18th APDC Congress – Consumer, the super-powerful

قد يتجاوز تأثير التنقل ما كان للإنترنت في التسعينات

The power that the so-called Web 2.0 promises to give to the consumer is already having an effect on how to manage the work relationships and the daily lives of each citizen. In the long term, the effects of this growing power of citizens will be greater and will force companies to adopt new ways of acting, either in the management of their employees, or in the way they place their products on the market. The only thing that remains to be discovered is perhaps the most relevant: where are the changes taking us?

The findings were evident in the panel «Power to The People» this morning at the APDC Congress, but it was not the only one and the issues dominated the discussion. Yesterday afternoon, seven industry representatives discussed the impact of changes in the television offer, already underway with the introduction of IP TV, the video on demand and the increasing possibility for each consumer to define what they want to see.

At yesterday’s meeting, the analysis of those responsible mainly focused on the implications that these changes will have on the TV financing model, guaranteed by advertisers tied to traditional models of advertising channeled to TV and to the intervals of the most watched programs.

The consumer increasingly fleeing from advertising spaces and being more and more available to search for the content he wants to see in other media besides TV, such as the Internet or mobile phone, the ways in which advertisers and content distributors of TV must chase to get «going after this consumer». Among the exits pointed out, the possibility of a bet increasingly associated with the advertising of specific content and on the side of distributors to the production of their own content that differentiates their offer from the others on the market, since in technological terms the majority of players has conditions, for sooner or later to reach the same level.

In this morning’s discussion, the stakeholders focused more on other impacts of the power given to the consumer by technology. You Tube was at the center of the examples for the ability to bring content to the world that may never reach mainstream traditional, but today it is still seen just for that. An example pointed out was the video of Sarkozi on the visit to Russia that circulated on the platform as a joke, implying that the President went to the press conference while intoxicated. It was seen 60 million times in France. It was not shown by any television channel.

Interestingly, Paul Lee of the consultancy Deloitte brought numbers that reveal the lack of interest of consumers in a type of content programming in which they had to watch the content produced by other users of the same platform, showing that the individual generation of content grows at the same time as willingness to continue selecting what you want to see.

In 2020, a goal set for the different «futurology» exercises proposed in the congress agenda, participants in the discussion believe that the evidence today restricted to niches under 25, clearly indicative of a change in attitude at work and at home, thanks to technology, this condition will have been abandoned and the universe of these new customs will be much larger. By that time, companies will also have to have found ways to better integrate the technology they already use today.

Benoit Felten, from the Yankee Group, stresses that all IT tools currently made available by companies to their employees (telephone, messenger, mobile phone, etc.) are being supported in traditional structures. They give the employee ways to extend his range of contacts, namely to areas outside the professional, without being able to motivate him so that he continues to focus on the professional sphere resisting temptations.

For the consultant is on the march is on the march Anywere Revolution which translates into the gift of ubiquity provided by a Internet All IP. For citizens to take full advantage of this evolution and accept governments, they must be the great guardians of privacy; companies must yield to the temptation of total control of employees «always connected and carry out the adaptation of their traditional models to a reality in which everyone is always connected and the public must maintain the notion that it is not possible to have access to all services free of charge.

For the same person in charge, the result of these evolutions is a world where the physical space of employment will be increasingly relevant and, with that, the active population will be able to provide services from anywhere. Companies will have new distribution channels and will guarantee savings and individuals will achieve a better work-life balance and less travel. A vision that he assumes as an optimist.