1. Wikinomics Principles Openness –move toward open platforms –For example, the LAPM stack powers many internet web sites: LINUX operating system Apache Servers MySQL database PHP programming language –customers, governments and even partners and competitors can now see more information through the web than ever before –ocw.mit.eduocw.mit.edu

2. Wikinomics Principles Peering –horizontal organization is appearing on the web called peering – groups become self-organized and collaborate on usually technical/scientific projects Sharing –traditionally organizations protect their IPs (Intellectual Properties) through through patent, copyright and trademark –can be useful to allow others to be shared often in order to promote peering Acting Globally –massive growth in developing markets and global outsourcing –Enterprise-level computer (ERP - Enterprise Resource Planning) applications, mass customization and JIT (just-in-time) business models

3. Wikinomics Digital Collaboration and Peering Peer Production –a new way of producing goods and services through the power of mass collaboration –in theory, peering relies on self-organizing, egalitarian (equality), communities of individuals who come together voluntarily to produce a shared outcome –in reality, it mixes elements of hierarchy and self-organization –relies on meritocratic principles of organization (the most skilled and experienced members of the community provide leadership and help integrate contributions)

4. Wikinomics Digital Collaboration and Peering Peer Production –often set up under “general public licenses” –these open source licenses guarantee large numbers of contributors the right to use, share and modify creative works provided that any modifications are shared with the community –works best under following conditions: object of production is information or culture which keeps cost low for contributors tasks can be chunked out into small pieces that contributors can work on independently costs of putting the pieces together is low and includes leadership and quality control

5. Wikinomics Digital Collaboration and Peering Peer Production –most famous examples are Linux and Wikipedia –Linux is an operating system that competes with proprietary systems such as Windows (XP and Vista), Apple’s Mac OS X and UNIX –Linux runs on computers (ex. IBM servers) and many other devices such as: TiVos Motorola Razr Cel Phones BMW cars –it was created by Linus Torvalds and then released over the internet –other programmers, computer scientists and engineers then modified and improved it

6. Wikinomics Digital Collaboration and Peering Peer Production –Wikipedia –built on software called wiki (Hawaiian for quick) –thousands of web users volunteer their time and knowledge to help fulfill the community’s goal of providing a high quality encyclopedia in a number of languages –sometimes there are problems with fact-checking which have led to lawsuits –however, comparisons between Wikipedia and (print) Encyclopedia Britannica have shown little difference in error rates –the advantage of Wikipedia is that errors can be corrected immediately

7. Wikinomics Digital Collaboration and Peering Peer Production Advantages –Harnesses External Talent –companies cannot keep up with the speed of technical and scientific change by using internal staff only –peering allows instant outsourcing of knowledge-based talent –talented peers can use successes and recognition towards better opportunities –Keeping up with the Users –Microsoft has had a near monopoly on the browser market since it beat Netscape in the browser wars –now sites are often viewed with the open-source browser Mozilla Firefox –it now has 10-20% of the browser market –users can create new plug-ins (customized extensions) to share Google FireFox Extensions (also see Adobe Exchange) –openness also extends to transparency

8. Wikinomics Digital Collaboration and Peering Peer Production Advantages –Boost Demand for Complimentary offerings –peer produced offerings create need for additional products –Servers that run Linux –Wikipedia branded books –Reduced costs –IBM collaborates with the Linux community to refine the Linux OS –saved millions of dollars in costs associated with creating a new OS

9. Wikinomics Digital Collaboration and Peering Wikis –google the phrase free wikis –two main players in the wiki marketplace are wikidot and wikispaces –today we’re going to look at wikispaces –go to comp1113.wikispaces.com –edit the posting by adding a brief hello message that includes your name –sign up for this service and set up a personal wiki site with yourname.wikispaces.com –add a welcome message to your page –with a neighbour or two, explore the options available for your wiki –What are the three levels of access available for collaborating on this site?

10. For use with Strategic Electronic Marketing: Managing E-Business, 2 e Copyright 2003 South-Western College Publishing Chapter 1 Slide: 10 Wikinomics Digital Collaboration and Peering Collaborative Workspaces –Google the phrase Google Documents –Watch the video –What is the main problem that Google Docs is trying to solve? –Work in groups of three and sit near each other. –Have one person sign up (or use an existing Google login) –invite your two other group members –Create and upload a collaborative Word document –Create and upload a collaborative Excel spreadsheet –Have all three group members contribute to these documents