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Enterprise 2.0 Vs Email, IM, SMS : a flip test

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Andrew McAfee of HBS wrote a post : A Technology Flip Test: Introducing Channels in a World of Platforms

One useful flip test consists of mentally switching the order of appearance of a new technology and an existing one. At a conference years back I was sitting on a panel that was asked to talk about future of the book. As the discussion was heating up about the inevitability of the electric media, someone on the panel (I wish it had been me) proposed a flip test. He said “Let’s say the world has only e-books, then someone introduces this technology called ‘paper.’ It’s cheap, portable, lasts essentially forever, and requires no batteries. You can’t write over it once it’s been written on, but you buy more very cheaply. Wouldn’t that technology come to dominate the market?” It’s fair to say that comment changed the direction of the panel.

So here’s the flip test: imagine that current corporate collaboration and communication technologies were exclusively E2.0 platforms — blogs, wikis, etc. — and all of a sudden a crop of new channel technologies — email, instant messaging, text messaging — became available. In other words, imagine the inverse of the present situation. What would happen? How, in the flip-test universe, would the new channel technologies be received?

Written by anol

January 30th, 2007 at 4:59 am

Posted in Big Picture

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