11.1 More about Mobility, 3rd Spaces, and Big Data

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    In China, Japan, and South Korea, mobile is already much larger than accessing the Internet via the computer. In Japan, €6 billion of products are bought and sold through mobile devices annually. In Africa, where there is a demand for infrastructure for computers, the development of the mobile market is much faster than the advance of the Internet.

    There is simply more revenue to be made with mobile technologies than compared to many Internet service platforms: satellite navigation systems, music shops, and many other applications are just the beginning of the many possible payable services. This is achieved because there is a direct link between the consumer and the service provider which makes it easy to charge for the services.

    The website www.navitime.com does not just show pedestrians the fastest walking routes, but it also presents indoor locations in case it starts raining, and what kind of CO2 output you produce, depending on the choice of your route or method of transportation. Delays in traffic or transportation are shown in real-time, including suggestions about disembarking or transferring to a more favorable connection. These kinds of applications have millions of paying customers in Japan.

    Augmented reality demonstrates that mobile is almost a bigger revolution than the Internet itself. You point the camera of your smart phone at something (a building for example). This building is identified (with the help of GPS-tracking, directories, or the shape of the building itself), then information is collected that could be relevant at the time you are looking at the building. If it is a cinema, it will give you the opening times and the list of movies that are playing. If it is a house, it will present you with the latest property value. If it is a railway station… you get the picture. The information is also linked to you, the mobile user. If the building is a restaurant, your mobile device will tell you if friends of yours are having a meal there… and how they rate the food!

    In augmented reality, the virtual world and the physical world come together where digital information enriches your real and physical experience. The American management thinker Joseph Pine identifies nine of these combined virtual and physical worlds: from augmented reality to warped reality, from mirrored reality to alternate reality, and much more. In his latest book, Infinite Possibility, Joe calls locations “3rd Spaces,” places where virtuality and reality are blurred.

    Our Seats2meet.com coworking locations are 3rd Spaces. On top of every physical S2M location, we augment the transformative experience of our visitors by showing a real-time dashboard of digital information, showing not only who is present, but also what knowledge there is to be shared, what the general sentiment is among visitors, and various contact possibilities. We call this our Serendipity Machine. Accredited residents of S2M have more options: they even can look ahead in time for this information!

    Around 2010, the term “Big Data” entered the scene. The sharing of information with our networks, supplemented by data from machines and devices around us, created an amount of data never seen before. In addition to the enormous amount of data, the quantity of sources and the speed of data traffic are elements that transform data into Big Data. Organizations have to collect, analyze, and understand data in order to use it in a meaningful way. Thus, realizing a better stakeholder experience in order to create stakeholder transformations as the ultimate value creation of that organization is its right to existence.

    A group of people are gathering Big Data around themselves and share it afterwards. This movement is called “quantified self.” It is an international collaboration between users and makers of self-tracking tools, and its goal is to help people get meaning out of their personal data.

    Organizing personal Big Data opens the road to developments such as persuasion profiling, wherein “you present customized content to your website visitors, depending on which persuasive strategies have historically proven to work best on that particular visitor,” according to the Science Rockstars company, so the behavioral data of consumers on different sites are combined.

    New software and hardware that are bigger, faster, and smarter will help organizations, using data better than others, and give a competitive advantage. If you, as a consumer, are happy with this remains to be seen, as other people may know you better than you know yourself.

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