연결이 지배하는 세상: network is eating the world!

연결이�� 지배하는�� 세상: ��Network is Eating the World!

2014. 11. 5.

Prof. Sangkyu RhoGraduate School of Business

Seoul National University

http://www.slideshare.net/srho/network-is-eating-the-world

Who’s Sangkyu Rho?

•  Profession: –  서울대�� 경영대�� 교수�� since 1995–  서울대�� 경영대�� MBA부학장�� since 2013–  Blogger since 2013

•  Interests: –  Data & Knowledge–  Social & Network

•  Contacts: –  [email protected]–  www.organicmedialab.com –  Facebook: sangkyu.rho–  LinkedIn: Sangkyu Rho–  Twitter: @srho77

11/2/14 (CC BY-‐SA 3.0) Sangkyu Rho, SNU Business School 2

“Software is eating the world!”

11/2/14 3 (CC BY-‐SA 3.0) Sangkyu Rho, SNU Business School

Future of Books?

?


Future of Commerce?

?


Future of Money?

?


11/2/14 7

Is Software Eating the World?

Partly, Yes.

(CC BY-‐SA 3.0) Sangkyu Rho, SNU Business School

Why?

11/2/14 8 http://edition.cnn.com/2013/05/02/travel/london-city-airport-internet-of-things/

http://www.timothyjwelsh.com/courses/12sa220/2012/04/10/adhd-attention-deficit-hypertext-defence/


Anything can be connected!

Future of Books


https://www.youversion.com/bible/88/jhn.1.10.krv


Book as an Organic Network


Future of Commerce


Amazon as an Organic Network��

18

Amazon

판매자(3rd Party Sellers)Amazon Associates

독자/구매자 (Readers/Buyers)

출판사(Publishers)

저자(Authors)

11/2/14 (CC BY-‐SA 3.0) Sangkyu Rho, SNU Business School

Amazon

Organic Media Lab, 2014

Amazon as an Organic Network


Extension of Amazon Network

11/2/14 20

2007 2011 2014(CC BY-‐SA 3.0) Sangkyu Rho, SNU Business School

Future of Money?


Bitcoin

•  Fully distributed and decentralized payment network– We are the bank! (Peer-to-peer network)

•  New paradigm of security and privacy– Trust by computation

•  Platform for financial innovations–  Internet of Money


“We are the Bank!”��

23 11/2/14 (CC BY-‐SA 3.0) Sangkyu Rho, SNU Business School

Miner

User


Bitcoin is a Link


Bitcoin is a Network


Network, not Software, ��is Eating the World!

•  Where is the value?– Software Features vs. links

•  Are there any limits in networks’ reach?– Online World vs. Physical World


이쪽�� 세상�� vs. 저쪽�� 세상��


이쪽�� 세상�� vs. 저쪽�� 세상

•  Hardware vs. Software?

•  Function vs. Contents?

•  Device vs. Service?

•  Short Head vs. Long Tail?


세상의�� 구성요소��

물리적�� 요소(Physical Element)��

정보�� 요소(Information)��

사물�� (Thing) 책의�� 종이�� 책의�� 내용��

활동�� (Activity)�� 책을�� 구매하기�� 위한�� 이

동�� 책을�� 선택하기�� 위한��

고민��

시장�� (Market)�� 서점�� / 책의�� 진열대�� 책의�� 거래에�� 필요한��

정보��


세상의�� 가치��

Node의�� 관점(Function/Feature)��

Link의�� 관점(Connection/Network)��

사물�� (Thing) 내용(Contents)�� 참고문헌(References)��

활동�� (Activity)�� 쓰기(Publish)�� 참조하기(Refer)��

시장�� (Market)�� 구매하기(Buy)�� 판매자�� 찾기(Match)��




Link(Network)

Node(Device)

Information (S/W)

Physical Element (H/W)



•  100,000,000 = 1,000 X 100,000

•  100,000,000 = 10 X 10,000,000


http://organicmedialab.com/2013/03/21/how-to-make-money-in-smart-economy/

Business in a Connected World


What Business Are They In?

•  Retail Business?•  Advertising Business?•  Contents Business?•  Hotel Business?•  Transportation Business?

•  …



“We don’t make money �� when we sell things. ��We make money �� when we help customers �� make purchase decisions.” �� – Jeff Bezos -

Business in a Connected World

•  Connection/Mediation business•  Subject to strong network effects•  Based on almost FREE•  Ultra-large scale based on participation•  Organically growing and evolving

•  Becomes a platform, ex post


Competitive Landscape (Before)


Link(Network)

Node(Device)

Information (S/W)



Competitive Landscape (Now)


Link(Network)

Node��(Function)

Information (S/W)



Why Device Companies Can NOT Become Network Companies?

•  Organic

•  Exponential

•  Free


Do NOT Build Platforms, ��Grow Networks

•  Software features may be copied,

•  Networks can NOT be copied.

11/2/14 40

,

BuyerSellerOrganic Media Lab, 2014

,

,

,

,

Platform


“How to Succeed” by Jeff Bezos

•  Put the Customer First

•  Invent

•  Be patient


http://www.washingtonpost.com/lifestyle/style/jeffrey-bezos-washington-posts-next-owner-aims-for-a-new-golden-era-at-the-newspaper/2013/09/02/30c00b60-13f6-11e3-

b182-1b3bb2eb474c_story.html

Give Away To Make Money

What they charge What they give away

Amazon Contents/Products HW (Kindle, Fire, Fire TV)

Google AdverUsing Contents, SW (Android), HW (Nexus)

Apple HW (iPhone, iPad) Contents, SW (iOS)

MicrosoZ SW (Windows, Office) ?

Samsung HW (Galaxy, Galaxy Tab) ?


http://organicmedialab.com/2013/04/30/there-is-no-free-lunch/

Recommended Readings•  윤지영, “책의�� 종말인가,�� 진화인가?”��

http://organicmedialab.com/2013/05/16/what-is-book/•  윤지영, “왜 아마존은 소셜 미디어인가?,” ��

http://organicmedialab.com/2013/07/05/why-amazon-is-social-media/ •  윤지영, “비트코인,�� 우리가�� 은행이다,”

http://organicmedialab.com/2014/02/22/we-are-a-bank-in-bitcoin/ •  노상규, “스마트 경제에서는 어떻게 돈을 버는가?,” ��

http://organicmedialab.com/2013/03/21/how-to-make-money-in-smart-economy/

•  노상규, “정보는�� 공짜가�� 되기를�� 바란다, http://organicmedialab.com/2013/04/04/information-wants-to-be-free/

•  노상규, “하지만�� 공짜�� 점심은�� 없다?,” http://organicmedialab.com/2013/04/30/there-is-no-free-lunch/


44

Additional Readings

•  윤지영, 오가닉�� 미디어:연결이�� 지배하는�� 미디어�� 세상, 21세기북스, http://organicmedia.pressbooks.com, 2014.

•  노상규,�� 스마트�� 경제와�� 네트워크�� 비즈니스, http://networkbusiness.pressbooks.com, 2014.

•  우메다�� 모치오,�� 웹진화론, 2006.

11/2/14 (CC BY-‐SA 3.0) Sangkyu Rho, SNU Business School

Any Questions?

[email protected]

Facebook: sangkyu.rhoLinkedIn: Sangkyu Rho

Twitter: @srho77