A company can use its customers for innovating but it doesn't need to stop there. It can use its customers in any process when creating a service / product. Two companies that were mentioned few times were Lego and Cisco. These companies have used social innovation successfully.
Most of the companies are not using social innovations because of their cultural background, not because they would be missing the tools. Companies, in spite of being big or small, should try things out more openly.
Crowdsourcing is coming / already here. The main idea is that individuals all over the world are connected and are doing small things to help someone. Few examples could be social journalism or publishing photos that others can use. The interesting part was that money is not the only motivation, but there are lots of other reasons, e.g. you get to be innovative and because it is fun.
It was also mentioned that mobile will be a really important channel in crowdsourcing, but not the only one. Mobile can be used for example initiating something and then finalizing the task in other channel / media.
Yahoo is providing a number of applications / services that help to produce ambient awareness. One example of this kind of service is OneConnect. The main idea is to aggregate needed information (e.g. phonebook and different social networks) and provide it to the user. This way user can publish content once, use multiple times. This would mean that phonebook would turn out to be proactive. You wouldn't need to call someone to ask where he was or what he was doing.
Marc Davis from Yahoo was also telling about Blueprint that should give a service provider opportunity to support multiple devices/platforms when they are developing services. He didn't go into details but mentioned that same content could be used in J2ME, S60, and different browsers.
Yahoo thinks that they can make money when users have more shared and more accurate data. This data is then being utilized for advertising. With a lots of data, advertising can be much more accurate and people are willing to pay for it.
When I was walking home from MobileMonday these things were in my mind:
- Social innovations would be worth trying out because that way you can get more brains working on the same issue. When the crowd grows, usually also the diversity grows and this brings good ideas and results.
- OneConnect seems interesting because I know that I'm not the only one who has real difficulties using multiple social networks. It would be really nice to connect my phonebook with all the relevant social information from the Web.
- Blueprint also sounds interesting, but will this really work? This is not the first time when I hear someone telling about "multi-channel". Usually it ends up being just a "channel".
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