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Traditional advertising design, of course. I have written several times about the revolution that is taking place in the advertising industry, specially online advertising. In the last years, hundreds of thousands of micro and small companies have started to advertise online through contextual advertising or pay per click programs like Google Adwords, Yahoo! or Microsoft AdCenter.
It only takes some imagination and an open-minded attitude to drive innovation to all industry sectors, even those we think are really stuck to traditional ways of doing things.
I am currently conducting a research addressed to the Government of Catalonia through which we try to determine the public policies -with a long term perspective- that can enhance the creation of innovative start-ups, a key point for a country or region to compete in the global economy. The first question arises just at the beginning: what do we have to consider as an innovative company?.
With regard to the idea that it developed in the previous article with respect to which the greater innovations cause cabreada people because it has had a bad experience in the form to work of some product or service, yesterday explained a history to me that has much to do with it and that, lamentably, still is normality.
There is an idea from Tom Peters which I find very interesting: the one of which often the people whom have innovative ideas are people who are very angry. Displeased people with a service, that thinks a new better or more efficient form to make it. Cabreada people because she does not find the product that needs and create it. People who find the institutionalized way absurd to make the things and change it.
Finalizing with the analysis of innovating models in the elaboration and publication of contents, we needed to analyze a way to spread information in Internet that has been increased of spectacular way in the last years. One is "blogs", is to say to ship's logs or personal newspapers
Before continuing with the analysis of innovating models in the elaboration of contents, today I will explain an anecdote that has spent me this week and that is very reveledora of the mental difficulties that exist at the time of developing new models and to break inertias, schemes and the prevailing forms of operation.
Other innovating models in the philosophy of management and publication of contents are those portals or virtual communities in which the publication of articles and works is free and does not happen through any previous process of "qualitative" filtering of publications, but that are such readers those who are filtering the quality of the authors, who are created a name and a seal of quality based on which they publish.
In the previous article it spoke of which still they defend that the good contents only can be made by "experts" recognized "officially" and filtered qualitatively by other "experts" of the place where they are published. And they reject the credibility of the contents that do not pass this process of supposed quality and, therefore, consider that the new publication models more, to say it somehow, "democratic" (participativas encyclopedias, free publication vestibules, blogs, etc.) they are, to per, of less quality.
He is peculiar that when a change of model or paradigm appears, by small that is, quickly rises to a chorale of voices describing all the hypothetical disadvantages and catastrophes that can be derived from this new conception in the way to make certain thing. Not very often the status quo established recognizes the advantages of the new model or the deficiencies of the old one. In general, an aversion to the change exists, that is one of the main barriers to the innovation.
Relating the culture of the innovation and the creativity - that there am be analyzing articles with Internet in the last, we can observe that in the last years a series of projects has been implemented that have like reference a total change of the traditional model to make a certain activity. Today I will speak of a project that has transformed the traditional vision completely to elaborate an encyclopedia.
When speech of enterprise innovation, much people (practically everybody) quickly associates to technology or investigation and development. We thought about great scientific inestigaciones (biotechnology, genomic...), with new spectacular technologies (nanotecnología...) or in ingenious inventions.
In order to close this first series of mini-analysis of sectors that are in the heat of transformation (we will make more in the future, since the list is long and it will be extended) thanks to Internet and the TIC, today I would like to comment the case of a market that, although still is not in transformation, it could be in a moment.
Continue reading "Industries in transformation: the world of the perfume" »
Days ago it read that, like result of the slope of the commissions that had applied the airline companies to them, the travel agencies arranged themselves to raise their clients the tariffs that receive to them in the airplane ticket emission. Excellent measurement, yes Sir.
Continue reading "Industries in transformation: travel agencies" »
In the previous article I wrote about the so called "low cost" airline companies and my opinion they would better start giving up this denomination and starting to differentiate themselves by other aspects, as very soon all companies will be "low cost". It is very interesting to observe as the change of paradigm in the airline industry business model has also opened other market opportunities for service innovation which some companies are taking advantage.
I am writing this article at the airport, waiting for boarding in a flight to London in one of the so called "low cost" companies. And that makes me think about how difficult it is to change our mentality, about the power of inertia, the main enemy of innovation. And inertia often is reflected in a vehicle that can last for years before it changes: language.
Another of the industries facing a transformation and business innovation thanks to Internet is printing (attention SMES of this sector). I will explain a personal experience that reflects the future (already the present) of this industry.
I have already commented several times that one of the consequences of the use of Internet and the TIC is the transformation of many industries' value chain. Often, this transformation takes place to make them more efficient and transparent. In other ocassions, to establish new direct channels of distribution. Very few times, but increasingly, to radically innovate the industry business model.
Continue reading "Innovation industry: book publishing and selling" »