Hybrid Products - WordPress.com...Guitar Headstock Top Soundhole Fret-marker Soundboard Back Heel...
Transcript of Hybrid Products - WordPress.com...Guitar Headstock Top Soundhole Fret-marker Soundboard Back Heel...
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Hybrid Products
Steve Benford
University of Nottingham
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The
Carolan
Guitar
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Headstock Top Soundhole Fret-marker
Soundboard Back Heel
Carolan as a physical-digital hybrid
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Carolan as a technology probe
In the luthier’s workshop
Visiting homes
Writing & recording
Performing & learning
On the road
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How a rich digital footprint adds value to a product
From owners to custodians
Multiple, personalised and contextual mappings
Fixed versus fluid links
Mementoes and proxies
Reflections
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Mappings, customisation and appropriation
Original artefact
Immutable links
propagate content
Mutable links allow appropriation
Acknowledgement gives credit
Harvested data adds value Appropriated
artefactRecursively
appropriated
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Another view of hybridity
Goods Services
ExperiencesThings you
remember
Things
you
own
Things
you
have
done
for you
Personal data
blends goods,
services and
experiences into
smart products
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Another view of hybridity
Goods Services
Experiences
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Christmas with Artcodes
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96
6
78
5
1
2
Scan own calendar
Total: 196
Share
calendar
Total: 51
Scan shared
calendar
Total: 42
Customise
digital
Total: 86
Scan custom
physical Artcode
Total: 24
14
28
5
14
14
14
5
What our consumers did
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Physical possibilitiesDigital possibilities
shallowdeep deep
Program
Tailor Digitally wrap Craft
Map content Physically wrap
Assemble
Decorate
Broad customisation
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Consumption chainSupply chain
Manufacturers Retailers Prosumers Consumers
End-to-end customisation
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Map content
Program
Tailor
Assemble
Decorate
Craft
Physical affordancesDigital affordances
Wrap (digitally) Wrap (physically)
Stakeholders
Digital customization Physical customization
= emerged
??
?
? = questioned
Retailer
Prosumer
Consumer
Manufacturer
= imagined= designed
A customisation map
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Map content
Program
Tailor software
Assemble
Decorate
Craft
Physical affordancesDigital affordances
Wrap (digitally) Wrap (physically)
Stakeholders
Digital customization Physical customization
= designed = emerged = imagined ? = questioned
Retailer
Prosumer
Consumer
Manufacturer
Family and friends sharing
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Map content
Program
Tailor software
Assemble
Decorate
Craft
Physical affordancesDigital affordances
Wrap (digitally) Wrap (physically)
Stakeholders
Digital customization Physical customization
= designed = emerged = imagined ? = questioned
Prosumer
Consumer
Manufacturer
Craft kit
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Map content
Program
Tailor software
Assemble
Decorate
Craft
Physical affordancesDigital affordances
Wrap (digitally) Wrap (physically)
Stakeholders
Digital customization Physical customization
= designed = emerged = imagined ? = questioned
Retailer
Prosumer
Consumer
Manufacturer
?
?
?
Media channel
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Producers ConsumersCo-creating
Value
Personal data powers
smarter, differentiated, adaptive
and intelligent products
Personal data captured from use
in the wild drives agile
design and production
Hybrid products as co-created
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Celebrity endorsed signature editions Reliced models
Hybrid products as socially connected products
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Identifying brands and instances
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From guitars on Facebook to the Facebook of guitars?
The question of
fair and
transparent use
of personal data
Especially across
multiple
custodians and
other
stakeholders
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Perspectives on hybrid products
… as physical-digital systems
… as blending goods, services and experiences
… as templates for co-creation
… as being socially connected