No time in history before, technology is changing at the
pace we are experiencing now. As the world is connected, network effect
accelerates technology adoption and drives proliferation and commoditization
very quickly. Once technology is everywhere, it is no longer a tool, but
becomes the state of the environment that organizations operate on. Technology
however is becoming embedded in our lives and therefore changes human
behaviors. These fundamental shifts demand organizations not only to learn how
to use technology, but to adapt to new environment and behaviors. The question
therefore is not "how to use the technology", but "what my
organization should be" given technology is the environment.
Let's look at a couple of examples to see how the
fundamental shifts happen and change the rule of the game.
Just more than 10 years back, when doing commerce on the
Internet was still very rare, most companies were trying to learn how to use
it. The dotcom bubble motivated massive number of fiber optic cables to be
laid, which literary commoditized the bandwidth. Enabling financial services
flowering and quickly became readily available with minimal cost. Application vendors
also made online transaction a standard part of their offerings, sometimes even
free. For companies, the word eCommerce seems to disappear. However, companies
had to go through a phase of redefining themselves given that the majority of
their suppliers, customers and competitors now have the ability to do business
using the net. Making it worst, many customers are getting used to it, thereby
changing their purchasing behavior and refuse to do business otherwise.
Let's use government as another case. Governments within
about one of two decades years back started to bring more PC into their
business. The idea at the beginning was to automate their administrative works.
However, as PCs and network are available at most of the citizens and
organizations they are dealing with, the purpose of eGovernment changed. It's
now how government should operate when parties they are dealing with are using
and gradually demanding using PCs and network in their transactions. Peer
pressure from governments in the same groups is another force to drive this
change. Unfortunately, many didn't understand this and spent their money
investing into technology without rethinking the way they organize and work.
The disaster of the CP 112 program in Vietnam is one painful example of
this.
The third example is different in the sense that it's about
the company that created the "technology" itself. Founded in 1994,
Monster.com was the first Internet job board. Since then, the company has grown
to 75 million resumes on file and covers now 36 countries in the world. The new
industry was so successful that it even increased the job changing wave in the United States,
according to Stevenson's "The Impact of the Internet on Worker Flows"
report. The concept and especially behavior changed leading to implementation
of Internet recruiting solution in large companies themselves. More
importantly, companies have to pay more attention to recruiting and retaining
their talents to survive the new wave.
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