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Digital City Mechanics
A system for creating jobs...
In 1998 we began building a Digital
  City



In Trieste
Digitale Citta projecto
 • Utilizzato a banda larga di Telecom Italia
 • Ha lavorato con il Sindaco Illy
 • Integrated, rich media UI design
Built on AJAX - 6 years before
AJAX




  Focused on family
  computing
Profile pages, Multiple personae
QTVR Shopping, Seniors
 interfaces




Embedded
Apps
Real-time Video cams - in Clubs
State of the Net keynote
We Cannot Create Jobs Fast
Enough...
 •   Job training is geared toward “old Job” Models
 •   Workforce training dollars are wasted
 •   Not clear how many freelancers exist
 •   Hi-tech industry doesn’t care
What is a Job? Its Changing...
 •   No longer 40 hours a week, into an office
 •   Virtual work habits & workgroups
 •   Online tools, apps & services
 •   Computers & handheld devices
 •   Freelance nation, Project-based economy
Hi-Tech Jobs for "normal people?"
 • As high as 60% do not have hi-tech skills
 • As high as 25% unemployed in some regions
 • 25% of workforce are freelancers
The real Digital Divide
 • Feeling comfortable using computers as a tool
   to make a living, to get work done
 • Not free laptops and net access and MS Office
Digital Economy Ecosystem building blocks
Hybrid of Technology and
Sociology
 • Don’t just offer the tools to the people
 • Make sure they USE them!
 • Show normal BENEFIT and VALUE from on-line
   technology - make a living, not just waste time!
A New Model for Creating Jobs
 •   Jobs require comfort online & with PCs
 •   On-demand skills & tasks
 •   Virtual workgroups - online tools
 •   Project based, peer network, social-based
 •   Involves producing LOTS of online multimedia
     • Games, simulations, visualizations, videos, mashups, remixes
     • Interactive multimedia + data = app economy
Open
Platform
 •   Built-in training curriculum
 •   Real-time Video Help
 •   Community Activity streams
 •   Online marketplace, Job board
 •   Community Timeline
 •   Community Media Channels
New Workforce Training
 • Haves help the have nots
 • Retrain workforce for
   tomorrow’s jobs
 • $25k per job instead of $60k
 • Experts -> semi-skilled -> interns
Multiple levels - simultaneously
 •   Meta
 •   Entrepreneurial
 •   Community – Groups – Projects
 •   Individuals
Lots of Multimedia production
work
•   Interactive Encyclopedias
•   Knowledge bases
•   Business Directory
•   Apps, games, simulations, videos
Picking up where
Broadband Infrastructure leaves off
  • Existing broadband infrastructure - stops there
  • Gigabit networking
    • Stable connection
    • Entrepreneurial culture
    • “ Sense of expectation"
  • Citizen dashboards - Software infrastructure
  • Emphasize multimedia production skills
  • Community engagement programs
Community Engagement is our
Value-Added Differentiation
 •   Free training and Paid Internship programs
 •   Local business directories and on-line marketplace
 •   Community workshops
 •   Local community "bureaus"
 •   Free tech support for community organizations
 •   Multimedia content projects and newsletters
 •   People’s video help bureaus
 •   On-line viral marketing campaigns by local groups
 •   Encourage startups, independent workers, entrepreneurs
Three worlds over-lapping
 • Silicon Valley Tech Industry
 • College educated - Under-employed
 • Students/Interns/Un-employed
The Elitist technology industry
 •   Comfortable in their success
 •   Don’t care about jobs for normal people
 •   Only focused on VC funded, home runs
 •   Intellectually stimulating
Under-employed, college
educated
 •   Never had a chance to put their skills – to use
 •   Need motivation – to care to look for better job
 •   No time for intellectualizing – just stay alive
 •   Short term focused
Students / Interns / Un-employed
 •   Need a job
 •   Need motivation to care – at all – about anything
 •   What’s Intellectualizing?
 •   “ Shouldn’ t there be digital jobs – for us –
     too?”
An integrated system
        New methodology – uses on-line tools and points

         Points          Video
              Workshop Help
              sEducation Desk
         Internship
         s          On-line skills
     Focus on intangible skills needed for freelance workers
An integrated system
All projects sponsored       Interns placed into       Learn by doing
by local brands              on-going projects

      Biz      Video
      Directorys
               Projects                       Education
       Games     Sites
         Visualizations
                          Trainers training Trainers
An integrated system                                Tech
                                            Build trust in the
    Citizens cluster around                       Support
                                            neighborhoods
    Projects and Events
                                       Marketplac   Orgs
                                                             e
                                                         Community
   Projects                   Education                  Engagement
                                                       Live
“Content” channels flow       Citizens support new     events
                                                      Provide free tech support to
                              ways of learning        community orgs
An integrated system Channels
                         Aggregate:
All activity leverages   - Content                    Social
free open on-line        - People     Help desk
platform                 - Services   Marketplace     Media
                                      Biz Directory


                                         Community
     Projects             Education      Engagement

                           Platform
An integrated system

       Entrepreneurial - Jobs

                         Community
 Projects    Education   Engagement

             Platform
New kinds
                       ONLINE
                     CONTENT,                        Customize
 of online         MARKETPLACE &
 marketing          CLASSIFIEDS                       a city or
                 CORPORATE                             region
 HYPER-LOCAL    SPONSORSHIPS
RELATIONSHIPS




             More
          efficient
           use of
          workforce
           training                PROGRAMS   PROJECTS   SERVICES
           dollars
BU S IN E S S
Corporate Sponsorships
  • Socially conscious spend their marketing
    budgets = creating local jobs
  • Help build local cyber savvy workforce
  • Train workers in online job skills
BU S IN E S S
Hyper-Local Relationships
  • Authentic connection to vendors and customers
  • Convince global brands to spend
    money locally
  • Timely, local, viral campaigns
BU S IN E S S
Online Marketplace & Biz
Directory
 • Local businesses of all types – in our own online
      local biz directory
  •   Goods and Services sold
  •   Provide delivery and fulfillment
  •   Webmercials for all listings and items
  •   Transaction and reputation services
  •   Craig’s list + Angie’s list + Etsy
Digital Economy Ecosystem
      •   Entrepreneurial culture
      •   Online job market
      •   Not just for companies, but individuals
      •   Support Independent workers, freelancers
      •   Collaboration, Communication, Commerce
DCM puts the deals together
• Build syndicate of local investors and stakeholders
• Create local subsidiary, own 51% of entity
   – 49% = local investors, execs and staff
• Create accompanying 501c3
• Identify local industry to sponsor MM projects
• Global brands sponsor viral campaigns - gain access
  to authentic hyper-local vendors and customers
   –   via our Biz Directory
• Setup and operate Bureaus and on-line Mktplace
   – offer community free services
• Customize Citizen Dashboard to the City or Region
Tech Development
      Tec h                          Design
                                     Des ign
  Platform, Plug-Ins
   Development                    Games, V e s
                                  G m sVideos
                                    a e, id o
   Pa om P gin
    lf , l - s
      tr     u
 Interactive Content          Interfaces, T m le
                               I ef e, Templates
                                n r cs e p t
                                 ta           as
  I eate o tn
  n rc C ne t
   t iv
                       I.P.
TAM P         Jam aica   C LE VE LA    K ans as
  A                         ND           C ity
Digital City Mechanics
 • Working towards this for 20 years
    –   (Odaiba, MediaBar, Trieste, SuperBowl XXXII, NOW.com, Blogging, Open Social Networking)

 • Helped build an industry before
    –   (MacroMind    Macromedia)

 • Social networking platform
    –   (PeopleAggregator)

 • Open standards
    –   (RSS, OpenID, OAuth)

 • Let’s do it in KC!

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State of the Net keynote

  • 1. Digital City Mechanics A system for creating jobs...
  • 2. In 1998 we began building a Digital City In Trieste
  • 3. Digitale Citta projecto • Utilizzato a banda larga di Telecom Italia • Ha lavorato con il Sindaco Illy • Integrated, rich media UI design
  • 4. Built on AJAX - 6 years before AJAX Focused on family computing
  • 6. QTVR Shopping, Seniors interfaces Embedded Apps
  • 7. Real-time Video cams - in Clubs
  • 9. We Cannot Create Jobs Fast Enough... • Job training is geared toward “old Job” Models • Workforce training dollars are wasted • Not clear how many freelancers exist • Hi-tech industry doesn’t care
  • 10. What is a Job? Its Changing... • No longer 40 hours a week, into an office • Virtual work habits & workgroups • Online tools, apps & services • Computers & handheld devices • Freelance nation, Project-based economy
  • 11. Hi-Tech Jobs for "normal people?" • As high as 60% do not have hi-tech skills • As high as 25% unemployed in some regions • 25% of workforce are freelancers
  • 12. The real Digital Divide • Feeling comfortable using computers as a tool to make a living, to get work done • Not free laptops and net access and MS Office
  • 13. Digital Economy Ecosystem building blocks
  • 14. Hybrid of Technology and Sociology • Don’t just offer the tools to the people • Make sure they USE them! • Show normal BENEFIT and VALUE from on-line technology - make a living, not just waste time!
  • 15. A New Model for Creating Jobs • Jobs require comfort online & with PCs • On-demand skills & tasks • Virtual workgroups - online tools • Project based, peer network, social-based • Involves producing LOTS of online multimedia • Games, simulations, visualizations, videos, mashups, remixes • Interactive multimedia + data = app economy
  • 16. Open Platform • Built-in training curriculum • Real-time Video Help • Community Activity streams • Online marketplace, Job board • Community Timeline • Community Media Channels
  • 17. New Workforce Training • Haves help the have nots • Retrain workforce for tomorrow’s jobs • $25k per job instead of $60k • Experts -> semi-skilled -> interns
  • 18. Multiple levels - simultaneously • Meta • Entrepreneurial • Community – Groups – Projects • Individuals
  • 19. Lots of Multimedia production work • Interactive Encyclopedias • Knowledge bases • Business Directory • Apps, games, simulations, videos
  • 20. Picking up where Broadband Infrastructure leaves off • Existing broadband infrastructure - stops there • Gigabit networking • Stable connection • Entrepreneurial culture • “ Sense of expectation" • Citizen dashboards - Software infrastructure • Emphasize multimedia production skills • Community engagement programs
  • 21. Community Engagement is our Value-Added Differentiation • Free training and Paid Internship programs • Local business directories and on-line marketplace • Community workshops • Local community "bureaus" • Free tech support for community organizations • Multimedia content projects and newsletters • People’s video help bureaus • On-line viral marketing campaigns by local groups • Encourage startups, independent workers, entrepreneurs
  • 22. Three worlds over-lapping • Silicon Valley Tech Industry • College educated - Under-employed • Students/Interns/Un-employed
  • 23. The Elitist technology industry • Comfortable in their success • Don’t care about jobs for normal people • Only focused on VC funded, home runs • Intellectually stimulating
  • 24. Under-employed, college educated • Never had a chance to put their skills – to use • Need motivation – to care to look for better job • No time for intellectualizing – just stay alive • Short term focused
  • 25. Students / Interns / Un-employed • Need a job • Need motivation to care – at all – about anything • What’s Intellectualizing? • “ Shouldn’ t there be digital jobs – for us – too?”
  • 26. An integrated system New methodology – uses on-line tools and points Points Video Workshop Help sEducation Desk Internship s On-line skills Focus on intangible skills needed for freelance workers
  • 27. An integrated system All projects sponsored Interns placed into Learn by doing by local brands on-going projects Biz Video Directorys Projects Education Games Sites Visualizations Trainers training Trainers
  • 28. An integrated system Tech Build trust in the Citizens cluster around Support neighborhoods Projects and Events Marketplac Orgs e Community Projects Education Engagement Live “Content” channels flow Citizens support new events Provide free tech support to ways of learning community orgs
  • 29. An integrated system Channels Aggregate: All activity leverages - Content Social free open on-line - People Help desk platform - Services Marketplace Media Biz Directory Community Projects Education Engagement Platform
  • 30. An integrated system Entrepreneurial - Jobs Community Projects Education Engagement Platform
  • 31. New kinds ONLINE CONTENT, Customize of online MARKETPLACE & marketing CLASSIFIEDS a city or CORPORATE region HYPER-LOCAL SPONSORSHIPS RELATIONSHIPS More efficient use of workforce training PROGRAMS PROJECTS SERVICES dollars
  • 32. BU S IN E S S Corporate Sponsorships • Socially conscious spend their marketing budgets = creating local jobs • Help build local cyber savvy workforce • Train workers in online job skills
  • 33. BU S IN E S S Hyper-Local Relationships • Authentic connection to vendors and customers • Convince global brands to spend money locally • Timely, local, viral campaigns
  • 34. BU S IN E S S Online Marketplace & Biz Directory • Local businesses of all types – in our own online local biz directory • Goods and Services sold • Provide delivery and fulfillment • Webmercials for all listings and items • Transaction and reputation services • Craig’s list + Angie’s list + Etsy
  • 35. Digital Economy Ecosystem • Entrepreneurial culture • Online job market • Not just for companies, but individuals • Support Independent workers, freelancers • Collaboration, Communication, Commerce
  • 36. DCM puts the deals together • Build syndicate of local investors and stakeholders • Create local subsidiary, own 51% of entity – 49% = local investors, execs and staff • Create accompanying 501c3 • Identify local industry to sponsor MM projects • Global brands sponsor viral campaigns - gain access to authentic hyper-local vendors and customers – via our Biz Directory • Setup and operate Bureaus and on-line Mktplace – offer community free services • Customize Citizen Dashboard to the City or Region
  • 37. Tech Development Tec h Design Des ign Platform, Plug-Ins Development Games, V e s G m sVideos a e, id o Pa om P gin lf , l - s tr u Interactive Content Interfaces, T m le I ef e, Templates n r cs e p t ta as I eate o tn n rc C ne t t iv I.P. TAM P Jam aica C LE VE LA K ans as A ND C ity
  • 38. Digital City Mechanics • Working towards this for 20 years – (Odaiba, MediaBar, Trieste, SuperBowl XXXII, NOW.com, Blogging, Open Social Networking) • Helped build an industry before – (MacroMind Macromedia) • Social networking platform – (PeopleAggregator) • Open standards – (RSS, OpenID, OAuth) • Let’s do it in KC!