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Working in the on-demand economy

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a right welcome everyone of receive this was a very weak pulse and now we're ready to start with a working in the on demand
the economy was a mean I'm with you in the velocity of every known that she flew in this morning from Silicon Valley and to share some insights and scan great career behind ran out of her 18 years of marketing in the global digital eco space you work with or above in Hong Kong switches that's some inside also on the Asian market and the global perspective in general I wanna start with a question of and written article The Economist looked at how digitization has changed services and products and they basically pointed term on-demand economy and we look at the United States how do companies like Hoover TaskRabbit so it's a problem and that change the landscape of well I think they're just starting to change the landscape I think we need talk about the on-demand economy in particularly services like that this is really a new concept and there's a lot of things that companies are trying to feel out about legislation and regulation and also to the other aspects that means we're just at the beginning
of what the on-demand economy has to offer and it is going to be a couple of hiccups On the road as as we go through but at the same time that the basic concept is on 1 side you're letting people who really of want the opportunity to work flexible hours and then
take advantage of of excess capacity to about to be able to work and maybe even create their own businesses and on the other side you're giving people like ourselves the chance to have noted to take advantage of something when we need it and not necessarily have to have term subscriptions so there's a lot of promise there in how you can actually be more efficient as an economy but I think it's just in the very early stages and we're just starting to see some of the missteps of regulation and insurance and things like that that are going to have to be ironed out as we move through where I think this is 1 aspect as the on-demand
services some part of these companies there will have to reorganize grow fast and they will have to reorganize the workspace in the workforce and I'll look at the many workers on-demand powers that word of for you yeah it's interesting I mean I actually was in over a week ago in separate
Cisco and the driver was training to be an American football player professional football player so he's training for the NFL on 1 side but then he's making money by driving around on the other side and I thought that was really interesting example of how when people were really trying to figure out what their life's work is what their dream is and what they want to achieve with their careers having that flexibility to be able to make money in different ways from the traditional nine-to-five job is really a benefit to all of us to give them the opportunity to try something new and also the rest of us the opportunity to have some resources that we didn't necessarily have before right the well so looking at new models of the sick individual girls and aspirations were for 1 company for a whole lifetime
and that has been replaced by flexibility independence companies attract the best qualified of individuals you know attracting talent is 1 of the most important things that any company can do now and it's interesting when you look at the difference between say large corporations that are trying to feel more like start
they're trying to promote the use innovation innovative opportunities to people who want to be that were created more aggressive and then smaller companies are trying to attract people to sort of have amateur talent that can help them go to the next level so you get an interesting sort of makes there where this sort of meeting in the middle and our reading as a series of tools and services that really attract people and make it much more interesting for them to work but really what most workers adjudging now but for thinking about the next career the next job is about where they can have an impact where they can make the biggest difference it's not about the benefits is not about the building it's not about the workspace anymore as much with the physical surroundings it's really about what I might have the opportunity to
do any on-demand economy for freelancers really gives people a chance to specialize and say this is what I wanna be an expert in and this is where I excel and I could really make my own career and and with companies that are constantly innovating and individuals the could consul changing how do you are or how can they ensure that they're up to speed well there's a lot of interesting ways that people can assure the ensure the up to speed up and but 1 of the things that come about from the on-demand economy is really the concept of online learning as well so there's a lot of
sites now that that let you of learning during pays like you develop your skills well beyond University and this gives people a great opportunity to really expand on their own and not necessarily be subject to a traditional structure that in addition to that when you have a freelance type of mentality you have a freelance economy those people can choose and prioritize here is what I wanna be an expert in in here is I wanna develop my own career and my own skill and that
enables them to create a specific set of skills the companies may not necessarily be able to hire a full-time person just do that but they want to actually hire
someone who has the expertise so it's a benefit for both sides as a freelancer you get actually develop your own skill set and really make your mark and make your own brand and as a company you get access to expertise that you may not necessarily be able to afford is a full-time employee or need is a full-time employee but you can still have that skill set as a part of your company right so so sourcing talent globally is a is a
is a given all basically you have a designer and Zürcher products in China and the distributions of well so but how do you manage to foster the corporate culture or some sort of common culture when we say we're looking also at individual branding you know we had exactly this challenge it ever know we have 11 offices around the world in they're not a sales and marketing offices there also development offices in many instances and in fact 1 of our key
features which is a representation that was developed in Zurich was designed in Zurich it was
implemented in Redwood City and it was rolled out through Austin and China and several other of countries and this is where I think technology can really be an advantage because if you harness the power of
technology correctly technology lets you share the information and discover the knowledge of your colleagues you can work more smoothly than the people themselves can actually focus on the verbal and the face-to-face communication that lets you bring that level of culture to the organization that you know is above and beyond what technology is doing for you so you start with the technology base that lets you more efficiently share information across people they're spending less time sending files around and managing like who got what and you have the latest version and all that all that sort of stuff this spending more time talking about the philosophy in the theory and the execution of the work that was 1 of about
them on on the other hand like create loyalty with the workforce that again can choose whatever it wants to work so there's
the offer of a culture at the same time I'm look my personal benefits and how do you manage to bring loyalty within and works you know I think it's an interesting mix and the question is whether you should great loyalty 1st of all so I Amazon and Google recently released the fact that now the average tenure employers only 13 months because people are
moving around quite a bit it's very common for people to shift from company to company that has its disadvantages in it you're constantly bring in new talent but if you've actually created a
structure that allows for that new talent to make an impact quickly then what you actually get is the advantage of lots of new opinions lots of new ideas lots of fresh thinking and innovation all the time so it's really about being a have adaptive structure to make sure that you're building the best opportunity for those people that being said that if a company is constantly innovating and are constantly changing their constantly growing and then you can give employees
enough so that new challenges that they can stay loyal for a long time and in every node has place we launched in 2008 we have employers that have been there since
day 1 and we continue to have like 2 3 4 5 year tenured employees for a company like ours that's that's quite unusual so now this was the 1st of what a
worker source which after only you want to you here in Germany were very fond of the idea of a work life balance and I'm in an on-demand economy in which services and
the work is basically you used all the
time and I'll continue seperate these aspects in homes with you know I'm very fond of work life balance to I just think and look at it a little
bit differently but I do that I love and that's part of what creates my work life balance and I think 1 of the 1 of the mistakes to think about technology is people look at technology is something that controls their life you know if they have technology that they're constantly on the constantly have to look at e-mail that's not actually true technology is their work for you and you can control it so for example for me I turn off most of the alert on my phone I decided I wanna look at when I wanna work based on what's the best schedule for me was the best little from what my life that might mean I'm doing something personal at 10 AM in the morning and I do something that's work-related at 8 PM at nite because that's particularly how I wanna work at that time but it doesn't necessarily mean that 1 outweighs the other I think we're at that point in
time where we need to learn how to take technology and and take it for what it was meant to be which is something that actually helps us to be more efficient not necessarily something that were slave to write and let's take another critical look at these developments on an on demand economy do we really create more freedom to like you're describing with your personal choices for also a we catering for creating actually cheap labor and glass consumer you know it's interesting that the term glass
consumer is something that that sort of fairly new to me and I think it's an interesting concept because there is an idea of with the on-demand economy does a lot more data out there about consumers and their needs their once and therefore it's more transparent I I feel like it's a little bit different I feel like we're actually creating glass companies in that the consumer is now in charge of what they what they decide what they want a card they decide they want their groceries they decide when they want them to come from so
it's really an opportunity for the consumer to
create the demand rather than for the consumer to be the target themselves because we have much more of an opportunity for mass customisation it's no longer about I can only get this when this particular store tells me I can get this or I can only do this with the this particular company tells me I can do this it's now at an economy where
the consumer has a lot more of and sway over what the corporations do and what the companies do and we should use that to our
advantage we can create products that we want we can get what we want if we just demand that so I think I I would turn it a little bit of the opposite direction of 1 it does create freedoms because it allows people to do what they want to do but with
that comes responsibility as an individual freelancer as somebody who's creating your own how you need to decide for
yourself what you want your brand to be what you want your focus to be you have to learn to say no to the things that don't fit into that mentality and that's new that's hard for people but then I also think that it does create a lot more customization amongst what companies offer to consumers it's it's not necessarily about exposing the consumer it's about making the company
adapted what the consumer wants because they now have a chance to push a button and get exactly what you're looking for true at the same time the things there where we were looking at an on-demand economy is it gives us what we want at the time wanted but it also starts to suggest things that we don't even know the we wanted at that time given and there are no at every node you're
investing a lot into a i on what you call augmented intelligence and supposed to give the user superpowers can you elaborate on that yes I think for us technology is really meant for the and to give the individual and the people that they're
collaborating with some what we call super powers and and whenever that 1st started in and still to this day we talk about it being your 2nd rate you know this this concept that is all these
things you want to remember and you know you're going to need them
at some point but you can't remember where you put which piece of paper you wrote it down you can't remember which magazine directed out but whatever note you can collect all that information you can have at your fingertips and then you can recall it very quickly now what AI lets us do which is different from what how a lot of people look at a i is we try to take what you're using in your account and we apply algorithms just to use so we don't share that data with anyone else but we wanna serve you the information that you're looking for before you even have to ask for it so you can imagine a
day when with wearables where you're you know walking down the hall and you run into somebody you don't necessarily see on a daily basis and your what's this hate you got a meeting with this person tomorrow and here the topic you want talk about and boom you've got the notes to cannot already start the dialog much earlier and it may be something you would have fumbled and looked for before and you have access that information and so it's like a
personal assistant in some way that kindly
whispers interior which you know from from a practical point of view because there's a lot of us use lots of tools at all times and how can we integrate mean you're you're not implantable vernal but also in understanding more and the larger digital economy that we live and how can we integrate all these different channels and tools so together you know the end it's
definitely a challenge and I see lots of different know inputs and in my daily life and and that's part of what we tried to do from an Evernote perspective but I think a lot of companies are looking at this as well to were not trying to force you into a new workflow were trying to take the best of whatever it is you're trying to do and make it easy for you to work how you want to work so for example an ever know were
were not really try to replace every other tool that you might wanna use but rather put it into a consolidated workspace where you can have your documents and your Google Drive you can have
your office documents you can link things into Evernote making it all searchable so that throughout your day you can mainly focus on this 1 application and you don't have the context switch between different things to you write a memo create presentation or you know read an article the recently clip from the web so it's really about trying to streamline by saying OK how can we be the modern workspace the lets you have everything you need in 1 place but not necessarily forced you to
create just that you should be able to use a variety of different tools that sounds like some
there's a lot of data being collected get that the
torque question the only women you said we're not a big data company actually and I Data company and yet the organization of knowledge is at the core of your business doesn't that
contradiction but it does seem like a bit of a contradiction we sort a joke about the fact that we're the biggest non Big Data company you can imagine we do have a lot of people's notes but
were very very serious about privacy and protection so we don't actually expose those notes in anyway so every node has a very specific direct business models in that we make a product so you pay a subscription fear products that's it we don't search your data for advertising we don't modifies than any other indirect way you know specifically that you're paying for the application and then that money is what's going to our business model there isn't any other way that we make money when we do that because in order to actually be successful as a company we need you to trust and put your information into ever known and if it were mining it for advertising or for other purposes you're never going to do that so I think that's a that's a key part that make several very different is yes we have a lot of this data we do absolutely nothing with it but keep it for you so basically I'm as a user the only 1
profits from it yeah which is for half
of the year happened is an individual that's that's that's
probably true when I was a working a corporations have Urals enabling offering distress system to be companies and how do they utilize this right so back to your point about work-life
balance of our business product is quite unique in that when you use every node for business you actually have to answer to accounts in 1 so you have your personal account still and then you have your business account and the designated by separate the books so use the user you see both of your accounts together the business only sees your business notebooks you can clearly see which notebooks are part of your business in which a part of your personal life so you can switch between personal and
business very easily but when it comes to what's actually shared with your teammates that's all the
business no book and you can clearly designate that the advantage is that I get to you is you have a few different things you can do you have a business home where you can put up their books that you what the
entire the and every time you update them they have access to the latest information but then we also do something called Knowledge discovery so if you're
working on an article in your writing something in every node business as your writing we will surface and say you have 5 colleagues that know more about this topic because we can see that you're writing an e-mail what else is in the business so you can quickly call your colleague and say 0 I see that you wrote this article on this topic like 6 months ago can talk to you about what your notes on like that Kentucky that that information so making more efficient with your team without actually exposing your personal data through the in that sounds like a positive seamless
and experience so on when you look at Future of Work businesses and organizing how will this sharing knowledge and enable people to do better so we're seeing a huge trend around the world that that economies of all different
sizes are moving from Morgan manufacturing-based economy into more of a knowledge-based economy knowledge is actually becoming sort of competitive advantages that advantage for different firms whether you a services industry is so the knowledge about your customers is really important or whether you're in more traditional products based company and the IP in discussions around the the the products themselves the partnerships is is more important that knowledge is really really crucial and what we see happening is that the more
people actually share knowledge the smarter the entire organization becomes and therefore everyone profits that I think in the past has been a lot of competitive nature about I only
want my notes to be for me because if I have all the information that I'm valuable and people are moving away from that into more I am more
valuable if I actually share and collaborate with other people because I'm gonna learn more there to learn more and then and therefore overall we're both gonna be more powerful than that so you're differentiating between the productivity as an individual and the predictive user group on do think that again this is a contradiction keeping knowledge or having to share for the bigger off group I think thinking work very well together I think as
people are trying to be more individually productive they start to spark more ideas and those ideas get better where they're actually shared and collaborated on so I think having both in 1 tool is actually quite valuable a place where you can kind of keep your information and you wanna work on something and kind of think about it a little bit more again get some ideas going before you actually share it with the group and then once to share it with the group more magic starts to happen because everyone else just to say 0 I see this I see that we can do this and we can do that and they improve upon it so I think the combination of both is really quite crucial but I think the key that is it should be something that's fairly seamless I'm in the past a lot of tools that tried to make it easier to share knowledge were very sort of ugly they work well designed they were very clunky there and build more for i t than they were for the human being and we're really trying to
build something that's much more user-friendly so that you enjoy working in it and therefore you enjoy collaborating in it with your colleagues that that's an
interesting challenge that a lot of are facing both when it comes to devices and when it comes to software that you mention devices in the top before was 1 of the wearable so that the next step is of a node
can be on the Apple watchers that something you're looking at yes so we we are on the Apple Watch men were on
it when it launched and I think wearables is something that is really really interesting to watch particularly when you talk about productivity space because we really didn't want to take every node has an entire application and just replicate completely on the watch because this is not very user-friendly we
want to take a subset of functionality that would make the most sense for a device like
a watch and bring just that to a very simple interface because in order for the watch to work you have to have the phone with you so if you wanna read a two-page note you're not going to bother watching just be sitting there scrolling scrolling monopolies even that research about how long people understand like this before they get tired and it's not very long so so really taking just the the the pieces of every alike
checklists like reminders and like notifications about and adding those 2 the what's city you know that something's there then if you want to look at it you can pull out your phone or if you want to check off on your cyclist you can see that on your on your watch being really
smart about which activities have on which device is a key part of this is not going to be a tiny little keywords for you to type you know a six-page no wonder what that would make sense of what makes more sense is I just
arrived in the city I need to see what my you know trapped my next meeting is and that the information I want have that node should be right there from the center of but it should necessarily be like an acute composition but random when no no we year all this basically it creates a hybrid aware hyper-connected individuals that can access all the information that 1 cell phone together but also all appears gathered and know how warm do
we utilized for personal benefit
and mostly the you're in the room are hydro were connected and gets summer struggling to make ends meet with what they're doing with all this super expertise yeah I think it's quite
interesting because it creates it creates an opportunity for for real knowledge it also creates an opportunity for being Bolivia well it
happens I'm and I think this is where you know again when we think about augmented intelligence from 11 o perspective that's a big part of what we're trying to do is now you have all this information what can we develop next that lets you quickly find the information you need at the time needed because we can surfaces for
you know if you if we get to a point where we can actually understand like what you're your meeting and scandal like the winners less time you
talk to that person and just bring that information at the forefront so you don't have to sort through it I think it's quite a quite positive at the same time I think there's a certain amount of personal responsibility and this is similar to what I was talking about before with the on-demand economy of we have to train ourselves how to use technology to best suit us and so it isn't always about trying to absorb anything everything and I think it's about
trying to sort through what is the most relevant thing for me and letting technology help you do that is a lot of different tools that can do that for if when you look at your user base can you say we are there certain industries that are more inclined to use so collaborative tools absolutely also freelances as a matter of
fact is is 1 very very important industry forest and particularly people in creative field and also people in journalism and quite strong and there's recently of course study that was released it said by 20 20 50 per cent of people in the US are going to be freelance workers so this is a very very fast growing from audience in in the same thing is happening globally as well so that's something that's quite crucial and it's been great for us on people and financial services use ever know quite a
bit but we also have a lot of people in any kind of consulting field where they have a lot of different
clients that they need to manage and sort of go across the board not even just about that we have a significant number of people in the mining industry I'm in the insurance industry all sorts of different users The you would never quite expect 1 of 1 of the interesting example on the mining side is the need to go and they need to inspect the mines sensible take iPad down they lose connectivity when they're in the mines will take images they'll take readings and then we'll come back to the surface of things with evident
across all devices so even something that's very sort it down and dirty very manual can be improved by knowledge management
it's quite surprising and when you look at the user base
internationally which countries or regions are expanding the fastest right now so we're going quite fast in every is very unique in the fact that between 75 and setting
79 % of our users are actually outside of the US and so that's really unusual for a company our size on China's growing very quickly for as Latin America Chile Brazil and Mexico were growing very fast and very quickly Indonesia Australia it's still some of our top markets Germany has 3 million users alone and for a million across all the German speaking markets and Europe accounts for about 33 % of our user base so wild different markets are growing at different speeds and Germany is the 1 of our top markets that's impressive and I 1 of the most of the audience and the the touch lot of points on demand economy services products of freelancing
every node is there anybody out there would love to have as a question for Linda good all and there's a microphone coming up Ch yeah I I want to invite you to and change of the formant of talking to you and use the pollen here of people and and I'm just curious and how many of you have
freelances with you can say not
it the and and how many of you would regard itself as a work is in there would go on demand yes income side
and in the on-demand yeah
if looking at is there a question in the sum sorry to to drug we only have 3 minutes I would love for quot yes to the last question with the and the ideal of users of the evidence and the but some but thank you for the inside of any other questions over here but a shot to save the date and the protected sit on US rest of this sit on European solvents I'm asking because it's even after the data protection laws and there applied different countries here so our data is currently on US servers we own our own hosting centers that weekend and protect them so we don't
actually out of the hosting and so we own our own data centers on both based on the west coast in the US we are considering other locations in the future in Europe is 1 of them because of exactly that the the work of the question was what is the demand economy doing to on a quality in society between rich
and poor I mean because the I I have a feeling that the negotiating power of the of the employee on that is freelancer is getting lower because whenever somebody wants to hire somebody can easily exchange so there is no more than the minimum wage there's no more more trade unions so the demand economy to who what can be
done to to strengthen the negotiating to of the of of those 3
answers you know we've seen we've seen some really interesting things on because of the way they were able to expand but it's
looking at the negotiating power of the freelancer to the company is 1 thing but I think also looking at the power of somebody it actually start their own business is another so for example when Evernet expands internationally 1 of the 1st things that we do know when working in a country as we engage the developer community to develop applications that can be built on top of every
that they can then run their own business or log on and we recently did as a program in Africa where we actually basically held developer contest held several workshops to allow people to build on top of the orbital platforms platform and then we gave away grants to the winners so they can build their business on top of that so I think it's too different ways that you can look at how the demand economy can actually help equalize that 1 is by allowing people to develop a specific skill set that taking that market into an organization or into a company as a freelancer but I think it's not to be underestimated the power of letting people actually start their own businesses and using the skill sets that are very specific to their knowledge their market in their community the act that 1 out they develop a contest that we that we held in Africa last year was actually an application that would never really happen a use necessarily outside of Africa something very specific the financing and banking is unique to the African banking system but because of this he was able to develop and start his company using ever notice kind of The Stepstone platform and and and getting the prize money to actually find the business and hire people and start his own organization so is 2 different ways to look beyond mn economy great thank you thank you for your questions thank you free input
vinculin the free time and I insights and the wall if you have any questions you stash texts and questions we had whether we're for you and I think now the next talks coming up thank you very much for this
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Besprechung/Interview
Computeranimation

Metadaten

Formale Metadaten

Titel Working in the on-demand economy
Serientitel re:publica 2015
Teil 71
Anzahl der Teile 177
Autor Kozlowski, Linda
Moshkovits, Boris
Lizenz CC-Namensnennung - Weitergabe unter gleichen Bedingungen 3.0 Deutschland:
Sie dürfen das Werk bzw. den Inhalt zu jedem legalen Zweck nutzen, verändern und in unveränderter oder veränderter Form vervielfältigen, verbreiten und öffentlich zugänglich machen, sofern Sie den Namen des Autors/Rechteinhabers in der von ihm festgelegten Weise nennen und das Werk bzw. diesen Inhalt auch in veränderter Form nur unter den Bedingungen dieser Lizenz weitergeben.
DOI 10.5446/31928
Herausgeber re:publica
Erscheinungsjahr 2015
Sprache Englisch
Produktionsort Berlin

Inhaltliche Metadaten

Fachgebiet Informatik
Abstract Modern technology has significantly changed the way we work today. We are now living in an on-demand economy, where workers can sell their time and skills on demand, and companies work with international teams across the globe.

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