10 tion. The Collaborative Economy is about value creation through open source, peer-to-peer, connected networks were ideas flow without boundaries and shared objectives are united by a common purpose. Mass collaboraTo take advantage of this trend, tion has been accelerated as a you have to make the shift from result of the digital revolution concepts of competitive strategy where “free” structural capital, to collaborative strategy and un- in the form of access to commuderstand the complex interaction nication networks, collaboration tools, media platforms and the between communication and collabo37% expect social media to be ration as a system of intangible capital used regularly across their entire Today, our new era is about intangible assets that aren’t so finite. I win, you can win too. The collaboration economy has arisen because value creation has shifted from machines to technology to minds.
business. 9% expect it to be fully Kevin Kelly writes in his book “New Rules integrated for The New Economy: “Communication – which in the end is what the ability to create and share knowldigital technology and media are edge, one to one and to millions, all about – is not just a sector of at the click of a mouse. the economy. Communication IS The data on the uptake of these the economy.” technologies is clear. What’s not Digital technologies have created yet clear is how to use these techthe possibility of mass collaboranologies to create strategic value. Using technology that enables collaboration doesn’t mean you can reap the strategic benefits of collaboration. Consider the markets current behavior relevant to use of technology to engage human capital inside and outside the organizations “walls”: 1. 37% expect social media to be used regularly across their entire business. 9% expect it to be fully integrated. -- AIIM