Content vs Technology…

Posted on 26 Ιουνίου , 2006


Since 20 years ago when I was studying computer information systems, I had an understanding of technology as a context to deliver results efficiently and effectively shortening the workflows of the traditional manufacturing and analogue environment.

Many things happened since, the Internet, the servicization of operations, the automation of workflows, the mobility in the communications and the convergence in technology as well as in the end user demands.

I was lucky enough to observe from a well positioned stand the cutting edge changes which occurred in the 90’s and become one of the change agents in the process of the internet integration to the firm as well as the digitization projects toward the shift of the value chain closer to the digital environment.

As a media professional, closer to the productions rather than technology, I tended to believe that content is the king and that technology will eventually become a commodity. After a long and painful trip in the balancing of the projects I took over, I formed a different understanding for both issues.

Content is the king but content is not defined only as the final product of the media, rather it includes the metadata which leads to the final product which indeed is far more valuable than the product itself and may create several added value economic cycles. So I started to challenge my journalist ideas, and found that my products were less valuable from the way I performed them… from the both the cost and the value perspectives. The way I performed my workflows in both physical and digital assets was more valuable than the results of this process… and that is an opportunities for the consultants.

Technology on the other hand has not been commoditised 100% yet, and it maybe never does, but technology includes two different perspectives, the commodity perspective and the strategic perspective. The commodity perspective draws strength and value from the end user who wants things simple and easy to use, as well as from the business people who want to cut costs and avoid creating small IT production factories with devices that become obsolete in fewer years than their pay out. The strategic perspective is more or less confronted as witches did in the middle ages, nobody want to talk about it because nobody has a clue of what it is and how to tackle with it. And this is an opportunity for consultants.

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