Home Linda Baker's Blog Creating value with mobile apps

Creating value with mobile apps

| Print |  Email
Linda Baker
Wednesday, May 30, 2012

BY LINDA BAKER

Everyone has an opinion about Facebook’s IPO mess and what it means for the Zuckerberg enterprise, tech IPOs, and civilization as we know it. For Astrid Scholz, executive vice president at Ecotrust, a market based environmental nonprofit, Facebook’s botched public offering yields two lessons. The first:  “you can’t make money off platforms per se.”  Instead, successful digital companies are those that actually sell tangible products and services: Amazon and Apple, for example.

Scholz’ second conclusion is more provocative.  Most internet business models revolve around one of three things: getting more eyeballs on the page, selling things or meeting people.  But perhaps “that phase of technology is running its course,” says Scholz. The next phase, she suggests, will be “to create software solutions that actually do useful things.”

Here one catches the whiff of the moralist. After all, one person’s use value is another person’s junk.  Yet Scholz’ point is well taken. What value has been created by Facebook, Google and the dizzying array of mobile apps?  How can we harness the power of the digital world to add more value — and then monetize that value with innovative business models?

I spoke with Scholz last month as I was researching my June cover story on green transformation; we followed up with another chat this week. (The Facebook IPO was just a happy coincidence). In the past few years, Ecotrust has been developing or co-developing its own digital tools, several focused on nurturing a more sustainable, or resilient, marine and fisheries sector.  “The questions we were asking weren’t addressed by Windows or Google, so we decided to build them ourselves,” Scholz says.

These tools include Digital Deck, a mobile technology tool that provides real-time access to catch information — collected from the boat deck — to help consumers, wholesalers and conservationists learn if fish is sustainably harvested. Another is Marine Map, a web-based open source platform that helps users, including fisherman and conservationists, visualize social ecological, and regulatory features of the marine environment.

These technologies serve a variety of data collection and consumer functions, offering marine planners fine grained information about the ocean environment and potentially offering more information to the consumer about the origins and quality of the fish they are buying. To that end, Ecotrust’s tools are similar to the "Smart Farmer" trend described in my green story, in which emerging mobile apps enable farmers to convey information to consumers and regulators about environmental and food safety.

MarineMap won a 2011 Tech Award — an international award that honors companies and nonprofits using technology to “benefit humanity.” 

Many things benefit humanity: food, water, clothes, games, even social networks. For  Scholz, one of the lessons gleaned from the Facebook debacle is  “the Internet hasn't grown up yet."  It’s also a call to arms: harness digital technology to create a new generation of value added web platforms and mobile apps.

Linda Baker is managing editor of Oregon Business.

 

More Articles

Buyer's Remorse

September 2014
Tuesday, August 26, 2014

Parents and students paying for college today are like homeowners who bought a house just before the housing bubble burst.


Read more...

Tight and Loose

September 2014
Wednesday, August 27, 2014
BY JENNIFER MARGULIS

As schools implement more rigorous academic standards, holistic and flexible approaches to K-12 education flourish.


Read more...

Video: The 100 Best Survey

News
Thursday, August 28, 2014

100-best-logo-2015 500pxw-1OB Research Editor Kim Moore shares some pointers about the 100 Best Companies to Work For survey.


Read more...

Podcast: Interview with Steve Balzac

Contributed Blogs
Tuesday, August 19, 2014

082014BalzacBY TOM COX | OB BLOGGER

Tom Cox interviews Steve Balzac, author of "Organizational Psychology for Managers."


Read more...

South Waterfront's revenge

News
Thursday, July 24, 2014
MoodyAveBY LINDA BAKER | OB EDITOR

Remember the naysayers?  Those who called the South Waterfront aerial tram a boondoggle?  Those who rejoiced at the massive sell off of luxury condos at the John Ross and Atwater Place?


Read more...

Is this employee right?

Contributed Blogs
Wednesday, August 13, 2014
081314 thumb employeefeelingsBY TOM COX | OB BLOGGER

When I say, “Your Employee is Always Right,” I do not mean “right about the facts,” but rather “right about how they feel” and “right about how they want to be led.”


Read more...

Two sides of the coin

Contributed Blogs
Monday, August 25, 2014
0825 thumb moneyBY JASON NORRIS | OB GUEST BLOGGER

Ferguson Wellman’s investment views on the economy and capital markets.


Read more...
Oregon Business magazinetitle-sponsored-links-02
SPONSORED LINKS