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|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.
Friday, September 26, 2014
BY JASON NORRIS | GUEST BLOGGER
This post focuses on the recent release of the new Apple iPhone as well as Alibaba's IPO, the largest U.S. IPO in history.
Tuesday, August 26, 2014
Strong public schools shore up the economy, survey respondents say. But local schools demonstrate lackluster performance.
Friday, September 12, 2014
BY TOM COX | OB BLOGGER
I often talk about what leaders can do. What about followers? If you’re a team member and you’d like to add positivity to your team, what might you do?
Thursday, September 25, 2014
BY LINDA BAKER
Oil is gushing out of the U.S. and Canada, and much of it is coming from places that don’t have pipeline infrastructure. So it’s being shipped by rail.
Wednesday, August 27, 2014
Kim Ierian, President of Concorde Career Colleges, and Deborah Edward, Executive Director of Business for Culture & the Arts, share their recent reads.
Monday, August 25, 2014
BY JASON NORRIS | OB GUEST BLOGGER
Ferguson Wellman’s investment views on the economy and capital markets.
Wednesday, August 27, 2014
BY JESSICA RIDGWAY
How State Representative Julie Parrish (House District 37) balances life between work and play.
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