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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.
Thursday, July 24, 2014
BY 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?
Monday, August 18, 2014
Portland is in the middle of another construction boom, with residential and office projects springing up downtown, in the Pearl and Old Town. OB Web Editor Jessica Ridgway documents the new wave.
Friday, June 27, 2014
BY JASON NORRIS | OB BLOGGER
Over the last several months we have seen a wave of cross-border acquisitions, primarily U.S.-based companies looking to purchase non-U.S.-based companies. There are a few reasons for this, but the main culprit is the U.S. corporate tax system. The United States has one of the highest corporate tax rates in the world.
Monday, July 14, 2014
BY VIVIAN MCINERNY | OB BLOGGER
Some people think Amazon’s winking eye logo is starting to look like a hoodwink.
Thursday, July 24, 2014
BY CLIFF HOCKLEY | OB GUEST CONTRIBUTOR
With the increasing retirements of Baby Boomers, a massive real estate shift has created a significant increase in demand for NNN properties. The result? Increased demand has triggered higher prices and lower yields.
Monday, July 07, 2014
BY TOM COX | OB BLOGGER
Named after the 2010 experiment by Thomas Ryan, "Robin Sages" are fake social media profiles designed to encourage linking and divulging valuable information.
Friday, August 15, 2014
In this week's poll, we asked readers: "Who should pay for the troubled Cover Oregon website?" Here are the results.
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