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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.
Monday, June 30, 2014
Oregon Business magazine won two silver awards for excellence in writing in the National American Society of Business Publication Editors Western region competition.
Tuesday, May 27, 2014
Oregon is known for its green-minded citizens, and many workers are attracted to firms and organizations that practice green, not just pay lip service to it.
Thursday, July 03, 2014
BY TED AUSTIN & MIKE BAELE | GUEST CONTRIBUTORS
The Office of Economic Analysis announced that Oregon is currently enjoying the strongest job growth since 2006. While this resurgence has been welcome, the lingering effects of the 2008 “Great Recession” continues to affect Oregon businesses, especially with regard to estate planning and business succession.
Thursday, May 29, 2014
BY LINDA BAKER
Remember mood rings? A team of scientists at Oregon State University has designed what might be considered a 21st-century analog of the ’70s jewelry fad: a bracelet that reveals one’s exposure to pollutants.
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.
Thursday, May 29, 2014
BY JESSICA RIDGWAY
How the president of BlueVolt spends his free time.
Friday, July 18, 2014
BY JASON NORRIS | OB GUEST CONTRIBUTOR
Back in May, we shared a common Wall Street quote about investing, “Sell in May and go away.” Fast forward to July and the most common question we have been getting from clients is, “When is the market pullback going to occur?”
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