204
10 The Economy 4.0
were carried out in a computerized way or even by robots. Finally, the “Industry
4.0” marries mechanization with communication technology to make it possible for
intelligent machines (or robots) to directly communicate with each other or with
the few remaining production workers. The “Industry 4.0” represents the next step
of automation, which will eventually lead to a largely self-organizing production
system. For example, in modern car factories, there are almost no workers. Most of
the tasks are performed by robots, which are remotely controlled by a few skilled
engineers.
The key communication technology driving this development is the “Internet of
Things”, which uses networked sensors to generate information that can be used
to manage production in real-time. At home, the Internet of Things plays a similar
role, allowing us to control our Bluetooth stereos or TV sets with our smartphones
or tablets. But it would be naive to believe that the only consequences of digital
technologies will be more efficient production processes and smarter gadgets. The
digital revolution will transform our entire economy, and our societies as well. We will
see a trend towards selforganizing systems everywhere. Concepts from complexity
science will be empowered by Internet of Things technologies and vice versa. This
will provide us with the key to a better future.
10.7 New Avenues in Production, Transportation,
and Marketing
Let us now look at disruptive innovations in the areas of business and transportation.
For 100 years, vehicles have looked more or less the same. They have had four
wheels, a petrol or Diesel engine, a steering wheel and a driver. The production of
vehicles was centered around a few companies who could benefit from “economies
of scale” and advertise their products to a mass market.
13
But now, it has suddenly become fashionable to drive electric vehicles produced
by companies such as Tesla, while Google and other firms are developing driverless cars. Furthermore, Uber is challenging the traditional taxi business model by
connecting passengers directly with freelance drivers in their vicinity. Amazon is
even experimenting with automatic delivery by drones.
Rather than creating catch-all messages for a mass audience, advertisers are
increasingly using personal data to deliver tailored messages to specific target
markets. The customers don’t anymore have to search for products that might interest
them—the products and services find their way directly onto the screens of potential
customers. Online shopping platforms know our desires and suggest which book we
should read, which product we should buy, and which hotel we should book. Rather
than visiting a shop and hunting for a product, as we would have done a few years
13 Henry Ford famously stated that Ford customers could order their vehicles “in any color, as long
as it’s black”.
10 The Economy 4.0
were carried out in a computerized way or even by robots. Finally, the “Industry
4.0” marries mechanization with communication technology to make it possible for
intelligent machines (or robots) to directly communicate with each other or with
the few remaining production workers. The “Industry 4.0” represents the next step
of automation, which will eventually lead to a largely self-organizing production
system. For example, in modern car factories, there are almost no workers. Most of
the tasks are performed by robots, which are remotely controlled by a few skilled
engineers.
The key communication technology driving this development is the “Internet of
Things”, which uses networked sensors to generate information that can be used
to manage production in real-time. At home, the Internet of Things plays a similar
role, allowing us to control our Bluetooth stereos or TV sets with our smartphones
or tablets. But it would be naive to believe that the only consequences of digital
technologies will be more efficient production processes and smarter gadgets. The
digital revolution will transform our entire economy, and our societies as well. We will
see a trend towards selforganizing systems everywhere. Concepts from complexity
science will be empowered by Internet of Things technologies and vice versa. This
will provide us with the key to a better future.
10.7 New Avenues in Production, Transportation,
and Marketing
Let us now look at disruptive innovations in the areas of business and transportation.
For 100 years, vehicles have looked more or less the same. They have had four
wheels, a petrol or Diesel engine, a steering wheel and a driver. The production of
vehicles was centered around a few companies who could benefit from “economies
of scale” and advertise their products to a mass market.
13
But now, it has suddenly become fashionable to drive electric vehicles produced
by companies such as Tesla, while Google and other firms are developing driverless cars. Furthermore, Uber is challenging the traditional taxi business model by
connecting passengers directly with freelance drivers in their vicinity. Amazon is
even experimenting with automatic delivery by drones.
Rather than creating catch-all messages for a mass audience, advertisers are
increasingly using personal data to deliver tailored messages to specific target
markets. The customers don’t anymore have to search for products that might interest
them—the products and services find their way directly onto the screens of potential
customers. Online shopping platforms know our desires and suggest which book we
should read, which product we should buy, and which hotel we should book. Rather
than visiting a shop and hunting for a product, as we would have done a few years
13 Henry Ford famously stated that Ford customers could order their vehicles “in any color, as long
as it’s black”.