Social Machines: How to Develop Connected Products That Change Customers' Lives

258 Pages·2013·1.26 MB·English

by  Peter Semmelhack

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SOCIAL
MACHINES
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SOCIAL
MACHINES
How to Develop Connected
Products That Change
Customers’ Lives
PETER SEMMELHACK
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Cover image: iStockphoto/Taice
Cover design: Paul McCarthy
Copyright © 2013 by Peter Semmelhack. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
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Library of Congress Cataloging-in-Publication Data:
Semmelhack, Peter, 1965-
Social machines : how to develop connected products that change customers’ lives /
Peter Semmelhack.
pages cm
Includes index.
ISBN 978-1-118-47168-5 (cloth)
1. Social media—Economic aspects. 2. Social networks. I. Title.
HM741.S46 2013
302.3—dc23
2012050967
Printed in the United States of America
10 9 8 7 6 5 4 3 2 1
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I dedicate this book to my wife, Suzanne, and children, Tristan and
Victoria, my most important social network.
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CONTENTS
Acknowledgments ix
Part I Social Machines: An Overview 1
Chapter 1 Introduction 3
Chapter 2 A Social Internet of Things 11
Chapter 3 Why Social Networks Must Evolve 21
Everything Will Get Connected 23
Everything Will Get Smarter 29
Everything Will Get Social 30
We’re Running Out of Humans! 33
Chapter 4 Social Machines and the Future of
Humankind 35
Part II E very Product Is a Platform:
Rethinking Product Design in
the Age of Connectedness 47
Chapter 5 Overview 49
Chapter 6 A Brief History of Abstraction 53
Chapter 7 Social Product Design 65
Connected versus Social 68
Example 1—The Weather Station 73
Example 2—Wheelchairs and Hand Sanitizers 80
Example 3—The Social Bicycle 84
Chapter 8 Avatars and the Social Seven: Unique
Characteristics of Social Machines 99
The Social Seven—Overview 102
The Social Seven—Details 105
vii
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viii CONTENTS
Chapter 9 Spheres of Use, or Why Your New Product
Should Do Things You Never Envisioned 117
Part III The Business of Social Machines 121
Chapter 10 Introduction 123
People Sharing Things 125
Things Sharing Data 130
Chapter 11 How to Build a Business Using Social
Machines 137
Retrofi t Model 139
Built-in Model 142
Chapter 12 My Customer’s Customer Is My Customer:
The Beauty of a Social Value Chain 149
Chapter 13 The Art of Social Pricing 153
Part IV Getting Started 157
Chapter 14 Design Requirements: What Does It Take
to Design and Build a Social Machine? 159
But First, a Quick Story. . . 161
How Do I Make My Product Social? 167
Retrofi t Model 183
Built-in Model 185
Chapter 15 Getting There from Here 189
Part V Scenarios 195
Chapter 16 Smart Home 197
Chapter 17 Retail 203
Chapter 18 Transportation 211
Chapter 19 Finance 217
Chapter 20 Health and Wellness 223
Part VI Resources 229
Index 235
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