In an exclusive series of blogs, imec reports from its International Technology Forum (ITF) this week in Brussels. Els Parton, science editor, imec covers Peter Hinssen’s keynote address.
May 27, 2011 — Peter Hinssen, co-founder of Across Group, CEO of Across Technology, and author of the book The New Normal, starts his presentation by telling imec’s International Technology Forum attendees that he’s a full-blooded nerd. But that he feels he’s among family with an audience of technologists and ICT business people. These people are well-aware of the huge technological advancements of recent years, but are they also aware that technology has escaped into society and that it has a huge impact on how people — especially young people of the generation Y (born after 1980) — live their life?
For a company to survive, they have to understand society’s changed mindset. Hinssen lists several rules in The New Normal that explain this mindset. One is zero tolerance for digital failure. Consumers expect to have internet access anytime, anyplace. Another rule is that people are content with “good enough technology.” Just think about the success of mp3, youtube, skype, flip cameras etc. As a company, you don’t have to strive to perfection if the market doesn’t demands this.
The message is clear to the technology-oriented audience: digital is the new normal. However, for a company to survive in this new era, it has to understand that the new normal is not about digital, it’s about being clever with it. It’s not about technology, it’s about technology-enabled innovation.
Els Parton and colleagues are blogging exclusively for Solid State Technology and its ElectroIQ.com partners from imec’s International Technology Forum (ITF) this week in Brussels.
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