Isto é Mongo! Código na agricultura mas bottom-bottom: a democratização do código

Quase que juro que devo ter escrito algo aqui no blogue em tempos sobre o assunto, a verdade é que já procurei e procurei mas não encontro.
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Há coisa de 1/2 anos li um artigo em que um técnico de uma empresa sueca líder no seu sector, a Permobil, discorria sobre as inovações que tinham em curso. Pensei o quão limitados e concentrados nas cadeiras de rodas estavam, na altura começava a ver os artigos sobre experiências com exoesqueletos, os artigos sobre drones controlados pelo pensamento, sobre os smartfones para os paralisados, sobre as aplicações para educar, treinar, ensinar, crianças especiais.
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Por que me lembrei disto? Por causa deste artigo "Farmers Reap New Tools From Their Own High-Tech Tinkering":

"The robot tractor isn’t a prototype or top-of-the-line showpiece. It’s an eight-year-old John Deere that the 30-year-old Mr. Reimer modified with drone parts, open-source software and a Microsoft Corp. tablet. All told, those items cost him around $8,000. He said that’s about how much he saved on wages for drivers helping with last year’s harvest.
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“Even if they release [autonomous tractors] next year, it’s probably going to be 15 years before that technology trickles down to every farm,” said Mr. Reimer, referring to the big farm-equipment companies. What’s more, his version would be “a lot cheaper than if somebody’s got five to 10 engineers working full-time on something like this,” he said. He added that his system doesn’t require altering Deere’s own software or coding.
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The engineering-school dropout says he picked up programming from online forums and coursework archived on the Massachusetts Institute of Technology’s website, though he said he didn’t complete that program either.
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“Poverty is the mother of invention,” said Jim Poyzer, 65, who returned to farming six years ago after a few decades in computer programming. During the winter months four years ago Mr. Poyzer began tinkering with a microprocessor, eventually developing a system to monitor and adjust how many seeds his planter places in his fields near Boone, Iowa. The system tailors the flow of seeds to the soil’s ability to produce healthy crops.
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He estimates the system’s cost at about $750, versus commercial versions that retail for around $5,000, and says it helped him save about $1,000 a year on seeds. “That’s not much, but farmers are trying to optimize everything,” he said.
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Now, Mr. Poyzer is working on other projects, like a solar-powered sensor to monitor soil temperature that he says could help him get a jump on planting.
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Some farmers-turned-techies aim to reap profits on their innovations. Dirt Tech, a startup run by two farmers and two software engineers, is developing a range of mobile applications that help map soil fertility across farmers’ fields, or mark rocks to avoid damage to machinery or allow for yanking them out. The Elbow Lake, Minn., company’s apps have been downloaded more than 4,500 times."

Isto é Mongo! Isto é meter código nisso.
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BTW este trecho:

"Some companies, including Deere, have taken steps to prevent anyone from modifying the software that runs their equipment, and also warn that altering a tractor’s systems could put farmers and workers at risk. Deere uses copyrights and other intellectual-property measures to protect its software.
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“We always have producers wanting to build on top of those solutions. I think it’s a great thing,” said Cory Reed, head of Deere’s intelligent solutions group. But when it comes to Deere’s software, Mr. Reed said, “there has to be a limit, both for regulatory safety and for proprietary reasons."

Fez-me lembrar o Steve Jobs no tempo em que queria manter o controlo de tudo e lutava contra os que dentro da Apple pediam outra abordagem.

PME e código, já pensou nisso? (parte V)

Parte I, parte II, parte III e parte IV.
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Nem de propósito para se juntar à série sob este título "You Don’t Have to Be a Software Company to Think Like One":

"Every business is, willingly or unwillingly, a competitor on a software playing field, no matter which sector it’s in....In a world underpinned by ever more powerful, affordable, and public technology platforms, software is still king. And its importance as a source of value will only continue to grow..You may be thinking: but my company isn’t a software company. That may be the case, but the current business environment requires all leaders to view their companies as software businesses — and think like software executives. That doesn’t mean that you should stop delivering your current products or services. And it certainly doesn’t mean that you should suddenly start selling something labeled “software.” Rather, this approach recognizes a fundamental shift in the sources of value creation and competitive advantage toward software.... [Moi ici: Todas as semanas encontro situações em que um produto maduro, banal, poderia voltar a ser sexy com um pouco de código e IoT. Desde a empresa que se esqueceu de encomendar uma caixa de matéria-prima quando a última foi aberta, porque não um "dash" básico, simples para o B2B até ...] Digital technologies aren’t just tools of production to improve existing processes; they are also instruments of coordination, making it easier to collaborate with partners. [Moi ici: Este é o mei ponto principal, fomentar interacção relevante no B2B e aprendizagem para ambas as partes] Adopting a software mentality should include rethinking your business model to include partnerships with others who can help form richer ecosystems, generate network effects, and improve your overall value proposition. But it also means evaluating whether you may be better served by bringing outsourced capabilities back in-house....It’s what companies can reimagine with software that creates the real opportunities (and, inevitably, threats). To succeed at digitization, executives must view their businesses as software companies."

PME e código, já pensou nisso? (parte IV)

Parte I, parte II e parte III.
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Meter código nisso não precisa de começar pelo produto, pode muito bem começar por um destes vectores:

Imagem retirada de "Perspectives on Digital Business"

PME e código, já pensou nisso? (parte III)

Parte I e parte II, a que há que juntar "Um exemplo concreto e ao vivo do "é meter código nisso!"".
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Não pense que a sua PME terá de investir uma fortuna para meter código nos seus produtos. Alguns conselhos de alguém que o está a fazer, misturar código com produtos/serviços clássicos:

"Start small.
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We had the classic minimum viable product approach, starting with small businesses and what we knew well, and working our way up."
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Choose investors carefully, and educate them well.
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Structure is crucial.
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Balance the culture between old and new.
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"At Flexport, we have people from startups and Silicon Valley working alongside people who have been working in the freight logistics industry for years. The two cultures are naturally very different. I think the secret to our company's success so far has been getting both of those groups, who normally would never talk to each other, be friends and solve each other’s problems.
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You have to get good at checklists and managing expectations. It means slowing down your salespeople when they're closing a deal. It means having engineers work on something boring related to compliance instead of some amazing cool feature they want to build. I had a customs attorney I was paying before I paid any employees. You have to take it more seriously than the average startup, and instill it at every level."

Conseguem imaginar os job-to-be-done? (parte II)

"Implante no cérebro permite que tetraplégico volte a jogar Guitar Hero"
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"This Could Be the Wheelchair of the Future"
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Recordar "Conseguem imaginar os job-to-be-done?"
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O impacte potencial da internet das coisas, do código, na vida destas pessoas...

Um exemplo concreto e ao vivo do "é meter código nisso!"

Um exemplo concreto e ao vivo do que aqui se recomenda com frequência: "é meter código nisso!"
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Pegar num produto e transformá-lo numa plataforma.
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Criar um mercado para que programadores desenvolvam aplicações e serviços associados a esse produto.
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Criar parcerias com outros produtores para que queiram fazer parte da plataforma numa relação ganhar-ganhar-ganhar.
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Ver "GoPro Launches Developer Program":

"GoPro announced the public launch of its developer program.
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The initiative, which was quietly rolled out with a few partners a year ago, is aimed at offering official support of third-party companies that want to build products with seamless GoPro integration.
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First is having their mobile apps connect directly with GoPro cameras,
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Second is the ability for developers to build devices that can connect with GoPro cameras either physically or wirelessly
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Finally, third parties will be able to build mounting and housing products that specifically meet GoPro specifications,
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To date, 100 companies have joined the developer program.
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And GoPro’s initiative is launching with a certification program called Works with GoPro that offers third-party companies integrated marketing help and an official logo."

E à sua escala, como é que a sua PME pode começar algo deste tipo? Espero que os fabricantes de máquinas, por exemplo, estejam nesta onda.

Mais um exemplo de onde o "é meter código nisso" pode chegar

"The small private company in New Hampshire has climbed steadily up the economic ladder of its industry to produce specialized fabrics that weave in ceramics, metals and fiberglass. These high-value fabrics are used in products like safety gloves for industrial workers and body armor for the police and military.
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"These would be high-tech offerings that change the game for the companies involved and for the industry,"
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The advanced fabrics project, which is being announced on Friday, represents a new frontier for the Internet of Things. The term describes putting sensors and computing in all manner of physical objects — jet engines, power generators, cars, farm equipment and thermostats, among others — to measure and monitor everything from machines in need of repair to traffic patterns. [Moi ici: E recuo a 1990 e às primeiras experiências de manutenção condicionada que vi serem feitas na indústria. E recordo que há tempos fiz este esquema para um projecto:

Queríamos saber o perfil de utilização de uma máquina que era o gargalo da produção. Com a IoT isto será imediato]
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 The products of this emerging field are being called "functional fabrics," "connected fabrics," "textile devices" and "smart garments."
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Clothes filled with sensors and chips could give new meaning to the term wearables,
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"This is about reimagining what a fabric is, and rebirthing textiles into a high-tech industry,"
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For some companies, the functional fabrics are a potential add-on market. For others, they could disrupt their businesses.
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Until about two years ago, VF did not really have a R&D operation, said Marty Lawrence, a general manager for innovation. Instead, it mainly tapped research efforts at universities and by its suppliers.
But eying trends in the industry and technology, VF has hired scientists and set up four innovation centers in the United States that focus on areas including new fabrics for bluejeans and cognitive science.
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The functional fabrics project, Mr. Lawrence said, represents "the future of apparel.""

Tem a certeza que a sua empresa não tem de se antecipar e testar oportunidades neste campeonato?

Trechos retirados de "U.S. Textile Industry Turns to Tech as Gateway to Revival"

PME e código, já pensou nisso? (parte II)

Parte I.

"First came steam and water power; then electricity and assembly lines; then computerization… So what comes next?
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Some call it the fourth industrial revolution, or industry 4.0, but whatever you call it, it represents the combination of cyber-physical systems, the Internet of Things, and the Internet of Systems.
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there are also grave potential risks. Schwab outlines his concerns that organizations could be unable or unwilling to adapt to these new technologies
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It seems a safe bet to say, then, that our current political, business, and social structures may not be ready or capable of absorbing all the changes a fourth industrial revolution would bring, and that major changes to the very structure of our society may be inevitable.
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In order to thrive, business leaders will have to actively work to expand their thinking away from what has been traditionally done, and include ideas and systems that may never have been considered. Business leaders must begin questioning everything, from rethinking their strategies and business models, to discovering the right investments in training and potentially disruptive R&D investments."

Trechos retirados de "Why Everyone Must Get Ready For The 4th Industrial Revolution".

PME e código, já pensou nisso?

Acredito, com cada vez mais força, que as PME deviam levar a sério, muito a sério mesmo, o mote "é meter código nisso".

"To leverage such strategic opportunities, firms need to recognize a new concept: demand-side interdependencies. Demand-side interdependencies arise after the consumer procures the product. For the traditional or Industrial Age thermostat, for example, such interdependencies would include an appropriate wiring and the availability of electricity. But as the traditional thermostat has transitioned into a smart one, it has also become a sensor for collecting information and a focal point for communication across room occupants and an array of other smart devices. As a result, much more than just electrical wiring and power supply now contribute to its demand-side interdependencies.
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Traditionally, demand-side interdependencies were largely left for the customers to arrange for and manage. After all, such demand-side interdependencies were few and largely stable in the industrial age.
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Firms that are able to pioneer initiatives for recognizing, tracking, and influencing such new demand-side interdependencies can expand their frontiers of customization.
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Identify and develop demand-side interdependencies: Companies should begin to consider the products/services that they have built inside, for possible extensions by third parties. By adding APIs to data and services, firms can avail opportunities to invite the attention of complementors who could expand the ways in which the products and services are used in conjunction with other products and services on an ongoing basis. This will allow them expand their product and service offerings through more and more customized options."

Representa uma mudança de paradigma, não basta produzir, não basta "vomitar" unidades, é precisar pensar no uso, é preciso pensar na experiência, é preciso pensar no resultado pretendido com o uso, é preciso pensar no contexto do uso.

Trechos retirados de "Mass Customization and the Do-It-Yourself Supply Chain"

Plataformas e interacção

Para alguém que junta o conceito de Mongo, o conceito de interacção para a co-criação de valor (2012), e previu as plataformas cooperativas antes de estas serem moda, (2015, 2015), como não apreciar "Why A New Generation Of On-Demand Businesses Rejected The Uber Model":

"While those "Uber for X" startups seek to distance themselves from the driving, cleaning, and delivering they facilitate, instead functioning only as a technology  layer on top of other businesses, Slate fully believes that it is a cleaning and laundry company. "We’re not techies,"
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"There is no doubt to us that if we want to be successful, and if we want to be in the cleaning of clothes business, then we have to own that business," he says. "It’s very difficult to get the kind of consistent quality that you need to provide to keep customers without doing it yourself."[Moi ici: Mais do que "own that business" para mim é o own the interaction step, own the contact step, own the connection step, own the co-criation step, own the bond step]
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While the first generation of "on-demand" companies had a business model similar to the one made famous by Uber, many new service-sector startups are instead launching, or pivoting toward, a philosophy more aligned with Slate.
These entrepreneurs are not launching technology companies or even "on demand" companies. They are instead starting child-care companies, retail stores, restaurants, and laundry services that use mobile technology not only for delivery, but as a way to be more efficient at every step of their operations.
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"There are a lot of companies that can do delivery, but there’s not a lot of value-add. It’s just logistics. What we’re adding is a human connection. That’s really hard to do. That’s the missing link in a digital world.""

Como escreve Geoff Colvin em "Humans are Underrated":

"The most valuable people are increasingly relationship workers"

E a sua PME, ainda que não esteja no mundo da tecnologia (e devia pensar seriamente nisso, lembre-se do "é meter código nisso") o que é que faz pela interacção?

Agricultura, decomoditização e código nisso

Para mim é tão claro!
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Os que estão mergulhados numa espiral de definhamento, os que estão prisioneiros da "race-to-the-bottom", muitas vezes não percebem que o negócio do preço não é para quem quer, é para quem pode:

"Nos 10 anos em análise [1999-2009] verificou-se um decréscimo acentuado do número de explorações com bovinos (-51%), enquanto o efectivo, pelo contrário, registou um ligeiro acréscimo (+1%), o que se traduziu no referido aumento do dimensionamento médio do efectivo por exploração."(fonte: INE, Recenseamento Agrícola 2009)

Encadeados pelo foco desse modelo, tudo é feito para reduzir os custos, inclusivé este tipo de proposta é lançada:

"a reutilização das proteínas animais nas rações"

 O que gerará a dúvida e o medo, depois, da crise das vacas loucas, dos nitrofuranos, da carne de cavalo, de ...

"Cada vez mais compradores especializados vão querer garantias de que o fornecedor não faz batota. E mesmo que as proteínas animais voltem às rações, será que os consumidores vão estar dispostos a consumi-las?"

A alternativa é mudar de modelo mental e apostar na decomoditização com a carta da proximidade e autenticidade.
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E numa espécie de bailado, esta necessidade crescente de autenticidade alimenta, e ao mesmo tempo é alimentada pela tecnologia...
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Sim, o "é meter código nisso", a internet das coisas, e a internet de x... para mim, com formação química, acho delicioso este pormenor digno da Star Trek:

"there will soon be a way to authenticate your artisanal olive oil before you buy it. Thanks to interconnected mobile phones, cameras, sensors, and spectrometers, you will soon be able to analyze virtually anything in the physical world. Forget the internet of things. This is the "internet of X."
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The Israeli startup Consumer Physics has built an internet of ingestibles, using handheld molecular sensors embedded with a tiny spectrometer. Point one at an object, like a watermelon, and it breaks the light being reflected into a spectrum to show the object's chemical fingerprint. That information is then compared with a database of foodstuffs. Scan and search, the company says, to see if a watermelon has reached peak sweetness, or whether your medicine is real or counterfeit."

Pois:

"Besides unlocking information, the internet of X will create new demand for transparency. Imagine if every food had its own digital nutrition label that could be scanned to display its exact ingredients and nutrients. If I were a crooked "olive oil" peddler, I'd start worrying."

Quem estiver a descer o "escorrega" dos custos dificilmente poderá apanhar esta onda de valor acrescentado e, de nada valerá ser legal o que conta é a vontade dos consumidores.

Trechos retirados "Soon No One Will Sell Fake Products. Here's Why"

Onde o código pode chegar

Embora a opção seguida pelos empreendedores não tenha sido essa, o texto chamou-me logo a atenção para a integração do "é meter código nisso" até nos tampões:

"the “smart tampon,” outfitted with chips and transmitters"

Trecho retirado de "The Tampon of the Future"
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BTW, importante este ponto:

"People who suffer from a problem are uniquely equipped to solve it. “What we find is that functionally novel innovations — those for which a market is not yet defined — tend to come from users,”
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“The reason users are so inventive is twofold. One is that they know the needs firsthand,” he said. The other is that they have skin in the game."

Quando os ecossistemas encontram o "é meter código nisso"

"The Internet of Things is a good example of this change. Every industry, no matter how traditional — agriculture, automotive, aviation, energy — is being upended by the addition of sensors, internet connectivity, and software. Success in this environment will depend on more than just creating better digital-enabled products; it will depend on building ecosystem-level strategies that encompass the many moving pieces that come together to create the new value proposition.
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Understanding and deciphering ecosystem-level disruption will be the key for executives in the coming decade.
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The first step to taking an ecosystem perspective is to distinguish between situations where your ability to create value depends mostly on your own execution (product-based world) and situations where your value creation is critically impacted by the activities of other firms and technologies (ecosystem world). If you are competing in an ecosystem world, you must pay as much attention to the progress of co-innovators as to your own innovation efforts. This means recognizing when their slow development will act as a bottleneck to your own growth and when their accelerating development can fuel the growth of substitutes."

Um excelente texto, "Many Companies Still Don’t Know How to Compete in the Digital Age", para ler mais do que uma vez e ficar a ruminar nas ligações à série "É meter código nisso"

Admirável mundo novo

Dois exemplos a juntar à colecção do "É meter código nisso!"
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São eles:

• "Imagining dystopian and delightful new culinary directions"

"Many of the exhibits sound too strange and too poetic to be real, and yet they are. We are shown robotic bees from the Harvard School of Engineering and Applied Sciences, health-monitoring 'smart collars' for cows and building bricks grown from living fungus. A scientist has recorded the mating calls of insects, in order to lure further insects to their deaths with 'sonic pesticide'."

• "This Comfy Shoe Doubles As A Footstep-Powered Wi-Fi Hotspot"

"A prototype shoe using new energy technology can generate enough power to charge a dead phone, via a USB port on the side of the sneaker. It can also run electronics embedded in the shoe itself, like a Wi-Fi hotspot or a tracker that could be used to located someone in lost in rubble after an earthquake.

A tracking device could be used for children or someone with a medical condition. Because the sole touches someone's foot, it can also monitor vital signs and send alerts if something is wrong. A firefighter might use the tracking device in their boots. Tracking could also be useful for someone who just needs better directions inside a GPS dead spot; the tracking function works both with and without GPS.

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In a disaster, the shoe could help first responders find victims. "In the first five to six hours the chances of survival are the highest, then they very rapidly drop," says Krupenkin. "So finding people is very difficult, and if someone is wearing a shoe like that, then the signal from the shoe would point operators to where he is." The shoe could also indicate which victims are still alive, so rescuers reach them first.

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"There are many more applications," he says. "We're designing the system so the electronics module is replaceable by the user, so if you want a new function, you can pull the existing module out of the shoe and plug in the new one.""

Mongo em aceleração

Depois de ver:


Começa-se a imaginar o regresso em força dos alfaiates e modistas, a profissão do futuro, literal e figurativamente.
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Mongo aqui é personalização levada ao extremo:

• quais são os gestos que quer?
• quais são as funções que quer?
• a quem ou a que aparelhos quer estar ligado?

É meter código nisso:

• A propósito do "é meter código nisso" (Março de 2014)
• "the Internet on crystal meth" e Mongo (parte VIII) (Março de 2014)
• É meter código nisso e mudar de modelo de negócio (Março de 2016)

É meter código nisso e mudar de modelo de negócio

Recordar "É mesmo meter código nisso".
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Com este artigo "Amazon and Brita team up for Wi-Fi water pitchers" um exemplo de como a introdução de código num produto clássico pode levar à mudança do modelo de negócio. Em vez de vender o produto, passar a vender o serviço... subscrição com venda desencadeada pelo código do próprio aparelho?

É mesmo meter código nisso

Relacionar "Quando é que a sua empresa vai começar a brincar?" e "Somos o que fuçamos" com esta espécie de "é meter código nisso" em "Transforming Old Industries into Data Businesses":

"In a world where delivering complete solutions requires hardware design capabilities, software system and application skills, and interconnectedness with a variety of different nodes on a network, the economic value to customers is increasingly moving to software competencies in this wave of complex system delivery. The software components are what allow companies to build both new products and services which grow on top of initial product sales.
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While complete solutions require all three of these technology components in their development and deployment, the flexibility and ability to add new features is driven by the software competencies of the organizations." [Moi ici: Agora o desafio é como convencer talento a trabalhar com a sua empresa, ou para a sua empresa, para dar este salto]

...

Código, brincar, personalizar e... produtividade

Não começamos a fazer arte assim que nos tornamos artistas, li algures e retive.
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Um tema que passa por este espaço há alguns anos pode ser resumido pelo mote:

É meter código nisso!

 Qualquer ciclista, corredor, praticante de fitness e desportista em geral sabe a importância de manter níveis de hidratação adequados para conseguir obter o máximo desempenho desportivo.
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Da próxima vez que forem a uma loja de material desportivo procurem, para satisfazer a curiosidade, o preço de um bidon:

Como é que um produtor de bidons está no negócio? Produz na China, ou no Ocidente em fábricas automatizadas, para vender cada bidon às Decathlon deste mundo por € 0,70 cada unidade. Como é que se aumenta a produtividade num negócio deste tipo? Escala, volume e eficiência! Denominador puro!
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Agora, olhem para este bidon:

Quando a customização, a personalização se casa com o "é meter código nisso!".
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Como é que se aumenta a produtividade num negócio deste tipo? Numerador puro!

O que é que a sua empresa está a fazer para passar para o campeonato do numerador? O que é que está a fazer para meter código no que oferece?
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Ainda ontem sublinhámos aqui, através das disciplinas 1, 2, 3 e 4 a importância de estar atento a esta evolução. Repito:

O que é que a sua empresa está a fazer para passar para o campeonato do numerador? O que é que está a fazer para meter código no que oferece?

Não começamos a fazer arte assim que nos tornamos artistas. O mesmo para a sua empresa e o mundo do código. Quando é que vai começar a brincar com o assunto? Recordar "As pessoas e as empresas com futuro experimentam, são como as crianças".

Trechos retirados de "HOW GATORADE PLANS TO REINVENT SPORTS DRINKS—AGAIN"


Recordar:

• Água na boca
• A sua empresa quer pensar nisto?
• Acerca das alterações que transformarão as indústrias como as conhecemos
• "the Internet on crystal meth" e Mongo (parte VIII)

Água na boca

Isto "Marc Andreessen: 'In 20 years, every physical item will have a chip implanted in it'" bem na senda da série "É meter código nisso!" deixa-me com água na boca...
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Como ex-engenheiro químico, tive oportunidade de trabalhar como operário (cultura japonesa de começar por baixo), como operador de fábrica de polimerização, do mais indústria química que há. Centenas de instrumentos de medição da pressão, do caudal, da temperatura, do volume, da densidade, da humidade, do pH, do potencial químico, ... tantas possibilidades para novas empresas surgirem e, pegando em peças de "Lego", construirem sistemas customizados de monitorização do funcionamento de uma instalação, com upload dos dados para a nuvem em tempo real. Imaginar mecanismos de vigilância em tempo real, de comunicação, de actuação...

A sua empresa quer pensar nisto?

Há momentos assim!
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Momentos em que pressentimos que o mundo vai mudar, que um paradigma vai ser substituído, que gigantes imperiais terão de enfrentar um habitat novo mais propício a seres mais pequenos, mais rápidos, mais ágeis e, sobretudo, mais dispostos a aprender e a testar novas abordagens.
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Há anos que neste blogue escrevemos sobre o "é meter código nisso", sobre a ""the Internet on crystal meth" e Mongo", sobre a IoT ou IoE. Depois, podemos misturar essa vertente tecnológica com a economia do Estranhistão, com a service-dominant logic e com a nova realidade de que tudo é serviço.
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E o que resulta? Este texto repete algumas ideias já abordadas aqui no blogue "Manufacturers must learn to behave more like tech firms":

"The first shift is from products to services. By one estimate the number of wirelessly connected products in existence (excluding smartphones or computers) will rise from 5 billion today to 21 billion by 2020. The data these products generate are the raw material for new services
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The second, related change is the race to develop “platforms”, a software foundation upon which lots of services and applications can be built.
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This is disorientating stuff. Manufacturers are used to a world in which they take materials from suppliers, turn them into products and push them out to customers.
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For many manufacturers the principal sticking-point in making this digital leap is often cultural." 

As empresas que vão tirar mais partido deste evento são as que perceberem que o que vendem não são produtos ou serviços, vendem os resultados que os clientes querem atingir na sua vida.
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Isso implica trabalhar mais de perto com os clientes, isso implica escolher melhor os clientes, isso implica co-trabalho, co-desenvolvimento, co-evolução, parceria, cumplicidade.
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Isso implica casar com a tecnologia e criar híbridos que conciliam produtos, serviços, informação e novos modelos de negócio.
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A sua empresa já pensou nisto?
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A sua empresa quer pensar nisto?
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Será que podemos ajudar?