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Apps drive work democracy

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Apps have made just about anything possible and are broadening service providers’ access to their customers. Also, anyone can now start an enterprise, thereby brining in more competition and offering better prices and more choices than ever before.

In the evolution of the digital world, apps have made just about anything possible by broadening the access that service providers have to customers. Ultimately, it can be said that digital has democratised business by enabling anyone, even those operating on shoestring budgets, to start an enterprise of their own and exceed their wildest dreams. For consumers across the globe, this new world means more choice and better prices than ever before.

So says Ethel Nyembe, Head of Small Enterprise at Standard Bank, who points to the success of Uber, the innovative app that connects riders to drivers through smartphone technology. It has revolutionised the transportation industry around the world, and is presently making waves on South African shores.

The change Uber is bringing to the transportation industry, and the inspiration it provides to entrepreneurs looking for a new niche for their ideas, was illustrated in a recent episode of The Growth Engines, supported by Standard Bank and aired on Business Day TV. The series examines how innovative small and major businesses can collaborate to innovate in their markets.

“By using an app to create a connection point between transportation providers and passengers, Uber has changed the way that people move across 300 cities around the world. It has also boosted the earnings of taxi drivers who can use the technology to be connected to a new base of riders across their cities – thus reducing the ‘dead return time’ that normally occurs after a fare is dropped at a destination.

What is particularly interesting is that fitting the modern app-driven convenience of mobile technology into an established, traditional business like driving a taxi has involved some compromise on the part of Uber. Innovation has won the day, but collaboration between the old and the new is what is making the concept work,” says Ms Nyembe.

“The app has become the middle-man, bringing the essentials of democratisation to the transportation business. By bringing efficiency and accessibility to the fore, it has simultaneously empowered drivers to transform the way they do business,” says Alon Lits, General Manager: Uber (Gauteng and Durban).

In its six years of existence, Uber has transformed the way that people move around the world’s major cities. Commuters use the app to request a driver close by, are collected by the vehicle, and are billed through Uber, making the service seamless and easy.

“The birth of the Uber service was spurred by the founders walking through the snow in Paris trying to find a taxi. Both, already entrepreneurs in their own rights, returned to San Francisco and developed the app,” says Mr Lits.

Uber does not employ drivers or own any cars, but partners with the drivers. The drivers, in return for being able to access customers through Uber, pay a fee for the lead generation software every time they pick up an Uber rider. Security, however, dictates that drivers must have the necessary public professional driving permit, commercial insurance, roadworthy certificate, and spotless character references before they can join Uber.

It is at this point that the new way of doing business couldn’t succeed without the traditional, concedes Mr Lits.

“We looked at the system in South Africa and saw drivers coming through who had criminal records. We instituted additional screening practices by partnering with EMPS (Employers’ Mutual Protection Services) to clear prospective driver-partners.”

Says Kirsten Halcrow, Managing Director: Employers’ Mutual Protection Services, whose company uses the services of the South African Police Service (SAPS), Automated Fingerprint Identification System (AFIS), and other South African institutions to ensure that people who apply do not have criminal records and that they do in fact have the qualifications and experience they claim:

“We are constantly examining technology and what value we can add to our clients’ recruitment processes. This is particularly important in the present socio-economic environment where it is tough to get jobs and individuals are looking for easy ways of getting employment – many will use fake qualifications to achieve their ambitions.

Individuals who have criminal records do not admit this on application forms. For Uber specifically, we look for fake driver’s licenses, permits and examine all partner-drivers’ references. Unfortunately, to trust what is on a CV or driver application will not help anyone.”

A more challenging problem for Uber has been the failure of regulations and legislation to keep pace with the changes that have taken place with the emergence of the app world. An alleged contravention of permit bylaws in Cape Town recently saw 60 Uber operators running foul of the law.

“We continue to engage with regulators at city, provincial and national levels to ensure that our partners have a clear route to licensing. At the end of the day, we are dealing with a case where regulation is lagging innovation. It doesn’t make sense to step back and wait for regulation to catch up.

This is especially so in the context of South Africa. How can we sit back and let outdated regulations stand in the way of job creation, and safe and reliable rides that can transform the taxi industry?

We see Uber as not taking away business from traditional metered taxi drivers, but assisting them by taking away their down-time. It is not about them losing existing business, it is about adding to it. Even though Uber fares are lower, we are being told by drivers that they are making more money and also managing their time better,” says Mr Lits.

“The path to innovation and democratisation will never be totally trouble-free. In a fast-moving world, it is becoming increasingly common for entrepreneurs to identify a need and do what they can to supply solutions. It is inevitable that from time-to-time, entrepreneurs will conflict with entrenched interests and regulators.

Inevitably, the needs of customers and the opportunities offered to people to find gainful employment by using apps and digital services will win out,” says Ms Nyembe.

The Growth Engines can be viewed on Business Day TV (DSTV channel 412) on Tuesdays at 9:30pm, with repeats on Wednesdays at 10:00am and Thursdays at 2:00pm. For more information and to view in-depth articles on the key themes explored on the programme, log on at bizconnect.standardbank.co.za or bdlive.co.za/indepth/growthengines.

 

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Millennials turning 40: NOW will you stop targeting them?

It’s one of the most overused terms in youth marketing, and probably the most inaccurate, writes ARTHUR GOLDSTUCK

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One of the most irritating buzzwords embraced by marketers in recent years is the term “millennial”. Most are clueless about its true meaning, and use it as a supposedly cool synonym for “young adults”. The flaw in this targeting – and the word “flaw” here is like calling the Grand Canyon a trench – is that it utterly ignores the meaning of the term. “Millennials” are formally defined as anyone born from 1980 to 2000, meaning they have typically come of age after the dawn of the millennium, or during the 21st century.

Think about that for a moment. Next year, the millennial will be formally defined as anyone aged from 20 to 40. So here you have an entire advertising, marketing and public relations industry hanging onto a cool definition, while in effect arguing that 40-year-olds are youths who want the same thing as newly-minted university graduates or job entrants.

When the communications industry discovers just how embarrassing its glib use of the term really is, it will no doubt pivot – millennial-speak for “changing your business model when it proves to be a disaster, but you still appear to be cool” – to the next big thing in generational theory.

That next big thing is currently Generation Z, or people born after the turn of the century. It’s very convenient to lump them all together and claim they have a different set of values and expectations to those who went before. Allegedly, they are engaged in a quest for experience, compared to millennials – the 19-year-olds and 39-olds alike – supposedly all on a quest for relevance.

In reality, all are part of Generation #, latching onto the latest hashtag trend that sweeps social media, desperate to go viral if they are producers of social content, desperate to have caught onto the trend before their peers.

The irony is that marketers’ quest for cutting edge target markets is, in reality, a hangover from the days when there was no such thing as generational theory, and marketing was all about clearly defined target markets. In the era of big data and mass personalization, that idea seems rather quaint.

Indeed, according to Grant Lapping, managing director of DataCore Media, it no longer matters who brands think their target market is.

“The reason for this is simple: with the technology and data digital marketers have access to today, we no longer need to limit our potential target audience to a set of personas or segments derived through customer research. While this type of customer segmentation was – and remains – important for engagements across traditional above-the-line engagements in mass media, digital marketing gives us the tools we need to target customers on a far more granular and personalised level.

“Where customer research gives us an indication of who the audience is, data can tell us exactly what they want and how they may behave.”

Netflix, he points out, is an example of a company that is changing its industry by avoiding audience segmentation, once the holy grail of entertainment.

In other words, it understands that 20-year-olds and 40-year-olds are very different – but so is everyone in between.

* Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter and Instagram on @art2gee

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Robots coming to IFA

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Robotics is no longer about mechanical humanoids, but rather becoming an interface between man and machine. That is a key message being delivered at next month’s IFA consumer electronics expo in Berlin. An entire hall will be devoted to IFA Next, which will not only offer a look into the future, but also show what form it will take.

The concepts are as varied as the exhibitors themselves. However, there are similarities in the various products, some more human than others, in the fascinating ways in which they establish a link between fun, learning and programming. In many cases, they are aimed at children and young people.

The following will be among the exhibitors making Hall 26 a must-visit:

Leju Robotics (Stand 115) from China is featuring what we all imagine a robot to be. The bipedal Aelos 1s can walk, dance and play football. And in carrying out all these actions it responds to spoken commands. But it also challenges young researchers to apply their creativity in programming it and teaching it new actions. And conversely, it also imparts scholastic knowledge.

Cubroid (Stand 231, KIRIA) from Korea starts off by promoting an independent approach to the way it deals with tasks. Multi-functional cubes, glowing as they play music, or equipped with a tiny rotating motor, join together like Lego pieces. Configuration and programming are thus combined, providing a basic idea of what constitutes artificial intelligence.

Spain is represented by Ebotics (Stand 218). This company is presenting an entire portfolio of building components, including the “Mint” educational program. The modular system explains about modern construction, programming and the entire field of robotics.

Elematec Corporation (Stand 208) from Japan is presenting the two-armed SCARA, which is not intended to deal with any tasks, but in particular to assist people with their work.

Everybot (Stand 231, KIRIA) from Japan approaches the concept of robotics by introducing an autonomous floor-cleaning machine, similar to a robot vacuum cleaner.

And Segway (Stand 222) is using a number of products to explain the modern approach to battery-powered locomotion.

IFA will take place at the Berlin Exhibition Grounds (ExpoCenter City) from 6 to 11 September 2019. For more information, visit www.ifa-berlin.com

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