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Job platforms become the new path to ‘offshoring’

Online labour platforms that connect freelance workers and clients around the world are emerging as an alternative to traditional offshoring, according to new Oxford University research.

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Workers from emerging economies in particular are benefitting from these networks according to the study conducted by researchers at the Oxford Internet Institute. The findings, published in the Journal of Management reveal that platforms such as Upwork, Freelancer and Fiverr offer companies in rich Western countries a simple and cheap mechanism to hire knowledge workers in lower income countries, without the burden of setting up offices abroad or contracting with an outsourcing company.

‘Many knowledge workers in emerging economies are benefitting from this arrangement,’ says Professor Vili Lehdonvirta, the lead author of the study. ‘Knowledge workers who previously worked at outsourcing companies in countries like the Philippines, for example, can now work directly for Western clients through these online platforms. Workers can earn more this way, and avoid gruelling commutes. However, their income and work hours can be less predictable.’

Online labour platforms use a variety of ways to provide clients information on worker skill set and productivity, such as skill tests and reviews from previous clients. ‘Workers benefit from having this information available to clients. We found that clients are highly influenced by information on worker performance when choosing whom to hire,’ says Dr Otto Kässi, co-author. ‘Moreover, our findings show that workers from low-income countries benefit much more than workers from high-income countries.’

One likely explanation for this finding is that Western clients tend to assume that workers from low-income countries are less skilled or less productive, unless they have explicit information to the contrary. One knowledge worker who participated in the study said, ‘Once […] you do get those first few projects and you get good feedback, then it doesn’t really matter anymore that you’re from the Philippines.’ Workers in emerging economies can fin

d their hourly rate shoot up 5% with just one additional project’s worth of work history, while a Western worker will only see an average of 0.1% wage increase for each additional project.

However, platforms alone are unlikely to eradicate global wage gaps. The study found that a graphic designer in the Philippines earned an average of $8.47 per hour, while a graphic designer from the United States earned an average of $19.53 per hour. ‘Our findings imply that a worker from the lowest-income country would need to have around a thousand projects’ worth of work history on the platform to obtain the same hourly rates as a worker from the highest-income country,’ says Lehdonvirta.

Another finding that warrants further research is how the online platforms themselves are benefitting from the differences in client perception between workers in low- and high-income countries. ‘The experience and project history that low-income workers build up on a specific platform is so valuable to their ability to secure future work,’ explains Kässi. ‘This creates very high switching costs for workers to move between platforms. We should be looking at the implications on things such as dependence, value capture, and working conditions, in the same way that we would scrutinize the effects of multinational enterprises and traditional outsourcing.’

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Projection tech transforms retail

By TIMOTHY WILSON, visual imaging business account manager at Epson South Africa

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Display designs, such as those found in retail stores, are no longer confined to static visuals on pull-up banners, 2D print and posters. The increasingly popular use of projection technology has ushered in new and exciting ways to create immersive displays using rich media and high-quality visual content to go beyond the four walls of traditional marketing.

In the past, projectors were lamp-based and prone to failure when used in a harsh environment, such as a retail store. Today, newly introduced laser projection technology has unlocked a range of capabilities.

Transforming the way brands engage with audiences

Creative techniques such as projection mapping, which can be described as the projection of video, animation and other colourful displays onto 3D surfaces, have completely transformed the way brands engage with audiences and can live in retail spaces, concert halls and even sports stadiums.

Projection mapping offers venues wide-spread creativity in using lighting in small or large environments, as was the case with Epson’s showstopping kinetic portal, which implemented projection mapping on a 360 degree vortex at the largest AV and systems integration show in the world – Integrated Systems Europe 2019. Driven by a new, affordable generation of projectors, mapping not only covers flat walls and traditional projections screens but also irregular shapes, objects, and even entire building façades.

When projecting on a larger scale, such as at events and music concerts, the process of visually combining several projectors to display one single seamless image might sound simple enough in principle but can prove to be a challenging task in reality. To overcome this challenge, experiential marketers are adopting the use of image edge blending, which refers to the process of stacking multiple projectors to create a single overlapped projection that appears continuous and clear.

It’s due to these advancements that displays in retail and events no longer pivot just on aesthetic appeal but can now deliver immersive consumer experiences that drive engagement and increase foot traffic. This is starting to drastically change the way that retailers, events and even restaurants host, engage, entertain and communicate with their audiences.

Projection is driving growth in experiential marketing

Consumer interest in the transition towards projection has seen this technology take centre stage at leading retailers such as Mall of Africa, events by brands such as ABSA and restaurants like Saint, transforming their environments into immersive spaces through projection that displays captivating imagery and video.

Saint restaurant in Sandton has pushed the boundaries of branding and displays, transforming all surfaces into a visual delight. Patrons entering the restaurant are greeted by a visual experience within a dome, featuring a series of moving, constantly changing artworks – such as a starry night sky or a replica of the Sistine Chapel – projected onto walls and the ceiling.

In fact, EventTrack research, which showcases the current state of marketing around the globe, highlights the continuous growth of event and experiential marketing. It notes that high-quality projection technology, more specifically its ability to emit stunning visual experiences, has grown in popularity to become the go-to tool for event organisers and retailers looking to captivate and engage with consumers.

The future of projection technology

Projection technology has proven to be an outstanding, much more cost-effective and reliable form of marketing collateral – setting an entirely new standard for high-resolution projection.

Sandton City recently embraced this market-leading technology with the installation of a virtual aquarium in its Centre Court. This installation centred on creating a 3D mapping concept that enabled shoppers to select an undersea creature from a touchpad to swim across digitised hoarding.

With capabilities to meet the demands of large-scale projection and the ability to effectively transform the way brands remain visible at shopping malls, restaurants and retail spaces – the unprecedented imaging power of projection technology has set a considerably high bar when it comes to retail and event displays. 

Epson, which is not only pioneering imaging technology and innovative projection solutions, is also the market leader when it comes to high lumen laser projection, having recently announced its 30,000 lumens laser projector (EB-L30000U) which will officially launch in 2020. This high-end installation laser projector, complete with 4K enhancement, is aimed at rental and staging companies, hospitality markets and visitor attractions, which is yet another progressive step towards transforming the way marketers engage with their consumers in the 21st century. 

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GoFundMe hits R9bn in donations for people and causes

The world’s largest social fundraising platform has announced that Its community has made more than 120-million donations

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GoFundMe this week released its annual Year in Giving report, revealing that its community has donated more than 120-million times, raising over $9-billion for people, causes, and organisations since the company’s founding in 2010.

In a letter to the GoFundMe community, CEO Rob Solomon emphasised how GoFundMe witnesses not only the good in people worldwide, but their generosity and their action every day.

“As we enter a new decade, GoFundMe is committed to spreading compassion and empathy through our platform,” said Solomon in the letter. “Together, we can bring more good into the world and unlock the power of global giving.”

The GoFundMe giving community continues to grow with both repeat donors and new donors. In fact, nearly 60% of donors were new this year. After someone makes a donation, they continue to engage with the community and give to multiple causes. In fact, one passionate individual donated 293 times to 234 different fundraisers in this past year alone. Donations are made every second, ranging from $5 to $50,000. This year, more than 40% of donations were under $50.

GoFundMe continues to be a mirror of current events across the globe. This year, young changemakers started the Fridays for Futuremovement to fight climate change, which led to a 60% increase in fundraiser descriptions mentioning ‘climate change’. Additionally, the community rallied together to support one another during natural disasters like Hurricane Dorian and the California wildfires, where thousands of fundraisers were started to help those in need.

The report includes a snapshot of giving trends from the year based on global GoFundMe data. It also includes company milestones from 2019, such as launching the company’s non-profit and advocacy arm, GoFundMe.org, and introducing GoFundMe Charity, which provides enterprise software with no subscription fees or contracts to charities of every size.

Highlights from GoFundMe’s 2019 Year in Giving report include:

  • Global giving trends and data
  • Top 10 most generous countries
  • Top 10 most generous U.S. states and cities
  • Biggest moments in 2019

To view the entire report, visit: www.gofundme.com/2019

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