Marketing strategy or the next industrial revolution?
The gearboxes on the screen look so good that you want to lick it.
Steve jobs in the presentation of the operating system Mac OS X in 2000
Similar to Web 2.0 should be the version number 4.0 suggest that this is a qualitative development.1 It is spoken by a fourth revolution of the production method: after mechanization, mass production and automation now follows digitization.
As formerly the use of the steam engine and later of the flickbeners now intelligent and partly autonomous production machines are fundamental changes.
But as well as Web 2.0 hides behind the version number, above all, the desire to override the innovations to attract capital. The digital industry itself together with its hardware, software development and its marketing companies is based on attracting a possibly inflicted representation of one’s own skills and possibilities Venture Capital2. Even the newest and smallest mobile marketing startup offers the "most advanced and smart way to apply your app", Based on the "In the industry leading technology".
The underlying revolutionary technology is mostly used in the use or copy of already existing algorithms and technology. In the current state of the global economy, funds are around the globe to increase the money of investors somewhere profitably. Treasury nine trillion US dollars are just on accounts with negative interest rates. The country-wide capital flow decreases and since January 2015 decreases world trade.
In the face of enormous sums, which in the consequence of the economic crisis of 2007/2008 in growing mabe search for a profitable investment point, the exaggerated presentation of their own potential is not surprising. The prere to invest a possible amount of rough sum with possible high returns, increases with the increase "homeless" Capital. Since it is not surprising that the tendency was struck, only the rough project obedient and thus potentially a investment to send.
The development of an app that simplifies banking business for private customers (normal online banking for mobile terminates) appears comparatively boring and has only low growth potential. A company that does not promise less than the way banking happens, fundamental and a for all times. It seems "disruptive". The London Startup TransferWise became unicorn 4, after not even funft years at the beginning of 20163, without being or to be a bank itself in any form.
Similarly, this was with the Dot-Com-Bubble5, which burst in 2001, here is a surveillance of the profit maintenance in companies whose core business is in a service that even does not generate value.
The text comes from the book "Machines without people? Industry 4.0: of sham revolutions and crisis of capitalism" by Rene Arnsburg, which recently appeared in the Manifest publisher.
Just like the dot-com bubble, this type of revaluation is a bubble that will burst, it is primarily a short-term redistribution of capital. Industrial companies can be less risky steps due to the high level of fixed, ie witness in production facilities. But here too, only in something is invested that revolutionar seems disruptive and "Shooting for the Moon"6 means.
As with every run in a new investment phary, banale frauds are herself: A company called Juicero collected from the Google Holding Alphabet $ 120 million for a machine, pressing the juice of plastic grooves and the information of juice consumption to an app transfer. First tests show that the juice can also be pressed by hand from the tute, which has a negative impact on sales, though Juicero has lowered the sales price of the Gate of $ 700 on affordable $ 400. In September, the company set the sale of the press.
A much larger (and more danger) scandal interrits Theranos since last year. The medical technology startup was endowed at its high point at $ 10 billion. The landlord, Elizabeth Holmes, was the youngest billionar and her private enhancies amounted to best times on just five billion dollars.
Holmes was told everywhere, as she spoke that the billions were not so important, but it is about the fundamental right of all people to learn information about their own health. Theranos should revolutionize the expensive blood value determination and instead of multiple samplers for blood only a few drops to the Meng – to a fraction of the cost.
About ten years, the business ran with the allegedly new medical technology and Holmes has already been compared to Marc Zuckerberg and Steve Jobs. Then it came out that the method was medically not portable and inaccurate measurement results delivered and Theranos bought the technique of foreign companies to feed them to the investors at the meeting. The business model was based on a lug that Elizabeth Holmes Kreat made and played with the lives of many people.
To Web 1.0 was the mistrust of capital owners in the further development of Internet companies roughly, and the impression had to be brought that something so fundamentally grew that a renewed investment is worthwhile. Web 2.0 was in no way revolutionary, already before there were interactive or cooperative platforms on the Internet. Of course, the flat-covering introduction of smartphones, social media platforms and the expansion of the mobile available Internet offered new investment potentials, which at least narrowed an economic downturn in some areas after the global economic crisis.7 Not least due to the comprehensive to-product making of areas of life such as the personal usage behavior or personal data. This was anything but new and existed in the "offline"-World previously in the form of customer profiles.
The term industry 4.0 should mainly votes capitalists investment
Is there in terms of industry 4.0 Qualitatively new developments that were justified to speak of a revolution of the production method? The core buttons of digitization are the networked cyberphysical systems. As such, programmable machines are referred to, which can be used either self-relevant or as an assessment of human labor force. In this case, they are strictly interconnected by the Internet and able to communicate at a certain level and to react flexibly to other than circumferential conditions.
Both the concept, as well as the technology underlying the development, does not distinguish revolutionary of previously aware. Far away from making quantum mechanics reliable useful, today’s computer continues to be based on ever more powerful microprocessors and chips.
The concept of computer integrated manufacturing (CIM) can be dated to the year 1973, partial areas of it even come from the 60s. Differences are even in the fact that the original vision of a completely humanity production has been made for early years and is currently amed that there are a number of either very simple or very intuitive, resp. gives complex work occurrences that (yet) are not automatable. At that time, as today, analytical and data-based production was amed.
For some years "Growth Hacking", "Data mining" or just "Big Data", The actions of individuals can be predicted by complex calculations. From this, an episis of production should already be done before the actual action to offer consumers a goods adapted to their supposed needs. This has been a rough difference to today’s downstream episis on market developments.
However, all who have a reasonable view of the supposedly mad-made ads on Facebook or Google were noticed that even these technology sizes are still a good stucco away. Not least because of any one "GOD code", So an algorithm that not only understand every human consumption, but can even predict, is difficult to imagine. Self-developed machines have their difficulties as we have learned in a terminator 3 dialogue:
"John Connor: Fuck yourself yourself you asshole! Terminator: negative, command not exportable."
A difference to the CIM is that contrary to the local insulation for production units in the industry 4.0 everything is networked by the internet. But even this occurred his victory train already two decades ago.
The communication technology RFID (Radio-Frequency Identification), ie identification based on electromagnetic waves has been used for decades. From the 1970s, the technology was so far that it was ensured that goods were secured in supermarkets, which excludes the many known alarm signal during unauthorized passing of the output. Due to the extension of the frequencies and efficiency increase of the storage methods with low cost production costs, even raw materials can be provided with an RFID chip these days, which can retrieve all information for the entire production. The material can be with the machines "communicate" and tell them what work is done.
Another innovation is that radio chips can be implanted easily in humans, since the transmitter and receivers are only a few millimeters roughly. Up to 400 worked in the room of Epicenter-building in Stockholm, a RFID implant with which you can open trees, in the canteen and can operate the printer. At the same time, the control over the transferred data is delivered and all-round monitoring by management (for example the Swedish bank SEB) possible. It will be apparent that this is by no means a revolution, but above all quantitative amendment, which will still have significant impact.
The term industry 4.0 is above all a term that the capitalists should vote in investment. In view of the economic starting position already described, this is not surprising for German companies. Last but not least, Germany is one of the worldwide industrial nations through the export of machinery and production facilities. Together with China, USA, Japan and Sudkorea, 80 percent of all robots worldwide are deployed worldwide in these fun fencers.
The crucial development in terms of production digitization was mainly due to the fallen production prices with a simultaneous increase in performance of robots. The Boston Consulting Group calculated that in the period from 2005 to 2014 the average cost of a point-Schweew-Robot of 182.000 to 133.000 US dollars have fallen and by further development has been achieved an increase in productivity of funf percent.
By technical progress and pay savings, further cost reductions are expected, which makes investments in such systems less capital-intensive and thus risk-bearing and they reintroduce themselves faster. In contrast to James Watts steam engine, which initiated the industrial revolution, the electric motor or the microprocessor, is the technical basis of industry 4.0 by no means revolutionary.
Nevertheless, the comprehensive application of automated production has the potential to produce a qualitative change of production and its social impact in the course of the next to two decades, if not in the way we believe, but above all in the massive detention widest layers and a brutal race for the last natural resources to continue to produce overhead.