2Know Magazine: Sharing KM Knowledge
2Know: Sharing KM Knowledge
February 2016 - Magazine No. 197
February 2016 - Magazine No. 197
Written By Moria Levy


It's been 2016 for a minute now, yet the various speculations regarding different trends in the field of User Experience (or UX) keep on flowing in. It is almost a daily phenomenon to discover another forecast and surprisingly (or perhaps quite expectedly) they are not the least similar. Hereby are a few trends to be expected according to an amalgam I have constructed out of these forecasts (a forecast of forecasts) - what can we expect of 2016?


Motion in websites: Websites have always featured pictures, since an excessive amount of text is overbearing on the eye. A vital component of the experience we wish to convey is a certain calm, which the lack of picture may inhibit. Yet now we are beginning to see a use of pictures which are actually short videos. An example can be seen in the following website:  http://www.qmarkets.net

Personalization: Another trend which has been discussed for years yet hasn't been implemented due to difficulties in performance or a lack of data is personalization. Naturally, 2016 is forecasted to feature personalization as a central component in UX.

2016 will also (possibly) feature more "in the moment" adaptation. This trend deals with more updated information we need specifically now. A recent research conducted in England shows that this is actually a key factor in generating an optimal user experience. There are already websites which include an area designated for showing what's new today (aptly named 'the Today section')

Mobile: A trend which we are beginning to experience today is a continued multiplicity of channels. An increasing number of organizations will invest in transmitting knowledge via mobile channel. Mobile devices will continue to affect our overall user experience in websites as well (e.g. hamburger menus).

Our last forecast is probably the most surprising of them all: we face a year of conformity and uniformity; websites will all look basically alike. This forecast is a Pygmalion prophecy as it just might be a self-fulfilling forecast.

We'll just have to wait and see.



Written By (Staff)


What do Microsoft and Apple have in common? What do Harvard and MIT have in common, and what do American Airlines and Delta?

First of all, they are all competing organizations each in their respective branches. Secondly, they have all understood that in order to survive this complex world of business they must follow a new approach to management based on maintaining professional relevance by sharing knowledge and understanding that cooperating with competitors is vital for ensuring growth.

For example, Apple and Microsoft have for years been developing products which will compete in global markets. Microsoft created Windows, Apple distributed its own operating systems. The resulting reality was binary: you could either choose Microsoft or choose Apple, but couldn't have both. In recent years, both companies have successfully cooperated in order to allow consumers access to the competition's products. The latest version of windows is synchronized with Apple's ITunes and Apple computers enable users to install the Microsoft Office Package. Similarly, American Airlines and Delta Airlines which compete in the field of flight ticket sales yet cooperate in the field of research and development for Bowing (a mutual supplier) thus saving costs.

This trend is referred to as Coopetition (cooperation combined with competition). Most definitions of the term refer to a relationship between two or more parties which combines the logic of cooperation and the reasoning behind competition. It requires sharing knowledge between competitors which may lead to a breakthrough for both organizations while consciously taking the risk this knowledge might serve each competitor individually.

The aspiration to maintain professional relevance and cooperate with competitors is based on two Knowledge Management trends currently on the rise:

Firstly, an inflation of knowledge, which led to organizations realizing that no single body controls knowledge absolutely. The current reality dictates a multiplicity of knowledge/information sources and requires finding ways to collect it from the field or any other party holding it.

Secondly, knowledge development perceived as a 'professional sport'. Diversification of thought and discourse initiation have become vital tools and values in all fields of development. Therefore, developing new and relevant knowledge mainly takes place when values, thinking charts and various work approaches collide.

Coopetition seems like a natural response to the aforementioned reality.

The following chart is a Coopetition-oriented Knowledge Management chart known as COLKEN (Coopetitive Learning and Knowledge Exchange Networks).



Knowledge Management under Coopetition

Claudia Loebbecke University of Cologne, Germany

The base of the chart consists of charting the knowledge, knowledge agents and the channels/relationships through which the knowledge is transmitted.

The chart's second level offers a delicate balance between cooperation and competition.

This KM template's pinnacle is designing the process in order to allow learning and knowledge which satisfies both participating parties.

Exchange of professional knowledge, shared learning and the creation of "reservoirs" of resources all require locating issues/fields in which cooperation is required and possible as well as reviewing how said issues/fields can enhance the organization's value. Furthermore, organizations need to practice a high degree of trust and not conceal information and knowledge vital to the process and overcome the usual tendency to maintain ambiguity since this will critically harm the cooperation.

While this type of process potentially offers very high value, it also consists of several significant risks and implementation difficulties. Firstly, organizations which use this approach must review whether the potential value gained due to the process is indeed higher than its investments and risks. Secondly, cooperation and trust must be practiced yet as strategies are usually less popular than the usual competition. Therefore, resources must be invested on a daily basis in order to instill different thought patterns into those involved in this "Coopetition". Thirdly, there might be a certain A-symmetry between competitors that wish to cooperate; organizations should therefore avoid a situation in which a 'small' player swallows a 'big' player. A fourth and last issue is working in a setting of uncertainty. Coopetition knows only a starting point yet does not define a finishing line. Therefore, both (or more) organizations should consider the different difficulties they might encounter along the way and offer possible solutions before embarking on this promising yet uncertain path.

Written By Moran Maravi

2015 featured mobile devices as its big star and according to evaluations so will 2016. What can we expect to see in 2016 in the world of mobile devices?

  • Smarter Data, Sharper results: We live in a world of "economy by demand" and companies such as Airbnb have made the idea of shared economy a reality. Similarly, in the mobiles' marketing space "data pooling" will become a reality this year. Nowadays, rich data sits in several locations such as electronic trade companies, taxi applications etc. All these companies hold certain insights regarding their client a possible scenario sees data from multiple sources merged together. This merging will enable marketers to learn richer insights regarding their users. This situation consists of potential cooperation between the companies that hold data and those that can profit from it. Advertisement companies will lead this trend and will supply data from multiple sources.
  • Video advertisement: 2015's mobile advertisement costs passed the 4.5 million dollar margin and it is safe to assume that 2016 won't be any different. Video advertisement generates high engagement. A 30 second video clip enables the user to view more content and enjoy a user experience with a higher level of involvement. Sound, too, enables advertisements to catch more attention and is therefore more attractive to advertisers.
  • The return of cellular websites: This coming year will feature a comeback of cellular websites since many organizations have taken users' needs into consideration. This year will focus on cellular websites as well as applications that will provide a fascinating user experience.
  • Relevance and adblock: A main challenge the mobile advertisement branch struggles with is the increase of mobile adblock applications. The result is yet to be felt in cellular media, since applications mainly affect the web, leading to organizations shifting their advertisement budget to advertising in applications. The most significant move marketing are making in order to fight back is presenting advertisements relevant to mobile users. Remember, the original reason adblock software have been developed is that advertisers missed the whole point of advertisement; repeatedly disturbing someone with advertisement content when he/she is uninterested.
  • Payment Options: Cash, plastic and now Mobile; it's only a matter of time till your cellular phone number becomes your virtual credit card or bank account number. Mobile wallets will be used for all purchases (from groceries to fast food orders) and will be rechargeable for internet purchases as well.
  • Complementary clothing items- Fitbit, Moto 360, IWatch: Everybody wants a piece of the mobile accessory pie. According to forecasts regarding 2016, these items will usher in new advertisement medium integrating popular social media platforms, video channels and even enable DMs.
  • Apps, Apps and yet more Apps: Companies such as Uber and others intend to make extensive use of the term 'shared economy' which has already been mentioned in this review and is extremely popular in evolving markers such as China and India. Commercial companies such as Amazon and eBay hold sales exclusively through mobile devices as well as offer a special discount if the products are purchased via applications. Communication companies and e-marketing companies hold large amounts of user data, so this coming year will probably feature applications which offer a more personal experience (primarily foe purchasing products that suit each specific user).

In conclusion, it is safe to say that the year 2016 will directly continue rising trends in the field of video advertisement which have begun in 2015. It seems that mobile devices will continue to be an inseparable part of our lives and will break out into other fields.




Written by Rom Knowledgeware
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