Bicycle rider data shadows
Tish Shute’s UgoTrade website is quickly becoming one of the prime sites in the field.

In the last months she interviewed Andy Stanford-Clark (IBM Master Inventor), Robert Rice (CEO of Neogence), Usman Haque (architect and director of Haque Design + Research and founder of Pachube), Adam Greenfield (Nokia’s head of design direction for service and user-interface design), and Chris Brogan (president of New Marketing Labs).

Her interviews are as well-researched and in-depth as they come, and each one of them is a highly recommended read.

Her most recent talk with Mike Kuniavsky of ThingM came after his presentation “The dotted-line world, shadows, services, subscriptions” at ETech 2009.

The interview covered “dematerializing the world, shadows, subscriptions and things as services”.

“I presented on essentially the combination of being able to identify individual objects and the idea of providing services as a way of creating things… the servicization of things …turning things into services is greatly accelerated by network technologies and the ability to track things and what leads this to the potential of having fundamentally different relationships to the devices in our lives and to things like ownership.

Like we now have the technology to create objects that are essentially representatives of services – things like City Car Share. What you own is not a thing but a possibility space of a thing. This fundamentally changes the design challenges. I am pretty convinced that this is how we should be using a lot of these technologies is to be shifting objects from ownership models to service models. We can do that but there are significant challenges with it. What is happening is that we have had the technology to do this for a while, but we haven’t be thinking about how to design these services. We haven’t been thinking about how to design what I call the avatars of these services – the physical objects that are the manifestation of them, like an ATM is the avatar of a banking service. It is useless without the banking service it is a representative of, essentially.”