Is Google the New Incumbent?

12

October

2022

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It is not uncommon to use Google as a point of reference when discussing topics such as digital disruption, emerging technologies, and platform ecosystems. This is because Google has revolutionized the manner in which information is searched for and collected, and has allowed users to easily and rapidly access vast amounts of information, by conducting a simple Google search. What once required going to a library, bookstore, or even an archive, can now be done online, through a platform with thousands of other users. 

In the field of information strategy, scholars like to pose questions about how incumbents, businesses that have been dominating an industry for a long time (MasterClass, 2022), can defend themselves and thrive in an environment of digital and technological disruption brought about by tech-savvy companies such as Google. 

Surely, these questions are only relevant to older, traditional companies…. right?

Well, the truth is that Google, the largest search engine in the world, is now trying to reinvent itself to be more than just a search engine. Specifically, the company wants to become the provider of a more visual, interactive internet that meets not only consumers’ need for information, but also their need for surprise and enjoyment. Google is trying to reinvent itself in order to compete against TikTok and Instagram: two of the biggest platforms that are drastically changing how consumers use and interact with the internet. Through technologies such as AI and computer vision (which enable applications such as multi-search), Google wants to simplify the search process and make it as seamless, and natural as possible (Fierce, 2022). 

For example, imagine using your camera lens to retrieve nutritional information about a meal – wouldn’t that be nice? Or imagine a Google “For You Page” – sounds odd, but could it work?

Ultimately, Google wants to reinvent itself, in order to break away from the traditional question-answer system, towards one of exploration and discovery  (Fierce, 2022).

So now you see, even tech-savvy companies such as Google are now having to reinvent themselves, in order to fit these new, ever-changing, and ever-dynamic times. 

References

Fierce, D. (2022). GoGoogle is trying to reinvent search — by being more than a search engine. The Verge. Retrieved 11 October 2022, from https://www.theverge.com/2022/9/28/23375691/google-search-multisearch-visual-keywords.

MasterClass. (2022). Retrieved 11 October 2022, from https://www.masterclass.com/articles/how-incumbency-works-in-business-and-politics.

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AI and Robotics – The Arrival of Microfactories

9

October

2022

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The process of manufacturing a car (as we know it today) was established in 1913, when Henry Ford installed the first assembly line. A conveyor belt moved vehicle parts and components towards workers, instead of the other way around, allowing for more efficient use of resources at higher productivity rates. What once took over 12 hours and an artisan to produce, could now be done in only 90 minutes (Ford, 2022). 

Over the last decades, technological advancements in areas such as robotics and AI have revolutionized car manufacturing and created new consumer demands. One thing, however, has remained the same: the moving assembly line. 

Or has it?

Earlier this year, the UK based technology company Arrival successfully produced the first electrical van in a microfactory, breaking away completely from the traditional assembly line. Specifically, the team employed autonomous robots and in-house technologies in a fully automated, software powered process (Tomlison, 2022). 

But, what is the big deal? 

Microfactories promise to revolutionize the manner in which we manufacture and distribute goods. Although the concept of a microfactory is not new, it was introduced in 1990 by Japan’s Mechanical Engineer Laboratory, technological developments have allowed for its application to reach a variety of industries, including of course, the automotive industry. A microfactory is a high-tech, small scale manufacturing space that focuses on using less energy, materials and workforce to manufacture goods in an automated manner according to product dimensions (FutureBridge, 2020). 

Okay, but what does this mean for the manufacturing of cars?

Thanks to microfactories, the process of manufacturing cars could become less capital intensive and reduce operating expenses. Let’s take a look at exactly how:

In addition to this, microfactories have the potential to disrupt the way in which cars are distributed, by reducing the complex and expensive network (FutureBridge, 2020). 


Despite their high potential, microfactories do not come without challenges. Specifically, companies such as Arrival are working to figure out how to scale up production in order to serve a larger number of consumers and achieve mass production.
Nevertheless, one thing seems certain: Microfactories might be the future of manufacturing. A future where the needs of end users are directly served without intermediaries and mass manufacturing becomes personalized by means of AI, robotics and automation.

References

Ford (2022) The moving assembly line and the five-dollar workday, Ford Corporate. Available at: https://corporate.ford.com/articles/history/moving-assembly-line.html (Accessed: October 9, 2022).

FutureBridge (2020) Microfactories – the next big thing in manufacturing, FutureBridge. Available at: https://www.futurebridge.com/blog/microfactories-the-next-big-thing-in-manufacturing/ (Accessed: October 9, 2022).

Tomlison, V. (2022) Arrival Produces First Production Verification Van in Microfactory, Arrival . Available at: https://arrival.com/us/en/news/Arrival-Produces-First-Production-Verification-Van-in-Microfactory (Accessed: October 9, 2022).

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