International Society for the Performing Arts
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Frances Cairncross: On Technology
This keynote address at ISPA's New York Conference was delivered in December 2002. This is a summary and synopsis by ISPA member David Staples.

Frances CairncrossThe lecture considered the crucial importance of technological change. In the talk Frances Cairncross discussed the impact of the internet and associated technologies on the economy, on companies and work, on governments and on society.

The world has seen three major technological revolutions to do with transport.

  • The 19th century brought major change in the transport of goods.
  • The 20th century saw the transformation in the transportation of people
  • The 21st century will see similar change in the movement of information and ideas.

Four general observations on technologies from a historic and current perspective.

  • It is easy to be wrong. The New York Times in 1939 famously welcomed television with the words “Television will never be a serious competitor for radio, because people must sit and keep their eyes glued on a screen; the average American family hasn’t time for it.”
  • It is easy to be impatient. Many innovations have taken years or decades to achieve their full potential or to bring about a much vaunted technological change. Costs need to fall to a level where technology becomes accessible to users before it becomes widespread and brings about behavioural and institutional change.
  • Change can have profound effects on organisations. The invention of the hanging file in the 1870’s transformed offices and clerical work. The introduction of standard forms for the collection of information brought about similar change.
  • Technological change can also have democratising effects. The invention of the lawnmower enabled average people to have lawns which were once restricted to the rich. The car, its mass production and wide availability democratised transportation for the public. In Japan the cell phone has transformed teenage society offering privacy for teen conversations in a society with small homes offering minimum privacy.

Technological change, the Internet and similar communications technologies will have effects on the economy, on companies and work, on government and on society. Examining each in turn.

The Economy
Economies have historically suffered huge booms and busts, most recently the dotcom boom and crash. But earlier centuries saw the boom in railway shares in the UK in the 1840’s followed by a crash and the South Sea Bubble.

The boom or bubble goes but the technology remains. The bubbles or booms assumed there were super-profits to be made and some people did make them. But the boom gives buyers more information with four consequences.

  • More information tends to drive down prices
  • This has the effect of squeezing margins.
  • Productivity will probably rise as technologies are adopted and firms are forced to become more efficient. New technologies have especially large impacts in less competitive economies.
  • The pace of change and innovation is becoming ever faster and is more rapidly disseminated.

On Companies and Work
New technologies will make it easier for companies to manage and out source services. Hollywood is a prime example where a team of individuals, firms and skills is assembled to make every film. Out sourcing is not necessarily the correct approach or solution but it becomes easier to manage with new technologies. While work can be decentralised a reverse effect of new technology is to increase the power of the centre.

Some barriers to entry in a business can be lowered by new technologies but others may rise.

Technological change can also change corporate culture. For many people work is a place to go and a place to enjoy a significant part of their social life. The future will see work as something to be done independently of location. This can lead to the curse of accessibility, being constantly available. Some activities need a physical presence but others can be conducted remotely.

On Government
Government is the world’s largest service industry. Within political constraints and ideologies it will be freed to out source services it provides. It could shrink the state?

As companies have greater freedom to choose their location while trading worldwide on the Internet this can have dramatic effects on Government revenues. No longer do firms e.g. Amazon have to be located in high cost and high tax areas.

Technology will also enable new concepts in democracy. For example the recent experiments in online voting in California. But technologies can also give Governments powers of surveillance and monitoring - the further development of Big Brother?

On Society
Society is made up of networks based on trust, common interests, location and social capital. New networks are emerging e.g. eBay and eTraders that are attempting to create similar communities of common interest and similar levels of trust.

But networks are and will become increasingly mobile. Short Messaging Services (SMS) or Texting was only introduced in December 1992 today over 100 billion text messages are sent every month.

The exponential growth of the Internet is also driving the spread of English as a common language. English will become the world’s operating system.

Will technology bring about a new digital divide or reinforce existing divisions. The technology is getting cheaper and increasingly accessible but do individuals have the education to use and benefit from the new opportunities?

In her speech Francis Cairncross went on to discuss four consequences of new technologies, the four P’s – policing, privacy, pornography and property.

The Internet crosses borders at the speed of light. Policing and taxation are traditionally based on location or geography. These become irrelevant or easily disregarded as information flows freely around the globe. There is evidence that Al Qaeda used the Internet to plan September 11th.

The increasing spread of CCTV systems can be used to monitor and spy on the innocent public. Privacy is almost impossible on the Internet. Wherever you surf you leave a trail of data.

Many new technologies have been given their initial impetus and commercial success through pornography - VCR’s, Polaroid cameras, etc. The Internet is also a ready purveyor of pornography. It is increasingly difficult to keep people away from nasty things but it is easier to track and monitor them.

The Internet is a real threat to intellectual property. While Napster has been closed down dozens of peer to peer file swapping networks have emerged threatening the revenues of record companies and their artists. Intellectual property is the basis of much of the world’s commercial and professional business.

Frances concluded with some observations about the impact of technologies on the arts.

With ever easier access to information there is a danger that the winner takes all. People will have readily available information about the best, through reviews, websites, etc. The ordinary will not be sufficient as people search for the real thing.

Technologies can spur or aid the development of new art forms. In England the 1950’s Goon Show was a perfect use of radio whose wacky comedy could not have been achieved through another medium. More recently the Hitchhikers Guide to the Galaxy similarly exploited the spoken word to provoke imagery and imagination. Television for good or bad is going through a phase focussed on reality TV – Castaway, Big Brother, etc.

Technology can permit individual artistic endeavour to flourish. In February 2002 there were reported to be over 50,000 blogs on the World Wide Web. But it is harder to find quality amongst this burgeoning of ‘creativity’.

The Web and other technologies will increase accessibility and will put increasing pressure on the real thing. Air travel and low fares are increasing the number of people who want to see Venice, Angkor Wat and the Mona Lisa. Will they be satisfied by a Disney version of reality?

Finally, copyright and intellectual property. A cat and mouse situation. The Web can permit wider access to the arts and entertainment but will effective mechanisms emerge that enable artists to be paid for their endeavours.


BIOGRAPHY

Frances Cairncross is a senior editor at The Economist. Educated at Oxford and Brown Universities she has worked for The Economist since 1984. She has been responsible for the Britain section, for coverage of the environment, the media section and is currently the Management Editor.

Frances has lectured to audiences in several countries, including the World Economic Forum of top managers in Davos, Switzerland, in January 1999. In the same year, she chaired the annual conference in Monte Carlo of Management Center Europe, a sister organisation of the American Management Association.

She is a Governor of Britain’s National Institute of Economic and Social Research, a Member of the Council of the Institute for Fiscal Studies, an Honorary Fellow of St Anne’s College Oxford, a Visiting fellow of Nuffield College Oxford and a non-executive director of Alliance and Leicester a major UK bank.

Her early books include "Costing the Earth: the Challenges for Government, the Opportunities for Business" and "Green, Inc." Both were written during her time as environment editor of The Economist between 1989 and 1994. She won the first Reuter's-Alpe Action award for her coverage during that period.

Death of Distance 2.0 - How the communications revolution will change our lives is her major book on the impact of technology on society and business. The first edition of "Death of Distance" was short-listed for the MCA Management Book Award.

“Cairncross accurately describes why the Internet is so important, how it will challenge today's concepts of the telephone and television-and how it will be the catalyst for carrying out most of her predictions." Washington Post

If you want to know what is going on now in the information and communications technologies, and how they will impact the industry and our society in the not so distant future, this book is essential reading. --Rupert Murdoch, Chairman and Chief Executive, The News Corporation

" The Death of Distance is a terrific book. Cairncross brings an easy-to-read style, a historical perspective, and cogent research and analysis to the communications, media, and computer industries. Whether discussing the monopolistic nature of these businesses or the effect of new media on U.S. and world economies, or on democracy itself, she covers her topics thoroughly." --Michael R. Bloomberg, CEO and Founder, Bloomberg L. P.

Her most recent book is Company of the future - Shaping Up to the Management Challenges of the Communications Revolution. In The Company of the Future, Frances gives a lucid analysis of how the communications revolution is affecting, and will affect, the way companies operate and are managed. The book concentrates, not on Internet companies, but on the way mainstream companies and managers are being transformed as they find ways to exploit new communications tools. She then outlines the key skills that managers must develop in order to manage successfully the company of the future.

Most importantly it gives ten rules for survival.

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