The following post are ideas from Chapter 3 of Wikinomics (Don Tapscott & Anthony Williams) which is a book well worth reading.
Peer production is: “Producing goods and services that rely entirely on self organising, egalitarian communities of individuals who come together voluntarily to produce a shared outcome.”
So, how can peer projects compete with ‘big business?’ Peer production promotes a more efficient allocation of resources. They are able to tap into voluntary motivations in a way that helps assign the right person to the right task more efficiently than those traditional firms.
Peering works best when:
- The object of production is information or culture as it keeps contributors costs low
- Individuals can contribute incrementally with bite size projects. Contributors have low input cost in return for high output value
- Costs of integration must be low.
Obstacles that exist include: peer review, leadership, rules for moderating and coordinating.
Peering works because it is efficient at allocating time and resources and attracts diverse talent pools and collaborators enjoy freedom and experience.
For example, IBM used the APACHE Server open source project to gain entry to peer production. They started out by doing the ‘boring jobs’ which showed the APACHE community they were prepared to earn their place. At that stage IBM controlled a mere 1% of the computer server market thus they had little to lose in terms of cannibalised market share. IBM also gained acceptance as they made IBM code available to the open source community.
It was an unorthodox situation – corporate employees working on an open source program! Initially, management treated the situation like any other project. They had strict lines of reporting and acted based on the entrenched corporate culture. This corporate ‘dead hand’ proved too cumbersome and their employees were unable to work at the same pace as their non corporate counterparts. IBM decided to cut them free – it worked! This dramatically increased their productivity and efficiently as they communicated and collaborated with the freedom and flexibility of any other APACHE community member.
The return on IBM’s investment can be calculated as a percentage of sales on products that used these community generated lines of code. In essence IBM used the community to leverage their core competency – building business solutions. They gained experience and knowledge in a vital new world of value creation and are accepted by the open source community. They can now use their knowledge of relationship management within open source communities in the future.
Here are some guidelines when contemplating peer production in your organisation:
- Play to your weaknesses. Use collaboration in non core areas of your business, places where you have nothing to loose.
- Take a balanced approach. Do not abandon vertical integration and hierarchy – integrate with collaborative environments.
- Adopt community “standards.” Do not lead if you are not credible and do not criticize.
- Make it a priority, embed it in your culture.
There are two broad categories of open source. The first is LAMP which stands for Linux, Apache, MySQL and PHP and these are the plumbing or infrastructure. Following these came everything else like Customer Relationship Management (CRM) and Enterprise Resource Planning (ERP).
One of the biggest problems (and the most commonly cited one among traditional software companies) is instability of updates, however, another open source project hopes to overcome this. Lead by industry professional Kim Polese, it tests open source programs over different operating systems and languages. This means that ‘bugs’ can be quickly identified and fixed, increasing the stability of the program.
Peer production can benefit your firm by:
- Harnessing external talent. The world around us is changing with such speed and complexity that no one company can create all innovations it needs.
- Boosting demand for complementary offerings. Firms that engage with open source communities generate returns from service, support, and hardware.
- Reduce your costs. Resources are allocated more efficiently.
- Shifting the locus of competition. Publishing intellectual property in non core areas may undermine possible rivals.
- Reduces friction of project collaboration. Proprietary collaboration is difficult which is why many firms are adopting open collaborative innovation.
- Develops social capital. The sharing of information is the admission fee to the community.
Are you currently using peer production in your business? What do you think the implications of peer production are for New Zealand firms?