Phono sapiens
 |
Description
Book Introduction
Behind the 'hot things' there are 'phonos'! The creation of new wealth, new standards of behavior, new centers of marketing, the world is already being turned upside down by them! 'Phono sapiens' are coming. They are driving all of the world's culture, economy, society, and politics, and they themselves are becoming the standards of civilization and reorganizing the business ecosystem. Companies that embrace this civilization are experiencing explosive growth, dominating the global business market. Conversely, those that reject this civilization have lost their competitiveness through repeated decline or have disappeared from the market. What this says is clear. Whether or not we understand the Phono Sapiens civilization will determine whether or not we can survive in the coming era of the Fourth Industrial Revolution! In this book, Professor Choi Jae-boong, the author, uses insights that span the humanities and engineering, as well as systematic data analysis, to unravel the rapid market changes that have occurred over the past decade, focusing on a new species of human called "Phono Sapiens." We are seriously reflecting on the emergence and characteristics of the new human race, the reality of the new civilization they have become the 'axis' of, changes in the market and consumer behavior by industrial group, success strategies for the era of Homo Sapiens, and the ideal talent for the new era. The transition to a new civilization, which comes with both opportunities and crises, is certainly an opportunity for us to leap forward. That's what the clear data in this book tells us. This book will also help us, who are confused by rapid change, see opportunities rather than crises, and navigate them with wisdom rather than anxiety. |
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index
Chapter 1: Phono Sapiens, the Birth of a New Human Race
Revolutionary Eve | The Phono Sapiens Are Coming
New Power | The Emergence of Humanity with Information Choice
The Gen X Misconception | The "New Generation" Is Already the "Old Generation"
Shifting Consumer Power | Kids Are Running the World These Days
The Fun Strikes Back | Taxi on the Gameboard
The Instinct of Play | 'Waste' Itself Becomes 'Wealth'
The Two Faces of Revolution | Evolution is Fate
The New Human Travel Guide | How the 'Virtual World' Becomes a Business
Message from the Continent | Consumption Standards Are Changing
Chapter 2: A New Civilization, Heading Towards "Enthusiasm"
The Changing of Civilizations | Sony is Gone, Apple is Gone, and…
From Homo to Phono | "Consumers Who Need CDs, Please Leave"
Hidden Desires | "We Move and Consume"
The $5 Trillion Choice | Why Trump Is Attacking Amazon
GM's Betrayal | Demolishing Factories and Investing in Driverless Taxi
The Digital Platform Wars | The Transition of Civilization is an Absolute Opportunity for Every Nation
BTS and ARMY | Fandoms Lead a Consumer Revolution
80 Million People at the World Cup | Proven to Have Eight Times the Market Impact of the Olympics
Game Civilization | A Dangerous but Must-Learn Fate
A complete overhaul of customer experience | We must completely change our customer standards.
The App's Owner | Everything is decided by the "Phono"
Chapter 3: On-Demand: Transforming Business
Shifting Patterns | Phono Sapiens Leaves a 'Trace'
Product Details | Subtle, but Crucial Differences
The Success of Carrie TV | The Laws of the YouTube Ecosystem
Solo Creator | From 'Digital Loser' to Children's 'Idol'
Wang Hong and Singles' Day | China Makes the First Move
Fandom Consumption | L'Oréal Buys into the "Passion" of Phono Sapiens
Loyal Customers | 110 Million Prime Members
DNA Replacement | Understanding the Side Effects
Killer Content | Data Becomes God
China's Drive | 1.5 Billion People on Command
Xiaomi's intentions | That's not what we want.
Alibaba's New Retail | Online and Offline Merging
Chapter 4: A Humanity Like Never Before Arrives
New Talent | The Humanity, Righteousness, and Foreknowledge of Digital Civilization
The Beginning of Innovation | People Who Are Passionate About "Side Effects"
The Success of Search Kings | Google God Knows Everything
Digital Sociality | Even "Likes" and "Comments" Have Order
Storytelling | "Oh my, I have to buy this."
Omnichannel | A world of real-time pricing
No service | I'll buy it if it's fun, even if it's inconvenient.
The Story Trap | The Problem Is Where Technology Is Heading
DNA Replacement | Now is the time to read the "back of the side effects."
Revolutionary Eve | The Phono Sapiens Are Coming
New Power | The Emergence of Humanity with Information Choice
The Gen X Misconception | The "New Generation" Is Already the "Old Generation"
Shifting Consumer Power | Kids Are Running the World These Days
The Fun Strikes Back | Taxi on the Gameboard
The Instinct of Play | 'Waste' Itself Becomes 'Wealth'
The Two Faces of Revolution | Evolution is Fate
The New Human Travel Guide | How the 'Virtual World' Becomes a Business
Message from the Continent | Consumption Standards Are Changing
Chapter 2: A New Civilization, Heading Towards "Enthusiasm"
The Changing of Civilizations | Sony is Gone, Apple is Gone, and…
From Homo to Phono | "Consumers Who Need CDs, Please Leave"
Hidden Desires | "We Move and Consume"
The $5 Trillion Choice | Why Trump Is Attacking Amazon
GM's Betrayal | Demolishing Factories and Investing in Driverless Taxi
The Digital Platform Wars | The Transition of Civilization is an Absolute Opportunity for Every Nation
BTS and ARMY | Fandoms Lead a Consumer Revolution
80 Million People at the World Cup | Proven to Have Eight Times the Market Impact of the Olympics
Game Civilization | A Dangerous but Must-Learn Fate
A complete overhaul of customer experience | We must completely change our customer standards.
The App's Owner | Everything is decided by the "Phono"
Chapter 3: On-Demand: Transforming Business
Shifting Patterns | Phono Sapiens Leaves a 'Trace'
Product Details | Subtle, but Crucial Differences
The Success of Carrie TV | The Laws of the YouTube Ecosystem
Solo Creator | From 'Digital Loser' to Children's 'Idol'
Wang Hong and Singles' Day | China Makes the First Move
Fandom Consumption | L'Oréal Buys into the "Passion" of Phono Sapiens
Loyal Customers | 110 Million Prime Members
DNA Replacement | Understanding the Side Effects
Killer Content | Data Becomes God
China's Drive | 1.5 Billion People on Command
Xiaomi's intentions | That's not what we want.
Alibaba's New Retail | Online and Offline Merging
Chapter 4: A Humanity Like Never Before Arrives
New Talent | The Humanity, Righteousness, and Foreknowledge of Digital Civilization
The Beginning of Innovation | People Who Are Passionate About "Side Effects"
The Success of Search Kings | Google God Knows Everything
Digital Sociality | Even "Likes" and "Comments" Have Order
Storytelling | "Oh my, I have to buy this."
Omnichannel | A world of real-time pricing
No service | I'll buy it if it's fun, even if it's inconvenient.
The Story Trap | The Problem Is Where Technology Is Heading
DNA Replacement | Now is the time to read the "back of the side effects."
Detailed image
Into the book
Uber uploads a digital map of San Francisco to its servers and uses it as a "game board."
Game participants who want to take a taxi download the app and indicate where they want to go.
At this time, a button appears on the game board.
The 'game participant who will provide taxi service' starts the game by pressing this button.
In gaming terms, it is called 'getting it'.
When the game starts, navigation turns on.
When you look at the navigation, your brain perceives it as a game.
So I go to meet the guests with a light heart.
It feels like playing a game.
The same goes for people who call Uber.
I get into the car with a light heart.
And then we go to our destination while chatting with the mindset of playing a game.
These are iPhone users.
At that time, iPhone users were people full of curiosity and excitement about new civilization.
So, both the conversation and the way you ride the car are new and refreshing.
There is no need to even mention where your destination is.
Because you just have to follow the navigation as if you were playing a game.
Once you reach your destination, you don't even have to pay a fare.
In-game payments are handled automatically by the game console.
When you arrive at your destination, just get off with a GG (Good Game) attitude.
Uber asks.
Was this knight kind?
Just answer that, that's all.
This is the only difference.
I'm confident that people will take Uber instead of taxis because the experience is so fun.
Could that really be the case? --- pp.62-63
The direction of Microsoft's massive restructuring, which was completed by 2017, is clear.
First, we significantly reduced our offline sales organization and significantly expanded our cloud service organization.
Come to think of it, laptops sold these days don't even have CD readers.
So, it would be natural to disband the sales organization that sells CDs.
But what this means is scary.
It's like telling consumers who say, "I don't even know how to use the Internet, but I need to use a computer, so give me Windows and MS Office CDs," to leave.
It's like declaring that in the future, all software will be provided based on a massive cloud service, so only those who are well-versed in Internet civilization can use it, from software installation to upgrades and payment.
To put it simply, we announced, 'From now on, we will only deal with Phono Sapiens,' and we did it and succeeded.
This is Microsoft's survival strategy for established companies.
--- p.106
In 2016, GM invested $500 million in Uber's rival Lyft.
And in 2017, the Gunsan plant in our country was closed.
By our common sense, this is a serious betrayal.
Because it is a serious problem that will result in the loss of a huge number of jobs and the destruction of the ecosystem.
But when you look at the data on consumption changes, GM's actions become quite understandable.
Over the past decade, the growth of Uber and Lyft has led to a 1.5-fold increase in the US taxi market.
This is a change that was created by the enthusiastic response of consumers who were attracted to convenient services.
This change, oddly enough, has made things difficult for the auto industry.
American teens and twenty-somethings, accustomed to ride-sharing and taxi services, aren't buying cars.
In addition, as demand for eco-friendly vehicles increased, GM's position as a manufacturer of conventional cars was rapidly reduced.
A desperate GM announces that it will invest heavily in Lyft and jointly develop driverless taxis by 2025.
They even talked about transforming from an automobile manufacturing company into a mobility company that provides transportation services.
It clearly states what the survival strategy is.
--- pp.127-128
The finals of the 2017 League of Legends World Cup held in Beijing.
How many viewers did this match between our country's SKT T1 and Samsung Galaxy draw? The online-only broadcast drew a staggering 80 million viewers.
In the global sports market, it's not often that a single event can generate 80 million viewers.
The opening ceremony of the 2018 PyeongChang Winter Olympics, known as the flower of winter sports around the world, had only 10 million viewers.
In terms of numbers, the gaming industry has already grown into a massive sports industry.
In North America, it is said that the market size has already surpassed that of ice hockey, one of the four major professional sports in the United States.
As such, e-sports has become a sport enjoyed by people all over the world.
--- p.152
In line with this trend, advanced manufacturing countries such as Germany and Japan are promoting automation and intelligence in manufacturing through Industry 4.0.
Smart factories have become a representative symbol of manufacturing innovation.
Adidas of Germany has established a new concept shoe factory, the 'Speedfactory', which is called the symbol of the smart factory, in Germany and started trial production.
This factory is an example of manufacturing on-demand, tailored to the consumer concept of the Phono Sapiens era.
On-demand refers to an economic activity that provides consumers with what they want, when they want it, in a customized manner using information and communication technology infrastructure such as mobile devices.
These days, consumers listen to music whenever they want, whether through streaming apps or YouTube.
You can watch movies on your phone, and buy clothes and shoes on digital platforms whenever you want.
All of this is on-demand activity.
Game participants who want to take a taxi download the app and indicate where they want to go.
At this time, a button appears on the game board.
The 'game participant who will provide taxi service' starts the game by pressing this button.
In gaming terms, it is called 'getting it'.
When the game starts, navigation turns on.
When you look at the navigation, your brain perceives it as a game.
So I go to meet the guests with a light heart.
It feels like playing a game.
The same goes for people who call Uber.
I get into the car with a light heart.
And then we go to our destination while chatting with the mindset of playing a game.
These are iPhone users.
At that time, iPhone users were people full of curiosity and excitement about new civilization.
So, both the conversation and the way you ride the car are new and refreshing.
There is no need to even mention where your destination is.
Because you just have to follow the navigation as if you were playing a game.
Once you reach your destination, you don't even have to pay a fare.
In-game payments are handled automatically by the game console.
When you arrive at your destination, just get off with a GG (Good Game) attitude.
Uber asks.
Was this knight kind?
Just answer that, that's all.
This is the only difference.
I'm confident that people will take Uber instead of taxis because the experience is so fun.
Could that really be the case? --- pp.62-63
The direction of Microsoft's massive restructuring, which was completed by 2017, is clear.
First, we significantly reduced our offline sales organization and significantly expanded our cloud service organization.
Come to think of it, laptops sold these days don't even have CD readers.
So, it would be natural to disband the sales organization that sells CDs.
But what this means is scary.
It's like telling consumers who say, "I don't even know how to use the Internet, but I need to use a computer, so give me Windows and MS Office CDs," to leave.
It's like declaring that in the future, all software will be provided based on a massive cloud service, so only those who are well-versed in Internet civilization can use it, from software installation to upgrades and payment.
To put it simply, we announced, 'From now on, we will only deal with Phono Sapiens,' and we did it and succeeded.
This is Microsoft's survival strategy for established companies.
--- p.106
In 2016, GM invested $500 million in Uber's rival Lyft.
And in 2017, the Gunsan plant in our country was closed.
By our common sense, this is a serious betrayal.
Because it is a serious problem that will result in the loss of a huge number of jobs and the destruction of the ecosystem.
But when you look at the data on consumption changes, GM's actions become quite understandable.
Over the past decade, the growth of Uber and Lyft has led to a 1.5-fold increase in the US taxi market.
This is a change that was created by the enthusiastic response of consumers who were attracted to convenient services.
This change, oddly enough, has made things difficult for the auto industry.
American teens and twenty-somethings, accustomed to ride-sharing and taxi services, aren't buying cars.
In addition, as demand for eco-friendly vehicles increased, GM's position as a manufacturer of conventional cars was rapidly reduced.
A desperate GM announces that it will invest heavily in Lyft and jointly develop driverless taxis by 2025.
They even talked about transforming from an automobile manufacturing company into a mobility company that provides transportation services.
It clearly states what the survival strategy is.
--- pp.127-128
The finals of the 2017 League of Legends World Cup held in Beijing.
How many viewers did this match between our country's SKT T1 and Samsung Galaxy draw? The online-only broadcast drew a staggering 80 million viewers.
In the global sports market, it's not often that a single event can generate 80 million viewers.
The opening ceremony of the 2018 PyeongChang Winter Olympics, known as the flower of winter sports around the world, had only 10 million viewers.
In terms of numbers, the gaming industry has already grown into a massive sports industry.
In North America, it is said that the market size has already surpassed that of ice hockey, one of the four major professional sports in the United States.
As such, e-sports has become a sport enjoyed by people all over the world.
--- p.152
In line with this trend, advanced manufacturing countries such as Germany and Japan are promoting automation and intelligence in manufacturing through Industry 4.0.
Smart factories have become a representative symbol of manufacturing innovation.
Adidas of Germany has established a new concept shoe factory, the 'Speedfactory', which is called the symbol of the smart factory, in Germany and started trial production.
This factory is an example of manufacturing on-demand, tailored to the consumer concept of the Phono Sapiens era.
On-demand refers to an economic activity that provides consumers with what they want, when they want it, in a customized manner using information and communication technology infrastructure such as mobile devices.
These days, consumers listen to music whenever they want, whether through streaming apps or YouTube.
You can watch movies on your phone, and buy clothes and shoes on digital platforms whenever you want.
All of this is on-demand activity.
--- p.203
Publisher's Review
Phono Sapiens and the Great Transition of Civilization
There is no reverse in 'evolution'
“When a continent’s civilization changes rapidly, even though we have done nothing particularly wrong, a crisis always comes.
It's as if the Bronze Age civilization of the Osun and Dosun eras is still alive and well on the Korean Peninsula, but when the Iron Age soldiers arrive from the continent, a change in civilization begins.
At that time, we had to experience despair and pain in front of the tremendous power of iron.” _From the text
If God created Homo sapiens in the beginning, Steve Jobs created Homo sapiens.
Phono sapiens, humans who treat smartphones as if they were part of their bodies, have triggered a tremendous lifestyle change in just 10 years, and as a result, human society is undergoing a massive, fundamental change.
Along with the technological changes that are so intriguing to hear about, such as the Fourth Industrial Revolution and blockchain, the emergence of a "new human" at the center of the market ecosystem is reorganizing the global business order and the weight of capital.
This is truly the 'age of revolution', a time when a change of civilization is taking place.
This revolution is not a distant story.
Because it has already entered our daily lives.
Over the past decade, advertising revenue from terrestrial TV and newspapers has fallen by nearly half, while the market share of search portals (Naver) and YouTube has increased explosively.
In 2018, YouTube's video share reached a whopping 85%.
What about finance?
As of 2018, the proportion of business handled by unmanned services (internet banking and automated machines) exceeded 80%, while the proportion of branch office transactions fell to 9.5%.
In fact, Citibank Korea has already closed 80% of its branches and strengthened its online banking.
This is also why, when a bank went on strike not long ago, most citizens responded that there was no inconvenience, shocking the banking industry.
Distribution is the same.
Sales at large supermarkets are declining, while online sales are increasing rapidly.
A third of department stores in the U.S. have closed, and the closures of smaller stores are even more severe.
China has standardized smartphone payments like Alipay and WeChat Pay for all transactions, and even street beggars in Shanghai wear QR code necklaces.
In 2018, our country also joined the revolution, finally entering an era of 100 trillion won in online consumption sales.
The so-called revolution is not happening in the special world of business, but in our 'every day'.
The fundamental cause of these changes in daily life is not a specific force such as power or capital, but the 'voluntary choice' of a new species of human being called 'Phono Sapiens'.
Without anyone forcing them, people switched off their TVs and newspapers and turned to smartphones as their source of media and information.
No one forced me to do so, but I stopped going to bank branches and chose online banking.
No one forced me to do it, but I chose online shopping over supermarkets and department stores.
And this choice is spreading at an unimaginable rate.
We call these changes resulting from humankind's voluntary choices 'evolution'.
The frightening yet astonishing fact is that in the long history of mankind, there has never been a single 'reversal' in 'evolution'.
We are living in an irreversible turning point in civilization, whether we like it or not.
The choice to block it or accept it is ours, but the advent of a new civilization also means that the future of humanity is already 'determined'.
Now, the 'back side of the side effect'
It's time to read
“You can still live without a smartphone, but compared to them, things are more inconvenient and difficult.
Naturally, complaints are being raised that it is becoming difficult to make a living as familiar markets are being destroyed and disappearing.
As our daily lives change, so does our job.
“The revolution began to spread.” _ From the text
Even in this great turning point of civilization, our society's evaluation of smartphones is somewhat negative.
Online games, which have spread through smartphones, are treated as an addiction that eats away at the minds and hearts of young people, and social media is said to be a waste of life and an obstacle to true human relationships.
They point out that not being able to memorize even one phone number of a family member or friend is due to excessive dependence on smartphones.
Digital devices are objects that children should avoid as much as possible, making adults stupid and alienating them from one another… The negative effects of smartphone use are already dominating our thinking.
But if you think about it carefully, these perceptions are only half correct.
In fact, thanks to smartphones, we consume far more data every day than ever before, and even advanced knowledge, once exclusive to experts, is now available to us at any time.
In reality, our brains are more knowledgeable and intelligent than any other human brain of any era.
So, is social media really making our relationships "light and shallow"? With the convenience of communication, we communicate more frequently, and even have the ability to converse with multiple family members and friends simultaneously.
You can make friends and exchange information with people across the globe, and easily communicate face-to-face with family members far away.
People who were once considered 'digital losers' and 'gaming addicts' have now emerged as 'creators' who earn hundreds of millions of won annually through YouTube and personal content.
So why have we been so focused on the negative side effects of smartphones? Faced with disruptive changes that pose a significant threat to our familiar ecosystem, humans naturally develop a kind of self-defense instinct.
The sense of crisis about the collapse of the existing order led to the construction of a defensive barrier under the pretext of a 'side effect'.
That is why it is true that the older generation, unfamiliar with smartphone civilization, constantly mentions the negative side effects of new technology and only highlights the need for 'regulation'.
But now, 3.6 billion people around the world use smartphones and are moving along with the Phono Sapiens civilization.
They have elevated smartphone-related companies like Amazon, Google, and Facebook to the ranks of the world's top corporations, while quietly causing companies that go against the civilization of Homo Sapiens to decline.
These are the people who are now moving the world's business.
What this means is clear.
Whether we can survive or not in the future depends on whether we understand and accept the civilization of Phono Sapiens.
We can move forward into a new era
The 'data' speaks
“Capital’s message is clear.
We will invest in companies that follow the consumer civilization of Homo Sapiens.
What we need to keep in mind is the direction it is heading.
Young people preparing for the future must also focus on the civilization of the Phono Sapiens era.
Now is the time when we need new thinking with a different paradigm from the past.” _From the text
The author of this book, Professor Choi Jae-boong, was an engineer dedicated to researching cutting-edge technologies.
Then, in 2005, through joint research with Professor Jae-Cheon Choi, I opened my eyes to a new world called 'human evolution', and began to analyze all the changes brought about by digital technology, focusing on 'people' rather than technology.
In particular, after recognizing the rapid changes that have occurred in humanity due to the emergence of 'smartphones', he has been studying all phenomena related to them by combining them with various fields such as evolution theory, psychology, and humanities.
For five years, he devoted himself to uncovering the beginnings of a new species of human being called 'Phono Sapiens' and the new civilization they built, through comprehensive analysis and in-depth data tracking that crossed the boundaries of humanities and engineering.
Based on the rapid market changes that have occurred over the past decade since the launch of the iPhone, this book explores what the new era wants, what changes are occurring, how smartphones have transformed human consumption desires and the resulting consumption patterns, and how this is shaping a hyper-connected society.
We looked at the changing order brought about by the market revolution, observed successful companies that capitalized on these changes, and explored what we need to prepare for.
Thousands of books have already been written about the Fourth Industrial Revolution, and it's clear that more stories about the revolution will follow.
Among them, the unique feature of this book is that it explains the starting point of revolution as ‘change in humanity.’
The new market order ushered in by Phono Sapiens is compellingly consistent across almost all sectors, and based on this, we can clearly determine the direction for the future.
The author says, “We must now look at the revolution that has penetrated deep into the market from a thorough ‘Phono Sapiens perspective.’”
This book will help us see the world through the lens of Phono Sapiens, see opportunity rather than crisis in this age of revolution, and navigate it with wisdom rather than confusion.
There is no reverse in 'evolution'
“When a continent’s civilization changes rapidly, even though we have done nothing particularly wrong, a crisis always comes.
It's as if the Bronze Age civilization of the Osun and Dosun eras is still alive and well on the Korean Peninsula, but when the Iron Age soldiers arrive from the continent, a change in civilization begins.
At that time, we had to experience despair and pain in front of the tremendous power of iron.” _From the text
If God created Homo sapiens in the beginning, Steve Jobs created Homo sapiens.
Phono sapiens, humans who treat smartphones as if they were part of their bodies, have triggered a tremendous lifestyle change in just 10 years, and as a result, human society is undergoing a massive, fundamental change.
Along with the technological changes that are so intriguing to hear about, such as the Fourth Industrial Revolution and blockchain, the emergence of a "new human" at the center of the market ecosystem is reorganizing the global business order and the weight of capital.
This is truly the 'age of revolution', a time when a change of civilization is taking place.
This revolution is not a distant story.
Because it has already entered our daily lives.
Over the past decade, advertising revenue from terrestrial TV and newspapers has fallen by nearly half, while the market share of search portals (Naver) and YouTube has increased explosively.
In 2018, YouTube's video share reached a whopping 85%.
What about finance?
As of 2018, the proportion of business handled by unmanned services (internet banking and automated machines) exceeded 80%, while the proportion of branch office transactions fell to 9.5%.
In fact, Citibank Korea has already closed 80% of its branches and strengthened its online banking.
This is also why, when a bank went on strike not long ago, most citizens responded that there was no inconvenience, shocking the banking industry.
Distribution is the same.
Sales at large supermarkets are declining, while online sales are increasing rapidly.
A third of department stores in the U.S. have closed, and the closures of smaller stores are even more severe.
China has standardized smartphone payments like Alipay and WeChat Pay for all transactions, and even street beggars in Shanghai wear QR code necklaces.
In 2018, our country also joined the revolution, finally entering an era of 100 trillion won in online consumption sales.
The so-called revolution is not happening in the special world of business, but in our 'every day'.
The fundamental cause of these changes in daily life is not a specific force such as power or capital, but the 'voluntary choice' of a new species of human being called 'Phono Sapiens'.
Without anyone forcing them, people switched off their TVs and newspapers and turned to smartphones as their source of media and information.
No one forced me to do so, but I stopped going to bank branches and chose online banking.
No one forced me to do it, but I chose online shopping over supermarkets and department stores.
And this choice is spreading at an unimaginable rate.
We call these changes resulting from humankind's voluntary choices 'evolution'.
The frightening yet astonishing fact is that in the long history of mankind, there has never been a single 'reversal' in 'evolution'.
We are living in an irreversible turning point in civilization, whether we like it or not.
The choice to block it or accept it is ours, but the advent of a new civilization also means that the future of humanity is already 'determined'.
Now, the 'back side of the side effect'
It's time to read
“You can still live without a smartphone, but compared to them, things are more inconvenient and difficult.
Naturally, complaints are being raised that it is becoming difficult to make a living as familiar markets are being destroyed and disappearing.
As our daily lives change, so does our job.
“The revolution began to spread.” _ From the text
Even in this great turning point of civilization, our society's evaluation of smartphones is somewhat negative.
Online games, which have spread through smartphones, are treated as an addiction that eats away at the minds and hearts of young people, and social media is said to be a waste of life and an obstacle to true human relationships.
They point out that not being able to memorize even one phone number of a family member or friend is due to excessive dependence on smartphones.
Digital devices are objects that children should avoid as much as possible, making adults stupid and alienating them from one another… The negative effects of smartphone use are already dominating our thinking.
But if you think about it carefully, these perceptions are only half correct.
In fact, thanks to smartphones, we consume far more data every day than ever before, and even advanced knowledge, once exclusive to experts, is now available to us at any time.
In reality, our brains are more knowledgeable and intelligent than any other human brain of any era.
So, is social media really making our relationships "light and shallow"? With the convenience of communication, we communicate more frequently, and even have the ability to converse with multiple family members and friends simultaneously.
You can make friends and exchange information with people across the globe, and easily communicate face-to-face with family members far away.
People who were once considered 'digital losers' and 'gaming addicts' have now emerged as 'creators' who earn hundreds of millions of won annually through YouTube and personal content.
So why have we been so focused on the negative side effects of smartphones? Faced with disruptive changes that pose a significant threat to our familiar ecosystem, humans naturally develop a kind of self-defense instinct.
The sense of crisis about the collapse of the existing order led to the construction of a defensive barrier under the pretext of a 'side effect'.
That is why it is true that the older generation, unfamiliar with smartphone civilization, constantly mentions the negative side effects of new technology and only highlights the need for 'regulation'.
But now, 3.6 billion people around the world use smartphones and are moving along with the Phono Sapiens civilization.
They have elevated smartphone-related companies like Amazon, Google, and Facebook to the ranks of the world's top corporations, while quietly causing companies that go against the civilization of Homo Sapiens to decline.
These are the people who are now moving the world's business.
What this means is clear.
Whether we can survive or not in the future depends on whether we understand and accept the civilization of Phono Sapiens.
We can move forward into a new era
The 'data' speaks
“Capital’s message is clear.
We will invest in companies that follow the consumer civilization of Homo Sapiens.
What we need to keep in mind is the direction it is heading.
Young people preparing for the future must also focus on the civilization of the Phono Sapiens era.
Now is the time when we need new thinking with a different paradigm from the past.” _From the text
The author of this book, Professor Choi Jae-boong, was an engineer dedicated to researching cutting-edge technologies.
Then, in 2005, through joint research with Professor Jae-Cheon Choi, I opened my eyes to a new world called 'human evolution', and began to analyze all the changes brought about by digital technology, focusing on 'people' rather than technology.
In particular, after recognizing the rapid changes that have occurred in humanity due to the emergence of 'smartphones', he has been studying all phenomena related to them by combining them with various fields such as evolution theory, psychology, and humanities.
For five years, he devoted himself to uncovering the beginnings of a new species of human being called 'Phono Sapiens' and the new civilization they built, through comprehensive analysis and in-depth data tracking that crossed the boundaries of humanities and engineering.
Based on the rapid market changes that have occurred over the past decade since the launch of the iPhone, this book explores what the new era wants, what changes are occurring, how smartphones have transformed human consumption desires and the resulting consumption patterns, and how this is shaping a hyper-connected society.
We looked at the changing order brought about by the market revolution, observed successful companies that capitalized on these changes, and explored what we need to prepare for.
Thousands of books have already been written about the Fourth Industrial Revolution, and it's clear that more stories about the revolution will follow.
Among them, the unique feature of this book is that it explains the starting point of revolution as ‘change in humanity.’
The new market order ushered in by Phono Sapiens is compellingly consistent across almost all sectors, and based on this, we can clearly determine the direction for the future.
The author says, “We must now look at the revolution that has penetrated deep into the market from a thorough ‘Phono Sapiens perspective.’”
This book will help us see the world through the lens of Phono Sapiens, see opportunity rather than crisis in this age of revolution, and navigate it with wisdom rather than confusion.
GOODS SPECIFICS
- Date of issue: March 11, 2019
- Page count, weight, size: 336 pages | 578g | 152*224*19mm
- ISBN13: 9788965707691
- ISBN10: 8965707692
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