1.
Future of crowdsourcing and value
creation in different media
environments
Debate of Mindtrek/Academic Mindtrek 2013
2.10.2013
Chairman: Jari Jussila (TUT)
Panelists:
Pia Erkinheimo (Digile)
Markus Myhrberg (Lexia)
Janne Ruohisto (Intunex)
Tom Laine (Innopinion)
Moderators: Hannu Kärkkäinen (TUT), Mika Rautiainen (Oulu University)
Introduction: Professor Hannu Kärkkäinen
Tampere University of Technology
/ NOVI Research Center

2.
Crowdsourcing concept
• Generally, broadly used to refer to the act of
“outsourcing a job that is traditionally
performed by e.g. an employee of a firm to an
undefined, generally large group of people”
• “Anonymous crowd”
– Just a bunch of incompetent randomly
selected people? Or
– Highly professional experts?
• Panelists’ view?

3.
Growth of significance of
crowdsourcing for business?
• Already well-tested crowdsourcing models
exist
• Increase of professional firms that have
designed and promote crowdsourcing- based
options for working – also Finland
• Maturity of social media as an important
driver of crowdsourcing noticed in research
1.2.2014
3

4.
Trends / future of
crowdsourcing? From…
-
Crowdsourcing of
simple tasks from
consumers by
consumer firms
-
-
raw ideas
often marketingoriented
no real in-depth
expertise
generic types of
intermediary
companies
compensation e.g.
movie tickets etc.
1.2.2014
4

5.
-
…into…
-
Crowdsourcing of
new product
development tasks
B2B
crowdsourcing
Crowdsourcing of
simple tasks from
consumers by
consumer firms
Industrial
/ manufacturing
companies
-
refined knowledge and
concepts
product development
- oriented
in-depth expertise of
various sorts (CAD,
software design and
testing, manufacturing
expertise,…)
specialized intermediary companies
(e.g. GrabCAD)
Highly
professional
tasks
-
compensation:
better products
career promotion
prof. reputation
…
1.2.2014
5

6.
…into…
?
?
Crowdsourcing of
simple tasks from
consumers by
consumer firms
?
?
1.2.2014
6