The Information Society as a Complex System
Ioannis Antoniou
(International Solvay Institutes for Physics and Chemistry, Brussels,
and Vrije Universiteit Brussel, Belgium
iantonio@pop.vub.ac.b)
Mike Reeve
(University of Southampton, UK
mjr96v@ecs.soton.ac.uk)
Vic Stenning
(Imperial College, London, UK
vs6@doc.ic.ac.uk)
Abstract: We are all very conscious of living through a revolution
- one in which the industrial society is being superseded by the information
society. Every day brings new evidence of the breakneck pace of the changes
that are currently underway. But while broad awareness may be unavoidable,
understanding is not so easy. Both the pace of the revolution and its multi-faceted
nature make it difficult to gain a clear perspective. But here the new
science of complexity can perhaps help. It provides a coherent theory that
is directly applicable to the emerging society, potentially providing new
insights and new understanding. This paper examines several facets of the
current revolution from a complexity perspective, and suggests that the
relationship between the emerging science and the emerging society will
be a rich one.
Key Words: complexity, information society
Category: K.4
1 Introduction
We live in interesting times - times of rapid and ever-accelerating
change. The changes are happening so quickly that it is difficult to keep
abreast, much less retain control. Everything seems to be changing at once
- the political map, the global economy, our institutions, human society,
company structures, business practices, and individual lifestyles. And
the changes all seem to be heavily inter-linked. Change triggers change.
2 The World We're Leaving Behind
The world we're leaving behind was highly industrial. It was largely
geared towards the manufacture of physical goods. The economics of this
world were those of
scarcity, of situations where demand exceeds supply. By definition,
physical resources are limited. So the value of a resource depends upon
its scarcity - the scarcer the resource, the greater the value.
Since demand often exceeded supply, power rested with the supplier.
Customers would not expect goods to be perfectly matched to their needs,
but rather would be prepared to purchase any available product or service
that came reasonably close. They had no alternative.
So it was a world of mass markets - of the broad notion that `one size
fits all'. Producers regarded their customers as one amorphous and undifferentiated
mass, and consciously offered them little or no choice. This stance was
perfectly captured in Henry Ford's famous remark that customers for his
Model T could have the car in `any colour, so long as it's black'.
Given the economics of scarcity and a focus on the mass market, the
primary concern for producers was efficiency of manufacture and delivery.
They organised their supply chains so as to optimise this efficiency. The
goal was to achieve mass production and the accompanying economies of scale.
So the supply chains were supplier-centric, geared to the needs of the
producer. Mass production required that the supply chain should remain
stable over periods much longer than the manufacturing time of any individual
item - regardless of whether this chain was within a single vertically-integrated
company or involved a whole sequence of companies. With this stability,
the supply chain could be optimised over time. But the focus of this optimisation
was efficient production for the mass market through economies of scale,
rather than the specific needs of any individual customer.
In this world of physical resources, efficiency of production and stable
supply chains, much of the value of a company lay in its physical assets
- in its manufacturing equipment, distribution facilities, buildings and
land, inventory and cash reserves. Most of the remaining value then lay
in the history of profitability, which was seen as a good indicator of
competitiveness, efficiency and future potential. So the entire value always
lay in tangibles, whether tangible physical assets or tangible profits.
3 The World We're Entering
The world that we're entering is very different. It's a world that is
dominated by information and knowledge, rather than by physical resources.
And it is a world in which that information and knowledge is communicated
and shared through networks.
Unlike physical resources, knowledge is not limited, either in its extent
or its use. The economics of scarcity no longer apply. Instead we have
the economics of ubiquity - rather than diminishing, the value of knowledge
increases with wider accessibility and use.
So now the value of a product or service lies in widespread availability.
As volumes increase, so does value, often on an exponential scale. Internet
e-mail provides a good example. When only a few people had e-mail addresses,
the value of the service was limited. But as more people subscribed, that
value increased. Today, e-mail represents a hugely valuable tool for both
business and social communication.
And as more subscribers join, so the value increases, not just for those
new subscribers but for all participants.
In a world that is no longer limited by physical resources, supply potentially
exceeds demand. Power no longer rests with the supplier - it switches to
the customer. And customers begin to expect goods that are precisely matched
to their needs.
So the mass market is being superseded by the micro-market. As Alvin
Toffler has observed, we are moving from the stance of `one size fits all'
to that of `one size fits nobody' [Toffler and Toffler
95]. Rather than remaining standardised, products and services are
increasingly being customised. Each person is seen as a market of one,
as a unique individual with unique personal needs and aspirations. Where
once denim jeans were available in only a limited range of sizes, today
you can have them made to measure, without any prohibitive increase in
price. And as an alternative to pre-packaged musical selections, today
we can purchase CDs or download our MP3 player with our own unique sequence
of tracks, chosen from huge catalogues. When buying cars, we not only have
a choice of colours but often a choice from a wide range of customisation
options, so that our own car is heavily personalised. Perhaps in future
we shall be able to order whatever colour we like (though some people will
still choose black).
To capture and retain some share of these micro-markets, suppliers must
be highly customer focused. They must be obsessed with meeting the needs
and expectations of their customers on an individual basis. Since those
needs and expectations are often dynamic, they must be flexible and innovative.
So supplier-centric value chains are being superseded by customer-centric
value networks, with the emphasis more on flexibility than on efficiency.
Where the old value chains were stable, these value networks are highly
volatile - they are formed to meet a transient market need, to occupy a
particular niche, and then dismantled. With such volatility, opportunities
for analysis and tuning are severely limited; the network must operate
effectively from its inception. It must spring into being, work smoothly
to satisfy the needs and expectations of its customers on an individual
basis, and then simply disappear.
In this world of information, flexible value networks and volatility,
much of the value of a company lies in intangibles - in its knowledge,
business processes, agility, networking capabilities and brands. By contrast,
physical assets become far less important. And even the history of profitability
assumes less significance. So companies with no physical assets and that
have never made a profit can be valued in billions. New companies come
to the market and instantly achieve capitalisation that longer-established
companies can only envy. Presumably the markets view these long-established
companies as belonging to the world we're now leaving behind, while the
newer companies are seen as forging the world to come.
4 The Science of Complexity
These changes that are underway are nothing short of revolutionary.
Governments and institutions, companies and individuals all need to gain
some insight into these huge changes, to achieve some kind of understanding.
Better yet, we would like some
capability to predict and control. But that may be asking too much.
Even insight and understanding presents something of a challenge. Fortunately,
we have a tool that may help - the new science of complexity [Prigogine
and Stengers 84], [Prigogine 80], [Prigogine
97], [Haken 83], [Ruelle 91],
[Lorenz 95], [Badii and Politi 97],
[Mainzer 97], [Flood and Carson
93], [Weingartner and Schurz 96], [Nakamura
et al 97], [FCE 93], [Rhee 99],
[Prigogine and Antoniou 99], [Antoniou
et al 97b], [Novak 98].
Complexity is the study of emergent properties of systems that are highly
non-linear. Emergent properties are properties of the system as
a whole that cannot be identified by isolated study of its component parts.
So, for example, intelligence and consciousness are emergent properties
that cannot be understood by analysing the working of the brain's neurons.
The beauty of Van Gogh's Sunflowers cannot be understood by detailed
analysis of its individual brush strokes. And the nature of an ant colony
cannot be understood by studying the isolated behaviour of each individual
ant. In all these cases, the system must be considered as a whole. Complexity
is holistic rather than reductionist.
In non-linear systems, instabilities are the keynote: a small
change of initial conditions can result in a huge change in the system's
behaviour over time. This is in sharp contrast to linear systems, where
a small change in initial conditions results in a correspondingly small
change of behaviour. So, for example, the simple systems of Newtonian physics
like pendula and projectiles are linear. Most interesting systems, however,
are non-linear, including, for example, biochemical reactions, electronic
circuits, communication networks, ecosystems, weather systems, economic
systems and social systems. The emergent properties of non-linear systems
are often `surprising', and it is with these properties that complexity
is concerned.
Although a new science, complexity has already had many successes. It
has given us new insights and deeper understanding in a wide range of fields,
from pattern formation [Walgraef 97] and biological
evolution [Novak 98], [Goldbeter
96], [West 90] to traffic flows [Prigogine
and Herman 71], [Wolf et al 96]; and from evolutionary
economics and stock market trading patterns [Giarini and
Stahel 89], [Day 94], [Peters
91], [Day and Chen 93], [Barnett
et al 96], [Puu 96], [Mandelbrot
97] to management [Flood and Carson 93], [Baets
99], [Ulrich and Probst 84] and the self-organisation
of cities and regions [Prigogine 80], [Allen
97]. It has even contributed to the development of improved instruments
for the diagnosis of skin cancer [Antoniou et al 99],
[Akishin et al 99].
In many ways, complexity is the science of the Information Society -
the two are closely inter-related. IT systems of all kinds are complex
systems. The Information Society as a whole is a complex system, with information
technologies providing the interconnections and correlations that introduce
high non-linearities. Conversely, information technology is an essential
tool in the study of complexity. The non-linear equations that characterise
complex systems are rarely amenable to solution by analytical methods,
and we rely instead on computerised methods involving simulation and searching.
So the science of complexity relies upon information technology as an essential
tool. But equally, this emerging science may help us gain new insights
into the Information Society, and new understanding.
Some of the early trends that will help shape the Information Society
are already visible. And we can already identify facets of complexity theory
that could yield some insight into those trends. These combinations include:
- new value added services / new relevant variables
- the agile enterprise / non-linearity and rapid structural change
- power to the individual / new stable branches
- virtual communities / self-organisation
- the excluded middle / changing attractors
- the new economics / autocatalysis
5 New Value Added Services / New Relevant Variables
In 1996, Alan Greenspan, Chairman of the US Federal Reserve Bank, made
an interesting observation. Apparently, the economic output of the USA
today weighs the same (measured in terms of physical weight, tonnage) as
it did 100 years ago. Yet during that time, economic output has increased
100-fold in real terms. Clearly the nature of what we produce has changed
- from heavy physical goods, to services and intangibles.
In the Information Society, a high proportion of the economy - perhaps
50% or more - will consist of new value added services, in such areas as
health, education and leisure. In health, we shall see remote monitoring,
diagnosis and treatment. Purely for reasons of financial savings, people
may choose to consult a private medical advisor based in India or the Caribbean,
rather than one based in their own town. And the specialist surgeon who
performs a heart operation may be physically located on the other side
of the world from her patient. In education, we shall see an explosion
in distance teaching, in life-long self-education, and in `immersion' learning
(whereby one learns from simulated experience rather than from external
observation).
So the nature of the world economy has changed dramatically over the
past century and will continue to change during the next. Yet our way of
measuring the economy has not changed. We continue to use old measures
of progress and competitiveness, such as manufacturing output and full-time
employment figures.
In the science of complexity, when studying complex systems, the selection
of relevant variables is recognised as being critical [Prigogine
80], [Haken 83], [Mainzer 97].
Which variables should you use to study the behaviour of the system over
time? Often some variables are `fast' while others are `slow'. The fast
variables highlight the short-term behaviour of the system but provide
little indication of longer-term behaviour. Conversely, the slow variables
show only longer-term behaviour, not short-term. So selecting both the
right kinds of variables - fast or slow - and selecting the right individual
variables of those kinds is vital to obtaining the desired insights into
the behaviour of the system under study.
Unfortunately, relevant variable selection is currently an art rather
than a science - there are no rules. But those who work in complexity are
accumulating some experience. They are learning to recognise bad choices
of variables more quickly, and
to be imaginative in their search for good variables. Perhaps in time
that experience can be applied to the Information Society and the information
economy, yielding a new set of economic indicators that are more appropriate
than those in common use today.
6 The Agile Enterprise / Non-linearity and Rapid Change
During the industrial era, most organisations enjoyed a relatively stable
environment and, consequently, believed in the value of `planning for progress
and profit'. The heyday of such planning was the 1960s. Just as many nations
had five- or seven-year plans, so most medium and large businesses had
detailed plans for their own development.
But confidence in planning was short lived. By the late 1970s, dissenting
voices could be heard. `Those who say they make plans and these work are
liars. The term planning is imbecilic; everything can change tomorrow.'
And by 1993, Professor Henry Mintzberg wasn't limiting himself to the observations
that planning didn't work and was therefore useless. He went further and
condemned planning as positively harmful. Planning schemes don't just fail
to encourage the flexibility that is so necessary for success in modern
business - they actually suppress it [Mintzberg 93].
The traditional belief in planning reflected a view that the business
world was largely stable and predictable. If one hundred thousand people
bought new refrigerators during the second quarter last year, then one
hundred thousand people would also buy new refrigerators during the second
quarter this year. This notion of stability reflects the traditional view
of the universe as mechanistic, deterministic and reductionistic. It essentially
represents the Newtonian view, uncritically applied to the world of business.
But the 1970s saw growing recognition that any stability was rapidly
disappearing - `change is the only constant'. And today we have widespread
acknowledgement that the rate of change is ever accelerating, driven by
constantly increasing consumer demands and constantly increasing competition.
Sony provides a striking example. The company's cycle time for the development
of new products is incredibly short. In a thirteen-year period following
its invention of the Walkman, the company produced 227 different models,
about one every three weeks [Brull 92]. The new product
cycle time is now shorter than the inventory turnover time of many of its
retailers.
Equally, companies who carefully monitor their traditional competitors
are increasingly outflanked by innovative newcomers who emerge from nowhere
to rapidly capture a substantial chunk of the market - or to completely
destroy the existing market by creating some radical new alternative.
So the old notions of planning are increasingly inadequate for modern
needs. Complexity theory provides an explanation. The traditional approach
to planning reflects the reductionist view of management, the notion that
any problem can be addressed by dividing it into a set of self-contained
sub-problems. But complexity theory shows that this approach cannot work
- it relies on the false assumption that the universe is deterministic
and linear. The modern business world is characterised by rich and complex
interconnections, between co-operating companies, between
different groups within companies, and between companies, suppliers
and customers. These complex interconnections establish very high non-linearities.
They in turn give rise to unexpected phenomena like self-organisation and
dramatic amplification of innovations that initially appear as small fluctuations
in the system. As a result we find inherent limits to predictability and
the breakdown of most conventional methods of control. For example, attempts
to apply conventional (deterministic) control theory to such systems is
doomed to failure; instead we must employ probabilistic control
[Antoniou et al 97a].
So instead of planning for a stable future, companies world-wide are
learning to live with change. They acknowledge that its rate is ever accelerating,
driven by constantly increasing consumer demands and constantly increasing
global competition. In response, they are abandoning their traditional
approaches to planning, and replacing them with an emphasis on learning,
flexibility, risk taking and `churn'. They stress continuous learning,
strive to remain lean and agile, and happily accept frequent failures as
part of the necessary price for success [Peters 94].
In all of this, the information technologies are central - both in creating
the need for constant change, and in giving businesses the tools for handling
it. The primary driver of continuous change is ever-increasing competition
in the global economy. And that global economy was largely created by the
information technologies. Before the advent of these technologies, the
world?s economies were regional or national, and the interactions between
the individual economies were limited. But the widespread adoption of information
technologies introduced the rich set of inter-connections and inter-dependencies
that transformed the many national economies into a single global economy.
Equally, the information technologies provide companies with one of their
main tools for handling change. They enable companies to quickly change
their organisations, to work more closely with their partners and suppliers,
and to rapidly bring new products to market. We see the flattening of traditional
hierarchies, the blurring of boundaries between companies, and virtual
enterprises that are in constant flux.
In complexity terms, the information technologies support the interconnections
and correlations that introduce high non-linearities. They actually help
to create complexity. But at the same time they enable rapid reaction,
allowing organisations to respond to the complexity and even exploit it.
The result is accelerated business evolution. So companies must always
be prepared for the unexpected - for a changing environment or for new
behaviour from their customers, partners or suppliers. They must embrace
change, and constantly search for a local optimum that will allow them
to survive and prosper.
They must therefore replace their old rigid planning with flexible,
open and adaptable approaches based on evolutionary strategies. These are
now under development within the science of complex systems, along with
a new mathematics for evolutionary planning [Flood and
Carson 93], [Baets 99], [Ulrich
and Probst 84], [Antoniou and Suchanecki 97],
[Bojadziev and Bojadziev 97], [de
Caluwe 97], [Refenes 95]. That new mathematics
will in turn be supported by soft computing. Once this work reaches fruition,
we shall have new planning approaches that recognise and respond to the
challenges of ever-accelerating change.
But of course, a new approach to planning is only part of the story.
A planning approach that emphasises flexibility must be matched by company
structures and strategies that provide flexibility. Hence we witness a
trend in the structure of organisations that is now well-established:
- from rigid hierarchies, vertical integration, functional divisions,
central control
- to fluidity, flat structures, process orientation, networking,
and distributed autonomy.
In complexity terms, the rigid hierarchies reflect a deterministic view
of the world while the flexible networks reflect a probabilistic view.
The deterministic view subscribes whole-heartedly to a belief in cause
and effect. It believes that events are completely determined by previous
causes rather than being influenced by free will or other uncontrolled
factors. So a strict hierarchy that is able to manage the causes and thereby
obtain the desired goal is seen as appropriate. By contrast, the probabilistic
view rejects the notion of a clear and stable goal and of a known path
for reaching that goal. Instead it takes the stance that many outcomes
are possible and that each is subject to some probability, never certainty.
So the appropriate organisational structure is the fluid network with its
inherent capabilities for self organisation and self adaptation. In the
new science of complexity, the probabilistic view is central. With any
complex system, we are unable to make firm predictions but we can make
probabilistic predictions [Prigogine 97], [Antoniou
and Suchanecki 97].
In all these trends from rigid hierarchies to fluid networks, the main
enabler is again information technology. Without those technologies, the
kinds of changes now taking place - all of which require great flexibility,
close co-operation amongst separate groups and superb communications -
would simply not be possible. [It is also interesting to note that IT catalysed
the development of the mathematics of complex systems. Some of the central
characteristics of complexity, including instability and chaos, were known
to both Maxwell and Poincaré. But they lacked the mathematical tools
to make any progress with these topics. Only with advances in IT was it
possible to develop the new mathematics that the science of complexity
requires.]
7 Power to the Individual / New Stable Branches
Once fully established, the Information Society will be one of personal
empowerment. To quote Taylor and Wacker, we shall all have four key freedoms:
to know, to go, to do, and to be [Taylor
and Wacker 97]. The freedom to know comes with open access to
continuing self education and to all kinds of information. For the first
time in history, our ability to know will not be constrained by wealth,
caste or nationality, but only by the limits of our personal desires. The
freedom to go comes from unconstrained mobility - a world of truly
global citizens, unrestrained by national boundaries, who are able to travel
and to live wherever they choose. The freedom to do comes from the
option and obligation to take personal initiatives, to take responsibility
for one's own life rather than relying on others. And the freedom to be
comes from unconstrained choice, the chance to be whoever one wants
to be and live however one wants to live. Lifestyle will no longer be determined
by factors outside the individual's control - whether nationality, social
class, region of birth, regional customs and cuisine, or whatever - but
solely by personal choice.
From a complexity perspective, this personal empowerment emerges as
natural and necessary. In the conventional physics of closed systems, all
evolutionary strategies have a global goal. They are directed at the gradual
minimisation of some global system property - this is the famous Least
Action Principle that governs equilibrium physics. But in a complex
system, far from global equilibrium, this principle breaks down. There
is no global goal. Instead there is self-organisation, with the various
parts of the system constantly exploring and constantly searching for attractors,
for stable branches representing local equilibria [Prigogine
and Stengers 84], [Prigogine 80]. In the Information
Society each individual person is a distinct part of the overall system,
with a unique set of personal goals. Each individual is empowered to pursue
those goals and, in some sense, obliged to do so. And the Information Society
presents individuals with new stable branches, new avenues to personal
progression, that previously were unattainable.
While the Information Society is empowering people in both their working
and personal lives, it is also blurring the distinction between the two.
For example, we see a massive increase in the number of people working
from home. Already one American in five works from home for at least part
of the time, and the numbers are steadily growing. Studies have shown a
number of benefits, including increased job satisfaction and lower stress.
A trial by Northern Telecom in 1994 showed a 30% increase in productivity
when employees worked from home for at least three days a week. While an
experiment by British Telecom found that home-based directory enquiry operators
were more reliable than their commuting counterparts [Cairncross
97].
Another change comes with the increased range of services available
in the home, including full financial services, education and health care.
Already many of us use credit cards or electronic money to shop from home
for all kinds of products and services. In the near future we shall be
able to continue our education on any subject at any level, contribute
to a political debate, vote for the candidates of our choice, consult legal
advisers, and do a thousand other things.
With more people working from home and more services available in the
home, the role of both the office and the city will change. Observing that
one disadvantage of working from home is a loss of direct personal contact
with colleagues, Charles Handy has suggested that the traditional office
will become more like a `club' [Handy 98]. People
will no longer do most of their work there, but rather will use it as a
meeting place where they can hold informal conversations, brainstorm and
build teams. Similarly, the absence of millions of commuting workers will
change the face of cities, and they will return to being centres of culture,
entertainment and leisure.
The combined impact of all these changes is a lifestyle that has more
in common with the agrarian era than the industrial. Days will be far less
regimented. The distinction between working time and leisure time will
be blurred. Enforced travel to reach work will be eliminated, but personal
travel for holidays and leisure will increase. Above all, people will be
empowered to make their own decisions and to
live the life that they choose to live. The available selection of stable
branches and local optima will be huge.
8 Virtual Communities / Self-organisation
Traditionally, the vast majority of communities have been defined, and
constrained, by geographical proximity. People felt a sense of community
with their neighbours, with other people in the same village, town or neighbourhood.
This geographical proximity fostered common interests, for example in the
local environment, schools, healthcare, employment opportunities, shopping
facilities, local transport, and so on. And those common interests would
in turn reinforce the community. But the original source lay in geographical
proximity.
Of course, there are notable exceptions. Newton was a member of a scientific
community that spanned, at least, Western Europe. National and international
medical communities have existed for centuries. And many of us have participated
in various communities associated with our work, whether in the arts, the
sciences, or engineering. But these notable exceptions largely serve to
prove the rule - that the vast majority of communities have been governed
by geographical proximity.
But now the information technologies are demolishing the barriers of
distance [Cairncross 97]. Already, communicating
with somebody on the other side of the globe is no more difficult than
communicating with somebody in the next street. In many cases - such as
when using Internet e-mail - it is also no more expensive. And with established
trends in communications costs, it will soon be close to free.
So in the information society, people will be able to create new communities
that are not determined by geographical location but only by common interests.
Some will be work-related, uniting people in a particular profession. Others
will be related to the home and family. Others to leisure interests and
hobbies. And others to culture or ethnic origins. These virtual communities
will not displace existing physical communities, but will be a rich addition
to them.
To a large extent this has already happened. The Web is host to a huge
range of communities representing every conceivable interest and orientation.
So we have communities of mothers. Communities of people who are concerned
with a specific disease or medical condition. Communities of people interested
in one particular make of motorcycle. A community of the members of an
ancient Scottish clan who now happen to be scattered across the four corners
of the globe. The list goes on and on. And all these communities function
and interact solely via computer networks. The members rarely, if ever,
meet face to face.
This explosion will continue. Many of the existing communities will
thrive and grow. Others will emerge, reflecting new interests and concerns.
Some will be transient - formed to address one particular issue and allowed
to evaporate once the issue has been resolved. Others will be permanent
and unite people for life. And as the computing and communications technology
improves, so the shared community experience will become richer.
Some people have voiced fears that the information society could destroy
normal human social life. But the reality is that, through virtual communities,
our social life
will be enriched and enhanced. Most important, the single digital space
will provide entirely new opportunities for people to meet and interact,
regardless of geographical distance, physical disabilities or restrictions
on movement. Those who lack face-to-face social skills sometimes find that
they are more relaxed in cyberspace and better able to communicate. The
experience from letter writing and the telephone suggests that new opportunities
for communication do not replace established forms of human contact, but
rather supplement and enhance them. And the same will be true of the new
communication opportunities provided by the single digital space and virtual
communities.
In complexity terms, virtual communities represent a new phase in the
self-organisation of our society, enabled by the information technologies.
There is no centralised control over the many existing communities - they
have been self-forming and self-regulating. Once the technologies were
in place to support them, these communities simply sprang into existence.
And new ones continue to appear, like mushrooms. This is a classic example
of self-organisation reflecting the non-local correlations in complex systems.
9 The Excluded Middle / Changing Attractors
If the industrial era favoured large manufacturing organisations, it
also favoured the middle-man. Many companies enjoyed great success simply
by acting as intermediaries between manufacturing companies and their end
customers. Lengthy supply chains were common.
However, with customers becoming more demanding and competition becoming
fiercer, both manufacturing and service companies have been forced to `get
closer to their customers' and become more responsive to their individual
needs. Often this has required the shortening of supply chains and, in
particular, the by-passing (and elimination) of intermediaries.
The trend is now well established. Undoubtedly it has been accelerated
by the success of the Web. Microsoft's Bill Gates has suggested that the
information technologies will completely eliminate intermediaries by creating
`friction-free capitalism'. He argues that `the Internet will extend the
electronic marketplace and make it the ultimate go-between, the universal
middleman'.
So are all intermediaries doomed to perish? In one sense, probably yes.
Historically, many intermediaries have prospered from necessity rather
than desirability. They have been a necessary link in the supply chain,
in that their involvement has been essential to the delivery of the product
or service from the producer to the customer. But from the customer's perspective
they have not added value to that product or service - they have simply
made it available exactly in the form in which it left the original producer.
Any such intermediary, who adds cost but no value, is obviously vulnerable.
Once an alternative delivery route becomes available - whether through
the telephone, interactive television, the Internet, or whatever - it will
be adopted. From the perspectives of both producer and consumer, it's a
pure win: the new delivery route offers cost savings without in any way
reducing the value of the product or service.
But some intermediaries do add value. An obvious example is the travel
agency staffed with seasoned travellers who can advise on the potential
pitfalls of some proposed itinerary and suggest a better alternative, all
based on personal experience. Other examples arise when there are many
possible alternatives and masses of data to be sifted in order to make
an informed decision - such as, for example, when making investment decisions.
In such cases, the intermediary between the original supplier and individual
consumer is not simply adding cost. By bringing specialist knowledge to
the situation, the intermediary is also adding real value. And these intermediaries
can continue to thrive, even in an age when the technologies would allow
them to be by-passed.
Indeed, the information age could even see a boom in this sort of intermediary.
One concern that is often expressed about the Information Society relates
to information overload. Individuals may be bombarded with so much information
that they are unable to handle it all and simply collapse under the weight.
In this context, the knowledgeable intermediary has a real role to play
- sifting the information, sorting the wheat from the chaff, and offering
informed and reliable advice.
So the overall impact may not be the complete elimination of intermediaries
as Bill Gates suggests. While we will certainly see the demise of those
who add costs without adding value, we shall also see the growth of a whole
new industry - intermediaries whose knowledge and skill add real value
for the customer, and for whose services we shall all be happy to pay.
However, the demise of intermediaries who fail to add value is just
one example of a more general trend towards the exclusion of the middle.
We see other examples with the disappearing layer of middle management
and with the changing role of the nation state.
Middle management has of course largely disappeared in many companies
as a result of re-structuring and downsizing. While such exercises may
perhaps be triggered by a desire to cut costs, they also aim to create
an organisation that is more flexible and more responsive. Middle management
structures are often seen as rigid and slow-moving, and therefore as attractive
candidates for re-organisation or removal.
And the middle layer of government, the nation state, may also be challenged.
With modern communications and transport, people's horizons extend beyond
their national boundaries. And their focus has polarised. There is a tendency
for people to feel strong local affinities, to their own town or city or
region, or to a local ethnic group. But also, many people now feel strong
`global' affinities - they think of themselves more as a citizen of Europe,
or even the world, than of any particular nation state. Increasingly people
have global reach while retaining strong links to local communities.
One wonders how the nation state will fare in between. Its position
is not wholly strong. It is often a relatively new artefact - if one watches
an animated political map of Europe from the 18th century onwards, the
boundaries change with bewildering frequency before finally stabilising
somewhat in 1918. It is also an artificial one. The world is real, the
local community is real, but the things in between are unreal - they are
defined only by lines drawn on the map, which often appear to be rather
arbitrary.
So the nation state is likely to come under increasing pressure as people's
affinities switch increasingly to the local and the global.
From the complexity perspective, all these examples of the excluded
middle reflect exploration and self organisation. The various parts of
the complex system are continually searching for attractors that represent
a local optimum and for the best ways of achieving their local goals [Prigogine
and Stengers 84], [Prigogine 80], [Haken
83], [Lorenz 95], [Mainzer 97].
They are not constrained by their established co-operation patterns, but
are prepared through continuous interaction to seek out and establish new
partners to help in meeting the goals. As a result, intermediaries that
don't add value are by-passed - they are no longer attractors. But the
new arrangement is stable only for as long as it represents a local optimum.
Should new and better opportunities emerge, they will be seized as a normal
part of the ongoing process of exploration, self organisation and self-adaptation.
10 The New Economics / Autocatalysis
The Information Society is changing the rules of business economics.
At one time, the dominant goal was to sell your main products and services
for more than they cost. The value of a business lay in tangible assets
and profitability. But increasingly companies are giving products and services
away, for free - witness such companies as Netscape and Yahoo. The business
value no longer lies in tangible assets and profits, but rather in knowledge,
brand and market presence.
This new strategy exploits the law of increasing returns - one
of the new rules of the network society [Kelly 98].
In the industrial era, the accepted wisdom was the law of diminishing
returns. According to this law, much of the value of a product or service
lies in its scarcity. When production volumes increase, the scarcity value
is reduced. But the network economy turns this law on its head. Many products
and services are now subject to a law of increasing returns - the
more widely available, the greater the value. We see this with the fax
machine, with mobile phones, and with many of the services now available
on the Internet.
With the law of increasing returns, priorities change. The first priority
is to achieve critical mass, as rapidly as possible. Beyond that critical
mass there is a beneficial feedback effect and market share then accelerates.
Which in turn can generate accelerating profits. So the first mover
advantage - the benefits of being first to market with a new innovation
- is greatly amplified. In complexity terms, this is a case of high non-linearity
and small perturbations producing big changes. If the innovation can find
a place in the market, the demand can rapidly become massive. But timing
is all.
So the economics have changed. Traditionally, company value was a function
of tangible assets and profitability. But with the new rules, company value
is a function of intangible assets - such as imagination and creativity
- and market presence. With ubiquitous presence, the value is high even
if the profits have not yet started to roll. So the relevant variables
for measuring businesses have changed - from `hard' measures such as tangible
assets to `softer' measures like brand or market share.
These new economics are well illustrated by recent changes in the FTSE
100 Index of the leading companies on the London Stock Exchange, as measured
by market capitalisation. The broadest ever changes in this long-established
index saw nine companies leave, to be replaced by nine new entrants. The
companies that left the index were from traditional sectors such as brewing,
the utilities, construction and foodstuffs. They were all household names
- Wolseley, Thames Water, Scottish & Newcastle, Imperial Tobacco, Whitbread,
Hanson, PowerGen, Associated British Foods and Allied Domecq. All had strong
track records of profitability and growth.
By contrast, the nine new entrants are all from new economy sectors:
computers and the Internet, pharmaceuticals and the media. The list of
names - Freeserve, Thus, Cable & Wireless Communications, Baltimore
Technologies, Psion, Celltech, Nycomed Amersham, Capita and Emap - include
several that are perhaps unfamiliar. To take just one as an example, Freeserve
is Britain?s leading Internet Service Provider by number of users, but
has never made a profit and expects to be loss-making for the next three
years. It is fascinating to see that such a company can now displace one
like Hanson, which deals in tangibles, has a good profit record, and has
long been regarded as one of the FTSE's strongest performers.
In complexity terms, the law of increasing returns reflects autocatalysis,
a feedback effect whereby the presence of some product itself stimulates
further production of that product [Prigogine and Stengers
84], [Prigogine 80]. And autocatalysis is in turn
a significant driver of self organisation in complex systems.
11 The Science of the Information Society
This paper has examined several major trends in the information society
and suggested that the science of complexity provides a unifying perspective
and a coherent theory that aids understanding of all those trends. Massive
changes in the global economy, with new value added services overtaking
traditional manufacturing in economic importance, calls into question the
validity of the established economic indicators and suggests the need for
identifying new relevant variables. For the enterprise, the increasing
need for agility invalidates traditional planning approaches based on deterministic
control and demands their replacement by probabilistic control.
For the individual, enhanced opportunities for exploration lead to new
stable branches offering unprecedented levels of personal freedom
and choice. New means for self organisation in the information society
are encouraging the emergence of new virtual communities. The continual
search for new attractors results in the by-passing of intermediaries
of all kinds - business intermediaries, middle management, and perhaps
the nation state. And the positive feedback effect of autocatalysis
is re-writing many of the established economic rules of supply and demand.
Each of these individual trends raises many questions. As just a few
examples:
- what economic models and indicators should we use to measure progress
and wealth in the information society?
- what new kinds of business and decision support tools should organisations
employ?
- what will be the social impact of growing personal freedom - how does
this express itself at the community level?
- what will the new roles of our main institutions in the information
society?
- what will be the impact on levels of inequality between the different
regions of the world?
Equally, for each of the trends, the science of complexity provides
its own perspective and offers the promise of new insight. Even more significant,
complexity provides a coherent theoretical framework for understanding
the Information Society as a whole. The relationship between the emerging
society and the emerging science will be a rich one.
Acknowledgements
We should like to thank George Metakides and Ilya Prigogine for sharing
with us their insights on the Information Revolution.
References
[Akishin et al 99] Akishin, P., Akishina, E., Akritas,
P., Antoniou, I., Ioannovich, J., Ivanov, V.: "Stochastic Filtering
of Digital Images of Skin Microstructure"; Computer Physics Communications
(1999) [accepted]
[Allen 97] Allen, P.: "Cities and Regions as
Self-Organising Systems - Models of Complexity"; Gordon and Breach
Sci. Publ., Amsterdam (1997)
[Antoniou and Suchanecki 97] Antoniou, I.,
Suchanecki, Z.: "The Fuzzy Logic of Chaos and Probabilistic Inference";
Foundations of Physics, 27 (1997), 333-362
[Antoniou et al 97a] Antoniou, I., Basios, V.,
Bosco, F.: "Probabilistic Control of Chaos: Chaotic Maps Under Control";
Computers Math. Applic., 34 (1997), 373-389
[Antoniou et al 97b] Antoniou, I., Kouperin, Y.,
Prigogine, I.: "Computational Tools of Complex Systems" (3 Vols);
Special issue of the International Journal of Computers and Mathematics
with Applications, 34/2-4, 34/5-6, 34/7-8 (1997)
[Antoniou et al 99] Antoniou, I., Babloyantz, A.,
Berry, A., Chetverushkin, B., Ioannovich, J., Ivanov, V., Jordan, A., Kocharovsky,
V., Melnikov, Y., Mikhov, V., Nardone, P., Pavlov, B., Prigogine, I., Sadovnichy,
V., Schürmann, B., Suchanecki, Z.: "Computational Tools and Industrial
Applications of Complexity"; Final Report, ESPRIT Project CTIAC 21042,
European Commission DG XIII, Brussels (1999)
[Badii and Politi 97] Badii, R., Politi, A.: "Complexity
- Hierarchical Structures and Scaling in Physics"; Cambridge University
Press, UK (1997)
[Baets 99] Baets, W.: "A Collection of Essays
on Complexity and Management"; World Scientific, Singapore (1999)
[Barnett et al 96] Barnett, W.A., Kirman, A.P.,
Salmon, M.: "Nonlinear Dynamics and Economics"; Cambridge University
Press, UK (1996)
[Bojadziev and Bojadziev 97] Bojadziev, G., Bojadziev,
M.: "Fuzzy Logic for Business, Finance and Management"; World
Scientific, Singapore (1997)
[Brull 92] Brull, S.: "As the Profit Machine
Slows Down, Japan Rethinks the Product Cycle"; International Herald
Tribune, March 26 1992, F-1
[Cairncross 97] Cairncross, F.: "The Death
of Distance"; Harvard Business School Press, Boston (1997)
[Day 94] Day, R.H.: "Complex Economic Dynamics";
Massachusetts Institute of Technology, USA (1994)
[Day and Chen 93] Day, R.H., Chen, P.: "Nonlinear
Dynamics and Evolutionary Economics"; Oxford University Press, New
York (1993)
[de Caluwe 97] de Caluwe, R.: "Fuzzy and
Uncertain Object-Oriented Databases"; World Scientific, Singapore
(1997)
[FCE 93] Fondazione Carlo Erba: "The Future
of Science has Begun. An Approach to Complexity: Opinions on Nine Different
Topics"; Milan (1993)
[Flood and Carson 93] Flood, R.L., Carson, E.R.:
"Dealing with Complexity"; Plenum, New York (1993)
[Giarini and Stahel 89] Giarini, O., Stahel, W.R.:
"The Limits to Certainty"; Kluwer Academic Publishers, Dordrecht
(1989)
[Goldbeter 96] Goldbeter, A.: "Biochemical
Oscillations and Cellular Rhythms"; Cambridge University Press, UK
(1996)
[Haken 83] Haken, H.: "Synergetics, Non-equilibrium
Phase Transitions and Self-Organization in Physics, Chemistry and Biology";
Springer-Verlag, Berlin (1983)
[Handy 98] Handy, C.: "The Age of Unreason";
Harvard Business School Press, Boston (1998)
[Kelly 98] Kelly, K.: "New Rules for the New
Economy"; Fourth Estate, London (1998)
[Lorenz 95] Lorenz, E.: "The Essence of Chaos";
UCL Press, London (1995)
[Mainzer 97] Mainzer, K.: "Thinking in Complexity";
Springer-Verlag, Berlin (1997)
[Mandelbrot 97] Mandelbrot, B.: "Fractals and
Scaling in Finance"; Springer-Verlag, New York (1997)
[Mintzberg 93] Mintzberg, H.: "The Rise and
Fall of Strategic Planning"; The Free Press, New York (1993)
[Nakamura et al 97] Nakamura, E.R., Kudo, K., Yamakawa,
O., Tamagawa, Y.: "Complexity and Diversity"; Springer-Verlag,
Tokyo (1997)
[Novak 98] Novak, M.M.: "Fractals and Beyond";
World Scientific, Singapore (1998)
[Peters 91] Peters, E.E.: "Chaos and Order
in the Capital Markets"; Wiley, New York (1991)
[Peters 94] Peters, T.: "The Tom Peters Seminar";
Vintage Books, New York (1994)
[Prigogine 80] Prigogine, I.: "From Being to
Becoming"; Freeman, New York (1980)
[Prigogine 97] Prigogine, I.: "The End of Certainty";
Free Press, New York (1997)
[Prigogine and Antoniou 99] Prigogine,
I., Antoniou, I.: "Laws of Nature and Time Symmetry Breaking";
Annals New York Acad.Sci., 859 (1999), 8-20
[Prigogine and Herman 71] Prigogine, I., Herman,
R.: "Kinetic Theory of Vehicular Traffic"; Elsevier, New York
(1971)
[Prigogine and Stengers 84] Prigogine, I., Stengers,
I.: "Order out of Chaos - Man's New Dialogue with Nature"; Bantam
Books, Toronto (1984)
[Puu 96] Puu, T.: "Complex Dynamics in Economic
and Social Systems"; Special issue of Chaos, Solitons & Fractals,
7, 12 (1996)
[Refenes 95] Refenes, A-P.: "Neural Networks
in the Capital Markets"; Wiley, Chichester (1995)
[Rhee 99] Rhee, Y.P.: "Towards New Paradigm
of Systems Science"; Seoul National University Press, Korea (1999)
[Ruelle 91] Ruelle, D.: "Chance and Chaos";
Princeton University Press, USA (1991)
[Taylor and Wacker 97] Taylor, J., Wacker, W.: "The
500 Year Delta"; HarperCollins, New York (1997)
[Toffler and Toffler 95] Toffler, A., Toffler, H.:
"Creating a New Civilization"; Turner Publ., Atlanta (1995)
[Ulrich and Probst 84] Ulrich, H., Probst, G.: "Self-organization
and Management of Social Systems"; Springer-Verlag, Berlin (1984)
[Walgraef 97] Walgraef, D.: "Spatio-Temporal
Pattern Formation"; Springer-Verlag, New York (1997)
[Weingartner and Schurz 96] Weingartner, P., Schurz,
G.: "Law and Prediction in the Light of Chaos Research"; Springer-Verlag,
Berlin (1996)
[West 90] West, B.J.: "Fractal Physiology
and Chaos in Medicine"; World Scientific, Singapore (1990)
[Wolf et al 96] Wolf, D.E., Schreckenberg, M.,
Bachem, A.: "Workshop on Traffic and Granular Flow"; World Scientific,
Singapore (1996)
|