The Premise of The Third Wave
The First Wave (1998) was the coming of the Internet and the online migration of society. The Second Wave (2008) was the one-two punch of social media and mobile devices, and the migration of society to smartphones and social networks. And here comes... The Third Wave brings smarter mobile phones and social media, coupled with Artificial Intelligence and the “Internet of Things,” making us more interconnected with our devices than ever before. The first two technological and media “waves of disruption” had profound (i.e., “bad”) effects on the demand for print and the printing industry, and the third means even more to come. But the Third Wave doesn’t have to mean doom for print businesses. The disruption is going to happen—so get ahead of the wave and adapt to the changes that are coming. The Third Wave proposes bold changes to the way today’s and tomorrow’s print businesses are run. Contending with Third Wave effects will involve changes in a print business’ approach to capital, to investment, to employment, to management and ownership, to products and services offered. These changes will allow these printers to be better able to serve the changing marketplace of the not-too-distant future.
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Discussion
By David Murphy on Oct 18, 2017
What a fun, innovative book that creates an immersive, interactive reader experience! The Third Wave is the world's first fully Link-enabled printed book directly connected to the Internet. Using your mobile device with the Link app, you can scan 200+ hyperlinks and access dynamic, current digital content. Answer online surveys or scan the cover and hear these brilliant authors great you. Great job, Joe and Richard!
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By Gordon Pritchard on Oct 18, 2017
It's all good - until it's in the consumer's hands, where it most likely ceases to exist, even when it's identified as existing and is in the hands of the target audience for the technology (as alluded to/stated in the video and the title: "Have You Heard the Cover").