Another apple for Newton

Get your hands, face, and feet in it. The digital is going to abide the same rules as the rest of the world. You'll be able to touch, toss, taste, kick, lick and flick digital things just like you would any other objects. The digital is going physical because until robotic replacements develop independent buying power, it's humans, us, that are using - and paying for - all things digital. And we've spent a better part of 47 million years (since Darwinius masillae) near-perfecting the use of opposable thumbs and in various degrees classifying and defying the laws of the physical world. So we're probably going to prefer abiding the laws of physics for some time to come.

This is good news for the boardrooms and classrooms that move in much less hasted pace than technological developments. And indeed for the rest of us. Because it means that information technology will become much simpler to use - due to admittedly highly complex ways of balancing sensors, processors and software to fit the laws of Newton - and its advantages and opportunities introduced to a variety of new environments. The building industry, education, and healthcare are just a few of less i-tech industries to benefit from very tangible forms of what already has transformed businesses and even industries (think music). We'll soon be tossing 3D images about with realtime renderings of cost and material availability, on site. We'll be learning to spell, build video streams, animate objects, and mix music in much the same way as we play with LEGO. And we'll be hospitalized at home, with remote diagnostics, medication, even mild surgery performed at a - much safer - distance.

That's all very well and visible. The digital is going physical. But the reverse is also true. Most businesses fail to see the relevance in the wreck that the music industry has made of itself in a span of just 10 years by trying to ignore the digital wave. "Things are moving at a much slower pace here", they say. Well, not anymore. With the digital and the physical trading places we'll see a surge in digital business models, in fast investment plans, superbly scaled productions, and explosive demand. All of which will rock all the old Newton'ers with their closed R&D departments, long product life cycles and semi-cartel based BtB view of the world in neatly arranged value chains that have been mapped out in ancient wars long forgotten. We're all in "partnerships" now.

But there's a tapping on the chamber door, and the Poe quote ends "nevermore". The physical is going for digital. Just look at how venture investments are moving from IT into greentech, and from here into all imaginable products, taking with it warp speed change making, an appetite for disruption, and the best of digital business savvy. All product portfolios from existing companies will have to be re-fitted for an active stance on a better world and one that operates much more on the premises of a lit perhaps more than enlightened but indeed a digital world. Wake up Newton, or you'll have Apple landing on your head.