{"id":14276,"date":"2017-04-23T06:21:00","date_gmt":"2017-04-23T06:21:00","guid":{"rendered":"http:\/\/atif.unaldi.org\/blog\/?p=14276"},"modified":"2017-04-23T06:21:00","modified_gmt":"2017-04-23T06:21:00","slug":"dijital-donusum-neler-oluyor","status":"publish","type":"post","link":"https:\/\/atif.unaldi.org\/blog\/2017\/04\/23\/dijital-donusum-neler-oluyor\/","title":{"rendered":"Dijital d\u00f6n\u00fc\u015f\u00fcm, neler oluyor?"},"content":{"rendered":"<p class=\"p1\"><a href=\"https:\/\/atifunaldi.files.wordpress.com\/2017\/04\/img_4647.png\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/atifunaldi.files.wordpress.com\/2017\/04\/img_4647.png\" alt=\"\" width=\"1125\" height=\"2001\" class=\"alignnone size-full wp-image-14280\"><\/a>Hafta sonu bir dan\u0131\u015fan\u0131m\u0131n dijital d\u00f6n\u00fc\u015f\u00fcm workshop\u2019\u0131nda dijital d\u00f6n\u00fc\u015f\u00fcm konu\u015fmas\u0131 yapmak i\u00e7in \u015eile civarlar\u0131ndayd\u0131m. Son \u00fc\u00e7 y\u0131ld\u0131r gitti\u011fimiz otelin art\u0131k bir d\u00f6n\u00fc\u015f\u00fcm\u00fcn i\u00e7ine girdi\u011fini g\u00f6rd\u00fcm. Bunun sebebi yak\u0131nlar\u0131ndaki in\u015faatlard\u0131. Bu in\u015faatlar her ne kadar yak\u0131nlar\u0131m\u0131zda olmas\u0131n\u0131 istemesek de hayat\u0131m\u0131z\u0131n bir par\u00e7as\u0131. T\u0131pk\u0131 konvansiyonel i\u015f yap\u0131\u015f \u015fekillerini benimsemiz ve burada bir denge tutturmu\u015f \u015firketlerin ba\u015f\u0131na gelen dijital d\u00f6n\u00fc\u015f\u00fcm gibi.<\/p>\n<p class=\"p1\"><strong><span class=\"s1\">Televizyon Sekt\u00f6r\u00fc<\/span><\/strong><\/p>\n<p class=\"p1\"><span class=\"s1\">Dijital d\u00f6n\u00fc\u015f\u00fcm konu\u015fmam\u0131n belirli bir k\u0131sm\u0131n\u0131 iptv derne\u011fi ba\u015fkan\u0131 olarak, internet televizyonculu\u011funa ve etki alan\u0131na ay\u0131rd\u0131m. IPTV derne\u011fini ilk kurdu\u011fumuz zaman Do\u011fan TV Holding\u2019de D-Smart projesini y\u00fcr\u00fct\u00fcyordum. O zaman iptv ve her ne kadar ismi konulmam\u0131\u015f olsa da ott tv\u2019inin<span class=\"Apple-converted-space\">&nbsp; <\/span>(halk aras\u0131ndaki ismi ile Netflix\u2019in) gelece\u011fini hissetmi\u015ftik. Y\u00f6netimi bu konuda uyarmaya kalkt\u0131\u011f\u0131mda genel yakla\u015f\u0131m\u0131n bu tip riskli mecralarda olu\u015fumlardan ba\u015far\u0131l\u0131 olana daha sonra yat\u0131r\u0131m yapmak oldu\u011funu g\u00f6rd\u00fcm. <\/span><\/p>\n<p class=\"p1\"><strong><span class=\"s1\">Dijital d\u00f6n\u00fc\u015f\u00fcm nerede ba\u015flar nerede ger\u00e7ekle\u015fir<\/span><\/strong><\/p>\n<p class=\"p1\"><span class=\"s1\">Tam buras\u0131 dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn 6 ad\u0131m\u0131n\u0131 anlaman\u0131n en \u00f6nemli an\u0131yd\u0131. Dijital d\u00f6n\u00fc\u015f\u00fcm\u2019e istedi\u011finiz alandan ba\u015flayabilirsiniz. Bu \u015firket dinamiklerine kalm\u0131\u015f. Ancak dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn son noktas\u0131 etraf\u0131n\u0131zda dijital d\u00f6n\u00fc\u015f\u00fcmden kaynakl\u0131 tahmin edemedi\u011finiz tehditleri \u00f6nceden sezip gere\u011fini yapmakt\u0131r. Google harita program\u0131na navigasyonu ekleyece\u011fini a\u00e7\u0131klad\u0131\u011f\u0131 g\u00fcn Garmin, Tomtom gibi bu sekt\u00f6r\u00fcn en bilinen markalar\u0131n\u0131n hisse senetleri neredeyse \u00e7ak\u0131ld\u0131. Dijital d\u00f6n\u00fc\u015f\u00fcmde tehditin nereden gelece\u011fini anlamak neredeyse imkans\u0131zd\u0131r. Ancak i\u015fte bu noktada IBM, GE gibi b\u00fcy\u00fck yap\u0131lara bakt\u0131\u011f\u0131n\u0131zda bu riski ortadan kald\u0131rmak i\u00e7in yat\u0131r\u0131m \u015firketleri arac\u0131l\u0131\u011f\u0131 ile tehdit riski alt\u0131ndaki alanlar\u0131 ara\u015ft\u0131r\u0131p, \u015firketlere yat\u0131r\u0131m yapt\u0131klar\u0131n\u0131 g\u00f6r\u00fcyorsunuz. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Yat\u0131r\u0131m \u015firketi kurup, tehdit alanlar\u0131ndaki \u015firketlere yat\u0131r\u0131m yapmak dijital d\u00f6n\u00fc\u015f\u00fcmde gelinen son noktad\u0131r. B\u00fcy\u00fck \u015firketlerin hemen hepsi bunu yapmaktad\u0131r. Yoksa bitcoin, yapay organ \u00fcretimi ve 3D printing gibi alanlar nereden sermaye bulacaklar. <\/span><\/p>\n<p class=\"p1\"><strong><span class=\"s1\">Ger\u00e7ekten tehdidin nereden gelece\u011fi belli de\u011fil mi?<\/span><\/strong><\/p>\n<p class=\"p1\"><span class=\"s1\">Venture Capital arac\u0131l\u0131\u011f\u0131 ile geli\u015fen sekt\u00f6r\u00fc radar gibi taray\u0131p, tehditleri \u00f6ng\u00f6ren yap\u0131lar\u0131n bile yan\u0131ld\u0131klar\u0131n\u0131 g\u00f6rebiliyoruz. Mesela pazar bitcon\u2019in nerede kullan\u0131laca\u011f\u0131n\u0131 daha kafas\u0131nda oturtamam\u0131\u015ft\u0131r. Ancak bankac\u0131l\u0131k sekt\u00f6r\u00fcne fintech\u2019in bir tehdit olaca\u011f\u0131 kesindir. T\u0131pk\u0131 dizileri ile \u00fcnl\u00fc Netflix\u2019in ve TV kanallar\u0131n\u0131 platformuna katan Youtube\u2019\u00fcn Digiturk ve Dsmart gibi dijital platformlara rakip olaca\u011f\u0131 gibi. \u00dcstelik bunu g\u00f6rmek i\u00e7in falc\u0131 olmaya gerek yok. ESPN\u2019in nas\u0131l s\u0131k\u0131\u015ft\u0131\u011f\u0131n\u0131, dijital platform sporla kalk\u0131n\u0131r ezberinin nas\u0131l y\u0131k\u0131ld\u0131\u011f\u0131n\u0131 g\u00f6rmek i\u00e7in bir iki haber okumak yeterli. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Ancak malum g\u00f6rmemezlikten gelmek konvansiyonel mecralar\u0131n genel gelene\u011fi. D\u00fcnyada neredeyse yaz\u0131l\u0131m sekt\u00f6r\u00fcnde bile sat\u0131n al\u0131m yerine servis bazl\u0131 toplu kiralama servisleri ya\u011fmur gibi ya\u011farken Tivibu, Turkcell Plus TV\u2019nin filmleri ayl\u0131k \u00fcyelikle istedi\u011fin kadar seyret yap\u0131s\u0131na bir t\u00fcrl\u00fc ge\u00e7iremedi\u011fini, hala 3 g\u00fcnl\u00fck kiralamadan ba\u015fka bir pazarlama y\u00f6ntemi olu\u015fturamad\u0131\u011f\u0131n\u0131 g\u00f6r\u00fcyoruz. <\/span><\/p>\n<p class=\"p1\"><strong><span class=\"s1\">Dijital d\u00f6n\u00fc\u015f\u00fcm para kazanma \u015fekillerini bile de\u011fi\u015ftiriyor<\/span><\/strong><\/p>\n<p class=\"p1\"><span class=\"s1\">Son d\u00f6nemde 3 gen\u00e7 youtuber\u2019\u0131n oynad\u0131\u011f\u0131 bir reklam\u0131 seyrettim. \u0130\u00e7lerinden sadece birini, o da yay\u0131n konu\u011fu olarak yay\u0131na gelmemek gibi bir ilkesizli\u011fi yapt\u0131\u011f\u0131 i\u00e7in tan\u0131yorum. Yani pek de iyi hislerim yok, onun nezdinde b\u00fct\u00fcn bu yeni nesil fenomenlerine. Ancak her birinin aktif milyonlarca takip\u00e7isi oldu\u011funu da biliyorum. \u015ea\u015fk\u0131n\u0131m ama dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn fenomen olma \u015feklini ve fenomenleri nas\u0131l de\u011fi\u015ftirdi\u011fini \u00e7ok net \u015fekilde g\u00f6rebiliyorum. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Hep \u00e7ok iyi bir \u00f6rnek olarak veririm, alan\u0131nda d\u00fcnyan\u0131n en iyi 5 \u00fcreticisi aras\u0131nda bulunan bir dan\u0131\u015fan\u0131m, sekt\u00f6r\u00fcndeki dijital y\u0131k\u0131m\u0131 g\u00f6rd\u00fc\u011f\u00fc i\u00e7in, bana s\u0131rf yeni ne \u00fcretebiliriz diye bir rapor haz\u0131rlatt\u0131. \u0130ki ay s\u00fcren ara\u015ft\u0131rman\u0131n sonu\u00e7lar\u0131n\u0131 ise kalk\u0131nma planlar\u0131na ald\u0131lar. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Bir ba\u015fka \u00f6rnek de yeni \u00e7\u0131kan teknolojiler alan\u0131nda. Bir\u00e7ok \u015firket bitcoin, 3 boyutlu yaz\u0131c\u0131lar ile organ \u00fcretimi gibi alanlarda \u00e7al\u0131\u015f\u0131rken, talebin nereden gelece\u011fini \u00e7\u0131karmak da zorlan\u0131yor. Daha ge\u00e7enlerde 3 boyutlu yaz\u0131c\u0131larla \u00fcretilen derilerin, deri mont \u00fcretiminde kullan\u0131lmas\u0131 bir\u00e7ok yerde konu oldu. Pita\u2019n\u0131n ve veganlar\u0131n bu geli\u015fmeden memnun olaca\u011f\u0131 san\u0131l\u0131yor. Tabii bir di\u011fer konu da ara teknolojiler. Mesela ses tan\u0131ma sistemlerinin ba\u015far\u0131s\u0131zl\u0131\u011f\u0131n\u0131 hepimiz biliyor, g\u00f6r\u00fcyoruz. San\u0131yorum art\u0131k bu teknolojinin rafa kald\u0131r\u0131l\u0131p yerine beyinle direkt ileti\u015fim kuran aray\u00fczlerin \u00fcretilme zaman\u0131 geldi. <\/span><\/p>\n<p class=\"p1\"><strong><span class=\"s1\">Dijital d\u00f6n\u00fc\u015f\u00fcm nerede ba\u015flar nerede biter?<\/span><\/strong><\/p>\n<p class=\"p1\"><span class=\"s1\">\u0130\u015fte as\u0131l soru san\u0131yorum bu. T\u00fcrkiye\u2019de dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn bayra\u011f\u0131n\u0131 ta\u015f\u0131yan \u015firketler kendilerini dijital olarak \u00f6n\u00fc\u015fm\u00fc\u015f bile hissetmiyor. O y\u00fczden dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn nereden ba\u015flayaca\u011f\u0131 kurum k\u00fclt\u00fcr\u00fcne nerede bitece\u011fi ise kurumun enerjisine ba\u011fl\u0131.&nbsp;<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hafta sonu bir dan\u0131\u015fan\u0131m\u0131n dijital d\u00f6n\u00fc\u015f\u00fcm workshop\u2019\u0131nda dijital d\u00f6n\u00fc\u015f\u00fcm konu\u015fmas\u0131 yapmak i\u00e7in \u015eile civarlar\u0131ndayd\u0131m. Son \u00fc\u00e7 y\u0131ld\u0131r gitti\u011fimiz otelin art\u0131k bir d\u00f6n\u00fc\u015f\u00fcm\u00fcn i\u00e7ine girdi\u011fini g\u00f6rd\u00fcm. Bunun sebebi yak\u0131nlar\u0131ndaki in\u015faatlard\u0131. Bu in\u015faatlar her ne kadar yak\u0131nlar\u0131m\u0131zda&#8230;<\/p>\n","protected":false},"author":2,"featured_media":14172,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-14276","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blogum"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Dijital d\u00f6n\u00fc\u015f\u00fcm, neler oluyor? - At\u0131f \u00dcnald\u0131 | Yaz\u0131lar ve Yay\u0131n Ar\u015fivi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/atif.unaldi.org\/blog\/2017\/04\/23\/dijital-donusum-neler-oluyor\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dijital d\u00f6n\u00fc\u015f\u00fcm, neler oluyor? - At\u0131f \u00dcnald\u0131 | Yaz\u0131lar ve Yay\u0131n Ar\u015fivi\" \/>\n<meta property=\"og:description\" content=\"Hafta sonu bir dan\u0131\u015fan\u0131m\u0131n dijital d\u00f6n\u00fc\u015f\u00fcm workshop\u2019\u0131nda dijital d\u00f6n\u00fc\u015f\u00fcm konu\u015fmas\u0131 yapmak i\u00e7in \u015eile civarlar\u0131ndayd\u0131m. 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