The Emerging Times

Smartphone for Jim

A Smartphone for Jim
-How a construction worker and new data show signs of a mobile tipping point.

I recently celebrated an event in New York's Central Park. As I was taking a quiet, 10-minute break from the event, I decided to sit down on a park bench in the shade—next to Jim, a large construction worker resembling Santa Clause. However, it wasn't Jim's size or jelly belly that caught my attention. There are plenty of entertaining people here in NYC to keep you entertained for hours. Jim was in fact a very normal man. He was actually the foreman of the invisibly loud construction scene behind us that I so natively allowed to fade into the background on my relaxing, shady break. You see, what Jim did that really got my attention was simply that he pulled out a Droid-powered smartphone and 'went to town'.

As an outward, advertising and brand nerd—I felt compelled to survey him:

Me: "Is that a new Droid phone?
Jim: "Yea".
Me: "Why didn't you get an iPhone?"
Jim: "I didn't need all the fancy stuff. I just need it to do xy and z.
And i have Verizon. they're more dependable I hear."
Me (As I pointed at the Google logo on his phone):
"Did you know that your phone was in fact operated by Google."
Jim (looking down at the logo): "Oh.Yea."

Jim's confusion is the result of a common brand problem found in the technology and consumer electronics product category. Complex products made up of many products, parts and technology from many places sometimes create a marketplace of commoditized, no-name shelf products, with the lowest price eventually always winning. Microsoft, Dell, and Intel all know about this problem.

Daily Encounters + Market Data = Observing Movements
My encounter with Jim and the fact that right now, more people are buying Google Droid based phones than iPhones should hopefully convince you that smartphones are in fact ready for everyone. We really live in a time where everyone is connected, or at least can connect from anywhere. Jim was taking a break, he sat down took a picture and connected it to his email which connected it to his wife.

Google's opportunity is taking credit for a part of Jim's life.
How do you take credit for making Jim's shady break better? This is Google's challenge precisely—being able to package up what they offer (technology/service) and sell it on a shelf-ready for a person like Jim to understand. As more and more handsets decide to run Google over Os giants like Windows and Apple, Google is gaining early adoption amongst a larger, less image heavy consumer market (aka. everyone without iPhones). In essence, people like Jim. As demand for a more powerful communication devices grow, Google is in an early position for potential long-term dominance.

The only thing that may possibly stopping this tipping point from truly taking hold and establishing Google as a hand-held operating system leader will be their ability to get everyday people like Jim to even give them credit for it, or even noticing at all. Assuming Apple has it's cult comprised of the latest and greatest tech-seekers, and Windows and Blackberry will cover the business sector, Google's opportunity (as the market is growing right now) is in everyone else, and that's a massive opportunity.


See some of the latest stats, and follow two related discussions on this topic in detail:
http://edition.cnn.com/2010/TECH/05/21/cashmore.iphone.cool/index.html
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=127921

Applications vs. Subscriptions

Applications vs. Subscriptions

Isn't it funny how if we change, or update one simple word it can make a huge difference on how we perceive things? Let's take the two words above: applications and subscriptions as an example.

A subscription is something you pay for. It comes to you every week, and you see it and it's done. An application is something that you pay for, but it does a bit more—it helps you perform the task of accessing the same information, except for one thing—you decide when it comes to you. It's an 'App', and it's all about control.

Why is it that if we take the same ol' stuff and repackage it into another shape, on another medium, and somehow watch it take off. There is something in the buzz word of the week, 'the app'. I think it's all a matter of an emerging consumer perception. "I'll turn you on when I need you", that's how I feel about media today, and my app is the channel I go to to access that thing you'll help me do.

Today, apps mean that you actually do something and subscriptions tend to mean that you are just selling something. It's a fine line. To many of you, this may not make a lot of sense, but give it some thinking and I hope you'll see what I mean.

Apps, or at least the perception of an application really has more potential than most people think. What can your brand 'do'?

Advertising is Stalking Me!

Advertising is Stalking Me!
...but I still don't pay attention.

As consumer media become more and more fragmented across the vast array of media outlets and devices—media planners and digital media specialists are trying to find the latest and greatest way to 'reach' you. Online media today is an effective way for brands to reach qualified consumers with their online advertising. Enter Behavioral media.

As digital media grows past print advertising in the next few years, and a main reason for that change will be metrics and the ability to have an accurate measurement on your media spend.

But what happens when online media follows you?

Behavioral media is nothing new. For any of you whom have never heard of it it can simply be described as a way to 'serve up' online media (web banners, search terms, and advertising in general) based on a consumer's behavior—which sites they visit, which shoes they liked on Banana Republic.com, and even what they write in their emails. It can all be gathered, tracked, analyzed and then stored for media networks to 'read' and then determine which of their advertiser's web banners are most relevant for your given situation that day.

For all of you not in the advertising world...I know what you're thinking—"That is insane!" And to be honest with you, I couldn't agree with you anymore. It's the 'darkside of advertising'. (yes, a noun.)

But when will relevance go too far? When will it become an invasion of privacy? I think the answer is simple—when people actually truly notice.

You know what I think? Really? I think that everyone notices that ads are targeting them. And if they don't, then they don't even pay attention to the ads anyway. Why? I'll leave that up to agency to figure out. But the real reason why is because you tried to trick them. And today, no one likes to be tricked.

People are smarter than you think. And if you're the type of person who say's that "people are dumb", then you really need an update on your consumer awareness. Not to use an overused term, but consumers today, especially online users are very savvy.

Today, people 'tune into' the brands they want to buy or they accept a referral from a brand. Consumer's are the ones who chase the brands—not the other way around. They know already whether your brand delivers a value that they want to be involved with.

That's how it works, so get used to it.

When advertisers start making advertising and messaging decisions based on general consumer behavior and situations, they lose out on the value of a brand. Or more importantly, time spent making better products that people voluntarily choose to seek out and choose to pass along.

Do you agree with me? Want to battle it out? Voice your point of view on this topic.

7 Reasons I Hate Watching TV On Television

7 Reasons I Hate Watching TV On Television

1. When I'm watching TV, I can pause my show but I can't continue watching it on the train ride to work. (mobile portability)

2. TV gives me less access to "other" cool stuff like games and social media. (multi-media/interaction)

3. On TV I rent movies, I don't own them. (ownership of your content)

4. TV DVR menus are slow to load, poorly designed, and slower to navigate than YouTube and Hulu. (interface)

5. The internet knows me better than my TV. TV doesn't suggest other videos I might like. It has no recommendation engine. (innovation)

6. At home, TiVos and DVRs let me save my show. With the internet and my iPod my show's always there from anywhere. (anywhere accessibility)

7. The internet gives me more opportunities to share what I like with more of the people I like. (social environment)

Why do you hate watching TV on television?
Shout them out. Have fun with it. Email them to michaelferrare@gmail.com

Apple's iPad—The Giant iPhone for Your Mom (and maybe you).

Apple's iPad—The Giant iPhone for Your Mom (and maybe you).
I just had to cover this today. Here are the big highlights—not much commentary needed from me.



Apple seems to have understood the pitfalls of the mini laptop boom and they certainly came right out against companies like Verizon, Dell, and essentially every other mini laptop manufacturer—implying that their products are inferior (starting today).

"It's way better than a laptop, way better than a smart phone"...better at browsing the web, email, videos, games, and reading eBooks. "If we're creating something new, it has to be better that these kinds of things" -Steve Jobs in reference to Amazon's Kindle, smart phones, and mini laptops.

• 9.7 inches inch display (approx. same size as kindle)
• 10 Hours of battery life-"great environmental citizen"
• On-screen Typing

Books and Publications can finally evolve.
"We're going to stand on their (Amazon's) shoulders and go a bit further"
     -Steve Jobs in reference to Amazon's Kindle.

• iBooks (sold at the iBook Store)
• Browse iBooks, discover them on the shelf, pick them up, they decide to put it on your own shelf—this
   physical bookshelf environment should really connect with people.
• All the largest publishers in the world (The have content from everyone. Ready to go.)
• iBook store opens up the market to all the publishers big and small (just as the iPhone did for game developers)

 
Print Advertising 2.0?
And finally the thing I'm probably most excited about as an creative person, a marketer, and as an advertiser, is the new found potential it brings to interactive advertising at the publication level.

On The Radar: The Future Kings of Content

The Future Kings of Content

With the near-release of Apple's new Tablet, along with a (rumored) subscription based model/service for publishers and content providers, giants like the Food Network have one of the biggest opportunities out there. Depending on which cable network you ask, the Food Network contributes to nearly 40% of the cable TV unit's revenue annually. Meaning, they are one of the most highly valued networks among cable providers and viewers.

We know that content is king. But do we all really know what that means? In this case more content means more hours of engagement for their viewers. More joy.

So how can content via digital distribution help giants like: ESPN, Bravo, and the Food Network compete in the next decade? Well, it won't be the show formats or the new hosts, instead the opportunity is in how they serve up their content. The way they: organize (interface + interact), distribute (access points + devices) and monetize their content.

More and more entertainment devices are coming into the digital marketplace from companies like Apple, Microsoft, and Amazon. And as a result, major content providers such as Harper Collins, CNN, The New York Times, ESPN, and the Food Network have some monster opportunities going into the next decade—starting right now.

Let's take a quick look at the Food Network. Essentially, they have the opportunity to create an entire search engine of cooking content that spans thousands if not millions of hours of recipes and videos—that's a million hours of cooking joy, and more content than any one person can consume in a lifetime. In the previous decade, the internet offered new opportunities for networks (like the Food Network) to redistribute their content and drive online revenue through banner ads and pre-roll commercials.

However, at the end of the decade (and moving into the next) TiVos and the App Store boom have started to prove that consumers want their content when they want it. And even more, I think that avid viewers can become avid subscribers to content. Yes, I do think that your biggest fans are willing to pay a small premium to get JUST the content they want. And with the success of the app store model, it's proving that consumers are becoming more and more inclined to do so.

The risk for content publishers is primarily based on these key factors:

    1. Is your consumer (really) dedicated to your brand or content?
    2. Can you create a valued, personal experience that takes advantage of the new portable
        "Entertainment Devices" available on the market today?

I think the opportunity can be immediately simple—provide dedicated viewers with an even easier, more direct way to access all of your content. The reciprocal effect will allow you to "touch" your customers and create a better experience with even more value. Another way giants like The Food Network can succeed is (hold your breath) by offering their entire content library as a subscription-based service—a relationship-based service. Can you imagine being able to distribute and monetize your content without a heavy dependency on advertising? Just imagine this for a few seconds...

So how is your network, brand, or publication going to take advantage of this new media?

By understanding where the consumer mindset is shifting and anticipating change, we have the opportunity to guide or even direct change. And as new devices come onto the market everyday, they empower marketers with a huge opportunity to offer better experiences that are directly customized to the consumer. Content and a service that if offered correctly, can be worth something.

On The Radar: Opportunity Rising

Opportunity Rising

Now that we have finally reached the tipping point in digital book sales, many of us will start to realize what this means for the future of books and eBooks.

With Amazon selling more digital books than paper books this Christmas, it proves that consumers want Kindles and soon everyone will pass along the buzz of the digital book movement. This is especially true if there is a huge game-changer in the market ready to take advantage of it all.

Animated graphic novels? The next Harry Potter? Cook books that have videos in them using the latest products?

I can't help but to scream opportunity. The market is becoming wide-spread and I believe that in the end they can benefit both the advertiser, the publisher and yes, even the reader.I predict that the Kindles and other touch-screen book-like digital devices will merge the gap between a book and the benefits of online content.

Before we jump into it, I have two important observations:

    1. We're just adding another screen. Another way to interface content.

    2. Books never liked advertising. A book (previously) had an intrinsic and cultural value of escape and 
    solitude. It was just you, a book, your couch and a cat.

The opportunity here is to not re-use the app store format as another way to access more content, but instead we have the chance to engage readers in a new way. A way that means something and proves that it still belongs on your couch, on the subway, and still provides a unique route of escape.