chrisgilbey

Archive for the ‘Technology’ Category

Effective Marketing

In Convergence, Technology on January 23, 2011 at 7:30 am
Ray Kurzweil at UP Experience 2008.

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People invariably don’t understand how marketing works. Even marketers don’t understand.

They think that if they buy more spots on TV, make a harder hitting ad, they will sell more product.

They think that if they shout louder, they will get their ideas across more effectively.

The reality is that they marketers are generally like an English-speaking tourist in a foreign country, lost and looking for their hotel, or a restaurant, or a bathroom. The urgency they feel to cut through is compelling. But the fact that they speak a different language doesn’t help. And if they speak louder, or put on a Monty Python German or French accent, it isn’t going to help them communicate with the locals, who think that this foreigner is not just ignorant, but mad as well.

We are all trying to sell or buy something. It helps if you understand and speak the local language.

However, even if you do, you have to find a way to cut through.

I remember my friend Ervin Grinberg telling me that sometimes in the crowded room the way to get through to people is not to shout louder than everyone else, but instead to go up to someone and whisper in their ear….
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Synergistic Technologies And Media

In Technology on December 8, 2010 at 9:16 pm
The ideas of Aristotle and Plato, shown in thi...

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It would be impossible to let the week (or day) go by without making some comment on the Wikileaks saga.

Let’s face it, regardless of anything else the Wikileaks brand is phenomenally strong. The Western nations know this. That is why they are trying to starve the organization of air, by stopping the flow of money to it.

You have to wonder, though. If you could stop an organization that easily, why didn’t the West stop the flow of cash to the terrorists after 9/11? Why didn’t they stop it back when the IRA was blowing up British people in London? Because at some point in the story the logic breaks down and the benefit of clearing all the money took over. In the case of Wikileaks it may be a bit more complicated, but I can foresee some extremely rich philanthropist stepping in somewhere in the mix to provide the funding. Read the rest of this entry »

A Philanthropic Business Model For Digital

In Consumers, Technology on December 6, 2010 at 8:10 am
This is a simple diagram known as a Business O...

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During the lecture series that I ran at UoW during the spring semester 2010, I gave one lecture that seemed to resonate with students more than any other.

This was the one about a new model for content distribution based on Philanthropy. I have now developed my thinking on this somewhat, and have written a paper entitled Rewarding Creativity Through Philanthropy – still in draft form mind you – and still requiring critique and additional thought. I am posting it here to initiate debate and feedback from you.

There is one key premise for this discussion in my opinion. It is that the monetization of digital content of any kind requires multi-party commercial relationships where the minimum number of connections in the commercial network is three and the maximum number is infinite. Its quite possible that two or more of the connections are provided by one party of course. Take Apple and its business model for the iPod, which is possibly the classic exemplar of this concept. Read the rest of this entry »

Browser Fingerprinting

In Technology on December 2, 2010 at 7:33 pm
EFF_logo_notype_black

You can be identified uniquely by your browser. You may have stopped cookies from being enabled, but you can still be identified and targeted.

Panoptica is a research project of the Electronic Frontier Foundation (EFF) that enables you to check whether your browser displays characteristics of uniqueness.

Run the test here.

Do Apps Cannibalize Newspapers?

In Technology on November 15, 2010 at 11:53 am
James Murdoch, who is the son of Rupert Murdoc...

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Apparently James Murdoch thinks that the iPad is a game changer and that it is ok for Apple to get 30% of the revenue from the sales of content from News Corp properties.

The thing that I think that it is difficult for newspaper owners to “get” is the same thing that record company executives find difficulty with: that is that consumers have now become accustomed to getting content free. And they want that to continue. They don’t mind if they pay for it invisibly, as happens with Free To Air, ad driven TV. They don’t mind it with radio that generates ROI in the same way.

What they do mind is the idea of having to make a payment that goes directly to the content owner. Strangely enough this appears to not apply in the case of books. Content owners need to figure out ways to get advertisers to pay, and they need to get the cost of acquisition of the content down into the micro cent range.