This document summarizes key points from the book "Branding Unbound" about how wireless technologies are changing advertising and branding. It discusses emerging technologies like Wi-Fi, Bluetooth, GPS and how they allow more personalized and location-based marketing. It also provides principles for effective mobile branding, noting that ads should be relevant, integrated across channels and leverage wireless capabilities. Marketers are encouraged to focus on building trust through compelling and engaging experiences rather than just pushing ads.
This is Interbrand Design Forum's 5th annual State of the Retail Industry report, which is produced in conjunction with Chain Store Age magazine. Entitled "Think Forward: In a Race with Change" the report discussed how Retail is being hit with a wave
of game-changing technology in the form of more than 9 million smartphones. As the act of shopping undergoes sweeping transformation, we will experience more change in the next five years than
we have in the past forty.
Try to name an industry that is not threatened by tech disruption. Our 2020 vision for consumer, media and technology trends is centred in our belief that the marketplace is increasingly converging around the global tech-giant ecosystems.
Many of the trends that we will comment upon are the ripple effects of the diversification of these platforms away from their original specialism.
The more lines of business the big platforms develop the more complex they become – and the further the ripple effects travel into the economy and society.
Our driving trend for 2020 is entitled ‘Colliding Ecosystems’. It reflects the points made above about the expansion of and ultimately heightened competition between the big tech-platforms.
Carat Trends 2021 - The Year of Emotionally Intelligent Marketingdentsu
In 1970 American writer and futurist Alvin Toffler wrote his best-selling book Future Shock. The book defined the phrase as a certain psychological state of individuals and entire societies brought about by a personal perception of “too much change in too short a period of time”.
2020 has undoubtedly been that year.
The world feels like a very different place to the end of the previous decade. For brands, the volatile times mean a greater need for emotional intelligence; listening and understanding how their consumers feel and helping people navigate the new world through their products, services and actions.
This report considers the digital trends that will emerge in 2013. It explores the most important cross-channel learnings for savvy marketers looking to improve their future communications strategies to deliver more engaging, efficient marketing campaigns that will capture the attention, and the spending power, of consumers tomorrow.
This paper is intended to educate mobile and internet users on the daily threats they face while using their cell phone, emails to communicate and browsing the web.
It contains current statistics on cybercrimes, online dating, web browsing privacy issues and so forth. Analyses case studies and offers solutions to protect your privacy.
Carat has been producing trend reports for several years, to focus our minds on themes for the year ahead.
This year sees a big convergence between content and commerce, messaging and gaming, and ever more creative uses of data, all driven by the speed of connectivity.
This is Interbrand Design Forum's 5th annual State of the Retail Industry report, which is produced in conjunction with Chain Store Age magazine. Entitled "Think Forward: In a Race with Change" the report discussed how Retail is being hit with a wave
of game-changing technology in the form of more than 9 million smartphones. As the act of shopping undergoes sweeping transformation, we will experience more change in the next five years than
we have in the past forty.
Try to name an industry that is not threatened by tech disruption. Our 2020 vision for consumer, media and technology trends is centred in our belief that the marketplace is increasingly converging around the global tech-giant ecosystems.
Many of the trends that we will comment upon are the ripple effects of the diversification of these platforms away from their original specialism.
The more lines of business the big platforms develop the more complex they become – and the further the ripple effects travel into the economy and society.
Our driving trend for 2020 is entitled ‘Colliding Ecosystems’. It reflects the points made above about the expansion of and ultimately heightened competition between the big tech-platforms.
Carat Trends 2021 - The Year of Emotionally Intelligent Marketingdentsu
In 1970 American writer and futurist Alvin Toffler wrote his best-selling book Future Shock. The book defined the phrase as a certain psychological state of individuals and entire societies brought about by a personal perception of “too much change in too short a period of time”.
2020 has undoubtedly been that year.
The world feels like a very different place to the end of the previous decade. For brands, the volatile times mean a greater need for emotional intelligence; listening and understanding how their consumers feel and helping people navigate the new world through their products, services and actions.
This report considers the digital trends that will emerge in 2013. It explores the most important cross-channel learnings for savvy marketers looking to improve their future communications strategies to deliver more engaging, efficient marketing campaigns that will capture the attention, and the spending power, of consumers tomorrow.
This paper is intended to educate mobile and internet users on the daily threats they face while using their cell phone, emails to communicate and browsing the web.
It contains current statistics on cybercrimes, online dating, web browsing privacy issues and so forth. Analyses case studies and offers solutions to protect your privacy.
Carat has been producing trend reports for several years, to focus our minds on themes for the year ahead.
This year sees a big convergence between content and commerce, messaging and gaming, and ever more creative uses of data, all driven by the speed of connectivity.
Today, the word "innovation" is often overused to describe a number of lackluster things and has really become meaningless in a lot of senses. However, we were really floored when we heard that Cannes was hosting its first ever "Innovation Conference" during the 2015 Cannes Lions festival in France. We sent the Labstore team to check out the conference first-hand, and brought back 5 key takeaways we believe represent innovation, framed through the lens of retail. From robots in the retail space, to the rise of RFID technology, we saw some, what we'd call, innovative showcases.
The Flux Paradox - Branding at the Speed of ChangeYoung & Rubicam
Insights on how brands can build loyalty at the speed of change - By Matt Godfrey, President of Y&R Asia.
The erosion of consumer loyalty, or 'The Flux Paradox', is being driven by rapid product innovation. This dwindling brand loyalty, in Asia at least, is borne out by Y&R’s own proprietary research ‘Generation Asia’; a survey conducted by Y&R Advertising and VML, of 34,000 people across 10 countries.
2018 will usher in an evolution of experience. We will see technology that empowers consumers, intelligent systems that will enhance our lives and the definition of reality and the
blending of physical and digital will begin to converge and redefine our world. Our new trend framework focuses on the core behaviors driving technology adoption and engagement. As a data-driven growth engine for clients, our goal is to look at every new technology and trend through a behavioral lens to understand why consumers gravitate to specific technologies and how those technologies establish and amplify new behaviors.
Our new trend framework focuses on the following three core areas:
Empower - Trends that allow consumers to own, create, and democratize experiences.
Enhance - Trends that enhance daily life activities and responsibilities through intelligent
systems and proxies.
Environment - Trends that lead to the frictionless connection between physical and digital experiences, reshaping our environment.
These three behavioral drivers align to provide consumers overall EXPERIENCE.
PN London and a team of experts has been analyzing some of the key themes emerging from this year's SXSW.
For more information, please email Philip Honour on philip.honour@porternovelli.co.uk
Some of this year's exciting trends and cautionary tales from the Interactive Conference at this 2017's SXSW festival. Presented with my Teneo colleagues Mark Wainwright and Tom Cook.
Marketers are starting to use the second screen (smartphones, tablets, PCs) to complement the first screen (TV). While it’s still early days—with tactics so far ranging from basic to innovative—this report highlights the potential here for brands, with examples to illustrate.
This is mandatory reading for marketers, developers, and investors who are interested in the SoLoMo space. I think we’ll look back on The SoLoMo Manifesto as a reference for where social, local, and mobile stood at the start of 2012.”–Mark Evans, Creator of the Geo-Loco and Social-Loco conferences.
In January 2016, a team of J. Walter Thompson Company researchers spent 10 days in Cuba interviewing more than 40 Cubans about their lives, the economy, and opportunities as relations with the United States improve. The result is The Promise of Cuba. Here we offer a free excerpt of the full 78-page report.
Joyce Schwarz, Media Futurist, Speaking EngagementsJoyce Schwarz
Very partial list of some of the speaking engagements by Joyce Schwarz, www.jcombusinessdevelopment.com For more info see that website or follow her on Linkedin and at www.twitter.com/joycecom and www.twitter.com/startup50plus
Today, the word "innovation" is often overused to describe a number of lackluster things and has really become meaningless in a lot of senses. However, we were really floored when we heard that Cannes was hosting its first ever "Innovation Conference" during the 2015 Cannes Lions festival in France. We sent the Labstore team to check out the conference first-hand, and brought back 5 key takeaways we believe represent innovation, framed through the lens of retail. From robots in the retail space, to the rise of RFID technology, we saw some, what we'd call, innovative showcases.
The Flux Paradox - Branding at the Speed of ChangeYoung & Rubicam
Insights on how brands can build loyalty at the speed of change - By Matt Godfrey, President of Y&R Asia.
The erosion of consumer loyalty, or 'The Flux Paradox', is being driven by rapid product innovation. This dwindling brand loyalty, in Asia at least, is borne out by Y&R’s own proprietary research ‘Generation Asia’; a survey conducted by Y&R Advertising and VML, of 34,000 people across 10 countries.
2018 will usher in an evolution of experience. We will see technology that empowers consumers, intelligent systems that will enhance our lives and the definition of reality and the
blending of physical and digital will begin to converge and redefine our world. Our new trend framework focuses on the core behaviors driving technology adoption and engagement. As a data-driven growth engine for clients, our goal is to look at every new technology and trend through a behavioral lens to understand why consumers gravitate to specific technologies and how those technologies establish and amplify new behaviors.
Our new trend framework focuses on the following three core areas:
Empower - Trends that allow consumers to own, create, and democratize experiences.
Enhance - Trends that enhance daily life activities and responsibilities through intelligent
systems and proxies.
Environment - Trends that lead to the frictionless connection between physical and digital experiences, reshaping our environment.
These three behavioral drivers align to provide consumers overall EXPERIENCE.
PN London and a team of experts has been analyzing some of the key themes emerging from this year's SXSW.
For more information, please email Philip Honour on philip.honour@porternovelli.co.uk
Some of this year's exciting trends and cautionary tales from the Interactive Conference at this 2017's SXSW festival. Presented with my Teneo colleagues Mark Wainwright and Tom Cook.
Marketers are starting to use the second screen (smartphones, tablets, PCs) to complement the first screen (TV). While it’s still early days—with tactics so far ranging from basic to innovative—this report highlights the potential here for brands, with examples to illustrate.
This is mandatory reading for marketers, developers, and investors who are interested in the SoLoMo space. I think we’ll look back on The SoLoMo Manifesto as a reference for where social, local, and mobile stood at the start of 2012.”–Mark Evans, Creator of the Geo-Loco and Social-Loco conferences.
In January 2016, a team of J. Walter Thompson Company researchers spent 10 days in Cuba interviewing more than 40 Cubans about their lives, the economy, and opportunities as relations with the United States improve. The result is The Promise of Cuba. Here we offer a free excerpt of the full 78-page report.
Joyce Schwarz, Media Futurist, Speaking EngagementsJoyce Schwarz
Very partial list of some of the speaking engagements by Joyce Schwarz, www.jcombusinessdevelopment.com For more info see that website or follow her on Linkedin and at www.twitter.com/joycecom and www.twitter.com/startup50plus
Integrating social media with mobile, online and other marketing channelsIntelligencia Limited
While the traditional model of blasting messages to customers and potential customers is fading, a new model has emerged. The same customers who are tuning out the formulaic advertising messages of yesterday are now tuning in to their own personal world of social media for product and marketing advice. Being ‘social’ means being available for real-time marketing, real-time customer service and real-time user analytics. The combination of mobile and social media marketing is powerful because it represents an interactive cross-media channel that allows consumers to move instantly from ad placement to point of sale, anytime, anywhere. Together, mobile and social technology are not only transforming how people communicate with each other but also how advertisers and marketers are communicating with them. By mining conversations across multiple social channels, sentiment analysis can help create strategies and engage new customers, while also revealing important insights into a company and its products. This new reality offers a great opportunity to any company willing to step into the world of mobile and social media marketing.
Integrating social media with mobile, online and other marketing channels f...Intelligencia Limited
While the traditional model of blasting messages to customers and potential customers is fading, a new model has emerged. The same customers who are tuning out the formulaic advertising messages of yesterday are now tuning in to their own personal world of social media for product and marketing advice. Being ‘social’ means being available for real-time marketing, real-time customer service and real-time user analytics. The combination of mobile and social media marketing is powerful because it represents an interactive cross-media channel that allows consumers to move instantly from ad placement to point of sale, anytime, anywhere. Together, mobile and social technology are not only transforming how people communicate with each other but also how advertisers and marketers are communicating with them. By mining conversations across multiple social channels, sentiment analysis can help create strategies and engage new customers, while also revealing important insights into a company insights.
The pace of change in advertising and consumer behavior continues to be frantic and to accelerate, so our annual trip to CES in Las Vegas continues to remind us how, in relative terms, hardware changes more slowly than both software and our expectations. In fact, CES in 2016 didn’t show a revolution in electronics and consumer products, but more of an evolution. The products were similar yet faster, thinner, cheaper and above all else, more connected.
This moment feels like the early stages of a new era, a time when all products are becoming cloud connected, touch screens are everywhere, and all media is digital. Yet it’s not quite the Internet of things — it’s the interim of things. We don’t yet have a complete smart home, we have sophisticated homes that sometimes don’t quite work. We have 3D printers without totally compelling use cases, and robotic body parts that don’t quite make a full humanoid.
The companies succeeding are those that are innovating and collaborating to solve real consumer needs, while staying true to a clear brand purpose. From artificial intelligence and cognitive computing, to drone technologies, virtual reality and biometric sensing, to 8k video and 360 surround sound, there are tremendous opportunities on the horizon.
Please read on to view the ten themes that make up this moment in time.
With special thanks to Rori DuBoff, Jez Jowett, Tom Goodwin and the team at Havas Worldwide.
Digital marketing trends: Top consumer trends and new Brand Engagement Rules Ioana Barbu
What makes consumers react and shop today, in a more and more digital world? Here are 5 top trends you need to follow in order to make sure you engage with your audience they way they need and expect you to.
More than ever, meeting the new demands of the user necessitates a clear and decisive rejection of well-established marketing routines. This in turn requires a company culture that is oriented towards the needs and interests of the user in every way – with leadership that is actively shaping the digital change. A major task here is to conceive for the future, constantly developing and refining digital user experiences.
In NEXT Year experts like NEXT programme director Peter Bihr, etailment editor-in-chief Olaf Kolbrück and NEXT chairman Matthias Schrader (CEO of SinnerSchrader) shed a light on innovations and developments that marketing decision makers can deploy to their brand and business strategy.
https://sinnerschrader.com/en/next-year/
An excerpt from a presentation I have been giving to various Digitas teams and clients, these slides walk through 6 emerging media trends that marketers need to be aware of and think about today. There are of course more than 6 trends to watch, but these 6 give marketers some food for thought. Other portions of this presentation (not shared) lay out the social media landscape, the current state of mobile, gaming and personalization, brand content creation and distribution, etc.
This presentation was given at The Trinity Forum in Taipei September 21, 2014. The Trinity Forum is a think tank for Airports, Brands and DutyFree/Travel Retailers hosted by ACI - Airports Council International and The Moodie Report. This presentation gives top line insight on how disruptive technology is changing the experience for travelers and how IBeacons, Smartphones like the Iphone6, wearable technology, mobile payments, applications and Social Media can now be harnessed in more powerful ways.
New FES Credit Restoration Overview 042013Richard Go
See the new version here http://www.slideshare.net/us111472/new-fes-corporateoverview-2015 . http://www.credit-help.us. Credit Restoration is a new business model that helps families restore their credit score to get lower fees in insurance, get and retain job opportunities, get lower mortgage rates, get lower credit card interest rates, and many more. Please visit http://www.credit-help.us for more information. Credit repair company.
See the new version here http://www.slideshare.net/us111472/new-fes-corporateoverview-2015 . http://www.video.credit-help.us. Financial Education Services helps you restore your life. Restore your credit.
Disclaimer. The current floor and cap changes based on the current market competition. Visit http://www.gofinancials.com for the current floor and cap.
See why indexed universal life is the best investment to put your money without being affected by market volatility and economic uncertainty. Visit http://www.gofinancials.com for more eye opening informations / videos.
See why indexed universal life is the best investment to put your money without being affected by market volatility and economic uncertainty. Visit http://www.gofinancialsd.com for more eye opening informations / videos.
See why indexed universal life is the best investment to put your money without being affected by market volatility and economic uncertainty. Visit http://www.gofinancials.com for more eye opening informations / videos.
GridMate - End to end testing is a critical piece to ensure quality and avoid...ThomasParaiso2
End to end testing is a critical piece to ensure quality and avoid regressions. In this session, we share our journey building an E2E testing pipeline for GridMate components (LWC and Aura) using Cypress, JSForce, FakerJS…
Dr. Sean Tan, Head of Data Science, Changi Airport Group
Discover how Changi Airport Group (CAG) leverages graph technologies and generative AI to revolutionize their search capabilities. This session delves into the unique search needs of CAG’s diverse passengers and customers, showcasing how graph data structures enhance the accuracy and relevance of AI-generated search results, mitigating the risk of “hallucinations” and improving the overall customer journey.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Communications Mining Series - Zero to Hero - Session 1DianaGray10
This session provides introduction to UiPath Communication Mining, importance and platform overview. You will acquire a good understand of the phases in Communication Mining as we go over the platform with you. Topics covered:
• Communication Mining Overview
• Why is it important?
• How can it help today’s business and the benefits
• Phases in Communication Mining
• Demo on Platform overview
• Q/A
Sudheer Mechineni, Head of Application Frameworks, Standard Chartered Bank
Discover how Standard Chartered Bank harnessed the power of Neo4j to transform complex data access challenges into a dynamic, scalable graph database solution. This keynote will cover their journey from initial adoption to deploying a fully automated, enterprise-grade causal cluster, highlighting key strategies for modelling organisational changes and ensuring robust disaster recovery. Learn how these innovations have not only enhanced Standard Chartered Bank’s data infrastructure but also positioned them as pioneers in the banking sector’s adoption of graph technology.
Removing Uninteresting Bytes in Software FuzzingAftab Hussain
Imagine a world where software fuzzing, the process of mutating bytes in test seeds to uncover hidden and erroneous program behaviors, becomes faster and more effective. A lot depends on the initial seeds, which can significantly dictate the trajectory of a fuzzing campaign, particularly in terms of how long it takes to uncover interesting behaviour in your code. We introduce DIAR, a technique designed to speedup fuzzing campaigns by pinpointing and eliminating those uninteresting bytes in the seeds. Picture this: instead of wasting valuable resources on meaningless mutations in large, bloated seeds, DIAR removes the unnecessary bytes, streamlining the entire process.
In this work, we equipped AFL, a popular fuzzer, with DIAR and examined two critical Linux libraries -- Libxml's xmllint, a tool for parsing xml documents, and Binutil's readelf, an essential debugging and security analysis command-line tool used to display detailed information about ELF (Executable and Linkable Format). Our preliminary results show that AFL+DIAR does not only discover new paths more quickly but also achieves higher coverage overall. This work thus showcases how starting with lean and optimized seeds can lead to faster, more comprehensive fuzzing campaigns -- and DIAR helps you find such seeds.
- These are slides of the talk given at IEEE International Conference on Software Testing Verification and Validation Workshop, ICSTW 2022.
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
GraphSummit Singapore | The Future of Agility: Supercharging Digital Transfor...Neo4j
Leonard Jayamohan, Partner & Generative AI Lead, Deloitte
This keynote will reveal how Deloitte leverages Neo4j’s graph power for groundbreaking digital twin solutions, achieving a staggering 100x performance boost. Discover the essential role knowledge graphs play in successful generative AI implementations. Plus, get an exclusive look at an innovative Neo4j + Generative AI solution Deloitte is developing in-house.
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...SOFTTECHHUB
The choice of an operating system plays a pivotal role in shaping our computing experience. For decades, Microsoft's Windows has dominated the market, offering a familiar and widely adopted platform for personal and professional use. However, as technological advancements continue to push the boundaries of innovation, alternative operating systems have emerged, challenging the status quo and offering users a fresh perspective on computing.
One such alternative that has garnered significant attention and acclaim is Nitrux Linux 3.5.0, a sleek, powerful, and user-friendly Linux distribution that promises to redefine the way we interact with our devices. With its focus on performance, security, and customization, Nitrux Linux presents a compelling case for those seeking to break free from the constraints of proprietary software and embrace the freedom and flexibility of open-source computing.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...
[Pps] branding unbound
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2. BRANDING UNBOUND The Future Of Advertising, Sales, and the Brand Experience in the Wireless Age AUTHOR: Rick Mathieson PUBLISHER: Amacom Books DATE OF PUBLICATION: 2005 243 pages
3. THE BIG IDEA In the wireless marketing era, your brand can enjoy whole new levels of differentiation and customer recognition, while consumers benefit from on-the-spot convenience and a message individually tailored to their needs. Branding Unbound shows just how to harness the virtually limitless power of this amazing convergence of advanced technology and progressive business strategy to create the truly remarkable experience that will keep customers’ attention and win their loyalty.
4. WHY YOU NEED THIS BOOK This book reveals how your business can emulate some of the most powerful and successful branding strategies in the world.
5. TALKING ‘BOUT A REVOLUTION Wireless. It’s not just for nerds anymore. Here is a cheat sheet: 3G Stands for the “Third Generation” of mobile phone technology. Wi-Fi Stands for “Wireless Fidelity.” An increasingly popular way to connect devices – PCs, printers, TVs – to the Net, and to each other, within a range of up to 300 feet. Hot Spot An area where Wi-Fi service is available so you can wirelessly connect to the Internet; frequently offered in cafes, airports, and hotels.
6. TALKING ‘BOUT A REVOLUTION Mobile-Fi Next-generation technology that extends high-speed wireless access to moving vehicles. Bluetooth With a range of about thirty feet, used to directly connect PCs to mobile phones or printers, and earpieces to phones. WiMax Long-distance Wi-Fi; can blanket areas more than a mile in radius to bring high-speed Internet access to homes and buildings too remote for traditional access.
7. TALKING ‘BOUT A REVOLUTION Ultra-Wideband Connects your favorite toys – PCs, video cameras, stereos, TV sets, TiVo – at speeds 500 times faster than Bluetooth, and fifty times faster than Wi-Fi. GPS The Global Positioning System, a constellation of twenty-four satellites that provide highly accurate data on a device’s location.. RFID Radio Frequency Identification. Small RFID “smart tags” are tiny silicon chips that store data and a miniature antenna that enables the tag to communicate with networks.
8. TALKING ‘BOUT A REVOLUTION ZigBee “ Smart dust” technology that coordinates communications among thousands of tiny sensors, each about the size of a coin. Could one day be used for managing a home, store, or office environment based on the occupants’ preferences, for monitoring the toxicity of drinking water, and for controlling remote diagnostics of home appliances, cars and even humans. Java/Brew Technologies for delivering and displaying content to mobile phones. SMS Stands for Short Message Service; basically e-mail for mobile phones. Synonymous with “texting’ and “text messaging.”
9. TALKING ‘BOUT A REVOLUTION Mobile IM Instant messaging, which offers real-time messaging with buddy lists, is increasingly being extended from the desktop Internet to the mobile world. MMS Multimedia Messaging. The successor of SMS; enables messages with text, pictures, graphics, sounds and video. WAP Wireless Application Protocol; a standard for accessing the Web from mobile devices. A WAP site is a wireless Web site.
10. THE RISE OF mBRANDING What’s emerging is a glimpse at what’s working, what’s not, what’s coming, and what principles will prove most profitable over the near term. # 1 Size Matters The typical display screens on mobile devices are still quite small, occasionally still monochromatic, and, in some cases, text-only – hardly the ideal venue for delivering compelling advertising. # 2 No Pushing Allowed One of the biggest misconceptions about wireless is the idea that we’ll one day walk down the street and be bombarded with digital coupons for a cup of coffee at the nearest Starbucks..
11. THE RISE OF mBRANDING # 3 Integration is the Name of the Game Most experts agree that wireless advertising works best as part of an integrated multimedia campaign that includes any combination of print, outdoor, or broadcast advertising. # 4Entertainment Rocks Many experts agree that the most powerful advertising models are ones that facilitate communication, provide instant gratification, or offer some kind of entertaining diversion. As witnessed, polling and trivia are extremely popular motifs.
12. THE RISE OF mBRANDING # 5 Sponsorships Rule Harkening back to the golden age of television, sponsorships are expected to be a major model for marketers in every medium in coming years, as consumers continue to tune out advertising, and as brands demand alternative advertising opportunities. # 6 It’s Time To Get Personal Over 90 percent of participants in one IDC study on “consumer tolerance of advertising in emerging media” say they’d be very i nterested in advertising if it were based on a presubmitted user profile that ensured ads are relevant to them. Makes sense. There’s no use selling Pampers to empty nesters.
13. THE RISE OF mBRANDING # 7 Location is (Sometimes) Where It’s At While some media, such as television, profit from treating consumers as a single mass, the most tantalizing prospect of mobile advertising is the ability to send marketing messages not just to a specific user, but to a specific user in a specific location – the ultimate in contextual messaging. # 8 The Medium Is (Still) The Message It’s important to start exploring the use of other capabilities inherent in the wireless device. Smart marketers will find ways to integrate wirelessly transmitted communications with these built-in capabilities.
14. THE RISE OF mBRANDING # 9 Think Young – To A Point There is little doubt that consumers younger than twenty five years old are the first ones adopting wireless as much more than just a way to place phone calls. # 10 There’s No Time Like Now Will wireless make or break your marketing plans? Of course not. Will it give you a competitive advantage as a particularly powerful and uniquely personal touch point within your integrated marketing efforts? Absolutely. Like the early days of the wireline Internet, the marketers who master it first will be better positioned as more consumers venture into the mobile medium.
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19. MARKETING 2020 With such insights, Spielberg, Schwartz, McDowell and the rest of the great minds behind Minority Report could qualify as pre-cogs themselves. Indeed, if there’s anything that makes the film especially prescient, it’s the timing. Though the movie was filmed well before September 11 th , its riff on proactively stopping crime before it happens is strangely analogous to the “doctrine of preemption,” our government’s policy to preemptively strike against terrorists.
20. MARKETING 2020 And while the technologies shown in Minority Report may not all find their way into commercial applications anytime soon, the world of ubiquitous computing has already arrived. And society – not to mention marketers – has a responsibility to make decisions about their deployment and use carefully. The power belongs to you. For all the dangers of the wireless age, says McDowell, the debate over the future is what good science fiction is all about.
21. MARKETING 2020 Consumer backlash will no doubt thwart many misuses of the technology, and regrettably, government regulation will be required to stem others. mBranding can be a tremendously powerful way to enhance the way consumers interact with and experience, the brands they know and trust. But that last word – trust – is indeed the operative word. The more we create compelling experiences that earn our customers’ trust and respect, the more success we will find as the wireless age progresses.
22. MARKETING 2020 mBranding is about brands empowering people to enhance the way they live, work, learn and play. It is not the subjugation of consumer interests to meet our own profit goals. The dire predictions made by prognosticators like Spielberg and company – and movies such as Minority Report – are not fait accompli, and they certainly should not frighten us. Instead, they should inspire us to make the right choices for both business and society. In other words, keeping the wireless world safe for both commerce and liberty means we must heed the warnings of the precogs already among us.
23. BusinessSummaries.com is a business book Summaries service. Every week, it sends out to subscribers a 9- to 12-page summary of a best-selling business book chosen from among the hundreds of books printed out in the United States. For more information, please go to http://www.bizsum.com. ABOUT BUSINESSSUMMARIES