Tony Pearson is a Master Inventor and Senior IT Architect for the IBM Storage product line at the
IBM Executive Briefing Center in Tucson Arizona, and featured contributor
to IBM's developerWorks. In 2016, Tony celebrates his 30th year anniversary with IBM Storage. He is
author of the Inside System Storage series of books. This blog is for the open exchange of ideas relating to storage and storage networking hardware, software and services.
(Short URL for this blog: ibm.co/Pearson )
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Chris Anderson, of Wired magazine, wrote a great article called The Long Tail.
This article became a book by the same name published earlier this year, and I just discovered it on a recent visit to Second Life. A lot of IBMers are now alsoSecond Lifers, and I suspect it is just a matter of time before we are conductingour customer briefings there, and getting our year-end bonuses paid directly in Linden bucks.(Those of you not familiar with Second Life can watch this 3-minute video fromthe folks at Text100)
Anyways, the Long Tail describes the new economy of entertainment thanks to digitalstorage. Here are some of the key insights.
In the past, entertainment was all about hits: hit songs, hit movies,hit novels, and this was primarily because of the economic realities restricted byphysical space. Chris writes: "An average movie theater will not show a film unless it can attract at least 1,500 people over a two-week run; that's essentially the rent for a screen. An average record store needs to sell at least two copies of a CD per year to make it worth carrying; that's the rent for a half inch of shelf space."
Things have changed. To drive the point home, Robbie Vann-Adibe (CEO of eCast), poses the trick question"What percentage of the top 10,000 titles in any online media store (Netflix, iTunes, Amazon, or any other) will rent or sell at least once a month?" The answer will surprise you. Write down your guess first, then go read here. His digital jukeboxes are able to play from a list of150,000 songs, not the few hundred you'd find at the Tap Room which is rated as having the best jukebox in Tucson.
The phenomenon is not just limited to music. "Take books," Chris writes, "The average Barnes & Noble carries 130,000 titles. Yet more than half of Amazon's book sales come from outside its top 130,000 titles. Consider the implication: If the Amazon statistics are any guide, the market for books that are not even sold in the average bookstore is larger than the market for those that are..."
This has incredible implications for the storage industry. For one, content providers are going to dig deep into their archives to digitize and deliver "long tail" offerings. If they don't have a deep archive, many will start to build one. Second, the need to search through that large volume of content will become more critical. Classifying and indexing with the appropriate tags and metadata will be an important task.
In his blog, Paul Gillin agrees with Time Magazine's Person of the Year choice of "all of us", those of us who use the World Wide Web to do business or have fun, and to those who contribute to the internet by creating content, such as people who blog or create websites.
So, in continuing my theme this week to recap the best and worst of last year, I list my personal "tech highlights" of 2006.
Programming my Tivo Remotely.
Last September, I realized on a 3-week business trip that I had not programmed my Tivo to record the premieres of each of the new season's television shows. If you miss the first few weeks, it might be difficult to make sense of the rest of the season. Fortunately, I was able to program my Tivo remotely through the internet.
Purchasing TV shows on iTunes
Despite this, I had a repeat episode of "House" record instead of a new episode of
Still unable to make sense of what was going on in the TV show "Heroes", I was able to read the "wiki" which explained all the subtle imagery and background implied.
Using Linux to rescue lost Windows data
My disk drive failed on my laptop, and although I had most of my data backed up with Tivoli Storage Manager prior to my business trip, I had some files that I acquired or updated during the business trip. Thankfully, there are Linux "LiveCD" images that allow you to access your Windows files. You boot these LiveCD images from your CD drive, so there is no installation of Linux on the hard drive itself. If you travel as much as I do, consider bringing along some Linux CDs to get you out of trouble.
Connecting my home entertainment system to my Mac
I now have an 802.1g (54Mb) wireless hub which allows my Tivo to connect wirelessly to the internet to get daily updates, but also allows me to play all my music stored on my Mac through my home entertainment system, and I can also listen to thousands of radio stations through "Live365.com". My favorite station is "Depeche Mode Inspired" which plays songs by Depeche Mode, as well as cover versions by a variety of others.
Learning to Blog
Believe it or not, there is a right way and a wrong way to blog, and this year has been a good learning experience. IBM has a fairly healthy blogging policy, but nonetheless, say the wrong thing and I could be in serious trouble. Fortunately, that hasn't happened, and I am glad to see a fairly open exchange of ideas among the set of bloggers that discuss storage issues.
Building a Snowman in Second Life
I have been a member of Second Life now since November, but it wasn't until I entered a competition to build avirtual snowman last week that the potential of this new interface became obvious to me. There is still lots to learn, but at least now I see value in spending more time and effort learning more about it.
Getting an all-in-one printer/scanner to work with both my Mac and IBM PC
I didn't think it could be done, but here it is, my all-in-one Printer/Scanner works correctly, seemlessly, from both my Windows PC and my Mac Mini, and I have it on my home network so my laptop can use it also, wirelessly!
Using Google Language Tools to translate materials to Portuguese
I speak several languages, enough to order food in restaurants and to get around through various modes of transportation, but translation for a technical audience is more challenging. A class we normally conduct in pure English was taken to Sao Paulo, Brazil, and although most students know some amount of English, we thought it would be good to translate the test questions to Brazillian Portuguese. I took the questions and ran them through a number of translation services websites, and had local IBMers review the results. The winner was Google language tools, which required hardly any edits to the generated text. The class was a big success.
Digital Cameras and CD Burners
As I travelled from Brazil to Bolivia last August, I met a young back-packer who was on her way to Peru, but was staying in La Paz for a few days. We had a great time together, and I was able to transfer the digital photos from my Canon PowerShot digital camera into my laptop and burn her a CD to take with her to Peru.
Painting my Dining Room table
After Halloween, I accidently left my pumpkin jack-o-lantern on my kitchen table as I left for a trip, and when I got back, it had decomposed and left a terrible stain on the wood surface. After sanding the table, I determined that the best course of action was just to paint the surface. I could have just painted it a solid color, or maybe a faux finish with two colors, but instead, chose to copy a famous painting, "Le Cafe" by Alberto Magnelli. I was able to scan this into my computer, resize it, and then project the image onto my table, to then outline the image and paint. I know I would not have been able to do this free-hand.
I am sure there are other triumphs I had throughout the year, but these are the first the come to mind.
I hope everyone enjoyed the French Open in Second Life! Here are some upcoming events:
Rational Software Development Conference comes to Second Life
As part of its commitment to the developer community, IBM is broadening the experience for conference visitors and avatars visiting IBM CODESTATION, in the virtual world of Second Life. During RSDC this year, visitors can view the General Sessions, catch Rational product demonstrations, interact with Rational experts, and learn about the first CODESTATION "Coder's Challenge" kicking off in July.
For Rational Software Development Conference (RSDC) information and registration, running June 10-14:here
Virtual Technical Briefing in Second Life: Web 2.0
Join IBM developerWorks in Second Life for a virtual Web 2.0 Briefing on June 21, 2007 at 12:30 pm EDT/ 9:30 am PDT. During this briefing from IBM developerWorks you'll see presentations on Web 2.0 technologies, a flash demo of associated hot technologies and have a chance to have your questions answered by IBM experts.
In the last two years Web 2.0 has created one of the most remarkable growth surges in Web application history. The transition of consumer Web sites from isolated information silos to sources of shared content and functionality, make the Web a true computing platform serving web applications to end-users. Now it's time to take the lessons learned from that success and see how it can bring value to you and your business.
Based on our success for our April 26 event, we decided to have the next event in September. More details to follow,but we plan to have it open to customers, analysts and business partners. If you are interested in participating, now is a good time to get your avatar in second life up and running. If you need "System Storage", "IBM Business Partner" logo clothing for your avatar, send me a note.
The Harvard Extension School is running a course focused on virtual law with a Second Life component. Rebecca Nesson (’Rebecca Berkman’ in Second Life) is teaching the class. The lectures, which look fascinating, are available to at-large participants on Berkman Island [SLURL: http://slurl.com/secondlife/Berkman/113/70/24].
You can attend the lectures in Second Life on Monday evenings from 8:00-10:00pm EST (5:00-7:00pm SL time). Videos of past lectures are linked on the course’s web site, where you can also find the syllabus, a wiki, and more.
The US version of The Office (which does an excellent job of being almost as funny as the BBC version) is no stranger to life online. It’s fun to spot Kevin, Meredith, Creed, Roy, Pam all on MySpace, and Dwight has a blog. This week they dipped into Second Life. The very same week as CSI:NY; It’s all getting very mainstream.
Of course, the Office’s treatment of SL was as tongue-in-cheek as you’d expect…
Dwight:“Second Life is not a game. It is a Multi User Virtual Environment. It doesn’t have points or scores or winners or losers.”
Jim:“Oh, it has losers.”
Steve Nelson at Clear Ink, the team behind bringing the office into SL for the episode, has [written about the project] and carefully lists the locations and clothing used.
I watched this episode and loved how they were able to blend it in seamlessly without looking out of placeor awkward reference.
Cisco Systems Inc. has been staging virtual meetings between developers and channel partners in Second Life for more than a year, but this invitation was a first for me. So a presentation announcing the winners of a networking technology innovation contest -- inside a Second Life simulation -- seemed like the place to be.
I'm probably an SL noob (for newbie) by most standards, but I've spent enough time there to know most of the ways to move and how to search out islands and events.
In all, I would say the Cisco event sparked my interest in the SL virtual meeting format, but my attention was focused more on making things in SL work smoothly than on the material presented.
I've had some interesting conversations with event-coordinators looking for advice on setting up events in Second Life, so I suspect that is a good sign that this is still growing momentum.
Registration is now open for our next "Meet the Storage Experts" event in Second Life. All IBMers, clients and IBM Business Partners are welcome to attend. We will focus this time on DS3000 and N series disk systems, tape systems,and IBM storage networking gear.
Several of my IBM colleagues will be attending the "Virtual Worlds 2007" conference today and tomorrow. This conference sold out so quickly that they have already scheduled a second one for October. The focus is on 3-D internet technologies likeSecond Life. Attendance is expected at over 600 people.
IBM is investing heavily in this new concept of v-business. Last year, I was one of only 325 IBMers on Second Life. Now, according to this Better than Life blog entry from Grady Booch, IBM Fellow, the number is over 4000!
Of course, the challenge for IBM, and others, is learning to market in virtual worlds. Already, my team is in-world, and we meet several times a week. Using Second Life is quickly becoming an essential business skill, like participating in conference calls, or responding to instant messages.
What does meeting in-world entail?
Scheduling a time and a place
Finding a time that people can meet is no different than scheduling a audio or video conference call. In general, you don't have to worry about travel, but you do have to be actively somewhere connected to everyone else.
Finding a place involves actually determining the island, region and coordinates to hold the meeting. You need to find a place with enough seating. You don't have to worry about daylight, each person can control how much or little sunlight shows up on their screen. You do have to make sure you pick a spot that nobody else plans to use at that same time. Just like scheduling conference rooms at the site or hotel, we have to schedule rooms in advance.
To avoid this hassle, I have created the "pocket conference room". This is a single object that I can "rez" onto the ground, from my inventory, with 40 chairs, a PowerPoint presentation screen, a podium for a speaker to stand behind, and stools for speakers to sit on if they are next on the agenda. Now, I can hold impromptu meetings in any sandbox, grassy knoll, or the roof top of a building.
As with any other meeting, you need some basic ground rules. I am not talking the usual "no shooting, no gambling, no selling" rules that you see everywhere in Second Life. Instead, rules like an avatar must stand up before speaking. Anyone with a question must first "raise their hand" and get recognized by the chair. These ground rules can be as formal as Robert's Rules of Order or more casual, depending on who is participating.
It costs 10 Linden Dollars (L$) per PAGE to upload a PowerPoint presentation. This has the immediate benefit of having everyone spend more time and effort on their presentation, trying to cut down the number of charts, and focus more on what they are going to say.
Public Speaking Skills
It is amazing. People who are too scared to speak in front of an audience in Real Life have no problem having their avatar stand in front of other avatars in Second Life. This has greatly broadened the pool of speakers to tap into.Are you a woman with a husky masculine voice? Are you a man with a high-pitched feminine voice? Now, you can create an avatar that matches your voice.
This turns out to be the biggest challenge. In Real Life, organizing a face-to-face meeting involves time and effort making sure the venue has everything you need, a platform, a podium, good Audio/Video system, etc. All people have to do is show up, sit in a chair and listen.
In Second Life, however, the aspects of venue are all covered, but getting people to show up is another story. People have to sign up for Second Life account, create an avatar, wear appropriate virtual clothing, figure out how to teleport near the venue, walk or fly the difference to get to the exact building and room, master the sitting-in-a-chair and hold-coffee-and-sip-occasionally process, and pay attention.
Perhaps the best part of Second Life is that if you are not paying attention, your avatar noticeably falls asleep, into a hunched-over position, what is called "afk" (short for Away From Keyboard). On the other hand, if you do need to step away from your desk, you can put your avatar in "afk" mode immediately, tell everyone why and perhaps when you'll be back, and then re-activate when you return. This is one of the best improvements over regular audio conference calls.
I suspect the need for having places in Second Life to hold meetings will become more and more in demand.At a time when real-estate sales in the US is slowing down, Coldwell Banker's Second Life efforts are ramping up. I am not making this up. Coldwell Banker is one of the nation's largest real estate brokerage firms. They are trying to bring the same "adult supervision" to virtual real-estate transactions, offering to help people buy and rent properties in Second Life.
Last year, I covered Chris Anderson's book [The Long Tail]. This year, Chris Anderson, editor-in-chief of Wired.com, has an upcoming book titled Free, the past and future of a radical price. Chris talked about his book here at Nokia World 2007 conference, and the [46-minute video] is worth watching.He asks the big question "What if certain resources were free?" This could be electricity, bandwidth, or storage capacity. He explores how this changes the world, and createsopportunities for new business models. However, many people are stuck in a "scarcity" modeland treat nearly-free resources as expensive, and find themselves doing traditional things thatdon't work anymore. Chris mentions [Second Life] as aneconomy where many resources are free, and seeing how people respond to that.Rather than focusing on making money, new businesses are focused on gainingattention and building their reputation. Here are some example business models:
Cross-subsidy: give away the razors, sell the razor blades; or give away cell phones and sell minutes
Ad-Supported: magazines and newspapers sell for less than production costs
Freemium: 99% use the free version, but a handful pay extra for something more
Digital economics: give away digital music to promote concert tours
Free-sample marketing: give away samples to get word-of-mouth advertising
Gift economy: give people an opportunity and platform to contribute like Wikipedia
Nick Carr writes a post [Dominating the Cloud], indicatingthat IBM, Google, Microsoft, Yahoo and Amazon are the five computing giants to watch, as they are more efficient atconverting electricity into computing than anyone else. Last month, I mentioned IBM and Google partnership on cloud computing in my post[Innovationthat matters: cell phones and cloud computing].Nick's upcoming book titled[The Big Switch] looks into "Utility Computing",comparing the change of companies generating their own electricity to using an electric grid, to the recent developments of cloud computing and software as a service (SaaS). Amazon's latest "SimpleDB" online databaseis cited as an example.
Last, but not least, Seth Godin writes in his post [Meatballs and Permeability] about the bits-vs-atoms issue, what Chris Anderson above refers to as the new digital economy. The idea here is that value carried electronically as bits (digital documents, for example) have completely different economics than value carried as atoms (physical objects), andrequires new marketing techniques. Methods from traditional marketing will not be effective in this new age.Here is a [review] of Seth's new book Meatball Sundae: Is Your Marketing Out of Sync?
All three of these books seem to be covering the same phenomenon, just from different viewpoints. I lookforward to reading them.