Emerging Technologies You Need to Know
Matching: youtube X
Super Tuesday wasn't that super; sub-prime confessions continue to spiral the market; and Brett Favre retires! Does anyone really want to hear about the enterprise value of the Internet's blooming capabilities?!As we round the corner into spring weather, it might be useful to recall a few of the primary changes brought about by this current generation of web technologies,aka Web 2.0:1. no longer dozens of markets comprised of millions of customers, but millions of markets comprised of perhaps only dozens of customers - think Long Tail or the permanentchanges in media distribution (film, music, tv, advertising).2. the Apple Store is more like the branch bank of the future than is the current drive-up window.Customers want to affiliate with like-minded people where their particular needs can beaddressed. The better news is that given the tools, customers will form these communities themselves.3. Knowledge is no longer power because everybody knows - or at least has access to knowing.This is the highest peak for management to climb. Instead of singularly figuring-out how to deploy Web 2.0 tools e.g. the proper level of privacy, we should ask our employees, customers, partners what they think (and know) will work best. Management has to bound the chaos, not provide the answers.4. Mobility and Video are exploding right before our eyes similar to the marriage of computersand spreadsheets in the mid 1980s which launched the PC revolution. Consider Google's (owner of You Tube) Android program and yesterday's Apple - Kleiner Perkins announcement to fund enterprise applications for the iPhone. BTW, Steve Jobs is the largest shareholder of Disney Corp. Wait 'n see may be ok; and it's not too soon for incubating a promotion strategy on mobile devices.One thing is for certain, tomorrow's Duke vs UNC game will be a good one and that game tips-offthe welcomed respite of March Madness. Go Carolina!
I spoke with MBA students at a prominent New England business school in early October. Impressive was their understanding
and interest in Internet technologies to achieve both business and social objectives. They seemed to care a little less
about employers offering titles and briefing binders and a lot more about how to find employers who want to use
Web 2.0 to change the relationships between the enterprise and it customers.
Closer to home, I observed the ever-increasing popularity and capability of on-line video. My youngest son, age 11,
prepared for his first middle school dance by watching an instructional YouTube video by Soulja Boy Tell Em!
(kind of like American Bandstand on demand). Same approach for preparing for a Show 'n Tell at school: he learned
a couple of magic tricks off of YouTube and then turned on his Mac computer's camera to record himself practicing
The ANA, Association of National Advertisers, met last week. Largest attendance of CMOs in the 97 year history of
the conference. Their concerns are how to keep up with consumers as we continue to decentralize our sources of
personally relevant information (the notion that marketing has evolved from 'dozens of markets & millions of participants'
to 'millions of markets with dozens of participants'). What inhibits CMOs from taking better advantage of Web 2.0:
- less than 24% consider their organizations to be digitally savvy (needed talent hard to find)
- 51% cite lack of organization support as a barrier to the use of new media
- 80% say that consumer insights (customer communities) are more important today than they were 5 years ago
Related Booz Allen Report available: http://www.boozallen.com/media/file/HD_Marketing_2010.pdf
So much is happening in this amazing world of Web 2.0 that I do not have space to discuss Virgin Airlines's foray
into the peer-to-peer financial arena (majority stake in Circle Lending) or talk about the potential of the just
announced partnership of Skype (owned by eBay) and MySpace (sister company of Dow Jones).
As we think about 2008, we might agree that the conversation about Web 2.0 evolved in 2007 from
'What is it?' to 'How do I get started?' I am confident that there is talent eager to help us; inexpensive and simple
examples to guide us; and compelling business reasons to act sooner rather than later. cperrien
Been around for about 15 months in an eight part series.
Clever and my tip to get the week started. On a serious note, the pace of video adoption is picking up. Good
news for storage vendors, I suppose, and better news for those seeking lower-cost, good enough ways of
getting their messages to their audiences. My eleven year old launched his video instant messaging system
over the weekend (iMac) and is enamored this capability to see himself on 'tv.' 'Appearing larger than you
are' is one benefit of YouTube-like capabilities. To me, adoption at this stage is more a matter of thinking
differently than it is about technical capabilities. At any rate, you'll get a couple of good laughs out of Darth
Vader (Chad) in the grocery store. christopher perrien
JohnFeller 110000RUW6 Tags:  ibm web2.0 mashups searchengines communitybuilding apple iphone mobiledevices youtube google 2,721 Views
1. Mobile Search with related advertising opportunities remains the investment rage amongst Google, Yahoo,
and Microsoft. Apple's iPhone campaign fueling this fire (stock up 80% since announcement in Feb. 2007).
2. How to get started, not Why is the theme of the customer discussion. A shift from the spring due to notable
F500 investments such as News Corp acquisition of Dow Jones (parent of the Wall Street Journal) and Microsoft
offering $300mm for just 5% of Facebook. Agreement that there is something to this notion of Community Building
or Social Networking. Starting inside the enterprise to harness collective wisdom of employees, with a goal
of improved innovation, is compelling. Existing business processes and right mix of staff are inhibitors to taking
advantage. Is the benefit in early adoption or fast-following?!
3. Not much of a wow factor in related tools: blogs, wikis, feeds etc as judged to be the basics but not project justifiers.
4. Positive reception to IBM's own related experiences: Jams, Think Place, Technology Adoption Program, and
quantity of internal blogs, wikis etc. A concerted offering would be valued by marketplace.
5. Mash-ups of enterprise data could be a big winner; need cohabitation story with portal capabilities.
6. Appear Bigger than You Are via Web 2.0 (YouTube, Community Building) is an attraction to mid-market customers.
7. Mid-sized firms attracted, increasingly so, to hosted apps by likes of Google (e.g. Google Pack, NetBooks)
8. Web 2.0, as the friendly face of service-enabled architectures (SOA), is not yet obvious to customers and to sellers.
Remains a tough, internal sell from IT to its business sponsors.
9. Information Security is top of mind, well beyond a traditional IT control point: 'If I move outside of enterprise
with Web 2.0, how would I handle InfoSec and legal hurdles?'
10. Not much Web 2.0 budget in '07 and being budgeted for TBD projects in '08.
Part 1. I try to side step the furor about the 2008 Presidential campaign until at least 2008. I noted the recent Democratic debate hosted by CNN where questions were posed in YouTube format. To my amusement and amazement, one candidate discussed a question on global warming posed by an animated snowman, the now famous Billiam. I watch this 18 second video (Mr. Kucinich's reply is available on YouTube as well) and do not know whether the politics has completely gone mad or if I am witnessing a key moment in the democratic process. I am sure of a couple of things: this video is funny and that Harry Truman never envisioned such an event.
Read more about Biliam and his Minnesota (where else?!) creators in the July 31, 2007 front page of the Wall Street Journal.
Part 2. Several articles this week about streaming video on the Internet to the extent that BET (Black Educational Television) is taking some programs off the broadcast network and showing them only on the Internet. We'll see more of this from the likes of ReelTime, Joost, Limelight Networks, Brightcove, and Netflix.
As one who has access to 100 channels of cable and nearly nothing to watch of interest to me, I welcome more choice. For the corporation, the explosion of video access at lower cost offers great opportunity for enterprise training and education. New York Times August 6, 2007 page C1 for more.