Archive for ‘Business Ideas and Product Evolution’

October 25th, 2009

Laws of Marketing

I recently finished reading The 22 Immutable Laws of Marketing, a book that I found to be both fascinating and eye-opening. Even though it is quite dated – it’s from 1993, and you can tell! – most of the suggestions are still highly relevant. The twenty-two laws are the laws of:

Leadership, the Category, the Mind, Perception, Focus, Exclusivity, the Ladder, Duality, the Opposite, Division, Perspective, Line Extension, Sacrifice, Attributes, Candor, Singularity, Unpredictability, Success,Failure, Hype, Acceleration, Resources.

Naturally, I won’t be able to cover all of them in this blog entry, but let me go through a couple of examples to highlight the points that really resonated with me.

Let’s take the first two laws, regarding Leadership and the Category, for example. In these two laws, we learn that to truly reach out to your audience and to capture their attention, you need to be the first. It’s not enough to just copy somebody who is already doing a good job, you have to be the first one out there. If you can’t be first, then find a new category within that group to be in. Charles Lindberg was the first person to fly across the Atlantic, but nobody remembers the second person to do so, even though the second person to do it actually did a far better job of it. However, everybody knows the third person – Amelia Earhart – because she was the first woman to fly across the Atlantic.

Another important law is the Law of Duality. You have to set your self up to have an opponent or a reasonable opposite. It may seem strange and counter-intuitive at first, but it doesn’t make sense to market your new drink as “the best drink in the world”. No company in their right mind would want to take a contrary position and market theirs as the worst. Instead, you want to find a feature that one can take an opposite point of and market your drink as, for example, the most sugary drink, the saltiest drink, the most caffinated drink, or something on those lines.

The Law of Line Extension is equally interesting. It tells you, basically, to find one thing to be good at and stick to it. Too many companies have failed because they’ve tried to expand their horizons too wide and tried to do too much. IBM is a perfect example of this, but there are plenty of others. If you have a brand name that’s closely associated with frozen foods, don’t try to expand your business into drinks and plastic utensils. If you really feel there’s a market for these things, use completely different brand names so that people won’t make the connection.

It’s a great book, and definitely one that I would recommend to anybody that is interested in marketing.

On a side note, this blog may experience some slow update times over the next two weeks. I’m flying off to Tunisia tomorrow and will be going straight to South Africa from there. I’ll try to write something from there, but I can’t be sure if I have the time, energy or motivation. We’ll see.

August 21st, 2009

Bringing Twitter to the Next Level

It’s funny how things happen on the Internet. Something that seemed like a revolutionary idea yesterday is commonplace today and old tomorrow. Here’s an example of how this happened to me.

On the 15th of July, I had an idea that I wanted to run by the creaters of various Twitter clients. I posted the thought on Twitter:

Twitter idea!

The idea was, of course, adding location-based information to the Twitter API so that people could look up things happening near them, examine things that have been said in a specific spot and so on. That same night, I wrote the e-mail, and started throwing some ideas back and forth with a few Twitter developers for the next two weeks. Apparently – as always – the idea wasn’t brand new, but Twitter had always rejected it in the past. I sat down to write a blog post that I would also be sending to Twitter. Here’s what I had written:

Twitter is revolutionizing communication between people. It has grown to include and surpass the best of many fields; for many people replacing IRC chats, Facebook statuses and Instant Messaging. We use it to tell people everything; ranging from what we ate for breakfast to important events that mainstream media doesn’t have the ability or local presence to cover.

Still, it’s becoming more and more obvious to many that Twitter is a two-dimensional tool in a three-dimensional world. Any message will tell you, apart from the message itself, who wrote it and when it was written. The missing third dimension that Twitter needs to adopt in order to continue to revolutionize the world in which we live is reliable information about where the message was written.

More and more handheld application platforms are becoming GPS-aware. The iPhone, the Blackberry and the new Palm Pre all boast both Twitter applications and a GPS chip. However, Twitter’s API currently doesn’t allow us to use the enormous potential inherent in this technology.

A location-aware Twitter client – and an API to support it – would be able to tell you far more than the service is able to tell you in today’s paradigm. For example, imagine being at an outdoor concert and wondering what other people are thinking at the moment. Finding out would be as simple as asking your portable Twitter client to “show what other people have twittered within 100 feet of me within the past 60 minutes”. It would encourage interaction and allow new connections to be formed. Imagine doing the same in a convention center in order to find like-minded people to talk to.

Augmented reality is, thanks to location-aware portable devices, now a rapidly growing field of software development. The iPhone 3G S, with its built-in compass and GPS unit, already boasts a number of applications where you can see the distance and direction of – for example – subway stations overlaid on the world. An Augmented Reality “Twitter Layer” would not only be possible with Location-aware Twitter posts, but could be very desirable. For an owner to stand in front of his store and twittering: “This store now has a 40% sale on all home electronics!” could be not only a great source of advertisement but also an entirely new way for small businesses and advertisers to compete with the major companies. The general public twittering messages like: “This place has a free public restroom!” or “Oh, wow, these guys sure know how to serve a steak!” could almost be seen as public service announcements that help other people who find themselves in the area.

This functionality, taken to it’s logical extremes, would allow us to find “hotspots” of activity, and I’m sure that many homepages will show up specifically for tracking these areas. A hypothetical Twitspots.com could, for example, show us that “Right now, an average of 513 posts a minute are being posted in and around Anahaim Convention Center, California” or something similar. People could then drill down to these hotspots to see what is going on there.

Another logical extreme that we must unfortunately consider is the fact that this sort of tracking would allow people to follow a person’s movements, leading to a new form of stalking. One could very easily, using a large enough data set, figure out what times a person leave home to go to work, where he lives, what route he takes to work, where his office is, where he eats lunch, and so on. This is naturally a problem that must be addressed in several ways. For example, sharing GPS coordinates only with people who you follow and who follow you is one option that people should be able to enable. Also, turning GPS coordinates off entirely (per account or per entry) should be another alternative. The right to privacy and anonymity should always be a priority.

I was getting ready to proofread and post this during the weekend. Then, of course, as fate would have it, I read this on the twitter blog:

We’re gearing up to launch a new feature which makes Twitter truly location-aware. A new API will allow developers to add latitude and longitude to any tweet. Folks will need to activate this new feature by choice because it will be off by default and the exact location data won’t be stored for an extended period of time. However, if people do opt-in to sharing location on a tweet-by-tweet basis, compelling context will be added to each burst of information.

Great minds think alike, eh?

July 15th, 2009

A Hint of Things To Come

The iPhone created a mass exodus into a movement that had slowly been gathering momentum. Ever since my early years in the telecommunications business at Ericsson in the late 90:s there was talk about the future of hand held devices. We would have smart phones that would be portable Internet stations, we would be able to communicate in real-time with foreign nations at the same cost as local calls and we would have information literally at our fingertips. What we’re seeing today is a big step towards that very reality; but where are we on the time line? What happens next?

The Past

Palm 4DI still remember the attitude I had in the late 90:s. I had just bought my first Palm Pilot and I felt on top of the world. Now I could store my information about my friends’ telephone numbers, addresses, birthdays and even a calendar of things to do and people to meet. I could even jot down notes and reminders to myself. People were already talking about how the natural evolution of these sorts of devices would be that cell phones would soon have this sort of functionality built into them. I scoffed at the thought, thinking that it would be inefficient and pointless; why would anybody want to combine these two types of devices? While you’re at it, you might as well build a Walkman or a portable CD player into the device, ha ha ha! It would be difficult to upgrade just one of them and the natural development of these devices – faster speeds on the wireless front, more storage on the storage front, faster processing on the processing front – would render these devices obsolete within a year if you try to cram too many features into them. Better to have separate devices but improve the ways that they can talk to each other and share information with each other. This was what I truly believed.

Shortly thereafter, my dreams of pan-device-communication improvement were heard. Bluetooth came and was quickly hailed as the technology that would change everything. Devices would be able to talk to each other wirelessly and exchange information with each other … wirelessly! I still remember the first time somebody sent me a contact from his iPaq to my Ericsson T28 using a Bluetooth connection. It felt like a small revolution taking place in my hand. Since both my phone and my Palm Pilot synced to my computer via handy docking stations, all I needed to do was to connect them both to my computer and click a few buttons and the information would be transferred back and forth and the Palm would be updated! It was amazing!

The Present

iPhone 3GI must admit that my position and attitude has changed somewhat since then. Bluetooth is no longer the godsend people expected it to be. The all-in-one device market is growing and the devices are shrinking. My iPhone today is smaller than my Palm Pilot of ten years ago, but packs ten times the punch in processor power, storage, features and functionality. While I still see some small problems with the “all in one”-package that the iPhone is, it is a definite step in the right direction. With MobileMe allowing people to back up all their information in “the Cloud”; changing your device to a newer iPhone will see all the information copied right over in a few minutes.

The biggest change in my own life when I got myself an iPhone wasn’t the fact that I could play Solitaire on my way to and from work (even though this remains a very large source of joy on otherwise dreary trips). No, the difference came in applications such as Twitter, Facebook, Skype, Brightkite, WordPress and the likes. These are apps that allow me, as an individual, to connect to other individuals all around the world in ways that were previously limited to the times when I would be sitting in front of a computer. In fact, I can now connect to complete strangers based on geographical proximity at the time. Just yesterday, I was on my way home and decided to check if anything was happening on Twitter. Two of the messages that I saw were from a friend that had posted before and after pictures of his quite dramatic haircut. “Huh.” thought I and saved the ‘after’ picture into my picture folder and updated his contact on my phone. When I came home and started working on my MacBook, the contact had already been updated.

While the implications of this may seem small, they actually open up a world of possibilities. Information is becoming less and less bound to certain geographical positions. People are working from home, writing books while travelling, updating their blogs from the subway and chatting with their friends while on airplanes. This entry, which I’ve started working on in front of my computer, was also edited the day after as I sat on the train to work. I will probably proofread it tonight while in the bathtub. I almost exclusively write Twitter messages from my iPhone nowadays since it allows me to post a message when it’s relevant instead of having to remember it for when I’m sitting by a computer. I can update my blog, keep in touch with my friends, check my e-mails or write new ones, check the train schedule, look in on currency conversion tables and almost everything that previously needed me to be sitting in front of a desktop computer.

The Future

Picture Courtesy of 'In Veritas Lux' on Flickr.

Picture Courtesy of 'In Veritas Lux' on Flickr.

What I’ve described is all just the very beginning. Take, for example, the example above of syncing contacts to my phone and connecting to “the Cloud” when I update to a new device. I foresee a future when the information in question will simply be stored in “the Cloud” all the time and the phone simply acts as one of many terminals that retrieves it when it needs to. Like I said, my MacBook Air and my iPhone already share address books and update each other on the fly without any prompting from me when changes are made on one. After all, storage space and bandwidth prices are dropping fast, so there is no reason that everything can’t be stored everywhere. The rapid development of mobile Internet solutions makes it seem almost inevitable that more and more of the actual storage space on the hand held devices (and home computers) will lie in “the Cloud”. I’m guessing we’ll see Apple’s iDisk being added as a feature to their mobile devices over the next few years.

Along with the excitement of being reachable and available at all times, new social conventions are appearing. They’re telling us when – and, more importantly, where – it is socially permissible to check your Twitter feed, write SMS Text messages, post a new blog entry, check your notifications on Facebook and so on. Is it OK to do so during a business meeting? While you’re talking to somebody else in meatspace? How about while in bed, waiting to fall asleep together with your partner?

I believe that these social conventions will become more of an issue before they become less of an issue. There will be conflicts regarding when and where people update Twitter, read news, check the blogosphere or double-check the Wikipedia entry regarding the topic being discussed. There were Facebook-related problems in workplaces not too long ago. Still, I think the first step towards solving this problem will come quite automatically when the devices become so integrated with our every day lives that we feel disconnected from our surroundings when they fail on us. I don’t think we’re too many years away from a world where we can have information scrolling where we can see it 24 hours of the day. Whether this be on a small wrist-mounted computer like we dreamed of in the 80s, a head-mounted display like the picture above or some futuristic and advanced cybernetic implant in your cerebellum remains a question of mere implementation, not a question of the inevitable function we’re moving toward.

When raising your arm to check the latest trends in the blogosphere or checking your inbox becomes as natural a motion as raising your arm to check what time it is, we’re going to be past the first hurdle on the way towards true integration between meatspace and cyberspace. When you see your contact list – like on your IM client – live on the inside of your Head-Mounted Display, with notifications in case you are within x units of distance away from one of your friends (as long as he has privacy/anonymity mode turned off) we will be bridging the gaps between the two spaces. When somebody asks you a question and you can’t be sure if the answer came from your own memory engrams or the equivalent of Wikipedia – then we’ll be fully integrated.

You might look at your iPhone or other handheld application platform and think that it’s far away from the virtual reality people were imagining in the late 90:s. There’s no immersion, no bulky VR-goggles or silly techno-gloves. Still, that’s never what virtual reality was about; the aim was to bridge cyberspace and meatspace; something that the iPhone has done better than any consumer device in the world has done before.

I, for one, cannot wait to see what happens next.