Smartphone Selling, Significant Small Store Shift

56. Smartphone Selling Significant Small Store Shift - 1610 Edited

Running a coffee shop or a food stand that attracts customers during morning rush hour or during busy shopping times used to be about securing volumes and shop location. Marketing started as a way of creating brand awareness and used to happen when customers saw your shop and then decided to come in and make a purchase. That world is quickly changing however in the era of networked shopping.

Shop owners today can extend their marketing zone from that first visual content to now, when potential new customers show up in proximity of their store. Shops can extend promotions to frequent customers as soon as their location matches a given store. If you are in an unfamiliar area, you can even get navigational assistance to your favorite shop nearby. By extending marketing from the time you see a shop to now where that shop can “see” you nearby, increasing the effectiveness of marketing significantly.

This is especially relevant for city shoppers – aka ‘cityzens’ – who can benefit from receiving superior offerings, relevant to them here and now, from the shops they prefer. Smartphones become the bridge between online marketing and in-store purchases. Daily specials can be considered before determining which shops to visit. This new marketing model is suitable for both food and merchandise shops.

In addition to changing the marketing process, the payment process is being impacted by new innovations. Paying directly with your phone is being introduced on a broad scale. Credit card validation is central today in determining what IS/IT capabilities to deploy. The change in the payment capabilities is a key part of the transition to networked stores. Perhaps the most interesting aspect of this trend is the broad applicability. It is not about luxury goods stores, this is relevant for any shop in the Networked Society.

My predictions for the future of networked shopping are:

– Stores will leverage location technology for marketing to attract ‘cityzens’ nearby before they even see the shop.
– Smartphones will be the device involved in the target marketing process.
– In addition to marketing changes, shops will complement their payment infrastructure to support payments through phones directly.
– The IS/IT capabilities will change to support the new era of “in-line shopping”.

To learn more about In-line shopping, have a look at this report from ConsumerLab

Cloud Collaboration Create Cities’ Competitive Companies

55. Cloud Collaboration Creates Cities Competitive Companies - Edited 1610

Business life in the city has developed around a strong service sector in a variety of enterprise segments. As the global market is reshaping the future of businesses in general, with advanced ecosystems and strong niche players, local city life will also change. So how does and will the cloud, collaboration and connectivity contribute toward creating competitive companies in cities?

The digital or networked economy is thriving on advanced ecosystems, with market makers and contributors all playing key roles. Large global players focus on providing powerful business platforms, to be broadly exploited. Local, niched companies focus on the segment that can be supported over the platform. As we move forward, technology will become essential in a variety of non-tech companies and here cross-company collaborations will be key.

A networked collaboration environment allows the service sector in a city to expand its collaborations beyond companies within or even close to that city. As a city business, you can collaborate with peers in other cities facing the same challenges. You can link up with niche specialists in other cities to address the missing links for your proposition. You can leverage best practices globally from leading niche providers. Last but not least, as a leader in your city, you can expand quickly.

With a complex ecosystem and many niche contributions, you are unlikely to meet many of your business partners in real life. You will instead meet them through networked brainstorming sessions using virtual whiteboards. You will meet them using videoconferencing tools in order to give your partnership a face. With fewer/vaguer borderlines between companies, you will see rapid adoption of video communication/collaboration with integrated project management tools – all enabled and powered by applications in the cloud.

My predictions for the future of cloud collaboration are:
– Cloud-based communication and collaboration will be mission-critical infrastructure for competitive companies in cities.
– Advanced ecosystems and niche players will create the foundation for your company’s expansion of offerings beyond your core skills.
– In addition to niche companies, the collaboration opportunities will open up new opportunities for young “cityzens” to collaborate as individual contributors in early stages of their careers.
– Video and shared whiteboards will move out of conference rooms and become basic tools in any collaboration room/screen.
– The collaboration needs will quickly move beyond rooms to contributors’ personal screens.

Be Bullish! Broadcast Build Ballgame Buzz

 

© Peter Linder 2013 – All rights reserved
© Peter Linder 2013 – All rights reserved

A short while ago we outlined how NASCAR provides fans with an integrated live and multimedia experience. The next big thing is to bring fans of ball sports into a new key event experience environment, where live and multimedia is integrated. The first step is to upgrade venue coverage and capacity and then begin broadcasting video at arenas and venues to new “fansy-phones” – .e.g. phones specifically designed with great sports-viewing capabilities.

Verizon has announced that American football fans will get access to mobile-broadcast services at the SuperBowl in 2014. Baseball fans of the future will demand new “bold parks” allowing them to zoom in on the MLB action from a specific camera during the game. Basketball replays to your palm will fill the commercial breaks with continuous NBA coverage at the arena. Golf fans could follow their favorite PGA players at courses that are by nature very spread out. The live experience for tennis fans too can be taken to all corners of the world as the technology is adopted at ATP events. Last but not least, premium football/soccer experiences will be transformed over the next five years. When you can follow your player on the small screen and the overall action live on the big screen, it is like being your own producer, since you are the one who gets to pick which camera angle to see.

The reality today at most venues is that data capacity is restricted often to SMS/TXT services and Twitter updates. Right now advanced DAS, Wi-Fi and small cell solutions are being introduced to upgrade data capacity. Next, the network demand from video-rich services will call for new Enhanced Multimedia Broadcast Multicast Services (eMBMS) solutions such as the new 4G enabler to complete the experience.

But what’s new here? Ericsson outlined Mobile Broadcast solutions in 2004. Mobile TV was THE topic at Mobile World Congress 2008. Multiple broadcast technologies (e.g. DVB-H, BCMCS MBMS and iMB) have been launched, with limited success.

Two things have changed. Connecting to fans through social media and enhanced live experiences has become a necessity for any major sport with the ambition to attract younger fans in the networked sports society. Next generation “fansy-phones” sporting a screen where you can actually see the ball, can be designed already today. These are two very strong drivers for an integrated live and multimedia experience.

My predictions for the future are:

• Efforts to enhance the user experience at key events will propagate quickly through various sport and arena categories.

• Between 2013 and 2015, Enhanced Multimedia Broadcast Multicast services will enter the market at premium sport venues, starting in North America.

• The introduction of “fansy-Phones” with eMBMS capabilities will target sports fans as the primary user group.

• Sports applications will be the catalyst of the initial network build-outs driving “fansy-phones” on to the market.

• Broadcast innovations beyond sports at venues are interesting add-on applications as the sport market matures, e.g. personal production @ event.

Waikiki Welcome Workation World

Waikiki Workation WeekEvery holiday season sees a population surge at popular beach resorts. In the past this meant throwing out a towel early to get a pool chair, bringing a good book to relax with, and filling in the out-of-office message before leaving work. But hotels are starting to see very different needs emerging around their pools.

Your family might be the kind where all the members go on vacation and enjoy the full benefits of it. Or you might be the kind of family where one of you had to go on a “workation” to be able to get away. Or you might be a single traveler in either category. What you all have in common is that you now put your devices in your pool bag together with your sunscreen and glasses.

E-readers are challenging the pocket paperback as the way to relax with a book. Smartphones with their social media applications are as common as pool towels. Magazines are hanging in there, but are being challenged by tablets and e-readers. Kids play games on tablets. A few workaholics bring their laptops. We used to stay by the pool until we had to eat. Now we stay there until we are out of device juice and have to go and recharge our batteries.

Last year, MIT demonstrated a solar-powered lounge chair that offers a bit of shade and an integrated USB charger, with solar panels on top connected to power outlets in the chair. So which hotel will be first to deploy these or classic pool chairs with USB outlets to offer power by the pool? A drink might not be the only juice we will demand in the future.

My predictions for the future are:

• Devices by the pool are here to stay

• Pool chairs with power outlets will be here within the next two years

• “Workation” might sound awkward, but is a growing user need for hotels to support

• Mobile coverage by the pool and in the room is an important deployment scenario for heterogeneous networks

Powerful Personal Pitching & Putting Production

© Peter Linder 2012 – All Rights Reserved
© Peter Linder 2012 – All Rights Reserved

It is rare that a Masters Golf Tournament features so many Swedes in contention for the final round. And this year there were four: Peter Hanson, Henrik Stenson, Fredrik Jacobson and Bubba Watson. But is this what I enjoyed most about watching this year’s Masters – or was it that I was able to create a truly unique, personalized viewer experience for myself?

This year, for the first time, I was able to view four different channels at once: two featured player groups and two featured parts of the course. I could then choose which screen I wanted to follow, or watch all four screens simultaneously.

Being able to get specific statistics from the dedicated Masters app made the experience complete. Not only did I get access to information about the primary leaderboard, I was also able to receive updates on the progress of the other players I chose to follow. And to me that was really important.

To improve my viewing experience even further, next year I would like to watch the tournament with a more extensive offering of camera angles. This should be possible, given that consumers continue to embrace the shift toward multi-screen and multi-network TV services.

For more than 30 years, innovation has been a part of the production of sports TV. Most significantly, we’ve seen the overlaying of graphics on a live TV signal and the transition to HDTV cameras. And with more and more advanced TVs, tablets and phones, producers will continue to find new ways to hold viewers’ attention – 3DTV, five-channel audio and a range of camera-angle selections are just a few examples.

The multi-platform, multi-screen future is changing the way we interact with our content. Here are some of my predictions about the future of viewing live sports TV:

  1. Users will be given a choice between the main production and the editor’s choice version, while following the game through multiple cameras
  2. Viewers will be able to access additional statistics about the game through a companion screen rather than the main screen
  3. Users will control what appears on the main screen through a tablet that acts as a remote control
  4. The viewing experience will be a blend of the broadcast on the main screen and interactive features on a companion screen
  5. In a few years’ time, golf players will be allowed to have their phones on during tournaments to interact with fans through social media
  6. New business models and advertising options will evolve for the TV experience that we produce ourselves.