August
14, 2006
Copyright Mediaware Infotech Pvt. Ltd. |
Two
interesting observations this week: one signals the first step towards
changing the way today's youth communicates in the near future. The
second is the interesting concept of private online networks, in a
world which seems to be getting swamped by public social network sites!
Sony's Handheld Wireless Device
Sony's Mylo resembles Sony PSP gaming system with an additional sliding
keyboard and looks like another PDA cum phone. But when examined closely,
one thing is immediately obvious - Mylo is not designed to connect
to any cellular phone service!
Mylo instead is designed to access the Internet via both private &
public Wi-Fi networks (hotspots) - making it a "Wi-Fi communicator
with built-in Skype phone".
Targetting today's messaging (late teens, early twenties) crowd, Mylo's
primary offering is broadband connectivity through any Wi-Fi connection.
Along with voice telephony via built in web-phone Skype software.
And messages via Instant Messengers. Not to mention, web based email.
(Of course, it can also store music & pictures.)
Somehow, Mylo does seem to fall in line with recent developments in
the wireless world - where operators like Sprint-Nextel (U.S.A.) and
Pixel (U.K.) are opting for WiMax technology (a scaled up version
of Wi-Fi) over conventional cellular technologies for their new wireless
networks.
But of course, there are problems. Wi-Fi networks are not exactly
mushrooming worldwide! (Although they are growing at a steady.) And
there are serious concerns of lack of security across open Wi-Finetworks.
What this means is that Mylo will not be able to replace cell phones
immediately. Which in turn means that till such time, Mylo will become
an extra gadget, to be carried in addition to a cellphone. This is
likely to affect its sales
Age of Entertainment
Quite in keeping with the current generation's focus on entertainment
Sony has positioned the Mylo as a personal communicator which puts
the "fun parts of a PC in the palm of your hand". In other
words, you can stay online without having to carry a PC and without
paying cellular operators padded-up charges for texting & IM.
As long as you're near a Wi-Fi hotspot, that is!
Closed Social Networks
Much (or is that too much?) has been mentioned about the growing popularity
of online social networks. With News Corp owned MySpace.com ready
to cross 10 million hits per month, online social networks are hot.
Such open social networks are busy nurturing their sizable, youthful
audiences, in preparation for the big advertisers. (MySpace.com has
already signed up with Google for a search-based deal which should
bring in millions of dollars!)
However, there is a parallel movement which has been developing rather
silently. Starting with a few marketers, these private, closed online
networks offer marketers a chance to create & maintain invitation-only
communities for product testing, feedback & sampling. Community
members may be selected from the most loyal customers. Or the most
unhappy. Or even non-customers. Or a mix. All depending on the objective
of each exercise!
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Communispace
U.S.
based Communispace offers marketers a ready platform
to assemble controlled groups of 400 to 1,000 people
- to communicate with different audiences, targeted
in any way.
Target communities created
could range from brand-loyal consumers or non-customers
or even a mix. And exercises could range from a company
asking (its loyal consumer group) whether its new brand
name was insensitive to certain ethnic groups. Or helping
a food co. to prepare a list of "diet foods".
Unlike MySpace, these online
networks are closed - Web surfers cannot visit the "communities"
hosted by Communispace. Neither is any marketer allowed
to publish an ad on any of the web pages. Communispace
obviously charges corporates a significant annual fee
to create their own spaces, which will be accessible
only to those community members that they invite.
Note that Communispace
manages over 200 communities for companies like Unilever,
Reebok, Kraft, Hewlett-Packard & General Motors.
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These small, controlled online groups are comparatively risk-free
environments (quite unlike the free-for-all social networks!) which
help marketers to conduct regular exercises to "zero in" on their
brands & customers and even get ideas for new products.
And of course the benefits of word-of-mouth advertising are an added
bonus!
Being a combination of product sampling & customer feedback using
online technologies, closed social networks could be the new CRM of
today.
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Mediaware Infotech Pvt. Ltd.
The New Mahalaxmi Silk Mills Premises, Mathuradas Mills Estate, Opp
Kamala City, Senapati Bapat Marg,
Lower Parel (West), Mumbai 400 013.
Tel: 6660 2634 Fax: 24923765 Email : response@mediawareonline.com
Mediaware Gulf
P.O.Box No. 182620, Dubai Media City, U.A.E.
Tel: +9714 3681655 Fax: +9714 3688058 Email : m-e@mediawareonline.com
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