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Digital strategy planning for the future is futile

Posted on September 14, 2012 by gwilliamrobinson

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Hearing Ben Hammersley, the UK Prime Minister’s Ambassador to TechCity; London’s Internet Sector, mock the idea of  planning a digital strategy for the future goes against everything I’ve learnt/read/preached/and have been told in my industry. Furthermore, hearing Ben Hammersley intelligently and logically explain why this is so further gripped me. Working in the mobile industry means that I am inherently involved in digital strategies on a day-to-day basis – strategically and tactically so. The idea of planning for something that will never arrive is something that made me think during his talk – ‘you never get to the future’ somebody in the audience crowed.

Technology is of an iterative nature

The idea of planning a digital strategy for a company normally involves considering a multitude of digital channels to consider – desktop, social media, personal devices, webTVs – and the different executions, solutions, engagements, and messages we can pump out via these channels for both external and internal purposes. These technologies and platforms are changing and innovating at a fast pace, so the idea that today we can plan a strategy on any of these platforms and say that in five years’ time that strategy will still fit the mould does not ring true. Consider how device improvements, underlying coding language improvements, OS platform version updates, connectivity speed, expansion of the ‘cloud’, and costs and pricing will all change and be refined over the next five years.

Due to the dynamic nature of technology the best we can do is prepare a digital strategy as best we can for the technology as it exists today and iteratively refine/re-think that strategy as the technology itself changes. The exponential growth in technology that Ben Hammersley discussed brings into focus that no one knows how technology will look and perform in five years’ time.

A tangible example: Facebook’s digital strategy

The best way to illustrate my point on the above of course is a real-life example relevant to the digital channels I focus on – personal devices. Facebook, and Mark Zuckerberg, made a huge punt with their digital strategy and the technology HTML5 for web-based apps. Due to limitations associated with this technology and Facebook’s particular use of it, Zuckerberg himself described the mistake himself as “betting too much on HTML5 as opposed to native”. I’m sure Facebook had this long-term strategy in place to push web-apps over native apps and invested a lot of money and human capital in doing so. When push came to shove Facebook realised that the technology did just not meet their needs and expectations. If one of the most successful and sought after digital start-ups can fail in their digital strategy, what hope do the rest of us have?!

To even further prove my point with the Facebook example and the iterative nature of technology: the digital strategy that Facebook are now employing post the HTML5 strategy admission fail will not fit the bill for the company in five years’ time. HTML5 will have iteratively improved by then and may have all (why not more?) the technological capabilities of a fully native app.

Human interaction with technology changes

The second most important thing to consider in supporting my statement is that human interaction with technology changes – not as fast as the technology itself – but it still changes. Again, to borrow a phrase from Ben Hammersley’s talk – people’s etiquette towards technology develops slower than the technology itself. So whilst the rate-of-change in technology is the front and centre consideration, how the people we map these strategies on interact with them is most certainly an important second consideration.

How people will react and use the iteratively improving technologies of the future is something no one can predict. However, I think we are better placed to approach this challenge as the rate-of change in people’s interactions is considerably slower and more malleable. As I am doing now in my career now, I aim to continue working with innovative applications of these technologies in the future and impact how people interact with them.

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Posted in mobile, social & digital playbook Tagged apps, behaviour, consumer, digital, facebook, html5, innovation, mobile, native, social, strategy, technology, wall street journal, web-apps

Personal Media Insights Digest: Apple ‘iTV’ on the horizon?

Posted on February 17, 2012 by gwilliamrobinson

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Video: BMW Interaction Projection
Article link: Click here for video
Automotive Industry & Augmented Reality Insights

  • Uses a billboard HD projection to engage by racing BMW vehicles with your tablet
  • Great interaction with users, tablets and outdoor display ad
  • Posts your time to Facebook

Article name: Gadgets: New connected devices put smartphones in the middle
Article link: Click here
Future Technologies Insights

  • Some of the coolest gadgets from CES
  • Here’s my favourite: Click here to watch video (Orbotix Sphero)

Article name: Google launching TED-style Think Tank with ‘Solve for X’
Article link: Click here
Future Technologies Insights

  • Solve for X website here
  • Described as a forum to encourage and create new technological solutions for existing problems through crowd sourcing
  • YouTube promo video: click here

Article name: NASCAR & Turner Sports extend digital partnership through 2016
Article link: Click here
Sports Industry Insights

  • Under new partnership NASCAR will assume operational control in 2013 of all its interactive, digital and social media rights

Article name: Coke Superbowl campaign blends tv, tablets and smartphones
Article link: Click here
Superbowl Insights

  • Engages people to go to cokesuperbowl.com on their tablets or smartphones
  • Coke is trying to take advantage of second screen media consumption
  • On the site — iconic Coke polar bears will be reacting in real-time to the action, thanks to live animation technology

Article name: New videos at developer.apple.com
Article link: Click here
iOS / Apple Development Insights

  • New videos uploaded — you need iOS developer login credentials
  • Videos are to do with iOS5

Article name: Kinect for Windows Now Available
Article link: Click here
Kinect Insights

  • Kinect available on Windows Hardware
  • One cool feature: Near Mode — enables the depth camera to see objects very close (40cm) in front of the device

Video: A swarm of nano quadrotors
Article link: Click here for video
Future Technologies Insights

  • US Federal Aviation Administration’s new directive to figure out how to integrate the US drone fleet into national airspace
  • Small drones coordinate flight path off each other for a choreographed pattern
  • Not exactly applicable to personal media, but still part of future technologies

Article name: Unofficial Apple iConcepts
Article link: Click here
Apple / Design Insights

  • Designer Antonio de Rosa fancies himself as an Apple designer
  • He’s generated several slick credible concept designs
  • Here are some: iCam, iWatch2, iPhone SJ

Website:  http://acko.net/
HTLML5 Insights

  • Unique use of HTML5 on a desktop website
  • Engaging navigation, layout and design

Article name: Facebook hires first CMO
Article link: Click here
Facebook Insights

  • Facebook has hired Rebecca Van Dyck (SVP & CMO at Levi Strauss) as its first CMO

Article name: Report: Apple ‘iTV’ prototypes at TV makers’ lab

Article link: Click here
Apple Insights

  • Reports that it will be integrated with Siri, hand gestures and on-screen keyboards
  • Reports it may be made by a Canadian TV maker
  • Could be integrated with mobile devices as a gaming system

 

Posted in mobile, social & digital playbook Tagged apple, augmented, BMW, design, experience, facebook, future, google, html5, insights, interactive, ios, kinect, microsoft, reality, solve for x, surfaces, technologies, TED, user

Personal Media Insights Digest: Android in the home, and in the fridge

Posted on February 17, 2012 by gwilliamrobinson

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Article name: Interview: Financial Times Experience  with Web Apps
Article link: Click here
Publishing, News & Media Industry Insights

  • Interesting insights into why they went HTML5 and the success with it so far
  • Dev. times have gone down, easier to debug problems + deploy fixes, shortened release cycles

Article name: NBC News Launches Interactive eBook Publishing Venture
Article link: Click here
Media / Entertainment Industry Insights

  • NBC Publishing on tablets and ereader — a venture dedicated to releasing interactive ebooks

Article name:GM turns car windows into fantastical digital playgrounds
Article link: Click here
Automotive Industry Insights

  • Windows of Opportunity project — uses smart glass as a platform for apps designed by an Israeli
  • Uses augmented reality and GPS
  • Allows passengers in separate cars to share messages and music
  • Video of it in action here

Article name: HTML5 Please
Article link: Click here
HTML5 Insights

  • Play and learn about the different functionality of HTML5

Article name: Leading global retailers meet changing consumer demands with IBM smarter commerce
Article link: Click here
Mobile Software Insights

  • As part of its Smarter Commerce initiative, IBM announced new software that helps customers browse, shop and buy retail products on mobile
  • Retailers can develop their own storefronts on mobile devices

Article name: KDDI putting ads in the notification bar on Android phones
Article link: Click here
Telecommunications / Carrier Industry Insights

  • Japanese carrier places ads on notification bar and sends ads as push notifications to users

Article name: Winter X Games mobile app launches
Article link: Click here
Sports Industry Insights

  • Cool functionality
  • Watch X Games live on the iPad app
  • Live streaming with Facebook + Twitter interactivity

Article name: The next big thing: Android in the home, and in the fridge [from CES]
Article link: Click here
Android / Ecosystem Insights

  • Nearly every device in your house is going to be networked by an OS platform in the future
  • Smartphone will become the portal to the other devices and appliances in the home — all will work together seamlessly
  • Already being done to an extent — WiFi is being used to control lights in houses
  • Eric Schmidt (Exec. Chairman at Google) said this: “You want to be able to walk into your house and have all the appliances adjust, know it’s you”

App: Tie Assistant

App link: Download here

Absurd App of the Day

  • Tells you how tie 15 different knots and recommend the perfect neck candy for any occasion
Posted in mobile, social & digital playbook Tagged ads, advertising, android, apps, ecosystem, emerging, html5, IBM, media, mobile, personal, technologies, web

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