Maxys Max Media and Entertainment

As a kid surfing there was always an old bloke that would just sit out the back waiting for the perfect wave to come through – the next “big thing” – he’d sit there for what seemed like eternity while closer to the action, us grommets would race around picking and surf anything that even looked like a wave.  In many ways that’s how much of the digital world reacts – businesses, advertising agencies, consumers busy trying to get on board the next technology fad wave that may become a trend.

In my work I constantly hear and read the techno babble of “What mobile apps are you developing?” and cringe.   Mobility is just one element of technology convergence – the interactive landscape will cover everything from your mobile to rich media e-books; Internet enabled TVs to digital radio; point of sale displays to outdoor digital billboards.

Don’t get me wrong – I love my iPhone – much like I loved my first PC 20 something years ago and our first big screen TV (wow haven’t the prices dropped there!)  Fact is there will always be something new and next year I’ll want a new phone or TV for what reason I don’t know yet.

Interestingly, so much of new technology is about creating pre release hype and in many ways it’s like the movies, but, just because a major studio is behind a project doesn’t mean it will be a success.

I think of Avatar (which I loved) and the Hurt Locker (seeing this week).

As you may know this week at the Oscars Apple launched their first TVC for the iPad and already there’s a new wave of feedback and comments on whether the campaign was successful; whether the iPad will do for publishing what the iPhone and iPod have done for mobile computing and music.

End of the day it’s you and I who decide with our wallet and whether we share a positive or negative experience.

On the weekend a girlfriend bought a new Blackberry with the initial intent of getting an iPhone – the sales guy telling her lot’s of returns on the iPhone convinced her not to buy.  Fact or fiction?

Whatever the truth it's a classic example of the “trusted knowledge” expert’s influence.

Back at the movies, Avatar generated over a billion dollars in the first three weeks but didn’t win the Oscar.  Who's the winner?

As the old bloke now in the water I’ll just paddle out the back.  Hmm wonder if the iPad comes in a waterproof version I can drop inside my surfboard?  Been there, done that!

Give me a Solution

I was living in London and in the shower (more a trickle given London's poor water pressure) and there was this almighty smash on the door.  I grabbed a towel and raced out to see the six foot six, sharply dressed gezza from the downstairs unit in a hot tempered flurry.

In his hypertensed mumbling Bristol accent - "ya ferkin water's drippin into me unit man, get out of da shower"

"Cool your jets brother" as my mate Donny would say, "we will shower" I stated.

Nearly always the immediate fix is not the complete solution to the problem.

From a sales and marketing management perspective this is something I try and have my team focus on when presenting and putting together customer proposals - to understand the customers' problems and provide solutions. 

Often sales people are more focused on the product sizzle then the steak solution, particularly in the information technology space.

Basic Sales Proposal Framework

Following is a very basic framework I use for nearly every customer proposal and video script writing development.

• Current Situation (SWOT/ Situational Analysis)
• Problems with Current Situation
• Proposed Solution (s) - provide 2-3 options
• Benefits/ Comparision of Proposed Solution(s)
• Cost of Proposed Solution(s)
• Next Action (limit the options - give them two cards/ options)

Understanding your customers problems first of all requires listening and then filtering through the noise.

What problems do you solve?

Today Apple launched the much anticipated tablet iPad - it was probably the most "connected" technology product launch ever.  I watched the launch live via Huffington Post with 150K others - the Twitterverse was a buzz. 

The iPad bridges the gap between your phone and your laptop.

Although the name sounds like a women's sanitary product we'll all get used to it.

It's targeted at your typical user who just likes to read and send emails, browse the web, listen to music, calender, etc 

Basically it's a IPOD touch/ iPhone with a big screen.

The entry level price at $499 and top level price for 64Gb + WIFI + 3G is around $829 USD makes it a "new category" killer - the Kindle dead, the netbook markets redefined.

Unofficial availability in Oz in June/ July - will it sell?

The real test in all of this is when you hold it and how intrinsic it feels - when the rubber hits the road.  Initial feedback is fantastic BUT don't drop it - this is definitely "lifestyle" marketing.

Stepping across to a business perspective what we are seeing is platform "lock in" - where there is user investment in the real estate (operationally and application the same as an i-Phone) - like moving house - moving outside the platform (all your information) will be painful.

For television, newspaper and magazine publishers what we see now is the opportunity to charge for their content.

A new paradigm has been set.

Commodity or passionate purchase.

I'm walking down the isle - we need to buy about three dozen bottles of softdrink for a party.  I take a photo of the barcode with my I-phone, a few seconds later it tells me I can order all of them from a competitor and delivered tomorrow for 1/2 the price.  Click. 

I really dig that tune they're playing - click - I record a sample of the song and the software comes back with the track with the option of buying it and downloading to my phone instantly.

We're going on a holiday - I can spend hours searching the web or consulting with friends - for a few bucks (already built into the price) I can go and see an expert whose job it is to know. 

In 20 minutes my professional travelling expert has put together an experience we'll enjoy. Tickets, accomadation, sorted.

Sometimes having masses of information = information overload = doesn't make for the best decisions - it's often the latest stuff not in the brochures or on the web that's important.  Third party trusted source and subject matter experts.

Today branding is about making life easier for your customers and creating an experience where they share and refer their friends and peers.

The web scares many a conventional retailer and business owner - these people see the Internet as either a threat or fad instead of an customer opportunity.

Although the web and the latest technology offers great potential, at the end of the day it is just another tool in your business arsenal - a tool to be understood and incorporated - another way of increasing and engaging with your customers or enhancing your retail experience.

I get an e-book catalogue from the local hardware chain - there's a mulcher I'm interested in - a quick click tells me the nearest store with stock on hand is a few suburbs away (not the nearest location) - time and frustration saved.

Today's and tomorrows business leaders embrace change and innovation - the old rules and thinking are constantly challenged. 

When it comes to shopping then this is where the web gets really interesting.

As search engine results become increasingly influenced by marketing spend and information commoditised then look more and more for expert systems as the path moving forward.