Tag Archives: Forrester Research Inc

OK, That’s Enough Bluetooth Monday Jokes

One of my favourite bands from the early 1980s, New Order, are promoting their upcoming album, Waiting for the Sirens Call, (due to be launched this coming week) via Bluetooth. They are displaying, in the words of Engadget:

digital interactive posters offering song clips, ringtones and photos that can be beamed directly to fans’ cellphones. The posters use both infrared and Bluetooth to send the data directly to phones, bypassing network charges to fans or to the band’s label, and making New Order to first group to hand out free music clips direct to cellphones.

The service is, I believe, provided by a company called Hypertag which spells out its vision on its website:  We have a vision that every advertising poster or marketing display will be tagged with a Hypertag. This will enable consumers to engage and interact with your brand. The company tried the tags out last November on London Transport posters that allowed users to get a phone number for safe travel information beamed direct to their mobile phones.

As Forrester Research points outthis innovative promotion underlines the opportunities that connected devices present; gives another (temporary) boost to the Bluetooth standard; and demonstrates that operators are continuing to struggle to drive network data traffic.

There’s an account of how well it works by Robert Price here, along with a picture. An interesting feature of this, and a reason why I don’t think this kind of thing will catch on, is in the message on the bottom of the poster: Please be vigilant when using your mobile phone in public places. For it to work via Bluetooth, you have to stand near the poster and switch Bluetooth on. Then you’ll get a message asking if you want to receive an incoming Bluetooth connection. Say yes and you get the ringtone, but you don’t need to be Bruce Schneier to figure out how this could be abused.

Bluetooth seems like a good way of doing this kind of thing, but the security implications are stronger than the commercial benefits, I believe. Set your Bluetooth to ‘always available’ at your peril.

Excecutive Blogging – Drivel And Spin, or Pure Message?

Fascinating interview in BusinessWeek Online with Jonathan Schwartz, president and chief operating officer of Sun and recent blogging convert.

Six weeks into blogging, and he believes evey executive should have one. “It’ll be no more mandatory that they have blogs than that they have a phone and an e-mail account,” BW quotes Schwartz as saying. “If they don’t, they’re going to look foolish.”

Executive blogs, what we should perhaps called xlogs, could eventually grab a lion’s share of the Internet audience, BW quotes Chris Charron of tech consultancy Forrester Research as saying. The idea: you reach your audience more directly, you don’t have to give dozens of interviews which are edited down to fit the journalist’s whim, deadline, agenda or angle, and you still can hit the links before lunch. Says Schwartz: “I’d rather be driving the dialogue than be run over by it.”

Interesting, and good news. So long as one or two things don’t happen. First, executives musn’t shout down other employees who also have blogs. If corporate blogging just becomes a replica of the corporate hierarchy it and we are doomed. And, secondly, in defence of my profession, I don’t think that executives should start dismissing interview requests by referring journalists to what they’ve written on their blogs. Journalists now have more background to read, but blogging shouldn’t make it harder for them to get access.

That’s because journalists will never write what executives think they should write. If they do, they probably aren’t doing their job. Their stories may not exactly reflect the message the exec wants to get out, but that’s because journalists are being paid to think for themselves. In fact, I sometimes wonder why execs and PR types waste their breath spinning away in an interview, while we twiddle our pencils waiting for them to answer the question. Xlogging, at its best, could be the raw vision of the company, conveyed to the end user. At its worst, it’s going be miles of drivel and spin, and readers are going to be begging for journalists to come back and filter it out for them.

News: Say Goodbye To Popups

 Pop Up ads are doomed, now that Microsoft will make blocking them part of its browser, Internet Explorer. Explorer, ZDNet says, joins other web browsers by doing it, but because of its huge market share, it’s likely to kill off the concept entirely. No bad thing, you may say, but it will also hit advertising revenues and may kill off more than a few ventures that depend on ads.
The moves by Microsoft and others are the result of deep consumer loathing of pop-ups. About 88 percent of broadband users and 87 percent of dial-up users in North America find that pop-ups interfere with their Web surfing experience, according to Forrester Research.

News: Forget Email Spam, Get Ready For Serious Phone Spam

 Email spam may be the least of our worries. According to Forrester Research there will 100% compound annual growth in enhanced message services, multimedia message services, instant message services and e-mail using next generation phones in 2004 and beyond. Much of this, according to it- analysis, will be little more than spam. Although the article (which looks like it’s been edited by a chimp) doesn’t have much else to say, that’s a scary thought in itself. (I can’t find the actual Forrester report.)