Tuesday, March 12, 2013

How to sell a Jag in 2013: content content content

5 years ago, I was in a business school learning marketig and nobody told me that to sell a Jaguar, the process was to hire a famous singer, Lana del Rey, to sing a song that do not mention Jaguar and to hire Ridley Scott to make a thriller starring a Jaguar but not about Jaguar.

Content marketing was not mentioned during my courses, it rules marketing now.

Source:
http://www.minutebuzz.com/marketing--desire-un-thriller-pour-la-promotion-de-la-nouvelle-jaguar-17014/

Second hand digital content, 2013 BIG liberty challenge!

Cover of "Kindle Wireless Reading Device,...
Cover via Amazon
Two pieces of information:

  1. Apple and Amazon File Patents to Sell Used eBooks (Today it's just impossible).
  2. Regidi allows people to sell legally purchased digital music (and is sued by EMI...).


Why the right to resell digital content is so important?
Because if you can resell digital content, it means that you own it. You have more than a right to use it.
If you can't resell digital content, it means that you don't know it. It's just a right to use it.

With the digitization of content, big brands with big digital stores (Apple, Amazon, Google) and the guys content owned (Music majors, etc.) tried to establish new rules:

- even if it cost nothing to be reproduced, digital content has the same price as tangible content.
Status: it's not so true now. Legal digital music is a bit less expensive than CDs, eBooks are a bit less expensive than books (except in France) but there is still some efforts to do to lower a bit prices in my opinion.

- digital content you buy can be used in one device and can be read with a specific device/program: it's the early stages of DRM rights.
Status: Facing a big failure and enormous consumption of illegal download, they abandoned that fight.

- digital content you buy is not yours, you just buy a right to use it.
  • If you want to pass it to a friend : no way. 
  • If you want to resell it: no way.
  • If you die and want to give it to your kids: no way.
  • If I lose the right to distribute the book: I erase it from your Kindle. (See the Orwell books example)

Status: everything has to be done!
The first piece of information above shows that some vendors have understood. Apple have also an interesting answer to possession of digital content issues: Music Match.
The second piece of information show that other vendors have not understood.

My take:
I'm not really fan of buying a book on a Kindle with these conditions and before I have rights on it (reselling rights or lending rights). Guess how I resolve the problem? Clue: it's illegal.
I use streaming for music because the deal is clear: you don't own the music, you just have the right to listen it. And if a song I like is not on Deezer or Spotify, I resolve the problem in a different way. Clue: it's illegal.

What's your take on it?



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Sunday, March 10, 2013

First cause of social trouble? Pollution !

Yes, it's weird, pollution is the first cause of social trouble in China.
Global Warming 1/2
Global Warming 1/2 (Photo credit: lamazone)

I'm sure you thought it was corruption, criminality, inequity, food price, etc.
Me too.

So ecological issues impacts :

Can't be clearer, isn't it?
Ecology is ubiquitous.
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Wednesday, March 6, 2013

The most crucial things missing on an iPad to be as effective as a PC

Switching between different apps easily:
an "alt tab" like
or a windows toolbar like
or a split-able screen ( like in the Galaxy Note)
or a widget
or (my favorite option) a better 4 digits swipe
is needed!!!

Sunday, March 3, 2013

Trend: ubiquitous sport, running instead of walking

People take more and more care of their health.
People haven't enough time to go to the gym.
People haven't enough time to do what they want to and try optimize everything.
Using cars is becoming old fashioned.
Running is trendy.
Running without goals is boring.

These considerations make me think of a potential trend:
Running instead of walking.

The uber optimized life of people is incompatible with walking: it's just too slow.
Running to work, to the supermarket, to the bakery, is the perfect way to ally 0 footprint, health, speed without needing anything else than your own body (no bike, no rollerblade).
I don't say everybody will run at 12 km/h to work for 1h every day.
I rather think of a slow run, let's say 6 or 7 km/h, for 15 or 20 mins maximum.

The biggest limit: Women with skirts and hikes or mens with $300 italian shoes will not be able to do it. It requests some arrangements.

Related trend, highlighted by Techcrunch, walking instead of sitting at a desk :
http://techcrunch.com/2013/03/03/why-every-office-should-switch-to-walking-desks/

Friday, March 1, 2013

Lack of energy, the next "Black Death"?

I've recently read an article telling that after the Black Death (plague that impacts all Europe), the lack of available employees create social issues in sevral countries:
Workers asked for better working conditions and pay rises, fight to get it... and got it. The classic balance of power between employees and employers was modified.

In a world of mass unemployment where more and more things are automated, the balance power wont't evolve. Unemployment will stay strong.
Population will not decrease before several decades, except in case of WW3.

One thing can change the status quo: energy.

If energy cost a lot, humans will become again a good alternative to machines, local production a good alternative to outsourcing in China.

Perhaps we are living the last decades of the capitalism, because this system is fully based on nearly free energy.