Marvel Comics used to sell comic books. That was their business. They created comics, they sold them in the form of books. Then, one day, they realize that the real asset isn’t the publishing business. Which is what they had directly built. What they had indirectly built is characters that had stories. And those were assets.
Making whole pieces out of disparate parts of tech scene.
Last year I wrote about the communication gap between the saas (software as a service) and web application communities. The quick summary of the gap is that they’re both dealing with the same technologies — hosting an application on a server and accessing it over the Internet — but from completely different perspectives and even More
The rise of web applications — websites that replace the functions of a software program that was traditionally installed on a personal computer — is one of the hottest topics in the tech industry. Huge numbers of “Web 2.0” startups are competing for user attention, and many observers predict rapid growth for web applications.
But most of the analysts refer to web application growth as something that’s going to happen in the future. The reality is that web app usage has already stretched far beyond early adopters, and is moving rapidly into the mainstream of US home computer users. A recent survey, conducted by Rubicon Consulting, showed that more than a third of them already use at least one web application on a regular basis. Students are moving especially fast, with more than 50% using web applications.
The central goal of online marketing isn’t awareness, it’s engagement. And the five key tools to produce engagement are affinity, personality, community, co-creation, and advocacy. Engagement at the broadest level is getting the customer involved with your company, with your products and often, with your people. You want your customers to get to know your organization, its values and services. When customers like what they see and experience, the relationship deepens and it leads to affinity. Thus what was once a distant relationship becomes personal. Another way to same thing perhaps is to say that “Personality replaces traditional brand marketing”
A colleague recently bent my ear regarding mobile commerce and how she can barely wait for some of the new services (like this one) to become available in her area. I love a good gadget as much as the next guy, but having lived through electronic wallets and many of the other “great ideas” on the front-side of the dot com boom, I’m a bit skeptical.
For those that are willing to learn, failures teach us more than successes, so this got me thinking about what the past can teach us about these new service offerings. I’m not talking about ringtones and wallpaper; I’m only talking about stuff you buy with your phone, not for your phone.
The announcement of Amazon FPS made my whole week, on a lot of different levels. I’m excited about the service itself, I’m excited about what it means for the development of web applications, and I’m excited about what it’ll eventually do for the mobile data world.
Okay, I’m just excited.