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What’s Wrong with Flash?

November 30, 2012 Leave a comment

 

 

The former CEO of Apple, Steve Jobs explained why they chose not to allow Flash on their iDevices in April 2010. Many of you should be familiar with the term Flash and the fact that it doesn’t work on iDevices because Apple has been insisting not to adopt it from Adobe, a well-known software developer in the world. Before we get to that, how many of you actually know that Apple was Adobe’s first big customer? Apple invested in Adobe when they were still in their garage. They used to be partners supporting each other in many ways. So, what happened?

 

Apple is known for their innovation on solving people’s problem. Apple’s goal is to provide solutions based what consumer’s needs. And it is this core value that brings its success. Adobe has the similar culture until its Flash.app. 

 

Jobs pointed out couple reasons why Apple keeps Flash away from iDevice. 

For instance, Flash is a 100% proprietary product which is only available from Adobe. Unlike other open standards such as HTML5, CSS and JavaScript which allows developers to use freely, Flash is under control of Adobe who has all the rights to do anything about it, from tech spec to pricing. 

 

Secondly, Flash violate the concept of “full web”. Since there is a modern video format H.264, which is viewable on any iDevice, Youtube, Vimeo, Netflix, Facebook, ABC, CBS, CNN, and many many others, Flash is just a new standard that gets in the way. 

Third, it’s not safe enough. “Symantec highlighted Flash for having one of the worst security records in 2009.” said Steve Jobs. 

Forth, it kills battery life by almost two folds while playing videos on mobile devices.

Fifth, Flash was designed for PCs using mice, not touch screen using fingers. The “rollovers” doesn’t work by using fingers hovering on the screen. 

 

And the most important reason, Flash violate Apple’s motivation-providing the most advanced and innovative platform to our developers DIRECTLY. Adding this third party layer on their system doesn’t fit in Apple’s goal. Apple wants developers to stand right on their OS and take the most advantage of it to develop apps. Any third party layer would make it more complicated for developers to work.  

 

What happened? Why couldn’t Adobe successfully deliver its Flash prosecutes like its other products? The answer is simple. They forgot the core value of business. The purpose of business is making customers. In order to do that, companies should start from identifying consumers problem and then provide solution based on the concept of “what I can do for you.” Asking developers to adopt Flash which was designed for PCs into mobile devices is just the opposite. They are simply asking people to buy what they have at hands. 

 

Helping consumers with what you can do not what you have at hands is something companies need to keep in mind. Help them before you can sell to them. This is how you play in the game.

 

 

 Thoughts on Flash by Steve Jobs

April, 2010 http://www.apple.com/hotnews/thoughts-on-flash/

Categories: Uncategorized

Social Media V.S. Social Networking

November 30, 2012 Leave a comment

 

What’s the difference between Social Media and Social Networking? This has been a question that makes people keep scratching their heads while trying to clear the definition.

 

Lon S. Cohen gave an explanation in his post on the cohcom blog:

 

“Social Media can be called a strategy and an outlet for broadcasting, while Social Networking is a tool and a utility for connecting with others. 

 

The difference is not just semantics but in the features and functions put into these websites by their creators which dictates the way they are to be used. There’s also a kind of, which came first, the chicken or the egg kind of argument to be made here. I suspect that Social Networking came first which evolved into Social Media.”

 

Later, Mark Stelzner provided a simpler explanation: 

 

“Social Media are tools for sharing and discussing information.  Social Networking is the use of communities of interest to connect to others.  You can use Social Media to facilitate Social Networking.  Or, your can network by leveraging Social Media”

 

After learning their definition to Social Media and Networking, I came up with my own understanding of them. Social Media is the platforms for sharing and discussion while Social Networking is the behavior of building connections with others. 

 

As a marketer, we should understand that social media are tools for us to reach our consumers by connecting with them through social networking. Or we can use it as a channel to spread the messages. What really matters to marketers is the social networking behavior. We want consumers to know about the information of brands and spread the message through their social networking with their friends on social media. The internet empowers the social networking to be easier and faster in a greater scale on social media. 

 

Having presence on social media is not enough, making consumers to spread the messages to their friends through social networking is what we expect. 

 

Categories: Uncategorized

Is It Viral Marketing or Just Viral?

November 30, 2012 Leave a comment

Viral marketing has become a popular terms in marketing that marketers want to take the advantage of it. 

 

According to Seth Godin, “Viral marketing is an idea that spreads–and an idea that while it is spreading actually helps market your business or cause.” The point of viral marketing is in the second part of the quote: “AND an idea that while it is spreading actually HELPs market your BUSINESS or cause.” Which means being viral is not enough for marketers, the well-spread message has to somehow benefit the business then can be seen as viral marketing.

 

Creating a content that can be viral in multiple media channel 

 

Thanks to the innovation of internet and communication devices, marketers can spread the messages and make it viral through variety of channels. The message might be spread like wildfires and create buzz. However, before it can benefit the business, it’s just viral, not viral marketing.

 

What makes viral marketing so difficult is not spreading the messages but have it help the business at the end. 

Is it viral marketing of just viral? That’s a question every marketer should ask themselves before launching their viral marketing campaign.

Categories: Uncategorized