Gilbane Advisor 2.2.15 – Groundhog Day Edition

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The Sharing Economy isn’t About Sharing at All

It just seemed that way to some because of the overreach of “social”. It’s about access and convenience, not community.

The access economy is changing the structure of a variety of industries, and a new understanding of the consumer is needed to drive successful business models. A successful business model in the access economy will not be based on community, however, as a sharing orientation does not accurately depict the benefits consumers hope to receive. It is important to highlight the benefits that access provides in contrast to the disadvantages of ownership and sharing. These consist of convenient and cost-effective access to valued resources, flexibility, and freedom from the financial, social, and emotional obligations embedded in ownership and sharing. Read more

The home screen is the new home page

This poses both dramatic challenges and opportunities for the content community. It’s still not clear whether this is a good or a bad thing… The rise of mobile devices and mobile media consumption is likely to only increase the public’s appetite for quality content… But the picture is far from rosy. The supply of content is infinite. Yet time and attention is a finite resource. And brand won’t be enough to win. The reality is that content discovery is a huge challenge for creators and consumers alike. Read more

Another reason the picture is far from rosy…

Don’t Look Now, But Deep Linking Just Got Hot

For apps that is – the web is all about linking. The main reason apps will not replace the web anytime soon is that there is no standard way to link to information inside of apps, and none on the horizon. The recent hotness is interesting though. Read more here and here

The Rise of the Marketer: Driving Engagement, Experience and Revenue

This free research report from the Economist Intelligence Unit, commissioned by Marketo, has a great demographic and is worth well more than the cost. Read more

What Is a Business Model?

Startups need them and more established companies should review theirs regularly. Here’s a useful resource on how the term is used and a handy set of analogies to help you think beyond the obvious. Read more

Speaking of business models…

Dear Zoë Keating: Tell YouTube to Take a Hike

Are there really only two types of business model for the Internet? Unlikely. The broad categories of advertising vs subscription are generally useful and not necessarily mutually exclusive. But as Ben Thompson points out Zoë Keating’s case illustrates there can be an almost comical conversation between a company focused on scale with one focused on a niche.

The difference in business models is far more stark on the web; at scale, advertising is the obvious solution. For niches, though, I strongly believe that direct payment is superior. It’s simply easier to get a lot of money from your best fans than it is to get a little bit of money from many. This, though, is the problem with all-you-can-eat subscription services: they only afford the chance to make a little bit of money from any one customer, even as they increase the friction over free. And, I agree with Keating that the subscription services, including YouTube, don’t understand this… I think it’s more that nearly everyone at tech … is deeply conditioned to think at scale… Niches, though, don’t scale; they go deep. Read more

​Why Enterprise Software Customers Are Not Happy (and What to Do About It)

Enterprise IT companies are not known for producing great customer experience. Their customer loyalty scores are low, down in a range with the health insurance industry… But in spite of some poor customer ratings, many… have been able to thrive partly because they built strong relationships with their primary buyers—CIOs and other senior IT executives. They locked in long-term contracts with these buyers…

When we surveyed more than 5,000 technology decision makers and end users in U.S. companies, we found a massive gap between their perceptions. In six of the eight hardware and software categories, end users gave a negative rating—that is, they were more likely not to recommend a given vendor than to recommend it. By contrast, scores for decision makers were negative for only one category.

Vendors know they need to expand selling efforts beyond CIOs, and not just to CMOs. This is much easier said than done for multiple reasons. Read more

The End of Trickle-Down Technology

Smartphones are not following Moore’s “Crossing the Chasm” predictions.

  • Apple offers by far the most expensive phones on the market, but even though the early price-insensitive market has presumably been saturated, the iPhone is actually growing
  • Samsung phones are widely available at multiple price points, making them an easy choice for low information customers on the right side of the cycle, yet the company is struggling
  • Xiaomi has very aggressive prices, but their brand proposition is very much tuned to the left side of the cycle

All of this seems to fly in the face of Moore’s assumption that late-stage adoption would be driven by price and pragmatism (or, in the case of conservatives, necessity). Price and pragmatism might as well be Samsung’s motto, while Apple is super expensive and Xiaomi is avowedly geeky. Read more

The Strategic Value of APIs

Today, a firm without application program interfaces (APIs) that allow software programs to interact with each other is like the internet without the World Wide Web. Just as the World Wide Web opened up the internet’s potential for use by billions, APIs — specifications or protocols for how to exchange information or request online services from an organization — are allowing companies to grow businesses at unprecedented rates by sharing services with external firms.

Yes. And note that it is the more complex and changing information that provides the lion’s share of value, not simply the connection protocol. Read more

From the community

One more nail in Flash’s coffin… YouTube Now Streams HTML5 Video By Default via TechCrunch; The Super Bowl – Twitter versus TV… Is Social Over-Hyped? via MediaPost; Do you know what Bacon Content is?… Is Bacon to Consumer (B2C) the same as Bacon to Business (B2B)? via TahzooHow to avoid being a deer-in-the-headlight of Customer Experience Management via Digital Clarity Group; Are you mature enough for an optimized customer experience? via CMSWire; Don’t plan on using SharePoint online for public websites. via Real Story Group; Do you want a big data salary?… MapR is training 10,000 Hadoop pros for freevia CMSWire

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The Gilbane Advisor curates content for our conference community of content, computing, and digital experience professionals throughout the year.