Due to injury and illness, blogging is taking a back seat at the moment…
Apologies and normal service will be resumed as soon as possible…
Digital Content, Marketing and Disruptive Technology Consultancy
Due to injury and illness, blogging is taking a back seat at the moment…
Apologies and normal service will be resumed as soon as possible…
When technological advancements such as the printing press, telegraph or the car were invented, it took a while to get going. Even something as simple as sliced bread took a good few years before becoming widely adopted.
And yet the increasing pace of change means what seemed a novelty just a short time ago soon becomes expected.
The free wifi on National Express trains is one case in point.
When it was first introduced, it seemed like a minor miracle that I could now access the internet and get work done whilst travelling, for no extra charge, even in standard class.
But within a couple of years I’m amazed that other trains don’t have it, and I’m immensely frustrated and disappointed that the speed and reliability hasn’t improved. In fact it’s got much, much worse as more and more people are using laptops and netbooks on the train.
Mobile broadband is similar. It took a while for the mobile phone to become widely adopted, but now mobile internet access is becoming a standard and expected part of any new mobile device. And it’s data costs and anything less than 100% access that become the talking points, rather than the fact I can access the web from something in the palm of my hand.
And that frustration we feel is because we don’t just become accustomed to this access.
We come to rely on it.
For work, home, and everywhere in between.
Postscript:
Just remembered that apparently, 53% of British mobile phone users suffer ‘no mobile phobia’, or nomophobia, ‘with 48 per cent of women and 58 per cent of men questioned admitting to experiencing feelings of anxiety when they run out of battery or credit, lose their phone or have no network coverage.’ (HT Textually.org).
I’ve long been a fan of Mark Earls, and his writing on ‘herd theory’, which suggests that we tend to follow what other people do, rather than following the logical, rational decisions we often claim after the fact.
And I’m reminded of that theory every day on my commute to London. First comes the ‘Finsbury Park Standing Experiment’, whereby the first person to stand up in an attempt to gain a couple of vital minutes between leaving the train and joining the queue for the London Underground suddenly inspires everyone to fill the aisle of the carriage for the last 10-15 minutes of the journey. Despite the logical problem that after the first handful of ‘standers’, the rest of the queue fail to gain much time, if any. And people like me stay seated and working and then tend to be sat near the door anyway.
And if I don’t head underground, I then get to watch the ‘traffic light lemmings’. With any large group waiting to cross a road in the morning, it takes just one or two people to begin to cross, and the herd will follow, regardless of whether the lights are red, green, or there is a large lorry hurtling towards them with the lights on and horn blaring.
Meanwhile I undergo a strange transformation:
While I cycle to the station, I find myself becoming irritated by cars and pedestrians..
While I’m on the train, I miss not travelling by car/motorcycle – especially when the wifi fails.
When I’m walking to work, it’s cars and cyclists that cause problems.
Who I perceive to be causing problems and irritation is entirely dependant on which form of transport I’m using at the time, even in the space of the same journey. Am I herding myself into the mass view of that form of transit, or just setting myself apart from the stereotype of each mass transport group?
It’s with a little sadness that I’m writing about the decision by Bauer Media to shelve Ditto.net – the social entertainment guide which I was fortunate enough to have been involved with for a time.
It’s an understandable decision by Bauer Media. Having apparently spent £1 million on funding the site and development, there wasn’t a huge amount of either revenue or growth becoming available. And it makes more sense to use the technology to enhance the already popular brands in the portfolio than to continue trying to develop an entirely new one which hasn’t quite made it.
It’s understandable – but not necessarily the right move.
With some tweaks and some more time I still believe Ditto could be a major success.
If anything the need for a product to filter the sheer volume of entertainment content available has become greater in the time since Ditto launched. The amount of text and video online outweighs the production output of the printing press and the celluloid camera by some considerable margin. And there are relatively few solutions that work effectively – and even fewer from any established media companies.
But building growth, particularly organic, sustainable growth, takes a longer amount of time to show a return than a comparable print launch, because the combination of purchase price and higher advertising rates in print make an instant impact against the costs. It took Twitter, Facebook, Digg, Ebay, Flickr etc a surprisingly long period to reach the exponential growth which gave them the ‘overnight success’ tag.
Combine that with a revenue model which relied on traditional display advertising sales, and there was always going to be a problem.
Having said all that, there were some really interesting successes, including the promotion of ‘The Rock Stars of Web 2.0’, in conjunction with Dave Cushman, and which showed how traffic and inbound links could be generated.
Still, at the end of the day I enjoyed a great learning experience helping the Ditto team (And just to clarify after a flattering mention on PaidContent, I was involved as a marketing manager, rather than a developer. Sadly I can only aspire to the technical skills to be a developer!). And the co-founders have and will continue to have great success – Colin Kennedy was recently announced as the new Editor of FHM, and Dhiraj Mukharjee will always be working towards something interesting.
My only regret is not pushing harder for the revenue model I proposed for the project (but that means it’s still up for grabs one day!), and never managing to get them to redesign the Ditto Blog!
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