Smart as a TV

SMART TV edit

It was your Christmas present to yourself; you are buying it this year; or waiting on the next best thing – slick and slim, Smart TVs are invading our living rooms. But this time they might be watching us. Continue reading

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The Future In 3D

By Rachel Walters, ADMA

The concept plane by Airbus to be made with a 3D printer in 2050, © Airbus S.A.S 2011

The concept plane by Airbus to be made with a 3D printer in 2050, © Airbus S.A.S 2011

“The future will happen with or without us, whether or not we decide to participate… if your next project is not aligned with the problems, needs, and desires of the future – the future will kill it!” – Thomas Frey, “Dean of Futurists” and Google’s top-rated futurist speaker.

Quotes like this from renowned futurists make “future-proofing” sound like a terrifying necessity. The concept of “future-proofing” evokes images of battening down the hatches to protect ourselves from the inevitable onslaught of chaos and change that technology will bring. But this is missing Frey’s point. Continue reading

It’s a Data Thing

Big and bold – Big Data is here and it presents a huge opportunity to mine a wealth of information that will boost your return on investment by means of measuring and improving business performance with data-driven decision making. Sounds complicatedly great, right?

However the investments in analytics can be useless and even harmful, if your organisation does not see a bigger, yet simpler, picture. Continue reading

FREE for Members: Building marketing share using behavioural traits of the shark

By Annette Bova, ADMA

Can you effectively grab market share from your competitors whilst protecting your own at the same time? Well according to Stefan Engeseth, author of the new book Sharkonomics, you can!

Stefan Engeseth’s  argues that applying the behavioural traits of the shark – hence Sharkonomics – businesses can significantly increase market share.

  • Move or die: Sharks move 24/7 most brands don’t.
  • Sharks work functionally but still they manage to create an emotion strong brand, with their triangle dorsal fin and jaws.
  • Sharks have been superior in creating ROI in over 420 million years and still are leaders in their territory.

So what can we learn from this? Through his research, Stefan has identified that taking market share from market leaders is about being aware, creating presence and punching above your weight.

Sharkonomics reveals the strong connections between how sharks and corporations develop their strategies. It outlines how businesses can be improved and strengthened by learning from one of Nature’s supreme predators.  The book builds on the universal truth that without innovation and visions, companies will not grow in today’s highly competitive business world.

Come along to a free Lunch n’ Learn to hear Stefan provide his insights on to grab market shareusing scenarios from companies such as Apple, CNN, Sony, GM, Google, Coca-Cola and Spotify to illustrate the enormous potential of all companies.

Members can come along for free and hear from Stefan.

Date: Wednesday 19th September
Time: 12.30 – 1.30pm
Venue: Westpac Bldg, Level 22, 275 Kent Street, Sydney NSW 2000
RSVP: membership@adma.com.au

`Marketing Week ranks Sharkonomics as one of 2012 marketing buzzwords.`

`Finally something new and fresh! Straight to the point!`
Tonje Elisabeth Aaroe, Industry Manager, Google

`You are swimming with sharks and you may not even know it. Stefan is your guide to not only surviving Sharkonomics but thriving in these adventurous economic waters.`
Brian Solis

`A stimulating read!`
Prof. Philip Kotler

More information:
www.Sharkonomics.com
www.DetectiveMarketing.com

Social Commerce and Brand Interaction

By ADMA

The intersection of technology, organisational change and culture has provoked some discussion of late; particularly the impact that social business is having on the way brands interact with consumers. In a world where businesses are increasingly transparent and where brands have to be comfortable naked, there are many challenges faced for companies when moving from a broadcast thinking to opening up a social dialogue.

The consumer sets the pace of innovation and technology by demand. As consumers continue to search for easier and more productive technologies, organisations invest more and more on trying to ‘see’ the consumer through data in order to make critical decisions, both marketing-wise and company-wide. Businesses are drowning in data more than ever before, yet surprisingly they still can’t fully visualise, or understand their customer.

As businesses tread carefully with this change that could substantially improve relations for their business, the Cluetrain Manifesto’s point is so important – Customers talk and the audience listens. 

Organisational refinements must be made to harness social platforms to drive business and build brand equity. How will organisations adapt? To find out the full story on social commerce and brand interaction, ADMA are hosting a FREE Member Exclusive Lunch n’ Learn from UK ITC Specialist, Will Morey – Monday 4th June. Seats are filling fast, so email membership@adma.com.au to register your interest now.

Welcome to the World of ‘Bring your Own Device’

By Hamish Fraser, Partner, Truman Hoyle Lawyers

Do you remember the technology of 2005?  Chances are you don’t, or at least you’ll be surprised at how far things have come in the last 6 years.

Mobile telephones were small and getting smaller and were mostly used to make phone calls or send text messages.  The cutting edge Blackberries let you receive and tap out emails on the road.  The iPod Nano was a 1 gigabyte marvel.  Personal computers ran Windows XP. Myspace was the hottest thing online.  Second Life was certain to be “the next big thing”. There was no Facebook.  There was no twitter.  There was no touch screen in your pocket.

Google Earth let people see their world in a whole new way, Google Maps wasn’t.  Mobile internet was unreliable and slow – if it was available at all.

The workplace tended to supply you with a more powerful computer than you had at home (who needed all that power at home) and if you travelled, you had a laptop and a mobile phone as well.

Today, most of us carry a smartphone for our personal use.  Perhaps in addition to our work phone, or maybe it acts as both (and it’s the same number you’ve had for 10 years!).  People are also buying tablets for their personal online content consumption as well as modest user generated content.  These devices are wired into a wi-fi network, or if there’s none, a high speed mobile data network and have mobile plans to cope with data needs that were unheard of in 2005.

In my family of 5, we have 10 3G devices and 20 wi-fi devices (some are both).  I will frequently sit at home with my family after dinner to watch a show on TV, with all of us also using laptops and possibly mobile phones at the same time (up to 16 screens!).

In a curious twist of fate it is the personal use of these devices (particularly some of the more powerful or ‘sexy’ ones) that is applying pressure back into the workplace to enable employees to use them for work use as well.

Welcome to the world of Bring Your Own Device or BYOD.

Compared to the rapid change in personal computing power in the last 6 years, Corporate IT departments and their associated use policies, tend to move more slowly or at least try to (and usually with good reason).  In an ideal world a business’ hardware and software would be “locked down” for ease of maintenance and security and employees wouldn’t use Facebook or tweet on the job.

Clearly we don’t live in an ideal world.

Rather than fight this wave, or at least in response to it businesses are embracing, or at least considering, BYOD and allowing employees to use their own devices to connect to corporate IT infrastructure.  Indeed BYOD can have many benefits, including cost savings and flexibility of employees that are always connected as well less exposure to hardware and software obsolescence and, hopefully, happier employees!

But BYO computing introduces new challenges.  Such as:

Security of corporate information: 

  • What data does your employee have on his or her tablet?  Possibly a lot!
  • How can you protect that data?
  • Can it be cleared remotely if lost or stolen?
  • How do you educate employees about that risk and manage it?

Privacy of personal information:

  • Where is the line between what’s the company’s and what’s the employees
  • What happens when they leave
  • What about any inappropriate content.  It might be OK at home, but not at work…
  • Can the employer access it to retrieve or check data

Ownership of device:

  • Usually this is easy, but what about the information on it or “cleaning it when they leave
  • What happens if work subsidises the device?
  • What about FBT or simple deductibility?
  • Who has to insure and maintain it?
  • Who must obtain software licences

All of these issues are manageable if they are properly thought out in advance.  The biggest problem we face at the moment is they simply are not as this change is happening so fast that we barely have time to stop and think about these things.  Every now and then though, we need to.

Before you allow your staff, even the CEO, to BYOD, you should as a minimum ask yourself the questions above and based on these answers, draft a suitable policy.

To wrap up I recommend any company considering BYOD adopt the following steps:

 1.             Will you allow BYOD (you may have no choice)?

2.             If you will, what functionality will you allow users to have. If it’s just email, have you thought about document storage or finance data?  Again you may at this stage have no choice.

3.             If you give full access, confidential information is now on the device, how will you manage that risk?  Will you buy security software to remotely wipe it or make the employee liable for any loss?  Both are difficult, but can you afford to just “chance it”? If the answer is no, then you need to decide what you will do.

4.             Do you want the right to monitor the device including reviewing and perhaps deleting their content at any time or only when they leave?

5.             Once you have answered the questions above, draft a policy that is consistent with your answers needs to be prepared and then make sure your staff understands it.