With crazy-high download speeds being provided as an alternative to mobile data while you traverse city blocks, it might seem like the connectivity gods have answered our prayers. Joanna Stern of the Wall Street Journal found that she could download a 2-hour film weighing 1GB in a mere 45 seconds while standing near one NYC’s WiFi booths – part of LinkNYC. Having such incredible speeds as pedestrians will do wonders beyond causing the increased annoyance of “pedi-pileups” while distracted walkers screech to a halt to respond to texts, emails and now, videos.
While LinkNYC/CityBridge is just the latest to join Google, Boingo and others to provide really fast municipal or public connectivity wherever you are, its business implications on the growing Internet of Things is huge. Rather than requiring data access for every device – like what’s in play now – we’ll be able to leave our devices on Wi-Fi only and still have full functionality for a fraction of the cost. For those who bought Family packages from T-Mobile or Verizon and used up half of the accounts on their multiple array of devices, this allows them and everyone else to take on more mobile products that require connectivity without having to worry. Certainly, this changes the economics for the consumer, the data seller and the product/app distributor…
What we will have to worry about – and what Stern does a solid job of laying out options to protect against – is the increased opportunity for hackers to access our information. Whether by faking-out our devices or purely taking advantage of our protective naivete on these networks, there will be hundreds/thousands of ways to gain access to our hard-won stuff (files, photos, messages, posts, passwords, fetishes – whatever we’ve deemed necessary to save on our devices) while we walk the streets.
But, knowing how much this connectivity can help us live our lives, we can gain a small bit of insight on how to protect ourselves from Stern. And, while it’s odd that we might have to pay to protect ourselves from free offerings, it will hopefully be worth it in the long run. Just be sure to have someone test the (big) apple before you take a bite.
Posted in Core, Innovation, Paid Media, Product Development, Ruminations, Strategy
Tagged CityBridge, Cybersecurity, Joanna Stern, LinkNYC, Mobile Data, Wall Street Journal, Wifi
In a brilliant PR (err, News) move, the retailer, Abercrombie & Fitch has launched its first salvo against the use of its brand by the MTV’s Jersey Shore cast. They have effectively made the public offer to Michael “The Situation” Sorrentino that they will pay him to stop wearing their clothes. The fact that the brand’s target audience is exactly the audience that is a fan of the show and the network it airs on.
With that in mind, it could be considered to be a risky move at first, but it is actually perfect. They have handled it with an exquisite touch. The news release from Abercrombie on Tuesday used phrases like “deep concern” concern about the use of the brand by Sorrentino. Rather than reporting on discussions between the brand and the reality-star, they actually used the public release as the vehicle to make the offer of “substantial” compensation if he would just stop.
You can read a lot more of the detail on the Wall Street Journal’s website in an article by Elizabeth Holmes.
The reason why this strategy rings so true to me is in how it relates to everything that I found wrong when I wrote about WTForever21 back in June. Forever 21 could have solved their issue smartly if they actually thought in a way that would resonate with their users instead of being litigious or grossly adversarial. Obviously, there are strong differences between the Forever 21 issue and this Abercrombie “situation,” but the target audiences are absolutely similar. Abercrombie was just smarter about how they could “manage” adversity and “brand image concerns” to bring a positive return.
Not only did the Abercrombie CEO, Mike Jeffries, bring the topic up in his quarterly earnings conference call on Wednesday morning, he mentioned that “We’re having a lot of fun with it.” An MTV spokesperson even made the comment that “We’d love to work with them on other ways they can leverage Jersey Shore to reach the largest youth audience on television.” Both of these comments and all the buzz around the entire thing are the byproduct of being smart about the PR strategy, timing and messaging to make something that could be an issue into something that is generating positive attention and even opening the doors to further growth. It remains to be seen how Sorrentino will benefit other than the “substantial” compensation, but the whole thing certainly can’t hurt.
Ultimately, its a smile-inducing study on a proper resolution for a brand attempting to steer the direction when it is being led to a possibly undesirable position. Holmes references some other brands that have tried to do the same with varying tactics. What it all comes down to is knowing your actual audience and your intended audience so that whatever strategy you devise is able to positively engage the intended without damning any revenue streams. Whether it is entertainment, retail, service or any other business – Success is always about the story, the audience and the delivery.
The "Situation" in Vegas - WireImage/Getty Images
Posted in Core
Tagged Abercrombie & Fitch, Communication, Elizabeth Holmes, Forever 21, Jersey Shore, Michael "The Situation" Sorrentino, Mike Jeffries, MTV, Opportunity, PR, Storytelling, Strategy, Wall Street Journal