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在线 | online | 온라인으로 工艺学 | technology | 기술 无孔不入技术 | web of no web | 보급 기술

We know where you are

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I went to Blockbuster yesterday evening and noticed amongst their staple of Will Smith films is the spy thriller Enemy of The State. A key part of the plot is the ease with which NSA government spies can track Will Smith through the use of sophisticated computers and satellites. Move forwards ten years and now through the power of Twitter this technology is available to man on the street.

Twitter has announced plans to become location-aware, incorporating geo-location data into presence data. The will be releasing an API, which means that clever techy people will be able to use this data in lots of different ways. Other services like photo-sharing site flickr have incorporated the ability to handle and use geo-location data for a while, and travel network Dopplr makes use of location ‘middleman’ service Fire Eagle to put the where into your profile.

For the non-technical among us, taking advantage of these services has been made easier as a number mobile handsets are including GPS, allowing their location to be recorded and shared, previously this would have required a separate module connected to your phone by Bluetooth and complex software. Now its indistinguishable from magic.

What does this mean? Communities can organise themselves based on neighbourhood, meet-ups are easier to launch and for PRs it will be even easier to creatively marry real-world experiential activity with an online community.

What do I need to know about or join? I would recommend setting up a flickr account if you haven’t done so already and look to join Fire Eagle so you can see the various different ways that location data can be used. Finally I would recommend that you subscribe to geobloggers by Dan Catt, one of the pioneers in this area.

Have a great weekend, just remember they know where you are.

Archived from blog posts I wrote for PR Week

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媒体与艺术 | culture | 미디어와 예술 市场营销 | marketing | 마케팅 无孔不入技术 | web of no web | 보급 기술 无线网络 | wireless |무선 네트워크 日本 | japan | 일본 消费者行为 | consumer behaviour | 소비자 행동

Girl shopping with a Japanese mobile twist

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Tokyo Girls Collection and Shibuya Girls Collection are twice yearly events held in Tokyo ran by blogs Candywalker.com and Girlswalker.com that highlight the latest Japanese fashion ranges to young women.

The events attract 20,000 attendees. What is very impressive about the events is:

  • The tight integration of the live experience with an e-commerce and m-commerce experience
  • The amount of major sponsors like Toyota and Coca-Cola for these events
  • The huge brand power that these events have developed. Lawson, a challenger convenience store brand (think 7-Eleven) have collaborated with Tokyo Girls Collection on a limited edition tea drink
  • The cross-over between media and retail business that TGC and SGC represent

The data that they’ve gathered about their attendees show an impressive engagement with the online internet.

 

mobile internet minutes per day JPG

Attendees spend 98 minutes a day on the mobile internet.

 

mobile commerce experience JPG

70 per cent have ‘experienced’ m-commerce in the past year. Kawaii doesn’t only mean cute, but serious spending power and mobile connectivity.

Why they work (thanks to my friend Junko Furukawa for this insight):

  • SO….Models ARE the key to the event. There are models and dokusha-models. (These are chosen among actual readers of the magazines as “representatives”.  They are more attractive than average readers but not pretty enough to be actual models). Those models have fans who want to be like them, and with dokusha-models, you can relate yourself more
  • Why would women order clothes without trying them on, feeling the fabric, quality of the finish etc? Everything is centralised in Tokyo including clothes stores.  Unlike Top Shop which has branches all over the UK, those “select shops” are only in Tokyo, so girls living elsewhere have no choice but to resort to online shopping or m-commerce. Many girls buy exactly the same stuff models wear on magazines, so they don’t actually “need to” try them on.  The dokusha-models are the key here as well in terms of pre-purchase reassurance
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无孔不入技术 | web of no web | 보급 기술 无线网络 | wireless |무선 네트워크 消费者行为 | consumer behaviour | 소비자 행동 电信 | telecoms | 통신

Postcard from Liverpool

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In some ways trips to see family and friends in Liverpool have become an anthropological aspect to them. I get outside my media industry / early adopter bubble and get to see how the general public use technology and the internet.

Whilst 2008 will go down in the annals of history for the housing bubble going pop!, the banking system collapsing and the world’s largest Ponzi scheme having been discovered; in gadget terms it seems to have been the year of the GPS system.

My Dad purchased a GPS unit from discount supermarket Aldi; it seems that they have been stocking GPS units on a regular basis throughout the year. He doesn’t do much personal driving beyond his local area, but does for work purposes so the units detachable nature and voice instructions were invaluable for him in his job.

It was interesting that all the drivers in his business had bought their own GPS units; and GPS unit map updates and device comparisons had joined the discussion topics that they had at work complementing the best PAYG mobile phone tariffs and last night’s football results and the performance of their lottery syndicate.

My friends told a similar story: one of them who is a professional driver uses a Tom Tom  unit, he gets the latest maps and exchanges tips and hacks with other users. The killer apps of the Tom Tom was its superior data about speed cameras which he felt was essential to keep his license. Radios and recorded music were used a lot less whilst driving as the satnav took over.

There seemed to be a small community for third party applications and utilities that improved the devices further.

Devices that were built into a vehicle were dismissed because they were hard to update or optimise. Mobile phone mapping like Nokia Maps and Google Maps were rejected because they didn’t have a big enough screen, traffic data or speed camera locations.

Mobile phones were seen as disposable, particularly as they used different phones to take advantage of PAYG tariffs. Typically there was a work phone and a weekend phone, or a voice call phone and a phone for text messages.