Category: web of no web | 無處不在的技術 | 보급 기술 | 普及したテクノロジー
The web of no web came out of a course that I taught at the La Salle School of Business at the University Ramon Llull in Barcelona on interactive media to a bunch of Spanish executive MBA students. The university wanted an expert from industry and they happened to find me by happenstance. I remember contact was made via LinkedIn.
I spent a couple of weeks putting together a course. But I didn’t find material that covered many of things that I thought were important and happening around us. They had been percolating around the back of my mind at the time as I saw connections between a number of technologies that were fostering a new direction. Terms like web 2.0 and where 2.0 covered contributing factors, but were too silo-ed
So far people’s online experience had been mediated through a web browser or an email client. But that was changing, VR wasn’t successful at the time but it was interesting. More importantly the real world and the online world were coming together. We had:
Mobile connectivity and wi-fi
QRcodes
SMS to Twitter publishing at the time
You could phone up Google to do searches (in the US)
Digital integration in geocaching as a hobby
The Nintendo Wii controller allowed us to interact with media in new ways
Shazam would listen to music and tell you what song it was
Where 2.0: Flickr maps, Nokia maps, Yahoo!’s Fireeagle and Dopplr – integrated location with online
Smartphones seemed to have moved beyond business users
Charlene Li described the future of social networks as ‘being like air’, being all around us. So I wrapped up all in an idea called web of no web. I was heavily influenced by Bruce Lee’s description of jeet kune do – ‘using way as no way’ and ‘having no limitation as limitation’. That’s where the terminology that I used came from. This seemed to chime with the ideas that I was seeing and tried to capture.
Is Open AI the equivalent of Sir Hiram Stevens Maxim? Maxim invented the Maxim gun. A belt fed machine gun that helped colonial powers grab territory in the scramble for Africa. It was reputedly used by one British official to help clear game from land that was soon to be put to farming use in Kenya. Later on it was used by both sides in the Russo-Japanese war and World War 1, due to Maxim’s business associate Sir Basil Zaharoff.
Investors are betting that Open AI will have a similar role in the battle shaping out between tech giants over generative machine learning related processes.
Sam Altman of Open AI
When a company that has issues with making profits can raise money at a valuation of $85bn, it becomes abundantly clear that investors in generative AI have taken leave of their senses
I can understand the argument that Richard Windsor is making with this argument. While others might point out how dominant funding drove Amazon’s present-day monopoly, there are other precedents like Netscape, General Magic, Uber and WeWork that others can point to.
There are bigger questions about whether the LLM approach is in itself a limited model to pursue? If so, Open AI could look more like when IBM bet the farm on Josephson Junctions. The use of synthetic data implies that LLM scaling might already be at its limit. Nvidia looks like a better bet from this angle despite its own extremely high valuation.
Brand purpose has a lot of issues, but it’s worthwhile bearing in mind the kind of marketing Unilever was pushing out prior to buying fully into the concept. These efforts came to light from social sharing about the the British ‘vulgar wave’ that contextualised Russell Brand.
Unilever Heart Brands UK
While China’s ads skewed conservative compared to the UK’s vulgar wave of 1997 – 2012, this Axe (Lynx in the UK and Ireland) ad isn’t exactly on brand purpose. The spokesperson in the advert is Edison Chen. At the time Chen was a star in Hong Kong’s entertainment circles. But getting involved in street fights and a leaked hard drive full of pornographic images of girlfriends he dated meant he withdrew from the industry. Now he is better known for owning streetwear brand CLOT.
Dove Sparks Boycott Calls Over New Partnership—’Never Buy Them Again’ | Newsweek – controversial question, but have Unilever gamed out that conservatives are more likely to use Irish Spring or similar products over Dove? I suspect that there might be something in the semiotics of cleanliness in this. African Americans by contrast might have challenges like ashen skin that would benefit from soap that cleans and moisturises, hence the popularity of shea butter based products.
Hong Kong
Architect Demi Lee on Kowloon’s Walled City. The comparison with the idea of rhizome was very interesting.
Ideas
Demi Lee’s video on how elements of cyberpunk are leaking into our current reality.
Beauty masks have been mainstreamed by the mainstreaming of Asian beauty culture norms. There isn’t the faff of having to make something up or smear something on. Instead, pop the mask on, leave it on for a specified time (usually 15 minutes) and peel off. If Switzerland is the home of fine watchmaking or chocolate; then South Korea is the home of beauty masks. Beauty masks are really relaxing to pop on whilst bingewatching a show or film series.
This footage of beauty mask manufacture in Busan South Korea intrigued me. I was surprised by how small scale production was in this factory, even though it’s a batch manufacture process, I was expecting greater scale given how ubiquitous Korean beauty masks are.
Can Echo Finally Break Through in Home Automation? – Amazon has expanded the Echo line to include models that are tailored to certain use cases and certain rooms – like small screen models for bedside, large screen models for kitchens, high quality speakers for living rooms and dens, and small, inexpensive models for everywhere. We see efforts to get Echos into multiple rooms in Amazon’s promotions, where they sold multiple device packages of the least expensive models in the early days, and aggressively discount a variety of models regularly throughout the year. Amazon clearly has room to go in pursuing this strategy. Nine years in, most Amazon Echo owners still have only one device. In the most recent twelve-month period, 69% of US Echo owners have one, and about one-quarter have two or three
You need to talk to your kid about AI. Here are 6 things you should say. | MIT Technology Review – a variant of sage advice for everyone 1. Don’t forget: AI is not your friend 2. AI models are not replacements for search engines 3. Teachers might accuse you of using an AI when you haven’t 4. Recommender systems are designed to get you hooked and might show you bad stuff 5. Remember to use AI safely and responsibly 6. Don’t miss out on what AI’s actually good at
Move over AI, quantum computing to be most powerful technology | VentureBeat – Leaders in the military and cybersecurity community believe that quantum computing could become a potentially serious threat in 4 – 6 years. Quantum computers have been proven to vastly outperform traditional computers on specific sets of problems. A vastly outperforming computer like this could pose a serious threat to cybersecurity across several critical industries like banking and logistics. While potentially impactful in the future, the technology is currently limited by a lack of ability to reduce probabilities of errors. Extreme temperatures required to operate the computers are also a barrier.
Enquire Within tends to appear in book collections for people of a certain age, or, where the book collector has inherited part of their collection. Spending time on the family farm in Ireland during my childhood, I used to see a copy of an early 20th century vintage sit next to a dog-eared copy of Old Moore’s Almanac (not to be mistaken for a separate UK publication: Old Moore’s Almanack), Old Moore’s was used for deciding what to plant in the garden besides potatoes.
During the bank holiday weekend, staying with my parents, emergency works on a water main managed to take out the broadband and electricity along their road. I went back though my Dad’s boxes of books and leafed through my parents copy of Enquire Within. My Dad thinks he had received the copy as a gift from a the owner of a second hand book store in Birkenhead market right after he had moved into the first house that my parents had bought. But he can’t be certain. Given that the outer gloss paper wrap around the hardback inner cover uses a font that looks similar to Eurostile and the price is in decimal – I guess it’s from the early to mid-1970s.
Enquire Within could be thought of as a primer for everyday life. Topics included how to play a variety of card games, basic first aid, the basics on taxation and education with the addresses of the UK government departments responsible. There was a travel section with a few paragraphs on every western European country, which had been written by the Financial Times travel correspondent. The gardening section went into much more depth explaining what a hardy annual and hardy perennial were, alongside the correct way to build a compost heap, how to dig drills and prune roses.
At the back there is an exhaustive list of children’s names together with their meanings.
Enquire Within and the origins of the web
What I didn’t find out until later on was that Tim Berners-Lee was partly inspired to create a predecessor to what would become the world wide web by a Victorian vintage copy of Enquire Within that was in his parents house when he was growing up. The system was called ENQUIRE and seemed to be similar conceptually to HyperCard or a Wiki. The World Wide Web came out of Berners-Lee’s efforts to integrate disparate systems including ENQUIRE together to facilitate better collaboration between CERN research projects.
This video on money laundering is as much of interest for the phenomenon of quality documentaries on YouTube as it is for recycling known truths about HSBC.
The Forrester Wave™: Commerce Search And Product Discovery, Q3 2023, Surfaces The Challenges Of AI Unchecked – Don’t let buzzwords distract you from what your customers — and your business — need. Vendors often use their own terminology, especially in a market that hasn’t had a Forrester Wave evaluation in place already. One will talk about how extremely relevant their results are, while another will scoff at “relevancy” as outdated methodology. You’ll hear semantic, vector, hybrid, ML, AI, and all sorts of branded names for products and functions
Security
The Cheap Radio Hack That Disrupted Poland’s Railway System | WIRED – the ability to send the command has been described in Polish radio and train forums and on YouTube for years. “Everybody could do this. Even teenagers trolling. The frequencies are known. The tones are known. The equipment is cheap. – This reminds me of the blue boxes used for phone phreaking decades ago.
Adobe’s AI diversity auditor | Patent Drop – is seeking to patent a system for “diversity auditing” using computer vision. Essentially, this system uses facial detection and image classification to break down photos of employees and slot them into categories based on certain physical traits and characteristics. Adobe’s system looks through several images and detects faces in each one, then classifies each face based on a predicted “sensitive attribute” relating to “protected classes of individuals,” such as race, age or gender. For example, Adobe noted, this system may classify images from a company’s website, then compare its predictions to a “comparison population.”
Technology
Mexico’s Microchip Advantage | Foreign Affairs – there are significant hurdles to making Mexico a bigger player in supply chains for chips and advanced technologies. The country lacks its Asian rivals’ existing networks of high-technology firms. Until now, investments in the sphere have been sparse. To change this situation, Mexican political and business leaders need a clearer strategy for attracting semiconductor investment. The dividends, both for Mexican industry and for U.S. supply chain security, could be significant. Today’s large-scale shift away from China-focused assembly operations offers a once-in-a-generation opportunity to create a more fully integrated North American semiconductor and electronics supply chain. Despite the United States’ major involvement in many segments of the chip industry, there is at present hardly any semiconductor packaging or assembly in the country and very little anywhere else in the Western Hemisphere. The United States maintains a leading role in R&D-intensive segments of the semiconductor industry, including chip design and manufacturing equipment. The CHIPS Act is intended to increase the amount of chip fabrication in the United States. Yet neither the United States nor any country in the Western Hemisphere plays a major role in the final stages of the chip manufacturing process—assembly, testing, and packaging (ATP)—in which semiconductors are tested and assembled into sophisticated packages. The Western Hemisphere also does relatively little assembly of advanced electronic systems that require a lot of chips, such as consumer electronics.
I wish gatekeeping was a thing back in 2005 and 2006 when I was working on the international launch of Yahoo! Answers. The problem that we had was getting people to contribute answers to questions. Gatekeeping and the exhortation to not gate keep is about sharing knowledge and opinions freely – an in real life version of what we saw in early social publishing. Ironically gatekeeping stands in sharp contrast to oversharing as a social faux pas. The kind of knowledge that concerns about gatekeeping is particularly opposed to is opinion based knowledge or NORA.
Now ‘your jam’ is no longer your jam, but instead offered up to be other people’s jam instead. Your individuality ready to be cloned at a moments notice. Will everything descend to being ‘basic’ or mainstream? Does it disincentivise possessing good taste?
What the Internet’s Use of ‘Gatekeeping’ Says About Power – The rise of “Don’t gatekeep” has reframed keeping things to yourself as a selfish act. But not everything is for everyone! And sometimes the act of sharing does more harm than good. I’m thinking of how Anthony Bourdain felt conflicted about sending droves of tourists to mom-and-pop restaurants. I’m thinking of gentrification and what happens when certain neighborhoods are positioned as hidden gems.
Study Times op-ed shoots down new policy options | Pekingology – translation from an article from the Study Times. Comments on infrastructure are particularly instructive in terms of the view point that they reflect: To debunk views such as “infrastructure overcapacity is wasteful,” “promoting infrastructure equates to taking the old path that’s inconsistent with high-quality development,” and “limited space,” it’s crucial to fully understand the role of infrastructure investment from a holistic perspective of national economic development. Infrastructure investment doesn’t only interact with the expansion of aggregate demand to stabilize economic operations, but also enhances macroeconomic efficiency, improves people’s living standards, and robustly supports high-quality development. Overall, there’s no issue of excessive infrastructure. On the contrary, there are areas that hinder the efficiency of the national economy and the improvement of people’s living standards. China’s per capita infrastructure capital stock only accounts for 20% to 30% of the developed countries, and public facility investments per rural resident are only about a fifth of an urban dweller, indicating potential for investment
McDonald’s Hong Kong and Kevin Poon “Coach McNugget Art World” Exhibition | Hypebeast – via Ian at Deft. This was to celebrate 40 years of the McNugget. McDonald’s have always done some smart cultural marketing work in Hong Kong (such as an McDonalds Big Mac themed issue of Milk magazine). Hong Kong seems like a natural home for these things, I remember activating a Coke Zero x Neighborhood collab while there.) But it isn’t only a Hong Kong thing, McDonalds has done some strong cultural marketing internationally as well: from the Cactus Jack happy meal to a bounty programme for rappers that namedropped McDonalds on their mixtape over the years. As my friend Ian observed this is at odds with their current UK positioning ‘ McDonalds is the perfect place for estranged parents to meet their kids for awkward conversations’. The implication in that McDonalds restaurants are a lower rent third space (than Starbucks or Costa) positioning. I have welcomed their value-priced coffee and breakfasts at the end of an all-nighter on a pitch or a long drive. But the UK’s the third space aspect loses all the joy that McDonalds manages to imbue in their children experiences – the treat, the birthday party, the expectation of picking up a much wanted toy in a happy meal. The child to adult disconnect in the experience is something cultural marketing like this can help bridge if done in the UK.
Hong Kong’s corporate lawyers test boundaries as Beijing’s influence grows | Financial Times – legal practitioners, including corporate lawyers, are concerned the broadening scope of a sweeping national security law could jeopardise the independence of the city’s legal system, a legacy of British administration, as Beijing tightens its grip. “There is general concern . . . that people are not fully understanding where the boundaries lie,” said a senior corporate lawyer with a global firm who has worked in Hong Kong for more than two decades
Daring Fireball: ‘Changes to U.K. Surveillance Regime May Violate International Law’ – As I see it, the most likely outcome is that the U.K. passes the law, thinking that the grave concerns conveyed to them by the messaging services are overblown. That the platform providers are saying they can’t comply but they really just mean they don’t want to comply because it’s just difficult, not impossible. And when it becomes law, the platforms will hand it off to the nerds, the nerds will nerd harder, and boom, the platforms will fall into compliance with this law. That’s what they think will happen. What will actually happen, I believe, is that E2EE messaging platforms like WhatsApp (overwhelmingly popular in the U.K.), Signal, and iMessage will stop working and be pulled from app stores in the U.K., full stop. The U.K. seems to think it’s a bluff; I don’t
Singapore
Money Laundering Bust Puts Foreign Wealth in Singapore on Notice | Asia Sentinel – if that occurred at the behest of the China then we’re likely to see flight overseas from Singapore. It’s also interesting that these raids have come soon after China arrested a Shanghai immigration consultant to get hold of their database of UHNWI overseas (predominantly in the US). They second question I had would be why Singapore would cooperate with China on this?
Software
Now is the time for grimoires – by Ethan Mollick – With the rise of a new form of AI, the Large Language Model, organizations continue to think that whoever controls the data is going to win. But at least in the near future, I not only think they are wrong, but also that this approach blinds them to the most useful thing that they (and all of us), can be doing in this AI-haunted moment: creating grimoires, spellbooks full of prompts that encode expertise. The largest Large Language Models, like GPT-4, already have trained on tons of data. They “know” many things, which is why they beat Stanford Medical School students when evaluating new medical cases and Harvard students at essay writing, despite their tendency to hallucinate wrong answers. It may well be that more data is indeed widely useful — companies are training their own LLMs, and going through substantial effort to fine-tune existing models on their data based on this assumption — but we don’t actually know that, yet. In the meantime, there is something that is clearly important, and that is the prompts of experts.
Trybals is a YouTube channel that features people from the less developed parts of Pakistan and asks their reactions about different aspects of the modern world. It’s an interesting bit of anthropology. In this episode the panel gets to try a VR experience.
What prompted me to write about Geico advertising was a stream of news from marketing services companies about the state of technology company advertising. At the time of writing Stagwell are just the latest marketing services firm after S4, IPG, Omnicom and WPP have pinned declining profits on a reduction in technology company advertising spend. Then this story broke about Geico advertising: Insurer Geico made more money after benching its famous gecko | Quartz – and my first reaction was that the wrong lessons might be taken away from this.
Geico advertising – a primer
Geico îs an unfamiliar name to most people outside of the US. If you’ve read American magazines chances are there was a print ad or two in there with their iconic Gecko spokesperson. It’s a similar case on American television.
Geico advertising and their Gecko are as familiar to Americans as the meerkats of Comparethemarket.com are to your average Brits.
The truth about technology marketers vs. Geico advertising
Having worked with technology brands on and off for the past three decades, I have enough experience to know that generally, they aren’t great marketing organisations.
Coinbase’s Super Bowl ad drove traffic to a site that fell over.
Geico reinforced brand equity in the insurance space and pointed out their 24-hour claims hotline (I imagine that this isn’t an exclusive feature, but you wouldn’t know it from the advert).
Growth mindset ≠ marketing mindset
As organisations, they have a growth mindset, but not a marketing mindset. Before the internet, this meant a powerful field sales force organisation and marketing meant a bit of branding / design work coupled with case studies for the sales people. With the internet came constant iterative ‘growth hacking’ on digital channels, that mirrors agile software development rather than the best practices of marketing science.
There is a good reason why organisations like the Ehrenberg-Bass Institute for Marketing Science are supported by FMCG manufacturers, luxury goods makers, media companies, marketing services firms and pharmaceutical companies, BUT has no technology company sponsors.
The reasons are cultural in nature:
Engineering – if I haven’t heard of it or invented it then it’s not valid and you’re just a suit. At best great product is the marketing – and that’s great if you have a clearly differentiated great product which is self evident. The engineering mindset is also why they trust adtech and marketing automation services which outsource your marketing communications approach to a black box
Sales – marketing is just support. Which is the reason why my early clients (like old school Silicon Valley royalty LSI Logic) promoted long serving secretaries and administration staff into marketing roles
Even if they had a marketer who knew about Ehrenberg-Bass they wouldn’t be able to get in buy-in from the wider organisation to participate and they’d likely be fighting other dumpster fires elsewhere
Secondly, their laser focus on data affects their outlook. To paraphrase the comedian Bill Hicks: they know the price of everything, but the value of nothing. Because they are only looking at short term data. Great marketing and advertising also has long term effects that both screws with the short term marketing data focus.
Marketing and growth hacking are considered synonymous. It would seem ridiculous for me to to claim in any large marketing orientated organisation that sales and marketing are synonymous. The differences and complementary aspects of both would be well known. Yet in technology companies, this isn’t the case.
By contrast Geico as a brand is an organisation who understood marketing. You make your car or house insurance decision at best once a year (though there is friction in making a change).
The technology sector approach would be for Geico to bid on search ads and aggregators to acquire customers and then do direct mail or email when it comes to renewal times. But Geico advertising does something different. Geico advertising builds mental framework, so that Geico means car insurance and will be one of the brands that you consider.
This achieves a few things:
You are less likely to move away from Geico, you may not love them, but searching for an alternative might be too much of a hassle.
You may be reassured that you have chosen ‘the’ car insurance
It helps new customers get over the ‘which car insurance company to choose’ decision
It helps with upsell on the products due to the reassurance of the brand
Technology companies deal with these problems in a slightly different way:
Certification of engineering staff. If you are Microsoft certified or Cisco certified, you are less likely to use open source software or Juniper Networks products respectively. It would be against your self interest and the investment in terms of time and money that you have made in your self development
Contractual lock-in – self explanatory
Technology lock-in. You can put your data or programming code into a particular system, but its much harder and more expensive to move on to another system
Owning the entire technology stack. This is the approach that Adobe Systems have taken, gradually acquiring over the years the entire marketing, workflow and creative systems used by ad agencies, media agencies and their clients
So why was Geico advertising spend cut?
This is the crux of my point about how the wrong lessons might be taken away from the Geico advertising spend cut, with no ‘apparent’ impact.
There are a number of good reasons why Geico made the cut in advertising spend:
There was a cut in insurance sector advertising overall, so that Geico maintained or even grew its relative share of voice while spending less. This should see it emerge with improved economic performance over time. Procter and Gamble became the behemoth it now is by INCREASING advertising during the great depression of the 1920s. So the idea of relative share of voice and its relationship to market share is older than I am. Further more research by the IPA has found that holding or increasing relative share of voice during a downturn has a positive impact for business performance over a five year period
Geico may have managed to make some efficiency gains, this is most likely to occur in brand activating activities
There is also a bad reason: saving money in the short term. Kraft Heinz cut marketing to the bone under the guise of zero based budgeting (ZBB) – which made a mockery of ZBB as a concept. Kraft Heinz shares massively underperformed and were down 60% in the last 5 years, compared to the S&P 500 having gone up 69%. If Geico is following this route then it bodes ill for the long term performance of the business.
Without us knowing the real reasons and focusing on the short term measure, it reinforces a growth hacking mindset.
Hard times mean no sustainability premium in North America | WARC | The Feed – every single economic recession this comes around and marketers are surprised. Time to pay attention to what the longitudinal research data says. I really like the work that Gallup have done on macro trends and the American consumer, in particular their work on attitudes to the environment.
‘Pokémon Sleep’ Review: Sleep-Tracking Game Made Me Into Snorlax – gamifying sleep. Pokemon Sleep has surged to 3.2M global downloads and an estimated $130k in daily revenue according to SensorTower data. The app ranked in the top 5 in the U.S. Games charts. It’s even more popular in Japan (the home of Pokemon), where it’s number 1 across the App Store categories
Using attention to scale creative excellence at Mars | WARC – Sales, distinctive assets, and attention to advertising are the go-to metrics to guide marketing decisions at Mars. Mars use Attention as a pre-testing tool, to inform creative choices in digital and also proxy in TV. Mars believe that an execution with a better attention score will travel across media channels better and will be a safer bet for you when you need to make a choice. Measuring Attention is a key element in helping us improve the creative hit rate. Advertisers should question how they measure consumer responses and focus on measures of real consumer behavior.
