Google Annouces OS

If you haven’t heard yet — Google announced that they will be launching an Operating System this fall.  WHAT!  Let that sink in a bit because the OS wars are on.  In retaliation Microsoft will be announcing completely online versions of Office next week.  Here’s a couple articles to get the scoop:

Why Chrome OS Now? Because Microsoft Office In The Cloud Comes

Monday.
Five Things Google’s Chrome OS Will Do for Your Netbook

What this means for marketers:

• In the short term probably nothing.  It will take awhile for Chrome OS to gain a meaningful audience
• Google will be a very powerful challenger to Microsoft.  Remember that Google has the Android phone operating system out there. And Google has a version of Office (Docs and Spreadsheets) available through Google Docs.
• Software applications will become distributed through an iPhone Ap Store like model — where the application is either subsidized by advertising/sponsorship, sold for a couple bucks, or on a subscription fee.  Marketers will have new opportunities to engage the audience through innovative value add software.  Imagine being able to communicate with your car through your computer’s Bluetooth connection.  Owners could tweak engine performance against fuel savings from their living rooms.
• Yes, you could do that now — but two things are different.  1)  Everyone will be able to distribute software to the consumers PCs through the open online catalog Chrome will bring.  And there will be a lot of people making and sharing great software (see Iphone Ap Store or Wordpress add ons). Software that doesn’t need to be installed on the PC.  2)  All of your toys will be sync’d up.  Since the software is internet based you’ll be using the same applications on your home PC, work PC, and Cell phone.
• Microsoft’s move to put Office out as an internet based application signals the start of the end of packaged software.  If you’re in the packaged software business (production or retail)  it’s time to rethink the business.  This also goes for Video Games.
• Rob’s prediction:  Apple will deploy a version of the Mac OS that runs through a Safari Browser that will work on any computer with internet access.

Things will be getting pretty interesting.  In the next couple years how we view computers will complete change:

1) Current Paradigm =Chip Set + Hardware Manufacture + Operating System + Installed Software + Internet Browser.

example:  Intel + Dell + Vista + Office + IE

2)  New Paradigm = Chip Set + Hardware Manufacture + Internet Browser / Operating System

example: Intel + Dell + Chrome

Notice that Microsoft’s core is now gone — wow!

eMarketer Data

eMarketer posted these data points on getting through to the teen market (Link Here).  I have a BIG issue with this data. As presented the data completely fails to point out that advertising is no longer just about mass broadcast.  When the Teens respond that “Social Networking”, “Video Games” and “Texts” are not great ways to advertise to them they are thinking about traditional advertising — mass media broadcasts.  Of course they would score low — kids don’t want to be interrupted by advertising when playing video games, socializing with their Facebook friends, or texting.

Don’t discount these channels based on this data.  Instead, understand how to use these channels to ADD VALUE to the conversation.  Advergaming is a very effective way to engage consumers in a way that they wouldn’t consider “advertising”.  Applications that truly add value like the Kraft’s iPhone application is not considered “advertising” buy the consumer.  Texting in your American Idol vote is not considered an AT&T ad.  These are examples of ADDING VALUE — not broadcasting an ad.  To gain future generations attention marketers need to stop thinking about the “ad” and start thinking about adding the value.

I’m currently going through some exercises that will require our organization to figure out who “owns” what part of the Social Networking marketing mix.  There are several ways to go, but my challenge is to maximize the value we bring to the consumer while minimizing internal resource needs coupled with building out a long term communication strategy.

This article from Forrester has a couple data points that I found pertinent to the decisions my organization is currently going through:

Report: Companies Should Organize For Social Media in a “Hub and Spoke” model

Forrester Data

These insights greatly help me organize my thoughts around how to effectively execute a long term SocNet strategy.  My thoughts:

• There a lot of stakeholders that will rightly feel a need to help steer the strategy.  The only way to make sure all have an equal stake is to have a big tent approach.
• Long Term SocNet requires a lot of resources to create content and respond to consumers.  The more folks involved the more these roles can be spread across the organization.
• Your SocNet strategy should help several business units achieve their goals — everything from Marketing, PR, Promotion, Retail, Sales, and Corp Comm.  The Big Tent approach gives them all a voice.