A new report from the Cleantech Group (available for purchase or to Cleantech clients) takes on a big question: Are the Kindle and other eReaders really "green"?
In Forrester's surveys, we've found that of US online adults who are interested in eReaders, 51% say they're interested because they think that eReaders are "better for the environment." But I've often wondered if consumers just believe that eReaders are green, or if they really are.
Sounds simple right? Most marketers would say that they use some notion of
value when they target customers. I think there's more to this topic. First,
most marketers use likelihood of response as a predictor far more often than
value. A recent conversation with Tim Suther of Acxiom got me thinking about targeting techniques. Here's my take:
Generally most marketers have three approaches to onsite targeting.
recently completed DTV, DVR and HDTV forecast demonstrates some important
dynamics of technology adoption. The first is that the pace of technology
development continues to accelerate. When analog television was first
launched, it took nearly 20 years for color TVs to penetrate more than 50% of
American homes. Forrester’s data shows that HDTVs will reach 50% of US
households in 2010, roughly 13 years after the first HD sales.
Most of the companies I speak with are focusing on changing their go-to-market models and asking their sales people to call higher in organizations.The term “trusted advisor” is batted about within the halls and conference rooms of vendor organizations.
I’ve yet to run into a marketing or sales leader who IS NOT encouraging their sales team to elevate their access level.
Who could have a problem with a sales organization focusing on gaining more consistent access to the budget holders that control their fate?
The real problem here is that these organizations do not realize they are making a dramatic and fundamental shift from being focused on market share (promoting products and measuring their unit sales) to a wallet share (the percentage of available spend a particular executive has in the vendors category) orientation.
Incremental changes don’t work when you are fundamentally changing the game.
The news that Spotify’s mobile app is now available for the Android platform, coupled with an anticipated Autumn US launch, are both part of the music service’s inexorable rise and media interest.Spotify undoubtedly has momentum and potential in abundance.But, even without considering the issue of cash burn, it is also important to keep a sense of scale. Spotify has done a great job of acquiring a sizeable audience after a short period of time, but needs many more users before it can be considered on a par with some more established services that get a lot less attention (these days at any rate).
In the chart below I have mapped the number of users of Spotify and a number of other key free music services, each from launch.What is clear is that Spotify has made a solid start is growing at a stronger rate than Pandora was at the same stage.If Spotify ever reaches Pandora’s scale and business model viability, it will rightly be considered a success.
But it is also clear that other services like Last.FM and imeem grew more quickly.And just to put the absolute scale of Spotify into perspective, the Pandora iPhone app alone is mapping almost exactly in line with Spotify’s entire user base. (No coincidence of course that Spotify see the iPhone app as a crucially important ticket to further success).
Over the past year, many online retailers have looked to tap
into global online shoppers by adding international shipping options. International shipping presents a relatively low-cost first step into
global markets - it also allows retailers to tap into the increasingly international
consideration set of consumers around the globe. This topic has been key within
our research this year: our international shipping report addresses this issue from the US
perspective and we’ll soon be posting a report on cross-border shopping within Europe.
I'm wrapping up my report on why travelers post their ratings and reviews. This was the winning topic that we asked our eBusiness blog readers to vote on. Thanks again to those of you who voted.
The good news is that travelers are more likely to post content like ratings, reviews, and pictures on travel Web sites to share good news with their fellow travelers, rather than bad news. I hope that's because more travelers interact with travel firms that exceed their expectations, rather than travelers having low expectations and simply pleased that nothing went wrong. The reality is likely a mix of both.
If you're a travel eBusiness or marketing professional, I'd sincerely value your opinions about user generated content (UGC) -- primarily ratings and reviews -- for one simple reason. I want to be sure that we write the most useful possible report. Among the questions we'd appreciate your input on are:
Nearly two years ago, I heard that an influential blogger was interested in an analyst job at Forrester. I had just taken over management of our interactive marketing team and to my complete pleasure was able to hire that blogger -- Jeremiah Owyang.
After two weeks of holiday, I found the following interesting article in my inbox from Edward Keehnen, a Dutch researcher who did a PhD. on the decision behavior of young and older Dutch consumers.
His results show that both young and older consumers regard themselves as quite experienced buyers (61% and 67% respectively). For older consumers the level of experience has increased in the past ten years, and they also feel they are more experienced than their kids. But despite this level of confidence, when they are buying goods or services they tend to feel lost in the richness of choices: About 40% of Dutch consumers over 50 feel lost when shopping for insurances, and this goes up to a high 51% for consumers between 20 and 26 years old.
It's discussion time, folks. I want to hear what you think about the potential for Facebook and Twitter on the TV screen. No, stop laughing, I'm serious.
I ask because I published a report for Forrester earlier this month called Five Things We Want From Social TV (click here to read). It was partly in response to Verizon FiOS's new Facebook and Twitter TV widgets which were released in early July. (Look at a demo on YouTube here). Here's the summary so you know what I wrote about:
Thanks to Verizon, the first meaningful Facebook widget in the US has come to the TV. Some question whether the active Social Computing experience has any place in the so-called "lean back" living room experience. Those people are wrong. Once Facebook, Twitter, and other Social Computing platforms are properly ported to the TV screen, a new explosion of media and technology convergence will occur, affecting the product strategies of device makers, content providers, and pay TV providers. In this report, we propose the five things that Social TV providers should prioritize — steps that will lead to a converged future of Social Computing and TV viewing.
All my cards are on the table: I obviously believe in this because I said it would be a new explosion of media and technology convergence and them's fightin words.