Wednesday, September 24, 2008

Telepresence for Talking Heads: DeskTop Video Broadcasting, Video Conferencing and Even Pay-Per-View Apps: The New Trend in New Media


In 2001, while overseeing marketing and communications for a boutique brokerage specializing in junk bonds, I joined hands with a technology vendor to introduce a live video/webcam platform that broadcasted the firm's trading desk to clients of the firm. We thought it took the phrase "transparency in trading markets" to a completely new level--as it provided live video streaming so that customers could see and hear the action.

We were ahead of our time, and even if the rest of Wall Street remained reticent when it came to transparency, video conferencing and streaming applications, (the majority of which were actually developed by technology gurus from within the adult entertainment sector), has, over the past 8 years, evolved to the point where the catch phrase "telepresence" is perhaps the fastest growing telecommunications application.

Video conferencing platforms introduced 7-8 years ago and affordable only to those with $700,000 or more to spend, have evolved; plug and play desktop applications that deliver interactive, TV quality video and audio are the hottest thing since rye bread--as evidenced not only by Cisco's recently announced initiative to "mash" recently acquired video streaming technology with its WebEx product as a means of providing a full suite of next-gen 'telepresence' apps (by combining presentation, interactive voice and video, etc)--but this trend is hotter than fire when looking at the growing number of smaller technology companies that are delivering plug n play and highly affordable (think $399 a month) platforms that can transform the way in which corporate communication and HR execs, marketers, pundits, telecommunicating talking heads, and Bob The Bloggers communicate with their respective captive audiences.

Cisco's system, which is down from $700k+ and now comes in at about $300,000(including furniture for your own corporate broadcast 'studio') is well out of reach for most pocketbooks, especially the mass audience that wants to broadcast from their corporate or home office. The latter group has, for the past few years, been lukewarm, but receptive to using the nascent market for 'walk-in' videoconferencing "studios" that provide turnkey internet and interactive video broadcasting services at a cost of about $1000/hr.

But for those that have watched their retirement accounts with AIG stock implode, and have pared their business budgets to the bone, if you don't have the time/energy to research platforms that are truly affordable, amazingly robust in terms of broadcast quality, feature rich (interactive, multiple windows, a pay-per-view and billing module, the ability to insert advertiser messages, can be operated by monkeys, and can pay for themselves in one single broadcast--we tripped over a solution.

No coincidence that its been developed by the same technology vendor that made the first stride in enhancing the transparency of the firm I worked for 8 years ago.

The provider is Montreal-based LCN Technologies--and having worked with this outfit for years and watching from afar as they've introduced true technology innovation, this is the first place that I'd recommend for anyone that is considering getting on board the new media train that 'gets it' when it comes to ways that can bring you, your content, and your message to your captive audience.

The fact that this platform includes a billing module--allowing broadcasters to charge on a pay-per-view basis is particularly compelling to a wide range of professions and practices..If you don't want to charge your audience for viewing (or downloading archived programs), that's fine--the module includes the ability to insert sponsor and advertiser displays around the frame of the screen, or in marquee scrolling format...

Now you can effectively operate your own "iTV" platform for a few hundred bucks a month..the only hardware you need is a videocam..good ones cost less than a hundred bucks, really good ones cost no more than $300-$400..Want to transform your blogging platform? Bored with static WebEx features?..Want real interactivity with your audience? Now, you too can be just like the talking heads on CNBC, Fox, but better-because these new apps are interactive--think video telephone with a 19 in screen and no latency--or you can simply introduce a corporate communication network that can save tens of thousands of dollars every month when considering your cost of travel, including off-sites that don't really require every being in the same room, etc.

Aside from LCN, we tripped over Telanetix--they've positioned their $30,000 "video conferencing" platform to be a competitor to the Cisco-type $300k platforms--but again, we think that LCN's "turnkey" offering (vs their month to month lease), which provides a one-time license to their system is winning solution, and according to the vendor, you can have the life-time license for as little as $7000. For $300/mo (give or take), they'll host, stream, administer viewer registrations, billing modules, archive and maintain a swath of viewer metrics, and provide 24/7 technical support.. Don't be afraid if you see my face and hear my voice appearing on your desktop!!

Sunday, September 21, 2008

Corporate Sponsorship & Academia: Drawing the Line?

Is a corporate-sponsored marketing course an academic service, or a self-serving one? asks Rob Walker in his well-written New York Times Sunday Magazine piece that profiles a controversy ignited by of all groups, a non-profit trade association that sponsored an academic course at New York's Hunter College and several other universities across the country..

If you don't get the Sunday NY Times Magazine--here's the upshot..I.A.C.C., the IntL. Anti-counterfeiting Coalition, whose members include leading brand manufacturers, underwrote a course at Hunter (and 7 other campuses) that was intended to enlist the resources (and peer relationships) of those participating in the class, to instill the doctrine of Knocking Off is Bad.

The course work, which includes teams of students creating an assortment of very innovative digital and print ads, and compelling experiential marketing campaigns that are now being leveraged by I.A.C.C., has evoked post traumatic stress with some academics, specifically those that believe a line in the sand needs to be drawn prohibiting corporates, trade groups, non-profits, and anyone else that has an agenda from imposing their mantras when sponsoring educational curriculum.

Yes, some are all-consumed by the notion Big Brand Brother is getting his hooks into the crannies of our young, and oh-so-easily influenced college students and exploiting their intellect.

For those that agree that corporate sponsorship of colleges should have strict black and white rules and 14 ft Chinese walls that separate church from state and college students from their prospective corporate hiring managers, you're invited to submit a comment and share your thoughts!

Tuesday, September 02, 2008

Marketing To Moms : Can You Spell Blog?

For those in the marketing/communications profession, most are familiar with MarketingSherpa, but if you're not, its worth your time to get on the newsletter subscription list (its free), as odds are high that you'll encounter an article that makes good sense, and very possibly, a fistful of dollars.

The link in title to this posting is the first in a series of articles from MarketingSherpa i.e. "how to market to the mommy market" is very solid, and includes links to a variety of high traffic blogs that have become frequent destinations for the new generation of gals with kids in tow.

Using Comic Book Format To Introduce Innovative Ideas: Google Case Study

For those that might have seen a posting made here almost a year ago, you'll appreciate that we presciently pontificated on the increasing use of comic book-style strategies within corporate publications, main-stream marketing and advertising collateral, and as Google has done courtesy of famed comic book king Scott McCloud, within new product launch announcements.

As observed by leadership guru Mark Murphy, founder of LeadershipIQ, "...the need to address the needs and tastes of Gen Y, a group that is dominating the new work force and represents the most sought after consumer demographic cannot be underestimated.." What Murphy is saying is that we need to speak the language of what is becoming our largest audience, and to deliver messages in a way that inspires, influences and win their votes.

Comic book format messaging became widespread in Japan several years ago, and the 'style' has been successively and successfully embraced by Fortune brands in the course of executing a wide spectrum of marketing and awareness initiatives.

Whether Google's Chrome browser supercedes Microsoft IE, or Firefox (a browser that we have aggressively recommended to corporate and educational industry clients soon after it was introduced)is only something that time can determine. Switching browsers is relatively easy and painless, switching mindsets is something else. Especially when many are hyper-sensitive when it comes to privacy; Chrome will undoubtedly come equipped with imbedded tracking applications that can be used to further enhance Google's Adwords platform and deliver ever-more focused demographic zoning features.