Five tech predictions Deloitte won’t make for 2011

Five tech predictions Deloitte won't make for 2011

IBM just made its tech predictions for 2015. Big Blue’s teasing us with talk about its holographic mobile phone. Its battery will recharge on fairy dust. Back in 2006, IBM predicted instant vocal translation, but we’re still a long way off having this feature in our daily life.

On January 19, 2011 in Montreal, Deloitte will be back with its technology, media and telecommunications (TMT) predictions. What I like about this company ‚Äî besides that it’s an excellent customer ‚Äî is that they manage to guess every year which technologies will dominate in the following 12 months. They have a success rate over 70%. I can tell you, it’s much more difficult than to make predictions for periods from 5 to 20 years.

The same kind of paradox arises with startups. On the one side, those who predict a radical change in consumer habits in the short term can catch the imagination of venture capitalists who perk up and invest millions all at once in marketing so that the service reaches a critical mass to generate potential profitability.

To develop my social TV startup, Seevibes, I admit being part of the other, more conservative camp that begins by seducing the market this year to have the means to revolutionize it within three years. This pragmatic approach is less sexy, but as with Deloitte’s TMT predictions, I prefer basing my work on more credible results.

My prediction for 2011: startups must be more Cash-Cash than Bling-Bling. Let’s get back together in a year and see who was right.



Media User Generated Content

Media User Generated Content

More and more companies ask for their customers/consumers to play a part in their communication. Furthermore, they could even ask them to find their brand name and to produce their promotional video.

Where stands the limit in terms of User Generated Content (UGC)? Should the media take a step aside to let the members of the audience take the lead in terms of news editing? I did try to answer that particular question during my last chronicle on Canal Argent [FR].

UGC: no new marketing concept

My first observation is that people are already turning the brands away. For example, you may refer to vodka Absolut, Adidas or the very popular video with Tigers Woods who chats with his father from beyond the grave.

The web surfers learned to become their own media, thanks to the fast and easy access to publishing tools, such as WordPress and social networks like Facebook, Twitter or MySpace. They can easily influence certain market niches.

The brainwave from marketing geniuses – Yes I am one too – is to take the credit for consumers’ creativity to the benefit of their brands. That is how the user generated content was made and began to work in the name of advertising. Ask Loic Lemeur what he thinks about it.

Doritos is an expert in the promotion of UGC contests. The American company did so during the Super Bowl and in Canada during the Doritos Guru. The company asked consumers to pick the flavour for their new product.

News information is worth a lot. Why shouldn’t we ask members of the audience to direct it?

The media took advantage of the fact that it is easy to have consumers over to do all the work. For example, Radio Canada invited 32 people to blog about the 2010 World Cup, with an invitee to represent every country. For now, only Japan and Korea are missing a ‘‘representative’’. CRTC recently moved forward with the Génération V channel which content will be entirely generated by users.

I seriously think that we reached the limit of ‘‘free of charge’’ user generated content. Just like the Sorel-Tracy video contest, it became a must to consider and recognize the work done for the benefit of a brand or a company. Otherwise, I consider that as an act of volunteering and I rather keep on doing it with Île sans fil.