Roger McNamee, the managing director and co-founder of venture capital firm Elevation Partners, has a theory about how Apple became the biggest U.S. technology growth story of all time:
"The thing that made Apple successful was betting against the web," he said on stage at Mashable Connect Friday.
While Google adopted the cultural norms of the wired (HTML4) web by making its mobile operating system free and commoditizing content, Apple changed the game by keeping a closed system, focusing on brands and enabling paid apps.
Apple differentiated web content for a price. By doing so, McNamee believes, it created a fundamentally different model than succeeded on the wired web.
"Most of all what Apple did was they charged $400 to $1,000 for the hardware that was necessary to get a differentiated user experience on data that 100% of their customers could get for free off a desktop device," he said. "Every Apple customer has consciously voted with $400 to $1,000 against the world wide web."
The result of that vote is a move away from the desktop experience of free, undifferentiated content. Mobile users don't navigate the Internet with Google searches. They use apps, which deliver a better experience. And they spend much more time within those apps than on any web story.
Instead of needing tens of millions of lightly engaged users in order to be considered successful, McNamee hypothesizes that future success will come from smaller numbers of even more engaged — and thus more valuable — users.
It will, he believes, will be built not on the Google-controlled HTML4 web nor within Apple-controlled apps, but using HTML5, which allows for differentiated, engaged experiences without the downsides of the app store.
"The basic success factors going forward are going to be exactly opposite of those we've had in recent years," he said.
Download McNamee's full presenation here.
Lawrence Lessig, Roy L. Furman Professor of Law & Leadership for Harvard Law School, talked about SOPA and PIPA's aftermath.
The crowd is encouraged to ask questions to the panelists.
TED Executive Producer June Cohen talks about TED's content strategy at Mashable Connect.
Peter Weijmarshausen, CEO of Shapeways, talked about, "The Future of Stuff: The Rise of Creative Commerce".
This panel features Randy Shiozaki, Co-founder of TVplus, Miguel Monteverde, Vice President of Digital Media for Discovery Communications, Scott Rosenberg, CEO and co-founder of Umami, and was moderated by Mashable Entertainment Editor Christina Warren.
Jeff Ragovin, the co-founder and CSO of Buddy Media, talked about social media impacts shareholder value.
Lawrence Lessig, Roy L. Furman Professor of Law & Leadership for Harvard Law School, talked about SOPA and PIPA's aftermath.
The crowd is encouraged to ask questions to the panelists.
TED Executive Producer June Cohen talks about TED's content strategy at Mashable Connect.
Peter Weijmarshausen, CEO of Shapeways, talked about, "The Future of Stuff: The Rise of Creative Commerce".
This panel features Randy Shiozaki, Co-founder of TVplus, Miguel Monteverde, Vice President of Digital Media for Discovery Communications, Scott Rosenberg, CEO and co-founder of Umami, and was moderated by Mashable Entertainment Editor Christina Warren.
Jeff Ragovin, the co-founder and CSO of Buddy Media, talked about social media impacts shareholder value.
Mashable Connect Sponsors
Buddy Media is the social enterprise software of choice for eight of the world's top ten global advertisers, empowering them to build and maintain relationships with their consumers in a connections-based world. The Buddy Media social marketing suite helps brands build powerful connections globally with its scalable, secure architecture and data-driven customer insights from initial point of contact through point of purchase. For more information, visit http://www.buddymedia.com.
AT&T is bringing it all together for our customers, from revolutionary smartphones to next-generation TV services and sophisticated solutions for multi-national businesses. For more than a century, we have consistently provided innovative, reliable, high-quality products and services and excellent customer care. For more, visit http://www.att.com.
Barnes & Noble College Marketing (BNCM) helps brands thrive on campus. It is a division of Barnes & Noble College Booksellers, LLC., a wholly-owned subsidiary of Barnes & Noble, Inc. that operates more than 640 college bookstores across the country, serving more than 4.7 million students and faculty members. BNCM has the on-campus access and student understanding to deliver superior marketing programs for its brand partners. BNCM's capabilities include: experiential and event marketing; product sampling, sweepstakes and promotions; digital marketing (social, email, web); on-campus advertising and postering; and programs targeting freshmen, graduates, alumni and athletic event fans. Visit www.bncollegemarketing.com.
Hiscox specializes in tailored insurance coverage for a range of professional services firms in industries like IT, marketing, consulting and more. Hiscox Insurance Company Inc. has been protecting clients for over 100 years and is rated 'A' (Excellent) for financial strength by A.M. Best.
We offer professional liability insurance, general liability insurance and other policies direct, either online or over the phone, with customized coverage starting from just $22.50/month.
Visit hiscoxusa.com/smallbiz for a fast, free quote now.
Webtrends powers digital marketing success. Webtrends is at the forefront of real-time digital marketing relevance and customer experience management through unified customer intelligence. Our industry-leading analytics across mobile, social and web enables marketers to optimize campaigns, maximize customer lifetime value and deliver highly relevant digital brand experiences in real-time.
Webtrends dramatically improve digital marketing results for more than 3,500 global brands including, in EMEA and internationally, Lloyds Banking Group, Barclays, HSBC, ASOS, Orange, T-Mobile, Microsoft, BMW, Toyota, Play.com, AllSaints, The Telegraph, and many more.
Definition 6 is a Unified Marketing Agency that creates brand experiences that unite brands and people in motion. Through imagination, innovation and insight, we execute ideas that deliver continued value across all brand interactions. For more information, please visit http://www.definition6.com.
The Adobe Digital Marketing Suite is an integrated set of applications which allow businesses to gather customer insight and optimize advertising, conversion and retention efforts as well as the creation and distribution of content. For example, using the Suite, marketers can identify the most effective marketing strategies and ad placements as well as create relevant, personalized and consistent customer experiences across digital marketing channels, such as onsite, display, e-mail, social, video and mobile. The Suite enables marketers to automatically adjust to customer interactions and better maximize marketing ROI, which leads to a positive impact the bottom line.
http://www.adobe.com/solutions/digital-marketing.html
The leading resource for human resource and business leaders to explore and discuss the latest workforce and workplace trends including social innovation—providing the in-depth research and insights needed to adapt and take advantage of what's next.
No hay comentarios:
Publicar un comentario