external effects
Social Tech: Ride Sharing, Back-to-School Gadgets and More
WORDS BY JAMIE SORCHER
Creating Community What’s Going On: Because they’re
always crowded and an incubator for retail trends, Apple stores remain intrigu- ing from both a cultural and marketing perspective. At the recent “View From The Top” speaker series at Stanford University’s Graduate School of Busi- ness, former Apple senior VP of Retail Ron Johnson talked about the birth of
à Tech Alternative To Taxis
What’s Going On: Urban transporta- tion is getting an overhaul with several companies behind a new movement, but roadblocks are cropping up all over. Behind this new trend is the smartphone and apps that are giving taxis a run for their money—even those with techy upgrades like TV screens and other gad- getry. All a person needs to do is open up the appropriate app, request a ride and—presto—a driver is on the way. The biggest name in the business is Uber. The San Francisco-based company, founded 2009, has service available in 41 countries and 70 cities. But ride-share competitors
and a battle with the traditional taxi com- panies may halt this kind of business. How It Can Affect You: Like Uber, the also San-Francisco-based Lyft allows passengers to find drivers and drivers to find passengers via a smartphone app. The company offers services in 60 U.S. cities, but its launch in New York City was halted last month even as Lyft planned to start service without the approval of New York City taxi regulators. At the last minute, a delay from the court related to local safety and licensing requirements ultimately held things up. Ultimately, ride-share companies hope to change the way people get around.
Net Gain What’s Going On: While not a new topic in the tech world,
the “Internet of Things” continues to generate buzz. While the IoT’s real impact is still years away, its reach will extend to billions of cars, appliances, and a variety of mobile devices around the world that will all ultimately talk to one another.
The key is coming up with a universal standard. To that end, a growing number of consortiums are forming and companies are choosing alliances. Already in the mix is the Intel-backed Industrial Internet Consortium, joined by companies like Dell and Samsung. The companies are donating their intellectual property so that members and others can use it to create products that might be ready as early as 2015. How It Can Affect You: Many manufacturers, including Apple and Google are
jockeying for position to create their own standards for the IoT, which could lead to a single standard that will help promote more products, giving consumers a reason to purchase them.
24 Mobile Electronics August 2014
Apple’s retail stores. Last year alone they generated billions in profits. But how many of the 395 million visitors to these stores during the year actually bought something? How It Can Affect You: Apple stores,
like any retail operation, are in business to make money, but these shops were also designed with the unique approach of being a home base for fans so they could come in and hang out together, sample new products, or even take classes. According to Johnson, the Apple concept has worked both in principle and prac- tice as people go to the stores just for the sheer interest and fun of it—not necessar- ily just to buy. In fact, he revealed at this talk—for the first time—that just one of every 100 visitors to an Apple store makes a purchase. The other 99, he said, are checking email, looking at new products, or tagging along with friends or family. Not practical for many retailers, but an interesting concept to consider if done properly.
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