FIGARODIGITAL.CO.UK
TIM HUSSAIN, HEAD OF PLATFORM DEVELOPMENT & PARTNERSHIPS, BSKYB
INSIGHT
DIGITAL IN THE SECOND DECADE
The future is already here,” observed the
sci-fi novelist William Gibson in the early 1990s. “It’s just not very evenly distributed.” That insight, quoted by
Brands follow where audiences lead
BSkyB’s Tim Hussain in his introduction to the Figaro Digital Marketing Conference in April is, if anything, even more relevant now than it was 20 years ago. Consumers, says Hussain, are ahead of many brands when it comes to the adoption of digital technology and devices. The fi rst decade of the twenty-fi rst century saw digital upsetting traditional business models in everything from publishing to retail. So what, asks Hussain, can we expect from the twenty-fi rst century’s second decade? First, he points to the advent of superfast mobile broadband, fi bre-optics into the home and net- connected TV. “We’re seeing mass consumers really get these technologies very quickly,” Hussain told delegates. “Forget about ‘peaks of expectation’ and ‘troughs of
disillusionment’. We’re moving now towards a ‘plateau of productivity’.”
In 2010, points out Hussain,
‘Wired’ magazine ran an article entitled ‘The Web is Dead - Long Live the Internet.’ Wired’s argument was that our digital consumption is increasingly drawn from apps, which exist on the internet rather than the world wide web. “Now,” says Hussain, “we have to think about how that affects us as businesses. You can’t use Google to search for the music someone’s been listening to on Spotify. A world run on the internet rather than the web changes how we need to think about everything.” Mobile and touch-screen
As Steve Jobs said, why would I want to use a stylus when I’ve got 10 of them on my hand?” In fact, says Hussain, the
WHY WOULD I WANT TO USE A STYLUS WHEN I’VE GOT 10 OF THEM ON MY HAND?”
devices, he points out, have moved us into a post-mouse world. “That means the way you’ve built your websites, your advertising and the way you think about the UI of your screens probably needs to change,” he says.”We’re starting now to use our fi ngers.
future promises to take us way beyond the fi nger. “Look at what Apple are doing with Siri. Why use a mouse or your fi nger if you can sit at home and actually talk to your computer?” So, how should
brands adapt to these changes? By way of analogy, Hussain points to the fi rst ever motor-powered vehicle. “That wasn’t a car,” he says, “it was a cart with an engine strapped on. That’s a lot like what we’re doing today. We’re still taking an old school
understanding of media and putting it into the new world.” But forward-thinking brands
have an opportunity to shape that new world themselves - a notion neatly encapsulated, says Hussain, by the futurologist Brian Seth Hurst. “The future,” noted Hurst, “belongs to those brands who travel to wherever the consumer is moving”.
sky.com
MOBILE DEVICES.
LOCAL SEARCHES ARE PERFORMED ON
HALF OF ALL SOURCE: HUBSPOT 10 issue 17 may 2013 STATISTICS
EVERY 0.01728 SECONDS
GOOGLE’S +1 BUTTON IS USED
5 MILLION TIMES A DAY. SOURCE: HUFFINGTON POST
SOURCE: ALLTWITTER 40%
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