Jaffe Juice

Captain, The Holodeck is ready for you (AKA Has Virtual Reality hit its Tipping Point?)

Warp speed and Teleportation  may not quite be ready for Prime Time (or the Prime Directive), but the Holodeck appears to be gearing up for launch.

Last week, Evol8tion took one of our clients on a curated 2-day tour in Los Angeles of the Virtual Reality (VR) space. During this window, we visited various studio, tech companies and startups that are currently innovating from the front-lines and "imagineering" the future of VR.

1. So does VR "change everything"?
2. Will the VR industry ever get ahead of the perceived number 1 challenge of having to put on a headset (see: 3DTV)?
3. How is this different to the failed attempts of the past (see: Second Life)?

Are any of these questions actually relevant?

My belief has always been: if you want to understand technology, you have to experience it yourself. You simply have to roll up your sleeves and get your hands dirty. You can't read about it in a book. You can't trust your agents or agency to deliver an informed "POV" (unless of course they are bona fide subject matter experts.)

So unless you've tested out the technology and applications yourself (and no, a quick demo at SxSW does not really count), you really need to park your opinion at the door of ignorance before opening your giant yap and passing any premature judgement.

When you look at progress and in particular with innovation itself, it's important to recognize the "failed attempts of the past" all played a part in paving the way for their successors. Timing and luck are both important contributors and factors in combining to deliver an idea that sticks or tips. In other words, Pokeman Go has Minecraft to thank, which in turn has Second Life to thank for doing the thankless job of pioneering.

(not your problem I know, but still...)

As for the headsets, I don't think it's a stretch to imagine a time where they don't exist or if they do, they are no more intrusive (culturally, socially, behaviorally)  than reading or sunglasses. I'm actually not sure this is even a "thing" to be concerned about as a barrier to entry.

It might even be a necessary precursor to fool your brain into accepting you're somewhere else, which is a primary characteristic of the space.

In any event, Google Cardboard and the equivalent sells for around $10-15 on Amazon.com

For what it's worth, it's pretty insane to think of the sum total of the progress to date in a VERY well funded space as a hodgepodge of duct tape and chicken wire via cobbled together Samsung phones that snap into headsets or modified or hacked cameras that look like Battlebots and Go Pro had an unholy union...

We are literally at the infancy or dawn of a new era...

The transformative or perhaps a better word is transcendent experience that comes from stepping into a Futuristic kitchen (Job Simulator on HTC Vive), avoiding a Blue Whale under the sea, standing next to American Ninja Warrior's Vertical Wall or hanging out in a Tibetan hut is worth it.

These were some of my more memorable VR experiences. Oh, and also being teased by Nina Agdal as part of SI's Swimsuit VR Edition which was - ahem - fairly interesting (note to self: do not watch this EVER in front of other people, especially clients!)

I also enjoyed whizzing around a track with a fan blowing air into my face to simulate the whoosh of being in a racing car.

The list goes on. And that's the point.

Each time you experience a different interpretation or application of a narrative, evolved and adapted to an immersive and pervasive presence, it opens a multitude of possibilities for new use cases.

In some cases - such as travel & tourism - I would be as bold as to say that they should cut their entire advertising budget in favor of VR. I'm not exaggerating here. Hey, I did write "Life after the 30-second spot" and Z.E.R.O. Paid Media as the New Marketing Model after all.

In other cases, such as Consumer Packaged Goods, it's a little more challenging. I said, challenging; NOT Impossible.

And if all else fails, you can always resort to brilliant creative such as this one:

..or this one

I heard a great quote from the tour that sums up the world we came form versus the one we are heading towards: Create the Experience or Experience the Creative. It's not an either/or, but in fact an "AND" - so why wouldn't you proactively do both?

Perhaps this is why Robert Scoble jumped ship from reality to virtual reality.

Perhaps this is why Google has a Global Evangelist for VR

Perhaps this is why LA is a VR hotbed of growth and investment?

If you are wondering what all the fuss is about, perhaps you should take a tour (virtual or otherwise) to experience this phenomenon first hand and decide for yourselves if this is hype or hope? Perhaps you'll want to take a voyeuristic route and watch from the sidelines, which ironically is kind of the VR point, but not especially beneficial in terms of first mover or competitive advantage.

Every journey begins with a step and now you can take that giant leap for marketingkind. No really, you can actually step on the moon! Or climb Everest!

Whatever you do, I would caution against ignoring VR. You do so at your peril. I would recommend you frame your perspective against a blue ocean of possibilities versus searching for research or best practices. In a world of test 'n learns, it's time to focus on the learn part.

Sure you might have bigger fish to fry, so don't bet the farm unnecessarily on VR (especially if you're in the toilet paper business). For everyone else, there is a pretty robust and fertile sandbox to dream...or even daydream. 

VR is not the next big thing. It's an evolution of the last big thing. And that is in of itself, not a small thing.

Evol8tion Acquires Beancast (and Bob)

I'm thrilled to announce that as of July 1st, we have two new additions to the growing Evol8tion family: The BeanCast and its host, Bob Knorpp.

The BeanCast is "The Best Marketing Podcast Anywhere" (I know this because it says so on the website) and Bob is "The Best Host Anywhere" (I know this because I've been on the show since pretty much the beginning)

I've been a regular since the early days of the show. The earliest I could find was this episode from 2009. For those of you who don't know The BeanCast, it's a weekly panel discussion on marketing, with a particular emphasis on the digital, social, mobile and emerging categories. At Evol8tion, we call that the "Innovation Continuum" (can you see a connection here?)

As one of the earliest podcasters, I remain extremely bullish on the potential and future for "the spoken work" in an increasingly digital, social and connected world. I suppose it's proof positive of the power of podcasting (alliteration) that both Bob and the Beancast have found a home under the bridge between Madison Avenue and Mountain View.

Bob joins Evol8tion as SVP, Chief Analyst of our BrandWatch product. BrandWatch is a subscription-based insight product designed to help brands understand, prioritize and evaluate their innovation needs. Bob will also use his editorial juices to invest in our Madison & Mountain View (MplusMV) publishing asset.

From an structural standpoint, nothing will change with the show itself. Bob will continue to host and maintain full editorial control. He will also continue to manage the business side of the show. What will change is that the content will become much richer and deeper as a result of Evol8tion’s BrandWatch product.

If you want to listen to a brief fireside chat between Bob and myself, here it is. OK, so we didn't sit around a fire, but it was hot enough outside today so justify the heat reference!

The full press release is below, which also documents a series of new hires, new clients and new solutions at our innovation agency:

For Immediate Release:

Evol8tion Continues Expansion With BeanCast Acquisition

BeanCast Founder Bob Knorpp Joins Evol8tion Team To Lead BrandWatch™ Offering

July 22^nd, 2013

Evol8tion (pronounced Evolution), the innovation agency co-founded by Joseph Jaffe and Gina Waldhorn, today announced they have acquired Bob Knorpp’s BeanCast Marketing Podcast for an undisclosed amount. The audio podcast features a weekly discussion with a rotating panel of global advertising and marketing experts, serving up to 75,000 shows a month.

“We’re excited to include The BeanCast as part of the Evol8tion content offering,” said Mr. Jaffe. “Our goal is to help our brand clients connect to the latest trends and innovations, and match them to startups that fit their needs. The BeanCast is clearly the best show covering the advertising technology space, and having its research and insight resources onboard will add even more value to our clients.”

As part of the deal, show host Bob Knorpp will join the Evol8tion team as SVP, Chief Analyst for BrandWatch, a subscription-based insight product designed to help brands understand, prioritize and evaluate their innovation needs.

“My vision for The BeanCast was always to provide the best possible insights and education to the marketing community,” said Knorpp. “Heading up Evol8tion’s BrandWatch product allows me to greatly enhance the quality of The BeanCast content, while more fully exploring my passion for informing and training the brand world.”

Knorpp is one of several new hires at the rapidly expanding company, joining Lauren Brown and Jessica Peltz; senior talent recruits from Carat and Zenith Media respectively.

These hires are hot on the heels of multiple key milestones for a company growing exponentially in its second year of operation. Evol8tion recently added Mondelez International to a roster of clients that already includes ABInBev and Unilever. Evol8tion is also currently running the popular Mobile Futures program with Mondelez International, currently wrapping up its North America phase and rolling out in Brazil.

Said Gina Waldhorn, Evol8tion's co-founder and COO, "We are seeing more and more blue chip brands committing themselves to consumer-facing technology innovation in digital, social, mobile and emerging platforms. Evol8tion is playing a key role in facilitating these important connections, having just finished our 15th in-market pilot program in just over a year."

Started in January 2012, Evol8tion (www.startupsforbrands.com) provides brands with a strategic and systematic process to connect with “matched” early-stage startups. Evol8tion’s core offering includes BrandWatch™, an education and evaluation framework, and BrandMatch™, an execution framework, which combine to both qualify and quantify technology solutions to solve business problems.

The BeanCast (www.thebeancast.com), now in it’s sixth year of production, will continue to produce weekly shows with Knorpp as host and producer.

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What brands and startups can learn from Second Life

My first Online Spin article, where I revisit good old Second Life as an analogy to present day commitment to startups by brands. It's all about patience, commitment, perseverance and staying the course, but more importantly, it's about recognizing that brands (and not the media) have the power to make the difference in terms of an emerging platform.

I guess I was called a “Second Life booster” back in the day -- and guess what, I was OK with that. I still am. As an early adopter (professionally) in the virtual world of Second Life, I witnessed firsthand the highs and lows; how the press initially went gaga over it, and then turned their back, to the point of making it their personal vindictive mission to destroy evidence of any self-created hype.

Perhaps my former company’s island of crayonville was a utopian oasis that existed in the eye of the storm. Perhaps our “Virtual Thirst” foray for our client, Coca-Cola, was the exception to the norm, since the brand did not (like many others in the early days of Second Life) get pelted with flying penises for its troubles.

In many respects, we were witnessing a mini-bubble being artificially pumped up and then burst in spectacular fashion. And all the while, real people were making real money -- admittedly, doing unreal things.

Virtual worlds, gaming environments, augmented reality, avatars and 3D simulation should not be alien terms to you. It should not come as a surprise that these items once coexisted in perfect harmony with each other, along with red dragons and drag queens. What might surprise you is my assertion that brands were to blame for the demise of Second Life.

Can you imagine if Christopher Columbus had looked out his telescope at the “New World” only to see angry, strange-looking people with painted faces and ornate head dressings waving native weapons -- and subsequently turned around to head back to Europe?

Sound familiar? It should be, because it’s the same scenario that happened in Second Life. And I hope it doesn’t happen again with respect to collaborating with startups.

These days, brands have become enamored with the next bright and shiny object, namely conducting tests or experiments with startups. Only startups aren’t some passing fad, gimmick, flavor of the month or test tube guinea pig. Collectively, they represent value propositions or utilities that disrupt norms, challenge conventions and move markets. Only they won’t get to realize their vision -- their proof of concept -- if brands continue to hold them at arm’s length, dispatching their agency minions to negotiate the impossible “big ideas at scale.”

Innovative and unprecedented executions are absolutely doable. It falls apart when brands turn away because the reach isn’t there -- or, put differently, they can’t measure or compare these “startlings” to incumbent blunt instruments like TV, radio, print or even online.

My message to brands is very simple: don’t be turned off startups’ lack of reach. In fact, this should turn you on! You’re dealing with the most fertile real estate, untouched and unspoiled by the “masses” (even your competitors). You have the incredible opportunity to help them achieve their path to reach with your brand dollars, talent, resources and media.

You have the unique chance to join forces with them at the earliest possible stage to co-create and own that big idea.

And, irony of ironies, you have Second Life to thank.

“You’re welcome!” – Divo Dapto

Read more: http://www.mediapost.com/publications/article/188129/what-brands-and-startups-can-learn-from-second-lif.html#ixzz2HNw16pTu

 

Related articles

Startups: Keep It Simple, Stupid

The Thing about Timing

Why Ideas are a Bad Place to Start a Startup - or - Why Ideas are Evil

New Year Resolution: Startups, improve your branding!

Mondelez Taps Nine Tech Startups For Big New Mobile Program

CES Startup Showcase

JJTV #105 - The single greatest branding exercise in our time

Google built a mega-global brand with barely a penny spent on marketing and advertising as we know it.

What's the only example of any kind of visual or graphic on their homepage? Their own logo! And who foots the bill for their free impressions and exposure? You (the marketer) and I (the consumer).

Quite brilliant.

In a world where marketers are so fixated on esoteric and meaningless brand minutia like brand guidelines, Google - once again - swims against against the grain and shows that's not just ok, it's pretty damn awesome to mess with the logo.

In this case, it's to celebrate the 30th anniversary of Pac-man (boy do I feel old!)

Bottom line: Google teaches us that even within the lowly keyword text search buy, creativity is as creativity does. It does not discriminate. It has no favorite form. It's all about the idea, it's originality, it's relevance and it's execution.

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Jaffe #102 - The Mayor Of Frappuccinoville

Starbucks boldly checks-in where no brand has checked in before with a nation wide promotion using location-based MoSoSo player, FourSquare, in which mayors of their respective stores can unlock codes to get $1 off a Frappuccino.

Overall, kudos to this brand that is demonstrating first hand that Social Media Adoption is Addictive.

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The Juice on the iPad

“It’s like a giant iPhone, except without the Phone,” is probably not that an inaccurate description of the much hyped and it must be said, initially fairly criticized device. That of course was before it came out. About 300,000 people (in this economy) ignored any speculation and purchased the giant iPhone-without-the-phone within the first few days of its retail existence. And now 1,000,000 “early adopters” have followed suit.

If I’ve learned anything in my hate-to-love and love-to-hate relationship with the brand, it’s this, “never…and I mean NEVER write off Steve Jobs, Apple and anything they release (or unleash) on its denizens.”

Truthfully, you have to hold the device in your hand to appreciate what it is. If you’re Jeff Bezos, you’re probably not the happiest camper. If you’re anyone else in the space you should be significantly less happy than Jeff (at least he has a bookstore to support his device – not like iTunes or the App store). Think about it for a moment: how was it that until now, there wasn’t a single large-enough, full color, multimedia portable (read: lightweight) device on the market? Not one. That’s what the iPad brings to the table in terms of have-to-haves. On the nice-to-have front, touchscreen and wi-fi make it even more compelling from a user experience.

I’m not boosting this at all (even if it seems that way). I’m just calling it for what it is. A pretty cool all-in-one e-reader, “portable DVD player”, gaming console, digital photo frame and jukebox. And in the case of the latter three, it’s not exactly best in class in terms of practicality, usage and capability. Which leaves us in essence with a pretty nifty portable alternative to TV and as I’ll get to shortly, even magazines.

On the plus side, the iNtegration with iTunes and the Apps store make for another seamless and clean synchronization with Apple’s continued push to own, bundle and dominate the mobile market. Yes, you heard me correctly…Apple is very much a mobile player and operating aggressively to lead this market[1]. From a practicality or usage perspective, expect many people to watch video (movies, TV, YouTube etc) lying down on their sofa with their iPad nestled neatly on their legs. To that end, expect an irresistible surge of innovation, creativity and even support on the accessory front that will make the impractical, practical and the impossible, possible. From hooks that allow your iPad to hang onto the seatback of your next flight or stands to support the digital photo frame functionality (which already exists by the way)

Like the iPod Touch and iPhone, the iPad community will step up to provide context, content and most significantly, the platform upon which to grow the equity and value exchange associated with the investment. It’s Crowdsourcing Apple style.

But before you run out and overspend, here is – in my opinion – the sinister underbelly of the iPad:

1. The iPad is way overpriced. An entry level $399 for literally the “bottom of the range” version make this a nice-to-have versus a have-to-have. Although it’s not a NetBook (nor does it profess to be), a consumer with $399 to spend would most likely be best suited to invest in a laptop or NetBook versus the bright and shiny iPad. I also think there’s going to be a tremendous dissonance associated with the first-mover-advantage premium paid to get in early on the iPad rush. Apple has already demonstrated a little too much eagerness when it comes to subsequent releases. Many (the wise ones) will hold back and wait for the next generation iPad which irons on various bugs, kinks and gremlins.
2. There’s an “iPad Tax” which seems to be synonymous with good old fashioned greed amongst developers. iPad applications are currently being developed for the iPad “in HD”, which is just a codeword for, “let’s charge significantly more for the same application because the screen is bigger.” Consumer backlash will probably help to equalize or normalize this egregious premium.
3. Another ridiculous premium is the additional/incremental fee for 3G usage. I’d like to ask why Apple and its 3G carrier partners don’t create an “all in” or “all-in-one” fee for iPad customers who are also iPhone customers. Unfortunately, I know the answer as to why there aren’t price breaks or built in tethering to support the synchronization of bundled devices. To counter this greed, many will “jailbreak” their iPads in order to tether them to their iPhone or similar 3G devices.
4. Screens are going to break. The bigger they come, the harder the fall.
5. The iPad will not save the magazine industry.

Don’t get me wrong – there is nothing until this point that has allowed as rich a digital magazine consumption experience as the iPad will allow. Not even close. A company called Zinio tried to create a similar experience on PC’s, but do people really want to read magazines on computers? Is that what they’ve been waiting for all this time? Is that the reason why magazines have been going out of business?

Personally I think magazine’s killer app has always been the ability to be read on a toilet and I’m hoping the iPad doesn’t resonate here, but on a more serious note the magazine and newspaper industry are going to lead the hype bandwagon with respect to the iPad. No doubt the ability to add in video, multimedia and other interactive components to the magazine experience will leapfrog the magazine business into the digital (and even social) era, but isn’t that what they once called websites? In addition, the real debate here will be an economic one; a numbers one – the million dollar question will be to what degree customers will PAY for their magazines on their iPad (and secondarily, what this fee – or heaven forbid, premium – will be) versus getting them for free in exchange for…advertising. In the case of the former, will people turn the pages any slower to avoid the advertising they were already avoiding or will the advertising become smarter, more engaging, more targeted and more valuable? That’s another million dollar question, but is it in fact irrelevant?

1,000,000 iPads doesn’t mean 1,000,000 subscriptions to the New Yawn Times or Vanity Fail. And even if every single iPad reader did pony up for a suite of magazine subscriptions, there are way too many to go round and way too few eyeballs to meet them. In other words, a short term band aid solution to massive continuing hemorrhaging circulation drops.

For what it’s worth, the battleground for the beleaguered print industry will be an economic one. Ala carte pricing or micropayments for extremely targeted articles, news and information may take the magazine and newspaper business in the same direction the music business is heading and the Cable sector will soon be heading.

…and if all else fails, there’s always giving away the content for FREE (gasp).

All in all, the iPad will usher in a rich and immersive mobile consumption experience and will ultimately become the one multimedia portable device to rule them all. The kinks will be sorted out and the base will grow. And as long as Apple doesn’t lose its focus and yield to the “Jack-of-all-trades” temptation, it will lead by example (especially with its iTunes-App Store vertically integrated feeder). In the various other categories (e-reader, video player etc.), the number of contenders will fall like flies, but expect one (maybe two at a push) leader to still prevail as a best-in-class specialist (I’m looking at you, Kindle!)

Finally, don’t be surprised if we begin to see a pricing normalization or equalization to “give back” to loyalists and early adopters, and recognize the investment into the iBundle.

So how can you take advantage of the iPad as a brand? Here are 5 thoughts:

1. I wouldn’t bet the farm on the iPad just yet. The reach just isn’t there. Put differently, if you haven’t invested in an iPhone App right now, that’s the place to start. That said, it’s not the worst idea in the world to begin planning ahead for a time when enough of the people who matter to you are taking advantage of rich, immersive and mobile multimedia experiences on screens larger than the Palm of your hand.
2. Think like a publisher. Apple has created a well-oiled vertically integrated machine that will allow you to be a true storyteller (finally!) and who knows, maybe even sell more stuff in the process. Why try and make the most of your “print advertising” i.e. enhance your flailing magazine and newspaper adspend, when you can serve up the entire experience? Content is King. Who knew?
3. The return of podcasting: what was once a subscription-based “video podcast” living on the outskirts of Fringeville is now front and center. The team over at “Will it Blend” are going to spend less time destroying iPads and more time delivering their compelling video through them!
4. Another unlikely comeback is going to come from the Convergence camp. A magazine is no longer a magazine, especially when it has interactivity and video. The same applies to the opposite end of the spectrum i.e. the medium formally known as “television,” especially when a viewer can become a reader at the swipe of a finger, and in doing so, learn or find out more; become better informed, educated and informed. This is a boon for the pharmaceutical space for example. On the flipside, convergence generally fails. I’m just sayin’…
5. The Creative Renaissance that began with the iPhone App store is going to get a whole lot bigger (but not necessarily better). New rules. New context. New usage scenarios may tweak the formula, but the end product is going to be even more consumer empowerment and utility. Brand have a lot to contribute and gain here.
6. Bonus: This wouldn’t be complete without a “Flip the Funnel” reference that goes beyond brand promises to actual customer delivery, service and experience. The stakes and potential are even higher here when companies can reward and recognize their existing customer base and subsets of loyalists, influencers, advocates and ambassadors.

As for me, I can’t help but laugh a little at the self-proclaimed early adopters lugging around their oversized iPhones. Silly little geeks. And I say that endearingly. You don’t need to try so hard to be cool.

So, I’ll be waiting for the second generation iPad, which should tell you something.

Fortunately, it will probably be announced by the time you read this Point of View.

[1] Credited to Peter Shankman in a conversation on marketing podcast, “The BeanCast”

Double Dose of JJTV recorded at SxSW

Two for the price of zero:

JJTV #84: JJTV #84 - SxSW sips with Steve Hall and Sarah Evans

I like how this turned out. Think I'll do more of these in the future at events like SxSW. Thanks @prsarahevans and @stevehall for playing along.

JJTV #85: JJTV #85 - I dare you

In addition to a conversation with Mashable's David Spark about challenges and cause marketing, I also did my own version which talks about a significant behavioral meta-trend.

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Jaffe Juice #135 - FourSquare, For Squares or Faux Square - the Debate

This *really* is a good one, which is scary...because it implies the others weren't. Seriously though, in episode 3 of Jaffe vs Joel (kinda), we debate FourSquare and location-based platforms AKA MoSoSo with several very key discussion topics, themes and outcomes.

Would love to hear your thoughts and feedback.

As always, send in your audio comments to me on +1 206 203-3255 or follow me on Twitter but don't follow me on FourSquare unless you're a REAL friend.

Direct download here

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JJTV #17 - The good, bad and ugly of iPhone Apps

MLB hit it out the park with this iPhone app. Babyshaker on the other hand, did not. On a third hand, interesting implications with respect to Apple's one-sided and subjective selection and curation policy.

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Fantasy Baseball Victory!!!

There's no question that Fantasy Sports has become a huge interactive draw card and conversation starter. So much so that ESPN has regular programming dedicated to who's hot, who's not and trade rumors/recommendations etc.

In fact, when I was asked in an interview at ExactTarget's user conference what was the one e-mail I always look forward to/open up every day...I said my Fantasy Baseball update.

...but this post is not about how brands can tap into fantasy sports or what the conversational marketing implications are with respect to Fantasy Sports, it's more to reflect on this South African-born player's victory in a league of his geeky peers!

That's right, "Bobo the Clown" (my team) has just wrapped up a momentous and awesome victory in the coveted, "Social Media Geeks Unite" fantasy league, besting the following power players in the process:

• Daddy Rockstars - Geoff Manning and on Twitter, geoffmanning
• Drew's Dawgs - Drew McLellan and on Twitter, drewmclellan
• Elijah Dukes Charm School - Dan Cordella and on Twitter, filthyfowl
• Fantasy twits - warren sukernek and on Twitter, warrenss
• northoftheborder - Jennifer Evans and on Twitter, jsabini
• Salinas Valley Lettuce Heads - Mike Sansone and on Twitter, mikesansone
• social media geeks unite - Kelly Kermode and on Twitter, ???
• Tatooine Banthas - marc sirkin and on Twitter, msirkin
• The Royal Expos - Mark Goren and on Twitter, markgoren

Fantasy Twits gave me a run right at the end, but ultimately the clowns proved too much for the competition!

I guess there are some "community" proof points in this story. I did use twitter to round up a league of social media folk and within 30 minutes or so we had our 10 players. We even created a Twitter ID, but truth be told it wasn't used much. In fact, the smack talk was rather minimal throughout the season. Perhaps next year...

Lessons learned from this rookie? Simple. Never follow your heart. If I had, I would have had a Yankees-filled lineup that would surely have underdelivered.

Value bets: Xavier Nady (who was a Pirate when I acquired him), Jamie Moyer and Cory Hart
MVP's: C.C. Sabathia, Johan Santana and Grady Sizemore