It seems to be turning into a bad week for those that believe technology is solely a force for good. Firstly, the UK government has rushed through new legislation that means that ISPs and telecoms companies have to store metadata on email and phone communications (though not their actual content). The aim of the new law is to fight crime and protect the country against terrorism, according to the Prime Minister.
And over in the US, there’s a growing backlash against so-called JerkTech applications. For those that have missed the debate, these are applications that let people sell on resources at above the market rate that they’ve paid. For example, Monkey Parking enables drivers who are parked in public streets to auction off their space, while ReservationHop makes reservations at hard to book restaurants under false names and then sells them on.
The key point about these apps, and those like them, is that they corner the market in publically available resources (whether parking spaces or restaurant tables) and then charge people for the privilege of using them. While this is neat in economic terms – you are taking something that is underpriced and selling it at the market rate, they remove the ability for anyone to chance upon a parking space or get that hot table. And the actual provider of the resource (City council or restaurateur) doesn’t get any benefit at all. Indeed, if ReservationHop fails to sell a booking the restaurant will have an empty table that it could have filled in other ways. Hence, the JerkTech name, as coined by Josh Constine of Tech Crunch.
The best technology is disruptive – but that does come with risks and potentially even responsibilities. In the same way that scientists and medical researchers are governed by ethical standards, just because you can do something, doesn’t mean you should. This particularly applies to ways of using technology to manipulate people (without their consent). There’s been a huge furore about a Facebook experiment where users were served a preponderance of either happy or sad content in their newsfeed – the result of this manipulation was that they posted either more positively or negatively themselves.
We live at an exciting time for technology. We’re moving beyond the original web, to a more mobile, wearable and all-encompassing version, with the Internet of Things allowing previously dumb machines to communicate in real-time in order to improve our lives. The danger is that the sheer pace of change will overwhelm everyone except for early adopters, and consequently new innovation will either be banned or will simply not be used by those that it could benefit. Genuine advances (and I don’t mean parking apps or social networks) will be lost, and there is a potential that geeks will join bankers in the category of ‘most hated profession’.
I think everyone in the tech community needs to think about four questions before they launch (or market) new innovations if they want them to flourish.
- Is there a genuine need behind your software, hardware or app? No, we don’t need yet another social network.
- What are the positive and negative consequences of your disruption? I don’t mean that a big business will be inconvenienced or will lose market share, but will it hit those that genuinely have no other source of income or add to the load on the public purse? If so, how can you spread the benefits to them, such as by creating a social enterprise or partnership.
- Is it ethical and responsible? In the absence of any existing code, maybe the best way to check this is to explain it to a senior citizen – do they find it fair?
- And finally, is it secure? Is there any danger that personal data could be hacked or lost, or confidentiality breached?
It may seem odd for tech start-ups and developers to look beyond the coolness of their technology (or the possibility of selling it for millions later in its development). However, in a world dominated by social media, the consequences of being a jerk can be fatal to your company’s success, no matter how innovative your product. So think first – and run it past a senior citizen just to be sure.
July 16, 2014 Posted by Chris Measures | Marketing, Social Media, Startup | Ethics, Facebook, JerkTech, marketing, MonkeyParking, ReservationHop, San Francisco, Tech Crunch, TechCrunch | Leave a comment
There’s been a lot of talk recently about the right to be forgotten on the internet, after a landmark court case. European Union judges ruled that Google should remove a link to a story about the auctioning of a Spanish businessman’s house in 1998 to pay his debts to the government. The story itself, on a Spanish newspaper website, remains up, as it is a media organisation, with particular rights.
Since the ruling, less than a month ago, Google has received 41,000 further requests to take down links to material, from (amongst others) politicians, paedophiles (12% of cases) and murderers. As in the Spanish case none of these are incorrect or untrue stories – they are simply facts that the people concerned would rather were removed from public view. Therefore in my view, this is a real threat to one of the key tenets of the internet – it provides access to all information and lets people make up their own minds about someone’s character or views.
The whole case, and the plethora of information available today, would have been of real interest to the French novelist Marcel Proust. Famed for his seven volume, unfinished, epic, A la recherche du temps perdu (In Search of Lost Time), his whole work focuses on memory, and in particular the involuntary connections between cues and recollections of the past. In its most famous episode, the taste of a madeleine cake summons up memories of the narrator’s childhood.
Essentially, Proust was a connoisseur of memory, talking about the need to pick particular episodes, mull them over and develop them individually and at length. In contrast, he sees life as a spinning top that turns so fast that all the specific colours turn to a mix of grey. The ability of the internet to collect huge amounts of information would have simultaneously enthralled and dismayed Proust, giving him an insurmountable treasure trove to mine. We’ve now got a spinning top on fast forward.
But Proust’s central idea of focusing on remembering is probably even more important today than in his lifetime. We’re bombarded with information and sensations, which leads to the danger of swapping reflection for instant action, before moving onto the next thing. You can see this in knee-jerk reactions to events on social media, with peaks of controversy swiftly forgotten by the population at large.
I’d argue that rather than the right to be forgotten, what we need is the right to remember, with people forced to stop, think and analyse their feelings and memories, rather than rushing into an instant response. It’d certainly make people calmer and more thoughtful (and perhaps nicer)………..
In fact, social media and the internet could help solve the problem it creates – how about a service that randomly sends you emails, photos or Facebook posts from your past, giving you the chance to reminisce and refresh your memory? Effectively In search of lost tweets, rather than lost time (or a more arbitrary version of TimeHop). I’d much rather go down that path than an internet open to the removal of embarrassing, but true information, which is where the right to be forgotten potentially takes us.
June 11, 2014 Posted by Chris Measures | Creative, Social Media | Combray, European Union, Facebook, Google, In Search of Lost Time, Marcel Proust, Memory, Proust, Right to be forgotten | Leave a comment
With the World Cup almost upon us, we’re in the midst of a slew of big budget ad campaigns, coupled with unrestrained hype about the potential prospects of England making it further than the group stages. And of course we have the obligatory ‘will the stadia be ready?’ and ‘FIFA is corrupt’ stories on the front page of most newspapers.
With its global audience, the World Cup has always been a magnet for brands, something that has swelled FIFA’s coffers. Obviously you don’t need to be an official sponsor to jump on the bandwagon (provided you are careful you don’t infringe copyright). For example, bookmaker Paddy Power has already come up with a (for them) remarkably restrained campaign, commissioning Stephen Hawking to look at the factors necessary for England to win the tournament. Just avoid penalties – as the renowned scientist pointed out when it came to shoot-outs “England couldn’t hit a cow’s arse with a banjo.”
This should be the first real social media World Cup, with traditional broadcasting sharing the stage with the likes of Twitter, Facebook and YouTube. As the marketing focus has shifted online, and more towards real-time activities, it does mean the playing field has levelled. It doesn’t quite let Accrington Stanley take on Brazil, but it offers a better opportunity for non-sponsors to get involved and engage with fans. Good, creative, well-executed campaigns don’t necessarily require enormous budgets, but do need brands to understand social media influencers and reach the right people if they are going to succeed.
Looking at social media, YouTube has been the early front runner, as brands increasingly put their video adverts on the site, either in addition to big budget TV slots or as an alternative for smaller brands. Castrol’s Footkhana ad, featuring Brazilian footballer Neymar and rally driver Ken Block has already had over 15 million views on YouTube, a figure that is bound to increase as the tournament nears. Nike’s ad, featuring Cristiano Ronaldo, was seen online by 78 million people in four days – before it even went on TV.
When we get to the matches themselves, expect a flurry of activity as brands try and embed themselves into second screen conversations. Facebook estimates that 500m of its 1.28 billion users are football fans, while the 2012 Champion’s League final generated 16.5 million total tweets. Social media has already become a major part of big sporting events – and the World Cup will demonstrate this. It gives non-sponsors a chance to muscle in on the action, but is going to require a combination of good planning, quick reactions and genuinely engaging content if they are going to actually reach the right audience. Competition will be fierce – as well as brands, pundits, media organisations and the general public will all be looking to have their say, so expect Twitter records to be broken.
In essence there are three competitions going on simultaneously – on the pitch, between brands and also between the social media networks as they look to monetise their members and wrest advertising and marketing budgets from traditional channels. All of these promise to be fascinating contests – however far England actually get.
June 4, 2014 Posted by Chris Measures | Creative, Marketing, Social Media | Adidas, Brazil, Cristiano Ronaldo, England, Facebook, FIFA, Ken Block, Neymar, Nike, Paddy Power, social media, Stephen Hawking, twitter, World Cup, YouTube | Leave a comment
Twitter is currently in a bit of a pickle. Since it floated on NASDAQ its stock has been falling, culminating in a drop of 10% in after hours trading when it recently announced its Q1 results. The reason for the beating? A combination of slowing growth in user numbers, a trading loss of $132 million, and the ability for staff and early investors to sell their shares for the first time.
But it is important to put things in context. User growth did slow, but Twitter still added 25% more people to its network, bringing total numbers up to 255 million. And it actually made a modest profit by some accounting standards (and certainly improved from last quarter’s $511 million loss). The company is still worth over $24 billion – about the same as breakfast cereal maker Kellogg’s for example, and a lot more than LinkedIn.
Essentially sentiment has turned against the microblogging site, with investors disappointed that it isn’t growing or adding new services in the same way as Facebook. The issue is a classic one of people expecting too much and then punishing a company for not delivering what they dreamt of.
Twitter is really hamstrung by the simplicity of its service. You go on, give a 140 character update on what you think is interesting, see what other people are saying and have a conversation or two. Yes, you can share other content, such as video and photos, but as Twitter is finding it is difficult to monetise conversations, based on the limited information it holds on users compared to the likes (or should that be Likes?) of Facebook. So any new features are correspondingly limited – you can now mute people that you still want to follow, but don’t actually want to listen to (how very polite!).
There are interesting things happening on Twitter – Amazon is experimenting with the ability to add items to your shopping basket through a tweet, for example. Where it is really succeeding is in becoming the mainstay of live interaction around big events, from football matches to breaking news stories or TV shows. 5.3 million tweets were sent around the Eurovision song contest on Saturday night – a new record for a non-sporting event. And more and more companies are using the channel to give customer service support, both in terms of spotting aggrieved customers and offering a faster alternative to email.
The point is, anyone that bought Twitter stock thinking they’d got the new Facebook was, frankly, delusional. But it is time for the social network to be a bit more adventurous and start thinking outside the 140 character box. In the same way that Google is built on capturing and analysing billions of pieces of user data, Twitter needs to better understand its members and actually monetise them more effectively. I appreciate that this sounds a bit mercenary for social media purists, but as a quoted company Twitter needs to spread its wings and fly. E-commerce is one area to look at, but how about creating private twitter feeds for individual companies, enabling staff to share their thoughts in real-time, or providing ready made monitoring packages for TV shows, celebrities or organisations. Perhaps it should buy another, complementary, network such as Pinterest. It could even look at creating paid-for subscription feeds, such as stock prices or business news from the likes of the FT or The Economist. The more you think about it, Twitter is no turkey – but what it needs is to both innovate and show the market that it coming up with cool new stuff if it isn’t to go the same way as MySpace or countless others…………
Acquisitions by large companies can be a bit of a mystery, forcing people to ponder why they are spending their money on unrelated markets or technologies. Is it a stroke of brilliant foresight, PR by association or just bailing out a mate with an interesting idea?
Facebook’s purchase of virtual reality company Oculus VR is the latest purchase that has led to a lot of head scratching. How does the company’s immersive headset for video gaming fit into Mark Zuckerberg’s vision for the future of the social media giant? Will every Facebook user be issued with a headset so that they can see their friends and ‘like’ things in a virtual world?
Zuckerberg himself has said that he sees virtual reality as the next stage of computing, after mobile, and the company is planning to expand the use of Oculus technologies to include “communications, media and entertainment, education and other areas”. Some of the original KickStarter backers of Oculus, which initially raised £1.5m on the crowd funding site, are unhappy that they won’t see any of the $2bn purchase price, but their reaction seems to ignore the basic site premise of providing funding for zero equity.
Having been to a demonstration of virtual and augmented reality technology a few months ago, I think there are three main reasons that Facebook has shelled out for Oculus VR.
Firstly, bear in mind they are actually ‘only’ paying $400m in cash (the rest is in Facebook shares), so they are not betting the farm. And as an internet company that started with essentially one product, they have been diversifying rapidly into neighbouring markets, with the purchase of WhatsApp and Instagram. This mitigates the risk of having all your eggs in one basket and provides the chance to diversify and sell other things to your enormous user base. The perfect case in point is Google. While it began in search it now offers everything from mobile and desktop operating systems, robotic cars, smart thermostats and cloud-based office applications. And that’s the stuff we know about. In an industry as fast-moving as the internet, clever companies realise that they can’t stand still – better to take a punt on a variety of new technologies, see what works and learn as you go.
In my opinion, the second reason is based more on a desire to be taken seriously. Google has Glass, Microsoft has Kinect and Amazon wants to deliver your parcels through drones. All bold statements that lift the company from being about mundane bits and bytes to being part of the real world. Facebook has a shedload of money and is essentially aiming to compete with its older, more established neighbours.
But the third reason, is that Zuckerberg might just be right and VR could be the next wave of computing. The fact is that companies, brands and marketers are continually trying to get closer to consumers, and bridge the gap between the digital world (where everything can be measured) and the messy, chaotic real world. From Google Glass headsets to augmented reality and even QR codes, companies want us to use our mobile devices to interact with brands. The businesses that manage to own this intersection will be extremely powerful gatekeepers, in the same way that Google is the start point for the vast majority of internet browsing or searches.
Time will tell whether Oculus becomes central to Facebook or withers away in a corner of the campus. It does mark a step change in Facebook’s growth, since, while the product is about virtual reality, the headset is a physical device, rather than an app or social media network. What it does show is that the Facebook of 10 years time will be radically different to the network we see today.
April 9, 2014 Posted by Chris Measures | Creative, Social Media, Startup | Augmented reality, Facebook, Google, Instagram, Kickstarter, Mark Zuckerberg, Nest, Oculus, Oculus VR, QR, Virtual reality, WhatsApp | Leave a comment
Everyone loves Lego – except of course when you tread on a brick with your bare feet or cannot see the living room floor for brightly coloured ‘creations’. So it is a bit of a surprise that we’re only just seeing the first full-length Lego movie (imaginatively titled The Lego Movie) hitting UK cinemas now. We’ve already had short Lego films, pastiches of other films (my personal favourite is the Camelot song from Monty Python’s Quest for the Holy Grail) and innumerable video games.
As a parent of Lego-age children I’m sure I’ll be visiting the cinema to see it this half term, but what has really impressed me is the marketing around the film. As well as the traditional online, cinema and print ads, Warner Brothers have looked further afield. For example, the whole of one ad break in Dancing on Ice was made up of traditional adverts, re-shot entirely using Lego characters and bricks. From BT to Travelodge, it didn’t really matter how good the original ads were – the Lego ones were a whole lot better.
It didn’t end there – the Culture Show ran a special programme on the impact of Lego on architecture and even David Beckham got in on the act, claiming that building with the stuff calms him down and that he’d just finished a 1,000 brick model of Tower Bridge. VIP tickets for David and his kids must be in the post. At one point I even expected a Lego character to turn up as Top Gear’s Star in a Reasonably Priced Car (or the Stig to remove his helmet to reveal a yellow, brick-like face.)
And this has been backed up by a very active social media strategy, dating back a number of months. This sends you to a website where you can create your own mini figure which you can turn into a poster, icon or wallpaper.
Of course, Lego the Movie (and indeed the overall brand) has a big advantage over a lot of its competitors. It is intrinsically linked to pretty much everyone’s childhoods, and the urge to create is something that most of us don’t grow out of. However the company has used its strengths and extended itself very naturally to the film and online spaces (witness its CUUSOO site where the community votes on potential new models). Consequently people have flocked to the movie and a sequel is already in the works.
We can’t all have the brand power of Lego, but brand marketers and startups alike can learn a lot from how the company operates. It is open, friendly and inclusive, great at customer service and most importantly, doesn’t rest on its laurels. There is always new stuff coming out – from electronics-based Mindstorms to more traditional models. Children and adults love the Lego experience and have an emotional connection with the brand that grows over time. You don’t really grow out of it. Look at your own company – how can you build your own little bit of Lego into the DNA? Minus the painful standing on a brick, obviously.
February 12, 2014 Posted by Chris Measures | Creative, Marketing, Social Media | Brickfilm, Creativity, Dancing on Ice, David Beckham, Lego, Lego Cuusoo, Lego minifigure, Lego Movie, marketing, Tower Bridge, Warner Bros | Leave a comment
This month Facebook celebrates its tenth birthday, having come a long way from Mark Zuckerberg’s Harvard dorm room in 2004. Hitting 1.23 billion active users and 2013 revenues of $7.87bn points to an astonishing growth in just a decade – though several researchers have tried to spoil the party by pointing out that teenagers have been deserting the social network in favour of cooler locations such as WhatsApp and SnapChat. On the flipside there’s been an 80% growth in those over 55 joining up – and from an advertiser’s point of view, which is the demographic with most money?
As the parent of a ten year old, albeit one that hasn’t delivered any revenues yet, it is amazing to see the impact that the social network has brought, not just online, but to the world around us. This is particularly true when it comes to marketing – ten years ago digital marketing essentially meant creating a website, SEO or sending out emails, rather than the relatively sophisticated profiling that is now possible through Facebook.
So here’s my top ten things that Facebook has changed:
1 Our language has evolved
Ten years ago we liked things. Now we Like them, and friend and unfriend people in the real world, as well as online. Poking publically is still frowned upon though. The language of Facebook has added and amended written and spoken English, and made it into the Oxford English Dictionary.
2 Marketers have traded control for access
If you told a marketer ten years ago that they’d move from investing their budget in their own websites to fitting their content inside the constraints of a presence on a third party network they’d have laughed at you. But essentially that is what Facebook has done – consumer marketers feel they have to follow their target audiences onto the site and interact with them, if they are to drive engagement.
3 Consumers are now in charge
The relationship between companies and consumers used to be one way and top down. The very word consumer conjured up a vision of passive purchasers lapping up whatever was marketed to them without complaint. Social networks have turned this on its head. Got a complaint? Disagree with what a company is doing? Facebook (and, of course, Twitter) provides you with a megaphone for your comments and can reach a global audience within seconds. Brands no longer have total control – as my ex-colleagues Steve Earl and Stephen Waddington have pointed out we’re now in an era of #brandvandals, that have the means and inclination to undermine corporate reputations overnight.
4 Everything happens faster
This isn’t just because I’m old, but we’ve moved from 24 hour rolling news to second by second and minute by minute activity. Move away from your computer for a tea break and you’ll be behind the curve and out of the loop. The constant need to update your status, post what you are doing and react to other people doing the same does give immediate insight, but is it at the expense of longer term perspective?
5 You cast a longer digital shadow
Ten years ago there wouldn’t be much information available online on most people. Now people live on Facebook, sharing their most intimate moments without a second thought. But unlike the offline world, this information doesn’t disappear but remains available forever. So be careful what you post as a teenager, as it may come back to haunt you when you’re Prime Minister
6 News has changed
How we consume news – and how it is collected and disseminated – has evolved beyond all recognition. Facebook profiles are the first place that journalists look for information or reaction to events. Much of our news is shared or recommended by friends rather than genuinely found through our own efforts. Consequently bite-size stories have risen up the agenda, along with a focus on cute kittens and addictive but unprovable gossip.
7 Distance is less important
It used to be that your closest friends were those you saw every day, even if the main thing you had in common was location. But now you can hang out with people you share interests with, wherever they are scattered across the globe. For many people the main focus of their social lives is Facebook, not the telephone or face to face communication any more.
8 Celebrity hasn’t gone away
Social media has allowed celebrities, from the Queen to Justin Bieber, to share their lives and build a direct relationship with an audience, unconstrained by the press. But this comes as a price – you need to actually talk to your fans and engage, rather than shutting yourself away, surrounded by minders.
9 We’re more open
Perhaps too open judging by what many people post. But the stereotype of shy and retiring, emotionally awkward Britons has been completely destroyed by the advent of Facebook. There’s no limit to what people think is shareable or that they believe their friends will find interesting………….
10 We’re beginning to grow up
Our attitude to how our private data is mined and used is changing. When Facebook began, few were bothered about what happened to their personal information – but that has changed as we’ve grown savvier about what it is worth. The next decade will see a fascinating struggle between Facebook (and marketers) and users, as each side tries to shift the needle on privacy.
February 5, 2014 Posted by Chris Measures | Creative, Marketing, Social Media | #brandvandals, Facebook, Justin Bieber, Mark Zuckerberg, Oxford English Dictionary, social media, Social network, The Queen, twitter, WhatsApp | Leave a comment
This is not a good time for the paranoid to be on the internet. In the wake of the first set of revelations from Edward Snowden, more is emerging about the extent of online eavesdropping by the security services on both sides of the Atlantic. According to Snowden British intelligence agency GCHQ showed off the ability to monitor YouTube video views, Facebook ‘likes’ and Blogger visits in real-time to its US colleagues back in 2012. The programme, named Squeaky Dolphin, even had its own logo (though looking at the design, I don’t think the spies should give up their day jobs quite yet).
Even worse, spooks have been accessing smartphone data while people play Angry Birds, enabling them to get hold of user’s personal information. Presumably the game was picked due to its global popularity, rather than being a cunning ruse by GCHQ and the NSA to enable staffs to play it during work time.
And in an unrelated story, a security company has found an internet-enabled fridge that has been hacked and is now sending spam. This is particularly worrying given the rise of the Internet of Things, with more and more devices and appliances around us connected to the web. Essentially each of these is a small, but powerful computer, often without the same level of security and protection than you see on a PC or tablet. Being able to hijack a fridge is one thing, but as the Internet of Things spreads, more sinister opportunities arise – remotely controlling smart cars or switching on and off hundreds of air conditioners to bring down a power grid are all possibilities.
Taking these stories together leads to two concerns in my mind. Firstly, internet privacy. I think most people understand the need to collect information on identified threats to public safety, provided due legal process has been followed. What Snowden seems to have uncovered is technological spying that has gone mad – exactly what you’d expect if you put a large bunch of very intelligent geeks in a room, give them all the resources they need and exonerate them from any qualms of conscience by saying it is in the national interest. So what happens to information that is found online that is not linked to terrorism but minor, non-criminal misdemeanours? GPS data that shows an MP was with his mistress when he should have been elsewhere or evidence of unsavoury (but not illegal) internet activities for example. The nature of technology means this information is unlikely to disappear, but will sit on servers somewhere, with no guarantee that it won’t be pulled out in the future.
Secondly, security concerns have the ability to derail the Internet of Things. As Google’s recent purchase of Nest shows, market momentum is increasing. But if people add the worry of security issues to privacy concerns they are less likely to embrace the opportunities that the Internet of Things offers when it comes to increased efficiency and energy saving. After all, I don’t want GCHQ to know what’s in my fridge – or burglars to know when I’m away on holiday.
There’s been a lot of talk from politicians about reining in the security services and that needs to be formalised to reassure the law-abiding – instead of enabling spying, the tech industry should be focusing its intelligence on improving the actual security of the devices and applications that control our lives.
January 29, 2014 Posted by Chris Measures | Marketing, Social Media, Uncategorized | Android, Angry Birds, Apple, Edward Snowden, GCHQ, Google, Government Communications Headquarters, Internet of Things, National Security Agency, NSA, United States, YouTube | Leave a comment
People are still coming to terms with the lack of privacy that social media and the online world have brought. Some are happy with the fact that ‘privacy is no longer the social norm’ (to quote Mark Zuckerberg). However for many more of us the fact that our every online move is tracked (whether by large companies or the NSA) is a big worry. But at the moment, the usefulness of free online services, such as search and social media, outweigh the intrusion. After all, it is confined to the virtual world and provided you don’t do anything stupid, like give out your house number on Facebook, you can keep your real life separate from the web.
But the shrinking size of cameras, and the forthcoming launch of Google Glass, promise to merge the offline and online worlds like never before. Whether deliberately or by accident you can photograph and share images, video and audio in real time, without the knowledge of those around you. Combining this with the vast store of digital information on the web enables people and places to be easily identified, tagged and shared. So far Google Glass has privacy safeguards built in – it bans facial recognition apps and requires either a voice command or tapping the top of the glasses to take a photo. However given that there is already a hack to take photos by winking, I can see developers getting round this all too easily.
Should we be scared? The normal argument trotted out by those in favour of increased surveillance is that only the guilty or those with something to hide should be worried. And obviously the ability for the police to identify criminals and terrorists is a major positive of ubiquitous cameras. But what about the person who happens to be snapped where he or she isn’t expected to be – on their way back from a secret rendezvous with a lover, or a job interview that they don’t want their existing employer to know about? The difference between official surveillance, where access to the pictures is tightly controlled, and the world of personal photo sharing, is that everyone can see everything, without safeguards to limit access. There’s already issues with unauthorised photos taken upskirt or down blouse by low lifes with camera phones. Add in facial recognition to these, enabling the victims to be identified, and it makes the whole practice much more sinister.
For me the even more disturbing thought is what businesses can do with this data. Advertisers already have access to your location, your past browsing history and what you have previously bought. Add in what you are looking at, and your reaction to it, and it gives a 360 degree view of your behaviour. Spend five minutes idly staring at a poster at a bus stop? Look at a pair of jeans in a shop window? Expect it to be noted and used to sell to you.
Don’t get me wrong, the proliferation of personal cameras can be a good thing. They can be used to provide information on the world around us – want to know what that plant is or what bird is singing nearby? Google Glass can help. They benefit dementia patients, enabling them to fill in the gaps in their worsening memory. Personal cameras provide a tamper-proof record of conversations that can prevent litigation against doctors, couriers or the police. But in my opinion, the negatives outweigh the positives.
What is needed is a fundamental review of privacy and how it is enforced. And that needs to happen now, before Google Glass and its competitors hit the streets and become mass-market. Social media failed to do this – there privacy was an add on rather than built in from the start and this has had a major impact on how our personal data is shared. When it comes to something even more personal, what we see and what we hear, governments and businesses must act now to guarantee privacy before it is too late.
November 20, 2013 Posted by Chris Measures | Marketing, Social Media | cameras, Facebook, Google, Google Glass, Mark Zuckerberg, Privacy, Searching, social media, surveillance, YouTube | Leave a comment
Why Revolutionary Measures?
Marketing is undergoing a revolution. The advent of social media provides the opportunity for one-to-one communication for the first time since the move to an industrial society. This blog will look at what this means for B2B PR and marketing, incorporating my own thoughts/rants and interests. Do let me know your feedback!
About meI'm Chris Measures and I've spent the last 18 years creating and implementing PR and marketing campaigns for technology companies. I've worked with everyone from large quoted companies to fast growth start-ups, giving me unrivalled experience and ideas. I'm now director of Measures Consulting, an agency that uses this expertise to deliver PR and marketing success for technology businesses.
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