Revolutionary Measures

Withering on the Vine?


Can’t string together 140 characters? Help is at hand with Twitter’s launch of Vine, its new video sharing service. Essentially Vine lets you take 6 second videos and post them automatically via your Twitter feed. Launched last week, it provides another option for Twitter’s 500 million users to share their lives with their followers and friends.

On the face of it Vine is a nice idea as it capitalises on the power of video and opens up another front in Twitter’s battle to increase usage ahead of its predicted future flotation. And another revenue stream – I can see Twitter using Vine to encourage brands to interact with customers by sharing video content, solving simple customer service queries with how to films and even introducing a paid for service that gives greater control over the length of clips.

But there’s a number of issues that I believe will hold back Vine’s growth. Firstly, it isn’t integrated into Twitter itself but is a separate app, currently only available for Apple devices. This adds a level of complexity to the process – there’s nothing to stop other video services providing competition. And not launching an Android app at the same time as Apple removes a significant part of the market – while Twitter says Android is on its way, it looks slack not to have both issued at once.

Secondly, each clip may be 6 seconds, but it is on a constant loop (like an overlong animated GIF) which can be pretty tedious to watch, even if the content itself is interesting. Think of it as a moving picture, not a YouTube video.

And finally there’s what’s on Vine clips. Twitter boss Dick Costolo launched the service with a film of himself making steak tartare, but given that porn drives most internet innovation, it didn’t take long for more explicit content to arrive. The initial lack of filtering meant that X-rated videos began to fill Vine, culminating in one being chosen as ‘editor’s pick’ on the home screen of the app. All rather embarrassing for Twitter, but surely something that could have been predicted if they’d thought things through. Had they not looked at ChatRoulette?

To be fair to Twitter it has now banned searches for explicit content and deleted some porn, but automatically identifying and filtering pornography is notoriously difficult so it will be kept busy moderating clips for some time to come.

So, will Vine wither or grow? At the moment the jury’s out – it doesn’t have the safeguards to encourage mass market adoption (or the reach with just an iOS app) but if Twitter prunes away the porn it may yet create a new way for consumers and brands to share engaging content.

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January 30, 2013 Posted by | Marketing, PR, Social Media | , , , , , , , | 3 Comments

2011 Tech Unpredictions

Steve Jobs Macworld 2005
Image via Wikipedia

As well as ill-thought out resolutions, January traditionally brings a slew of predictions for the year ahead. Rather than join the tech soothsayers, here’s my view on the five things that won’t happen in 2011 – but would be amusing if they did………

Queen joins ChatRoulette
Following on from her successful debut on Facebook, Queen Elizabeth pushes the social media envelope by moving onto Chat Roulette to meet her subjects. After encounters with a naked student, guitar-strumming Americans and an OAP that looks suspiciously like Prince Philip she abandons the site as being too close to reality.

Google buys Belgium
In a bid to outflank its competitors and to stop the EU investigation into its business practices, Google buys Belgium for a mixture of cash and shares. Very few people outside the country notice. Facebook use is immediately banned and everyone forced to switch to Gmail and Google Docs from Microsoft Office. It could be worse – at least they don’t have to use Wave.

Steve Jobs launches iClock
Seeing a market opportunity after the iPhone alarm clock storm in a tea cup (how exactly did that make the BBC News at Ten?) Steve Jobs launches the iClock. Stephen Fry buys twelve. A snip at $499, it promises a completely new timekeeping experience with downloadable apps available via iTunes. However in a launch glitch the alarm function only works on Pacific Standard Time, now renamed Apple Time and patented by the company.

Government abandons technology
The combination of shrinking budgets and rising unemployment means it is cheaper for the Conservative/Lib Dem coalition to swap manual processes for technology. Tin cans connected with string replace desk phones and flocks of carrier pigeons carry documents instead of email. Young people are trained to read barcodes to process incoming forms as an alternative to mainframe computers. Productivity rises.

Met Office joins the Cloud
In an innovative public/private sector partnership the Met Office and IBM launch a new cloud computing service. Utilising real clouds to store and transport data, satellite based technology downloads information as and when needed across the UK. Difficulties arise when the country swelters through its warmest year since records began, with high temperatures and cloudless skies from May to October. Well, you can but hope………..

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January 5, 2011 Posted by | Uncategorized | , , , , , , , , , , , , , , , | Leave a comment