{"id":26082,"date":"2011-06-17T22:56:57","date_gmt":"2011-06-17T21:56:57","guid":{"rendered":"http:\/\/alienbabeltech.com\/main\/?p=26082"},"modified":"2011-06-21T02:56:23","modified_gmt":"2011-06-21T01:56:23","slug":"iwhatever-is-the-answer%e2%80%a6what-was-the-question-2","status":"publish","type":"post","link":"https:\/\/alienbabeltech.com\/main\/iwhatever-is-the-answer%e2%80%a6what-was-the-question-2\/","title":{"rendered":"iWhatever is the Answer\u2026What Was the Question?"},"content":{"rendered":"
\n
The following is by G. A . “Andy” Marken, President of Marken Communications<\/span><\/a> Inc. He has kindly given us permission to republish his thought-provoking article. As with everything that we publish at AlienBabelTech, the opinions expressed are solely those of the individual writer and do not necessarily reflect the views and the opinions of the rest of the ABT staff.<\/strong><\/span><\/span> <\/span> \u2013Mark Poppin,<\/span> ABT Senior Editor<\/span><\/span><\/strong><\/h6>\n<\/blockquote>\n

\u201c<\/em>All you have to do is follow three simple rules. One, never underestimate your opponent. Expect the unexpected. Two, take it outside. Never start anything inside the bar unless it’s absolutely necessary. And three, be nice.\u201d<\/em> \u2013 Dalton, \u201cRoad House\u201d<\/em> (1989), Silver Pictures<\/strong><\/p>\n

If Steve Jobs had a Facebook page, he\u2019d probably have more \u201clikes\u201d than, well\u2026anyone.<\/p>\n

He doesn\u2019t though, he prefers Twitter\u2026yeah, right!<\/p>\n

Some people even go beyond liking Steve. \u00a0Remember the guy at Apple\u2019s WWDC (Worldwide Developers Conference) who blurted out, \u201cSteve, we love you.\u201d<\/em>?<\/p>\n

Cupertino city council had a similar view when he presented Apple\u2019s super concept for the company\u2019s new campus.<\/p>\n

Come on, the spaceship is cool.<\/p>\n

It\u2019ll be great to see a building in the Valley that isn\u2019t just another tilt-up slab.<\/p>\n

\"\"<\/a>New Home \u2013 <\/strong>Like it or hate it, there\u2019s a fit\/finish\/design of an Apple product that people try their darndest to copy.\u00a0 Writers constantly urge companies to make \u201ca better than Apple solution\u201d\u2013 an iPhone killer, an iPad killer, a Mac killer.\u00a0 We suppose now there will be a rush for companies everywhere to have an Apple killer home.<\/p><\/blockquote>\n

It\u2019s a helluva\u2019 recruitment tool\u2026\u201dO.K., kid, how much do you want to pay to work at our super cool company?\u201d <\/em><\/p>\n

The back-to-back events exemplify what Apple does best\u2026manage perception.<\/p>\n

Too many folks hold Steve in awe like Apple begins and ends with him.\u00a0 They overlook the fact that he has brought together probably the best management team you\u2019ve ever seen.<\/p>\n

J.C. Penney thought so when they sweet-talked Ron Johnson, Apple\u2019s retail head, to rejuvenate the aged brand. That team has created a darned good hardware\/software\/service mix that people believe was designed just for them\u2026really.<\/p>\n

Folks buy their products because they\u2019re elegant.<\/p>\n

For the most part, they just work\u2026when they have a problem, it\u2019s their fault.<\/p>\n

You know:<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Macs don\u2019t crash<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Macs don\u2019t get viruses<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 AT&T caused all the iPhone problems (the ones Verizon now experiences)<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 iPhone antenna problem, hold the phone differently<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 iPhone screen breaks when the unit\u2019s dropped\u2026don\u2019t drop it<\/p>\n

Apple simply manages its perception better than any other company in the world.<\/p>\n

He may have some engineering in him, but Steve cares about design look\/feel first.<\/p>\n

People simply have a hard time looking past the Steve halo effect.<\/p>\n

\"\"<\/a>Perception Incarnate \u2013 <\/strong>The aura of Steve attracts followers from near and far.\u00a0 Why would anyone insist on flying halfway around the globe to stand in line for hours to be one of the first to pay big bucks to buy their iWhatever?\u00a0 Then stand in the same line to get the updated version and the next updated version?\u00a0 For Apple, it\u2019s money in the bank.\u00a0 Image Source – GizModo<\/strong><\/p><\/blockquote>\n

You know \u2013 WWSD, WWSJD (what would Steve do, what would Steve Jobs do).<\/p>\n

Morgan explained it a different way, \u201cIf you’re not drinking, you’re outta here!\u201d<\/em><\/p>\n

Thousands \u2013 competitors, academics, wannabes \u2013 have struggled to pinpoint the reasons people\u2019s eyes glaze over when he takes the stage.<\/p>\n

Recently, the BBC showed a documentary where UK neuroscientists suggested the brains of Apple devotees are stimulated by Apple imagery in the same way that the brains of religious people are stimulated by religious imagery.<\/p>\n

\"\"<\/a>Your Brain On \u2013 <\/strong>For those who live and breathe Apple solutions, they have the ones that are here today and think about those that will replace them.\u00a0 Who knew fruit was addictive?\u00a0 Source – BBC<\/strong><\/p><\/blockquote>\n

Yeah, that might explain it.<\/p>\n

Lots of\u00a0 people want to know how they can produce the same messiah effect when they enter a room.<\/p>\n

You know, folks like Ballmer (MS), Schmidt (Google), Apotheker (HP), Zuck (Facebook), Stringer (Sony) and people in public office.<\/p>\n

Jobs simply repeats Dalton\u2019s philosophy, \u201cI want you to be nice until it’s time to not be nice.\u201d<\/em><\/p>\n

Jobs and his team use social engineering to the nth degree.\u00a0 Just look at the \u201cspectacular\u201d breakthrough announcements he made.<\/p>\n

Death of the PC<\/strong><\/p>\n

Steve said that Apple\u2019s announcements would kill the PC.<\/p>\n

Well, Yeah!<\/em><\/strong><\/p>\n

But don\u2019t tell an engineer, scientist or serious gamer that the combination of a tablet and the cloud is all he\/she will need.\u00a0 It ain\u2019t gonna\u2019 happen!<\/p>\n

Desktop\/server sales may be growing more slowly, but sometimes growth needs a breather.<\/p>\n

\"\"<\/a>PC Killers \u2013 <\/strong>People hear the Apple announcements and repeat the words\u2026the iPad\/tablet will change PC usage, the iCloud\/any cloud will eliminate PC usage.\u00a0 The words are so strong, every manufacturer rushes to make their copies or stake out their own cloud.\u00a0 Of course, Apple executives don\u2019t suffer from that distortion field because they keep refining their computer solutions while they extend their product lines and open new virtual and real stores.\u00a0 Source – IDC<\/strong><\/p><\/blockquote>\n

Yes, the iPad and the Mac Air were wakeup calls for notebook makers (and suppliers).<\/p>\n

Apple made a great decision by making their OS work across all platforms \u2013 phones, tablets, computers.<\/p>\n

MS is working in that direction, knocking down their product\/technology silos and starting to think\/act as one team.<\/p>\n

A netbook\u2013Chrome, Ultra, whatever \u2013 works with the cloud and everyone knows big, fast connectivity is just everywhere.\u00a0 And when you\u2019re in the cloud, you\u2019re as safe as you are driving in Italy\u2019s traffic.<\/p>\n

The choice, of course, is a really thin, featherweight unit with a 64GB SSD (solid-state drive) or a thin, pretty light unit with Toshiba\u2019s new 1TB notebook HD\u2026gee, tough choice.<\/p>\n

Tablets (iPad) are so cool even her highness Queen Elizabeth II had \u201cher people\u201d go out and buy one for her after using William\u2019s and Charles\u2019 devices.<\/p>\n

\"\"<\/a>iStuff is for Kids \u2013 <\/strong>A lot of marketing types get the idea that only kids are buying the new iProducts for doing all their stuff in social media.\u00a0 Boomers and beyond are buying, embracing, adoption the new hardware\/software\/services just as fast and it\u2019s only the smart marketers that reach out to them.\u00a0 They are also more loyal to the folks who help them make the right product solutions, get the right support.\u00a0 Image \u2013 Royal Archives<\/strong><\/p><\/blockquote>\n

Yes, she has a Mac and some kind of smartphone; but she thought the iPad would be great for looking at pictures, watching movies\/videos, playing games, reading on her many long trips.<\/p>\n

True, some companies that are getting tablets for employees to use and there are some excellent applications emerging (healthcare is ideal); but the tablet is still viewed as a personal device.<\/p>\n

There\u2019s the distortion use zone \u2013 work, play, everything \u2013 and there are the real uses.<\/p>\n

In March, ABI Research found netbooks (Chromebook, Ultra, Mac Air, etc.) and tablets are neck-and-neck in terms of consumer interest.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 25% of respondents were interested in getting a netbook<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 27% were interested in an iPad\/tablet<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 60% didn\u2019t see a need for either<\/p>\n

People intent on getting a tablet sorta\u2019 agreed with the Queen.\u00a0\u00a0 Their uses would be:<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 82% intend to use email<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 71% expect to use a web browser<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u00a057% plan to watch TV or download movies<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 56% intend to use social networking<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 55% plan to play games<\/p>\n

Purchases of these companion devices mean folks will prolong their PC\u2019s lifecycle and delay replacement.\u00a0 At least that\u2019s the way it\u2019s working in our family.<\/p>\n

You\u2019ll Work, Play, Live in the iCloud<\/strong><\/p>\n

Cloud storage isn\u2019t new.<\/p>\n

Businesses haven\u2019t embraced public clouds because they just aren\u2019t manageable, aren\u2019t safe\/secure.<\/p>\n

Public cloud services like DropBox have \u201cissues\u201d because of the way they gather\/use user information and lose stuff.<\/p>\n

Dalton looked at it and commented, \u201cYou’re too stupid to have a good time.\u201d<\/em><\/p>\n

iCloud \u00a0is a pretty good storage\/syncing solution:<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 You can store a whole 5GB of stuff there.\u00a0 Want more storage? It will come at \u201csome\u201d price, but other public clouds offer more capacity<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Users need to entrust the security of their data to Apple and that information can potentially be accessed any Mac, PC, iOS-based device over the open network<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 It automatically\/seamlessly syncs documents, photos, contacts, apps, e-mails, other content with Macs, PCs (Win7 or Vista), and iOS-based devices.\u00a0 If you\u2019ve ever tried to do it manually\u2026it sucks! NOTE<\/strong> \u2013 Apple devices work best<\/p>\n

<\/strong><\/p>\n

\"\"<\/a>Cute Cloud \u2013 <\/strong>Cloud service isn\u2019t new.\u00a0 Document, file syncing isn\u2019t new.\u00a0 It doesn\u2019t matter when Apple \u201cannounces the breakthrough\u201d it\u2019s new, bigger, better, destined for greatness.\u00a0 Of course, you notice those are all Apple devices, apps from their stores.\u00a0\u00a0 Works great in this environment.\u00a0 Others are allowed in, it\u2019s just that doesn\u2019t work \u201cquite\u201d as well.\u00a0 Photo \u2013 ZD Net<\/strong><\/p><\/blockquote>\n

Yes, iCloud\u2013any cloud service \u2013will:<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 lose stuff \u2013 \u00a0irreplaceable personal\/family photos\/videos, important documents<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 be hacked \u2013 the more potential, the more the temptation<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 be unavailable from time to time<\/p>\n

As Dalton said, \u201cIt’ll get worse before it gets better.\u201d<\/em><\/p>\n

That\u2019s why we thought Seagate came up with a slap-in-the-side-of-the-head solution \u2013 a WiFi portable HD.<\/p>\n

\"\"<\/a>Swwwweeeetttt \u2013 <\/strong>Apple fans may agree with company statements that 32 or 64GB of solid-state storage is all anyone really needs because they\u2019ll put everything in the cloud (that big 5GB), but in the back of their mind they want more storage.\u00a0 Seagate\u2019s 500GB Wi-Fi HD is a reason to buy an iPad.\u00a0 It not only has its own power, it\u2019s much less of a hack target than the big beautiful cloud.\u00a0 Source – Seagate<\/strong><\/p><\/blockquote>\n

Throw the stuff you don\u2019t care about up in the cloud and keep the stuff that\u2019s special\/private on the Wi-Fi drive.<\/p>\n

It sure shuts you up about the lack\/shortage of USB ports doesn\u2019t it?<\/p>\n

Mobile Device Storage<\/strong><\/p>\n

Mobile devices \u2013 notebooks, netbooks, tablets, and smartphones \u2013 are rapidly becoming mainstream.\u00a0 That\u2019s especially true of people who are doing more and more computing with their devices.<\/p>\n

And while SSD has a lot of advantages, it will be years and tens\/hundreds of millions of devices before it replaces HDs.<\/p>\n

It has something to do with the reliability of the iNet connection, the capacity\/reliability, security.<\/p>\n

\"\"<\/a>Figure 9 \u2013 HD, SSD \u2013 <\/strong>Instant-on capabilities and low power consumption are super reasons to buy an SSD-based device.\u00a0 But the newest notebooks are better, lighter, faster than those of a year ago and with 500GB\/1TB internal drives you can carry, work on, use, show, share your everything even when the cloud isn\u2019t available or has somehow disappeared.\u00a0 Working mobile devices won\u2019t go away anytime soon.\u00a0 Source \u2013 Coughlin Associates, Objective Analysis<\/strong><\/p><\/blockquote>\n

The iPad and other tablets are for a little bit of work and a whole lot of downtime, according to a recent Vision Critical study:<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 browsing \u2013 64%<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 photos, music, video \u2013 58%:<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 access\/use apps \u2013 54%<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 news\/information \u2013 51%<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 books, newspapers, magazines \u2013 51%<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 communications\/social networking \u2013 50%<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 shopping \u2013 41%<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 games \u2013 34%<\/p>\n

Management and new kids will bring their devices to work.\u00a0 They\u2019ll use them in the office.\u00a0 The boss will say support my iPhone, iPad, Mac; protect my data.\u00a0 IT will say \u201cYep!\u201d<\/em><\/p>\n

The secret, the difference\u2026\u201dIt\u2019s an Apple.\u201d<\/em><\/p>\n

\"\"<\/a>Consistency \u2013 <\/strong>Now this is the real Apple secret \u2013 a consistent look and feel.\u00a0 Steve doesn\u2019t have to think about what he\u2019s going to wear, so he can focus all of his attention on making pretty darn good products and compelling messages.\u00a0 Other companies don\u2019t have that luxury.\u00a0 New bosses every couple of years, new marketing\/promotion people who obviously know the last stuff was horrible so they rollout a new idea, new campaign.\u00a0 New stuff from an image you instantly recognize has a lot of street credibility.<\/p><\/blockquote>\n

Others change bosses, change messages, change look\/feel every time they turn around.<\/p>\n

It\u2019s a familiar signpost in a constantly changing, uncertain world:<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u201cthe future of (fill in the blank)\u201d<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u201cOne more thing\u201d<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Image<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Perception<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Consistency<\/p>\n

Dalton calmly pointed out, \u201cTake the biggest guy in the world, shatter his knee and he’ll drop like a stone.\u201d<\/em><\/p>\n

It\u2019s all part of the Apple Way \u2026<\/p>\n

As Dalton said\u2026\u201d<\/em>Sorry, we’re closed.\u201d<\/em><\/p>\n

\"\"<\/a><\/p>\n

# # #<\/p>\n

by: G.A. “Andy” Marken<\/strong><\/p>\n

President<\/strong><\/p>\n

Marken Communications Inc.<\/strong><\/p>\n

Andy@markencom.com<\/a><\/strong><\/p>\n

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