Feb 23 2012
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Digital Production

Why Digital Producers shouldn’t learn to code

I used to think that improving my knowledge of coding would be worthwhile.

- I would be able to estimate better. Clients would ask me how long it would take to build a particular website or app and I would be able to instantly give them an answer.

- I could interrogate development estimates better – ‘It won’t take 10 days!’,

- I could support the tech team by offering technical solutions – ‘How about you just back-port the revision onto the previous prod release?’

- I’d be able to sign up to Codeyear and update my social networks with messages like ‘This year I’m learning how to code’

- I’d be able to diversify my skillet and be even more valuable to my employer.

- I wouldn’t have to work with developers

I’ve recently changed my mind.

I now think Producers should stick to Producing and focus their efforts on improving their strengths rather than their weaknesses. For small operations a swiss army knife who can build as well as manage projects is a valuable asset but off shoring development is becoming increasingly popular.  Well trained and briefed cheap labour overseas is often a more attractive business solution.

It’s also fun collaborating with developers who are often geeks that are extremely passionate about their craft.

Finally, The Project Triangle is often a Project Polygon and Producers/Project Managers have enough to do.

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Feb 13 2012
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Digital Production

Great Branded Content: Air New Zealand’s ‘Kiwi Sceptics’

Air New Zealand has launched a fantastic series of online videos that tell the stories of four Australians who are tricked into visiting New Zealand. Titled ‘Kiwi Sceptics’ the videos present an eclectic mix of protagonists who are buddied up with like minded New Zealanders.

Air New Zealand’s biggest campaign in ten years is an excellent example of how branded content can entertain and engage. After watching one video on Facebook I quickly checked out the remaining three clips on Air New Zealand’s YouTube channel. The voiceover by Rhys Darby (from Flight of the Concords) is surprisingly amusing. I’m a big fan of New Zealand but I could completely relate to the participant’s reservations and revelations.

Additional content lives on Facebook and a NineMSN microsite that includes profiles, itineraries and Q&As. You can also snag a cheap flight across the ditch.

This campaign is going to be big. Expect awards and, hopefully, a second series where the participants return to New Zealand with their friends and family.

Kudos to Host, Candid Films and PHD for putting this together and Air New Zealand for taking a risk.

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Feb 11 2012
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Strategy

The hypothetical story of a failed retailer – Palm Beach Shoes

cheaper than on-line sign in shop windowI was walking down one of Sydney’s most popular shopping strips yesterday – Oxford Street. In the window of Palm Beach Shoes was this sign (pictured above). At first it surprised me. A well known boutique retailer of pretty decent shoes has resorted to adding a desperate handmade sign to cut through. It reminded me of signs homeless people create that tell their story about how they ended up without a place to live.

The hypothetical story behind Palm Beach’s sign is probably this: A couple rent a tiny shop on Oxford St. With high competition but massive footfall they decide their key points of difference will be range and price. As one Yelp reviewer commented, ‘they’ve got pretty much one of every shoe that’s in fashion right now.’ Another one proclaims, that ‘you get the shoes you desire at a reasonable price. Great value for money.’ High sales result from strong word of mouth marketing and shoppers wanting a bargain in one of Sydney’s most expensive shopping precincts. Meanwhile, owners sip strawberry daiquiris at the Paddington Inn every Friday night.

Then something happens. Sales decline. The owners freak out and put a massive orange ‘SALE’ sign on their front window to reinforce their great prices. They continue to sell the same range of trendy shoes but sales still continue to drop. The GFC doesn’t help but Australia dodged the bullet compared to the rest of the world. What is really happening?

THE INTERNET

‘What’s that?’ the owners of Palm Beach Shoes must have asked. I’m confident that you know what the internet is. You probably also know that online shopping is on the rise and shop shopping is on the decline. A recent Swinburne University study shows Australians shop online more regularly than people in most other countries, spending on average $206 a month.

Palm’s target market (16-40 year old females who want a bargain pair of fashionable shoes) are savvy and online. With online shops like ASOS, Threadless and Next Direct they can get great prices for well made merchandise. Decent return policies and secure transactions reassure the savvy shoppers who, at the end of the day, won’t have to battle the crowds, wait in line or try and find a rockstar park.

There are two versions of the next chapter for shops like Palm Beach Shoes. The first is that they go into liquidation (cue 1990′s Dr. Evil finger to the mouth). The second is that they get a website (cue 2010′s Austin Powers).

In the not too distant future we will buy everything online. Shops will just be collection points or return shoots. They will be judged not on their customer service but on their UX. Shopping around will be done in clicks and not in days. The consumer will win.

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Feb 05 2012
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Mobile

Who wins? The Optus ruling and time shifting content

Optus TVNowAn Australian Federal Court ruling last week means that Optus customers will be able to watch TV (including free to air AFL and NRL) virtually live – on a two-minute delay – a service for which Telstra believed it had bought exclusive rights. Telstra will, no doubt, appeal the decision but given football seasons are about to kick off the consumer will win in season 2012.

The AFL and NRL will complain that the Optus TV Now service will devalue the Telstra rights deal and, in turn, have a negative effect on fans and clubs. The reality is that TV Now allows users to time shift content (remember the VCR?). More people will be exposed to the free to air advertising via TV Now which is a good thing for clubs and the AFL.

Today Gideon Haigh beautifully summarised the outcome on ABC’s Offsiders:

“It demonstrates how in hoc sport has become in television. Sport has borrowed against its future so extensively in the expectation of unending TV riches. The minute that TV sneezes – sport catches a cold. All those pampered players, all those self important suits, all those spoils, all those lifestyles and one judge can make them tremble…just for a moment we should enjoy their discomforture.”

Now I don’t think ‘discomforture’ is even a word but you get the point.

The biggest winner in the ordeal is Optus. The publicity for the virtually unknown service weeks before pre-season competitions begin is priceless.

The freedom for users to digitally record and ‘time shift’ content should never be taken away. Digital rights deals should be done annually so they can stay relevant to the ever advancing technology.

Finally, the AFL should look to the NBA which sells multiplatform ‘League Passes‘ globally around the world. Users can watch every game, from any device, at anytime with DVR controls. If it’s not careful, the AFL will alienate users and lose them to alternative ‘streams’ void of an archaic digital business model.

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