Dr Ian Fenwick on the latest technology
By Jon Fernquest
Dr Ian Fenwick is an expert on digital
marketing
who teaches marketing at the Sasin
School of Business
in Bangkok and also runs his own business (See bottom of this article
for details). He writes a regular column for the Bangkok Post (Read previous column on locational intelligence).
Today's article discusses recent developments in technology such as Apple's iPad and Google TV and begins after the vocabulary.
Dr. Ian Fenwick - marketing
professor at Sasin graduate school of business at Chulalongkorn
University in Bangkok (See webpage
at university)
Sasin School of Business, Sasin Graduate Institute of Business Administration of Chulalongkorn University - top business school in Thailand with partnership arrangement with Kellog School of Business in the US (See website and links below)
locational intelligence - when a computer uses knowledge of where you are to help you find something or do some task
iPad - an Apple computer designed as a book-like tablet "for Internet browsing, media consumption, gaming, and light content creation. Released in April 2010, it established a new class of devices between smartphones and laptops. As of June 1st, 2010, Apple had sold 2 million iPads" (See Wikipedia)
Google TV - "a software platform for set-top boxes and HDTVs based on the Android operating system and co-developed by Google, Intel, Sony and Logitech. The project was officially announced by Google and its partners on May 20, 2010"(See Wikipedia)
Sasin School of Business, Sasin Graduate Institute of Business Administration of Chulalongkorn University - top business school in Thailand with partnership arrangement with Kellog School of Business in the US (See website and links below)
locational intelligence - when a computer uses knowledge of where you are to help you find something or do some task
iPad - an Apple computer designed as a book-like tablet "for Internet browsing, media consumption, gaming, and light content creation. Released in April 2010, it established a new class of devices between smartphones and laptops. As of June 1st, 2010, Apple had sold 2 million iPads" (See Wikipedia)
Google TV - "a software platform for set-top boxes and HDTVs based on the Android operating system and co-developed by Google, Intel, Sony and Logitech. The project was officially announced by Google and its partners on May 20, 2010"(See Wikipedia)
Telecommunications
DIGI MARKETING
Digital media morphing and melding
2/06/2010Ian Fenwick
As digital media become more established in consumers' lives, we are starting to see glimpses of their full potential. As with all new media, our first reaction is to use them like the traditional forms they are supplanting. When radio first appeared, announcers read content from newspapers. When TV first appeared, talking heads read radio scripts. It took a while for programming to exploit the unique potential of those new media. Exactly the same thing is now happening with digital media.
marketing - the
process and study of how to promote the sale of goods and services (SeeWikipedia)
digi marketing - marketing that uses the internet to communicate with possible customers
media - radio, television, newspaper, the Internet, considered as a group สื่อ
digital media - media that uses computer and the internet
morph - change into another thing using computer technology (usually an image)
meld - combine two or more thinigs into one thing
established - be in a successful position over a long period of time มีตำแหน่งที่มั่นคง
potential - what is possible, what could possibly happen ความเป็นไปได้
reaction - the way someone responds as a result of what happens ปฏิกิริยาตอบโต้
traditional - things (clothes, music, customs, etc.) that have been part of a country or society for a long time
supplant - replace (use this new thing instead of the old thing)
content - the subject, ideas, or story that a piece of writing or a radio or television programme deals with เนื้อหา,สาระ
talking heads - "a talker on television who talks directly into the cameras and whose upper body is all that is shown on the screen" (Source: Google definitions)
scripts - the words that actors in a movie, play or TV program say in written form
exploit - take advantage of an opportunity for gain and profit (See glossary) ตักตวงผลประโยชน์
unique - very special, unusual or good ที่มีลักษณะพิเศษ เป็นเอกลักษณ์
exploit unique potential -
digi marketing - marketing that uses the internet to communicate with possible customers
media - radio, television, newspaper, the Internet, considered as a group สื่อ
digital media - media that uses computer and the internet
morph - change into another thing using computer technology (usually an image)
meld - combine two or more thinigs into one thing
established - be in a successful position over a long period of time มีตำแหน่งที่มั่นคง
potential - what is possible, what could possibly happen ความเป็นไปได้
reaction - the way someone responds as a result of what happens ปฏิกิริยาตอบโต้
traditional - things (clothes, music, customs, etc.) that have been part of a country or society for a long time
supplant - replace (use this new thing instead of the old thing)
content - the subject, ideas, or story that a piece of writing or a radio or television programme deals with เนื้อหา,สาระ
talking heads - "a talker on television who talks directly into the cameras and whose upper body is all that is shown on the screen" (Source: Google definitions)
scripts - the words that actors in a movie, play or TV program say in written form
exploit - take advantage of an opportunity for gain and profit (See glossary) ตักตวงผลประโยชน์
unique - very special, unusual or good ที่มีลักษณะพิเศษ เป็นเอกลักษณ์
exploit unique potential -
Implications of the iPad: Unless you lead an incredibly sheltered life, you are probably already bored with stories about the Apple iPad and what it can and can't do. But you may not have seen the start of the content revolution that it is likely to engender.
One of the early successful iPad applications is Alice for the iPad. This takes the 145-year-old text by Lewis Carrol and illustrations by John Tenniel from the classic book Alice's Adventures in Wonderland (now in the public domain) and presents them for the iPad.
implications of X - what
might happen after X happens or X exists
incredibly - in a way that is difficult to believe อย่างไม่น่าเชื่อ
sheltered - protected ที่กำบัง
bored - be certain of the truth
revolution - a situation when people completely change their political system or government, usually by force การปฏิรูป
content revolution - a very big change in the media (articles, video, photos, layout) that people read, watch and consume
engender - cause
Alice's Adventures in Wonderland, Alice in Wonderland - a famous 1865 novel that "tells the story of a girl named Alice who falls down a rabbit hole into a fantasy world populated by peculiar... creatures. The tale plays with logic in ways that have given the story lasting popularity with adults as well as children" (See Wikipedia)
public domain - ownership by everyone, the whole public (See Wikipedia)
incredibly - in a way that is difficult to believe อย่างไม่น่าเชื่อ
sheltered - protected ที่กำบัง
bored - be certain of the truth
revolution - a situation when people completely change their political system or government, usually by force การปฏิรูป
content revolution - a very big change in the media (articles, video, photos, layout) that people read, watch and consume
engender - cause
Alice's Adventures in Wonderland, Alice in Wonderland - a famous 1865 novel that "tells the story of a girl named Alice who falls down a rabbit hole into a fantasy world populated by peculiar... creatures. The tale plays with logic in ways that have given the story lasting popularity with adults as well as children" (See Wikipedia)
public domain - ownership by everyone, the whole public (See Wikipedia)
But the application goes far beyond a typical e-book. Alice for the iPad makes extensive use of the accelerometer built into the iPad. This allows the images on the screen to be affected by the orientation and the velocity of the device. Shaking, tipping or turning the iPad causes the illustrations to animate. Alice may grow or shrink, for example, or users can throw items at characters. Interactions far beyond anything print could deliver.
extensive
- includes a wide variety ที่มีมากมาย
accelerometer - the part on the iPad touchscreen that makes things move
orientation - the position of a thing (upside down, leaning to the right, etc)
velocity - speed
device - a machine or piece of equipment that does a particular job อุปกรณ์, เครื่องมือ, เครื่องจักร
shrink - to become smaller, or to make something smaller หดตัว, เล็กลง
accelerometer - the part on the iPad touchscreen that makes things move
orientation - the position of a thing (upside down, leaning to the right, etc)
velocity - speed
device - a machine or piece of equipment that does a particular job อุปกรณ์, เครื่องมือ, เครื่องจักร
shrink - to become smaller, or to make something smaller หดตัว, เล็กลง
Interestingly enough this is not an offering from an established print publisher. Its developers were a redundant programmer and a journalist/illustrator. As Ben Roberts (the programmer) puts it, ''Other e-books out there, they're just trying to mimic a real book. We were going for something more engaging and interactive _ something that really makes the most of the iPad's capabilities.''
redundant
- something not needed (because you already have it or something like
it)
journalist - a person who specialises in gathering and publishing information about news and current events, trends, issues, and people, striving for balance and a variety of viewpoints
mimic - to behave or do something in the same way as someone else does
engaging - creates and maintains interest in the reader
interactive - of a system or computer program which is designed to involve the user in the exchange of information ซึ่งมีการสื่อสารระหว่างกัน
capabilities - tasks or activities that someone is able to do
journalist - a person who specialises in gathering and publishing information about news and current events, trends, issues, and people, striving for balance and a variety of viewpoints
mimic - to behave or do something in the same way as someone else does
engaging - creates and maintains interest in the reader
interactive - of a system or computer program which is designed to involve the user in the exchange of information ซึ่งมีการสื่อสารระหว่างกัน
capabilities - tasks or activities that someone is able to do
It's often hard for current industry insiders to change their mode of thinking sufficiently to see the hidden potential of new media. As we seen so many times, digital media are participative in a way that traditional media were not, harnessing that participation is essential to success.
current
- of the present time ปัจจุบัน
industry insiders - high level managers or consultants in an industry, who have special knowledge of what is happening in the industry (example: software industry insider with special knowledge of products that will be released soon)
mode of thinking - way of thinking
change sufficiently - change enough (so that something can happen)
hidden potential - the possibility of great achievement, but how to do it not discovered yet
participation (noun) - joining and being involved in an activity (rather than merely watching it happen)
participative (adjective)
essential - necessary and important ที่จำเป็น ที่สำคัญ
industry insiders - high level managers or consultants in an industry, who have special knowledge of what is happening in the industry (example: software industry insider with special knowledge of products that will be released soon)
mode of thinking - way of thinking
change sufficiently - change enough (so that something can happen)
hidden potential - the possibility of great achievement, but how to do it not discovered yet
participation (noun) - joining and being involved in an activity (rather than merely watching it happen)
participative (adjective)
essential - necessary and important ที่จำเป็น ที่สำคัญ
Google TV: Last week we saw the announcement of Google TV. This is not another new cable station. It's an internet (WiFi) connected box that can be attached to an existing TV, or built into a new TV. Consistent with the Google brand, it relies heavily on search capabilities.
The concept is that the clunky channel selection system in most TVs and set-top boxes is simply not up to the task of helping users find what they want to watch from the array of available channels.
Google TV - "a
software platform
for set-top boxes
and HDTVs based on the Android operating system and co-developed by
Google, Intel, Sony and Logitech. The project was officially announced
by Google and its partners on May 20, 2010"(See Wikipedia)
platform, computing platform - a combination of software and hardware used to run a computer system, for example a computer gaming platform, a mobile phone platform, an operating system platform, or software platform (See Wikipedia)
set-top box - the small box on top of a TV that converts a signal from satellite or cable to display the programs on your TV (See Wikipedia)
announcement - information given to public ประกาศ
cable television - television sent to homes with a cable usually with a great variety of channels (See Wikipedia)
cable station - a company that provides a service of cable television to a town, city or community
WiFi - a local area network using high frequency radio signals to transmit and receive data over distances of a few hundred feet (See Wikipedia and Google definitions)
connected box - a computer connected to the internet
brand - a type of product made by a particular company ตรา, ยี่ห้อ
search - to look somewhere carefully in order to find something ค้นหา
capabilities - things it is able to do and accomplish
concept - a principle or idea ความคิด
clunky - heavy, clumsy, awkward อืดอาด, ชักช้า
task - something that you have to do หน้าที่
up to the task - able to complete the task successfully
not up to the task - not able to complete the task successfully
platform, computing platform - a combination of software and hardware used to run a computer system, for example a computer gaming platform, a mobile phone platform, an operating system platform, or software platform (See Wikipedia)
set-top box - the small box on top of a TV that converts a signal from satellite or cable to display the programs on your TV (See Wikipedia)
announcement - information given to public ประกาศ
cable television - television sent to homes with a cable usually with a great variety of channels (See Wikipedia)
cable station - a company that provides a service of cable television to a town, city or community
WiFi - a local area network using high frequency radio signals to transmit and receive data over distances of a few hundred feet (See Wikipedia and Google definitions)
connected box - a computer connected to the internet
brand - a type of product made by a particular company ตรา, ยี่ห้อ
search - to look somewhere carefully in order to find something ค้นหา
capabilities - things it is able to do and accomplish
concept - a principle or idea ความคิด
clunky - heavy, clumsy, awkward อืดอาด, ชักช้า
task - something that you have to do หน้าที่
up to the task - able to complete the task successfully
not up to the task - not able to complete the task successfully
As many households now have collections of pre-recorded video, on DVDs or PVRs (personal video recorders), and also access video on the web, the idea is that a search can be conducted seamlessly across the web, TV, and pre-recorded content. A user's searches for ''ballroom dancing'' and finds links to web video, to TV programming (with channels, times and an option to record), and any pre-recorded dancing movies they may have in their system. This represents a true entertainment hub, with digital marketing opportunities within the search interface (like Google AdWords) and within the content itself (hopefully heavily personalised to the individual and the content they are watching.
households
- families or groups of people living together (economics treats this
as a unit that makes decisions)
personal video recorder (PVR), digital video recorder - a device for recording video, "a device that records video in a digital format to a disk drive, USB flash drive, sd memory card or other memory medium within a device. The term includes stand-alone set-top boxes, portable media players (PMP) and recorders (PMR as camcorders that record in memory cards) and software for personal computers which enables video capture and playback to and from disk" (See Wikipedia)
access - the ability to get something สิทธิหรือโอกาสในการใช้
seamless - connecting very smoothly without any breaks and without stopping
conducted seamlessly across X, Y and Z - connecting X, Y and Z without any break
ballroom dancing - a type of formal dancing that originated in "balls" parties held by the rich but is now a popular hobby and competitive sport (See Wikipedia)
links - connections ความเชื่อมโยงกัน
option - a choice; something that you can choose in a particular situation ทางเลือก, ตัวเลือก
record - the best or most ever achieved สถิติ
hub - the central or main part of something where there is most activity จุดศูนย์กลาง
opportunities - a situation where it is possible to do something that you want to do
Google AdWords - Google's main advertising product and main source of revenue, "offers pay-per-click (PPC) advertising, and site-targeted advertising for both text and banner ads. The AdWords program includes local, national, and international distribution. Google's text advertisements are short, consisting of one title line and two content text lines. Image ads can be one of several different Interactive Advertising Bureau (IAB) standard sizes" (See Wikipedia)
personalised - design especially for the needs of a customer ทำตามที่ลูกค้าต้องการ
individual - relating to or involving a single, separate person or thing แต่ละบุคคล
personal video recorder (PVR), digital video recorder - a device for recording video, "a device that records video in a digital format to a disk drive, USB flash drive, sd memory card or other memory medium within a device. The term includes stand-alone set-top boxes, portable media players (PMP) and recorders (PMR as camcorders that record in memory cards) and software for personal computers which enables video capture and playback to and from disk" (See Wikipedia)
access - the ability to get something สิทธิหรือโอกาสในการใช้
seamless - connecting very smoothly without any breaks and without stopping
conducted seamlessly across X, Y and Z - connecting X, Y and Z without any break
ballroom dancing - a type of formal dancing that originated in "balls" parties held by the rich but is now a popular hobby and competitive sport (See Wikipedia)
links - connections ความเชื่อมโยงกัน
option - a choice; something that you can choose in a particular situation ทางเลือก, ตัวเลือก
record - the best or most ever achieved สถิติ
hub - the central or main part of something where there is most activity จุดศูนย์กลาง
opportunities - a situation where it is possible to do something that you want to do
Google AdWords - Google's main advertising product and main source of revenue, "offers pay-per-click (PPC) advertising, and site-targeted advertising for both text and banner ads. The AdWords program includes local, national, and international distribution. Google's text advertisements are short, consisting of one title line and two content text lines. Image ads can be one of several different Interactive Advertising Bureau (IAB) standard sizes" (See Wikipedia)
personalised - design especially for the needs of a customer ทำตามที่ลูกค้าต้องการ
individual - relating to or involving a single, separate person or thing แต่ละบุคคล
Of course, Apple is rumoured to moving into this space also with a revamped Apple @ ( the current device is somewhat limited and hampered by a strict digital rights management system ). Speculation is that this will be an inexpensive iPhone without a screen.
Creative re-imagining: Some observers are already speculating that the mobile phone will become a ''proxy for yourself''. Your mobile will monitor your car's fuel level, negotiate with filling stations on your route to find the best price, and then readjust your route to take in that station. Hotels are already experimenting with smartphones as room keys.
hampered
- made it difficult for them to so something
strict - very careful and exact เข้มงวด
rights - what the law allows you to have and do สิทธิ์ (See Wikipedia)
digital rights management (DRM) - software and hardware used limit the usage of digital content such as movies, music or ebooks (See Wikipedia)
speculate - to discuss or think about what might happen in the future or what did happen in the past when it is uncertain
proxy - acting or doing something for another person, but using your own name
proxy for yourself - meaning: your phone can act for you and use your name (rather strange but interesting idea)
monitor - keep track of, regularly check something or watch someone in order to find out what is happening ตรวจ, ติดตาม, เฝ้าสังเกต, ตรวจสอบ ตรวจตรา
fuel level - the amount of gasoline your car has in it
negotiate - having discussions between people who disagree in order to reach and agreement
route - the way or path that a car and other transportation follows เส้นทางของรถ เรือ เครื่องบิน,etc.
smartphones - mobile phones that offer advanced features so they become a lot like a computer (See Wikipedia)
strict - very careful and exact เข้มงวด
rights - what the law allows you to have and do สิทธิ์ (See Wikipedia)
digital rights management (DRM) - software and hardware used limit the usage of digital content such as movies, music or ebooks (See Wikipedia)
speculate - to discuss or think about what might happen in the future or what did happen in the past when it is uncertain
proxy - acting or doing something for another person, but using your own name
proxy for yourself - meaning: your phone can act for you and use your name (rather strange but interesting idea)
monitor - keep track of, regularly check something or watch someone in order to find out what is happening ตรวจ, ติดตาม, เฝ้าสังเกต, ตรวจสอบ ตรวจตรา
fuel level - the amount of gasoline your car has in it
negotiate - having discussions between people who disagree in order to reach and agreement
route - the way or path that a car and other transportation follows เส้นทางของรถ เรือ เครื่องบิน,etc.
smartphones - mobile phones that offer advanced features so they become a lot like a computer (See Wikipedia)
Whatever form digital devices take next, the winners will be those content-creators and digital marketers that can creatively re-imagine what media can do. Developing applications that unite the interactive, participative nature of digital devices - with their portability, locational awareness and personal nature - to create applications that offer genuine customer benefits.
Dr Ian Fenwick is an Adviser at Sasin and founding partner of digiAindra Co Ltd He recently co-authored DigiMarketing: The Essential Guide to New Media & Digital Marketing (Wiley 2008). His blog is at http://blog.digiAindra.com; his Twitter at www.twitter.com/DrIanFenwick; and his presentations at www.SlideShare.net/Ian.Fenwick.
nature
- the basic quality or feature of something
ลักษณะที่แท้จริงของสิ่งต่างๆ, ธรรมชาติของสิ่งต่างๆ
awareness - the state of knowing about something การรับรู้, การทราบ
locational awareness, locational intelligence - when a computer uses knowledge of where you are to help you find something or do some task (See previous article)
genuine - real; honest; sincere
benefits - goods things that can happen from anm activity ผลประโยชน์
portability - can move easily between different locations, not fixed at one location
founding - starting an organisation, company, political party, etc.
awareness - the state of knowing about something การรับรู้, การทราบ
locational awareness, locational intelligence - when a computer uses knowledge of where you are to help you find something or do some task (See previous article)
genuine - real; honest; sincere
benefits - goods things that can happen from anm activity ผลประโยชน์
portability - can move easily between different locations, not fixed at one location
founding - starting an organisation, company, political party, etc.
(Source: DIGI MARKETING, Digital media morphing and melding, 2/06/2010, Ian Fenwick, link)
