BOW+ARROW

According to GSMA projections, by 2020 there will be in excess of 24 billion networked devices in the world. Pacemakers, microwave ovens, cars – even umbrellas – will all be connected, intelligent, and able to respond to changes in our context or preferences. It’s easy to think of these devices as risky long-term product development plays. Doing so would be a mistake, and here are a couple reasons why:

• It’s time to start thinking of every connected device not just as a physical product, but also as a platform. Increasingly devices are architected to grab apps over a connection and run it on top of the core device OS. Smartphones, tablets and e-readers are great examples, but the app model is rapidly extending to connected devices everywhere. All-in-one office printers can now have their capabilities extended with easily-downloaded apps. You can buy a $99 BluRay player that runs a selection of apps enabling a range of capabilities. And a smart soda machine Coke debuted at the Beijing Olympics is now being rolled out in quantity in the US with an “app zone” that can be updated via the Coke Digital Network. In addition to running apps including games, the machine can integrate with other nearby connected “digital endpoints,” such as digital billboards and transit advertising.
• HTML5 is rapidly expanding its reach as a “develop once, publish many times” app platform. While there is no de facto standard in place, HTML5 has a lot of momentum as an open, multi-platform, browser-based app platform. HTML CE is taking off for apps in TVs and other home entertainment devices. Many highly-functional services delivered to multiple platforms such as Pandora and LinkedIn are now built with HTML5. The coming finalization of the HTML5 standard in 2014 will accelerate this acceptance.

Takeaways for marketers: First of all, nearly everything will be able run apps soon, presenting opportunities for brands to extend their branded utilities into new devices and user contexts. Keep in mind, Millenial workforce entrants are driving the rapid consumerization of workplace IT, and in an app culture, no one will need IT approval to download an app onto a device. And second, investments in pushing the boundaries of functionality built in HMTL5 are likely to pay off, as they don’t face the sort of limits posed by proprietary app development platforms.

LinkedIn –Facebook’s more professional cousin – recently surpassed MySpace to become the No. 2 social-networking service in the U.S. I’m not entirely sure what surprised me about this news more – the fact that LinkedIn became #2 or that MySpace had held the position for that long. Continue reading »

In PJA’s continuing pulse-taking of global IT, HR and Finance professionals, our new research collaboration with Toolbox.com reveals some pretty cool sound bites for your next marketing conference drinks hour.

The survey of 2,100 global professionals is called “The Role of Social Games and Communities in Professional Identity,” and reveals that

* Although only 16% of those surveyed own a tablet device, 36% plan to purchase one by December

* More than 65% of respondents now spend close to 7 hours every week consuming or participating in social media, a 13% increase over a year ago

* Among professionals surveyed, IT professionals spend 3.69 hours consuming social media using their mobile device, up from 2.4 hours in mid-2010.

* Interest from the IT community in tablet implementation has more than doubled since last summer. Overall we’re seeing a 53 percent rise as tablet options increase and become more mainstream.

Beyond tracking social media use and value among professionals, the survey also measured interest in two converging trends: larger-format handhelds such as tablet computers and the use of more interactive, game-like content.  Nearly a third of IT respondents believe that online gaming should be incorporated into their daily job or training. So the next time you see a conference on gamification, consider registering. It seems like a coming trend.

Again, get all the details on this survey and a nifty PDF here.

When you think of innovation, chances are a lot of things may come to your mind – but I’d be willing to bet that one of those things isn’t soda. After all, soda is basically “sugar water” that hasn’t experienced much change in the past 125 years or so. And no, I’m not counting New Coke or Pepsi Clear as innovation.

However, yesterday, Pepsi announced what sounds like a pretty cool innovation – though it doesn’t have anything to do with the soda itself (link to press release & video). The innovation is what Pepsi is calling a Social Vending machine. It’s uncertain when and where the machines will start popping up near you, but from the looks of the photos – you’ll definitely notice them when they arrive.

The idea behind the social vending machine is to enable any user to give a gift to a friend by selecting a beverage and entering the recipient’s name, phone number and a custom text message. The gift is then delivered with a code and instructions for how to redeem the gift at a Social Vending machine.

The person receiving the soda then has the option of either sending a thank you soda right back or buying a soda for someone else. In fact, possibly the most interesting feature of the machine is what Pepsi is calling “Random Acts of Refreshment”, which is the ability to buy a drink for a complete stranger anywhere in the world. Meaning that it has taken Pepsi exactly 40 years to figure out how to buy the world a Pepsi, instead of a Coke.

Kevin Smith is an Account Supervisor at PJA Advertising & Marketing. Follow him on Twitter: @Mr_KevinSmith

A recent study from Manhattan Research found that almost 72% of physicians now own a smartphone, so it’s no surprise that more apps are being geared toward them. There are an estimated 3,900 apps for healthcare professionals on Apple iOS, BlackBerry and Android devices, according to MobiHealthNews. These new apps are now allowing more physicians to monitor patients and make remote diagnosis. To read more about how apps are changing the role of physicians read the full article here at the WSJ.