Thought Starters: Pokémon Go, Complexion Reduction and Brexit

Thought Starters provides me with a chance to review and highlight some of the more important or interesting research and opinions that I’ve read over the last week or so. This edition looks at why there’s so much noise being made about Pokémon Go, what is Complexion Reduction, the impact of Brexit and whether automation is going to put you out of a job among other things:

Salesforce is the market leader in CRM, so its announcement that its Android mobile app will only support Samsung and Nexus branded handsets is a sign that not everyone is prepared to go along with the fragmented Android landscape.

Unilever and Procter & Gamble are the giants that have dominated the FMCG sector. Whilst neither brands have been afraid of taking over competitors in the past, Ben Thompson suggests that  Unilever’s takeover of the Dollar Shave Club represents something more fundamental:

AWS and Amazon itself, having both normalized e-commerce amongst consumers and incentivized the creation of fulfillment networks, made the creation of standalone e-commerce companies more viable than ever before. This meant that Dollar Shave Club, hosted on AWS servers, could neutralize P&G’s distribution advantage: on the Internet, shelf space is unlimited. More than that, an e-commerce model meant that Dollar Shave Club could not only be cheaper but also better: having your blades shipped to you automatically was a big advantage over going to the store.

That left advertising, and this is why this video is so seminal: for basically no money Dollar Shave Club reached 20 million people. Some number of those people became customers, and through responsive customer service and an ongoing focus on social media marketing, Dollar Shave Club created an army of brand ambassadors who did for free what P&G had to pay billions for on TV: tell people that their razors were worth buying for a whole lot less money than Gillette was charging.

The net result is that thanks to the Internet every P&G advantage, save inertia, was neutralized, leading to Dollar Shave Club capturing 15% of U.S. cartridge share last year.

Simply Measured’s survey of American marketers points to the challenges faced managing social media and also points to Faceboook as having the strongest ROI:

Challenges Faced by Social Media Professionals in America

July the 17th was apparently World Emoji Day and the top tweeted emojis give an interesting (if rather nonsensical) window into national psyche of different countries:

Top-tweeted emojos by country

Pokémon Go’s growth has been phenomenal going from nothing to the most popular mobile game in the US in the space of less than a month:

Whilst Pokémon Go got a headstart based on the popularity of the Pokémon franchise, it’s Niantic’s augmented reality technology blending the real and gaming world that got people really excited. Matthew Lynley explores the gameplay and monetisation that has made the game such a huge consumer and commercial success:

Niantic here does such a good job of creating just enough friction that, at the exact moment, it can capture an opportunity for monetization. Players don’t feel compelled to spend money, and instead they’re offered a delightful experience when they elect to spend money. Those eye-popping visuals continue, they keep throwing Pokéballs and they don’t have to wait to see some of the most powerful Pokémon game.

It’s also interesting to see how Pokémon Go is quickly emerging as a promotional opportunity for bricks and mortar businesses with this link further strengthened with Nintendo’s launch of sponsored locations:

The more salient point here is that no marketing channel is evergreen, but businesses that want to win have to keep one eye open for these big shifts-and they have to capitalize on them when it’s time. With Pokemon Go, businesses have an unprecedented opportunity to create strong emotional bonds with new customers, and for very little money.

Even if Pokemon Go isn’t as powerful a tool for driving sales six months or a year from now, the customers that you delight today are going to remember you tomorrow.

Michael Horton provides a look at what he’s describing as Complexion Reduction, pointing to how many traditional design cues are disappearing on mobile in the quest for a better user experience:

1. Bigger, bolder headlines
2. Simpler more universal icons
3. Extraction of color

Google commissioned SOASTA to look at how poor mobile site performance can significantly degrade user experience, providing a valuable reminder that publishers need to keep an eye on the speed dial:

A faster full-site load time leads to a lower bounce rate

Whilst much has been made of the inexorable rise of Amazon, British bookseller Waterstones has provided an interesting counterpoint providing an example of where bricks and mortar retailers can face off against the ecommerce giant. Stephen Heyman profiles James Daunt’s strategy which has seen local store managers taking great control enabling them to act more like a local book shop and less like a one size fits all franchise:

While Barnes & Noble devolves from a bookstore into a thing store, Waterstones, the biggest bookstore chain in Britain, is plotting an entirely different course. In 2011, the company—choked with debt and facing the same existential threat from Amazon and e-books as B&N—nearly declared bankruptcy. Today, however, Waterstones isn’t closing shops but opening a raft of them, both big-box (in suburban shopping centers) and pint-size (in train stations). It has accomplished a stunning turnaround under the leadership of its managing director, James Daunt, who just announced Waterstones’ first annual profit since the financial crisis. How he pulled that off is a long story, involving old-fashioned business cunning, the largesse of a mysterious Russian oligarch, and some unexpected faith in the instincts of his booksellers.

Amazon has been rightly lauded for its move from retailer to platform provider but that’s not to say it has gone without a hitch. There have been growing reports of third party sellers listing counterfeit goods on Amazon upsetting consumers and brands:

Now Amazon is filling up with counterfeits, a term that can mean several things:

* A near-identical (or identical) knock-off, sometimes even made in the same factory as the original goods, and sold out the back door
* Factory rejects that failed inspection
* Low-quality fakes that look like originals, but are made from inferior or defective materials or suffer from defective/shoddy manufacturing

The Brexit referendum now means that Britain’s exit from the European Union is now more than just a Nigel Farage’s pipe dream but the end goal is far from clear.  Ian Dent’s report based on discussions with Dr. Holger P. Hestermeyer, Professor Anand Menon, and Dr James Strong is worth read if you want a closer look at the different options faced by Theresa May.

London’s economy has benefited hugely from being the financial capital of Europe as Ryan Avent details in his book Work, Power and Status in the Twenty-First Century quoted in Marginal Revolution. Given this, it’s no wonder that other European centres are keen to see London’s access to European financial markets curtailed:

London is the richest city in Europe.  Real output per person is central London is nearly four times the average in the European Union, and nearly twice that Europe’s other large, rich metropolitan areas, such as Amsterdam and Paris.  Strikingly, London is more than twice as rich as the next richest region within Britain.  However one slices it, the city is an extraordinary economic outlier.

Whilst the coup in Turkey seems to have quickly passed, the impact on the country’s civil society are more wide reaching as Erdoğan pushes the country further away from the foundations of Atatürk, as James Palmer profiles:

Erdoğan’s populist authoritarianism threatens a frightening change in Turkey — a dictatorship with the barest veneer of democracy laid over it as cover, fueled by resentment and religious conviction, and drawing in elements from jihadists to intelligence officers to organized crime to shield itself and assault its enemies.

Will robots put you out of a job? McKinsey have analysed the impact that automation will have on different occupations, with more and more jobs impacted directly or indirectly:

Automation is technically feasible for many types of activities in industry sectors, but some activities can be more affected than others.

The last 30 years has seen substantial gains in income for much of the world’s population, but the middle classes of the US and Western Europe haven’t fared nearly as well. I’d argue that these disparities in incomes between the developed and developing world would inevitably reduce over time as education levels improve and as technologies enable international collaboration. Unfortunately one of the side effects has has been the rise of populist politicians such as Donald Trump and Nigel Farage in the US and Europe:

Who Has Gained from Globalisation

The Brexit referendum has exposed a less tolerant side to British society. Pew Research Center figures enable a comparison between UK and other Western countries suggesting that it’s hardly an outlier:

Americans more likely to say growing diversity makes their country a better place to live

Laurie Penny provides a thoughtful critique of the culture of wellness with its very individualistic view of the world providing a barrier to a more collective view of society:

The wellbeing ideology is a symptom of a broader political disease. The rigors of both work and worklessness, the colonization of every public space by private money, the precarity of daily living, and the growing impossibility of building any sort of community maroon each of us in our lonely struggle to survive. We are supposed to believe that we can only work to improve our lives on that same individual level. Chris Maisano concludes that while “the appeal of individualistic and therapeutic approaches to the problems of our time is not difficult to apprehend . . . it is only through the creation of solidarities that rebuild confidence in our collective capacity to change the world that their grip can be broken.”

The featured image is “Taste” or “В К У С” in Russian is the first big solo mural by Sergey Akramov in his hometown of Yekaterinburg, Russia for the Stenograffia Street Art Festival and published in StreetArtNews.

 

Thought Starters: growth of mobile stickers, evolution of media and changes in energy use

Thought Starters provides me with a chance to review and highlight some of the more important or interesting research and opinions that I’ve read over the last week or so. This edition looks at growth of mobile stickers, evolution of media and its implications for business and consumers and a look at the energy sector’s attempts to address climate change among other things:

Stickers have become a staple of the Asian mobile sector and are beginning to make their presence felt elsewhere. Connie Chan looks at how it’s shaping new forms of communication and how WeChat and Line are looking to capitalise on their use:

And sometimes stickers can convey what words cannot! This form of visual communication has become so popular in Asia — especially in China’s WeChat and Japan’s LINE [Line] — that it is not uncommon to see a deep thread of multiple messages without a single word. They’re not just for those crazy young kids. More notably, stickers are commonly used in professional, not just personal, chats as well. Not so frivolous after all. In fact, stickers are so core to the success of Line, that its CEO actually credited them as the “turning point” for that app. He shared that it took Line Messenger almost four months to find its first two million users … but after stickers were launched, it took only two days to find the next million. The company now makes over $270M a year just from selling stickers.

The inexorable rise of social media can be seen in its growing importance as consumers’ main source of news (and the inevitable demise of television news and newspapers):

Growth of social media as a main source of news

GlobalWebIndex’s research points to markets where ecommerce is most popular among consumers with a mixture of developed and emerging markets holding sway:

Top 10 online commerce markets

Tal Shachar plots how the evolution of digital marketing has eroded FMCG companies’ hold on consumers purchasing and is beginning to open the way for new market entrants and expanding choice for consumers:

Since the dot com boom, the promise of the internet in fundamentally changing distribution, marketing, advertising and consumption has never fully lived up to the hype.  While the major web services sucked the air out of classifieds and newspaper advertising, digital seemed unable to truly slay the beast that is TV advertising. And although consumer choice became more plentiful, the process of shopping for, purchasing and receiving products did not change as much as many had hoped. We still lived in an age determined and defined by the limitations and inefficiencies of the marketing funnel. But the rise of new distribution and marketing channels, on-demand infrastructure and consumer tracking stands to dramatically reshape this funnel, collapsing it in on itself, opening up new battlegrounds for brand competition and ushering in significantly more consumer choice. Time to get shopping.

Media spend on television advertising has shown robust health despite the growth in alternative digital advertising formats. Matthew Ball warns that this is not the time for complacency among the television networks as advertisers are offered a growing array of alternatives to the 30 second television spot:

This is certainly impressive, but it can’t go on forever. Not only is digital’s share of total consumer media time spent already at 50%, you have to believe TV will cede share if digital and mobile continue to grow. And they will.

The television business may say that’s fine – the loss/cannibalization of share doesn’t mean the nominal loss of spend as long as total ad spend increases. Yet this defense, too, is somewhat off the mark. Contrary to common belief, advertising has never been a growth business. For the past hundred years, national ad spend has been confined to a stable 1.1-1.5% of GDP (excluding WW2).

One advertiser that’s vying for a share of the television advertising pie is Snapchat. Christopher Heine profiles the company’s ambitious moves into online advertising as it looks to justify its $20bn valuation:

That growth is essential if it is to hit its goals. According to recently leaked documents from inside the company, Snapchat, a $59 million business as of last year, aims to haul in $250 million to $350 million this year and $500 million to $1 billion by the end of 2017. To accomplish that, the company will have to convince a greater slice of the population that they need another social network on their mobile devices; it must persuade consumers that an app that opens as a camera—often confusing to first-time users—is a vital addition to their digital lives. And it is no small feat to go from more than 150 million daily users to, say, 300 million. Just ask Twitter.

Ethereum is arguably the brightest light in the rapidly emerging blockchain sector and the Decentralized Autonomous Organization (DAO) is one of the most interesting innovations to emerge from the platform. DAO offered an investment vehicle without the intermediaries traditionally associated with financial services taking advantage of the application of smart contracts. Unfortunately flaws in the DAOs code enabled hackers to siphon off funds. Whilst this doesn’t exactly make for a ringing endorsement of smart contracts and blockchain technology, it has made for an important learning exercise for the community and has raised some important questions as Matt Levine comments:

The most fascinating thing about the DAO hack may be the way it exposes these tensions. To true believers in smart contracts, there is no problem here. The system is fine; the failures — writing bad code and not anticipating this attack — were trivial, mere human error.Next time, write better smart contracts and you’ll be fine. To those true believers, changing the code after the fact — even to conform it to almost-everyone’s reasonable expectations about how the DAO would work — would be a betrayal of the smart-contract ideal.

On the other hand, to the humans who read the English descriptions of the DAO and invested their money based on their reasonable expectations, their losses probably do seem like a problem. You can’t really base the financial system of the future on computers rather than humans, on trusting to immutable code no matter what happens. Financial systems are supposed to work for humans. If the code rips off the humans, something has gone wrong.

An interesting counterpoint to the earlier Tal Shachar article is research which points to a decline in the number of startups launching in the US and James Surowiecki points to the damage this may do to the long term health of its economy:

But there is a catch. While Stern and Guzman show that high-growth firms are being formed as actively as ever, they also find that these companies are not succeeding as often as such companies once did. As the researchers put it, “Even as the number of new ideas and potential for innovation is increasing, there seems to be a reduction in the ability of companies to scale in a meaningful and systematic way.” As many seeds as ever are being planted. But fewer trees are growing to the sky.

Climate change is one issue the world cannot simply wish away. We are beginning to see growth in renewable energy aided by the falling price of solar energy. Unfortunately the transport sector has been less successful in switching to low carbon technologies. Tom Randall profiles a valuable look at key trends in the energy sector, highlighting some of the successes and the hurdles faced in the move toward a greener future:

http://www.bloomberg.com/news/articles/2016-06-13/we-ve-almost-reached-peak-fossil-fuels-for-electricity

The tragic death of Jo Cox has brought the issue of Britain’s  European Union referendum into sharp relief. John Oliver has some relevant and rather amusing words to say on the topic it and it should give you some idea of where I stand on the issue:

The featured image is an Ellen Rutt mural in Cleveland, Ohio and found on The Inspiration.

If you’ve got any thoughts or opinions on any of the above please let me know.