Tag: hype

Innovations customers don’t need

3DTV was seen as the great hope of the consumer electronics industry, it’s failure proves hype doesn’t always beat substance.

The news that ESPN is closing down its 3D sports channel is the beginning of the end for an innovation that nobody really wanted.

In the 1980s, telephone companies rolled out digital services under the name ISDN – Integrated Services Digital Networks – which were expensive and appealed to few businesses, gaving them the nickname Innovations Subscribers Don’t Need.

3D TV fits that description of an innovation which customers never wanted. While the technology was seen being the great hope of stimulating sales in a moribund consumer electronics market, consumers were never really convinced.

The 3D TV push of the last two years is typical of many technology products in that there isn’t an immediate need for them but manufacturers and retailers hope that they can hype a market into existence.

Usually that model fails, but not always.

Sometimes though, these technologies are subject to their own hype cycle and over time they come back in ways we don’t quite expect.

It’s difficult to see how 3D TVs can make a comeback but who knows? What we do know though is they were expensive toys for the few who bought the hype.

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Big data’s big truths

There’s a lot of hype around Big Data but it doesn’t mean we should ignore the risks or opportunities.

One thing former Obama 2012 campaign CTO Harper Reed cannot be accused of is subtlety so his statement at the Sydney CeBIT conference last week that Big Data is Bullshit wasn’t wholly surprising.

Reed has a good point – like all IT industry buzzwords there is a fair degree of hype and BS around Big Data although his referring to it as a storage problem misses the point.

Data storage is a problem largely solved; when we’re talking about Big Data today, we’re talking more about analysing the information and managing the life cycle of an organisation’s data.

Not that these issues are new, the tech industry has been dealing with the challenges of storing, managing and analysing data since computers first appeared. In fact, that’s the reason computers were invented.

An excellent NY Times Bits blog post expands on Harper’s views and rebuts many of the myths and hype around big data.

Most important is the point that big data is not the truth, we can torture those bits and bytes to tell us anything we like.

Claims that Big Data can tell us everything or that it will conquer discrimination and make cities smarter are fanciful. It all depends on how we choose to use the data.

There are downsides with Big Data too — we live in an age where it’s easier to let the algorithm do the work and if the computer says ‘no’, then we can shrug and say “sorry it’s beyond our control.”

Letting the algorithms run our lives is one of many risks, but it doesn’t change the opportunities for businesses, governments and communities Big Data presents. If we can understand our world better, we can do smarter things.

That’s the real opportunity with Big Data and we don’t need the hype to tell us that.

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The Internet Kool-Aide Machine

Don’t buy the hype when you read about the hot new product

Every few months, the web lights up with hype about the latest technology or website. For a few weeks, every tech conversation mentions this hot new product.

Almost always this hype is driven by the company in question duchessing a few key “opinion leaders” in the tech, social media or other circles. These folk start writing up this product and, if they are lucky, the stories get picked up by the broader media and the product becomes “hot.”

The aim is to find the greater fools, for the investors and founders of these business they want to cash out by selling the operation to a bigger entity.

When you read the hype about the latest user generated, online sharing social media service that’s growing at a remarkable rate be aware you’re actually seeing a pitch to a big company being framed along the lines that “you can’t afford to miss out.”

By all means sign up to the service to have a look but don’t buy the hype and remember you’re not the customer – the gullible big business manager looking for the next big thing is.

Image courtesy of Blary54 through sxh.hu

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