Here’s a nice write-up from The Diffusion Group on the new Apple TV platform.   Easy access to Netflix libraries and 99 cent TV shows.  But, as the Diffusion Group points out: do you really want to buy more boxes?

  APPLE’S OTT STRATEGY REVISED, TV SHOWS TO RENT FOR 99¢

First introduced by Steve Jobs as “a hobby,” it has been four years since Apple TV hit the market. If judged by this week’s announcements, one could argue that it remains just that: a hobby.
As usual, press coverage has been deafening, the subject beaten to death. Nonetheless, it is among this week’s top OTT stories. For one, the embedded hard drive is no longer, a direct consequence of the shift from a download-to-own model to a streaming model. Second, the cost of the box was lowered to $99 (more in line with competitors). Third, and in support of the new streaming strategy, iTunes has added 99-cent TV show rentals. Fourth, Apple TV is no longer limited to iTunes content but now includes support for the nation’s most popular subscription-based video streaming service – Netflix – and the world’s most popular online video streaming site – YouTube.
As well, Netflix continues to expand its streaming library. Epix, the newest PayTV movie channel, is negotiating to provide streaming rights to Netflix for movies from Paramount, Lionsgate and MGM. Netflix is reportedly paying $1B to Epix over the life of the deal.
In our opinion, it is not the $99 box that matters (it’s just another run-of-the-mill Internet set-top box), but the one-two punch of 99-cent TV shows and Netflix streaming; a combination with disruptive potential. That was a very smart move on the part of Apple, as Netflix support has become an entry-level expectation for net-enabled TVs and video platforms. As Steve Smith recently opined, “(t)he new Apple TV integrates the two services that matter most to me already for my TV, and now I don’t have to fire up the Xbox to Netflix.” Netflix provides the library or back-catalogue content, while Apple TV provides the newer shows that consumers want to watch.
Among the problems with this strategy is that it requires consumers to buy another “black box” to bring OTT content to the TV. In an age in which new HDTVs increasingly feature embedded Internet support and a number of OTT video services (e.g., Netflix, Amazon, and Vudu), the need for a secondary box is dwindling; the functionality is quickly leapfrogging adapters and becoming a regular attribute of new TVs. Given Apple’s hardware exclusivity (unlike Netflix, Amazon, and Vudu, iTunes is only offered on iDevices), it is more likely that this trend will compel Apple to introduce its own TV versus becoming an app on someone else’s television.

One of the most interesting people I sat down with was Bill McKibben.  Bill is an American environmentalist and writer who writes about global warming and alternative energy and pushes for more localized economies.  As I do more work in Clean-Tech, I’m frequently reminded of Bill and the clear, patient way he explains some pretty alarming things going on with our planet today.  He makes you THINK.  Although that might hurt a little, it’s pretty good exercise, regardless of your politics. 

Bill has a new book out: “Eaarth.”  Here’s an excerpt that’s getting a lot of play in light of the massive flooding in Pakistan:

 One of the key facts of the 21st century turns out to be that warm air holds more water vapor than cold: in arid areas this means increased evaporation and hence drought. And once that water is in the atmosphere, it will come down, which in moist areas like Vermont means increased deluge and flood. Total rainfall across our continent is up 7 percent, and that huge change is accelerating. Worse, more and more of it comes in downpours. Not gentle rain but damaging gully washers: across the planet, flood damage is increasing by 5 percent a year.

 Bill is of course referring to global warming, which is part of the growing trend toward sustainability.  Although global warming has become a political hot-button, it’s hard to refute the benefits of sustainability – conserving our precious resources, taking care of our planet and making the world better for succeeding generations.  It’s an issue of growing importance to consumers.

The point is that in this new world of communications, every successful business is working harder to reach and engage their customers.  The growing dominance of social media compels marketers to abandon their old hard sell in favor of a content-driven marketing conversation that can facilitate meaningful brand relationships with customers and prospects.  Increasingly, socially conscious businesses are creating a positive effect on consumers and differentiating themselves from their competitors.

Social networking is a pervasive trend that is even affecting B2B companies with sophisticated audiences. Creating a blog, launching a Twitter feed or Facebook fan page is just the beginning of a strategic social networking campaign.  It’s the content that you deliver that is key to fostering relationships. 

Sustainability may be important to you.  Or, perhaps you have an outstanding team of engineers, unparalleled customer service, or bamboo packaging.  Whatever.  Businesses today require a smart, strategic communications program that brings their brand to life and connects with their customers. 

Develop your brand personality.  It’s the multi-dimensional brands that have the potential to inspire, to make customers take a closer look, and ultimately – hopefully — happy to give you their business.

While you’re thinking, here’s that interview I did with Bill McKibben.

 Today, we had a kickass speaker: Dr John Warner, the father of Green Chemistry.  Green Chem is a newly emerging area with some profound implications for the toxic soup of molecules that surround us.  But equally fascinating is John Warner.  He’s no ordinary nerd.  He has hundreds of patents & papers; relationships with presidents, prime ministers and corporate heads; he’s even been tapped by Swarzenegger to help California rise above the mess. 

 But what’s really remarkable about John Warner?  Well, I’ve written a little bit about him here.  It’s our Sustainability Forum blog.  You won’t believe it, but John was once just another UMass Boston kid, a music major in fact.  Chemistry was just for nerds.  Really an incredible guy, working on an incredible cause. 

 He also happened to mention it’s really Massachusetts that has the distinct opportunity to be the “Silicon Valley of Sustainability.”  Music to our ears.

The Daily Item/Lynn, MA
http://itemlive.com/articles/2010/07/12/tech_know/tech02.txt

LYNN — The North Shore Technology Council’s monthly Sustainability Forum meeting will be held Wednesday at 8 a.m. at Clean Tech Innoventure Center, 4th floor, 20 Wheeler St., Lynn.

The guest speaker will be Douglas Leaffer, environmental/civil engineer, who will offer a brief presentation on wind turbine design. Meetings are open to members and prospective members of the Technology Council.

The North Shore Technology Council (NSTC) is a non-profit, volunteer-lead organization with a mission to build a community for interaction, collaboration, and advancement of technology business in Massachusetts’ north-of-Boston region. The council is on the Web at www.nstc.org.

The Sustainability Forum is a special interest group within the Technology Council. Its membership is dedicated to the better understanding and promotion of clean-technology and sustainable practices within our region.

For more information visit the Council’s Web site or call John Coulbourn at 508-277-7356. Or visit:

Good Morning! It’s your chance to ask me a question about my decision, use #lebrondecision to submit and I’ll answer them tonight.

Turns out Lebron got plenty of responses, of course. But lots of them went like this:

a. Ques: How do you keep an idiot in suspense? Answer: I’ll tell you later.
b. Have you just turned from regular villainy to cartoon super villainy?
c. What a classless ‘bleep.’

In the interest of full disclosure….I admit I’m a Celtics fan.  But there are plenty of great ways to engage your audience. But just stop and think first.  And give them something good to know about you…or say about you.

“The Celtics virtually invented Game 7. Boston owns Game 7 the way McDonald’s owns the Happy Meal; the way Tony Bennett owns ‘I Left My Heart in San Francisco.’’ The Celtics have never lost a Game 7 in the Finals.”

– Dan Shaughnessy, Boston Globe, June 16, 2010

Or better yet, the immortal words of Cedric Maxwell, in 1984 with the Celtics facing the Lakers in game seven of the finals:  ”just hop on my back boys, and I’ll take you on in.

Now, witnessing the power of tens of thousands to create such a wall of sound is truly remarkable – for about five minutes.

The moral of the story – for you communications fans out there?  Maybe it has something to do with clear, consistent, continual visibility.  Marshall your efforts to ensure that every singular action contributes to your greater brand perception.  Sound good? 

Except that stadium of plastic horns sounds horrible.  The better moral might be: don’t try and communicate with a vuvuzela.  Create a symphony not a cacophony.  That’s where IRM comes in.  Enjoy the games.

Viewing on laptops and portables is all part of that. In 2008 us average Web users watched 3.9 minutes of video online per day.  By the end of 2009 that figure was 6.73 minutes.

At IRM we have a special inside view on this trend.  Our client, Verivue, is one of the companies helping cable operators with the technology to deliver that content to your TV, as well as your PC and mobile device.  It’s high-tech stuff but moving quickly.  This week we’ve announced a new customer – Canada’s big operator Shaw.  Comcast is rolling out its Xfinity. Time Warner, Verizon, etc. are quickly following suit.

Video is increasingly everywhere.  And, if you’re smart, small or large, you’ll see how video can help you take advantage of this exciting new media world of ours.