A compilation of information about Internal Communication Evolution and Trends can be found at the following Web site:

http://internalcommunicationtrends.wordpress.com

Evolution of Internal Communication Slides:

In the Fierce Wireless article, “What’s next for location-based services” by Mark Lownstein, the author shares his thoughts on the state of LBS and GPS services. It is interesting to read that he is not optimistic about subscription-based LBS. However, he offers ideas on how to monetize such services.

Questions that can be asked include:
1) What are some examples of ways to appropriately dispel information about where consumers are? The most common example seems to be the right for restaurants to contact nearby consumers who may be looking for a good meal special. What are some non-food/beverage examples?
2) What are some circumstances under which consumers would be able to charge companies that want to access their location information?

Following is an outline for the business model of the fictitious Societies Media Co.

I. ABOUT SOCIETIES MEDIA COMPANY
Societies Media Company is a leader in the social news media category. This award winning company has cracked the code on bringing popular news and local events to consumers. Societies Media combines the convenience of local city guides with breaking news and local news. With the rapidly evolving (declining) news media and new focus on personalized digital services, Societies Media is listening to and meeting the needs of consumers.

A. Target Demographic

II. MEDIA INVOLVED
Societies Media is aggregating news and events to bring them to its audience. Rather than follow the traditional top-down media conglomerate format of the past, Societies Media brings relevant content to its audience based on user locale. The company uses both non-mobile and mobile formats to reach its audience. Societies Media builds upon the techniques used and services offered by existing content frontrunners. These include the services of GoTime.com, DemandStudios.com, NewsVine.com and WestSeattleBlog.com.

A. Non-mobile

B. Mobile

III. DEVELOPMENT COSTS

IV. KEY PLAYERS IN MOBILE ECOSYSTEM
Brand & Content Owners
New Media Interactive Marketing Agencies
Mobile Application Solution Providers
Connection/Aggregators
Wireless Operators (Deck, WAP, MMS, SMS)
Retail/Sales
Mobile Subscriber

V. PRIMARY CHALLENGES TO DEVELOPMENT

VI. EXPOSURE

VII. MEASURING SUCCESS

The article “Archivists Struggle to Preserve Crucial Records as Paper Gives Way to Pixels” in The Chronicle of Higher Education, by Florence Olsen, addresses the concerns over maintaining records of online information. The article focuses on important university documentation.

Several questions came to mind regarding the article:

1) If the information discussed is so crucial, why wasn’t it’s archival discussed before it was only documented online-only?

2) How does the tough decision of what to keep and what to throw-away in the digital world differ from the hard-copy world? Presumably the same decision must be made considering physical documents. Based on what records needed to be kept pre-Internet, it seems as though it would be fairly simple to know what online documents to print and archive.

3) Do we really need archived documentation of these items? Our culture (and that of Sweden and Germany) value written documentation much more than other countries. In areas like the Middle East, word-of-mouth agreements are valued with the same emphasis we place on written legal documents.

4) Why would you agree or disagree with the importance placed on keeping long-term records of grades? If they were archived for a year or two, wouldn’t that be sufficient?

5) Why not just print out copies of anything that needs to be archived?

The document “Mobile Web Best Practices 1.0” by W3C provides basic guidelines for improving mobile Web site usability. This is a useful reference document for mobile site creators. From an academic perspective, the paper provides useful insights as to why certain features are or are not acceptable on the mobile platform.

For example, W3C’s regulatory suggestions include limiting the content on WAP pages and keeping externally linked resources to a minimum. The paper makes it clear that the overarching problem on mobile sites is that they are improperly designed for mobile use, and not properly transferred from PC formats.  “Many Web sites and pages make for a poor user experience when they are viewed on a mobile device” and “Many Web pages are laid out for presentation on desktop size displays, and exploit capabilities of desktop browsing software.”

Several questions came to mind, and the answers would provide a relevant context for digesting the “Mobile Web Best Practices 1.0” document:

1.       How much of a problem is created due to developers failing to follow these best practices? It seems as though the only loss or detriment is to the developer himself – in having an unusable site.

2.       As version 1.0, was there not a previous document of this type? Were former developers simply expected to filter through numerous other documents (such as Web Content Accessibility Guidelines and Device Independent Working Group concepts) to obtain this information? It is surprising that this agregated paper was just released in July 2008.

3.       Similarly, is W3C the only organization of its type? Meaning, are these Best Practices supported by the rest of the industry and streamlined/agreed upon by all factions of the mobile industry?

“The Tragedy of the Commons” is a famous work by Garret Hardin. Published in 1968 by Science magazine, it offers concepts that are often referenced today without acknowledgement of where the philosophical credit is due. The article’s message is inherently relevant to modern life, and often referenced by academics and professionals.

Hardin is extolled for his concise analysis of what he calls the “tragedy of the commons”, the namesake of the article. When reading this work, it is important to keep in mind that is was written forty years ago. While the examples Hardin provides may be outdated, they are still surprisingly germane.

Hardin explains that “no technical solution” to a problem is, in fact, an acceptable solution. As people are faced with diminishing resources and a growing population, the race will be forced to make decisions as to what is truly finite. He argues that man needs to explicitly realize the difference between commeasurable wants versus needs. Sometimes this process relies on solutions that are solved by changing thinking processes rather than cyclically looking for practical solutions.Using his well-known example of a shepherd faced with the ethical question of personal versus common benefit when given the freedom to choose, Hardin explains the “tragedy of commons.” When faced with the option of benefitting from personal gain versus common gain, it is proven that a person will opt for personal gain – out of fear that all other people will choose the same option and therefore exploit him.

Hardin writes, “This is the rationale reached by each and every rational herdsman sharing a commons…Each man is locked into a system that compels him to increase his herd without limit—in a world that is limited.”

Hardin’s unfortunate truth is that “Freedom of commons brings ruin to all.”

His examples relate to modern day scenarios. Hardin uses The National Parks system as an example of a good that will be ruined with freedom. He advises that if kept free to all visitors, the parks will be exploited and deteriorate. Remember, his writing was done in the 1960s. Today’s his suggestion has been implemented, as many National Parks do require entrance fees. Mt. Rainier National Park is an example of such a park. Visitors can pay an entrance fee or purchase an annual pass to gain admittance.

He also uses the example of pollution as something that can be ruined for everyone due to a small number of the population. To me, this brings up the notion of, “Well, he’s already littering, why shouldn’t I?”

 Hardin mentions incentive programs as a means to end problems such as pollution. “The tragedy of commons as a cesspool must be prevented by different means, by coercive laws or taxing devices that make it cheaper for the polluter to treat his pollutants than to discharge them untreated.”

This is similar to e-waste programs today. The book Displacing Place compiled by Sharon Kleinman discusses the need for regulated programs in order to curtail the toxic destruction of the environment – an inherent result of e-waste. Some states, such as Massachusetts, have banned e-waste from landfills, requiring consumers to find a recycling plant. Some governments offer tax breaks for those who donate their gently-used computers to local schools. In Maine, it is mandated that producers must finance and take-back or recycle used products that consumers bring in. In California, an advance recovery fee is collected at the time of purchase, to fund recycle programs. Programs such as Cell Phones for Soldiers take the proceeds from donated cell phones to purchase calling cards for American troops. This is an incentive for consumers to do something good by donating their e-waste.

Hardin’s theory is referenced by Clay Shirky in the book Here Comes Everybody. He describes the tragedy of the commons as, “The minute one of the other shepherds keeps his sheep out in the pasture an hour longer than necessary, the only power you have is to retaliate by doing the same” (p. 52).

He uses the example of road maintenance to illustrate the tragedy of the commons and why taxes are mandatory: People would avoid paying taxes if they assumed their neighbors were already taking care of paying for the roadways.

In relation to MCDM, Shirky draws a connection between the tragedy of the commons and digital technology. He believes that new media will alleviate the tragedy, as it is now easier for like-minded, trustworthy people to form groups – thus eliminating any black sheep rule breakers. The transaction costs that once prevented the formation of such cohesive groups have lowered dramatically, thanks to digital technology. He writes that “Now that group-forming has gone from hard to ridiculously easy, we are seeing an explosion of experiments with new groups and new kinds of groups” (p 54). The Internet and mobile phones are now tools for collective action.

Key issue: Who is responsible for e-waste management?

Following is a review of the most salient information from Chapter 5 of the book Displacing Place, edited by Sharon Kleinman. It is written by Julie Newman and titled “Displacing Place with Obsolete Information and Communication Technologies.” The focus is on e-waste management.

 Author’s Main Point: Waste-management needs to be considered as part of the life-cycle of a product. When e-waste gets thrown away, the “away” should be considered.

“Until waste production is recognized as a cultural component of a system, the current trend of consumption will continue to displace the center of responsibility from the producer to the disposer. .. [Therefore,] We need to develop a consumer model that favors environmental and human health in all places.” (p. 87)

The U.S. lags behind Europe in e-waste disposal programs:

-          European countries place the disposal responsibility on producers

o   required to take back e-waste products

o   encouraged to limit the amount of toxins used

o   required to use recycled/nonhazardous packaging

-          Foreign car manufacturers are making their products easier to disassemble and recycle at the end of the life cycle

“’Transferring responsibility for waste to the producer is one of the best ways to force changes “upstream.”’” (p. 84)

There is no federally mandated regulation for the disposal of ITCs. Several states have come up with their own programs:

-          California: An advance recovery fee is collected at time of purchase, to fund recycle programs

-          Maine: Producers must finance and take-back/recycle used products

-          Massachusetts: banned CRTs from landfills; consumers must find a recycle program

Government Role:

-          Purchase greener electronics for government use

-          Properly manage obsolete electronics

-          Offer tax breaks for those who donate used electronics to schools

 Manufacturing Solutions for Greener ITC’s in the future:

-          Incorporate fewer toxic materials

-          Utilize recycled materials

-          Improve energy efficiency

-          Use minimal packaging

-          Offer take-back options & display eco-friendly certification

-          Today: Phone carriers post information about disposal programs on their Web sites

-          Amazon sends a cell phone disposal bag with shipments, in partnership with Cell Phones for Soldiers

Discussion:

How many cell phones have you owned in your life?

(Today’s teens will own approximately 35 cell phones in their life; a new one every two years.)

How have you disposed of them?  (Mine are collected in a drawer!)

The television conglomerate NBC has created a strong mobile media campaign for its hit show, The Office. The mobile campaign is broad in scope. It includes mobile content ranging from games to specially developed Mobisodes. Riding on the coattails of the show’s success, even mobile ringtones based on The Office can be found online from vendors such as AOL. Following is a review of NBC’s mobile campaign for its popular television series.

TYPES OF MOBILE CONTENT

The mobile campaign for The Office uses several types of mobile content: • SMS (short message service) is used to deliver program alerts via text message to fans’ cell phones. • WAP (wireless application protocol) is used to allow fans to access the show’s mobile Internet site from their cellular devices. • Web content is used to encourage users to try out the mobile services offered by The Office and directs them to the mobile site for the show.

TARGET USER

The target user for the mobile media campaign is an existing fan of The Office and a forward-thinking or tech-savvy consumer. The user is someone who is comfortable with mobile technology and able to afford the provider and device services required to allow SMS and WAP. There does not appear to be a gender-specific target demographic.

HOW DOES ONE INTERACT

Users interact with the mobile campaign through the Web, WAP and SMS services. They can interact with one-another in the Community pages of the site and write messages using the keypad on their mobile device. Additional interaction is done by following a mobile-adapted version of the traditional point-and-click method to move between pages/links. Content can be read, watched and written by users. (Sounds like an interesting campaign. I like the social/community aspects.)

HOW TO FIND OUT

The primary mode of exposure for the mobile campaign is through NBC’s Web site for The Office. Fans of the program are likely to visit the Web site to learn more about the show and their favorite characters. From the site, viewers are offered a multitude of bonus items relating to the show. Fans can send e-cards, download wallpaper, shop for memorabilia, watch episodes, learn about the set and costumes, and enter T-shirt design contests. Mobile content is pushed with an offer to “Sign up to receive text alerts on your mobile phone” by submitting your phone number on the Web site. The site also encourages visitors to “Visit The Office on Your Mobile Device” at m.nbc.com/office and suggests texting “OFFICE” to 62288. For a hit program such as The Office, word-of-mouth between fans would be another important portal for spreading the word about mobile content. The program may have also implemented on-screen promotion during the show by promoting the “OFFICE” keyword.

PRESS COVERAGE

There is a modest amount of press coverage on the mobile programs of The Office.

An article in The New York Times announced that NBC formatted episodes of the The Office to be streamed on the Apple iPhone. NBC Universal’s President of Digital Distribution J. B. Perrette is quoted as saying: “As the mobile Web becomes a popular access point, and video content is available on those platforms, that will become a very relevant and compelling way to get video content.”

The Internet site for PC Magazine, PCMag.com, featured an article in 2006 that announced NBC’s entrance into the mobile games market with The Office themed games. The suite of six mini-games was made available on all cellular devices and providers.

In online commentary on InsightCommunity.com, blogger David Cassel writes: “Hollywood is starting to recognize the mobile revolution. One big issue in the writer’s strike was securing royalties for the digital transmission of shows. B.J. Novak (a writer for The Office) said that most of his friends were watching online instead of on television – so the first migration has already begun. More and more people are realizing they can watch their TV shows in a digital format. Once they’ve separated their favorite shows from their set…they’ll be more open to mobile viewing!”

The site TheFutonCritic.com posted a press release from NBC that announced the new “Addictionary” for The Office. The user-generated compilation of the show’s jargon is available on Twitter – a service that can be utilized on mobile devices.

While there is not an overwhelming amount of news coverage on the mobile media campaign of The Office, the initiatives are not going unseen. The truly newsworthy part about the campaign is the amount of effort that NBC is taking to use many forms of new media to engage its audience. NBC is doing well to jump-in and fearlessly try new modes of communication.

MOBILE VS. NON-MOBILE

While The Office began as a traditional television series, the program’s Web site and mobile content provide a means for additional audience exposure.

On the Web, users can engage in a series of fun activities relating to the show. The site’s design is clean, inviting and creatively made to resemble an office bulletin board. Visitors can view episodes and read blogs about the characters.

The Web and WAP sites complement each other. The mobile site offers a link to NBC.com followed by a masthead for The Office that resembles that of the Web site. Program information is listed above a “Featured Content” section that offers part of an episode, a recap of the same episode, and a photo with details about the T-shirt design competition. These are similar content items between the Web site and the WAP page.

Also similar between the mobile and PC platforms are the links for About, Videos, Episode Recaps, Photos, Community, and Shows List. The Videos link offers Two Minute Replays, Extras, Full Episodes, Previews, Web Exclusives and Webisodes. The Community page offers a message board style area for discussions.

WHO PAYS

A mix between users and advertisers pay for the mobile campaign.

The text alerts to mobile phones regarding The Office are paid for by the consumer. The Web site for the program clearly states that “standard rates apply” for the service and that T-Mobile customers may face additional charges. However, the user is not bearing any costs beyond the normal carrier fees. Therefore, it is NBC who is covering the costs of SMS development and delivery. They are using a shortcode rather than asking the user to pay extra, such as Premium SMS. NBC is paying the fees that are associated with connecting to the mobile network. There were no ads on the text alerts, meaning they were not advertising supported.

The mobile games developed for The Office were also paid for by the user. The initial rates were $6.99 for single use and $3.99 for a monthly subscription to the games.

The mobile content via WAP is supported by display advertising. Banner ads for cable networks such as HBO and Showtime remind visitors to watch more television.

MOBILE MARKETING ECOSYSTEM

As identified by the white paper “Understanding the Mobile Ecosystem” by Strategy Analytics, there are many players in the mobile value chain. Content owners, designers and developers, publishers and aggregators, providers, and marketing and delivery agents are all part of the mobile environment.

NBC Universal likely worked with the MMA to follow standardized mobile regulations and employed Neustar to obtain the shortcode of 62288.

Content aggregators are utilized to coordinate with developers, owners and providers. The mobile ecosystem for The Office involves a gateway provider that delivers content and offers access to carriers who then reach the end user. The WAP page offers videos/content and the SMS goes out regularly to drive consumers back again to the WAP page as a marketing effort. NBC’s billing service for mobile content appears to be handled by the carrier/operator, as the Web site for The Office states that standard rates apply.

PERSONAL EXPERIENCE

To try the mobile services of The Office first hand, I followed the Web site directions and turned to my Samsung Blackjack.

I signed up for the SMS service via the Web site by entering my phone number in the designated field. The site rewarded me with a “Thanks for Signing Up!” message and my SMS in-box received this text message:

The Office: To confirm reply Y. U’ll rcv up to 5 msgs/wk. To quit, reply OFFICESTOP. For help, reply HELP. Std msg rates apply. http://m.nbc.com/office

My curiosity was instantly piqued at the thought of the approval process for the verbiage of that SMS message.

To try all angles before moving forward, I then tried texting “OFFICE” to 62288, as suggested on the Web site. This apparently had the same result as texting “OFFICESTOP,” as I received a sorrowful message that read: NBC: Sorry to see you go. You won’t receive msgs from The Office. To rejoin, reply OFFICE. http://m.nbc.com I followed the directions to rejoin. A third reply, this time lacking the multitude of text jargon used in the first welcome message, came my way: The Office: Thanks for signing up! You’ll receive up to 5 msg/wk. – To unsubscribe, reply OFFICESTOP. – For help, reply HELP. http://m.nbc.com/office Now an officially registered recipient of The Office SMS alerts, I proceeded to visit the heavily-encouraged site http://m.nbc.com/office. The top of the mobile site featured a flashing banner ad for HBO – a sign that advertising dollars support the site. There are similarities in design and content between the Web site and the WAP page (refer to Mobile vs. Non-Mobile section above). The WAP content was easy to navigate and welcoming.

IT MAKES SENSE

The mobile program for The Office is a smart move by NBC. The trendy show resonates with working professionals who are often linked to business technology. This is an audience that has access to computers and is likely to visit the Web site for the show and thereby learn about the mobile campaign. The mobile program also makes sense for NBC since new media are rapidly replacing traditional media sources. It is wise for the mogul to stay current with trends and innovations. By entering the mobile market, NBC is maintaining its value for a demographic with changing preferences. Some programs are mobile and others are not in order to meet the diverse needs of consumers. By spreading its reach among various platforms, NBC can have a widespread impact. The text messages announce the program schedule in a “be sure to watch” manner. I did not receive any breaking news announcements.

CHANGES

In conclusion, the mobile campaign for The Office is agreeable overall. For improvements, I would simply change the SMS messaging to better fit the theme of the mobile campaign. For consistency with a show that offers witty humor, it would be nice to see a more in-character SMS note. A jocular message in the tone of one of the characters is almost expected from the text. The SMS is the single area that most stood out as being inconsistent with the The Office brand.

Sources:

Breaking News: NBC.com Gives Fans ‘The Office’ Additictionary. (2009, January 22). TheFutonCritic.com. Retrieved from http://www.thefutoncritic.com/news.aspx?id=20090122nbc01

Cassel, David. (2008, September 24).Which TV Shows Have the Best Mobile Tie Ins? InsightCommunity.com. Retrieved from https://www.insightcommunity.com/case.php?iid=1252

Griffin, Jeffrey. (2008, Winter). The Americanization of The Office: A Comparison of the Offbeat NBC Sitcom and Its British Predecessor. Journal of Popular Film and Television, 35-3, 154-163. Retrieved from http://heldref-publications.metapress.com/app/home/main.asp?referrer=default

Hansell, Saul. (2008, May 8). NBC Bypasses Apple to Stream to Stream TV Shows to the iPhone. The New York Times. Retrieved from http://bits.blogs.nytimes.com/2008/05/08/nbc-bypasses-apple-to-stream-tv-shows-to-the-iphone/

Johnson, Bary Alyssa. (2006, August 1). “New Game Reminds Viewers to Watch ‘The Office.’” PCMag.com. Retrieved from http://www.pcmag.com/article2/0,2817,1997422,00.asp

The Office. (2009). Retrieved from http://www.nbc.com/The_Office/

Understanding the Mobile Ecosystem. (2008). Strategy Analytics for Adobe Systems, Inc. Retrieved from http://www.adobe.com/devnet/devices/articles/mobile_ecosystem.pdf

According to the About.com posting, “Jamster Slammed for Mobile Selling Practices,” by Stephen Lawson, the ringtone company Jamster/VeriSign was in a business of ill-repute in 2005.

Some questions come to mind while reading Lawson’s article:

1) Did Cingular acquire AT&T or vice versa?  Lawson states “Cingular, which now owns AT&T Wireless…”

2) Analyst Eddie Hold metions “confused subscribers” and says, “There’s no such thing as an easy-to-read wireless bill.”  Why do you think this is the case? Is confuse-a-consumer an intentional tactic employeed by the carriers?

3) Lawson draws an intersting conclusion at the end of his article. He assumes that two incidents are correlated, but he does not give evidence for his statement. He presents the statement that Jamster advertised on Nickelodeon, and then states that Jamster’s business dependedon exploiting children who would force their parents to buy ringtones. I found the idea that Jamster’s business depended on the kids market to be a bit extreme. What do you think of this statement?

“In the case of Jamster, the service is advertised heavil on TV channels such as Nickelodeon that are aimed at children, according to the suit. (Jamster also advertises on PC World.) The company depended on drawing young mobile users into the service and then having their parents pay the charges, which appear on the monthly cell phone bill, the suit alleges.”