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Subject: RE: UKNM: Fast Summit
From: Bradley Crooks
Date: Fri, 18 Sep 1998 14:31:12 +0100

>>I guess we can look at Channel 4 and the Sky channels for clues (wet finger
>>in air) as to when an audience figure and the associated demographic is
>>acceptable enough for the advertisers to "pile in" wholesale. In the UK and
>>Europe at the moment, there just isn't sufficient internet usage penetration
>>of the traditional FMCG audience.

Although of course unlike Channel 4 and Sky where there was no previous
experience of these 'new models' the net has the advantage of the proven
success of satellite and independent TV, radio etc to prove it's potential
worth. Anyone that has followed the business press over the last few years
will be well aware that it is no longer enough for companies to follow tried
and tested models. The modern message is "change constantly or die" (a
little dramatic but you get the point). Basically large companies cannot
afford NOT to get involved in potential new business models and channels to
market. Hence P&G doing what they're doing. Hence, Hewlett-Packard scared
out of their wits by what Dell are doing, hence a vast investment by the
stock exchanges in vapour-stock.

>>free, one-click, preferably seamless with something safe like TV, instant and
>>interactive. When we have that, then the masses jump in and then the FMCG
>>boys will really motor.

I'd agree with you that is has to be easy, but free? I doubt it. Instant?
Probably not. I think it's more a matter of gaining consumer acceptance and
proving that the medium is a worthwhile use of someone's time(i.e. that
much-used phrase 'value-added'). Minutel is neither free nor instant but is
a house-hold 'appliance' as far as the French are concerned and is
so-commonly used it has actually been a barrier to entry for the use of the
Internet in France.


Bradley Crooks
Business Development Director
Foresight New Media

http://www.foresight.co.uk
bradleyatforesight [dot] co [dot] uk



Replies
  RE: UKNM: Fast Summit, Steve Andrews (home)

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