Mobile: Going, Going, Gone.. Goodbye!!

mobileBy: Alex Gutman
Content/Social Media Strategist, Writer, Evangelist/Publicist
promotionstlv@gmail.com

If you’re not going mobile, then you may as well say  bye bye….

At this year’s TechCrunch Disrupt conference in San Francisco, CEO Mark Zuckerberg sat down with Michael Arrington, founder of TechCrunch. The conversation touched on many subjects. One of the most compelling parts of Zuckerberg’s side of the conversation was about Mobile. Zuckerberg said:

“We’re going to execute this mission to make the world connected and build value over the long-term. The bigger question that will define how we’ve done is how we do with mobile.”

Mobile, Zuckerberg said is the big question mark for Facebook, as many of its almost one billion users are using either Facebook’s mobile version or the native apps built for iOS and Android. Further accentuating this move to mobile, Zuckerberg said that users are consuming feed stories at double the rate via mobile using the new iOS app.

His address underscored the need for publishers to offer mobile solutions to their users, if they want to position themselves to compete in this ever-increasing mobile world.

According to a recent Google study, consumers of content don’t like poorly designed mobile sites, and even worse, sites that do not have a site optimized for mobile. While over 70 percent of consumers maintained it was important for sites to be mobile-friendly, 96 percent of consumers have experienced non mobile-friendly sites. This study translated to the simple fact that if you do not go mobile, you are losing out to the competition and will fail.

Brafton, an online news, content and research agency that has been in operation for over a decade, earlier this year released a report as part of their Mongoose Metrics Data Series. In the report, it was stated that only 10 percent of websites are fully optimized for mobile, which means that 90% are not capable of servicing mobile consumers.

Shortly after the dawning of the World Wide Web in the early 1990s, it quickly became apparent that in order for businesses to compete in this new age, they must hop on the www train or risk losing customers to businesses that already have optimized their offerings for web consumption. Remember, this was at the beginning of the www era and there are still many businesses out there that still do not have a web presence.

In contrast, so too, in this age of mobile, it has become a necessity to optimize websites for mobile consumption or risk alienating current customers and losing out on potential others. In short, not going mobile is bad for business. While the cost for creating a mobile presence can exact a heavy toll on a publisher’s development budget, the costs for not going mobile can cost much more.

A forecast by research firm Gartner back in 2010 stated that Mobile phones will overtake PCs as the dominant way to access the web on a global scale by 2013. This forecast rings true today and looks like it is even surpassing the prediction. The forecast also added that users of mobile devices typically click less on a website than users of PCS, contending that the majority of sites that are not yet optimized for smaller screens need to be rebuilt and their content reformatted.

Publishers and other content-driven sites know that going mobile in a native fashion can be complicated and are aware of the costs with all the various mobile devices out there, with each device-specific app requiring much development work. Additionally, giving mobile offerings such tools as push notifications to promote engagement is the ultimate way to give consumers the most complete and dynamic mobile experience.

There are quite a few plugins out there that take publishers and site owners mobile and they do a good job. But, beyond being able to consume content in a comfortable fashion, it pretty much stops there. Facilitating engagement and a smooth dead-simple way to go mobile by providing publishers and consumers with a 360 degree mobile experience is where they all fall short. This is what is needed on the mobile scene today.

Advertisements

My first WAR experience since Aliyah (Ever)

A chaotic,heart pumping, fear and adrenaline filled Shabbat it was. This past Friday, a friend who gets these 30 dollar a day rent a car deals asked me if I wanted to head down south..Ya know..Support the folks…At first there was hesitation…I’ve never been within 30 miles of Gaza..Maybe Yavne where I lived for a year in the early 80s..It sounded too inviting to be with those suffering…So, three of us headed out of Tel Aviv from Florentin where I dwell…After visiting the Iron Dome Missile battery in Ashqelon (Notice the armored porto potty that doubles as a bomb shelter. There is a hatch door to underground once you step inside)

Iron Dome Missile Battery, Ashqelon – Operation Defensive Pillar
Iron Dome Crew, Ashqelon -Operation Defensive Pillar 2012

On Friday early afternoon..We headed..Here, Kibbutz Nahal Oz

Military OutPost – Kibbutz Nahal Oz – Operation Defensive Pillar

Probably unknowingly.But, what the heck..We saw soldiers..One thing I noticed is that while soldiers welcome visitors with open arms, they don’t tell people to get the heck out of there..When they should..This was pretty much as close as anyone not dressed in green or has a press pass was going to get to HamasStan…My first taste of war ever was Diving under a military vehicle, 20 minutes after we arrived and were about to leave.. with 5 soldiers outside this kibbutz during a missile alert…A Qassam rocket landed and burned a mere 50 meters away.

Honestly, I wanted to come straight back to Tel Aviv..But we headed to Sderot to watch the bombing campaign from 2KM away on a hill where we saw missiles firing out of gaza in the directions of Tel Aviv, Ashqelon and Be’er Sheva and on a few occasions. Straight at us…

I don’t know if even Einstein could have created something like the Iron Dome missile system..It’s comprised of a few different systems at a central post..There is no one touching the launchers..The crew are just there to guard them so the dome can guard us…We saw it live as it  senses launch, identifies trajectory, speed, direction, wind speed and blasts missiles out of the sky right over our heads..Eating dirt on a few occasions to protect ourselves from falling shrapnel

57 MM Piece of Shrapnel from a Qassam Rocket that landed in a room next door to an Australian journalist that was Staying in a Sderot cottage.BEFORE THE JUBARI Assasination

such as that destroyed a car in Tel Aviv yesterday….My friend works for Raphael Advanced Defense Systems (That is all I am allowed to divulge) and told me the basics last night..

<———–Alex sitting on a hill as an Iron Dome Missile coming from Beer Sheva is on its way to blast a rocket out of the sky seconds later..See the streak in the sky..

A short while later we heard there were sirens in Tel Aviv..This wasn’t TV or YouTube..This was LIVE..and SO WAS I…After Nahal Oz we headed to the Kfar Azzah gas station,

Entrance to the Kfar Azzah Community

where they had these sandwich specials..Lots of soldiers, some reporters..For the rest of Shabbat we stayed close to Sderot, shooting (no pun intended) pictures of Gaza and Missiles from the hills around…..I saw Missiles as they were launched heading in the direction of Tel Aviv, Beer Sheva and straight for us..Booms that lasted 30 seconds and waved from Gaza targets passed us for another 20 seconds all the way to the desert..Smoke columns from direct hits (see photo below)..The smell of burnt metal seeping into my nostrils..

IAF Bombing Gaza, Operation Defensive Pillar

After some nudging at a Cafe Joe in Yad Mordechay that was swarming with Press and Soldiers..We made a plan to leave Motzei Shabbat, I told my friends that I have seen and experienced enough…They agreed and we headed back to Tel Aviv by 7 Saturday night…By us being there, I feel we showed support to the people of Sderot and the South who for the most part think they are alone, barely a 45 minute drive from Tel Aviv..I don’t know what prompted me to go to Sderot for the first time ever..There was a voice in my head that said I had to be there…And even though there were a few close calls, I can say I was happy I did..There are some who watch movies and some who watch TV..I was watching a war…As darkness fell and the explosions became more vivid, I heard my name..It was my neighbors Orit and Uri from Ha’Tikva and who helped me move a few weeks back..On this hill? Here? Why? I dunno but their presence was felt zand Orit gave a solid interview to Channel 2..Speaking of..I was on Channel 2 for my 7.5 seconds of fame this past Friday night..

כך נראתה תל אביב של אחרי האזעקה

For now, this Tuesday morning it is quiet..Sunday in Tel Aviv was my 4xth Code red in about 60 hours..It’s time to end it..IDF..You know what you have to do…

A crowd sitting on a hill watching a War – Operation Defensive Pillar 2012
Cup a Joe – Yad Mordechay – Close to the Israel/Gaza border – Operation Defensive Pillar
Room Number 13 at the Sderot Cottage where the Australian journalist was staying. The Qassam demolished the room. James was staying in the room next door. #14 and left unscathed. At least physically.
MORE Coffee – Cup a Joe – Yad Mordechay – Operation Defensive Pillar

Just the sound of cats in Florentin…Let us hope it stays that way..ALL OVER THE LAND…Peace be unto you my brothers and sisters..Stay strong..Stay Safe..Am Yisrael Chai! עם ישראל חי!!

Granular Configuration Automation

Granular Configuration Automation

What is Granular Configuration Automation?

Pioneered by Evolven, Granular Configuration Automation is a new strategy, framework and practice that focuses on the discovery and automation of an IT Environment’s configuration parameters at the most granular level.

IT managers can leverage this strategy to reach the next level of automation and efficiency with regards to IT management.

Operating within this framework empowers the user to discover the most granular level of configuration parameters from any source, including configuration files, registry, database schema, associated stored procedures and reference data.

Why Focus on Granular/Does Granular Really Matter?

When it comes to environment configuration, the devil is indeed in the details.

IT environments are complex. A typical environment includes thousands of different configuration parameters (for example, Websphere holds over 16,000 configuration parameters alone) in which the mis-configuration or disregarding of a single configuration setting, can cause an environment incident with major impact on the IT and business service.

A recent newsworthy example of a high impact incident involved critical financial information which was leaked. It took the IT organization several weeks to identify, investigate and resolve the incident; resulting in lost credibility, lawsuits, precious time spent plugging holes, and a full IT reorganization. The cause? As in many similar incidents, the cause of this high impact disruption was a single file that was not properly implemented during a patch deployment…

The Difference between PR and Advertising

 

pr3

Somewhere in America :

“Honey, we need to discuss which car we’re going to purchase before the sale at ABC Motors ends”, Tracy said to her husband Tom. “Ok. We’ll discuss it tonight after dinner”, Tom says.

Conversations such as this one can be heard across America every day. Advertising influences decisions like this, but so does PR. What’s the difference? This couple’s story will make it evident.

Later that evening, after dinner, the two took out their respective literature detailing the kind of car they were most interested in purchasing.

pr2

Tom was intent on purchasing the new Edelman PRo 4×4, which was recently ranked 1st in its class in fuel economy, handling, safety, and performance in Car & Driver’s 4×4 analyst survey. It was also among the top 3 in storage space, which was a big concern, as all three of their children need to be driven to little league practice every Saturday.

pr1

Tracy had her eye on the Saatchi ADvent 4×4 whose full-page advertisement she so proudly placed on the table in front of Tom. Her eyes gleaming, she said “Isn’t she beautiful? A car that big has got to be safe and roomy. And look at the soccer mom and her two cute kids in the back seat with all their equipment. Let’s get the Saatchi!!”

Based on the scenario above, which vehicle would you prefer? If you’re not sure, read on.

TV and radio advertisements, billboards, full-page ads in the New York Times, and signs on public buses are examples of advertising. Companies and organizations pay large amounts of money to advertising companies to create messages to compel the masses to buy, think, read, want, see, do, etc…Nothing that Tracy deduced from the advertisement was factual regarding the features of the vehicle.

Free radio ads, an article in the New York Times, a survey by writers in an automotive magazine, and an auto analyst’s review in a trade journal are examples of the placements a public relations firm secures. PR firms are hired by companies and organizations to promote their products and ideas with facts. All the vehicle’s features Tom deduced from the survey were factual.

The major difference between advertising and PR as described above is that:

  • Companies pay agencies for creating ads and placing them directly in the masses view. There is no intermediary, and no 3rd party to judge that which is being communicated to the public, and is a biased promotion. Advertising promotes a controllable message since it is essentially a pay-for-play scenario.
  • Public Relations is about promoting a product or service by making a persuasive argument based on fact. In PR, a 3rd party often judges the persuasiveness of the argument before it reaches the masses. That 3rd party can be a journalist, writer, or analyst that is educated by the PR firm who is called upon to determine if the PR professional has effectively made their case.

Alex Gutman is a writer, publicist and marketer. His roots are in technology coupled with over 15 years of writing (creative, B2B, B2C, PR) experience. In conjunction with his background in the music industry where he has put artists on stages in front of tens of thousands over the past 15 years, he seeks to take products and/or ideas to another level by placing them on the lighted stage.

His specialty is finding outreach opportunities and reaching out using the power of the written word. This could lead to success as disparate as securing press, a briefing with an analyst, a potential partnership, sponsorship or a joint alliance opportunity. Read more here.

Alex believes that storytelling is a powerful strategy to get your message out to the masses. He can be reached at promotionstlv@gmail.com.