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Nintendo ready to take 3-D gaming to mass market (AP) : Technet |
- Nintendo ready to take 3-D gaming to mass market (AP)
- How Gemvara Is Changing the Way Fine Jewelry Is Bought Online (Mashable)
- iPad 2 Glitches Emerge (PC World)
- Jailed U.S. man likely focus of Carter Cuba trip (Reuters)
- Google working on mobile payment technology: report (Reuters)
- HSN confirms Nook Store, Android 2.2, Flash, push e-mail for Nook Color (Digital Trends)
- Young Jedi flock to Chile 'Star Wars' class (AFP)
- Nintendo 3DS NYC launch attracts a two-dimensional crowd (Digital Trends)
- Snoop Dogg Drops New Album on MySpace (Mashable)
- Is your iPhone emitting radiation? There's an app for that... kind of (Appolicious)
- Wi-Fi cars hitting the information superhighway (AFP)
- Top 5 YouTube Marketing Mistakes Committed by Small Businesses (Mashable)
- iOS and iPhone 5: What to Expect (PC World)
- Nintendo 3DS Games: Worth the Price? (PC World)
| Nintendo ready to take 3-D gaming to mass market (AP) Posted: 27 Mar 2011 02:27 PM PDT NEW YORK – With the Nintendo 3DS, the Japanese video game company is betting that it can once again nudge mass entertainment in a new direction, just as it did nearly five years ago when it launched the Wii with its innovative motion-based controller. This time, though, the competition from other devices is tougher. The handheld 3DS, which goes on sale in the U.S. on Sunday for $250, lets users play 3-D games without wearing special glasses. It also takes 3-D photos. This summer, the 3DS will play 3-D movies streamed from Netflix on its 3.5-inch screen. Reggie Fils-Aime, the president of Nintendo's U.S. arm, calls it "the first mass-market 3-D device." Nintendo's handheld gaming systems have been wildly popular since the days of the Game Boy, but in recent years people have grown accustomed (and sometimes addicted) to playing games on their smartphones. "Angry Birds," for example, is played by 40 million people a month. And both AT&T Inc. and Sprint Nextel Corp. have announced they'll be selling smartphones with 3-D screens soon. Fils-Aime acknowledges that consumers have a wide range of entertainment options. Nintendo, he says, must provide better entertainment experiences so that people keep flocking to its games and devices. So far, they are. While demand for the handheld DS has slowed over the past year, video game analyst Jesse Divnich of Electronic Entertainment Design and Research said that's only because people have been holding out for the 3DS. As of Dec. 31, Nintendo had sold about 145 million units of the DS in all its iterations worldwide. Divnich thinks demand for the 3DS will be more brisk during its first year on sale than for previous iterations, such as the DSi, which went on sale in 2008. The Wii, which hit store shelves in 2006 for $250 (it is now $200), was often sold out or in short supply as recently as last February. It's not clear yet whether this will be the case with 3DS, but retailers say demand has been strong based on the number of pre-orders they received. Tony Bartel, the president of GameStop Corp., the world's largest video game store chain, said the company is "working every day with Nintendo" to ensure that they can meet demand. Wedbush Morgan analyst Michael Pachter said Nintendo will sell "as many as they can make" over the next 12 months. While the earthquake and tsunami that devastated Japan will likely affect supplies, he called an estimate of 16 million units "very fair." The 3DS isn't Nintendo's first foray into 3-D gaming. In 1995, it launched the Virtual Boy, which required bulky headgear and displayed all images in red. It bombed and Nintendo soon discontinued it. But it didn't give up on 3-D. The technology used to create 3-D images on the 3DS is not new. Called a "parallax barrier" LCD screen, it works as if two sets of thin blinds were laid over the screen, so that your eyes each see a different version of the image. Your brain then puts them together, creating the 3-D effect. Because it only works if the viewer is at a certain place in relation to the screen, this technology is better suited to hand-held devices than TV sets. As entertainment technology, 3-D doesn't have a long track record of appeal to the mass market. It's been possible to play computer games in 3-D for years, with the help of glasses, but they have never caught on. People are willing to pay extra to see 3-D movies, but they haven't helped overall box office receipts. Veteran game designer Hideki Konno, who helped develop the 3DS, said being able to see games in 3-D makes it easier to comprehend distances while playing. "You will find it easier to grasp the width, height and the depth of the gaming world," he said in an email message translated from the Japanese. Ji Soo Yim, 20, is a fan of Nintendo but she said she might wait to buy the 3DS. She tried it out recently at the Nintendo World store in New York City while visiting on spring break from Grinnell, Iowa. "It was supposed to be 3-D, but it looks like it's going to be a headache," she said. Nintendo notes that the 3-D effect is adjustable (and can be turned off completely, too), which could help those prone to headaches from 3-D. Nintendo hopes that, along with the lack of glasses, will make the 3DS appealing to a broad range of people. It also helps that people are familiar with 3-D technology from movies. Ross Rubin, an analyst for market research firm NPD Group, thinks consumers will eventually adopt 3-D TVs in their homes just as they bought high-definition screens. The 3DS is one sign that the use of 3-D is spreading through the electronics industry, he said, though he noted that 3-D TV sales haven't been as strong as some manufacturers have expected. ___ Online: |
| How Gemvara Is Changing the Way Fine Jewelry Is Bought Online (Mashable) Posted: 27 Mar 2011 02:33 PM PDT It's news to no one that ecommerce is on the rise. Not only are more consumers turning to the web to purchase online for the first time, they're also beginning to purchase in more expensive categories -- including, one startup has found, in fine jewelry. Gemvara is a Boston-based startup that specializes in high-end, customizable jewelry. Shoppers can browse a catalog of more than 1,500 original designs and mix and match from 26 different kinds of gemstones and eight precious metals to create an arguably unique, made-to-order piece. The one-year-old company announced this week it has raised $15 million in a Series C round of funding led by European venture capital firm Balderton Capital, a lead investor in another well-known Boston startup, SCVNGR. Gemvara has raised more than $25 million to date. Gemvara plans on using the funds to build out its catalog and further develop its online shopping experience. The company also has plans to open a NYC office and double its staff of 40.
26-year-old CEO Matt Lauzon attributes much of the company's success to its Zappos-like customer service, which is available via phone, email and live chat. Establishing trust between the company and consumers, especially for expensive purchases like fine jewelry, is essential, Lauzon says. Around 45% of Gemvara's customers have never purchased a piece of jewelry online before, the company found in a recent internal survey. "What's amazing is the number of interactions [our customer care representatives] have after a purchase," Lauzon says. "It has nothing to do with the product; customers are just checking in because a friendship has been built with the customer care rep." The average price of an order is close to $1,000, he says, and the company frequently receives orders in the $5,000-to-$10,000 range. "Jewelry stores aren't ever going to go away, but more of their business is going online," Lauzon claims. "Because of inventory restraints [store] customers often have to settle, and that's disappointing. Our goal is to match people with the perfect piece of jewelry," he says. |
| iPad 2 Glitches Emerge (PC World) Posted: 27 Mar 2011 01:49 PM PDT By now you've probably heard of the alleged Facetime freezing and backlight bleeding issues facing iPad 2 owners. PC World can't verify them, and there's no indication these glitches are causing serious problems for consumers. We can only acknowledge that people are discussing the issues online -- and promise to keep tabs on them. Here is a quick rundown of a few possible iPad 2 issues that are drawing chatter on support forums and elsewhere: Finicky FaceTime As reported earlier by PC World's Jared Newman, Apple's support forums are seeing a growing number of complaints saying FaceTime video chat freezes after being used for the first time. The problem is solved by restarting the iPad. Backlight Bleeding More problematic than glitchy FaceTime software are the reports of iPad 2 backlight leakage. Some iPad owners, perhaps most famously Cult of Mac's David Martin, hav e noticed uneven patches of light showing up around the edges of the tablet's display. Martin took his original model in to be replaced and an Apple Genius noted that the replacement also suffered from the same problem. Sounds like a manufacturing problem that will need to be resolved in the future. Camera Issues Cult of Mac heard reports of wonky colors popping up in a few frames of video. Writer Brian Sweet said he noticed the problem in his iPad 2 since launch day. He isn't sure if the problem is hardware or software-related. Sweet took a two and a half minute video driving through a car wash and noticed the issue popped up three times. iPad camera records a car wash Digital trends compiled a roundup of other noteworthy issues that people are reporting online, including wireless woes, U.K. web order glitches, yellow patches due to wet bonding glue, dead pixels, and speakers getting stuck in headphone mode. So, iPad 2 users, what are you encountering? Let us know if you're experiencing glitches or idiosyncrasies, and what you (and Apple) are doing about them. |
| Jailed U.S. man likely focus of Carter Cuba trip (Reuters) Posted: 27 Mar 2011 01:28 PM PDT HAVANA (Reuters) – Former President Jimmy Carter will begin a three-day visit to Cuba on Monday for what is described as a "private, non-governmental mission" where the main topic may be the fate of a U.S. aid contractor jailed for setting up illegal Internet service. The timing, coming shortly after contractor Alan Gross was sentenced to 15 years in a Cuban prison, and Carter's past as an unofficial diplomatic troubleshooter suggest he will intervene on Gross's behalf, although no one has said so publicly. The Carter Center said Cuba invited him down to "learn about new economic policies and the upcoming (Communist) Party congress and to discuss ways to improve U.S.-Cuba relations." Gross is a major stumbling block for the longtime ideological enemies because the United States has said relations, which warmed modestly before his arrest, are on hold until he is free. After arrival with wife Rosalynn, Carter's first public event will be with Havana's Jewish community, supposedly the recipient of Gross's help in setting up Internet service under a U.S.-funded program outlawed in Cuba. Then he will see Cuban Catholic leader Cardinal Jaime Ortega, whose talks with President Raul Castro last year resulted in the release of most of the island's political prisoners. On Tuesday, Carter, 86, will converse with Castro, 79, before a Wednesday press conference and his departure. Castro is in the midst of preparing for a Communist Party congress in April where reforms to Cuba's Soviet-style economy are expected to be approved. Neither Gross nor former leader Fidel Castro were on the schedule issued by the Cuban government, but Carter seems likely to meet with them and perhaps Cuban dissidents as well. He has played a mediating role in other international problems, including last August when he went to North Korea to secure the release of an American imprisoned there. RESPECTED BY THE CASTROS There has been no indication he is coming to Cuba at the behest of President Barack Obama, so it is not clear what he can offer the Cubans, but he is respected by the Castros. In a 2002 visit he called for an end to the longstanding U.S. trade embargo against the island, but also said Cuba needed democracy and better human rights, and gave dissidents a boost by publicly mentioning their movement. While in the White House, he took steps such as lifting a general ban on U.S. travel to Cuba and remains the only U.S. president, in or out of office, to visit the island since the 1959 revolution that turned it into a communist state. What Carter could do, said John McAuliff of the New York-based Fund for Reconciliation and Development, is act as an intermediary between the U.S. and Cuban governments. "Hopefully, Carter can close the gap, not only by facilitating a humanitarian resolution of the Alan Gross case, but also by encouraging a positive response from Washington," said McAuliff, who advocates improved U.S.-Cuba relations. Obama has eased U.S. travel restrictions to Cuba and restarted talks on migration and postal issues, but McAuliff said more steps, such as removing the island from the list of terrorist-sponsoring countries, are needed. Gross, 61, was in Cuba working under a U.S. program promoting political change on the island, which Cuba views as subversive. A Cuban court this month found he committed "acts against the independence and territorial integrity of the state" and gave him a 15-year sentence. The U.S. has said he was in Cuba only to provide Internet access to Jewish groups and committed no crime. It has demanded his release, which many think Cuba is willing to do because it made its point about displeasure with the U.S. pro-democracy programs and because of humanitarian concerns. Gross's 26-year-old daughter and 88-year-old mother have been diagnosed with cancer since his arrest in December 2009. Wife Judy Gross said on Saturday the family was "desperate for his return home." (Reporting by Jeff Franks, editing by Anthony Boadle) |
| Google working on mobile payment technology: report (Reuters) Posted: 27 Mar 2011 08:34 PM PDT (Reuters) – Google is joining Citigroup and Mastercard to set up a mobile payment system that will turn Android phones into a kind of electronic wallet, the Wall Street Journal said, citing people familiar with the matter. The new technology, which is in its early stages, will allow consumers to wave their Android phones in front of a small reader at the checkout counter to make payments, the Journal reported. The planned payment system would allow Google to offer retailers more data about their customers and help them target advertisements and discount offers to mobile device users near their stores, the sources told the WSJ. Google is not expected to get a cut of the transaction fees, the paper said. Initially, holders of Citigroup-issued debit and credit cards would be allowed to pay for purchases by activating a mobile payment application developed for one current model and many coming models of Android phones, the paper said. Google, Citigroup and Mastercard could not immediately be reached for comment by Reuters outside regular U.S. business hours. (Reporting by Sakthi Prasad in Bangalore; Editing by Dhara Ranasinghe) |
| HSN confirms Nook Store, Android 2.2, Flash, push e-mail for Nook Color (Digital Trends) Posted: 27 Mar 2011 10:36 AM PDT
The details of the upgrade, which is planned for mid-April, have now been confirmed by the television network in a product demo broadcast, Engadget reports. Flash is indeed coming to the device, along with an app store — Angry Birds is confirmed — and push e-mail, ushered along by an OS update to Android 2.2. HSN customers will apparently be first in line to receive the update, which presumably means that anyone who buys one there will receive their device with everything pre-installed. It should be noted, however, that the HSN price of $299.99 is $50 more than the B&N online and in-store price of $249.99. What's really noteworthy here is you've got this e-reader, which already trumps Amazon's Kindle with its color touchscreen and enhanced functionality, suddenly being upgraded to compete alongside the big fellas in the tablet PC market. The 3G-equipped Kindle has an edge over the Wi-Fi-only Nook in terms of Internet access, but a sizable portion of the tablet-consuming market is already perfectly satisfied going without 3G. So basically, the Nook Color is being transformed into a 7-inch tablet via a software update. The $250 price tag makes it one of the cheapest options on the market for those who want to experience the joys of portable touchscreen computing. The 8 GB of storage space is small compared to the competition, but with a built-in SDHC slot and the availability of relatively cheap 32 GB cards, it would be easy enough to up that capacity considerably. |
| Young Jedi flock to Chile 'Star Wars' class (AFP) Posted: 27 Mar 2011 03:05 PM PDT QUILPUE, Chile (AFP) – In a galaxy far, far away -- well, actually in a Chilean town -- a new generation of Jedi knights is mastering the arts of the Force in a class taught by two "Star Wars" fans. The students, aged 6-12, are learning martial arts and meditation from William Berrueta, aka Master Qui Don Quan, in a course inspired by the sci-fi franchise that first captivated their parents' generation in the 1970s and 80s. "May the Force be with you," the former Tae Kwon Do and yoga instructor, now clad in the kimono-like robe of a Jedi, says before leading his young Padawan in stretching exercises, meditation sessions and self-defense. The class strives to impart the Jedi philosophy, which in the films allows Luke Skywalker to overcome the Dark Side of the Force, defeat Darth Vader and lead the rebels to victory against an evil intergalactic Empire. "Aggression comes from the Dark Side. If you attack someone, you are an aggressor," says Sergio Angeloni, who goes by "Master Yoda", the name of the pointy-eared green creature who trains Luke in the ways of the Force. "The Force should be used on the light side, solely for defense." Of course, no timeless struggle between good and evil would be complete without the children's favorite part of the lessons: the light sabers. Only the masters are allowed to handle the "real" light sabers -- $250 replicas with fluorescent lights bought in the United States -- which they use to demonstrate Japanese samurai sword techniques. "The sabers are for demonstrations, not for duels or fighting," Berrueta says. Berrueta got the idea for the camp when he took his son, then four, to a world-traveling "Star Wars" exhibition that landed in Chile in 2009 with some 200 props from the Lucasfilm Archives. "We have seen the profound joy of embodying an authentic Jedi knight, a model of goodness, wisdom, nobility, courage and almost super-human abilities," says his blog advertising the school. The Jedi's path is long -- with once-weekly classes at $75 per month leading to a "diploma" in no less than three years -- but the Force is strong in Quilpue, and the class size has doubled to 30 in its second year. "I want to study everything about the Jedi... I want to be like Skywalker," says Christopher, 10. Like Skywalker, he appears to have inherited the Force from his father. "Ever since I was little, I have been a fan of 'Star Wars', like my son. I brought him here to learn all the disciplines," says his father, Danilo Flores. Berrueta admits he faced some criticism and more than a little ridicule when he started the school, but he says there are similar programs in New York, Germany and Spain. "With time, and given what the children here experience, perceptions are changing," he says. |
| Nintendo 3DS NYC launch attracts a two-dimensional crowd (Digital Trends) Posted: 27 Mar 2011 05:40 PM PDT  Taking a page from Apple's recent iPad launch, Nintendo went all out for the release of its newest handheld, the Nintendo 3DS the other night. From noon on March 26th to 2 a.m. on the 27th, Nintendo held a small bash just outside Best Buy on Union Square in Manhattan, New York. I was able to stop by a couple times throughout the event to snap a few pictures and play some games. Nintendo had playable demo booths outside, along with food trucks (hot dogs, etc), a stage with live music, and a consistent line of 50-100. Big N reps were decked out in what appeared to be white snowsuits to celebrate. Though I was not around precisely at midnight, the crowd was fairly small during the two times I visited, but the cramped event area (smashed between Best Buy and a busy street) was never dull. If Nintendo had planned the event in a larger venue area and released the 3DS at 5 p.m. like Apple did with its iPad 2, the crowds may have been much greater. Still, enthusiasm was rampant among the few in attendance. According to reports, one fan tried to start camping out for the 3DS six days before launch; he was escorted away by police. Still, it was nice to see Nintendo give back and provide some entertainment and food to its most hardcore fans. I still remember waiting for 24 straight hours to get my Wii back when it launched. With live music and an appearance by Nintendo of America president Reginald Fils-Aime (a Nintendo celebrity), at least those who waited in the bitter cold got a bit more for their $250.
Waiting and demoing in the coldAt around 8pm, Nintendo's long line and party area, which wrapped around the block, was about half full.
After midnightRight at midnight, Nintendo handed out old red & blue 3D glasses and had the entire crowd throw them up into the air, ceremoniously making the statement that thanks to the 3DS, they no longer need to wear cardboard 3D glasses. You can see the remnants of this celebration littering the ground below. Well past midnight, Nintendo was still letting in packets of gamers in to get their 3DS. As new 3DS owners came down the escalator, a new starry-eyed gamer was let into the store. Though I was generally disappointed in the lack of full-body Mario look-a-likes, face paint, and craziness there were a few very happy gamers in the crowd. Finally, I couldn't help but play a little Pilotwings before I left. It was my first time with the system and the 3D is pretty impressive, especially after spending a week trying out glasses-free 3D phones at CTIA. |
| Snoop Dogg Drops New Album on MySpace (Mashable) Posted: 27 Mar 2011 11:37 AM PDT All 21 tracks of Snoop Dogg's latest album, Doggumentary, have just been released on the artist's MySpace page, two days prior to the album's official release. The new release features performances from such artists as Willie Nelson, Young Jeezy, R. Kelly, the Gorillaz, John Legend and many others. The album is a conceptual follow-up to Snoop Dogg's 1993 debut, Doggystyle. Some of the tracks have been available online for a while, but others are brand new. You can hear clean versions of the full track list now, and the album will be available for purchase on March 29. Here's a sample of one of the newer tracks for fans:
Call us spoiled, but we were expecting something a bit more modern than a MySpace release for the web-savvy artist, whose recent forays into Internet culture have included branded virtual goods and social gaming tie-ins. Heck, Snoop's last album got the Ustream treatment, and that was back in 2009. And several tracks were released early via Snoop's "Puff Puff Pass Tuesdays" on Twitter and Facebook, a practice that was inspired by Kanye West's G.O.O.D. Fridays weekly releases. Maybe we've been led to expect a lot by digital efforts such as the thoroughly slick, Twitter-fied microsite for Jay Z's latest release, but we were hoping for something a little nerdier from everyone's favorite rapping herbalist. Who knows -- perhaps something more impressive will be coming along with the album's official release. What do you think of the new album? If you were Snoop Dogg, would you have chosen MySpace as the digital location for the record's debut? Let us know what you think in the comments. |
| Is your iPhone emitting radiation? There's an app for that... kind of (Appolicious) Posted: 27 Mar 2011 05:00 PM PDT |
| Wi-Fi cars hitting the information superhighway (AFP) Posted: 27 Mar 2011 01:20 PM PDT WASHINGTON (AFP) – More cars are hitting the information superhighway thanks to new automotive Wi-Fi technology that allows vehicles to become rolling "hot spots." Analysts say consumers are warming to the notion of more connectivity in their cars, with "apps" for information and entertainment just as they have with their smartphones or tablet computers. "Initially, putting Internet access in the car sounds like a distraction and frivolous but as time passes it will become a part of our lives and we will feel uncomfortable not having access," said Jeff Kagan, an independent telecoms analyst. "I think this is going to grow into a vibrant sector." Market research firm iSuppli said it expects a surge in worldwide shipments of car Wi-Fi systems to 7.2 million units by 2017, from just 174,000 in 2010. Wi-Fi has been around for several years as an aftermarket accessory but many major manufacturers now offer some form of Wi-Fi or are developing it. Ford has been offering Wi-Fi in selected models since 2010 and some form of Internet access is also offered by many other major automakers including General Motors, BMW, Audi, Saab and Chrysler. In mid-March, Finnish telecom giant Nokia announced the launch of a Car Connectivity Consortium of 11 companies with common technical standards, including vehicle manufacturers Daimler, General Motors, Honda, Hyundai, Toyota, and Volkswagen. Autonet Mobile, a California-based firm that touts itself as the "first Internet-based telematics and applications service platform" for the auto market, has over 10,000 US customers using its CarFi service at $29 a month, said chief executive Sterling Pratz. The group recently signed agreements with General Motors and Subaru. Pratz told AFP that consumers are looking for better entertainment options for passengers in their vehicles and use Wi-Fi for videos, gaming and social networking. "They feel there is a better way to stay entertained in the car compared with the DVD player. They lead a connected lifestyle and when they get in the car they feel disconnected," he said. A next step, Pratz said, is other types of applications that can allow parents to monitor speeds of their teen drivers and to find their car if it is stolen. Autonet, which started in 2005 and has funding from venture capital firms, only operates in the US market but Pratz says he plans talks with European carmakers and is considering Asia as well. In Europe, Audi is using a system from Marvell Technology and Harman Automotive to create a factory-installed mobile hotspot, allowing up to eight devices to be connected. "I believe today's consumers want the convenience of seamless connectivity and live content whenever and wherever they choose -- whether in the home, office, classroom or automobile," said Weili Dai, Marvell's co-founder and vice president in announcing the system. "Finally, the car is connected to the rest of our lives." Saab meanwhile has announced its own system based on Google's Android operating system, dubbed IQon, touted as "a completely new car infotainment user experience." The Swedish automaker will allow third-party developers to develop "apps" by accessing 500 signals from different sensors in the vehicle. "With Saab IQon, there are no limits to the potential for innovation," said Saab's Johan Formgren. "We will be inviting the global Android developer community to use their imagination and ingenuity." Analysts say the market is likely to grow as more applications become available -- for entertainment, navigation or even for diagnostics of the automobile. Yet a key question for developers of the technology is whether to offer Wi-Fi as a separate data system or allow consumers to bring their own. Ford's Wi-Fi system called MyFord Touch, which is added to its SYNC connectivity for mobile phones and music players, offers no separate data plan but instead allows consumers to plug in their own devices -- smartphones, tablet computers or wireless cards. This not only allows consumers to avoid a new data fee but enables easier adaption of a rapidly changing market for wireless devices, said Ford spokesman Alan Hall. "We created the ability for a customer to bring in their 3G and 4G devices, and the car can take that signal and turn it into a Wi-Fi signal for four or five passengers in the car," Hall told AFP. Ford expects to have this Wi-Fi system on 80 percent of its cars sold in North America within four years, Hall said, and is also launching the system globally next year. Doug Newcomb of the auto research firm Edmunds.com said the Ford strategy appears to make more sense rather than asking customers to pay an additional monthly data subscription. "Several years ago before smartphones and the iPad, (a separate Wi-Fi system) might have made more sense," Newcomb said. "Now, people are saying, 'If I have an iPad with 3G why would I need this in the car, why should I pay for another data plan?'... I think the focus now will be how to incorporate the smartphone into the vehicle." |
| Top 5 YouTube Marketing Mistakes Committed by Small Businesses (Mashable) Posted: 27 Mar 2011 03:34 AM PDT This post originally appeared on the American Express OPEN Forum, where Mashable regularly contributes articles about leveraging social media and technology in small business. The path to YouTube marketing success can be littered with potholes that budget- and time-strapped small businesses can't afford to fall in to. We've spoken to three top experts in the video marketing arena to get professional advice about the common mistakes that small companies make on the video-sharing platform so that you can avoid making those same errors. For your viewing pleasure and enlightenment, we've also included a few successful YouTube videos that were produced by small businesses.
1. Having Unrealistic Expectations
Some businesses mistakenly believe that they just need to upload a video to YouTube and wait for viewers to watch by the millions. According to Sarah Wood, founder of social video distribution and engagement company Unruly Media, this rarely happens. "Yes, there is a massive appetite for online video content, but there are 35 hours of video content uploaded to YouTube every minute, so the competition for eyeballs is intense," says Wood. You need to manage expectations when it comes to the success of your YouTube content. There are a ton of high-quality, company-made videos on YouTube that never manage more than a few thousand views. "Remind yourself that having a video go viral is a notable success, not the norm," says Matt Smith, director of strategy at digital agency The Viral Factory. Smith counts Blendtec's "Will It Blend?" series (see above) as one such success. "Blendtec happens to be one of the most brilliant viral marketing campaigns ever, and it's the exception rather than the rule," he says. No matter how good your content is, you can't just upload a clip, sit back and wait for people to come to you -- you need to have a promotion and distribution plan. "You need to think through why you're on YouTube and what you want out of it, then tailor the content and the delivery strategy appropriately," says Smith. "Putting content on YouTube is step one, step two is getting out there and promoting it." Justin Gonzalez, social media strategist for creative video agency BARS + TONE agrees that videos won't go viral on their own -- you must allocate time and resources to seed it properly. "Try using social networks like Facebook and Twitter to get your social strategy started -- then promote your video using those vehicles. At the very least, friends and family are a great way to get a video to start circulating," says Gonzalez. "After all, you put money into making the video, so you better do it justice and get it in front of the right people."
2. Thinking Small
Although expectations need to be kept realistic, don't think that viral success is totally out of reach just because you're a small business. "There are plenty of small brands that think they need to be a Nike or an Adidas to be successful in social video," says Wood. "This is simply not true! Any brand, large or small, can score a hit in social video." And Wood has a great example of a small business with a successful video: Alphabet Photography's Christmas Food Court Flash Mob (see above). The clip was one of the surprise hits over the holidays last year, garnering more than 30 million views and almost 773,000 shares on Facebook, Twitter and the blogosphere, according to Unruly Media's Video Viral Chart."
3. Treating a Viral Video as a Commercial
YouTube is new media, it's social, it's about engagement. Don't sign up for the platform with a limited, old media perspective. "When you go into online video with the understanding that it can do more than just sell a product or service, you're already ahead of the game," says Gonzalez. YouTube is a social channel where people want to consume and share fun and engaging content, so don't hit them over the head with a sales pitch. "YouTube requires as much thought as any other social media channel and shouldn't be looked at as a dumping ground for marketing videos," says Gonzalez. "Everything you post should represent your brand's personality and inspire some type of reaction from your viewers -– whether it's provoking thought, laughing out loud or making a purchase."
4. Putting All Your Eggs in the YouTube Basket
It's certainly the biggest, but don't forget that YouTube isn't the only online video platform, and it may not offer the best chance of success for your brand. Vimeo, for example, could be considered a more credible platform for creative professionals. "Businesses that want to leverage the word of mouth potential of social video need to focus away from just YouTube and explore the world of social video that exists beyond YouTube, Twitter and Facebook," says Wood. Wood also names action-sports site Mpora and comedy site Funny or Die as effective outlets for hopefully-going-viral videos because they can "deliver high-quality video engagement to a more targeted and niche demographic."
5. Basing Success on View Counts Alone
Too often, businesses produce videos and hope to get 1 million views. On today's social web, success isn't always counted with stats or measured in view counts -- meaningful engagement is what matters. "At Unruly, we place a greater emphasis on brand engagement, so we also look at the number of times a video has been shared on various social media platforms, time spent with the video and uplift in relevant brand metrics," says Wood. Gonzalez thinks this is a particularly important point for small businesses, which have limited resources and must decide from the outset what they hope to gain from YouTube. "Sometimes marketers get bogged down in looking at the metrics and trying to determine whether the number of video views really made a difference in the bottom line, or whether it was just enough to build buzz around the product or service," says Gonzalez. "When you can clearly define why it's necessary for your business to be on YouTube, you're ready to move on to the next steps."
BONUS: Don't Underestimate the Power of Cats
And finally, Smith chimes in with the most insightful and important point of all that will help any brand on YouTube -- regardless of size or industry. "Don't ignore cats. Failure to put a cute or funny cat in your YouTube marketing material will cost you dearly in terms of exposure, credibility, sales and reputation," he opines. "Everyone will know you are a failing business, and they'll hate you and your product."
More Marketing Resources from Mashable- 5 Tips to Strengthen Your Company's Social Media Voice - 10 Online Strategies for Your Next Product Launch - 10 Fascinating YouTube Facts That May Surprise You - HOW TO: Engage and Mobilize Facebook Fans Beyond the "Like" - 5 Masterminds Redefining Social Media Marketing Image courtesy of Flickr, Brandi Sims |
| iOS and iPhone 5: What to Expect (PC World) Posted: 27 Mar 2011 12:31 PM PDT With the iPad 2 out and in short supply, the rumor mill's attention is now shifting to what we could expect to see in the new iPhone and iOS 5, the next iteration of Apple's mobile OS. And while the new iPhone 5 is set to arrive some time this summer, a TechCrunch report suggests exciting developments for iOS are coming this fall too. "Two solid sources" told TechCrunch that Apple is likely to break its pattern of unveiling the latest features for iOS, which is set to move from a 4.X increment to version 5. This would mean that instead of getting a brand-new iPhone 5 this summer, along with a refreshed OS, "a major revamp" of iOS would be introduced separately later in the autumn (read delayed), possibly in September. iOS 5 Moves To The Cloud Assuming TechCrunch's sources are correct, what can be new in iOS 5? Apparently, it would be "heavily built around the cloud," with some new services added to iPhones and iPads. One of them is said to be a music locker service, basically a way of storing and accessing all your music (purchased from iTunes) wirelessly, without the need to sync with a primary computer (like it is the case now). Another of these cloud services is expected to be a location-based service that would allow users to find friends and family members. On top of that, a revamp of Apple's MobileMe service is anticipated, potentially free (currently $99 per year), which would give every iDevice holder free access to Apple's cloud email, calendar, and storage service. Next Up: iPhone 5 Details about the iPhone 5, expected either June or July, are just as sketchy as iOS 5 rumors. But if the iPad 2 is any indication, we can expect the new A5 dual-core processor powering the next iPhone, as well as an improved graphics engine. Repeat rumors say we can also expect an aluminum back too, again, like the iPad 2, including the tapered edges. Also on the table for the iPhone 5, possibly a bigger screen (4-inch) and Near Field Communication (NFC) technology, allowing users to link payments through iTunes when waving the phone in front of a dedicated NFC reader. Now that Verizon is selling iPhones too, some say that the iPhone 5 could be a GSM/CDMA world phone, making it easier (and probably cheaper) to produce just one iPhone model that could handle almost any network. What features would you like to see included in iOS 5 and iPhone 5? Sound off in the comments. Follow Daniel Ionescu and Today @ PCWorld on Twitter |
| Nintendo 3DS Games: Worth the Price? (PC World) Posted: 27 Mar 2011 11:54 AM PDT Sure, Nintendo's newest portable gaming system, the 3DS, is an interesting piece of hardware that takes big risks and in many aspects delivers. The question is: do any software titles available on launch day justify the $40 price tag or even do the system justice? The 3DS experienced a reportedly hitch-free U.S. launch on Sunday. Around 18 games debuted with the system and unfortunately for everyone Legend of Zelda, Star Fox, and other Nintendo flagship titles are missing from the lineup. That isn't to say that the launch games are no good, I'm just wondering if more systems would be flying off the shelves if Ocarina of Time 3D had shown its remastered face this week. Most of the #3DS talk on Twitter is focusing around friend codes, hardware, and bundled augmented reality applications, not software. Here are a few highlight tweets from Sunday morning: FirecrestXB: ...I've gone from blasting Bob Barker to fighting off hordes of Judge Judys. #3DS ChampAshFlash: Where's a Mario, Zelda, Wario even a Luigi or Yoshi launch title? #nintendo#3DS. I think i'll wait! Elixer88: @Nintendo3DS_en @NintendoAmerica Enjoying my new#3DS! Great job guys; can't wait for some nice games to come out, though. :3c TonKSNK: I really want to pop this thing open to try out Ridge Racer, but I'm not paying $300 for 3D Ridge Racer... Or am I? #3DS vicjohusmc86: There is so much to do on the #3Ds even if you don't have any games to play. The #ARcards are fun to play with and the 3d camera is awesome. ChrisSmigs: Got my #3DS! lived up to the hype!! To be fair, most people tweeting about their 3DS experience on Sunday probably didn't have time to get into great detail about their Nintendog, Ghost Recon, or Super Monkey Ball experience. Early adopters were probably getting used to their new systems before getting into games. One user apparently noticed people picking up Pokemon games with their 3DS purchase, which could hint that some people are looking for a more definitive Nintendo experience. mageuzi: Funny how many people are picking up Pokémon with their #3DS, considering it arguably plays worse on the #3DS. It's safe to say that the 3DS is no sales slouch but things will surely pick up in the coming months when more titles become available. One user on Twitter summarized what many people are probably thinking: veedotme: I might have t[o] get a #3ds. There's just no #games I want to play on it yet. |
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