Archive for Jeff Hasen

Life With An Apple Watch – Too Personal and Lacking Benefits

Posted by Jeff Hasen on May 19th, 2015 at 7:56 am

To continue to call the mobile phone my most personal device is to ignore the You Did It notification that I received on my new Apple Watch while I was in front of a urinal.
Whoa, even double whoa, I thought at that moment, before I silently thanked the Apple developers in Cupertino for the positive reinforcement.
I now know that particular notification conveyed the fact that I had reached a stand-up goal set by my Apple Watch. But for the newbie, it did seem random and ill-timed.
And there has been more where that came from.
To sum up my first 10 days with Apple Watch, it has been about making time rather than saving it.
Simply and unequivocally, the user experience isn’t intuitive. That forces you to either seek out and read a long user guide or muddle through wondering when is the moment for the ballyhooed Force Touch, a swipe to the left, or a click or two or three of the newly-introduced-to-us Digital Crown.
Out of the box, my Apple Watch failed to tap my wrist and mirror my iPhone when a text message or email arrived. Ninety minutes and two Geniuses from the Apple Store later, a supposed software problem had... Read more

American Idol Made Mobile A Star

Posted by Jeff Hasen on May 11th, 2015 at 7:09 am

Your American Idol memory might be of the transformation of Carrie Underwood from an awkward amateur to a commanding star. Or it might be of William Hung getting famous for his off-key audition performance of Ricky Martin's hit song "She Bangs".
Mine will be how the Fox talent show – which will end its run in 2016 after 15 years - made mobile a star.
In the United States, mobile eventually became more of a must-have consumer device primarily for three reasons: American Idol integrated text into its voting process in 2003 during its second season; text messaging was made available as a cross-carrier product, allowing cell phone users to reach anyone with a mobile device with a messaging capability regardless of the mobile operator that the subscriber chose; and Motorola introduced what became the best-selling RAZR, a clamshell phone that was thin, capable, and an instant fashion statement.
Ten years after the world’s first commercial text message was sent by employees of LogicaCMG, just how dramatic was texting’s growth because of American Idol, which had become one of TV’s highest-rated shows?
More than 7.5 million American Idol-related text messages were sent by AT&T Wireless customers throughout the 2003 season, including polls, sweepstakes entries,... Read more

Apple Watch As In Watch Out, Inattentive Slugs

Posted by Jeff Hasen on April 12th, 2015 at 10:23 am

In the wee hours of Friday morning, anticipation turned to disappointment as Apple pegged the delivery of my newly-ordered Apple Watch to be well into the future, specifically between May 13 and 27.
By Saturday night, I was thinking up ways to buy more, ummm, time.
Let me paint the picture.
One of the supposed benefits of receiving notifications on your wrist is the unmatched ability to inconspicuously sneak a look at information without having to pull out a smartphone.
John Kosner, Executive Vice President, ESPN Digital & Print Media, told me so much in an interview for my upcoming book, The Art of Mobile Persuasion.
“Sports always lead technology because of the urgency and how much people care,” he said. “If the Seahawks are playing a Thursday night game and you are at dinner, you can just look down at your watch to know what’s going on versus having to excuse yourself, and go to the bathroom to sneak a look at your phone. Guys are going to love that. You can already see the TV commercial that can be made for that.”
Perfect. It will be as easy as Sunday morning.
Or not.
I tested the premise Saturday night in a restaurant with white tablecloths and... Read more

The Disconnect That Is Apple Watch's Promise of Better Connectivity

Posted by Jeff Hasen on March 8th, 2015 at 10:39 am

More immediate access to our emails and texts makes sense for a surgeon or someone who is about to learn of a life-changing lottery win.
The rest of us can wait.
Apple is betting that I’m wrong.
Are you going to trust its track record or mine?
Remember I’m the guy who made the second biggest mistake in recent Super Bowl history, incorrectly predicting for seven straight years that advertisers would move their commercials out of the 1970s and add a mobile call to action that would lead to ongoing engagement with millions of people. My latest fumble on that one got lost in Seahawks’ inexplicable throw at the end of the last Super Bowl.
But back to the question of whether the introduction of the Apple Watch is timely.
There isn’t a way to convince me that there is a pent-up demand for a quicker or more convenient path to information coming our way. With more than 75 percent of us in the United States packing a smartphone, and most keeping it within four feet day and night, is there a real problem with us either getting to our emails and texts or knowing that one or 75 are there?
I suppose that one group of... Read more

Diluting and Confusing Is Hardly A Smart Holiday Marketing Strategy

Posted by Jeff Hasen on December 1st, 2014 at 7:08 pm

We’re the all-powerful marketing team and when we say that something is a deal, then it darn well is.
Unless it’s not.
The slow-pitch, knock-it-out-of-the-park prediction was that mobile would set sales records Black Friday (whenever that is – more on this is a second) and Cyber Monday. More have smartphones, brands have made mobile a focus, mobile web sites aren’t buffering like they did on BlackBerry devices in 2005, and we’re a society that craves convenience. Or is lazy.
Or both.
What seems to have caught many by surprise is that much like a giraffe is a giraffe even if we tell others that it’s a rhino, Black Friday is a day. Not a week. Not a month. Heck, someone might try to call all of 2015 Black Friday.
Except that it’s foolish to extend a dedicated shopping day to a longer period and then to whine about a dip in Black Friday sales. Ummm, you asked them to buy on what everyone else calls a Monday. They were done by Friday – or didn’t believe that the “deals” were few and fleeting.
We might look back and say that extending the “special days” to longer periods made sense because overall sales were up, but... Read more