The digital age has changed everything about the way we live, play and conduct business. We’ve come a long way from the time of watching television on a traditional set to watching shows on the Internet; from sending letters to friends and loved ones to tweeting out messages; and from using an Ethernet cord to plug in to the computer to get access to the Internet to using WiFi almost anywhere.
Anywhere is a new book written by Emily Nagle Green, President & CEO of the Yankee Group. Anywhere focuses on how global connectivity has changed the way we do business.
The beginning chapters discuss where we were and where we are going with the Anywhere revolution. These chapters talk about how we are more connected to devices, experiences and even business than ever before. Ms. Green states that by 2012 nearly all of Western Europe, most of Latin America and many countries in Asia will also be fully connected.
Digital devices force people to multi-task. Ms. Green says that most 13 – 17 year olds “consume more than 24 total hours of media in the course of a day.” They do this by multi-tasking. My son, who is 13, has the computer on doing research, the television on, his Nintendo DS going and his MP3 player on all at the same time. I walk into his room and say, “how are you focusing on all these things at the same time…” and he tells me it’s easy.
Think about it. We are connected just about anywhere. Our cars are connected via Onstar and a navigator system. Our work is connected through cable and other means. When we are away from work, we use our mobile devices to get email, Internet access and restaurant reviews. When we are at home, we use the computer for our laundry (I’m confused by this, do you mean you use the computer while you do your laundry?, to look up recipes and the Internet on television (or television on the Internet?). It really is an Anywhere type of world.
How does this relate to business? For starters, you can reach consumers anywhere with your message through the Internet and other technical devices. But what it also does is help the business owner learn who his/her customers are and understand their needs. This will help owners keep their customers.
In Anywhere, the author also talks about different types of consumers including:
• Analogs – people who don’t embrace digital technology
• Technophytes – late followers of digital media and tend to think of themselves as cutting edge
• Digital Shut-ins – people who have an interest in digital media in their homes only with no mobile experiences
• Outlet Jockeys – people who have only mobile devices and enjoy that experience more than their at home experience
• Actualized Anywhere – people who buy for both home and mobile lifestyle. These are the people who influence others to buy products or services
I thought about this and wondered where I fall. Since I just purchased an iPad, I would bet that I am an Actualized Anywhere.
Interestingly, Ms. Green discusses ways to reach each of these consumers. She also talks about how work and home life are no longer separate. And, she writes that you don’t need to be at an office anymore. There are so many ways to be connected including through a “cloud server,” which appears on the Internet.
The book is interesting and thought provoking. It gives a good overview of where we came from and where the author thinks we’re going. She talks about her business, but doesn’t sell in the book. Ms. Green using her vast experience and offers tactical tools to help your business embrace digital technology.
After I finished reading Anywhere, my 18-year-old daughter came into my bedroom and looked at my new iPad. “You know, I don’t know why all college students don’t get one of these and then the school can load all our books on this slim piece of technology.”
I looked at her and thought, that’s next… With everything being digital these days and everyone and everything being connected through the Internet, there are many great gadgets to come…
This article was first published at Blogcritics by Hilary JM Topper.
I don't mean to ignore your book review, but your daughter's comment struck me. Just imagine the savings each year in money and natural resources if schools began to use more digital texts.