A Look at e-Marketing over the next 5 years:

The things that will make you go: “H’mmmm”

4:00pm – 5:15pm

Rodney L Joffe

rjoffe@centergate.com

(c) 2000 Rodney L. Joffe The Best of e-Marketing

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Objectives:

1994 Define the issues and segments Describe the changes in

technologies Describe social issues Discuss the impact of both on

marketers Q & A

(c) 2000 Rodney L. Joffe The Best of e-Marketing

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One Final Objective:

Avoid Making a Fool of Myself!

(c) 2000 Rodney L. Joffe The Best of e-Marketing

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Issues and Segments

Technology: Computing Communication

Robotics Convergence Sci-fi Human and Social Issues Soapbox

(c) 2000 Rodney L. Joffe The Best of e-Marketing

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Computing

Hardware Size

Watches Nokia 8860 Sony Vaio Rim PDA’s

Quantum Computers

(c) 2000 Rodney L. Joffe The Best of e-Marketing

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Computing:

Hardware Power

1 ghz 2 gb memory

Other forms of computers Sensors

(c) 2000 Rodney L. Joffe The Best of e-Marketing

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Computing:

Software New generations of languages

Java XML

New applications All web enabled

New operating systems Optimized for networking

(c) 2000 Rodney L. Joffe The Best of e-Marketing

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Computing:

Directories Domain Names Truenames®

(c) 2000 Rodney L. Joffe The Best of e-Marketing

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Communication

Network capacity Current capacity – OC-192 or 10 Gb/s Current production – 400 Gb/s Current Test Bed: Bell Labs transmits at

3.2 Tb/s over 180 miles

All on a SINGLE fiber

QWEST build: 96 fibersGenuity: 24 of the 96By end of 2000, 500 strands around the US

(c) 2000 Rodney L. Joffe The Best of e-Marketing

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Communication

Wireless Radio frequency at 1 gb/s Optical through the air at 10 gb/s Ethernet 802.11 at 44 mb/s

What about the future? Bluetooth

(c) 2000 Rodney L. Joffe The Best of e-Marketing

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Robotics

Medicine Remote operations High accuracy surgery Micro-surgery

Dangerous environments Remote facilities Difficult to reach

(c) 2000 Rodney L. Joffe The Best of e-Marketing

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Convergence

PDA Phone TV Computer

(c) 2000 Rodney L. Joffe The Best of e-Marketing

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Sci-Fi Technologies

Imbedded sensors Passive Body Cavity Searches Proximity scanners

(c) 2000 Rodney L. Joffe The Best of e-Marketing

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Human and Social Issues

Globalization Reduced distance Removed borders

Privacy Proxies Cloaking Anonymizers Personal Profiles

(c) 2000 Rodney L. Joffe The Best of e-Marketing

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Soapbox The good effects

Global and personal Freedom Availability of information Leveling of playing field

The bad effects Availability of misinformation Lack of oversight

A Dark Age is PossibleA Dark Age is Possible

(c) 2000 Rodney L. Joffe The Best of e-Marketing

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So what should e-Marketers do?

Don’t take a knife to a gun fight!

(c) 2000 Rodney L. Joffe The Best of e-Marketing

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Things to think about:

What kinds of companies have survived? Amazon? Priceline? Toysmart?

Why? Why not?

(c) 2000 Rodney L. Joffe The Best of e-Marketing

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Things to think about:

How do people shop? How do they socialize? How do they share opinions? Where do they work?

Home or office? Where do they live?

Rural or Suburban? US or Abroad?

(c) 2000 Rodney L. Joffe The Best of e-Marketing

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Things to think about:

How will they pay for goods? How do YOU solve the problem of

not necessarily having a website that people visit?

How do you get to own the relationship?

How can you communicate? Directly or by Proxy?

(c) 2000 Rodney L. Joffe The Best of e-Marketing

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5 Things that make me go “H’mmmm”: Today’s kids = tomorrow’s adults Old style Mom and Pop stores are

coming back Overnight isn’t “instant

gratification” VC Funds have $billions – and

don’t like High Tech anymore Anoto pen www.anoto.com

(c) 2000 Rodney L. Joffe The Best of e-Marketing

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So what do YOU think will happen?