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The New Digital Divide and the New Digital Frontier
An Entrepreneur's view of Social Media and the Future of Business
Eric Mathews@ECMathews – Note: One t in Mathews
Me
• B.S. Chemistry• M.S. Cognitive Psych• Artificial Intelligence and eLearning• Associate Director Corp R&D FedEx Institute• Mercury Technology Labs• LaunchMemphis
Outline
• What Digital Divide?• Where’s the Money?• Where’s the Frontier?• What’s happening here?• Where is “here” going?
But first . . . MegaTweetup Memphis?
Digital DivideThe term digital divide refers to the gap between people with effective access to digital and information technology and those with very limited or no access at all. It includes the imbalances in physical access to technology as well
as the imbalances in resources and skills needed to
effectively participate as a digital citizen. In
other words, it is the unequal access by some members
of society to information and communication technology, and the unequal acquisition of related skills.
-Wikipedia
Classified based on gender, income, and race groups, and by locations.I look at 18 Years and older in the US – Why? Money.
New Digital Divide: “Social Divide”
Offline Online
Traditional View of the Digital Divide
New Digital Divide: “Social Divide”
Offline Online
Traditional View of the Digital Divide
Offline Online
Social Media Digital DivideTried Social Media Once
New Digital Divide: “Social Divide”
Offline Online
Traditional View of the Digital Divide
Offline Online
Social Media Digital DivideTried Social Media Once
Offline Online
Realistic Social Media Digital DivideUsed Social Yesterday
New Digital Divide: “Social Divide”
Offline Online
Traditional View of the Digital Divide
Offline Online
Social Media Digital DivideTried Social Media Once
Offline Online
Realistic Social Media Digital DivideUsed Social Yesterday
Offline Online Smart Phone
Mobile in the Online World
New Digital Divide: “Social Divide”
Offline Online
Traditional View of the Digital Divide
Offline Online
Social Media Digital DivideTried Social Media Once
Offline Online
Realistic Social Media Digital DivideUsed Social Yesterday
Offline Online Smart Phone
Mobile in the Online World
Offline Online Works
Realistic Mobile in the Online World
New Digital Divide: “Social Divide”
Offline Online
Offline Online Tried Social Media Once
Offline Online Smart Phone
New New Digital Divide: “Mobile Digital Divide”
Money in the Future
The Rise of Location Based ServicesTotal spend in the LBS market in the US to rise to $2.57 billion in 2013 (Worldwide $1B in 2008, $2.2B in 2009).
The Rise of Social Media Spending Social media spending in the U.S. will increase from $716 million this year to more than $3.1 billion in 2014, a 34% compound annual growth
The Rise of Niche Social Networks eMarketer says 8.2 percent of Social Media advertising in 2008 and was 10% in 2009 -- It will continue to grow in these areas
Digital Frontier: LBS, Niche & “Light” Social
• Starting up on the web -- Where's the money• Integrated social components into the fabric
of website platforms – Going Light Social• No such things as selling “social” -- the law of
user Revenue – Niche Social Networks• Location as context for engagement (where
you will be, where are you at, and where have you been) – Location Based Services (LBS)
New Digital Divide: “Social Divide”
Offline Online
Offline Online Tried Social Media Once
Offline Online Smart Phone
LBSNiche Social Networks
Light Social
How is Memphis building the Future?LBS, Niche, and Light Social
• MarksMenus: Light Social • IntoOutdoors: Niche Social• Xtrant: Light Social• NRange: Location Based Services
MarksMenusInfluences:• Food Network Effect (Educated public)• Everyone's a Critic and Wants the Recognition• Most Important Interface for a RestaurantNow:• Commenting, Management, Ratings• Profiles with Points Accumulating*• Searchability of Menu and Social PurposeFuture:• Light CRM: Restaurant Login for Commenting etc.• LBS App with photo journaling• LBS Marketing interface
Stats on MarksMenus
Nearly 100 restaurants total with 84 restaurants in the Memphis (Nash, LR, LA, San Fran, etc.)
Approx. 4500 menu items100% visitor growth each of the last 3 months. December 2009 marked the month that referred
traffic eclipsed direct traffic
Want to give them a boost? Send a tweet out. Example:“Just learned about how Memphis based @MarksMenus is changing the restaurant industry. Already over 4500 menu items on the system. Killer!”
IntoOutdoors
• Very social activity• 87.6M in US above 18 years old• Advertising, Business Listings, Product
Reviews, Affiliate Sales -- Why Niche Works: Facebook $2/user/year, Google $20/user/year
• Full featured system• Customizable Dashboard • Brag Boards• Products and Tips
Driving the Future
• 215 Subscribes, 1K+ views a day on YouTube• 1200+ fans on Facebook• 100+ signed up for Beta• 6 Advertisers • More Niche: Lunar Phase, Expedition System• Mobile App for Expedition, Weather, & Tips
Want to give them a boost? Send a tweet out. Example:“Just learned about how Memphis based @IntoOutdoors is changing hunting and fishing in the US. I can’t wait to see the beta site when it launches.”
Xtrant
• Project Management – Boring – Enter Light Social• Profiles for each user• Interactive and collaborative review• Synchronous Chat • Project Based Messaging and Discussion Threads• Update Notifications by Email, SMS, Facebook
Message or Secure Twitter Feeds.• Sharing to profiles
Business and Social
• The prototype has been used with 45 Internal and 480 external clients.
• Over 18,000 sessions/logins since January 2006
• Used on over 600 Projects in that time.
Want to give them a boost? Tell a friend. Example:“When it comes to looking at business cloud-based applications that integrate social features I think Memphis based startup Xtrant maybe the future.”
NRange
• 16,000+ Courses• "#1 Golf GPS app for Blackberry"
"Best Location-Aware Blackberry apps"
• Add Requested Courses in 48 Hours• www.NRange.com
NRange 2010
• Score and then send a copy of the scorecard to friends
• Ability to post to Facebook• Live tourney leader boards• iPhone and Android in Q1 2010
Want to give them a boost? Tell a friend or tweet. Example:“When it comes Mobile Golf GPS Apps I learned that Memphis based NRange was rate best in class by Business Week and About.com. Go to: www.NRange.com.”
Where are they going?
• MarksMenus: Light Social going LBS• IntoOutdoors: Niche Social going LBS• Xtrant: Light Social going deeper into Social• NRange: Location Based Services going Social
Thank You
Eric Mathews@ECMathews
[email protected]@launchmemphis.com
901-213-7795
Mercury Tech Coffee Monday’s 7:30-9:30am
At Republic Coffee
