Posts Tagged ‘internet’

Birth of Internet – Economics or Nuclear Protection?

Thursday, August 13th, 2009

Slanted View of Internet History. It is so easy to get a slanted view of history. A question came up about how the internet got started. My immediate thought was that it came into existence as a counter-measure to assure military communications in the event of a nuclear attack. My involvement in the internet started in the mid-80s when there were just thousands on the internet, not hundreds of millions. My first internet project was funded by DARPA and the U.S. Army. We were testing the ability for military fighting vehicle simulators to interact over the internet between the United States and Europe. I would think that I would have a correct view of the history of the internet with my early involvement in the internet and the military.

ArpaNet

Birth of Internet – Economics or Nuclear Protection?


Urban Legend of Internet Origins Dispelled. Well, I am wrong and have perpetuated an urban legend. Yes, the internet was partially funded by the Department of Defense, but the internet’s real roots are more based on economic reasons. An article by Johna Till Johnson called, Net was born of economic necessity, not fear, brings me back to reality that it was simple economics that really made the internet what it is today. The article tells us that it was economics that drove the the design and creation of the internet as we know it today. Johnson tells us:

“But the actual architecture and creation of the ‘Net was handled … by a team of researchers headed by Larry Roberts. Their goal was more modest: to effectively share computing resources among multiple organizations (including universities and government contractors). Roberts & Co. considered, but ultimately rejected, a centralized design for traffic management – not out of resilience concerns, but because nobody was willing to dedicate scarce and expensive computing resources to the problem of centrally managing and controlling traffic. Computer owners were, however, willing to spare a small fraction of their computational resources to route traffic in a distributed fashion – so Roberts opted to go with a Baran-like distributed design.”

The Economics of the Internet. She is right. We had this new internet technology to allow computers to share data over vast geographic distances. Large computer mainframes could act as hosts to inter-connect all these computers, but no one wanted to foot the bill for the mainframe. Thus, the internet was born where everyone dedicated a “small fraction of their computational resources to route traffic in a distributed fashion.” I still think that there is some truth to the fact that the internet was partially funded to assure military communications in the event of nuclear war, but the real driver of the internet was, and is economics.

Brand Creation in the Chaos of Social Media

Tuesday, June 30th, 2009

It use to be that brand creation was governed by the product manufacturer. If a company had the marketing dollars and the marketing talent, a company could make about any product a successful brand. Think bottled water, cars, cell phones, and so on. Now with the advent of social media, digital-based products, and the internet, brand creation has become a shared endeavor between the product creator and the social community that consumes the product. The definition of the word “brand” changes. With the birth of social media and the internet, the word “brand” becomes more than “a trademark or distinctive name identifying a product or a manufacturer”. The brand becomes more of an experience and it has a social community that is centered around the particular product or service. Think iPhone, PlayStation III, and so on.

The Edges of Your Brand

Brand Creation Between the Product and the Community

ServantOfChaos’ posting, Life at the Edge of Your Brand, describe this paradigm shift in brand creation as follows: “On the one hand there is the product of service that a business has spent time and effort creating. On the other is the population of consumers you are hoping will engage with your offering. And in the place where the two collide is the brand – but this is not your grandfather’s brand – it is the brand that is created in the flux and chaos of interaction between your offering and those who consume, use, engage, love or hate it”. Now, there are less and less opportunities for manufacturers and service providers to control their brand creation. Product owners can no longer control the users of their product using mass media. Now, more and more brands are being created by the user community where the manufacter’s intended marketing and branding plan does not survive “first contact” with the user community.

With internet media, brands are experienced, used, engaged, loved, and hated. On one side of brand creation, the Arc of Satisfaction, you have users that are using the product as it was intended. On the other side of the brand, you have the Arc of Experience where users come up with new ways to use the product or do a “mash-up” or re-mix of the product with other products. The social community now controls the brand. The product owner can at best collaborate with the user community to improve and transform the product.

When Will Business-To-Business eCommerce Be Exciting Again?

Wednesday, June 17th, 2009

It use to be that Business-To-Business (B2B) eCommerce had all the exciting technologies. There was RFID, EDI, internet (yes internet started with Government and businesses), broadband, fiber optics, electronic payments, cloud computing, wireless, and so on. This was neat stuff. Now it seems that person-to-person (P2P) communications is using all the neat technologies. Things like cell phones, wireless internet, YouTube, social networks, Twitter, and so on.

Beyond Social Networks

B2B eCommerce

Most businesses seem to be still caught in the Dot.com bubble of 2001. Web sites still look about the same as in 2001. Seems like most companies print more paper per employee than a decade ago. Businesses have limited information on their customers and what they should be selling them. Companies have limited B2B ecommerce and integration with most of their trading partners. Many companies have spent too much on technology with nothing to show for it. Other companies have spent too little on technology as they are unsure how to us it.

Hopefully soon, we will breakout of this B2B logjam. Technology integrators need to do a better job of selling B2B ecommerce solutions that add value to the businesses. Businesses need to do a better job of understanding B2B ecommerce technology and how they can use it to provide superior products and services. Seems like both IT and businesses have focused too much on the “shiny, new” technology instead of figuring out what works for a given business. P2P ecommerce and information exchange has rapidly outdistanced anything going on in B2B ecommerce.

See Scobleizer posting, What are the tech bloggers missing? Your business! on how tech bloggers get too focused on the “shiny, new” technology instead of communicating the value the technology can provide to a business.