Is Your Brand Ready For The Download Nanny?
Not to worry. Why? Because you’ve set the Download Nanny to bump your daughter’s download to a later time.
Until now, the internet has been pretty good to us. For the most part, we’ve been able to download what we want, when we want it. But that can’t last. As HDNet and Dallas Mavericks owner, Mark Cuban, puts it:
“The viewing of internet video will continue to grow. We will want to download movies in High Def quality. Digital pictures will increase in resolution, and we will upload and share our lives through digital pictures that consumes multiple mbs per picture. To do all that without limit cant happen. For the vast majority of us, there won't be enough bandwidth for unlimited downloads.”
Steve Lerner, former vice president for streaming media technology at Speedera, agrees with Cuban. "The only reason broadband works today is that not many people use it. Delivering 4 Mbps to every home is beyond the capability of the infrastructure in this country. You will need equipment that will not exist for another 10 years."
What this means for marketers in the long term is anyone’s guess. Clearly, in the Wild West phase of the internet, it’s been relatively easy for brands to stand out. But once the crunch comes, and we believe this will happen sooner probably more than later, it won’t be the medium itself that wins the day. It’ll be the ideas that have to live or die there.
The more things change, the more things stay the same.