Tuesday, August 30, 2011

Content as the New Factory Product

The iPad. Android pads, and smart phones are the strongest proof that the technology is at the point where content creation, marketing, delivery, and consumption has finally become the new factory product. 

As Aaron Goldman points out in Everything I Know about Marketing I Learned from Google, Rishad Tobaccowala put it best by observing that the iPad is the perfect ‘slouch’ device, best for sitting on the couch while “consuming/relaxing”. Simply put, technologies like the iPad are great consuming devices. Apple was brilliant in perceiving that enabling consuming is what 90% of people desire and that the Internet and wireless technologies are finally mature enough to support it. 

I’ve also been seeing a growing number of articles and discussions related to attempts to require iPads in schools. I see this as further support for my ‘new factory product’ observation. Sure there’s the practical elimination of multiple heavy text books for students, something that my 12 year old daughter and thousands of college students, will appreciate. At the same time I see we’re just replacing the old use of public schools to create factory workers and consumers with the new use of public schools to create information content workers and consumers. 

Should we get upset? I say fighting this transition would be as foolish as trying to hold a tsunami back by standing on the beach with your hand out in the ‘talk to the hand’ position. It’s more important to simply be actively aware of the transition. Me? I’m off to figure out a way to package funny cat pictures and videos as a content product I can monetize (either directly or as a marketable disruption tool).