Comments on: Sports Illustrated unveils another digital app subscription plan Where media and technology meet Wed, 16 Nov 2016 08:48:25 +0000 hourly 1 By: tomwinans Sat, 12 Feb 2011 14:57:00 +0000 “The sticking point between Apple and media executives is over the control of subscriber data in that Apple wants to control most of it. Publishers are loath to give up subscriber data such as names, addresses and credit cards, which helps them court advertisers and market new product to existing readers.”

Apple’s position distinguishes it from its peers in this regard. This is the threat that Google fears most … yet with the trend toward richer clients where ads make less sense, it is what is likely. The ability to peer into personal lives and infer things that then are sold to the ad community is something Google has built its company around. While I love its search engine core, I personally think that building a company around advert revenue that is threatened so significantly by an alternate approach is so 2000 … it represents a bubble that can burst and threaten even the electronics products Google has successfully introduced to the market. Indeed, Android is probably laced with functionality that enables Google to know where you are and what you do. It is your permanent ip address … AND named context (in that number identifies to who you are, and you essentially stay permanently logged in … if this erodes, Google and its ecosystem members are very hurt.

In general, the trend toward richer client will force a rethink of advert-based business models. It is not that adverts won’t still play a big role in business models, but the idea of having a customer always in the position where opt-out is necessary, it could be we’ll see a consumer-benefitting position where opt-in is the default, and vendors depending upon customer demographics, etc., will have to approach the customer in the old fashioned way … through bona fide value that instills a sense of customer loyalty that leads the consumer to permit the vendor to present new innovations and products.