New Digital World

At this time, when everyone focus only on tablets, we should realize what is really happening because of these new devices.
In September of last year, Chris Anderson of the U.S. magazine Wired, wrote that the web had died. With his unique wit and his ability to hit certain fringes of society, Chris Anderson may have abused a bit on his obituary. But he focused on a key point: the emergence of simple programs, easily purchased and installed, with little more than one purpose, are changing, and will continue to do so, the way we relate to the digital world.
Welcome to the new world of the applications.
I am particularly interested on what this reality will change in the distribution of content, whether paid or free.
What tablets are offering to consumers, which had already begun with some smartphones, are new forms of digital distribution of content. This approach has advantages for both sides of an old relationship. For producers of content, applications represent a new way to distribute their products, in many cases in a way that makes selling them very easy. Thus, the digital business, from which producers where removed, becomes again a reality.
For consumers of content, applications are particularly attractive because of the ease with which one can buy, download, install and use them.
Allied to these advantages, the ability to ‘dive’ on a focused environment, instead of a world that tries to please everyone (like the Internet), has helped transform applications into a success (at the time of this text being written there where more than 78 000 applications for the iPad, available at Apple’s online store).
But the truth is that applications for smartphones and tablets are only the tip of the iceberg. Earlier this year, Apple launched an application store (in fact, simplified programs) to run on its range of computers. Google has launched the Chrome app store. Many more manufacturers are follow their footsteps.
And then, after the personal computer, smartphones and tablets, such programs are coming to the TV set, through the new web TV services, like Googles’, launched at the end of last year, or even through TV sets, Samsunghas apps for some of their devices. Rumors abound that Apple is working on a TV set of their own.
What are the implications of this new reality for content producers, whether in the field of publishing or advertising? The truth is that now begins a new paradigm of digital distribution. A new way to make available to the public our messages, our content, without the ‘confusion’ and distraction of the Internet.
The web presence is still an asset (and will be so), but as we have seen, there is an enormous potential in combining the presence of a brand to an icon on a desktop, to an action of a user when launching an application, plunging headlong into a controlled environment, inhabited by the message and the brand that produces it.
The public seems to like this experience (the numbers of downloads of applications in various platforms and operating systems confirms this) and content producers also seem to like the results (the growing number of manufacturing with such digital presence confirms it).
This text was originally publish on Meios&Publicidade.
One Response to “New Digital World”
  1. John connoe says:

    Wow, you have got great website. We’ve added that you my blogroll. Should go to your site again

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