Day: July 9, 2003

The Internet has provided unparalleled access to information all around the world. This reach provides all communicators with inherent challenges in keeping up with developments, managing issues, communicating with audiences etc.

But while this global network has unquestionable benefits, I have felt for some time that as the Internet becomes established, we will begin to see more local content as people expect local information on local events and services.

In effect, I believe we will see a two layer Internet.  The Global network we know and love and then a more specific part that deals with our own environment.

NetRamp, the creators of a new search engine, OffRamp.US seem to agree.

OffRamp.US enables locale-specific searches in the United States. While it isn’t heralding a new revolution, it is an interesting development particularly for tailoring PR for local markets.

The BBC has a story on how consumers find technology jargon baffling.

Nothing new there, except as new consumer-friendly technologies hit the market, such as MP3 players, their uptake is stifled by confusion – even though they have fantastic potential for consumers everywhere.

The research points out that jargon that has been around since the birth of Personal Computing, such as megahertz, still mean nothing.

It’s up to communicators (as it has been for the past twenty years) to break down the barriers for consumers. With the jargon in place, these new technologies remain in the hands of the few.  I wouldn’t like to explain to my mum how she needs a USB 2.0 port in her computer to use her MP3 player. I’ve tried similar experiments and it always ends in tears.

I am amazed a pioneer like Apple hasn’t taken a deeper look at these issues.  After all they have a massive opportunity to reach beyond the innovators into the entire consumer market.

The BBC story was based on research commisioned by AMD and was released as planned!

The occurences of unintentionally leaked information continue unabated.

The latest victim or culprit is AMD.  They accidentally sent reporters a summary of forthcoming press releases which included the launch dates of their next generation of microprocessors.

The more cynical amongst you will point out that maybe it was a clever ploy to stimulate press coverage, hype and FUD (Fear, Uncertainty and Doubt) however I don’t think so.

AMD have alerted their competitors (should that read competitor?) to their plans, giving them plenty of opportunity to put in place counter measures.  In addition, given AMD is a public company, it has also created an expectation that those dates will be met.

The nature of the Internet means that information can be distributed at the click of a button. We all know that.  What surprises me is that even though this is a real threat for every single firm, there has been little done in the way of safety measures.

It might be time to re-think how your client or employer moves information around the organization.

Maybe paper is best!