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News Heading  : The Internet will continue to change the way business is done in 2012

Post Date : 2012-01-03

News Source : The Gazatte

News By : Mitch Joel

News Details  :

It’s clear to me that 2012 will be the year of more.
While it might sound strange to come to this conclusion as the world struggles for stability on the food, jobs and health-care front, it’s clear that, despite all the challenges we face, the human race will push on. Innovations, new opportunities and an ever-demanding public desire for the latest and greatest will lead the way. Here’s what you can expect in 2012:
More social. Social media and online social networking have changed the fabric of business and society. Along with the slew of customer service gaffes we’ve seen businesses go through in the past five years, this has forced brands to become social. While social media has aligned within the marketing and communications departments, we’re going to see the social impetus be pushed through the entire DNA of a company. You will see consumers being even more social in 2012 – they will be sharing, chatting and talking about everything from where they are to what they’re watching and who they are doing it with.
More global. The subtitle of my first book, Six Pixels of Separation, is “Everyone is connected. Connect your business to everyone.” That line was written in 2008, but the ramifications of it are going to be felt in a big way this year. In this connected society, we now have the ability for businesses (even very small ones) to be global. This isn’t about simple distribution channels and selling opportunities, it means much more operationally as well. This year we will increasingly see businesses being more global than they have ever been before.
More local. Achieving mastery of the local market has never been easy. The development of the hyper-local deal-of-the-day model has created a slew of new business models and opportunities. Through mobile devices (that are GPS-enabled) and other innovations, there will be a much bigger push to deliver services to the consumer where they physically are in much more effective ways.
More devices. If you were hoping for convergence and a world where one device rules them all, 2012 will be a disappointment for you. This year will see the introduction of many new devices, including the hotly anticipated entry of Apple into the TV business. From Amazon, Google/Android, Microsoft, RIM (hopefully) and maybe even Facebook, our lives (and briefcases) will continue to fill up with new, different and interesting devices.
More connectivity. We will be that much more connected. Not only to one another, but to brands (whether the brands like it or not). So, while we’ll have many new and varied devices, we’re going to see them much more tightly networked to one another. The biggest leap this year will be how our home appliances (from televisions and heating) will connect to all of our other Internet-enabled devices. This connectivity of devices will also push our connectivity to one another as we share more things like what we’re watching or what we want to buy.
More direct. While loyalty programs will continue to be a critical function of business’s ability to drive market share, none of that will matter unless they are developing and nurturing a much stronger and direct relationship with their consumers. This is going to be especially true for brands that sell their products and services through third parties (like retailers or value-added resellers). The race to “own” the consumer is going to heat up this year – like never before – as more and more brands fight to have the direct relationship. So, while this will evolve over the next five years, the battle begins right now.
More noise. The book Harry Potter and the Deathly Hallows has nearly 4,000 consumer-generated reviews on For those keeping score, that is the seventh and final book in J.K. Rowling’s astoundingly successful series. Do you think anyone is going to be able to read and make heads or tails of the available information? As more people complain about a brand while different people compliment the same brand on Twitter, Facebook and other social media outlets, how are consumers going to make better choices? Filtering and curation have been hotly debated by media pundits, but it’s going to be increasingly difficult for consumers to navigate all of the content being created by both brands and other consumers. Expect this noise level to increase significantly this year. With that, we’ll see many new services that will attempt to help all of us sort the wheat from the chaff.
More is not always better. That being said, I wish your business much more success, joy, wealth and health for this year. I also hope that you will take this year of “more” to think about ways that you can experiment more, optimize more, think more and do more.

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