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Targeting By The Seatback of Your Pants
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Flying to Hawaii a couple of weeks ago, I was remined of the phrase,
"You may be talking but nobody is listening." Hawaiian Airlines had
seen fit to pollute the cabin with an endless stream of untargeted
advertising on the plane's set of televisions (no fancy seatback units
here).
Now, at least on American Airlines
the "advertising" mostly masquerades as entertainment (CBS sitcoms or
clips of Letterman and 60 minutes) to try and loyalize the shows' base
or to pull in new viewers, but it's still advertising. American
Airlines has traditional advertising as well, but less than what I saw
on Hawaiian Airlines.
Broadcast networks
have at least some justification for spamming people over the airwaves
(it's their only revenue source and they are only able to target based
on dominant audience profiles). The availability of on-demand, seatback
entertainment systems, leaves airlines with no excuse, and in fact
every motivation as advertisers would willingly pay more for targeted
impressions.
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| Uncrossing the Wires - Can Clearwire be Fixed?
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Clearwire is the first major WiMax broadband service offering. The
company initially launched with fixed-line replacement broadband for
people's homes or offices. This puts them into direct competition with
cable and DSL providers. Let's look at the landscape to see how
Clearwire stacks up:
| Provider | Plan Name | Price | Speed | Term | | Clearwire | ClearPremium Choice | $26.99 | 1.5 Mbps | 2 yrs | | Clearwire | ClearPremium Plus | $44.99 | 2.0 Mbps | 2 yrs (3 mos. at $19.99) | | Qwest | Faster | $44.99 | 1.5Mbps | 2 yrs ($26.99 with home phone) | | Qwest | Fastest | $54.99 | 7.0 Mbps | 2 yrs ($36.99 with home phone) | | Comcast | High Speed Internet | $52.95 | 6.0 Mbps | 0 yrs ($42.95 with cable TV) |
As
you can see, Clearwire's service offerings are not necessarily any
cheaper or faster. In fact, existing Qwest Local Phone and Comcast
Cable TV subscribers can get 4x faster access for less money. So why
would anyone go with Clearwire?
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