We have grown tired of lazy Conference speech technique of laying out some radical, provocative vision with opinions on the end of this era, or beginning of a new revolution in something else. We feel over-informed, perhaps, about the tech universe mode.
But occasionally, the best of these tech prophets can express a trend with the developing countries a more imaginative perspective than tech news treadmill, and it is a venture investor and musician Roger Carrick did pretty well back in may on us Narm Conference ... the non-enticingly named National Association of recording Merchandisers.
Although spoken was a while ago, has a video and Mcnamees own transcript causes stir this week. It is not a point of view, we are accustomed to hearing, but Carrick Apple explains why "is a far better monopoly to handle than Google" because it has been better to build a business model around digital content.
Google's consistency undermined marks
He is very hard on Google indicates era of searching is due to the increase in the specialized Search appsthrough Google "to get a taste of what the music industry has dealt with in a decade" as tech world changes around it He makes astute observation ... that it was the lack of differentiation, what seemed to be the equivalence of information online, which undermined the credibility markers.
Photo creativedc of on Flickr. Some rights reserved
"What we all missed at the time is that Google knows to treat all information the same, enforced a standard that allows no differentiation," he told the audience at Narm.
"Every word of every Google page is in the same typeface. No marker images displayed other than Google 's. This action essentially neutered production values of every high end content creator. The long tail took off and the music industry got his ass kicked. "
The main beneficiaries, he says, must be those that were done by Google era of the web, as commoditised all content by "removing differentiation".
Microsoftthe end of the/Google monopoly era
It is an excellent, exciting, well-informed and all too rare perspective on the role of technology in facilitating content creation and distribution.
He is evangelical about the iPad and iPhone as units because of their massive adoption rate, but goes on to say that HTML5 , is the largest creative and business opportunities for content creators since the Google and Microsoft began to monopolize and monetize content by others in the past twelve years.
Where Microsoft had even 96% control of internet connected devices, it is now only 50% because the growth in mobile replaces the PC era. Google, have meanwhile captured 80% Index Search business, which it has dominated the expanding web advertising market.
"Google's success filled finally on the Internet with crap, so consumers began to use other products to your search: Wikipedia for facts, Facebook for questions of taste, time or money, Twitter for news, Yelp for restaurants, Realtor.com for places to live, LinkedIn for jobs. In the past three years, these alternatives have gone from 10% of the search volume for around half, "said Carrick.
End of search
"As if all this competition was not bad enough for Google, then along came the Apple with the iPhone and App Store ... Apple has stamped, reliable apps for everything If they want news, use Apple customers apps from the New York Times or the Wall Street Journal. If they want to know which camera to buy, ask the friends on Facebook. If they want to go to dinner, use the Yelp app. these searches have economic value, and it is not going to Google, although Android.
"When Apple and app model win, Google's Search Business loses."
But if there is a triumphant results to Apple, Carrick activates it round again. HTML5 provides a better experience than an Apple app, but is cheaper and offers better value for users. His band Moonalice has been by using HTML5-based technology for livestream their shows for mobiles and iPads.
"Near term focus your platform strategy on Apple," he advises musicians. "The long term, focus on HTML5. The faster you commit to HTML5, the more likely you will produce something of economic value. Remember that HTML5 will produce companies as important as Amazon, iTunes and Netflix. It costs musicians practically nothing to create a good digital video and amazing audio, but they need distribution systems optimized to their content ".
There is an extract of Apple's dominance of Google below, and also the Full-length, segmented 57-minute presentation on Fora .TV. The transcript was posted by Carrick even on music analysis blog The Lefsetz Letter.
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