Author: Gina Smith
Corporate websites have long since passed their primes in terms of web traffic. They will likely never recover. Webtrends reported that the Top 100 US companies have already seen a 24 percent reduction in traffic. Coca-Cola witnessed a 40 percent decline in web traffic. Imagine what that will mean for businesses in three to five years. It’s a trend worth some serious examination.
The reason for dwindling corporate website traffic is the rise of real time social media. The answer is Media as a Service (MaaS), a concept first explained to me by a prescient former media exec, Joe Ward.
I agree with Joe that, these days, people aren’t interested in what corporate marketing and communications messages corporations are trying to brainwash them with. People are flying solo. Thinking for themselves. And they’re seeing their content through the hard core lens of real life — and in real time. Old fashioned sites won’t cut it.
Platforms like Facebook, Twitter, Yelp and Get Satisfaction inform consumer decisions because they allow people to interact and share their experiences. Your .com site is just another drowned dinosaur in this radical and rapidly changing landscape.
Making money from websites is also more difficult now than ever before. It takes, roughly, a million hits to make a thousand bucks. Here at aNewDomain.net, we know all too well how hard it is to fund quality journalism at these rates. You need dedicated teams — editors and writers dedicated to the dream of true journalism — and social power to drive hits. The old ad rev model is a tough one for your typical scrappy startup.
For eCommerce companies, the impact is equally massive. Amazon once reported that for every 100 milliseconds added to its page load time, sales went down by 1 percent. So for an eCommerce web site, a 24-40 percent reduction in traffic is a disaster. And that’s just this year alone. What if the situation gets worse?
Joe Ward — the CEO of xTV who collaborates with us here at aNewDomain — has disruptive ideas about how companies ought to mitigate the damage and drive traffic.
As he described it to me, his vision is to help companies regain control of branding and messaging through a kind of media as a service platform. His is called xTV. It enables any company to create its own real time cloud TV network.
MaaS has great promise. xTV, for example, gives a company a way to combine its own social feeds along with related industry content. That would include news and video, all of which is publishable in a range of TV designs on your own personal channel. And once it’s live, your channel continues to run and source content without manual intervention of any kind. It’s kind of like a news service — or a corporate news service, depending on you are — for the masses.
If you don’t have enough content to get started, a powerful MaaS services like the one Ward is offering with xTV will let publishers find videos in huge video marketplaces. Publishers just add continuously rolling and relevant content as the brand and target audience demand.
The effort as pitched by xTV is a model for the future, no question. Its service is cloud-based and hosted on xTVGUIDE.com. Individual channel owners — that means businesses, universities and non-profits — are able to create a real-time cloud TV channel. Or they’re able to build a whole network of channels — a lá the old-fashioned TV network metaphor that dominated media for so long.
Think about it. A giant company such as Microsoft or Apple doesn’t easily combine its enormous array of social, news, video and stock data into a single platform. But with an xTV-like MaaS service like one Ward has built, it’s possible to present and maintain an entire channel with its own TV guide. And it’s easy to distribute the content to the over a billion HTML5-enabled mobile devices out there today.
“This gets really exciting when you pair the smartphones with any HTML5-enabled device using a QR code,” Ward told me, answering my question before I asked it. “This boookmarks the screen — or adds it to the smartphone’s homescreen, whatever. Then the xTV remote control lets users control the target screen via cloud.”
And guess what? No Bluetooth or Wi-Fi required. It all takes place over an HTML5-native media network, rather than a device or app-specific one. So what’s he is talking about is, quite literally, a cloud-driven, remote control hand held device. Ward’s view and his innovation of xTV — its foretelling of media as a service — is a prescient one.
For all the struggling corporate sites out there, MaaS solutions like the one Joe Ward has built will have a huge impact. If they implement them correctly.
We covered Joe’s company a while back on the topic of quality journalism. It makes sense that xTV decided to start with media as a service — as opposed to becoming just another consumer media outlet. There are plenty of those and most of them are cut rate. But the network effect of cross-pollination between channels could allow them to grow exponentially.
If real time cloud TV is the answer, aNewDomain just might launch our own xTV channel. So long, big media.
Image credit of old newspapers above: Wikimedia Commons
Gina Smith is founding edit director at aNewDomain.net, co-founded with John C. Dvorak and Dr. Jerry Pournelle. She is a New York Times bestselling author — she cowrote Steve Wozniak’s memoir, iWOZ, and penned the award-winning The Genomics Age. Previously the first on-air correspondent to cover tech for a national network — it was ABC News – she is a veteran tech journalist in print, online, broadcast and speaking venues.
Tags: a new domain, Amazon, Analysis, anewdomain, anewdomain.net, business, CERN, cloud, Cloud Services, enterprise, featured, Gina Smith, media as a service, Social, social media, social networking, tv, xtv
- Apple Founder Inventor Steve Wozniak: Why I Love My Windows Phone 7.5 Mango April 26, 2012
- John C. Dvorak on NSA Spying: Are Americans Now the Enemy? September 6, 2013
- John C. Dvorak Super Bowl Tech: Kaepernick, Expendable QBs and NFL Futures January 22, 2013
- Amazon Kindle Fire: Setting It Free December 31, 2011
- Upgrading Your Mac in Six Easy Steps (cartoon) January 4, 2014
- Tech Travelers: How Not To Be An Ugly American Geek February 26, 2012
- Geek or Nerd: You Decide January 20, 2012
- Smartphone Snapshot Shootout: How Photos Compare (contest OPEN to readers) March 18, 2012
- The Sizzling Hot Apple iPad Skillet: Caption Contest (We Have a Winner!) March 25, 2012
- Steve Wozniak: I Never Criticized New iPad, Reporters Got It Wrong (exclusive) October 26, 2013
- Steve Wozniak: “Too Bad They Forgot the Engineer” February 23, 2014
- Jurassic Tech: Todd O’s Sony Mavica FD71 Circa 1998 January 16, 2012
- Ant Pruitt Invitation to Ingress: How to Play Ingress, Pros and Cons review January 16, 2013
- Paul Bonner: Terrible Tablets or Terrible Journalism? January 15, 2012
- Meet aNewDomain.net Senior Contributor Ant Pruitt July 5, 2012
- NASA DTN Protocol: Interplanetary Internet, How It Works, What LEGOS Have to To With It November 10, 2012
- John C. Dvorak on Google I/O 2013: Worst Keynote Ever May 16, 2013
- Mike Elgan on Google + and Why It Rocks So Hard September 30, 2013
- Mike Elgan: In Defense of Starbucks Squatters November 13, 2013
- Dear Tim Cook: Letter from an American Dad, Apple iOS Parental Controls January 22, 2013
- Google Car: What It’s Made Of, How It Works August 31, 2014
- Labor Day Infographic: How Labor Morphed August 30, 2014
- Install Xubuntu 14.04 on an Aging Notebook August 30, 2014
- Censorship: Beheadings or Bare Butts? Who Decides? August 29, 2014
- Digital Storytelling for Today’s Kids (Infographic) August 25, 2014
- Magisto for iOS, Android: Mash Up Videos for Sharing August 24, 2014
- Netflix Comcast Deal: The Costs We Bear August 23, 2014
- How to Use Smart Remote for Android to Control Your Media Boxes August 23, 2014
- Larry Press: Where USDS and 18F Come In August 19, 2014
- Ted Rall: Why Violent Protest Is Working in Ferguson August 18, 2014
- A Game for Everyone: Activision Blizzard’s Big Fall-Winter Lineup August 18, 2014
- How To Do Better Hardware Demos [tips] August 18, 2014
- Larry Press: An Algebra I Story August 18, 2014
- Eight Traits of a Kick Ass Leader August 14, 2014
- How To Build a Hummingboard SlideCam August 13, 2014
- Workplace Bullying: Are You a Victim? August 12, 2014
- On Phone Scams, Cannibalism and the AT&T CL4939 August 12, 2014
- Back to School Spending: By the Numbers August 9, 2014
- How To Max Out Samsung Galaxy S5 Battery Life August 8, 2014
- Test Your Digital Quotient! Is It Better than a Six Year Old? August 8, 2014
- lpress: I\'ll eat my hat if the Google car is a mass marke...
- hendog: Thanks for this Rob...
- alrui: The images need to be available to be seen and in ...
- albeit: Steve Jobs never made it on The Big Bang Theory th...
- Randomguru: Woz should have his own stamp!...
- TJTruth2: Apple didn\'t truly make its mark until Wozniak wa...
- Lou Covey: Maybe it should be noted that Woz is not complaini...
- vinodolavilam: this is cool...thanks...
- vinodolavilam: thanks bro..It works and impressed me. down loaded...
- krk: how to install ,net frame work in windows 8.1 upda...
- Henrynry: Great analysis Larry...
- Vipul Sachan: You can also download your video into MP4 format e...
- Vipul Sachan: You can also download the video in MP4 format, Che...
- Teufel Raumfeld Connector 2 and Qobuz | Rod McCall: […] Ant Pruitt: How DLNA is Simplifying My M...
- Grumpy: Several years the secretary where I worked came to...
- petefromhiram: A stamp for cheerleading the ideas and creations o...
- gregge: I want to find the original link for videos people...
- alrui: Excellent info & exactly the opposite of the p...
- David m: Great analysis...
- muqtiyar: Serves a diverse range of corporate and entertainm...
Follow us on TwitterMy Tweets
alfred poor Analysis Android anewdomain anewdomain.net anewdomainTV Ant Pruitt Apple Apps brian burgess cartoon CES 2014 chris miller Commentary David Michaelis Facebook featured freeware Gaming Gina Smith Google How To infographic iOS John C. Dvorak Justin Webb Larry Press Leo Laporte Mat Lee Microsoft Mike Rothman mobile news NSA Photography podcast review sandy berger smartphone photography space Ted Rall Tom Ewing Trey Ratcliff Video Windows 8