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					                             The finalists




Fiasco Awards 2010   www.fiascoawards.com   Tel. + 34 679.084.501   E-mail: press@fiascoawards.com
i-PAD

History
Presented on the 27th of January, the iPad is a tablet PC developed by Apple
that will soon be available in the market with different models.

Following closely the design of their brethren iPhone and iTouch, the main
innovation is simple: the size of the device, which many now simply call “Big-
iPhone” (although it should be ”Big-iTouch” because it does not allow outgoing
calls).

Apple introduces the iPad as the best way to enjoy the web, e-mail,
photographs and videos, and has potential as an e-Book or simply to play.

The fiasco
Barack Hussein Obama, 44th President of the USA since January 20, 2009, was
awarded on the 9th of October that year with the Nobel Peace Prize. With this
premise in mind, why should we not nominate the iPad for the Fiasco Award
2010?

In fact, the reception of the iPad has been in itself a fiasco: the community of
Apple users, always enthusiastic, has received it with a remarkable skepticism,
perhaps resulting from the uncertainty of “what is it?”.

Among its shortcomings, one can highlight the incompatibility with Flash
content and applications not distributed through the Apple Store. Furthermore,
it has no camera, so you cannot make video chats. The iPad does not work in
multitask mode: you cannot listen to music while surfing the internet or
chatting.

The virtual keyboard for text input is really uncomfortable (considering its size
and weight, it is difficult to hold it and type at the same time, and must be
supported). It has no USB or FireWire port or video output (not HDMI or DVI).
In addition, the SIM card it uses for 3G connections (data) is not standard, but
“Micro SIM” (the only device that uses this format today is the iPad).

Finally, the screen format is not Widescreen, but the traditional 4:3, and it
doesn’t allow calls. In short, the iPad is a Tablet PC with a few possibilities for
compatibility with third-party software or hardware, and probably will have to
focus in users from a new market (currently, its most common market is
among young people, but those more familiar with the technology may choose
to purchase a laptop at the same price as the iPad).

What have we learned?
Given the youth of the candidate, in this case perhaps we should say: What
could we learn if it is confirmed to be a Fiasco? Apple has tightened the screws
too much and has led the brand loyalty of customers at a point where it can be
overcome by network externalities, with concepts as basic today as
connectivity, interoperability, open systems, or standardization. Time will tell.


Fiasco Awards 2010   www.fiascoawards.com   Tel. + 34 679.084.501   E-mail: press@fiascoawards.com
XING

History

XING is a networking platform on the Internet. It defines itself as the most
international professional network with over 8 million users in 200
countries. It offers users a social infrastructure and a range of networking
applications for professional practice in all sectors and in different
languages.

The company XING was born in Germany under the name of OpenBC and
gained ground buying and integrating social networks such as Neurona and
eConozco.

The fiasco

The competition of the XING platform is LinkedIn, which has a higher
number of users. The fiasco is linked to XING’s trajectory.

Before joining XING Neurona had a significant reputation, and rumors said it
would remain a separate platform from XING because of its particularity.
But at the end everything was integrated, and Neurona lost its reputation.

Furthermore, the initiation of the XING platform coincided with the
increasing number of users in LinkedIn. Additionally, certain free features of
the Neurona platform became payment functions, while LinkedIn interaction
possibilities offered more and more applications.

All this has meant that now we find more contacts, more institutions and
more varied activity on the LinkedIn platform than on XING (although at the
beginning of professional networks, Neurona-XING was the leader).

What have we learned?

In the Internet world, companies must move fast, constantly offering new
services and improvements in the platforms. LinkedIn gained ground on
XING by being more innovative and understanding their users better. XING
lost momentum from Neurona by not understanding their audience and
their needs for interaction.

Therefore, we must learn to value the customers or users, and meet their
needs.

XING has improved its image and functionality, and has eliminated some
payment service restrictions. However, most professionals still find more
contacts and more entities in the platform of the competition.



Fiasco Awards 2010   www.fiascoawards.com   Tel. + 34 679.084.501   E-mail: press@fiascoawards.com
GOOGLE WAVE

History

Google Wave was released by Google on 28 May 2009 during the
conference Google I/O, the biggest annual event of the company that brings
together thousands of programmers.

This is a web application which mixes the concepts of mail services, instant
messaging, wikis and social networking, all associated with a spell checker
and an instant translator.

The fiasco

Google Wave is not without its problems. To begin with, it is quite complex
to use for new users (where did the “user-friendly” go?).

Its operation is extremely slow and awkward, revealing a significant lack of
agility. Google Wave lets you see the writing of users in real time, but...
What is it for? To reveal the misspellings and grammatical errors of a user?
Is it necessary?

Also, when multiple users edit a part of the wave, there is no way of
knowing who has edited efficiently why. Result: a mess. Perhaps they
should incorporate a wiki-style history to make things easier.

To say nothing of the aggregation of users to a wave without the consent of
the other... Or the lack of integration with Gmail. In general, it seems
difficult to find a place for Google Wave within the digital “life”.

What have we learned?

This fiasco is another example that online success is usually found in
applications that are fast, simple and also fun. Nobody, however, has the
exact formula, even the most powerful like Google.




Fiasco Awards 2010   www.fiascoawards.com   Tel. + 34 679.084.501   E-mail: press@fiascoawards.com
THE MOBILE VIDEO CALL

History

The deployment of UMTS networks and the advent of so-called third
generation mobile telephony (3G) opened the doors to high-capacity digital
communications, benefits which made possible a long dreamed for new
application: the mobile video call.

They say that 90% of the information our brain receives comes from vision,
and being the visual people that we are, it was hoped that this new function
of ever-present mobile phones would captivate us like voice
communications or SMS did.

The fiasco

But it was not the case. Many mobile phones now incorporate two cameras,
one for taking pictures and another one on the same side as the screen to
allow video calling.

Honestly, does anyone use them?

It seems that, for one reason or another, related applications with the
image failed to materialize in the mobile phone world, despite repeated
attempts by the operating companies in the sector. It was not only the
video call that has not found its place: neither have the MMS (multimedia
messaging service) or mobile TV DVB-H (Digital Video Broadcasting
Handheld).

What have we learned?

Certainly we like video communications when we are at home sitting at the
computer. Furthermore, we also accept being interrupted at any time in our
daily lives with a cell phone call. The combination, however, of both
intrusions appears to exceed our threshold of tolerance.

The mobile video call allowed us to discover the borders of the level of
intrusion of privacy that we are ready to accept, and perhaps we have
established a limit on the use of technology.




Fiasco Awards 2010   www.fiascoawards.com   Tel. + 34 679.084.501   E-mail: press@fiascoawards.com
HD-DVD

History
HD-DVD (High Density-Digital Versatile Disc) is an optical system for data and
video storage developed as a format for high definition DVD. It was conceived
as the successor to standard DVD format. The first players who arrived to the
market were Toshiba in 2006.

The war between different formats for high definition came down to home
users’ choice between HD-DVD and Blue-Ray Disc (which had the support of
Sony, Panasonic and Apple). However, in 2008 Toshiba announced the
discontinuity of the products based on HD-DVD, due to “recent significant
changes in the market”.

The fiasco
The HD-DVD project was born in 2002, developed over 4 years and came out in
2006. Two years later, it dies. Why was it a Fiasco? Because of the technology,
the business model or the strategy? First, the HD-DVD technical specifications
were inferior to its major competitor, the Blu-Ray (lower capacity per layer,
lower transfer rate, more vulnerable to anti-copy system, etc..).

However, the Internet community believes that the problem has been the
support of the sector and, specifically, of the production companies. Do not
forget that HD-DVD and BDR make absolutely no sense without the distribution
of films. For many, the Warner Bros. decision marked the end of HD-DVD when
it announced in January 2008 that it would not produce more content in HD-
DVD and would distribute high-definition movie format only in BDR.

Equally important is the strategic vision of Sony: in a format war, usually the
one that creates more economic benefit wins. And in this case, it was logical to
think that the producers would decide by the format depending on the highest
number of players in the market. And Sony incorporated the BDR player serial
into its console, PlayStation 3.

Microsoft, however, despite supporting the HD-DVD, never incorporated it to its
XBOX360 console. If it had had a HD-DVD player, the number of potential
consumers in 2008 would have been more than 20 million, when Toshiba barely
reached 1 million units sold.

What have we learned?
Technology is important in a project of this kind, but strategy and business
models are important as well. For several years, two formats were developed
over the protests of the industry and users. The producers were not sure that
there was enough market for two formats, and users did not want certain
products released exclusively to a format, forcing them to choose the player
depending on the available catalog. But that did happen.

HD-DVD lost a short battle because of the support of the sector, which was
slowly turning to the BDR, Sony’s format that had millions of high definition
movies playable on the PlayStation 3.

Fiasco Awards 2010   www.fiascoawards.com   Tel. + 34 679.084.501   E-mail: press@fiascoawards.com
DIGITAL RIGHTS MANAGEMENT


History

DRM (Digital Rights Management) is a generic term referring to the access
control technologies used by publishers and copyright owners to “limit” or
”manage” the use of media and digital devices.

They are mostly used by audiovisual companies. The business model
associated with DRM systems relate to tariffs on the copies made of the
original work. There are various DRM mechanisms, which have similar
characteristics, such as detection of who accesses content, the approval or
denial of access and restrictions. They are present in the film industry,
music - CDs or internet-, e-books, documents and software.

The fiasco

In practice, all DRM systems have been circumvented or defeated when the
system has been distributed to enough customers, and do not reap the
benefit from which they were designed.

About the use of DRM, Apple's Steve Jobs himself asked in 2007 that they
should not be used. Above, the DRM in Windows Vista or the Blu-Ray and
HD-DVD were cracked. Organizations such as the SGAE, a controversial
Spanish entity that manages copyrights, have tended more to ensure the
fees of private copying than the use of DRM systems... But that’s another
issue!

What have we learned?

The technology is not powerful enough to go against social tendencies. If
people see no harm in making copies of digital content, no technological
tool will stop it, nor will any law.

If we want to change the trends of our society, we need to go in other
directions.




Fiasco Awards 2010   www.fiascoawards.com   Tel. + 34 679.084.501   E-mail: press@fiascoawards.com
INTERACTIVE TV

History

When Digital Video Broadcasting (DVB), the standard for digital television,
was launched it revealed the ability of this technology to incorporate
interactivity with users.

The interactivity in television also required standards, and despite the
existence of closed standards such as OpenTV or MediaHighway or open
standards such as MHEG or DAVIC, the European standard that was
developed in parallel with the DVB was the MHP (Multimedia Home
Platform).

This standard was born in 1997. In 2000 the first version was introduced,
which has been subsequently amended. The interactivity of TDT, which
nobody really understood, was presented to the public as one of the
arguments for promoting the transition from analogue TV to digital TV.

The fiasco

There are currently no real interactive services. That is, there is none that
allows direct interaction with the user end to end. Current applications are
nothing more than similar to teletext applications with improved graphics.

They are interactive from TV to the user and between the TV and the
broadcaster, but the lack of a return channel has made it impossible to have
real interactive services. Interactive TV therefore has failed to develop.

The interactivity with the TV has gone a step further and Europe is now
preparing new standards for Internet-connected television, as HBBTV
(Hybrid Broadband Broadcast TV).

What have we learned?

This fiasco shows that today everything is going very fast and that any loss
of time is usually fatal for a product or service.

The interactive TV had its day, but you cannot decide which format should
exist in 97, take 3 years to develop and hope that after 10 years it will still
be useful. It has been delayed so much that instead of putting interactivity
in television, Internet is put on television.

You cannot ignore trends in uses and customs. In recent years we have
noticed that teenagers no longer watch television, but surf the Internet and
consume the content they care about. This trend cannot be changed
thinking that television will be the only medium that will remain separate
from the Internet.

Fiasco Awards 2010   www.fiascoawards.com   Tel. + 34 679.084.501   E-mail: press@fiascoawards.com
PSP GO!

History

PSP GO! is the latest variation of the portable entertainment console from
Sony. Four changes have taken place in the console, which are taking out
features, adding others, reducing the size and increasing the price.

Sony wanted to innovate with a console that is intended as a
comprehensive multimedia entertainment tool, giving the machine a good
media player, internet and video games.

The fiasco

With the resulting product in our hands, there is not a very noticeable
economic investment in their development because it has the same
characteristics as previous consoles, but without one of the key pieces: the
UMD player developed by Sony.

This fact caused a rejection against the product, first, for forcing users to
have an ADSL connection with a PC. Second, one must have a checking
account associated with the PlayStation Network where they charge you for
what you spend.

If we acquire this model paying 250 € (100 € more expensive, certainly,
than the previous model, the PSP-3000), we find that the list of games
currently available, despite improvements compared to the previous model,
is short and expensive to download.

We must keep in mind that we find better prices in physical format and
there is nothing new about downloading gaming licenses online, something
other platforms have allowed for years.

What have we learned?

After testing this small console with slide screen and that is awkward to play
if you have large hands and with a browser that is not very useful, we see
that Sony still does not listen and respect the wishes of their fans, such as
the remarkable mass petition to be able to have a second analog stick to
make it more fun in point and shoot games.

The box is very cute and full of bright colors, but you cannot fool people by
making a product attractive. Listening to the public and knowing how to
respond in time is what counts.




Fiasco Awards 2010   www.fiascoawards.com   Tel. + 34 679.084.501   E-mail: press@fiascoawards.com

				
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