Article and Book Review

In the “2010 US digital Year in Review”, I found something that it’s interested.

According the article, the author states that “From December 2009 to December 2010, the percentage of mobile phone subscribers with unlimited data plans increased from 21.3 percent to 29.0 percent, with more phones now requiring an unlimited data plan subscription at the time of purchase. During the same period, Smartphone ownership increased from 16.8 percent to 27 percent, while 3G/4G phone ownership reached to reach 51 percent in December 2010.”

The statistic shows that people now start to use Smartphone instead of normal cell-phone, and I believe the percentage will be increasing every single year. In my opinion, I think this is a very good opportunity for business to reach their customers. Apps seem to be an Alarm which reminds customers by visiting the website or stores. For example, I think H&M and Groupon have done a good job to develop this business area. They will pop-up the message when new products or promotion come out which attract their potential customers to visit their stores or web page.

Apps still have many things need to be improve. For example, online-store purchasing products might be a next step of ads. Also, QR code will become popular and people will be using it more often because they like easiest way to find information. For example, Japanese people scan QR code to purchase products on magazine or text message the clothing code while people are in the fashion shows.

In the tipping point, I like the ideas of the power of context and Broken Windows theory.
Broken Windows theory is that if a window is broken and left unrepaired, people will conclude that no one cares and no one is in charge. For example, in a city, relatively minor problems like public disorder.

In the other word, Broken Windows theory is like a word of mouth marketing, but the theory is more related to human behavior which means not only people how they talk, and also how they act in the society.

I think that Broken Windows theory seems like the idea of Facebook or whatsapp (Apps). Because your friends tell you to use it, so you sign up or download and become a user. However, when no one tell you or invite you to use them, you even don’t touch these website or apps. The most important thing is that they need to be easily by using them.. For example, finding an email address is the difficult thing to contact with people. Facebook can break it because we just type the name and we can contact. Another example, whatsapp will automatically transfer all your contact list to the apps, and you can send all message by free. Those tools catch our phenomenon.