FBlog

Wired.com has recently posted an editorial titled “The Web is dead. Long live the  internet”. It sounds really weird in digital-boom times, doesn’t it? Let’s go deeper together…

According to the magazine the tipping point (as represented by CISCO graphic) is that browsing is decreasing, while other digital activities are increasing.

Why?

The first paragraph explains it well: “You wake up and check your email on your bedside iPad — that’s one app. During breakfast you browse Facebook, Twitter, and The New York Times — three more apps. On the way to the office, you listen to a podcast on your smartphone. Another app. At work, you scroll through RSS feeds in a reader and have Skype and IM conversations. More apps. At the end of the day, you come home, make dinner while listening to Pandora, play some games on Xbox Live, and watch a movie on Netflix’s streaming service.

You’ve spent the day on the Internet — but not on the Web. And you are not alone.”

Applications are useful tools to get what consumers need/want without wasting time on browsing. The digital approach has been changing from browsing to getting. In my opinion the Web is far from being dead, but it’s undeniable that Apps and new digital tools (smartphones, iPad, Kindle,…) have been revolutionising contemporary life. So probably Web, Internet and Apps will “live together” for a long time.

But according to this new digital scenery what should do brands to win the game?
First of all a brand should keep on covering the digital media which are consistent with its own brand personality and values. Moreover brands should create their own App. Many brands have created one, but so far they are just catalogues, shop locators, games, etc… The future is about an App that interacts, speaks and offers unique and relevant content and service to consumers. Apps that will “filter” through which consumers can discover, interact with and experience in the brand world. The more useful the App the more relevant it will be for consumers.

What App for FutureBrand?