Posts Tagged ‘hull digital’

Rory Cellan-Jones on AudioBoo below!

#hulldigital Listen to Jon Moss’ @jonmoss AudioBoo with Rory Cellan-Jones @ruskin147 on my blog in the comments here!


Hull gets the digital royalty

Hull Digital Live

Hull Digital Live

Jon Moss from Hull Digital is a man who has found a seam of digital excellence in an area of the country which is often overshadowed by the larger cities in the UK where it is incorrectly believed that the majority of the country’s digital talent is held. Hull and the surrounding area is seen as a deprived trouble spot.

But, the reality could not be more different. Far from being a backwater or a black hole for digital talent, Hull is a vibrant place with a collection of companies and individuals with a rich range of skills and experience in the world of digital technology.

Jon started a networking group where, each month, he invites the local people from the digital talent pool to meet, share ideas and create new business opportunities. From its outset, the networking group called ‘Hull Digital’ has had an attendance of 45 to 50 people at each session. Jon invites two speakers to stand up and talk about aspects of the digital industry in which they are involved or passionate.

This has now developed into what one might call a ‘digital movement’ in the city and Jon has launched Hull’s first digital conference on 14th October called ‘Hull Digital Live‘. Jon is a man with connections and he has managed to attract some of the UK’s digital royalty to speak at the event, including Rory Cellan-Jones from the BBC.

Rory Cellan-Jones writes reports and blogs about a wide range of digital news and manages to make complex digital subjects approachable. Rory is the main speaker for the day long conference.

There are still ‘early-bird’ tickets available and if you want to know how you and your business or organisation can benefit from the digital revolution then you should make yourself available for the conference that Jon is organising.

Digital and technology in the UK today See Rory Cellan-Jones speak here

Keeping it simple is easy to say but difficult to do

Focus on the outcome

Focus on the outcome

Several years ago when working for one of the world’s largest software companies, I was having a conversation with a colleague whose background was software development but who was now in marketing. He was extolling the virtues of the latest version of the company’s software development tools.

It was interesting to a point, and I pointed out that I was probably not the best person to try and excite about the details because I was far more interested in what the tools did rather than how they did it. He was shocked at my attitude. I remember the look on his face. His expression looked as though I had just blasphemed. How could I work in that company and not be interested in the nuts and bolts of the ‘how’ of the software rather than the ‘what’ of the results of using the software?

The advertisements of the time for that product had a theme of moon landings and a line which went something like “Just imagine what could have been done in 1969 when getting those now famous Americans onto the moon if they had this product“.

The problem with that campaign was that most people who would be using the software were not trying to get astronauts to the moon. Most software developers wanted to do far more basic things in their daily work lives and do them slightly faster than previously possible. The launch of that version of the product was a flop and it took them another two to three years with the launch of a new version and more down to earth ambitions for the product to take off (if you’ll excuse the pun).

This story is commonplace in businesses which have technical products. Often, the technical people become wrapped up in splendid details and features but become detached from why their customers would benefit from them. That’s basic sales and marketing knowledge but it is surprising just how much it continues to happen.

Last night I ran a presentation at the Hull Digital networking event about 2-D codes which is a technology that enables people to scan a code on, say, a poster using their mobile phone which then might take them to a mobile web site, or which will dial a number for them, or send a text message.

This is all very well, but I focused on the opportunity that the technology represents rather than the technology itself in my presentation. 2-D codes happen to be good at connecting offline marketing (e.g. an ad in a magazine) to online resources (e.g. a mobile web site). But the opportunity which is more interesting is, for example, that of enabling two different companies with different specialisations in marketing to work together in partnership to offer clients new solutions.

This is approach is far easier for people to comprehend than an approach which talks about features. I know you need people who are good at understanding the features of a product or service. I couldn’t do my job without a team of expert web developers who know how it works. But clients don’t care too much about the ins and outs of a product. They just want to know if you can help, what the outcome will look like and when you can do it by.

It’s simple to understand, but often people forget to do it and end up losing opportunities to help their clients and to gain new ones.

Why do you need 2-D codes

10fyz_qrThis week I am doing a short talk at the Hull Digital networking event about 2-D codes. Here is my slide set for you to download, comment upon and share. Click the link below to go to the page where you can download the slides. You will PowerPoint 2007 or the compatibility add-in if you have a previous version of Microsoft Office.

Why do I need 2-D codes? Free download

A Digital Community

Networking is an important part of what I do to meet prospective customers and partners. Jon Moss organises a networking group called Hull Digital which meets once a month in the city. It’s an interesting mix of people who either work or who are interested in the all things digital. Later this month, I will be doing a presentation to the group about 2-D codes.

Here’s a short video of interviews with some of the group members from the meeting in July.