22 May 2006
Forget technology, focus on attention attractors
Marc Goldberg
I had an interesting meeting with a senior executive in charge of strategy and business development at one of the major European media groups last Friday. This page is available to subscribers only. Please log in or subscribe and plug into the Science|Buisiness Network now, to get full access to all our news, events, business opportunities and subscriber-posting service. We are the first independent news service connecting buyers and sellers of emerging technologies, across borders and across industries. We keep you ahead of the news on early-stage R&D investment – and provide opportunities for you to find and meet new investors, licensees and development partners, through our unique Science|Business Network of leading scientific institutions including the University of Cambridge, Karolinska Institute, ETH-Zürich and Imperial College London. Be first into the next wave of technology. Click here to learn more Note: Log in requires cookies to be enabled on your machine. Lost your password? Enter your email address with no password and we'll send you a new password. Use this to log in, then, if you wish, click on the 'My Details' link at the top of the page to change your password.
My friend is one of the smartest and most articulate of media executives. I spent one hour telling her about the interesting infrastructure and technology play I was looking at, and she spent one hour telling me that she could not care less for super-encryption technology, or smart-delivery video infrastructure, but was looking for low-tech, mass-market services that would drive customer attention in the key customer segments market where her group was active.
Umair Haque, a blogger on new media at consulting firm Bubblegeneration, made exactly the same point in one of his
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