Unlike Apple TV and Airplay, this does not stream from your laptop to the TV; this streams directly to your TV — it’s plugged into an HDMI port — over wi-fi via the cloud … er, via Google, that is. Oh, and it works with Apple iOS devices, too.
I’m just beginning to get a grasp on all the implications. Here are some I see.
* Simply put, I’ll end up watching more internet content because it’s so easy now. According to today’s demonstration, as soon as I tell Chrome to move something to my TV, the Chromecast device will sense the command and take over the TV. Nevermind smart TVs and cable boxes; the net is now in charge. There’s no more awkward searching using the world’s slowest typing via my cable box or a web-connected TV. There’s no more switching manually from one box to another. If it’s as advertised, I’ll just click on my browser and up it comes on my TV. Voila.
* Because Google issued an API, every company with web video — my beloved TWiT, for example — is motivated to add a Chromecast button to its content.
* Thus Google knows more about what you’re watching, which will allow it to make recommendations to you. Google becomes a more effective search engine for entertainment: TV Guide reborn at last.
* Google gets more opportunities to sell higher-priced video advertising on its content, which is will surely promote.
* Google gets more opportunities to sell you shows and movies from its Play Store, competing with both Apple and Amazon.
* YouTube gets a big boost in creating channels and building a new revenue stream: subscriptions. This is a paywall that will work simply because entertainment is a unique product, unlike news, which is — sorry to break the news to you — a commodity. I also wonder whether Google is getting a reward for all the Netflix subscriptions it will sell.
* TV is no longer device-dependant but viewer-dependant. I can start watching a show in one room then watch it another and then take it with me and watch on my tablet from where I left off.
* I can throw out the device with the worst user interface on earth: the cable remote. Now I can control video via my phone and probably do much more with it (again, I’m imagining new game interfaces).
* I can take a Chromecast with me on the road and use it in hotel rooms or in conference rooms to give presentations.
Those are implications for me as a user or viewer or whatever the hell I am now. That’s why I quickly bought three Chromecasts: one for the family room, one for my office, one for the briefcase and the road. What the hell, they’re cheap.
Harder to fully catalog are the implications for the industry — make that industries — affected. Too often, TV and the oligopolies that control it have been declared dead yet they keep going. One of these days, one of the bullets shot at them will hit the heart. Is this it?
* Cable is hearing a loud, growing snipping sound on the horizon. This makes it yet easier for us all to cut the cord. This unravels their bundling of channels. I’ll never count these sharks out. But it looks like it could be Sharknado for them. I also anticipate them trying to screw up our internet bandwidth every way they can: limiting speeds and downloading or charging us through the nose for decent service if we use Chromecast — from their greedy perspective — “too much.”
* Networks should also start feeling sweaty, for there is even less need for their bundling when we can find the shows and stars we want without them. The broadcast networks will descend even deeper into the slough of crappy reality TV. Cable networks will find their subsidies via cable operators’ bundles threatened. TV — like music and news — may finally come unbundled. But then again, TV networks are the first to run for the lifeboats and steal the oars. I remember well the day when ABC decided to stream Desperate Housewives on the net the morning after it aired on broadcast, screwing its broadcast affiliates. They’d love to do the same to cable MSOs. Will this give them their excuse?
* Content creators have yet another huge opportunity to cut out two layers of middlemen and have direct relationships with fans, selling them their content or serving them more targeted and valuable ads. Creators can be discovered directly. But we know how difficult it is to be discovered. Who can help? Oh, yeah, Google.
* Apple? As someone said on Twitter: Apple should have made this.
Yes, Apple could throw out its Apple TV and shift to this model. But it’s disadvantaged against Google because it doesn’t offer the same gateway to the entire wonderful world of web video; it offers things it makes deals for, things it wants to sell us.
* Amazon? Hmmm. On the one hand, if I can more easily shift things I buy at Amazon onto my TV screen — just as I read Kindle books on my Google Nexus 7 table, not on an Amazon Kindle. But Amazon is as much a control freak as Apple and I can’t imagine Jeff Bezos is laughing that laugh of his right now.
* Advertisers will see the opportunity to directly subsidize content and learn more about consumers through direct relationships, no longer mediated by both channels and cable companies. (That presumes that advertisers and their agencies are smart enough to build audiences rather than just buying mass; so far, too many of them haven’t been.) Though there will be more entertainment behind pay walls, I think, there’ll still be plenty of free entertainment to piggyback on.
* Kids in garages with cameras will find path to the big screen is now direct if anybody wants to watch their stuff.
What other implications do you see?
- Coalition RewardsMarketing Manager, 2013 - presentTBA
- Marketing Project Manager, 2012 - 2014
- Global AvenueCo-Founder & Consultatn, 2011
- Werdia OySales and Marketing Coordinator, 2011 - 2012
- Project Manger3M (full-time internship, 3 months), 2011 - 2011
- Nike, Inc.Digital Marketing Intern (part-time internship / school project for 4 months), 2011 - 2011
- Latitude Digital MarketingMarketing Intern (part-time internship for 9 months), 2010 - 2011
- GrowHow UKMarketing Analyst, 2009 - 2010
- Loparex OyJunior Logistics Manager (summer job for altogether 8 months ), 2007 - 2008
- Lohjan Kumi ja MattoSalesperson (summer job for altogether 10 months), 2005 - 2006
- Various summer jobs at Nokia and LemminkäinenSummer jobs, 2001 - 2005
An internationally experienced, multilingual, digital native with a dash of viking fury. I'm passionate about digital marketing and I'm currently working as a Marketing Program Manager at Google's Helsinki office.
When I'm not kicking ass in the digital marketing field I enjoy working out, playing sports and traveling around the globe.
Even though I love my current role at Google (vendor contract), I'm actively seeking a full-time position in the field of digital marketing. I've had great experiences working for agencies as well for large and small in-house B2B and B2C marketing teams, so a "digital marketing position" in almost any kind of company is interesting to me!
For more about ME, what I THINK and what I DO, please visit my website at www.ollilainto.com
- Hult International Business SchoolMaster's in Digital Marketing, 2010 - 2012
- Tallinn School of Economics and Business AdministrationBachelor's in Business Administration, 2006 - 2008
- University of GroningenBachelor's in International Marketing, 2008 - 20010
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