Last week our HTC One vs Samsung Galaxy S4 head-to-head concluded that Samsung no longer makes the best Android phone. But after developments this week, I wonder whether Google wants Samsung to continue making Android phones at all.

What happened?
In an unprecedented move Samsung announced a deal on Thursday to make an established, high profile Android app incompatible with every Android smartphone except its own. The app in question is ITV Player, the catch up service for ITV – the UK’s largest independent terrestrial broadcaster.

Needless to say the news wasn’t phrased like that. Samsung celebrated the agreement, noting the rise in people wanting to use their mobile devices for video and an ITV spokesperson blamed the fragmentation of Android as a key motivation in its decision. It wasn’t, it was money.

If ITV wanted to avoid fragmentation it would have chosen to make its app compatible with only pure versions of Android – something available to any rooted Android handset, and which discourages fragmentation. Meanwhile Samsung may recognise the demand for such an app, but it has just removed this option for millions of non-Samsung handset owning ITV app users. ITV said it plans to (re)launch for app for other Android devices “in the future”, but didn’t put a date on it.

Was this a one-off move that Samsung doesn’t intend to repeat elsewhere? Don’t be silly. Will such moves cause even greater fragmentation of Android? Absolutely. Will it damage Android? Absolutely. Not only has the deal put the platform’s fragmentation again in the headlines, but now it is also headline news that its key apps can be bought up to make this even worse. Everyone hurts except for Samsung, and Google hurts most of all.

Yes rivals could start doing the same thing. But Gartner states Samsung sells more Android smartphones than HTC, Sony, ZTE, Huawei, Motorola and LG combined and Samsung could easily outbid the competition for anything it wants. Big app developers can also cash in on this trend with incentives to make sure their apps are made with compatibility for Galaxy ranges first, and what Google has coded second.

But why would Samsung want to hurt the goose that lays the golden eggs?

Weak Android = strong Samsung
Here is a dirty secret: it is in Samsung’s interest to damage Android.

Each successive generation of Samsung’s Android phones has been more laden down with TouchWiz customisations and non-removable Samsung apps than the last. In the Galaxy S4, for example, 7GB of its internal memory is taken up its custom apps and highly tweaked version of Android. This is 1GB more than the Galaxy S3 and more than twice the size of a clean Android install partition. Samsung has been building an operating system on top of an operating system.

It is a classic Trojan Horse tactic. Android had unstoppable momentum, Samsung fought hard to become the chief beneficiary of it and now it wants an Apple-like control of its destiny. When Samsung adds software to its Android phones it believes it improves them, when Google updates Android with similar features it enables the competition to catch up.

Fragment Android and you stop the competition improving and mainstream customers learn only Samsung’s Android phones are worth buying. Only Samsung has the resources to keep improving a stalled OS – though the tactic only works long term if you have an exit strategy.

Samsung wants to be like Apple
The exit strategy is called Tizen. Tizen is a mobile operating system built by the Linux Foundation, but primarily funded by Intel and Samsung. It is open source by nature, but the two primary investors have scared away rivals.

Conveniently Tizen is covered with TouchWiz so to the casual observer it looks identical to Samsung’s Android phones. It can also easily run Android apps with a code tweak and Samsung would also have big-name natively-coded apps if only it could tie up some deals with… oh wait.

So break down Android to hurt rivals, switch to Tizen with all of Android’s app goodness (plus exclusives) and promise customers the unity Android was never able to deliver. Samsung needs to hurt Android now if it is going to create a big enough crack in it to open up room for another operating system in the market.

Samsung has a track record. It failed to do this once with Bada (which is actually merged into Tizen) and will inevitably follow through more strongly this time. A high profile Tizen phone has already been promised by September.

Of course Tizen is just part of the puzzle. Having its own platform is one thing, but Samsung has also learnt from Apple that the ecosystem around it is equally important. As such Samsung’s market leading televisions, monitors and laptops have all been gaining features that make them exclusively work better with Samsung’s phones. There are audio docks specifically for Samsung phones too. The pieces are all in place.

Do no evil
None of which means we should feel sorry for Google… This is a sample, to read why Google is actually getting a dose of its own medicine and which there now only looks to be one way to fight back click here for the full editorial @ TrustedReviews. 
R

Our Score 6/10

Pros
Attractive, intuitive UI
Wide range of integrated streaming services
Very cheap

Cons
No support for DTS audio
Poor navigation for local media
Remote has questionable layout
Review Price £55.00

Key Features: Local & network media playback; Netflix; BBC iPlayer; Spotify; Bulit-in Wi-Fi and Ethernet; USB & HDMI

Time was media players were about one thing: codecs. And time was one little media player ruled them all: the original WD TV. With the world quickly adopting streaming across both music and video, however, the war has moved on. Now WD TV maker Western Digital is back with the WD TV Play, which it claims excels at both while hitting a new price low.

WD TV Play – Design
If the premise is ambitious, the design certainly isn’t. The ‘hockey puck’ box is now as much a staple of the media player market as smartphone slabs and ‘unibody’ laptops. This isn’t to say Western Digital has done a bad job. Certainly the Play knocks off the Apple TV, but its curves are similarly graceful and it could just as easily fit in a coat pocket as under your TV.

In fact, if we had a gripe about the Play it is that it feels too light. This comes down to build materials with Western Digital cutting costs by using cheap plastics. We also aren’t convinced by the mixture of finishes with the matt black top clashing with its gloss sides, but the hint of blue created by the entirely blue base does win us over.

Apple would no doubt call the Play a cheap copy and it may well be, but we’ve seen far worse.

WD TV Play – Features
While the Play cuts costs on the outside, it doesn’t where it counts. Sticking to its roots, the Play supports a vast array range of codecs. For video lovers there’s AVI, MKV, MPEG4, MP4/MOV and WMV9 to name but a few, while music lovers get numerous formats including MP3, WAV, WMA, AAC, FLAC, OGG and Dolby TrueHD. There is also JPEG, GIF, TIF, BMP and PNG image support as well as a wide selection of playlist and subtitle formats.

Looking to the future the WD TV Play embraces a significant number of streaming options. We may lose its Hulu and Pandora support in the UK, but staples like YouTube, iPlayer and Netflix are joined by SlingPlayer, WVimeo, VUDU, DailyMotion, Spotify and CinemaNow. There are also widgets for Accuweather, Facebook, Twitter, Flickr, Picassa, Flixster and more. If you don’t own a smart TV, the WD TV Play gives you a potentially decent stand in for very little outlay.

Connectivity is also good. Squeezed into the Play’s dainty dimensions are HDMI, Ethernet, optical, auxiliary and USB ports plus 2.4GHz 802.11n WiFi. The greater speed of 5GHz 802.11n WiFi would’ve been welcome (as would 802.11ac), but it isn’t a grave omission.

There are multiple control options, too. The WD TV Play comes with a fairly uninspiring remote with overly spongy buttons, but Western Digital also supplies virtual remotes via iOS and Android apps. More of which later.

WD TV Play – Setup
Boot up the WD TV Play and what immediately strikes you is how far media player user interfaces have come. The home screen takes inspiration from the Windows 8 start screen with large, colourful tiles and a favourites area to which you can pin as many apps and services as you like.

Setup is simple since each service takes you through a setup wizard on first start, though usernames and passwords are best done through the smartphone apps as they provide access to a full keyboard. We also found the apps easier to use in general as they have dynamic layouts, a dedicated services section with quick access icons for every service and the ability to toggle between a standard control dial or touchpad for navigation.

By contrast the physical remote is limited and fiddly. Notably, the back button is positioned right below the power button (which caused us to accidentally switch off the Play on multiple occasions) and a dedicated Netflix button, which is only useful to Netflix subscribers and cannot be customised.

That said getting the WD TV Play up and running is nigh on foolproof, which means getting to your content is only minutes away…  This is a sample, to read about the performance, value and to read my final verdict click here to read my full review @ TrustedReviews 

I say I say I say, what’s the difference between a telecoms company and an ISP…? Nothing!

Technology jokes may not be the best, but in five to ten years everyone will understand this punchline. How we use our mobile phones is rapidly changing and in order to keep up mobile networks are being forced to spend billions shooting themselves in the foot.

WhatAppening
The latest evidence for this comes from research company Informa, which revealed this week that use of instant messaging apps has overtaken SMS for the first time. According to its data nearly 19 billion messages were sent per day on chat apps in 2012, compared with 17.6bn SMS.

Interestingly this research is also half baked. Informa only took WhatsApp, BlackBerry Messenger, Viber, Nimbuzz, Apple iMessage and KakaoTalk into account leaving out arguably the two biggest: Facebook Messenger and China’s dominant TenCent service.

So SMS is losing, but at over 20 years old it should be losing. What’s more interesting is the bigger picture. People don’t prefer apps over SMS, they prefer data over everything else.

Megabytes not mega minutes
Data is the revolution mobile networks are forced to inflict upon themselves. Their heyday was the 2G era when the number of cross network minutes and SMS was the defining element of your contract. What they didn’t see was the danger in 3G.

In spending an astonishing £22bn on 3G licenses in 2000 UK telcos, like telcos around the world, thought they were opening themselves up to a lucrative new world of restricted content portals, MMS messaging and video calls. In reality 3G bred the smartphone, which opened up the web and bred the “app store”.

Mobile networks tried to fight back. Network-specific app stores were pre-installed on handsets to try and grab a slice of their revenue and Orange and O2 famously vetoed the Nokia N97 because it dared to integrate Skype into the main dialler.

Even now truly unlimited data contracts are resisted by most networks for fear the higher quality, geography-free nature of VoIP will take off like messaging apps. Whatever their self serving attempts, it seems inevitable.

Pandora’s Box is open and it cannot be closed. Understanding their fate, mobile networks bid just £2.34bn for 4G licences this year knowing it will slash their last major revenue stream and premiums for 4G contracts will evaporate as competition increases. They fight to chop off their own heads.

Take up and roaming
All of which has led to something of a celebration. Mobile networks are about as popular as estate agents, and even Neelie Kroes, vice president of the European Commission, couldn’t resist a dig on hearing Informa’s research: “The cash cow is dying. Time for telcos to wake up & smell the data coffee.”

The trouble is mobile networks know they are dying, just as we all know we are theoretically dying with each breath… This is a sample, to read about remaining the barriers to full data conversion and the potential diversification options for telcos click here to read my full editorial @ TrustedReviews. 

Robert Scoble made an interesting observation this week: “The battery life is a real problem… one six-minute video I did took 20 per cent off the battery”. The influential tech blogger was talking about his experience with Google Glass, the wearable form factor Google hopes will ultimately replace our phones, tablets and computers.

Not with battery life like that it won’t.

Low Battery

Of course Glass remains a prototype device, but the observation only further highlights that battery life has become the technology industry’s biggest dirty secret. Today’s latest and greatest smartphones are no better at getting us through a day on a single charge than smartphones a few years ago and cannot hold a candle to dumbphones 10 years ago. Tablet and laptop designs are 70 per cent filled by batteries and after a few years their performance diminishes dramatically.

The impact is seismic. Daily life is restricted to predictable pit stops and travelling involves packing a suitcase full of cables that make a mockery of the eye-catchingly thin devices they are powering. Forget megapixels, megahertz, CPU cores, screen sizes and apps, amps are where it’s at.

Solar, fuel cells and wireless charging

To this end technology has to step up and theoretically it is. Recent weeks have seen a number of breakthroughs which claim they can solve technology’s obsession of squeezing ever more power into ever thinner form factors.

The most exciting comes from scientists at the University of Illinois. Researchers there claim to have developed ‘microbatteries’ with microscopic internal three-dimensional structures that make them 1,000x more capacious than existing lithium batteries. They are also powered by fast charging cathodes and anodes which lead researcher William King claims could reduce charge times to a few seconds.

Solar isn’t standing still either. Last year photovoltaic manufacturer Amonix became the first company to convert more than one third of incoming light energy into electricity – something which had proved a glass ceiling on solar for a decade. It hopes to go beyond 50 per cent efficiency in the next few years.

Fuel cells are also finally showing signs of life. In March researchers at the University of Calgary found a way to dump the expensive and toxic materials in fuel cell catalyzers and replace them with common metals. Meanwhile wireless power options are increasingly offered in flagship handsets like the Samsung Galaxy S4, Nokia Lumia 920 and Nexus 4. While wireless charge points have become a fairly common site in airports and are expanding into restaurants and coffee shops making it easier to top up batteries in our existing devices.

Format wars

But inevitably there are buts, lots of them… This is a sample. If you want to read about the problems facing future technologies and what manufacturers can you right now to fix it click here for the full editorial @ TrustedReviews. 

Copyright for all reviews, editorials and features on this site belong to their respective publishers. All samples published on this website are via prior agreement with those publishers and serve to act as a portfolio and centralised location for all my work. Contact me at gordon@gordonkelly.com should you wish to commission me or supply review samples, press releases or arrange meetings. 

That bookies exist should be enough to tell you gambling doesn’t pay. That no matter how many winners you back, ultimately somewhere along the line you’ll come crashing down to earth. The world’s biggest gambler Apple hasn’t crashed yet but, after quite possibly the longest winning streak in financial history, the stakes for its next big bet have never been higher.

Fighting Fit Finances

This all sounds like nonsense looking at Apple’s latest financial results. On Tuesday the company announced figures for its fiscal 2013 second quarter which ended on 30 March. The numbers were mind boggling. $43.6 billion (£28.6bn) in revenue, $9.5 billion (£6.23bn) in profits and sales of 37.4m iPhones, 19.5m iPads, 5.6m iPods and 3.95m Macs. It also reported a cash balance of $145 billion. $145 billion!

Tim Cook sounded optimistic as well. He teased reporters saying “Our teams are hard at work on some amazing new hardware and software and services for this fall and throughout 2014.” He also crowed that “We have a lot more surprises in the works”, but naturally wouldn’t expand upon them. The financial markets seemed impressed. Stock increased by five per cent as Apple fractionally outperformed estimates and over $17bn was added to the company’s value overnight.

Out of ideas

So why all the drama? Because, quite simply, nothing much is going on. Doubters point to the fact that Apple’s year-on-year quarterly profits fell for the first time and that the share price has crashed from a high of $702 to a low of $390 last week, but the trouble is not about what has happened but what hasn’t. Right now Apple appears stagnant, dull, out of ideas. For a company that trades on ‘magic’, having this perception gain traction would be disastrous.

In reality, Apple doesn’t make magic or cast spells, it gambles. The company’s business model is very simple: enter a struggling or early adopter sector, revolutionise its ease of use, wrap it in a slick design to create demand and facilitate high margins. When the sector popularises jump to a new one. The jump is the gamble and, given Apple’s disinterest in small profit margins and the mass market, the crucial part in securing its business model and pioneering reputation for the next three to four years. To date Apple has a near flawless record leaping from PCs to MP3 players to smartphones to tablets.

Consequently Apple doesn’t care what competitors do in its existing markets so long as it gets the jump right into the next one and hence jump the competition. The problem this time is the competition is leaping first and that brings the whole model crashing down. This is a sample. To read about the problems Apple faces in its mooted new markets and why it is time for the company to gamble once more click here for the full editorial @ TrustedReviews. 

Copyright for all reviews, editorials and features on this site belong to their respective publishers. All samples published on this website are via prior agreement with those publishers and serve to act as a portfolio and centralised location for all my work. Contact me at gordon@gordonkelly.com should you wish to commission me or supply review samples, press releases or arrange meetings. 

In 2013 expectations are equally high and with leaks and rumours stockpiling it is time to round up our expectations for what promises to be one of the highlights of the technology calendar.

Android 5.0 Key Lime Pie
Whatever else Google announces, nothing will grab the headlines like the next major version of Android. While we will deal with some of the key functionality for version 5.0 in the sections below, the overriding question is whether an ‘evil Android’ will finally compromise openness in favour of greater control.

The biggest hint comes this week from Motorola with executives confirming Google’s influence will see its next handsets released with stock Android, while Google itself is expected to further push its Nexus brand at mainstream consumers. Google CEOs have also been increasingly vocal about issues of Android fragmentation and, while networks have been partly responsible for this, the growing trend for major partners like Amazon, Samsung and most recently Facebook to fork Android for their own ends could finally see Google fight back.

Google Babble
With leaks abound this unified messaging system it looks nailed on to make its first appearance at Google I/O 2013. Babble is expected to unite Chat, Talk, Voice and Google Plus communication into a single service with the same conversations and features available everywhere. Furthermore talk of a Google bid for WhatsApp earlier in the month suggests the company has plans to go toe-to-toe with Apple’s iMessage and BlackBerry Messenger long term.

Interestingly Babble is also said to incorporate notification syncing, a long overdue feature that dismisses notifications on all your devices once they are checked on one. Given the growing number of smart devices we carry, hopefully this will encourage other services (we’re looking at you Facebook) to follow suit. Incidentally it is unknown at this stage whether ‘Babble’ will be the final name for the new service (we hope not), but we don’t have to wait long to find out.

New Nexus 7
With annual and even bi-annual product life cycles now the norm a new Nexus 7 tablet is certain to grace us next month. The original Nexus 7 was announced at Google I/O 2012 and proved a breakthrough device given its remarkable price point. This time around the new Nexus 7 is expected to gain a super high resolution screen like the Nexus 10 and faster quad core Qualcomm chipset while shedding the pounds and reducing the size of its bezel. Talk is the new Nexus 7 will come in at the same $199 price as the current model, though a $149 RRP has been mooted along with rumours that the original Nexus 7 will continue to be sold for just $99.

Nexus 5/Motorola X Phone
The tech world seems split over what new handsets Google may have for us at I/O 2013, but there is consensus we will see something to show off Key Lime Pie. Motorola’s next-generation handsets, most notably the fabled ‘X Phone’ (supposed render, right) is widely tipped as is a Nexus 5 with 5-inch 1080p display.

The latter would seem premature given the Nexus 4 only launched in November though the former would provide a fine stage for Motorola’s increasingly hyped new handset and confirm the successful Googlefication of the company with the world’s press watching. We expect any handsets unveiled will update seamlessly to new Android versions as Google looks to send a message.

Google Game Center
Game Centre may be one of the worst-looking services on iOS, but its ability to unite iPhone, iPad and iPod touch gamers and simplify multiplayer gaming across these devices is beyond doubt. Hints that Google is about to follow in Apple’s footsteps broke only this week… This is a sample, to read more about Android’s answer to Game Center along with major announcements planned for Google Glass, Google Now and the Nexus 4, Nexus 10 and Nexus Q click here for the full feature @ TrustedReviews. 

 Copyright for all reviews, editorials and features on this site belong to their respective publishers. All samples published on this website are via prior agreement with those publishers and serve to act as a portfolio and centralised location for all my work. Contact me at gordon@gordonkelly.com should you wish to commission me or supply review samples, press releases or arrange meetings. 

Four words have triggered talk of the biggest tech U-turn in years. ‘CanSuppressStartScreen’ was found in leaked code for the Windows 8.1 ‘Blue’ software update. Can. Suppress. Start. Screen.

The same start screen Microsoft hailed at launch five months ago as ‘A Beautiful New Start’, the future of computing and the answer to unifying PC and post-PC devices. The ultimate answer to the ultimate question.

Does it really expect to make better progress shipping Windows 7 version 2.0? I think it makes more sense than what it was doing…

Windows 8 pitch is naive
Up to now, Microsoft’s pitch for Windows 8 has been incredibly naive. It equates to this: everyone likes touchscreens; everyone likes tablets; everyone knows smartphones and tablets are eating into PC sales; we don’t have successful smartphones and tablets but look everyone here is an operating system that makes your PC work like a smartphone and tablet!

Except most PCs don’t ship with touchscreens and their software isn’t optimised for touchscreens. Microsoft’s desperate leap of faith was too big and – much like any movie will tell you – those who try hardest to avoid their fate are guaranteed to cause it.

Cue IDC last week revealing PC sales in 2013 experienced their worst ever slump and that Windows 8, far from reviving the market, has slowed it, while pointing the finger at the ‘radical’ interface.

Windows 8 = Windows 7 but even better
What Microsoft forgot was fundamental. Not everyone likes touchscreens, not everyone wants a smartphone and/or tablet to replace their PC and far from everyone wants their PC to operate like their smartphone… especially all in one go and before hardware designs and costs have evolved to ease the transition. These memories now appear to have been restored.

While Microsoft has yet to comment on the ‘CanSuppressStartScreen’ code leak, it is already starting to sell a very different image of Windows 8 to customers in preparation of Blue. One product manager has even gone on record saying he now starts his Windows 8 pitch on the desktop, not the new Start Screen, selling the idea that Windows 8 is the smarter, faster and more secure update to the already popular Windows 7.

That’s the key: Windows 8 is Windows 7 enhanced and it can be something new when you are ready for it to do that. And if you’re not ready for a revolution, Windows 8 can boot straight to the desktop. That should be Microsoft’s new pitch.

Stand and deliver
The good news for Microsoft is the naive, reckless yet ambitious motivations behind the creation of Windows 8 should ultimately stand it in good stead long-term… This is a sample, to learn about why Microsoft’s mistake may just have a silver lining click here to read the full editorial @ TrustedReviews. 

 Copyright for all reviews, editorials and features on this site belong to their respective publishers. All samples published on this website are via prior agreement with those publishers and serve to act as a portfolio and centralised location for all my work. Contact me at gordon@gordonkelly.com should you wish to commission me or supply review samples, press releases or arrange meetings. 

In early 2000 Google employees Paul Buchheit and Amit Patel were sat in a company meeting being a nuisance. “[We] kept kind of forcing them to put it up there,” recalls Buchheit. “And because we wouldn’t let it fall off the list, it made it onto the final set and took on a life of its own from there. Amit started writing it down all over the building, on whiteboards everywhere. It’s the only value that anyone is aware of, right?” ‘Don’t be evil’ was born.

Thirteen years later Google finds itself at the opposite end of the spectrum at the centre of a spiralling EU antitrust investigation. It has already spent the last three years under scrutiny for manipulating search results to promote its own services, but now Microsoft-led lobby group ‘FairSearch’ wants to bring Android into the mix as well.

The Case for the Prosecution “Google is using its Android mobile operating system as a ‘Trojan Horse’ to deceive partners, monopolize the mobile marketplace, and control consumer data”, said FairSearch counsel Thomas Vinje in an official announcement this week. “We are asking the Commission to move quickly and decisively to protect competition and innovation in this critical market. Failure to act will only embolden Google to repeat its desktop abuses of dominance as consumers increasingly turn to a mobile platform dominated by Google’s Android operating system.”

FairSearch argues Google only achieves its dominance in the smartphone market (approximately 70 per cent at the end of 2012) by giving away Android ‘free’ but that “in reality, Android phone makers who want to include must-have Google apps such as Maps, YouTube or Play are required to pre-load an entire suite of Google mobile services and to give them prominent default placement on the phone”. The result, it claims, puts rivals at an unfair disadvantage and sees Google increasingly gain control of consumer data on mobile as it has on the desktop.

How is the arguably greater control exerted by Apple, BlackBerry and indeed Microsoft itself enforced on their own mobile platforms not caused cries of hypocrisy? Because such practises are only punishable when a company achieves a monopoly. Something FairSearch argues Android now has.

The Case for the Defence If this all sounds familiar, that’s because it should. In 2006 the EU ordered Microsoft to pay €497 million, at the time its largest ever fine, for exploiting the 90 per cent monopoly Windows enjoyed by forcing hardware partners to pre-load its entire suite of desktop services. At the heart of it was Windows Media Player and Microsoft was told to produce a version of Windows without Windows Media Player within 90 days. Yes technology’s power shifts are a game of musical chairs.

That said Google’s legal position in 2013 is arguably fair stronger than Microsoft’s in 2006. For a start Android is open source and anyone is able to fork the OS as they choose and pre-install whatever services they like. Android without core Google services installed doesn’t get Google certification, but that seems a fair compromise. Similarly Android offers users the choice to switch default apps away from Google’s core services.

Meanwhile the allegation that Android has an unfair advantage in being free is somewhat disingenuous. In 2011 HTC admitted it pays Microsoft a minimum of $5 per Android handset in patent royalties and Microsoft’s own financial results have shown it earns more from Android patent payments that it does from Windows Phone.

The Future – Be Evil?

While the only certainty in sizeable legal disputes is that lawyers get rich, the bigger question for Google is what the investigation means for the future of Android…

This is a sample, to read about why FairSearch may ultimately force Android to become a beast that cannot be controlled click here for the full editorial @ TrustedReviews.

Copyright for all reviews, editorials and features on this site belong to their respective publishers. All samples published on this website are via prior agreement with those publishers and serve to act as a portfolio and centralised location for all my work. Contact me at gordon@gordonkelly.com should you wish to commission me or supply review samples, press releases or arrange meetings. 

Shall we publish it? Post it? Print it? Tweet it? Or Pin it? Does it require links, likes, retweets, or +1s? Gordon Kelly reveals the technologies that PRs should know how to use and, more importantly, when it’s best to use them.

The boundaries are blurring. Never before have journalists, PRs and consumers had so many ways to publish, consume and promote news. If you meet someone who tells you they have mastered them all, the polite term is ‘they need better PR’. Quite simply the machinations are bewildering and ever more complex strategies are inspiring indecision as much as, well… inspiration. That said there are general rules and, for the most part, they are simple, logical and far too often forgotten:

It needs publishing
Your news is actual news. PRs know how to categorise this far better than they’re given credit. Poor pitches are predominantly caused by losing a battle with the client, which journalists interpret as stupid PRs – so don’t lose!

The print verses digital debate rages on and while digital’s ability to show up in search engines means a longer tail, print retains (however falsely) greater gravitas. Print needs exclusives and NDAs to stay in touch, so make sure you provide them. Digital is about speed, so releases that say what isn’t available (price, release date, etc) as well as what is, saves journalists time spent on needless follow-ups. When successfully published feel free to link, tweet and post about this as much as you like, you’ve earned it.

It needs sharing
>Publishing comes via the filter of a journalist or title, but when your news is unlikely to catch their eye the key is going direct. Facebook pages build consumer loyalty, especially when enticed with competitions and prizes, but beware: journalists largely hate being contacted while they’re organising their holiday snaps.

Twitter is the place big companies do tech support and smaller ones reach out looking for contextually relevant user tweets, but announcements are a flash in the pan unless you pull off the holy grail of getting your topic trending. Still, journalists are happy to be contacted using Twitter and it gives an invaluable gift – this is what this journalist is thinking and needing now.

Pinterest and Instagram work best for announcements with a visual flair and Foursquare when there is something to visit – tie in prizes and something (anything) free to get the public flocking.

It needs sponsoring
Let’s face it, some things simply aren’t going anywhere unless you pay for it. Google ads, occasional sponsored Facebook posts (don’t do too many unless you want consumers to leave you in droves) and contextual advertising (sales teams still pressure editorial to review products from major buyers) all have their time and place.

In these economically stretched times advertorials also don’t carry the stigma they once did, especially if they are informative, educational and stay away from the biggest faux pas: self promotion. Competitions with titles are warmly appreciated as well, again don’t push for editorial flattery and don’t do it unless you can offer good prizes to get the attention of the title and its readers – offering too little is an insult.

It needs intelligence
Variety is the spice of life and it is also the spice in successful promotion. Relentless press releases, social media blitzes and uninspiring giveaways deliver only diminishing returns. Categorisation and contextualisation must be the first stage of analysis for every client proclamation and request. Set off on the wrong path and it is typically too difficult or too expensive to correct. Lest we forget the problem with the Information Age is too much information and, in a time when news aggregation king the RSS reader is considered too much of a time suck, getting the message and medium right first time has never been more important.

For the discerning PR a planet of always-connected consumers and journalists is the richest of bounties, but faced with endless choice the attention spans of both have never been shorter.

Copyright for all reviews, editorials and features on this site belong to their respective publishers. All samples published on this website are via prior agreement with those publishers and serve to act as a portfolio and centralised location for all my work. Contact me at gordon@gordonkelly.com should you wish to commission me or supply review samples, press releases or arrange meetings. 

In literary circles it is often debated whether ‘Jaws’, the original novel by Peter Benchley, is not actually about a big shark, but infidelity. Shark expert Hooper is portrayed as arrogant, with more interest in studying the shark than saving the townspeople and Brody dislikes him on the suspicion he had an affair with his wife. In the novel Hooper is ultimately eaten by the shark. It seems fair comeuppance.

Step into gaming circles and a similar, equally odd, debate is happening. It may have taken until their third and fourth generations respectively, but there is growing support for the notion that the Xbox 720 and PlayStation 4 are not about gaming – even though both platforms have aged far better than any of the subsequent Jaws films ever did. What’s more, in casting their affection away from what should arguably be their primary focus, both may also be chewed up and spat out for it…

The arguments for this shift in priorities are compelling:

• The consoles are no longer competing on performance, but being aligned
• Talk is rife that both consoles won’t be backwards compatible with current games
• Both consoles may block users from playing second-hand games and neither seems keen to clarify this once and for all.

All three are major no-nos in the eyes of hardcore gamers and suggest Microsoft and Sony have far less appetite this time around for a war fought over frame rates, polygon counts and draw distances. Furthermore Sony has gone out of its way to dramatically simplify coding for the PS4, stressing ease of game development on the platform as opposed to a tidal wave of exclusives. Even Microsoft’s Kinect won’t be such a great differentiator after Sony unveiled ‘Eye’, which mimics Kinect alongside controller support for Move-like operation.

So how will Sony and Microsoft duke it out this time around? Two different kinds of media: social and multimedia. “It’s going to be connected. It’s going to be social. It’s going to be immersive. It’s going to be interactive,” said Ubisoft Montreal CEO Yannis Mallat when speaking about the Xbox 720. Mallat admitted next gen console graphics would be “mind-blowing”, but also added that “the connected aspects and the social components will be what will define the difference between a next-gen experience and a current-gen experience.”

Likewise Sony has announced the PS4 will be always connected, will pre-download content users might be interested in and will also feature a dedicated ‘Share’ button. “Base hardware architecture for PlayStation network [is] designed to integrate social networks through all aspects” according to lead Sony developer Mark Cerny. Furthermore Sony is going after casual gamers and a wider female user base.

“We are not going down the route of making the console pink of course,” said Sony Computer Entertainment CEO Andrew House, however “the key is getting games developers who are going to make the next Angry Birds excited about the PS4.” Throw in extended television, film, music and indie developer support which builds upon the current gen consoles and it becomes clear Microsoft and Sony will position the Xbox 720 and PS4 as the technological heart of our homes. And this is a big ask for devices which are not mobile. This is a sample, to read about the threats posed by Nvidia, Valve and threats to the consoles’ longevity click here for the full article @ TrustedReviews. 

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