Brand Loyalty & Betrayal?

by Serena Wu on February 16, 2010 · Comments

If Macworld didn’t exist and die-hard Apple fan girls and boys couldn’t come together for such an exclusive geekfest, I’m sure Apple wouldn’t have such loyal customers today. Is there ever a Microsoft World? No. Because everyone has a PC, I have brand options, and I’m not inclined to try Windows 7, just because it’s the “latest and greatest”.

Let’s flashback to 2008 to find out why Santa Steve would cancel Christmas and mark “the end of an era”:

Apple is pulling out of Macworld as its retail stores grow rapidly: The corporation has expanded from just two stores in 2001 to 240 retail locations worldwide to date. Before the proliferation of Apple stores, Macworld Expo was Apple’s major outlet to make contact with the public and give exposure to its products. Since the Apple brand has become so popular, the company has been scaling back on trade shows, which is why Apple plans its final appearance at Macworld for 2009.

—Brian Chen for Wired

Seriously, who doesn’t have a Macbook or iPhone these days? Suddenly, it’s not that cool to be sporting the Apple logo anymore and everyone’s showing up with the same prom dress—minus the drama. Hardcore Apple fans like Violet Blue (who I got to meet briefly!) aren’t so rare anymore…even 11-year-old Max can tell me about the iPhone ergonomics.

Regardless of what Dr. Mac said, Macworld this year sucked. No Moscone South, no hype and excitement, and nothing particularly innovative. What was I to do without an iPad to try out? Perhaps I’m just bitter for not getting any free schwag this year, but what’s the point if the only expo product I really wanted was Beats By Dr. Dre?

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Daniel invited all of us at Intel Youth to attend the Teens in Tech Conference, so that’s where I spent my Saturday: in the SF Google office with a bunch of kids my sister’s age. Never have I experienced a greater abuse of the Twitter hashtag, especially when the tweets were displayed as a backdrop during breaks and slideless presentations. Not gonna pretend like I didn’t contribute my fair share of inspirational spam either.

As Dave Spark says, sometimes it’s nice to attend a tech conference with an atypical crowd–because it’s refreshing to see new faces (though there was still the Scobelizer, Michael Arrington for a bit, and the Woz). To contemplate what I learned or gained from this conference was a bit challenging, considering that many of the speakers were talking about college life, social media, and design sensibilities…what else was there to extrapolate from besides the “been there, done that…why am I here again as a 21-year-old”?

And in the end, it comes down to Gladwell again: brains that are at least “smart enough” + incredible opportunity & a dash of luck + 10,000 hours of practice = guaranteed success. The earlier you can get the 10,000 hours in, the earlier you’ll become incredible and the more hours you’ll get in your lifetime; and if you’re more than just “smart enough”, a talented genius with interests in a field that’s a trending topic…Woz wants to meet you when you’re bright-eyed, bushy tailed, 100% passion-driven with no rent checks to pay.

Gladwell’s examples of “incredible opportunity”: Bill Gates got unlimited time-share terminal access and started his 10,000++ hours of programming at age thirteen, because The Mother’s Club decided to fund a computer lab in 1968 when most people didn’t even know what a computer was. The year the computer center opened at the University of Michigan, Bill Joy stumbled in at age 16–by accident. (That computer lab also happened to be one of the most advanced in the world.) Steve Jobs and Steve Wozniak got free spare computer parts from Bill Hewlett to tinker with in high school, when others had to pay premiums for computers. (During a lecture at Haas, Woz mentioned how he would also collect computer manuals, so instead of having a mentor, he had parts + manuals + many hours of “practice”/fun in the garage.)

Gladwell’s example of “birthdate luck”: “If you were more than a few years out of college in 1975, then you belonged to the old paradigm. You had just bought a house. You’re married. A baby is on the way. You’re in no position to give up a good job and pension for some pie-in-the-sky $397 computer kit. So let’s rule out all those born before, say, 1952. At the same time, though, you don’t want to be too young. You really want to get in on the ground floor, right in 1975, and you can’t do that if you’re still in high school. So let’s also rule out anyone born after, say, 1958. The perfect age to be in 1975, in other words, is old enough to be a part of the coming revolution but not so old that you missed it. Ideally, you want to be twenty or twenty-one, which is to say, born in 1954 or 1955.” Paul Allen: January 1953. Steve Ballmer: March 1956. Bill Joy: November 1954. Steve Jobs: February 1955. Eric Schmidt: April 1955. Bill Gates: October 1955. You get the point.

Teens in Tech attendees’ examples of “incredible opportunity”: Let’s start with Daniel. At Intel, Teresa asked him how he got started in tech. His answer went something like, “When I was thirteen, I hung out in my dad’s office all the time, and one day, one guy working there was sort of drunk and he joked that he should just give me a job since I was always there. That night I asked my dad to help me write a resume and the next day, I asked the guy for the job he said he should give me. He had no choice but to give me something to do!” His brief stint with TechCrunch was also pretty good luck (and any kind of press is good publicity), considering that he’s only 17. If we look at the speakers panel, Adam (also 17) gets to work alongside Gary Vaynerchuk, someone who has a seven-figure book deal thanks to his superb grasp on personal branding and marketing. That’s an incredible mentor to have. Danny was picked up by Digg at age 17, Vitor works at Twitter, Joey has worked at Google, Yahoo, Revision3…and more.

The opportunity given to the “social media generation” is this: we can market ourselves effectively and efficiently without spending anything other than time. Only a few years ago, you had to pay to build a website (unless we’re talking Geocities and Homestead, which was only popular among my friends in 7th grade for ~ShOuTouTs & QuOtEs~), you had to pay some more to print portfolios, business cards, brochures, fliers…and you were a nobody until maybe college when you started making “professional friends”. Post-college if you were antisocial and a straight-up nerd. Now with Coroflot, Behance, Flickr, Wordpress, Tumblr—you name it—you can easily have your own portfolio or website, and then market yourself and make friends with people in your field via Twitter. After a few private DMs (or not), you’re now “professional” LinkedIn friends and people are recommending and referring you left and right, if your work is good enough. Other incredible opportunities include 1. the endless amount of tech conferences where you get to meet influential people IRL and 2. venture firms like Y Combinator, which give the baby startups a real chance. Living in the Bay Area would be a third opportunity.

As for “birthdate luck”, you only have to be young enough to have all the time in the world to spend all day on the internet and old enough not to befriend spammers and confuse posts with pages or tags with categories. Heck, you can be 11-year-old Max Swisher who has his own blog, podcast, YouTube channel, and even business card. You don’t have to be a genius, but it wouldn’t hurt to be one either. Kevin introduced his Stanford buddy, Suril, as “the guy who has his own wiki page“…who passed the Sun Java exam at age 10. As for my friends who have their own startups, they’re young enough to not have to worry about family and sleep, though most have at least finished college (for time and serious dedication more so than credibility and maturity…though those all factor in).

If I did have to guess an average for this conference crowd though, I’d say 17. I gifted my sister her own domain & hosting for her 17th birthday today. [Read on…]

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Intel: More Than Microchips

by Serena Wu on February 9, 2010 · Comments

What was supposed to be liveblogging turned into live-tweeting…and now extremely delayed blogging (better late than never though, right?). To start off, here’s a video (courtesy of Arielle) about our thoughts on Intel:

In summary, most of us relate Intel with microchips and processors and then we don’t know much else about the company, because Intel is “just a sticker” or “inside of another product”—another brand we’re more familiar with. I mean, how would a regular consumer know that Intel does augmented reality research in the tera-scale lab and video-game efficiency testing in the gaming lab?! Why would I ever google “fiber optics” or “usb4?” or even know that silicon photonics was possible, let alone happening in the Intel research labs?! I’m not nerd enough to ever consider the computational possibilities with getting light (via fiber optics) into a piece of rock (silicon) and somehow encoding data (without blowing anything up); nor would I ever just somehow know that the next generation of fiber optic usbs would change the design possibilities for say, a laptop (because the vga (monitor connector) and the ethernet are currently the biggest limitations for thickness and an optical usb could potentially replace all of that). This stuff needs to be taught to me. It makes sense then, that Intel would spend so much on publicity on youth like us, who can then share with our audiences in “normal people talk”, not 133t sp34k jargon. Light Peak, say whaaa?

Aside from educating the public about Intel’s research and innovations, I think Intel should also publicize readily accessible services to spread brand awareness. In the video above, I come in at 3:54 and mention the Intel Dispute Finder, which currently has a working prototype as a Firefox plugin and a database of about 3000 disputed topics (but Intel labs & Cal grads are working on it). I briefly explain in the video that this is a service, not a hardware product, and because we’re a generation of prominent service users, this makes a lot more sense to us (e.g. research paper helper!). When Intel becomes this relatable, it no longer seems like an obscure brand where we can’t see the “Intel Inside”.

Of course, the easiest way is still to demo a bunch of products that do have Intel inside and develop the brand by association. [Read on…]

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I’ll be in Santa Clara later this evening and all day tomorrow for the Intel Youth Rock Stars Summit held at the Intel headquarters. Other bloggers attending include:

Stay tuned as we liveblog throughout the entire event via the Dell Mini netbooks provided by Intel and OgilvyPR. We will be touring Intel’s museum as well as the tera-scale lab, learning about the 2010 core processor family along with new gadgets and tech including the much-gossiped WiDi, and of course, talking to true rockstars, like Mario Paniccia. I know you’re jealous.

That’s Paniccia. [edit] I’m listening to him speak right now…that’s not him.


That’s the cake we had at the Uber10 Awards event a few months ago.


and that’s the video you’ve all seen before.

(now getting ready to rock out.)

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What’s In New York?

by Serena Wu on January 21, 2010 · Comments

Forgive me for disappearing again; I spent the end of November and all of December in Taipei, Hangzhou, and Shanghai and then last-last weekend in LA and last week in New York and Boston…I know. I know nothing about the tech/startup scene in Taiwan and China (nor could I really sense its presence on either shores…or even in LA), but I did get to meet up with a few friends in New York who are truly making things happen.

Only two days ago, this article on “Why Tumblr is Kicking Posterous’s Ass” became all the rage, as the author’s reason was, “Tumblr is a New York company and Posterous is a Silicon Valley company.” In his other words, “Posterous is an engineered product, while Tumblr is a designed product.” Gobry makes two audacious points:

  1. “New York has truly come of age as a startup hub, with its own “style”, its own way of doing things, its own mindset, which can sometimes — not always, but sometimes — kick Silicon Valley’s ass.”
  2. “For consumer web apps today, design matters more than technology” because “technology is no longer what differentiates most consumer web apps”, it’s design (UI/UX design, social design, business model design).

He goes on to prove why Tumblr is better designed than Posterous.

As someone with a design background and continued interests in design, I find this fascinating, because 1. The Bay Area is also a major design hub home to the world’s best design consultancies like IDEO, Smart Design, Frog Design, Fuse Project, and 2. New York is known for fashion design and media, but…tech? So I did a little research and surprise, surprise, my favorite artsy communities & companies really are based in New York: Behance, Carbonmade, Etsy, Squarespace (to name a few)…and all you thought of besides Tumblr was Vimeo and Foursquare (all equally “cute” and well-designed).

I think I need to move to SoHo.

The main reason for my New York trip was simply to say hi to my friend and attend his startup party for Postabon. Postabon hasn’t really picked up anywhere outside of New York City yet (although you may post your own bons and start a trend!), but it has been featured in PCWorld as one of the “10 Sites and Services That Will Matter in 2010” and on TechRadar as one of the “8 Really Useful Websites You’ve Never Heard of“—yet. Postabon has even been picked up in China and Brazil—impressive for something that has been around for less than a year.

postabonCheck it out and download the iPhone app!

I also got to meet up with another friend who’s launching another startup in TWO WEEKS, SO STAY TUNED. (I’ll probably do a blog feature then.)

For those interested in learning more about New York’s startup scene, subscribe to the Startup Digest! My friend curates for the NYC newsletter and lists out weekly events.

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