Why You Need A Website Part II [Toon]

Thanks for all of your feedback to my previous commentary about how the Yellow Pages are about to be completely replaced by the Internet. I received both kudos and jeers for the post, the jeers mainly coming from those of you who are already wired and think the conclusion was a “so what”.

While I also think it’s a no-brainer that this is happening before our eyes, there are many, many of us who still think the old way works! As suprising as that might be, it’s a reality, hence the post.

Today I came across the following comic / toon on the Hubspot site and simply had to share. Good stuff Hubspot, keep up the great work.

Internet vs. Phone Book

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Are The Yellow Pages Obsolete?

Yellow Pages: This Dinosaur Is About To Be Extinct

Yellow Pages: This Dinosaur Is About To Be Extinct

Following on my previous post, Local Services Businesses: Why You MUST Have a Web Presence, let’s take a few minutes to dig deeper into my assertion that the yellow pages are an unsustainable model for driving leads and business.

This topic applies differently to various business types. Many companies have already made the move to an online-heavy model (e.g. the travel industry). On the other hand, local services businesses can often still generate decent returns from this tactic. While that model has worked to date and may still have some value, the money spent on it could be used much more lucratively.

Massive Shift To Mobile Phone Use

Surely you have noticed the significant pace of adoption of mobile phones. According to Wikipedia, there is an active mobile phone in use for 91% of the US population (286M mobiles, 309M population). In many European and Asian countries, the ratio is even higher, suggesting that a subset of the population uses multiple cell phones. Clearly, you wouldn’t have two mobiles as well as a land line, so this also suggests a shift away from traditional telephone usage overall (or a complete leapfrog to mobile in traditionally technology-lagging markets).

This is not merely speculation, as USA Today reported a similar statistic last month. High points of the article included:

  1. At least a dozen states have abandoned production of white pages altogether
  2. Consumers have been disconnecting landlines at a rate of approximately 10% per year

Online is Displacing the Yellow Pages

There was a time when consumers decided they wanted a product, and then picked up the yellow pages to research who offers said class of products. In the pre-internet days, that was our only option other than asking our friends and coworkers for advice.

Now, we have a multitude of online resources in front of us. You can find listings of all businesses in any industry with a quick Google search or by looking at a directory. Heck, Google even puts the stuff in front of you that their algorithm suggests might be the best match for what you are seeking, and in real-time (via Google Instant)!

You can get on social media sites, forums, or other community venues to compare notes with others. You can read rankings and reviews, product feature documents, and freeform blog posts to learn what real people think about the product or service you’re seeking. Basically, you can manage all parts of the sales process yourself, and then make the purchase via the internet too if you please! Even for local services businesses.

Younger Generations Are Forcing the Issue

I’ve covered some of the generational gap issues between Baby Boomers, Generation X, and GenY / Millennials here on Return On Now. Those issues are even more noticeable when considered with this topic in mind.

We are currently in a major transitional period between generations. First, let’s look at the actual sizes of each group:

  1. Baby Boomers (born 1946 – 1964): 80M
  2. Generation X (born 1965 – 1983): 50M
  3. Generation Y (born 1983 – 1995): 80M

As you can see, Generation X is truly a “sandwich” generation, as many have come to call it. With 80M Baby Boomers and and equal 80M of GenY (sometimes referred to as “Echo Boomers”, as most of them are the children of Baby Boomers or early Generation X), the passing of the torch of adulthood will be a major event in our lifetimes.

Many Baby Boomers, who are closer to retirement than college, have managed to survive without the internet, cell phones, and other new technologies so far.  Generation X is beginning to drive the bus a lot more in business, and GenY is beginning to come into their own as adults.  There are big differences between the way each of these groups thinks, operates, and behaves.

Generation X has the highest percentage of college graduates and advanced degree earners in history. This generation watched what the Boomers did, incorporated a new way of thinking about and using technology, and accelerated the pace of innovation greatly. This group is delivering the technologies that create all the excitement in GenY, and most of those technologies are dependent on the internet to operate!

The Millennials are the first generation who would be hard-pressed to remember life without the internet and mobile phones. They want everything now, in a convenient fashion, and for it to be as easy as possible to do everything. They are more liberal minded and comfortable with relinquishing control. And they will be the majority of the population within 10-15 years.

Conclusion

The Yellow Pages may not yet be obsolete, but they are running on fumes. As Baby Boomers begin to retire and the younger generations begin to represent an even more significant percentage of the population, everything will move online.

If you are still depending on the Yellow Pages, enjoy it while it lasts. Because it won’t be long.

Information Security & the New Generational Gap

Since the RSA Conference is happening this week, I thought it would be different to do a piece that hits on both Real-time and Information Security. The following blog post is my own original work that appeared on The Network View, the official blog for Anue Systems, on November 12, 2009. It highlights some important sociological differences between the various generations of today’s adult population, and looks at how changing work habits and security need to find a workable balance.

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We all know that each generation (i.e. Baby Boomers, Generation X, etc.) brings with it new and different behaviors, attitudes, opinions, and interests. However, with the rapid advancement of technology in general, we are just now learning exactly how pervasive connectivity is impacting the younger sect of our working population.

Earlier this week I came across a very intriguing commentary on this very topic, Lifestyle Hackers, which appears on CSO Online. This insightful article talked about what is being referred to as the “Net Generation“, the younger subset of our population that has never known life without the Internet and other communication technologies (as opposed to Baby Boomers who were raised with television as the primary technology/communications breakthrough early in life).

social media, marketing, entrepreneurship, mobility, real-time, fantasy sports, infosec, security, information security
Connectivity: A Threat or a Productivity Tool?

Technology exposure has upsides and downsides, and we won’t go into all of the social implications of being connected and interacting virtually rather than face-to-face. However, twenty-somethings, the first true group of working adults among the Net Generation, seem to have a knack for finding their way around security measures. The ever-present Insider Threat is no longer solely a problem of user ignorance or malicious intent; it is now a problem of technical competence and motivation. How can that be you ask?

You see, the Net Generation views life, business, and productivity through different glasses than previous generations. While your security team is blocking access to social media, instant messaging, and other “high risk” applications, NetGeners (as we’ll refer to them from here forward) find those media to be crucial to their productivity. But your leadership team likely sees these tools as hindrances to productivity, hence the desire to block access. In the end, we’re all chasing the same goal – to get more done and to do it as efficiently as possible.

social media, marketing, entrepreneurship, fantasy sports, mobility, real-time
How do you define productivity?

Basically, the problem all comes down to perspective. Baby Boomers are more likely to focus on a specific task, much like watching a show or channel on TV. NetGeners, on the other hand, prefer the connectivity of the internet and have come to embrace multitasking as a fact of daily life. The article elaborates on this point, “As Internet-facing technology became ubiquitous and leaped from the home to the mobile device, the Net Generation adapted by incorporating new technology into its very social fabric.” Heck, NetGeners even have their own slang these days.

So who is right? Everyone is in some way. NetGeners see Facebook as a tool for collaboration to more quickly solve problems. They use Text Messaging (SMS) much like Baby Boomers have come to embrace email, but NetGeners prefer the instant gratification of knowing the message delivers now and the answer will come quickly, rather than a day or two later. For these reasons, many NetGeners actually refer to themselves as “Generation Now”. [Editor's Note: It's curious that most NetGeners somehow fail to grasp the value of Twitter, but that's another discussion altogether.]

The bottom line is this – media changes and evolves, as does technology. Different generations work in different ways. This has been true for hundreds of years now, through the Industrial revolution, which first made the term “economies of scale” relevant, to today, where micro-anything and real-time is deemed superior to the old way of doing things. First there was snail mail, then the telephone, then the facsimile (”fax” to all you NetGeners), then the Internet, then email, and then finally, widespread acceptance of cell phones. Cell phones naturally forced the whole equation to evolve again, and now, real-time is key.

So what’s a security professional to do? As a technologist, the smart approach is to embrace and enable safe usage of these new technologies. Revisit your Security Policy. If it’s too restrictive, expect problems if/when you hire twenty-somethings. They will find a way around it, and your policy won’t work. Ultimately, you risk failing to enforce the very security that you aim to establish.

Security is here to ensure safe operation of the network, but not here to handcuff workers from being able to be productive. We’re not there yet, but a balance must be struck, and it’s up to CSOs and Security Management to determine the optimal approach.

Have you managed to figure out the balance? Please share your thoughts, tips, or even any criticisms of this viewpoint. This is a topic that must be discussed, and we’re happy to take the lead on drumming up the discussion.