New services have to be open and easy

By Robert Briel
September 24, 2009 12.27 UK

CTAM EuroSummit – Lisbon. “There are two properties that are super important for breakthrough services,” Olof Schybergson, founder & CEO, Fjord, told the audience at the CTAM EuroSummit, in his ‘Harry Houdini’ session, “when digital media are helping people to free themselves from the constraints of time, place and device.”

They are open and easy. “Any new service should be open with regards to time and place shifting and choice of sources. It should definitely not be limited to traditional sources; openness is an absolute key property.”

The second property to be a success is easy. “They are almost in contrast with each other; when it is open it can become very complex and this is tricky. For instance, you will need just one remote to do everything. This is not going to be reality soon, but it is absolutely crucial to have happy customers. And don’t forget, if you do just one of the two, then people want to break free from the shackles and constraints.”

Schybergson pointed at the failure of the music industry and the big record companies by not embracing the new digital technologies and staying in a state of denial far too long.