I’m trying out something new here: book reviews. No, I don’t intend to gun for Michiko Kakutani’s job. Rather, I can’t help but draw parallels between what I read and what I do.
So let’s begin with the only book I’ve ever read to devote an entire chapter, and then some, to setting dimensional and material standards for shipping containers.
Hey, this was a major plot point for Season Two of “The Wire!”
Marc Levinson’s The Box covers the roughly half-century in which the hidebound world of ocean shipping transformed from rugged stevedores placing each and every carton in the hold of a freighter by hand to the current era where nearly all shipping except bulk commodities and motor vehicles takes place in a metal container moved by giant cranes. While the topic only indirectly broaches marketing, it has important ideas for marketers nevertheless.
That is, seven of every 100 Americans accesses the Internet via his or her phone and does not have broadband at home or at work or school.
This smartphone-only group included 15% of all respondents aged 18-29, 13% of all respondents with a household income of less than $30,000 per year , 12% of all African-Americans and 13% of all Latinos. As the lower incomes would suggest, costs loom large over their smartphone experience: about half of all smartphone-dependents have had to cancel service because they couldn’t afford it or have frequently hit data caps
These findings have two broad and challenging implications for marketers.
1. Have a mobile-only communications segment/strategy