• It’s time to start thinking of every connected device not just as a physical product, but also as a platform. Increasingly devices are architected to grab apps over a connection and run it on top of the core device OS. Smartphones, tablets and e-readers are great examples, but the app model is rapidly extending to connected devices everywhere. All-in-one office printers can now have their capabilities extended with easily-downloaded apps. You can buy a $99 BluRay player that runs a selection of apps enabling a range of capabilities. And a smart soda machine Coke debuted at the Beijing Olympics is now being rolled out in quantity in the US with an “app zone” that can be updated via the Coke Digital Network. In addition to running apps including games, the machine can integrate with other nearby connected “digital endpoints,” such as digital billboards and transit advertising.
• HTML5 is rapidly expanding its reach as a “develop once, publish many times” app platform. While there is no de facto standard in place, HTML5 has a lot of momentum as an open, multi-platform, browser-based app platform. HTML CE is taking off for apps in TVs and other home entertainment devices. Many highly-functional services delivered to multiple platforms such as Pandora and LinkedIn are now built with HTML5. The coming finalization of the HTML5 standard in 2014 will accelerate this acceptance.

Takeaways for marketers: First of all, nearly everything will be able run apps soon, presenting opportunities for brands to extend their branded utilities into new devices and user contexts. Keep in mind, Millenial workforce entrants are driving the rapid consumerization of workplace IT, and in an app culture, no one will need IT approval to download an app onto a device. And second, investments in pushing the boundaries of functionality built in HMTL5 are likely to pay off, as they don’t face the sort of limits posed by proprietary app development platforms.

Now keep in mind that the #2 spot was secured with 33.9 million visitors in June – a 63% increase from 2010 – however Facebook

Slow and steady

had 160.9 million visitors. That’s kind of like saying you came in second at the Boston Marathon – but really there were only two runners…and the Kenyan guy nearly lapped you on his way to victory.

Now that’s not to say that LinkedIn isn’t a social media power – it definitely is – and even more so since it’s very successful IPO (whether or not the IPO should have been so successful is a different topic all together).

However, while they must take some satisfaction from surpassing MySpace, LinkedIn should consider taking a few lessons lessons from MySpace’s history as well.

Remember when you last used MySpace? For me, it was July 24^th, 2008. I know this because that’s when I wrote “I’d rather you visit me on Facebook” as my status update and never went back. MySpace was huge, innovative and exciting – enough for News Corp to purchase it for $580 million. Years later, it’s just an animated .gif wasteland filled with bands that you’ve never heard of that recently sold for just $35 million.

JT knows that it was just a movie, right?

The problem was that MySpace never did anything. Sure they expanded into markets and recently changed the logo and look of the site – but it’s still an eye sore of a page and basically useless to the average social media user.

The biggest lesson that can be learned from the former #2 social networking site is the difference between them and Facebook. That difference is that Facebook became a platform and MySpace was always just a website.

You basically can’t visit a website now without seeing Facebook integration. And by the looks of it, LinkedIn is following suit with their Apply with LinkedIn button that employers can add to their own website. The challenge becomes what more can they do to keep moving forward and become ingrained within their users every day lives while still being a social network for professionals.

Kevin Smith is an Account Supervisor at PJA Advertising & Marketing. Follow him on Twitter: @Mr_KevinSmith

The survey of 2,100 global professionals is called “The Role of Social Games and Communities in Professional Identity,” and reveals that

* Although only 16% of those surveyed own a tablet device, 36% plan to purchase one by December

* More than 65% of respondents now spend close to 7 hours every week consuming or participating in social media, a 13% increase over a year ago

* Among professionals surveyed, IT professionals spend 3.69 hours consuming social media using their mobile device, up from 2.4 hours in mid-2010.

* Interest from the IT community in tablet implementation has more than doubled since last summer. Overall we’re seeing a 53 percent rise as tablet options increase and become more mainstream.

Beyond tracking social media use and value among professionals, the survey also measured interest in two converging trends: larger-format handhelds such as tablet computers and the use of more interactive, game-like content.  Nearly a third of IT respondents believe that online gaming should be incorporated into their daily job or training. So the next time you see a conference on gamification, consider registering. It seems like a coming trend.

Again, get all the details on this survey and a nifty PDF here.