Confi – Innovation Disruption

Fairly frequent fliers, at least those who don’t fall asleep right when they get on the plane like we do, can do a pretty good job of recalling the details of the pre-flight announcements. Each airline gives a slightly different series of statements – some stick to a strict script while others allow for some freedom for self-expression and humor to be injected into it; and, certain airlines still do an in-aisle manual display while other airlines rely on a standardized pre-recorded message that plays on the in cabin television screens. In thinking about the standard pre-flight message, one part of it hasn’t changed much – for example, how to use the seatbelts, the oxygen masks, and the general location and use of the life vests and rafts. The plane manufacturers haven’t had a need or exhibited a sadistic sense of humor to make life difficult on those serving by changing the routine. One part that has changed and where those serving have had not choice but to adapt is in the world of consumer electronics.

We can all probably recall hearing something to the effect of cell phones and two way pagers are not permitted once the cabin door is closed, but it’s the next part of that statement, i.e. the approved portable devices that has made for a great case study in the process of change. Let’s face it. We in the performance marketing space live a pretty simple life. Pockets of change tend to mean opportunity not hassle. That is not the case with incredibly large organizations, like an airline, and putting ourselves in their position will not only make us feel super lucky about the world we operate but also understanding how they must deal with something as seemingly minor as approved portable electronic devices, but hopefully give a new perspective on more immediately comparable avenues like how inventory sources must think about their policies on what to allow and what not to allow. It also overlaps with how a large company like GM can fail over time by not adapting enough.

In order to continue, we must acknowledge that as a whole, our industry probably gives any in the service industry a pain in the butt. Ours didn’t thrive off following the rules, and that cavalier attitude shows itself in just about every environment with which we interact. All of which means, if there is a group not likely to follow instructions, we are that group. If we had to run a large organization, our attitudes towards rules and making sure not only those who worked for us but those who used our services followed them, would change dramatically. But since we don’t, when flying, I suspect that as a group, and especially any with direct arbitrage as part of their activities, are among the last to turn off their cell phones and to wait for the proper altitude before using certain approved electronic devices. So what is an approved electronic device? It should be so easy, but once you throw in that word, “approved” it becomes infinitely more difficult.

Having absconded with a recent copy of an airline’s in-flight magazine, let’s review how they currently view the world of electronics: 1) Never Permitted – radios, tv’s, external drives with cable, and satellite radios; 2) Permitted at Gage & Above 10,000 Feet – laptops, handheld games, media players, dvd/cd players, video cameras, pda’s, wi-fi (on select flights), and noise-canceling headphones powered on; 3) Always Permitted – pacemakers, hearing aids, and noise cancelling headphones powered off. (Mobile phone use, as fliers know, is treated separate.) The groupings and the list might sound simple enough, but go back to moments in time at the introduction of some of the items. Even as early as 2001, people generally brought on board only computers and cd players. When iPods first came out, the notion of a media player didn’t exist. A much harder decision were phones where you could turn off the wireless component. Airplane mode wasn’t a common phrase, so to everyone else but you who knew, it looked like a phone. Was it allowed or not? And if so when? Who at the company makes the decision and how do they collect the information – from the flight attendants? From observation? And, once decided, what is the process for updating the list, and should the list go by brands or categories? And once decided how do you make sure the messages given by the flight attendants or the taped versions get updated?

The video and live announcements about what can be used and what can’t are a hodgepodge of updated information, officially worded information, and some clever improvisation. It encompasses categories of products (portable dvd players) and plenty of brand mentions (iPods, Gameboys, etc.). Leave it to people though to find ways to try and rationalize why they could still use their electronic devices because the person didn’t read the magazine and went by only the specific mentions given by the flight attendant. I can still recall someone not wanting to turn off their Bose headphones because he couldn’t see how it was an issue. This particular flight attendant could have easily just said, you must comply with me if you want to fly, but they had absorbed the changing landscape and synthesized one of the best explanations – it has an on / off switch. It must be in the off position. Most telling though from the exchange came the mumbling from the rejected patron who mentioned how they didn’t have to do it on another flight.

It doesn’t take much to make a seemingly unrelated incident on an airplane a parable about our industry. All we have to do is replace the airline with an inventory source, the flight attendant with someone approving creative, the flier with one wanting to advertise, and the electronics manufacturer with some continuity program to see how the interplay goes in our world. For the most part most mainstream inventory sources have the same restrictions, but it takes a while before all parties operate on the same page and have shared knowledge. For a flight, most people ultimately comply even if illogical because of either the peer pressure or the willingness to abide by a rule if it means potentially better safety. When it comes to making money though, all bets are off, and the same people who insist on keeping their iPods on are the same ones who know that they can craft certain campaigns and leverage an all around ignorance (from the inventory supplier to the end user). Most interesting to us is that this game plays itself out in so many other areas, but not as many offer such a unique chance for people to go from clicks to riches.