Last September, I attended the annual National Association of Black Owned Broadcasters (NABOB) conference in Washington, DC. The keynote speaker at the luncheon was Neil Golden, senior vice-president and chief marketing officer for McDonald’s USA. During his speech, he shared an important observation. McDonald’s had determined in its marketing research that minority consumers enjoyed games of chance while white consumers enjoyed games of strategy. Mr. Golden’s point in sharing this information was to explain the success of some of its urban promotions including its popular scratch off games.
I think this view can be applied, to a very limited extent, to how we as minorities view the use of technology. From computers to cell phones, to high speed connections, these technologies were introduced to make work more efficient and profitable. Their entertainment value would come later as they were offered to the masses. While I wouldn’t describe technology’s use by the mass consumer market as chance, the early use was strategic.
I’m also suspect of a recent description of minorities as the demographic that makes technology popular. This was the premise of a recent article in NewsOne by Johan Thomas. Mr. Thomas set out to describe why blacks make technology popular. His rationale was that we adopted technology such as pagers as social tools, turning them into fashion accessories, and experimented with them while innovating their use and looks.
I believe that we popularize new technology that is affordable; I’d dare say technology that supports cheap entertainment. We won’t take a chance on broadband because, while it can be used to deliver entertainment, that delivery system is far from cheap. Yet we see all around us the application of broadband technology to productive use.
Just look at your online media companies in which I would include Facebook and Google. Look at how other going concerns use broadband for research and transmitting data. We have to ask ourselves are we taking a chance missing out on profit and employment by not being strategic in how we get broadband into more hands and how we become more effective with it.