When devices connect to the internet, and to widgets, you can get some pretty interesting personalisation. For instance, the new Nike-iPod relationship means that you can “connect” your running times from your shoes, to your iPod, and then examine your data for performance. If you take it that 97% of all music players are iPods, and that, lets say, 30% of all running shoes are Nike… that’s a pretty big data field. Now if this data tells us (perhaps through a widget that we post on our mySpace account) that Paul is hitting targets but has a potential high blood pressure issue, that is interesting advertising information. If you make gym equipment, or personal fitness equipment, or if you provide personal fitness services, ask yourself “how will I get and share the data to create value”…..
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