Apple’s iPad Pro launch in Brooklyn is about providing a refresh for fans of the tablet as well as the Mac, but there is a bigger picture worth noting. Apple needs an updated iPad Pro to drive enterprise adoption and ensure its iOS ecosystem continues to be the go-to mobile platform for business.
Sure, the iPad Pro is likely to have more screen and less bezel. There will also be options for keyboards and multi-tasking will be easier. Toss in Apple Pencil and the iPad Pro may be able to lure creative pros. Adobe’s move to preview “full Photoshop” for the iPad with availability in 2019 certainly won’t hurt.
However, the importance of the iPad Pro refresh launch isn’t necessarily about some big-bang upgrade cycle. The iPad Pro–a quasi laptop experience for some–is about keeping enterprises interested in the ecosystem. Apple has been slower with its Mac and iPad hardware upgrades relative to the iPhone. But if Apple wants to keep business pros interested it needs some real meat and potatoes–especially when you consider the competition from Microsoft Surface and its alternatives.
The iPad Pro launch fits the bill. If anything the new iPad Pro is likely to keep the enterprise ecosystem flywheel rolling.
Apple in the Enterprise: A Strategic Guide | Best Apple iPad Pro alternatives you can buy right now
Consider recent events:
- Adobe at its Max conference outlined how Photoshop CC updates will fully support the iPad. Adobe executives even noted that Photoshop was more natural on the iPad given its Apple Pencil and power. Clearly, Adobe has built Photoshop CC for the new iPad Pro.
- At the Jamf User Nation Conference, IBM CIO Fletcher Previn announced that his company will open source its Mac@IBM enrollment app. IBM has invested for three years on deploying the macOS in its company. In 2015, there were 30,000 IBM employees using Macs. In 2018, that IBM Mac user base is 134,000. IBM also took the lessons from the Mac@IBM program and used it for its PC deployments at the company.
- Jamf said SAP will use Jamf Pro to manage its Apple devices as one ecosystem. SAP has 17,000 Macs, 83,000 iOS devices and 170 Apple TVs in the field.
- Microsoft will connect its Microsoft Enterprise Mobility _ Security platform with Jamf Pro to enable users to log into a new Mac with Microsoft Azure Active Directory credential.
- Salesforce is the latest enterprise giant to partner with Apple on optimizing apps for iOS. Salesforce joins Cisco, Accenture, SAP and IBM. as enterprise partners.
With that backdrop it seems obvious that the iPad Pro launch with a few Mac updates isn’t about the tech press, consumer buzz or influencer relations. These hardware launches are all about keeping the enterprise gravy train going.
Twitter tests new e-commerce features for tweets – TechCrunch
Twitter confirmed it’s testing a new way to display tweets that link out to e-commerce product pages — like products on a Shopify store, for example. With a new Twitter card format, the company is experimenting with tweets that include a big “Shop” button and integrate product details directly into the tweet itself, including the product name, shop name, and product pricing.
The experiment was spotted by social media consultant Matt Navarra who tweeted out screenshots of the new experience. The original poster, based in Qatar, had seen the experiment on an Android device, he tells TechCrunch.
While these tweets would work well as ads, Twitter confirmed to us the tweet is an example of a new treatment for “organic” tweets focused on e-commerce.
This format could potentially come into play as part of Twitter’s larger push to become a creator platform, with its recently announced plans for a “Super Follow” subscription. The new product will allow Twitter users to follow a particular account for subscriber-only perks like newsletters, exclusive content, a supporter badge, and other deals and discounts. A more “shoppable” tweet format could allow these creators to direct their fans to products and merchandise, perhaps.
Twitter also briefly touched on its plans for future investments in e-commerce during its Investor Day last week, but not in great detail.
“We’re…starting to explore ways to better support commerce on Twitter,” said Twitter Revenue Lead, Bruce Falck, during the event.
“We know people come to Twitter to interact with brands and discuss their favorite products. In fact, you may have even noticed some businesses already developing creative ways to enable sales on our platform,” he explained.
“This demand gives us confidence in the power of combining real-time conversation with an engaged and intentional audience. Imagine easily discovering, and quickly purchasing a new skincare product or trendy sneaker from a brand you follow with only a few clicks,” Falck added.
But he cautioned investors that while Twitter was “excited about the potential of commerce,” it was still something that’s in “very early exploration.”
The idea that Twitter could become more of discovery network for e-commerce products is an interesting one — especially given the growth in the social commerce sector in recent months. This includes increased investment from Facebook into shopping features across Facebook, Instagram and WhatsApp, as well as the growing attention being paid to video-based shopping.
The latter has been particularly popular, in terms of both live streamed product demos and pre-recorded short-form videos, like those on TikTok.
Shopify, for instance, partnered with TikTok on social commerce last fall. And Walmart — a suitor for TikTok’s potential U.S. spin-out (which is now on hold) — ran its own live-streamed shopping event on the video app over the holidays. A number of video shopping startups have been taking on funding in recent months, too.
Twitter, meanwhile, may have dialed down its video ambitions over the years with the closure of Vine and now, Periscope, but it’s not without tools to make shopping more interesting on its platform, if it chose to do so. It still has integrated tools for posting photos, videos and even live video content. Combined with a Twitter Card that includes pricing and a big “Shop” button, people’s tweets could drive sales.
Or, in other words, a Twitter Card that points you directly to a product page could be just the start of what’s to come.
In fact, Twitter itself says it has a number of plans for social commerce.
“This is the first of many experiments in the commerce space and we will enrich the experience as we learn more,” a spokesperson said.
Facebook can save itself by becoming a B Corporation – TechCrunch
As Facebook confronts outrage among its employees and the public for mishandling multiple decisions about its role in shaping public discourse, it is becoming clear that it cannot solve its conundrums without a major change in its business model. And a new model is readily available: for-benefit status.
For decades, a misguided ideology has warped companies, economies and societies: that the sole purpose of corporations is to maximize short-term returns to one set of stakeholders — those who have bought shares. Neither law nor history requires this to be true.
But shareholder value-maximization ideology has become cemented in far too much corporate practice at the expense of societal well-being. This is manifested in many ways: a slavish adherence to the judgment of the “market,” even when other social signals are more powerful; executives enriched by stock options; companies fearful of “activist investors” who attack whenever stock prices fail to meet quarterly “expectations” and often-frivolous shareholder lawsuits pushing for stock gains at all costs.
The pandemic, however, has accelerated an already-spreading recognition that shareholder value maximization is often a harmful choice — not by any means a moral imperative or even a fiduciary responsibility.
Major institutions of capitalism are converging on a new vision for it. The 2019 Business Roundtable CEO statement said that corporate strategy should benefit all stakeholders – including shareholders, yes, but equally customers, employees, suppliers, and the communities in which companies operate. BlackRock CEO Larry Fink’s recent annual letters assert new views of how that investment company, the world’s largest, should invest the trillions it oversees.
Fink’s 2019 letter spelled out a new vision for corporate purpose; the subsequent 2020 and 2021 letters focused on business’ responsibility around climate change, particularly in light of the pandemic. The B Corporation and conscious capitalism movements are growing. The World Economic Forum is championing a “Fourth Sector,” combining purpose with profit. Business schools, facing student rebellions against a purely profit-maximizing curriculum, are rapidly changing what they teach.
And with society under siege, many more businesses, including social media, are scrambling to seem like good corporate citizens. They have no choice.
Facebook, for example, has doubled down on philanthropy and new efforts to combat misinformation, even as usage and share price soar. Platforms like WhatsApp (owned by Facebook) have become essential services to connect people whose physical ties have been abruptly severed during the global pandemic. Shelter-in-place has become, in many ways, shelter-in-Facebook-properties.
But Facebook and its brethren remain fragile. Since the 2016 presidential election in the U.S., Facebook has faced governmental hearings and regulation, public uproar (#deleteFacebook), and huge fines for invading privacy and undermining democracy. These calls were amplified in the weeks following the January 6 Capitol riot. Separately, it faces allegations of bias, largely (though not entirely) from the political right. These have led to calls for the revocation or reform of Section 230 of the Communications Decency Act, which grants it immunity from the actions of its users.
A giant company that is simultaneously essential and pilloried is vulnerable. Just ask the ghosts of John D. Rockefeller and his fellow robber barons, whose huge monopolies industrialized America more than 100 years ago. Journalistic muckrakers and public outrage targeted them for their abusive practices until the government finally broke up their companies via antitrust legislation.
Because Mark Zuckerberg maintains complete majority control of Facebook, he could unilaterally quell public opprobrium and fend off heavy-handed regulation singlehandedly by transforming Facebook into a new kind of business: a for-benefit corporation.
Under the Public Benefit Corporation legal model, firms bind themselves to a public benefit mission statement and carry out required ongoing reporting on both the standard financials and on how the company is living up to its mission. That status protects the company against profit-demanding shareholder lawsuits, and also attracts employees and investors who want to combine profit with purpose.
Data.world is one of the thousands of certified B Corporations that have seen good returns on financial metrics. Allbirds, for example, launched in a few sustainable materials using a pro-sustainability process to manufacture comfortable shoes, quickly reaching revenues of $100 million and valuation of $1.7 billion in an industry fraught with sustainability and human rights concerns. Other household names that are B Corps include The Body Shop, Coursera, Danone, the Jamie Oliver Group, King Arthur Flour, Numi Tea and Patagonia.
Many companies that have not undergone formal B Certification from B Labs have nonetheless done well while transforming their business practices, such as the carpet and flooring company Interface. Some firms incorporate ESG principles into their management systems – the $24 billion (market cap) Dutch life sciences company DSM has for years had meaningful sustainability targets for its senior management that account for fully 50 percent of their annual bonuses. Both Interface and DSM attribute much of their commercial success to their attention to non-financial considerations.
A for-benefit Facebook could similarly relate to the world differently, avoiding many of the reputational shocks and regulatory responses that have led to huge stock dips and enormous fines. Its operations would align with Zuckerberg’s proclaimed purpose to enable the potential abundance that results from connecting everyone in the world.
Imagine a Facebook town hall as a true public square, not just another way to gather and sell people’s data without their explicit consent. Imagine a Facebook that put its users first and its advertisers second; that revealed where ads came from; that earned your attention in a way that you controlled rather than through machine-driven algorithms maximizing your attention for good or ill. Such a for-benefit Facebook could create true buy-in and transparency with its massive community around the world.
Of course, such steps as Facebook’s new Oversight Board, which may provide some meaningful review, don’t require a legal change. But if shareholders and employees continue to be rewarded primarily by the success of the problematic ad revenue model, a continuing conflict between private gain and public benefit makes it impossible to have confidence about what is happening behind the scenes. A shift to for-benefit incorporation and appropriate certification brings with it different performance metrics and accountability systems with public scores.
In changing Facebook into a for-benefit corporation, Zuckerberg could insulate himself against presidential rage while rehabilitating his reputation — and his company’s. It would likely create vast ripples both in Silicon Valley and beyond — and it might help transform capitalism itself.
TikTok calls in outside help with content moderation in Europe – TechCrunch
TikTok is bringing in external experts in Europe in fields such as child safety, young people’s mental health and extremism to form a Safety Advisory Council to help it with content moderation in the region.
The move, announced today, follows an emergency intervention by Italy’s data protection authority in January — which ordered TikTok to block users it cannot age verify after the death of a girl who was reported by local media to have died of asphyxiation as a result of participating in a black out challenge on the video sharing platform.
The social media platform has also been targeted by a series of coordinated complaints by EU consumer protection agencies, which put out two reports last month detailing a number of alleged breaches of the bloc’s consumer protection and privacy rules — including child safety-specific concerns.
“We are always reviewing our existing features and policies, and innovating to take bold new measures to prioritise safety,” TikTok writes today, putting a positive spin on needing to improve safety on its platform in the region.
“The Council will bring together leaders from academia and civil society from all around Europe. Each member brings a different, fresh perspective on the challenges we face and members will provide subject matter expertise as they advise on our content moderation policies and practices. Not only will they support us in developing forward-looking policies that address the challenges we face today, they will also help us to identify emerging issues that affect TikTok and our community in the future.”
It’s not the first such advisory body TikTok has launched. A year ago it announced a US Safety Advisory Council, after coming under scrutiny from US lawmakers concerned about the spread of election disinformation and wider data security issues, including accusations the Chinese-owned app was engaging in censorship at the behest of the Chinese government.
But the initial appointees to TikTok’s European content moderation advisory body suggest its regional focus is more firmly on child safety/young people’s mental health and extremism and hate speech, reflecting some of the main areas where it’s come under the most scrutiny from European lawmakers, regulators and civil society so far.
TikTok has appointed nine individuals to its European Council (listed here) — initially bringing in external expertise in anti-bullying, youth mental health and digital parenting; online child sexual exploitation/abuse; extremism and deradicalization; anti-bias/discrimination and hate crimes — a cohort it says it will expand as it adds more members to the body (“from more countries and different areas of expertise to support us in the future”).
TikTok is also likely to have an eye on new pan-EU regulation that’s coming down the pipe for platforms operating in the region.
EU lawmakers recently put forward a legislative proposal that aims to dial up accountability for digital service providers over the content they push and monetize. The Digital Services Act, which is currently in draft, going through the bloc’s co-legislative process, will regulate how a wide range of platforms must act to remove explicitly illegal content (such as hate speech and child sexual exploitation).
The Commission’s DSA proposal avoided setting specific rules for platforms to tackle a broader array of harms — such as issues like youth mental health — which, by contrast, the UK is proposing to address in its plan to regulate social media (aka the Online Safety bill). However the planned legislation is intended to drive accountability around digital services in a variety of ways.
For example, it contains provisions that would require larger platforms — a category TikTok would most likely fall into — to provide data to external researchers so they can study the societal impacts of services. It’s not hard to imagine that provision leading to some head-turning (independent) research into the mental health impacts of attention-grabbing services. So the prospect is platforms’ own data could end up translating into negative PR for their services — i.e. if they’re shown to be failing to create a safe environment for users.
Ahead of that oversight regime coming in, platforms have increased incentive to up their outreach to civil society in Europe so they’re in a better position to skate to where the puck is headed.
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