We recently picked up a Netbook — a very small, durable, lightweight laptop that runs on Linux, contains a solid state hard drive and can double as a Frisbee on a warm day. OK well that last part isn’t true, but after clicking around the Web for a few minutes we began to think about the changes these small devices will force on the industry. Take note, because these little units are giong to change things.
What’s A Netbook?
If you’re wondering why we’re talking about this, or thinking that Netbooks are unimportant, here’s a brief run-down of what’s been going on with these devices. In 2007 we all remember hearing about the guy who wanted to develop small laptops and sell them for $100 a piece to developing countries (1 Laptop per child). The durable, light, low-energy units would put the Web and simple word processing technology in children’s hands — and hopefully act as a catalyst to bring those countries up to speed (as the recipient generation reaches adulthood).
But the consumer goods market took notice too, and created a wave of demand that has yet to die down in America, Europe, Asia and other “wealthy” parts of the world. Asustek, first Netbook developer, sold out of the first 350,000 units in a matter of months. They landed in the laps of people like you who wanted to leave your “bulky” 17″ Macs or what have you at home. More than a year later, every major computer maker has rushed a $400 or less version of the same type to market (most recently the Sony Vaio P — which is much more pricey, but runs more like a standard laptop). Netbooks are here to stay — and as solid state (flash memory) becomes less expensive, it’s safe to say these devices will only grow in popularity. They may be the next iPod.
Advertising
There are a few implications for the industry anytime a new medium enters the field. Netbooks don’t belong to their own medium per se, but belong to a subsection of Web media portals (somewhere between a laptop and a Web capable mobile phone). They process more slowly, so flash banners won’t work as well. And their smaller screens will make the banners smaller in general.
Slow processing also means Web videos won’t play as well. Furthermore, in order to keep cost down on these machines, many use Linux and other free software. Windows Vista is an option, but it will suck up a lot of processing. What we’re saying is that the Netbook is not about excess; it’s the device for the green, economic consumer. Reaching consumers through this narrow portal will require tact.
AT&T and Verizon
Rumor has it that as soon as May of this year, AT&T and Verizon will be offering Netbooks in their stores. We’ve heard that for as little as $99, a person will be able to pick up a standard unit — contingent upon signing a two-year contract for broadband/wireless service. So not only will these babies be everywhere, but their owners will be using them outside the coffee shops and apartments they’ve been locked in. Capable of being used just about anywhere, the Netbook will modify not only how but where we are when we access the Web. And that’s something you should pay attention to.
FYI: R/GA, we’re told, is working on the launch of Verizon’s Netbook program.