In Conclusion
The technologies and media we've highlighted in this chapter have not seen widespread usage—yet. Something Massive Chief Creative Strategist Adam Broitman and 360i Vice President of Emerging Media David Berkowitz both caution about regarding the challenges associated with changing consumer behavior, specifically, getting consumers to adopt new and often unproven technologies. Similarly, both see Apple as a potential game-changer in this regard.
Says David, “Apple is a wildcard with anything it does. Apple could endorse Bluetooth or NFC, reinvigorate SMS or pink unicorn stickers, and it could change consumer behavior nearly instantly. Apple is just about the only company that can consistently change consumer behavior. Because of ...
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