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Tuesday, 29 September 2009 08:48

The 'I's have it

It used to be so cool to put the letter I in front of an existing name and make it "hip and happening."  Yeah, about five years ago!

In the beginning, the coolest names started with an 'E.'  We had eCash, eCommerce, eWallets etc.  Implied, but rarely stated this was meant to suggest some kind of electronic version of the old-world term.

The digerati moved on.

Next we had the letter 'I.'  Who hasn't heard of an iPod, iRiver or an iPhone.  Again, the prefix implied something new and wonderful in the Internet age.

Readers are welcome, at this point, to insert any other devices or concepts with their own 'E' or 'I' that fit the same mould.

'Devices or concepts.'  That's the key here.  The prefix letters suggest technological improvement with credence in the digital age.

We also have versioning, who buys a product with v1.0 after its name?  If it's V2.0 it MUST be better, right?

So, when Kraft boldly went where no lunch spread had gone before and used their time during the recent AFL Grand Final to tell us the new version was to be called iSnack 2.0, we all said hey wow, you've ticked all the boxes... and understood none of them.

Yes, I realise I'm helping to spread the word (or is that spread the spread) by talking about the whole campaign, maybe it will work in their favour.  Probably not.

But, as I sit and write, the words from the iconic men at Work song keep swirling in my head: "she just smiled and gave me a (Vegemite / iSnack 2.0) sandwich." 

The song's writers Colin Hay and Pete Ham must be cringing and hiding under a blanket in their metaphorical Kombi.

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David Heath

David Heath has had a long and varied career in the IT industry having worked as a Pre-sales Network Engineer (remember Novell NetWare?), General Manager of IT&T for the TV Shopping Network, as a Technical manager in the Biometrics industry, and as a Technical Trainer and Instructional Designer in the industrial control sector. In all aspects, security has been a driving focus. Throughout his career, David has sought to inform and educate people and has done that through his writings and in more formal educational environments.

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