Even though 4G ad campaigns are touting faster speeds, 4G will not be “mass market” ready until the next few years. So why worry about it now? Because now is your only chance to take the high ground before the 4G tidal wave hits shore.

4G, the next evolution of wireless infrastructure, will offer ultra-broadband (gigabit) speeds (about 10 times faster than 3G). It’s important to note, that beyond being a mobile technology, 4G will be IP-friendly. The long-term vision shared by industry, academics and policy makers alike is that 4G will enable ubiquitous computing. This means that your home networking hub will talk to your TV, to your phone, to your gaming console, to your household appliances, even to your plants. While some of this is already happening, 4G will simply bring it to scale.

So how do we prepare for a world where everything is connected and bolted to the internet? We take the high ground, which is and will continue to be meaningful data. Consumers crave it. They can’t get enough of it. And judging from movements like Operation Chokehold, they’re willing to fight for it. So fight with them. Give your audience now the kind of data that entertains or provides utility. Help them choke up their 3G network; make your brand be part of today’s bandwidth problem.

The problem with 3G networks is that they are sagging under consumer demand for data. Take AT&T, for example, the first carrier of the iPhone. Analysis of AT&T’s data growth reveals that iPhone users, compared to “other cellphone users”, spend 25% less time ‘talking’ and 21% more time accessing music, games and the internet at large. This behavioral change caused AT&T to endure massive growing pains, a whopping 4,932 percent data growth in just the past three years.

While not everyone has an iPhone today, most soon will. By 2013 over 1 billion people will have smartphones which means that one billion people will be spend more time consuming data. Remember the school of thought that consumers would spend less time watching TV and more time watching video online? Studies have proven that we actually just consumed more video content overall. The same will likely ring true for the mobile internet when it overtakes the desktop internet by 2013. Regardless of device, we’ll stream more music, play more real-time games and spend more time social networking. But most of all, we’ll inhale video likes it air. Cisco predicts that by 2013, video will account for 90% of all consumer IP traffic and 64% of total mobile IP traffic.

So while those in the media debate 4G’s speed or lack thereof initially, let them squabble. Take 4G seriously now, pump out meaningful data online and make it accessible to a range of devices. Take the high ground while you have a chance, because by 2013 4G will be mass market ready. The only question is, will you? See you on the high ground…

#theTrendWatch

A wonderful app called AUG just won the Greener Gadgets 2010 Design Competition (and it’s not even a gadget).

AUG, short for augmented living goods program, is a concept that encourages the localization of living goods (produce, meats and dairy).

Want to geo-locate the producer and see how far the product has come to get where you are standing? AUG it. Want to find out if a product is currently in season? AUG it.

What’s unique about AUG is how it simplifies the locavore lifestyle. In the grand scheme of things, however, AUG, like the Good Guide, fits into the responsibility revolution that is forcing the next evolution of business.

Post inspiration: Treehugger

Google and Russian Railways have created a unique and lovely partnership. It’s now possible to travel the infamous Trans Siberian railroad from the comfort of Google Maps.

Embedded right into the map, you can watch YouTube videos from the perspective of the train. And while you’re cruising along you can choose the sound of the train, a classic Russian audiobook or local radio stations depending on your mood. Feeling a bit clausterphobic? Then hop off and let DJ Yelena Abitayeva be your virtual guide of storied spots along the way.

Fan or no fan of Trans Siberian travel, the multi-platform portal is pretty phenomenal and the possibilities for brands are seemingly endless. Take your favorite coffee brand, for example. Imagine visiting the fields where the coffee beans are sourced; imagine gaining an appreciation for the culture and people who put their heart and soul into your daily cup. While certainly not for every brand, Google could offer a unique way to put many compelling, location-based product stories on the map.

We’ve all done it. We’ve worried about which profile pic to upload and show the world. So what makes us decide between the pic that shows off a little boob and the pic that features a furry friend?

Up until now, most of us have relied on instincts to decide what’s hot and what’s not. But can we trust our instincts? Are the profile pics we’re using working hardest for us?

According to OKcupid, the self-proclaimed world’s best dating site, “much of the conventional wisdom about profile pictures has been wrong.”

So what works? What will get potential mates, customers, etc. to not only check out our profiles, but to start a conversation with us?

If your profile is female:
- The ‘Myspace Shot’, “taken by holding a camera above your head and being just so darn coy” is the single most effective photo context, better than ‘straight up boobs’, ‘on the bed’ and definitely better than ‘posing with an animal’.
- ‘The Cleavage Shot’ is very successful, drawing 49% more contacts than average.
- Although ‘The Cleavage Shot’ will yield more contacts, a pic that shows you ‘Doing Something Interesting’ is more likely to lead to an actual conversation.

If your profile is male:
- The photo context ‘posing with an animal’ is just as effective as ‘showing off muscles’; surprisingly the aforementioned photo contexts are the most effective (much more potent than the ‘travel photo’ that I’ve been using on Facebook).
- It’s better to look away from the camera and not smile. As OKcupid points out, “maybe women want a little mystery. What is he looking at? Slashdot? Or Engadget?”
- ‘No shirt’ is much more effective than wearing clothes. However, if you’re shy about showing off the 6-pack, or you drink too many 6 packs to go shirtless, it’s better to wear normal clothes than fancy ones.

Now before you rush off to change any profile pics, take a moment and consider the larger brand lesson that Okcupid is offering. If you have some data, flaunt it. Because the data you reveal just might attract more eyeballs than the most carefully crafted image.

P.S. for more analysis on profile pics, visit OKcupid’s blog.