People are changing their Web habits as they become more comfortable with personal handheld media devices. Systems such as iPhones, iPads and Blackberry and Android phones are becoming the preferred interfaces with the Web instead of desktop or laptop computers. This trend is changing the way that people manage their lives, and marketers are moving to take advantage of it. In the MILCOM 2010 Wednesday keynote panel, Steve Yankovich, vice president, Mobile & PBS Group, eBay, related that his company is seeing rapid growth in its mobile business and is bridging the gap between online and mobile shopping. The company does not offer its entire menu in the mobile realm, but instead it tailors services to the mobile user who is away from his or her computer. "A huge paradigm shift is happening as people engage the small screen more than they do their computer," Yankovich declared. "It has transformed eBay." A key to exploiting this trend is to determine who and where the user is and to ascertain what that person is going to do. Determining intention is a valuable step in marketing to mobile devices, he noted. Yankovich offered that cameras on mobile devices are changing the way we live, and marketers are noticing that. Some day, a person will see a consumer item that they want worn or carried by another person on the street-a watch, some clothing or an accessory, for example. The first person will take a picture of the item with their mobile device; software will analyze the pixels and identify the item; and the handheld then will tell its user where it can purchase the item, either at the best price or at the nearest location.
In addition to generating huge amounts of information for the infosphere, social media are providing clues to behavior that analysts are tapping for marketing predictions. Seemingly innocuous behavior is revealing valuable information about group and individual behavior. Bernardo Huberman, senior fellow and director, Social Computing Lab, HP Labs, told the MILCOM 2010 Wednesday keynote panel that experiments have shown how this data can predict marketing success. One test allowed experts to predict the box office revenues of movies before they opened, based on tweets about the movies. Ed Leonard, chief technology officer, DreamWorks Animation, added that he and his colleagues are able to predict precisely how a movie will fare over the next 10 years based on just a few hours of box office reports. Huberman described a concept known as sentiment analysis, in which looking at a piece of text can illuminate the opinion and positive or negative feeling of the writer. This exercise cost only a few dollars, he added. His company also developed a technology that allows a small group of 20 people to predict future events. This effort measure their risk attitudes, which has broad applications. In the retail market, their attitude may determine whether people are likely to buy a laptop or not. Russ Daniels, vice president and chief technology officer, cloud services strategy, Hewlett-Packard Company, described how just knowing locations-geolocation data is being revealed by more devices and applications-can reveal patterns of behavior. Knowing the location of actions over time allows a user to understand intent. By capturing data such as where people are hailing taxis in a city in a given time frame, marketers can offer services tailored to that activity.
Data Link Solutions (DLS), a joint venture between Rockwell Collins and BAE Systems, has been awarded a $37 million contract from the U.S. Navy Space and Naval Warfare Systems Command to upgrade its Joint Tactical Information Distribution Systems (JTIDS) radio terminals. JTIDS terminals provide jam-resistant digital communication of data and voice for command and control, navigation, relative positioning and identification. DLS will incorporate cryptographic modernization and frequency remapping upgrades into fielded JTIDS Class 2 terminals. The four-year program will provide operation, maintenance and sustainment for the projected service life of the JTIDS terminals through the year 2035 by adding product improvements that will allow JTIDS platforms to continue to participate in the Link 16 network, the tactical data link network used by NATO and coalition forces that allows aircraft, ships and ground forces to share a tactical picture in near-real time.
Integral Systems Incorporated recently announced that it has been awarded a contract by the U.S. Strategic Command to provide worldwide interference geolocation services. Under the terms of the contract, the company will provide U.S. Cyber Command, a sub-unified command, with commercial satellite geolocation services. The geolocation services contract provides Cyber Command's Global Satellite Communications Support Center at Peterson Air Force Base, Colorado, access to actionable information via Integral's global network of advanced digital signal processing monitoring sensors, geolocation systems and tri-band (C-, X- and Ku-band) antennas.
Autonomic Resources recently announced that it has been awarded one of the General Services Administration's first blanket purchase agreements for the first government-wide contract for cloud computing. Under this agreement, Autonomic Resources will offer public cloud services to provide U.S. government customers with simplified computing power, storage, and networking infrastructure that can be acquired and utilized on-demand, all from certified data centers with enhanced multi-factor authentication access. Autonomic Resources is one of only a few vendors to have met the technical requirements necessary to be awarded a GSA contract for cloud computing.
L-3 Services Incorporated, Mount Laurel, New Jersey, is being awarded a $17 million contract for critical engineering and technical services in support of the Naval Air Warfare Center Aircraft Division's Special Communications Requirements Division. Services will support legacy, current and next-generation telecommunication and related system requirements for various Navy, Army, Air Force, special operations forces, and other agencies. The Naval Air Warfare Center Aircraft Division, Patuxent River, Maryland, is the contracting activity.
Northrop Grumman Space and Missions Systems Corporation, San Jose, California, recently received two MQ-9 Reaper awards. The first is a contract valued at more than $23 million, which provides for the design and build of a pod-mounted prototype for the MQ-9 platform. The second is a contract modification, for which more than $5 million has been obligated. Under the modification, Northrop Grumman will provide for a prototype sensor for the MQ-9 installed in a pod to support a limited flight demonstration of the Airborne Signals Intelligence Payload-2 functionally. The contractor shall support the General Atomics effort to certify the pod for airworthiness on the MQ-9. Aeronautical Systems Center, Wright-Patterson Air Force Base, Ohio, is the contracting activity.
APSCO Incorporated, Columbia City, Indiana, is being awarded a nearly $27 million contract modification for 4,999 AN/SSQ-101A sonobuoys in support of Navy antisubmarine forces for the mission of detection, classification and localization of adversary submarines during peacetime and combat operations. The Naval Air Warfare Center Aircraft Division, Patuxent River, Maryland, is the contracting activity.