Three Minds On Digital Marketing @ Organic

Editor's Note: Congratulations to Jonathan Cohen on the birth of his daughter

In the past few years, numerous businesses have popped up offering innumerable products and services for the Internet catering to the business traveling set. As a pretty frequent business traveler, I have benefited from services like GoGo inflight wireless as well as Wi-Fi from a variety of providers inside airports. I can buy books via wireless, check my Facebook profile, send emails and even watch videos on YouTube via my iPhone. And I do, frequently!

The problem is such constant Internet connection inevitably leads to the need for electricty, and as most computer and wireless device users know, there's never enough. You might be able to access Wi-Fi on Virgin America, Delta or American (not everywhere), but you'll probably have a great challenge with a drained battery.

In fairness, Virgin offers 110V outlets - 2 per row of 3 seats - but if you're last to break out your device, you have to delicately ask to "power share". At most airports, it's often a struggle to find power (though I must give kudos to US Air at LaGuardia, which has power stations at each bank of seats); in other airports, I've seen countless travelers sitting on the ground, connected to an outlet most likely placed to power cleaning machinery. This is not particularly convenient, even if you're fortunate enough to spot a free one.

Having spent 3 days at the hospital after my daughter was born, I was struck by how such a great hospital (NYU - amazing doctors and nurses!) lacked outlets in patient recovery rooms. I have been in ICU units where the use of wireless devices are prohibited, but not in a maternity ward, where moms and dads are constantly connected via mobile phones and email devices. I was able to find an outlet next to the area which piped oxygen to patients in need. [Again, I know this is low priority to having the best in healthcare.]

There are other examples where access to power is lacking and definitely more in demand: restaurants, coffee shops, etc. where one might want to connect.

Nice observation, strategy guy. So now what?

I think that there is an as-yet unmet opportunity for individual businesses, electricity utility companies and maybe these Wi-Fi businesses to partner to develop an offering that will undoubtedly be an ever-increasing consumer need. The demand for broadband access might be unquenchable, but knowing that devices will have finite power and require an electric umbilical cord, I believe there is an amazing opportunity to develop an offering. I'd first work on business travelers whose livelihoods often depend on connectivity while on the road.

Jonathan Cohen