To:       Charlie Collier, President & General Manager, AMC

Cc:       Mac McKean, Senior Vice President of AMC Digital

From:   Becca McGovern, Strategic Planning Committee

Re:       Jack Myers’ Hooked Up

Hooked  Up is a survey of what author Jack Myers hints is the “Next Great Generation” — the group of individuals born between 1991 and 1995 (before and after the introduction of the Internet browser in ’93) who are going to have a profound effect on the world to come. And AMC needs to figure out how to cater to this generation, precisely because of this profound influence Myers predicts this subset of individuals will have. Continue reading →

TO:                  Mark A. Cooblitz, Senior VP of Strategic Planning, Comcast

FROM:             Nicholas Pulis, Strategic Planning Team

RE:                  Hooked Up Implications for Comcast’s Future

DATE:              March 17, 2013

Hooked Up is a book that takes a futuristic look on society while providing crucial information to reel in the current generation of young people, our future consumers. Jack Myers does an outstanding job in describing the trends, likes, and dislikes of the new and upcoming generation of consumers. This new generation, branded as Internet Pioneers, will likely determine the future of our company and its success in the entertainment business. That being said, the information below reviews Myers’ take on the Internet Pioneers, and just how they are affecting the media industry. Continue reading →

Memorandum

To: Brian L. Roberts, Chairman and CEO, Comcast Corporation

From: Ben Levy, Strategic Planning Committee

Subject: Hooked Up, by Jack Myers

Jack Myers, in his book, Hooked Up, makes his case for the development and importance of the Y Generation, or what he refers to as the “Internet Pioneers.” The Internet Pioneers includes people born between the years of 1991-1995.  In this memorandum, I intend on exploring the views of Myers and applying them to the Comcast Corporation to help our business adapt and be ready for the future that is looming ahead.  Myers focuses primarily on the development of the internet, apps, and social media in his book as the forces that are driving the Internet Pioneers towards the future of businesses and moving away from the business model of the traditional media conglomerates.  Comcast needs to understand the shift towards mobile and social media on all platforms because it will change the society as a whole and the consumption of content.

Jack Myers is the Chairman of Media Advisory Group and speaks internationally on the impact that new technologies have on society, culture, and business. Continue reading →

To:                    Richard Plepler, CEO Home Box Office

From:                Susana Benaim, Strategic Planning Committee

Subject:            Hooked Up, by Jack Myers

Jack Myers is the chairman of Media Advisory Group – an enterprise that advises and also invests in companies that in some way advance and support the media and the advertising business. He writes a weekly business report and a blog called MediaBizBloggers. Myers’ book, Hooked Up, provides predictions for the future in regard to a specific generation – the  “Internet Pioneers.” This is the group born between 1991 and 1995. The Internet Pioneers grew up in the world of Internet, always being connected, and constant instant gratification. Myers touches upon a variety of subjects inherent to Internet Pioneers such as their progressive views on relationships, their social-political activism on the web, and how their television habits from their youth that echoes in their personalities. For HBO’s interests, the book sheds light on three generational behaviors and trends that might affect the future of the premium-cable and the media at large: interactivity and two-screen activities, digital marketing, and consumer control for their variety of tastes. Continue reading →

Memo

To:                  Julie Morris

From:             Logan Kriete

Date:               16 March 2013

Subject:          “Hooked Up” and Implications for Netflix’s Future

The central conceit of Myers’ Hooked Up is one that we need to take very seriously when moving forward: the current generation of “Internet Pioneers” cannot be ignored. Their values, motivations, beliefs, fears, and desires are instrumental to our success, especially when we consider the fact that the largest age group of our subscribers falls into their category, with no kids, majority female, and most at least a bachelor’s degree if not master’s. You may find it odd than I’m singling out those particular demographic characteristics, but don’t take it from me: these are qualities Myers hones in on when describing the specifics associated with Internet Pioneers. As strategists, we have already recognized the value of creating our own original content; now, we need to realize the importance of engaging this group of consumers. Continue reading →

To: Jeffrey Katzenberg, (CEO of DreamWorks Animation)

From: Jingjing Huang

Re: Hooked-Up Review

Hooked Up, a really good and functional book for entrepreneurs, who take young people as their target consumers, at the same time, who are waiting for young talents to join them as new blood so that their corporations can make big through in the following challenges. Luckily, DreamWorks is one of this kind of companies. Hooked Up provides you a chance to get a better and further understanding of our consumers and future staffs in a very throughout perspective. Continue reading →

To:   Com Frontiers Strategists

From:  Larry Elin

Subject:  TRF 483/683 Book Reviews

Your book reviews are always addressed to a particular person at a particular company, in the form of a memo.  Imagine that you work for this person, and he or she has tasked you with reading a certain book, and reporting on whether or not there is something there that he/she should know.  For example, you may be asked to read a book by a futurist about the future of copyright, for your boss, Shoshana Cohen, a producer at Smithsonian Channel. Continue reading →