Liverpool Girl Geeks: #BeTheBoss – Key Takeaways

Monday 3rd April, Love Thy Neighbour Cafe, Liverpool

When you rush from Chester to Liverpool via public transport, the event at which you end up had better be good. It had better be the best to justify the train fare and the taxi fare.

So it’s just as well that the Liverpool Girl Geeks excelled themselves once more with a panel of inspirational female success stories, who provided us with a plethora of valuable insights.

The panel

Liverpool Girl Geek Director and panel presenter Jo Morfee had certainly done her research, using her knowledge to elicit thoughtful responses to the issues we are all ruminating on as female professionals, consciously or otherwise.

The answers came from a diversity of leaders. Aine McGuire, the only one present who could be described as a founder of a business, set up data insights company Sensible Code, leaving a secure role in IT to step out into the wilderness of self-employment.

Dr Kate Black forged her way into the career road less-travelled, becoming the first female lecturer in her department at the School of Engineering, University of Liverpool.

Michelle Ford worked her way up to becoming Operations Director for design agency Uniform from an account management and design background, making a positive impact to the inner workings of this establishment for employees with families.

Finally, Deanne Walsh represented the world of IT recruitment as HR Manager for digital agency Mando, and thus lent her professional insights into the esoteric art of candidate selection.

It was refreshing to see that, rather than being an event to celebrate success that seems unattainable to the average female, and make us all feel down in the process (read: I did it, why can’t you?) it was a meeting of minds, where junior professionals could see a reflection of the future if only we can iron out some obvious disparity as a society. These women recognised that, as much as things have improved in the last fifty years, there is still work to be done.

I often attend events, feel rejuvenated by the wisdom I hear and then over the next few days my enthusiasm inevitably dissipates. To prevent this, I took some notes down and decided to record a few takeaways I can share with my forgetful future self (and anyone else who happens to be reading).

1. Some men our our keenest supporters, and some women aren’t

There are many men who want to help the cause of diversity and equality. Some of our panel had had male mentors who championed them in their journey, selflessly and without any agenda. Let’s remember that equality includes men too. I certainly wouldn’t want an all female society.

On the other hand, we know of successful women who have adopted male characteristics in order to shoot through the glass ceiling, only to leave the rest of us behind and not look back. Women should not behave this way. Instead of patting ourselves on the back for being the special ones once we get there, we still have a responsibility to remedy workplace imbalance and support women looking for that next step.

Sometimes women leaders can feel a sense of inadequacy when confronted with another talented female, yet those in managerial roles are encouraged to recruit people who are “better” than they are in order to create a strong team. (“Better” is in inverted commas, because no-one is better, just stronger in different areas – This opinion is my own!)

Workplaces should ensure interview panels have equal representation from men and women to avoid the “halo effect” when it comes to candidate selection. There was a consensus that recruiting a woman should be based on merit and not gender, so it’s a categoric no to positive discrimination.

2. Women can seem shy to take risks…

Men will apply for jobs if they feel they have a chance, even if they don’t fulfil all of the criteria listed on the job specification. Women, on the other hand, won’t push themselves forward if they do not tick all the boxes. If you feel you are ready for a change, you should just apply and something positive will always come from it, even if that positive is valuable feedback for the next job you go for.

3. …but it is not necessarily our fault

Girls are brought up with certain ideas of what constitutes female work and which roles are for men. Dr Kate Black recalled that even when a girl has decided to apply for undergraduate study in the school of engineering, parents are less than encouraging, fearing their little darlings will struggle in a male-dominated environment.

Certainly in IT, people have the impression that it is boring, all about numbers and code, and not people-centred, so will not require the softer skills associated with a more nurturing nature that women are supposed to possess.

With a shortage of publicly celebrated female role models in these male-dominated industries, it is hard to give girls diverse aspirations. As Aine McGuire succinctly expressed it: “If you don’t see it, you don’t want to be it.”

4. The jobs are waiting to be filled by women

According to Deanne Walsh, there are the jobs in IT waiting for women, but not enough women are applying. Perhaps they are not aware of this skills shortage, but that is good news if you do want to jump start your IT career. And the same goes for data science!

5. Get a mentor and a support network

Trying to establish yourself on a certain career path takes a lot of guts and determination, especially if, like me, you didn’t start off in your chosen area and your degree has absolutely nothing to do with IT or tech (or in my case, marketing!). It helps if there is someone in or outside of work to guide and support you, who can give you impartial advice and tell you you can!

Additionally, a network can give you reassurance and direction when it is not possible elsewhere. Plus, in my opinion, interacting with a number of people in your field can offer fresh insight, which stops you stagnating or sticking to what you know. Find the people who will challenge you and push you beyond your comfort zone. In my teaching days, I had a support network in the form of a Twitter “personal learning network”. This was a great chance to get instant feedback from other teachers situated all over the world. They shared many ideas and personal blogs on their classroom practice, which was often helpful and inspiring. So a network can be online as well as offline.

6. Look for managers you can work with

One of the panellists compared starting a new job to a marriage because “you want it to last.” There is the modern day adage: “People don’t leave jobs, they leave bosses,” so if you are looking for that dream job, research the company, check out the interviewers, but beyond that, it is essential you find out who you are going to be working with, and if he/she is the kind of person who will aid you in your career. This is really hard to do, so it makes sense to ask current employees. It shouldn’t be one-way; if potential managers are conducting social media investigations on you, then surely as the candidate, you should be applying your own.

7. Confidence is king!

Ultimately, managers, mentors and peers can only give you so much feedback. You have to “trust your gut” and “believe in yourself” if you are going to succeed in the area you care about. Someone very kindly shared this Amy Schumer quote on Linked In a few weeks ago and it rings true: “I say if I’m beautiful. I say if I’m strong. You will not determine my story – I will.” So be confident and begin creating your own story.

Of course, this is just a selection of the wonderful realisations I picked up at the Be The Boss event, and if you were there, other nuggets of advice may have resonated with you more. If that is the case, I would love to hear them, so please leave me a comment with your own talking points.

You’ve come to the end of the road… What to do when your emails are being ignored.

All relationships come to a natural conclusion. It’s time to say goodbye to those customers who aren’t engaging.

It is often tempting as an email marketer to continue to send your newsletters to as big a list as possible. If all your email recipients have opted in, then where is the harm in sending an email blast a few times a week?

And yet, if the people you are messaging are not engaging with your content, this can cause more harm than good to your email deliverability.

That is why email marketers should think hard about implementing a “Sunset Policy”.

What is a Sunset Policy?

A sunset policy is about adopting an approach of “preventative maintenance”. This involves removing recipients from your list who are no longer interacting with your email content as including them in your future email sends may impair deliverability as well as the general health of your email database.

What happens if I don’t implement a Sunset Policy? Can I just keep on sending?

In short, if you don’t clean up your email lists, the inbox providers will take care of this for you. This is a worst case scenario, but it is certain fate for your email list if you don’t maintain your contact database appropriately.

Continuing to email people who don’t want to receive your communications will result in one or both of these signs:

1) A high bounce rate

Not all bounces are equal. A soft bounce is not as serious as a hard bounce, which should be removed automatically by your email service provider. However, you need to consider applying limits to soft bounces, for example if an email soft bounces three times in a row over a short period of time, you ought to move the recipient to an unsubscribed list, and avoid including them in future marketing comms.

2) People marking your email as Spam.

This is the recipient’s way of complaining about the content of your email, so you need to pay careful attention to your spam statistics. Your content may be fantastic, but if you are targeting the wrong people (i.e. unengaged users) then this will come across as “spammy” content.

If too many recipients mark your email as spam, inbox providers will deliver all your emails to the junk folder across the board, and you won’t even get to see this in your analytics. This can affect transactional or service emails as well as promotional.

So, what about the less visible indicators of an unhealthy database?

1) Nothing happens – And no news is NOT good news

Most inconspicuous of all is that people just don’t do anything. They don’t open or click in your email, so the inbox provider simply delivers your futures sends directly into the spam folder. You won’t ever know about this, so you will just be left to wonder why your engagement stats are so low.

2) Without realising it, you start sending messages to spam traps

A spam trap is an email inbox that hasn’t been used for a long time, or an email inbox that has been set up to ascertain which email senders have unhealthy lists.

If you have been buying email lists (albeit from a supposedly reputable source where prospects are allegedly “opted in”) you may fall into these traps. Spam traps are monitored by inbox providers to detect spammers who adopt this behaviour. Even if you have the best intentions when purchasing contact details, it is not best practice and should be avoided.

Address this issue before it becomes a real issue by implementing your Sunset Policy.

You have decided you are never going to contact a recipient again because they have lost interest, and haven’t even bothered to open your re-engagement email with that nifty coupon code. What should you do? You could set up a “lapsed” segment to move these individual addresses into, and put in place measures to ensure these recipients are never targeted again.

The rules for determining who goes into this segment are up to you, but in essence, you will be excluding email contacts who have not opened, clicked or converted within a certain time frame, depending on how often you send emails out. Use your email open rates and click rates to guide you.

Conclusion

By developing a Sunset Policy, you are taking control of your deliverability instead of letting your company become a victim to spam filters. Don’t leave it to chance; make use of your ESP’s tools to maintain the health of your database and stay out of those pesky spam traps.

Favourite Emails

Introducing the first of my favourite emails! This is whee I check out exactly what has landed in my inbox and give it a window for appreciation right here on my very own blog!

Starting off with one of my absolute favourites – An email from Hotel Chocolat, who always succeeding in impressing me!

hotel-choc

 

So what do I love about this email? The imagery is always top of the range, with tantalising and highly indulgent snacks.

Everything is on brand, with high quality typography (always an essential) and the sophisticated bookend headers and footers. Plus it is offering my an early bird discount, how cool.

This could be more personalised, showing nearest store location as it does usually, but apart from that, this is a stylish and highly relevant email. Well done!

 

Resources for the Budding Email Designer

Wow, it’s already been days since I posted. I am still busy busy reading up on email, front end code and anything that looks fun.

I realised that to do my job, I am having to skill up in lots of areas including design, marketing, copywriting, content curation, anything! And the result? Trying to do everything at once. It’s not ideal, but my brain seems to need input from lots of sources to stay interested.

Email

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I have been watching some fantastic tutorials on tutsplus.com.

I first found this fantastic course on designing HTML emails, then I saw some other great courses including one on CSS typography and another on the CSS box model.

I am ploughing through the Udemy Complete Web Developer’s Course, with an aim to at least finish the chapter on jQuery.

I also downloaded a resource on Outlook and how it renders emails from Email on Acid. And I stumbled across some cheat sheets I downlaoded a few weeks ago on triggered emails, so looking forward to getting through those. Back to Envato Tuts+, and I was recommended an article by Really Good Emails on how Envato Tuts+ redesigned their entire suite of emails. The process spans three articles, looking at the design first of all, then on to the HTML coding, and the final piece, which I am still to read on turning that HTML into template in their email client.

Design

I figured that the best way to grow a pair of designer eyes was to look, and notice things. How better than to downloaded and print out some top of the range email designs from Really Good Emails? Plus, I moved onto Pinterest to search for typographical inspiration and print those out too to paste in a scrap book. This is completely old school, I accept that. However, I like the physical element of something to hold and touch the pages.

When I am not near a printer, I can still view these pages online, and to keep track of things, I use a tool recommended by Hubspot called Memit. With a browser extension in Chrome, I can snip parts of a page or all of an article to keep in a theme board for later. I can view it on any site and refer to these designs later. I use this tool for any article I think is worth saving. You can share these boards with team members if you like.

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Images

The bane of the marketer’s life is finding images that one can use for free without having to credit the photographer or illustrator. Personally, I like to credit people, but in work, it seems unprofessional to place an attribution in an email or on a Facebook page, so the easier it is to source royalty-free images that don’t require attribution, the better.

 

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Thanks to my new favourite people at Envato Tuts+, I have sourced fantastic providers of images I can use in my marketing efforts:

Very much enjoying these. A word of note, if you work in the travel sector and need images for your holiday-themed content, avoid using the term “holiday” to search pictures. I think a lot of sites are based in America, so holiday brings up images of Christmas decorations and Valentine’s balloons and all sorts. Now it makes sense why they have an entirely separate word!

Productivity

I have known about Trello for a while, but never really got into it. This week, we have been using it at work, so now I want to use it in every other aspect of my life. It is a good way to keep track of tasks, see what is progressing and what you have over looked.

 

So that is my round up of a lot of the cool things I picked up in the world of digital this week.

Have an inspiring weekend!

Ordinary xx

 

 

 

In Need of Email Inspiration

Comunicacin: Mvil Smartphone, tablet y ordenador porttil

 

Emails are ignored by most people. The vast majority of emails don’t get read. If, on the off chance, you do happen to see an email, you probably don’think too much about what goes into the design process.

I didn’t pay too much heed, apart from being completely jealous when I saw a beautiful graphic in a header, wondering how they did that.

[An aside: Did you know a lot of people do things in PowerPoint that I thought was only possible in Adobe? Probably, but I am still finding these things out!]

Starting a new job with the requirement to build AND DESIGN emails made my design skills feel somewhat inadequate, so I got searching online for a solution. I was looking for trends and fashions in email design (but most people couldn’t care a tuppence for email. It’s dead, so I am told). I came across a website full of great examples of stunning-looking emails to salivate over (Not literally – That might destroy your keyboard!) and so I bookmarked this to the browser I use on my work computer, and it’s simply a case of just clicking a tab and I have instant inspiration.

Really Good Emails

Now, I am not claiming these emails have the best conversion rates. It is a bizarre realisation that text-based emails seem to perform better than graphic-based ones, but that wouldn’t make for a great website, would it?

What is very helpful is that if you sign up, they send you newsletters with links to excellent email design resources and articles to improve your email marketing. Handy if you are a geek like me and you want to get good at this.

I hope to share more useful sites as I find them, so if you are email crazy, you can find some cool resources right here.

Finally setting the agenda

Open yellow envelope with email symbol, isolated on white.

 

Apologies for the lack of posts. I’ve been excessively busy juggling writing, PR and marketing for some projects close to home.

Ironically, the more I write for others, the less I update my blogs. In any case, this blog is meant to document my marketing journey, and in the last six weeks or so, I’ve been on a steep learning curve performing tasks I never thought I would need to, namely designing emails.

I recently took a job in a marketing firm, and I have been tasked with building email templates within a bespoke email editor.

Although I have little recourse to use code (just the odd line here and there,) I am surprised at how much emails misbehave in various clients. Therefore, I feel knowing more about HTML and CSS will help me fix certain anomalies. This has forced me to read around the topic of email design, and it’s been insightful.

The next few posts are going to focus on my discoveries in regard to email design, email behaviour and coding.

I also need to point out that, as my primary role is to consider the email campaign as a whole, it would be unwise of me to ignore other aspects of “email marketing” as a concept, such as copy, subject lines, segmentation, personalisation and analytics, but we will get to these one by one.

So welcome to my real-time marketing diary.

Ordinary

 

 

 

Three Days in Shop Direct

Anyone who knows me and talks to me for more than the standard five minutes knows I am really passionate about getting my hands dirty with digital marketing in all its aspects, be it SEO, PPC ads or creating “compelling” content (for some reason I hate the work “compelling”, and even more so when it collocates with “copy”. Something about it just makes me want to reach for a bucket, but that is the industry jargon, I can’t change it. Yet.)

The end of August this year, I was fortunate enough to undergo three days’ work experience with Shop Direct at their head office in Skyways House, Speke.

The E-Commerce team had kindly arranged it so that I could shadow the SEO, copywriting and marketing teams to get a taste of what it is they do on a daily basis.

Having spent recent working years in a traditional office setup, entering Skyways was, to me, like being offered a chance to work for one of those giants, Google or Facebook. There was a cafeteria, Costa coffee, a runway down the centre of the first floor, balconies overlooking it, open space and people in casual clothes!

The food on offer,  especially the breakfast, would beat any hotel fair because of the vast choice: poached eggs, cereal, full English fare and even omelette made to order!

Day 1 consisted of a morning with the SEO gurus where I was bamboozled by the sheer amount of page links they have to monitor, making sure they are climbing up those search engine results pages, keeping an eye out for great opportunities  to make their mark on the SERPs (search engine results pages). They used Link Decks to track all their key words within their URLs and Search Metrics to gain more insights into the stats. A few hours with them taught me just how important it is to target your key words based on current trends (eg Maxi dress or long dress?) and what people are searching for. Also, that the key words are appearing in all the right places in the code.

My afternoon with the copywriting team resulted in a chance to see my own product copy live and in pixels on the Very.co.uk site! See if you can still see it here:

I then got a chance to sit down with the brand team and have a go at a mock up blog post based on ladies’ fashion. I thought, no way, I am not who people look to for fashion advice. What sort of rubbish would I end up writing! It turns out that it just takes confidence, having a go and listening to colleagues for advice to turn out blog-ready copy that people can relate to. Very uses a particular buyer persona to target their message to, and at all times, they keep her in mind to ensure their message is on track.

The second and third days were spent getting a crash course in all the major aspects of digital marketing. Who would have thought it would be so…data-driven? Yes, indeed, far from catchy copy and clever creative, the digital team get well-acquainted with the analytics, a team of approximately 10 people overlooking the brands’ PPC ad campaigns, social media and display ads. They are connected with various affiliates who ensure their message goes even further than the reaches of their organic efforts, for example with fashion bloggers and voucher sites.

What was striking is that these marketers are trusted with a generous advertising budget that they have to carefully monitor, and some of these were only my age. Okay, so I’m not as young as people tend to think (Thanks, mum and dad for my genes!) but even so, in my head I feel about 18 or 19, and it would be scary to look after such amounts of money, ensuring bids are placed where they are likely to gain more return, or “demand”.

Regarding targeting adverts, I picked up some knowledge:

  • Targeting is done in a “granular” way, so that means they look at small details to target, rather than just general “females” or just “age.” They look at differences in age, what pages they have visited and they A/B test creative to analyse what works best.
  • Their sales funnel involves three stages in the buying cycle: awareness, consideration and conversion. Each stage involves a different ad set with a new kind of creative that is more relevant to the potential buyer’s state of mind.
  • Awareness stage is done on a CPM basis, that is cost per mille, or thousand views. During the awareness stage, the more eyeballs you can get to see your brand, the better. Consideration and conversion ad sets use CPC – This is cost per click, so they are really interested in engagement. During the consideration stage, they like to use “Dynamic Product Advertising” , using the “carousel” feature in Facebook.
  • Ad sets are also targeted using Facebook’s “Custom Audiences”, “Website Customer Audiences” and “Lookalike Audiences”.
  • Custom Audiences can be built using email addresses, Facebook IDs and telephone numbers.
  • Lookalike Audiences are constructed from the behaviours that match those of your Custom Audience.
  • Website Custom Audiences are compiled using cookies to find out who has been on your site, so you can serve them adverts directly.

The team at Shop Direct got me doing some tasks applying the knowledge I gleaned from shadowing them and talking to them. They offered useful feedback on my tasks . I found out that I am very fixated on creative and copy, and I need to pay more attention to bidding and where to allocate resources.

All in all, I would highly recommend getting some hands-on work experience in digital marketing as that way, you can see what is the best fit for you, and your eyes will be opened to what the job entails.

 

 

How Facebook has Changed for Me

I started my degree in 2005. The internet was a very different landscape back then. Social media appeared on the horizon in the summer of my first year of university in the form of Facebook. It has undergone various incarnations since, rendering it completely unrecognisable from what it is today. With this in mind, I have listed a few observations about how social media has changed, beginning with Facebook.

  • Facebook was mostly a giant photo album to upload your photographs of your nights out – Photos that were, in my case, scanned in from paper pictures taken with my single use camera. Now, smartphones allow you to capture and upload your comrades’ embarrassing encounters instantaneously.
  • As Facebook wasn’t the ubiquitous entity that we know and tolerate, not everyone was registered, and therefore you added “friends” you hardly knew just so your newsfeed would be replenished with fresh content at least every two hours. Now, the lack of updates seems limited only to mobile devices that give you three updates a day. Not good enough!
  • Your mum and dad weren’t on it, so you didn’t have to tie yourself in knots over your privacy settings to prevent them being privy to your humiliation.
  • Teenagers weren’t on it, I believe they used Bebo – which is now “a company that dreams up ideas for fun social apps”. Some reports state our adolescent relatives have migrated to the likes of Instagram and Snapchat, but the pouty selfies still appear on my newsfeed so I’m taking these reports with a pinch of salt for now.
  • The status field read “Kirsten is:” so you were obliged to talk about yourself in the third person, hence the creation of clunky sentences such as “Kirsten is thinking that she might write 700 more words of this essay before 8.00am tomorrow ” and suchlike. Now, Facebook provides a virtual psychiatrist’s sofa for you to put your feet up and express “What’s on your mind?”
  • Private messages existed, yet “Chat” was still an twinkle in Mark Zuckerburg’s eye, which leads on to my next point.
  • Facebook didn’t snitch on people by saying “Seen 18:00”, so friends were less prone to feeling ignored and we were less paranoid as a digital population.

What do you believe to be the most notable changes with Facebook or with social media in general?

Continuing with My Digital Journey

I realise I have neglected my digital journaling of late. That is not to say, however, that my path has come to a dead,end.

In fact, things are hotting up in on the digital landscape of us Ordinary folk. It’s an undeniable truth that when life becomes busier, and by extension more interesting, blogging gets low on the list of priorities – just at the precise moments where your life would make for a vastly more engaging read.

Let’s not put too fine a point on it – I’m not saying my life is dull now, it’s just that I’m foregoing sleep to document the journey thus far. Neither am I saying my life is wildly exciting. I’m working hard and playing even harder at times. For you it may seem a rather banal existence, certainly not a candidate for the next Hollywood blockbuster.

All I can say in my defence is that things are changing round here, and I’m looking forward to sharing what I’ve picked up with you.

It’s my intention to consolidate my own learning through sharing this information, and I hope it may prove beneficial to those of you who are also looking up the steep learning curve as I am.

All the best,

Ordinary

Wearable Tech with a Difference

When someone shows me a piece of wearable technology, I’m generally underwhelmed by the experience. Google Glass…well, let’s be honest, I’m not going to talk to you with one of those toys on your head. You can take it off or leave me alone. Let’s have a conversation – something proving evermore impossible these days, when our attention is routinely pulled away from conversation partners towards miniature mobile screens or gargantuan television sets. How can I expect a better attempt at civility when you’re mentally googling everything I say?

I must also confess a similar element of cynicism when I recently attended a Liverpool Girl Geeks event in The Studio School situated in Liverpool’s upcoming Baltic Triangle, although for rather different reasons.

The keynote speaker at this meeting was Fiona from Kiroco Jewellery, who was promoting Kiroco Touch, her company’s latest innovation. Kiroco Touch uses NFC chip technology within an actual item of jewellery for recording a message or video.

Okay, so what? I mused. Why would you want to mix up jewellery and technology? You’ve got email and text for communicating, whereas jewellery is something you put on to look good, albeit with a sweet thought attached. The distant, fuzzy memory of being given the item is surely enough.

But hang on one moment, I questioned while remembering moments passed: moments when I have been separated from loved ones and experienced the rush of excitement on hearing that beautiful beep heralding the arrival of an SMS back when mobile phones first became attainable for Joe Average. That all seems passée today, when messages tend to relay football scores or shopping item requests, or even the commonplace let-downs and excuses from friends and not-to-be dates.

Imagine receiving a message alert and knowing that this really is something special waiting for you, a heartfelt sentiment rather than a tiresome “OK” or an ironic emoticon, because this is not a device that can be hijacked and intermingled with the hum drum utterances of daily life.

Furthermore, within this beautiful item of jewellery, a tangible memory is captured, one you can revisit and keep safe. In essence, Kiroco Jewellery has discovered how to bring jewellery to life and make it interactive.

The message on the NFC chip can be read by scanning the trinket with your mobile device, through which you watch your message unfold. No-one else can access this data without your mobile phone and accessory.  What’s more, messages can be updated by your loved one periodically, creating fresh memories. A cache of all these updates can be accessed through an app which displays the entire history chronologically. Given Kiroco’s expertise in the field of aesthetics, the jewellery looks truly wearable, not crude and functional, setting it apart from other products that come under the “wearable tech” umbrella. For this reason, Kiroco Jewellery was recently honoured with the accolade of Best Innovation of the Year.

Naturally, I had some questions, and Kiroco were very prompt in getting back to me:

Twitter Comments

Twitter Comments

My main concern is that technology has never been made to last. Jewellery, however, is something that should endure forever if you pay good money for it. What happens as technology advances and the chip becomes obsolete? Will we feel our product is somehow broken and unusable just as I felt about my mobile phone when the camera refused to work?

Do you see yourself wearing or purchasing an item such as Kiroco Touch and do you see potential in this kind of technology?