Rodney Gedda's piece of the Web

June 30, 2014
by Rodney Gedda

Free content marketing report

Content Marketing Report cover

An Introduction to Content Marketing

I have written a report on the phenomenon that is content marketing and made it available under a Creative Commons licence. The report (in PDF) is available for free download from my blog here: An Introduction to Content Marketing.


The report is free for both commercial and non-commercial use, but cannot be sold or included as part of a derivative work. Why not charge for it? Well, I want the report to be used by as many people as possible regardless of any commercial imperative. Organisations like:

  • Not-for-profits
  • Open source projects
  • Start-ups
  • Charity groups
  • Educational institutions

Can all benefit from content marketing and should not be have any less of an opportunity to publish their stories than an organisation with a billion dollar marketing budget.

One of the benefits of good content is it democratises the reach of the brand: content produced by a start-up can be just as interesting as content produced by a multinational.

Content marketing has a definite ‘flavour of the month’ feel about it, but in my experience it’s nothing new and I have been producing it since my cadet journalist days. There is a definite land grab out there and a surprising number of businesses have popped up with ‘content’ in their name, however, I can only see the relevance of content marketing increasing for a few reasons:

  • People are tired of hearing the same old marketing messages and brand messaging needs to become more creative and informative to remain relevant.
  • Independent content production by non-media organisations has been around for a long time – it just wasn’t known as “content marketing”.

I will attempt to keep it updated at least quarterly. In fact, just looking at with fresh eyes, it could do with a design makeover so maybe that’s where I’ll next direct my attention.

May 29, 2014
by Rodney Gedda

The Business interview

Appearing on the ABC's The Business program in May 2014.

Appearing on the ABC’s The Business program in May 2014.

I appeared on ABC’s The Business program last night talking about a possible Google acquisition of for around $1 billion. The episode is hosted on iView here but don’t count on that link being useful in the future.

This was actually the second time I’ve been on The Business. I was interviewed about BlackBerry in January last year.

I must say after years of holding the pen/recorder/microphone it still feels strange being on the other side of the interview equation. Since becoming an analyst I’ve been featured in print, online, radio and TV, but shouldn’t I be asking you questions?

Time to dig out that old guide to media relations I wrote and put it to use.

March 30, 2014
by Rodney Gedda
1 Comment

A memorable March

This month was very extraordinary as I celebrated the birth of my first child, a baby boy.

They say child birth is a life-changing experience and they are not wrong. It’s one of those things that you only understand the gravity of once you’ve experienced it for yourself.

With a new baby you immediately realise how insignificant everything else in life is.

There are quite a few sleepless nights, but, hey, sleep is overrated, right?


When life is getting you down, just put your fingers in your ears.

January 30, 2014
by Rodney Gedda

New smartphone options for local telcos

These days you can buy a smartphone from almost anywhere, from a mobile carrier to a grocery store. This month we put out an announcement on how this trend might impact telcos. Now, the telcos may turn around and say “that’s good, we don’t want to be smartphone retailers anyway” as their core business is mobile services, not handset sales. The problem is they risk loosing their advantage of being a trusted advisor for valued-added mobile services as well, particularly in the business space.

The smartphone market has rapidly solidified around the two big incumbent platforms, Apple’s iOS and Google’s Android. BlackBerry and Microsoft are holding their own, but the new range of smartphone operating systems:

  • FirefoxOS
  • Ubuntu
  • SailfishOS
  • Tizen

may also help carrier differentiation, in addition to consumer choice. There are already handsets available running each of those and 2014 is looking like a big device launch year for Ubuntu and Tizen.

Telstra has already signaled its intention to evaluate FirefoxOS as an alternative smartphone platform. It will be interesting to see if all three mobile carriers come through with a alternatives to the incumbents. The reward could mean more than just handset sales if they provide a path to more value-added services.

December 31, 2013
by Rodney Gedda

2013 is over, best wishes for 2014

With 2013 behind us all the best for 2014. I hope 2014 is a good one for you.

I’ve seen so many 2013 year in review articles over the past week, the journos are really link baiting, big time.

It’s difficult to pick a highlight of 2013, but may as well take a stab at it:

In 2013 the church labeled capitalism an hierarchical, inequitable, exploitative, unjust, immoral and evil organisation… Takes one to know one.

You heard it here first ladies and gentlemen, now go and spread it via any social channel you can get your hands on.

Happy New Year!

November 30, 2013
by Rodney Gedda

What to do when the NBN comes to town: Connection day

nbn_fibre_splitWith the CPE boxes installed and the fibre tail dug into your house, the third, and final, NBN contractor appointment brings the two ends together.

The fibre tail is connected to the internal cable at the external ONT unit. The technician will then “make a phone call” to test the connection and do a fibre signal quality test.

When the work is done (about 15-30 minutes) the internal ONT will display a green light for the active fibre connection.

With all the physical networking complete, it’s then just a matter of getting the authentication details from your RSP and connecting to your newly provisioned fibre service. I did hear conflicting reports that this can take from one to 48 hours so your mileage may vary. In my case I contacted my RSP and within a couple of ours I had my authentication details.

Actually conneting to an NBN service is much the same as DSL. Simply plug in your wireless router with the Ethernet WAN port to a UNIV-D port on the ONT, put in your auth details and connect with PPPoE. Your IPv4 and DNS settings will be obtained by the router.

On a side note, the default login and password for my new wireless router was “admin/admin” so little wonder I went ahead and changed it.

Preliminary testing

What do you do when you’ve got NBN connected? Notice the speed difference of course!

As part of this whole experiment I opted for an entry level NBN plan of 12Mbps down and 1Mbps up (12Mbps/1Mbps). The DSL service I have is the theoretical maximum of 24Mbps/buggerallMbps and I’m not that far from my exchange (about 1Km as the crow flies).


12Mbps/1Mbps NBN FTTP speed test





24Mbps ADSL speed test




A simple real world test immediately proved that the SLOWEST NBN plan is FASTER than the FASTEST ADSL plan available on the market. Of course, YMMV, but I believe I am not alone by any stretch of the imagination and thousands of people will experience the same outcome when moving from DSL to FTTP – let alone the high-speed fibre plans. This is the “real world” speed problem that FTTP overcomes. All FTTN will do is waste a lot of money reducing this problem and not solve it.

Next, I’ll do some testing of VoIP over the NBN.

What to do when the NBN comes to town blog series:

October 31, 2013
by Rodney Gedda

A week in Darwin

croc_jumpingI was fortunate enough to spend last week in Darwin, a place I’ve always wanted to go to but never had the chance. It was great. We went bushwalking and swimming at Litchfield National Park, on an Adelaide River crocodile tour, on a dinner cruise, fishing of Darwin harbour, and toured the city shops and markets.
Darwin is very different to the other capitals and has quite a special character of its own. The weather is quite hot and changeable, but it’s certainly not an uncomfortable place to be in October, the cusp of the dry and wet seasons.

Did you know? Darwin is home to one of three enclosed coral reefs in the world. Its owner runs the aquatic centre on the waterfront filled with educational marterial about Australia’s sea life.

I think Darwin is more strategic a city than it’s given credit for. It’s really geared as a tourist town (with prices to reflect that), but could easily be Australia’s gateway to Asia and the world. A northern pearl in the sourthern hemisphere.

I hope to return sometime soon.


September 29, 2013
by Rodney Gedda

What to do when the NBN comes to town: ONT time

nbn_outside_box_installAfter waiting some time expecting to be notified of fibre availability in my area, and with the election nigh, I went ahead and selected an RSP (ISP) for a FTTH service. The installation date was booked, text messages were sent confirming the time and the optical network termination (ONT) units were installed without a hitch. The fibre connection, however, still needs to be dug in.

Having watched the fibre roll out with zeal, I was surprised the notice of availability didn’t appear in my letterbox sooner. It eventually did a few weeks after I had kicked off the FTTH provisioning request.

In any event, I certainly didn’t want to leave it until after the election. I put a request in with my new RSP and it was able to approve the new service as it already had access to NBN’s availability status in the suburb. If you are in an early release area and wondering if you can get a residential fibre connection my advice is to go straight to an RSP.

Anyway, back to the installation.

Everything went on time and according to plan. There are a total of three boxes that need to be installed.

  • The external ONT
  • The internal battery backup box
  • The internal voice and data switch

nbn_internal_ntuIf you need the internal boxes installed on a wall not adjacent to the external box like me, just ask the installers where you want it and they should be able to do it depending on level of access they have to the wall.

All up it will take an hour or two to complete the installation. When the fibre tail is dug in and connected to the external ONT, you don’t need to be home for this. So far I have not been give any indication of when this might happen only that there is a backlog of 170-odd premises in the area waiting to be connected. This translates to a few weeks wait time. Not long until the fast fibre flicks on.

My opinion is the move to FTTP and FTTN (where appropriate) should have happened progressively over the past 15 years. But I’ll save that for another blog.

What to do when the NBN comes to town blog series: