So how will this tug of war end?
I have three theories about the end game:
Scenario #1 : Apple Wins
If Apple wins, we all live in a world where finally technology users will not feel like they are being watched. There will only be permission-based tracking. However, there will be a cost. Just like the old times, there will be an annual subscription fee for most of the apps of today, which the general public will have to pay out of their pockets.
Apple iPhone’s market share will catapult, as people will prefer a device which they can use freely without worrying about who is watching them. Facebook and Google will have to reinvent their models or will have to die a painful death. Small businesses will struggle to run hyper-targeted campaigns and will have to discover and rely on new ways of customer acquisition. Several digital marketing companies will have to relook at their business models.
Perhaps this scenario will be the ‘ding in the universe’ that Steve Jobs was talking about.
Scenario #2 : Facebook and Google Win
If Facebook wins this tug of war, advertising will be the go-to monetization model for all popular platforms. Ads will become more and more targeted. Facebook and Google’s revenues will continue to grow aggressively. They will continue to make efforts to broaden the horizons of the Internet so that they get maximum people to become their users.
The general public will enjoy cheap Internet and subscription-free platforms. However, there will always be a looming danger of the data being tracked. The server where this data is stored, being hacked and all the data being leaked on the dark web. Apple will be forced to consolidate their stand. Digital marketing agencies will continue to flourish.
Scenario #3 : Coexistence
The most likely scenario according to me will be the coexistence of both the above scenarios. People who are willing to pay for their privacy will let Apple charge them. The rest of them will perhaps enjoy free usage of platforms, but with Ads being run.
Now how targeted and effective these ads will be is anybody’s guess. But basically, this scenario means that the general public will be empowered to make their own choice.
Do you think there can be any other possible scenarios? Do you agree or disagree with the thoughts put forth in this article? Please write your thoughts in the comments section below.