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February 2019
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Brand Loyalty in 2019: What Companies Need to Know

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As most businesses are making the transition to be completely consumer-oriented, you might assume that overall brand loyalty in America has increased. Added customer care is sure to make them dedicated, right? Not necessarily. We have actually seen a decline in brand loyalty. Consumer-facing business models can inspire brand loyalty, but to match the consumer-first […]The post Brand Loyalty in 2019: What Companies Need to Know appeared first on Adotas.

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posted at: 12:00am on 08-Feb-2019
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Steam Responds To Epic's Competition By Weaponizing The Steam Community

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Despite the occasional criticism over how it communicates to the public, I've generally been a fan of Valve's Steam platform. Valve's not perfect, of course, but the company has generally tried to make Steam a place that is friendly to both major publishers and indies, all while taking steps that have been quite good for the average gamer as well, especially when it comes to policing games and reviews to ensure everything is on the up and up. It's probably for this reason that Steam hasn't had to endure much in the way of competition for some time. Yes, GOG.com exists, but the two game stores generally cater to different audiences and for different reasons.Well, if you're someone who pays attention to the games industry, you will already know that Epic Games has made a great deal of noise by pushing its own online marketplace to compete with Steam. Coverage of Epic's platform peaked this past week, when Epic managed to lure the latest iteration of the Metro game franchise to being an Epic exclusive for a year, even after pre-orders were available for the game on Steam's store for the past several weeks.

Yesterday's news that Deep Silver's Metro Exodus is moving from Steam to Epic's Games Store was notable for what it says about Valve's position running PC gaming's dominant online storefront. But for consumers, it was perhaps more notable for the impact it had on the game's pricing.If you pre-ordered Metro Exodus though Steam before yesterday, you paid $60 (and will still receive that preorder on Steam). If you preorder the game today on the Epic Games Store or buy it there after its February 15 launch, you'll pay just $50.
The driving force for the price difference is the more generous split Epic is offering publishers on its site compared with Steam's. In fact, despite the price reduction, Deep Silver will actually make more money per copy sold on Epic's site compared with what it would make on Steam. Pre-orders that had already been made on Steam will still be fulfilled, but that has to be plenty annoying for gamers who are suddenly finding the game $10 cheaper on another site. Still, platforms competing for publisher business is going to drive down prices and increase the revenue splits for creators. This, it should be said, is a benefit of competition that Steam has avoided for far too long.And perhaps Valve doesn't really know how to handle it, because it sure seems like the totality of its response to the Metro story is to try to weaponize its community against the publisher.
On Monday, the latest game in the series, Metro Exodus, became an Epic Games Store exclusive, prompting Valve to call the sudden departure “unfair to Steam customers.” For some Steam users, that’s served as a rallying cry.  This has led to sustained outcry in the form of everything from review bombs of previous series entries Metro 2033 and Metro: Last Light to irate comments on every possible social media post associated with the game.
The review bombs don't make any bones about what they're trying to do. Many of them mention that the games being "reviewed" are actually great, but the review still has a low score as a way to protest Deep Silver's having shoved off to Epic for a year. And, while Valve didn't specifically ask Steam users to do this, it knew what would happen when it decried Deep Silver's business decision as "unfair to Steam customers."Which is stupid. Gamers railing against Steam having competition is ultimately working against their own interests. The more competition out there, the better. And while I certainly wouldn't want to see the kind of fragmentation in game marketplace platforms that we've seen in, say, video streaming services, it would undoubtedly be a good thing for games to have multiple venues for release, all competing for their business.Valve knows this, but it decided to coyly unleash the trolls instead.

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Lack Of Internet Access Threatens 2020 Census Success And The Future Latino Voting Power

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American elections are threatened by more than just Russian hacking; the lack of internet access for the growing Latino population undermines our democracy thanks to a shift to online counting for the 2020 census.Russian agents have and can again hack algorithms and voting systems -- but it matters little in the grand scheme of things if Latinos (the largest minority group in the U.S.) are blocked from participating in the election process before they even get to the voting booth. Without home internet access, the online 2020 census will be another modern civic duty millions of American Latinos won’t have the luxury of participating in, and Congress needs to do something about it.In 2015, 44 percent of Latinos did not have a broadband connection at home. Connecting to the internet is essential to participate in the 21st century economy. Without internet access, Latinos are shut out from many government benefits and responsibilities -- including the 2020 census. With so many Latinos on the wrong side of the digital divide, the census moving online could cause a domino effect for policies that rely heavily on census data -- like drawing voting districts.Moving the 2020 census online will make it harder to count Latinos, who have been undercounted in the U.S. census for decades. Particularly, the Census Bureau reports that 1.5 percent of the Latino population was undercounted in 2010. The Leadership Conference on Civil Rights cites barriers such as language, poverty, education, and immigrant status as continuing causes to the undercount of Latinos.To be sure, those who cannot self-report online will have a paper option similar to the paper options of past censuses. However, the Census Bureau will no longer be conducting door-to-door surveying en mass, and will rely heavily on online marketing. The paper option alone will not be an adequate replacement for those without broadband so long as the Bureau also eliminates its door to door survey -- a necessary component to ensure more accurate counts.It is also true that the Bureau plans to make the 2020 census form available on mobile devices. However, this is not an equivalent option for those who are smartphone reliant. Not to mention smartphone data plans can be extremely limiting and are often the first thing to go in a time of financial hardship. At least 23 percent of smartphone owners report cancelling or suspending their service because of financial restraint.The online shift in the 2020 census is particularly troubling for a population with a history of census problems. Although there was a one-time “Mexican” option on the 1930 census, the U.S. didn’t make its first real attempt to measure the Latino population until the 1970 census. It wasn’t until the 2000 census that the U.S. even started using the term “Latino.” Before this, mix-ups or exclusive terminology made tracing data from decade to decade problematic.To worsen matters, the Census Bureau is making this drastic change based on inaccurate, or missing, data on exactly who has internet access -- and who remains unconnected. A lack of Congressional funds and problematic methodologies have slowed processes and produced over-exaggerated maps. Where connection is available, it’s worthless if a household doesn’t have a computer or (in the very least) a mobile device to utilize that connection. Even more troublesome is when families can’t afford to connect; a growing familiarity as cost remains the number one barrier to broadband adoption.With 21.9 percent of the Latino population in the U.S. living in poverty, more needs to be done to address the digital divide -- both where broadband is already deployed and where it isn’t yet. Closing the digital divide starts with preserving and expanding programs like Lifeline (an FCC program that provides a subsidy for low-income families to access communications services), to expanding municipal broadband, and to encouraging competition in existing broadband markets -- all things Trump’s FCC is actively working to gut.Despite showing up to the voting booth for President Obama in 2008, Latinos face trouble with voting. If undercounted, Latino voting power will be diminished even more by efforts to gerrymander congressional districts or concentrate Latinos into one or two small districts. Solving these voting rights issues is not likely before the 2020 census, but an undercount of the Latino population due to the digital divide certainly will worsen matters.As the 2020 census goes online for the first time, the digital divide is a threat to the future voting power of Latinos and other unconnected communities, including disconnected urban areas as well as rural America. One thing is for sure, we will continue to see an undercount and underestimation in political districting if large swaths of Americans can’t effectively participate in the new census. The digital divide’s impact on the 2020 census poses a significant problem that Congress should be invested in solving now instead of when it’s too late.Daiquiri Ryan is Policy Counsel for the National Hispanic Media Coalition (NHMC)

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