Sharing data is the way to achieve immortality

A few weeks ago I hosted a media research ‘masterclass’ for the team. For a while it’s been a personal development objective to contribute to our Academy training programme, and pass on experiences from my previous roles. I admit I was a bit reluctant – who is really that interested in what I used to do? The session turned out to be one of the most rewarding experiences of my research career so far.

Pedalling harder just to stand still


Press reporting of the fact that Apple now expects the typical iPhone to be replaced after three years, and Mac computers after four, has shed light on the challenge to the IT sector of declining hardware lives. Breaking Blue has been researching the lifecycles of IT products for over a decade, and we’ve built up probably a unique time series of how hardware lifecycles have evolved, based on research in several dozen countries.