POOLE, England, March 25, 2010 /PRNewswire/ -- Gordon Brown unveiled his plans for Britain's digital future earlier this week, with the goal of making Britain the leader in the digital economy by 2020. Henry Allen from Zeta [ http://www.zeta.net/ ], the digital marketing agency and search marketing [http://www.zeta.net/search-engine-marketing ] specialists, questions the motives and feasibility of the PM's plans.

Whilst Brown has certainly come across as a digital guru, dropping in current digital terms, and possibly the most influential person in the development of the web - Sir Tim Berners, digital experts Zeta read between the lines and ask, has the PM shown a real understanding of the digital environment? Or is he just trying to win votes?

Brown labelled his plans for Britain becoming a world leader in digital economy and revolutionising the way politics is delivered, as New Politics. This is an interesting term which echoes Tony Blair's New Labour from the 1997 campaign, and also mirrors the recent industry term 'new media'.

It is a tall order to believe that the voice for feedback can transform the way policies and decisions are made. Is the government like many other organisations of Britain today, trying to embrace the digital world to gain market share but having no idea of how to actually implement it correctly. The team at Zeta [ http://www.zeta.net/ ] are certainly aware of a few companies like this! How exactly is this feedback going to be documented, incorporated into their decisions and presented to the public throughout the whole process? Only with a clear track of all contributions will this New Politics be transparent.

The team at Zeta [ http://www.zeta.net/ ] were very excited to hear Brown discuss the inclusion of Sir Tim Berners Lee, one of the greatest innovators within digital. He did invent the web and is one of the driving forces behind linked data (semantic web). During part of the speech Brown said:

And we will invite universities and private sector web developers and companies to join this collaborative project.

Well I would hope so adds Henry. The institute will not work without the inclusion of universities and private sector developers. The universities are training the young talent who are tomorrow's workforce and the private sector web developers and creative teams are pushing the boundaries of technology.

Apart from the BBC website the majority of public sector digital platforms are tired and out of date. With the BBC cutting their budget we could see one of the UK's finest examples (www.bbc.co.uk) of well executed digital design [ http://www.zeta.net/ ] and embraced technology disappear out of existence.

Brown should be insisting that private sector companies are involved in the institute, the new plans will not work being wrapped up in public sector politics alone.

Brown also talked about savings of GBP11 billion as a result of the technology having the potential to streamline all government processes and make considerable savings. But will the planning and implementation of this new politics scheme make savings difficult to achieve?

Online and technological advancements evolve at such a speed that even private sector digital agencies [ http://www.zeta.net/ ] and organisations struggle to keep up with the trends. The government will need to adjust rapidly with the technology as it evolves for its 'new politics' and digital plans to be a success, and this will require talent and substantial budget.

This is something I have little faith in the government being able to achieve adds Henry.

Brown also promised superfast broadband for all by 2020. Whilst this would be ideal will this be the case in ten years? Will every household even own a landline by 2020? After 18 months of advanced enhancements in the mobile web (the iPhone being the main catalyst) is it not possible to consider that people will be completely wireless in 2020 operating online through the airwaves rather than the wired connections?

Setting out plans over a ten year period is a dangerous route to take, when working with digital technology, unless you have a proven track record of adjusting with trends, technology and the digital environment as it evolves. Setting smaller targets and goals over a shorter time period would allow the government to flow with the trends and embrace the changes. But smaller targets are not going to win votes.

I really hope some of these plans are implemented and make a difference to the UK population, but I feel the speech might have been more about winning votes through re-branding the government as open, transparent and trust worthy, says Henry.

To read the full article and all of Henry's comments visit: http://www.zeta.net/industry-news/gordon-brown-digital-future.html

Follow @zetadigital on Twitter for the latest updates and comments.

For more information visit http://www.zeta.net.

Press Enquiries to: Aimee Carmichael, Zeta, 3 Winchester Place, North Street, Poole, Dorset, BH15 1NX Tel: +44(0)1202-237135 Email: aimee@zeta.net


CONTACT: Press Enquiries to: Aimee Carmichael, Zeta, 3 Winchester Place,North Street, Poole, Dorset, BH15 1NX Tel: +44(0)1202-237135 Email:aimee@zeta.net