Flexibility, mobility and adaptability. A new breed of white-collar worker is leading the way in the office.
John Giro is what the trend spotters describe as the new white-collar worker. They're the types that want less orthodox lifestyle options and job flexibility, don't mind working between metropolitan and regional areas, are comfortable enough with job uncertainty and usually have enough financial security to see them through the dry spells.
John Giro pretty much fits the bill. He graduated as an industrial designer but ended up in marketing.
Right now, he's got a contract as the marketing boss for a Telstra initiative called Fetch Me Movies a DVD rental website with big plans to tackle the video retail chains.
Giro started at Fetch Me Movies in February; he isn't sure how long the job will go for but is enjoying it.
Three years ago, he was chief marketing officer for greengrocer.com.au before Woolworths bought in and eventually bought the company out.
Between online groceries and his current dalliance with movies, Giro planned on a break. But he was approached for consulting work and subsequently set up Giro + Partners.
He's hardly stopped, working for clients including Pukara Estate olive oil and Wiseman Laboratories, a producer of skincare products.
Giro likes job flexibility but remains open to taking permanent tenure. "I'd certainly consider full-time employment on its merits."
He won't talk about where his Fetch Me Movies tenure might end up but figures that if both sides like each other it might become something longer-term.
"There's two parts to it. On the contract side, it provides me with some flexibility and, from my point of view, it provides me the opportunity to work with one of Australia's leading employers as well as the online and broadband space being a great opportunity. There is going to be a lot happening in the future with broadband and the delivery of content and services, and it's great to be at the leading edge."
So just what is this movie service Giro has been charged with trying to market? Fetch Me Movies had a "soft launch" earlier in the year under which individuals subscribed from $19.95 a month to choose from 8500 DVD movie titles that are delivered by mail to the door and are returned by reply-paid post.
"We've found that generally we can get a DVD to people the next day in most areas. It may take a little longer in regional areas. And our customers are not charged a late fee."
There is a catch, however. Subscribers can have only one DVD movie out at a time for the $19.95 fee or two for the $29.95 a month fee. These must be returned before another can be selected.
Giro says it's not a turn-off. "First, there are companies successfully doing this in the United States and, second, research showed such a service would be supported by Australians."
Telstra's venture is up against the Packer-backed Home Screen venture, which offers a similar home-delivered DVD movie service. Home Screen was launched last September by a group of former Yahoo executives.
Both Telstra and the Packer interests are, ironically, also shareholders in Foxtel, which has launched its own near-movie-on-demand Box Office offer via the new Foxtel Digital service.
Giro says Fetch Me Movies has yet to begin a comprehensive marketing effort but will do so later this year. "We're focused on getting the customer service right before we invest in bringing a lot of people to the service.
"More than anything, this is about expanding the range of services offered to our [BigPond ] broadband customers. With broadband, you get a better experience online and that's the way it's all headed in the future."
