Salesforce Rejiggers Enterprise Apps Partner Plan

Salesforce on Tuesday launched the AppExchange Partner Program, or APP, for developers, independent software vendors and startups, as a replacement for its current ISV Partner Program.

Salesforce Rejiggers Enterprise Apps Partner Plan

The APP will cost much less. Its baseline percent-net-revenue (PNR) model for all new APP partners has been slashed from 25 percent to 15 percent.

Current partners will be eligible for the new PNR terms on contract renewal. Partner tiers will be eliminated.

The APP provides enablement and support based on the partner’s AppExchange Trailblazer Score, a new point-based system. The following criteria determine the score:

  • Customer success, based on AppExchange review and ratings;
  • Product success, based on security review status and adoption of the latest Salesforce technology;
  • Team readiness, calculated via Trailhead trails completed and certifications gained; and
  • Giving back through participation in Salesforce’s Pledge 1 percent program.

The new system will take effect in March 2018, Salesforce said, but existing partners will be able to view their AppExchange Trailblazer Scores by Q4, and “will begin the opportunity to increase that score leading up to March 1.”

New partners began earning points toward their score from May 1. They also will be able to view their score in Q4.

“Partnership is a two-way street, and we want to give ISVs a clear sense of how we measure success across the board,” Salesforce said in a statement provided to CRM Buyer by company rep Jessica Bryant. “We understand there are things beyond revenue that make a company successful.”

Among those things are customer success and community engagement, the company said.

New Tools for Partners

The APP includes these new on-boarding tools:

  • an onboarding wizard with automated guides and checklists, which reduces automated manual data entry to a few simple click-through screens;
  • support in payment tools for Single Euro Payments and Automatic Clearing House (ACH) in addition to credit cards;
  • API support for its Channel Order App so partners can connect their payment systems directly to Salesforce and automate their order submission process; and
  • a new AppExchange Partner Program dashboard providing real-time access to partners’ AppExchange Trailblazer Score and on-boarding checklist progress.

In addition, the APP provides partners with the latest technology tools:

  • Salesforce DX, which has features designed to help developers deliver innovative apps faster, including scratch environments, an improved integrated development environment and seamless GitHub integration; and
  • Free Heroku access, so developers, ISVs and startups can build apps in the language of their choice. Partners get a free developer org and Heroku credits that they can use towards purchasing dynos — the basic unit of scale on Heroku — and add-on services.

Fending Off the Competition

The decision to replace the ISV Partner Program with the APP resulted from Salesforce listening closely to the needs of its partner ecosystem, the company said, which consists of thousands of ISVs, more than 3,000 solutions, and more than 4 million app installs.

Lowering the PNR terms “is no small thing,” said Chris Kanaracus, managing editor of Constellation Insights at Constellation Research.

“I’ve seen reports suggesting Salesforce did this due to ‘feedback from partners’ — which, to me, is a nice way of saying that the partners were screaming for mercy,” he told CRM Buyer.

Salesforce “may have also experienced mounting resistance from would-be partners, particularly startups short on cash but eager to innovate,” Kanaracus suggested.

Salesforce is facing competition for partners as more cloud platform providers have entered the scene,” said Rebecca Wettemann, vice president of research at Nucleus Research.

“Many Salesforce partners have also now built solutions for Microsoft and others,” she told CRM Buyer.

Historically, companies used to enter a partnership ecosystem for the long haul, Wettemann said, but “in a cloud environment such relationships are less sticky. Here Salesforce has introduced some significant glue.”

Salesforce Ventures, Salesforce’s corporate investment group, also announced the US$100 million Salesforce Platform Fund, which will invest in entrepreneurs and companies building intelligent, transformative apps and components on the Salesforce Platform.


Richard Adhikari has been an ECT News Network reporter since 2008. His areas of focus include cybersecurity, mobile technologies, CRM, databases, software development, mainframe and mid-range computing, and application development. He has written and edited for numerous publications, including Information Week and Computerworld. He is the author of two books on client/server technology.
Email Richard.

Google is celebrating Star Wars Day with these Android Pay Easter eggs

Why it matters to you

Come on, you know you want to see a cute Android robot dressed in a Star Wars costume.

May the fourth be with you! Thursday is Star Wars Day and fans around the world are celebrating in their own unique ways. Google is joining in the fun too,and if you use Android Pay, you will be able to see how.

Simply pay for an item at a store with Android Pay, and when you see the notification telling you that payment was successful, you may notice a dancing Android robot dressed like various different Star Wars characters. If you don’t use Android Pay, you can see the little animation on the Android Twitter page.

While the animation only shows the robot dressed like a Jedi knight and a Stormtrooper, we know for sure that an R2-D2 animation also exists and we would not be surprised to see Darth Vader or other animations, too. In fact, Google says there are seven characters to unlock throughout the week.

This actually is not the only thing Google is doing to celebrate Star Wars Day. You can also get six Star Wars movies from the Google Play Store at a significant discount. Instead of having to pay $120 for the original six movies, which includes the original trilogy and prequel trilogy, you pay $80. Along with that, you can get a discount on a range of different Star Wars-related games and comic books, which you can also get from the different sections in the Google Play Store.

Star Wars Day is bigger than it has ever been — largely due to the recent Star Wars movies that were released after Disney acquired the rights to the franchise. We know for sure that we will see at least a few more Star Wars films over the next few years but it is likely, with Disney behind it, that Star Wars will continue to be an important part of popular culture for decades to come.

Lenovo Moto Tablet 2017 | News and rumors

Why it matters to you

Motorola pioneered the first Android tablet. Now, it might be on the verge of doing the same.

Motorola, the Lenovo-owned subsidiary responsible for some of the best — and most modular — budget smartphones around, might be turning its attention to tablets. Reports suggest the company is working on a large, premium device that packs innovative productivity software unlike any other.

There is not much to go on, yet, but here is what we know about Motorola’s 2017 tablet so far.

Software

The most innovative piece about Motorola’s upcoming table is the software, reportedly.

According to Android Police, it will ship with “productivity mode,”  a feature that lets you pin apps to the navigation bar and quickly switch between them without having to return to the home screen or Android’s multitasking menu. It appears to have a dedicated app drawer button on the navigation bar, like Google’s Chrome OS, and the ability to run two apps side by side. You can reportedly close apps by long-pressing on an icon and dragging it up, which Android Police speculates means that apps run in the background until explicitly closed.

There is a slim chance Motorola’s 2017 tablet runs Andromeda, the rumored Google operating system meant to bridge the gap between Android and Chrome OS. In September 2016, 9to5Google reported that two “major OEMs” were in the process of creating Andromeda devices and that the devices could launch as soon as the first half of 2017. Motorola could be one of them.

But as 9to5Google points out, the interface bears a resemblance to Lenovo’s current tablet software. The Yoga Book, for example, has identical navigation buttons.

Motorola has a history — albeit a brief one — of collaborating with Google on cutting-edge software. The firm’s Xoom tablet was the first to run Android 3.0 Honeycomb, the first version of Google’s Android operating system optimized for tablets.

Specs and screen

We do not know much about the tablet’s hardware, yet, but an Android Police source gave a little to go on.

It will reportedly measure between nine to 10 inches diagonally, and have a “premium look and feel.” At least one version will offer cellular connectivity. But the rest of the hardware remains shrouded in mystery — we do not know the screen’s resolution, the processor, or the storage configurations.

Name, price, and availability

The name, price, and release date of Motorola’s 2017 tablet are just as much a mystery as the rest of it. If it is running Google’s futuristic Andromeda, it might launch at the search giant’s I/O developer conference in May. On the other hand, if it ships with vanilla Android, it might be announced later in the year.

Whenever Motorola’s 2017 tablet launches, it will almost certainly be cheaper than the Xoom. It started at $600 — about the price of a 32GB iPad.

Obama’s White House photographer at it again, but this time with a bittersweet #TBT

Whenever President Donald Trump or Republican members of Congress do something that leads to stunned and outraged headlines, the photographer of former President Barack Obama seems to have a countering image at the ready. 

He was again prepared on Thursday, as Republican members of the House of Representatives prepared to pass a bill that would eradicate the Affordable Care Act in favor of a plan that would likely wipe out insurance coverage for millions. Many members of Congress haven’t even had time to read the new bill. 

The House has since passed that bill, but former White House photographer Pete Souza had his bittersweet photo ready for Instagram hours before. 

Trump’s photographer could perhaps do something similar after he’s left office, but she doesn’t seem to have quite the same access Souza did.

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Flyr makes video creation a cinch with Snapchat-inspired tools

Why it matters to you

Making good mobile videos isn’t easy, but Flyr’s AI-powered tools can help.

Stories — those bite-sized, Snapchat-inspired videos on Instagram, Facebook, and Twitter — take time to do right. Staging shots, finding awesome fonts, selecting backgrounds, and fiddling with video transitions are not swift tasks, and they’re made more difficult by phones that lack advanced editing tools. Chopping up videos on an iPhone or Android phone is an exercise in frustration.

But Flyr, a self-described “interactive video experience,” wants to change that with the help of an intuitive interface, artificial intelligence, and a cloud-powered sharing platform. Hassan Uristegui and Brett O’Brien, the startup’s co-founders, describe it as a “stories” editor that supplies everything you need to make a slick clip — including GIFs, videos, pictures, backgrounds, and more.

Flyr is smart enough to convert online articles to video stories — feed it a URL and it will pull out images, headlines, and quotes, then add highlights and stylistic elements, and export the finished product to the social channels of your choice. Alternatively, you can start from scratch with a few descriptive sentences about the video you’d like to create, and wait for Flyr to pick out keywords and supply a background image, a spiffy font, and color-coordinated overlays automatically. If the elements aren’t to your liking, you can swap them with a simple tap and swipe to the left or right.

Flyr’s customization tools don’t stop there. You can pull in videos from YouTube and other sources and edit them in real time, and Flyr taps Giphy to supply more than 75 million animated images. And advanced creators can embed interactive elements and links to webpages.

Once you’re finally satisfied with your video story, exporting it’s a cinch. Thanks to Flyr’s cloud-powered exporting technology, you can share your story to Facebook, Twitter, Instagram, and Snapchat in a single tap — there’s no need to render. Even better, you can change things like the video’s orientation and aspect ratio without the need to generate a new one.

Flyr, which launched publicly in March, has hit the ground running. It has $5 million in seed funding, and it’s looking for further investment to expand its Los Angeles-based team of five.

“We want to [democratize] the creation of video stories,” Uriostegui told TechCrunch in an interview. “Look at Facebook and Twitter — people love memes, but it goes deeper than that. The meme is very powerful. It transmits a cultural idea. I believe that this format can be like a new kind of language for people.”

Recent Google patent reveals new gestures for closing Android apps

Why it matters to you

Your phone could soon incorporate new gestures that make controlling and closing Android apps a lot easier.

Google is looking for new ways to make using Android easier and according to a recently filed patent, it may be turning to new gestures to do so. Just a week ago, we saw a patent Google had filed for a “smart drag and drop” system, and now we have a new way for users to close apps.

All a user has to do is swipe an ‘X’ on the screen to close an app, which we assume — at least on Android — would bring the user back to home screen. The patent, however, could have implications far beyond Android. A gesture like this, for example, could be used on a smartphone, computer, augmented reality headsets, and more — meaning the user only has to learn one set of gestures that can be applied to their entire digital life. That would mean that an application would not need to tell the user how to exit.

In fact, the patent notes different use cases. Images in the patent filing show use on a smartphone, computer, and even on a surface with a projector. The filing does not specifically note augmented or virtual reality, but it seems applicable to those too.

It makes sense. As the patent notes, currently, different apps and devices have different ways to interact with apps and ultimately close them, meaning that the space on the screen can’t be as optimized as it otherwise could be.

It will be interesting to see how, or if, Google implements the patent but even if it does not, we will continue to see improved gestures implemented by Google and other companies as time goes on. Will we see a new way to close apps in Android O? Only time will tell, but the patent was first filed in October 2015, so if Google has not implemented it now, it may well do so soon.

You can see the patent filing for yourself here.

Customized Microsoft Cortana app will support Samsung Galaxy S8, S8 Plus

Why it matters to you

If you want a highly integrated Android device with the best Microsoft Cortana support, then the Galaxy S8/S8 Plus Microsoft Edition looks like the best option.

Microsoft’s phone business has largely dried up, and the company is moving forward with its cross-platform strategy of making sure its mobile apps and productivity solutions are well-supported on Android and iOS. While Microsoft may one day produce the long-rumored Surface Phone, in the meantime it’s focusing its efforts on making sure that mobile users are using Microsoft solutions no matter the platform.

One of the company’s more surprising marketing decisions involves offering a special version of Samsung’s Galaxy S8 and S8 Plus in the Microsoft Store, preloaded with a range of Microsoft’s apps and dubbed the “Microsoft Edition.” Now, it appears to be taking another step in creating a customized Samsung experience with a targeted version of Cortana, as Neowin reports.

Microsoft’s digital personal assistant Cortana already runs well on Android, providing a number of important features expected from such software and integrating closely with Windows 10. In fact, running Cortana on an Android device makes for a solid experience when paired with a Windows 10 PC, sharing notifications and allowing reminders and other Cortana actions to carry across platforms.

The preview version of Cortana that has popped up in the Google Play store is called “Cortana for Samsung (Unreleased),” and any Android user can download and install it on any supported Android device. By all accounts, it functions the same as the standard Android version of Cortana, but it indicates that Microsoft could be planning a custom version of the app for the Samsung Galaxy S8/S8 Plus Microsoft Edition handsets.

Neowin further speculates that the custom version could provide optimized support for the dedicated hardware button that currently launches Samsung’s Bixby personal digital assistant. We won’t know until the version officially ships, of course, but adding in the ability to map the button to open Cortana instead of Bixby makes some sense.

These are definitely interesting times in Microsoft’s ongoing transition into a “mobile-first, cloud-first” productivity solutions company. Making sure that Cortana runs well on optimized Android devices is one way that Microsoft can maintain a presence in the mobile marketplace while preparing its long-term plans to get back into that space.

The best waterproof smartphone you can buy

Who says electronics and water don’t mix? Smartphones that can handle the rain, a dunk in the bath, or a tumble into a puddle aren’t the rarity they once were, and we’re not only talking about underpowered, basic phones covered in chunky rubber either. Today, some of the very best smartphones you can buy aren’t afraid of the wet stuff.

Maybe you work outdoors; are tired of being afraid of having something spilt on your precious phone; or you just want to Tweet while you shower in the morning. Whatever the reason, a water-resistant smartphone is at the top of your shopping list. The question is, which one is the best for you?

Here are our top four phone picks, plus some cases if you don’t want to change your existing device, to make your search much easier.

Our pick

Julian Chokkattu/Digital Trends

Why should you buy this: It’s a curved beauty with plenty of power and an unbeatable display.

Who’s it for: Anyone who wants a high-powered flagship phone that’s waterproof

How much will it cost: $750

Why we picked the Samsung Galaxy S8:

You want a gorgeous smartphone with the latest tech inside, plus a super curvy screen? Then pick up the Galaxy S8. It’s a simply stunning smartphone with IP68 certification, which means that it’s capable of surviving in up to 1.5 meters of water for around 30 minutes.

The S8 boasts a Qualcomm Snapdragon 835 processor, with 4GB of RAM, and an excellent 12-megapixel camera on the rear and 8-megapixel camera on the front. On the software side, it runs Android 7.0 Nougat, with Samsung’s own TouchWiz user interface over the top, making it look a little different to Android on other phones.

That 5.8-inch Super AMOLED screen is the star of the show, with a 1,440p resolution and unbeatable vibrancy and brightness. There’s a 3,000mAh battery inside, which should be enough to see you through the day. While the IP68 rating indicates an ability to deal with liquids, the S8 has curved glass front and back, so there’s a serious risk of damage if you drop it.

If you’re willing to spend a little extra, you can get the S8 Plus, which sports a 6.2-inch screen, a bigger 3,500mAh battery, and the same IP68 certification. If your budget won’t stretch, then consider last year’s Samsung trio, the Galaxy S7, the S7 Edge, and the S7 Active — all three are IP68-rated and they’re falling in price.

Our full review

The best waterproof iPhone

Apple iPhone 7 Plus

Why should you buy this: Both iPhone 7 models resist water, but only the Plus has the fantastic dual-lens camera.

Who’s it for: Anyone who wants a water-resistant iPhone

How much will it cost: $770+

Why we picked the iPhone 7 Plus:

Really, the question here is why we picked the iPhone 7 Plus over the slightly more compact iPhone 7. The answer is simple, and it’s not because of the higher resolution, larger display. It’s because of the camera. The iPhone 7 Plus has two lenses, one of which has a clever telephoto system for a 2x optical zoom, a feature that’s rare on a smartphone. It works really well, bringing faraway subjects closer without losing quality.

It also boasts Apple’s Portrait mode, where picture backgrounds are blurred out to give the much sought after bokeh effect. It’s easy to use, and the end result usually looks fantastic, emphasizing the subject of your photo with an effect that’s more often found only on expensive DSLR cameras.

Apple’s A10 Fusion chip, new for the iPhone 7 range, is fast and capable, keeping iOS 10 running extremely smoothly. The body, especially in either of the new black colors, is sleek and stylish, with a very minimalistic design. Apple’s TouchID fingerprint sensor, with uncanny haptic feedback to make it feel like a button, is still the best available, and the stereo speakers make the iPhone 7 Plus sound better than ever.

There is one, standout downside to the iPhone 7 and 7 Plus, and that’s the lack of a 3.5mm headphone socket. Yes, it can be a real pain, but an adaptor is included in the box so you can use your existing headphones through the Lightning connector, or do as Apple wants and get yourself a wireless Bluetooth set and not worry about cables at all.

Water resistance has been a long awaited feature on an iPhone, so what should you expect? Apple calls the iPhone 7 Plus splash, water, and dust resistant and the phone has received an IP67 rating, which makes it slightly less watertight than the Galaxy S7 family. It should survive in water up to a meter in depth for 30 minutes, but only “static” water, rather than the sea or a river.

Our full review

The best waterproof Sony phone

Why should you buy this: It’s the water-resistant Sony phone with the best specifications.

Who’s it for: Sony devotees wanting the best performance and specs from their new water-resistant phone

How much will it cost: $800

Why we picked the Sony Xperia XZ Premium:

Water resistance has long been a mainstay feature on Sony’s smartphones, and for a while, it was one of the few manufacturers offering a flagship phone that could survive a dunking. While Sony has made things awkward for buyers in the U.S. — most of its phones are only available unlocked and without a contract — the company still has its fans, and if that’s you, the Sony phone we currently recommend is the Xperia XZ Premium.

Occupying the top step in its current range of smartphones, the XZ Premium squeezes a Qualcomm Snapdragon 835 processor, 4GB of RAM, and a 19-megapixel camera into a compact metal body with a 5.5-inch screen. An incredible 3,840 x 2,160 pixel resolution offers unparalleled clarity and there’s support for HDR, too.

It has the same IP68 rating as the Galaxy S8, so it will keep water out to a depth of 1.5 meters for 30 minutes, and make sure dust isn’t a problem either. The decision to change from the Z series trademark glass body to a metal one makes the device slightly more resilient in the event of a fall too. We like the shape and feel of the Xperia XZ Premium, where symmetry and simplicity rule. The chrome finish is especially eye-catching, though it is a fingerprint magnet.

There are a few issues worth noting, though. In the U.S., the fingerprint sensor is disabled (but not in Europe), and the phone is also very expensive. The display scales down to 1080p unless you play 4K content on it. If you prefer something a little smaller, then the Xperia XZ might interest you and it also boasts IP68 certification, though it has less power under the hood and sports a standard 1080p display.

Read more here

The best rugged waterproof phone

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Why should you buy this: It’s the most rugged phone you can buy with solid drop protection and water resistance.

Who’s it for: Climbers, hikers, construction workers, and clumsy people who want to know how hot things get.

How much will it cost: $600

Why we picked the Caterpillar Cat S60:

If all you care about is a phone that will still work after it gets dropped, bashed about a bit, or spends time in quite a lot of water, then the Cat S60 is definitely the phone for you. It looks a fright, but the IP68 rating is good for 60 minutes in water down to a depth of 5 meters, plus the MIL-STD-810G rating keeps it safe from dust, radiation, and shocks. The tough body will treat a fall from 1.8 meters onto concrete like it was nothing.

By chance, if during all this abuse, the need for thermal imaging arises, the S60 will step up to this task as well. In a partnership with sensor company Flir, the S60 has an unusual thermal camera alongside its standard 13-megapixel camera. It works with a special app to show heat palettes, temperature, and hot spots.

The rest of the phone isn’t quite so high spec as the others on our list. A Qualcomm Snapdragon 617 processor and 3GB of RAM provides the power, while the 4.7-inch screen has a 1,280 x 720 pixel resolution. However, no-one will be buying the S60 for top specs or outstanding style. It’s all about survival, but the S60 is definitely more Ray Mears than Bear Grylls.

Read more here

The best waterproof case for your phone

lifeproof_bestof

Why should you buy this: Cheaper than getting a new phone, it’s a fast and convenient way to add protection.

Who is it for: Anyone who doesn’t want to change their phone, but wants to protect it from the elements

How much will it cost: $8 to $60

Instead of hunting around for a cheap phone that provides water resistance, why not just buy the phone you want, and put it in a waterproof case? There are various options out there, but we like the following three choices.

The Lifeproof Fre promises to protect against water, dirt, snow, and from sharp impacts. It covers the whole of your phone, including the screen and all the ports, so be prepared for an increase in overall size and weight. It’s a small price to pay for such a high level of protection. The LifeProof Fre cases are available for the Galaxy S5, S6, S7, and S8 along with all iPhone models from the iPhone 5, plus for the Google Pixel phones and other models.

Catalyst are a great alternative to LifeProof’s cases, and come in versions suitable for all iPhone models since the iPhone 4, and even includes cases for the Apple Watch and the iPad range. Tested to IP68 levels and a depth of 10 meters, the cases protect against water, snow, dust, and dirt. Catalyst has paid attention to the little things, like ensuring Touch ID still works as you want it to, and the camera lens cover is of high enough quality to not ruin any pictures.

If a custom waterproof case isn’t available for your phone, or you want a really cheap, reliable system, then get a universal “dry bag” type case, which seals your phone inside a pouch and keeps all the elements out. There are plenty of choices out there, in various colors, such as this one from Mpow, and this one from Joto. Both have an IPX8 rating and will take phones with screens smaller than 6-inches inside.

Read more here

IP What? What those IP ratings actually mean

When we talk about waterproof hardware, we often refer to an IP rating. This stands for Ingress Protection, and is usually followed by a number, which refers to its ability to withstand water and dust. The first digit relates to solid particle protection and the second digit to liquid.

All the phones on our list meet IP67 or IP68 standards. IP numbers that start with a six mean the device features complete protection from dust, and will ward off particles to the extent where none can find their way in. It’s the highest rating currently available, and is considered “dust tight.”

To meet the IPx8 standard, the device must continue to function normally after being left in water “continuously,” although the exact details are usually down to the manufacturer. For example, Samsung says the Galaxy S8, “Can be immersed in 1.5 meters of water for up to 30 minutes.” Drop that down to an IP67 rating, and the depth changes to a meter, and protection is only for a short time.

Here’s a complete breakdown of what all the IP codes mean, if you want to check out other ratings. It’s worth pointing out that while we call these phones waterproof, they remain so at best for a limited amount of time, and are technically water resistant. In other words, we don’t advise you to deliberately submerge any of them, especially not for very long, but it’s still nice not to have to worry if an accident happens.

How we test

Keys, wallet, smartphone. That’s how the mantra goes when most of us leave the house, ensuring nothing essential has been left behind. Because our phones are now such an important part of our everyday life, choosing the right one requires the same degree of research as a new car, or a new computer. We know this, which is why each phone we review becomes part of our everyday life. We want to tell you what it’s like to live with, before you put down your money.

We check our emails, play games, take photos (lots of photos), browse social media, watch video, and much more besides to see how the phone performs in the situations you will most often encounter. On the technical side, we’ll check the benchmark results and dive more deeply into the software, but it’s regular use that tells us what we want to know.

From this, and similar experience with other devices on the market, we can advise you on which model to buy. If it’s not worth it, we’ll say, and let you know the reason. You’ll know if we love it too, because we’ll sing its praises repeatedly. We use our phones all the time, and form quite an attachment to them, so the decision on which one to buy isn’t to be taken lightly. It makes sense for us not to treat reviewing them lightly either.

Updated on 05-04-2017 by Simon Hill: Added Samsung Galaxy S8 and Sony Xperia XZ Premium.

Worst quarter for paid TV subscriptions points to a cord cutting future


A report by MoffettNathanson found that the pay cable industry lost 762,000 subscribers in Q1 2017, the worst drop ever. To compare last year’s Q1 saw a mere 141,000 subscribers lost.

Analyst Craig Moffett said that the “Pay TV subscriber universe [shrank] at its worst ever annual rate of decline (-2.4%)” and there have been 6.5 million cord-cutter (and the new “cord-never” user who doesn’t install a Pay TV source at all) watchers since 2013.

What does this mean? First it’s clear that cord cutting his here to stay. Now that nearly every must-watch program is available via streaming and, in many cases, all at once via Netflix and other services there is even less impetus to channel surf, once the primary mode of TV discovery. This means networks have to work harder to get their content in front of receptive audiences and it also means that services like Netflix and Hulu are truly taking a huge chunk of the TV entertainment market. Now that sports and international programming is headed to streaming we can only expect this trend to accelerate.

All of this churn is making the cable carriers restless. They are currently blaming retention offers for their inability to keep customers. Moffett, however, isn’t fooled.

“Whatever the cause, it seems naïve to suggest that we have seen the worst of the trend. Instead, this is almost certainly just the beginning,” Moffett told Multichannel, a news outlet covering TV and cable.