  In this paper we analyze the effect of the massive deformation of the ABJM
model on the calculation of conductivity of the dual theory. We show that some
of the difficulties presented by the dual geometry, in particular the
construction of black holes therein, can be at least partially circumvented by
adopting a membrane paradigm-like computation of the conductivity, which
requires us to know just the effect of the deformation on the {\it horizon} of
a black hole in AdS${}_{4}$. The deformation at the horizon itself is found by
first deforming the flat space near the horizon, and then using the
corresponding solution near the horizon as initial conditions for the
Einstein's equations. We find the same result, showing an increase in
conductivity, using two types of membrane paradigm computations.
