Enabling the application economy
David Armano, who has a great blog and recently held a good presentation at Interaction’08, had a post a week ago about what he calls the Application Economy. What appealed to me was the take on advertising and usefulness in that post.
The biggest threat to advertising is useful
How most people use the web is to save time, a mainstream user may not spend hours at Facebook or MySpace, but instead do a couple of Google searches, check the inbox and then browse a newspaper. To add more noise (advertising) under those circumstances will never be an effective way of generating value/revenue/attention to a brand.
Today we still have an Interruption Economy that pays for the Application Economy. However that will change as more companies discover the effects of applications. One of the greatest examples so for is probably Nike Plus, having a sweet integration with both the iPod and the website, with it it’s more fun to run.
I like the notion of looking at applications as enablers, which also implicates that they create value for the person using it. When you use the application it enables something else it might be time, friends or an experience. A lot of companies are aware of the Application economy but still can’t figure out how to execute on it.
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One Comment
- Jonathan replied:
there’s a fine line between ads and references to commercial information. Maybe that difference should be labeled what’s ‘useful’ or not, but the obtrusiveness is a reference to the design (not purely graphics, but it’s form)… less + smarter ads = less noise.
February 20th, 2008 at 12:18 am. Permalink.
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