Holy social networking, Batman!
Major news today in the world of social networking. Google has announced their OpenSocial Alliance, a way for developers to build social applications that span more than one social network. Michael Arrington of TechCrunch calls it “a set of common APIs that application developers can use to create applications that work on any social networks (called “hosts”) that choose to participate.” Hosts include Orkut, Salesforce, LinkedIn, Ning, Hi5, Plaxo, Friendster, Viadeo and Oracle.
Now comes word that the biggest Daddy of them all, MySpace, is joining, which would make everyone except Facebook a part of the alliance. Facebook, in my judgment, will have no choice but to join. So much for the value propositions that led to its $15 billion valuation last week.
In so doing, Google has again taken the position of facilitator regarding web applications. Rather than build its own social networking application (it already has one in Okrut) to compete with Facebook, it has chosen the path of adapting to the whole web as its platform. This is so smart.
Diane Mermigas agrees:
Google’s ability to create value and seize control of reinvented markets has been at the very heart of its more than 700%-plus growth from a $4.8 billion to a $220 billion company since going public three years ago. Google’s core services and technology are so fundamental to all things interactive, it can put itself in the middle of any trend or business and blow away competitors. The combination of Google’s scale and agility, vast resources and consumer intelligence make it the $700-plus share gorilla in the media space. And its social-networking plan is just another step toward cyber-world domination.
At the end of all of this is a very big hand in the growth and development of the portable web, a term I use to describe interactive media away from desktops or laptops. Its uses are, in some ways, the same as the WWW, but in other ways, it’s quite different. It’s much more personal, interactive, and reflective of the user’s real world persona. We need to watch this space and participate with great care, because the rules are being written every day.
So what can we glean from this that will help us downstream.
- Everything is going mobile. By talking with Verizon and Sprint, Google is setting the stage for their operating system to become the mobile standard for, well, everything except the bloody phone itself. This doesn’t have to be seen as directly competing with our efforts, because Google’s mission is not to control so much as it is to enable. I have always been impressed by how focused the company has been on this goal, and this “enabling” message is one I constantly share with local media companies.
- The OpenSocial Alliance will marry all of these applications in such a way that it finally makes sense to join many different social networking sites. My problem with the whole social networking concept is the same with the Web as a whole — how do you keep track of so much information? By participating with Google on this, I think everybody eventually wins. Assuming alliance members allow developers access, we could see some really interesting stuff coming down the pike.
- Privacy, I believe, will be in the hands of individual users, simply because that’s been Google’s model all along. Call me naive, but I don’t think the company’s “do no evil” slogan is just marketing. I think it’s the path to prosperity in the new world. There won’t be a need for a “Do Not Track” list, because tracking, in Google’s paradigm, doesn’t include blinking and whirling or other disruptive ad attacks so popular with Madison avenue. I’ve seen enough from Google to give them the benefit of the doubt in this one.
Interesting times, indeed.
November 4th, 2007 at 6:20 am
[…] Like Mermigas, Terry Heaton sees Google’s move as further positioning to become the world’s dominant mobile advertising platform. […]
December 5th, 2007 at 12:00 pm
Could VOIS.com become another Facebook?
Since the advent of social networking sites in 1997, the phenomenon has taken the world by storm. Once called a passing fad social networking is now a thriving business, in 2006, alone it garnered over $6.5 billion in revenue, while the three biggest players, connected over 280 million subscribers in a way never known before to society. This form of connection has drawn the globe closer together than anyone ever predicted.
Just a few years ago, MySpace.com, solely dominated the social networking site market with almost 80% of the social networking site market but now websites like Facebook entered the social networking site race becoming the 8th most viewed website in the U.S. according to web measuring traffic site Alexa.com. Facebook.com which originally started at Harvard University , later extended to Boston area schools and beyond has mystified many naysayer’s with its explosive growth over the last three years and an astounding asking price of $10-$15 billion dollars for the company. But who will be next?
Who will carry the torch into the future?
With the rapid growth of the likes of MySpace and Facebook the burning question on everyone’s tongue is who is next? As with any burgeoning field many newcomers will and go but only the strong and unique will survive. Already many in the field have stumbled, as indicated by their traffic rankings, including heavily funded Eons.com with its former Monster.com founder at the helm, Hooverspot.com and Boomj.com with its ridiculous Web 3.0 slogan. There are many possibilities but it is a dark horse coming fast into view and taking hold in the social networking site market at the global level that has us interested the website - Vois.com. Less than a year ago, this newest contender directed at 25 to 50 years olds graced the absolute bottom of the list with its website ranked at a dismal 5,000,000. With not so much as a squeak this rising star has come from the depths of anonymity growing an eye-popping 10,000% in less than one year to make itself known worldwide now sporting a recent web traffic ranking in the 5,000 range.
Understanding the Market
When people in the United States hear about Facebook and other services such as MySpace the widely held belief is that these websites are globally used and are as synonymous as Google or Yahoo in regards to having a global market presence. This idea is completely misguided. Now it is true that both of these social networking giants are geared to service the western industrialized cultures but when it comes to the markets of the future, the emerging markets, they have virtually no presence. The sites themselves are heavily Anglicized, and Facebook in particular has an extremely complicated web interface that eludes even those familiar with the language, making them virtually inaccessible in other parts of the world even where English is the main language.
Our interest in Vois is global and geopolitical. Simply, Vois understands this lack of market service and is building its provision model on a global research concept developed by Goldman Sachs a few years ago. The concept is basically predicated on the belief that beginning now using current economic models and continuing those models over the next few decades will lead to a major paradigm shift in the world regarding nations who are current economic leaders like those being the USA and the other members of the G-7 and those who will become dominant in the world economy mainly the BRICs. In the Goldman research report Goldman highlights the fastest growing nations and has dubbed them with the two acronyms BRIC’s and N-11. BRIC standing for ( Brazil, R ussia, India and China) representing the fastest growing economies and N-11 or what are being called the Next-11 representing the next 11 countries to emerge as future important economies such as Bangladesh, Egypt, Indonesia, Iran, Korea, Mexico, Nigeria, Pakistan, Philippines, Turkey and Vietnam. This approach has already been implemented with some success with companies like Orkut, who has over 80% of the market share in Brazil and large holdings in India and Eastern Europe . Other providers such as Hi5 have the world as their focus and are making great strides in global market share while Facebook builds itself into a niche provider wholly unready to take on the world.
A Growing Presence
As Vois breaks new ground in the world market pursuing previously ignored demographics, they afford themselves the opportunity of tremendous growth unfettered by the giants such as Facebook and MySpace. While cultivating this new user base, Vois will also be able to monopolize on their business revenue strategies, creating an area of commerce that will make their site increasingly attractive to business and users the world over. This concept, dubbed sCommerce, allows the subscriber to promote themselves in both personal and a professional fashion while giving them the option of setting up shop on the site. This approach will allow business owners to target their market in a way never before allowing them to focus on interested groups of individuals while providing follow-up without having to commit to wasteful blanket campaigns that are typically the order of the day. This newfound border will allow Vois to explore new revenue models while provide a tremendous service for both their regular subscribers and business subscribers alike. With all this going on, rapid traffic growth to the site, we pose the question - is Vois the next Facebook, it sure looks like it but only time will tell….