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    Mitx Slides July07 1 Mitx Slides July07 1 Presentation Transcript

    • 1
    • 2 marketing sciences applied Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 3 Nick Quagliara, Chris Heitmann, Stephen DiMarco, Dan Gallagher, M.S IU School of EVP One to One CMO Compete.com VP of Audience Informatics Interactive, & Architecture Managing NetworkWorld Jeffrey Director OTOlabs Bardzell, Ph.D. Shaowen Bardzell, Ph.D. Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 4 Disaggregated Media Landscape Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 5 The Disruption is Now Massive change in media consumption Atomization – started with RSS Re-aggregation by users Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 6 Disaggregated Media Characteristics Consumer Controlled – Permission Addressable Modular – scalable by platform Customizable – personal, timely, location Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 7 Four Disaggregated Media Types Branded Desktop Apps Widgets Desktop Desktop Widgets communicators Personal Web ScreenMates Widgets / Start Page Modules Email / RSS Public Web Widgets Mobile Platforms Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 8 Desktop Widgets Yahoo Widgets | Apple Dashboard | Vista Sidebar | Google Gadgets Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 9 Desktop Widget Example: Vail Resorts Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 10 Personal Web Widgets / Start Page Modules My Yahoo! | iGoogle | Live.com | Netvibes | Pageflakes Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 11 Public Web Widgets MySpace – 68mm users Facebook – 26mm users Blogs – 60 million identified blogs Blogger Typepad Wordpress Many more Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 12 Public Web Widgets: Red Bull Roshambull Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 13 Top Public Web Widgets Worldwide Thousands of Users 150.0 117mm 112.5 82mm 75.0 30mm 28mm 25mm 37.5 0 Slide RockYou PictureTrail PhotoBucket BunneyHeroLabs Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 14 Branded Desktop Applications (BDAs) Stand-alone executable applications driven from internet data sources Highly configurable, unlimited functionality Desktop alerts: audio, dialogues, animated Communicators deliver highly relevant messaging ScreenMates bring characters to life Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 15 BDA Examples Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 16 Email / RSS Email has nearly universal penetration 97% of online consumers Email remains a staple of online marketing 94% of interactive marketers use email 5% average click-through since 2003 Use email to seed other platforms RSS is foundational for widget ecology Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 17 Mobile Platforms Apple iPhone ZenZui – Microsoft Spin-out Mobile Application Platforms Windows Mobile Palm Blackberry Brew J2ME Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 18 Beyond: Smart Devices, Special Platforms and Personal Media Players Tivo Apple TV Emtrace WidgetStation ModivMedia Joost Verizon FIOS Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 19 Using Disaggregated Media This is the destination, not your website Start with anonymous permission Build a network, not a campaign Think like a publisher Build deep roots and gather data over time Enable personalization and customization Not just impressions but engagement Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 20 Disaggregated Media Survey Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 21 44% of online consumers use desktop applications, widgets, gadgets, or modules online socialites (people who use social network sites) are slightly more likely (47%); only 4% of respondents have heard of “disaggregated media” How frequently do you use desktop applications, widgets, gadgets, or modules? (July 2007 N=480 ) 28% 23% 21% 17% 6% 5% Less than once About once per A couple times About once per About once per Multiple times per month month per month week day per day Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 22 what desktop applications, widgets, gadgets, or modules do you use? Messenger (AOL, Google, Yahoo, MSN) 1.Instant 2.Google (Desktop, Toolbar) 3.Yahoo (Homepage, IMVironments, Toolbar) 4.Screensavers Firefox Plugins 5.Mozilla Sorry Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 23 30% of daily users spend more than 3 hours per day How many hours per day do you use desktop applications, widgets, gadgets, or modules? (July 2007 N=247) 38% 32% 18% 7% 5% Less than 1 1 – 3 hours 3 – 5 hours 5 – 10 hours More than 10 hour hours Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 24 Both traditional and viral channels can be effective for distribution How did you find out about the desktop applications, widgets, gadgets, or modules? (July 2007 N=480) 38% 30% 22% 8% 2% Online banner ad search engine home website News article Friends, family, or colleagues Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 25 More people are concerned about productivity/ wasting time than any other issue How concerned are you with the following? (July 2007 N=480) 46% 45% 35% 24% 24% Privacy Issues Computer Spam Becoming Wasting Time Speed Unproductive Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 26 Disaggregated Media Design Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 27 New Architecture, User Experience, and Best Practices New architecture, new usability issues Emerging best practices Facebook: Four successful design features Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 28 Mental models: traditional applications Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 29 Disaggregated media Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 30 A simple example: Microsoft Word Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 31 Extending the application online: Word Help Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 32 An RSS aggregator Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 33 A simple view of disaggregated media Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 34 A specific case: Slide.com Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 35 A B Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 36 Changes in Application Architecture Change How do I install/uninstall? Where do I get support? What belongs to what? Who has ownership? What application state am I in? Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 37 Emerging Best Practices Improving the user experience in the era of disaggregated media Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 38 Research Samples: Disaggregated media samples •Google Desktop •Screen Mates •Interactive Wallpaper •Facebook Applications •Top 50 by users •Bottom 50 by users •Study of hundreds of Facebook user comments and reviews Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 39 Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 40 Suggestions for design 1) Set expectations for users Users should almost immediately understand the main features and goals of the application. Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 41 Unexpected behaviors “Couple of fish have swam away and no longer appear in my tank? WTF why is this happening?” Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 42 Unexpected behaviors - Virtual money disappearing (Food Fight) - Sony Music Box user complained, “why does it say ‘morgan has added a new video to HIS’ when I'm a girl!?” Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 43 Suggestions for design 1) Set expectations for users 2) Installation should be easy Users should know how and where to initiate install and uninstall operations. Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 44 Difficulty controlling application state “I spent 2 hours on a grafitti and when clicked I done, this message saying quot;Building Image...quot; pops out and I've already been waiting 7 hours for it to save! DAMN! Is anyone else experiencing this?” Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 45 Difficulty controlling application state “Seriously, whats up? Any attempt and button I press to remove it just does nothing.” (regarding iLike) Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 46 Suggestions for design 1) Set expectations for users 2) Installation should be easy Users should know how to get answers to 3) Provide appropriate reasonable questions about features, installation, documentation and customization. But don’t overdo it: No one wants to read a 75-page PDF just to use a weather widget. Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 47 Simple overview of key features and workflow Links to more in-depth help Links to required helper applications Regularly updated: Developers remain engaged with product, users Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 48 Suggestions for design 1) Set expectations for users 2) Installation should be easy Users like to express opinions, ask for help, and 3) Provide appropriate brag about their accomplishments. Offer forums, documentation “walls,” or other simple mechanisms for such 4) Provide outlets for user expression. Application developers can learn a lot discussion from them. Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 49 1 3 2 4 Users have 4 different ways to communicate about this application: [1] extended conversation [2] one-shot statements [3] with the developer directly [4] with Facebook Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 50 Facebook Applications User counts* Top Friends 8.8 million Graffiti 4.9 million Like 4.7 million Fortune Cookie 4.5 million Video 4.3 million * Note that Facebook opened up it’s platform to 3rd party apps on May 25th. Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 51 Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 52 Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 53 Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 54 Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 55 Fortune Cookie Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 56 User Counts 1772 applications Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 57 Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 58 Researcher Insights (mostly based on Facebook) Developers can interact directly with users, who effectively become beta testers Discussion boards become social outlet Brands alone are not sufficient to make the app popular NFL, NBA, NHL apps Patriots (140 users) Colts (109 users) Sony Music Box (1,600 users) -Good branded apps can be successful Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 59 Four Successful Design Features Inferences Based on the Top and Bottom 50 Apps in Facebook Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 60 Four Characteristics of successful apps Self-expressive Casual Games Social Creative Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 61 Sharing personal beliefs Status updates (Twitter) Favorite bands, movies, etc. Causes Self-expressive Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 62 Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 63 Pick up and play Goal-oriented gameplay gaining status or levels simple competitions between friends Casual Games Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 64 Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 65 Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 66 Exchange interactions enhanced poke feature sending gifts Fun “magic” predictions fortune cookie horoscopes Social Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 67 Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 68 Mostly simple compositions from preexisting assets Drawing apps (Graffiti) Slide shows (Slide/Rock You) Playlists Creative Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 69 Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 70 Case Example: Network World iDemand Creating a new audience channel Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 71 About NetworkWorld Leading IT networking media brand Controlled circulation weekly magazine of 170K qualified subscribers audited by BPA NWW.com has about 1.5M uniques/5M PV monthly NWW sends out about 12m NLs per month to about 400k NL subscribers Along with CNN & NYT named one of the 10 great websites in media by B-to-B Magazine July 2007. Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 72 Publishing Landscape Mailing & print production costs on the rise Print advertising is in decline The ability of new media to be measured is attracting more and more marketing dollars Online’s low barrier of entry has created a crowded marketplace with more competitors Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 73 How Magazine publishing has evolved Up until 10 years ago…the magazine was at the center Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 74 How Magazine publishing has evolved In the last 10 years…the brand is now at at the center ? Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 75 Key attributes for media brands that need to be reflected in a delivery channel Trusted Source: Positively reinforces the brand experience Mobile/Offline: Available to those on the go…online or offline Uniquely Packaged: Content and brand brought together uniquely Personal/Custom: A targeted experience for each user Highly Topical: Enabling a content experience that is highly focused Timely: Take full advantage of the immediacy of the online High-Switching Costs: Easy to stay loyal/hard for competitors Viral: Advocacy tools that enable pass-alongs to broaden the audience Blended Media: Blending media types into a cohesive experience Community: Enable the audience to connect with each other Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 76 ? Magazine Email NLs RSS NWW.com Trusted Source Mobile/Offline Uniquely Packaged Personal/Custom Highly Topical Timely High-Switching Costs Viral Blended Media Community Key attributes and the various delivery channel Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 77 iDemand Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 78
    • 79 Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 80 Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 81 iDemand Results 10k installs in 2 months with 80% delivery/install 6k deliveries count against our controlled circulation of 170k. Only mailing 164k magazines mailed each week with audited circ at 170k 13-15 average monthly interactions per user/month with iDemand compared to 2-3 monthly interactions per user/ month on the web. Advertising click-throughs are 3 to 4 times higher than comparable web positions Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 82 thank you | q&a Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
    • 83 contact information One to One Interactive 529 Main Street Charlestown, MA 02129 Phone: 617.425.7300 Fax: 617.242.0632 London, UK 1-2 Hatfields London SE1 9PQ, UK Phone: +44.845.095.0200 General Inquiries: info@onetooneinteractive.com web: http://www.onetooneinteractive.com blog: http://www.otoinsights.com Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!