Higher Profile Low Profile
Examples Facebook, Linkedin, Google Plus Whatsapp, Instagram, Kik, Viber, Snapchat, Whisper
Attributes Encourages users to create extensive public
profiles. Links profiles across related apps.
Profile attempts to reflect real world, real name
Can be used with limited (or no) profile. Profile can be
avatar, representative or nickname.
Driver Advertising. Tracking & Auditing of user
behavior. Building comprehensive
demographic and behvioral profiles to sell to
Privacy. Users want Social Space where they can
interact freely and express themselves without fear of
public excoriation or reprisal
Outlook HPAs will suffer gradual erosion of customer
base, particularly in the sensitive youth market.
Effect will eventually feed-through until apps
become old or irrelevant.
LPAs will rise to prominence and eventually be acquired
by larger players. Their continued significance will rest
on the acquirer’s capacity to allow the app to stay largely
unconnected to the HPA.
More From Graham Brown’s Series on How to Sell Technology
Fans, Observers, Skeptics and Critics: The 4 Types of People in Your Marketing Team and how to deal with them
What the Oscars and Ellen’s Selfie teaches us about selling mobile phones
Privacy drives the next wave of Social Media Apps
Give customers what they need: Not more technology but more Social Space
Why you need to become a Farmer not a Hunter to sell technology
The 3 Pain Points: What Really Motivates Customers
Technology Companies need to Embrace the Unofficial or Die
The Paradox of Quality: Why Better Technology Fails
Why People Buy Technology: Social Proof
The 90-10 Rule: Focus on the 10% that influences the 90%
These 2 Social Experiments Show How Stories Sell Technology
The Key To Marketing Technology is Breaking Down the Walls
If you want to sell technology, stop trying to “have a conversation” with your customers
Don’t Teach a Pig to Sing: Why you should master the internal sale first when selling technology
Change Your Metaphors: How great leaders sell technology