mitx slides july07 1

marketing sciences applied

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Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!

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Chris Heitmann, EVP One to One Interactive, Managing Director OTOlabs

Stephen DiMarco, CMO Compete.com

Nick Quagliara, M.S IU School of Informatics

Jeffrey Bardzell, Ph.D.

Shaowen Bardzell, Ph.D.


Dan Gallagher, VP of Audience & Architecture NetworkWorld

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Disaggregated Media Landscape


The Disruption is Now

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Massive change in media consumption

Atomization – started with RSS

Re-aggregation by users


Disaggregated Media Characteristics

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Consumer Controlled – Permission

Addressable

Modular – scalable by platform

Customizable – personal, timely, location


Four Disaggregated Media Types

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Widgets

Desktop Widgets

Personal Web Widgets / Start Page Modules

Public Web Widgets

Branded Desktop Apps

Desktop communicators

ScreenMates

Email / RSS

Mobile PlatformsDesktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!

Desktop WidgetsYahoo Widgets | Apple Dashboard | Vista Sidebar | Google Gadgets

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Desktop Widget Example: Vail Resorts

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Personal Web Widgets / Start Page ModulesMy Yahoo! | iGoogle | Live.com | Netvibes | Pageflakes

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Public Web Widgets

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MySpace – 68mm users

Facebook – 26mm users

Blogs – 60 million identified blogs

Blogger

Typepad

Wordpress

Many more


Public Web Widgets: Red Bull Roshambull

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Top Public Web Widgets Worldwide

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0

37.5

75.0

112.5

150.0

Slide RockYou PictureTrail PhotoBucket BunneyHeroLabs

Thousands of Users

117mm

82mm

30mm 28mm 25mm


Branded Desktop Applications (BDAs)

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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


BDA Examples

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Email / RSS

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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


Mobile Platforms

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Apple iPhone

ZenZui – Microsoft Spin-out

Mobile Application Platforms

Windows Mobile

Palm

Blackberry

Brew

J2ME


Beyond: Smart Devices, Special Platforms and Personal Media Players

Tivo

Apple TV

Emtrace WidgetStation

ModivMedia

Joost

Verizon FIOS

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Using Disaggregated Media

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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


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Disaggregated Media Survey


6% 5%

17%

21%23%

28%

Less than once

per month

About once per

month

A couple times

per month

About once per

week

About once per

day

Multiple times

per day

44% of online consumers use desktop applications, widgets, gadgets, or modules

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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 )


what desktop applications, widgets, gadgets, or modules do you use?

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1.Instant Messenger (AOL, Google, Yahoo, MSN)2.Google (Desktop, Toolbar)3.Yahoo (Homepage, IMVironments, Toolbar)4.Screensavers5.Mozilla Firefox Plugins

SorryDesktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!

30% of daily users spend more than 3 hours per day

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32%

38%

18%

7%5%

Less than 1hour

1 – 3 hours 3 – 5 hours 5 – 10 hours More than 10hours

How many hours per day do you use desktop applications, widgets, gadgets, or modules?(July 2007 N=247)


Both traditional and viral channels can be effective for distribution

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8%

22%

30%

2%

38%

Online banner ad search engine home website News article Friends, family , or

colleagues

How did you find out about the desktop applications, widgets, gadgets, or modules?(July 2007 N=480)


More people are concerned about productivity/wasting time than any other issue

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35%

45% 46%

24% 24%

Privacy Issues ComputerSpeed

Spam BecomingUnproductive

Wasting Time

How concerned are you with the following?(July 2007 N=480)


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Disaggregated Media Design


New Architecture, User Experience, and Best Practices

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New architecture, new usability issues

Emerging best practices

Facebook: Four successful design features


Mental models: traditional applications

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Disaggregated media

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A simple example: Microsoft Word

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Extending the application online: Word Help

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An RSS aggregator

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A simple view of disaggregated media

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A specific case: Slide.com

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A B


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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?


Emerging Best PracticesImproving the user experience in the era of disaggregated media

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Research Samples:

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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


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Suggestions for design

Users should almost immediately understand the main features and goals of the application.

1) Set expectations for users


Unexpected behaviors

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“Couple of fish have swam away and no longer appear in my tank? WTF why is this happening?”


Unexpected behaviors

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- 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!?”


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Users should know how and where to initiate install and uninstall operations.


2) Installation should be easy


Difficulty controlling application state

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“I spent 2 hours on a grafitti and when clicked I done, this message saying "Building Image..." pops out and I've already been waiting 7 hours

for it to save! DAMN! Is anyone else experiencing this?”


Difficulty controlling application state

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“Seriously, whats up? Any attempt and button I press to remove it just does nothing.”

(regarding iLike)


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Users should know how to get answers to reasonable questions about features, installation, and customization. But don’t overdo it: No one wants to read a 75-page PDF just to use a weather widget.



3) Provide appropriate documentation


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Simple overview of key featuresand workflow

Links to more in-depth help

Links to required helperapplications

Regularly updated: Developersremain engaged with product,users


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Users like to express opinions, ask for help, and brag about their accomplishments. Offer forums, “walls,” or other simple mechanisms for such expression. Application developers can learn a lot from them.



3) Provide appropriate documentation

4) Provide outlets for user discussion


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2

3

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Users have 4 different ways tocommunicate about thisapplication:[1] extended conversation[2] one-shot statements[3] with the developer directly[4] with Facebook


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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.


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Fortune CookieDesktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!

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User Counts1772 applications


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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


Four Successful Design FeaturesInferences Based on the Top and Bottom 50 Apps in Facebook

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Four Characteristics of successful apps

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Self-expressive

Casual Games

Social

Creative


Self-expressive

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Sharing personal beliefs

Status updates (Twitter)

Favorite bands, movies, etc.

Causes


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Casual Games

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Pick up and play

Goal-oriented gameplay

gaining status or levels

simple competitions between friends


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Social

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Exchange interactions

enhanced poke feature

sending gifts

Fun “magic” predictions

fortune cookie

horoscopes


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Creative

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Mostly simple compositions from preexisting assets

Drawing apps (Graffiti)

Slide shows (Slide/Rock You)

Playlists


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Case Example:Network World iDemandCreating a new audience channel


About NetworkWorld

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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.


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

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How Magazine publishing has evolvedUp until 10 years ago…the magazine was at the center

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How Magazine publishing has evolvedIn the last 10 years…the brand is now at at the center

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??


Key attributes for media brands that need to be reflected in a delivery channel

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Trusted Source: Positively reinforces the brand experienceMobile/Offline: Available to those on the go…online or offlineUniquely 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 competitorsViral: Advocacy tools that enable pass-alongs to broaden the audienceBlended Media: Blending media types into a cohesive experience Community: Enable the audience to connect with each other


Key attributes and the various delivery channel

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Magazine Email NLs RSS NWW.com ?Trusted SourceMobile/OfflineUniquely PackagedPersonal/CustomHighly TopicalTimelyHigh-Switching CostsViralBlended MediaCommunity


iDemand

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iDemand Results10k 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


thank you | q&a

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contact information

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One to One Interactive

529 Main StreetCharlestown, MA 02129 Phone: 617.425.7300Fax: 617.242.0632

London, UK1-2 HatfieldsLondon SE1 9PQ, UK Phone: +44.845.095.0200

General Inquiries:[email protected]

web:http://www.onetooneinteractive.com

blog:http://www.otoinsights.com


mailto:[email protected]

mailto:[email protected]

http://www.onetooneinteractive.com

http://www.onetooneinteractive.com

mitx slides july07 1

Business