I recently read a ‘filler’-article in Fortune Magazine, entitled “The luxury of choice.” It’s about how more and more products today are being customised for picky end-consumers. The way society is evolving, I think that such ‘pickiness’ is something that is more and more on the rise.

I wonder if such a thing also applies to software, by which I mean anything that can be coded and presented to someone on a screen (so web-apps as well). Traditionally, the power of software has certainly been to mass-produce the same thing, save on storage, reproduction, and distribution, and collect the cash.

But for certain people, like me for instance (more right-brained than left) it’s often quite frustrating that I can’t shift software around the way I want. To me, Excel should be 3d, mapping not only the co-evolution of variables over time, but also how different forces, on a Z-bar affect these variables. I’m also a Visio guy and would love for that to integrate well with the numbers.

Beyond that there’s certainly the promise of multi-touch that I find exciting, not because I want to shake things around on the iPhone, but because it’s often much simpler to communicate with a drawing. Instead I’m forced to type this text into an editor and hope you can read between the lines.

I’m sure that companies can have all kinds of things customised these days. I was reading an interview with Micheal Dell (from 1998), who talked about how Dell pre-installed custom-software for companies at the factory already, to save the sys-admins the hassle. These days, I’m sure the magic of networks changed much of that, though the principle remains the same.

But the core of my thinking is that customers, individuals like you and me, are becoming more and more conscious of their rights. They are able to become activists at the click of a button. The internet and the media is making what is and what should be more and more transparent.

When I visualise “luxurious” software, I don’t necessarily see it as expensive either. It only takes a single company to realise that there is a market out there for doing things differently, without charging much for it. All it takes is a smart way to collect information about a customer and an equally smart way to translate that into a customised piece of software for you and me.

Vincent

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