Business is all about three things: generating income, generating growth, and making smart spending-decisions to generate both of them. Within that framework, it’s not surprising that business often make compromises as to the feature-set that they offer. This is especially true of web-businesses, who, while they may have built a relatively cheap business (compared to the physical alternative), also find it difficult to create sustainable business models. And, considering the barriers to entry are as low as ever, I imagine that this situation won’t change anytime soon.
My “rant” today is about relevance, which I define as targeting your app or service to work within the context of your consumer. Many internet-businesses focus on two things: building easy connections to other web-users and trying to prevent total breakdown when viral growth reaches a peak.
The fallacy in that mindset is that users are being treated like nodes, who connect back or connect to other users. A node, in a P2P network, is a static entity, one that doesn’t move. A user is, typically, a human being, one that not only moves, but exists on a different plane, the physical world. A lot of web-businesses fail to make that distinction and it has created not only the reality that we are being bombarded with connections whenever we sit at our PC, but we are expected to be connected 24/7.
I alluded to this last year, when I asked “what place does the web take?” The point of that article was really about the relevance of the web to real life. According to a theory, there are three places relevant to people: the first place, which is home-life, the second, which is work-life, and the third, which is leisure. The web, through email, blogs, work-apps, twitter, media, has become a hub in all three places, but its consequences are both information overload and obesity, both caused by passivity.
When you look up the word “break,” it’s defined as “a period of time taken out of one’s professional activity in order to do something else.” If the web is work and the web is home, then the break should not be the web.
Relevance is, once again, having services be context-driven, i.e. being relevant or shutting up at the right time and the right place and for the right person. A pretty complex task, but that is an ideal to live for.
Let me give some examples. Both TheFilter and Last.fm are services that both passively monitor media-life and actively provide services (such as radio-stations and the like). When I plug in my iPod after a run (a third place-activity), Last.fm asks me whether I want to “Scrobble” my tracks, which it in turn uses to make recommendations. TheFilter is not quite there yet, but it passively scans my iTunes-behaviour and creates custom-playlists for me if I want. You may think this is no big deal, but you’d be surprised how few services make even that tiny step from the web to the desktop.
A bigger deal, in my opinion, is NearByNow, which allows shoppers to search the shopping-malls that they visit, not by searching every store, but by entering a search-term for a product on their mobile or via the web, and having it search the retailers’ inventory. I wrote about it here before. This is just a first step, but especially in retail there’s much room still for merging the web with the shop.
Some more examples are the Nintendo Wii, which brings a physical dimension to gaming, and even the MacBook Air and the Asus EEE, both of which are clearly designed to not chain users to a location.
Relevance is something that a lot of commercial and non-commercial services are battling with nowadays. How do you sell a good online that you need to smell, taste, feel, or try on? How do you integrate virtual friendships into real life? How do you limit the amount of noise that your online customers are exposed to? How do you “synergise” the power of the web—information at a finger-tip—with a fragmented physical world? How do you create business models based on both the online and offline behaviour of consumers?
Those are the real questions to answer, not only for the web to become truly mainstream, but for it to stop treating us “users” like grey square boxes with a blue light shining out of it. We, the kids, the workers, the retired, are people dammit, with muscles (not just in the fingers), mouths, and other senses. We were not put on this planet to read 12/7 and type the other 12.
The next liberation-age is, I hope, about freeing ourselves from the machines and living life again as the hybrid entities that we are, producing both physical and mental energy.
Rant over.
Vincent
(The picture is the cover of the book “Snow Crash“—still the most relevant book about a very possible future of the information age today… if you ask me.)
Comments Off 
Like
