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25 novembre Brand X vs. Brand Y: Social Effects and Competition in the Software IndistryDue to the Thanksgiving holiday, I've spent the past day and a half with a large variety of young people whose ages range from 11 to 22 years old. The various conversations I've participated in and overheard have cemented some thoughts I've had about competition in the consumer software game. This series of thoughts started with a conversation I had with someone who works on Google's search engine brand has gotten to the point where it is synonymous with Web search in many markets. With Google, I've seen a 7-year old girl who was told she was being taken to the zoo by her parents, rush to the PC to 'Google' the zoo to find out what animals she'd see that day. That's how pervasive the brand is.It's like the iPod and portable MP3 players. People ask for iPods for Xmas not MP3 players. When I get my next portable MP3 player, I'll likely just get a video iPod without even bothering to research the competition. Portable audio used to be synonymous with the Sony Walkman until the game changed and they got left behind. Now that portable audio is synonymous with MP3 players, it's the Apple iPod. I don't see them being knocked off their perch anytime soon unless another game changing transition occurs. So what does this mean for search engine competition and Google? Well, I think increasing a search engine's relevance to become competitive with Google's is a good goal but it is a route that seems guaranteed to make you the Pepsi to their Coke or the Burger King to their McDonalds. What you really need is to change the rules of the game, the way the Apple iPod did. The same thing applies to stuff I work on in my day job. Watching an 11-year old spend hours on MySpace and listening to college sorority girls talk about how much they use The Facebook, I realize we aren't just competing with other software tools and trying to build more features. We are competing with cultural phenomena. The Commentaires (13)Pour ajouter un commentaire, connectez-vous avec votre identifiant Windows Live ID (si vous utilisez Messenger ou Xbox LIVE, vous avez un identifiant Windows Live ID). Connectez-vous Vous n'avez pas d'identifiant Windows Live ID ? Inscrivez-vous
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