In the tech category, moving to the middle is what the revenue hungry do. Rather than perfect what they are, they see money and desire an expansive make-over. Google’s culture of technological obesity has driven it to invest $100 million dollars in new content for YouTube. Being king of search is not enough; now it wants to be the next video TV station. Google suspects there will be licensing issues for playing other people’s content and so wants to create and enable new video content to drive traffic. As we all know, public access programming and 9.5 out of 10 consumer generated videos are deathly boring. $100M should help bring in some creativity and will work for a while, but is a poor investment.
Case two: Twitter is talking about creating brand fan pages so they can hit some of that advertising revenue. Misfire. They, too, are moving toward the muddled middle; a place Facebook with its fan pages and Likes is filling. Twitter needs to let brands Tweet their stories and value, leaving the undifferentiated fan pages to others.
The thing that made the iPhone take off is application developers. What will make Twitter accelerate is also application developers – but marketing application developers, and here’s a secret: Twitter is so easy to use and so much of the work is done (read hashtags) that non-coders will be the app developers on Twitter. Twitter will win many of the marketing wars, it just has to stop moving toward the middle and let the apps evolve.
Why do all technology companies covert thy neighbor’s partner? Love the one your with. Peace!