Guillaume’s blog

• apophenia: one company, ten brands: lessons from retail for tech companies
  Why companies should start more independent brands.
  (tags: branding marketing business brands)

• Botanicalls Twitter DIY
  DIY device lets your plant tell you it’s thirsty
  (tags: twitter plants diy electronics hacking)

Decentralized social networks seem to be the talk of the town these days (in tech circles at least). Blogger Robert Scoble has given attention and created a minor scandal of a Facebook policy that forbids the use of scripts to extract data from Facebook Web pages (Note: Facebook just recently allowed accounts to be closed). Around the same time project DiSo has started with the goal to build a decentralized version of Facebook based on the open source Wordpress personal publishing platform, and workgroup DataPortability.org has kicked off to define best practices to make personal data easily movable, reusable, remixable, etc. across Web services. Just two days ago at his Northern Voice 2008 keynote, Matt Mullenweg, creator of WordPress, seemed to be almost hinting at what his company was up to with their recent $29.5M round of funding: a better, open-source alternative to closed social systems like Facebook that would use social filters to bring more relevant content.

As I mentioned in my previous post on business platforms of Web companies, one key aspect of these business platforms is that “they retain control over who gets to see the information and how”. Having a point of mediation is an essential part of online capitalism. Without it, there is no point of value extraction and no big business.

The natural question then is: if so many techies are excited about the inevitable advent of decentralized and portable social networks and related personal data, and if that means essentially that there is little point of control anymore for these Websites, how are businesses going to make big money out of this?

If we put aside the ad-based revenue model that Matt M. does not seem to keen on, as well as the “pro account” business model that would expand on some existing commercially available pro services, as well as the usual ways of making money with open source, here are two models that I think could work:

• Relevancy services: This is would be an expansion of services such as Akismet, Wordpress’ spam filtering service, which is currently free for personal use. Matt insisted strongly in his keynote how content relevancy (i.e. no spam) is really what users value, and how spam from bad users is what kills social systems. Perhaps a high-quality filtering system that would combine the Akismet filter and a social filter (a filter based on your social graph) is something people would be ready to pay for.
• The ring tone business model. This model consists in deriving transaction fees from digital goods sold on WordPress.com, such as themes and widgets. Because Wordpress.com knows which blogs use which themes and widgets, this would be easily done there. It may be a bit harder for users of the Wordpress open source software itself. This would be the equivalent of the ringtone business. Matt Mullenweg revealed himself that “People want their online presence to be an expression of themselves and in that regards, being able to customize the design is critical”. Matt even compared a blog as a locker, which are typically heavily personalized.

This list does not mean to be exhaustive, but seeks only to start a discussion on a subject that is getting more and more relevant. I would be curious to see what others think.

• PingMag - LEGO Education - Building Asia Brick By Brick
  A LEGO-based architecture competition
  (tags: design lego architecture sculpture art blog)

• HOUR Exchange | “Making Community Connections with Local Currency”
  A non-profit organization providing education and tools to promote ecologically sustainable, community-based economics.
  (tags: communitycurrency currency local)

• xs3p Overview
  W3C XML Schema documentation generator
  (tags: xsd documentation xslt)
• XML.com: How eBay Uses Metadata to Enhance Its Web Services
  An example of how eBay uses metadata embedded in their XSD to generate HTML documentation automatically
  (tags: documentation ebay api xsd metadata)

How do you let Apple know that you want the next release of the Mini to include a Blu Ray player and how much you’d be ready to pay for it?

What about an online store that includes some of the many product concepts designed by Apple fans such as the MacCube concept below? or a product configurator of existing products that includes features not yet available from the manufacturer but that exist as technologies or as third-party add-ons?

Seems like something identified by the VRM promoters.

Only problem: would Apple care?

• Retroprobrium and mutually assured embarrassment
  (tags: privacy facebook myspace)
• Greener Gadgets Design Competition - produced by Core77
  (tags: gadgets green design)
• Rethinking Our Centralized Monetary … - Google Book Search
  (tags: money book economy)
• Taft Farms notes 1989-90
  A video showing how a farm survived a tough winter by issuing its own notes.
  (tags: money video currency sustainability financing)

Having both a background in the business and engineering of software, a topic of particular interest to me is the archetype or pattern of successful Web businesses. By “business platform”, I mean the software that powers a business and what I want to talk about is what the business platform typically does at highly successful Web businesses.

Archetypes or patterns are not synonymous with recipes. Knowing the typical structure of a symphony does not make you a composer, or in the present case, knowing the archetypal business platform does not make you a billionaire. They do nonetheless help you in thinking and exchanging ideas about particular instances.

Ok, I won’t make you salivate longer. Here’s my attempt at formulating the archetypal business platform on the Web:

“Web companies make it easy for people to post information on the Web in a format that makes it easy for other interested people to discover, search and browse what is relevant to them, but more importantly in a way that they retain control over who gets to see the information and how. All that of course, 24/7, real-time and globally.”.

Let’s take a few examples:

• YouTube made it easy for people to post videos on the Web in a format that makes it easy for other interested people to discover, search and browse what is relevant to them, but more importantly in a way that they can add commercials to the videos being watched.
• Facebook made it easy for people to post status, pictures, messages, review, etc. in a format that makes it easy for other people to discover, search and browse those that are relevant to them (their friends’), but more importantly in a way that they can track who is interested in what and add relevant “social ads” next to the information they consume.
• Amazon started as an online bookstore, but is quickly evolving into making it easy for book writers, audio book producers and possibly in the near future vendors of other types of digital or potentially digital goods to publish their work on the Web, in a way that makes it easy for other interested people to discover, search and browse (Kindle), and buy, but more importantly in a way that they can take a commission on the resulting purchase transaction.
• Apple started as a hardware vendor, but it has quickly become a company involved in making easy and safe for music and movies producers (soon game producers) to market their digital goods online in a way that other people can easily listen to or watch (iPod, AppleTV, etc.), but more importantly in a way that they can take a commission on the resulting purchase transaction (iTunes).
• etc.

Ok, I am assuming that by now I’ve convinced you, or that I got the benefit of the doubt, or at least that I formulated correctly something that has long been obvious for you (and that you can now share easily). If not, I’m happy to learn about your viewpoint and discuss.

What is now interesting to think about, is how we can take this simple tool in thinking about the future of business on the Web. I think we can make a few easy predictions:

• Autonomous publishing software/hardware that publish information about you on their own are quite exciting, as enablers of new businesses. Example includes your location as detected by your cell phone provider, temperature/humidity data loggers (ex. temperature, humidity) used to complement existing weather sytems, 2-way navigation systems used for real-time traffic data sharing, camera that directly push pictures on the Web, etc. I think we will see more of these autonomous data publishers.
• Publishing tools that will make it easier for people to write content in a format that can be indexed, searched, browsed by others. Here, we may finally start to move away from the online form and start to see semantic extraction technologies or semantic content editors that add unambiguous meaning (microformats in the case of text) to your content as you create it.
• Consumption interfaces that will make it easier and entertaining for people to express what they are looking for in a way that a software can understand and find relevant items from an ever growing and diverse collection of digital goods.
• Consumption devices that will provide the best way possible to experience a content in a given environment. That would include screen walls for digital painting, 3D printers, etc.

(Please use the comment form to submit your ideas)

Of course, last, we will see more and more of companies trying to own the whole chain on a particular type of digital good or a particular community of people, via acquisitions or partnerships. And to mirror this, more and more communities that will try to prevent companies from doing so too much and/or for too long.

Again, this archetype is not a recipe for success. In my view, the most significant pattern of success but also the most difficult to craft is community. Another one is legal innovation. More on both, hopefully, later.

[I deleted this post by mistake - this is a re-post]

OpenCalais is a software that takes in a piece of textual content in plain text or HTML format, extracts entities from it and generates an RDF graph in XML of them.

OpenCalais was brought to my attention by a post by Bob Jonkam on the microformats discuss list. I was intrigued and decided to take a look.

After the OpenCalais team helped me quickly resolve the HTTP 403 issue, I decide to give it a try with a text from the relatively recent heated “calendar (and other) items aren’t always tidy” discussion on uf-discuss , I will refer to as “football example”:

Bobby and Billy are on the same football team and on Sunday they’re playing against the Falcons, whose coach is Ron Smith. Ron Smith is Bobby and Billy’s father. The brothers are also the star quarterback and star fullback at Pittsfield High.”

The result in RDF XML can be found here. Below are in plain english the significant things that OpenCalais successfully identified:

• Billy is a Person
• Billy is mentioned at 2 places in the text (offsets 92 and 229)
• Ron Smith is a Person
• Ron Smith is mentioned at 2 places in the text (offsets 194 and 206)

Interestingly, Bobby was not identified as a Person, and obviously there is a whole lot of entities and relationships that haven’t been identified.

Obviously, the football example is probably a edge case for OpenCalais. With Reuters as a sponsor, this technology seems much more geared towards business news analysis. This is even more obvious when you look at their semantic metadata, where you find things like Person, PersonProfessional, PersonPolitical, Bankrupcy, Alliance, Acquisition, etc. But the roadmap mentions that later this year, third-party developers will be able to extend the extraction capabilities of OpenCalais.

This is an interesting open initiative nonetheless and a smart move from Reuters towards being a platform. Its limitations with an edge case also shows to me how the semantic Web, just like the software market, won’t probably be “owned” by one player, but that a multitude of players with a variety of breadth and depth because there are as many representations of the world as there are cultures, communities and people, and they evolve all the time.

[Note: as a French man, when I saw the name of this service, I immediately thought of the city of Calais, the town in northern France where Le Tunnel sous La Manche (”chunnel”) starts/ends. I still can’t figure why they picked that name and can’t wait to know!]