Tag Archive for 'the-trendwatch'

FIND A GAP AND FILL IT

23
Nov
07

Stardoll
We all have different navigation routines, our own bookmarks and favorites (although these are to disappear and be replaced by tagging of URLs, as in the new Firefox 3 release). These are mostly specialized websites, sources of information we believe that are reliable, on very specific subjects. About our jobs, our favorite sports, our hobbies. Stuff we like. Because we all know it’s not easy to please everybody.

So, it seems clear that the shortest way to online success is not through trying to be a reference to a majority, but instead to a global minority who is short on content and eager to be targeted. Those are the best online business opportunities out there.

I chose Stardoll because it’s such a great example: an online community for “tweens” (girls aged 7-17) that is thriving against all odds on a mostly male-oriented, male-designed World Wide Web.

Who could have guessed that so many girls all over the world liked spending time online, playing games, chatting, creating avatar dolls, dress them up and spend millions of dollars while doing it?

Well, Sequoia Capital and Index Ventures did… they helped to finance this Scandinavian project with 10 million dollars.

Today Stardoll has more than 12 million users all over the world, including the Vatican! It has real-world designer boutiques like DKNY, with replicas of real designer clothes users can buy for their dolls… they even have a virtual flea market where girls sell their avatar-used clothes to other community members. The community newsletter is designed to resemble a fashion magazine, and girls dream with the day when they (their avatar, I mean) will make the cover.

Celebrities like Avril Lavigne are signing contracts with Stardoll for branding of virtual wardrobe and decoration of the avatars’ virtual bedrooms.

Eventually, they had to impose a monthly purchase limit of Stardoll’s virtual currency, because the girls where just spending too much money with their parent’s credit cards…

So this is how an idea that probably would be considered a total failure by most conservative minds has proved to be a highly profitable business.

I guess this proves that the secret of online success is simply to try to serve well the neglected global online minorities.

Let’s get Biometrical

05
Nov
07

MyHeritage face recognition

Everyone likes “disruption“, even though you don’t get to see it very often. That’s why we crave it so much. But there are many resources out there that could provide an escape for online routines and take on the Web as a major hype. Like Biometrics.

Some examples of Biometrics are Iris, Voice and Ear Recognition, Hand Geometry and, obviously, Fingerprints. These can be explored as passwords for logging into online services like Email, Homebanking or other websites with strict access rules. Some require a small interface investment but for some your regular webcam would do just fine.

Face Recognition is another form of Biometrics, but it’s the one that can have a wider variety of uses. It suits perfectly into Social Networks and sites for match-making as well. Just imagine you are looking for someone like Monica Bellucci. All you had to do would be to upload a pic of her to retrieve a pannel of thumbnails of members connected to that network in real-time who actually look like her, living in your city! Again, your domestic webcam would do the trick. The basis of these innovations have already been launched in websites like “MyHeritage“, where users can play for free with real viral applications like “Celebrity Collage”, “Celebrity Morph” and the “Look-alike Meter”.

Sure privacy issues can come to mind, but remember, people are doing it all the time on the Internet, on every single community out there! Even if only 20% of users upload images of they faces, it represents a huge market waiting for this kind of innovation to happen. Riya (formerly Ojos) is aware of this and of the value of the millions of untagged, untitled pictures on the web and in your hard drive. They’re about to come out of beta with their revolutionary new product: a face recognition application that can be taught by its community to recognize faces in whatever pictures they’re featured. Now this is gonna be really fun!!!

Face recognition could also come in handy for the cosmetics industry, which for example could instantly give online advice on their products based for different face types, or create instant simulations of make-up sessions. People could print the final result and show it off to friends, or forward it to any contact they choose! Sweeet!

Eyewear would work fine too, under the same principle.

You can also have a lot of fun with voice stress analysis, like this Ice Cream machine that can tell if you are sad and keeps on giving you Ice Cream till your mood gets better!

This could be a great opportunity for services such as Like.com, who already have the basics of this running and could benefit a lot by pointing their camera towards people and not only products.
So don’t you think it’s time we get biometrical?

image by: hagarinka / Hagar Shimshon




The TrendWatch:


The TrendWatch is the collective postings of some of the FullSIX Group’s designers, strategists, and consultants on new media and marketing trends. It is meant to be an impromptu think-tank, and is a way for us to share theories and beliefs about how we think communication and connectivity is evolving.

We work for The FullSIX Group; a leading full service marketing agency with digital DNA. From our 15 international offices with over 600 employees, we constantly embrace and encourage innovation to make integrated marketing and communication campaigns that are more accountable and efficient for our clients.