Early in a conversation with Alex Austin, CEO of mobile startup Branch Metrics, I had to interrupt and ask what seemed like a really dumb question. “So, wait, Alex, you’re telling me that the essence of your company’s solution is that it….makes sure a link works?”
Alex had heard the question before. But yes, in truth, what his company specializes in is making sure that a link works in a very particular kind of mobile use case. And doing so is a lot harder than it might seem, he added. Branch Metrics, a three-year old startup that began as a way to create and share photo albums from your iPhone, is now devoted entirely to solving what should be a dead easy problem, but thanks to the way the mobile ecosystem has played out, it’s just not. (Alex has written up a great overview of his journey at Branch, worth reading here).
Google is the undisputed leader in the field – it’s spent nearly ten years stitching its own technology into acquisitions like DoubleClick (the original ad server), AdMeld (supply side platform), AdWords (search), AdMobs (mobile), Teracent (targeting), Invite Media (demand side platform), spider.io (anti-fraud), Adometry (attribution) and many others.
So why would anyone want to challenge Google’s dominance? Because if you’re a major Internet player, you can’t afford to hand Google all the leverage – both financial as well as data and insight. If you have hundreds of millions of logged in customers (all of whom create valuable data), you need to be able to understand their actions across multiple channels and offer those insights to your marketing clients. And that means you need to own your own ad stack.
We are at a turning point in the mobile app ecosystem where deeplinking is becoming a priority and not just a feature. – URX blog
This week marks the beginning of a journey I’m taking to understand “deep linking” in mobile. I’ve kept one eye on the space for some time, but it’s clearly heating up. Last Spring three major mobile players – Facebook, Google, and Apple – all announced significant developments in deep linking. Twitter has also fortified its deep linking capabilities of late, as has Yahoo.
This past week in tech brought Google’s I/O developer conference, and with it lots of debate on the culture of the Valley, the future of links in the mobile world, the end of the Internet (again), and the death of the IPO. To the (dead? resurgent?) links:
Inside the Mirrortocracy – Carlos Buenos From time to time a commentator hits the mark when it comes to the Valley’s culture. This piece resonated for many last week – and sparked a renewed debate about whether the Valley is too insular.
I went on Bloomberg today, ostensibly to talk about data marketing, NewCo, and anything newsworthy. Turns out, we talked (mostly) about Apple. Bloomberg’s got the video up here, and embedded below. While I understand the headline – Battelle: “Apple Failed to Be Apple” – that’s not exactly my point. And it’s a good thing we’ve got these here blogs, to expand on what otherwise might be a skewed version of the record.
So, what I meant to convey was that Apple was in fact very much Apple, just not the Apple the press (and by extension, the general public) has been trained to expect over the past decade. Apple is the company that wows folks with market-changing hardware releases – the iPod, the iPhone, the iPad. And there was none of that yesterday or today. Instead, we got a litany of incremental updates which, from my point of view, were necessary, but not particularly interesting. I mean, improvements on photos, cloud, messaging, developer tools, and a new (but not particularly world changing) OS? Yup, all needed. But nothing industry shaking here, move along.
(Oh, and by the way, Apple bought Beats. It didn’t announce a new hardware play in entertainment, did it? Nope, it bought Beats. And then ignored that fact, save a phone call to Dr. Dre, in its stage craft. Hmmm).
Since the news that Google+ chief Vic Gundotra has abruptly left the company, the common wisdom holds that Google’s oft-derided Facebook clone will not be long for this world. But whether or not Google+ continues as a standalone product isn’t the question. Google likely never cared if Google+ “won” as a competitor to Facebook (though if it did, that would have been a nice bonus). All that mattered, in the end, was whether Plus became the connective tissue between all of Google’s formerly scattered services. And in a few short years, it’s fair to say it has.
As I wrote three years ago , the rise of social and mobile created a major problem for Google – all of a sudden, people were not navigating their digital lives through web-based search alone, they were also using social services like Facebook – gifting that company a honeypot of personal information along the way – as well as mobile platforms and apps, which existed mainly outside the reach of web-based search.
If Google was going to compete, it had to find a way to tie the identity of its users across all of its major platforms, building robust profiles of their usage habits and the like along the way. Google countered with Android and Google+, but of the two, only Android really had to win. Google+ was, to my mind, all about creating a first-party data connection between Google most important services – search, mail, YouTube, Android/Play, and apps.
The week was dominated by Google related stories, but the top dialog had to do with the Internet itself. I’m sensing something of a shift in society’s beliefs about the Internet’s central role in our humanity. Five years ago, no one wanted to talk about Internet access as a basic human right. In 2012, the UN called it exactly that. With access consolidating into what looks like a natural monopoly, might regulation as a utility be far behind?
Real Time (Medium) Another, denser version of previous essays asking whether it isn’t time to call the Internet a basic utility. “..the immaterial organisation of the internet has now become the most dominant force on this side of the planet...” Unfortunately, this piece is too dense. Try this one instead: The Internet Is Fucked (TechCrunch) in which the author enjoins: “Go ahead, say it out loud. The internet is a utility.There, you’ve just skipped past a quarter century of regulatory corruption and lawsuits that still rage to this day and arrived directly at the obvious conclusion.” Of course, that created a rejoinder: More? – “The Internet is an incredibly useful tool in modern society, but it isn’t essential to the basic functioning of society. Utilities are.” My take: The Internet is a basic need now for the info-organism we are all becoming. So I’m leaning toward the utility camp, I’m afraid. There’s a new book on the subject, should you be interested.
The Monuments of Tech (NYTimes.com) A meditation, with far too photos, on the meaning of the campuses built by Google, Twitter, Apple, Facebook. Have you read The Circle yet? Read The Circle. Then read this.
This week looked at convergence in wearables, how we live with technology today and in the near future, and the possibility that reality is just a mathematical model. As always if you want to keep up with what we’re reading/thinking about on a weekly basis, the best way is to subscribe to the “else” feed, either as an email newsletter or through RSS. And tweet us links!
The Plus in Google Plus? It’s Mostly for Google — NYTimes
Even if Plus isn’t where you spend your time, it’s the basis for a consolidated view of your activity across Google. That will become even more important with time. “With a single Plus account, the company can build a database of your affinities.”
Today comes the news that Google is buying Nest, a move that, upon reflection, should have been obvious (the price tag of more than $3 billion, not so obvious!). If the company is truly executing its mission of helping us organize the world’s information and make it available, it makes sense to have a major play in the Internet of Things, in particular, those things that consumers view as extremely valuable. Nest, a company that has rethought the previously unsexy world of home control devices, is a perfect platform for launching computing devices that feed on valuable data, and tie seamlessly to Google’s other platforms, like Android, Nexus, Search/Knowledge, and more.
My first thought upon hearing this news was of Apple – if ever there was an Apple-like company, it’s Nest. Founded by an ex-Apple employee, Nest devices do for thermostats and smoke alarms what the Mac did for PCs – made them relevant and far more valuable. And Nest was in essence a design driven company – just like Apple. But it’s a sign of how sprawling Google’s ambitions are when compared to Apple, which I can’t imagine ever getting into home control systems, much less autonomous cars or robotics.
Google is proving itself willing to make huge bets in markets it believes will become drivers of tomorrow’s data ecosystem. Draped in that light, Nest seems an inevitable move. So what might be next? To answer that question, start with those things we view as super-valuable, but are not yet widely lit with computable information. Clothing? Cars? Healthcare? Food?! Well…why not?