Unification could unlock the value of mobile social networking – page 2

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So, the question becomes: What needs to be controlled? Does the content creator need a unified front end from which to access all their services? Or does the content consumer need a way to better control what types of information they receive?

So, back to the solutions: I contend that both are necessary.

The creator's dilemma: I find myself sharing an increasing amount of content from my iPhone. Unfortunately, doing so on so many social networks becomes a nuisance. I spend five minutes checking in on Yelp, Foursquare, and Gowalla--much to the chagrin and annoyance of my compatriots. Clearly, the proliferation of disparate services will eventually have a negative consequence requiring too much maintenance and turning users off or forcing them to abandon existing services to try new ones. However, a unified interface resolves the problem. Service providers should allow third parties to connect to their service without issues instead of trying to be a silo.

Check-ins, photos, reviews and other services should all be directed to appropriate places with one button press. Only by making solutions easier to use will the continued contribution of the masses continue unabated. Open Social--an initiative that has one API for numerous sites--could be a key to creating a unified user experience.

The consumer's dilemma: User-generated content can lead to information overload. Advertisers spent decades learning how to target consumers but now individuals face the same challenge. Turn on the content firehose and valuable information is lost in the stream. However, a unified interface--it could be Facebook or something else--should provide ultimate control. Don't want Yelp reviews outside of your city? You don't get them. Hate books on history? You won't see those reviews from your friends. Can't stand romantic comedies? You won't be forced to suffer through those reviews either. Such an interface prevents problems such as check-ins from appearing for people that live halfway across the world.

Often, we forget to ask the most important question: How does this make money? If it doesn't make money it's not worth doing.

But there is money at stake here. The application providers make money through partnerships, advertising, referral fees and selling apps. The content/retail/restaurant owners make money because people are directed to their product or location through social networks. Advertisers make money because there are new location and behavior specific ways to target consumers. Carriers make money because more people want smartphones with data plans. There is money ready to flow through the ecosystem.

But the problem persists that there are too many places in which consumers must go to share and consume content. The next social network may not have as much to do with status updates but may have more to do with content updates--geared specifically towards relevant information for all walks of life. A user can still go to their favorite site if they want a deeper interaction. But for the casual user, the ability to meaningfully collate the content their peer group is creating is incredibly important not only from a usability perspective but to keep the revenue train rumbling.

Josh Martin is a senior analyst for wireless media services in the Global Wireless Practice of Strategy Analytics.

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