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Joh  Battelle escreveu um post foda sobre a estratégia do Mr. Jobs.

…you just have to rethink what “search” really means. Last night Jobs said he had no interest in search. I am quite certain what he meant is he has no interest in HTML, “traditional” search. But think about what search really is, and I am certain, Apple will be in the search business.

Why? Well, as I said in the last post on the iPad (and rather hurriedly, and entirely my fault, poorly communicated to many of those who left comments), it’s all about the link. Perhaps I should have said, it’s all about the signal.

Sinal. Taí um conceito que o cara explica bem demais:

…never before have so many developers created mobile phone apps in such abundance. But think back to the last great platform where hundreds of thousands created value by making new services, content, and places where consumers might interact: yep, that’d be the web. A website is an app. And the platform of the web – it’s open. Anyone can build on it. And anyone can create signals from their “app” to another “app” – a link from one site to another. And anyone can share any data from any site to another site, or mash up those data streams to create entirely new kids of sites. Yep, it was rather a free for all, but over the past 15 or so years business rules have emerged, social norms have developed, an ecosystem has flourished.

Take yourself back to the early days of the web – just as now we are in the early days of what I’ve called before, and will call here, AppWorld.

Remember what a mess it was? How much noise there was, and how precious little signal? And what application emerged that found that precious signal, made sense of it, and helped us find our way? Yep, it was search, and the signal was the link, interpreted, of course, through PageRank and ultimately hundreds of other sub signals (click through, freshness, decay, etc.)

Now, think of AppWorld. Where’s the signal? Short answer is, we don’t have one. Yet.

The beauty of the link was that it became a proxy for engagement. It was where consumers were declaring their intent – signaling what they wanted from the web. That signal became the basis for a massive marketing economy. Google ascended. And content models were turned upside down (much to my delight at FM, I will admit).

Foda, né??

Well, if marketers are going to find value in AppWorld, they’re going to need a proxy for engagement, a trail of breadcrumbs, some signal(s) that show were consumers are, what they are doing, and ideally, predicts what they might do next…  Now there are hundreds of thousands. Soon there will be millions. Don’t tell me a Google like metadata play isn’t going to evolve inside such an ecosystem. After all, search did all those things for the web. But so far, we don’t have a similar signal for AppWorld. But we will. The data is already there.

Difícil achar um furo no raciocínio aí de cima.

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