| Excerpt from: Think Outside the Feed |
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| August 25, 2003 | | Perhaps I'm not looking in the right places, but I haven't seen any RSS readers that capitalize on the demand (even expectation) that content feeds recognize and promote brand. | I have a hunch that we're about to see some really smart innovations in RSS newsreaders. Imagine an RSS "newsreader micro-client framework" designed to deliver a customized visual experience based on the feed that the user presently has selected. This could easily be achieved through RSS name-space extensions. Furthermore, consider that the same transport mechanism (RSS) carries instructional payloads and other content that controls the look, the behavior, and the presentation of the content; delicately blending a rich brand identity of the content. Lastly, consider that this "framework" is a very "smart machine" that transforms the channel [between provider and customer] from a monolog, to a dialog - thus allowing the customer to interact with the provider in visible (human ways), and non-visible (machine-driven) ways. It seems to me that this is fertile ground for news reader differentiation and a way for companies to develop deeper relationships with consumers of products and their desire to stay abreast of those products. | | |
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