The Splinternet Fragmentation of the Inbox

On January 31, 2010, In New, By Tac Anderson

Josh Bernoff has been posting lately on the demise of the Golden Age of the Internet and rise of the Splinternet.

The Splinternet means the end of the Web’s golden age

Now with iPhones, Androids, Kindles, Tablets, and TVs connecting to the Web, that’s not true. Your site may not work right on these devices, especially if it includes flash or assumes mouse-based navigation. Apps that work on the iPhone don’t work on the Android. Widgets for FiOS TV don’t work anywhere else.

Meanwhile, more and more of the interesting stuff on the Web is hidden behind a login and password. Take Facebook for example. Not only do its applications not work anywhere else, Google can’t see most of it. And News Corp. and the New York Times are talking about putting more and more content behind a login.

Web marketing has grown since 1995, based on the idea that everything is connected. Click-throughs, ad networks, analytics, search-engine optimization — it all works because the Web is standardized. Google works because the Web is standardized.

Not any more. Each new device has its own ad networks, format, and technology. Each new social site has its login and many hide content from search engines.

Josh also has an updated post declaring proof of the Splinternet. He doesn’t so much offer proof of the Splinternet’s existence but more of a hypothetical index that allows you check your own Web stats for the fragmentation he’s mentioning.

Josh’s index is good if you’re a webmaster or Web marketer with access your analytics. But your average tech geek need to look no further that your iPhone. That very device which has fuled the rise of the Splinternet like no other.

Behold the Splinternet in the wild:

The Splinternet

The Splinternet

News allerts, missed calls, email, And this is just my iPhone 3GS. On my Windows Mobile, HTC Touch Pro2 I have my work email, other voice messages, missed calls and text messages. On my HTC, MyTouch 3G with Google other apps that need updating, the same Twitter, Facebook and Brightkite  messages as well as GTalk IM messages waiting for me.

Each one of those messages sends alerts, notifications to multiple “inboxes” but all of them can only be managed in their proprietary walled garden.

Have you spotted the Splinternet in the wild?

Join the New Comm Biz Facebook Page or follow the Twitter account.

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A Closer Look at HP’s Community Core Team

On April 25, 2009, In Comm, By Tac Anderson

Now that I’m leaving HP, they are going to delete my neglected HP blog (unless I find someone at HP who wants to take it over). So there are a couple of posts I wanted to rescue from there and bring over here. Originally Published 8/5/08

A Closer Look at HP’s Community Core Team


Many of you have probably heard about the new book, Groundswell: Winning in a worldtransformed by social technologies.

The book was written by Forrester’s Charlene Li and Josh Bernoff and published by Harvard Business Press.  First off I have to say that it’s a great book and you should go get it.  Second I wanted to shed a little light on a portion of the book that has to do with HP.

Alison Watterson , who is mentioned in the book,   is  manager of Corporate Web communications and leads our corporate blogging initiatives.  Among her other duties she runs a group called the Community Core Team (of which I’m a member).

This group is fascinating to me for several reasons. First off it is one of very few truly cross organizational groups that is comprised of  people with Web marketing jobs throughout the company.  This means that everyone in the group participates in addition to our regular  job responsibilities .  Each of us is passionate about social media and often (but not always) are engaged in our individual business units online social activity.

The group is responsible for reviewing and approving new blogs (not individual blog posts just brand new blogs).  The group also tackles new developments in the social media space.

HP was an early adopter of corporate blogging and started having company blogs back in 2004. At last count we have 55 HP blog (hosted on HP’s platform), 12 employee business blogs (not hosted on HP’s platform but still about HP) ranging from printing, marketing, software development to corporate social responsibility, servers, photography and research.  We have individual bloggers, group and team blogs as well as non HP guest bloggers. You can see all of these listed on the right hand side of this page along with links to our various communities and HP employees personal interest blogs.

To me this represents the perfect mix of corporate structure and Web 2.0 openness.  We have a blogging code of conduct and Alison is there to fill in the gaps, but beyond that no one is there to watch over the bloggers shoulder. (With 67 blogs and even more bloggers that’d be a lot of shoulders to watch over.)

It’s a great group to be involved with and learn from as we are constantly re-evaluating what’s working, what’s not and how to address new developments as they arise.

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