Are you paying Attention?

The world is becoming a really spooky place...Last night's inaugural Mashup event was rammed, and Sam Sethi painted a cl...

February 9, 2006

The world is becoming a really spooky place…

Last night’s inaugural Mashup event was rammed, and Sam Sethi painted a clear vision of the immediate future as the GYM club – Google, Yahoo and Microsoft battle for your attention.

Web 3.0 is going to be identity-centric.

All of the assets you currently share ‘for fun’ are going to be commercialisable assets, and the GYM club are going to be creating competing but interoperable trading mechanisms to reward you for those assets.

We’ve been there before, with Beenz, of course…but this time round, the reward systems will be embedded…

This is really scary.

Sam says: “You own your identity; you own your attention, but you do not own your reputation.”

And he’s right. Which is why the GYM club cannot pull this identity-rape alone. They need social interaction, and they need a meaningul reputation system. In short they need eBay.

The eBay + Skype = ‘ID Visa’ logic seems ever more compelling…

The advertising-led approach of the GYM club is still, ultimately an eyeballs-based model, not a relationship model. To get ‘sticky’, it must be complemented by a social trading system…

The much vaunted Attention Trust …is just the tip of a iceberg.

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