Monthly Archives: May 2009

Is this the way youll be communicating later this year?

Is this the way you'll be communicating later this year?

At the same time that Microsoft got their bing bling on, Google announced the personal communication and collaboration tool which they have branded, the instantly marketable moniker –  “Google Wave”.

In typical Google tradition, Wave will be open source for developers to experiment with and create addons and apps for. It will also be written for HTML 5.

Wave is a mashup of email, instant messaging, social networking and a wiki.  In addition to its social application, the Google Wave team are also hoping the wave will catch on in the business community as an application for collaborative documentation.

It’s also a local innovation, engineered by the same team that developed Google Maps out of Sydney.   Go Aussie.

With a suite of innovative features and functionality, the in-browser application offers as its irresistable publicity proposition, “Wave will be the new Email”.

Much has been written of the supposed extinction of email particularly in the age of social networking and instant messaging. However, after viewing the developer demo, we are prepared to catch Wave-fever, for 5 main reasons.

  1. Firstly, it’s faster than email – as it appears to be based on instant messaging conventions and user-experience principles.
  2. Secondly, every “wave” can be edited, viewed or responded to by multiple invited recipient simultaneously – also in visible real time.
  3. Thirdly, there is private messaging built in, as well as permission and view setting options meaning that each collaborators Wave experiences will be uniquely their own.
  4. Fourthly, each “Wave” moves to the top with each update contributed by any of the recipients of the “Wave”. This means instead of lots and lots of communications, you just have the most recently updated/relevant version.
  5. And then, there’s the “playback” feature which allows you to see each wave, update by update on a scroller-based timeline.

And so on.

As an in-browser application, Wave will undoubtedly become a major reason for Google’s  influence in the inevitable global cloud computing ecosystem of the future.

But is it the category killer for email – a 40 year old paradigm?  Is it more hype than hero? Or, to add a bit of paranoia to the mix, did the product take its name and inspiration from a young-adult literary reference?

We can’t wait to see what happens!


It's coming, per your request.

Microsoft, today unveiled its much anticipated semantic search engine –  or “decision engine” as the marketing spin would have you refer to it. Its called Bing, and its soooo Web 3.0.

Bing relies on key words and algorithms to provide results for online searches that tries to deduce what you are searching for. The engine introduces some lovely click candy to the mix, intended to give its users  a more seamless, on the page experience to help them make key decisions such as where they are going to eat that night, how to get there, and so on.

Its a bold idea, and will require a significant branding job to detach the new brand from the cynicism that surrounds the behemoth company. How will Google and Yahoo respond, and can Microsoft convince the world that they should be empowered to tell us how and what to think?  Set up your RSS feeds, now – this is one to watch.

For the full mind programming, view the publicity video here:

The team at Mustard have had a very satisfying couple of months.  We’ve picked  up some new talent to join our team, and the studio has been humming with the sound of finished art and whiteboards squeaking with rapid idea plots. Yeah, it’s been sweet.

And so, it should come as no surprise, that the Mustard blog has been charring away on the backburner of late, which is a shame, because you’ve missed out on some way awesome content.

We have discovered that blogging is a luxury for an agency who also manages social marketing for  clients, but its certainly something we’re going to try to indulge in a bit more – it’s cathartic and it’s fun.

At a recent leadership conference some of our colleagues and clients attended,  we learned that apparently if you do something 21 times repetitively, it becomes a habit.   We’re going to give that theory a good test over the next few weeks.  Stay tuned.