Media Influencer

helping people break out of pigeonholes since 2003

A small lesson on user adoption

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Whenever people ask me: And how are you going to drive adoption of Mine!? My answer is: by not driving it… but by tapping into the kind of things people already do and are used to doing more and more. So a conclusion from a McKinsey article by Scott Griffith, CEO of Zipcar, describing how web and communications technologies gave rise to his company’s innovative business model, resonated with me:

Despite the advances that Zipcar has been able to make by leveraging technology, none of this would be relevant without the preexisting level of comfort with and use of technology by consumers and businesses. People are ready to try a self-serve car because they have become comfortable with self-service banking and self-serve checkouts. I doubt people would be comfortable reserving and paying for the use of a car on the Web if they hadn’t already done similar e-commerce transactions, like having DVDs delivered by Netflix or buying an airline ticket online that allows them to check in at a self-service kiosk. And when it comes to FastFleet, I doubt whether businesses and governments would consider outsourcing fleet-management systems if they hadn’t already outsourced e-mail, Web hosting, and other mission-critical applications.

So we are designing for the few who needs Mine!, not the ‘most people’, ‘my granny’, ‘the great unwashed’, ‘demographic of your choice’. That starts with me – I want it, I need it, I can’t wait to use it. Preferrably by yesterday! Along the way, a few other people have seen the point and want the same. If all of them start using Mine! for their purposes and it works for them, it’s a success, because their use will improve it for the next level of users who don’t need to understand or subscribe to the whole vision and philosophical underpinnings of the Mine! project. Lather, rinse, repeat.

I prefer to think of adoption as something that happens from an epicenter in a style of a heatwave or, more gently, a stone dropped into water. In networks, this works much better than driven adoption that often misses its target.

Heatwave

Heatwave

Stone in water

cross-posted from the Mine! project blog

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Digital Identity Roundtable

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Yesterday I attended a meeting called a mashup* event – private Digital Identity Roundtable, organised by the indefatiguable Tony Fish – whose book My Digital Footprint also came out yesterday.

The conversation was varied and under Chatham House rules so can’t talk about it in detail. What I can repeat here is my closing remark – a result of pervasive assumption that there should be identity provider(s) and my data doesn’t need to be mine:

I want to own and drive, manage, share my identity.
I want to do that on my own terms, using technology that enables me rather than provides for me.
I want to be my own ‘identity provider’ and I’d rather address challenges that this would pose than shoe-horn notions and practices of offline identity management onto the online networked world.

There you go, I said it. Here I try to work on it.

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