Comments on: My favorite Web 2.0 themes: SOA and business applications as advertising platforms http://www.fastforwardblog.com/2007/04/17/my-favorite-web-20-themes-soa-and-business-applications-as-advertising-platforms/ Fri, 20 Nov 2009 20:29:35 -0600 http://wordpress.org/?v=2.8.4 hourly 1 By: Joe Labbe http://www.fastforwardblog.com/2007/04/17/my-favorite-web-20-themes-soa-and-business-applications-as-advertising-platforms/comment-page-1/#comment-6586 Joe Labbe Wed, 18 Apr 2007 18:50:12 +0000 http://fastforwardblog.com/2007/04/17/my-favorite-web-20-themes-soa-and-business-applications-as-advertising-platforms/#comment-6586 I agree that the day of sponsored software running within the enterprise in a sanctioned manner is coming. The key is striking a balance for the user between value and "intrusion". For example, our Ratchet-X solution bridges the last mile between data sources (primarily web services, eforms and other application screens) and the applications people use every day. In effect, Ratchet-X makes the user's existing application a mashup without requiring changes. In order to do this, Ratchet-X has a keen understanding of the user's context in terms of the application in use, function being performed and data being sought. We're seeing significant interest from service providers that are willing to pay a premium above traditional seatch engine click rates to advertise their services to folks at the point they need those services. As a provider of credit reports, would rather wait for someone to find you via a search engine or be able advertise to to a prospect when s/he is adding a vendor to his accounting system? We're findning less and less resistance from customers in accepting that kind of context-based advertising assuming: the ads are truly relevant, the software itself provides value and sensitive information is protected and shared only in the abstract with providers. I agree that the day of sponsored software running within the enterprise in a sanctioned manner is coming. The key is striking a balance for the user between value and “intrusion”. For example, our Ratchet-X solution bridges the last mile between data sources (primarily web services, eforms and other application screens) and the applications people use every day. In effect, Ratchet-X makes the user’s existing application a mashup without requiring changes.

In order to do this, Ratchet-X has a keen understanding of the user’s context in terms of the application in use, function being performed and data being sought. We’re seeing significant interest from service providers that are willing to pay a premium above traditional seatch engine click rates to advertise their services to folks at the point they need those services. As a provider of credit reports, would rather wait for someone to find you via a search engine or be able advertise to to a prospect when s/he is adding a vendor to his accounting system?

We’re findning less and less resistance from customers in accepting that kind of context-based advertising assuming: the ads are truly relevant, the software itself provides value and sensitive information is protected and shared only in the abstract with providers.

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