
Cornered! is a blog devoted, most of the time anyway, to telecommunications: local and global issues, technology, people and trends from the perspective of someone who's been reporting, analysing and commenting on the industry since the dark ages (BC - before competition). Sometimes serious, sometimes flippant, sometimes frivolous. Controversial, analytical, informative, amusing, but never boring; a vehicle for examinations of important issues and observations on my encounters and experiences in an industry where polarised views and hyperbole are the norm.
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Personalisation: coming soon to an online service near you.
Cornered!
Personalisation: coming soon to an online service near you. | Personalisation: coming soon to an online service near you. |
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| by Stuart Corner | |
| Sunday, 16 September 2007 | |
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Not too happy with being thus pigeon-holed by his TiVo, this customer decided to induce a shift in its perception by recording lots of good macho stuff - war, crime, violence and the like. That worked, after his fashion: his TiVo decided he was definitely not gay, but it didn't pick him as being anywhere close to a sensitive new age guy either. We're probably all familiar with web sites that, to some extent, offer us content that they think we will want based on the content we have previously chosen. According to ninemsn CEO, Tony Fauré, this personalisation will becoming increasingly prevalent in the delivery of online services. But despite all the talk of Web 2.0, interactivity and end user involvement in the web, we won't be busy personalising all our online content services to our own liking. Speaking at a Trans-Tasman Business Circle lunch in Sydney this week, Fauré said: "[A] big change is how much media is becoming personal: how are we going to enable people to consume media in a way that is very personal." However given the option of customising their online experience to their personal tastes, few customers will take it. Fauré said ninemsn had a feature 'myninemsn' that gave users a range of personalisation options, but it was used by less than two percent of customers. "I as a consumer want my online products to be personal but I don't want to have to do the work to make them personal. So the media has to do the work because the vast majority of consumers don't want to do it...As media companies we have to get our heads around how do we infer what a consumer wants: how do we put products in front of them and get them to choose and then use that information to offer them a better choice next time." Getting that personalisation down to a fine art so that they don't put consumers offside with inappropriate content could be what sets future winners in the online world apart. How that information gets used without encroaching on individual privacy will be another matter.{moscomment}
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