Here’s Mashable in an article with a title that sounds like it was created in a random buzzword generator: Facebook Open Graph Seeks to Deliver Real-Time Serendipity:

Facebook felt constrained by the Like button because it was an implicit endorsement of content. Facebook wants users to share everything they are doing, whether it’s watching a show or hiking a trail, so it decided to create a way to “express lightweight activity.”

So in essence they’re saying that clicking the Like button is too much of a commitment; the action is too heavy. We need something a little more indifferent and “lightweight”.

With the Like button you already didn’t have to use words. With Facebook Open Graph you grant permission to an app once, and then it silently and passively starts broadcasting what you’re doing. No thinking required.

By continuing to reduce the effort needed to share and communicate with others we seem to inch ever closer to a post-literate society.  In his essay Like, the Post-Literate Society, James Shelly discusses this phenomenon and quotes Bruce W. Power:

What happens to thinking, resistance, and dissent when the ground becomes wordless?

He goes on to say this:

Thus I ponder: do we become a post-literate society at the moment we manifest an incapacity to discuss our own potential status as such? If so, are we already there?

These are good questions on a day like today.

I love Tom Armitage’s post Asleep and Awake, about the differences between the Kindle and the iPad. Here’s how he describes what happens when you wake each device up:

The Kindle blinks ”“ as if it’s remembering where it was ”“ and then displays a screen that’s usually composed of text. The content of the screen changes, but the quality of it doesn’t. Ther’s no sudden change in brightness or contrast, no backlight. If you hadn’t witnessed the change, you might not think there was anything to pay attention to there.

When the iPad wakes up, everything else in the room disappears; your attention’s been stolen by that burst of light.

He goes on to describe the Kindle as having a “quiet confidence” while the iPad constantly seeks your attention. The conclusion serves as a healthy reminder of the scope of true user experience:

The Kindle, much like a paperback book, is just as happy “asleep” as it is in use. It’s a reminder that the design of genuinely ubiquitous devices and products is not just about what they are like in use; it is also about what they are like when they are just present.

We need to remember that even on the web, we’re not just designing online experiences. All the touch points with users have to be designed. Yet we often don’t apply user-centred design principles to areas like customer support and logistics. Let the Kindle’s “asleep” state remind us to do so.

Marco Arment recently wrote an excellent post about the differences between Apple and Microsoft customers. It got me thinking about Windows 8, Metro UI, and a slightly different theory on what Microsoft is trying to accomplish with the next version of their operating system. Here’s Marco:

People who aren’t willing or able to compromise on their needs regularly are much more likely to be Windows customers. The Windows message is much more palatable to corporate buyers, committees, middlemen, and people who don’t like to be told what’s best for them: “You can do whatever you want, and w’ll attempt to glue it together. It won’t always work very well, and you might not like the results, but we will do exactly what you asked for.”

He leaves out one important group of people who are also more likely to be Windows customers: regular users who don’t care about computers at all, and just want something to perform their daily email / browsing tasks on. Matt Gemmel sums up this crucial market really well:

The biggest (and most lucrative) set of customers is ordinary people, without a computing degree or specialist knowledge. These are people with no interest in specific technologies, but only in how easily they can finish today’s tasks without reading the manual. Apple caters to that market; companies who loudly proclaim their device supports CSS3 and MPEG4 and SDHC don’t even understand that it exists.

I agree with Marco’s (and Matt’s) main point: one of the main reasons for Apple’s success is their ability to compromise in the way that designers use the word: saying no to the right things. And that the Microsoft team will need to learn to compromise like that if they want to compete seriously on the tablet front.

Still, most people buy Windows PC’s not because they care about extensibility or because they have moral objections to Apple’s supposed walled garden. Most people buy Windows PC’s because they are just plain indifferent. It’s what they know, it’s what they’ve always used, and they don’t care enough about computing to consider other alternatives. This isn’t a good or a bad thing in itself, it’s simply the way it is.

One OS to rule them all

Microsoft’s decision to combine the desktop and tablet UI (Metro) on PC’s and provide access to both from the same device is the most interesting part of the unfolding Windows 8 story - particularly because we don’t know how regular users will react. Gruber nails the main problem with this approach:

I’ve been thinking all along that I’d rather Microsoft have let Metro stand alone as a next-generation OS, separate from Windows. I’m hung up on the question of how any OS that lets you do everything Windows does could compete with the iPad, because the iPad’s appeal and success is largely forged by the advantages that come from not allowing you to do so many of the things Mac OS X can do.

Surely Microsoft knows that this might be problematic for developers and users alike. I have to believe that they’re not that short-sighted. So why would they go ahead with this awkward combination? We have to consider that combining the two UI’s is part of Microsoft’s response not just to the fact that herds of people are abandoning Windows PCs for Macs[1], but also to how these users are finding their way to a new Mac on their desks.

A story that got a lot of attention recently is how Mike Elgan, the editor of Windows Magazine, made the switch from Windows to Mac. He talks about the beginning of his… um”¦ “conversion” using the phrase “gateway drugs” to describe his experience with Apple’s non-Mac devices:

The perfect out-of-box experience with the iPhone, the elegance of the whole experience of using an iPhone, re-set my expectations for how consumer electronics and computers should function. I started looking at the out-of-box experience of buying a Windows PC with a new contempt. The crapware. The stickers. The anti-virus software problem where the cure is worse than the disease. The flimsy hardware. It’s not so much that I despised Windows PCs, but that it felt like Microsoft and the PC makers despised them, like they all have no respect for their own platform.

Be afraid, Microsoft

This, more than anything, should scare the crap out of Microsoft. Apple is using iPods, iPhones, and iPads - considered “non-threatening” devices by the masses - to get users to reconsider their computing worlds.

Suddenly regular users start doing something they’ve never done before: wonder if maybe, just maybe, the Mac experience can be as pleasant as that of an iDevice. So when their Dell crashes for the 10th time in a week and it’s time for a new computer, that iPod in their pocket serves as a not-so-silent reminder: why not just walk into an Apple store and see what all the fuss is about?

So maybe that’s what’s going on with Windows 8 and Metro. More than just their version of a tablet UI, Microsoft could be placing their bets that regular users will pick up a Metro style tablet, like it a lot, and remain comfortable on their Windows PC’s knowing that the Metro UI is available for them there as well.

Everyone is uncomfortable with change, so if Microsoft can promise a consistent experience across mobile and desktop devices, it could stop the hemorrhaging to Apple products that we’re currently seeing. I’m not saying that it will work, just that it’s an interesting strategy for which they should at least get some credit.

I’ll leave the final word to Marco, who wraps up his post articulating what a giant gamble it is to combine the very different metaphors of desktop and mobile UI’s:

But how will their customers react?

Will Metro be meaningfully adopted by PC users? Or will it be a layer that most users disable immediately or use briefly and then forget about, like Mac OS X’s Dashboard, in which case they’ll deride the Metro-only tablets as “useless” and keep using Windows like they always have?

Still, Metro is the first thing to come out of Microsoft that I’m interested in since the Xbox. It looks genuinely innovative in many areas, and I can’t wait to see how this all plays out.

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1. Be honest: when is the last time you heard a story about someone switching from a Mac to a Windows PC? ↩

James Gleick provides a very interesting excerpt from his book The Information in the article How Information Became a Thing, and All Things Became Information. In the excerpt he discusses the inventions that allow us to record and preserve information (like the transistor and the “bit” as unit of measure), and how this fundamentally changed society:

The information produced and consumed by humankind used to vanish””that was the norm, the default. The sights, the sounds, the songs, the spoken word just melted away. Marks on stone, parchment, and paper were the special case. It did not occur to Sophocles’[1] audiences that it would be sad for his plays to be lost; they enjoyed the show[2].

Now expectations have inverted. Everything may be recorded and preserved, at least potentially: every musical performance; every crime in a shop, elevator, or city street; every volcano or tsunami on the remotest shore; every card played or piece moved in an online game; every rugby scrum and cricket match.

It looks like a great book. James, if you’re out there, when will the Kindle edition be available?

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1. The Wikipedia entry on Sophocles is fascinating.↩
2. Speaking of enjoying the show. â†©

There was plenty of chatter about RSS over the weekend, mainly because of this “you’re doing it wrong” article on Ars Technica.

Most of the responses I’ve seen are strong defenses of RSS, and I’m happy about that. There has been so much talk about Twitter replacing RSS that I’ve been wondering if anyone else still uses it as much as I do. In fact, because of the iPad and apps like Reeder, my RSS usage is at an all-time high.

Marco Arment argues for a combined Twitter/RSS setup:

I can follow tons of low-traffic sites and keep my reading list more diverse than if I relied only on social links, but other people ensure that I never miss anything great on the high-volume sites.

Ben Brooks has a different use case (more similar to mine) - he subscribes to lots of feeds, but he doesn’t allow the unread count to bother him. He makes a good point about not blaming RSS if you feel overwhelmed:

A tool is a tool. Should I get mad at my car because there are thousands of miles of road I haven’t driven yet to drive? No. If you don’t like RSS don’t use it. If you want to use it but don’t want to have thousands of items, then use it like Marco does. Or use it like I do and check the feeds more often.

But of course, no discussion on RSS is complete until its creator weighs in. Dave Winer blames feed readers (like Google Reader) and their insistence on showing you how many unread items you have, and asks us to separate that from the technology itself:

If you miss five days of reading the news because you were on vacation (good for you!) the newspaper you read the first day back isn’t five times as thick as the normal day’s paper. And it doesn’t have your name on the cover saying “Joe you haven’t read 1,942,279 articles since this paper started.” It doesn’t put you on the hook for reading everything anyone has ever written. The paper doesn’t care, so why does your RSS reader?

These guys all make a very good case for RSS so I’m not going to say too much more about it. I do want to add something I haven’t seen mentioned before though: using folders in your RSS reader to help manage the deluge of information. Here is a screenshot of my folder structure in Reeder:

I have a certain set of blogs that I tag as favorites, and those are the ones I read first. If ther’s time I move on to the others.

Note that I have a folder called “Large tech blogs”. The usual suspects are in there: TechCrunch, Mashable, Ars Technica, Wired… These blogs post a lot, so when the unread numbers get out of control I typically just scan some headlines and then mark all as read. With the big blogs I know that if something is really important, Twitter will tell me.

RSS will remain an important part of my workflow, and since I turn dock unread badges off, I don’t feel like my app of choice is silently judging me.

Setting up folders and actively managing your RSS feeds is hard work. But the payoff is huge for me - I can quickly get a broad overview of what’s going on in the industry without having to rely on the fleeting nature of a tweet coming across my timeline.

I’m a die-hard fan.

(By the way, if you’re interested in following my shared items, you can do so here)

In There Will Be No Files In The Cloud Fred Wilson argues that file-based cloud computing will become a thing of the past:

This is why I love Google Docs so much. I just create a document and email a link. Nobody downloads anything. There are no attachments in the email. Just a link. Just like the web, following links, getting [stuff] done. I love it.

That’s the future. I’m pretty sure of it.

He has a point, but I think it’s important to clarify what he means by “file”. Sorry to go all Wikipedia on you, but I promise ther’s a point on the other side. Wikipedia defines a computer file as follows:

A computer file is a block of arbitrary information, or resource for storing information, which is available to a computer program and is usually based on some kind of durable storage. A file is durable in the sense that it remains available for programs to use after the current program has finished.

The point being that a file is a block of data that is accessible to the programs that need it. Based on that definition files are certainly not going away, because software will always need access to the data that makes it more than a pretty shell.

What is going away though is the need for users to care about files: where they’re located, what file extensions work with what, etc. The best example currently in the wild is probably Notational Velocity, a text editor for the Mac where you don’t need to worry about where your files are located. From the web sit’s description:

The same area is used both for creating notes and searching. I.e., in the process of entering the title for a new note, related notes appear below, letting users file information there if they choose. Likewise, if a search reveals nothing, one need simply press return to create a note with the appropriate title.

Those files still exist, you just don’t have to go into Finder and start a search from there. Ther’s no File | Open command because it’s not needed. The data is in the app, and you interact directly with it. So if that’s what Fred Wilson means by saying “That’s the future. I’m pretty sure of it.” then we agree. But if he means that w’ll lose the “computer file” as an entity, I disagree. Fred ends his piece with this:

So if you are working in the cloud storage space, I think you’ve got a bit of a conundrum. The reality of the market today is that people use files. You need to support that use case, enhance it, and make peopl’s lives easier. But over time, that use case will go away. And what people will want is a service that doesn’t have files as the atomic unit.

I don’t think it’s that big of a conundrum. Notational Velocity doesn’t care where I store my .txt files, but I happen to store them in Dropbox. It doesn’t mean I now have to think about my files and wonder if they’re ok over there. It just means that the app pulls its data from a folder in Dropbox.

So taking that example all the way to the future of the computer file, this could be a great selling point for cloud storage companies: we host your files/data so that your apps will work anywhere and on any computer. (Ok, that sentence might need some Marketing magic, but you catch the drift).

Even if manipulating files becomes a thing of the past, data isn’t going anywhere. BBEdit 10 is already going down this road - they are encouraging users to sync application support files with Dropbox so you can easily maintain multiple installs. My guess is that many apps will take this approach where they add seamless data syncing to their offering without having to go into the cloud storage business themselves.

We don’t have to kill files. We just have to build apps that allow users to stop thinking about them.

My favorite sentence from John Siracusa’s epic review of Mac OS X Lion is this one:

Apple appears tired of dragging people kicking and screaming into the future; with Lion, it has simply decided to leave without us.

And nowhere in Lion is this more apparent than what appears to be everyone’s least favorite feature: inverted scrolling on the trackpad. As I’m sure you know, what this means is that scrolling now mirrors how it works on iOS devices: you essentially drag the content up and down the screen, as opposed to moving the viewport of the application like we’re used to.

I love this change - it took me about 5 minutes to get used to it. But I appear to be in the minority with this opinion. It sounds like the first thing most people do once Lion is installed is head over to Settings and change it back to the old way of scrolling. So I’d like to step back a little and use this change to talk about UI conventions and when it’s ok to change them. To do that, let’s first look at what we know about Apple’s direction for their operation systems.

Data Is The Future

We got our first glimpse into Apple’s future at WWDC, where John Gruber summed up the keynote as follows:

Googl’s frame is the browser window. Appl’s frame is the screen. That’s what w’ll remember about today’s keynote ten years from now.

Robert X. Cringely touched on the implications of this in an article about Facebook where he says this:

The trend is clear from “the computer is the computer” through “the network is the computer” to what’s next, which I believe is “the data is the computer.”

The point is this. Up to now the metaphor we’ve had about computers is that data = files, and we view this data through windows (with a small “w”). We then manipulate these windows around to get things done. With the introduction of iOS, Apple noticed that the metaphor is not only unnecessary, it’s also not the most effective way to do things.

Instead, Apple wants us to remove the current abstraction from our data (the file system and the “window”), and instead focus on and interact with the data itself. Our data no longer has to be served to us through a middleman - we can go straight to the source. In this context, inverting scrolling behavior makes total sense. Why would you move a window around to see data that sits somewhere behind it, when you can manipulate that data directly? If the data is the computer, scrolling down should move your words down the page, not up.

Inverted scrolling is only one piece of the puzzle. Full-screen mode, disappearing scroll bars, auto-save - these are all new features in Lion that build on this fundamental shift away from file-based computing to data-based computing[1].

But there is a problem with this shift, as we’ve seen from the outcry. People are used to doing things a certain way, and you can’t just go ahead and change that without asking permission. So how do you deal with a change like this?

Floppy Disks And UI Conventions

Another example of this kind of conundrum is the trusted old “save” icon - the floppy disk. My 2-year old daughter will probably never see a floppy disk in her entire life, yet she will learn that the floppy disk icon = save action. Some have tried to change this - recently David Friedman proposed a baseball home plate as replacement icon.

But getting every software developer (and user) in the world to adopt a new standard like this seems nearly impossible. So, we’re stuck with the floppy disk for now[2], even though it is an outdated metaphor, similar to how scrolling currently works.

So this is where we need to go back to the theory. In essence, reversing scrolling behavior lines up with one of the fundamental heuristics of UI design: there has to be a match between the system and the real world:

The system should speak the users’ language, with words, phrases and concepts familiar to the user, rather than system-oriented terms. Follow real-world conventions, making information appear in a natural and logical order.

There is a tension here. Users are familiar with the current concept of scrolling. Yet, I’ve tried to argue above that the new way is actually more natural and logical. Apple is essentially caught in the middle of this UI heuristic, and they had to make a choice. So the question becomes, when is it ok to change what’s familiar to something that’s different but more natural and logical?

You’ve Got To Leave It Behind

The answer is that you make such a change when you believe it’s part of a much bigger trend in computing, and you’re willing to take the negative backlash because you know you’re doing it for the greater good. Ok, stop rolling your eyes. Yes, I’ve been accused of drinking the Apple Kool-Aid just a little bit too much lately. But hear me out, and re-read that Seracusa quote in the beginning of this post.

Apple is undeniable moving iOS and Mac OS X closer to each other. And in their future, direct manipulation of the data (primarily through touch) is at the center of a larger computing shift first introduced by the iPad. So they are making this tough call now, saying, “this is where we’re going, don’t get left behind.”

In short, I implore you to take John Gruber’s advice on this:

My number one Lion tip: No matter how wrong it feels, stick with the new trackpad scrolling direction. Give it a week.

Six months from now I think we’ll look back at Lion and iOS 5 as the operating systems that ushered us into the era of the data as the computer. And we’ll be better for it.

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1. Apps like Notational Velocity have been going this route for a while, where the file system is completely hidden. You don’t interact with it at all, unless you really want to.↩
2. At least until all developers follow Apple and Google Docs (to a certain extent) and replace save icons with auto-save options.↩

I like Google+. I like it because it’s clean and well-designed. I like it because it feels fresh - like moving into a new neighborhood after the one you came from got taken over by fake farms and endless profile picture changes. But most of all I like it because it’s quiet.

Since it’s in limited Beta it means it’s still mostly populated by early adopters. So I can interact with brands like Mashable and Smashing Magazine and feel like I’m part of the conversation - something you can’t really do on Twitter and Facebook with mass-brands like that.

This thing is going to be huge

But alas, this will probably not last. Sooner or later the floodgates will open, and before you know it the once pristine Google+ neighborhood will once again get overrun and fall prey to the meaningless graffiti that also transformed Facebook from social network to chaotic metaverse. Rocky Agrawal sums it perfectly in When Google Circles Collide:

[Google+] doesn’t do anything to solve the biggest problem with social networks today: increasing the signal to noise ratio.

So the masses will descend, and we’ll be back to hunting for pockets of information among the endless streams of data. I’m getting tired just thinking about it.

Well, maybe it won’t be such a big deal

I could be wrong. The smart money might actually be on betting that Google+ never even gets enough adoption to become the loud mess that Facebook is today. The reason for that lies in an article that made the rounds a few weeks ago, A Brief History Of The Corporation:

Take an average housewife, the target of much time mining early in the 20th century. It was clear where her attention was directed. Laundry, cooking, walking to the well for water, cleaning, were all obvious attention sinks. Washing machines, kitchen appliances, plumbing and vacuum cleaners helped free up a lot of that attention, which was then immediately directed (as corporate-captive attention) to magazines and television.

But as you find and capture most of the wild attention, new pockets of attention become harder to find. Worse, you now have to cannibalize your own previous uses of captive attention. Time for TV must be stolen from magazines and newspapers. Time for specialized entertainment must be stolen from time devoted to generalized entertainment.

What does this mean? Google+ time has to be stolen from Facebook time. And good luck with that, Google. It’s all because we have this stupid thing called limited time:

Each new “well” of attention runs out sooner. Every human mind has been mined to capacity using attention-oil drilling technologies. To get to Clay Shirky’s hypothetical notion of cognitive surplus, we need Alternative Attention sources.

So that’s the real problem for Google. Theirs can’t be an acquisition strategy, because most people who are on a social network are already on Facebook. So it will have to be a migration strategy. As Dare Obasanjo put it:

For Google+ to be successful it means people will need to find enough utility in the site that it takes away from their usage of Facebook and Twitter, and perhaps even replaces one of these sites in their daily routine. So far it isn’t clear why any regular person would do this.

Google+ wants Circles to be the thing that convinces users to switch. They’re betting that enough users will want to share different things with different groups of people that they’re willing to give up their networks and start a new one. I just don’t think that’s a strong enough argument. Coming back to Agrawal’s point: the real problem is how to get better signal out of the noise of social networks. That’s a need that no one has filled yet.

There’s a parallel to the tablet market here. Trying to compete with the iPad is absolutely futile - you will lose. Instead, HP has a very smart strategy with their TouchPad:

HP acknowledged Appl’s dominance in the tablet market, but said Apple wasn’t its target with the TouchPad.

“We think ther’s a better opportunity for us to go after the enterprise space and those consumers that use PCs,” said Kerris. “This market is in it’s infancy and there is plenty of room for both of us to grow.”

They looked for a gap in the market, and they’re working actively to fill it. So it’s certainly not impossible that enough people migrate to Google+ for Metcalfe’s Law to kick in and we start to see some real network utility. But it’s going to be a tough sell unless they find that real gap in the market.

So which one is it?

Which way do I want it go? I’m on the fence. For now I’m enjoying the peace and quiet in the new neighborhood. But that can also get boring pretty quickly. So I want my cake and eat it too. I want Google+ to scale and at the same time figure out how to solve the signal to noise problem in social media. Is that too much to ask?

South African movie site Ster Kinekor just relaunched their web site to much fanfare. Much of the discussion I’ve seen on Twitter about the new site is about their decision to remain completely reliant on Flash. I agree with all the technology arguments against Flash, but I want to take a slightly different approach here and talk about Flash as an enabler of bad user experience.

You see, Flash is like the guy who keeps giving your alcoholic uncle a drink while the rest of the family is trying so hard to help him get sober. Every time he gets close to quitting he gets “one more drink” from somewhere and falls back into bad habits. And this is what Flash is to user experience.

Every time you might get close to following standard UI conventions or have a simple flow, Flash comes in to whisper sweet animatic nothings in your ear… “Just one more flyout,” it says. “Just one more hover state - come on, everybody’s doing it.” Designing a boring old button? “No man,” says Flash, “we can make this thing move and light up with Flash, wouldn’t that be cool?”

And before you know it, you have this:

In my view, most of the user experience issues with the old Ster Kinekor site have not been addressed in the redesign. For example:

• There is no visual hierarchy on the site. Everything is important, so nothing is important. I just don’t know where I’m supposed to click.
• Animations are intrusive and adds to the confusion.
• Standard UI conventions are ignored. Buttons don’t look like buttons, links don’t look like links (links are grey on the site…).
• Forms are non-standard and not easy to fill out. For example, the checkout flow uses skeuomorphic design to make the credit card look like a real card, but it’s just confusing. And you can’t copy and paste your card number from a different document.

There are more issues, but that’s not really what this post is about. This post is a call to cutt off Flash as a primary development technology on a web site, not just because it’s slow, difficult for SEO, doesn’t work on iOS, and all the other technical arguments against it.

We need to cut off Flash mostly because it makes it way too easy to design bad user experiences. The web is undeniably moving beyond Web 2.0 (whatever that was) and into an era where simple designs that put content first provide the best user experience. And Flash simply doesn’t fit that mold.

Perhaps the most succinct summary of Monday’s Apple WWDC keynote is this tweet by Dustin Curtis:

I understand the sentiment, and a lot of the post-keynote blog posts echoed this general statement. The most measured response, in my view, came from Marco Arment, the creator of Instapaper:

If Reading List gets widely adopted and millions of people start saving pages for later reading, a portion of those people will be interested in upgrading to a dedicated, deluxe app and service to serve their needs better. And they’ll quickly find Instapaper in the App Store.

I’m certainly not going to stop using Instapaper. I’m deeply invested in the service and can’t see myself moving to Safari any time soon. But that’s beside the point. Here’s the point.

I find it strange that people are freaking out about how Apple is going after successful apps and integrating them deeply into Lion and iOS. Here’s Rich Mulholland (well, censored a little bit):

For my part, I agree much more with Justin Williams when he says:

Some people grow frustrated by Apple continually making inroads in existing developer’s territory, but it comes with being a part of the platform. The key is to ensure your product lineup is diverse enough that you can survive taking the blow Apple may offer at the next keynote.

The Theory

And this is where we have to start talking about Sociology theory (No, don’t go away, this is going to be great!). One of the key concepts in Social Network Theory is Ronald Burt’s theory of ‘structural holes’. This theory aims to explain how competition works, and argues that networks provide two types of benefits: information benefits and control benefits.

• Information benefits refer to who knows about relevant information and how fast they find out about it. People with strong networks will generally know more about relevant subjects, and they will also know about it faster.
• Control benefits refer to the advantages of being an important player in a well-connected network. In a large network, central players have more bargaining power than other players, which also means that they can, to a large extent, control many of the information flows within the network.

Burt’s theory of structural holes aims to enhance these benefits to their full potential. A structural hole is “a separation between non-redundant contacts” (Burt, 1992). The holes between non-redundant contacts provide entrepreneurial opportunities that can enhance both the control benefits and the information benefits of networks.

To understand the role of structural holes in this regard, it is necessary to understand the concept of tertius gaudens. Taken from the work of George Simmel, the tertius gaudens is defined as “the third who benefits” (Simmel, 1923). It describes the person who benefits from the disunion of two others. For example, when two people want to buy the same product, the seller can play their bids against one another to get a higher price for the particular product.

Structural holes are the setting in which the tertius gaudens operates. An entrepreneur stepping into a structural hole at the right time will have the power and the control to negotiate the relationship between the two actors divided by the hole, most often by playing their demands against one another.

Apple’s Strategy

This is exactly what Apple is doing, and have been doing from the start when the first iPhone came out (maybe even before). They saw the structural hole between 3rd party developers and consumers, and walked right into it. Through the app store, they built an enormous network (information benefits) where they broker the relationship between developers and users (control benefits). By providing developers with a massive audience, they became “the third who benefits.”

I also don’t think they’ve been particularly secretive about this strategy, so it shouldn’t come as a surprise to developers that if they have a one-platform strategy, and that platform is iOS, they might get disintermediated at some point.

Which brings us back to Marco Arment and Instapaper, and why I don’t think he’s in trouble. Instapaper is an ecosystem that’s intimately part of my workflow. It’s integrated with Firefox, iPhone, iPad, Twitter, Google Reader, Flipboard, Zite, … the list goes on. I’m not going to switch away, because I don’t see Instapaper as an iOS app. I see it as a solution to my reading needs.

So should developers still make iOS apps? Of course. But it’s important to realize that the product shouldn’t be the app. The product should be the problem you solve for users, on multiple platforms and in a simple, integrated way. Those are the apps that will survive (and even thrive) despite any changes that occur on Apple or another platform.