Tagged 'google docs'

New Buzzword: 'Browser Blur'

Posted by Adam Kleinberg on March 30th, 2009 at 12:00 am

There's an important trend that we're all experiencing, but has not yet made the radars of most marketers. I call it 'Browser Blur.'
Browser Blur is the blurring of the lines between online and offline, between the web and the desktop (and, yes, I made it up).
From the Browser to the Desktop
On one hand, applications that pull content from the web are no longer sentenced to live inside the browser. Those prison walls are have been broken down. The best example of this is iTunes. Apple may not have "ads," but they certainly market plenty in the iTunes Store. I'd be willing to bet that a good number of people reading this are accessing Twitter from their the desktop without launching a browser via Tweetdeck, Twhirl or Seesmic.
Take a look through Dashboard Widgets on Apple's website. Brands from Virgin Atlantic to Petsmart to MSNBC have all created small branded applications that stream content to your computer without ever launching a browser. Microsoft has Gadgets (basically Widgets for the PC) in Vista and has hundreds of them available for download on their website.
This is an incredibly powerful tool for marketers because users choose to download these... Read more