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A chimp ninja just stole my car

It struck me the other day after downloading, installing, sighing deeply to myself and then uninstalling the latest version of Skype for Mac, how much the principles of software product marketing have changed with the arrival of (effectively) zero cost of software distribution on the web.

I’ve written on here previously about my discomfort with the way that Twitter seems to unilaterally and utterly change its user interface at what seems like the slightest whim, and how such behaviour runs entirely against the way that software you pay for is updated and improved. There aren’t many software product managers who would spring a complete redesign of their app’s UI on a paying customer base without warning, never mind protracted consultation.

Imagine you’d paid for a Ford Focus only to wake up one morning six months later to discover that a crack Ford spec ops team had sneaked in under the cover of darkness, with night vision goggles and everything, and replaced your much loved Focus with a completely different colour and model of car. AND in the process they’d taken your Bee Gees greatest hits CD. Now, if on the other hand Ford had given you a Focus completely free of charge and then done the overnight ninja switcheroo on you, you’d find it understandably hard to find any basis upon which you could really complain.

That’s sort of how I feel about the way Twitter and Skype just fundamentally change their user experience on me. I really liked the old Twitter iPhone app and I’m still rolling with a two plus year old version of Skype for Mac. I really don’t like either of their latest versions and so, for as long as it’s technically feasible for me to continue to use the old versions, I doggedly will.

However I don’t pay for either and presumably the Twitter and Skype product marketing geniuses have determined that their only hope of monetization is to accentuate features that make their apps either more attractive to people with advertising budgets to spend – in Twitter’s case – or people who tend to make the kind of calls that cost money – in Skype’s case – by accentuating the revenue generating aspects of their apps, and muting the free’n’easy design conventions that old true freeloaders like me prefer.

And when you think about it, both Skype and Twitter (and Facebook for that matter, but unfortunately for my point I actually like the new Facebook UI) are entirely justified in squeezing me out of the equation, in fact in a business sense it’s absolutely the best thing for them to do. Why expend their valuable resources on someone who is in effect un-monetizable inside the context of their free / freemium / ad driven revenue and design models when there are four billion Justin Bieber fans out there with their parents’ credit card details.

And so I think we’ll probably see a further splintering of the disciplines of software design and feature innovation where new monetization principles of the web sit alongside on traditional expectations and revenue models. This isn’t actually a complaint, and in fact I think it’s pretty remarkable that software design decisions are now apparently* informed by such sophisticated commercial reasoning and behavioural data.

* I say ‘apparently’ because I don’t know for a fact that Twitter’s or Skype’s product managers actually operate this way. Perhaps I’m crediting them with too much intelligence and it’s actually a just a chimp pressing big buttons whenever a picture of a banana appears amid a random sequence of images on a screen in front of it. Wouldn’t be the first time.

 

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6 comments

Jason M. Blumer, CPA.CITP
17 January 2012 #

Dude, nice use of the Ford Focus in this blog post. Not a good example, but I get the point. Love the post dude, and totally agree! Thanks for protecting our UI Xero. Did you hear me? It’s ‘my’ UI, not yours.

Gary Turner
17 January 2012 #

Glad you liked it. After the recent feedback about the blog, I took extra special care to try to strike just the right tone while scoring special combo points for referencing the Bee Gees, Bieber and ninjas in a blog post about software design.

Blair Hughson
17 January 2012 #

Love it. I was looking forward to seeing who would be the brave one to write the next blog post here!

Accountancy
17 January 2012 #

ha, think about how Microsoft done to us… that’s why I turn to Mac! Love it so far.

Brendon
17 January 2012 #

Agreed completely on the free vs. paid aspects. I too refuse to upgrade to the newest versions of Skype, but I know one day I might be forced. The difference is, I am a paying customer and I do not like the direction Skype has gone in the past few years. Unfortunately, its the only stable, feature filled, international VOIP product on the market that vitally needs competition (still holding out hope for Google Voice/Talk).

Colo
18 January 2012 #

‘Why expend their valuable resources on someone who is in effect un-monetizable inside the context of their free / freemium / ad driven revenue and design models when there are four billion Justin Bieber fans out there with their parents’ credit card details?’

We are the 99% percent? Er ….uh….. hmmm…

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