Be a Destination, Not a Gateway
By identity on Feb 28, 2008
This morning, Slashdot picked up the post by BobB-nw: "Telecommunication companies need to go beyond just providing bandwidth and look into acquiring Internet destination sites that are heavily trafficked, says Sun Microsystems Chairman Scott McNealy. "I have explained to every telco that either you become a destination site, or the destination site will become a telco," McNealy said at a news conference at Sun Microsystems' Worldwide Education and Research Conference in San Francisco on Wednesday."
I am the guy in Sun's Americas Software Practice tabbed with leading the effort to make Scott's vision a reality for our large telecom customers. If you were here with me at Sun's Immersion Week today, you could attend my class for Sun systems engineers on the topic of Project Destination.
Project Destination is a Sun Microsystems initiative to give reality to Scott's vision that: Telcos must become "Destination Brands" or they will be only "Network Gateways" to companies that are Destination Brands (note that I said "Brand", not "Site." The term "site" is too limiting. We are talking about services delivered across the spectrum of online devices - phones, TVs and web browsers.)
A Destination Brand will:
- Attract and retain subscribers to a brand
- High perceived value: what subscribers want, when they want it
- On demand information, media and online participation
- Deliver rich user experience
- Easy to use, responsive, innovative
- Highly personalized - context based
- Visually and aurally stimulating
- Blend media types - photo/video/sound/music/text
- Integrate user experience across three screens
- Mobile device, desktop/laptop and TV
- Enable new business models
- Subscription, personalized advertising, transactions, service aggregation, managed services ...
What in the world does this have to do with Identity? Identity is at the very heart of delivering highly personalized, context aware services to subscribers on their choice of device. I like to call it "Identity-enabled Service Orchestration." Stay tuned over the next few weeks as I discuss issues and solutions in more detail.