I was listening happily to our metadata and convergence CIKTN panel at Innovate 10 this week, until my colleague Simon, the panel’s metadata champion, said he actually looked forward to his ‘amazon recommends’ suggestions.
I thought, how can I call myself a champion for ‘experience led innovation’ if I don’t push back on this!
I admit I personally consider Amazon to be one of the great wonders of our time and I have been a frequent customer for a decade. But, like many, I use it because it gets the basics right: fewest clicks to order and fast reliable delivery. I’ll even admit that I have, once or twice even bought an ‘amazon’ recommendation. (usually a business book when researching a specific topic).
What I have never ever done, is actually look forward with delight to Amazon’s prompt that “if I like this book, (it’s metadata based algorithms compute that) I might like this other book”.
In fact my only bad Amazon experiences happen when I'm trying to discover new content. The benchmark ‘traditional’ experiences of discovering new content are rich and varied, they include reviews, recommendations from friends & family and discovering new titles from browsing nice graphics on carefully merchandised displays.
One of the key findings of the CIKTN beacon report on digital content consumption was that customer value will be found in the richness of the new media discovery and consumption experiences. So It seems to me that to ‘get real’ the metadata conversation needs be a bit more inquisitive about the cultural richness within these traditional media worlds. If we can get this ‘old / new’ balance right then we will have a very British take on new media that can have a massive global impact.
So my challenge to you Simon is this: show me and the world how metadata can be harnessed to create really enjoyable, highly valued content discovery experiences that will awe and inspire lovers of the traditional media, or at the very least offer something a lot richer than ‘Amazon recommends’!
Posted by Gus Desbarats – theme champion experience led innovation