In the current paradigm there are still barriers that prevent such an evolution.
Providers want to continue and cultivate a siloed digital landscape through proprietary applications that aim to keep them captive in their sites. It is in their interest to keep a strong hold on my accumulated data and not allow its portability.
You still have disjoint profiles and identities. Current profile fragmentation is due to the fact that there is no global contextification architecture that can serve as a universal reference base.
In various social networks and applications, different tools, choices and varied points of interest create complex interactions. As a result, in many sites you can express your views and affinities through like, follow, comment, recommend and share with friends buttons, research on-site through comparative shopping links. But all that does not yield an inclusive harmonious prism that you can capitalize on elsewhere.
Blurring of boundaries – where the ecommerce world infiltrates into our social platforms , our social spheres are used as social graphs for marketing purposes, and up to the unilateral attitude of transporting commercial arenas to new social platforms– as is the case with social marketing.
Another example of blurring of boundaries, when social spheres become social sales and marketing broadcast platforms is Facebook marketing, where a social communication platform set for individuals becomes a home and sales arena for retail brands.
It generates a new war between the Facebook and Google around owning the biggest chunk of the digital sum total through their platforms. They are the major interaction portal, by adding an integrated intuitive communication platform (Facebook) or social ingredients to search (Google). They facilitate collecting, storing and using your data, as profit making mechanisms. None are truly committed to protect your privacy and would love to come with more creative ways to manipulate your data for their benefit.
So, whoever wins you still stand to loses.
Such solutions do not satisfy the holistic aspiration of an Icentered web experience, because although the business models of these companies stem directly from the user, they depend on 3rd parties and therefore do not necessarily cater for your needs as a prime consideration. Hence you have every reason to apprehend that you may be manipulated as a tool in the profit making mechanisms your privacy is breached, your data may be shared without your knowledge and certainly without your consent.
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