from pull to push

The increasing popularity for desktop applications, webbrowsers, widgets and application platforms the question rises what will be the possibilities for the branding and Marketing issues of companies.

With Swoot this is an important part of our strategy.

How to use the rich internet solutions for brands in their strategy is providing uniqueness and experience for the brands end users.

i.e. Nike is trying hard with cool flash sites to get to the user and make them experience the Nike feeling, or Heineken beer is sponsoring the UEFA champions leaugue to get to the soccer fan with their brand. They even created a widget-like application wich runs on your desktop.

So user experience is the key factor. Gladly Swoot can deliver that. Within several weeks two branding concepts from Swoot will launch ( a cartoon tv company and a company for newsvideo distribution). And more brands which we are negotiating with as we speak ( of course I'll keep you up to date with that).

So what does Swoot add to that uniqueness and experience factor > the magic word is Push technology.

Because of the fact that our technology is server based , you don't have to download an application. It runs from a server adress and with that the browser can work like a website.

Because of the single plugin we use, we give brands the possibility to build their own branded plugin, which will install a branded icon on your desktop.

This technology also enables the possibility to create an interactive icon. This icon will blink, make a sound, change color or highlight every time the backend is changed. So every time the browser content or the webcontent inside the browser is changed the branded icon can interact with the desktop of the user and makes narrowcasting become possible.

With this feature the pull strategie ( scream to everyone "come to my website") can make place for push strategy ( don't scream , just push forward the change).

Underneath you'll see some examples

Dekoh

Last friday I saw an interesting article on the techcrunch blog posted by Ryan Stewart.

Dekoh is another initiative for getting content and applications to the desktop. They created a desktop platform where users can browse on and offline content and applications, build their own and share applications. There are three parts in Dekoh:

- Desktop > you have to install this 4mb installation to get access to the services ( i presume, because it is not possible to view it yet)

- Applications > all rich content applications build by Dekoh-

- Network, Here you can share the applications you use with other Dekoh users, like photo's music etc.

If you already want to see the things they do, you can view the presentation here http://www.dekoh.org/presentations/DeveloperIntroToDekoh.pdf
http://www.dekoh.org/ .

Within a few weeks yo'can get access to the early access software

One of the things Dekoh tries to do is to let users stop uploading to all kind of sites but just share these items from up your own pc.

With all this the question rises what the difference between Dekoh and Appollo seems to be,Vijah Puller, CEO of Dekoh says;

1. Apollo apps don’t run on standard web browser (IE, Firefox) but inside their own UI. Dekoh applications run on any browser.
2. Dekoh consists of Dekoh Desktop (software) and Dekoh Network (your own portal like ryan.dekoh.net). You can share content from the desktop and viewers can go to your Dekoh network site and view your shares. I think Apollo does not offer sharing this way
3. Dekoh supports most popular web standards like JSP, Servlet, Flash and AJAX. I know Flash and AJAX is supported on Apollo, not sure of others
4. Dekoh is open source

There are some ideas on http://www.dekoh.com/build.jsp2. Some that dekoh ships are http://www.deko...com/explore.jsp.

Again a very interesting development on getting content and web applications to the desktop. When I receive my login for Dekoh within several weeks I will let you know what it really looks like