Everything “publishers” build going forward needs to be consumer driven, or initiated, or pulled. Barry hinted at this when he spoke of enhancing the knowledge around “intent” of a consumer. I believe in this to an extent but ultimately I think services need to be architected this way from the start. Publishers who lack this knowledge of intent need to rebuild a service the new way then kill off their old offering, not tweak the old version.
So my test for a modern “publisher” is:
- Does the service put the user in charge of the interaction, on their terms?
- Is a value exchange with the user inherent in the service?
- When customers are using the service, does the publisher absolutely understand the intention of their attention?
- As a result of the service, does the publisher learn more about the customer (i.e if they sell them a ring tone or article covering global warming, they really don’t. The point is, such a transaction is not a value exchange and the publisher can’t claim this consumer is a targetable entity going forward.)