Amazon's MyHabit Launches with "Exclusive Membership" Gimmick. Except for Amazon Users (eg everyone).

Remember when Gilt Group and Rue La La first launched and you had to be "invited"? It was a genius marketing effort that established a brand of high-end exclusivity. It also was important in jump-starting the early viral channels (referrals and rewards). Of course, if you didn't know a registered user, you could "request membership" and, within a day or two, your invite would arrive. It was great positioning and marketing. This week Amazon entered the flash sale space with MyHabit. It is very much like Gilt and Rue La La, etc (and, for what it's worth, is very much unlike how I think they should play in the space).

To position themselves as Gilt and Rue did at launch, they too ask users to register and "request membership". The word "request" obviously suggests membership is selective and not instant (despite the headline "become a member instantly"). There is your exclusive, premium positioning.

But that is entirely pointless because anyone with an Amazon account already has an account: "hint: if you already have an Amazon.com account, you may use that to sign in." And of course anyone visiting MyHabit has an Amazon account.

This makes the marketing / positioning effort insincere and beyond gimmicky (since its an extension of a proven gimmick). Just put a big sign-on button and optimize the hell out of it. Then focus on the products and the experience. That's worked for Groupon and LivingSocial. And with Amazon's brand and massive audience, it's the better way to launch / play.

Use Facebook Connect to Eliminate Mobile App Registration, Login

I have two mobile application pet peeves: 1. when the first thing I see is a registration flow. 2. and when the registration doesn't use Facebook's steamlined flow. The goal for app developers is to convert downloads into users - and then drive repeat usage. Obviously conversion efficiency is critical ... and each incremental step is an opportunity for drop-off.

Facebook's new mobile Connect flow is a huge improvement and significantly better than asking new users to enter account information. There are two important options:

First, Facebook allows users to connect by running Facebook as a background application. How this works: when a users Connects with Facebook, Facebook opens as a new background application and asks the users for publishing permissions. Importantly, the user never needs to enter / type information AND the application automatically toggles to and from Facebook for authentication.

Second, you can also login directly to Facebook... and in addition to the email address, users can login using their mobile number. This is effective because:

1. your 10 digit phone number is likely shorter than your email address 2. typos are far less likely on the number keypad

Here is an example of Groupon's iPhone app automatically toggling to Facebook for authentication:

The only action by the user is agreeing to the normal publishing requests (using Living Social as the example):

And login via email or phone number:

Having to Unlearn Twitter to Learn Tweetbot... A Designer's Dilemma

After reading the rave reviews, I traded in Twitter's iPhone App for Tweetbot. It's great - glossy, fast and customizable. And while I prefer Tweetbot to Twitter's client - it made me realize how challenging / uncomfortable unlearning and relearning certain behaviors are. After using Twitter's application for so long, I struggle each time I want to reply or favorite a tweet. It's different and therefore challenging.

I am not entirely sure what the lesson is for Tweetbot: If the interactions are too alike Twitter's, the value proposition lacks; but if it is too different, it becomes unusable. Ultimately, the burden is on the developers to:

1. create a uniquely compelling product such that it is worth exploring & learning

1A. this is more difficult when operating within an exisiting platform (ala Tweetbot :: Twitter)

2. focus on the first user experience and convey the product's functionality (and intricies) immediately

3. don't over complicate the product. This is the most difficult part: distinguishing the product while still keeping it simple.

... and, even for Twitter, that can be hard.

Twitter Promotes Mobile Apps & SMS To Logged-Out Users. Smart.

A little over a year ago, I wrote about Facebook's post-logout promotion of Facebook Mobile - which helped to significantly increase iPhone usage (+20% in a week).

Meanwhile, another giant social / mobile player is now doing the same. Twitter has recently redesigned their homepage and, in an effort to view it, I logged out of my account today. I was greeted with the following screen:

For Facebook, the unit's efficacy makes sense because, despite targeting logged out users, it is still highly targeted ... and therefore still counts as "in the river marketing". So why shouldn't this work with Twitter?

And Twitter's approach to showcasing their App across all platforms is equally compelling (and reminiscent to Amazon's marketing).

Also interesting is the dual action item of "download now" and "use via SMS". Both actions route content directly to your mobile device either by email or SMS. Once there, you are either directly engaged or Twitter is able to direct you to the appropriate application / app-store. Smart.

Google Mobile Weather Demonstrates HTML5 Power

Search for "weather 94025" on your mobile phone. What Google has done is very impressive. First, the search result is overtaken with a weather forecast (similar to other 'smart search' categories like sports scores, news, etc). Second, Google has used HTML5 to effectively create a lightweight application within the browser. As you shift the slider, the weather, temperature and skyline color change according to to the time. The interaction is fluid and occurs instantly.

Obviously Google has also done terrific mobile work on their apps suite (ie GMail, Calendar, Docs, etc). And they are motivated to make the mobile web components work rather than core applications... which would have to work work cross-platform / device.

With Facebook Deals, Facebook Focuses on Friends

Last night, TechCrunch reported that Facebook announced the forthcoming launch of Facebook Deals. Facebook's clear push is around finding activities and local businesses that can be enjoyed among friends... which is a very different value proposition than 'big savings!': "Deals on Facebook. Now Better With Friends. Find fun things to do with your friends.". That positioning is obvious in all of Facebook's marketing thus far: landing page, announcement, and notifications (email, wall posts, viral loop, etc):

In a very competitive space with a couple dominant players, Facebook recognizes that their differentiator is also their launch strategy: their massive audience and each users' social graph.

- Facebook announced their Deals platform yesterday (Coming soon!) - Users were prompted to 'subscribe' to Deals (before Deals are provided) - Once you subscribe, two things happen:

1. Your Facebook wall is updated with the announcement - encouraging others to learn, subscribe and share ('tell friends')

2. You are prompted to directly invite friends to Facebook Deals (the Subscribe Now button becomes a Tell Friends button and you are encouraged to select friends to invite

Facebook's Comment System is Important. Here's why.

Facebook rolled out their long-awaited commenting system today. Like other publishers, I immediately installed it on my blog (just scroll down a little and try it out)... here's why it's important: 1. Identity. Plain and simple: Facebook's authenticated login reduces spam and therefore increases quality. Say goodbye to SEO spam, trolling, etc. I am sure Cialis comments will come over time ... but Facebook social graph highlights relevant comments and friends.

2. Traffic. Facebook's comments publish both ways, integrates into the notification systems and will equate to increased publisher traffic. Whether comments occur on the publisher site or on Facebook - the content moves in both directions. That's a big win:

A comment ocurring on Facebook.com - notice the page title and URL are pulled into the feed:

I replied on Facebook and that content also appears on the blog. win-win:

Facebook Connect As a Registration & Login Flow

Reading OM's article "My web without Facebook Connect", I was reminded of an blog post I recently wrote and regularly reference ("Facebook as a conversion tool: registration flows."). OM's point is that so many sites now use Facebook as a registration / login path that it has become an integral part of accessing the web: "a day without Facebook, is quickly making the web unusable."

Inverted, that also says using Facebook within in the registration and login flows is important:

1. it's becoming universal and therefor familiar 2. users are more likely to pass information through via Facebook than to a new site 3. it expedites the flows and therefore improves conversions 4. it about more than efficiency. For instance: you can add the facepile for conversions, mobile flows can occur with a phone number (rather than an email address), etc

And from the consumer perspective, I prefer it: it's easier / faster and I can change passwords / access universally (more secure).

Amazon Instant Video Good for Google TV

It was my immediate reaction to hearing that Amazon Instant Video would be available: 1. Will it run on my Google TV? (check) 2. How quickly can I cancel my Netflix subscription? (immediately) 3. Does Amazon VOD work on the iPhone / iPad? (no) 4. Should I keep my Netflix subscription? (yes, for now)

I love this timely promotion by Google / Google TV... which is a product I will continue to rave about: