The blogosphere has had enough time to mount a backlash against Google’s OpenSocial, and it’s been fierce. How do you rate Kylie’s chances in the Social Network space?

In yesterday’s Guardian, Jack Schofield asserted that Google’s OpenSocial looks more like hype than substance. He argues,

Over the long term, there are good reasons for thinking — and for hoping — that a good open system will beat a good closed system, like Facebook. So far, however, OpenSocial has yet to show that it’s either good or open. The idea that it signals the death of Facebook in the foreseeable future is just stupid.

Kylie Minogue, on the other hand, appears to have launched a disruptive Social Networking proposition poised to deliver explosive growth margins and killer ARPU. The new website, KylieKonnect, is touted as the next generation of Minogue-based technology, which will radically transform the user experience of social networkers who are…erm…Kylie fans. Facebook, be warned!

Well, ok, KylieKonnect offers unreleased tracks and saucy pictures of the Australian pop icon in exchange for user data. But much as the blogosphere and the techies therein will (quite rightly!) take the mickey, they are driving new users to the service and playing right into the hands of Kylie’s marketing team, who clearly grok the kitch & camp appeal of her brand. Let’s look at the plusses:

• The site offers something its users will want
• The users cluster around an overtly commercial interest
• Users will exchange personal information to get it
• Users will thus receive targeted marketing
• The viral effect has already been significant

So there is legitimate commercial potential here. Kylie? Probably laughing all the way to the bank! And while Google is busy preparing for the launch of its G-phone, the blogosphere can only wonder what Minogue-based mobile solutions Kylie has in the pipeline…

This entry was posted on Monday, November 5th, 2007 by Thomas Roberts and is filed under Buzz. You can leave a response, or trackback from your own site. You can follow any responses to this entry through the RSS 2.0 feed.