Jim Benedetto Keynote - MySpace
**Clarification** I just got clarification from Jim that it's not a cap of one invite per user - it's a one invite per click. So each user can invite as many people as they want, but they just have to go one by one. That's a whole lot better than a cap of one total invite, no? **
The bombshell here is that, for now, users can only message / invite one other user. Crowd is starting to get surly during Q&A. People are pissed that MySpace is telling us, the developers, that they are assuming US to be spammy.
MySpace has a history of apps. Photobucket, YouTube, Slide, RockYou.
These existed because of MS values of minimum creative restrictions, encouraging self expression.
Beneficial to users, devs, and MySpace as a whole.
Developer APIs:
OpenSocial APIs
Rest APIs - enables server to server communication. Outh authentication
AcionScript APIs - Flash Support
Why OpenSocial?
Commitment to open standards
Portability
Leverages existing web technologies
Open SOcial Support
Support for 0.6, support for 0.7 this week.
MySpace specific extensions:
- Bulletins
- Attributes for bands
Viral Surfaces:
Profile Surface
Canvas Surface (devs keep 100% of revenue)
User Home Page (can be customized one to one!)
Application Gallery
Application Profile
Safety and Privacy spiel
Balancing Virality and User Experience
- Long term approach to growth and distribution
- Ensure a clean user experience (lawrence: didn't know this was a priority for MS)
Artificial / Spammy Growth is not necessary
Measured Approach to application growth -
initially applications will be able to initialte the workflow for sending a message on a one to one basis.
You can send one message to one friend. (lawrence: gulp)
Start throttled, slowly increase communication channels (lawrence: opposite philosophy of Facebook).
WIll increase comm channels IF NECESSARY over he coming months.
(lawrence: GULP)
Monetization:
MySpace using "Hyper Targeting" to deliver more targeted ads to users.
Hypertargeting sounds like a proprietary ad network to be offered to developers in the future.
