WON’T GET FOOLED AGAIN
TIME TO CALL “BS” ON THE DUOPOLY
Before the advent of social networks and mobile apps, there was the desktop web. The web was and still is comprised of infinite destinations, each filled with valuable news, knowledge, entertainment, and inspirations. The processes to distribute and access content were straightforward. Consumers had a standard web browser to search, bookmark, and navigate to their favorite sites. Unfettered access, no algorithms, and no third party agendas interfering with their experience, advertising notwithstanding.
As a publisher, the .com owner had full control over how their content was distributed and monetized. As a networked experience, the relationship between the web browser and the website was in sync. From a free market perspective, audiences and advertising revenue were spread out among portals, content creators, and media brands across the web.
Then came the mobile revolution and apps. Frustrated by the desktop web paradigm on a mobile screen, consumers flocked to specialized apps to deliver a new kind of utility, and with it came a new expectation of always-on information in a scrolling newsfeed format. “There’s an app for that” was the phrase of the day. Everyone was downloading and exploring new single-purpose apps. We had a new direct connection to the sources that tried to give us an easier way to get their content on mobile.
But there were trade-offs. Proprietary mobile device platforms ushered in new gatekeepers of the app world with the App Store and Google Play, and the walled gardens of mainstream social networks. Over time, the combination of these forces alongside app fatigue and a lack of regulatory restraint resulted in the consolidation of ALL of the market power into the hands of two players. It’s now time to call “bullshit”.
WHAT LED TO THE DUOPOLY?
With mobile consumers spending less than 10% of their time on the mobile web, we believe the current web browser-to-website architecture has become an antiquated bottleneck between how media is published and how it wants to be consumed on mobile. This largely explains why websites are seeing declining traffic and how Facebook and Google are now crowding out millions of website owners.
Not only is this duopoly disintermediating the entire media industry, it also has a potentially negative social impact. Because consumers spend 80% of their time with just 4–5 apps, this narrowing focus is contributing to an echo chamber society blinded by confirmation bias and hooked on mindless social dopamine. Moreover, based upon the initiative taken by the News Media Alliance, this duopoly is beginning to adversely impact quality journalism, which is critical to a free and open society.
THE SOLUTION — A NEW, OPEN, MOBILE-FIRST WEB
Re-empowering the millions has to start with restoring ownership and control over how content is distributed and monetized.
Unlike traditional browsers, a true mobile-first web will equip users to search, discover, and follow content of interest, not require them to return repeatedly to manually check for updates. A mobile-first web will enable publishers to aggregate all their content and fans in one branded community to deliver an optimal user experience and maximize monetization opportunities. Publishers, media brands, and content creators will own their customers and have a way to reach 100% of their audience, 100% of the time.
A mobile-first web will need a new kind of interface. No algorithms, no spam, no third party agendas, just a clean newsfeed experience controlled by the consumer.
Relevnt™ Mobile Domain Marketeplace and Contextualized Search
Founded to restore power and control to consumers and content creators, Relevnt™ is a new, real-time media browser curated by users’ interests. Relevnt™ allows publishers, brands, and content creators to own and monetize unique Mobile Domains — while giving consumers a place to discover and enjoy relevant content from a variety of sources and topics in one place, all in real-time. Relevnt™ eliminates the daily time-wasting chore of navigating to a multitude of websites and apps to find what matters to you.
As an agnostic mobile-first platform, any website can be registered, mapped, and configured to publish and be searchable as a Relevnt™ Mobile Domain. Relevnt™ transforms websites into real-time newsfeeds that users follow, where anyone can discover the content, live events, and trends they find most interesting in one easy-to-use place. With this new one-stop, mobile-first destination, content creators can better connect with their audiences for deeper engagement and greater monetization.
Indeed, don’t get fooled again. Meet the new web, better than the old web. Join us in this new movement as we seek to restore equilibrium in the mobile media industry.