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At the most recent Apple keynote , Steve Jobs announced Apple's upcoming advertising platform called iAd . Included as a part of the OS 4.0 update, the mobile operating system upgrade due out for iPhone this summer and iPad later this fall, the iAd system aims, in its very Apple-ly way, to make mobile advertisements "delightful," meaning ads worth clicking on, engaging with and viewing. What Jobs didn't mention, though, is how Apple plans to give iAd its head start: by kicking out the competing analytics and advertising platforms now thriving in nearly every iPhone app today. Or so it seems. Sponsor Developer Reports App Store Rejection Due to Analytics Inclusion Last week, technology news blog VentureBeat caught wind of a story where Apple had rejected an iPhone application because it, according to the email sent to the developer, "is not appropriate for applications to gather user analytics." Not appropriate, you may ask? Since when? Apparently since Apple released their updated iPhone Developer Agreement. Alongside the SDK 4 beta , made available shortly after the announcement in early April, the developer contract was updated, too. Specifically, the clause in question, section 3.3.9, reads, in part (more here ): Notwithstanding anything else in this Agreement, Device Data may not be provided or disclosed to a third party without Apple's prior written consent. Accordingly, the use of third party software in Your Application to collect and send Device Data to a third party for processing or analysis is expressly prohibited. To date, the changes detailed in this clause have been overshadowed by the one preceding it - in Section 3.3.1, Apple banned the use of cross-compiler tools for building iPhone applications, like the one Adobe was just about to ship , for example. But in the long run, it's Section 3.3.9 that may have more impact on the industry as a whole. "FEAR" You may have not heard too much about this change because no one actually knows what's going on thanks to Apple's par-for-the-course policy of refusing to clarify its meaning. Plus, the companies who may be the most heavily affected by an analytics ban - services like Flurry , MediaLets , Motally , Localytics , and SimpleGeo , to name a few - don't want to talk about it. On record that is. But after a dozen or so phone calls and emails, we're starting to see a picture forming and it can be summed up in one word: FEAR . "Nobody wants to be the canary in the coal mine," one source told us, referring to the radio silence we're getting from these companies when you would have otherwise expected to hear outcry, or perhaps even anti-competitive claims. Some companies, off-record, say they are afraid to complain . If they do, they could be the next to be banned. Another source reported that a number of their company's clients weren't submitting updates to the iTunes Application Store because they were worried that the updates, with the analytics included of course, would be rejected. Instead, the clients are leaving their older applications in place since it doesn't appear that Apple is going back through all the current apps and booting out those that already include analytics within them. "Maybe the older apps are grandfathered in?" they wondered aloud. The fact that no one knows, not even the big name, big box retailer that sits at the top of the latter's client list, is a testament to how Apple likes to do business. Here's the agreement, read it, sign it...and that's the extent of the communication. As to those who did manage to get someone from Apple to talk about it? The answer was simply: "read the agreement." But if Apple holds true to what's written there, it sounds like it could spell doom for mobile analytics and ad firms, especially the small-time players beloved by independent developers. iAd, Anti-Competitive? What no one will say - again, on record, that is - is that the changes have a whiff of anti-competitive behavior to them. The issue at hand: Apple is preparing to launch iAd, an advertising platform based on the newly-acquired Quattro Wireless technology, a company that was the second choice for Apple after the Admob deal fell through. "We tried to buy AdMob, but Google snatched them up because they didn't want us to have them," Steve Jobs said during the April keynote. "So we bought another smaller company, Quattro. But we're babes in the woods." But these "babes" are toting means guns, some say. A couple companies see the language in section 3.3.9 as a direct shot at AdMob in the same way that the changes in 3.3.1 were a shot at Adobe. That is, instead of allowing Google to get its mobile advertisements onto the iPhone, Apple can keep them out via the new analytics/ad ban. Whether or not that's the case is certainly up for debate. But considering that the Google/AdMob deal is still being researched by U.S. antitrust enforcers, regulators aware of the issue. Word has it that Google even pointed it out to the FTC, just in case. Continue Reading: Next page, "A Second Opinion" A Second Opinion: Privacy Concerns Others, however, say these changes aren't really about analytics, ads and anti-competitive behavior as much as they are about privacy concerns. In speaking with Alan Chapell, chairman of the Mobile Marketing Association Privacy Committee and whose firm advises companies on privacy and data strategy, the changes to Apple's agreement have to do more with consumer privacy than anything else. With language that refers to "geo-location" and targeted advertising, a good bit of Section 3.3.9 is about how location-based applications should behave. With the rise of location-based services especially and location-based social tools like Loopt, Foursquare, Gowalla, and others, privacy is at the forefront of everyone's minds these days. ( Including ours ). There are no standards for location based data yet, Chapell explains. No rules about how such data should be used, retained, shared and so on. In addition, Apple is under heavy pressure from regulators to protect the privacy of its customers. And if the third-party analytics providers do something which comprises that privacy, it will be Apple that gets in trouble. "This debate is about privacy and innovation," Chapell notes, "and finding a balance between the two." Unfortunately, even if Apple chooses never to enforce the new rules, explains Chapell, the changes will have an indirect impact on innovation in this area. The next round of ad networks, analytics providers and other in-app data-sharing tools will be less likely to be funded. Not Just Funding at Risk... These changes won't just affect the funding of services like those noted above, though, they could affect how services are developed for the iPhone. Take for example, Xtify , a location-triggered geo-messaging system now available for Android ( previous coverage ). The company's VP of Business Development, Joshua Schmiffman, says they're still figuring out what this all means, but they will have some location-triggered functionality for the iPhone. "We are going to try," he says, "but it may not be exactly 'real time.'" That is, if it ever comes to the iPhone at all. Backup Plans: 1st-Party Analytics, "Trust in Apple" As for Localytics , a small-time analytics provider for mobile apps, the decision is to focus more on the company's soon-to-launch enterprise solution. The upcoming offering will allow application publishers to directly collect and process app analytics data, without going through a 3rd party. Ashish Chordia, CEO and Founder of AppDiscover , an iPhone application development and analytics company, is also generally unconcerned with the changes. "While the wording of the terms in section 3.3.9 is quite strict, Apple will not enforce this specific term," he writes in an email. "Enforcing this term would mean rejecting a huge number of apps. Moreover these analytic services are very important for a healthy market for free / ad-supported apps, so that there can be transparency behind the CPM / CPA pricing." On a call, he tells us that several of the company's analytics-enabled apps have made it into the App Store since the agreement was released. Essentially, Cordia believes that Apple will selectively enforce this restriction, but it won't affect applications like his. "Looking Forward to More Insights" Outside of public statements like those received from Flurry and Motally (the latter: "We've reached out to Apple for clarification and are looking forward for more insights into the policy."), the backchannel whispers are that this whole iAd thing is worrisome right now, but not deadly...at least, not yet. But when reading through the initial hands-on reviews of iAd, like the recent one from ad agency Hill Holiday which spoke of iAd's impressive granularity, there are concerns that Apple wants to now dominate where the third-party analytics providers once did. In the meantime, you can count us among those who are also "looking forward to more insights" from Apple. But we're not holding our breath. Image credits: Toy Story iAd, Hill Holiday ; Steve Jobs, gdgt Discuss
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Is Apple Booting iAd's Competition from the iPhone?
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I love to sit on the beach. One of the coolest things about the beach is the number of layers of visual depth. Look at the sand and it's beautiful, but zoom your eyes in closer and you'll see a whole layer of life running around on the sand that you didn't see before. Look even closer and you can see individual grains of sand, water and light dancing between them. Look closer still and you see that each grain of sand is a unique object with its own texture. If your eyes are strong enough, or you have a machine to help you, you can see even more layers by looking closer still. That's what Twitter is going to be like with the launch of Twitter Annotations this Summer. It's a beautiful vision, with huge potential, but there's another way to look at this analogy: you don't build on the beach sand because it shifts too much. Will Annotations live up to its incredible promise? Sponsor What Annotations Are Last week Twitter announced a forthcoming feature called Twitter Annotations: it's a system for almost any metadata to be connected to any Twitter message when it's published. Inside every Tweet is now a space where you could put or find anything, including links out to further instructions or larger bodies of information. That's always been the case with the 140 characters of content - but now we're talking about systematic metadata intended for machines, to augment the content. The idea is dripping with potential, but also some risk. Isn't much of life's meaning found in the play between limits and the infinite? Twitter has been considering adding Annotations for at least two years, according to Platform Team member Raffi Krikorian. That's a relatively large portion of the company's young life. Every time a new bit of metadata was added to Tweets, like geolocation information was last Fall, the company would ask itself "should we be doing this, or should we just open up the platform for and and all metadata?" Now the company has decided to do just that. Twitter publishing tools can now add a description to any tweet their users publish, not as a part of the 140 character message, but as a small machine-readable metadata field that travels along with the content. What might this look like? We could see Annotations fields like: Link to a media file, like podcast enclosures, photos linked to, etc. Context about the Tweet like where was the author when it was published, maybe what the weather was like there at the time. Your Twitter publishing interface could offer you a special option to write reviews of movies, books, or links you're sharing. The ISBN of the book, a link to a preview of the movie and the number of stars in your rating could be included in the Tweet Annotations. Any way you can classify, describe, append or otherwise enrich a Tweet with words or numbers can be included in Annotations. You Tweet, you attach a characteristic or quality, you define the characteristic and then you provide a value of how or what that Tweet did relative to the quality being referenced. Twitter clients like Seesmic, Tweetdeck and more will make it easy for users to add these annotations. Yes, this is meaningful in large part because of the 140 character limit on Twitter messages themselves, but isn't much of life's meaning found in the play between limits and the infinite? From Annotations Come Analysis Annotating a single Tweet is uninteresting, it's when you hit the Twitter databases and gather together all the Tweets that share a characteristic that thinks get exciting. When those selected Tweets can then be cross-referenced with other sets of data from outside Twitter - that's when the word fecund starts feeling inadequate. Show me all the Tweets from my friends that have links to music and play me those songs. Twitter clients like Seesmic, Tweetdeck and others are going to make viewing that kind of data a whole lot easier. Tweetmeme's Nick Halstead believes that Annotations will be used most extensively to communicate webhooks, links to instructions for a Twitter client to follow. He thinks it will enable game play and help Twitter start acquiring more users again. "Because of the size of the data you can put in the annotations, I think people will come up with links to offsite resources. Seesmic is building their own platform for Windows to support plug-ins, but this reaches much further, but this lets Twitter clients augment a tweet with other services. Sf you were Stocktweets, you could attach a link in the namespace that's in stocktweets, Seesmic could follow that link back to Stocktweets and ask it how to render it. So you could put a chart and any other associated information. It's like FBML [Facebook Markup Language], the ability to embed applications inside the Twitter clients. Maybe threaded conversations. A game of Scrabble where the link points at a currently rendered scrabble board, so other people could look at the board and join in playing it. Annotations and webhooks would allow gaming to start happening on Twitter." Halstead believes an Alpha version of Annotations could be made available to developers in a month. How about showing me all the Tweets from anyone that are referencing the President of the United States (subject: POTUS?), analyze the sentiment in the messages, show me where those Twitter users were located and tell me how those local sentiments change over time. Send me an alert when one of those starts to shift radically. Show me all the Tweets by people in their 20's and in their 50's (imagine an author age tag in Annotations, why not?), living near the site of a disastrous event. How do those discussions differ? There are all kinds of interesting questions that could be tackled when the developer world's imagination runs wild on the terms of description applied to our messages. Of course it will be tempting to draw all kinds of conclusions from this rich data. We'll surely be able to draw a whole lot of value from it. "You can learn something from almost anything," Big Data cruncher and 80Legs CEO Shion Deysarkar says. "Just give me enough data, I'll figure out something." But let's keep in mind the words of social network scientist danah boyd, who wrote the following on her blog this morning: Time and time again, I see computational scientists mistake behavioral traces for cultural logic...Big Data creates tremendous opportunities for those who know how to assess the context of the data and ask the right questions into it. But mucking with Big Data alone is not research. And seeing patterns in Big Data is not the same as hypothesis testing. Patterns invite more questions than they answer. Tweet Power Politics Twitter's Krikorian says the site will probably list "trending annotations" just like it lists trending topics today. There will probably be a wiki where anyone can find out what namespaces are being used for what purposes. Really though, the classification system is going to be determined by the market. That's something that worries a lot of people. "People who believe in building standards are conerned about our blase attitude about how we want to run annotations," Krikorian says. He believes that the developer community will work things out for itself, just as it has in the past. "There has been a lot of emergent behavior around how to relate to tweets anyway, without our imposing much structure around it. The Twitter platform is continuously evolving - the developers will figure it out. Twitter developers iterate in public." That's likely to be cold comfort for people focused on the power of structured data standards. Many people are calling for Twitter to embrace the well-built efforts of the Semantic Web community. Krikorian says that 90% of Twitter developers don't know what the Semantic Web is but that there's certainly room for standards lovers to work within the Annotations scheme. Still, the absence of standard terminology could really be a problem. Annotations can't be changed retroactively, either. Krikorian says that major players will dominate the obvious use cases for Annotations and the company will monitor and highlight really innovative Annotations developed by people on the margins. We'll see how well that will work. Imagination will make the sky the limit for this publishing platform used easily by more than 100 million people around the world. But a shortage of forethought, planning and agreed-upon standards may bring that platform's aspirations back down to earth quickly in the future. Time will tell. Discuss
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What Twitter Annotations Mean
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I first began writing regularly about the Internet of Things about a year ago. Now it's bubbling up in the mainstream press and we're also beginning to see web apps that are attempting to reach, if not quite a mainstream audience yet, then certainly the iPhone and Android-toting geek community. We've moved beyond the cutesy Internet-connected bunny rabbits and we're now onto barcodes to stick on everyday objects . A new web service called tales of things just launched, which aims to attach stories to objects. It follows on from a similar service that got a good amount of press at SXSW this year, StickyBits . Both services want to get people to 'tag' real world objects, by sticking barcodes onto them and adding information about the object onto the Web (often via mobile phone). The idea is that this will make the objects 'social.' However, I think this is doomed to fail and here's why... Sponsor Tales of things asks on its homepage: "Wouldn't it be great to link any object directly to a 'video memory' or an article of text describing its history or background? Tales of Things allows just that with a quick and easy way to link any media to any object via small printable tags known as QR codes." Both Tales of Things and StickyBits are going to struggle to get mainstream adoption. And it's not because people just won't stick barcodes onto objects - although that is a short-term pain point that both of these companies will likely fail to overcome. No, they won't get mainstream adoption simply because the Internet of Things isn't going to be just another social network platform . What's unique about the Internet of Things is that it adds a huge amount of new data to the Web and allows real-world objects to become part of the cloud network. For example, sensors on a busy road communicate with your car to tell you of impending heavy traffic. Or when you walk into a shop, the store messages your phone to tell you that an item you've been looking for is in stock and on special. I met StickyBits founder Seth Goldstein at SXSW and he told me that his company aims to create a "social object network." Trouble is, I just don't think that Internet-connected everyday objects have much social value. Say I tag a book that I bought and attach the following 'memory' to it: "I read this book in the summer of 2010, it was a great read. I'd give it a 4/5." Even if I wrote a much more in-depth review, what value does that have on a single object? If I uploaded that review to Amazon.com, then it's put into context and gets aggregated with other reviews to form ratings and other 'wisdom of the crowd' intelligence. But on the object itself - my copy of the book - the review has limited value. If a friend of mine happened to scan my book with their phone, they'd see my review...and then probably head straight to Amazon.com to see what other people thought. Or perhaps check out what their own social network thought, via an app like Glue (a social network based on the media you consume - see our most recent review ). Objects aren't social, they never were and they never will be. The real value of Internet-connected objects is that they can become part of the network, which means they can connect to one another and they add more data to the giant computer we call The Cloud. But social networks aren't going to form around single objects, other than perhaps public ones - like the Eiffel Tower, for example. But then you are just talking about a location, which the likes of FourSquare and BrightKite can take care of. The Internet of Things is about utility, not social networking. Neither Tales of Things nor StickyBits offers much in the way of utility, that we can't already get from sites like Amazon.com or existing social networks. Let me know if you agree, or not! Discuss
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Op-Ed: Objects Aren't Social
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Technology has been a part of archaeology from the time it shifted from treasure hunting to academic profession, from using geography to plot a grid on a dig site, mechanics to pump out a flooded tomb, statistics to map demographic changes or now, using personal technology and global positioning software to identify the previously unknown. The latter is what Professor Chris Fisher , associate professor in CSU's Department of Anthropology, and his team from Colorado State University have done. They discovered a large, ancient urban center using rugged handheld computers and GPS. Sponsor This thousand-year-old urban center stands, overgrown with scrub and soil, in the Lake Pátzcuaro Basin in the central Mexican state of Michoacán. Fisher's team used four Trimble Recon rugged handheld computers in conjunction with GeoXH and GeoXT GPS receivers, to do real-time, on-site mapping of over 1,300 architectural features, including hundreds of "house mounds," in just one acre of the site. They took 25 to 30 data points on each feature but were still able to complete the initial full-coverage mapping in a month. "The technology accelerated our ability to get meaningful data," he said. "We were able to create an architectural typology of the site right away!" The city was part of the Purépecha Empire , also known as the Tarascan Empire. The Purépecha controlled a great chunk of western Mexico with a fortified frontier. On the other side of that frontier? The much better known Aztec Empire. The technology, and the strategy Fisher developed for its use, allowed the near-immediate capture of a frieze-like picture of the urbanization of a Purépecha center that enabled empire. The city, which prior to Fisher's work, was nothing but a couple of ruins and a pin in a map, turned out to be five square kilometers. Without the hand-held, on-site tech, it would have possibly taken seasons of painstaking mapping to develop the picture. "The Lake Pátzcuaro Basin was the geopolitical core of the empire with a dense population, centralized settlement systems, engineered environment and a socially stratified society," said Fisher. Although the city was initially discovered during the 2009 season, Fisher is currently presenting his findings officially at the Society for American Archaeology meetings in St. Louis. His team will continue mapping the city this summer. Fisher specializes in climate change archaeology, plotting changes in climate and the cultural adaptation that went with it, including identifying which strategies worked and which failed. A project studying this, Legacies of Resilience , is partially funded by the National Science Foundation. "One of the great challenges for the 21st century will be creating solutions to link social and environmental change," said Fisher. "Archaeology is uniquely poised to make a significant contribution to this debate by helping to explain trajectories of socio-ecosystem evolution over long time periods." When Fisher heads back the site on April 18, he intends to make greater use of Google SketchUp , a 3D modeling program. He already used it to make in-field sketches but this season he and his team will use it extensively to create a portfolio of walkable sketches and a three-dimensional picture of the urban center and its agriculture. The same technology we use in our daily lives is helping to make that contribution possible. I'm sorry. But exactly how cool is that? Fessin' up time. I hooked Chris up with his computer system during the time I worked for its manufacturer. I did so because the project, climate change archaeology, was so cool I almost fainted when he told me about it. Discuss
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Mobile Tech Helps Uncover Mesoamerican Lost City
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Most of the initial buzz surrounding Apple's announcement on Thursday of its new operating system, iPhone OS 4, centered on the support for multitasking . While this feature has been long anticipated by users and developers alike, another important but less discussed aspect of the update involves Apple's Game Center - a social gaming network to be launched for iPhone and iPod Touch later this summer. Similar to the networks already prevalent in console gaming, Apple's Game Center will allow friend invitations and multiplayer game-play and will include matchmaking and high-score tracking. Sponsor The Game Center may be Apple's attempt to compete with Facebook's dominance over the hugely popular and incredibly lucrative area of social gaming . A report released this week suggested that the gaming company Zynga , maker of six of the seven most popular social games, is worth over $5 billion. Unlike Facebook, Apple does not currently have a social network upon which to automatically connect players and friends, although implementation of the Game Center may well bring this about. Details about the Game Center were not explicit in Thursday's announcement, although the beta release of the operating system will include a developer preview of Game Center and contain a set of APIs so that mobile game developers can build apps that take advantage of the social gaming network capabilities. Echoing the popularity of gaming on the iPhone, initial analytics since the iPad release point to the continued domination of the App Store by gaming and entertainment applications. The updates to the iPhone OS could provide an opportunity for mobile and social game developers and for entrepreneurs in the gaming industry. Discuss
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Apple's Game Center: More Opportunities for Social Games Developers
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