Maybe this will be outdated thinking after WWDC next week where Apple unveils iPhone 4.0 and the opportunity for iPhone Native Apps, but for some reason I do not so….

As Smartphone penetration continues to grow and grow, developers are going nuts with all the different platforms.  Google has thrown more and more fuel in the fire by creating a platform of fragmentation with all the different Android Versions.

Was this on purpose? Well after the Google I/O conference it really feels like that is the plan….. Create as much confusion as possible so that everybody reverts back to the Web and HTML5

Now look at Apple.  Fighting like hell with Adobe over Flash. Making it even more difficult for developers to decide which way to go?  Should I build a application in Flash and not see the distribution or should I go with the iPhone App.  Well Google threw another wrench in the game by saying that they are fully supportive of Flash and let this platform thrive on Android;  “We are Open, Apple isn’t” .

So where does leave developers as the full HTML5 integration is still not on all devices browsers yet, but it is pretty clear that if you build a great version of a mobile site instead of an app in HTML5 you get all the benefits of the web and also a great user experience.   Look at what Google has done with Gmail ( one of their Flagship applications besides Search).

There are many tools for web developers to create mobile sites.  It is clear in my mind the ones that bring a consistent web experience to mobile that incorporate application development tools and enablers to replace making a separate application is where the market it going. Many of the mobile site builder companies lost focus by trying to become everything  ( incorporating ad servers, creating separate content management systems) but what a great mobile site builder company needs to do is to just create tools for developers that gives then the best integration of HTML5 and mobile specific enablers and applications ( such as maps, etc….).

What I find interesting is that Adobe is driving HTML5 more then anybody else, and with the lastest release of Dreamweaver CS5. Designers can simultaneously create one-website with multiple views.  What ever happened to the Openscreen Project? Just make it HTML5!

I have been watching the trends of Twitter Applications, Browsers and Platforms over the last couple of months and this type of segmentation and convergence had emerged.

First of all, what has excited me and what I have been waiting for over the last year has been an application that handles automatic translation.

Given the fact that I speak both Japanese and English and have business in both Asia and here in North America, I have wanted to build a consistent cross-border  following on twitter.  I found that with the existing Twitter platform, the only way to do this is with two-accounts.  With my existing account, when I tweet in Japanese, I loose followers.  When I tweet in English, I have a hard time growing Japanese followers.

I mentioned this concept to the Digital Garage folks last February when I was in Japan, but they all laughed.  About a year ago during a Breakfast in Vancouver, Jeff Pulver ( Founder of 140conf.com, serial entrepreneur and VOIP visionary)  and I had a lot of fun with this by cutting segments from Google translate into twitter to go back and forth between English and Twitter.  Even when Jeff started to Tweet in Hebrew, he saw how this took conversations to the next level and really touched individuals on the other end.  I can not stop thinking of the smile on his face when he said ” This is amazing”. So this is really the state of now when we see the auto-translation of different languages for different countries or multi-lingual translations.

When I saw the announcement in April by Hootsuite I felt like they were really listening to the customer; as there must had been lots others like me with the same predicament.  In my mind this is a big move by the Hootsuite folks in their attempt  at this and even though we have not yet seen this capability on Facebook,  MARK MY WORDS….. This is going to be one of the most important features for them with their 500M users in the coming months.  If they do not buy Hootsuite, then they will do this timeselves by the end of the year.

Given the fact I would like to Tweet in both English and Japanese simultaneously,  I really thought this would be a feature that Twitter would release to the market.  Given that Google is so strong in language tools, and Google has a terrific product ( Google Translate), I was pretty sure we would see this from our friends at Google first. Even thought this would get quickly integrated into Google Buzz so that it scaled.   English language schools  have grown from the cottage industry base to a core part of  Japanese society.  With the growth of iPhone and Android devices cross-border,  I am sure this type of feature is going to be more and more important.

What we have seen is that our friends in Vancouver ( Hootsuite) have really looked to market differentiation with these translation tools.  It only makes sense as Vancouver is one of those multilingual communities, and even here in Canada most people have adopted the two-language way ( English, French).

This is what the Hootsuite folks have to say:

Need more ways to socialize? Seeking zen-like efficiency? Start by updating HootSuite for iPhone to clear your mind and make your social media experience more enjoyable. This update adds full localization in four languages to go along with the recently-released translation tools. Both are designed to help marketers, socializers, and internationalists understand the vibe about their brand, industry, and interests from all over the globe. Additionally, the release includes a kit full of new tools to help you stay on top of multiple social streams — and share the best parts with remarkable efficiency.  All the features are available in both the Lite (no-cost) and Full ($2.99 USD) versions of HootSuite for iPhone.

This may be a risky strategy for Hootsuite as unless they can get clients on both sides of the pond ( meaning that in order to really use the multilingual features, but send and received need a Hootsuite client) Twitter will just copy and improve on this. When Twitter does release its interfaces to support multilingual capabilities, where will this leave Hootsuite?

Secondly, when it comes to integration we are seeing many companies bring in all the different feeds into there Applications. Fring just announced with much success their Video-Call capability for mobile, Seesmic continues to be “Switzerland” with all of the different Feed integrations.  I have just been waiting for them to make the product opensource or open API’s… as we have started to see more of with Tweetdeck and the Buzz API.

So where does this leave us?  As Twitter sits in the middle of it all, it makes me wonder if Twitter has just become a proprietary TCP/IP-like bit pipe?   They made the move to build there user experiences by buying the Application company Atebits most recently, but they are in a  good position being in the middle.

The wildcard in this evolution in my mind is now the Browser.   So lastly, I must say that the convergence that starts to get interesting is now what Plug-ins and what enablers we start to see in the browser as it also has become a standalone application in its own right. Opera released its application for the iPhone and in weeks we have seen Millions of downloads.  They have developed a widget framework that has been adapted by several of the carriers now to promote services, application and advertising revenue from the Widgets.  JIL ( Joint Innovation Lab – Softbank, Verizon, China Mobile and Vodafone) have actively been starting to promote the cross border opportunities with widgets through there entire network of devices as a core driver for developers, but the fact still remains that over 50% of developers are now focued on iPhone Applications.

Opera has positioned themselves very nicely in this Application game and it is going to be interesting what the next big moves are?  Will Opera be aquired as part of the JV of JIL? Will Facebook buy Opera? or will we see the integration of Twitter and all these applications into Opera?  or will we see Opera buy Hootsuite?

The fact remains that in the Application space there is a lot of convergence going on.  What we have not heard much of these days for advanced integrated apps is Google.  They did have their flagship Google I/O conference several weeks back and it is exciting to see that they are really driving HTML5.  As HTML5 expands this gets very interesting from the standpoint of Application convergence.  Where will this all go with HTML5 ( See my next post)

We all know that after the Superbowl on the following weekend starts the Vancouver2010 Olympics ( #VO2010, #Olympics, #Van2010). Even though there is a usage case  for people  to use search the web during the superbowl, it may not be as much high-density searching as we we are going to probably see globally during the Olympics.  Google’s ad campaign was considered Brand building, but given the fact that Google has over 70% of the search penetration in most countries around the world and on average more then 50%, most likely people at some point during the Olympics are most likely going to be coming to Google and searching for an event information, results, etc… anyway regardless of brand building. Why was it so important to start this now when Google has made a statement they do not believe in this form of advertising in the past?

Up until now, Google has not been spending money on traditional media. Moreover, for an event like the Olympics,  sponsors are dishing out 100’s of Millions of $$$ for brand building. Google has traditionally used search and its own assets in search results at the top of the page as their form of marketing.  As they have said, “We are not keen on tweaking the organic results, but always like to follow their regimented strategic algorithms for determining what gets on the top of the pages”.  Some of the best marketing during the Olympics is going to come through Search during the weeks the events are live.  What I found interesting was that Google has really built up  its own strategy as a method to get the maximum exposure to their own properties without spending money on traditional media.    Have you seen their initiative around Google Earth and the 3D creations of all the different venues as a form of sponsorship?  Google offered to do these 3D models of the venues as a service for the Olympics Events.  I find this a very interesting offer, but can only imagine that the real reason behind this is to give themselves good ranking if the Olympics puts these links on the pages of Olympics site.  They become the masters of their own game, a way to use their own algorithms to finesse the system to give Google assets high-ranking during the events; thus driving traffic to Google maps for visitors to find local information on the go during the events.  With the billions of Dollars spent by the sponsors during the events, Google may have just again gotten away with a kind-of-freebie for its own marketing efforts to potential spoof the traditional marketing system.  This is only my guess, but it somehow makes sense to me. Would love the gamet of SEO experts out there to comment on this if you can?

Back to the Superbowl…..so then why did they buy advertising the week before?  Again I am only thinking and guessing and I do not have facts to support this, but again it makes sense to me in the greater scheme of things this kind of thinking:

If Google is getting all this search traffic during the Olympics for somewhat free at the expense of the traditional sponsors by leveraging their own algorithms to their own advantage, it might just kick-up a stir amongst traditional media  in the effect that Google using its own engine to get marketing value and  not spending money on traditional media.  ” Oh No”, they can say….. did you see we do spend money on traditional media as well. Did you see our ads that ran last week?  So by spending money on traditional media from time and again makes for a good balanced media strategy when the pundits start to sniff…..Smart I would think.

Again, I am only thinking from the standpoint of business strategy and it makes perfect sense to master mind the shell game of spending money on different media.  In this case for them,  the pea is under all the shells?…… for us, maybe there never was a pea?

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