Posts Tagged ‘Amazon’

ARIN6901: Product and service design at the expense of the network

September 5, 2010

A couple of recent news articles have pointed to the need when developing new products or services to pay attention to the importance of networks and network features – either real social networks (not simply SNSs) or technological networks – more so than product or service design.

The Guardian reports on the latest release of Amazon’s Kindle eReader product, presenting the argument that manufacturers who pay heed to the needs of a networked society will be the winners, as opposed to those that weight their investments heavily towards marketing, hardware and software design. The argument is that the Kindle is superior to competitor products such as the iPad because of its connectivity – by default, it comes with both 3G and WiFi. Amazon also released iPhone/iPad apps to allow Kindle owners to synchronise their eBook purchases on more than one device. These aspects are viewed as part of a seamless end-to-end system of downloading and reading eBooks. The new Kindle also includes an “experimental browser”:  Is this an iPad killer in disguise?

Calling into question the strength and value of ties on SNSs such as Facebook and Twitter, tech blog TechCrunch has also published an article highlighting the benefits for tech companies in developing products based on people’s existing social networks. Identifying that mobile phone contacts are a better indicator of an individual’s social graph , TechCrunch praises companies willing to “go mobile first, web second” rather than viewing mobile contacts as an inferior representation of someone’s social graph compared to Facebook and Twitter contacts.

TechCrunch has also criticised Apple’s new Ping service, a social recommendation feature added to iTunes in the last week, arguing that it is just a driver to increase sales in the iTunes store and lacking features that would take advantage of personal networks (for instance, Ping has no integration with Facebook due to lack of an agreement and a user’s existing music collection is partitioned from Ping).

Relating this back to the readings for this course, van Dijk believes that for most new media manufacturers, “a device perspective (hardware) or service perspective (software) is taken instead of a social and contextual perspective” (2006: 92), arguing that there is a disjoint between what producers make and what consumers want. This is clearly the case with the examples outlined above and it will be interesting to note in the next couple of years which of the above will scale the heights or be abandoned en masse.


Naughton, J. (2010)As the reborn Kindle proves, looks don’t count for everything
Accessed from:  Last accessed: 2 September 2010

Schonfeld, E. (2010) The Problem With Ping
Last accessed: 2 September 2010
Accessed from:

Siegler, M.G. (2010) The Real Social Network: Your Mobile Contacts
Last accessed: 2 September 2010
Accessed from:

van Dijk, J. (2006) The Network Society,
Sage Publications, London.