The Viral Series III: The GUI (Graphic User Interface)

When developing a viral app, bear in mind that the Graphic User Interface (or GUI) is as important as the app’s name or logo because ultimately it is an essential part of the user experience itself.

The principle behind a viral app is that the user can share it with his friends once he likes it. Likewise his friends will also be able to spread the app further to their own peers, hence the expression “viral”.

However a user will only "disseminate" an app if he enjoys it, in other words, if the user experience is pleasant. Here are a few tips to win the hearts and souls of your users:

1- The GUI must be friendly, easy-to-use and intuitive
2- Its graphic motif must appeal to the target audience
3- The Millennium generation demands a fresh, more edgy, web 2.0 look’n’feel
4- The GUI must include sharing, tell-a-friend and add-a-friend features

The image above shows Odigo, an IM developed in the 90s, when ICQ was a leader and much before Microsoft had its Windows Live Messenger.

Odigo's GUI was created based on the idea of a handheld such as a Palm or a Blackberry. It included radar where you could see who was online, interest-based filters and user ID cards with avatars besides other interesting features, including a rudimentary "tell-a-friend".

If you are unacquainted to the subject and would like to understand what GUIs are, click here for a thorough explanation. If you are developing or would like to enhance a viral app, as always I suggest hiring a Marketing/ Communications expert.

If you have comments, click on the link below to share your opinion. In order to contact me, please feel free to e-mail me at kgoldrajch@gmail.com.

Global Branding and Ries’ 22 Immutable Rules

I am often hired as a consultant to companies that need to create and implement global branding strategies to increase their presence as well as expand their market share. These are different challenges, but most of the times, they come together with a very similar set of questions. Most companies are looking for a cost effective formula to launch products and services and acquire a loyal user base that grows exponentially (virally).

Let’s face it: Branding is crucial. If you are looking for basic branding rules, I suggest reading Al Ries’ 22 immutable Laws of Branding. When working with global branding, remember to prioritize your demographics and adapt the rules regionally, without losing the brand identity.

Here is one excellent example: In order to expand to Israel, McDonald's needed respect the local culture and as a result modify some of its key characteristics (such as menu items) without losing its brand consistency. Besides changing its menu to offer 100% kosher beef and non-dairy products (including no cheeseburgers), they decided to also close on Saturdays and religious holidays. In addition to that, their commitment to give back to the local communities is kept as they donate hundreds of thousands of NIS to charities which benefit children such as The Shnider Hospital for Children; Make a Wish Association; The Fighting Cancer Association, and etc.

If you wish to learn more about global branding, please click here to read a previous post.

To share your opinion with me and International Communications’ readers, please click on the comments link.

How Globalization Strengthens Silicon Valley

There was an interesting article this weekend on the San Jose Mercury News. It said that in spite of the globalization and the rise of tech hubs in countries like Israel, China and India, there is no immediate threat to Silicon Valley’s economy and it remains strong as the heart of innovation and industry.

Various reasons: from Social Networks headquartered in the Bay Area that conquers audiences worldwide to companies such as HP and Cisco soaring from the expansion of global markets.

In a recent statement, HP highlighted how revenue from the BRIC countries - Brazil, Russia, India and China - had increased 37% percent compared with the same quarter in 2006. And Cisco reported 45% year-over-year growth in emerging markets.

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If on one hand businesses that are started in the valley expand throughout the world, on the other hand the valley also attracts the world to itself. Silicon Valley draws highly skilled professionals from different parts of the globe: according to the same article, 55% of its science and engineering professionals were born abroad.

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Still on foreign born executives, here’s a must read. It is called “They Made It”. It’s a compilation of interviews with some of the top Silicon Valley executives born in France, Israel and India (among many other countries) . You can pre-order you book here.