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5/1/2008 - Web-Rich Marketing Tools Coming to the Desktop
By Ann Van Orsdel
The line’s always been clear between what you do online and what you do offline. Soon, the lines will merge.
New technology promises to deploy the rich user experience of the Web to the computer desktop, providing businesses with fresh, dynamic marketing tools that operate both on- and offline.
Driving the trend are Adobe AIR, Microsoft Silverlight, Mozilla Prism, Google Gears and other emerging application-development platforms. They’re all designed to extend the technology of Rich Internet Applications (RIA) to achieve integrated online/offline business applications.
Best of Web. Best of Desktop
Finally, we’ll get what we love about both worlds in one marketing application. We’ll benefit from the Web’s rich and engaging user experience across operating systems. But we’ll also be able to use the features we like on our own desktop operating system, such as file system access, drag-and-drop convenience and encrypted secured local storage.
When offline, these applications will use local storage and processing to deliver the experience desired. And when they’re brought online, they’ll activate additional functions and access new data automatically – no need to open a browser.
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Direct-to-desktop applications take the user from online to offline and back without an Internet connection. |
Gulfstream A Rich Example
One example of a rich desktop application is Gulfstream’s “Ownership Experience Index” developed by The1stMovement. Here, old and new technology combine to allow customers to dynamically weigh the importance of multiple features of Gulfstream jet aircraft and to compare them as they consider a purchase decision.
When connected to the Internet, Gulfstream’s application automatically updates itself with up-to-the-minute product data, features and availability. Offline, it’s still fully functional so that customers and salespeople can use it on the road – or even in the air.
Marketing Beyond the Web Browser
“With the new development platforms that are emerging, we will see some exciting applications that blur the lines between the Web and the desktop,” said Ming Chan, president and CEO of The1stMovement. “They will make building and deploying applications to the Web and the desktop a snap for both Web and desktop developers. It’s a very exciting time for application design.”
For marketers, the potential for creativity and functionality using this technology are largely untapped. Its speed, scalability, dynamic features and flexibility make it worth watching as we move into a "Beyond Web Browser" marketing era.
Ann Van Orsdel, a BMA member, is managing director and vice president of client services for The1stMovement. Based in California, with offices in Pasadena and Denver, TheIstMovement combines cutting-edge technologies with the latest in digital media to design and develop emotionally-resonant technology solutions for real world companies.
Read These Other May 2008 ArticlesIndustry News and Views, May 2008
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Web-Rich Marketing Tools Coming to the Desktop
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