Why and how Joost will change the World!

I will not explain what is Joost, just google the web, visit the Joost website and blog.

But I’ll explain why, after only two weeks of Joost experience, I’m convinced that Joost will change the world.

Why ?

Because Joost will revolution television first, then slowly the audience habbits (personalized individual tv consumption), then the whole mass media segmentation system, then shift the power from the media moghuls that rules using their monopoly on frequencies, on satellite, cable, DSL channels to content creators.

Because Joost will change the business model of television, then destroy the advertising media agencies monopoly and their exclusive relation with advertisers, then turn whole advertising business sector (from ATL to Interactive) upside down – literally.

Because Joost will destroy the ambitions of most web video sharing websites (YouTube, Google Video, Daily Motion, and the numerous others) by cutting the bandwidth from the whole equation (thanks to peercasting) and adding advertising revenues (from day one) maybe subscriptions revenues and maybe pay-per-view revenues while respecting the whole rights system since day 1 (including territories distinction).

How is it possible ?

Joost can be viewed from any screen as long as you have broadband internet access and a Windows PC or a Mac. Watch it on a laptop over Wifi. Watch it on your desktop PC monitor or on a television (CRT, LCD, Plasma). No need for setop boxes, smart cards, satelite dishes. Watch it in your hotel room. Start watching a movie in the office, finish it in the living room. This is freedom of space! And freedom is a good reason to change your habbits.

Joost replicate the old plain TV experience (full screen) with a program (a playlist of shows). Don’t search snippets of video on the web, just trust a brand (channel), sit down, relax and watch. You just have access to a potentially infinite number of channels. You’ll never need to record a program again. Don’t invest in storage, recorders, tapes and EPG subscriptions. With Joost, you can navigate the channel playlist forward and skip a boring show or backward, to view an old show. This is freedom of time! And freedom is a good reason to change your habbits.

Joost has advertisement since day one. Both as sponsor of a channel (you watch an ad at the beginning of you program) or in the middle of your program (and to the contrary of television, you can’t zap). And you’ll watch those ads, as Joost will personalized them just for you. Joost know your name, your email, your email domain name, your location, your computer model and OS, your IP adress, your channel selection, your RSS feeds selection, so Joost know your profile. Joost will provide advertisers the GRAAAAL they have been searching forever : the emotional impact of television with the one-to-one personalisation possible with interactive media… And I bet Joost will provide advertiser a platform to buy ad space like you buy ad words in Google Ad sense program. Good bye media agencies…

Just like with Skype-out, soon Joost will ask your credit card number to allow you to subscribe to channels (great for porn), and buy pay-per-view movies. Even better a mobile payment system for teenagers like Tunz.com 😉 Then thanks to Joost integration of mozilla’ html rendering engine wich allow each channel to display an overlay with a mini website, you’ll be able to buy products from Joost in one click! Watch an TV ad, click. Done. Ho boy. That will be BIG.

In the near future bandwidth cost will drop and volume limits disappear. Even today in some market (eg: voo.be in belgium) broadband subscriptions have no volume limits, there Joost could also move from SD to HD in a codec snap and kill blue ray and HD DVD before birth.

Joost has the potential to change the media business, the advertising business, the e-commerce business, the interactive business. Soon the whole world.

Next episode : what are Joost’ threats.

Note : Like many others I thought I invented the peercasting in 1999 (see annex below). I remember an Apple Expo in Paris during which I had diner with my friend Martin and draw a QuickTime distributed streaming system on the napkin. By chance Frank Casanova, from Apple QuickTime team was in the restaurant, so I took my chance and gave him my little napkin drawing with an explanation. He gave me his email adress and asked me to send him my idea in writing. I never did. Ten years later Apple has AppleTV, FrontRow, iTunes, iPod, iPhone with Wifi, QuickTime Streaming Server and still no peercasting. So next time an idiot give you a napkin drawing, take him seriously.

Annex I : Other PeerCasting technologies :

Sony PS3 Home : A blogosphere tour

Initial download to be “under 500MB”

More PS3 virtuality: PlayStation Home launch roadmap revealed

PlayStation Home to be accessible via PSP and mobile

Sony’s “Home”. Sony’s Imagination.

Sony brings it ‘Home’ for the PS3

Playstation Crushes Second Life with Superior Platform

PlayStation Home revealed

PS3 ‘PlayStation Home’ launches fall ’07, confirms NY Times

Habbo Hotel + PS3 = Sony Home

GDC07 Clip: The PS3’s Home

PS3 Home : Fix Online Fundamentals Before Going Home

But PlayStation Home will certainly have its applications. I look forward to getting invited to the private spaces of other users so they can show me their vast collection of ripped DVD porn films and mind-blowing animated GIFs. I also look forward to going to the Sponsored By Big Summer Movie Area, where I can watch the trailer for Big Summer Movie and perhaps even acquire a T-shirt with the logo for Big Summer Movie right on it!

Worlds like Second Life and There exist on the fringe and, if I may recklessly dismiss and generalize something that I deliberately choose not to understand, are only used by lunatics and shut-ins. Is that because not enough people have been exposed to these sorts of virtual worlds? Or is it because most people simply aren’t interested in some creepy emote-based chat room where 30 guys are doing the robot while trying to hit on the one female avatar in the area and 30 more guys are trying to tell you that you aren’t cool if you don’t go buy some more virtual bucket hats and headphones for your already-far-too-metrosexual-looking avatars? As long as the PlayStation 3 keeps selling, PS Home is going to be the big mainstream experiment that finally gives us the answer.

Source : The Tipping Point: 10 Things to Make the PlayStation 3 Worth Buying – Features at GameSpot


Novembre 2008, RockStar Studios sort Litle Big World, son premier MMRVU (Massively MultiCitizen Recreational Virtual Universe) basé sur le moteur et l’univers du très discret Canis Canem Edit sorti en 2006. 2nd Life, en population déjà stagnante depuis décembre 2007, croûlant abusivement sous les opérations commerciales (on recensera jusqu’à une action en cours pour 10 habitants fin 2007) et le légions organisées de squatteurs de locaux commerciaux à l’abandon, voit ses habitants le fuir pour peupler LBW, pourtant mensuellement payant. Support et vecteur de cette mutation, Litle Big Odyssey, jeu multi-consoles After-Next-Gen, propose une aventure solo et multi-joueurs hors du commun, lors de laquelle le personnage construit son apparence et son expérience. Aventure à l’issue de laquelle il accède au rang de citoyen de LBW. Etendre LBW en LBW script est libre et gratuit. La majeure partie du commerce effectué dans LBW se fait en 2D, dans un navigateur web. Les opés marketing et la représentation commerciale 3D, à l’origine de la perte d’intéret de 2nd Life, sont la portion congrue dans LBW. Fin 2009, le site Monster.com recence le terme “LBW Script” dans une annonce d’offre d’emploi sur six à destination des développeurs. A la même date, réunis en conseil d’administration, les Majors à l’origine de la RIAA valident le business-model de consommation de la musique initié par LBW en partenariat avec Pandora.com (basé sur une série de canaux radio ultra-thématiques illimités et prépayés dans labo à LBW) et engagent la dissolution de l’association. Début 2010, à la tribune du grand raout des nouvelles technologies à Bejin, Fredéric Cavazza prononcera, en chinois, le fameux discours fondateur qui le rendra célèbre : “Cinq solutions pour remettre le gulf-stream en marche à l’aide de Javascript”.

vincent b. (Source)