How Stupid is the Thought of A Black Browser?
You know, I was one of the ones who cringed at the thought of a 'Black Web Browser' and I certainly exercised my inner advocate to complain about it on Twitter. But I just watched the interview with the CEO on BrianLehrer.tv and realize why this whole idea backfired in his face so quickly, and why I will give him the benefit of the doubt in spite of his naivety.
BlackBird and the "Colorblind" Web from Brian Lehrer Live on Vimeo.
A Browser Is A Type of Technology, Not A Type of Content.
There are plenty of opportunities for niche content on the web. This is quite acceptable and even expected in the digital economy. However, when you come out with an application that is marketed specifically at a niche, you will always inevitably invoke a spirit of exclusivity. An application requires much more than a search for content, it requires a commitment on the part of the user to install, engage, and commit to its use. An application is typically used to solve a TECHNOLOGY problem, not a CULTURE problem. I heard the CEO mention that Internet Explorer, Mozilla, or what I will feel is a true comparison to this tool, Flock, are technically 'white browsers' by virtue of the fact that they are percieved to be largely used by white people (which I am still struggling with). This thought is counter to the digital mindset and hence skewed because they were not created for a specific target audience, they were created as a tool to be used to gather content by anyone.
Oh Well, Everybody Makes Mistakes.
So now, my anger and frustration has turned into pity. I thought this was an exploitative move when I first heard about it; a cheap marketing angle to capitalize on an underserved technology niche. I cringed because I just knew I was going to have to go from being 'Will' to being 'Black Will' and explain this one away. Now, I am calm and I just think this CEO Ed Young just doesnt get it.
This was an incredibly short-sighted business idea. He should find some way to make it innovative, call it something else, and try again.
What do you think? (Dare i ask... :-)