The negative impact of walled gardens
April 2, 2008
Here’s an interesting article about the world of mobile technology. The author argues how the proliferation of walled gardens created by mobile carriers (separate networks for each carrier) has not only stifled innovation (developers must develop separate applications for each carrier), but also the growth of the industry at large- by limiting what users can do with their handsets.
The analogies with the world of online lead generation are obvious. There are too many walled gardens and few single points of connection to the market. A lot of advertisers get turned away from online lead generation because managing multiple campaigns can be a cumbersome process.
Before running a lead generation campaign, be sure to ask your provider if her/his network is open, i.e. will the vendor allow to connect transparently with other lead generation venues. If the answer is a No, move on.
Even in the control dominated world of mobile phones, AT&T users are able to text Verizon users. Making demands of your providers does enable change. And that’s yet another analogy that is true.
Entry Filed under: Best Practices,Lead Generation. .
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