In their book, Funky Business, Kjell Nordstrom and Jonas
Ridderstrale describe the only things that get the attention of 21st
century consumers as ’shopping and fucking’. If this is true, then this
site should be a huge success.
Neat interface, cool graphics, fun, stylish and quirky to appeal to
their target tribe of dancing, drinking ’digerati’ and the added appeal
of a direct hook into gadgets of the moment with SMS and presumably some
WAP link up that was not immediately obvious.
The test for the sites’ creators will be to innovate at market speed (if
that is what they intend to do). Soho is a good place to start but it is
not the centre of the universe for everybody, believe it or not.
And WAP and SMS are likely to be fairly short-lived technologies. So the
site will have to move on, both technologically and geographically.
A challenge its name will not help.
The bit that interests me is the potential of the model. Mywapworld
could build a focal point for a tribe and aggregate data to be used to
benefit their members. Mywapworld could identify potential sponsors and
make money out of doing so.
For example, Audi might identify some members of the mywapworld tribe as
potential Audi buyers and be prepared to sponsor an evening out for
As the volume of media explodes and attention becomes more and more
difficult to attract, this may be one of the ways that companies can use
digital media to grab attention. Who says there is no such thing as a
Owner 5th Generation Technology
Site positioning Leisure and information service that allows people to
plan their social life via their mobile phones
Launched December 1999
Developed by Soho London