For all my stewing about presenting an effective panel here at SemTech, I think we did it in spades this morning. I’m biased of course but if the amount of active, engaged audience members and lively conversation following the panel was any indication, Taking Semantic Technology to the Masses was a success. Thomas Tague, Josh Dilworth, Mark Johnson and I had an excellent discussion about the mess the semantics space is currently in, marketing-wise, and how to dig it out and shine it up for mass consumers. We spent the first 25 minutes parsing the problem – an indication of just how deeply semantics geeks can gaze at their navels – and about 20 more minutes discussing possible solutions.
Thomas coined a term I’m stealing that sums up the semantics space perfectly: geekery fiefdom. It’s a great description of a sector that is striving to achieve traction in the consumer space, but continues to pepper its messaging with semantic buzzwords and discussions of the plumbing behind it all. As Thomas quoted one of his customers in the financial sector, “If you have to explain it, I don’t want it.”
We came to a couple of good conclusions worth mentioning:
1) Companies in the semantic space need to take a portion of their impressive brainpower and turn it toward marketing. With literal rocket scientists on the benches, finding innovative, well-packaged messages around a product and company philosophy should be a piece of cake.
2)UI, UI, UI. Mark mentioned this several times and he should know; Powerset has one of the best out there right now. Once you’ve parsed out the complex algorithms of your semantics company, spend some time on a great design. An easy-to-use, intuitive interface can vault a product to the head of the pack.
3) Play nice and share. (I’m reminded of that annoying book/poster from the early 90s – Everything I Need to Know I Learned in Kindergarten.) It’s simple but true. If semantics companies were more open to partnering with each other, the resulting applications would without a doubt take this industry to the next level. The close-to-the-vest attitude is understandable in semantics, as some very sophisticated and complex platforms and algorithms are at stake, but I think we’ve reached the point where it’s time to open up a little.
Everyone seemed to agree, including members of the audience, that semantics is poised to graduate; that it’s time to dust off this fiefdom and take it out into the countryside among real users. When and how that will happen is still undecided but I’d bet on later this year or early next.
That’s it for the moment from SemTech. I’m huddling with Hakia in a bit and can’t wait to hear their news, then it’s time to concentrate on the French Tech Tour for the next 12 hours. More tomorrow…