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Google's Velvet Rope
Think of what it must be like for them to watch the way people line up overnight outside Apple stores for the privilege of being among the first to dish out $200 or $300 for the latest iPhone (not to mention another couple of thousand over the next two years for an AT&T contract). Apple enjoys Harry Potter-like adoration and queues because it sells physical objects, limited by the pace of assembly lines in China. To own is to have, to have is to hold, and to hold is to show off.
Google's “invite” strategy one-ups Apple on the social-marketing scale. Getting behind the velvet rope—being the person who has gotten in—empowers that user to get others in, and so on. It's like having an iPhone that can create others for your friends. For the next week or so, until the geometric progression of three friends telling three friends, and so on, and so on, takes effect, owning invites will earn social currency for more than a few Google loyalists.
Google loyalist. It's an odd construction at that. Unnecessary even, given that a company's strength in today's virtual marketplace doesn't derive from its exclusivity but its accessibility. Google is in a position where it doesn't even have to strive to become a hip, conscious choice. Brands are temporary fads. Functionality is forever. Google just has to “be,” and everyone will end up there sooner or later. Sure, anyone who wants Google Voice service will be able to get it in another couple of weeks anyway, and this momentary frenzy may be understood as the marketing tactic it really is. Those who have dished out social favors for the privilege of a Google Voice account will feel like those silly people who beg to get into the nightclub—only to learn that the place was virtually empty.
Douglas Rushkoff, a professor of media studies at The New School University and producer and correspondent for the PBS Frontline Digital Nation project, is the author of numerous books, including Cyberia, ScreenAgers, Media Virus, and, most recently, Life Inc.
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commonsense247
naw... settle down. they did this with google mail and other services as well, remember? it's an easy IT way of ramping up involvement while building infrastructure and support to handle the volume. take an advil and a nap.
rushkoff
Exactly. That's in the third paragraph, as well as an explanation of why this might be different. I think you'd like this piece.
ncopas
True. Read whole article first...
Rdschenkel
You waste my time, and others, by commenting on an article that you DIDN'T READ.
Oliverpet
This entire article is completely incorrect. Anyone can request and get an invite. Go to the Google Voice home page and just request one! I got my "invite" in June; my husband got it a week after he requested it. I know no one at Google.
maluminse
Did it dawn on you that you are the demographic they are seeking? That others will be denied. Because two people requested and received all will?
mattdoman
I'm nobody special and I had no trouble getting an invite as well. perhaps it was based on my use of other google services... regardless, getting behind the velvet rope on this one was really no big deal.
Skiptel
Well, I for one, salivate to the possibilities o making money ridding on their platform and selling my services through their cloud. I can see why there is a "static" charge around open apps whenever they enable us to bypass the big man's expensive infrastucture and compete with them. Love you Google. Only hope you can one day help us bypass the banks.
stephschiff
I certainly don't have an "in" with Google and was not a Grand Central user, but I got my invite about a month ago. I'm not sure how exclusive this really is - could it be that Google has an in with the Daily Beast? Sounds like this article is just trying to create buzz.
akamarkman
Ah yes, the anti-market market. Perfected by Bill Hicks not long ago: http://www.youtube.com/watch?v=gDW_Hj2K0wo
Rdschenkel
OOOOOhhhh, you got an invite!
***backing up so as to give stephschiff room***
rushkoff
Hiya Steph - I've come to recognize your posts.
stephschiff
Hiya Rush - recognize yours as well!
Rdschenkel - the point was that it ISN'T a big deal to get one. I'm not wealthy, have no "in" to anyone in the industry, am not a social network "hub," etc. I can think of no reason I would get one if it isn't easily accessible to everyone.
I thought my post made it pretty clear that I did not find my invitation special - the whole point of my post was that TDB was trying to create buzz and that velvet rope where none exists.
TerpLaw8
You can request an invite on the Google Voice page. I did it a week ago and was emailed a link to create an account last night.
I suspect that Google's invite program is some sort of social marketing drive.
Depending on where the google voice service is in terms of beta testing and bug fixing, google probably wanted to limit use of the program to those who actively show an interest in it, and are thus more likely to provide feedback to them.
rushkoff
And a week is a decade in Internet years....
rushkoff
I think it's a social marketing drive, too. And really the only kind of marketing they can do if they don't want to resort to ads (which I don't think they should).
Google Wave is even more restricted right now, though the service seems like it would be easier than Voice to support.
jordo37
The Velvet Rope, from my use of both of these services, has very little to do with marketing and a great deal to do with application maturity. I have tried to use both Google Voice and Wave in my everyday process and neither product is mature enough to be a)reliable and b)without odd non-vital glitchtes. This is the sort of environment that is perfect for beta testers and users - people who are willing to put up with crap in order to experience the possibility rather than the full-fleshed product. Both programs are massive new directions for the company, which brings with it massive hardward and software based overhead. Yes, the velvet rope is there and it absolutely helps google in the market, but it is not artificial and is necessary to avoid having a bumrush of people try these product and pass them off as useless or shoddy because they just aren't done yet.
maluminse
google is elitist. You cant contact them to save your life. Their search returns incorrect results and I have tried and tried to get them to correct this using their "dont call us will call you" web form. Repeated denials tho the problem still exists.
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