In both cases, reduced friction led to more data being collected. This newly reduced friction led to even more data for social media companies, and also led to new companies being built, such as Instagram (because of reduced friction of sharing photo data) and Uber (reduced friction of sharing location data). It also reduced friction of generating visual content (mobile photos and videos), and made background location sharing as easy as granting permission. Mobile phones - specifically smartphones - increased the percentage of time we were able to spend on the Internet, allowing people to share more content during more hours of the day. This new data set created the opportunity for a social newsfeed to emerge, which fundamentally changed media distribution. It also reduced friction for people to Like, Retweet, or Favorite a post, creating additional metadata around each link shared. Social media reduced the friction for sharing media (e.g., links), which resulted in more data about what people were reading. Two easy examples to look at are the shift to content distribution through social media and the move of Internet connectivity to mobile. At its heart, it’s about the relationship between the reduction of friction and the resulting increase in data collection. To understand this shift, it’s worth examining how platform changes have created entirely new businesses and business models. The first obvious application was in chatbots, but as new unique interfaces come online, the metaphor becomes even more important. I laid out the beginning of my case for this in my essay The Hidden Homescreen in which I argued that as Internet-powered services are distributed through an increasingly fractured set of channels, the metaphor of apps on a “homescreen” falls apart. We are at the very beginning of a fundamental shift in the way that humans communicate with computers. The rise of services that live in Chatbots, Voice Computing, & Mixed Reality
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