Iâ€™ve got an issue with this article from todayâ€™s MediaPost on a few levelsâ€¦
Hespos says that XML Syndication currently faces a standardization problem. â€œThere are plenty of readers but no killer apps.â€ Hespos notes that XML Syndication is still very much in the early adopter stage. â€œAll I see is a lot of bickering in the early adopter community,â€ he says. â€œ[XML Syndication] lives in blogging communities. If Microsoft were to take it up that would be a good thing, because it would speed up the adoption process.â€
Rick Bruner, president, Executive Summary Consulting, agrees. â€œIt comes down to what Microsoft does with it. Longhorn is expected to come with an RSS reader. At that point, it could go mainstreamâ€“it could become a viable ad medium then,â€ Bruner says. [MediaDailyNews]
My issues here are that the writer claims (in the article, but not quoted here) that Atom will soon overtake RSS, which is interesting because based on the number of Atom feeds and the release level of the format it is still very early. Sure Google is the main backer, and apparently itâ€™s easy to say theyâ€™re major so therefore it will win. This brings me to my next issue which is right in the quote aboveâ€¦
Both Hespos and Bruner claim that it is Microsoft who is holding adoption up based on their general lack of support. This is total bullshit!
The adoption rate, first is significant, both on the content generation side and also on the aggregation side. Iâ€™ll let you decide which number scale is more correct – Bruner in another article states according to research it is somewhere between 2.5 Million and 8.8 Million. Itâ€™s big. (There is no study on usage of these feedsâ€¦ just that certain blog systems generate multiple formats.)
Microsoft does not have an aggregator and has not integrated RSS into the browser or the OS. but waiting for Microsoft and Longhorn will only delay what is already happening. People are finding ways to use RSS – though it needs to be made much easier to do so. Longhorn is not coming tomorrow or even this yearâ€¦ waiting on that will just have you listening to the hold musicâ€¦
In thinking more about it, I think itâ€™s going to take an AOL-like experience to make this take hold on a mass-scale â€“ again assuming it should be used by all. Imagine the AOL UI with an RSS aggregator within. They could deliver their ads in a sane way, but enable a great number of people to read a huge amount of content within an efficient timetable. Maybe this hurts their ad model, as less time on is going to reduce the number of ad impressions, but perhaps theyâ€™ll just have to rethink the way things are servedâ€¦
Dave Winer covers the software claims quite well (as you might expect) on his site.