So Where is Pheed?

There is something called the Gartner Hype Cycle, which basically graphs the life cycle phases of a technology or application. It gives predictions based on what phase you consider your app to be in presently.

Here is the model.

Hype

Based on my research, I consider Pheed to be in the Slope of Enlightenment phase.

According to Gartner, “more instances of how the technology can benefit the enterprise start to crystallize and become more widely understood,” pretty much sums up the Slope of Enlightenment.

This is exactly what is happening with Pheed. Mobli acquired them for this reason. They loved the technology behind the live pay-per-view and directly saw how it could benefit their company.

Pheed was first launched in November of 2012. The launch represented the Technology Trigger phase as Pheed was seen as a technology breakthrough. People had never seen a combination of Snapchat and Instgram in one app. And definitely never a live, personal pay-per-view broadcasting option.

Pheed became a huge hit around September of 2013 when it hit number 1 spot in social free apps and number 7 of all free apps in the Apple Store. This would be considered the app’s Peak of Inflated Expectations phase.

Next, the hype died down, and users were no longer as impressed. Some articles pointed towards glitches, and some hinted that consumers became more amused by other social sites. Twitter eventually took posting privileges away from Pheed, which hurt Pheed’s total users.

Now I think Pheed is in the Slope of Enlightenment stage. Mobli still saw the potential, so they bought the company. With Mobli’s multi-million dollar funds, this could be a revival for the application. Mobli is particularly an expert in content monetization, so they will absolutely be implementing that into Pheed in the near future.

Former CEO Kobo has confidence in Mobli’s future plans for Pheed; “Mobli has the ability and capital to execute content monetization successfully.” Read More.

If everything goes smoothly, Pheed will transition to the Plateau of Productivity. In this phase mainstream use of the app will pick back up, and Pheed will be another ‘hundred millions’ daily user.

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