Archive for the 'Reach Management' Category

Connectedness and mental personal space

June 12, 2008

It is when I read stories such as this one from web worker Pamela Poole that I know we are on the right track. She writes:

My husband and I continually try to teach our clients that sending an e-mail is the best way to reach us. For the sake of our sanity and the serenity of our work/home environment, we don’t give out our phone numbers, IM addresses, or any information that would make us instantly reachable if we can avoid it. We usually can avoid it.

In practical terms, the only downside I see in this societal trend is the increasing expectation that you should be available to all people all the time. It’s hard enough for web workers to draw the line between the mental energy, space and time devoted to work and play without this added pressure.

We hear you, Pamela!

Erik Starck
Managing Director, GlocalReach Ltd.

Announcing collaborative partnership with

June 10, 2008

Currently we have a closed alpha of our service running. I have been promising an open beta on this blog for quite some time but we have had a few Eureka moments over the past months that I think all startups have (and should have). So, we have been going back to the drawing board a few times, causing delays.

Therefore, I am very happy to announce a partnership with, a global community for developers with more than 200’000 registered users. This partnership will give us access to an interesting user base in order to test and fine tune our offerings along with providing an additional revenue stream for certain web communities.

Working with niched communities such as fits in perfectly with our vision about reach management using social slicing and semantic presence. We hope to add more communities such as them to our list of partners in the future.

You will see the fruits of this partnership after summer as will launch a complete redesign of the website in July.

Erik Starck
Managing Director, Co-founder
Contact me

Guard your attention and increase the signal to noise

April 29, 2008

Seth Godin is one of my favourite bloggers (and authors). Today he writes about signal to noise and the increasing flow of incoming messages and information in our attention inbox:

Lately, I’m feeling noise creep.

Lately, the noise seems to be increasing and the signal is fading in comparison. Too much spam, too many posts, too little insight leaking through

Our Reach Management platform, ReachCards, is about picking out that signal from the noise. It’s basically a relevance filter. We want to be the guardians of your attention.

Help us beta-test the service by signing up at our front page.

Erik Starck
Managing Director, Co-founder

The protocol is the message

April 9, 2008

Marshall McLuhan was one of the first to study mass media as a cultural phenomenon. He coined the phrase “the medium is the message” and divided different medias into hot and cool medias depending on the participation level of the person consuming the media:

“Any hot medium allows of less participation than a cool one, as a lecture makes for less participation than a seminar, and a book for less than a dialogue.”

What is the web 2.0, social media (as opposed to the mass media of McLuhan) equivalent? Maybe it’s in how people use different protocols of communication for different purposes?

Maybe the protocol is the message?

We call people for another reason than we email them or send them an SMS. The act of making a phone call bears a meaning in itself.

An indication of this is how soon people expect a reply for the different protocols. The blog Future Mobile reports:

84% of users expect a SMS response in five minutes according to an online survey by 160 Characters that looked at how different messaging platforms elicit differing response times.

Tomi Ahonen on Communities Dominates Brands on the same survey:

By contrast about half of users of e-mail expect a reply within about a day.

Techdirt adds a social behaviour aspect, arguing that people even wait for responding to email on purpose to give the impression of being more busy than they really are:

Last year, we noted a study that said many people purposely responded to emails fashionably late at work, because replying to quickly implied you didn’t have too much work to do. However, it appears the situation may be somewhat different when it comes to instant messaging and SMS text messages.

Fascinating. There’s definitely more to a message than meets the eye.

Also read my old post on emotional bandwidth.

…and while we’re on the subject, here’s a collection of “break up SMS” such as:

Roses are red, violets are… ah the hell with it. Get your crap and get out

77 characters.

Erik Starck
Managing Director, Co-founder

This is me…

April 2, 2008

My name is Nicolai Wadstrom, I have not been as active on the GlocalReach blog as my colleague Erik, but this as a good time as any to change that!

About me; I am one of the co-founders of GlocalReach Ltd. I am an serial Entrepreneur, I am 35 years of age, and have been starting companies for the past 12 years, ranging from consulting companies, software companies, media companies, computer games and internet companies. I have a fair bit of Telco experience, and have done some management consultancy to help other startups, and larger organizations in between, I have been a CEO, a CTO and have had few different hats through-out the past 12 years, now I try to do more, and have less hats (although I am officially a director in GlocalReach!).

GlocalReach story
The GlocalReach story actually started a bit more than 2 years ago, when I started thinking that Voice over IP can not be about cheap calls, it must be something else and there must be room for lots of innovation in this space.Since I hired Erik on the R&D team of my software company many years ago, I knew that this is a guy I want to work with in the future, and we had been talking about trying to get together to form a new startup for a while, so after me and Erik having had numerous sessions about the VoIP space and what spaces are still open for entry by a new startup when voice converge into just another Internet communication’s medium, we starting working on GlocalReach. We also brought along a business partner that I have been working on with a number of different startup companies the past few years, and in January 2007 Glocalreach was formed. Since then we have been working hard to build this service, get all the infrastructure components in place to handle Voice and messaging, and lot’s of other magic. We have mostly funded GlocalReach with our own money this far.

Today we have an Alpha version of our service that we think will be a very interesting convergence between Internet communication and presence. Presence in the world of Mobile phones and IM is basically available or not available, but the world is not that simple, I can honestly say that I will always be available for certain calls, but at the same time I will almost always not be available for certain other calls. My presence need to be more related to what-ever context I am in at that moment, it need to relate to where I am, what I am doing, how I am feeling, and it need to map that to other web properties.
A buzzword for this might be Semantic Presence (which was Jeff Pulver‘s called it when I tried to describe our vision for him the other week), we call it Reach Management, or Attention Control (well, we are still working on the name!). Right now we are working on a Series A funding, and preparing for a Beta launch of the service.

Also, while I am at it.. We are expanding, if you are an excellent interaction designer or developer (Java and Seam are the name of “our game”) that want to be part of creating the next generation of Internet services, where presence goes beyond IM and Twitter, and where you have a greater control of how your attention and how you are reached, please do contact me or Erik.

Nicolai Wadstrom,

Updated front page

March 30, 2008

Slowly, slowly our reach management service is advancing. I’ve just updated our homepage, introducing a new concept in the service: reach filters. Go there and sign up for the beta.

While you’re waiting

January 24, 2008

Yes, I know… our beta is delayed. We’re still working on our reachcards as well as a complete redesign of our home page. Here’s a glimpse of one of our cards:

While waiting for us to finish, enjoy a few good blog posts from across the web.

First of is Web Worker Daily, writing about why you need an online persona:

Many web workers know that if you build your professional profile online, you might be able to skip resume writing and interviewing when looking for a new job or new clients. A strong online presence can sell you better than any one page summary or one hour meeting.

We couldn’t agree more. Your online presence is at least as important as your offline dito. In fact, they’re starting to become inseparable. That’s why you need an online business card just as much as you need a physical, offline one.

Seth Godin has a very short post about reach management: The more people you reach the more likely it is that you’re reaching the wrong people.

Garrett Smith pronounces the phone call dead:

Every week, I communicate with 75 year olds and 15 year olds a like. I believe there is a succinct dividing line between those who still value the phone call, those who still prefer to make a phone call and those who do not see the value in a phone call and would prefer to keep all of their communications electronic and textual. I believe that this “dividing line” is those who are currently the age of 26.

Garrett may be right. Yesterday I attended the Emote 08 conference here in Stockholm and one of the speakers was Anssi Vanjoki from Nokia. He showed the following slide:

This is data fetched from a small program that monitors the actual usage of a smartphone. It is not how people think they use their phone, it is showing how they’re actually using it.

Notice that voice is only 12% of the usage!

Messaging, which has a much smaller emotional bandwidth, is by far the most common usage of the phone.

In fact, it makes you wonder why they still call it a telephone – which is exactly why Nokia has started calling them multimedia computers.

OK, that’s it for now. Now I need to get back to finishing the reachcards and our new company home page. See you there!

Please don’t SPIT in my ear – VoIP Spam

October 19, 2007

Spam, spam, spam… the number one enemy of your inbox. It has almost killed email, my 10 (or is it 11?) year old ICQ-number is almost unusable thanks to all the unwanted messages I get and anyone who has a blog with comments knows that sooner or later you’re going to have to deal with unwanted comment spam.

On one of my personal blogs I am told that “Akismet has caught 228,182 spam for you since you first installed it”… (Akismet is a spam blocker for the WordPress blog tool.) That’s almost a quarter of a million messages. As a comparison, I have about 900 legit comments, so the spam comments outnumber the non-spam comments by about 245 to 1.

Spam happens whenever there is a way of contacting someone at practically no cost. Sending one million email messages doesn’t cost more than sending a hundred, if you have the addresses. If just one out of a thousand recipients respond to the message, it’s worth it. And people do respond. Spam works, otherwise we wouldn’t receive them.

So what happens when telephony becomes a zero cost communication channel?

We won’t get away. We will have spam over internet telephony, sometimes labeled SPIT:

SPIT hasn’t really taken root worldwide yet—but remember that e-mail spam was just 17 percent of e-mail traffic in 2002, where by November 2004 that figure was estimated at 93 percent.

Daniel Putz, a student at Växjö University has written an interesting undergraduate thesis on the subject. He writes:

As SIP numbers work nearly the same way as email addresses, it is easy for detection software to locate a SIP telephone simply by randomly calling numbers. Since a call can be established for free by any computer which is connected to the internet, and since the bandwidth of today’s internet connections allows sending many calls simultaneously, a sender nowadays can send many calls from anywhere at any time – for free.
Additionally, using commercial messages instead of voice is made very simple by playing a record the moment a receiver answers the
phone. As I have already pointed out, even someone new to the field of sending commercials on the phone, is able to send spam calls to
unsuspecting receivers.

He then proceeds to go through a few solutions to the problem. One of them is a pay-per-call variant:

This technique is based on the idea that a receiver gets paid for every message that is not wanted. Every sender is charged for a spam message. Only senders which are on a non-charge list are not charged.

Clever, but difficult to implement on a large scale. It’s still interesting how one of the core features of IP-telephony (free calls) also is one of its largest downsides. Maybe we don’t want free calls but cheap-enough calls and easily managed calls. Maybe a small cost per call is actually a feature to keep the network clean.

Telemarketing is still a problem (or at least most people would consider it a problem) but not bigger than today. No matter what, I will never have 245 as many telemarketing calls as regular calls to my phone. They might be annoying, but I’m not drowning in them. And of course, a good reach management solution would help deal with the problem.

Putz then puts his theories to the test by performing an experiment involving volunteers that (unknowingly) receives spam phone calls from the brave researcher. He then measured their response and asked them how they felt when receiving the calls.

Let’s just say they weren’t very happy. (Although as far as I know, no undergraduate students were hurt when performing the study.)

They also, interestingly, expected the operator (or the government) to fix the problem.

Voice spam is far more intrusive than email spam. It’s so intrusive that it might make the vision of free phone calls on the net a dream only. At least not without blocking out anyone but your closest friend. In my world, that’s not very free.

A solution to SPIT will be the difference between free calls and cheap calls for VoIP. It remains to be seen where we end up.

By the way… some good news! I just received an email telling me that “this email address was randomly selected” and that I “have subsequently
emerged [as] a winner and therefore entitled to a substantial amount of 753,000.00 Pounds”. Wow! Maybe finally we can afford to finish our beta.

Erik Starck
Managing Director, Co-founder GlocalReach

Social networking beyond the Dunbar number of 150

September 20, 2007

In a short time social networking tool Facebook has gathered 50% of the population between the age of 23-35 in Sweden as members. Impressive numbers, but Facebook is not the first social network site on the web and most likely not the last either. There’s hard competition between the MySpaces, Lunarstorms and LinkedIns of the web world. It seems like the popularity of social networking sites is like that of popular nightclubs. The cool places to be one year is not so cool anymore the year after. Friendster and Orkout knows about this all too well and Sweden-based Lunarstorm seems to be learning it as well.

Current hot-place-to-be Facebook also knows this and therefore calls themselves a “social networking utility“. A utility, a tool, is something you use to build things, so a social networking tool ought to be something you use to build social networks with. They have a somewhat open API, making them a kind of platform. Their strategy is to become the social networking operative system of the web. The Microsoft Windows of social networks. We’ll see if they make it.

So, is the market for social networking sites saturated? I don’t think so and the explanation for this also explains how GlocalReach will fit in to the social networking landscape.

Let me begin by drawing some circles:

Dunbar numbers

These circles represents circles of intimacy and is taken from the book Evolutionary Psychology by Robin Dunbar, Lousie Barrett and John Lycett. It’s called the social whirl. The number in each circle is the approximate number of people within that part of your social network. In the middle is you, followed by your family and very close friends (about 5 people). The next circle is your sympathy group, 12-15 people with whom you have a closer relationship.

The number 150 is often mentioned as the Dunbar number:

Dunbar’s number, which is 150, represents a theoretical maximum number of individuals with whom a set of people can maintain a social relationship, the kind of relationship that goes with knowing who each person is and how each person relates socially to every other person

In other words: it’s your circle of friends.

It’s people who knows you as an individual. You have a personal and explicit relationship to these people. Basically, it’s the people you have beer with.

Evolutionary psychology studies has shown that people are incapable of maintaining a close relationship with more than a 150 individuals at the time (although the number varies between persons, 150 is the average). If you meet new friends, some of your older friends that you don’t see very much anymore falls out of your 150 circle. (Don’t feel so bad about it, we’re only humans after all. You’re lucky not to be a chimpanzee. They have a Dunbar number of ~50.)

The existing social networking sites and somewhat older social tools such as the address book in your mobile phone does a pretty good job of managing these 150 people. With GlocalReach, we’re trying to build the tools necessary for the outer circles, beyond the Dunbar number.

At these circles, people know you more by a role you have or a category of people you belong to. They might know you as a politician, a programmer, a neighbor, a nurse or a blogger. If you have a slashed career people will know you by many labels and roles. GlocalReach will help you manage these roles and how people reach you from the outskirts of the social whirl. That’s our place in the social network universe.

I would have hoped to have our beta ready by now, but we have been rethinking some of the concepts, putting a stronger emphasis on the business card (or reachcard) as the center of the service, as your primary reach management tool. So, the beta will take a little bit longer. Sorry about that.

Meanwhile, give someone that has been falling out of your Dunbar circle a call. Reunite with old friends. Bring up some good old memories.

Real friendship, after all, doesn’t have a number.

Updated: here is a longer and much more insightful post on Dunbar numbers and social networks.

Updated 2: Thomas Vander Wal at the blog Personal Infocloud has an interesting post on Selective Sociality and Social Villages that touches the same subject.

I also updated the picture used in the post.

Erik Starck
Managing Director, Co-founder

What does “here, have my card” really mean?

August 17, 2007

We live in an age of advanced communication technology. The number of mobile phones worldwide is 3 billion. That means that there are potentially 3 billion people that can call your mobile phone at any given moment.

Wow! Imagine that. Three billion people, all with the ability to at any given moment talk to anyone else of the three billion.

Our phones have to be ringing all the time, right?

Well, as you probably know, it doesn’t (although sometimes it feels like it does) and there are two reasons for this. The first reason is a simple matter of cost. International calls are quite expensive and calling up strangers from all over the world quickly empties your wallet (although this will change as we’re moving to a 100% VoIP-world (55 million VoIP-users and counting), leaving the door open for VoIP-spam).

The second reason is even more important: there’s also a social cost to calling a stranger. What do you talk about? What value can you bring to each others life? Most people would say it’s rude to disturb someone with a phone call when you don’t know the person and the purpose of the call is unclear.

The third reason is noise. You can’t find someone to talk to even if you did have a valid reason to talk.

That’s why one of the most important communication technologies we have is based on a simple piece of paper: the business card.


The business card carries an important social meaning. Giving someone your card signals to them that it’s OK to contact you (during business hours – and not on the weekend, unless explicitly stated) using the contact information on the card. It also contains a short description of who you are in one particular role for example as a representative of a company.

It says:

“I am X and I do Y. It’s OK to contact me using the methods described on this card if you need help with anything related to Y.”


There are three billion people out there you can call. This card tells you why you should call me.

Exchanging business cards is an internationally accepted way of connecting. It lowers the social cost of making a phone call. It clarifies the value that a conversation may have. That’s why we will make the business card a central part of the GlocalReach service. It’s at the core of how you manage how other people can reach you. Our beta is ready soon.

Update: marketing genius Seth Godin has a post on business card mistakes:

Precisely because they are an anachronism, they serve a vitally important function. In an era where no one dresses up anymore, they give you a chance to position yourself, to represent who you are and what you do in a three cent piece of paper. And yet… almost all business cards are terrible. They are the leisure suits of the marketing the world, the place where bad design not just lives, but thrives.