Why Ping is the Future of Social Commerce

The article “Why Ping is the Future of Social Commerce” discusses Apple’s recent announcement of “Ping.” It is a music-only social network, open to 160 million users. Ping is similar to both Twitter and Facebook in that users can follow celebrities, create groups, and get updates on a newsfeed. The article describes Ping as a combination of both social and commerce. Companies such as Amazon are halfway there, with customers able to see what other people, who purchased the same item, also purchased. Amazon does not have the social aspect that Ping has, though. For example, when using Amazon one must rely on the suggestions and reviews of total strangers. With Ping, users can decide exactly whose musical taste they are interested in.

The amount of music available online, or data in general, is growing rapidly. That being so, it is becoming more and more challenging to find the information or music that one is looking for. People rely on programs such as Ping to help them sort through music and offer suggestions. It is a way to network with other people, as well as make new music discoveries. ITunes has already shown the most popular song downloads, and it makes music suggestions for customers based on their own previous purchases, but now people can choose whose music choices they follow. Since people have such different tastes, it allows music that would be otherwise unknown to spread. It is a good way to ensure that the proper music is presented to customers, and will result in an increase of purchases. As the article states, it is the best way to improve the iTunes store and the overall shopping experience for customers.

Companies such as Amazon need to follow the lead of Apple and implement some sort of social network into their online shopping. Ever since the Facebook revolution, Internet users want to be connected with each other, and they do not wish to go back to isolation when doing online shopping. People want to be informed of the latest trends and be kept updated on their friends’ or celebrities’ activities. With Ping, Apple has taken the initiative in taking the next step in improving the shopping process. As its popularity grows, other companies will realize the demand for it in all consumer areas, and they will be forced to implement it as well. With so many products available, companies will need a way to market their goods to the right people. I suspect the popularity of Ping will have a similar growth pattern to that of Twitter and Facebook, and the amount of users will grow rapidly. As the article says, Ping is the start of the future of social commerce.

http://www.businessweek.com/technology/content/sep2010/tc2010092_114158_page_2.htm