They say they are targeting the FTSE 100 and I think they will do well there. Good luck to them, in any case.
I expected our first clients to be "challenger brands" looking for a way to steal a march on the market leaders. But what happened was proper Blue Chip clients from the upper echelons of the FTSE 100 were/are the early adopters in this market.
This may because we at Bell Pottinger have some very Blue Chip clients in general but I think that there are a number of other reasons why the FTSE 100 is buying WebMaps so eagerly.
1. They have people who think they are specifically responsible for all this. Either the Head of Comms or Head of PR feels they need to know about on-line conversations. Smaller companies may be aware of the issue but not have someone who has it towards the top of their agenda.
2. They have the money. Related to the above, Heads of Comms seem to have a pot of money available for this area whereas shoe-string based start-ups may not.
3. They have more to lose. Although no one is panicking, the big boys know that the world might be changing and they feel they need to keep a watch on this part of their empire. Although no one has put it quite like this perhaps the main reason the Blue Bloods need our maps is because "we hear the customer is revolting these days, do tell us where"
Liberty. Equality. Fraternity. Tres blogosphere, mais oui?