Panoramio, a mobile web mashup that enable digital photographers to geolocate, store and organize their photographs–and to view those photographs in Google Earth and Google Maps. The core functionality of Panoramio is to see visually all the users pictures on a map and commonly considered as a web mashup. A Mashup implies rapid prototyping and fast integration of different APIs and data sources with a user-oriented approach.
Mashups align with the Long Tail Theory developed by Chris Anderson in a wired magazine article. The long tail theory is based on selling more for less. This theory described a business strategy based on selling many small volumes of hard-to-ﬁnd items instead of a few large volumes of popular items. It argues that as a whole, these hard-to-ﬁnd items can make up a value that equals or exceeds the fewer bestsellers. This is possible when the distribution channel is large enough, such as the Internet, and the marginal cost is low, such as in the Software industry. The following image explores the anatomy and the characteristics of the Long Tail Theory from the perspective of Rhapsody, a Music retailer.
The long tail as seen on the yellow section on the line graph creates a new growth market through obscure or niche market products. Mobile Mashups satisfy the needs of niches based on the long tail theory and creating extraordinary business values. Such business value has been created by recognizing the niche market in Panoramio. The photographs taken through Panoramio is then uploaded to Google maps and Google Earth, allowing the users to contribute towards the photo mosaics in Google Street View.
Mobile Web Mashups such as Paronamio allows the creation of new application and services thanks to the Long Tail Theory, with the aggressive expansion into new market areas. Additionally, the applications developed are more effective as their tailored to user needs with efficient user interface.
- Anderson, C. (2004). The Long Tail
- Bowling, D. (2012). Google Maps updates Paronamio, improves Geo-tagging
- Viedma, C. (2010). Mobile Web Mashups: the Long Tail of Mobile Web Applications
- Viedma, C. and Tollmar, K. (2010). The Long Tail of Mobile Web Applications