menu

Branded Utility: Interview With Gabor Vida of Teknision

Branded Utility: Interview With Gabor Vida of Teknision
technology

Teknision is one of the few companies we’ve come across that is dedicated to building what we have been calling Branded Utilities. As developers, we wanted to find out more about their side of this concept so we called the President, Gabor Vida.

Piers Fawkes, PSFK
  • 8 december 2006

Teknision is one of the few companies we’ve come across that is dedicated to building what we have been calling Branded Utilities. As developers, we wanted to find out more about their side of this concept so we called the President, Gabor Vida.

Did you set out to be creating branded applications?

It’s an evolution over the five years we’ve been around. When we started we were just a Flash shop but made sites with a strong programming element. We’d look at our work and we kept on asking ourselves, “What else can this site do?” We wanted to make sites that do things instead of just look good. We wanted to provide value. That led us to build more and more branded applications.

Do you have a philosophy behind the utilities or applications you build?

It’s about a simple idea executed simply. You can see that in our work for Wal-Mart where he helped customers create their own MP3 discs in-store – we wanted to take the dynamism of an online site to a place where people were – so we created an in-store kiosk.

I’ve noticed in your presentation for your talk at Columbia, you talked a bit about widgets and how they fall into the bigger branded utility discussion. We are currently working with a music discover service, Finetune, to build their user experience. We built an embeddable music player widget for them that focuses more on the experience than just presenting the typical Play, Pause, Stop buttons. I’d love to hear people’s thoughts about it. You can find an example at http://finetunedev.blogspot.com/ and you can get your own at http://www.finetune.com. I think applications like the Finetune widget are a great way for companies like YouTube or Flickr to reach out beyond their web sites and become more lifestyle brands instead of web based services.

What do you think of these marketers getting into the Branded Utility discussion?

Marketers strive to make better connections between brands and consumers, application developers strive to create better connections between their product and their users. Really, we are all striving for the same thing. I think there’s a natural fit here that has yet to be fully explored and the Branded Utility discussion will help us all speak the same language.

We’ve been writing about the thinking from marketing people to branded utility. What do you think of the interviews to date?

It has been very interesting. We come from a different background (applications rather than advertising) but it’s nice to see the same attitude. The concept of branded utility is growing organically and that’s what matters.

Teknision

Related PSFK Articles
Interview With Benjamin Palmer of Barbarian Group
Interview With Elizabeth Talerman
Interview With Johnny Vulkan of Anomaly
Interview With Nik Roope of Poke

Technorati Tags:

+#technology
+advertising
+Culture
+retail
+technology
+USA
+Wal-Mart
+work
Trending

PSFK 2017: What We Learned From A 75-Year-Old Instagram Star

Arts & Culture
Reports
Reports
Financial Services Today
Automotive Today
No search results found.