Cate: Changing how we communicate


Communication has taken a whole new level in the last year with mobile internet, flat rate SMS, free instant chats room, face time, etc. The interactivity of communication makes it flexible for individuals to share their thoughts instantly. it became a lot more comfortable to send short written messages over email . Parallel to the smartphone invasion, recent programs and apps communication appear to be incredibly popular and successful. Those new communication opportunities also tend to be a bit intrusive and multiple. They create noise we get every day, interrupting us with notification messages from Facebook, Twitter, SMS and Whatsapp to name a few

But what was it that once made email so incredibly successful? Email are omnipresent, iIt is the biggest social network we often forget or take for granted. In many work places, email is the main communication channel: to send documents, to keep protocols, to exchange ideas, to communicate with team members or sending out companywide announcements. In the Media business it is one of the digital instruments to communicate advertising messages. Aside of the Web, email has probably become the most successful Internet protocol that ever existed. And yet we all seem to have a hate/love relationship with it. Our inbox overflows with clutter, like support tickets, customer service replies, program updates, newsletters and promotional emails. Our priorities change depending on where we are and what we are doing. We want to stay in touch with people, get updates, send them our thoughts, ideas and wishes. But we don’t want to manage emails. We don’t want to be bugged with newsletters. We want to talk about what is important to us at the time; at school, with work, family, or on events.

Modern email applications like Gmail use intelligent filtering to sort out spam, but only recently Gmail began to filter other content as well. How is the email flow influenced by a filter? Is our inbox becoming more authentic, or are we missing something?

Broken E-Mail?

Email wide power is not broken, it just has to be adapted to the requirements of the 21st century. No one has yet built an email experience that was truly new, a breakthrough that changed everything. In order to understand the emailing evolution and make proper use of advertising, new technology is once again helping us to sort out the story.

There is a new idea that is going to lead discussion in the future about notification numbers. It would replace all your email and direct messaging providers in one handy solution. It is called “Cate” and its inventors promise the best of direct messages, email and its conversion into a streamlined, elegant and simple experience. It guarantees a smooth and flawless communication process.

Everything is designed to make your life easier: from notifications, to receiving, composing or sending messages. Cate does not replace Gmail or other email services, but it gives you that one tool on the go. On top of that, it filters out the noise and leaves on the posts that are important to you.

What is good about this is that there  no longer a danger of daily information overload. The App presents an integrated filter that knows the user’s priorities and interests. That’s why you only get “desired” information and offers actually matching your profile. They are therefore a lot more positive to the message, recognizing the high intensity of the interest.

On the other hand, Cate isn’t an extension of your brain yet. It is not aware ofyour personal and emotional transformations. If there is a change in your interests or relationships, the App won’t understand that while synchronizing content. So, at worst it could filter out important  offers, messages or newsletters. The fact is that the App can’t do our thinking for us, because it isn’t adapted to the quick changing moods and needs of their users.

With regard to the advertising field Cate has a double face. When sending direct emails, a message will face two situations. If it aims the heart of its active target group the message will be reinforced by Cate which endorse the relevance of the information. On the other hand, if the message targets a lower interested target group, the message might be kept away although the individual would have been opened to the interaction.

If this happened, there has to be a revised version of targeting and we need to adapt the message so that it gets a high interest also to “secondary receptive individual”. It would require good knowledge of its algorithm in order to ensure that our advertising material will not be filtered out. There needs to be a very precise allocation.

By Giulia Brianda & Johannie Arsenault


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