This little bit of ranting is brought to you by this news story this week…
Thomas Buckley and Lucas Shaw / Bloomberg:
Walt Disney Co. senior executives are discussing how to unify the company’s disparate mobile apps and turn its streaming service into the first stop for all things Disney, a place where users can book park tickets, buy merchandise, play games and watch movies, according to people familiar with the matter.
Disney’s new CEO, Josh D’Amaro, is attempting to break silos within the company and simplify how customers interact with its brand. The new app would marry Disney+ with mobile platforms such as the Disneyland Resort and Disney Cruise Line Navigator apps into what’s internally being described as a “super app,” said the people, who asked not to be named as the information is private.
On paper, I understand it — why maintain and promote so many disparate apps when you can give everyone the singular “Disney” app? Beyond the marketing purpose1, why would you need to make people download all these different programs for one company? Wouldn’t it be better to go to one place?
No, I don’t think so.
I can tell you why. When I use an app, when I use a website, when I use a service, when I (when I had cable) turn on a channel — I want to do that thing. Period.
I open Disney+ to watch Maul: Shadow Lord.
If I’m gonna go to a Disney Park, and want to add a ticket to my Apple Wallet, guess what app I’m going to use? Disney Parks app!
I like websites, communities and tools with a prescribed focus. I like the idea of my engagement having a beginning and an end. I don’t need the infinite scroll, I don’t need to be told about all these other services or ideas, I don’t need my video game website to start having SEO based breakdowns of when the Super Bowl airs, I just want that thing to do what I need.
The Super App idea is big in China, sure. But this is how the internet got funneled into silos like Facebook, Instagram and Twitter, this is how The Office runs marathons on multiple channels a day, this is how it all became a homogenized mess.
Give me tools, sites, services with a focus. With an opinion. With an intended goal. And when it meets that goal? Let it stop. You can stop posting for the day, I can close that app, I can leave that service.
Everything isn’t supposed to continue on forever or be everything to everyone, and I think too few of us remember that.
- Which, let’s be honest, is really why. ↩︎