By Alexandra Radius
The latest big buzz in France is around the invitations to test Google Wave, the search giant’s soon-to-be-released collaboration tool which combines social networking, Google docs, email and instant messaging.
The hype around the impending service has been extremely effective: #Googlewave has made Twitter’s list of top trending topics, while there has been endless online chatter about how to get an invite, with some even being auctioned off on eBay. There have even been reports of bogus invitations. Isn’t Google marketing machine simply genius?!
For me, Google’s success lies in the fact it’s created the sensation of feeling part of a privileged community if you obtain a precious invitation. If you don’t, you feel excluded. Even those people who aren’t particularly interested in using the service still want to receive an invitation.
I didn’t know much about Google Wave before reading a blog on the subject, but instead of discussing the functionality of Google’s latest innovation, the post focused on how rare it was to be able to test it. I really appreciate the fact that Google Wave’s preview isn’t just reserved for a pre-selected elite - even journalists are looking for invitations. Only the waiting list and a little luck will permit you a sneak preview of this new tool and I like the principle of using luck in a society where most things are governed by status.
Google has totally succeeded in making a service, which doesn’t even exist yet, into the next ‘must have’ and that’s why my name is on the waiting list.
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