Social Network App CPMs Start To Emerge

Inside Facebook has done a great job of collecting CPM/eCPM stats from a numer of app developers. Granted, this only relates to Facebook – it would be useful to get a wider view taking into account ad rates on other networks as well.

While this data only proves that the range of monetization is wide, it does provide grist for the mill of folks like Phil Morle, who has been trying to delve more deeply into this area.

[Picture courtesy of white_shadow_photography]

Appspace: MySpace Opens App Gallery, Zynga Opens API

The world’s largest social network, MySpace, has officially opened its Application Gallery.

Every application gets its own profile, from where its developers can directly interface with those users who friend the app.

Truth Box by Suren Markosian tops the app install leaderboard with over 560,000 installs. The app promises to let you find out the “truth about yourself” and discover what others really think about you.

Not far down the chart at No. 4 is Ace Texas Hold’em Poker with 86,000 installs. This app is part of the Zynga Game Network, which is one of the companies to have embraced the MySpace Developer Platform since it became available in February.

Zynga Game Network is named after CEO Mark Pincus’s favorite pooch – Zinga, whom I had the pleasure of meeting recently over at his favorite San Francisco kennel, ahem…office.

The company has launched a Game Center, an open API that will allow developers to connect into a network of game apps. This will effectively create a channel and enable a network effect or viral loop to grow.

What’s the meta take on these two moves? The appspace is a rapidly evolving environment and brand owners and developers are well advised to watch closely as both the MySpace platform matures and Zynga tests out various mechanisms like their Game Center and Social Bar.

[Disclosure: Randal Leeb-du Toit is an advisor to MySpace's parent company, Fox Interactive Media and Chairman of app developer, Creative Enclave]

Enterprise Goes Social: Write Once, Run Anywhere

on-demand-solutions-for-salesforcecom-appexchange-from-appfactor.jpg

A lot has already been written about Google’s Open Social initiative, which you can read elsewhere. Besides the boon for developers in general, the other big winners out of this write once, run anywhere approach will be enterprise. In many respects business has been lagging consumer adoption of the 2.0 phenomena, but no more.

Open social also means open enterprise as evidenced by the way in which Theiko‘s AppFactor is tapping into Salesforce (per Scott Blodgett) :

Our application, which will be free, is meant for customer facing professionals to visualize how their organization has touched a given customer. All of the raw data is available in Salesforce.com but is generally only available through reports. More importantly it’s not very easy to figure out who knows the customer best. OpenSocial makes it possible to visualize and drill into the nature of customer relationships.

Using the OpenSocial APIs we’ve built a tag cloud representing interactions between a given customer (Salesforce.com Contact) and a given organization.

Terence Russell has echoed this sentiment, pointing out that Open Social may give rise to the advent of an era of maturity for business apps.

It will indeed be interesting to see how quickly other SaaS players pick up on this.