
Personalisation is one of the many avenues that the Internet has opened up to readers of news: rather than buying one newspaper with everything in it, people now have the chance to easily choose what sort of news they want to read, and from where. Back in 1995
Nicholas Negroponte, founder of
MIT's Media Lab project, coined the term 'Daily Me' to describe a virtual daily newspaper customized for an individual's tastes, and since then many services have been launched to make this concept of personalised news a reality. One such successful company, which offers users the chance to create highly personalised home pages using many different widgets, is
Netvibes. Founded in 2005, Netvibes now has 30 staff at its headquarters in Paris, five in San Francisco and a presence in London. The
Editors Weblog spoke to CEO
Freddy Mini to find out more about how Netvibes' different services work, and how they contribute to a user's personalised experience.
Netvibes operates on the principle that we should be able to feel at home in our online world. When a user creates a Netvibes page, they can change everything: they choose which widgets they want, where they are placed, how big they are, what shape they take, or what colours they use: "widgets must be fluid or liquid enough to participate in a more sophisticated layout," commented Mini. It is also possible to install Netvibes widgets on a computer desktop or on another website. There are plenty of opportunities to personalise within the widgets themselves, such as moving tabs around, or choosing a slideshow view. "There is a lot of intelligence in the product and we built it to make sure that people will try things and the product will react and surprise the user," he remarked. "It's all about making the pages really yours," stressed Mini, "as you can see, there is no prominent Netvibes logo." The interface is available in most European languages and progress is being made to translate it into others.
The platform is very user-friendly (see my 'Easter egg'-themed page, which took a matter of

minutes to create), and it is easy for companies or publications to create simple RSS-based widgets, using a Netvibes 'wizard.' About half of the 180,000 widgets on Netvibes are RSS-based, Mini specified, meaning that they are essentially one or more RSS feeds in widget format, but there are many more complex ones involving video feeds or programming: searches for flights or hotels, or the possibility to access email or social networking sites such as Facebook or Twitter. Many different newspapers and news services have created widgets, often showing a list of the most recent stories.
Netvibes for newspapers
Netvibes can also help clients to develop more advanced widgets. With newspaper clients, Netvibes helps the paper to "granulize" the content into a widget and make that widget into a destination in itself, rather than just a way to "fish for an audience and drag the user immediately back to the site." Mini believes that if the widget simply links back to the site in one click, then "it is like an ad and it gives the user a poor return." So Netvibes built widgets have at least one or two clicks within Netvibes before redirecting to the paper's website, on the premise that the user feels at home within their page and will not want to be directed away the instant that they consult the news.
When asked if he has faced opposition from newspaper publishers who believe that services such as Netvibes are reducing their website traffic and advertising revenue, Mini explained that a few years ago this existed, but not any more. "If you are a newspaper you want to be in the widget game," he asserted, "now it's not even a choice: if you're not, another rival paper will be, and you will lose that part of your audience."

As well as their private page, which they can sign into from any computer, Netvibes also offers the chance to create a public page, or a Universe. It is published in real time, and can be seen by anybody who knows the URL - www.netvibes.com/[username]. Other people cannot alter the page in any way, but can see what another user is reading. Users can search for friends and connect to set up a network within Netvibes; Mini clarified that the site was not built to be a social network, but it has "the basic capabilities" so that if people do not use another service they still have the opportunity to share what they are reading. The public pages are not necessarily just personal, publications such as the
Financial Times have created one, which Mini described as a "showcase for their widgets."
Making money without advertisingNo money is exchanged when papers place widgets on the Netvibes site in a standard sense. The company makes money in three different ways, notably not through advertising. The first is through promoting widgets by listing them first to make them far easier to find among the more than 180,000 options. The widget owner pays per install, and the widgets are marked as sponsored.

The second is through selling its '
Premium Universe' service, which allows companies to create their own page using Netvibes' software, but with their own branding and own URL. There is a set-up fee, and then a yearly contract to pay. The pages are fully 'personalisable,' unlike the free public pages, which are static, and consumers can create accounts and sign in. Unlike a user's personal page which they build from nothing and add content to, the Premium Universe pages come fully loaded with widgets, and they then have the choice to keep what the company is offering them or change it. The 80-90 clients include advertising agency
Ogilvy, which created
The Daily Influence, and French daily
Le Figaro (
www.lefigaro.fr/maune). The company can advertise and keeps the revenue generated. In this area, Mini explained, Netvibes is effectively being used as a publishing tool such as
Wordpress, as there is the option to add "very sophisticated" notes.
Installing Netvibes on the servers of others, effectively licensing Netvibes' source codes, is the company's third source income:
Netvibes for Enterprise. This gives the client even more power to customise than with the Premium Universe, which is a turn-key solution that Netvibes maintains, and which remains on its server. For this service Netvibes sends the client one of its engineers who will spend five days installing the software and will remain for a further two days to train the relevant IT staff. The licenses are tailor-made depending on what the software is used for.

Each of these revenue streams accounts for about a third of the company's total income, said Mini, with some fluctuations. Amidst tales of financial woe throughout the industry, Netvibes' revenue is actually growing, with first quarter results significantly up compared to last year. "We should continue to thrive," Mini hopes, and confirmed that the company is on track to break even in September. The one way that the financial crisis has had an effect, he explained, is that interested customers are taking far longer to make decisions than usual: "that is the challenge."
Is personalisation the future: do people care?One of the big questions concerning personalisation is: do people care enough to bother to do it? Netvibes has more than 3.7 million active users according to Mini, so seemingly some people do. Mini emphasised that for him, Netvibes' reason for being is to empower people, to give them the choice to make the pages that they want: he realises it is not something that everybody wants to do, but at least they are being given the chance. He thinks that in terms of news, it is unrealistic to assume that people will want to get all of their news from one source: for example if you follow several different sports based in different countries, why would you read about all of them in one newspaper?
The Netvibes service is fully driven by users: they choose what they want, there is nobody tracking what they read or use to recommend different articles or products which is the basis of some other personalisation offerings,
such as the DailyMe. This avoids one of the potential problems connected with personalisation: privacy issues. Registering for Netvibes involves providing minimum personal information. However, it does mean that it is likely to only be used by more proactive, tech-savvy Internet users. There are also limitations to the service, for example, news can only be chosen by source rather than by topic or keyword, meaning that a user will still have to scour the web for information they need.
From a newspaper owner's point of view, the proliferation of such sites cannot entirely welcome as they give readers the chance to access news without visiting the paper's website, hence generating no income. However, as Mini explained, there is now little point in resisting, and the possibilities provided to publishers, such as Premium Universe, are a valuable opportunity for those newspapers which are eager to embrace personalisation on their own sites, and there is an opportunity there for advertising revenue.