Search is an obvious and overt expression of our attention. When we search we are sharing the words (keywords) that express exactly what we are interested in the moment. There are two kinds of search. One is immediate - We need information for a specific purpose, now. For example immediate search is perfect for looking up a definition. (by the way, Steve claims this is the only reason he uses Google). Most of us use Google to find a specific nugget as the need arises, whether it's getting directions, shopping for a specific item or learning about something that is static.
RSS doesn't add much value for immediate searching. When the information we need is dynamic and unfolding over time, RSS searching is incredibly powerful. The newest version of our RSS reader, Attensa for Outlook, gives you the ability to perform unlimited RSS searches across 18 search engines by simply typing the keywords that are the center of your attention. Enter the keywords once and search across Blogdigger, Daypop, Digg, Feed24, Feedster, Google Blog Search and Google, IceRocket, MSN Search, Plazoo, SeekItAll, Technorati, Wikipedia, Wired News, Yahoo! and Yahoo! News (if we're missing any let us know). New information is sent to you every time information relevant to your search is published. The information you seek is delivered to a single Outlook folder labeled with your keyword or separated into folders organized by search source and keyword(s), whichever you choose. With this single expression, you turn an AttentionStream into a continuous river of attention.
Peter Caputa asks if
Attensa is AttentionTrust compliant and whether information on what he has read
can be exported in a standard file format.
The questions are straightforward and so is our answer to Peter's first
question. Attensa supports the basic AttentionTrust principles.
The answer to Peter's second question is more complex because the Attensa
technical team and other industry players are working to create standards that
address the mobility issues surrounding attention. We are collaborating with
other Attention technology
pioneers and working on the attention.xml
standard to bring technologies to market that will deliver on the promise of
I thought it would be useful to take a look at what we can do today to meet
the spirit of the AttentionTrust principles.
1. You own your attention and can store it where ever you wish.
2. You can securely move your attention wherever you want whenever you
The first two principles are tightly connected. Today Attensa gives you control
over your OPML file, a fundamental expression of your attention that you can
own and store. You own your OPML file and you can create custom OPML files that
can include a subset of the feeds that focus your attention. With the export
feature you can store your complete file or any subset anywhere you want and
share it with anyone you want.
You own your tags, another pure expression of your attention. Attensa tags
are stored locally on your machine. They are also stored and synchronized
at del.icio.us if you use the service. And with the Attensa tagging toolbar for
IE and the tagging extension for Firefox you can access your tags and tagged
articles in your browser of choice.
3. You can securely move your attention wherever you want whenever you
To address this issue it is essential to define the components that make up
your attention. Your OPML file and tags are part of it. Your click-stream can
be considered a manifestation of your attention. What about all of the other
ways you consume information? Attention is a huge concept that goes far beyond
RSS feeds and click-streams. AttentionStream technology can be used to identify
your favorite feeds and the feeds and articles you ignore or delete instantly.
It can be used measure the time you spend reading specific articles. It can
identify the articles you tag or forward to co-workers and friends.
Different companies will have their own take on the components that comprise
Attention. Much of the attention being paid to attention is focused on its
value in advertising and marketing. Attensa is taking a user-centric approach
designed to improve the experience of staying up to date by addressing how
AttentionStreams can cut through information overload and make knowledge
workers more productive. These are two very different problems and will require
very different solutions.
3. You can pay attention to whomever you wish and receive value in
Of course you can pay attention to whomever you wish. (unless your IT
department is controlling who gets access to specific feeds). The value you
receive in return can take many forms, the pleasure of discovery, time savings
from automagic prioritization, or a killer ad that arrives at the moment
attention slips into intention.
4. You can see exactly how your attention is being used.
You might not want to see exactly how your attention is being used. Who has
the time and inclination? Applied attention technology might be like sausage,
you can enjoy the end product without watching how it's made. Business models
will be based on the unique intellectual property companies will use to put
attention to work. The hundreds of millions of people who use Google everyday
don't have any idea how it works and I bet they don't really care. It just
works. Those people who do care are putting pressure on Google to be more
transparent on what they are doing with all the data they are collecting.
When attention is delivering prioritized, highly relevant information,
elminating duplicates and delivering ads with 100% CTR, while protecting your
privacy with opt-in processes and full disclosure, we'll know attention is
being used to make life a little better.
Peter, if you have ideas on how to make your attention data mobile and more transparent share them with us. We're listening.
Valentine's Day thank you from everyone at Attensa is heading your way.
show our appreciation to everyone who actively participated in the Attensa for
Outlook beta program we will be emailing an activation code for Attensa
for Outlook on Tuesday, February 14 to everyone who registered in the Attensa Forum between June 2005 and January 2006.
will provide you with one free year subscription to Attensa for Outlook with
synchronization to Attensa Online.
you have any questions, please do not hesitate to ask. Once again, thank you
for your participation, we couldn't have done it without you.
After eight months in Beta, Attensa for Outlook has emerged and is now
a real product. We want to thank everyone who participated in the beta program
and helped us create an RSS Reader the experts are calling “Next Generation.”
We couldn’t have done it without you. If you were an active beta participant
who registered in the Attensa Forum between June 2005 and January 2006 we’ll be
sending you a free activation code as a thank you.
What’s New in Attensa for Outlook
The big news is the addition of AttentionStream article level
synchronization with Attensa Online. Attensa for Outlook works hand-in-glove
with Attensa Online our new Online RSS reader, so you can enjoy the convenience
of using any computer with a web connection to read your articles. Every action
from updating feeds, reading and deleting articles, subscribing to new feeds to
adding tags is instantly synchronized in Outlook. You can stay on top of the
news that matters to you on multiple computers without weeding through the same
What else is new:
·Overall quality and stability.
·Improved user experience with clearer icons.
·Better podcasting support
·More powerful search with an expanded list of
search engines for unlimited searching.
Attensa for Outlook is only $20 and includes a one year subscription to
synchronization with Attensa Online. For those of you who don't like
subscription software or who don't need synchronization, Attensa for Outlook
will continue to work in Outlook after one year and so will the toolbars. If
you don’t renew your subscription synchronization with Attensa Online will time
out. You can still use your Attensa Online account but articles won’t synchronize
When you run the update you will be given the choice to:
·Buy Attensa for Outlook
·Or take Attensa for Outlook on free 30 day test
If you decide not to update your current version of Attensa for Outlook
will continue to run.
We always want your feedback. There’s a new feedback link in Attensa
for Outlook. Use it.
1. We've been working on Attensa for Outlook - the Real Thing 2. We've been working on Attensa Online 3. We've been working on a new website
And today you can see exactly what we've been doing.
After eight months in Beta, Attensa for Outlook has emerged and is now a real product. The big news is the additon of AttentionStream article level synchronization with Attensa Online.
Attensa Online, our free Web based reader, is live and open to everyone. Sign up and try it at attensa.com
It's free. It's clean. It's frickin fast.
It works hand-in-glove with Attensa for Outlook so you can enjoy the convenience of using any computer with a web coneection to read your articles. Every action from updating feeds, reading and deleting articles, subscribing to new feeds to adding tags is instantly synchronized in Outlook. You can stay on top of the news that matters to you on multiple computers without weeding through the same articles.
How much will this cost, you ask? We listened when we asked for your input on pricing. Attensa Online is free. Attensa for Outlook is only $20 and includes a one year subscription to synchronization with Attensa Online.
For those of you who don't like subscription software or who don't need synchronization, Attensa for Outlook will continue to work in Outlook after one year. Synchronization will time out.