MySpace Did Not Innovate Enough When It Should Have

MySpace has not done enough when it had the occasion to innovate and make the most of its position as the then-leader of the emerging social networking sector, according to Jonathan Miller, News Corp.’s chief digital officer.

He acknowledged that the News-corp owned site ceased innovating at the juncture when it was a leader in the social networking domain and it was complacent in leaving the vent for rivals like Facebook and Twitter, to enter into the space and snare its market share.

Taking the stage at the Web 2.0 Conference this week, Miller pinpointed lack of innovation as the key factor that led to plummeting influence of MySpace in the social networking space.

Miller said in a statement: “I think that what you see in the space more than anything else is if you don't keep innovating and moving forward you get in trouble. You can't stop, you have to keep going, and (MySpace) didn't keep going, it kind of stopped”.

Miller was appointed by News Corp. in April to hold the positions of its chief executive of its Digital Media Group, and chief digital officer, at a crucial time when Facebook had already established itself firmly and snared significant share of MySpace to went on to become the world’s topmost social networking platform in terms of number of users.

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In addition, Owen Van Natta, chief executive officer of MySpace, has unleashed a new music video hub, along with an improved set of marketing tools for artists. The move clearly marks that the site is refocusing on its prior strength of music and entertainment in an attempt to reverse its miserable fortunes and get back into the race with Twitter and Facebook.

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