Mashups not ready for prime time you say? Lots of cool stuff with no place to go? Well, Nike thinks otherwise.
A new, interactive feature on its Run London web site allows users to plan jogging routes via a Google Maps mashup. This is important. In many discussions and after all the demos at Mashup Camp last week, one primary question being asked: "So, where's the business model?"
There are many theories on the viability of mashups. I believe that there is room for them - as proven by Nike - to become something useful in enterprise. It just takes some (additional) creativity to figure out where that might be.
A very good point made by Simon Jefferson, the account director for Nike UK's interactive agency:
The mapping application is a good example of a brand using technology to tap into the natural community its consumers form.
Not advertising. Not interruption. But powerfully tapping the customer community.
Psst: another example of big business (or big media) getting into mashups is HBO's cool Google Maps tool. It's one way they're celebrating the return of The Sopranos new season -- and keeping loyal viewers hooked.
Update: CNET's Elinor Mills brings us up-to-date on viewers (aka users) "feeding the hunger" for more information on their favorite TV shows like 24, Seinfeld, American Idol, and Amazing Race (among others) by creating - what else - mashups.