YoLogoLots of mirth over “Yo” today but actually there’s a fascinating aspect lots of people are missing. Yo is an instance of “one-bit communication”, a message with no content other than the fact that it exists. Yes or no. Yo or no yo. Other instances of one-bit communication are: Police siren, flashing stop light, “Open” sign, light turned on, and taxicab roof indicator light. But the most interesting instance of one-bit communication is the global “missed call” phenomenon.

Missed call on a mobile phone is used as one-bit communication: “Used in South Asia/Philippines/Africa to communicate pre-agreed messages for free.” Aided by the fact that missed calls cost nothing to send/receive. “In Bangladesh, missed calls are 70% of mobile traffic at any given time.” So the hilarity around Yo includes two problematic biases: Bias that one-bit communication isn’t useful, and bias that all markets are like the US.

I’m not saying Yo will be the next $100B social media powerhouse. But instant dismissal makes little sense; let’s learn and keep our minds open. Excellent followup reading: Jeremy Wagstaff on missed calls.


Source Tweets: 1,2,3,4,5,6,7,8,9

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