Financial daily Business Standard has launched a branded Instant Messenger called BS Buddy, which appears to be a customized version of Mundu IM from Geodesic Ltd. The Instant Messenger allows access via a single messenger, to MSN Messenger, Yahoo IM, AOL Messenger, ICQ, Google Talk and Jabber Talk. That’s nothing new – Pidgin already allow access to multiple IMs.
What’s noteworthy is the access to content that the IM allows – when you click on the yellow blob (seriously – what were they thinking?) in the IM that represents BS Buddy, it opens up a pane as shown below, called BS Dashboard.
The BS Dashboard provides current news, stock market information, stories from the days Business Standard, content from BS Motoring, and a merchandise from BSshopping (powered by IndiaPlaza). Details of the features available here. They appear to have a couple of advertisers already on board in Nokia, HP and Oracle.
As a product, I quite like the BS Buddy, but I don’t really see the point for Business Standard to launch somethng like this. Even though they have, they aren’t really communicating the key feature of the IM is the interoperability between various IMs, and they haven’t communicated that on the main page for the service – http://bsbuddy.business-standard.com/ . Without that being communicated, it appears to be a Business Standard IM, and hence there’s no incentive for a user to download it – that fact that users are also getting BS content is just an add-on.