By Matthew Palmer
The first for test for any company offering web design services is
how their own site looks and performs. With the seamless (and not
overly flashy) use of Macromedia Flash technology, Razorfish presents
a clear and appealing overview of their clients, services, and philosophy.
However, Internet design is but one part of their offerings. On their
web site, Razorfish bills themselves as a "global digital solutions
provider." The term is the buzzword equivalent for a Swiss Army
knife variety of services. Companies have always needed an edge over
their competition, but with the emergence of digital technology, they
now need a whole new type of presence, too. Razorfish emphasizes promotions
across media in what they call "Broadband." This means content
and services can be sent to a computer, PDA, or WAP-enabled cell phone.
This is important for an increasingly mobile and diverse consumer
base. Razorfish also encourages interactivity in their digital solutions.
They have worked with Mobile Buddies to make instant messaging portable,
with 3Com to create a mini-computer for use in the kitchen, and with
Nissan to make an interactive web site of their cars. This sort of
versatility in services and clients could help Razorfish set themselves
apart from companies that specialize in only one aspect of digital
technology. This diversity also has another advantage. If your company
is in need of reinvigoration, you can hire several companies to give
you a digital presence, or you can hire a multi-purpose firm like
Razorfish. The idea is not just to match the logo on the web page
to the stationary to the television advertisements, but to give a
company a new, unified direction and hopefully the customers to match.
With the fall of the much hyped "dot coms" and the NASDAQ
with it, any technical company must be worried whether their services
are valuable or overrated. Sure, your company has a slick web site
or a compelling virtual experience, but will that increase sales?
In their online case studies, Razorfish cites several examples where
they've used market research. It is a traditional way to gauge what
people want (or think they want). Especially with digital media, people
are subject to fads, hype, and a misunderstanding of technology. Add
business to this and the problems multiply. Whether the staff at Razorfish
is short-sided or visionary will ultimately decide their business
survival.