The term “Widget” is being used for a couple different things. At it’s root think of a Widget as a software application that does something of value for the user while communicating an marketing message. A couple examples include:

• A weather forecast that the user downloads to their computer. Everytime the user turns on their computer the Widget displays the 5 day forecast and a marketing message from the Weather Channel.
• An application that a user can install on their iGoogle homepage, Facebook page (see Facebook Aps for more info), MyYahoo page, and many other online custom interfaces. For instance, every time you browse over to your iGoogle page you can see the movie times for you local theater and an ad from the newest blockbuster.
• Widget may also refer to an application that is downloaded to a mobile device like the iPhone.

The base idea is the same. You provide an application to the user that deliver value along with a marketing message. A couple thoughts:

• It is an absolute must that the application add value. If it is nothing more that an advertisement don’t bother.
• “Adding value” comes is two flavors 1) as a utility like a weather forecaster, 2) as a oddball application — think funny off the wall like an application that “predicts” your wife’s mood, or an ap that finds people on Facebook you’re most likely not to like, or an ap that writes fake “get out of work” doctors notes. You get the idea.
• As with a lot of the things we talk about on this web site — it’s not enough just to build it. Plan to build it AND to promote it. You need to reach a critical mass before WOM pass along takes over. And remember to add a “pass along” element to the ap.
• Keep it simple. There are a lot of examples out there of aps that way over do it — the key is to add value — not ons of bells and whistles that make using the ap very complicated.

Aps can cost anywhere from $5,000 to over $100,000 depending on the functionality. A decent ap that does one thing well and ads value to the user will come on between $25,000 and $50,000.

Here are a couple good articles on Widgets:

http://www.imediaconnection.com/content/19306.asp

http://www.computerworld.com/action/article.do?command=viewArticleBasic&articleId=9066562

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