In an age of reduction and bankruptcy, it is uncommon to see a skyrocketing company. Bluekai, a previously unheard company, has secretively shot to fame these days in a seemingly doubtful business model.
The company, with only 13 staffers, doesn't sell any physical products. Its main staple is what it called 'intent data'. Bluekai collected customer intention from websites around the world and then organized, aggregated or disaggregated the messy data accordingly. After an in-house processing, they will start to match these customer intentions with marketers. It looks like that Bluekai is selling privacy data, right? Bluekai didn't deny, but added that they sold the privacy data in a friendly way. Furthermore, there is also a opt-out system at hand for consumers to tick on/off their privacy info at any time.
Bluekai is acting against other IT companies if we take a closer look at its business model. While most of the IT firms are trying to expand and aggregate, Bluekai is disaggregating himself into a very little service piece. Disaggregation is one way to survive in this tough economic time. I'm sure, before long, disaggregation will be all the rage.
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