Ensembli Launches Mass-Market Personalized News Aggregator at DEMO 09

At the DEMO 09 conference today, the first mass-market personalised news aggregator, Ensembli, makes its debut.

Chris Shipley, executive producer of the DEMO conference, said: “DEMO 2001 demonstrated a simple truth: when times are tough and budgets tight, the smart money takes a flight to quality. DEMO has always been about bringing people together with quality products from quality entrepreneurs. DEMO 09 is no exception.”

Mike Wheatley, Ensembli’s CEO commented that some of the most successful Internet companies were launched at DEMO. “We are extremely proud to have been selected to present here this year.”

The Internet is a great resource, but Wheatley believes it’s broken as a means of keeping up to date with things that interest you. “Most people will use search engines. None of the tools that expert early adopters use – feed readers, aggregators, etc. have gone mainstream. They’re just too difficult and too confusing. Furthermore, irrespective of which tools you use, none of them knows who you are, what interests you, and what excites you. Even though relevance is an intensely personal thing, all you really see is popular and paid-for content masquerading as relevant content.”

Ensembli finds stories that relate to your interests. The more stories you read, discard or just plain ignore, the more it’ll give you stories that you’ll really like. Ensembli gets smarter about you the more you use it.

Ensembli’s service is browser-based and requires no software downloads. It is offered to the global Internet audience free of charge, and will be monetised through advertising and technology licence sales to content-rich sites and portals.

Even though there are numerous technologies working to personalise content, Ensembli sets itself apart according to Shipley. “By collecting and indexing RSS feeds from across the Web, then applying patented personalization algorithms, Ensembli presents each user with their own targeted news results. For the thousands of users for whom Google Reader is a burden, it’s a service worth checking out. If the keys to mainstream success in content personalization are ease of use and spot-on recommendations, we’re betting on Ensembli.”

About Ensembli

Ensembli was founded in June 2007 and is funded by UK institutional investors. It is based in Sheffield, England.

Source: Ensembli

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