There was an interesting article in CNet today about Microsoft's new "i'm" initiative, which has the company donating an undisclosed portion of Windows Live Messenger's ad revenue to various charities every time you start a new IM (using Messenger, of course) with the word "I'm."

Charities involved include Sierra Club, Unicef, and the National AIDS Fund.

I was also surprised to learn that Microsofts IM product is the most popular one in the world. I guess thats what I get for living an American Online existence.

Nevertheless, this is the first political use of IM that I have seen to date. But it does have its limitations. Because donations are based on add revenue users of multiplatform IM software like Trillian (as well as other instant messaging clients) aren't included in the deal. But then again, there goal is to drive WIndows Live usages rates up so no surprise there.

On a ubiquity level things get even more difficult in that you you need to alter your "display name" with a text code that indicates which charity you'd like your "I'm" proceeds to go to. Would it be easier to just trigger that with keywords like starting your IM with '"I'm Sierra' or I'M UNICEF.'

Nevertheless, the marketing for it is very clever (I guess thats easy when your product is "I'M"). But I think it should also start shifting some attention to other future possibilities of IM and other types of messaging.

[via CNET]

Technorati Tags: windows, windows live, i'm, instant messaging, microsoft, sierra club, Unicef, national aids fund

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