Review Of AdaptiveBlue’s New BlueOrganizer Denim

By Amit Chowdhry ● May 24, 2007

There are very few companies out there that are leading the Internet towards Web 3.0.  AdaptiveBlue is one of those few companies. The plugin designed by AdaptiveBlue aims to have your computer recommend information relevant to your web surfing habits. Recently AdaptiveBlue unleashed a new version of their plugin, BlueOrganizer Denim.

The new Firefox plugin is a bit cleaner than the last version and has a couple of extra features. For example, the new version of the plugin includes a new startup wizard that guides the user through preferred content personalization. If I want more sports content to be more suggested than book content, then I would select sports during the set-up wizard.

Another new feature is the BlueMenu.  The BlueMenu pull-down is displayed on the picture on the left.  There is also a sidebar which has been condensed to a smaller size and displays thumbnails of relevant content.

One of the features that AdaptiveBlue found users to be most excited about is SmartLinks.  The concept of SmartLinks is to take common consumption items like DVDs and then provide the ability to add it to wish lists or embed them into blogs and MySpace pages in the form of a widget.  This way a user can say, this is what I want or this is what I have.

In summary, I am impressed with the software and the semantics behind the plugin. However, users may be skeptical about the tracking happening in the background as they browse. However, the plugin should help make the browsing experience better. Union Square Ventures invested in AdaptiveBlue in February 2007.