Nearly everytime I write about NY-based AdaptiveBlue, I always note that while their technology is good, their ability to connect with a mainstream audience has been very limited. They seem to always push big tech words over what value the services actually provide. Last week I started playing with a new version of the AdaptiveBlue service which is a huge leap forward in attempting to reach out to the mainstream audience.

The AdaptiveBlue BlueOrganizer is no more. In its place is Glue, what the company calls a "contextual network." Here's the basic concept behind Glue. You install the browser plugin and then as you browse the Web normally, a menu shows up on any pages where Glue has information to share. These are typically pages dealing with movies, music, books, music artists, restaurants and wine. You can also browse the full list of sites available in the Glue network.

The Glue bar shows up on the top of sites that Glue has a match for and is actually a HTML injection - this means it becomes part of the page and not a plugin that sits active at all times. The bar is a simple way to shows friends information related to the current item being viewed. You can see which of your friends like the item, which have commented on the item, along with where the person viewed the item. You also see a sample of others outside your network who liked the item - this helps with discovery.

You can click on a friend to see more information about them and the current item. From there you can select other services related to the current item including item purchase. There's a "2 cents" option which lets you add comments about the item directly into Glue. I assume if they get enough traction on this 2 cents concept, it could lead to a very rich reviews destination site.

Their business model continues to be based on affiliate comissions through the use of the Glue bar. I hope they will look to diversify their revenue potential as I am a bit concerned that there won't be enough sales to drive enough total volume. But affiliate revenue is good as a piece of the overall business model pie.

I think today's launch is a great step forward towards the mainstream for AdaptiveBlue. Now the really tough work begins on getting mainstream user adoption - they need a strong number of users and friend relationships for the service to be effective.

Here's a demo the company put together about Glue: