If you’re an app designed to help people discover relevant news stories, subtitling yourself “Always Interesting” is quite a statement of intent. The app is Prismatic, which launched for iPhone yesterday.
It gets users to sign up with their Facebook, Twitter or Google+ accounts, then sets about “learning about you and connecting you with the most interesting stories”, using “every available signal to understand your interests and craft the most personalized experience possible” and promising “a smart mix of what you like along with new stuff that you wouldn’t find otherwise”.
There are a number of startups doing this kind of thing, of course: News360, Zite and so on. What does Prismatic have to offer above and beyond them? Design may be one selling point: the app looks simple and elegant, rather than cluttered.
However, the real test will be whether that content is “always interesting” for users. We’ll be testing Prismatic out to see how it fares against the competition in the coming days and weeks.