Living With Free - Panel Discussion at Gilbane San Francisco

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A panel session conducted on June 4, 2009 entitled "Living With Free". Consumers increasingly expect goods and services to be offered free of charge. Panelists Jeremiah Owyang of the Forrester Group, Kieran Lal of Acquia, and Steven Kotrch of Simon & Schuster joined moderator Joseph Bachana of DPCI to discuss newer business strategies that companies are adopting to not only 'live with free' but to grow revenues within the gift economy.

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  • Living With Free - Panel Discussion at Gilbane San Francisco

    1. 1. Moderator: Joe Bachana, DPCI Panelists: Steve Kotrch, Simon & Schuster Jeremiah Owyang, The Forrester Group Kieran Lal, Acquia Living With Free: Business Strategies in a Google World © 2009 DPCI. All Rights Reserved.
    2. 2. Problem Statement <ul><li>Consumers expect goods and services to be had for free </li></ul><ul><li>Author Kevin Kelly coins the phrase “Generosity as a Business Model” </li></ul><ul><li>How are businesses leveraging this state of affairs to make money? </li></ul>© 2009 DPCI. All Rights Reserved.
    3. 3. Examples of free goods & services <ul><li>Google’s free business and consumer applications </li></ul><ul><li>Wikipedia, Flickr, Twitter, Facebook, YouTube, Hulu, etc. </li></ul><ul><li>Freely downloadable open source software offerings </li></ul><ul><li>‘ Free’ news content on major media sites </li></ul><ul><li>Microsoft BizSpark </li></ul><ul><li>Movement by some authors to distribute their works for free under Creative Commons licensing – </li></ul><ul><ul><li>Notable examples: </li></ul></ul><ul><ul><ul><li>Cory Doctorow ( Little Brother , Content ) </li></ul></ul></ul><ul><ul><ul><li>Chris Anderson ( Free ) </li></ul></ul></ul><ul><li>Free games, music, other content… </li></ul>© 2009 DPCI. All Rights Reserved.
    4. 4. Free Is Not New <ul><li>1904: King Gillette gives razors away for free in order to sell blades </li></ul><ul><li>1982: Warnock/Geschke make PostScript format free </li></ul><ul><li>1993: Adobe makes PDF format free </li></ul><ul><li>Late 1990’s: Adobe gives Adobe InDesign away for free to University students… </li></ul>© 2009 DPCI. All Rights Reserved.
    5. 5. Free Business Models* <ul><li>Freemium (kickapps, linkedin, skype, pandora, etc) </li></ul><ul><li>Access in exchange for Advertising (Google apps, media sites, etc.) </li></ul><ul><li>“ Cross-Subsidies” (Gillette model) </li></ul><ul><li>Zero Marginal Cost (Music + game downloads) </li></ul><ul><li>Labor Exchange (open source?, other?) </li></ul><ul><li>Gift Economy (wikipedia, other?) </li></ul><ul><li>* cit. Chris Anderson </li></ul>© 2009 DPCI. All Rights Reserved.
    6. 6. Session Goal <ul><li>Taking a look at how companies are using free goods or services to actually generate revenues </li></ul><ul><ul><li>Steven Kotrch, Director of Publishing Technologies, Simon & Schuster </li></ul></ul><ul><ul><li>Kieran Lal, Drupal Community Adventure Guide, Acquia </li></ul></ul><ul><ul><li>Jeremiah Owyang, Analyst/Web strategist, The Forrester Group </li></ul></ul>© 2009 DPCI. All Rights Reserved.
    7. 7. Resources <ul><li>http://craphound.com/content/download/ </li></ul><ul><li>http://en.wikipedia.org/wiki/Open_access_publishing </li></ul><ul><li>http://www.kk.org/thetechnium </li></ul><ul><li>http://www.longtail.com/the_long_tail/2008/07/how-big-is-the.html </li></ul><ul><li>http://www.wired.com/wired/archive/5.09/newrules.html </li></ul><ul><li>http://online.wsj.com/article/SB123335678420235003.html </li></ul>© 2009 DPCI. All Rights Reserved.
    8. 8. Question/Response Period Info about speakers: Jeremiah Owyang, http://www.web-strategist.com/blog/ Twitter: jowyang Kieran Lal, http://acquia.com/blog/3 Twitter: Amazonk Steve Kotrch, http://wiki.firebrandz.com/images/e/eb/Digital_Content_Steve_Kotrch-Firebrand_2008.pdf Twitter: Steveko Joe Bachana, www.databasepublish.com/blog/jbachana Twitter: joebachana Linkedin: Joseph Bachana © 2009 DPCI. All Rights Reserved.

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