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Kritische Masse als Erfolgsgarant

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Kritische Masse als Erfolgsgarant

  1. 1. Die Kritische Masse als Erfolgsgarant von Michael Löw studium+ Kurs Dr. Barbara Niedner www.Web2Blogs.de
  2. 2. Gliederung <ul><li>1. Die Kritische Masse </li></ul><ul><li>2. Web 2.0-Plattformen in der Net Economy </li></ul><ul><li>3. Die Diffusion von Web 2.0-Plattformen </li></ul><ul><li>4. Fazit </li></ul>
  3. 3. Die Kritische Masse <ul><ul><li>Keine Konkurrenzzone --> Gewinner und Verlierer </li></ul></ul><ul><ul><li>Durch jeden neuen Nutzer steigt der Wert des Netzwerkes </li></ul></ul><ul><ul><li>Je mehr Mitglieder desto höher die Warscheinlichkeit, Gleichgesinnte zu treffen oder Antworten auf gestellte Fragen zu bekommen. </li></ul></ul>
  4. 4. Die Kritische Masse <ul><ul><li>Die Mindestzahl an Teilnehmern, die erforderlich ist, damit Systeme einen ausreichenden Nutzen für eine langfristige Verwendung bei einem Anwenderkreis entwickeln können. </li></ul></ul>
  5. 5. Web 2.0-Plattformen in der Net Economy <ul><ul><li>Unternehmerisches Ziel von Web 2.0 Plattformen: </li></ul></ul><ul><ul><li>Informationsanbieter und Nachfrager zu gewinnen </li></ul></ul><ul><ul><li>Koordinationsleistung von Angebot und Nachfrage durchzuführen </li></ul></ul>
  6. 6. Web 2.0-Plattformen in der Net Economy <ul><ul><li>Abhängigkeit von der Teilnahmebereitschaft (Akzeptanz)‏ </li></ul></ul><ul><ul><li>Vermittlung als Erfolgskriterium </li></ul></ul><ul><ul><li>Koordinationsproblematik bei Web 2.0 Plattformen </li></ul></ul>
  7. 7. Die Diffusion von Web 2.0 -Plattformen <ul><ul><li>Diffusion = Ausbreitungsverlauf </li></ul></ul><ul><ul><li>Adoption =/ Akzeptanz </li></ul></ul><ul><ul><li>Wann ist Diffusion erreicht? </li></ul></ul>
  8. 8. Die Diffusion von Web 2.0 -Plattformen <ul><ul><li>Chicken and Egg Problem </li></ul></ul><ul><ul><li>Doppelte Kritische Masse Problem </li></ul></ul><ul><ul><li>Gleichgewichtsproblem </li></ul></ul><ul><ul><li>Vermittlungsleistungs Problem </li></ul></ul><ul><ul><li>Realitätsproblem </li></ul></ul><ul><ul><li>Probleme der Meinungsäußerung </li></ul></ul><ul><ul><li>Probleme durch die Übernahme fremder Inhalte </li></ul></ul>
  9. 9. Oszillationseffekte von Web 2.0-Plattformen <ul><ul><li>Möglichkeit der Abmeldung </li></ul></ul><ul><ul><li>Inaktive Nutzer </li></ul></ul><ul><ul><li>Teufelskreis </li></ul></ul><ul><ul><li>Koordination des Plattformbetreibers sehr wichtig </li></ul></ul><ul><ul><li>Vermeintlich Abgeschlagene Anbieter könne wiedererstarken </li></ul></ul>
  10. 10. Oszillationseffekte von Web 2.0-Plattformen
  11. 11. Fazit <ul><ul><li>Kritische Masse spielt eine Wichtige Rolle </li></ul></ul><ul><ul><li>Zahlreiche Probleme jenseits dieses Erfolgskriteriums </li></ul></ul><ul><ul><li>Immer wieder Chancen durch den oszillierenden Markt </li></ul></ul><ul><ul><li>Hohe Koordiantionsleistung erforderlich </li></ul></ul>
  12. 12. Weitere Informationen: Web 2.0 Blog Kommunikationswissenschaft www.Web2Blogs.de

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