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Internet Intermediaries’ New
Business Models to Create
Economic Value
Search Engines, User Generated
Content (UGC) and Social Network
Services (SNS)
Shane Coughlan
Consultant, Opendawn
Asia Representative, OpenForum Europe
Contributor, FSFE Legal Department
What is the economic value of search, user
content, and social networks?
FINDING THINGS
"A Web search engine is a tool
designed to search for information
on the World Wide Web."
http://en.wikipedia.org/wiki/Web_search_engine
Without search other economic aspects of the
Internet would not function
However, Internet search has become a
commodity instead of a product
Google, Microsoft, Yahoo! and others
give search services away
The revenue for search engines is
largely derived indirectly
It comes from advertising and
driving people into other services
may or may not make money
This is a profitable model for Google,
deriving 99% of their profits
There is a limit to how much
advertising we need
There is a limit to how much
money search can make
CREATING STUFF
"User-generated content, also known
as consumer-generated media or user-
created content, refers to various kinds
of media content, publicly available,
that are produced by end-users."
http://en.wikipedia.org/wiki/User-generated_content
This generates value for other users
Company investment in production
is reduced yet value is increased
Mashable.com quotes eMarketer
as saying 82 million people in
the US created content in 2008
This number is expected to grow
to around 115 million by 2013
It all sounds too good to be true
The direct economic value of user
generated content is questionable
It depends on the proposition that
people will create compelling content
that fits your brand and let you use it
Endless supply without a
transaction cost defies logic
"The reality is that “average people” don’t
create a lot of content — at least not the
commercially viable kind."
Scott Karp, co-founder & CEO of Publish2, Inc.
CONNECTING PEOPLE
"A social network service focuses on
building online communities of people
who share interests and/or activities,
or who are interested in exploring the
interests and activities of others."
http://en.wikipedia.org/wiki/Social_network_service
There are two types of social network
Internal social networks
External social networks
"From December 2007 to December 2008,
social networks or blogs account for
nearly 10% of all Internet time"
Jordan McCollum, Editor, Marketing Pilgrim
People want to communicate on sites like
Facebook, MySpace, Twitter and Linkedin
Social networks get user generated
content and personal information
The assumption is that social communication
has intrinsic economic value
Most of the users don't pay
Where is the money?
Advertising (as with search)
will only go so far
REALITY CHECK
When Web 2.0 started it was
focused on platforms
Platforms would generate
revenue from multiple streams
People got excited
Somehow the platforms became the
focus instead of the revenue streams
Platform features brought users which
brought...more users?
The assumption is that if you get enough
users then you will get money
This is the same problem seen with the
dot.com boom in the late 1990s
Finding stuff, allow people to create stuff or
helping people share stuff means nothing in
economic terms without a revenue model
Assuming advertising will pay for
everything is not an economic model
The Internet is not different
from the physical world
It depends on supply, demand, quality of
service and market conditions
There are smart companies using
technologies like search or social
networks to make money
Google is an advertising company that
leverages search
Amazon is a bookshop that leverages
reader reviews and preferences
On the other hand...
Twitter is a popular service with
no coherent business plan
SecondLife is a product that makes
communication slower and more complex
Search, user content and social networks
have a role in the digital market
Today they create economic value indirectly
It is difficult to create direct economic value
when things are given away for free
"There currently is a lot of hype and
social interaction resulting from Web 2.0
technologies, but little money is currently
being generated. Business models
remain troublesome to define and
easy for companies to ignore."
Dharmesh Shah, Ilana Davidi, Yoav Shapira, and Robbie Allen
References
http://en.wikipedia.org/wiki/User-generated_content
http://publishing2.com/2007/10/26/the-user-generated-content-myth/
http://mashable.com/2009/02/19/user-generated-content-growth/
http://publishing2.com/2007/10/26/the-user-generated-content-myth/
http://en.wikipedia.org/wiki/Social_network_service
http://www.digizen.org/socialnetworking/what.aspx
http://www.marketingpilgrim.com/2009/03/social-networking-surpasses-email-popularity.html
http://www.russellbeattie.com/notebook/1008838.html
http://www.newsweek.com/id/119091/page/2
http://www.intranetjournal.com/articles/200603/ij_03_27_06a.html
http://rallenhome.com/essays/essay4.html#_Toc122233569
http://www.slideshare.net/hendrikspeck/prof-hendrik-speck-attention-based-economies-the-economic-value-of-google-
scholar-and-co
http://www.internetevolution.com/author.asp?section_id=542&doc_id=171590

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