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l'economie du gratuit à l'heure d'internet

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Voici la présentation que je vais donner au séminaire annuel de meteorage, sur le thème de l'économie du gratuit et des modèles reposant sur l'abondance à l'heure d'internet

Veröffentlicht in: Business, Technologie, News & Politik
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l'economie du gratuit à l'heure d'internet

  1. 1. Alban MARTIN @ Pau, 14th October 2009 Freeconomics on the internet
  2. 3. Agenda <ul><li>Why free, specially online ? </li></ul><ul><li>How to make money with free stuff </li></ul><ul><li>Concrete examples of business strategy around free products or services </li></ul><ul><li>Emerging trends of online advertising </li></ul>
  3. 4. Agenda <ul><li>Why free, specially online ? </li></ul><ul><li>How to make money with free stuff </li></ul><ul><li>Concrete examples of business strategy around free products or services </li></ul><ul><li>Emerging trends of online advertising </li></ul>
  4. 5. Correspond to the way innovations are created online… <ul><li>Only 3 ways to innovate when launching a new online service or product (Jyri Engestrom) </li></ul><ul><ul><li>Simpler </li></ul></ul><ul><ul><li>Or cheaper </li></ul></ul><ul><ul><li>Simpler and cheaper </li></ul></ul><ul><li>Consequences: driving prices down from one service (or version) to the next one </li></ul>
  5. 6. … enabled by structural elements… <ul><li>Cheaper bandwidth & Cheaper storage </li></ul>Source graphic: G. Champeau
  6. 7. … enabled by structural elements… <ul><li>Cheaper technology </li></ul><ul><li>Ex Transistors prices : </li></ul><ul><ul><li>1961 : 10 dollars </li></ul></ul><ul><ul><li>1965 : 2.5 dollars </li></ul></ul><ul><ul><li>1968 : 1 dollar </li></ul></ul><ul><ul><li>1975 : 0,1 dollar </li></ul></ul><ul><ul><li>1982 : 0,01 dollar </li></ul></ul><ul><ul><li>Today: 2billion transitors for 300dollars = 0,00000015 dollar </li></ul></ul>Source : C. Anderson, Free, Pearson education France, septembre 2009
  7. 8. … enabled by structural elements… <ul><li>« Web 2.0 » tools to engage and interact with the audience and cocreate value with customers </li></ul>
  8. 9. … enabled by structural elements… <ul><li>New forms of copyright (=copyleft) protecting digital creators AND enabling copies </li></ul>
  9. 10. … enabled by structural elements… <ul><li>Fluidity of information </li></ul><ul><ul><li>online social links </li></ul></ul><ul><ul><li>efficient recommendation tools </li></ul></ul>
  10. 11. … enabled by structural elements… <ul><li>Critical mass of potential users (=audience) </li></ul><ul><li>The online advertising market </li></ul>Source: Zenith Optimedia; Yankee Group; Jupiter Research; ABI Research Advertising investments Western Europe - (Billion €) 30% 14% 6% 29% 14% 6% CAGR 20% 3% 3% 2% 1% 4%
  11. 12. … and increased by abundance… <ul><li>Online copy = does not prevent from using the « original » copy = Non rival goods </li></ul><ul><li>Abundance of content, products and services versus scarcity </li></ul><ul><ul><li>Democratization of creation and editing tools </li></ul></ul><ul><ul><li>Read write rewrite media </li></ul></ul><ul><ul><li>User Generated Content </li></ul></ul>
  12. 13. … and increased by abundance… <ul><li>57% of teens are content creators online (Pew internet) </li></ul><ul><li>2 billions pictures on FlickR (3/4M per day) and 4 billions sur Facebook </li></ul><ul><li>Facebook users translated the site from English to Spanish via a Wiki in less than 4 weeks and cost Facebook $0 (source: socialnomics) </li></ul><ul><li>More than 1.5 million pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared on Facebook…daily (socialnomics) </li></ul><ul><li>70 000 videos uploaded per day on youtube </li></ul><ul><li>2 millions articles on Wikipedia </li></ul><ul><li>8000 music albums on Jamendo and 250 000 songs on soundclicks </li></ul>
  13. 14. … deeply modifying resources management Source: C. Anderson, free, pearson education 2009, and online http://www.wired.com/techbiz/it/magazine/17-07/mf_freer?currentPage=2
  14. 15. Agenda <ul><li>Why free, specially online ? </li></ul><ul><li>How to make money with free stuff </li></ul><ul><li>Concrete examples of business strategy around free products or services </li></ul><ul><li>Emerging trends of online advertising </li></ul>
  15. 16. Eight models for monetizing digital content Source : Forrester Research, 8 models for monetizing digital content, june 2009 * * * *
  16. 17. 4 models in particular are “monetizing” free products and services Source: C. Anderson, “Free” <ul><li>Example: iTunes and iPod </li></ul><ul><li>Give a software + free content (or below market price content) for selling another expensive one </li></ul><ul><li>MP3 Margin : 1% </li></ul><ul><li>-60 cents record company </li></ul><ul><li>19c VAT </li></ul><ul><li>7c right owner </li></ul><ul><li>3c artists </li></ul><ul><li>1c bandwith </li></ul><ul><li>1c transaction costs </li></ul><ul><li>1c DRM </li></ul><ul><li>5c marketing & plateform hosting </li></ul><ul><li>iPod Margin : 30% </li></ul>Cross-subsidies
  17. 18. 4 models in particular are “monetizing” free products and services Source: C. Anderson, “Free” Example: Gmail free 8Gigas mail box
  18. 19. 4 models in particular are “monetizing” free products and services Source: C. Anderson, “Free” Example: Free weather but paying full info
  19. 20. 4 models in particular are “monetizing” free products and services Source: C. Anderson, “Free” <ul><li>Example: Wikipedia </li></ul><ul><li>If you were paid a $1 for every time an article was posted on Wikipedia you would earn $156.23 per hour </li></ul><ul><li>+200K persons occupied by +150K open source projects (source: Ohloh) </li></ul>
  20. 21. Agenda <ul><li>Why free, specially online ? </li></ul><ul><li>How to make money with free stuff </li></ul><ul><li>Concrete examples of business strategy around free products or services </li></ul><ul><li>Emerging trends of online advertising </li></ul>
  21. 22. Example of 1-800-GOOG-411 <ul><li>7 billion dollars market per year for AT&T and other operators in the US </li></ul><ul><li>50cents to 1.75 dollars per call </li></ul><ul><li>Google enters the market with free information (whereas it could be charged 1Euros </li></ul><ul><li>Estimated “loss”: 144Million dollars until 2012 </li></ul><ul><li>Why and for which benefit? </li></ul>
  22. 23. Example of 1-800-GOOG-411 <ul><li>Innovation: cheaper AND simpler </li></ul><ul><li>Quicker growth of market share compared to entry market strategy with paid information </li></ul><ul><li>Obtain for free millions of data for fine-tuning voice recognition system (=14M dollars worth of data) </li></ul><ul><li>According to Google’s Peter Norvig, “1-800-GOOG” serves as a trial for a mobile vocal search engine ! </li></ul><ul><li>Search on mobile market will be worth 2.5billion dollars in 2012 </li></ul>Source: C. Anderson, “Free”
  23. 24. Example of Google Maps <ul><li>Innovation: cheaper AND simpler </li></ul>Source: C. Anderson, “Free” <ul><li>Rapid growth and dominant market position thanks also to “open” API </li></ul>
  24. 25. Example of Google Maps Money for google Money for google Money for google
  25. 26. Example of Google Maps Money for google Money for google Money for google
  26. 27. Example of Google Maps Example of 3rd party use of googlemap: http://earthquakes.tafoni.net/?hl=en <ul><li>If more than 50K Pages views per day generated by 3rd party using googlemap </li></ul><ul><li>consider it is a dedicated business </li></ul><ul><li> charge </li></ul>
  27. 28. 10 rules of free – C. Anderson <ul><li>If it is digital, it will become sooner or later free </li></ul><ul><li>Atoms would also like to be free, but not that easy </li></ul><ul><li>Free cannot be stopped </li></ul><ul><li>You can earn money with free </li></ul><ul><li>Redefine your market </li></ul><ul><li>Pull price down as much as possible </li></ul><ul><li>Sooner or later you will compete with free stuff </li></ul><ul><li>Waste </li></ul><ul><li>Free is making other things more valuable </li></ul><ul><li>Manage abundance not scarcity </li></ul>
  28. 29. Agenda <ul><li>Why free, specially online ? </li></ul><ul><li>How to make money with free stuff </li></ul><ul><li>Concrete examples of business strategy around free products or services </li></ul><ul><li>Emerging trends of online advertising </li></ul>
  29. 30. What if the time spent online with the products was entertaining? <ul><li>Development of online brand content </li></ul><ul><ul><li>“ relatively new form of advertising medium that blurs conventional distinctions between what constitutes advertising and what constitutes entertainment” (source: wikipedia) </li></ul></ul><ul><ul><li>Short movies, online series, clips </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>web-tv </li></ul></ul><ul><ul><li>Guides </li></ul></ul><ul><ul><li>Calendars </li></ul></ul><ul><ul><li>Consumer magazines, books </li></ul></ul><ul><ul><li>Advergaming, advertainment </li></ul></ul>
  30. 31. What if the time spent online with the products was entertaining?
  31. 32. What if your consumers were doing your job? <ul><li>Cocreation of advertising </li></ul><ul><ul><li>Dailymotion « motion maker » </li></ul></ul><ul><ul><li>Eyeka « creatives » </li></ul></ul><ul><ul><li>Blogbang « creatives and bloggers » </li></ul></ul>
  32. 33. What if your consumers were doing your job?
  33. 34. Another model for lowering prices to the maximum : the cocreation of value R&D Marketing Sales 
  34. 35. Another model for lowering prices to the maximum : the cocreation of value 12/10/09 R&D WHO? niche, mainly B2B, start-ups, SMEs, independant, also students HOW? cooperation & co-creation plateforms, in real life happenings (workshops, barcamp, conference) KPIs? # contributions, deals/new partners, ideas, suggestions
  35. 36. Another model for lowering prices to the maximum : the cocreation of value 12/10/09 R&D Marketing Sales  WHO? Targeted and small audience, geeks, early adopter HOW? beta test, “netnology”, online discussion monitoring, forums KPIs? # answers, ratings, feedbacks
  36. 37. Another model for lowering prices to the maximum : the cocreation of value 12/10/09 R&D Marketing Sales  WHO? opinion leaders, From small to large market, HOW? Blog marketing, Word of mouth marketing, Social Media Optimization KPIs? Audience, followers, transmission-rate, interaction with the message
  37. 38. <ul><li>Thanks ! </li></ul>

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