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New communication behaviours in a Web 2.0 world
3. Show me the money!
Web 2.0 has already changed the core business of a number of corporations across various
industries, bringing new revenue opportunities linked with the growth and spread of broadband
and online services. And more companies from more business segments will join the broadband
economy in the near future. This in turn will provide new revenue opportunities for companies
providing access, applications and services.
As for where the monetizing opportunities will come in the next five years, the following areas
are likely to dominate:
i. Advertising, which will become much more personal and engaging
ii. Data mining, from which it will be possible to derive real-time insights into people’s
behaviours and hence target services and adverts
iii. Network capacity building
iv. Enterprise 2.0 growth
v. Web 2.0 going mobile
3.1 Advertising
New advertising platforms will be developed. They will use mobile phones, mobile messaging,
mobile internet, contextual messages on social networking sites and personalized email messages
as ways of approaching customers. And they will depend more and more heavily on automated
tools and databases to allow accurate targeting of those customers. The global online advertising
market is expected to reach $44.6 billion during 2008 and $73 billion by 2012
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.
To date, there have been two main approaches towards online advertising. In the
pay-per-click
model, advertisers pay an internet page owner only if the user clicks on their advertisement. This
model, popularized by Google, is used by content-targeting advertisements.
In the
pay-per-view
model, advertisers pay for every appearance of the advertisement, whether
the user has decided to click on the ad or not. This mainly applies to banner advertisements on
Web pages.
In the near future new models may evolve. Social networking services
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in particular are likely to
find innovative ways to monetize the huge user base and knowledge about user behaviours that
they have managed to collect in recent years. A new type of advertising, behavioural ads, will
allow reaction to consumer behaviours in almost real-time and the targeting of the real needs
and wishes of the consumer
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.
Then there are personal CPM
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and pay-per-sell. Personal CPM is the value that advertisers
would ascribe to someone who tells their own social circle about a product or service that
would otherwise be advertised to them. The more valuable the social circle is to that particular
advertiser and the greater the weight that a particular individual has within that social circle to
influence behaviour and consumption, the more valuable that individual’s Personal CPM would
be to that particular advertiser.
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The idea behind
pay-per-sell
is that the advertiser pays for every purchase the customer makes
and a share of the payment goes to internet page owners where the customer has come in
Summary of Contents for Web 2.0 services
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