37
New communication behaviours in a Web 2.0 world
21
The online advertising market is expected to reach $44.6 billion in 2008 and grow to $73 billion. in 2012 (source:
http://business.timesonline.co.uk/tol/business/industry_sectors/media/article2988002.ece; Alcatel-Lucent estimates)
22
Google press release
23
Stutzman F.; Selling Social Networks; 10.2.2006; From:
http://chimprawk.blogspot.com/2006/10/selling-social-networks.html
24
Members hold an active account on a social networking service.
25
From: The Outlook for Social Networks (Market Focus), Datamonitor, Published 09/2007, pages:2, 4
26
From: Shifting traditions: Internet rivaling TV in media consumption stakes, EIAA, 2007
27
It is expected that by 2011, 84 per cent of young internet users between 12 and 17 in US will visit a social
networking site at least once a month. (Source: Barlas P., MySpace Not A Winning Ad Space, Investor’s Business
Daily, April 9th, 2008)
28
From: Shifting traditions: Internet rivaling TV in media consumption stakes, EIAA, 2007
29
Based on: Carter M.; Are you in the mood?; The Guardian; 10.7.2000 Thornhill J.; The new consumer is always
right; Financial Times; 21.8.2000
30
For example, if for a local radio station the critical mass of listeners is 30,000 consumers, a radio station focusing on
techno music might find its critical mass audience in a big city like London. In Swindon, with 130,000 inhabitants,
however techno lovers are a small niche segment. Broadcasting to techno lovers on internet radio, however,
eliminates this difference as people can be reached wherever they live, at no additional cost.
31
For example, computer capacity in Australia used during their night by European research centres during their day
– and vice versa.
32
Based on Bell S., Letting the riff-raff in, CIO New Zealand, Oct. 18th 2007, at http://cio.co.nz/cio.nsf/tech/8917B75
300FBA159CC25737600243F20?Opendocument&HighLight=2,Letting,the,riff-raff,in
33
From: http://business.timesonline.co.uk/tol/business/industry_sectors/media/article2988002.ece and Alcatel-Lucent
estimates
34
Social networking services are still struggling to define a profitable business model and to attract a bigger share
of online advertising. Mainly thanks to their huge, regular user bases and the amount of time users spend visiting
their portals, the revenues of these services (the vast majority of which come from advertising) are expected to
reach $1.43 billion in 2008 and grow to $2.43 billion in 2012 (The Outlook for Social Networks (Market Focus);
Datamonitor; 09/2007). However, more innovative approaches to advertising could help them to outstrip these
expectations.
35
For example, the Facebook application ‘FriendsFinder’ suggests, based on your existing network, people whom you
may know and want to add as your ‘friends’. This application has a fairly high success rate. If this is possible with
personal networks, one can expect advertisers to find the way to adapt it to consumer products.
36
CPM means Cost per Thousand (M here is the Roman numeral for 1000)
37
From: Hannan, Seeking Aplha; Advertisers Contemplate the Personal CPM; March 24; http://seekingaplha.com/
article/69639-advertisers-contemplate-the-personal-cpm
38
Based on: Ayeres I: Super crunchers: How anything can be predicted, John Murrays, 2007
39
For example, a day’s worth of YouTube video streams uses about as much bandwith as the entire internet used back
in 2000. (source: Westminster eForum).
40
From IDC and EMS research in: Data explosion to result in zettabytes by 2011;
http://it-online.co.za/content/view/240334/142/
41
From: Donoghue A; Internet gridlock to occur in just two years; ZDNet UK, Apr. 21st 2008; www.zdnet.com.au
42
4G is an abbreviation for Fourth Generation Communications System, a term used to describe the next step in
wireless communications. A 4G system will be able to provide a comprehensive IP solution where voice, data and
streamed multimedia can be given to users on an ‘anytime, anywhere’ basis, and at higher data rates than previous
generations (http://en.wikipedia.org/wiki/4G). 4G technologies include: LTE, UMB, 802.20,Wimax and HSPA+
(What Does the Future of 4G Wireless Have In Store?; www.3g.co.uk)
43
Web 2.0 technologies analyzed: blogs, mash-ups, podcasting, RSS, social networking, widgets and wikis
Summary of Contents for Web 2.0 services
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