4
New communication behaviours in a Web 2.0 world
It’s no surprise, then, that the global online advertising market is expected to double in size from
2008 to 2012
1
. And as it grows, the companies that helped to bring users to Web 2.0 will have
a further role to play in its evolution. Providers of Web 2.0-based services will need to develop
new advertising models based on users’ behaviours and willingness to buy. Already ideas like
‘personal CPM’ (cost per thousand page impressions) and ‘pay-per-sell’ are attracting interest.
It is by no means clear, however, that these models will eventually be widely employed. But
whatever the payment model, it will rely heavily on information about the internet user and his
or her behaviours. This information is available already: every internet user leaves a ‘footprint’
whenever they go online. The challenge for service providers and content providers is to mine
this data and make use of it, and to do so in a publically acceptable way.
Technological evolution (mainly in the form of software applications and connectivity) will
remain the main enabler of changes in communication behaviour over the next five years. The
number of global internet users is likely to triple by 2012
2
. The average time spent in front of
the computer will grow. The amount of data transmitted will multiply; within four years it is
expected to be seven times the level of today
3
. To meet this demand, higher capacity networks
will need to be deployed.
Mobile internet use will become a key driver of this trend. In fact the mobile Web is rapidly
becoming the preferred method of internet access globally. The growth of Wireless Broadband
Access (WBA) technologies, the migration of traditional telecom networks to internet networks
and the availability of affordable and functional Wi-Fi and dual-mode Wi-Fi/mobile phones will
all boost the usage of mobile broadband internet. However, this usage in
turn will require more and better mobile devices.
This paper has a number of aims. It aims to explain how changes in
communication and social behaviours are affecting consumer behaviours. It
tries to find out what this means for the new internet environment we call
Web 2.0. And it examines ways in which the opportunities arising from Web
2.0 might be monetized.
But this paper also has a much more fundamental aim. It is targeted at
an audience that is starting to become aware of Web 2.0 and the issues it
raises – an audience that wants to learn more about the changes Web 2.0 is
bringing and the impact those changes could have.
Summary of Contents for Web 2.0 services
Page 40: ...www alcatel lucent com...
