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Chapter12
SocialNetworks
andIndustryDisruptors
intheWeb2.0EnvironmentWeb2.0環境下社交網絡和產業變革者1Chapter12
SocialNetworks
aLearningObjectivesUnderstandtheWeb2.0revolution,socialandbusinessnetworksandindustryandmarketdisruptors.DescribeGoogleandthesearchengineindustry,theimpactonadvertisement,andtheindustrycompetition.Understandtheconcept,structure,typesandissuesofvirtualcommunities.UnderstandthesocialandbusinessnetworksanddescribeMySpace,Flicker,Facebook,CyWorld,andotheramazingsites.2LearningObjectivesUnderstandLearningObjectivesUnderstandtheperson-to-personvideosharinganddescribeYouTubeanditscompetitors.Describebusinessnetworks.DescribewhythetravelandhospitalityindustryismovingsorapidlytoWeb2.0.DescribetheconceptofP2PlandingandthestoryofZOPA,andProsper.3LearningObjectivesUnderstandLearningObjectivesDescribehowtheentertainmentindustryoperatedintheWeb2.0environment.DescribesomeoftheenablersoftheWeb2.0revolution:blogging,wikis,mushups,etc.UnderstandthefinancialviabilitythataccompaniesdigitalWeb2.0implementation.DescribetheanticipatedfutureofECandtheWeb3.0concept.4LearningObjectivesDescribeho1TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors1Web2.0 ThepopulartermforadvancedInternettechnologyandapplicationsincludingblogs,wikis,RSS,andsocialbookmarking.
Web2.0offersgreatercollaborationamongInternetusersandotherusers,contentproviders,andenterprisesthanWeb1.02FoundationofWeb2.0TheWebasademocratic,personal,anddo-it-yourselfmediumofcommunications51TheWeb2.0Revolution,Soci1TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors3RepresentativeCharacteristicsofWeb2.0TheabilitytotapintothecollectiveintelligenceofusersMakingdataavailableinnewornever-intendedwaysThepresenceoflightweightprogrammingtechniquesandtoolsthatletnearlyanyoneactasadeveloperThevirtualeliminationofsoftware-upgradecyclesbymakingeverythingaperpetualbetaorworkinprogress,andbyallowingrapidprototypingusingtheWebasaplatform61TheWeb2.0Revolution,Soci1TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptorsUsersownthedataonthesiteandexercisecontroloverthatdataAnarchitectureofparticipationanddigitaldemocracythatencouragesuserstoaddvaluetotheapplicationastheyuseitThecreationofnewbusinessmodelsArichinteractive,user-friendlyinterfacebasedonAjaxorsimilarframeworks71TheWeb2.0Revolution,Soci1TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors4socialmedia
Theonlineplatformsandtoolsthatpeopleusetoshareopinions,experiences,includingphotos,videos,music,insightsandperceptionswitheachother81TheWeb2.0Revolution,Soci1TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors5Groundrulesofsocialmedia:Communicationintheformofconversation,notmonologueParticipantsinsocialmediaarepeople,notorganizationsHonestyandtransparencyarecorevaluesIt’sallaboutpull,notpushDistributioninsteadofcentralization91TheWeb2.0Revolution,SociTheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors10TheWeb2.0Revolution,Social1TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors6IndustryandMarketDisruptors
disruptors Companiesthatintroduceasignificantchangeintheirindustriesthuscausedisruptioninthewaybusinessisdone111TheWeb2.0Revolution,Soci1TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors6IndustryandMarketDisruptors
Checklistofquestionstohelpidentifydisruptors
Istheserviceorproductsimpler,cheaper,ormoreaccessible?Doesthedisruptorchangethebasisofcompetitionwiththecurrentsuppliers?Doesthedisruptorhaveadifferentbusinessmodel?Doestheproductorservicefitwithwhatcustomersvalueandpayfor?
121TheWeb2.0Revolution,Soci1TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptorsThetopfourkillersofwould-be-disruptors:Isthedisruptortryingtobebeatthemainstreamsupplierathisowngame?Isthedisruptorchoosinggrowthaheadofprofits?Doesthedisruptorneedtochangeconsumerbehaviororto‘educate’thecustomer?Isthedisruptorsaddledwitholdbusinessprocessesoranoutdatedbusinessmodel?131TheWeb2.0Revolution,Soci1TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors1）Thepotentialfordisruptionandopportunity
ThebestfuturecompaniesarelikelythosethatwillcreateinnovativenewwaystofacilitatecollaborationbythehundredsofmillionsofuswhocanbereachedandembracedbyeffectivearchitecturesofparticipationThebigwinnerswillenableusandencourageustotakecontrol,contribute,shape,anddirectthedesignsoftheproductsandservicesthatweinturnconsume
141TheWeb2.0Revolution,Soci1TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors151TheWeb2.0Revolution,Soci2GoogleandCompany:
AdvertisementandSearchEngines
searchengine
Adocumentretrievalsystemdesignedtohelpfindinformationstoredonacomputersystem,suchasontheweb,insideacorporateinproprietaryfiles,orinapersonalcomputer.Searchcanbeconductedfromsomecellphonesaswell1HowDoSearchEnginesWork?Searchenginesperformthreebasictasks:Theykeepanindexofwordstheyfind,andwheretheyfindthemTheyallowuserstolookforwordsorcombinationsofwordsfoundinthatindexTheysearchtheInternetbasedonkeywords162GoogleandCompany:
Adverti2GoogleandCompany:
AdvertisementandSearchEngines2SearchWars:GoogleversusYahooandOthers
TheWebsearchworldchangedin1998whenGoogleintroducedlinkpopularity—countingthenumberoflinksandimportanceofthoselinks—initssearchalgorithmYahoo!SearchisanInternetportalAmazon’s
isasearchenginewithmemoryMicrosoft’sMSNSearch172GoogleandCompany:
Adverti2GoogleandCompany:
AdvertisementandSearchEnginesFroogleGoogleCatalogsGoogleNewsGoogleEarthGooglemapsGooglemapsformobileGoogleScholarGoogleWirelessGoogleGroupsGooglePrintGMailGoogleMiniGoogleDesktopOrkut(socialnetworking)HowDoesGoogleCompete?182GoogleandCompany:
Adverti2GoogleandCompany:
AdvertisementandSearchEngines3Answer-BasedSearchEngines
Googlediscontinueditsanswer-basedsearchinNovember20064DisruptorsofGoogle,WillTheySucceed?IntelligentsearchengineW
andcollaborativeinnovation192GoogleandCompany:
Adverti3VirtualCommunitiesVirtual(Internet)community AgroupofpeoplewithsimilarinterestswhointeractwithoneanotherusingtheInternetExamplesofCommunitiesAssociationsEthniccommunitiesGendercommunitiesAffinityportalsCateringtoyoungpeopleMegacommunitiesB2BonlinecommunitiesSocialnetworks203VirtualCommunitiesVirtual3VirtualCommunities1-1TypesofCommunitiesTransactionandotherbusinessPurposeorinterestRelationsorpracticeFantasySocialnetworks213VirtualCommunities1-1Type3VirtualCommunities1-210importanttrendswithinonlinecommunities:SearchcommunitiesTradingcommunitiesEducationcommunitiesScheduledeventscommunitiesSubscriber-basedcommunitiesCommunityconsultingfirmsE-mail-basedcommunitiesAdvocacycommunitiesCRMcommunitiesMergersandacquisitionsactivities223VirtualCommunities1-210i3VirtualCommunities2CommercialAspectsofCommunities
UnderstandaparticularnicheindustryBuildasitethatprovidestheinformationnecessarytothatnicheSetupthesitetomirrorthestepsausergoesthroughintheinformation-gatheringanddecision-makingprocessBuildacommunitythatreliesonthesitefordecisionsupportStartsellingproductsandservicesthatfitintothedecision-supportprocess233VirtualCommunities2Commerc3VirtualCommunities3KeyStrategiesforSuccessfulOnlineCommunities
IncreasetrafficandparticipationinthecommunityFocusontheneedsofthemembers;usefacilitatorsandcoordinatorsEncouragefreesharingofopinionsandinformation—nocontrolsObtainfinancialsponsorshipConsidertheculturalenvironmentProvideseveraltoolsandactivitiesformemberuse;communitiesarenotjustdiscussiongroupsInvolvecommunitymembersinactivitiesandrecruitingGuidediscussions,provokecontroversy,andraisestickyissues243VirtualCommunities3KeyStr3VirtualCommunitiesSixmoresuccessfactorsHandlememberdatasensitivelyMaintainstabilityoftheWebsitewithrespecttotheconsistencyofcontent,services,andtypesofinformationofferedProvidefastreactiontimeoftheWebsiteOfferup-to-datecontentOffercontinuouscommunitycontrolwithregardtomembersatisfactionEstablishcodesofbehavior(netiquette/guidelines)tocontainconflictpotential253VirtualCommunitiesSixmore4OnlineSocialNetworkssocialnetwork
Aspecialstructuremadeofindividuals(ororganizations).Itincludesthewaysinwhichindividualsareconnectedthroughvarioussocialfamiliaritiessocialnetworkanalysis
Themappingandmeasuringofrelationshipsandflowsbetweenpeople,groups,organizations,animals,computersorotherinformation/knowledgeprocessingentities264OnlineSocialNetworkssocia5YouTube&Company:
AWholeNewWorldYouTube:TheEssentialsYouTubeisaconsumermediacompanywherepeoplecanwatchandshareoriginalvideosworldwidethroughaWebexperience
OnYouTubepeoplecan:Upload,tag,andsharevideosworldwideBrowsemillionsoforiginalvideosuploadedbycommunitymembersFind,join,andcreatevideogroupstoconnectwithpeoplewhohavesimilarinterestsCustomizetheexperiencebysubscribingtomembervideos,savingfavorites,andcreatingplaylistsIntegrateYouTubevideosonWebsitesusingvideoembedsorAPIsMakevideospublicorprivate
275YouTube&Company:
AWholeN5YouTube&Company:
AWholeNewWorld3TheBusinessandRevenueModels
AdvertisementswerelaunchedonthesitebeginninginMarch2006InApril2006,YouTubestartedusingGoogleAdSenseGivenitstrafficlevels,videostreams,andpageviews,somehavecalculatedYouTube’spotentialrevenuescouldbeinthemillionspermonth285YouTube&Company:
AWholeN5YouTube&Company:
AWholeNewWorldImplementationDifficulties:TheCopyrightProblem
BrazilianCourtCaseTheCompetition
SeveralstartupscompletelydedicatedtovideosharingSeveralsocialnetworkssuchasMySpaceaddedvideosharingasoneoftheirofferings295YouTube&Company:
AWholeN6BusinessandEntrepreneurialNetworks
1businessnetwork Agroupofpeoplethathavesomekindofcommercial/businessrelationshipExample:Linkedinentrepreneurialnetworks Socialorganizationsofferingdifferenttypesofresourcestostartorimproveentrepreneurialprojectsorstartups306BusinessandEntrepreneurial6BusinessandEntrepreneurialNetworks2socialmarketplace
Derivedfromthecombinationofsocialnetworkingandmarketplaces,suchthatasocialmarketplaceactslikeanonlinecommunityharnessingthepowerofone’ssocialnetworksforintroducing,buying,andsellingofproducts,services,andresources,includingpeople’sowncreations316BusinessandEntrepreneurial7TravelandTourism—
TheECRevolutionIsHere
1TheMajorPlayersTheserviceprovidersThetravelagentsandotherintermediariesAggregatorsandcomparisonpriceproviderTravelerserviceprovidersSocialnetworks327TravelandTourism—
TheECR7TravelandTourism—
TheECRevolutionIsHere2TheImpactsoftheWeb
RepresentativeimpactsIncreaseinpowerandprofitabilityDecreaseinpowerandprofitabilityLosemarketsharealtogetherOnlinecollaboration337TravelandTourism—
TheECR7TravelandTourism—
TheECRevolutionIsHere3TravelersandSocialNetworks
WAYN(WhereAreYouNow?)TravelrecommendationCorporatesocialnetworkProvidersnetworks347TravelandTourism—
TheECR8ZOPAandP2PLending:
WillTheyDisruptBanking?1person-to-personlending
Moneyislentdirectlytoaconsumerratherthan“selling”moneytothebankandthebanksthenloantheirmoneytoconsumers358ZOPAandP2PLending:
Will8ZOPAandP2PLending:
WillTheyDisruptBanking?368ZOPAandP2PLending:
Will8ZOPAandP2PLending:
WillTheyDisruptBanking?2ZOPALtd.Securingtheloans
ConductingacreditratinginvestigationCheckingpeople’se-bayrating(ifavailable)Checkingtheborrowersprofile(ifavailableonline)OnlyoneaccountispermittedforeachborrowerCheckingthepossibilityofidentitytheftbyaborrowerbyaskingquestionsaboutpastborrowing,demographics,etc.378ZOPAandP2PLending:
Will8ZOPAandP2PLending:
WillTheyDisruptBanking?Therevenuemodel
ZOPAtakes0.5%oftheloanamountfromboththelenderandtheborrowerTherearenohiddenfeesandtheonlyother(optional)costtothelenderistheinsurance(plusthefeesthatZOPAtakesforarrangingtheinsurance)388ZOPAandP2PLending:
Will8ZOPAandP2PLending:
WillTheyDisruptBanking?3PROSPERBorrowerscreatealoanlistingonprosper,specifyingamountneeded,thepurposeoftheloan,andtheinterestratetheyarewillingtopayLendersreviewloanlistingsandbidtofundonlytheonestheychooseusingabiddingprocessProsperdisplaysborrowercreditandservicestheloanGroupleadersmanageborrowergroupsandusetheirreputationtogetgreatratesforborrowers398ZOPAandP2PLending:
Will9EntertainmentWeb2.0Style:
FromCommunitiestoEntertainmentMarketplaces1EntertainmentandBusinessCommunities
Last.fmMixiSecondLife409EntertainmentWeb2.0Style:9EntertainmentWeb2.0Style:FromCommunitiestoEntertainmentMarketplaces2AdvertisingMoviesandEventsinCommunities
3OnlineMarketplaceforMovies
4TheHypeMachine
5InternetSeries
419EntertainmentWeb2.0Style:9EntertainmentWeb2.0Style:FromCommunitiestoEntertainmentMarketplaces6MobileWeb2.0DevicesforEntertainmentandWork
iPhoneYahoo!GoNokia’sN800InternetTablet429EntertainmentWeb2.0Style:10TechnologySupport:
FromBtoInfrastructureServices
1Web2.0andSocialSoftware
Socialsoftwareenablespeopletorendezvous,connect,orcollaboratethroughcomputer-mediatedcommunication.ManyadvocatesofthesetoolsbelievetheyhelpcreateactualcommunitywithitsstructuresCollaborativesoftwareappliestocooperativeworksystemsandisusuallynarrowlyappliedtosoftwarethatenablesworkfunctions4310TechnologySupport:
FromB10TechnologySupport:
FromBtoInfrastructureServices2Sometools
ToolsforbloggingWikitoolsToolsforRSSandpodcastingWikisandblogsarereplacinge-mailEnterprisewikiandblogtoolsTractionSocialtextBloggingforbusiness4410TechnologySupport:
FromB10TechnologySupport:
FromBtoInfrastructureServices3mashups
Toolsthatcombinedatafromtwo(ormore)Websitestocreatenewapplications4PersonalizationToolsUserscancreatehighlypersonalizedpagesthatareconstantlyupdatedwithinformationlikenewsandstockpricesaswellasviewphotos,useacalculator,etc.,allinonepage4510TechnologySupport:
FromB10TechnologySupport:
FromBtoInfrastructureServices5DevelopmentTools
ToimplementWeb2.0applications,youmayneedadevelopmentframeworkforbuildingrichmediaInternetapplicationssocialbookmarking
AWebServiceforsharingInternetbookmarks.Thesitesareapopularwaytostore,classify,share,andsearchlinksthroughthepracticeoffolksonomytechniquesontheInternetandintranets
4610TechnologySupport:
FromB10TechnologySupport:
FromBtoInfrastructureServices6ToolsthatSupportApplications
File-sharingtoolsAlexa:WebtrafficinformationproviderMobilephonesandsocialnetworks4710TechnologySupport:
FromB10TechnologySupport:
FromBtoInfrastructureServices7InfrastructureSupport
ExampleofuseofWeb2.0technologiesinamanufacturingcompany:RatingsForumsBlogsE-newslettersStreamingvideoContestsSearchengineTheneedforveryrichmedia4810TechnologySupport:
FromB11Web2.0,SocialNetworks,
andE-Commerce1WhyIsThereanInterest?Web2.0applicationsandespeciallysocialnetworksattractahugenumberofvisitorsSocialnetworksarespreadingrapidlyandmanyofthemcatertoaspecificsegmentofthepopulationYoungvisitorstodaywillgrowupandspendmoneyRetailersstandtobenefitfromonlinecommunitiesinseveralimportantways4911Web2.0,SocialNetworks,
11Web2.0,SocialNetworks,
andE-Commerce2Advertising
ViralmarketingClassifiedsandjoblistingMobileadvertising3Shopping
4Feedbackfromcustomers
ConversationalmarketingRisks5011Web2.0,SocialNetworks,
11Web2.0,SocialNetworks,
andE-Commerce5OtherRevenueGenerationStrategiesinSocialNetworks
OfferpremiumserviceformonthlyorperservicefeeOrganizationspartnerwiththesocialnetworks,payingthemamonthlyservicefeeSomesocialnetworkshaveanetworkofthousandsoflocalphysicalvenueswherememberscanmeet;thesevenuesmaypayafeetobeassociatedwiththenetwork5111Web2.0,SocialNetworks,
a11Web2.0,SocialNetworks,
andE-Commerce5211Web2.0,SocialNetworks,
11Web2.0,SocialNetworks,
andE-CommerceStrategiesformakingthemostofWeb2.0applications:1）ThreedirectwaystomonetizeWeb2.0:AdvertisingSubscriptionsCommissions5311Web2.0,SocialNetworks,
11Web2.0,SocialNetworks,
andE-Commerce2）Someindirectwaysthatleadtorevenuegrowth,usergrowth,andincreasedresistancetocompetition—whichinturnleadtoincreasedsubscriptions,advertising,andcommissionrevenue—are:StrategicacquisitionMaintainingcontrolofhardtorecreatedatasourcesBuildingattentiontrustTurningapplicationsintoplatformsFully-automatedonlinecustomerself-service5411Web2.0,SocialNetworks,
12TheFutureofECandWeb3.01Web3.0:What’sNext?Web3.0willdeliveranewgenerationofon-demandbusinessapplicationsWeb3.0technologiesApplicationprograminterface(API)servicesAggregationservicesApplicationservicesvoicecommerce(v-commerce) AnumbrellatermfortheuseofspeechrecognitiontoallowvoiceactivatedservicesincludingInternetbrowsingande-mailretrievalServicedclients5512TheFutureofECandWeb3.12TheFutureofECandWeb3.02IntegratingtheMarketplacewiththeMarketspaceSemanticWeb AnevolvingextensionoftheWebinwhichWebcontentcanbeexpressednotonlyinnaturallanguagebutalsoinaformthatcanbeunderstood,interpreted,andusedbyintelligentcomputersoftwareagents,permittingthemtofind,share,andintegrateinformationmoreeasily5612TheFutureofECandWeb3.12TheFutureofECandWeb3.03MobileSocialNetworksFuturethreatsSecurityconcernLackofNetneutralityCopyrightcomplaintsChoppyconnectivity5712TheFutureofECandWeb3.ManagerialIssuesWhatimpactsonbusinessisECexpectedtomake?WhataretheimpactsoftheWeb2.0boom?ShouldweexploreWeb2.0collaboration?Howshallwestart?Doweneedacommunity?HowshouldwedealwithWeb2.0risks?58ManagerialIssuesWhatimpactsChapter12
SocialNetworks
andIndustryDisruptors
intheWeb2.0EnvironmentWeb2.0環境下社交網絡和產業變革者59Chapter12
SocialNetworks
aLearningObjectivesUnderstandtheWeb2.0revolution,socialandbusinessnetworksandindustryandmarketdisruptors.DescribeGoogleandthesearchengineindustry,theimpactonadvertisement,andtheindustrycompetition.Understandtheconcept,structure,typesandissuesofvirtualcommunities.UnderstandthesocialandbusinessnetworksanddescribeMySpace,Flicker,Facebook,CyWorld,andotheramazingsites.60LearningObjectivesUnderstandLearningObjectivesUnderstandtheperson-to-personvideosharinganddescribeYouTubeanditscompetitors.Describebusinessnetworks.DescribewhythetravelandhospitalityindustryismovingsorapidlytoWeb2.0.DescribetheconceptofP2PlandingandthestoryofZOPA,andProsper.61LearningObjectivesUnderstandLearningObjectivesDescribehowtheentertainmentindustryoperatedintheWeb2.0environment.DescribesomeoftheenablersoftheWeb2.0revolution:blogging,wikis,mushups,etc.UnderstandthefinancialviabilitythataccompaniesdigitalWeb2.0implementation.DescribetheanticipatedfutureofECandtheWeb3.0concept.62LearningObjectivesDescribeho1TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors1Web2.0 ThepopulartermforadvancedInternettechnologyandapplicationsincludingblogs,wikis,RSS,andsocialbookmarking.
Web2.0offersgreatercollaborationamongInternetusersandotherusers,contentproviders,andenterprisesthanWeb1.02FoundationofWeb2.0TheWebasademocratic,personal,anddo-it-yourselfmediumofcommunications631TheWeb2.0Revolution,Soci1TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors3RepresentativeCharacteristicsofWeb2.0TheabilitytotapintothecollectiveintelligenceofusersMakingdataavailableinnewornever-intendedwaysThepresenceoflightweightprogrammingtechniquesandtoolsthatletnearlyanyoneactasadeveloperThevirtualeliminationofsoftware-upgradecyclesbymakingeverythingaperpetualbetaorworkinprogress,andbyallowingrapidprototypingusingtheWebasaplatform641TheWeb2.0Revolution,Soci1TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptorsUsersownthedataonthesiteandexercisecontroloverthatdataAnarchitectureofparticipationanddigitaldemocracythatencouragesuserstoaddvaluetotheapplicationastheyuseitThecreationofnewbusinessmodelsArichinteractive,user-friendlyinterfacebasedonAjaxorsimilarframeworks651TheWeb2.0Revolution,Soci1TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors4socialmedia
Theonlineplatformsandtoolsthatpeopleusetoshareopinions,experiences,includingphotos,videos,music,insightsandperceptionswitheachother661TheWeb2.0Revolution,Soci1TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors5Groundrulesofsocialmedia:Communicationintheformofconversation,notmonologueParticipantsinsocialmediaarepeople,notorganizationsHonestyandtransparencyarecorevaluesIt’sallaboutpull,notpushDistributioninsteadofcentralization671TheWeb2.0Revolution,SociTheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors68TheWeb2.0Revolution,Social1TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors6IndustryandMarketDisruptors
disruptors Companiesthatintroduceasignificantchangeintheirindustriesthuscausedisruptioninthewaybusinessisdone691TheWeb2.0Revolution,Soci1TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors6IndustryandMarketDisruptors
Checklistofquestionstohelpidentifydisruptors
Istheserviceorproductsimpler,cheaper,ormoreaccessible?Doesthedisruptorchangethebasisofcompetitionwiththecurrentsuppliers?Doesthedisruptorhaveadifferentbusinessmodel?Doestheproductorservicefitwithwhatcustomersvalueandpayfor?
701TheWeb2.0Revolution,Soci1TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptorsThetopfourkillersofwould-be-disruptors:Isthedisruptortryingtobebeatthemainstreamsupplierathisowngame?Isthedisruptorchoosinggrowthaheadofprofits?Doesthedisruptorneedtochangeconsumerbehaviororto‘educate’thecustomer?Isthedisruptorsaddledwitholdbusinessprocessesoranoutdatedbusinessmodel?711TheWeb2.0Revolution,Soci1TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors1）Thepotentialfordisruptionandopportunity
ThebestfuturecompaniesarelikelythosethatwillcreateinnovativenewwaystofacilitatecollaborationbythehundredsofmillionsofuswhocanbereachedandembracedbyeffectivearchitecturesofparticipationThebigwinnerswillenableusandencourageustotakecontrol,contribute,shape,anddirectthedesignsoftheproductsandservicesthatweinturnconsume
721TheWeb2.0Revolution,Soci1TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors731TheWeb2.0Revolution,Soci2GoogleandCompany:
AdvertisementandSearchEngines
searchengine
Adocumentretrievalsystemdesignedtohelpfindinformationstoredonacomputersystem,suchasontheweb,insideacorporateinproprietaryfiles,orinapersonalcomputer.Searchcanbeconductedfromsomecellphonesaswell1HowDoSearchEnginesWork?Searchenginesperformthreebasictasks:Theykeepanindexofwordstheyfind,andwheretheyfindthemTheyallowuserstolookforwordsorcombinationsofwordsfoundinthatindexTheysearchtheInternetbasedonkeywords742GoogleandCompany:
Adverti2GoogleandCompany:
AdvertisementandSearchEngines2SearchWars:GoogleversusYahooandOthers
TheWebsearchworldchangedin1998whenGoogleintroducedlinkpopularity—countingthenumberoflinksandimportanceofthoselinks—initssearchalgorithmYahoo!SearchisanInternetportalAmazon’s
isasearchenginewithmemoryMicrosoft’sMSNSearch752GoogleandCompany:
Adverti2GoogleandCompany:
AdvertisementandSearchEnginesFroogleGoogleCatalogsGoogleNewsGoogleEarthGooglemapsGooglemapsformobileGoogleScholarGoogleWirelessGoogleGroupsGooglePrintGMailGoogleMiniGoogleDesktopOrkut(socialnetworking)HowDoesGoogleCompete?762GoogleandCompany:
Adverti2GoogleandCompany:
AdvertisementandSearchEngines3Answer-BasedSearchEngines
Googlediscontinueditsanswer-basedsearchinNovember20064DisruptorsofGoogle,WillTheySucceed?IntelligentsearchengineW
andcollaborativeinnovation772GoogleandCompany:
Adverti3VirtualCommunitiesVirtual
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