大型網路企業技術創新及獲益策略：Web 2.0

Internet Giants 2.0 - From innovation to monetisation

出版商	IDATE
出版日期	2007年09月	商品編碼	53556
內容資訊	英文 130 pages
價格	本報告書已不再販售

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本報告已在2011年11月23日停止出版。

Spurred in large part by the growing ubiquity of broadband, innovation on the internet has never been healthier. The online giants (Google, Yahoo!, Microsoft, eBay.....) naturally top the ranks for the most popular flagship services, and are developing aggregation strategies for new high-potential services (blogging, VoIP, video, mobile, etc.). Technological innovation new products and services) is at the very heart of the internet giants' strategies - all locked in a battle for audience, which has led to the launch of a host of new services, to increasingly broad (sometimes too broad!) diversification and to a very active mergers and acquisitions policy.

Centred around community-centric applications, Web 2.0 has a major hand in shaping the development of new services, which are generally dominated by the internet giants. In less than two years, advancing in leaps and bounds Web 2.0 has become an unavoidable reality, enabling the rise of new major players (MySpace, YouTube, Wikipedia, Facebook.....), while its guiding principles are gradually shaping all other services and shaking up internet industry balances (new audience measurement policies, new forms of web browsing, etc.), as well as the comfortable positions of a few of the dominant players. The internet giants are also having to contend more and more with serious rivals from the media and telecom industries.

Monetising internet services is achieved chiefly through advertising. This model naturally favours the dominant players, and justifies their unending race to secure audience. The online advertising market is thriving, benefiting from users' shift from other media (via display) and its capacity to generate transactions around performance marketing (notably via search engines). As it stands, however, advertising cannot finance everything, which makes some players' business models very questionable. A host of innovations (formats, platforms, segmentation tools) will nevertheless improve the monetisation capabilities of certain services, while the internet giants are now focused more on advertising innovations than on innovative services. The battle between them is being waged over total audience and advertising monies (rather than over each service) - a battleground which is now extending beyond the web as they begin to build multi-platform strategies.

Key questions

Who are the web' s truly innovative players?
What are the internet giants' innovation policies?
How are they optimising audience building?
What are the top Web 2.0 services?
How are the internet giants positioning themselves in theWeb 2.0 environment?
To what extent is Web 2.0 shaking up the internet industry?
How is the online advertising market evolving?
Is the ad-based business model viable for all services?
What role for the internet in multi-platform strategies?

Who should read this report?

Internet players
- Identify the overriding innovative trends in Web 1.0 and Web 2.0 services
- Assess the development of rival services
- Understand media companies' online initiatives
Telecom operators (fixed and mobile)
- Understand internet companies' overall innovation strategy (services and advertising)
- Analyse the opportunities for online monetisation through advertising
Media companies
- Anticipate the internet giants' migration to multi-plat form strategies
- Identify the major trends in content and service consumption
- Assess online development opportunities
Equipment suppliers (consumer devices)
- Understand the challenges of online distribution
- Track changes in the service market
Investors and analysts
- Assess the overall state of competition between the internet giants
- Understand the true potential and the limitations of the Long Tail model
- Analyse the development of Web 2.0 and its monetisation potential

1. Innovation' s role in the battle for audience and traffic

1.1. Consolidation around flagship services
- 1.1.1. Webmail
- 1.1.2. Search engines
- 1.1.3. Instant messaging
- 1.1.4. News and content
- 1.1.5. E-commerce
- 1.1.6. Practical services
1.2. Innovation via aggregation for new services
- 1.2.1. Blogging
- 1.2.2. Voice over IP (VoIP)
- 1.2.3. Video
- 1.2.4. Mobile services
1.3. Building audience and traffic
- 1.3.1. Aggregation
- 1.3.2. Partnerships.
- 1.3.3. Open model and the viral service
1.4. The battle for audience and traffic
- 1.4.1. Diversification with flagship services
- 1.4.2. Acquisitions
- 1.4.3. The limits of diversification

2. Innovation and Web 2.0

2.1. Development of Web 2.0
- 2.1.1. Principles of Web 2.0
- 2.1.2. Technological aspects
- 2.1.3. Growth of usage.
2.2. Web 2.0 innovation fuelled by start-ups
- 2.2.1. Social networks
- 2.2.2. Video sharing
- 2.2.3. Photo sharing
- 2.2.4. Music recommendations
- 2.2.5. Content ranking
- 2.2.6. Social bookmarking
- 2.2.7. Homepage personalisation, RSS feeds and widgets
- 2.2.8. Virtual reality
- 2.2.9. Other Web 2.0 services
2.3. Impact of Web 2.0
- 2.3.1. Undermining Web 1.0
- 2.3.2. New players, new threats
- 2.3.3. The battle of the Internet giants

3. Innovation in advertising and monetisation of audience and traffic

3.1. The online advertising industry
- 3.1.1. Shape of online advertising
- 3.1.2. Role of online advertising
- 3.1.3. Factors driving growth of the online advertising market
- 3.1.4. Internet companies' advertising models
- 3.1.5. “Traditional” online advertising formats
3.2. Limits of the online advertising model
- 3.2.1. Inventory and associated available services
- 3.2.2. Reach of the long tail
- 3.2.3. Incomplete formats
3.3. Innovations in advertising
- 3.3.1. New pricing schemes
- 3.3.2. New formats
- 3.3.3. New tools
- 3.3.4. New platforms
3.4. The battle for ad monies
- 3.4.1. Advertising industry consolidation
- 3.4.2. Impact on the service industry
- 3.4.3. Internet player strategies

Tables

Table 1: 15 most visited Internet properties in January 2007*
Table 2: Internet giants' positioning with respect to webmail
Table 3: Internet giants' positioning with respect to search engines
Table 4: Internet giants' positioning with respect to instant messaging
Table 5: Internet giants' positioning with respect to news sites
Table 6: Internet giants' positioning with respect to e-commerce
Table 7: Internet giants' positioning with respect to practical services
Table 8: Top blogging and personal page sites, excluding social networks
Table 9: Internet giants' positioning with respect to blogging
Table 10: Other leading examples of VoIP solutions on the fixed web
Table 11: Internet giants' fixed, for-pay VoIP strategies
Table 12: Leading examples
Table 13: Internet giants' positioning with respect to mobile VoIP
Table 14: Other online video offers created by start-ups
Table 15: Internet giants' positioning with respect to video
Table 16: Mobile Internet service offerings
Table 17: Internet giants' positioning with respect to mobile services
Table 18: Selection of partnerships with fixed and mobile operators for flagship services
Table 19: Internet giants' direct diversification through copycat services
Table 20: Internet giants' main service-related acquisitions since 2004
Table 21: Types of websites with the highest growth in number of UV worldwide, between December 2005 and 2006
Table 22: Top Web 2.0 sites
Table 23: Social networks in number of page views in the US in September 2006
Table 24: Market share of the 10 most popular social networks in February 2007 in the US
Table 25: Selection of social networks
Table 26: Internet giants' positioning with respect to social networking services
Table 27: Top 10 video sites in the US in February 2007
Table 28: Streaming video market in the US
Table 29: Other video sites
Table 30: Internet giants' positioning with respect to video services
Table 31: Top 10 photo sharing sites in Europe in July and August 2006
Table 32: Other photo sharing sites
Table 33: Internet giants' positioning with respect to photo sharing services
Table 34: Other music-centric sites
Table 35: Internet giants' positioning with respect to music-centric services
Table 36: Other content ranking sites
Table 37: Internet giants' positioning with respect to content ranking services
Table 38: Other social bookmarking sites
Table 39: Internet giants' positioning with respect to social bookmarking services
Table 40: Examples of RSS feed aggregators
Table 41: Top 5 homepage personalisation sites in January 2007
Table 42: Examples of homepage personalisation services
Table 43: Internet giants' positioning with respect to homepage personalisation services
Table 44: Examples of widget services
Table 45: Internet giants' widget services
Table 46: Other virtual reality services
Table 47: Other Web 2.0 services
Table 48: Media companies' online initiatives
Table 49: Telcos' online initiatives
Table 50: Internet giants' main Web 2.0 acquisitions
Table 51: Forms of advertising
Table 52: Main forms of online advertising
Table 53: Advertising spending worldwide, by medium
Table 54: Forecast growth of advertising spending worldwide, by medium
Table 55: Growth of Internet usage around the world
Table 56: Online video consumption
Table 57: Revenue generated by online paid content and advertising in the US
Table 58: Internet giants' chief sources of revenue
Table 59: Google revenue growth between 2003 and 2006
Table 60: Per-user revenue in Q1 2007
Table 61: Display revenue of the top 10 Internet players in the US in 2006
Table 62: Internet players' ad-related acquisitions
Table 63: Major Internet partnerships
Table 64: Internet players' ad revenue

Figures

Figure 1: Top applications by time spent
Figure 2: Web services typology
Figure 3: New webmail interfaces
Figure 4: Share of online searches in the United States, by search engine
Figure 5: Universal Search
Figure 6: Search engine innovations
Figure 7: Wikipedia home page, in French
Figure 8: Yahoo! Answers
Figure 9: MSN Messenger and innovations
Figure 10: Google Finance
Figure 11: eBay
Figure 12: Virtual Earth
Figure 13: Growth of the blogosphere
Figure 14: Innovations from Skype: SkypeCast and click-to-call
Figure 15: Example of a phone-to-phone service
Figure 16: Yahoo!' s new mobile services
Figure 17: Concentration of Google' s innovation efforts
Figure 18: Yahoo! Pipes developer tools
Figure 19: The end of Yahoo! Mixd
Figure 20: Web 2.0 browsing
Figure 21: Rate of participation on Web 2.0 sites
Figure 22: Fox' s VOD channel home page on MySpace US
Figure 23: Facebook homepage
Figure 24: News Feed, an innovation for users..... and a platform for advertisers
Figure 25: NBC on YouTube
Figure 26: Geotagging, new from Flickr
Figure 27: A Last.fm page with sales links to Amazon
Figure 28: Banner ad and sponsored links on the Last.fm US website
Figure 29: Digg homepage with Google sponsored links at the top
Figure 30: del.icio.us search results with contextual links on the right
Figure 31: Netvibes
Figure 32: The L' Oreal Paris ad in Second Life
Figure 33: Internet leaders in terms of audience
Figure 34: Advertiser spending in 2006
Figure 35: Breakdown of media/non-media spending
Figure 36: Advertising and buy cycle
Figure 37: Different media' s share of advertising spending worldwide
Figure 38: Forecast share of advertising spending worldwide for the different media
Figure 39: Average hours spent online per week in Europe
Figure 40: Media consumption in Western Europe, by time of day
Figure 41: Growth of the number of websites
Figure 42: Advertiser and consumer media spending in the US
Figure 43: Top 25 advertisers (off-line and online)
Figure 44: Online ad revenue by type of advertiser in Q2 2006 in the United States
Figure 45: Revenue generated by paid online content in 2005 in the US, by category
Figure 46: Cyworld portal
Figure 47: Forecast growth of market share for online ad formats in the US
Figure 48: Evolution of CPM by type of display in France
Figure 49: Cost per lead for non-media formats
Figure 50: Users' brand expectations on search engines
Figure 51: Forecast growth of market share for online classified ads in the US
Figure 52: Growth of revenue share for the world' s top online ad vendors
Figure 53: Evolution of Google traffic acquisition costs
Figure 54: Advertising industry organisation
Figure 55: Advertisements on Windows Live Messenger
Figure 56: Click-to-call on Google and eBay
Figure 57: Web couponing
Figure 58: Overlay in an online video and sponsorship
Figure 59: Product placement in an online video
Figure 60: Sponsorship: Intel on Digg and Nike on MySpace
Figure 61: Sponsored links triggered by tags
Figure 62: Advertisement for Google Analytics
Figure 63: Examples of eye tracking on a webpage
Figure 64: Audio Ads offer
Figure 65: Google Print Ads
Figure 66: Advertising offer in video games
Figure 67: Impact of the Google search engine, according to KDDI
Figure 68: Breakdown of spending by rate model
Figure 69: Preferred advertising tactics
Figure 70: Yahoo!' s strategy

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大型網路企業技術創新及獲益策略：Web 2.0

Internet Giants 2.0 - From innovation to monetisation

目錄

Abstract

Overview

Key questions

Who should read this report?