電子商務管理視角-CH12Web20環(huán)境下社交網絡和產業(yè)課件

Chapter12

SocialNetworks

andIndustryDisruptors

intheWeb2.0EnvironmentWeb2.0環(huán)境下社交網絡和產業(yè)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(huán)境下社交網絡和產業(yè)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