May 21st, 2006

The Unbearable Lightness of 2.0 Business Strategy

by

Umair Haque and Jeff Jarvis are engaged in an ontological debate about what constitutes “the edge” and what will ultimately be the winning business strategy at the edge. What struck me about their debate is how little clarity there is on how money will actually be made at the edge — and this despite Umair and Jeff working at the absolute bleeding edge of current strategic thinking (pun intended).

Here’s a point from Umair:

Fox’s acquisition thesis is a bit more complicated – but predicated on a much deeper understanding of the new media value chain. Fox invests in domains which are hypersocial (discontinuous shifts in social connectivity) or hypercultural (discontinuous shifts in cultural specificity): sports, karaoke, music.

Further, Fox invests at the edge of the new value chain: at the interface with consumers.

Here’s a counterpoint from Jeff:

Now I’m not denying the incredible power of MySpace. But I am wondering whether it is really fully at the edge — yet. In fact, I questioned here whether there is a disadvantage in trying to own a community — because then you become responsible for the community’s actions and its worst (i.e., the molester’s home page). And so I wonder, in turn, whether the real relationship play in the future is not to try to own community but to enable it. And enabling is sometimes known as infrastructure. That’s the point I want to probe. If they’re still “consumers,” is this really the edge? I say the edge is all about control by creators: That is, I control my own space, this space at the edge, Buzzmachine; I am subject to no one’s rules; I hold responsibility; I reap the benefits, if any; I have relationships as a result of having this presence online; this is mine, all mine; thus I can also relinquish control and, for example, put out full text on RSS and I can realize that the real conversation is not just the one in the comments but the one distributed across others’ sites. That is qualitatively different from a community destination: You go there, you benefit from their infrastructure but you are subject to their rules, you live in someone else’s space.

And now Umair again:

The bigger point I wanted to make was that it’s not technology, but the social and cultural that counts. And being social/cultural is vastly different in, say, cosmetics, than it is in sports. So I think generic infrastructure plays are the wrong approach.

Now I’ll be the first to admit that I enjoy this kind of intellectual debate, for the same reason, I suspect, that I enjoyed critical theory in school. But what I find absent from this an all other 2.0 discourses (including my own) is a clear explanation of WHO is going to pay WHOM how many DOLLARS for WHAT. How does the money change hands here?

There are two sources of revenue — companies and consumers. You can sell them content, services, advertising — the list is not that long.

Maybe people like Umair and Jeff operate on a different plane where they can see the dollars even though they don’t reference them explicitly. But if you read News Corp’s quarterly report, MySpace’s ostensible success at the edge is still not reportable in dollars and cents.

Maybe I’m just slow. But I still worry that the sea change that is upon us will lead to fewer dollars in the market and Google-like monopolization of the dollars that do remain. I worry that there’s no way to monetize either “owning” or “enabling” the community — both assume a 1.0-like role for a middleman. It still assumes control of something. AdWords is fully distributed, but it is an intermediary — Google OWNS the system, they control it, and they can make it do whatever they want — unless, of course, it’s being exploited by botnets. Maybe cybercrime is the real edge.

Oh man.

Maybe I just worry too much.

UPDATE:

If this post depressed you, read Jeff’s follow-up post on networks. You’ll be suicidal by the time you’re done:

My point, in the end, is only that we are entering uncertain and uncharted waters in fluid networks. It’s not clear where the value will be captured and how it will be shared.

I responded in the comments to Jeff’s post:

What if media isn’t a business anymore? What if it becomes like poetry — lot’s of people do it, but nobody ever expects to make any money from it.

I know, just because there aren’t obvious answers yet, doesn’t mean somebody won’t figure it out, but for the moment we all sound like the horse and carriage industry 100 years ago. Or the US manufacturing industry 20 years ago. There isn’t always a solution to structural decline.

Comments (21 Responses so far)

  1. May 21, 2006The Unbearable Lightness of 2.0 Business Strategy found: 07:17pm May 21, 2006 “Now I’ll be the first to admit that I enjoy this kind of intellectual debate, for the same reason, I suspect, that I enjoyed critical theory in school. But what I find absent from this an all other 2.0 discourses

  2. RSS is intended to be read in an aggregator, and most of it can’t be reused or republished. So you can get any data you want from the net, so long as it’s the last 10 items on an RSS feed, and you don’t what to do anything with it.Publishing 2.0 » The Unbearable Lightness of 2.0 Business Strategy Umair Haque and Jeff Jarvis are engaged in an ontological debate about what constitutes “the edge” and what will ultimately be the winning business strategy at the edge. JimmyR.com Yahoo! Answers Resources

  3. Unbearable Lightness of 2.0 Business Stragegy

  4. That’s what I tried to address in the post that followed this one, about fluid networks. I don’t have the answer there but it’s what I’m fretting about: In a world where everyone is a network, where is the value and where is the money? I don’t have answers, just a lot of questions, in that post.

  5. I think what Jeff and Umair are trying to do is understand the step before “who pays whom how many dollars for what”; i.e. what are the driving forces.

    The problem I see with this is similar to what you observe; it leaves lots of room for esoteric debate that go many ways. My guess is that advertising dollars will onbly support so much; the “free” culture of the web will dissapear for good tools and we’ll do what we have always done in business; pay for something we see as having value.

  6. myspace is enormously valuable because of the relationships it is enabling. if they insist on turning that that value into money, then they just need to enable transasctions between those relationships.

    if you were a teenager… you are a lot more likely to buy something through a friend, than through some corporation. right?

    same applies across the whole chain..

    just cut everybody in on the money flow.. like distributed credit card fees.

  7. Jeff’s image of the independent, but lonely, blogger that worries about the value of community is instructive. Maybe communities are not for him, but most people get value from them.

    It’s called the edge because it’s not the centre. Most people want to be in the centre of things because at the edge, no-one can hear you scream.

  8. if you were a teenager… you are a lot more likely to buy something through a friend, than through some corporation. right?

    What does that mean? Buy what through a friend?

  9. ted-
    myspace is the equivalent of a teenager’s bedroom. the bedroom is supposed to be *my* space, but the parents won’t let me paint the walls black. on my space i can do that.

    so where’s the “closet” section of my space? i want to share the clothes i’m wearing with my friends. and if they buy them, i should get a cut. maybe i even made my own t-shirts on zazzle.

    their ipod is basically there, it’s just not something kids can make money from yet. but they could if all the bands could sell tracks off their profiles, and the kid who introduced their friend to the band got a cut.

  10. [...] Scott Karp: The Unbearable Lightness of 2.0 Business Strategy [...]

  11. Nice article, Scott. I see my unbearable lightness title is catching on… ;-)

  12. [...] [Update: Scott Karp (who I just met at mesh) joins the discussion.] tags: jeff+jarvis, umair+haque, david+carr, the+death+of+newspapers, the+edge+dissolves+the+center [...]

  13. Oh, and in regards to prose’s better half, don’t forget the words of Wallace Stevens: “Money is a form of poetry.”

  14. I think it’s an interesting debate because in a way it is at the heart of my own personal conundrum: I create content, but I recognize that it’s harder for people to find “lone wolf” content. To that end, I am trying to aggregate smaller content creators who do something similar to my material, such that I can present a better “package” either to networks seeking content, advertisers looking to write a reasonable check instead of micropayments, and consumers looking to find material worth their time.

    I wrote Content Networks are the new Blogs for that reason at my personal site, too. I’m really wondering about that same debate. Is it a good time to be in the gold mining business, or the picks and shovels business?

    Thanks for your great post.

  15. Excellent use of the word “ontological,” Scott — and you could probably have thrown “epistemological” in there too, just for fun :-)

    Seriously though, you continue to raise an interesting point about who is going to pay for all this new media, and how. Will it all be AdSense-driven or some similar pay-per-click model? Micro-payments? If we could just come up with some believable answer to that question, I suspect we could become very rich. Perhaps we will all have to find wealthy patrons, the same way most of the early poets and playrights did.

    Mathew

  16. [...] Scott Karp of Publishing 2.0: [...]

  17. [...] (Pity. And I thought we were getting along so well.) [...]

  18. There are many ways for super-nodes to monetize, if they haven’t done so already. The idea the people (readers) cluster but ultimately move on is nothing new. Tastes change, habits alter – it’s part of growth. Why try and shoehorn variations on an advertising model that remains rooted in the idea of brand reflective influence? In the past, media would spend fortunes promoting and building playlists of readers to wave in front of advertisers. Today, that’s an irrelevance. But then when was it any different? My sense is that if a particular piece of media is held to be influential at a point in time, then monetizing through advertising is legitimate. But only at that point in time and not for all time.

    Otherwise, we end up agonizing over something that does not exist – post-20th century media advertising models.

  19. [...] Robert Young provides the latest example of the unbearable lightness of 2.0 business strategy, arguing that media companies should create American Idol-like platforms for individual self-expression: Think of this way… what if “American Idol” had been produced solely by the capabilities of the contestants themselves, without the expertise and talent of the show’s producers, directors, writers, etc. As talented and entertaining as the contestants are, the resulting production quality, the level of emotional engagement, viewership/ratings and monetization potential of the full package would likely be far inferior to what we all see on the air today. Well, social networks should be seen in a similar way… people want to express themselves and the platforms that allow them to do so with the most creativity and production value, are the ones that people will flock to. [...]

  20. [...] Scott Karp is asking the right question. He wants to know how creative artists and writers are supposed to make money in the unbearably light new economy. [...]

  21. [...] Maybe I’m taking a page out of the Jeff Jarvis handbook by posting these links, but you don’t even know who Jeff Jarvis is so don’t worry about that! However, maybe posting these products has no point because more and more each day I’m beginning to agree with Scott Karp’s point of view that we may never make any money doing a podcast because of the Google-like monopolization of ad dollars. But we enjoy doing it and we do it for the people, so I think thats really what matters in the end.  Do it because you love it! After all, we DO love it and we love you too. [...]

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