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Web 2.0: A Strategy Guide Business thinking and strategies behind successful Web 2.0 implementations. By Amy Shuen
April 2008
Pages: 266

Cover | Table of Contents | Forum

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Index

[ A ], [ B ], [ C ], [ D ], [ E ], [ F ], [ G ], [ H ], [ I ], [ J ], [ K ], [ L ], [ M ], [ N ], [ O ], [ P ], [ Q ], [ R ], [ S ], [ T ], [ U ], [ V ], [ W ], [ Z ],

A[ Top ]
A New Product Growth Model for Consumer Durables, 80
absorptive capacity, 111
Ad Rank, 55
AdSense, 58
advertiser-searcher cross-network effects, 47
advertising expenditures, U.S., 2007, 40
AdWords, 54
Amazon.com, 119-123, 173
      competence syndication and the bottom line, 120
      disruptive innovations, 130
      Elastic Compute Cloud (EC2), 121
      sharing back-office competences, 121
      Simple Storage Service (S3), 121
      zShops, 120
Andreessen, Marc, 95
AppExchange, 116
Apple iPhone, 151
Apple iPod, 142-148
Apple iPod Touch, 152
architectural innovation, 131

B[ Top ]
Bass Diffusion Curve, 80
Bass, Frank, 80
Battelle, John, 54
Beacon, 98
Benioff, Marc, 115
Bezos, Jeff, 119
blogging, 58
      syndication and, 113
"Blogging for Dollars", 58
burn rate, 24
business model as a profit engine, 14
business plans, 164-172
      competitive analysis, 167
      financials, 171
      management and executive teams, 170
      market analysis, 166
      products and services, 169
      time lines and milestones, 170
Butterfield, Stewart, 7
buzz marketing, 64, 133

C[ Top ]
capitalizing, xiv, 108
      dynamic capabilities, 108
      social networks, 70
Carvin, Andy, 98
cash flow curves and time to profitability, 32
Cerf, Vint, 123
Chambers, John, xii
Chicagocrime.org, 123
Christensen, Clayton, 129
Cisco, xii
Citibank and ATM infrastructure, 133
collaborative and competitve innovation matrices, 134
collaborative innovation, xiv
collective user value, xiv, xix
      in Web 2.0 planning, 157
Colombano, Marcus, 76
community, 6, 7, 33
      building, 103
      business impact of, 158
      democratized innovation and, 136
      developer communities, 117
      exponential effects, 34
      open source community, 119
company valuation, 21-24, 34
competence syndication, xix, 113
      advantages, 116
      ecosystems and, 119
      open source community and, 119
      strategizing, 162
competence-enhancing versus competence-destroying innovations, 131
competences, 111
connectors, mavens, and salesmen, 71
cost drivers, 18-21
costs of growth, 24
creators, 114
critical mass, xiv, 34, 48
      Google's arrival at, 39
      of online networks, 41
Crossing the Chasm, 79
crowdsourcing, 135
crowdsourcing innovation, 136-140
      example web sites, 140
Cyworld, 92

D[ Top ]
Dealing with Darwin: How Great Companies Innovate at Every Phase of Their Evolution, 141
demand-side network effects, 47, 48
democratization of innovation, 109, 135
Democratizing Innovation, 135
Diffusion of Innovations, 78
digital cameras as a disruptive innovation, 130
direct advertiser network effects, 47
direct search engine network effects, 47
disk drive as disruptive innovation, 130
disruptive innovation, 130
distributors, 114
DIY (do-it-yourself) self-service syndication, 13
dynamic capabilities, xiv, xix, 108
      adaptation to internal and external forces, 110
      development prior to the Web, 110
      strategic questions, 127
      tactical questions, 128

E[ Top ]
e-commerce as a disruptive innovation, 133
Economics of Knowledge, The, 139
ecosystems, 119
ecosystems building, 172
ecosystems integration, iPod example, 142-148
Elastic Compute Cloud (EC2), 121
Enterprise 2.0, xii
enterprise valuation, 22
evangelists, 71
      identification and support, 103
Excite, 53
externalities, 139

F[ Top ]
Facebook, 69, 89-99, 162
      advantages as a social networking platform, 70
      impact of privacy issues, 99
      MySpace, compared to, 92
      network effects, 91-93
      reasons for growth, 78
      viral applications, 95-97
            Beacon and the limits of viral, 98
      viral growth, 91-95
Fake, Catarina, 7
flat world, xiv, 130
Flickr, 2-4
      business model, 14-18
      collective user value, 2-9
      collective user value and network effects, 6
      company value, calculating, 21-24
      cost drivers, 18-21
      creation of user value, 9-14
            catalyzation of social network effects, 12
            online groups, 12
            openess to third-party APIs, 13
            search strategies based on user-generated data, 10
            self-service syndication, 13
            sharing of content, 9
      data upload and tagging by users, 8
      embrace of third-party APIs, 13
      feedback solicitation, 7
      Netflix, compared to, 31-35
folksonomies, 12
Foray, Dominique, 139
Fractal Graphics, 139
freemiums, 3
      freemium business model, 3

G[ Top ]
Gerstner, Lou, 117
Gladwell, Malcolm, 71
Goldcorp Challenge, 137-140
Google, 159
      Ad Rank, 55
      AdSense, 58
      advertising revenue, 40
      AdWords, 54
      AOL equity stake purchase, 62-64
      competence mashups, 123
      competition with GoTo, 52
      network effects, 47-59
            impact on success, 39
            multiplication, 56
            summary of impacts, 64
      PageRank algorithm, 52
      web-enabled online network effects, 41-43
"Google effect", 114
GoTo, 50
Gross, Bill, 50

H[ Top ]
Hanson, Chris, 136
Hastings, Reed, 27
Hippel, Eric von, 109, 135
Holovaty, Adrian, 123
Horowitz, Bradley, 23
Hotmail viral marketing, 161
HousingMaps.com, 123

I[ Top ]
Iansiti, Marco, 141
IBM
      ecosystems and competence syndication, 119
      finding competence, 117
      Linux and Apache integration, 117
      mentoring, 118
      virtual mentoring, 118
Idealab, 50
incremental innovation, 131
industry incumbents, 129
Information Rules: A Strategic Guide to the Network Economy, 60
information technology systems and developers, 18
Innocentive, 140
innovation, 129
      bridging versus disrupting, 142
      collaborative styles, 134
innovation (continued)
      competitive or collaborative innovation, 132-134
      crowdsourcing, 136-140
            example web sites, 140
      democratized innovation, 135
      platform innovation, 135, 140, 141
      recombinant innovation, 135, 141
            iPhone, 151
      strategic questions, 154
      strategizing, 163
      styles of, 129-132
      tactical questions, 155
The Innovator's Dilemma, 129
inventory, 18
iPhone, 151
iPod, 142-148
iPod Touch, 152

J[ Top ]
Jajah, 148-151
J-curve, 24
Jobs, Steve, 147

K[ Top ]
The Keystone Advantage, 141
keyword relevance, 56
keywords, sale of, 50
Knowledge goods, 111
Kraus, Joe, 53

L[ Top ]
Lafley, A.G., xiii
Levien, Roy, 141
Li, Charlene, 99
lifetime value, customer, xiv, 22, 28
LinkedIn, 83-89, 161
      business networking and, 83-85
      monetizing social networks, 88
      rapid growth, 85
      trust and degrees of separation, 87
long tail, xvii, 53, 55
      monetizing, 8
loss leaders, 15, 17

M[ Top ]
market share, value in a tippy market, 62
marketing, advertising, and customer relationship management, 19
mashups, 123
mavens, 71
McEwen, Rob, 137
Meeker, Mary, 22
Metcalfe, Bob, 46
Metcalfe's Law, 46
Micro Persuasion blog, 9
Milgram, Stanley, 73
monetizable value, xi
monetizing network effects, xiv, 66
monetizing social networks, 85, 88
monetizing the long tail, 8
Moore, Geoff, 79, 141
Motorola, xiii
multiple revenue stream model, 15
Musser, John, xx, 124
MySpace, 92

N[ Top ]
Netflix, 24
      costs of growth, 24
            escaping the trap, 26
      customer value and cash flow, 28-31
      Flickr, compared to, 31-35
network effects, xi, 39, 172
      as battle zone for dominance, 62
      exponential growth and value, 46
      Google's successful strategies, 47-59
      management for success, 41
      strategizing, 159
      the goal of seeding and triggering, 82
notes, 10
"not-invented-here" (NIH) syndrome, 111
n-sided markets, 43-46
      strategies, 43

O[ Top ]
O'Reilly, Tim, xvii, xx
offline versus online revenue modes, xv
online multiplying effects, 172
online social networks, 74
      advantages, 70
      (see also social networks)
online syndication, 112
open source, ecosystem, and platform innovation, 135, 140
open systems and APIs, 10
Overture, 50

P[ Top ]
PageRank algorithm, 47, 52
Paul Revere and William Dawes, 71
PayPal, 134
pay-per-click advertising model, 50
payroll, 18
peer-to-peer (p2p) architecture, 130
Penrose, Edith, 110
personal knowledge, 111
per-user economics, xiv
platform innovation, 141
      Apple iPod and ecosystems integration, 142-148
            accessories ecosystem, 145
            creative and media ecosystem, 145
            music industry ecosystem, 147
            production ecosystem, 143
            user-provided metadata, 146
      Jajah and ecosystems integration, 151
            industry alliances, 150
            user experience, 149
Polanyi, Michael, 111
Porter, Michael, 110
positive feedback, 59
power law distribution of query searches, 53
Procter & Gamble, xiii
product adoption metrics, 78
ProgrammableWeb, 124
public sharing, 6

Q[ Top ]
Quarles, Christa Sober, 185, 191

R[ Top ]
Rademacher, Paul, 123
radical innovation, 131
Raju, B. Ramalinga, 109
Recombinant innovation, 147
recombinant innovation, 135, 141
      iPhone, 151
      strategizing, 163
Redshaw, Toby, xiii
Reed, David, 46
Reed's Law, 46
revenue models, 15
revolutionary innovation, 130
Rogers Adoption Curve, 78
RSS, 113
Rubel, Steve, 9

S[ Top ]
SaaS (Software as a Service), 114-116
Salesforce.com, 115
salesmen, 71
Schmidt, Eric, 54
Schumpeter, Joseph, 129
search engine users, 39
search engines and sale of keywords, 50
The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture, 54
seeding critical mass, 82
self-service syndication, 13
Shapiro, Carl, 60
shared digital content, 10
Simple Storage Service (S3), 121
Six Degrees, 74
Skype, 130
small- and medium-size enterprises (SMEs), xiv
small-world phenomenon, 73
Smith, Rod, xiii
social networking sites, 7
social networks, xiv
      acceleration, 102
      connections linking people, 73
      exponential growth permitted by the Web, 77
      LinkedIn (see LinkedIn)
      networking strategy, 160
      online social networking compared to offline networking, 73
      online social networks, advantages, 70
      power of, 172
      privacy concerns, 98
      role in sales and marketing, 100
      social influence, measuring, 80
      social roles of network participants, 71
      speed of adoption, monetizing of users, and company valuation, 77
      strategic questions, 103
      tactical questions, 104
      value generation in networks, 101
social web, xv, xvi
Software as a service (SaaS), 114-116
subscriber economics, xiv
The Success of Open Source, 140
syndication, 112
      blogging and, 113
      competence syndication (see competence syndication)
      of business services and processes, 114
      online syndication, 112
syndicators, 114

T[ Top ]
tags, tag clusters, and tag clouds, 10
Tapscott, Don, xii
Taylor Wall & Associates, 139
Teece, David, 110
The Tipping Point: How Little Things Can Make a Big Difference, 71
The Third Wave, 1
tippy markets, 60
Toffler, Alvin, 1
triggering critical mass, 161

U[ Top ]
uploaders, xiv
user-added metadata, 11

V[ Top ]
value, financial, total enterprise valuation, 69
Vander Wal, Thomas, 12
Varian, Hal R., 60
videocassette recorders as a disruptive innovation, 132
videotape recorder market, VHS versus Beta, 61
viral distribution and ecosystems building, 172
virtual mentoring, 118
virtuous cycles and vicious cycles, 59

W[ Top ]
Watts, Duncan, 74
Web 2.0, xi
      building a business plan, 164-172
            competitive analysis, 167
            financials, 171
            management and executive teams, 170
            market analysis, 166
            products and services, 169
            time lines and milestones, 170
      business models, xiv
      cash flow, compared to Web 1.0 and the physical world, 32
      developing a strategy, 157-164
            activating network effects, 159
            building collective user value, 157
            competence syndication, 162
            innovation recombination, 163
            working through social networks, 160
      questions of strategy, 36
Web 2.0 technology, rationales for adoption, 109
Web 2.0: Principles and Best Practices, xx
Web 2.0: The Machine is Us/ing Us, xv
web-enabled online networks, 41-43
Weber, Steve, 140
What Is Web 2.0?, xv, xx
Wikinomics, xii
Wilson, Fred, 3

Z[ Top ]
zShops, 120

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