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REQUIRED READING

The Wealth of Networks: How Social Production Transforms Markets and Freedom REQUIRED READING - PDF:

The Wealth of Networks: How Social Production Transforms Markets and Freedom

Alan Moore's consultancy SMLXL advises businesses and organisations on how to better engage with their customers, audiences and social networks.

This Wiki is an invitation to collaborate on building a learning and research environment based on Yochai Benkler's book, The Wealth of Networks: How Social Production Transforms Markets and Freedom, available under a Creative Commons Attribution Noncommercial Sharealike license.

"Forget squeezing millions from a few megahits at the top of the charts. The future of entertainment is in the millions of niche markets at the shallow end of the bitstream."

Alan Moore argues that we are now living in what many people now call the Networked Society, where we are creating, collaborating, in ways that defy the logic of our industrial era. Therefore we need to embrace the thinking of a No Straight Line World.

"The Long Tail, in a nutshell The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively small number of "hits" (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail. As the costs of production and distribution fall, especially online, there is now less need to lump products and consumers into one-size-fits-all containers. In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly-targeted goods and services can be as economically attractive as mainstream fare."

"lan explains in this video how and why intelligence is the black gold of the 21st century. He looks at the 3 main questions: role of technology in the 21st century, what drives technology usage and what are the key principles to create customer value in the digitale age? Social intelligence is recognized as the 3rd dimension of customer insight (besides behavior and demographics). Customer centricity is the component in tomorrow's multi-access network. In order for your compnay to act in the 21st century you need to be life simplifying, life enabling and navigational. "

"Im World Wide Web gibt es immer noch keinen zuverlässigen Markt für digitale Güter wie Texte, Töne, Bilder oder Bewegtbilder. Onlineunternehmer verschenken Content oder Infrastrukturleistungen, um sich bei den Nutzern mit dem Ziel einzuschmeicheln, über hohe Trafficraten Werbekunden anzuziehen. Für sie ist das WWW kein Marktplatz, sondern ein Marketingplatz. Wer allein auf Werbung und andere Querfinanziers als Online-Geschäftsmodell setzt und die Webgüter, die Dritte freiwillig oder unfreiwillig ins Netz stellen, missbraucht, zum Beispiel um in deren Umfeld Wer­bung zu schalten, ohne die Rechtebesitzer zu vergüten, handelt nicht nur illegal, sondern auch fahrlässig. Nullpreise arbeiten Online­monopolisten in die Hände, die eines Tages das Schicksal des Web beherrschen und in ihrem Sinne definieren können."