Schlagwort: free

Es geht nicht um Paid vs. Free Content – Irgendeiner muss immer zahlen

Häufig wird diskutiert, ob man Inhalte kostenlos abgeben sollte oder nicht. Selbst moralische Argumente werden bisweilen bemüht. Man dürfe doch nicht und man müsse doch … Clay Shirky dazu: “You’re gonna miss us when we’re gone!” has never been much of a business model.

Innovative Vermarktungsansätze von Personen wie Cory Doctorow werden oft selbst dann kleingeredet, wenn sie funktionieren. Letztlich geht es aber gar nicht um die Frage, ob Paid Content oder ob Free Content das Richtige ist. Es geht um funktionierende Geschäftsmodelle. Denn einer muss am Ende immer zahlen, wie Shelly Palmer treffend feststellt:

Free vs. Paid: The Wrong Debate

There are only three business models: I pay, you pay or someone else pays. That’s it. I pay means that I (the publisher of the content) am willing to fund the creation, production and distribution of the content for my own purposes. You pay means that you are willing to pay me for my content. Someone else pays means that a third party is willing to pay me so that you can consume my content. Some of my KPMG friends have pointed out that, from the content producer/publisher’s point of view, there are really only two models: I pay or I get paid. I like to include the idea of third-party involvement, because it is so common to the media business.

Die Frage ist, was unter dem Strich herauskommt, egal auf welche (indirekte) Art für den Inhalt bezahlt worden ist:

Can you frame this conversation as free vs. paid? No. Not if you are trying to get someone to pay you cash directly for something that is ubiquitously available for free. Free vs. Paid is not the great debate, it’s a no-brainer — free wins! Valueless vs Valuable, Scarce vs Ubiquitous, Demanding of attention vs Commanding of attention are the debates and the winners will be the individuals and organizations that can most effectively translate the value of content into wealth.

via: Techdirt
Bildquelle: Simon Blackley (CC-Lizenz)

Chris Anderson erklärt Stephen Colbert sein Buch „Free“

Stephen Colbert ist ein US-amerikanischer Komiker und Satiriker. Bekannt ist er für seine Auftritte als Moderator der Sendung The Colbert Report. In dieser spielt er die Rolle eines demagogischen Fernsehmoderators, der ebenfalls Stephen Colbert heißt.

Chris Anderson explains how it’s possible for companies to make money by providing free services. (06:03 min.)

The Colbert Report Mon – Thurs 11:30pm / 10:30c
Chris Anderson
www.colbertnation.com
Colbert Report Full Episodes Political Humor Mark Sanford

via: VentureBeat

Long-Tail-Autor Chris Anderson über sein neues Buch „Free“

Chris Anderson, Autor von The Long Tail, hat auf der Wired Disruptive Business Conference über sein neues Buch Free: The Future of a Radical Price gesprochen (s.u.), das am 7. Juli 2009 erscheinen wird. Eine Leseprobe gibt es hier.

Worum geht es in Andersons Buch „Free“? Laut Verlag um Folgendes:

Now, in Free, he makes the compelling case that in many instances businesses can profit more from giving things away than they can by charging for them. Far more than a promotional gimmick, Free is a business strategy that may well be essential to a company’s survival.

The costs associated with the growing online economy are trending toward zero at an incredible rate. Never in the course of human history have the primary inputs to an industrial economy fallen in price so fast and for so long. Just think that in 1961, a single transistor cost $10; now Intel’s latest chip has two billion transistors and sells for $300 (or 0.000015 cents per transistor—effectively too cheap to price). The traditional economics of scarcity just don’t apply to bandwidth, processing power, and hard-drive storage.

Yet this is just one engine behind the new Free, a reality that goes beyond a marketing gimmick or a cross-subsidy. Anderson also points to the growth of the reputation economy; explains different models for unleashing the power of Free; and shows how to compete when your competitors are giving away what you’re trying to sell.

In Free, Chris Anderson explores this radical idea for the new global economy and demonstrates how this revolutionary price can be harnessed for the benefit of consumers and businesses alike.

Der Vortrag (37 min.):

Die Folien zu seinem Vortrag:

via: WIRED, The Long Tail
Bild: Wikipedia

Geschäftsmodelle auf Basis kostenlosen Contents

Heute habe ich einen sehr lesenswerten Beitrag von Mike Masnick aus dem Jahre 2007 gefunden, der eigentlich alles zu  Geschäftsmodellen auf Basis kostenlosen Contents erklärt, wie ich es für die Buchbranche auch schon beschrieben habe. Er zeigt die Chancen, die darin liegen, die sogenannten Content-Piraten weniger als Gefahr und vielmehr als Chance zu begreifen:

The Grand Unified Theory On The Economics Of Free

Masnick beschreibt zunächst zwei Optionen, wie mit illegalen Downloads umgegangen werden kann:

  1. If done correctly, you can increase your market-size greatly.
  2. If you don’t, someone else will do it correctly, and your existing business model will be in serious trouble

Doch was passiert, wenn man illegale Downloads und das File Sharing nicht nur nicht verhindert, sondern gar noch befördert?

However, many people immediately ask, how is it possible that giving away a product can guarantee that you’ve increased your market size?

Hier plädiert Masnick für ein neues Verständnis von Content-Produkten:

You just start by redefining the market based on the benefits of what you’re providing, rather than the specific product you’re selling. (…) You then break down the different components that make up those benefits that you’re selling — and you begin to recognize that every bundle of goods and services that make up the benefit you’re selling has components that are scare as well as components that are infinite.

Er unterscheidet also knappe und unbegrenzt zur Verfügung stehende Produktbestandteile, die unterschiedliche Chancen bieten, die man separat nutzen kann:

Once you’ve broken out the components, however, recognizing that the infinite components are what make the scarce components more valuable at no extra cost, you set those free. Not only do you set those free, you have every incentive to create more of them, and encourage more people to get them. (…) And, yet, all the while, you know exactly what scarce resources those non-scarce goods are tied to, and you’re ready to sell those scarce resources, recognizing that the more people who are consuming the infinite goods, the more valuable your scarce resource is.

Doch was sind solche knappen Güter, die die Inhalte-Ersteller und deren Dienstleister verkaufen könnten? Am Beispiel von Musikern sieht er folgende Möglichkeiten:

Infinite components: the music itself.

Scarce components: access to the musicians, concert tickets, merchandise, creation of new songs, CDs, private concerts, backstage passes, time, anyone’s attention, etc. etc. etc.

Das Vorgehen in zusammengefasster Form:

  1. Redefine the market based on the benefits
  2. Break the benefits down into scarce and infinite components.
  3. Set the infinite components free, syndicate them, make them easy to get — all to increase the value of the scarce components
  4. Charge for the scarce components that are tied to infinite components

via: Exciting Commerce
Bild: peasap

Chris Anderson: „Free“ als Teil des Geschäftsmodells

Wer ist Chris Anderson?

Chris Anderson is editor-in-chief of Wired Magazine. He coined the phrase The Long Tail in an acclaimed Wired article. He is currently working on a new book, entitled Free, which examines the rise of pricing models which give products and services to customers for free.

Worum geht es in seinem neuen Buch Free ganz konkret?

In diesem Video (16 min.) umreißt Anderson die Ideen, die seinem neuen Buch „Free“ zugrunde liegen, das im Juli dieses Jahres erscheinen soll:

 

Free: The Economics of Abundance and Why Zero Pricing Is Changing the Face of Business

What happens when advances in technology allow many things to be produced for more or less nothing? And what happens when those things are then made available to the consumer for free? In his groundbreaking new book, „The Long Tail“ author Chris Anderson considers a brave new world where the old economic certainties are being undermined by a growing flood of free goods – newspapers, DVDs, T shirts, phones, even holiday flights. He explains why this has become possible – why new technologies, particularly the Internet, have caused production and distribution costs in many sectors to plummet to an extent unthinkable even a decade ago. He shows how the flexibility provided by the online world allows producers to trade ever more creatively, offering items for free to make real or perceived gains elsewhere. He pinpoints the winners and the losers in the Free universe. And he demonstrates the ways in which, as an increasing number of things become available for free, our decisions to make use of them will be determined by two resources far more valuable than money: the popular reputation of what is on offer and the time we have available for it. In the future, he argues, when we talk of the ‚money economy‘ we will talk of the ‚reputation economy‘ and the ‚time economy‘ in the same breath, and our world will never be the same again.

via: Pop!Tech