E-Conomics: Strategies for the Digital Marketplace

by Zerdick, Axel; Picot, A.; Lange, U.; Zerdick, Axel; European Communication Council

• ISBN13: 9783540649434
• ISBN10: 3540649433
• Format: Hardcover
• Copyright: 2000-12-01
• Publisher: Springer Verlag

Summary

The Internet transformed the landscape of world economy. E-conomics provides readers a roadmap to this new landscape, a systematic reference guide to economics in the information age and serves as the first textbook available. Scientists in communication economics from the U.S. and Europe have collaborated to provide an in-depth analysis of the Internet revolution, showing how the rules of the game have changed in an economy trading information instead of industrial goods. E-conomicsfocuses on the European telecommunications industry and features strategies for a successful Network Economy, as well as an emphasis on network infrastructure and the importance of compatible technological standards. Some perspectives given in 1998, when the original version appeared, became reality since. This book is essential reading for economists and business strategists requiring an understanding of the dynamics of electronic commerce. The underlying data was kept up to date.

Table of Contents

Introduction	12	(2)
Carl Shapiro
Hal R. Varian
Foreword -- The European Communication Council	14	(3)
The Internet Economy as a Strategic Challenge	17	(8)
Ten Theses Relating to the Internet Economy	17	(4)
Perspectives	21	(4)
Fundamental Principles of the Network Economy	25	(13)
A Classification of Revenue Types and Revenue Models	25	(6)
The Concept of Value Chains	31	(2)
New Markets - Old Data: The Problem of Assessing Revenue Potential	33	(5)
The Media and Communications Sectors: A Review Looking Forward	38	(98)
Kings of Content - An Analysis of the Media Sector	38	(25)
Structure and Development of European Media Markets	39	(8)
Revenue Types and Revenue Models in the Media Sector	47	(5)
Value Chains in the Media Sector	52	(8)
Using the Revenue Potential of Profit Windows	60	(3)
Rulers of the Waves - An Analysis of the Telecommunications Sector	63	(38)
Size and Structure of European Telecommunications Markets	64	(3)
Liberalisation of Telephone Markets in Europe	67	(10)
Netheads versus Bellheads: The Fusion of Data and Voice Communication	77	(17)
Revenue Types and Revenue Models in the Telecommunication Sector	94	(2)
Value Chains in Telecommunications	96	(5)
Digital Data Crunchers - An Analysis of the Information Technology Sector	101	(29)
Size and Structure of European IT Markets	102	(3)
From Mainframe Computer to Internet-PC	105	(20)
Revenue Types and Revenue Models in the IT Sector	125	(1)
Value Chains in the IT Sector	126	(2)
Information Technology and Productivity - A Paradoxon?	128	(2)
Trailblazer for the Internet Economy - The Convergence of the Media and Communications Sectors	130	(6)
The Emergence of the Internet Economy	136	(41)
Decisive Factors in the Emergence of the Internet Economy	137	(16)
Central Role of Information in Markets	138	(1)
Explosive Rise in Information and Communications Technology Capacities	139	(2)
Causes of the Internet Revolution	141	(5)
Virtual Markets as a Result of Digital Infrastructure	146	(7)
Consequences of Technological Evolution - An Economic Revolution?	153	(24)
New Rules of the Game: A New Economic Market Model	154	(8)
Media and Information Goods: The Near Zero Marginal Cost Issue	162	(2)
New Revenue Strategies	164	(7)
The Erosion of Traditional Value Chains by Multimedia Value Networks	171	(6)
Navigation Aids for the Internet Economy	177	(92)
Strategic Consequences for Media and Communications Companies	177	(37)
New Competition Strategies - Creating Business Webs	177	(7)
New Product Strategies - From Windowing to Versioning	184	(4)
New Price Strategies - Follow the Free	188	(3)
New Communication Strategies - One-to-One Marketing	191	(5)
Strategic Development of Content in the Internet Economy	196	(6)
Perspectives for the Internet Economy	202	(8)
Hang on a minute...-Critical Comments	210	(4)
An Integrated View of User Behaviour	214	(38)
Basic Ideas and Fundamental Principles	214	(15)
Towards Media Integration in the Private Household	229	(14)
Financing and Implementing the Integrated Offer	243	(9)
The Internet Economy and Regulation	252	(17)
Political Implications of the Internet Economy: Why regulate, after all?	252	(3)
Realms of Governance: What remains to be regulated?	255	(8)
Structures and Institutions: Who should be responsible?	263	(6)
Facts & Figures	269	(52)
Basic Population and Economic Data	272	(8)
Distribution Infrastructure and Household Equipment	280	(9)
Research and Development, Production and Supply	289	(12)
Spending on Information and Telecommunication Technologies	301	(6)
Advertising Markets	307	(7)
Selected Media Markets	314	(7)
References	321