John Hagel - Net worth: shaping markets when customers make the rules
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Net worth: shaping markets when customers make the rules
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This text explores the impact and potential of the Internet to upend the relationship that links business with their customers. It explains how business can position themselves as advocates or agents that help customers maximize the value of their data.
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Net Worth : Shaping Markets When Customers Make the Rules
author
:
Hagel, John.; Singer, Marc.
publisher
:
Harvard Business School Press
isbn10 | asin
:
0875848893
print isbn13
:
9780875848891
ebook isbn13
:
9780585118529
language
:
English
subject
Infomediaries, Consumers--Information services, Privacy, Right of, Online information services.
publication date
:
1999
lcc
:
HF5415.124.H33 1999eb
ddc
:
658.8/00285/4678
subject
:
Infomediaries, Consumers--Information services, Privacy, Right of, Online information services.
Page iii
Net Worth
Image not available
Shaping Markets When Customers Make the Rules
John Hagel III Marc Singer
HARVARD BUSINESS SCHOOL PRESS BOSTON, MASSACHUSETTS
Page iv
Copyright 1999 McKinsey & Company, Inc. United States
All rights reserved
Printed in the United States of America 03 02 01 00 99 5 4 3 2
Library of Congress Cataloging-in-Publication Data
Hagel, John. Net Worth : shaping markets when customers make the rules / John Hagel III and Marc Singer. p. cm. Includes bibliographical references and index. ISBN 0-87584-889-3 (alk. paper) 1. Infomediaries.2. ConsumersInformation services. 3. Privacy, Right of.4. Online information services.I. Singer, Marc. II. Title. HF5415.124.H33 199998-43263 658.8'00285'4678-dc21CIP
The paper used in this publication meets the requirements of the American National Standard for Permanence of Paper for Printed Library Materials Z39.49-1984.
Page v
We dedicate this book, with love, to our families, who give us much more than we could ever provide in return.
Jane, Rebecca, and Rachel Rowena
Page vii
CONTENTS
Preface
ix
Part I The New Infomediaries
1 Seller Beware
3
2 An Agent for the Rest of Us
21
3 Promising Markets
49
4 Who Can Play?
77
Part II Entry Strategies
5 Stage One: Building the Profile
109
6 Stage Two: Spinning a Web
133
7 Stage Three: Playing the Spider's Role
157
8 The Economics of Infomediation
187
Part III The Infomediation of Markets
9 The Unraveling of the Firm
205
10 Reverse Markets
229
11 Consumer Unbound
247
Appendix: The Technology Tool Kit
261
Further Reading
285
Index
293
About the Authors
313
Page ix
PREFACE
THIS BOOK BUILDS ON A NUMBER OF THE THEMES originally developed in Net Gain: Expanding Markets through Virtual Communities. Both books focus on the potential to build new business models by using the Internet, rather than simply by doing the same things faster and cheaper.
Net Gain met with market success because it systematically analyzed the economic drivers for value creation that exist on networks. It used one particular business modelthe virtual communityto illustrate the unique capabilities of digital networks and how these might be harnessed to create a substantial business with very attractive economics.
Our work with clients convinces us that digital networks can make many new business models possi-
Page x
ble. These business models are co-evolving in complex patterns that define a distinctive business ecology, one that is rapidly changing as entrepreneurs search for the right combination of value drivers to build sustainable businesses.
In working with these business models, we soon realized that they all depend on the business's ability to capture information about customers and to use this information for commercial purposes. Take away this key assumption and the economics of the various business models rapidly deteriorate, and the businesses soon become very uninteresting from a value creation perspective. We decided to invest in understanding information capture in greater detail. What information about customers is most valuable? Who is in the best position to capture this information? What are the implications for other businesses that would like to use this information? How can the growing capability for ever more detailed information capture be reconciled with growing concerns about privacy?
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