Internet Giants 2.0 - From innovation to monetisation

1. Innovation' s role in the battle for audience and traffic

• 1.1. Consolidation around flagship services
  • 1.1.1. Webmail
  • 1.1.2. Search engines
  • 1.1.3. Instant messaging
  • 1.1.4. News and content
  • 1.1.5. E-commerce
  • 1.1.6. Practical services
• 1.2. Innovation via aggregation for new services
  • 1.2.1. Blogging
  • 1.2.2. Voice over IP (VoIP)
  • 1.2.3. Video
  • 1.2.4. Mobile services
• 1.3. Building audience and traffic
  • 1.3.1. Aggregation
  • 1.3.2. Partnerships.
  • 1.3.3. Open model and the viral service
• 1.4. The battle for audience and traffic
  • 1.4.1. Diversification with flagship services
  • 1.4.2. Acquisitions
  • 1.4.3. The limits of diversification

2. Innovation and Web 2.0

• 2.1. Development of Web 2.0
  • 2.1.1. Principles of Web 2.0
  • 2.1.2. Technological aspects
  • 2.1.3. Growth of usage.
• 2.2. Web 2.0 innovation fuelled by start-ups
  • 2.2.1. Social networks
  • 2.2.2. Video sharing
  • 2.2.3. Photo sharing
  • 2.2.4. Music recommendations
  • 2.2.5. Content ranking
  • 2.2.6. Social bookmarking
  • 2.2.7. Homepage personalisation, RSS feeds and widgets
  • 2.2.8. Virtual reality
  • 2.2.9. Other Web 2.0 services
• 2.3. Impact of Web 2.0
  • 2.3.1. Undermining Web 1.0
  • 2.3.2. New players, new threats
  • 2.3.3. The battle of the Internet giants

3. Innovation in advertising and monetisation of audience and traffic

• 3.1. The online advertising industry
  • 3.1.1. Shape of online advertising
  • 3.1.2. Role of online advertising
  • 3.1.3. Factors driving growth of the online advertising market
  • 3.1.4. Internet companies' advertising models
  • 3.1.5. “Traditional” online advertising formats
• 3.2. Limits of the online advertising model
  • 3.2.1. Inventory and associated available services
  • 3.2.2. Reach of the long tail
  • 3.2.3. Incomplete formats
• 3.3. Innovations in advertising
  • 3.3.1. New pricing schemes
  • 3.3.2. New formats
  • 3.3.3. New tools
  • 3.3.4. New platforms
• 3.4. The battle for ad monies
  • 3.4.1. Advertising industry consolidation
  • 3.4.2. Impact on the service industry
  • 3.4.3. Internet player strategies

• Table 1: 15 most visited Internet properties in January 2007*
• Table 2: Internet giants' positioning with respect to webmail
• Table 3: Internet giants' positioning with respect to search engines
• Table 4: Internet giants' positioning with respect to instant messaging
• Table 5: Internet giants' positioning with respect to news sites
• Table 6: Internet giants' positioning with respect to e-commerce
• Table 7: Internet giants' positioning with respect to practical services
• Table 8: Top blogging and personal page sites, excluding social networks
• Table 9: Internet giants' positioning with respect to blogging
• Table 10: Other leading examples of VoIP solutions on the fixed web
• Table 11: Internet giants' fixed, for-pay VoIP strategies
• Table 12: Leading examples
• Table 13: Internet giants' positioning with respect to mobile VoIP
• Table 14: Other online video offers created by start-ups
• Table 15: Internet giants' positioning with respect to video
• Table 16: Mobile Internet service offerings
• Table 17: Internet giants' positioning with respect to mobile services
• Table 18: Selection of partnerships with fixed and mobile operators for flagship services
• Table 19: Internet giants' direct diversification through copycat services
• Table 20: Internet giants' main service-related acquisitions since 2004
• Table 21: Types of websites with the highest growth in number of UV worldwide, between December 2005 and 2006
• Table 22: Top Web 2.0 sites
• Table 23: Social networks in number of page views in the US in September 2006
• Table 24: Market share of the 10 most popular social networks in February 2007 in the US
• Table 25: Selection of social networks
• Table 26: Internet giants' positioning with respect to social networking services
• Table 27: Top 10 video sites in the US in February 2007
• Table 28: Streaming video market in the US
• Table 29: Other video sites
• Table 30: Internet giants' positioning with respect to video services
• Table 31: Top 10 photo sharing sites in Europe in July and August 2006
• Table 32: Other photo sharing sites
• Table 33: Internet giants' positioning with respect to photo sharing services
• Table 34: Other music-centric sites
• Table 35: Internet giants' positioning with respect to music-centric services
• Table 36: Other content ranking sites
• Table 37: Internet giants' positioning with respect to content ranking services
• Table 38: Other social bookmarking sites
• Table 39: Internet giants' positioning with respect to social bookmarking services
• Table 40: Examples of RSS feed aggregators
• Table 41: Top 5 homepage personalisation sites in January 2007
• Table 42: Examples of homepage personalisation services
• Table 43: Internet giants' positioning with respect to homepage personalisation services
• Table 44: Examples of widget services
• Table 45: Internet giants' widget services
• Table 46: Other virtual reality services
• Table 47: Other Web 2.0 services
• Table 48: Media companies' online initiatives
• Table 49: Telcos' online initiatives
• Table 50: Internet giants' main Web 2.0 acquisitions
• Table 51: Forms of advertising
• Table 52: Main forms of online advertising
• Table 53: Advertising spending worldwide, by medium
• Table 54: Forecast growth of advertising spending worldwide, by medium
• Table 55: Growth of Internet usage around the world
• Table 56: Online video consumption
• Table 57: Revenue generated by online paid content and advertising in the US
• Table 58: Internet giants' chief sources of revenue
• Table 59: Google revenue growth between 2003 and 2006
• Table 60: Per-user revenue in Q1 2007
• Table 61: Display revenue of the top 10 Internet players in the US in 2006
• Table 62: Internet players' ad-related acquisitions
• Table 63: Major Internet partnerships
• Table 64: Internet players' ad revenue

• Figure 1: Top applications by time spent
• Figure 2: Web services typology
• Figure 3: New webmail interfaces
• Figure 4: Share of online searches in the United States, by search engine
• Figure 5: Universal Search
• Figure 6: Search engine innovations
• Figure 7: Wikipedia home page, in French
• Figure 8: Yahoo! Answers
• Figure 9: MSN Messenger and innovations
• Figure 10: Google Finance
• Figure 11: eBay
• Figure 12: Virtual Earth
• Figure 13: Growth of the blogosphere
• Figure 14: Innovations from Skype: SkypeCast and click-to-call
• Figure 15: Example of a phone-to-phone service
• Figure 16: Yahoo!' s new mobile services
• Figure 17: Concentration of Google' s innovation efforts
• Figure 18: Yahoo! Pipes developer tools
• Figure 19: The end of Yahoo! Mixd
• Figure 20: Web 2.0 browsing
• Figure 21: Rate of participation on Web 2.0 sites
• Figure 22: Fox' s VOD channel home page on MySpace US
• Figure 23: Facebook homepage
• Figure 24: News Feed, an innovation for users..... and a platform for advertisers
• Figure 25: NBC on YouTube
• Figure 26: Geotagging, new from Flickr
• Figure 27: A Last.fm page with sales links to Amazon
• Figure 28: Banner ad and sponsored links on the Last.fm US website
• Figure 29: Digg homepage with Google sponsored links at the top
• Figure 30: del.icio.us search results with contextual links on the right
• Figure 31: Netvibes
• Figure 32: The L' Oreal Paris ad in Second Life
• Figure 33: Internet leaders in terms of audience
• Figure 34: Advertiser spending in 2006
• Figure 35: Breakdown of media/non-media spending
• Figure 36: Advertising and buy cycle
• Figure 37: Different media' s share of advertising spending worldwide
• Figure 38: Forecast share of advertising spending worldwide for the different media
• Figure 39: Average hours spent online per week in Europe
• Figure 40: Media consumption in Western Europe, by time of day
• Figure 41: Growth of the number of websites
• Figure 42: Advertiser and consumer media spending in the US
• Figure 43: Top 25 advertisers (off-line and online)
• Figure 44: Online ad revenue by type of advertiser in Q2 2006 in the United States
• Figure 45: Revenue generated by paid online content in 2005 in the US, by category
• Figure 46: Cyworld portal
• Figure 47: Forecast growth of market share for online ad formats in the US
• Figure 48: Evolution of CPM by type of display in France
• Figure 49: Cost per lead for non-media formats
• Figure 50: Users' brand expectations on search engines
• Figure 51: Forecast growth of market share for online classified ads in the US
• Figure 52: Growth of revenue share for the world' s top online ad vendors
• Figure 53: Evolution of Google traffic acquisition costs
• Figure 54: Advertising industry organisation
• Figure 55: Advertisements on Windows Live Messenger
• Figure 56: Click-to-call on Google and eBay
• Figure 57: Web couponing
• Figure 58: Overlay in an online video and sponsorship
• Figure 59: Product placement in an online video
• Figure 60: Sponsorship: Intel on Digg and Nike on MySpace
• Figure 61: Sponsored links triggered by tags
• Figure 62: Advertisement for Google Analytics
• Figure 63: Examples of eye tracking on a webpage
• Figure 64: Audio Ads offer
• Figure 65: Google Print Ads
• Figure 66: Advertising offer in video games
• Figure 67: Impact of the Google search engine, according to KDDI
• Figure 68: Breakdown of spending by rate model
• Figure 69: Preferred advertising tactics
• Figure 70: Yahoo!' s strategy