Of users is an important success measure for Web 2.0 platforms, because the subjectively perceived attractiveness of a system (e.g. community) is highly correlated with the already registered number of users. A certain number of users within a network are necessary to create value among the participants at a sophisticated level. Reaching this level is essential for a network, because the enrolled participants will be reinforced to use the system on an ongoing basis, and it will become easier to convince new users to join in. The minimum number of participants to maintain a sufficient utility on a long-term basis is referred to as the critical mass.
Published in Chapter:
Diffusion and Oscillation of Telecommunications Services: The Case of Web 2.0 Platforms
Tobias Kollmann (University of Duisburg-Essen, Germany), Christoph Stöckmann (University of Duisburg-Essen, Germany), and Carsten Schröer (University of Duisburg-Essen, Germany)
Copyright: © 2009
|Pages: 14
DOI: 10.4018/978-1-60566-194-0.ch036
Abstract
The diffusion of a Web 2.0 product or services is, unlike to traditional consumer or industrial goods, not only based on purchase. Full acceptance of Web 2.0 platforms occurs by recurring utilization. The chapter focuses on diffusion characteristics of this innovative category of ICT products and provides management concepts for competition. The concept of critical mass is applied to different growth scenarios. Additional success factors are discussed. Particularly the permanent supervision of a platform regarding its compliance with qualitative, as well as ethical and legal standards is of great importance. Adjustments to external market conditions, proactive management, and a bilateral marketing approach are a key to lasting success within the Net Economy. Markets are never settled, due to the ever changing and oscillating conditions. The chapter shows that there is always a chance to capture a market or at least to grow against competition in a Web 2.0 setting.