The Rise Of Social Networking

Web 2.0 is a loaded term that is currently subject to enormous volumes of hype. Different communities define Web 2.0 in different ways, which can be confusing. However, the very fact that Web 2.0 is touted as being so many things underlines its importance. Web 2.0 encapsulates everything about the next generation of the Internet, which is best approached by breaking it down into four complementary pillars: social models that describe how people will use it, content models linked to the type of content produced and how it is consumed, and then the technologies that will support it and the business models that will profit from it.

This report is an all-encompassing analysis of the social networking market, with case studies and forecasts for the addressable market.

Among the Key messages are:

• Web 2.0 means many things, but there are four essential pillars
• User-generated content and social networking are key characteristics of the Web 2.0 world
• But beware of the Web 2.0 hype
• Mash-ups present a good opportunity for traditional content providers
• Social networks are more than joined-up blogs
• Be careful not to over-commercialise social networks
• The big guys need to stay big or get bigger
• UGC and social networks will continue to morph

• Social networking in the Web 2.0 world
  • Key messages
  • The meaning of Web 2.0
  • UGC and social networking: the transition from Web 1.0 to Web 2.0 content
  • User-generated content and social networking
• Characterising social networks
  • Key messages
  • The elements of social networks
• Social networking and end users
  • Key messages
  • Users take control, for better and for worse
• Strategies for service providers
  • Key messages
  • Value-added broadband providers
  • Providers of services over the Internet
  • Mobile operators
• Making money from social networks
  • Key messages
  • Revenues from advertisers
  • Revenue from end users
  • Additional business models for social networking
  • Close up on advertising
• Where next for social networking?
  • Social networking: is a backlash on the way?
  • Future developments
• The addressable market
  • Broadband subscriber forecasts
  • 3G connection forecasts
• Case studies
  • Banner Corporation
  • Cyworld: social networking in Korea
  • Dogster: social networking goes narrow and deep
  • Windows Live Spaces: Microsoft builds buddy lists into a social network
  • AOL: 'the original social network'
  • Piczo: keep social networking safe
  • BT PodShow: partnering for UGC
  • Second Life
• Table of figures
  • Figure A1 The components of Web 2.0
  • Figure A2 Web 1.0 and Web 2.0 content and social models
  • Figure B1 What do people do on social networking sites?
  • Figure B2 Three variations on the social networking business model
  • Figure B3 Social networking is a new way to package old activities
  • Figure B4 Microsoft: the effect of Messenger integration on Spaces uptake
  • Figure C1 The balance between freedom and control is hard to get right
  • Figure C2 Social networks are being pulled in different directions
  • Figure E1 Top online sites by genre where adverts were placed, 15-21 January 2007
  • Figure G1 Global residential broadband subscribers
  • Figure G2 Residential broadband subscribers
  • Figure G2 Residential broadband subscribers continued
  • Figure G3 Global 3G connections
  • Figure G4 WCDMA connections (000s)
  • Figure G4 WCDMA connections (000s) continued
  • Figure G5 CDMA2000 1XRTT connections (000s)
  • Figure G5 CDMA2000 1XRTT connections (000s) continued
  • Figure G6 CDMA2000 1XEV-DO connections (000s)
  • Figure G6 CDMA2000 1XEV-DO connections (000s) continued
  • Figure H1 Cyworld Mini Homepy service model
  • Figure H2 A front page of Cyworld 'Mini Homepy'
  • Figure H3 The Cyworld revenue stream through 'Dotori'
  • Figure H4 The products and prices of Cyworld Mini Homepy
  • Figure H5 Cyworld milestones
  • Figure H6 Cyworld subscriber trend
  • Figure H7 Pages viewed per month in Korea
  • Figure H8 Monthly unique users of messenger services
  • Figure H9 The viral effect of Messenger integration on Spaces uptake
  • Figure H10 Piczo microsite content for Nintendo's Wii product launch
  • Figure H11 Sample Second Life resident avatars