The rise of social networking: trends, challenges and strategies

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.


Report Highlights

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A) 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

B) Characterising social networks

Key messages
The elements of social networks

C) Social networking and end users

Key messages
Users take control, for better and for worse

D) Strategies for service providers

Key messages
Value-added broadband providers
Providers of services over the Internet
Mobile operators

E) Making money from social networks

Key messages
Revenues from advertisers
Revenue from end users
Additional business models for social networking
Close up on advertising

F) Where next for social networking?

Social networking: is a backlash on the way?
Future developments

G) The addressable market

Broadband subscriber forecasts
3G connection forecasts

H) 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

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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

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