Quick Summary: In today’s attention-scarce economy, where freebies have become the cost of entry, enterprises need to strike the right balance between giving away freebies to get attention and retaining the ability to eventually monetize the attention.
This post was inspired by a thought-provoking post by Piers Fawkes on free versus paid social networks (via Valeria Maltoni). Piers compares his experiences with a not-for-profit (Likemind) and a for-profit (The Purple List) social network and concludes that –
To leverage the opportunities that digital connectivity has fueled a company should be a 50/50 corporation. 50% about being social, 50% about making profit.
In our attention-scarce economy, consumers demand freebies in exchange for their attention. Enterprises give away freebies in the form of free content, or, in some cases, even free products, in the hope that they will get their customers’ attention, build lock-in, and eventually charge for value-added services. In an earlier post, I have called this trade-off the economics of free –
Therefore, Piers’ idea of the 50/50 Enterprise itself is not new. What is new is his insight that unless you decide upfront, and let your customers know upfront, that your enterprise has both free and paid elements, you may not be able to charge for the paid elements.
