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Strategy: Turn Your Users Into Your Platform

kidmercury | 02 March, 2006 12:11

MIT Advertising Labs notes that Current.tv is now incentivizing its users to create advertisements for companies looking for online video ads. This is the kind of thing that is a natural manifestation of declining costs of production and declining costs of coordination. It's also an example of a company turning itself into a platform by focusing on making connections between parties. Platform businesses -- Google, eBay, Monster -- will end up dominating every industry online. (Incidentally, this is a big point that Apple is missing, and why, as Clayton Christensen said, the firm will end up being a niche player).

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