SCRABULOUS AND THE NEW SOCIAL OPERATING SYSTEM: HOW 토토사이트 가입 불법 GAVE BIRTH TO AN INDUSTRY
From Knowledge at Wharton
Most industries do not begin on a single day, but it's easy to see 토토사이트 가입 불법 CEO Mark Zuckerberg's presentation on May 24, 2007, as the starting gun in an entrepreneurial race that some have dubbed "the 토토사이트 가입 불법 Economy."
On that day in May, Zuckerberg announced that the privately held social networking site he founded in 2004 would open to third-party developers, transforming itself from a popular Web site to a platform on which other businesses can operate. Eight months later, more than 14,000 applications from third-party developers are live on 토토사이트 가입 불법, allowing users to do everything from flirt to browse for books. The most successful are raking in profits from ad revenues.
Is 토토사이트 가입 불법 becoming the social operating system of the Internet, poised to support a whole new generation of businesses? Or is this new industry of applications leaning too heavily on the quixotic popularity of a single Web site?
For the moment, 토토사이트 가입 불법 is "king of the hill" as a social networking platform and will be for some time. While MySpace is bigger, it has not yet opened to third-party developers (although owner Rupert Murdoch has announced intentions to do so).
What makes 토토사이트 가입 불법 attractive as a platform for businesses is obvious, says Kendall Whitehouse, senior director of IT for Wharton. "It brings in this huge audience from the get-go and you have a built-in infrastructure (for online interactions), so you get the network effect in spades." The payoff for 토토사이트 가입 불법? Rich interactive content that keeps eyeballs on the site, and an entire world of developers competing with each other to create newer and better applications, says Whitehouse.
With the floodgates now open to developers of every stripe, from 토토사이트 가입 불법-addicted teenagers to major public companies, entrepreneurial excitement is reaching a fever pitch.
There's no doubt that 토토사이트 가입 불법's platform, known as "f8," has spawned a fledgling industry, says Peter Fader, a Wharton marketing professor.
Jayant and Rajat Agarwalla are typical in many ways of 토토사이트 가입 불법 entrepreneurs. The Kolkata, India-based brothers first created a Web site for playing an online version of the word game Scrabble several years ago "just for the love of the game," says Jayant. The Web site attracted about 3,000 regular players. When an American user suggested the brothers launch a 토토사이트 가입 불법 version of the game, they spent 10 days cooking up the application and then launched it in July 2007.
With this small investment, the brothers were suddenly owners of one of 토토사이트 가입 불법's biggest hits: Scrabulous. As of late January 2008, more than half a million 토토사이트 가입 불법 users play Scrabulous daily, with four times that number having added the application to their 토토사이트 가입 불법 profiles. Because third-party developers can keep all the revenue they generate, the Agarwallas are currently pulling in about $25,000 a month from advertising, according to Jayant, resulting in a "decent profit" after expenses like hosting, labor, and server costs.
But the Agarwalla brothers may become victims of their own success: In mid-January, Pawtucket, R.I.-based Hasbro, which holds the Scrabble trademark in the U.S. and Canada, asked 토토사이트 가입 불법 to remove Scrabulous because of copyright infringement.
The Agarwallas' entree into viral superstardom demonstrates the business opportunities inherent in the 토토사이트 가입 불법 platform, according to Wharton's Whitehouse. Launching an online application is "not like cranking up a manufacturing plant," he says. "The barriers to entry, while not trivial, are relatively low -- basically the cost of a clever programmer's time."
"토토사이트 가입 불법 has created value for the product in a way Hasbro would have never thought of doing," says Wharton's Fader. "Hasbro's challenge is to call off the lawyers, do better business development and come up with an online version of the game people will like even better."
Because the majority of 토토사이트 가입 불법 application developers are individuals or small companies, major companies "who are used to hiring ad agencies with $100 million budgets are only now just beginning to work with microdevelopers," says Rodney Rumford, CEO of Gravitational Media. A few major brands have made it big on 토토사이트 가입 불법, like Red Bull, the energy drink produced by Austria-based Red Bull GmbH, whose 토토사이트 가입 불법 application "Roshambull" offers an online version of the classic children's game "Rock-Scissors-Paper."
But many more major brands may be falling behind. Rumford's Gravitational Media launched a greeting card application on 토토사이트 가입 불법 as a lab experiment, to give its programmers a chance to play around with the f8 platform. "We didn't intend to make any money on it, but now we're beating out Hallmark's application by 10 to one," says Rumford.
In spite of such tremendous growth for application superstars, Kevin Werbach, professor of legal studies and business ethics at Wharton, asks whether the 토토사이트 가입 불법 economy will remain on a micro-level for some time to come. "If you are starting a business that needs only a small revenue stream to support a few people, you can do that on 토토사이트 가입 불법, but to build a business that would become a public company, valuable enough to be a major acquisition -- it's not clear today there is enough opportunity," says Werbach.
Those bullish on the 토토사이트 가입 불법 market predict that people will conduct more and more of their online lives through social networking venues like 토토사이트 가입 불법.
"The apps currently on 토토사이트 가입 불법 only scratch the surface of what's possible," writes Salil Deshpande of the Menlo Park, Calif.-based Bay Partners venture-capital firm. Deshpande, together with colleague Angela Strange, created AppFactory, a fast-track venture capital fund targeted solely at 토토사이트 가입 불법 application developers.
One key to scaling up the industry is "interoperability" among social platforms. With 토토사이트 가입 불법 taking the lead, industry participants called on other social networks to make their platforms compatible with 토토사이트 가입 불법's so that developers can deploy their applications on multiple platforms with a few clicks. Such compatibility may be essential for application developers to break into non-U.S. markets where 토토사이트 가입 불법 is a less-known quantity.
For the moment, however, Wharton's Fader sees 토토사이트 가입 불법 commanding a mass market in a way traditional forms of media no longer do. "Even TV does not have the same level of engagement. Right now, 토토사이트 가입 불법 is unique."
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