How to Monetize the Net without Advertising
Wharton Alumni Affairs is excited to be launching a new lifelong learning series exclusively for our Wharton alumni community. Throughout the 2010-2011 Academic Year, the School will host four live webinars with Wharton Faculty on relevant and timely topics.
Please note: this event is SOLD OUT!
On October 26, 2010, Professor Eric Clemons will discuss How to Monetize the Net without Advertising. Through October 12th, registration will be open EXCLUSIVELY to members of the Wharton Global Clubs Network. If you are not already a member of our Club, we encourage you to join the club and take advantage of this benefit to our club members.
In order to register, please follow this link: http://www.whartonisrael.com/article.html?aid=159
If you are interested in signing up for this webinar, please use your membership login and ID to register for this event. Alumni Affairs will send out a link to the webinar to all registrants 24 hours prior to the webinar.
Tuesday, October 26, 201012:00 p.m. – 1:00 p.m. EST
Professor Eric K. Clemons, Professor of Operations and Information Management
Monetizing the Net: Creating Profits Through Anything but Advertising
To date, almost all attempts to monetize internet applications targeted at individuals have focused on natural extensions of traditional media or of traditional retailing. Most are either some form of consumer-focused advertising or of consumer-focused e-Commerce. And yet the net is far more powerful than traditional media on the one hand, and far more liberating and thus inappropriate as an alternative to traditional advertising on the other. Use of the net as an advertising medium not only does not play to the internet’s fundamental strengths, but actually attempts to work in an area where the internet is surprisingly inappropriate. The success of search, deliberately mislabeled as a form of advertising, provides a bright spot, there are to date very few online blockbuster revenue models. While online firms based upon advertising may not always be appropriate, there are numerous other potential online business models. We will explore eight such areas and review current experience with them. We will conclude with strategic recommendations for corporations as well as with suggestions for further investigation.
Eric K. Clemons (firstname.lastname@example.org) is Professor of Operations and Information Management at the Wharton School of the University of Pennsylvania. His education includes an S.B. in Physics from MIT, and an M.S. and Ph.D. in Operations Research from Cornell University. He has been a pioneer in the systematic study of the transformational effects of information on the strategy and practice of business. His research and teaching interests include strategic uses of information systems, the changes that IT enables in the competitive balance between new entrants and established industry participants, transformation of distribution channels, the structure and governance of the IT functional area, and the impact of IT on the risks and benefits of outsourcing and strategic alliances. Industries of focus include international securities markets and financial services firms, consumer packaged goods retailing, and travel. He specializes in assessing the competitive implications of IT, and in managing the risks of large-scale implementation efforts. More recently, he has begun studying blogging and social media and the challenges to applying current antitrust law to online business models.
Dr. Clemons is the founder and project director for the Wharton School’s Sponsored Research Project on Information: Strategy and Economics within the Program for Global Strategy and Knowledge Intensive Organizations. He participated in the World Economic Forum in Davos, Switzerland in February 2009. He is currently a member of the editorial boards of the Journal of Management Information Systems, The International Journal of Electronic Commerce, and Electronic Commerce Research and Applications. Dr. Clemons has 36 years’ experience on the faculties of Wharton, Cornell, Harvard, the Indian School of Business, and Singapore Management University, and consulting experience in the private and public sectors both domestically and abroad.