1. Information Rules: A Strategic Guide to the Network Economy Part II The Information Economy Indra K Maharjan

2. Information Rules Summer 07 2 Century ago The world become smaller. Rapid communication technology Unprecedented scale of economics. Built vast empires. Great fortunes, Monopoly. Government interruption.

3. Information Rules Summer 07 3 Now Technology changes but economic law does not. Focused on trees of technological change, fail to see forest. Success and failure E.g. Netscape, software and hardware. System

4. Information Rules Summer 07 4 Information Anything that can be digitized: encoded as a stream of bits. –Text, images, videos, music, etc. –a.k.a. content, digital goods Unique cost characteristics Unique demand characteristics Value: entertainment, business

5. Information Rules Summer 07 5 Cost structure Expensive to produce, cheap to reproduce High fixed cost, low marginal cost –Not only fixed, but sunk –No significant capacity constraints –Customer value, not production cost. – Particular market structures Monopoly Cost leadership Product differentiation (versioning)

6. Information Rules Summer 07 6 Rights Management Low reproduction cost is two-edged sword –Cheap for owners (high profit margin) –But also cheap for copiers Maximize value of IP, not protection Examples –Library industry –Video industry

7. Information Rules Summer 07 7 Consumption Characteristics Experience good –Browsing –Always new –Reputation and brand identity E.g. Kantipur

8. Information Rules Summer 07 8 Economics of attention Overload – Economics of attention –Herbert Simon: “a wealth of information creates a poverty of attention” –Locating, filtering and communicating – Hotmail example – Broadcast, point-to-point, hybrid –Web servers-behavior of customers

9. Information Rules Summer 07 9 Technology Infrastructure to store, retrieve, filter, manipulate, view, transmit, and receive information As BOTTLE is to WINE. Adds value to information by making it more accessible. –Web = 1 terabyte of text = 1 million books –If 10% useful = 1 Borders Bookstore –Value of Web is in ease of access Front end to databases, etc. Currency

10. Information Rules Summer 07 10 Systems Competition Microsoft-Intel: Wintel –Intel Commoditize complementory chips –Microsoft Commoditize PCs (ISVs, OEMs) Apple –Integrated solution –Worked better, but lack of competition and scale led to current problems

11. Information Rules Summer 07 11 Lock-In and Switching Costs Example: Stereos and LPs –Costly switch to CDs Systems lock-in: durable complements –Hardware, software, and wetware –Individual, organizational, and societal

12. Information Rules Summer 07 12 Network Effects Value depends on number of users Positive feedback –Fax (patented in 1843) –Internet (1980s) Indirect network effects – Software Expectations management –Competitive pre-announcements

13. Information Rules Summer 07 13 Compatibility Examples –Beta v. VHS –Sony v. Philips for DVD Role of 3rd parties Read v. write standards Backwards compatibility? –Windows 95 –Windows NT

14. Information Rules Summer 07 14 Basic Strategies Go it alone Partnerships (Java) Formal standard setting – Widespread use – Licensing requirements Competition in a market or for a market?

15. Information Rules Summer 07 15 Policy Understand environment IP policy Competition policy – Regulation – Antitrust Electronic commerce – Contracts – Privacy

16. Information Rules Summer 07 16 Information is Different… but not so different Key concepts –Versioning –Lock-in –Systems competition, –Network effects

17. Information Rules: A Strategic Guide to the Network Economy The Information Economy Carl Shapiro Hal R. Varian