让Web2.0成功商业化

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原文: Making Web 2.0 Commercially Successful

 Following up on this weekend's mainstream media discussion of Web 2.0 being a better, healthier boom than the original dot-com speculation frenzy, I've had some time to reflect on the ways that Web 2.0 software can be commercially successful. Certainly, the most popular model for most Web 2.0 startups themselves is through mergers and acquisitions. In this model, you typically build a successful service with a unique identity, some hip attitude, and attract a large user base and as long as you've done it cost effectively, the attention base of your users alone probably pays for the acquisition in the eyes of the buyer.



But once acquired, how can you stay commercially successful using Web 2.0 ideas? Sure, Google, eBay, and iTunes have shown it can be done, but knowing all the workable routes is important, especially if you significantly depart from the proven advertising model of Google or the pay-per-use models of eBay and iTunes. I think the answers to this question will be fascinating. And having the various pathways to commercial success explored is one of the remaining big stories to be written about Web 2.0.

ZDNet's Phil Wainwright recently laid out the most common approaches to generating revenue from on-demand software services. What he lists are the major revenue models generally open to the kind of software services that commercial Web 2.0 companies will offer.

This just identifies the ways you can gain financial remuneration for your services though. Being successful in the Web 2.0 era is about more than just generating net revenue. It's about keeping your market share. To stay successful you have to maintain critical mass so that your continually contributed and enriched data stays better than the next person. It's about having the best content and functionality on the Web, and ensuring it stays that way. And that's where the next important ingredient to commercial success comes in. As I see it, there are (at least) four ways to have content and/or functionality that no one else has. These are patented techniques, hard to recreate data sources, copyrighted content, and secret formulae.


If you look at the big players in the Web 2.0 world, they have one or more of these mechanisms in place to keep you using their service. This might be iTunes with its music and video library (copyrighted content), Google with its closely held best-of-breed search index (secret formula and patented techniques) , or del.icio.us with the best bookmarks on the Internet (hard to recreate data sources). And for now, with open source databases like Wikipedia pounding the daylights out of copyrighted sources, you can bet that patents will become an increasing factor in the Web 2.0 world. Just like each of the big computer revolutions in the 1980s and 1990s ended with massive legal battles over who really created the best ideas, you can virtually count on Web 2.0 shaking out in the next five to ten years with battles over the legal protections established around the content and functionality of the dominant Web 2.0 players.

In fact, patents are now understood to be an integral part of a company's intrinsic worth and the issues surrounding software patents in particular are growing as the number of software patents granted has skyrocked in recent years. Expect that many players may establish and keep their dominance through use of patented capabilities and the resulting disputes will likely be a feature of the Web 2.0 revolution end-game.

What do you think? Will Web 2.0 companies have to resort to patent protections to achieve lasting success?

译文: 让Web2.0成功商业化

    从这周末的主流媒体讨论可以看出，比起原先疯狂投机的“.com”域名，Web2.0在更好的、更健康的繁荣兴起，我花些时间思考了Web2.0成功商业化的方法。当然，大多数Web2.0通常采用合并和收购的模式起家的。在这种模式下，通过那些独一无二的，炙手可热的特性，吸引大量的基础用户来构建一个成功的服务，这样你所投资的就物有所值，而且基础用户对你的关注程度也会吸引买家的眼球。




    但是人人所知的，你如何使用Web2.0的观念来获得商业成功呢？确实，Google、eBay，还有iTunes显示出他们可以成功的能力，但是知道所有可行的方案还是至关重要的，尤其是你模式完全不同于Google的广告模式或eBay和iTunes的付费使用的模式。这个问题的答案是令人着迷的。探索各式各样通向成功商业化道路也就是关于Web2.0诸多故事中的重要的一篇。


    ZDNet的Phil Wainwright 目前列出了从随选软件服务中产生收入的通用方法。他所列举的主流盈利模式，通常都是商业化Web2.0公司提供的软件服务。


    这些仅仅指出如何针对你提供的服务来获得商业利益的方法。在Web2.0时代，获得成功不仅仅靠网上收入，你得分享你的市场。保持成功你还需要留住无比重要的用户，这样你才可以继续获得投资，丰富你的数据，保证比后来人作得更好。还需要在网上提供最好的内容和功能，并能坚持下去。而且这也是商业化成功需要面对的下一个重要的因素。如我所悟，至少有4种方法让你的内容或功能与众不同。那就是专利技术、难以再生的数据资源、具有版权的内容，以及机密的程式。

 



    如果你看看Web2.0世界里的大腕儿，他们都或多或少的具有这些机制，使你一直使用他们的服务。iTunes的音乐和视频库（具有版权的内容）、Google的搜索引擎（机密的程式和专利技术）、或del.icio.us提供internet上最好的书签（难以再生的数据资源）。而眼下，像Wikipedia使用开源数据库不再局限于具有版权的资源，你可以预计在Web2.0世界里，专利将会变成一个愈来愈重要的因素。就像发生在80年代和90年代末的每个计算机的大革命，没完没了的法律争斗来证实到底谁想出了最好的点子，你可以目睹Web2.0将在未来的5年到10年内关于内容和功能的合法保护发行版权上Web2.0大腕儿们的争斗。


    实际上，专利现在被理解为一个公司固有价值的一个完整部分，而且在近几年由于大量软件专利授权的节节攀升，软件专利法案成长得特别快。如果诸多玩家通过使用专有的技术来并巩固他们的霸主地位，那么这场争夺的结果将很有可能终止Web2.0的革命。


    你如何认为呢？Web2.0公司会采取专利保护手段来获取长久的胜利么？

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