A Fee-Based Twitter Is No More Ideologically Pure Than An Ad-Supported Twitter
techdirt.com
techdirt.com
In the fee-based model, the needs of the following must be met: (1) the company, (2) the users.
In the ads-based model, the needs of the following must be met: (1) the company, (2) the advertisers, (3) the users.
By removing the advertisers from the equation, a lot of resources are freed up to address the needs of the other two parties. It's kind of strange to say that "the company" is a party being serviced in this manner... they're asking for cash, and people are giving it to them for a service. Yes, they have needs that require resources (think administrative assistants, HR, sales, etc), but these people all exist to help service the user. To that extent, the majority of the company is now existing to create a better experience for the user. Their argument is that this is significantly superior to the model where a significant portion of the company exists to service advertisers, and not benefit the end user.
If I'm selling you a bike, and I also tell you about a good deal on bike insurance you can get, then I'm advertising at you. Maybe I get a cut of the insurance premium. BUT, I'm also adding value for the customer. It's a mutually beneficial transaction.
I know it's blasphemy to claim that advertising is sometimes pretty damn useful around these parts, but the fact is, it is useful for users just as much as it's useful for companies in search of revenue.
edit: Has no one here ever clicked on a sponsored result in google? If not, bear in mind you're the exception rather than the rule.
If I'm buying a bike then I either already have a helmet, or already know I need to buy one. So what value is the ad providing?
I'm not going to blindly purchase something without doing at least a little research (to check prices, at the very least), so the ad is just getting in the way and wasting bandwidth.
Every other homo sapiens sapiens finds it difficult to stay abreast of all the submarkets he/she participates in. They spend their mental energies on other things, or simply don't care to research products costing under some threshold.
For example, I consider myself very savvy at computer purchases. However, I really can use guidance in purchasing power tools as I'm not a frequent user. In fact, I really wouldn't be surprised to learn that of the existence of entire categories of power tools. Just because I'm not seeking them out doesn't mean I couldn't use them around the house. Oh, and I don't really want to spend a lot of time researching them because I actually do have better things to do. Also, I freely admit that I have never researched tape; the benefits of one vs. the other are a topic of which I am wholly ignorant at the moment. (Obviously you are not possessed of such an ignorance.)
For the homo sapiens sapiens other than you, sometimes a little nudge is actually mutually beneficial. An ad might make us aware of a product category, or an upgrade to an existing category that makes it more useful to us. All of these might make us do more research, or simply go buy something.
The one area where I see advertisements providing value to those viewing them is in search and search-like contexts. In user testing, one of my colleagues was having a guy go Google searches for particular products. The guy said, "I'll tell you a secret. I ignore the stuff on the left. The really good stuff is in blue on the right."
But everywhere else, the purpose of the ads is to distract you from whatever you're trying to do. Which is a real struggle for Facebook; gossip is so much more interesting then your average ad that their click-through rates are terrible.
For example, I click quite frequently on Google Ads in my search results, because the ads are related to my activity.
On the other hand, I never click on Facebook ads, because a) they look ghetto/sleazy, b) they never provide any useful content related to my interests.
I agree. I've never clicked on a facebook ad either. They seem scammy to me. Advertising on social media is far harder than on a site where you have some indication of intent.
It's mainly an arms race to distort natural market outcomes. Coca Cola doesn't spend over a billion dollars a year advertising because they want to make you aware of some new fact. They just think they can make much more than that billion back by manipulating you.
Advertising is there to make sure you're aware of something. It's telling you "Hey! There's this product/movie/service etc that you might not have known about".
I find advertising extremely useful to know about new things.
I'm not sure what conspiracy you think I'm suggesting. There is nothing particularly hidden about what advertisers do. Go talk to people who have made ads for a living. Or take a media literacy course. Heck, go watch the Superbowl beer commercials and tell us what novel product information is being conveyed there: http://dailycaller.com/2011/01/27/top-10-super-bowl-beer-com...
A major target market for alcohol is those either underage or just starting drinking. Habits and personally preferences are frequently set very early on - Superbowl beer commercials may be designed for press, but a significant bulk of advertising money is spent by beer companies to convince people who have just started drinking that their brand is the right brand.
Besides, if advertising didn’t exist or was illegal or something, couldn’t we just create a webapp to let people exchange information about interesting products and services and that would be the end of that problem. No need for information about products and services to be so pervasively integrated into every nook and cranny of our society.
You talk about one's psychology as if it's something separate that you can choose to act upon or not. That's a false split; one's psychology is the mechanism that does the choosing. That is what is getting manipulated for profit.
As far as I know, it's just another business expense, which means you deduct it from your profits. Coca Cola paid about 17% in taxes for 2010 [1], so if you squint hard enough I guess you could look at it as a 17% subsidy. But since that's true of any reasonable business expenditure, I don't see it as a significantly distorting incentive.
[1] http://www.stock-analysis-on.net/NYSE/Company/Coca-Cola-Co/F...
On my social networks (Path) - my intent is to see what my niece is up to, what my friends are doing, and what my mother's latest project is.
It is not (and never has been) to "Find a Female Friend in Redwood City", or, "Check out the Kmart Special".
It is this disconnect between intent and ad-presentation that makes the pollution of the twitter feed so offensive.
It's similar to the debate about customer support as an avenue for sales or as an expense. The business's incentive is to provide the worst customer support it can without making users drop the service.
Another example would be video games and DLC. Companies can wall off features that should be "in the game" and force their customers to pay extra for it.
I don't necessarily buy his argument, but it's not entirely black and white.
The reason App.net is more trustworthy is because its founding principles are a direct response to this existential threat of advertising dollars subverting the platform. The paying users part is merely the explanation of how to make this company work, not the guarantee that they will do no wrong.
But of course, that's not what App.net is going after. That is what I think would be a lot better. Or maybe an industrial Facebook-ish server, too. Would be helpful to run in-house in giant organizations, I bet.
And Point 2 is pretty bad as well. Yes, you can't degrade the service so badly that users leave. But you can still degrade the service to a certain extent. Since the users aren't paying anything for it, they don't expect much more than $0 worth of value from the service. So you can end up with a pretty bad user experience in the name of satisfying your advertisers.
How about an open-source Twitter-like service that can run on your own server and federate with others? http://www.Status.net has offered this for several years now and they have done an outstanding job of creating a free and open alternative for status-feed based communication.
Look at Comcast, one of the most hated consumer companies, it charges for service but its interests are not aligned with its customers because it operates regional monopolies so their interest is in extracting as much money for as little service as possible from the locked-in users.
Compare with Apple, it operates in the highly competitive consumer electronics industry and that helps make it a world leader in customer satisfaction.
Now look at American mobile phone service operators. There exists a decently competitive market with 4 main companies, but the standard 2-year contract lock-in means all the competition happens mostly at customer acquisition where you see big deals on discount phones. But after the customer is locked-in they operate more like monopolies with hidden charges and poor service.
As for social networks, the network-effect lock-in is a huge impediment to good market competition. Once someone has their social network in place it makes it very difficult to switch. So I would think the incentives are more similar to the mobile phone market, pro-consumer at acquisition and then not so much afterwards.
If I am wrong about what it would take to be ideologically pure according to Mike Masnick, well, chalk it up to the fact he never saw fit to spell it out.
I could pick further, but it's so mushy there's hardly any point.
You should let people follow anything they want for free, but if they want to turn on the ability to publish content into the service, then they pay
Because selling your personal details is a (relatively) invisible intrusion (unless the provider really screws up, ala Beacon) - there is a significant cost to the user (that cares about privacy) that is not visible to them. App.net is aligned only with the users from that position. There is _no_ incentive for them to resell their user's private information.
With regards to advertising - clearly that has to do with your pain points regarding advertising. We've heard lots of feedback from people who say they don't mind the advertising on Facebook, or twitter. These people also might even watch commercial television.
For those of us who stopped watching commercial television a decade ago (before "cutting the cable" was in vogue), who run ad-block religously, and are offended by "kmart specials" appearing in our twitter stream - we clearly have already reached our pain point, and are looking for something new.
For those people - App.net will be a consistent, long term, ad free, communications infrastructure.
There may only be 10,000 or so people there, and the other 5million (50 million? 500 million?) people may be on twitter. But, unlike Facebook, where it's important that all of your high-school friends, ex-girlfriends, aunts, nieces, classmates, and party-goer-chums are on the same site - I'm quite happy to leave them all behind and follow a small core of interesting technical people without distraction.
I know you'd be okay with it but so far, we don't have much from them stating the same. The default of course is that a service that peeks at 10,000 users is headed to dead pool. This is a bit different with 10K paid users but that is still not much in terms of providing financial security to the company to not require funding or other creative ways to monetize.
So my question is simple to app.net folks: if two years from now your service has 10,000 paid subscribers AND you know that that is the peak, will you be content running the company?
This is entirely dependent on opportunity cost--ie, whats their take-home pay, and whats the real commitment?
I'm a relic though - I make a lot of use of skype-chat/AIM/SMS/iMessaging for my DMing - very little goes through @messages on twitter. For those who do all their messaging on twitter, broad uptake might be more important.
I'm hoping that App.Net establishes an equilibrium somewhat similar to to http://en.wikipedia.org/wiki/The_WELL - in which a dedicated paying community of 5,000 to 10,000 is more than enough for viability - particularly as I think this 5-10K users will be among the most interesting on the internet, and will almost certainly avoid the "September Problem."
Regardless - it's something new, with a working Alpha, with an API, and an interesting group of people, lead by someone with a track record of Getting Things Done. The next year, at the very least will be interesting.
The incentive is whatever someone else would pay for it. That may not be worth much currently compared to getting to claim to be above all that, but is your information permanently safe there? Do you trust that App.net will always be managed by the same people in the same way? I haven't seen this addressed much by proponents of the "be the customer, not the product" mantra. It would be very easy for someone to be both a customer and a product.
A practical example: let's say I run a cooking website, where users log in and share recipes, vote and comment on them etc.
I (the site owner) store your votes, and comments, as well as track what recipes you view.
From this I (still the site owner) can learn things about you. If you're always viewing lots of chicken recipes, I an make the assumption you're a fan of chicken. I can also note that the recipes that you view and like are "upper class", requiring expensive ingredients.
Now an advertiser for a large Chicken producer could come to me, and want to advertise its new Free Range chickens. They (the advertiser) asks me to display an ad for all people who like chickens and like expensive tastes. So I (the site owner) do this, and you (a user) see the ad.
At no point has the advertiser learnt anything about my users, or had any direct knowledge of my users and their preferences. It's a completely one-way transaction.
So if I was writing a recipe website and I wanted to fund it with advertising, that's how I'd do it. I'd probably give some kind of iTunes dynamic playlist / email filter style UI where you get to pick the types of people your ad gets seen by, but at no point would the advertiser actually learn anything about those people.
Is this still considered "selling your personal details"? Or are companies like Facebook and (presumably) Twitter actually essentially handing over their DBs?
"A free-based service, supported by advertisers, has tons of incentive to keep its users just as happy as a fee-based service. Why? Because if it doesn't, people go elsewhere and the advertisers go with them."
For the average consumer internet site, happy users does not equate to happy advertisers. As Facebook shows, you can have "happy" users -- in that they don't leave -- but create a dismal product for advertisers. They cannot optimize for advertisers without compromising the user experience. App.net will never need to optimize for advertisers, so they can focus completely on the user experience, or platform experience.
Edit: Removed quote from code block. PG - Markdown parser?
Everybody should be looking for ad-free ways to support their services.
If you are not paying for something the provider has incentive to sell your data, not so much if you paid for it. Example: I'm currently on a free Dropbox account simply because I don't need much storage. I would love to pay for the option to have my files encrypted. This would mean that Dropbox can't save space, thus it's alright I should pay for that.
After I read that, I didn't need to read anymore.. I, and I presume many others, are perfectly alright with the idea of giving money to a company that is providing a worthy product or service in return. I understand that it costs money to make a good product or to provide quality services of any kind.
Of course more users want free services, but that doesn't mean that some users don't want a premium service, and more importantly, that those users don't add a disproportionate amount of the network effect value to a microblogging service.
^ And that is hardly the only project, and it could use improvements like everything, but it's one that surprised me when I first heard of it, because it really does a lot and, well, nobody ever mentions it..!
One link of note, not that much there yet but surely something I will watch eagerly: http://www.w3.org/community/fedsocweb/
If you wanna do it right, do it right.
I have to agree with you though. This may be more than <insert weekend project> we always hear about, but not _much_ more. I'd imagined the product would be mostly built already.
Maybe they wanted an injection of cash before getting a handful of servers, and we should see everything up and running within the week.
Maybe they think they need to be Twitter-sized day one, which would be a mistake on their judgement.
$50 is a lot of money. Why don't funders get an account?
That doesn't sound like, "You get a year of service."
$100+ accounts are for developers & access to APIs.
They're pretty snappy at responding too. They took less than five hours to activate me on Sunday.
What do you mean? I paid the $50 and now I have an account.
There was an email a week or so ago talking about the launch of Alpha which said to let them know if you want to log in. I replied saying I backed them and would like to log in, and they set me up.
Maybe that was a one-off thing? In any case, it's pretty slick and I'm happy to be on it.
(1) No. In fact, this does make the user the customer, as opposed to free models that make the user the product. If the user is the customer it does impose somewhat of a guarantee that product development will be oriented around the user.
(2) Also no. Everyone by now knows that the value of a network increases very rapidly as a function of its users. Or, put another way, switching costs go way up. Knowing this, it doesn't take a PhD in Game Theory to realize that one potential strategy for a network like Twitter to stay free and attempt to achieve "lock in" (very high switching costs), and then impose tangential costs on the user (shitty advertising) that are less than the switching costs.
However, what bothers me most about this article is that it's so black-and-white, alluding to the existence of only two pricing models out there: Ads or money up-front. No where does this article mention the possibility for a VRM-based (http://cyber.law.harvard.edu/projectvrm/Main_Page) revenue model, attribution-licensing model, etc.
[sad panda]
Although I think they are running ads in some markets... Guess they couldn't survive on the no ads model and are going hybrid?
Ads-based twitter → fee-based app.net → social cord cutters
By this standard, aren't the goals of every party in a transaction where money changes hands "diametrically opposed?"
Apparently the author finds the notion of a fair-value exchange impossible to understand.
"First off, App.net's interests are not economically aligned with its users. It wants money from those users, and all things being equal, those users want to keep their money. So their goals are actually diametrically opposed."
I would bother with an introduction to the fundamentals of how economic exchange work.. but I honestly believe this was written with so much foaming froth on the lips of the author that he cannot possibly see sense enough to understand reason.
I hope he got the jacked up page view count he was hoping for.
Well, no. Those users want a service. Nobody coerces anyone into giving App.Net money, so those paying users actually don't want to keep this amount of money, in exchange for the service.
> A free-based service, supported by advertisers, has tons of incentive to keep its users just as happy as a fee-based service.
But for that it has to show ads, and the business is then to show ads in the most efficient way possible, which has a number of consequences we can readily witness today.
How much good feeling does each party how? Can the user say that they feel good about using the service, is the service provider satisfied with how the transactions lay?
With Facebook and twitter some people, users and advertisers alike, don't feel enough profit from the service. Maybe with App.net they will.
If it turns out that the price charged is insufficient to maintain the service, I'd expect them to raise the price. The alternative is for the service to not exist, taking as an axiom an ad-free service.
Look at HBO, because they're not beholden to some lowest common denominator PC/right-wing/hypocrite relifreak agenda they produce awesome content. It's not a coincidence.
In the real world, things cost money for businesses to stay open and sustainable.
I'll say it again, in a free system, we are the product that's sold to advertisers.
If I had to pick one, I'd like to be able to pay for such an experience. It's preference and I look forward to seeing how it goes.
Someone using a free service is a user, they may not necessarily pay.
Didn't mean to come across as underestimating human generosity, I very much believe in keeping kindness, goodness and giving fashionable, but in money, the context of a business, is largely it's bloodflow.