Net worth : shaping markets when customers make the rules / John Hagel III, Marc Singer.

Format:

Book

Author/Creator:

Hagel, John.

Contributor:

Singer, Marc.

Language:

English

Subjects (All):

Infomediaries.

Consumers--Information services.

Consumers.

Privacy, Right of.

Online information services.

Physical Description:

xx, 313 pages : illustrations ; 24 cm

Place of Publication:

Boston : Harvard Business School Press, [1999]

Summary:

Until now, consumers have watched big businesses track, rack up, and sell customer information, mostly for corporate gain. Personal data about buying habits, income levels, and credit card usage has been a boon to telemarketers, database marketers, and direct mail merchants. The result for consumers is frequently an onslaught of junk mail, invasive solicitations, and unwelcome advertising.

But no more. In Net Worth, Hagel and Singer argue that consumers are mastering new technologies to capture their own information and deny access to others without their consent. Net Worth describes this convergence of commerce, technology, and consumer frustration as the incubator for a new kind of business--an information intermediary or infomediary--that seeks to protect customers' privacy while maximizing the value of their information assets.

So that companies can get a jump on navigating this still-unfamiliar terrain, Net Worth lays out the underlying economic and competitive dynamics that will foster the emerging business of the infomediary. Hagel and Singer show how consumers will release their personal information, when they can profit from doing so. Companies playing the infomediary role will become agents of customer information, marketing such data to businesses on consumers' behalf and protecting consumer privacy.

Infomediaries will help people to demand--and receive--value in exchange for data about themselves.

Contents:

Part I The New Infomediaries

1 Seller Beware 3

2 An Agent for the Rest of Us 21

3 Promising Markets 49

4 Who Can Play? 77

Part II Entry Strategies

5 Stage One: Building the Profile 109

6 Stage Two: Spinning a Web 133

7 Stage Three: Playing the Spider's Role 157

8 The Economics of Infomediation 187

Part III The Informediation Of Markets

9 The Unraveling of the Firm 205

10 Reverse Markets 229

11 Consumer Unbound 247

Appencix The Technology Tool Kit 261.

Notes:

Includes bibliographical references (pages 285-291) and index.

ISBN:

0875848893

OCLC:

40193540