Key driversBandwithSoftware

developmentStorage

Processor cycles

Unlimited Outlets Unlimited Media

Unlimited Distribution

Unlimited WOM promotion

Unlimited Shelfspace

Loads more free products

Conjectures

Talking with the customerbase

+Talking within the

customerbase=

Brand

!

Silly

pay to try

freead

based

$ $ $prod1 prod2 prod3

prod4

prod5

flagship

FreelineBottomline

Psychology:Free is far better

then f*ck*ng cheap.

Participation Oriented

Market Oriented Customer Oriented

Product Oriented

Analogue Era Digital Era

Affected: Gossip, mimicking

Affected: Social Media, Crowds,

WOMBought (ads) : TV, Radio, Print

Bought (ads): Banners, Adwords

Own: phone, fax, brochures

Own: Website, Newsletter

Analogue Era Digital Era

Marcom Paradigm shift