I’m reading ‘Free‘ by Chris Anderson today. It makes for an interesting read and, while there are plenty of things to disagree with, it does provide a very thought-provoking framing of the novel economics of the information revolution.
One of the counter-intuitive economic models discussed in Free is, as VC Fred Wilson of Union Square Ventures puts it, the “zero billion dollar business.” This refers to a new market entrant that, as a result of greatly improved efficiencies, is able to rely on a fraction of the revenues that the market leaders need to operate. Craiglist did this in the classifieds space and Microsoft, and then Wikipedia, did it to the encyclopdia markets.
For example, Craiglist has virtually wiped out the previously lucrative classifieds market in which the largest newspapers enjoyed dominant positions. Indeed the largely no-charge Craiglist service has been ‘blamed’ for sucking in the region of $30 billion out of newspaper stock-market valuations in the US, and yet Craiglist only generates a tiny fraction of this lost value in revenues, in the order of tens of millions of dollars per annum, to cover its own operational costs. Where did the missing money go to? It certainly didn’t remain in the marketplace — one of the reasons why the newspaper industry is on the verge of collapse today — but instead it has been re-distributed through the much larger ecosystem that Craiglist has created. The scale of Craiglist today (about 60m users per month) leads directly to greatly improved supply/demand matching and improved outcomes for the relevant parties. For example, home buyers enjoy a more complete real-estate picture while sellers benefit from a larger audience, and together this has the potntial to create a more efficient property market. Likewise, for Craiglist’s jobseekers and employers.
Something similar happened in the early 1990’s to the billion dolar encyclopedia market, dominated by Brittanica, when Microsoft launched their $99 Encarta as CD-ROM competition for the $1,000+ paper based Encyclopedia Brittanica. By the seond half of the 90’s, once Microfsoft had taken boosted Encarta’s quality, Britannica’s sales had been cut in half and about $600 million dollars had been taken out of the Encyclopedia market per annum. Meanwhile, Microsoft were generating revenues of about $100 million from Encarta sales.
Economists view these as examples of assymetric competition. In both cases new entrants make money by shrinking an existing market with a disruptive new proposition. In the case of Microsoft, for every dollar they earned, they shrunk the encyclopedia market by 6 dollars. And of course today we known that Wikipedia has further insulted the ecyclopedia market by shrinking the market even further. This year Microsoft discontinued Encarta and Wikipedia doesn’t make a penny as it takes millions of dollars away from Britanica.