Showing papers on "Branded content published in 1998"
TL;DR: In this article, the authors examine the growing concentration of Internet traffic around portals and argue that it will be the information providers who are first through the portal and who own the intellectual property of their branded content rather than aggregating other people's, who will simultaneously develop critical market mass and erect effective market barriers to their competitors.
Abstract: Examines the growing concentration of Internet traffic around portals Argues that it will be the information providers, who are first through the portal and who own the intellectual property of their branded content rather than aggregating other people’s, who will simultaneously develop critical market mass and erect effective market barriers to their competitors. Portals are those Web sites which tend to be the starting points for Internet users and are the most intensively used consumer Web sites in the world. Points to the inherent advantage of Netscape, Microsoft Explorer and others in exploiting user inertia and ignorance to become default Web sites. Lists the key portals and their chief characteristics: product; distribution; price; promotion; and brand. Briefly notes the place of the Internet search engines and information content in portal development with two models for electronic commerce. Concludes that there are strong market forces backing portals and they will not be just the latest Web medi...
4 citations