By Bill Densmore
In 1994, we saw a train wreck coming for newspapers if they couldn’t figure out how to make money referring their users to other peoples’ content — across emerging “fat pipes” into the home. Otherwise, they were marginalized.
Today, that’s becoming true. And the same fate is threatening cable companies and broadcasters.
- What’s needed for consumers is a way for them to find, pay for — and be rewarded for — using and sharing content with one ID, one account, one-bill (or payment) simplicity across the public TCP/IP network.
- What’s needed for content owners and marketers is a shared-user network for trust, identity and information commerce.
The network must allow multiple “user agents” to be rewarded for helping their customers find the information they need or want.
The network must allow multiple content providers to make money even when their content is broken into pieces and remixed by others.
And it must allow marketers to access a one-to-one relationship with their customers — always with the extend of that relationship understood and controlled by the consumer.
These four parties — the consumer, their user agent (we like the term “InfoValet”), the publisher/vendor and the network aggregation/tracking/settlement service — must all be able to share value across an open network.
A three-party “closed” network — one big content provider for all or one big user agent for all — won’t ultimately scale and will be inconvenient for users — like siloed ATM machines, iTunes, Facebook Credits or siloed tollway FastPasses.
A four-party “open” network — unlimited user agents exchanging value with unlimited content providers/vendors on behalf of consumer users — like wireless phone call or bank interchange — will make the market for digital information — globally.
At Clickshare, we want to build that market.