Foreword Preface Chapter 1 Users Create Value Flickr and Collective User Value Six Ways Flickr Created User Value Through Interaction Why Sharing Can Be Profitable Flickrs Cost Drivers Calculating Company-Value Looking Back： Netflixs Different Challenges Lessons Learned Questions to Ask
Chapter 2 Networks Multiply Effects Web-Enabled Online Network Effects N-Sided Markets Googles Combination of Network Effects The Ups and Downs of Positive Feedback Lessons Learned Questions to Ask
Chapter 3 People Build Connections Social Roles： Online and Offline How Online Changes Social Networking How Many Customers and How Quickly? LinkedIn： The Rolodex Moves Online Facebook： Introduce Yourself Online Lessons Learned Questions to Ask
Chapter 4 Companies Capitalize Competences External and Internal Forces Developing Dynamic Capabilities： Before the Web From Online Syndication to Competence Syndication Lessons Learned Questions to Ask
Chapter 5 New Recombines with Old Styles of Innovation Integrating Ecosystems： Apples iPod Working with the Carriers： Jajah More Recombinant Innovation： The iPhone Lessons Learned Questions to Ask
Chapter 6 Businesses Incorporate Strategies Five Steps to Web 2.0 Building Web 2.0 Business Plans Look Around While Moving Forward End Notes Bibliography Index
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Although Google was late to the paid search listing space， it wasjust in time to capitalize on the shift in the market and in the pop-ular press toward pay-per-click textual advertising as a way tosubsidize billions of inquiries and free search. Although Overturefiled for patent infringement and settled before Googles 2004IPO， Google is now the company most search users associate withthe keyword PPC paid listing business model. Overture was laterpurchased by Yahoo！ and is a key component of its paid searchsystem. As John Battelle quipped in The Search， Google reached "a bil-lion dollars， one [advertising] nickel at a time." Those nickelscame from millions of small and mid-size companies that werenew to advertising. In October 2000， Google introduced a newservice called AdWords， an automated self-service model thatallowed advertisers to buy text ads online with a credit card. Theannouncement read， "Have a credit card and 5 minutes？ Get yourad on Google today." The online self-service market opened upfor millions of small and mid-size companies that had never adver-tised online befor
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