To: CocoBob who wrote (2251 ) 9/18/1999 10:37:00 AM From: LABMAN Read Replies (1) | Respond to of 3243
Free Internet Fever Thursday, September 16, 1999 6:54 PM by Mike Ogburn When Lucent's (LU) chief executive predicted this week that a web firm will offer free Internet stock trades within the year, he poured more fuel on the free Net fire. The Internet already offers free e-mail, free web site hosting, numerous free giveaways.com and even sites that pay you to surf the web. Netizens can snag free music downloads, online games and coupons, as well as free job searches and career assistance. In addition, content-providing sites continue their shift from subscription-based services to for-free (note TheStreet.com's (TSCM) never-ending free trial period). And all of the software you ever needed to enjoy the Net – from Internet Explorer 5.0 to Macromedia Shockwave to the RealPlayer G2 – is free. In the past year, this free phenomena has spread like an e-epidemic. Several Internet Service Providers now offer a free computer to any user who signs up with their service. FreePCs.com, a spin-off of VC company idealab!, has given away more than one million computers in exchange for the right to track users' online habits. UK company Totalise PLC offers free shares of the company's stock for individuals signing up for Internet service. Leading the free Net-access market are future IPOs Netzero (another idealab! company) and Alta Vista (CMGI), two of a growing list of companies that provide free Internet service with one string attached – usually permanent on-screen advertising. In its first month on the market, Alta Vista's service attracted more than 250,000 users, and the CMGI-company aims to sign up over 1 million users by the end of year one. Netzero already counts over 1 million registered users. Contrary to some opinions, this free movement is gaining momentum, not losing it. And the need to bring more customers to the web and to better identify them will likely drive additional free initiatives. The free scenario is playing out in a unique parallel to the Net business model, in which a company spends exorbitant amounts of money to gain the necessary market share to enable it to ultimately make money. With the free model, companies give something away with the hopes of generating enough traffic to justify enough advertising spending that will in turn support the free service. This model seemed to work for radio and television, although neither group of broadcasters gave away free radios or TVs to accelerate user growth. Wouldn't that have been cool? The key here is advertising, the engine that drives both old media and new. It's already a $3 billion business on the Internet, and is expected to grow to $22 billion over the next five years, according to Forrester Research. Online ad spending has surpassed spending on outdoor ads, and Jupiter Communications estimates that by 2003 it will surpass cable ads and amount to three-quarters of ad spending on radio. If Net advertising can evolve past mundane banners (it will), if its targeting can become even more effective (it will), and if its click-through rates hold their ground (who knows), the industry is poised to explode. That's good news for consumers, and good news for surfers who like free stuff. Of course, when broadband goes mainstream, the balance of power may shift back to the pay-to-play model. You would think that the deep pocket advertisers will be more likely to run slick, streaming video ads for @Home's (ATHM) paying, cable-Net users in lieu of targeting ad dollars toward the cheapies getting wired through a NetZero or Alta Vista. That possibility could make some sites less attractive to advertisers. The only sure winner in either scenario will likely be the consumers – and some well-positioned online advertising companies. Meanwhile, don't forget to click on a banner or two at Internetstocknews.com, so we can keep it free. Article Archive © 1999 Internet Stock News All rights reserved