Servizi gratis su Internet: l’inizio della fine
Fai un esperimento: ferma 10 persone per strada; a quelle che non ti mandano al diavolo chiedi che cosa apprezzano di più di Internet. Se tutto va come deve, almeno 8 delle tue “cavie” ti risponderanno: “è gratis!”.
E’ innegabile che il vero carattere distintivo di Internet, soprattutto se confrontato al resto dell’economia che ci circonda, è la sua gratuità. Costi di connessione a parte, infatti, il Web ci consente di usufruire di informazioni e contenuti di vario genere senza sostenere nessun costo.
Dietro al “costo zero”, però, ci sono aziende che devono sostenere costi rilevanti per la loro operatività; basti pensare all’infrastruttura tecnologica (i server ad esempio) e alla remunerazione delle persone che lavorano dietro le quinte dei siti che ogni giorno frequentiamo.
La formula magica che consente a queste aziende di sopravvivere è riassumibile in una parola: pubblicità. Le entrate che non provengono dalla mancata vendita del servizio sono compensate dagli introiti generati dagli inserzionisti che pagano per esporre il loro banner o annuncio.
Un’evoluzione di questo modello di business è nota con il termine di “freemium”: la versione base del servizio è gratuita, mentre quella più completa (premium) è a pagamento.
Fino ad oggi, l’utilizzo di questi modelli di business, o di uno dei loro derivati, ha consentito a molte e-company di sopravvivere. Negli ultimi tempi sembra però che la tendenza si stia invertendo: sempre più aziende stanno abbandonando la strada del gratis per avvicinarsi, spesso gradualmente, a soluzioni più tradizionali di vendita dei servizi.
Un caso emblematico di questa tendenza è Last.fm. Last.fm è un mix tra una web radio e un social network. Ogni utente registrato ha la possibilità di creare un profilo nel quale vengono elencati gli artisti, le canzoni e i generi musicali preferiti. Da quel momento è possibile ascoltare una stazione radio nella quale viene trasmessa solo la propria musica preferita. Fantastico vero?
Ad oggi questo sistema si regge sul modello che sopra abbiamo definito “freemium”. Esiste infatti un abbonamento premium che offre una serie di servizi aggiuntivi quale ad es. la possibilità di ascoltare solo i brani che l’utente ha taggato come “preferiti”.
Pochi giorni fa, però, Last.fm ha annunciato che la fine di questo idillio è vicina. A breve il servizio diventerà a pagamento per tutti, con l’eccezione di USA, Germania e UK. La motivazione è la più semplice che possiamo immaginare: negli altri Paesi, Italia inclusa, le sottoscrizioni premium sono molto rare non generando ricavi sufficienti a coprire i costi di gestione.
Un percorso simile si prospetta anche per la piattaforma di microblogging Twitter che ha annunciato l’imminente lancio di servizi premium per le aziende. Il contenuto di tali servizi è ancora top secret, ma già si parla di un probabile superamento della soglia dei 140 caratteri per messaggio.
Insomma, sembra proprio che la vita di noi utenti a caccia di servizi gratuiti sia destinata a diventare sempre più dura.
Si accettano scommesse: quale sarà il prossimo servizio online a diventare a pagamento?
Ha per caso letto l’articolo del NeYorkTImedi sabato riguardante la crescita ele minacce insite nello stesso Facebook?
Le segnalo inoltre l’uscita della relazione annuale della ricerca dell’ Osservatorio Enterprise 2.0 del Politecnico di Milano
Grazie per le segnalazioni!
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