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December 10, 2008

看来这个blog的读者里面,还是关注创业的比较多。那咱们就接着说facebook。

Kay说facebook更接近通讯录,那么为什么MSN messenger不赚钱?meebo不赚钱?我的看法:facebook的最大卖点,是以现实世界的等级为基础的,对用户进行分级的网络实名制。

通讯录大家都有,但是facebook能够知道,哪个用户是大公司的白领,哪个用户是政府雇员,哪个用户是名牌大学的学生。你想进入白领圈子吗?那么请你拿出你的身份证吧,你有大公司的email地址吗?有就请进,没有?一边凉快去。

但是仅仅有了真实的身份还不够,facebook更想知道的,应该是用户的行为。有了这种数据,就可以分析用户的喜好,并进行相应的处理,比如精确广告投放等。所以那么多的公司和组织在企图获取用户的网络身份,把用户在网络上走的每一步就记录下来,比如M$ passport,比如openID,比如google account,再比如facebook connect,这个facebook最近的豪赌。

这些应用的共同点,就是提供第三方的身份验证。当你访问某个网站的时候,某个网络巨头就知道你出现在长尾的某个地段,然后把你的喜好记录下来。但是,这种第三方的身份验证,从根本上就有问题。换句话说,我对facebook connect的成功,很怀疑。

为什么这么说呢?因为网络身份验证,是用户和网站双方的事情,一旦有第三方介入,事情就复杂了。这么说吧,你回家,拿钥匙开门,这是你和家之间双方的事情:你用钥匙来证明你是家的主人;你到了单位上班,换一把钥匙开单位的门。如果单位的钥匙丢了,换一把锁就是了。

但是如果你的单位的门和家里的门,还有你的车,你银行里的保险柜,用的都是同一把钥匙呢?那我就去拿个盒子来,对你说:你知道么?我这个盒子里,有免费的毛片。想看吗?拿你那个唯一的钥匙来开吧。哦对了,我这个盒子里,还能告诉你,谁在MSN上block了你;放心吧,我们跟MSN,跟facebook,都是合作伙伴。

7 Comments »

  1. facebook的盈利模式在哪?
    目前似乎广告的点击不多,不像google,人们到google几乎都是找解决方案的,所以广告的点击率很高,但是在facebook似乎不是这么会事,我有几个朋友在facebook做的软件广告几乎无人点击。

    Comment by hacker47 — December 11, 2008 @ 8:43 pm

  2. facebook管理人际关系,本身投广告效果有限,但可以和其他网站合作,利用自身优势作为网站的用户行为管理者,专业提供和挖掘用户行为数据,根据分析在合作的网站上精确广告投放,和网站形成联盟,利益分成。可能是一个好的赢利模式,自身不包含广告,当可以管理的用户使用合作网站时,利用facebook数据在合作网站(像新闻网站、购物网站、游戏网站等等非竞争者网络)上投放广告。

    Comment by wjp — December 16, 2008 @ 2:22 am

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