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Key driversBandwithSoftware
developmentStorage
Processor cycles
Unlimited Outlets Unlimited Media
Unlimited Distribution
Unlimited WOM promotion
Unlimited Shelfspace
Loads more free products
Conjectures
Talking with the customerbase
+Talking within the
customerbase=
Brand
!
Silly
pay to try
freead
based
$ $ $prod1 prod2 prod3
prod4
prod5
flagship
FreelineBottomline
Psychology:Free is far better
then f*ck*ng cheap.
Participation Oriented
Market Oriented Customer Oriented
Product Oriented
Analogue Era Digital Era
Affected: Gossip, mimicking
Affected: Social Media, Crowds,
WOMBought (ads) : TV, Radio, Print
Bought (ads): Banners, Adwords
Own: phone, fax, brochures
Own: Website, Newsletter
Analogue Era Digital Era
Marcom Paradigm shift
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