Monetization. A simple, contrived word remains digital media's most intractable problem of all. Fifteen years of Internet experimentation have taught the industry one rather basic fact: most consumers are disinclined to pay for what they get and given the choice would rather not pay for what they consume at all. It's an uncomfortable proposition, clearly out of sync with the need for many digital media startups large and small to find revenues and a business model that works. Valuations of social media networks still seem more art than science. Still more troubling is what many consider to be DotCom Boom 2 and in due course, coming to a theatre near you, DotCom Bust 2. Industry cycles apart, things are clearly different a decade on from the last meltdown. There are large
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