Will MySpace Erect Tollbooths?

20 Comments

Lately, I’ve been thinking through an oft-discussed scenario involving MySpace… one that I have good reason to believe is now highly likely in 2007. What if MySpace suddenly decided to put up tollbooths and all the players within the MySpace third-party ecosystem had to start paying the mothership access fees?

Without doubt, a strategic shift in policy by MySpace along such lines could cause significant ripples, if not outright panic, among many of those vested in the MySpace economy.


While I can’t reveal the “deep throat” reasons for my speculation, let’s discuss some of the more publicly-known factors that could influence such of move:

  • With the departure of Ross Levinsohn as the President of Fox Interactive Media (“FIM”), the MySpace economy lost its best internal corporate champion and defender of the Web 2.0 “open & share” ethos. While the cofounders of MySpace, Tom Anderson and Chris DeWolfe, are also net-savvy and remain ostensibly in charge of the social network, they are no match when squaring off against Peter Chernin (COO of News Corp) and Peter Levinsohn (the new head of FIM). The loss of Ross was a tremendous setback to FIM, and it looks like the pain will be felt by hundreds of entrepreneurs as well.
  • Unconcerned by the virtues of operating under Web 2.0 principles, the aforementioned two Peters of the old media guard live by a different ethos: money and control. And as MySpace continues its quest for improved monetization, their objective to deliver a “clean” environment to major advertisers is increasingly aligning with their vigilant efforts to improve safety & security.
  • Given such internal momentum, Chief Security Officer Hemanshu Nigam has identified its existing level of openness to its third-party ecosystem as the number one threat to its unifying objectives.The problem here, of course, is the everlasting delicate balance between openness and control. The question is, which is the optimal path to continued growth and sustained profitability? In my view, it would be very premature and self-destructive for MySpace to close up now as social networking monetization schemes are in their infancy and the major innovations are yet to come. Put another way, while extracting rents from its third-party ecosystem may prove financially beneficial in the short term, such a strategic shift may sow the seeds of its destruction in the long run.
  • As I’m told, one of the key drivers for MySpace to start charging their ecosystem has to do with YouTube. Specifically, FIM wants to monetize all those YouTube videos that are embedded within MySpace pages. Now that YouTube is owned by Google, internal forecasts are estimating that MySpace can add as much as an additional $500 million in revenues to the existing agreement they have with Google (which is guaranteed at $900 million of revenues over 15 quarters). That’s a lot of cash, and who can blame them for wanting to secure that income stream? But if MySpace starts charging YouTube, do they have to set up tollbooths for everyone else? They’re pounding their heads against the wall on this one.These are vexing issues and I empathize with the management of FIM and MySpace.
  • And let’s be clear, erecting tollbooths is not the same as closing up behind walls. It’s a monetization strategy that could conceivably add much to the bottom line — something Murdoch insists of all his companies. At the end of the day, there’s only one thing that we can be certain of: the current relationship between MySpace and YouTube will not continue as is. MySpace will either move to monetize the relationship, or it will cut YouTube off. In either case, it will set a new policy for the third-party ecosystem.

20 Comments

Marco Hansell

This would be ridiculous. As much money as myspace will make forcing YouTube to pay them to control the stream its such a slippery slope. You would then have to monitor any “customizable company” or even individual that creates a widget and puts it on Myspace. Sounds like a pretty hitler like move to me, that would go EXACTLY against the model that myspace was built on…unfiltered human content. Obviously I’m all for safety and security, but I think the business could institute more security initiatives and deal with them case by case before shutting these businesses and ultimately the consumer from participating in Myspace without paying. What’s next, you’re going to have to pay a monthly membership fee for your myspace page!?

Richard Cannis

If I were at MySpace or News Corp I would spend a lot of time learning from the decisions Microsoft made in the late 80’s and early 90’s. They played hardball (Corel, Netscape, AOL) but above all else they focused on growing their ecosystem which allowed them to jump way ahead of Apple and just about everyone else, quite frankly.

MySpace should start WDC/PDC’s and Certification programs. It can play hardball and compete (as it’s done with MySpace video) but should also invest in growing the third-party base they’ve got. They should look seriously at doing co-branded advertisements like Microsoft did/does. They should build out API’s and Developer Support.

Bebo, Friendster, Facebook, and others are starting to realize the power of the third-party ecosystem, but MySpace has a huge lead.

tomo

This is the precursor to “Net Neutrality 2.0” as it relates to communities instead of transmittion of data yet we’re in the thick of 1.0 now.

Real life social clubs like rotary, elks, lions, country clubs, etc have caved and allowed for open access. Open access will impact for both consumers and business and has far reaching and wide ranging effects that will go beyond the boundaries as we know them today. Open access, for lack of a better term, would be disastrous for community based social networking sites and eat away at their core value to users(being a part of a community of people with similar beliefs, ages, colors, creeds, sexual orientations, etc). Additionally, from a business point of view, what good or additional value would it bring advertisers? At the end of the day, like it or not, they subsidize the internet as we know it and market to a targeted audience as to the extent they can find one. Targeted social networks as we know them today an an ideal medium for targeting very a specific audience and mixing that up only creates a less targeted, less ideal population to market to which means less $ per click or eyeball which means less spending on advertising and since we already established advertising as a subsidy, less innovation.

Boo to net neutrality, it may be slightly painful in the short term but it is a marathon, not a sprint.

Robert Young

mm,

You are certainly entitled to have your own opinion about RL… as am I. Let’s just agree to disagree and leave it at that.

As for the validity of this information and its source… I’m quite comfortable with their authenticity.

Thanks for commenting.

mm

The fact that you think Ross was a great loss to FIM shows how out of touch you are. Ross was fired from FIM because he never accomplished anything there. Everyone in the org from top to bottom is happy about that move. There is no toolbooth strategy in the works, and MySpace will neither charge, nor cut-off YouTube.

I guess you can’t be blamed for the inaccuracy of this post, though, since you say someone’s feeding you this silly idea. They’re pullin your leg Mr. Young!

Steve

I think one of the reasons MySpace was able to grow was because of it’s openness. Now that they are the incumbent I guess they have some leeway but not much, the backlash risk is too great.

myspacemaniac

Maybe what they can do is offer some packages for Myspace marketing and for ordinary users. Let’s face it, i believe the main objective of myspace is networking, getting in touch with people. Businessmen just saw this as a great opportunity to reach out to people, thus, the existence of myspace economy.

SteamGeek

This is a great “current” discussion. Thank you for keeping an eye out as Ive struggled to find independent outside observers of the MySpace world.

My take on some of this is the continued “roll out: of new features that tend to crash the servers with unusually predictability.

Time and time again, MSpace crashes as new “features” either consume bandwidth or just blame are so bug laden, the servers lock up.

Case(s) in point the launch of the videos last year, Holiday roll out of the targeted Google Ads, and the new expanded 300 photo limits to the photo journal.

And yet also swimming around all this IT savvy and apparent skill sets, MySpace runs a plug-in bulletin to “fix” problems with the Apple Quick time that still as of today says something to the effect of hurry . new / urgent etc etc except the brain-trust fails to update the original December date of December 5 2006. Like they apparently just plain forget to manage the spam.

Thank you for having an open dialogue, as quite frankly the continued routine crashes are just plain laughable.

Darren Stuart

I actually can see mySpace dying a death if they continue down this route.

The reason it took of was the ease of personalise it and messaging.

by removing the ease of adding 3rd parties they are opening up a huge gap for someone else.

With their money I just don’t know why they don’t spend some serious money on allowing 3rd parties extending their platform.

Robert Young

Jeremy,
Thanks for the link to your excellent post. I’d advise you & Rockyou (which is great) be cautious of one thing. I agree that key to monetization is to build a popular destination site out of the widget business. But, you should make sure that it compete directly with your social networking hosts. This is the fine line that YouTube seems to be walking with MySpace at the moment.

Suranga,
Your comment is spot on. Done well, it could work… and be beneficial to all parties. The devil is in the details, of course.

Marcus,
You might be surprised by how much Murdoch, now, gets the Web 2.0 ethos… more than most think. In my opinion, it’s not him so much as some others within his management ranks. In fact, it may turn out that Murdoch himself may end up saving the day.

Thanks all for the insightful comments, as usual.

Marcus

by “tag” I meant the [embed] tag – which seems to have been filtered out by the GigaOm site. LOL!!

Marcus

myspace: “open” – you’ve got to be kidding. myspace did one thing right when they started and it was a fortunate oversight – they forgot to escape HTML that was entered into the profile editing pages. slowly they’ve set about correcting that by banning various tags and words entered into these profile boxes.

the only way to extend myspace is through a series of ridiculously broken CSS and the tag – which only allows widgets to be inserted into the site using flash – which is by far overkill and inapropriate for the many of widgets that currently exist there.

i personally believe that banning 3rd party widgets (as they are doing now in certain cases) or coming up with some kind of arrangement to charge them is just getting to greedy and might spell trouble. 3rd party widgets such as youtube, photobucket etc helped make myspace the way it is today. they don’t want to forget that ;)

murdoch was lucky with myspace. its been a great success for him but i believe he’s very much a conventional media type. myspace’s success was made by it’s users, some clever marketing and being a relatively early mover in social networking – it’s expanded well since being aquired by FOX, but pretty much due to sticking to it’s original strategy.

every single social network has overtaken myspace in terms of the quality of the product. and myspace can’t even fix this. by improving their technology and fixing the profile pages for example, which in itself probably isn’t too difficult, myspace will be breaking the pages of all of the users who have used any kind of customisation (10’s of millions of users). this is potentially a disaster.

interesting times ahead!

marcus

suranga @ blinkx

This is an interesting area, particularly as the popular social networking sites continue to be a very good place to launch a new product/tool (assuming they ‘fit’).

I actually thinking that (if it can be done in a non-punitive way), this could actually be a very good thing for companies in the MySpace economy.

Today, trying to protect itself from malicious attacks, etc, MySpace has closed off many of the technological loopholes that allowed widgets and plug-ins to flourish in the early days. This makes developing such tools a technical nightmare and often leads to great features being left out due to lack of compatibility.

If there was a more structured programme, with a level of security accountability that fixed the CSO’s problems and that delivered value to FIM, they would probably be more open to lifting some of these restrictions. This would return the innovation focus to interesting/fun tools and their features, rather than weird hacking to get round security barriers.

Which’d be a good thing.

Spud

This is a delicate thing. MySpace (Fox) need to give great consideration to this and exactly how and when they would implement it. Done right and it will work well for them. Done badly and they could screw MySpace for good.

jeremy liew

Bob,

I’m a partner at Lightspeed Venture Partners which is an investor in Rockyou, so as you can imagine, I’ve given this issue a lot of thought.

The social networks need to walk a line between being as open as possible (and accepting that others may capture value on the back of their users) and being willing to forgo some user functionality in order to caputre more of that value (tollbooths and walled gardens are simply points on a continuum). The tradeoffs are different for the social networks, depending on where they are in their growh cycles and competitive positions. Myspace started as very open and some say may be considering erecting tollbooths. Bebo started very closed but has recently opened up somewhat, integrating Rockyou and some others into their system.

I posted a related issue (what business models can widget companies have – a prerequisite for being able to pay any tolls) at the Lightspeed blog a few days ago – if you’re interested click on my name in this comment

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