Re: UKNM: Free vs paid for ISPs

[carlo andrea pattacini]

I think that Jim's opinion really hit the target: the

ISP gives you something free and you give him

PERMISSION (I think on the web thisi is the real

keyword) to collect information about your habits.


I read an illuminating piece on Fast Company

(www.fastcompany:com, then look for the archive)

about permission marketing: it was an interview with

Seth Godin, the founder of YoYoDyne where everything

was about getting permission from visitor, and you

get permission (to get information, to send mail,

etc.) only if you give something in change.


So giving free access (if you are an internet

provider), or giving free information (if you are a

portal site) is a way to obtain something from the

user.


bye, andrea



>

--Jim Sterne <jsternetargeting [dot] com> wrote:

>

> At 01:33 AM 10/15/98 , Steve Bowbrick wrote:

> 

> The question was whether punters on a free service

> are worth more or less than those on a paid ISP.

> 

> >This is silly. It's a matter of habit. We're

accustomed to paying for

> >access so it will take a while for free to become

the norm. However, once

> >it does, captains of industry will be lining up

alongside yoof and grannies

> >for the free stuff 

> 

> You're right, Corporal, but there's another reason

this

> discussion falls into the silly bin. "Free" means

that

> I filled out a form. "Free" means the ISP knows a

lot 

> about me - like where I surf and what I click on. My

> ISP has more clickstream data about me that anybody else.

> 

> Now THAT is spinning copper wires into gold for advertisers.

> 

> Hello? Yes, I'd like to show my banner to people who live

> within five miles of any Uncle Whimpies Upscale Shrimp 

> Palace, who hang out on football Web sites and have been 

> shoppping for a new car. My banner just happens to be an

> opportunity to win a new Range Rover and a pair of tickets to 

> the next World Cup with every purchase of Uncle Whimpies

> Cajun Popcorn.

> 

> Take my money, PLEASE!

> 

>

---------------------------------------------------------

> Jim Sterne              Target Marketing of Santa Barbara

>

jsternetargeting [dot] com www.targeting.com

> Author, Speaker, Consultant               +1 805-965-3184

> Internet Marketing & Customer Service Strategy Consulting