TITLE

The Net at 30

PUB. DATE
September 1999
SOURCE
Advertising Age;9/6/1999, Vol. 70 Issue 37, p16
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on the issue concerning the changes that will take place in the Internet industry, which would put long-term business strategies at risk. Leonard Kleinrock, a UCLA professor, recounted how Internet visionaries knew they were onto something big and how, time and again, the Internet moved in directions that could not be predicted. It is easy to assume the Internet will evolve simply, and grandly, from its current state. Banner advertisements will morph into highly targeted, rich TV-like advertisement, e-tailing will be ubiquitous ruling the stock market today will rule the Internet and world tomorrow. It makes sense to build near-term marketing strategies based on where the Internet appears headed. But to assume the long-term Internet is about the World Wide Web and personal computers is to miss the big picture. The Internet has prospered because no one is in charge, leaving the Internet free to move when an innovation takes hold. The smart business plan remains flexible, leaving room to change course when the Internet heads in its next direction.
ACCESSION #
2242766

 

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