Timing of Entry From SixDegrees.com to Facebook: The Rise of Social Networking S

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Timing of Entry From SixDegrees.com to Facebook: The Rise of Social Networking Sites In the 1960s, Stanley Milgram addressed a number of letters to a friend of his, a stockbroker in Boston. Milgram then distributed these letters to a random selection of people in Nebraska. He instructed the individuals to pass the letters to the addressee by sending them to a person they knew on a first-name basis who seemed in some way closer (socially, geographically, etc.) to the stockbroker. This person would then do the same, until the letters reached their final destination. Many of the letters did eventually reach the stockbroker, and Milgram found that on average, the letters had passed through six individuals en route. Milgram had demonstrated that the vorld was indeed small, and dubbed this finding "six degrees of separation.". This finding, which inspired both the John Guare play "Six Degrees of Separation" and the 1993 film by the same name, also inspired one of the very first social networking sites. Started in 1997 by Andrew Weinrech, SixDegrees.com sought to leverage both the growing popularity of the Internet and people's curiosity about to whom they might be connected -or connectable. The site enabled users to create profiles and invite their friends to join. SixDegrees attracted three million members, but many users felt that not enough of their friends were members to make it an interesting destination, and there was little to do on the site beyond inviting and accepting friend requests. The company soon ran out of money, and it shut down in 2000 Friendster was launched in March of 2003 by former Netscape engineer Jonathan Abrams with $400,000 in seed money and a similar concept to SixDegrees.com. In fact, Friendster would even show you a network map of you and your acquaintances, lending imagery to the "six degrees of separa ion" concept. It also used this map to determine who had permission to view which pages-dramatically increasing the computer time required for users to access pages. In its first six months Friendster attracted about 1.5 million users and Google offered to acquire it for $30 million. Abrams declined the offer, and instead raised $13 million in venture capital. Later that year Time magazine declared Friendster was one of the "coolest inventions of 2003." Like Six Degrees though the site was very popular, the infrastructure for social networking (and the knowledge about what was required to efficiently manage a social networking site) was in its infancy. The number of members rapidly grew to seven million, but 89

Explanation / Answer

1)The first social networking sites started in 1997 by Andrew Weinrech. SixDegrees.com sought to leverage both the growing popularity of Internet and people’s curiosity about to which they might be connected. The first social networking sites fail because many users felt that not enough of their friends were members to make it an interesting destination and there was little to do on the site beyond inviting and accepting friend requests.
SixDegrees not do anything to be product leader again and beat the new entrants therefore exploit incumbent inertia such as Friendster, Myspace, Facebook, Twitter, Google G+ and other social networking sites. Late entrants such as Friendster will be more efficient because it imagery from the “six degrees of separation” concept. The company ran out of money because SixDegrees did not do any research and development expense for developing their technologies and not achieve customer requirement.

2)Factors the MySpace more successful than Friendster and SixDegrees.com is MySpace made all members’ profile viewable by any user which can reduce the computation burden of figuring out who was able to look at which profile. MySpace also made user profiles more customizable, offered space for blog, can display photo and can ability to play music. Besides, Myspace deal with Google for advertising in three years for $900 million and get the most popular social networking site in the world from 2005 to 2008.
Factors enable Facebook overtake MySpace is Facebook more better security than Myspace and had a platform that allowed outside developer to create features for the site while MySpace was being run by corporate managers who attempted to develop all of its applications in-house. Facebook also letting the marketplace determine what it would become, leading to huge proliferation of social games, product reviews and self-created group. Facebook made users easy to restrict who could see their information (more likely share more personal information). In 2007, Facebook began offering advertising sales that more too closely target such as demographics, geographical location and other preference.

3)Switching costs are the costs that result from switching to a new product or a new service. They are often viewed in terms of dollars but they can also be conceptualized in terms of time and psychological effort. Switching costs can include early termination costs, the amount of time and effort to switch, all learning costs required to understand the new product or service, cash outlays for switching, and even the emotional discomfort caused by switching.Burnham, Frels, and Mahajan (2003). The goal of buyers is to try and avoid switching costs and not be locked-in to a particular product, service, or technology. Buyers want flexibility and they try to avoid lock-in.
Some of the main Switching costs are
A.The networking
B.Users profile
C.Pheripheral features

4)Following factors will determine whether Google can overtake facebook
Switching costs
Functionality
Leverage on the large membership of Google account and the link to other Google products
Users privacy and securityPersonalisation

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