THE ECONOMIC AND SOCIAL ROLE OF INTERNET INTERMEDIARIES APRIL 2010 2 FOREWORD FOREWORD This report is Part I of the larger project on Internet intermediaries. It develops a common definition and understanding of what Internet intermediaries are, of their economic function and economic models, of recent market developments, and discusses the economic and social uses that these actors satisfy. The overall goal of the horizontal report of the Committee for Information, Computer and Communications Policy (ICCP) is to obtain a comprehensive view of Internet intermediaries, their economic and social function, development and prospects, benefits and costs, and responsibilities. It corresponds to the item on 'Forging Partnerships for Advancing Policy Objectives for the Internet Economy' in the Committee‘s work programme. This report was prepared by Ms. Karine Perset of the OECD‘s Directorate for Science Technology and Industry. It was declassified by the ICCP Committee at its 59th Session in March 2010. It was originally issued under the code DSTI/ICCP(2009)9/FINAL. Issued under the responsibility of the Secretary-General of the OECD. The opinions expressed and arguments employed herein do not necessarily reflect the official views of the OECD member countries. ORGANISATION FOR ECONOMIC CO-OPERATION AND DEVELOPMENT The OECD is a unique forum where the governments of 30 democracies work together to address the economic, social and environmental challenges of globalisation. The OECD is also at the forefront of efforts to understand and to help governments respond to new developments and concerns, such as corporate governance, the information economy and the challenges of an ageing population. The Organisation provides a setting where governments can compare policy experiences, seek answers to common problems, identify good practice and work to co-ordinate domestic and international policies. The OECD member countries are: Australia, Austria, Belgium, Canada, the Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Iceland, Ireland, Italy, Japan, Korea, Luxembourg, Mexico, the Netherlands, New Zealand, Norway, Poland, Portugal, the Slovak Republic, Spain, Sweden, Switzerland, Turkey, the United Kingdom and the United States. The Commission of the European Communities takes part in the work of the OECD. © OECD 2010 2 TABLE OF CONTENTS 3 TABLE OF CONTENTS INTRODUCTION ........................................................................................................................................... 4 MAIN POINTS ............................................................................................................................................... 6 DEFINITIONS ................................................................................................................................................ 9 Definition of ‗Internet intermediaries‘ ......................................................................................................... 9 Internet access and service providers ......................................................................................................... 11 Data processing and web hosting providers, including domain name registrars ....................................... 11 Internet search engines and portals ............................................................................................................ 12 Web e-commerce intermediaries ............................................................................................................... 12 E-commerce payment systems ................................................................................................................... 13 Participative networked platforms ............................................................................................................. 14 ECONOMIC MODELS AND ROLE OF INTERMEDIARIES IN THE VALUE CHAIN ......................... 15 Role of Internet intermediaries .................................................................................................................. 15 Network externalities ................................................................................................................................. 16 Two-sided markets ..................................................................................................................................... 16 Revenue models ......................................................................................................................................... 18 Advertising model .................................................................................................................................. 18 Fee models.............................................................................................................................................. 21 Brokerage model .................................................................................................................................... 21 Voluntary donations / community models ............................................................................................. 21 DEVELOPMENTS IN INTERNET INTERMEDIARY MARKETS .......................................................... 23 The impact of the economic crisis on Internet intermediary markets ........................................................ 24 Internet access and service provider sector ................................................................................................ 25 Wired Internet access and broadband ..................................................................................................... 25 Mobile Internet access ............................................................................................................................ 25 Data processing and web hosting sector .................................................................................................... 26 Internet search engines and portals sector .................................................................................................. 28 Web e-commerce sector ............................................................................................................................. 29 B2C retail e-commerce ........................................................................................................................... 30 Electronic business-to-business marketplaces ........................................................................................ 32 E-commerce payment ................................................................................................................................ 33 Participative networked platforms ............................................................................................................. 34 SOCIAL AND ECONOMIC PURPOSES OF INTERNET INTERMEDIARIES ....................................... 37 Wider ICT-related growth and productivity .............................................................................................. 37 Investment in infrastructure ....................................................................................................................... 38 Entrepreneurship and employment ............................................................................................................ 39 Innovation .................................................................................................................................................. 41 Trust and user privacy ................................................................................................................................ 42 User/consumer empowerment and choice ................................................................................................. 42 Individuality, self-expression, democracy and social relationships ........................................................... 43 ANNEX 1. THE INFORMATION SECTOR IN THE UNITED STATES (USD, MILLIONS) ................. 45 NOTES .......................................................................................................................................................... 46 3 4 INTRODUCTION INTRODUCTION As the Internet has grown to permeate all aspects of the economy and society, so too has the role of Internet intermediaries that give access to, host, transmit and index content originated by third parties or provide Internet-based services to third parties. They enable a host of activities through both wired and increasingly, mobile technologies. Internet access intermediaries and hosting and data processing providers provide the platform for new, faster, and cheaper communication technologies, for innovation and productivity gains, and for the provision of new products and services. As to online e-commerce intermediaries, they have brought unprecedented user and consumer empowerment through greater information, facilitating product and price comparisons and creating downward pressure on prices or, in the case of auction platforms, meeting supply and demand and creating new markets. Search engines, portals and participative networked platforms for their part facilitate access to an unparalleled wealth of information, as well as providing opportunities for new innovative activities and social interactions. Looking forward, Internet intermediaries are rapidly evolving in nature, scale and scope and are poised to connect an increasing number of users, information and services, and to do so at increasing speeds.