The Open Web
"It's grim, the most grim it's been since I've been around the business."
This is David Geffen, the famous music mogul, talking about the music business today.
Why is it so bad? Many reasons are offered, but to me, the most important is the response of the music industry to the Web. They didn't like Napster that enabled music lovers to swap files. Instead of trying to find out more about the Web, they did what came naturally: they sued. They did not realize and still do not realize that anytime they get rid of a Napster 10 or more clones will pop up to replace it.
A slew of companies is working on what is euphemistically called "digital rights management". They want to limit access to information products - books, software, music - to an extent greater than could have been done before the advent of the Internet. They want to prevent file sharing. They want to reduce "fair use." Web consumers will not put up with this.
These companies believe that keeping things closed - boxed, copyrighted, encrypted - will give them a competitive advantage. They are using competitive thinking: Me against you. I win, you lose. Don't get in my way or you will be destroyed. Win markets by capturing customers.
This is old-fashioned thinking. The Web has changed our lives drastically. The Web encourages sharing. It encourages working together. It encourages cooperation. It encourages openness.
The Web is an open medium. Here are 4 examples of openness:
1 - OPEN SOURCE - Linus Torvalds wrote a nucleus for an operating system and gave away the original code (source code) for free. He invited programmers to use, adapt, distribute, or improve it, all for free. Pretty soon, thousands of programmers all over the world were working together for free to produce an excellent LINUX operating system. LINUX now competes with Microsoft's closed (copyrighted) operating system. In addition to LINUX, you can find a long list of free software at the GNU PROJECT (http://www.gnu.org).
2 - OPEN DIRECTORY - There is one directory that is different from all the others. Originally, it was called YOOHOO, a variation from YAHOO! Anybody may enter his website in this directory for no fee. Several volunteers, each knowledgeable in a different subject, edit entries and do the indexing. The directory is now called DMOZ or the Open Directory Project (http://www.dmoz.com).
3 - OPEN CONTENT - Recently I came upon another type of open, cooperative project: an encyclopedia called Wikipedia (http://www.wikipedia.com). According to those running the project a "Wiki is a collection of interlinked pages each of which can be visited and edited by anyone." At this site, any one can visit, learn, enter a new article, or edit what he or she sees on a page discussing a subject they are knowledgeable about. The content of the entire Wikipedia is open to all and may be modified by all. As time goes on it will reflect the knowledge of our society.
4 - OPEN NETWORK - I was completely taken aback when I read Simon Garfinkel's article, The Internet Amenity, in the March 2002 issue of Technology Review. He visited Boston University and discovered that he could get a FREE wireless connection to the Web from his laptop. Evidently there are several universities that offer an "IP tone" - a connection and a temporary address. According to Garfinkel it is very cheap to do this. He speculates that eventually the "IP tone" will be available everywhere, thus providing open networks.
It seems natural to take our marketing philosophy that is based on years of successful experience with old media, and transfer it to the new medium of the Web. But new media require new approaches. The old, closed, competitive thinking no longer works as well as it did. If they continue to follow their cut-throat approach to competitors, the big record companies stand a good chance of disappearing altogether.
The Web is designed for sharing. The Web invites you to cooperate. The Web makes it easy for you to work together with others. The Web is open. If you want to be successful, base both your website and your business on a philosophy of openness.
About the author: Paul -the soarING- Siegel is a provocative Internet speaker and author of HELPFULNESS MARKETNG, a book stressing learning, cooperation and community. Learn about it at http://www.learningfountain.com/. Subscribe to newsletter, LearningFOUNT, by sending blank email to: mailto:LearningFOUNT-subscribe@topica.com.