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Introduction

Virtual communities & online social networking sites are providing a new. powerful, & extremely popular medium for human connection. In the near term, infrastructure providers, social network providers, & wireless players stand to profit largely.

Scope

Delivers recommendations to each element in the developing social networking value chain.

Quantifies trends in social networking by site in selected countries.

Highlights

The hothouse atmosphere of easy capital, media attention, and user curiosity which stimulates creativity will not be sustained indefinitely. All players, therefore, must develop a two-pronged strategy in order to survive the extremes of heat and eventual chill which this market will undergo.

Social networking services must be prepared to absorb demand in countries they did not anticipate and might not have selected as a lucrative market for advertising. New markets, both demographic and geographic, are becoming available as the wave of social networking gains momentum.

Technology providers should isolate elements in the emerging value chain that they can own and take a long-term view of which of these can be sustained after consolidation.

Reasons to Purchase

Develop strategies to suit each stage of a volatile market.

Isolate opportunities in multiple geographies.

Understand the competitive positioning of major market segments.

DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 3
Social networking startups should isolate the fundamental need they intend to serve 3
People-oriented services: off-line friends 3
People-oriented services: on-line friends 4
People-oriented services: crossing the line between offline and online friendships 4
Content-oriented services 4
Special interest services 4
Opening APIs 5
Social networking services should be prepared for a long tail of regional audiences 5
Search firms & media properties should maintain an aggressive acquisition strategy 10
Brands should decide whether to buy, build or partner in social networking 10
Technology providers should isolate elements in the value chain that they can own 11
Consultants and systems integrators should guide customers through a confusing and chaotic landscape 12
APPENDIX 13
Definitions 13
Social network 13
Social networking service 13
Membership 13
Methodology 13
Further reading 13
Ask the analyst 13
Datamonitor consulting 13
Disclaimer 14
List of Figures
Figure 1: Social networking memberships in the United States, 2007 6
Figure 2: Social networking memberships in Taiwan, 2007 6
Figure 3: Social networking memberships in France, 2007 7
Figure 4: Social networking memberships in Belgium, 2007 7
Figure 5: Social networking memberships in Tunisia, 2007 8
Figure 6: Social networking memberships in Mexico, 2007 8
Figure 7: Social networking memberships in Colombia, 2007 9
Figure 8: Social networking memberships in Hong Kong, 2007 9