INSEAD Library

Includes index

Digitized

Free The Future Of A Radical Price Contents PROLOGUE ................................................................................................ 1 I. THE BIRTH OF FREE................................................................................7 WHAT IS FREE? 2. FREE 101.................................................................................................... 17 A Short Course on a Most Misunderstood Word 3. THE HISTORY OF FREE ............................................................................ 34 Zero, Lunch, and the Enemies of Capitalism 4. THE PSYCHOLOGY OF FREE .................................................................. 55 It Feels Good. Too Good? DIGITAL FREE 5. TOO CHEAP TO MATTER........................................................................... 75 The Web's Lesson: When Something Halves in Price Each Year, Zero Is Inevitable 6. "INFORMATION WANTS TO BE FREE"...................................................... 94 The History of a Phrase That Defined the Digital Age 7. COMPETING WITH FREE......................................................................... 101 Microsoft Learned How to Do It Over Decades, but Yahoo Had Just Months 8. DE-MONETIZATION................................................................................. 119 Google and the Birth of a Twenty-First-Century Economic Model 9. THE NEW MEDIA MODELS.............................................................. 135 Free Media Is Nothing New. What Is New Is the Expansion of That Model to Everything Else Online. 10. HOW BIG IS THE FREE ECONOMY................................................... 162 There's More to It Than Just Dollars and Cents FREECONOMICS AND THE FREE WORLD 11. ECON 000......................................................................................... 171 How a Century-old Joke Became the Law of Digital Economics 12. NONMONETARY ECONOMIES.......................................................... 180 Where Money Doesn't Rule, What Does? 13. WASTE IS (SOMETIMES) GOOD........................................................ 190 The Best Way to Exploit Abundance Is to Relinquish Control 14. FREE WORLD................................................................................... 199 China and Brazil Are the Frontiers of Free. What Can We Learn from Them? 15. IMAGINING ABUNDANCE................................................................. 208 Thought Experiments in "Post-Scarcity" Societies, from Science Fiction to Religion 16. "YOU GET WHAT YOU PAY FOR"....................................................... 215 And Other Doubts About Free CODA................................................................................................237 Free in a Time of Economic Crisis FREE RULES.................................................................................... 241 The Ten Principles of Abundance Thinking FREEMIUM TACTICS ....................................................................... 245 FIFTY BUSINESS MODELS BUILT ON FREE..................................... 251 ACKNOWLEDGMENTS...................................................................... 255 INDEX ..............................................................................................261