AllAdvantage
media: 3.00 din 1 vot
| media: 3.00 din 1 vot |
A fost o companie de publicitate care a fost prima in istorie sa initieze sistemul de plata pentru navigare. De asemenea sloganul lor a fost: "Esti platit daca navighezi".
Infiintarea companiei a avut loc pe 31 martie, 1999 de Jim Jorgensen, Johannes Pohle, Carl Anderson si Oliver Brock. In primii 2 ani de activitate, compania a ajuns la un capital de 200 milioane de dolari si a avut nu mai putin de 10 milioane de membrii doar in primele 18 luni.
Faptul ca membrii erau platiti pentru navigarea zilnica a facut ca site-ul lor sa devina unul dintre cele mai populare si mai bine reprezentate. Aceasta popularitate a fost vizibila in topul primelor 20 site-uri din lume precum si in Nielsen//NetRatings.

Ei au fost tot primii care au initiat software-ul Viewbar, primul soft care inregistra si urmarea activitatile si preferintele utilizatorilor in timpul navigarii acestora.
Tot AllAdvantage a fost prima companie care e creat postul de Director de "Intimitate", functie care trebuia sa asigure securitatea si intimitatea utilizatorilor.
Compania, insa, a ramas in istorie pentru adaptarea reusita a sistemului "viral marketing". In "viral marketing", membrii serviciului promovau compania prietenilor sau cunostiintelor, AllAdvantage dand o parte din castigurile generate de noii membrii, persoanelor care i-au introdus.
Nu este acelas lucru ca si o afacere de tip piramidal. Multi au considerat Agloco doar o alta piramida, lucru cat se poate de fals. Alte exemple de campanii "viral marketing" putem gasi la:
- Burger King's The Subservient Chicken si Coq Roq
- Ford Motor Company's Evil Twin campaign
- Gmail
- Borat
- Blair Witch Project
- Microsoft's Xbox 360 campaigns
- Sony's Playstation Portable campaign
Inca o data, "viral marketing" nu este nici pe aproape un mod de promovare a afacerilor piramidale.
AllAdvantage a cazut victima declinului domeniului publicitatii online in urma asa numitului "dot-com bubble burst", cand economia U.S. a intrat intr-o perioada de declin pe la mijlocul anului 2000. Se planuia initial ca actiunile companiei sa fie oferite la bursa membrilor pe la inceputul lui 2000, miscare sustinuta de bancherul Frank Quattrone si firma sa Credist Suisse First Boston. Din cauza declinului pietei publicitatii, planurile de iesire la bursa au fost anulate. AllAdvantage a incercat sa gaseasca alte surse de venit, dar a incheiat orice activitate cu membrii in februarie 2001. Pana in momentul in care si-a inchis portile, compania platise peste 120 milioane dolari membrilor sai.
De ce v-am povestit despre AllAdvantage?

Pentru ca pe 20 noiembrie 2006, compania s-a reintrupat in noua companie Agloco. Din cate am mai citit pe Wikipedia si prin alte surse, am constatat ca nu avem de a face cu oameni noi in domeniu, lucru care, sincer, mi-a mai sporit increderea in fortele Agloco si in ceea ce reprezinta aceasta.
Niste lucruri cu totul interesante am citit pe venture beat.
It was discovered two weeks ago by Gigaom, which blasted it as a pyramid scheme. It is, Gigaom reported, a reincarnation of the bubble-era AllAdvantage, which PC World at the time said was one the worst sites on the Internet. AllAdvantage folded in 2001, when Web advertising dried up.
Initial am fost ramas putin perplex, dar am continuat sa citesc:
Gigaom’s report was based on leaked materials. AGLOCO says Gigaom misunderstood some of its intentions. Its founders sat down with VentureBeat, and explained how its model is different from AllAdvantage.O sa va las pe voi sa cititi restul pe site. A fost o experienta "revelatorie", daca as putea spune, afland lucruri care mi-au marit si mai mult increderea in Agloco.
First, the similarities between the two: The AGLOCO team includes some of the same leaders of AllAdvantage. The model is pretty much the same, too: As with AllAdvantage, the user of AGLOCO signs up with the site, and volunteers detailed personal information, including name, email address, age, city, state, country and postal code. AGLOCO promises it won’t be transferred to a third party. The user agrees to surrender information about their traffic patterns to the site. Like AllAdvantage, AGLOCO offers a Viewbar, a browser-based bar at the bottom of your screen. The Viewbar (see below) displays targeted advertisements based on on content you’re viewing and your traffic patterns. Moreover, the user gets shares in the company for surfing the Web, and for referring others — and benefits go up the more that referee uses the Internet. The referral network goes five degrees (you refer a, a refers b, b refers c, c refers d, d refers e). This applies for any users, not just early adopters, and so the company argues this is not a “pyramid scheme.”
This targeting aspect is where AGLOCO’s latest incarnation could prove more powerful than last time (which, we note, was significant; people forget that AllAdvantage ranked among the top twenty Web sites, according to Nielsen/Netratings; it had ten million members). Better targeting technology exists today, and affiliate models are more established. Take a hypothetical example: You’re about to buy a book at Barnes & Nobles. AGLOCO will flash a note that you can get a better price at Amazon.com. That’s because AGLOCO has signed an affiliate relationship with Amazon, giving AGLOC an 8.5 percent discount on purchases. Since you’re a member, AGLOCO will pass on say, at 4.25 percentage points of that discount to you.
You win in another way, too: The other 4.25 percentage points AGLOCO keeps for itself accrues to its bottom line. Since you own AGLOCO stock, you benefit. AGLOCO wants to give its members 100 percent ownership. It is not raising any venture capital like last time (AllAdvantage raised nearly 0 million from various VCs including Alloy Ventures, Partech International, Rustic Canyon, Softbank, Technology Partners and WaldenVC). It will take ten percent of the company’s revenue for a management fee. This is worth it, says Jim Jorgensen, one of AGLOCO’s founding team. He says a group of aggressive Stanford business school graduates are negotiating deals with Amazon and other partners on your behalf.
This AGLOCO team is intriguing. Eight Stanford MBAs have joined, which is unprecedented. Many Stanford MBAs join companies before they graduate, but not a grouping this big, and especially not at a time when VCs and other companies are poaching MBAs more than they have in the past. They’re bringing fresh, eager blood to their wise but chastened forefathers who launched AllAdvantage. Jorgensen was co-founder and chief executive of AllAdvantage and is one of 15 in AGLOCO’s founding team (a formal chief executive hasn’t been appointed yet, and the group is acting like a commune, refusing to appoint a leader, or even hand out “co-founder” titles). AGLOCO has named Ray Everett-Church its chief privacy officer, the same guy who was CPO at AllAdvantage (AllAdvantage was the first company to have a CPO).
Daca nu ati apucat sa va inscrieti inca, nu ezitati sa o faceti cu un simplu click aici.
Zilele urmatoare o sa incerc sa aflu mai mult despre viitoarea ascensiune economica a companiei Agloco.
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