User generated content and web 2.0: Opportunities and threats, A strategic viewpoint for decision makers


I am planning a course to be taught at Oxford uni. The topic is

User generated content and web 2.0: Opportunities and threats, A strategic viewpoint for decision makers

The target audience is corporate/decision makers. The proposed outline is as below. What do you think of this outline? Should I be adding something more? Many thanks for your feedback.

According to Nielsen/Netratings (Aug 200) , user-generated content sites, platforms for photo sharing, video sharing and blogging, comprised five out of the top 10 fastest growing Web brands in July 2006.

With the rise of MySpace ,YouTube and other Web 2.0 sites, traditional value chains are facing disruption. This disruption causes both threats and opportunities.

The course outline is:

Understanding the new world of Content covering movies, music, news, blogging and podcasting

Operational issues: Threats, opportunities, legal, social issues, trust, copyright etc

Business models, revenue streams

Social factors, community building and user interaction

Web 2.0 and Mobile web 2.0

Market evolution and scenarios

The empire strikes back: How existing content providers are using their content in conjunction with new user generated content

Case studies of successful transition to user generated content by established media companies

Strategies of key players

The impact of convergence

The threat from external players due to convergence

Future trends

Any thing else?


  1. I think this is an excellent outline and would look forward to your expansion of each topic. MP

  2. Bruce says:

    I’m not sure, it could be that these fall into the categories that you already cover, but my two additioons would be (a)examples (case studies might be too much) of where companies have got it wrong, and landed with egg on their face with user generated content, and (b) what’s holding people back. Yes, everything is taking off in the mobile area with more money going into it, just look at admobs $250m, and I’m sure I heard Kelly Goto mention 1bn for the US market in her s60 podcast. But then you have polls saying that people aren’t doing ‘mobile data’ because of cost concerns. So you’d need to look at these ‘barriers’, and how they can be overcome (and how difficult of a barrier are they. I can’t think of an ‘egg on face’ example at the mo, but you probably know of one. Anyways, there you go.