1 - The race for audience and the innovative edge
1.1 Consolidation around flagship services
Flagship service usage (search, e-mail, IM, news, e-commerce)
Internet giants chief innovations
1.2 Innovation through aggregation of new services
The rise of blogs
Development of fixed and mobile VoIP
Development of online video
Development of mobile services
1.3 Audience-building strategies
Multimedia hub and aggregation
Controlled viral open model
Co-branded service strategies
1.4 Battle of the internet giants over services
M&A and in-house development policies
Selective diversification
Internet giants failures
2 - Web 2.0: another approach to innovation on the Web
2.1 Definitions
Different approaches
Technological aspects
Consumption growth
2.2 Innovation fuelled by Web 2.0
Analysis by broad category of service (usage, case studies)
Innovation spurred by start-ups
Internet giants positioning on each type of Web 2.0 service
2.3 Are the top dogs being threatened?
New forms of web browsing
New performance measurements
New players
New threats from media conglomerates and a handful of telcos
3 - Audience monetisation and advertising
3.1 Internet and advertising
Development of online advertising
Development of free internet
Forms of online advertising: display vs. search
Performance and ad marketing
3.2 Limits of advertising
Efficient model for the biggest players
Model not suited to all Long Tail models
Viable financing for only a few types of service
3.3 Advertising innovations
New formats
New platforms
New tools
3.4 Internet giants battle for ad monies
Financial state of internet companies
Acquisition of online ad specialists and advertising tools
Rise of multi-platform ad strategies
