The Internet Economics book is made up:
- of an introductory part,
- seven chapters,
The introductory part is an analysis of the evolution of the field of Internet Economics through a critical review of the studies in the economic literature since the beginning of the discipline, in the ’90s, to the present day. The seven chapters that make up the book are:
- The Internet Industry – analysis of descriptive models of the Internet and its industry, and the proposition from the author of a new framework, the LIIF, which is based on the interpretation of the Internet as a meta-platform, multi-layer, and that will drive the narrative of the topics treated throughout the book.
- The Distinctive Features – what are the distinctive features that have made the Internet a platform different from the others and how they led to its evolution and the social impact that has had, from its origins to the present day, going also to identify the current developments and future trends.
- The Demand – What are the key dimensions for measuring the demand for Internet in each layer of the framework LIIF, trying to capture the salient aspects that explain the rapid growth and success of the web, and then analyze the general dimensioning of the Online industry, that the major global consulting made by calculating the economic weight of Interent GDP of major economies.
- The Supply – what are the main factors that insist on the supply side, in particular, we focused on the analysis of some of the key platforms of the Internet, such as Search Platform, and is also studied the phenomenon of Startup, the creation of new net companies, which sees its numbers and distinctive elements of the Internet.
- The Economic Models – What are the models and the particular features of the Internet, with particular reference to multi-sided markets (markets with different customer groups linked together by an enabling platform), the economic impacts of the network in traditional markets, and new online markets created from scratch, characterized by improved measurement, high customization, rapid innovation and design market more aware.
- The Business Models – what are the business models that are on the net, analyzing the classifications in the literature and propose a new classification. This will show the specificity of the Net and taking into account the latest developments of the Internet, based on three main categories identified by the author : The Transaction-based model, the Advertising based model and Free based model.
- The Markets – what are the main markets in the Internet industry with a focus on most characteristic of the sector: the Online Advertising and E-Commerce, analyzed both in terms of weight, size and key economic operating dynamics.
Finally, the book closes with an appendix contains a taxonomy of Internet products and services.