The introductory part consists of an analysis of the evolution of the subject of Internet Economics through a critical review of the studies present in the economic literature, from the beginning of the discipline, in the 1990s, to the present day The seven chapters that compose the book are:
Analysis of the descriptive models of the Internet and its industry, and proposition by the author of a new framework, the LIIF, which is based on the interpretation of the Internet as a multi- layer meta-platform, and which will guide the narration of the topics covered in the course of the book.
What are the distinctive characteristics that have made the Internet a platform different from the others and how they have determined the evolution and social impacts that it has had, from its origins to the present day, also going to identify current developments and future trends.
What are the key dimensions for measuring Internet demand in each layer of the LIIF framework, trying to grasp the salient aspects that explain the rapid growth and affirmation of the Network, and finally analyze the general sizing of the Online industry, which the major global consultancies have done, calculating Interent’s economic weight on the GDP of the world’s largest economies.
what are the main phenomena that insist on the supply side, in particular focused on the analysis of some of the fundamental Platforms of the Internet, such as the Search Platform, and also studied the phenomenon of Startups, that is the creation of new businesses based on the Internet, which sees numbers and distinctive elements of the Internet industry.
Such as the models and specificities of the Internet economy, with particular reference to multi-sided markets (markets with different customer groups connected together by an enabling platform), the economic impacts of the network within traditional markets, and the new online markets created from scratch, characterized by better measurement, high customization, rapid innovation and a more conscious market design.
Such as business models that are located on the network, analyzing the classifications present in the literature and proposing a new classification that highlights the specifics of the Network and that takes into account the latest evolutions of the Internet, based on three macro-categories identified by the author: Transaction based models, Advertising based models and Free based models.
Which are the main markets in the strata of the Internet industry with a focus on the most characteristic markets of the sector: Online Advertising and E-Commerce, both analyzed in terms of weight, economic sizing and key operating dynamics.