On the Value of Edge Content
EdgeIO, a new start-up that aims to disrupt the centralized listings model of Craigslist and eBay, has launched. The main idea is that people will own their own content [i.e their listings for jobs, items for sale and so on], and post them in their blog or via RSS feeds. EdgeIO will aggregate them. Many such “edge aggregation” services are now springing up. I find some of the technical ideas in EdgeIO, including their clever use of tags as URL APIs interesting.
This post is about the issue of the value of edge content. Let us say I post a job ad in my blog. Today, by tagging it with a couple of simple tags, EdgeIO will aggregate that posting in their service, so that the service visitors can find it. The difference between posting this ad in Craigslist [for free, I must add] vs posting in my blog is that I get to own the listing content, and other aggregators can also find me.
I can easily understand the value of this if I post items often - i.e I am a “power seller” in eBay terms. But for those people who post an occasional item, most of the value of that content seems to be in the aggregation. The individual posting, by itself, has little or no value.
The same issue applies to blogging in general. A casual blogger may not particularly care to own their content, and may look for convenience, rather than ownership of content, in choosing where they post. Discussion forums or comments on other (presumably more popular) blogs are a natural alternative, because they have a steady stream of visitors.
If my reasoning is right, EdgeIO’s success in unseating Craigslist will depend on how many people are occasional posters vs power sellers in Craigslist. My feeling is that Craigslist is dominated by occasional sellers, while eBay is dominated by power sellers. The fact that posting on Craigslist is so easy will make a difference to that occasional user. However easy EdgeIO makes their service, it cannot be made any easier than Craigslist is today.
Viewed this way, one strategy for EdgeIO is to court the eBay power seller audience, which may be more interested in finding lower cost channels to sell, and which is also interested in owning its listings. By having those “anchor stores”, they can court the non-power users by allowing them to list items directly. In other words, combine Craigslist with eBay, offering different value propositions for both groups.
The problem for EdgeIO is that Craigslist could do the exact same thing, and start to aggregate listings from the edge, in addition to their present model.
One thing is clear: the job of linking buyers and sellers will only get even more disintermediated. Today, eBay and Google are the two most profitable inter(net)mediaries. Who knows what the future will bring?
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