Doc Searls talks about the intention economy as a future state of markets where marketing no longer means advertising and the interaction between supply and demand is about facilitating an efficient transaction. JP Rangaswami explained in his speech at the Reboot conference last week that in the economics of "Markets 1.0",
Advertising filled a gap because it was costly to research a product.
These insights got me thinking about what happens at the micro level: The buying decision and how it is influenced.
In micro economics, an exchange (say, money for a product) happens when the utility of consumption of the product exceeds the utility of the money. Measure utility in monetary terms and we can do away with the tedious 'utility of money' bit. That is simple, but actually too simple. We don't know the utility of a product before we get to use or consume it, so we are dealing with expected utility and, as usual in economics, this is where things get more interesting.
The consumer's idea of utility can be represented as a probability distribution. It is a necessary condition for an exchange to take place that the mean of the probability distribution (the expected utility) is higher than the price. But if part of the probability distribution sits below the price point then the transaction may not happen anyway - that is, if the consumer is risk averse.
At least it may not happen right away. The consumer can reduce the variance of the probability distribution by researching the product. But research is costly, both in terms of time spent and sources consulted. So how much research should we do? Again, economic principles have a precise answer for that: Continue researching until the marginal benefit of research dips below the marginal cost. From a practical viewpoint it means consulting the lowest cost sources that give the best ideas about the utility of a product. The first three sources you consult are likely to influence your idea about a product (and hence sharpen up the probability distribution) more than sources no. 21, 22 and 23.
Various sources are at our disposition when we want to find out more about a product, some examples are:
- advertising (free)
- opinions of people in your network (low cost)
- independent test reports and analyst reports (medium to high cost)
- a poll of consumers of that product (high cost)
And this is where Markets 2.0 kick in, fuelled by technology, transparency, structured and unstructured publishing, better software, search engines, collaboration and the internet's amazing ability to aggregate. Because the cost of research is coming down. On Amazon, every product is presented next to a poll of people's opinions about the product - quantitative and qualitative. On numerous websites that have established themselves as independent and authoritative, test and analysis is available for free (for example, I would never buy a digital camera without consulting dpreview.com). Through email and IM you can reach out to your personal network and ask for advice.
With the collapse in research costs we are back to Doc's intention economy. Consumers form their buying intentions irrespective of advertising and they appear on the market with intent to transact. Very traditional mechanisms brought them to this stage: ask your friends, ask the experts, and tap into aggregate data from the ones who already know - but all of it is now embodied in databases, software and a network that makes it possible.
The winners in the intention economy will be the ones who can detect intentions when they are advertised [excuse the pun] and act quickly to fulfill them.
(Note: While I have used the term 'consumer' above, I believe the same effects are present in business-to-business and financial markets as well. Probably more on that later.)
Tags:
Markets 2.0
transparency
Doc Searls
JP Rangaswami
Reboot8
intention economy
micro economics