Imoto yaseJuggernaut, njengoko kubonisiwe kwi-1851 Illustrated London Reading Book.Wikimedia Commons Esi sincoko siqulathe iingcinga zam, uhlalutyo kunye nokuxhasa amakhonkco malunga nendlela i-Intanethi evele ngayo kule minyaka ingama-20 idlulileyo. Ezi zimvo bezindiqhuba kule minyaka ilishumi idlulileyo ukuphuhlisa iseti yetekhnoloji ephuculweyo, iindlela zokusebenza kunye nemigangatho.
Makhe sihlangane size sizalisekise iphupha elalisisiseko se-Intanethi: ukukhupha amandla obunxibelelwano babantu. Nceda fikelela ku aleks+ie@ganxy.com .
1. Intshayelelo
I-Intanethi ivela kumzamo wokuphuhlisa unxibelelwano oluthembekileyo kwimeko yemfazwe yenyukliya. Ibe yimpumelelo engakholelekiyo nangexesha loxolo, intsomi yenzekile: i-Intanethi ngoku idibanisa abantu abangaphezulu kwe-3 yezigidigidi, inikezela ukufikelela kulwazi kunye neenkonzo isebenzisa izixhobo ezincinci esiziphethe ezipokothweni. Utshintsho kuluntu oluza kubangelwa yi-Intanethi luya kuba lukhulu okanye lube lukhulu kunomatshini wokushicilela kaGutenberg, injini yomlilo yangaphakathi, iinqwelomoya okanye umbane-kwaye okwangoku asizukuyibona ngokupheleleyo impembelelo yayo.
I-Intanethi, ngelishwa, ayizalisekisi amandla ayo ngenxa yezizathu ezininzi:
- Ukunyhashwa kwamalungelo epropathi yolwazi ngokunyhasha kunye nokukhuhla kususe umthombo wengeniso kubaphuhlisi, iintatheli, ababhali, kunye namagcisa- kunye nokunciphisa umgangatho womxholo we-Intanethi.
- Ulwazi oluninzi oluxabisekileyo alukabikho kwi-intanethi, okanye alufumaneki lula, nokuba kukho intengiso yalo. Isizathu esisisiseko soku kukuqina kweekhontrakthi zelayisensi kunye nezenzo.
- Kunzima ngokungeyomfuneko ukwenza ishishini lomxholo ozinzileyo kwi-Intanethi: intengiso ayonelanga, kwaye ukuhlawulisa ulwazi kwiwebhu jikelele kubanjiswe ngumgaqo welifa.
- I-intanethi ibeka uluntu emngciphekweni: kukho inani elonyukayo lolwazi olungeyonyani nolulahlekisayo kwi-Intanethi, olukhokelela kupolitiko, iintshukumo ezigabadeleyo kunye nobunqolobi. Izenzo azonelanga, kwaye kukho ukusilela kwenkqubo.
- Ukuqokelelwa kwedatha yobuqu kusongela idemokhrasi ngokuvela kwenani lemibutho enamandla yokujonga abucala. Kwakhona, lo mmiselo ulilize kwaye awonelanga.
Ngethamsanqa, kukho isisombululo. Ukukhuselwa kwedatha yobuqu kunye neyabucala lilungelo lomntu wonke, kodwa kufuneka sinyanzelise. Ukuze siphuhlise kwaye sihambise ulwazi olukhuselweyo kwi-intanethi, kufuneka sisebenzise ubuchwephesha obungcono bamaphepha-mvume. Ukunyusa umgangatho kunye nokuthembeka kolwazi, kufuneka simisele iinkqubo zokuphononongwa, ukuguqulelwa kunye nodumo. Ngenxa yoko, i-Intanethi iza kuphuhlisa amandla ayo apheleleyo, kwaye siza kudala imisebenzi engaphezulu kwewaka lezigidi kuqoqosho lolwazi oluzinzileyo.
2. Ixabiso leDatha kunye noMxholo
I-Intanethi ivele ngokudibanisa uluntu lwabaphandi, kodwa njengoko i-Intanethi yayikhula, isimilo sokuziphatha kakubi sasingadimazeki ngokwaneleyo.
Xa ndadibanisa imigangatho emininzi ye-intanethi (i-PNG, i-JPEG, i-MNG), ndandikhokelwa ngumbono wokudibanisa ubuntu. Amaqela amavolontiya anjengam aphuhlisa imigangatho evulekileyo eya kuvumela abadwelisi benkqubo ukuba benze isoftware ye-intanethi ngaphandle kwezithintelo okanye irhafu. Sasiyiva le nto ingaba yinto enkulu ukuba siphumelele, kodwa asizange sicinge ukuba iibhiliyoni zabantu ngoku ziya kusebenzisa imigangatho evulekile kunye nesoftware evulekileyo esiyenzileyo. Ihlabathi lincinci kunangaphambili. Ubuhlobo ngoku bujikeleze umhlaba. Itekhnoloji ye-Intanethi iyasinciphisa isidingo sokuhamba ngomsebenzi, ukunciphisa ukusetyenziswa kwepetroli kunye nongcoliseko.
I-Intanethi yayiyilelwe ukudibanisa amaziko emfundo ambalwa, angala, iiyunivesithi kunye neelebhu zophando. I-Academia luluntu lwezifundiswa, oluhlala lusekwe ekuvulekeni kolwazi. Mhlawumbi okona kubalulekileyo kwimbali ye-Intanethi luluntu oluchasayo olwenziwe ziinzululwazi zekhompyuter, abalawuli, kunye neenkqubo, uninzi lwazo ezingadibananga ngqo nezifundiswa kodwa ziqeshwe ziinkampani kunye namaziko. Nanini na xa kukho uluntu, amalungu alo kunokwenzeka ngakumbi ukuba azinikele ngexesha kunye nezixhobo kuwo. Yababantu abahlali abenza iiwebhusayithi, babhala isoftware, kwaye baqala ukubonelela ngeenkonzo ze-intanethi.
Izakhono zoluntu oluhlaselayo zifunwa kakhulu kwaye ziyahlawulwa kakuhle, kwaye abahlaseli banokukwazi ukunikezela ixesha labo lokuzonwabisa eluntwini. Umbutho uxhasa ngemali iiyunivesithi kunye namaziko aqeshe abafundi. Ngaphakathi kuluntu lwezifundo, imbuyekezo ikwicatshulwa, ngelixa ukukopa okanye ukukhohlisa kungonakalisa umsebenzi womntu. Amaziko noluntu bayinyanzelisile le mithetho ngokusesikweni nangokungekho sikweni ngomnqweno wamalungu wokugcina nokukhulisa ukuma kwabo eluntwini.
Ixabiso lendawo yokufunda linokugcinwa kwiiyunivesithi, kodwa alonelanga ngaphandle kwayo. Xa amashishini kunye noluntu ngokubanzi bejoyina i-intanethi, uninzi lweetekhnoloji ze-intanethi kunye neenkonzo zazonganyelwe ngabantu abafikayo ababengabelani ngexabiso labo kwaye bengengawo amalungu oluntu. Ekuqaleni, bekukho i-imeyile encinci engafunekiyo, okanye ugaxekile, kwi-Intanethi. Kodwa xa iMelika ekwi-Intanethi kunye nabanye ababoneleli ngeenkonzo beqala ukuzisa inyambalala yabasebenzisi abatsha be-Intanethi ukuqala nge1996, ugaxekile waqala ukukhula. Kwakungogaxekile owehlise iiforamu ze-USENET kwaye wenza abathengi be-imeyile abasemagunyeni baphantse basebenziseka. Iinkampani ezininzi zisabanjiwe ngokukhanyela uhlaselo lwenkonzo kumaseva abo. Ulwazi olungeyonyani luphazamisa abantu ngeengcinga ezingeyonyani okanye ezingafunekiyo zelenqe, unyango olungasebenziyo, ngelixa luququzelela umbutho wabanqolobi ekuqesheni nasasazeni. Uqikelelo olugqithisileyo luye lwenza ukuba imeko ibe mbi ngakumbi kubasebenzisi be-Intanethi.
Ukulwa nogaxekile kukhokelele kurhwebo lwe-Intanethi, kunye nolawulo olugqithisileyo kulawulo kunye nolwazi
Iinkampani ezinkulu zeendaba zewebhu ezinje ngeGoogle, iAmazon neMicrosoft zikwazile ukubona ugaxekile ngokwenza iinkqubo eziphakathi. Iinkonzo zabo zithandwa kakhulu, kwaye iinkampani zithandwa luluntu jikelele. Kodwa ngenxa yoko, zimbalwa iinkampani ezinolawulo lwexabiso elingazange labonwa ngaphambili. Ezi nkampani zinako ukufikelela kwinto esiyikhangelayo, into esiyithumelayo, into esiyithumela nge-imeyile, abo sithumela umyalezo kubo, apho siya khona, esihamba nabo, esibafowunelayo, iiwebhusayithi esizibonayo.
Iqela elincinci labantu abaceba ngaphakathi kwezi nkampani okanye i-hacker yangaphandle inokufikelela kuyo yonke le datha. Oko kungena kuye kwenzeka amatyeli aliqela ngaphambili ( * , * , * ). Ngaphandle kokungena, ezi nkampani sele zingena kule datha ngoku kwaye zinokuzisebenzisa ngeendlela esingakwaziyo ukuzibona. Imithetho yabucala ayisikhuseli: akunakwenzeka ukuba ufumane ukuphulwa xa idatha yangasese igcinwa kunye neenkampani.
Ezi nkampani zeendaba zewebhu zivelisa inzuzo zisebenzisa idatha yethu. Imodeli yabo yeshishini iququzelela intengiso. Abathengisi abasebenza neenkampani zeendaba zewebhu banokujolisa kuthi ngokubhida kwisini sethu, iminyaka yethu, okanye indawo esihlala kuyo okanye kwanokuzazisa kwethu. Ezi nkampani zosasazo lwewebhu zilawula ukusebenza kweefowuni zethu, iikhompyuter, izikhangeli zewebhu esizisebenzisayo ukwenza iibhanki kunye nonxibelelwano. Banokuvula imakrofoni okanye ikhamera nangaliphi na ixesha ngokutyhala uhlaziyo lwesoftware. Kubonakala ngathi silungile ngokugqibeleleyo kwiinkampani esele zisebenzisa idatha ukwenza inzuzo, ngokwenza uhlalutyo lwedatha malunga nathi, nokukhetha ukuba yeyiphi na intengiso enokuthi inyanzele ukuba sithenge into esingayidingiyo ngelixa siphazamisa unxibelelwano, Uphando okanye ukuzonwabisa esikwenzayo. Baqala ukusebenzisa idatha yethu ukuqeqesha ubukrelekrele bokusebenza, besebenzisa ixabiso lolwazi lwethu kwaye balusebenzisa kwenye indawo.
Logama uluntu luthembele kwezi nkampani, inani lolwazi kunye nedatha liya kukhula. Kufana nebhaluni efumene idatha. Kuyingozi: kuthatha inaliti enye ukuze kuphume ibhaluni. Ewe kunjalo, emva kokuqhekeka, abantu abasayi kuzithemba iinkampani kwakhona. Kodwa kukho ulwazi oluninzi apho kangangokuba nesiganeko esinye sinokuba yinzuzo kakhulu. Kukungakhathali kwezi nkampani ukuba zingakhuseli ulwazi lwabucala kwimeko yokuhlaselwa kweenkqubo zazo. Asifanele silindele lukhulu: ulwabiwo lwedatha yomsebenzisi ngumba ophambili kwiinkampani ezininzi. Umzekelo, umseki we-Facebook wagqogqa kwiindawo ezikhuselweyo zenethiwekhi yekhompyuter yaseHarvard kwaye wakopa imifanekiso yabafundi yokulala yabucala. Emva koko wabasebenzisa ukwenza iwebhusayithi apho abasebenzisi babeka abafundi ababini ngokusekwe kukutshisa kwabo ( * ).
Le meko iba yingozi ngakumbi kuba siyazithemba ezi nkampani ukuba zisinike iziphumo zokukhangela ngaphandle kokukhetha kunye namaxwebhu ngaphandle kokuphazamisa. Ukuba amandla eenkampani zabathengi kwi-intanethi ayaqhubeka nokukhula, akukho mntu uya kuyazi ibhaluni evelileyo. Sele kukho ubungqina bokuba iinkampani zabathengi ze-intanethi ziyabandakanyeka kwezopolitiko ngokudlalisa iziphumo zophando ( * ), Ukuthenga iinkampani zeendaba ( * ) kunye nokuxhasa ngezopolitiko ( * , * ). Ke, xa ibhaluni ipapa, ngekhe kubekho zithuba zeendaba kwaye kungabikho ziphumo zophando malunga nayo.
Iinkampani zosasazo lwewebhu zifumene amakhulu ezigidi zeedola ngokufumana ixabiso kwidatha yobuqu neyokhuseleko
Ngenxa yophuhliso lwe-intanethi kule minyaka ingama-20 idlulileyo, inqanaba lomndilili womxholo kwi-intanethi liye lehliswa, uninzi lwabapapashi luphumile kwishishini, kwaye sinentengiso engaphezulu kunangaphambili. Umzi-mveliso weemagazini unciphe ngama-20% phakathi konyaka wama-2005 nowama-2011. Inani labasebenzi kwigumbi leendaba lehle ngama-40%. Kodwa ke, sineenkampani zeendaba zewebhu ezifumana amaxabiso alinganiswe kumakhulu ezigidi zeedola. Iinkampani zosasazo lwewebhu zikufumene oku ngenxalenye enkulu ngokudibanisa intengiso kunye nomxholo nokuba uthathwe kwiinkampani zosasazo okanye wenziwe ngamavolontiya angahlawulwanga, ngelixa ubuyisa iqhekeza elincinci laloo mali kwabo badala umxholo. Kwenzeka njani oku?
Ngasentla ndiye ndachaza indlela iinkampani zeendaba zewebhu eziqokelela ngayo kwaye zikhuphe ixabiso kwidatha yethu yobuqu. Uninzi lwezi zinto sele luphuhlisile ngaphambili, kunye ne-intanethi yoluntu. Kwakungamavolontiya, abaphathi bewebhu, abenza iiwebhusayithi zokuqala. Iiwebhusayithi zenze ukuba ulwazi lufikeleleke ngokulula. Iwebhusayithi yayiyipropathi kunye nophawu, ukungqinisisa igama lomxholo kunye nedatha apho. Abasebenzisi baziphawule ezo webhusayithi bazithandayo ukuze baphinde bazivelele kamva-okanye nge-imeyile abaqulunqi bewebhusayithi kunye neengcebiso kunye nezimvo. Ezinye zewebhusayithi ikakhulu ziqokelele amakhonkco kwezinye iiwebhusayithi kwaye zigcina amakhonkco akhoyo ngoku kwaye ekhethiwe.
Ngezo ntsuku, bendigcina okwangoku malunga nenkqubela phambili ebaleni ngokulandela amaqela eendaba kunye nokutyelela rhoqo iiwebhusayithi eziphambili ezilungelelanisa ulwazi ngesihloko esithile. UGoogle ufake umfanekiso ngokukhuphela yonke i-Intanethi kwaye ayikhombise. Yayisisivumelwano seFaustian se-webmasters: ukuba bathintele uGoogle ekurhubuluzeni nasekusebenziseni idatha, iiwebhusayithi zabo zinokuphelelwa ngamandla. Kodwa ukuba baye bavumela uGoogle ukuba akhase, baya kuvumela uGoogle ukuba enze ikopi yamaphepha kwaye asebenzise ulwazi olukhoyo ukwenza inzuzo kuGoogle. Enye into eyenzekileyo nayo: ityala elibonwayo lokufumana ulwazi laya kuGoogle kwaye akusekho kubadali bewebhusayithi.
Emva kweminyaka embalwa ndigcina iwebhusayithi yam, bendingasafumani luxabiso lukhulu ngalo msebenzi, ke ndiyekile ukugcina amaphepha kwiwebhusayithi yam kunye nokugcina amakhonkco. Oku kufuneka ukuba kwenzeke malunga no-2005. Inani elandayo labahleli beWikipedia bayayishiya imizamo yabo engahlawulwanga yokugcina umgangatho ekulweni nokonakaliswa okanye umxholo wogaxekile ( * , * ). Kwelinye icala, abathengisi bayaqhubeka nokuba nenkuthazo yokubeka ulwazi kwi-Intanethi oluya kukhokelela kwintengiso. Ngenxa yokuncitshiswa kwabanikeli kwiwebhu evulekileyo enophawu kunye nekhredithi, iziphumo zophando kuGoogle zihlala zikumgangatho ombi.
Xa ukukhangela kwi-Intanethi kwathatha ngokuthe ngcembe kwiiwebhusayithi, yayinendawo enye apho ipropathi yomntu obhalayo kunye nophawu lomntu lwalusakhuselekile: ukubhloga. Ngelixa uphando luvelise iziphumo ngesihloko esithile, umntu unokuhlala ngoku ngokulandela iibhlog kwizihloko ezinomdla. Isoftware yokufunda i-RSS ibonelele ngendlela yokugcina imirhumo okanye iibhukumaka kwiiblogi. Uluntu luxhumekile ngezimvo kwizithuba zebhlog. Iibhlog zazisaziwa kwaye babhalisele ngokobuqu.
Awu, nanini na xa kukho izixhobo ezingakhuselekanga kwi-intanethi, ezinye iziqalo ziya kungena zivune. Izixhobo zosasazo loluntu zenziwe lula ukuba zabelane ngekhonkco. Yiyo loo nto umntu ophembelelayo enokuthi ngokulula athumele ikhonkco kwinqaku elibhalwe ngomnye umntu ngaphakathi kwabo kwimidiya yokutya. Incoko yasuswa kwiposti yebhlog kwaye endaweni yoko yaphuhliswa kwisondlo sempembelelo. Ngenxa yoko, amanqaku abhalwe ngocoselelo aye aba sisixhobo nje sempembelelo. Ngenxa yoko, inani leeblogi ezintsha liye lawa.
Iinkampani zemidiya yoluntu ezinje ngeTwitter nakuFacebook zinciphise izithintelo ekungeneni ngokwenza ukuba kube lula kakhulu ukubhekisa kwimixholo yabanye kangangokuba iphuli yabaphembeleli yayiyinto elula etyebileyo: ubuntu obudumileyo obuvela kumajelo eendaba aqhelekileyo baba ngabantu abalandelwa kakhulu kwimidiya yoluntu. Iinkampani zemidiya yoluntu emva koko zasebenzisa ubudlelwane kunye noluntu kwaye zaqala ukufaka ezazo iintengiso. Ngale ndlela, nkqu nemithombo yeendaba zentlalo iqale ukubuna. Inxalenye yokunyuka kwepodcasting kukungakwazi kweendaba zosasazo ukuphazamisa ukubhaliswa kwepodcast kusetyenziswa ii -apps ezizodwa ( * , * ). Kodwa ngumbuzo nje wexesha xa ipodcasting iza kudityaniswa.
Intengiso isilela njani njengemodeli yeshishini lobuntatheli?
Ukufumana ingeniso ngomxholo wasimahla, abapapashi bathengise indawo yentengiso yezibhengezo zentengiso. Iinkampani zeetekhnoloji zentengiso ezinje nge-DoubleClick (eyathi kamva yafunyanwa nguGoogle) zathengisa indawo yentengiso egameni labapapashi ukuze banqumle ingeniso. Ngenxa yokungabikho kokhuphiswano kubuchwephesha bentengiso isabelo sengeniso siyaqhubeka ukungathandeki kubapapashi. Ngaphaya koko, ubuqhetseba bentengiso obuninzi bukhokelele ngaphezulu kwe- $ 7B kwingeniso eya kubakhohlisi endaweni yabapapashi ( * ).
Ngenxa yoko, intengiso yewebhu ayinanzuzo: ingeniso enokwenziwa ngentengiso yephepha lewebhu ilinganiswa ngeesenti kuphela, ngelixa ingeniso yobhaliso evela kumaphephandaba kunye neemagazini yayilinganiswa ngokulula ngeedola ngeyure. Kwangelo xesha, umxholo okwi-Intanethi awukhuselekanga ngokusisiseko kwilungelo lokushicilela eliqhelekileyo. Ukudalwa komxholo wokuprinta kunye neefoto, ukuqokelelwa kwamakhonkco kwamanye amaphepha afanelekileyo kuphelela ekubeni sisibonelelo esivunwa ziinjini zokukhangela, imithombo yeendaba zentlalo, kunye neefama ezinomxholo ezigqibela ngokukhupha uninzi lwexabiso lemali.
Umzekelo, injini yokukhangela iya kukhupha isihloko kunye nesishwankathelo, kwaye iphinde isetyenziswe kwiphepha labo ngeziphumo zophando- kodwa umpapashi akazukuthatha inxaxheba kwingeniso yentengiso enenzuzo eboniswe kwiphepha lesiphumo sokukhangela. Imithombo yeendaba kwezentlalo iya kuphinda iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde iphinde nayo ngokufanayo ukuba amajelo asekuhlaleni aya kuphinda abuyele iifoto, iintloko, kunye nezishwankathelo ukudala iindaba ezithandekayo, kwaye ngokufanayo, abayi kubelana ngenzuzo yentengiso ekujoliswe kuyo kunye nabadali babo. Isiqulatho sefama siza kuphinda sisebenzise umsebenzi onzima wokunika ingxelo yobuntatheli ngokwenza inqaku eliphuma kwiqhezu leendleko- elinokupapashwa kuphela kwimizuzu okanye kwimizuzwana emva kokupapashwa okokuqala.
Ukonyusa ingeniso kwimeko enjalo, abapapashi benze intengiso yande ngakumbi, isusa ubumfihlo ngokulandela umkhondo, ukunciphisa isantya sokulayisha iphepha, ukwandisa inani ledatha esetyenzisiweyo kunye nokunciphisa ubomi bebhetri. Oku kukhokelele abasebenzisi abaninzi nangakumbi ukuba basebenzise izixhobo ezinje ngeebhlokhi zentengiso ( * ), Izikhangeli ezikhusela intengiso ( * , * ), kunye neeapps zokufunda ngaphandle kweintanethi ( * , * ). Ezi zixhobo zihlutha umxholo wentengiso kwaye ke abapapashi bengeniso. Isikhangeli sikaGoogle kuGoogle siceba ukuqala ukuvimba iintengiso (mhlawumbi ezingezizo ezikaGoogle, ukuqhubeka nokudibanisa isabelo sabo esele sibalasele) kwi2018 phantsi kokuzenzisa ( * ). UGoogle noFacebook bazibandakanya kunyango phantsi kwephiko lokulwa iindaba ezingezizo ( * , * ), Nangona izindululo zibhetele ( * ).
Impumelelo yeemodeli zeshishini elihlawulelweyo kunye nokhukuliseko oluqhubekayo lwentengiso yedijithali
Kutshanje ndiye ndabona ukuba ndifunda umxholo wewebhu kancinci nangaphantsi, kwaye ndafunda ii-eBooks ngakumbi. Kuyinyani ukuba amanqaku ewebhu ahlala emifutshane kwaye elula, kodwa ndifumanisa ukuba ndigcina ixesha elininzi ngokufunda iincwadi ezibhalwe kakuhle kwaye zibhalwe kakuhle kubapapashi abaziwayo. Akukho mfuneko yokuba uhlawule imali eninzi ukuze uthenge iincwadi ze-ebook - umntu unokubolekisa okanye aziqeshise kumathala eencwadi oluntu nakwiivenkile ezikwi-intanethi ezixhasa ukubolekwa kwemali. Amathala eencwadi oluntu asebenzise ngaphezulu kwe-6% yazo zonke izinto zokuchitha kwinkcitho yee-ebook.
Kutheni le nto ii-ebook zingcono kunamanqaku ewebhu? Iincwadi zineemodeli ezingcono zeshishini kunamaphepha ewebhu: xa kuthengiswa i-ebook okanye ibolekisiwe, ababhali kunye nabapapashi bafumana umvuzo. Ingeniso ivumela ababhali ukuba benze uphando olusemgangathweni kunye nokubhala. Ingeniso ikwavumela abapapashi ukuba benze ukhetho olusemgangathweni, ukuhlela, uyilo kunye nokusasazwa. Ingeniso ibaluleke kakhulu ngexesha lokushicilela umxholo wewebhu kwiwebhu ngokuya ngokuvolontiya kunokuba uziphilise, kwaye indlela yokuphila imalunga nokwazisa abathengisi okanye, kutshanje abaxhasi. Umxholo oxhasiweyo okanye imodeli yentengiso yemveli imalunga nokubonisa intengiso njengomxholo, ukuze abafundi bacinge ukuba bafunda inqaku xa ngokwenyani befunda isibhengezo.
Iifemu zosasazo lwewebhu ezihlawulise ngempumelelo umxholo zixabisa ngaphezulu kakhulu. Ixesha lezeMali lithengisiwe nge-1.3B yeedola kwaNikkei, kujikeleziswa i-1.3M. I-Economist ixabiswe kwi-1.5 yezigidigidi zeedola ngokuthengisa isigxina sikaPearson, ngenani elifanayo lababhalisi be-1.3M, kunye nokufikelela kwi-11M ngokwamanani. Olu papasho ke luxabisa i-1K yedola ngombhalisi ohlawulelweyo. Kwelinye icala, amaphephandaba angakuthinteli ukufikelela kumxholo wawo axabisa kakhulu umthengi ngamnye: IWashington Post ithengiswe nge-250M yeedola ngokujikeleza okuhlawulelweyo malunga ne-400K, nokuba ukufikelela kwidijithali ngama-76M. IBoston Globe kunye nezinto zayo ezinxulumene nayo zaseNew England zithengiswe nge-70 yezigidi zeedola ngokufikelela kwi-571K.
Iimodeli zeshishini ezihlawulelweyo zibiza kakhulu ukwenza amaphepha-ndaba amancinci. Kodwa okona kubaluleke nangakumbi, abaphathi boyika ukuba ukonyusa amaxabiso kuya kuhlisa inani labafundi, abaye bonakaliswa ngumxholo wasimahla. Yiyo loo nto, ngelixa i-Financial Times kunye ne-The Economist bekhetha indlela yokuhlala ngokuzimela ngokwezimali kubathengisi, uninzi lwamaphephandaba aseMelika kunye namaphephandaba afana neThe Guardian bakhetha abaphulaphuli abakhulu, ngelixa beqhubeka nokuncipha kunye nokunciphisa iindleko.
Ukuhanjiswa komxholo ngamaphephandaba esizwe kukhokelele ekushabalaleni kweeblogi ezininzi, amaphephandaba amancinci, kunye neemagazini. Ngoku nawo la maphephandaba esizwe ayasongelwa. Banethemba lokuba ukukhula kwababukeli bedijithali kuya kukhokelela ekukhuleni kwengeniso yentengiso, kusetyenziswa imodeli yendawo yokuqesha ecaleni kwamanqaku kuthungelwano lwentengiso yedijithali. Nangona kunjalo, uthungelwano oluhlanganisiweyo lwentengiso yedijithali enjengeFacebook neGoogle lutshaba olomeleleyo. Ezi nethiwekhi zimema amaphephandaba ukuba adibanise imixholo yawo kwiziphumo zophando kuGoogle kunye neendaba zeFacebook ezondla ngokutshintshiselana ngeqhezu lengeniso yentengiso. Okwangoku, uGoogle noFacebook banokudlala umdlalo weentandokazi, kwaye babambe yonke idatha yabathengi.
Umxholo uthotywa njani kukusebenzisa i-Intanethi njengesixhobo sokwazisa
Mhlawumbi olona tshintsho lubalaseleyo kumzi-mveliso womxholo kwenzeke kumculo. Phakathi kowe-1996 nowama-2014, ama-75% eengeniso zomculo zehlabathi aphuma, aphuma kwi- $ 60B ukuya kwi- $ 15B ( * ). Ingeniso yonyaka kwi-capita nganye e-US yehle i-67% ukuya kwi-26 yeedola phakathi kuka-1999 no-2014 ( * ). Inani labaculi bomculo abasisigxina lehle nge-42% phakathi kuka-2015 no-2000 e-US ( * ). Umndilili waseMelika uchitha ngaphezulu kweeyure ezi-4 ngosuku emamele umculo: oku kungaphantsi kwe- $ 0.02 / iyure yomculo, kwaye kuphela iqhezu lokwenza loo nto kumdali wayo.
Owona mthombo wenzala okhawulezayo womculo kukusasazwa kwedijithali. Imodeli yeshishini lokusasaza kwidijithali isekwe kwirediyo ebibhatala isixa esingabalulekanga ngokutshintshisa ukudala umculo. Nangona kunjalo, usasazo lwedijithali lubonelela ngezigidi zamajelo endaweni yeshumi elinokubakho xa kwakusenziwa imodeli yeshishini. Ngomathotholo wakudala, enye yayingenakho ukukhetha ukuba imamele ntoni, kwaye kwafuneka ithenge icwecwe ukuze ikwazi ukumamela ingoma ngokungenasizathu. Kodwa iinkonzo zosasazo lwedijithali zibonelela ngobu buchule ngelixa uhlawula umculi kuphela isixa sesikhululo sikanomathotholo. Amagcisa aliqela akhethe ukuphuma kwiinkonzo zokusasaza ( * ), nangona kunzima ukwenza njalo ( * ). Iimvumi ezizimeleyo zikwimeko engaginyisi mathe kwaye zifumana imali ephindwe kali-10x kumdlalo ngamnye kunabapapashi bomculo abakhulu- abahlala bebambe izitokhwe zobunini beenkonzo zokusasaza umculo ngokwedijithali.
Nangona kunjalo kwisikimu esikhulu sezinto, iinkampani zomculo zosasazo lwedijithali azizizo zodwa ekuweni komzi mveliso womculo. Basazama ukuhlawulisa ukufikelela kumculo phantsi kwento yonke onokutya kuyo xa unika umxholo wasimahla odityaniswe nentengiso. Ingxaki yokwenyani yimodeli exhaswa yintengiso: ukuba iwebhusayithi okanye usetyenziso lunikezela nayiphi na into yomculo simahla ngentengiso ethile kubo bonke abantu ngobuninzi obungenamda - kunzima kakhulu ukukholisa abathengi ukuba bayithenge. Ngobuntu bomntu njengoko bunjalo, abathengi banomdla wokujonga okona kubiza kancinane. Kwaye eyona ndlela ibiza ixabiso eliphantsi kwezi ntsuku yenzeka kwiYouTube.
I-YouTube inabasebenzisi abangaphezulu kwebhiliyoni bebukele izigidi zeeyure zevidiyo ngosuku ( * ), Kwaye yaveliswa ngaphezulu kwe- $ 4B kwingeniso yentengiso nje ngo-2015 - kodwa ihlawule kuphela malunga ne- $ 2B kubanini bamalungelo kwiminyaka elishumi ukusukela ngo-2007 ukuya kuJulayi ka-2016. Elona gama lidumileyo lokukhangela kuYouTube ngumculo. Ingeniso yinxalenye encinci yexabiso elenzelwe uGoogle: kukho ukulunga kunye nedatha evelisiweyo. Ukulunga lixabiso lebrendi elenzelwe iYouTube ngokunika umxholo kude yenye indawo yenzuzo kwinkampani, kwaye loo nto ayilinganiswa kubalo lwengeniso. Idatha evelisiweyo ivumela uGoogle ukuba enze iiprofayili zokujonga ngokubanzi zabasebenzisi ezibavumela ukuba benze ngcono iintengiso. I-YouTube isimahla, ngelixa kwangaxeshanye, abantu bonwabile ngokugqibeleleyo ukuhlawulela isiselo, ukutya, ukukhwela i-cab okanye iholide.
Iindlela eziphambili zokwenza imali umxholo kule mihla yimodeli yobhaliso. Isebenza njani lonto? Umbhalisi uhlawula umrhumo osisigxina rhoqo ngenyanga kwaye ufumana ukufikelela okungenamda kumxholo. Imizekelo yoku yiNetflix yevidiyo kunye neSpotify yomculo. Yinto efana nokutya yonke into onokuyitya: intlawulo eqingqiweyo yenani elingenamda lokutya. Kubonakala ngathi kunomtsalane, kodwa ukuyenza isebenze, kukho inani elincinci lezinto ezikumgangatho ophezulu kunye nesixa esikhulu semixholo engabizi kakhulu. INetflix ibonelela ngeakhawunti yesilingo njengoko ividiyo ekumgangatho ophezulu isenqabile kwi-Intanethi, kodwa iSpotify kufuneka ikhuphisane neYouTube ngokubonelela ngenqanaba lasimahla elixhaswa yintengiso. Logama nje iYouTube inokubonelela ngokukhululekileyo ngesiqulatho, kuphela liqaqobana lentengiso enokubakho ekuvumayo ukuhlawula ngaphezulu. Kutheni le nto umfundi ehlawula i- $ 10 nge-albhamu ukuba banokufumana umrhumo weSpotify ongaphantsi kwe- $ 5 ngenyanga? Ukanti enye into ethathelwa ingqalelo kumnini wamalungelo omxholo: banolwazi olulinganiselweyo kuphela okwenzekayo ngomxholo wabo, ulwazi lulibazisekile kwaye kunzima ukuthembela kunye nokuphicotha oko bakufumanayo.
Iiwebhusayithi zeendaba zizamile imodeli yemitha- apho inqanaba elixhaswa ziintengiso liphatha kuphela inani elinamanqaku amanqaku anokufundwa. Mhlawumbi imodeli enjalo iya kuvela nasemculweni. Kodwa eyona ngxaki iphambili kukuba amanqaku asaphathwa njengasimahla, kwaye iindaba zosasazo ziyaqhubeka nokuxabisa indima yabo yokuhlela nangona indima yokuhlela sele idluliselwe kubaphathi beendaba ezentlalo abasebenzisa izinto ezingabizi mali inikiweyo.
Imirhumo ibonwe njengesisombululo somxholo wokwenza imali kwi-intanethi. Okwangoku, kwangaxeshanye, nonke-ninokutya iivenkile zincinci kuzo zonke iivenkile zokutyela. Imirhumo ayizukubandakanya umxholo ophezulu ngaphandle kwentlawulo eyongezelelweyo. Ukukhethwa kwento yasimahla kunye nengayiyo kuya kuba kukuzithoba kwaye kubize ukuxoxa. Okwangoku, okoko nje uluhlu olukhulu lomxholo lufumaneka simahla. Ukufikeleleka ngokubanzi komthamo omkhulu kwiSpotify kwenza ukuba kube nzima kumabhanti kunye neelebheli ukubonelela ngomculo wabo ukhuphelo lwedijithali. Kakade, imodeli ye-Apple iTunes yokuthengisa ii-singles ezinamaxabiso afanayo ukongeza kwii-albhamu yenza ukuba kubize kakhulu ukuqokelela i-albhamu enezingoma ezibalaseleyo. Imodeli yobhaliso linyathelo nje elilandelayo kweli cala. Imodeli exhaswa yintengiso kukutsiba ukuya kwi-zero. Olu khuphiswano lwamaxabiso lukhokelela kumzi-mveliso kumhla wokuhla oya kuthi ekugqibeleni unciphise ubuchule.
Zixhamla njani ezinye iinkampani kwintetho yomxholo wasimahla, kunye nendlela ithemba labadali bemixholo elingenzi ngayo.
Nge-Intanethi, yomibini imiqobo yehla: ukwahlulwa kolawulo lwedijithali phakathi kwamakhulu eejografi, kunye nokunqongophala kokuthotyelwa komthetho kwezobuchwephesha kukhokelele ekubeni imithetho yelungelo lokushicilela yaphulwe rhoqo. Ukukhululeka kokukopa okanye ukuguqula kususa utyalomali kunye nokulibaziseka obekukho ngaphambili kubathwali bomzimba. Okokugqibela, iinkampani zeendaba zosasazo lwewebhu ziphumelele ngokuphembelela ngokuchaseneyo nemithetho enokuthintela okanye yokuthintela unyanzeliso lwamalungelo obunini ( * ) nangona oko kunokwenzeka ngobuchwephesha, ngelixa isenziwa ngumsindo esenza kube nzima ukusebenzisa ( * , * ). Ke ngalo mzuzu, isakhelo se-DMCA ukusuka kwiminyaka emnyama ye-Intanethi (1998) ihlala injalo, nayo yonke imiqobo ( * , * ).
Nabani na ozenza ngathi ukhulula umxholo kule nkqubo, uye adlale indima ebonakalayo ngathi yiRobin Hood kwaye ufumana ikhredithi, ingqwalaselo kunye nezixhobo. Abo baququzelela ubuqhetseba ngokungekho mthethweni baba zizityebi kakhulu, njengoKim Dotcom ( * ), okanye onamandla kwezopolitiko, njengomseki wePirate Bay uPeter Sunde ( * ). Ngamanye amaxesha, iinkampani ezaphula umthetho wobunini ngokukodwa, njengevulandlela lomculo wobuqhetseba uNapster ( * ) okanye i-MegaUpload kaKim Dotcom ( * ) cima. Kodwa zimbalwa iimpembelelo zobuqu kwiiarhente: Umseki-co-co-Napster uSean Parker kamva wanceda ukuqala i-Facebook njengomongameli wayo-kwaye ngoku ungusozigidigidi ( * ).
Kukho iyantlukwano eyahlukileyo phakathi kwabadali kwindima yelungelo lokushicilela. Ezi zinto zenzayo ziyatya, kwaye zichitha ngaphezulu kuninzi lwabanye, ke ukufikelela simahla kuyathandeka. Ukucacisa oku, bonwabile kakhulu ukuba babelane ngesisa ngomsebenzi wabo nabanye, bazibandakanya kuqoqosho lwesipho sabo. Abadali bahlala besekela umsebenzi wabo kwindalo yabanye, ukuxubana nokuzoba inkuthazo kuyo, kodwa iinkqubo ezingqongqo zelayisensi zenza ukuba kube nzima ukufumana iimvume ezisemthethweni. Ukunqongophala kokusebenza elubala kunye neekhontrakthi zecala elinye kumashishini opapasho kudala ukwahlukana phakathi kwabadali kunye nabapapashi. Ngenxa yoko, uninzi lwabadali bajonge ekuhlaziyweni kwemithetho yelungelo lokushicilela, rhoqo ngokuyisusa iyonke. Nangona kunjalo, ukwaliwa kwamalungelo abadali kukujonga okufutshane. Olu tshintsho luya kuba luncedo kubalamli abanjengeendaba ze-Intanethi kunye neenkampani zokukhangela. Kwaye ezi nkampani zezona zixhasa imibutho yeetanki zokucinga kunye neenzame ezisisiseko ezigxeka ilungelo lokushicilela, kunye nokuxhasa abo baphembelela ukukhuthaza ukukhutshwa kwelungelo lokushicilela. Ngale mizamo kunye nokwamkelwa kwengqondo yasimahla yomxholo, ziimodeli zentengiso kuphela ezinokwenzeka.
Abadali nabo bazimisele ukunika ukufikelela simahla kuye wonke umntu ukuze bafumane kwaye baphuhlise oku kulandelayo. Sisicwangciso esasisebenza kakuhle kwiintsuku zokuqala ze-Intanethi xa kwakukho uluntu olomeleleyo, ukungabikho kwesiqulatho kwaye kusasebenza iindlela zokuthengisa umxholo. Kodwa kule minyaka ingaphezulu kwe-10 ikhona iYouTube, akukho nelinye icwecwe elithengisa kakhulu elithe lasungulwa kwiYouTube- kwaye uninzi lwamagcisa asafunyanwa kwaye asungulwa ngothungelwano loshishino olukhoyo.
Ithemba ibikukuba umculo wasimahla uya kwandisa ukuya kwikonsathi. Nangona kunjalo, ngelixa i-13B yeedola (kwiidola ezilungiswe ngamaxabiso emali) yerekhodi yomculo erekhodiweyo e-US yaphela phakathi kuka-1999 no-2014, ingeniso yekonsathi ephilayo inyuke kuphela nge-4.1B yeedola kwangelo xesha linye: ukugcwalisa umsantsa, kwanokuphindaphinda kathathu ngoku Ingeniso yekonsathi ayinakwanela ( * , * ). Ke, ukhuphiswano lokunikwa ingqalelo ngokunika umxholo kude kuphela umculo wexabiso.
Elinye ithemba ibilelo lokuba abalandeli baya kunikela. Nangona kunjalo, ekuphela kwesiphumo kukuqhubeka nokusilela kurhwebo kwimodeli yomnikelo ( * ). Xa umculo ubonwa njengosimahla, kwaye xa ukwabelana kukhathala kwaye i-18% yolutsha lwaseMelika lucinga ukuba kwamkelekile ukufaka umxholo kwiiwebhusayithi zokuphanga ( * - ngokulula akukho naliphi na ixabiso elinikwe umxholo, ngaphandle komzamo obekwe kuwo. Xa ipropathi ebonakalayo iqinisekiswa ngokhuseleko ngurhulumente - kutheni le nto ipropathi enomgangatho ophezulu wokuqonda ingafani? Yintoni eyenza umninindlu afaneleke ngakumbi kukhuseleko lukarhulumente kutyalo-mali nakwipropathi yakhe kunenzululwazi, intatheli okanye umzobi? Kwaye kutheni kungatshintshi ukusuka kwimodeli yokuqeshiswa kwezindlu kunye neepropathi ukuya kwiminikelo yokuzithandela kubanini-mhlaba ngabahlali?
Ukushwankathela, ngokwamkelwa kwe-Intanethi, ukukhuselwa komxholo kuye buthathaka. Ayikuko ukuba abantu abazimisele ukuhlawula umxholo olungileyo: Impumelelo yeTunes, iNetflix, iAmazon kunye neminye imizekelo emininzi sele ibonakalisile ukuba ngaphandle kwamathandabuzo. Kungenxa yokuba abadali bathenga kwithemba elikhohlisayo lokuba ukunika umxholo kuya kukhulisa abaphulaphuli babo. Ngaphaya koko, izisombululo zomxholo wobunini be-e-commerce ziwanciphisile amalungelo emveli abathengi bomxholo-ke abaqulunqi bomxholo bezama ukubuyekeza ngokunika umxholo kude. Ngenxa yoko, ixabiso lomxholo liye lahliswa, kwaye kusenzima ukufumana abaphulaphuli. Ngabenzi bemxholo abaxhasa lo mjikelo ukhohlakeleyo womxholo okhokelela ekunciphiseni okungathethekiyo kwemizi-mveliso yokudala umxholo.
Ukubaluleka kokunyanzelisa kwixabiso lomxholo
Kuthatha iminyaka emininzi yokufunda ukuze ube nakho ukuvelisa umculo. Emva koko kuthatha umsebenzi omninzi ukwenza isiqwenga somsebenzi. Okokugqibela, kuthatha iinzame ezininzi kunye nezixhobo ukumisela ukwamkelwa kwecwecwe elinye okanye icwecwe, ukuze ikwazi ukuphakama ngaphezulu kwesithokothoko sobukumkani kwaye ifumane abaphulaphuli bayo. Emva koko, iindleko zayo akukho phantse konke ukuhambisa umxholo kwi-Intanethi. Iindleko zomxholo ayizondleko zokuhanjiswa, lixabiso lokudala. Abadali banethemba lokuphinda bafumane iindleko zendalo ngokubiza ukuhanjiswa.
Akohlukanga kangako ukuba umlimi awufumane aze awucoce umhlaba, awutyebise, akhethe imbewu, atyale umthi we-apile, awukhulise aze avuthwe, aze emva koko awukhusele kwizitshabalalisi. Emva kokuba ii-apile zivuthiwe, ngumsebenzi omncinci kakhulu ukuzikhetha. Kodwa oku kuyalihoya ixesha elininzi kunye nomzamo ekufuneka ubekwe kula ma-apile ngaphambi. Imibutho engalukhuseliyo utyalo-mali lwamafama iphelela endlaleni, njengoko amafama eyeka ukusebenza umhlaba. Oku kuqala ukwenzeka kwi-Intanethi.
Isisombululo kule ngxaki kukudala uhlobo olutsha lwemithetho yokukhusela abaqulunqi bomxholo. Isibhengezo seLungelo lamaLungelo oLuntu sithi ( * ): Wonke umntu unelungelo lokhuseleko kunye nokuziphatha kunye nomdla kwizinto ezibangelwa nayiphina inzululwazi, uncwadi okanye ubugcisa bemveliso engumbhali wayo. Umgaqo-siseko wase-US uthi ( * ): Inkongolo iyakuba namandla […]
Ukukhuthaza inkqubela phambili yenzululwazi kunye nobugcisa obuluncedo, ngokukhusela amaxesha amiselweyo kubabhali nabaqambi ilungelo elilodwa kwimibhalo yabo kunye nezinto abazifumeneyo; Ilungelo lokushicilela liye laphuhliswa ekuqaleni kwenkulungwane ye-18, yanda ngakumbi ekupheleni kwenkulungwane ye-19. Le mithetho ifuna uhlaziyo olubaluleke kakhulu kwi-intanethi yanamhlanje. Ngaphaya koko, ukulungisa ukungalunganga kule minyaka ingamashumi amabini idlulileyo, abadali bemixholo kunye noluntu ngokubanzi bafanelwe yinxalenye yexabiso eliye labanjwa ngokungafanelekanga ziinkampani zewebhu zosasazo.
Abapapashi, ababhali, iinkampani zemveliso yefilimu kunye nabanye abanini bepropathi enomgangatho ophezulu wokuqonda bakwimeko ebuthathaka xa kuthelekiswa noxinaniso lweApple, iAmazon, uGoogle kunye nenani elincinci lezinye iinkampani zemithombo yeendaba zabathengi ezilawula ezorhwebo kunye neetekhnoloji zokukhusela amalungelo. Ezi nkampani zichitha nemali eninzi yokuphembelela, uGoogle uchithe i-450 yezigidi zeedola ngo-2015-2016 kwi-EU kuphela ( * ). Kuphela emva kokuba imigangatho iya kubakhusela ngokwenene ababhali, abadali kunye nabalondolozi kodwa ivumele ukuvuleka ngakumbi kunye nokhuphiswano phakathi kweenkonzo ezisekwe kumxholo nakwidatha engaphandle kommandla woluntu.
Into efunekayo ngumfuziselo olawulwa yimigangatho evumela ukuba abanini malungelo balawule kwaye banyanzelise indleko zokufumana ilayisensi yomxholo. Iindleko zelo layisenisi kufuneka zicace kwaye kufuneka zibambe wonke umntu, nokuba yeyiphi na imodeli yeshishini, nokuba yeyokuthengisa okanye yokufumana. Ngale nto, iinkampani zosasazo zinokuphuhlisa ukunikezela okutsha kubasebenzisi, ngelixa iilayisensi ezinamaxabiso ngokucacileyo ziqinisekisa ukuba ukhuphiswano lukumgangatho wokunikezela hayi ngezivumelwano zomxholo. Iphupha lethala leencwadi le-intanethi jikelele liya kuthi lifezekiswe, apho naliphi na iqhekeza lomsebenzi lifikelelekayo ngexabiso elifanelekileyo, ngaphandle kwemfumba kunye nezithintelo ezingekho ngqiqweni.
3. Ukusilela ukukhusela umxholo
Ukuphelelwa lixesha kwelungelo lokushicilela kunye netekhnoloji yokuqhubela phambili
Kwixesha elidlulileyo, umxholo wawupakishwa ezincwadini kunye neevidiyo, kamva iiDVD. Yayiyizinto ezibonakalayo, abathwali, ezazithengiwe zathengiswa, nangona ixabiso lalikwiloo nto ngokwayo. Abathwali banokuhanjiswa, bathengiswe ziintlobo ngeentlobo zabathengisi abakhuphisanayo kwiivenkile ezahlukeneyo. Ukunqongophala kwabaphetheyo kunye nokukhuselwa komthetho welungelo lokushicilela kuqinisekisa ukuba ukufikelela kumxholo kuxabisiwe kwaye kuxabisiwe. Ukongeza kwilungelo lokushicilela, ukulibaziseka notyalo-mali oluninzi olufunekayo kwimveliso kunye nokusasazwa kwesithuthi esingekho mthethweni sikhusele umxholo osisiseko.
Imithombo yeendaba ephathekayo kwakunzima ukuyikopa, imithombo yeendaba ezinamandla ezinje ngeekhasethi ezilalelweyo zokukopa, kodwa umgangatho wekopi wawusezantsi, kodwa ngotshintsho kwimidiya yedijithali, ikopi igqibelele. Umzi mveliso wecandelo uzame ukuphuhlisa ukhuseleko lwedijithali kunye nolawulo lwamalungelo edijithali (DRM). Ngelixa bathintela ukwabelana ngokungaqhelekanga ukuya kuthi ga kwinqanaba elithile, bakwathintela isimilo abantu ababesetyenziswa ngaso kwimidiya ebonakalayo, enje ngokudala iilayibrari zabucala ezisisigxina, ukwenziwa kweekopi ezikhuselweyo, ukuboleka kubahlobo, ukubanakho ukusebenzisa izixhobo ezahlukeneyo ukusebenzisa umxholo. I-DRM isetyenziswa kuphela kumxholo wentengiso, kodwa isilele ukukhusela idatha yethu kunye nezinye iindidi zomxholo kunye nedatha. Kodwa esona siphoso sibalulekileyo se-DRM kukuba ngokusisiseko ayonelanga: ukhuseleko lunokuhlala luphukile, kwaye ikopi ye-bootleg ilayishwe kwi-intanethi.
Iziphumo ebezingalindelekanga zetekhnoloji yolawulo lwamalungelo edijithali
Iinkampani zemidiya ziyaqonda ukuba ngetekhnoloji yedijithali, umxholo wedijithali unokukhutshelwa ngokulula kunangaphambili. Bafuna ukukhuselwa kwimveliso yabo yedijithali ngobuchwephesha be-DRM. Ukuphumeza inkqubo ye-DRM kunzima: kufuna ukudityaniswa kwamanqanaba asezantsi kunye nenkqubo yokusebenza, ukubanakho kokubonelela ngamava amahle okuthenga okuphelisa abathengi, kunye nesakhono seshishini sokugcina ubuhlakani kunye nabanini bamalungelo. Ngenxa yoko, zimbalwa iinkampani ezinezixhobo zokuphuhlisa i-DRM: iApple, iAmazon, uGoogle, iAdobe neMicrosoft. Ezi nkampani zazikwimeko enamandla kwaye zazama ukukunyusa oko.
Umzekelo, xa ii-ebooks zazizinto ezintsha, ndathenga uhlobo lokuzifunda. Ukufumana i-ebook, kuya kufuneka ndisebenzise ikhompyuter ukuyithenga kwiwebhusayithi. Uhlobo luvumele ukuba iincwadi zigqithiselwe ngaphandle kwentambo. Ngaphambi koko, i-ebook yayiza kugqithiselwa kumfundi ngentambo ye-USB: into enzima kubantu abaninzi, efuna isoftware ekhethekileyo ukuba isebenze kwikhompyuter. Elo yayilixesha lohlobo noNook ezinokuphunyezwa ziinkampani ezinkulu kuphela: yayifuna 1) ukwakha isixhobo sehardware 2) ukwenza isoftware yesiqhelo 3) ukufumana umxholo kwinani labapapashi 4) ukumilisela nokuxhasa izigidi zabathengi. Kuthathe iApple ukukhupha i-iPhone. Kuthathe iMicrosoft ukukhupha iWindows. Kuthathe iBarnes kunye neNoble ukukhupha iNook, kunye neAmazon ukuphuhlisa uhlobo.
I-Adobe kunye neMicrosoft bazamile ukuphuhlisa itekhnoloji yeenjongo ngokubanzi ezaziza kusetyenziswa zezinye iivenkile. Le yingxaki enzima, kwaye iteknoloji ye-DRM ye-ebook ye-DRM ibonakalisile ukuba ayisebenziseki lula. Ngenxa yoko, iipesenti ezingama-75 zazo zonke iintengiso ze-ebook ngoku zenzeka ngenkampani enye, iAmazon. IAmazon akufuneki ixhase imigangatho evulekileyo ( * ): Umthengi akakwazi ukufunda incwadi ethengiweyo kwisixhobo okanye ngesoftware engeyiyo eyeAmazon ( * ). Oku kuthintela ubuchule kwitekhnoloji yokufunda ye-e-ncwadi. Ngokungafaniyo neencwadi zamaphepha, kunzima kakhulu ukwabelana nabanye ngethala leencwadi ngokusemthethweni. Zonke izinto ezithengiweyo zitshixelwe kwiakhawunti yeAmazon, ngenceba yenkampani eqhuba inkonzo ( * ) -Kwaye iAmazon inokususa ngokungekho mthethweni ukuthenga kwiilayibrari zabathengi ( * ).
Iya isiba mbi: IAmazon ilawula amaxabiso, ukhetho ( * ), kunye namava okufunda, kwaye ujongisisa ukujonga iphepha ngalinye ngalinye lokufunda. IAmazon isebenzisa ixabiso njengeyona nto iphambili yokukhuphisana nabanye abathengisi kwaye inembali yokuqhuba okhuphisana nabo ngaphandle kweshishini ( * Ngamaxabiso ezitya ( * ), onokuyifumana ngenxa yobungakanani bayo ( * , * ). IAmazon iqalile ukunciphisa intlawulo kubabhali ngokusekwe ekubekweni kweliso kwiinkqubo ze-e-book zokufunda ( * ).
IAmazon yaze yaqala iyunithi yayo yokupapasha ( * ). Abanye abapapashi banokuthenga indawo yentengiso kwiAmazon ukukhuthaza iimveliso zabo. Kodwa iAmazon inokubonisa ezazo iincwadi kwiphepha lokufika, okanye zibandakanye kwiingcebiso zemveliso ezizenzekelayo. Ngedatha yokukhangela, banokubeka phambili ukuba zeziphi iincwadi abazakuzipapasha. Ubunkokeli beAmazon ngoku bulawula iindaba zeendaba zikazwelonke ezibalulekileyo ( * ) kwaye ngoku iyanda ukuya kwimfundo ( * ). Ngelishwa, inkqubo yezomthetho yabona iAmazon njenge-underdog xa abapapashi bezama ukwenza imodeli yamaxabiso earhente yee-ebook ( * ).
Ngenxa yeenkampani zeendaba ezifuna ukukhuselwa komxholo, inani elincinci kakhulu leenkampani zetekhnoloji liphuhlise isabelo sokuyalela intengiso yemithombo yeendaba ehlawulwayo: iAmazon, iApple, iNetflix kunye noGoogle. Ezi nkampani zibandakanyeka kwezopolitiko kwaye zinenani elinokubakho lokuchaphazela amaxabiso, ukuboniswa kunye nokufikelela kumxholo wamakhulu ezigidi zabantu. Zimbalwa kakhulu izinto zolawulo kwezi nkampani ezinokukwazi ukuzenza okanye ezingenako ukuzenza, kwaye ngokukhula kwazo kunye nokuthotywa kobuntatheli, kuya kusiba nzima ukuzibeka iliso nokuzilawula. Indlela ebhetele kune-DRM iyafuneka.
Kule mihla, ndikhetha ukufunda ii-ebook kwi-smartphone yam okanye kwithebhulethi esemgangathweni: amaphepha ajika ngokukhawuleza, kwaye akukho mfuneko yokuba ndiphathe esinye isixhobo. Ngapha koko, ngaphezulu kwe-80% yeefowuni zaseMelika ezithengisiweyo namhlanje zii-smartphones. Kudala ndisebenzisa iiapps ezahlukeneyo ukufunda iincwadi zam. Ezinye zazo ziinkqubo zewebhu ezingafuneki ukufakelwa. Kuba i-ebook ngokobuchwephesha ayihlukanga kangako kunephepha lewebhu eligciniweyo, akukho mfuneko yevenkile ezizodwa zeencwadi zeencwadi okanye izixhobo zokufunda uphawu. Iincwadi ziye zaba yitekhnoloji ye-intanethi. Lixesha leLinux kunye ne-Android, hayi iiWindows. Kukho imiqobo embalwa kakhulu yokungena kwabavakalisi abatsha.
Indima yamathala eencwadi ekwenzeni umxholo ufikeleleke kwaye ufikeleleke
Kulabo bangenakho ukuthenga ii-ebook, ngoku kuya kusenokwenzeka ukuba baboleke ii-ebook kumathala eencwadi oluntu simahla. Amathala eencwadi ayaziguqula asuke kwiphepha lokugcina amaphepha abe ngabagcini bokushicilela. Amathala eencwadi akhusela amalungelo abapapashi nababhali, ebooks besebenzisa iimali ezibonelelwa luluntu, ngamalungu nangabaxhasi - ukwenza ulwazi oluqinisekisiweyo nolukumgangatho ophezulu lufumaneke ebantwaneni, kubafundi nakwabanye.
Inxalenye enkulu yolwazi loluntu, ulwazi kunye nokuzonwabisa azikafumaneki ngokulula kwi-Intanethi. Kukho iincwadi ezimangalisayo ezifumaneka kuphela kumathala eencwadi, izinto ezithandekayo zevidiyo kunye nokurekhodwa okufumaneka kuphela kwindawo yogcino-zincwadi, iikhathuni zabantwana ezifumaneka kuphela kwi-DVD, imidlalo efikeleleka kuphela kwiindawo ezinqabileyo nezixabisa kakhulu, ukuqhuba kuphela kwiiyunivesithi ezithile. Kutheni le nto ezi zinto zingenakufikeleleka kuye nakubani na okwi-intanethi?
Ayisiyiyo kwaphela into yokuba ukwenziwa kwedijithali komxholo womzimba kwifomu yedijithali kuxabisa imali, kodwa amatikiti, izifundo, iincwadi ezibonakalayo zinceda ukuhlawulela ukwenziwa kwezi zinto. Ngapha koko, abadali bezi zinto banoloyiko lokuba xa umxholo uza kugqitywa ngekhompyutha, ukukopa ngokungekho mthethweni okanye ubuqhetseba kuya kubathintela uninzi lwengeniso yabo, njengoko kwenzekileyo kumculo. Xa ifumaneka, ihlala ifumaneka ixesha elilinganiselweyo ukusuka kumthombo omnye. Le modeli yokunikwa ilayisensi ifana kakhulu nemodeli yosasazo, apho umthengi welayisenisi ehlawula isixa esimiselweyo kwangaphambili. Izivumelwano ezinje zokunikezelwa kwamaphepha-mvume zihlala zisebenza kuphela kukhetho olunqunyelwe lwemisebenzi ekhuthazwa kakhulu. Ukuza kungabinakufikeleleka kwilayibrari ebanzi yomxholo eyenziweyo kusetyenziswa ilayisensi yosasazo.
Isishwankathelo, umxholo ongaphezulu uya kufumaneka xa ukhuselo kunye neendlela zokwenza iilayisensi zihlaziywa ngexesha le-Intanethi. Endaweni yokuzama ukugcina iinkqubo ezivela kushishino lokupapasha nokusasaza, iparadigm entsha yamaphepha-mvume edatha kufuneka iphuhlisiwe. Idatha ayimi yodwa, kodwa ixhomekeke kwinto eyaziwayo ngayo, igama layo, umgangatho, imvelaphi. Ngale ndlela, isahluko esilandelayo siza kuvavanya indima yomntu ophakathi.
4. Ukukhusela uMphakathi
Ziveliswa njani iimveliso?
Abadali babeka uthando lwabo kunye nenkathalo ekuveliseni into esemgangathweni, nokuba yincwadi, ingoma, ifilimu, okanye imveliso ebonakalayo. Sibhiyozela abadali ngempumelelo yabo, kodwa enyanisweni, abadali abafikeleli kude kakhulu ngaphandle kweqela. Into efunekayo kwimveliso esemgangathweni kukuqeqesha umenzi, ukubanceda baphucule izakhono. Ke umdali ufuna abasebenzisanayo kunye nenkxaso mali ukwenza imveliso ekumgangatho ophezulu. Okokugqibela, imveliso kufuneka ihlolwe, iqinisekiswe, yaziswa kuluntu, emva koko ihanjiswe. Eli nqanaba lokugqibela lidla ngokugxothwa njengothengiso, kodwa kubaluleke kakhulu. Ngapha koko, ukuhanjiswa kwemveliso ngokwayo kuyinxalenye yendalo.
Ngelixa umdali eyazi kakuhle imveliso kunye neempawu zayo, umthengi ekuqaleni akazi nto ngayo. Umsebenzi womlondolozi kukwenza ibhulorho phakathi komthengi kunye neemveliso. Abathengi banezizathu zabo, iingxaki kunye nezinto abanomdla kuzo. Umlondolozi ufuna ukuqonda imeko yengqondo yabathengi, kwaye anike iimveliso ezikhoyo ukuze ixabiso lazo licace kumthengi, kwaye azibonise ngendlela evumela umthengi ukuba ahlole kwaye akhethe. Ngaphezu koko, umgcini ufuna ukukhusela umthengi kumgangatho ophantsi kunye nexabiso eliphezulu. Okokugqibela, umgcini ugcina ubudlelwane bexesha elide kunye nomthengi, njengoko kunqabile ukuba umthengi agcine ubudlelwane obomeleleyo kunye nomenzi ngamnye wemveliso.
Umsebenzi womgcini wevenkile okanye umrhwebi uquka umsebenzi womgcini. Ukuqhuba ishishini kwivenkile kufuna ukuthenga, ukugcina, ukubonisa nokukhusela ukuthengiswa, ukuphatha ingxelo, ukuthatha iintlawulo, nokulawula izikhalazo, ukubuyisa nembuyiselo. Ngako konke oku kuntsokotha, indima yomlondolozi inokungahoywa ngokulula: siye sahlala sifumana umncedisi wevenkile owayengazi kancinci malunga neemveliso awayezithengisa.
IAmazon ayinyanzelekanga ukuba yenze imeko emnandi kwivenkile ethengisa iincwadi kwaye ayiqeshi abasebenzi ukubonelela ngesikhokelo kubathengi bencwadi. IAmazon akufuneki ibonise iimveliso kwaye ivumele abathengi bazame iimveliso ezintsha. Kodwa iAmazon izibonelelo ezivela kwizitena kunye nodaka ezenza loo nto. Umthengi unokonwabela ukhetho olukhethiweyo kwivenkile ebonakalayo. Nje ukuba umthengi afumane imveliso, angaya kwiAmazon kwaye akhangele imveliso esele bayazi. Ngomlinganiselo weAmazon, kunzima kubathengisi abaninzi okanye abathengisi bezitena nodaka ukukhuphisana nabo ngexabiso. Esi senzo kubhekiswa kuso njengesiqhelo.
Ewe, ivenkile ngumxube phakathi kwendawo yokugcina kunye negumbi lokubonisa okanye igalari. Abathengi banokuphonononga iimveliso, bacele iingcebiso kubasebenzi bevenkile. Ukuba kukho ingxaki ngemveliso, ivenkile inikezela ngesiqinisekiso kunye nembuyekezo. Kuyabiza ukubonelela ngezindululo kunye nokuvumela umthengi ukuba ahlole iimveliso. Xa iivenkile zinganikezeli ngenkonzo enjalo, umpapashi kufuneka azithengise iimveliso ngokusasaza. Ngelixa le ayisiyongxaki kwiimveliso zabathengi ezinje ngamazinyo, yingxaki ebaluleke ngakumbi kwimveliso yevolumu encinci ezinjengeencwadi kunye nefashoni. Kungenxa yoko le nto iivenkile zibonelela ngendima ebalulekileyo ekufumaneni. Banendima efanayo njengemyuziyam, njengoko besenza ingqokelela yemveliso. Abakhenkethi bahamba kude bachitha ixesha betyelela izithili zokuthenga ezizaliswe ziivenkile.
Kwelinye icala, iivenkile ezikwi-Intanethi ezinjengeAmazon zilingana nendawo yokugcina izinto: kunzima ukufumana into entsha ngaphandle kokuba uyazi kakuhle into oyifunayo. IAmazon kunye neTunes zinika ujongano lomsebenzisi olutshintshe kancinane ukusuka kwi-patent yevenkile yokuzimela ye-1916 nguClarence Saunders. Ilungelo lomenzi likaSaunders licebise ukuba abathengi badlule evenkileni, beqokelela iimveliso abazizithengayo ezishelfini bazibeke kwinqwelo, behlawula ekuphumeni. Izixhobo ezahlukeneyo, ezinje ngendlela ejikelezayo, zithintele ubusela. Ngaphambi koko, umthengi wayenoku-odola into kumnini-venkile kwelinye icala lekhawuntara. Le ngcamango ilandelwe ngokukhawuleza kulo lonke ishishini.
Abathengisi abakwi-Intanethi bayakhuthaza ukubonisa igumbi kunye nokuzama ukubamba iinzame zabalondolozi, bengabaniki ingqalelo okanye imbuyekezo. Umzekelo, iAmazon yazisa iAmazon App ngo-2011. Umthengi angasebenzisa le app ukuskena ibhakhowudi kwimveliso, ayithenge ngexabiso eliphantsi kwiAmazon online ( * ). Ivenkile kwakufuneka ihlawule ukutsala umthengi, isitokhwe seemveliso, abathengi mabakhangele kwindawo entle, basebenze ukungqinelana neemveliso nomthengi. Ivenkile ngoku ihluthwe ingeniso, kwaye abahlali bendawo bahluthwa irhafu yentengiso kwaye kamva bahluthwa kwiivenkile ezithengisa ukuphuma kwishishini.
Kule minyaka ingamashumi amabini idlulileyo isangqa se curators sinciphile. Inani levenkile ezigcina iincwadi liwile ukusuka ngaphezulu kwama-38 500 ngo-2004 laya kutsho ngaphantsi kwama-25,000 ngo-2016, lehla nge-36% ( * ). Inani levenkile ezizimeleyo ezigciniweyo lihle ukusuka ngaphezulu kwama-3 300 ngo-2003 ukuya ngaphantsi kwe-1,600 ngo-2013, ukwehla ngama-52% ( * ). Inani lamatikiti ebhanyabhanya athengisiweyo aqikelelwa ukuhla ukusuka kwi-1.6B ngo-2003 ukuya kwi-1.0B ngo-2016, ukwehla ngama-36% ( * ).
Njengoko ezi curators ziyanyamalala, ii-hits ezithengiswayo ngobuninzi kunye noluhlu lwabathengisi kakhulu ziqala ukulawula ukuthengisa. Kwixesha elidlulileyo, abagadi babesetyenziselwa ukwenza udidi oluphakathi lomxholo womgangatho. Lo mxholo wawungathengiswa ngobuninzi, kodwa wawusafumaneka ngokubanzi kwimidlalo yeqonga, ngophononongo, nakwiivenkile. Apho, umxholo wawuthathwa ngabantu ababenomdla abathi emva koko bakucebisa ngakumbi kwaye babanika ukuhanjiswa okwaneleyo ukuze iimveliso zibe nokuxhasa ngokwezimali. Kodwa ngoku, umxholo omkhulu awusasebenzi njengokuba wawunjalo ( * , * ). Ukubetha okukhulu kuya kusiba kukhulu kunanini na ngaphambili: ehlotyeni lika-2016 leengoma ezili-100 eziphezulu ezijikeleza ePandora, ezingama-20 zezikaDrake ngokwetshati yePandora Top Spins ( * ).
Abathengisi abaninzi bayaphendula kwingxaki yokubonisa. Abafuni ukuphatha iimveliso apho bengazukubonelela ngexabiso elifanelekileyo. Bajonge njengabathengisi abakhethekileyo beemveliso, ngamanye amaxesha ngeemveliso zesiko okanye ngeemveliso zevenkile. Sele sibona ukujongana nalapho iimovie ezithile okanye iinkqubo zeTV zifikeleleka kuphela kwenye yeevenkile. Yimeko ekhathazayo kubathengi, abathi ngamanye amaxesha banyanzelwe ukuba bafumane umrhumo opheleleyo wenyanga ukubukela umboniso omnye okanye ukumamela icwecwe elinye. Ngeemveliso zedijithali, umxholo uyafana ngokusisiseko ngaphandle kwemvelaphi- kwaye iya kuba sisengqiqweni ukulungisa ixabiso kunye nokuvumela abathengisi abohlukeneyo ukuba bakhuphisane kumgangatho wokuhanjiswa kunye nokuhanjiswa.
Okwangoku abavelisi abakwinqanaba eliphezulu abanjengoApple bavula iivenkile zabo ngokuyinxenye ekuphenduleni kubathengisi 'abawayo amandla okuphelisa. Uninzi lwabapapashi luzamile oku, kodwa iziphumo ziye zaxutywa. Ukuthengisa kwidijithali kuyabiza ukuba ixabiso lokuphila kwabathengi lingaphantsi kwe- $ 100. Ngelixa umpapashi eyazi indlela yokukhetha kunye nokuvelisa umxholo osemgangathweni, ukwenza indawo yokugcina iivenkile ayisiyiyo eyona nto bayifunayo. Ngapha koko, abathengisi abafuni ukunceda abathengi ukuba bafumane iimveliso ukuze kamva zithengwe ngqo kumthengisi ngqo. Abanye abapapashi benza iinzame zokuqinisekisa ukungakhethi kwabo ngokubhekisele kubo bonke abathengisi.
Ukupheliswa komvavanyi
Inxalenye enkulu yokuthambisa imveliso yenziwa ngabahlobo bethu. Bathenga iimveliso kwaye bazivavanye- kwaye ke babancomele kwabanye. Abamkeli bokuqala, uMalcolm Gladwell abhekisa kubo njengamavens kwincwadi yakhe ethi The Tipping Point banokuchitha ixesha elininzi kunye nemali ukuhlala phambili kwabanye ngokwazi eyona nto ilungileyo. Kodwa ezi zizenzo zokuzinikela, ayihlawulwanga umsebenzi wobungcali. Bambalwa abantu abanakho ukubanakho ukukhulisa ubuchwephesha bokwenyani kwiimveliso. Abavavanyi abaqeqeshiweyo beli xesha babeqeshwe ngamaphephancwadi kunye namaphephandaba, ababenezixhobo zokuvavanya inkqubo ngokubanzi yeemveliso, kunye nokwenza uphononongo oluphezulu.
I-Intanethi yenze kwalula kakhulu ukuba nabani na ayipapashe. Ngelixa uphononongo olunje lungabizi kwaye luninzi, abavavanyi abangamavolontiya abanabuchwephesha kakhulu kwimveliso okanye kubuchule bokuvavanya. Umsebenzi wabavavanyi bobungcali ukwasetyenziswa ngabavavanyi bovavanyo njengeMetacritic okanye iitamatisi ezibolileyo ngaphandle kwembuyekezo yokwenza izihlanganisi ezinikezelwa kwi-intanethi ukuphelisa abathengi. Olunye lophononongo olukhulu lokuphononongwa alunangxaki malunga nokubiwa kwedatha okungafakwanga ( * ). Iinkampani ze-e-commerce ezinje ngeAmazon zicela ukujongwa kwakhona kwemveliso kubathengi bayo, zinganiki mbuyekezo kwaye ziphinde ziqwalasele uphononongo.
Ngenxa yoko, kukho inani elonyukayo lokujonga okungathembekiyo kunye nokukhohlisa ( * -Kwaye abathengi kufuneka bachithe ixesha elonyukayo lokuphanda. Uluhlu lwezona zinto zithengiswa kakhulu zinokulawulwa ngokulula ngabapapashi abakhulu abanezixhobo zokuthenga iimveliso zabo. Abaphembeleli bemithombo yeendaba kwezentlalo banokunyusa oku kulandelayo ukuze bacele uphononongo olululo, izimvo kunye nenqanaba lokunceda ukukhulisa amanqaku abo. Ngenxa yokuba abathengi bethembele kuluhlu olunje kunye neengcebiso, ukuthengwa okungeyonyani kuya kulandelwa kukuthengwa okuyinyani-ke ezo zenzo zokukhohlisa zinokuba yinzuzo kakhulu ( * ).
Ukuphononongwa koluntu kudibanisa abathandi kunye neengcali ezisebenzisanayo ukuphucula ubungcali bazo kwisihloko esithile, njengoluntu lwezifundo kunye noluntu oluphangaleleyo. Uluntu lubonelela ngomvuzo ngokwabelana, kodwa kwakhona uphononongo loontanga olutyhafisa ukungcola kunye nenkohliso kuphononongo. Ngenxa yoko kudityaniswe nesimo sengqondo sokunika uphononongo kuluntu ngokubanzi, iiwebhusayithi ezizisa uluntu ngokudibeneyo ziithagethi zokufumana ezinomtsalane. Umvavanyi wencwadi ekuhlaleni uGoodReads, kunye nesiseko sedatha yemovie IMDB ifunyenwe yiAmazon ( * , * ). Ke, abavavanyi ababecinga ukuba bavolontiye umsebenzi wabo eluntwini, endaweni yoko banikele ngomsebenzi wabo kwiinkampani ezazisingatha uluntu. Ziinkampani eziye zafumana imali kubaxhamli ngaphandle kokuhlawulela abo banegalelo. Umsebenzi wabanikeli kunye nokunxibelelana kwabo kwezentlalo ngoku kungabanini beAmazon ngokufanelekileyo.
Ukuzenzekelayo kweengcebiso
Iinkampani zemidiya ze-intanethi zicinga ukuba uphononongo kunye nabavavanyi kungekudala ziya kutshintshwa bubukrelekrele bokwenza kunye neenkqubo zokucebisa. Iingcebiso ezizenzekelayo zisebenzisa idatha esiyingenisayo ngokuzithandela malunga nezinto esizithandayo okanye esingazithandiyo. Umzekelo, umntu othanda amanyathelo eshukumayo anokucetyiswa nezinye iimuvi zesenzo. Itekhnoloji yayinguvulindlela yiNetflix eyayiqonda ukuba ukuthengisa kuqhuba abantu ukuba babone kuthengiswa kakhulu bhanyabhanya we-blockbuster zakutshanje- kodwa kwakubiza bona ukuthenga inani elikhulu leeDVD. Ke, iNetflix ifuna ukweyisela abathengi bayo ngezindululo endaweni yoku-odola imovie endala, engabizi kakhulu abangayithanda. Oku kungqineke kunenzuzo enkulu kwiNetflix, kwaye kuyinike ithuba elingaphezulu kwezinye iinkampani eziqeshisa ngeDVD.
Xa iAmazon iqaphela ukuba sijonga imveliso ethile, idwelisa ezinye iimveliso ezazithengwa rhoqo ecaleni kwayo. Umzekelo, ukuba ujonga iphepha lemveliso kaTolstoy kunye neMfazwe yoxolo kwiAmazon, uya kuphakanyiswa nezinye ezakudala zaseRussia. Injongo yeAmazon kukonyusa inani lokuthengisa, ngelixa kuncitshiswa iinzame zomntu zokuthintela.
Oku kuzenzekelayo kubonakala kufanelekile, kodwa kukho iingxaki ezibalulekileyo. Ukulungiswa komgangatho ngokufuthi kuhlala kungokubhengeza undwendwe kumava amatsha, ukuze baphuhlise umbono obanzi. Kwelinye icala, iinkqubo zokucebisa zibonakala zitsalela umthengi ongalindelanga nzulu nangakumbi emngxunyeni womvundla abanokuthi bangene kuwo. Umzekelo, umntu othenge incwadi yephiko lasekunene waphakanyiswa nje ngeencwadi ezinamaphiko, kwaye umntu othenge incwadi yephiko lasekhohlo wanconywa nangaphezulu ngeencwadi ezinamaphiko asekhohlo, ngokusekwe kuphando kwizincomo zemveliso yeAmazon ( * ). Oku kungakhokelela kupolitiko olunobungozi kwezopolitiko, kudale umsantsa omkhulu eluntwini.
Enye ingxaki ngezi ngcebiso zeemveliso kukuba iimveliso ezintsha azikathengwa nangubani na okwangoku. Ke, umvelisi onohlahlo-lwabiwo mali olukhulu unokuhlawula abantu ukuba bathenge le mveliso kwaye ngenxa yoko banike iinkqubo zokucebisa. Ngandlel 'ithile okuhlekisayo kukuba, iAmazon ikwabonelela ababoneleli bayo ngenketho yokuthenga kwintengiso ku-amazon.com ( * ). Imakethi yentengiso yedijithali iphakathi kakhulu noGoogle noFacebook abalawula phantse ama-50% eedola zentengiso yedijithali e-US ngo-2016 ( * ). Kodwa akukho sikhuthazo kwezoqoqosho sokwamkela kwangoko okanye ukufumanisa imveliso enjalo ukwenza inzuzo ngokunceda ukusasaza igama elilungileyo lemveliso esemgangathweni ngaphandle koqoqosho olungelulo lwemali.
UAleks Jakulin ngu-Co-Founder kunye noMongameli Ganxy .
