Eli Noam: Heroes of the internet frontier By Eli Noam Published: December 16 2004 19:25 | Last updated: December 16 2004 19:25
 The
US Supreme Court agreed last week to hear the music industry's case to
shut down file-sharing websites such as KaZaA, Grokster and eDonkey.
These operations enable users to download millions of songs from each
other for free instead of buying at least some of them in a music
store. In aggregate, the traffic generated by music and video
file-sharing can account for more than half of all internet traffic.
Music companies, their revenues in decline, have been trying to
suppress these "peer-to-peer" (P2P) practices in the courts,
legislatures and by spreading deliberately defective copies of songs.
They view P2P users as thieves who must be prosecuted. But traditional
media companies should perhaps see P2P as to their long-term advantage
because it helps create new markets and forms of distribution.
P2P
is part of a large family of "grassroots" activities in the media. In
the early years of broadcasting, radio amateurs congregated on the
airwaves in the absence of commercial broadcasters. In the 1970s,
personal computers were built by enthusiasts who successfully created
the challenge for International Business Machines where giants such as
RCA and the government-subsidised Bull had failed. Today, the open
source movement has created Linux as an alternative computer operating
system. The internet is perhaps the best example. It cannot be said
that such voluntarist arrangements are more efficient than a
market-based system. In theory at least, most of the arrangements
listed above could be better created by companies with professional
management, financing and marketing channels. Yet the frequency with
which these grassroots movements emerge suggests some solid economic
reasons behind them. What all these activities have in common
is that they are network operations. The more participants, the lower
the activity's average cost and the higher its benefits to every
participant. When the size of such networks is small, per-unit costs
are high but benefits are low due to the small number of participants.
Hence in many cases, the cost exceeds benefits and buyers will not show
up, meaning insufficient "critical mass" for self-sustaining growth. If
an activity is ultimately desirable, one way ahead is for government to
step in with subsidies, as in the early days of the internet. A second
way would be for a company to underwrite the early deficit and then
profit from subsequent growth. The problem is that competitors could
access such a user base and share the benefits even though the early
provider bore the costs of the original investment. The third
alternative is the community approach. For each member, belonging to a
leading-edge group while beating the establishment becomes its own
reward. Financially, the community activity lowers costs by
contributing free labour to the common endeavour, such as skilled
programmers' hours, and by sharing pirated content. Together, these
efforts lower the number of participants required for critical mass.
From there, the activity will often grow to a size sufficient for
profitable commercial entry. Examples include commercial radio in the
early 1920s; commercial internet providers in the 1990s; and, most
recently, Apple with iTunes, its wildly successful music download
service. When such commercial entry takes place, private
companies almost inevitably push aside the community that made it all
possible. We can decry such evolution as a business takeover. Or we can
celebrate it as part of the innovation process, in which community
entrepreneurship plays an important but under-appreciated role. Established
media companies therefore should value the community efforts that
create the user base for their own entry. While upholding the copyright
principle, they should accept some early messiness in new applications
in order to grow future markets. Twenty years ago, some of the same
companies that are today challenging P2P also fought before the same
Supreme Court against the video cassette recorder, citing the same
piracy potential. They narrowly lost, but the VCR enabled widespread
home video use that has proven immensely profitable to these companies.
It is not only about music. Today, with broadband internet
emerging around the world, there are enormous secondary benefits to the
economy and to innovation from rapid deployment of high-speed networks.
Entertainment uses are the "blockbusters" for broadband that
will make it attractive to millions, thereby creating beneficial
"network effects" that will enable other applications and future
innovations. Suppressing P2P activities that prime the pump for
subsequent commercial activity will only harm users, media companies
and the digital economy as a whole. The writer, professor of
economics and finance at Columbia University and director of its
Columbia Institute for Tele-Information, is a contributor to FT.com's
New Economy Policy Forum, www.ft.com/techforum |