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July 21, 2008



1. The consumer takes over the actual assembly and delivery of the furniture from Ikea. This allows Ikea to save money on the assembling and delivery of the furniture and to pass on those savings to the consumer. I believe Ikea followed the Web 1.0 curve. The reasoning behind this is that I believe Ikea had initial costs involved such as stores, advertising, production, and store associates. The initial costs would have caused the company's curve to go into the negative until the brand caught on and sales began to be made.
2. Drawing the value charts assist in visualizing the various states that the business models go through.
3. I don't believe that being a prosumer is as valuable to the company as the designer. Without the designer, there would not be any furniture to purchase and assemble. Prosumers cannot be designers because the cost to make one peice of furniture would be much higher than to mass produce furniture.
4. I may be way off base in my understanding, but to me mass collective user value is exemplified by Ikea being able to save all consumers money by leaving the assembly and delivery to the customer. The collective savings passed on to all consumers is very valuable. Meanwhile, the individual value is important but Ikea couldn't lower the prices if only a few people were prosumers. It is in the collective that there is real value. I think that is the same on the Internet with Web 2.0. Web content on a site such as Flickr is only valuable because of the numbers of prosumers that provide content.

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