Connectivity: key element to success in the digital world

Here are some thought-provoking questions: How did Chinese Internet giant Tencent earn 100 trillion won in its instant messaging platform QQ? What strategy made a small Norwegian newspaper lead the advertising industry in 42 countries? Why on earth Bill Gates, a software millionaire, and Google, a global tech leader, invested in Khan Academy, a free online courses provider? What is behind Fox’s acquisition of NFL broadcasting rights despite millions of dollars in red ink? How come did the success strategy of The Economist drive out The Newsweek?

In a rapidly changing digital world, some companies who have quickly found their own way thrive while others who have failed to do so disappear. In his book “The Content Trap,” Bharat Anand, professor at Harvard Business School, explored business strategies of successful global companies from various fields who have achieved continuous growth over the past decades in an era of digital revolution. He reviewed real cases of global businesses and came up with a keyword “connectivity” that lies at the center of their success.

The author argues in his book, what is critical to business success is properly connect users, products and functions, regardless of the area. Connectivity is the key component that comprises any digital business today, and how a business understands, utilizes and manages this connectivity is make-or-break element, he states. As the title suggests, Professor Bharat Anand defines “content trap” as a hidden secret that decides success or failure, meaning a misguided strategy that believes new content will solve everything.

The content trap is a thick volume and the topic may seem somewhat uninteresting at first glance, but it is a very impressive book that will deepen the readers’ understanding of content in the digital world through fun, real and actual cases of global business.

Jeong-Eun Kim kimje@donga.com