‘Free’ has become a catchword and all out killing ground for trend watchers; and so the question must be asked: is ‘free’ really what it promises? Or to answer the old adage in a post-modern world ‘Is there such a thing as a free lunch’?
In commercial terms the answer is ‘sort of’ or ‘yes with a catch’. As services like Blyk, Mosh Mobile, and Skype have popped up in the market, they have taken the concept of ‘free,’ in its illegal, ‘lime-wire-esque’ appeal, and given it new meaning. No longer is ‘free’ associated with counter-culture; now it is a word which businesses have appropriated to appeal to teir next generation of consumers. So far, ‘free’ as a generation niche has been successful.
For example, Blyk. A ‘free’ mobile service, which is ad-funded (the trade-off) aimed 16-24 year olds has hit its 100,000 user target 5 months a head of schedule. Furthermore, it is expected to hit 250,000 users by Christmas and break 1 million within 3 years.
‘Free’ has taken on a new meaning in business, where a product/service can be accessed through a trade-off by the consumer. However, just as there is a trade-off for the consumer there are repercussions for the business provider who is essentially reinforcing a new consumer behaviour by raising expectations of what should be free and creating an unwillingness, on the consumers behalf, to pay.
