Gartner Research

The Competitive Dynamics of the Consumer Web: Five Graphs Deliver a Sustainable Advantage

Published: 13 July 2012

ID: G00219668

Analyst(s): Ray Valdes


The consumer online sector is a crowded, competitive arena with complex dynamics. However, the large-scale structure of competition will continue to be shaped by four major players (Amazon, Apple, Facebook and Google), and five "graphs," or data models.

Table Of Contents


  • Introduction
  • Four Major Players, Each in Its Own Corner
  • Factors Necessary but Insufficient for Success
  • Sustainable Competitive Advantage From Five Graphs or Data Models
    • The Social Graph
    • The Intent Graph
    • The Consumption Graph
    • The Interest Graph
    • The Mobile Graph
  • What the Five Graphs Have in Common
  • Competitive Implications of the Five-Graphs Model
  • Actionable Advice for Enterprises

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