Every couple of months I find it useful to do a wholesale survey of all emerging technologies and business models in the promotion, selling, and distribution of online porn. I learned in the Internet boom 90s that porn always leads the charge on distribution channels, pricing strategies and product structuring for content.

Good examples of past pornnovations that have made it to the broader markets include freemium pricing where the blue site will ask for a card number just before you see the goods. Freemium is now a common model for content ranging from job postings to childrens’ cartoons. Pornographers also were able to leverage the file-sharing networks to their advantage by overwhelming the networks with legitimate files from content providers and loading them up with advertisements for their sites. This flew in the face of the command and control legal battles that got the RIAA and MPAA skewered in the press. While these distribution strategies blazed trails, the product end of the skin business was busy beating us all to the Long Tail. The mainstreaming of fetish porn is the perfect example of leveraging a zero marginal cost customization platform. The same naked people, same cameras, slightly different activity, slightly different website and (drum roll) higher perceived value. You must admit that these guys are doing something right if kink.com is making the Times with bound up women getting spanked in color. Amazingly while pushing the long tail of porn into the distribution stream, porn has simultaneously become more of an everyday resource by de-sleazing the branding and discretely bringing itself into the home of the average Joe.

Taking their cue from a rich history of innovation and invention, the current crop of skin businesses have grabbed on to the Web’s 2.0 behaviors and capabilities in ways that non-porn companies could learn from. Take a look at how user generated content is being leveraged in porn. By creating a platform for home hobbyists, startups like YuVuTu (very NSFW) have grabbed a piece of the most profitable segment for professional porn production: the amateur segment. Without the costs of paying talent, this segment is a close parallel to the horror films that are being produced on shoestring budgets in the more traditional entertainment space. YuVuTu has taken this concept and blown it to shreds by allowing anyone to post in a YouTube-like environment with tagging and a host of social networking capabilities through blog embeds and user connections. Steve Jacobs, the founder of YuVuTu, feels like he has hit upon a space left open by the legitimate players such as Veoh and YouTube when they decided to eliminate porn from their sites.

The true innovation of YuVuTu (and it’s competitors, PornoTube, Xtube, GooTube) is that they built their services in partnership with the professional content providers who were concerned about piracy. By building in monetized content as well as free, they were able to build their databases of content more quickly and without obstruction from the incumbents. The porn industry has historically stayed profitable by sharing customers and traffic which is anathema to most traditional businesses, content and otherwise. So while the entertainment industry debates the business value of Google’s acquiring YouTube, the guys in the Valley are tangibly driving value. Mr. Jacobs also attests to having learned the lesson of the last generation of X-rated sites and taking the elimination of underage content extremely seriously.

As communication and content platforms evolve, pornography, which is how sex becomes content follows. The fact that smart and strategic business people are driving the industry shows how far the industry has come from the brown bag magazine delivery days. The industry has shown aplomb in handling regulatory issues, customer acquisition strategies as well as network economies. Now that we are more likely to find a Harvard degree hanging on the walls of porn management, I am looking forward to my next survey. Seriously.

• Are Banking and Innovation Incompatible?
• The Long Tail of Banking

This entry was posted on Tuesday, July 10th, 2007 at 10.39am and is filed under 2.0, social computing, long tail, video, strategy. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.