The German Internet Industry 2009–2012
October 2011
Review, Trends, and Drivers

Four interconnected layers explaining the division of labor and value-added chains are identified and described in detail. In order to determine the indicators for the particular segments, a quantitative online survey was carried out. The study is the first to show both current market development possibilities and interconnections by systematically breaking down the Internet industry. Another part of the study examines trends and market development drivers in the Internet industry. These were identified and analyzed in interviews with carefully selected industry experts. Besides technical innovations such as IPv6, the study sheds light on the topic of open innovation and the effects of changing user behavior. As part of the analysis, the study pinpoints questions pertaining to the potential for change in these areas.