Do you know the amazing power of FREE?

A tribute to Netscape Navigator - a superior product who practically vanished in time because it did not realize the amazing power of Free

Here is a story, in which the characters will only be remembered by older internet users.

Once upon a time, not so long ago in a world before this one, there used to be two internet browsers. One was called Internet Explorer and the other's name was Netscape Navigator. Both were required to browse the internet, and soon there was a struggle for world domination between them. That was how the world's first browser war began.

As the battle raged, the creator of both browsers fought back hard and bitterly on all fronts. Netscape Navigator was often considered to be the superior of the two products, but in price and functionality the two were in a deadly race, made more difficult by the fact that the two products were roughly similar.

But then one of the two contestants pulled the ultimate trick: it made its product free. The effect was that of detonating an atomic bomb on a medieval battlefield. It simply wiped out the opposition within months. Who can ever win a sales war if the opposing party is giving its product away at no charge? By the time the court cases were over, it was too late already. Internet Explorer emerged the undisputed winner, and it remains the world's dominant web browser to this day. It wasn't the better of the two products. Only its business model was. And that's all that counted.

As for Netscape Navigator - when was the last you heard its name? Probably not in a long, long time...

This little story already illustrates the amazing power of Free.

But there are more facts to consider: How much does Google charge for a service which has streamlined the internet beyond comparison? The answer? Nothing. How much does the most popular social media service of all time - Facebook - charge for hours of entertainment? Nothing at all. The same goes for MySpace, and Twitter.

Or what about one of the world's most popular email service, Gmail? And have you considered the incredible amount of content that millions of users receive via YouTube or the unbelievable magic of Google Earth and Skype? What do these companies charge for their immensely useful content? You guessed it. Nada. Zero. Zilch. One hundred percent nothing!

But have the companies behind these services made millions, or even billions of dollars? The answer to that question is an unhesitating yes.

So how is it possible that businesses can make oceans of money by giving things away for free?

The answer to that question lies in the simply fact that they create revenues streams that accompany the main benefits that they give away for free. Historically, this kind of an economic model is rather rare. But not entirely. In a way, it as always been practised. And the proof of it can be found from any fisherman who will tell you: if need bait if you want to catch fish. You need to give in order to get. And if you want to get much, you have to be prepared to give a lot.

The question then is, can you think how your business can use the amazing power of Free?

Perhaps your business cannot benefit from the power of Free, but I do suspect that that kind of a business would be a very rare one indeed. It may not be practical to give away luxury cars for free, which would run on a proprietary fuel, from which the manufacturer would over time make much more money than he would ever make from mere car sales.

But there is a principle involved. Can you see that at least? If you can, then you may just be holding the key to your next million - or billion.

In our company's case, we deliver future technology to today's world. But in our industry, as in many others, there is also currently a war raging. It is called the "Bandwidth war." Everywhere in the world internet is getting faster and cheaper as different service providers are continuously forced to try and outdo each other in a competitive market.

So we have to ask ourselves - in dealing with a commodity of constantly declining profit, what will happen when somebody figures out a way to give away bandwidth for free? Or, as often happens, at a price that is so low that it is almost free?

Sometimes it is easier to predict the outcome of wars than people might think. And we believe that the outcome of his war would be something along the line of internet that costs so little that it is almost regarded as free. We are already planning of that world today. The power of Free can be your enemy or it can be the difference between owning a mill or owning a market. In the end, it is every  business' own choice whether he wishes to make use of the principle of free or not. Free is fun, but it is not for the feint-hearted.

I wonder how many people have ever thought about it this way.