the Web ‘shatters’ traditional advertising because users don’t need it. they have better ways to find information about what to buy” [21]. In the present paper, clemons expands his analysis to focus on potential online business models that are not based on advertising. he reports on two categories: (1) Web sites that sell virtual things, including some virtual product, experience, content, information gathered from online experiences, or online service, and earn revenues from the sale, and (2) Web sites that charge for access to consumers in the form of misdirection, social search, or contextual mobile advertising. his analysis supports predictions for future business successes, based on the competitive strategy literature as well as observations of current company strategies, that enable us to gain a clearer understanding of how monetizable different business models on the Internet will be in the future.