What do you call it when consumers get a free service, but the real business model is behind the scenes in a b2b way? Like most models, it's not exactly new–but technology is enabling radically new ways to implement. Building on Fred Wilson's definition of Freemium, I'm calling it Beemium (but welcome better naming ideas!)
For example, take OpenTable. It's primarily known as a consumer-based service for making restaurant reservations. But their revenue model is providing a reservation management system for restaurants,who pay thousands for the privilege to be part of the network and also to manage their tables internally.
Another example is Sermo, the physician network. Docs collaborate and brainstorm online with other licensed medical professionals. Investors and healthcare execs pay dearly for the privilege of auditing the conversations and occasionally surveying the doctors.
A third example is my client, the Plus3Network. They provide recreational endurance atheletes with a robust social network that allows them to track workouts, engage with friends and fellow atheletes, while raising money for charity through a corporate sponsor. Plus3 is able to provide this service for free because corporations value this more connected and measurable way to connect with charity and consumers.
Each of these ostensibly consumer-oriented models goes well beyond traditional eyeball aggregation for advertisers, and provide access and information to corporations with deeper pockets.
