 He also emphasized that Business Model 2.0 has to take into account not just the technology effect of Web 2.0 but also the networking effect.He gave the example of the success story of Amazon in making huge revenues each year by developing an open platform that supports a community of companies that re-use Amazon's on-demand commerce services.Jose van Dijck (2013) identifies three main ways that media platforms choose to monetize, which mark a change from traditional business models.