But great article here on monetization at Tencent, a leading Chinese portal. Here's the take-away:
Internet services (digital goods, games, micro-transactions): $344 million (66%)
Mobile services: $110 million (21%)
Online ads: $67 million (13%)
Total Revenues: $523 million
Its incredibly encouraging; also a frightening wake-up call.
Most web monetization initiatives I've seen in the US are around monetizing the attention of users by figuring out the best way to creatively/effectively serve advertising around a product.
Its always encouraging to see examples of product features that you can charge for, that result (for others) in 5X the revenue of the online ads.
The question that you naturally have to ask though, is what revenue opportunities are other web companies losing out on by focusing their attention on advertising, and not business models/features that you can charge for?