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Bus 290: Chapter 10

This chapter delves into the unique features of e-commerce and digital markets, examining their impact on business and revenue models. It explores how e-commerce has transformed marketing strategies and B2B transactions, highlighting the role of mobile commerce and its key applications. The text discusses the journey from early internet ads to the complexities of building an e-commerce website, addressing challenges such as security, product returns, and digital goods. Key concepts like pricing strategies, transaction costs, and personalized communication are also analyzed, showing the significance of the digital marketplace today.

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Bus 290: Chapter 10

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  1. Bus 290: Chapter 10 E-Commerce: Digital Markets & Digital Goods

  2. Learning Objectives • Unique features of e-commerce & digital markets • Principle e-commerce business & revenue models • How has e-Commerce transformed marketing • Effect on B2B transactions • Role of mobile commerce in business, what are the key m-commerce applications • Issues in building an e-commerce website

  3. E-Commerce • Buying & selling using electronic media • 1995 Netscape.com took first ads … to now • Dot-com bubble • Internet access • Stores not available in your town but.. • Stores that are available but … • Product selection • Pricing • Convenience

  4. Some fancy words • Ubiquity • Transactions costs • Global reach • Richness of the message • Interactivity • Personalized communication • Price discrimination

  5. Why shop online? • Cheaper to search • Faster to search • Convenient to shop • More variety • Cheaper • Fewer intermediaries (Disintermediation) • Dynamic pricing • Easier comparison • Digital goods

  6. But .. • Not a social activity • No trial possible • Harder to return goods (is it?) • Security concerns • Shipping costs • Will you get what you thought you bought

  7. Some terminology • B2B • B2C • B2G • C2C • Portals (news, games, shopping, etc) • Bricks to clicks • Channel Conflict

  8. More … • Transaction brokers .. E-trade • Service providers (SAAS, apps) • Community providers • Content providers … i-tunes

  9. Revenue Models • Advertising Revenue • Sales Revenue • Subscription Revenue • Free/Freemium revenue • Transaction Fee revenue • Affiliate revenue

  10. Social networking • Facebook • Twitter • Pintrest • Myspace • ….. • Feeding on each other’s ideas/wisdom

  11. More • Social Shopping Sites • Kaboodle, ThisNext, Wishabi • The Wisdom of Crowds • A giant focus group • Advice & solutions • Crowdsourcing • Prediction markets

  12. E-commerce Advertising • Search engine • Display ads • Classifieds • Rich media • Affiliate • Video • Sponsorships • E-mail

  13. More Marketing • Behavioural targeting • Click-streams • B2B and EDI • Ordering, billing/invoices, shipping info, payment • Faster, cheaper, more accurate • Various variations • Private industry networks • Net marketplaces or e-hubs (10-8) • Exchanges (privately owned e-hubs)

  14. M-commerce • Smart phones, Kindles etc • Fastest growing area • GPS • Banking • Snipsnap • Games/entertainment

  15. Website Design • “Beauty is in the eye of the beholder” • Reputation/recognition • Access speed • Content • Page layout • Navigability • E-commerce capabilities • Shopper friendliness

  16. Building a E-commerce website • See Table 10-7 Page 339 • In-house vs. outsource • Templates available • Cost-benefit • Hosting • From cheap to expensive

  17. Homework • Decision problem 1 • Discussion problem 2

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