Objectives Advantages of E-Business, What you can Sell on-line? Internet and business Features of e-commerce, M-Commerce Features of digital markets, Features of digital goods.
E-Business Adv Low Startup Cost o The price of computers continue to drop rapidly, while technology improving. o Cutting the cost of rent, utilities, employees, paper work, and more o Obtaining lower price on some suppliers
Cont. Steady Stream of New Customer o Searching product on-line (engines, forum..etc) Diverse Products o Text, video, image, audio, services...etc o Anything that can be sold in the physical world can be sold through a web site o Non-physical product: medical or legal advice
Cont. Speed the flow of products and services o Getting products to market faster Improve the level of customer services o Adjusting more quickly to customer demand o Improving the speed of communications (email, chat room...etc) Improve relationships with suppliers
Cont. Manage inventory more efficiency o Online database Organize accountancy and statistics more efficiency. o Online database
What can sell online? 1.Selling Consumer Products 2.Selling Information 3.Selling Professional Services 4.Technology and Computer Services 5.On-line Opportunities for Artist
Internet and Organization What are the benefits that the Internet offers to organizations? Compare how you would shop for a car today, as opposed to how they might have shopped for a car ten years ago http://www.autobytel.com/
Electronic Commerce and the Internet E-commerce Use of the Internet and Web to transact business Digitally enabled transactions History of e-commerce Began in 1995 and grew exponentially; still growing at an annual rate of 16 percent Rapid growth led to market bubble E-commerce today the fastest growing form of retail trade in U.S., Europe, Asia
E-Commerce Features 1. Ubiquity Internet/Web technology available everywhere: work, home, etc., and anytime (Marketspace) Reduce transaction cost 2. Global reach The technology reaches across national boundaries, around Earth 3. Universal standards One set of technology standards in all nations: Internet standards
Cont. 4. Richness Supports video, audio, and text messages 5. Interactivity The technology works through interaction with the consumer E.g. no conversation in TV 6. Information density Vast increases in information density—the total amount and quality of information available to all market participants E-commerce technologies reduce information collection, storage, processing, and communication costs while increase the accuracy and timeliness of information.
Cont. 7. Personalization/Customization: The technology allows personalized messages to be delivered to individuals as well as groups. Merchants can target their marketing message to specific individuals by adjusting the message to person’s name, interest, and past purchases. The technology also permits customization by changing the delivered product or service based on a user’s preference or prior behavior.
Cont. 8. Social technology The technology promotes user content generation and social networking The technology allows people to establish a social network and communicate with each other via instant messaging or email.
Mobile Commerce Although m-commerce represents small fraction of total e- commerce transactions, revenue has been steadily growing Location-based services Shopping Banking and financial services Wireless Advertising Games and entertainment what applications and services they use with their cell- phones. Have any purchased games or entertainment, and from what companies?
Digital Market Digital markets reduce: 1. Information asymmetry When one party in a transaction has more information that is important for the transaction than the other party Consumer and supplier can “see” the prices being charged for goods, and in that sense digital markets are said to be more “transparent” that traditional market (e.g. Auto retailer).
Cont. 2. Search costs 3. Transaction costs (The cost of participating in a market) 4. Menu costs (Merchants’ costs of changing prices)
Cont. Digital markets enable: 1. Dynamic pricing The price of a product varies depending on the demand characteristics of the customer or the supply situation of the seller 2. Disintermediation The removal of organizations or business process layers responsible for intermediary steps in a value chain
Figure 10-2 The typical distribution channel has several intermediary layers, each of which adds to the final cost of a product, such as a sweater. Removing layers lowers the final cost to the consumer. The Benefits of Disintermediation to the Consumer
Digital Goods Digital goods Goods that can be delivered over a digital network E.g., Music tracks, video, software, newspapers, books Cost of producing first unit almost entire cost of product: marginal cost of producing 2 nd unit is about zero Costs of delivery over the Internet very low Marketing costs remain the same; pricing highly variable Industries with digital goods are undergoing revolutionary changes (publishers, record labels, etc.)
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