Module 8

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network effects
bắt đầu học
the value a user derives from a network relates to the number of users in the network; the value of network is proportional to n2 users: Metcalfe's Law -> two network users can make 1 connection, 5 can make 10, number of possible connections n(n-1)/2
e-commerce
bắt đầu học
use of the Internet and Web to transact; began in 1995 and grew exponentially; moved from desktops to smartphones; three major segments: retail goods, travel and services, online content
e-commerce in different contexts
bắt đầu học
social, mobile, local
two types of network externalities
bắt đầu học
positive - an additional network user increases value to all other users; negative - an addiotnal network user decreases value to all other users
plaftorm ecosystems
bắt đầu học
platforms actively encourage third-party providers to integrate products and services with their software, creating ecosystems -> exchange of value, platforms increases the value it offers to users
one-sided market
bắt đầu học
large share of value is derived from a single class of users; messaging services, telephone networks
two-sided market
bắt đầu học
value is derived from two categories of network users, more complex as firms must consider interaction between the two sides; payment services, video game consoles, airBnb, Uber
same-sided network effects
bắt đầu học
increasing value to a class of users resulting from an increase in the number of users from that class; example: the added value fro. your friends joining WhatsApp
cross-side network effects
bắt đầu học
increasing value to a class of users resulting from an increase in the number of users from another class; example: greater choice on AirBNB, a vendor offering a certain payment option, video game players and developers
positive feedback loop
bắt đầu học
an increase in A leads to an increase in B which leads to an increase in A
collaborative consumption or sharing economy
bắt đầu học
use of under-utilised assets; car sharing, tools sharing
servitization
bắt đầu học
business model in which companies move from selling products to selling integrated products and services with the aim of: better meeting customers' needs, improving business results and competitive position
Drivers for newer/better services
bắt đầu học
economic (harder to compete with prices, lower wages and increased productivity); market (focus on core competencies, customers looking fro flexibility and risk sharing); sustainability
e-commerce
bắt đầu học
the use of the internet and the web to enact business
unique features of e-commerce
bắt đầu học
ubiquity, global reach, universal standards, richness, interactivity, information density, personalisation, social technology
ubiquity
bắt đầu học
available everywhere anytime; it reduces transaction costs for the customer
universal standards
bắt đầu học
all computers can link with each other and have no problem in collaborating -> lowers the market entry costs
richness
bắt đầu học
complexity and content of a message
information density
bắt đầu học
quality and amount of information available
social technology
bắt đầu học
networking
key concepts of e-commerce
bắt đầu học
reduced information asymmetry; lowered menu costs; reduced or increased switching costs; products selling don't require a middleman
types of e-commerce
bắt đầu học
Business-to-consumer (B2C); Business-to-Business (B2B); Consumer-to-consumer (C2C)
B2C
bắt đầu học
a business unit selling its products to individual shoppers
B2B
bắt đầu học
a business unit selling its products to other businesses
C2C
bắt đầu học
consumer directly selling to other customer; eBay
New Business Models
bắt đầu học
Portals; E-tailers; Content providers; Transaction brokers; Market creator; Service provider; Community provider
Portals
bắt đầu học
provide initial point of entry to the web along with specialised content and other services; usually a homepage
E-tailers
bắt đầu học
online retail stores
Content providers
bắt đầu học
distribution of information content over the internet
Transaction brokers
bắt đầu học
process transactions
service provider
bắt đầu học
Saas
community provider
bắt đầu học
social network, social media
E-Commerce Revenue Models
bắt đầu học
Advertising, Sales, Subscription, Free/Freemium, Transaction fee, Affiliate
Advertising Revenue Model
bắt đầu học
website generates revenue through showing ads
Sales revenue model
bắt đầu học
revenue comes from selling products
Free/freemium revenue model
bắt đầu học
initially free, but charges customers for advanced features
transaction fee revenue model
bắt đầu học
company receives a fee for perfuming a transaction for the customer
affiliate revenue model
bắt đầu học
a person or a business gets paid as a result of them referring a customer to other websites
New Ways of Marketing
bắt đầu học
Behavioural Targeting; Social E-Commerce, The Wisdom of Crowds
Behavioural targeting
bắt đầu học
identifying and collecting information on the clicking behaviour of individuals -> may lead to an invasion of privacy
social e-commerce
bắt đầu học
according to social graphs, you are statistically six social clicks away from every person on earth -> viral marketing
The Wisdom of Crowds
bắt đầu học
gather a lot of customers and ask them about the problem you are encountering
Business-to-Business Transactions
bắt đầu học
Electronic Data Interchange (EDI); New Ways of B2B Buying and Selling

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dklekowski ông viết: 2022-06-09 19:44:06
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