Chapter 2 Ecommerce Business Models and Concepts Copyright

Learning Objectives 1. 2. 3. 4. 5. Identify the key components of ecommerce business models Describe the major B 2 C business models Describe the major B 2 B business models Recognize business models in other emerging areas of e-commerce Understand key business concepts and strategies applicable to e-commerce Copyright © 2007 Pearson Education, Inc. 2

Online Groceries: Up from the Embers Class Discussion n n Why do you think Webvan. com failed? Why are more traditional grocery chains succeeding today? Why would online customers pay the same prices as in the stores plus pay delivery charges? What’s the benefit to the customer? What are the important success factors for Fresh. Direct? Do you think Fresh. Direct would work in your town? Copyright © 2007 Pearson Education, Inc. 3

E-commerce Business Models—Definitions Business model: set of planned activities designed to result in a profit in a marketplace n Business plan: document that describes a firm’s business model n E-commerce business model: aims to use and leverage the unique qualities of Internet and Web n Copyright © 2007 Pearson Education, Inc. 4

Key Ingredients of a Business Model Table 2. 1, Page 59 5

Value Proposition Defines how a company’s product or service fulfills the needs of customers n Questions to ask: § Why will customers choose to do business with your firm instead of another? § What will your firm provide that others do not or cannot? n Examples of successful value propositions: § Personalization/customization § Reduction of product search costs § Reduction of price discover costs § Facilitation of transactions by managing product delivery n Copyright © 2007 Pearson Education, Inc. 6

Revenue Model Describes how the firm will earn revenue, generate profits, and produce a superior return on invested capital n Major types: 1. Advertising revenue model 2. Subscription revenue model 3. Transaction fee revenue model 4. Sales revenue model 5. Affiliate revenue model n Copyright © 2007 Pearson Education, Inc. 7

1. Advertising Revenue Model Web site that offers content, services and/or products also provides a forum for advertisements and receives fees from advertisers. n Common model used for high traffic Web sites. n It includes selling banner ads, classified ads, sponsor ads, pop-up ads, etc. Revenue at Yahoo, Webcrawler, and Geocities is generated this way. Advertising Revenue Model n Copyright © 2007 Pearson Education, Inc. ISP Personals Finance Sports Ad Server $ Advertiser Exposur es http: //www. demingcenter. com/html_files/roi/pdf_2 annual/Higbie_Pricing. ppt#5 8

2. Subscription Revenue Model Web site that offers users content or services charges a subscription fee for access to some or all of its offerings n Examples: § Consumer Reports Online § Yahoo! Platinum n Copyright © 2007 Pearson Education, Inc. Subscription Revenue Model Messaging Financial News Email ISP $ http: //www. demingcenter. com/html_files/roi/pdf_2 annual/Higbie_Pricing. ppt#5 9

3. Transaction Fee Revenue Model Company that receives a fee (commission) for enabling or executing a transaction. n eg. In auction sites when a seller is successful in auctioning off a product site receives transaction fee n eg. Online stock broker receives fees each time it executes a transaction on behalf of customers n Examples: § e. Bay. com § E-Trade. com § Visa § Schwab n Copyright © 2007 Pearson Education, Inc. 10

4. Sales Revenue Model Company derives revenue by selling goods, information, or services to

5. Affiliate Revenue Model Sites that steer business to an “affiliate” receive a referral fee or percentage of the revenue from any resulting sales n Example: § My. Points. com § Google n Copyright © 2007 Pearson Education, Inc. 12

Five Primary Revenue Models Table 2. 2, Page 62 Copyright © 2007 Pearson Education,

Market Opportunity Refers to a company’s intended marketspace and the overall potential financial opportunities available to the firm in that marketspace n Marketspace: the area of actual or potential commercial value in which a company intends to operate n Realistic market opportunity is defined by revenue potential in each of market niches in which company hopes to compete n Copyright © 2007 Pearson Education, Inc. 14

Competitive Environment Refers to the other companies selling similar products and operating in the same marketspace n Influenced by: § how many competitors are active § how large their operations are § what is the market share for each competitor § how profitable these firms are § how they price their products n Includes both direct competitors and indirector competitors n Copyright © 2007 Pearson Education, Inc. 15

Competitive Advantage Achieved when a firm can produce a superior product and/or bring product to market at a lower price than most, or all, of competitors n Firms achieve competitive advantage when they are able to obtain differential access to the factors of production that are denied to competitors n Types of competitive advantage include: § First mover advantage—results from a firm being first into a marketplace § Unfair competitive advantage—occurs when one firm develops an advantage based on a factor that other firms cannot purchase n Copyright © 2007 Pearson Education, Inc. 16

Market Strategy A plan that details how a company intends to enter a new market and attract customers n Best business concepts will fail if not properly marketed to potential customers n Copyright © 2007 Pearson Education, Inc. 17

Organizational Development Describes how the company will organize the work that needs to be accomplished n Work is typically divided into functional departments n Move from generalists to specialists as the company grows n Copyright © 2007 Pearson Education, Inc. 18

Management Team Employees of the company responsible for making the business model work n Strong management team gives instant credibility to outside investors n A strong management team may not be able to salvage a weak business model, but should be able to change the model and redefine the business as it becomes necessary n Copyright © 2007 Pearson Education, Inc. 19

Categorizing E-commerce Business Models: Some Difficulties No one correct way n We categorize business models according to e-commerce sector (B 2 C, B 2 B, C 2 C) n Type of e-commerce technology used can also affect classification of a business model n Some companies use multiple business models n Copyright © 2007 Pearson Education, Inc. 20

B 2 C Business Models Table 2. 3, Page 69 Copyright © 2007 Pearson

B 2 C Business Models: Portal Offers powerful search tools plus an integrated package of content and services n Typically utilizes a combines subscription/advertising revenues/transaction fee model n May be general or specialized (vortal) n Copyright © 2007 Pearson Education, Inc. 22

B 2 C Business Models: E-tailer Online version of traditional retailer n Types include: § Virtual merchants § Bricks-and-cricks § Catalog merchants § Manufacturer-direct n Copyright © 2007 Pearson Education, Inc. 23

B 2 C Business Models: Content Provider Information and entertainment companies that provide digital content over the Web n Typically utilizes a subscription, pay for download, or advertising revenue model n Syndication a variation of standard content provider model n Copyright © 2007 Pearson Education, Inc. 24

B 2 C Business Models: Transaction Broker Processes online transactions for consumers n Primary value proposition—saving of time and money n Typical revenue model—transaction fee n Industries using this model include: § Financial services § Travel services § Job placement services n Copyright © 2007 Pearson Education, Inc. 25

B 2 C Business Models: Market Creator Uses Internet technology to create markets that bring buyers and sellers together n Examples: § Priceline. com § e. Bay. com n Typically uses a transaction fee revenue model n Copyright © 2007 Pearson Education, Inc. 26

B 2 C Business Models: Service Provider Offers services online n Value proposition: valuable, convenient, timesaving, low-cost alternatives to traditional service providers n Revenue models: subscription fees or onetime payment n Copyright © 2007 Pearson Education, Inc. 27

B 2 C Business Models: Community Provider Sites that create a digital online environment where people with similar interests can transact, communicate, and receive interestrelated information. n Typically rely on a hybrid revenue model n Examples: § i. Village. com § Friendster. com § About. com n Copyright © 2007 Pearson Education, Inc. 28

Insight on Technology: Search Engine Wars, Round 3 Class Discussion How many of you use Google, Yahoo!, or MSN search engines? Does the class differ from the overall Web population? n Why do you use a particular search engine? n Why are search engines so profitable? n Why do people stay longer at Yahoo and MSN. com when compared to Google? Does this give them an advantage? n Copyright © 2007 Pearson Education, Inc. 29

B 2 B Business Models Table 2. 4, Page 78 Copyright © 2007 Pearson

B 2 B Business Models: E-distributor Company that supplies products and services directly to individual businesses n Owned by one company seeking to serve many customers n Example: Grainger. com n Copyright © 2007 Pearson Education, Inc. 31

B 2 B Business Models: E-procurement Companies Create and sell access to digital electronic markets n B 2 B service provider is one type: offer purchasing firms sophisticated set of sourcing and supply chain management tools n Application service providers: a subset of B 2 B service providers n Example: § Ariba n Copyright © 2007 Pearson Education, Inc. 32

B 2 B Business Models: Exchanges n n n An electronic digital marketplace where suppliers and commercial purchasers can conduct transactions Usually owned by independent firms whose business is making a market Generate revenue by charging transaction fees Usually serve a single vertical industry Number of exchanges has fallen to around 200 in 2005 Copyright © 2007 Pearson Education, Inc. 33

Insight on Business: Onvia Evolves Class Discussion Why did Onvia have a difficult time with its early business model? n What type of B 2 B business model is Onvia using now? Is it still an “exchange? ” n Why is the government market succeeding? What services does Onvia provide to government buyers? To small business sellers? n How does Onvia make money? n Copyright © 2007 Pearson Education, Inc. 34

B 2 B Business Models: Industry Consortia Industry-owned vertical marketplaces that serve specific industries n Horizontal marketplaces, in contrast, sell specific products and services to a wide range of industries n Example: Exostar n Copyright © 2007 Pearson Education, Inc. 35

B 2 B Business Models: Private Industrial Networks Digital networks (usually, but not always Internet-based) designed to coordinate the flow of communications among firms engaged in business together n Single firm network: the most common form (Example: Walmart) n Industry-wide networks: often evolve out of industry associations (Example: Agentrics) n Copyright © 2007 Pearson Education, Inc. 36

Business Models in Emerging Ecommerce Areas Table 2. 5, Page 83 Copyright © 2007

Business Models in Emerging E-commerce Areas Consumer to Consumer (C 2 C): Provides a way for consumers to sell to each other, with the help of an online marketmaker such as e. Bay. com n Peer-to-Peer (P 2 P): Links users, enabling them to share files and common resources without a common server n M-commerce: Takes traditional e-commerce business models and leverages emerging new wireless technologies n To date, a disappointment in the United States; however, technology platform continues to evolve n Copyright © 2007 Pearson Education, Inc. 38

Insight on Society: Is Privacy Possible in a Wireless World Class Discussion Why should you care if companies and government agencies track your cell phone? What is the threat if you are not doing anything wrong? n What is the “opt-in” principle and how does it protect privacy? n Should business firms be allowed to call cell phones with advertising messages based on location? n Should customer location information be protected from government agencies? n Copyright © 2007 Pearson Education, Inc. 39

E-commerce Enablers: The Gold Rush Model Internet infrastructure companies: Companies whose business model is focused on providing infrastructure necessary for ecommerce companies to exist, grow, and prosper n Provide hardware, software, networking, security, e-commerce software systems, payment systems, databases, hosting services, etc. n Copyright © 2007 Pearson Education, Inc. 40

How the Internet and the Web Change Business: Strategy, Structure, and Process n Important to understand how Internet and Web have changed business environment, including industry structures, business strategies, and industry and firm operations Copyright © 2007 Pearson Education, Inc. 41

Industry Structure n E-commerce changes the nature of players in an industry and their relative bargaining power by changing: § the basis of competition among rivals § the barriers to entry § the threat of new substitute products § the strength of suppliers § the bargaining power of buyers Copyright © 2007 Pearson Education, Inc. 42

How the Internet Influences Industry Structure Figure 2. 5, Page 91 SOURCE: Porter, 2001. 43

Industry Value Chains A set of activities performed in an industry by suppliers, manufacturers, transporters, distributors, and retailers that transform raw inputs into final products and services n Reduces the cost of information and other transactional costs n Copyright © 2007 Pearson Education, Inc. 44

E-commerce and Industry Value Chains Figure 2. 6, Page 93 45

Firm Value Chains A set of activities that a firm engages in to create

E-commerce and Firm Value Chains Figure 2. 7, Page 95 47

Firm Value Webs A networked business ecosystem that uses Internet technology to coordinate the value chains of business partners within an industry, or within a group of firms n Coordinates a firm’s suppliers with its own production needs using an Internet-based supply chain management system n Copyright © 2007 Pearson Education, Inc. 48

Internet-Enabled Value Web Figure 2. 8, Page 96 49

Business Strategy A set of plans for achieving superior long-term returns on the capital invested in a business firm (i. e. , a plan for making a profit in a competitive environment) n Four generic strategies § Differentiation § Cost § Scope § Focus n Copyright © 2007 Pearson Education, Inc. 50

End of Chapter 2 Copyright © 2007 Pearson Education, Inc. 51

Useful Sites http: //digitalenterprise. org/models. htm n http: //www. misprofessor. com/ecomm/bizmodls. shtml n From Deitel Book – e-Business & e-Commerce : How to Program http: //software. ucv. ro/~badica_costin/didactic/2003_2 004/ce/documente/Modele. EBusiness. pdf n Copyright © 2007 Pearson Education, Inc. 52