Principles Of Internet Marketing Chapter 8 New Product

Principles Of Internet Marketing Chapter 8 : New Product Development and the NET

Principles Of Internet Marketing Team Member : v袁佩芝 v邱宏德 v徐培娜 v林兆應 v楊長浩 v張茂棠 v林廷憲

Principles Of Internet Marketing Job Assign : v 袁佩芝 : 引言 &串場 & Standards Marketing v 邱宏德 : High-Tech Battles & Information Acceleration & Power. Point Design v 徐培娜 : The Need for Speed v 林兆應 : Rapid New Product Development v 楊長浩 : Rapid New Product Development v 張茂棠 : Standards Marketing v 林廷憲 : Standards Marketing

E-Mail Address : v 袁佩芝 : 89751318 arespcyuan@sertek. com. tw v 邱宏德 : 89751319 timchiou@uwccb. com. tw timchiou@hotmail. com v 徐培娜 : 89731419 peina@south-china. com. tw v 林兆應 : 86710007 lin 678@ms 34. hinet. net v 楊長浩 : 89751328 howard. ch. yang@citicorp. com v 張茂棠 : 89751335 atu 786@ms 24. hinet. net v 林廷憲 : 89751322 lin@ms 1. cgh. org. tw

Overview - New Product Development and The Net v It is a battle about “Know-How” v The Know-How of Success should cover following key factors: v Speed: Time to Market & Earlier Marketer’s Benefit v Winner take all v Success breeds Success v to Set a Protocol of Business Model v Standard & Standard Body v Parallel operation model instead of Sequential one v Co-Work: Alliance

Overview - New Product Development and The Net v About Product Design & Marketing v Flexible v Earlier Customer Feedback v Sampling of Target Customer v Timing control v Pre-release beta version benefit v Focus on consumer’s interest which always change rapidly v keep an eye on the time using during Distribution your product which is longer of design product usually 回上一層

High-Tech Battles and the Browser Wars v. Sports Classic Rivalry 運動場上的傳統競爭 ØNational Football League – Green Bay Packer vs. Chicago Bears ØBaseball – Yankees vs. Red Sox ØBaseball – Giants vs. Dodgers üOld Grudges and Decades of History Matter - 十年來的歷史宿怨

High-Tech Battles and the Browser Wars v High-Technology Rivalry (Part I) ØIBM vs. Apple – 1980 s PC Market ØBetamax vs. VHS – VCR Market SONY drop Beta and switch to making VHS ØMicrosoft vs. Netscape One of the most important battles is fighting to make its browser

High-Tech Battles and the Browser Wars v High-Technology Rivalry (Part II) ØMicrosoft vs. Netscape § From 1995 to mid-1997, Released generations 2, 3, and 4 of their critical Web browser software § G 2 – Java & Java. Script § G 3 – Doc-editing & e-mail and newsgroup & new security capabilities § G 4 – Sharing Information & Internet and user’s computer blurred lines

High-Tech Battles and the Browser Wars v High-Technology Rivalry (Part III) ØBoth employees on 100 -hr work weeks ØMicrosoft § From sideline player to browser lead § Anti. Microsoft editorials and Gov’s antitrust ØNetscape § Browser battles startup in 1995 § Silicon Valley became its ally § Netscape merged with America Online 回上一層

The Need for Speed v. Internet Time “Sleepless in Silicon Valley” Overnight in Change and Evolution Acceleration in New Product

The Need for Speed v. Business Implications of Internet Time New Product Consumer’s Tastes and Desires Profitable

The Need for Speed v. Speed and Profits and Speed to Market 3 x 2 x x 1 x 6 months early 0 Time of Market Introduction to Competitors 6 months late

The Need for Speed v Speed and Innovativeness Time Pacing Increase Moore’s Law – 半導體晶片所能容納的電 晶體數量, 以每 1. 5 - 2年為週期, 逐期倍增. Beta Versions Leads to Learning Feedback Information

The Need for Speed v Speed and Alliances Costly to Provide All Features on Its Own Netscape (what’s cool) Who Where (www. ) Lycos (www. ) v. Speed and Standards 回上一層

Traditional New Product Development v Uncover unmet customer needs ØCustomer suggestions or complaints ØNumerical weights v Eliminate design mistakes ØFig 8. 5 Ø 1% for commercial, 60% success

Rapid New Product Development v Traditional -- not fast or flexible enough v Cost for getting sample information is low 1. Flexibility Response effectively to rapidly changing market 2. Modularity Proceed in parallel 3. Rapid feedback Easier and high quality information

Rapid New Product Development v Modularity Ø Visible design rules § Ways that modules interact with each other Ø Hidden design parameters § Internal working of each modules v Early Feedback Ø E-mail Ø Value suggestions -- right customer Ø Prelease § § Alpha -- internal employee Beta -- public Ø Short life cycle -- competition Ø Right feedback information -- tester

Rapid New Product Development v Rapid release ØAlpha, Beta § Termination date § Purchasing hint § E-Mail ØDistribution alliance 回上一層

Standards Marketing 回上一層

Standards Marketing v THE IMPOPRTANCE OF STANDARDS v THE TWO TYPES OF STANDARDS v STANDARDS STRATEGY

Standards Marketing v. THE IMPOPRTANCE OF STANDARDS Ø Standards are a defining feature of high-tech markets Ø Standards play a very useful role Ø Standards are a strong determinant of the success of new product in hightech markets 回上一層

Standards Marketing v THE TWO TYPES OF STANDARDS 1. An open standard 2. A de facto standard Ø Java and Open Standards Ø Active. X and De Facto Standards Ø Compromise Standards Ø Setting Internet Standards 回上一層

Standards Marketing 回上一層

Standards Marketing v. STANDARDS STRATEGY Ø Market Sharing Ø Bandwagon Markets 回上一層

Standards Marketing

Standards Marketing 回上一層

Information Acceleration v Information Acceleration in Market Research Ø IA – Information Acceleration § Use digital technologies create virtual worlds § Place the consumers in a virtual buying environment § Consumer makes a purchase decision

Information Acceleration v Consumer’s traditional purchase simulation Ø Virtual showroom visits Ø Advertising § Television § Magazines § Newspapers Ø Review articles and consumer-oriented reports Ø Word of mouth

Information Acceleration v How about the IA cost ? Ø Virtual environments can be expensive to create Ø The authors estimate the current cost of IA as between $100, 000 to $750, 000 Ø The Net may reduce these costs substantially Ø Web-based virtual prototyping worked well

Information Acceleration 1. Does Information Acceleration Work ? 1. Virtual simulations can replace expensive prototypes 2. Large number of possible product variants can be tried 3. Provide first test use of digital environment in marketing 2. Conclusion 1. Speed, Standards and New Features dominate the browser battle

Principles Of Internet Marketing Q&A 回上一層