digital economy_chapter2_ecommerce
DESCRIPTION
This is Chapter 2 of eCommerce books about the digital economy.TRANSCRIPT
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Thanh Luan Nguyen
CHAPTER 2
THE DIGITAL
ECONOMY
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CON
TEN
T
2.1 Rosenbluth International- A new way to compete2.2 The digital economy-An Overview2.3 Marketspaces vs. Marketplaces2.4 The Components of Digital Ecosystems2.5 Competition in Marketspaces2.6 Issues and Success Factors in the Digital Economy2.7 Impacts on Trading Processes, Intermediaries and the Others2.8 Impacts on Business Processes and Organizations2.9 Mobile Commerce2.10 Managerial Issues
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2.1 Opening Case:
Rosenbluth International
“..is a major international
player in the competitive
travel agency industry”.
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The problem:Threats to international travel agency industry
Airlines, hotels and others moving to direct electronic distribution systems(online booking)
Commission caps for agents reduced Online companies penetrating corporate market as
well as individual travelers Competition among major players is rebate-based Adding competitive pressures because of innovative
business models (i.e., name your own price, auctions) embraced by companies in the industry
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The Solution: Get out of leisure travel business, becoming a pure
corporate travel agency. Rebate customers with entire commission Uses several innovative e-commerce applications. The
specific tools are:• DACODA(Discount Analysis Containing Optimal Decision
Algorithms): optimizes corporation's travel savings, enabling travel managers to decipher complex airline pricing and identify the most favorable airline contracts.
• E-messaging services: reservation requests and results via e-mail.
• E-ticket tracking: tracks, monitors, reports on and collects the appropriate refund or exchange for unused e-tickets.
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The specific tools(cont.)
• Res-Monitor : low-fare search system, finds additional savings for 1 of 4 reservations
• Global Distribution Network: enables instant access to traveler’s itinerary, travel preferences, corporate travel policy
• Custom-Res: : a global e-reservation system ensuring policy compliance, consistent service, accurate reservations
• IntelliCenters: advanced reservation centers using innovative telecommunications technology to manage multiple accounts
• NOC( Network Operations Center): monitors weather, current events, air traffic
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The Results
In 1979, the company had $ 40 mil in sales By 1997 that figure had grown to over $ 3 bil. Today, the company operates in 24 countries
and has about 4500 employees. Since the introduction of the Web-based
solutions in 1997, sales increased to about $ 5 bil in 3 years (60% increase).
The company not only survived the threats of elimination but increased its market share and profitability.
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2.2 The Digital Economy
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Rosenbluth’s eperience illustrates the following points:• Complete change of business models and
strategies for success in digital economy• Web-based IT and EC facilitate competitive
advantage• Global competition: price, quality and
service• Extensive networked computing
infrastructure is expensive• Web-based applications provide customer
service, online selling, and procurement support• Innovative systems must be patented
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The Digital Economy Defined
Also Known As: Internet economy, new economy, or the Web economy.
Economy based largely on digital technologies including Digital
communication networks (Internet, intranets)
Computers
SoftwareRelated
information technologies
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The digital economy has created an economic
revolution• I.T growth more than double the rate of the overall
economy• I.T industry provided over one-quarter(¼) of total
economic growth (1996-2000)• In 1997, the US enjoys susstainable growth with almost
no inflation• In the late 1990s, IT’s share rose to 45 percent each
year• High-paying jobs. At $ 60,000/year• Very low to negative unemployment in IT industry. In
1999, over 8.5 mil people worked in the IT sector in the US workforce.
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2.3 Marketspaces
vs. Marketplaces
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Marketplace has three main functions:• Matching buyers and sellers• Facilitating the exchange of
information, goods, services and payment associated with market transactions• Providing an institutional infrastructure EC in the marketplace• Increasing market efficiencies by
expediting• Decreasing the cost of executing these
functions.
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Marketspaces : electronic marketplaces (especially Internet-based)• Changed processes used in trading and
supply chains• Changes driven by IT Increased effectiveness Lower transaction and distribution costs More efficient ,” friction-free” markets
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Marketplaces vs. Marketspaces
Doing business in the real world* Process raw materials* Distribute raw materials
Doing business with EC* Gathering information*Selecting information*Synthesizing information*Distributing information
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2.4 The components
of Digital
Ecosystems
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Digital Product Information and entertainment products• Paper-based products: books, newspapers,
magazines• Product information: catalogs, training manuals• Graphics: photographs, maps, calendars• Video: movies, TV programs• Software: programs, games, development tools Symbols, tokens and concepts• Tickets and reservations: airline, concert• Financial instruments: checks, credit cards,
electronic currencies
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Processes and services• Government services: forms,
benefits, licenses• E-messaging: letters, faxes• Business processes: ordering,
inventorying• Auctions: bidding, bartering• Others
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Consumer Search for detailed information Compare products/prices Bid or negotiate prices Sellers Innumerable products and services availableSell direct from Web sites, marketplaces Intermediaries Create and manage online markets Match buyers and sellers Provide infrastructure services Aid transactions
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Support services: address implementation issues
Certification and trust services Knowledge providers
Infrastructure companies: provide hardware, software, EC supportContent creators: create and maintain Web sitesBusiness partners: Internet collaboration usually along the supply chain
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Electronic marketplaces: several types of elechtronic marketplaces
Exchanges—many-to-many Sell-side—one-seller-many-buyers Buy-side—one-buyer-many-sellers Public—open to all Private—open to invited traders only
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2.5 Competiton
in marketplaces
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Competition in the Internet ecosystem (business model of the online economy)• Inclusive with low barriers to entry• Self-organizing• Old rules may no longer apply
Competition is intense for the following reasons• Lower buyers’ search cost• Speedy comparisons• Differentiation and personalization
Consumers like differentiation and personalization• Lower prices• Customer service
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Other competitive factors to consider Size of company no longer significant Geographical location insignificant Language barriers are being removed Digital products do not have normal wear and
tear In perfect competition No barriers to entry Not allow large sellers or buyers to individually
influence the market No product differentiation Supply buyers and sellers with comprehensive
info
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2.6 Issues and
success factors in
the Digital Economy
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Cost curves: Regular products and Digital products
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Buying vs. rentingBundling products/ services Critical Mass of Buyers & Sellers A critical mass of buyers is needed for an EC company or initiative to survive.
• High fixed costs of deploying EC• Market efficiency• Development of strong, fair competition
Quality uncertainty and quality assurance• Provide free samples• Return if not satisfied
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Pricing on the Internet• Pricing in many case determines sales volume, market
share, and product profitability.• Price discrimination: different prices to different
buyers through customization of products• Product differentiation: price based on value to the
customer, not cost of production Online vs. offline pricing• Click-and-mortar—available online and offline• Examples: Most brokerage houses offer almost a 50%
commission discount per trade if the trade is conducted online.
In contrast, most banks do not offer any discounts for going online. Some banks, however, whose strategy is to aggressively go online, provide discount, as do virtual bank.
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Economic Impacts of EC - Economic Effects of EC• Production function—can substitute capital for labor
for same quantity of production• Lower the labor needed, higher required investments• EC lowers amount of labor/capital needed to produce
the product
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Contributors to E-market success• Product characteristics
Type: digitized and non-digitizedPrice is an important determinantStandards and product information
available allows sale of most items: cars, computers, groceries
• Industry characteristicsBrokers currently necessaryIntelligent systems may replace brokers
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Seller characteristics• Consumers find sellers with the lowest
prices• Low-volume, higher-profit-margin
transactionsConsumer characteristics
• Impulse buyers• Patient buyers• Analytical buyers
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2.7 Impacts on industry structure,
intermediaries and others
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Industry structure• Search costs. Searching reduces the likelihood that
sellers will be able to charge significantly higher prices than their competitors.
• Consumers are aware of competitor’s prices through searches; intermediaries become obsolete• Digitization of more products; reduction in shipping
costs• Seller and customer activities converge in 1 place• The digitization of the product itself as well as its
distribution.• Wide range of seller and customer activities:
marketing, order processing, distribution, payments, product development.
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Roles and value of intermediaries in E-markets• Search costs: brokers with access to customer
preferences can predict demand for products• Lack of privacy: anonymity of buyer and/or seller• Incomplete information: gathers product information from
many sources• Contracting risk• Pricing inefficiencies
Disintermediation and reintermediation• Disintermediaries: match and provide information• Reintermediatiaries: provide value-added services
(consulting)
Syndication: sale of the same good to many customers, who integrate it with other offerings and redistribute it (virtual stock brokers)
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Syndication supply chain• Syndication of information is critical to the success
of EC• Distributors provide free information to
consumers, and package and sell the same information• Content creators sell the same information to
many syndicators and distributors The internet and the Value Chain• The value chain is a framework that
identifies the activities that an organization perform is order to create its products or services.
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Potential Winners and Losers in ECIt is still unclear who will be the final winners and losers in ECWinner
s*Internet access provider*Providers of diversified portal services*EC software companies*Proprietary network owner*Midsize manufactures*Others
Losers
*Manywholesalers,especially small ones* Brokers*Salespeople*Nondifferentiated manufactures
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2.8 Impact on Business Processesand Organizations
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Improving direct marketing Impacts of direct marketing• Product promotion• New sales channels• Direct savings• Reduced cycle time• Customer service • Brand or corporate image
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Other marketing-related impacts• Customization • Advertising• Ordering systems•Markets
Transforming organizations• Technology and organization learning• Changing nature of work
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Redefining organizationsSome of changes that will redefine organizations• New product capabilities• New business models
Impacts on Manufacturing• An interesting concept is that of virtual
manufacturing, which is the ability to run your global plants as though they were one single plant. • Build-to-Order: The biggest change in
manufacturing will be the move to build-to-order systems
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Impact on finance and accounting• Back-office transactions include buyer’s
credit checks, product avaibility checks, confirmation, movement in accounts payable and receivable, billing and much more
• Virtual close project of Cisco SystemsHuman resource management,
training, and education• EC is changing the manner in which
people are recruited, evaluated, promoted and developed
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2.9 Mobile
Commerce
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Mobile Commerce (m-commerce) refers to the conduct of e-commerce via wireless devices
Applications of M-commerce• Online stock trading• Online banking• Micropayments• Online gambling• Online auctions• Ordering and service• Messaging systems• B2B
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A successful vendorI-MODE, the pioneering wireless service. Some interesting apps of I-MODE
• Receive train timetable• Discount coupons for shopping and
restaurants• Purchase music online• Send or receive photos• Purchase airline tickets• Locate information about books and buy
them
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2.10 Managerial Issues
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The following issues are germane to management New business models Competition in the digital economy How to transform to digital economy Disintermediation and reintermediation Going global Organizational changes Alliances
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