Clase 2 - Introduccion - Modelos de negocio - Marketing

Clase 2 - Introduccion - Modelos de negocio - Marketing -...

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Unformatted text preview: Clase 1 - Introducción a E - Commerce Web y Negocios 2015 Ignacio Saavedra @isaavedra Outline • • • • • E-Commerce definition E-Commerce history E-Commerce trends E-Commerce types and examples Introduction to Online Marketing E-Commerce definition Electronic commerce (e-commerce) is a type of industry where the buying and selling of products or services is conducted over electronic systems such as the Internet and other computer networks • • • • • Transactional e-commerce sites. Services-oriented relationship-building web sites. Brand-building sites. Portal, publisher or media sites Social Networks 2.4B Global Internet Users in 2012* – 8% Y/Y Growth*, Driven by Emerging Markets Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Country China India Indonesia Iran Russia Nigeria Philippines Brazil Mexico USA Argentina Egypt Colombia Turkey Vietnam Top 15 World 2008-2012 Internet User Adds (MMs) 264 88 39 35 33 31 28 27 19 18 17 17 14 13 12 654 902 2012 Internet Users (MMs) 564 137 55 42 70 48 34 88 42 244 28 30 25 35 31 1,473 2,406 Y/Y Growth 10% 26 58 205 6 15 32 6 9 3 57 11 39 17 7 15% 8% Population Penetration 42% 11 23 55 49 30 35 45 37 78 68 38 54 47 35 34% 34% Note: *All data (except China) as of 6/12, 2.4B global Internet users and 8% Y/Y growth rate based on the latest available data. China Mobile Traffic as % of Global Internet Traffic = Growing 1.5x per Year & Likely to Maintain Trajectory or Accelerate Global Mobile Traffic as % of Total Internet Traffic, 12/08 – 5/13 (with Trendline Projection to 5/15E) 30% Trendline % of Internet Traffic 25% 15% in 5/13 20% 15% 10% 5% 0.9% in 5/09 0% 12/08 2.4% in 5/10 12/09 6% in 5/11 12/10 10% in 5/12 12/11 12/12 12/13E 12/14E 32 China – Mobile Internet Access Surpassed PC, Q2:12 % of Chinese Internet Users Accessing the Web via Desktop PCs vs. via Mobile Phones, 6/07 – 12/12 % of Total Internet Users in China 100% 96% 75% 80% via Desktop PC 60% 40% 71% via Mobile Phone 28% 20% 0% 6/07 12/07 6/08 12/08 6/09 12/09 6/10 12/10 6/11 12/11 6/12 12/12 Source: CNNIC, 1/13. 33 Groupon N. America – 45% of Transactions on Mobile, Up from <15% Two Years Ago % of Groupon North America Transactions Completed on Mobile, 1/11 – 3/13 Groupon North America Transactions Completed on Mobile (%) 50% 45% 40% 30% 20% 10% 14% 0% 1/11 4/11 7/11 10/11 1/12 4/12 7/12 10/12 1/13 Source: Groupon, as of 3/13. 35 Apple Growing Rapidly (1.4x Share Gain)… Samsung Up 7x Over ~2 Years Global Smartphone Unit Market Share Q4:12 Q1:10 22% 16% 4% Apple Samsung 80% 49% Other 29% 55MM Units 219MM Units Nokiaʼs burning platform - Stephen Elopʼs • • In an internal memo published on Engadget, the former Microsoft exec compared the companyʼs troubles to a man standing on a burning oil platform in the middle of the sea. • The memo goes on to admit what the mobile world has been saying for years: Nokia has fallen dramatically behind the competition – in particular Apple and Android – in smart phones. • He also hints that the company could abandon Symbian. • ...“Nokia, our platform is burning.The burning platform, upon which the man found himself, caused the man to shift his behaviour, and take a bold and brave step into an uncertain future. 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XQGHUVWDQGWKHSDWKWRSXUFKDVHIRUWKHLUFRQVXPHUV)RULQVWDQFH FRQWHQW)RUH[DPSOHWKLVFRXOGEHFKHFNLQJVRFLDOPHGLDZKLOHD 7KH¿QDOSLHFHRIWKHPXOWLVFUHHQPHGLDSX]]OHLVVHTXHQWLDOQRQ FRQWHQW)RUH[DPSOHWKLVFRXOGEHEURZVLQJIRUDLUOLQHWLFNHWV IRUDVLQJOHEUDQGWRFRQWDFWWKDWFRQVXPHU0DUNHWHUVZLOOWDSLQWR ´0HVKLQJµ!"#!#"$%&'()*+%#!%#(,*!+-!$%&'".&*!/*0"1*#!-+2!2*&('*/! ZHDOUHDG\NQRZWKDWRIÀDWSDQHO79VKRSSHUVZLOOFRQVXOW FRQVXPHUH[SHULHQFHDFURVVDOOWRXFKSRLQWV UHODWHGFRQWHQW7KHVDPHSHUVRQUHDGVQHZVRQWKHLUVPDUWSKRQH B##*##!'3*!$%&'";#12**)!$ transactions between consumers, but usually mediated through a business site. (C2B). Note that the C2C and C2B monikers are less widely used (e.g. Economist, 2000), but they do highlight significant differences between Internet-based commerce and earlier forms of commerce. Consumer-to-consumer interactions (also known as peer-to-peer or person- E- Commerce Business Models From: Supplier of content/service Business (organization) Consumer-to-Consumer (C2C) Business-to-Consumer (B2C) • • • • • • • • • • eBay Peer-to-Peer (Skype) Blogs and communities Product recommendations Social networks: MySpace, Bebo Government Government-to-Consumer (G2C) • National government Transactional: Amazon transactional: Tax – inland Relationship-building: BP re venue Brand-building: Unilever • National government information Media owner – News Corp Comparison intermediary: Kelkoo, • Local government services Pricerunner Consumer-to-Business (C2B) Business-to-Business (B2B) Government-to-Business (G2B) • Priceline • Consumer-feedback, communities or campaigns • Transactional: Euroffice • Relationship-building: BP • Media Owned: Emap business publications • B2B marketplaces: EC21 • Government services and transactions: tax • Legal regulations Consumer-to-Government (C2G) Business-to-Government (B2G) Government-to-Government (G2G) • Feedback to government through pressure group or individual sites • Feedback to government businesses and nongo vernmental organizations • Inter-government services • Exchange of information Figure 1.8  Consumer or citizen Business (organization) Government To: Consumer of content/service Consumer or citizen Summary and examples of transaction alternatives between businesses, consumers and governmental organizations B2B CRM Online Subscripción por Usuario Descuento x pago anual Encuestas Online Modelo Freemium Panel de Encuestados donación a caridad y payback!!! Suites de Software Colaborativo Administración de Proyectos Coordinación de Equipos Distantes Trial de 60 días Herramienta para monitoreo en tiempo real A nivel de Software!!! Modelo Freemium Permite medir performance C2C B2C subscription e-tailers subscription subscription subscription e-tailer e-tailer e-tailer Nadie tiene el éxito asegurado Del T...
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