ch10eComm - eCommerce: Digital markets, Digital goods The...

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Unformatted text preview: eCommerce: Digital markets, Digital goods The new frontier of business Major League Baseball • Hit a home run with information systems – MLB • Operate 2 top baseball leagues in north America – National league – American league • Big business – Tickets – Television broadcast – Find sources to pay for stadiums and teams • Promote and grow its business – Business challenges • Top players’ salary • Fans watch games – On TV – Rather attending in persons • Some teams fill the stadium – Most of half full or less – Publicize games • Traditional – Newspaper, television, radio • New way – Internet, IT » Broadcast offer to fans’ cell phone » Purchase ticket via cell phone bar code transmitted to cell phone accepted at the gate – MLB.com • Check game scores • Purchase game tickets • Shop for caps …. • Post opinions • Play “fantasy teams” • Streaming videos of games – 800,000 pay 79.95 per year – Working with SAS Inc. • Collect and analyze its customer data – The most popular parts of websites – Ball games watched or downloaded – Online games played – Team merchandise bought – Leverage streaming technology to other business • Major league soccer, entertainer Jimmy Buffet • eCommerce – New channels for reaching customers • Compete with other forms of entertainment – New digital products and service – New marketing tools 10.1 eCommerce and the Internet 10.2 eCommerce 10.3 mCommerce 10.4 Electronic commerce payment systems 10.1 eCommerce & Internet • eCommerce – The use of the Internet and the Web to transact business • Digitally enabled commercial transactions • Exchange of values – First eCommerce • 1995, Netscape.com accept first Ads • The “dot-com” bubble – 2001, burst • A large number of company failed • Some results still positive – Amazon – eBay – Google – eCommerce outlook is positive • Online consumer sales will still increase in 2007 • The number of individual online will expand • On the average day, – 140 million send email – 5 million write on their blogs • The number of people who have purchased something expand • B2B eCommerce will continue to expand • Why eCommerce is different – Unique features of the Internet & Web • Ubiquity – Traditional commerce » Marketplace is a physical place bookstore, classroom – eCommerce » Everywhere beyond traditional boundaries » any time – Customers’ viewpoint » Reduce transaction cost no need to spend money and time to reach market less mental efforts for purchasing • Global reach – Cross cultural and national boundaries » Conveniently » Cost effectively – Potential market size • Richness – The complexity and content of a message » Traditional sale rep Great richness personal, face-to-face service • Universal standards – Internet standard » Shared by all nations » Regardless of the technology platform – Lower market entry cost – Reduce search cost • Interactivity – Allow two-way communication – Similar to face-to-face experience •...
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This note was uploaded on 09/24/2009 for the course CSIS 2500 taught by Professor Parvaz during the Spring '08 term at Langara.

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ch10eComm - eCommerce: Digital markets, Digital goods The...

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