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MAR 4933-001 E-Commerce Marketing   Summer 2003 E-Commerce: Marketing and Innovation Rich Gonzalez University of South Flo...
URLs <ul><li>wsj.com </li></ul><ul><li>ebay.com </li></ul><ul><li>pages.ebay.com/community/aboutebay/overview/index.html <...
Agenda  May 22, 2003 <ul><li>Marketing, Innovation and Technology </li></ul><ul><li>Online Video Game Industry </li></ul><...
Web Site/Biz Model Evaluation—Due June 24 <ul><li>1. Nielsen Framework   For Evaluation </li></ul><ul><li>2. Textbook Crit...
For Today: May 22 <ul><li>“ EBay to Launch Loyalty Program,” wsj.com, May 20, 2003, David Bank </li></ul><ul><li>“ Disney ...
For May 27 <ul><li>“ EBay Revenue, Profit Soar, Despite Tough Environment, April 23, 2003, Nick Wingfield </li></ul><ul><l...
Last Time: <ul><li>Class Exercise On Consumer Information (NYCDOH) </li></ul><ul><li>Jukebox Music: A Digital Product </li...
Kinds Of (Useful) Consumer Information <ul><li>Red Team </li></ul><ul><li>1. Hospital & Physician Info </li></ul><ul><li>2...
What Should Smart Marketers Do? <ul><li>Red Team </li></ul><ul><li>1. Develop surveys to establish importance rating </li>...
Stewart Brand: <ul><li>“ Information wants to be free.” </li></ul><ul><li>“ Information wants to be expensive.” </li></ul>
 
Videogame Industry: Developing a New “Product”  <ul><li>“ Video Giant Electronic Arts Links With Sony, Snubs Microsoft,” w...
Videogame Industry <ul><li>Competing royalty models </li></ul><ul><li>$27 Billion, Worldwide </li></ul><ul><li>$10 Billion...
Videogame Industry <ul><li>Electronic Arts—Profits High </li></ul><ul><li>Changing Business Scope </li></ul><ul><li>Exclus...
Takeaways of Video Game  <ul><li>Atoms to Bits (Box, Manual, CD) to Logon Only </li></ul><ul><li>Product to Service </li><...
Industry Model: Plan A <ul><li>Publishers </li></ul>Publishers Retailers Customers
Industry Model: Plan M <ul><li>Publishers </li></ul>Publishers Microsoft Customers
Industry Model: Plan S <ul><li>Publishers </li></ul>Publishers Sony Customers
Brands <ul><li>Electronic Arts </li></ul><ul><li>Sony </li></ul><ul><li>Playstation2 </li></ul><ul><li>Xbox </li></ul><ul>...
Objective Question Example <ul><li>In our discussion of the wsj.com article about Electronic Arts, a videogame manufacture...
 
For January 27 <ul><li>Chapter 8– The Market </li></ul><ul><li>Blown To Bits—p1-97 </li></ul><ul><li>Weekly Analysis Paper...
A Step Toward E-Commerce???
Nokia 9290  Features/Functions/Other <ul><li>Cell phone </li></ul><ul><li>Wireless Office </li></ul><ul><li>Wireless E-mai...
Nokia 9290  Features/Functions/Other <ul><li>8.6 ounces </li></ul><ul><li>The Brick </li></ul><ul><li>FTP Server </li></ul...
Nokia 9290   Uses/Benefits <ul><li>Accessibility </li></ul><ul><li>Time Saving </li></ul><ul><li>Reliability </li></ul><ul...
Bandwith: Consumer Context <ul><li>Dialup </li></ul><ul><li>ISDN </li></ul><ul><li>Cable </li></ul><ul><li>DSL </li></ul><...
A Step Toward E-Commerce?
 
A Major Trend--  802.11b Library COBA  <ul><li>www.acomp.usf.edu/wireless.html </li></ul>N
<ul><li>www.acomp.usf.edu/wireless.html </li></ul>
Business is going to change more in the next 10 years than it has in the past 50. William H. Gates III, 2000
Hewlett-Packard  <ul><li>E-Commerce Software </li></ul><ul><li>Brick & Mortar Stores </li></ul><ul><li>Standing Near Store...
EBay to Launch Loyalty Program” <ul><li>wsj.com, May 20, 2003, David Bank </li></ul><ul><li>What is important? </li></ul><...
eBay <ul><li>How’d it start? </li></ul><ul><li>What  is  eBay?  </li></ul><ul><li>Important Components: Mission Target Mar...
eBay Mission and Market <ul><li>To help practically anyone trade practically anything on earth.  </li></ul><ul><li>Market:...
PayPal <ul><li>What is it? </li></ul><ul><li>Why is it important? </li></ul><ul><li>Who are the customers? </li></ul><ul><...
Weekly Paper # 1 <ul><li>Subject: PayPal </li></ul><ul><li>Criteria: Business Model Technology Mission Target Market </li>...
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Marketing and Innovation

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Transcript of "Marketing and Innovation"

  1. 1. MAR 4933-001 E-Commerce Marketing Summer 2003 E-Commerce: Marketing and Innovation Rich Gonzalez University of South Florida May 22, 2003
  2. 2. URLs <ul><li>wsj.com </li></ul><ul><li>ebay.com </li></ul><ul><li>pages.ebay.com/community/aboutebay/overview/index.html </li></ul><ul><li>www.hammertap.com </li></ul><ul><li>www.acomp.usf.edu/wireless.html </li></ul>
  3. 3. Agenda May 22, 2003 <ul><li>Marketing, Innovation and Technology </li></ul><ul><li>Online Video Game Industry </li></ul><ul><li>Nokia 9290—Class Exercise </li></ul><ul><li>eBay </li></ul><ul><li>Usability--Preview </li></ul><ul><li>Due For May 26 </li></ul>
  4. 4. Web Site/Biz Model Evaluation—Due June 24 <ul><li>1. Nielsen Framework For Evaluation </li></ul><ul><li>2. Textbook Criteria For Business Model </li></ul><ul><li>We will cover all this in the next 4 weeks... </li></ul>
  5. 5. For Today: May 22 <ul><li>“ EBay to Launch Loyalty Program,” wsj.com, May 20, 2003, David Bank </li></ul><ul><li>“ Disney to Test Movie Technologies,” wsj.com, May 20, 2003, Associated Press </li></ul><ul><li>Nokia 9290 Inquiry </li></ul>
  6. 6. For May 27 <ul><li>“ EBay Revenue, Profit Soar, Despite Tough Environment, April 23, 2003, Nick Wingfield </li></ul><ul><li>Visit eBay Site and Learn About It </li></ul><ul><li>Weekly Analysis Paper # 1 (PayPal) </li></ul>
  7. 7. Last Time: <ul><li>Class Exercise On Consumer Information (NYCDOH) </li></ul><ul><li>Jukebox Music: A Digital Product </li></ul><ul><li>Encyclopedia Britannica </li></ul>
  8. 8. Kinds Of (Useful) Consumer Information <ul><li>Red Team </li></ul><ul><li>1. Hospital & Physician Info </li></ul><ul><li>2. Auto Mechanics </li></ul><ul><li>3. Grocery Stores </li></ul><ul><li>Blue Team </li></ul><ul><li>1. Doctors credentials, performance </li></ul><ul><li>2. Mfrs.—Child Labor Used </li></ul><ul><li>3. Driver Information </li></ul>In Class Exercise
  9. 9. What Should Smart Marketers Do? <ul><li>Red Team </li></ul><ul><li>1. Develop surveys to establish importance rating </li></ul><ul><li>2. Websites in auto mags, and online, JiffyLube </li></ul><ul><li>3. Coupons, inspection ratings </li></ul><ul><li>Blue Team </li></ul><ul><li>1. Partner with insurance companies--referrals </li></ul><ul><li>2. Add to Consumer Reports site </li></ul><ul><li>3. Should be a billboard or DMV </li></ul>In Class Exercise
  10. 10. Stewart Brand: <ul><li>“ Information wants to be free.” </li></ul><ul><li>“ Information wants to be expensive.” </li></ul>
  11. 12. Videogame Industry: Developing a New “Product” <ul><li>“ Video Giant Electronic Arts Links With Sony, Snubs Microsoft,” wsj.com, May 12, 2003, Robert A. Guth </li></ul><ul><li>Someone Told Microsoft, “NO!” </li></ul><ul><li>Who Plays Videogames? </li></ul>
  12. 13. Videogame Industry <ul><li>Competing royalty models </li></ul><ul><li>$27 Billion, Worldwide </li></ul><ul><li>$10 Billion, U.S. </li></ul><ul><li>Video game Addiction/Popularity </li></ul><ul><li>Loyalty </li></ul><ul><li>Accomplishment/Status </li></ul><ul><li>Target Market Can Be Expanded---”We’re building something big.” </li></ul>In Class Exercise
  13. 14. Videogame Industry <ul><li>Electronic Arts—Profits High </li></ul><ul><li>Changing Business Scope </li></ul><ul><li>Exclusivity, Non-exclusivity </li></ul><ul><li>Who Controls the Customer Relationships </li></ul><ul><li>EA: “MS Collects all the money, and they keep all the money!” </li></ul>In Class Exercise
  14. 15. Takeaways of Video Game <ul><li>Atoms to Bits (Box, Manual, CD) to Logon Only </li></ul><ul><li>Product to Service </li></ul><ul><li>$ Per/Product to $ Per/Period (Subscription Model) </li></ul><ul><li>“ Video Giant Electronic Arts Links With Sony, Snubs Microsoft,” wsj.com, May 12, 2003, Robert A. Guth </li></ul>
  15. 16. Industry Model: Plan A <ul><li>Publishers </li></ul>Publishers Retailers Customers
  16. 17. Industry Model: Plan M <ul><li>Publishers </li></ul>Publishers Microsoft Customers
  17. 18. Industry Model: Plan S <ul><li>Publishers </li></ul>Publishers Sony Customers
  18. 19. Brands <ul><li>Electronic Arts </li></ul><ul><li>Sony </li></ul><ul><li>Playstation2 </li></ul><ul><li>Xbox </li></ul><ul><li>Microsoft </li></ul><ul><li>Tiger Woods </li></ul><ul><li>PGA Tour </li></ul><ul><li>John Madden </li></ul><ul><li>NFL </li></ul><ul><li>Nintendo </li></ul><ul><li>Game Cube </li></ul><ul><li>Harry Potter </li></ul><ul><li>James Bond </li></ul><ul><li>Grand Theft Auto </li></ul>
  19. 20. Objective Question Example <ul><li>In our discussion of the wsj.com article about Electronic Arts, a videogame manufacturer, one of the big trends in e-commerce is to take a consumer product that people have been buying and transforming it to a service. One big benefit of this to the marketing company is that: </li></ul><ul><li>a) It is cheaper to produce services. b) Financing service business models is easier. c) Drucker believes services create customers. d) Pricing for services can be done on a subscription basis. e) Generally, customers like services more than products. </li></ul>
  20. 22. For January 27 <ul><li>Chapter 8– The Market </li></ul><ul><li>Blown To Bits—p1-97 </li></ul><ul><li>Weekly Analysis Paper # 1 </li></ul><ul><li>Purchase the WSJ Online-- 60 Day Demo—Do not start it up yet </li></ul>
  21. 23. A Step Toward E-Commerce???
  22. 24. Nokia 9290 Features/Functions/Other <ul><li>Cell phone </li></ul><ul><li>Wireless Office </li></ul><ul><li>Wireless E-mail </li></ul><ul><li>Full QWERTY kbd </li></ul><ul><li>A/V Transfer Cap. </li></ul><ul><li>HTML 3.2 Browser </li></ul><ul><li>10 hrs talk time </li></ul><ul><li>9 days standby </li></ul><ul><li>Conference calling 5 people </li></ul><ul><li>MS Windows Compatibility </li></ul><ul><li>Symbian OS </li></ul><ul><li>Flash/ Real Audio </li></ul><ul><li>4096 colors </li></ul><ul><li>PDA </li></ul>In Class Exercise
  23. 25. Nokia 9290 Features/Functions/Other <ul><li>8.6 ounces </li></ul><ul><li>The Brick </li></ul><ul><li>FTP Server </li></ul><ul><li>PowerPoint </li></ul><ul><li>IRA port </li></ul><ul><li>Games </li></ul><ul><li>Needs accessory Cables </li></ul><ul><li>56 MB of Memory </li></ul><ul><li>Expandable memory </li></ul><ul><li>Speakerphone </li></ul><ul><li>$399-599 </li></ul><ul><li>Speed 14.4 kb/s </li></ul>In Class Exercise
  24. 26. Nokia 9290 Uses/Benefits <ul><li>Accessibility </li></ul><ul><li>Time Saving </li></ul><ul><li>Reliability </li></ul><ul><li>Flexibility </li></ul>In Class Exercise
  25. 27. Bandwith: Consumer Context <ul><li>Dialup </li></ul><ul><li>ISDN </li></ul><ul><li>Cable </li></ul><ul><li>DSL </li></ul><ul><li>T1 </li></ul><ul><li>802.11b </li></ul><ul><li>3G </li></ul><ul><li>56 K </li></ul><ul><li>128 K </li></ul><ul><li>150 to 300 K </li></ul><ul><li>100 to 500 K </li></ul><ul><li>1400 K </li></ul><ul><li>300 to 500 K </li></ul><ul><li>144 K </li></ul>
  26. 28. A Step Toward E-Commerce?
  27. 30. A Major Trend-- 802.11b Library COBA <ul><li>www.acomp.usf.edu/wireless.html </li></ul>N
  28. 31. <ul><li>www.acomp.usf.edu/wireless.html </li></ul>
  29. 32. Business is going to change more in the next 10 years than it has in the past 50. William H. Gates III, 2000
  30. 33. Hewlett-Packard <ul><li>E-Commerce Software </li></ul><ul><li>Brick & Mortar Stores </li></ul><ul><li>Standing Near Store (Entrance) </li></ul><ul><li>Use PDA </li></ul><ul><li>Store Beams Information to User—Into Handheld </li></ul><ul><li>Also For Cell Phones </li></ul>
  31. 34. EBay to Launch Loyalty Program” <ul><li>wsj.com, May 20, 2003, David Bank </li></ul><ul><li>What is important? </li></ul><ul><li>Goal: Expand Customer Base </li></ul><ul><li>Marketing & Innovation? </li></ul>
  32. 35. eBay <ul><li>How’d it start? </li></ul><ul><li>What is eBay? </li></ul><ul><li>Important Components: Mission Target Market Information Feedback Community Inventory </li></ul><ul><li>16 minute Video Shown In Class </li></ul><ul><li>Discussion About What eBay *Is* </li></ul>
  33. 36. eBay Mission and Market <ul><li>To help practically anyone trade practically anything on earth. </li></ul><ul><li>Market: </li></ul><ul><li>http://pages. ebay .com/community/ aboutebay /overview/index.html </li></ul>
  34. 37. PayPal <ul><li>What is it? </li></ul><ul><li>Why is it important? </li></ul><ul><li>Who are the customers? </li></ul><ul><li>What are the effects? </li></ul><ul><li>Think of these questions when doing Paper # 1 </li></ul>
  35. 38. Weekly Paper # 1 <ul><li>Subject: PayPal </li></ul><ul><li>Criteria: Business Model Technology Mission Target Market </li></ul><ul><li>Length : 1.5 Pages </li></ul><ul><li>Cover sheet </li></ul><ul><li>Bolded Headings </li></ul><ul><li>Format As Described In Class Counts! </li></ul>
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