네트워크 기반으로 시장의 질서가 재편되자 사업자의 역할도 달라지고 있다. 제품을 전달하고 서비스를 제공/공급하는 역할은 우선순위에서 밀려났다. 이 관점으로는 더 이상 비즈니스를 유지하기 어려워졌다. 그렇다면 연결이 지배하는 세상에서 사업자는 누구인가? 사업자를 어떻게 정의할 것인가? 아마존 사례는 이 본질적 질문에 답하고 있다.

1. Redefining Business in the
Connected World (Amazon Case)
May 30. 2014
Dr.Agnès JiyoungYUN
Founder & CEO
Organic Media Lab, Inc.

2. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
Who’s AgnèsYun(윤지영)?
• Université Paris Descartes (Sorbonne)
• Sociologie de la Communication
• Keywords: Media, Network, Identity
• SK Communications, Start-up, SNS
• Organic Media Lab
사람들을

3. 움직이는

4. 미디어의

5. 매력에

6. 빠져

7. 프랑스로

8. 유학을

9. 떠났다.

10. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
Organic Media Lab, 2013!
[Friends)Network])
!!
Searchers!
Search!
Publishers!
Organic Media Lab, 2013!
[Match!Making!Network!(Google)]!
!!
!!
!!
!!
Domination of Networks

11. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
24H Connected Users
http://edition.cnn.com/2013/05/02/travel/london-city-airport-internet-of-things/

12. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
사용자의 매개에 기반한다
매개가 네트워크를 만든다
진화하는 유기체다
Organic Media
연결이 지배하는 미디어 세상

13. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
Gang of four by Eric Schimidt
* http://techcrunch.com/2011/05/31/schmidt-gang-four-google-apple-amazon-facebook

14. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
Amazon.com in Brief
•Founder CEO: Jeff Bezos
•1994년 설립
•1995년 인터넷 서점으로 시작
•1997년 IPO
•2012년 현재 거래규모(GMV) 970억불*의 세계 최고의 인
터넷 소매상 (Walmart 2012년 매출 4,469억불**)
•시가총액 1,694억불 (2014년 3월 현재)
•종업원 109,800여명** (2013년말 기준, Part-time 포함)

15. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
History of Amazon
0.02 0.15 0.6 1.6 2.8 3.1 3.9 5.3
6.9
8.5
10.7
14.8
19.2
24.5
34.2
48.1
61.1
74.5
0
10
20
30
40
50
60
70
80
96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13
(Revenue in $B)
Marketplace
Web Service
(Commerce)
Auctions
zShops
Fulfillment by Amazon
Associates
Same Day
Delivery (09)
Kindle
Kindle Fire
Amazon
Fresh (07)
Organic Media Lab, 2014!
Amazon Web Service
Prime
Fire TV (14)

16. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
Amazon’s Business
• Commerce
• Digital Contents
• Cloud Computing
Amazon’s Business

17. Amazon as Organic
Media

18. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
http://organicmedialab.com/2013/01/21/connected-marketplace/

19. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
아마존은 네트워크다
아마존의 판매자, 구매자, 제품 등의 네트워크
Seller!
!! Sell!
Review!
Organic Media Lab, 2013!
Me!
You!
Purchase!

20. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
1. 판매자(Seller)의 참여

21. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
http://www.slate.com/blogs/future_tense/2013/10/25/amazon_earnings_jeff_bezos_is_like_king_midas_in_reverse_chart.html
User = Participant = Mediator

22. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
2. 구매자(Buyer)의 참여

23. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
3. 협력자(Associate)의 참여

24. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
아마존 네트워크는 유기적이다
Seller!
!! Sell!
Review!
Organic Media Lab, 2013!
Me!
You!
Purchase!
Seller!
!! Sell!
Review!
Orga
Me!
You!
Purchase!
Mediate

25. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
매개의 유형: Creation
창조(Creation)

26. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
재창조(Re-Creation)
매개의 유형: Re-Creation

27. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
복제(Replication)
매개의 유형: Replication

28. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
소비(Consumption)
매개의 유형: Consumption

29. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
Customers who viewed
this item also viewed
매개의 유형: Consumption

30. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
Mediation Network
!!
Review!
!!
Vote!!
Read!
Seller%
!!
Product!A! Sell!
Purchase!
Purchase!
Recommend!
Organic Media Lab, 2013!
Me%
You%
Product!B!
Domain!of!Amazon!
!!
Post!
Associate%
Purchase!
판매자, 구매자, 협력자의 매개를 통한 진화

31. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
User Network
Organic Media Lab, 2013!
User%Network%of%Amazon%
A
7%
1% 2%
D
F%
9%
E%
4%
10%
5%
B
6% C
3%
!% !%
!% !%

32. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
Content Network
Organic Media Lab, 2013!
ContentNetworkofAmazon
A
7
1 2
F
9
E
4
10
5
B
6
3
C
D

33. Redefined Business

34. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
What Business is Amazon in?
• Retail Business?!
• Connection Business?!

35. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
What is Connection Business?
연결을 통해 가치를 만드는,
연결이 되면 될수록 사업자의 가치
(네트워크)가 커지는,
연결을 도와주는/관계를 만드는 도구
와 환경을 제공하는 비즈니스

36. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
관계를 만드는 모든 매개체(도구와 환경)=
미디어 오가닉 미디어: 연결이 지배하는 미디어 세상, 2014, p.5
사용자가 매개를 잘 할 수 있도록 콘텐츠,
컨테이너, 컨텍스트를 제공하는 비즈니스 =
미디어 비즈니스
Connection Business is
Media Business

37. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
3 Components of Media
Context
Container
Content

38. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
Content

39. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
Container

40. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
Context

41. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
Amazon as Media
Business
• Container Business: , Kindle, Product
Input page, etc.
• Content Business: Products, Reviews, etc.
• Context Business: Seamless
Recommendation

42. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
Media Business
Perspective
• Speaker vs. Listener
• Seller vs. Mediator
• Customer as Buyer vs. Mediator
• Make Money vs. Grow Network

43. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
Recommended Readings
•윤지영, 오가닉 미디어: 연결이 지배하는 미디어 세상,
21세기북스, 2014
http://organicmedia.pressbooks.com
!
•노상규, 스마트 경제와 네트워크 비즈니스, 2014.
http://networkbusiness.pressbooks.com

44. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
Any Questions?!
yun@organicmedialab.com!
www.organicmedialab.com !
Facebook: yun.agnes!
Twitter: @agnesyun!
!