Het online brengen van een webshop is niet meer voldoende voor het creëren van onderscheidend vermogen. Een lage prijs bieden is ook niet meer genoeg en iedereen maakt gebruikt van dezelfde logistieke providers. Naast een uniek assortiment, verschuift de aandacht naar een menselijker en overtuigender koopervaring door integratie van sociale media, multimedia, award logos, duurzaamheidsbeoordelingen, achtergrondinformatie bij producten en andere conversieverbeteraars. Maar hoe realiseer je een relevant product/dienstenaanbod binnen Facebook? Met o.a. de best practice bol.com geeft Info.nl inzicht in de kracht van het social ecosysteem Facebook.

1. Millennium Depression Preludes
Globalizing, Digitizing Economy
Martijn J Hoogeveen PhD
“Naar een Overtuigende Koopervaring”
(WWVD, 23 januari 2013)

2. Martijn J Hoogeveen
• PhD multimedia marketing 1994
• “Het Net”, 1st free access infrastructure KPN 1996
• Professor multimedia/ecommerce Open University Netherlands, 1998-2004
• “TakeitNow”, 1st computer etailer, January 1999
• “Iceshop”, 1st webshop Application Service Provider, 2000
• Co-founder “Thuiswinkel.org”, NL/EU homeshopping organization, 2000
• “Icecat” started as local competitor of Cnet, 2001
• Participation in chain of CIS marketing agencies Publicis, 2002
• “Open Icecat”, No1 global open content catalog, January 2006
• Takeitnow sold & buying Vivendo, Sanoma/Kieskeurig Content Pro, 2008-2012
Only focus on what you Love & Believe in

3. The Power of Social Media
We are All Journalists

4. Development of Ecommerce 1995 – 2013 in Four Windows of
Opportunity
Brand value management window
Ecommerce content window
Ecommerce ASP window of opportunity
1000’en
(lokale)
niches
Etailer window of opportunity
1995 1999 2006 2013
Only Focus on what’s BIG & Disruptive

5. Ecommerce Business Development: Seven Lessons Learned
1. Cash in on Early Mover Advantages (temporary uniqueness)
2. Focus on Unique positions in a value chain and device USPs.
3. Timely divest when the Window of Opportunity is closing and you’re not No 1.
4. Negotiate the Exit at the Start: Tag along/Drag Along!
5. Focus on Big: differentiate Local from Worldwide opportunities
6. Use “open” source/content strategies to apply scourge earth tactics
7. Ignore the cycles of the general economy, as ebusiness is a long cycle
(Kondratiev)

6. Ebusiness is a Long Kondratiev Cycle (50 years or so)
• It’s a Marathon Not a Sprint
• It’s about Transforming the economy into a Digital Global Economy
• Its Creative Destruction ruins complete Business Chains
• A Depression is sign of Rationalization before new Wealth is created
• Economic pictures are blurred as many cycles interact with each other
What do You Think You Contribute to This?

7. Internet is our infrastructure. More users in
Asia than in Europe and NA combined.
We have become One World, One Global Economy

8. The Business Rules are Distinct in the Digital
World: “Open” (Free) wins from “Closed”
Publishers are Shell-shocked about their Property Rights

9. Free “Open” Community stuff… Is this a Kind of
Neo-Marxism?
No – Erst das Fressen, dann
die Moral
Still, No Free Ride in the Physical
World of Scarcity (Time, Space
and Materials)
Yes – Ideas are Free
Richard Great Free Content, Sources and
Stallman,
GNU-project, Communication Services in
free software- Cyberspace (the biggest copier in
activist
the world). Open Hardware
projects in infancy.
When the Cost of a Download Approaches Zero

10. #1 Open Catalog: Global, Fast-
Growth, Disruptive
From a Closed Catalog to an Open Catalog
to a Sustainable Catalog

11. Icecat: Meeting the Needs of Etailers
• Product IDs: MPN, GTIN
(EAN/UPC), Model, Category,
Family, Series
• Basic data: Original marketing text,
Standard specs, Summaries,
Searchables, Feature descriptions
• Product images: Thumbnails, Hi-
res/Low-res, unlimited galleries
• Multimedia: Video, Animation, 360o
• Digital docs: PDF leaflets, Manuals,
Warranty
• Relations: Alternatives, Options,
Compatibility
• Product reviews
• Feature Logos, incl Sustainability
Ratings
• Market Data: Release date,
Popularity, Stock, Offers, Pricing, Example data sheet with marketing text, pictures,
feature logo (EnergyStar),
Distributors, Countries PDFs, specs, X-sell and Up-sell
Etailers Expect this for Free from Brands

12. Icecat: Why Free Product Content Works
Internet is buyer orientation medium no 1,
and it's users love open solutions.
Excellent quality product content is key
to online success for channel partners and brands
Free product content is better used
and thus generates more market intelligence
A brand’s channel partners expect
high-quality product content for free

13. Today, Online Buyer Orientation is what Drives Business
Forrester research:
89% of online
shoppers do visit
store/retailer website
during the purchase
decision making
process to look for
product information
Brands Shift Marketing Budgets to Online

14. Open Model Icecat works: 2012 Shows Again
Rapid Expansion Open Icecat Usage
Development # of Open ICEcat Brands Direct Registrations Continue to Grow
350 (Sponsors)
25000
300
250 20000
Introduction
Free
200 OpenICEcat
15000
150
10000
100
50 5000
0
Jan 2005 Jan 2006 Jan 2007 Jan 2008 Jan 2009 Jan 2010 Jan 2011 Jan 2012 0
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Growth to 30K registered sites and 330 Sponsoring
Brands in 2012

15. Online Icecat Channel Continues to Grow Fast Despite
Depression or Does it Exemplify an Underlying Cause?
Yearly Number of Data-Sheet Downloads (in Mio)
2500
2000
1500
1000
500
0
2004 2005 2006 2007 2008 2009 2010 2011 2012
Icecat strengthens its Position as Worldwide Market Leader.
Prognosis 2012: 2 Billion Data-Sheet Downloads =~34 Bio Views!

16. USPs of Open Icecat
• Open Icecat has the largest worldwide footprint, in terms of downloads by thousands of
active users in 40+ countries (in 35 world languages), expanding ~50% annually
• Open Icecat has a powerful, unique Open Content model that is embraced by 300+
leading Brands, and at the same time allows for controlled publishing of key assets
• Active users of Open Icecat not only focuses on webshops, but also on leading
comparison sites, distributors, application service providers, product rating agencies...
• The active users of Icecat range from the very big (Amazon, Buy.com, Ingram Micro) to
the very small
• Open Icecat is a full service provider for channel partners: providing XML data, web pages
(URL), lead generation, easy ecommerce solutions incl. Webshops.
• Open Icecat offers marketing intelligence to manufacturers on end-user online buying
orientation, stock, sales-out and channel trends
• Open Icecat is the Industry Standard for product content.
A Service Needs at Least one Real USP

17. No1 online channel: 20.000+ Open icecat users.
US and Asia quickest expanding.
Icecat Users per Region
NORDICS
4%
ASIA & ROW
7%
40%+ annual growth in channel partners. US & AMERICAS
9%
Viral drivers:
W EUROPE
• Open icecat is the leading source for product CIS/CEE
47%
content (word-of-mouth, media) 11%
• 500+ Cloud platforms integrated Open
Icecat in their channel services
• Manufacturers refer resellers to Open Icecat
• Distributors promote Open Icecat
S EUROPE
22%
Challenge: Stay on Top of the Wave in Asia
and Win the US

18. Viral Driver: easy Use via 500+ Standard Platforms
500+ Different User Platforms Connected to Icecat XML!!!!
ASP.NET
MySQL-based (+Php/Perl/Java/..)
Magento Commerce
osCommerce
PrestaShop
Custom/Inhouse development
Joomla/Virtuemart
Quotewerks
MS SQL Server
Batavi
opencart
php
Java
Zen Cart
xt:Commerce
xtcModified
c-entron
CS-Cart
No Viral Drivers, No Success as Startup

19. Trusted Green Logos Drive Conversion

20. Green Matters: EnergyStar Rated Products 33% More Popular
(Q3 2012)
EnergyStar Rated products have on average 33% more downloads
(n=5059 products sampled)
450
400
350
300
Average DDs per product
250
200
150
100
50
0
EnergyStar=Yes EnergyStar=No
EnergyStar is a Reknown, Trusted Logo

21. Quality Matters: Trusted Reviews & Product Tests Drive Conversion
Independent Editor’s Choice is Key

22. Think Open, Think Green, Think Trust
Dank u voor uw aandacht!
Martijn J Hoogeveen PhD
“Naar een Overtuigende Koopervaring”
(WWVD, 23 januari 2013)