아마존은 인터넷 유통을 기반으로 성장한 기업입니다. 그런데 왜 킨들을 시작으로 태블릿 PC, 셋톱박스까지 만드는 것일까요? 이는 아마존의 업의 본질을 이해하지 못하면 이해하기 어려운 현상입니다. 이 강의에서는 아마존이 네트워크에서 가치를 창출하는 저쪽 세상의 기업이라는 사실에서 출발하여 아마존의 비즈니스 영역확장이 필연적일 수 밖에 없는 이유에 대해 살펴봅니다. * 이 슬라이드에서 아마존에 대한 기본적인 설명 부분은 "아마존에서 배우는 시장의 미래"와 일부 중복됩니다.

1. 아마존은 왜 하드웨어를 만드는가?
(Why Amazon Makes Hardware)
2014. 5. 23.
Prof. Sangkyu Rho
Graduate School of Business
Seoul National University

2. Amazon, Everything Store!
5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School 3

3. Amazon, Hardware?
5/26/14 4
2007
2011
2014
(CC BY-SA 3.0) Sangkyu Rho, SNU Business School

4. 이쪽 세상 vs. 저쪽 세상
5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School 5

5. 이쪽 세상 vs. 저쪽 세상
• Hardware vs. Software?
• Feature vs. Contents?
• Short Head vs. Longtail?
• Device vs. Network?
5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School 6

6. 이쪽 세상 vs. 저쪽 세상
• 100,000,000 = 1,000 X 100,000
• 100,000,000 = 10 X 10,000,000
5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School 7
http://organicmedialab.com/2013/03/21/how-to-make-money-in-smart-economy/

7. Amazon.com in Brief
• Founder & CEO: Jeff Bezos
• 1994년 설립
• 1995년 인터넷 서점으로 시작
• 1997년 IPO
• 2012년 현재 거래규모(GMV) 970억불*의 세계
최고의 인터넷 소매상 (Walmart 2012년 매출
4,469억불**)
8
* http://seekingalpha.com/article/942551-top-10-pick-amazon-financials-understate-growth
** http://www.nasdaq.com/symbol/wmt/revenue-eps
5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School

8. Amazon.com in 2013
• 매출: 745억불* (성장률 22%)
– Media : General Merchandise : Other = 29% : 66
% : 5%
– 오픈마켓거래 15%
• 영업이익: 7.45억불* (영업이익률 1%)
• 시가총액 1,694억불 (2014년 3월 현재)
• 종업원 109,800여명** (2013년말 기준, Part-ti
me 포함)
9
*http://phx.corporate-ir.net/phoenix.zhtml?c=97664&p=irol-newsArticle&ID=1895485&highlight=
**http://online.wsj.com/news/articles/SB10001424052702304753504579285133045398344
5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School

9. 11
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)
5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
Organic Media Lab, 2014
Amazon Web Service
Prime
Fire TV (14)

10. • Commerce
• Digital Contents
• Cloud Computing
Amazon’s Business
5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School 12

11. Amazon’s Mission
• To be Earth’s most customer-centric
company for four primary customer sets:
– consumers,
– sellers,
– enterprises, and
– content creators.
5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School 13

12. Amazon’s Strategy
• Low Prices
• Large Selection
• Convenience
5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School 14

13. How Amazon Makes Money
5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School 15
≈∞ × 0.000…1 = ?
http://organicmedialab.com/2013/03/21/how-to-make-money-in-smart-economy/

14. 5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School 16

15. Amazon as an Organic Network
5/26/14 23(CC BY-SA 3.0) Sangkyu Rho, SNU Business School

16. Amazon as an Organic Network
5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School 28

17. Why Amazon is an Organic Network?
판매자, 구매자, 협력자의 참여에 기반
5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School 29
http://organicmedialab.com/2013/07/05/why-amazon-is-social-media/

18. Amazon is a Social Network
30
Amazon
판매자(3rd Party Sellers)
Amazon Associates
독자/구매자
(Readers/Buyers)
출판사(Publishers)
저자(Authors)
5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
Amazon

19. Why Amazon is an Organic Network?
판매자, 구매자, 협력자의 매개를 통한 네트워크의 성장
5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School 31

20. Why Amazon is an Organic Network?
연결에 기반한 새로운 컨텍스트(연결의 가능성)의 제공
5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School 32

21. 5/26/14 33(CC BY-SA 3.0) Sangkyu Rho, SNU Business School

22. What Business is Amazon in?
• Retail Business?
• Contents Business?
• Connection Business?
5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School 34

23. 5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School 35
“We don’t make money
when we sell things.
We make money
when we help customers
make purchase decisions.”
– Jeff Bezos –

24. Connection Business Strategy
Retail Business
(Mass Media)
Connection Business
(Social Media)
대상
대중(소비자)
개인(생산자/판매자/소비자)
과정
모으다
참여하다
목표
팔다
연결하다
5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School 36

25. Why Hardware?
5/26/14 37
2007
2011
2014
(CC BY-SA 3.0) Sangkyu Rho, SNU Business School

26. Anything can be connected!
5/26/14 38
http://edition.cnn.com/2013/05/02/travel/london-city-airport-internet-of-thing
s/
http://www.timothyjwelsh.com/courses/12sa220/2012/04/
10/adhd-attention-deficit-hypertext-defence/
(CC BY-SA 3.0) Sangkyu Rho, SNU Business School

27. Convergence of Everything
• Device
– TV, PC, Phone, Tablet, …
• Contents
– Music, Movie, Game, News, …
• Industry
– Telco, Cable, Internet, ….
• Society
– Social, Economic, Cultural, …
5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School 39

28. Extension of Amazon Network
5/26/14 40(CC BY-SA 3.0) Sangkyu Rho, SNU Business School

29. Competitive Landscape (Before)
5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School 41
NetworkDevice
SW
HW

30. Competitive Landscape (Now)
5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School 42
NetworkDevice
SW
HW

31. How They Make Money
What they sell
What they give away
Amazon Contents/Products HW (Kindle, Fire, Fire TV)
Google Advertising
Contents, SW (Android),
HW (Nexus)
Apple HW (iPhone, iPad) Contents, SW (iOS)
Microsoft SW (Windows, Office) ?
Samsung HW (Galaxy, Galaxy Tab) ?
5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School 43

32. Amazon is Eating the World!
• Where is the value?
– Device vs. Networks
• Are there any limits in Amazon’s reach?
– Online World vs. Physical World
– Commerce vs. Contents
– Software vs. Hardware
5/26/14 44(CC BY-SA 3.0) Sangkyu Rho, SNU Business School

33. Recommended Readings
• 노상규, “연결된 시장과 스마트 경제,”
http://organicmedialab.com/2013/01/21/connected-
marketplace/
• 노상규, “스마트 경제의 3가지 측면,”
http://organicmedialab.com/2013/01/30/3-dimension
s-of-smart-economy/
• 노상규, “스마트 경제에서는 어떻게 돈을 버는가?,”
http://organicmedialab.com/2013/03/21/how-to-mak
e-money-in-smart-economy/
• 윤지영, “왜 아마존은 소셜 미디어인가?,”
http://organicmedialab.com/2013/07/05/why-amazon
-is-social-media/
5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School 49

34. 50
Additional Readings
• 노상규, 스마트 경제와 네트워크 비즈니스,
http://networkbusiness.pressbooks.com, 2014.
• 윤지영, 오가닉 미디어, 21세기북스, 2014
http://organicmedia.pressbooks.com, 2013
• Brad Stone, The Everything Store: Jeff Bezos a
nd the Age of Amazon, Transworld Digital, 20
13.
5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School

35. Any Questions?
srho@snu.ac.kr
www.organicmedialab.com
Facebook: sangkyu.rho
Twitter: @srho77