For SiteModel Evaluation

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For Site/Model Evaluation

• Today Please peruse Nielsen Tahir book
  Homepage Usability
• Make a selection of a site if you wish
• We still have 3 weeks before you will have enough
  evaluation criteria for the business model and
  the web site

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MAR 6936-902

• E-Commerce Marketing
• Fall 2002Tampa--MBA
• Blown To Bits II
• Rich Gonzalez
• October 3, 2002 (Week 6)

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URLs

• wsj.com
• tablet PCwww.eweek.com/article2/0,3959,562642,00
  .asp
• http//www.cnn.com/2002/TECH/ptech/10/01/bc.gettin
  gunwired.ap/index.html
• www.pressplay.com/theservice.html
• http//www.fastcompany.com/online/60/monopolist.ht
  ml

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Agenda October 3, 2002

• Paper Magazines
• PC Tablet--Magazines
• WSJ Online
• Routine (Hot) Innovations
• Due For October 10
• Blown To BitsDiscussion
• Music Industry

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Fortune

• "MP3s Are Big Music's Savior Not Slayer," p44,
  September 16, 2002   
• "Where Are They Now?," p154 September 16, 2002
•    

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BusinessWeek

• "Laws To Can Spam," p100, October 7, 2002-- 2
  --------Hold For Later --------
•    

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PC Tablet

• Innovation
• Wireless
• Handwriting Recognition
• Convertible
• www.winsupersite.com/showcase/tabletpc_preview.asp

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PC Tablet

• www.eweek.com/article2/0,3959,562642,00.asp
• Microsoft ePeriodicals
• Acer
• H-P
• 2,200

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Stewart Brand

• Information wants to be free.
• Information wants to be expensive.

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CNN.net/Technology, 10/1/02

• Wireless technology spurs innovations
• Vending future? Heat raises soda price

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E-CommerceChanges

• SAN DIEGO (AP) -- How strange. The price of sodas
  in that amusement park vending machine rises with
  the temperature. In the blazing midday sun, they
  cost double what the machine demands on a cool
  cloudy evening. While such radio-controlled price
  manipulation may just be hypothetical, the
  technology isn't. As wireless data networks
  spread the Internet, previously dumb machines are
  being connected and endowed with intelligence
  while portable communications devices are getting
  smarter. Proponents haven't yet agreed on an
  adjective for the dawning new era in computing
  Pervasive. Ubiquitous. Continuous. Persistent.
  It's a piece down the road, this unwired world.
  Three to five years is the consensus among
  industry analysts
• But there's no shortage of good ideas percolating
  -- the soda machine scenario was one, posited by
  an IBM executive...
• www.cnn.com/2002/TECH/ptech/10/01/bc.gettingunwire
  d.ap/index.html

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Information Product

• Shazam

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For Today October 3

• Blown to Bitsp.169 229Deconstructing Supply
  Chains and the Organization
• Analysis Paper 2

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For Today

• WSJ Online
• 1. Create a profile of topics
• 2. Read the E-Commerce Special Section

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New Economics of Information

• The evolving and advancing technologies for
  sharing and using information to
• Transform business
• Industry
• Competitive Advantage
• Britannica Example...
• ...is generalizable

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For October 10

• Analysis Paper 3
• Chapter 5Business Models
• WSJ Online Find any article relating to a
  subject about e-commerce and post a comment or
  opinion to the listserv (mention the article
  title)
• BusinessWeek Fortune

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Weekly Analysis Paper 2

• Subject Blown To Bits
• Length 1.5 Pages -------125 points
• Due October 3
• Subjects (use bolded headings)1. Competing on
  Reach2. Competing on Richness 3.
  Deconstructing4. You Pick One Topic from the
  E-Commerce Special Report on WSJ Online---i.e.,
  Bots, that relate to anything in Blown to Bits
  Ch. 6-10

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Competing on Richness

• Richness by customer or product
• Flow of rich info within firm
• Possibility to customize product
• New technos, new capabilitiesfocused
  communications to customersNOT SPAM
• Distinction brand as belief and experience.
  Richness of experience defeats reach.

In Class Exercise
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Competing on Reach

• Critical mass as a precondition for value
  creation
• Without navigation-too many choices, customers
  will choose leading brand
• To reach more peoplewebsites can make commercial
  agreements with search engines
• Benefit of reach is more on customer sidehe can
  be exposed to more info
• Companies may benefit by getting more reach in
  lieu of profitsfor long term

In Class Exercise
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Deconstruction

• Open Standards are powerful in driving
• Is inevitablemanagers should do it to themselves
  before someone else does it to them
• Tradeoff between richness and reachbut can add
  both at the same time

In Class Exercise
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Your Topics

• Peer to Peer file sharing
• Bots
• Feedback on eBay
• Trust of Online Sites
• MGM Casino Online
• AOL Shopping Services
• Whats in Store

In Class Exercise
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Customer Orientation

• A philosophy incorporating the marketing concept
  that emphasizes first identifying unmet needs,
  then satisfying them.
• Marketing Mantra
• Know your customer(s).

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Customer Decision Process

• Origination (Recognize Problem)
• Information Gathering
• Evaluation
• Purchase Decision
• Post-purchase Results

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Strategic Competitive Advantage--Porter

• A competitive advantage is a super strength of a
  company, relative to competitors, that provides a
  distinctive value proposition to consumers, and
  is significantly valued by those consumers.
• It is sustainable.

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Strategy

• The essence of strategy is choosing to perform
  activities differently than rivals do.
• Must be flexible to respond rapidly to
  competitive and market changes. Michael E.
  Porter
• What Is Strategy?, Nov-Dec 1996, HBR

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MP3s Fortune Article

• Read In Class, then
• Class Discussion
• Whats going on?
• Whats important?
• What is Forrester saying?

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MP3s Fortune Article

• Class Discussion
• www.riaa.com
• U.S. Music Industry14 B (2001)
• 28,000 CDs , (7,000 by Big 5)
• 5 Big Companies

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Pressplay 2.0

• Sony and Universal Music
• Download SongsUnlimited
• Wider Assortment of Music
• Create Compilations Of YOUR Selections
• Copy Music To Portable Devices
• Legal
• www.pressplay.com/theservice.html

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Competitors

• Kazaa
• Morpheus
• Grokster
• Napster???

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SummaryPeer To Peer File Transfers

• Sharing
• Fun
• Control
• Breaking Laws

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(No Transcript)
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• Start here on Oct 3

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Seth Godin?

• Rupert Murdoch, Sumner Redstone, Michael
  Eisner...
• http//www.fastcompany.com/online/60/monopolist.ht
  ml

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Weekly Analysis Paper 3

• Subject Memo to Messrs. Murdoch, Eisner,
  Redstone, et al.
• Requirements (use bolded headings)
• A. Seth, I agree. Youve made a brilliant case. I
  see it now. Heres what we will do...
• B. Seth, you are a pathetic ignoramus. Your
  position is totally erroneous. This is why...

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Weekly Analysis Paper 3

• Bolded Headings
• Length 1.5 Pages
• Single Spaced
• Cover Sheet stapled
• No Folders
• Points 125
• Due October 10

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End Here