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12 EC Social Networks Auctions Portals
12 EC Social Networks Auctions Portals
Alexander Nikov
Teaching Objectives
Explain the difference between a traditional social network
and an online social network.
Explain how a social network differs from a portal.
Describe the different types of social networks and online
communities and their business models.
Describe the major types of auctions, their benefits and
costs, and how they operate.
Explain when to use auctions in a business.
Recognize the potential for auction abuse and fraud.
Describe the major types of Internet portals.
Explain the business models of portals.
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Outline
1. Social Networks and Online Communities
2. Online Auctions
3. eCommerce Portals
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12-5
Searching
News
E-commerce services
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Practice networks:
Offer focused discussion groups, help, and knowledge related to
area of shared practice
May be profit or non-profit; rely on advertising or user donations
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Affinity communities:
Offer focused discussion and interaction with other people who share
same affinity (self or group identification)
Advertising and revenues from sales of products
Sponsored communities:
Created by government, non-profit, or for-profit organizations for
purpose of pursuing organizational goals
12-12
Profiles
Friends network
Network discovery
Favorites
Games, widgets,
apps
E-mail
Storage
Instant messaging
Message boards
Online polling
Chat
Discussion groups
Experts online
Membership
management tools
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Outline
1. Social Networks and Online Communities
2. Online Auctions
3. eCommerce Portals
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Online Auctions
Online auction sites among the most popular consumer-toconsumer sites on the Internet
eBay: market leader
Several hundred different auction sites in the United States
alone
Established portals and online retail sites increasingly are
adding auctions to their sites
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Utilization pricing
Personalization pricing
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Benefits of Auctions
Liquidity
Price discovery
Price transparency
Market efficiency
Lower transaction costs
Consumer aggregation
Network effects
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Watch lists
Proxy bidding
Equipment costs
Trust risks
Possible solutionrating systems
Fulfillment costs
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Market-Maker Benefits
No inventory
No fulfillment activities
No warehouses, shipping, or logistical facilities
Transaction fees
Listing fees
Financial services fees
Advertising or placement fees
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Types of Auctions
English auctions:
Types of Auctions
Name your own price auctions
Users specify what they are willing to pay for
goods or services and multiple providers bid
for their business
Prices do not descend and are fixed
Consumer offer is commitment to buy at
that price
e.g., Priceline
Enables sellers to unload unsold excess
capacity
12-28
Types of Auctions
Group buying auctions (demand aggregators)
Group buying of products at dynamically adjusted
discount prices based on high volume purchases
Two principles
Sellers more likely to offer discounts to buyers
purchasing in volume
Buyers increase their purchases as prices fall
Professional service auctions
e.g., Elance.com
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Auction Profits
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Outline
1. Social Networks and Online Communities
2. Online Auctions
3. eCommerce Portals
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eCommerce Portals
Most frequently visited sites on Web
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Types of Portals
General purpose portals:
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