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Pertemuan 1 E-Business
Pertemuan 1 E-Business
Pertemuan 1 E-Business
Introduction
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E- Business, Ninth Edition 3
Revenue Models
• Web business revenue-generating models
– Web catalog
– Digital content
– Advertising-supported
– Advertising-subscription mixed
– Fee-based
• Can work for both sale types
– Business-to-consumer (B2C)
– Business-to-business (B2B)
• Can use same revenue model for both types of sales
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FIGURE 4-1 Combining marketing channels: Two retailer examples
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Web Catalog Revenue Models (cont’d.)
• Books
– Most visible electronic commerce examples
– Amazon.com Web-only retailer originally sold
books
• Evolved into general retailer
– Barnes & Noble, Blackwell’s, Books-A-Million,
Powell’s Books
• All adopted Web catalog revenue model
• Luxury goods
– Difficult to sell online
• Customers want to see product in person or touch
– Vera Wang and Versace
• Web sites provide information
• Shopper purchases at physical store
• Heavy use of graphics and animation
– Evian Web site
• Presents information in a visually stunning way
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Web Catalog Revenue Models (cont’d.)
• Flowers and gifts (gift retailers)
– 1-800-Flowers
• Online extension to successful telephone business
• Competes with online-only florists
– Godiva offers business gift plans
– Hickory Farms and Mrs. Fields Cookies
• Offer familiar name brands on the Web
– Harry and David
• Original Web site for informational purposes
• Promoted catalog business and added online ordering feature
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Advertising-Subscription Mixed Revenue
Models (cont’d.)
• ESPN
– Leverages brand name from cable television business
– Sells advertising, offers free information
– Mixed model includes advertising and subscription
revenue (collects Insider subscriber revenue)
• Consumers Union (ConsumerReports.org)
– Purely a subscription-supported site
– Not-for-profit organization with no advertising
– Free information
• Attracts subscribers and fulfills mission
• Travel
– Travel agency revenue model: receive fee for
facilitating a transaction
• Travel agent adds information consolidation and
filtering value
– Computers also good at information consolidation
and filtering
• Travel agents have long used networked computers:
Sabre Travel Network
– Internet provided a new way to do business online
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Fee-for-Transaction Revenue Models (cont’d.)
• Travel (cont’d.)
– Web-based travel agencies were new entrants
• Examples: Travelocity, Expedia, Hotels.com, Hotel
Discount Reservations, Orbitz
• Generate advertising revenue from ads placed on travel
information pages
– Traditional travel agents: squeezed out
• Surviving agencies charge a flat fee
– Smaller travel agents specialize (cruises, hotels)
• May use a reintermediation strategy (WaveHunters.com)
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FIGURE 4-4 Orbitz home page
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Fee-for-Transaction Revenue Models
(cont’d.)
• Insurance brokers
– Quotesmith offered Internet policy price quotes directly
to public (1996)
• Independent insurance agents: disintermediated
– Insurance policy information, comparisons, sales sites
• InsWeb, Answer Financial, Insurance.com
– Progressive Web site
• Provides quotes for competitors’ products too
– The General (General Automobile Insurance Services)
Web site
• Offers comfortable, anonymous experience
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Fee-for-Transaction Revenue Models
(cont’d.)
• Online music (cont’d.)
– Some stores sold audio in a generally compatible
file format with no copying restrictions
• Mondomix MP3 and Smithsonian Folkways
• Music not produced by major recording companies
– Solutions
• Adopt one standard file format, no copying restrictions,
DRM-free MP3 format (Amazon in 2007)
– By 2012: 80 percent of all music will be sold online
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Fee-for-Transaction Revenue Models
(cont’d.)
• Online video
– Issues hampering prior sales
• Large file size
• Fear of online sales impairing other sales types
• Inability to play on variety of devices
– Overcoming the issues
• New technologies improving delivery
• Companies incorporating online distribution into revenue
strategy
• Delivery allowed on multiple devices
– Through standard Web browser
• Professional services
– Limited Web use
• State laws prohibit extension of practice
• Patients may set appointments, receive online consultation
– Major concern
• Patient privacy
– Law on the Web site
• Legal consultations to United Kingdom residents
– Martindale.com
• Online version of Martindale-Hubbell lawyer directory
• Slate magazine
– Upscale news and current events
• Success expectations were high
– Experienced writers and editors
– Acclaim for incisive reporting and excellent writing
• Initial revenue source
– Annual subscription did not cover operating costs
• Now an advertising-supported site
– Part of the Bing portal
• Value to Microsoft: increase the portal’s stickiness