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Electronic Commerce 10th Edition

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Learning ObjectivesIn this chapter, you will learn about:Revenue modelsHow some companies move from one revenue model to another to achieve successRevenue strategy issues that companies face when selling on the WebCreating

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Слайд 1Electronic Commerce 10th Edition
Chapter 4 E-Business Revenue Models
Electronic Business, 10th Edition

Electronic Commerce 10th EditionChapter 4 E-Business Revenue ModelsElectronic Business, 10th Edition

Слайд 2Learning Objectives
In this chapter, you will learn about:
Revenue models
How some

companies move from one revenue model to another to achieve

success
Revenue strategy issues that companies face when selling on the Web
Creating an effective business presence on the Web
Web site usability
Communicating effectively with customers on the Web

Electronic Business, 10th Edition

Learning ObjectivesIn this chapter, you will learn about:Revenue modelsHow some companies move from one revenue model to

Слайд 3Revenue 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 work with one Web

site, separate sites, or separate pages

Electronic Business, 10th Edition

Revenue ModelsWeb business revenue generating modelsWeb catalogDigital contentAdvertising-supportedAdvertising-subscription mixedFee-basedCan work for both sale typesBusiness-to-consumer (B2C)Business-to-business (B2B)Can work

Слайд 4Web Catalog Revenue Models
Adapted from traditional catalog-based model
Seller established brand

image
Sold through printed information
Mailed to prospective buyers
Web sites expand traditional

model
Replace or supplement print catalogs
Offer flexibility
Order through Web site or telephone
Payment though Web site, telephone, or mail
Creates additional sales outlet

Electronic Business, 10th Edition

Web Catalog Revenue ModelsAdapted from traditional catalog-based modelSeller established brand imageSold through printed informationMailed to prospective buyersWeb

Слайд 5Web Catalog Revenue Models (cont’d.)
Computers and consumer electronics
Books, music, and

videos
Luxury goods
Clothing retailers
Flowers and gifts (gift retailers)
General discounters (completely new

businesses)





Electronic Business, 10th Edition

Web Catalog Revenue Models (cont’d.)Computers and consumer electronicsBooks, music, and videosLuxury goodsClothing retailersFlowers and gifts (gift retailers)General

Слайд 6Digital Content Revenue Models
Highly efficient distribution mechanism
Firms own written information

or information rights
LexisNexis: variety of information services
Lexis.com: traditional research product
ProQuest:

sells published documents’ digital copies
Dow Jones newspaper publisher subscriptions
Digitized newspaper, magazine, and journal content
Association for Computer Machinery: digital library
Sellers of adult digital content
Pioneered online credit card payment processing

Electronic Business, 10th Edition

Digital Content Revenue ModelsHighly efficient distribution mechanismFirms own written information or information rightsLexisNexis: variety of information servicesLexis.com:

Слайд 7Advertising-Supported Revenue Models
United States network television
Provides free programming and advertising

messages
Supports network operations sufficiently
Site visitor views problem (measuring and charging)
Stickiness
Keeping

visitors at site and attracting repeat visitors
Exposed to more advertising in sticky site
Obtaining large advertiser problem
Demographic information
Characteristics set used to group visitors

Electronic Business, 10th Edition

Advertising-Supported Revenue ModelsUnited States network televisionProvides free programming and advertising messagesSupports network operations sufficientlySite visitor views problem

Слайд 8Advertising-Supported Revenue Models (cont’d.)
Successful sites attract specific groups
About.com, HowStuffWorks, Drudge

Report
Web portals
Yahoo!
First Web directory
Search engine results presented on separate

page
Search term triggered advertising
Main portal sites (AOL, Excite, Google, MSN)

Electronic Business, 10th Edition

Advertising-Supported Revenue Models (cont’d.)Successful sites attract specific groupsAbout.com, HowStuffWorks, Drudge ReportWeb portals Yahoo!First Web directorySearch engine results

Слайд 9Advertising-Subscription Mixed Revenue Models
Subscribers
Pay fee and accept advertising
Typically less advertising
Compared

to advertising-supported sites
Web sites offer different degrees of success
The New

York Times (today)
Bulk of revenue derived from advertising
The Wall Street Journal (mixed model)
Subscription revenue weighted more heavily
Print edition and online editions
Different model versions

Electronic Business, 10th Edition

Advertising-Subscription Mixed Revenue ModelsSubscribersPay fee and accept advertisingTypically less advertisingCompared to advertising-supported sitesWeb sites offer different degrees

Слайд 10Fee-for-Transaction Revenue Models
Service fee based on transaction number or size
Web

site offers visitor personal service
Formerly, human agents provided service
Value chain
Disintermediation
Intermediary

(human agent) removed
Reintermediation
New intermediary (fee-for-transaction Web site) introduced

Electronic Business, 10th Edition

Fee-for-Transaction Revenue ModelsService fee based on transaction number or sizeWeb site offers visitor personal serviceFormerly, human agents

Слайд 11Fee-for-Transaction Revenue Models (cont’d.)
Travel agents
Receive fee for initiating transaction
Replaced by

computers
Online travel agents
Saber system (Travelocity)
Expedia, Hotels.com, Hotel Discount Reservations
All profitable
Orbitz


Five major U.S. airlines consortium
Generates advertising revenue

Electronic Business, 10th Edition

Fee-for-Transaction Revenue Models (cont’d.)Travel agentsReceive fee for initiating transactionReplaced by computersOnline travel agentsSaber system (Travelocity)Expedia, Hotels.com, Hotel

Слайд 12Fee-for-Transaction Revenue Models (cont’d.)
Automobile sales
Web site removes salesperson negotiation
Reduces costs
Provides

buyers information service
CarsDirect.com model
Customers select specific car, site determines price

and finds local dealer
Autoweb.com and Autobytel model
Site locates local dealers, car sells at small premium over dealer’s nominal cost
Car salesperson disintermediated
Web site: new intermediary (reintermediation)

Electronic Business, 10th Edition

Fee-for-Transaction Revenue Models (cont’d.)Automobile salesWeb site removes salesperson negotiationReduces costsProvides buyers information serviceCarsDirect.com modelCustomers select specific

Слайд 13Fee-for-Transaction Revenue Models (cont’d.)
Stockbrokers
Charge customers trade execution commission
Web-based brokerage firms

(E*TRADE and Datek)
Offer investment advice, fast trade execution
Creates competition
Discount brokers

and full-line brokers
Web sites opened for stock trading and information
Transaction cost reductions (like online auto buying)
Stockbrokers disintermediated

Electronic Business, 10th Edition

Fee-for-Transaction Revenue Models (cont’d.)StockbrokersCharge customers trade execution commissionWeb-based brokerage firms (E*TRADE and Datek)Offer investment advice, fast

Слайд 14Fee-for-Transaction Revenue Models (cont’d.)
Online music
Amazon MP3, Apple’s iTunes, eMusic, Microsoft’s

MSN Music, Napster, Rhapsody, Yahoo!, Walmart.com Music Downloads
Sell single songs

(tracks) and albums
Sales revenue source
Fee-for-transaction model
Some sites offer subscription plans

Electronic Business, 10th Edition

Fee-for-Transaction Revenue Models (cont’d.)Online musicAmazon MP3, Apple’s iTunes, eMusic, Microsoft’s MSN Music, Napster, Rhapsody, Yahoo!, Walmart.com

Слайд 15Fee-for-Transaction Revenue Models (cont’d.)
Online music (cont’d.)
Problems
Digital products easily copied
Stores promote

own music file format
Buyers required to download and install software
Software

limits number of audio file copies
Software does not prevent illegal copying
Solution
Adopting one standard file format
No copying restrictions
DRM-free MP3 format (Amazon)

Electronic Business, 10th Edition

Fee-for-Transaction Revenue Models (cont’d.)Online music (cont’d.)ProblemsDigital products easily copiedStores promote own music file formatBuyers required to

Слайд 16Fee-for-Service Revenue Models
Companies offer Web service
Fee based on service value
Not

broker service
Not based on transactions-processed number or size
Online games
Sales revenue

source
Advertising (older concept)
Pay-to-play premium games
Subscriptions
Frequent player demographics
40% over age 35

Electronic Business, 10th Edition

Fee-for-Service Revenue ModelsCompanies offer Web serviceFee based on service valueNot broker serviceNot based on transactions-processed number or

Слайд 17Fee-for-Service Revenue Models (cont’d.)
Professional services
Limited Web use
State laws prohibit extension

of practice
Patients may set appointments
Major concern
Patient privacy
Significant barrier
Patient diagnosis difficult

without physical examination

Electronic Business, 10th Edition

Fee-for-Service Revenue Models (cont’d.)Professional servicesLimited Web useState laws prohibit extension of practicePatients may set appointmentsMajor concernPatient privacySignificant

Слайд 18Revenue Models in Transition
Need to change revenue model
When Web users’

needs change
Conditions after 2000
Funding became scarce
Unprofitable growth phase
Change model or

go out of business

Electronic Business, 10th Edition

Revenue Models in TransitionNeed to change revenue modelWhen Web users’ needs changeConditions after 2000Funding became scarceUnprofitable growth

Слайд 19Subscription to Advertising-Supported Model
Slate magazine (e-zine)
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 MSN portal
Increases stickiness

Electronic Business, 10th Edition

Subscription to Advertising-Supported ModelSlate magazine (e-zine)Upscale news and current eventsSuccess expectations were highExperienced writers and editorsAcclaim for

Слайд 20Advertising-Supported to Advertising-Subscription Mixed Model
Salon.com
Acclaim for innovative content
Initial revenue source
Advertising-supported

site
Needed additional money to continue operations
Investors did not provide
Now offers

optional subscription version
Annual fee for Salon premium
Free of advertising
Downloadable content
Additional content

Electronic Business, 10th Edition

Advertising-Supported to Advertising-Subscription Mixed ModelSalon.comAcclaim for innovative contentInitial revenue sourceAdvertising-supported siteNeeded additional money to continue operationsInvestors did

Слайд 21Advertising-Supported to Fee-for-Services Model
Xdrive Technologies
Free disk storage
Initial revenue source (1999)
Advertising-supported
Pages

contained advertising
Targeted e-mail advertising
Did not cover operating costs
Now subscription-supported service
Monthly

fee dropping
Other similar companies (IBackup and Kela)

Electronic Business, 10th Edition

Advertising-Supported to Fee-for-Services ModelXdrive TechnologiesFree disk storageInitial revenue source (1999)Advertising-supportedPages contained advertisingTargeted e-mail advertisingDid not cover operating

Слайд 22Advertising-Supported to Subscription Model
Northern Light
Search engine (includes own database)
Results include

Web site links and abstracts
Initial revenue source
Combination (advertising-supported and fee-based)
Individual

article payment
Search results page advertising
Did not cover operating costs
Now subscription model
Annual, large clients

Electronic Business, 10th Edition

Advertising-Supported to Subscription ModelNorthern LightSearch engine (includes own database)Results include Web site links and abstractsInitial revenue sourceCombination

Слайд 23Multiple Transitions
Encyclopedia Britannica
Initial Web offerings
Britannica Internet Guide
Encyclopedia Britannica Online
Initial revenue

source
Paid subscription site
Low subscription sales
Converted to free advertiser-supported site
Sold educational

and scientific products
Returned to mixed model
Subscription plan and free content

Electronic Business, 10th Edition

Multiple TransitionsEncyclopedia BritannicaInitial Web offeringsBritannica Internet GuideEncyclopedia Britannica OnlineInitial revenue sourcePaid subscription siteLow subscription salesConverted to free

Слайд 24Revenue Strategy Issues
Implementations issues
Channel conflict and cannibalization
Strategic alliances and channel

distribution management
Mobile commerce
Electronic Business, 10th Edition

Revenue Strategy IssuesImplementations issuesChannel conflict and cannibalizationStrategic alliances and channel distribution managementMobile commerceElectronic Business, 10th Edition

Слайд 25Channel Conflict and Cannibalization
Channel conflict (cannibalization)
Company Web site sales activities

interfere with existing sales outlets
Retail distribution partner issues
Levis: stopped selling

products on company Web site
Site now provides product information
Maytag: incorporated online partners into Web site
Site now provides product information
Eddie Bauer
Online purchases returnable at retail stores
Required compensation and bonus plans adjustments to support Web site

Electronic Business, 10th Edition

Channel Conflict and CannibalizationChannel conflict (cannibalization)Company Web site sales activities interfere with existing sales outletsRetail distribution partner

Слайд 26Strategic Alliances and Channel Distribution Management
Strategic alliance
Two or more companies

join forces
Undertake activity over long time period
Joining Web sites with

channel distribution management firms

Electronic Business, 10th Edition

Strategic Alliances and Channel Distribution ManagementStrategic allianceTwo or more companies join forcesUndertake activity over long time periodJoining

Слайд 27Mobile Commerce
Few companies successful generating significant revenues
NTT’s DoCoMo I-Mode service

(Japan cell phone)
Send short messages, play games, obtain weather forecasts
AvantGo

(United States)
Offers channels of information as PDA downloads
Mobile commerce: $400 billion by 2012
Requires larger memory, easier-to-use interfaces, higher screen resolutions
E-mail, telephone, Web access, entertainment services convergence

Electronic Business, 10th Edition

Mobile CommerceFew companies successful generating significant revenuesNTT’s DoCoMo I-Mode service (Japan cell phone)Send short messages, play games,

Слайд 28Creating an Effective Web Presence
Organization’s presence
Public image conveyed to stakeholders
Usually

not important
Until growth reaches significant size
Stakeholders
Customers, suppliers, employees,

stockholders, neighbors, general public
Effective Web presence
Critical
Even for smallest and newest Web operating firms

Electronic Business, 10th Edition

Creating an Effective Web PresenceOrganization’s presencePublic image conveyed to stakeholdersUsually not important Until growth reaches significant sizeStakeholders

Слайд 29Identifying Web Presence Goals
Business physical space
Focus on very specific objectives
Not

image driven
Must satisfy many business needs
Fails to convey good presence
Web

business site intentionally creates distinctive presence
Good Web site design
Provides effective image-creation features
Provides effective image-enhancing features
Serves as sales brochure, product showroom, financial report, employment ad, customer contact point

Electronic Business, 10th Edition

Identifying Web Presence GoalsBusiness physical spaceFocus on very specific objectivesNot image drivenMust satisfy many business needsFails to

Слайд 30Identifying Web Presence Goals (cont’d.)
Making Web presence consistent with brand

image
Different firms establish different Web presence goals
Coca Cola pages
Usually include

trusted corporate image (Coke bottle)
Traditional position as a trusted classic
Pepsi pages
Usually filled with hyperlinks to activities and product-related promotions
Upstart product favored by younger generation

Electronic Business, 10th Edition

Identifying Web Presence Goals (cont’d.)Making Web presence consistent with brand imageDifferent firms establish different Web presence goalsCoca

Слайд 31Achieving Web Presence Goals
Effective site creates attractive presence
Meets business or

organization objectives
Objectives
Attract visitors to the Web site
Make site interesting
Convince visitors

to follow site’s links
Create impression consistent with organization’s desired image
Build trusting relationship with visitors
Reinforce positive image
Encourage visitors to return

Electronic Business, 10th Edition

Achieving Web Presence GoalsEffective site creates attractive presenceMeets business or organization objectivesObjectivesAttract visitors to the Web siteMake

Слайд 32Achieving Web Presence Goals (cont’d.)
Profit-driven organizations
Toyota
Good example of effective Web

presence
Presence consistent with corporate goal
Quaker Oats older Web site
Offered little

sense of corporate presence
Quaker Oats current Web site
Much better

Electronic Business, 10th Edition

Achieving Web Presence Goals (cont’d.)Profit-driven organizationsToyotaGood example of effective Web presencePresence consistent with corporate goalQuaker Oats older

Слайд 33Electronic Business, 10th Edition

Electronic Business, 10th Edition

Слайд 34Electronic Business, 10th Edition

Electronic Business, 10th Edition

Слайд 35Electronic Business, 10th Edition

Electronic Business, 10th Edition

Слайд 36Achieving Web Presence Goals (cont’d.)
Not-for-profit organizations
Web presence effort goals
Image-enhancement capability
Provide

information dissemination
Successful site key elements
Integrate information dissemination with fund-raising
Provide two-way

contact channel
American Civil Liberties Union (ACLU)
Serves many different constituencies
Political party Web sites

Electronic Business, 10th Edition

Achieving Web Presence Goals (cont’d.)Not-for-profit organizationsWeb presence effort goalsImage-enhancement capabilityProvide information disseminationSuccessful site key elementsIntegrate information dissemination

Слайд 37Web Site Usability
Current Web presences
Few businesses accomplish all goals
Most fail

to provide visitors sufficient interactive contact opportunities
Improve Web presence
Make site

accessible to more people
Make site easier to use
Make site encourage visitors’ trust
Develop feelings of loyalty toward organization

Electronic Business, 10th Edition

Web Site UsabilityCurrent Web presencesFew businesses accomplish all goalsMost fail to provide visitors sufficient interactive contact opportunitiesImprove

Слайд 38Meeting the Needs of Web Site Visitors
Successful Web businesses:
Realize every

visitor is a potential customer (partner)
Crafting Web presence is an

important concern
Know visitor characteristic variations
Visitor at site for a reason

Electronic Business, 10th Edition

Meeting the Needs of Web Site VisitorsSuccessful Web businesses: Realize every visitor is a potential customer (partner)Crafting Web

Слайд 39Meeting the Needs of Web Site Visitors (cont’d.)
Web site visitor

motivations
Learning about company products or services
Buying products or services
Obtaining warranty,

service, repair policy information
Obtaining general company information
Obtaining financial information
Identifying people
Obtaining contact information
Visitors have:
Various needs, experience, expectations, technology

Electronic Business, 10th Edition

Meeting the Needs of Web Site Visitors (cont’d.)Web site visitor motivationsLearning about company products or servicesBuying products

Слайд 40Meeting the Needs of Web Site Visitors (cont’d.)
Making Web sites

accessible
Build interface flexibility
Optional to use frames
Offer text-only version
Option to select

smaller graphic images
Option to specify streaming media connection type
Option to choose among information attributes
Controversial Web site design
Animated graphics software use
Some tasks lend themselves to animated Web pages

Electronic Business, 10th Edition

Meeting the Needs of Web Site Visitors (cont’d.)Making Web sites accessibleBuild interface flexibilityOptional to use framesOffer text-only

Слайд 41Meeting the Needs of Web Site Visitors (cont’d.)
Making Web sites

accessible (cont’d.)
Offer multiple information formats
Web site constructions goals
Offer easily accessible

organization facts
Allow different visitor experiences
Provide meaningful, two-way communication link
Sustain visitor attention and encourage return visits
Offer easily accessible information about products, services, and their use

Electronic Business, 10th Edition

Meeting the Needs of Web Site Visitors (cont’d.)Making Web sites accessible (cont’d.)Offer multiple information formatsWeb site constructions

Слайд 42Trust and Loyalty
Creates relationship value
Good service leads to seller trust
Delivery,

order handling, help selecting product, after-sale support
Satisfactory service builds customer

loyalty
Customer service in electronic commerce sites
Problem
Lack integration between call centers and Web sites
Poor e-mail responsiveness
Unlikely to recover money spent to attract customers

Electronic Business, 10th Edition

Trust and LoyaltyCreates relationship valueGood service leads to seller trustDelivery, order handling, help selecting product, after-sale supportSatisfactory

Слайд 43Rating Electronic Commerce Web Sites
Review electronic commerce Web sites
Usability, customer

service, other factors
BizRate.com
Comparison shopping service
Links to low price and good

service ratings sites

Electronic Business, 10th Edition

Rating Electronic Commerce Web SitesReview electronic commerce Web sitesUsability, customer service, other factorsBizRate.comComparison shopping serviceLinks to low

Слайд 44Rating Electronic Commerce Web Site (cont’d.)
Usability testing
Helps meet Web site

goals
Avoids Web site frustration
Customers leave site without buying anything
Simple site

usability changes
Include telephone contact information
Staff a call center
Learn about visitor needs by conducting focus groups
Usability testing cost
Low compared to Web site design costs

Electronic Business, 10th Edition

Rating Electronic Commerce Web Site (cont’d.)Usability testingHelps meet Web site goalsAvoids Web site frustrationCustomers leave site without

Слайд 45Rating Electronic Commerce Web Site (cont’d.)
Customer-centric Web site design
Important part

of successful electronic business operation
Focus on meeting all site visitors’

needs
Putting customer at center of all site designs
Follow guidelines and recommendations
Make visitors’ Web experiences more efficient, effective, memorable
Usability
Important element of creating effective Web presence

Electronic Business, 10th Edition

Rating Electronic Commerce Web Site (cont’d.)Customer-centric Web site designImportant part of successful electronic business operationFocus on meeting

Слайд 46Connecting with Customers
Important element of a corporate Web presence
Identify and

reach out to customers
Electronic Business, 10th Edition

Connecting with CustomersImportant element of a corporate Web presenceIdentify and reach out to customersElectronic Business, 10th Edition

Слайд 47Connecting with Customers (cont’d.)
Nature of Web communication
Personal contact (prospecting)
Employees individually

search for, qualify, contact potential customers
Mass media
Deliver messages by broadcasting
Addressable

media
Advertising efforts directed to known addressee
Internet medium
Occupies central space in medium choice continuum

Electronic Business, 10th Edition

Connecting with Customers (cont’d.)Nature of Web communicationPersonal contact (prospecting)Employees individually search for, qualify, contact potential customersMass mediaDeliver

Слайд 48Electronic Business, 10th Edition

Electronic Business, 10th Edition

Слайд 49Summary
Six main approaches to generate Web revenue
Models work differently
Different business

types use different models
Learn more about customers, business environment
Change models
Channel

conflict and cannibalization challenges
Form strategic alliances with other companies
Contract with channel distribution managers
B2C mobile commerce not widely successful
Create effective Web presence to deliver value
Must understand Web communication

Electronic Business, 10th Edition

SummarySix main approaches to generate Web revenueModels work differentlyDifferent business types use different modelsLearn more about customers,

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