Title: Strategies for Web Auctions, Virtual Communities, and Web Portals
1Chapter 10
- Strategies for Web Auctions, Virtual Communities,
and Web Portals
Electronic Commerce
2Objectives
- Key characteristics of the six major auction
types - Strategies for general and specific consumer Web
auction sites - Strategies for business-to-business Web auction
sites - How businesses use virtual communities to
increase brand awareness and sales - Strategies for Web portal sites
3The Emerging Demand Paradigm
- Shifting Competitive Dynamics
- The Experience Differentiation
4Dynamic Pricing Applications and Markets
- Dynamic Pricing Types
- Auctionone entity selling to many buyers
- Haggleonly one buyer and one seller bargaining,
or haggling, to reach an - agreed-upon price
- Exchangemany buyers and sellers negotiating
prices - Bidding Processa single buyer with multiple
sellers offering varying pricesto supply goods
5Dynamic Pricing Benefits
- Efficient markets are realized by
- Providing a mechanism to eliminate imperfect
information. - Eliminating geographic boundaries..
- Streamlining processes
- Better experiences are realized through
- Better entertainment
- More community
- Increased personalization.
6Efficient Markets
- Increase revenues on inventory
- Decrease overhead costs
- Eliminate costly middlemen
- Increase inventory turns
- Create new intermediaries
- Test pricing
- Increase revenues with new and one-of-a-kind items
7Better Experiences
- Higher repeat purchase rates
- Sticky Web sites
- Personalization
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9Auction Applications over the Entire ProductLife
Cycle
10Auction Basics
- Earliest known auctions were in Babylon around
500 B.C. - Entire Roman Empire was auctioned in 193 A.D.
after the death of Emporer Pertinax - Buddhist temples held auctions to sell the
possessions of deceased monks - Auction firms Sothebys and Christies began in
the 17th century
11Six Major Auction Types
12Web Auction Strategies
- 1999 PC Computing magazine survey reported that
37 of people responding had made purchases and
12 had sold items using an on-line auction
service - 15 of the surveys respondents stated that they
would never use an on-line auction site - Analysts and researchers predict the on-line
auctions will account for 30 of all e-commerce
by 2002
13General Consumer Auctions
- eBay
- Search for specific items
- Browse by categories of items
- Seller options include bold-face type and
featured listings - Rating system to provide feedback to alleviate
fears concerning seller reliability
14eBay Home Page
15Additional General Consumer Auctions
- Auction Universe, owned by Classified Ventures, a
partnership of eight major newspapers - Apartments.com
- Cars.com
- NewHomeNetwork.com
- Yahoo! and Excite have created auctions based on
the eBay model
16Additional General Consumer Auctions
- Amazon.com
- Offers Auctions Guarantee to reimburse any
buyer for merchandise purchased that was not
delivered, or materially different than
represented - Provides escrow service for items over 250
- Klik-Klok Dutch Auction
- Short time-period auctions for quantity offerings
17Klik-Klok Dutch Auction in Progress
18Specialty Consumer Auctions
- Technology-related items auction sites
- Haggle Online
- CNET.com
- ZDNet
- Onsale uBid, and Bid.com
- Numerous specialty auction sites
- Golf Club Exchange
- Cigar-Bid.com
19Golf Club Exchange Web Auction
20Business-to-Business Auctions
- Typically used to dispose of excess inventory
- Large companies use liquidation specialists to
find buyers for unusable inventory, create their
own auction sites - Smaller companies often sell their excess
inventory to liquidation brokers, who, in turn,
create auction sites
21CompuUSA Auctions Home Page
22Examples of Third-Party Auction Sites
- Auction IT
- Computer equipment
- Going, Going...Sold!
- Laboratory equipment
- FastParts.Com
- Electronic components
- J.R. Metals Quick Bid Auction
- Steel
23Auction-Related Services
- Escrow service
- Independent party holds buyers payment until the
item is received and the buyer is satisfied with
the purchase - Directory of available auctions
- Auction Guide
- Guidance for new auction participants
- AuctionInsider
- Links to auctions sorted by category
24AuctionInsider Directory Figure 10-7
25Seller-Bid Auctions andGroup Purchasing Sites
- Reverse auctions
- Sellers of goods and services bid the prices at
which they are willing to sell - Group purchasing sites
- Items are posted with a price, as the number of
bids increase, the seller negotiates a better
price with the items provider
26Virtual Community Strategies
- Gathering places for people and businesses that
does not have a physical existence - Usenet newsgroups
- Chat rooms
- Web sites
- Helps companies, customers, and suppliers plan,
collaborate, transact business, and interact in a
mutually beneficial way
27Milpro Business-to-Business Virtual Community
Site Figure 10-8
28Web Communities
- WELL
- Whole Earth lectronic Link
- Predates the web, began as a series of dialogs
among San Francisco authors and readers - Purchased by Salon.com
- GeoCities
- Free web space for members
- Sells advertising to generate revenue
- Owned by Yahoo!
29Web Communities
- Tripod
- Similar to GeoCities
- Owned by Lycos
- Theglobe.com
- Created by Cornell University students
- News feeds, art gallery
30Web Portal Strategies
- Combinations of virtual communities, search
engines, and Web directories - Provide a high degree of stickiness that is
extremely attractive to advertisers - Examples include AOL, Excite, Infoseek, Lycos,
MSN, Netscape Netcenter, Snap, and Yahoo!
31Web Portal Strategies
- Typically ask members to provide demographic
information about themselves - Very high potential for targeted marketing
- High visitor counts yield high advertising rates
3210-9
homebid.com Home Page Figure 10-9