E-Marketplaces, Portals

Transcript

1 E-Marketplaces, Portals Marek Maurizio Docente a Contratto Assegnista di Ricerca Università Ca Foscari, Venezia

2 Learning Objectives Define e-marketplaces and list their components. List the major types of e-marketplaces and describe their features. Describe the various types of EC intermediaries and their roles. Describe electronic catalogs, shopping carts, and search engines. Describe the major types of auctions and list their characteristics.

3 Bluenile.co.uk Case of Study Blue Nile un retailer che lavora puramente online e si specializza in diamanti. Nata come società dot.com nel Esempio di come l uso del ce permette di migliorare i modi tradizionali di fare business Modello: rimuovere della catena di produzione negozi ed intermediari molto costisi vista la merce trattata. Hanno ottenuto molti clienti in poco tempo Il sito offre più informazioni di quelle normalmente reperibili in un negozio specializzato Guide educational in inglese Scale cromatiche, di chiarezza, spiegazioni sul taglio 30 giorni di diritto di recesso senza spese a differenza dei negozi tradizionali Impatto sul mercato: diminuzione drastica nel numero di negozi tradizionali

4 E-marketplaces

5 The Emerging Role of Electronic Marketplaces on the Internet Yannis Bakos * Communications of the ACM, August 1998 Marketplaces Markets play a central role in the economy, facilitating the exchange of information, good, services, and payments (Bakos 1998). Internet-based electronic marketplaces leverage information technology to match buyers and sellers with increased effectiveness and lower transaction costs, leading to more efficient, friction-free markets. 1. Functions of a Market Markets play a central role in the economy, facilitating the exchange of information, goods, services and payments. In the process, they create economic value for buyers, sellers, market intermediaries and for society at large. Recent years have seen a dramatic increase in the role of information technology in markets, both in traditional markets, and in the emergence of electronic marketplaces, such as the multitude of Internet-based online auctions. Markets (electronic or otherwise) have three main functions, summarized in Table 1: (a) matching buyers and sellers; (b) facilitating the exchange of information, goods, services and payments associated with market transactions; and (c) providing an institutional infrastructure, such as a legal and regulatory framework, that enables the efficient functioning of the market. In a modern economy, the first two functions are provided by intermediaries, while the institutional infrastructure is typically the province of governments. Internet-based electronic marketplaces leverage information technology to perform the above functions with increased effectiveness and reduced transaction costs, resulting in more efficient, frictionfree markets. * Stern School of Business, New York University. bakos@stern.nyu.edu; Web: Definizione data nel 1998 in un articolo scientifico I mercati giocano un ruolo centrale nell economia, facilitando lo scambio di informazioni, beni, servizi e pagamenti. Nel processo creano o aumentano il valore economico per compratori, venditori, intermediari, e per la società in generale.

6 Marketplaces - II Three functions for markets (both real and electronic): matching buyers and sellers facilitating the exchange of information, goods, services, and payments associated with market transactions providing an institutional infrastructure, such as a legal and regulatory framework, that enables the efficient functioning of the market I mercati, sia elettronici che reali, svolgono tre funzioni basilari: providing => esempio: un asta fornisce delle regole per il corretto svolgimento della stessa

7 Functions of a Market In later years markets have seen a dramatic increase of IT and EC use l uso delle tecnologie e approcci di e-commerce ha contribuito a migliorare le funzioni mostrate nella lista SEARCH!!

8 E-Marketplaces (or marketspaces) Online marketplace (or online ecommerce marketplace) refers to a type of ecommerce site where product and inventory information is provided by multiple third parties, (whereas transactions are processes by the marketplace operator) [wikipedia.org] Greater information richness Lower search costs for buyers Less information asymmetry Buyers and sellers can be in different locations esempio => amazon.com con i merchant, ebay stores, un portale, etc vantaggi rispetto ai marketplace tradizionali asymmetry => differenza di conoscenza fra compratore e venditore. nei negozi tradizionali spesso viene sfruttata l ignoranza del compratore, in rete invece il compratore può facilmente informarsi autonomamente, fornire informazioni sbagliata diventa quindi controproducente.

9 Marketspaces Major components of a marketspace: Customers Sellers Products Infrastructure... customers => i milioni di persone che visitano il web sono tutti potenziali clienti, ma anche altre organizzazioni se parliamo di B2B, aziende la cui supply chain sfrutta l e-commerce in qualche modo possono essere potenziali clienti di alcuni generi di marketplaces sellers => potenzialmente tutte le organizzazioni che vendono online products => una delle differenze coi mercati tradizionali: possibile che siano prodotti digitali, coonsegnati direttamente tramite la rete usata per la transazione. infrastrutture => le reti attraverso cui viaggiano le informazioni sui prodotti, sui pagamenti, etc

10 Marketspaces - II... Front-end Back-end Intermediaries Support services altri componenti di un marketspace front-end => componente con cui interagiscono gli utenti (sito, catalogo, carrello eletronico, etc) back-end => include tutte le attività che riguardano la raccolta e l evasione degli ordini support => sicurezza, privacy, etc

11 Customers Millions of people surfing the web search for detailed information compare place bid, buy (digital) objects

12 Sellers Millions of storefronts are on the Web Huge variety of products and services Sellers can sell directly on their website or from e-marketplaces

13 Products and Services In marketspaces it is possible to commerce in digital products and services Both type of markets can sell physical products Marketspaces can sell digital products, that can be delivered over the Internet With digital products most of the costs are fixed, and variable costs are very low Profit increase very rapidly as sales volume increase costi fissi/variabili: esempio rivista

14 Examples of digital products in 2006! I prodotti digitali non sono cambiati molto negli ultimi anni, ma si è consolidato il metodo di ditribuzione. Esempi: software (apps) movies (netflix) lista ancora attuale

15 Infrastructure The marketspace infrastructure includes electronic networks, hardware, software, etc le reti utilizzate per veicolare le informazioni (sito), i pagamenti, etc. software => server web, server autenticazioni, carrello elettronico, amministrazione

16 Front-End The portion of an e-seller s business processes through which customers interact, including the seller s portal, electronic catalogs, a shopping cart, a search engine, and a payment gateway tutto quello con cui interagiscono gli utenti

17 Back-End Back end: The activities that support online order-taking. It includes fulfillment, inventory management, payment processing, packaging, and delivery nel backend invece includiamo tutte le attività a supporto della raccolta ed evasione degli ordini amministrazione inventario, processing dei pagamenti, le spedizioni, etc

18 Intermediary A third party that operates between sellers and buyers Online intermediaries create and manage the online market. They help match buyers and sellers, provide some infrastructure services, and help customers and/or sellers to institute and complete transactions nel caso dei marketspace lo stesso marketspace è un intermediario che mette a disposizione dei servizi per matchare compratori e venditori, infrastrutture,...

19 Essential Elements riproposta grafica di quanto detto finora

20 Types of E-Marketplaces - Storefront A storefront refers to a single company s website where products and services are sold May belong to manufactures, retailers, or to individuals Several components necessary to carry out the sale: electronic catalog, search engine, shopping cart, payment gateway, shipment, customer service Vediamo ora una carrellata dei diversi TIPI di marketplace può appartenere a fabbricanti (dell.com, apple.com), dettaglianti (walmart.com, mediaworld.it) o individui che vendono da casa oggetti di artigianato etc. uno storefront include alcuni elementi necessari per la vendita... customer service => post vendita alcune compagnie che vendono servizi si riferiscono ai loro storefront come portali

21 Storefront Example - Raffles Hotel (Singapore)

22 Types of E-Marketplaces - E-Mall An online shopping center where many stores are located Different types of malls Simply a directory Shared services Hawaii.com aggrega informazioni da diversi store che vendono prodotti e servizi legati alle hawaii, divisi per categorie. quando un utente identifica una categoria viene rediretto allo storefront relativo questo tipo di mall non integra gli storefront in nessun modo, altri, invece, forniscono servizi condivisi : Composizione di servizi web (voli, auto, hotel x esempio) (expedia.com)

23 Expedia.com Shared services

24 Types of Stores and Malls General (amazon.com) Specialized (1800flowers.com) Regional (parknshop.com) VITASOY SB MILK 250ML CASE 4X6SX250ML HK$63.60 $57.00 HUGGIES NC BABY WIPES REFILLED 144'SX3 HK$ MAS BELLES EAUX LES COTEAUX 75CL HK$ $ MASTERS PURA FRESH MILK-3 BOTTLES 1LX3 HK$77.00 DOWNY ULTRA FABRIC SOFTENER APRIL FRESH-REFILL 34OZX3 HK$ CH MARTINET SAINT EMILION CL HK$ $ SCOTT ECONOMY 3 PLY BATHROOM TISSUE 10'SX4 HK$89.90 MARUSAN SOYA DRINK LOW CALORIE 3PACK 1L X3'S HK$56.90 FIRST PRESS NAPA CABERNET SAUVIGNON 75CL HK$ $ PARKnSHOP, a division of A. S. Watson Group (HK) Limited (a BVI company) general => grandi store che vendono diversi generi di prodotti specialized => si concentrano su un solo tipo di prodotto, o una collezioni di tipi molto limitata regional => mirato a utenti che si trovano in una determinata area geografica (prankshop: comunità di hong kong)

25 Information Portals (aka enterprise portal) A portal is a mechanism used in e-marketplaces, e-stores, etc. A portal is an information gateway it enable people to search and access relevant information from disparate systems and the Internet many portals can be personalized by the users Un portale informativo ha l obbiettivo di risolvere il problema dell information overload, permettendo alle persone di ricercare e accedere alle informazioni rilevanti da diversi reparti di una stessa organizzazione, e da internet solitamente un applicazione web, con possibilità di personalizzazione

26 Information Portals - II Commercial Portals: the most popular type on the Internet, broad audience, diverse communities, personalization Corporate Portals: organized access to a narrow set of company and partners informations Publishing portals: communities with specific interests, little customization, great search Personal Portals: narrow content very personalized Mobile Portals: portals accessible from mobile devices Voice Portals: portals with audio interfaces Diverse tipologie di portali comercial => msn.com, igoogle, etc. corporate => accesso ristretto ad un organizzazione e ai suoi partner publishing => zdnet.com (news on technology) mobile => imode (portale di successo nel mercato giapponese, discusso in seguito?) voice =>

27 History of information portals [wikipedia] The mid-1990s saw the advent of public Web portals like AltaVista, AOL, Excite, and Yahoo!. These sites provided a key set of features (e.g., news, , weather, stock quotes, and search) that were often presented in self-contained boxes or portlets. Before long, enterprises of all sizes began to see a need for a similar starting place for their variety of internal repositories and applications, many of which were migrating to Web-based technologies.[2] By the late 1990s, software vendors began to produce prepackaged enterprise portals. These software packages would be toolkits for enterprises to quickly develop and deploy their own customized enterprise portal. The first commercial portal software vendor began to appear in Pioneers in this marketing included "pure play" vendors like Epicentric, Plumtree Software and Viador. The space, however, quickly became crowded by 2002, with the entry into the market of competing product offerings from application server vendors (such as BEA, IBM, Passageways, Oracle Corporation and Sun Microsystems), who saw portals as an opportunity to stave off the commoditization of application server technology, and Business Intelligence vendors such as Liferay portal. Enterprises may choose to develop multiple enterprise portals based on business structure and strategic focus while reusing architectural frameworks, component libraries, or standardized project methods (e.g. B2E, B2C, B2B, B2G, etc.). In 2003, vendors of Java-based enterprise portals produced a standard known as JSR-168. It was to specify an API for interoperability between enterprise portals and portlets. Software vendors began producing JSR-168 compliant portlets that can be deployed onto any JSR-168 compliant enterprise portal. The second iteration of the standard, JSR-286, is final-released on 12 Jun, 2008.

28 Publishing Portal Example

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30 Mobile Portal Example on Safari Mobile Meno informazioni, più essenziale, presentazione completamente differente

31 Intermediation

32 Intermediation in E-Commerce Intermediaries (brokers) provide value-added activities and services to buyers and sellers Infomediaries: electronic intermediaries that provide and/or control information flow in cyberspace, often aggregating information and selling it to others The infomediary business model recognizes that there is value in this personal data and the infomediary seeks to act as a trusted agent, providing the opportunity and means for clients to monetize and profit from their own information profiles. One of the first focused implementations of the infomediary concept was an online advertising company called AllAdvantage. (Source: Wikipedia) gli intermediari fisici più conosciuti sono i rivenditori infomediary => in rete esistono anche gli infomerdiari che forniscono o controllano flussi di informazioni, spesso aggregando informazioni per rivenderle business model => definizione più stretta da parte di wikipedia dove si parla delle PROPRIE informazioni (pay for surf)

33 Note AllAdvantage was an Internet advertising company that positioned itself as the world s first "infomediary" by paying its users/members a portion of the advertising revenue generated by their online viewing habits. It became most well known for its slogan "Get Paid to Surf the Web" a phrase that has since become synonymous with a wide array of online ad revenue sharing systems (see, e.g., paid to surf). (Source Wikipedia) does not exist anymore ( in 2011) necessità di avere molto utenti in fretta per attirare inserzionisti => modello a piramide

34 Detour: Pay for Surf Pay to surf is a business model that became popular in the late 1990s, prior to the dot-com crash. Essentially, a company uses income from advertising placed on members' screens to pay them for time spent surfing. A pay-to-surf company would provide a small program, commonly called a "viewbar" Advertisers' banner ads were then displayed while the member was browsing the web. Since the viewbar tracked websites that the user visited, the pay-tosurf company was able to deliver targeted ads for their advertisers. Advertisers paid the pay-to-surf company a small amount (typically US$0.50) for every hour of a member's surfing. spammers, cheaters

35 Una pay-for-surf italiana: NetFraternity Pay for surf classica Declino nel maggio 2001, prima offre solo crediti per uno store online, poi richiede la navigazione tramite il loro provider personale (a pagamento) Dura lotta con spammer e cheater netfraternity.html

36 Netfraternity Netspot on guadagnando.com 75 pixels + floating window

37 escrow agencies => accettano i pagamenti e li trattengono finchè il bene non è stato consegnato Roles of Intermediaries Intermediaries can address the following five important limits of direct interaction: Search costs: by predicting demands or matching consumers with sellers Lack of privacy: by protecting some information about the trade Incomplete information: by providing additional information on the product or service sold Contract risk: by reducing risks of non-payments, publicize bad behavior, holding payments until transaction is complete gli intermediari aiutano a superare alcuni limiti dell interazione diretta search => può essere difficile per gli acquirenti trovare i giusti venditori, o viceversa. alcuni prodotti desiderabili potrebbero non essere mai prodotti perchè i produttori non ne vedono l utilità, etc. privacy => sia il venditore che (più spesso) il compratore potrebbero desiderare di restare anonimi o di proteggere alcune informazioni (paypal e cc) incomplete => il compratore potrebbe desiderare più informazioni di quelle date dal venditore (commesso al mediaworls), avere informazioni su prodotti simili, etc contract => riducono il rischio di transazione che non vanno a buon fine. pubblicizzano cattivi comportamenti di venditori e acquirenti per prevenirne in futuro. alcuni borker possono assumersi la responsabilità della transazione e fornire assicurazioni

38 Disintermediation and Reintermediation Disintermediation: Elimination of intermediaries between sellers and buyers two types of intermediaries: the first provides information, the second add value the first can be eliminated (airlines sell tickets online instead of using agencies) Reintermediation: Establishment of new intermediary roles for traditional intermediaries that have been disintermediated, or for newcomers new intermediary roles can arise from disintermediated businesses new intermediaries => soprattutto da intermediari fisici ad intermediari digitali, sia reali che virtuali

39 Market Mechanisms

40 Electronic Catalogs Electronic Catalog: the presentation of product information in an electronic form: the backbone of most e-selling sites Objective: advertise and promote products and services Quick search with search engines Early online catalogs were replica of the printed catalogs They evolved, and become integrated with shopping charts Una delle funzionalità di base offerte dai pacchetti software per il CE consistono di un database di prodotti, una directory con possibilià di ricerca, una funzione di presentazione. Più comuni: pagine web dinamiche. search => a volte search interattivo (facet search, bookings.com) i cataloghi elettronici possono essere molto grandi (libreria del congresso USA, 15 milioni di record) evolved => da essere semplici repliche di cataloghi cartacei si sono evoluti ad essere costumizzabili, dinamici, integrati con i sistemi di pagamento

41 ! $ Hotels' currency English Hello. For faster booking, sign in or create a profile My Booking home > united states of america > hotels hotels in stanford 31 hotels Booking.com faceted search Search Hotels Where? Stanford Distance: 10 km Check-in date Thu 24 February '11 Check-out date Sun 27 February '11 I don't have specific dates yet Travelling in a group/with children? Search by: Price Range (per night) US$ 0 - US$ 59 US$ 60 - US$ 139 US$ US$ 209 US$ US$ 279 US$ Star Rating 1 star 2 stars 3 stars Hotel Type Hotel Motel More hotel types Facilities Wi-Fi/Wireless LAN Parking Airport Shuttle More facilities Search 2 hotels 8 hotels 6 hotels 12 hotels 4 hotels 14 hotels 16 hotels 2 hotels 31 Hotels found in Stanford, 16 Available Also displaying hotels near Stanford Sort by: Most Popular Availability Recently Booked Stars Distance Price Review Score Show map Pleasant, 6.2 Super 8 Palo Alto/Stanford 3200 El Camino Real, Palo Alto (2.4 km Score from 15 reviews from Stanford) Show map Free Wi-Fi is available in every room at this Palo Alto, California hotel. The hotel is minutes from Stanford University. The hotel offers a daily continental breakfast. More Available Room Types Persons Availability Rate For 3 Nights Queen Room FREE Only 3 rooms US$ 297 US$ 267 cancellation left Double Room Last room! FREE cancellation Two-Bedroom Queen Suite Last room! FREE cancellation Last chance! Only 1 room left Last chance! Only 1 room left Travelodge Palo Alto Silicon Valley US$ 327 US$ 297 US$ 357 US$ 327 Pleasant, 6.3 Score from 22 reviews 3255 El Camino Real, Palo Alto (2.5 km from Stanford) Show map Located halfway between San Francisco and San Jose in Palo Alto, California, this hotel offers convenient, complimentary amenities just 2 miles (3 km) from Stanford University and minutes from... More Available Room Types Persons Availability Rate For 3 Nights Standard Room Last Last chance! US$ 225 US$ 207 room! Only 1 room left Stanford Motor Inn 3305 El Camino Real, Palo Alto (2.5 km from Stanford) Show map This Palo Alto, California hotel is 2.5-miles from Stanford University. A heated outdoor pool is available at the hotel and guest rooms provide free Wi-Fi and cable TV. More Available Room Types Persons Availability Rate For 3 Nights Standard King Room available US$ 297 Standard Double Room with Two Double Beds Queen Suite with Three Last Queen Beds Last room! available US$ 357 chance! Only 1 room left US$ 387 Hotel Theme Family Budget / Backpackers City trip More hotel themes Chains Best Western Super 8 America's Best Value Inn Map More chains 3 hotels 5 hotels 1 hotel 2 hotels 2 hotels 2 hotels Motel 6 Palo Alto 4301 El Camino Real, Palo Alto (4.5 km from Stanford) Show map Situated in Palo Alto, California, this motel offers an outdoor pool and guest rooms with free Wi-Fi. Stanford University is 3.9 miles from the motel. More Available Room Types Persons Availability Rate For 3 Nights Double Room with Two Double Beds FREE cancellation available US$ Best Western PLUS Mountain View Inn 2300 West El Camino Real, Mountain View (6.1 km from Stanford) Show map This hotel in Mountain View, California is only a 10-minute drive to Stanford University. The hotel features an outdoor pool and patio, continental breakfast, and in-room refrigerators. More Available Room Persons Availability Rate For 3 Nights Types King Room Only 3 US$ US$ rooms left Double Queen Room Only 5 rooms left US$ In and around City Palo Alto 2.8 km 16 hotels Menlo Park 3.6 km 3 hotels Mountain View 8.4 km 11 hotels Redwood City 9.2 km 7 hotels San Carlos 12.4 km 3 hotels Sunnyvale 13.0 km 15 hotels Belmont 14.4 km 1 hotel Newark 16.2 km 6 hotels Cupertino 16.3 km 1 hotel Americas Best Value Inn - Sky Ranch Good, 7.2 Score from 5 reviews 4234 El Camino Real, Palo Alto (4.2 km from Stanford) Show map Perfectly situated in the cultural heart of the San Francisco Bay Area between San Francisco and Silicon Valley, the inn is only minutes away from a number of main attractions. More Available Room Types Persons Availability Rate For 3 Nights King Room Only 2 rooms US$ left Double Room Only 2 rooms left US$ Super 8 Motel Mountain View

42 Electronic Catalogs Classification Electronic catalogs can be classified by the following dimensions: The dynamics of the information presentation The degree of customization Integration with business processes dynamics => possono essere cataloghi statici o dinamici. nel libro: statici = immagini e testo, dinamici = video e suoni. definizione un po datata. customization => i cataloghi possono essere standard o costumizzabili. in quelli standard viene offerto lo stesso catalogo a tutti gli utenti del sistema. in quelli costumizzabili invece i contenuti del catalogo sono parametrizzati, diversi per diversi utenti o classi di utenti. la customizzazione può essere automatica (il sistema decide in qualche modo cosa mostrare) o manuale (l utente ha una pagina di settings in cui impostare delle preferenze) integration => classifica il grado di integrazione con gli altri processi di business, come ad esempio la preparazione degli ordini o il processo di pagamento, o con la gestione dell inventario. se il catalogo si aggiorna automaticamente quando cambiano i valori di inventario dal magazzino, etc. è ben integrato

43 Paper and Online Catalog Comparison quasi esclusivamente vantaggi dei cataloghi elettronici. unico svantaggio, è necessario un computer ed una connessione per accedervi. I sistemi di compilazione dell ordine, inoltre, spesso non sono user-friendly o non esistono affatto.

44 Search Engines A computer program that access a database of Internet resources, search for specific information, and report the results Semantic search Case of study: 37signals report on the usability and usefulness of search engines and search results from 25 of the Internet s leading online retailers Altri componenti comuni dei marketplace Search engine => ci sono motori di ricerca di uso generalte (google, bing) o specializzati esistono anche, più che altro in ambito accademico, motori di ricerca semantici, che utilizzano algoritmi che tengono da conto la semantica delle pagine, per migliorare i risultati, categorizzarli, etc.

45 Usability and usefulness of search engines and search results Are the search results at this site accurate and relevant? If I misspell a search term, does the site know what I mean and provide useful results? Can I sort the search results by price, brand, availability, and/or other useful criteria? Will the site find related words and common synonyms for terms I use in my search (e.g. soda and pop )? Can I search using mixed specifications such as gender, color, etc. (e.g. Will a search for red wool men s sweater show me red wool men s sweaters?)? What happens if the site returns no results? Will it help me or provide tips?

46 Shopping Carts Order processing technology to accumulate items they wish to buy B2C shopping carts are simple, B2B can be more complex Many software implementations Permettono di inserire, modificare, eliminare etc. sono ormai un concetto molto comune e le loro funzioni sono diventate lo standard. Nel B2B le cose si possono complicare, potrebbe essere necessario compiere un solo acquisto presso venditori differenti, integrarsi coi sistemi dell azienda etc (buyer cart or b-cart) molti Software implementano carrelli elettronici, ubercart, easycart etc. li integrano in soluzioni esistenti o con piattaforme di e-commerce. non è impossibile svilupparne uno adhoc con i giusti strumenti.

47 Paypal Shopping Cart One of the best free ecommerce solutions around is Paypal, which integrates basic shopping cart functions with a payment gateway and merchant account - funds are paid to you via check or through direct deposit. Paypal is an excellent way to begin in ecommerce and is very widely accepted around the world. You only pay a small percentage of each sale and there are no monthly fees or setup costs, plus you receive free fraud protection - no chargeback fees to worry about. Paypal also offers web developers a wide variety of easy to use tools to assist with rapid implementation.

48 Summary E-marketplaces and their components The role of intermediaries The major types of e-marketplaces Overview of catalogs, search engines, shopping carts