ELC 498
description
Transcript of ELC 498
![Page 1: ELC 498](https://reader036.fdocuments.net/reader036/viewer/2022082404/56813bf1550346895da5265e/html5/thumbnails/1.jpg)
ELC 498 ELC 498 ELC 498 ELC 498
Day 12Day 12
![Page 2: ELC 498](https://reader036.fdocuments.net/reader036/viewer/2022082404/56813bf1550346895da5265e/html5/thumbnails/2.jpg)
DAY 12 Agenda• Today October 20
– BMG Entertainment - Kristin
– Recap of Online Content Providers
– Intro to Online retailers
• October 24 – Staples.com -Anup – Round 2 Grading due
• October 27– Petstore.com –Steve
• October 31– Sendwine.com – Jeff– Recap of online
retailers• November 3
– Intro to online brokers– DLJDirect – Donnie
• November 7– Carpoint - Kristin
![Page 3: ELC 498](https://reader036.fdocuments.net/reader036/viewer/2022082404/56813bf1550346895da5265e/html5/thumbnails/3.jpg)
General Comments on Midterm
• The majority of answers required more analysis in the context of the GBF model derived by the author
• I am always looking for objective analysis (not subjective)
• Make sure your facts are correct– Be wary of stuff you find with a “google”
search– Use good research materials
![Page 4: ELC 498](https://reader036.fdocuments.net/reader036/viewer/2022082404/56813bf1550346895da5265e/html5/thumbnails/4.jpg)
INTERNET BUSINESS MODELS
• ACCESS PROVIDERS• PORTALS• CONTENT PROVIDERS
– BET.com; CNET; Boston.com; BMG
• RETAILERS• BROKERS• MARKET MAKERS• NETWORKED UTILITY PROVIDERS• APPLICATION SERVICE PROVIDERS
![Page 5: ELC 498](https://reader036.fdocuments.net/reader036/viewer/2022082404/56813bf1550346895da5265e/html5/thumbnails/5.jpg)
Issues Facing Online Content Providers
• Register users or find other ways to target ads?• Become a vertical portal/“infomediary”? (CNET; BET;
Boston.com)– Link to third party information sources– Add commerce capabilities– Be “complete, credible, and convenient”; aggregate and
integrate
• Syndicate content to other websites?• Exploit multi-media linkages? (e.g., CNET: TV and radio)
![Page 6: ELC 498](https://reader036.fdocuments.net/reader036/viewer/2022082404/56813bf1550346895da5265e/html5/thumbnails/6.jpg)
Issues Facing Online Content Providers
• Revenue Streams– AD Revenue
• Targeted raises the premium – Paid Content– Licensing
• For an incumbent is the Internet a Threat or an opportunity??– Boston Globe– CNET– BET– BMG
![Page 7: ELC 498](https://reader036.fdocuments.net/reader036/viewer/2022082404/56813bf1550346895da5265e/html5/thumbnails/7.jpg)
GBF for Content Providers?
• GBF when you believe– Online ad/commerce revenue will surge
over next few years– AND, new web user’s brand loyalties are
malleable– AND, “winner-take-all” dynamics apply, due
to:• Network effects• Scale economics• Intrinsic ability to retain customers
![Page 8: ELC 498](https://reader036.fdocuments.net/reader036/viewer/2022082404/56813bf1550346895da5265e/html5/thumbnails/8.jpg)
GBF for Content Providers?
• GBF when (con’t)– AND, the lifetime value of a customer’s
cash flow exceeds the cost of acquiring the customer
– AND, the risks of competitor preemption are high
– AND, the company can manage operational growing pains
– AND, the capital markets will reward market leaders
![Page 9: ELC 498](https://reader036.fdocuments.net/reader036/viewer/2022082404/56813bf1550346895da5265e/html5/thumbnails/9.jpg)
Get it right First when:• Protecting quality and brand is
paramount• “learning by doing” yields a big payoff
• Which is it for these providers “GBF” or “GIRF”?– Boston.com– CNET– BET.com– BMG