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IBMS Semester 6b Fall 2013 Mr. George Szanto. Video 6 – Exploring 9 Specific Online Business Models. Topics of this lecture. Explanation of how 9 different online business earnings models work. Learning Objectives.
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IBMS Semester 6b Fall 2013 Mr. George Szanto Video 6 – Exploring 9 Specific Online Business Models
Topics of this lecture Explanation of how 9 different online business earnings models work
Learning Objectives Understand how the 9 different online models work and how they generate income for the users of the models Ability to analyze a given online business determining which online model(s) they use Analyze a given eMarketing objective and then map the objective to 1 or more online business models Voettekst
1. Infomediary Model • Use the infomediary business model if: • You collect a lot of visitor data. • Your data is well segmented with specific demographics of possible buyers. • Key aspects of a successful infomediary model: • Be sure to establish a large network of others to exchange information and leads with. • Establish multiple distribution models and media outposts. • Collect visitor information at every chance in multiple locations.
2. Advertising Model • Needs high volume of traffic or highly specialized audience • Mix advertising messages with (free) content and (free) services • Moduli: • Portal (Yahoo, MSN) • Classifieds – (Craiglist, Monster.com) • User Registration (NY Times) • Query based paid placement (Google)
2 Advertising Model Continued Contextual Advertising - bundle adware with product (see examples) Content Targeted Advertising (Google) Infomercials (see Utramercial demo) UtramercialsDemo
3. Community Models • Open Source SW; Open Content; Open Broadcasting; Social Networking Services • Examples: • Red Hat Linux Software (sell services + add ons) • Tripadvisor • Crowdsourcing
4. Manufacturer – Direct Model • Compressdistributionchannels • Sales Moduli: purchase; lease; license • Examples: • Dell Computer (B2C and B2B and B2G) • Cadence Semiconductor Design Software (B2B) • ARM – microprocessor licensing (B2B) • Pop music stars
5. Subscription Model • User is chargeddaily, monthly or annual fee for service (usuallyunlimited service) • Examples: • Content – Netflix (movies); Spotify (music) • Person to Person Networking Services (Linkedin) • All ISP Service Providers
6. UtilityModels • MeteredUsage (payforactualusage) • MeteredSubscriptions (pay per bucket of use) • Examples: • Timedpaid Internet connection at airport • Pay per journalarticledownloaded • Adobe Connect Online (video conferencing)
7. Affiliate Model • Based on driving high volume of traffic toone website • Pioneeredby Amazon.com • Variousmodularitiesexist: • Pay per click; Pay per action; pay per view; • Revenuesharing – customer doesn’talwaysneedtobuysomethingtoearn money • Exchanging (barter) banners, logos forexample
8. Merchant Model • Sellingdirectlyto end user via Internet • Examples: • Virtual – Amazon (all kinds of products) • Bit Vendor – iTunes; Online Universities • Catalog Merchant: Lands End; Victoria’sSecret, Farnell (B2B electronics) • Click & Mortor: Radio Shack; REI
9. Brokerage Model Matching buyer and seller You receive a commission for your efforts (eBay) Or – you receive a listing fee from seller – Marktplatz Typical sites: real estate brokers; business transaction brokers; auction brokers, recruitment brokers.
CombinedModelsAlsoPossible Let’s look at Amazon.com, one of the oldest online business models Evolved over the past 12 years
The Amazon Business Models ... can you think of other ways they earn income ? $$ $$ $$ $$
Some other neat examples 10 Business Models That Rocked (2011)
End of Video - Thank you Please take the online quiz associated with this video. Also, there is an online discussion question about the disadvantages of some of these models which you should comment on.
