Online Auctions and Marketplaces

1. Online Auctions and Marketplaces For Lo205 2005

2. Online Auctions • Auction Watch currently lists more than 1500 auction-related Web sites in 40 products categories. • In Norway: QXL, Netthandel, Finn …. .no • The number of items that are listed daily on Ebay: 700,000+ • Ebay receives an 8% commision on each sale. Sellers also pay to list items and for special features in auctions. Their profits are much higher than Google.com or Amazon.com, why? • Why may the number of seller begin to decrease on Ebay? What are the sellers doing instead?

3. What’s being auctioned online? • Odd items… • Willie Nelson’s Tour Bus • Nike Ajax Surface-to-Air Guided Missile • Alien Fetus • People (ISP employees) • Elvis’s Dental Records • Tyrannosaurus Rex Skull • Human Kidney • http://www.disturbingauctions.com/ • And also.. • A Chad Collection from Palm Beach county ballot

5. Auction Models

6. Auction Types • Auctions - one seller, many buyers • English (straight) • Dutch • First Price • Second Price • Characteristics • Reserve Price • Private • Restricted Access • Reverse – one buyer, many sellers • Exchange – many buyers, many sellers

7. Auction Taxonomy

9. Market Types

10. Structure of an Auction • Two factors determine auction market outcomes: • Formin which bids are made • The sequence rules for bidding • Let us look at four basic types • The ascending bid auction (English Auction) • Open, calling of bids. • Usually Oral, now electronic. • Bidders drop out one by one and the one remaining bidder wins. • Most often used in B2C and C2C.

11. Online and Off Line - What Auction Models Operate? • Ascending Bid: Antiques, Artwork, some real estate on eBay was sold recently using this method – C2C, B2C, B2B. • Descending Bid: Dutch flower auctions, Commodity procurement, eProcurement. • First Price Sealed Bid: sometimes used in B2B procurement, mineral rights, real estate Software Project Development contracts, etc. • Second Price Sealed Bid: Not a frequently seen beast - stamps auctioned by mail.

12. Why Auctions? • Discovering Price - Dynamic prices • Experience • Exciting experiences: • Increase repeat purchase rate • Create sticky sites • Assist in personalization • People are willing to pay more for experience • A better experience is a competitive advantage that will benefit the bottom line • www.mercata.com

13. Benefits • Buyers • Obtain object of interest • Increased access to goods • Feeling of success • Engaged in stimulating entertainment • Part of a community • Pay perceived value for an item • Sellers • One man’s junk is another man’s treasure • Additional sales channel • Extended product reach • Potential for greater financial return • Efficient markets • Customer acquisitions • Market exposure

14. Benefits for the Market • Inventory surplus selloffs (less waist) • Realize more efficient markets • Realize higher average selling price (higher value market) • Potential for increased ROI on products at various stages of the product life cycle • New product intros, clearance goods, overstocks, off-lease goods..(higher value products)

15. Efficient Markets • Increased revenues on inventory • Streamline processes • Decreased overhead costs • Elimination of costly middlemen • Increased inventory turns • Creation of new intermediaries • Ability to test pricing • Increased revenue with new and one-of-a kind items • Avoid paper trails and lengthy communications

16. Customer Acquisition and retention • Convert site browsers to registered users • One new customer from each bid • Valuable information gathered on losing bidders • Losing bidders are great prospects • Remarketing is straightforward • Refer them to your site • Coupons • Newsletter • E-mail notification for next similar auction According to Forrester Research, email sent to an in-house customer costs $2/sale compared to costs up to $286/sale rented list and $100 using banner ads

17. Market Exposure • Gain valuable customer information • Registration • Bid history • Instant knowledge of market demand • Cost effective marketing campaigns • Branding & Visibility • Test markets & Pricing Strategies • Deliver more personalized content

18. Successful Auctions • Sense of community • Trust

19. Sense of Community • Part of the family • eBay café • Bulletin boards • Lifestyle • Powersellers • Self policing • Neighborhood Watch • Net Cops

20. Trust • Insurance Coverage • Escrow service (iEscrow) • ID Verification • Opinions/ Verification/ Grading • VeRO (Verified Rights Owner) • Dispute Resolution • Policies for users and items • Rob’s Rules • Feedback on users

21. iEscrow

22. Feedback • Feedback on users • Help determine reliability • Positive / Neutral / Negative • Acknowledged common courtesy • All sites have different feedback systems • Star rating system

23. Auction Environment • Exciting vs. Annoying • Novelty of traditional format wearing off • Jupiter predicts by 2004, online auction revenues will more than double to $19.6B, but other forms of dynamic pricing will leap 7 fold to $7B

24. Business-to-Business • Dynamic Pricing models for business exists at two points in the supply chain: • Sourcing - Buyer-Centric Web sites • Procurement • Includes long-term contracts and spot-buys • Selling - Seller-Centric Web sites • Two product categories – perishable goods and goods with depreciating value over time

25. Buyer-Centric Web Sites • Benefits To Buyer • Opportunity to increase competition for buying dollars • Better information about the marketplace • Enhance the RFQ process and compress cycle time • New supply management capability • Benefits To Seller • Access to new customers • New and timely information on state of the market • Automating the RFQ process • New demand management capability

26. Seller-Centric Web sites • Reasons for businesses to establish online auctions: • Liquidate surplus inventory • Unload obsolete inventory • Provide an additional marketing channel • Off-load time sensitive products (ie. airline tickets)

27. Seller-Centric Web sites • Benefits To Seller (Company) • Enhanced revenues • Lowered costs and improved efficiency • Access to a larger and more diverse group of buyers • Real-time access to market demand information • New channel to dispose of aged, unused, or idle assets • Benefits To Buyer (Trade Partner) • Opportunity to lower price • Lowered cost and improved efficiency • Access to a larger and more diverse group of suppliers • Better information about the market conditions

28. B2B Auctions • Third Party Auction Site • Auction established by third party • Surplus goods are taken on consignment • Proprietary Auction Site • May be open to the general public or limited to the existing customers (Ingram Micro’s Auction Block) • Set up own auction site using software or service (www.moai.com)

29. Trust • How to build trust in the global B2B market? According to Forrester Research, need to build “trust infrastructure” by offering insurance services to reduce risk of online commerce. • Trust brokers • Underwriters • Information suppliers • Quality assurers

30. Technologies: Proxies and Web Agents Proxy Bidding Bids are placed automatically on your behalf Currently available on many auction sites, such as www.excite.com Agents Software entities that have sufficient autonomy to carry out tasks with little or no human supervision and represents a particular owner

31. Proxy Bidding Initial Bid on Item Example: Opening Price is $36.00; Bid Increment $4.00. On the Bid Entry page, enter Max Bid: $60. Your bid is confirmed. Current Bid is:$36.00 The system processes your bid. You are winning at:$36.00

32. Proxy Bidding Competing Bid on an Item Continuing from before , if another Bidder comes along… On the Bid Entry page, they enter Max Bid: $52.00 The system processes the bid. Second Bidder is losing at: $52.00 You are winning at:$56.00 This Bidder's bid was maxed out because your first bid ($60.00) Is higher. You are therefore winning at one increment above their maximum bid ($56.00)

33. Agents Used to automate several of the most time consuming stages of the buying process Different types of agents: Search Agent Collaborative filtering Comparison Negotiation

34. Search Agents • Internet Auction ListAuction Products Search allows you to search for products across multiple auction sites, including: • Yahoo • Collecting Nation • Amazon • Ubid

35. Collaborative filtering • After identifying need to buy something, agent assists in critical evaluation of products. • Enables consumers to narrow list of products that best meet their needs. • Recommends products through an automatic ‘word-of-mouth’ mechanism (by identifying shoppers with similar tastes)

36. Problems and Limitations • Time consuming to keep returning to site to ensure your bid is winning • Locating desired items for bidding • Bidding for multiple items becomes tiresome • Must wait to find out if you’ve won

37. Bidder Behavior and Strategic Implications • Does the choice of auction format impact the outcome? • Does bidders’ response to certain kinds of uncertainty result in frenzied over bidding? • Do Reverse Auctions bring about results that are very different from the regular auctions?

38. The Winner’s Curse: A Problem of Overly Aggressive Bidding

39. A Variety of Problems • When different goods are sold on a Dutch auction – there are two kinds of uncertainties that bidders experience: • Which product will competitors select if they win the auction? • How many units will they (competitors) specify when they place a winning bid? • One study compared items in a Dutch Auction and the same sold them separately in an English Auction one after another. • The results were that in the Dutch Auction, uncertainty amplifies the winner’s curse.

40. Buyer Run Auction Markets

41. Supplier Run Auction Markets

42. A Summary of Auctions in B2B Markets