Chapter 4 Enhanced Version Exhibit / Tables Customer Interface Chapter October 23, 2000

1. Chapter 4Enhanced Version Exhibit / TablesCustomer Interface ChapterOctober 23, 2000

2. Exhibit 4-1: The 7Cs of the Customer Interface Context Site’s layout and design Content Text, pictures, sound and video that web pages contain Community The ways sites enable user-to-user communication Commerce Site’s capabilities to enable commercial transactions Customization Site’s ability to self-tailor to different users or to allow users to personalize the site Connection Degree site is linked to other sites Communication The ways sites enable site-to-user communication or two-way communication

3. Exhibit 4-2: Fit and Reinforcement of Cs Business Model Individually Supporting Fit Context Content Community Customization Communication Connection Commerce Consistent Reinforcement

4. Exhibit 4-3: Performance of Lands’ End Site

5. Exhibit 4-4: Form vs. Function — The Design Context Frontier Integrated High Aesthetically Dominant AESTHETIC/ FORM Frontier is gradually moving outward as technology advances Low Functionally-Dominant Low High FUNCTION

6. Exhibit 4-5: Aesthetic Example — KMGI.com

7. Exhibit 4-6: Functional Dominant — Brint.com

8. Exhibit 4-7: Integrated Approach Example — Patagonia.com

9. Supporting Slide 4-A Point-Counterpoint: Form vs. Function

10. Exhibit 4-8: A Framework to Understand Offering-Dominating Archetypes Multiple Superstore NUMBER OF PRODUCT CATEGORIES SpecialtyStore CategoryKiller Single Broad Narrow DEPTH OF PRODUCT LINE

11. Exhibit 4-9: Superstore Example — Amazon.com

12. Exhibit 4-10: Category Killer Example — Petsmart.com

13. Exhibit 4-11: Specialty Store Example — Frontgate.com

14. Exhibit 4-12: Information Dominant — Business 2.0 (www.business2.com)

15. Exhibit 4-13: Market Dominant Example — PlasticsNet.com

16. Table 4-1: Drill Down - Content Archetypes vs Offering Types

17. Supporting Slide 4-B Point-Counterpoint: Is Content King?

18. Exhibit 4-14: Communities — Elements, Types, and Benefits Elements of Community Types of Communities Member Outcomes: Participation and Benefits Just Friends Degree of Participation • Cohesion • Effectiveness • Help • Relationships • Language • Self-regulation Enthusiasts • Need Fulfillment • Inclusion • Mutual Influence • Shared Emotional • Experiences Friends in Need Players Traders

19. Exhibit 4-15: Bazaar Example — Games.Yahoo.com

20. Exhibit 4-16: Theme Park Example — VoxCap.com

21. Exhibit 4-17: Club Example — Gillette Women’s Cancer Connection

22. Exhibit 4-18: Shrine Example — The Unofficial Dawson’s Creek Web Site

23. Exhibit 4-19: Theater Example — iFilm.com

24. Exhibit 4-20: Cafe Example — Bolt.com

25. Exhibit 4-21: Drill Down - Focus vs. Interactivity Non-equilibrium state: Successfully-managed communities will move toward higher levels of interaction Games.yahoo.com Contact Consortium.com Bazaar VoxCap.com Bolt.com FOCUS Theme Park iFilm.com Trace.com leonardodicaprio.com Mall Women’s Cancer Connection Shrine Theater Cafe INTERACTIVITY

26. Exhibit 4-22: Personalization by User Example — mylook.com

27. Exhibit 4-23: Tailoring by Site Example - Amazon.com

28. Exhibit 4-24: One-to-Many, Non-Responding Example — theStandard.com

29. Exhibit 4-25: One-to-Many, Responding User Example — BizRate.com

30. Exhibit 4-26: One-to-Many, Live Interaction Example — Accrue 2000 Web Seminar

31. Exhibit 4-27: One-to-One, Non-Responding User Example — Hallmark.com

32. Exhibit 4-28: One-to-One, Responding User Example — Amazon.com

33. Exhibit 4-29: One-to-One, Live Interaction Example — LivePerson.com

34. Exhibit 4-30: Destination Example — NYTimes.com

35. Exhibit 4-31: Hub Example — DrKoop.com

36. Exhibit 4-32: Portal Example — Yahoo.com

37. Exhibit 4-33: Affiliate Program Example — Onhealth.com and Proflowers.com

38. Exhibit 4-34: Outsourced Content Example — Real.com

39. Exhibit 4-35: Meta-software Example — RUSure.com

40. Table 4-2: Drill Down - Commerce Origination vs Facilitation Commerce Origination Commerce Facilitation • Commerce originating at a site. It is achieved through acquisition of new customers and loyalty building among existing customers • New Customer Acquisition Tools include: • Online advertising • Banner ads at other sites • URL listing in industry catalogs • Sponsorships of online events or of other site activities • Viral marketing • Marketing with the assistance of existing customers, who pass marketing messages along to friends or colleagues • Examples include marketing footers at the end of user email messages, prompts inviting users to send the site URL or the output of their activity on the site to others • Offline advertising • Advertisements on radio, television, movie theaters • Sponsorships of offline events, such as conferences on the New Economy • Commerce facilitated through the intervention of a third party, directing traffic to a site. It can be achieved through affiliations and partnerships • Affiliations / Partnerships • How they work • Home site signs up other sites in a partnership/affiliation program • Affiliate sites place a link on their site that directs users to the home site • In some cases, a user gets directed to a site through an affiliate while remaining in the affiliate’s URL space • Participating affiliate sites receive a percentage cut (typically 5-10%) on all sales generated at the home site as a result of clickthroughs from the affiliate sites • Incentives to affiliates • Financial: Affiliate sites receive a percentage of the sales they generate • Brand building: Being an affiliate to a well-known brand increases visibility • Improved capabilities: By linking users to additional sites, affiliates can increase their breadth of offerings

41. Exhibit 4-36: 7Cs of Schwab