Business models on the web(c) M.Civilka, 2002 doc

Business models on the web
(c) M.Civilka, 2002
(c) M.Civilka
Preface
Business models – the most discussed
and the least understood feature of the
web.
The only agreed fact – the web
changes traditional business models.
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Preface
 Bussines model – the method of doing
business (by which a company can
sustain itself - that is, generate
revenue).
 Bussines model spells-out how a
company makes money.
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Preface
 Some models are quite simple.
 Other models can be more intricately
woven and require deep technical
knowledge (radio and television
broadcasting).
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Preface
 With all the talk about "free" business
models it is easy to forget that radio, and
later television, programming has been
broadcast over the airwaves just a short time
ago. The broadcaster is part of a complex

network of distributors at this time.
 Who makes money and how much is not
always clear at the outset.
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Preface
E-commerce necessarily will give rise to
new kinds of business models. But all the
novelties - well forgotten past.
 eBay online implement old auction
model.
There is no single, comprehensive and
cogent taxonomy of web business models
one can point to.
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Preface
 Models are implemented in a variety
of ways.
 Business models on the web evolve
rapidly.
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Preface
 The term "business model" has taken on
new meaning and greater importance in the
realm of intellectual property protection.
 Within the legal community, business
models are defined within the context of
patent law. Recently a number of patents
have been granted for business models in
USA.
 In many cases, patented web business

models will need to withstand court
challenges before we can say for certain.
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E-commerce Bussines Models
Pyramid
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Bussines models
 Brokerage
 Advertising
 Infomediary
 Merchant
 Manufacturer
 Affiliate
 Community
 Subscription
 Utility
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BROKERAGE
 Brokers – market makers: they bring
buyers and sellers together pardavėjais
and facilitate transactions.
 Brokerage can be:
 that much (B2B),
 that much (B2C),
 or (C2C).
A broker makes its money by
charging a fee for each transaction it
enables.
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Brokerage models can take a number of

forms, such as:
 Buy/Sell Fulfillment
 Market Exchange
 Business Trading Community
 Buyer Aggregator
 Distributor
 Virtual Mall
 Metamediary
 Auction Broker
 Reverse Auction
 Classifieds
 Search Agent
 Bounty Broker
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Buy/Sell Fulfillment
 Online financial brokerage (eTrade)
 Travel agents
 Volume and low overhead to deliver
the best negotiated prices
(CarsDirect)
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Market Exchange
 Model in B2B markets
(ChemConnect's).
 The broker typically charges the
seller a transaction fee based on the
value of the sale.
 The pricing mechanism offer/buy,
offer/negotiated buy, or an auction
offer/bid approach.

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Business Trading
Community
 It is as a site that acts as an "essential,
comprehensive source of information and
dialogue for a particular vertical market“
 VerticalNet's "vertical web community"
contain product information in buyers'
guides, supplier and product directories,
daily industry news and articles, job
listings and classifieds
 VerticalNet's B2B exchanges
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Buyer Aggregator
The process of bringing
together individual purchasers
from across the Internet.
 Sellers pay a small percentage
of each sale on a per-
transaction basis.
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Distributor
 A catalog-type operation.
 B2B models are increasingly common. Broker
facilitates business transactions between
franchised distributors and their trading
partners.
 Faster time to market and time to volume as
well as reducing the cost of procurement.
 For distributors, it decreases the cost of sales

by performing quoting, order processing,
tracking order status, and changes more
quickly and with less labor. [ex: Questlink
ConvergeTrade]
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Virtual Mall
 A site that hosts many online
merchants.
 The virtual mall model may be most
effectively realized when combined
with a generalized portal. Also, more
sophisticated malls will provide
automated transaction services and
relationship marketing opportunities
 [ex: Yahoo! Stores, Stuff.com,
ChoiceMall, ExciteStores]
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Metamediary
 A business that brings buyers and
online merchants together and
provides transaction services.
 It is a virtual mall.
 The metamediary protects
consumers by assuring satisfaction
with merchants. The metamediary
charges a setup fee and a fee per
transaction. [ex: HotDispatch,
Amazon 's zShops].
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Auction Broker

 A site that conducts auctions for
sellers (individuals or merchants).
 Broker charges the seller a fee.
Seller takes highest bid(s) from
buyers above a minimum.
 Auctions can vary in terms of the
offering and bidding rules. [ex:
eBay, AuctionNet]
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Reverse Auction
 The "name-your-price" business
model.
 Prospective buyer makes a final
bid for a specified good or service,
and the broker seeks fulfillment.
 In some models, the broker's fee is
the spread between the bid and
fulfillment price and perhaps a
processing charge. [ex: Priceline,
Respond.com, MyGeek.com]
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Classifieds
 A listing of items for sale or wanted
for purchase, typically run by local
news content providers. Price may
or may not be specified. Listing
charges are incurred regardless of
whether a transaction occurs. [ex:
Apartments.com, NewHome
Network, Match.com, Monster]

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Search Agent
 An agent used to search-out the
best price for a good or service
specified by the buyer, or to locate
hard to find information.
[DealTime, MySimon,
RoboShopper, ShopFind]
 An employment agency can act as
a search agent broker, finding work
or finding people to fill open
positions listed by an employer.
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Bounty Broker
 The offer of a reward for finding a
person items.
 The broker may list items for a flat
fee and a percent of the reward, if
the item is successfully found. [Ex:
BountyQuest which lists reward
offers for uncovering prior art related
to patents.]
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Advertising
 The web advertising model is an
extension of the traditional media
broadcasting model.
 The broadcaster a web site,
provides content
and services

in the form of banner ads.