MAR 4933002

1 / 30

About This Presentation

Title:

MAR 4933002

Description:

T-Mobile--Value Proposition. Not tied to a cord to access email.etc. ... T-Mobile Marketing Opps. Business Travelers need all kinds of info ... – PowerPoint PPT presentation

Number of Views:115

Avg rating:3.0/5.0

Slides: 31

Provided by: busin1

more less

Transcript and Presenter's Notes

Title: MAR 4933002

1
MAR 4933-002

E-Commerce Marketing
Fall 2002Tampa
Business Models II
Rich Gonzalez
October 7, 2002 (Week 7 Monday)

2
For Site/Model Evaluation

Today Please peruse Nielsen Tahir
bookHomepage Usability
Pick a site if you wish and write it in on sign
up sheet.

3
URLs (Well probably Visit Today)

www.djangos.com
http//zdnet.com.com/2100-1107-944735.html
http//www.metreon.com

4
Agenda October 7, 2002

Health Apps--BusinessWeek
Business ModelsChapter 5
Due For October 9

5
For Today October 7

Make Your PDA a Health Partner, p138,
BusinessWeek, October 7, 2002
Chapter 5, Business Models

6
For October 9

Dont Clamp Down Too Hard, p140, BusinessWeek,
October 14, 2002
Chapter 5, Business Models
Janis Ian Interview, July 18, 2002http//zdnet.co
m.com/2100-1107-944735.html

7
What Is This Technology All About?

When Software Lets You Connect With Customers
When and Where They Want...
The more ways you can connect with your
customers, the more opportunities you have to
build effective relationships with them.

8
Stewart Brand

Information wants to be free.
Information wants to be expensive.

9
BusinessWeek--Health

First, Operating SystemsOnly Two (Windows
Palm)
What was the takeaway from this?
ApplicationsFeatures/Benefits/Price

10
BusinessWeek--Health

Freestyle Tracker
Active ECG
Workout Tracker
Profile-MD

11
What Else Can It Be?

Other Than Health Related?
iPod

12
3 Fundamental Business Shifts

1. Most transactionsB2C, B2B, C2C and G2C will
become self-service digital transactions.
2. Customer service will become the primary
value-added function in every business. Personal
consultancy not routine services.
3. The pace of transactions and customer needs
for customer service will force firms to adopt
digital processes---for survival.

13
(No Transcript)
14
MetreonSan Francisco

A 350,000 square foot Sony entertainment center
featuring fantasy, education and a unique
shopping experience.
Visit a Sony IMAX theater, a 16-screen movie
theater, exciting restaurants, Microsoft's first
retail store, a Sony Style store showcasing the
company's most advanced products, more unique
shopping, and 3-D virtual arcade games.

15
Analysis Paper 3

Subject Pocket PC Phone Edition (p4 of
BusinessWeek)
Context Business/Innovation Analysis
Criteria (use bolded headings)Value (Cluster)
Proposition (not financial model yet)
StandardsMarketing Opportunities
Use the WWW and search WSJ Online for at least
one reference to the product/company/technology
details.
Length 1.5 Pages, single-space, stapled cover
sheet
Due Monday October 5

16
T-Mobile--Value Proposition

Not tied to a cord to access email.etc.
Two in one (pocket pc and phone)
Speaker phone
Access corporate networks
Almost all of MS Office application
Handwriting recognition
Full color high resolution
Fast wireless
Always On
PricingPromotions

In Class Exercise
17
T-Mobile--Standards

GSM/GPRS
Speed 56K/sec
Max 171 K/sec
Real World 117 K/sec
TDMA GSM 9.6 K/sec
Also, WiFi (802.11b)
650 million locations nationwide
32 MB RAM ROM
Standard MultiMedia Card

In Class Exercise
18
BandwithConsumer Context

Dialup
ISDN
Cable
DSL
T1
802.11b
3G

56 K
128 K
150 to 300 K
100 to 500 K
1400 K
300 to 500 K
144 K

19
T-MobileMarketing Opps

Business Travelers need all kinds of info
Stay-home moms need all kinds of info
Consumers need all kinds of info
Students need all kinds of info
Doctors can use to get realtime info from
patients and staff
Marketers can use to sent specific messages to
people in geographic area

In Class Exercise
20
Last Wednesday
21
T-Mobile--Value Proposition

Not tied to a cord to access email.etc.
Two in one (pocket pc and phone)
Speaker phone
Access corporate networks
Almost all of MS Office application
Handwriting recognition
Full color high resolution
Fast wireless
Always On
PricingPromotions

In Class Exercise
22
T-MobileMarketing Opps

Business Travelers need all kinds of info
Stay-home moms need all kinds of info
Consumers need all kinds of info
Students need all kinds of info
Doctors can use to get realtime info from
patients and staff
Marketers can use to sent specific messages to
people in geographic area

In Class Exercise
23
Components of a Business Model
Developing a business model in the networked
economy requires four key choices on the part of
the senior management
Value Cluster

Specify the value proposition or the value
cluster for the business

Marketspace Offering

Articulate the online product, service and
information offer

Resource System

Define how the company needs to align its
resources to deliver the value proposition

Define and select the most appropriate revenue
model to pursue

Financial Model
24
PC Flowers and Gifts

October 2, 2002
www.pcflowers.com/

25
Marketplace Offering

1. Scope of OfferingCategory Specific Dominance
Single CategoryCross-Category Dominance Many
related categories
2. Identify the Customer Decision Process (CDP)
3. Map the Offering to CDP

26
Customer Decision Process
The second step in the construction of the online
offering is the articulation of the customer
decision process for the various product
categories
Flowers Example
Problem Recognition