beyond ebay
DESCRIPTION
Nel 2008 Meg Whitman è stata sostituita da John Donahoe Le sfide di ebay per il futuro sono: - Sfruttare il sistema dei feedback (anticipato dalla Whitman a metà 2007) - Superare la fase del sito generalista e con scarso appeal - Oggi ebay è ancora vissuto come un bazar spesso poco attraente per i new comers e vissuto come un luogo dove si possono fare affari - Capitalizzare il patrimonio di competenze commerciali (sia in acquisto sia in vendita) maturato dai propri utentiTRANSCRIPT
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beyond eBay?- sintesi -
Milano, 14 Gennaio 2008
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eBay’s ecosystem
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In principio furono gli annunci economici…
- bacheche in luoghi pubblici (di lavoro, università etc…)
- giornali specializzati in annunci economici
- Riviste specializzati con una parte dedicata agli annunci economici su quel tema
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…poi gli annunci economici sul web
Gli annunci economici appaiono immediatamente sul web ricalcando le modalità precedenti:
1. Versione digitale delle bacheche
2. Versione digitale dei giornali per annunci
3. “mercatini virtuali” paralleli a gruppi di discussione siti specializzati, dove ci si scambia principalmente beni relativi a quel particolare tema
4. Marketplace dove fare incontrare domanda e offerta secondo varie modalità- Wish list con prezzi fissi- Gruppi di acquisto- Etc…
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Infine venne ebay
Ebay rivoluziona gli annunci economici introducendo due innovazioni:
- l’asta al rialzo come modalità di formazione del prezzo
- Il sistema dei feedback
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Ebay ltdE’ nato nel 1995, è il più grande marketplace del mondo.
Dà l’opportunità di mettere in vendita beni e servizi con la modalità delle aste. Il 36% delle vendite avviene con modalità prezzo fisso
Dati (2006)• Utenti iscritti: > 200.000.000 (86 mln attivi)• Aste: > 2.000.000.000• Valore (GMV): > $ 56.000.000.000
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eBay e le aste
La prima innovazione vincente è l’introduzione di un sistema di asta al rialzo per la formazione del prezzo.
eBay diffonde il sistema delle aste a tutti i settori merceologici e lo rende accessibile anche ad utenti non professionali o che comunque non avevano i mezzi per organizzare o partecipare ad aste.
Prima di ebay, il sistema delle aste era abbastanza raro e appannaggio di particolari settori, antiquariato e arte in primis.
Le ragioni dello scarso ricorso all’asta sono sia culturali che organizzative.
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eBay e le aste - segue
La libertà di poter scegliere il prezzo in modo libero e trasparente fa diventare ebay il più grande marketplace B2C del mondo.
Nel giro di pochi anni il DB delle aste di ebay diventa un riferimento di prezzo anche per le transazioni che si svolgono al di fuori di ebay
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eBay e i feedback
Il sistema dei feedback è l’altro fattore di successo.
Il sistema dei feedback è la cosa più rivoluzionaria dell’ecommerce:
E’ un sistema alimentato dagli utenti stessi, dove ebay non ha voce in capitolo (anche se le cose stanno cambiando)
ebay punta a diffondere un sistema dove molti vendono a molti, spesso senza nessun contatto, le informazioni essenziali al pagamento e alla spedizione sono scambiati automaticamente.
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eBay, i feedback e la community
Il sistema dei feedback come indice di affidabilità neutrale
Il Sistema dei feedback valuta sia i Venditori che i Compratori.
I feedback ottenuti sia come venditore che come compratori hanno lo stesso peso.
Ebay riconosce che si vende e si compra non solo per entrare in possesso di un certo bene ma che il vendere e il comprare sono un attività che ha un fine intrinseco.
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eBay e la communityAttorno a ebay nasce una community di utenti che
scambiano merci e denaro fondata sulla fiducia reciproca.
Questa community è decisamente particolare e richiama più le community degli affari che le comunità comunemente intese.
La specificità di questa community è che Lo spirito comunitario non nasce da una passione comune per gli oggetti in vendita ma dal credere allo scambio fra eguali.
Il numero di feedback dice quanto siamo affidabili ma anche quanto crediamo nello scambio fra eguali.
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Gli utenti di eBayLa distinzione tra Buyer e Seller è fuorviante.
Gran parte degli utenti di ebay si trova a ricoprire entrambi i ruoli, perciò occorre una segmentazione più aderente alla realtà:
- Merchant – sono venditori netti, commercianti che principalmente vendono prodotti su ebay e possono usare ebay come canale di approvvigionamento
- Trader – utenti evoluti, comprano e vendono tramite ebay
- Consumer – sono compratori netti, usano ebay perché è conveniente e divertente
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Gli utenti di eBayConsumer Trader Merchant
Comprano solamente
Venditori sofisticati
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I power seller e gli storeeBay permette di diventare trader in modo semplice ed
economico
eBay ha permesso a molte aziende di sviluppare il canale e commerce in modo economico ed efficienti.
Per supportare l’attività di questi merchant ebay ha sviluppato due il programma “Power Seller Program” e lo strumento eBay store
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La galassia di ebay- Provider di servizi e soluzioni tecnologiche
- Per i Merchant- Ebay Certified Provider
- Per i consumer- Ebay trading Assistant- Ebayexpress.com
- Lobby- Pesa – Professional Ebay Sellere Alliance
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La galassia di ebayConsumer Trader Merchant
Comprano solamente
Venditori sofisticati
Attività e competenza
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eBay certified provider
I Merchant hanno esigenze particolari in termini di informazioni sull’andamento dei mercati, statistiche sui prezzi e strumenti sofisticati per gestire la mole del proprio business.
L’interfaccia di ebay non è adeguata per gestire in modo efficiente simili attività
Ebay ha avviato un programma per selezionare aziende che supportino i Merchant nel loro business.
I provider che se presentano certe caratteristiche possono essere ebay certified.
I settori di attività di questi provider sono sostanzialmente due:• Servizi
- Consulenza - Report su andamenti di mercato- Sviluppo grafica
• Soluzioni- Tolls informatiche per interfacciarsi con ebay e gestire l’attività
commerciale.
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Pesa: Professional eBay seller alliance
I merchant sono degli stake holder che hanno interesse a che ebay rimanga un marketplace efficiente e affidabile.
I merchant rappresentano volumi di business rilevanti. I merchant si sono associati in gruppi che svolgono
principalmente due compiti:- Pressione su ebay perché mantenga certi standard di
qualità- Fare massa per stipulare contratti quadro con fornitori
di servizi
La Pesa è la maggiore associazione di power seller di ebay
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eBay trading assistant
Un altro programma di ebay è volto a selezionare utenti evoluti che possano mettere le competenze maturate al servizio di utenti meno esperti.
Assistenti all’acquisto, ovvero utenti qualificati a cui rivolgersi per aver supporto nell’acquisto
Assistenti alla vendita, ovvero partner di ebay che si occupano di mettere on line e spedire gli oggetti
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eBayexpress.com
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eBayexpress.comeBay Express è per coloro che preferiscono fare acquisti on line in modo tradizionale.
Principali caratteristiche:
Può vendere chiunque abbia una storia significativa come vendittore e che abbia maturato almeno 100 feedback positivi con un 98% di successo.
-Gli annunci devono avere queste caratteristiche:-Prezzo di vendita fisso- Paypal deve essere accettato come forma di pagamento
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eBayexpress.comIl sistema della aste, richiede a compratore:
- tempo da investire nella ricerca e nel seguire le aste,- tempo nell’attendere la fine dell’asta- fiducia nell’interlocutore
Nel 2006, eBay ha lanciato sul mercato americano www.ebayexpress.com
Dove si incontrano compratori poco attivi e venditori che hanno maturato competenza e affidabilità.
eBayexpress mira a colonizzare il settore degli annunci economici tradizionali capitalizzando il sistema dei feedback e la fiducia che paypal garantisce.
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beyond eBay ?
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nel 2008
Meg Whitman è stata sostituita da John Donahoe Le sfide di eBay per il futuro sono: - Sfruttare il sistema dei feedback (anticipato dalla Withman a metà
2007)- Superare la fase del sito generalista e con scarso appeal.
- Oggi ebay è ancora vissuto come un bazar spesso poco attraente per i new comers e vissuto come un luogo dove si possono fare affari
La sfida è capitalizzare il patrimonio di competenze commerciali (sia in acquisto sia in vendita) maturato dai propri utenti
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Oltre eBay?