六类常见的盈利模式

– January 2002
• Converted to a new revenue model that was primarily subscription supported
20
Multiple Transitions
• Encyclopæ dia Britannica(大不列颠百科全书) Original offerings: -The Britannica Internet Guide -Free Web navigation aid -Encyclopæ dia Britannica Online -Available for a subscription fee or as part of a CD package 1999: -Converted to a free, advertiser-supported site 2001: -Returned to a mixed model
• Professional Services
– professional services of accountants, lawyers, and physicians
16
Revenue Models in Transition
• Subscription to advertising-supported model
• Revenue models
• Revenue Models in Transition. How some companies move from one revenue model to another to achieve success
• Revenue strategy issues that companies face when selling on the Web
Revenue Models
• 六类常见的盈利模式
– Web Catalog Revenue Models – Digital Content Revenue Models – Advertising-Supported Revenue Models – Advertising-Subscription Mixed Revenue Models – Fee-for-Transaction Revenue Models – Fee-for-Service Revenue Models
10
Advertising-Subscription Mixed Revenue Models
• Subscribers
– Pay a fee and accept some level of advertising – Typically are subjected to much less advertising
– Now offers an optional subscription version of its site
18
Advertising-Supported to Fee-forServices Model
• Xdrive Technologies
– Opened its original advertising-supported Web site in 1999
– Growing number of sites include premium games in their offerings
– Site visitors must pay to play these premium games
15
Fee-for-Service Revenue Models (continued)
6
Example
• Computers and consumer electronics
– Apple, Dell, Gateway, and Sun Microsystems have had great success selling on the Web
• Books, Music, and Videos
• Disintermediation (免中介化)
– Removal of an intermediary from a value chain
• Reintermediation (再中介化)
– Introduction of a new intermediary
13
Example
• Stockbrokers(证券经纪公司) • Insurance Brokers(保险经纪公司)
• Success of Web advertising is hampered by
– No consensus on how to measure and charge for site visitor views
• Stickiness of a Web site: the ability to keep visitors and attract repeat visitors
• Portal or Web portal
– Site used as a launching point to enter the Web – Almost always includes a Web directory and
search engine – Examples: Yahoo!, AOL, AltaVista
– Requires visitors to buy a subscription to the Business Week print magazine
12
Fee-for-Transaction Revenue Models
• Businesses offer services and charge a fee based on the number or size of transactions processed
14
Fee-for-Service Revenue Models
• Fee based on the value of a service provided • Services range from games and
entertainment to financial advice • Online games
– Very few Web sites have sufficient visitors to interest large advertisers
9
Example: Web Portals
• Web directory
– A listing of hyperlinks to Web pages
•
19
Advertising-Supported to Subscription Model
• Northern Light – Founded in August 1997 as a search engine with a twist – Revenue model
• Combination of advertising-supported model plus a fee-based information access service
3
Objectives (continued)
• Creating an effective business presence on the Web
• Web site usability • Communicating effectively with customers on
the Web
4
– Constructed to provide information to shoppers, not to generate revenue
7
Digital Content Revenue Models
• Firms that own intellectual property have embraced the Web as a new and highly efficient distribution mechanism
• Concerts and films
– As more households obtain broadband access to the Internet, companies are providing streaming video of concerts and films to paying subscribers
5
Web catalog revenue model
（网上目录盈利模式） • The sellers print catalogs and mail to
prospective buyers. Buyers place orders by mail or by calling the seller’s toll-free telephone number. • Called the mail order or catalog model • Taking the catalog model to the Web
– Microsoft founded its Slate magazine Web site
• Charged an annual subscription fee after a free introductory period
• Was unable to draw sufficient number of paid subscribers
– Retailers use the Web catalog model to sell books, music, and videos
• Luxury Goods
– People are still reluctant to buy luxury goods through a Web site
• Now operated as an advertising-supported site
17
Advertising-Supported to Advertising-Subscription Mixed
Model
•
– Operated for several years as an advertisingsupported site
Chapter 3 Selling on the Web: Revenue Models
Contents of Chapter 3
• Revenue Models • Creating an Effective Web Presence
2
Objectives
In this chapter, we will learn about:
• ACM、IEEE、ProQuest
– Sells digital copies of published documents
• Apple iTune
– Sells digital copies of music
8
Advertising-Supported Revenue Models
• Broadcasters provide free programming to an audience along with advertising messages
– Offered free disk storage space online to users – After two years, it was unable to pay the costs of
providing the service with the advertising revenue generated – Later switched to a subscription-supported model
• Used by
– The New York Times and The Wall Street Journal
11
Advertising-Subscription Mixed Revenue Models (cont.) Example
• Business Week
– Offers some free content at its Business Week online site