Product: Ebay àonline market basedà goal: world’s largest market place
Service: commerce… ease of use, registration of data and user information
Monster generates income through career matches
Dissolution: get rid of low quality users (eBay: users who don’t ship on time, monster: job hoppers)
Additional features and platforms emerge to help retain customers
-ebay: everything can be done on site
-ebay motors: ebay makes more money on bigger items sold. This feature is created to tailor services to motors market. Buyer would need to pay $200 for bidding and not taking delivery. Half.com is created for book market
-Product levers: customer care, post sale service, complementary products, networks, increase overall quality… get customers to remain loyal (CLV)
Community: interwoven relationship built upon shared interests, which satisfies members needs otherwise unattainable individually
1is
Individualization: people share information more openly in communities
Interactivity: location? How and when onlineà no barriers from geographical constraints
Community creieria: peopleà processà cultureà technology
Differentiate from competitors… belong somewhere(similar interest
Ex. Forums, blogs, cisco(human network/programming forums), Mac forums, facebook, high school alumni
è Categories… has timely and relevant info that appeals to you
è Economies of scale… more people more post flow of info
è Members spend more timeàincrease status(gamers)
Triangle:
-user to user: facebook
-Administrator(expert/someone in authority) to user: registration/pay for it
-user to administrator: ecommerce(stuff you buy)
For each person you add to the community you increase the value of network