Professional Documents
Culture Documents
1. What is the long tail and what implications does it have for ecommerce?
The concept of the long tail has been around for many years, but it was truly brought to our attention by Chris Anderson in 2004 through his article in Wired magazine. In his book, Ebusiness, Jonathan Reynolds defines the long tail as the ability of firms to obtain significant profits from the sale of small amounts of previously hard-to-find items to many customers, rather than selling only large amounts of a small number of popular items. Essentially, this means that by locating in a niche market (tail), and supplying a rare/scarce product to customers businesses can benefit more than if they focus on selling a popular item to many customers (head) in a saturated market amongst many competing suppliers. In the Change This manifesto, The Long Tail , Chris Anderson talks about the future of Ebusiness and how companies can exploit the long tail. He suggests that online companies have the ability to store a lot more inventory than retail stores, and hence can focus on selling more niche goods, which are less readily available in stores, at lower costs. He gives the examples of Amazon, Rhapsody and Netflix, where 20-25% of the products they sell can t be found in retail stores. In the case of Google, most of their profits are made from the smaller advertisers., and eBay from the smaller sellers. The long tail gives consumers choice and variety. Advertising can now be more targeted because of a focus on long tail keywords on websites like Facebook and Google, so businesses gain access to a larger customer base within their niche. Consumers no longer have to settle for a close substitute, they can find exactly what they may be looking for. The Internet has given consumers a platform to understand each one of their options too (e.g. through recommendations and reviews). This means businesses operating online need to stay on top of their game and give excellent service to their niches to stay competitive. When using the Long Tail approach, sourcing niche products can be difficult for online businesses. The products are scarce, and may be difficult for retailers to come by locally or easily. Costs of transporting products over large distances, and borders can therefore be high. In addition, if businesses choose to sell large goods, costs of storage increase. Niche products aren t always fast moving and accurately predicting how much to store/order can be difficult for businesses in ecommerce. As wonderful as the long tail sounds, there are always two sides to a story. Alan Mitchell believes that the long tail only applies to digital products and services and is most powerful in sectors where customers seek a large variety. He also suggests that customers don t always appreciate a variety of goods. The example he uses is of baked beans, suggesting that there s no need or desire for a large variety of baked beans. Personally I feel that the long tail is a great principle, but can t be applied to every sector in the same manner as Amazon and Google. It encourages companies and online businesses to focus on differentiating themselves. Furthermore, it allows consumers the freedom to choose from all options available, as opposed to just what marketers and retailers make available to them. The application will vary across each industry, but if implemented correctly in the right market, the rewards can be endless. 1
2. What different kinds of online payment systems are available and what security issues do they have in common?
For E-commerce to function, reliable payment systems must exist. To take payments using the online payment system an Internet Merchant Service and a Payment Service Provider are needed to collect card details over the Internet. An Acquiring bank usually provides the merchant service e.g. Maestro. Financial institutions are becoming increasingly popular as Payment Service Providers, e.g. PayPal and World Pay. Some other examples of online payment systems are; App55, card, e-pay and eWAY. sQuid is a new type of contact less prepaid online card, and Oyster is another well known example. Security is a major concern when it comes to online payments. Hacking, the compromise of confidential data, fraud and phishing are the main ones . Many websites and online retailers store card details. Hackers can get access to passwords and purchase items for themselves using these details. Even large companies don t seem to be safe. Sony s PS3 hacking scandal was a clear example where customer s details were compromised twice. In 2010 the Open Security Foundation reported 555 incidents of data loss. Over 26million users were affected. Another concern is fraud. It is much easier to use another person s details to make online payments. Phishing, where consumers are misled into giving details to a fraudster is another problem. A final security problem occurs when online payments are made and credit card details are intercepted when moving between the consumer and merchants. SSL, SET and PKI are just three of many security measures to keep customers details safe. Some companies also check the level of security for websites e.g. VeriSign and TRUSTe, which reassure consumers of a websites safety via a quality seal. If customers are weary of their actions, and what they do with their details, instances of fraud and phishing can be prevented.
References
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