아마존에서 배우는 시장의 미래 (learning future of markets from amazon)

아마존에서�� 배우는 시장의�� 미래 (Learning Future of Markets from Amazon)

2015. 3. 7.

Prof. Sangkyu RhoGraduate School of Business

Seoul National University

http://www.slideshare.net/srho/learning-the-future-of-markets

(CC BY-SA 3.0) Sangkyu Rho, SNU Business School

Who’s Sangkyu Rho?

• Profession: – 서울대�� 경영대�� 교수�� since 1995– 서울대�� 경영대�� MBA부학장�� from 2013 to 2014– Blogger since 2013

• Interests: – Data & Knowledge– Social & Network

• Contacts: – [email protected]– www.organicmedialab.com – Facebook: sangkyu.rho– LinkedIn: Sangkyu Rho– Twitter: @srho77

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Amazon, Everything Store!

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Amazon.com in Brief

• Founder & CEO: Jeff Bezos• 1994년�� 설립

• 1995년�� 인터넷�� 서점으로�� 시작

• 1997년�� IPO• 2013년�� 거래규모(GMV) 1,300억불*의�� 미국�� 최대�� 인터넷�� 소매상 (Walmart 2013년�� 매출�� 4,763억불**)

* Estimation by Sangkyu Rho ** http://www.nasdaq.com/symbol/wmt/revenue-eps

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Amazon.com in 2013

• 매출: 745억불* (성장률�� 22%)– Media : General Merchandise : Other

= 29% : 66% : 5%–오픈마켓거래�� 15%

• 거래규모: 1,300억불**

• 영업이익: 7.45억불* (영업이익률�� 1%)• 시가총액�� 1,500억불�� (2014년�� 9월�� 현재)• 종업원�� 109,800여명*** (2013년말�� 기준, Part-time 포함)

*http://phx.corporate-ir.net/phoenix.zhtml?c=97664&p=irol-newsArticle&ID=1895485&highlight=�� **�� 3rd�� party�� seller�� 수수료�� 15%�� 가정�� ***http://online.wsj.com/news/articles/SB10001424052702304753504579285133045398344

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Amazon’s Mission

• To be Earth’s most customer-centric company for four primary customer sets:– consumers, – sellers, – enterprises, and – content creators.

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• Commerce

• Digital Contents

• Cloud Computing

Amazon’s Business

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History of Amazon

0

20

40

60

80

96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13

0.02 0.15 0.61 1.64 2.76 3.12 3.93 5.26 6.92 8.4910.71

14.8019.20

24.50

34.20

48.10

61.10

74.50

(Revenue in $B)

Marketplace

Web Service(Commerce)

Auctions zShops

Fulfillment by Amazon

Associates

Same Day Delivery (09)

Kindle

Kindle Fire

Amazon Fresh (07)

Organic Media Lab, 2014

Amazon Web Service

Prime

Fire TV (14) Fire Phone (14)

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Amazon’s Strategy

• Low Prices

• Large Selection

• Convenience (Availability)

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Sam Walton vs. Jeff Bezos

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Wal-Mart vs. Amazon in 2013구분 Wal-Mart Amazon 비고

매출액 $476B $71B1 1. 비유통�� 매출�� 제외

거래규모 $476B $130B2 2. 거래수수료�� 15%�� 가정

영업이익 $26.8B $0.75B

시가총액 $245B $150B 2014.9.19 현재

종업원수 2.2M3 $0.1M4 3. http://corporate.walmart.com/our-story/locations

매장수 11,0003 0 4. http://online.wsj.com/news/articles/SB10001424052702304753504579285133045398344

배송센터수 158 in US5 1236 5. http://corporate.walmart.com/our-story/our-business/logistics 6. http://www.mwpvl.com/html/amazon_com.html

거래품목수142,000 per

Supercenter715M eligible

for Prime8

7. http://news.walmart.com/news-archive/2005/01/07/our-retail-divisions 8. http://www.fastcompany.com/3014817/amazon-jeff-bezos

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How Amazon Makes Money

≈∞ × 0.000…1 = ?

http://organicmedialab.com/2013/03/21/how-to-make-money-in-smart-economy/12


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연결된�� 시장으로서의�� 아마존

http://amzn.to/XsQpxb

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연결된�� 시장(Connected Marketplace)

• 연결된�� 시장(Connected Marketplace)은�� 시간과�� 공간�� 개념이�� 재구성되는�� 연결된�� 공간(Connected Space)상에서 정보(Information)로�� 이루어진�� 재화를�� 거래하는�� 생산자, 판매자,�� 구매자�� 간의�� 네트워크(Network)이다.

Physical Marketplace

Connected Marketplace

거래공간 Place Connected Space

거래대상 Product Information

거래관계 Chain Network

http://organicmedialab.com/2013/01/30/3-dimensions-of-smart-economy/15


Amazon as Information Market

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“Information wants to be free”

• Economic– Zero marginal cost (MC)– No product/service value at all in some cases

• Social– Free sharing

• Psychological– Free as anchor price

• Strategic– Free as weapon

http://organicmedialab.com/2013/04/04/information-wants-to-be-free/17


Amazon as an Organic Network

Amazon

판매자(3rd Party Sellers)Amazon Associates

독자/구매자(Readers/Buyers)

출판사(Publishers)

저자(Authors)

Amazon

Organic Media Lab, 2014

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Why Amazon is Organic Network?

�� 판매자,�� 구매자,�� 협력자의�� 참여에�� 기반

http://organicmedialab.com/2013/07/05/why-amazon-is-social-media/19



�� 판매자,�� 구매자,�� 협력자의�� 매개를�� 통한�� 네트워크의�� 성장20



�� 연결에�� 기반한�� 새로운�� 컨텍스트(연결의�� 가능성)의�� 제공

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Amazon as Connected Space

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What is Connected Space?

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‘Showrooming’ & Connected Space

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Long Tail Economics

판매량 순으로 정렬된 제품(Products Ranked by Popularity)

Long tail

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Amazon’s Strategy

• Low Prices– Information Market

• Large Selection– Connected Space, Organic Network (Open

Network)

• Convenience (Availability)– Organic Network (Mediation Network)

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What Business is Amazon in?

• Retail Business?

• Connection Business?

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“We don’t make money when we sell things. We make money when we help customers make purchase decision.” – Jeff Bezos -

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Connection Business Strategy

Retail Business (Mass Media)

Connection Business (Social Media)

대상 대중(소비자) 개인(생산자/판매자/소비자)

과정 모으다 참여하다

목표 팔다 연결하다

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References

• 노상규, “스마트�� 경제에서는�� 어떻게�� 돈을�� 버는가?,” http://organicmedialab.com/2013/03/21/how-to-make-money-in-smart-economy/

• 노상규, “연결된�� 시장과�� 스마트�� 경제,”http://organicmedialab.com/2013/01/21/connected-marketplace/

• 노상규, “스마트�� 경제의�� 3가지�� 측면,”http://organicmedialab.com/2013/01/30/3-dimensions-of-smart-economy/

• 윤지영, “왜�� 아마존은�� 소셜�� 미디어인가?,” http://organicmedialab.com/2013/07/05/why-amazon-is-social-media/

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Recommended Readings

• 노상규, 스마트�� 경제와�� 네트워크�� 비즈니스, http://networkbusiness.pressbooks.com, 2014.

• 윤지영, 오가닉�� 미디어, 21세기북스, 2014. (http://organicmedia.pressbooks.com)

• Brad Stone, The Everything Store: Jeff Bezos and the Age of Amazon, Transworld Digital, 2013.

• John Rossman, The Amazon Way: 14 Leadership Principles Behind the World's Most Disruptive Company, 2014.

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Any Questions?

[email protected]

Facebook: sangkyu.rhoLinkedIn: Sangkyu Rho

Twitter: @srho77