u-commerce broadening the universe of marketing richard t. watson leyland f. pitt pierre berthon...
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U-CommerceBroadening the universe of marketing
Richard T. WatsonLeyland F. PittPierre Berthon
George M. [email protected]
du
Parallel revolutions
• Physics– Newtonian to special theory of
relativity
• Art– Realism to modern art
Parallel revolutions
• Einstein and the Cubists proposed alternative concepts of space– Space interacts with the volume,
shape, and size of objects– Space and time can be fractured into
visual elements
U-commerce
• An alternative view of time and space for business and marketing
• Commerce has been flattened to two dimensions
• Multiple connections are being reduced to a single point
A foundation in light
• Physics– Speed of light in a vacuum is
constant– E = mc2
• Art– Innovations in recording light
• Commerce– Using light to communicate
Types of Commerce
Type of commerce Foundation
Commerce Transportation network
E-commerce Internet
M-commerce Cell phone network
U-commerce Ubiquitous networks
Bounded rationality
• Consumers are capable of a wide variety of reasoning errors when making decisions
• Managers have difficulty in managing a multitude of customers on a one-to-one basis
Attention deficit society
• Consumers are increasingly bombarded with more and more messages– It is estimated that a single weekday issue of the
New York Times contains more information than the average person in seventeenth-century England came across in a lifetime
• Conscious attention is a scarce resource• Some messages need to be attenuated and
others amplified
U-commerce
• The use of ubiquitous networks to support personalized and uninterrupted communications and transactions between a firm and its various stakeholders to provide a level of value over, above, and beyond traditional commerce
• Über-commerce
Ubiquitous
• Networks everywhere• All consumer durable devices are on a
network• Intelligence and information are widely
dispersed and always accessible• Smart entities
– Appliances– Buildings– Signs
• Street smart communities
Universal
– Devices work everywhere• All networks• All locations• Always connected
– Universal access
Unison
• Synchronization/replication of designated files
• Transparent to owner• Current data are always available
Network driven firm
• A directed collection of electronically interacting stakeholders that coordinates activities through the exchange of messages over electronic networks
• Networks are a means of increasing– efficiency (e.g., lowering transaction costs)– effectiveness (e.g., adding value to customers)
• Applies concepts of object-orientation
The object-oriented firm
• Applies the computer science principles of object orientation to creating a business
• A new firm can be built from existing firms
• Procedures are developed for electronically exchanging messages between firms via the Internet
Evolution of markets
Market Definition Theme
Marketplace
Traditional physical marketplace
Exchange of goods and services via face-to-face human interaction
Marketspace
Informational marketplace
Exchange of goods and services via computer interaction
U-space Transcension and integration of marketplace and marketspace
The global integration of physical and informational to provide value through amplification, attenuation, contextualization, and transcension
U-space
Unique
(time-space specific)
The hyper-real The post-human
The node The network
Ultra-conscious(extends/enhances awareness)
Unconscious(behind or out of conscious awareness)
Ubiquitous
(time-space independent)
Attenuation marketing
Amplification marketing
Contextual marketing Transcension marketing
Matrixmarketing
Transformationmarketing
Immersionmarketing
Nodalmarketing
• Ultra-conscious & unique• Extraordinary experience
– Adventuring– Entertainment– Teleimmersion
• Immersion marketing– Processes that enhance conscious
interaction with the phenomenal world in specific situations
Hyper-real
Post-human
• Ultra-conscious & ubiquitous• The network is always on• Permanent enhancement of human facilities
– Information processing • Cell phone/PDA
– Advanced prosthetics– Genetic enhancement
• Body change– Rhinoplasty
• Transformation marketing– Processes that enhance conscious interaction with the
phenomenal world acontextually – that is transcending specific time-space locations
Network
• Unconscious & ubiquitous• Move tasks from conscious to unconscious• Automated consumption
– Automated toll booths– Smart cards
• Automatic background execution– Price comparison bots
• Attention freeing• Matrix marketing
– Universal, acontextual processes designed to automatically perform tasks
Node
• Unconscious & unique• Subscription services• CRM tries to understand the customer so
well that offers easily capture attention• Ultimate form of permission marketing
– Wine-of-the-month club
• Nodal marketing– Processes that reduce the necessity of an
individual or collective to consciously interact with phenomena in specific contexts
Model dynamics
Unique
(time-space specific)
The hyper-real The post-human
The node The network
Ultra-conscious(extends/enhances awareness)
Unconscious(behind or out of conscious awareness)
Ubiquitous
(time-space independent)
Attenuation marketing
Amplification marketing
Contextual marketing Transcension marketing
Matrixmarketing
Transformationmarketing
Immersionmarketing
Nodalmarketing
Bounded rationality
Competitive rationality
Types of marketing
Type of marketing
Description
Amplification Processes designed to extend or enhance conscious interaction with phenomena
Attenuation Processes designed to reduce the necessity to consciously interact with phenomena
Contextual Processes which are time-space specific and add value through their specificity
Transcension Processes that transcend, or enable transcension, of the traditional constraints of time-space
Implications for marketing
• Revalidate existing theories• Build new theories• New forms of marketing• Amplifying and attenuating
consciousness
Implications for MIS
• Integrated customer database• Electronic communication links• Simple interfaces and high
functionality• Automation of tasks to free
attention
Conclusion
• Innovations in processing information are the bedrock of cultural, social, political, and economic change
• U-commerce is the final step in the evolution of commerce
• It is part of the evolution in thinking about a firm’s relationship with the customer– From products to services– From services to information
• Information is service