eCommerce 2.0

Written by: Jonathan Briggs

June 18, 2007 [11131 views]

Below are the outline slides for a public lecture given at Kingston University. In the next few days a video version of this lecture should be posted.

outline

• how I got here
• eCommerce 1.0 now
• relationships within eCommerce
• web 2.0
• eCommerce 2.0
• eating my own dog food

my journey so far

• Logic as a computer language for children
• Kingston University
• Multimedia for WWF
• the OTHER media
• Hyper Island
• Kosova
• British Academy of Film and Television Arts

eCommerce 1.0

• Attractive front end
• Shopping cart
• Good customer service
• Offline and online marketing
• Technically integrated into the business
• Example: http://www.hornby.com

there is more to it than that...

• No one visits a site that they can’t find
• Customers shop around
• They tell their friends when service is good or bad
• Products go in and out of fashion
• Marketing is harder than it looks

web 2.0 is...

• About participation - “the writable web”
• A web of processes and people as well as web pages: mashups and service oriented architectures
• Emerging online technologies such as AJAX
• A marketing term for shiny interfaces
• An opportunity for VCs who still have some money after 2000

exploring web 2.0

• Gordon Brown for Britain (mashups)
• Royal Academy (participation)
• Stanfords Books and Maps (AJAX)

key ideas

• User generated content
• Service orientated architectures
• Social networks
• New interfaces
• Reputation
• The rôle of search engines

the 2.0 marketplace

• brands and products have to earn reputation
• customers share opinions
• search engines help make decisions between products
• companies are open and accountable
• market enabled by web services

selling online 2.0

• Offer your products, information, brand and pricing to the marketplace
• Interact through web services with information, availability, pricing, support
• Build reputation through marketplace activity: advertising, promotion, affiliation
• Help people compare and make decisions through information, support and service

still to come

• Better support for decision making
• More openness
• Better use of web services
• Better understanding of reputation models

if we mashup search engines and marketplaces with social networks who takes the money and delivers the goods?

eating my own dog food

• mashing up learning, research and business
• service orientated approach
• open source and creative commons
• social networks to build reputation LinkedIn

whats next?

• a new school to design and open in Stockholm
• new courses to plan for Kingston
• working with clients such as BAFTA and projects such as PANDA to implement SOA
• continue building links, reputation, businesses and having fun

Read the discussion I had with others on LinkedIn

What do you think?

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