Principles of Internet Marketing-Chapter8.New Product Development and the NET

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Principles Of Internet Marketing

Chapter 8 :

New Product

Development and the

NET

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Principles Of Internet Marketing

Team Member : Team Member :



_袁佩芝



_邱宏德



_徐培娜



_林兆應



_楊長浩



_張茂棠



_林廷憲

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小組成員及討論實況

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Principles Of Internet Marketing

Job Assign :

 袁佩芝 _袁佩芝 _:_: 引言引言 _&_& 串場串場 _{& Standards Marketi}_{& Standards Marketi}

ng

 邱宏德 _邱宏德 _{: High-Tech Battles & Information Acc}_{: High-Tech Battles & Information Acc}

eleration & PowerPoint Design

 徐培娜 _徐培娜 _{: The Need for Speed}_{: The Need for Speed}

 林兆應 _林兆應 _{: Rapid New Product Development}_{: Rapid New Product Development}

 楊長浩 _楊長浩 _{: Rapid New Product Development}_{: Rapid New Product Development}

 張茂棠 _張茂棠 _{: Standards Marketing}_{: Standards Marketing}

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E-Mail Address :

 袁佩芝 _袁佩芝 : _:89751318 89751318 arespcyuan@sertekarespcyuan@sertek.com.tw.com.tw  邱宏德 _邱宏德 : _:89751319 89751319 timchiou@uwccbtimchiou@uwccb.com.tw.com.tw

timchiou@hotmailtimchiou@hotmail.com.com

 _徐培娜_徐培娜 _:_:_89731419_89731419_peina@south_peina@south_-china.com_-china.com_.tw_.tw  林兆應 _林兆應 : _:86710007 86710007 lin678@ms34lin678@ms34.hinet.hinet.net.net

 楊長浩 _楊長浩 : _:89751328 89751328 howard.ch.yang@citicorphoward.ch.yang@citicorp.com.com  張茂棠 _張茂棠 _:_:89751335 _89751335atu786@ms24.hinet.netatu786@ms24.hinet.net

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Overview

- New Product Development and The Net

 _{It is a battle about “Know-How”}_{It is a battle about “Know-How”}

 _{The Know-How of Success should cover following key}_{The Know-How of Success should cover following key}

factors:

 Speed: Time to Market & Earlier Marketer’s Benefit_{Speed: Time to Market & Earlier Marketer’s Benefit}

Winner take all_{Winner take all}

Success breeds Success_{Success breeds Success}

 to Set a Protocol of Business Model_{to Set a Protocol of Business Model}

Standard & Standard Body_{Standard & Standard Body}

Parallel operation model instead of Sequential one_{Parallel operation model instead of Sequential one}

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Overview

- New Product Development and The Net

 _{About Product Design & Marketing}_{About Product Design & Marketing}

 Flexible_Flexible

 Earlier Customer Feedback_{Earlier Customer Feedback}

 Sampling of Target Customer_{Sampling of Target Customer}

 Timing control_{Timing control}

 Pre-release beta version benefit_{Pre-release beta version benefit}

 Focus on consumer’s interest which always change rapidly_{Focus on consumer’s interest which always change rapidly}

 keep an eye on the time using during Distribution your _{keep an eye on the time using during Distribution your}

product which is longer of design product usually

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High-Tech Battles and the Browser Wars



_{Sports Classic Rivalry}

運動場上的傳統競爭

_{National Football League –}_{National Football League –}

Green Bay Packer vs. Chicago Bears

_{Baseball – Yankees vs. Red Sox}_{Baseball – Yankees vs. Red Sox}

_{Baseball – Giants vs. Dodgers}_{Baseball – Giants vs. Dodgers}

_{Old Grudges and Decades of History}_{Old Grudges and Decades of History}

Matter

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

_{Business Rivalry –}

商業競爭

_商業競爭

_{Drinks –}_{Drinks –}

_Pepsi_Pepsi 取得蘇聯的排他性銷售權取得蘇聯的排他性銷售權

_Coke_Coke 採取報復式的取得中國及共採取報復式的取得中國及共

產第三世界排他性銷售權

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

_{High-Technology Rivalry (Part I)}

_{IBM vs. Apple – 1980s PC Market}_{IBM vs. Apple – 1980s PC Market}

_{Betamax vs. VHS – VCR Market}_{Betamax vs. VHS – VCR Market}

SONY drop Beta and switch to making V

HS

_{Microsoft vs. Netscape}_{Microsoft vs. Netscape}

One of the most important battles is fighti

ng to make its browser

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

_{High-Technology Rivalry (Part II)}

_{Microsoft vs. Netscape}_{Microsoft vs. Netscape}

 From 1995 to mid-1997, Released _{From 1995 to mid-1997, Released}

generations 2, 3, and 4 of their critical

Web browser software

 G2 – Java & JavaScript_{G2 – Java & JavaScript}

 G3 – Doc-editing & e-mail and _{G3 – Doc-editing & e-mail and}

newsgroup & new security capabilities

 G4 – Sharing Information & Internet _{G4 – Sharing Information & Internet}

and user’s computer blurred lines

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 _{High-Technology Rivalry (Part III)}_{High-Technology Rivalry (Part III)}

Both employees on 100-hr work weeks_{Both employees on 100-hr work weeks}

Microsoft_Microsoft

 _{From sideline player to browser lead}_{From sideline player to browser lead}

 _{AntiMicrosoft editorials and Gov’s antitrust}_{AntiMicrosoft editorials and Gov’s antitrust}

Netscape_Netscape

 _{Browser battles startup in 1995}_{Browser battles startup in 1995}  _{Silicon Valley became its ally}_{Silicon Valley became its ally}

 Netscape merged with America Online_{Netscape merged with America Online}

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The Need for Speed



_{Internet Time}

“

“Sleepless in Silicon Valley”Sleepless in Silicon Valley”

Overnight in Change and EvolutionOvernight in Change and Evolution

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The Need for Speed



_{Business Implications of Internet Ti}

me

New ProductNew Product

Consumer’s Tastes and DesiresConsumer’s Tastes and Desires

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The Need for Speed



_{Speed and Profits}

3 x 2 x 1 x x 6 months 0

Profits and Speed to Market

Time of Market Introduction to Competitors

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The Need for Speed

_{Speed and Innovativeness}_{Speed and Innovativeness}

Time Pacing IncreaseTime Pacing Increase

Moore’s Law – Moore’s Law – 半導體晶片所能容納的電半導體晶片所能容納的電

晶體數量晶體數量 _,_, 以每以每 _{1.5 - 2}_{1.5 - 2} 年為週期年為週期 _,_, 逐期倍增

逐期倍增 ._.

Beta VersionsBeta Versions

Leads to LearningLeads to Learning

FeedbackFeedback

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The Need for Speed

_{Speed and Alliances}_{Speed and Alliances}

Costly to Provide All Features on Its OwnCostly to Provide All Features on Its Own

Netscape (what’s cool)Netscape (what’s cool)

Who Where (www.)Who Where (www.)

Lycos (www.)Lycos (www.)

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Traditional New Product Development

_{Uncover unmet customer needs}_{Uncover unmet customer needs}

Customer suggestions or complaints_{Customer suggestions or complaints}

Numerical weights_{Numerical weights}

_{Eliminate design mistakes}_{Eliminate design mistakes}

Fig 8.5_{Fig 8.5}

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Rapid New Product Development

 _{Traditional -- not fast or flexible enough}_{Traditional -- not fast or flexible enough}  _{Cost for getting sample information is low}_{Cost for getting sample information is low}

1. Flexibility

Response effectively to rapidly changing market

2. Modularity

Proceed in parallelProceed in parallel 3. Rapid feedback

3. Rapid feedback

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_Modularity_Modularity

 Visible design rules_{Visible design rules}

 Ways that modules interact with each other_{Ways that modules interact with each other}

 Hidden design parameters_{Hidden design parameters}

 Internal working of each modules_{Internal working of each modules}

_{Early Feedback}_{Early Feedback}

 E-mail_E-mail

 Value suggestions -- right customer_{Value suggestions -- right customer}

 Prelease_Prelease

 Alpha -- internal employee_{Alpha -- internal employee}

 Beta -- public_{Beta -- public}

 Short life cycle -- competition_{Short life cycle -- competition}

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_{Rapid release}_{Rapid release}

Alpha, Beta_{Alpha, Beta}

 Termination date_{Termination date}

 Purchasing hint_{Purchasing hint}

 E-Mail_E-Mail

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Standards Marketing

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_{新產品的行銷策略}_{新產品的行銷策略}  全面大作戰全面大作戰  全心全力作戰全心全力作戰  虛實作戰虛實作戰  最後修飾作戰最後修飾作戰 藉力使力_藉力使力  鯊魚作戰鯊魚作戰  老二戰略老二戰略  蜘蛛網作戰蜘蛛網作戰  延長產品生命作戰延長產品生命作戰

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Standards Marketing



THE IMPOPRTANCE OF STAND

ARDS

 _{THE TWO TYPES OF STANDARDS}_{THE TWO TYPES OF STANDARDS}



_{STANDARDS STRATEGY}

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Standards Marketing



_{THE IMPOPRTANCE OF}

STANDARDS

_{Standards are a defining feature of}_{Standards are a defining feature of}

high-tech markets

_{Standards play a very useful role}_{Standards play a very useful role}

_{Standards are a strong determinant}_{Standards are a strong determinant}

of the success of new product in

high-tech markets

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Standards Marketing

_{THE TWO TYPES OF STANDARDS}_{THE TWO TYPES OF STANDARDS}

1. An open standard 1. An open standard

2.A de facto standard2.A de facto standard

 Java and Open StandardsJava and Open Standards

 ActiveX and De Facto StandardsActiveX and De Facto Standards

 Compromise StandardsCompromise Standards

 Setting Internet Standards Setting Internet Standards

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Standards Marketing

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Standards Marketing



_{STANDARDS STRATEGY}

_{Market Sharing}_{Market Sharing}

_{Bandwagon Markets}_{Bandwagon Markets}

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Standards Marketing

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Standards Marketing

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Information Acceleration

_{Information Acceleration in Market}_{Information Acceleration in Market}

Research

 IA – Information Acceleration IA – Information Acceleration

 Use digital technologies create virtual worlds_{Use digital technologies create virtual worlds}

 _{Place the consumers in a virtual buying}_{Place the consumers in a virtual buying}

environment

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Information Acceleration

 _{Consumer’s traditional purchase simulation}_{Consumer’s traditional purchase simulation}

 _{Virtual showroom visits}_{Virtual showroom visits}  Advertising _Advertising

 Television_Television

 Magazines_Magazines

 Newspapers_Newspapers

 _{Review articles and consumer-oriented reports}_{Review articles and consumer-oriented reports}  _{Word of mouth}_{Word of mouth}

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Information Acceleration

_{How about the IA cost ?}_{How about the IA cost ?}

 Virtual environments can be expensive to _{Virtual environments can be expensive to}

create

 The authors estimate the current cost of IA _{The authors estimate the current cost of IA}

as between $100,000 to $750,000

 The Net may reduce these costs _{The Net may reduce these costs}

substantially

 Web-based virtual prototyping worked _{Web-based virtual prototyping worked}

well

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Information Acceleration

 _{Does Information Acceleration Work ?}_{Does Information Acceleration Work ?}

 Virtual simulations can replace expensive _{Virtual simulations can replace expensive}

prototypes

 Large number of possible product variants can be _{Large number of possible product variants can be}

tried

 Provide first test use of digital environment in _{Provide first test use of digital environment in}

marketing

 _Conclusion_Conclusion

_{Speed, Standards and New Features}_{Speed, Standards and New Features}

dominate the browser battle dominate the browser battle

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