Gartner Top End User Predictions for 2010: Coping with the New Balance of Power.
A. Internet marketing will be regulated by 2015, controlling more than $250 billion in Internet marketing spending worldwide.
Market Implications:
Market Implications:
- That companies focusing primarily on the Internet for marketing purposes could find themselves unable to market effectively to customers, putting themselves at a competitive disadvantage.
- Vendors that focus solely or predominately on producing Internet marketing could find themselves faced with a declining market, as companies shift marketing funds to other channels to compensate
Market Implications:
Two trends are merging that will drastically alter the future of the world’s trading economy:
- The rapid rise of mobile and Internet technology adoption in emerging economies.
- Advances in mobile payment, commerce and banking.
Together they will open the way for a significant portion of the world’s adult population to transact electronically. For many of these newly enfranchised consumers from emerging economies, the ability to use short message service (SMS), e-mail or payment accounts will constitute their first and only access to the estimated $1 trillion global economy.
For global firms such as Coca Cola and Carrefour, it will provide electronic reach and the ability to transact with a significant majority of adults on the planet. For entities such as eBay, TaoBao or Craigslist, it will open a huge opportunity for consumer-to-consumer transactions.
For mobile operators, Internet companies and financial institutions, it will open vast new markets for the provision of transactional and funds transfer capabilities
C. By 2013, mobile phones will overtake PCs as the most common Web access device worldwide.
According to Gartner estimates:
- The total number of PCs in use will reach 1.62 billion units in 2012, all of which are capable of Internet access, even if some are not connected.
- By 2012, the combined installed base of smartphones and browser-equipped enhanced phones will exceed 1.69 billion units. From 2012 onwards, this combined installed base will be greater than the installed base for PCs.
Nevertheless, most users in 2012 will use a PC as their primary Web access device and their phone as a secondary access device. However, as use of smartphones spreads globally, they will overtake the PC as the most common primary device for Web access sometime in 2015.
This shift means that many websites will need to be reformatted or rebuilt. Mobile device users
typically make many fewer “clicks” on a website than PC users, and websites not optimized for smaller screen formats will risk reduced customer interaction and fewer transactions.
- This market barrier will be of particularly concern to:
- Organizations in geographies where the PC is not as prevalent.
- Organizations with consumer-facing websites.
- Informational portals used by educational institutions and the government sector
- Online retailers, banks and financial service providers will be the most exposed to this risk
Q2. Will the ability to transact electronically favour small businesses or large multi-nationals?
Q3. What are some of the problems in using mobile phones for on-line transaction?
8 comments:
Q1.Actually it is very difficult to regulate internet marketing because every conutries aquire different law but internet is global world. Athough internet marketing is regulated, customer cannot accept to internet marketing because customer has already exposed lots of internet marketing which annoy customer.
Q2.It is good opportunity to small business and large multi-nationals because Small business can compete with large business same conditions. Also large multi-nationals can gain same information to every person who use internet technology.
Q3.(1)Actually every phone do not have connection with on-line transaction at the moment.
(2)Some secreat barrier aquire more specific information.
(3)If people lose phone, it can be dangerous because other people can use internet account.
Q1. There is no one universal model for regulating the internet as it is based on the cultures for each of the country which makes the most sense.
On the other hand, government has had a hands-off policy toward online marketing companies relatively free rein in how they use tools that track what people do online and then use that data to deliver tailored marketing messages.
Q2. There will be a definetly an advantages either small or large multi national business in the ways such as: reduces error, create transaction database, increase accountability, mininmize fraud, quicker transaction, elimated equipment, lower transaction cost, faster billing and recurring billing.
Q3. There are few problems that occured using the mobile transaction, such as: small screen that limited data and graphic transfer, difficult user interface, security of network, tecnology constraints and limited bandwidth.
Q1. Internet marketing can be regulated through simple steps that include laws and regulation: for example, limitation of number of ads per page or website. Or, similar to cookies, allowing customers to block ads on like from appearing on their screen.
Q2. I think that first of all large bossiness will benefit from this progress and the expanding of internet and mobile use, as their will have the most resources to translate the trend in to money. Moreover, must large business have a website, unlike small business that have a 25% presence on the web. This strength my clam as it shows that companies need resources to use the internet to their advantage.
Q3. Mobile Phones are vulnerable for breaking in. Only today there was an article referring to the easy accesses internet users have to other people's mobile phones. One woman described how she fall a victim to stocking after her ex-boyfriend follow her every move using only information from her mobile which he was able to break in to. This demonstrate the danger of mobile transaction.
Q1. This case is a bit difficult to resolve because the Internet does not belong to individuals. Moreover, each country has its own policies to control internet marketing. Now days, on-line transactions has become a trend among the people of the world. People prefer to shop on-line via the internet rather than shopping at the store. This is the reason that internet marketing difficult to be regulated.
Q2. This is a good opportunity for small and large businesses. The users of these businesses will have a transaction system that cost-effective, free, secure, automated, integrated and reliable.
Q3.There are some things that can be a problem when doing transactions on-line via mobile phones, such as the screen is too small, feature not complete and a small keypad. Moreover, we may fail to do transactions because batteries run out.
Q1. Internet belongs to no one, although there are some organizations or government would like to do it. Even though we could set a law or some software to restrict internet users, It is very difficult to control internet effectively because people(hackers, scammers) will break those eventually.
Q2. Electronic transactions are easy and convenient. It is not only help small business, but also large business. compare with large business, small business may lost their benefits because customers believe in large company more than small one. However, you have to have a well-organized website, and make people feel secure and handy.
Q3. Mobile phone have some disadvantages. For example: 1. small screen, keypad, everything (disaster for people eye problems or thick fingers). 2. limited memories may not apply fully security, and you may lost your information unconsciously. 3. mobile phones are easier to track, and it is very bad letting someone know where exactly you are. 4. For iPhone, there are some cases that users received a message, and the sender could get every detail and information from their iPhone then destroy everything.
5. Signal is not well connected and all wireless. when you are in an online transaction and suddenly you lost your signal, what would happen to your transacting detail?
Q1. It is really difficult to regulate the internet marketing. Each country has different law and also the government. Actually, the internet marketing is worldwide so, it is not easy to be regulated. Another reason, most people usually think that internet marketing help their life easier and more convenient.
Q2. It is a good chance for both small businesses and large multi-nationals. The reason is that it could help them have a good organization so, it is useful for them. It could exchange information to other customers who use internet to develop their businesses to be successful in the future.
Q3. There are many problems whenever you use mobile phones for online transaction such as small screen and also keyboard. Sometime, battery could be run out which you can not finish completely. The big problem is that if you left your mobile phone, you could be lost whole important information.
Q1.
- Laws in each country
- Agreements from each website
- Agreements from electrical payment firms
- good mind people (an ethical issue)
Q2. Yes!
- It's easy.
- It's can be accessed every where with internet.
- It's cheaper than normal ways. (fee)
- It's fast.
- It can be traced easily.
- It's help environment also (papers)
Q3.
- small screens
- small fonts
- depending on phone signal
- it's normal used in public, then it can be exposed easily.
- short battery life
- it's normally owned by 1 owner, then information is found easily by scammers.
Q1. How can internet marketing be regulated?
It can be regualted at two ends - at the business/marketer end, and at the user end.
It is already regulated at the business end. Businesses operating in Australia must adhere to regulations regarding truth in advertising, misleading advertising and other ethical behaviours. This generally works for businesses based in Australia, serving Australian customers. As other people have commented, this model becomes difficult where international businesses are serving Australian customers. Is an online business owned by people in Africa subject to Australian law? The legal frameworks are murky, and the practicalities are even worse - international law enforcement is extremely expensive and time-consuming, and is generally only pursued for major crime (such as money laundering).
Regulation at the user end is ethically dubious. For this approach, rather than stopping unethical marketing at the source, users are prevented from seeing it at their own computer. I doubt this is technically feasible in the forseeable future - we can't even achieve effective filtering of the 'easier' pornography, malware and splittist views.
I think what Gartner describes is Governments attempting to bring existing laws and regulations into the Internet age. The effectiveness of this will, however, will in practice be limited to domestic businesses operating domestically.
Q2. Will the ability to transact electronically favour small businesses or large multi-nationals?
Both. The Internet is a vibrant marketplace for small companies because there is a much lower initial investment required to set up a virtual shopfront vs a physical shopfront. This enables much more entrepreneurial activity and innovation. It also allows businesses to be sustained with lower overall operating costs and product throughput, making it much more feasible to service niche market segments or take advantage of the 'long tail'.
Large multi-nationals also benefit by being able to increase their global reach, and increase their mindshare by augmenting their physical presence with an online presence. It also allows them to add more value for customers by providing online products (or elements of products, such as bonus material) for extremely low distribution cost. The dynamic potential of the we also allows them to segment their market further and provide a more tailered experience and product mix for each sub-segment.
Q3. What are some of the problems in using mobile phones for on-line transaction?
Current problems are to do with usability. The screen sizes and processing capabilities of the devices make them obtuse and fiddly to use. Most people have trouble using their desktop computer - mobiles phones are even more difficult to use! Some limitations will be lifted in time (such as processing capability), but others (such as screen size and input mechanisms) will require innovation in order to make them easy to use. Apple are on to this - their iPhone can be used to purchase apps and music directly from the device.
Another problem which will emerge is the 'scope creep'. For the last two decades, mobile phones have been devices that do voice calls and text messages. Our cultural norms, individual behaviours, security services, financial accounting, etc have grown up around this model. What happens when the mobile phone gains the ability to make purchases? When it stores our bank details? Security systems for mobile phones were developed with this greater risk. Our own attitudes and behaviour were developed before these new capabilities appeared. How many people thow out or pass on their old mobile phones without wiping/resetting them first? How many people know how to remove the purchasing capability on their phone if it gets lost? A whole generation has grown up thinking a mobile phone is just like a landline telephone attached to their hip. How long will it take before we start to treat it like a digital wallet?
-Kim
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