eBulletin - marketplace ecology

eBulletin - Alan Dix (vfridge limited, aQtive limited and Lancaster University)

marketplace ecology

managing the interconnected market groups of the Internet

This document was first distributed as an aQtive internal report in June 1999. Some examples have been rewritten where they referred to aQtive products that may not be familiar to the reader. As it was originally an internal strategic document the language is imperative and direct. This has not been changed.

download full bulletin (PDF, 131K)

see also: further work on market ecology; related work on the lattice of value, the websharer vision; the vfridge and aQtive web sites

abstract

Traditional marketing focuses on a group of people who can be addressed as a single group for advertising and PR purposes, sharing common traits and likely to be influenced and reinforced by one another's adoption of a product.

The Internet is characterised by many interconnected groups, each with different goals and aspirations, but which influence and interact with one another. Each group could be addressed as a single market, but greater growth can be achieved by exploiting the web of interactions in the marketplace ecology of the Internet.

This report seeks understand the complex dynamics of potential target groups in the Internet in order to position products that exploit these dynamics to achieve maximum growth and revenue potential.

The analogy of biological ecologies is used throughout in order to understand the different kinds of growth effects, but by far the most important are feedback loops which are the essence of all growth.

The report also analyses multiple feedback loops identifying the most important kinds for maximising growth.

The report ends with recommendatioins for designing products which maximise growth:

map out the interactions in our marketplace ecology
identify the major feedback loops and multipliers
where appropriate create new vector products
maximise growth factors especially in feedback loops
minimise lags

@large
Toys for the Boys or Jobs for the Girls. Distinguished Guest Lecture. BCS Cheltenham and Gloucester Branch. 2.15pm Wed. 14th Nov. 2001, CGCHE, Cheltenham, UK.

eBulletin
marketplace ecology - managing the interconnected market groups of the Internet. understanding the way feedback between different groups lead to market growth. bulletin

eBulletin
the lattice of value. principles for designing complementary products that foster their own spread. bulletin

eBulletin
network effects. brief review of network effects and externalities literature in relation to market ecology. bulletin

@large
Cyber-economies and the Real World
keynote at SAICSIT'2001 - South African Institute of Computer Scientists and Information Technologists Annual Conference. Pretoria, 25-28 September 2001. extended abstract and slides

eBulletin
diversity density Measuring the information loss in the supply chain and changes in the new economy. bulletin

eBulletin
artefact + marketing = product Internet products are formed not just by design, but by how they are sold. bulletin
also in Interfaces, no. 48, Autumn 2001

@large
in a strange land: modelling and understanding cyberspace.
Human-Computer Interaction in the 21st Century". Graz, Austria, 13th January 2001
talk paper and slides

eBulletin
market ecology and market engineering understanding the networked market and designing products to transform it. bulletin

@large
understanding the e-Market and designing products to fit.
E-commerce - issues and directions, London, Jan 2000
talk abstract and slides

eBulletin
the web sharer vision - the producer/consumer distinction breaks down on the web, a whole new class of web products will emerge for the new class of web sharers. bulletin

eBulletin
PopuNET - pervasive, permanent access to the Internet. bulletin

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