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BUSINESSMANAGEMENTamazon.com*Woe:2%of iPad owners and3%of Kindleowners seiectedDont KnovyNAThesurvey alsocompared thesatisfaction ratingbetween iPad and Kindle,these twodevicesall gethighly rate,and75%of AppleiPad e-Reader customersfeel verysatisfiedcompared to54%of Amazon Kindle e-Reader clients.In addition,from theview ofall these2800people,1%of peoplethink somewhatunsatisfied aboutiPad andnobody showsveryunsatisfied aboutiPad,which haveshown somephenomenon,after all,iPad is a newproduct and enterinto thismarket,but ownersnot onlyto showtheir interestin it,but alsotofeel itdo nothave disadvantages,at leastnot veryobvious,or elsemost of people wouldhaveshown theirdisappointment.Actually just3%of Kindleowners somewhatunsatisfiedit and1%of customersvery unsatisfiedabout thisproduct,this achievementiscommendable.According to the abilityof innovationof Amazon,there is no doubt that itsfunctions and portabilitywill bebetter andbetter.Which of the followingtypes ofcontent doyou currentlyread withyour eBooKReader CheckAfi ThatApplyWhencomparing abouttypes ofcontent beingconsumed betweeniPad andKindle,Kindleowners indicateshigh loyaltyabout itseBook Reader,93%of Kindleowners chooseto readbookson theirown deviceand76%of iPadcustomers regardit as the topchoice ofreadingeBooks.However,in anotherarea,about readingnewspapers,iPadownersare almostfivetimes more likely toread Newspapers and Magazinesthan theirKindle counterparts,and15times morelikely toread Blogsand NewsFeeds.Which of the followingeBook Readerswiii youmost likelybuyFuture e-Rea ierBiiyers-Next90Days Nov2010Which of the followingeBook Readerswill youmost likelybuyiPad KindleNook SonyA SmartOther/Apple AmazonBarnesReader Phonewith DoniKnowNoble SonyeBook/NACapabilityThis barchart demonstratesabout futuree-Reader Buyersin Next90Days,iPadAppletakes thefirst place,42%of intervieweeswant to get itduring theholiday season,and33%ofpeople choose KindleAmazonas theirebook Reader.NookBarnesNoble owns4%of potentialcustomers,Sony ReaderSonyget1%of approvalrates,A smartphone witheBookCapability alsohas abit attractionabout interviewees,2%of themare mostlikely topurchasethe smartphone asan eBookReader.For Amazon,this isa clearpositive thatwillhelp drivegrowth forthe Kindleover theholidays.Moreover,Amazon isamong thehandfulof keyretailers inChange Waveslatest HolidaySpending surveythat arebenefitingmost fromthe overallincrease inconsumer spending,investorplace.com,2010Overall,as the leader ineBook industry,Amazon Kindle is mainlyfacing thepressure ofcompetitionfrom tabletcomputer industry,such asiPad,these twoindustries alltry theirbestto becomethe mainstreamof thenext-generation mobileInternet equipment.Researchshows mostpeoplechoosethe formerone betweenthe functionof“multi-function”andperfect readingexperience^,some peopleeven tookiPadandKindle comparedto thecomputerand thecalculator respectively.For mostordinary people,if theyalready havecomputers,then thecalculators,convenient butnot functional,are notimportant asbefore.However,cost ofproduct Amazon Kindleisnot toomuch,then Amazon Kindle hastheprice advantage,therefore,how tomake useof thisadvantage is very importanttoget moremarket share.MarketingIn generalterms,marketing refersto whatan organizationmust doto createand exchangevaluewith customers.Silk,A,J,2006According to this definition,Amazon totallyhas theability to constantlycreate thecore valuefor customers,after all,asthelargest onlineretailer,Amazon9s marketingisnodoubtthatone of the bestonline marketingcompanies.Amazon Associateis one of thefirst onlineaffiliate marketingprograms andwas launchedin
1996.No matterwebsite owners,Amazon sellers,the Amazon Associates ishelpful tofindsolutions tosolve the marketing problem,facebook.com,2010Unique marketingstrategies arethe mainfactors tomake Amazon.com success,forexample:
1.According to the differentinterests ofindividuals,when Amazonsells a book toclients;the systemwill automaticallykeep theirclients Emailmailbox and the booksdetails.Compared to the traditionalway tosell books,Amazons networkmarketing andpromotionmethod ismuch morespecific.
2.Customized andpersonalised Webinterface makeconsumers feelcomfortable,andthey aremorelikelyto purchaseproducts onAmazon.com.More specifically,Amazon hasthousandof customers,but eachcustomer hasthe specificrecommendation aboutthe listofproducts classificationwhat haveinterests.
1994.We alsoexplained andanalyzed thefront andback technologyofAmazon.com andfound outAmazons maincompetitors in the onlineretail.Then wefocuson the marketing ofthee-commerce,indentified theproblem withAmazon.com andthemarketing shares,segment andmarketpositioningofAmazon.Overview ofAmazonAmazon isa Fortune500American e-commerce companyin Seattle,Washington.It isthelargest onlineelectronic retailerin Americaand It is alsotheleaderof e-commerce alloverthe world.Jeffrey Bezosbuilt Amazonin
1994.Its websitewasbuiltin
1995.It startedas abookretailer,now theyexpanded theirproduct offeringsfor internationalsites,worldwidenetwork offulfillment andcustomer servicecenter.Today,Amazon offerseverything notjustthe books.Amazon operatesites inthe UnitedKingdom,Germany,France,Japan,Canada,Italy,and ChinaJoyo.com andmaintain over40fulfillment centersaround theworldwhich encompassmore than
17.5million squarefeet.These websiteare separatedbutthe websitemodel isthe sameone.Amazon wentpublic in
1997.Its firstshareholder Bezoswrotethe letterfor Amazon.coms success:Start withcustomers andwork backwards...Listen to customers,but dontjust listentocustomers-also inventon theirbehalf...Obsessover customers/5This policywas backedby astartling businessphilosophy-Bezos plannedonoperating ata lossfor4-5years.It was not until2001that Amazon.com posteda netprofitat aminuscule one-cent pershare.Yet,despite itsbizarre business strategy,Amazon.comclaimed over
1.4million customersafter onlytwo yearsof beingonline.Amazons revenuesaretriple thoseof itsnearest competitorStaples Inc.Now,45million bethe customersat Amazon.com.They buyeverything frombooks tofashionproducts tojewelry tochildren toys.It becomeoneofthe mostfamous brandnamesin theworldandgarners anestimated50%of itssales fromoverseas consumers.Amazonsurviving thedot-com bustinthelate1990sandearly2000s,Amazon passedthee-stormsand nowprosperous inthe retailmarket,challenging vendinggiants likeWal-Mart and haveits ownaim.It targetstwo goals:the newtechnological innovationand satisfactionof acustomerfulfillment.Amazon hassteadily grownfrom asmall bookretailer intoamultinational giant,a kingoftheinternet andinternational retailer.Annual20092008200720062005Sales Data$
19.2$
10.7$
24.5$
14.8$
8.5Net SalebillionYoY%chg
27.9%
29.2%
38.5%
26.2%
22.7%Excluding
28.8%
28.3%
34.8%
26.0%
23.7%F/XAmazon.com-Annual SalesGrowth Yo¥%Chg■Total Sales■Excluding F/XRetailS3ils.comNet salesincreased28%year-over-year to$
24.5billion in
2009.This is15times higherthannet sales10years agowhen theywere$
1.64billion in
1999.Amazon.comWe cansee fromchart thatAmazons salesgrow ina speedway everyyear.It demonstratesAmazonhas ahuge customergroup andits customergroup increaseyear byyear.Butconsider withApple wenttothee-book market.It isa bigchallenge for Amazon,retailsails,2010ProductWhen Bezosbuilt Amazon.com in1995,it onlysold booksonthe website.According totheexpand,Now Amazonhas branchedinto music,DVDgames,Kindle,electronics,computer office,home,garden pets,toys,children baby,clothes,shoes watches,hobbies,sportsleisure,beauty,tolls andcar.Everything inthe normallife youwant canbuyintheAmazon.com.Today itis notjustabookretailer.It isane-commerce giant.AMAZON TIMELINE19941995199619971998199920002001200220032004200520062007200820092010It isa improvingwhen Amazonreleased Kindle.It changespeoples readinghabit.Peoplecan useKindle toread manyby thiseBook.You donot need to buy one bookand justcanread thisone book.You canbuyoneKindle toread anybook.Itisvery convenience.Wedo notneedtocarry manybooks orbuy withus.The onlineretailer,Amazon,has reporteda16%rise inthird-quarter profit,as itsKindlee-book readercontinues tobolster sales.Amazon madea netprofit of$23Im£147m inthethree monthsto September,up fromthe$199m itmade inthe sameperiod ayear earlier.The Kindlelaunched inthe USin
2007.Since goingon salein othercountries,includingthe UK,in2009,it hasbecome Amazonsfastest-selling andbest-selling item.BBC,2010Amazon launchesfilm studiodeal forscreenwriters.Amazon saysits gettinginto thefilmbusiness ina dealwith Hollywoodstudio WarnerBros.The onlineretail firmis launchingAmazon Studios andis invitingfilm-makers andscreenwriters tosubmitfull-length moviesand scripts.BBC,,2010eBook MarketBreakdown■Amazon/kindle■Apple/iPad■BarnesNoble■Borders/KoboAmazon paysmore attentionto itseBookandentertainment.It collaborateswith thebigbook companyand famousentertainment companyto increaseits competitivenessin theareaand takethis opportunityto enhanceits market shares.Amazon added21new productcategories aroundtheworldin2009,including AutomotiveinJapan,Baby inFrance,and Shoesand Apparelin China.Amazon Web Services continuedits rapidpace ofinnovation,launching manynewservices andfeatures,including theAmazon RelationalDatabase Service,Virtual PrivateCloud,Elastic MapReduce,High-Memory EC2Instances,Reserved andSpot Instances,Streaming forAmazon CloudFront,and VersioningforAmazonS
3.AWS alsocontinuedto expandits globalfootprint toinclude additionalservices inthe EU,a newNorthernCalifornia Regionand plansfor apresence inthe Asia-Pacific Regionin
2010.Thecontinued innovationand trackrecord foroperational performancehelped AWSadd morecustomersin2009than everbefore,including manylarge enterprisecustomers.Approximately7million customerreviews wereadded towebsites worldwide.Amazon.comTechnologyPeople onAmazon Companybelieve thatmost greatinnovations areconstantly crucialtograsp theabilityto develop theworld.Amazon.com,2010Therefore,Amazon regardstechnology asthe mostimportantfactortodevelop,because allthefeatures ofservices are based onthe newapplied technology.The massivecoretechnology ofAmazon isbased onLinux operatingsystem.,2010There aremany technologicaldevelopments insome areas,like thecustomers9informationsecurity,search functions,customer orderingsystem andso on.In fronttechnology,a number of secureoperating systemsensure thatthewebsitewould besafeenough toaccept customers9orders andtransactions.Fast Orderingwith1-click“would solvemassive searchingproblems.When customersordered someproducts,the communicationaddress andcredit cardnumber willbe storedsafely.Then ifcustomerswant topurchase somethingelse,they justneed oneclick,and then thenetworksystem willhelpthem finishall thefollowing formalities.The datawarehouse ofAmazon canstorage amessof information,inthemeantime,Amazon asksthe NetscapeSecure CommerceServermaking useoftheSSL which isasafety technologyto storecustomers personalinformationas wellas creditcard numbers,,2010On theother hand,for developersandenterprises,not justordinary customers,Amazons technologiesare obviousas well.TheAmazon WebService Stackisveryimpressive inits contentsby enterpriseswhich areoperatingthe newweb,such asMicrosoft.The AmazonWebServiceStack containsthreeaspects ofservices,namely eCommercesources,Search Solutions,Infrastructure Solutions,readwriteweb.com,2010These servicesarebasedontheAmazonS3,whichisseen asanexcellent deviceperforming betterthan traditionalHard Diskbecause ofgreat storagecapabilitiesand convenientinexpensive infrastructure,,2010The backtechnology refersto supplychain managementan inventorystock management.When Amazononline bookstorefounded,it wantedto formcore competitivenessin theaspectof performingorder management.Thus Amazon used zeroinventory*strategy,which meansthat onlinebookstore receivedthe ordersfrom customers,it directlyorderedbooks fromthe publisheror distributors,and then delivered thesebooks,Amazon didnotundertake inventory,so therewasnorisk andlow cost,and then the discountfor customerswould be higherthan ordinarybooksellers.At earlystage,the supplychain andbusinessprocesses wereproduced accordingtothisstrategy.But Amazonrealised graduallythatthis waycould notcontrol adequatelyabout supplychain,customers*purchaseinformation andits partners,thenthegiant ofenterprise cameup witha newidea,Amazonmodified itsbusinessstrategy,more specially,Amazonusedmixed methodinstead ofzeroinventory,namely forhigh requirementamount ofproducts,Amazon holda lotofinventory,oppositely,for lowrequirements numberor hugevolume ofproducts,Amazonasked partnersto managementthese inventories.In thiscompany,the itemswere unpackedandthendeliveredtothecustomers.So,Amazon wasactually atrans-shipment centreandcontrolled thatthewholeprocess ofdelivery fromthe distributortothecustomer wasdonevery well,icmrindia.org,2010This strategywouldbesupported byadvanced technique,thenthedatabase willplay acrucial roleto handlethese problems,and rightnow therearemany shippingand deliverymethods toattract clients,like SuperSaver Shipping,amazon.com,2010Although Amazonowns manygreat technologies,hackers areinterested inits technologiesandtake pridein crackthem.Therefore,developing itssecure systemconstantly isbeingthe mostimportant jobto work.CompetitionIn recentyears,E-Book Readersbecome apopular productandhavebeen acceptedbymore andmore peoplebecause ofconvenient andunique.AmazonKindle,Sony Reader,and iPadall haveentered intothis specificmarket.In thenear future,Google E-BookReader willalso competewith them.At themoment,iPad isthe maincompetitor ofAmazonKindle;they areall verypopularand havea largenumberofcustomers.A surveyfrom ChangeWave,an independencemarketresearch company,investigates2800people,who havegot eBook readers.This graphillustrates thatin2010,themarketshare ofiPad ineBookreadermarket growsrapidlyfrom16%on Aug10th to32%on Nov10th.In themeantime,themarketshare ofAmazonKindle decreasefrom62%to47%.The leadingposition ofAmazonKindlehasfallen becauseofthethreats ofiPad.Moreover,Sony Readerhas got5%ofthewholemarket shareandtheBarnes andNoble Nookholds4%of entiremarketsharerespectively.。