NEW ECONOMY AND THE
INTERNET
Prof.Dilber Ulas
Ankara university
SBF, 2018
contact @politics . _ ankara .edu.tr
LET'S THINK!
.
“The
basic premise of
.
the knowledge
economy is the
creation and licensing
of intellectual property
and copyrights to the
whole world”.
?
When a company makes an invention, the first
question to ask is whether that invention can be
protected.
If the invention is new, not attributed to a skilled
person, and has an industrial application, it may
be protected by a patent. It may also be decided
to commercialize the patent by licensing it to
others, thus maintaining the usage rights at the
same time.
Creating Value from Intellectual
Property
Şekil 1.4.2: “Eski” Değer Zinciri (Sullivan, 2000)
Let's think!
How do the information and communication
age we live in and the developments in
information technologies affect our lives?
What are the environmental factors affecting
global marketing and can they be
controlled?
!
Overcoming geographical distances
Expansion of markets
Supply, production, marketing
Global competition
differentiation
Changing customer expectations and
behavior
Examples;
Supply
Retail, wholesaler
Banking
Accomodation
Determining the mode of transportation
the market research
State
New business models
the knowledge economy brings;
Constantly accelerating technological
advances
and digitalization / internet economy,
electronic trade,
Increasing research and development
activities,
The human resources profile
radical changes,
Increasing informatics and knowledgeintensive activities,
shortened product life cycle,
globalization of markets,
The blurring of differences between
What do you think
What are the business rules in the new
economy?
Business rules in the new
economy
time, speed
Partnerships, strategic cooperation
Outsourcing
Change in organizations
think local , act global approach
end consumer
customer focus
New distribution channels, no intermediary
Shortening of business processes
Real-time fulfillment of requests
Change of venue size
Adding creativity and invention to factors of production
Sample
Shopping site
health site
transportation site
GSM operators forwarding the phone of
the Turkish embassy by message as soon
as you go out of the country
(Live support lines)
Network Economy
It is a concept that was introduced due to the
transfer of all economic and commercial
activities to the network.
With the emergence of the new economy ;
Digitalization
Globalization
R& D and technological development
Change in personnel profile
E commerce and Classic
Commerce
Communication twoway
Feedback is easy
Interactivity
technologically new
customer-centric
Communication oneway
No feedback
Unidirectional printing
Its technology does
not change
Product and service
centered
The Difference of Electronic
Commerce
Interactivity
Customer-company relationship exchange,
active customer, reciprocity
Utilizing technological tools
Change of business processes
Outsourcing
benchmarking
strategic cooperation
New approaches in the value chain
.
.
What do you think
What are the changes in consumer expectations
and demands? How is the consumer defined in
the digital economy?
Are online shoppers only final consumers?
Think about the sectors you work in !
Changes in consumer expectations and
demands
(Final consumer, industrial consumer)
It wants to be able to get the right goods, services with
high quality, at the right time (fast), at the right place, at
the right price, at once, without errors. He wants their
changing needs to be taken into account, from the
design to the delivery of products and services.
There are many alternatives. He likes it hard. Price
sensitive.
One-to-one customer relationship
E-Customer:
A person who buys products and services over
the internet . Features of e-customers:
1. To be able to master advanced information and
communication tools
2. To be able to research and compare products
and brands in the market
3. They communicate with each other and request
the same products or services.
4. Absence of time and place constraints
Household Information Technologies Usage
Survey, 2014
The rate of individuals using the Internet was 53.8%.
Regular internet users have increased.
The rate of households with internet access was 60.2%.
In the first three months of 2014, 58% of individuals used a mobile
phone or smart phone to connect to the internet wirelessly outside of
home and workplace, while 28.5% used portable computers (laptop,
netbook , tablet, etc.).
The rate of individuals using the Internet to order or purchase goods
or services for personal use over the Internet was 30.8%. The rate
of those who shopped online in the previous year was 24.1%.
The rate of individuals using the Internet in the twelve-month period
covering April 2013 and March 2014 for personal purposes in
communicating with public institutions/organizations was 53.3%.
Turkey Internet Market
The age group with the highest computer and Internet
66% men, 34% women
usage rates is 16-24
Average age for men and women
is 26
22% university graduate
68% single
45% work, 37% attend school
39% speak English
52% have a PC at home
91% have cell phones
84% watch TV every day (3 hour
on average)
63% listen to the radio every day
(2 hours on average)
Connected to the internet for an
average of 2.5 hours a day
It connects to the internet an
average of 22 times a month.
Individuals using the internet in
the first six months of 2014;
78.8% use social networking sites,
Reading online news, newspaper or
magazine with 74.2%,
Searching for information about goods and
services with 67.2%,
Download or play games, music, movies,
images with 58.7%,
Sending-receiving e-mails was followed by
53.9%.
According to the results of the Household Information Technologies
Usage survey conducted by the Turkish Statistical Institute every year,
The rate of online shopping showed a rapid acceleration every year
and reached 18.6% in 2011. In the latest research conducted by
Google on the Retail Industry, the change in consumer purchasing
habits draws attention.
In the research carried out with the participation of 1000 people; In
the sectoral distribution, the increase in white goods,
clothing/accessory and cosmetics categories stands out, as well as
electronic goods. In the study, it is also observed that mothers use
the internet quite actively while researching and purchasing
products in their shopping.
Internet Development in the
World
 1969 US Defense _ Ministry of Forward Research projects Agency ,
ARPANET name given and 4 universities each other binding a Network
created . This structure became more popular in the 1970s and 80s .
lots establishment into will receive way expanded .
 after 1985 this infrastructure more
lots academic based ( univ . )
organizations _ by adopting academic to use open a network the one
which... INTERNET turned into ( ARPANET military wing as MILNET
left ).
 1992-19 After 1993 's commercial organizations in to the internet
including to be they started and this Contact network world around
became widespread .
After 1995, we see an increase in e-commerce activities over the internet.
Internet in Turkey
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BITNET/EARN connection of univ.
1987-1993 TUVAKA
April 12, 1993 : First Internet Connection METU - USA ; 64 kbit/second
1994-1996 : other connections and increased line speeds
1995-1996 : Expansion of Commercial and Private Use
October 1996 : Turnet Started Serving
October 1996 : ISPs started to provide Internet Service to people.
1997 : UlakNet started to work.
1997 : Internet Access Point Agreements between Turnet and ISPs
1998 : TTNet
1998 : The first Turkish e-commerce websites
1999 : Direct satellite links of private institutions
2000 : KabloNet started to work (Speed: 64-400 kbit/sec.)
What will change by 2015 in the 44-page 2015 retail trends report,
prepared jointly by PricewaterhouseCoopers and TNS Retail Forward :
“Interconnectivity” will be a general way of
life. Information sharing, communication
and socialization of people will be shaped
around this concept.
Many retail concepts will change or
disappear completely
Expenditure on a product as well as on
services and services offered with it will
increase
What will change by 2015:
Technology will be extremely important. Technology will
be the main factor in the areas of cost reduction, wider
network and standardization
Digital and personal media will continue to grow. There
will be many new platforms, such as social media, where
people will share their impressions and communicate.
The importance of the value chain will increase. People
will demand that companies produce more value while
offering more advice and information.
Retail trend forecasts in 2015
The concept of shrinkage will show its effect in almost
every field. People will want to live in smaller but more
personal spaces. Except for hypermarkets, this trend will
affect products, product sales places and people's living
habits in general.
People will begin to consume less what is popular and
common, and more what is unique to them. Concepts
such as special series, limited editions, personalization,
designer products and fast fashion will gain importance.
Retail trend forecasts in 2015
promise to establish a lifelong relationship with their consumers
through different concepts, and offer different concepts for different
segments locally if necessary, will be successful.
Sales channels will increase. With concepts such as catalog sales,
online sales, and mobile shopping, the focus will now be on the
question of what should be in a store instead of what a store is. With
the concept of multi -channel, there will be new perspectives on
different sales methods and connections.
Retail trend forecasts in 2015
In the future, customers will be closer to companies in product
development and design processes. There will also be less risk for
companies that engage better with their consumers during the design
process.
Consumers will take full control. Consumers will want to buy the
perfect product when and where they want it.
What do you think
What does the transformation into new
economy companies (e-business) mean?
How can it be done?
Transformation into new economy
companies (e-business)
It is the restructuring of processes from
supply chain to customer relations. To
expedite processes and respond in real
time.
?
Can you give examples of companies that
perform e-Transformation?
At what stage do you think companies are in
the transition to becoming an e-business?
E Conversion
1998 Hepsiburada.com _
2000 Yemeksepeti.com _
2001 gitgidiyor.com _
my insurance.net
E Business
to have a vision
Being a website (static, dynamic)
to be accessible
Buying, selling, payment, order tracking system,
video, photo apps
mobile communication technologies
Hotline, live support, chat rooms
Real-time bidding
Collaboration with blogs
Social networking apps
Pre-Internet
Monologue
one-way function
mass communication
Static
No communication between customers
Difficult to identify customers
Customer management is difficult
Post Internet
Dialogue
personalized marketing
Real time
Dynamic
Joint participation
The market is segmented
Intensive customer communication
More customer data
HOMEWORK
What are the applications that are beneficial
to the end consumer, citizens, institutions
by researching e-applications developed
using information technologies in your
environment?
Example: e-government, e-municipality