NEW ECONOMY AND THE INTERNET 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 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