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Encyclopedia Auction Donation
Dictionary Coffee Forum Shopping Plaza
Library Magazine
Newspaper
Bank
Classifieds
Retail Shop
University Wallet
Supermarket
Wholesaler
Radio Phone
Television Music Shop
Bookstore
Diary
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e-Encyclopedia e-Auction e-Donation
e-Dictionary e-Coffee Forum
e-Shopping Plaza
e-Library e-Magazine
e-Newspaper
e-Bank
e-Classifieds
e-Retail Shop
e-University e-Supermarket e-Wallet
e-Wholesaler
e-Radio e-Phone
e-Television e-Music Shop
e-Bookstore
e-Diary
V  V  

NASDAQ Composite index peaked in March 2000 and burst before 2001
* http://en.wikipedia.org/wiki/Dot-com_bubble

  !  


Webvan.com spent far too much on infrastructure (close to one billion USD).
It went bankrupt in 2001 before it had even turned a profit.
Chowhuay.com went under construction since 2001.
Why did some models go well,
but some go hell?
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r r

r 


50 Baht

200 Baht
0 Baht

It is transaction cost!
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From theory

Fixed cost of exchange billing, invoicing, providing receipts,
and handling payments.

Search costs buyers and sellers search for each other.

Communication costs costs of exchanging information.

Information costs gathering and providing many types of
market data.

Monitoring costs buyers and sellers place their trust in the
intermediary.

In my opinion

Transaction cost is the cost that makes our life difficult.

Normally, we frequently feel that our life are not difficult.
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r r r + r

Manufacturer Customer
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Classifieds Magazine PantipMarket.com
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r

Seller Buyer
  

 
Online Online
Agency Agency

Publisher Advertiser
   



1. Disintermediary
   



1. Disintermediary
2. Be intermediary
   



1. Disintermediary
2. Be intermediary
. Reduce transaction
cost to compete with
existing intermediary
   



1. Disintermediary
2. Be intermediary
. Reduce transaction
cost to compete with
existing intermediary
4. Be intermediary of
intermediaries
 V   

DoubleClick is a big player in display advertising.

Google bought DoubleClick for $.1 billion on April 1


(while YouTube was acquired for $1.76 billion).

Googles net profit in 2006 was $.0 billion.

DoubleClicks annual revenue was about $00 million.

One of DoubleClicks subsidiaries is Performics, the


third rank provider of Affiliate Marketing in US.

What will happen if Google try to step in Affiliate


Marketing business?
  

AdWords

Affiliate Marketer

Product Owner Publisher


   

 

Product Owner Affiliate Marketer Publisher


  

12.5
12.5
15 60

Product Owner
Google & Performics
Affiliate Marketer
Publisher