아마존은 왜 하드웨어를 만드는가? (Why Amazon Makes Hardware)

아마존은 왜 하드웨어를 만드는가? (Why Amazon Makes Hardware)

2014. 5. 23.

Prof. Sangkyu Rho Graduate School of Business

Seoul National University

Amazon, Everything Store!

5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School 3

Amazon, Hardware?

5/26/14 4

2007 2011

2014

(CC BY-SA 3.0) Sangkyu Rho, SNU Business School

이쪽 세상 vs. 저쪽 세상


이쪽 세상 vs. 저쪽 세상 •  Hardware vs. Software?

•  Feature vs. Contents?

•  Short Head vs. Longtail?

•  Device vs. Network?


이쪽 세상 vs. 저쪽 세상

•  100,000,000 = 1,000 X 100,000

•  100,000,000 = 10 X 10,000,000


http://organicmedialab.com/2013/03/21/how-to-make-money-in-smart-economy/

Amazon.com in Brief •  Founder & CEO: Jeff Bezos •  1994년 설립 •  1995년 인터넷 서점으로 시작 •  1997년 IPO •  2012년 현재 거래규모(GMV) 970억불*의 세계

최고의 인터넷 소매상 (Walmart 2012년 매출 4,469억불**)

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* http://seekingalpha.com/article/942551-top-10-pick-amazon-financials-understate-growth ** http://www.nasdaq.com/symbol/wmt/revenue-eps

5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School

Amazon.com in 2013 •  매출: 745억불* (성장률 22%)

– Media : General Merchandise : Other = 29% : 66% : 5%

– 오픈마켓거래 15% •  영업이익: 7.45억불* (영업이익률 1%) •  시가총액 1,694억불 (2014년 3월 현재) •  종업원 109,800여명** (2013년말 기준, Part-ti

me 포함)

9 *http://phx.corporate-ir.net/phoenix.zhtml?c=97664&p=irol-newsArticle&ID=1895485&highlight= **http://online.wsj.com/news/articles/SB10001424052702304753504579285133045398344 5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School

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History of Amazon

0.02 0.15 0.6 1.6 2.8 3.1 3.9 5.3 6.9 8.5 10.7

14.8 19.2

24.5

34.2

48.1

61.1

74.5

0

10

20

30

40

50

60

70

80

96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13

(Revenue in $B)

Marketplace

Web Service (Commerce)

Auctions zShops

Fulfillment by Amazon

Associates

Same Day Delivery (09)

Kindle

Kindle Fire

Amazon Fresh (07)


Organic Media Lab, 2014

Amazon Web Service

Prime

Fire TV (14)

•  Commerce

•  Digital Contents

•  Cloud Computing

Amazon’s Business


Amazon’s Mission •  To be Earth’s most customer-centric

company for four primary customer sets: – consumers, – sellers, – enterprises, and – content creators.


Amazon’s Strategy •  Low Prices

•  Large Selection

•  Convenience


How Amazon Makes Money


≈∞ × 0.000…1 = ?

http://organicmedialab.com/2013/03/21/how-to-make-money-in-smart-economy/


Amazon as an Organic Network

5/26/14 23 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School

Amazon as an Organic Network


Why Amazon is an Organic Network?

판매자, 구매자, 협력자의 참여에 기반


http://organicmedialab.com/2013/07/05/why-amazon-is-social-media/

Amazon is a Social Network

30

Amazon

판매자(3rd Party Sellers) Amazon Associates

독자/구매자 (Readers/Buyers)

출판사(Publishers)

저자(Authors)


Amazon


판매자, 구매자, 협력자의 매개를 통한 네트워크의 성장 5/26/14 (CC BY-SA 3.0) Sangkyu Rho, SNU Business School 31


연결에 기반한 새로운 컨텍스트(연결의 가능성)의 제공



What Business is Amazon in? •  Retail Business?

•  Contents Business? •  Connection Business?



“We don’t make money when we sell things. We make money when we help customers make purchase decisions.” – Jeff Bezos –

Connection Business Strategy

Retail Business (Mass Media)

Connection Business (Social Media)

대상 대중(소비자) 개인(생산자/판매자/소비자)

과정 모으다 참여하다

목표 팔다 연결하다


Why Hardware?

5/26/14 37

2007 2011

2014


Anything can be connected!

5/26/14 38 http://edition.cnn.com/2013/05/02/travel/london-city-airport-internet-of-things/

http://www.timothyjwelsh.com/courses/12sa220/2012/04/10/adhd-attention-deficit-hypertext-defence/


Convergence of Everything •  Device

– TV, PC, Phone, Tablet, … •  Contents

– Music, Movie, Game, News, … •  Industry

– Telco, Cable, Internet, …. •  Society

– Social, Economic, Cultural, …


Extension of Amazon Network


Competitive Landscape (Before)


Network Device

SW

HW

Competitive Landscape (Now)


Network Device

SW

HW

How They Make Money

What they sell What they give away

Amazon Contents/Products HW (Kindle, Fire, Fire TV)

Google Advertising Contents, SW (Android), HW (Nexus)

Apple HW (iPhone, iPad) Contents, SW (iOS)

Microsoft SW (Windows, Office) ?

Samsung HW (Galaxy, Galaxy Tab) ?


Amazon is Eating the World! •  Where is the value?

– Device vs. Networks

•  Are there any limits in Amazon’s reach? – Online World vs. Physical World – Commerce vs. Contents – Software vs. Hardware


Recommended Readings •  노상규, “연결된 시장과 스마트 경제,”

http://organicmedialab.com/2013/01/21/connected-marketplace/

•  노상규, “스마트 경제의 3가지 측면,” http://organicmedialab.com/2013/01/30/3-dimensions-of-smart-economy/

•  노상규, “스마트 경제에서는 어떻게 돈을 버는가?,” http://organicmedialab.com/2013/03/21/how-to-make-money-in-smart-economy/

•  윤지영, “왜 아마존은 소셜 미디어인가?,” http://organicmedialab.com/2013/07/05/why-amazon-is-social-media/


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Additional Readings •  노상규, 스마트 경제와 네트워크 비즈니스,

http://networkbusiness.pressbooks.com, 2014. •  윤지영, 오가닉 미디어, 21세기북스, 2014

http://organicmedia.pressbooks.com, 2013 •  Brad Stone, The Everything Store: Jeff Bezos a

nd the Age of Amazon, Transworld Digital, 2013.


Any Questions?

[email protected] www.organicmedialab.com

Facebook: sangkyu.rho Twitter: @srho77