Course Summary

Why I took the course:

Looking to fill the last of my entrepreneurship concentration requirements, I ran into this course and was immediately drawn to it. It seemed very interesting not only because of the material that would covered, but also seemed one of the most relevant courses in today’s marketplace. Very few courses go in-depth of the digital world that the current consumer faces.

I have also recently been applying my traditional marketing training into the digital atmosphere in various roles – including my dad’s business back home, and a summer internship for an online startup here in Montreal. I figured it would be nice to get some formal training for such a specific field.


What I learned:

Though much of the material overlapped what I already learned in other entrepreneurship classes (business plans, start-up essentials, etc), I was introduced to a great realm of technologies and processes I never knew existed. I knew very little about Internet and online security and it is nice to now have a better understanding of how it works. I find this very applicable because not only is it important for businesses, but also for personal issues.

I also think it’s important to understand the different business models for e-commerce. It’s such a basic thing, but is at the core of all e-business transactions. Having dabbled in the online industry, I’ve been presented with various methods of making money online, and it always boils down to one of these models (not really realizing it until after the fact). These models (media site, collaboration, etc) are a great stepping stone to help any entrepreneur build their e-business.

Context-Sensitive Marketing

In today's fast growing market place consumers are demanding immediate service, customized products, and easily accessible information. As quick response (QR) bar codes continue to grow, businesses can more easily connect online with consumers via offline channels. QR is a technology that enables someone to quickly connect to a designated webpage by taking a picture of a special bar code.




So what does this mean for consumers?

• Easily accessible product information. Say that you’re struggling with how to work your TV. On the back there is a QR – simply scan it with your smartphone and boom – a manual pops up.

• Quick ordering. If you see something in the window of a shop, but it’s closed, you can scan the bar code on the product and be directed to an easy order screen.

What does this mean for e-business?

• This allows for a time to please and surprise customers on "virtual impulse buying". If they like something, and can scan a QR on their phone, they could be presented with a special promotion only offered for QR users. Since they already showed interest in the product, there is a better chance they will continue with an order.

In 2011, Nielson predicts that 51% of all Americans will own smartphones. Thhis is a huge market to tap into for context-sensitive marketing. The challenge lies in whether or not consumers will feel comfortable taking pictures of these QRs. It will require a mutual understanding between businesses (offering meaningful information and distributing the QRs) and consumers (willing to take a picture of them). Time will tell if consumers will change their behavior to “virtual impulse buying”.


source: http://mashable.com/2010/11/11/online-offline-marketing/

Can Verizon Handle the iPhone?

Recently there has been a lot of talk about the iPhone being introduced on the Verizon network in the States. This has interested me the past few months; as an American obsessed with Apple, but locked into a Verizon account, I’ve had to deal with using crappy phones the past few years just waiting for this godly phone to enter the Verizon network. However there is some speculation as to whether or not Verizon’s capacity is up for the influx of new smartphone customers according to this article.

Analysts say that service providers have learned since 2007 how their customers use smartphones and the proper infrastructure required to meet these needs. Verizon learned from AT&T’s struggles to keep a reliable service when they introduced the iPhone, and many believe Verizon will be able to handle the new iPhone enthusiasts.

Verizon must prepare for the incoming needs of new smartphone users when they introduce the iPhone (hopefully in January). By having a proactive disaster recovery plan, they should be able to approach any service failure or downtime with confidence. Their customer’s must also be assured that Verizon’s main concern is reliability which is “… [Their] DNA, it is [their] brand — anything [they] do, or don’t do, in the future, will ensure a good customer experience.”