Week 10
November 26, 2009 at 4:26 pm | Posted in E-Commerce, Personalization | Leave a commentTags: amazon, ecommerce, Personalization, recommendations, xbox 360
This week I have been asked to explain my view on personalization in e-commerce. Personalization of web pages is based on the characteristics of an individual such as their interests. Personalization implies that the changes are based on implicit data, such as items purchased or pages viewed. I am all for personalization as I believe it helps the user to discover more items based upon their interests on previous products they have bought. This as a company can only benefit them as this method could tempt customers into purchasing more. I have a few examples shown below.
There are also some criticism of personalization like customers saying it does not work and is a waste of money. This can be down to the product type and how often a user purchases of a certain website. New users can’t expect to see all their interests appear infront of them after only purchasing one item. It can take up to at least 10 products before a good knowledge of the customer can be created. The recommended items also depends on the product as some products may not have an ideal match therefore may show irrelevant recommended items. Also if you buy your children games or products then these kind of products may be found within your recommended searches.
A website that uses personalization throughout its website is Amazon. When a user signs up to Amazon, they gives personal details such as name and email address. This information is used to create personalized greetings throughout the site such as “Hello, Simon”. It could also come in the form if email with your name titled at the top. This is known as explicit personalization because the site creates greetings using information obtained directly from the customer.
Amazon also provides customers with personalized product recommendations based on their previous purchases and the purchases of customers with similar interests. This type of personalization is implicit because the site is tracking purchase information behind the scenes, without direct customer participation. My account on Amazon shows my recommended items are for the Xbox 360 as I have bought Xbox 360 games from Amazon before.
Week 9
November 20, 2009 at 6:12 pm | Posted in E-Commerce, Paddy Power | Leave a commentTags: adwords, google, key words, Paddy Power
This week I have been asked to find twelve key words that can perfectly describe my website, Paddy Power, and be used as part of an Adwords campaign. I used the Google Keyword Tool which finds key words that have been searched for in that month and for the 12months previous. Typing paddypower.com into the ‘website content’ bar returned these results.
The screenshot below shows the different terms to which keywords have been put under when paddypower.com was searched. Most key words come under the term ‘betting’ which is expected. Other top key term come under football betting and sports betting which is the main reason of the website.
The result of a broad match type search shows a list of key words under different term headings. A broad match type means your ad is shown on similar phrases and relevant variations. For example, horse racing returned 1,830,000 searches in Google over the last 12 months. Whereas in a phrase match type search, which means your ad is shown for searches that match the exact phrase such as “horse racing”. This query returned 1,500,000 results in the last 12 months. The final match type search is exact which allows your ad to show for searches that match the exact phrase exclusively. An search including this would be [horse racing] which returned considerably less than the other two match types, 246,000.
For this search I took off ‘group keywords by common terms’ radio button to find how all keywords ranked in a list in relation to each other. This means the match type is not affected. Top 3 keywords in this search are sports, horse and horses. I believe many of my top keyword results are similar to others such as horse, horses, races and horse racing. I have limited this to just one keyword called horse racing in my list of twelve.
The graph below is from Google Insights for Search and shows the interest over time in paddypower.com. It also shows regional interest and as you can see Ireland is the main region of usage.
This time I used Googles search based keyword tool. I typed paddypower.com into the website box and the screenshot below shows the results I got. Results were surprising. I had expected the common keywords like betting, horse racing and gambling to be high but they weren’t in the list. Key words such as ‘win money’ and ‘online competitions’ were present along with Spanish results like ‘partidos en directo’.
My final list of 12 keywords would be:
Sports Betting
Horse racing
Gambling
Football betting
Bookies
Win money
Live betting
Free bets
Betting
Online bingo
Betting Odds
Paddy
I have chosen these 12 key words as I believe each of them best describe my e-commerce website.
Week 8
November 12, 2009 at 8:46 pm | Posted in E-Commerce, Paddy Power | Leave a commentTags: alta vista, betting, bookmaker, gambling, google, Paddy Power, search engine
Using my website, Paddy Power Online, I have been asked to assess the ease with which you can find your site using a search engine. Typing Paddy Power into a search engine will obviously bring up paddypower.com as the top result so there was no need to perform this search. Instead I used key themes to perform a search and to see where my website was ranked.
Firstly, I used Google and searched ‘betting’. With this search, Paddy Power was ranked 8th with its competitors William Hill, Ladbrokes, Bet365 and Betfair all above it. Paddy Power does have a paid for search result down the right hand side of the search. This is titled ‘Paddy Power Free £50’ which will be a pay per click ad.
Next, I did the same search but using a different search engine, Alta Vista. Again, Paddy Power is ranked 8th in the results though has a paid for search result at the top. Paddy Powers main competitors are still ahead of them in the search results but not as many as the Google search.
I performed another search suing 2 different search engines though changing the key theme. In Google, I searched ‘bookmakers’. In this search, only Coral and Wikipedia ranked higher than Paddy Power. None of Paddy Powers big rivals such as William Hill, Ladbrokes or Betfair appeared in the first page of results. William Hill did have a sponsored link though whilst Paddy Power did not on this occasion. I have a screen shown below.
I searched the same key theme within Alta Vista and my results were as follows. Paddy Power ranked 6th with no sponsored link. Competitors such as William Hill and Coral were the only bookies to rank above them.
Overall, I think Paddy Power has performed quite well in search engines. In each search they have appeared on the first page and have quite a few sponsored links. I believe they are competing well with the mainland bookies considering they are an Irish based company.
Week 7
November 6, 2009 at 5:30 pm | Posted in Cloud Computing, E-Commerce | Leave a commentTags: Cloud Computing, E-Commerce, internet
What is Cloud Computing?
After looking through various terms of cloud computing I have found an ideal description for cloud computing. Cloud computing is a system which relies on sharing computer resources rather than storing applications within local servers or personal devices. This means people can access their data or application from anywhere which has internet access and this system involves no installation. This type of service allows for more efficient type of computing and is usually charged by time, usage and space requirements.
Cloud computing has three main areas – Software-as-a-Service (SaaS), Infrastructure-as-a-Service (IaaS) and Platform-as-a-Service (PaaS).
Cloud Computing Impact on E-Commerce
‘Some IT experts are predicting that within the next five years, nearly 90% of all e-commerce businesses will be leveraging some form of cloud computing in their operations.’
The speed of your ecommerce application will be five times faster than normal e-commerce sites. A selling platform can be created from a branding initiative and orders can be taken within a few weeks. Applications in the cloud can be built for a huge reduction in price compared to usual ecommerce costs. Running your e-commerce business in the cloud helps make it easier to do business with customers by simplifying interactions and driving down transaction costs.
Benefits
- All that is required is a basic machine with internet access. The cloud computing service does the rest. Devices include home computer, laptop and mobile phone.
- Daily backups and data recovery from the service mean data is always secure which benefits small companys that do not requite an IT department.
- Data can be accessed from anywhere that has internet access. This is useful for group work where editing and updating can be done by all members of the group.
- Larger amounts of information can be stored in a cloud computing system. Limitless data can be stored as no hard disk is being used.
- Using cloud computer enables much easier business to be done between customer and company.
Problems
- Consumer data is stored online and if the cloud computing servers are hacked or infected by viruses then customers details are at risks and the applications will be inaccessible.
- Bandwidth normally needs to be high to be able to download off cloud computing so a high speed connection is desirable
As a final conclusion to cloud computing, I have found out that it shall be quite dominant in computers in the years ahead.
Week 6
October 30, 2009 at 4:12 pm | Posted in Paddy Power | Leave a commentTags: betting, bookmaker, efficiency, gambling, Paddy Power, supply chain
I would say Paddy Power Online doesn’t use Upstream Supply Chain as they don’t have suppliers or intermediaries. The only information Paddy Power requires for its site is odds on the numerous different events it offers. These odds are set by the bookmaker and can vary throughout different gambling companys.
Downstream Supply Chain involves the transactions between an organisation and its customers. This is the only type of transaction that occurs on Paddy Power Online. Paddy Power displays the odds for an event on their website and a customer chooses these odds and places a stake to them. When the customer clicks the submit button then their stake is processed and they get a bet receipt with there even, odds, date and stake on it. You could also include the information a customer submits when signing up to an online account such as their bank number and security code. The customer is giving the company their card details which will be held within the company when a customer signs in.
A push supply model within Paddy Power could be offering special offers on events. This will attract customers into wanting to place a bet on this event. Offers such as ‘Place £20 on the winner of Chelsea v Liverpool and receive a free £5 bet on first goal scorer’ are common on the website. The free bets you receive when you create an online account could also be a push factor.
Pull factors could include offering better odds than other companys. As the biggest bookmaker in Ireland, Paddy Power will want to try and grow within the United Kingdom though it has massive competitive rivalry. Customers will obviously choose the company that has the best odds that will get them more money in return.
Paddy Power online would involve vertical integration as its activities are undertaken and controlled within the organisation. Paddy Power doesn’t use any third party to help with the supply chain.
I would say the Paddy Power supply chain is quite efficient. The job it has to do is take bets and pay out money if a bet is won. This is done every day without fail and customers keep coming back due to its professional action. If problems do occur with bets then live help is available and resolved within an hour of question.
Value networks in my website would be betting transactions which would be a tangible value. Another tangible value would be a receipt of a bet. Intangible values could be odds. They never stay the same and are changing frequently.
Week 5
October 23, 2009 at 5:51 pm | Posted in Paddy Power | Leave a commentTags: betting, buyers, competitors, customers, gambling, Paddy Power, promotions, suppliers
The Threat of Substitute Products and Services
Paddy Power does not have the threat of substitute products or services.
The Threat of the Entry of New Competitors
Paddy Power has many different rivals including William Hill and Ladbrokes, who are English based companys. With Paddy Power being the biggest bookmaker in Ireland then competition has been increased for the English based bookmakers. Paddy Power has to ensure they keep their high status within Ireland whilst also trying to make themselves bigger in the United Kingdom.
The Intensity of Competitive Rivalry
There is massive competitive rivalry within online betting. Different bookmakers will provide numerous offers each week on different events. Offers such as ‘Spend £20 on the outcome of Manchester United v Liverpool and receive a free £5 bet on first goalscorer’ are common around the different companys. To attract customers to sign up for their online account, bookies offer a free bet proposal. For example, open an account with Paddy Power and place a £25 bet and receive a free £25 bet. Different bookmakers offer different deals and whatever offer stands out to potential customers, this could sway their decisions. A companys website is also a big factor. A customer will enjoy coming to an easily accessible website than a website which cause trouble and frustrates the user. The most standout rivalry is probably what bookie offers the best odds for events. Bookies can change these as often as they wish up until the event starts and can even allow live betting on some events. Comparing various bookmakers on the outright winner for X Factor this is what I found out.
Ladbrokes – Lucie Jones – 6/1.
William Hill – Lucie Jones – 13/2.
Paddy Power – Lucie Jones – 8/1.
If you think Lucie Jones will win the X Factor then I know where I will be placing my bet.
The Bargaining Power of Customers/Buyers
Again best odds and promotions will sway a customer’s decision. Many people have more than 1 account online and if one site has better odds than the other then that bookie will get their business.
The Bargaining Power of Suppliers
This doesn’t apply to my site as online betting involves the company deciding on odds for different events and not be supplied from elsewhere.
Week 4
October 16, 2009 at 12:15 pm | Posted in Paddy Power | Leave a commentTags: betting, conditions, cookies, encryption, gambling, Paddy Power, terms
7. The terms and conditions for Paddy Power seem very reasonable. Basically the terms and conditions are telling the customer that what they enter into the website and confirm is what is held about you. Examples include the stake you enter and personal information. One term and condition I found unusual was Paddy Power does not accept bets or play from US Residents. I checked other competitors in the online betting business and got mixed answers. Labrokes has nothing mentioned about not accepting bets from US customers while Betfair does not accept bets from US customers.
A term and condition within Paddy Power which means bets cannot be returned or changed reads ‘It is the customer’s responsibility to ensure that all the details of their bets are correct. Once the transaction has been confirmed bets cannot be cancelled by the client.’ This is up to the customer to place their bet to their knowledge that it cannot be readjusted and returned.
8. Paddy Power knows it is vital that customers must be entirely satisfied that their personal details are 100% secure before they begin betting within the site. Paddypower.com uses a 128 bit SSL (Secure Socket Layer) encryption. This means that all personal and financial information sent to and from our site are encrypted to the highest industry standard and that only the Paddy Power staff can decrypt and read this information. Customers may be asked to verify the information they provide to help protect the PaddyPower company and themselves. This is carried out in accordance with the data protection act.
9. A cookie is a small file placed by a Web site on your computer’s hard drive. This file has no information about you personally, but identifies your computer when you return to our site. Paddy Power uses cookies within its site to help personalize the online experience for the customer. Cookies can track the length of time you spend on the site and to store frequently used user information.
Week 3
October 9, 2009 at 2:45 pm | Posted in Paddy Power | Leave a commentTags: betfair, betting, encryption, ladbrokes, Paddy Power
4. Competitors of Paddy Power include Betfair and Ladbrokes. These are 2 London based bookmakers. They are 2 of the most widely used within the United Kingdom.
The graph below shows Paddy Power against 2 of its competitors in the online betting area. The graph is visits from American viewers and is only a rough estimate. As you can see from the graph, the more widely viewed company is Betfair.com. Ladbrokes isn’t too far behind in visits either. Lacking behind is PaddyPower.com though at this current time it is right behind Ladbrokes.com in page visits. The reason behind this is probably due to PaddyPower being an Irish based company against 2 mainland betting companys. The mainland has a higher population than Ireland so therefore many more people will use their English based betting companys.
http://www.quantcast.com/paddypower.com
5. These are the processes taken from going to PaddyPower.com to getting your receipt from placing a bet. Firstly, typing PaddyPower.com into the browser will go directly to your website. Browsing through your website until you find what you want. When you find what you want, a bet slip will appear. It will show your choice, the odds of your choice and the stake you would like to use. Clicking the Bet Now button will place your bet and a bet receipt will appear.
Some of the technologies used in typing the web address into the browser and purchasing include encryption and a payment processor.
6. Digital television betting has been introduced quite recently such as SkyBet. I don’t think this kind of channel will affect online betting too much. It is just as convenient to go to the computer and log into your online account and place bets than sit on your sofa and use your remote control. ITV has also an digital tv betting area. Maybe with the growth of betting and with a few companies already with digital tv betting, more companies will follow their lead.
Week 2
October 2, 2009 at 8:03 am | Posted in Paddy Power | Leave a commentTags: betting, Paddy Power, sports
1. The website I have chosen is Paddy Power Online Betting. Paddy Power is Irelands largest bookmaker and has a reputation for funny and often controversial advertising.
The website offers sports betting, online poker, online bingo and online casino games. The website has a login where you will need to be signed into your own account to be able to place any bets. This is where you deposit and withdraw money to and from your account.
2. Being Ireland’s biggest bookmaker, the company has many stores around the country. As of October 31st 2008, Paddy Power operated a total of 258 retail outlets (190 in Ireland, 8 in Northern Ireland and 60 within the UK).
In 2007, turnover was over €2billion, up 13% from 2006. The underlying operating profit rose to €72 million, up 53% on 2006.
Taken from the Independant.ie – Paddy Power betting on profit boost by year-end
Bookmaker Paddy Power expects a run of good luck to boost operating profit 14pc this year to €82m, significantly ahead of consensus forecasts.
The number of employees working within Paddy Power is 1374.
Profits for 2003 – 2007
3. The web isn’t the only channel behind my website. There are stores located around Ireland, Northern Ireland and the UK with 4 located at racecourses. The shops are modern, clean, air conditioned environments including the fun atmosphere the company is known for. Inside the shops are top quality audio and video equipment to provide customers a friendly and entertaining experience.
Another channel within my company is telephone betting. Launched in 1996, the telephone betting market leads the market in Ireland whilst is growing in the UK.
Along with betting online, the website offers casino, bingo, poker and games where money can be staked and won.
Statistics on Internet Usage in the UK 2006-2008
September 24, 2009 at 10:16 am | Posted in Uncategorized | Leave a commentTags: 2006, 2008, Broadband, internet usage, statistics
In Week 1, I have been asked to research the statistics on Internet usage in the UK between 2006 and 2008. After looking through various websites and statistics, I have a set of results which I am going to display in my blog.
The internet is widely used in the UK now but has it always been?
In 2006, 14.4million households in the UK had internet access. This is around a quarter of the UK population.
In 2007, 15.23million households in the UK has access to the internet. This is just under a 1million increase.
in 2008, 16.46million households in the UK had internet access. This is an increase of over 1million.
The graph below shows the percentage of UK households with internet access.
As you can see from the statistics for the UK, the amount of households with internet access is growing. These statistics are likely to increase further in the coming years.
The most common response to why some households do not have internet access in 2008 was that they did not feel they needed it. This is 35% of the UK. Compare this to 2006 were 43% of the UK did not have internet access.
The reason why more households are gaining access to the internet is down to Broadband. With all the advantages that Broadband brings such as the always on connection and rapid loading of webpages and downloads, more people have been tempted into acquiring it.
The table below shows the household internet connections for 2006 – 2008.
87% of internet users most popular activity on the internet was sending and receiving emails. Other activites which are popular are internet banking and websites where goods can be purchased.
As you can see, the internet is widely used in the UK and will continue to do so in the future.
http://www.statistics.gov.uk/pdfdir/iahi0808.pdf
http://www.statistics.gov.uk/pdfdir/inta0806.pdf
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