E Commerce Shift Towards Personalization, Dynamic Pricing, And M Commerce

1736 words - 7 pages

Over the last few years the rapid expansion of the internet has lead to many technological, business and social shift. Examples of such shifts are the increased demand for greater internet bandwidth, the movement from physical shops to online shops and the social acceptance and trust in using the internet for financial transactions. As the internet and E-Commerce become more integrated into our lives they continuingly drive changes in how we work and live as mentioned above. The future of E-Commerce promises to bring further changes in our lives as the internet continues to expand and it is these possible future shifts which I will discuss in further detail.

The first shift which is already being implemented is the increased personalisation on websites. The purpose of website customisation and personalisation is to give the customers a sense of a relationship between the website and the customer (see introduction, Fung, Dec 2008). In the past customisation was limited to only have your own user account which held your personal information and eliminated the need to enter your information every time you wished to purchase a good. More recent advances in consumer monitoring technologies such as data mining and the use of cookies (Saxe, R. 2004), now allow websites such as Amazon to make recommendations of items customers may like. This is done by analysing products the consumer has purchased or looked at in the past and then listing possible alternatives for similar products (Weiss, R. and Mehrotra, A. 2001). Websites Such as Facebook provide the ability to totally customise your own page as well as add your own applications. The ability to customise websites in this way has been made possible due to the advances in website developing technologies, driven by the realisation by business that effective personalisation is necessary for a websites profitability and viability (Fung, Dec 2008).

The customisation features mentioned above are only the beginning of the personalisation movement, as user monitoring technologies continue to progress, websites will have much greater access to information and be able to use this information in more productive ways. One example is Digital Rights Management (DRM) which was initially developed to prevent copyright infringement, however more advanced forms of DRM can now be used to gather digital media usage data which is used to develop preference profiles and implement price discrimination (Inderscience, November 2008). The information gathered via such new technologies would allow websites to develop adverts that are designed to appeal to each individual consumer and promote products and services the customer has the greatest interest in. Looking further into the future, websites may be able to work together to produce and share individual user profiles which contain personal details and information on preferences that could be used for marketing, or possibly creating universal user logins which give access...

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