澳洲電子商務/行銷/廣告市場：2008年

Executive Summary

E-commerce

The digital economy affects everybody. Existing players such as telcos, banks, media, and retail will need to adapt to the new environment, while new players will enter these markets from a different starting point. The report explores the first areas that customers are interested in - these areas represent good commercial starting points. It looks at topics such as e-money - who is using what. It also lists in detail the tools that SMEs possess that enable them to participate in the digital economy.

Subjects covered include:

• Industry segments and key players;
• Commercialisation of digital media, opportunities and pitfalls;
• Revenue overview, forecasts and opportunities;
• Key trends and developments;
• Market and industry analyses;
• E-payments, e-banking and m-commerce;
• Adverting statistics, revenues and forecast;
• E-commerce trends and statistics.

1. The Digital Economy

• 1.1 Broadband a $70 billion industry in the making
  • 1.1.1 How to develop the broadband economy
  • 1.1.2 Economic benefits (stats)
  • 1.1.3 Emerging digital media
  • 1.1.4 Measuring digital media revenues
  • 1.1.5 How to make money in the digital media
  • 1.1.6 Digital media - revenue predictions
• 1.2 Industry segments
  • 1.2.1 Traditional players are holding the Australian market back
  • 1.2.2 Broadcasters
  • 1.2.3 Content providers
  • 1.2.4 Film producers
  • 1.2.5 Financial service providers
  • 1.2.6 Incumbent telcos
  • 1.2.7 Internet Service Providers
  • 1.2.8 Media industry
  • 1.2.9 Second-tier telcos
  • 1.2.10 The mobile operators
• 1.3 Trends & statistics
  • 1.3.1 The key drivers of growth
  • 1.3.2 Market statistics and surveys
• 1.4 Opportunities and pitfalls
  • 1.4.1 Digital Media key to E-economy
  • 1.4.2 Music industry: commercial pitfalls
  • 1.4.3 Digital media require new business approach
• 1.5 Internet media companies
  • 1.5.1 eBay Australia
  • 1.5.2 Google
  • 1.5.3 Microsoft wasting $45 billion
  • 1.5.4 Skype
  • 1.5.5 Telstra Sensis
  • 1.5.6 YouTube
• 1.6 E-payment
  • 1.6.1 E-payment - analysis
  • 1.6.2 Micropayment developments
  • 1.6.3 PayPal
  • 1.6.4 Industry (self) regulation
  • 1.6.5 Near-Field Communications
  • 1.6.6 The e-tag payment infrastructure
• 1.7 M-commerce
  • 1.7.1 Mobile marketing
  • 1.7.2 Mobile advertising
  • 1.7.3 M-commerce market forecasts
  • 1.7.4 Mobile banking

2. The Market

• 2.1 Content profiles & market statistics
  • 2.1.1 Consumer profiles
  • 2.1.2 Market surveys
• 2.2 Marketing strategies
  • 2.2.1 Introduction: the changing role of marketing due to digital media
  • 2.2.2 Internet companies taking over the bat
  • 2.2.3 Simultaneous media users
  • 2.2.4 The role of service providers
  • 2.2.5 Customer loyalty
  • 2.2.6 Permission-based marketing
  • 2.2.7 Advertising
• 2.3 Permission-based marketing
  • 2.3.1 Permission based: 65% of residential New Media market by 2015
  • 2.3.2 Banners and SPAM are the Ford T-models
  • 2.3.3 Permission-based marketing
  • 2.3.4 Customer Relationship Management (CRM)

3. Advertising and Marketing

• 3.1 The online advertising market - moving into 2008
  • 3.1.1 Digital marketing companies
  • 3.1.2 Online advertising auction systems
  • 3.1.3 New advertising models
  • 3.1.4 Industry analysis
  • 3.1.5 Mobile advertising
  • 3.1.6 Dubious ' advertising' tactics
  • 3.1.7 Moving into 2008
  • 3.1.8 Generation Y is driving the online media push
  • 3.1.9 Revenue statistics
  • 3.1.10 Online search statistics
  • 3.1.11 Market surveys
  • 3.1.12 Media and Communications in Australian Families 2007 report
  • 3.1.13 The online advertising market
  • 3.1.14 Mobile marketing
  • 3.1.15 Advertising and the digital media - analysis

4. Glossary of Abbreviations

• Table 1 - Digital media as a percentage of total telecoms spend - 2000; 2005; 2010; 2015
• Table 2 - Estimated value of digital media market - 2005; 2010; 2015
• Table 3 - Online users and other media usage
• Table 4 - SME computer equipment ownership trends - 1999 - 2007
• Table 5 - Business trends in Internet connections - 1995 - 2007
• Table 6 - How SMEs access the Internet - May 2007
• Table 7 - Summary of current and expected uses of the Internet by SMEs - May 2007
• Table 8 - Computerisation in the home - May 2007
• Table 9 - Internet applications in the last 12 months - May 2007
• Table 10 - BlackBerry ownership - May 2007
• Table 11 - BlackBerry usage - May 2007
• Table 12 - Benefits and drawbacks of mobile email - May 2007
• Table 13 - Items bought by SMEs over the Internet - May 2007
• Table 14 - Selling over the Internet by industry sector - May 2007
• Table 15 - SME computer hardware & software expenditure - 2005 calendar year
• Table 16 - SME trends in mean expenditure, computer hardware & software - 1998 - 2005
• Table 17 - SME expected computer hardware & software expenditure - 2006 calendar year
• Table 18 - New software applications purchased/planned by SMEs - 2005/06
• Table 19 - Buying over the Internet by business size - 2006
• Table 20 - Buying over the Internet by industry sector - 2006
• Table 21 - Proportion of orders placed over the Internet - 2006
• Table 22 - What businesses buy over the Internet - 2006
• Table 23 - Business trends in Internet connections - 1995 - 2007
• Table 24 - Reasons for connecting to the Internet by business size - May 2006
• Table 25 - How SMEs access the Internet - May 2006
• Table 26 - SME broadband access questionnaire - May 2006
• Table 27 - Summary of current and expected uses of the Internet by SMEs - May 2006
• Table 28 - Percentage of businesses placing/receiving orders via Internet or web by region - June 2006
• Table 29 - Percentage of businesses placing/receiving orders via Internet or web by employment size - June 2006
• Table 30 - Methods of receiving orders and supporting business systems - 2005 - 20061
• Table 31 - Switched-on cyber demographics
• Table 32 - Digital absorber demographics
• Table 33 - Tech pragmatic demographics
• Table 34 - Techno learner demographics
• Table 35 - Digi-not demographics
• Table 36 - Top favourite websites - males (16-30 years of age) - 2007
• Table 37 - Top favourite websites - females (16-30 years of age) - 2007
• Table 38 - Key digital media advertising companies
• Table 39 - Online advertising revenue and forecasts - 1997 - 2010
• Table 40 - Market shares key online advertising markets - 2005 - 2006; 2010
• Table 41 - Market shares by major players - 2005 - 2006
• Table 42 - Australian entertainment and media market revenue by industry - 2006 - 2008; 2011
• Table 43 - Australian entertainment and media market - annual growth by industry - 2007 - 2008; 2011
• Table 44 - Australian entertainment and media market - consumer/end user spending by industry - 2006 - 2008; 2011
• Table 45 - Australian entertainment and media market - consumer/end user annual growth by industry - 2007 - 2008; 2011
• Table 46 - Australian entertainment and media market - advertising spending by industry - 2006 - 2008; 2011
• Table 47 - Australian entertainment and media market - advertising annual growth by industry - 2007 - 2008; 2011
• Table 48 - Share of consumer spending by industry sector - 2006; 2011
• Table 49 - Share of advertising revenue by industry sector - 2006; 2011
• Table 50 - Online advertising by classification - 3 months to Sept 2007
• Table 51 - Online advertising by classification - 12 months to June 2007
• Table 52 - Paid search advertising revenue by company - 2005 - 2006; 2010

• Exhibit 1 - Selection of some business models
• Exhibit 2 - Micro-payments examples
• Exhibit 3 - Why mobile marketing won' t work
• Exhibit 4 - Telecommunication convergence
• Exhibit 5 - Why mobile marketing won' t work
• Exhibit 6 - Banner ads
• Exhibit 7 - Permission-based business model
• Exhibit 8 - Early adopters
• Exhibit 9 - belong at a glance
• Exhibit 10 - Why mobile marketing won' t work
• Exhibit 11 - Digital media marketing commandments