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Managing Lock in
- 1. EKONOMI INFORMASI Managing Lock-In Mohamad Ariefiandi Nugraha : 23511028 Samsun H : 23511103 Kadek Suar Wibawa : 23511087 1
- 2. Apa itu Lock In? Suatu kondisi dimana konsumer tergantung kepada suatu produk atau layanan dari satu vendor, sehingga bila konsumer akan beralih ke vendor lain akan diperlukan biaya yang besar dan ketidaknyamanan 2
- 3. Keuntungan Lock In Buyer • mendapatkan layanan yang lebih dari produsen dengan harga yang lebih rendah • memiliki pilihan untuk beralih dari satu produk ke produk lain dengan switching-cost yang rendah bahkan bisa tanpa switching –cost dikarenakan para produses berkompetisi menekan biaya switching-cost Seller • mendapatkan kesempatan keberlanjutan bisnis dengan konsumen yang selalu setia 3
- 4. Tug of War Between Buyers & Sellers • Sellers Hope to profit from locked-in buyers. 4
- 5. Tug of War Between Buyers & Sellers • Buyers Seek to strengthen bargaining position by keeping their options open 5
- 6. Lock Strategy for Buyer Brand selection Lock In Sampling Entrenc hment 6
- 7. Strategy for Buyer • Menawar pada awal proses lock-in • Membatasi ketergantungan: – Dual sourcing – Permintaan kompensasi pada setiap step • Melakukan parsial kontrak – Kemungkinan untuk penurunan kualitas produk 7
- 8. Lock Strategy for Seller Invest Entrenchment Leverage 8
- 9. Investing in an Installed Base Customers • Perhatikan lock-in cycle • Selalu mencari pelanggan baru • Rencanakan kerjasama seumur hidup • Mengembangkan produk dan layanan • Menerapkan Multiplayer Strategies • Dapatkan customer yang berpengaruh 9
- 10. Encouraging Customer Entrenchment • Entrenchment by Design. • Loyalty Programs & Cumulative Discounts 10
- 11. Laveraging Your Installed Base • Menjual Produk Tambahan • Menjual Akses Terhadap Konsumen • Menyediakan Beberapa Versi Harga • Meminimalkan Search Cost terhadap produk kita. • Memanfaatkan Keuntungan menjadi First- Mover • Mengontrol Cycle Length 11
- 12. Strategy for Sellers • Design products and promotions to attract customers • Lengthen and strengthen cycle • Sell complementary products to these consumers • Tension: claim openness, but don’t deliver – Example: simple open interface (RTF), powerful closed interface (DOC) 12
- 13. Basic Tension in Buyer’s Strategy • Say you have large switching costs to get large compensation • But want to minimize lock-in as much as possible 13
- 14. Strategic Variables in Lock-in Cycle • Magnitude of switch costs • Loyalty programs • Cumulative volume discounts • Rely on infotech – Loyalty programs will become more widespread – Convert conventional markets to lock-in markets 14
- 15. Loyalty Programs • Requirements contracts • Frequent buyer program • Tension with promotions -- offer better deal to non-customers • Burden of locked-in customers: offer too high a price to attract new customers – Price discrimination, stripped down product • Consumer switch costs – Will go down due to Internet 15
- 16. Multiplayer strategies • Decision maker and payer – Frequent flyer miles – Infant formulas at hospitals – Automobile tires • Buyers of complements – Different customers buy razors and blades – Subsidize the far-sighted group, tax the short- sighted group • BBS operators • Netscape suite 16
- 17. Lock-in and Complementary Products • Visa and Amex:Visa gave away payment services to capture interest charges • Operating system and applications • Extra profits on complements makes primary market more competitive • Differential prices • BargainFinder, MusicMaker – Unique – Cycle length 17
- 18. Contractual Commitments • Lifetime of durable equipment • Complementary assets with different lifetimes • Buyer side: try to synchronize • Seller side: try pre-emptive renewal 18
- 19. Structuring Deal • Be sensitive to budgets • Open systems, copyright protection • Multi-year contracts with large customers • Makes it hard to get scale to compete 19
- 20. New Versions and Upgrades • Don't want to leave opportunities open • Pre-announcements, vaporware • Avoid charges of predation 20
- 21. Lessons • Buyers – Bargain hard – Use second-sourcing and open systems – Improve bargaining position at choice stage • Sellers – Invest in your installed base – Cultivate influential buyers – Design product and pricing to get customers to invest in your technology – Sell your customers complementary products 21 – Sell access to your installed base
- 22. Merci bien ありがとう Matur Nuwun Hatur Nuhun Obrigado Dank Thanks Matur se Kelangkong Syukron Kheili Mamnun ευχαριστίες Danke Grazias 谢谢 Terima Kasih 22