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A value proposition oriented typology of electronic marketplaces for B2B SaaS applications

机译:针对B2B SaaS应用的电子市场的价值主张导向型

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With the increasing dissemination and acceptance of Cloud Computing and Software-as-a-Service (SaaS) a variety of opportunities as well as challenges and threats arise (Marston et al. 2011). In particular, in order to increase market transparency specific aggregation and brokerage functionalities need to be addressed (Marston et al. 2011; Ried 2011). In practice, several companies have begun to tackle these challenges by developing electronic marketplaces (EMs) as successfully seen in several other industries. Prominent examples of such marketplaces for B2B SaaS services are driven and operated by companies like Deutsche Telekom, Oracle or Salesforce. Besides the potential of defragmenting the SaaS market and reaching SME companies, EMs may offer further beneficial capabilities such as process integration or collaboration among others (Soh et al. 2006; Standing et al. 2010; Weill and Vitale 2001). Furthermore, in the context of development platforms (PaaS) researchers believe that EMs will become an essential selling channel (Giessmann and Stanoevska-Slabeva 2012). Anecdotal evidence suggests that such offerings for B2B SaaS applications already exist on the market. In the context of this study, we distinguish between an EM and a platform ecosystem as two separable concepts. Though, the EM can either be a standalone marketplace or in some instances can be considered the selling channel as a part of the platform ecosystem. The concept of development platforms and sales marketplaces are quite popular in the mobile applications segment for consumers, e.g. Apples App Store (see e.g. Basole and Karla 2011). We would like to complement this perspective by focusing on business applications (B2B).
机译:随着云计算和软件即服务(SaaS)的日益普及和接受,各种机遇以及挑战和威胁出现了(Marston et al。2011)。特别是,为了提高市场透明度,需要解决特定的聚合和经纪功能(Marston等,2011; Ried,2011)。在实践中,一些公司已经开始通过开发电子市场(EM)来应对这些挑战,这在其他几个行业中也很成功。这种B2B SaaS服务市场的突出例子是由Deutsche Telekom,Oracle或Salesforce等公司推动和运营的。除了对SaaS市场进行碎片整理并吸引中小型企业的潜力外,新兴市场还可能提供其他有益的功能,例如流程集成或其他方面的协作(Soh等,2006; Standing等,2010; Weill和Vitale,2001)。此外,在开发平台(PaaS)的背景下,研究人员认为,新兴市场将成为必不可少的销售渠道(Giessmann和Stanoevska-Slabeva 2012)。轶事证据表明,针对B2B SaaS应用程序的此类产品已经在市场上存在。在本研究的背景下,我们将EM和平台生态系统区分为两个可分离的概念。但是,EM可以是独立的市场,也可以在某些情况下被视为平台生态系统一部分的销售渠道。开发平台和销售市场的概念在移动应用领域中对于消费者来说非常受欢迎,例如, Apples App Store(请参阅例如Basole和Karla 2011)。我们希望通过专注于业务应用程序(B2B)来补充此观点。

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