AmazonCom Essay Research Paper Marketing OutlineI Current — страница 7

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partnerships that it would be too hard and very costly to upgrade everything. We have decided to start the upgrading with Amazon’s best selling products, books, music, and movies. Music has gone from cassettes and CDs to downloadable music. Amazon.com has a section of its website specifically for downloading music. Movies have gone from videos to downloadable video clips. We have decided that the next step should progress from books to e – books. As stated in a previous paragraph, Amazon has created a relationship with Microsoft. This partnership will lead to Amazon opening an online e – bookstore using the Microsoft Reader format for e – books. Consumers will be able to buy and download these books. Dick Brass, Vice – President of Technology development for Microsoft,

says: “Amazon is the largest vendor of books on the web and could be the largest vendor of e – books. They could help make e – books happen real fast.” (Gates, 2000) There are many advantages of e – books over printed books. E – books have an incredible storage capacity. One disk will hold everything needed. E – books are also very versatile. They give the reader the ability to move/ copy important sections of the book from one place to another, making it easy to take notes. An electronic dictionary is included on each e – book, allowing the reader to click on the word and get the definition. (Ochoa, 2000) E – book online stores will take some time to open. We are planning to establish these stores by March 2001. These stores have the potential to be very

successful so we do not want to rush things. Advertising for e – books will be done on the radio and through word – of – mouth, the usual Amazon.com advertising strategy. We predict that with e – books running at a cost of 3 – 7 dollars, we forecast revenue of about 750 million dollars within the first three years. These estimates may be conservative, the e – book industry shows great potential. It is a smart choice for Amazon to get into this business. This is the next step necessary to keep Amazon.com technologically updated. (Gates, 2000), (Hawkins, 2000) The third imp