Third party marketplace
This is an emerging model that is suitable
in case companies wish to leave the Web
marketing to a 3rd party (possibly as an
add-on to their other channels). They all
have in common that they offer at least a
user interface to the suppliers’ product
catalogues. Several additional features like
branding, payment, logistics, ordering, and
ultimately the full scale of secure transactions
are added to 3rd party marketplaces.
An example for business-to-consumers
is to provide a common marketing
around a special one-off event profiled by
well-known brand names, such as the recent
e-Christmas experiment. ISPs may be
interested in this model for business-tobusiness,
using their Web builder expertise.
However, it may equally appeal to
banks or other value chain service providers.
Revenues can be generated on the
basis of one-off membership fee, service
fees, transaction fee, or percentage on
transaction value. Examples of 3rd party
marketplace providers are Citius (as de
scribed by Jellasi and Lai 1996), TradeZone
(http://tradezone. onyx.net), and to some
extent FedEx VirtualOrder (www.fedex.
com).