CS155b: E-CommerceMassive Scale Commercial-Website OperationJune 1999: Three eBay CrashesEXODUSWHAT EXODUS OFFERSBRIEF HISTORYSTOCK PRICE CHARTREVENUE CHARTAuction Design in C2C CommerceeBay Ascending-Bid Auctions, cont.Auctions for Unlimited-Supply (Digital) GoodsSale of Monroe Photos and Release (From February 22, 2001 WSJ)Implications for Internet-Based BusinessCS155b: E-CommerceLecture 13: Feb. 27, 2001C2C Internet Commerce, continuedMassive Scale Commercial-Website OperationeBay scale:Approximately 20M users.Over 500K items added each day.Massive strain on website reliability and availability.Major issue for high-traffic B2C sites, too.June 1999: Three eBay Crashes•eBay service unavailable for “prolonged” periods of time.•Revenue-loss estimates: $3M to $5M•Stock-price fall: 20%•Blamed on ISP router failure and SUN OS “memory bugs.” Outsourcing to Exodus since Oct 1999.EXODUS•Full Name: Exodus Communications, Inc.•Employees: 600 •Stock Price: $16.125 (Feb 19, 2001)•Revenues in 1999: $242,100,000•Business Area: Internet Hosting ServiceWHAT EXODUS OFFERS•“Internet Data Center” facilities in major metropolitan areas•Connectivity to the Internet through a high-speed, high-availability, redundant network infrastructure•Services, including security technologies•Major clients: eBay, Yahoo Geocities, MSN, Lycos, Macromedia, CBS Sports, etc.BRIEF HISTORY• 1994 Founded•March 1998 Went Public • 1999 Revenue more than $100M• 1999 Net loss more than $100M•March 2000 Historic Peak of Stock Price ($83)STOCK PRICE CHART Price $90 $30 Jan 00 Jan 01 Year $60 Jan 99REVENUE CHART Revenue 150M 100M Quarter 200M 95 96 97 98 99 50MAuction Design in C2C CommerceWhy Auctions?–Hard for typical C2C seller to do market research and set optimal fixed price. Auctions allow seller to maximize revenue.eBay ascending-bid auctions include:–Starting Price–Ending Time–Bid Increment–(Sometimes) reservation price–“Proxy bidding agents”eBay Ascending-Bid Auctions, cont.•Technically equivalent to 2nd-price Vickrey•Importance of “strategyproofness”:–Buyers, like sellers, will have little or no information about others’ valuations of the items; so “dominant-strategy solution concept” is appropriate.–“Truth telling is a dominant strategy” helps sellers maximize revenue.•Seller can choose to use a descending bid structure (“Dutch Auction”).Auctions for Unlimited-Supply (Digital) Goods•“Optimal Fixed Pricing” (OFP)•No truthful auction (even multi-price) can beat OFP revenue•“Competitive” = (OFP revenue)•No truthful, deterministic auction is competitive.•There exists truthful, randomized auctions that are competitive.[Goldberg, Hartline, Wright ’99]Sale of Monroe Photos and Release (From February 22, 2001 WSJ)Auctioneer: eBay Premier and Butterfields of SF (eBay acquired Butterfields in 1999)Seller: Tom Kelley Studios of Ventura, CAItem: Five outtakes of Marilyn Monroe’s 1949 “Red Velvet” photo shoot and the negatives and the “model’s release form”Expected price: $700K to $1MImplications for Internet-Based BusinessIntellectual-Property Rights Questions Inescapable–Butterfield’s auction catalog: Right to use name and likeness for “trade and advertising purposes”–CMG Worldwide (which represents Monroe estate): Will go after anyone who uses “those images in a commercial fashion”•Potential limits to eBay scope–Previous sales of high-end photos, prints, and art have “fallen flat.”–Can eBay be more than a “hugely successful … online flea
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