1. KOÇ UNIVERSITY FALL 2004 MGIS 410 Electronic Commerce Infrastructure and Business Models E-commerce at 

2. Kangurum.com Established in 1997 as migrosonline Turned into kangurum.com in 2000, inspired by examples from abroad An e-commerce application projected by Migros and Koç Sistem Bilgi İletişim A.Ş. Started with 14 stores,reached up to 100 stores in 2003, and eliminated it down to 60 stores Main categories: baby products, computers,flowers, electronics,pets,gift and accessories,migros virtual market,automative,toys, gourmet,health&beauty,sports equipment, textile&dry cleaning,and telecommunications Payment by credit card, cash, remittance on website, or at the door by credit card. Kangaroo and orange colored m at the end built brand equity on the brandname of Migros “Matrix” structure building the synergy among the firms on the website, cross relations among them Soon to develop catalogue, digital platform and phone sales

3. Kangurum.com In 2003 10% of visitors of kangurum.com contributed to the sales turnover 67% from İstanbul, 16% from Ankara, 13%from İzmir and 4% from the other cities Credit card usage rate is 60% Free online registration Once a member, can have a personal agenda,and can keep track of favorite products and shopping in the user account Some discounts for some products and to- the-door service for personal use For firms wholesales are made as well as retail sales No big challenger since stores at kangurum.com have the greatest shares offline,too. General manager, Serdar Kaşıkçı, indicates that the physical goods bought physically are investigated at kangurum.com even if not bought; an indication of movement to webshopping in the near future Kangurum.com generates revenue from advertisements and affiliates

4. Logizmo.com A logo-melody downloading center Established by AMVG(A Mobile Ventures Group)in 2002 in İstanbul Now centered in Dubai, now serving GSM operators in Romania, Ukraniai Azerbaidjan, ready to serve Middle East 5 million GSM users have used logizmo services until 2004 100,000 logos, 3000 melodies USA is targeted as a market after growth in present markets Each year twice a growth in annual turnover 3 projects: logizmo.com, Aeredeon, and indirix.com AMVG contracted with logizmo operating in Germany, took the licensing rights in Turkey First mover in Turkey, despite 17 competitors still the market leader Logo-melody market volume in 2003: $600million In 2004: $4 billion Pays royalties to owners of works of art and football clubs In 2003: 1.5 million logo-melody upload/month Main categories: operator logos, melody, ems, messages with pictures, polymelodies, true tone, colored logos, animated messages, and themes Football club emblems and love-themed logos popular but the most popular logo “a couple of eyes” in 2003. In 2004: champion Fenerbahçe logo Most popular melody in 2003: Dudu, in 2004: TV series melodies Advantages for the company: collection of payment easy in M- commerce Advantages for users: logizmo points and eventually gifts earned when new logos are created and if submitted to the use of website Free membership

5. Other Projects by AMVG Aeredeon: mobile business and mobile marketing Aforeign partnership again with Aeredeon of England Projects like EfesPilsen campaign, “Smart” campaign in popular restaurants like Kırıntı and Sushico Indirix.com: no foreign partners this time Internet and mobile phone based reverse auction like Priceline.com, the opposite of auction system Still not in use, under construction, look at domainwhitepages.com

6. Security One of the most important concerns in e- commerce Operating system you use plays important role; backdoors. Examples: UNIX, Windows based OS Firewalls are a must in every e-commerce system Security scanners must also be utilized.

7. References www.kangurum.com www.logizmo.com www.domainwhitepages.com www.milliyet.com.tr/2003/09/14/business/b us16.htmlwww.milliyet.com.tr/2003/09/14/business/b us16.html www.milliyet.com.tr/2003/10/02/business/b us13.htmlwww.milliyet.com.tr/2003/10/02/business/b us13.html www.radikal.com.tr/haber.php?haberno=1 22547&tarih=18/07/2004www.radikal.com.tr/haber.php?haberno=1 22547&tarih=18/07/2004

8. Prepared by Canan Urhan