eCommerceTV

The growing number of internet users continually provides the German eCommerce market with record sales. However, the online market faces real challenges. Since 2004 growth rates have been stagnating by yearly twelve percent. The number of users is rising slowly, however the willingness of the users to purchase more often and with more volume in the internet has not increased since 2006.
There are several approaches to making full use of the potential of eCommerce. An important lever is the intensive integration of video content. The strategy advisor Goldmedia has analysed eCommerce TV and the opportunities and possibilities of the use of video on online platforms (eCommerce TV) and has for the first time quantified possible growth potential. According to the prognosis from Goldmedia, the German eCommerce market can attain an increase in turnover of more than five percent by 2012 by using video content.
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Executive Summary

1. The framework

“Laws“ determine the digital world
Developments in the German broadband market
Developments in the German e-Commerce market

2. The significance of video for eCommerce

Starting points for a better realisation of eCommerce potential
The characteristics of video content
Video content and the Internet
Using online videos
Reasons for not buying with eCommerce
Teleshopping vs. eCommerce

3. Case Studies

amazon.de/.com
Adler TV
Bader TV
HSE24
htp/Robinson
myby TV
neckermann.tv
Tchibo WEBtv
OTTO/brandneu.de
Other areas of use
Results of the case studies

4. Market potential

Suppositions/scenarios
Example
Market potential analysis

5. Video content & Multichannel strategies

Development of media use options
Changes in the way of using media
Video content production for multi-platform strategies

Bibliography
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