who is the major competitor of google - amazon s3...biggest driver of google's business, a...

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해당 자료로 수익을 얻거나 이에 상응하는 혜택을 누릴 시 Ringle과 사전 협의가 없는 경우 고소/고발 조치 될 수 있습니다.

Material for your English session

Who is the major competitor of Google

Google Express might not be about delivery—it might be about

protecting Google’s core business

[Google express: Do shopping without Amazon]

[Amazon Dash: Do shopping without google search]

Ringle 1 on 1 Online English Communication Coaching Service




Required preparations before the session (For Student)

Step 1: Please read a summary (Written by Korean on page 2)

Step 2: Please read today’s article (on page 3~6)

Title of today’s article #1: Google Thinks Amazon Is Its Biggest

Competitor

Title of today’s article #2: Will Amazon: Dash replace shopping at the

supermarket?

Step 3: Please view following video clip(links on page 7)

#1 Video: Google Express: How Big a Threat Is It to Amazon?

#2 Video: Amazon Dash & Amazon Dash Button intro

#3 Video: CNBC's Courtney Reagan shares her experience using both

Google Shopping & Amazon delivery on same day

Step 4: Please check 6 key questions listed on page 8~9

Step 5: Please study key expressions on page 10~12

Step 6: Please finish 2 assignments before English tutoring session

Assignment 1: Prepare brief summary of this article (up to 2 minutes

presentation)

Assignment 2: Build your own perspectives and short answers for

each key question (up to 1~2 minutes speech for each question)




[자료 및 논제 소개]

온라인 쇼핑/클라우드 사업자 Amazon, 인터넷 검색/Android platform 사업자 Google

업역이 전혀 달랐던 두 IT 업계의 공룡들이 최근 제대로 한 판 붙기 시작했습니다.

‘검색 없는 초간편 쇼핑’을 구현하고자 하는 Amazon 의 계획이, 검색 매출로 많은 수익을 얻고 있는

Google의 심기를 불편하게 했기 때문입니다.

Google 의 검색 매출의 상당수는 전자 상거래 연계 과정에서 발생 중 검색 없는 전자

상거래 구현 시, Google 의 검색 트래픽/매출에 상당한 타격 발생 가능

시작함으로써, 검색이 불필요한 쇼핑 시대를 구현하고 있습니다.

예: 네스프레소 옆에 아마존 대쉬 버튼을 설치함. 버튼을 누르면 원하는 원두 캡슐이 24시간

내 배송 (Video Clip section 의 링크를 통해 시청 가능)

이에, Google은, Google shopping express서비스를 통해, 미국 할인점/마트들과 제휴 후,

Google express 에서 구매한 고객에게 신선제품/생필품을 초저가에 배송해주고 있습니다.

예: Google express 에 접속 후, 각종 식품/생필품 검색/구매 가능. 이후 제휴처 (마트 등)

에서 제품을 Google express에 보내면, Google express 에서 고객에 배송 완료

(Video Clip section 의 링크를 통해 시청 가능)

Amazon Dash와 Google express 중 귀하는 무엇을 통해 제품을 구매하고 싶으신가요?

향후, Google과 Amazon의 경쟁 양상은 어떻게 전개될까요? Google의 바람직한 대응 방향성은

어떻게 되어야 할까요?

유사 서비스 체험 경험이 있는 Ringle Tutor들과 의견을 교환해 보신 후, 영어 표현에 대한

심층 Tutoring 을 받아보시길 바랍니다.




[Today’s article #1]

Google Thinks Amazon Is Its Biggest Competitor

Google Express might not be about delivery—it might be about

protecting Google’s core business. (Journal published at 2014, October, 14th )

[Amazon founder and CEO Jeff Bezos, left, and executive chairman of Google Eric Schmidt]

Google and Amazon didn’t always seem like competitors — [1] Google is in the business of

selling of ads, Amazon in the business of delivering goods. [2] Lately, though, those businesses have

converged. The first way this is happening is simple: Google is getting into the market for on-

demand goods. [3] It launched a same-day delivery service, Google Shopping Express, in the Bay

Area in 2013 and expanded it to customers in Manhattan and West Los Angeles in May. On Monday,

[4] Google announced that its service is rolling out to Chicago, Boston, and Washington with a

shorter name (Google Express), a more colorful logo, and a newly defined pricing plan.

[5] Google is making same-day delivery on Google Express available for three different prices: a flat

rate of $4.99 per order, a monthly membership fee of $10, or an annual membership fee of $95.

These numbers are hardly incidental— [6] $95 is a shade cheaper than the $99 fee for a yearlong

membership on Amazon Prime and significantly less than the $299 fee for Amazon Prime Fresh, a

same-day delivery service for groceries and other “eligible orders” more than $35 on Amazon.

(Amazon's same-day delivery option is also available in 14 cities to Prime members for a flat $5.99

fee.)

The two services have some differences. [7] Google's is exclusively for delivery, while benefits for

members of Amazon Prime include unlimited music and video streaming from Amazon's collections

and one free Kindle rental a month. Google also doesn't have its own massive warehouses like

Amazon does, but instead works with local merchants (Barnes & Noble, Fairway, PetSmart, Staples,

about:blank

http://www.slate.com/blogs/moneybox/2014/05/05/google_shopping_express_the_company_is_giving_six_months_of_free_same_day.html

http://googleblog.blogspot.com/2014/10/google-express-more-cities-more-stores.html

https://www.google.com/shopping/express/

http://www.amazon.com/gp/help/customer/display.html?nodeId=201338210

http://www.amazon.com/b?ie=UTF8&node=8729023011




Walgreens, and Target, to name a few) to gather and deliver goods to customers. [8] You're less

likely to find a same-day delivery-ready molecular model set on Google Express, but for everyday

needs like groceries and toiletries, the two services are fairly comparable.

[9] So delivery is one area where Google and Amazon have collided. But in the second realm—

search—it's a little less obvious. In a speech at the headquarters of Native Instruments in Germany on

Monday, Google Chairman Eric Schmidt made this comment: “Many people think our main

competition is Bing or Yahoo. [10] But really, our biggest search competitor is Amazon.”

“People don't think of Amazon as search,” Schmidt continued, “but if you are looking for something

to buy, you are more often than not looking for it on Amazon. [11] They are obviously more focused

on the commerce side of the equation, but at their roots, they are answering users' question and

searches, just as we are.”

What this means is that Google Express might not really be about delivery first and foremost—

instead, [12] it might be about protecting the company’s core business by giving people another

reason to stay on Google for their Internet searches. Here's how Re/code's Jason Del Rey explains it:

“Each time someone searches for a product on Amazon instead of Google, the search giant loses a chance to serve

up advertisements along with the search results. And advertisements, not toothpaste delivery, is still Google’s big

business”

[13] Google is afraid of becoming the middleman that gets cut out. “Research by the Forrester group

found that last year almost a third of people looking to buy something started on Amazon—that's

more than twice the number who went straight to Google,” Schmidt noted in his speech. Others head

directly to Kayak for airline bookings, Airbnb for short-term rentals, and Yelp for restaurant

information. Each of those searches is one less that Google can use for serving up ads.

Schmidt says that Amazon is Google's biggest search competitor; then again, since search is the

biggest driver of Google's business, a challenge to that model could by extension be the biggest

threat to Google. Facebook is arguably another important competitor in terms of mobile

advertising—a constant headache to Google, with its plunging cost-per-click prices. But Google as a

whole still dwarfs Facebook.

Amazon and Google don't have the same business or the same vision. Amazon Prime and Google

Express, for all their overlap, aren't the same service, either. [14] But their similarities are getting

more similar and their differences less different. As Schmidt put it to his audience: “[15] In tech,

competition isn't always like-for-like.”

Source of Article:

http://www.slate.com/articles/business/moneybox/2014/10/google_amazon_competition_how_amazon_prime_deliv

ery_hurts_google_s_ad_business.html

http://www.amazon.com/dp/B007FAZOVS/?tag=slatmaga-20

http://googlepolicyeurope.blogspot.com/2014/10/the-new-grundergeist.html

http://recode.net/2014/10/14/google-introduces-a-95-amazon-prime-competitor/

http://www.slate.com/blogs/moneybox/2014/04/16/google_q1_2014_earnings_miss_on_falling_cost_per_click_and_broad_shift_to.html




[Today’s article #2]

Will Amazon: Dash replace shopping at the

supermarket?

(Journal published at 2014, May, 31th )

A pilot project launched by Amazon last week in the USA is currently creating quite a stir.

Consumers can scan the barcode of the products they want straight from the fridge onto a little stick.

Delivery takes place the same day. Who is behind the magic wand which is expected to revolutionise

grocery shopping?

[Amazon:Dash – grocery shopping at home]

You can see the barcode scanner with a built-in microphone as a shopping list on the fridge available

for the whole family. Handles mean that it can picked up any time. Labels on groceries can be read

so easily. [16] Voice communication means that verbal orders can also be placed which are then

changed into text. For example, before an empty Cornflakes box (unnoticed) is put back in the

cupboard again, a replacement can be ordered quickly with the stick. The stick then transfers the data

via wifi to an app which writes the electronic shopping list, puts it in a shopping basket on Amazon

Fresh and places the order. [17] It is even possible to extend the service to non-food items.

(From Ringle: You can see functions of Amazon Dash & Amazon Dash Button at Video clip section)

[A smart move by Amazon]

For Amazon, an interesting aspect of this scheme should be the customer loyalty it can build: along

with the weekly shopping, they can also order a book or rent a film – a combination which the pure

online supermarkets would have difficulty offering. [18] Another advantage is that the mixed

calculation means that Amazon can pursue a more aggressive course of action than many of its

competitors would like.




Let’s look at the results: the pilot project which has created an incredible stir in a very short amount

of time once again shows how much consumer orientation is important to Amazon. Olaf Kolbrück

summed it up perfectly at etailment: at Amazon the first question is always : ‘How can I help the

consumer?’, the rest focus on: ‘How can I improve my KPI?’

[Same day delivery with ‘Amazon Fresh’ and ‘Google Shopping Express’]

Since 2007, under the name ‘Amazon Fresh‘, Amazon has been offering a grocery delivery service

for consumers in Seattle, Los Angeles and San Francisco – Google followed last year with ‘Google

Shopping Express‘. [19] The interesting thing about what Google offers is that consumers can order

in up to 18 stores at any one time from Cosco to Toys-R-Us or Staples, depending on where they

live. Groceries are, however, excluded.

Amazon Fresh on the other hand, also offers a service for fresh groceries which are ordered on Dash

and then delivered the same day. [20] The Dash barcode scanner is currently being distributed free to

consumers but membership of Amazon Fresh costs around $300 a year, with a subscription to

Amazon Prime included in this. In 2014, [21] Amazon Fresh is expected to be launched in another 20

cities in the USA. In Germany, Austria and the Netherlands, Amazon is already in negotiations over

storage space and transport possibilities according to Bild reports. The launch is expected to be in

September 2014.

Conclusion: it is still a pilot project in three cities in the USA. Meat, fruit and vegetables are still

predominantly bought offline in Germany. Germans are still very price conscious with their grocery

shopping. The magic wand will not replace shopping from the supermarket round the corner anytime

soon. However, Amazon and Google have also changed the rules in other sectors. If Amazon enters

the market in Germany, it could help to make online supermarkets more popular and make ordering

fresh groceries online part of normal life, even outside cities.

Source of Article: http://www.i-q-i.net/en/will-amazondash-replace-shopping-at-the-supermarket/




[Video clip]

Please watch this video clip (Please use Google Chrome to open below links)

Google Express: How Big a Threat Is It to Amazon Prime?) https://www.youtube.com/watch?v=Wt3UFd82-ms

(Optional Video Clip: If you have no experiences of buying product in Amazon

Dash) Amazon Dash & Amazon Dash Button intro

https://www.youtube.com/watch?v=aFYs9zqYpdM (Amazon Dash)

https://www.youtube.com/watch?v=NMacTuHPWFI (Amazon Dash

Button)

(Optional Video Clip: If you have no experiences of buying product in Google

Express) CNBC's Courtney Reagan shares her experience using both

Google Shopping & Amazon delivery on same day)

http://video.cnbc.com/gallery/?video=3000274158

https://www.youtube.com/watch?v=Wt3UFd82-ms

https://www.youtube.com/watch?v=aFYs9zqYpdM

https://www.youtube.com/watch?v=NMacTuHPWFI

http://video.cnbc.com/gallery/?video=3000274158




[8 Key Questions]

#1. Intro questions

Can you summarize the main points of the first article in one or two sentences?

Can you summarize main points of the second article in one of two sentences?

#2. Main business model of Google and Amazon

Based on this article, what is the main business model of Google and Amazon??

How do Google and Amazon create value and make money from their businesses?

#3. Amazon’s future agenda

According to the second article and video clips, what are the key service features of Amazon

Dash and Amazon Dash Button??

If Amazon Dash and Amazon Dash Button are available in your country, do you think that your

primarily use for them will involve ordering products without searching information (price,

customer reviews) on the website? Why??

If Amazon Dash is a big hit in the US, what would be the expected side effects for Google??

#4. Major concerns of Eric Schmidt, the CEO of Google

According to the first article, what are major concerns of Eric Schmidt in term of competition?

What is his argument about Amazon (e-commerce) / Yelp (restaurant search & recommendation

engine) / Facebook (Social network) as major threats to Google?

Among the above-mentioned business, which is the realest threat for Google?

Could Amazon destroy Google’s main business domain by getting rid of the online search

process in e-commerce business?

Do you think Amazon could become the starting webpage (first visited webpage) for online

shoppers??




#5. Why did Google launch ‘Google Express’

Making an educated guess, what is the real motivation behind Google's decision to launch Google

Express?

What is the business model of Google Express? What is the strategy of Google Express in terms

of product/category, location, price and service?

What are some of the competitive edges of Google Express? At the same time, could Google

Express synergize with Google’s existing businesses by leveraging its assets?

Among two grocery delivery services (Google express vs. Amazon Dash & Fresh), which do you

prefer? Explain your reasoning?

#6. Counter-Amazon strategy

Are the competitive edges of Google Express strong enough to jeopardize Amazon’s market

position in the online shopping business??

If not, what is the most effective strategy for Google to minimize the threat of Amazon??

#7. Online shopping business in South Korea

Could you explain how you use ‘internet shopping’ in your country? Please describe the online

shopping procedure in your country (how you search information, where you order the product

from, how you pay, etc)

Who are the most influential players in the online shopping industry of your country? Search

engine vs. Internet-shopping provider (e.g., CJ call, Lotte.com) vs. Market place (Ebay, Auction)

vs. Social & Mobile commerce (e.g., Groupon, Coupang)? Why?

What is the competency of Korean online shopping businesses compared to Amazon Dash and

Google express? In terms of user experiences, do Korean online shopping businesses provide

better services and technologies to their customers?

#8. Presentation to Eric Schmitt

Let’s imagine that you are planning to have lunch with Eric Schmitt, the CEO of Google. Craft a

2~3 minute speech on what you think about this issue.




[Key business-related term and expressions]

[1] Be in the business of V-ing : ~이 핵심사업 도메인이다.

Ex) Google is in the business of selling of ads, whereas Amazon in the business of delivering goods.

구글은 광고가 핵심사업 영역인 반면, Amazon은 제품 상거래/배송이 핵심 사업이다.

[2] “A&B” have converged: A와 B의 사업영역이 중복되기 시작하다

[3] “A” launches “B” in “장소” in “날짜”: A가 B (라는 서비스)를 xx 장소에서 xx 시점에 신규 런칭하다.

[3] “A” Expands “B” to customers in “도시” in “날짜”: A 가 B (라는 서비스)를 xx 도시에 xx 시점에 확장하다.

[3] A same day delivery service: 당일 배송 = “Delivery takes place the same day”

[4] “A” is rolling out to “B”: A가 B에 도달하다. ( 서비스 A가 출시 후 B까지 확장되다)

Ex) Google’s service is rolling out to Chicago.

[4] A newly defined pricing plan: “가격 정책 변경 시 자주 사용되는 표현”

Ex) Google’s service is rolling out to Chicago with a newly defined pricing plan.

[5] “A” is available for three different prices: A(라는 서비스)는 는 3가지 상이한 가격 정책 중 선택하여

사용할 수 있다.

[5] a flat rate of “금액 ($4.99)” per order: 건당 “$4.99”의 가격 지급 방식

[5] a monthly membership fee of “$10”: 매월 “$10”의 회원제 가격 지급 방식

[5] an annual membership fee of “$95”: 매년 “$95”의 회원제 가격 지급 방식

[6] $95 is a shade cheaper than the $99 fee for “A”: (자사의) $95 가격은 “A” 사의 $99 대비 약간 저렴하다.

[6] $95 is significantly less than the $299 fee for “B”: (자사의) $95 가격은 “A”사의 $299 대비 매우 저렴하다.

[6] 가격이 저렴하다는 표현 시 cheaper than, less than 표현 자주 사용




[7] “A’s service” is exclusively for “B” while benefits for members of “C” include “D”, “E”, and “F”: A 사의

서비스는 B 만을 제공하고 있지만, “C”사의 고객 혜택은 “D”. “E”, 및 “F” 를 제공한다.

Google's is exclusively for delivery, while benefits for members of Amazon Prime include unlimited music

and video streaming from Amazon's collections and one free Kindle rental a month. 구글은 배송만을

제공하고 있지만, Amazon Prime 은 무제한 음악/비디오 스트리밍 및 킨들 (E-book reader 기) 무료

렌탈 등 혜택을 제공한다.

[8] Less likely to verb: ~할 가능성이 높지 않다.

Ex) You’re less likely to find the solution to the problem.

[9] “A” and “B” have collided: A 와 B 가 서로 업역이 겹쳐 경쟁해왔다. .

Ex) Delivery is one area where Google and Amazon have collided.

[10] Our biggest “A” competitor is “B”: 우리의 “A” 산업에서 가장 큰 경쟁상대는 “B”사 입니다.

But really, our biggest search competitor is Amazon 우리 검색사업의 진정한 경쟁사는 Amazon 입니다.

[11] at their roots:근간에는,

They are obviously more focused on the commerce side of the equation, but at their roots, they are

answering users' question and searches, just as we are: 그들 (아마존)은 상거래에 더욱 집중하고

있지만, 그들 서비스의 근간에는, 그들은 마치 우리 (구들)처럼 소비자의 질문에 대답해주고

소비자가 검색하면 결과를 보여주고 있다.

[12] Protect “A” by giving people another reason to stay on “B”: B 에 머무르는 인센티브를 제공함으로써,

A 를 지키다.

Ex) It might be about protecting the company’s core business by giving people another reason to stay on

Google for their Internet searches: 그것 (Google Express)은 고객들에게 Google 검색을 계속하게

만드는 또 다른 이유를 제공해 줌으로써, Google 의 핵심사업을 (Amazon 으로부터) 지키게 해준다.

[13] “A” is afraid of becoming the middleman: “A” 사는 중간에 껴 있는 애매한 존재가 되는 것이

고민거리이다. (문맥: 고객이 아마존에 직접 방문하여 상품 검색 시작 시, Google 은 상품 검색 관련 애매한

중간자가 되는 것)




[14] Their similarities are getting more similar and their differences less different: (경쟁사 간) 유사점은

더욱 유사해지고, 차별성의 격차는 줄어든다.

[15] In tech, competition isn't always like-for-like: Tech 산업에서 경쟁은 동종업계에 국한된 것이 아니다.

[16] Orders can be placed: 주문을 넣다

[17] It is even possible to verb: 심지어 verb 하는 것도 가능하다.

[17] Extend the service to “A”: 서비스를 A 영역으로 확장하다

[18] Another advantage is that: (저희 서비스의) 또 다른 장점은

[18] “A” can pursue a more aggressive course of action than many of its competitors would like:

“A: 사는 경쟁사가 하는 전형적 play 대비 일련의 더욱 공격적인 action 을 취할 수 있다.

[19] The interesting thing about what “A” offers is that: “A” 사가 제공하는 서비스 중 흥미있는 점은= The

interesting point is that

[19] Consumers can order in up to 18 stores at any one time from “A” to “B” or “C”: 고객은

“A”사부터”B”사 그리고 “C”사 등 18 개 회사에 까지 언제든 원하는 시점에 주문을 할 수 있다.

[20] “A” is currently being distributed free to consumers: 고객들에게 A 를 무료로 유통시키고 있다

[20] Subscription to “A”: “A”에 가입하기 위한 가입비 (구독료)

[21] Be expected to be launched in “장소” (또는 in “시점”): 신제품이 “장소”에 (“시점”에) 출시될 것으로

예상된다

who is the major competitor of google - amazon s3...biggest driver of google's business, a...

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