Yahoo Auctions in Japan

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Case Details:

Case Code : BSTR309
Case Length : 17 Pages
Period : 1999-2008
Organization : Yahoo
Pub Date : 2009
Teaching Note :Not Available
Countries : Japan
Industry : Internet & e-commerce

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Introduction Contd...

Yahoo Japan provided entertainment, Internet shopping, e-mail, search, and information listing services in Japan. As of August 2007, Yahoo Japan's sites were the leading websites in Japan as per comScore World Metrix5, with more than 41 million visitors (Refer to Exhibit II for a list of Japan's top websites).

One of the most popular services that Yahoo Japan provided was online auctions. It started online auctions in September 1999 and was the first website to introduce auctions in Japan. From the beginning, Yahoo Japan Auctions was highly successful and competitors like eBay had to retreat from the market unable to compete with the leader.

According to NetView Audience Measurement Service6 of NetRatings Japan Inc. (NetRatings) which ranked major portals on the basis of total time spent by the users, Yahoo Japan was the leading website in Japan and users spent more than three and half hours per month (in July 2007) on an average on it.

The users spent 26% of this time on Yahoo Japan Auctions, compared to 15% on the top page7 (Refer to Table I for the distribution of time spent by users on different Yahoo services)...

Excerpts >>

5] comScore is an Internet marketing research company. comScore World Metrix is a worldwide audience measurement service that studies and reports the online behavior of internet users across the world.

6] NetView Audience Measurement Service measures the media value in terms of total minutes spent at a website.

7] Top Page or Homepage is the main web page of a website.


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