Chapter 1: The revolution is just beginning

Case study

1.       Why does Pinterest view Google as its primary competitor?

Pinterest views Google as its primary competitor because both Pinterest and Google are viewed as search engines. In addition, Google is considered the biggest search tool in the world that contain huge amount of data. Like Google, Pinterest allows users to explore and pin their favorite images and videos. Furthermore, participants can follow their favorite creative content creators. One more thing that users might like Pinterest rather Google because they can search following category such as fashion, food, design, sketch, etc.  At the first login, users can be asked kind of their favorite. After that, the content they like will show up on their homepage.

2.       Why does Pinterest focus on the smartphone platform when it develops new features and products?

Pinterest focuses on the smartphone platform when it develops new features and products because they found out that 80% of Pinterest users come from mobile devices. In the 4.0 industry as today, smartphones become an essential technological device that people bring with them every day. They can access Pinterest whenever and wherever they want. In addition, Pinterest mobile version that runs inside the smartphone’s browser can load more quickly than when it runs as an alone program on the computer.  

3.       Why is copyright infringement a potential issue for Pinterest?

Because its prominent features make it easier for users to use content without permission which violates copyright issue. Pinterest’s limited course of actions is believed to be not enough to prevent potential copyright infringement.

Project Questions

1.     Search the Web for an example of each of the major types of e-commerce described in Section 1.4 and listed in Table 1.3. Create a presentation or written report describing each company (take a screenshot of each, if possible), and explain why it fits into the category of e-commerce to which you have assigned it.




·        business-to-consumer ( B2C) :  Target


Target is B2C e-commerce because it focuses on delivering directly its products such as food, house appliances, and furniture to the individual customer. There is no intermediate parties.


·        Business to business (B2B): Alibaba



Alibaba group is one of the best examples of B2B e-commerce type because its function is to connect retailer and buyer, instead of selling to the buyer directly. The business can sell their products and customer can find their products through this sale channel.


·        Consumer to consumer (C2C): Airbnb


Airbnb is a platform that connects hosts and visitors. It allows travelers to book and rent accommodations, cars all over the world. The owners of houses, homestays can register their property on the Airbnb website. On the other hand, the visitors can log in to Airbnb to look for their short-term accommodation for their trip.

·        Mobile E-commerce: Walmart



Mobile E-commerce refers to the use of a mobile platform to conduct commercial transaction. Walmart is a great example because the seller can buy products not only in its store but also in its mobile app. One more interesting thing is buyer can check products available in-store or not before they come to pick up. Furthermore, they can buy directly in the Walmart app and choose to ship to their home.

·        Social E-commerce: Instagram


Instagram is a social networking platform that was originally distinguished by allowing users to upload their photos and videos in a square ratio ( 1:1). But today it has updated with many salient features such as messengers, 24h story, etc. It intertwined with m-commerce when more and more users access the network to contribute to assist online buying and selling services and products.


·        Local E-commerce: Facebook


Local e-commerce, as its name suggests, is a form of e-commerce that is focused on engaging the consumer based on his or her current geographic location. And one of the best e-commerce marketplaces is Facebook. It always shows the best deal of local businesses around users based on their location that takes affect them to purchase products.

2.     Prepare a brief report or presentation on how companies are using Instagram or another company of your choosing as a social e-commerce platform.

UFC is a well- known promotion in the world of mixed martial art. This company is heavily using Instagram as a powerful tool to promote their fights. Specifically, UFC owns 15.5 million followers in their IG account as of today which helps their contents reach a massive number of fans. One prominent feature of IG is that it increases the chance of engaging with target customers significantly because for example, the people who choose to follow UFC are the ones who are interested in the fight business (which is much more effective in advertising than TV commercials). In their IG page, UFC has gained the blue tick badge which means its authenticity has been verified by IG. This increases the company’s reliability by distinguishing itself from other fake accounts. Underneath the official name UFC are the category that UFC belongs to, a brief description that addresses what this page brings to you, a link that leads you to their premium subscription section, and where the headquarter is located.

About the contents posted on this platform, they upload ample pictures and videos of events in the build-up to the fight including highlights of fighters ‘previous matches, weight in, interviews, tickets information, etc on both its main wall and story section. In more important events such as championship fights, they follow fighters and film their training camp and daily activities to keep the fans updated on their favorite fighters. That way makes the fans feel closers to their idols. Furthermore, UFC also makes many questions to ask their follower their opinions on different topics in order to keep engaging with the fans. When the fans are more interactive with UFC Instagram, its content would pop up on main homepage more frequently. Another strategy that UFC always uses is using a variety of relevant hashtags to increase the chance of approaching its customers. Last but not least, they never forget tagging everyone involved with their post. Most of their tags are from celebrities such as Conor Mcgregor (31.7 million) or Floyd Mayweather (22.8 Million) who owns millions of followers which will further increases its followers.