Disintermediation

Group
3B
Aïda Figuerola · Judit Gómez · Irene LLorente · Carmen López
What's that?
Why?
Where?
Related
concepts
Pros & Cons
References
D I S I N T E R M E D I A T I O N
It can be defined as the taking
out
of the
middleman
from any transaction/supply chain
10 Paradigms of eCommunication

(J.L. Orihuela)
education
commerce
media
economy
reintermediation
&
cyberintermediation
peer to peer
(p2p)
Aggregation

Audience to user

Media to content

Monomedia to multimedia

Periodicity to real-time

Scarcity to abundance

Intermediation to disintermediation

Distribution to acces

Unidirectionality to interactivity

Linear to hypertext

Data to knowledge

FROM..
.
matching

trust

facilitation

Paradigm Vi: from editor mediated to non-mediated
The process of
adding
intermediaries
to a disintermediated supply chain,
Cyberintermediation / Intermediation 2.0
4 general intermediary
roles:
Bailey and Bakos (1997)
Type of
decentralized
and distributed
network
architecture in which individual nodes in the network
,
peers
,
act as both
suppliers
and
consumers of resources

Closed
isolated
Why?
E-commerce problems
Direct-to-consumers mode
l

Open
interconected
new forms of
generation
&
distribution
of knowledge
new technologies
disciplinar
transdisciplinar
Gibbons'
Mode 1
Gibbons'
Mode 2
one to many

many to many

traditional
mass media


government
control
Manufacturer
50€/unit
Consumer
Retailer
Distributor
Manufacturer
46€/unit
Consumer
Retailer
Manufacturer
38€/unit
Consumer
cost cutting
any place, any time
faster & cheaper
customisation

uselessness physical stores
updating websites
not possible in all products yet

Functions of the cyberintermediators
Search & product/service evaluation process
Reduce consumer uncertainty
Improve communication
Detailed product information
Enhance packaging& distribution
Influence consumers' behaviour
Client server model
Every technology has a philosophy which is given expression in how the technology makes people use their
minds
, in what it makes us do with our
bodies
, in how it
codifies the world
, in which of our senses it
amplifies
, in which of our emotional and intellectual tendencies it
disregards.
N. POSTMAN,
Five Things We Need to Know About Technological Change
(1998)
active audience
UGC
bidirectional com.
suppliers of funds
(savers/investors)
users of funds
(borrowers/investees)
amongst
multiple interconnected peers
each make a portion of their resources

directly
available to other network participants.
Common
tasks

Searching for files
Streaming audio/video
shared
Reintermediation
let's discuss...
Manufacturer
Consumer
We previously defined the disintermediation in commerce as:
What's
then?
Disintermediation?
Reintermediation?
Cyberintermediation or
Intermediation 2.0?
end-user empowerment
Luhan, Mc. (2011) International Journal Of Mcluhan Studies. Understanding Media, Today. Barcelona: Collection Sehen. pp. 391-402.

Orihuela José Luis (2003) ECommuication:the 10 paradgims of media in the digital age. II a20 Conference Towards New Media Paradigms.

Scolari, C. (2008) Hipermediaciones. Elementos para una teoría de la comunicación digital interactiva, Barcelona: Gedisa. pp. 90-98

Scolari, C. A. (2009) "Mapping conversations about new media: the theoretical field of digital communication", New Media & Society, Vol. 11, pp. 943 - 964

Electronic resources
[Search : 16/01/14]
http://www.mcluhanstudies.com/index.php?option=com_flippingbook&view=book&id=2&page=1&Itemid
http://es.scribd.com/doc/59223633/McLuhanGalaxyConference-Book
http://www.slideshare.net/mandarghanekar/dis-intermediation
http://casestrategy.com/the-challenge-of-internet-disintermediation/
http://www.slideshare.net/HugoPardoKuklinski/knowledge-production-and-distribution-in-the-disintermediation-era-oii10
http://www.slideshare.net/HugoPardoKuklinski/knowledge-production-and-distribution-in-the-disintermediation-era-oii10,http://www.slideshare.net/mandarghanekar/dis-intermediation,
http://en.wikipedia.org/wiki/Disintermediation
http://blog.jamieparfitt.com/2012/05/10/disintermediation/
http://www.businessdictionary.com/definition/disintermediation.html
http://www.webopedia.com/TERM/C/cybermediary.html

FOR CONSUMERS
(anything, anytime, anywhere)
Price
reduction
Time
efficiency
Instant
Feedback
Infinite
range of products
Products/Services
less controlled
by media, gov.

FOR COs
Cost containment
by companies (increasing margins, by reducing typical retailing operational costs)
Increasing
competitiveness
among companies
Added value : Relationship capturing
the importance of
product choices
direct
costumer-supplier relationship

FOR COs
Obsolete role of
physical shops
Some companies might not/cannot adapt



reduced margins/losses

FOR COs
Going back to buying directly from the buyer
Disintermediation vs reintermediation. (middleman)
Traditional salesperson vs non-expertise buyer

FOR CONSUMERS
Infoxication
for consumers (overloading of information)
TRASCENDENT NARRATIVE
by N.Postman
Need of more reliable and filtered information


FOR COs
Physical
shops, offices + staff useless
Conflicts
between companies & bz partners (Salespeople, distributors, rep firms, dealers, retailers..)

Failing to identify
right online infrastructure


direct relationship with the customer
handling small orders

few large retail chains are easier to control
than huge range of single costumers
IMPACT OF DISINTERMEDIATION ON SECTORS

computer hardware & software
travel agencies
bookstores & music stores
stock purchasing
FUTURE BROADCAST
strong
impact
(due to legal/structural obstacles)
alcoholic beverages
RE
Health Care
Video rental & distribution


in progress
fail!
Failed
and became niche ancillary services
furniture
Groceries
Pet supplies (food)