Transaction ProcessingTransaction ProcessingDiscussionDiscussion

P95747015 蘇炯心

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Discussion

Question 1: eBay and Amazon have been competing with each other for some time. Between the two companies, one observation is that Amazon has continued to innovate and adapt, while eBay has basically held steady.

Discuss eBay’s opportunities over its rivals. What areas it should span, or what technology it should invest, in order to maintain its strength and growth?

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The World of Internet Business

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eBay's New Tough Love CEO

John Donahoe assumed the role of CEO on March 31, 2008 "The market is saying that they are in real big troubleThe market is saying that they are in real big trouble,“

Buyers and sellers are trying out rival Web sites, Amazon, Google, Etsy Investors has grown as the company's shares have lost half their value over the

past three years Donahoe is planning major investments in technologyinvestments in technology, including ways tha

t will make it easier for buyers to browse and find goods. "We need to aggressively changechange our product, our customer approach, and our business model“

The core auction and retail businesses, which account for the majority of revenue, are showing signs of weakness. The number of active usersnumber of active users has been flat for three quarters, at 83 million. The number of new products listednumber of new products listed on the site has inched up only 4% from a y

ear ago. And the number of storesthe number of stores selling goods at fixed prices on eBay has actually dec

lined from a year earlier, to 532,000. Need to push eBay to be more innovativemore innovative. "EBay has to be more aggressi

ve and think about strategic planning five to 10 years down the line"

EBay's New Tough Love CEO Business Week, January 23, 2008,Forbes, Feb. 2008

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Net Revenue by Type

Source: EBAY INC. REPORTS FIRST QUARTER 2008 RESULTS

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Supplemental Operating Data

Source: EBAY INC. REPORTS FIRST QUARTER 2008 RESULTS

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How about Amazon & Google ?

Amazon's investments in technology have made it easieeasier for buyers to findr for buyers to find what they want from sellers. There's also more of a sense of trustsense of trust among its users because Amazon stands behind most third-party transactionsAmazon stands behind most third-party transactions.

Google has its own payment system called CheckoutCheckout On eBay, it can be extremely difficult to get your money

back if you're burned by a seller or buyer. eBay needs to better integrate its auctions with the fixintegrate its auctions with the fix

ed priceed price shopping convenience offered at sites like Amazon.com

Keep the excitement of winning an auctionexcitement of winning an auction while providing the easy, convenient option of buying at a set price

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Pick A Strategic Path

Focus on the one thing that it does best and penetrate new markets Credit card use is increasing in China and IndiaChina and India In 2003, eBay acquired Chinese company Eachnet to launch its

operations in the country. However, in 2006, when eBay put its Chinese operation into a joint venture with Tom Online(掏寶網 ), a local wireless Internet company, analysts viewed the move as a retreat for eBay.

Take its core competencies and expand into related businesses where its auctions are a complement Expanding into new but auction-related businessesnew but auction-related businesses through a

cquisition PayPal and Shopping.com EBay can use the social naturesocial nature of its site to create new tools th

at could improve the rate of purchasesrate of purchases, gain more "wallet shar"wallet share"e" from its existing customers.

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Making eBay "Easier And Safer to Use"

CompetitionCompetition has eroded much of the advantage that eBay once had

Roll out new search technologynew search technology in certain categories that enables shoppers to look for specific items based on relevancy and to narrow their results by color, brand, size, and other features

Launched a new photo-focused servicenew photo-focused service that allows users essentially to window shop for things, rather than read through long descriptions beside small thumbnail images

Address few areas--including fraudfraud, the difficulties some have in navigating through the site and the need for better search toolsbetter search tools.

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Perfect The Basics

Marry the value-selection fun created by auctions with the convenienceconvenience and opportunity inherent in fixed opportunity inherent in fixed priceprice

Rework search abilitiessearch abilities, making it easier to add add pictures to listingspictures to listings, and is changing its web site to improve the company's merchant ratingmerchant rating system

EBay's challenge is to launch innovative new services, either through acquisitions or experimentation within the company

EBay's New Tough Love CEO Business Week, January 23, 2008,

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eBay Disruptive Innovation

Both sides of eBay marketplace Attracting and retaining continued stream of

buyers Internet era, consumer is always evolving What’s new?

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Fun Projects

eBay Desktop 1.0 (February 26, 2008)the enhanced eBay Desktop application that lets users search, bid/receive alerts, and more

eBay Countdown (July 20, 2007)watch, bid and win auctions using a live clock and instant bidding with eBay Countdown

eBay Deal Finder (November 8, 2006)use eBay eBay Deal Finder to discover valuable items that others haven't including items with zero bids

eBay Flyer (December 21, 2007)print out your awesome auction in an easy to read format, ready for posting on a local bulletin board

Bid Assistant(May 17, 2007)having trouble winning an item? create a group of items you’re interested in, set your maximum bids, and Bid Assistant will bid on your behalf until you win one item from the group

MapIt (October 1, 2006)find eBay items near you by plotting search results on a map

eBay Marketplace on Facebook (August 21, 2007)eBay + your Facebook friends = sheer genius. Post, brag and peek at your favorite eBay friends and items. alerts, and more

eBay Matchups (September 1, 2006)pit your favorite items, celebrities, or concepts against each other in a popularity contest powered bye eBay

eBay ToGo (April 30, 2007)show off eBay listings on any web page

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Fun Facts About eBay

110 Million items for sale on the site $59 Billion in gross merchandize value

(GMV) per year Approx $2,039 worth of goods traded on

the site every second 309 Million registered users 2 Billion URL requests per day 6,000 application servers with 12,000 Java

processes 40 Billion database requests per day 300 different databases (over 700

instances) 9 PB of data storage 13 million lines of source code

(In 2008 will surpass Windows NT 4.0 O/S 16 million lines)

Source: MySQL in eBay’s Personalization PlatformChris Kasten, eBay Kernel Framework Group April 16, 2008

eBay 2007 Annual Meeting of Stockholders June 14, 2007

eBay’s vision is to help people everywhere connect, discover and interact with each other throu

gh commerce

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Find – Buy - Pay

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Improve the Finding Experience

New Search Result

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Improve the Finding Experience

New Search Result New Search Landing Pages

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Improve the Finding Experience

New Search Result New Search Landing Pages New Relevancy Based Listing Sort – Best Match

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Improve the Shopping Experience

Bid Assistant

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Improve the Shopping Experience

Bid Assistant Detailed Seller Ratings – Feedback 2.0

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Improve the Shopping Experience

Bid Assistant Detailed Seller Ratings – Feedback 2.0 Improved eBay Checkout

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Improve the Shopping Experience

Bid Assistant Detailed Seller Ratings – Feedback 2.0 Improved eBay Checkout Motors 2.0

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Extend offering

eBay ExpressConvenience o

riented buyerNew search en

gineShopping cart

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Extend offering

Tickets -StubHub A leading secondary tick

ets marketplace Best in class buying/selli

ng experience

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Improve Trust & Safety

Safeguarding Member ID’s Selling limits on items favored by

counterfeiters Enhanced buyer protection

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Background

Further distinguish the eBay shopping experienceeBay shopping experience Provide a more relevant and even better user experience Provide users with a more rich experience with greater continuity Provide users with the best selection tailored to their

interests/profile Provide better user experience through real time personalization

data feedback loop that is immediately available Provide users with tailored alternatives

Further distinguish the eBay business value propositioneBay business value proposition Advertising shown to more relevant buyers More effective merchandizing and marketing of items Increase conversion rates through better buyer experience and

greater relevancy of items presented to the buyer

Source: MySQL in eBay’s Personalization PlatformChris Kasten, eBay Kernel Framework Group April 16, 2008

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eBay Architecture

eBay Serves 5 Billion API Calls Each Month. More and more traffic driven by mashups composed on top of open APIs Everyday 26 billion SQL queries and keeps tabs on 100 million items availab

le for purchase. 1 billion page views a day, 105 million listings, 2 petabytes of data, 3 billion

API calls a month The database is virtualized and spans 600 production instances residing in

more than 100 server clusters 15,000 application servers, all J2EE. About 100 groups of functionality aka

"apps". Notion of a "pool": "all the machines that deal with selling"..

Lesson LearnedLesson Learned

Scale Out, Not UpScale Out, Not Up• Horizontal scaling at every tier.• Functional decomposition.

Prefer Asynchronous IntegrationPrefer Asynchronous Integration• Minimize availability coupling.• Improve scaling options.

Virtualize ComponentsVirtualize Components• Reduce physical dependencies.• Improve deployment flexibility.

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eBay Personalization System General Vision

Every Application ServerCan Access Data

For Every URL Request(All 2 Billion of them!)

Session DataPersonalization Data

Chris Kasten : Bay Kernel Framework Group April 16, 2008

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eBay Personalization System

MySQL Memory EngineCache Tier

ApplicationServers

Browser

PersistentDatabase

Chris Kasten : Bay Kernel Framework Group April 16, 2008

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eBay Personalization System

Replication

MySQL Memory EngineCache Tier

ApplicationServers

PersistentDatabase

5 min BatchedWrite Back

Read/Write

Cache Miss Read

Chris Kasten : Bay Kernel Framework Group April 16, 2008

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eBay Personalization System Overview

Replication optional based on criticality of data loss for past 5 min Trade-off between data criticality versus double the memory cost Some personalization data may not be critical enough for the

additional hardware cost

Single threaded MySQL replication is generally problematic Once replication falls behind it stays behind with continued traffic Replication can be achieved via dual writes from the application

server performed transparently by the framework Second write to replica can be asynchronous

Automatic redistribution of data when node failure or draining a node

Chris Kasten : Bay Kernel Framework Group April 16, 2008

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How eBay Searches and Updates 100 Million Listings in 60 Seconds

The search infrastructure at eBayeBay featured up to 100 million listings, and 60,000 100 million listings, and 60,000

changes per minutechanges per minute, now it takes only a minute or two for a new item to show up in the search engine

Instead of searching the entire database at once, eBay looks at nearly two dozen slices. Conducting smaller searches simultaneouslysmaller searches simultaneously at data centers in San Jose and Phoenix and elsewhere is much faster. The trick is then combiningcombining those sets of results to look like a look like a single querysingle query.

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Architectural Forces

Scalability Resource usage should increase linearly with load Design for 10x growth in data, traffic, users, rtc.

Availability Resilience of failure Graceful degradation Recoverability from failure

Latency User experience latency Data Latency

Manageability Simplicity Maintainability Diagnostics

Cost Development effort and complexity Operational cost (TCO)

Randy Shoup, eBay Distinguished Architect

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Architectural Strategies

Strategy 1: Partition EverythingStrategy 1: Partition EverythingHow do you eat an elephant?... One bite at a time

Strategy 2: Async EverywhereStrategy 2: Async EverywhereGood things come to those who wait

Strategy 3: Automate EverythingStrategy 3: Automate EverythingGive a man a fish and he eats for a day… teach a ma

n to fish and he eats for a lifetime

Strategy 4: Remember Everything FailsStrategy 4: Remember Everything FailsBe prepared

Randy Shoup, eBay Distinguished Architect

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Partition Database

Segment database into functional areas Group data using standard modeling technique

Cardinality (1:1, 1:N, M:N) Relationships Usage characteristics

Logical hosts Abstract application’s logical representation from host’s physical

location Support combining and splitting without code change

User Item Transaction Product Account Feedback

Randy Shoup, eBay Distinguished Architect

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Horizontal Split

Split database horizontally along primary access path

Multiple split approaches for different use cases Modulo on key (item id, user id, etc.)

Aggregation / routing in Data Access Layer (DAL)

Application Server

DAL

ItemHost 0 ItemHost 2ItemHost 1 ItemHost 19

Randy Shoup, eBay Distinguished Architect

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Search

Read-only search decoupled from write-intensive transactional database

Horizontal split, aggregate parallelizes query over N slices, load-balances over M instances

Aggregator

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Randy Shoup, eBay Distinguished Architect

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Async Everywhere

Message Dispatch

SellingSelling ItemHostN

ItemHostN

Image ProcessingImage Processing

Summary UpdateSummary Update

User MetricsUser Metrics

Randy Shoup, eBay Distinguished Architect

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eBay Flyer

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Bid Assistant

http://innovation.ebay.com/?p=12

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eBay Countdown

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eBay To Go (beta)!

Showcase your favorite eBay discoveries directly on your website or blog! Setting up eBay To Go™ is both easy and free.Create your widget now and make your website stand out!

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eBay Deal Finder

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Where did Map It go?

Map It was a prototype site designed to make it easy to find eBay items close to you.

Unfortunately, the eBay Map It prototype is no longer available.

What is was Map It? Map It is a prototype site that is designed to make it easy to find

eBay items near to you. It features a prominent zip code box as well as search results that are plotted on a map.

Why did eBay build Map It? Map It was built by a couple of eBay’s internal developers as an

example of what can be done using eBay’s APIs (which can be accessed publicly through the eBay Developers Program). Map It provides an entirely different way to look at eBay.

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Sorry! eBay Matchups is closed

What we used to say about Matchups: Have you ever wanted to put two things side by side and determine which is better?

That’s a Match Up.And that’s what eBay Match Ups lets you do: create a Match Up, vote for the winners, and interact with other eBay members!

Launched in September of 2006, eBay Matchups has grown from a private beta project built off of the eBay API to being home to one of most thriving and eccentric communities on eBay.