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eBay has competed with advertisements in newspapers, collectible shows, and other venues such as local auction houses and liquidators. As eBay’s product mix had broadened beyond collectibles, the company’s competitors had broadened to include retailers, and catalog and mail order companies. EBay considered itself to be competing in a broad sense with a number of other online retailers, such as JCPenny and Office Depot. The company also felt that it was competing with a number of specialty retailers online. While eBay controlled 64.3 percent of the online auction revenue share in May 2001, uBid.com had emerged as eBay’s main competitor during this time. The next three largest competitors, Egghead.com, Yahoo!Auctions, and Amazon Auctions, represented less than 10 percent of the revenue share in the online auction market in mid-2001. Ebay considered several factors-such as the ability to attract buyers, the volume of transactions and selection of goods, customer service, and brand recognition-as being the most important competitive factors in the online auction industry. The management of eBay saw traditional competitors as inefficient beca