XP New Perspectives on the Internet, 4e Tutorial 10 1 Web Portals and Electronic Commerce Doing...

New Perspectives on the Internet, 4eTutorial 10

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XP

Web Portals andElectronic Commerce

Doing Business on the Internet


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XPObjectives

• Learn about Web portal sites and how to customize them.

• Create and customize a Web calendar.

• Create a Web address book.

• Visit Web sites that conduct electronic commerce.


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XPObjectives

• Understand the basics of electronic commerce.

• Learn how companies generate revenues and reduce costs using Web technologies.

• Understand why international, legal, and ethical concerns are important in electronic commerce.


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XPWeb Portals

• A Web portal is a doorway to the Web.

• Portals are starting points for Web surfers.

• Common characteristics: free e-mail, links to search engines, Web directories, membership services, news headlines and articles, discussion groups, chat rooms, links to virtual shopping malls, calendars, and address books.

• Portals earn most of their revenue by selling advertising.


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XPExcite Portal Home Page

links to personalization and customization features

Join Now link

customizable links

customizable links

search engine

web directory


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XPYahoo! Home Page

Link to My Yahoo! Personalization features

search engine

click Sign up link to create a new Yahoo! account

click Sign In link if you already have a Yahoo! account


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XPCreating Your Yahoo!ID and Password

enter the ID and password that you would like to use for your account

password recoveryinformation

personal information that Yahoo! Collects from users

word embedded in graphic

link to Yahoo! Privacy policy

link to Yahoo! Privacy terms of service


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XPCustomizing the MyYahoo! Page Layout

your Yahoo! IDappears here

click here to return to the Yahoo! home page

left side layoutselections

up arrow

down arrow

right side layout selections


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XPCustomizing My Yahoo!Front Page

order of content modules now customized


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XPCustomizing a WebPortal Page

• You can customize the general layout of your page by selecting the content modules that you want to see.

• You can customize other Web portals, such as Excite and Lycos.

• You might want to make your customized page at a Web portal site your home page that opens when you start your browser.


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XPCreating and Using a Web Calendar

• Several portal sites, including Yahoo!, have free calendar services available.

Calendar Options link

click these tabs toselect a specificcalendar view


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XPRecording an Appointmentin Yahoo! Calendar

appointment details


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XPEntering Appointments

• You can create “public” entries on a personal calendar so everyone can see them.

• Yahoo! calendar lets you set an event to “shows as busy” to indicate an appointment for which no details will be provided, or as “private,” in which case all details about the appointment (including its existence) are hidden from everyone except you.

• You can schedule recurring appointments. Recurring events can appear in your calendar daily or on a certain day every week, every two weeks, every month, or every year.


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XPCreating a RecurringCalendar Event

recurring event settings

appointment details


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XPPublishing a Calendar

• You can use a published calendar to make it easier for others in your organization to schedule meetings that affect several people.

• You can navigate to another person’s posted Yahoo! Calendar URL and view his or her public appointments.


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XPDeleting Appointments

• Yahoo! Calendar lets you delete appointments easily.

• You can delete a single appointment, one of several recurring appointments, all appointments of a series of recurring appointments, or even clear the entire calendar entry.


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XPPrint a Calendar

• Although the primary purpose of a Yahoo! Calendar is online viewing through a browser from anywhere at any time, you can also print a copy of your calendar for a day, a week, a month, or a year.

• A year view does not show your appointments, therefore, it is not useful for that purpose.


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XPCreating and Using aWeb Address Book

• Customer contact information can be stored in a Web address book so that critical telephone numbers and addresses can be accessed from any location that has a Web browser.

• Having a Web-based address serves as a safe backup location for valuable information incase a hand-held organizer should fail.

• Storing valuable information in two locations provides an electronic insurance policy against loss.


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XPYahoo! Address BookWelcome Page

click to addnew contact


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XPDeleting and UpdatingAddress Book Information

• After you use your address book for a while, you will find that you want to delete contacts that you no longer use.

• You will also need to update information for contacts who move, change jobs, or obtain new e-mail addresses.


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XPPrinting an Address Book

• Sometimes it is handy to print all or part of your address book.

• You may want to share a paper copy of it with co-workers, have a backup copy for emergencies, or take it with you on a trip.


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XPWhat is Electronic Commerce?

• Business processes include all the things that companies do to achieve their objectives.

• The terms electronic business and electronic commerce are used interchangeably to include the broadest definition: any business process, or any collection of business processes, conducted using Internet technologies.

• E-business and e-commerce are shorter forms of the words.


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XPElectronic CommerceClassification Schemes

Business-to-consumer (B2C)

Participant-basedClassifications

Business-to-business (B2B)

Business-to-government (B2G)

Consumer-to-consumer (C2C)

Activity-basedClassifications

Revenue Processes

Operations Processes


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XPParticipant-Based Classification

• A participant-based electronic commerce classification scheme is based on the types of participants in the process.

• Participants might be businesses, consumers, or government entities.

• Business-to-consumer (B2C) electronic commerce: a process undertaken by a company to sell goods or services to individuals.


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XPParticipant-Based Classification

• Business-to-business (B2B) electronic commerce: a process undertaken by a company to sell goods or services to other business firms or not-for-profit organizations.

• Business-to-government (B2G): using Internet technologies in business processes dealing with government agencies.

• Consumer-to-consumer (C2C): the processes that occur when individuals who are not operating formal businesses use the Internet to conduct transactions.


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XPActivity-Based Classification

• An activity-based electronic commerce classification scheme is organized by what the business activities are designed to accomplish.

• The way a company does business, the sum of its business activities and processes, is called the company’s business model.

• Revenue model: the business processes that a company uses to find new customers, make sales, and deliver the goods or services that it sells.


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XPActivity-Based Classification

• Operations model: the other business processes in a company, such as purchasing, hiring, receiving, and manufacturing.

• Some electronic commerce activities are designed to improve a company’s revenue processes, others are designed to reduce the cost or increase the efficiency of its operations processes.


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XPCompetitive Advantage andTransaction Cost Reduction

• To stay in business, a company must have a competitive advantage.

• Competitive advantage: a way of generating more revenues, incurring lower costs, or performing tasks more efficiently than other companies in the same business.

• Transaction costs: the total of all costs that a buyer and a seller incur as they gather information and negotiate a purchase-sale transaction.

• Transaction costs include brokerage fees, sales commissions, and the costs of information search and acquisition.


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XPRevenue Models forElectronic Commerce

• Businesses today take many different approaches to generating revenue on the Web:

Online catalog revenue model

Advertising and Subscription Revenue Models

Direct Fee Model


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XPOnline Catalog Revenue Model

• A company replaces or supplements its distribution of printed catalogs with a catalog on its Web site.

• Customers can place orders through the Web site, by telephone or by mail.

• Three types of companies use this model: those that sell only on the Web, those that sell through print catalogs and the Web, and those that have physical stores and also sell on the Web.


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• Dot-com or pure dot-com companies: the name give to Web-only businesses.

• One strategy used frequently by pure dot-com companies is the development of strategic alliances with existing companies.

• Strategic alliance (or strategic partnership): an arrangement in which one company performs some business processes for another company in exchange for money or the sharing of expertise or access to customers.


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• Most companies on the Web today are not pure dot-com companies, but are established companies that use the Web to extend their existing businesses.

• Channel conflict: the threat of losing sales from existing stores to the new online catalog.

• Cannibalization: when Web site’s sales replace sales that would have otherwise occurred in the company’s retail stores.


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XPAdvertising and SubscriptionRevenue Models

• Some businesses, like television networks, have relied on advertising as their sole source of revenue for many years.

• Advertising revenue pays for operations, buys programs, and generates a profit for the television networks.

• Other businesses derive their revenue only from subscription fees (i.e., a magazine that carries no advertising).


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• It is more common for magazines to charge a subscription and also carry advertising.

• Mixed advertising-subscription revenue models are used by many Web sites.


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• The success of Web advertising has been hampered by two major problems:

1. No consensus has emerged on how to measure and charge for advertising on the Web.

2. Very few Web sites have enough visitors to interest large advertisers.

• The most successful advertising on the Web is directed at very specific groups.


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• Demographic information: the collection of characteristics that marketers use to group visitors.

• Demographic information includes such traits as address, age, gender, income, education, hobbies, political affiliation, and religion.

• Target marketing: delivering ads to site visitors with specific demographic characteristics.


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• One way that a portal site can increase its advertising revenue is to sell target marketing opportunities to advertisers.

• Newspaper and magazine publishers have tried to use the advertising supported model for their sites, but few have been successful in attracting sufficient advertiser interest to operate their sites profitably.


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XPBusiness Week OnlineHome Page

link to print edition subscription information

story available to subscribers only

story available to all site visitors

ads


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• Web sites that offer classified advertising have been more successful than magazines and newspaper publishers in their implementations of the pure advertising-supported model.

• Some sites specialize in employment advertising, while others offer classified ads for autos, boats, motorcycles, houses, etc.


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XPDirect Fee Revenue Model

• In the direct fee revenue model, businesses offer services for which they charge a fee. The fee can be based on the specific service provided or it can be based on the number or size of the transactions processed.

• If companies can provide the service over the Internet or give Web site visitors the information they need about the transaction on the Web site, companies can offer a high level of personal service.

• The cost of providing this type of personal service can be much lower on the Web than in physical store locations.


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• A wide range of services, from online games to tax-planning advice, is available on the Web today.

• As more households obtain broadband access to the Internet, an increasing number of companies will provide streaming video of concerts and films to paying subscribers.

• Web entertainment sites must charge a high enough monthly fee to cover the additional bandwidth costs and still make a profit.


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• Sties that charge fees for specific professional services are increasingly appearing on the Web: Prepare tax returns online (H&R Block or TurboTax) Legal services (PrePaidLegal.com) Services of attorneys who will review your case online

(Law Office Live) Resume preparation (Resume.com) Travel agencies Ticket agencies Banks and insurance brokers


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• Disintermediation: the removal of an intermediary from an industry, such as the traditional travel agencies.

• Reintermediation: the introduction of a new intermediary into an industry, such as the travel agency Web sites.


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XPReducing Operational Costsand Increasing Efficiency

• Companies can earn more money by either increasing revenue or reducing costs.

• The real challenge is using the Internet to reduce costs or increase efficiency.

• Increased efficiency makes the amount spent on a particular cost do more work.


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XPHistory of Business Cost Reductions Using Electronic Technologies

• Electronic funds transfers (EFTs or wire transfers): electronic transmissions of account exchange information over private networks.

• Electronic data interchange (EDI): when one business transmits computer-readable data in a standard format to another business.

• For EDI to work, both parties to the transaction must have compatible computer systems, some kind of communications link to connect them, and must agree to follow the same set of EDI standards.


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XPTraditional vs EDI implementation of Sale-Purchase Transactions

invoice

Traditional Sale-Purchase Transaction

EDI SalePurchase Transaction

buyer

buyer

seller

seller

purchase order

purchase order data

invoice


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• When two businesses meet the three criteria, they are called trading partners.

• EDI replaces the paper purchase order and invoice with electronic messages.

• When EDI includes payment information, it is called financial EDI.


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• Banks settle most of their customers’ business transactions through automated clearinghouses (ACHs), which are systems created by banks or groups of banks to electronically clear their accounts with each other.

• Businesses called value-added networks (VANs) were created to meet the demands imposed by EDI.

• A VAN is a natural third party that can offer assurances and dispute-resolution services to both EDI trading partners.


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XPReducing Transaction Costs

• The Web can help buyers conduct their information searches more cheaply and efficiently than by making telephone calls, sending faxes or driving store to store.

• Some firms have started services that help buyers find products. One of these firms is PriceWatch.

• One of the most expensive components of purchase transactions is the provision of after-sale support.


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XPImproving Operational Efficiency with Intranets and Extranets

• A set of Web pages or sites that is accessible only to employees of a company is called an intranet.

• Many companies create Web pages to provide continuously updated information to customers.

• When an internet is made available to users outside the company it is called an extranet.


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XPImproving Operational Efficiency: Automated E-Mail Messaging

• E-mail messages may be used to send customers reminders and sales information.

• Many companies offer e-mail management services to other companies.


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XPOnline Auctions

• One of the more interesting and innovative implementations of electronic commerce is the creation of Web sites that conduct online auctions.

• Online auctions provide both revenue opportunities and cost-reduction opportunities for businesses.

• Each online auction site establishes its own bidding rules. Most auctions remain open for a few days or a week.


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XPOnline Auctions

• The advantages of conducting online auctions include a large pool of potential bidders, 24-hour access, and the ability to auction hundreds of similar items simultaneously.

• By the end of its second year in operation, eBay had auctioned off over $95 million worth of goods and was profitable.

• Both buyers and bidders benefit from the large marketplace that eBay has created.


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XPHome Page of eBay

search all auctions here

browse categories byclicking these links


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XPOnline Auctions

• Buyers of more expensive items generally protect themselves by using a third party escrow service which holds the buyer’s payment until he or she receives and is satisfied with the purchased item.

• Businesses are turning to online auctions to improve the process of clearing out old and slow-moving inventory.

• A liquidation broker is an intermediary who matches sellers of obsolete inventory with purchasers who are looking for bargains.


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XPConsumer Concerns

• Participants in electronic commerce have two major concerns:1. Transaction security

2. That their privacy not be violated

• An assurance provider is a third party that, for a fee paid by the electronic commerce Web site, will certify that the site meets some criteria for conducting business in a secure and privacy-preserving manner.


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XPTransaction Security and Privacy

• Many Web sites involved in electronic commerce use the SSL protocol to protect sensitive information as it travels over the Internet.

• Hacker or cracker: an intruder that breaks into an electronic commerce site’s computer and steals names, addresses, and credit card information.

• By recording a user’s clickstream, the Web server can gather extensive knowledge about that visitor.

• A clickstream is a record of which pages the user visited on a site.


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XPTransaction Security and Privacy

• No general standards currently exist in the U.S. for maintaining confidentiality regarding clickstream information.

• Many business Web sites include statements of privacy policy directed at concerned customers, but no U.S. laws exist requiring such statements or policies.

• The Children’s Online Privacy Protection Act of 1998 makes it illegal for Web sites to collect identifiable information from children under the age of 13 without first obtaining their parents’ consent.


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XPAssurance Providers

• Several assurance providers have started offering various kinds of certifications.

• Web sites can purchase these certifications and display the logo or seal of the assurance provider on the Web site for potential customers to examine.

• There are currently five major assurance providers: the Better Business Bureau, TRUSTe, the International Computer Security Association, VeriSign, and WebTrust.


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XPEthical Standards

• Companies that conduct business on the Web should try to follow the ethical standards that they would follow if they were doing business in the physical world.

• Although high ethical standards can be more expensive, in the long run they can help establish a company’s reputation and can increase the level of trust that customers, suppliers, and employees have in the company.

• When customers are active on the Web, ethical lapses can cause immediate damage to a company’s reputation.


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XPInternational Nature ofElectronic Commerce

• Language issues—many companies hire a translation firm to translate their existing Web pages into other languages.

• Translation that takes into account the culture and customs of the country is called localization.

• Legal issues—businesses on the Internet must adhere to the same laws that regulate the operation of all businesses.


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XPFuture of Electronic Commerce

• Many businesses, organizations and individuals are interconnected through the Internet.

• The Web has given the Internet an easy-to-use interface.

• The combination of the Web’s interface and the Internet’s extension of computer networking have opened new opportunities for electronic commerce.


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XPSummary

• Web Portals Customized portals Yahoo! Calendar and Address Book

• Companies use Web strategies to generate revenues, increase operational efficiency, and reduce costs.

• Electronic commerce operates in international, legal, and ethical environments.

XP New Perspectives on the Internet, 4e Tutorial 10 1 Web Portals and Electronic Commerce Doing...

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