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Chapter 14 and Plug-in B11

Chapter 14 and Plug-in B11. E-Business. Learning Outcomes. Compare e-commerce and e-business Compare the four types of e-business models Describe the benefits and challenges associated with e-business. E-Business.

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Chapter 14 and Plug-in B11

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  1. Chapter 14 and Plug-in B11 E-Business

  2. Learning Outcomes Compare e-commerce and e-business Compare the four types of e-business models Describe the benefits and challenges associated with e-business

  3. E-Business • One of the biggest benefits of the Internet is its ability to allow organizations to perform business with anyone, anywhere, anytime. • Touch customers • Enrich products and services with information • Reduce costs

  4. E-Business • How do e-commerce and e-business differ? • E-commerce – the buying and selling of goods and services over the Internet • E-business – the conducting of business on the Internet including, not only buying and selling, but also serving customers and collaborating with business partners

  5. E-Business Industries Using E-Business

  6. E-Business Models • E-business model – an approach to conducting electronic business on the Internet

  7. E-Business Models • Business to Business • Business to Consumer • Consumer to Business • Consumer to Consumers

  8. E-Business Models

  9. Business-to-Business (B2B) • Electronic marketplace (e-marketplace) interactive business communities providing a central market where multiple buyers and sellers can engage in e-business activities

  10. E-Marketplaces • Companies can use their own web sites for B2B commerce or use electronic hubs • Electronic hubs OR Exchange • Online marketplaces with many buyers and many sellers • Avoid point-to-point connections • integrated information – one stop shopping for supplier and supplier product information Buyers Sellers Catalogs Automated purchasing Pricing Processing and Fulfillment

  11. Business-to-Consumer (B2C) • Common B2C e-business models include: • e-shop – a version of a retail store where customers can shop at any hour of the day without leaving their home or office • e-mall – consists of a number of e-shops; it serves as a gateway through which a visitor can access other e-shops • Business types: • Brick-and-mortar business • operates in a physical store without an Internet presence. • Pure-play business • a business that operates on the Internet only (Amazon) • Click-and-mortar business • a business that operates in a physical store and on the Internet ( Sears & Canadian Tire)

  12. Consumer-to-Business (C2B) • Priceline.com is an example of a C2B e-business model • NOT REALLY: demand is still directed by the Consumer; supply provided by the company… nothing new here • However, Google AdSense, online advertising, are great examples of C2B • Online surveys are also C2B

  13. How AdSense Works • You make your ad spaces available • Highest Paying ads appear on your site • You get paid

  14. Consumer-to-Consumer (C2C) • Online auctions • Electronic auction (e-auction) -Sellers and buyers solicit consecutive bids from each other and prices are determined dynamically • Forward auction -Sellers use as a selling channel to many buyers and the highest bid wins ( eBay) • Reverse auction -Buyers use to purchase a product or service, selecting the seller with the lowest bid ( Priceline)

  15. Consumer-to-Consumer (C2C) • C2C communities include: • Communities of interest -People interact with each other on specific topics, such as golfing and stamp collecting • Communities of relations -People come together to share certain life experiences, such as cancer patients, senior citizens, and car enthusiasts • Communities of fantasy -People participate inimaginary environments, such as fantasy football teams and playing one-on-one with Michael Jordan

  16. Accessing Internet Information Four tools for accessing Internet information Intranet – internalized portion of the Internet, protected from outside access, for employees only Extranet – an intranet that is available to strategic allies (suppliers, distributors, etc.) Portal – Web site that offers a broad array of resources and services ( yahoo & MSN) Kiosk – publicly accessible computer system that allows interactive information browsing ( used in museums and showrooms)

  17. Intranets • Using Internet technology to support internal organizational needs • Email • Document sharing • Online repositories of information • Remote access to resources (employee’s handbook) • Group collaboration • Extranet – intranet that is available to authorized outsiders. • Example of an Intranet System: • http://apollo.hal.keane.com/

  18. Providing Internet Information Three common forms of service providers Internet service provider (ISP) –provides individuals and other companies access to the Internet ( Eastlink, Aliant) Online service provider (OSP) – offers an extensive array of unique Web services and content (gone: American Online- AOL, today: Google) Application service provider (ASP) – offers access over the Internet to systems and related services that would otherwise have to be located in organizational computers: Google Docs

  19. Providing Internet Information Common ISP services include: Web hosting Hard-disk storage space Support

  20. Providing Internet Information Wireless Internet service provider (WISP)

  21. Measuring E-Business Success Most companies measure the traffic on a Web site as the primary determinant of the Web site’s success However, a large amount of Web site traffic does not necessarily equate to large sales Many organizations with high Web site traffic have low sales volumes

  22. Measuring E-Business Success Web site traffic analysis can include: Cookie Small file saved on local client machine sent by the business server Click-through Counts the number of users visited a website and clicked on an ad Banner ad

  23. Behavioral Metrics Clickstream data tracks the exact pattern of a consumer’s navigation through a Web site Clickstream data can reveal: Number of pageviews Pattern of Web sites visited Length of stay on a Web site Date and time visited Number of customers with shopping carts Number of abandoned shopping carts

  24. Web Site Visitor Tracking

  25. Web Site Personalization

  26. More web personalization

  27. Interactive Marketing/Personalization How do web sites know it’s you? Answer: using a “cookie”

  28. How a cookie works A cookie is a tiny file deposited on the user’s computer hard drive when an individual visits certain Web sites; used to identify the visitor and track visits to the Web sites.

  29. Organizational Strategies for E-Business Primary business areas taking advantage of e-business include: Marketing/sales Financial services Procurement Customer service Intermediaries

  30. MARKETING/SALES Generating revenue on the Internet: Online ad (banner ad) - box running across a Web page that contains advertisements Pop-up ad - a small Web page containing an advertisement Associate programs - businesses generate commissions or royalties ( e.g. sending potential buyers to Amazon. com) OR Google business model Viral marketing - a technique that induces Web sites or users to pass on a marketing message ( msg in Hotmail)

  31. MARKETING/SALES Generating revenue on the Internet: Personalization - occurs when a Web site can fashion offers that are more likely to appeal to that person Blog - Web site in which items are posted on a regular basis and displayed in reverse chronological order Real simple syndications (RSS) - a Web feed format used for Web syndication of content Podcasting - the distribution of audio or video files, such as radio programs or music videos, over the Internet to play on mobile devices

  32. MARKETING/SALES Generating revenue on the Internet: Search engine optimization (SEO) - a set of methods aimed at improving the ranking of a Web site in search engine listings- pay-per-click Spamdexing - uses a variety of deceptive techniques in an attempt to manipulate search engine rankings, whereas legitimate SEO focuses on building better sites and using honest methods of promotion

  33. Video • SEO video

  34. FINANCIAL SERVICES Online consumer payments include: Financial cybermediary OR P2P payment (e.g. PayPal) Electronic check & Electronic cash Electronic bill presentment and payment (EBPP) Sends bill over the Internet and provides easy-to-use payment Digital wallet (e.g. providing credit card number and its expiry date, used in many online stores such as Amazon)

  35. Digital wallet Software that Stores your credit card information securely at the e-Commerce site www.amazon.com E-cash Used instead of cash, cheque or credit card. http://www.internetcash.com/ Peer-to-Peer payments To pay sellers not set up to process credit cards www.paypal.com Electronic bill payment Pay your bills using your credit card or your bank account All major banks. epost Some Examples of E-commerce Payment Systems

  36. FINANCIAL SERVICES Online business payments include: Differs from consumers payment because of large purchases and No use of credit cards Electronic data interchange (EDI), standard format for exchanging business data Financial EDI (financial electronic data interchange) – standard for B2B payments

  37. FINANCIAL SERVICES Electronic Trading Network

  38. PROCURMENT Maintenance, repair, and operations (MRO) materials (also called indirect materials) – materials necessary for running an organization but do not relate to the company’s primary business activities E-procurement - the B2B purchase and sale of supplies and services over the Internet Electronic catalog - presents customers with information about goods and services offered for sale, bid, or auction on the Internet

  39. CUSTOMER SERVICE Customer service is the business process where the most human contact occurs between a buyer and a seller e-business strategists are finding that customer service via the Web is one of the most challenging areas of e-business The primary issue facing customer service departments using e-business is consumer protection

  40. Consumer Protection

  41. Consumer Protection E-business security Encryption Scrambling of info which requires a key to decrypt Secure socket layer (SSL) (1) Creates secure and private connection between a client and server computer (2) encrypts the info (3) sends the info over the Internet ( e.g. websites with httpsURL) Secure electronic transaction (SET) Similar to SSL but also enables customer authentications for credit card transaction

  42. Disintermediation • Sell directly to consumers • Eliminate the ‘middleman’ • Disintermediation: the removal of organizations or business process layers • Example of disintermediation: selling a sweater Cost Manufacturer Distributor Retailer Customer $48.50 $40.34 $20.45

  43. Reintermediation • Reintermediation: The shifting of the intermediary role to a new source ( e.g. Information Brokers) Auto Dealer Consumer Info Broker (Edmonds.com) Auto Dealer Consumer

  44. INTERMEDIARIES Intermediaries – agents, software, or businesses that bring buyers and sellers together that provide a trading infrastructure to enhance e-business Reintermediation – using the Internet to reassemble buyers, sellers, and other partners in a traditional supply chain in new ways

  45. New Trends in E-Business: E-Government and M-Commerce E-government -involves the use of strategies and technologies to transform government(s) by improving the delivery of services and enhancing the quality of interaction between the citizen-consumer within all branches of government

  46. New Trends in E-Business: E-Government and M-Commerce

  47. New Trends in E-Business: E-Government and M-Commerce Mobile commerce - the ability to purchase goods and services through a wireless Internet-enabled device.

  48. E-Business Benefits and Challenges E-Business benefits include: Highly accessible (24/7/365) Increased customer loyalty Improved information content Increased convenience Increased global reach Decreased cost

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