Chapter 1

1. Chapter 1 Overview of Electronic Commerce

2. Marks & Spencer—A New Way to Compete • The Problem • UK-based, upscale, global retailer of high-quality, high-priced merchandise faces stiff competition, since economic slowdown that started in 1999 • Critical success factors • Customer service • Appropriate store inventory system • Efficient supply chain activities

3. Marks & Spencer (cont.) • The Solution • M&S realized that digital era survival depends on the use of information technology in general and electronic commerce in particular • Electronic commerce (EC, e-commerce)—a process of buying, selling, transferring, or exchanging products, services, and/or information via electronic networks and computers

4. Marks & Spencer (cont.) • M & S initiated several EC initiatives, including: • Security • Warehouse management • Merchandise receiving • Inventory control • Speeding up the supply of fashion garments • Collaborative commerce

5. Marks & Spencer (cont.) M&S is working with suppliers to better market products

6. Marks & Spencer (cont.) Information flow through the supply chain is important

7. Marks & Spencer (cont.) • The Results • M & S has become a leader and example setter in retailing, resulting in increased profitability and growth

8. Marks & Spencer (cont.) • What can we learn… • Traditional brick-and-mortar companies face increasing pressures in a competitive marketing environment • A possible response is to introduce a variety of e-commerce initiatives that can improve • supply chain operation • information • from raw materials through production • increase customer service • open up markets to more customers

9. Electronic Commerce: Definitions and Concepts (cont.) • E-commerce defined from the following perspectives: • Communications: delivery of goods, services, information, or payments over computer networks or any other electronic means • Commercial (trading): provides capability of buying and selling products, services, and information on the Internet and via other online services

10. Electronic Commerce: Definitions and Concepts (cont.) • Business process: doing business electronically by completing business processes over electronic networks, thereby substituting information for physical business processes • Service: a tool that addresses the desire of governments, firms, consumers, and management to cut service costs while improving the quality of customer service and increasing the speed of service delivery

11. Electronic Commerce: Definitions and Concepts (cont.) • Learning:an enabler of online training and education in schools, universities, and other organizations, including businesses • Collaborative:the framework for inter- and intraorganizational collaboration • Community: provides a gathering place for community members to learn, transact, and collaborate

12. Electronic Commerce: Definitions and Concepts (cont.) • e-business:a specific realm of EC, which includes: • buying and selling of goods and services • servicing customers • collaborating with business partners • conducting electronic transactions within an organization

13. Pure vs. Partial EC depends upon the degree of digitization (the transformation from physical to digital) of: the product (service) sold; the process; and for the delivery agent (or digital intermediary) Brick-and-Mortar organizations areold-economy organizations (corporations) that perform most of their business off-line, selling physical products by means of physical agents Electronic Commerce: Definitions and Concepts (cont.)

14. Virtual (pure-play) organizations conduct their business activities solely online Click-and-mortar organizations conduct some EC activities, but do their primary business in the physical world Electronic market (e-marketplace) online marketplace where buyers and sellers meet to exchange goods, services, money, or information Electronic Commerce: Definitions and Concepts (cont.)

15. Exhibit 1.1: The Dimensions of Electronic Commerce

16. Classification of EC by Transactions or Interactions • business-to-consumer (B2C) : online transactions are made between businesses and individual consumers • business-to-business (B2B): businesses make online transactions with other businesses • e-tailing:online retailing, usually B2C

17. Classification of EC by Transactions or Interactions (cont.) • business-to-business-to-consumer (B2B2C):e-commerce model in which a business provides some product or service to a client business that maintains its own customers • consumer-to-business (C2B): e-commerce model in which individuals use the Internet to sell products or services to organizations or individuals seek sellers to bid on products or services they need

18. Classification of EC by Transactions or Interactions (cont.) • consumer-to-consumer (C2C): e-commerce model in which consumers sell directly to other consumers • peer-to-peer (P2P):technology that enables networked peer computers to share data and processing with each other directly; can be used in C2C, B2B, and B2C e-commerce

19. Classification of EC by Transactions or Interactions (cont.) • mobile commerce (m-commerce): e-commerce transactions and activities conducted in a wireless environment • location-based commerce (l-commerce or LBS):m-commerce transactions targeted to individuals in specific locations, at specific times

20. Classification of EC by Transactions or Interactions (cont.) • intrabusiness EC:e-commerce category that includes all internal organizational activities that involve the exchange of goods, services, or information among various units and individuals in an organization • business-to-employees (B2E):e-commerce model in which an organization delivers services, information, or products to its individual employees

21. Classification of EC by Transactions or Interactions (cont.) • collaborative commerce (c-commerce): e-commerce model in which individuals or groups communicate or collaborate online • e-learning: the online delivery of information for purposes of training or education • exchange (electronic): a public electronic market with many buyers and sellers

22. Classification of EC by Transactions or Interactions (cont.) • exchange-to-exchange (E2E): e-commerce model in which electronic exchanges formally connect to one another the purpose of exchanging information • e-government: e-commerce model in which a government entity buys or provides goods, services, or information to businesses or individual citizens

23. E-commerce Business Models • Business models—a method of doing business by which a company can generate revenue to sustain itself • Examples: • Name your price • Find the best price • Dynamic brokering • Affiliate marketing

24. E-commerce Business Plans and Cases • Business plan: a written document that identifies the business goals and outlines the plan of how to achieve them • Business case: a written document that is used by managers to garner funding for specific applications or projects; its major emphasis is the justification for a specific investment

25. Structure of Business Models • Business model:A method of doing business by which a company can generate revenue to sustain itself

26. Structure of Business Models (cont.) • Component 1: A Revenue Model, which is adescription of how the company or an EC project will earn revenue • Sales • Transaction fees • Subscription fees • Advertising • Affiliate fees • Other revenue sources

27. Exhibit 1.4: Common Revenue Models

28. Structure of Business Models (cont.) • Component 2: A Value Proposition, which defines the benefits a company can derive from using EC • search and transaction cost efficiency • complementarities • lock-in • novelty • aggregation and interfirm collaboration

29. Typical Business Modelsin EC • Online direct marketing • Electronic tendering systems (e.g., reverse auction) • Name your own price • Affiliate marketing • Viral marketing • Group purchasing • Online auctions • Product and service customization customization • Electronic marketplaces and exchanges • Value-chain integrators • Value-chain service providers • Information brokers • Bartering • Deep discounting • Membership • Supply chain improvers

30. Global reach Cost reduction Supply chain improvements Extended hours: 24/7/365 Customization New business models Vendors’ specialization Rapid time-to-market Lower communication costs Efficient procurement Improved customer relations Up-to-date company material No city business permits and fees Other benefits Benefits of EC Benefits to organizations

31. Ubiquity More products and services Cheaper products and services Instant delivery Information availability Participation in auctions Electronic communities “Get it your way” No sales tax Benefits of EC (cont.) Benefits to consumers

32. Benefits of EC (cont.) • Benefits to society • Telecommuting • Higher standard of living • Hope for the poor • Availability of public services

33. Security Trust and risk Lack of qualified personnel Lack of business models Culture User authentication and lack of public key infrastructure Organization Fraud Slow navigation on the Internet Legal issues Barriers of EC