CHAPTER 6 Electronic Commerce 6-1. IT for Management Prof. Efraim Turban 6-2 Learning Objectives Describe electronic commerce, its dimensions, benefits,

CHAPTER 6

Electronic Commerce

6-1

IT for ManagementProf. Efraim Turban

6-2

Learning Objectives• Describe electronic commerce, its dimensions, benefits,

limitations, and process.

• Describe the major applications of electronic commerce, both business-to-customer and business-to-business.

• Discuss the importance and activities of market research and customer service.

• Describe the electronic commerce infrastructure and EDI.

• Compare the various payment systems and describe the role of smart cards.

• Describe the relationship between EC, supply chain management, ERP, and EDI.

• Discuss legal and ethical issues related to e-commerce.


6-3

Intel CorporationEmbracing the Web

• The Problem– slow, expensive, and frequently not up to date

distribution and communication process• The Solution

– established an e-business program using an extranet

• The Results– enhances competitive advantage by giving Intel’s

customers better tools for managing transactions– brings substantial tangible savings


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Toshiba’s ExtranetKeeps Dealers on Time

• The Problem– dealers needed parts quickly

• The Solution– created a Web-based ordering entry system using an

extranet

• The Results– reduces the cost per order – reduces the networking cost of the Electronic

Imaging Division (EID)– increases customer satisfaction


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Foundations ofElectronic Commerce (EC)

• In EC, business transactions take place via telecommunications networks, primarily the Internet

• Marketspace is an electronic market place• E-business (or e-biz) refers to a broader

definition of EC, not just buying and selling, but also servicing customers, collaborating with business partners, and conducting electronic transactions within an organization


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A Framework for ECElectronic Commerce Applications

• Direct Marketing • Stocks, Jobs • On-line banking

• Procurement and purchasing • Malls • Procurement • Auctions • Travel

• On-line publishing • Customer Services • Intrabusiness Transactions

People:

Buyers, Sellers,

Intermediaries,

Services, IS People

and Management

Public Policy :

Taxes, Legal, Privacy Issues,

Regulations, and

Technical Standards

Marketing and

Advertisement:

Market Research,

Promotions, and

Web content

Supply Chain:

Logistics and

Business Partners

Infrastructure

(1)

Common business

services infrastructure

(security, smart

cards/authentication

electronic payments,

directories/catalogs

(2)

Messaging and

information distribution

infrastructure

(EDI, e-mail, Hyper Text

Transfer Protocol, Chat

Rooms)

(3)

Multimedia content

and network

publishing infrastructure

(HTML, JAVA, World

Wide Web, VRML)

(4)

Network infrastructure

(Telecom, cable TV

wireless, Internet)

(VAN, WAN, LAN,

Intranet, Extranet)

Access (cell phones)

(5)

Interfacing

infrastructure

(The databases,

logistics,

customers, and

applications)

Management


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Electronic Markets

• The business center is not a physical building but a network-based location where business interactions occur

• The principal participants - transaction handlers, buyers, brokers, and sellers - not only are at different locations but seldom even know one another


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InterorganizationalInformation System (IOS)

• Drivers of Interorganizational Systems– Reducing costs– Improving the quality of information– Compressing cycle time– Eliminating paper– Making the trading process easy for users

• Types of Interorganizational Systems– Electronic data interchange (EDI)– Electronic funds transfer (EFT)– Extranets– Integrated messaging– Shared databases


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Benefits of ECto Organizations

• Decreasing information costs

• Reduced inventories

• Reduced cycle time

• Supports BPR

• Lowers telecommunication costs


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Benefits of ECto Consumers

• More choice• Less expensive products• Quick delivery• 24-hour availability• Quick access to information• Customized product at competitive prices• Virtual auctions• Interact with other EC customers


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Benefits of ECto Society

• Lower air pollution

• Increase standard of living

• Enjoy products and services in third-world

• Facilitate delivery of public services


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Limitations of ECTechnical

• Lack of security

• Insufficient telecommunication bandwidth

• Software tools still evolving

• Integration of internet and EC software

• Special Web servers

• Interoperability of software and hardware


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Limitations of ECNontechnical

• Accessibility

• Legal issues

• Government regulations

• Difficult to measure benefits

• EC still evolving

• Customers resist change


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LimitationsNontechnical

• Insufficient support services

• Perception that EC is expensive and insecure

• EC has not obtained a critical mass of sellers and customers

• EC - breakdown of human relationships

The network organization:How a company uses the Internet, and internet and extranet

Head Quarter

Retail Stores

Employees

Manufacturing

Toys Inc

Corporate Intranet

EDI, VAN

CorporateExtranet

InternetPublicTravel

agency

Small customersSmall

retailersSmall vendors

Government

Non-Company Manufacturers

Customers

Sales peoples and other

mobile employees

Distributors

Market

Non-Company Retailers

Suppliers (Purchasing)

Liquidateors contractors

Toy Industry Extranet

Other Extranets

Banks and otherbusiness partners

Professional Associations, large

suppliers, competitors


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InteractiveOne-to-One Marketing

• A firm must be able to change how its products are configured or its services is delivered, based on the needs of individual customers

“Treat Different Customers Differently”

“Treat Different Customers Differently”


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The New Marketing Model

RelationshipBuilding

Customer receives marketingexposure

Customer decides on marketing medium

for response

Customermakes

purchasedecision

Detailed transaction/ behavior data

collection

New media chosen to best serve/reach

customer

“Four P’S”updated

uniquely to customer

Customer profiled based on behavior;

custom segmentation developed

DatabaseUpdate


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Electronic Retailing

• Electronic retailing is the direct sale (B2C) through electronic storefronts or in electronic malls, usually designed around an electronic catalog format

• Electronic storefronts maintain their own Internet name and a Web site and may or may not be associated with electronic malls.


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Electronic Malls (Cybermalls)

• Electronic mall is a collection of individual shops under one Internet address.

• Electronic mall provide a one-stop shopping place that offers many products and services.

• Representative cybermalls– Downtown Anywhere (www.da.awa.com)– America’s Choice Mall (www.choicemall.com)– Shopping 2000 (www.shopping2000.com)

http://www.da.awa.com/





http://www.choicemall.com/



http://www.shopping2000.com/


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Advertising Online • Why Internet advertisement?

– Ads can be updated any time with a minimal cost, so they can always be timely

– Ads can reach very large numbers of potential buyers all over the world

– Online ads are frequently cheaper– Web ads can efficiently use text, audio, graphics, and

animation– The audience for Internet advertisement is growing– Web ads can be interactive and targeted to specific interest

groups and/or individuals– Customers can move easily and quickly from viewing an ad to

getting details and to ordering


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Banner Advertisement

• Keyword banners– appear when a predetermined

word is queried target

• Random banners– appear randomly


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Benefits ( ) and Shortcoming()of Internet Advertisement

24 hours a day, 365 days a year

Large market segmentation opportunity

One-to-one direct marketing

More attractive and compelling ads

Low distribution costs Always up-to-day Ease of logical navigation

No clear standard or language

Immature measurement tools and metrics

Apples-to-apples comparisons difficult for media buyers

Difficult to measure size of market

Small audience


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E-mail Advertisement

• E-mail advertisement send advertisement material to potential buyers

• E-mail advertisement offers cost-effective implementation and a better and quicker response rate than other advertisement channels

• Marketers develop or purchase a list of e-mail addresses, place them in a database, and then send ads to them via e-mail


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URL Advertisement

• URL - universal resource locator It is free Any company can submit its URL to a

search engine and be listed The targeted audience can be locked and

uninterested viewers can be filteredThe chance to be placed at the top of the

list is low


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Online Advertisement Issues

• Customizing Ads– Filtering the irrelevant information by

providing customized ads can be beneficial to customers and advertisers alike

– Push technology - When a user establishes his/her system, the user selects the type of desired information. The user then gets the information he or she wants, but at the same time also gets banner ads.


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• Difficulties in measuring the effectiveness

of advertisements

– difficult to relate sales to the number of hits

– it is inadequate to use the gross number of visits as a

possible measure of effectiveness

– no guarantee that a purchase will be made

– offline purchasing may be the results of online

advertisement


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• Attracting visitors to a site– Online events and promotions

• Contests

• Quizzes

• Coupons

• Give-away samples


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Intelligent Agents in EC and Retailing

• To help users to conduct routine tasks

• To help users to search and retrieve information

• To help users to support decision marking

• To help users to act as consulting experts


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Intelligent Agents for Information Search and Filtering

• Product broker use collaborative filtering process– use like-minded people to make

recommendations– alerts users to new product releases or

recommends products based on past selections or requirements specified by the buyer


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Electronic Catalogs

• Advertise and promote products and services, whereas customers use them as a source of information on products and services

• Consists of product database, directory, search capability, and a presentation function

• Dynamic, customized, and integrated with selling and buying procedures such as order taking and payment


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Benefits() and Shortcoming () of Online Catalog

Easy to update Able to integrate with the purchasing process Good search and comparison capabilities Able to provide up-to-date information Provision for global range of information Possibility of adding voice and motion pictures Cost savings Easy to customize More comparative shopping Ease of connecting order processing, inventory

processing, and payment processing to the system Large fixed cost Need for customer skill to deal with computers and

browsers


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Customized Catalogs• Assembled specifically for a company, usually

a customer of the catalog owner• Tailored to individuals consumers in certain

cases• Two approaches

– to let the customers identify the interesting items out of the total catalogs

– to let the system automatically identify the characteristics of customers, based on their transaction records, and build a catalog accordingly


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Disintermediation and Reintermediation

• Disintermediation– by using the Internet, manufacturers can sell directly

to customers and provide customer support online– the traditional intermediaries are eliminated

• Reintermediation– traditional intermediaries like retailers and

department stores have initiated online stores– new electronic intermediaries - e-mail and product

selection agents - are emerging


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Impact of EC on Manufacturers’ Distribution Strategy

• Manufacturer’s monopolistic Internet-based distribution

• Coexistence with the dealers

• Regionally mixed strategy

• Restraint of competition by powerful distributors


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Cyberbanking

• Includes all major banking activities, from paying bills to securing a loan, conducted from home, a business, or on the road instead of at a physical bank location

• Saves time and is convenient for customers


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The Future of Banking

• Customer’s agents– offers customers the widest possible choice of

banking products from multiple outside sources– provide customers with information-integrated

services

• Product manufacturers– a branded or unbranded wholesaler of product and

processing services to other banks

• Integrated players


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Personal Finance• Bill paying and electronic check writing• Tracking bank accounts, expenditures, and credit cards• Budget organization• Record keeping of cash flow and profit and loss

computations• Portfolio management, including reports and capital

gains (losses) computations• Investment tracking and monitoring of securities• Quotes and tradelines, historical and current prices• Tax computations• Retirement goals, planning, and budgeting


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Paying Bills Online

• Automatic payment of mortgages

• Automatic transfer of funds to pay monthly utility bills

• Paying bills from online banking account

• Merchant-to-customer direct billing

• Using an intermediary


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Online Investment Trading

• Includes stocks and bonds, financial derivatives, commodities, mutual funds, and more

• Less expensive

• No waiting on busy telephone lines, and the chance of making mistakes

• Anywhere, anytime

• Considerable amount of information


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Investment Information

• Municipal bond pricing• Overall market information and many links• Free gurus’ advice• Stock screening and evaluation• Articles from the journal of the American

Association of Individual Investors• Chart lovers have many options• Mutual fund evaluation and other interesting

investment information• Earning estimates• Current news


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The Job Market Online

• The participants in the job market– Job seekers : reply to employment ads posted

online; take the initiative and place resumes on their own resumes

– Job offerers : advertise openings on their Web sites

– Recruiting firms : post available job descriptions and advertise their services in electronic mail and in others’ Web sites

– Newsgroups : able to post job; conduct discussions; and send resumes


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AdvantagesFor Job Seekers

• Ability to find information on a large number of jobs and employing companies worldwide

• Ability to quickly communicate with potential employers• Ability to write and post resumes for large-volume

distribution• Ability to customize resumes quickly and at no cost• Ability to search for jobs quickly from any place at any

time• Several support services available at no cost• Ability to learn how to use your voice in interview


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AdvantagesFor Employers

• Ability to advertise to a large number of job seekers

• Ability to save on advertisement costs

• Ability to post job openings quickly

• Lower cost of processing applications

• Ability to provide greater “equal opportunity” for job seekers

• Ability to find highly skilled employees


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Limitations of theElectronic Job Market

• Many people do not use the Internet

• Security and privacy

• Creating high and expensive turnover

• Information overload


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Travel and Tourism

• Potential savings through special sales, auctions, and the elimination of travel agents

• Online services by all major airline vacation services, large conventional travel agencies, car rental agencies, hotels, and tour companies


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Real Estate• Consumers can view many properties on the screen,

saving time for themselves and the brokers• Consumers can sort and organize properties according to

their criteria and preview the exterior and interior designs of the properties, shortening the search process

• Consumers can find detailed information about the properties and frequently get even more details than brokers usually provide

• Homebuilders can use virtual reality technology on their Web sites to demonstrate three-dimensional floor plans to potential home buyers


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Auctions, Bidding,and Bartering

• Auctions– specialized auction sites; auction cars;

art auctions; airline tickets

• Bidding– special type of auction (Reverse auction)

• Bartering– the exchange of goods and/or services


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B2B Business Models

• Seller-Oriented Marketspace (e-selling)– the buyer is an organization that may be a

regular customer of the seller– EC is used in the seller-oriented model to

increase sales, reduce selling and advertisement expenditures, increase delivery speed, and reduce administrative cost


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B2B Business Models

• Buyer-Oriented Marketspace (e-procurement and bidding)– involves placing a request for quotation (RFQ)

on the buyer’s Web site, or in a bidding marketspace

• Intermediaries in Electronic Commerce (exchange)– make markets– make money, improve service for customers,

reduce search time of its own staff


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B2B Business Models

• Buyer’s Internal Marketplace (aggregation)– company buys large number of supply

items from many vendors– items purchased are listed in the

company’s catalog– purchasers at various company offices

around the world now view the catalog, select, electronically place orders, and pay with a company procurement card


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B2B Business Models

• Business-to-Business Auctions– to use the organization’s own Web

site or use an auction site of an intermediary

– benefits of auctions• generating revenue• increasing page views• acquiring and retaining members


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B2B Business Models

• Type of B2B Auctions– Independent auctions

• use a third-party auctioneer to create the site and sell the goods

– Commodity auctions• many buyers and sellers come together to a third-

party Web site– Private auctions by invitation only

• several companies bypass the intermediaries and auction their products by themselves

– Auction at the company web site• company build an auction capability on their web site


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Intrabusiness Commerce on Intranets

• Intrabusiness EC is electronic commerce within companies

• Intranet uses Internet-based technology, including browsers and search engines, to provide access to a variety of information within a firm


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The Extranets and Whole Industry Vertical Markets

• Extranet is a network that links business partners to one another over the Internet by tying together their corporate intranets

• Goal is to foster collaboration between organizations

• Vertical market-in one industry only


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Consumers and Their Behaviors

• Mostly 15- to 35-years-old

• Males and females

• Married and highly educated

• Working in educational institutions, computer industry, professions, and organizations

• High household incomes

Models of Market Research

Decision Making Process

Personal Characteristics

Age, Gender, Ethnicity, Education, Lifestyle, Psychological, Knowledge, Values, Personality

Environmental Characteristics

Social, Family, Communities

Vendors’ Controlled SystemsLogistic SupportPayments, Delivery

Technical SupportWeb Design, Intelligent Agents

Customer ServiceFAQs, E-mail, Call Centers,One-to-One

Buyers’ DecisionsBuy or NotWhat to BuyWhere (Vendor)When How Much to SpendRepeat Purchases

StimuliMarketingPricePromotionProductQuality

OthersEconomicalTechnologyPoliticalCultural



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How to Find outWhat Customers Want?

• Asking customers what they want– ask potential customers to fill in electronic

questionnaires

• Tracking customers’ activities on the Web– based on cookies or other approaches– data such as where customers come from or

how many customer have gone straight from the home page to ordering


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Process ofConducting the Research

• Define the target market• Identify newsgroups to study• Identify topics for discussion• Subscribe to the pertinent groups• Search discussion group topic and content lists to find

target market• Search e-mail discussion group lists• Subscribe to filtering services that monitor groups• Read FAQs and other instructions


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Intelligent Agents for Product and Vendor Findings

• Helps consumers decide where to buy by comparing merchants’ offers

• Jango originates the requests for the price form the customer’s site instead of Jango’s site

• In Kasbah, users who want to sell or buy a product assign the task to an agent that is then sent out to proactively seek buyers or sellers


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Negotiation Agents

• Intelligent agents negotiate the price and other terms of the transactions for consumers

• Intelligent agents can take away some of the real-world problems associated with negotiation such as the frustration some customers experience in the process, and the technical limitations of being physically in different locations


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Customer Services

• The process of customer service– Phase 1 : Requirements

• assisting the customer to determine needs

– Phase 2 : Acquisition• helping customer to acquire a product or service

– Phase 3 : Ownership• supporting customer on an ongoing basis

– Phase 4 : Retirement• helping client to dispose of a service or product


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Business to Consumer (B2C) Applications

• Advertising, online publishing and push technology

• Cyber banking, personal finance and stock trading

• Job market, auctions, bids and bartering

• Travel and real estate

• Electronic retailing and malls


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Facilitating Customer Service

• Personalized Web pages

• A chat room

• E-mail

• FAQs

• Tracking capabilities

• Web-based call centers


Electronic Commerce InfrastructureCOMPONENT DESCRIPTION AND ISSUESNetworks A shift from VANs to the Internet. Increased use of VPNs (virtual

private networks) to enhance security and capabilities over the Internet.Web severs Special Web servers are usually superior to dual-purpose servers.

Available for rent. The interface to legacy systems may be a problemWeb server support and software

1. Web site activity tracking. 2. Database connectivity. 3. Software for creating electronic forms. 4. Software for creating chat rooms and discussion groups.

Electronic catalogs Product description, multimedia use, customized catalogs, inclusion in Web site design and construction, templates for construction.

Web page design and construction software

Web programming languages (HTML, JAVA, VRML, XML)

Transactional software

1. Search engines for finding and comparing, products. 2. Negotiating software. 3. Encryption and payment. 4. Ordering (front office) inventory and back office software.

Internet access components

TCP/IP package, Web browsers, remote access server, client dial-in software, Internet connection device, leased line connection, connection to leased line, Internet kiosks

Others Firewalls, e-mail, HTTP (transfer protocols), smart cards


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Electronic Data Interchange

• Business transactions messages– electronically transfer repetitive business transactions

• Data formatting standards– use some formatting (coding) standards

• EDI translators– does the conversion of data into standard format

• Private lines versus the Internet– problem of compatibility of EDI– Internet-based EDI


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Benefits of EDI• Send and receive large amounts of routine transaction

information quickly around the globe• Very few errors• Information flow among several trading partners

consistently and freely• Access partner’s databases to retrieve and store standard

transactions• Fosters true partnership relationships• Creates a complete paperless TPS environment• Shorten payment collection cycle• Enter data offline• Use data immediately• Deliver Sales information in real time• Save a considerable amount of money


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Reasons to Create EDI Ability over the Internet

• Few geographical constraints• Reach the widest possible number of trading

partners of any viable alternative currently available

• Seedbed for growth of a vast range of business applications

• Cut EDI communication coasts• Complement or replace current EDI

application• Very user-friendly


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Limitations of Traditional Payment Instruments in EC

• Cash cannot be used since there is no face-to-face contact

• It takes time to be received by mail

• It takes time to process the credit card number provided by phone or fax

• Some buyers do not have credit cards or checking accounts


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Security Requirements

• Authentification : be assured of the identity of the party with whom they are dealing

• Privacy : want identity to be secured• Integrity : data and information transmitted are not

accidentally or maliciously altered or destroyed• Non-repudiation : protection against unjustifiable

denial of placing an order or payments made• Safety : ensure it is safe to provide a credit card

number on the Internet


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Encryption

• Single-key (Symmetric) encryption– The sender of the message encrypts the information

with a key and the receiver used an identical key to decrypt the information to a readable form

• Public/Private key system– Several authorized people may know the public key,

while only its owner knows the private key– encryption and decryption can be done with either

key

• Sophisticated systems use both keys


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Electronic Certificates

• Issued by a trusted third party - certificate authority (CA)

• Verify that a specific public key belongs to specific individual

• A higher certificate authority that guarantees certifiers is the Post Office in many countries


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Protocols

• A protocols is a set of rules and procedures that govern the transfer of information on the Internet

• Secure Socket Layer (SSL)

– encrypt messages

• Secure Electronic Transaction Protocol (SET)

– incorporate digital signatures, certification, encryption, and an agreed-upon payment gateway


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Electronic Credit Cards• Payments using unencrypted credit card

– the buyer e-mail his or her credit card number to the seller on the Internet

• Encrypted payments– Using SSL encryption, credit card details are

encrypted for security

• High level of security and privacy– Using the SET protocol or a third-party

intermediation, very high level of security, integrity and privacy will be given


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Electronic Checks

• STEP 1 : the customer establishes a checking account with a bank

• STEP 2 : the customer contacts sellers, buys a product or service, and e-mails an encrypted electronic check signed with a digital signature and two certificates, one for the bank, one for the buyer

• STEP 3 : the merchant deposits the check in his or her account; money is debited in the buyer’s account and credited to the seller’s account


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Electronic Cash

• STEP 1 : the customer opens an account with a bank and receives special software for his or her PC

• STEP 2 : the customer buys “electronic money” from the bank by using the software

• STEP 3 : the bank sends an electronic money note to this customer, endorsing it with a digital signature

• STEP 4 : the money is stored on the buyer’s PC and can be spent in any electronic store that accepts e-cash

• STEP 5 : the software is also used to transfer the e-cash from the buyer’s computer to the seller’s computer

• STEP 6 : the seller can deposit the e-cash in a bank, crediting his or her regular or electronic account, or use the e-cash to make a purchases elsewhere


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Electronic Payment Cards (Smart Cards) with E-cash

• Using smart cards– combine several credit cards, debit cards, and

stored electronic cash

• Electronic payment from cellular phones– enable people to make payments form their cell

phone

• Electronic funds transfer– transfer money electronically to and from financial

institutions using telecommunication networks


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Fraud on the Internet

• Internet stocks fraud– In fall 1998, the SEC brought charges against

44 companies and individuals who illegally promoted stocks on computer bulletin boards, online newspapers, and investment Web sites

• Other financial fraud– Other areas include selling bogus

investments and phantom business


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Buyer Protection• Tips for safe electronic shopping include:

– Look for reliable brand names at sites like Wal-Mart Online, Disney Online, and Amazon.com. Enter it directly (Not from a link)

– Search any unfamiliar selling site for company’s address and phone and fax number

– Check out the seller with the local Chamber of Commerce and/or Better Business Bureau

– Investigate how secure the seller’s site is and how well it is organized– Examine the money-back guarantees, warranties, and service agreements– Compare prices to those in regular stores (too low-a suspect)– Ask friends what they know– Find out what your rights are in case of a dispute– Consult the National Fraud Information Center– Check www.consumerworld.org for a listing of useful resources– Be aware that you have shopper’s rights

http://www.consumerworld.org/




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Seller Protection

• Sellers are protected against:– consumers who refuse to pay, or pay with bad

checks

– use of sellers’ name by others

– buyers’ claims that the merchandise did not arrive

– use of sellers’ unique words and phrases, names, slogans, and Web address

– customers downloading copyrighted software and/or knowledge and selling it to others


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Legal Issues Specific toE-commerce

• Domain Name– several companies that have similar or same names (in

different countries) compete over a domain name that is not registered trademark

• Taxes and Other Fees– particularly complex for interstate and international

commerce

• Copyright– intellectual property is protected by copyright laws and

cannot be used freely


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Ethical Issues• Privacy

– most electronic payment systems know who the buyers are; therefore, it may be necessary to protect the buyers’ identity

• The Human Element– technology is new to many IS directors and employees; so

many require new sets of skills• Web Tracking

– by using sophisticated software it is possible to track individual movements on the internet

• Disintermediation– use of EC may result in the elimination of some of a

company’s employees as well as brokers and agents

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Documents

CHAPTER 6 Electronic Commerce 6-1. IT for Management Prof. Efraim Turban 6-2 Learning Objectives Describe electronic commerce, its dimensions, benefits,