business 54 - introduction to ecommerce spring 2008 1 c2 - february 13, 2008
TRANSCRIPT
Business 54 - Introduction to eCommerce
Spring 2008
1C2 - February 13, 2008
2
Class Game Plan
C2 - February 13, 2008
Introductions / Students and Faculty.
Course Structure, Syllabus and Course Review.
Recap – What is Electronic Commerce?
The Technology behind the Web.
Web Computing Skills Questionnaire.
Lab Time.
3C2 - February 13, 2008
Why do we call it eCommerce?
What is eCommerce?
Difference between eCommerce and eBusiness is……
Why isn’t there a T-Commerce or F-Commerce?
4C2 - February 13, 2008
The union of Buyer Side benefits and Seller side benefits creates a new business paradigm; the truly first ‘new’ one since Ford’s Model T and Mass Production:
The Virtuous Circle.
Union of Buy and Sell Side
5C2 - February 13, 2008
The union of Buyer Side benefits and Seller side benefits creates anew business paradigm; the truly first ‘new’ one since Ford’s Model T and Mass production:
• Convenience.
• Information Gathering.
• Anonymity.
• Price Comparison-Shopping.
• Walk Away Ability.
• Broader Reach.
• Lower Selling Costs.
• Supply Chain Management
& Expansion.
• Reduced or (even Virtual)
Product inventories.
• Price Discrimination.
6C2 - February 13, 2008
Business & Revenue Models
Business Models Business to Consumer. Business to Business. Business to Business to Consumer. Consumer to Business. Communities. Exchanges-Marketplaces. Governmental. Peer to Peer. Media.
Revenue Models Banner-Advertising. Subscription. Transactional. ‘Begging’-Donations. Middlemen. Taxation.
8C2 - February 13, 2008
The Internet – a Network of Networks
Computer here
isp
Web site here
Isp/hoster
9C2 - February 13, 2008
The Web Computing Complex
The GUI
The Data Warehouse(s)
The Transaction Engine
Back-Office
10C2 - February 13, 2008
The GUI
Your window to the Web Surfer / Site User.
How your site is judged.
Key Technologies here are:• HTML• Desktop operating systems• Browsers• Code Generators
Key Design elements:• Font Size• Pictures-Graphics (JPEG’s & GIF’s)• Language • Colors• Avatars-Logos• Links to offline elements and branding
11C2 - February 13, 2008
The Transaction Engine The Processing behind the Screen.
Assumption by the surfers is that it works.
Directly influences whether or not Surfers will return. A secondary, but still important, way that your eCommerce business is judged.
Key Technologies here are:• Java• C/C++• VB• Objects / Structured Programming• Interfaces to Legacy COBOL Applications
• Key Design elements:• Server vs. client side objects• Speed• Accuracy• Modularity
12C2 - February 13, 2008
The Back-Office (ERP-eCRM) Managing and completing the Revenue Event.
• Order processing• Credit card authorization• Customer Service• Accounting • Commissions
If you have no Back-office, you cannot bill or collect the revenue.
Key technologies here are:• Enterprise Resourcing & Planning (ERP) applications
o SAP, ORACLE, & PeopleSoft• Customer Relationship Management (eCRM) applications
o Seibel• Sales force automation-efficiency tools
o Sales Force. Com, SalesLogix• Interfaces to other Legacy COBOL Business Applications
• Key Issues:• Cost• Getting them to work• Links to offline elements and branding
13C2 - February 13, 2008
The Data Warehouses Tracking User Behavior and Business Statistics / Drivers
• Credit card authorization• Customer Service• Accounting • Commissions
Personalization is not possible without large amounts of data.
Cannot manage Web Site traffic and growth without large amounts of data.
Key Technologies here are:• Oracle• MS SQL Server• DB2• Disk software / hardware
• Key Issues:• Size of Data Bases / Scalability• Data Base Replication• Data Backup / Recovery
14C2 - February 13, 2008
Dynamic-Remote Assembly The web embraces and extends the Object Orientation and Programming Model.
Objects = small sets of programming code and data:• Lots of special properties• Referenceable by name from any location/machine/other program• Originatable form any location / machine• Assembled by the Browser
Objects can be:• Video / Text Objects• Banners / Popups• Hyperlinks• Hot Buttons
Your eCommerce Web Page exists only in Cyberspace (i.e., the memory of the desktop machine):• Personalization• Browser / OS capabilities / Monitor & machine characteristics• Your geography• Origin of the content
15C2 - February 13, 2008
Dynamic-Remote Assembly
Banner
Text Object 1
Text Object 2VideoObject 1
Popup
Hyperlink 1Video
Object 2Video
Object 3
Hyperlink 2
Hyperlink 3Hot Button
16C2 - February 13, 2008
The Technical Issues Choice of platforms.
Religious War between the Microsoft vs. ECOS / Open Source camps:• SQL SERVER, VB, WINDOWS NT, C Sharp, COMPAQ• EMC, Cisco, Oracle and Sun/Solaris
Availability:• ‘True’ 7x24.• Fail-Over, not Recovery.• Customer Service Reps are still important!
Security and Hacking.
Privacy Protection.
How to manage and distribute Web Site components & content.
To Host or not to Host.
17C2 - February 13, 2008
Web 2.0 Technologies
• Ajax-based rich Internet application techniques • Non-Ajax-based rich Internet application techniques • CSS • Semantically valid XHTML markup and/or the use of Microformats • Syndication and aggregation of data in RSS/Atom • Clean and meaningful URLs • Extensive use of folksonomies (in the form of tags or tagclouds, for
example) • Weblog publishing • Mashups • REST or XML Webservice APIs
