session 9 notes

ECT455 Website Engineering 1

Session 9 Topics

Wireless Internet Technology and M-Business International Ecommerce


Wireless Technology & Mobile Ecommerce Wireless technology turns e-business into mobile ecommerce and, ultimately,

m-business, or mobile e-business M-commerce is defined as ‘the ability to purchase good anywhere through a

wireless Internet-enabled device. Primary mobile communication exists through web-enabled wireless phones.

Current applications Conduct online transactions Make purchases Trade stocks Send e-mail

Future applications A wireless office, where computers, phones and other office equipment

are all networked without cables


Wireless Technology and Devices

Wireless development First-generation wireless technology was the cellular phone Second generation wireless technology, which includes digital

cellular phones, is currently in use worldwide Third generation, or 3G technology will enable wireless devices to

send and receive data as much as seven times faster than a standard 56K modem

Wireless devices Personal digital assistants (PDAs), Palm OS Digital cellular phones (WAP Phones) Two-way pagers (RIM) MS Windows CE/Pocket PC


Wireless Internet Access

Code Division Multiple Access (CDMA) Each transmission is assigned a specific channel, giving the

transmission the benefit of the entire bandwidth within that channel and reducing the possibility that a connection will be broken

Able to assign each transmission on the network a unique code to ensure security

Global System for Mobile Communications (GSM) Uses Time Division Multiple Access (TDMA) which takes

multiple calls and assigns each call to a different time slot on the same radio frequency, eg. Short message service (SMS)


Wireless Internet Access 3G technologies : high speed Internet access, email, streaming audio

and video EDGE (AT&T, Nokia) Cdma2000 (Sprint PCS) W-CDMA (NTT DoCoMo)

International Telecommunications Union (ITU) Establishes guidelines for 3G


Wireless Hype Cycle

Source: Gartner


Wireless Web Technology Three technologies are used to provide Web access to wireless devices

Wireless Application Protocol (WAP) Palm OS --Web clipping Microsoft’s Pocket Internet Explorer


PDA and Web Clipping Web clipping

Allows users to take relevant pieces of a Web site and deliver it to a wireless device, eliminating excess content and graphics

Proxy server Lies between client (such as a Web browser) and Web server Query is received by a proxy server controlled by the wireless ISP Proxy server goes to the Web site and “clips” the necessary data

The proxy server transmits the data back to your wireless device If the proxy server does not have the information, it passes the

request to the regular server Query Application Builder (QAB)

Web designers build (PQAs) to be installed on users’ Palm handheld computers


WAP Wireless Application Protocol (WAP)

Developed by Nokia, Ericsson, Motorola, etc. A set of communication protocols designed to enable different

kinds of wireless devices to communicate and access the Internet Designed to standardize development across different wireless

technologies worldwide Intended primarily for Internet-enabled digital phones, pagers and

other handheld devices Uses Web sites specifically designed for wireless handheld

devices that have small screens and low-bandwidth constraints


WML Wireless Markup Language (WML)

The scripting language used to create Web content to be delivered to wireless handheld devices, based on XML

Removes “unnecessary” content from Web pages WML tags are used to “mark up” a Web page to specify how the

page should be formatted on a wireless device WML works with the WAP to deliver the content Similar to HTML, but it does not require input devices

Microbrowsers Designed with limited bandwidth and limited memory

requirements Access the Web via the wireless Internet


WAP and WML How wireless Internet works:

A WAP gateway, which acts as a proxy server, receives the request, translates it and sends it to the appropriate Internet server

Server responds by sending the requested WML document The WAP gateway parses this document's WML (i.e., it analyzes the

WML document, checking it for correctness) and sends the proper text to the digital phone

Deck

A WML document Card

Consists of one user interaction, providing the WML browser with a small, self-contained document for browsing


Software Appliances for Wireless Devices

No widely accepted standard for wireless development Developers are often required to develop multiple applications Microsoft Pocket Internet Explorer

Reformats complete Web pages as they are downloaded from the Internet for display on the Pocket PC

Allows Pocket PC users to access most of the content currently available on the Web and eliminates the need to tailor Web content for delivery to handheld devices


Wireless Local Area Networks Easier to install and maintain without disrupting an office or

without having to install a new a new network connection in each location

Technologies Radio Frequency WLANs (RF WLANs): Used to network

devices at a distance Laser technology Infrared technology Bluetooth Wi-Fi 802.11x


Wireless Communications

Wireless communications can be unreliable and slow, wireless-device bandwidth is about one fifth of the capabilities of a standard dial-up connection

General packet radio services (GPRS) Enables devices to transmit data at speeds of up to 114 kbps

Universal mobile telecommunications standard (UMTS) Will offer transfer speeds of up to 2 Mbps for wireless devices

Smart phones Mobile phones that send and receive both voice and data messages Used to securely send and receive secure mobile transactions


The Carriers Rule!

Rollout of wireless Internet services depends on the carriers They own the bandwidth licenses Competing standards, esp. in the US Investment in infrastructure Global and nationwide coverage Auctions for new bandwidth Competition Cooperation

Contrast the situations in Europe, Japan and the US.


Future of Wireless Internet Decreasing cost and size of wireless phones and mobile devices Improving technology Increasing number of devices made wireless Increased venture capitalist interest in wireless technology


Ultimate Wireless Device

Combination of all features of a mobile phone, PDA and two-way pager

Camera for video telephony and photography Make calls from anywhere in the world Send and receive e-mail in real-time, without having to dial into a

service provider Maintain your address book, schedules, to-do lists, etc. Built-in GPS System


Transforming the PC-based Web

Sites must be rearchitected Mapping (UAL) New business models needed

Location-based services Push vs. Pull CRM – customer knowledge/preferences Device ubiquity Interaction b/w voice and data


Alpha-numeric Pager

Web Phone

Wireless PDA

Book a Flight X X

My Itinerary X X

Flight Availability X X

Flight Status X X

Flight Paging X X X

Mileage Plus Summary X X

Mileage Plus Upgrade Status

X

Mileage Plus Award Travel Availability

X

Contact United X X

http://www.united.com/page/middlepage/0,1454,66,00.html


Host content:-HTML-WML-cHTML*

User-agent detection

Figure 1. Version Adaptation

Host content:-HTML

User-agent detectionGateway Transcoding-- [Server-specific API]--WML--cHTML

Figure 2. Gateway Transcoding

Host content:-HTML-XML-XSLT/XPath

Figure 3. Template Adaptation

User-agent detectionTemplate translation-- [DOM/ASP/JSP/servlet]--WML--cHTML

Content Adaptation for Mobile Web

Zhou & Chan, 2003

* Short for compact HTML, a subset of HTML for small information devices, such as smart phones and PDAs. cHTML is essentially a pared down version of regular HTML over the Internet.


Tasks with Added Mobile Values Time-critical needs and arrangements, Spontaneous needs and decisions, such as auctions, email, and news, Entertainment needs, Efficiency needs and ambitions, Mobility related needs.

Source: Anckar & D’Incau, 2002.


Wireless Usability Research Avoid scrolling, Use a flat hierarchy, Design a navigation system consistent with a regular Web browser, Design a back button, Provide a history list, Provide an indication of signal strength, Reduce user’s memory load, and Limit the search scope to improve search efficiency.

Chan et al., 2002.


M-commerce Contrasts with Traditional Ecommerce

Compare to traditional web Smaller screens Low bandwidth Monochrome vs. Color Character vs. Bit modes Font control Limited local memory Limited data entry capabilities Mini browser features

Phones vs. PDAs vs. new form factors


Innovation is a key; technologically savvy people will continue to develop and improve wireless devices for consumers needs globally.

M-commerce will provide access to web-based solutions from virtually every location in the world.

"Methods of mobile payments will create $25 billion worth of trade by 2006” says a study from Frost & Sullivan.

M-commerce Strengths


History tells us tech companies are far too eager to proclaim a revolution. However, history shows that a huge new market does not just show up overnight.

It takes years for consumers to catch on to a new technological development. Tech companies entering into the market have no idea what kind of business

model they should follow. Is a consumer really going to pick up their cell phone and want to hear a

commercial advertising Pepsi? Wireless Application Protocol (WAP) is required with all web-enabled

wireless devices but it has several significant limitations. Adoption of m-commerce cannot justify the costs that go into producing web-

enabled wireless devices.

M-commerce Weaknesses


Obstacles for m-Business Adoption One of the challenges is to discover just how consumers might be

inclined to use wireless devices for shopping. Wireless service is not universally available or reliable and still

relatively expensive. Limited bandwidth restricts the amount of data that can be sent over

the wireless network. Wireless devices have significantly smaller memory capacity and less

powerful processors than desktop computers. Application development and security standards still evolving.


M-commerce & B2B Services Industry vertical applications

Deliveries (UPS, FedEx) Construction site supplies Agricultural sensors Insurance adjustors Government inspectors Real Estate Equipment management Incorporating XML Replacing EDI


m-Business

m-Business e-Business using wireless devices with Internet access B2C marketplace

Increased conveniences for consumers Frequent, small transactions Receiving news, sports scores, e-mail, coupons and

advertisements B2B marketplace

Salespeople can access product databases and place orders Address customer needs immediately Ordering and billing will be conducted remotely


M-business Services – Location Tracking Location tracking

Can be used for navigation, such as GPS (Global Positioning System) devices installed in cars

Can be used by shipping companies to track delivery trucks, giving customers more accurate tracking information and expected delivery time

Can also be used for targeted marketing


Location-based Services

911 locator Government mandate Triangulate position from 3 towers

Advertising Impulse buying, walking past a store Discounts

Mapping and Directions Weather forecasts


M-business Services – Global Positioning System (GPS)

Developed by the United States Department of Defense Uses satellites to track a user’s position (vertical and horizontal),

velocity and the time in their location Six circular orbits (four satellites per orbit), five ground stations and

three antennas Triangulation

Three (of four) satellites are used to determine the latitude, longitude and altitude of the receiver, the fourth satellite is used to check for errors in the triangulation


Internationalization


Global e-Business Opportunity for expansion An ambitious and expensive investment that does not guarantee

increased revenue Potential global businesses must review expected revenues vs.

expected cost Linguistic and cultural barriers


Internationalization and Localization Internationalization (I18n)

Restructuring the software used by your e-business so that it can process foreign languages, currencies, date formats and other variations involved in conducting business globally

Compatible with 16-bit character encoding systems (Unicode) and other computing standards

Localization (L10n) Includes the translation and cultural adaptation of your site’s

content and presentation Online translation services

Enterprise Translation Server ; Alis Technologies Logos ; AltaVista’s Babelfish

http://www.transparentlanguage.com/

http://www.transparentlanguage.com/

http://www.alis.com/


Internationalization and Localization Online translators are not 100 percent reliable Consider the context of the message in a foreign culture Translate META tags and text within graphic images Adaptation of site layout to accommodate translations Color scheme and logo translation Conversion rates Examples: Ikea, United Airline, Yahoo; Amazon


Internationalization and Localization

Consider downloading capabilities in foreign markets Global content

Refers to information and design that requires translation, but is essentially the same for all cultures

Regional content Product and marketing information that is usually written once in

English and then adapted for various markets Local content

Material on specific regional pages that appears only on that Web site, such as regional promotions, pricing, delivery and store or office locations


Internalization creates widespread upheaval & increases consumer power

Auto

Net

Pre-technology Adoption Internalization

Mom-and-pop stores on

Main Street

Strip malls aggregatemom-and-pop stores

Retailers benchmarkWal-Mart’s

distribution model

Amazon.com and eBaychallenge Wal-Mart by

creating Web versions oftraditional businesses

Amazon.com and Wal-Mart forced to adopt new business models like

demand aggregation and personal stores

Doing old things in new ways”

“Doing new things in new ways”

Wal-Mart combinesall stores under one roof,

mom-and-pop storesclose their doors

Consumer gain: convenience

Consumer gain: lower prices, better selection,

more convenience

Consumer gain: lower prices, better selection,

more convenience

Consumer gain: ability to set prices and drive

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Choosing an International Market Focus time and money in one or two key markets initially Research competitors and visitors in foreign markets When choosing an international market consider:

The number of people online Internet usage growth rates Per capita income The consumers’ expectations of your business

Resources Global Reach (http://global-reach.biz/globstats/index.php3 Projections

(http://glreach.com/eng/ed/art/2004.ecommerce.php3)


Obtaining a Local Internet Address

.com domain name is the most universally recognized address on the Web

Domain-name registration in foreign countries is often complex May require owning a trademark or incorporating your business in

the foreign country Organizations offering domain name registration services:

NetNames


Internalization is different from adoption

Adoption layers a new technology onto existing behavior. People do old things in new ways. Adults are adopting the Net.

Internalization drives changes throughout society. People do new things in new ways. Young consumers are the first generation to internalize the Net.


Internalization changes the rules Rule 1: Information is everywhere

Consumers will access dynamically generated information from multiple devices

Rule 2: Personal information has value Consumers will exchange personal information for free or customized

products and services Rule 3: Choice is a human right

Suppliers will create customized products and services in response to individual consumers’ demands

Rule 4: There is such a thing as a free lunch Companies will develop loss-leaders to gain exposure to consumers and

drive alternate sources of revenue Rule 5: Building trust doesn’t require face-to-face interaction

Consumers will build trust and seek advice online


Internationalization Impact on Payment Systems

Offer alternatives to credit-card payment In many countries, credit cards are far less common than in the United

States In Europe, cash-on-delivery is a common form of payment

Giros: Wire transfers between bank accounts Direct Debit

e-Payment service from an American company called EuroDebit Enables electronic debits from European customers’ bank accounts to

be sent to merchants’ bank accounts for a small fee Other Methods:

smart card, e-cash


Next Session Highlights: Final Exam

session 9 notes

Technology

wireless web technology

wireless phones

wireless handheld devices

wireless internet works

wireless device wml

web access

web content

wireless isp proxy server