Assignment mis 2017 (wow.lk)

Sri Lanka Institute of Information Technology
B.Sc. Special Honors Degree in Information Technology
Specialization: Information Systems
ManagementInformation Systems (IM301)
Group Assignment
WOW.LK
Student ID Student Name
IT15118028 K.U.K Perera
IT15070890 De Silva W.S.S.
IT15102188 ThilakasiriW.P.M
Group Members
Date of Submission: 14/04/2017
Due Date: 15/04/2017

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Acknowledgement
We wish to express our sincere gratitude to Mrs. Chathurangika
Kahandawaarachchi for the direction she provided us in preparing and developing this report
statement.
As well we would want to expressed gratefulness gratitude to the Digital Commerce Lanka
(Pvt) Ltd (wow.lk) and Dialog Axiata PLCs management and employees specially Mr.Shennon
Perera Head of Customer Experience in wow.lk, Mr.Rakitha Welagedara-Chief Operating
Officer wow.lk and also Mr.Jihan Akbar-Associate Service Centre Manager in Dialog Axiata
PLC for their support and encouragement in integration this report and gave us the details we
needed to make this report successfulness.
Finally we expressed to thank Mr.Sheyantha Abeykoon - CEO, in Digital Commerce Lanka
(Pvt) Ltd (wow.lk) who grant permission to get those all kind of details and information to our
hands.

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Abstract
The main objective of this assignment is to understand the critical analysis of
electronic commerce application for one of the Sri Lankan business organization. As for our
assignment module Management Information Systems we have selected ‘wow.lk’ Dialog
Axiata PLCs electronic commerce application.
This E-Commerce site is highly popular among Sri Lankans because this site mainly focused
on customer satisfaction and needs. And the wow.lk is the largest e-commerce website and
online shopping mall in Sri Lanka.
Wow.lk used new technology as well. They have easy communicated paths like Facebook,
YouTube, Instagram and twitter. Normally youth and literate knowledge people used those
social Medias. They can continue them by using those social paths. WOW.lk vision is to
provide only the best e-commerce experience to both sellers and buyers across a variety of
products and services. Through this analysis we want identify how this organization could
achieve those objectives by the way.

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Table of Contents
 Title Page
 Acknowledgement
 Abstract
01. Introduction…………………………………………………………...5
02. Services Provided…………………………………………………......6
03. Competitive Position………………………………………………...10
04. Use of Information TechnologyInfrastructure…………………....13
I. Organization Perspective…………………….13
II. Customer Perspective………………………...15
III. Payment Methods…………………………….16
05. Information Resources……………………………………………....17
06. Business Intelligence………………………………………………....19
I. Understand Customer………………………..19
II. Understand Customer Behaviors…………....20
III. Forecasting the Business Details……………..21
IV. Recommendation of Products………………..22
07.Manages Changes Happenin the Industry…………………………23
08. Conclusion…………………………………………………………….24
09. References…………………………………………………………….25
10. Appendix……………………………………………………………...26

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01. Introduction
“Wow.lk” is the largest and leading E-commerce website in Sri Lanka
operated by Digital Commerce Lanka (Pvt) Ltd, a group company of Dialog Axiata PLC. This
site was one of the pioneer website in Sri Lanka and very popular among Sri Lankan
community. This site hosts a staggering variety of deals, original products with warranty,
multiple payment options and island wide delivery service, thus offering customers the
complete shopping experience.
This organization was establish in 2011 and the organization has since become the leading
electronic-commerce company active in the Sri Lankan e-market industry, catering to both
international and local customers. Utilizing a highly qualified and experienced team of
professionals in running with wow.lk with the extensive resources, the company's vision is to
provide only the best e-commerce experience to both merchants and consumers across a variety
of products and services.
Source: - www.dialog.lk/investment-in-digital-commerce-lanka-pvt-ltd

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02. Services Provided
Wow.lk mainly divided their service into 5 main sectors they are:-
i. WOW Deals
ii. WOW Mall
iii. WOW Travel
iv. WOW Fashions
v. WOW Classified
i. WOW Deals: -
Deals segment offers a wide range of offers with discounts up to 70%
discount, which are raised daily to offer consumers a combination of great savings and
a greater variety of products to choose. Covering everything from services and product
to travel and events, WOW Deals brings customers to the best deals every day.

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ii. WOW Mall :-
The online mega mall of “wow” has a catalogue of over 3,500 product
from over 100 recognized traders and brands from all around the world. It gives
consumers the opportunity to order from a wide selection of original goods and major
brands from international and local dealers, with warranty and delivery throughout the
island. The mall has many secure payment methods like credit card transactions, cash,
payment on delivery, ez Cash and direct operator billing.
iii. WOW Travel:-
WOW.lk is link with several leading hotels restaurants and resorts
around Sri Lanka to deliver a quality range of holiday destinations and places. wow.lk
collaborate with the largest destination management company in Sri Lanka, Walkers
Tours, to launch wow Travel, which provides facilitate consumers with only the best
travel deals available in the market-place.

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iv. WOW Fashion:-
In WOW.lk they specifically supports the fashion segment also.
That it provides customers to variation of fashionable goods with an assortment of
from textile and clothing to accessories, ornaments and jewelries.
v. WOW Classifieds:-
WOW.lk maintain one of the leading classified websites in Sri Lanka
in cooperative with the best and largest print classified owners the “Wijeya Newspaper
Group”. The website "hitad.lk" allows potential sellers and buyers to meet their needs
and wants and in various categories of goods like vehicles, to real estate, home
appliances and electronic

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Apart from these segments in this website (wow.lk) also contains and maintain online
store market with several type of goods and items their items divided into 10 different
types
 Electronic
 Phones and Tabs
 Fashion
 Home and Kitchen
 Health and Beauty
 Baby and Kids
 Sport and Fitness
 Food and Giftables
 Others
 Brands

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03. Competitive Position
E-commerce industry in Sri Lanka is growing strongly and experiencing
a higher rate of growth in recent years. Wow.lk arrange efficiently and quality services to the
Sri Lankan community since 2011, This site has been able to succeed and maintain to acquire
its leading position in e-commerce sites for several important key reasons Sri Lanka has:-
 Population: 21 866 445
 Internet Users: 4 788 751
 Average Internet Penetration Rate: 22%
Therefor Industrial pressure on the E-commerce site is analyzed using Porter’s 5 forces
model. They are
 Bargaining power of Buyers
 Bargaining power of Suppliers
 Competitive Rivalry
 Threat of New Entrants
 Threat of Substitutes
Wow.lk has a larger customer base than other competitors.so the "Bargaining power of Buyers"
of wow.lk gave its customers a wider range of products with very attractive relieving discounts.
Although the bargaining power of customer’s
wow.lk are high, As a result wow.lk
customers will always be more impressed
with the wow.lk services.
E-commerce trends across the Sri Lankan
market segment have remained steeply in the
direction of electronics and mobile phones
lately. The facts show that online customers in
Sri Lanka are primarily interested in searching
for and buying consumer electronics and
mobile phones, followed by used motor
vehicles, employment, clothing and
accessories, properties Real estate residential

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for sale, education Travel hotels and accommodation, dating services, computers and
peripherals and motor vehicles by brand, respectively.
Wow.lk always strives to get products directly from the manufacturers and also maintains
policy of disintermediation and strives to maintain good business relationships with suppliers.
As a result wow.lk goods suppliers are trying to make better contacts and made deals. Many
manufacture vendors are trying to make a connection with wow.lk due to the best business
environment in this website and organization. Therefore “Suppliers Bargaining power” is very
low by the way.
The current competition between E-Commerce sites are growing advantageously with
the increasing number of users in the E-market. When we thinking the “Competitive Rivalry”
of wow.lk, their main opponent competitors are MyDeal.lk (Powered by Mobitel Sri Lanka),
ikman.lk, Kapruka.lk, Takas.lk, laabai.lk and Shopping.lk but wow.lk still got and secure
number one position by vast number of products and services with effective differentiation of
product and by maintaining good customer services.

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“Threat of new Entrants “As a trend there is a high risk that other new E-
Commerce sites will enter the market with sufficient functionality. For the new entrant the
entry and exit barriers are not solid or concrete. But wow.lk is not much affected by new entries
in the market because they have good reputation and trade power.Wow.lk gave very well
trustworthy to any kind of customer thus they made advanced goodwill in E-Businesses.
Therefore threat of new entrant not highly improper bothered to wow.lk customer base.
World Ranks
After e-money came to the industry e-commerce sites are revolutionary develop
during the past few years, they coming with providing customize product to the customers,
give better after services to the customers, and customer can select expected quality products
from these sites. Therefor there is a moderate level “Threat of Substitutes” to the traditional
ecommerce sites. For wow.lk which are providing same similar products and services as
wow.lk to the market. Overall Wow.lk provide better service to their customer base with many
variety product with discounts and other features. But threat of substitution is somehow fairly
affected to the wow.lk trading’s because Sri Lankan society is very dynamic they always want
quality of goods and also looking cheap prices.

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04. Use of Information TechnologyInfrastructure
I. Organization Perspective
Any kind of electronic commerce companies needs a modernize Tec-
infrastructures otherwise they haven’t got any going concerns for their business. When we take
wow.lk they manage good technological infrastructures for their day today business activities.
Wow describe it by related from following facts.
Wow.lk headquarters are situated in Colombo therefore they do their all hosting activities
through this HQ. Their site contain new technology based webservers and it's pretty powerful
set of facilities and hosting tasks simultaneously and also they got advanced IT and Business
Knowledgeable employees for manage these activities.
Wow.lk is directly linked with the World Wide Web go through the internet backbone which
is owned by the Dialog Axiata Company. Organization inside them got high speed LAN
connection also for their internal activities. The LAN network is link with their main server
and the main server is link with the disaster recovery area centralized server and with the main
ISP dialog.
In wow headquarters they have oracle database system and management solutions to transfer,
retrieve and store intelligence data and information about customer details, transaction details,
product details, suppliers’ details and also sales details.
Wow.lk established backup server with the database facilities in private and isolated location
they called this as a disaster recovery management system. They used this as the second option
of any system interrupting. Thus always main system represent that their systems will run 24/7
without any delay or breakdown and systems are automatically backup operation and will be
able to provide customer service without interference and or any delay.
Digital Commerce Lanka (Pvt) Ltd (wow.lk) gave brief sketch about how they manage
infrastructure about their organization information system and network model and how they
behave day today. This mention below diagram is somewhat equal to the Digital Commerce
Lanka (Pvt) Ltd (wow.lk)’s network architecture model.

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Sketch Network Diagram
II. Customer Perspective
When it comes to O.S (operating systems) using for browsing e-commerce
websites in Sri Lankan community, Microsoft Windows leads the list for 73% of the total time
sessions and the average time duration and the e-commerce conversion rate of Microsoft
Windows are also pretty high value. Microsoft Windows is closely pursue by the Android
operating system with 18% sessions. The other rest of e-commerce traffic in Sri Lanka comes
from other operating systems including Linux, iOS, Macintosh, Nokia OS, Windows Phone,
and BlackBerry.

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With fast transformation of technology and the arrival of cutting-edge and
advanced software, internet community procreate services of different internet browsers to surf
roam freely in the World Wide Web. In Sri Lanka 57% of the total e-commerce visitors using
Google Chrome browser and it’s very popular among people. Mozilla Firefox at second place
with 20% of the total e-commerce visitors The rest of the 23% e-commerce traffic in Sri Lanka
comes via Internet Explorer, Android Browser, Safari, Opera, UC Browser and Maxthon
respectively. Wow.lk design and support all type of browsers smoothly and perfectly.
As a conclusion lead by wow.lk with relating to devices used for browsing e-commerce sites
each and every year, personal computers such as laptops, notebooks, Ultrabook and desktops
lead the list with 75% of total annual traffic followed by tablets and mobile phones with 4%
and 21% respectively.
Electronic commerce conversion statistics with related to devices prove that visitors suggest
applying mobile devices and tablets to collect product and services information, conduct
analysis about the product quality and specifications and compare prices, find it more
convenient to make an online purchase.
28%
27%
21%
10%
1%
1%
4%
6%
2%
The interest initiated by advocate to newsletters,
setting up connection with the website's social pages,
or pointedly seeking product on search engines.

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III. Payment Methods
Most of the electronic commerce sites in Sri Lanka have merchant
accounts integrated on portals to facilitate credit card transactions. However, aforesaid
e-commerce sites also allow multiple other payment methods. In wow.lk offers a
different kind of payment options making the transaction process comfortable.
 Pay by Cash.
 Using HSBC, Sampath VISA or Master Card (Special Discounts applicable for
selected items).
 Using VISA or Master Card.
 Using AMEX Card.
 Pay using customer Mobile.
 Pay using Dialog ez Cash.
 Pay using Dialog Star Points.
If customer chose to pay by cash customer have three ways of doing it:-
1. At any Dialog Outlet.
2. At any HNB Branch.
3. At the wow.lk Head Office.
If customer chose to get the product delivered to home, customer also get the option of paying
upon delivery – Cash on Delivery.

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05. Information Resources
In this organization (wow.lk) mainly cover three areas of information
resources. Every details mainly cover that areas very important to this organization for day
today and future decision makings.
 Product Details
 Customer Details
 Transaction and Order Details
 Product Details:-
Wow.lk manage different variety of products with their details like
suppliers, manufactures, product type, Retails prices, prices with or without Tax, manufactured
date, expiration dates, registration no. etc. and also this product details link other two resources
customer and transaction and ordering details. Because wow.lk use this details to organize the
products and show them in the e-commerce site.

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 Customer Details:-
Wow administration mainly register their loyal customers to their site therefore
they maintain register customers details accordantly and made unique account with included
personal details like Home address, mobile number etc. After registration each and every
customer get customer loyalty card number for their own uses.
 Transaction and Order Details:-
The procedure from customer ordering to payment settlement wow.lk is
always trying to provide a better, reliable, safe and fast transaction process among customer
and e-commerce site, by means wow.lk was able to provide more survey and supervision of
the transaction flow of the whole routing as the process this is very complex and safe.
Through this complex transactions wow.lk obtaining major ideas of customers’ side, wow.lk
carefully store those details for their future transactions and activities. All of Those information
are stored their organization categorically, efficiently and effectively for theirs day today and
future activities for provide better service to customers.

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06. Business Intelligence
Wow.lk mainly thought marketing perspectival how to sell the best thing
in right place and right time. Therefor they use some great techniques of selling things. From
these techniques customer can get clear and define idea about how and what their purchases
can be made. From this techniques wow.lk always wanted to increase customer’s Ready to buy
behavior.wow.lk accordingly doing these in creative way. They are
I. Understand Customer
II. Understand Customer Behaviors
III. Forecasting the Business Details
IV. Recommendation of Products
i. Understand Customer:-
Through customer profiles of wow.lk collected all important
details of relevant customers because through this process wow.lk BI unit would
understand different possessions and levels of customers existed. This process
also study the patterns of the customer purchasing made by, what they like and
what they want, and what they don’t want as well as customer checking time on
a particular item or service.

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68%
32%
ii. Understand Customer Behaviors:-
After collecting customer details wow.lk find customer’s behavior
inside website this cause to help get ordinary idea about customer’s behavior.
Wow.lk used two different methods to find those behaviors of customers, that’re
time series analysis and regression techniques. From these kind of behavioral
information wow.lk will guess what’s going on in forthcoming and take
marketing action to promote items or services through their website.

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iii. Forecasting the Business Details:-
Using the information of the customer behavior, wow.lk be able
to predict their marketing and business process productively and smoothly.
Wow.lk apply preferred item pattern and searching patterns to recommended
product and services to customers likewise if customer searching particular
goods or service wow.lk suggest substitution or alternative products to
customers. After customer brought some particular product wow.lk mention
some complementary type goods or services relevant for that products.
iv. Recommendation of Products
Wow.lk always try to motivate customers for purchasing
products, therefor they use different techniques to motivate customers like price
discounting, and lowering the prices are the actions to get more attraction from
people. Other than that when customer purchasing some particular product or
service through wow.lk website, transaction of customer obligatory recorded in
wow main systems. From these kind of data’s wow.lk use to predict customer
will have the ability to brought complementary product or services. Also wow.lk
gave some discount and fair prices to those complementary products.
Wow.lk always try to build good relationship with loyal
customers. Each and every time they keep in touch with customers.wow.lk use
different type of communication methods to approach customers through
 Emails
 SMS

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 WhatsApp
 Viber
 Social Medias (Facebook, twitter, Instagram)

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07. Manages Changes Happen in the Industry
Modern electronic commerce strategies across the world are an outcome of
customers and resulting data records, e-commerce trends for the modernized day and present a
sound base for future forecasting. As in dynamic changing industry electronic commerce
business always ready to accept any beneficial changes that coming from surrounding
environment.
With the strength of their parental company Dialog Axiata PLC, wow.lk contest with their
competitors tit for tat. That because why wow.lk is the largest e-commerce website and online
shopping mall in Sri Lanka .It show us in world ranking also. Further wow.lk quickly adapt
dynamic changes that occur in surround environment. And also wow.lk using different tactics
and marketing strategies to attract the new customers to their website. In preciously Digital
Commerce Lanka (Pvt) Ltd (wow.lk) has good literate knowledge working force they’re
responsible for bring a uniform brand image that detention customers by promoting sales on
the Web.
Furthermore, wow.lk trying each and every time to sell goods and services right place and right
time with affordable prices for customers. And also take a heed to provide clear details about
selling thing. Wow.lk use high transaction security system for customers own sake. That
because why wow.lk has been able to continue their business process without any pressure to
their profit generating. In Sri Lankan electronic commerce market is forecast to attain more
than 72% growth rate in e-commerce transactions and 10% exponential growth in e-commerce
transactions for each and every passing quarter.

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08. Conclusion
Wow.lk mainly use for selling goods and services through internet. “Wow.lk” is the
largest and leading E-commerce website in Sri Lanka and very popular among Sri Lankan
community. Through our report we discussed how wow.lk provide services to the customers,
competitive position among other rivals, how information technology infrastructure within the
company to facilitate customer interaction, how the wow.lk maintains its information
resources, use of business intelligence affect customers and how organization manages changes
happen in the industry. For each topic we provide in detail information with precedent.
As wow.lk looks forward in the future, the organization has various preparation for further
advancement and will keep on impacting e-commerce in Sri Lanka. Wow.lk is always focused
on concentrated about the satisfaction and financial advantages of buying items on the internet,
and will quickly as possible present new innovation and an increase service offering to seal its
position as the main e-commerce site in the Sri Lanka.
Already wow.lk has huge loyal customer base to their website this is a big asset for this
company. Within short period of time they reach some great achievement in e-commerce
industry, precious customer service is one reason for that. On time delivery system is another
circumstance, and exiting offers for products and services is another thing. Likewise wow.lk
has very important unique and inheritable strategies than other e-commerce sites. Take
advantage of more skilled and capable span of professionals in performance with the major
resources of ‘DCL’, the wow.lk vision is to provide only the best e-commerce experience to
both seller and buyer across a range of products and services.

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09. Reference
i. http://www.wow.lk/
ii. Researched and Compiled by Regional Head of SEO - Asia: Haris Khan
Copywriter: Sameer Akbar Malik
Web Developer: Gautier Husson
http://www.daraz.lk/research/
iii. Dialog Axiata PLC Annual Report 2015
Investment in Digital Commerce Lanka pvt Ltd
https://www.dialog.lk/
iv. Top Sri Lanka
http://www.startupranking.com/top/sri-lanka
Top Worldwide
http://www.startupranking.com/top
v. @wow.lk Facebook
https://www.facebook.com/wow.lk/?fref=ts
vi. Instagram
https://www.instagram.com/wow.lk/?hl=en
vii. Google Trends
https://trends.google.lk/trends/?hl=en

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10. Appendix
Excerpt from page 122 of Dialog Axiata PLC Annual Report 2015 Financial and Operational
highlights relevant to Digital Commerce Lanka (pvt) Ltd.
END.

Assignment mis 2017 (wow.lk)

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