E Commerce - intro.ppt

Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 1.1
Chapter 1
Introduction to e-business and
e-commerce

Slide 1.2
Introduction
Part 1
Introduces e-business and e-commerce and
their relevance to businesses and consumers. It
clarifies e-business terms and concepts such as
online business, revenue and technology
models by reviewing alternative applications
through activities and case studies.

Slide 1.3
Introduction to e-business and e-commerce
• The impact of the electronic communications
on traditional businesses.
• What is the difference between e-commerce
and e-business?
• E-business opportunities.
• Business adoption of digital technologies for
e-commerce and e-business.
• E-business risks and barriers to business
adoption.
• Management responses to e-commerce and
e-business.

Slide 1.4
Learning outcomes
• Define the meaning and scope of e-business
and e-commerce and their different elements
• Summarize the main reasons for adoption of
e-commerce and e-business and barriers that
may restrict adoption
• Outline the ongoing business challenges of
managing e-business and e-commerce in an
organization.

Slide 1.5
Management issues
• How do we explain the scope and implications
of e-business and e-commerce to staff?
• What is the full range of benefits of
introducing e-business and what are the
risks?
• How do we evaluate our current e-business
capabilities?

Slide 1.6
Introduction
• Organizations have now been applying technologies
based on the Internet, World Wide Web and
wireless communications to transform their
businesses for over 15 years since the creation of the
first web site (http://info.cern.ch) by Sir Tim Berners-
Lee in 1991.
• Deploying these technologies has offered many
opportunities for innovative e-businesses to be
created based on new approaches to business.
• Table 1.1 highlights some of the best-known
examples and in Activity 1.1 you can explore some of
the reasons for success of these e-businesses.

Slide 1.7
Table 1.1
• Year Company / site Category of innovation and business
model Founded:
• 1994 Amazon Retailer.
• 1995 (March) Yahoo! (yahoo.com) Directory and portal.
• 1995 (Sept) eBay Online auction.
• 1995 (Dec) AltaVista (altavista.com) Search engine.
• 1996 Hotmail (hotmail.com) Web-based e-mail,Viral marketing
(using e-mail signatures to promote service),Purchased by
Microsoft in 1997.
• 1998 GoTo.com (goto.com) Pay-per-click search marketing.
• Overture (2001) Purchased by Yahoo! in 2003.
• 1998 Google (google.com) Search engine.
• 1999 Blogger (blogger.com) Blog publishing platform
Purchased by Google in 2003.
• 1999 Alibaba (alibaba.com) B2B marketplace with $1.7 billion IPO
on Hong Kong stock exchange in 2007. See case in Chapter 2.

Slide 1.8
• 1999 MySpace (myspace.com) Social network.
• Formerly eUniverse Purchased by News Corp in 2005.
• 2001 Wikipedia (wikipedia.com) Open encyclopedia.
• 2002 Last.fm A UK-based Internet radio and music
community web site,founded in 2002. On 30 May 2007,
CBS Interactive acquired Last.fm for £140m
(US$280m).
• 2003 Skype (skype.com) Peer-to-peer Internet
telephony VoIP – Voice over Internet protocol.
• Purchased by eBay in 2005, 2003.
• Second Life (secondlife.com) Immersive virtual world.
• 2004 Facebook (facebook.com) Social network
applications and groups.
• 2005 YouTube (youtube.com) Video sharing and rating
• 2007 Joost (joost.com) Quality video broadcast service.
• IPTV – Internet Protocol TV.
• ?? The future ??

Slide 1.9
Continue
• For the author, e-business and e-commerce is an
exciting area to be involved with, since many new
opportunities and challenges arise yearly, monthly
and even daily. Innovation is a given, with the
continuous introduction of new technologies, new
business models and new communications
approaches.
• For example, Google innovates relentlessly. Its
service has developed a long way since 1998
(Figure 1.1) with billions of pages now indexed and
other services such as web mail, pay per click
adverts, analytics and social networks all part of its
offering. Complete Activity 1.1 or view Table 1.1 to
see other examples of the rate at which new
innovations occur.

Slide 1.10
Figure 1.1 Google circa 1998
Source: Wayback machine archive: http://web.archive.org/web/19981111183552/google.stanford.edu

Slide 1.11
E-business innovation and
opportunity
• Since Google was launched in 1998 which
e-business start-ups have transformed the
way we work, live and play?
• How has Google innovated in search and its
business table?
• See Table 1.1 for some of major innovators

Slide 1.12
The impact of the Internet on
business
• Andy Grove, Chairman of Intel, one of the
early adopters of e-commerce, has made a
meteorological analogy with the Internet. He
says:
Is the Internet a typhoon force, a ten times
force, or is it a bit of wind? Or is it a force that
fundamentally alters our business? (Grove,
1996)

Slide 1.13
E-business opportunities
• Reach
– Over 1 billion users globally
– Connect to millions of products
• Richness
– Detailed product information on 20 billion +
pages indexed by Google. Blogs, videos,
feeds…
– Personalized messages for users
• Affiliation
– Partnerships are key in the networked
economy

Slide 1.14
Internet risks – what can go wrong with a transactional
site?
•
1.False orders made by customers
•
2. Incorrectly input orders
•
3. Insufficient security
•
4. People are usually hesitant to give out banking details over the
internet
•
5. After sales service may be hard to organize depending on store location
and postage
•
‫المعامالت؟‬ ‫موقع‬ ‫في‬ ‫خطأ‬ ‫يحدث‬ ‫أن‬ ‫يمكن‬ ‫الذي‬ ‫ما‬
•
•
‫العمالء‬ ‫قبل‬ ‫من‬ ‫كاذبة‬ ‫أوامر‬
•
•
‫صحيح‬ ‫غير‬ ‫بشكل‬ ‫إدخالها‬ ‫أوامر‬
•
•
‫األمن‬ ‫كفاية‬ ‫عدم‬
•
•
‫اإلنترنت‬ ‫عبر‬ ‫مصرفية‬ ‫تفاصيل‬ ‫إعطاء‬ ‫في‬ ‫يترددون‬ ‫ما‬ ‫عادة‬ ‫الناس‬
•
•
‫موقع‬ ‫على‬ ‫اعتمادا‬ ‫تنظيم‬ ‫الصعب‬ ‫من‬ ‫يكون‬ ‫قد‬ ‫البيع‬ ‫بعد‬ ‫ما‬ ‫خدمة‬
‫والبريد‬ ‫مخزن‬

Slide 1.15
What is e-commerce and e-business?
You are attending a role in the e-business team of a global bank
You anticipate you may be asked the distinction between
E-commerce: Electronic commerce (e-commerce)
All electronically mediated information exchanges between an
organization and its external stakeholders Kalakota and Whinston
(1997) refer to a range of different perspectives for
e-commerce:
1 A communications perspective – the delivery of information,
products or services or payment by electronic means.
2 A business process perspective – the application of technology
towards the automation of business transactions and work-flows.
3 A service perspective – enabling cost cutting at the same time
as increasing the speed and quality of service delivery.
4 An online perspective – the buying and selling of products and
information online.

Slide 1.16
E-business:
Electronic business (e-business)
All electronically mediated information
exchanges, both within an organization and with
external stakeholders supporting the range of
business processes.

Slide 1.17
Buy-side e-commerce and Sell-side
e-commerce
• Buy-side e-commerce
E-commerce transactions between a
purchasing organization and its suppliers.
• Sell-side e-commerce
E-commerce transactions between a supplier
organization and its customers.

Slide 1.18
Figure 1.2 The distinction between buy-side and sell-side e-commerce

Slide 1.19
Figure 1.3 Three definitions of the relationship between e-commerce and e-business

Slide 1.20
• In Figure 1.3(a) there is a relatively small overlap between
From Figure 1.2 we can reject Figure 1.3(a) since the overlap
between buy-side and sell-side e-commerce is significant.
Figure 1.3(b) seems to be more realistic, and indeed
many commentators seem to consider e-business and e-
commerce to be synonymous.
It can be argued, however, that Figure 1.3(c) is most realistic
since e-commerce does not refer to many of the
transactions within a business, such as processing a
purchasing order, that are part of e-business.
So e-commerce can best be conceived of as a subset of e-
business and this is the perspective we will use in this
book.
Since the interpretation in Figure 1.3(b) is equally valid, what
is important within any given company is that managers involved
with the implementation of e-commerce or e-business are agreed
on the scope of what they are trying to achieve!.

Slide 1.21
Figure 1.4 The relationship between intranets, extranets and the Internet

Slide 1.22
Intranet and Extranet
• Intranet :
A private network within a single company using
Internet standards to enable employees to
access and share information using web
publishing technology.
• Extranet :
A service provided through Internet and web
technology delivered by extending an intranet
beyond a company to customers, suppliers
and collaborators.

Slide 1.23
• If information is restricted to employees inside an organization,
this is an intranet as is shown in Figure 1.4.
• In a survey of 275 managers responsible for an
intranet featured in CIO (2002),
The main benefits mentioned by managers were:
1. Improved information sharing (customer service), 97%
2. Enhanced communications and information sharing
(communications), 95%
3. Increased consistency of information (customer service), 94%
4. Increased accuracy of information (customer service), 93%
5. Reduced or eliminated processing, 93%
6. Easier organizational publishing, 92%.
• It is apparent that benefits focus on information delivery
suggesting that management of information quality is a key
to successful use of intranets.

Slide 1.24
• As an example, an online bank can potentially use
many of these technologies to communicate with its
customers according to the customers’ preferences –
some prefer to use the web, others mobile banking
or SMS alerts, others wireless or interactive TV and
others traditional channels.
• Bank First Direct (www.firstdirect.com) which is part
of the HSBC banking group has a strategy of
innovation and showcases its latest approaches in
First Direct Interactive (Figure 1.5).
• It uses SMS short codes as direct response from
TV or print advertising to integrate traditional and
digital media channels and also uses SMS
periodically to deliver relevant related product offers
to customers.

Slide 1.25
Figure 1.5 First Direct Interactive (www.firstdirect.com)

Slide 1.26
Mini Case Study 1.1 gives an example of a
viral campaign which helped sell products
• This example shows how an engaging idea
can be discussed initially online and then in
traditional media to help increase the
awareness of a brand.
• On the WillItBlend campaign micro-site
(www.willitblend.com, Figure1.6) a blender
designed for making smoothies has blended
an iPhone, an iPod, golf balls, glow sticks and
a video camera and more.

Slide 1.27
Figure 1.6 Blendtec viral campaign micro-site (www.willitblend.com)

Slide 1.28
Figure 1.7 summarizes the evolution of
digital and web-related technologies
• Since the Web 2.0 concept has been widely applied, it is
natural that commentators would try to evolve the concept
to Web 3.0, although the term hasn’t been widely applied
to date. We can suggest that as web functionality evolves,
these approaches which could be deemed ‘Web 3.0’ will
become more important:
1.Web applications. Usage of web-based applications and
services (like Google word processor and spreadsheets)
using the web in this way is sometimes termed ‘cloud
computing’ where all that is really needed for many
activities is a computer with a web browser, with local
software applications used less widely.
2. Syndication. Increased incorporation of syndicated
content and services from other sites or a network into a
site (using tools such as Yahoo! Pipes and XML exchange
between widgets).

Slide 1.29
continue
3.Streamed video or IPTV. Increased use of
streamed video from existing TV providers and
user-generated content (as suggested by use of
YouTube and IPTV services such as Joost);
4. Virtual worlds. Increased use of immersive virtual
environments such as Second Life;
5. Personal data integration. Increased exchange
of data between social networks fulfilling different
needs (as indicated by the recent Google
development of OpenSocial);
6. The semantic web. Increased use of semantic
markup leading to the semantic web envisioned by
Tim Berners-Lee over 10 years ago.

Slide 1.30
Figure 1.7 Evolution of web technologies
Source: Adapted from Spivack (2007)

Slide 1.31
Figure 1.8 Summary and examples of transaction
alternatives between businesses, consumers and
governmental organizations
• It is now commonplace to describe e-commerce transactions between an
organization and its stakeholders according to whether they are primarily
with consumers (business-to consumer– B2C) or other businesses
(business-to-business – B2B).
• Figure 1.8 gives examples of different companies operating in the
business-to-consumer (B2C) and business-to-business (B2B) spheres.
• Often companies such as BP or Dell Computer will have products that
appeal to both consumers and businesses, so will have different parts of
their site to appeal to these audiences.
• Figure 1.8 also presents two additional types of transaction, those
where consumers transact directly with other consumers (C2C)
and where they initiate trading with companies(C2B).
• Finally, the diagram also includes government and public services
organizations which deliver online or e-government services.
• As well as the models shown in Figure 1.8, it has also been suggested
that employees should be considered as a separate type of consumer
through the use of intranets which are referred to as employee-to-
employee or (E2E).

Slide 1.32
Figure 1.8 Summary and examples of transaction alternatives between
businesses, consumers and governmental organizations

Slide 1.33
Additional activity – drivers and
barriers to adoption
• You are in a team of advisers at a local
business link (a local government agency
encouraging adoption of e-commerce)
• List
– Drivers to adoption of sell-side e-commerce by
business and how you can reinforce these by
marketing benefits
– Barriers to adoption of sell-side e-commerce
by business and how you can reinforce these
by stressing benefits

Slide 1.34
Cost/efficiency and competitiveness
drivers
• Cost/efficiency drivers
– Increasing speed with which supplies can be
obtained
– Increasing speed with which goods can be
dispatched
– Reduced sales and purchasing costs
– Reduced operating costs
• Competitiveness drivers
– Customer demand
– Improving the range and quality of services offered
– Avoid losing market share to businesses already
using e-commerce

Slide 1.35
Usage of different e-business services in European
countries.
Examples of poor online customer experience which you will
certainly be familiar with include:
• Web sites that fail because of a spike in visitor traffic after a peak-
hour TV advertising campaign.
• Hackers penetrating the security of the system and stealing credit
card details.
• A company e-mails customers without receiving their
permission, so annoying customers and potentially breaking
privacy and data protection laws.
• Problems with fulfilment of goods ordered online, meaning
customer orders go missing or are delayed and the customer
never returns.
• E-mail customer-service enquiries from the web site don’t reach
the right person and are ignored.
• The perception of these risks may have limited adoption of e-
business in many organizations which is suggested by the data in
(Figure 1.10).

Slide 1.36
Figure 1.10 Usage of different e-business services in European countries
Source: European Commission, 2008

Slide 1.37
Barriers to development of online
technologies
• A DTI (2002) study evaluated some of the
barriers to B2B e-commerce (Figure 1.12)
which remain valid today.
You can see that reasons of cost were the
most important factors.
This suggests the importance of managers
assessing e-business to develop a cost–
benefit analysis that considers both the initial
investment costs and the ongoing costs that
form the total cost of ownership (TCO)
against the value created from the tangible
and intangible benefits.

Slide 1.38
Figure 1.12 Barriers to development of online technologies
Source: DTI (2002)

Slide 1.39
A simple stage model for buy-side and sell-
side e-commerce
• An example of a basic stage model reviewing
capabilities for sell-side and buy-side e-
commerce is shown in (Figure 1.13) .This
shows how companies will introduce more
complex technologies and extend the range of
processes which are e-business-enabled.

Slide 1.40
Figure 1.13 A simple stage model for buy-side and sell-side e-commerce

Slide 1.41
Variation in different online activities by
gender
One example of demand analysis is popularity
or adoption rates for different online services.
The range of different ways in which consumers
use the Internet to research or transact is shown
in (Figure 1.14) .
You can see that male and female usage of the
Internet for different activities is now very similar,
but with downloading of different types of digital
content generally more popular amongst males.

Slide 1.42
Figure 1.14 Variation in different online activities by gender
Source: UK National Statistics (2006) Individuals accessing the Internet – Report from the UK National Statistics Omnibus
Survey. Published online at www.statistics.gov.uk

Slide 1.43
Typical benefits of online services are summarized by
the ‘Six Cs’, a simple mnemonic(‫)تذكري‬ to show different
types of customer value
1.Content – In the mid-1990s it was often said that ‘content is king’.
Well, relevant rich content is still king. This means more detailed, in-
depth information to support the buying process for
transactional or relationship-building sites or branded
experiences to encourage product usage for FMCG brands.
2. Customization – In this case mass customization of content, whether
received as web site pages such as ‘Amazon recommends’ or e-mail
alerts, and commonly known as ‘personalization’.
3 Community – The Internet liberates consumers to discuss anything
they wish through forums, chat-rooms and blog comments. We will
explore these techniques more in Chapters 2 and 3.
4 Convenience – This is the ability to select, purchase and in some
cases use products from your desktop at any time: the classic 24 × 7
× 365 availability of a service. Online usage of products is, of course,
restricted to digital products such as music or other data services.
Amazon has advertised off-line using creative showing a Christmas
shopper battling against a gale-swept ( (
‫عاصفة‬ street clutching several
bags to reinforce the convenience message.

Slide 1.44
5 Choice – The web gives a wider choice of products and
suppliers than via conventional distribution channels. The
success of online intermediaries such as Kelkoo (www.kelkoo.com)
and Screen trade (www.screentrade.com) is evidence of this.
Similarly, Tesco.com provides Tesco with a platform to give
consumers a wider choice of products (financial, travel, white goods)
with more detailed information than are physically available in-store.
6 Cost reduction – The Internet is widely perceived as a
relatively low-cost place of purchase. Often customers expect to
get a good deal online as they realize that online traders have a lower
cost-base as they have lower staff and distribution costs than a
retailer that runs a network of high-street stores. A simple price
differential is a key approach to encouraging usage of online services.
In the late 1990s, low-cost airline easy Jet encouraged the limited
change behavior required from phone booking to online booking by
offering a £2.50 discount on online flight bookings.

Slide 1.45
Barriers to consumer Internet adoption
An indication of some of the barriers to using the
Internet, in particular for consumer purchases, is clear
from a survey (Booz Allen Hamilton, 2002) of
perceptions in different countries.
• It noted that consumer barriers to adoption of the
Internet included:
• No perceived benefit
• Lack of trust
• Security problems
• Lack of skills
• Cost.
This lack of demand for Internet services from this
group needs to be taken into account when forecasting
future demand

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