E-Commerce HFE 651 Presentation Brenee Burns Ping Gai May 23, 2000
Contents • E-Commerce Strategies • Business Models • Do Business Online • E-Commerce Technologies • Security, Encryption, & Web Ethics • E-Commerce Trend • Questions
E-Commerce Strategies • Offer a Great Customer Experience to increase customer loyalty • 40% of online job applicants can’t figure out how to apply online • 62% of online shoppers had given up at least once while looking for products • 42% of users had turned to traditional channels to make their purchase
E-Commerce Strategies • Customer Experience Gap • when the web does not offer the experience the customer wants • focus on the difference between what the customer wants and what the customer gets
E-Commerce Strategies • Valuing the Customer • great customer experience makes it quicker for the customer to buy from the website • customer relationship is valuable • customer can achieve their goal from the website then it is more likely for the customer to revisit the site in the future
E-Commerce Strategies • In today’s fast economy satisfying customers is no longer enough- must produce long term customer loyalty to have continued success • Build relationships with customers and treating each one as an individual-loyalty strategies are essential • E-markets of buyers and sellers can cost effectively drive the right customers to your business
Business Models • Business-to-customer Model (B2C) • sell books, CDs, news, information, airline tickets, computers, stocks, • Amazon, eBuy, eTrade, CDnow, Dell, ... • Business-to-business Model (B2B) • a channel for business to sell and pay for goods and services among themselves • networking hardwares, automobile parts, computer servers, … • Cisco, Ford, ...
Business Models • Bokerage • Advertising • Informediary • Merchant • Manufacture • Community • Subscription
Business Models • Brokerage Model • Market-makers: Bring buyers and sellers together and facilitate transactions. • Makes money by charging a fee for each transaction it enables.
Business Models • Advertising Model • An extension of traditional media broadcasting model. • The banner ads may be the major or sole source of revenue for a website
Business Models • Infomediary • collecting and selling data about consumers and their buying habits • offer users free staffs in exchange for detailed information about their surfing and purchasing habits. • Registration
Business Models • Manufacture Model • Allow manufactures to reach buyers directly and thereby compress the distribution channel. • Efficiency, improved user service, better understanding of user preference.
Business Models • Community Model • based on user loyalty. Users have a high investment in both time and emotion in the sites. • Having users who visit continually offers adverting, infomediary, or specialized portal opportunities.
Business Models • Subscription Model • Users pay for access to the sites. • High value-added contents is essential • Wall St. Journal
Do Business Online • A business plan • Customer • Merchandising • Sales service • Promotions • Transaction processing • Fulfillment • Post-sales service • Marketing data and analysis • Brand
Build An Online Shop • Domain • Server • Software • Webpages • Maintenance and update
Build An Online Shop • Make the page unique. • Keep the design simple. • Create an easy-to-navigate Web site. • Keep the content fresh. • Promote your business -- online and offline. • Connect with your customers.
Worst Examples of E-Commerce • Reflect.com: Required new-user survey puts site design ahead of the customer experience • BMG.com: Intimidating, unexplained warning message could scare away customers • Marthastewart.com: Allows out-of-stock items to be placed in shopping carts • Century21.com: Wastes home page real estate on unrelated promotions • REI.com: Ineffective "shop by brand" feature • Bloomingale's: Unnecessarily wordy checkout page • Gloss.com: Magazine-style layout doesn't serve the shopping experience • Ninewest.com: Extra step to sale price impedes impulse buying • Goodhome.com: Unintuitive horizontal scrolling • RedEnvelope.com: Extra steps in the buying process
Worst Examples of E-Commerce • Boo.com Overdesigned site impedes shoppingNote: In May 2000, Boo.com announced it was going out of business • OfficeMax.com Registration feature could turn away first-time shoppers • Levi's Flagship product hidden by graphics and promosNote: Levi's is no longer selling products from its Web site • Women.com Shopping feature frustrates with empty categories
Do Business Online • Transactions • Taxes • Shipping • Pay • Security
E-Commerce Technologies • To take advantage of the opportunities in E-commerce it is important to have these skills: • HTML • DHTML • XML • JAVA • ASP • JAVA Script
Security, Encryption, & Web Ethics • Who is affected? • In past it use to be only large companies with proprietary issues • Today, stock exchange and even sports on the web • Bank accounts, medical records, credit history are a few arenas that must be concerned with secruity • Encryption is the process that transforms information into some secret form to prevent unauthorized individuals from using the data should they acquire it.
Security, Encryption, & Web Ethics • Why is there a concern? • Increase in secruity because PC are used more often ie. Recreation, home, email, newsgroups, online shopping, ecommerce, and mobile phones • People will become more reliant on computer based resources • If confidential information is tampered with from companies, the company will lose its credibility and thus loose its customers
Security, Encryption, & Web Ethics • Object of IT Secruity • Confidentiality • Integrity
Security, Encryption, & Web Ethics • Confidentiality • strict controls implemented to ensure only certain person who need access to database will have access • protecting and using passwords • limiting resources an employee has access to
Security, Encryption, & Web Ethics • Integrity • loss of integrity can result from human error, intentional tampering, or even catastrophic events • Efforts must be taken to ensure the accuracy and soundness of data at all time • Internet Fraud • online credit cards • customer trusting the company they do business with • online auctions, sweepstakes & price offers • travel offers, scholarship scams etc.
Security, Encryption, & Web Ethics • Secruity Methods that are used whenever the Internet & Corporate Networks intersect: • Routers • Firewalls • Intrusion Detection Systems (IDSs)
Security, Encryption, & Web Ethics • Routers • are network traffic-managing devices that routes traffic intended for the servers or networks they are attached • Firewalls • insulates a private network from a public network using carefully established controls on the types of request they will route through to the private network for processing and fulfillment
Security, Encryption, & Web Ethics • Intrusion Detection System (IDSs) • Attempts to detect an intruder breaking into your system or legitimate user misusing system resources. Operates constantly, working in the background and only notifies you when it detects suspicious or illegal activity
Trend of E-commerce • Expanded ECM Deployment • Customer-Centric Corporate Restructuring • Free Extends into B-to-B Space • Wireless Applications Become More Common • ASP's Capabilities Expand • Dynamic Pricing Reaches Most Industries • Privacy Concerns Increase • Merger &Acquisition Activity Escalates • B-to-B Growth Continues its Dramatic Pace
References • Peter S.Cohen, Net Prpfit, Jossey-Bass Publishers,19998 • http://www.webmonkey.com • http://www.zdnet.com/Ecommerce • http://www.zonaresearch.com • http://ecommerce.internet. • http://www.fraud.com • Six Tips for Building a Successful Homepage, By Andrew Beebe,, Working Solo, Inc. • http://www.cnet.com • http://www.msn.com • http://ecommerce.about.com/smallbusiness/ecommerce/ • http://www.bigstep.com • http://www.Ecomm.com