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CHAPTER 3
The Internet and
E-Business
Opening Case:
Amazon.com – Not Your
Average Bookstore
McGraw-Hill-Ryerson
©2011 The McGraw-Hill Companies, All Rights Reserved
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Chapter Three Overview
• SECTION 3.1 - BUSINESS AND THE INTERNET
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Disruptive Technology
Evolution of the Internet
The Future – Web 3.0
Accessing Internet Information
Providing Internet Information
• SECTION 3.2 - E-BUSINESS
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E-Business Basics
E-Business Models
Organizational Strategies for E-Business
Measuring E-Business Success
E-Business Benefits and Challenges
New Trends in E-Business: E-Government and M-Commerce
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LEARNING OUTCOMES
1.
Understand how the Internet and the World Wide Web
as technologies have evolved over the years and
disrupted traditional ways of doing business.
2.
Describe the different methods an organization can
use to access Internet information and the different
types of service providers that supply organizations
with access to the Internet.
3.
Compare the four types of e-business models.
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LEARNING OUTCOMES
4.
Describe how an organization’s various departments
can use e-business to increase revenues or reduce
costs, and how organizations can measure e-business
success.
5.
Describe the benefits and challenges of e-business,
and the new trends happening in e-business today.
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SECTION 3.1
THE INTERNET
AND
E-BUSINESS
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DISRUPTIVE TECHNOLOGY
• How can a company like Polaroid go
bankrupt?
• Digital Darwinism – implies that
organizations which cannot adapt to the
new demands placed on them for
surviving in the information age are
doomed to extinction
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Disruptive versus Sustaining Technology
• What do steamboats, transistor
radios, and Intel’s 8088 processor all
have in common?
– Disruptive technology – a new way of doing
things that initially does not meet the needs of
existing customers
– Sustaining technology – produces an
improved product customers are eager to buy
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Disruptive versus Sustaining Technology
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Disruptive versus Sustaining Technology
• Innovator’s Dilemma - discusses how
established companies can take
advantage of disruptive technologies
without hindering existing relationships
with customers, partners, and
stakeholders
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Disruptive versus Sustaining Technology
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The Internet – Business Disruption
• One of the biggest forces changing business is
the Internet
• Organizations must be able to transform as
markets, economic environments, and
technologies change
• Focusing on the unexpected allows an
organization to capitalize on the opportunity for
new business growth from a disruptive
technology
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The Internet – Business Disruption
Estimates predict there are more than 3 billion Internet
users to date.
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The Internet – Business Disruption
• The Internet has had an impact on almost
every industry including:
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Travel
Entertainment
Electronics
Financial services
Retail
Automobiles
Education and training
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EVOLUTION OF THE INTERNET
• The Internet began as an emergency military
communications system operated by the U.S.
Department of Defense
• Gradually the Internet moved from a military
pipeline to a communication tool for scientists
to businesses
– Internet – computer networks that pass information
from one to another using common computer
protocols
– Protocol – standards that specify the format of data
as well as the rules to be followed during
transmission
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EVOLUTION OF THE INTERNET
• World Wide Web (WWW) – a global
hypertext system that uses the Internet as
its transport mechanism
• Hypertext transport protocol (HTTP) –
the Internet standard that supports the
exchange of information on the WWW
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EVOLUTION OF THE INTERNET
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EVOLUTION OF THE INTERNET
• The Internet’s impact on information
– Easy to compile
– Increased richness
– Increased reach
– Improved content
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EVOLUTION OF THE INTERNET
• File formats offered over the WWW
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EVOLUTION OF THE INTERNET
• The Internet makes it possible to perform
business in ways not previously
imaginable
• It can also cause a digital divide
– Digital divide – when those with access to
technology have great advantages over those
without access to technology
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EVOLUTION OF THE INTERNET
• Web 2.0 is a set of economic, social, and
technology trends that collectively form
the basis for the next generation of the
Internet.
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EVOLUTION OF THE INTERNET
The move from Web 1.0 to Web 2.0
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EVOLUTION OF THE INTERNET
Timeline of Web 1.0
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ACCESSING INTERNET INFORMATION
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Four tools for accessing Internet information
1. Intranet – internalized portion of the
Internet, protected from outside access, for
employees
2. Extranet – an intranet that is available to
strategic allies
3. Portal – Web site that offers a broad array
of resources and services
4. Kiosk – publicly accessible computer
system that allows interactive information
browsing
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PROVIDING INTERNET INFORMATION
•
Three common forms of service providers
1. Internet service provider (ISP) –provides
individuals and other companies access to the
Internet
2. Online service provider (OSP) – offers an
extensive array of unique Web services
3. Application service provider (ASP) – offers
access over the Internet to systems and related
services that would otherwise have to be located
in organizational computers
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PROVIDING INTERNET INFORMATION
• Common ISP services include:
– Web hosting
– Hard-disk storage space
– Availability
– Support
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PROVIDING INTERNET INFORMATION
Wireless Internet service provider (WISP)
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PROVIDING INTERNET INFORMATION
• ISPs, OSPs, and ASPs use service level
agreements (SLA) which define the
specific responsibilities of the service
provider and set the customer
expectations
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OPENING CASE QUESTIONS
Amazon
1. How has Amazon used technology to revamp
the bookselling industry?
2. Is Amazon using disruptive or sustaining
technology to run its business?
3. How is Amazon using intranets and extranets
to run its business?
4. How could Amazon use kiosks to improve its
business?
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SECTION 3.2
E-BUSINESS
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E-BUSINESS BASICS
• How do e-commerce and e-business
differ?
– E-commerce – the buying and selling of
goods and services over the Internet
– E-business – the conducting of business on
the Internet including not only buying and
selling, but also serving customers and
collaborating with business partners
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E-BUSINESS BASICS
Industries Using E-Business
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E-BUSINESS MODELS
• E-business model – an approach to
conducting electronic business on the
Internet
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E-BUSINESS MODELS
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E-BUSINESS MODELS
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Business-to-Business (B2B)
• Electronic
marketplace (emarketplace) –
interactive
business
communities
providing a
central market
where multiple
buyers and sellers
can engage in ebusiness activities
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Business-to-Consumer (B2C)
• Common B2C e-business models include:
– e-shop – a version of a retail store where customers
can shop any time without leaving their home
– e-mall – consists of a number of e-shops; it serves
as a gateway through which a visitor can access
other e-shops
• Business types include:
– Brick-and-mortar business
– Pure-play business
– Click-and-mortar business
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Consumer-to-Business (C2B)
• Priceline.com is an example of a C2B ebusiness model
• The demand for C2B e-business will
increase over the next few years due to
customers’ desire for greater convenience
and lower prices
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Consumer-to-Consumer (C2C)
• Online auctions
– Electronic auction (e-auction) - Sellers and
buyers solicit consecutive bids from each
other and prices are determined dynamically
– Forward auction - Sellers use as a selling
channel to many buyers and the highest bid
wins
– Reverse auction - Buyers use to purchase a
product or service, selecting the seller with
the lowest bid
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Consumer-to-Consumer (C2C)
• C2C Communities
– Communities of interest - People interact with each
other on specific topics, such as golfing and stamp
collecting
– Communities of relations - People come together
to share certain life experiences, such as cancer
patients, senior citizens, and car enthusiasts
– Communities of fantasy - People participate in
imaginary environments, such as fantasy football
teams and playing one-on-one with Michael Jordan
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ORGANIZATIONAL STRATEGIES
FOR E-BUSINESS
• Primary business areas taking advantage
of e-business include:
– Marketing/sales
– Financial services
– Procurement
– Customer service
– Intermediaries
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Marketing/Sales
• Generating revenue on the Internet
– Online ad (banner ad) - box running across a Web
page that contains advertisements
– Pop-up ad - a small Web page containing an
advertisement
– Associate program (affiliate program) - businesses
generate commissions or royalties
– Viral marketing - a technique that induces Web sites
or users to pass on a marketing message
– Mass customization - gives customers the
opportunity to tailor products or services
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Marketing/Sales
• Generating revenue on the Internet (cont.)
– Personalization - occurs when a Web site can fashion
offers that are more likely to appeal to that person
– Blog - Web site in which items are posted on a regular
basis and displayed in reverse chronological order
– Real simple syndications (RSS) - a Web feed format
used for Web syndication of content
– Podcasting - the distribution of audio or video files,
such as radio programs or music videos, over the
Internet to play on mobile devices
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Marketing/Sales
• Generating revenue on the Internet (cont.)
– Search engine optimization (SEO) - a set of
methods aimed at improving the ranking of a
Web site in search engine listings
• Spamdexing - uses a variety of deceptive
techniques in an attempt to manipulate search
engine rankings, whereas legitimate SEO focuses
on building better sites and using honest methods
of promotion
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Financial Services
• Online consumer payments include:
– Financial cybermediary
– Electronic cheque
– Electronic bill presentment and payment
(EBPP)
– Digital wallet
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Financial Services
• Online business payments include:
– Electronic data interchange (EDI)
• Value-added network (VAN)
– Financial EDI (financial electronic data
interchange)
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Financial Services
• Electronic trading network
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Procurement
• Maintenance, repair, and operations (MRO)
materials (also called indirect materials) –
materials necessary for running an organization
but do not relate to the company’s primary
business activities
– E-procurement - the B2B purchase and sale of
supplies and services over the Internet
– Electronic catalogue - presents customers with
information about goods and services offered for
sale, bid, or auction on the Internet
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Customer Service
• Customer service is the business process
where the most human contact occurs between
a buyer and a seller
• E-business strategists are finding that customer
service via the Web is one of the most
challenging and potentially lucrative areas of ebusiness
• The primary issue facing customer service
departments using e-business is consumer
protection
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Consumer Protection
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Consumer Protection
• E-business security
– Encryption
– Secure socket layer (SSL)
– Secure electronic transaction (SET)
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Intermediaries
• Intermediaries – agents, software, or
businesses that bring buyers and sellers
together that provide a trading
infrastructure to enhance e-business
• Reintermediation – using the Internet to
reassemble buyers, sellers, and other
partners in a traditional supply chain in
new ways
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MEASURING E-BUSINESS SUCCESS
• Most companies measure the traffic on a Web
site as the primary determinant of the Web site’s
success
• However, a large amount of Web site traffic
does not necessarily equate to large sales
• Many organizations with high Web site traffic
have low sales volumes
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MEASURING E-BUSINESS SUCCESS
• Web site traffic analysis can include:
– Cookie
– Click-through
– Banner ad
– Interactivity
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Web Site Metrics
• Clickstream data tracks the exact pattern of a
consumer’s navigation through a Web site
• Clickstream data can reveal:
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Number of pageviews
Pattern of Web sites visited
Length of stay on a Web site
Date and time visited
Number of customers with shopping carts
Number of abandoned shopping carts
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Web Site Metrics
• Web site metrics include:
– Visitor metrics
– Exposure metrics
– Visit metrics
– Hit metrics
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E-BUSINESS BENEFITS AND
CHALLENGES
• E-business benefits include:
– Highly accessible
– Increased customer loyalty
– Improved information content
– Increased convenience
– Increased global reach
– Decreased cost
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E-BUSINESS BENEFITS AND
CHALLENGES
• E-business challenges include:
– Protecting consumers
– Leveraging existing systems
– Increasing liability
– Providing security
– Adhering to taxation rules
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E-BUSINESS BENEFITS AND
CHALLENGES
• There are numerous advantages and
limitations in e-business revenue models
including:
– Transaction fees
– License fees
– Subscription fees
– Value-added fees
– Advertising fees
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NEW TRENDS IN E-BUSINESS:
E-GOVERNMENT AND M-COMMERCE
• E-government - involves the use of
strategies and technologies to transform
government(s) by improving the delivery
of services and enhancing the quality of
interaction between the citizen-consumer
within all branches of government
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NEW TRENDS IN E-BUSINESS:
E-GOVERNMENT AND M-COMMERCE
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NEW TRENDS IN E-BUSINESS:
E-GOVERNMENT AND M-COMMERCE
• Mobile commerce
- the ability to
purchase goods
and services
through a wireless
Internet-enabled
device
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OPENING CASE QUESTIONS
Amazon
5. What is Amazon’s e-business model?
6. How can Amazon use m-commerce to
influence its business?
7. Which metrics could Amazon use to assess
the efficiency and effectiveness of Amazon’s
Web site?
8. What are some of the business challenges
facing Amazon?
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CLOSING CASE ONE
eBay – The Ultimate E-Business
1.
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5.
6.
What is eBay’s e-business model and why has it been
so successful?
How has eBay’s strategy changed of the years?
eBay has long been an e-marketplace for used goods
and collectibles. Today, it is increasingly a place where
major businesses come to auction their wares. Why
would a brand name vendor set up shop on eBay?
What are the three different types of online auctions and
which one is eBay using?
What are the different forms of online payment methods
for consumers and business? How might eBay’s
customers benefit from the different payment methods?
Which metrics would you use if you were hired to
assess the efficiency and effectiveness of eBay’s Web
site?
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CLOSING CASE TWO
Hamilton’s GIS-Enhanced Web Site
1. How is technology being used by the City of Hamilton to
support its strategic goals and improve business processes?
2. What barriers likely exist in rolling out these technologies and
securing their successful use and adoption?
3. How can the City of Hamilton leverage its GIS functionality for
m-commerce?
4. What performance metrics should the City of Hamilton collect
to assess the viability and robustness of its maps Web site
(map.Hamilton.ca)? Its super site (my.Hamilton.ca)?
5. Why would the City want to develop a Web strategy that
adheres to broad citizen services delivery guidelines that deal
with non-Web channels?
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CLOSING CASE THREE
The Rise and Fall of Canadian Tire’s Web
Site Ordering
1.
How could Canadian Tire use e-business metrics to
monitor its B2C Web site’s performance?
2.
What was Canadian Tire’s original strategy for its B2C
Web site?
3.
Why did this strategy fail?
4.
What is Canadian Tire’s current strategy? Why is this
strategy more conducive to the Canadian marketplace?
5.
Explain the e-business benefits and challenges facing
Canadian Tire.
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