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  1. 1. Portals - More than a Gateway? Laura Larsson Health Services July 8, 2010 [email_address]
  2. 2. Agenda
  3. 3. What is a Web Portal? <ul><li>A Web site or service that offers a broad array of resources and services, such as e-mail, forums, search engines, and on-line shopping malls. The first Web portals were online services, such as AOL, that provided access to the Web, but by now most of the traditional search engines have transformed themselves into Web portals to attract and keep a larger audience. </li></ul><ul><li>Source: PC WEBOPEDIA http://webopedia.internet.com/TERM/W/Web_portal.html </li></ul>
  4. 4. Another definition <ul><li>a portal is a doorway to the Web, a site where a surfer can go as a home base before heading for other sites </li></ul><ul><li>[SOURCE: Wall Street Journal (B8), AUTHOR: Andrea Petersen] <http://www.wsj.com/> </li></ul>
  5. 5. Portals <ul><li>content </li></ul><ul><li>community </li></ul><ul><li>core services </li></ul>
  6. 6. Major Portal Sites <ul><li>AOL </li></ul><ul><ul><li>http://www.aol.com> </li></ul></ul><ul><li>AT&T Net </li></ul><ul><li>CMPNet </li></ul><ul><li>Disney Company </li></ul><ul><li>eBlast </li></ul><ul><li>EDTN </li></ul><ul><li>.EE Times </li></ul><ul><li>Excite Network </li></ul><ul><ul><li>http://www.excite.com </li></ul></ul><ul><li>GeoCities </li></ul><ul><ul><li>http://www.geocities.com/ </li></ul></ul><ul><li>The Globe </li></ul><ul><li>HotBot </li></ul><ul><ul><li>http://www.hotbot.com </li></ul></ul><ul><li>InfoSeek </li></ul><ul><ul><li>http://www.infoseek.com </li></ul></ul><ul><li>Lycos </li></ul><ul><ul><li>http://www.lycos.com </li></ul></ul><ul><li>Microsoft </li></ul><ul><ul><li>http://home.microsoft.com/ </li></ul></ul><ul><li>NBC </li></ul><ul><ul><li>http://www.excite.com/health/ </li></ul></ul><ul><li>MSN </li></ul><ul><li>NetCom </li></ul><ul><li>Netscape </li></ul><ul><ul><li>http://www.netcenter.com> </li></ul></ul><ul><li>Snap </li></ul><ul><ul><li>http://www.snap.com </li></ul></ul><ul><li>SSS OnlineEarthlink </li></ul><ul><li>Tripod </li></ul><ul><ul><li>http://www.tripod.com/ </li></ul></ul><ul><li>Yahoo </li></ul><ul><ul><li>http://www.yahoo.com </li></ul></ul><ul><li>ZD Net </li></ul><ul><ul><li>http://www.zdnet.com </li></ul></ul>
  7. 7. Purposes <ul><li>for retailers </li></ul><ul><li>for customer </li></ul><ul><li>for Website owner </li></ul>
  8. 8. Retailers
  9. 9. Customer <ul><li>starting point to the Internet </li></ul><ul><li>fast access to information </li></ul><ul><li>free Web-based email accounts </li></ul><ul><li>search services </li></ul><ul><li>chat rooms / message boards </li></ul><ul><li>free downloads (games and software of various kinds) </li></ul><ul><li>content </li></ul><ul><li>free (personal) Web pages </li></ul><ul><li>shopping services </li></ul><ul><li>classified ads </li></ul><ul><li>personalization </li></ul><ul><li>emphasis on community </li></ul><ul><li>directory searches/tools </li></ul>
  10. 10. Content <ul><li>news, sports, weather </li></ul><ul><li>finance, health </li></ul><ul><li>travel </li></ul><ul><li>entertainment </li></ul>
  11. 11. Community Builders <ul><li>user-controlled virtual communities where members can invite friends, family, or business acquaintances to interact on a discussion forum </li></ul><ul><li>The services are attractive because they allow users to communicate using popular Web tools such as message boards, chat rooms, and email </li></ul><ul><li>Source: http://www.news.com/News/Item/0,4,25423,00.html </li></ul>
  12. 12. Core Services
  13. 13. Problems Portal Sites Face <ul><li>customer loyalty is minimal </li></ul><ul><li>customers often leave for other sites if they find them better organized or the information compelling </li></ul><ul><li>customers often sign up for 30 days to try out a new system such as AOL, but then leave for the free portals </li></ul><ul><li>people are offered space on portals to create their own Website, and may use that page as their starting spot, rather than the portal’s page </li></ul>
  14. 14. Website Owner <ul><li>receives demographic information in exchange for the ability to customize news, sign up for a free email account, or participate in chat rooms </li></ul><ul><li>provides a market for goods and services provided by retailers </li></ul>
  15. 15. Special Purpose Portals by Category <ul><li>business: Business Week Online - http://www.businessweek.com $$ </li></ul><ul><li>newsgroups: Deja News - http://www.dejanews.com </li></ul><ul><li>computer related information: ZDNet - www.zdnet.com </li></ul><ul><li>news: USA Today - www.usatoday.com </li></ul><ul><li>http://www8.zdnet.com/pcmag/features/webportals/category.html </li></ul>
  16. 16. Healthcare Portals <ul><li>Prevention Portals </li></ul><ul><ul><li>http://pwp.usa.pipeline.com/~fuzzymills/prevent.htm </li></ul></ul>
  17. 17. Health-Related Information at Portals <ul><li>http://www.stpt.com/channel.asp?ID=4 </li></ul>
  18. 18. Free or Pay?
  19. 19. Building Your Own Portal <ul><li>http://www.pcworld.com/top400/article/0,1361,7202+13+0,00.html </li></ul>
  20. 20. Tools to Build Portals <ul><li>Epicentric </li></ul><ul><ul><li>http://www.epicentric.com/home.html </li></ul></ul>
  21. 21. Portal Comparison <ul><li>http://www.portalhub.com/guides/chart.html </li></ul>
  22. 22. Portal Glossary <ul><li>http://www.portalhub.com/ </li></ul>
  23. 23. How Are Portals Financed? <ul><li>banner advertising </li></ul><ul><li>&quot;beyond the banner” - prominent displays in areas where their targeted buyers are most likely to roam </li></ul><ul><li>&quot;anchor tenancies&quot; -- long-term deals in which merchants gain the exclusive right to pitch their goods within the portal, plus any advertisement, promotion and/or search engine tricks the portal can muster to help drive sales </li></ul><ul><li>source: New York Times (CyberTimes), AUTHOR: Bob Tedeschi <http://www.nytimes.com/library/tech/98/12/cyber/commerce/22commerce.html> </li></ul>
  24. 24. Why Do People Use Portals? <ul><li>People are looking for several things </li></ul><ul><li>sites which provide access to Websites of interest to themselves </li></ul><ul><li>a community of people with similar interests (similar to bulletin boards of a few years ago (also similar to CompuServe)) </li></ul>
  25. 25. Personalizing Your Personal Website <ul><li>many portals encourage you to personalize a Web page on their site </li></ul><ul><li>Excite, MS Start, and Yahoo! are good examples of such sites </li></ul>
  26. 26. Portal Formats <ul><li>portals use “channels,” or categories of information organized in blocks of space on the entry page </li></ul><ul><li>categories include: news, sports, travel, personal finance, entertainment, learn, interests, shopping, kids, local, lifestyles, games, lifestyles, families and so on </li></ul><ul><li>click on a link and you are taken to that set of information </li></ul>
  27. 27. Content <ul><li>content is often provided by the same providers who “push” information at you </li></ul><ul><li>examples of content providers </li></ul><ul><ul><li>Reuters, AP, </li></ul></ul>
  28. 28. Email <ul><li>sites provide you with a login name and password, a chance to read HTML mail, create folders, and set up address books </li></ul><ul><li>many employees who are barred from sending and receiving personal email at work, use a portal site for this type of interaction </li></ul><ul><li>others use portals just to have a place which only their friends know about </li></ul>
  29. 29. Chat <ul><li>chat sessions can be moderated or open </li></ul><ul><li>chat enables the portal user to share ideas and meet people </li></ul><ul><li>Excite has incorporated atavars </li></ul>
  30. 30. Shopping <ul><li>portal members can find competitive prices for purchases, including large ticket items like automobiles </li></ul><ul><li>classified ads provide another alternative to purchasing new items </li></ul><ul><li>what do you think the potential is for members to compare prices and services in health care organizations? </li></ul>
  31. 31. Questions <ul><li>Based on this handout and reading you have done, are portals the latest fad in cyberspace? Examine a couple of sites and see if you think they will last more than a few months. What do you like about the portals you visited? </li></ul><ul><li>Think about the implications of portal sites for public health? health care providers? Hospitals? List 4 implications. </li></ul><ul><li>Join one of the portal sites and investigate a Chat session. Could these chat sessions be used as an alternative to email for teaching? Would you participate in a class discussion via chat? Could you use a chat session to educate the public on public health or utilization of services problems? </li></ul>