Le nuove tecnologie come vantaggio competitivo della piccola impresa

John Cabot University
Le nuove tecnologie come
vantaggio competitivo
della piccola impresa
Stefano Gazziano
INPDAP: CORSO DI PERFEZIONAMENTO
28 Maggio – 2 Agosto 2012
1sgazziano@johncabot.edu

Stefano Gazziano
your instructor
• First programming with punching cards, 1978, Univac
1100, Physics, La Sapienza Univ, Rome Italy
• First personal web page June 1994, ICSI, UC Berkeley,
Calif. USA (wayback machine listed it in 1996, there was no wayback
machine in 1994  )
• JCU Faculty since 1999
• Univ. Rome, Univ. Glasgow UK, Georgia Tech Atlanta
USA, Univ California Berkeley 1994, ENI, OECD, EC,
other private industry, ENEA, consultant in web
reputation management.
sgazziano@johncabot.edu 2

Il Programma – 1
• Cloud computing per i sistemi informativi aziendali ed il
lavoro in gruppo
– Cos’è il “cloud” un esempio immediato in classe
– Offerta attuale e tendenze del “Cloud”
– Risparmi ed efficienza
– Sicurezza e tutela dei dati aziendali
• Presenza in rete: sito Web
– Una delle componenti
– Progettazione
– Sviluppo e usabilità del sito
– Piattaforme online
– Strumenti per la gestione dei contenuti
– Aggiornamento del sito da parte di personale non ICT
– Ottimizzazione e posizionamento sui motori di ricerca

Il Programma – 2
• Piattaforme di commercio elettronico “pay-per-use”
– Integrazione dei servizi di vendita con la piattaforma online
– Servizio all’utenza in rete (online CRM)
– Post vendita e assistenza clienti
• Banner pubblicitari
– Servizi ”pay per click” “pay per impression”, Google Adwords
e Adsense
• Marketing digitale (newsletter e DEM, canali e-mail, sms,
mms, fax e sondaggi, con analisi statistiche, comparative e
di performance; campagne di acquisizione utenti, concorsi e
giochi online per incrementare gli iscritti al database,
programmi di incentivazione e fidelizzazione.

Il Programma - 3
– Promozione aziendale su Web
• Regole ed esperienze
• Blog, social network, comunità di utenti
• Quale piattaforma per quale paese ?
– (Orkut, Facebook, Badoo, QQ, Twitter, Vkontakte,
Linkedin, …. … …)

Il Programma – 1
let’s start
• Cloud computing per i sistemi
informativi aziendali ed il lavoro in
gruppo
– Offerta attuale e tendenze del “Cloud”
– Risparmi ed efficienza
– Sicurezza e tutela dei dati aziendali
– Cos’è il “cloud” un esempio immediato in
classe

Cloud computing:
lavorare direttamente su Internet
• Sometimes called simply “the Net,” the Internet
is a worldwide system of computer networks—a
network of networks hence Internet, in which
users at any one computer can get information
from any other computer
• The Internet uses a portion of the total resources
of the currently existing public
telecommunication networks. Technically, what
distinguishes the Internet is its use of a set of
protocols called TCP/IP (Transmission Control
Protocol/Internet Protocol).

An Intranet
• An intranet is the use of Web technologies to create a
private network, usually within one enterprise.
• It is typically a complete LAN, or several intra-
connected LANs
• Intranets are used for:
– work-group activities
– the distributed sharing of projects within the enterprise
– Controlled access to company financial documents
– use of knowledge management, research materials,
online training, and other information that requires
distribution within the enterprise.

Intranet v/s Internet

Extranet
• Connect several intranets via the Internet, by adding
a security mechanism and some additional
functionalities
• They form a larger virtual network that allows
remote users (such as business partners or mobile
employees) to securely connect over the Internet to
the enterprise’s main intranet.
• Extranets are also employed by two or more
enterprises (suppliers & buyers) to share information
in a controlled fashion, and therefore they play a
major role in the development of business-to-
business electronic commerce and Supply Chain
systems.

Intranet v/s Internet, 2
• X disk
• FTP area
• web
sites (e.g.
Facebook)
JCU facilities
Rest of the World
(your laptop is here, at home)
The “FIREWALL”
connects
intranet to internet
PC Lab is here

Local v/s Network
• Local = on your machine(e.g.C:/programs)
• Local Network = « Intranet »
• X: shared disk (user permissions,
permanent)
• O: temporary area (cleared periodically)
• Accessible only from within JCU premises
• Network, a.k.a. « cloud »
• Google docs
• MS Office 2010 (near future)

The World Wide Web
• Runs on the Internet, Intranet, Extranet
• Uses the Hypertext Protocol (HTTP)
• We just call it the Internet, but it is a
subset of it

Files on the Web

Web server and web browser
are different

Real systems are a bit more
complex, yes...

Cloud computing

Cloud Computing : software as
a service

Cloud computing types

stefano.gazziano@enea.it
Cloud computing
From system to services
The « Cloud » is a group of serves,
software, storage, processes,
applications, data bases, data …
Somewhere on the Net someone
knows where they all are

Mars 25-26
Tunis
Cloud computing
Does that rememeber you of something ?
Perhaps the « mainframes of the ’70s ??

Mars 25-26
Tunis
Cloud computing
Correct:
The mainframe is distributed over the Net

Mars 25-26
Tunis
Cloud computing
Is a major concept about using storage and
processing power from computers and servers
distributed overall the world, and linked by the
Internet
a.k.a « The Grid »

Mars 25-26
Tunis
Cloud computing
Users (usually companies) are no more owners of their servers, but
rather access a number of services available online with no need to
maintain and manage the underlying infrastructure
Applications and data are no more stored on local computers but
« in the cloud », on a number of servers in different locations and
interconnected by a high bandwiodht network, crucial to the
efficiency of the system.
Access to services is usually made via a web application, a browser.

Mars 25-26
Tunis
Cloud computing
Cloud computing is a concept close to « power grid »
Computing power and storage is offered as « pay per
use » by specialized companies
As a matter of fact, companies do not need their own
computers any more, but rely on a service company,
which guarantees computing power and storage « on
demand » .

Mars 25-26
Tunis
Cloud computing
Depending on the apoproacapproach, three « cloud
computing » types may be listed:
Internal cloud
external private clouds
public clouds
This is what is known as « elastic computing capacity ».

Mars 25-26
Tunis
Cloud computing
There are already many IT systems « in the cloud » and many APIs to use
API from Amazon, Amazon EC2 is one of the most popular.
Many tools are compatible with Amazon EC2 APIs.
Eucalyptus, Open system enabling the creation of on-premise Infrastructure as a
Service clouds, with no requirements for retooling the organization's existing IT
infrastructure or for introducing any specialized hardware.système libre utilisant de la
virtualisation Xen et le langage Java.
egEclipse is a framework that allows users and developers to access arbitrary
computing infrastructures (video).
DotRiver. fully Open Source integrated desktop virtualization product in the market
today. Offers total control of your workstations, Whatever their type, their configuration,
their use, organization or technical architecture, “whatever your needs and for all of your
software”.

Mars 25-26
Tunis
Cloud computing
Advantages
Optimizes costs compared to traditional systems, allows the development of shared
applications with no need of dedicated machines « in-house ».
Actually, costs depend on the duration of the service used : no investments (human
resources or machines) nécessite aucun investissement préalable (homme ou machine).
The elasticity of the cloud also allows for evolutive services, which means load increase
can be supported.
As an example, Salesforce.com, (Wikipedia) a pioneer in cloud computing now has a
customer base of more than 100,000 companies, serving millions of employees, with few
thousands servers (1000 on March 2009).

Mars 25-26
Tunis
Cloud computing
Hazards
Secure access to applications between client and remote
servers.
General security of company network.
Data on a cloud service are generally safer than on a local
storage. It is anyway possible to store sensible data within
the company protected areas, on an Intranet or Extranet.

Mars 25-26
Tunis
Cloud computing
Technology : The virtual machine
Virtualization means to use a single computer like many
computers at the same time.
Software emulates
Hardware =
Total flexibility

Mars 25-26
Tunis
Cloud computing

Mars 25-26
Tunis
Cloud computing
Case study : Microsoft Azure

Mars 25-26
Tunis
Cloud computing
Case study : Amazon Elastic Computing

Mars 25-26
Tunis
Cloud computing
Cas d’etude : ENEA Grid

Cloud computing by Telecom Italia

aruba cloud.it

Google docs

Google docs: let’s try it
Google Docs is a free, Web-based word
processor, spreadsheet, presentation,form, and
data storage service offered by Google. It
allows users to create and edit documents
online while collaborating in real-time with
other users.

Google docs: a simple cloud
computing
• Use a gmail account (preferred, register now
if you do not have one)
• Send me a mail to
sgazziano@johncabot.edu
• Wait for the invitation to access the file
• Follow my instructions in class

Il Programma – 1b
Presenza in rete: sito Web
– Una delle componenti
– Progettazione
– Sviluppo e usabilità del sito
– Piattaforme online (Wordpress)
– Strumenti per la gestione dei contenuti (CMS)
– Aggiornamento del sito da parte di personale
non ICT
– Ottimizzazione e posizionamento sui motori di
ricerca

Your first Web page
• Just follow me, do not worry if you do not
understand 
• Open notepad
• Copy the text from next slide
• Save on your desktop as myname1.html
(“myname” is supposed to be “your” name,
e.g. In my case that would be
gazziano1.html, ok ??)
• Double click on the file you saved
• There is your first web page

Text for your first web page
<html>
<head>
<title>JCU INPDAP Course Summer 2012 </title>
</head>
<body>
<h1>Welcome to …… your name … home page </h1>
<p>
Join us any evening for refreshing elixirs, conversation and maybe a game or two of
<em>Dance Dance Revolution</em>.
Wireless access is always provided; BYOWS (Bring your own web server).
</p>
<h2>Directions</h2>
<p>
You’ll find us right in the center of downtown Webville. Come join us!
</p>
</body>
</html>

You’re closer to learning HTML
than you think
• Surprise: class test now
• Take a look at the “tags” (the statements
within <>) and see if you can guess what
they tell the browser about the content
• 10 minutes to complete

Text for your second web page
<html>
<head>
<title>JCU INPDAP Course Summer 2012 </title>
</head>
<body>
<h1>Welcome to …… your name … home page </h1>
<img src=”drinks.gif”> ((WHAT?? WHERE IS THIS??)) (ASK THE TEACHER)
<p>
Join us any evening for refreshing elixirs, conversation and maybe a game or two of
<em>Dance Dance Revolution</em>.
Wireless access is always provided; BYOWS (Bring your own web server).
</p>
<h2>Directions</h2>
<p>
You’ll find us right in the center of downtown Webville. Come join us!
</p>
</body>
</html>

The FILE SYSTEM (this IS
very important)
 Anything on a
computer is stored in a
FILE
 FILES are organized in
DIRECTORIES aka «
folders »

Il Programma – 2
• Piattaforme di commercio elettronico “pay-per-use”
– Integrazione dei servizi di vendita con la piattaforma online
• Banner pubblicitari
– Servizi ”pay per click” “pay per impression”, Google Adwords
e Adsense
• Marketing digitale (newsletter e DEM, canali e-mail, sms,
mms, fax e sondaggi, con analisi statistiche, comparative e
di performance; campagne di acquisizione utenti, concorsi e
giochi online per incrementare gli iscritti al database,
programmi di incentivazione e fidelizzazione.

New CS server at JCUU
A new, and real webserver has been activated to serve
the Web Design classes
Host: computerscience.johncabot.edu
Username johncabotusername
Password: your usual JCU credentials
FTP service active
MS Internet Information Server
Contest is open for the best web page :)

e-marketing your website
SEO: Search Engine Optimization
writing what Google wants to see
SMO: Social Media Optimization a.k.a. Web Reputation
Management
viral information, targeted ads, fora posts
SEM: Search Engine Marketing
crawling, indexing, processing, ranking
Analytics
insights into your website traffic
Conversion
getting your prospect to do what you want them to do

SEO: Search Engine Optimization
writing what Google wants to see
be high in Google ranking
let users find what you offer when they search for it
1 - Google Rules
It's the ranking in Google that counts
2 - Follow Google rules
The Google Webmaster Guidelines
3 - Be realistic
Want your website to be first in the search
for "Beautiful Girls" ?? Just forget it.

2 - Follow Google rules
The Google Webmaster Guidelines
- Use explanatory names for the page
<title> web design course at JCU University Rome Italy </title>
i.e. include keywords in <title>
- Forget about <meta> tags <meta name="keywords"
content="website conversion, web conversion rate,improve,sell online,website,
web site,make money"> is irrelevant now
- Update website frequently, and let it be visited by non
unique IP's, spread your link into high ranking
websoites (blogs are ok)
- <h1> and <h2> mention <title> words and matches
same words in text, Be reasonable - excesses are
considered cheating and punished harshly by Google

When your site is ready:
- Submit it to Google at
http://www.google.com/addurl.html.
- Submit a Sitemap using Google Webmaster Tools.
Google uses your
Sitemap to learn about the structure of your site and to
increase our coverage of your webpages.
- Make sure all the sites that should know about your
pages are aware your site is online.

Google bot "bumps"
things NOT to do
What is Googlebot?
Googlebot is Google's web crawling bot (sometimes also called a "spider").
Crawling is the process by which Googlebot discovers new and updated
pages to be added to the Google index.
See Google Webmasters Tools Help
DON'T:
- use more than 100 unique links in the same page
- use more than 2 dyn links
- put page more than 3 click links away from home page
- require "session id" or "registration" cookies
- split the page into frames
- redirect before showing contents
- use forms to submit, drop down menus, search boxes, login required

Analytics: how are you doing ?
What is Analytics ?
• insights into your website traffic and
marketing effectiveness.

Google Analytics

Google Analytics
Getting started with Analytics involves three simple steps:
• Sign up
– Visit the Analytics website at http://www.google.co.uk/analytics.
– Click the "Sign up Now" link underneath the Access Analytics button.
– Follow the on-screen instructions to create your account. If you do not yet have a
Google Account, you can create one at this point.
• Set Up Your Account
It's important to set up your account or accounts correctly in order to get the
most out of your reports. Read the overview of managing Analytics accounts,
users and data to get started.
• Set Up Your Tracking Code
In order for your profile to begin collecting data and populating reports, you need
to set up the tracking code for the website that you want data for. Learn
more about setting up tracking.
• That's it! Of course this is just the beginning, so read the rest of the articles in
this Help Centre to learn how to customise the tracking code, link your AdWords
account to Analytics, add users to your account and more.

Google Analytics
Web tracking: Set up overview
The Google Analytics tracking code collects visitor data for your web
property, and returns that data to Analytics where you can see it in
reports. When you add a new web property to your Analytics account,
Analytics generates the tracking code snippet that you need to add to
the pages whose data you want to collect. The tracking code snippet
contains a unique ID for the web property that lets you identify that
property's data in your reports. You can use just the snippet that
Analytics generates for you, or you can customize the tracking code to
collect additional data like transactions and product purchases
(ecommerce) or visitor behavior across primary and sub-domains
(cross-domain tracking).
In addition to static properties, you can track dynamic sites, company
intranets, blogs and mobile applications.
You can also track visitors across multiple domains.

Google Analytics
• The tracking code: sample
• <script type="text/javascript">
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-XXXXX-Y']);
_gaq.push(['_trackPageview']);
(function() {
var ga = document.createElement('script'); ga.type =
'text/javascript'; ga.async = true;
ga.src = ('https:' == document.location.protocol ? 'https://ssl' :
'http://www') + '.google-analytics.com/ga.js';
var s = document.getElementsByTagName('script')[0];
s.parentNode.insertBefore(ga, s);
})();
</script>
• Uniquely identifies your website and allows Google to track visits

Google analytics case studies
• Requires an account already set up,
a web site online for long enough to
make sense looking at insights, and
at least one profile
• Follow your teacher

Web Reputation Management
Reverse SEO: not putting your web site high in ranking, but push
down other "negative" web sites.
Define exactly the keyword (search term) you want them to plunge
down in seaches (e.g. "my name")
Produce optimized and differentiated content focused on that
search term (always "my name"...)
Update, and visit using "onion routing" to reach online anonimity
(e.g. use TOR network)
Wait 2-3 months ...

Il Programma - 3
– Promozione aziendale su Web
• Regole ed esperienze
• Blog, social network, comunità di utenti
• Quale piattaforma per quale paese ?
– (Orkut, Facebook, Badoo, QQ, Twitter, Vkontakte,
Linkedin, …. … …)

SEM – Search Engine Marketing
– Primo ruolo dei social: aggiungere link al
vostro sito per alzare il “Page Rank”
– Cosa è un Page Rank
– Come si verifica un page rank (uno dei tanti
siti

• Facebook: “Engagement” is the word
• Our FB page

• What are examples of successful Page posts?
1. “Fill in the blank” posts inspire engagement and encourage
people to be creative and interactive. For example, you can post a
fill-in-the-blank question such asMy New Year’s resolution is
_____. People who like your Page can then share their own New
Year's resolutions as a comment on the post.
2. Post a picture and ask people to come up with the best caption.
3. Post exclusive content or news to get people talking about your
Page and sharing content with friends.
4. Posting special offers (like discount codes or deals) just for the
people who like your Page can increase loyalty and drive in-store
traffic.
5. You can find more examples on the Facebook Marketing
Solutions Page.

• 6 Posts That Build Engagement on
Facebook July 5, 2012 by Aaron Lee
• Class project: apply engagement
techniques to our FB page, and report on
that
• Follow the “insights” (i.e. Facebook
analytics) to check effect of campaign

Ads and all that (from Google, who else?)

Google: Adwords v/s Adsense
• The Google AdWords program enables you to
create advertisements which will appear on
relevant Google search results pages and our
network of partner sites. To learn more about
AdWords and begin advertising immediately,
please visit www.adwords.google.com.
• The Google AdSense program differs in that it
delivers Google AdWords ads to individuals'
websites. Google then pays web publishers for
the ads displayed on their site based on user
clicks on ads or on ad impressions, depending on
the type of ad.

Social Media management software

e-commerce
• Piattaforme di commercio elettronico
“pay-per-use”
– Integrazione dei servizi di vendita con la
piattaforma online

LEARNING OBJECTIVES
1. Define electronic commerce (EC) and describe its
various categories.
2. Describe and discuss the content and framework of
EC.
3. Describe the major types of EC transactions.
4. Discuss e-commerce 2.0.
6. Understand the elements of the digital world.
Describe the drivers of EC as they relate to business
pressures and organizational responses.
7. Describe some EC business models.
8. Describe the benefits and limitations of EC to
organizations, consumers, and society.

• electronic commerce (EC)
The process of buying, selling, or
exchanging products, services, or
information via computer.
1-72
Copyright © 2011 Pearson Education, Inc.
Publishing as Prentice Hall

• e-business
A broader definition of EC that includes
not just the buying and selling of goods
and services, but also servicing
customers, collaborating with business
partners, and conducting electronic
transactions within an organization.
1-73

• MAJOR EC CONCEPTS
– Pure Versus Partial EC
– EC can take several forms depending on the
degree of digitization (the transformation
from physical to digital) of:
1. the product (service) sold
2. the process (e.g., ordering, payment,
fulfillment)
3. the delivery method
1-74

1-75

• MAJOR EC CONCEPTS
– EC Organizations
• brick-and-mortar (old economy)
organizations
Old-economy organizations (corporations)
that perform their primary business offline,
selling physical products by means of
physical agents.
1-76

• virtual (pure-play) organizations
Organizations that conduct their business
activities solely online.
• click-and-mortar (click-and-brick)
organizations
Organizations that conduct some e-commerce
activities, usually as an additional marketing
channel.
1-77

• ELECTRONIC MARKETS AND
NETWORKS
– electronic market (e-marketplace)
An online marketplace where buyers and sellers
meet to exchange goods, services, money, or
information.
– intranet
An internal corporate or government network that
uses Internet tools, such as Web browsers, and
Internet protocols.
– extranet
A network that uses the Internet to link multiple
intranets.
1-78

1-79

• CLASSIFICATION OF EC BY THE
NATURE OF THE TRANSACTIONS AND
THE RELATIONSHIPS AMONG
PARTICIPANTS
– business-to-business (B2B)
E-commerce model in which all of the participants
are businesses or other organizations.
– business-to-consumer (B2C)
E-commerce model in which businesses sell to
individual shoppers.
1-80

– e-tailing
Online retailing, usually B2C.
– business-to-business-to-consumer (B2B2C)
E-commerce model in which a business
provides some product or service to a client
business that maintains its own customers.
– consumer-to-business (C2B)
E-commerce model in which individuals use the
Internet to sell products or services to
organizations or individuals who seek sellers to
bid on products or services they need.
1-81

– intrabusiness EC
E-commerce category that includes all internal
organizational activities that involve the exchange
of goods, services, or information among various
units and individuals in an organization.
– business-to-employees (B2E)
E-commerce model in which an organization
delivers services, information, or products to its
individual employees.
– consumer-to-consumer (C2C)
E-commerce model in which consumers sell
directly to other consumers.
1-82

– collaborative commerce (c-commerce)
E-commerce model in which individuals or
groups communicate or collaborate online.
– e-learning
The online delivery of information for
purposes of training or education.
– e-government
E-commerce model in which a government
entity buys or provides goods, services, or
information from or to businesses or
individual citizens.
1-83

• A BRIEF HISTORY OF EC
– The Interdisciplinary Nature of EC
– The Google Revolution
– EC Failures
– EC Successes
• THE FUTURE OF EC
1-84

• social computing
An approach aimed at making the
human–computer interface more natural.
• Web 2.0
The second generation of Internet-based
services that lets people collaborate and
share information online in new ways,
such as social networking sites, wikis,
communication tools, and folksonomies.
1-85

• social network
A category of Internet applications that
help connect friends, business partners,
or individuals with specific interests by
providing free services such as photos
presentation, e-mail, blogging, and so
on using a variety of tools.
1-86

• digital economy
An economy that is based on digital
technologies, including digital
communication networks, computers,
software, and other related information
technologies; also called the Internet
economy, the New economy, or the
Web economy.
1-87

1-88

• digital enterprise
A new business model that uses IT in a
fundamental way to accomplish one or
more of three basic objectives: reach and
engage customers more effectively, boost
employee productivity, and improve
operating efficiency. It uses converged
communication and computing
technology in a way that improves
business processes.
1-89

– corporate portal
A major gateway through which employees,
business partners, and the public can enter a
corporate Web site.
• THE DIGITAL SOCIETY
– The final, and perhaps most important,
element of the digital world is people and
the way they live and interact.
1-90

1-91

• PERFORMANCE, BUSINESS
PRESSURES, AND
ORGANIZATIONAL RESPONSES
– The Business Environment and
Performance Impact Model
– Business Pressures
– Organizational Response Strategies
1-92

1-93

• business model
A method of doing business by which a company
can generate revenue to sustain itself.
– value proposition
The benefits a company can derive from using EC.
• THE STRUCTURE AND PROPERTIES OF
BUSINESS MODELS
– Revenue Models
• Sales
• Transaction Fees
• Subscription Fees
• Advertising Fees
• Affiliate Fees
1-94

1-95

– Functions of a Business Model
• Describe the major business processes of a
company
• Describe the business models’ positioning within
the value network linking suppliers and
customers
• Formulate the venture’s competitive strategy and
its long-range plans
• Articulate a customer value proposition
• Identify a market segment
• Define the venture’s specific value chain
structure
• Estimate the cost structure and profit potential
1-96

• TYPICAL EC BUSINESS MODELS
– Online direct marketing
– Electronic tendering systems
• tendering (bidding) system
Model in which a buyer requests would-be
sellers to submit bids; the lowest bidder wins.
– Electronic marketplaces and exchanges
– Viral marketing
– Social networking and Web 2.0 tools
1-97

1-98

1-99

1-100

• Ethical Issues
– ethics
The branch of philosophy that deals with
what is considered to be right and wrong.
• WHY STUDY E-COMMERCE?
1-101

1. Is EC real?
2. Why is B2B e-commerce so essential
and successful?
3. What should be my business model?
4. How can we exploit social/business
networking?
5. What are the top challenges of EC?
1-102

2-103

2-104

• e-marketplace
An online market, usually B2B, in which
buyers and sellers exchange goods or
services; the three types of e-
marketplaces are private, public, and
consortia.
2-105

2-106

2-107

• marketspace
A marketplace in which sellers and
buyers exchange goods and services for
money (or for other goods and services),
but do so electronically.
2-108

• E-MARKETPLACE COMPONENTS
AND PARTICIPANTS
– Customers
– Sellers
– Products and services
• digital products
Goods that can be transformed to digital format
and delivered over the Internet.
– Infrastructure
2-109

– front end
The portion of an e-seller’s business processes
through which customers interact, including the
seller’s portal, electronic catalogs, a shopping
cart, a search engine, and a payment gateway.
– back end
The activities that support online order
fulfillment, inventory management, purchasing
from suppliers, payment processing, packaging,
and delivery.
– intermediary
A third party that operates between sellers and
buyers.
2-110

• disintermediation
Elimination of intermediaries between
sellers and buyers.
2-111

• TYPES OF E-MARKETPLACES
– Private E-Marketplaces
• sell-side e-marketplace
A private e-marketplace in which one company
sells either standard and/or customized products
to qualified companies.
• buy-side e-marketplace
A private e-marketplace in which one company
makes purchases from invited suppliers.
– Public E-Marketplaces
2-112

• Webstore (storefront)
A single company’s Web site where
products or services are sold and usually
has an online shopping cart associated
with it. Many Webstores target a specific
industry and find their own unique corner
of the market.
2-113

• ELECTRONIC MALLS AND LARGE
RETAILERS
– e-mall (online mall)
An online shopping center where many online
stores are located.
• TYPES OF STORES AND MALLS
– General stores/malls
– Specialized stores/malls
– Regional versus global stores
– Pure-play versus click-and-mortar stores
2-114

• Web (information) portal
A single point of access, through a Web
browser, to critical business information
located inside and outside (via Internet)
an organization.
2-115

2-116

• Types of Portals
– Commercial (public) portals
– Corporate portals
– Publishing portals
– Personal portals
– mobile portal
A portal accessible via a mobile device.
– voice portal
A portal accessed by telephone or cell
phone.
– Knowledge portals
2-117

• THE ROLES AND VALUE OF
INTERMEDIARIES IN E-
MARKETPLACES
– Brokers
• Buy/sell fulfillment
• Virtual mall
• Metamediary
• Comparison agent
• Shopping facilitator
• Matching services
2-118

– infomediaries
Electronic intermediaries that provide and/or
control information flow in cyberspace, often
aggregating information and selling it to others.
– e-distributor
An e-commerce intermediary that connects
manufacturers with business buyers (customers)
by aggregating the catalogs of many
manufacturers in one place—the intermediary’s
Web site.
2-119

• electronic catalogs (e-catalogs)
The presentation of product information
in an electronic form; the backbone of
most e-selling sites.
2-120

2-121

• auction
A competitive process in which a seller
solicits consecutive bids from buyers
(forward auctions) or a buyer solicits bids
from sellers (backward auctions). Prices
are determined dynamically by the bids.
2-122

• TRADITIONALAUCTIONS VERSUS
E-AUCTIONS
– Limitations of Traditional Offline
Auctions
– electronic auctions (e-auctions)
Auctions conducted online.
• INNOVATIVE AUCTIONS
2-123

• dynamic pricing
Prices that change based on supply and
demand relationships at any given time.
• TYPES OF AUCTIONS
– One Buyer, One Seller
– One Seller, Many Potential Buyers
• forward auction
An auction in which a seller entertains bids
from buyers. Bidders increase price
sequentially.
2-124

– One Buyer, Many Potential Sellers
• reverse auction (bidding or tendering system)
Auction in which the buyer places an item for bid (tender)
on a request for quote (RFQ) system, potential suppliers bid
on the job, with the price reducing sequentially, and the
lowest bid wins; primarily a B2B or G2B mechanism.
• name-your-own-price model
Auction model in which a would-be buyer specifies the
price (and other terms) he or she is willing to pay to any
willing and able seller. It is a C2B model that was pioneered
by Priceline.com.
2-125

2-126

– Many Sellers, Many Buyers
• double auction
An auction in which multiple buyers and their
bidding prices are matched with multiple sellers
and their asking prices, considering the quantities
on both sides.
2-127

2-128

– Limitations of E-Auctions
• Minimal Security
• Possibility of Fraud
• Limited Participation
– Impacts of Auctions
• Auctions as a Social Mechanism to Determine a Price
• Auctions as a Highly Visible Distribution Mechanism
• Auctions as an EC Component in a Business Model
• Auctions for Profit for Individuals
2-129

• bartering
The exchange of goods and services.
– e-bartering (electronic bartering)
Bartering conducted online, usually in a
bartering exchange.
• bartering exchange
A marketplace in which an intermediary
arranges barter transactions.
ONLINE NEGOTIATING
2-130

Final paper
1. Cloud computing report
2. Wordpress web site
3. Social network engagement
4. E-commerce survey
Include your name / course
email to me by 31 July 2012

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