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Laudon traver ec10-ppt_ch04
1.
E-commerce 2014E-commerce 2014 Kenneth
C. LaudonKenneth C. Laudon Carol Guercio TraverCarol Guercio Traver business. technology. society. tenth edition Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall
2.
Chapter 4Chapter 4 Building
an E-commerce Presence: WebBuilding an E-commerce Presence: Web Sites, Mobile Sites, and AppsSites, Mobile Sites, and Apps Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall
3.
Class Discussion USA Today
Redesigns What were USA Today’s objectives in redesigning its e-commerce presence? What considerations, if any, unique to the newspaper business were involved? What did USA Today do to meet the needs of mobile device users? Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-3
4.
Imagine Your E-commerce
Presence What’s the idea? Vision Mission statement Target audience Intended market space Strategic analysis Internet marketing matrix Development timeline and preliminary budget Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-4
5.
Imagine Your E-commerce
Presence (cont.) Where’s the money? Business model(s): Portal, e-tailer, content provider, transaction broker, market creator, service provider, community provider Revenue model(s): Advertising, subscriptions, transaction fees, sales, and affiliate revenue Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-5
6.
Imagine Your E-commerce
Presence (cont.) Who and where is the target audience? Describing your audience Demographics Age, gender, income, location Behavior patterns (lifestyle) Consumption patterns (purchasing habits) Digital usage patterns Content creation patterns (blogs, Facebook) Buyer personas Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-6
7.
Imagine Your E-commerce
Presence (cont.) Characterize the marketplace Demographics Size, growth, changes Structure Competitors Suppliers Substitute products Where is the content coming from? Static or dynamic? Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-7
8.
Imagine Your E-commerce
Presence (cont.) Know yourself—SWOT analysis Develop an e-commerce presence map Develop a timeline: Milestones How much will this cost? Simple Web sites: up to $5000 Small Web start-up: $25,000 to $50,000 Large corporate site: $100,000+ to millions Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-8
9.
SWOT Analysis Figure 4.1,
page 189 Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-9
10.
E-commerce Presence Map Figure
4.2, page 190 Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-10
11.
Building an E-commerce
Site: A Systematic Approach Most important management challenges: Developing a clear understanding of business objectives Knowing how to choose the right technology to achieve those objectives Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-11
12.
Pieces of the
Site-Building Puzzle Main areas where you will need to make decisions: Human resources and organizational capabilities Creating team with skill set needed to build and manage a successful site Hardware/software Telecommunications Site design Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-12
13.
The Systems Development
Life Cycle Methodology for understanding business objectives of a system and designing an appropriate solution Five major steps: Systems analysis/planning Systems design Building the system Testing Implementation Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-13
14.
Web Site Systems
Development Life Cycle Figure 4.5, Page 194 Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-14
15.
System Analysis/Planning Business
objectives: List of capabilities you want your site to have System functionalities: List of information system capabilities needed to achieve business objectives Information requirements: Information elements that system must produce in order to achieve business objectives Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-15
16.
Table 4.2, page
195 Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-16
17.
Systems Design: Hardware and
Software Platforms System design specification: Description of main components of a system and their relationship to one another Two components of system design: Logical design Data flow diagrams, processing functions, databases Physical design Specifies actual physical, software components, models, and so on Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-17
18.
Logical Design for
a Simple Web Site Figure 4.6 (a), Page 197 Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-18
19.
Physical Design for
a Simple Web Site Figure 4.6 (b), Page 197 Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-19
20.
Build/Host Your Own
vs. Outsourcing Outsourcing: Hiring vendors to provide services involved in building site Build own vs. outsourcing: Build your own requires team with diverse skill set; choice of software tools; both risks and possible benefits Host own vs. outsourcing Hosting: Hosting company responsible for ensuring site is accessible 24/7, for monthly fee Co-location: Firm purchases or leases Web server (with control over its operation), but server is located at vendor’s facility Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-20
21.
Choices in Building
and Hosting Figure 4.7 Page 198 Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-21
22.
Insight on Business:
Class Discussion Curly Hair and Appillionaires How does a small, niche Web site such as NaturallyCurly.com become profitable? How has cloud computing and social media reduced costs? How is the app economy changing the economics of software production and e-commerce? Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-22
23.
Testing, Implementation, and Maintenance
Testing Unit testing System testing Acceptance testing Implementation and maintenance: Maintenance is ongoing Maintenance costs: Similar to development costs Benchmarking Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-23
24.
Factors in Web
Site Optimization Figure 4.10, Page 205 Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-24
25.
Simple vs. Multi-tiered Web
Site Architecture System architecture Arrangement of software, machinery, and tasks in an information system needed to achieve a specific functionality Two-tier Web server and database server Multi-tier Web application servers Backend, legacy databases Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-25
26.
Two-Tier E-commerce Architecture Figure
4.11(a), Page 207 Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-26
27.
Multi-Tier E-commerce Architecture Figure
4.11(b), Page 207 Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-27
28.
Web Server Software
Apache Leading Web server software (52% of market) Works with UNIX, Linux operating systems Microsoft’s Internet Information Server (IIS) Second major Web server software (20% of market) Windows-based Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-28
29.
Table 4.4, Page
208 Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-29
30.
Site Management Tools
Basic tools Included in all Web servers Verify that links on pages are still valid Identify orphan files Third-party software for advanced management Monitor customer purchases, marketing campaign effectiveness, and so on WebTrends Analytics 10, Google Analytics Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-30
31.
Dynamic Page Generation
Tools Dynamic page generation: Contents stored in database and fetched when needed Common tools: CGI, ASP, JSP, ODBC Advantages Lowers menu costs Permits easy online market segmentation Enables cost-free price discrimination Enables content management system (CMS) Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-31
32.
Application Servers Web
application servers: Provide specific business functionality required for a Web site Type of middleware Isolate business applications from Web servers and databases Single-function applications being replaced by integrated software tools that combine all functionality needed for e-commerce site Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-32
33.
E-commerce Merchant Server
Software Provides basic functionality for sales Online catalog List of products available on Web site Shopping cart Allows shoppers to set aside, review, edit selections, and then make purchase Credit card processing Typically works in conjunction with shopping cart Verifies card and puts through credit to company’s account at checkout Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-33
34.
Merchant Server Software
Packages Integrated environment that includes most of functionality needed Key factors in selecting a package Functionality Support for different business models Business process modeling tools Visual site management and reporting Performance and scalability Connectivity to existing business systems Compliance with standards Global and multicultural capability Local sales tax and shipping rules Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-34
35.
Web Services and
Open-Source Options Options for small firms Hosted e-commerce sites Offer site building tools and templates Example: Yahoo’s Merchant Solutions Open-source merchant server software Enables you to build truly custom sites Requires programmer with expertise, time Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-35
36.
The Hardware Platform
Hardware platform: Underlying computing equipment needed for e-commerce functionality Objective: Enough platform capacity to meet peak demand without wasting money Important to understand the factors that affect speed, capacity, and scalability of a site Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-36
37.
Right-Sizing Your Hardware
Platform: The Demand Side Customer demand: Most important factor affecting speed of site Factors in overall demand: Number of simultaneous users in peak periods Nature of customer requests (user profile) Type of content (dynamic vs. static Web pages) Required security Number of items in inventory Number of page requests Speed of legacy applications Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-37
38.
Right-Sizing Your Hardware
Platform: The Supply Side Scalability: Ability of site to increase in size as demand warrants Ways to scale hardware: Vertically Increase processing power of individual components Horizontally Employ multiple computers to share workload Improve processing architecture Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-38
39.
Table 4.8, Page
219 Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-39
40.
Table 4.9, Page
220 Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-40
41.
Other E-commerce Site
Tools Web site design: Basic business considerations Enabling customers to find and buy what they need Tools for Web site optimization Search engine placement Metatags, titles, content Identify market niches, localize site Offer expertise Links Search engine ads Local e-commerce Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-41
42.
Table 4.10, Page
221 Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-42
43.
Table 4.11, Page
222 Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-43
44.
Tools for Interactivity
and Active Content CGI (Common Gateway Interface) ASP (Active Server Pages)/ASP.NET Java, JSP, and JavaScript ActiveX and VBScript ColdFusion Web 2.0 design elements: Widgets, mashups Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-44
45.
Personalization Tools Personalization Ability
to treat people based on personal qualities and prior history with site Customization Ability to change the product to better fit the needs of the customer Cookies Primary method to achieve personalization Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-45
46.
The Information Policy
Set Privacy policy Set of public statements declaring how site will treat customers’ personal information that is gathered by site Accessibility rules Set of design objectives that ensure disabled users can affectively access site Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-46
47.
Insight on Society:
Class Discussion Designing for Accessibility Why might some merchants be reluctant to make their Web sites accessible to disabled Americans? How can Web sites be made more accessible? Should all Web sites be required by law to provide “equivalent alternatives” for visual and sound content? What additional accessibility problems do mobile devices pose? Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-47
48.
Developing a Mobile
Web Site and Building Mobile Applications Three types of m-commerce software Mobile Web site Responsive Web design Mobile Web app Native app Planning and building mobile presence Use systems analysis/design to identify unique and specific business objectives Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-48
49.
Table 4.13, Page
231 Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-49
50.
Developing a Mobile
Web Presence Design considerations Platform constraints: Smartphone/tablet Performance and cost Mobile Web site: Least expensive Mobile app: Can utilize browser API Native app: Most expensive; requires more programming Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-50
51.
Insight on Technology:
Class Discussion Building a Mobile Presence What are the key differences between user experience on a Web site and on a mobile device? Why would a mobile Web site or app from the same merchant need different content or functionality? In which cases would a merchant want to develop a mobile app over a mobile Web site? Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-51
52.
Copyright © 2014
Pearson Education, Inc. Publishing as Prentice Hall Slide 4-52
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