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Portal - Online Marketing


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Portal - Online Marketing

  1. 1. Online Marketing - Portal© Ramakrishna Kongalla,Assistant ProfessorRtist @ Tourism
  2. 2. Portal• A web portal is a web site that brings information togetherfrom diverse sources in a uniform way. Usually, eachinformation source gets its dedicated area on the page fordisplaying information (a portlet); often, the user can configurewhich ones to display.• Apart from the standard search engines feature, web portalsoffer other services such as e-mail, news, stock prices,information, databases and entertainment. Portals provide away for enterprises to provide a consistent look and feel withaccess control and procedures for multiple applications anddatabases, which otherwise would have been different entitiesaltogether.• Examples of public web portals are AOL, Excite, iGoogle, MSN,Netvibes, and Yahoo!.Rtist @ Tourism
  3. 3. History• In the late 1990s the web portal was a hot commodity. After theproliferation of web browsers in the late-1990s many companiestried to build or acquire a portal to have a piece of the Internetmarket.• The web portal gained special attention because it was, formany users, the starting point of their web browser. Netscapebecame a part of America Online, the Walt Disney Companylaunched, IBM and others launched Prodigy, and Exciteand @Home became a part of AT&T Corporation during the late1990s. Lycos was said to be a good target for other mediacompanies, such as CBS.Rtist @ Tourism
  4. 4. • The portal craze, with old media companies racing tooutbid each other for Internet properties, died downwith the dot-com bust in 2000 and 2001.• Disney pulled the plug on, Excite wentbankrupt, and its remains were sold to portal sites such as Yahoo! and those others firstlisted in this article remain active.Rtist @ Tourism
  5. 5. Classification• Web portals are sometimes classified as horizontal orvertical.– A horizontal portal Is used as a platform to severalcompanies in the same economic sector or to the sametype of manufacturers or distributors.– A vertical portal (also known as a "vortal") is aspecialized entry point to a specific market or industryniche, subject area, or interest.• Some vertical portals are known as "vertical informationportals" (VIPs).• VIPs provide news, editorial content, digital publications, ande-commerce capabilities.• In contrast to traditional vertical portals, VIPs also providedynamic multimedia applications including social networking,video posting, and blogging.Rtist @ Tourism
  6. 6. Types of web portals• Personal portals– A personal portal is a site on the World Wide Web that typically providespersonalized capabilities to its visitors, providing a pathway to other content.It is designed to use distributed applications, different numbers and types ofmiddleware and hardware to provide services from a number of differentsources. In addition, business portals are designed for sharing andcollaboration in workplaces. A further business-driven requirement of portalsis that the content be able to work on multiple platforms such as personalcomputers, personal digital assistants (PDAs), and cell phones/mobile phones.Information, news, and updates are examples of content that would bedelivered through such a portal. Personal portals can be related to any specifictopic such as providing friend information on a social network or providinglinks to outside content that may help others beyond your reach of services.Portals are not limited to simply providing links. Information or content that isplaced on the web may create a portal in the sense of a path to newknowledge and capabilities.• News portals– The traditional media rooms all around the world are fast adapting to the newage technologies. This marks the beginning of news portals by media housesacross the globe. This new media channels give them the opportunity to reachthe viewers in a shorter span of time than their print media counterparts.Rtist @ Tourism
  7. 7. • Government web portals– At the end of the dot-com boom in the 1990s, many governmentshad already committed to creating portal sites for their citizens.These included primary portals to the governments as well asportals developed for specific audiences. Examples of governmentweb portals include; for India.• Cultural Portals– Cultural portal aggregate digitised cultural collections of galleries,libraries, archives and museums. This type of portals provides apoint of access to invisible web cultural content that may not beindexed by standard search engines. Digitised collections caninclude books, artworks, photography, journals, newspapers,music, sound recordings, film, maps, diaries and letters, andarchived websites as well as the descriptive metadata associatedwith each type of cultural work. These portals are usually basedaround a specific national or regional groupings of institutions.Rtist @ Tourism
  8. 8. • Corporate web portals– Corporate intranets became common during the 1990s. Asintranets grew in size and complexity, webmasters werefaced with increasing content and user managementchallenges. A consolidated view of company information wasjudged insufficient; users wanted personalization andcustomization. Webmasters, if skilled enough, were able tooffer some capabilities, but for the most part ended updriving users away from using the intranet.– Many companies began to offer tools to help webmastersmanage their data, applications and information more easily,and through personalized views. Portal solutions can alsoinclude workflow management, collaboration between workgroups, and policy-managed content publication. Most canallow internal and external access to specific corporateinformation using secure authentication or single sign-on.Rtist @ Tourism
  9. 9. • JSR168 Standards emerged around 2001. Java Specification Request(JSR) 168 standards allow the interoperability of portlets acrossdifferent portal platforms. These standards allow portal developers,administrators and consumers to integrate standards-based portalsand portlets across a variety of vendor solutions.• The concept of content aggregation seems to still gain momentum andportal solution will likely continue to evolve significantly over the nextfew years. The Gartner Group predicts generation 8 portals to expandon the Business Mashups concept of delivering a variety ofinformation, tools, applications and access points through a singlemechanism.• With the increase in user generated content, disparate data silos, andfile formats, information architects and taxonomist will be required toallow users the ability to tag (classify) the data. This will ultimatelycause a ripple effect where users will also be generating ad hocnavigation and information flows.• Corporate Portals also offer customers & employees self-serviceopportunities.Rtist @ Tourism
  10. 10. • Stock portals– Also known as stock-share portals, stock market portals or stock exchangeportals are Web-based applications that facilitates the process of informingthe share-holders with substantial online data such as the latest price,ask/bids, the latest News, reports and announcements. Some stock portals useonline gateways through a central depository system (CDS) for the visitors(ram) to buy or sell their shares or manage their portfolio.• Search portals– Search portals aggregate results from several search engines into one page.• Tenders portals– Tenders portals stands for a gateway to search/modify/submit/archive dataon tenders and professional processing of continuous online tenders.– With a tender portal the complete tendering process—submitting ofproposals, assessment, administration—are done on the web.– Electronic or online tendering is just carrying out the same traditionaltendering process in an electronic form, using the Internet.– Using online tendering, bidders can do any of the following:– Receive notification of the tenders.– Receive tender documents online.– Fill out the forms online.– Submit proposals and documents.– Submit bids online.Rtist @ Tourism
  11. 11. Hosted web portals• Hosted web portals gained popularity a number of companies began offering them as a hostedservice. The hosted portal market fundamentally changed the composition of portals.• In many ways they served simply as a tool for publishing information instead of the loftier goalsof integrating legacy applications or presenting correlated data from distributed databases.• The early hosted portal companies such as or the now focused on collaboration and scheduling in addition to the distribution ofcorporate data.• As hosted web portals have risen in popularity their feature set has grown to include hosteddatabases, document management, email, discussion forums and more. Hosted portalsautomatically personalize the content generated from their modules to provide a personalizedexperience to their users.• In this regard they have remained true to the original goals of the earlier corporate web portals.• Emerging new classes of internet portals called Cloud Portals are showcasing the power of API(Application Programming Interface) rich software systems leveraging SOA (service orientedarchitecture, web services, and custom data exchange) to accommodate machine to machineinteraction creating a more fluid user experience for connecting users spanning multipledomains during a given "session".• Leading cloud portals like Nubifer Cloud Portal: showcase what is possible using EnterpriseMashup and Web Service integration approaches to building cloud portals.Rtist @ Tourism
  12. 12. Domain-specific portals• A number of portals have come about that are specific to the particulardomain, offering access to related companies and services, a prime exampleof this trend would be the growth in property portals that give access toservices such as estate agents, removal firm, and solicitors that offerconveyancing.• Along the same lines, industry-specific news and information portals haveappeared, such as the clinical trials specific portal: IFPMA Clinical Trials PortalRtist @ Tourism
  13. 13. Engineering aspects• The main concept is to present the user with a single web page that bringstogether or aggregates content from a number of other systems or servers.• For portals that present application functionality to the user, the portalserver is in reality the front piece of a server configuration that includessome connectivity to the application server.• Service-Oriented Architecture (SOA) is one example of how a portal can beused to deliver application server content and functionality. The applicationserver or architecture performs the actual functions of the application. Thisapplication server is in turn connected to database servers, and may be partof a clustered server environment.• High-capacity portal configurations may include load balancing equipment.SOAP, an XML-based protocol, may be used for servers to communicatewithin this architecture.• The server hosting the portal may only be a "pass through" for the user. Byuse of portlets, application functionality can be presented in any number ofportal pages. For the most part, this architecture is transparent to the user.• In such a scheme, security and capacity can be important features, andadministrators need to ensure that only an authorized visitor or user cangenerate requests to the application server.• If administration does not ensure this aspect, then the portal mayinadvertently present vulnerabilities to various types of attacks.Rtist @ Tourism
  14. 14. Thank You…!!!©Ramakrishna Kongallae-mail: artist.ramakrishna@gmail.comRtist @ Tourism