Presented by Janette Toral at the eCommerce Workshop on expanding Online business by Bitstop and DigitalFilipino at BFAR Auditiorium, Bonuan Binloc, Dagupan City last May 26, 2011. Event info at http://www.bnshosting.net/index.php/technical-resources/ecommerce-workshop-on-expanding-online-business/

1. E-Commerce: Expanding
Business Online
Janette Toral
http://e-commercephilippines.com

5. DigitalFilipino.com Club
• http://www.e-commercephilippines.com
• Free research reports, marketing
assistance, referrals, and consulting.
• Have individual, SME, and corporate
membership
• Nearly 100 members.

8. http://www.searchprofileindex.com

9. http://www.adinteresting.com
http://www.homebasedelite.com

10. http://digientrepreneur.com

11. Internet Search emerges as the top
online activity.
Activities showing significant increase at 95% confidence levels
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010

12. April 2011

13. What is E-Commerce?
• E-Commerce is the exchange of information or
transactions using any form of electronic communication.
• Covers both commercial and non-commercial
transactions (Republic Act 8792, The E-Commerce Law)
• The Internet is the information highway or public network
where e-commerce and various forms of communication
take place.
• E-commerce that takes place over the Internet is often
referred to as Internet Commerce.
• Mobile Commerce - transaction takes place in mobile
devices such as cellular phone and personal digital
assistant (PDA).

14. Examples: Forms of e-commerce
• Electronic data interchange
• Fax
• Internet bulletin board
• Email
• Electronic fund transfer
• Text messaging

15. E-Commerce Law
• It gives legal recognition of electronic data messages,
electronic documents, and electronic signatures.
(Section 6 to 15)
• Allows the formation of contracts in electronic form.
(Section 16 to 23)
• Makes banking transactions done through ATM
switching networks absolute once consummated.
(Section 16)
• Parties are given the right to choose the type and level of
security methods that suit their needs. (Section 24)
• Provides the mandate for the electronic implementation
of transport documents to facilitate carriage of goods.
(Section 25 and 26)

16. E-Commerce Law
• Mandates the government to have the capability to do e-
commerce within 2 years or before June 19, 2002.
(Section 27)
• Mandates RPWeb to be implemented. RPWeb is a
strategy that intends to connect all government offices to
the Internet and provide universal access to the general
public. (Section 28)
• Made cable, broadcast, and wireless physical
infrastructure within the activity of telecommunications.
(Section 28)
• Empowers the Department of Trade and Industry to
supervise the development of e-commerce in the
country. (Section 29)

17. E-Commerce Law
• Provided guidelines as to when a service provider can be liable.
(Section 30)
• Authorities and parties with the legal right can only gain access to
electronic documents, electronic data messages, and electronic
signatures. For confidentiality purposes, it shall not share or convey
to any other person. (Section 31 and 32)
• Hacking or cracking, refers to unauthorized access including the
introduction of computer viruses, is punishable by a fine from 100
thousand to maximum commensurate to the damage. This includes
mandatory imprisonment from 6 months to 3 years. (Section 33a)
• Piracy through the use of telecommunication networks, such as the
Internet, that infringes intellectual property rights is punishable. The
penalties are the same as hacking. (Section 33b)
• All existing laws such as the Consumer Act of the Philippines also
applies to e-commerce transactions. (Section 33c and 33d)

18. E-Commerce Law
• Tasks the DTI, DBM, and BSP to enforce this law and
issue implementing rules and regulations, in coordination
with DOTC, NTC, NCC, ITECC, CoA, other concerned
agencies and the private sector. (Section 34)
• Create a Congressional Oversight Committee composed
of the Committees on Trade and Industry/Commerce,
Science and Technology, Finance and Appropriations of
both the Senate and House of Representatives to
oversee the law's implementation. (Section 35)
• Funding for continued implementation of the E-
Commerce Law shall be included in the annual General
Appropriations Act. (Section 36)

19. IRR for ECA
• Authority of the Department of Trade and Industry in supervising
and directing the implementation of the law. (Section 2)
• Principles that shall govern the implementation of the E-Commerce
Law. Mechanisms for private sector input and involvement in policy-
making by government agencies, in respect to the implementation of
the law, shall be promoted and widely used. (Section 3a and b)
• Equal tax treatment to both e-commerce and traditional transactions
(Section 3d)
• Mandates businesses to protect the privacy of users and give them
control to protect such. (Section 3e)
• Encourage small and medium enterprises in order to gain access to
IT resources. (Section 3g)
• Government to provide equal and transparent access to information.
(Section 3l)
• Private sector is encouraged to explore means of settling e-
commerce disputes such as arbitration and mediation. (Section 3m)

20. E-Commerce Project Plan
• Workshop • Technical specifications
• Align with strategic plan • Legal
• Market and competitive • Testing
research • Security
• Competitive advantage • Customer service
• Product or service plan • Logistics
• Partners • Payment
• Marketing • Maintenance
• Success criteria • Budget
• Content plan

21. http://bit.ly/adwordstool

23. Find out competition through
search engine.
Search engine is a reputation
engine.

25. From family delicacy gifts to full-blown
export business.
http://bit.ly/pinoydelikasi

30. Sulit.com.ph

31. http://bit.ly/ayannah
Provide solution and collaboration
opportunity.

35. http://bit.ly/jamflores
Educate the
market, show
potential.

36. 2011 will be year of Mobile Content
and Mobile Marketing

37. http://bit.ly/chitjuan
Use social media to engage,
generate results, proactively
connect.

38. http://www.architerra.org

39. http://digientrepreneur.com

40. E-Commerce Project Plan
• Workshop • Technical specifications
• Align with strategic plan • Legal
• Market and competitive • Testing
research • Security
• Competitive advantage • Customer service
• Product or service plan • Logistics
• Partners • Payment
• Marketing • Maintenance
• Success criteria • Budget
• Content plan

41. Book reference: Brains on Fire

42. Improve
• Products
• Marketing
• Content
• Sales
• Customer Service

43. Content
Continuous Research
Community
Cost-effective
Capacity building
Commitment
Photo credit: PinayAds.com

44. http://digitalfilipinocom.ning.com
http://digitalfilipino.podomatic.com

45. http://slideshare.net/janettetoral

46. Engages the audience
Winner of DigitalFilipino Social Networking Awards 2010 (Social Network
category)

48. http://www.coffeeboard.com.ph/

49. Brand Background
Real Leaf green tea is the newest
ready-to-drink (RTD) tea in the
market launched mid-2009.
Real Leaf is brewed from 100%
whole green tea leaves, naturally
packed with Theanine, with a
delicious hint of fruit and honey.
Real Leaf Green Tea won the blog category in
DigitalFilipino Social Networking Awards 2010

50. Key Learnings
• Incentivized consumer engagement with the blogger community
around a strong concept can drive rich RESPONSE and online brand
presence.
Big
Idea
Medium
“What’s
in
it
for
me?”
Real
Leaf
Paparazzi
Key
Blogs
&
iPod
Nanos,
cash
&
products
Blog
Networks
=
150+
product-­‐related
photos
400+
blog
posts
40+
related
search
results

51. 1st place: Mommy Talks by Precious Bahinting
http://www.mommytalks.net/2010/01/real-leaf-paparazzi.html

52. Search Results for: “Real Leaf”
Google Top 10 results
Before:
1
video,
1
employee
post
AJer:
8
on
the
Top
10
search
results

53. BACKGROUND
Apl de Ap + MTV Asia + PH DOT
were in search for the next unsigned
PINOY ARTIST
MTV Emerge won the media voting category in
DigitalFilipino Social Networking Awards 2010

57. http://bit.ly/bradgeiser
Proactively care about people.

58. tag
plug
hide

60. http://foursquare.com

63. #3 Be relevant to your audience.

64. TV PRINT POS CRM
digital digital digital digital
social social social social
game game game game
mobile mobile mobile mobile
Be Useful

65. Ways to accept payment
• Cash – person to person
• Bank deposit
• Remittance service
• Credit card
• SMS

66. Life Cycle of a Transaction - Authorization
1. Consumer Selects 2. Website redirects 3. Gateway accepts
goods to purchase Consumer to payment details
Payment Gateway from Consumer
4. Gateway encrypts
transaction and 8. Acquirer passes
transmits to Acquirer. transaction result to
Gateway.
7. Issuer check for
sufficient funds and Card
provides Authorization Network
5. Acquirer sends
6. Card Network transaction to Card
routes transaction to Network
Issuer of Credit Card

67. Life Cycle of a Transaction - Settlement
1. Gateway closes off
Batch and transmits
to Acquirer
5. Acquirer Makes
Deposit to Merchant’s
Account
4. Issuer Debits Card
Holder’s Account
Card
Network
3. Card Network settles 2. Acquirer sends
transaction by paying Batch to Card Network
Acquirer and debiting Issuer
Account

68. Charge Backs and Refunds
Website
Issuer
Card Acquirer
Network

69. Be prepared
• IPV4 to IPV6
• Cheaper bandwidth
• Powerful mobile devices
• Tools-empowered generation
• Knowledge society
– Thinking
– Discerning
– Vocal

70. See you online
http://facebook.com/janettetoral
http://slideshare.net/janettetoral
http://twitter.com/digitalfilipino