This video presentation by Kevin Mendez covers key topics in e-commerce and e-business including: introduction to e-business and e-commerce; e-commerce fundamentals; e-business infrastructure; e-environment; supply chain management; e-marketing; customer relationship management; change management; analysis and design; m-commerce; and management of mobile commerce services. The document provides overviews and definitions of these topics as they relate to conducting business online.

2. This video is presented by USeP’s Bachelor of Science in Computer
Science student Kevin Mendez under Mr. ND Arquillano as a partial
fulfillment for Elective 4 – Ecommerce. It talks about:
 Introduction of E-business and E-commerce
 E-commerce Fundamentals
 E-business Infrastructure
 E-environment
 Supply Chain Management
 E-marketing
 Customer Relationship Management
 Change Management
 Analysis and Design
 M-Commerce
 Management of Mobile Commerce Services

3. Introduction of E-Business and E-
Commerce
E Commerce stands for electronic commerce and
caters to trading in goods and services through the
electronic medium such as internet, mobile or any
other computer network. It involves the use of
Information and Communication Technology (ICT)
and Electronic Funds Transfer (EFT) in making
commerce between consumers and organizations,
organization and organization or consumer and
consumer.

4. Introduction of E-Business and E-
Commerce: Beginnings
 First wave
 Mid-1990s to 2000: rapid growth
 “Dot-com boom” followed by “dot-com bust”
 2000 to 2003: overly gloomy news reports
 Second wave
 2003: signs of new life
 Sales growth
 Profits

5. Introduction of E-Business and E-
Commerce
• Traditional Commerce
– Exchange of goods/services of at least 2 parties
– Seller
– Buyer
– Activities as Business Processes
• Electronic commerce
– Defined as the use of electronic data transmission
technologies to enhance business processes.
– A subset of E-Business
– More than shopping on the Web
– Businesses trading with other businesses
– Internal company processes

6. Introduction of E-Business and E-
Commerce
• Electronic Business
– defined as the utilization of ICT in support of all the
activities of business
– more strategic focus
– involves business processes spanning the entire value
chain (inter and intra firm biz processes)
• electronic purchasing
• supply chain management
• conducted using the Web, the Internet, intranets,
extranets, or some combination of these.

7. E-commerce Fundamental
 The most important thing online is the user experience. It can
be argued that everything else is secondary. Websites that
frustrate will not endear your brand to prospective customers.
Try to create an online experience where users can easily find
and digest the information they need in order to proceed to
the checkout.
 Solid ‘on-site search’ functionality is vital. You need good-
quality metadata to make it work properly. One E-consultancy
study showed that half of all site searches returned no results
even where products were available. Madness. ‘Prompted
search’ is a no-brainer (a la Google Suggest and Become.com).
We published a buyer's guide to site search tools.

8. E-commerce Fundamental
 Well-defined information architectureand intuitive
navigation is essential. Studies have shown that most people
are ‘cognitive misers’. In plain English: people don’t like to
think. Keep this in mind when wireframing your site
 Clearly label categories and pages. Talk in the same
language as your users. This language is the language of
search. People will type in search queries that make sense to
them – you need to mirror these search queries on your
website (keywords in titles, body text, internal links, etc). Use
keyword suggestion tools to figure out which terms are most-
searched for. You should define a keyword strategy very early
on – figure out the top 50 keywords/phrases that you want to
rank well on.

9. E-commerce Fundamental
 Trust and credibility need to be reinforced, particularly in key
purchase areas, and especially for new or unknown brands.
This means testimonials, customer feedback, press cuttings. It
also means highly visible contact details (telephone / email)
and online customer support options (FAQ / help / delivery
options).
 Prioritise the key information users look for during the
purchase decision-making process. Price, features, delivery
options and the buy now button all need to be placed above
the fold. Above. The. Fold.

10. E-commerce Fundamental
 Minimise distractions – keep the user focused on the
purchase or conversion goal. This means no flashing
ads above the fold, among other things. It means up-selling
and cross-selling at appropriate times, and not too early (to
avoid confusing the user before they’ve fully bought into the
purchase decision). Yes to white space and big fonts. No to
clutter.
 Good copy. Copywriting is just as important online as it is
offline. Be persuasive and add value where you can. Talk to the
user as an individual. Think about what you would want to see,
in order to proceed to the checkout. Use an active voice, not a
passive one. Avoid jargon and marketese.

11. E-commerce Fundamental
 Images. Pictures might be very important to your customers, to help
them evaluate products. In some sectors, images aren’t needed
whatsoever. They are absolutely crucial in others. Optimize images
for Google when you upload them. And compress them! Keep an
eye on page weight – slow loading times can annoy and frustrate
users (broadband connections help, but everything is relative…).
 Service the pre-purchase consumer. The e-commerce store is often
a place for research (I almost always look at Amazon
recommendations when buying any kind of product). Most people
research products and services online prior to starting out on their
purchase journey (in a separate session). When in pre-purchase
mode users look for comparison tools to help them weigh up the
options. If your competitors have better feature filtering tools then
users may prefer to use their website. ‘Watchlists’ are a good idea
too – encourage users to ‘save items to watchlist’, to start a
relationship with them (a simple register user account may be
needed here, but don't ask for much more than an email address at
this point).

12. E-commerce Fundamental
 No alarms and no surprises. Always let the user know what to
expect, especially when they’ve started to purchase. Go and
see how Amazon does it. Transparency is very important (e.g.,
'step 2 of 4').
 Highly visible support options. This is worth mentioning again
in case you missed it earlier. It meansprominently-displayed
telephone numbers, emails, online customer service tools,
delivery tracking, and so on. This is absolutely vital, especially
to first-time customers and non-savvy internet users, who may
have a lingering mistrust of the internet.

13. E-Business Infrastructure
 E-Business Infrastructure is the architecture of
hardware, software, content and data used to deliver
e-business services to employees, customer and
partners.
 Defining an adequate E-business infrastructure is vital
to all companies adopting e-business as it affects
directly the quality of service experienced by users of
the system in terms of speed and responsiveness.
 A key decision with managing this infrastructure is
which elements are located within the company and
which are managed externally as third-party manages
applications, data servers, and networks.

14. E-environment
 All businesses:
 Must comply with same laws and regulations
 Face same set of penalties
 Web businesses: two additional complicating factors
 Web extends reach beyond traditional boundaries
 Subject to more laws more quickly
 Web increases communications speed and
efficiency
 More interactive and complex customer
relationships

15. E-environment
 Web creates network of customers
 Significant levels of interaction (with each other)
 Implications of interaction for Web businesses
 Violating law or breaching ethical standards
 Face rapid and intense reactions from many
customers

16. Supply Chain Management
 Supply chain management (SCM) is the management of a
network of interconnected businesses involved in the
provision of product and service packages required by the
end customers in a supply chain. Supply chain
management spans all movement and storage of raw
materials, work-in-process inventory, and finished goods
from point of origin to point of consumption.

17. E-Marketing
 E-Marketing (electronic marketing) is the moving of
marketing strategies and activities to a computerized,
networked environment such as the Internet. It is the
strategic process of creating, distributing, promoting, and
pricing goods and services to a target market over the
Internet or through wireless digital tools e.g. mobile
phones and pocket PC’s. E-commerce (electronic
commerce or EC) is the buying and selling of these goods
and services on the Internet.

18. Customer Relationship
Management
 Customer relationship management (CRM) is a widely
implemented model for managing a company’s interactions
with customers, clients, and sales prospects. It involves using
technology to organize, automate, and synchronize business
processes—principally sales activities, but also those
for marketing, customer service, and technical support. The
overall goals are to find, attract, and win new clients, service
and retain those the company already has, entice former
clients to return, and reduce the costs of marketing and client
service. Customer relationship management describes a
company-wide business strategy including customer-interface
departments as well as other departments. Measuring and
valuing customer relationships is critical to implementing this
strategy.

19. Change Management
 Change management is an IT service management discipline.
The objective of change management in this context is to
ensure that standardized methods and procedures are used
for efficient and prompt handling of all changes to control IT
infrastructure, in order to minimize the number and impact of
any related incidents upon service. Changes in
the IT infrastructure may arise reactively in response to
problems or externally imposed requirements, e.g. legislative
changes, or proactively from seeking improved efficiency and
effectiveness or to enable or reflect business initiatives, or
from programs, projects or service improvement initiatives.
Change Management can ensure standardized methods,
processes and procedures which are used for all changes,
facilitate efficient and prompt handling of all changes, and
maintain the proper balance between the need for change and
the potential detrimental impact of changes.

20. Analysis and Design
 Understanding processes and information flows to
improve service delivery
 Plant and Ravichandra (2001) said:
“Information is an agent of coordination and control and
sere as a glue that holds together organizations,
franchises, supply chains and distribution channels. Along
with material and other resources flows, information
flows must also be handled effectively in any
organization.”

21. M-Commerce
 Mobile Commerce, or m-Commerce, is about the
explosion of applications and services that are becoming
accessible from Internet-enabled mobile devices. It
involves new technologies, services and business models.
It is quite different from traditional e-Commerce. Mobile
phones impose very different constraints than desktop
computers. But they also open the door to a slew of new
applications and services. They follow you wherever you
go, making it possible to look for a nearby restaurant, stay
in touch with colleagues, or pay for items at a store.

22. Management of Mobile Commerce
Services
 mobile device databases
 billing systems
 text messaging services
 hardware/software design
 mobile payments
 brand recognition
 distribution control
 Web site development and hosting
 Web site performance monitoring
 fulfillment management
 online marketing
 order processing and delivery