This document provides an overview of an introduction to e-commerce course. It outlines the course objectives, assignments, and schedule. The instructor, Nicholas Davis, is introduced. Key topics that will be covered include differentiating e-commerce and e-business, applying business concepts to an e-commerce strategy, and discussing trends in internet technology and their impact on e-commerce. Students will complete individual and group assignments on topics like types of e-commerce, case studies, and analyzing an e-commerce function.

1. Management 265
Introduction to E-Commerce
Nicholas A. Davis
Session One
06/02/2010

2. Course Objectives
• Differentiate e-commerce from e-business
• Discuss history of, and developments in e-
commerce
• Apply business concepts and strategies to
an e-commerce strategy
• Explain the major business models across
the various types of e-commerce
• Discuss trends in Internet technology

3. Who Is This Person?
• Nicholas Davis - Instructor
• MBA, Information Systems
• Motorola, Berbee,
Rayovac, American Family
Insurance, University of
Wisconsin-Madison
• Cryptography, Digital
Identity, Security
• Teaching experience –
UW-Madison, MATC,
Cardinal Stritch
• Member FBI Infragard
• Favorite fruit = oranges

4. Snickers
• A candy bar made by Mars,
Incorporated. It consists of peanut
nougat topped with roasted peanuts
and caramel covered with milk
chocolate.
• Snickers is the best selling chocolate
bar of all time and has annual global
sales of 2 billion dollars
• Was named after the Mars family's
favorite horse.

5. Student Introductions
• Your name
• Your professional
background
• Something unique about
yourself
• Why you chose this class
• What you hope to learn
• What your favorite fruit is

6. Course Requirements
• Participation 10% (individual)
• Types of e-commerce paper 10% (individual)
• Case study analysis 10% (individual)
• Ethical implications paper 20% (individual)
• ISP analysis 10% (team)
• Case study analysis 10% (team)
• E-commerce function paper 20% (team)
• E-commerce function presentation 10% (team)
• Total = 100%

7. Assignments Due Today
• Read Chapters 1-3 in
the textbook
• Skim chapters 9-12 in
the textbook
• Submit paper on types
of e-commerce
• Discuss article about a
company’s innovative
use of e-commerce

8. Your Experience With
E-Commerce
• What are your
personal and
professional
experiences with e-
commerce?
• Do you shop online?
Why or why not?
• Does your company
conduct Internet
sales? If so, what
types? B2B, B2C

9. Class Exercise
• Split up into teams
• Make a list of the ways in which you
believe e-commerce has changed over the
course of the past 10 years (10 minutes)
• Step up to the front of the class, go over
your lists
• What do these changes mean for the
consumer and the business?
• Put your changes on a timeline, discuss
the changes and effects of these changes

10. E-Commerce vs. E-Business
• E-commerce and E-business are not the
same.
• E-commerce relates to the process of
selling goods and services online
• E-business relates to using the Internet
and other online technologies to increase
operating efficiencies
• E-commerce is externally facing, while e-
business can be both internally and
externally facing

11. Benefits of E-commerce
• Expands markets from local to global
• Reduces costs with telecommunications and
physical maintenance
• Minimizes resources used for storing physical
receipts
• Instant product updates, including descriptions
and pricing
• 24-hour store visibility to anyone with an Internet
connection
• Search utilities far surpasses the speed used to
find products through catalogs
• Encourages competition between small and large
online retailers

12. Limitations of E-Commerce
• Credit Card security is a serious issue if vulnerable
• Costs involved with bandwidth and other computer and
server costs
• Extensive database and technical knowledge and
experience required
• Customer apprehension about online Credit Card orders
• Constantly changing technology may leave slow
businesses behind
• Some customers need instant gratification, and shipment
times interrupt that
• Search utilities far surpasses the speed used to find
products through catalogs
• Encourages competition between small and large online
retailers

13. Unique Features of
E-Commerce
• Ubiquity
• Global reach
• Universal standards
• Richness
• Interactivity
• Information density
• Personalization/Customization
• Social technology

14. Class Exercise
• Identify the factors
influencing the evolution
of e-commerce, as
outlined in the textbook
• Hint, think about
Innovation, Consolidation,
Re-invention

15. E-Commerce Trivia
• 1990: Tim Berners-
Lee writes the first
web browser,
WorldWideWeb, using
a NeXT computer.

16. E-Commerce Enabling
Technologies
• The history of the Internet
• The key technologies
enabling the Internet
• Future directions of the
Internet
• The relationship between
technology advances and
e-commerce evolution

17. A Brief History of the
Internet - handout

18. The Internet is Made of
Three Parts

19. Future Directions of
Technology
• Mobile, always on, more push,
less pull
• Smart and environmentally
aware appliances
• Increased throughput
• Standardized authentication,
authorization, access and
payment systems
• Behavioral customization
• The end of network anonymity
• What does this mean for e-
commerce evolution?

20. Class Activity
• Divide into two groups
• Develop a timeline for the Internet
• Which elements of the Internet revolution
have impacted the e-commerce revolution
and vice versa?
• Discuss any differences between the two
teams interpretations. Each team will then
explain their reasoning

21. E-Commerce Articles
• Come to the front of the classroom
• Take a couple of minutes to:
• Give a summary of the article to the class
• How is the company in the article using e-
commerce in an innovative fashion?
• Describe why you chose that article and
what you found most interesting in the
article
• Answer any questions the class may have

22. E-Commerce Innovations
• Video solutions
• Customer service
• Real world guided selling
• Multi store retailing
• User interface design
• Navigation tools
• Effective merchandising
• Social shopping
• Customer loyalty

23. B2C Business Models Class
Exercise - Portal
• Portal
• Offers an integrated
package of content and
content search, services,
news, email, chat, video
streaming, calendars, etc.
Seeks to be the user’s
home base
• Examples are:
• Yahoo, AOL, MSN, Bing,
Google
• In the future, maybe
mystritch.edu ???

24. B2C Business Models Class
Exercise – Content Provider
• Content provider
• Information and entertainment
providers, such as newspapers,
sports sites and other online
sources that offer customers up
to date news and special
interest “how to” guidance and
tips and/or information sales
• Some examples are:
• WSJ.com, cnn.com, espn.com,
Rhapsody, iTunes, Youtube

25. B2C Business Models Class
Exercise – Transaction Broker
• Transaction Broker
• Processors of online sales
transactions, such as
stockbrokers and travel agents,
that increase customers’
productivity by helping them get
things done faster and more
cheaply
• Examples:
• E-Trade, Expedia, Monster,
Travelocity, Hotels.com, Orbitz

26. B2C Business Models Class
Exercise – Market Creator
• Market Creator
• Web based business
that uses Internet
technology to create
markets which bring
buyers and sellers
together
• Examples:
• Ebay, Priceline

27. B2C Business Models Class
Exercise – Service Provider
• Service provider
• Companies that make
money by selling
users a service, rather
than a product
• Examples:
• Carbonite, Mosi,
Xdrive, 1.FM

28. B2C Business Models Class
Exercise – Community Provider
• Community provider
• Sites where individuals with
particular interests, hobbies,
common experiences, or
social networks, where
people can come together
and “meet” online
• Examples:
• Friendster, iVillage,
Myspace, Facebook

29. Class Exercise
• Pick one on these models
• Describe:
• The model’s history
• Some examples of the model
• The benefits and challenges of the model
• Try to include visuals in your presentation

30. Business Concepts and
Strategies Discussion
• How can you relate the following business
concepts and strategies to e-commerce?
• Marketing and sales
• Inventory management
• Logistics
• Accounting
• Loss prevention
• Other?

31. Questions and Discussion of
Today’s Class
• Was everything clear?
• What did you like?
• What didn’t you like?
• On a scale of 1-10, how would you rate the
class so far?
• Remember, next time, read chapters 4 and
5 in the textbook, submit the case study
analysis, discuss article you select which is
related to leading edge e-commerce
technology and what impact it will have

32. Project Teams
• Form two teams
• Determine when and
where you will meet
for your weekly
meetings
• Identify three potential
companies for e-
commerce function
paper and
presentation

33. Additional Concerns