Elias M. Awad Third Edition ELECTRONIC COMMERCE From Vision to Fulfillment 6-1© 2007 Prentice-Hall, Inc ELC 200 Day 11

6-2 © 2007 Prentice-Hall, Inc Agenda Questions from last class? Assignment 3 Corrected –4 A’s, 7 B’s, 2 C’s, 2 D’s, 3 F’s and 1 MIA Assignment 4 will be posted by next class –Building your web site Quiz 2 will be on March 8 (next Class) –Chapter’s 4, 5, 6 –20 4 Points each –4 short 5 Points each –1 extra credit question for 5 Points –50 mins, Open Book, Open Notes Possible Extra Credit questions –Where’s my name? –1 st dot com IPO –Who’s this guy? >>> Finish Discussion on Mobile Commerce Begin Discussion on Building ePresence

6-3 © 2007 Prentice-Hall, Inc Wireless Security Concerns Transmitted message must be protected all the way to its destination host Host system must verify or authenticate the user Wired Equivalent Privacy (WEP) is part of Wi-Fi security mechanism that makes it possible to encrypt messages before heading for their destination –Uses a secret key to encrypt messages –40-bit key is standard but vulnerable –Even the latest 128-bit key is not fully secure

6-4 © 2007 Prentice-Hall, Inc Wireless Application Protocol (WAP) Basis for the mobile Internet Universal standard for positive wireless Internet implementation Adds an Internet protocol layer to the cellular network

6-5 © 2007 Prentice-Hall, Inc WAP Limitations Small keypad and without a mouse Devices have limited memory Reliability uncertain A period of high latency or delays before making the connections Security issues Legal Issues

6-6 © 2007 Prentice-Hall, Inc Schematic of the WAP Model

6-7 © 2007 Prentice-Hall, Inc WAP Protocol Stack Wireless Application Environment (WAE) WAP element that establishes an interoperable environment to allow operators and service providers to build applications and services for a large variety of wireless platforms. Wireless Session Protocol (WSP) WAP element that decides whether a network and a device will communicate back and forth or whether data will be transmitted straight from a network to the device. Wireless Transaction Protocol (WTP) WAP layer that ensures that data flow from one location to another efficiently based on a request/reply paradigm Wireless Transport Layer Security (WTLS) WAP element that gives security to the system via encryption, data integrity verification, and authentication between the user and the server Wireless Datagram Protocol (WDP) WAP feature that confirms easy adaptation to the WAP technology Network Carrier Method (NCM) A technology that a wireless provider uses

6-8 © 2007 Prentice-Hall, Inc Mobile Payments Framework and Examples

6-9 © 2007 Prentice-Hall, Inc Examples of M-payment EZ-pass toll system Master Card PayPass PayPal Mobile – bin/webscr?cmd=xpt/cps/mobile/MobileOvervie w-outsidehttps:// bin/webscr?cmd=xpt/cps/mobile/MobileOvervie w-outside More info –

6-10 © 2007 Prentice-Hall, Inc Managerial Issues Evaluate corporate needs Evaluate the wireless needs Send out a request for proposal (RFP) Request a demo of the proposed wireless system Install and test the wireless system Train employees Provide ongoing maintenance Most important element is the human staff Best practice to reduce costs is to standardize wireless devices

6-11 © 2007 Prentice-Hall, Inc Trust Issues Customers have an inherent resistance to sharing personal or private information with technology Trust is a psychological state involving confident positive expectation about another person’s motive with respect to a given exchange or a relationship entailing risk Gaining customer trust in m-commerce can be a daunting process To enhance trust in mobile commerce, security must be designed into the entire mobile system –Enhancing customer familiarity with the company –Building a reputation that suggests certainty and less risk –Providing attractive rewards to attract potential customers –Maintaining company integrity –Strengthening security controls –Use external auditing

6-12 © 2007 Prentice-Hall, Inc Implications for Management M-commerce is long on technologies but short on standards M-commerce opens doors to new ways of doing business M-commerce will dominate areas where they have time-based and location-based value Consider cultural and location-based issues Prepare the company to offer mobile services that will be strategically advantageous to the business Experiment with the new m-technology and view the whole effort as an investment in tomorrow’s way of doing business

6-13 © 2007 Prentice-Hall, Inc Chapter Summary M-commerce is the transmission of user data without wires The wireless Web is a technological frontier, open and growing The main benefits are convenience, flexibility, and efficiency with anytime, anywhere access Wireless limitations address distance, speed, and security factors Four critical success factors need to be monitored: mobility, personalization, global standardization, and customer profiling

6-14 © 2007 Prentice-Hall, Inc Chapter Summary (Cont’d) Bluetooth is a universal, low-cost wireless technology designed for short-range radio hookup for wireless connections among computers, scanners, and printers Key layers of Bluetooth are the radio layer, baseband layer, and link manager protocol The transmitted message must be protected all the way to its destination, and the host system must verify or authenticate the user it is communicating with 2G digital cellular technology expedites vehicles in motion

6-15 © 2007 Prentice-Hall, Inc Chapter Summary (Cont’d) A cell site contains a radio transceiver and a base station controller Cell sites coordinate the hand off as you move from one cell to another The most common standard for wireless networking is the WLAN To consider WLAN technology, you must consider range and coverage, throughput, security and integrity, cost and stability, and standardization Most WAP benefits are reflected in wireless applications

6-16 © 2007 Prentice-Hall, Inc Chapter Summary (Cont’d) WAP has the limitations of low-power CPU, small screens with questionable clarity, limited device memory, small keypads and no mouse, questionable connections for reliability, and high latency Companies are beginning to consider the liability issues, as well as managerial issues

Elias M. Awad Third Edition ELECTRONIC COMMERCE From Vision to Fulfillment 6-17© 2007 Prentice-Hall, Inc BUILDING E-PRESENCE

6-18 © 2007 Prentice-Hall, Inc The focus of this chapter is on several learning objectives The main functions of a Web site The steps taken to build a Web site The importance of planning a Web site Factors in Web site structure Web design criteria What to consider before hiring a Web designer

6-19 © 2007 Prentice-Hall, Inc

6-20 © 2007 Prentice-Hall, Inc What Does a Web Site Do? Web site is a virtual storefront The customers are cyber-customers Emphasis is on –Need –Efficiency –Good response time –Availability of procedures that expedite a sale A Web site is basically a series of pages with links to other pages or other sites

6-21 © 2007 Prentice-Hall, Inc Key Components of a Web Site Homepage is the first page of a site that appears when one visits a URL address. –This is like the window facing the street Web page is a carrier of information reached by clicking a button on a homepage –Interior of the store Link is a connector that makes it possible to go to another Web page on the site or on the Internet, or go back to the homepage –Aisles in the store Banner is a graphic display on a Web page, usually used for advertising –Posters in a a store

6-22 © 2007 Prentice-Hall, Inc Web Site Benefits 1.Reach millions of customers quickly and reliably 2.Establish a presence in cyberspace 3.Leverage advertising costs 4.Reduce the cost of serving customers 5.Promote public relations 6.Reach international markets and customers 7.Test-market new product or services

6-23 © 2007 Prentice-Hall, Inc Site Building Life Cycle

6-24 © 2007 Prentice-Hall, Inc Objectives of a Customized Web Site Speed up the interactive process Reduce human intervention to a minimum Save time Make buying and selling through the site cost- effective

6-25 © 2007 Prentice-Hall, Inc Planning Stage Provide for quick application development and deployment Define site’s goals –Determine who will be involved in defining the goals –Determine if there is time or a need for formal definition Decide on the site’s mission Who is the intended audience? Why will people want to visit the stage?

6-26 © 2007 Prentice-Hall, Inc Define the Audience and the Competition Determining your audience, their goals and objectives Generate a list of intended audiences Identify what prospective customers want Goal is to enhance site visitors’ experience –Escorting them quickly to the merchandise –Speed and responsiveness are crucial –The seven-second rule See how well the site matches users’ needs Competitive analysis

6-27 © 2007 Prentice-Hall, Inc Build Site Content What the site will contain Content inventory is a list of the company activities (contents) that make up the Web site Determine the order of priority of each function or department The designer needs to determine the feasibility of each function Content and functional requirements

6-28 © 2007 Prentice-Hall, Inc Define the Site Structure Site structure is an organized layout of a merchant’s departments or functions that becomes the basis for the Web site –Easy site navigation –Well-laid-out pages and templates –The structure that holds the entire site together

6-29 © 2007 Prentice-Hall, Inc Architectural Blueprints of Site Contents

6-30 © 2007 Prentice-Hall, Inc Develop the Visual Design Find main goal, attracting and retaining visitors Use a layout grid to show how well the elements fit together Branding company’s logo on each page Content is the critical part of a page Establish look and feel of the site via page mock-ups Personalization –Tracking the user’s behavior –Cookies are bits of code that sit in a user’s browser memory and identify the visitor to the Web site

6-31 © 2007 Prentice-Hall, Inc Design Languages Hypertext Markup Language (HTML) –Text-based –Standards Java is another popular language for designing Multimedia-enriched content –Macromedia Flash and Shockwave –Extensible Markup Language (XML) –Vector Markup Language (VML)

6-32 © 2007 Prentice-Hall, Inc Constructing Your Web Site Storefront Building Service Web-Hosting Service –Web host representative meets with you and explains the aspects of Web design –The web host begins to collect content from you to build a custom Web site –Once the website passes the test, the firm begins to write the keywords and metatags and submits the Web site to leading search engines, Web directories, and industry sites –A reputable web host also supports maintenance and future enhancements in a yearly contract or a long term agreement Do It Yourself

6-33 © 2007 Prentice-Hall, Inc Web Navigation Design Creating user profiles –Customer profile is a brief study of the type of person who might visit your Web site Using scenarios –Scenario is a situation that helps you view the navigation process and the site as a point of entry What about cultural differences? Design a user-friendly site Design guidelines

6-34 © 2007 Prentice-Hall, Inc Design Criteria Appearance and quality design –Quality assurance (QA) is a process used to check the readiness of a site before it is loaded on the Web –Style guide is a template designed to measure the materials used to build the Web site Public exposure Viewability and Resolution Consistency Scalability Security Performance Navigation and interactivity

6-35 © 2007 Prentice-Hall, Inc Hiring a Web Designer Do it yourself? The budget What to look for in a site developer

6-36 © 2007 Prentice-Hall, Inc Why Web Site Projects Fail? Unrealistic deadlines Incompetent or inadequate staffing Poor quality design Changing requirements of the client Filling Web positions

6-37 © 2007 Prentice-Hall, Inc ADA Is Here! ADA requires companies to adjust their physical environment to accommodate people with disabilities Public support for ADA is increasing everywhere Public pressure is mounting to bring people with handicaps and senior citizens into the world of the Internet Make sure the Web site is ADA-compliant

6-38 © 2007 Prentice-Hall, Inc Chapter Summary Deciding how to design the site, what to include in it, how to organize content, and what security measures to incorporate are the most critical aspects of building an e-commerce infrastructure Benefits of building a Web site Steps in building a Web site Defining the audience includes knowing who the users are as well as their goals and objectives The focus of defining a site structure Ways to build a Web site Design criteria ADA-compliance