Е-Бизнес Лекция 3

 E-Commerce Business Models  Digital Enterprise  E-Commerce  E-Commerce 2.0

1- 3  Бизнес модел Метод за правене на бизнес, чрез който компанията генерира приходи и се издържа.

1- 4  6 елемента на бизнес модела включват описание на:  Клиентите, които обслужва компанията, предложение за стойност - customers’ value proposition  Всички продукти и услуги, които компанията предлага  Бизнес процесите, които са необходими да се направят продуктите и услугите.  Ресурсите, кои са необходими, достъпни, произведени от компанията или поръчани отвън.  Веригата на доставки, включително доставчиците и другите бизнес партньори  Очакваните приходи, revenue model, разходите, източниците на финансиране, и очакваната доходност – финансовата устойчивост

1- 5  revenue model – модел на приходите Описание как компанията – проектът за Електронна търговия ще спечели приходи  value proposition Ползите за компанията за използване на електронна търговия

1- 6  Основните модели за генериране на приходи включват : ◦ Продажби ◦ Такси за транзакции - Transaction fees ◦ Такси за абонамент - Subscription fees ◦ Такси за реклама - Advertising fees ◦ Съпътстващи такси - Affiliate fees ◦ Други източници на приходи - Other revenue sources

1- 7  Information brokers (informediaries)‏  Bartering  Deep discounting  Membership  Value-chain integrators  Value-chain service providers  Supply chain improvers  Social networks, communities, and blogging  Direct sale by manufacturers  Negotiation  Online direct marketing  Electronic tendering systems.  Name your own price  Find the best price  Affiliate marketing  Viral marketing  Group purchasing  Online auctions  Product and service customization  Electronic marketplaces and exchanges Типични модели за Електронна търговия

1- 8  Ползи за ◦ Организациите ◦ Клиентите ◦ Обществото  Ограничения ◦ Технологични ◦ Не-технологични

1- 9  Цифрофата компания - digital enterprise Нов бизнес модел, който използва ИТ по фундаментален начин за постигането на една от трите цели: достигане и ангажиране на клиентите по-ефективно, повишаване на производителността, подобряване на оперативната ефикасност. Използват се цифровите технологии за подобряване на бизнес процесите.

1- 10  Корпоративен портал- corporate portal Основна входна точка за служителите, бизнес партньорите и публиката могат да влязат в корпоративния уеб сайт.

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 Как да изградим нашия цифров бизнес.  Как да приложим електронната търговия във вашия бизнес?

Тенденции  Нарастващо влияние за електронна търговия  Вътрешен & Международен пазар  Глобализация (независимо дали ни харесва или не!)‏  Internet създава нова икономика: цифрова икономика (e-economy); нови услуги; нови средства за доставки  ICT as an enabler to economic growth (and social development); contributes to GDP growth; productivity gains

Световните разходи за e-commerce се очаква да се покачат с 23%, надхвърлящи $8.75 трилиона през 2009 Worldwide E-Commerce Sales Source: IDC, Worldwide Internet Usage and Commerce Forecast update, April 2007

Фундаментална картина за E- Commerce AwarenessReceiptUsagePurchaseResearch Happy Usage Repeat Unhappy with Research chooses not to buy Unhappy with product, service or delivery PROMOTER DETRACTOR

Клиентите прекарват 34% от тяхното време в интернет- on-line Само 6% от бюджета за маркетинг е за on-line канали Marketing is a $450 billion industry and we are all making decisions with less data and discipline that we apply to $100,000 decision in other aspects of our business Jim Stengel, GMO at Procter & Gamble

Между 1-8% от посетителите на сайт ще си купят нещо Само 30-50% от нещата, които са сложени в кошницата ще бъдат купени Клиентите търсят и купуват online

Как клиентите ще намерят сайта? search engines optimisation, other site to drive traffic target advertising... Как да накараме посетителите да станат клиенти? eliminating barriers, good design of customer experience, security, reassurance... Как да задържим клиентите? post-purchase services, customer engagement, channels... Fundamental Questions:

Advising companies – how to improve their sites Running e-commerce development projects Designing effective on-line marketing Building new better e-commerce stores Designing new interface elements (AJAX)‏ Analyzing and supporting the evolving businesses Designing secure 24/7 hosting Copywriting and taking photographs Where are the jobs?

 Опита на клиента - Customer Experience  Графични и дизайнерски въпроси  Бизнес  Технически въпроси

 Customer Experience ◦ customer journeys ◦ language of the site ◦ complexity of the navigation ◦ does the site make it easy to do business ◦ do they listen to the customers?  Graphical and Design Issues  Business  Technical

 Customer Experience  Graphical and Design Issues ◦ your first impressions ◦ use of space & colour ◦ fit with brand? ◦ sense of time?  Business  Technical

 Customer Experience  Graphical and Design Issues  Business ◦ payments? – try to buy something (VISA )‏ ◦ estimate traffic ( ◦ check the Google rank ◦ regular customers? ◦ failed-to-convert visitors? ◦ look at the competition  Technical

 Customer Experience  Graphical and Design Issues  Business  Technical ◦ technology, standard shopping cart software ◦ search effectiveness ◦ accessibility (legal issue in the UK)‏

 Customer Experience  Graphical and Design Issues  Business  Technical

Make the core pages working harder Provide better decision support Integrate better with the business and payment Optimise for search engines More, richer information Improve customer reassurance Use modern interface techniques (e.g. AJAX)‏ Better sense of personality Common Suggestions

Landing pages? Affiliate schemes? Price comparison sites? Syndicating? Social networking? Blogging? Mashups? and some more modern ideas...

 Where do the customers come from? ◦ Google, ads, other sites, direct URL...  Not all of them are going to buy! ◦ research, collect information...  Where they arrive? ◦ home page, landing pages, product pages, offers...  Customer Journey & Barriers ◦ errors, popups, registration, bad navigation...  Reassurance ◦ security, privacy, delivery...

When they encounter barriers: problems, poor search, confusion, errors When they are not happy with the research price comparison Research on-line & buy off-line Payment, delivery, security... Not happy using your stuff: buy once, never again Why do customers not buy?

Search Engine Optimisation Internet Advertising Other... Customers will not buy if they can’t find you

Create content & services Keyword-rich relevant text Page titles, headlines, META tags Keyword-based design (content & landing pages)‏ Avoid barriers (Flash, tables, frames)‏ Analyse server logs Update your site frequently Search Engine Optimisation

Traditional banners (and popups)‏ Google ad-words, Pay per click Affiliates schemes Widgets/Gadgets, Web Services Internet radio, podcasts RSS Viral Campaigns (YouTube)‏ Internet Advertising

TV, radio, papers Direct mail Outdoor Interactive outdoor Ambient or Guerrilla Marketing More and less traditional...

1. Requiring login to order 2. Complicated checkout 3. Not showing shipping prices upfront 4. Vague or hard to find return/privacy policies 5. Poor product descriptions 6. Lack of filtering & sorting 7. Poor or no search facility 8. Using excess of Flash images 9. Unreachable customer service 10. No contact details

Evaluate an e-commerce site of your choice. To get best results, work in pairs and choose 2 companies in the same product area as a comparison study. Avoid air lines, books, DVD’s, phones, cars, supermarkets – as they are usually rich & good. Some suggestions: cosmetics, perfumes, jewellery, fashion, furniture, plants & gardening, sports accessories

 Бъдещето на Електронната търговия ◦ Web 2.0 The second-generation of Internet-based services that let people collaborate and share information online in perceived new ways—such as social networking sites, wikis, communication tools, and folksonomies 1- 37

Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences. Tim O'Reilly, “Web 2.0: Compact Definition?”Web 2.0: Compact Definition?

 Споделяне - Sharing  Колективна интелигентност - Collective intelligence  Само-обслужване- Self-service  Центрирани около клиента - Customer centricity  Персонализация - Personalization  Препоръки- Recommendation

 Services, not packaged software, with cost-effective scalability  Control over unique, hard-to-recreate data sources that get richer as more people use them  Trusting users as co-developers  Harnessing collective intelligence  Leveraging the long tail through customer self- service  Software above the level of a single device  Lightweight user interfaces, development models, AND business models Source: O’Reilly, T., What is Web 2.0

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1- 43  social networks Web sites that connect people with specified interests by providing free services such as photo presentation, , blogging, etc.  Business-oriented networks are social networks whose primary objective is to facilitate business

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Spread of Broadband ◦ Increasingly ubiquitous connections A generation of “web natives” ◦ Living on the web ◦ Social networking; blogging; instant messenger Create, not just consume Some hard lessons about data ownership ◦ Don’t steal my data; don’t lock me in

Exploit the Long Tail ◦ At internet scale even niche communities are very large ◦ “We sold more books today that we didn't sell at all yesterday, than we sold today of all the books that did sell yesterday.”  Amazon employee quoted on Wikipedia Success of web services ◦ No need to own the user interface. It's your data that they want Users can enrich your data ◦ “Harnessing collective intelligence of users” ◦ Review and Recommend; Social Bookmarking; Folksonomies

The Power of XML ◦ Easier to exchange and process application independent data Agile Engineering ◦ Incrementally developer your product; short release cycles ◦ Continually adapt to user need ◦ “The Perpetual Beta” Maturation of the browser ◦ XHTML, DOM, CSS, Javascript ◦ Browser as platform, not just document viewer

Customer centric Gathering the data demographics behaviour attitude decisions Generating Personas Identifying your most valuable customers Understanding Your Customers

 Customer ◦ Active (e.g., wikipedia) vs. passive (CRM)‏  Process ◦ Flexible on-demand process  Technology ◦ Service-oriented computing, Web 2.0, mobile technology  Product/services ◦ Personalization and customization

 Web-based application is designed in a machine-interoperable form so that different applications are easily integrated on-demand.  Example: ◦ web services for stock analysis ◦ Web services from Amazon.com

ServiceBroker ServiceRequesterServiceProvider Publication(WSDL)‏ Discovery(UDDI)‏ Link(SOAP)‏

 Personalized product  Personalized content  Personalized web page  Personalized transaction process  Personalized services

 Mobile commerce  Location-based commerce  Blog marketing  Target marketing  Information brokering

Forums, FAQ’s, Comments Reviews Blogs & Wikis Lists Behaviour based elements Customers who bought this item also bought Feedback Ratings Social Tools

Open Source Web Services Mashups Additional Impact

Loyalty: beyond collecting the points reward – experience – brand Word of Mouth: beyond the ‘tell a friend’ social tools – widgets – social space Cross Selling: beyond the recommended purchase other items in the same category – customers who bought this also bought... – quick adds – looks good with... – complete the look – bundles – recently viewed – recommended for you – customer rated matches building a long-term relationship with the customer

Personalisation User Innovation Quality Search Rich Application Interface Ethical and Green Customer Experience Management (continued)‏

On-line store High street store Call centre By mail Mobile commerce In-store kiosk One customer, one seller, multiple channels

Pricing Promotions Order fulfilment Returns Real time delivery checking Channel interaction

CSS Content with Style

RSS : Content Syndication

Web Services: Open Data

Publish Data Not Pages ◦ Remember: its your data that they want, not your user interface ◦ RSS feeds are web services, too “Mashups” ◦ Remix Data to Create New Applications 184 Web services listed on ProgrammableWeb.com ◦ Photo sharing; calendars; messaging; blogging ◦ File storage; ecommerce; advertising; search

MAP API EVENTS API IMAGE API

 No one predicted the “dot-com” bust  No one predicted Web 2.0  Is it a lesson from the past that the future of the Web is unpredictable?

Human Communities Machines, devices, computers Facilitates Human-to- Human interaction Facilitates Software-to- Software interaction Facilitates Machine-to- Machine interaction Applications, services, agents

“The semantic wave embraces four stages of internet growth: Web 1.0, was about connecting information... Web 2.0 is about connecting people. Web 3.0, is starting now… and it is about … connecting knowledge… Web 4.0 will come later … and it is about connecting intelligences in a ubiquitous web where both people and things can reason and communicate together.” [“Semantic Wave 2008”, Mills Davis ] “Semantic Wave” (Web X.0)‏ We may add here: Web 5.0 will come finally and it is about connecting models in a “Global Understanding Environment” (GUN), which will be such proactive, self- managed evolutionary Semantic Web of Things, People and Abstractions where all kinds of entities can understand, interact, serve, develop and learn from each other. [Vagan Terziyan]

79  Fresh, useful data is the core  The ability for other parties to manipulate that data  “Living” applications that can be easily adapted  Harnessing the collective experience  “The Web as a platform,” independent of user platform  Primary focus of participation, rather than publishing  Trusting of users to provide reliable content

 Information has “machine processable” and “machine-understandable” semantics  Can be built upon the framework of the existing Web technology  Ontologies are the basic building block of a semantic Web

WWW URI, HTML, HTTP Bringing the computer back as a device for computation Semantic Web RDF, RDF(S), OWL Dynamic Web Services UDDI, WSDL, SOAP Static

WWW URI, HTML, HTTP Bringing the Web to its full potential Semantic Web RDF, RDF(S), OWL Dynamic Web Services UDDI, WSDL, SOAP Static Semantic Web Services

 Modern e-commerce is much beyond a digital catalogue with web based front  Web 2.0 is: ◦ User generated content ◦ User participation and engagement ◦ Service oriented design & new interfaces ◦ Openness and transparency ◦ Decision support ◦ Social computing ◦ Building a reputation

Web 2.0 hard to define, but very far from just hype ◦ Culmination of a number of web trends Importance of Open Data ◦ Allows communities to assemble unique tailored applications Importance of Users ◦ Seek and create network effects Browser as Application Platform ◦ Huge potential for new kinds of web applications