2. 1 Copyright 黄光彩 博士 太世科公司 2002/03/16 From Internet Technology to e-Business 64157 电子商务模式设计与应用 国立中山大学企管所 2002 Spring, Week 2-1

3. 2 Copyright?2002 太世科于 2000 年三月创立，是台湾发展电子商务最具代表之公司 ( 美林 证券报告 ) 太世科股东：中华开发、长荣集团、新光集团、大荣货运等 核心竞争力：知识管理及电子商务顾问服务 太世科产品： IAM 知识管理系统， TRADE360 在线通路管理、电子采 购管理、网络贸易商、电子商务市集等 成功案例：工研院知识管理系统、长荣海运电子文件交换系统、统一 集团在线共购系统、华登医贸网、康那香企业入口网站等 发展策略：结合产业领导厂商加速国内企业 E 化及 K 化程度，增加企业 核心竞争力 太世科于 2000 年三月创立，是台湾发展电子商务最具代表之公司 ( 美林 证券报告 ) 太世科股东：中华开发、长荣集团、新光集团、大荣货运等 核心竞争力：知识管理及电子商务顾问服务 太世科产品： IAM 知识管理系统， TRADE360 在线通路管理、电子采 购管理、网络贸易商、电子商务市集等 成功案例：工研院知识管理系统、长荣海运电子文件交换系统、统一 集团在线共购系统、华登医贸网、康那香企业入口网站等 发展策略：结合产业领导厂商加速国内企业 E 化及 K 化程度，增加企业 核心竞争力 太世科简介

4. 3 Copyright?2002 大纲 What is Internet World? Internet Technology What is Electronic Commerce? Summary

5. 4 Copyright?2002 The Internet World

6. 5 Copyright?2002 The Internet World Internet for Business Connecting Business, Delivery Knowledge

7. 6 Copyright?2002 E-Commerce Frameworks Source: On the Road of Electronic Commerce -- a Business Value Framework, Gaining Competitive Advantage and Some Research Issues, Michael Bloch *, Yves Pigneur ** & Arie Segev, http://www.stern.nyu.edu/%7Embloch/docs/roadtoec/ec.htm#bib3Michael BlochYves PigneurArie Segev,

8. 7 Copyright?2002 Online vs. Internet ? Open versus Closed Architecture Controlled versus Uncontrolled Content Metered versus Flat Pricing Schemes Innovation versus Control

9. 8 Copyright?2002 Internet Architecture

10. 9 Copyright?2002 大纲 What is internet world? Internet Technology What is Electronic Commerce? Summary

11. 10 Copyright?2002 Frameworks What is Telecomm? Chronological development of technology n-tier Distributed Computing Packet Switching Web Process

12. 11 Copyright?2002 What is Telecommunications? Input Information Input Signal Transmitted Signal Received Signal Output Signal Output Information Input Device Input Device Communications Channel Communications Channel Receiver Output Device Output Device Agent Transmitter Source SystemDestination System

13. 12 Copyright?2002 Types of Connections Dialup Terminal or SLIP/PPP Integrated Services Digital Network (ISDN) Leased Lines T1 or T3 Asymmetric Digital Subscriber Line (ADSL) 64k~640kbps 512k~6Mbps

14. 13 Copyright?2002 Chronological development Standalone Mainframe Timesharing, Multiprogramming: Dumb terminal Invention of Minicomputer, then Personal computer: Decentralization, then distributed computing Emergence of n-tier distribution computing model

15. 14 Copyright?2002 Computing Model Three tier computing

16. 15 Copyright?2002 User Side USER POINT - OF - ENTRY COMPUTER / WORKSTATION / LAPTOP USER INTERACTS WITH CLIENT THRU GRAPHICAL USER INTERFACE (GUI) ENTER & RETRIEVE DATA ANALYZE & REPORT *

17. 16 Copyright?2002 Server Side COMPUTER SATISFIES USER’S NEEDS NOT VISIBLE TO USER PROCESSING ACCESS TO DATABASES *

18. 17 Copyright?2002 Networks allow n-tier distribution computing Can distribute functions among machines  Editing data fields  Error checking  Help screens  Calculations  Query processing  TerminalHost  DisplayHost  ClientServer  PCFile server  Stand-alone PC UserServer

19. 18 Copyright?2002 Types Of n-tier Distribution Computing Distributed Presentation Remote Presentation Distributed Logic Remote Data Management Distributed Database *

20. 19 Copyright?2002 Circuit vs. Packet Switching CIRCUIT Continuous Transmission: stream dedicated circuit role and power of the switch PACKET Intermittent Transmission bursty no center store and forward Traceroute (tracert) Ping other network management tools

21. 20 Copyright?2002 The Web Process Main concepts: Bandwidth, Digital vs. Analog Aerial vs. Terrestrial, ISDN, ADSL Synchronous vs. A-Synchronous DOMAIN NAMES Browser URL, IP, DNS, Cache, Log, Firewall, plug-in

22. 21 Copyright?2002 Browsing — 1 There exist a variety of browsers Explorer, Netscape, Mosaic, Lynx, Opera, Offline browsers HTML, and therefore browsers, are not Page Definition Language or systems Looking for dynamic, interactive presentation Hence the role of PDF, Shockwave, Java, DHTML, VRML, SSI, PHP, ASP, CGI, etc.

23. 22 Copyright?2002 Browsing — 2

24. 23 Copyright?2002 Browsing — 3

25. 24 Copyright?2002 Browsing — 4

26. 25 Copyright?2002 Browsing — 5 an IP address is a 32-bit number that identifies each sender or receiver of information that is sent in packets across the Internet.bitpackets The IP address is usually expressed as four decimal numbers, each representing eight bits, separated by periods. This is sometimes known as the dot address and, more technically, as dotted quad notationdot address

27. 26 Copyright?2002 Browsing — 6

28. 27 Copyright?2002 Browsing — 7

29. 28 Copyright?2002 Browsing — 8

30. 29 Copyright?2002 Browsing — 9

31. 30 Copyright?2002 Browsing — 10

32. 31 Copyright?2002 Browsing — 11

33. 32 Copyright?2002 Browsing —12

34. 33 Copyright?2002 Browsing — 13

35. 34 Copyright?2002 Browsing — 14 The cache is often accessible later on. Originally there for speed sake, now makes for a security and privacy nightmare

36. 35 Copyright?2002 Browsing — 15

37. 36 Copyright?2002 大纲 What is Internet World? Internet Technology What is Electronic Commerce? Summary

38. 37 Copyright?2002 What is Electronic Commerce ? Is it electronic mail? Is it electronic data interchange (EDI)? Is it video on demand? Is it home shopping? Is it home banking? Or online personal financial information management? Is it electronic publishing? Is it interactive advertising and marketing? Is it a new methodology that shows how to implement re- engineering and total quality? Answer: ????????

39. 38 Copyright?2002 What is Electronic Commerce? First Definition: (Transaction-Orientation) Ability to perform business transactions on a variety of networks-- Internet, cable TV, wireless, Telcos. Seller : -Digital Data &Documents -Multimedia Content -Programs -Collateral Information Online Transactions Consumer : -Digital Products -Services -Information Payment Flow Information Flow

40. 39 Copyright?2002 What is Electronic Commerce? Second Definition: (Business to Business Transaction-Orientation) Organization : -Purchase Orders -Inventory Info. -Production Schedules -Product Info. -Collateral Information Online Transactions Organization : -Purchase Orders -Inventory Info. -Production Schedules -Product Info. -Collateral Information Settlement Information Flow

41. 40 Copyright?2002 What is Electronic Commerce? Third Definition: (Production-Orientation) The online process of converting digital inputs into value- added outputs Producers: -Digital Data &Documents -Multimedia Content -Collateral Information -Customer Participation Online Production Process Consumers: -Digital Products -Services -Processed order Intermediaries

42. 41 Copyright?2002 Definition of Electronic Commerce Electronic Commerce is any “ interaction ” between an enterprise and a consumer or business partner, that is processed or facilitated electronically, regardless if it is by voice, IVR, fax or online (data). Customers Business Suppliers Marketing Buying/Selling Fulfillment Service

43. 42 Copyright?2002 Three Faces of EC Internet, Intranet and Extranet Internal E-mail Order processing Enterprise communications Employee Handbooks Workflow Automation Procurement (POs) Pricing Info. Marketing documents Product Manuals Product/company Info External e-mail Place order Research Advertising Outbound marketing Catalogs Order Placement Productivity enhancement Revenue Enhancers Order Tracking Order Fulfillment Customer Support Transactions Suppliers

44. 43 Copyright?2002 Moore’s Law Gordon Moore, founder of Intel Every eighteen months, processing power doubles while cost holds constant. Every eighteen months, you can get twice as much power for the same price, or the same power for half the cost Imagine Henry Ford predicting that the internal combustion engine would double its power every year and a half without becoming any more expensive. By now we'd be driving cars that could take us to the moon for lunch. The engines in these vehicles would be?? 劳

45. 44 Copyright?2002 Metcalfe’ Law Founder of 3Com Corporation, Inventor of Ethernet The utility of a network equals the square of the number of users The more people your network the more valuable it becomes More new users increase both utility and speed of adoption If you and I can call only each other, to return to the telephone example, a phone is of little value. But if we can call nearly everyone else in the world, it becomes irresistible.

46. 45 Copyright?2002 Coase’s Law Why do business executives now see technology as their main competitor instead of their chief weapon? Firms are created because the additional cost of organizing and maintaining them is cheaper than the transaction costs involved when individuals conduct business with each other using the market. As transaction costs in the open market approach zero, so does the size of the firm.

47. 46 Copyright?2002 “The Law of Disruption” Bits replacing Atoms. Becoming Digital. Social, political, and economic systems change incrementally, but technology changes exponentially.

48. 47 Copyright?2002 Why companies do E-commerce:  more revenues  lower operating costs  lower capital costs (e.g., branch reduction in banking) Why consumers do e-commerce:  lower prices for existing products  more convenience via new products  better service through self-service Why Electronic Commerce? Don’t think Zero-Sum. Think Win-Win or Complements

49. 48 Copyright?2002 Focus on Revenue: Profit = Revenue - Costs Why are Firms Interested in EC? Create new markets for existing off-line products Create new applications for existing markets Create new products for the online environment Improve the quality of existing products ( e.g., use customer service to attract, serve, and keep customers ) The Web and Internet are the focus here

50. 49 Copyright?2002 Focus on Cost: Profit = Revenue - Costs Why are Firms Interested in EC? Reduce of cost of delivering existing product/services To facilitate easier collaboration and information exchange To improve decision making by standardizing information flow To coordinate business processes or workflows The Web and Intranets are the focus here

51. 50 Copyright?2002 Business Need: How to use cheap global advertising effectively?  New model: Advertiser does not pay! How to target and reach a vast number of customers effectively?  Segment the online audience  Recommendation systems How to interact with the customer effectively?  Are Web forms the best method? How to track and measure customer interaction?  Are “hits” really useful? Create New markets, Distribution, and Sales Channels

52. 51 Copyright?2002 Business Need: New Information-based products  Electronic Newspapers (e.g., udndata.com.tw, ClariNet ),  Online databases (e.g., globalsource, www,asianproducts.com.tw) New Information-based Services  Payment Brokers (e.g., First Virtual),  Food Retailing Brokerages ( e.g., Peapod)  Flower Delivery (e.g., flowerdj.com)  Electronic Publishing (e.g. amazon.com) New industry categories  Edutainment = Entertainment + Education (e.g. Disney Online) … and now: “SHOPTAINMENT”  On-demand Services (e.g., news on demand, knowledge on demand, librarian on demand) Create New Products for the Online Environment

53. 52 Copyright?2002 Business Need: Customer service via Telecom Call Centers is information intensive and very expensive Customer service follows the 20-80 rule, i.e., 20% of customers take 80% of the time Customization and flexibility are making customer service more difficult and challenging Possible solutions: Integrating call-centers with the Web to augment delivery channels  Electronic publishing with database access  Internal call-centers: Automated help-desks staffed by software agents Improve Customer Service and Support

54. 53 Copyright?2002 Business Need: Electronic Data Interchange (Procurement) Outsourcing Marketing & Sales Corporate Communications Team-based Enterprises Customer Service & Support Internet Enabled Process Coordination Financial Management Operations Coordinate Business Processes or Workflows

55. 54 Copyright?2002 Internet Need: Sales Force Automation Problem solving and firefighting Tactical or Competitive Decisions Strategic Goals/Objectives Operational Actions Planning Decisions Database marketing Supply-chain Management Standard Solutions Improve Decision Making in Time-constrained Operations

56. 55 Copyright?2002 大纲 What is Internet World? Internet Technology What is Electronic Commerce? Summary

57. 56 Copyright?2002 Reduce Cost, Improve Service in Order Management Customer Sales and Service History Database Information Database Inventory Systems Order Processing n 800 n Mail COMPLETE THE TRANSACTION (Customer-Defined Access) EMERGING n Fax n On-line The Web/Online Services Delivery Systems n 800 n Mail CURRENT (Company-Defined Access) COMPLETE THE CALL The Paradigm Shift:

58. 57 Copyright?2002 Shared Market Data Virtual Shelf Collaborative Systems Manufacturer Customer Retailer Supplier 800 The Web ENTERPRISE FOCUS PARTNER FOCUS CUSTOMER FOCUS Manufacturer Customer Retailer Supplier Manufacturer Customer Supplier EMERGING NEAR TERM CURRENT 800 Fax On-line The Paradigm Shift: Enterprise Knowledge Portfolios Reduce Time-to-Market in Supply Chain Management

59. 58 Copyright?2002 Making Service is Easy – TeleWeb Center Connect your consumer with an advisor through a TeleWeb Systems Knowledge Exchange. TeleWeb Center connects your consumer to:  The right person – sales, customer service, partner, or other expert  At the right time – real-time, asynchronously, or scheduled  Using the right medium – email, phone, or instant messenger Agent / Advisor Consumer Your Content TeleWeb Knowledge Exchange = Revenue & Loyalty

60. 59 Copyright?2002 The Knowledge Creation & Improvement process architecture & workflow Really Excellent Database Technical Data Marketing Data ERP Data Reference Data Knowledge Portal Web Feedback Knowledge Improvement Knowledge Creation Editor Expert TeleWeb Center CRS

61. 60 Copyright?2002 黄光彩 太世科公司 E-mail: kthuang@taskco.com.tw Tel: 02-8772-2300 x110 Fax: 02-8772-2301 Thank You! 电子商务的领导者TASKCO Connecting Business, Delivery Knowledge