1. lisanti@mit.edu Portals: the buzzword of 1999

2. lisanti@mit.edu Portals What are they? –Mega-portal (AOL, Yahoo, Netscape) –Enterprise portals –Special-interest portals (vortal) Benefits Risks Definition

3. lisanti@mit.edu “Our” enterprise portal

4. lisanti@mit.edu “Your” enterprise portal Audience self-selects by type

5. lisanti@mit.edu Search engine mega-portal more than bookmarks 25 million unknown customers permission to communicate regularly click through, sale of customer data

6. lisanti@mit.edu Go.com Add disney and infoseek, get info squeak

7. lisanti@mit.edu Mega-portal: MSN

8. lisanti@mit.edu “My” portal Usually enabled by cookie technology To change layout I was told to use MS Explorer!

9. lisanti@mit.edu Mega Portals / Brands Expectation of e-commerce where eyeballs = wallets A recognizable brand is a beacon in internet geography Sites with highest traffic establish the strongest brand name Consumer brands join internet brands

10. lisanti@mit.edu Benefits of “my” portal Daily content in one location Easier login (goal) Navigational value E-commerce linkage may facilitate workflow the model has changed from being the reference librarian on the internet toinformation management, or being an interactive work center

11. lisanti@mit.edu Information Management the model has changed from being the reference librarian on the internet, to: –information management –interactive work center

12. lisanti@mit.edu

13. Includes “agents”

14. lisanti@mit.edu Special interest - students Student “aggregator” portals Vendor portals –Blackboard.com –I-drive –Campus Pipeline University portals Niche audience community content models Sabre is extending travel mgmt into Peoplesoft; Campus Pipeline vortal for colleges with book, auctions, registration, email Amazon, dell, etoys, schwab, fedex, ups

15. lisanti@mit.edu Course Site (blackboard.com)

16. lisanti@mit.edu Harvard B-School http://www.hbs.edu –courses –assignments (cases) –class seating chart –links to excel, videos, etc

17. lisanti@mit.edu Harvard FAS my.harvard.edu

18. lisanti@mit.edu My MIT

19. lisanti@mit.edu Our green

20. lisanti@mit.edu Semantic confusion - new services as “portal” Avoid “laundry” lists –Academic Services –Course Resources: syllabi, access to teacher’s online office hours, eConferencing, discussion forums and student/teacher homepages –Campus auctions, event calendars, student communities, and post/find it tools (rideshare, roommates, tutors, etc). –Research Center –Career Center –Web Shopping (discounts on Travel, Computers, Books, Clothing, Music, Events )

21. lisanti@mit.edu A successful portal Recognizes the user Displays dynamic content Facilitates Workflow –single login to disparate services –moves the customer through business processes Has customizable views and tools Is clear about its scope

22. lisanti@mit.edu The new AOL Search service blends matching content from within AOL and from across the web into one results screen. The external version that will be accessible via the web won't list content only available to AOL members. Relationships Build community or balkanize? –my.mit, my.sloan, my.physics –Peoplesoft uses “roles” concept Cognitive maps Beware of false categories –internal vs external, marketing/service –referrals require a common language

23. lisanti@mit.edu “Our” UCLA

24. lisanti@mit.edu My UCLA

25. lisanti@mit.edu Build, buy, or barter? Internet desktop –“free” email and rhetorical tools, calendar (anyday.com) –I-drive file sharing service Open systems / open API Acceptable authentication & security needs to be in place

26. lisanti@mit.edu StudentU.com

27. lisanti@mit.edu Space or software tools

28. lisanti@mit.edu Idrive (not perfect) 25 MB Personal and shared file storage on the web synchronizes local and internet file space saves web pages will cobrand

29. lisanti@mit.edu I/T management risks Pressure to develop a portal without a pragmatic web strategy Increased complexity in security, privacy, administration, and service Expensive to integrate legacy apps Expensive to manage vendors

30. lisanti@mit.edu E-commerce “Keep out e-commerce” is a red herring The devil is in the details - manage the contracts Guidelines for linking, sponsorship, and ads Barnes & nobles runs some college bookstores Sherlock, in OS8, searches Internet from HD extended to do online shopping if you search for moon landing, you’ll also get apollo- related merchandise from ebay and amazon

31. lisanti@mit.edu Define “acceptable” ads Logo “postage stamps” from www.redherring.com

32. lisanti@mit.edu Affiliates guidelines Search boxes that pay

33. lisanti@mit.edu Privacy Whose customer? –A school, department, or university? Privacy policies –can we trust 3rd party companies as data guardians Portable profiles, possibly customer-managed? Yahoo has a universal shopping basket

34. lisanti@mit.edu Suzana Lisanti: travel - travel.com net perceptions (collab filt) search boxes that pay Suzana Lisanti: travel - travel.com net perceptions (collab filt) search boxes that pay Future Brand awareness (university.com) Browsers act like search engines –internet key words, destinations –hidden deals for placement Portable profiles Micro payment systems Full disclosure

35. lisanti@mit.edu Risks: identity Whose customer? –A department, school, or university? –3rd party companies as data guardians –Who garners the commission? Brand –university.com –brand.university

36. lisanti@mit.edu Someday Portals will seem really “flat.” What’s coming is more interaction with the human being on the other side of the screen.

37. lisanti@mit.edu the next phase

38. lisanti@mit.edu A real person behind the screen

39. lisanti@mit.edu The tool shot over the net

40. lisanti@mit.edu