1. Business 54 - Introduction to eCommerce Spring 2008 1 C2 - February 13, 2008

2. 2 Class Game Plan C2 - February 13, 2008  Introductions / Students and Faculty.  Course Structure, Syllabus and Course Review.  Recap – What is Electronic Commerce?  The Technology behind the Web.  Web Computing Skills Questionnaire.  Lab Time.

3. 3 C2 - February 13, 2008 Why do we call it eCommerce?  What is eCommerce?  Difference between eCommerce and eBusiness is……  Why isn’t there a T-Commerce or F-Commerce?

4. 4 C2 - February 13, 2008  The union of Buyer Side benefits and Seller side benefits creates a new business paradigm; the truly first ‘new’ one since Ford’s Model T and Mass Production:  The Virtuous Circle. Union of Buy and Sell Side

5. 5 C2 - February 13, 2008  The union of Buyer Side benefits and Seller side benefits creates anew business paradigm; the truly first ‘new’ one since Ford’s Model T and Mass production: Convenience. Information Gathering. Anonymity. Price Comparison- Shopping. Walk Away Ability. Broader Reach. Lower Selling Costs. Supply Chain Management & Expansion. Reduced or (even Virtual) Product inventories. Price Discrimination.

6. 6 C2 - February 13, 2008 Business & Revenue Models Business Models  Business to Consumer.  Business to Business.  Business to Business to Consumer.  Consumer to Business.  Communities.  Exchanges-Marketplaces.  Governmental.  Peer to Peer.  Media. Revenue Models  Banner-Advertising.  Subscription.  Transactional.  ‘Begging’-Donations.  Middlemen.  Taxation.

7. 7 C2 - February 13, 2008 The Internet – a Network of Networks

8. 8 C2 - February 13, 2008 The Internet – a Network of Networks Computer here isp Web site here Isp/hoster

9. 9 C2 - February 13, 2008 The Web Computing Complex The GUI The Data Warehouse(s) The Transaction Engine Back-Office

10. 10 C2 - February 13, 2008 The GUI  Your window to the Web Surfer / Site User.  How your site is judged.  Key Technologies here are: HTML Desktop operating systems Browsers Code Generators  Key Design elements: Font Size Pictures-Graphics (JPEG’s & GIF’s) Language Colors Avatars-Logos Links to offline elements and branding

11. 11 C2 - February 13, 2008 The Transaction Engine  The Processing behind the Screen.  Assumption by the surfers is that it works.  Directly influences whether or not Surfers will return. A secondary, but still important, way that your eCommerce business is judged.  Key Technologies here are: Java C/C++ VB Objects / Structured Programming Interfaces to Legacy COBOL Applications Key Design elements: Server vs. client side objects Speed Accuracy Modularity

12. 12 C2 - February 13, 2008 The Back-Office (ERP-eCRM)  Managing and completing the Revenue Event. Order processing Credit card authorization Customer Service Accounting Commissions  If you have no Back-office, you cannot bill or collect the revenue.  Key technologies here are: Enterprise Resourcing & Planning (ERP) applications o SAP, ORACLE, & PeopleSoft Customer Relationship Management (eCRM) applications oSeibel Sales force automation-efficiency tools oSales Force. Com, SalesLogix Interfaces to other Legacy COBOL Business Applications Key Issues: Cost Getting them to work Links to offline elements and branding

13. 13 C2 - February 13, 2008 The Data Warehouses  Tracking User Behavior and Business Statistics / Drivers Credit card authorization Customer Service Accounting Commissions  Personalization is not possible without large amounts of data.  Cannot manage Web Site traffic and growth without large amounts of data.  Key Technologies here are: Oracle MS SQL Server DB2 Disk software / hardware Key Issues: Size of Data Bases / Scalability Data Base Replication Data Backup / Recovery

14. 14 C2 - February 13, 2008 Dynamic-Remote Assembly  The web embraces and extends the Object Orientation and Programming Model.  Objects = small sets of programming code and data: Lots of special properties Referenceable by name from any location/machine/other program Originatable form any location / machine Assembled by the Browser  Objects can be: Video / Text Objects Banners / Popups Hyperlinks Hot Buttons  Your eCommerce Web Page exists only in Cyberspace (i.e., the memory of the desktop machine): Personalization Browser / OS capabilities / Monitor & machine characteristics Your geography Origin of the content

15. 15 C2 - February 13, 2008 Dynamic-Remote Assembly Banner Text Object 1 Text Object 2 Video Object 1 Popup Hyperlink 1 Video Object 2 Video Object 3 Hyperlink 2 Hyperlink 3 Hot Button

16. 16 C2 - February 13, 2008 The Technical Issues  Choice of platforms.  Religious War between the Microsoft vs. ECOS / Open Source camps: SQL SERVER, VB, WINDOWS NT, C Sharp, COMPAQ EMC, Cisco, Oracle and Sun/Solaris  Availability: ‘True’ 7x24. Fail-Over, not Recovery. Customer Service Reps are still important!  Security and Hacking.  Privacy Protection.  How to manage and distribute Web Site components & content.  To Host or not to Host.

17. 17 C2 - February 13, 2008 Web 2.0 Technologies Ajax-based rich Internet application techniquesAjaxrich Internet application Non-Ajax-based rich Internet application techniquesAjaxrich Internet application CSS Semantically valid XHTML markup and/or the use of MicroformatsXHTMLMicroformats Syndication and aggregation of data in RSS/AtomRSSAtom Clean and meaningful URLsURLs Extensive use of folksonomies (in the form of tags or tagclouds, for example)folksonomiestagstagclouds Weblog publishingWeblog Mashups REST or XML Webservice APIsRESTXMLWebserviceAPIs

18. 18 C2 - February 13, 2008 Questions…… (and maybe some) Answers

19. 19 C2 - February 13, 2008 Questionnaire and Lab Time.