CHAPTER 3

E-BUSINESS
McGraw-Hill/Irwin

Copyright 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.

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Chapter Three Overview

SECTION 3.1 - BUSINESS AND THE INTERNET

Disruptive Technology
Evolution of the Internet
Accessing Internet Information
Providing Internet Information

SECTION 3.2 - E-BUSINESS

E-Business Basics
E-Business Models
Organizational Strategies for E-Business
Measuring E-Business Success
E-Business Benefits and Challenges
New Trends in E-Business: E-Government and M-Commerce

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SECTION 3.1

BUSINESS AND THE

INTERNET

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LEARNING OUTCOMES
1. Compare disruptive and sustaining
technologies
2. Explain how the Internet caused
disruption among businesses
3. Define the relationship between the
Internet and the World Wide Web

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LEARNING OUTCOMES
4. Describe the different methods an
organization can use to access
information
5. Compare the three different types of
service providers

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DISRUPTIVE TECHNOLOGY
How can a company like Polaroid go
bankrupt?
Digital Darwinism implies that
organizations which cannot adapt to the
new demands placed on them for
surviving in the information age are
doomed to extinction

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Disruptive versus Sustaining Technology

What do steamboats, transistor

radios, and Intels 8088 processor all
have in common?
Disruptive technology a new way of doing
things that initially does not meet the needs
of existing customers
Sustaining technology produces an
improved product customers are eager to buy

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Disruptive versus Sustaining Technology

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Disruptive versus Sustaining Technology

Innovators Dilemma - discusses how

established companies can take
advantage of disruptive technologies
without hindering existing relationships
with customers, partners, and
stakeholders

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Disruptive versus Sustaining Technology

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The Internet Business Disruption

One of the biggest forces changing business is
the Internet
Organizations must be able to transform as
markets, economic environments, and
technologies change
Focusing on the unexpected allows an
organization to capitalize on the opportunity for
new business growth from a disruptive
technology

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The Internet Business Disruption

Estimates predict more than 3 billion Internet users by 2010

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The Internet Business Disruption

The Internet has had an impact on almost
every industry including:

Travel
Entertainment
Electronics
Financial services
Retail
Automobiles
Education and training

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EVOLUTION OF THE INTERNET

The Internet began as an emergency military
communications system operated by the
Department of Defense
Gradually the Internet moved from a military
pipeline to a communication tool for scientists to
businesses
Internet computer networks that pass information
from one to another using common computer
protocols
Protocol standards that specify the format of data
as well as the rules to be followed during
transmission

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Evolution of the World Wide Web

World Wide Web (WWW) a global
hypertext system that uses the Internet as
its transport mechanism
Hypertext transfer protocol (HTTP)
the Internet standard that supports the
exchange of information on the WWW

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Evolution of the World Wide Web

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Evolution of the World Wide Web

The Internets impact on information
Easy to compile
Increased richness
Increased reach
Improved content

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Evolution of the World Wide Web

File formats offered over the WWW

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Evolution of the World Wide Web

The Internet makes it possible to perform
business in ways not previously
imaginable
It can also cause a digital divide
Digital divide when those with access to
technology have great advantages over those
without access to technology

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ACCESSING INTERNET INFORMATION

Four tools for accessing Internet information

1. Intranet internalized portion of the
Internet, protected from outside access, for
employees
2. Extranet an intranet that is available to
strategic allies
3. Portal Web site that offers a broad array
of resources and services
4. Kiosk publicly accessible computer
system that allows interactive information
browsing

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PROVIDING INTERNET INFORMATION

Three common forms of service providers

1. Internet service provider (ISP) provides
individuals and other companies access to the
Internet
2. Online service provider (OSP) offers an
extensive array of unique Web services
3. Application service provider (ASP) offers
access over the Internet to systems and related
services that would otherwise have to be located in
organizational computers

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PROVIDING INTERNET INFORMATION

Common ISP services include:
Web hosting
Hard-disk storage space
Availability
Support

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PROVIDING INTERNET INFORMATION

Wireless Internet service provider (WISP)

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PROVIDING INTERNET INFORMATION

ISPs, OSPs, and ASPs use service level
agreements (SLA) which define the
specific responsibilities of the service
provider and set the customer
expectations
Review Figure 3.10 for a listing of the top
ISPs, OSPs, and ASPs

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OPENING CASE QUESTIONS

Amazon
1. How has Amazon used technology to revamp the
bookselling industry?
2. Is Amazon using disruptive or sustaining
technology to run its business?
3. How is Amazon using intranets and extranets to
run its business?
4. How could Amazon use kiosks to improve its
business?

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SECTION 3.2

E-BUSINESS

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LEARNING OUTCOMES
6. Compare the four types of e-business models
7. Describe how an organizations marketing,
sales, accounting, and customer service
departments can use e-business to increase
revenues or reduce costs
8. Explain why an organization would use metrics
to determine a Web sites success

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LEARNING OUTCOMES
9. Describe e-business along with its
benefits and challenges
10. Define m-commerce and explain how an
e-government could use it to increase its
efficiency and effectiveness

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E-BUSINESS BASICS
How do e-commerce and e-business
differ?
E-commerce the buying and selling of
goods and services over the Internet
E-business the conducting of business on
the Internet including, not only buying and
selling, but also serving customers and
collaborating with business partners

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E-BUSINESS BASICS
Industries Using E-Business

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E-BUSINESS MODELS
E-business model an approach to
conducting electronic business on the
Internet

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E-BUSINESS MODELS

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E-BUSINESS MODELS

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Business-to-Business (B2B)
Electronic
marketplace (emarketplace)
interactive business
communities
providing a central
market where
multiple buyers and
sellers can engage
in e-business
activities

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Business-to-Consumer (B2C)
Common B2C e-business models include:
e-shop a version of a retail store where customers
can shop any time without leaving their home
e-mall consists of a number of e-shops; it serves
as a gateway through which a visitor can access
other e-shops

Business types include:

Brick-and-mortar business
Pure-play business
Click-and-mortar business

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Consumer-to-Business (C2B)
Priceline.com is an example of a C2B ebusiness model
The demand for C2B e-business will
increase over the next few years due to
customers desire for greater convenience
and lower prices

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Consumer-to-Consumer (C2C)
Online auctions
Electronic auction (e-auction) - Sellers and
buyers solicit consecutive bids from each
other and prices are determined dynamically
Forward auction - Sellers use as a selling
channel to many buyers and the highest bid
wins
Reverse auction - Buyers use to purchase a
product or service, selecting the seller with
the lowest bid

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Consumer-to-Consumer (C2C)
C2C Communities
Communities of interest - People interact with each
other on specific topics, such as golfing and stamp
collecting
Communities of relations - People come together
to share certain life experiences, such as cancer
patients, senior citizens, and car enthusiasts
Communities of fantasy - People participate in
imaginary environments, such as fantasy football
teams and playing one-on-one with Michael Jordan

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ORGANIZATIONAL STRATEGIES FOR E-BUSINESS

Primary business areas taking advantage

of e-business include:
Marketing/sales
Financial services
Procurement
Customer service
Intermediaries

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Marketing/Sales
Generating revenue on the Internet
Online ad (banner ad) - box running across a Web
page that contains advertisements
Pop-up ad - a small Web page containing an
advertisement
Associate program (affiliate program) - businesses
generate commissions or royalties
Viral marketing - a technique that induces Web sites
or users to pass on a marketing message
Mass customization - gives customers the
opportunity to tailor products or services

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Marketing/Sales
Generating revenue on the Internet (cont.)
Personalization - occurs when a Web site can fashion
offers that are more likely to appeal to that person
Blog - Web site in which items are posted on a regular
basis and displayed in reverse chronological order
Real simple syndications (RSS) - a Web feed format
used for Web syndication of content
Podcasting - the distribution of audio or video files,
such as radio programs or music videos, over the
Internet to play on mobile devices

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Marketing/Sales
Generating revenue on the Internet (cont.)
Search engine optimization (SEO) - a set of
methods aimed at improving the ranking of a Web
site in search engine listings
Spamdexing - uses a variety of deceptive
techniques in an attempt to manipulate search
engine rankings, whereas legitimate SEO focuses on
building better sites and using honest methods of
promotion

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Financial Services
Online consumer payments include:
Financial cybermediary
Electronic check
Electronic bill presentment and payment
(EBPP)
Digital wallet

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Financial Services
Online business payments include:
Electronic data interchange (EDI)
Value-added network (VAN)

Financial EDI (financial electronic data

interchange)

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Financial Services
Electronic trading network

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Procurement
Maintenance, repair, and operations (MRO)
materials (also called indirect materials)
materials necessary for running an organization
but do not relate to the companys primary
business activities
E-procurement - the B2B purchase and sale of
supplies and services over the Internet
Electronic catalog - presents customers with
information about goods and services offered for
sale, bid, or auction on the Internet

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Customer Service
Customer service is the business process where
the most human contact occurs between a buyer
and a seller
e-business strategists are finding that customer
service via the Web is one of the most
challenging and potentially lucrative areas of ebusiness
The primary issue facing customer service
departments using e-business is consumer
protection

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Consumer Protection

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Consumer Protection
E-business security
Encryption
Secure socket layer (SSL)
Secure electronic transaction (SET)

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Intermediaries
Intermediaries agents, software, or
businesses that bring buyers and sellers
together that provide a trading
infrastructure to enhance e-business
Reintermediation using the Internet to
reassemble buyers, sellers, and other
partners in a traditional supply chain in
new ways

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MEASURING E-BUSINESS SUCCESS

Most companies measure the traffic on a Web
site as the primary determinant of the Web sites
success
However, a large amount of Web site traffic
does not necessarily equate to large sales
Many organizations with high Web site traffic
have low sales volumes

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MEASURING E-BUSINESS SUCCESS

Web site traffic analysis can include:
Cookie
Click-through
Banner ad
Interactivity

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Web Site Metrics

Clickstream data tracks the exact pattern of a
consumers navigation through a Web site
Clickstream data can reveal:

Number of pageviews
Pattern of Web sites visited
Length of stay on a Web site
Date and time visited
Number of customers with shopping carts
Number of abandoned shopping carts

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Web Site Metrics

Web site metrics include:
Visitor metrics
Exposure metrics
Visit metrics
Hit metrics

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E-BUSINESS BENEFITS AND

CHALLENGES
E-business benefits include:
Highly accessible
Increased customer loyalty
Improved information content
Increased convenience
Increased global reach
Decreased cost

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E-BUSINESS BENEFITS AND

CHALLENGES
E-business challenges include:
Protecting consumers
Leveraging existing systems
Increasing liability
Providing security
Adhering to taxation rules

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E-BUSINESS BENEFITS AND

CHALLENGES
There are numerous advantages and
limitations in e-business revenue models
including:
Transaction fees
License fees
Subscription fees
Value-added fees
Advertising fees

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NEW TRENDS IN E-BUSINESS:

E-GOVERNMENT AND M-COMMERCE
E-government - involves the use of
strategies and technologies to transform
government(s) by improving the delivery
of services and enhancing the quality of
interaction between the citizen-consumer
within all branches of government

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NEW TRENDS IN E-BUSINESS:

E-GOVERNMENT AND M-COMMERCE

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NEW TRENDS IN E-BUSINESS:

E-GOVERNMENT AND M-COMMERCE
Mobile commerce the ability to
purchase goods and
services through a
wireless Internetenabled device

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OPENING CASE QUESTIONS

Amazon
5. What is Amazons e-business model?
6. How can Amazon use m-commerce to
influence its business?
7. Which metrics could Amazon use to assess
the efficiency and effectiveness of Amazons
Web site?
8. What are some of the business challenges
facing Amazon?

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CLOSING CASE ONE

eBay The Ultimate E-Business
1.

eBay is one of the only major Internet pure plays to

consistently make a profit from its inception. What is
eBays e-business model and why has it been so
successful?

2.

Other major Web sites, like Amazon.com and Yahoo!,

have entered the e-marketplace with far less success
than eBay. How has eBay been able to maintain its
dominant position

3.

eBay has long been an e-marketplace for used goods

and collectibles. Today, it is increasingly a place where
major businesses come to auction their wares. Why
would a brand name vendor set up shop on eBay?

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CLOSING CASE ONE

eBay The Ultimate E-Business
4. What are the three different types of online
auctions and which one is eBay using?
5. What are the different forms of online payment
methods for consumers and business? How
might eBays customers benefit from the
different payment methods?
6. Which metrics would you use if you were hired
to assess the efficiency and effectiveness of
eBays Web site?

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CLOSING CASE TWO

Direct Groceries
1. What type of technology is FreshDirect
usingdisruptive or sustaining?
2. How could FreshDirect use a kiosk to
improve its business?
3. How could FreshDirect use mcommerce to improve its business?

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CLOSING CASE TWO

Direct Groceries
4.

What are the three different types of service providers

and which one would FreshDirect use to run its
business?

5.

What types of information would be contained in

FreshDirects intranet?

6.

What types of information would be contained in

FreshDirects extranet?

7.

Which metrics would you use if you were hired to assess

the efficiency and effectiveness of FreshDirects Web
site?

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CLOSING CASE THREE

How Do You Value Friendster?
1.

How could you use e-business metrics to place a value on

Friendster?

2.

Why would a venture capital company value Friendster at $53

million when the company has yet to generate any revenue?

3.

Why would Google be interested in buying Friendster for $30

million when the company has yet to generate any revenue

4.

Identify Friendsters e-business model and explain how the

company can generate revenue

5.

Explain the e-business benefits and challenges facing Friendster