SlideShare a Scribd company logo
1 of 52
Download to read offline
E-commerce 2013
Kenneth C. Laudon
Carol Guercio Traver
business. technology. society.
ninth edition
Chapter 4
Building an E-commerce Presence: Web
Sites, Mobile Sites, and Apps
Copyright © 2013 Pearson Education, Inc.
Class Discussion
Tommy Hilfiger Replatforms
■ What reasons were behind Hilfiger’s choice
of ATG for its Web site solution?
■ Why did Hilfiger decide it needed to
replatform in 2011?
■ What are some of the site-building options
for operators of smaller Web sites?
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Imagine Your E-commerce Presence
■ What’s the idea?
❖Vision
❖Mission statement
❖Target audience
❖Intended market space
❖Strategic analysis
❖Internet marketing matrix
❖Development timeline and preliminary budget
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Imagine Your E-commerce Presence (cont.)
■ Where’s the money?
❖Business model(s):
■ Portal, e-tailer, content provider, transaction broker,
market creator, service provider, community
provider
❖Revenue model(s):
■ Advertising, subscriptions, transaction fees, sales,
and affiliate revenue.
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Imagine Your E-commerce Presence (cont.)
■ Who and where is the target audience?
❖Describing your audience
■ Demographics
❖ Age, gender, income, location
■ Behavior patterns (lifestyle)
■ Consumption patterns (purchasing habits)
■ Digital usage patterns
■ Content creation patterns (blogs, Facebook)
■ Buyer personas
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Imagine Your E-commerce Presence (cont.)
■ Characterize the marketplace
❖Demographics
❖Size, growth, changes
❖Structure
■ Competitors
■ Suppliers
■ Substitute products
■ Where is the content coming from?
❖Static or dynamic?
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Imagine Your E-commerce Presence (cont.)
■ Know yourself—SWOT analysis
■ Develop an e-commerce presence map
■ Develop a timeline: Milestones
■ How much will this cost?
❖Simple Web sites: up to $5000
❖Small Web start-up: $25,000 to $50,000
❖Large corporate site: $100,000+ to millions
Copyright © 2013 Pearson Education, Inc. Slide 4-*
SWOT Analysis
Figure 4.1, page 199
Copyright © 2013 Pearson Education, Inc. Slide 4-*
E-commerce Presence Map
Figure 4.2, page 200
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Building an E-commerce Site:
A Systematic Approach
■ Most important management
challenges:
❖Developing a clear understanding of business
objectives
❖Knowing how to choose the right technology to
achieve those objectives
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Pieces of the Site-building Puzzle
■ Main areas where you will need to
make decisions:
❖Human resources and organizational
capabilities
■ Creating team with skill set needed to build and
manage a successful site
❖Hardware/software
❖Telecommunications
❖Site design
Copyright © 2013 Pearson Education, Inc. Slide 4-*
The Systems Development Life Cycle
■ Methodology for understanding
business objectives of a system and
designing an appropriate solution
■ Five major steps:
❖Systems analysis/planning
❖Systems design
❖Building the system
❖Testing
❖Implementation
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Web Site Systems Development Life Cycle
Figure 4.5, Page 204
Copyright © 2013 Pearson Education, Inc. Slide 4-*
System Analysis/Planning
■ Business objectives:
❖List of capabilities you want your site to have
■ System functionalities:
❖List of information system capabilities needed
to achieve business objectives
■ Information requirements:
❖Information elements that system must
produce in order to achieve business objectives
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Table 4.2, page 205
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Systems Design:
Hardware and Software Platforms
■ System design specification:
❖Description of main components of a system
and their relationship to one another
■ Two components of system design:
❖Logical design
■ Data flow diagrams, processing functions, databases
❖Physical design
■ Specifies actual physical, software components,
models, etc.
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Logical Design for a Simple Web Site
Figure 4.6 (a), Page 207
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Physical Design for a Simple Web Site
Figure 4.6 (b), Page 207
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Build/Host Your Own vs. Outsourcing
■ Outsourcing: Hiring vendors to provide
services involved in building site
■ Build own vs. outsourcing:
❖ Build your own requires team with diverse skill set; choice of
software tools; both risks and possible benefits
■ Host own vs. outsourcing
❖ Hosting: Hosting company responsible for ensuring site is
accessible 24/7, for monthly fee
❖ Co-location: Firm purchases or leases Web server (with control
over its operation), but server is located at vendor’s facility
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Choices in Building and Hosting
Figure 4.7 Page 208
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Insight on Business: Class Discussion
Curly Hair and Appillionaires
■ How does a small, niche Web site like
NaturallyCurly.com become profitable?
■ How has cloud computing and social
media reduced costs?
■ How is the app economy changing the
economics of software production and
e-commerce?
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Testing, Implementation, and
Maintenance
■ Testing
❖ Unit testing
❖ System testing
❖ Acceptance testing
■ Implementation and maintenance:
❖ Maintenance is ongoing
❖ Maintenance costs: Similar to development costs
❖ Benchmarking
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Factors in Web Site Optimization
Figure 4.10, Page 215
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Simple vs. Multi-tiered
Web Site Architecture
■ System architecture
❖ Arrangement of software, machinery, and tasks in an
information system needed to achieve a specific
functionality
■ Two-tier
❖ Web server and database server
■ Multi-tier
❖ Web application servers
❖ Backend, legacy databases
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Two-Tier E-commerce Architecture
Figure 4.11(a), Page 217
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Multi-Tier E-commerce Architecture
Figure 4.11(b), Page 217
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Web Server Software
■ Apache
❖Leading Web server software (66% of market)
❖Works with UNIX, Linux OSs
■ Microsoft’s Internet Information Server
(IIS)
❖Second major Web server software (16% of
market)
❖Windows-based
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Table 4.4, Page 219
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Site Management Tools
■ Basic tools
❖Included in all Web servers, e.g.,
■ Verify that links on pages are still valid
■ Identify orphan files
■ Third-party software for advanced
management
❖Monitor customer purchases, marketing
campaign effectiveness, etc.
❖WebTrends Analytics 10, Google Analytics
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Dynamic Page Generation Tools
■ Dynamic page generation:
❖ Contents stored in database and fetched when needed
■ Common tools:
❖CGI, ASP, JSP, ODBC
■ Advantages
❖ Lowers menu costs
❖ Permits easy online market segmentation
❖ Enables cost-free price discrimination
❖ Enables content management system (CMS)
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Application Servers
■ Web application servers:
❖Provide specific business functionality required
for a Web site
❖Type of middleware
■ Isolate business applications from Web servers and
databases
❖Single-function applications being replaced by
integrated software tools that combine all
functionality needed for e-commerce site
Copyright © 2013 Pearson Education, Inc. Slide 4-*
E-commerce Merchant Server Software
■ Provides basic functionality for sales
❖Online catalog
■ List of products available on Web site
❖Shopping cart
■ Allows shoppers to set aside, review, edit selections,
and then make purchase
❖Credit card processing
■ Typically works in conjunction with shopping cart
■ Verifies card and puts through credit to company’s
account at checkout
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Merchant Server Software Packages
■ Integrated environment that includes most
of functionality needed
■ Key factors in selecting a package
❖ Functionality
❖ Support for different business models
❖ Business process modeling tools
❖ Visual site management and reporting
❖ Performance and scalability
❖ Connectivity to existing business systems
❖ Compliance with standards
❖ Global and multicultural capability
❖ Local sales tax and shipping rules
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Building Your Own E-commerce Site
■ Options for small firms
❖Hosted e-commerce sites, e.g., Yahoo’s
Merchant Solutions
■ Site building tools
■ E-commerce templates
❖Open-source merchant server software
■ Enables you to build truly custom sites
■ Requires programmer with expertise, time
Copyright © 2013 Pearson Education, Inc. Slide 4-*
The Hardware Platform
■ Hardware platform:
❖Underlying computing equipment needed for
e-commerce functionality
■ Objective:
❖Enough platform capacity to meet peak demand
without wasting money
■ Important to understand the factors
that affect speed, capacity, and
scalability of a site
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Right-Sizing Your Hardware Platform:
The Demand Side
■ Customer demand:
❖ Most important factor affecting speed of site
■ Factors in overall demand:
❖ Number of simultaneous users in peak periods
❖ Nature of customer requests (user profile)
❖ Type of content (dynamic vs. static Web pages)
❖ Required security
❖ Number of items in inventory
❖ Number of page requests
❖ Speed of legacy applications
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Right-Sizing Your Hardware Platform:
The Supply Side
■ Scalability:
❖ Ability of site to increase in size as demand warrants
■ Ways to scale hardware:
❖Vertically
■ Increase processing power of individual components
❖Horizontally
■ Employ multiple computers to share workload
❖Improve processing architecture
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Table 4.8, Page 230
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Table 4.9, Page 230
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Other E-commerce Site Tools
■ Web site design: Basic business
considerations
❖ Enabling customers to find and buy what they need
■ Tools for Web site optimization
❖ Search engine placement
■ Metatags, titles, content
■ Identify market niches, localize site
■ Offer expertise
■ Links
■ Search engine ads
■ Local e-commerce
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Table 4.10, Page 232
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Table 4.11, Page 233
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Tools for Interactivity and
Active Content
■ Web 2.0 design elements:
❖Widgets, mashups
■ CGI (Common Gateway Interface)
■ ASP (Active Server Pages)
■ Java, JSP, and JavaScript
■ ActiveX and VBScript
■ ColdFusion
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Personalization Tools
■ Personalization
❖Ability to treat people based on personal
qualities and prior history with site
■ Customization
❖Ability to change the product to better fit the
needs of the customer
■ Cookies:
❖Primary method to achieve personalization
Copyright © 2013 Pearson Education, Inc. Slide 4-*
The Information Policy Set
■ Privacy policy
❖Set of public statements declaring how site will
treat customers’ personal information that is
gathered by site
■ Accessibility rules
❖Set of design objectives that ensure disabled
users can affectively access site
Copyright © 2013 Pearson Education, Inc. Slide 4-*Slide 4-*
Insight on Society: Class Discussion
Designing for Accessibility
■ Why might some merchants be reluctant to make
their Web sites accessible to disabled Americans?
■ How can Web sites be made more accessible?
■ Should all Web sites be required by law to provide
“equivalent alternatives” for visual and sound
content?
■ What additional accessibility problems do mobile
devices pose?
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Developing a Mobile Web Site and
Building Mobile Applications
■ Three types of m-commerce software
❖Mobile Web site
■ Responsive web design
❖Mobile Web app
❖Native app
■ Planning and building mobile presence
❖Use systems analysis/design to identify unique
and specific business objectives
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Table 4.13, Page 243
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Developing a Mobile Web Presence
■ Design considerations
❖Platform constraints: Smartphone/tablet
■ Performance and cost
❖Mobile Web site:
■ Least expensive
❖Mobile app:
■ Can utilize browser API
❖Native app:
■ Most expensive; requires more programming
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Insight on Technology: Class Discussion
Building a Mobile Presence
■ What are the key differences between user
experience on a Web site and on a mobile
device?
■ Why would a mobile Web site or app from
the same merchant need different content or
functionality?
■ In which cases would a merchant want to
develop a mobile app over a mobile Web
site?
Copyright © 2013 Pearson Education, Inc. Slide 4-*
Copyright © 2013 Pearson Education, Inc. Slide 4-*

More Related Content

What's hot

E commerce ( system analysis ) chapter 4
E commerce ( system analysis ) chapter 4E commerce ( system analysis ) chapter 4
E commerce ( system analysis ) chapter 4Qamar Farooq
 
Chapter 4/B2B E-Commerce – Technology of E-Business
Chapter 4/B2B E-Commerce  – Technology of E-BusinessChapter 4/B2B E-Commerce  – Technology of E-Business
Chapter 4/B2B E-Commerce – Technology of E-BusinessEyad Almasri
 
E-commerce Chapter No.1
E-commerce Chapter No.1E-commerce Chapter No.1
E-commerce Chapter No.1Qamar Farooq
 
MIS-CH02: Global e-Business and Collaboration
MIS-CH02: Global e-Business and CollaborationMIS-CH02: Global e-Business and Collaboration
MIS-CH02: Global e-Business and CollaborationSukanya Ben
 
03 Building an E-commerce Presence: Web Sites, Mobile Sites, and Apps slides
03 Building an E-commerce Presence: Web Sites, Mobile Sites, and Apps slides03 Building an E-commerce Presence: Web Sites, Mobile Sites, and Apps slides
03 Building an E-commerce Presence: Web Sites, Mobile Sites, and Apps slidesmonchai sopitka
 
Marketing and advertising in e commerce
Marketing and advertising in e commerceMarketing and advertising in e commerce
Marketing and advertising in e commercetumetr1
 
Chapter 1-E-Commerce (the revolution is just beginning)
Chapter 1-E-Commerce (the revolution is just beginning)Chapter 1-E-Commerce (the revolution is just beginning)
Chapter 1-E-Commerce (the revolution is just beginning)Ismail Zackariya
 
Chapter Two E commerc business model
Chapter Two E commerc business modelChapter Two E commerc business model
Chapter Two E commerc business modelMarya Sholevar
 
Chapter 3 Collecting Information & Forecasting Demand
Chapter 3 Collecting Information & Forecasting DemandChapter 3 Collecting Information & Forecasting Demand
Chapter 3 Collecting Information & Forecasting DemandRoy Cadongonan, MBA
 
08 Ethics, Law and E-commerce
08 Ethics, Law and E-commerce08 Ethics, Law and E-commerce
08 Ethics, Law and E-commercemonchai sopitka
 
MIS-CH07: Telecommunications, the Internet, and Wireless Technology
MIS-CH07: Telecommunications, the Internet, and Wireless TechnologyMIS-CH07: Telecommunications, the Internet, and Wireless Technology
MIS-CH07: Telecommunications, the Internet, and Wireless TechnologySukanya Ben
 
06 International Trade and Factor Mobility
06 International Trade and Factor Mobility06 International Trade and Factor Mobility
06 International Trade and Factor MobilityBrent Weeks
 
MIS-CH08: Securing Information Systems
MIS-CH08: Securing Information SystemsMIS-CH08: Securing Information Systems
MIS-CH08: Securing Information SystemsSukanya Ben
 
Principles of Marketing - Chapter 14
Principles of Marketing - Chapter 14Principles of Marketing - Chapter 14
Principles of Marketing - Chapter 14Perkha Khan
 

What's hot (20)

Chapter 8
Chapter 8Chapter 8
Chapter 8
 
Chapter 3
Chapter 3Chapter 3
Chapter 3
 
E commerce ( system analysis ) chapter 4
E commerce ( system analysis ) chapter 4E commerce ( system analysis ) chapter 4
E commerce ( system analysis ) chapter 4
 
Chapter 11
Chapter 11Chapter 11
Chapter 11
 
Chapter 4/B2B E-Commerce – Technology of E-Business
Chapter 4/B2B E-Commerce  – Technology of E-BusinessChapter 4/B2B E-Commerce  – Technology of E-Business
Chapter 4/B2B E-Commerce – Technology of E-Business
 
E-commerce Chapter No.1
E-commerce Chapter No.1E-commerce Chapter No.1
E-commerce Chapter No.1
 
MIS-CH02: Global e-Business and Collaboration
MIS-CH02: Global e-Business and CollaborationMIS-CH02: Global e-Business and Collaboration
MIS-CH02: Global e-Business and Collaboration
 
Chapter #17
Chapter #17Chapter #17
Chapter #17
 
03 Building an E-commerce Presence: Web Sites, Mobile Sites, and Apps slides
03 Building an E-commerce Presence: Web Sites, Mobile Sites, and Apps slides03 Building an E-commerce Presence: Web Sites, Mobile Sites, and Apps slides
03 Building an E-commerce Presence: Web Sites, Mobile Sites, and Apps slides
 
Marketing and advertising in e commerce
Marketing and advertising in e commerceMarketing and advertising in e commerce
Marketing and advertising in e commerce
 
Chapter 1-E-Commerce (the revolution is just beginning)
Chapter 1-E-Commerce (the revolution is just beginning)Chapter 1-E-Commerce (the revolution is just beginning)
Chapter 1-E-Commerce (the revolution is just beginning)
 
Chapter Two E commerc business model
Chapter Two E commerc business modelChapter Two E commerc business model
Chapter Two E commerc business model
 
Chapter 3 Collecting Information & Forecasting Demand
Chapter 3 Collecting Information & Forecasting DemandChapter 3 Collecting Information & Forecasting Demand
Chapter 3 Collecting Information & Forecasting Demand
 
Chapter 12
Chapter 12Chapter 12
Chapter 12
 
08 Ethics, Law and E-commerce
08 Ethics, Law and E-commerce08 Ethics, Law and E-commerce
08 Ethics, Law and E-commerce
 
MIS-CH07: Telecommunications, the Internet, and Wireless Technology
MIS-CH07: Telecommunications, the Internet, and Wireless TechnologyMIS-CH07: Telecommunications, the Internet, and Wireless Technology
MIS-CH07: Telecommunications, the Internet, and Wireless Technology
 
06 International Trade and Factor Mobility
06 International Trade and Factor Mobility06 International Trade and Factor Mobility
06 International Trade and Factor Mobility
 
MIS-CH08: Securing Information Systems
MIS-CH08: Securing Information SystemsMIS-CH08: Securing Information Systems
MIS-CH08: Securing Information Systems
 
Principles of Marketing - Chapter 14
Principles of Marketing - Chapter 14Principles of Marketing - Chapter 14
Principles of Marketing - Chapter 14
 
Chapter #12 17 slides
Chapter #12 17 slidesChapter #12 17 slides
Chapter #12 17 slides
 

Similar to Chapter 4

laudon-traver_ec10_ppt_ch04 (1).ppt
laudon-traver_ec10_ppt_ch04 (1).pptlaudon-traver_ec10_ppt_ch04 (1).ppt
laudon-traver_ec10_ppt_ch04 (1).pptamaliarifiyanti
 
laudon-traver_ec10_ppt_ch04.ppt
laudon-traver_ec10_ppt_ch04.pptlaudon-traver_ec10_ppt_ch04.ppt
laudon-traver_ec10_ppt_ch04.pptJithJoy2
 
Laudon traver ec10-ppt_ch04
Laudon traver ec10-ppt_ch04Laudon traver ec10-ppt_ch04
Laudon traver ec10-ppt_ch04BookStoreLib
 
Laudon traver ec10-im_ch04
Laudon traver ec10-im_ch04Laudon traver ec10-im_ch04
Laudon traver ec10-im_ch04BookStoreLib
 
Laudon traver ec10-im_ch04
Laudon traver ec10-im_ch04Laudon traver ec10-im_ch04
Laudon traver ec10-im_ch04BookStoreLib
 
laudon-traver_ec13_ppt_chapter_3_Building Website.pptx
laudon-traver_ec13_ppt_chapter_3_Building Website.pptxlaudon-traver_ec13_ppt_chapter_3_Building Website.pptx
laudon-traver_ec13_ppt_chapter_3_Building Website.pptxDivyaAggarwal91
 
Building an E-commerce website.ppt
Building an E-commerce website.pptBuilding an E-commerce website.ppt
Building an E-commerce website.pptLilianNjoki2
 
Laudon traver ec11-im_ch04
Laudon traver ec11-im_ch04Laudon traver ec11-im_ch04
Laudon traver ec11-im_ch04BookStoreLib
 
Aligning Business Goals & ROI - Sagittarius Travel Marketing Masterclass
Aligning Business Goals & ROI - Sagittarius Travel Marketing MasterclassAligning Business Goals & ROI - Sagittarius Travel Marketing Masterclass
Aligning Business Goals & ROI - Sagittarius Travel Marketing MasterclassSagittarius
 
Laudon_Traver_3E_Chapter4_Final.ppt
Laudon_Traver_3E_Chapter4_Final.pptLaudon_Traver_3E_Chapter4_Final.ppt
Laudon_Traver_3E_Chapter4_Final.pptEloiseBrown2
 
Ten Reasons to Switch to 8.X
Ten Reasons to Switch to 8.XTen Reasons to Switch to 8.X
Ten Reasons to Switch to 8.XProlifics
 
E-BM Building an E-commerce Web Site
E-BM Building an E-commerce Web SiteE-BM Building an E-commerce Web Site
E-BM Building an E-commerce Web SiteKaleemSarwar2
 
switched-on uk Introduction
switched-on uk Introductionswitched-on uk Introduction
switched-on uk Introductionswitched-on uk
 
Taking Dynamic Content to the Next Level
Taking Dynamic Content to the Next LevelTaking Dynamic Content to the Next Level
Taking Dynamic Content to the Next LevelRevenuePulse
 
arash ajdari-IT consultant_ reddot
arash ajdari-IT consultant_ reddotarash ajdari-IT consultant_ reddot
arash ajdari-IT consultant_ reddotAlex Ajdari
 
DrillingInfo: Striking Oil with Marketing Success
DrillingInfo: Striking Oil with Marketing SuccessDrillingInfo: Striking Oil with Marketing Success
DrillingInfo: Striking Oil with Marketing SuccessAct-On Software
 

Similar to Chapter 4 (20)

laudon-traver_ec10_ppt_ch04 (1).ppt
laudon-traver_ec10_ppt_ch04 (1).pptlaudon-traver_ec10_ppt_ch04 (1).ppt
laudon-traver_ec10_ppt_ch04 (1).ppt
 
laudon-traver_ec10_ppt_ch04.ppt
laudon-traver_ec10_ppt_ch04.pptlaudon-traver_ec10_ppt_ch04.ppt
laudon-traver_ec10_ppt_ch04.ppt
 
Laudon traver ec10-ppt_ch04
Laudon traver ec10-ppt_ch04Laudon traver ec10-ppt_ch04
Laudon traver ec10-ppt_ch04
 
Laudon traver ec10-im_ch04
Laudon traver ec10-im_ch04Laudon traver ec10-im_ch04
Laudon traver ec10-im_ch04
 
Laudon traver ec10-im_ch04
Laudon traver ec10-im_ch04Laudon traver ec10-im_ch04
Laudon traver ec10-im_ch04
 
laudon-traver_ec13_ppt_chapter_3_Building Website.pptx
laudon-traver_ec13_ppt_chapter_3_Building Website.pptxlaudon-traver_ec13_ppt_chapter_3_Building Website.pptx
laudon-traver_ec13_ppt_chapter_3_Building Website.pptx
 
Building an E-commerce website.ppt
Building an E-commerce website.pptBuilding an E-commerce website.ppt
Building an E-commerce website.ppt
 
Laudon traver ec11-im_ch04
Laudon traver ec11-im_ch04Laudon traver ec11-im_ch04
Laudon traver ec11-im_ch04
 
laudon_ec6e_ch04.ppt
laudon_ec6e_ch04.pptlaudon_ec6e_ch04.ppt
laudon_ec6e_ch04.ppt
 
Aligning Business Goals & ROI - Sagittarius Travel Marketing Masterclass
Aligning Business Goals & ROI - Sagittarius Travel Marketing MasterclassAligning Business Goals & ROI - Sagittarius Travel Marketing Masterclass
Aligning Business Goals & ROI - Sagittarius Travel Marketing Masterclass
 
Laudon_Traver_3E_Chapter4_Final.ppt
Laudon_Traver_3E_Chapter4_Final.pptLaudon_Traver_3E_Chapter4_Final.ppt
Laudon_Traver_3E_Chapter4_Final.ppt
 
BSAD 372 - CH 3
BSAD 372 - CH 3BSAD 372 - CH 3
BSAD 372 - CH 3
 
Ten Reasons to Switch to 8.X
Ten Reasons to Switch to 8.XTen Reasons to Switch to 8.X
Ten Reasons to Switch to 8.X
 
AVIT New Website
AVIT New WebsiteAVIT New Website
AVIT New Website
 
E-BM Building an E-commerce Web Site
E-BM Building an E-commerce Web SiteE-BM Building an E-commerce Web Site
E-BM Building an E-commerce Web Site
 
switched-on uk Introduction
switched-on uk Introductionswitched-on uk Introduction
switched-on uk Introduction
 
Taking Dynamic Content to the Next Level
Taking Dynamic Content to the Next LevelTaking Dynamic Content to the Next Level
Taking Dynamic Content to the Next Level
 
ch7_2.pptx
ch7_2.pptxch7_2.pptx
ch7_2.pptx
 
arash ajdari-IT consultant_ reddot
arash ajdari-IT consultant_ reddotarash ajdari-IT consultant_ reddot
arash ajdari-IT consultant_ reddot
 
DrillingInfo: Striking Oil with Marketing Success
DrillingInfo: Striking Oil with Marketing SuccessDrillingInfo: Striking Oil with Marketing Success
DrillingInfo: Striking Oil with Marketing Success
 

More from Nada G.Youssef

Chapter 15: PCI Compliance for Merchants
Chapter 15: PCI Compliance for Merchants Chapter 15: PCI Compliance for Merchants
Chapter 15: PCI Compliance for Merchants Nada G.Youssef
 
Chapter 14: Regulatory Compliance for the Healthcare Sector
Chapter 14: Regulatory Compliance for the Healthcare SectorChapter 14: Regulatory Compliance for the Healthcare Sector
Chapter 14: Regulatory Compliance for the Healthcare SectorNada G.Youssef
 
Chapter 13: Regulatory Compliance for Financial Institutions
Chapter 13: Regulatory Compliance for Financial InstitutionsChapter 13: Regulatory Compliance for Financial Institutions
Chapter 13: Regulatory Compliance for Financial InstitutionsNada G.Youssef
 
Chapter 12: Business Continuity Management
Chapter 12: Business Continuity ManagementChapter 12: Business Continuity Management
Chapter 12: Business Continuity ManagementNada G.Youssef
 
Chapter 11: Information Security Incident Management
Chapter 11: Information Security Incident ManagementChapter 11: Information Security Incident Management
Chapter 11: Information Security Incident ManagementNada G.Youssef
 
Chapter 10: Information Systems Acquisition, Development, and Maintenance
			Chapter 10:  Information  Systems Acquisition, Development, and Maintenance			Chapter 10:  Information  Systems Acquisition, Development, and Maintenance
Chapter 10: Information Systems Acquisition, Development, and MaintenanceNada G.Youssef
 
Chapter 9: Access Control Management
Chapter 9: Access Control ManagementChapter 9: Access Control Management
Chapter 9: Access Control ManagementNada G.Youssef
 

More from Nada G.Youssef (20)

مجلة 1
مجلة 1مجلة 1
مجلة 1
 
Chapter Tewlve
Chapter TewlveChapter Tewlve
Chapter Tewlve
 
Chapter Eleven
Chapter ElevenChapter Eleven
Chapter Eleven
 
Chapter Ten
Chapter TenChapter Ten
Chapter Ten
 
Chapter Nine
Chapter NineChapter Nine
Chapter Nine
 
Chapter Eight
Chapter Eight Chapter Eight
Chapter Eight
 
Chapter Seven
Chapter SevenChapter Seven
Chapter Seven
 
Chapter Six
Chapter SixChapter Six
Chapter Six
 
Chapter Five
Chapter FiveChapter Five
Chapter Five
 
Chapter Four
Chapter FourChapter Four
Chapter Four
 
Chapter Three
Chapter ThreeChapter Three
Chapter Three
 
Chapter Two
Chapter TwoChapter Two
Chapter Two
 
Chapter one
Chapter oneChapter one
Chapter one
 
Chapter 15: PCI Compliance for Merchants
Chapter 15: PCI Compliance for Merchants Chapter 15: PCI Compliance for Merchants
Chapter 15: PCI Compliance for Merchants
 
Chapter 14: Regulatory Compliance for the Healthcare Sector
Chapter 14: Regulatory Compliance for the Healthcare SectorChapter 14: Regulatory Compliance for the Healthcare Sector
Chapter 14: Regulatory Compliance for the Healthcare Sector
 
Chapter 13: Regulatory Compliance for Financial Institutions
Chapter 13: Regulatory Compliance for Financial InstitutionsChapter 13: Regulatory Compliance for Financial Institutions
Chapter 13: Regulatory Compliance for Financial Institutions
 
Chapter 12: Business Continuity Management
Chapter 12: Business Continuity ManagementChapter 12: Business Continuity Management
Chapter 12: Business Continuity Management
 
Chapter 11: Information Security Incident Management
Chapter 11: Information Security Incident ManagementChapter 11: Information Security Incident Management
Chapter 11: Information Security Incident Management
 
Chapter 10: Information Systems Acquisition, Development, and Maintenance
			Chapter 10:  Information  Systems Acquisition, Development, and Maintenance			Chapter 10:  Information  Systems Acquisition, Development, and Maintenance
Chapter 10: Information Systems Acquisition, Development, and Maintenance
 
Chapter 9: Access Control Management
Chapter 9: Access Control ManagementChapter 9: Access Control Management
Chapter 9: Access Control Management
 

Recently uploaded

Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 

Recently uploaded (20)

Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 

Chapter 4

  • 1. E-commerce 2013 Kenneth C. Laudon Carol Guercio Traver business. technology. society. ninth edition
  • 2. Chapter 4 Building an E-commerce Presence: Web Sites, Mobile Sites, and Apps Copyright © 2013 Pearson Education, Inc.
  • 3. Class Discussion Tommy Hilfiger Replatforms ■ What reasons were behind Hilfiger’s choice of ATG for its Web site solution? ■ Why did Hilfiger decide it needed to replatform in 2011? ■ What are some of the site-building options for operators of smaller Web sites? Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 4. Imagine Your E-commerce Presence ■ What’s the idea? ❖Vision ❖Mission statement ❖Target audience ❖Intended market space ❖Strategic analysis ❖Internet marketing matrix ❖Development timeline and preliminary budget Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 5. Imagine Your E-commerce Presence (cont.) ■ Where’s the money? ❖Business model(s): ■ Portal, e-tailer, content provider, transaction broker, market creator, service provider, community provider ❖Revenue model(s): ■ Advertising, subscriptions, transaction fees, sales, and affiliate revenue. Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 6. Imagine Your E-commerce Presence (cont.) ■ Who and where is the target audience? ❖Describing your audience ■ Demographics ❖ Age, gender, income, location ■ Behavior patterns (lifestyle) ■ Consumption patterns (purchasing habits) ■ Digital usage patterns ■ Content creation patterns (blogs, Facebook) ■ Buyer personas Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 7. Imagine Your E-commerce Presence (cont.) ■ Characterize the marketplace ❖Demographics ❖Size, growth, changes ❖Structure ■ Competitors ■ Suppliers ■ Substitute products ■ Where is the content coming from? ❖Static or dynamic? Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 8. Imagine Your E-commerce Presence (cont.) ■ Know yourself—SWOT analysis ■ Develop an e-commerce presence map ■ Develop a timeline: Milestones ■ How much will this cost? ❖Simple Web sites: up to $5000 ❖Small Web start-up: $25,000 to $50,000 ❖Large corporate site: $100,000+ to millions Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 9. SWOT Analysis Figure 4.1, page 199 Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 10. E-commerce Presence Map Figure 4.2, page 200 Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 11. Building an E-commerce Site: A Systematic Approach ■ Most important management challenges: ❖Developing a clear understanding of business objectives ❖Knowing how to choose the right technology to achieve those objectives Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 12. Pieces of the Site-building Puzzle ■ Main areas where you will need to make decisions: ❖Human resources and organizational capabilities ■ Creating team with skill set needed to build and manage a successful site ❖Hardware/software ❖Telecommunications ❖Site design Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 13. The Systems Development Life Cycle ■ Methodology for understanding business objectives of a system and designing an appropriate solution ■ Five major steps: ❖Systems analysis/planning ❖Systems design ❖Building the system ❖Testing ❖Implementation Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 14. Web Site Systems Development Life Cycle Figure 4.5, Page 204 Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 15. System Analysis/Planning ■ Business objectives: ❖List of capabilities you want your site to have ■ System functionalities: ❖List of information system capabilities needed to achieve business objectives ■ Information requirements: ❖Information elements that system must produce in order to achieve business objectives Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 16. Table 4.2, page 205 Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 17. Systems Design: Hardware and Software Platforms ■ System design specification: ❖Description of main components of a system and their relationship to one another ■ Two components of system design: ❖Logical design ■ Data flow diagrams, processing functions, databases ❖Physical design ■ Specifies actual physical, software components, models, etc. Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 18. Logical Design for a Simple Web Site Figure 4.6 (a), Page 207 Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 19. Physical Design for a Simple Web Site Figure 4.6 (b), Page 207 Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 20. Build/Host Your Own vs. Outsourcing ■ Outsourcing: Hiring vendors to provide services involved in building site ■ Build own vs. outsourcing: ❖ Build your own requires team with diverse skill set; choice of software tools; both risks and possible benefits ■ Host own vs. outsourcing ❖ Hosting: Hosting company responsible for ensuring site is accessible 24/7, for monthly fee ❖ Co-location: Firm purchases or leases Web server (with control over its operation), but server is located at vendor’s facility Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 21. Choices in Building and Hosting Figure 4.7 Page 208 Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 22. Insight on Business: Class Discussion Curly Hair and Appillionaires ■ How does a small, niche Web site like NaturallyCurly.com become profitable? ■ How has cloud computing and social media reduced costs? ■ How is the app economy changing the economics of software production and e-commerce? Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 23. Testing, Implementation, and Maintenance ■ Testing ❖ Unit testing ❖ System testing ❖ Acceptance testing ■ Implementation and maintenance: ❖ Maintenance is ongoing ❖ Maintenance costs: Similar to development costs ❖ Benchmarking Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 24. Factors in Web Site Optimization Figure 4.10, Page 215 Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 25. Simple vs. Multi-tiered Web Site Architecture ■ System architecture ❖ Arrangement of software, machinery, and tasks in an information system needed to achieve a specific functionality ■ Two-tier ❖ Web server and database server ■ Multi-tier ❖ Web application servers ❖ Backend, legacy databases Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 26. Two-Tier E-commerce Architecture Figure 4.11(a), Page 217 Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 27. Multi-Tier E-commerce Architecture Figure 4.11(b), Page 217 Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 28. Web Server Software ■ Apache ❖Leading Web server software (66% of market) ❖Works with UNIX, Linux OSs ■ Microsoft’s Internet Information Server (IIS) ❖Second major Web server software (16% of market) ❖Windows-based Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 29. Table 4.4, Page 219 Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 30. Site Management Tools ■ Basic tools ❖Included in all Web servers, e.g., ■ Verify that links on pages are still valid ■ Identify orphan files ■ Third-party software for advanced management ❖Monitor customer purchases, marketing campaign effectiveness, etc. ❖WebTrends Analytics 10, Google Analytics Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 31. Dynamic Page Generation Tools ■ Dynamic page generation: ❖ Contents stored in database and fetched when needed ■ Common tools: ❖CGI, ASP, JSP, ODBC ■ Advantages ❖ Lowers menu costs ❖ Permits easy online market segmentation ❖ Enables cost-free price discrimination ❖ Enables content management system (CMS) Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 32. Application Servers ■ Web application servers: ❖Provide specific business functionality required for a Web site ❖Type of middleware ■ Isolate business applications from Web servers and databases ❖Single-function applications being replaced by integrated software tools that combine all functionality needed for e-commerce site Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 33. E-commerce Merchant Server Software ■ Provides basic functionality for sales ❖Online catalog ■ List of products available on Web site ❖Shopping cart ■ Allows shoppers to set aside, review, edit selections, and then make purchase ❖Credit card processing ■ Typically works in conjunction with shopping cart ■ Verifies card and puts through credit to company’s account at checkout Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 34. Merchant Server Software Packages ■ Integrated environment that includes most of functionality needed ■ Key factors in selecting a package ❖ Functionality ❖ Support for different business models ❖ Business process modeling tools ❖ Visual site management and reporting ❖ Performance and scalability ❖ Connectivity to existing business systems ❖ Compliance with standards ❖ Global and multicultural capability ❖ Local sales tax and shipping rules Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 35. Building Your Own E-commerce Site ■ Options for small firms ❖Hosted e-commerce sites, e.g., Yahoo’s Merchant Solutions ■ Site building tools ■ E-commerce templates ❖Open-source merchant server software ■ Enables you to build truly custom sites ■ Requires programmer with expertise, time Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 36. The Hardware Platform ■ Hardware platform: ❖Underlying computing equipment needed for e-commerce functionality ■ Objective: ❖Enough platform capacity to meet peak demand without wasting money ■ Important to understand the factors that affect speed, capacity, and scalability of a site Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 37. Right-Sizing Your Hardware Platform: The Demand Side ■ Customer demand: ❖ Most important factor affecting speed of site ■ Factors in overall demand: ❖ Number of simultaneous users in peak periods ❖ Nature of customer requests (user profile) ❖ Type of content (dynamic vs. static Web pages) ❖ Required security ❖ Number of items in inventory ❖ Number of page requests ❖ Speed of legacy applications Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 38. Right-Sizing Your Hardware Platform: The Supply Side ■ Scalability: ❖ Ability of site to increase in size as demand warrants ■ Ways to scale hardware: ❖Vertically ■ Increase processing power of individual components ❖Horizontally ■ Employ multiple computers to share workload ❖Improve processing architecture Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 39. Table 4.8, Page 230 Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 40. Table 4.9, Page 230 Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 41. Other E-commerce Site Tools ■ Web site design: Basic business considerations ❖ Enabling customers to find and buy what they need ■ Tools for Web site optimization ❖ Search engine placement ■ Metatags, titles, content ■ Identify market niches, localize site ■ Offer expertise ■ Links ■ Search engine ads ■ Local e-commerce Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 42. Table 4.10, Page 232 Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 43. Table 4.11, Page 233 Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 44. Tools for Interactivity and Active Content ■ Web 2.0 design elements: ❖Widgets, mashups ■ CGI (Common Gateway Interface) ■ ASP (Active Server Pages) ■ Java, JSP, and JavaScript ■ ActiveX and VBScript ■ ColdFusion Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 45. Personalization Tools ■ Personalization ❖Ability to treat people based on personal qualities and prior history with site ■ Customization ❖Ability to change the product to better fit the needs of the customer ■ Cookies: ❖Primary method to achieve personalization Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 46. The Information Policy Set ■ Privacy policy ❖Set of public statements declaring how site will treat customers’ personal information that is gathered by site ■ Accessibility rules ❖Set of design objectives that ensure disabled users can affectively access site Copyright © 2013 Pearson Education, Inc. Slide 4-*Slide 4-*
  • 47. Insight on Society: Class Discussion Designing for Accessibility ■ Why might some merchants be reluctant to make their Web sites accessible to disabled Americans? ■ How can Web sites be made more accessible? ■ Should all Web sites be required by law to provide “equivalent alternatives” for visual and sound content? ■ What additional accessibility problems do mobile devices pose? Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 48. Developing a Mobile Web Site and Building Mobile Applications ■ Three types of m-commerce software ❖Mobile Web site ■ Responsive web design ❖Mobile Web app ❖Native app ■ Planning and building mobile presence ❖Use systems analysis/design to identify unique and specific business objectives Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 49. Table 4.13, Page 243 Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 50. Developing a Mobile Web Presence ■ Design considerations ❖Platform constraints: Smartphone/tablet ■ Performance and cost ❖Mobile Web site: ■ Least expensive ❖Mobile app: ■ Can utilize browser API ❖Native app: ■ Most expensive; requires more programming Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 51. Insight on Technology: Class Discussion Building a Mobile Presence ■ What are the key differences between user experience on a Web site and on a mobile device? ■ Why would a mobile Web site or app from the same merchant need different content or functionality? ■ In which cases would a merchant want to develop a mobile app over a mobile Web site? Copyright © 2013 Pearson Education, Inc. Slide 4-*
  • 52. Copyright © 2013 Pearson Education, Inc. Slide 4-*