Lect 01 Students

E-Business
and E-Commerce
What is the first website?
http:/info.cern.ch
E-Business and E-Commerce is an exciting
area to be involved with
Course Content
• Digital Commerce, E Commerce, M Commerce, Social Commerce,
Digital Markets, Digital Goods, Digital Commerce Vendors
• Internet Technologies, Internet Working, Net Neutrality, Convergence,
Semantic Web, Internet Technologies, Wireless Technologies IoT
• Internet Advertisement, SEO and SEM
• SEO and SEM – (in the Context of Google)
• Introduction to Web Analytics
• Alternatives for acquiring e-business systems, development of web
based content and maintenance, web analytics measuring and
improving performance of e-business services.
• Text Book: E Business and E Commerce Management, Dave Chaffey,
Pearson
Evaluation Component and Weightage
• Class Participation: 10 marks

• Class Quiz/ case presentation: 10 marks
• End Term Project: 30 marks
• End Term: 50 marks
• Total 100 Marks
Learning Outcomes
• Define the meaning and scope of e-business and e-commerce and
their different elements
• Summarize the main reasons for adoption of e-commerce and e-

business and barriers that may restrict adoption
• Outline the ongoing business challenges of managing e-business and

e-commerce in an organization.
Management Issues
• How do we explain the scope and implications of e-business and e-
commerce to staff?
• What is the full range of benefits of introducing e-business and what

are the risks?
• How do we evaluate our current e-business capabilities?

The Emerging Digital Firm
• In a fully digital firm:
• Significant business relationships are digitally enabled and mediated
• Core business processes are accomplished through digital networks
• Key corporate assets are managed digitally
• Digital firms offer greater flexibility in organization and management

• Time shifting, space shifting
Figure 1.1 Google circa 1998
Source: Wayback machine archive: http://web.archive.org/web/19981111183552/google.stanford.edu
E-Business Innovation and Opportunity
• Since Google was launched in 1998 which e-business start-ups have
transformed the way we work, live and play?
• How has Google innovated in search and its business table?

Timeline of websites indicating innovation in business
model or marketing communication approach
Year Founded Company/Site Category of innovation and Business Model
1994 Amazon Retailer

1995 (March) Yahoo! Directory and Portal
1995 (September) eBay Online Auction
1995 (December) AltaVista (altavista.com) Search Engine
1996 Hotmail (Hotmail.com) Web based Email, Viral Marketing (Using e-mail signature
to promote service)
Purchased by Microsoft in 2003
1998 Google Search Engine
1999 Blogger (blogger.com) Blog publishing platform (Purchased by Google in 2003
2004 Facebook Social Network applications and groups
(facebook.com)
2005 YouTube (youtube.com) Video Sharing and rating
The Impact of the Internet on Business
• During the same period managers at established businesses have had to
determine how to apply new electronic communication technologies to
transform their organisations.
• Innovation in e-business is relentless, with the continuous introduction of

new technologies, new business models and new communication
approaches.
• To review technologies and communication approaches for their potential

to make their business more competitive and also manage ongoing risks
such as security and performance.
The Most Popular categories of apps in order
of popularity on Smart Phones
1. Games
2. Music
3. Social Networking
4. News/Weather
5. Maps/Navigation
6. Video / Movies
7. Entertainment/Food
8. Sports
9. Communication
10. Banking/Finance
Important Questions for Managers
• Organisation’s capability to manage technology-enabled change is the
essence of successfully managing e-business.
• We will explore approaches managers can use to assess the relevance

of different e-business opportunities and then devise and implement
strategies to exploit the opportunities.
• Also explore how to manage more practical risks such as delivering a

satisfactory service quality, maintaining customer privacy and
managing security.
What is E-Commerce and E-Business?
• E-Commerce: An electronically mediated transactions between an
organisation and its external stakeholder
Different perspective for e-commerce:
• A communication perspective – The delivery of information, product

or service or payment by electronic means.
Different perspective for e-commerce:
• A Business process perspective – The application of technology

towards the automation of the business transaction and workflow.
• A service perspective – Enabling cost cutting at the same time as
increasing the speed and quality of the service delivery.
• An online perspective – the buying and selling of products and
information online.
• When evaluating the strategic impact of e-commerce it is useful to
identify opportunities for buy-side and sell-side e-commerce
transactions.
Figure 1.2 The distinction between buy-side and sell-side e-commerce
E-Business
• An electronically mediated information exchange, both within an
organisation and with all stakeholders supporting the range of
business processes.
Figure 1.3 Three definitions of the relationship between e-commerce and e-business
Intranet and Extranet
• Many e-business application that access sensitive company
information requires access to be limited to qualified individuals or
partners.
• If information is restricted to employee inside an organisations, this is

an intranet.
• If access to an organisation’s web services is extended to others, but

not everyone beyond the organisations, this is an extranet.
Figure 1.4 The relationship between intranets, extranets and the Internet
The main benefit of intranet (in a survey)
mentioned by managers are:
• Improved information sharing (Customer Service)
• Enhanced communication and information sharing (communication)
• Increased consistency of information (Customer Service)
• Increased accuracy of information (Customer Service)
• Reduced or eliminated processing
• Easier organisational publishing
Different type of Sell-side e-commerce
• Not every product is suitable for sale online, so the way in which a
website is used to market product will vary. The five main type of
online presence for sell-side e-commerce, each have different
objectives and are appropriate for different markets.
1. Transactional e-commerce sites

2. Service-oriented relationship-building websites
3. Brand-building sites
4. Portal, publisher or media sites
5. Social Network
Digital Marketing
• It involve using online channels like web, e-mail, databases, plus
mobile/wireless and digital TV to support marketing activities aimed
at profitable acquisition and retention of customers … within a multi-
channel buying process and customer lifecycle.
The Six key types of digital media channels
• There are many online communication techniques which marketers
must review as part of their e-business communication strategy or as
part of planning an online marketing campaign.
Figure 1.6 Online and offline communications techniques for e-commerce
Supply Chain Management
• Supply chain management (SCM) is the coordination of all supply
activities of an organization from its suppliers and delivery of its
product to its customers.
Figure 1.9 Evolution of web technologies
Source: Adapted from Spivack, 2009.
Business or Consumer Models of e-commerce
transactions
• It is common to describe e-commerce transaction between an
organization and its stakeholder according to whether they are
primarily with consumer (business to consumer – B2C) or other
businesses (business-to-business –B2B).
Summary and examples of transaction alternatives between businesses,
Figure 1.10
consumers and governmental organizations

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E-Business

• Class Participation: 10 marks

• Summarize the main reasons for adoption of e-commerce and e-

• Outline the ongoing business challenges of managing e-business and

• What is the full range of benefits of introducing e-business and what

• How do we evaluate our current e-business capabilities?

• Digital firms offer greater flexibility in organization and management

• How has Google innovated in search and its business table?

1994 Amazon Retailer

• Innovation in e-business is relentless, with the continuous introduction of

• To review technologies and communication approaches for their potential

• We will explore approaches managers can use to assess the relevance

• Also explore how to manage more practical risks such as delivering a

• A communication perspective – The delivery of information, product

• A Business process perspective – The application of technology

• If information is restricted to employee inside an organisations, this is

• If access to an organisation’s web services is extended to others, but

1. Transactional e-commerce sites

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