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E-BUSINESS STRATEGIES
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CONTENT:1.Introduction
2.Market strategy
3.E-Business Architecture
4.E-business Infrastructure Objective
5.E-business Application
6.E-Business Model
7.E-business intelligence as E-business strategy
8.The purpose of E-business Intelligence
9.E-marketing Strategy
10.Architectural Component
11.Architecture Security
12.E-commerce Software
INTRODUCTION:
Electronics Business commonly referred to as "eBusiness" or "e-business", may be defined as
the application of information and communication technologies in support of all the activities of
business. Commerce constitutes the exchange of products and services between businesses,
groups and individuals and can be seen as one of the essential activities of any business.
Electronic commerce focuses on the use of ICT to enable the external activities and relationships
of the business with individuals, groups and other businesses .
Louis Gerstner, the former CEO of IBM, in his book, Who Says Elephants Can't Dance?
attributes the term "e-Business" to IBM's marketing and Internet teams in 1996.
Electronic business methods enable companies to link their internal and external data processing
systems more efficiently and flexibly, to work more closely with suppliers and partners, and to
better satisfy the needs and expectations of their customers.
In practice, e-business is more than just e-commerce. While e-business refers to more strategic
focus with an emphasis on the functions that occur using electronic capabilities, e-commerce is a
subset of an overall e-business strategy. E-commerce seeks to add revenue streams using the
World Wide Web or the Internet to build and enhance relationships with clients and partners and
to improve efficiency using the Empty Vessel
E-BUSINESS ARCHITECTURE:
Few in business today are unaware of the power of e-business to transform whole organizations.
Yet any organization hoping to exploit its potential must develop an infrastructure that can cope
with the demands of e-business. Are you prepared? Many e-Business opportunities fail due to
inadequate infrastructure. With Building the e-Business Infrastructure
Put simply, e-business is the application of sound business principles via modern, global,
technology-based communications media. As such, it reaches far and wide, affecting everyone
from staff to management, players to competitors. e-Business must address business models,
values, operational dynamics and include both audience and enterprise.
Infrastructure determines how easily corporations can respond to the increasingly urgent
demands of its executives, how they can respond to the 'fast-food' data requirements of modern
business, and the competitive nature of a global marketplace.
The technical infrastructural elements of e-business consist of Internet and server technologies,
hardware and software. That is, the Internet, intranets, extranets, networks, security solutions and
a myriad of applications promoting customer relationship management, knowledge management,
business intelligence, integrated supply chain management and many others. However,
infrastructure is much more than technology. It is the dynamic interaction and management of
strategy, skilled people, tools and processes. It drives and must be driven by e-business.
Infrastructure is a major issue today as it is the crucial determinant of how easily corporations
can respond to the increasingly urgent demands of their executives. We need it now is an ebusiness mantra. IT directors can only deliver if they have an appropriate infrastructure. This
Report illustrates how companies are setting about meeting the challenge of building the ebusiness infrastructure.
We view infrastructure not only in terms of technology but also in the wider context of:
The Report will resonate most with senior IT executives but is in fact highly relevant to senior
business executives technology is merely the context for what is essentially an organizational
and management issue.
E-BUSINES INFRASTRUCTURE OBJECTIVE:
Comprehensive integration of enterprise partners to streamline business processes and to develop
effective collaboration amongst them for utilizing the extended trading network to add value.
For effective collaboration, interoperability is the theme for standardization.
Interoperability
Technical interoperability consists of the common methods and shared services for the
communication, storage, processing and presentation of data.
Process interoperability is a prerequisite for devices and platforms that talk to one
another and services that are portable from platform to platform.
Standardisation
We divided the E-business Infrastructure development for application into four different parts
that is :
1. A shared digital business infrastructure, including digital production and distribution
technologies
(broadband/wireless
networks,
content
creation
technologies
and
information management systems), which will allow business participants to create and
Load balancers
Application servers
Database servers
File servers
Storage hardware
The software environment that runs on this hardware can be equally complex, and may include:
E-BUSINESS APPLICATION
Software Perspective
How to build an infrastructure for a trusted e-business websites:
This section will focus on the software, websites requirements to implement e-services or
business. In most e-business infrastructures to secure access to e-business websites, we should
include two basic components in order to allow users to securely perform online transactions:
Digital certificates for web servers, providing guarantees of authentication, privacy and
data integrity through encryption. Digital certificates can be issued by mediators called
Certificate Authorities (CAs) to authenticate the seller to the buyer and vice versa.
Secure e-payment system and management, to allow e-business sites to secure and
automatically accept, manage and process online payments. This can be usually organized
with owners banks. Websites will be securely connected to the buyers bank accounts. Once
an online transaction is secured executed, the money should be directly transferred from the
seller to the buyer account. This process should be performed in a fast, reliable and secure
way. Those 3 elements (i.e. reliability, performance and security) are vital to the success of
any e-business website.
Electronic business is any information system or application that empowers business processes.
Today this is mostly done with web technologies.
E-business applications can be divided into three categories:
1.
Knowledge management
Workflow management
Process control
Voice mail
Discussion forums
Chat systems
Data conferencing
3. Electronic commerce:
(Business-to-business electronic commerce or business-to-consumer electronic commerce)
E-marketing
Enterprises are generally characterized by the type of commercial relationships they maintain.
Dedicated terms therefore exist to quality this type of relationship:
B To B (Business To Business, sometimes written B2B) means a commercial relationship
business to business based on the use of a numerical support for the exchange of
information.
B To C (Business To Consumer, sometimes written B2C) means a relationship between a
company and the public at large (individuals). This is called electronic commerce, whose
definition is not limited to sales, but rather covers all possible exchanges between a
company and its clients, from the request for an estimate to after-sales service;
B To A (Business To Administration, sometimes written B2A) means a relationship
between a company and the public sector (tax administration, etc.) based on numerical
exchange mechanisms (tele-procedures, electronic forms, etc.).
As an extension of these concepts, the term B To E (Business To Employees, sometimes written
B2E) has also emerged to refer to the relationship between a company and its employees, in
particular through the provision of forms directed at them for managing their career, vacation, or
their relationship with the company committee.
It is widely acknowledged today that new technologies, in particular access to the Internet, tend
to modify communication between the different players in the professional world, notably:
relationships between the enterprise and its clients,
the internal functioning of the enterprise, including enterprise-employee relationships,
The relationship of the enterprise with its different partners and suppliers.
E-BUSINESS INTELLIGENCE AS COMPETITIVE EBUSINESS STRATEGY
E-business intelligence gives critical Internet market feedback to an enterprise. It is an
enterprises method for measuring and managing return on investment (ROI). However, the
biggest oversight about determining Internet ROI is the inadequacy of meaningful metrics to
measure it. Current metrics are limited to web site effectiveness, not the impact of the entire
Internet on the business. They answer the what? But not the how or why of what happened on
the Internet. They suffer from limited availability, coverage, and effectiveness. As an example,
real world measurements exist for down time, system reliability, quick ratios, and cycle time; but
not for advertising effectiveness, site comprehensiveness, or audience satisfaction. Enterprises
are missing windows of opportunity by not capturing and monitoring the appropriate metrics.
The answer to these types of questions becomes the fuel for future business strategies/models.
Then upon implementation, these strategies are monitored for their impact and effectiveness on
ROI.
New Revenue Generating E-business Models
Proactive enterprises are capitalizing on Internet opportunities using new E-business models.
These models are:
The Internet affects all areas of your online and offline enterprise. These areas include:
Corporate Communications Are sites involved with cyber smearing? Increased Internet
usage could mean added exposure to attacks on your companies good name. For example,
are sites promulgating untruths or rumours about your products/services or ruining corporate
reputation
by
associating
your
communications
with
pornography?
Unsavoury
Infrastructure Are sites incorporating the optimal technologies? Dont be the first to
adopt bleeding technology, but then again, dont be the last either. Interface design, applets,
and cutting edge applications/tools can become the stuff of great web sites.
Interactive Are sites doing what it takes to attract and keep customers? There is first
mover advantage when signing with the best affiliates but are they respecting exclusive,
noncompeting clauses and other guidelines and not diverting traffic? Are sites wrongfully
implying or claiming a relationship with your business? The inability to control how your
brand or services are characterized on unauthorized sites has the potential of negatively
affecting your bottom line while improving theirs.
Strategy Are sites aware of what their partners are doing? Relationships that work in the
conventional offline world may not be advantageous in the online world where geographical
boundaries are non-existent. This produces additional issues concerning product pricing,
supplier relationships, management, and distribution channels.
Understanding the scope the Internet represents. The Internet changes every second of
every day. It is growing exponentially from its estimated 800 million pages with no end in
sight. This is not a matter for guessing. It is critical that you have the correct answers to
questions such as:
What is our exposure on the Internet?
Do we have adequate tracking and trending information?
What issues will affect the bottom line today and in the future?
How do we position for growth?
Putting together numbers, contingencies, and scenarios that simulate or project possible
outcomes can help baseline what types of trends can and should be tracked over time.
Developing policies and procedures. All web sites are not created equal. This justifies
applying different consequences and treatment for those that violate your business.
Depending upon the offensiveness and offense, appropriate responses from your business
come from official corporate policies and procedures. For example, unsanctioned web sites
can be divided into four categories. Those that are unprofitable are ignored by your business;
those that are positive can be either exploited or sanctioned by you; those that are negative
require correction and monitoring to ensure continued compliance; those that are illegal must
be eliminated.
E-Marketing Strategy
In general terms, an e-marketing strategy consists of the steps taken and procedures followed for
marketing a brand through the web. The centre of attraction in any e-marketing strategy is the
website of the company to which Internet users are to be attracted for increasing sales. But
firstly, the company's website needs to be in a proper design, format, attractive, and one that will
have a good impression on prospective buyers.
Read more on:
A study conducted shows that around 90% of Americans use the Internet daily, with over 2/3rd
of purchases being researched on the Internet. Search Engine Optimization (SEO) is a procedure
that relates to attracting Internet traffic to your website as much as possible. SEO is crucial for
online marketing success of your business. It includes optimizing your website in such a way that
your site would be ranked on the initial pages of the search, so that the web users can visit your
website for the contents they are in search of. This is done using keyword phrases that the users
generally put in the Internet search engines for searching a particular product or service.
Email Marketing Strategy
Another important component of an effective e-marketing strategy is email marketing which is
all about sending information of the product and services to the potential customers using email.
This is a proven effective method of using online marketing as an efficient tool for business
generation. It is also a very good business marketing technique for building good business
relations with potential customers, as well as prospective clients.
Online Advertising
Online advertising is a marketing method, that has a very substantial Return On Investment
(ROI) value. It consists of placing advertisements of products and services on the company
website, sites which are ranking on the first pages of the search engine, and sites which are
getting a considerable amount of traffic from Internet users. Internet affiliate marketing is a very
good example of online advertising, which relates to paying your company's product advertiser
as per the sales generation.
Online Newsletters
You can even think of online newsletters as a decent way to pass on product information for
promoting your product and services. Businesses generally issue online newsletters to regular
customers for letting them know what new introductory offers are available and which new
products are likely to be launched. Unlike email marketing, these online newsletters are issued at
regular time intervals.
ARCHITECTURAL COMPONENTS:
Client Workstations
Web Server
Transaction Server
Database Server
Network Communications
Back-End Systems
Web Page
With Data
Purchases
via
Phone
Or
Mail Order
ARCHITECTURAL SECURITY:
Firewalls
SECURITY:
Firm B
ERP systems
EDI systems
Third-party software
Proprietary software
Key #2: Customization
Customization Wizards / Programmatically
Cohesion: Function Relationship of Modules
Coupling: Dependency of Modules
High cohesion + Low coupling = Easier customization
Key #3: Build or Buy
Build:
Requires technical skills in all systems / software
Can customize to specifications
Can be less expensive (if technical skills exist)
Long development time
Keeping-up with technological advances
Result -- Sub-optimal software (compared to off-the-shelf solutions)
Key #3: Buy
Buy:
Best practices
Quicker development
Higher cost
May lack in-house knowledge to fully leverage system.
Reference: E-Business and E-commerce, Dave Chaffey,3rd Edition, Pearson education.