Management Information Systems

MANAGING THE DIGITAL FIRM, 12

TH
EDITION
E-COMMERCE: DIGITAL MARKETS,
DIGITAL GOODS
Chapter 10
Management Information Systems
What are the unique features of e-commerce, digital
markets, and digital goods?
What are the principal e-commerce business and revenue
models?
How has e-commerce transformed marketing?
How has e-commerce affected business-to-business
transactions?
What is the role of m-commerce in business and what are
the most important m-commerce applications?
What issues must be addressed when building an
e-commerce Web site?
Learning Objectives
CHAPTER 10: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS
Prentice Hall 2011 2
Management Information Systems
Problem - Differentiate a burger restaurants
services in crowded marketplace (Manhattan)
Solution Utilize social networking and
crowdsourcing for marketing and services
Ordering via iPad, online
Customers can create and name own sandwiches
Twitter, Facebook, Foursquare integration
Illustrates: Use of information systems to create
new products and services
Demonstrates: Use of social networking
technologies as marketing tool

4FOOD: Burgers Go Social
CHAPTER 10: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS
Prentice Hall 2011 3
Management Information Systems
E-commerce today:
Use of the Internet and Web to transact
business; digitally enabled transactions
Began in 1995 and grew exponentially, still
growing even in a recession
Companies that survived the dot-com bubble
burst and now thrive
E-commerce revolution is still in its early
stages

E-commerce and the Internet
CHAPTER 10: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS
4 Prentice Hall 2011
Management Information Systems
E-commerce and the Internet

THE GROWTH OF E-COMMERCE
Retail e-commerce revenues grew 1525 percent per year until the recession of 20082009, when they
slowed measurably. In 2010, e-commerce revenues are growing again at an estimated 12 percent annually.
FIGURE 10-1
CHAPTER 10: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS
Prentice Hall 2011 5
Value chain analysis
Gather Distribution Organise Select Synthesis
Traditional value chain
IT Value Chain
Evolution of various E-commerce models

Continuous creativity
D
y
n
a
m
i
c

C
o
l
l
a
b
o
r
a
t
i
o
n



C
a
p
a
b
i
l
i
t
y

Lower
Higher


Single

Multiple
E publishing
E Shop/
E procure
E mall
E Auction
Virtual
Community
Knowledge
Services
E Shop/
E procure
Collaborative
Platform
E market
Integration
Of industry
Value chain
Example of Ford motor company
Level-1: 1995- launched an electronic brochure as an
advertising medium and source of intelligence.
Level-2: Integrated business processes through
internet/intranet. The model is still replicable.
Level-3: Ford, GM, Chrysler & Toyota created the
Automotive network exchange (ANX) to allow
suppliers to be connected through common
infrastructure and lower cost of purchasing through
coopetition.
E-business model primary interaction.
Trading partner
Supply chain
management
Distributor
Customer
Relationshi
p
Managemen
t
Core Operations
Supplier
Service
Sales
Management Information Systems
Why e-commerce is different 8 unique features
1. Ubiquity
Internet/Web technology available everywhere:
work, home, etc., anytime.
Effect:
Marketplace removed from temporal, geographic
locations to become marketspace
Enhanced customer convenience and reduced
shopping costs



E-commerce and the Internet
CHAPTER 10: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS
10 Prentice Hall 2011
Management Information Systems
8 unique features (cont.)
1. Global reach
The technology reaches across national
boundaries, around Earth
Effect:
Commerce enabled across cultural and national
boundaries seamlessly and without modification
Marketspace includes, potentially, billions of
consumers and millions of businesses worldwide

E-commerce and the Internet
CHAPTER 10: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS
11 Prentice Hall 2011
Management Information Systems
8 unique features (cont.)
1. Universal standards
One set of technology standards: Internet
standards
Effect:
Disparate computer systems easily communicate with each
other
Lower market entry costscosts merchants must pay to bring
goods to market
Lower consumers search costseffort required to find
suitable products


E-commerce and the Internet
CHAPTER 10: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS
12 Prentice Hall 2011
Management Information Systems
8 unique features (cont.)
1. Richness
Supports video, audio, and text messages
Effect:
Possible to deliver rich messages with text, audio,
and video simultaneously to large numbers of
people
Video, audio, and text marketing messages can be
integrated into single marketing message and
consumer experience

E-commerce and the Internet
CHAPTER 10: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS
13 Prentice Hall 2011
Management Information Systems
8 unique features (cont.)
1. Interactivity
The technology works through interaction with
the user
Effect:
Consumers engaged in dialog that dynamically
adjusts experience to the individual
Consumer becomes co-participant in process of
delivering goods to market


E-commerce and the Internet
CHAPTER 10: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS
14 Prentice Hall 2011
Management Information Systems
8 unique features (cont.)
1. Information density
Large increases in information densitythe
total amount and quality of information
available to all market participants
Effect:
Greater price transparency
Greater cost transparency
Enables merchants to engage in price discrimination


E-commerce and the Internet
CHAPTER 10: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS
15 Prentice Hall 2011
Management Information Systems
8 unique features (cont.)
1. Personalization/Customization
Technology permits modification of messages,
goods
Effect
Personalized messages can be sent to individuals as
well as groups
Products and services can be customized to
individual preferences


E-commerce and the Internet
CHAPTER 10: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS
16 Prentice Hall 2011
Management Information Systems
8 unique features (cont.)
1. Social technology
The technology promotes user content
generation and social networking
Effect
New Internet social and business models enable
user content creation and distribution, and support
social networks


E-commerce and the Internet
CHAPTER 10: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS
17 Prentice Hall 2011
Management Information Systems
Key concepts in e-commerce
Digital markets reduce
Information asymmetry
Search costs
Transaction costs
Menu costs
Digital markets enable
Price discrimination
Dynamic pricing
Disintermediation

E-commerce and the Internet
CHAPTER 10: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS
18 Prentice Hall 2011
Management Information Systems
Key concepts in e-commerce
Digital goods
Goods that can be delivered over a digital network
E.g. Music tracks, video, software, newspapers, books
Cost of producing first unit almost entire cost of
product: marginal cost of 2nd unit is about zero
Costs of delivery over the Internet very low
Marketing costs remain the same; pricing highly
variable
Industries with digital goods are undergoing
revolutionary changes (publishers, record labels, etc.)

E-commerce and the Internet
CHAPTER 10: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS
19 Prentice Hall 2011
Management Information Systems
Types of e-commerce
Business-to-consumer (B2C)
Business-to-business (B2B)
Consumer-to-consumer (C2C)
Mobile commerce (m-commerce)


E-commerce: Business and Technology
CHAPTER 10: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS
20 Prentice Hall 2011
Management Information Systems
E-commerce business models
Portal
E-tailer
Content Provider
Transaction Broker
Market Creator
Service Provider
Community Provider

E-commerce: Business and Technology
CHAPTER 10: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS
21 Prentice Hall 2011
Management Information Systems
E-commerce revenue models
1. Advertising
2. Sales
3. Subscription
4. Free/Freemium
5. Transaction Fee
6. Affiliate

E-commerce: Business and Technology
CHAPTER 10: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS
22 Prentice Hall 2011
Management Information Systems
Most popular Web 2.0 service: social networking
Social networking sites sell banner ads, user preference
information, and music, videos and e-books
Social shopping sites
Swap shopping ideas with friends (Kaboodle, ThisNext)
Wisdom of crowds/crowdsourcing
Large numbers of people can make better decisions about
topics and products than a single person
Prediction markets:
Peer-to-peer betting markets on specific outcomes
(elections, sales figures, designs for new products)

E-commerce: Business and Technology
CHAPTER 10: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS
23 Prentice Hall 2011
Management Information Systems
Read the Interactive Session and discuss the following questions

What concepts in the chapter are illustrated in this case?
Describe the weaknesses of Facebooks privacy policies and
features. What management, organization, and technology factors
have contributed to those weaknesses?
List and describe some of the options that Facebook managers
have in balancing privacy and profitability. How can Facebook
better safeguard user privacy? What would be the impact on its
profitability and business model?
Do you anticipate that Facebook will be successful in developing a
business model that monetizes their site traffic? Why or why not?
E-commerce: Business and Technology

FACEBOOK: MANAGING YOUR PRIVACY FOR THEIR PROFIT
CHAPTER 10: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS
Prentice Hall 2011 24
Management Information Systems
E-commerce marketing
Internet provides marketers with new ways of
identifying and communicating with customers
Long tail marketing: Ability to reach a large
audience inexpensively
Behavioral targeting: Tracking online behavior of
individuals on thousands of Web sites
Advertising formats include search engine
marketing, display ads, rich media, and e-mail

E-commerce: Business and Technology
CHAPTER 10: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS
25 Prentice Hall 2011
Management Information Systems
E-commerce: Business and Technology
WEB SITE VISITOR TRACKING
E-commerce Web sites have tools to track a shoppers every step through an online store. Close
examination of customer behavior at a Web site selling womens clothing shows what the store might learn
at each step and what actions it could take to increase sales.
FIGURE 10-3
CHAPTER 10: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS
26 Prentice Hall 2011
Management Information Systems
E-commerce: Business and Technology
WEB SITE
PERSONALIZATION
Firms can create unique
personalized Web pages that
display content or ads for
products or services of special
interest to individual users,
improving the customer
experience and creating
additional value.
FIGURE 10-4
CHAPTER 10: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS
27 Prentice Hall 2011
Management Information Systems
E-commerce: Business and Technology
HOW AN
ADVERTISING
NETWORK SUCH
AS DOUBLECLICK
WORKS
Advertising networks
have become
controversial among
privacy advocates
because of their ability
to track individual
consumers across the
Internet.
FIGURE 10-5
CHAPTER 10: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS
28 Prentice Hall 2011
Management Information Systems
M-commerce
Although m-commerce represents small
fraction of total e-commerce transactions,
revenue has been steadily growing
Location-based services
Banking and financial services
Wireless advertising and retailing
Games and entertainment

The Mobile Digital Platform and Mobile E-commerce
CHAPTER 10: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS
29 Prentice Hall 2011
Management Information Systems
The Mobile Digital Platform and Mobile E-commerce
CONSOLIDATED MOBILE COMMERCE REVENUES
Mobile e-commerce is the fastest growing type of B2C e-commerce although it represents only a small
part of all e-commerce in 2010.
FIGURE 10-9
CHAPTER 10: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS
30 Prentice Hall 2011
Management Information Systems
Assembling a team with the skills required to
make decisions about:
Technology
Site design
Social and information policies
Hardware, software, and telecommunications
infrastructure
Customers demands should drive the sites
technology and design

Building an E-commerce Web Site
CHAPTER 10: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS
31 Prentice Hall 2011
Management Information Systems
Business decisions drive the technology not the
reverse
Business objectives
Capabilities the site should have
E.g. execute a transaction payment
System functionality
Technological capability to achieve this objective
E.g. a shopping cart or other payment system
Information requirements
E.g. secure credit card clearing, multiple payment
options

Building an E-commerce Web Site
CHAPTER 10: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS
32 Prentice Hall 2011
Architecture for Web Portals
User Interface
Content Management Service Collaboration Service Personalization Service
JSR 168 Portal Container
WSRP
Adapter
Portal Adapter
Application Server (J2EE)
Portal API
Content
Management
Portal System
Management
Collaboration
Management
Personalization
Management
Ontology Application Manager
ERP
Application
Other
OLTP DB
Data
Warehouse
OLAP
DB
Document
Repogitory
WorldWide
Web
New&Feed
Real-Time
Event eto
Ontology
Repository
Sysrem
Config
Sysrem
Config
Access
Control
Portal
Server
Backend
Application
Service
Portlet
Management Information Systems
Unauthorised access.
Root compromise
Packet sniffers
Denial of Service.
Malicious code.
Internet Infrastructure attack
Phishing attacks
Repudiation of trust



Major vulnerabilities
Security in E-Commerce
Prentice Hall 2011 34