cps 181s principles of effective ecommerce tuesday & thursday 3:50 - 5:05p lsrc d 240
TRANSCRIPT
CPS 181sCPS 181sPrinciples of Effective eCommercePrinciples of Effective eCommerce
Tuesday & Thursday 3:50 - 5:05p
LSRC D 240
IntroductionsIntroductionsIntroductionsIntroductions
Richard LucicOffice D 310 [email protected] Hours: W&F 3:00-5:00p or by
appointment
IntroductionsIntroductionsIntroductionsIntroductions
NameYearMajorWhat you hope to get out of the course
Course OverviewCourse OverviewCourse OverviewCourse Overview
Curriculum 2000 Research & Writing Requirements
Business Oriented Student-centric LearningWriting & Class Discussion Assignments
Case Studies In-class Labs
Guest Lectures Team Semester Project
Writing AssignmentsWriting AssignmentsWriting AssignmentsWriting Assignments
Journal Entry (BlackBoard)Writing TeamsExplore New IdeasExpress Opinions & ThoughtsConduct Critical AnalysisExpress Opinions, Challenge ContradictionsFocus on Ideas and Concepts500 Words - Bring Hardcopy to Class on
Discussion Day
Writing Assignments….Writing Assignments….Writing Assignments….Writing Assignments….
Case StudiesOne Original Entry and One ResponseResponse RotationsStart New Thread for Original, Responses Follow Previous Author’s Thread
Team Semester ProjectTeam Semester ProjectTeam Semester ProjectTeam Semester ProjectSelect Team MembersPropose a Market OpportunityDevelop Business ModelDevelop Customer Interface StrategyMid-Term Progress ReportDesign & Implement eCommerce Site and Customer
InterfacePropose Implementation Strategy & Success MetricsFinal Project Presentation to “Venture Capital
Investors”
Plan your semester!!!Plan your semester!!!
Tools ProvidedTools ProvidedTools ProvidedTools ProvidedA Dell PII Server for Each TeamMicrosoft Windows XP ProMicrosoft OfficeMicrosoft AccessMicrosoft Visual Studio 6.0VisNetic Website Server (installed in class)Dreamweaver MXTerminal Services (remote terminal access)Adobe Acrobat ReaderRealPlayer/Flash/Shockwave (players)
Team ServersTeam ServersTeam ServersTeam Servers
Don’t Break It!Don’t Compromise Your Security!Make Backups Often!
GradingGradingGradingGrading
20% Class Participation30% Weekly Writing Assignments & Responses10% Midterm Team Project Report40% Semester Team Project
Course ResourcesCourse ResourcesCourse ResourcesCourse ResourcesBooks
Texts - Laudon & Travers, Nelson & NelsonDesign - Web Pages That Suck http://www.webpagesthatsuck.com
High Tech Start Up by John L. Nesheim http://www.startupweb.com
The Death of e and the Birth of the Real New Economy by Fingar and Aronica
Yale Web Style GuideClass Sites
Course Site http://www.cs.duke.edu/courses/spring03/cps181s
BlackBoard http://courses.duke.edu
Course Resources…..Course Resources…..Course Resources…..Course Resources…..Other Sites
World Wide Web Consortium http://www.w3.org
ACM SIGecom http://www.acm.org/sigecom/exchanges/
Rappa/NCSU http://digitalenterprise.org/index.html
Webmonkey http://www.webmonkey.com
PCMagazine http://www.pcmag.com/category/0,2999,s%253D1504,00.asp
C/net Web Building http://www.builder.com
Yale Web Style Guide http://info.med.yale.edu/caim/manual/contents.html
Creative Good http://www.creativegood.com
e-Business Best Practices http://www.zdnet.com/enterprise/e-business/bphome/
Microsoft.Net http://msdn.microsoft.com
IBM e-Business http://www-3.ibm.com/e-business Java Developer Community http://www.jroundup.com
eCommerce Framework - Part 1eCommerce Framework - Part 1
CPS 181s
Jan 9, 2003
QuestionsQuestionsQuestionsQuestions
What is eCommerce? What are the distinct categories of
eCommerce? How is eCommerce different from
traditional commerce? Why study eCommerce? What is the eCommerce decision-making
process?
Strategic FrameworkStrategic FrameworkStrategic FrameworkStrategic FrameworkeCommerce Strategy ProcesseCommerce Strategy Process
Framing the marketDefining the business modelCustomer interfaceMarket communicationsBranding, implementation, and evaluation
Strategic FrameworkStrategic FrameworkStrategic FrameworkStrategic Framework
eCommerce PlatformseCommerce Platforms
Network infrastructureConvergence of media
What is eCommerce?What is eCommerce?What is eCommerce?What is eCommerce?
Exchanged of digitized information
Technology-enabled transactions
Technology-mediated relationships
Intra- and Inter-organizational activities
DefinitionDefinitionDefinitionDefinition
eCommerce can be eCommerce can be formally defined as…formally defined as…
technology-mediated exchanged between parties (individuals, organizations, or both) as well as the electronically based intra- or inter-organizational activities that facilitate such exchanges.
B-2-BB-2-BB-2-BB-2-B
Business-to-Business (B-2-B)
New cooperation, merger, consortiums
B-2-CB-2-CB-2-CB-2-C
Business-to-Consumer (B-2-C)
Front office frequently tracked
C-2-CC-2-CC-2-CC-2-C
Consumer-to-Consumer (C-2-C)
Between and among
Auction exchanges
C-2-BC-2-BC-2-BC-2-B
Consumer-to-Business (C-2-B)
Economically motivated or social advocacy
Four Categories of eCommerce
B2B
B2C
C2B
C2CConsumers
Business
And selling
to...
Business originating from...Business Consumers
eCommerce / Traditional eCommerce / Traditional CommerceCommerce
eCommerce / Traditional eCommerce / Traditional CommerceCommerce
Core strategic decisions are
technology-based
Real-time competitive
responsiveness
First Mover Advantage
24 X 7
Technology-BasedTechnology-BasedCustomer InterfaceCustomer InterfaceTechnology-BasedTechnology-BasedCustomer InterfaceCustomer Interface
Screen-to-face interaction
Monitors
ATMs
PDAs
WAP
Technology-BasedTechnology-BasedCustomer InterfaceCustomer InterfaceTechnology-BasedTechnology-BasedCustomer InterfaceCustomer Interface
Screen-to-face interaction
sales
costs
organizational and technology costs
Customer InteractionCustomer InteractionCustomer InteractionCustomer Interaction
Customer
Time controlled by customer
Seller
Entices, influences, and targets
Uses history and demographics
Customer BehaviorCustomer BehaviorCustomer BehaviorCustomer Behavior
Third-party measurement firms
Extensive tracking capabilities
Real-time financial estimates
NetworkNetworkEconomicsEconomics
NetworkNetworkEconomicsEconomics
Metcalf’s Law
the value of a network to a user is proportional to the number of users squared
Network economics
positive feedback
increased returns
Benefits of eCommerceBenefits of eCommerceBenefits of eCommerceBenefits of eCommerce
Nontraditional Performance Nontraditional Performance Metrics and Emergent Metrics and Emergent
Valuation ModelsValuation Models
Nontraditional Performance Nontraditional Performance Metrics and Emergent Metrics and Emergent
Valuation ModelsValuation Models
No widely acceptable methods to measure eCommerce business performance
Historic measurements not full measurements
Some new methods are being devised
34
U.S. Online Population Forecasts by Researcher
Population (Millions)
Growth in Number of Internet UsersGrowth in Number of Internet Users
The Internet Becomes PervasiveThe Internet Becomes PervasiveThe Internet Becomes PervasiveThe Internet Becomes Pervasive
Host Growing at 45% per YearTime to Reach 30% of Households
Radio – 38 YearsTV – 17 YearsInternet/Web – 8 Years
Limitations of B2C GrowthLimitations of B2C GrowthLimitations of B2C GrowthLimitations of B2C Growth
eCommerce I & IIeCommerce I & IIeCommerce I & IIeCommerce I & II
eCommerce IExplosive Growth Starting in 1995Widespread Use of Web to Advertise ProductsEnded in 2000 When dot.com’s Began to collapse
eCommerce IIBegan in January 2001Reassessment of eCommerce by Companies
eCommerce I & II ComparedeCommerce I & II ComparedeCommerce I & II ComparedeCommerce I & II Compared
Select Team MembersSelect Team MembersSelect Team MembersSelect Team Members
3 4-Member Teams1 3-Member Team
Assess WebsitesAssess WebsitesAssess WebsitesAssess Websites
Log into BlackBoard http://courses.duke.edu
Contrast the Effectiveness ofwww.barneys.comwww.honda.comEmail me your analysis [email protected]
Case Study Discussion LeadersCase Study Discussion LeadersCase Study Discussion LeadersCase Study Discussion Leaders
Jan 14 – Amazon.comJan 21 – Planetall.comJan 28 – Virtual VineyardsFeb 4 – Frontgate CatalogFeb 18 – Monster.comMarch 6 – Startup.comMarch 18 – Tom.comApril 8 – James Boyle Paper (IP/Copyright
Issues)
Amazon.com Case StudyAmazon.com Case StudyAmazon.com Case StudyAmazon.com Case Study1. Evaluate the Amazon.com website. What aspects of the
interface design, features, and functionality represent key strengths and weaknesses?
2. How would you account for Amazon.com’s success in becoming the Web’s most prominent retail site and one of its best known brands?
3. How is information captured on the Amazon.com site? How does Amazon.com use that information to create value for users?
4. What role do virtual communities play in enhancing users’ experiences at Amazon.com? Are virtual communities central or peripheral to the site’s efficiency and effectiveness as an online retailer?