Table of content• Overview of the company

• Potential opportunities profitable form this E-business

• Business and Revenue Models

• Potential Customers

• Market Places

• Customer behavior

• E-Security Techniques

• Suggestions

Overview of the GUC:

The German University in Cairo is one of the biggest universities in Egypt, The

German University in Cairo, GUC, is an Egyptian Private University founded by the presidential decree

27/2002, according to the law number 101/1992 and its executive regulations number 355/1996. GUC is

established in cooperation with the State Universities of Ulm and Stuttgart, under the patronage of the

Egyptian Ministry of Higher Education, the Ministry of Science, Research and Arts, State of Baden-

Wurttemberg, Germany, and supported by the German Academic Exchange Service (DAAD), the

German Embassy in Cairo, the Arab/German Chamber of Industry and Commerce (AHK) and the Federal

Ministry of Education and Research, Germany.

GUC Advantages:

High-demand, non-traditional fields of study are offered at GUC. Labor market studies indicated the real

and urgent need for such programs, German technical expertise and advancement in the fields of study

are ensured through cooperation with the partner State Universities and other State and Federal German

institutions, Fully accredited courses and degrees by both the Egyptian and the German partner

universities, GUC graduates can proceed directly to continue their postgraduate studies in Germany or

other countries.

Practice-oriented teaching strategies, where up to 50% of the study load is practical courses, thus giving

GUC students the skills needed subsequently in the work environment, Field studies inside and outside

Egypt are included in the study programs, Training opportunities and internships are scheduled during the

study programs, Research project for graduation is mandatory, Partnership and strong links with business

and industry in both Egypt and Germany.

Excellent career opportunities are awaiting GUC graduates in national and multinational organizations,

Excellent learning environment fostering independent individuals with multicultural experience, developing

creativity and originality in GUC students, State-of-the-art technologies and facilities are used in teaching,

learning and research, Very friendly campus life with various athletic, social and cultural activities.

So I think it still needed to add some features like video learning (E-Lecturer) and E-learning in the future.

Potential opportunities profitable form this E-business:-

One of the major targets of the GUC is to enhance student’s education and understanding and let

the academic materials available for each one of them and further more let the missing lectures

available for every one of them.

To achieve this target we introduced a good idea for materials sharing (E-lecturer) which let the

student to access the domain of different professors and watch their lectures , tutorials or labs

which have been recorded on video tabs regarding the student faculty.

E-Lecture will help to put the first step and the backbone of the E-learning in the GUC.

The financial profits that will be gained from the E-Lecturer.

E-lecturer:

E-Lecture is B2C web site to allow the students whom are the customers in our case to review their

lectures, tutorials and labs by watching them online through the GUC Admin system, somehow like

(YOUTUBE) website and sure these videos will not be downloadable in order to maintain the copyright of

these videos to the GUC.

The student can browse the system for certain course lecture or certain professor lecture in the current

season or old ones, then he can watch the selected lecture online with high video and voice quality and

resolution,

E-Business Characteristics

-Cost: the student will pay for subscription per semester, the service will be classified in 3 classes

(A,B, and C) , each class has certain fees and allow different range of resources accessibility.

-Availability: it is available all the time during the semester but it will be supported by extra

servers during the revision week which is the weeks before the main exams (midterm, final,

makeup …..) in order to let students study well from their homes as well as have their revision

tabbed and sent to them with frequently asked questions for each course with direct link to their

lecturer and for sure it will save a lot of money and efforts for students, parents and the university

itself.

Business and Revenue Model:-

We can use the following business models together to maximize the online sales profit.

1. Online direct marketingThe university will sell directly to the students through local website so it will use direct

online marketing as there is direct connection between the students and the publisher, the first represents

the customers and the second represents the administration unit, this model is Successful in the B2C.

Disintermediation (Eliminating all intermediaries) exists as there are no intermediaries between the

students and the administration unit.

2. Deep discounting: getting all offered for the semester has price different from getting just one option

so we encourage them to get the overall package.

Revenue Models

-The subscriptions model: is the major revenue model that the e-business built up on as it is suitable for

this case as selling each lecture or tutorial alone will not fit morally with the university policy

Also categorizing the subscriptions allows the students to choose the best class which fit with them:

-Class A: Lecture subscription, which allows the students from this kind of subscription to access

only the courses lectures

-Class B: Lecture and tutorial Subscription, which allows the students to access the lectures and

tutorials of the semester courses of the professors whom teach these courses

-Class C: Full Subscription (Lecture, Tutorials and labs) which has discount.

-The advertisement model: the system will allow other companies in any field to advertise through the

GUC Web site.

Market Places:• E-Lecturer online model will serve all students as they are all educated and familiar of the intranet

and has the ability to access it, and it is also accessible from home.

• The GUC will use electronic store front which is the University website to display lectures

Market mechanismsThe following mechanism will be use to facilitate the browsing:

• Electronic catalog: consists of courses, lecturer’s database, directory and search capabilities

and a presentation function.

• Search engines: The user can search for certain course lecture by specific information or certain

word or the lecturer name or the course or the lecturer first letter

Consumer behavior Customer RelationThe online model will allow personalization of communication, as from the online system it will be

available to monitor the student’s interests from his transactions on the online and from his private data as

it will be easy to be targeted in the advertisement process.

Products (video lectures, Tutorials, Labs) should have high quality and enhanced resolution which

promotes increasing Students’ loyalty trust.

Products presentationThe paper catalogs used in the offline model is replaced with smart electronic catalog which is clearer,

categorization of study groups, doctors and materials, and it will be easier to be updated and lower

information search cost for students.

Payment

As E-lecturer will be part of the main GUC Student Admin System and due to the integration between

them, it will be difficult to isolate the payment of the E-Lecturer and the Student other payments in the

initial phase.

We will not use E-payment in this phase; the payment will be through the Finance office with the other

student payments.

Payment Process:

1. The student will apply for E-Lecture subscription and choose the appropriate class and Pay for it.

2. The Finance Office will activate the E-Lecture for the student and assign him/her the selected

class

3. The Subscription period will per semester.

E-Security

Since E-Lecturer Web site is an EC application we do need an authentication which is a process by which

we can verify that the current user is who claims to be ,by default each student has credential to verify

his/her identity when he try to log in to the university Admin system, and as E-Lecturer is integrated with

the current system ,it will use this credential for Authentication

Once authenticated, we will use authorization to ensure that the student has the right to access certain

Lecturers, courses …..

we need also confidentiality(privacy) ,that means that the student sensitive information like his credential

should not be disclosed to unauthorized individuals entities or computer software processes ,

confidentiality can by achieved by data encryption.

We can use Secure Socked Layer (SSL):

To encrypt student credential and other transmissions between a web server and a web browser.

Types of threat and attack that E-Lecture web site can face: Denial-of-service (DOS) attack

An attack on a Web site in which an attacker uses specialized software to send a flood of data

packets to the target computer with the aim of overloading its resources

Distributed denial-of service (DDOS) attack

A denial-of-service attack in which the attacker gains illegal administrative access to as many

computers on the Internet as possible and uses the multiple computers to send a flood of data

packets to the target computer

Securing EC Networks

To protect E-Lecture EC web site from attacks we need to use a firewall which is a network nod consist of

both hardware and software that isolates a private network from a public network

Here is an example of what firewall can do:

Block all packets sent from a given internet address

Or block any packet coming from outside that has he address of a computer on the inside

Suggestions for the e-business future plans

1. E-PaymentOne of the main future plans is to use E-payment to pay for E-Lecture subscription

The E-Lecture is a B2C web site, so it will support the standard payment methods for B2C retails which

are both credit cards and debit cards due to their ease of use and since Rotan web site cover only the

Egyptian market.

But due to that most of our customers are under 18 years of age , many of whom do not have credit or

debit cards and they have to use their parents cards, it is important that the web site support also one of

the e-micro payment products.

So in case of small online payment and to avoid the credit card transaction fees, E-Lecture web site can

support also BitPass.

Credit Card: the web site will support credit card like Visa, MasterCard and Euro Pay which will provides

the holder with credit to make purchases up a limit fixed by the card issuer.

Debit cards. With a dept card the money for a purchased item comes directly out of the holder’s checking

account, the actual transfer of funds from the holder’s account to the web site takes place within 1 to 2

days .master card, via and Euro Pay are the predominant debit cards.

Bit Pass: Rotana Site will add Bitpass gateway to implement Bitpass service.

The e-cards payment process:

1. the customer decides to purchase CDs on the web ,adding it to the electronic shopping cart and

going to the checkout page to enter his or her credit/debit card information

2. Rotana site receives the customer’s information and sends the transaction information to its

payment processing service (PPS)

3. the processor sends information to the issuing bank of the customer’s card

4. the issuing bank sends the transaction to the processor ,either authorizing the payment or not

5. the processor routes the transaction result to the PPS

6. The PPS passes the results to Rotana Site again

7. based on the give PPS result Rotana web site will decide to accepts or rejects transaction

E-micro payment process:1. A consumer first establishes a “buyers account “ and adds money to the account via PayPal or a

credit car ,

2. When buyers click BitPass enable content on Rotan Web Site, they are prompted by the BitPass

software for their payment.

3. Once the buyer has been authenticated and approved the buyer’s BitPass account is debited and

the Rotana Web site will be paid either by PayPal or by direct fund transfer.

- extend the E-Lecture to allow the professors to publish external courses resources for students, like

others video tutorials, online web sites and documents.