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E Commerce 01
E Commerce 01
Lecture: Prof. Dr. Ralf Mller (r.f.moeller@tuhh.de, office hours, Fr. 2-4 pm) Lab classes: Mubashir Aziz, Michael Wessel TU Hamburg-Harburg, Software Systems Group Lab classes: Location: HS 20 Room 214 / Time: Mon 10:30am 11:30am
Copyrights on large parts of the presentations: Prof. Dr. F. Matthes, Prof. Dr. J.W. Schmidt, P. Hupe
many, many more ... References in brackets [...] (see web page or additional material for this lecture)
Electronic Commerce (WS-03/04) 1-2
Learning Objectives
Students will be able to o understand and evaluate fundamental and advanced Internet and software technologies relevant for EC, o describe, identify and classify EC applications and systems, o classify and identify existing and emerging EC business models. The lab classes strengthen the understanding of these concepts through hands-on experience with selected EC technologies and commercially relevant systems.
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Mon
Today: lecture
Wed
Thu
Fri
Tue: lecture
Wed
Thu
Fri ...
Solution 1 returned
Electronic Commerce (WS-03/04) 1-4
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What is ECommerce?
Definition
Electronic Commerce is the sale and procurement of supplies and services using information systems technology [NoWeGa00].
Related concepts and terminology of different perspectives: Consumer Producer Product tangible goods
Electronic Commerce (WS-03/04)
Development of ECommerce
The 3 waves of ECommerce [Keenan]: o Put marketing information on the web o Allow online order taking o Construct electronic exchanges Differentiation: o Evolution of ECommerce at large o Evolution of ECommerce in a particular company
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Internet
Browsers
Search Engines
Content
Shops
Marketplaces
Marketing information
Electronic Commerce (WS-03/04)
Order taking
Electronic exchanges
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Disintermediation
Definition
Shortening the value chain, especially concerning soft-goods (music, software, ...) [Merz99]. Lowers customer prices: Get products cheaper. Reduces costs for producers and customers. Mediators
Producer
Wholesale dealer
Retailer
Consumer
Disintermediation
Internet Producer
Electronic Commerce (WS-03/04)
Consumer
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Reintermediation
Definition
Adding trading partners (brokers) to a value chain as filters / selectors. Brokers select products / producers: Find better / more suitable products. Increases quality of service.
Producer
Consumer
Professional consumers
Producers
broker
home broker
Private consumers
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[Rappa02]
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Virtual Organizations
Electronic
Trading Systems Business Process Reengineering (BPR) Tools Forms of Payment Technical issues
(3)
of EC
Security, Trust
Transact. Control
Agent Technlgy
Mediation, Negotiation
EDI
[MeTuLa99]
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1st phase: Customer finds a business partner 2nd phase: Customer and performer negotiate and finally commit transaction details (products, quantity, quality); commit might include payment
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3rd phase: Performer carries out the service / manufactures and delivers the goods 4th phase: Customer gives feedback; pays for the service / for the goods Feedback is important for long-term positive customer relationship Payment: Depending on the business model, payment might be moved to end of 2nd phase (pay before performance) or to the end of 4th phase (pay after delivery)
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Structure:
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Private Person
Examples: o Online Shops (Amazon, BOL, etc.) o Local services (e.g. traffic information service) o News, publication services
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Examples: o Supply chain o Electronic procurement o Vertical industry tendering and bidding systems (e.g. in the maritime industry)
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Electronic Payment
Payment: Typical clearing and settlement process between a customer, performer and the customers bank. Naive view: Consumer Customer Buyer
1. Deposit 3. Encash 2. Pay / Authorize Payment
Customers Bank
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[MeTuLa99]
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Business Models
Current business models are: o Advertising Model o Affiliate Model o Broker / Brokerage Model o Community Model o Infomediary Model o Manufacturer Model o Merchant Model o Subscription Model o Utility Model Some of these business models are still successful, whereas other have not proven to be accepted by Internet customers.
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www.yahoo.com
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my.netscape.com
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www.ivillage.com
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www.monster.com
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www.google.de
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www.nytimes.com
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www.gator.com
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www.buy.com
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