1.1 INTRODUCTION TO E-COMMERCE 1.1.1 Introduction Two thousand years ago, Roman roads brought trade and commerce to Europe in an unprecedented manner. A thousand years ago, the spice routes linked the cultures of East and West. At the dawn of the second millennium, the Internet, the world’s largest computer network, the network of networks, is making fundamental changes to the lives of everyone on the planet-changing forever the way business is conducted. Internet has become an important medium for doing global business based on the state of the art technology. Global business was conducted in a new way: electronically, using networks and the Internet. The availability of Internet has led to the development of E-Commerce (Electronic commerce), in which business transactions take place via telecommunication networks. E-Commerce has two major aspects: economical and technological. The stress of this course will show you how to get started in the complex and exciting world of Electronic Commerce. New standards and new facilities are constantly emerging and their proper understanding is essential for the success of an operation and especially for those who are assigned a duty to select, establish, and maintain the necessary infrastructure. 1.1.2 Brief History Of E-Commerce The history of E-commerce is a history of how Information Technology has transformed business processes. Some authors will track back the history of E-commerce to the invention of the telephone at the end of last century. The Internet was conceived in



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1969, when the Advanced Research Projects Agency (a Department of Defence organization) funded research of computer networking. The Internet could end up like EDI (Electronic Data Interchange) without the emergence of the World Wide Web in 1990s. EDI (Electronic Data Interchange) is widely viewed as the beginning of E-commerce if we consider E-Commerce as the networking of business communities and digitalization of business information. EDI, which expanded from financial transactions to other transaction processing and enlarged the participating companies from financial institutions to manufacturers, retailers, services, and so on. Many other applications followed, ranging from stock trading to travel reservation systems. Such systems were described as telecommunication applications and their strategic value was widely recognized. With the commercialization of the Internet in the early 1990s and its rapid growth to millions of potential customers, the term electronic commerce was coined, and EC applications expanded rapidly. One reason for the rapid expansion of the technology was the development of networks, protocols, software, and specifications. The other reason was the increase in competition and other business pressures. From 1995 to 1999 we have witnessed many innovative applications ranging from advertisement to auctions and virtual reality experiences. Almost every medium- and large-sized organization in the United States already has a Web site many are very extensive; for example, in 1999 General Motors Corporation offered 18,000 pages of information that included 98,000 links to its products, services, and dealers. 1.1.3 Definition Of E-Commerce: Electronic commerce is an emerging model of new selling and merchandising tools in which buyers are able to participate in all phases of a purchase decision, while stepping through those processes electronically rather than in a physical store or by phone (with a physical catalogue). The processes in electronic commerce include enabling a customer to access product information, select items to purchase, purchase items securely, and have the purchase settled financially. It is an emerging concept that describes the process of buying and selling or exchanging of products, services; and information via computer networks including the Internet. E-commerce is basically, doing business-as-usual, but across the Internet. You advertise your products or services on your Web site, as you would in any other media like newspapers, TV or brochures. Advertising on your Web site can be done in two ways.


The first is by use of a relatively simple Web site consisting of a few pages whereby you tell potential customers who you are, what you do, where you are and how they can contact you ( easiest done by giving them your email address). The second way of enabling world-wide customers to buy from you is to provide them with an On-Line Catalogue of your products which they can browse at their leisure without having to go to your place of business. On-Line Catalogue: On-Line Catalogue is that catalogue where people access via the Internet. OnLine Catalogue is an integral part of website, enabling customers to...       Browse through stock list, read about an item or service; Look at photographs of the products. Select which items they want to purchase And drop them into a shopping cart as they go along. When they have completed their shopping, they go to the Check-Out.


The next step is to request the order by filling in their details and method of payment on a form which is waiting for them at the Check-Out. The form is already partially completed with a breakdown of the items in their shopping cart, prices inclusive of tax, and shipping & handling charges, if any. If they choose to pay by credit card, the form includes a place for them to fill in their credit card number. And then, with one press of a button, they send the order to you. Electronic Commerce under different perspectives: Let’s see how Electronic Commerce (EC) is defined under each perspective. 1. Communications Perspective EC is the delivery of information, products /services, or payments over the telephone lines, computer networks or any other electronic means.



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2. Business Process Perspective EC is the application of technology toward the automation of business transactions and work flow. 3. Service Perspective EC is a tool that addresses the desire of firms, consumers, and management to cut service costs while improving the quality of goods and increasing the speed of service delivery. 4. Online Perspective EC provides the capability of buying and selling products and information on the internet and other online services. 1.1.4 Classifications of E-Commerce Applications Electronic Commerce (e-Commerce) is a general concept covering any form of business transaction or information exchange executed using Information and Communication Technologies (ICTs). E-Commerce takes place between companies, between companies and their customers, or between companies and public administrations. Electronic Commerce includes electronic trading of goods, services and electronic material. E-Commerce systems include commercial transactions on the Internet but their scope is much wider than this; they can be classified by application type: Electronic Markets: The principle function of an electronic market is to facilitate the search for the required product or service. Airline booking systems are an example of an electronic market. Electronic Data Interchange (EDI): Electronic Data Interchange (EDI) is the electronic exchange of business documents in a standard, computer processable, universally accepted format between-trading partners. EDI is quite different from sending electronic mail, messages or sharing files through a network. In EDI, the computer application of both the sender and the receiver, referred to as Trading Partners (TPs) have to agree upon the format of the business document which is sent as a data file over electronic messaging services.


The two key aspects of EDI that distinguish it from other forms of electronic communication, such as electronic mail, are: 1. The information transmitted is directly used by the recipient computer without the need for human intervention is rarely mentioned but often assumed that EDI refers to interchange between businesses. It involves two or more organization or parts of organization communicating business information with each other in a common agreed format. The repeated keying of identical information in the traditional paper-based business. Communication creates a number of problems that can be significantly reduced through the usage of EDI. These problems include:     Increased time Low accuracy High labour charges Increased uncertainty.



To take full advantage of EDI’s benefits, a company must computerize its basic business applications. Trading partners are individual organization that agrees to exchange EDI transactions. EDI cannot be undertaken unilaterally but requires the cooperation and active participation of trading partners. Trading partners normally consists of an organization’s principal suppliers and wholesale customers. Since large retail stores transact business with a large number of suppliers they were among the early supporters of EDI. In the manufacturing sector, EDI has enabled the concept of Just-In-Time inventory to be implemented. JIT reduces inventory and operating capital requirements. EDI provides for the efficient transaction of recurrent trade exchanges between commercial organizations. EDI is widely used by, for example, large retail groups and vehicle assemblers when trading with their suppliers. Internet Commerce The Internet (and similar network facilities) can be used for advertising goods and services and transacting one-off deals. Internet commerce has application for both businessto-business and business to consumer transactions.



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The three categories of E Commerce 1.1.5 Types of e-commerce

There are a number of different types of E-Commerce      B2B - Business to Business B2C - Business to Consumer C2B - Consumer to Business B2E - Business to Employee C2C - Consumer to Consumer



7 ANNA UNIVERSITY CHENNAI . The two businesses pass information electronically to each other. order fulfilment.craigs. causing many to fail. E-Commerce can be used in the following processes:    Procurement. on-line newspapers. It is still a two way function but is usually done solely through the Internet. This is where the consumer accesses the system of the supplier.com. Typically in the B2B environment. insurance quotes. The wine is then dispatched from the supplier’s warehouse and in theory is delivered to the consumer without delay. B2C can also relate to receiving information such as share prices. Managing trading-partner relationships.au and follows the links to read a report on the recommended wines. After reading the tasting notes the user follows the links to place an order along with delivery and payment details directly into the merchants’ inventory system. The supplier may be an existing retail outlet such as a high street store. Example: A home user wishes to purchase some good quality wine.com start ups. or weather forecasts. These businesses may have been slow in gearing-up for E-Commerce compared to the innovative dot. The user accesses the Internet site http://www.Business to Consumer Business to Consumer e-commerce is relatively new.E-COMMERCE TECHNOLOGY AND MANAGEMENT B2B . NOTES B2C . but they usually have a sound commercial structure as well as in-depth experience of running a business something which many dotcoms lacked. it has been this type of business that has been successful in using E-Commerce to deliver services to customers. B2B e-commerce currently makes up about 94% of all e-commerce transactions. In the past EDI was conducted on a direct link of some form between the two businesses where as today the most popular connection is the internet.Business to Business E-commerce has been in use for quite a few years and is more commonly known as EDI (electronic data interchange).

250. Dodgy Brothers Airways accesses the facility and sees Harry’s submission. Due to it being a slow period. Other consumers access the site and place bids on the items. In reality this site should be call C2B2C. The UK government is committed to ensuring this country is at the forefront of e-Commerce and it is essential that e-Government plays a significant part in achieving this objective. This form of E-commerce is more commonly known as an ‘Intranet’.Consumer to Consumer These sites are usually some form of an auction site. Example: Harry is planning a holiday in Darwin.Business to Employee Business to Employee e-commerce is growing in use. B2E . it can and is often extended to an Entrant which uses the Internet but restricts uses by sign on and password. subcontracts. are providing their services on-line. the airline offers Harry a return fare for Rs. He requires a flight in the first week of December and is only willing to pay Rs.DBA 1727 NOTES C2B . supply 8 ANNA UNIVERSITY CHENNAI .Consumer to Business Consumer to Business is a growing arena where the consumer requests a specific service from the business. 1. 250.6   Scope of E-Commerce Selling can be focussed to the global customer Pre-sales. Also known as e-Government. it has the potential to increase the domestic and business use of e-Commerce as traditional services are increasingly being delivered over the Internet. The site then provides a connection between the seller and buyer to complete the transaction. Harry places a submission with in a web based C2B facility.1. The site provider usually charges a transaction cost. B2A is the least developed area of E-Commerce and it relates to the way that public sector organisations. An intranet is a web site developed to provide employees of an organisation with information. at both a central and local level. The consumer lists items for sale with a commercial auction site. C2C . The intranet is usually access through the organisations network.

etc) Transport and logistics Public procurement Automatic trading of digital goods Accounting Dispute resolution NOTES 1. delivery.1.7 E.E-COMMERCE TECHNOLOGY AND MANAGEMENT             Financing and insurance Commercial transactions: ordering. customs.Commerce in Action 9 ANNA UNIVERSITY CHENNAI . payment Product service and maintenance Co-operative product development Distributed co-operative working Use of public and private services Business-to-administrations (e.g.

It is at this point that the consumer makes the decision to visit the web store by clicking on a link or button located on the web page (e. shipping charges. taxes. From there. the credit card being authorized.. the consumer is typically connected to an online transaction server located somewhere else on the internet which runs software commonly referred to as a shopping cart application. confirming the order being received.g. 10 ANNA UNIVERSITY CHENNAI . so he enters all pertinent credit card information and a sales order is produced. the consumer decides that he wants to purchase something. After choosing to visit the web store. FTP. the credit card was authorized. and status on when the product will exactly be shipped. as well as calculate pricing. or an image of a shopping cart button are common entry points into a web store). the consumer is briefly given an introduction to the product or services the merchant offers. Depending on the ecommerce implementation. Shop Online. Scenario 2 The consumer’s entire order and credit card information is electronically submitted back to the merchant’s server (usually via email. and that the product will ultimately be shipped. At the web site. where the issuing and acquiring banks complete or deny the transaction. The shopping cart application has been setup by the merchant to display all products and services offered. The consumer then receives an email shortly afterwards. or SSL connection) where the order can be reviewed first and then approved for credit card authorization through a processing network. Buy Now. the sales order can now take two totally different paths for confirming to the consumer that the order is officially placed. etc. Scenario 1 The consumer’s credit card information goes directly through a private gateway to a processing network.DBA 1727 NOTES How E-Commerce Works The consumer first moves through the internet to the merchant’s web site. This generally takes place in no more than 5-7 seconds and the consumer is then informed that the order was received.

This second scenario keeps the consumer accurately informed throughout the entire ordering process. 1. 5. These products are sold separately from ManageMore and eliminate the need for merchant terminal devices or separate time consuming steps to approve credit cards. you must apply for an account with a credit card merchant account provider.. However. 11 ANNA UNIVERSITY CHENNAI 2. depending on which country you live in. Let us assume an ecommerce implementation that uses the second scenario mentioned above. you must ensure that your merchant account provider has credit card processors that connect with IC Verify™. and the type of business you are running. Getting a Merchant Bank Account Web Hosting Web Design Considerations Registering a Domain Name Obtaining a Digital Certificate NOTES Getting a Merchant Bank Account In order to be able to accept credit cards. When choosing a merchant account provider. This refers to transactions where the customer is not present and only the credit card number and expiration date are being used for approving the charges. PC Charge™. the first scenario is a more simplistic method of setting up a shopping cart application and does not take into consideration any back office issues that may delay shipment (i.). . the following should also be noted: 1. etc. Your merchant account provider must allow you to handle non-swiped credit card transactions.Intellicharge Interface) software. 4. In order for credit card authorization to be automatic from within ManageMore. 2. There are several basic steps you will need to accomplish before becoming Commerce enabled.e. orders submitted after office hours or during holidays. This can be relatively easy or somewhat difficult. 3. the process is transparent to the consumer and appears virtually the same. ManageMore’s eCommerce Manager relies on the second scenario to handle all of its ecommerce orders. back orders. or AuthorizeNet™ (i.E-COMMERCE TECHNOLOGY AND MANAGEMENT In both scenarios. items out of stock.e.

Typically expect to pay around $100 to $500 for getting an account setup to accept credit cards and sometimes electronic checks.75% and no more than . 7. 8. Avoid merchant account providers that ask for a non-refundable fee before you get approved.DBA 1727 NOTES 3. If not. These fees can come in the form of an application fee. contact Intellisoft regarding our merchant account provider affiliates and the free Intellicharge Interface just for signing up with them. Web Hosting Web hosting is a very important step in this process. Constantly changing to a new merchant account provider when your old one goes out-of business can be costly and time consuming. 6. 12 ANNA UNIVERSITY CHENNAI . You should be able to find a merchant account provider that can offer you discount credit cards rates ranging from 1. An Internet Service Provider (ISP) is a company that provides you with internet access and limited hard drive space on their web servers for hosting your web site. while Scenario 2 involves farming out all web hosting administration to an ISP. 4. Avoid merchant account providers that require 1 or 2 year contract terms. years in business. There are actually two scenarios that can be used for web hosting. 5.75% to 2. Scenario1 involves setting up and maintaining your own web server. etc. and company size. You will need a dedicated phone line or data line for processing credit cards and electronic checks. Since there are so many merchant account providers available. processing fee. you should do a little research on the company’s reputation. a separate data line will not be necessary if you use the Intellicharge Interface for electronic payment. as this is how you gain a presence on the internet in the first place. Always try to find an ISP that can provide a local telephone number for you to connect to the internet. Expect merchant account providers to have some form of a sign up fee after being approved only. Note: If your computer or local area network is already connected to the internet. it doesn’t make sense to lock your company into a commitment for any period of time.25 cent per transaction. software fee. The following should be noted when searching for an Internet Service Provider: 1. When choosing a merchant account provider.

and ease of use. allow its templates to be modified just for this purpose. Most businesses will rent these online web store programs rather than committing to such a steep investment. Choose an ISP that is known for good technical support and has knowledgeable people familiar with ecommerce sites. 3. 5. 3. 13 ANNA UNIVERSITY CHENNAI . layout. Choose an ISP that consistently has fast connection speeds. make sure the ISP is reputable. and they all have varying packages. the same ISP or CSP you choose can provide web design and consultation. you may want to seek the help of professional web designers to make the look and feel of your web store consistent with the rest of your corporate web site. Be forewarned that purchasing an online shopping cart application is very expensive. Most shopping cart applications. As with any company you do business with. Deciding on a provider’s package that fits your needs is perhaps the most important aspect. number of products listed on the shopping cart application. There are a lot of online transaction providers out there. referred to as a Commerce Service Provider (CSP). NOTES The online transaction providers that offer the actual web store itself can sometimes be hosted by your same ISP or may require a completely different provider. Many small businesses tend to choose CSP’s for creating a web store because it gives them the flexibility of choosing a provider that offers competitive pricing and the best shopping cart application for their needs. and the sophistication of the shopping cart application itself. In many cases. Rental pricing for the use of shopping cart programs vary depending on number of transactions generated a month. The following should be noted when dealing with shopping cart applications: 1. functionality. Online transaction providers will either sell or rent you the use of an online shopping cart application for your business. like SoftCart by Mercantec. Choose an ISP that is known for having few interruptions of service. you can probably create your own corporate web site with the help of products like Microsoft FrontPage™ or DreamWeaver™. appearance. when adding a web store to your web site. However. Online transaction providers will usually provide one shopping cart solution they feel is better than the many others that exist and differ by price. 4.E-COMMERCE TECHNOLOGY AND MANAGEMENT 2. 2. Web Design Considerations With little knowledge of HTML and a lot of patience.

for customers to find your web site by typing “123. however. It is important to understand that the aim of the architectural frame-work itself is not to build new database management systems. 2. 1. just do a web search on “domain name registrar” to get you started. Your domain name says who you are to your clients.1.com?” Registering a domain name is one of the most important decisions you can make for your online identity. one can usually use the certificate owned by the web hosting company where your page resides.456” or by typing something simple to remember like “www.123. In layman terms. your peers .456. If you are a larger company.8 Architectural Framework of E Commerce A framework is intended to define and create tools that integrate the information found in today’s closed systems and allows the development of e-commerce applications. or communication protocols.the whole world. SSL protects communications so you can take credit card orders securely and ensure that hackers cannot eavesdrop on you.DBA 1727 NOTES Registering a Domain Name Domain names are the names for computers on the Internet that correspond to IP (Internet protocol) numbers to route information to addresses on the Internet network. Thankfully. The basics for registering a domain name are: Contact a domain name registrar on the internet to register for a domain name. the architecture should focus on synthesizing the diverse resources already in place in corporations to 14 ANNA UNIVERSITY CHENNAI . data repository. for most people obtaining a digital certificate is not a problem.mybiz. Domain names serve as a convenient way of locating information and people on the Internet. software agent based transaction monitors. also known as a SSL Server Certificate. For a minimal fee. Any ecommerce company that provides you with an online web store will require you to have SSL before you can use their services. will it be important to you. Obtaining a Digital Certificate A digital certificate. computer languages. you may want to get your own digital certificate. Select a unique domain name you would like others to use for finding your web site. Rather. There are many to choose from. enables SSL (Secure Socket Layer encryption) on the web server.

brokerage services.1. or services: 1) 2) 3) 4) 5) 6) applications. But only when they are integrated do they provide uniquely powerful solutions. and network infrastructure and basic communications services (see Table. These were discussed extensively earlier and will not be addressed here. and. security and electronic document interchange. In the ensuing discussion of each of these layers. Table 1. The electronic commerce application architecture consists of six layers of functionality.8 a). electronic commerce applications are based on several elegant technologies. interface.8a Electronic Commerce: A conceptual framework 15 ANNA UNIVERSITY CHENNAI . We begin our discussion with the application level services. we will not elaborate on the various aspects of the network infrastructure that transports information. support layers” secure messaging. middle ware and structured document interchange.E-COMMERCE TECHNOLOGY AND MANAGEMENT facilitate the integration of data and software for better applications. data or transaction management. As seen in Fig..1. 1. NOTES These layers co-operate to provide a seamless transition between today’s computing resources and those of tomorrow by transparently integrating information access and exchange within the context of the chosen application.

the organization itself has to adapt to a world where the traditional concepts of brand Differentiation no longer hold-where “quality” has a new meaning. and a dependable way to conduct business’ transactions.” Where “distribution” may not automatically mean “physical Transport. and intra organization Consumer-to-Business Transactions We call this category marketplace transaction. purchase orders. In light of this. businesses. and error-prone.to-computer communication as a fast. how customers allocate their loyalty may also be different. customers learn about products differently through electronic publishing. buy them differently using electronic cash and secure payment systems. and other transactions. financial reports. and receiving proposals. business-to-business. The current manual process of printing. buying information and consulting services. and other organizations depend on computer . where “content” may not be equated to “product.1 Electronic Commerce Application Services The application services layer of e-commerce will be comprised of existing and future applications built on the innate architecture. Each year the trading partners exchange millions of invoices. governments. Also.1. brand equity can rapidly evaporate forcing firms to develop new ways of doing business Business-to Business Transactions We call this category market-link transaction. Most of the documents are in electronic form at their point of origin but are printed and key-entered at the point of receipt. checks. mailing is costly.8. 16 ANNA UNIVERSITY CHENNAI .” In this new environment. Small companies are also beginning to see the benefits of adopting the same methods. The current accounts payable process occurs through the exchange of paper documents.DBA 1727 NOTES 1. and have them delivered differently. Three distinct classes of electronic commerce application can be distinguished: customer to business. an economical. Examine this scenario. submitting requests for proposals. Business-to-business transactions include the use of EDI and electronic mail for purchasing goods and services. In a marketplace transaction. Here. time consuming.

As on-line databases migrate to consumer information utilities. given some constraint such as a low price. the development of which is necessitated by the increasing information resource fragmentation. consumers and information professionals will have to keep up with the knowledge. cross-functional coordination through enterprise integration. and owner-ship of all these systems. Intra-organizational Transactions We call this category market-driven transactions. With all the complexity associated with large numbers of on-line databases and service bureaus. both before and after sales. To maintain the relationships that are critical to delivering superior customer value.8. Information brokers. by spreading strategic and tactical decision making so that all units can participate. A company becomes market driven by dispersing throughout the firm information about its customers and competitors. It 17 ANNA UNIVERSITY CHENNAI . for example. and advertising. marketing. management must pay close attention to service. fast service. small businesses are looking toward electronic commerce as a possible savior.E-COMMERCE TECHNOLOGY AND MANAGEMENT Given this situation and faced with the need to reduce costs. Most professionals have enough trouble keeping track of files of 1 interest on one or two database services. a market-driven business develops a comprehensive understanding of its customers’ business and how customers in the immediate and downstream markets perceive value.2 Information Brokerage and Management The information brokerage and management layer provides service integration through the notion of information brokerages. and customer service. are rapidly becoming necessary in dealing with the voluminous amounts of information on the networks.1. We use the notion of information brokerage to represent an intermediary who provides service integration between customers and information providers. or profit maximization for a client. In essence. Three major components of market-driven transactions are    customer orientation through product and service customization. and by continuously monitoring their customer commitment by making improved customer satisfaction an ongoing objective. NOTES 1. if it is impossible to expect humans to do the searching.

For instance. With multiple transactions being the norm in the real world. For example. a personalized automated trading system can be created without having to go to any financial institution. In other words. the act of retrieving the information is the input to other transactions. They examine themselves and their environment and if necessary change from their original course of action to an alternative plan.” “digital butlers/” and “intelligent agents. Taking the same foreign exchange example further. time-delayed updates or future compensating transactions. Information brokerage does more than just searching. At the heart of this layer lies the work-flow scripting environment built on a software agent model that coordinates work and data flow among support services. negotiating deals. information is retrieved about the latest currency exchange rates in order to hedge currency holdings to minimize risk and maximize profit. your agent can either choose a different bouquet or find a different store by consulting an online “Yellow Pages” directory.DBA 1727 NOTES will have to be software programs-information brokers or software agents.” Agents are encapsulations of users’ instruction that perform all kinds of tasks in electronic market places spread across networks. This is just one example of how information brokerages can add value. It addresses the issue of adding value to the information that is retrieved. In effect. Brokerages may provide tools to accomplish more sophisticated. software agents are used to implement information brokerages. the distributed transaction generator. depending on prior instructions. and performing transactions. Information brokerages dispatch agents capable of information resource gathering. Software agents are mobile programs that have been called “healthy viruses. to use the more popular term-that act on the searcher’s behalf. 30. Although the notion of software agents sounds very seductive. and the declarative resource constraint base which describes a business’s rules and-environment information. distributed query generator. As pointed out earlier. Another aspect of the brokerage function is the support for data management and traditional transaction services. The agents are intelligent because they have contingency plans of action. suppose you send an agent to an on-line store with a request to order a bouquet of roses for Rs. in foreign exchange trading. service integration becomes critical. These tools include software agents. 25 or less. it will take a while to solve the problems of interregna 18 ANNA UNIVERSITY CHENNAI . service integration allows one to link the hedging program (offered on a time-sharing basis by a third party) with the search program (could be another vendor) that finds the currency rates from the cheapest on-line service to automatically send trades to the bank or financial services company. If the shop offers roses starting at Rs.

3 Interface and Support Services The third layer. they need not have the multimedia glitter and jazz generally associated with interactive catalogs. Vendors such as General Magic go to great lengths to explain the precautions it has taken to make this impossible: the limits placed on the power of agents. which instead of running errands may run amok. The primary difference between the two is that unlike interactive catalogs. be coordinated with the amount of time spent in the air-port terminals. In the case of electronic commerce. 1. An interactive catalog is an extension of the paper-based catalog and incorporates additional features such as sophisticated graphics and video to make the advertising more attractive.8. From a computing perspective. interface and support services will provide interfaces for electronic commerce applications such as interactive catalogs and will sup-port directory servicesfunctions necessary for information search and access. but graphics and object manipulation will definitely dominate. Directories. For this reason. To some critics. which deal with people. A classic example of a directory is the telephone White Pages. directory support services interact directly with soft-ware applications. which allows us to locate people and telephone numbers. take the case of buying an airline ticket with several stopovers with the caveat that the time between layovers be minimized. Tool developers 19 NOTES ANNA UNIVERSITY CHENNAI .E-COMMERCE TECHNOLOGY AND MANAGEMENT communication. They worry that agents sound a bit too much like computer viruses. on the other hand. the “self-destruct” mechanism built into their codes. For instance. it is impossible to know how well software agents will work. Directory services databases make data from any server appear as a local file. and other headaches that come with distributed computing and net-working. operate behind the scenes and attempt to organize the enormous amount of information and transactions generated to facilitate electronic commerce. we can expect that there will be no one common user interface that will glaze the surface of all electronic commerce applications. Interactive catalogs are the customized interface to consumer applications such as home shopping. These two concepts are very different. Yet until electronic commerce services are up and running on a large scale. This search would require several queries to various online directories to-find empty seats on various airlines and then the avail-ability of seats would.1. directories would play an important role in information management functions. the prospect of a single-agent language like Telescript as a world standard is disturbing. interoperable agents.

e-mail. messaging products are not applications that solve problems. It supports both synchronous (immediate) and asynchronous (delayed) message delivery and processing. and form-based systems like Lotus Notes. messaging is the software that sits between the network infrastructure and the clients or electronic commerce applications.8. masking the peculiarities of the environment. Unstructured messaging consists of fax. Examples of structured document messaging include EDI. 1. What happened? The line was busy and he thought he’d try again later. secured messaging.This allows the transfer of messages through store-and-forward methods. Messaging services offer solutions for communicating non formatted (unstructured) data-letters.DBA 1727 NOTES and designers might incorporate common tools for interface building. 20 ANNA UNIVERSITY CHENNAI . via telecommunications lines. but the shape of catalogs or directories will depend on the users’ desires and functional requirements. Some better-known examples are electronic mail. enhanced fax. and combine messages. Messaging is gaining momentum in electronic commerce and seems to have many advantages. Structured documents messaging consist of the automated inter-change of standardized and approved messages between computer applications.1. Broadly defined. and invoices. receive. and electronic data interchange. faxes. and reports as weft asformatted (structured) data such as purchase orders. memos. when a message is sent. There is a solution to these common and frustrating problems. the number was wrong. This must be done today. Everyone in business knows that electronic messaging is a critical business issue. Or you’re in London and you need to send a spreadsheet that details a marketing plan for a product introduction strategy to a co-worker in New York.4 Secure Messaging and Structured Document Interchange Services The importance of the fourth layer. not tomorrow when the courier service would deliver. they are more enablers of the applications that solve problems. With asynchronous messaging. and large data files. It’s called Integrated Messaging: a group of computer services that through the use of a network send. is clear. shipping notices. Consider a familiar business scenario: You hand over an urgent fax Monday and find out Tuesday that it’s still sitting on your fax operator’s desk. Or. In general. Others define messaging as a frame-work for the total implementation of portable applications. divorcing you from the architectural primitives of your system. but he forgot to let you know. work continues (software doesn’t wait for a response).

Today. there is often no interoperability between different messaging vendors leading to islands of messaging.1. the users were dissatisfied. and the pressure was overwhelming. This is known as message-enabled work-flow solutions. Also. people can communicate and work together more effectively-no matter where they are located. delivered homogeneous systems that worked. the messages are treated as “objects” that pass between systems. fill it in/ sign it. privacy.E-COMMERCE TECHNOLOGY AND MANAGEMENT Another advantage of messaging is that it is not associated with any particular communication protocol. 1. especially to traditional programmers and the jungle of standards it involves. transformation. mail it to the next person. networks that permitted shared resources and applications that could be accessed by 21 NOTES ANNA UNIVERSITY CHENNAI . As the cry for distributed computing spread. it came into being out of necessity. and all other forms of communicating between/among unlike platforms. And. Users in the 1970s. The ability to access the right information at the right time across diverse work groups is a challenge. although there is an increasing need for programs to interpret the message. Something was needed to solve all the interface. the backlog was enormous. users demanded interaction between dissimilar systems. with the messaging tools. translation.8. and confidentiality through data encryption and authentication techniques are important issues that need to be resolved for ensuring the legality of the message-based transactions themselves. client-server technology. security. didn’t have a need for middleware3&heR conditions changed-along with the hardware and the software the organizations couldn’t cope: The tools were inadequate. In distributed systems. With the growth of networks. and interpretation problems that were driving application developers crazy. mail it to the next. When an employee sends an electronic mail form. when vendors. No pre-processing is necessary. and so on. Messaging is central to work-group computing that is changing the way businesses operate. Because of the lack of standards. So one person can start the form.5 Middleware Services Middleware is a relatively new concept that emerged only recently. The main disadvantages of messaging are the new types of applications it enableswhich appear to be more complex. the information travels along with the form. Like so many other innovations. Messaging is well suited for both client server and peer-to-peer computing models. the problems of getting all the pieces to work together grew from formidable to horrendous.

departmental. transaction security and management. enterprise. which then satisfies the request any way it can. using remote information. In simple terms. and other resources across collections of multi-vendor. That is. remote data controls all of the applications in the network instead of applications controlling data. Some commercial sites have had gigantic centralized TP systems running for years. This gives users and applications transparent access to data. middleware provides the qualities expected in 22 ANNA UNIVERSITY CHENNAI . and distributed object management and services. Transparency Transparency implies that users should be unaware that they are accessing multiple systems. The ideal picture is one of a “virtual” network: a collection of workgroup. Another reason for middleware is the computing shift from application centric to data centric. and inter enterprise LANs that appears to the end user or client application to be a seamless and easily accessed whole. Users need not spend their time trying to understand where something is. middleware is the ultimate mediator between diverse software pro-grams that enables them talk to one another. heterogeneous systems. The goal is for the applications to send a request to the middleware layer. The strategic architectures of every major system vendor are now based on some form of middleware.DBA 1727 NOTES multiple software programs. Transparency is essential for dealing with higher-level issues than physical media and interconnection that the underlying network infrastructure is in charge of. Nor should application developers have to code into their applications the exact locations of resources over the network. Transparency is accomplished using middleware that facilitates a distributed computing environment. Transaction Security and Management Support for transaction processing (TP) is fundamental to success in the electronic commerce market. The key to realizing the theoretical benefit of such architecture is transparency. At the transaction security level. middleware services focus on three elements: transparency. To achieve data-centric computing. two broad general categories of security services exist: authentication and authorization. Security and management are essential to all layers in the electronic commerce model. For electronic commerce. computation. Transaction integrity must be a given for businesses that cannot afford any loss or inconsistency in data.

A natural instance of an object in electronic commerce is a document. These applications will also be able to access and retrieve data from any file in the computing network. Here. Objects are an evolution of the more traditional programming concept of functions and procedures. what you’ll see in the next generation of operating systems is that as you scroll through your document. the trend is to move away from single data-type documents such as text. pictures. Today. and presentation package. The best example of this approach is an active document.1. consistency. word processor.E-COMMERCE TECHNOLOGY AND MANAGEMENT a standard TP sys-tem: the so-called ACID properties (atomicity. Objects are defined as the combination of data and instructions acting on the data. Distributed Object Management and Services Object orientation is proving fundamental to the proliferation of network-based applications for the following reasons: It is too hard to write a net-work-based application without either extensive developer retraining or a technology that camouflages the intricacies of the network. or video toward integrated documents known as com-pound document architectures. the term object is being used interchangeably with document resulting in a new form of computing called document oriented computing. 23 NOTES ANNA UNIVERSITY CHENNAI . to a word processing tool bar. Businesses can use electronic commerce to identify new suppliers and business partners. which will be dealt in this unit later. to a presentation package tool bar. Last but not the least is the Network Infrastructure. 1. A document carries data and often carries instructions about the actions to be performed on the data. and durability). the tool bar will automatically change from a spreadsheet too bar. If you create a new document that is an integration of the spreadsheet. Electronic Commerce increases the speed and accuracy with which businesses can exchange information. which reduces costs on both sides of transactions.9 Advantages of E-Commerce     Electronic Commerce can increase sales and decrease costs. Advertising done well on the web can get even a small firm’s promotional message out to potential customers in every country in the world. isolation.

Costs.      24 ANNA UNIVERSITY CHENNAI . public retirement and welfare support cost less to issue and arrive securely and quickly when transmitted over the Internet. Firms facing difficulty of integrating existing databases and transactionprocessing software designed for traditional commerce into the software that enables electronic commerce. Consumers are fearful of sending their credit card numbers over the Internet and having online merchants.2 DRIVING FORCES OF E-COMMERCE E-Commerce is becoming popular. design and business process skills needed to create an effective electronic commerce presence. Many firms have trouble recruiting and retaining employees with the technological. Electronic payments of tax refunds.DBA 1727 NOTES   E-Commerce provides buyers with a wider range of choices than traditional commerce because buyers can consider many different products and services from a wider variety of sellers. Companies that offer software design and consulting services to tie existing systems into new online business systems can be expensive. can change dramatically even during short-lived electronic commerce implementation projects because the technologies are changing so rapidly. which are a function of technology. 1.1. unique items such as custom-designed jewelry might be impossible to inspect adequately from a remote location. Consumers are simply resistant to change and are uncomfortable viewing merchandise on a computer screen rather than in person. it is worthwhile to examine today’s business environment so let us understand the pressures it creates on organizations and the responses used by organizations. 1.10 Disadvantages of E-Commerce  Some business processes such as perishable foods and high-cost.

suppliers. and independent contractors into one community communicating in a virtual environment (with the Internet as medium). External integration refers to the electronic networking of corporations. economical. New sales opportunities: the website is accessible all the time and reaches the global audience which is not possible with traditional storefront. NOTES   Economic integration is either external or internal. thus reducing errors and the cost of correcting them. and cheaper customer service alternatives. societal and technological factors are creating a highly competitive business environment in which consumers are the focal point. Categories of Economic Forces   Lower marketing costs: marketing on the Internet maybe cheaper and can reach a wider crowd than the normal marketing medium. 25 ANNA UNIVERSITY CHENNAI . lower global information sharing and advertising costs. creating new products or providing superb customer service. on the other hand. Internal integration is best exemplified by corporate intranets. This allows critical business information to be stored in a digital form that can be retrieved instantly and transmitted electronically. Internal integration. Economic Forces One of the most evident benefits of e-commerce is economic efficiency resulting from the reduction in communications costs. sometimes in an unpredictable manner and therefore companies need to react frequently not only in the traditional actions such as lowering cost and closing unprofitable facilities but also innovative activities such as customizing products. Lower sales costs: increase in the customer volume do not need an increase in staff as the sales function is housed in the computer and has virtually unlimited accessibility Lower ordering processing cost: online ordering can be automated with checks to ensure that orders are correct before accepting.2. low-cost technological infrastructure.1 Environmental factors that create Business Pressures: Market. These factors change quickly. is the networking of the various departments within a corporation. and of business operations and processes. speedier and more economic electronic transactions with suppliers.E-COMMERCE TECHNOLOGY AND MANAGEMENT 1. customers/clients.

IBM. Technology Forces The development of information and communications technology (ICT) is a key factor in the growth of ecommerce. 26 ANNA UNIVERSITY CHENNAI . extremely low labor cost in some countries. It is a lot easier for companies to provide their target consumers with more detailed product and service information using the Internet. The Internet is likewise used as a medium for enhanced customer service and support. compression and the promotion of open systems technology have paved the way for the convergence of communication services into one single platform. both big and small. television broadcast. The e-hub serves as the centre for management of content and the processing of business transactions with support services such as financial clearance and information services. EG. having only one information provider means lower communications costs. and more economical as the need to set up separate networks for telephone services. the world’s largest network of trading communities on the Internet. faster. cable television. e-marketplaces and internal enterprise systems for the purpose of sourcing out supplies. easier. Because of this very important link. medium or large) to trading partners. SESAMi. SESAMi reaches an extensive network of regional. and Internet access is eliminated. Market Forces Corporations are encouraged to use e-commerce in marketing and promotion to capture international markets. For instance. a virtual exchange integrating and connecting businesses (small. vertical and industry-specific interoperable B2B e-markets across the globe. This in turn has made communication more efficient.DBA 1727 NOTES Among the companies with efficient corporate intranets are Procter and Gamble. It is strategically and dynamically linked to the Global Trading Web (GTW). buying and selling goods and services online in real time. Strong competition between organizations. Nestle and Intel. technological advances in digitizing content. From the standpoint of firms/ businesses and consumers.NET: Linking Asian Markets through B2B Hubs SESAMi.NET is Asia’s largest B2B e-hub. frequent and significant changes in markets and increased power of consumers are the reasons to create market forces.

thus enabling them to increase their market share. Installing landlines in rural areas can become more attractive to the private sector if revenues from these landlines are not limited to local and long distance telephone charges.       Changing nature of workforce Government deregulations Shrinking government subsidies Increased importance of ethical and legal issues Increased social responsibility of organizations Rapid political changes NOTES 1. better negotiate with their suppliers. it becomes necessary to review the factors that create societal and environmental forces. It can also be an activity that exploits an opportunity created by changing conditions. the principle of universal access can be made more achievable with convergence.E-COMMERCE TECHNOLOGY AND MANAGEMENT Moreover.2 Critical response activities by Organizations: A response can be a reaction to a pressure already in existence. This development will ensure affordable access to information even by those in rural areas and will spare the government the trouble and cost of installing expensive landlines Societal and environmental forces To understand the role of E-commerce in today’s organizations. or prevent 27 ANNA UNIVERSITY CHENNAI . business alliances and EC.2. At present the high costs of installing landlines in sparsely populated rural areas is incentive to telecommunications companies to install telephones in these areas. The four categories are described below. These several responses can be interrelated and Ecommerce can also facilitate the other categories. Strategic Systems Strategic systems provide organizations with strategic advantages. Organizations’ major responses are divided into five categories: strategic systems for competitive advantage. or it can be an initiative that will defend an organization against future pressures. but also include cable TV and Internet charges. continuous improvement efforts. business process reengineering (BPR).

Electronic Commerce provides flexibility in manufacturing. Dell Computer takes its orders electronically and improved moves them via Enterprise Resources Planning software (from SAP Corp. So FedEx moved the system to the Internet. permits faster delivery to customers and supports rapid and paperless transactions among suppliers. Business Process Reengineering (BPR) Business Process Reengineering refers to a major innovation in the organization’s structure and the way it conducts business. An example is FedEx’s overnight delivery system and the company’s ability to track the status of every individual package anywhere in the system. manufacturers and retailers. Continuous Improvement Efforts In order to improve the company’s productivity and quality.DBA 1727 NOTES competitors from entering into their territory. the competitors quickly followed and now FedEx is introducing new activities. reducing the time from the inception of an idea until its implementation— 28 ANNA UNIVERSITY CHENNAI . Most of FedEx’s competitors have already mimicked the system. Information technology and especially EC play a major role in BPR. and determining production schedules and deliveries accordingly. The efforts taken by companies for continuous improvement are       Improved productivity Improved decision making Managing Information Change in management Customer service Innovation and Creativity. Similarly. almost in real time. The major areas in which E-Commerce supports BPR are  Reducing cycle time and time to market: Reducing the business process time (cycle time) is extremely important for increasing productivity and competitiveness. many companies continuously conduct innovative programs. For example.) into the just-in-time assembly operation. There is a variety of EC supported strategic systems. using its extranets. Intel is taking its products’ consumption in 11 of its largest customers. However.

in which companies form a special organization for a specific. Customer-focused approach: Companies are becoming increasingly customer oriented. And.2. NOTES Business alliances Many companies realize that alliances with other companies. limited-time mission. For example. In mass customization. attributes such as viable application design. establishing permanent supplier-company relationships and creating joint research efforts. Electronic commerce is an ideal facilitator of mass customization. integration with business processes. 1.3 E-Commerce Communities What it is that will drive e-commerce in the future? — in a word. information and knowledge they need for making quick decisions. 29 ANNA UNIVERSITY CHENNAI . the Internet and the intranets enable empowered employees to access data. a company produces a large quantity of identical items. and overall performance matter.E-COMMERCE TECHNOLOGY AND MANAGEMENT    time to market—is important because those who can be first on the market with a product. Some knowledge bases are open to the public for a fee over the Internet. yes. such as sharing resources. even competitors can be beneficial. In mass production. Information Technology allows the decentralization of decision making and authority but simultaneously supports a centralized control. Management delegates authority to teams who can execute the work faster and with fewer delays. generating income. enjoy a distinct competitive advantage. One of the most interesting types is the temporary joint venture. Empowerment of employees and collaborative work: Empowerment is related to the concept of self-directed teams. Knowledge management: Employees can access organizational know-how via their company’s intranet. or who can provide customers with a service faster than competitors. There are several types of alliances. items are produced in a large quantity but are customized to fit the desires of each customer. it’s community. We certainly have the technology to build great business-to-consumer and business-tobusiness ecommerce applications into our business models. This can be done in part by changing manufacturing processes from mass production to mass customization.

and production control processes. Such a strategy currently requires multiple technical approaches. The tools that form online communities include discussion or forum software. instant messaging. In e-business. processing of payments. This will also serve to potentially drive new business opportunities for both parties. ordering and replenishment of stocks.DBA 1727 NOTES A successful community strategy must embrace the idea of moving the one-onone communication that occurs offline into the virtual world of e-commerce. information and communications technology (ICT) is used in inter-business or inter-organizational transactions (transactions between and among firms/ organizations) and in business-to-consumer transactions (transactions between firms/ organizations and individuals). philosophies and computing paradigm of the new economy. video. In e-commerce.4 Is e-Commerce the Same as e-Business? While some use e-commerce and e-business interchangeably. A private discussion area or secured online meetings can go a long way toward building stronger relationships between companies. chat functions. Online conversation with business partners will also give net positive results. ICT is used to enhance one’s business. among others. Production processes. 1. Building community has to be at the heart of any successful ecommerce strategy. You may choose to invest slowly at first and increase your community commitment over time. two-way mailing lists. However. and more.” Three primary processes are enhanced in e-business: 1. A more comprehensive definition of e-business is: “The transformation of an organization’s processes to deliver additional customer value through the application of technologies. which include procurement. 30 ANNA UNIVERSITY CHENNAI . audio. It includes any process that a business organization (either a for-profit. they are distinct concepts. governmental or non-profit entity) conducts over a computer-mediated network. we believe community solutions will soon become more integrated and far-reaching. electronic links with suppliers. on the other hand.2. online collaboration tools.


2. Customer-focused processes, which include promotional and marketing efforts, selling over the Internet, processing of customers’ purchase orders and payments, and customer support, among others; and 3. Internal management processes, which include employee services, training, internal information-sharing, videoconferencing, and recruiting. Electronic applications enhance information flow between production and sales forces to improve sales force productivity. Workgroup communications and electronic publishing of internal business information are likewise made more efficient. The Internet economy pertains to all economic activities using electronic networks as a medium for commerce or those activities involved in both building the networks linked to the Internet and the purchase of application services such as the provision of enabling hardware and software and network equipment for Web-based/online retail and shopping malls (or “e-malls”). 1.3 BENEFITS AND LIMITATIONS OF E-COMMERCE Few innovations in human history encompass as many potential benefits as EC does. The global nature of the technology, low cost, opportunity to reach hundreds of millions of people (projected within 10 years), interactive nature, variety of possibilities, and resourcefulness and rapid growth of the supporting infrastructures (especially the Web) result in many potential benefits to organizations, individuals, and society. These benefits are just starting to materialize, but they will increase significantly as EC expands. 1.3.1 The Benefits of EC       The new markets could be accessed through the online and extending the service offerings to customers globally. Internet shrinks the globe and broaden current geographical parameters to operate globally Marketing and promotional campaigns can be done globally at the reduced cost. Retaining the customer and the customer services could be improved drastically. Strengthen relationships with customers and suppliers ? Streamline business processes and administrative functions



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No added sales staff A catalogue which is quickly and easily updateable. This means that when prices or stocks are changed, you don’t have to have hundreds or thousands of obsolete catalogues lying around. You don’t have to wait for the printer to deliver the catalogue before the new prices can come into effect. The facility to advertise daily, weekly or monthly ‘specials’ and sales, or any special discounts - and they can be changed within minutes, when and if necessary. You can also add a marketing message which highlights your strengths, such as the range and quality of your products or services - or anything else you want to tell your customers. Benefits to Organizations  Electronic commerce expands the marketplace to national and international markets. With minimal capital outlay, a company can easily and quickly locate more customers, the best suppliers, and the most suitable business partners worldwide. Electronic commerce decreases the cost of creating, processing, distributing, storing, and retrieving paper-based information. For example, by introducing an electronic procurement system, companies can cut the purchasing administrative costs by as much as 85 percent. Ability for creating highly specialized businesses. For example, dog toys which can be purchased only in pet shops or department and discount stores in the physical world, are sold now in a specialized www.dogtoys.com Electronic commerce allows reduced inventories and overhead by facilitating “pull”-type supply chain management. In a pull-type system the process starts from customer orders and uses just-in-time manufacturing. Electronic commerce reduces the time between the outlay of capital and the receipt of products and services. Electronic commerce initiates business processes reengineering projects. By changing processes, productivity of salespeople, knowledge workers, and administrators can increase by 100 percent or more. Electronic commerce lowers telecommunications cost-the Internet is much cheaper than VANs.

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Other benefits include improved image, improved customer service, newfound business partners, simplified processes, compressed cycle and delivery time, increased productivity, eliminating paper, expediting access to information, reduced transportation costs, and increased flexibility.

NOTES Benefits to Consumers   Electronic commerce enables customers to shop or do other transactions 24 hours a day, all year round, from almost any location. Electronic commerce provides customers with more choices; they can select. Electronic commerce frequently provides customers with less expensive products and services by allowing them to shop in many places and conduct quick comparisons. In some cases, especially with digitized products, EC allows quick delivery. Customers can receive relevant and detailed information in seconds, rather than days or weeks. Electronic commerce makes it possible to participate in virtual auctions. Electronic commerce allows customers to interact with other customers in electronic communities and exchange ideas as well as compare experiences. Electronic commerce facilitates competition, which results in substantial discounts.

     Benefits to Society  Electronic commerce enables more individuals to work at home and to do less travelling for shopping, resulting in less traffic on the roads and lower air pollution. Electronic commerce allows some merchandise to be sold at lower prices, so less affluent people can buy more and increase their standard of living. Electronic commerce enables people in Third World countries and rural areas to enjoy products and services that otherwise are not available to them. Electronic commerce facilitates delivery of public services, such as health care, education, and distribution of government social services at a reduced cost and/or improved quality. Health-care services, for example, can reach patients in rural areas.

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1.3.2 The Limitations of EC The limitations of EC can be grouped into technical and non-technical categories. Technical Limitations of EC       There is a lack of system security, reliability, standards, and some communication protocols. Insufficient telecommunication bandwidth. The software development tools are still evolving and changing rapidly. It is difficult to integrate the Internet and EC software with some existing applications and databases. Vendors may need special Web servers and other infrastructures, in addition to the network servers. Some EC software might not fit some hardware, or may be incompatible with some operating systems or other components. Non-technical Limitations Of the many non-technical limitations that slow the spread of EC, the following are the major ones.  Cost and justification: The cost of developing EC in-house can be very high, and mistakes due to lack of experience may result in delays. There are many opportunities for outsourcing, but where and how to do it is not a simple issue. Furthermore, to justify the system one must deal with some intangible benefits (such as improved customer service and the value of advertisement), which are difficult to quantify. Security and privacy: These issues are especially important in the B2C area, especially security issues which are perceived to be more serious than they really are when appropriate encryption is used. Privacy measures are constantly improved. Yet, the customers perceive these issues as very important, and, the EC industry has a very long and difficult task of convincing customers that online transactions and privacy are, in fact, very secure. Lack of trust and user resistance: Customers do not trust an unknown faceless seller (sometimes they do not trust even known ones), paperless


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transactions, and electronic money. So switching from physical to virtual stores may be difficult. Other limiting factor:. Lack of touch and feel online. Some customers like to touch items such as clothes and like to know exactly what they are buying. Many legal issues are as yet unresolved, and government regulations and standards are not refined enough for many circumstances. Electronic commerce, as a discipline, is still evolving and changing rapidly. Many people are looking for a stable area before they enter into it. There are not enough support services. For example, copyright clearance centres for EC transactions do not exist, and high-quality evaluators, or qualified EC tax experts, are rare. In most applications there are not yet enough sellers and buyers for profitable EC operations. Electronic commerce could result in a breakdown of human relationships. Accessibility to the Internet is still expensive and/or inconvenient for many potential customers. (With Web TV, cell telephone access, kiosks, and constant media attention, the critical mass will eventually develop.) Despite these limitations, rapid progress in EC is taking place. For example, the number of people in the United States who buy and sell stocks electronically increased from 300,000 at the beginning of 1996 to about 10 million in fall 1999. As experience accumulates and technology improves, the ratio of EC benefits to costs will increase, resulting in a greater rate of EC adoption. The potential benefits may not be convincing enough reasons to start EC activities


1.4 DATA MINING 1.4.1 Introduction to Data Mining Data mining, the extraction of hidden predictive information from large databases, is a powerful new technology with great potential to help companies focus on the most important information in their data warehouses. Data mining tools predict future trends and behaviours, allowing businesses to make proactive, knowledge-driven decisions. The automated, prospective analyses offered by data mining move beyond the analyses of past events provided by retrospective tools typical of decision support systems. Data mining tools can answer business questions that traditionally were too time-consuming to resolve. They scour databases for hidden patterns, finding predictive information that experts may miss because it lies outside their expectations.

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Most companies already collect and refine massive quantities of data. Data mining techniques can be implemented rapidly on existing software and hardware platforms to enhance the value of existing information resources, and can be integrated with new products and systems as they are brought on-line. What is Data Mining? Data mining is the semi-automatic discovery of patterns, associations, changes, anomalies, rules, and statistically significant structures and events in data. That is, data mining attempts to extract knowledge from data. Data mining differs from traditional statistics in several ways: formal statistical inference is assumption driven in the sense that a hypothesis is formed and validated against the data. Data mining in contrast is discovery driven in the sense that patterns and hypothesis are automatically extracted from data. Said another way, data mining is data driven, while statistics is human driven. The branch of statistics that data mining resembles most is exploratory data analysis, although this field, like most of the rest of statistics, has been focused on data sets far smaller than most that are the target of data mining researchers. Data mining also differs from traditional statistics in that sometimes the goal is to extract qualitative models which can easily be translated into logical rules or visual representations; in this sense data mining is human centered and is sometimes coupled with human-computer interfaces research. Data mining is a step in the data mining process, which is an interactive, semiautomated process which begins with raw data. Results of the data mining process may be insights, rules, or predictive models. The field of data mining draws upon several roots, including statistics, machine learning, databases, and high performance computing. Here, we are primarily concerned with large data sets, massive data sets, and distributed data sets. By large, we mean data sets which are too large to fit into the memory of a single workstation. By massive, we mean data sets which are too large to fit onto the disks of a single workstation or a small cluster of workstations. Instead, massive clusters or tertiary storage such as tape are required. By distributed, we mean data sets which are geographically distributed.



Data mining uses data on past promotional mailings to identify the targets most likely to maximize return on investment in future mailings. Other pattern discovery problems include detecting fraudulent credit card transactions and identifying anomalous data that could represent data entry keying errors. 37 NOTES   ANNA UNIVERSITY CHENNAI . Data mining automates the process of finding predictive information in large databases. in turn. data mining technology can generate new business opportunities by providing these capabilities:  Automated prediction of trends and behaviours.E-COMMERCE TECHNOLOGY AND MANAGEMENT The focus on large data sets is not a just an engineering challenge. Other predictive problems include forecasting bankruptcy and other forms of default. and can be implemented on new systems as existing platforms are upgraded and new products developed. they can analyze massive databases in minutes. A typical example of a predictive problem is targeted marketing. Larger databases. Faster processing means that users can automatically experiment with more models to understand complex data. Both processes require either shifting through an immense amount of material. finding linked products in gigabytes of store scanner data — and mining a mountain for a vein of valuable ore. Data mining techniques can yield the benefits of automation on existing software and hardware platforms.2 The Scope of Data Mining Data mining derives its name from the similarities between searching for valuable business information in a large database — for example. It is only by analyzing large data sets that we can produce accurate logical descriptions that can be translated automatically into powerful predictive mechanisms. 1. it is an essential feature of induction of expressive representations from raw data. Data mining tools sweep through databases and identify previously hidden patterns in one step. Automated discovery of previously unknown patterns. High speed makes it practical for users to analyze huge quantities of data. Otherwise. An example of pattern discovery is the analysis of retail sales data to identify seemingly unrelated products that are often purchased together. When data mining tools are implemented on high performance parallel processing systems. Given databases of sufficient size and quality. or intelligently probing it to find exactly where the value resides.4. yield improved predictions. and identifying segments of a population likely to respond similarly to given events. statistical and machine learning principles suggest the need for substantial user input (specifying meta-knowledge necessary to acquire highly predictive models from small data sets).

and certain routes that have likely been taken by the ship’s captains in that era.4. and natural selection in a design based on the concepts of evolution. These decisions generate rules for the classification of a dataset. You might note that these ships often tend to be found off the coast of Bermuda and that there are certain characteristics to the ocean currents. 1. These capabilities are now evolving to integrate directly with industry-standard data warehouse and OLAP platforms. Genetic algorithms: Optimization techniques that use processes such as genetic combination. if you were looking for a sunken Spanish galleon on the high seas the first thing you might do is to research the times when Spanish treasure had been found by others in the past.DBA 1727 NOTES 1. For instance.4 How Data Mining Works The technique that is used to perform these feats in data mining is called modeling. With these models in hand you sail off looking for treasure where your model indicates it most likely 38 ANNA UNIVERSITY CHENNAI .3 Techniques used in Data Mining The most commonly used techniques in data mining are:   Artificial neural networks: Non-linear predictive models that learn through training and resemble biological neural networks in structure. mutation. Nearest neighbour method: A technique that classifies each record in a dataset based on a combination of the classes of the k record(s) most similar to it in a historical dataset (where k ³ 1). Sometimes called the k-nearest neighbour technique. Rule induction: The extraction of useful if-then rules from data based on statistical significance.    Many of these technologies have been in use for more than a decade in specialized analysis tools that work with relatively small volumes of data. You note these similarities and build a model that includes the characteristics that are common to the locations of these sunken treasures. Specific decision tree methods include Classification and Regression Trees (CART) and Chi Square Automatic Interaction Detection (CHAID) .4. Modeling is simply the act of building a model in one situation where you know the answer and then applying it to another situation that you don’t. Decision trees: Tree-shaped structures that represent sets of decisions.

if you’ve got a good model. however.4.E-COMMERCE TECHNOLOGY AND MANAGEMENT might be given a similar situation in the past. In neither case would you achieve the results you desired and of course you have the opportunity to do much better than random . Hopefully.   Table 1. Table 1. The good news is that you also have a lot of information about your prospective customers: their age.you could use your business experience stored in your database to build a model. say that you are the director of marketing for a telecommunications company and you’d like to acquire some new long distance phone customers. Your problem is that you don’t know the long distance calling usage of these prospects (since they are most likely now customers of your competition). certainly before the advent of computers or data mining technology. Once the model is built it can then be used in similar situations where you don’t know the answer.just as you could randomly sail the seas looking for sunken treasure.Data Mining for Prospecting NOTES 39 ANNA UNIVERSITY CHENNAI . is not much different than the way people build models. sex. What happens on computers. This act of model building is thus something that people have been doing for a long time. credit history etc.4.(a) . For example. sex. You’d like to concentrate on those prospects who have large amounts of long distance usage. You could just randomly go out and mail coupons to the general population . You can accomplish this by building a model. you find your treasure.(a) illustrates the data used for building a model for new customer prospecting in a data warehouse. As the marketing director you have access to a lot of information about all of your customers: their age. credit history and long distance calling usage.4. Computers are loaded up with lots of information about a variety of situations where an answer is known and then the data mining software on the computer must run through that data and distil the characteristics of the data that should go into the model.4.

where you already knew the answer.Data Mining for Predictions If someone told you that he had a model that could predict customer usage how would you know if he really had a good model? The first thing you might try would be to ask him to apply his model to your customer base .4.4.DBA 1727 NOTES The goal in prospecting is to make some calculated guesses about the information in the lower right hand quadrant based on the model that we build going from Customer General Information to Customer Proprietary Information. If the model works. the results can be tested against the data held in the vault to confirm the model’s validity.4.(b) . the best way to accomplish this is by setting aside some of your data in a vault to isolate it from the mining process. 40 ANNA UNIVERSITY CHENNAI . its observations should hold for the vaulted data. Test marketing is an excellent source of data for this kind of modeling. Mining the results of a test market representing a broad but relatively small sample of prospects can provide a foundation for identifying good prospects in the overall market. With data mining. Table 1.4.(b) shows another common scenario for building models: predict what is going to happen in the future. Once the mining is complete. Table 1.

While early adopters of this technology have tended to be in information-intensive industries such as financial services and direct mail marketing. the technology is applicable to any company looking to leverage a large data warehouse to better manage their customer relationships. The results can be distributed to the sales force via a wide-area network that enables the representatives to review the recommendations from the perspective of the key attributes in the decision process. and 41 NOTES    ANNA UNIVERSITY CHENNAI . the attributes of customers with an affinity for the product can be identified.E-COMMERCE TECHNOLOGY AND MANAGEMENT 1. Two critical factors for success with data mining are: a large. The ongoing. A large consumer package goods company can apply data mining to improve its sales process to retailers.5 Profitable Applications A wide range of companies have deployed successful applications of data mining. Using data mining to analyze its own customer experience.4. Some successful application areas include:  A pharmaceutical company can analyze its recent sales force activity and their results to improve targeting of high-value physicians and determine which marketing activities will have the greatest impact in the next few months. The data needs to include competitor market activity as well as information about the local health care systems. Recent projects have indicated more than a 20fold decrease in costs for targeted mailing campaigns over conventional approaches. retention. Data from consumer panels. and so on). Applying this segmentation to a general business database such as those provided by Dun & Bradstreet can yield a prioritized list of prospects by region. A diversified transportation company with a large direct sales force can apply data mining to identify the best prospects for its services. shipments. campaign management. Using a small test mailing. this company can build a unique segmentation identifying the attributes of high-value prospects. A credit card company can leverage its vast warehouse of customer transaction data to identify customers most likely to be interested in a new credit product. well-integrated data warehouse and a well-defined understanding of the business process within which data mining is to be applied (such as customer prospecting. dynamic analysis of the data warehouse allows best practices from throughout the organization to be applied in specific sales situations.

such as data mining. the manufacturer can select promotional strategies that best reach their target customer segments. Data Trends. and design targeted marketing strategies to best reach them. the commoditization of high performance computing through SMP workstations and high performance workstation clusters enables attacking data mining problems that were accessible using only the largest supercomputers of a few years ago. 42 ANNA UNIVERSITY CHENNAI . during this same period the number of scientists. Much of this data is accessible via networks. we describe five external trends which promise to have a fundamental impact on data mining. filter irrelevant information. or techniques. Perhaps the most fundamental external trend is the explosion of digital data during the past two decades.D. which can automate. must be developed. Only one conclusion is possible: either most of the data is destined to be write-only.4. Each of these examples has a clear common ground. the number of new Ph. Data mining requires numerically and statistically intensive computations on large data sets. the amount of data probably has grown between six to ten orders of magnitude. and other analysts available to analyze this data has remained relatively constant. Hardware Trends. During this period. and extract meaningful knowledge. In addition. Through this analysis. The increasing memory and processing speed of workstations enables the mining of data sets using current algorithms and techniques that were too large to be mined just a few years ago. These organizations can now focus their efforts on the most important (profitable) customers and prospects.6 Trends that Effect Data Mining In this section. They leverage the knowledge about customers implicit in a data warehouse to reduce costs and improve the value of customer relationships. the analysis of this data. in part. 1. engineers. On the other hand. For example.’s in statistics graduating each year has remained relatively constant during this period.DBA 1727 NOTES  competitor activity can be applied to understand the reasons for brand and store switching.

5 DATE WAREHOUSING 1. It provides tools to satisfy the information needs of the employees organizational levels-not just for complex data queries. As mentioned above. A data warehouse is a subject-oriented repository designed with enterprise-wide access in mind. Scientific Computing Trends. scientists and engineers today view simulation as a third mode of science. With these types of expectations and constraints. A data warehouse is a collection of computer-based information that is critical to successful execution of enterprise initiatives. In addition. algorithms. and do it all using fewer people and at lower cost.5. A data warehouse is more than an archive for corporate data and more than a new way of accessing corporate data. Business Trends. new protocols. Data mining and knowledge discovery serves an important role linking the three modes of science: theory. With this type of connectivity. and languages are being developed to facilitate distributed data mining using current and next generation networks. accurate and often insightful 43 NOTES ANNA UNIVERSITY CHENNAI . 1. The next generation internet (NGI) will connect sites at OC-3 (155 MBits/sec) speeds and higher. This is over 100 times faster than the connectivity provided by current networks. data mining becomes a fundamental technology. experiment and simulation. react quicker. Today businesses must be more profitable.E-COMMERCE TECHNOLOGY AND MANAGEMENT Network Trends. but as general facility for getting quick. enabling businesses to more accurately predict opportunities and risks generated by their customers and their customers’ transactions. and offer higher quality services than ever before.1 What Is Data Warehousing? The primary concept of data warehousing is that the data stored for business analysis can most effectively be accessed by separating it from the data in the operational systems. especially for those cases in which the experiment or simulation results in large data sets. it becomes possible to correlate distributed data sets using current algorithms and techniques.

5. Integrated: Data that is gathered into the data warehouse from a variety of sources and merged into a coherent whole. Data warehouse users make requests and are delivered information ‘products’ that are created from the components and parts stored in the warehouse. A data warehouse is analogous to a physical warehouse. update and delete production data that feed the data warehouse. Operational systems create data ‘parts’ that are loaded into the warehouse. graphical user interfaces. including relational and multidimensional databases. Operational systems create. 1. extraction / transformation programs. which he defined in the following way: “A warehouse is a subject-oriented. He defined the terms in the sentence as follows: Subject Oriented: Data that gives information about a particular subject instead of about a company’s ongoing operations. 44 ANNA UNIVERSITY CHENNAI . and more. integrated. Time-variant: All data in the data warehouse is identified with a particular time period. Some of those parts are summarised into information ‘components’ and are stored in the warehouse.2 Definitions Data Warehouse: The term Data Warehouse was coined by Bill Inmon in 1990. A data warehouse is typically a blending of technologies. A data warehouse is designed so that its users can recognize the information they want and access that information using simple tools. client/ server architecture. One of the principal reasons for developing a data warehouse is to integrate operational data from various sources into a single and consistent architecture that supports analysis and decision-making within the enterprise.DBA 1727 NOTES information. time-variant and nonvolatile collection of data in support of management’s decision making process”.

However. (multi-terabyte data warehouses are not uncommon). while data warehouses are generally enterprise in scope. only a certain number of periods of history are kept in the warehouse. This definition remains reasonably accurate almost ten years later.5.tired data structures of a Data Warehouse that supports data ranging from detailed transactional level to high . populating. and what you do with it. Data warehousing is essentially what you need to do in order to create a data warehouse. a single-subject data warehouse is typically referred to as a data mart. More data is added but data is never removed. but is no less accurate.3 ADVANTAGES OF DATA WAREHOUSE Implementing a Data warehouse provides significant benefits many tangible. A data warehouse is “a copy o f transaction data specifically structured for query and analysis”. Having a Data Warehouse also eliminates the resource drain on production systems when executing long . This definition provides less insight and depth than Mr. some intangible. and then querying a data warehouse and can involve a number of discrete technologies such as: 1. It is the process of creating. For instance.A Data Warehouse allows reduction of staff and computer resources required to support queries and reports against operational and production databases. NOTES  45 ANNA UNIVERSITY CHENNAI . if three years of data are decided on and loaded into the warehouse.Increased quality and flexibility of enterprise analysis arises from the multi .level summary information. every month the oldest month will be “rolled off” the database. Ralph Kimball provided a much simpler definition of a data warehouse. This enables management to gain a consistent picture of the business.  More cost effective decision making . Also. Guaranteed data accuracy and reliability result from ensuring that a Data Warehouse contains only ‘trusted’ data.running. This typically offers significant savings. complex queries and reports. Due to the large amount of storage required for a data warehouse. data warehouses can be volatile. Inmon’s. and the newest month added.E-COMMERCE TECHNOLOGY AND MANAGEMENT Non-volatile Data is stable in a data warehouse. Better enterprise intelligence .

effective means of establishing both data standardization and operational system interoperability. Business reengineering .An enterprise can maintain better customer relationships by correlating all customer data via a single Data Warehouse architecture. it contains the information required to find and access the actual data.DBA 1727 NOTES    Enhanced customer service . wherever it actually resides. results in better enterprise goals and measure.5. regional.wide data requirements provides a cost . organize. Information systems reengineering .A Data Warehouse that is based upon enterprise. package. it performs the role of departmental. Data Warehouse development can be an effective first step in reengineering the enterprise’s legacy systems. Knowing what information is important to an enterprise will provide direction and priority for reengineering efforts. Just defining the requirements for Data Warehouse. along with schemas (information about data) and the processing logic used to organize. the organization builds a series of data libraries over time and eventually links them via an enterprise wide logical data warehouse. Logical data warehouse: This contains all the metadata. They are also called executive information systems (EIS) 46 ANNA UNIVERSITY CHENNAI . Decision support systems (DSSs): These systems are not data warehouses but applications that make use of the data warehouse. physical database into which all the corporate data for the data warehouse are gathered. package and pre-process the data for end user access. Data library: This is a subset of the enterprise wide data warehouse. Physical data warehouse: This is an actual. As part of the data warehouse process. In addition. or functional data warehouse. business rules and processing logic required scrub.4 Types of Data warehouses: The term data warehouse is currently being used to describe a number of different facilities each with diverse characteristics. and pre-process the data.Allowing unlimited analysis of enterprise information often provides insights into enterprise processes that may yield breakthrough ideas for reengineering those processes. Typically. 1.


1.5.5 Aspects of Data Warehouse Architecture This list of aspects of architecture that the data warehouse decision maker will have to deal with themselves. There are many other architecture issues that affect the data warehouse, e.g., network topology, but these have to be made with all of an organization’s systems in mind (and with people other than the data warehouse team being the main decision makers.) Data consistency architecture This is the choice of what data sources, dimensions, business rules, semantics, and metrics an organization chooses to put into common usage. It is also the equally important choice of what data sources, dimensions, business rules, semantics, and metrics an organization chooses not to put into common usage. This is by far the hardest aspect of architecture to implement and maintain because it involves organizational politics. However, determining this architecture has more to do with determining the place of the data warehouse in your business than any other architectural decision. In my opinion, the decisions involved in determining this architecture should drive all other architectural decisions. Reporting data store and staging data store architecture The main reasons we store data in a data warehousing systems are so they can be: 1) reported against, 2) cleaned up, and (sometimes) 3) transported




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Data modeling architecture This is the choice of whether you wish to use demoralized, normalized, objectoriented, proprietary multidimensional, etc. data models. As you may guess, it makes perfect sense for an organization to use a variety of models. Tool architecture This is your choice of the tools you are going to use for reporting and for what I call infrastructure. Processing tiers architecture This is your choice of what physical platforms will do what pieces of the concurrent processing that takes place when using a data warehouse. This can range from an architecture as simple as host-based reporting to one as complicated. Security architecture If you need to restrict access down to the row or field level, you will probably have to use some other means to accomplish this other than the usual security mechanisms at your organization. Note that while security may not be technically difficult to implement, it can cause political consternation. In the long run, decisions on data consistency architecture will probably have much more influence on the return of investment in the data warehouse than any other architectural decisions. To get the most return from a data warehouse (or any other system), business practices have to change in conjunction with or as a result of the system implementation. Conscious determination of data consistency architecture is almost always a prerequisite to using a data warehouse to effect business practice change.




1.6 NETWORK INFRASTRUCTURE REQUIREMENTS The network infrastructure is the underlying foundation of the system. It forms the services that create the operating makeup of your network. In a Communications Services deployment, determining your network infrastructure from the project goals ensures that you will have an architecture that can scale and grow. 1.6.1 The Existing Network We need to understand our existing network infrastructure to determine how well it can meet the needs of our deployment goals. By examining our existing infrastructure, we identify if we need to upgrade existing network components or purchase new network components. We should build up a complete map of the existing network by covering these areas: 1. Physical communication links, such as cable length, grade, and so forth 2. Communication links, such as analog, ISDN, VPN, T3, and so forth, and available bandwidth and latency between sites 3. Server information, including:  Host names  IP addresses  Domain Name System (DNS) server for domain membership 4. Locations of devices on your network, including:  Hubs  Switches  Modems  Routers and bridges  Proxy servers 5. Number of users at each site, including mobile users




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After completing this inventory, you need to review that information in conjunction with your project goals to determine what changes are required so that you can successfully deliver the deployment. 1.6.2 Network Infrastructure Components The following common network infrastructure components have a direct impact upon the success of your deployment:      Routers and switches Firewalls Load balancers Storage Area Network (SAN) DNS

Routers and Switches Routers connect networks of your infrastructure, enabling systems to communicate. You need to ensure that the routers have spare capacity after the deployment to cope with projected growth and usage. In a similar vein, switches connect systems within a network. Routers or switches running at capacity tend to induce escalating bottlenecks, which result in significantly longer times for clients to submit messages to servers on different networks. In such cases, the lack of foresight or expenditure to upgrade the router or switch could have a personnel productivity impact far greater than the cost. Firewalls Firewalls sit between a router and application servers to provide access control. Firewalls were originally used to protect a trusted network (yours) from the untrusted network (the Internet). These days, it is becoming more common to protect application servers on their own (trusted, isolated) network from the untrusted networks (your network and the Internet). Router configurations add to the collective firewall capability by screening the data presented to the firewall. Router configurations can potentially block undesired services


(such as NFS, NIS, and so forth) and use packet-level filtering to block traffic from untrusted hosts or networks. In addition, when installing a Sun server in an environment that is exposed to the Internet, or any untrusted network, reduce the Solaris software installation to the minimum number of packages necessary to support the applications to be hosted. Achieving minimization in services, libraries, and applications helps increase security by reducing the number of subsystems that must be maintained. The Solaris™ Security Toolkit provides a flexible and extensible mechanism to minimize, harden, and secure Solaris systems. Load Balancers Use load balancers to distribute overall load on your Web or application servers, or to distribute demand according to the kind of task to be performed. If, for example, you have a variety of dedicated applications and hence different application servers, you might use load balancers according to the kind of application the user requests. If you have multiple data centers, you should consider geographic load balancing. Geographic load balancing distributes load according to demand, site capacity, and closest location to the user. If one center should go down, the geographic load balancer provides failover ability. For load balancers on Web farms, place the hardware load balancers in front of the servers and behind routers because they direct routed traffic to appropriate servers. Software load balancing solutions reside on the Web servers themselves. With software solutions, one of the servers typically acts a traffic scheduler. A load balancing solution is able to read headers and contents of incoming packets. This enables you to balance load by the kind of information within the packet, including the user and the type of request. A load balancing solution that reads packet headers enables you to identify privileged users and to direct requests to servers handling specific tasks. Storage Area Networks (SANs) Understanding the data requirements of the storage system is necessary for a successful deployment. Increasingly, SANs are being deployed so that the storage is



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independent of the servers used in conjunction with it. Deploying SANs can represent a decrease in the time to recover from a non-functional server as the machine can be replaced without having to relocate the storage drives. Use these questions to evaluate if your deployment storage requirements would be best served through a SAN:     Are reads or writes more prevalent? Do you need high I/O rate storage? Is striping the best option? Do you need high uptime? Is mirroring the best option? How is the data to be backed up? When is it going to be backed up?

Domain Name System (DNS) Servers which make heavy usage of DNS queries should be equipped with a local caching DNS server to reduce lookup latency as well as network traffic. When determining your requirements, consider allocating host names for functions such as mailstore, mail-relay-in, mail-relay-out, and so forth. You should consider this policy even if the host names all are currently hosted on one machine. With services configured in such a way, relocation of the services to alternate hardware significantly reduces the impacts of the change. 1.6.3 Planning Your Network Infrastructure Layout In deriving your infrastructure topology, you need to consider the following topics:       DMZ Intranet Internal network Proxies Firewall Configuration Mobile users

Demilitarized Zone (DMZ) These days, most company networks are configured for a DMZ. The DMZ separates the corporate network from the Internet. The DMZ is a tightly secured area into

these servers typically contain no information about the internal network. FTP servers. and remote access. To limit exposure in case of a security breach from such attacks. internal DNS. You might want to segment an inbound-only DMZ and an outbound-only DMZ. You need to separate appropriate connections of these types from the rest of the network. These machines are hardened to withstand the attacks they might face. Just as the Internet services are segmented. as they do not reside on the same segment as hosts that could be compromised by an external attack. DMZ implementations have moved the segment behind the firewall as firewall security and facilities have increased in robustness. DNS and mail). inbound email can still be received. security issues exist with VPN and remote access traffic. For example. However. However. However. Internally. A simpler network design might only define separate DMZ segments for Internet services. 53 NOTES ANNA UNIVERSITY CHENNAI . given the potential of a denial-of-service attack interrupting DNS or email. mail servers. Also. consider creating separate inbound and outbound servers to provide these services. and external DNS on a DMZ segment. so too. You should continue to locate all machines hosting Web servers.E-COMMERCE TECHNOLOGY AND MANAGEMENT which you place servers providing Internet services and facilities (for example. file serving. web servers). This design protects your internal hosts. with respect to the type of connection requests. Apply the same approach to DNS servers. Separation of services in this manner also permits tighter controls to be placed on the router filtering. Should an email-based Trojan horse or worm get out of control and overrun your outbound mail server. VPN access. mail. Progressively. limit outbound initiated traffic to the Internet to those machines requiring access to the Internet to carry out the service they are providing (for example. the DMZ still remains segmented from the internal networks. and so on) that are meant solely for internal users. The firewall providing the DMZ segmentation should allow only inbound packets destined to the corresponding service ports and hosts offering the services within the DMZ. are the internal services. you also have similar services to offer (Web. the name server facilities only include the server and the routers to the Internet. Intranet The DMZ provides a network segment for hosts that offer services to the Internet.

proxies become helpful. In addition. which in turn makes the request on the machine’s behalf. 54 ANNA UNIVERSITY CHENNAI . Place a proxy on an internal network segment. Machines on internal networks should not communicate directly with machines on the Internet. A host on the intranet can in turn communicate with a host in the DMZ to complete a service (such as outbound email or DNS). In this situation. better yet. Preferably. these machines avoid direct communication with machines in the DMZ. or. Ultimately. and test network segments are also included in this list.DBA 1727 NOTES Just as you separate the Internet-facing services into the DMZ for security. This relay out to the Internet helps shield the machine from any potential danger it might encounter. The firewall rules providing the segmentation should be configured similarly to the rules used for the DMZ’s firewall. Proxies Only the machines directly communicating with machines on the Internet should reside in the DMZ. your private internal services should reside in their own internal DMZ. If users require Internet access. lab. These machines request information from hosts residing on the intranet. Inbound traffic should come solely from machines relaying information from the DMZ (such as inbound email being passed to internal mail servers) and machines residing on the internal network. Identify the type of internal network traffic and services used on each of these segments to determine if an internal firewall would be beneficial. Internal Network The segments that remain make up your internal network segments. though. Use a firewall between each internal network segment to filter traffic to provide additional security between departments. this creates a problem based on your previous topology decisions. This indirect communication is acceptable. an intranet segment. Development. just as multiple DMZs can be beneficial—depending on your services and your network’s size—multiple intranets might also be helpful. the services they require should reside on hosts in the intranet. These segments house users’ machines or departmental workstations. A machine requiring access to the Internet can pass its request onto the proxy.

By preventing IP spoofing.alone computers made no sense made the network possible. However. Mobile Users When you have remote or mobile users. pay attention to how you will provide them access to the facilities.E-COMMERCE TECHNOLOGY AND MANAGEMENT Because the proxy communicates directly with machines on the Internet. When there were too many of them. To keep this communication indirect.alone networks 55 NOTES ANNA UNIVERSITY CHENNAI . Based on your network’s topology. this conflicts with the desire to prevent internal machines from directly communicating with DMZ machines. not from the Internet.1 Introduction to TCP/IP: The realization that stand . people realized that stand .7. Use the same IP-spoofing protection on any internal firewall as well. this possibility is eliminated. use a double proxy system. and the potential for bypassing IP address-based authorization and the other firewallfiltering rules is reduced. Use IP-spoofing protection whenever possible. it should reside in the DMZ. Will there be any facilities they cannot access? What kind of security policies do you need to address? Will you require SSL for authentication? Also. which in turn makes the actual connection out on the Internet.7 TRANSMISSION CONTROL PROTOCOL/INTERNET PROTOCOL TCP / IP 1. the only packets containing a source IP address from your internal machines should come from within the network itself. Firewall Configuration In addition to the typical packet-filtering features. 1. A second proxy residing in the intranet passes connection requests of the internal machines to the proxy in the DMZ. it was likely spoofed. if there is only one entry point into your network from the Internet and a packet is received from the Internet with a source address of one of your internal machines. examine whether your mobile user population is stable or is expected to increase over time. For instance. most firewalls provide features to prevent IP spoofing.

The solution they found was TCP/IP/. For EC. However.  Interoperable-the system supports computers and software from different vendors. 1. This layered architecture is shown in  56 ANNA UNIVERSITY CHENNAI . operating systems and networking software. Layered-the collection of Internet protocols works in layers with each layer building on the layers at lower levels. On the battlefield a communications network will sustain damage.neutral. because of the automatic recovery. and finally to the global Internet. This was the problem confronting the US Government and the academic community in the late 60s. and even the geographical location. The solution had to be vendor .DBA 1727 NOTES made little sense either. the US Department of Defence (DOD) initiated work on a project with a simple objective: develop a set of standard rules (Protocols) which could be used by all machines and networks to communicate. independent of the hardware or the operating system. networks.7. It was initially successful because it delivered a few basic services that everyone needs (file transfer. network problems can go undiagnosed and uncorrected for long periods of time. It became so successful that both the Internet and the World Wide Web adopted it is their protocol. The protocols around which the Internet was designed embody a series of design principles. Several computers in a small department can use TCP/IP (along with other protocols) on a single LAN.2 Internet Protocols: A protocol is a set of rules that determines how two computers communicate with one another over a network. This design allows the construction of very large networks with less central management. Everything they had was heterogeneous-computers. electronic mail. The IP component provides routing from the department to the enterprise network. and that they also needed to talk to one another. Something had to be done. remote logon) across a very large number of client and server systems. Connecting these networks was either impossible or done using expensive proprietary network devices. so the DOD designed TCP/IP to be robust and automatically recover from any node or phone line failure. then to regional networks. TCP and IP were developed to connect a number different networks designed by different vendors into a network of networks (the “Internet”). this means that the customers or businesses are not required to buy specific systems in order to conduct business. Rather than surrender to the monopoly of vendors.

The job of the post office is to deliver the mail. The most accurate name for the set of protocols are describing is the “Internet protocol suite”. This means that the interpretation of the data happens at the application layer(i. NOTES 1. TCP and IP are two of the protocols in this suite.e the sending and the receiving side) and not at the network layers.known TCP/IP network.the Internet is based on end-to-end protocols. Because TCP and IP are the best known of the protocols. It was developed by a community of researchers centered around the ARPAnet. 57 ANNA UNIVERSITY CHENNAI .E-COMMERCE TECHNOLOGY AND MANAGEMENT   Simple-each of the layers in the architecture provides only a few functions or operations. End-to end.7.3 What is TCP/IP? TCP/IP is a set of protocols developed to allow cooperating computers to share resources across a network. it has become common to use the term TCP/IP or IP/ TCP to refer to the whole family. only the sender and the receiver are concerned about its contents. This means that application programmers are hidden from the complexities of the underlying hardware. It is much like the post office. Certainly the ARPAnet is the best.

58 ANNA UNIVERSITY CHENNAI . etc. in the right order. This is another reason why it’s more suited to streaming-data applications: there’s less screwing around that needs to be done with making sure all the packets are there.contained. TCP adds support to detect errors or lost data and to trigger retransmission until the data is correctly and completely received. These include IP. It does not provide the same features as TCP.4 TCP/IP Services Initially TCP/IP was used mostly between minicomputers or mainframes.DBA 1727 NOTES TCP/IP is a family of protocols. These machines had their own disks. although this is unsuitable for some applications. or to send files to another computer. TCP . The Internet authorities assign ranges of numbers to different organizations. The file transfer protocol (FTP) allows a user on any computer to get files from another computer. and that sort of thing. The organizations assign groups of their numbers to departments. it has lower overhead than TCP. transferring files between computers. 1. IP forwards each packet based on a four byte destination address (the IP number). whether they ever made it to their destination. A few provide “low. or finding out who is logged in on another computer.is responsible for verifying the correct delivery of data from client to server. TCP. sending mail.” Again.   Others are protocols for doing specific tasks. and generally were self.. Thus the most important “traditional” TCP/IP services are: File transfer. and is thus considered “unreliable.level” functions needed for many applications. UDP (User Datagram Protocol) is a simple transport-layer protocol. IP operates on gateway machines that move data from department to organization to region and then around the world. Data can be lost in the intermediate network. Security is handled by requiring the user to specify a user name and password for the other computer. and UDP. it does have much more applicability in other applications than the more reliable and robust TCP.7.g.  IP . e. One of the things that makes UDP nice is its simplicity.is responsible for moving packet of data from node to node. Because it doesn’t need to keep track of the sequence of packets.

The goals of TCP/IP were set by the US Department of Defence. type of machine and network . it may be turned off. This allows you to send messages to users on other computers.This was necessary to finally break the monopoly of vendors who claimed that their product alone will save the world. That is. in order to send the mail. in whatever manner it would normally ask a user who had just dialed it up. anything you type is sent to the other computer. mail is normally handled by a larger system. or it may be running an application other than the mail system. Every character you type is sent directly to the other system. The most serious is that a micro is not well suited to receive computer mail. Originally. Computer mail. and today. There are some problems with this in an environment where microcomputers are used. 59 NOTES ANNA UNIVERSITY CHENNAI . the mail software expects to be able to open a connection to the addressee’s computer. These rules are independent of the applications that have no idea of what is going on at the two ends of the communication channel. They would maintain “mail files” on those machines.5 Features Of Tcp/Ip A protocol is a set of rules that have to use by two or more machines to talk to one another. Microcomputer mail software then becomes a user interface that retrieves mail from the mail server. You start a remote session by specifying a computer to connect to. where it is practical to have a mail server running all the time. Generally. If this is a microcomputer.E-COMMERCE TECHNOLOGY AND MANAGEMENT Remote login The network terminal protocol (TELNET) allows a user to log in on any other computer on the network. the connection to the remote computer behaves much like a dialup connection. But the telnet program effectively makes your computer invisible while it is running. the remote system will ask you to log in and give a password. The computer mail system is simply a way for you to add a message to another user’s mail file. people tended to use only one or two specific computers. 1. From that time until you finish the session. When you send mail. For this reason. Note that you are really still talking to your own computer. they are its inherent features:  Independence of vendor.7.

remote login and remote execution of commands. irrespective of the distance travelled. Berkeley developed an entire suite of tools that are today known as the r – utilities because all their command names are prefixed with an “r.7. pine and elm mailers Remote printing which allows people to access printers on remote computers as if they were connected locally The Hyper Text Transport Protocol (HTTP) of the World Wide Web which browsers like Netscape use to fetch HTML documents The point – to – Point Protocol (PPP) which makes all these facilities available through a telephone line 1. Post Office Protocol (POP) and the mail.The transmission. must be 100% reliable.DBA 1727 NOTES     Failure recovery . \ 60 ANNA UNIVERSITY CHENNAI . Some of the most important application available in the TCP / IP family are:         ftp and rep for file transfer telnet and rlogin for logging in to remote machines rsh (rcmd in SCO UNIX) for executing a command in a remote machine without logging in The Network File System (NFS) which lets one machine treat the file system of a remote machine as its own The electronic mail service using the Simple Mail Transport Protocol (SMTP). Later. These terms provide a foundation for subsequent chapters illustrates the components of an IP network. Facility to connect new sub networks without significant disruption of services High error rate handling . with facilities for full error control.6 TCP/IP Terminology The Internet standards use a specific set of terms when referring to network elements and concepts related to TCP/IP networking. TCP/IP originally began by the development of a collection of programs (the DARPA set) that enabled computers to talk among themselves. Enable reliable transmission of files. it should be able to divert data immediately through other routes if one or more parts of the network went down.Being originally meant for the defence network.

 which runs an implementation of IP. Subnet  One or more LAN segments that are bounded by routers and use the same IP address prefix. On an IPv6 network. a router also typically advertises its presence and host configuration information. Examples include Internet layer protocols such as the Internet Control Message Protocol (ICMP) and Transport layer protocols such as the Transmission Control Protocol (TCP) and User Datagram Protocol (UDP). A host is typically the source and the destination of IP traffic. LAN segment  A portion of a subnet consisting of a single medium that is bounded by bridges. including routers and hosts. Host  A node that cannot forward IP packets not explicitly addressed to itself (a non-router). Other terms for subnet are network segment and link. Upper-layer protocol A protocol above IP that uses IP as its transport.E-COMMERCE TECHNOLOGY AND MANAGEMENT NOTES Elements of an IP network Common terms and concepts in TCP/IP are defined as follows:   Node Any device. 61 ANNA UNIVERSITY CHENNAI      . Another term for network is internet work. Router  A node that can forward IP packets not explicitly addressed to itself. A host silently discards traffic that it receives but that is not explicitly addressed to itself. Network  Two or more subnets connected by routers.

Packet  The protocol data unit (PDU) that exists at the Internet layer and comprises an IP header and payload. and a host within the network could have the host address of 45.67. Although people are still likely to work with one specific computer.168. A local internet or intranet may easily be connected to the Internet which also uses the same protocol. and mainframes.45. including microcomputers. They could be different programs running on the same computer. For instance.0.168. popularly known as an intranet. Every host in the network has an address as well. 192.DBA 1727 NOTES     Air  A node connected to the same subnet as another node. In that case. and uses the TCP/IP protocol for communication.168 (or strictly speaking. This name is unique throughout the network. if the network is hooked up to the Internet. but also to all connected networks. and every such host has a hostname. All communication between hosts normally takes place through these network interfaces only. A server is a system that provides a specific service for the rest of the network. 192. sometimes a node. Now many installations have several kinds of computers. And. workstations. minicomputers. a computer is known as a host. it has to be unique throughout the world. Interface  The representation of a physical or logical attachment of a node to a subnet.0) could be the address of a network. we have an internet. 62 ANNA UNIVERSITY CHENNAI . A client is another system that uses that service. Every TCP/IP network has an address that is used by external networks to direct their messages. These computers are likely to be configured to perform specialized tasks. 192. (Note that the server and client need not be on different computers. Note that these computer services can all be provided within the framework of TCP/IP. that computer will call on other systems on the net for specialized services. When two or more networks are connected together.67 represents the complete network address of the host. In a network. Each machine is fitted with a network interface card that is connected by wire to the corresponding cards in other machines. This has led to the “server/client” model of network services. and the combination of these two addresses forms the complete network address of the host.) Here are the kinds of servers typically present in a modern computer setup. This address has to be unique not only within the network. Address  An identifier that can be used as the source or destination of IP packets and that is assigned at the Internet layer to an interface or set of interfaces. which is the super – network of all networks. An example of a physical interface is a network adapter.

It lets you put large disks on a few computers. A network file system provides the illusion that disks or other devices from one system are directly connected to other systems. The terminal server will have provisions to switch between 63 NOTES  ANNA UNIVERSITY CHENNAI . Some operate on a command by command basis. This capability is useful for several different purposes. This allows you to access printers on other computers as if they were directly attached to yours. Many installations no longer connect terminals directly to computers. name servers. This includes users and their passwords. there are a number of different collections of names that have to be managed. but still give others access to the disk space. Your computer simply thinks it has some extra disk drives. you simply type the name of a computer. because you don’t have to worry about updating and backing up copies on lots of different machines. In large installations. It makes system maintenance and backup easier. It becomes very tedious to keep this data up to date on all of the computers. There are a number of different kinds of remote execution. Thus the databases are kept on a small number of systems. names and network addresses for computers. That is.E-COMMERCE TECHNOLOGY AND MANAGEMENT     network file systems. remote printing. Aside from the obvious economic benefits. and you are connected to it. this allows people working on several computers to share common files. These computers have no disk drives at all. However there are also “remote procedure call” systems that allow a program to call a subroutine that will run on another computer. A terminal server is simply a small computer that only knows how to run telnet (or some other protocol to do remote login). A number of vendors now offer high-performance diskless computers. This is useful when you can do most of your work on a small computer. They are entirely dependent upon disks attached to common “file servers”. Instead they connect them to terminal servers. Other systems access the data over the network. Generally it is possible to have active connections to more than one computer at the same time. These extra “virtual” drives refer to the other system’s disks. but a few tasks require the resources of a larger system. If your terminal is connected to one of these. (The most commonly used protocol is the remote lineprinter protocol from Berkeley Unix) remote execution. There is no need to use a special network utility to access a file on another system. and accounts. you request that a specific command or set of commands should run on some specific computer. terminal servers.

It is perfectly possible that datagram 14 will actually arrive before datagram 13. they will be put back together into the 15000-octet file. Each of these datagrams is sent through the network individually. information from those connections is broken up into datagrams. and some datagram won’t get through at all. high-performance graphics programs had to execute on a computer that had a bit-mapped graphics screen directly attached to it. and to notify you when output is waiting for another connection. It is also possible that somewhere in the network. In that case. So the protocols will break this up into something like 30 500-octet datagrams. In such applications. For example. Web browsers and servers need as way 64 ANNA UNIVERSITY CHENNAI . the network doesn’t know that there is any connection between them. A datagram is a collection of data that is sent as a single message. but still give you a single graphically-based user interface.7 TCP/IP – Connectionless technology: TCP/IP is built on “connectionless” technology.7. Information is transferred as a sequence of “datagrams”. At that point.e.8 HYPERTEXT MARKUP LANGUAGE (HTML) 1. Like other client/server applications. to start a conversation that will continue for some time). However while those datagrams are in transit.1 Web Based Client / Server Over the past three or four years. However at some level.8. Network window systems allow a program to use a display on a different computer. that datagram has to be sent again. 1. Most networks can’t handle a 15000 octet datagram. the World Wide Web (WWW) has come to dominate the traffic on the Internet. network-oriented window systems.DBA 1727 NOTES  connections rapidly. Each of these datagrams will be sent to the other end. Until recently. The vast majority of EC applications are Web based. and those datagrams are treated by the network as completely separate. the clients are called Web browsers and the servers are simply called Web servers. There are provisions to open connections (i. suppose you want to transfer a 15000 octet file. an error will occur. Full-scale network window systems provide an interface that lets you distribute jobs to the systems that are best suited to handle them. 1.

ge.html. Hypertext is text that is specially coded using a standard system called Hypertext Markup Language (HTML). identify a resource. home page. a new addressing scheme – the URL . as opposed to the following example where all the values are explicitly specified: http://info. appearing on the Web. 1. text files.ch:80/hypertext/Data Sources/ Geographical.. HTTP allows the client to establish a connection with the server and make a request. When a user selects a hypertext link. and file (e. for example. animation and sound. or telnet. In the case of a URL like www.E-COMMERCE TECHNOLOGY AND MANAGEMENT 1) to locate each other so they can send requests and responses back and forth and 2) to communicate with one another.1. 1. The server request identifies the resource that the client is interested in and tells the server what “action” to take on the resource. To fulfil these needs. The complete syntax for an “absolute” URL is access – method: // server –name [: port]/directory/file.8. and ask the server to respond with an 65 NOTES ANNA UNIVERSITY CHENNAI .ch” stored in the directory “Data Sources”. and anywhere else a company can advertise.com”. where the access – method can be http. The World Wide Web encompasses the universe of information that is available via HTTP. HTTP is based on client/server principle. the access – method (http). graphics.and a new protocol – the Hypertext Transport Protocol (HTTP) were introduced.cern.anywhere. or protocol that governs the transfer of hypertext between two or more computers. ftp. in print. This is the default syntax for a URL.html” on the server “info. on billboards. directory. gopher.htm) take default values.1 Universal Resource Locator (URL) Universal Resource Locators (URLs) are ubiquitous. What this URL represents is the Web page “Geographical.2 Hypertext Transfer Protocol (HTTP) Hypertext Transfer Protocol (HTTP) is the set of rules. We are all familiar with “www . the client program on their computer uses HTTP to contact the server. port (80). These links can be textual or graphic and when clicked on. can “link” the user to another resource such as other HTML documents.1.8.com.g.cern. on television. The HTML codes are used to create links.

2 Mark Uplanguages and The Web Web pages can include many elements. using a text mark up language. etc. photographs. Telnet. such as graphics. which is a language that can be used to define other languages. 1. HTML stands for Hypertext Markup Language. which is a subset of a much older and far more complex text markup language called Standard Generalized Markup Language (SGML). 66 ANNA UNIVERSITY CHENNAI . The page structure and text are stored in a text file that is formatted. The most important parts of a Web page. Each of these elements is stored on the Web server as a separate file. SGML was used for many years by the publishing industry to create documents that needed to be printed in various formats and they were revised frequently. HTML.8. HTML is a special kind of text document that is used by Web browsers to present text and graphics. Gopher. HTTP also provides access to other Internet protocols like File Transfer Protocol (FTP).8. A text mark up language specifies a set of tags that are inserted into the text.3 Hypertext Markup Language (Html) A web page is created using HTML. Simple Mail Transfer Protocol (SMTP). provide formatting instructions that Web client software can understand. SGML is a meta language. of marked up. and even small programs that run in the web browser. which is increasingly used to mark up information that companies share with each other over the Internet 1. WAIS. These mark up tags. XML and XHTML have descended from the original SGML specification. In addition to its role as a markup language. also called tags. however. The server accepts the request. The Web client software uses those instructions as it renders the text and page elements contained in the other files into the Web page that appears on the screen of the client computer. The markup language most commonly used on the web is HTML.HTML consists of standardized codes or ‘tags’ that are used to define the structure of information on a web page. Network News Transfer Protocol (NNTP). and then uses HTTP to respond to or perform the action. Another markup language that was derived from SGML for use on the Web is Extensible Markup Language (XML). are the structure of the page and the text that makes up the main part of the page. sound clips.DBA 1727 NOTES action.

then view the file in a web browser. Lynx etc. The title should be placed at the beginning of your document. Most browsers show the title in the window caption bar.E-COMMERCE TECHNOLOGY AND MANAGEMENT The text includes markup tags such as <p> to indicate the start of a paragraph. 1. To try this out. and </p> to indicate the end of a paragraph.8. The title text is preceded by the start tag <title> and ends with the matching end tag </title>.3. Here is what you need to type: <title>My first HTML document</title> Change the text from “My first HTML document” to suit your own needs. A browser interprets the tags in an HTML file and presents the file as a formatted readable web page.1 HTML Tags: HTML tags are used to define areas of document as having certain characteristics.html”. The tags used in HTML usually consist of a code in between two “wickets”. With just 67 ANNA UNIVERSITY CHENNAI . type the above into a text editor and save the file as “test. If the file extension is “..html” or “.       start with a title add headings and paragraphs add emphasis to your text add images add links to other pages use various kinds of lists NOTES Start with a title Every HTML document needs a title.htm” then the browser will recognize it as HTML. HTML documents are often referred to as “Web pages”. The browser retrieves Web pages from Web servers that thanks to the Internet can be pretty much anywhere in World. HTML is standardized and portable. A document that has been prepared using HTML markup “tags” can be viewed using variety of web browsers such as Netscape. These codes are called container tags because the formatting described by the tag affects only the text contained between the tags..

H2 is slightly less important. the least important. Here is how to add an important heading: <h1>An important heading</h1> and here is a slightly less important heading: <h2>A slightly less important heading</h2> Each paragraph you write should start with a <p> tag. unlike the end tags for elements like headings. Something is still missing! People who 68 ANNA UNIVERSITY CHENNAI .jpg” width=”200" height=”150"> The src attribute names the image file. you will be familiar with the built in styles for headings of differing importance. For example: <p>This is the first paragraph. Don’t worry. the browser will show a blank page. The next section will show how to add displayable content.</p> <p>This is the second paragraph. The simple way to add an image is using the <img> tag.</p> Adding a bit of emphasis You can emphasize one or more words with the <em> tag. The width and height aren’t strictly necessary but help to speed the display of your Web page. H1 is the most important. The </p> is optional.jpg” in the same folder/directory as your HTML file. It is 200 pixels wide by 150 pixels high. Let’s assume you have an image file called “peter. and so on down to H6. In HTML there are six levels of headings. for instance: This is a really <em>interesting</em> topic! Adding interest to your pages with images Images can be used to make your Web pages distinctive and greatly help to get your message across. <img src=”peter. Add headings and paragraphs If you have used Microsoft Word.DBA 1727 NOTES a title.

or creating one with a painting or drawing program. and to follow links at the click of a button. while GIF and PNG are good for graphics art involving flat areas of color. You can add a short description as follows: <img src=”peter. JPEG is best for photographs and other smoothly varying images.html”> You can create images in a number of ways.jpg” width=”200" height=”150" alt=”My friend Peter” longdesc=”peter.html” in the same folder/directory as the HTML file you are editing: This a link to <a href=”peter. by scanning an image in.html”. Assuming this has been written in the file “peter. Adding links to other pages What makes the Web so effective is the ability to define links from one page to another. To avoid long delays while the image is downloaded over the network. All three formats support options for progressive rendering where a crude version of the image is sent first and progressively refined. you may need to also give a longer description. The text between the <a> and the </a> is used as the caption for the link. It is common for the caption to be in blue underlined text. For complex images.jpg” width=”200" height=”150" alt=”My friend Peter”> The alt attribute is used to give the short description. you should avoid using large image files. newer browsers also understand the PNG image format. for instance with a digital camera. 69 NOTES ANNA UNIVERSITY CHENNAI . in this case “My friend Peter”.E-COMMERCE TECHNOLOGY AND MANAGEMENT can’t see the image need a description they can read in its absence.html”>Peter’s page</a>. you can add one as follows using the longdesc attribute: <img src=”peter. Lets define a link to the page defined in the file “peter. A single click can take you right across the world! Links are defined with the <a> tag. lines and text. Generally speaking. Most browsers understand GIF and JPEG image formats.

gif” alt=”home page”></a> This uses “/” to refer to the root of the directory tree. for example.w3. and then at a subdirectory of that named “friends” for a file called “john. for instance: <ul> <li>the first list item</li> <li>the second list item</li> <li>the third list item</li> </ul> 70 ANNA UNIVERSITY CHENNAI . for instance to link to www. To link to a page on another Web site you need to give the full Web address (commonly called a URL)..org you need to write: This is a link to <a href=”http://www./” in front of it. i. for instance: <a href=”.html”>Mary’s page</a> If the file you are linking to is in a subdirectory. you need to put the name of the subdirectory followed by a “/” in front of it. Three kinds of lists HTML supports three kinds of lists. the home page./college/friends/john. The first kind is a bulletted list.html”>John’s page</a> Which first looks in the parent directory for another directory called “college”. for instance: <a href=”.html”>Sue’s page</a> The use of relative paths allows you to link to a file by walking up and down the tree of directories as needed.e..org/”>W3C</a>..DBA 1727 NOTES If the file you are linking to is in a parent folder/directory. You can turn an image into a hypertext link. the following allows you to click on the company logo to get to the home page: <a href=”/”><img src=”logo./mary. It uses the <ul> and <li> tags.html”. you need to put “.w3. for instance: <a href=”friends/sue. often called an unordered list.

It uses the <ol> and <li> tags. but the </li> end tag is optional and can be left off. For instance: <dl> <dt>the first term</dt> <dd>its definition</dd> <dt>the second term</dt> <dd>its definition</dd> <dt>the third term</dt> <dd>its definition</dd> </dl> The end tags </dt> and </dd> are optional and can be left off. The second kind of list is a numbered list. one within another. often called an ordered list. but that the </li> is optional and can be left off. This allows you to list terms and their definitions.E-COMMERCE TECHNOLOGY AND MANAGEMENT Note that you always need to end the list with the </ul> end tag. For instance: <ol> <li>the first list item</li> <li> the second list item <ul> <li>first nested item</li> <li>second nested item</li> </ul> 71 NOTES ANNA UNIVERSITY CHENNAI . This kind of list starts with a <dl> tag and ends with </dl> Each term starts with a <dt> tag and each definition starts with a <dd>. you always need to end the list with the </ol> end tag. The third and final kind of list is the definition list. For instance: <ol> <li>the first list item</li> <li>the second list item</li> <li>the third list item</li> </ol> Like bulletted lists. Note that lists can be nested.

w3. </body> contains the markup with the visible content. I recommend you regularly run Tidy over any markup you are editing. The <head> .. </head> contains the title.DBA 1727 NOTES </li> <li>the third list item</li> </ol> You can also make use of paragraphs and headings etc. Here is a template you can copy and paste into your text editor for creating your own pages: <!DOCTYPE html PUBLIC “-//W3C//DTD HTML 4. Tidy is available for a wide range of operating systems from the TidyLib Sourceforge site. Tidy is very effective at cleaning up markup created by authoring tools with sloppy habits. </html> acts like a container for the document. The <html> .. HTML has a head and a body If you use your web browser’s view source feature (see the View or File menus) you can see the structure of HTML pages. and has also been integrated into a variety of HTML editing tools.org/TR/html4/loose.01 Transitional//EN” “http://www.. and is then followed by an <html> tag followed by <head> and at the very end by </html>. 72 ANNA UNIVERSITY CHENNAI . for longer list items.... and information on style sheets and scripts. The document generally starts with a declaration of which version of HTML has been used. while the <body> .dtd”> <html> <head> <title> replace with your document’s title </title> </head> <body> replace with your document’s content </body> </html> Tidying up your markup A convenient way to automatically fix markup errors is to use HTML Tidy which also tidies the markup making it easier to read and easier to edit.

activity based costing. managers and executives to gain insight into data through fast. OLAP technology is being used in an increasingly wide range of applications. in fact for any management system that requires a flexible top down view of an organization. The most common are sales and marketing analysis.9 OLAP: ON-LINE ANALYTICAL PROCESSING 1. consistent. OLAP is now acknowledged as a key technology for successful management in the 90’s. profitability analysis.F. even on very large data volumes. including sales and marketing analysis. manpower and pricing applications and many others. Codd in 1993 to refer a type of application that allows a user to interactively analyze data. An OLAP system is often contrasted to an OLTP (On-Line Transaction Processing) system that focuses on processing transactions such as orders. It describes a class of applications that require multidimensional analysis of business data.9. financial reporting.1 Introduction: The term OLAP (On-Line Analytical Processing) was coined by E.9. 1. OLAP systems enable managers and analysts to rapidly and easily examine key performance data and perform powerful comparison and trend analyses. OLAP is being used for applications such as product profitability and pricing analysis. manpower planning. quality tracking. invoices or general ledger transactions.E-COMMERCE TECHNOLOGY AND MANAGEMENT 1. interactive access to a wide variety of possible views of information that has been transformed from raw data to reflect the real dimensionality of the enterprise as understood by the user. and budgeting and planning. They can be used in a wide variety of business areas. quality analysis. through hierarchies and/ or across members trend analysis over sequential time periods 73 NOTES ANNA UNIVERSITY CHENNAI .2 What is OLAP? On-Line Analytical Processing (OLAP) is a category of software technology that enables analysts. financial reporting and consolidation. OLAP functionality is characterized by dynamic multi-dimensional analysis of consolidated enterprise data supporting end user analytical and navigational activities including:   calculations and modeling applied across dimensions.

such as point-of-sales. CRM. Payment Method’ is created quickly on the database and the results can be recalled by managers equally quickly if needed.DBA 1727 NOTES     slicing subsets for on-screen viewing drill-down to deeper levels of consolidation reach-through to underlying detail data rotation to new dimensional comparisons in the viewing area OLAP is implemented in a multi-user client/server mode and offers consistently rapid response to queries. It is not always necessary to create a data warehouse for OLAP analysis.What are the most popular products purchased by customers between the ages 15 to 30? Part of the OLAP implementation process involves extracting data from the various data repositories and making them compatible. call data modeling. Price. OLTP. Telephone. as well as through analysis of historical and projected data in various “what-if” data model scenarios. OLTPs are designed for optimal transaction speed. Normally data in an organization is distributed in multiple data sources and are incompatible with each other. 74 ANNA UNIVERSITY CHENNAI . Online Transaction Process. databases do not have any difference from a structural perspective from any other databases. OLAP allows business users to slice and dice data at will. OLAP helps the user synthesize enterprise information through comparative. The main difference. they expect the transactions to occur instantaneously. Order Name. Examples of OLTPs can include ERP. A retail example: Point-of-sales data and sales made via call-center or the Web are stored in different location and formats.e. difference is the way in which data is stored. Making data compatible involves ensuring that the meaning of the data in one repository matches all other repositories. Order Number. and only. between 15 and 30) for in store sales. Address. An example of incompatible data: Customer ages can be stored as birth date for purchases made over the web and stored as age categories (i. With a database design. are in types of databases called OLTPs. regardless of database size and complexity. Point-of-Sale applications. Data stored by operational systems. It would a time consuming process for an executive to obtain OLAP reports such as . Call Center. personalized viewing. SCM. This is achieved through use of an OLAP Server. optimized for transactions the record ‘Consumer name. When a consumer makes a purchase online.


OLAP cubes are not strictly cuboids . The most common method is called the star design. OLAPs are designed to give an overview analysis of what happened. such as the ones above. In which zip code did product A sell the most.it is the name given to the process of linking 76 ANNA UNIVERSITY CHENNAI . The quantity shipped on a particular date. data modeling) has to be set up differently. To obtain answers. from a data model OLAP cubes are created. year or quarter. Using the above data model. it is possible to build reports that answer questions such as:    The supervisor that gave the most discounts. The surrounding tables are called the dimensions. OLAPs have a different mandate from OLTPs.e. Star Data Model for OLAP The central table in an OLAP start data model is called the fact table.DBA 1727 NOTES Data are not typically stored for an extended period on OLTPs for storage cost and transaction speed reasons. Hence the data storage (i. month.

Given the current state of technology and the end user requirement for consistent and rapid response times.9. A multi-dimensional structure is arranged so that every data item is located and accessed based on the intersection of the dimension members which define that item. 77 ANNA UNIVERSITY CHENNAI . NOTES OLAP Cube with Time. The OLAP Server may either physically stage the processed multi-dimensional information to deliver consistent and rapid response times to end users. Or a giant cube can be formed with all the dimensions. multi-user data manipulation engine specifically designed to support and operate on multi-dimensional data structures. OLAP analysis can aid an organization evaluate balanced scorecard targets. flexible calculation and transformation of raw data based on formulaic relationships.E-COMMERCE TECHNOLOGY AND MANAGEMENT data from the different dimensions. or offer a choice of both. Aside from producing reports. Steps in the OLAP Creation Process 1. The design of the server and the structure of the data are optimized for rapid ad-hoc information retrieval in any orientation. The cubes can be developed along business units such as sales or marketing. or it may populate its data structures in real-time from relational or other databases.3 OLAP Server An OLAP server is a high-capacity. as well as for fast. staging the multi-dimensional data in the OLAP Server is often the preferred method. Customer and Product Dimensions OLAP can be a valuable and rewarding business tool.

9. Analyzing and modelling complex relationships are practical only if response times are consistently short. The key indicator of a successful OLAP application is its ability to provide information. Finance departments use OLAP for applications such as budgeting. The inherent flexibility of OLAP systems means business users of OLAP applications can become more self sufficient. the data model must be flexible. promotions analysis.5 OLAP Benefits: OLAP applications increase the productivity of business managers. to create joins or worse. Typical manufacturing OLAP applications include production planning and defect analysis. A truly flexible data model ensures that OLAP systems can respond to changing business requirements as needed for effective decision making. Among other applications. sales forecasting. its ability to provide “just – in . financial performance analysis. More control and timely access to strategic information equal more effective decision-making. Sales analysis and forecasting are two of the OLAP applications found in sales departments. and whole organizations. OLAP enables managers to model problems that would be impossible using less flexible systems with lengthy and inconsistent response times. Managers are no longer dependent on IT to make schema changes. marketing departments use OLAP for market research analysis. and financial modelling. activity – based costing (allocations). By using software specifically designed for OLAP. 78 ANNA UNIVERSITY CHENNAI . This requires more than a base level of detailed date. In addition. as needed. and market / customer segmentation. IT developers also benefit from using the right OLAP software. For all the above applications is the ability to provide managers with the information they need to make effective decisions about an organization’s strategic directions.time” information for effective decision.e. developers can deliver applications to business users faster. customer analysis. because the nature of data relationships may not be known in advance. i.making.9. it is certainly not a very efficient use of developer time.DBA 1727 NOTES 1. Although it is possible to build an OLAP system using software designed for transaction processing or data collection. 1.4 Uses Of Olap OLAP applications span a variety of organizational functions. Perhaps more importantly.. developers.

IT reduces the query drag and network traffic on transaction systems or the data warehouse. and data confidentiality. IT gains more self-sufficient users without relinquishing control over the integrity of the data. Within the field of cryptology one can see two separate divisions: cryptography and cryptanalysis.10 CRYPTOGRAPHY 1. User Authentication If you log to a computer system there must (or at least should) be some way that you can convince it of your identity. By using software designed for OLAP. 1. The cryptographer seeks methods to ensure the safety and security of conversations while the cryptanalyst tries to undo the former’s work by breaking his systems. it can verify whether you are entitled to enter the system.1 Introduction to Cryptography The origin of the word cryptology lies in ancient Greek. the famous Roman emperor Julius Caesar used a cipher to protect the messages to his troops. which means hidden and “logos” which means word. The word cryptology is made up of two components: “kryptos”. For example.10. As a result. However. The same principal applies when one person tries to 79 NOTES ANNA UNIVERSITY CHENNAI . Once it knows your identity. and has been used for thousands of years to safeguard military and diplomatic communications. OLAP applications are dependent on data warehouses and transaction processing systems to refresh their source level data. non-repudiation of origin. unlike standalone departmental applications running on PC networks.10. Cryptology is as old as writing itself. data authentication (data integrity and data origin authentication). Faster delivery of applications also reduces the applications backlog OLAP reduces the applications backlog still further by making business users selfsufficient enough to build their own models. IT also realizes more efficient operations through OLAP.E-COMMERCE TECHNOLOGY AND MANAGEMENT providing better service. 1.2 Cryptographic services The main goals of modern cryptography can be seen as: user authentication.

a token. the security can be increased significantly by introducing the well-known challenge-response idea. the system generates a random challenge and sends it to the person or to his device. these biometric systems are not perfect: some legitimate users will inevitably fail the identification and some intruders will be accepted as genuine. which verifies it. These however require specialized equipment and thus a big investment. In case of a token (a mini-calculator). or will even not learn the secret of the users (this requires zero-knowledge protocols). the user should authenticate himself with respect to the device. There are several ways to obtain user authentication. However. using something 80 ANNA UNIVERSITY CHENNAI . This response is then sent back to the system. In order to increase the security. For the time being the first two methods are the ones generally applied. using secret information which has been assigned to him. and many practical systems use a combination of both. This indicates that someone who can eavesdrop this information will later be able to impersonate the user. A similar observation holds true for a magnetic strip card or memory chip. Whether it is a password. Since the user’s memory is limited. One might make use of biometric properties.DBA 1727 NOTES communicate with another: as a first step you want to verify that you are communicating with the right person. Or you could have some specific items with which you can identify yourself: a magnetic strip card. If more sophisticated protocols are used. this information should not vary too much over time. it is a well-known fact that fingerprints. The device will then compute the corresponding response. If a person tries to identify himself to the system. Other techniques include measurements of how a person types his name or writes his signature. the verifier does not need secret information (this requires public-key protocols). but this is not done each time you access the computer. the shape of the hand and retinal pattern of a person are good decision criteria. One might argue that you could change your password. All these systems provide static authentication only. the user will have to enter the challenge on the keyboard. You can give him something only you can know: a password. all these items are being defined at a certain time and often don’t change from there on. a smart card (a hand-held computer the size of a credit-card). or can take into account the location of the user. a pincode. If the user possesses a device which can perform simple computations. Note that in this case the procedure does not authenticate the user but rather his device. and so on. a pincode or a user-id. This process is called user authentication. a (predesigned) user-id. Therefore there must be some way in which you can prove your identity.

NOTES 81 ANNA UNIVERSITY CHENNAI . If both parties are authenticated to each other. Data integrity A data integrity service guarantees that the content of the message. Data integrity by itself is not meaningful: it does not help you to know that the data you have received has not been modified. A well-known example is the Internet that connects universities and companies world-wide. Therefore it should always be combined with data origin authentication. Electronic mail over the Internet does not offer any security. an educated computer user can tap into the messages that are being transmitted over the line.E-COMMERCE TECHNOLOGY AND MANAGEMENT he alone knows. We have A(lice) who sends a message to B(ob). Active wire-taps (modifying and then relaying the messages) are also more difficult than passive wire-taps (listening in on the messages). that was sent. we use the term mutual authentication. It is very easy to read and modify someone’s electronic mail. One could argue that active wire-tapping is difficult. In general. B will not see that the message has been tampered with and will assume A really intended it the way he got it. There is also an enemy who taps the line between them. Data authentication Data authentication consists of two components: the fact that data has not been modified (data integrity) and the fact that you know who the sender is (data origin authentication). You should always be alert for possible intruders in your network or in your communication system. one also requires that the computer authenticates itself to the person logging on. unless you know it has been sent directly to you by the right person. As a consequence. has not been tampered with. In general wire-tapping is only a matter of cost: tapping a telephone line is obviously easier than tapping a coaxial cable or a micro-wave. this enemy can just change the message and then relay it to B. This makes the device useless if it is stolen. If you don’t support data integrity. which is commonly seen as being private.

Thanks to cryptography. falsely.DBA 1727 NOTES Data origin authentication Here one wants to make sure that the person who is claiming to be the sender of the message really is the one from whom it originates. Suppose B is the owner of a mail-order company and he decides to let his customers order through electronic mail. The example of Caesars cipher given in the introduction clearly demonstrates this. If A sends a message to B. but the enemy intercepts it and sends it to B. one wants to make sure that this enemy never understands his contents. In a paper and pencil world. Confidentiality protection is very 82 ANNA UNIVERSITY CHENNAI . there are techniques to ensure against this type of fraud. An example will illustrate the importance of non-repudiation of origin. how can B be sure of the real origin of this data? A variation on this theme is: the enemy could send a message to B claiming it A is the originator. The fact that confidentiality was considered to be much more important than authentication of both sender and data. with a seal and a signature. With data confidentiality we try to protect ourselves against unauthorized disclosure of the message. while non-repudiation with proof of delivery protects against any attempt by the recipient to deny. together with non-repudiation of origin can be explained as follows: the latter services have been provided implicitly by the physical properties of the channel: a letter was written in a recognizable handwriting. but the enemy intercepts it. Non-repudiation with proof of origin protects against any attempts by the sender to repudiate having sent a message. Data confidentiality This aspect of data security certainly is the oldest and best known. Non-repudiation of origin Non-repudiation protects against denial by one of the entities involved in a communication of having participated in all or part of the communication. claiming A has sent it. If A sends a message to B. For him it is really important that he can show to an arbitrary third party that A really ordered the things he is claiming otherwise it would be easy for a customer to deny the purchase of the goods. having received a message. non-repudiation is provided by a manual signature.

Encryption primitives can be used to provide confidentiality. With encryption we transform the clear-text (or plaintext) into cipher-text. 83 NOTES ANNA UNIVERSITY CHENNAI . The oldest ones and most used until now are the symmetric ciphers. authentication primitives can be used to provide data authentication. called decryption. and so on. who has made what kind of withdrawal. . symmetric or conventional ciphers and asymmetric or public-key ciphers.3 Cryptographic primitives The above cryptographic services can be realized by several cryptographic primitives: we distinguish between primitives for encryption. Clearly this would violate individuals and companies rights to privacy. We discuss two types of encryption primitives. we apply the inverse transformation. We will also discuss protocols for user authentication and for key management. Encryption primitives In cryptography one often makes use of encryption. In order to provide confidentiality. 1. the key used to decipher the cipher-text is equal to the one used to encipher the plaintext. Thus it is really important to manage one’s keys and keep them secret where necessary. primitives for authentication. Symmetric ciphers Basically there are two kinds of encryption-schemes. This key is the only thing one needs to know in order to encipher or decipher. World-wide there are several million transactions each day and all of these have to be passed from one financial institution to another.10. and cryptographic protocols.E-COMMERCE TECHNOLOGY AND MANAGEMENT important in the medical world and also in the banking sector. If there were no way to protect confidentiality. it is necessary to transform the message with a cipher. These transformations themselves are public: this makes it possible to analyze these algorithms and to develop efficient implementations. However they use a secret parameter: the keys which are known only by the sender and/ or the receiver. In these schemes. everybody would be able to see who had purchased what. To get back to the original text.

The security of this scheme is related to the mathematical problem of factorization: it is easy to generate two large primes and to multiply them. He keeps one key secret and makes the other one public. only an authentic channel is required. Symmetric versus asymmetric ciphers The biggest drawback of the asymmetric systems up until now has been the relative low performance compared to the symmetric ones. Since then it has been used all over the world and until now no major flaws have been discovered. the number of keys can be reduced. but given a large number that is the product of two primes. the total number of keys required equals n*(n-1)/2.DBA 1727 NOTES The best known cipher in this category is the Data Encryption Standard (DES) that was adopted in 1977 by the American NBS (National Bureau of Standards) as FIPS 46. 84 ANNA UNIVERSITY CHENNAI . In systems without a central trusted server. suppose we have a network of n users each of whom wanting to communicate with the others. Indeed. B is the only one who can decipher the message and read the contents. Each partner thus has two keys. the names of the three inventors). he just enciphers it with B’s public key. it requires a huge amount of computation to find the two prime factors. Since B is the only one who has access to the secret key. Asymmetric ciphers The asymmetric or public-key ciphers are the most recent cryptographic tools. eliminating (expensive) secret channels like couriers. The most popular public-key cipher is the RSA system (RSA stands for Rivest. Since each communication requires a secret key. If A wants to send a message to B. Shamir and Adleman. In contrary to the symmetric systems the key used to encipher and the one used to decipher are different. Public-key systems provide significant benefits in terms of key management: if every user generates his own key.

but for virtually all y in the range of f. and an MDC (Manipulation Detection Code) that works without a key.that it is collision resistant. and RIPE-MD 160. even in software implementations. Hash functions can be used to protect the authenticity of large quantities of data with a short secret key (MAC). In order to be useful for cryptographic applications.4 Authentication primitives One-way functions and hash codes A one-way function is defined as a function f such that for every x in the domain of f.10. and . it is computationally infeasible to find an x such that y=f(x). In addition one requires that it is hard to find a second pre-image: given an x and the corresponding value of f(x). it should be hard to find an x’ different from x which has the same image under f. a hash function has to satisfy some additional requirements. which means that it should be hard to find two arguments hashing to the same result. For a MAC one requires that it should be impossible to compute the MAC without knowledge of the secret key.E-COMMERCE TECHNOLOGY AND MANAGEMENT 1. For an MDC one requires that it is a one-way function. f(x) is easy to compute. These hash functions achieve a very high throughput (Mbit/s). Other dedicated designs are SHA (Secure Hash Algorithm or FIPS 180). One can distinguish two types of hash functions. Several MDC’s have been constructed based on the DES.in most cases . The widely used construction for a MAC is the CBC mode of the DES (with an additional output transformation). One-way functions are used to protect passwords: one will store a one-way image of the password in the computer rather than the password itself. or to protect the authenticity of a short string (MDC). A MAC (Message Authentication Code) that uses a secret key. as specified in ISO-9797. Sometimes an MDC is used in combination with encryption. A hash function is a function which maps an input of arbitrary length into a fixed number of output bits. One applies then the oneway function to the input of the user and verifies whether the outcome agrees with the value stored in the table. NOTES 85 ANNA UNIVERSITY CHENNAI . There are several schemes which have been proposed for use as hash functions. which can yield protection of both confidentiality and authenticity.

In this way a digital signature can provide non-repudiation of origin. Other constructions use a conventional cipher in combination with tamper resistant hardware: this offers only a limited protection. However. Subsequently he can verify the validity of the signature.. but also more secure. This provides digital signatures which are not only faster and shorter. in addition tamper resistant hardware). anyone who knows Alice’s public key can verify that this message was sent by Alice (by verifying the redundancy). Several signature schemes have been proposed. Schemes which can only be used for digital signature purposes are the DSA and the Fiat-Shamir scheme. If Alice subsequently denies having sent the message. In this way one can create a digital signature.DBA 1727 NOTES Digital signature Public-key techniques can also be used for other purposes than for enciphering information. who will be able to obtain Alice’s public key. a judge). which is the equivalent of the hand-written signature on a document. Hash functions versus digital signatures Hash functions can only be used in a situation where the parties mutually trust each other: they cannot be used to resolve a dispute (unless one uses.. Bob can go to a third party (e. Assume Bob has received from Alice a digitally signed message. The RSA public-key cryptosystem is the only one which can be used for both enciphering and digital signatures.e. Note that it is possible to produce a digital signature based on conventional ciphers like the DES. This explains why in general one will first compute the hashcode of the message with a fast hash function and subsequently apply the digital signature to this short hashcode. hash functions tend to be three orders of magnitude faster than digital signatures. It is easy to see that it provides in addition data authentication. Since it is not physically connected to the signed data or the originator. data integrity and data origin authentication. As in the case of encryption. 86 ANNA UNIVERSITY CHENNAI .g. it will depend on this data and on the secret key of the originator. If Alice adds some redundancy to her message and transforms the result using her secret key. i. these schemes are less efficient in terms of memory and computations.

E-COMMERCE TECHNOLOGY AND MANAGEMENT 1. The simplest protocol providing unilateral authentication consist of sending a password. whose confidentiality and/or integrity has to be protected. User authentication protocols The design of cryptographic protocols for user authentication is very complex. An alternative is to sign these public keys with a single master key: now one only has to distribute a single master key via an authentic channel. Key Management Protocols One of the main links in the cryptographic keychain is the key management protocol: every cryptographic service will make use of cryptographic keying material. one can use a new cryptographic primitive. a MAC or a digital signature and the use. In this way one builds a key hierarchy: secret keys for bulk encryption with a symmetric cipher system will be encrypted using an asymmetric cipher system and signed with a digital signature scheme. sequence numbers or time stamps. A large number of protocols have been presented in the available literature. of so called nonces (never used more than once): random numbers. 87 NOTES ANNA UNIVERSITY CHENNAI . In fact. While a huge number of protocols have been developed. More complex protocols are required to achieve mutual authentication. we will restrict this section to two types of protocols: protocols for user authentication and protocols for key management. encryption and digital signatures can be seen as a special case of cryptographic protocols. They are based on an encryption algorithm. For the distribution of this keying material. The public keys of the asymmetric cipher can be distributed via an authentic channel which can be provided for example by combining conventional mail with voice authentication. many of which exhibit some weaknesses.10. More complex challenge-response protocols can be designed in which the user does not transmit his secret information. a physical channel.5 Cryptographic protocols A cryptographic protocol is an interaction between one or more entities to achieve a certain goal. and ultimately. in addition.

The central authority certifies that a certain public key belongs to a particular user. Note that there also exist public-key protocols which result in the agreement of a secret key between two parties. The key agreement protocols have the advantage that they result in an increased security level. In the context of public-key cryptography.509 recommendation. Although public-key systems require no on-line central management system. data or transaction management. anybody can read his messages or forge his signatures. SUMMARY 1.Consumer to Business B2E . The commonly used scheme nowadays in based on the ITU-T X.DBA 1727 NOTES These signed public keys are called certificates. A well known example in this class is the Diffie-Hellman key agreement scheme. revocation of public keys is very important: once the user’s secret key is compromised.Business to Consumer C2B . B2B . Define EC and describe its types: Electronic commerce is an emerging model of new selling and merchandising tools in which buyers are able to participate in all phases of a purchase decision. This protocol is different from a key transport protocol. by exchanging public keys or parameters.Consumer to Consumer Architectural framework of e commerce: The electronic commerce application architecture consists of six layers of functionality. the system has to provide a means to protect the user in the case by warning the other users that his public key is no longer valid.Business to Employee C2C . or services: 1) 2) Applications brokerage services. 88 ANNA UNIVERSITY CHENNAI . in which one party generates the secret key and enciphers it with the public key of the other party.Business to Business B2C . while stepping through those processes electronically rather than in a physical store or by phone (with a physical catalogue). There are a number of different types of E-Commerce      2.

variety of possibilities. Data mining and techniques used in Data mining: Data mining. continuous improvement efforts. Scientific Computing Trends and Business Trends. and resourcefulness and rapid growth of the supporting infrastructures (especially the Web) result in many potential benefits to organizations. business process reengineering (BPR). business alliances and EC. and network infrastructure and basic communications services NOTES Environmental factors and major responses: Market. opportunity to reach hundreds of millions of people. Benefits of EC: The global nature of the technology. middle ware and structured document interchange. economical. the extraction of hidden predictive information from large databases. societal and technological factors are creating a highly competitive business environment in which consumers are the focal point. The term data warehouse is currently being used to describe a number of different facilities each with diverse characteristics-Physical data warehouse. and support layers” secure messaging. The most commonly used techniques in data mining are: Artificial neural networks. security and electronic document interchange. Data warehouses and types of data warehouses: A data warehouse is a collection of computer-based information that is critical to successful execution of enterprise initiatives. Data library. is a powerful new technology with great potential to help companies focus on the most important information in their data warehouses. interactive nature. Network Trends. and society. Genetic algorithms. individuals. Organizations’ major responses are divided into five categories: strategic systems for competitive advantage. Decision support systems (DSSs) 3 4 5 6 7 89 ANNA UNIVERSITY CHENNAI . and Rule induction: Trends that Effect Data Mining: Five external trends which promise to have a fundamental impact on data mining are Data Trends. low cost. Hardware Trends. nearest neighbour method.E-COMMERCE TECHNOLOGY AND MANAGEMENT 3) 4) 5) 6) 2 interface. Logical data warehouse. The Limitations of EC: The limitations of EC can be grouped into technical and non-technical categories. Decision trees.

4. 3. managers and executives to gain insight into data through fast. It was developed by a community of researchers centred around the ARPAnet.DBA 1727 NOTES 8      9 Network Infrastructure Components Routers and switches Firewalls Load balancers Storage Area Network (SAN) DNS What is TCP/IP? TCP/IP is a set of protocols developed to allow cooperating computers to share resources across a network. 2. 5. HTML: HTML stands for Hypertext Markup Language. OLAP: On-Line Analytical Processing (OLAP) is a category of software technology that enables analysts. Cryptography: The word cryptology is made up of two components: “kryptos”. which means hidden and “logos” which means word.HTML consists of standardized codes or ‘tags’ that are used to define the structure of information on a web page. consistent. and has been used for thousands of years to safeguard military and diplomatic communications. HTML is a special kind of text document that is used by Web browsers to present text and graphics. 10 11 12 Questions for review 1. What is eCommerce? What so you understand by EDI? Explain different types of EC? Explain Electronic Commerce Application Services List the advantages and disadvantages of EC: 90 ANNA UNIVERSITY CHENNAI . Cryptology is as old as writing itself. interactive access to a wide variety of possible views of information that has been transformed from raw data to reflect the real dimensionality of the enterprise as understood by the user. Certainly the ARPAnet is the bestknown TCP/IP network.

15. 10. 11. 14. 18. List the major activities taken by organizations to deal with the business pressures. List the major activities of BPR What is data mining? List the techniques used in data mining Describe five external trends which promise to have a fundamental impact on data mining. 13. consumer and societal benefits of EC Carefully examine the non-technological limitations of EC. What are cryptography protocols? NOTES 91 ANNA UNIVERSITY CHENNAI . 19. Discuss the Network infrastructure components What is TCP/IP? Discuss the traditional TCP/IP services? What is HTML? What are HTML tags and where are they used? What is OLAP and discuss the data model of OLAP? What are the benefits of OLAP? What is Cryptography? Discuss the major goals of modern cryptography? Discuss about encryption primitives.E-COMMERCE TECHNOLOGY AND MANAGEMENT 6. 20. 17. 8. 7. What is data warehouse? List the advantages of data warehouse. List the organizational. Which of them are company-dependent and which are generic. 9. 16. 12.


a hotel. These developments should impact retailing as much as the advent of strip malls. the customer went to the store and located the product. However. anytime-from work. or airplane. catalogue retailing. The success of catalog retailers demonstrates that a significant portion of consumers have embraced the reverse model: the retailer going to the consumer.1 Electronic Commerce and Retailing Retailing is expected to change with the rapid development of new online sales and distribution channels that literally can be used from anywhere. In the online model. and TV-based home shopping.1 RETAILING IN E-COMMERCE 2. In the traditional model. Furthermore. car. and production) and become more efficient producers of goods. delivery. reacting to the pressure of retailers. retailers need to consider the following issues in developing a business model:   Product/Content Issues: What kind of products are suited for online retailing? Software Interface Issues: What kind of features will constitute an effective interface? What features make it easy to find and select items for on-line purchase? 93 ANNA UNIVERSITY CHENNAI .E-COMMERCE TECHNOLOGY AND MANAGEMENT NOTES UNIT II BUSINESS APPLICATIONS IN E-COMMERCE 2. suppliers are assessing technology based solutions to drive down costs (labour. the retailer seeks out the customer. school. Almost every retailer is re-evaluating every aspect of its operation from customer service to advertising. and logistics to order fulfilment.1. merchandising to store design. Online channels such as online services and the Web are also impacting traditional retail business models.

let us step back for a moment and ask the question: Why should retailers consider the online environment as a way of doing business? The answer lies in understanding the market changes that affect retailing and that will continue to affect it in the future. Examples of services that may be sold are information such as the most recent stock prices.2 E-Retailing E-retailing essentially consists of the sale of goods and services. The sale of tangible and intangible goods are all referred to as Customer oriented e-commerce or eretailing. Sometimes we refer to this as the sale of tangible and intangible goods.2(a) We can divide tangible goods into two categories: physical goods and digital goods. as shown in Figure 2. Examples of digital goods are software and music. So are the sales of services such as telecommunication services or banking services. The sale of intangible goods is sometimes called E-servicing. a washing machine. Entertainment such as -games that would be played on the internet are also examples of e-services. or education.    Examples of physical goods would be a book. Selling of different type of goods 94 ANNA UNIVERSITY CHENNAI . the most recent foreign exchange rate. which may be downloaded from the internet. a video recorder. if they are sold directly to the consumer who is the end user. 2.1. etc.DBA 1727 NOTES  Process Issues: What are the specific steps in the shopping process from a consumer’s perspective? What kind of processes should companies de-velop to fulfill orders efficiently? Before examining the implications of changing consumer behavior and online retailing in the existing retail business. a television set.1. Here we discuss the sale of tangible goods.

department store) specialized stores franchise stores NOTES It is useful to reflect that even in traditional retailing we have moved away from just using a static physical outlet within which a customer can have direct contact with the retailer.E-COMMERCE TECHNOLOGY AND MANAGEMENT 2. Thus. this notion of browsing through a catalogue is a forerunner of e-retailing. Direct mailing. more recent forms of traditional retailing include     direct mailing telemarketing door-to-door sales vending machines Direct mailing to a customer normally involves sending a brochure or catalogue to a customer. In some respects. Instead of specializing just in a special product line.3 Difference between Traditional retailing and E-retailing Traditional retailing Traditional retailing essentially involves selling to a final customer through a physical outlet or through direct physical communication. Examples of physical outlets that retailers currently use are:     Malls generalized stores (e. they allow specialization in particular classes of 95 ANNA UNIVERSITY CHENNAI . The customer browses through this catalogue and then carries out mail ordering. or the use of vending machines includes other forms that have actually moved away from a physical fixed outlet and in a way are intermediate forms of the movement away from traditional physical retailing outlet to the virtual retailing we see on the internet.1.g. E-retailing The internet has allowed a new kind of specialization to emerge. door-to-door sales. telemarketing. This normally involves a fairly extensive chain starting from a manufacturer to a wholesaler and then to the retailer who through a physical outlet has direct contact with the final customer.

we see specialization not in a product line but in a class of purchasers and a class of sellers. and CNET stores: 2. E-malls essentially provide a web-hosting service for your individual store much in the way that mall provide a hosting service in the sense of a physical location for your store. On the net. Examples of these e-malls are Yahoo! Store. The Internet and the World Wide web are essentially communication media that allow retailers to put on quite extensive information related to their products. Here.com. The first of these is convenience. 96 ANNA UNIVERSITY CHENNAI . we see lastminute. The second aspect of convenience he gets is in terms of time. which is available to the customers. This kind of specialization would not have been possible before we had the internet. Examples of these generalized stores include JC penny and Walmart.4 Benefits of E-Retailing To the customer Customers enjoy a number of benefits from e-retailing. gift. or perhaps even locate the sites where they may be available at the best price The second type of benefit to customers is better information. It is convenient for the customer as he does not have to move from shop to shop physically in order to examine goods. He is able to sit in front of a terminal and search the net and examine the information on goods. GEO Shops. the customer can choose at any time to visit a site to examine the goods that are available and actually carry out his purchasing at one’s own convenient time.DBA 1727 NOTES customers and sellers. Normally. We also have the electronic counterpart of malls or e-malls. and entertainment to be matched against last minute sellers of the same items.1. which will actually locate the products that he describes’ and also the site where they may be available. In addition to these specialized stores. the traditional shop has an opening time and a closing time and the customer can only visit the shop within these periods. Thus. which allows last minute purchases of travel tickets. we also get generalized e-stores where a store sells several product lines under a single management. The third type of convenience that the customer gets is that he has access to a search engine.

 The first of these is global reach. competitive pricing pressure that arises from the fact that the customer is now able to look at prices at several sites. Thus. Therefore. The retailer now is no longer restricted to customers who are able to reach the store physically. Based on requests by the customers. and these savings can be passed on to customers in the form of reduced prices. The retailer must. They can be from anywhere around the globe. Showing the customer goods. He does not have to have many shop assistants who are physically answering questions and. The third benefit is the lowered capital cost to the retailer. 97 ANNA UNIVERSITY CHENNAI    . he can probably have lower inventories. These allow one to easily inquiries and deal with complaints. The use of email and the use of electronic interchange of messages between the customer and the retailer allow better communication between the customer and the retailer. The retailer does not have to maintain showrooms. the retailer is now able to carry out mass customization with reduced time to market for the customized products. while Amazon.  The first is lowered costs to the retailer because he does not have to maintain a physical showroom. of course. The fourth benefit to the retailer is mass customization. the retailer has lower warehousing costs. These also allow a much more rapid response time than was possible in the days of faxes and postal mail. it keeps an inventory of a few thousand best selling titles only.E-COMMERCE TECHNOLOGY AND MANAGEMENT The third type of benefit that the customer gets is competitive pricing. The second benefit is better customer service. the pressure is always there on the retailer to maintain a competitive price for his products. Secondly. NOTES  To the business There are a number of benefits of e-retailing to the business itself. deliver the goods of a purchase to the customer.com lists over a few million titles. Therefore. This is due to two factors. he does not have to hire several shop assistants.

g. essentially you have a store that decides to pick one particular product line. CDs. travel tickets. and then you could have specialization . say books.positioning within that product line to cater for a particular part of the marker. or add-on options to products that he is selling. and other items for last 98 ANNA UNIVERSITY CHENNAI . The last advantage to the retailer consists of different new forms of specialized stores that he is now able to utilize.com they sell gifts. or it could go into discount selling. The retailer is also able to provide more value-added services in the way of better information. earlier. you can have a specialization by product line. clothes. 2. So. It may also choose to position itself in a particular part of the product line. it could choose to position itself at the very expensive end of the market selling brand names _ Gucci and Armani. a new kind of specialization is emerging on the internet. namely specialization by function. flowers. The retailer is now able to pick on a specific targeted group of customers and direct marketing towards these customers.com In lastminute. add-on services to basic services.DBA 1727 NOTES   The next advantage is targeted marketing. e.5 Models of E-Retailing There are several models for e-retailing and these include        Specialized e-store Generalized e-store E-mall Direct selling by the manufacturer Supplementary distribution channel E-broker E-services Specialized e-stores The first class of model what we mention in e-retailing was the specialized e-store and here you can distinguish between two different kinds of specialization: the more traditional specialization along product lines and specialization by function. as mentioned.brand names at a much lower price. Alternatively it could do more mass marketing by selling non .1. clothes. and sells only this particular product line. A good example of this is lastminute. When you have specialization by product line. In contrast to this.

Generally.E-COMMERCE TECHNOLOGY AND MANAGEMENT minute shoppers who want to purchase these items at a very short notice. in a single e-mall. E-mall management is responsible only for creating the cyber sites that can be rented and can support services and marketing of the mall. So. is likely to pick up visitors to the mall.com does is bring together travelers who want to book at the last minute and an airline which has got spare capacity at the last minute. when one purchases an item at a very short notice (e. In this situation.g. So. you will find that you may have sellers. which is an extra amount for the convenience of booking the travel at the last minute. which can be utilized by a prospective e-store to create and maintain it_ e-store. Several e-malls also provide software tools.com realized that there are groups of customers who make these purchases at the last minute and feel some degree of angst at having to pay the premium for doing this shopping at the last minute. This store could be a specialized or generalized e-store. unlike the generalized e-store which is under a single unified management. airline companies. Generalized e-stores The next category of e-retailing models that we intend to look at is generalized e-stores. Generalized e-stores sell a large number of product lines rather than con-fining themselves to just one or a very few product lines. therefore. The producers of the web site lastminute. provides a web hosting service. there is a win-win situation for both the purchaser and the seller. It is very difficult to do this unless one utilizes the internet to carry out this kind of specialization. and allow the former to buy from the latter at the last minute. E-malls The next e-retailing model we consider is the e-mall. what lastminute. 99 NOTES ANNA UNIVERSITY CHENNAI . cyberspace is rented out to cyber e-stores that wish to sell their goods. In an e-mall. this means that the air ticket is likely to cost much more than if he had purchased it some time before traveling and made use of different discounts or promotions. This is a unique kind of specialization. thus. It. travel). he often pays a premium. The advantage for an e-store is that it is grouped together with other stores in a wellknown e-mall site and. Now. several product lines can be present. So. e. that have empty seats at the last minute which they are unable to fill. the purchaser may get his airline ticket at a reduced price. However. On the other hand. each store is under its own management. in an e-mall.g.

g. e-payment facilities. The other well -known examples are Cisco systems and Dell computers. this approach can be used by manufacturers of well-known brands of products because the customer already knows the pro-duct. A note of caution is important here. Brokers or intermediaries This class of e-retailers is essentially an extension of the notion of a broker from the physical to the cyber world. which utilizes the internet to achieve direct selling but uses its dealer network to facilitate distribution and delivery. such as a comparison between goods. search facilities. anewshop. 100 ANNA UNIVERSITY CHENNAI . and security-related facilities. Note that this approach permits mass customization to meet customer preferences. Thus.com). and services to a customer. quality. One. By and large. order taking and fulfilment. Any business can register with such an e-broker (e. Secondly. otherwise he has to rely on the customer knowledge of a retailer. There are several different models for electronic brokers and these include:  Brokers that provide a registration service with directory. of the best known here is Ford. brokers provide comparison shopping. the manufacturer must have a thorough understanding of customer preferences.DBA 1727 NOTES Direct selling by the manufacturer A number of manufacturers with well-known brand name products have chosen to use the internet to carry out direct selling via the internet. A broker is an intermediary who    may take an order from a customer and pass it on to a supplier may put a customer with specific requirements in touch with a supplier who can meet those requirements may provide a service to a customer. etc. This direct selling by the manufacturer has an important disintermediation effect leading to reduced costs to the end customer and increased profitability to the manufacturer. with respect to particular criteria such as price. That is the reason why they are sometimes referred to as electronic intermediaries.

Change in consumer demographics. Brokers that provide comparison shopping between products (e.g. NOTES 2. mySimon. 101 ANNA UNIVERSITY CHENNAI .Priceline.7 Changing Retail Industry Dynamics Important factors that affects the retailing industry dynamics are:     Overbuilding and excess supply. with less focus on brand name and more on lowest prices.” 2.1.g. The use of Forums (collaborative purchasing circles) to create a customer community and thus increase “stickiness. and marketing. 4. deals. E-services is discussed in the next lecture. which allows convenient goods selection. The ability to distribute digital goods directly. which is a very important feature that does not exist in traditional retailing. The provision of a shopping cart.E-COMMERCE TECHNOLOGY AND MANAGEMENT   Brokers that meet a certain requirement such as a fixed price (e.The last model i. promotions.1. “who” can help customers to navigate through the site. 5. An on-line customer salesperson. it is dynamic and linked with order process. An ability to provide an automatic price update. An order status checking facility. 6.6 Features of E-Retailing 1. 3. Thus.com). which is a useful feature before submission.com).com or bestbooksbuy. 2. Personalization of store layouts. The provision of an on-line catalogue. Technology improvements that provide greater convenience and more information than traditional retailing. which allows one to browse through different categories of goods.e. which more premium placed on efficient use of time Changes in consumer behavior. The provision of a search engine. 8. 7. Thus. these goods can be downloaded instantly.

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Overbuilding and Excess Capacity With online retailing, constraints of time and space disappear. There is no bricks and mortar storefront to worry about, no critical locations. This new way of retailing can severely affect companies that have invested in expansion and adding capacity. It is important to understand the trouble traditional retailers will face if online retailing takes off. The 1980s was a period of overexpansion and turmoil for retailers. By the end of the decade, complaints about excessive retail space were being voiced. Profits were declining and control of operating expenses became a paramount management objective. Retailers reduced staff and minimized merchandising in order to enhance profits. Sales growth and market share development were given second priority behind profit enhancement. In the 1990s, companies are under pressure to grow and produce profit. An important measurement of profit gains is gross margin per square foot. For many retailers, these numbers is either growing slowly or declining, partially reflecting a less favorable product mix and more competition. Inadequate productivity, both per worker and per unit of space, is also reducing profit margins. Overbuilding also resulted in a growing shortage of lowcost, entry-level workers for the retail industry. The shortage of entry -level workers means that retailers are using under trained workers who are less able to empathize with shopper needs-leading to a perception that retailers in general and shopping centres in particular are unable or unwilling to provide quality service. Clearly, with crowded domestic markets and competition constantly grinding away at operating profit, new ways of retailing are being explored by forward-thinking companies such as Wal-Mart. Demographic Changes Shopping patterns are beginning to change with the increase of time -strapped, two-career couples and the aging ofAmerica. Value and time management are the consumer concerns driving interest in online retailing. Recent retail data shows a decline in the amount of time Americans are spending in shopping malls [EDR95]. The suggested reasons vary: time constraints, safety concerns, and growing frustration with the lack of courteous service and insufficient product information. Understanding the implications of time constraints on consumer shopping behavior is important as they portend the trends to come. For instance, Americans have openly embraced shopping channels like QVC and Home Shopping Network and retailers like CUC International.




Today’s time-strapped shoppers have less time and want better values, fewer hassles, and more options. Today, a shopping trip requires a consumer to decide what he or she or the family needs, brave the traffic on the way to a store, hunt for parking, find and select items for purchase, take them to a checkout, wait in line, pay for the items, sometimes bag them, and carry them back home. It can be a hassle and a lot of work, so most working professionals have learned to dread shopping trips. As technology improves, it may not be long before driving to the store gives way to online shopping with home delivery as provided by Peapod. In contrast, there is a growing segment of the population for whom time constraints are less of a problem. The demographic outlook in the United States is for an increasing share of older shoppers (age 50 and above) who prefer shopping at stores rather than online. However, the product mix offered by many department stores and malls is increasingly out of touch with the aging population and does not reflect the shift in purchasing power. Also, with the aging of the population, there is evidence to indicate a shift in consumer interest away from material goods and toward experiences, such as travel and recreation. In addition, as people get older, they tend to become more frugal. Retailers will need to concentrate on value by offering new product mixes. By this we mean a product mix that includes not only merchandise but also bundles in entertainment and “recreational” shopping with movie theatres, restaurants, bookstores, libraries, and community meeting facilities. This sort of change is already occurring in bookstore design (such as Borders Bookstores and Barnes and Noble), which include a variety of facilities such as coffee shops. However, building shopping malls based on these new business models is a risky venture and requires huge investments. Consumer Behavior Consumer behavior is more volatile than ever before, and companies need new ways of responding to consumer needs and satisfying demand. According to one survey, the typical consumer spent only four hours a month in a shopping mall in 1990 versus ten hours in 1985, and sales per square foot dropped. Specialty retailing-power centres, discount malls, discount stores, and catalogue shopping-has become one solution for closely monitoring consumer trends and reacting to them quickly. All of these alter-natives have one thing in common: they provide consumers with a very large selection of producers priced with deep discounts.



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Consumers are no longer as influenced by brand names as they used to be. The emergence of the value shopper is changing retailing. Today, the shopper is less willing to pay the premium for the brand name and much more attentive to quality and value. The decline in gross margins is the first evidence of the impact of that change, reflecting lower initial mark-ups and more discriminating shoppers in that segment clearly, retailers that are focused on providing value-the best price, service, and selection-regardless of the brand name will be successful. The real differentiating characteristic for retailers will be in their ability to define what the broad or niche consumer segment is looking for, identifying characteristics of customers in each target segment, and learning how to bundle products and package brands so that they become the preferred choice for online customers Technology Improvements in Electronic Retailing Today, electronic retailing is still far from being a competitive threat to more traditional store retailing (see Table), but it is becoming increasingly attractive as technology and applications improve, and retailers gain experience.




Three dominant forms of electronic retailing channels are: television re-tailing, CDROM retailing, and online service based retailing, in which we include Web-based retailing. Now we can discuss about the most prominent one: the television retailing. Television Retailing: Television retailing grossed an estimated Rs. 3.2 billion in 1994. One of the pioneers in this area is Home Shopping Network, Inc. (HSN), which began broadcasting electronic retailing to a small, local audience in 1982. Three years later they took this still unproven idea national- and made it work. Today, HSN is a television-based retail, entertainment company, and online retailer (owns Internet Shopping Network), with coast-to-coast customers and annual sales of $1 + billion. The breadth and reach of TV retailing are amazing. In. 1994, HSN reached 65.8 million television households throughout the United States. These households received the signals via cable, broadcast, and satellite dish, twenty-four hours a day, seven days a week. Unlike online audiences, which tend to be predominantly affluent and well educated (net annual in-come is estimated at Rs. 60,000 - Rs. 80,000), the target audience for television re-tailing is moderate income households and mostly women. How does it work? The TV retail marketing and programming are divided into segments that are televised live, with a show host who presents the merchandise and conveys information relating to the product, including price, quality, features, and benefits. Show hosts engage callers in on-air discussions regarding the currently featured product or the caller’s previous experience with the company’s products. Viewers place orders for products by calling a toll-free telephone number. Generally, merchandise is delivered to customers within seven to ten business days of placing an order. The purchased item may be returned within thirty days for a full refund of the purchase price, including the original shipping and handling charges. The success of television shopping is the result of the effective utilization of electronic media for capturing the power and influence of celebrity and the magic of showmanship, and bringing them to bear on a sale. In its annual report, the Home Shopping Network states that a celebrity can de-but a line of jewelry on HSN and sell more than Rs. 2 million in a single weekend. Of course, there’s another advantage to television retailing. When customer interest, which is monitored by the number of calls being received, begins to



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wane, the retailer knows it instantly and can simply move on to the next product. More recently, infomercials have become a crucial retailing topic. The infomercial has become a new and interesting way to retail specialty products. Modem filming techniques and ingenuity make it possible to create high-quality, cost-efficient, and entertaining documentaries that sell. This Coincides with the television viewing public’s appetite for information. Infomercials are an especially logical medium since retailers have the opportunity to economically test and evaluate a product through mass channels such as television retailing before committing major capital resources to infomercial production. Management Challenges in Online Retailing While changes in retailing may be driven by technology, managerial vision is required for successful implementation. Traditionally, retailing has been a low-tech environment in which retailing executives often relegated technology issues to back-room operators. These managers are most at risk, as they do not have a clue that a major revolution has begun. Most of them have never used a computer (or had to), never been on an online service, and do not know what the Internet is or what it can do. The winners will be the players who understand how to leverage the unique capabilities of the on-line medium to effectively meet the changing needs of the consumer. While the technology required to implement online retailing is maturing, many management issues remain unanswered. No one really knows yet how to build and run a successful, mass market online mall. The sales Medium is new, the technology is new, and retailers have a lot to learn about tricky technology, customer behavior, and management issue. But one thing is clear: For online retailing to succeed, online technology must complement management and operational strategy. Online Retailing Success Stories Peapod, CUC International, and Virtual Vineyards help to explain the intricacies of online retailing. Online Retailing: Peapod’s Experience Peapod, based in Evanston, Illinois, is using the online medium for food retailing services. Founded in 1989 by two brothers, Peapod (http://www.peapod.com/) is a


member of an online grocery / drug-store shopping and delivery service that already has thousands of customers in the Chicago, San Francisco, and Boston areas. Peapod was founded on the idea that people do not want to go to the grocery store. Peapod has an online database of over 25,000 grocery and drugstore items, and allows comparison shopping based on price, nutritional content, fat, or calories. Other features include electronic coupons, retailer preferred customer discounts, and other benefits like recipes, tips, and information. Peapod membership also allows users to use the shopping and home delivery service. Peapod has a staff of professional shoppers, produce specialists, and delivery people who fulfil the order. How Does It Work? Peapod provides customers with home shopping ser-vices via Pc. Customers need to buy a software application that enables them to access Peapod’s database through an online computer service. Peapod initially had a DOS-based system with graphics. They introduced a new version of the software in 1995-a Windows platform in which product pictures are available. Using the PC, a consumer can access all of the items in a grocery store and drug store. Peapod customers create their own grocery aisles in their own virtual store. Customers can request a list of items by category (cereals), by item (Frosted Flakes), by brand (Kellogg’s), or even by what is on sale in the store on a given day. Within categories, they can choose to have the items arranged alphabetically by brand or sorted by lowest cost per ounce, package size, unit price, or nutritional value. Customers also can cre-ate repeated use shopping lists (baby items, barbecue needs, and the like). Peapod’s back office is linked with the mainframe databases of the super-markets at which it shops for its customers (Jewel in Chicago and Safeway in San Francisco), allowing it to provide the supermarkets’ stock keeping units and shelf prices electronically to its customers. Once consumers have made a selection, they can then give specific shopping instructions, such as “substitute with same calories,” or red grapes only.” They can click on the “Comment” button and type in any extra information they would like the Peapod shopper to know. At any time during the order, a consumer can subtotal the amount purchased, or access the “Help” screen for immediate assistance. Online ordering is simple: users double-click on the Peapod icon and then enter their user IDs and passwords. On verification, users get access to a whole grocery store and drug store of items. Before the actual purchase of an item, users can view images of it and the nutritional content as well. The system allows users to sort items by various criteria like price, price/ unit, total calories, fat, protein,



The store gets a printout with the order. and cholesterol. Eighty-five to ninety percent of Peapod’s orders come in via computer. shopping. users need to choose a delivery time within a 90minute slot. Peapod treats each call as an opportunity to learn (and remember) each customer’s preferences and to figure out what the company can do to improve service as a whole. consumers save time and have more control because they can shop from home or work whenever they want. often at special Peapod counters in the back of the store. Payment can be made by check. who shops the aisles of the store. When users have finished shopping. he or she can call Membership Services.00 plus 5 percent of the order amount. In response. If a customer has a problem. 5. service representatives found that some customers were receiving five bags of grapefruits when they really wanted only five grapefruits. plus a monthly service fee. During the transaction closing process. holding. Pea pod aims to target the health and fitness conscious consumer who chooses foods tailored to specific dietary needs. At each stage-ordering. The employee pays for the groceries. There are also search features to help locate a particular item. and buy fewer impulse items than they would if they shopped at a real supermarket. the rest are faxed or phoned. a per-order charge of Rs. Reducing impulse purchases is important when you consider that 80 percent of the items purchased in a grocery store are impulse items-non-planned purchases. or Peapod Electronic Payment. A “Find Item” option at the top of the screen lets users search either by brand name or product type. In addition. the delivery ad-dress. Peapod members are charged actual shelf prices. 108 ANNA UNIVERSITY CHENNAI . Pinpoint delivery within a 3Dminute window) can be selected for a small additional charge. they click on “Done” and the order is electronically routed to Peapod. Peapod began asking customers to confirm orders in which orderentry errors may occur. The order is then taken to a holding area in the supermarket. and then faxed to the stores. and delivery-the processes are tailored to provide personalized service at a relatively low cost. Peapod orders are taken centrally.DBA 1727 NOTES carbohydrates. and a service representative will try to resolve the matter. charge. With these features. where the appropriate items are kept cold or frozen until the deliverer picks up a set of orders and takes them to the customers within their 90-minute pre-selected windows. do better comparison shopping. For example. Consumers save money-despite the extra overhead-because they use more coupons. Customers are willing to pay these extra charges for convenience and because Peapod provides a lower cost shopping experience for the consumer. Each order is filled by a Peapod employee. and instructions for getting there.

such as having an overflow warehouse when something is available on a deal or buying products before there is actual need. Peapod has to make sure the orders get to the stores and that they are shopped correctly. advantage enjoyed by food retailers is the shopper’s resistance to switching food stores because of familiarity with the shelf locations of products purchased. patronage. Still. A lot of credibility comes with the name of the retailer in its individual market. it is a mass customizer. as other online providers are doing.E-COMMERCE TECHNOLOGY AND MANAGEMENT What is the Business Model? Rather than automating the trip to a retail store. if it were not for wellmanaged logistics. volume discounts. Peapod makes all of its money on the customers it serves. An important. 109 NOTES ANNA UNIVERSITY CHENNAI . Peapod’s strategy has been to partner with the retailer rather than compete directly. Peapod can help grocers expand into places that might not otherwise be practical from a capital investment standpoint. They provide access to customers and make their money by buying on deals. Peapod is using interactive technology to change the shopping experience altogether. it is quite possible that in the future Peapod may be tempted to compete with grocers by emulating certain aspects of their warehousing. Indeed. The online environment must offer significant advantages to overcome shopper inertia and induce trial. though subtle. The one thing these demographics have in common is they have better things to do than grocery shop. Peapod will be tempted to say it is costing a lot to go to the store and pick up product off the shelf. It creates the supply chain after identifying a specific demand from a specific customer. It is also inconvenient for consumers to relearn dozens of product locations at a new store. However. existing retailers do have some advantages. The homes it delivers to cut across many demographics. The behindthe-scenes logistics are central to what Peapod is all about. the formula for Peapod’s success is the busy American lifestyle. and it feeds off the existing infrastructure to do it. Why? As these new retail formats emerge . let alone continued. How does Peapod Compete with Traditional Retailers? Traditional retailers make money from the suppliers. As soon as the Peapod does that it is likely to fall into the same traps as the retailers. these customers would be back in the stores in a second. However. Is Peapod a competitor to the retail grocer? Not really. To avoid the overhead . Peapod could have its own warehouse. and getting coop advertising. and once Peapod gains enough customers.

It is important to stress that the goal of Internet marketing is not simply building relationships with online customers. the goal is to build offline (as relevant) as well as online relationships. 110 ANNA UNIVERSITY CHENNAI . an Internet-marketing program involves a process. and serv-ices that satisfy the goals of both parties. designing the customer experience. The Internet marketing program may well be part of a broader campaign to satisfy customers who use both online and offline services. Building and Maintaining Customer Relationship The goal of marketing is to build and create lasting customer relationships.2 INTERNET CONSUMERS AND MARKET RESEARCH 2. Rather.1 What is Internet Marketing? If traditional marketing is about creating exchanges that simultaneously satisfy the firm and customers. While the process can be described in a simple linear fashion. products. framing the market opportunity. This definition can be divided into five components: A Process Like a traditional-marketing program. what is Internet marketing? Internet marketing is the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas. formulating the marketing strategy.DBA 1727 NOTES 2. the focal point shifts from finding customers to nurturing a sufficient number of committed. the marketing strategist often has to loop back and forth during the seven stages. loyal customers. designing the marketing program. Successful marketing programs move target customers through three stages of relationship building: awareness. Hence.2. These seven stages must be coordinated and internally consistent. and evaluating the results of the marketing program. crafting the customer interface. and commitment. The seven stages of the Internet marketing program process are setting corporate and business-unit strategy. exploration.

pricing. Monster’s success can be tied directly to the effectiveness of its television advertising and. for example. if the firm is unable to meet its financial obligations to employees. and distribution of ideas. Firms must be increasingly sensitive to these cross channel effects if they are to measure the independent effects of online and offline marketing programs.2 Scope of Internet Marketing Marketing is the process of planning and executing the conception. in particular. its widely successful of the past two years. offline marketing vehicles. in the form of advertising revenueboth parties will be satisfied.com. firms must be very sensitive to cross-channel exchanges. Satisfaction of Goals of both Parties One of the authors of this book is a loyal user of the website weather. In both the online and offline worlds. the recruiting and job-seeking service Monster. online marketing may produce exchanges in retail stores.com can monetize this loyalty-most likely. Hence. Both parties must be satisfied for exchange to continue. Each day he arises and checks the weather in his city as well as the weather in cities he will be traveling to during the week. Exchange At the core of both online and offline marketing programs is the concept of exchange. exchange is still the heart of marketing. then the exchange is unbalanced.2. the success of an Internet marketing program ‘may rest with traditional. or shareholders. and services to create exchanges that satisfy individual and organizational goals NOTES 111 ANNA UNIVERSITY CHENNAI . He is clearly satisfied with and loyal to the site. but the firm is unable to sustain its revenue model. Internet marketing deals with levers that are available in the world of the Internet.com. To the extent that weather. Customers are still happy. 2. an online marketing program must be evaluated according to its overall exchange impact-not just the online exchange impact.E-COMMERCE TECHNOLOGY AND MANAGEMENT Online By definition. suppliers. as noted above. However. That is. goods. Consider. In the new economy. However. promotion.

money. this translates into significant problems with order fulfilment at the most pressing times of the year. marketing programs fail because they allocate too many (or too few) resources in an uncoordinated way. implementation. or services. planning. the most successful marketing programs involve mixing the ingredients of marketing to deliver value to customers. These are: Marketing is a Process A process is a particular method of doing an activity. while the seller must exchange something of value to the buyer. marketing control refers to the informal and formal mechanisms that marketing mangers can use to keep the marketing program on course.DBA 1727 NOTES The definition summarized above has four critical features. It is about Exchange Marketing is not successful unless two parties exchange something of value. market planning. Rather. generally involving a series of steps or operations. many of which are non monetary. exchange also occurs in a wide variety of contexts. and control collectively provide a process for marketing managers to follow in the design and execution of marketing programs. 5 Market analysis involves searching for opportunities in the marketplace. and the design of the marketing mix (also termed the 4Ps. at the right time. and in the right sequence. It Involves a Mix of Product. positioning. How often have you witnessed the hot Christmas toy advertised-but not found it on the shelf? In the Internet environment. The buyer may exchange time. and Distribution Strong marketing programs do not involve one action. The traditional retail context provides the simplest illustration of this principle. and political donations. These include bartering. Analysis. such as the design of a great product. volunteering services. target market choice. upon which a particular firm-with unique skills-can capitalize. Too often. and control. 112 ANNA UNIVERSITY CHENNAI . This mixing entails blending the right amounts of the 4P ingredients. Finally. Market implementation includes the systems and processes to go to market with the marketing pro-gram. However. The classical marketing approach involves four broad steps: market analysis. Promotion. Pricing. Market planning requires segmentation. or marketing program). A given consumer exchanges money for a particular good or service. implementation.

Firms can have highly satisfied customers if they provide services for free. pundits and academics alike have argued that both the basic building blocks of marketing strategy and the pathways to competitive advantage have remained the same The approach taken in the current volume falls between these polar views.) At the ‘other extreme. segments have been narrowed to finer gradations. including segmentation.E-COMMERCE TECHNOLOGY AND MANAGEMENT It is Intended to Satisfy Individual and Organizational Needs The aim of marketing is to provide a satisfactory outcome for both the firm and the customer. advertising. With the emergence of the Internet and its associated technology-enabled. The key to modern marketing is simultaneously satisfying the customer. In the long run. The intent of this text is to provide a clear indication of what has changed and what has not changed. the firm must have a positive cash flow or show a clear path to profitability for investors to maintain confidence.3 E-Business Issues & Internet Marketing At its core. and competitive responses happen in real time.g. mobile phones. and its shareholders. and public relations. and regionalized programs. screento-face interfaces (e. these are new. a traditional bricks-and mortar marketer uses a variety of market-ing variables-including pricing. some of the fundamentals of business strategy-seeking competitive advantage based on superior value. those organizations are not likely to have a long life. as well as customer-specific marketing techniques such as the use of sales reps. the mission of marketing is to attract and retain customers. mass marketing. the text would not be complete (and indeed might be actionable from the standpoint of business practice!) if it did not propose a broader 113 NOTES ANNA UNIVERSITY CHENNAI . In short. and positioning in the minds of customershave remained the same. At the same time. 2. To accomplish this goal.. the standard marketing-mix toolkit includes such mass-marketing levers as television advertising. building unique resources. interactive television). the firm. and channel choice-to satisfy cur-rent and new customers. direct mail. a new era of marketing has emerged. Well-respected academics and practitioners have called for new rules and urged debate about fundamental tenets of marketing. That is. exciting changes that have a profound impact on the practice of marketing.2. At the same time. consumer expectations about convenience have forever been altered. However. new levers have been added to the marketing mix. In this context.

They also serve as guides to managerial action.2.4 The Seven Stages of Internet Marketing 114 ANNA UNIVERSITY CHENNAI .g. Frameworks such as the 4Ps of marketing or the five forces of competitive analysis are important because they provide easy-to-remember.DBA 1727 NOTES framework to understanding the practice of Internet marketing. 2. simplifying structures for complex problems. reduce buyer power by increasing the number of buyers).. under-standing the five forces enables firms to comprehensively map their competitive environment while simultaneously identifying specific actions for their managers (e. Thus.

The senior management team is continually confronted with go/no-go decisions about whether to add a new business unit or develop a new product line within an existing business unit. including decisions about which units should be kept. Stage Two: Framing the Market Opportunity Stage two entails the analysis of market opportunities and an initial first pass of the business concept-that is. it is very important to stress that marketing plays a critical role in this market-opportunity assessment phase. declaring the company’s resource-based opportunity for advantage. The final go/ no-go choice is often a corporate or business-unit decision. music. The Seven Stage Cycle Of internet Marketing Stage One: Setting Corporate and Business-Unit Strategy Corporate strategy addresses the interrelationship between the various business units in a firm. the senior leadership team of each unit sets the strategic direction and steers the business unit toward its goals. electronics. designing the marketing program. and tools/hardware. formulating the marketing strategy. In order for the firm to make an informed choice about the opportunity. crafting the customer interface.com. and evaluating the results of the marketing program. Consider.E-COMMERCE TECHNOLOGY AND MANAGEMENT The given figure provides an overview of the seven stages of Internet marketing. designing the customer experience. Let’s say. for example. assessing opportunity attractiveness. and number of business units such as kitchen. framing the market opportunity. The seven stages are these: setting corporate and business-unit strategy. identifying the target segment. Amazon. However. collecting sufficient online and offline data to establish the burden of proof of opportunity assessment. the management team needs to obtain a sufficient picture of the marketplace and a clear 115 NOTES ANNA UNIVERSITY CHENNAI . or augmented. Business-unit strategy focuses on how a particular unit in the company attacks a market to gain competitive advantage. Once these business units are established and incubated in Amazon’s corporate head~ quarters. sold. mix. specifying unmet or underserved customer needs. and making the final go/no-go decision. books. for example. What mechanism do they put in place to evaluate these opportunities? In this second part of the Internet-marketing process. a simple six-step methodology helps evaluate the attractiveness of the opportunity The six steps include: seeding the opportunity. that you are running a major dot-com business such as Amazon. Corporate-strategy issues relate to the choice.

The marketing strategy goals. the firm also needs to collect sufficient market research data. Thus. during the market-opportunity assessment phase. Finally. and overall marketing strategies of the firm. the overall marketing strategy comprises both offline and online marketing activities. resources. and Marketing Strategy Corporate Stage Four: Designing the Customer Experience Firms must understand the type of customer experience that needs to be delivered to meet the market opportunity. the design of the customer experience constitutes a bridge between the high-level marketing strategy (step three) and the marketing program tactics (step five). This set of linkages is shown in figure . The experience should correlate with the firm’s positioning and marketing strategy. Business-unit. Stage Three: Formulating the Marketing Strategy Internet marketing strategy is based upon corporate.DBA 1727 NOTES articulation of the customer experience that is at the core of the opportunity. Corporate. and sequencing of actions must be tightly aligned with the businessunit strategy. Thus. 116 ANNA UNIVERSITY CHENNAI . business unit.

marketing is responsible for acquiring and retaining target customers. The firm has made a go/no-go decision on a particular option. Building and Nurturing Customer Relationships A relationship can be defined as a bond or connection between the firm and its customers. or attitudes about a firm or its offerings but have not initiated any communications with the firm. the Harley-Davidson HOG club-member) or a simple. finally. functional based commitment (e. Stage five entails designing a particular combination of marketing actions (termed levers) to move target customers from aware-ness to commitment. commitment to the firm’s offering. and online marketing programs such as banner ads. it has decided upon the target segment and the specific position that it wishes to own in the minds of the target customer.com). exploration. the Internet marketer has six classes of levers (e. Consumers become aware of firms through a variety of sources. intense commitment to the brand (e. community) that can be used to create target customer awareness.. prior to discussion of the Market space Matrix. In this process. the firm is in a position to observe their behavior patterns and determine which customers to nurture and which customers to terminate (or serve at a lower level of cost). successful marketers manage to move desirable customers from awareness through exploration and.E-COMMERCE TECHNOLOGY AND MANAGEMENT Stage Five: Designing the Marketing Program The completion of stages one through four results in clear strategic direction for the firm. including word-of-mouth. pricing. The connection may manifest itself in a deep.g. the stages of the customer relationship and the associated classes of levers that can be employed must be defined. This bond can originate from cognitive or emotional sources. The four stages of customer relationships are briefly outlined below Awareness When customers have some basic information. Moreover. However. commitment. knowledge.. The framework used to accomplish this task is the Market space Matrix. it is hoped.g. Once customers reach commitment. Simply put. traditional marketing such as television advertising.. Managing this building and pruning process is one of marketing’s key tasks.g. Whether defined as a function or an organization-wide culture. they are in the awareness stage. Awareness is the first step in a potentially deeper relationship 117 NOTES ANNA UNIVERSITY CHENNAI . regular use of weather. and.

In an industrial. some e-commerce retail exchanges.g.DBA 1727 NOTES with the firm. enduring attitudes and behaviors reflect loyalty. Unprofitable. The firm does not want this set of customers to terminate the relationship. Exploration In the exploration stage. This stage is also likely to include some trial on the part of the customer. the customer (and firm) begin to initiate communications and actions that enable an evaluation of whether or not to pursue the four key stages of customer relationship. revenue. and/or strategic significance (e. By implication. The exploration stage may take only a few visits or perhaps years to unfold. That is.driving a car. exploration may take the form of frequent site visits. Dissolution Not all customers are equally valuable to the firm. Commitment Commitment involves feeling a sense of obligation or responsibility for a product or firm. Firms should segment their most valuable and less valuable customers. or test. Exploration is analogous to sampling songs. In the online world.marketing context. non strategic customers are a different matter. managers often refer to the 80/20 rule of profitability. and possibly even the return of merchandise. However. going on a first date. The most valuable customers may be identified based on profit. therefore. awareness without action is not in the best interests of the firm. their repeated. When customers commit to a website. 20 percent of customers provide 80 percent of the profit. It may include phone call followups on delivery times or e-mails about product inventory. a large number of customers are unprofitable or have high cost to serve. 118 ANNA UNIVERSITY CHENNAI .. as one can imagine. a large well-regarded customer may not be profitable but opens the door to new accounts).

it is important to consider the types of interface design considerations that confront the senior management team. Another customer might visit Amazon frequently but not stay on the site for a long duration or engage in deeper connections such as writing reviews. sub-notebook. In all cases.E-COMMERCE TECHNOLOGY AND MANAGEMENT Often it is in the best interests of the firm to terminate the relationship or encourage this set of customers to disengage with the firm. The frequency of the connection. 119 ANNA UNIVERSITY CHENNAI .. (How many different points of contact does the customer have with the firm?) The depth of contact. of the site? Should the site include commerce activities? How important are communities in the business model? Stage Seven: Evaluating the Marketing Program This last stage involves the evaluation of the overall Internet marketing program. face—to-face interaction) to the market space (i. The four stages vary by the ‘intensity of the connection between the firm and the customer Intensity of connection may be defined as the degree or amount of connection that unfolds between the firm and its target customers. This customer would have high frequency but low depth. Stage Six: Crafting the Customer Interface The Internet has shifted the locus of the exchange from the marketplace (i. What is the look-and— feel. screen-tb-face interaction). or other Internet enabled appliance. but only to purchase books. This interface can be a desktop PC.e. Three dimensions capture intensity: 1. relationship intensity is correlated with the stage of the relationship. (How often does the customer visit the site?) The scope of the connection.e. or context. wireless applications protocol (WAP) device. 2. As this shift from people-mediated to technology -mediated interfaces unfolds. commenting on products. This includes a balanced focus on both customer and financial metrics. or communicating with other Amazon users. personal digital assistant. 3. (How thoroughly is the customer using the site?) NOTES A customer might visit a website such as Amazon on a regular basis. The key difference is that the nature of the exchange relationship is now mediated by a technology interface. This visitor would have a high level of frequent contact but a low level of scope. mobile phone..

or requests for literature. Cross-selling and up-selling depend on identifying life-path needs. The goal of effective fulfilment is to provide a myriad of information to customers and prospects quickly. qualifying leads. 120 ANNA UNIVERSITY CHENNAI . a direct marketing process. or other correspondence into the hands of the customers and prospects when they are most receptive. As customers approach retirement. it becomes more difficult to manage multiple simultaneous programs and track costs across multiple channels. banks could recommend assets such as money markets. responding to requests in a timely manner is critical. This creates a need for fulfilment capabilities that can get product information. Direct Marketing and Fulfilment This includes pre-sale interaction such as advertising that either influences or provides potential customers with the necessary information to make a purchase decision. then banks could cross-sell education savings plans or even loan consolidation plans. Marketing automation is critical. Campaign management. in the finance industry. Cross-sell and up-sell application may be used to schedule sales calls. and check on the status of the customer orders. which would then trigger a sales person to call the customer and ask if she or he would be interested in investment options. By implementing a cross-sell strategy. easily and efficiently. For example.2.5 Customer Relationship Management(CRM) Cross-selling and Up-selling This application has the capability to qualify prospects.DBA 1727 NOTES 2. track contact or the “moments of truth and refer them to sales persons when appropriate. in a bank an event would be a large deposit. allows companies to manage. literature. For instance. integrate and leverage marketing programs by automating such tasks as managing responses. keep detailed records of sales activities. Marketing departments today are being deluged with requests for information via the Web and other channels. triggers can be established to identify prospects for additional sales. pricing or billing issues. Whether it is product or service inquiries. bonds and annuities. and arranging logistical aspects of events. complete with the applications necessary to track customer contacts. Another critical core competency is fulfilment. collateral packages. as organizations grow larger. banks are attempting to build lasting relationships with customers by matching their life-path needs to complementary products and services. If customers with young children can be identified. direct mail responses. This is because.

The field service application provides the organization with features for scheduling and dispatching repair personnel. These discrete applications work together to ensure that customer service representatives can quickly assign. Today. create and manage service requests. Field Service Operations There is nothing like the hands-on approach to in they with of the customers about the company your company. and detailed service agreements. it requires a sophisticated interface with campaign management. monitor service-level agreements. as well as look up detailed information about customer service contracts. Customer support capabilities are used to manage customers who are having problems with a product or service and to resolve those problems. managing inventory and logistics. Retention Management Effective Customer Relation must be based on differentiating customers based on account and transaction histories. Armed with this complete customer and product information. activated when a problem can be solved over the phone and requires sending a repair person to the customer site to perform maintenance or repair. account management. and capture support costs for charge backs. and handling contracts and accounting. and posting systems. Field service and dispatch applications have become mission critical tools that affect a company’s ability to deliver effective customer service and contain costs. These applications typically include capabilities to verify customer status (e. The applications include support for service request management. Customer Service and Support Customer support provides customer care and other services. Field service is the hands on extension of external customer support. very few organizations are able to make these 121 NOTES ANNA UNIVERSITY CHENNAI ..E-COMMERCE TECHNOLOGY AND MANAGEMENT Effective fulfilment is not trivial. service professional can resolve customer issues efficiently and effectively. return material authorizations. contact and activity management. customer surveys. maintain permanent incident histories. what level of support they are entitled to) track specific tasks needed to resolve problems across multiple workgroups. Help-desk software automates the management and resolution of support calls and improves efficiency and effectiveness. sales force automation.g. contacts and activities.

Buying and selling firms have the same views of the transactions. But with the advent of e-commerce. 365 days a year from any location. 122 ANNA UNIVERSITY CHENNAI . at least until something went wrong. Effective decision support depends on the ability to gather customer information at great levels of detail. companies could be reasonably certain that buying almost anything was not easy. As a general rule. 2.6 Benefit from an e-Commerce Sales Strategy The internet is changing the balance of power between business and the customer. Convenience: Buying and selling can go on 24 hours a day.2. Global Reach: Gives businesses an instant global reach to find supplies anywhere in the world. There are several major advantages to developing an e-commerce sales strategy: Efficiency: Electronic purchase orders and sales orders are more economical to place. customers can check out the options anywhere. and then buy from anyone. to search the web for a bundle of products and report back on which supplier is offering them the cheapest. Customers can use comparison sites or shopping agents. Detailed knowledge about customers allows companies to treat all customers individually and. low-margin prospects. track and manage.DBA 1727 NOTES distinctions. Speed: It takes far less time to complete the entire buy/sell process. which make online commerce more precise. 7 days a week. which most executives see as a powerful enabler of Customer Relation Management. The ability to effectively segment customers depends on the decision support technology. in many cases. in any time or currency zone. thus speeding payment. or “bots” as they are known. Accuracy: Virtually eliminates processing errors. whatever sells in print in a catalogue will also sell on the internet. Before online shopping. disengage from customers are high maintenance. so once a customer found a supplier they were comfortable with they tended to stick with them.

E-COMMERCE TECHNOLOGY AND MANAGEMENT Low Cost Entry: Before the web. As both customer behaviors and enabling technologies simultaneously evolve. enabling problem avoidance or swifter solutions. and effectively trans-late them into marketing strategies and tactics. Marketing professionals will need to strategically collect information from many disparate sources. This innate curiosity fuels an individual’s desire to transform mounds of customer data into meaningful and actionable insights.7 Critical success factors for internet marketing executives Marketers have always been in the business of anticipating and managing change. These critical new skills include customer advocacy and insight. Because the Internet enables a much greater degree of interaction with customers. Today’s Internet marketing exec-utive must have all the traditional skills of the offline marketing professional. which in turn become a platform for advocacy. A true customer advocate will be looking to provide demonstrable added value to each customer interaction to form the basis for a meaningful relationship. Up-to-date Status and Alerts: Generates instant pager. NOTES 123 ANNA UNIVERSITY CHENNAI . The Internet presents an adaptive challenge for the marketing executive. Customer Advocacy and Insight An insatiable curiosity for customers and marketplaces is a bare necessity for today’s marketing professional. and technology has been their principle tool for managing it. and a willingness to accept risk and ambiguity. On the web. selling direct to consumers could be expensive. 2. a deep understanding of customer needs should serve as the guidepost driving marketing decisions. fax and e-mail notification to identify potential problems. designing and promoting these interactions around customers’ needs and progressively gaining deeper insights are critical components of creating positive customer experience. but must place extra emphasis on some of them to account for the new economy.2. Setting up a retail outlet or printing a glossy catalogue could cost hundreds of thousands of pounds. you can sell direct to consumers worldwide for a hundred pounds a month. create insightful customer mosaics. integration. Also provides order histories. balanced thinking.

The 124 ANNA UNIVERSITY CHENNAI . creating “bleeding edge” tools as they lead their teams to success. Trying to change the status quo is never easy and only people with conviction and passion will be heard over the din of the inevitable naysayer. passion. In today’s multi channel environment. a marketing manager must fundamentally understand how to integrate these new tools into the overall marketing mix. It requires understanding the dynamic tension between one-toone marketing and mass marketing and being able to strike a strategic balance between them. Internet marketing professionals must also be technologically savvy. Willingness to Accept Risk and Ambiguity In the new economy. Passion and Entrepreneurial Spirit Although very hard to objectively assess. Understanding the strategic and tactical implications of the Internet. Internet marketing professionals need to retool them-selves and their companies to enter into a whole new era of customer-centric marketing. Culling specific customer insights from a veritable fire hose of data is critically important for new economy managers. It also requires determining the appropriate customer data requirements. Balanced Thinking An Internet marketing professional needs to be highly analytical and very creative. Managers who are able to hone their marketing plan in a highly integrated fashion are more likely to capitalize on the synergies between marketing elements and thus drive greater effectiveness. a consistent message and experience must be maintained across customer touch points in order to create a consistent brand image. leveraging the rapid learning environment and accelerated decision-making process it creates. The new-economy marketing professional needs to have an integrated or’ holistic view of the customer and the enterprise in order to create a uniquely advantaged strategic plan. Successful marketing managers use this passion to fuel their entrepreneurial instincts and vision.DBA 1727 NOTES Integration The Internet represents both a new channel and a new communications medium. is what will differentiate leaders from followers in the new economy. Beyond strategy. and then creatively applying the insights gleaned from analysis are critical success factors for all Internet marketing professionals. or fire in the belly.

3 E-COMMERCE FOR SERVICE SECTOR 2. Web-enabling services. The primary purpose here is that these services help to save time and effort for the user. and on-line delivery of media content such as videos. and the most successful Internet marketers will be willing to play at the edges. etc. But they must also react more quickly and manage more information and channels in order to stay one step ahead of the competition. bring convenience. namely 1. travel. broker services. we organize them into the following categories.1 E-Services The delivery of services via the internet to consumers or other businesses can be referred to by the generic term of e-services. Successful Internet marketers will build their business models and value propositions around a deep understanding of customer needs-not around the product.E-COMMERCE TECHNOLOGY AND MANAGEMENT Internet has enabled customers to have much more information and many more choices than ever before. thus shifting the balance of power toward the customer and creating the need for a whole new set of “pull” -based marketing tools. loans. 2. real estate. Having the courage to try new things is the key to developing break-through Internet marketing. education. but-the tools need to be applied with more vigor and sometimes with greater speed. it can result in a reduced cost for the consumer. Successful Internet professionals need to rely on a whole new set of marketing tools that work in an extraordinarily dynamic environment. insurance. In order to bring some order to the discuss of these wide variety of e-services. In this lecture.3. This list is by no means exhaustive and it is growing all the time. stock trading. There is a wide range of e-services currently offered through the internet and these include banking. we will give an overview of eservices. and improve the quality of life. consultancy advice. The skill set has not changed tremendously. on-line publishing. computer games. jobs and career sites. which were previously provided by humans in office agencies and/or their branches. The risk and ambiguity of managing in such uncharted territory is tremendous. NOTES 125 ANNA UNIVERSITY CHENNAI . Today’s online marketing professionals must have the basic skill set of the offline marketing professional. In many cases.

2. E-services that fall into this category include       Jobs and employment sites Travel Insurance Loans including mortgage loans Real estate sales Brokers The advantage of this kind of matchmaking through the internet is that the ability to search electronically over a wider area to satisfy the customer need and to more precisely meet the customer need is greatly facilitated by both computerization and communication over the internet. Information-selling on the web. this may bring a new dimension to the original service. E-education is an example of this. This group essentially sells information content of one sort or another and includes ecommerce sites that provide on-line publishing such as web-based newspapers   consultancy advice specialized financial or other information 126 ANNA UNIVERSITY CHENNAI .DBA 1727 NOTES E-services that fall into this category include    Banking Stock trading Education In some cases. It may also bring into the catchments new groups of consumers of the service to whom it might not have been previously accessible. 3. Matchmaking services. enhancing and altering it. These take a need from an individual or business customer and provide mechanisms (from providers) for matching that need.

you can do your banking with your fingers instead of your feet. Therefore. and education. 5.E-COMMERCE TECHNOLOGY AND MANAGEMENT 4.com/)was the first internet bank. stock trading. 4. Specialized services such as auctions.sfnb. with a convergence of TV and internet-based technologies. www. movies. etc. E-banking Security First Network Bank (SFNB. It provides most of the banking services on the web. personal banking commercial banking for both small businesses and large corporations financial services loan application services international trade including settlement instruments. while the homepage of Bank of America (www.3. NOTES 5. 2. It is not possible to discuss all the different eservices in this lecture and so we will briefly sample only a few examples for each category. is a pure cyber bank.bankofamerica.com) illustrates the second model. 2. Web-Enabled Services Web-enabled services include personal banking. 3. foreign exchange transactions. These provide internet-based access to videos. While not all banks offer the full range of services on the internet. Pure cyber banks Traditional banks that provide e-banking to complement their retail banking SFNB. electronic games. we can distinguish between twp distinct models: 1. Many different auction sites have appeared and these are discussed further in this lecture. This E-entertainment sector is expected to grow rapidly in the next few years. or theme sites.1. banks in both the mentioned groups offer a varied range of services including 1. 2. 127 ANNA UNIVERSITY CHENNAI .1. Entertainment services. Looking at e-banking.

Datek. on the internet. American Express Financial Services. leading to increase in interest received by the banks. This has resulted in these on-line trading companies grabbing an increasing market share. reduction in staffing because of the reduction in paper processing as well as face-toface bank teller contact. All these represent a large increase in convenience and time saving for the bank customer. queuing.etrade. say buy a stock the system responds with current “on the web site” prices 128 ANNA UNIVERSITY CHENNAI . etc.DBA 1727 NOTES There are significant advantages for both the individual or corporation as well as the bank in using e-banking. saving him trips to the bank branch. one can make such transactions 24 hours a day from any place with internet access around the world. etc. These advantages are so significant that some banks offer customers a number of incentives to -switch to internet banking.com). make queries on account balances. E-stock trading and e-investing Several companies such as E-Trade (www.on-line. allow you to trade stocks. amongst other things. such as free checks. obtain statements. In addition to these. mutual funds. place a request to trade. increased deposit rates. An individual doing personal banking on the internet can. bonds. and import transactions directly into home account management software. Furthermore. in some cases view images of checks. bringing about increase in the time the bank hangs on to the money before making the required transfers. 2. a number of banks offer personal financial services including making personal loan applications on the internet.. reduction in the number of retail banking branches. In response to this. pay bills. These companies offer you to trade at a very small cost compared to discount brokers or full-service brokers. reduced fees. The steps involved essentially are the following: 1. etc. 2. discount brokers including Charles Schwab and full-service brokers have also moved to introduce internet trading of stocks. etc. 3. etc. The advantages to the banking institutions themselves include 1. do account transfers. saving rentals or ownership of the related properties.

the internet trader has to confirm this trade or cancel it Several companies allow one to create a simulated portfolio. This has led to some traditional brokers also providing internet trading of stocks. e. Pure cyber universities. . and access to a wide variety of information on a number of sites.hk. E-education A number of e-universities are being spawned around the world. the jury is still out on this. An example is Web CT. however. An example of this can be found on the Smart Money site (www. Traditional universities offering courses themselves on the internet.(www. the reduced cost.smartmoney.com. which one watches over time without actually buying or selling the stocks in reality.E-COMMERCE TECHNOLOGY AND MANAGEMENT 3.g. Another advantage a traditional university has on the internet over a new pure cyber university is that it has an established brand 129 ANNA UNIVERSITY CHENNAI 3. jonesinternationa. Again. 2.edu) Traditional universities setting up new cyber vehicles for providing university education perhaps with other business partners. while travelling. The reduction in margins available to stockbrokers as a result of internet trading is beginning to have an effect on other more traditional forms of brokers. 2. A number of so called “open universities” that previously provided distance learning have moved into providing an internet-based version of their courses.) which was set by the Hong Kong Polytechnic University and Pacific Century CyberWorks.hkcyberu. 3. In addition to actually allowing you to trade. such as Jones International University (http://www. They also expect to be able to deliver these courses at a reduced cost. There are a number of web-based technology tools for this purpose. NOTES The major advantages to the person doing the trading are 1. the convenience of being able to trade anywhere in the world with internet access.com). An example of this the Hong Kong CyberU . These traditional universities have a number of advantages. They can now reach a client base that is outside their catchment. three models can be seen: 1. these sites provide a considerable amount of information.

hotel. 2. The use of the ‘internet for education opens up many possibilities. etc.com. These include trip. It is anticipated that the internet will not only lead to cyber universities of one kind or another but will also have a marked effect on teaching and learning in traditional universities. There are a variety of issues that need to be explored carefully when preparing to deliver educational material on the internet and these include the following: 1. use of graphics and animation to explain concepts. particularly those that have a dynamic character to them. and priceline. Essentially. which address this precise market segment. namely use of quizzes. the customer who could be an individual or business specifies his requirements in relation to the service. pricing. Travel Services Before the internet. in most of these applications. One among some of the innovations that are being explored is the joint teaching by two universities on different continents in order to enhance the learning experience. etc.3. A large number of e-commerce sites have appeared. as well as suggestions on changes to de itinerary. Does one use a distance learning model where the student uses a PULL model to acquire the material? Does one use a traditional lecture model using video streaming? This is a PUSH model whereby a teacher “pushes” the materials to the students.com travelweb. These bookings could be for individuals or corporations involving corporate rates. car hire.DBA 1727 NOTES name.1. The travel agent would try his best to meet these requirements by providing information regarding schedules.com. or over other databases or web sites to look for one or more matches to these requirements. promotions. one might have gone along to a travel agent in order to book one’s travel requirements such as air tickets. tests to provide the student with instant feedback on his/her mastery of the materials. The e-commerce site then does a search over its own databases or over the internet using mobile agents. These web sites work in exactly 130 ANNA UNIVERSITY CHENNAI . train tickets. tours. The information is then returned to the e-service provider site to give the customer the required service. 2.2 Matchmaking Services This has perhaps been the area in which there has been the greatest growth in eservices.

They are attractive to consumers because of the convenience. sites where you can get advice on developing your resumes and can post your resumes on the web recruiters who use the web site to post available jobs. matchmaking facilities to search the internet for resumes that best fit a job description given by a prospective employer use of agents to do the search These approaches of using the internet for e-employment or ejobs avoid many of the costs and difficulties associated with traditional approaches to advertising. which are useful for customers.. Amongst the requirement that the customer could specify is an acceptable price. NOTES Others In some areas. A recent increasing trend has also seen the primary provider of a service such as an airline introducing internet based booking at reduced prices.hotjobs. Disintermediation refers to the removal of intermediaries such as travel agents from the process involved in the purchase of the service.monster. require that provided the price specified is met.E-COMMERCE TECHNOLOGY AND MANAGEMENT the same way. matchmaking facilities that search the internet for jobs for jobseekers based on a specification. and minimal information.com. such as real estates e. further emphasizing the disintermediation effect.com) or Jobdirect employers who list available jobs on the web sites a. a special customer need (i.com b. etc. such as Hot jobs (www.com. These ecommerce sites are having a strong “disintermediation” effect. suggestions. A number of sites.com) the visualization ‘(3D’ facilities provided on the web allow one to either 131 ANNA UNIVERSITY CHENNAI . These ecommerce sites are beginning to grab an increasing part of the travel market.. (www. 2. these sites do a search of their own databases or send agents our _ explore other web sites and respond to the consumer. the ability to meet requirements such as specified prices.realestate. such as priceline. These travel sites often also have a lot of information on promotions.e” booking at the last minute). such as high cost.g. limited duration. namely 1. 3. E-employment and e-jobs There are several different kinds of services provided here. and in some cases like lastminute. such as www. the customer cannot refuse the offer found. When a customer provides requirements.

or allow people distant from the physical site of building to actually visualize it This area of matchmaking and brokering services is expected to grow greatly in the near future with e-commerce sites exploiting new market niches. banks are reassessing their cost and profit structures. Many banks feel that in order to be profitable they need to reduce operating expenses and maintain strict cost control.3. domestic wholesale. investment. retail and investment banking are most affected by online technological innovations and are the ones that stand to profit most from electronic commerce. Banking as a business can be subdivided into five broad types: retail. international wholesale. Given these environmental changes. This philosophy is evident in the many mergers and acquisitions occurring in the banking industry. and traditional agents or brokers will have to build new dimensions to their services in order to survive. and basic economic restructuring. The role of electronic commerce in banking is multifaceted impacted by changes in technology. Sites here vary from theme sites that use a small amount of interactive entertainment to promote their products. E-Entertainment This is expected to be a growing area of e-commerce in the future. and trust. 132 ANNA UNIVERSITY CHENNAI . A number of companies are gaining access to or have purchased large inventories of movies or other entertainment material with the view of allowing people to download this on the web. rapid deregulation of many parts of finance.DBA 1727 NOTES   show visualizations of buildings at the drawing board stage. such as Disney.2 Electronic Commerce and Banking “Banking is vital to a healthy economy. The challenge behind bank restructuring lies in adequately operational zing the notion of cost control. Of all these types. and hence the use of micro payment techniques is likely to be of considerable importance here. to others that provide games either for a fee or are free coupled together with advertising that pays for the site. This is also an area with the greatest likelihood of disinter mediation. the emergence of new banking institutions. 2. An important issue here is that the payments involved are relatively small for each transaction.

online payments—encrypted credit cards for transferring payment instructions between merchant. In particular. Innovation and technology are becoming the key differentiators in the financial services business. many small businesses and most households still do them manually. there are many industries that are both willing and able to fill the void. However. For example. Technology is enabling the development of new products and services. While it enables banks to be more competitive through huge investments.E-COMMERCE TECHNOLOGY AND MANAGEMENT Technology is the predominant solution for controlling costs. processing. whereas PCs have been entering households in significant numbers only in the last few years. electronic bill payment and presentment. sophisticated arbitrage instruments like derivatives are changing the nature of investment banking. large businesses have been undergoing computerization for more than thirty years. micro payments (or nickel-and-dime transactions using electronic cash and electronic checks). For example. where recent innovations have provided an opportunity for non banks to break into the banking business. The Securities and Exchange Commission’s decision to allow Spring Street Brewery to trade its stock online may also fundamentally change investment banking by disinter mediating the traditional role of underwriting. These online capabilities increase the facility and speed of retail banking. Banks are NOTES Increasingly help to reduce operating costs and still provide adequate customer service. non banking firms. Although large businesses have automated these tasks. it also enables new competition from fast-moving. bank. customer. Technology has also accelerated the pace of product innovation. and finally. This trend can be seen in the area of online payments. new technology is a double-edged sword. The present nature of online payments is a clear indication that if the banking industry fails to meet the demand for new products. technological innovations have enabled the following capabilities: online delivery of bank brochures and marketing information. and decision analytics have allowed institutions to lower service costs. Advance in networking. ability to use multiple financial software products with “memory” (thus eliminating the need to re-enter the same data). electronic access to bank statements. Technology is changing the interaction between banks and consumers. ability to request the transfer of funds between accounts. 133 ANNA UNIVERSITY CHENNAI . and transferring funds. This is not surprising. filing taxes. threatening the banking stronghold on one of the last key services provided by banks. technology is capable of replacing or expediting tedious financial exercises like check writing.

if the bank was performing well along these two dimensions. download account data for use with personal finance software products.DBA 1727 NOTES Technology also creates problems in the product development lifecycle. technology allows the creation of a “virtual financial institution” made up of firms.  Changing demographic trends and potential new consumer markets  Cross-industry competition caused by deregulation. each contributing the best-of-breed software or products to the overall product. along with these services. banks must be able to supply/guarantee the privacy and confidentiality that customers demand. Instead of a single institution doing everything. Five distinct factors contribute to the new competitive environment:  Changing consumer needs driven by online commerce  Optimization of branch networks in order to reduce costs. This is no longer the case. and pay bills electronically. which is not a trivial matter to implement on the part of the banks. Changing Consumer Needs Consumer requirements have changed substantially in the last decade. banks had the luxury of long roll-out periods because successful investment in retail banking required a large monetary commitment for product development. which have product life-cycle times of only six to nine months. In this new “virtual model. then the bank would likely be profitable. there has been a major change in the way banks strive for increased profitability. the banking industry was chiefly concerned with asset quality and capitalization. In the past. particularly consumer credit.” banks compete with the twelve-to-eighteen-month product development times of companies like Intuit or Netscape. A thorough understanding of this competitive environment is needed before banks can determine their online strategy. Changing Dynamics In Banking Industry In recent years. transfer funds between accounts. Of course. 134 ANNA UNIVERSITY CHENNAI . This financial requirement pre-vented new participants from entering the market and was a key determinant of success. Customers want to access account-related information. Banks need to find new ways to increase revenues in a “mature market” for most traditional banking services. Today. and  New online financial products. In the past. performing well on asset quality and capitalization is not enough.

Although financial products are essentially information products and financial institutions are highly automated. This gulf is filled with established methods. For example. seven days a week. If the consumer uses personal finance software. served. postage and mail. there is a gulf between automated information and the bank’s ability to reach the consumer in a unified way. thus giving new meaning to double-entry bookkeeping. it only represents half of the information management equation.3. developing and maintaining this relation-ship is difficult. These methods can be costly and impersonal. Banking Via Online Services Although personal finance software allows people to manage their money. and sold products and services in their homes and offices whenever it is convenient for them-twenty-four hours a day. these systems do not communicate with one another. such as branches. In combination with a PC and modem. and people on telephones. No matter which software package is used to manage accounts. unfortunately. Unfortunately. Customers want to be able to bank at their convenience. a consumer enters data once into his system and transfers this information to paper in the form of a check. Bankers want more stable and long term relationships with their customers.E-COMMERCE TECHNOLOGY AND MANAGEMENT Many consumer requirements are based on a simple premise: customers and financial institutions both seek closer and more multifaceted relation-ships with one another. But a few “home banking” systems that can help are beginning to take hold. then both the consumer and the bank are responsible for maintaining systems. advertising. 2.3. information gets man-aged twice once by the consumer and once by the bank. off-the-shelf personal finance software cannot bridge the communications gap or reduce the duplication of effort described above. these home banking services let the bank become an electronic gateway. From the bank’s perspective. including over the weekend or late at night. only to have the bank then transfer it from paper back into electronic form. reducing the monthly paper chase of bills and checks NOTES 135 ANNA UNIVERSITY CHENNAI . Electronic banking provides a method of communication that will enable the bank customer to be reached.

Customers can check their account balances. The agreement represents the first time that CitiBank has expanded access to its proprietary PC Banking service through a commercial online service. we look at CitiBank and Prodigy. transfer money between accounts. in 1996 Citibank began offering Prodigy subscribers a free and direct link to its electronic home banking service. free Prodigy software will be made available at local Citi Bank branches. The goal of this approach to banking is to provide superior 136 ANNA UNIVERSITY CHENNAI . pay bills electronically. Citi Bank and Prodigy al-low customers to explore the wide array of services using an interactive. To en-courage Citi Bank customers to try online banking through Prodigy. Prodigy has been pro-viding home banking to consumers since 1988. and buy and sell stock trough Citi Corp Investment Services. Banking via the Web: Security First Network Bank With the explosive growth in Internet use. Access to Citibank is available to Prodigy sub-scribers at no extra fee throughout the New York metropolitan area.DBA 1727 NOTES Citibank and Prodigy To understand the more contemporary online banking services. review their Citi Bank credit card account. hands-on demonstration. and has relationships with more banks than any commercial online service. To expand the attractiveness of its online banking services. CitiBanking on Prodigy offers a full range of banking services. banking via the World Wide Web will undoubtedly catch on quickly.

This limits the customer to banking only from that computer. at the office. Internet banking means that: Consumers do not have to purchase any additional software (the Web browser is sufficient). In the early 1980s. If bank customers (end users) install personal financial management software on their PCs. making a call to access a separate network. or wait months for new versions and upgrades. these customers become direct customers of software firms. since all transactions occur on a secure server over the Internet. Internet banking allows banks to break out of the hegemony of software developers. IBM licensed DOS from a small software company called Microsoft. Banking via online services is restrictive in that the consumer has to install a soft-ware package onto her computer. Consumers can download account information into their own choice of programs rather than following the dictates of the service provider. IBM’s seal of 137 NOTES ANNA UNIVERSITY CHENNAI .E-COMMERCE TECHNOLOGY AND MANAGEMENT customer service and convenience in a secure electronic environment. and banking during limited hours of operation. store any data on their computer. they lose control over the end user interface and the relationship they have with customers. By maintaining a direct relationship with end users via the Web. As a result. without seeking the cooperation of a software company. IBM decided that operating systems were not central to IBM business strategy. Consumers can conduct banking anywhere as long as they have a com-puter (not necessarily their own computer) and a modem-whether at home. software firms such as Intuit can control the kinds of transactions end users make and with whom these transactions occur. If banks choose to offer home banking via personal financial management software. This loss of control has tremendous long-term implications. Banking on the Internet is not the same as banking via online services. back up any information. The software industry history offers com-pelling proof of the importance of organizations having a direct relationship with consumers. The competitors in this segment are banks that are setting up Web sites. banks can offer additional services and provide a personal feel to the interface. or in a place outside the United States. and firms like Intuit that can easily transport their product to the Internet. IBM called this operating system PC-DOS and allowed Microsoft to market this same operating system to competing computer manufacturers under the name of MSDOS. working with a separate software company. By controlling the software interface.

The creation of online financial supply chains to manage the shift from banks as gatekeeper models to banks as gateways. management has to balance the five key values that increasingly drive customers’ banking decisions: simplicity. However. losing control over the interface could have dire consequences.3. too. convenience. 2. For banks. quality.1 Management issues in Online Banking The challenge facing the banking industry is whether management has the creativity and vision to harness the technology and provide customers with new financial products necessary to satisfy their continually changing financial needs.  Marketing Issues: Attracting Customers The benefits of online banking are often not made clear to the potential user. The emergence of low-cost interactive access terminals for the home as well as affordable interactive home information services. The fact that technology increases the ease of switching from one bank to an-other means that banks that do not offer superior customer service may see low levels of customer loyalty. In order to achieve this. Consumer question includes : 138 ANNA UNIVERSITY CHENNAI . The identification of new market segments with untapped needs such as the willingness to pay for the convenience of remote banking. Online banking will realize its full potential when the following key elements fall into place:      The development of an interesting portfolio of products and services that is attractive to customers and sufficiently differentiated from competitors.3. and price.DBA 1727 NOTES approval made DOS an industry standard. IBM was unable to move the industry to a new operating system called OS/2 in the late 1980s because Microsoft controlled the customer relationship and was able to convert most end -users to Windows. customized ser-vice. Banks must deliver high quality products at the customers’ convenience with high-tech. The establishment of good customer service on the part of banks. high-touch personal and affordable service. The development of effective back-office systems that can support sophisticated retail interfaces.

5 million. These integrated services contribute to cementing the customer relationship.000 customers. Regardless of how a bank chooses to answer these questions. but also in order to be attractive to potential customers. While short term convenience is important. Banks must also look beyond home consumers for online banking consumers. Banks must switch the costs of moving from one software platform to other to keep customers from moving. 3. Banks can realize the positive cost implications for the longterm value of building customer loyalty. NOTES 2.provides a solid opportunity for banks to build a profitable base of small business until a broader consumer market evolves. 250. Banks must provide integrated services. Marketing Issues: Keeping Customers Keeping customers (or customer loyalty) requires the following: 1. household management is pushing consumers toward integrated services that can speed up financial procedures.000 to Rs. New services like interactive cash management services could generate significant revenues for banks. Thus. banks have opportunity to tap into this market segment. there is not a big cost dif-ference between serving one customer and serving 100. The rapidly growing use of personal computers by small business. family obligations. Many of these firms have PCs and modems. Clearly. it is clear that make a mistake trying to sell online banking services on the basis of convenience. consumers want 19-term ability to control and organize their finances more than they want convenience. The oftcited time squeeze on consumerslong commutes. marketers must also work on building a loyal customer base not only in order to maintain the existing base. 139 ANNA UNIVERSITY CHENNAI .E-COMMERCE TECHNOLOGY AND MANAGEMENT How is balancing the checking account online superior to doing it on paper? Is paying bills online superior to the familiar 5 of writing checks? Where is the consumer gaining value? Perhaps the answers to these questions are not clear to the bankers themselves. and this familiarity increases interest in additional vices and increases switching costs. Customers are increasingly familiar with using technology to access bank accounts and to handle financial affairs. heavy workload. Industry studies indicate that 20 percent of small businesses are immediate prospects for online banking and are willing to pay more than individual consumers for the service-up to $100 a “month. There are mil-lions of small businesses with annual sales ranging from Rs. In the online world.

4 ADVERTISING AND ONLINE PUBLISHING 2. In many cases.1 Reasons expected for the increase in Advertising spending Shorter Access Times As more bandwidth becomes available. 2. 30.000-Rs. when clicked with a mouse. with part of the reduction covered by advertisers. users will spend a larger proportion of their time on Web sites and a smaller proportion waiting to access them. Among periodicals that have gone from print to online advertising with some degree of advertising success are: Knight-Ridder’s San Jose Mercury News newspaper.1.DBA 1727 NOTES 2. 140 ANNA UNIVERSITY CHENNAI . and People. which reportedly charge Rs. advertisers ask site visitors to provide their names and addresses in exchange for a product discount. Shorter access times also enable increasingly complex graphics to be placed on Web sites. The cost of the access fee itself can be shared by an advertiser if. advertising rates should rise.4. 100 per day for an advertisement.000 per quarter for an advertiser to place an icon in the periodical. Reduced Access Fees New Internet users will be attracted by reduced ac-cess fees. Promotions are also common. and magazines such as Hot Wired. 45. With more time available to draw users’ attention. magazines and newspapers have also set up sites on the Web. without requiring additional access time. the advertiser pays for the access time used when accessing online yellow pages. advertisers should be willing to pay more per user to place their icons in online periodicals. Many online periodicals include traditional advertisements as well as icons. which display an advertiser’s logo and. which reportedly charges Rs. send a user across the Web to the advertiser’s Web site. for example. This should draw to the Web advertisers who may have been concerned that the current graphical quality was insufficient for displaying their products. Playboy. With more advertisers.4.1 Advertising and Online Publishing With the intention of attracting advertising dollars.

and an advertiser can use it to justify the cost of promoting a Web site. maintaining a Web site. NOTES 141 ANNA UNIVERSITY CHENNAI . an online publisher can use it to determine advertising rates and the appeal of its articles.E-COMMERCE TECHNOLOGY AND MANAGEMENT Increasingly Convenient Access to Information As the amount of information online increases. the decision to purchase should be easier and more purchases should occur (assuming the product is desirable). then companies may pay far more to advertise.1. There are three reasons for this:    The market is too small to justify the cost of measuring its size. leading them to pay more for placement in online periodicals. However. Spending can be the amount that advertisers pay other Web sites such as periodicals and games to display their icons or product offerings. and placing a site -linked icon in an online page. With more information available. few publishers have attempted to measure how many advertising dollars are being spent. If online advertising encourages users to shift a portion of their purchases to the Web.2 Better Measurement of Advertising Effectiveness Product advertising is far more effective if it leads to a purchase. This should boost the appeal of the Web and increase the rates that advertisers could be charged for placing their icons in an online periodical. Increasingly Valuable Information Product descriptions can be enhanced through online advertising. it should be increasingly important for advertisers to get users to their sites quickly. Despite the popularity of advertising on Web sites. 2. The market is changing too rapidly to develop an effective means of measurement. 2. a measurement system will not be useful until: 1. There is not a clear definition of what advertising expenses should be counted.4.

with a few key strokes. be it a book. This increases the ease and speed with which a work can be reproduced. displayed. presented. the packaged goods giant told the online publishing community that it will compensate the ad banners it buys only on a “click-through” ba-sis. standard impressions-delivered when an Internet surfer sees an ad banner but does not click on it to connect to a Web site -are considered to have no value by P&G. and stored. and the speed with which copies (authorized and unauthorized) can be “delivered” to the public. All of this has led to a clarion call for changes in the copyright law. Advances in technology have raised the stakes considerably. to deliver perfect copies of digitized works to scores of other individuals. trademarks.3 billion ad budget to advertise on various Web sites. accessed. Protecting intellectual property rights and collecting dues from online users is proving to be quite challenging. The potential of online copyright infringement vastly surpasses the damage that can be inflicted with a photocopy machine. causing a blurring of the traditional content lines. Works also can be combined with other works into a single medium. a sharp departure from the industry standard which measures hits . 142 ANNA UNIVERSITY CHENNAI . organized. and used in the digital format. owned. licensed. or a piece of music. distributed. such as a CD-ROM. The scope and magnitude of the problem is clear. the emergence of the Internet is dramatically changing how consumers and businesses deal in information and entertainment products and services. managed. and licenses) are an important asset possessed by the publishers in their respective markets. the ability to manipulate and change the work. used. In other words. performed. 2. virtually any work can be “digitized. Anyone with a computer can make and distribute countless copies of anything digital. reproduced. The anticipated P&G strategy. the digital version can be sent to friends or even a bulletin board system (BBS) for downloading by anyone with a modern.1.3 Digital Copyrights and Electronic Publishing Intellectual property rights (copyrights. sold. Today. In short. It was reported in MediaWeek [MW96] that Procter & Gamble was ready to spend some of its $3. the quality of the copies. a TV or computer program. as well as how works are created.has sent a shiver down the spine of many ad sales executives. The concern was that other advertisers will follow P&G’s lead. The establishment of high-speed networking makes it possible for one individual. Even worse.4.DBA 1727 NOTES Effective measurement of online advertising is taking centre stage. However.” archived.

2. Restricting manipulation of the electronic file containing the work. Owners of copyrights are not willing to put their interests at risk if appropriate protections are not in place to permit them to set and enforce the terms and conditions under which their works are made available online. publishers realized that simply having a presence on the Web did not guarantee profits. Initially. NOTES 2. in less than three months.E-COMMERCE TECHNOLOGY AND MANAGEMENT The stakes are high. there is an enormous groundswell of interest among both commercial and corporate publishers in the Web. from 1993 to 1995 much of online publishing was inhibited by a lack of business purpose. Likewise. the electronic edition has attracted more than thirty advertisers paying to reach this audience.2 Electronic Commerce and Online Ppublishing The Web may have blossomed because of peer-to-peer publishing. For instance. These firms are learning that the best way to capture consumers’ attention is to develop a business model that allows the company to 143 ANNA UNIVERSITY CHENNAI . They discovered that offering exciting technology without compelling content is insufficient to capture market share. the public will not use the services avail-able and create the market necessary for online publishing’s success un-less access to a wide variety of works is provided under equitable and reasonable terms and conditions. it was reported that.000 readers per day. failing to define the business purposes driving their online presence. The promise of new interactive publishing captured the imagination of both content providers and the public.4. the Wall Street Journal Interactive Edition attracted 500. Also. As the initial euphoria wore off. the con-tent creation side of online publishing was dominated by techno-savvy individuals who were not experienced at selling and who did not under-stand the business of publishing. growth in the online publishing marketplace was driven by the potential of new interactive technologies and applications. Online Copyright Protection Methods Unauthorized access to published content can be restricted by two methods: 1. This includes controlling Web server access or controlling individual document access. At that time. there were publishing companies who took a “Just Get Me on the Web!” approach. However.000 registered readers on the Web. and that number is growing by some 3. In addition. and unless the integrity of those works is assured. but judging from recent product offerings. Restricting access to the source of the work.

and entertainment they receive should be subsidized or nearly free and that advertisers will pay the bill. and content. but they have not been able to figure out which business model works best for making money. Publishers currently finance their businesses by offering advertisers mass markets for delivering their message in return for large advertising fees. In general. The better the brand. some of the first to stake their claims on the Internet. These are tricky but necessary conditions to successful online publishing. and services. no matter how it is delivered. mainstream advertisers have been skittish about pumping money into a medium with an audience whose size and habits are nearly impossible to figure out. programming. The public has been trained to think that the news. are tinkering with new advertising models for their fledgling Web sites. Some of the sites employ hundreds of people. Online publishers are developing new business models to charge customers directly and convince them that such charges are justified. none of the Web publishers have turned a profit. they are being forced to adjust to new customer attitudes regarding pricing. the more likely it is to pop up in the consumer’s mind another key issue in online publishing relates to digital copyrights. equipment.DBA 1727 NOTES offer unique and valuable information. they could grow substantially in coming years as the traffic increases and brand names become established. While ad revenues are not coming close to covering expenses now. This approach may not be viable in the online medium when mass markets are re-placed by customers selecting their information and delivery methods. with millions of dollars in payroll alone. Brand development is important because every time a user sits in front of a Web browser. and they have not yet turned a profit. As more and more firms begin to offer online content. The key is to identify what the customer wants and finds interesting and to avoid being distracted by new technologies. Many early pioneers invested a huge amount of money into brand building. she needs to make a decision about where to go. 144 ANNA UNIVERSITY CHENNAI . As a result of relatively low ad revenues. The early online publishing pioneers are trying to accomplish a difficult feat. This content. and marketing. Many online publishing pioneers have gone up the technology curve and are confronting tough management questions such as how to gain market share and how to be profitable sooner than later. marketing. Some of these firms have invested tens of millions of dollars in people. must be packaged so that it provides more value than alternative sources of information. Publishers need to pay more attention to their core competency of packaging and delivering content and making money online. Newspaper and magazine publishers. information.

Testers These are the majority of publishers that face either attractiveness and/ or skill challenges. who are uncertain who will win in the online marketplace. which makes the risk even greater.1 Online Publishing Strategies As with any new development. Testers also include 145 NOTES ANNA UNIVERSITY CHENNAI . They do not and cannot offer more because in an environment where the culture and technology provide so little protection for the rights of content producers. retransmit. 2. as well as fo-cused publishers in categories not easily suited for the online medium. Moreover. and they already have many of the necessary resources at hand.E-COMMERCE TECHNOLOGY AND MANAGEMENT Effective technological protection mechanisms are vital to ensuring the availability of quality content online. Today. and alter works without the permission or the copyright holder. Watchers These are large publishing companies that employ scale-sensitive economics. The Internet makes it extremely easy to copy. the digital world has no international boundaries.2. publishers such as Addison—Wesley only offer catalogs or sample selections of works available online. This category includes publishers of unbranded or less distinctive content who cannot attract a sufficiently large initial consumer franchise. and who neither need nor want to make a choice now. They are unlikely to view online publishing as a sufficiently attractive channel until costs fall and distribution widens.4. Gathered here are many multi category and specialty publishers who are competing successfully in traditional markets. there are generally three strategies for publishing companies to consider: Early Movers These are highly skilled independent publishers with existing access to such key capabilities as direct marketing and order fulfilment. These publishers have the capacity to derive the highest benefits from new media as their learning curves are much shorter than others. and policing is impossible since the levels of protections and sanctions against infringement vary widely in countries across the globe. there is too great a risk to their intellectual property.

146 ANNA UNIVERSITY CHENNAI . In general. Speed of delivery. and price will not be enough to compete in this new environment.2. This is more controversial and more difficult to implement. but also more exciting. but is a logical extension of the trends in electronic delivery over the past several years. For this group. These tests often include a skill-building program as well as an early warning system so that a company can quickly identify and re-act to changes within the industry or economy. Content.4. Publishers will have to innovate constantly and challenge present concepts if this form of commerce is to become widely accepted and popular. content is assembled in real-time and transmitted in the format best suited to the user’s tastes and preferences. The publishing intermediation approach. Those with strong brand images and existing consumer franchises may choose to post-pone entry until they find viable service providers and distributors. This is an online extension of the thirdparty publisher role off-line.2 Online Publishing Approaches There are four contrasting content publishing approaches. building required skills. and customer service as well as re-learning the fundamental principles concerning why people subscribe. to some extent. Winning in online publishing will entail developing new skills in areas such as tailored advertising. Publishers such as the Wall Street Journal and New York Times are taking part in targeted tests and pilot projects aimed at learning what online publishing has to offer. 2. bundling of products. In this approach.     The online archive approach. This is new to the Web. and diversity of choice also become critical success factors. The Online Archive Approach The online archive approach (including bibliographic databases and full-text search/ retrieval services) is one that appeals to corporate publishers and. The new medium approach. order processing and fulfilment. the online medium appears to be an alternative. publishers are educating themselves about the potential opportunities without committing themselves to anyone position. incentives.DBA 1727 NOTES branded general publishers with robust consumer franchises and attractive distribution channels already in place. service. quality. The dynamic and just-in-time approach. and exploring the attractiveness of potential channels.

Members of the ZD Net/CompuServe edition have access to several features. Ziff-Davis created the ZD Net subscription service on CompuServe to provide a service supporting online versions of all its publications. which caters to an increasing number of physicians who rely on online medical databases to keep up to date with the latest developments and literature. one deserving its own material. The online archive approach is also being used by niche publishers such as ZiffDavis.ROM. MEDLINE and other medical databases are available free of charge on the Internet. This approach currently has some teething problems because of technological limitations. In 1991.1985 with a bulletin board system for readers of PC Magazine. sophisticated on-line forums with top industry personalities. The most prevalent example of online archive approach is library catalogs and bibliographic databases. not a replacement. For example. An example of a bibliographic database is MEDLINE. bibliographic databases represent a sizable chunk of the online data-base market. including the ZD Net University series of comprehensive online “continuing education courses. The New Medium Approach The new medium approach (including real -time news delivery.E-COMMERCE TECHNOLOGY AND MANAGEMENT commercial publishers (such as academic or journal publishers) who have an existing digital archive that they want to deliver over the Web as well as on paper. This approach will have the most appeal to commercial print publishers. personalized news delivery. but with technological 147 NOTES ANNA UNIVERSITY CHENNAI .000 Internet hosts each month and is reportedly showing a profit. which began its venture into electronic publishing in . CD. such as magazines. In addition to its successful CompuServe subscription ser-vice. or other media. Most libraries have replaced traditional card catalogs with sophisticated electronic online bibliographic databases offering an incredible range of functions. and a comprehensive database of past articles. and edutainment) aims to create new material for the Web-to treat the Web as its own medium. the formatting limitations of the Web are frustrating at the moment. that view the Web as an alternative. At revenues of over $1 billion a year. but separate content streams will be developed for each medium.com) logs access by more than 700. The spread of PCs has enabled physicians to directly search databases used only by librarians in the past. developed by the National Library of Medicine (NLM). the ZD Net Web Edition (http://www. which quickly grew in popularity. Some writers may write for both media. That bulletin board evolved in 1988 to become PC Mag-Net on CompuServe. for print publications. Wired magazine sees very little crossover in content between its magazine and its HotWired venture. For instance.zdnet.

and services. At one time. For example. written for a Web audience. but with no controlling gatekeeper. The frustrations are more than offset by the excitement of the interactivity the Web offers. 148 ANNA UNIVERSITY CHENNAI . products. Once on that sprawling network.DBA 1727 NOTES advancements they will soon be forgotten. The Publishing Intermediation Approach The publishing intermediation approach (including online directories) exploits new service opportunities for intermediaries. must be created. It quickly becomes apparent that under this model. the expectations of the Web are so different from print media that new content.” an approach that HotWired is taking in its attempt to create a place where readers can see what the world has to say on a minute-by minute basis. University electrical engineering PhD students who began DY simply compiling lists of their favorite Web sites. two Stanford. The publisher gives up not only its brand name. Faced with that model. Yahoo (which stands for Yet Another Hierarchical Officious Oracle) was created in 1994 by David Filo and Jerry Yang. Even if the technology constraints were overcome. too-once the information is out there. It went on to become one of the most popular means of navigating around the Internet. all a publisher can do is “be the first with the most interesting stuff. the old paradigms do not work. which made it the second most active Web site next to Netscape’s home page. The success of Yahoo’s initial public offering (IPO) underscores the importance of online directories. in the growing market for educational material such as course packs and other customized books. they are having trouble finding other companies. With online publishing there may be a well-known starting point. it is no longer. but its intellectual content. Companies and consumers interested in conducting electronic commerce often struggle to navigate the Internet to create an electronic marketplace. Online directories are important for several reasons. New organizations that specialize in the management of copyright clearance are emerging as key players. Yahoo is the first place millions of Internet users go when they try to find their way around the rapidly growing Internet. owned. Yahoo was getting about 6 million visitors per day. its model is both broadcasting and conversation at the same time. the subsequent value-added improvisation from readers makes each online magazine a unique experience. companies offering material owned by more than one publisher face the daunting task of obtaining permissions.

and they are nowhere near that yet. The future is bright for the publishing intermediaries who offer ease of operation. there will be a demand for intermediation because there will al-ways be a need for a good directory to help people locate goods. video. the stories. For example. Content can now be created in realtime and transmitted on the fly in the format best suited to the user’s location. Instead. That is. Clearly publishers and developers should be thinking about low-value payments. but it is still too early for most companies to de-ploy. the user’s geographic location. applets. and content flow into the computer just as consumers need them. and detailed information. transaction costs must be very small (around 10 cents). and then self-destruct after usage. More importantly. tastes. and sound-are stored separately in a database and used to create individualized pages on the fly as each user browses the site. The page content can be further customized to reflect which Web browser is being used. graphics.E-COMMERCE TECHNOLOGY AND MANAGEMENT Clearly. and preferences. and others-could serve as the best model for every-one else [PCW96]. What is more. a publisher planning to deploy a large product catalog will no longer have to author and update each individual Web page. the elements of each page-text. A number of micro payment schemes are emerging. Another way of looking at dynamic publishing is that it is just-in-time publishing. services. and products. speed. For micro payments to work. The Dynamic and Just-in-Time Publishing Approach Online content is no longer static information. The world of online entertainment-specifically “pay-for-play” outlets being developed by Sony. the proposed schemes vary widely and many kinks in the micro payment puzzle have to be worked out. Sierra OnLine. and modem speed. NOTES 149 ANNA UNIVERSITY CHENNAI . the content engine recognizes repeat visitors to a site and configures the Web pages to match the individual’s known preferences.

This might be the ultimate objective. Typically in the B2B environment. In the past EDI was conducted on a direct link of some form between the two businesses where as today the most popular connection is the internet.5 B2B E-COMMERCE 2. E-Commerce technologies have allowed even the smallest businesses to improve the processes for interfacing with customers. and cultivate relationships with customers. and automate corporate processes to deliver the right products and services to customers quickly and cost-effectively. in the short term. but. They are now able to develop services for individual clients rather than provide a standard service.Business to Business E-Commerce E-commerce has been in use for quit a few years and is more commonly known as EDI (electronic data interchange).1 B2B . B2B E-Commerce could be used as a significant enabler in their move towards greater trading partner collaboration. Managing trading-partner relationships. Using the Web to sell more products was an initial consideration. For many Welsh SMEs.DBA 1727 NOTES 2. order fulfilment. manufacturing. E-Commerce can be used in the following processes:    Procurement. but it was in the provision of customer service and support to their overseas distributors that the greatest benefits have been achieved. The two businesses pass information electronically to each other.5. retain. B2B e-commerce currently makes up about 94% of all e-commerce transactions. An alternative way of thinking of B2B eCommerce is to think of it as being used to:   Attract. B2B E-Commerce is synonymous with the vision of integrated supply chains. develop. Pentwyn Splicers based in Pontypool manufacture pneumatic splicers for the UK and world textile market. They evaluated all aspects of their business process to determine where the greatest return could be obtained. and procurement processes. Streamline the supply chain. 150 ANNA UNIVERSITY CHENNAI .

Drivers and inhibitors of business-to-business electronic commerce in businessto-business e-commerce. reduced transaction costs. business-to. Large manufacturing firms are the main users of EDI. which can extend from the supplier of raw materials to the final consumer. electronic commerce clearly reduces these costs and thus drives its adoption. which now limit the extension of Internet EDI to unknown firms. many barriers. analyze. and Insistence by large businesses that all of their suppliers link into their e-commerce system as a condition of-doing business.and third-tier suppliers.added chain. General Electric (GE). It is expected that by 2001-02. They have existed for decades. in order to make better decisions. However. The first factor. will have been overcome. a defensive reaction A competitors engaging in commerce. accounting for about 80 per cent at present. For example. there will be a significant increase in business-to-business e-commerce as it draws in smaller second. As a result.E-COMMERCE TECHNOLOGY AND MANAGEMENT  Capture.business e-commerce is likely to maintain for enlarge is advantage for the foreseeable future: Electronic links between businesses are not new. information about customers and company operations. developed by the Automotive Industry Action Group (AIAG). makes use of the Transport Control Protocol/Internet Protocol (TCP/IP) to link automotive 151 ANNA UNIVERSITY CHENNAI . estimates that 80 per cent of suppliers are not connected to an EDI system but rely on from. and share. the US Automotive Network exchange (ANX). b. Because the-economic factors affecting the adoption of e-commerce between businesses are such different from those affecting business-toconsumer ecommerce. telephone or mail. drives the second and third and will be explored in greater detail in the next chapter. such as questions of security and reliability. one of the largest EDI service suppliers. NOTES In business-to-business electronic commerce businesses use the Internet to integrate the value. Business for business dominates the total value of e-commerce activity. in the form of electronic data interchange (EDI) supplied by value-added networks (VAN) operated over leased telephone lines. three factors are likely to lead to e-commerce a reduction in transaction costs and improvement of product quality/customer service a.

g. For example. Also. the new system will provide a single common system that can be extended to include all suppliers. or could not. An example of a B2B transaction is a chicken feed company selling its product to a chicken farm. in a typical supply chain there will be many B2B transactions but only one B2C transaction. As businesses move to “build-to-order” processing and just-intime inventories. An example of a B2C transaction is a grocery store selling grain-fed chickens to a consumer.2 Automated Ecommerce Transactions It is a term also used in electronic commerce and to describe automated processes between trading partners. One reason for this is that businesses have adopted electronic commerce technologies in greater numbers than consumers. 2. spot markets that match buyers and sellers for a wide variety of goods ranging from electronic components to agricultural commodities to transportation futures have sprung up. exist before electronic commerce over the Internet made them economically viable. not just the final transactions that result from marketing. Parcel delivery. In addition to migrating existing activity to e-commerce. GM. The accessibility of the Internet makes electronic commerce realistic possibility for SMEs and is likely to lead to its widespread diffusion. which is another company. as the completed product is retailed to the end customer. B2B can also describe marketing activities between businesses.5. though the term can be used to identify sales transactions between businesses (also referred to as 152 ANNA UNIVERSITY CHENNAI . frequently by the same firm. The largest impact of business –to – business e-commerce is likely to be on small and medium sized enterprises (SMEs). Dispensing with the multiple networks and protocols that now link first-tier suppliers to OEMs. Ford and Chrysler). logistics and order fulfillment services. because many large business already have EDT’ systems in place. a premium is placed on timely. accurate inbound and outbound logistics. new business—to-business products are being created which did not. there is greater demand by final consumers for fast order fulfillment and the ability to track an order as it is being processed and delivered.DBA 1727 NOTES suppliers to each other and to original equipment manufacturers (OEM) (e. are also experiencing growth as ecommerce increases. they represent only the beginning of what is expected to be a wide number of new business-to-business opportunities. Another example is the extension of EDI-type links via the Internet. The volume of B2B transactions is much higher than the volume of B2C transactions. In addition.

costs Inventory – inventory levels. utilities.4 percent in2003. performance measures. shipping and warehousing. partner roles and responsibilities. a company selling photocopiers would more likely be a B2B sales organization than a B2C sales organization.1 percent in 2000 and 9. while business – to – consumer electronic commerce implies that the buyers are individual consumers. food.3 Characteristics of B2B EC Business – to – business electronic commerce implies that both the sellers and buyers are Business Corporation.9 billion by 2003 and continue to be the major share of the EC market (Free-man 1998. For example. Business-to-business EC covers a broad spectrum of applications that enable an enterprise or business to form electronic relationships with their distributors. B2B applications will offer enterprises access to the following sorts of information:           Product – specifications. quality. and agriculture are the leading items in B2B EC. paper and office products.5. As Handfield and Nichols (1999) suggest. Business-to – business EC is expected to grow to $1. lead times. commitments.2 percent in 1997 to 2. Retter and Calyniuk 1998). product plans Transportation – carriers. petrochemicals. motor vehicles.E-COMMERCE TECHNOLOGY AND MANAGEMENT “institutional sales”). competitive product offerings. delivery time. promotions Supply chain process and performance – process descriptions. market share Sales and marketing – point of seal (POS) . sales history Customer – sales history and forecasts Supplier – product line and lead times. The percentage of Internet – based B2B EC compared to total B2B commerce will expand from. sales terms and conditions Product process – capacities. customer satisfaction NOTES 153 ANNA UNIVERSITY CHENNAI . carrying costs. prices. schedules Competitor – benchmarking. and other partners. 2. suppliers. resellers. “Business-to-business” can also refer to all transactions made in an industry value chain before the finished product is sold to the end consumer. Computing electronics.330. locations Supply chain alliance – key contacts.

This is a statement of what you do and how you do it differently and better than your competitors. supported by a number of secondary messages. B2B marketing is generally considered to be more complex than B2C marketing. Building a campaign plan Whatever form your B2B marketing campaign will take.DBA 1727 NOTES 2. trade show support. industry awards and training programs. direct mail. facts and figures. The Business Marketing Association is the trade organization that serves B2B marketing professionals. sales collateral. often complicated by a longer sales cycle and multiple decision makers on the buyer’s side. build a comprehensive plan up front to target resources where you believe they will deliver the best return on investment. branding. and make sure you have all the infrastructure in place to support each stage of 154 ANNA UNIVERSITY CHENNAI . B2B marketing communications tactics generally include advertising. each of which may have a number of supporting arguments. public relations. It was founded in 1922 and offers certification programs.5. research services. Developing your messages The next step is to develop your messages. conferences.4 What is B2B Marketing Communications? B2B marketing communications is how businesses promote their products and services to other businesses using tactics other than direct sales. B2B Marketing Methodologies Positioning Statement An important first step in business to business marketing is the development of your positioning statement. and interactive services such as website design and search engine optimization. The purpose of B2B marketing communications is to support the marketer’s sales effort and improve company profitability. There is usually a primary message that conveys more strongly to your customers what you do and the benefit it offers to them.

corporate guidelines. RosettaNet is an XML-based. Since the builders of such marketplaces primarily aim at facilitating buyer-seller interaction (in most cases without being a buyer or seller themselves).and that doesn’t just include developing the lead . B2B standards UN/EDIFACT is one of the most well-known and established B2B standards. these are also referred to as “third-party” B2B marketplaces. ANSI ASC X12 is a popular standard in North America. be it Cost Per Acquisition. and any other supporting material and distribution. 155 NOTES ANNA UNIVERSITY CHENNAI .E-COMMERCE TECHNOLOGY AND MANAGEMENT the marketing process . Cost per Lead or tangible changes in customer perception. and if at all possible. target audience. product. emerging B2B standard in the high tech industry. graphical considerations. campaign description. Typical elements to an agency brief are: Your objectives. 2. An approach like UN/CEFACT’s Modeling Methodology (UMM) might be used to capture the collaborative space of B2B business processes. Briefing an agency A standard briefing document is usually a good idea for briefing an agency. As well as focusing the agency on what’s important to you and your campaign. it serves as a checklist of all the important things to consider as part of your brief. you’re not in the business of developing marketing campaigns for marketing sake. measure your impact upon your desired objectives. Measuring results The real value in results measurement is in tying the marketing campaign back to business results.5 E-Marketplace “E-” or “electronic” marketplace in a business-to-business context is primarily a large online platform (B2B portal) or website that facilitates interaction and/or transactions between buyers and suppliers at organizational or institutional rather than individual levels. your product positioning.5.make sure the entire organization is geared up to handle the inquiries appropriately. After all. So always put metrics in place to measure your campaigns. target market.

No-frills e-Marketplace Developed in response to customers wanting to purchase products without service (or with very limited service). inventories and cycle times. This is possible because buying/selling items in a single industry standardizes needs. Each level of the industry has access to every other level. Help reduce the number of profits after tax 6. thereby reducing the need for outsourcing many products. these items are in demand because they are crucial to the daily running of a business. the no-frills e-marketplace parallels the B2C offering of no-frills budget airlines. Horizontal e-Marketplace A horizontal e-marketplace connects buyers and sellers across many industries. Mainly business and consumer articles. Many corporations have MRO materials bought directly on-line by the maintenance team in order to relieve the purchasing department. Help buyers find new suppliers and vice versa 2. The most common type of materials traded horizontally are MRO (maintenance. Therefore e-commerce is not well no where near the advanced technology that us in organizations use now a days. Help the environment by using appropriate technology that is environmentally friendly Vertical e-Marketplace A vertical e-marketplace spans up and down every segment of one specific industry. Help increase trade between distant geographies 4.DBA 1727 NOTES These marketplaces can do one or more of the following: 1. no-frills B2B e-marketplaces enable the effective de-bundling of service from product via 156 ANNA UNIVERSITY CHENNAI . Help increase the greenhouse gas emissions in the country 7. Help manage payments and track orders for B2B transactions 5. Help reduce the time and cost of interaction for B2B transactions 3. repair and operations) materials. regardless of industry and level within that industry. The subject of several Harvard and IMD articles/case-studies. E-commerce has a variety of different opinions going out towards different people in different organization that are committed to such technology. Buyers and sellers in the industry are connected to increase operating efficiency and decrease supply chain costs. which greatly increases collaboration.

The essence of EDI is the coding and structuring of the data into a common and generally accepted format -anything less is nothing more than a system of file-transfers.5. data. EDI Standards At the heart of any EDI application is the EDI standard. initially describing only industrial or capital goods marketing. Electronic data interchange (EDI) is a technology poised for explosive growth in use as the Internet provides an affordable way for businesses to connect and exchange documents with customers and suppliers of any size. EDI is the electronic exchange of business documents. and other information in a public-standard format. NOTES 157 ANNA UNIVERSITY CHENNAI . This is one of the applications of E Commerce which makes Business to Business transactions possible over a network.” This provides the basis of differentiation from conventional B2B sales/purchasing channels. These elements together with the EDI Agreement are covered in detail in this lecture. It eventually came to be used in marketing as well. 2. There have been a number of EDI standards developed in various industry sectors or within a specific country and there are complex committee structures and procedures to support them. Coding and structuring the documents for business transactions is no easy matter.6 EDI Standards EDI stands for Electronic Data Interchange. However. the EDI networks and the EDI software that interfaces these two elements and the business applications.E-COMMERCE TECHNOLOGY AND MANAGEMENT clear “business rules. It cuts the cost of managing business-to-business transactions by eliminating the need for labor-intensive manual generation and processing of documents. today it is widely used to describe all products and services used by enterprises. In this lecture we will discuss the EDI standards. Let’s start with EDI Standards. Etymology The term “business-to-business” was originally coined to describe the electronic communication relations between businesses or enterprises in order to distinguish it from the communications between businesses and consumers (B2C).

Two organizations that exchange data can. assume a network of three customers (say supermarkets) ordering goods from four suppliers (food manufacturers).DBA 1727 NOTES Following on from the various sectorial and national EDI standards is the United Nations (UN) EDI Standard: EDIFACT. agree a format that meets their mutual needs. receiving computer system. 158 ANNA UNIVERSITY CHENNAI . EDI provides an electronic linkage between two trading partners. As the network of exchanges develops then the number of organizations needing to be party to the agreement grows. transmitted or transported in electronic format and input into the second. without a common format the data is meaningless. This is the standard that should be adopted for any new EDI application. The network in is 12 separate interchanges. see Interchanges between Customers and Suppliers. Business transactions are output from the sending computer system. with relative ease. To illustrate this. It is unlikely that each of these exchanges would have its own format but it is perfectly possible that each customer would have developed its own standards (giving each supplier three separate standards to cope with). The computer systems that exchange data need a common format.

159 ANNA UNIVERSITY CHENNAI . Now let’s see how the various standards evolve. this would require a change to the existing standard or the introduction of an additional standard. Most of the work on EDI standards has been concerned with the interchange of trade documentation and financial transactions but the principle applies to any interchange where the data can be systematized and codified. 2. National and Sectorial Standards Evolution of EDI Standards The first EDI standards evolved from the formats used for file transfer of data between computer applications. or attempts to provide. EDI standards are used for the interchange of information as diverse as weather station readings and school exam results. Comprehensive in its coverage of the data requirements for any given transaction. Independent of hardware and software. The data recipients set the standard and the customers conformed to it.E-COMMERCE TECHNOLOGY AND MANAGEMENT It is also possible that new exchanges added to the system will have requirements not envisaged when the data formats were originally agreed. EDI standards overcome these difficulties. The evolution of EDI standards can be seen as having three stages (although in practice it was and is somewhat more complex than that): 1. NOTES EDI Standards provide a common language for the interchange of standard transactions. a standard for data interchange that is:     Ready formulated and available for use. The first formats that might properly be called EDI were developed by organizations that had to process data from a large number of customer organizations. The EDI standard provides. The overall picture is one of unnecessary complexity and incompatibility. Independent of the special interest of any party in the trading network. The concept of EDI as an application independent interchange standard evolved and several industry sector and / or national standards bodies developed EDI standards to meet the needs of a specific user community.

The International EDI Standard As already outlined.all of this is potentially electronic and obviously a common format is very desirable. New venue for disposing of excess. as a universal standard for commercial EDI. The use of sector and national standards for this type of trade was satisfactory. Weirton steel Corp. .DBA 1727 NOTES 3.5.TO . international credit arrangements. To facilitate this cross sector and international development of EDI the EDIFACT standard has been. 160 ANNA UNIVERSITY CHENNAI . However. etc.) between organisations in differing countries. etc. This (sensibly) requires a common format for the exchange of the standard business forms (order.Business Actions Business – to-business auctions are growing very rapidly due to the following benefits they provide: Generating Revenue   New sales channel that supports existing online sales. International trade also requires a great deal of additional documentation for shipping. and returned products quickly and easily. EDI developed in closed user communities within trade sectors and / or national boundaries. The requirements of international and cross sector trade meant that the sector and national standards were becoming an impediment to the further development of electronic trading. as electronic trade developed to cover wider trading relationships there is a growing problem of trade between organisations using different EDI standards. obsolete. For example. doubled its customer base when it started auctions. invoice. EDIFACT was developed. In addition to the problem of cross sector trade there is a desire to use EDI for international trade. under the auspices of the United Nations (UN).7 Business . and is being. customs authorities. EDIFACT is the United Nations standard of Electronic Data 2. developed.

E-COMMERCE TECHNOLOGY AND MANAGEMENT Increasing Page Views  Auctions give “stickiness”. Auction users spend more time on a site and generate more page views than other users. Independent auctions. others by specialists.imx exchange.. 3. www.net) is a global non-profit membership organization that aims to meet the needs of companies doing EC.com. and telecommunications are sold at www. Private auctions by invitation only. www.commerce.com.auctionagate. CommerceNet established a forum for companies doing EC to meet and exchange their experiences.8 Business – TO – Business Services Many companies provide services that are intended to facilitate B2B. 2. (e. CommerceNet CommerceNet (www. access energy.com.autionblock. NOTES Acquiring and Retaining Members  All bidding transactions result in additional registered members.metalsite.net and www.g. while introducing the latest technology to them to facilitate their business. Here are some examples. Some of these services are provided by intermediaries. The Dutch flower market is another example.com. There are three major types of B2B auctions according to Forrester Research: 1. for selling obsolete computer equipment to its regular business customers.fastparts. Typical intermediaries are www. Ingram Micro has its own site. 161 ANNA UNIVERSITY CHENNAI . It targets promoting and supporting emerging communities of EC. For example.fairmarket.com. Several companies by pass the intermediaries and auction their products by themselves.com). and www. 2.band – x. www. In this case many buyers and sellers come together to a third – party Web site. utilities.5. Commodity auctions. In this case companies use a third – party auctioneer to create the site and sell the goods.

openbuy. no specific product information is stored in its database. and General Electric Information Systems. It is basically for – fee database. which can be buyer or supplier companies. These developments should impact retailing as much as the advent of strip malls.org) is a non-profit organization dedicated to developing open standards for B2B Internet commerce. ConnectUS ConnectUS is an online service designed for use by companies paying with corporate purchasing cards. The service may cut up to 90 percent of the transaction cost for the average ($150) purchase. allowing companies to search for suppliers anywhere in the world. Summary 1. Open Buying on the Internet The Open Buying on the Internet (OBI) Consortium (www. financial institutions.thomasregister. technology providers.com and www. is open to buying and selling organizations. ConnectUS also aids companies in overcoming the shortfalls of purchasing card programs. an independent collaborative managed by CommerceNet. not dealing with any of the individual transactions. catalogue retailing. In fact. 162 ANNA UNIVERSITY CHENNAI . ConnectUS provides all the necessary information that supports card purchasing and facilities trades done EDI.DBA 1727 NOTES It does contain information about members. school. CommerceNet also certifies Internet-enabled EDI products. CommerceNet mainly acts as a services provider.geis. car. However.com systems. a hotel. EC and Retailing: Retailing is expected to change with the rapid development of new online sales and distribution channels that literally can be used from anywhere. which are difficult to audit. and other interested parties on an annual fee basis. anytime-from work. or airplane. Membership in the consortium. and TVbased home shopping. sometimes resulting in vendor overpayment. operated by Thomas Publishing Co. The service is now as part of www.

loans. EC and On-line publishing: The Web may have blossomed because of peer-topeer publishing. Specialized services such as auctions EC in Banking: The role of electronic commerce in banking is multifaceted impacted by changes in technology. products. etc We organize e-services into the following categories. real estate. broker services. rapid deregulation of many parts of finance. but judging from recent product offerings. namely Web-enabling services. 7. travel.E-COMMERCE TECHNOLOGY AND MANAGEMENT 2. Up-to-date Status and Alerts. the emergence of new banking institutions. E-Services: The delivery of services via the internet to consumers or other businesses can be referred to by the generic term of e-services. computer games. 6. 5. and services that satisfy the goals of both parties. there is an enormous groundswell of interest among both commercial and corporate publishers in the Web. Convenience. Entertainment services. Global Reach. consultancy advice. and on-line delivery of media content such as videos. There are several models for e-retailing and these include Specialized e-store Generalized e-store E-mall Direct selling by the manufacturer Supplementary distribution channel E-broker E-services Internet Marketing: Internet marketing is the process of building and maintaining customer relation-ships through online activities to facilitate the exchange of ideas. Accuracy. 163 ANNA UNIVERSITY CHENNAI . on-line publishing. jobs and career sites. Matchmaking services. Speed. stock trading. NOTES 3. E-commerce Sales strategy: There are several major advantages to developing an e-commerce sales strategy: Efficiency. There is a wide range of eservices currently offered through the internet and these include banking. Low Cost Entry. 4. insurance. education. and basic economic restructuring.

14. 15. 4. 11. 6. 16.DBA 1727 NOTES 8. 7. 3. 2. 5. which can extend from the supplier of raw materials to the final consumer. 13. Business for business dominates the total value of ecommerce activity. 10. What is E-Marketplace in a B2B EC? Discuss B2B auctions and B2B services 164 ANNA UNIVERSITY CHENNAI . Questions for review 1. How do you differentiate between traditional and E retailing? What are the benefits of E retailing for a customer? What are the benefits of E retailing for a business? Describe the several models of E-retailing? What is Internet Marketing? What are the E-Business issues? What is CRM? What are the critical success factors for internet marketing executives/? Discuss about the wide variety of E-Services? How do you find E-education to be better than the traditional one? What are the advantages of E-banking? What is On-line banking? Discuss the management issues in On-Line banking? Discuss about on-line publishing and its strategies What is B2B EC? List the characteristics of B2B EC. accounting for about 80 per cent at present. 8. B2B EC: In business-to-business electronic commerce businesses use the Internet to integrate the value. 9. 12.added chain.

sound.E-COMMERCE TECHNOLOGY AND MANAGEMENT UNIT III NOTES E-COMMERCE INFRASTRUCTURE 3. along with various others including e-mail. They make it physically possible for you to send and access data from the Internet. . online chat. fiber-optic cables. file sharing. America Online. etc.1 INTERNET 3. linked by copper wires. which together carry various information and services. Earthlink. linked by hyperlinks and URLs. The Internet is a collection of interconnected computer networks. The Internet and the World Wide Web are not synonymous. are examples of Internet service providers. It supports:  Multimedia Information (text. They allow you to send and receive data to and from their computers or routers which are connected to the Internet. academic. pictures. file transfer. 165 ANNA UNIVERSITY CHENNAI . publicly accessible series of interconnected computer networks that transmit data by packet switching using the standard Internet Protocol (IP). business. online gaming and others described below. ). and the interlinked web pages and other resources of the World Wide Web (WWW). World Wide Web is an example of an information protocol/service that can be used to send and receive information over the Internet. . In contrast. It is a “network of networks” that consists of millions of smaller domestic. etc. movies. and government networks.1 What is the Internet? The Internet is a worldwide. The World Wide Web is one of the services accessible via the Internet. wireless connections. the Web is a collection of interconnected documents and other resources.1. such as electronic mail. programs . Comcast.

from the Internet for free. Many new computers have built-in modems. Second. Examples are: Netscape. You also can download another popular browser.2 Internet Structure The Internet is an international network of computers connected by wires such as telephone lines. The client software for World Wide Web is called a Web browser. each of these people has an e-mail address. Examples are Apache and IIS.1. The first part of the address (. or e-mail.edu). which usually looks so mething like this: mark. Netscape Navigator. Safari. such as America Online or Carolina Online. Many new computers also come with a browser. You have access to the Internet when you work in one of this university’s computer labs. You also may have access at home or in your residence hall. just like Lotus 123 and Excel are both spreadsheet software packages. many companies post pictures and descriptions on World 166 ANNA UNIVERSITY CHENNAI . These examples are particular “brands” of software that have a similar function. government offices.DBA 1727 NOTES   Hypertext Information (information that contains links to other information resources) Graphic User Interface (so users can point and click to request information instead of typing in text commands). which people at separate locations can use to send messages to one another. or ISP. usually Internet Explorer.  One popular component of the Internet is electronic mail.canada) specifies the individual user.canada@uncp. a piece of software that allows you to view information on the Internet. and the rest of the address refers to the server (uncp. For example.edu. which is a computer that can store a lot of information. and Mozilla. you can obtain access once you have three things. and many homes use the Internet to communicate with one another. In general. The server software for the World Wide Web is called an HTTP server (or informally a Web server). you need a browser. 3. In addition to allowing people to send e-mail messages to one another. a device that allows you to connect your computer with the Internet. Schools.mark. you need a computer and a modem. First. Finally. businesses. If not. you need to subscribe to an Internet Service Provider. the Internet also allows organizations and individuals to post information about themselves so that others can see it. Firefox. Internet Explorer.

you would put a name on it and send it to the librarians. NOTES 167 ANNA UNIVERSITY CHENNAI . you give it a filename (name) and publish it on the server (send it to the library). you would need to obtain permission from the librarians. the name of your folder.3 The Internet and its Characteristics The Internet by the late 1990s has evolved into a complex environment. The Internet is a dynamic and mercurial system endowed with a number of traits. (iv) research (i. entertainment). data finding).  In fact.  The World Wide Web works the same way. The company (librarian) then assigns you a directory (folder) where it will store your Web pages (articles).E-COMMERCE TECHNOLOGY AND MANAGEMENT Wide Web sites. (ii) interpersonal communication. form-filling.  When they supplied this information. remote work. or URL. When people wanted to read one of these articles. name of your directory (name of your folder). 3. and the name of the specific article they want to read. These are: 1. and the filename of the particular Web page (name of article). (v) remote data access and downloading. the librarian would give them the article they want. (iii) data storage. To understand how this process works.e. When people want to read your Web page (article). imagine that you wanted to store some articles you have written at a library so that people could come and read them. They may run on various operating systems and utilise a great variety of communication links. Technological neutrality.1.  The URL consists of the domain name of the server (address of the library). who would then place it in your folder.g. First you need to identify an Internet company (librarian) and ask permission to save Web pages (articles) on its server (library). First. Whenever you finished a new article. who would assign you a folder where they would store your articles. e-commerce. sometimes called a Uniform Resource Locator. As you create each Web page (article). The Internet joins together computers of various sizes and architectures. Originally a military communication’s network it is now routinely used for five types of operations: (i) long-distance transactions (e. they would need to know the address of the library. you can set up your own World Wide Web site by reserving space on a server. they need your Web address.

Internet culture owes Unix a major debt in the four areas. This means that Internet-enabled tools are deployed in ever growing numbers in an ever widening range of environments 3. The Internet is not a one-off development.4 The Internet Tools and their Characteristics The evolution of the Internet is punctuated by the introduction and mass acceptance of such key resources and tools as Unix. WAIS. Telnet. community fostering. Usenet newsgroups. Internet operations piggyback on already existing solutions. The robustness. Gopher. Ubiquity. It is a network which is geared to expansion and growth. The Internet makes new uses of old technologies (standalone computers. It is a system which scales up extremely well. growing. Robustness and reliability. polycentric. the multiplicity of routes followed by the packet-switched data. operating systems. Internet Relay Chat. telecommunication networks). Built-in piecemeal change and evolution. 4. It is its catalyst and cornerstone. and easy-to-upgrade off-the-shelf software and hardware. It is an energetic. to handle unexpected interruptions and interferences. Low cost. modularisation and low cost of the system is coupled with the growing densities of dedicated computer lines. configurable. File Transfer Protocol. as well as wired and wireless phone networks. and self-refining system. All basic technical features of the Net such as the TCP/IP (transfer control protocol/internet protocol) (Kessler and Shepard 1997). Java language UNIX The foundations of an operating system called Unix were laid at AT&T Bell Laboratories in 1969. and more recently by the Altavista search engine. 168 ANNA UNIVERSITY CHENNAI . openness and extensibility. Listserv Mailing List Software.1. Let’s briefly look at each of these debts. and public access to the source code. complex. 5. to advise users of encountered difficulties and to recover gracefully from any disasters and down-times. Email. Whenever possible. WWW. They rely on modularised. and the sturdiness of related software are designed to eliminate errors. easy-to-replace. Unix is not a product of Internet culture. network backbones. 3.DBA 1727 NOTES 2. These conceptual and procedural debts are: multitasking.

Within this framework messages were now able to chase their individual recipients anywhere in the world. Later. It was to be used by people who did not have ready access to the TCP/IP protocol and yet wanted to discuss their various Unix tools. with the use of multi-recipient mailing lists electronic mail could be used for simple multicasting of messages in the form of one-to-many transmissions. It was only in 1987 that the NNTP (Network News Transfer Protocol) was established in order to enable Usenet to be carried on the Internet (i. In most general terms it means that several users could simultaneously operate within a single environment and that the system as a whole coped well with this complicated situation. This simple function was subsequently augmented by email’s ability to handle various attachments. simple and global communication between people. Unix was the first operating system which demonstrated in practical terms robustness and tolerance for the variety of it’s users simultaneous activities. The initial format of email communication was that of a one-to-one exchange of electronic messages. the wide-area array of sites collating and swapping UUCP-based messages was pioneered in 1979.e. NOTES 169 ANNA UNIVERSITY CHENNAI .E-COMMERCE TECHNOLOGY AND MANAGEMENT Unix was one of the first operating systems which embodied the principle of multitasking (time-sharing). numbers and graphic files. Usenet Newsgroups Usenet (Unix Users Network). such as documents with complex formatting. Usenet was originally conceived as a surrogate for the Internet (then called ARPANET). This revolutionary client/server software implied for the first time that individuals (both as persons and roles) could have their unique electronic addresses. Email Email is the first of the Internet’s tools dedicated to the provision of fast. TCP/IP) networks (Laursen 1997).

electronic mail read and dispatched. This was accomplished through the Archie database (Deutsch et al. nevertheless integrated a motley collection of online resources into a single. distributed information system. cohesive. the FTP software would not let them wander across other parts of the host. copy relevant files. Usenet flame wars indulged in.all at a distance. 1995) and its many mirrors.DBA 1727 NOTES Telnet The networking tool called Telnet was invented in 1980 (Postel 1980). image files). results of all these and other operations could be remotely directed to a printer or via FTP to another networked computer. It allowed people (with adequate access rights) to login remotely into any networked computer in the world and to employ the usual gamut of computer commands. Firstly. limited public access) techniques as a way of coping with the mounting general requests for access to the archived information. Archie used an automated process which periodically scanned the entire contents of all known “anonymous FTP” sites and report findings back to its central database. the rapid proliferation in the number of public access FTP archives all over the world necessitated techniques for keeping an authoritative. nor did the visitors have the right to change any component part of the accessed electronic archive. File Transfer Protocol The FTP client/server technology was first introduced in 1985 (Barnes 1997). However. that is. renamed and deleted. That novel technique placed electronic visitors in a strictly circumscribed work environment. Telnet gave us the ability to engage in long distance man-machine transactions.e. albeit encumbered by the need to give explicit instructions as to which of the FTP systems need to be monitored. Its usefulness to Internet culture is three-fold. programs. This approach. Secondly. FTP archives promoted the use of anonymous login (i. 170 ANNA UNIVERSITY CHENNAI . Thirdly. as well as deposit (within the context of a dedicated area) new digital material. Moreover. up-to-date catalogue of their contents. text files.g. Thereby files and directories could be established. In short. the FTP was a first widely-accepted tool for systematic permanent storage and world-wide transmission of substantial electronic information (e. There they could browse through data subdirectories. ability to do the work as telecommuters. and statistical packages run against numeric data .

Liu. 1994). standalone scale in 1986 in the Macintosh software called Hypercard (Goodman 1987).1. including in the 1945 by Vannevar Bush of the Memex fame. Firstly. The hypertext notions of a home page and links spanning the entire body of data was first successfully employed on a small. Gopher was the first ever tool capable of the creation and mapping of a rich. such as Telnet. et al. it acted as a predictable. of a 19th century scholarly monograph. or John Harris’ Lexicon Technicum which was published in 1704 (PWN 1964). large-scale. Gilster 1997:267). The WWW server is an invention which has redefined the way the Internet is visualized by its users. The hypertext principle as employed by the WWW server meant that any part of any text (and subsequently. It was a ground-breaking development on two accounts. and infinitely extendable information space.E-COMMERCE TECHNOLOGY AND MANAGEMENT 3. Secondly. 171 NOTES ANNA UNIVERSITY CHENNAI . Berners-Lee 1998). BernersLee. was the first hypertext technology applied to distributed online information. the WWW server introduced to the Internet the powerful point-and-click hypertext capabilities. appendices and references. and again in the 1965 by Theodor Nelson who embarked on the never-completed Project Xanadu (Nielsen 1995. FTP and WAIS. such as footnotes. It is also evident in the apparatus. It is already implicitly present (albeit in an imperfect because a paperbased form) in the first alphabetically ordered dictionaries such as Grand dictionnaire historique. commentaries. nd. The WWW however. Hypertext itself is not an new idea. unified environment for handling an array of other electronic tools.5 Web based Client/Server Gopher Gopher client/server software was used for the first time in 1991 (La Tour nd. C. This invention was previously theoretically anticipated by a number of writers. compiled in 1674 by Louis Moreriego. World Wide Web Server The first prototype of the WWW server was built in 1991 (Cailliau 1995. Firstly. In short. Gopher acted as electronic glue which seamlessly linked together archipelagos of information tracked by and referenced by other gopher systems. image) document could act as a portal leading directly to any other nominated segment of any other document anywhere in the world.

Listservs FTP. Telnet-based client software). These are: (a) an ability to handle multi-format. the revolutionary strengths of the Web have not been immediately obvious to the most of the Internet community. Usenet. (b) as a tool for shaping the size. text. World Wide Web Browsers The principle of a client/server division of labour was put to work yet again in the form of a series of WWW browsers such as Mosaic (built in 1993). blindingly fast and infinitely complex cyberspace. Viola. or multimedia (numbers. have laid foundations for today’s global. images. Lynx (which is an ASCII. as well as. (c) as a tool for building the internal (i. several editions of Netscape and Explorer Each of the Web browsers. like gopher before it. or . not WAIS). provided Internauts with series of novel capabilities. animations. sound) data within the framework of a single online document.with the same ease . or anywhere on one’s computer. within the same document) and external (to a different document residing on the same or totally different server) hypertext connections. the World Wide Web.e. URLs and the markup language. appearance and layout of lines of text on the page.DBA 1727 NOTES Secondly. and Gopher (but. Thirdly. but also the whole body of online information which could accessed by all those tools. since 1994. effective and extendable language for document markup. This situation has changed only with the introduction of PC-based Web browsers with user-friendly. Moreover. However. Common and simple addressing methodology (Universal Resource Locater [URL] scheme) enabled users to uniquely identify AND access any piece of networked information anywhere in the document. which constitutes a deliberately simplified and thus very fast software. Cello. surprisingly. the WWW server introduced an explicit address for subsets of information.anywhere in the world. except for Lynx. The HTML language could be used in three different yet complementary ways: (a) as a tool for establishing the logical structure of a document. (b) the 172 ANNA UNIVERSITY CHENNAI . the WWW provided a common. The interlocking features of the hypertext. IRC. Erwise. graphics-interfaces. Telnet. who initially regarded the WWW as a mere (and possibly clumsy) variant of the then popular Gopher technology. simple. was also a powerful electronic glue which smoothly integrated not only most of the existing Internet tools (Email. video.

1. We distinguish two categories of application layer protocols: user protocols that provide service directly to users. The Application Layer in the Internet protocol suite also includes some of the function relegated to the Session Layer in the OSI Reference Model. A host typically must implement at least one protocol from each layer.of the OSI Reference Model [ARCH:8]. save and display the full HTML source code for any and all of the published web documents. The application layer of the Internet suite essentially combines the functions of the top two layers . The most common Internet user protocols are: 173 ANNA UNIVERSITY CHENNAI . (c) the ability to use the browser as a WYSIWYG (“what you see is what you get”) tool for crafting and proofreading of the locally created HTML pages on a user’s PC.E-COMMERCE TECHNOLOGY AND MANAGEMENT ability to configure and modify the appearance of received information in a manner which best suits the preferences of the reader. a host must implement the layered set of protocols comprising the Internet protocol suite. and support protocols that provide common system functions. The protocol layers used in the Internet architecture are as follows Application Layer The Application Layer is the top layer of the Internet protocol suite. (d) ability to acquire. 3.Presentation and Application . although some application layer protocols do contain some internal sub-layering. The Internet suite does not further subdivide the Application Layer.6 Elements of Internet Architecture     Protocol Layering Networks Routers Addressing Architecture NOTES Protocol Layering To communicate using the Internet system.

Transport Layer The Transport Layer provides end-to-end communication services. BOOTP. The IP protocol includes provision for addressing. and a variety of routing protocols. Support protocols. 174 ANNA UNIVERSITY CHENNAI . The layers above IP are responsible for reliable delivery service when it is required. Other transport protocols have been developed by the research community. type-of-service specification.DBA 1727 NOTES    Telnet (remote login) FTP (file transfer) SMTP (electronic mail delivery) There are a number of other standardized user protocols and many private user protocols. IP datagrams may arrive at the destination host damaged. There are two primary Transport Layer protocols at present:   Transmission Control Protocol (TCP) User Datagram Protocol (UDP) TCP is a reliable connection-oriented transport service that provides end-to-end reliability. This layer is roughly equivalent to the Transport Layer in the OSI Reference Model. or not at all. booting. out of order. and the set of official Internet transport protocols may be expanded in the future. fragmentation and reassembly. duplicated. except that it also incorporates some of OSI’s Session Layer establishment and destruction functions. UDP is a connectionless (datagram) transport service. IP is a connectionless or datagram internetwork service. TFTP. used for host name mapping. providing no end-to-end delivery guarantees. and security. resequencing. and management include SNMP. the Domain Name System (DNS) protocol. Internet Layer All Internet transport protocols use the Internet Protocol (IP) to carry data from source host to destination host. and flow control.

The Internet Group Management Protocol (IGMP) is an Internet layer protocol used for establishing dynamic host groups for IP multicasting. but it is not the same as the Network Layer in the OSI Reference Model. This layer contains everything below the Internet Layer and above the Physical Layer (which is the media connectivity. NOTES 175 ANNA UNIVERSITY CHENNAI . Internet Link Layer standards usually address only address resolution and rules for transmitting IP packets over specific Link Layer protocols. congestion reporting. the Internet (intentionally) uses existing standards whenever possible. We call this a Link Layer protocol. Some older Internet documents refer to this layer as the Network Layer.it uses IP to carry its data end-to-end. although it is architecturally layered upon IP . ICMP provides error reporting. Its responsibility is the correct delivery of messages. Thus. which encodes and transports messages). and first-hop router redirection. normally electrical or optical. among which it does not differentiate. a host must implement the communication protocol used to interface to that network.E-COMMERCE TECHNOLOGY AND MANAGEMENT The datagram or connectionless nature of IP is a fundamental and characteristic feature of the Internet architecture. The Internet Control Message Protocol (ICMP) is a control protocol that is considered to be an integral part of IP. Link Layer To communicate on a directly connected network. Protocols in this Layer are generally outside the scope of Internet standardization.

. Many older Internet documents refer to routers as gateways. be lost or duplicated.DBA 1727 NOTES Networks The constituent networks of the Internet system are required to provide only packet (connectionless) transport. TCP). In networks providing connection-oriented service. as custom hardware development becomes cheaper and as higher throughput is required.  Routers In the Internet model. represented by IP subnets or unnumbered point to point lines . Thus. A router connects to two or more logical interfaces. For reasonable performance of the protocols that use IP (e. constituent networks are connected together by IP datagram forwarders which are called routers or IP routers. the extra reliability provided by virtual circuits enhances the end-end robustness of the system. a single building or plant site) and provide high bandwidth with low delays. This specification applies to routers regardless of how they are implemented. LANs normally cover a small geographical area (e.g. However. Historically. it has at least one physical interface. but is not necessary for Internet operation. and/or contain errors. According to the IP service specification. routers have been realized with packet-switching software executing on a general-purpose CPU. These networks may have a complex internal structure of lines and packetswitches. LANs may be passive (similar to Ethernet) or they may be active (such as ATM). datagrams can be delivered out of order. or they may be as simple as point-to-point lines. In this document. every use of the term router is equivalent to IP router. also called long-haul networks. Forwarding an IP datagram generally requires the router to choose the address and relevant interface of 176 ANNA UNIVERSITY CHENNAI . Wide-Area Networks (WANs) Geographically dispersed hosts and LANs are interconnected by wide-area networks. the loss rate of the network should be very low.g.. special purpose hardware is becoming increasingly common. Constituent networks may generally be divided into two classes:  Local-Area Networks (LANs) LANs may have a variety of designs.

The term “router” derives from the process of building this route database. as discussed above. the e-mail of other employees not addressed to them. and occasionally accessing. such devices are usually called bridges. 3. but. Network segments that are connected by bridges share the same IP network prefix forming a single IP subnet. Packet switching devices may also operate at the Link Layer. Routers provide datagram transport only. This choice. Purely internal or intranet mail systems. Internet e-mail may travel and be stored unencrypted on many other networks and machines out of both the sender’s and the recipient’s control. the two terms are not synonymous. A router normally accomplishes this by participating in distributed routing and reachability algorithms with other routers.7 Common uses of the Internet E-mail The concept of sending electronic text messages between parties in a way analogous to mailing letters or memos predates the creation of the Internet.E-COMMERCE TECHNOLOGY AND MANAGEMENT the next-hop router or (for the final hop) the destination host. These other devices are outside the scope of this document. although in any organization there will be IT and other personnel whose job may involve monitoring. are much more secure.1. The routing database should be maintained dynamically to reflect the current topology of the Internet system. where the information never leaves the corporate or organization’s network. routing protocols and configuration interact in a process called routing. if anyone considers it important enough. and they seek to minimize the state information necessary to sustain this service in the interest of routing flexibility and robustness. 177 NOTES ANNA UNIVERSITY CHENNAI . The route database is also called a routing table or forwarding table. Even today it can be important to distinguish between Internet and internal e-mail systems. The World Wide Web Many people use the terms Internet and World Wide Web (or just the Web) interchangeably. called relaying or forwarding depends upon a route database within the router. During this time it is quite possible for the content to be read and even tampered with by third parties.

office applications and scientific demonstrations. Many individuals and some companies and groups use “web logs” or blogs. diverse and up-to-date information is still a difficult and expensive proposition. of these resources to deliver them as required using HTTP (Hypertext Transfer Protocol). Web documents may contain almost any combination of computer data including photographs. and cached copies.DBA 1727 NOTES The World Wide Web is a huge set of interlinked documents. Through keyword-driven Internet research using search engines like Yahoo! and Google. Compared to encyclopedias and traditional libraries. than ever before for individuals and organizations to publish ideas and information to an extremely large audience. using the Web. instant access to a vast and diverse amount of online information. such as Internet Explorer and Firefox. Whereas operations such as Angelfire 178 ANNA UNIVERSITY CHENNAI . Some commercial organizations encourage staff to fill them with advice on their areas of specialization in the hope that visitors will be impressed by the expert knowledge and free information. One example of this practice is Microsoft. Software products that can access the resources of the Web are correctly termed user agents. and be attracted to the corporation as a result. Anyone can find ways to publish a web page or build a website for very little initial cost. however. Publishing and maintaining large. and have become increasingly sophisticated. millions of people worldwide have easy. video. whose product developers publish their personal blogs in order to pique the public’s interest in their work. HTTP is only one of the communication protocols used on the Internet. Web services also use HTTP to allow software systems to communicate in order to share and exchange business logic and data. It is also easier. text. Collections of personal web pages published by large service providers remain popular. professional websites full of attractive. These hyperlinks and URLs allow the web servers and other machines that store originals. sounds. In normal use. multimedia and interactive content including games. graphics. the World Wide Web has enabled a sudden and extreme decentralization of information and data. linked by hyperlinks and URLs. access web pages and allow users to navigate from one to another via hyperlinks. images and other resources. web browsers. which are largely used as easily updatable online diaries.

These accounts could have been created by home-working bookkeepers. Advertising on popular web pages can be lucrative. wherever they may be across the world. perhaps on the other side of the world on a business trip or a holiday. but the cost of private leased lines would have made many of them infeasible in practice. for example. approval and security systems built into the process of taking newly entered content and making it available to the target visitors. members of a club or other organization or members of the public. who may be paid staff. In the early days. 179 NOTES ANNA UNIVERSITY CHENNAI . newer offerings from. initially. depending on the requirements. on a server situated in a third country that is remotely maintained by IT specialists in a fourth. and e-commerce or the sale of products and services directly via the Web continues to grow. authentication and encryption technologies. while away from the office. including e-mail and other applications. These operations often brand themselves as social network services rather than simply as web page hosts. They may do this with or without the use of security. Contributors to these systems. can open a remote desktop session into his normal office PC using a secure Virtual Private Network (VPN) connection via the Internet. fill underlying databases with content using editing pages designed for that purpose. based on information e-mailed to them from offices all over the world. while casual visitors view and read this content in its final HTML form. in other remote locations. very little content. Some of these things were possible before the widespread use of the Internet. An accountant sitting at home can audit the books of a company based in another country. collaboration and information sharing in many industries. This is encouraging new ways of working from home. An office worker away from his desk. There may or may not be editorial. This gives the worker complete access to all of his or her normal files and data. Remote access The Internet allows computer users to connect to other computers and information stores easily. web pages were usually created as sets of complete and isolated HTML text files stored on a web server. More recently. Facebook and MySpace currently have large followings.E-COMMERCE TECHNOLOGY AND MANAGEMENT and GeoCities have existed since the early days of the Web. websites are more often created using content management system (CMS) or wiki software with.

or via instant messaging systems. which produced GNU and Linux from scratch and has taken over development of Mozilla and OpenOffice. even among niche interests. It can be put into a “shared location” or onto a file server for instant use by colleagues. allow colleagues to stay in touch in a very convenient way when working at their computers during the day. An example of this is the free software movement in software development. Collaboration The low cost and nearly instantaneous sharing of ideas. colleagues and friends as an attachment. knowledge. but also provides security for the workers.DBA 1727 NOTES This concept is also referred to by some network security people as the Virtual Private Nightmare. this has been the source of some notable security breaches. and skills has made collaborative work dramatically easier. Not only can a group cheaply communicate and test. while being virtually ignored in the mainstream media. The load of bulk downloads to many users can be eased by the use of “mirror” servers or peer-to-peer networks. Messages can be sent and viewed even more quickly and conveniently than via e-mail. Loose Change and Endgame have had extensive coverage on the Internet. File sharing A computer file can be e-mailed to customers. It can be uploaded to a website or FTP server for easy download by others. because it extends the secure perimeter of a corporate network into its employees’ homes. Internet “chat”. 180 ANNA UNIVERSITY CHENNAI .org (formerly known as Netscape Communicator and StarOffice). Extension to these systems may allow files to be exchanged. Version control systems allow collaborating teams to work on shared sets of documents without either accidentally overwriting each other’s work or having members wait until they get “sent” documents to be able to add their thoughts and changes. Films such as Zeitgeist. but the wide reach of the Internet allows such groups to easily form in the first place. “whiteboard” drawings to be shared as well as voice and video contact between team members. whether in the form of IRC “chat rooms” or channels.

software development. These techniques using simple equipment allow anybody. over a worldwide basis. where—usually audio—material is first downloaded in full and then may be played back on a computer or shifted to a digital audio player to be listened to on the move. and money may change hands before or after access to the file is given. from pornography to highly specialized. This includes all manner of print publications. sale. the transit of the file over the Internet may be obscured by encryption. video. graphics and the other arts. can be used to access on-line media in much the same way as was previously possible only with a television or radio receiver. to broadcast audio-visual material on a worldwide basis.E-COMMERCE TECHNOLOGY AND MANAGEMENT In any of these cases. music. conference planning. for example. Such collaboration occurs in a wide variety of areas including scientific research. the BBC). They may also allow time-shift viewing or listening such as Preview. with little censorship or licensing control. photography. are changing the basis for the production. software products. Classic Clips and Listen Again features. technical web casts. the picture is usually either small or NOTES 181 ANNA UNIVERSITY CHENNAI . and distribution of anything that can be reduced to a computer file for transmission. Internet collaboration technology enables business and project teams to share documents. news. calendars and other information. such as a computer or something more specific. The price can be paid by the remote charging of funds from. While some webcams can give full-frame-rate video. Pod casting is a variation on this theme. These simple features of the Internet. Streaming media Many existing radio and television broadcasters provide Internet “feeds” of their live audio and video streams (for example. The range of material is much wider. The origin and authenticity of the file received may be checked by digital signatures or by MD5 or other message digests. political activism and creative writing. film. a credit card whose details are also passed— hopefully fully encrypted—across the Internet. access to the file may be controlled by user authentication. This means that an Internet-connected device. This in turn has caused seismic shifts in each of the existing industries that previously controlled the production and distribution of these products. These providers have been joined by a range of pure Internet “broadcasters” who never had on-air licenses. Webcams can be seen as an even lower-budget extension of this phenomenon.

Internet users can watch animals around an African waterhole. VoIP is maturing into a viable alternative to traditional telephones.000 videos on YouTube. Thus. Users are able to watch videos without signing up. Traditional phones are line-powered and operate during a power failure. live and in real time. inexpensive VoIP modems are now available that eliminate the need for a PC. In recent years many VoIP systems have become as easy to use and as convenient as a normal telephone. Remaining problems for VoIP include emergency telephone number dialling and reliability.000 new videos are uploaded every day. video conferencing. 182 ANNA UNIVERSITY CHENNAI . It is currently estimated that there are 64. VoIP can be free or cost much less than a normal telephone call. as the Internet carries the actual voice traffic. 2005. You Tube.000. and it is also currently estimated that 825. ships in the Panama Canal. sometimes described as an Internet phenomenon because of the vast amount of users and how rapidly the site’s popularity has grown. This phenomenon began as an optional two-way voice extension to some of the instant messaging systems that took off around the year 2000. Interoperability between different providers has improved and the ability to call or receive a call from a traditional telephone is available. Voice telephony (VoIP) VoIP stands for Voice over IP. however.DBA 1727 NOTES updates slowly. Voice quality can still vary from call to call but is often equal to and can even exceed that of traditional calls. but it is not universally available. VoIP does not do so without a backup power source for the electronics. Video chat rooms. especially over long distances and especially for those with always-on Internet connections such as cable or ADSL. a few VoIP providers provide an emergency service. the traffic at a local roundabout or their own premises. if users do sign up they are able to upload an unlimited amount of videos and they are given their own personal profile. It uses a flash-based web player which streams video files in the format FLV. with and without two-way sound. was founded on February 15. The benefit is that. It is now the leading website for free streaming video. where IP refers to the Internet Protocol that underlies all Internet communication. Currently. Simple. and remote controllable webcams are also popular. Many uses can be found for personal webcams in and around the home.

These services may be free to all. High-end mobile phones such as smartphones generally come with Internet access through the phone network. where would-be users need to bring their own wireless-enabled devices such as a laptop or PDA. The PlayStation 3 and Xbox 360 also offer VoIP chat features. Wi-Fi. there have been experiments with proprietary mobile wireless networks like Ricochet. as a form of communication between players. San Francisco. landline broadband (over coaxial cable. free to customers only. satellite and 3G technology cell phones. Various terms are used. Public places to use the Internet include libraries and Internet cafes. Web browsers such as Opera are available on these advanced 183 NOTES ANNA UNIVERSITY CHENNAI . though these are usually fee-based. Many hotels now also have public terminals. Toronto. Popular gaming VoIP clients include Ventrilo and Teamspeak. online payment etc. These terminals are widely accessed for various usage like ticket booking. A whole campus or park. Wi-Fi provides wireless access to computer networks. Philadelphia. and there are others available also. and fixed wireless services. but the direction in VoIP is clearly toward global coverage with unlimited minutes for a low monthly fee. Apart from Wi-Fi. various high-speed data services over cellular phone networks. bank deposit. Internet access Common methods of home access include dial-up.E-COMMERCE TECHNOLOGY AND MANAGEMENT Most VoIP providers offer unlimited national calling. fiber optic or copper wires). and “Web payphone”. Hotspots providing such access include WiFi cafes. There are also Internet access points in many public places such as airport halls and coffee shops. VoIP has also become increasingly popular within the gaming world. such as “public Internet kiosk”. or fee-based. Grassroots efforts have led to wireless community networks. The Internet can then be accessed from such places as a park bench. Vienna. Commercial Wi-Fi services covering large city areas are in place in London. where computers with Internet connections are available. A hotspot need not be limited to a confined location. or even an entire city can be enabled. and therefore can do so to the Internet itself. “public access terminal”. in some cases just for brief use while standing. Chicago and Pittsburgh.

In turn. Examples of personalized marketing include online communities such as MySpace. 3. a person can order a CD online and receive it in the mail within a couple of days. also known as e-commerce. which online marketing companies can use as information as to what those users will purchase online. Friendster. which can also run a wide variety of other Internet software. or download it directly in some cases. The Internet has also greatly facilitated personalized marketing which allows a company to market a product to a specific person or a specific group of people more so than any other advertising medium. and advertise their own companies’ products to those users.8 Marketing The Internet has also become a large market for companies.DBA 1727 NOTES handsets. when they advertise themselves they advertise interests and hobbies.9 Online Internet Business Models The outward signs of a robust and thriving business are:      Revenue increases Ability to generate profits Success in creating meaningful alliances Success in expanding into new markets Differentiating itself from other business models 184 ANNA UNIVERSITY CHENNAI . More mobile phones have Internet access than PCs. The Internet has also subsequently revolutionized shopping—for example.1. Orkut. An Internet access provider and protocol matrix differentiates the methods used to get online. It is the fastest way to spread information to a vast number of people simultaneously. though this is not as widely used. 3. Facebook and others which thousands of Internet users join to advertise themselves and make friends online. Many of these users are young teens and adolescents ranging from 13 to 25 years old.1. some of the biggest companies today have grown by taking advantage of the efficient nature of low-cost advertising and commerce through the Internet.

E-COMMERCE TECHNOLOGY AND MANAGEMENT What are the key areas that a profitable web site needs to concentrate on?          Develop a unique e-business website Control the product line Introduce new products on a regular basis Ensure easy and reliable credit-card payment methods Provide customer-friendly policies On-time delivery Keep promises Develop a clever marketing strategy Be the best in your field NOTES Existing business models are of many kinds:       Advertising .com Oracle CISCO Amazon. They defy easy categorization by diversifying revenue streams and becoming hybrids in a cost-efficient way. Let’s take a look at some of the top e-businesses in the field today:        E-Bay HomeStore.banner and direct marketing Subscription sites Customer services Directory services Content providers Product sales Most successful companies pursue several related but different models concurrently.com DoubleClick.com YAHOO! 185 ANNA UNIVERSITY CHENNAI .

their business model can be elucidated thus:        Automation of traditional methods of selling unique items Reliability in mode of payments Customer friendly company Professional services in addition to just plain selling of goods Global reach Regional diversification Successful advertising 186 ANNA UNIVERSITY CHENNAI .7 million registered users today. where credit-card payment facilities are secure and easy. automobiles and even auto insurance. it has 29. This site also offers professional services for all kinds of business needs. Other companies like Yahoo! and Excite have been quick to catch on and incorporate auctions into their sites. It has transformed auctions that were limited to garage sales and flea markets into highly evolved emarketplaces. Apart from bidding.com. Priceline. A widespread global reach makes its easy for a buyer in Hong Kong to bid and buy a product from a seller in Paris while the regional sites in North America are able to offer hard-to-ship merchandise. Adopting an amazing and unique culture. the company projects a trustworthy and reliable image. a site that offers airline tickets on discount has begun experimenting quite successfully with this business model. where buyers and sellers of all items are allowed to post their comments online. certain high quality goods can be sold at prices fixed by the seller.DBA 1727 NOTES EBAY A company that has emerged unscathed from the recent dot-com bust with profits soaring to almost 400% and revenues doubling in the past one year. Person-to-person trading and a barter economy have established the company on a secure B2B and B2C platform. from antiques and jewelry to computers. To summarize. Selling just about anything.

COM Statistics have revealed that realty sites account for about 9. Homestore. remodeling. Is that all? No.com’s internet business model allows prospective buyers to review properties before buying. ORACLE This software and service provider entered the digitized world only in 1998. NOTES 187 ANNA UNIVERSITY CHENNAI .28 million customers in January 2001 and is listed among the Fortune top e-50. Homestore. have made them a one stop shop for e-businesses today.E-COMMERCE TECHNOLOGY AND MANAGEMENT HOMESTORE. employees and suppliers improved productivity and accuracy and brought down costs by 100’s of millions of dollars. home improvement tips. Useful advice when moving home and tips on resettling has ensured user satisfaction to the core. and buyer’s guides to homes and household items. and safety and security aspects. As a subscription site they picked a specific topic which a segment of the population would be passionate about and marketed their services through strategic advertising. It registered a growth of 252% at one stage. Innovative products and services and integration of these services have brought them into the forefront of web innovation today. Internet business models like the Biz Online Initiative that deliver simple and complete online services and a host of other tools that customers require in setting up an e-business model.com is a company that has dominated the real estate field with 3. Subscription sites that allow users access to a regularly updated online database of any kind for a fee are fast evolving into healthy and strong e-businesses. and metamorphosed into a digital pioneer in the span of two years.6% of all online visitors. Consulting services with major firms like Sun Professional Systems have established their reliability with customers. online loans. they also offer financial advice. Their main revenue came in from subscriptions (52%) and the remaining from advertising. Their built-in self-service system for customers.

an Internet data center that offers a range of web hosting services. the latest being its investments in an optical equipment company and speech recognition software makers. Their business model could be termed an acquisition one! AMAZON. This e-tailer cultivates relationships that lead to customers liking and trusting them. tracks their tastes and uses this information to create a unique customer experience. 188 ANNA UNIVERSITY CHENNAI . e-Bay and Merril Lynch. They have become the worldwide leaders in networking for the Internet today. a personal touch from another era. bandwidth on demand. This kind of service surpasses the most brilliant technology in use today.a user friendly web site that connects customers easily Fast online e-business services Expert consultancy service Another company using a similar business model is Exodus Communications. CISCO Cisco develops switches and routers for Local Area Networks (LAN) and Wireless Area Networks (WAN) and the related software. They are expanding from 19 data centers to 34 data centers this year. Their servers host leading web sites like Yahoo!.DBA 1727 NOTES Their business formula:      Innovative products and packages Integration of internal processes Exemplary customer service .COM The customer is King here! Amazon pampers their customers. The company has grown in the past 7 years with 71 acquisitions to its credit. 90% of their sales are conducted over the Internet. security monitoring. 35% of their revenue comes from a very successful e-business consulting firm whom they have partnered with (Sapient). They allow these firms to deliver content and applications online round the clock without fail. Amazon brought in the world of successful oneto-one marketing. They offer expertise in planning and executing Internet enabled solutions.

They help markets build brands. 189 NOTES ANNA UNIVERSITY CHENNAI .com and Barnes the Noble Ltd.com and www. automobiles. Pathfinder and The New York Times showed that:      appropriate placement of the ad on specific targeted sites. using odd-shaped attention grabbing banners. proving that any successful ebusiness strategy will survive provided it is based on a solid brick and mortar foundation.com. a customer tends to associate trust and comfort in a known and established brand.net conducts online research to evaluate and understand online campaigns and strategies. CompuServe.networldsolutions. Abacus is one of the largest databases of buyer behavior in about 90 million households in the United States itself.nasdaq. successful online advertising and special discounted offers made Amazon and books synonymous terms today. using a search component or a woman’s face in a banner ad. maximize revenue and build one-to-one relationships with their customers. they have suffered heavy losses. another famous online bookseller.net.palm.E-COMMERCE TECHNOLOGY AND MANAGEMENT Recently though. an advertising solutions company used personalized cartoon direct mail and achieved response rates as high as 100%. and hosting online chat are a sure fire way to get a response. Online ads possess tremendous communication powers. including trading links with other sites. www. entertainment.diameter. technology. Lycos. exemplary customer service. One of their divisions.Business.COM This Fortune e-50 company offers a collection of premium sites for custom adbuys and sponsorships in various fields . Another division. www. are run separately. Although barnesandnoble. Stu Heinecke Services. Banner ads placed on sites like CNN. www. Some of their clients include www. increase sales. travel and health. DOUBLECLICK. Their direct marketing strategies use customer data to refine marketing messages and increase investment returns.com. The web has proven to be an amazing vehicle for advertising and reaching millions without spending a dime on postage and printing. They offer agencies plans to manage online campaigns. Online advertising is international advertising that gets a 24X7 exposure for much lesser costs. a la Barnes and Noble.macromedia. To summarize.

As a result. it makes sense for entrepreneurs of all kinds to come up with ideas of generating income by marketing their products or services to these surfers. 1-800Flowers.DBA 1727 NOTES YAHOO! The “operating system” of the net and a site for evolving search engines. Also. But. a BPI (Buying Power Index) report reveals that more online buying and popularity of a site don’t go hand in hand. Other search engines like Altavista. all of Yahoo’s content is owned by other sites and only licensed for their use. video and audio. but they didn’t really check on what kind of ads worked online. Smart thinking. Reflect. banner ads. Online advertising was the main revenue for Yahoo!. clubs and auction stores has become the most popular directory in the web. Immediate success stopped them from evolving and developing other important aspects of e-business. There is no doubt that in the near future. online ads. trends revealed that online e-brokers offer the best economic models among consumer-centered Internet companies.com blended telephone and Internet technologies.a completely professional looking web site in all. The value of this successful business model lies in its unique and easy categorization of all pages and subjects . this year they have been forced to cut budgets and ads. brilliant business plans. Among the other successful dot-coms. 190 ANNA UNIVERSITY CHENNAI . an average person anywhere in the world will surf the Internet more often than he or she watches television or uses the telephone. a beauty customization site outlasted other higher profile e-tailers in the business. thus proving that the basic B2C business model is valid. As a result. Instead of spending on physical infrastructure they concentrated in increasing the volume of transactions. Excite and Juno seem to have raked in more profits recently. free news and information services. great and innovative promotional ideas are an integral part of any e-success. showing that generalized media doesn’t work compared to specialized media. Competition in cyberspace may become even fiercer in the future and therefore the right business plan is what will eventually ensure long-term success. sports and news.com.

1What is an Intranet? The Internet has captured world attention in recent years.E-COMMERCE TECHNOLOGY AND MANAGEMENT 3. The Intranet environment is completely owned by the enterprise and is generally not accessible from the Internet at large. An Intranet is a company-specific network that uses software programs based on the Internet TCP/IP protocol and common Internet user interfaces such as the web browser.2 TCP/IP protocol suite The TCP/IP protocol suite includes the Transport Control Protocol. Simply put. growth of internal networks based on Internet technologies known as the Intranet is outpacing the growth of the global Internet itself. The protocol suite manages all the information that moves 191 ANNA UNIVERSITY CHENNAI . an Intranet is the application of Internet technologies within an organization private LAN or WAN network.2 INTRANET 3.2. the Internet Protocol and other protocols. 3. Today. NOTES An Intranet is a company-wide network that is based on Internet technologies.2. In reality. many Intranets are built around Web servers delivering HTML pages.

2. The Intranet enables companies to unify communication within a multi-platform environment. 3. Table 3.a summaries the common TCP/IP protocols.2. These protocols work together to transfer information across the network. Commonly used TCP/IP protocols TCP/IP exists as an open standard.2. It can manage almost all the network tasks on the Intranet and Internet and is also the only protocol required to ensure that the computer systems and communications and networking software are interoperable. companies can mix and match platforms as needed with no adverse effect on the overall environment. universal browsers such as Netscape Navigator and Microsoft Internet Explorer enable the users to perform the following tasks independent of the platforms used: 192 ANNA UNIVERSITY CHENNAI . The capability to exchange information across platforms is crucial. anyone can use and develop new applications on top of TCP/IP.3 The benefits of Intranets Cross-platform Many corporate computing environments use different computing platforms. Within an Intranet. Hence.DBA 1727 NOTES across the Intranet and Internet and each protocol transferring data across the network uses a different format.

Information can move much more quickly and effectively by removing the need for human intervention. participate in discussions and news groups interact with multimedia presentation gain access to the Internet NOTES Breaking down the barriers Intranets dissolve the barriers of communication that are created by department walls. Instead. 193 ANNA UNIVERSITY CHENNAI . an employee can make a request for taking leave on an Intranet. customers and vendors are able to access information stored in multiple locations simultaneously. Immediate delivery Information delivered using an Intranet becomes available almost instantaneously throughout the entire organization. Intranets create global accessibility by bringing together individuals and resources from a distributed environment.E-COMMERCE TECHNOLOGY AND MANAGEMENT 1 2 3 4 create. Reducing distribution cost By combining computing and communication in the same system. Intranets reduce distribution costs by eliminating the traditional paper-based internal corporate communication media. Most companies have found that hundreds of paper-based applications can be eliminated using Intranets. With HTML form-support. For example. view and revise documents. Putting manuals on-line is an example of how a company can reduce paper consumption and hence costs. The request form can be filled out and submitted electronically and can reach the concerned parties in seconds. users may even fill out forms. pamphlets. booklets and flyers. Employees. geographical location and decentralized resources. post sign-up sheets and schedules on the Intranet. they are published electronically on the company’s Intranet. such as printed pages. saving the resources needed to print. distribute and update them.

cities or countries. different departments are setting up their own servers to serve their customers directly. At Sun Microsystems. especially when they are located in different buildings. Customers are no longer required to go through various layers of organizational hierarchies to reach those who build the products or provide the service. Minimal learning curve With the increase in popularity of the Internet and the World Wide Web. Companies are able to build a long-lasting relationship with their customers. for example.DBA 1727 NOTES Increase internal communication Intranets greatly facilitate communication among employees. 194 ANNA UNIVERSITY CHENNAI . create online forums on new policies and use videoconference to exchange ideas. They can. Employees can learn first hand on how customers feel about the company’s products and services. Individuals and groups can distribute their ideas to those who need it without having to go through the department traditionally responsible for the distribution of information. Many companies have designed their Intranet pages to look as similar to the Web pages as possible. Employees in Hong Kong can communicate easily through e-mail with their counterparts in the United States. training users to use the Intranet is easy as many people are already familiar with the Web interface and can translate that experience to Intranet use quickly. Getting the customers involved Involving the customers with a company’s Intranet will help that company’s focus move from being product driven to being more customer driven. for example. send project documents electronically.

many sponsors of corporate intranets are dissatisfied. 195 ANNA UNIVERSITY CHENNAI . traditional GroupWare products have a more limited range of compatible products and fewer specially trained consultants to install and administer them. The growth of Internet technologies provides companies with a greater pool of resources to develop their own Intranets. 3. web servers. The only per-client cost associated with Intranets is the cost of the browsers. Conversely.4 Basic intranet structure       Internet technologies used behind the corporate firewall or in private environment Internet standard mail. particularly in cost and time savings.2. but the track record so far has been mixed. size is not a limitation with Intranets. etc.2.E-COMMERCE TECHNOLOGY AND MANAGEMENT Open standards Internet technologies follow a set of open standards. databases. scheduling. Despite many successes. Scalability Since Intranets are based on Internet technologies. Unlike traditional GroupWare products. which facilitate software developers to develop cost effective and easy-to-implement Intranet solutions. which often charge on a per-client basis. threaded discussion groups Multimedia using mime type Virtual private network over public Internet Internet Firewall Intranet NOTES 3.5 Internet Architecture The corporate intranet has been hailed as the most important business tool since the typewriter. Users can choose from a number of vendors for software products. Intranets use open systems to distribute information. providing access to information.

employees are assumed to be insiders. even intranet training. Finally. Because the public doesn’t see the intranet. Recent shifts in corporate structure point to the emergence of “communities of process. Net-enabled desktops. So. Unlike customers. Intranets should help employees collaborate on business processes such as product development or order fulfillment. able to easily locate company information. Successful intranets allow employees from a variety of departments to contribute the different skills necessary to carry out a particular process. functions.DBA 1727 NOTES They have spent time and money on development. Specifically. information design for intranets often receives scant attention. 196 ANNA UNIVERSITY CHENNAI . While each department of a company may have its own virtual space.” Management gurus are helping companies move away from vertical. not documents. and aim to integrate those tasks into distinct processes. platformindependent virtual space. Don’t Overlook Design Just as physical work spaces rely on architectural plans to optimize efficiency. hierarchical organizational lines towards horizontal. rather than the organizational chart of the company. Successful process-oriented intranets look and work as differently as the processes they enable. intranets should be organized primarily around the business processes they help employees carry out. Why? While critics often point to technological glitches. Second. process-oriented groups that link cross-functional teams focused on the same set of business tasks. while the company Web site usually has the input of the marketing department. intranets centralize the business process in an easily accessible. First they are built on smart information design. the ideal vehicle for creating and empowering process-based corporate communities. Focusing on processes rather than departments is a widely-hailed business trend. an intranet needs to be carefully designed to help employees access information and collaborate effectively. the best intranets encourage collaboration by creating shared and familiar spaces that reflect the personality of the company and create a common ground for all employees. which create value for a company and its customers. but they share several common characteristics. but still aren’t enjoying significant enough productivity or cost savings. they focus on tasks. even countries. design and structure of the intranet is often relegated to the IT department. The trouble is that this requires significant interaction between departments. the real problems may lie in information design. Enter the intranet.

Similarly. on the corporate intranet. they can be more complex. documents are usually a means to an end. It won’t allow employees from marketing and research and development to work together to create a new product. intranets can contribute to dramatic increases in efficiency (as much as a 40% improvement in time spent processing documents. Intranets should group together all the tasks that make up a business process. such as tracking deliveries. should dictate the organization of the intranet.” both need to be next to each other in order to develop a new budget. creating a budget). An organizational chart can’t help employees from the marketing and legal departments collaborate on bringing a document through the approval process. Processes can be relatively discrete. an organizational chart actually works against the collaboration the intranet is meant to foster.. Tasks include fulfilling orders. While seemingly the obvious candidate for the structure of the intranet. To complete these tasks. For example. While important. When you sit down to begin a task (e. information on various retirement plans (including links to financial Web sites) should be placed near the forms actually used to register for those plans. Organizing documents within the context of tasks also focuses employees on the function of the documents they are working with. to save employee time while signing up for various retirement plans. the tasks of the users rather than the classification of documents or tools. 197 NOTES ANNA UNIVERSITY CHENNAI . Or. an organizational chart of the company is often used to organize information on the intranet. or getting approval for documents. and last year’s budget is an “internal document. according to the GIGA Group).E-COMMERCE TECHNOLOGY AND MANAGEMENT By default. People use documents to complete tasks. looking up a customer’s billing history. you have a variety of information and tools at hand. The principal of organizing by task can be demonstrated by the example of working at a desk. or collaborating on a research document. Think About Tasks Rather Than Documents Thinking of the intranet as a tool means understanding the intranet as more than a collection of documents. people need to have related documents and tools close at hand. Designed effectively around dynamic tasks rather than static documents. While a spreadsheet is a “calculation” tool.g. Organize Tasks Into Larger Processes Isolated tasks are usually part of a larger process.

For example. Even simple processes can become more efficient when incorporated into an intranet. For example. they are all involved in the process of customer service. a pharmaceutical company is using its intranet to allow scientists all over the world to collaborate on research. Each phase of the sales process is represented on the intranet with relevant information and tools. 198 ANNA UNIVERSITY CHENNAI . What would previously be a time-consuming. More complex processes can also be effectively integrated into an intranet. the section covering an initial stage of the sales process includes links to customer presentations. involving the potential for lost documents and delays. For example. For example. So. and cut costs by avoiding in-person conferences and employee reallocations. a customer complaint might involve people and information from the accounting. and modification of. Travel costs are eliminated. Even though the employees necessary to resolve the complaint work in different departments. the intranet can help employees collaborate to efficiently carry out the central processes of the company. key documents. By creating spaces for cross-departmental collaboration. Other applications for intranet collaboration include complex transactions with lawyers and multiple parties. and internal forms. sales and marketing department. Intranets (and private extranets) can also bring together employees and partners who are geographically dispersed to work on common problems. The most important processes in a company are those that create value for a customer. the company included an application to help geographically dispersed engineers to get authorization for new projects. and employees can increase their productivity by sharing knowledge. Create Virtual Workgroups Organized Around Processes Intranets can break though departmental walls to help accomplish business processes more efficiently. Caterpillar is developing an extranet application so that experts from around the world can collaborate with employees to design new products. These are the central processes which every intranet should help employees accomplish.DBA 1727 NOTES such as developing or selling products. is now centralized in an efficient electronic process. Organizing all steps of the sales process together also allows for easy tracking of each sales effort. sample letters. A major franchise retailer is using bulletin boards on its intranet to coordinate major marketing projects. expensive process. Cadence Systems created an integrated section of the intranet for its entire sales process. which rely on access to. when Ford implemented an intranet.

The unique imagery created a friendly. The Texas Instruments intranet was established after this shift. is “in sync” with the company it works for. What receives less attention-but is central to the value of an intranet-is the design of virtual spaces. For the intranet to be successful. As the intranet creates new forms of collaboration. The process-oriented intranet. Turner Entertainment Group. the Company Reflects the Intranet The corporate intranet can help a company organize around “communities of process” both on. which are amalgams of visual style. marketing and customer service. Unless there is a clear commitment from senior management to have employees collaborate across departments to more efficiently accomplish key business processes. of the intranet. for example. shared. These. which encourage new forms of collaboration. created a distinctive. and encourage the use. When Texas Instruments initiated a process-centered organization. marketing the intranet to employees remains essential. And this is where graphic design. The Intranet Reflects the Company. oriented around collaborative work groups. in turn. casual feel for its intranet with a home page that uses a refrigerator with magnates to represent the various divisions. offering concrete incentives for employees to use. Even after the intranet is designed to encourage collaboration. an intranet that encourages this type of collaborative work environment can provide a significant return-on-investment. then. An intranet that reflects the culture of its company will make employees feel more at home.E-COMMERCE TECHNOLOGY AND MANAGEMENT The bulk of discussion about collaboration in and between companies centers around security. At the same time. tone and standards emerge as vital to the intranet’s success. using an intranet to shift the way work is done in an organization requires a cultural change within the organization. familiar space for all employees. and was designed to reflect and enhance the new organization. and will encourage collaboration and communication around the processes they support. Whether it precedes or follows the organizational shift. NOTES 199 ANNA UNIVERSITY CHENNAI . tone and content. Like it or not. it must provide ways of empowering all employees. will help dispersed employees feel that they share the same space. intranets have personalities. it will challenge traditional ways of doing work and obtaining information. increase the efficiency of key business processes such as product development. software development time fell from twenty-two to eight months.and off-line. the intranet may have only limited application and benefit. certainly an important issue to resolve.

but are also available for PDAs and mobile phones. organizations can make more information available to employees on a “pull” basis (ie: employees can link to relevant information at a time which suits them) rather than being deluged indiscriminately by emails. We also have experience of developing distributed applications deployed over the internet such as climateprediction. and with confidence that they have the right information. We have worked on a variety of web-based systems which have fulfilled many different business roles. These applications are no longer restricted to the traditional PC user running Windows. Tessella has acquired wide ranging experience of internet and intranet applications. The ease of deployment over the web has made such applications very attractive for enterprise systems. the Internet and its related technologies have provided new opportunities and new ways of doing business. the world’s largest climate prediction experiment. 200 ANNA UNIVERSITY CHENNAI . It also helps to improve the services provided to the users. 2.net. Advantages of intranets 1.subject to security provisions from anywhere within the company workstations. With the help of a web browser interface.DBA 1727 NOTES 3. including systems such as sophisticated workflow systems that help organizations manage their day to day business.2. more accurately. The introduction of Web Services has widened the scope of web-based applications by allowing other systems to interact with them.6 Internet/Intranet Applications From blue-chip companies to one-person start-ups. and the majority of our work has a web-based component. Workforce productivity: Intranets can help users to locate and view information faster and use applications relevant to their roles and responsibilities. Webbased systems have enabled organizations to provide maintainable. secure global access to their data and applications. anytime and . and web front ends to large corporate and scientific databases. Time: With intranets. Any device which has a web browser can potentially utilize an internet/intranet application. increasing employees’ ability to perform their jobs faster. users can access data held in any database the organization wants to make available.

intranets are useful to communicate strategic initiatives that have a global reach throughout the organization. Cross-platform Capability: Standards-compliant web browsers are available for Windows. results achieved to date. Flash files. newsfeeds. 5. 6. By providing this information on the intranet. benefits documents. Examples include: employee manuals. the most recent version is always available to employees using the intranet. teamwork is enabled. and who to speak to for more information. 8. and UNIX. Cost-effective: Users can view information and data via web-browser rather than maintaining physical documents such as procedure manuals. company policies. can be accessed using common Internet standards (Acrobat files. 7. Web publishing allows ‘cumbersome’ corporate knowledge to be maintained and easily accessed throughout the company using hypermedia and Web technologies. Mac. The type of information that can easily be conveyed is the purpose of the initiative and what the initiative is aiming to achieve. 9. NOTES 4. Business operations and management: Intranets are also being used as a platform for developing and deploying applications to support business operations and decisions across the internetworked enterprise. vertically and horizontally. and even training. Enhance Collaboration: With information easily accessible by all authorised users. internal phone list and requisition forms. who is driving the initiative. staff have the opportunity to keep up-todate with the strategic focus of the organization. 201 ANNA UNIVERSITY CHENNAI .E-COMMERCE TECHNOLOGY AND MANAGEMENT 3. Communication: Intranets can serve as powerful tools for communication within an organization. CGI applications). From a communications standpoint. Promote common corporate culture: Every user is viewing the same information within the Intranet. Because each business unit can update the online copy of a document. business standards.

With respect to Internet Protocol networks. that is. in isolation from all other Internet users. e. partners.1 What is an Extranet? An extranet is a private network that uses Internet protocols. For example. An argument has been made that “extranet” is just a buzzword for describing what institutions have been doing for decades. business-to-consumer (B2C) involves known server(s) of one or more companies. Briefly.3. when we use the term VPN we will not be distinguishing between intranets and extranets. military networks of different security levels may map onto a common military radio transmission system that never connects to the Internet. It has also been described as a “state of mind” in which the Internet is perceived as a way to do business with a pre approved set of other companies business-to-business (B2B). customers or other businesses. network connectivity. vendors. In general. the VPN is a corporate intranet. in an intranet and several extranets.DBA 1727 NOTES 3. We regard both intranets and extranets as VPNs. An extranet can be viewed as part of a company’s Intranet that is extended to users outside the company (e. One of the differences that characterized an extranet. an extranet can be understood as a private intranet mapped onto the Internet or some other transmission system not accessible to the general public. RFC 4364 states “If all the sites in a VPN are owned by the same enterprise. Even if this argument is valid. but is managed by more than one company’s administrator(s).” 202 ANNA UNIVERSITY CHENNAI .: normally over the Internet).. the VPN is an extranet.g. an intranet is a VPN under the control of a single company’s administrator(s).g. Any private network mapped onto a public one is a virtual private network (VPN). In contrast. A site can be in more than one VPN. In contrast. is that its interconnections are over a shared network rather than through dedicated physical lines.3 EXTRANET 3. communicating with previously unknown consumer users. the term “extranet” is still applied and can be used to eliminate the use of the above description. however. If the various sites in a VPN are owned by different enterprises. interconnecting to each other to create private networks for sharing information. and possibly the public telecommunication system to securely share part of an organization’s information or operations with suppliers.

for smaller. The great thing about browsers is that an application written for a browser can be read on almost any computer without regard to operating system or manufacturer. These include the standardized techniques for transmitting and sharing information and the methods for encrypting and storing information. geographically united organizations.2 Features of Extranet Extranets generally have the following features:  The use of Internet technologies and standards. customers. but rather simply an authentication mechanism to a web server.” but to have a VPN. The use of Web browsers. The term “site” does not mean “website. and the use of virtual private networks (VPNs) that tunnel through the public network. more recently. encryption of messages. Users access Extranet information using a web browser like Microsoft Internet Explorer. An extranet requires security and privacy. fewer clogged hard drives. an “extranet” designates the “private part” of a website. where “registered users” can navigate. No messy and confounding installation disks.3. That makes an application developed for a browser a snap to deploy. Such access does not involve tunneling. a small company in a single building can have an “intranet.” Further. or IP. server management. the term “site” refers to a distinct networked environment. Browser software uses relatively small amounts of memory and resources on a computer. 3. Two “sites” connected to each other across the public Internet backbone comprise a VPN.” Thus. Mozilla’s Firefox. the issuance and use of digital certificates or similar means of user authentication. These can include firewalls. Similarly. “extranet” is a useful term to describe selective access to intranet systems granted to suppliers. they would need to provide tunneled access to that network for geographically distributed employees.E-COMMERCE TECHNOLOGY AND MANAGEMENT It is important to note that in the quote above from RFC 4364. otherwise known as the Internet Protocol. A browser on a user’s machine is all the software he or she needs to take full advantage of the Extranet application. “intranet” also refers to just the web-connected portions of a “site. 203 NOTES  ANNA UNIVERSITY CHENNAI . Netscape Navigator or. In this sense. enabled by authentication mechanisms on a “login page”. or other companies.

For example. etc.DBA 1727 NOTES   Security. Extranets vary dramatically in their design and implementation. issue requests for information.3. By their very nature. The same type of construction-focused technologies have also been developed in the United States. like:   Sharing case information Sharing of case-related documents—many Extranets contain document repositories that can be searched and viewed by both lawyer and client online Calendaring—key dates and scheduling of hearings and trials can be shared on-line Providing firm contact information Acting as a “work flow engine” for various suppliers Providing access to firm resources remotely Sharing time and expense information      3. To protect the privacy of the information that is being transmitted. several industries started to use the term “extranet” to describe central repositories of shared data made accessible via the web only to authorized members of particular work groups. Extranets usually have a central server where documents or data reside. Extranets are embroiled in concerns about security. While these are the broad attributes shared by most Extranets. Germany and Belgium. Central Server/Repository. or NCCTP. in the construction industry. among others. project teams could login to and access a ‘project extranet’ to share drawings and documents. They can be employed in a wide variety of environments and for very different purposes. make comments. Members can access this information from any computer that has Internet access. to promote the technologies and to establish data exchange standards between the different systems. Scandinavia. several of the leading vendors formed the Network of Construction Collaboration Technology Providers. In 2003 in the United Kingdom. Some 204 ANNA UNIVERSITY CHENNAI . most Extranets use either secure communication lines or proven security and encryption technologies that have been developed for the Internet. Australia.3 Industry use During the late 1990s and early 2000s.

Also exist a variety of Open Source extranet applications and modules.3. Specially secured extranets are used to provide virtual data room services to companies in several sectors (including law and accountancy). some of which are for pure file management. Companies can use an extranet to:      Exchange large volumes of data using Electronic Data Interchange (EDI) Share product catalogs exclusively with wholesalers or those “in the trade” Collaborate with other companies on joint development efforts Jointly develop and use training programs with other companies Provide or access services provided by one company to a group of other companies. 205 ANNA UNIVERSITY CHENNAI .4 Extranet applications An extranet application is a software data application that provides limited access to your company’s internal data by outside users such as customers and suppliers. which can be integrated into other online collaborative applications such as Content Management Systems. check order status.E-COMMERCE TECHNOLOGY AND MANAGEMENT applications are offered on a Software as a Service (SaaS) basis by vendors functioning as Application service providers (ASPs). There are a variety of commercial extranet applications. such as an online banking application managed by one company on behalf of affiliated banks Share news of common interest exclusively with partner companies NOTES  3. request customer service and much more. A properly developed extranet application provides the supply chain connection needed with customers and suppliers to dramatically lessen routine and time consuming communications. Doing so frees up resources to concentrate on customer service and expansion as opposed to administrative office tasks such as data entry. and others which include broader collaboration and project management tools. The limited access typically includes the ability to order products and services.

Common eCommerce models are direct online sales. 3. software. which hurts the business when it comes to loyalty of its business partners and customers 2. Amazon. 3. selling online advertising space. Direct online sales model You can establish your website as your place of business and directly sell to those entering your “store” to make a purchase. 206 ANNA UNIVERSITY CHENNAI . Extranets can reduce personal contact (face-to-face meetings) with customers and business partners.3.g. extranets provide increased efficiencies between your company and its customers and/or suppliers. music and video files can be delivered to the customer through the downloading process.3.: hardware. Since delivery is often by mail. 3. System access needs to be carefully controlled to avoid sensitive information falling into the wrong hands. Software products. e-books.5 Disadvantages 1.com is a good example of a business using the direct sales model to gain revenue. employee training costs) — if hosted internally instead of via an ASP. this is similar to customers buying from a mail order catalog. and online commissions.6 E-Commerce Business Models Since eCommerce consists of doing business online or electronically.DBA 1727 NOTES Just as intranets provide increased internal collaboration. the business or revenue models are somewhat different than that of a “brick and mortar” business. Developing and implementing an extranet application can provide you the competitive edge to stay ahead of the competition in the eyes of your customers and a better ability to negotiate prices with your suppliers. This could cause a lack of connections made between people and a company. Extranets can be expensive to implement and maintain within an organization (e. Security of extranets can be a big concern when dealing with valuable information.

[Editor’s Note: Mr. The omnipresent cost either comes from your pocket or some benevolent benefactor. software. five distinct eCommerce business models form the basic structure for the wide variety of websites today.every web site costs money. taking them to the company’s website. advertising. related to the reach or number of viewers they have. Free home pages fit into a business model. First lets establish the fact that no site is free . Google gains a commission for ads placed on others’ websites.6. There are different business models underlying each website. A public site offered by a library. subscriptions. uses web server software. A better method is to count the number of viewers that click on an ad. Samuelsen considers affiliate 207 NOTES ANNA UNIVERSITY CHENNAI . billboard.3. even the “free” sites have a business model. In actuality. Online companies such as eBay and PayPal charge a commission for their services. telecommunication charges. where they gain a commission for sales made through a company using the direct online sales model. Free email service has a business model. it holds true as much today as it ever has. school. Therefore. The cost and potential revenue constitutes a business model. 3.1 Successful Ecommerce Business Models Five different ways websites can generate revenue by Robert Samuelsen “There’s no such thing as a free lunch!” While this simple economic aphorism seems to have been forgotten in the world of cyberspace. so too can popular websites charge for the number of viewers seeing an ad. and time. and must be maintained. or university has a business model. Online commission model Individuals and companies can also be established as affiliates. The five categories are called vanity. accesses telecommunication resources.E-COMMERCE TECHNOLOGY AND MANAGEMENT Online advertising space model Just as television and radio stations gain revenue from advertisements. Someone must pay for the computers. and storefront sites. The web site is stored on a computer. Every site in the entire world wide web has a business model.

and other promotion methods. and even businesses. it is important to understand their differences. Agencies conduct sophisticated surveys to measure the value and establish the pricing. Just like a billboard on a highway. Nevertheless. the lack of websavvy viewership statistics hindering the mass adoption by advertisers? As the knowledge of consumer behavior is further understood. Vanity: Many web sites are started as vanity sites. many sites combine several of the five identified business models. Economic benefit is created through the indirect purchase of goods or services from existing physical outlets and cost savings through the elimination of infrastructure or inefficiency. 208 ANNA UNIVERSITY CHENNAI . sponsorships. or both. or find others with similar interests. While there are a few sites that are entirely supported by advertising dollars. Advertising: Network television. with the actual purchase transaction occurring off-line.DBA 1727 NOTES programs to be a variant on the storefront model. success is measured on viewer ship as net citizens “surf” by and are influenced to purchase product. libraries. All programming and content is funded by advertising dollars. Therefore. Revenue comes from creating awareness of its products or services via the web. or public information. with consumer viewership measuring value. promote a cause. and many periodicals follow the advertising model. Each of the five models have unique characteristics which make it different from the other types. ezine ads. Finally. This is a much-ballyhooed but still largely unproven model on the web. radio. communities. they all incur costs. For eCommerce. to share a hobby. The costs are borne either by the individual or by some altruistic enterprise such as universities. associations. the costs are real of these “free” sites. advertising can be in the form of banners.] While not all drive revenue directly. These sites are often created by individuals as an outlet of self expression. Billboard: Billboard sites (also called brochure or information sites) are designed to derive economic benefit through indirect means from either referred sales. Most corporate sites today put up these electronic brochures to provide information about their products. employment information. These sites are created with no intentions of deriving revenue and no illusions of grandeur. reduced cost. some businesses feel this is the best way to avoid channel conflict’s potential pricing disparity between different supply chains. In addition. experts will prepare purchase pattern analyses providing advertisers with empirical data to support their promotion campaigns. It could be as simple as a one page family site or a complex forum on a specific topic.

offer promotions. Payment through a credit card account is a common payment scheme for subscription sites because of the ability to periodically process the purchase transaction electronically. financial projections can be easily created and business plans finalized. or annual basis. On the web. Consumers will increasingly look to the web for physical commerce alternatives because of the limitlessness of the media both in terms of geography and shopping hours. they can work for service products too. Although the vast majority of these sites offer tangible products. This collapsing of the supply chain is called disintermediation. subscriptions are not yet widely accepted by consumers. The fulfillment is sometimes completed by the website enterprise or directly from the manufacturer in a drop shipping arrangement. These sites are often specialized with expert content and timely information. there is no such thing as a free lunch. A website that offers products for sale is the electronic version of a catalog. the subscription model caters to sites targeted to particular niches of individuals who have specific needs. The subscriptions fund the development and maintenance of the site. The primary characteristic of these types of sites is the ability to make a one time purchase with no future obligations.” and complete the purchase transaction. a products-offered site is narrowly defined as a “true” eCommerce site. With the business plan in hand. provide a “shopping cart. Once the product is purchased. Subscriptions can be paid on a weekly. Each model will continue to mature both in its acceptance and sophistication. With the understanding of the business models.E-COMMERCE TECHNOLOGY AND MANAGEMENT Subscriptions: In other media. Of those that are accepted. each model should be examined carefully to understand which model provides the maximum benefit. the subscription models are well established’ accepted by subscribers and nurtured by publishers. NOTES 209 ANNA UNIVERSITY CHENNAI . Storefront: To some people. While it is impossible to predict the future in this fast moving media. monthly. it is obvious that all five business models will remain viable for the near term. For net entrepreneurs. the cyber enterprise arranges for product fulfillment including shipping and handling. These virtual storefronts are built to describe the offering with pictures and words. Some manufacturers are now passing up the intermediary wholesalers and retailers by offering their products directly to consumers. you will realize even in cyberspace.

business. WAIS. photo albums. Email. publicly accessible series of interconnected computer networks that transmit data by packet switching using the standard Internet Protocol (IP). discussion groups.DBA 1727 NOTES Robert Samuelsen operates eVine Online. which together carry various information and services.” Summary Internet: The Internet is a worldwide. the Elements of Internet Architecture  Protocol Layering Networks Routers  Addressing Architecture The outward signs of a robust and thriving business are:  Revenue increases  Ability to generate profits  Success in creating meaningful alliances  Success in expanding into new markets  Differentiating itself from other business models Intranet: An Intranet is a company-specific network that uses software programs based on the Internet TCP/IP protocol and common Internet user interfaces such as the 210 ANNA UNIVERSITY CHENNAI . Listserv Mailing List Software. and more—all in a password protected family environment. such as electronic mail. online chat. Telnet. which he describes as “The web’s first family communication center featuring calendars. academic. It is a “network of networks” that consists of millions of smaller domestic. WWW. Gopher. and finally. The Internet Tools and their Characteristics: The evolution of the Internet is punctuated by the introduction and mass acceptance of such key resources and tools as Unix. file transfer. and the interlinked web pages and other resources of the World Wide Web (WWW). Usenet newsgroups. and government networks. and more recently by the Altavista search engine. File Transfer Protocol. Java language. address books. Internet Relay Chat.

an Intranet is the application of Internet technologies within an organization private LAN or WAN network. network connectivity. Companies can use an extranet to:      Exchange large volumes of data using Electronic Data Interchange (EDI) Share product catalogs exclusively with wholesalers or those “in the trade” Collaborate with other companies on joint development efforts Jointly develop and use training programs with other companies Provide or access services provided by one company to a group of other companies. just point and click Saves time and money. vendors. Simply put.E-COMMERCE TECHNOLOGY AND MANAGEMENT web browser. and online commissions. better information faster Based on open standards Scaleable and flexible Connects across disparate platforms Puts users in control of their data NOTES Extranet: An extranet is a private network that uses Internet protocols. and possibly the public telecommunication system to securely share part of an organization’s information or operations with suppliers. 211 ANNA UNIVERSITY CHENNAI . selling online advertising space. such as an online banking application managed by one company on behalf of affiliated banks Share news of common interest exclusively with partner companies  E-Commerce Business Models: Common eCommerce models are direct online sales. Why are intranets popular        Inexpensive to implement Easy to use. partners. customers or other businesses.

What is an Internet? Explain its characteristics? List the Internet tools and explain its characteristics What is FTP? Explain web based Client/Server? Describe the elements of Internet architecture? Explain the uses of Internet? What are the key areas that a profitable web site needs to concentrate on? Discuss some successful companies that pursue different business models? What is an intranet? List the benefits of Intranet List the basic intranet structure Describe Internet architecture Discuss Internet/Intranet applications Discuss the integration of web technologies with business models What is an Extranet and list its features Describe the extranet applications Discuss E-Commerce Business models 212 ANNA UNIVERSITY CHENNAI . 14. 16. 8. 4. 3. 12. 5. 9. 6. 10. 7. 13. 17. 2. 11.DBA 1727 NOTES Questions for review 1. 15.

For the same period. The desire to reduce costs is one major reason for the increase in electronic payments.1 ELECTRONIC PAYMENTS AND PROTOCOLS 4. or by legal tender.1 Electronic Payment Systems Electronic payment is an integral part of electronic commerce. and other electronic transactions account for about 15 percent of all consumer transactions. and are expected to increase rapidly. 213 ANNA UNIVERSITY CHENNAI . from 117 billion in 1993 to 135 billion in the year 2000. reduced operational and processing costs. Electronic transactions numbered 33 billion in 1993 and are expected to climb to 118 billion by the year 2000. and banks are seeking less costly alternatives. Three factors are stimulating interest among financial institutions in electronic payments:    decreasing technology costs. or digital cash) that is backed by a bank or an intermediary. The content of this exchange is usually some form of digital financial instrument (such as encrypted credit card numbers.1.E-COMMERCE TECHNOLOGY AND MANAGEMENT NOTES UNIT IV E-COMMERCE PAYMENTS AND SECURITY 4. Credits. Cash and checks are very expensive to process. electronic checks. Broadly de-fined. electronic payment is a financial exchange that takes place online between buyers and sellers. paper transactions are forecast to show very modest growth. debits. It is estimated that approximately 56 percent of consumer transactions in the United States are cash and 29 percent are check. and increasing online commerce.

Further. a rather restrictive scenario. the proliferation of incompatible electronic payment schemes has stifled electronic commerce in much the same way the split between Beta and VHS standards stifled the video industry’s growth in the 1970s. The solutions proposed to the online payment problem have been ad hoc at best. 214 ANNA UNIVERSITY CHENNAI . and gradually came to be used as money. which entails extra time. but a consistent and secure payment capability does not exist.1. and the first applications-credit cards appeared soon after. Research into electronic payment systems for consumers can be traced back to the 1940s. in one method marketed by CyberCash. Many banks issued their own notes. Banks are solving these problems all over again in an online environment.1 Types of Electronic Payment Systems Electronic payment systems are proliferating in banking. The goal of online commerce is to develop a small set of payment methods that are widely used by consumers and widely accepted by merchants and banks. Currently.” on their browsers. merchants face the unappealing option of either picking one standard and alienating consumers not subscribing to a standard or needing to support multiple standards. on-line markets. The crucial issue in electronic commerce revolves around how consumers will pay businesses online for various products and services. Each vendor’s client works with only that vendor’s own server software. Today. health care. getting one bank to honor another’s notes was a major problem. retail. Organizations are motivated by the need to deliver products and services more cost effectively and to provide a higher quality of service to customers. Currently. and even government-in fact. and money. In the early 1970s. consumers can view an endless variety of products and services offered by vendors on the Internet. sometimes known as “electronic wallets.DBA 1727 NOTES Banks and retailers want to wean customers away from paper transactions because the processing overhead is both labor intensive and costly. anywhere money needs to change hands. Banks faced similar problems in off-line commerce in the early nineteenth century. Innovations in payment methods involved the creation of new financial instruments that relied on backing from governments or central banks. and a recurrent problem was the tendency of some institutions to issue more notes than they had gold as backing. For instance. effort. 4. This software then communicates with “electronic cash registers” that run on merchants’ Web servers. users install client software packages.1.

Work on EFT can be segmented into three broad categories: Banking and financial payments    Large-scale or wholesale payments (e. telephonic instrument. World Wide Web form based encryption) Third-party authorization numbers (e.. instruct.g..g. Mondex Electronic Currency Card) o Credit card-based payment systems Encrypted credit cards (e.g. or authorize a financial institution to debit or credit an account.... or computer or magnetic tape so as to order.. bank-to-bank transfer) Small-scale or retail payments (e. J.. VISA or MasterCard) Private label credit/debit cards (e. or airplane.g.E-COMMERCE TECHNOLOGY AND MANAGEMENT the emerging electronic payment technology was labelled electronic funds transfer (EFT). Transfer is informationbased and intangible.. train. NetCheque) Smart cards or debit cards (e.” EFT utilizes computer and telecommunication components both to supply and to transfer money or financial assets.C.g.g. automated teller machines and cash dispensers) Home banking (e. Thus EFT stands in marked contrast to conventional money and payment modes that rely on physical delivery of cash or checks (or other paper orders to pay) by truck. First Virtual) 215 ANNA UNIVERSITY CHENNAI ... EFT is defined as “any transfer of funds initiated through an electronic terminal.g.g.g.g. Penney Card) Charge cards (e..g. American Express) On-line electronic commerce payments o Token-based payment systems Electronic cash (e. bill payment) NOTES Retailing payments Credit cards (e. DigiCash) Electronic checks (e.

from cash to bank payments. A user expects to trust in a secure system. should subsidies be used to encourage users to shift from one form of payment to another. and a little ingenuity. users value convenience more than anything. These technical problems. Intuitive interfaces. The problem with subsidies is the potential waste of resources. it must be recognized that without subsidies.DBA 1727 NOTES 4. electronic communication must merit equal trust. it is difficult to price all services affordably. Database integration. A “network banker”-someone to broker goods and services. and facilitate financial transactions electronically-must be in place.1. regardless of which bank is managing their money. the welding of different payment users into different networks and different systems is impossible. Thus investment in systems not only might not be recovered but substantial ongoing operational subsidies will also be necessary.     One fundamental issue is how to price payment system service. No systems are yet fool-proof. Standards enable interoperability. Security. The biggest question concerns how customers will take to a paperless and (if not cashless) less-cash world. To date. A secure system verifies the identity of two-party transactions through “user authentication” and reserves flexibility to restrict information/services through access control. Tomorrow’s bank robbers will need no getaway cars just a computer terminal. a customer wants to play with all his accounts. · Standards. Millions of dollars have been embezzled by computer fraud. giving users the ability to buy and receive information. With home banking. The payment interface must be as easy to use as a telephone. Generally speaking. will be solved as technology is improved and experience is gained. for example. as money may be invested in systems that will not be used. experts hope. the price of a telephone call. Without standards. from paper-’based to e-cash. Brokers. separate accounts have been stored on separate databases. For example. just as the telephone is a safe and private medium free of wiretaps and hackers. On the other hand. although designers are concentrating closely on security. None of these hurdles are insurmountable. 216 ANNA UNIVERSITY CHENNAI . Most will be jumped within the next few years.2 Designing Electronic Payment Systems  Privacy. The challenge before banks is to tie these databases together and to allow customers access to any of them while keeping the data up-to-date and error free. settle conflicts.

NOTES 217 ANNA UNIVERSITY CHENNAI . the customer can use the certificate only at the computer. Therefore. or digital wallet. integrity.E-COMMERCE TECHNOLOGY AND MANAGEMENT 4.1. Tandem. certificate format. Electronic Wallet To achieve perfect security. and MetaLand provide such interoperable digital wallets.3 Secure Electronic Transaction (SET) Protocol SET protocol was initially designed by Visa and MasterCard in 1997 and has evolved since then. if the certificate is stored in an IC card. Since the interoperability of the cardholder’s digital wallet with any merchant’s software is essential. software called the electronic wallet. and non repudiation. The role of payment gateway is to connect the Internet and proprietary networks of banks. In addition. interoperability is a very important characteristic to meet. VeriSign. To keep the consumer’s certificate in his or her personal computer or IC card. Netscape. MasterCard. is necessary. JCB. the wallet can work if the IC card is inserted into a card reader attached to a computer. the electronic wallet has to be downloaded into the buyer’s personal computer. However. This company performs the interoperability test and issues a SET Mark as a confirmation of interoperability. a consortium of companies (Visa. storing the certificate in IC card seems to be the safest method. encryption. To connect the dig-ital wallet with various merchants. and American Express) has established a company called SETCo (Secure Electronic Transaction LLC 1999). Each participating entity needs its own certificate. and procedure of message exchange as depicted in. Microsoft. Storage of Certificates If the private key and corresponding public key in a certificate are physically stored in the customer’s personal computer. SET protocol meets the four security requirements for EC as SSL(Secure Socket Layer) does: authentication. SET defines the message format. IBM.

the SSL protocol may use a certificate but it does not include the concept of a payment gateway. Merchants need to receive both ordering information and credit card information because the capturing process initiated by the merchant. Theoretically. This is because SET protocol is complex and certificates are not widely distributed in a stable manner. a simple version of SSL is a very viable alternative. Until SET becomes popular. a relatively simple version of SSL is currently widely adopted. 218 ANNA UNIVERSITY CHENNAI . which integrates SET protocol with an IC card that can store multiple certificates. Secure socket layer protocol for electronic payment even though SET is a perfect solution for secure electronic payments. The SET protocol.DBA 1727 NOTES Overview of main messages in SET The International Center for Electronic Commerce (ICEC 1999) has developed a system named Smart-SET. This scheme is called dual signature. hides the customer’s credit card information from merchants and also hides the order information from banks to protect privacy. on the other hand.

preventing interception of account numbers and expiration dates by unauthorized individuals.3. Merchant Authentication The SET specifications provide a way for consumers to confirm that a merchant has a relationship with a financial institution that allows that merchant to accept bank card payments. Integrity of Information SET ensures that message content is not altered during the transmission between originator and recipient. Payment information sent from consumers to merchants includes order information.E-COMMERCE TECHNOLOGY AND MANAGEMENT 4. personal data. it will be necessary for merchants and banks to assure consumers that their payment information is safe and accessible only by the intended recipient. In order to eliminate this potential source of fraud and/or error. Information integrity is ensured by the use of digital signatures. SET designates a third party called a certificate authority to authenticate the sender and receiver. SET provides confidentiality by the use of message encryption.1. credit card account and payment information must be se-cured as it travels across the network. 219 NOTES ANNA UNIVERSITY CHENNAI . Digital signatures and digital certificates ensure consumer account authentication by providing a mechanism that links a consumer to a specific account number. Consumer Account Authentication Merchants need a way to verify that a consumer is a legitimate user of a valid account number. and payment instructions. SET provides the means to ensure that the contents of all order and payment messages received match the contents of messages sent. Therefore. Merchant authentication is ensured by the use of digital signatures and merchant certificates.1 What Features does SET Specify? The following objectives are addressed by SET specifications: Confidentiality of Information To facilitate and encourage financial transactions. the transaction will not be processed accurately. If any component is altered in transit.

This type of criminal activity raises the concern for network security. 220 ANNA UNIVERSITY CHENNAI . There are two basic types of criminal activities:  The person who tries to understand and learn the various systems and capabilities of any private network. Type of Computer Criminals  Hacker-is a person who has good knowledge about computers and tries to open the data packets and steal the information transmitted through the Internet. Any consumer with compliant software must be able to communicate with any merchant software that also meets the defined standard Interoperability by the use of standard protocols and message formats.2. information and causing damage to resources. ands must not prefer one over another.2 SECURITY SCHEMES AGAINST INTERNET FRAUD 4.DBA 1727 NOTES Interoperability The SET specifications must be applicable on a variety of hardware and software platforms.  A large system like Internet has many holes and crevices in which a determined person can easily find the way to get into any private network. In this case the person has no intentions to do any damage or to steal any resources but tries to observe the system functionality.1 Security Issues The Internet is a huge place that hosts several millions of people. The persons who uses the Internet and the Web to benefit themselves by doing illegal activities such as. 4. Statistics show that only 10% of computer client is reported and only 2% of the reported client results in with convictions. illegal activity’ is inevitable. There are many terms used to signify the computer criminals. For example teenagers who tries to enter into a network out of curiosity till they are caught or deducted. stealing software’s. As all the people are not honest.

In a Public Key encryption system each user has two keys-public key and private key. For this reason. Nowadays various encryption techniques are available.2.2. creating a scam site is not as easy as it seems to be. which the dealer may not have them physically. A phracker breaks into phone systems and computer systems and specializes in total network destruction. most Web site providers examines sites and have access to the information that is been provided. RSA Data Security of Redwood City offers the most popular and commercially available algorithm. One of the reasons of misrepresentation is that on the net it is easy to appear as anyone or anything without the actual presence.E-COMMERCE TECHNOLOGY AND MANAGEMENT    Cracker-is someone who specifically breaks into computer systems by bypassing or by guessing login passwords. Phracker-is the combination of freak and cracker. it is increasingly important for Web users to protect themselves. These persons enter into the network as authenticated users and can cause any harm to the system. For this reason. shops site displaying goods. One of the available techniques commonly used for encryption is Public Key. In Public Key encryption system.2 Security Schemes 4.1 Encryption Encryption is a technique for hiding data. The encrypted data can be read only by those users for whom it is intended. This is possible specially. And the public key can 221 ANNA UNIVERSITY CHENNAI . With the rapid growth in use of Internet. in case of offshore servers where laws are more favorable to the criminal and enforcement will be very difficult. NOTES Another major issue in the Internet security is misrepresentation and fraud. But at the same time. Phreaks-are persons who hack phone systems. in future the number of fraud cases in which perpetrators create their own provider site will probably increase. These people specifically try to scam long distance phone-time for them to control phone switch capability or to hack company automated EBX systems to get free voice-mail accounts or to raid companies existing voice-mail messages. which makes the provider responsible for the content. because one must host pages somewhere. 4.2. For example. The encryption and decryption algorithms are designed in a way so that only the private key can decrypt data that is encrypted by the public key.

Encryption scrambles the message. All parties must know and trust each other completely. there are two types of encryption methods:   Secret-key encryption Public-key encryption SECRET . Therefore. Computer encryption is based on the science of cryptography. Most computer encryption systems belong in one of two categories. Broadly speaking.). Anne encrypts the PO (the plaintext) with an encryption key and sends the encrypted PO (the cipher text) to Bob. rendering it unreadable to anyone but the intended recipient. Bob decrypts the cipher text with the decryption key and reads the PO. the encryption key and decryption key are the same (see Fig. Secretkey encryption works in the following way: Anne wishes to send a purchase order (PO) to Bob in such a way that only Bob can read it. encrypted by the private key.DBA 1727 NOTES decrypt data. Although secret-key encryption is useful in many cases. and the recipient must use the same key to decipher or decrypt it. one can broadcast the public key to all users. A widely adopted implementation of secret-key encryption is data encryption standard (DES). The transmitter uses a cryptographic secret “key” to encrypt the message. Note that in secret-key encryption. Before the digital age. also known as symmetric encryption. it has significant limitations. the biggest users of cryptography were governments. and have in their possession a 222 ANNA UNIVERSITY CHENNAI . particularly for military purposes.KEY ENCRYPTION I n t e r n e t Anne Encrypt Decrypt Bob Secret-key encryption. involves the use of a shared key for both encryption by the transmitter and decryption by the receiver. which has been used throughout history.

If secret encryption cannot ensure safe electronic commerce. Secure key distribution is cumbersome in large networks and does not scale well to a business environment where a company deals with thousands of online customers. given the difficulty of providing secure key management. Public-Key Encryption Public-key encryption. what can? The solution to widespread open network security is a newer. adding to the overall cost. Further. Hence. uses two keys: one key to encrypt the message and a different key to decrypt the message. Anyone who over-hears or intercepts the key in transit can later use that key to read all encrypted messages. The two keys are mathematically related so that data encrypted with one key only be decrypted using the other. known as public-key encryption. transmission. For in-stance. it is hard to see secret-key encryption becoming a dominant player in electronic commerce. they must trust not being overheard during face-to-face meetings or over a public messaging system (a phone system. secret-key encryption is impractical for exchanging messages with a large group of previously unknown parties over a public network. each consumer would need a distinct secret key as-signed by the merchant and transmitted over a separate secure channel such as a telephone. first developed in the 1970s. Scrambled message scrambled NOTES I n t e r n e t message Buyer Encrypt with private key Decrypt with private key seller Since shared keys must be securely distributed to each communicating party. and storage of keys. 223 ANNA UNIVERSITY CHENNAI . a postal service) when the secret key is being exchanged. also known as asymmetric encryption. in order for a merchant to conduct transactions securely with Internet subscribers. If the transmitter and receiver are in separate sites. more sophisticated form of encryption.E-COMMERCE TECHNOLOGY AND MANAGEMENT protected copy of the key. secretkey encryption suffers from the problem of key distribution-generation.

Both types of systems offer advantages and disadvantages. Table compares secret.” which is kept secret. each participant creates two unique keys. if an individual wants to send a snoop-proof email message to a friend. The two keys work together. a “public key. To determine which type of encryption best meets its needs. Both keys. need to be protected against modification.” which is published in a sort of public directory. a successful decryption using the corresponding public key verifies the identity of the author and ensures message integrity.” only the other can unlock. The computer handles the hard work of manipulating the large numbers used in the math of encrypting and decrypting messages. Public-key encryption is particularly useful when the parties wishing to communicate cannot rely on each other or do not share a common key. that criminal has no way of deciphering the message without the private key. Even if a would-be criminal intercepts the message on its way to the intended recipient. This is often the case in online commerce. When the friend receives the e-mail.DBA 1727 NOTES Unlike secret-key encryption. In the RSA method. which uses a single key shared by two (or more) parties. Shamir. an organization first has to identify its security requirements and operating environment. Often. he uses his private key to convert the encrypted message on his computer screen back to the sender’s original message in clear text. The best known public-key encryption algorithm is RSA (named after its inventors Rivest. however. the two are combined to form a hybrid system to exploit the strengths of each method. she simply looks up his public key and uses that key to en-crypt her text. Since only the bona fide author of an encrypted message has knowledge of the private key. One of the two keys is “public” and the other is “private. and a “private key.and public key systems. For example. Another prominent public key method being used in online commerce today is called Digital Signatures 224 ANNA UNIVERSITY CHENNAI . whatever data one of the keys “locks. the private key must be kept confidential and must be known only to its owner.” The public key can be made known to other parties. and Adleman). public-key encryption uses a pair of keys for each party.

encrypted with her own private key. How Do Digital Signatures Work? Data is electronically signed by applying the originator’s private key to the data. This also means that the originator cannot falsely deny having signed the data. interacting with a merchant. Technically. thus the customer knows that only Online Mart received that data. and only she can decrypt it using her private key. the private key is applied to a shorter form of the 225 ANNA UNIVERSITY CHENNAI . the customer can enclose a digital signature. This shows how digital signature works in combination with public key encryption to ensure authentication and privacy. ensuring the recipient that the message has not been forged transit. NOTES Digital Signature Digital signatures are used for sending authentication. he uses Online mart’s public key to encrypt her confidential information. When the customer orders something from Online mart. In addition. Online mart. Online Mart then uses its private key to decrypt the message (only a private key can unlock a document deciphered with a public key). Let us consider the following scenario of a customer. To ensure further security. which Online Mart could decrypt with the customers public key and know that only the particular customer could have sent it. To increase the speed of the process.E-COMMERCE TECHNOLOGY AND MANAGEMENT Comparing Secret key and public key Encryption methods. a digital signature enables the computer to notarize the message. In the other direction Online mart would send confidential information to the customer using her public key.

Bob and Alice. the output is a unique “fingerprint” of the document. and is the cyberspace equivalent of “signing” for purchases. a user combines her private key and the document and performs a computation on the composite (key+docurnent) in order to generate a unique number called the digital signature.” rather than to the entire set of data. the purported digital signature. Before Bob accepts a message with Alice’s digital signature. in most circumstances this solution is not practical. In this way. Any recipient can verify that the program re-mains virus-free. Digital signatures. However. The signature can be verified by any party using the public key of the signer. Before two parties. the signature may be fraudulent or the message altered. For example. when an electronic document. In order to digitally sign a document. If a user is communicating with her bank. when distributing signed copies of virus-free . This “fingerprint” is attached to the original message and further encrypted with the signer’s private key. for example. variations of which are being explored by several companies. and the customer’s public key. The bank then decrypts the document using her public key. then the verifier has confidence that the data was not modified after 1:Jeing signed and that the owner of the public key was the signer. is run through the digital signature process. she sends the result of the second encryption to her bank. One way to be sure that the public key belongs to Alice is to receive it over a secure channel directly from Alice.software. are the basis for secure commerce. such as an order form with a credit card number. This feature is very useful. called a “hash” or “message digest. To verify the signature. each wants to be sure that the other party is authenticated. Digital Certificates Authentication is further strengthened by the use of digital certificates. The resulting digital signature can be stored or transmitted along with the data.DBA 1727 NOTES data. consumers can use credit card accounts over the Internet. Digital signatures ensure authentication in the following way. otherwise. 226 ANNA UNIVERSITY CHENNAI . and checks to see if the enclosed message has been tampered with by a third party. A digital signature provides a way to associate the message with the sender. use public-key encryption to conduct business. If the signature verifies properly. he wants to be sure that the public key belongs to Alice and not to someone masquerading as Alice on an open network. If the results of the computation generate a matching “fingerprint” of the document. the digital signature is verified as genuine. the bank performs a computation involving the original document.

It contains owner identification information. as well as a copy of one of the owner’s public keys.2 Firewall A firewall is simply a program or hardware device that filters the information coming through the Internet connection into your private network or computer system. If an incoming packet of information is flagged by the filters. In many ways. The company will therefore have hundreds of computers that all have network cards connecting them together. try to make telnet connections to them and so on. digital certificates ensure that two computers talking to each other may successfully conduct electronic commerce. A similar process takes place for the merchant. it is not allowed through. A person who knows what he or she is doing can probe those computers. all of those hundreds of computers are directly accessible to anyone on the Internet. Without a firewall in place. Let’s say that you work at a company with 500 employees.E-COMMERCE TECHNOLOGY AND MANAGEMENT An alternative to the use of a secure channel is to use a trusted third party to authenticate that the public key belongs to Alice. In short. at every T1 line coming into the 227 NOTES ANNA UNIVERSITY CHENNAI . A company will place a firewall at every connection to the Internet (for example. The validation takes place by checking the digital certificates that were both issued by an authorized and trusted third party. With a firewall in place. If one employee makes a mistake and leaves a security hole. In addition.2. disparate parties can engage in electronic commerce with a high degree of trust. Thus by using one public key (that of a CA) as a trusted third. the public key of the certificate authority should be known to as many people as possible. To get the most benefit. try to make FTP connections to them. digital certificates provide an easy and convenient way to ensure that the participants in an electronic commerce transaction can trust each other. the certificate authority creates a message containing Alice’s name and her public key. each party’s software validates both merchant and cardholder before any information is exchanged. 4. Visa provides digital certificates to the card-issuing financial institution. Once Alice has provided proof of her identity.2. For example. the company will have one or more connections to the Internet through something like T1 or T3 lines. Through the use of a common third party. is digitally signed by the certificate authority. in the credit card industry. This message. known as a certificate. hackers can get to the machine and exploit the hole.party means of establishing authentication. Such a party is known as a certificate authority (CA). and the institution then provides a digital certificate to the cardholder. At the time of the transaction. digital certificates are the heart of secure electronic transactions. the landscape is much different.

Allow FTP connections only to that one computer and prevent them on all others. If the comparison yields a reasonable match. In addition.DBA 1727 NOTES company). The firewall can implement security rules. then incoming information is compared to these characteristics. Firewalls use one or more of three methods to control traffic flowing in and out of the network:  Packet filtering .A newer method that doesn’t examine the contents of each packet but instead compares certain key parts of the packet to a database of trusted information. the company can control how employees connect to Web sites. For example. only one of them is permitted to receive public FTP traffic. Telnet servers and so on. the information is allowed through. Web servers.Packets (small chunks of data) are analyzed against a set of filters. whether files are allowed to leave the company over the network and so on.2. A firewall gives a company tremendous control over how people use the network. one of the security rules inside the company might be: Out of the 500 computers inside this company. Proxy service . Stateful inspection . The” first step is to keep the security of your data files such that only the right people can see them.   User passwords Billing files 228 ANNA UNIVERSITY CHENNAI . Otherwise it is discarded 4. This is especially crucial for any of the following types of data and files.3 Creating a Secure System It’s a known saying Prevention is the best medicine and this implies equally well to compute security. A company can set up rules like this for FTP servers.Information from the Internet is retrieved by the firewall and then sent to the requesting system and vice versa.   Information travelling from inside the firewall to the outside is monitored for specific defining characteristics. Packets that make it through the filters are sent to the requesting system and all others are discarded.

as well as transactions in the process of being fulfilled.4 Storing Secure Information The most insure part of the Internet is not the Net itself but the source and destination of users and computers on the net. Pirates can easily undelete previously deleted information. Decrypted data residing on your hard disk may be available to outside for snooping. Such program ensures that the original structure of the disk is recognized leaving no recoverable data. This information of-course applies equally to the both the user and the storeowner. be sure to protect administration tools as well as compiler. If a business can afford only lesser security then the best you can do is keep permissions of files hidden from pirates. General users to your system should not have access to these tools because. As the user of the system.” 4. the tools can be used to create programs that aid the pirate in greasing security. you should know the place and the method to store your data. When you are connected to the network your personal system is vulnerable. Many commercial products provide this facility and often work well to keep the data secure. Simply deleting the information is not enough. Finally. The best solution is to use 229 ANNA UNIVERSITY CHENNAI . Again store owners should ensure that they encrypt archived transactions. Another security measure is to delete the not required data or information.2. Because of the nature slip type connectivity and TCP/IP networks. Storeowners must ensure that product information database is secure. Keeping your password files shadowed or hidden keeps pirates from remotely acquiring your file and then running password cracking programs on the file in their own time. if they fall into wrong hands. As server and browser security increases almost pirates will be driven to breaking into the system at the source or at the destination. One of the best security measures that you can take for physically stored data is to have hardware password protection. someone else could be probing your system while you are working.E-COMMERCE TECHNOLOGY AND MANAGEMENT      System and user logs Credit card information Trusted remote system information Compiler Administration tools NOTES User passwords and usage logs should be kept secure to keep pirate from looking at those files to figure out how to gain further access to your system. They can even unformatted a formatted disk after securely deleting file defrayment your drive using any popular disk utility.

In the early age of computing. Another type of pirating is also done by using. the electromagnetic emissions that come from the monitors. One should encrypt sensitive data that sent over the Internet. The degree of security for computer connected Into Internet. The programmers soon learn how to interpret the different sound frequencies to determine what was happening in their program. The internal clock speed of the computer would oscillate like the radio stations. and keeping hard” Yare secure. Every one should take the basic measures of creating secure passwords. Such programs are available in software archives throughout the Internet. This ensures that magnetic particles are mixed several times so that traces of data are not readable. depends upon the requirements and cost. The basic measures should be enough to cover the average security standards for the company. So they could hear the programming sequence running on the computer. more sophisticated security measures should be implemented. 230 ANNA UNIVERSITY CHENNAI . programmers could debug programs by turning on a radio and placing it near the computer.DBA 1727 NOTES programs like the Defense Departments recommended secure delete program. the companies are vulnerable those are involved in national security or those that have such companies as clients. not leaving printouts laying around. such programs first write repeating sequences of bits to each bit within the file. But monitor the system in. regular intervals. If security breaches are encounter. Before marking the file as deleted. A type of technology and research called TEMPEST is available that can reverse this electromagnetic radiation into a reasonable reproduction of the original information. Particularly.

Since an automatic teller machine is much cheaper than a group of bank tellers. ATM’s are also used for EFT’s. Since all the transaction is done automatically and electronically.3. It is used by employers for depositing their employees’ salary in a bank account. it migrated itself to computers and became the electronic money transfers of today. and with the help of telegraphs. For example. The benefit is that you won’t have to go to the bank to do it. the electronic funds transfer act was implemented. Finally. Since it is affected by financial fraud.3. Its use has become widespread with the arrival of personal computers. improved cryptography and the Internet. Points of sale (also known as POS) are also part of this group. it has helped to bring costs down and beneficiate the costumer.E-COMMERCE TECHNOLOGY AND MANAGEMENT 4.3 Advantages of EFT: The main advantage of an electronic funds transfer is time. the bank doesn’t need to pay a person to do it. 4. This federal law protects the consumer in case a problem arises at the moment of the transaction. Those little blue or dark blue machines in which you pass your card are doing an electronic fund transfer from your account to the retail account.1 What is EFT? An electronic funds transfer (also known as EFT) is a system for transferring money from one bank to another without using paper money. cheap networks. Since the 19th century. funds transfers were an usual thing in commercial transactions.3. It’s automatic. when you are paying a mortgage.2 Where do we find EFT? One of the most common EFT’s is Direct Deposit. Other kind of EFT is the automatic charge to your check or savings account. the bank will discharge the monthly payment from a pre-accorded bank account. 4. The history electronic funds transfer originated from the common funds transfer of the past. a 231 NOTES ANNA UNIVERSITY CHENNAI .3 ELECTRONIC FUNDS TRANSFER 4.

the cost of the transport. but are not limited to:    Preauthorized credits. which brings an up to date cash flow. You won’t hear either about lost checks causes by the inefficiency of normal mail (nowadays known as snail mail for its velocity compared to emails) and up to date bookkeeping.DBA 1727 NOTES person to drive the loans to the other bank. You may make arrangements for certain direct deposits to be accepted into your checking or savings account(s). or via some other method) to trusted third parties whom you have authorized to initiate these electronic funds transfers. the transaction will require you to provide the third party with your account number and bank information. EFT’s have revolutionized modern banking. Other benefit is immediate payment. Thus.4 Electronic Funds Transfers Initiated By Third Parties. These transfers may use the Automated Clearinghouse (ACH) or other payments network. insurance and the gas of the transport. Preauthorized payments. Electronic returned check charge. In some cases. Some merchants or service providers will initiate an electronic funds transfer to collect a charge in the event a check is returned for insufficient funds. 4. 232 ANNA UNIVERSITY CHENNAI  . In all cases. the Internet. you should only provide your bank and account information (whether over the phone. You may make arrangements to pay certain recurring bills from your checking account(s). your authorization can occur when the merchant posts a sign informing you of their policy. or when you provide your check by other means such as by mail or drop box. This may occur at the point of purchase.3. This information can be found on your check as well as on a deposit or withdrawal slip. Electronic check conversion. the cost of the maintenance of the transport. You may authorize a third party to initiate electronic funds transfers between your account and the third party’s account. You may provide your check to a merchant or service provider who will scan the check for the encoded bank and account information. Your authorization to the third party to make these transfers can occur in a number of ways. The merchant or service provider will then use this information to convert the transaction into an electronic funds transfer. These transfers to make or receive payment may be one-time occurrences or may recur as directed by you. Examples of these transfers include.

which is disclosed to institutions that issue MasterCard cards. ATM Transfers – types of transfers and dollar limitations – You may access your account(s) by ATM using your MasterMoney®  card and personal identification number to:     make deposits to checking account(s) with a check card get cash withdrawals from checking with a check card transfer funds from checking to money market account(s) with a check card get information about the account balance of your checking account(s) with a check card. Advisory Against Illegal Use. NOTES Some of these services may not be available at all terminals. increased by an adjustment factor established from time to time by MasterCard International. the conversion rate used by MasterCard International to determine the transaction amount in US dollars for such transactions is generally either a government mandated rate or a wholesale rate determined by MasterCard International for the processing cycle in which the transaction is processed . Currency Conversion. The currency conversion rate used by MasterCard International on the processing date may differ from the rate that would have been used on the purchase date or cardholder statement posting date. MasterCard International Incorporated will convert the charge into a US dollar amount. If you effect a transaction with your MasterMoney® Card in a currency other than US Dollars. 233 ANNA UNIVERSITY CHENNAI . for example an online merchant does not necessarily meant that transactions are lawful in all jurisdictions in which the cardholder may be located. MasterCard International will use its currency conversion procedure. Display of a payment card logo by.E-COMMERCE TECHNOLOGY AND MANAGEMENT Limitations on frequency of transfers section regarding limitations that apply to savings accounts. Currently. You agree not to use your card(s) for illegal gambling or other illegal purpose.

draft. there are other limits on the number of transfers and dollar amount you can make by check card. telephone. automatic. we will be liable for your losses or damages. We will not be liable. there are some exceptions.DBA 1727 NOTES Computer Transfer – types of transfers – You may access your account(s) by computer through the internet by logging onto our website at firststarbank. and a secure web browser. or computer transfer are limited to six per month with no more than three by check. the following limitations apply:  Transfers from a money market account to another account or to third parties by preauthorized. However. if any. For security reasons.  FINANCIAL INSTITUTION’S LIABILITY       Liability for failure to make transfers. your password. to:            transfer funds from checking to checking transfer funds from checking to money market transfer funds from money market to checking transfer funds from money market to money market transfer funds from line of credit to checking transfer funds from line of credit to money market make payments from checking to third parties make payments from checking or money market to loan account(s) with us get information about: the account balance of checking account(s) the account balance of money market account(s) Limitations on frequency of transfers.com and using your user identification number. or similar order to third parties. If we do not complete a transfer to or from your account on time or in the correct amount according to our agreement with you. for instance: 234 ANNA UNIVERSITY CHENNAI . In addition to those limitations on transfers elsewhere described.

(4)       If the terminal or system was not working properly and you knew about the breakdown when you started the transfer. the ability to create multiple search mechanisms to assist in locating information. or in order to comply with government agency or court orders. such as credit bureau or merchant. up to the minute information about a wide range of products over the Internet. Product managers can update information in the database and immediately broadcast the changes throughout the enterprise. an intelligent electronic catalog that connects sales representatives and customers to a company’s most current product and service information. through no fault of ours. and complementary products. (6)       There may be other exceptions stated in our agreement with you.5 Online Catalogs Online catalogs provide easy access to product information. or as explained in the separate Privacy Disclosure. For assisted selling. (2)       If you have an overdraft line and the transfer would go over the credit limit. you do not have enough money in your account to make the transfer.3. NOTES 4. CONFIDENTIALITY We will disclose information to third parties about your account or the transfers you make: (1) (2) (3) (4) where it is necessary for completing transfers.E-COMMERCE TECHNOLOGY AND MANAGEMENT (1)       If. Consumers are benefited because they are able to obtain detailed. and the ability to alert sales representatives and customers to bundled products and services. despite reasonable precautions that we have taken. 235 ANNA UNIVERSITY CHENNAI . (5)       If circumstances beyond our control (such as fire or flood) prevent the transfer. Some critical requirements of any marketing encyclopedia are the ability to easily create and maintain a repository of product information. a valuable tool is a marketing encyclopedia. It provides a single point of entry for harnessing and distributing all product information. or in order to verify the existence and condition of your account for a third party. promotions. without having to endure the inconvenience of visiting a showroom. (3)       If the automated teller machine where you are making the transfer does not have enough cash.

As a result much of the information is discarded and processed in a sub optimal manner. just as assistants can. The growth of the Internet and correspondingly the vast amount of Information it holds.3. 236 ANNA UNIVERSITY CHENNAI .DBA 1727 NOTES 4. In addition to making recommendations to the user. This causes a problem of locating the relevant information. automate repetitive tasks. Agents can. the agents can also make decisions and perform actions based on those decisions. One typical use of the intelligent agent may be found in the exploration of data on the Internet. Intelligent agents work by allowing people to delegate work that they could have done.6 Intelligent Agents The Intelligent agent is software that assists people and acts on their behalf. In times to come it is hoped that agent technology can enhance the feature of electronic commerce by efficiently matching buyers and sellers. learn from the user and even make recommendations to the user. The agent technology may help the user by helping the user get around this problem. The Internet can be viewed as a large distributed Information resource. remember things the user might have forgotten. with connecting systems that are designed and implemented by many different organizations with various goals and agendas. intelligently summarize complex data. presents a problem to the users-information overload. to the agent software.

. not have actions performed by other agents. to adapt and to take initiative. the deposit required may be significantly less than the required credit limit. In the case of credit cards.2 Secured credit cards A secured credit card is a type of credit card secured by a deposit account owned by the cardholder.4. the cardholder must deposit between 100% and 200% of the total amount of credit desired. and can be as low as 10% of the 237 NOTES ANNA UNIVERSITY CHENNAI . 500–Rs. Respond: Agents should perceive and respond to their environments. 4. Thus if the cardholder puts down Rs. that is actions performed without the need for direct human intervention or intervention by other agents. intelligence and mobility. In these cases. but the agent itself decides whether to approve and allow the action. Other agents can request actions. i. 3. 4. credit card issuers will offer incentives even on their secured card portfolios. The agents should have control over the actions performed within its system.E-COMMERCE TECHNOLOGY AND MANAGEMENT Intelligent Agent Computing Agent Three primary dimensions of the agents have been defined: agency. A credit card is different from a debit card in that it does not remove money from the user’s account after every transaction. Typically. In some cases.e. 1. Agency: The degree of autonomous action that can me taken. 1000. Intelligence: The extent to which an agent can understand its own internal state and its external environment. It is also different from a charge card (though this name is sometimes used by the public to describe credit cards). he or she will be given credit in the range of Rs.4 CREDIT CARD BASED-ELECTRONIC PAYMENT SYSTEM 4. the issuer lends money to the consumer (or the user) to be paid to the merchant. which requires the balance to be paid in full each month. 2. The level of intelligence is further classified according to its ability to respond.1 What is credit card? A credit card is a system of payment named after the small plastic card issued to users of the system.4. 1000.

but should he or she default on a payment. (for example. The cardholder of a secured credit card is still expected to make regular payments. for people in certain situations. Secured credit cards are available with both Visa and MasterCard logos on them.4. and could result in a balance which is much higher than the actual credit limit on the card. however.DBA 1727 NOTES desired credit limit.2. secured cards can often be less expensive in total cost than unsecured credit cards. The advantage of the secured card for an individual with negative or no credit history is that most companies report regularly to the major credit bureaus. Credit card issuers offer this as they have noticed that delinquencies were notably reduced when the customer perceives he has something to lose if he doesn’t repay his balance. This deposit is held in a special savings account. This means that whenever a person other than the card owner reads the number. Although the deposit is in the hands of the credit card issuer as security in the event of default by the consumer. This allows for building of positive credit history. In these cases the total debt may far exceed the original deposit and the cardholder not only forfeits their deposit but is left with an additional debt. Usually the deposit is only used as an offset when the account is closed. as he or she would with a regular credit card. They are often offered as a means of rebuilding one’s credit. the card issuer has the option of recovering the cost of the purchases paid to the merchants out of the deposit. either at the request of the customer or due to severe delinquency (150 to 180 days). the deposit will not be debited simply for missing one or two payments. This means that an account which is less than 150 days delinquent will continue to accrue interest and fees.1 Security Overview Credit card security is based on privacy of the actual credit card number. even including the security deposit. security is 238 ANNA UNIVERSITY CHENNAI . 4. Fees and service charges for secured credit cards often exceed those charged for ordinary non-secured credit cards. Secured credit cards are an option to allow a person with a poor credit history or no credit history to have a credit card which might not otherwise be available. Most of these conditions are usually described in a cardholder agreement which the cardholder signs when their account is opened. after charging off on other credit cards. or people with a long history of delinquency on various forms of debt).

The next nine digits are the individual account number. but then the delivery address will be recorded. and require a signature.4. is the sequence of digits at the beginning of the number that determine the bank to which a credit card number belongs. Since this happens most of the time when a transaction is made. credit cards also carry issue and expiration dates (given to the nearest month).4. The interest on cash advances is commonly charged from the date the withdrawal is made. security is low. However. The card number’s prefix. Some merchants will accept a credit card number for in-store purchases. and if this is done quickly. Merchants will often accept credit card numbers without extra verification for mail order. For internet purchases. a user with access to just the number can only make certain types of transactions. so the thief must make sure he can have the goods delivered to an anonymous address (i.E-COMMERCE TECHNOLOGY AND MANAGEMENT potentially compromised. Not all credit cards have the same sets of extra codes nor do they use the same number of digits. which requires that the thief have access to the card.3 Credit cards in ATMs Many credit cards can also be used in an ATM to withdraw money against the credit limit extended to the card but many card issuers charge interest on cash advances before they do so on purchases. even if the ATM belongs to the same bank as the 239 NOTES ANNA UNIVERSITY CHENNAI . a stolen card can be cancelled.e. there is sometimes the same level of security as for mail order (number only) hence requiring only that the fraudster take care about collecting the goods. not his own) and collect them without being detected. 4. as well as extra codes such as issue numbers and security codes. and the final digit is a validity check code. Many card issuers levy a commission for cash withdrawals. In addition to the main credit card number. rather than the monthly billing date. 4.2 Credit card numbering The numbers found on credit cards have a certain amount of internal structure. called the Bank Identification Number. Thus. no fraud can take place in this way. whereupon access to the number allows easy fraud.2. but often there are additional measures. This is the first six digits for MasterCard and Visa cards. but many require the card itself to be present. and share a common numbering scheme. The main one is to require a security PIN with the card.

Merchants do not offer cash back on credit card transactions because they would pay a percentage commission of the additional cash amount to their bank or merchant services provider. The low level of security inherent in the design of the Internet makes this method problematic (any snooper can read a credit card number. many consumers have large cash balances. Such cost would prohibit low-value payments (micro payments) by adding costs to the transactions. Authentication is also a significant problem.4. It would make sense to encrypt your credit card details before sending them out. one credit card transaction for the total accumulated amount is completed. and the vendor is usually responsible to ensure that the person using the credit card is its owner. Payments using plain credit card details. Many credit card companies will also. even if they pay off their statement balance each month. thereby making it uneconomical. 3. One would be the cost of a credit card transaction itself. do so at the end of a billing cycle. Without encryption there is no way to do this. which have no grace period and incur interest at a rate that is (usually) higher than the purchase rate. For this reason.DBA 1727 NOTES card issuer. and will carry those balances for years. The easiest method of payment is the exchange of unencrypted credit cards over a public network such as telephone lines or the Internet. 4. 2. when applying payments to a card. Payments using third-party verification. and apply those payments to everything before cash advances. 240 ANNA UNIVERSITY CHENNAI . and programs can be created to scan the Internet traffic for credit card numbers and send the numbers to its master). but even then there are certain factors to consider.4 Credit Card payment-online networks We can break credit card payment on on-line networks into three basic categories: 1. After a certain period of time. One solution to security and verification problems is the introduction of a third party: a company that collects and approves payments from one client to another. Payments using encrypted credit card details.

because he doesn’t have access to the consumer’s key.5(a) Nobody can cheat this system. because he signed it (as in everyday life). a thief would have to get access to both a consumer’s encrypted secret key and password. which will bill the consumer for Y dollars and give the same amount (less a fee) to X. The public key is sent to the credit card company and put on its public key server. because the consumer included the precise time in the message. The vendor will then sign the message with its own secret key and send it to the credit card company. The merchant validates the customer’s identity as the owner of the cred-it card account. I am paying Y dollars to X for item Z. To steal a credit card. In this scheme. He can’t submit the same charge twice. bank for authorization approval.E-COMMERCE TECHNOLOGY AND MANAGEMENT 4. The consumer can’t claim that he didn’t agree to the transaction. To become useful.4. A customer presents his or her credit card information (along with an authenticity signature or other information such as mother’s maiden name) securely to the merchant. and the unencrypted version is erased. such as non refutability. does not meet important requirements for an adequate financial system. The vendor can’t invent fake charges. 5. The merchant relays the credit card charge information and signature to its bank or on-line credit card processors.4. 4.5 Encryption and Credit Cards Encryption is instantiated when credit card information is entered into a browser or other electronic commerce device and sent securely over the net-work from buyer to seller as an encrypted message.” then the consumer uses his or her password to sign the message with the public key. The secret key is re-encrypted with a password.4. ‘It is now time T. 3. services. NOTES 2. The customer’s bank returns the credit card data. however. This practice. each consumer and each vendor generates a public key and a secret key. the following sequence of steps must occur before actual goods. the consumer sends vendor X the message. To buy something from vendor X. and authorization to the merchant. To make a credit card transaction truly secure and non-refutable. speed. The bank or processing party relays the information tot the customer’s. privacy. and security. credit Card systems will have to develop distributed key 241 ANNA UNIVERSITY CHENNAI . charge authentication. (See Fig. or funds flow: 1. The credit card company sends the consumer a credit card number and a credit limit. safety.

Merchants get paid for the credit card drafts that they submit to the credit card company. a con-centrated attack on these sites could bring the system to a halt. Consumers pay either by flat fee or individual transaction charges for this service. Support for Privacy Enhanced Mail (PEM) and Pretty Good Privacy (PGP) encryption has been built into several browsers.4. Otherwise.6 Advantages and Disadvantage of credit cards: Consumers use credit cards by presenting them for payment and then paying an aggregate bill once a month. Figure 4. Businesses get charged a transaction charge ranging from 1 percent to 3 percent for each draft submitted. Now any vendor can create a secure system that accepts credit card numbers in about an hour.4. 242 ANNA UNIVERSITY CHENNAI .5(a) Processing payments using encrypted credit cards 4.DBA 1727 NOTES servers and card checkers. Both of these schemes can be substantially bolstered with the addition of encryption to defeat snooping attacks.

In general.. Speed will have design and cost implications. an information provider might charge for partial delivery of a file (the user may have abandoned the session after reading part of the file). Disputes may arise because different services may have different policies. Buyers can sometimes dispute a charge retroactively and have the credit card company act on their behalf. Record keeping with credit cards is one of the features consumers value most because of disputes and mistakes in billing. The user must feel confident that the supporting payment 243 NOTES     ANNA UNIVERSITY CHENNAI . If the customer wants a report (or even a digital airline ticket). If there is a lapse in time between the charging and the delivery of goods or services (for example. and credit card companies do in fact compile valuable data about spending habits. the customer verification process is simple because it does not have to be done in real time. Hence. unless the authorization request is denied. computing power. The cause of interrupted delivery needs to be considered in resolving disputes (e. all the relaying and authorizations can occur after the customer-merchant transaction is completed. For example. available at every server. The infrastructure supporting the exchange must be reliable. as research has show that on-line users get very impatient and typically wait for 20 seconds before pursuing other actions. In fact. and a movie distributor might charge depending on how much of the video had been downloaded. however. on-line credit card users must find the process to be accessible. and fast. intentional customer action versus a problem in the network or provider’s equipment). Encryption and transaction speed must be balanced. many message relays and authorizations take place in real time while the customer waits. Such exchanges may require many sequence-specific operations such as staged encryption and decrying and exchanges of cryptographic keys. which would be downloaded into a PC or other information appliance immediately at the time of purchase. The complexity of credit card processing takes place in the verification phase. as it is a function of network capabilities. when an airline ticket is purchased well in advance of the date of travel). Sellers are ensured that they will be paid for all their sales—they needn’t worry about fraud.E-COMMERCE TECHNOLOGY AND MANAGEMENT  Credit cards have advantages over checks in that the credit card company assumes a larger share of financial risk for both buyer and seller in a transaction. One disadvantage to credit cards is that their transactions are not anonymous.g. however. implementing payment policies will be simpler when payment is made by credit rather than with cash. simple. and the specific form of the transaction. a potential bottleneck.

and electronic payment on the Internet can have a substantial effect on transaction processing in the “real” (non 244 ANNA UNIVERSITY CHENNAI .7 Infrastructure for On-Line Credit Card Processing Competition among these players is based on service quality. What exactly is at stake here? A lot. and the reluctance of merchants to change processors.DBA 1727 NOTES infrastructure will be available on demand and that the system will operate reasonably well regardless of component failures or system load conditions. 4. This could be extremely profitable. and reliability. Many companies are developing advanced electronic services for home-based financial transactions. banking is receiving a jarring message: Get wired or lose customers. Microsoft. mostly unsuccessfully. customer support. price. Many banks are concerned about this prospect and view it as an encroachment on their turf. and software companies are increasingly allying with banks to sell home banking. In the emerging world of ecommerce. After years of dabbling. Most third-party processors market their services directly to large regional or national merchants rather than through financial institutions or independent sales organizations . processing system speed.” They know all too well that ecommerce transaction architectures (similar to MS-DOS or Windows) on which other e-commerce applications are developed will be very profitable. If they wait for a clear path to emerge. The traditional roles are most definitely being reshuffled. and other companies understand that they have to do something. with remote banking. ongoing expenses related to establishing and maintaining an electronic transaction processing network.4. much as banks do today with ATMs. VISA. the companies that own the transaction infrastructure will be able to charge a fee. Eventually.. it will be “too little too late. the ability to obtain competitively priced access to an existing network. the goal would be to offer everything from mutual funds to brokerage services over the network. The builders and providers of this infrastructure are aware of customer requirements and are in fierce competition to fulfill those needs. Barriers to entry include (1) (2) (3) (4) large initial capital requirements.

Although a segment of the payment-making public will always desire 245 ANNA UNIVERSITY CHENNAI . banks processed 90 percent of all bank card transactions. trans-action processing services account. created without any explicit effort by the transaction parties. The record feature is an after-the-fact transcription of what happened. or monetary authorities. banks could become mere homes for deposits.4. for obvious reasons. this is no problem for electronic systems. 4.8 Risks from Mistake and Disputes: Consumer Protection Virtually all electronic payment systems need some ability to keep automatic records. 70 percent of those transactions are processed by nonbanks such as First Data Resources. a general law of payment dynamics and banking technology might be: No data need ever be discarded. old or blocked accounts are never purged and old transaction histories can be kept forever on magnetic tape. According to some estimates. NOTES The need for record keeping for purposes of risk management conflicts with the transaction anonymity of cash. a payment system database. Even more worrisome. One can say that anonymity exists today only because cash is a very old concept. Why banks are on the defensive is obvious if we look at banking in the last ten years. for as much as 25 percent of non interest income for banks. Once information has been captured electronically. such as VISA and MasterCard. invented long before the computer and networks gave us the ability to track everything. Features of these automatic records include (1) (2) (3) (4) permanent storage. Given the intangible nature of electronic transactions and dispute resolution relying solely on records. For example. banks could lose the all-important direct link to be the customer’s primary provider of financial services that lets them hawk profitable services. and data transfer to payment maker. it is easy and inexpensive to keep (it might even cost more to throw it away than to keep it). not the providers of lucrative value-added services. so banks clearly stand to lose business. From a technical standpoint. The effect of electronic commerce on the banking industry has been one of total confusion. To be fair.E-COMMERCE TECHNOLOGY AND MANAGEMENT electronic) world. bank. A decade ago. in many transaction processing systems. Credit and debit cards have them and even the paper-based check creates an automatic record. Today. If software companies and other interlopers become electronic toll-takers. things are happening so fast in this area that it’s hard to keep up with it all. accessibility and traceability.

Users must be assured that knowledge of transactions will be confidential. The anonymity issue raises the question: Can electronic payments hap-pen without an automatic record feature? Many recent payment systems seem to be ambivalent on this point.DBA 1727 NOTES transaction anonymity. and/or money laundering possibilities exist. However. This collection of data tells much about the person and as such can conflict with the individual’s right to privacy. machines. For instance. many believe that anonymity runs counter to the public welfare because too many tax. thus allowing for additional protection against loss or theft. each transaction would have to be reported. subscribes to a magazine or accesses a server. smuggling. Furthermore. The next risk involved is the privacy of the customer making a purchase. when. the balance on any smart card could be reconstructed after the fact. a database somewhere. all these records can be linked so that they constitute in effect a single dossier. anonymity is an issue that will have to be addressed through regulation covering consumer protection in electronic transactions. Managing Information Privacy The electronic payment system must ensure and maintain privacy. This protection must apply throughout the 246 ANNA UNIVERSITY CHENNAI . customers might feel that all this record keeping is an invasion of privacy resulting in slower than expected adoption of electronic payment systems. but its electronic wallets are designed to hold automatic records of the card’s last twenty transactions with a statement built in. swindled. There is considerable debate on this point. An anonymous payment system without automatic record keeping will be difficult for bankers and governments to accept. limited only to the parties involved and their designated agents (if any). that information goes into. Obviously. This dossier would reflect what items were bought and where and when. This violates one the unspoken laws of doing business: that the privacy of customers should be protected as much as possible. The users must be assured that they cannot be easily duped. and sometimes what the consumer buys is stored. the card-reading terminals. All details of a consumer’s payments can be easily be aggregated: Where.Privacy must be maintained against eavesdroppers on the network and against unauthorized insiders. or telephones could all maintain records of all transactions and they probably ultimately will. the Mondex electronic purse touts equivalence with cash. Were the regulation to apply. In sum. With these records. or falsely implicated in a fraudulent transaction. This would certainly add some value versus cash. meaning it would appear on an account statement making mistakes and disputes easier to resolve. Every time one purchases goods using a credit card.

the conditions and terms for extending liquidity to banks in connection with settlement. however. 4. at least internally. The transaction is authorized and processed and the customer verifies the transaction either by entering a PIN or. acting as the ATM card for withdrawing cash and as a check guarantee card. Depending on the store or merchant. Various alternatives exist. The digital central bank must develop policies to deal with this possibility. Managing Credit Risk Credit or systemic risk is a major concern in net settlement systems because a bank’s failure to settle its net position could lead to a chain reaction of bank failures. In some countries the debit card is multipurpose. or they may hand it to the merchant who will do so.E-COMMERCE TECHNOLOGY AND MANAGEMENT whole transaction protocol by which a good or service is purchased and delivered. for many types of transactions. Merchants can also offer “cashback”/ 247 NOTES ANNA UNIVERSITY CHENNAI . occasionally. it must define.5 Debit card based-Electronic Payment System 4. Despite cost and efficiency gains. Physically the card is an ISO 7810 card like a credit card. If the central bank does not guarantee settlement.1 What is a debit card? A debit card (also known as a gift card) is a plastic card which provides an alternative payment method to cash when making purchases. setting controls on bank exposures (bilateral or multilateral) and requiring collateral. many hurdles remain to the spread of electronic payment systems. trusted third-party agents will be needed to vouch for the authenticity and good faith of the involved parties. the customer may swipe or insert their card into the terminal. Without such guarantees the development of clearing and settlement systems and money markets-may be impeded.. by signing a sales receipt. or from the remaining balance on the card. its functionality is more similar to writing a cheque as the funds are withdrawn directly from either the cardholder’s bank account (often referred to as a check card). A middle road is also possible.5. for example. A digital central bank guarantee on settlement removes the insolvency test from the system because banks will more readily assume credit risks from other banks. each with advantages and disadvantages. This implies that.

2. The use of debit cards has become wide-spread in many countries and has overtaken the check. The need for cross-border compatibility and the advent of the euro recently led to many of these card networks (such as Switzerland’s “EC direkt”. Like credit cards. Magnetic stripe Signature strip Card Security Code Although many debit cards are of the Visa or MasterCard brand. “EC electronic cash” (formerly Eurocheck) in Germany and EFTPOS cards in Australia and New Zealand. 3. The gold contact pads on the card enable electronic access to the chip. 7. An example of the front of a typical debit card: 1. 2. where a customer can withdraw cash along with their purchase. 5. 3. each accepted only within a particular country or region. for example Switch (now: Maestro) and Solo in the United Kingdom. 4.5. The 3 by 5 mm security chip embedded in the card is shown enlarged in the inset. Carte Bleue in France. 6.DBA 1727 NOTES ”cashout” facilities to customers. there are many other types of debit card. Issuing bank logo EMV chip Hologram Card number Card brand logo Expiry date Cardholder’s name An example of the reverse side of a typical debit card: 1. Laser in Ireland. 4.2 Types of debit card A Finnish smart card. and in some instances cash transactions by volume. debit cards are used widely for telephone and Internet purchases. Austria’s “Bankomatkasse” and Switch in the United Kingdom) being rebranded 248 ANNA UNIVERSITY CHENNAI .

they are often referred to at point of sale as “debit” and “credit” respectively. although this is becoming commonplace for all card transactions in many countries. Switch and Solo in the UK. etc.). branded to McDonalds. One difficulty in using online debit cards is the necessity of an electronic authorization device at the point of sale (POS) and sometimes also a separate PINpad to enter the PIN.g. Online debit (“PIN debit” or “debit”) Online debit cards require electronic authorization of every transaction and the debits are reflected in the user’s account immediately. EC cards in Germany. The use of a debit card system allows operators to package their product more effectively while monitoring customer spending. An example of one of these systems is ECS by Embed International. Some debit cards are dual branded with the logo of the (former) national card as well as Maestro (e. Laser cards in Ireland. which alleviates problems with processing lag on transactions that may have been forgotten or not authorized by the owner of the card. Pinpas cards in the Netherlands. essentially becoming enhanced automatic teller machine (ATM) cards. bowling centers and theme parks.3 Online and offline debit transactions Typical debit card transaction machine. The transaction may be additionally secured with the personal identification number (PIN) authentication system and some online cards require such authentication for every transaction. In some countries including the United States and Australia.5. NOTES 249 ANNA UNIVERSITY CHENNAI . such as Canada and Brazil. even though in either case the user’s bank account is debited and no credit is involved. which is part of the MasterCard brand. There are currently two ways that debit card transactions are processed: online debit (also known as PIN debit) and offline debit (also known as signature debit). Bancontact cards in Belgium. 4. Debit card systems have become popular in video arcades. Banks in some countries.E-COMMERCE TECHNOLOGY AND MANAGEMENT with the internationally recognised Maestro logo. the online debit card is generally viewed as superior to the offline debit card because of its more secure authentication system and live status. Overall. only issue online debit cards.

in which case they can be used with a forged signature. which charges higher fees and interest rates when a cash advance is obtained. and bypassing the requirement to pay a credit card bill at a later date. or being charged interest. as well as a maximum limit equal to the amount currently deposited in the current/checking account from which it draws funds.     250 ANNA UNIVERSITY CHENNAI . have revealed numerous advantages and disadvantages to the consumer and retailer alike. since users are rarely required to present identification. Check cards debit funds from the user’s account on the spot. Advantages are as follows:  A consumer who is not credit worthy and may find it difficult or impossible to obtain a credit card can more easily obtain a debit card. but not the United States) and are used at point of sale like a credit card. 4. Maestro in the United Kingdom and other countries.5. other than a foreign ATM fee. Visa or MasterCard) or major debit cards (e. Offline debit cards in the United States and some other countries are not compatible with the PIN system. or to write an insecure check containing the account holder’s personal information. allowing him/her to make plastic transactions. or fees exclusive to credit cards. Use of a debit card is limited to the existing funds in the account to which it is linked.g. For most transactions. Like credit cards. merchants generally do not believe that a payment via a debit card may be later dishonored.g.DBA 1727 NOTES Offline debit (“signature debit” or “credit”) Offline debit cards have the logos of major credit cards (e.4 Advantages and Disadvantages Debit and check cards. Unlike personal checks. thereby finalizing the transaction at the time of purchase. a check card can be used to avoid check writing altogether. Transactions conducted with offline debit cards usually require 2-3 days to be reflected on users’ account balances. Unlike a credit card. late fees. thereby making transactions quicker and less intrusive. debit cards are accepted by merchants with less identification and scrutiny than personal checks. This type of debit card may be subject to a daily limit. thereby preventing the consumer from racking up debt as a result of its use. as they have become widespread. a debit card may be used to obtain cash from an ATM or a PIN-based transaction at no extra charge.

or who has otherwise been treated unfairly by the merchant. But when a debit purchase is made. payee name. over-the-limit. While debit cards bearing the logo of a major credit card are accepted for virtually all transactions where an equivalent credit card is taken. may be dishonored. and therefore. Until the hold is released. the bank’s money is being spent. lodging. any other transactions presented to the account. Debit cards offer lower levels of security protection than credit cards. Car rental agencies require an actual credit card to be used. and dollar and cent amount. without agreement as to date.  For certain types of purchases. and such a credit check may actually hurt one’s credit score. NOTES     251 ANNA UNIVERSITY CHENNAI . and even attempted but refused transactions by the merchant (some of which may not even be known by the client). such as gasoline. the bank may place a hold on funds much greater than the actual purchase for a fixed period of time. or at the very least. or may be paid at the expense of an overdraft fee if the account lacks any additional funds to pay those items.E-COMMERCE TECHNOLOGY AND MANAGEMENT The debit card has many disadvantages as opposed to cash or credit:  Some banks are now charging over-limit fees or non-sufficient funds fees based upon pre-authorizations. The bank may fight to void the charges of a consumer who is dissatisfied with a purchase. or car rental. amounts not available causing further rejections or overdrafts. and the bank has little if any motivation to collect the funds. will verify the creditworthiness of the renter using a debit card. These companies will deny a rental to anyone who does not fit the requirements. Many merchants mistakenly believe that amounts owed can be “taken” from a customer’s account after a debit card (or number) has been presented. the bank has a vested interest in claiming its money where there is fraud or a dispute. a major exception is at car rental facilities. Theft of the users PIN using skimming devices can be accomplished much easier with a PIN input than with a signature-based credit transaction. When a transaction is made using a credit card. the consumer has spent his/her own money. and rejected transactions by some banks. including checks. thus causing penalty fees for overdrafts.

The security/authentication aspects of digital checks are supported via digital signatures using public-key cryptography. and facilitating payment integration with widely used EDI-based electronic ordering and billing processes. electronic checks will facilitate new online services by: allowing new payment flows (the payee can verify funds availability at the payer’s bank). the payer’s bank.6 ELECTRONIC CHECKS 4.2 Benefits of Electronic Checks Electronic checks have the following advantages:  Electronic checks work in the same way as traditional checks. electronic checks can be easily understood and readily adopted. Ideally. Electronic checks are modelled on paper checks. thus simplifying customer education. Electronic check payments (deposits) are gathered by banks and cleared through existing banking channels.6. Electronic checks are delivered either by direct transmission using telephone lines. use digital signatures for signing and endorsing. such as automated clearing houses (ACH) networks. enhancing security at each step of the transaction through automatic validation of the electronic signature by each party (payee and banks). E-checks:       contain the same information as paper checks contain are based on the same rich legal framework as paper checks can be linked with unlimited information and exchanged directly between parties can be used in any and all remote transactions where paper checks are used today enhance the functions and features provided by bank checking accounts expand on the usefulness of paper checks by providing value-added information 4. 252 ANNA UNIVERSITY CHENNAI . and bank account.DBA 1727 NOTES 4. By retaining the basic characteristics and flexibility of paper checks while enhancing the functionality. and require the use of digital certificates to authenticate the payer. or by public networks such as the Internet.6.1 E-Checks Electronic checks are designed to accommodate the many individuals and entities that might prefer to pay on credit or through some mechanism other than cash. except that they are initiated electronically.

Buyers must register with a third-party account server before they are able to write electronic checks. Firms can use electronic checks to complete payments over the networks in a more cost-effective manner than present alternatives. the buyer sends a check to the seller for a certain amount of money. The payee and the payee’s and payer’s banks can authenticate checks through the use of publickey certificates. To complete a transaction. Electronic checks can serve corporate markets.6. Electronic checks create float. since the contents of a check can be attached to the trading partner’s remittance information. such as ac-counts receivable. the conventional cryptography of electronic checks makes them easier to process than systems based on public-key cryptography (like digital cash). The third-party accounting server can earn revenue by charging the buyer or seller a transaction fee or a flat rate fee. the name of the financial institution. the payer’s account 253 ANNA UNIVERSITY CHENNAI . When deposited. Electronic check technology links public networks to the financial payments and bank clearing networks. a buyer can then contact sellers of goods and services. the check authorizes the transfer of account balances from the account against which the check was drawn to the account to which the check was deposited. The e-check method was deliberately created to work in much the same way as a conventional paper check. These checks may be sent using e-mail or other transport methods. Further.3 How do Electronic Check works? Electronic checks are another form of electronic tokens. the electronic check will easily integrate with EDI applications. or it can act as a bank and provide deposit accounts and make money from the deposit account pool. The account server also acts as a billing service. Digital signatures can also be validated automatically. leveraging the access of public net-works with the existing financial payments infrastructure. and the availability of float is an important requirement for commerce. They are designed to accommodate the many individuals and entities that might prefer to pay on credit or through some mechanism other than cash. Once registered.E-COMMERCE TECHNOLOGY AND MANAGEMENT   Electronic checks are well suited for clearing micro payments. An account holder will issue an electronic document that contains the name of the payer. The registration procedure can vary depending on the particular account server and may require a credit card or a bank account to back the checks. NOTES 4.

Properly signed and endorsed checks can be electronically exchanged between financial institutions through electronic clearinghouses. large and small. The specifics of the technology work in the following manner: On receiving the check. again like a paper check. with the institutions using these endorsed checks as tender to settle accounts. an e-check will need to be endorsed by the payee. Like a paper check. precisely as a large number of banks may wind up stamping the back of a check along its journey through the system. Most of the information is in uncoded form. or not appropriate  is the most secure payment instrument available today  provides rapid and secure settlement of financial obligations  can be used with existing checking accounts can be initiated from a variety of hardware platforms and software applications 254 ANNA UNIVERSITY CHENNAI .DBA 1727 NOTES number. using another electronic signature. the name of the payee and amount of the check. the seller presents it to the accounting server for verification and payment. information carrying capability reduces fraud losses for all parties automatic verification of content and validity traditional checking features such as stop payments and easy reconciliation enhanced capabilities such as effective dating The E-Check:  can be used by all account holders. but controlled.6. The accounting server verifies the digital signature on the check using any authentication scheme. 4. yet are safe enough to use on the Internet unlimited. A user’s digital “signature” is used to create one ticket-a checkwhich the seller’s digital “endorsement” transforms into another-an order to a bank computer for fund transfer. before the check can be paid. And. They offer:       the ability to conduct bank transactions. Subsequent endorsers add successive layers of information onto the tickets. an e-check will bear the digital equivalent of a signature: a computed number that authenticates the check as coming from the owner of the account.4 Why do we use e-checks? E-Checks have important new features. even where other electronic payment solutions are too risky.

This white paper briefly compares paper and echecks. cost. underlying technology. there are significant differences between echecks and home banking bill payments. to make payments at the retail point-of-sale. This white paper briefly compares the differences between SET and e-checks.6. business practices. based on five categories: usage. and although they have some of the characteristics of electronic payments.5 Comparison with other payment instruments E-Check and Paper Checks The electronic check (e-Check) is an all-electronic enhancement to the paper check and is based on current check law. and information richness. E-check and Automated Clearing House (ACH) Since electronic checks are debit transactions. E-check and Home Banking Home banking bill payments are convenient for consumers. or to obtain cash from ATMs.E-COMMERCE TECHNOLOGY AND MANAGEMENT 4. risk management. and allowance for errors. This white paper will briefly compare the differences between debit cards and e-checks. transaction authorization. E-checks and Debit cards Debit cards are used by individuals and to a far lesser extent by businesses. NOTES 255 ANNA UNIVERSITY CHENNAI . These differences are reviewed in five main categories: terminology. this white paper provides a high level comparison of some of the main differences between the ACH debit system and echecks. This white paper will briefly explore the differences between the two payment approaches. and risk management. E-check and Secure Electronic Transaction (SET) The SET protocol specifications were defined by the credit card industry to facilitate credit card purchases over the Internet.

4. use magnetic stripe technology or integrated circuit chips to store customer-specific information. and perform many other functions.7 STORED VALUE CARDS AND E-CASH 4.2 billion electronic fare collection transactions a year on subway and bus lines. These facilities serve four million customers each workday. store information. The full complement of 467 subway stations is expected to be operational by mid-1997. telephone customers. through its subsidiaries and affiliates.DBA 1727 NOTES 4. including electronic money. many state and federal governments are considering stored value cards as an efficient option for dispersing government entitlements. control access to accounts. By 1999. expedite customer transactions at the checkout counter.600 MTA buses became operational in 1996. the MTA began the operation of an automated fare-collection system based on a plastic card with a magnetic stripe. The MetroCard is either swiped through a card reader at subway stations or dipped into a fare box on buses where the fare is decremented. Institutions such as the MTA have made a considerable investment in the stored value card processing network. Smart cards offer clear benefits to both merchants and consumers. and retail customers. The MTA is the largest transportation agency in the United States and. also called stored value cards. operates the New York City subway and public bus system. They reduce cash-handling expenses and losses caused by fraud. In 1994. In addition. In spite of the many prototypes developed.7. and enhance consumer convenience and safety. vending customers. One successful use of stored value cards is by New York’s Metropolitan Transportation Authority (MTA). All 3. The management challenges created by smart card payment systems are formidable. and nine tolled intrastate bridges and tunnels. Other private sector institutions market stored value products to transit riders. university students.7. and to get a good return on investment must identify new and innovative ways to achieve additional operating efficiencies and value.1 Smart Cards Smart cards. the MTA anticipates more than 1. The cards can be used to purchase goods or services.2 Smart Cards and Electronic Payment Systems The enormous potential of electronic tokens is currently stunted by the lack of a widely accepted and secure means of transferring money on-line. the Long Island Railroad and Metro-North commuter rail systems. we are a long way from a universal payment system because 256 ANNA UNIVERSITY CHENNAI .

transportation/ and shopper loyalty programs. Japan. since a highly reliable and fairly inexpensive telecommunications system has favored the use of credit and debit cards. can store significantly greater amounts of data. and Singapore to pay for public phone calls.E-COMMERCE TECHNOLOGY AND MANAGEMENT merchants and banks have to be signed up and a means has to be developed to transfer money. thousands of would-be sellers of electronic commerce services have to pay one another and are actively looking for payment substitutes.1 Relationship-Based Smart Cards Financial institutions worldwide are developing new methods to maintain and expand their services to meet the needs of increasingly sophisticated and technically smart customers. These new services may include access to multiple financial accounts. at its current state of development. value-added marketing programs. by the year 2000. Smart cards are credit and debit cards and other card products enhanced with microprocessors capable of holding more information than the traditional magnetic stripe. In the meantime. or other information cardholders may want to store on their card. estimated to be 80 times more than a magnetic stripe. Industry observers have predicted that. 257 ANNA UNIVERSITY CHENNAI . The idea has taken longer to catch on in the United States.2. The chip. convenient. which replace money.7. are also known as debit cards and electronic money. Such a system moreover must be robust and capable of handling a large number of transactions and will require extensive testing and usage to iron out all the bugs. Smart cards have been in existence since the early 1980s and hold promise for secure transactions using existing infrastructure. as well as to meet the emerging payment needs of electronic commerce. and reliable. Smart cards are basically of two types:   Relationship-based smart credit cards Electronic purses. The smart card technology is widely used in countries such as France. One such substitute is the smart card. Electronic purses. one-half of all payment cards issued in the world will have embedded microprocessors rather than the simple magnetic stripe. A relationshipbased smart card is an enhancement of existing card ser-vices and/or the addition of new services that a financial institution delivers to its customers via a chip-based card or other device. Traditional credit cards are fast evolving into smart cards as consumers demand payment and financial services products that are user-friendly. NOTES 4. Germany.

including the following:    Access to multiple accounts.DBA 1727 NOTES The chip-based card is but one tool that will help alter mass marketing techniques to address each individual’s specific financial and personal requirements. retailers. build loyalty and retention.2. a personal digital assistant (PDA).” wallet-sized smart cards embedded with programmable microchips that store sums of money for people to use instead of cash for everything from buying food.7. credit. and airlines to offer frequent shopping and flyer programs and other services. 258 ANNA UNIVERSITY CHENNAI . or interactive TVs Companies are trying to incorporate these services into a personalized banking relationship for each customer. As with credit cards/banks may link up with health care providers. 4. Relationship-based products are expected to offer consumers far greater options. such as cash access. birth date. and actual purchase records. a personal computer. a screen phone. They can package financial and non financial services with valueadded programs to enhance convenience. on one card or an electronic device A variety of functions. This information will enable merchants to accurately track consumer behavior and develop promotional programs designed to increase shopper loyalty. There remains a need for a financial instrument to replace cash.2. offering a menu of services similar to those that come up on ATM screens. To meet this need. personal shopping preferences. to paying subway fares. such as debit. telephone companies. relationship-based cards are credit based and settlement occurs at the end of the billing cycle. Enhanced credit cards store cardholder information including name. credit card companies. such as an automated teller machine. or funds transfer for selected accounts Multiple access options at multiple locations using multiple device types. bill payment. and even government institutions are racing to introduce “electronic purses. and attract new customers. investments or stored value for e-cash. balance inquiry. to making photocopies. banks. Banks are also attempting to customize services on smart cards. The electronic purse works in the following manner. Electronic Purses and Debit Cards Despite their increasing flexibility.

For example. even after thirty years of developments in electronic payment systems. inefficient clearing and settlement of non-cash transactions. it can be used to pay for. cash is negotiable. A simple card reader would cost a merchant less than $200. While the technology has been available for a decade. from $5 to $10. the cards have been relatively expensive. at an ATM or through the use of an inexpensive special telephone. Although it may be surprising to some. Digital cash attempts to replace paper cash as the principal payment vehicle in online payments. NOTES These reasons behind the prevalent use of cash in business transactions indicate the need to re-engineer purchasing processes. electronic payment systems need to have some cash-like qualities that current credit and debit cards lack. In order to displace cash. by telephone and transferred to a bank account. say. This allows customers to pay for rides and calls with a prepaid card that “remembers” each transaction. And when the balance on an electronic purse is depleted. As for the vendor. 4. Today the cards cost $1. the value of the purchase is deducted from the balance on the card and added to an e-cash box in the vending machine. cash is still the most prevalent consumer payment instrument. meaning that it can be given or traded to someone else. The remaining balance on the card is displayed by the vending machine or can be checked at an ATM or with a balance-reading device. candy in a vending machine equipped with a card reader. and negative real interest rates on bank deposits. the receipts can be collected periodically in person—or. Electronic purses would virtually eliminate fumbling for change or small bills in a busy store or rush-hour toll booth. Cash remains the dominant form of payment for three reasons: o o o lack of consumer trust in the banking system. The vending machine need only verify that a card is authentic and there is enough money available for a chocolate bar. Cash 259 ANNA UNIVERSITY CHENNAI . and waiting for a credit card purchase to be approved. The versatility of digital cash opens up a host of new markets and applications. and special telephones that consumers could install at home to recharge the cards are projected to cost as little as $50.E-COMMERCE TECHNOLOGY AND MANAGEMENT After the purse is loaded with money.3 Electronic or Digital Cash Electronic or digital cash combines computerized convenience with security and privacy that improve on paper cash.7. the purse can be recharged with more money. more likely. In one second.

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is legal tender, meaning that the payee is obligated to take it. Cash is a bearer instrument, meaning that possession is proof of ownership. Cash can be held and used by anyone, even those without a bank account. Finally, cash places no risk on the part of the acceptor; the medium is always good. In comparison to cash, debit and credit cards have a number of limitations. First, credit and debit cards cannot be given away because, technically, they are identification cards owned by the issuer and restricted to one user. Credit and debit cards are not legal tender, given that merchants ‘have the right to refuse to accept them. Nor are credit and debit cards bearer instruments; their usage requires an account relationship and authorization system. Similarly, checks require either personal knowledge of the payer, or a check guarantee system. A really novel electronic payment method needs to do more than recreate the convenience that is offered by credit and debit cards; it needs to create a form of digital cash that has some of the proper-ties of cash. Properties of Electronic Cash o Digital cash must have a monetary value; it must be backed by cash (currency), bank-authorized credit, or a bank-certified cashier’s check. When digital cash created by one bank is accepted by others, reconciliation must occur without any problems. Without proper bank certification, digital cash carries the risk that when deposited, it might be returned for insufficient funds. Digital cash must be interoperable or exchangeable as payment for other digital cash, paper cash, goods or services, lines of credit, deposits in banking accounts, bank notes or obligations, electronic benefits transfers, and the like. Digital cash must be storable and retrievable. Remote storage and retrieval (such as via a telephone or personal communications device) would allow users to exchange digital cash (withdraw from and deposit into banking accounts) from home or office or while travelling. Digital cash should not be easy to copy or tamper with while it is being exchanged. It should be possible to prevent or detect duplication and doublespending of digital cash.







4.7.4 Using the Digital Currency Once the tokens are purchased, the e-cash software on the customer’s PC stores digital money undersigned by a bank. The user tan spend the digital-money of any shop accepting e-cash, without having to open an account there first or-having to transmit credit card numbers. As soon as the customer wants to make a payment, the software collects the necessary amount from the stored tokens. Two types of transactions are possible: bilateral and trilateral. Typically, transactions involving cash are bilateral or two-party (buyer and seller) transactions, whereby the merchant checks the veracity of the note’s digital signature by using the bank’s public key. If satisfied with the payment, the merchant stores the digital currency on his machine and deposits it later in the bank to redeem the face value of the note. Transactions involving financial instruments other than cash are usually trilateral or three-party (buyer, seller, and bank) transactions, whereby the “notes” are sent to the merchant, who immediately sends them directly to the digital bank. The bank verifies the validity of these “notes” and that they have not been spent before. The account of the merchant is credited. In this case, every “note” can be used only once. In many business situations, the bilateral transaction is not feasible because of the potential for double spending, which is equivalent to bouncing a check. Double spending becomes possible because it is very easy to make copies of the e-cash, forcing banks and merchants to take extra precautions. To uncover double spending, banks must compare the note passed to it by the merchant against a database of spent notes .Just as paper currency is identified with a unique serial number, digital cash can also be protected. The ability to detect double spending has to involve some form of registration so that all “notes” issued globally can be uniquely identified. However, this method of matching notes with a central registry has problems in the on-line world. For most systems, which handle high volumes of micro payments, this method would simply be too expensive. In addition, the problem of double spending means that banks have to carry added overhead because of the constant checking and auditing logs. (fig 4.7.4(a)) Double spending would not be a major problem if the need for anonymity were relaxed. In such situations, when the consumer is issued a bank note, it is issued to that person’s unique license. When he or she gives it to some-body else, it is transferred specifically to that other person’s license. Each time the money changes hands, the old owner adds a tiny bit of information to the bank note based on the bank note’s serial number and his or her license. If somebody attempts to spend money twice, the bank will



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now be able to use the two bank notes to determine who the cheater is. Even if the bank notes pass through many different people’s hands, whoever cheated will get caught, and none of the other people will ever have to know. The downside is that the bank can tell precisely what your buying habits are since it can check the numbers on the e-cash and the various merchant accounts that are being credited. Many people would feel uncomfortable letting others know this personal information.

Figure 4.7.4(a) Detection of double spending




4.7.5 Drawback of E-cash One drawback of e-cash is its inability to be easily divided into smaller amounts. It is often necessary to get small denomination change in business transactions. A number of variations have been developed for dealing with the “change” problem. For the bank to issue users with enough separate electronic “coins” of various denominations would be cumbersome in communication and storage. So would a method that required payees to return extra change. To sidestep such costs, customers are issued a single number called an “open check” that contains multiple denomination values sufficient for transactions up to a prescribed limit. At payment time, the e-cash software on the client’s computer would create a note of the transaction value from the “open check.” 4.7.6 Business Issues and Electronic Cash Electronic cash fulfils two main functions: as a medium of exchange and as a store of value. Digital money is a perfect medium of exchange. By moving monetary claims quickly and by effecting instant settlement of transactions, e-cash may help simplify the complex interlocking credit and liabilities that characterize today’s commerce. For instance, small businesses that spend months waiting for big customers to pay their bills would benefit hugely from a digital system in which instant settlement is the norm. Instant settlement of micro payments is also a tantalizing proposition. The controversial aspects of e-cash are those that relate to the other role, as a store of value. Human needs tend to require that money take a tangible form and be widely accepted, or “legal tender”. In most countries, a creditor by law cannot refuse cash as settlement for a debt. With the acceptability of cash guaranteed by law, most people are willing to bank their money and settle many of their bills by checks and debits, confident that, barring a catastrophe, they can obtain legal tender (cash) on demand. If e-cash had to be convertible into legal tender on demand, then for every unit there would have to be a unit of cash reserved in the real economy: or, to look at it the other way round, there would be cash in the real world for which digital proxies were created and made available. This creates problems, because in an efficient system, if each e-cash unit represents a unit of real cash, then positive balances of e-cash will earn no interest; for the interest they might earn would be offset by the interest foregone on the real cash that is backing them. The enormous currency fluctuations in international finance pose another




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problem. On the Internet, the buyer could be in Mexico and the seller in the United States. How do you check-that the party in Mexico is giving a valid electronic currency that has suitable backing? Even if it were valid today, what would happen if a sudden devaluation occurs such as the one in December 1994 where the peso was devalued 30 percent overnight. Who holds the liability, the buyer or the seller? These are not technological issues but business issues that must be addressed for large-scale bilateral transactions to occur. Unless, we have one central bank offering one type of electronic currency, it is very difficult to see e-cash being very prominent except in narrow application domains. From a banker’s point of view, e-cash would be a mixed blessing. Because they could not create new money via lending in the digital world, banks would see electronic money as unproductive. They might charge for converting it, or take a transaction fee for issuing it, but on-line competition would surely make this a low-profit affair. In the short term, banks would probably make less from this new business than they would lose from the drift of customers away from traditional services. It seems unlikely that e-cash would be allowed to realize its potential for bypassing the transaction costs of the foreign exchange market. If you pay yen for e-cash in Osaka and buy something from a merchant based in New York who cashes them for francs, a currency conversion has taken place. That, however, is an activity toward which most governments feel highly defensive; and if e-cash started to bypass regulated foreign exchange markets by developing its own gray market for settlement, then governments might be provoked into trying to clamp down on it. Because of these obstacles, e-cash in its early forms may be denominated in single currencies and exchanged at conventional market rates. Next we will see the risks involved while doing the transactions involving the use of e-cash. 4.7.7 Operational Risk and Electronic Cash Operational risk associated with e-cash can be mitigated by imposing constraints, such as limits on (1) (2) (3) (4) the time over which a given electronic money is valid, how much can be stored on and transferred by electronic money the number of exchanges that can take place before a money needs to be redeposit with a bank or financial institution, and the number of such transactions that can be made during a given period of time.


These constraints introduce a whole new set of implementation issues For example, time limits could be set beyond which the electronic money, would expire and become worthless. The customer would have to redeem or exchange the money prior to the expiration deadline. For this feature to work; electronic money would have to be timestamped, and time would have to be synchronized across the network to some degree of precision. The objective of imposing constraints is to limit the issuer’s liability. A maximum upper limit could be imposed on the value that could be assigned to any single transaction or that could be transferred to the same vendor within a given period of time. Since the user’s computer could be programmed to execute small transactions continuously at a high rate over the network, a strategy of reporting transactions over a certain amount would be ineffective for law enforcement. However, a well-designed system could enforce a policy involving both transaction size and value with time. For example, an “anonymous coinpurse” feature might be capable of receiving or spending no more than $500 in any twentyfour hour period. Alternatively, the “rate ceiling” for the next twenty-four hours could be made dependent on the rate of use or on the number of exchanges that could be permitted before any electronic money would have to be redeposit in a bank or financial institution and reissued. Finally, exchanges could also be restricted to a class of services or goods (e.g., electronic benefits could be used only for food, clothing, shelter, or educational purposes). The exchange process should allow payment to be withheld from the seller upon the buyer’s instructions until the goods, or services are delivered within a specified time in the future. 4.7.8 Legal Issues and Electronic Cash Electronic cash will force bankers and regulators to make tough choices that will shape the form of lawful commercial activity related to electronic commerce. As a result of the very features that make it so attractive to many, cash occupied an unstable and uncomfortable place within the existing taxation and law enforcement systems. Anonymous and virtually untraceable, cash transactions today occupy a place in a kind of underground economy. This underground economy is generally confined to relatively small scale transactions because paper money in large quantities is cumbersome to use and manipulateorganized crime being the obvious exception. As long as the transactions fare small in monetary value, they are tolerated by the government as an unfortunate but largely insignificant by product of the modern commercial .state. As transactions get larger the government becomes more suspicious and enlists the aid of the banks, through the various currency reporting laws, in reporting large disbursements of cash so that additional oversight can be ordered.



g. e-cash cannot escape government scrutiny and regulation. yet incapable of being forged.. payments we would never think of making in cash-to buy a new car. For now. as issues to be reconsidered. speed of execution. “Should the law take notice of this development?” but rather. say. The bank would have a record of that transaction. Under the most ambitious visions of e-cash. Moreover. But if e-cash really is made to function the way that paper money does. as the politics and business play out. The threat to the government’s revenue flow is a very real one. Anything that makes cash substantially easier to use in a broader range of transactions holds the potential to expand this underground economy to pro-portions posing ever more serious threats to the existing legal order. 266 ANNA UNIVERSITY CHENNAI . but it is going to take some serious thinking to design a regulatory scheme that balances personal privacy. do powerful electronic record-keeping tools permit the design of traceable systems-systems in which all financial transactions are duly recorded in some database. allowing those with access to know more about an individual than anyone could know today. or as the down payment on a house-could be made in this new form of currency because there would be no problem of bulk and no risk of robbery. However. the technology is forcing legal. it is not even clear yet that the market as a whole will adopt an anonymous e-cash standard. Just as powerful encryption schemes permit the design of untraceable e-cash systems. what the government will do remains a mystery. and ease of use. The question e-cash poses is not. we are mainly watching and trying to educate ourselves about the likely path of the transition to electronic cash.DBA 1727 NOTES E-cash on taxation Transaction based taxes (e. so. we would see a new form of currency that could be freely passed off from one computer to another with no record. sales taxes) account for a significant portion of state and local government revenue. the encrypted e-cash file could be handed off without the knowledge of anyone but the par-ties to the transaction. and officials in government are starting to take cognizance of this development and to prepare their responses. the government through law may prevent a truly anonymous and untraceable e-cash system from developing. To prevent an underground economy. Without a functioning system. just as a withdrawal or check is recorded now. But after that. “How can it not?” By impacting revenue-raising capabilities. too. A consumer could draw such e-cash electronically from his or her bank.

electronic bill payments (prearranged and spontaneous). Here are four dimensions that are useful for analyzing the different initiatives. The nature of the transaction for which the instrument is designed. 1. But we must first understand the different viewpoints that these payment instruments bring to electronic commerce. that is. Examples of post-paid mechanisms are credit/ debit cards and electronic checks. and the purchase interaction. Cash or real-time. Credit or post-paid. The server authenticates the customers and verifies with the bank that funds are adequate before purchase. risk. risk. 267 ANNA UNIVERSITY CHENNAI .7. Tokens must be backed by cash. The following sections examine these methods of on-line payment. effectively creating currencies of dubious liquidity and with interesting tax. NOTES 3. Users pay in advance for the privilege of getting information. Each option incurs trade-offs among transaction speed. 2. Sometokens are-specifically designed to handle micro payments. The key is-to identify the parties involved. to name a few. 2. Debit or prepaid. and cost. Transactions are settled with the exchange of electronic currency.E-COMMERCE TECHNOLOGY AND MANAGEMENT 4. others seek more general transactions. Electronic tokens are of three types: 1. letters and lines of credit. payments for small snippets of information. Examples of prepaid payment mechanisms are stored in smart cards and electronic purses that store electronic money. and wire transfers. Some systems target specific niche transactions. Others are designed for more traditional products. and float implications. the average amounts. cashier’s checks.9 Electronic Tokens An electronic token is a digital analogue of various forms of payment backed by a bank or financial institution. The means of settlement used. An example of on-line currency exchange is electronic cash (e-cash). Most transaction settlement methods use Credit cards. credit. while others use other proxies for value.

and the terminal routes the transaction through the ATM network back to the customer’s bank for authorization against the customer’s demand deposit account. Some may be more open to potentially prying eyes-or even to the participants themselves. and asset management.10 Other Emerging Financial Instruments Several other electronic payment systems are currently being prototyped and tested. These include debit cards. or credit card). once approved. Risk also arises if the transaction has long lag times between product delivery and payments to merchants. Also electronic tokens might be subject to discounting or arbitrage. the customer enters his personal identification number (PIN). which reads the information. Both the consumer and the merchant maintain bank accounts. electronic benefit transfer cards. These transactions occur within the banking system. and the funds are transmitted inter-bank within the payment system. Encryption can help with authentication. The transaction works much like a credit card transaction. anonymity. The third-party processors who provide services for merchants are also examined by the federal regulators for system integrity. Such a transaction occurs when a customer uses a debit card to make a purchase from a merchant (supermarket. just as it is at 268 ANNA UNIVERSITY CHENNAI . Electronic tokens vary in the protection of privacy and confidentiality of the transactions. are transferred from the customer’s bank to the merchant’s bank. Debit Cards at the Point of Sale (POS) The fastest growing number of electronic transactions today is debit card pointof-sale transactions. check. This exposes merchants to the risk that buyers don’t pay-or vice versa that the vendor doesn’t deliver. Approach to security. and authentication. Authentication is provided by the use of the digital signature or PIN numbers. 4. 4. For example. If the system stores value in a smart card. The funds. consumers may be exposed to risk as they hold static assets. Who assumes what kind of risk at what time? The tokens might suddenly become worthless and the customers might have the currency that nobody will accept. a customer gives an ATM card to the merchant for the purchase. convenience store. gas station. or some other store that accepts such cards instead of using cash.7. and smart cards. The question of risk. The merchant swipes the card through a transaction terminal. and safety of payment is assured. non reputability.DBA 1727 NOTES 3.

Currently. Further. existing networks and technologies can provide benefit recipients with online access to their funds at pas devices and ATMs. Aid to Families with Dependent Children programs). Through EBT. and supplemental or emergency payments). EBT is safer than cash or coupons. state-funded and state-administered benefits (such as general assistance. and financial institutions. stand in long lines to cash checks. particularly by larger merchants. The benefit recipient can then access his or her benefits to make a purchase or obtain cash. benefits are stored 269 NOTES ANNA UNIVERSITY CHENNAI . as well as ATMs.Second. For example. Electronic benefits transfer has several advantages over paper based. drugstores. and the PIN pads and terminals are tamper-proof. and other purchases or cash distributions are charged against the participant’s cash assistance program allotment. Debit Cards and Electronic Benefits Transfer Debit cards are being used extensively for electronic benefits transfer (EBT). EBT programs also provide recipients with toll-free customer service lines and multilingual support to handle questions or problems. food stamp purchases are charged against the participant’s allotment. In an EBT system. or accept the entire benefit amount at one time. In EBT. Benefits that can be delivered via EBT generally fall into three cate-gories: federally funded.E-COMMERCE TECHNOLOGY AND MANAGEMENT ATMs. EBT is less costly. In an EBT process. refugee assistance. . EBT is more convenient than paper methods. no paper changes hands. benefit distribution systems. EBT systems are designed to provide nocost or low-cost access methods. recipients access their benefits in the same way that consumers use debit cards to access their bank accounts electronically: the card is inserted into or swiped through a card reader and the cardholder must enter a PIN associated with that card. and benefits that are both federally funded and federally administered (such as Social Security and Veterans benefits). which can be lost or stolen. Certain cash payments can also be facilitated by installing pas devices in housing authority and utility company offices to accept rent and bill payments. PINs are sent through the system in an encrypted form. Recipients can access cash through any number of establishments. EBT eliminates the need to carry food stamp coupons. First. Dedicated lines are also often used for transmission. but state administered benefits (such as food stamps. many recipients of federal and state benefits must pay significant fees (three or more dollars) to cash their checks. including grocers. Electronic benefits transfer uses debit cards for the electronic delivery of benefits to individuals who otherwise may not have bank accounts. except for the receipt printed for the purchaser by the pas device or the ATM. heating assistance.

EBT improves benefit program management by creating an audit trail and record of benefit usage. On-line electronic commerce payments Secure Electronic Transaction (SET) protocol: SET protocol meets the four security requirements for EC as SSL (Secure Socket Layer) does: authentication. EBT reduces losses associated with theft.DBA 1727 NOTES electronically. Broadly de-fined. there are two types of encryption methods: Secret-key encryption. ensuring that programs are working properly and effectively. Public-key encryption Digital Signature: Digital signatures are used for sending authentication. Types of Electronic Payment System: Banking and financial payments. By eliminating checks and coupons. Firewall: A firewall is simply a program or hardware device that filters the information coming through the Internet connection into your private network or computer system 270 ANNA UNIVERSITY CHENNAI . EBT is convenient for retailers. and non repudiation. EBT is convenient for the government. Most computer encryption systems belong in one of two categories. making grocery checkout procedures faster and easier. It eliminates the time-consuming task of handling food stamp coupons. Its inherent audit and tracking advantages enhance investigations into suspicious conduct by retailers. and fraud. electronic payment is a financial exchange that takes place online between buyers and sellers. This also means that the originator cannot falsely deny having signed the data. encryption. forgery. Retailing payments. Finally. a digital signature enables the computer to notarize the message. Summary Electronic payment system: Electronic payment is an integral part of electronic commerce. Recipients control all ac-cess to their benefits through their cards and PINs. Security issues: Encryption is a technique for hiding data. and can be used only when needed and in the amounts required. In addition. They can also deactivate lost or stolen cards immediately and request a replacement card by a toll free phone call. Third. integrity. ensuring the recipient that the message has not been forged I transit.

Smart cards: Smart cards. E-checks: Electronic checks are designed to accommodate the many individuals and entities that might prefer to pay on credit or through some mechanism other than cash. Credit card: A credit card is a system of payment named after the small plastic card issued to users of the system. except that they are initiated electronically. store information. control access to accounts. the payer’s bank. and require the use of digital certificates to authenticate the payer. Credit or post-paid. Debit card: A debit card (also known as a gift card) is a plastic card which provides an alternative payment method to cash when making purchases. Electronic purses. Electronic checks are modelled on paper checks. improved cryptography and the Internet. Physically the card is an ISO 7810 card like a credit card. Debit or prepaid. also called stored value cards. and bank account. including electronic money. A credit card is different from a debit card in that it does not remove money from the user’s account after every transaction. E-cash: Electronic or digital cash combines computerized convenience with security and privacy that improve on paper cash. Digital cash attempts to replace paper cash as the principal payment vehicle in online payments. use digital signatures for signing and endorsing. however. 2. Its use has become widespread with the arrival of personal computers. or from the remaining balance on the card. NOTES 271 ANNA UNIVERSITY CHENNAI .E-COMMERCE TECHNOLOGY AND MANAGEMENT EFT: An electronic funds transfer (also known as EFT) is a system for transferring money from one bank to another without using paper money. use magnetic stripe technology or integrated circuit chips to store customer-specific information. cheap networks. The cards can be used to purchase goods or services. and perform many other functions. Smart cards are basically of two types: Relationship-based smart credit cards. Cash or real-time. 3. E-token: An electronic token is a digital analogue of various forms of payment backed by a bank or financial institution. Electronic tokens are of three types: 1. its functionality is more similar to writing a cheque as the funds are withdrawn directly from either the cardholder’s bank account (often referred to as a check card).

20. What is Electronic Payment System? Discuss the various Electronic Payment Systems. 25. 5. 9. 16. 22. List the advantages and disadvantages of using credit card How do you make your credits cards information secure? What is a debit card? How debit card is different from credit card? Discuss on-line and off-line debit transactions List the advantages and disadvantages of debit card What are electronic cheques? How they are different from traditional cheques? List the benefits of E-check Compare E-check with other payment instruments How electronic checks are differing from credit card? What are smart cards? Compare and contrast smart card and traditional credit cards. 17. security in electronic payment. 23. What is SET protocol? What features does SET specify? Describe security schemes against internet fraud How do you differentiate Secret-key cryptography and Public-key cryptography? How can you ensure and maintain privacy. 19. 15. 4. 6. 21. 7. 8. Discuss about the benefits of electronic payment system. What is EFT? Describe the advantages of EFT What is a credit card? What are the pros and cons of using Credit Cards for electronic payment? Describe the major steps involved in an online credit card transaction. 11. 24. 3. 18. 12. 10. How electronic purses work? What are bilateral and trilateral transactions? What all are the risk factors associated with E-cash? How e-cash effect the government revenues? Discuss the other emerging financial instruments 272 ANNA UNIVERSITY CHENNAI . 13.DBA 1727 NOTES Questions for review 1. 14. 2.

However.1. impression.COMMERCE 5. Companies set aside funds to take care of losses due to such frauds.1 Legal issues The world is used to conducting business and commerce on signed paper documents. and trade as well as the legal community knows how to deal with these problems. paper document can be tampered with. on the other hand. since they are directly the outcome of creating documents electronically. They need to convince themselves that such documents are authentic when received over networks. and even the most secure marks. since they have been there for as long as we have been trading. Signatures can be forged. and that their authentication can be established 273 ANNA UNIVERSITY CHENNAI . credit-cards companies do know that a very small percentage of transactions is fraudulent in nature. Two millennia of commerce has been based on the written document with its value ‘authorized’ by the signature of a duly authorized officer.1 LEGAL ASPECTS OF E. transmitting them over world wide computer communication networks. therefore. The current legal practice has paper documents and signatures affixed thereon as its foundation. have changes the scene. emblems and seals can be forging. which were hitherto unknown.E-COMMERCE TECHNOLOGY AND MANAGEMENT NOTES UNIT V LEGAL AND PRIVACY ISSUES IN E-COMMERCE 5. For example. exposes us to issues. without the familiar signatures and marks. Trading partners exchange documents electronically. The EC world. The world is comfortable with these problems. Electronic documents and messages. But then these are known. It is well known that frauds do take place in the traditional paper based commercial transaction. offer at least the same level of reliability as that which obtains in the paper world notwithstanding the significant difference between the concepts embodied in electronic messages and paper documents. The EC system must. trade still wants to be assured that the electronic world is safe.

the UN has adopted the Model Interchange Agreement for the International Commercial Use of Electronic Data Interchange. From the legal angle. this kind of discipline has been created through a set of rules that have developed in the form of interchange agreements within a number of user groups. receipts etc. No laws for EC existed. traders and legal experts. in fact they are still in the making. These may be formal or in formal. which applies to the interchange of data and not to the underlying commercial contracts between the parties. have to follow certain protocols agreed to by trading partners. too the Indian Customs EDI system (ICES) Project got off the ground in 1995 without any EC/EDI law in existence. a private Value Added Network or the Internet. that it was sent. it may be transmitted over a Local Area Network. optical fiber or a satellite communication channel. There must be a way to prove that a message existed. The message can be stored on a floppy. which are central to the law. despatch. acceptable rules of conduct are also necessary to achieve the kind of discipline required for smooth and effective trade and commerce. but the key concept of admissibility of evidence and evidential value of electronic documents. signing. thus gets directly linked to the technical methods for security of computers and networks. national organization. and even production systems went into operation without any legal interchange agreement between trading partners. In India. EDI interchange Agreement It is a known fact that a certain discipline is required in the conduct of commerce in the paper world. The legal issues of EC have generated tremendous interest among technologists. Simple activities such as preparation of invoices. there is a further complication because the electronic message is independent of the actual medium used for storage transmission. Many of the early EDI experiments. or an optical disk. At the international level. and regions. a Wide Area Network. a magnetic disk. legal requirement. radio link. The physical medium could be coaxial cable. or even a proper interchange agreement. Likewise. In the EDI world of electronic documents.DBA 1727 NOTES in case of dispute. remain the same. was received. and that it could not be read and interpreted by any third party intercepting or deliberately receiving it. Transactions may be electronic. It addresses the need for uniformity of agreement so that there are no barriers to international trade on account of different 274 ANNA UNIVERSITY CHENNAI . drawing up commercial contracts. In addition. between VANs and their customers. The security of an electronic message. was not changed between the sending and receiving.

There are still very few national and international judgments ruling” on the validity of electronic documents. software and services are operated and maintained effectively. as noted above. The laws governing the interchange of EDI messages and the arrangements of the parties. Procedures for making any systems changes which may impair the ability of the trading partners to communicate. are as follows: 1. It provides a strong legal framework for ensuring that electronic documents will have a legal binding effect. Liabilities in the event of any delay or failure to meet agreed EDI communications requirement. The issues. also introduce uncertainty regarding the legal validity of electronic document. and storing electronic messages. The signing of an interchange agreement signifies that the parties intend to be bound by it. 8. It” is precisely in this kind of a scenario where clear legal rules and principles are absent. Methods for resolving any possible disputes. The UN has recommended that the member countries should take into account the terms and provisions of the Model Interchange Agreement when framing their own laws on EC. 5. 10. 7. Responsibilities for ensuring that the equipment. Procedures for dealing with technical errors. that an interchange agreement provides trading partners with readily available solutions the EDI/ EC relationship between them. which were addressed by the working party. This can help reduce legal uncertainty in the electronic environment. 6. It establishes the rules they will adopt for using EDI/EC transactions. 4. Many national laws. 9. 3. standards and the methods of communication. . 2. Many of the conventions and agreements relating to international trade do not anticipate the use of EDIIEC. An interchange agreement may be made between trading partners. and that they desire to operate within a legal framework. messages or signatures. The roles and contracts of any third-party service providers. The points at which EDI messages have legal effect. Selection of EDI messages. 11. The need (if any) for confidentiality. It establishes the rules they will adopt for using EDII ED transaction.E-COMMERCE TECHNOLOGY AND MANAGEMENT solutions for various problems being adopted by countries. subject to national laws and regulations. which prepared this model Interchange Agreement. It details the individual roles and legal responsibilities of trading partners for transmitting. Security procedures and services. receiving. NOTES 275 ANNA UNIVERSITY CHENNAI .

But the copyright law applies to the downloaded matter. dramatic or musical works. 276 ANNA UNIVERSITY CHENNAI . remote employee access. however. Copyright law protects only the expression of an idea and idea itself. electronic transactions. In due course it protects the originality of artists and innovators too. 5. is that unlike a paper copy.  Exchange of electronic messages and documents  EDI. electronic filing. If the material is in the public domain there are no difficulties.DBA 1727 NOTES The interchange agreement is flexible enough to meet the requirement of all business sectors involved in international trade. the subject matter of copyright has further expanded. For example. Trading partners can feel confident that it addresses the recognised legal issues arising from commercial use of EDI in international trade. however. Macqueen. much the same way it applies to physical copies. broadcasts. Legal Issues for Internet Commerce Internet commerce raises legal issues through the provision of the following services:  Online marketing  Online retailing ordering of products and services  Financial services such as banking and trading in securities.2 Copyright and the Internet Copyright developed in the printed world to protect the economic interests of creative writers. sound recordings. 1988 in the UK. allows protection of the following subject matter: Original literary. cable programs These have been broadly classified into two groups as ‘author works’ and ‘media works’ by Hector L. and provides a strong legal and practical framework for considering and recording the necessary business decisions. The multimedia capability of websites enables all types of work to be ‘published’ on the Internet in the sense that copies can be distributed to users/customers. musical and artistic works.  Trade and commerce over the Internet give rise to several legal issues . dramatic. The problems. this copy can be readily duplicated and distributed further by the recipient. the Copyright Designs and Patent Act. the typographical arrangement of published editions of literary.1. In recent times.

This is based on accepted legal practice. A Website may accept orders from visitors to the site as part of an Internet store or a shopping mall. who choose to proceed further. viz. E-mail distribution list etc.E-COMMERCE TECHNOLOGY AND MANAGEMENT 5. the timing of the acceptance offer determines when the contract is formed. Unlawful material includes banned publications. even after reading the notice may be constructed as accepting the conditions imposed by it. be interpreted to decide the jurisdiction of disputes especially in EC.5 Formation of an Enforceable Online Contract The growth of EC on the Internet depends to a large extent on the confidence of traders in forming legally enforceable contracts online. Its location could. The key activities associated with the formation of an enforceable contract do take place on the Internet.1. These facilities can because by their users to upload unlawful. much the same way a fax message is. defamatory. Usenet news. liability for hosting of unlawful materials. 277 NOTES ANNA UNIVERSITY CHENNAI . A court law may rule that the location of the Website determines the jurisdiction for that business. third-party liability for defamation. amazon.-web sites. EC on the Internet will grow if the parties doing business know what rules will govern what rules govern their activities. and for aiding and abetting the commission of an offence such as the distribution of photography. pornography and obscene material.1. and the ISPs. AN ISP could be held liable for the bulletin boards. Liability for materials distributed in the Internet may be different for the Website operators. Visitor to the site. etc: “Thus the concerns include libel and defamation. Jurisdiction determines which laws would be acceptable. offer is communicated by the acceptor and acceptance is received by the offer or from the acceptor. For example. An offer can be communicated orally or in writing. on his website. copyright or trademarks infringing material.3 Issues Related to Jurisdicary The Internet allows anyone to set up a Website anywhere in the world.4 Service Provider liability Many ISPs provide users access to shared websites. hate propaganda.com is a bookstore retailing books. however. and in the EC environment through Email. 5. without ISP having chance to review it. However. In this case the E-mail of acceptance has to reach the offer or who may say that the contract will be legal only after its receipt (in his notice placed on the Website). liability for infringement of third-party rights. Eform is valid. 5.1. The offer or can display terms and conditions as a legal notice. Similarly.

and political issues raised by the rapid evolution of e-commerce. electronic document must be acceptable as legal evidence in courts of law. and enforceability of appropriate laws for EC.” Many business firms and individuals are benefiting from the commercial development of the Internet.” where power and wealth increasingly depend on information and knowledge as central assets.DBA 1727 NOTES Legal issues are manifold. this has occurred. and other things thought to be valuable. provide a framework for organizing the issues. AND POLITICAL ISSUES IN ECOMMERCE 5. social. there was very little interstate crime and very little federal jurisdiction over crime. and make recommendations for managers who are given the responsibility of operating e-commerce companies within commonly accepted standards of appropriateness. legal and EC technology communities to make EC happen through appropriate developments in their respective areas. the same technologies can be used to commit crimes. We live in an “information society. Whether it is EDI over VANs. These costs and benefits must be carefully considered by those seeking to make ethical and socially responsible decisions in this new environment. However. and political issues raised in e-commerce. despoil the environment. and threaten cherished social values.2. but this development also exacts a price from individuals. And Political Issues in E-Commerce Internet and its use in e-commerce have raised pervasive ethical. There is sufficient awareness in. While the problems of acceptance of and confidence in electronic transactions are there. Understanding Ethical. The ethical. Social. they are not insurmountable. Controversies over information are often in fact disagreements over power. electricity. 5. there was very little “cyber crime. Social and Political issues Defining the rights of people to express their ideas and the property rights of copyright owners are just two of many ethical. and for the most part. and societies. telephones. Likewise with the Internet: Before the Internet. and synergy of action among trade. social and political issues on a scale unprecedented for computer technology. Before automobiles. and television. influence.1 Ethics. organizations.2 ETHICAL. In case of dispute. 278 ANNA UNIVERSITY CHENNAI . wealth. SOCIAL. social. the Internet and ecommerce can be used to achieve social progress. or EC over the Internet the primary concern of users is the existence. Like other technologies such as steam.

and public safety and welfare as shown in Fig 5. imagine that at any given moment society and individuals are more or less in an ethical equilibrium brought about by a delicate balancing of individuals. or in their private homes. business firms. and political institutions.1(a). despite the fact that these music tracks still 279 ANNA UNIVERSITY CHENNAI . Some of the ethical. This can be done. property rights. federal. social organizations such as business firms know their limits. banking and commercial law that provides sanctions against violators. social. would have been impossible.a threat to public safety and welfare? Should mobile commerce be allowed from moving vehicles? NOTES    To illustrate.E-COMMERCE TECHNOLOGY AND MANAGEMENT The major ethical. governance.2. Individuals know what is expected of them. capabilities. under the old technology of CDs. and political institutions are confronted by new possibilities of behavior. what law-making bodies have jurisdiction . imagine we drop into the middle of this calm setting a powerful new technology such as the Internet and e-commerce. social. and roles and political institutions provide a supportive framework of market regulation. when Internet technology make information collection so pervasive and efficient? What rights do individuals have to access information about business firms and other organizations? Property rights: How can traditional intellectual property rights be enforced in an internet world where perfect copies of protected works can be made and easily distributed worldwide in seconds? Governance: Should the Internet and e-commerce be subject to public laws? And if so. Suddenly individuals.such as pornography and gambling . something which. For instance. social organizations. Now. and/or international? Public safety and welfare: What efforts should be undertaken to ensure equitable access to the Internet and ecommerce channels? Should governments be responsible for ensuring that schools and colleges have access to the Internet? Is certain online content and activities . and political issues raised in each of these areas include the following:  Information rights: What rights to their own personal information do individuals have in a public marketplace. individuals discover that they can download perfect digital copies of music tracks.state. and political issues that have developed around ecommerce over the past seven to eight years can be loosely categorized into four major dimensions: information rights.

How can you make good decisions in this type of situation? Before reviewing the four moral dimensions of e-commerce in greater depth.even though they do not “own” them in the traditional sense. These impacts can be classified into four moral dimensions: property rights. you will have to decide what you and your firm should do in legal “grey”. where there is conflict between ethical principles. and Congress were not prepared at first to cope with the onslaught of online digital copying. information rights.musicians and record label companies. but no c1ear-cutural guidelines. governance. In the meantime.2. as an individual and a manager. and provide general reasoning principles about social political issues of the Internet that you will face in the future. we will briefly review some basic concepts of ethical reasoning that you can use as a guide to ethical decision making.or creating a mechanism for sharing musical tracks. laws. and public safety and welfare Then business firms discover that they can make a business out of aggregating these musical tracks .areas.DBA 1727 NOTES “belong” as a legal matter to the owners of the copyright .” It may take years to develop new understandings. societies. and acceptable behavior in just this one area of social impact. Courts and legislative bodies will have to make new laws and reach new judgments about who owns digital copies of copyrighted works and under what conditions such works can be “shared. Fig 5. The record companies. The introduction of the Internet and e-commerce impacts individuals. courts.1(a) 280 ANNA UNIVERSITY CHENNAI . and political institutions.

When confronted with a situation that seems to present ethical dilemmas. Analyzing Ethical Dilemmas Ethical. Find out who did what to whom. In many instances. Due process is a feature of law-governed societies and refers to a process in which laws are known and understood and there is an ability to appeal to higher authorities to ensure that the laws have been applied correctly.  Identify and describe clearly the facts. Ethics is the study of principles that individuals and organizations can use to determine right and wrong courses of action. and where. individuals. how can you analyze and reason about the situation? The following is a five step process that should help. or organizations. Accountability means that individuals.liability. there are ability and liability principles that all ethical schools of thought share: responsibility. systems. social.E-COMMERCE TECHNOLOGY AND MANAGEMENT 5. and often you will find that simply getting 281 NOTES ANNA UNIVERSITY CHENNAI . your ability to reason about larger social and political debates will be improved. Responsibility means that as free moral agents. A dilemma is a situation in which there are at least two diametrically opposed actions. If you understand some basic ethical principles. their decisions can be judged against a variety of ethical principles. when. In western culture.2.2 Basic Ethical Concepts: Responsibility Accountability. you will be surprised at the errors in the initially reported facts. and societies should be held accountable to others for the consequences of their actions. account. and how. Extending ethics from individuals to business firms and even entire societies can be difficult. and political controversies usually present themselves as dilemmas. Liability is a feature of political systems in which a body of law is in place that permits individuals to recover the damages done to them by other actors. each of which supports a desirable outcome. It is assumed in ethics that individuals are free moral agents who are in a position to make choices. and Liability Ethics is at the heart of social and political debates about the Internet. organizations.extends the concepts of responsibility and accountability to the area of law. The third principle -liability . but it is not impossible. As long as there is a decision-making body or individual (such as a Board of Directors or CEO in a business firm or a governmental body in a society). organizations and societies are responsible for the actions they take.

who have its vested in the situation. For example. Some options may be ethically correct. Otherwise. and political issues always reference higher values. It also helps to get the opposing parties involved in an ethical dilemma to agree on the facts. and Double Click should cease its or offer Web users the option of not participating in such tracking. You may find that none of the options satisfies all the interests involved. but disastrous from other points of view. Other options may work in this one instance. protection of property. but not in other similar instances. Identify the stakeholders. The major ethical issues related to ecommerce and privacy includes the following: Under what conditions should we invade the privacy of others? 282 ANNA UNIVERSITY CHENNAI . Identity the options that you can reasonably take. Define the conflict or dilemma and identify the higher order value involved.3 Privacy and Information Rights The Internet and the Web provide an ideal environment for invading the personal privacy of millions of users on a scale unprecedented in history. Ethical. there would be no debate. Double Click and its supporters argue that their tracking of consumer movements on the Web increases market efficiency and the wealth of the entire society. Every ethical. “what if I choose this option consistently over time?” Once your analysis is complete. Perhaps no other recent issue has raised as much widespread social and political concern as protecting the privacy of over 160 million Web users in the United States alone.. you can refer to the following well established ethical principle to help decide the matter. freedom. This will be useful later when designing a solution. Sometimes. Find out the identity of these groups and what they want.DBA 1727 NOTES     the facts straight helps define the solution. Opponents argue this claimed efficiency comes at the expense of individual privacy. and the -enterprise system). 5. always be a balancing of consequences to stakeholders. Always ask yourself. but that some options do a better job than others. social. privacy. The parties to a dispute all claim to be pursuing higher values (e. and political issue has stakeholders: players in the game who have an interest in the outcome. arriving at a “good” or ethical solution may not.2.g. social. and usually who have vocal opinions. Identify the potential consequences of your options.

there is also protection of privacy in the common law. four privacy-related torts have been defined in court decisions involving claims of injury to individuals caused by other private parties intrusion on solitude. rights to privacy are explicitly granted in or can be derived from. as well as in specific statutes. and Germany. In the United States.E-COMMERCE TECHNOLOGY AND MANAGEMENT What legitimates intruding into others lives through unobtrusive surveillance. Legal Protections In the United States. write. and associate independently and without fear. public disclosure of private facts. or other means? The major social issues related to e-commerce and privacy concern the development of “exception of privacy” or privacy norms. free from surveillance or interference from other individuals or organizations. the claim to privacy against government intrusion is protected primarily by the First Amendment guarantees of freedom of speech and association and the Fourth: 283 NOTES ANNA UNIVERSITY CHENNAI . Privacy is a girder supporting freedom: Without the privacy required to think. and the claim of individuals to control over personal of whatever information that is collected about them. plan. Information privacy is a subset of privacy. as well as public attitudes. The best statement of due process in record keeping is given by the Fair Information Practices doctrine developed in the early 1970s and extended to the online privacy debate in the late 1990s (described below). For instance. founding documents such as constitutions. and perhaps destroyed. publicity placing a person in a false light. In what areas of should we as a society encourage people to think they are in “private territory” as opposed to public view? The major political issues related to ecommerce and privacy concern the development of statutes that govern the relations between record keepers and individuals. The Concept of Privacy Privacy is the moral right of individuals to be left alone. market research. Canada. including the state. social and political freedom is weakened. and appropriation of a person’s name or likeness (mostly concerning celebrities) for a commercial purpose. The right to information privacy includes both the claim that certain information should not be collected at all by governments or business firms. Due process also plays an important role in defining privacy. in the United States. In England and the United States. a body of court decisions involving torts or personal injuries. Individual control over personal information is at the core of the privacy concept.

and media institutions (cable television and video rentals) Table 5. and the Fourteenth Amendment’s guarantee of due process.DBA 1727 NOTES Amendment protections against unreasonable search and seizure of one’s personal documents or home. Gives individuals right to inspect and correct records. In addition to common law and the Constitution. and disclosure of data collected by federal agencies. Cable Communications Policy Act of Regulates the cable industry’s collection and disclosure of information concerning subscribers 1984 Fair Credit Reporting Act of 1970 Video Privacy Protection Act of 1988 Prevents disclosure of a person’s video rental records without court order or consent 284 ANNA UNIVERSITY CHENNAI . education. use. Electronic Communications Privacy Act Makes conduct that would infringe on the security of electronic communications illegal of 1986 Computer Matching and Privacy Regulates computerized matching of files held by different government agencies Makes conduct that would infringe on the security of computer based files illegal Limits access to personal information maintained by state Motor vehicle departments to these with legit mate business purposes Also gives drivers the option to prevent disclosure of driver’s license information to marketers and the general public DESCRIPTION Protection Act of 1983 Computer Security Act of 1987 Driver’s Privacy Protection Act of 1994 Privacy Laws affecting Private Institutions Regulates the credit investigating and reporting industry. also allows other individuals and organizations the right to request disclosure of government records based on the publics right to know Privacy Act of 1947.2.(a) Federal Privacy Laws a NAME General Federal Privacy Laws Freedom of Information Act of 1966 Gives people the right to inspect information about themselves held in government files.2. Gives people the right to inspect credit records if they have been denied credit and provides procedures for correcting information Family Educational Rights and Privacy Requires schools and colleges to give students and their parents access to student records and to allow Act of 1974 them to challenge and correct information limits disclosure of such records to third parties Regulates the financial industry’s use of personal Right to Financial Privacy Act of 1978 financial records establishes procedures that federal agencies mist follow to gain access to such records Privacy Protection Act of 1980 Prohibits government agents from conducting unannounced searches of press offices and files if no one in the office is suspected of committing a crime. as amended Regulates the federal government’s collection. there are both federal laws and state laws that protect individuals against government intrusion and in some cases define privacy rights vis-a-vis private organizations such as financial.

The spirit of the Web has been so free-wheeling that many entrepreneurs ignored trademark law and registered domain names that could easily be confused with another company’s registered trademarks. distribution. and difficulty in establishing uniqueness. social. such as paper. The Internet technically permits millions of people to make perfect digital copies of various works . Once intellectual works become digital.making theft easy. Information technology has made it difficult to protect intellectual property. From a social point of view. transmission. The proliferation of innovation has occurred so rapidly that few entrepreneurs have stopped to consider who owns the patent on a business technique or method their site is using. 5. and political issue related to e-commerce is the fate of intellectual property rights. Digital media differ from books. poems. it becomes difficult to control access. computer disks. the most controversial ethical.3 PROTECTING INTELLECTUAL PROPERTY Intellectual property is considered to be intangible property created by individuals or corporations.3. These are precisely the areas that intellectual property seeks to control. periodicals.1 Intellectual Property Rights Next to privacy. or video tape. magazine articles. the main questions are: Is there continued 285 NOTES ANNA UNIVERSITY CHENNAI . compactness . if you personally create an ecommerce site. the Internet has demonstrated the potential for destroying traditional conceptions and implementations of intellectual property law developed over the last two centuries. use. But the Internet potentially changes things.from music to plays. it belongs entirely to you.and then to distribute them nearly cost-free to hundreds of millions of Web users. Before widespread use of the Internet. and other media in terms of ease of replication. books. or even music. difficulty in classifying a software work as a program. creating some hurdles to distribution. because computerized information can be so easily copied or distributed on networks. and alteration. or films had to be stored on physical media. and journal articles . copies of software. The major ethical issue related to e-commerce and intellectual property concerns how we (both as individuals and as business professionals) should treat property that belongs to others. and copying.E-COMMERCE TECHNOLOGY AND MANAGEMENT 5. In short. For instance. book. and you have exclusive rights to use this “property” in any lawful way you see fit.

The public interest is served by the creation and distribution of inventions. periodicals. literature.3. music. and lecture notes). 286 ANNA UNIVERSITY CHENNAI .3. cassette tape. works of art.from radio and television to CD-ROMs and the Internet . and even to extend protection for longer periods of time and to entirely new areas of expression.2. or worse off. In general. art. photographs.  Patent and  Trademark law. performances. 5. . In the case of the Internet and ecommerce technologies. The goal of intellectual property law is to balance two competing interests . music. copyright law protects original forms of expression such as writings (books.1 Copyright: The Problem of Perfect Copies and Encryption In the United States.DBA 1727 NOTES value in protecting intellectual property in the Internet age? In what ways is society better off. or handwritten notes. for having the concept of property apply to intangible ideas? From a political perspective we need to ask how the Internet and ecommerce can be regulated or governed to protect the institution of intellectual property while at the same time encouraging the growth of e-commerce and the Internet. Copyright does not protect ideas -just their expression in a tangible medium such as paper. Owners of intellectual property have usually been successful in pressuring Congress and the courts to strengthen the intellectual property laws to compensate for any technological threat.the public and the private. intellectual property rights are severely challenged.2 Types of Intellectual Property Protection There are three main types of intellectual property protection:  Copyright. once again. motion pictures. and other forms of intellectual expression. drawings. Maintaining this balance of interests is always challenged by the invention of new technologies. The private interest is served by rewarding people for creating these works through the creation of a time-limited monopoly granting exclusive use to the creator. and computer programs from being copied by others for a minimum of 50 years. 5. the information technologies of the last century .have at first tended to weaken the protections afforded by intellectual property law.

Damages and relief are readily obtained for infringement.even though easily available to every browser . Apple Computer sued Microsoft Corporation and Hewlett-Packard Inc. although the method of producing the expression might be patentable. Apple failed to patent the idea of over-lapping windows when it invented this method of presenting information on a computer screen in the late 1960s. only their expression in a work. potentially inhibiting other rights such as 287 NOTES ANNA UNIVERSITY CHENNAI . Among other claims. which clearly provides protection for source and object code and for copies of the original sold in commerce. the HTML code for a Web page . if there is only one way to express an idea). Fair Use Doctrine Copyrights. say. was not protect able under the “merger” doctrine of copyright law. Most industrial nations have their own copyright laws. When ideas and their expression merge (Le. The defendants counter claimed that the idea of overlapping windows could only be expressed in a single way and. the Copyright Office began registering software programs. like all rights. the expression can-not be copyrighted. and there are several international conventions and bilateral agreements through which nations coordinate and enforce their laws. Copyright protection is clear-cut: It protects against copying of entire programs or their parts. Look and Feel “Look and feel” copyright infringement lawsuits are precisely about the distinction between an idea and its expression. The drawback to copyright protection is that the underlying ideas behind a work are not protected. For instance. the congressional intent behind copyright laws has been to encourage creativity and authorship by ensuring that creative people receive the financial and other benefits of their work. and in 1980.E-COMMERCE TECHNOLOGY AND MANAGEMENT Since the first federal Copyright Act of 1790. A competitor can view the source code on your Web site to see how various effects were created and then reuse those techniques to create a different Web site without infringing on your copyright..cannot be lawfully copied and used for a commercial purpose. Congress passed the Computer Software Copyright Act. For instance. There are situations where strict copyright observance could be harmful to society. therefore. In the mid-1960s. in 1988. for infringing Apple’s copyright on the Macintosh interface. to create a new Web site that looks identical. Apple claimed that the defendants copied the expression of overlapping windows. and sets forth the rights of the purchaser to use the software while the creator retains legal title. are not absolute.

In order to be granted a patent. novel. natural phenomena. For instance. Journalists. created in 1812. Patents must be formally applied for. 288 ANNA UNIVERSITY CHENNAI . and processing methods. Obtaining a patent is much more difficult and time-consuming than obtaining copyright protection (which is automatic with the creation of the work). compositions of matter. non obvious. or industrial methods would receive the full financial and other rewards of their labor and yet still makes widespread use of the invention possible by providing detailed diagrams for those wishing to use the idea under license from the patent’s owner. As a result the doctrine of fair use has been created. federal courts decide when patents are valid and when infringement occurs. As with copyrights.2 Patents: Business Methods and Processes A patent grants the owner an exclusive monopoly to the ideas behind an invention for 20 years. to use copyrighted materials without permission under certain circumstances. The Supreme Court has determined that patents extend to “anything under the sun that is made by man” as long as the other requirements of the Patent Act are met. devices. man-made products. Patents are very different from copyrights because patents protect the ideas themselves and not merely the expression of ideas. 5. Patents are obtained from the United States Patent and trademark Office (USPTO).2.3. writers. copy it. and not evident in prior arts and practice. and hand it out to students as an example of a topic under discussion.DBA 1727 NOTES the right to freedom of expression and thought. original. copyrighted works in order to criticize or even discuss copyrighted works. The congressional intent behind patent law was to ensure that inventors of new machines. Ultimately. There are three things that cannot be patented: laws of nature. and abstract ideas. and the granting of a patent is’ determined by ‘Patent Office examiners who follow a set of rigorous rules. Professors are allowed to clip a contemporary article just before class. a mathematical algorithm cannot be patented unless it is realized in a tangible machine or process that has a “useful” result (the mathematical algorithm exception). The doctrine of fair use permits teachers and writers. the applicant must show that the invention is new. and cite from. There are four types of inventions for which patents are granted under patent law: machines. and academics must be able to refer to. The fair use doctrine draws upon the First Amendment’s protection of freedom of speech (and writing).

most of the inventions that make the Internet and e-commerce possible were not patented by their inventors. who patented the idea of Morse Code. and made the telegraph useful. and thus slow down the development of technical applications of new ideas by creating lengthy licensing applications and delays. The danger of patents is that they stifle competition by raising barriers to entry into an industry. Essentially. thousands of software patents have been granted. 1998). Business firms began applying for “business methods” and software patents. This early Internet spirit changed in the mid-1990s with the commercial development of the World Wide Web. Patents encourage inventors to come up with unique ways of achieving the same functionality as existing patents. Amazon’s patent on one-click purchasing caused Barnesandnoble. Virtually any software program can be patented as long as it is novel and not obvious. Patents force new entrants to pay licensing fees to incumbents. The Patent Office did not accept applications for software patents until a 1981 Supreme Court decision that held that computer programs could be a part of a patentable process. and software (1981).com to invent a simplified two-click method of purchasing. B.E-COMMERCE TECHNOLOGY AND MANAGEMENT the granting of patents has moved far beyond the original intent of Congress’s first patent statute that sought to protect industrial designs and machines. Patent protection has been extended to articles of manufacture (1842). NOTES 289 ANNA UNIVERSITY CHENNAI . patents have been extended to both encourage entrepreneurs to invent useful devices and promote widespread dissemination of the new techniques through licensing and artful imitation of the published patents (the creation of devices that provide the same functionality as the invention but use different methods) (Winston. surgical and medical procedures (1950). For instance. E-commerce Patents Much of the Internet’s infrastructure and software was developed under the auspices of publicly funded scientific and military programs in the United States and Europe. Unlike Samuel F. Morse. Since that time. The early Internet was characterized by a spirit of worldwide community development and sharing of ideas without consideration of personal wealth. plants (1930). as technology and industrial arts progress.

‘Trademarks are granted for a period of ten years.a mark used to identify and distinguish goods and indicates their source. money.S. The court concluded that business methods should be treated like any process and that Signature Financial had invented a business method that could be patented. or any “step by step process. The court ruled there was no reason to disallow business methods from patent protection. and second. Inc. be it electronic or chemical or mechanical. trademark law protects the owner . a Federal Circuit Court of Appeals in the State Street Bank & ‘Dust v. However.” 5. State Street Bank & trust attempted to license the system from Signature Financial. ‘Trademarks have been extended from single words to pictures. in a landmark decision that paved the way for Internet business methods patents. the Federal Appeals Court threw out the socalled business methods exception under which it was thought business methods could not be patented. but when negotiations broke down.3. shapes. immoral or deceptive marks. and can be renewed indefinitely. and energy bringing the product to the marketplace .DBA 1727 NOTES “Business Methods” Patents In 1998.2. packaging.who has spent time. first. case upheld the claims of Signature Financial to a valid patent for a business method that allows managers to monitor and record financial information flows generated by a partner fund ( a “hub and spoke” system). Trademark protections exist at both the federal and state levels in the United States. Second. Federal trademarks are obtained. Inc.Financial Group. Signature Financial Group. and higher returns. or marks belonging to others. diversification. mutual funds (the spokes) pool their funds into a single portfolio to achieve greater financial leverage. by use in interstate commerce. the trademark law protects the public in the market-place by ensuring that it gets what it pays for and wants to receive. by registration with the U. 290 ANNA UNIVERSITY CHENNAI . Patent and ‘Trademark Office (USPTO). First. Signature Financial had invented and obtained a patent (“Data Processing System for Hub and spoke Financial Services Configuration”) on such a system in 1993. In hub and spoke financial systems.3 Trademarks: Online Infringement and Dilution Trademark law is a form of intellectual property protection for trademarks . flags of states and nations. The purpose of trademark law is two fold. State Street sought to have the patent declared invalid and unenforceable because business methods could not be patented. Some things may not be trademarked: common words that are merely descriptive (“clock”). that involves an algorithm in the broad sense of the term. and colors”.against piracy and misappropriation.

and 3) the 291 NOTES ANNA UNIVERSITY CHENNAI . Jurisdiction and sovereignty Issues of jurisdiction and sovereignty have quickly come to the fore in the era of the Internet. 2) the laws of the state/nation that apply where the server hosting the transaction is located. Dilution occurs through blurring (weakening the connection between the trademark and the goods) and tarnishment (using the trademark in a way that makes the underlying products appear unsavoury or unwholesome). causes consumers to make market mistakes. Use of a trademark that creates confusion with existing trademarks. i. the Internet. The test for infringement is twofold: market confusion and bad faith. In essence.4 CYBER LAW. Congress passed the Federal ‘Trademark Dilution Act. and jurisdiction. a single transaction may involve the laws of at least three jurisdictions: 1) the laws of the state/nation in which the user resides. 5. cyber law is an attempt to apply laws designed for the physical world to human activity on the Internet. as it is an intersection of many legal fields. In addition. It is less a distinct field of law in the way that property or contract are. CONTRACTS AND WARRANTIES 5.e.1 Cyber law Cyber law is a term used to describe the legal issues related to use of communications technology. privacy. but Internet users remain in physical jurisdictions and are subject to laws independent of their presence on the Internet. including intellectual property. In 1995. and extends protection to owners of famous trademarks against dilution. the intentional misuse of words and symbols in the marketplace to extort revenue from legitimate trademark owners (“bad faith”) is proscribed.E-COMMERCE TECHNOLOGY AND MANAGEMENT Disputes over federal trademarks involve establishing infringement. freedom of expression. particularly “cyberspace”. which created a federal cause of action for dilution of famous marks. which is defined as any behavior that would weaken the connection between the trademark and the product.4. This new legislation dispenses with the test of market confusion (although that is still required to claim infringement). The Internet does not tend to make geographical and jurisdictional boundaries clear. As such. or misrepresents the origins of goods is an infringement.

such as Lawrence Lessig’s argument that “The problem for law is to work out how the norms of the two communities are to apply given that the subject to whom they apply may be in both places at once” (Lessig. Our world is different” (Barlow. 5. So a user in one of the United States conducting a transaction with another user in Britain through a server in Canada could theoretically be subject to the laws of all three countries as they relate to the transaction at hand. for example. 292 ANNA UNIVERSITY CHENNAI . A Declaration of the Independence of Cyberspace). Those who favor the latter view often feel that government should leave the Internet community to self-regulate. John Perry Barlow. We are forming our own Social Contract. Other scholars argue for more of a compromise between the two notions. Code 190). An offer is a commitment with certain terms made to another party such as declaration of willingness to buy or sell a product or service.4. Consideration is the agreed upon exchange of something valuable. not yours. where there are wrongs. Offers and acceptances can occur when parties exchange email messages. The Contract is formed when one party accepts the offer of another party.DBA 1727 NOTES laws of the state/nation which apply to the person or business with whom the transaction takes place. including all of its stated terms. Human civilization is developing its own (collective) mind. property or future services. you have no ethical right to intrude our lives. An acceptance is the expression of willingness to take an offer. Contracts are a key element of traditional business practice. Another major problem of cyber law lies in whether to treat the Internet as if it were physical space (and thus subject to a given jurisdiction’s laws) or to act as if the Internet is a world unto itself (and therefore free of such restraints). we will identify them and address them by our means. Since you make sure we cannot harm you. has addressed the governments of the world and stated. A more balanced alternative is the Declaration of Cyber secession: “Human beings possess a mind. This governance will arise according to the conditions of our world. which they are absolutely free to inhabit with no legal constraints. such as money.2 Contracting and Contract Enforcement in EC Any contract includes three essential elements: an offer. “Where there are real conflicts. an acceptance and consideration. and they are equally important on the Internet. All we want is to be free to inhabit it with no legal constraints. So stop intruding!”. engage in electronic data interchange (EDI) or fill out forms on web pages.

A seller implicitly warrants that the goods it offers for sale are fit for the purposes for which they are normally used. which suggests that the goods are suitable for the specific uses of the buyer. Sellers could create explicit warranties. Thus the parties to an electronic commerce contract should find it relatively easy to satisfy the writing requirement. courts tend to interpret those actions as offers and acceptances. such as exchange of paper documents. often unintentionally.E-COMMERCE TECHNOLOGY AND MANAGEMENT These Internet communications can be combined with traditional methods of forming contracts. computer files on disks and faxes are writings. A signature is any symbol executed or adopted for the purpose of authenticating writing. Writing Contracts on the web An early decision in the 1800’s held that a telegraph transmission was writing. NOTES 293 ANNA UNIVERSITY CHENNAI . nodding one’s head. acceptance of an offer from the buyer may result in an additional implied warranty of fitness. Later courts have held that tape recordings of spoken words. When enforcing contracts. in some circumstances. It is reasonable to assume that a symbol or code included in an electronic file would constitute a signature. Courts have been similarly generous in determining what constitutes a signature.4. If the actions are reasonable under the circumstances. legally binding acceptances of offers. taking an item off a shelf. courts tend to view offers and acceptances as actions that occur within a particular context. by making general statements in brochures or other advertising materials about product performance or suitability for particular tasks. courts have held the various actions—including mailing a check.3 Warranties on the web Any contract for the sale of goods includes implied warranties. faxes and verbal agreements made over the telephone or in person. or opening a wrapped package—are all. 5. shaking hands. Firms concluding international electronic commerce do not need to worry about the signed writing requirement in most cases. Article 11 of the United Nations Convention on Contracts for the International Sales of Goods (CISG). shipping goods. For example. requires neither a writing nor a signature to create a legally binding acceptance. If the seller knows specific information about the buyer’s requirements. The main treaty that governs international sales of goods.

transactions are both instantaneous and largely anonymous. to sophisticated concepts in international taxation. Also. The concept of taxation involves jurisdiction. mail order and telephone solicitation.S.DBA 1727 NOTES 5. a business can move to so-called tax haven jurisdictions and conduct business outside the taxing jurisdiction of any country. involve the delivery of goods from a specific physical location to a specific location by means of a common carrier. constitution requires a sufficient physical connection with the state or local jurisdiction by a company to 294 ANNA UNIVERSITY CHENNAI . But the U. While governments who rely on an income tax to fund themselves will have great difficulty taxing Ecommerce. the U. government taxes its residents on their world-wide income because they are connected with the U. cannot tax a foreign citizen who is not a U. through citizenship and residency.5. sources. Also.S. Although states and local jurisdictions have wrestled with the issue of collecting taxes from out-of-state mail order sellers and telephone solicitors for decades. digital music or books and services. taxes foreign individuals and businesses who are receiving income from U. the internet allows almost any small business to sell to customers in different states and countries. Because Ecommerce involves computers communicating with each other at the speed of light.S. For instance.5. As discussed below. it will be very difficult. With the internet. From the Boston Tea Party Rebellion in which tea was taxed as it physically landed on American shores. because of the speed in which transactions occur and the absence of a traditional paper trail.S. In contrast.1 Introduction on Taxation Electronic Commerce (“Ecommerce”) presents unique challenges to federal and state tax authorities. resident on earnings from a foreign source. if not impossible to apply traditional notions of jurisdiction to tax these transactions. especially with intangible property transmitted by computer such as software. two traditional forms used by remote sellers.S. TAXATION AND ENCRYPTION POLICIES: 5. the U. the U.S. a government’s authority to tax has always been based on territory and jurisdiction.S. states and local jurisdictions that rely on sales and property taxes to fund their operations are in steep trouble. Ecommerce involves commerce using the Internet: typically purchases and sales through computers.

According to a Gallup Poll. Congress was concerned that because internet 295 NOTES ANNA UNIVERSITY CHENNAI . compared to 14% in favor (Source: San Francisco Chronicle. and merely selling property. Some of the unique features of Ecommerce include:  Computer-to-Computer transactions without a paper trail.2 Current Law . In fact. 2001.5. under the Internet Taxation Freedom Act (“ITFA”). Congress noted that the internet was inherently susceptible to multiply and discriminatory taxation in ways that traditional commerce was not. Congress realized that the internet needed time to grow as a viable medium for commerce. 5. 1998 and remains in effect until October 21. without being subjected to taxing regimes imposed by the states. passed in 1988 there is a 3-year moratorium on federal and state taxation imposed on internet transactions. such as taxable goods with taxexempt services.E-COMMERCE TECHNOLOGY AND MANAGEMENT burden the business with a tax obligation. September 15. and it extremely doubtful that U.  Anonymous transactions. outside of pressure from state and local tax authorities. page D2). But brick and mortar retailers who sell their products in physical locations. it will take a Constitutional amendment to change the commerce clause. services or goods to a customer who resides in a state is not sufficient nexus. 73% of active internet users oppose an internet sales tax. ITFA’s purpose is to halt the rush by states to tax transactions occurring on the internet until Congress has had the opportunity to study the issue and make recommendations. citizens will vote to tax themselves on internet transactions. they would be less likely to vote for a politician who voted to tax internet transactions. especially if a new form of electronic cash takes hold.S. there is little ground swell for internet taxation by politicians. CDs and movies in electronic form) and services (brokerage or accounting services). 1999. According to 36% of the respondents who use the internet. The moratorium began on October 21. and  Bundling of taxable and non-taxable items.  Lack of information on the location of the seller and purchaser.A Moratorium on Internet Taxes Currently. In short.  Electronic delivery of goods (books. contend that internet taxes are needed to equalize the tax burden for competitive reasons.

Example: If the purchase of a book over the internet is subject to a tax that is different from purchasing a book in a bookstore. Discriminatory Taxes A discriminatory tax traditionally involved a tax that favored local commerce over interstate commerce. there is no agency relationship between the remote seller and the company providing the access or online services. even if the purchaser used a California ISP to connect to the internet.DBA 1727 NOTES transactions involved a number of computers and routers. such as mail-order and telephone solicitation vendors do not collect sales taxes. states cannot use an “agency nexus” theory to claim that a purchaser’s ISP is an in-state agent for the seller. goods or service. uses a computer in another state for internet access or online services. Sales tax cannot be levied on because the purchaser uses ecommerce to access the seller’s computer to acquire property. Example: If a purchaser in California uses his computer to connect with a bookseller’s computer located in Nevada. However. no state or political subdivision may levy a sales tax. Ecommerce conducted by out-of-state vendors do not have an obligation to collect sales taxes if traditional remote sellers. goods or services through other means. In addition. but the definition under ITFA has been broadened to include the coverage of the tax. The same would be true if the taxing authority charged a higher rate of tax for ecommerce purchases of books. California cannot claim there is an agency nexus to tax the transaction. then the tax is discriminatory. ITFA would protect internet business from being taxed in complicated and unexpected ways by remote jurisdictions. potentially dozens of jurisdictions could attempt to tax a single transaction. if a remote seller in one state. Example: If a Nevada-based seller hosts his website on a California computer and a California resident purchases a book. its application or a differential tax rate. In other words. Thus. routing transactions throughout the country and even throughout the world. Also. the tax is discriminatory. It other works. if an ecommerce transaction is subject to a tax that is any different from a tax imposed on similar property. 296 ANNA UNIVERSITY CHENNAI . it is permissible to charge a lower rate on an ecommerce transaction. a taxing jurisdiction may discriminate in favor of ecommerce.

Lycos or Alta Vista or ISPs that host such websites or telecommunication companies that transmit information over the internet. If books. This could occur if a state taxed internet access services as telecommunications services and then taxed located telephone services as well. magazines. hosts its website with a California ISP. newspapers or forms of tangible information are not subject to sales tax. A tax obligation cannot be imposed on a different entity such as a credit card company. Unless a credit is given to eliminate any double-taxation. if the vendor selling the product.E-COMMERCE TECHNOLOGY AND MANAGEMENT Example: A New Hampshire company. with no physical presence in California. service or property would be the entity responsible to collect sales tax under conventional commerce. NOTES 297 ANNA UNIVERSITY CHENNAI . the vendor can use ITFA as a defense if he uses credit card verification or procedures to insure he is dealing with persons over age 17. Vendors who knowingly conduct ecommerce involving obscene or materials that are otherwise harmful to minors cannot rely on ITFA as a defense against taxation. Exceptions to ITFA transactions. such as California’s sales tax and San Francisco County’s add-on sales tax for it Bay Area Rapid Transit. Multiple Taxes Multiple taxes on the same transaction or service either in the same taxing jurisdiction or tow or more taxing jurisdictions are prohibited. California cannot impose a sales tax on transactions because a California ISP was involved. but only in proportion to the ecommerce or internet applications. Bundled software that includes protected ecommerce or internet applications are protected under ITFA. then downloads of that same information cannot be taxed. The exception does not apply to internet information and search services such as Yahoo. such a tax would violate the prohibition against multiple taxation. However. There is an exception if the tax is imposed by a state and a local subdivision.

Supreme Court held otherwise and ruled that a state could impose a requirement that a company collect and remit sales taxes. both California and San Francisco have the right to tax a company physically located in San Francisco. such as a hotel. the company had to have substantial connections (a physical presence) with the state. a mailorder company without a physical location. even though the guests might reside in another state. employees or sales agents in North Dakota could not be compelled to collect sales tax on its sales to North Dakota customers. In general. but sells to California residents.S. Converse. but the vendor has the obligation of collect and remit the tax to the tax agency. The problem comes when a business is not physically located in California. 504 U. the U. Although it was not physically present in North Dakota and did not have a sales agents in the state. Retail sales by venders to in-state consumers are subject to sales tax on the purchase. 298. the duty to collect a sales or use tax depends on where the sale is located and whether the buyer is a consumer or a business. The U.DBA 1727 NOTES 5.The Significant Issues Nexus .The Foundation of State and Local Taxation The Interstate Commerce Clause of the U.S.S. Example: A company that operates in Nevada and does not sell products in California or to California residents cannot be taxed by California. Under the commerce clause.S. Quill corporation sold office furniture products through a catalogue.3 Taxation of Ecommerce . Under what circumstances may California levy a tax on sales to California residents? In Quill v North Dakota. The key issue is whether the company that is being taxed as sufficient connection (nexus) with the taxing authority. Constitution prevents the states and their political subdivisions from imposing taxes that unduly burden interstate commerce. the North Dakota Supreme Court held that by selling its product to North Dakota customers. It is the commerce clause’s concept of nexus that prohibits most ecommerce transactions from being taxed. Supreme Court held that a remote seller could be required to collect sales taxes only if the seller had the requisite nexus with the buyer’s state. Quill established an economic presence in North Dakota which created nexus for sales tax purposes. 298 ANNA UNIVERSITY CHENNAI . 1992. Three general rules apply: 1.5.

NOTES 3. The absence of nexus in the mail order cases is profoundly greater in the Ecommerce context. unless the vendor has sufficient nexus under the commerce clause with the purchaser’s state to require collection. Will Ecommerce Really Erode the Tax Base for States and Localities? Although state and local tax officials express grave concern that the Ecommerce will decimate the ability for states and localities to levy taxes on these transactions. As a practical matter. this response might be overblown. Example: California wants to apply a sales tax to the sale of software to its residents. CD or a shirt. Note: If the goods or property purchased are tangible. in reality. unless a state or locality can pinpoint the physical location of the seller and buyer.E-COMMERCE TECHNOLOGY AND MANAGEMENT 2. Currently. hence the emphasis on requiring out-of-state vendors to collect and remit the tax. this is virtually impossible to enforce. it must determine that the purchase is a California resident and that the seller has sufficient nexus with California to be required to collect and remit the sales tax. then the consumer is legally obligated to pay a self-assessed tax directly to the taxing agencies on the purchase. Ecommerce transactions occur instantaneously and without identity of the seller’s or buyer’s location. Because the sales tax is destination based. states and localities cannot tax remote sellers anyway. If the out-of-state vendor cannot be required to collect the tax. This means that mail order and 299 ANNA UNIVERSITY CHENNAI . often then can be located outside the jurisdiction of the U. instead of a sales tax.S. Out-of-state vendors making consumer sales are not required to collect and remit sales taxes. altogether. such as an actual book. since the consumer is paying a tax for the use of the property. then the traditional notions applicable to mail order taxation could be applied since it could be ascertained where the goods were shipped and where they were delivered. unless they have sufficient nexus with the state. California cannot determine whether the purchaser was a California resident and whether the seller had sufficient physical presence in California. Not only do internet companies not have physical presence in the taxing jurisdiction. In order to California to levy the tax. Even if a transaction can be theoretically taxed. This is usually referred to as a “use” tax. Without ascertaining the location of the seller or buyer. it is impossible to determine jurisdiction for sales tax purposes.

Although Ecommerce in rapidly growing. or there is a constitutional amendment allowing taxation of remote sellers. There is no prohibition against the use tax. Ecommerce does not affect the tax base since remote sales involving mail order or telephone solicitation are exempt from sales tax under the commerce clause. services. a state’s citizen is supposed to self-assess a use tax which is equal to the sales tax. the problem lies in enforcement. Unless the Supreme Court drastically alters its reading of the Constitutions’s commerce clause. and approximately 80% of current Ecommerce is business-to-business. Also. Even if a remote seller is not subject to sales tax rules.DBA 1727 NOTES telephone solicitation commerce by remote sellers is not subject to tax. Therefore. as of 1988. There is evidence that even if all Ecommerce was subject to sales taxes. Remember that business-to-business sales are subject to use tax payments by in-state businesses. accounting. To the extent Ecommerce is merely a substitute for other remote seller transactions. although Ecommerce prevents states from forcing remote sellers from collecting and remitting sales tax. 300 ANNA UNIVERSITY CHENNAI . but the states have been lax in enforcing this requirement. it represents much less than 1% of total consumer spending. such as legal. Ecommerce involving intangible goods or services will not cause an erosion of the tax base. the revenue generated to the states and localities would represent about one-tenth of one percent of all sales and use taxes collected. Ecommerce merely continues the trend to avoid taxes by engaging in remote selling without a physical presence. the ultimate tax liability is not affected since in-state consumers have the legal tax liability to self-assess and pay the tax anyway. are not subject to sales taxes. The answer to Ecommerce taxation in particular and remote selling in general. is to require a state or locality’s resident to self-assess the tax that should have been collected by the remote seller. sales and use taxes continue to grow. Therefore. Most services and intangible products are not currently subject to sales taxes anyway. In California. despite Ecommerce. and medical costs. Neither are food or medicine.

one can broadcast the public key to all users. which has been used throughout history. encrypted by the private key.S. the biggest users of cryptography were governments. Small businesses would be buried in costly paperwork attempting to comply with all these rules. And the public key can decrypt data. This could mean a uniform tax rate agreed to by all the states. In Public Key encryption system. the current state and local tax systems.500 throughout the U. The encryption and decryption algorithms are designed in a way so that only the private key can decrypt data that is encrypted by the public key. The encrypted data can be read only by those users for whom it is intended.4 The Future for Ecommerce Taxation The Commission on Electronic Commerce. In Texas alone.5.5 Encryption policy: Encryption is a technique for hiding data. That is precisely why the commerce clause in the Constitution prohibits taxes and is an undue burden on interstate commerce. 301 NOTES ANNA UNIVERSITY CHENNAI .300 separate sales tax jurisdictions. In a Public Key encryption system each user has two keys-public key and private key.. Before the digital age. Unfortunately. Computer encryption is based on the science of cryptography. are notoriously parochial minded when it comes to defending their jurisdiction. provided the tax is simple to calculate for businesses. One of the available techniques commonly used for encryption is Public Key. there are more than 1. or technological advances that would allow businesses to calculate the sales tax simply and without a large investment in time and resources.5. particularly for military purposes. which number close to 7. Nowadays various encryption techniques are available. created by the ITFA legislation. 5. These numbers could be significantly increased if states and local jurisdictions were allowed to tax Ecommerce. but several members have voice support for Internet taxes. RSA Data Security of Redwood City offers the most popular and commercially available algorithm. Therefore.E-COMMERCE TECHNOLOGY AND MANAGEMENT 5. has not been able to make any headway in the taxation debate.

DES was introduced in 1975 by IBM. encrypting each message block using three different keys in succession. You just need to tell others your secret key a number less than 256. Broadly speaking. a different algorithm is generated for each secret key. Designed for hardware implementation. secure-key distribution becomes difficult. public-key cryptography. DES has been extensively researched and studied over the last twenty years and is definitely the most well-known and widely used cryptosystem in the world. DES can also be used for single user encryption. and the National Bureau of Standards (NBS) (which is now called NIST). using triple-encryption takes three times as long as singleencryption DES. the National Security Agency (NSA). In a multi-user environment. that is. discussed in the next subsection. thought to be equivalent to doubling the key size of DES. to store files on a hard disk in encrypted form. If you use DES three times on the same message with different secret 302 ANNA UNIVERSITY CHENNAI . Despite the fact that its algorithm is well known. This means that everybody can be told about the algorithm and your message will still be secure. Of course. DES has withstood the test of time. which is used both to encrypt and decrypt the message. Triple DES. symmetric cryptosystem: When used for communication. The actual software to perform DES is readily available at no cost to anyone who has access to the Internet. should prevent decryption by a third party capable of single-key exhaustive search. was developed to solve this problem. for example. it operation is relatively fast and works well for large bulk documents or encryption. DES operates on 64-bit blocks with a 56-bit secret key. The number 256 is also large enough to make it difficult to break the code using a brute force attack (trying to break the cipher by using all possible keys). there are two types of encryption methods:   Secret-key cryptography Public-key cryptography Data Encryption Standard (DES) A widely-adopted implementation of secret-key cryptography is Data Encryption Standard (DES). A new technique for improving the security of DES is triple encryption (Triple DES). Instead of defining just one encryption algorithm. however. DES is secret-key. it is impossible to break the cipher without using tremendous amounts of computing power. DES defines a whole family of them. to 112 bits. With a few exceptions.DBA 1727 NOTES Most computer encryption systems belong in one of two categories. both sender and receiver must know the same secret key.

Online conventions are still being developed. Websites can keep customers’ trust by taking them through a transparent transaction process. At this point most shopping carts are abandoned. Therefore. Navigation If customers walk into a new high street shop they can usually find their way around.E-COMMERCE TECHNOLOGY AND MANAGEMENT keys. On the home page a site’s purpose must be clear to the first-time visitor. The challenge is to create enticement – to explore the store .6 Customer’s Trust Online 1. faster symmetric algorithms have been developed.5. it is virtually impossible to break it using existing algorithms. Over the past few years several new. to a new palette that is fast to download to the computer screen.. On-screen design and copy styles should reflect existing printed literature. At all times customers should know where they are in the checkout process and they should be able to find out what happens later. It must be easy to see: How orders are to be processed The company’s returns policy.without customers getting lost. The internet is tactile . A company’s colours may need re-working online. There are conventions for laying out a shop and customers unconsciously understand and follow them. 5. Fulfilment Goods have now been selected and your customer has made it to the checkout. sound and move in ways that reinforce the company’s existing image. Developing a brand to work online is a new task. Use simple words to describe the site’s content and make it easy for visitors to find what they are looking for by giving clear instructions. Presentation The look of a site conveys a sense of personality and influences the degree to which visitors are prepared to trust the site owner. Online and offline customer support services The company’s security policy for 303 NOTES ANNA UNIVERSITY CHENNAI .web pages should look. 3. 2. some judgement will be needed to make first-time visits successful. If an organisation already has a corporate identity then the site should be consistent with this. but DES remains the most frequently used.

with transparency and. the quality of products and the level of service support.5. Make sure that technology supports your sales process and does not obscure it: Automatically recognise returning customers Help to complete forms correctly Design forms to work with software programs that automatically add user details to the form 5. Younger visitors and technically aware customers may be more tolerant of higher technical demands. Aim for graphics and functions in proportion to your customer’s needs. If we see them on a website we trust the website more. Old hands need quick routes to every part of the site. And remember to train your staff to handle returned online orders. Are you handling visitors new to the web trade or devotees?   Newcomers need signposts and easy navigation. If you have shops on the high street. 5. If your company is trusted by these organizations. don’t hide it. Familiar Names & Logos Names that we know and trust are familiar and friendly.DBA 1727 NOTES personal information. above all. Customers trust sites where they can see the familiar logos of credit card brands.7 Steps to Plan Successful E-Commerce Respond Fast If the plan is to respond to customer wishes. major software companies and web security organizations. with consistency. These needs will change with your customer’s experience. Should your company have a familiar name. 4. then the most successful plan will be the one that responds fastest. use it to build customer expectation of the site’s content. Technology Too much technology can be daunting. This means that every component of the plan should be built 304 ANNA UNIVERSITY CHENNAI . Web customers will have higher service expectations than offline customers. They may expect service delivered in real time. Use technology as a transparent aid to navigation and activity. give customers the option to return goods there.

Challenge Internal Assumptions Remove internal processing costs to make dramatic improvements to profit margins. computer to computer? With the time saved. Are you offering them a new way to use an existing service or a completely new service? Is it faster. Ask yourself if your customers want this? If they do. In particular. look for processes in which information is transferred. Supplier & Distributor Benefits What’s in it for customers. it’s almost always impossible to measure the effect of each one. How many steps can be eliminated by outsourcing tasks to your customers and suppliers? Who is best placed to make the original information entry? Can that information be shared to avoid reentering the same information? What information could customers. Analyse each sales process to clarify what it is that staff spend time doing. suppliers and distributors? Have you asked what they’d like? The web’s very good at research. If they don’t. Test to learn from the customer and to improve one step at a time. cheaper.E-COMMERCE TECHNOLOGY AND MANAGEMENT with the intention of proving a principle. what could your staff do to add more value for customers? Focus on Customer. then a more robust version can be built. Test out Your Plan In the online marketplace everything is a test until it’s proven by the customer. more convenient or just new and online? What new information do they get? Decide what you can reliably offer each group now and plan a phased introduction of more complex services. suppliers and distributors find for themselves. Complexity often arises from integrating tried and tested stand-alone services. NOTES 305 ANNA UNIVERSITY CHENNAI . Successful testing follows a simple rule: Test one Thing at a Time Only test changes that can be measured directly. then you can redirect your time and resources and use the knowledge gained to good effect elsewhere. If a test includes more than one change.

Equally. Unless a company’s online services are entirely online. If your organisation is typical. others will not enjoy the increased interaction with customers. 306 ANNA UNIVERSITY CHENNAI .DBA 1727 NOTES Give Good Reasons to Use Online Services Not all customers will automatically move to an online service simply because it’s there. There are three sets of costs that should be calculated: 1. post change  long-term cost-savings  long-term outsourcing arrangements  ongoing online development plans 2. in a service’s early stages it may not make good sense to risk overwhelming a new online channel by quickly moving large numbers of customers over to the new service. find ways to: Inform them that it is there (they may not know this) Tell them how to change over Incentivise the swap to make it worthwhile Introduce the new service as a special privilege beta test programme Calculate the Three Sets of Costs Very few organisations have all the resources in-house to start offering online services. Some may find this work more fulfilling. They will almost certainly require some training in how to make the most of the new technology for the benefit of their customers. Current company costs that will be altered by the online changes  both internal and external costs Cost to implement the changes  interim support may be needed  training for staff whose tasks change New cost assumptions. 3. Help Staff Adapt to Online Working An online service will affect your staff and the work that they do. staff who is to fulfil new service roles will require assistance to develop new skills. If you prefer customers to use an online channel. there will be a progressive transfer from processing tasks towards customer service.

including the state. Trade and commerce over the Internet give rise to several legal issues  The growth of EC on the Internet depends to a large extent on the confidence of traders in forming legally enforceable contracts online. social. electronic transactions. viz. and make recommendations for managers who are given the responsibility of operating e-commerce companies within commonly accepted standards of appropriateness. remote employee access. Privacy is a girder supporting freedom: Without the privacy required to think. Information technology has made it difficult to protect intellectual property. and perhaps destroyed. write. and associate independently and without fear. offer is communicated by the acceptor and acceptance is received by the offer or from the acceptor. free from surveillance or interference from other individuals or organizations. The ethical. Exchange of electronic messages and documents EDI.   307 ANNA UNIVERSITY CHENNAI . social and political freedom is weakened. The key activities associated with the formation of an enforceable contract do take place on the Internet. because computerized information can be so easily copied or distributed on networks. provide a framework for organizing the issues.  Intellectual property is considered to be intangible property created by individuals or corporations. and political issues raised in e-commerce. plan.E-COMMERCE TECHNOLOGY AND MANAGEMENT Summary  Internet commerce raises legal issues through the provision of the following services: NOTES Online marketing Online retailing ordering of products and services Financial services such as banking and trading in securities. electronic filing. The Concept of Privacy: Privacy is the moral right of individuals to be left alone.

2. The outdated and overly complex mechanisms used by thousands of jurisdictions to tax traditional transactions is clear that a fundamental restructuring of our current sales tax laws is needed to simply tax collection.e. 12. the Internet. 13. 8. privacy. Contracting and Contract Enforcement in EC: Any contract includes three essential elements: an offer. social and political issues in EC What are the basic ethical concepts Define privacy Define Intellectual property Describe the three main types of intellectual property protection What is contracting? How is it enforced in EC Discuss taxation in EC Describe the significant issues of taxation in EC Define encryption policy Define DES Discuss the steps to plan successful EC 308 ANNA UNIVERSITY CHENNAI . 7. particularly “cyberspace”. 4. cyber law is an attempt to apply laws designed for the physical world to human activity on the Internet. to decrease the burden of compliance on business and to deal with the increasingly integrated economy of Ecommerce. i.    Questions for review 1. List the major legal issues of EC Discuss the EDI Interchange agreement Define ethics Discuss the ethical. In essence. 3. Cyber law is a term used to describe the legal issues related to use of communications technology.DBA 1727 NOTES  There are three main types of intellectual property protection: Copyright. 6. as it is an intersection of many legal fields. 10. 5. The Contract is formed when one party accepts the offer of another party. freedom of expression. including intellectual property. 9. 14. an acceptance and consideration. 11. It is less a distinct field of law in the way that property or contract are. and jurisdiction. Patent and Trademark law.

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