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Feb/Spring 2012
Master of Business Administration - MBA Semester IV MI0039 – eCommerce - 4 Credits Assignment - Set- 1 (60 Marks) Note: Each question carries 10 Marks. Answer all the questions.
Q.1. Explain the framework of e-Commerce in detail.
Answer:-
Electronic Commerce Framework
A framework can be defined as a structure for supporting or attaching something else,
particularly a support that is used as the foundation for something being created. Hence, an e-
commerce framework comprises the set of infrastructure required for carrying out the e-
commerce business. This set of infrastructure typically includes the network requirements and
the different software applications that are for e-commerce.
The e-commerce vision summarised above assumes a series of essential infrastructure services
and values steady with a broad architectural framework. This framework must allow flexibility,
interoperability and directness necessary for the successful development of electronic commerce.
The e-commerce framework offers a set of options to the customers. Most of the electronic
commerce plans have different strategies for security and privacy, their skill to deal with the
payments, and their usability to different transactions. They also vary in their business models.
Such variations promote innovation and allows for supplier and customer options. But yet, you
need a broad framework to gain wide acceptance. This includes the following requirements and
peculiarities of carrying out various business forms in this upcoming electronic environment.
Interoperability: Electronic commerce is based on a common set of required services and
standards that allow interoperability. Service providers and application designers use these
services and standards as building blocks. They achieve the goals and objectives of e-commerce
by combining, enhancing and customising these building blocks as per the requirements.
Maximum flexibility for innovation: The innovation in e-commerce will grow and be
established in ways that are impossible to visualise. This will result in evolution of new services
and businesses. We can already see that many electronic marketplaces are giving rise to new
openings for new services and businesses. Existing services and products will be specified and
adapted. Hence, the electronic commerce framework plays a vital part in adapting the changes
and then later dealing with the new applications.
Information-intensive products: It is observed that the most important set of products that are
sold through e-commerce are the pure information products. For example: electronic journals,
catalogues, videos, interactive video games, software programs, electronic coupons, and so on.
They also include electronic keys to cars, hotel rooms, storage sections, and airport boarding
gates. Some of these products can be designed or modified by a customer. For example,
customers want their own selection of articles to be attached in an electronic book, or modify
their own clothing designs. This capability calls for a customer-driven activity – a design phase,
to the purchase cycle. Hence, it is necessary to have all the activities in the process of the
transaction – designing, customising, ordering, billing, payment and distribution tightly
integrated and happening simultaneously.
New revenue collecting techniques: We already know about the traditional techniques of
revenue collection, for example, payment upon receipt, advance payment, and so on. At present,
electronic commerce supports more improved methods of revenue collection. For example, an
information product service provider will allocate the product broadly and then charge on a
usage basis — which means charging the customer only when the information is used. This
information can be a software program, a digital record, or an electronic key used to open and
start a rental car.
Meterware is a new strategy implemented in recording and billing customers constantly
depending on their product usage. Along with Meterware, electronic cash and cheques also help
in gaining new customers and sharing products.
Legacy systems: The legacy systems that are prevailing in electronic commerce field include
mainframe-based agreement, paper cheques, and payment systems, and so on. An electronic
commerce infrastructure gains success only when it allows the user to easily shift from
traditional systems to innovative, electronic systems, and applications and processes.
Transaction devices: e-Commerce dealings include different kinds of legacy and recently
formed devices, media, and systems over which transactions take place. Hence, it is necessary
that e-commerce adapts the technologies and devices required for reaching and maintaining the
mass market.
We can conclude that an electronic commerce framework developed with all of these needs and
considerations in mind will form a strong basis for an extremely useful and effective electronic
commerce infrastructure.
Selecting the best e-commerce framework
Deciding on the best e-commerce framework is one of the major challenges for any organisation.
The framework should be selected based on the three evaluation points:
· Features.
· Requirements.
· Luxuries.
Figure 1.1 explains the three evaluation points of e-commerce framework.
Figure 1.1: Three Evaluation Points of e-Commerce Framework
Features are those elements of the framework that make it more prominent and clear from other
offerings.
Requirements are the basic requirements of the framework that allow it to do its work. If one
among these is lost, then it becomes difficult to use a particular framework, even with the
presence of any other features.
Luxuries are the components whose presence is not so important, but they are required to make
the case for a framework that comes at a bonus price. The luxury components add something
extra to the system to make it worthy of the premium price. The three important factors to look
for in any
e-commerce framework are:
· Template management.
· Core framework functionality.
· Search engine features.
The framework should be adaptable in order to be able to cope with future evolution of the site
and market. At the same time, it should be able to support the existing business and make it as
easy as possible.
You cannot create content that will be suitable for submission to search engines, unless you
achieve good integration with search engine optimisation functions. Failing to do so will lead to
your site creator spending considerable time preparing submission pages instead of making use
of that valuable time for extending the site.
So long as you can balance between the cost and the benefits, it is worth paying the extra amount
to have a framework that saves you from all that work involved in maintaining the infrastructure
and processing payments. The end result is profitability, as expensive manual work is removed
from the process.
Electronic commerce and media convergence
By now you must be familiar with the e-commerce framework. Let us now discuss the role of
media convergence in e-commerce.
Media Convergence[3] is a process of interlinking of computing and information technology
organisations, telecommunication networks, and content providers from various media. These
media include journals, newspapers, music, television, radio, and entertainment software. Media
convergence conveys jointly the “three Cs” and they are computing, communications, and
content.
Convergence happens at two major levels:
1. Technologies: Creative content is transformed into industry-related digital forms for delivery.
This is done via broadband or wireless networks to exhibit on various computer or computer-
related devices and also on cellular telephones to personal digital assistants (PDAs) to digital
video recorders (DVRs).
2. Industries: Companies that are spread all over the business spectrum starting from media to
telecommunications to technology, combine or create strategic agreements. The purpose of these
alliances is to expand new business models that can yield profit from the emerging customer
expectations of availability of content.
We all are aware that there is a rapid growth with respect to usage of electronic applications and
the internet and people, all over the world, have entered the digital age because of technological
development. Most of the media-related organisations are experimenting with new openings and
concerns – afforded by what is termed as "convergence". The act of combining together of
different media and integrating new personalised services is both inspiring and overpowering.
The implementation of high-quality computers, changing to digital platforms, and formation of
high-speed computer networks has helped us with new ways of doing things. The old
explanations that provided division between TV, Radio, Cable, Newspapers, and Films are gone
forever. During 1990’s, there was evolution of ownership convergence which resulted in creation
of media-based multinational companies. For example, Disney, Viacom, Sony, and so on. From
the customer’s perspective, the Internet has also changed our favourite delivery systems, which
include newspapers that provide video and TV that offer interactive conversations, and radio that
offers web-cams.
Media convergence has a major part to play in the field of e-commerce and information
technology. Media convergence is particularly a blending of television, personal computer, and
telecommunications. This helps in providing a high-speed Internet access, traditional television
programs and interactive services in a single box. The convergence at a technological level will
facilitate audio, video, and data to be conveyed to customers using a single pipeline. This
pipeline may be in the form of wire which could be cable or DSL, or may be wireless. This will
help the customers to not only access the Internet from a single box, but also access high-speed
networks through various access points including TVs, PCs, mobile phones and other mobile
devices, public booth, and home appliances.
Q.2. List the advantages and disadvantages of e-Commerce.
Answer:-
Advantages
With the Internet acting as an emerging technology, e-commerce is the most important aspect
that has gained more prominence in the recent times. Electronic commerce involves execution of
business via the Internet with the help of computers that are connected to each other as a
network. In simple words, e-commerce is a process of purchasing and selling of products and
services and funds transfer via digital interactions.
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Q.3. Prepare a scenario on the organization having shopping cart facility showing the
advantages and disadvantages of having shopping cart facility.
Answer:-
Commerce software
The best example for e-commerce software is shopping cart software. Shopping cart acts as a
major factor that helps in distinguishing online and offline shopping. A shopping cart is the
major essential component for online shopping.
Q.4. Give examples for different models of ecommerce and explain what is the benefit of
that model in your example.
Answer: -
Business Models
Let us now discuss the various business models that have emerged since the birth of e-
commerce.
Q.5. Write short notes on
a. False and malicious sites
b. Stealing visitor’s credit card information
c. Stealing customer’s data from selling agent and internet service providers
d. The use of cookies
Answer:-
a) False or malicious web sites
The basic idea behind building the false or malicious web sites are for stealing visitors’ IDs and
passwords, stealing credit card information, spying on a visitor’s hard drive, uploading files from
Q.6. Describe the risk management paradigm in brief.
Answer:-
Risk Management Paradigm
In the previous section, we discussed about the disaster recovery plan. In this section, let us
discuss about the risk management paradigm.
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Master of Business Administration - MBA Semester IV
MI0039 – eCommerce - 4 Credits
Assignment - Set- 2 (60 Marks)
Note: Each question carries 10 Marks. Answer all the questions.
Q.1 Warigon is a retail company and they want to automate the payment system. Assume that
you are the design engineer of that company. What are the factors that you would consider while
designing the electronic payment system?
The following factors like non technical in nature, that must be consider while designing the
electronic payment system for the retail company to automate the payment system:
Privacy. A user expects to trust in a secure system; just as the telephone is a safe and private
medium free of wiretaps and hackers, electronic communication must merit equal trust.
• Security. 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, the price of a
telephone call, and a little ingenuity. Millions of dollars have been embezzled by computer fraud.
No systems are yet fool-proof, although designers are concentrating closely on security.
• Intuitive interfaces. The payment interface must be as easy to use as a telephone. Generally
speaking, users value convenience more than anything.
• Database integration. With home banking, for example, a customer wants to play with all his
accounts. To date, separate accounts have been stored on separate databases. 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.
• Brokers. A “network banker” -someone to broker goods and services, settle conflicts, and
facilitate financial transactions electronically-must be in place.
• Pricing. One fundamental issue is how to price payment system service. For example, should
subsidies be used to encourage users to shift from one form of payment to another, from cash to
bank payments, from paper: based to e-cash. The problem with subsidies is the potential waste of
resources, as money may be· invested in systems that will not be used. Thus investment in
systems not only might not be recovered but substantial ongoing operational subsidies will also
be necessary. On the other hand, it must be recognized that without subsidies, it is difficult to
price all services affordably .
• Standards. Without standards, the welding of different payment users in different networks and
different systems is impossible. Standards en at interoperability, giving users the ability to buy
and receive information, regardless of which bank is managing their money. None of these
hurdles are insurmountable. Most will be jumped within t next few years. These technical
problems, experts hope, will be solved as technology is improved and experience is gained. The
biggest question concern how customers will take to a paperless world.
the e? yw ?[ ?U mesh of interconnected data highways of many forms: telephone wires, cable
TV wires, radio-based wireless-cellular and satellite.
Far from complete, the I-way is quickly acquiring new on-ramps and even small highway
systems. The numerous constructors are either in competition with or in alliance with one
another, all in an effort to convince traffic to use their on-ramps or sections of the highway
because, like toll ways, revenues in e-commerce are based on vehicular traffic, in our case,
vehicles transporting information or multimedia content. The myriad transactions among
businesses means that the ultimate winner must select the technology for the I-way that best
matches future business needs by using today’s tools. Building an access road to a ghost town or
a highway too narrow to handle the traffic will yield equally little return on investment for those
who have been less successful at matching needs with the infrastructure.
Building the various highways is not enough. Transport vehicles are needed, routing issues must
be addressed, and of course, the transportation costs must be paid. On the I-way, the nature of-
vehicular traffic is extremely important. The information and multimedia content determines
what type of vehicle is needed. A breakdown of potential everyday e-commerce vehicles into
their technological components shows that they vary widely in complexity and may even need to
travel different routes on the I-way, much the way an eighteen-wheeler may be restricted from
traveling roads that cannot accommodate it:
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Movies = video + audio
Digital games = music + video + software
Electronic books = text + data + graphics + music + photographs + video.
Final pillar on which the e-commerce framework rests is technical standards without which the
impact of this revolution would be minimized. For e.g., returning to our analogy with traditional
transportation systems, railroad would not have flourished had each state established a separate
track standard (meter gauge versus broad gauge, for example) and goods would have to be
constantly moved from one train to another every time the standard changed, as they do today at
the border between Russia and Western Europe. Similar differences in standards exist today in
electricity distribution (110 versus 200 volts) and video distribution(Sony Beta versus VHS),
limiting worldwide use of many products.
Standards are crucial in the world of global e-commerce, to ensure not only seamless and
harmonious integration across the transportation network but access of information on any type
of device the consumer chooses-laser disc, PCs, portable hand-held devices or television + set-
top boxes (cable converter boxes) and on all types of operating systems. For example, without
the adoption of video standards, video conferencing will never become widespread, as
each manufacturer will attempt to develop equipment that maximizes their short-term profits
rather than working toward customer goals such as interoperability. While we have strived to
limit our initial discussion of the elements of a framework for electronic commerce to an
understanding of what part they play within this complex network, it is no accident that we have
ended with a convergence of technical, policy, and business concerns. The concept of
“convergence” is essential to the operation of the Information Superhighway and to the way the
business world is gearing up to deal with it. It is only fitting that we preface our discussion of the
one element of our framework we have not yet discussed in detail-e-commerce application them
selves with a clarification of the concept of convergence.
Q.2 Discuss the working concepts of EDI
Answer: Working concepts of EDI discuss the step by step process:
1. Preparation of electronic documents: The first step in any sequence of Electronic Data
Interchange is the collection and organisation of data by ABCs internal application systems.
Instead of printing out purchase orders,
Q.3 What are the four Ps of marketing? Explain how it is applied to internet marketing
Answer: The four Ps - Product, Price, Place and Promotion are widely used to divide marketing.
Let us now discuss the four Ps in terms of e-marketing in order to understand the full
significance of the internet in marketing.
Product: Various factors have to be thought upon by online marketers with respect to the
products they sell. The
Q.4 Analyze the structure of a website
Answer: The website structure is similar to the human skeleton or nervous system. A website is
connected through a network of links into something that provides form and function to the site.
In order to analyse the web
Q.5 List the benefits of online catalogue
Answer: An online catalogue is a list or itemised display, as of titles, course offerings, or
articles for exhibition or sale, usually including descriptive information or illustrations. It is a
time saving tool that provides valuable information to the prospective customers about your
product specifications. It facilitates the potential customers to locate the products according to
their specifications.
Q.6 Define m-commerce? Describe the areas of potential growth and future of m-
Commerce?
Answer: m-commerce does not have any precise definition. m-Commerce and its definition
varies from every individual. m-Commerce is called as next generation e-commerce. The process
of buying and selling of goods and
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