KME_BusinessKerschberg

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1

Knowledge Management for

E-BusinessDr. Larry Kerschberg, Co-Director

E-Center for E-Business

George Mason University

http://eceb.gmu.edu/ER Conference Tutorial, 30 November

2001

http://eceb.gmu.edu/

http://eceb.gmu.edu/



ER 2001 TutorialER 2001 Tutorial 2001 © Larry Kerschberg.2001 © Larry Kerschberg. 2

Presentation Outline Knowledge management concepts, tools and

techniques. Enterprise data, information and knowledge

resources, E-Business drivers, architectures and players, Role of XML (eXtensible Markup Language), E-Business Frameworks (B2C, B2B, Net Markets)

Conclusions.




Strategic Drivers for Knowledge Management The management of organizational

knowledge resourcesknowledge resources is crucial tomaintaining competitive advantagecompetitive advantage.

Organizations need to motivate and enabletheir knowledge workersknowledge workers to be moreproductive through knowledge sharing and knowledge sharing and reusereuse.

The Internet Internet and World Wide WebWorld Wide Web arerevolutionizing revolutionizing the way an enterprise doesbusiness, science and engineering!




Knowledge versus Information Knowledge is about beliefsbeliefs and commitment commitment .

(Searle, Speech Acts, 1969). Knowledge, in contrast to information, is about

actsacts and actionaction. Knowledge is intelligence put to work intelligence put to work . “Knowledge is a dynamic human process of dynamic human process of

justifying personal belief toward the ‘truth’ justifying personal belief toward the ‘truth’ ”(Nonaka and Tekeuchi, 1995).




Two Dimensions of Knowledge Creation Ontological and Epistemological Dimensions Ontological Dimension

Individuals create knowledge while working within anorganization that provides the context for knowledgeorganization that provides the context for knowledgedevelopment development .

Organizational knowledge creation is a process process thatamplifiesamplifies individual knowledge and crystallizescrystallizes it as partof the organization’s knowledge network.

Knowledge creation process takes place in anexpanding “community of interactioncommunity of interaction,” crossing intra-and inter-organizational levels and boundaries.




Epistemological Dimension of Knowledge Creation Tacit KnowledgeTacit Knowledge is personal, context-specific,

difficult to formalize and explain. Know-how, crafts and skills; Human beings create mental models, e.g., schemata,

paradigms, perspectives, beliefs and viewpoints, of theworld by making and manipulating analogies in their minds.

Explicit knowledgeExplicit knowledge is codified knowledge and refersto knowledge that is transmittable in formal

systematic language. (Polanyi, 1966). Documents, reports, memos, messages, presentations,

database schemas, blueprints, architectural designs,specifications, simulations.


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The Knowledge Creation Spiral

SocializationSocialization ExternalizationExternalization

InternalizationInternalization CombinationCombination

Learning by DoingLearning by Doing

BuildingBuildingCommonCommonGroundGround

LinkingLinkingExplicitExplicitKnowledgeKnowledge

DialogueDialogue



Knowledge Contents

From\To Tacit knowledge Explicitknowledge

Tacitknowledge[Socialization][Socialization]SympathizedSympathized

KnowledgeKnowledge

[Externalization[Externalization]]ConceptualConceptualKnowledgeKnowledge

Explicitknowledge [Internalization][Internalization]OperationalOperational

KnowledgeKnowledge

[Combination[Combination]]SystemicSystemicKnowledgeKnowledge



Knowledge Contents Sympathized knowledgeSympathized knowledge – includes shared

mental models and technical skills. Conceptual knowledgeConceptual knowledge – created through

metaphors, analogy and model creation. Systemic knowledgeSystemic knowledge – creates prototypes,

new services, new methods, etc. Operational knowledgeOperational knowledge – creates know-how

regarding project management, productionprocesses, new-product usage and feedback,etc.



Enterprise KnowledgeResources Internal Sources

Organizational tacit tacit and explicit explicit knowledge. Core competencies, expertise and experts. Patents, Best Practices Business Processes.

External Sources Books, papers, patents, and technical reports. Research services, e.g., the Gartner Group & Forrester. External consultants. Best Practices in Case Tools, Oracle, SAP. Competitor’s products, services and people. The Web and Internet information sources.



Enterprise Data, Informationand KnowledgeModern enterprises are creating datadata at an

unprecedented pace. Information is data which has been processed to

provided value-added insights.

Knowledge is information that is compelling and can beused to take action in decision-making situations.

E-Business considerations require KM of businessKM of business processes processes, partnerships, end-to-end relationshipend-to-end relationshipmanagement management , and protection of Intellectual Intellectual

Property Property . IP over IP! IP over IP!



Knowledge ManagementArchitecture Knowledge management requires several

components: Access to both internal and external information

sources, Repositories that contain explicit knowledge, Processes to acquire, refine, store, retrieve,

disseminate and present knowledge, Organizational incentives and management roles

to support these activities, People who facilitate, curate, and disseminate

knowledge within the organization. Information technology to provide automation

support for many of the above activities,



KM ArchitectureKnowledge

Worker's

View

Knowledge

Worker's

View

Communication,

Collaboration, and Sharing

Knowledge

Portal

Knowledge

PresentationLayer

Knowledge

Management

Layer

Data

Sources

Layer

Knowledge Management

Processes

Text

Repository

E-mail

Repository

Web

Repository

External

Sources

FTP

Acquisition RefinementStorage/

RetrievalDistribution Presentation

Domain

Repository

Enterprise

Model

Knowledge

Facilitators and

Knowledge Engineers

Knowledge

Curators

Media

Repository

Knowledge

Repository

Relational and

OO Databases




Knowledge ManagementProcess Model.

AcquisitionAcquisitionAcquisitionAcquisition RefinementRefinementRefinementRefinement Storage/Storage/

RetrievalRetrieval

Storage/Storage/

RetrievalRetrieval DistributionDistributionDistributionDistribution PresentationPresentationPresentationPresentation

• ExpertiseExpertise

•Domain ModelDomain Model

• Business RulesBusiness Rules

•Ownership;Ownership;FederationFederationAgreements,Agreements,Data SourcesData Sources

• ExternalExternalSources andSources andFormats.Formats.

•WrappersWrappers

• Politics of dataPolitics of data

• Data CleansingData Cleansing

•IndexingIndexing

• MetadataMetadataTaggingTagging

•ConceptConceptFormulationFormulation

• InformationInformationIntegrationIntegration

•Ontology &Ontology &TaxonomyTaxonomy

•KnowledgeKnowledgeCuration.Curation.

• Storage andStorage and

indexing of indexing of

KnowledgeKnowledge

• Concept-Concept-

based based

RetrievalRetrieval

• Retrieval byRetrieval by

Author,Author,

Content,Content,

Threads, etc.Threads, etc.

• KnowledgeKnowledge

Security.Security.

• Intranet &Intranet &InternetInternet

• KnowledgeKnowledgePortalsPortals

• XMLXML

• ActiveActiveSubscriptionsSubscriptions

• DiscussionDiscussionGroups.Groups.

•DigitalDigitalRightsRightsManagementManagement

• User ProfilesUser Profiles

for dynamicfor dynamic

tailoring links.tailoring links.

• KnowledgeKnowledge

creation, updatecreation, update

annotation, andannotation, and

storage instorage in

KnowledgeKnowledgeRepository.Repository.

•CollaborationCollaboration

EnvironmentsEnvironments




Knowledge Management SystemKnowledge

Portal &

Search Services

Knowledge

Presentation

& Creation

Layer

Knowledge

Management

Layer

Data

Sources

Layer

Collaboration

and Messaging

Service

Video-

Conferencing

Service

Knowledge

Creation

Services

Data

Warehouse

Information Integration Services

Federation

Services

Agent

Services

Data

Mining

Services

Metadata

Tagging

Services

Knowledge

Curation

Services

Discussion

Group

Services

Ontology &

Taxonomy

Services

Workflow

Management

Services

Mediation

Services

Text

Repository

E-mail

Repository

Web

Repository

External

Sources

FTP

Domain

Repository

Enterprise

Model

Media

Repository

Knowledge

Repository

Relational &

OO Databases

Security

Services

Digital

Rights

Management




KM Application:InteractiveKnowledge Sharing. Organizational learning through experience

sharing, case studies and “know-how”discussion threads.

Technical forums allow participants to shareknowledge on problem-domain solutions. Curators and facilitators continually monitor

forums to identify important threads, encourage

participation, and support user training. Buckman Laboratories. http://www.knowledge-nurture.com/

http://www.knowledge-nurture.com/

http://www.knowledge-nurture.com/




KM Application:Electronic Publishing Value-added knowledge disseminationValue-added knowledge dissemination of Market

Research Reports, Memoranda, Newsletters. Repository consisting of Executive Summaries,

Abstracts, Authors, Graphics, Tables, Charts, Text.Metatags for syntactic and content indexing. Organized and indexed for concept retrieval,

keyword retrieval, etc. Standard formats for document publishing and

delivery – Lotus Notes, PDF, and XML.




KM Application:Integration and Classification. Knowledge creation and classificationcreation and classification in near

real-time for data push scenarios, Need for a domain model of relevant objects,

relationships, constraints, processes, etc. Need for near real-time concept formation, indexing

and processing of massive amounts of data frommultiple sources. Massive indicates terabytes of data per day!

Examples: Intelligence Analysis Earth Observing System and Intelligence Analysis.




Buckman Laboratories Global enterprise with about $300 million dollars in sales.

Associates work closely with customers to solvechemical problems and to sell Buckman products.

Buckman wanted to move the company from a “product-

driven” to a “customer-drivencustomer-driven”enterprise. Knowledge-drivenKnowledge-driven, service-oriented service-oriented approach with the

commodities being the chemicals produced by BuckmanLabs.




Knowledge in Action “ “ If you can’t maximize the power of theIf you can’t maximize the power of the

individual, you haven’t done anything. If you individual, you haven’t done anything. If you expand the ability of individual members of expand the ability of individual members of

the organization, you expand the ability of thethe organization, you expand the ability of theorganization.” organization.” (Bob Buckman) Buckman Approach: Perform problem

solving for customers by using both tacit

knowledge and explicit knowledge. Goal is to harness the “unconsciousunconsciousknowledge of the organizationknowledge of the organization.”




K’Netix – The BuckmanKnowledge Network. The Knowledge Transfer Department is responsible

for K’Netix. Enables Knowledge-Sharing via TechForums Forum Leaders actively moderate, facilitate, seek

knowledge, and identify discussion threads. Awards:

The Arthur Andersen 1996 Enterprise Awards for BestBusiness Practices - Category, Sharing Knowledge in theOrganization.

Computer World-Smithsonian Award




K’Netix Knowledge Process

Identify Gap

Information

Search

Formulate

Response

Present to

Customer

Listen ToCustomer

Table/Graph (Excel)

Diagram (Visio)

Documentation (Word)

Presentation (Powerpoint)

Explicate

Knowledge

Case History

MSDS

Product Data SheetTechnical Library

Personal Files

CD-ROM

Techforum

KTD-KICE-Mail

Current

Information

Knowledge

BaseTechforum

Case History

Knowledge Base

Add New

Knowledge

K'Netix

Flow




K’Netix Access Menu

Associates Worldwide Share Associates Worldwide ShareKnowledge via ForumsKnowledge via Forums




Buckman Knowledge Culture Knowledge is object object , knowledge is process process, and knowledge

is power power .

Knowledge sharing rewarded within the organization, and

based on trust and long-lived relationshipstrust and long-lived relationships among associates. Knowledge curation

performed by Technical Forum leaders; weekly they index discussions via keywords, write abstracts,

prepare discussion summaries, and post them to the Forum.

Code of Ethics guides associate interactions.




Buckman Results and Vision Measures of successMeasures of success:

In 1995, 65% of associates sold to customers, versus 16% in 1979. 33% of sales from products less than 5 years old, versus 22% before

K’Netix. 72% of associates are college graduates compared to 39% in 1979.

Learning Center Learning Center introduced to allow associates to enhancetheir knowledge; uses Learning Space from Lotus.

Strategic focusStrategic focus on “intimate” customer relationships toprovided knowledge-based services, thus gaining strategic

advantage.




The E-Enterprise Framework

Enterprise

Application

Integration

Mainframe

Customers

Vendors &

Partners

Employees

Portals

Databases

Inter-Enterprise

Transactions

CRMEnterpriseResource

Planning

Customers

Legacy

Applications Marketplaces &

Exchanges

Vendors &

Partners

Human

Resources

Financial




Enterprise KnowledgeCreation and Distribution Acquire data and information from multiple, possibly

heterogeneous sources, Integration of information, tagging of information with

semantic tags, Create intellectual property (IP) with valued-added

processing, Protect IP products, processes and resources, Share knowledge with partners,

Distribute IP products to customers and partners.

E-Business Knowledge Creation



28 2001 © Larry Kerschberg.2001 © Larry Kerschberg.ER 2001 TutorialER 2001 Tutorial

Capture Information:

•Federated Databases•Web Searching •Intelligent Agents•Knowledge Rovers• XML Messages•Email Messages

Knowledge

Base

Publish & Share

E-Business Data Acquisition and Knowledge Creation with XML as the Enabler

Process & Manage

Information

Convert

To

Knowledge

0101010101

0101010101

Suppliers & Business Partners

Customers

Public Domain & WWW

Knowledge Management

XML Role

Knowledge Management Role

XML

XML

XML

KM

XML

KM

KM

Security

Concerns?

Extract New

Information:•Data Mining •Decision Support • AI •Data Warehousing

MaterializeRisk

Management

Generate Information

Information Integration

Indexing (XML Meta Tags)

RosettaNet

SOAP

WIDL

ebXML

XML

Push Publishing?

Courtesy of Mr. Gus Jabbour

Web ServicesWeb Services

E-Business Knowledge Creation

M d i K l d




Metadata in KnowledgeManagement Metadata is data-about-datadata-about-data and is used to describe

the attributes of a resource. Metadata is used in several KM activities: search,

discovery, documentation, refinement, and dissemination.

These activities may be carried out by human end-users or their (human or automated) agents.

Metadata is needed in the Internet context toenhance precision of information retrieval.

Metadata may be embedded within a document

(metatags) or they may be external to the document.




Metadata Standards Initiatives Dublin Core Metadata Initiative for Digital

Libraries, Dublin Core is an international initiativehosted by OCLC

XML (eXtensible Markup Language)W3C - RDF, (WWW Consortium)

Resource Description FrameworkW3C - Semantic Web, DAML+OIL.

Web Services A metadata bibliography is available at:

http://www.ukoln.ac.uk/metadata/desire/overview/.

C t t I d i d T i

http://purl.org/dc/

http://www.w3.org/

http://www.w3.org/RDF/

http://www.w3.org/2001/sw/

http://www.daml.org/2001/03/daml+oil-index.html

http://www.ukoln.ac.uk/metadata/desire/overview/

http://www.ukoln.ac.uk/metadata/desire/overview/

http://www.daml.org/2001/03/daml+oil-index.html

http://www.w3.org/2001/sw/

http://www.w3.org/RDF/

http://www.w3.org/

http://purl.org/dc/




Content Indexing and Taggingof Information Resources Research in automatic classification at OCLC includes

the Scorpion Project for Dewey Decimal Classification. Commercial products from Autonomy and Convera:

Use Bayesian Networks and Neural Networks to formulate

concepts automatically, not just keyword extraction. Use text mining to correlate related concepts found in

heterogeneous documents.

Automatic tagging will help analysts to createknowledge and link back to original sources.

DARPA Agent Markup Language (DAML) program iscreating a tool set for markup of Semantic Webontologies and services.

D bli C (DC)

http://www.oclc.org/

http://orc.rsch.oclc.org:6109/

http://www.autonomy.com/

http://www.convera.com/

http://www.convera.com/

http://www.autonomy.com/

http://orc.rsch.oclc.org:6109/

http://www.oclc.org/




Dublin Core (DC)Metadata Initiative

Simplicity Simplicity – the DC is intended to be usable by non-catalogers as well as resource description specialists.

Semantic Interoperability Semantic Interoperability – diverse description modelshinder sharing and understanding across disciplines.

International ConsensusInternational Consensus – participants are from allover the world.

Extensibility Extensibility – may be extended to include morespecialized structure and semantics.

Metadata Modularity on the WebMetadata Modularity on the Web – brings Digital

Library perspective to encoding metadata on the WWW.




Dublin Core Metadata Types

Content IntellectualProperty Instantiation

Title Creator Date

Subject Publisher FormatDescription Contributor Identifier

Type Rights Language

SourceRelation

Coverage




Dublin Core Metadata ElementsFrom ISO/IEC 11179 standard:

Name - The label assigned to the data element. Identifier - The unique identifier assigned to the data element Version - The version of the data element (DC: 1.1).

Registration Authority - The entity authorized to register the data element (DC: DublinCore Metadata Initiative).

Language - The language in which the data element is specified (DC: en).

Definition - A statement that clearly represents the concept and essential nature of the

data element. Obligation - Indicates if the data element is required to always or sometimes be present

(contain a value) (DC: Optional).

Datatype - Indicates the type of data that can be represented in the value of the dataelement (DC: Character String).

Maximum Occurrence - Indicates any limit to the repeatability of the data element (DC:Unlimited).

Comment - A remark concerning the application of the data element.




Knowledge Management inE-Business




e-Enterprise Providers End-to-End Solution ProvidersEnd-to-End Solution Providers

Methodologies should provideMethodologies should provide: Enterprise Data Modeling, ProcessModeling, Workflow Modeling, Toolset Neutrality.

Infrastructure ProvidersInfrastructure Providers Product attributesProduct attributes: Reliability, scalability, security, extensibility, inter-

enterprise process collaboration, content management, transactionmanagement, adherence to standards.

Net Market MakersNet Market Makers. Provide servicesProvide services: Marketplace creation, community of buyers and

sellers, auctions, dynamic and/or fixed pricing.




Ideal B2Bi Framework An ideal methodology or framework should include

the following capabilities: Inter-Enterprise Process Integration, Business service and product definition,

Business and service discovery, Globally unique identifiers for item tracking throughout the

virtual enterprise, Security (SSL, HTTPS, PKI, Digital Certificates), XML-based object and information exchange,

Message format translation, Internet Protocol support (HTTP, HTTPS, SOAP, UDDI)




E-Business Concepts E-Business denotes the use of the Internet and the

World Wide Web (Web) to conduct businesstransactions: Business to Consumers (B2C)

Business to Business (B2B) Net Marketplaces

Major goal is to create a digital domaindigital domain by which to: Integrate business processes Integrate applications, data and knowledge; Foster the virtual enterprisevirtual enterprise via the composition of web

services.




The E-Enterprise Framework

Enterprise

Application

Integration

Mainframe

Customers

Vendors &

Partners

Employees

Portals

Databases

Inter-Enterprise

Transactions

CRM

EnterpriseResource

Planning

Customers

Legacy

Applications Marketplaces &

Exchanges

Vendors &

Partners

Human

Resources

Financial




Broadvision’s View

Leader in personalization andCustomer RelationshipManagement,

BV 1-to-1 supports: Content Management, Profiles, Business Rules, and Transaction Processing,

Strategic partners includeAutonomy, Verity,

i2 Technologies, webMethods. Customers include US Postal

Service and GSA Advantage.

Market Maker

(Exchange Environment)

text

Broadvision 1-to-1 Enterprise

(Content Management, Profiles,Business Rules, and Transaction Processing)

Information Exchange Portal

Procurement(Supply Chain)

Financials,Billing

Commerce(B2B, B2C, G2G)

Buy Inform Sell

Procurement

Database

Sales

Database

Imagery

Database

O l ’ H b d S k




Customer

Oracle

GatewayNon-Oracle

DatabaseOracle Hub and Spoke

Integration Architecture

Transformation

and Rules

Database

BusinessRules

Engine

Workflow

Engine

Process

Model

Storage

Oracle

Gateway

Transform-

ation Engine

Configure

Global Data

LDAP

Customer Order

Order Confirmation

XML Order Document

XML Response from Supplier

E-Tailers'

Web Portal

Non-Oracle

Database

Suppliers'

Extranet Portal

XML Order DocumentXML Supplier Confirmation

Oracle’s Hub and Spoke

Multiple E-Tailers

Multiple Suppliers

Oracle’s Hub contains

knowledge regarding: workflow,

XML documents,

business rules,

transformations and

e-business processes.




Key Players in the B2B Space Broadvision – CRM, personalization, intra- and

extranets. i2 – Purchase order processing and supply chain

management.

Commerce One and Ariba – Procurement. Vertical Net – E-Marketplaces and exchanges. Oracle – data-driven solutions to e-business via hub-

and-spoke architecture.

webMethods – strong on XML for B2B informationintegration, EAI, and workflow.




What is a Net Market? An Internet-based marketplace that creates new market

efficiencies and associated value-added services, such asinformation, trading, infrastructure and trust

A net market has the following characteristics:

Creates new revenue models Has multiple buyers and sellers Can be vertical or horizontal, leveraging domains of knowledge Enables dynamic pricing Needs a strong community to be successful

Developed by start-ups or spin-offs of global 2000 companies

Why are Net Markets




Why are Net MarketsImportant? Net Markets will capture 37% of global online B2B transactions, or

$2.7T out of $7.3T by 2004 (Gartner Group)

Third party marketplaces will transact 15-20% of B2B e-commerce,generating revenue of $400-500B by 2003 (Merrill Lynch) Market capitalization of $800B -- $1.5T by 2003

Net Markets will grow from 18% of total B2B transactions in 1998 to29% in 2003, totaling $438B out of $1.5T (Bear Stearns) Market capitalization of $228B by 2002




Net Markets Advantages Improve overall market efficiency

Reduce transactional costs by integrating sourcing,purchasing, and billing,

More choices for buyer & selling trading partners,

Centralizes access to information Pricing better reflects supply & demand, improves allocation

and utilization

Attractive business model for Net Market makersonce critical mass is achieved

Network effects Barriers to competition, high switching costs, good margins Low incremental costs to increase membership & sales

Key to Net Markets: Price




Key to Net Markets: PriceDiscovery Static pricing

Sell products at fixed prices, typically from catalogs single vendor or aggregated (multi-vendor) Discount pricing rules or schedules for preferred customers

(pre-negotiated) or volume purchases

Dynamic pricing Increases market efficiency, welfare of buyers and sellers

Reduces “lost” revenue (buyers willing to pay more) andfailures to transact (sellers would accept less to make sale)

Works particularly well when limited or unstable supply or demand

creates price uncertainty and volatility Prices typically vary over time and across transactions Factors other than price and quantity can affect deals



ER 2001 TutorialER 2001 Tutorial 2001 © Larry Kerschberg.2001 © Larry Kerschberg.

Forward

Auction

Forward

Auction

Exchange

Reverse

AuctionNegotiation

Many Buyers

One Buyer

One Seller Many Sellers

• Seller initiated, driving

competitive bidding from

buyers• Various formats and rules

• Most complex trade,

requiring sophisticated

transaction engine• Best suited for dealing with

many attributes, not just

price and quantity,• Mirrors manual processes

• Buyers & sellers post positions oncommodities, automatically cleared

• Presupposes sufficient liquidity for

quick matching of realistic positions• Requires highest reliability and

performance

• Buyer initiated, driving competitive bidding from

sellers, as in RFPs/RFQs• Same variations as in

forward auctions

Dynamic Pricing Models




Summary of Pricing Models

NegotiationNegotiation

No-Price

Negotiation

No-Price

Negotiation

ExchangeExchangeAuction Auction

CatalogsCatalogsAggregated

Catalog Hubs

Aggregated

Catalog Hubs

Reverse

Auction

Reverse

Auction HybridsHybridsDynamicDynamic

PricingPricing

FixedFixed

PricingPricing

One toOne to

OneOneOne toOne to

ManyManyMany toMany to

OneOneMany toMany to

ManyMany




Net Markets Design Issues Market size, transaction volumes & deal sizes Volatility of supply & demand Fragmentation of buyers, sellers, intermediaries Relative market shares (and power) of players

Relative cost of sales & distribution -- “pain points” Commodity vs. complex/custom Existing price setting models Importance of branding & relationships to price Industry adoption of technology

Competition How to make money - who pays what and when




Net

Market

• Publish Supply & Demand• Connect Buyers To Sellers• Enable Price Discovery• Vet Buyers at Point of Sale

• Commit Transactions• Finalize & Generate Order

• Track & Manage Orders• Support Members• Report Market Metrics• Enable Decision Support• Ensure Market Trust & Satisfaction

• Manage Content• Provide Community Services

• Qualify New Members• Manage Member

Entitlements & Access Control

NetM

arketMak

er

NetM

ar k

etMak

er

• Ship and Receive Goods• Check Order Status• Make & Receive Payment

• Access & Contribute Content• Access Community Services

• Enroll and Register

M

ember s

M

embers • Specify or Locate Items

to Sell & Buy• Browse Market• Establish Price for Goods

and Services• Establish Transaction

Terms &Conditions

•

Provide

Content

•

Enable

Logistics

•

Manage

Credit&Risk

•

Enable

Payment

Value-Added Service ProvidersValue-Added Service Providers

Conceptual Architecture for Net Markets




User & System

Proxies (Future)

Application

Service

Components

Administration

Market Member

Access:

Market Participants Participant Info. Systems

Platform

Technology Map for Net Markets




Net Market Value-Added Services

Credit/RiskProcessing

Enables on-line verification of buyer credit worthiness and management of aggregate risk exposure through automated rule-based workflows.

FinancialProcessing

Enables automated, on-line settlement of transactions cleared through the market,via integration with member back-office systems and banking payment networks.

Logistics/

Delivery

Enables the on-line provisioning of transportation services (and buyer status-

checking) to accomplish the transfer of physical goods from the seller to the buyer.

OrderManageme

nt

Provides interfaces to inventory, manufacturing, distribution, shipping, and customer support systems to support end-to-end order tracking.

Info Access/Exchange

Establishes the on-line integration interfaces with market member businesssystemsto automatically populate catalogs, update inventories, and execute transactions.

WorkflowSpecifies, triggers, and manages the sequencing of automated informationexchanges that comprise the business process interfaces between market makersand members.

ContentProviders

Incorporates active data feeds and time-sensitive news, events, analyst reportsfrom individual media outlets or third party aggregators/syndicators of such content.

Net Market Application Services




PersonalizationDynamically customizes the presentation of a market Web site to members throughmapping rules that match appearance and content against profiles that reflect member identities, registered characteristics and preferences, and prior interactions with the site.

Community

Provides non-transactional benefits to market members through value-addedinformation and communication channels promoting interactions and relationshipsbetween members such as discussion groups, on-line chat, and aggregation of

member-supplied content.

CatalogManagement

Assembles and maintains an up-to-date catalog of goods and services available in themarket through a uniform representation that facilitates buyer search and identificationof desired products. This often involves integration with seller-side back-end systems.

Data Warehouse/DSS

Extracting market postings and transactions to data marts for off-line decision supportanalysis. Market makers can generate market price and trend reports, and offer querycapabilities to members, producing important recurring revenues from subscriptions.

ContentManagement

Supports the life cycle of value-added information to be made available to marketmembers, covering content specification, authoring or collection, editing, approving,categorizing, publishing, aging, renewal, and retiring.

ProductConfiguration

Augments catalog management with capabilities for buyers to define, manage, andsearch markets for specifications of highly customized products or complex combinationsof products in terms of product, delivery, and service attributes.

Trading EngineProvides the core dynamic price formation feature of a Net Market, encompassing avariety of models including Auctions, Reverse Auctions, Exchanges, Negotiations andhybrid (multiple stage price discovery processes).

Net Market Application Services




Catalog ManagementCatalog Management: CardoNet, Mergent, Hologix, Cohera, Saqqara, Asera, VerticalNet/Isadra,

Trading Engines: Trading Dynamics (Ariba), Tradeum (VertNet), Net Exchange, Intell.l, Moai, CommerceBid

Commerce Engines: CommerceOne, BV, ATG, MSCommerce Server, Rightworks.Aribia

Personalization: ATG, BV, Asera, Future Tense (Open Market), NetPerceptions

ContentContent ManagementManagement: Interwoven, Inso, Allaire (Spectra), Vignette, BV

CommunityCommunity: PlumTree, Autonomy, Well Engaged, IBM/Lotus

Information Access & ExchangeInformation Access & Exchange: PC Docs/Fulcrum, Verity, Extricty, WebMethods, Bowstreet, OnDisplay, STC

WorkflowWorkflow: Extricity, Vitria, Tibco (InConcert), HP (Change Engine) MQ Workflow, STC (SeeBeyond)

Data Warehouse/DSSData Warehouse/DSS: Red Brick, Oracle, DB2, Cognos, Business Objects, MicroStrategy, Brio, Actuate

System ManagementSystem Management: Tivoli, BMC, Computer Associates, HP

Product ConfigurationProduct Configuration: Selectica, Trilogy Software, Calico Commerce, i2,

Value Added ServicesValue Added Services: eCredit, HP/Verifone, CyberCash, ClearCommerce, Cybersource, PaymentTech, HNC Fraud

Detection, Transportation Exchange, CarrierPoint, eGain

Market Maker Business SystemsMarket Maker Business Systems: SAP, Oracle, Baan, Peoplesoft, Lawson, Great Plains, J.D. Edwards, Seibel

Security Management: Axxent, RSA, Verisign, etc.

HardwareHardware: Dell, Compaq, Intel, Sun, HP, IBM, Cisco

SoftwareSoftware: MS Windows, Sun Solaris, HP-UX, IBM AIX, Linux...

Network ProtocolsNetwork Protocols: TCP/IP, HTTP, HTTPS, UDP Multicast,

MiddlewareMiddleware: webMethods, SeeBeyond, IBM (MQSeries), BEA/WebLogic TIBCO, Vitria

StandardsStandards: HTML, XML, Enterprise Java Beans, DCOM/COM+, CORBA, LDAP

Application ServersApplication Servers:IBM/ WebSphere BEA/Web Logic, ATG, Netscape (Iplanet), ORACLE

Selected Net Market Component Vendors

C l i



Conclusions Research is indicated in the areas of knowledge/data

management systems architectures; E-Business frameworks use knowledge about

processes, products, partners, and customers toenable knowledge creation and sharing among netcommunities.

Intelligent services are needed to assist users insearch, ontology building, knowledge indexing,search, ontology building, knowledge indexing,knowledge creation, retrieval and disseminationknowledge creation, retrieval and dissemination.

The goal is to manage Intellectual Property over theIntellectual Property over the

Internet Protocol Internet Protocol (IP over IP).

KME_BusinessKerschberg

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