Prentice Hall, 2002 Chapter 8 B2B Support Services modified by Judith Molka-Danielsen 12-02-02.

Prentice Hall, 2002

Chapter 8

B2B Support Servicesmodified by Judith Molka-Danielsen

12-02-02

Prentice Hall, 2002 2

Learning Objectives

E-commerce services and analysisWhy outsourced?Role and types of e-strategy consultantsRole of Web hostingFinancial services, logistics services and order fulfillment services, marketing, advertisement, and sales, Describe content creation, syndication, delivery, and managementRole of directory services, how CRM is done


Figure 8-1Electronic Commerce Services and Analysis

Insert Fig 8.1 here

Source: Choi et al., The Economics of Electronic Commerce (Indianapolis: Macmillan Technical Publications, (1997), p. 18.


EC Services:Overview & Services (cont.)

Why outsource B2B services?Desire to concentrate on core businessNeed to have services up and running quicklyLack of expertise for support servicesEconomy of scale for project not possible from insideIn-house options do not keep up with rapidly changing demandsToo many services for one company to handle


REWARDS & PENALTIES OF OUTSOURCING

REWARDS FOR EXCELLENCEREWARDS FOR EXCELLENCE

PE

NA

LT

Y F

OR

PR

OB

LE

MS

PE

NA

LT

Y F

OR

PR

OB

LE

MS

LOWLOW HIGHHIGH

HIGHHIGH

HIGH HIGH OUTSOURCING OUTSOURCING POTENTIALPOTENTIAL

CAFETERIA ACCOUNTING

PAYROLL PLANT SCHEDULING

ENGINEERING ANALYSIS TOOLS

AIRLINE RESERVATIONS

12.29


Steps in the process of developing and managing EC applications1. EC strategy formulation2. Application design3. Building (or buying) application4. Hosting, operating, and maintaining

EC

EC Services:Overview & Services (cont.)


Figure 8-2EC Application Development Process


Figure 8-3The Evolution of E-Marketplaces


ProductSupplier Digital Intermediaries End Users

ServiceSupplier

ProductIntegrator

PortalDigital connectorCustomer agent Consumer

Enterprise

Marketplace builder (infrastructure supplier)

Distributor

-System-integrator

Payment-provider

ProductSupplier

E-Marketplaces and Network Supply Chain Actors

Network access provision

(e-handel services access

-Payment system

- physical and digital delivery

Market placeBtB

Terminal, mobileTlf, tv, pda

•We will talk about this again in another lecture.


Consulting Services

E-strategyConsultants help determine which specific EC applications to implementFirst step in infrastructure development

TechnologyConsultants advise companies on technology issues

EC architectureSecurity


Consulting Services (cont.)

Four types of consulting firms1. Provide expertise in area of EC2. Traditional firms that maintain divisions

focused on EC3. A large firm that consists of many small

firms that specialize in EC4. Hardware and software vendors that

provide consulting services


Application-Building Services and Required Standards

Industry standards are important for shared applications on the web —XML and related standards have been in focus.Compatibility

Efficient interaction between B2B companies necessitates connection of:

ServersApplicationsDatabases

Standard protocols and data representation schemes are needed. Support organizations for XML and EC.

UN/CEFACT body for the facilitation of ECW3C—XML and other EC standardsRosettaNet—supply chain topics


Points on XML

1. XML is for structuring data2. XML looks a bit like HTML3. XML is text, but not all content4. XML files are larger than binary files5. XML is a family of technologies and standards6. XML is not that new, 7. XML leads HTML to XHTML8. XML lets you design new document formats and

reuse old ones (modular)9. XML is the basis for RDF and the Semantic Web10.XML is license-free, platform independent,

supported by manyYou can read: http://www.w3.org/XML/1999/XML-in-10-points.html


Web Hosting and Other Services

Business hosting—hosting is popular for SMEs; large businesses need more advanced services

Dedicated server—assigned for specific purpose or customerCo-location (physical location for the server)Free Web hosting attractive option for small start-ups

In echange fo, the Provider company inserts a banner ad on their siteStarting point for small company—minimize start-up costs


Examples of Hosting Options


Web Hosting and Other Services (cont.)

Sources of information about Web hostingWeb Host Review (hostreview.com): how to select free Web hosting based on various criteriaHost Search (hostsearch.com): search engine recommends best host based on these criteria:

Monthly costDisk space requirementsMonthly transfer volumeOther

WebHosting Magazine (whmag.com):comprehensive information for members of Web hosting industry and those looking for outsources



Management service provider (MSP)Deliver IT infrastructure management servicesMultiple customers over networks on a subscription basisSpecialize in e-business and enterprise solutionsSee imspassociation.org and crosscommerce.com


Web Hosting: Categories of Service

Managers Choices: Web Server Software Categories of services: 1. Core Capabilities 2. Site Management 3. Application Construction and Dynamic

Content 4. Site Development 5. Electronic Commerce



End-to-end solutionsBuilds Web sites and EC applications from conceptual design to deploymentAlso supply:

Payment systemsDelivery managementSite monitoringOther servicesSee bccentral.com and WebVision.com


1. Core Capabilities

Virtual Server – one or multiple domain names on one server machine. Security - can make use of SSL (secure sockets layer) and other measures. IP-aps: FTP, Telnet (remote logins), Gopher (hierarchical structure of files on the Web), etc. Search engines and index programs - Microsoft's Web Server Software, Internet Information Server, has Indexing Server as part of its Web Server package. Data Analysis - who is visiting the site, how long, what documents are being viewed, dates, times. These statistics are recorded in a Web log file. Analyzer programs can be used to extract information from the log files.


2. Site Management

Authoring tools - Microsoft's FrontPage or Dreamweaver site builder software. Extra services: validate links, validate graphics, compute page download time, validate HTML code. (Allaire Corporation's HomeSite) Link checking programs or services- software or 3rd party service that check each url on your site, reports broken or dead links where you get an error message instead of a file. Customers will leave your site if there are too many failures. Exampls of site analyzers are: Linkbot Pro, Big Brother, SiteInspector. Linkbot Site Report can locate many problems. Script checking - locate error prone pages and code, e-mail reports to the site manager. Remote server administration - to allow the site administrator manages a site from an Internet connection (ie. Web Site Garage).

http://www.tetranetsoftware.com/


3. Application Construction

Application Construction - web editors and extensions. These can allow you to develop code without knowing CGI. Dynamic programs may recognize requests from different browsers and send back different reponses. Examples of editor programs: FrontPage, Dreamweaver, Cold Fusion, PageMill, HotMetaL Pro, and Netscape Composer.


3. Dynamic Content

Dynamic Content - Individual reponses are generated based on the customer information filled in forms and sent with the request. Sometimes the server side program will access a database. A web server using ODBC (Open DataBase Connectivity) can assemble information from separate and distributed databases (Oracle, SQL Server, Informix) for use in an application.

ASP (Active Server Pages) or JSP (Java Server Pages) are mechanisms to run server side programs. Programs can be written in VBScript, Jscript, Perl, or Java.


4. Site DevelopmentSoftware Development Kits - include visual Web page editor software, for writing HTML code, as mentioned in the Application Construction. But also more: sample code, instructions for developing scripts in a selected language. Wizards - can help you create features on web pages like, what's new keys, site search, site maps, search forms, and portal construction. One-button publishing - supports web page changes and uploads. Remote developers can change the file on a local PC and move it to the web server. This tool helps to keep site information current. Dreamweaver has a file collaboration system that allows users to modify the same file through using a file checkout system.


5. E-commerce support

A web server should support electronic commerce software. O'Reillys' WebSite Professional Web Server Software also comes with e-commerce templates. Turnkey software - can feature support for specific functions. These include

Product information publishing, Catalogs, Shopping cards, credit card processing, Sales report on demand, measures when ads are shown.


Financial B2B Services (cont.)

Purchasing Cards are an advantage to big government agencies or deparments. Electronic letters of credit (for big businesses)

Benefits to sellerCredit risk reducedPayment highly assuredPolitical/country risk reduced

Benefits to the buyerAllows negotiation of lower purchase priceExpansion of supply sources Payment received after document inspected by issuing bank


Figure 8-4Participants and Process of Using a Purchasing Card

Source: napcp.org/napcp.nsf/Cardparticipants!OpenPage. Used with permission of NAPCP.



Payments (cont.)Payments in B2B global tradingVenture capital to fund e-commerce initiativesInternet incubators (show ad)Tax calculation services

DPCHotSambaSales tax clearinghouseTaxware international

Implementing tax collection in the U.S.



Payments (cont.)Other financial services

Credit reporting firmsNew credit intermediaries broker credit risksAssurance firms guarantee qualityExchanges strike insurance dealsE-credit services


Order Fulfillment, Logistics,and Supply Chain Services

UPS Logistics GroupHandles outbound

logistics and delivery.

This is only one part of order fulfillment.

See the List of Services on page 328.

Solutions for EC initiatives

Tracking systemsProduct return systemsShipping solutionsE-document exchangeCustomization

EC software/providersE-services/partners


Marketing and Advertisement

Advertising methods used by offline marketers

Vertical trade showAds in industry magazinesSalespeople call on:

Existing customersPotential buyers

Digital advertisersAd server network providerElectronic wholesalers

Affiliate Programs

Affiliate programs (B2C services)Affiliates invited to put a banner of a vendor on their sitesConsumer clicks on the banner and brings up that company’s EC siteCommission paid to affiliate if customer makes a purchase

32© Prentice Hall, 2002


Infomediaries

Infomediary servicesCollect data about consumer behavior (clickstream)Analyze itRepackage it (Data Mining Technology)Sell the results

As marketing and profiling informationPurpose to increase customer loyalty

Identify likely buyersIncreased sales (Services, Market efforts)Reduced marketing costs


Other Marketing Services

Three examples of other services:Digitalcement.com provides corporate marketing portals; builds stronger relationships with customersVantagenet.com free tools that help increase traffic to a company’s Web siteBusinesstown.com has an online directory that enables small businesses to identify and evaluate service companies


Content Generation, Syndication, Delivery, and Management (cont.)

Syndication Content-delivery networks (CDNs)Catalog contentContent management options

Do it yourselfLet the suppliers do itBuy the content from an aggregatorSubscribe to a vertical exchangeOutsource to full-service Internet exchange


Content Generation, Syndication, Delivery, and Management (cont.)

Content maximization and streaming services—companies provide media rich content to reach target audience

Video clipsMusicFlash media

Use content delivery solutions that do not cause “traffic jams” with slow download times (e.g., Akamai Corporation)

Oppgave 9 side 255

ebay.com

Group 8: Kim Ingebrigsten

ebay.com

• Verdensledende i online salg

• 42,4 millioner registrerte brukere

• Selger ”alt mulig”: biler, båter, møbler, datamaskiner…

Aktiviteter tilknyttet auksjonene

• Før hver auksjon utgir auksjonshuset en online katalog med alle gjenstandene som skal selges

• Kjøpere må registrere seg for å få delta

• De som ikke kan følge selve auksjonen, kan legge inn et ”absentee bid”

• Selve auksjonen sendes direkte på nettet

• Kjøpesummen betales til auksjonshuset, som sender det du har kjøpt direkte til deg

Hvilke tjenester tilbyr ebay?

End Group 8, …

• Next Group 3b……

GRUPPE OPPGAVE I E-HANDEL

Laget av:

Tony Rodrigues

Fredrik Slåtsveen

Sabine Nicholaysen

Oppgave 2, side 78Oppgave 2, side 78

• Konkurranse mellom:– http://www.billettservice.no/

– http://www.tickets.com/

– http://www.ticketmaster.com/

– http://www.ticketonline.com/

• Hvordan:• Strategi

• Målgruppe

• Off-line samarbeid

http://www.billettservice.no/

• Strategi• Enkel hovedside

• Reklame

• Ticketmaster

• Målgruppe• Unge som gamle normenn

• Off-line• Posten

http://www.tickets.com/

• Strategi• Detaljert side• USA• Reklame• Formidler• Medlem

• Målgruppe• Ung og gammel• Til deler av verden

• Off-line• Mange muligheter

http://www.ticketmaster.com/

• Strategi• Enkel hovedside

• Underholdningsbasert reklame

• Formidler

• Samarbeidspartnere

• Citysearch

• Målgruppe• Unge

• Hele verden

• Off-line• ”Ingen”

http://www.ticketonline.com/

• Strategi• Kan gi full pakke

• Brukervennlig

• Målgruppe• Primært amerikanere

• Unge og gamle

• Off-line• Ingen


Resume Lecture….


Directory Services &Search Engines

Directory servicesB2Business.netB2BToday.comCommunityb2b.comA2zofb2b.comI-stores.co.ukWebsteronline.comThomasregister.comBocal.comB2b.yahoo.com

Search engines and news aggregators

Moreover.comGoogle.comIentry.com

Newsletters


E-Communities

E-communitiesChat roomsBulletin boardsPersonalized Web pages

B2B are basically communities of transactions

Classified adsJob vacanciesAnnouncementsIndustry news

E-communities connect:

PersonnelPartnersCustomersAny combination of these three

Service providersDesign of exchange portalsE-community service


Partner RelationshipManagement (PRM)

In B2B environment the partners include:

SuppliersPartners in joint venturesService providers

PRM—relies on: TrustCommitmentQuality of servicesContinuity

Strategy for e-serviceHow much to invest in services

What services to provide


Other B2B Services

Trust servicesTrust Trademark and domain namesDigital photosGlobal business communitiesClient matching

E-business rating sitesPromotion programsEncryption sitesWeb research servicesCoupon-generating sites


Figure 8-8The B2X Hub

Source: Compiled from “B2B Exchanges,” Internet Exchange 2000 at Keenanvision.com, April 24, 2000.


Integration

Integration in e-marketplaces and exchanges

B2X hubs connect:All Internet business servicesMerchant servicesExchange infrastructureBuying and sellingMember enterprisesOther B2X exchanges


Hypermediation

Hypermediators are:Content providersAffiliate sitesSearch enginesPortalsISPsSoftware makersOther entities

Prentice Hall, 2002 Chapter 8 B2B Support Services modified by Judith Molka-Danielsen 12-02-02.

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Transcript of Prentice Hall, 2002 Chapter 8 B2B Support Services modified by Judith Molka-Danielsen 12-02-02.