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1、Management Information Systems,Sixth Edition,Chapter 8:The Web-Enabled Enterprise,Management Information Systems,Sixth Edition,2,Objectives,Describe how the Web and high-speed Internet connections are changing business operationsExplain the functionality of various Web technologiesCompare and contra
2、st options for Web serversExplain basic business-to-business and business-to-consumer practices on the WebExplain the relationship between Web technologies and supply chain management,Management Information Systems,Sixth Edition,3,Objectives(continued),Give examples of features and services that suc
3、cessful business Web sites offerLearn about online annoyances such as spam and adware,and how to protect against online identity theft,Management Information Systems,Sixth Edition,4,Web Business:Growing and Changing,DLA Piper LLP is the second largest law firm in the world3200 lawyers in 24 countrie
4、s and 63 offices around the worldUses eRoom,a Web-based collaboration and document-sharing tool from EMC Corp.Saves 15,000 labor hours annually,uses and mails significantly fewer paper documents,and reduces redundant work,Management Information Systems,Sixth Edition,5,Web Technologies:A Review,Sever
5、al standards and technologies enable the Web to deliver rich information,including:HTTP,HTML,XMLFile TransferRSSBlogsWikisPodcastingIMCookies,Management Information Systems,Sixth Edition,6,HTTP,Hypertext Transfer Protocol(HTTP):transfer and download Web informationHTTPS:HTTP secure for confidential
6、data exchangeUniform Resource Locator(URL):unique address given to each Web siteIP address:a special numeric addressDomain name:unique name for a Web site,constructed with lettersURL also refers to the domain name,Management Information Systems,Sixth Edition,7,HTML and XML,Hypertext Markup Language(
7、HTML):helps developer create Web pagesDetermines look and location of contentExtensible Markup Language(XML):enables creation of various data typesConveys the meaning or content of the dataXHTML:combination of XML and HTMLUses opening and closing tags to control format,Management Information Systems
8、,Sixth Edition,8,Management Information Systems,Sixth Edition,9,File Transfer,File Transfer Protocol(FTP):used to transmit whole filesUsed in all downloads from Web sitesAny type of file can be transferredCan place files on a server for shared useOften used to deliver purchased software products on
9、Web sites,Management Information Systems,Sixth Edition,10,RSS,Really Simple Syndication(RSS):family of XML file formats that allow automatic downloads of content on a subscription basisHelps users check for updatesCommunicates short descriptions of contentAllows transmittal of new informationUseful
10、on news Web sitesAlso called Rich Site Summary,Management Information Systems,Sixth Edition,11,Blogs,Blog:contraction of“Web log”Invites surfers to post opinions and artFocuses on a topic or set of topicsTrackback:a tool that notifies bloggers when their posts have been mentioned elsewhere on the We
11、bBlogs are often used by businessesImportance of blogs to commercial organizations is to find out what blog participants think and say about the organization,Wikis,Wiki(from Hawaiian,meaning“quick”):Web application that enables users to add to and edit the contents of Web pagesAll the software requi
12、red to edit the Web pages is embedded in the pages themselvesWikipedia:a popular online encyclopediaWiki technology is a popular ingredient in groupware(software used for collaboration),Management Information Systems,Sixth Edition,12,Management Information Systems,Sixth Edition,13,Management Informa
13、tion Systems,Sixth Edition,14,Podcasting,Podcast:publishing sound and video on the Web for downloadUsually on a subscription basisUses include:“Time-shifted”broadcast of radio station programs for later listeningAudio tours in museumsLectures in distance learning coursesGAllows aspiring musicians to
14、 post music tracks,Management Information Systems,Sixth Edition,15,Instant Messaging,Instant messaging(IM):real-time chatForm of synchronized e-mailChat room:communicate with a groupFree applications for IM include:AIM:AOL instant MessengerYahoo MessengerMSN MessengerICQTrillianBusiness usesCustomer
15、s can chat with sales or support reps,Management Information Systems,Sixth Edition,16,Management Information Systems,Sixth Edition,17,Cookies,Cookie:small file that stores information about a Web site visitor,stored on the visitors computerUsually records the surfers IDOften stores the surfers prefe
16、rencesProvides convenience to consumersCan be temporary(single session)or permanentPotential for intrusion into surfer privacyClickstream tracking:tracks a surfers clicking activitiesSpyware:traces and reports online behavior,Management Information Systems,Sixth Edition,18,Proprietary Technologies,P
17、roprietary technology:intellectual property of developer,not free for all to useExamples:Local search engineShopping cart applicationsWish listsVideo streaming toolsTools to analyze and predict Web visitor behavior,especially shopper behavior,Management Information Systems,Sixth Edition,19,Web-Enabl
18、ed Business,Web-enabled business are classified according to the interacting parties:Business-to-business(B2B)Business-to-consumer(B2C)Government-to-businessGovernment-to-consumer,Management Information Systems,Sixth Edition,20,B2B Trading,Business-to-business(B2B):trading between businesses onlyB2B
19、 forms include advertising through:Search advertising:advertisements placed on a search site result pageBanners:images placed on Web sites that link to a company site selling a product or serviceImpression:occurs when a page with a banner is downloadedReach percentage:the percentage of Web users who
20、 visited a site in the past month,Management Information Systems,Sixth Edition,21,B2B Trading(continued),Exchanges and auctions act as online marketplacesIntranet:network used only by employees of an organizationExtranet:network shared by employees of different organizations,usually business partner
21、sExchange:extranet for organizations that deal in products and services of a particular typeExchange operator profits from transaction feesAuction:sells a great variety of items,Management Information Systems,Sixth Edition,22,Management Information Systems,Sixth Edition,23,B2B Trading(continued),Onl
22、ine business alliances:collaboration between businesses in establishing a Web siteSite operator works for the allied companiesSuppliers are invited to sell through the site and compete among themselves,driving prices down,Management Information Systems,Sixth Edition,24,Management Information Systems
23、,Sixth Edition,25,B2C Trading,Business-to-consumer(B2C):trading with the general publicE-Tailing:online retailing to consumersFulfillment activities:picking,packing,shippingConsumer profiling:know customers better by gathering information about their online activitiesSome consider this a violation o
24、f privacyConversion rate:the proportion of site visitors who make a purchase,Management Information Systems,Sixth Edition,26,Management Information Systems,Sixth Edition,27,Management Information Systems,Sixth Edition,28,B2C Trading(continued),Auction sites serve as a hub for consumers to buy and se
25、llReverse auction:customers name their own price for desired goods and servicesContent providers:offer information,artistic work,classified ads,and videoElectronic bill presentment and payment(EBBP):provides online bills and payment options for customersPhishing:type of fraud involving a fake Web si
26、te,Management Information Systems,Sixth Edition,29,Management Information Systems,Sixth Edition,30,B2C Trading(continued),Extra-organizational workforce:Companies purchase labor from a larger poolMobile commerce,or M-commerce:Business conducted on mobile devices Many experts believe that information
27、 delivery is the main mobile application,not commerceExceptions are Japan and South KoreaJapans DoCoMos i-mode service allows users of smart cell phones to purchase canned soda from vending machines,fast food,Management Information Systems,Sixth Edition,31,B2C Trading(continued),M-commerce also rais
28、es privacy concernsGPS provides location trackingNew top-level domain names with.mobi available for mobile applicationsSites should use special technologies to optimize content for easy viewing on mobile devicesVirtual world:a combination of images,video,sound,and avatars that resemble the real worl
29、dAccessible for interaction by subscribersAvatar:3D graphical character that represents a user in a virtual world,Management Information Systems,Sixth Edition,32,Management Information Systems,Sixth Edition,33,Supply Chains on the Web,Supply chain management(SCM)systems may be connected to the Web t
30、o allow suppliers to participate directlyUse of XML allows companies to set standards for data exchangeElectronic Data Interchange(EDI):a system used prior to the Web to exchange documents electronicallySet standards for data formatsEDI networks are owned and managed by value-added network(VAN)compa
31、nies,Management Information Systems,Sixth Edition,34,Management Information Systems,Sixth Edition,35,Options in Establishing a Web Site,Web site:Web pages that make up information and links Internet server:a computer connected to the Internet backboneBusinesses have two choices for a Web site:Instal
32、ling and maintaining their own Web serversContracting with a Web hosting service,Management Information Systems,Sixth Edition,36,Owning and Maintaining a Server,Owning and maintaining Web servers is costlyProvides the greatest degree of control,but requires expertise to set up and maintainMust obtai
33、n a high-speed link to the WebLoad balancing:transfer data requests from a busy server to a less busy serverMirror servers:servers with duplicated contentPure-play:company whose entire business is onlineBrick-and-mortar:company that owns physical stores and a Web site,Management Information Systems,
34、Sixth Edition,37,Using a Hosting Service,Web hosting:Web server managing serviceSeveral types of Web hosting:Shared hosting:stores the clients Web site on the same physical server as other clientsVirtual private hosting:simulates a single server,allowing a client to have its own domain nameDedicated
35、 hosting:client has exclusive use of an entire physical Web serverCo-location:server owned and managed by a client is co-located with other clients servers in a secure physical location,Management Information Systems,Sixth Edition,38,Considerations in Selecting a Web Host,Compare host vendors using
36、a point systemDynamic Web pages:enable communication between browser and databaseFactors to consider when selecting Web host:Allows use of database management systemStorage space capacityTechnical and Web site design supportScalabilitySecurity:physical and virtual,Management Information Systems,Sixt
37、h Edition,39,Considerations in Selecting a Web Host(continued),Factors to consider when selecting Web host(continued):Availability:minimize downtimeCosts,including:Setup feesTraffic-based feesMonthly fees,Management Information Systems,Sixth Edition,40,Management Information Systems,Sixth Edition,41
38、,More Than Meets the Eye,Several elements are essential to conducting business on the Web:Inquiry interface:connects to database to allow user to search a catalog of products or servicesOrder processing application,including:Credit-card verification applicationOrder-fulfillment system:picks,packs,an
39、d ships,Management Information Systems,Sixth Edition,42,Management Information Systems,Sixth Edition,43,Rules for Successful Web-Based Business,Business success depends on availability and use of softwareElements needed to support B2C commerce:Targeting customersCapturing the customers complete expe
40、riencePersonalizing the serviceShortening the business cycleLet customers help themselvesBe proactive and de-commoditize,Management Information Systems,Sixth Edition,44,Target the Right Customers,Target customers needing your products and servicesMost important effort of marketingInvolves identifyin
41、g the sites that your audience frequently visitsConsider blogs and podcasting sites for advertisement placement,Management Information Systems,Sixth Edition,45,Capture the Customers Total Experience,Use cookies to record shoppers movements within the siteUse CRM software to create consumer profilesS
42、hopper experience becomes an asset of business,allowing:Fine-tuning of the product portfolioTailoring of Web pages to individual customersIndividual e-mails to shopper offering products of interest,Management Information Systems,Sixth Edition,46,Personalize the Service,CRM software and Web page cust
43、omization software can be combined to:Personalize Web pages shown to a customerAllow the customer to select the type of e-mail content desiredRespect visitor privacy by offering opt-in rather than opt-outAllow the customer to tailor products to be purchased,Management Information Systems,Sixth Editi
44、on,47,Shorten the Business Cycle,Business on the Web saves time for customersFulfillment is a major challenge for businessesActivities after customer places orderFast shipping is desired because:It produces higher customer satisfactionBusiness collects payments fasterCan outsource the entire fulfill
45、ment task to fulfillment organizations such as:UPSs e-LogisticsFedExs Supply Chain Services,Management Information Systems,Sixth Edition,48,Let Customers Help Themselves,Customers need information from organization:Status of orderStatus of shipped itemInstallation instructionsTroubleshootingE-mail m
46、essages sent to customers with information about orders and how to track themFAQs online allow customers to find answers to common questions,Management Information Systems,Sixth Edition,49,Be Proactive and De-Commoditize,Prompt e-mail replies expectedProactive alerts expected for changes in orders o
47、r services,or product recallsAutomatic reordering features are desirableMust take initiatives to de-commoditize productsCommodity:a product sold at roughly the same price by many vendors(no differentiation)Addition of features or services prevents a product from becoming a commodity by creating diff
48、erentiation,Management Information Systems,Sixth Edition,50,E-Commerce is Every Commerce,Web technologies have been highly integrated into the business worldDifficult to identify which business activities are on the Internet and which are notWeb has been highly integrated into daily activities of cu
49、stomers alsoCommerce and e-commerce generally have the same meaning today,Management Information Systems,Sixth Edition,51,Summary,Some industries have changed drastically because of the WebHTTP is an Internet standard controlling Web server addressesHTTPS is a security version of HTTPXML is a standa
50、rd for description of dataBlogs enable people to create discussion Web pages,Management Information Systems,Sixth Edition,52,Summary(continued),Cookies help Web sites personalize the visitors experienceMany Web technologies are proprietaryA business can maintain its own Web server or use a Web hosti
