Transcript CIS 451 E-Commerce Application Development

CIS 451: eCommerce
Application Development
Dr. Ralph D. Westfall
January, 2009
CIS 451
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primarily a technical course
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ASP.NET
also HTML, JavaScript, SQL, XML
but also covers eCommerce issues
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web site design for eCommerce
web site usability and accessibility
marketing issues
role of eCommerce in world economy
eCommerce Overview
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what is eCommerce?
why do “techies” need to learn business
aspects of eCommerce?
eCommerce business issues
eCommerce tools
eCommerce applications
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“shopping carts”
shopping cart exercises
What is eCommerce?
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what do you think it is?
what do businesses do?
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eCommerce definition
value chain
Pre-Internet eCommerce
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airline reservation systems
EFT (electronic funds transfer)
ATMs (automated teller [cash]
machines)
EDI (electronic data interchange)
Advantages of Internet
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very easy to use
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compatible with all kinds of hardware
global
low cost delivery of content to large
numbers of users
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web browser interface
like radio in the 1920s
multimedia capabilities
Web-Based eCommerce
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business to consumer (shopping)
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consumer to consumer (auction sites)
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Amazon
eBay
business to business
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EDI on the web
Business Aspects of
eCommerce for Technologists
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field is continuing to develop
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technical employees in large organizations
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small businesses/consultants
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need to communicate with business
people
less technical vs. non-technical
specialization
E-business (EBZ) major at Cal Poly
eCommerce Sequential Stages
Publish: static web pages
Interact: content updated regularly,
customers follow links, search site, etc.
Transact: orders, payments, shipping
Integrate: part of way business is done
Transform: organization restructured
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from Informatics-Review, Vol. 3, No. 7
Benefits of eCommerce
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customers (top line)
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reach new customers (Hot!Hot!Hot!)
serve existing customers better
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customer relationship management
(vendor of CRM services)
costs (bottom line)
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potentially lower throughout value chain:
(intranet/extranet)
International eCommerce
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potentially huge markets
need to deal with major difficulties
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high shipping costs (postal codes [scroll])
legal issues: tariffs, documentation
translation
currency exchange
fraud
Norwegian base for E-C in Europe
eCommerce Business Issues
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relation to business strategy?
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competitive implications?
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low cost (high volume)
product differentiation
niche (specialized product or limited region)
within & outside industry
short vs. long-term profitability?
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Amazon just had first profit ever in 2002
eCommerce Issues - 2
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timing? (first mover advantage)
costs? (how much to spend)
evaluation? (how measure success)
impact on existing relationships?
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suppliers, partners, distributors, customers
eCommerce Tools - 1
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tutorials for frequently used
programming technologies
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HTML (3.2, 4.0)
JavaScript
JSP (Java Server Pages)
SQL
ASP.NET replacing Perl?
PHP
eCommerce Tools - 2
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multimedia free trial downloads
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image tools (e.g. Adobe PhotoShop, etc.)
sound tools (e.g. Adobe Audition [formerly
[Cool Edit])
video (+ audio) tools (e.g. Flash)
shareware and totally free software
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Audacity (sound)
free multimedia Google search
Shopping Cart Applications
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reviews
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how to choose
order problems (75% abandoned)
Yahoo! Merchant Solutions: Starter
Yahoo! Merchant Solutions: Standard
Yahoo! Merchant Solutions: Professional
Exercise
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from a customer perspective, evaluate one
of the Yahoo! Merchant Solutions carts
try the "tour" of Yahoo! Merchant Solutions
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advantages, disadvantages, questions
understandability of instructions
ease of use to create site(?)
2 students per 3-person team need to
submit the above + international shipment
findings (slide 11) for Exercise 3