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Pertemuan 17 & 18Electronic Commerce System

Matakuliah : J0454 / Sistem Informasi Manajemen

Tahun : 2006

Versi : 1 / 1

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Learning Outcomes

Pada akhir pertemuan ini, diharapkan mahasiswa

akan mampu :

• Mahasiswa akan dapat menunjukkan strategi perencanaan pengembangan layanan e-commerce C3

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Outline Materi

• e-Commerce Fundamental

• The Scope of e-Commerce

• Essential e-Commerce Processes

• E-Commerce Application and Issues

• Web Store Requirement

• E-Commerce Marketplaces

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CustomerService and

Support

ProductService and

Support

Scope of e-Commerce

A Wide Range of Business Processes Support E-Commerce

Market/Product

Research

Market StimulationEducation

TermsNegotiation

OrderReceipt

Order Selection

and Priority

OrderBilling/

PaymentMgmt.

OrderScheduling/Fulfillment Delivery

ProductDiscovery

ProductEvaluation

TermsNegotiation

OrderPlacement

OrderTracking

OrderPayment

ProductReceipt

Marketing/Discovery Transaction Processing Service and Support

Selling ProcessSelling Process

Buying ProcessBuying Process

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• Business-to-Customer (B2C)

• Business-to-Business (B2B)

• Customer-to-Customer (C2C)

Scope of e-Commerce

E-Commerce ApplicationsE-Commerce Applications

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Example QuickSource Internet AuctionExample QuickSource Internet Auction

QuickSource user submits a request for quote (RFQ) for publication via Internet

Web server parses HTTP request, validates user identity and authorization, and processes request

DatabaseServers

Firewall

Web Server Farm

•Windows 2000 Datacenter Server cluster

•SQL Server 2000

•Windows 2000 Advanced Server

• Internet Information Server 5

Transactions and user activity logged for billing and marketing purposes

Storage-Area Network

Database server updates RFQ status as “published”

•Windows 2000 Advanced Server cluster

•J.D. Edwards OneWorld ERP software

•Siebel Systems e-Business CRM software

Application servers notify suppliers of the new RFQ via e-mail

Web server sends confirmation to browser

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Scope of e-Commerce

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e-Commerce Processes

• Electronic Commerce Technologies• Access Control and Security

Access Control and SecurityAccess ControlAuthentication

Security Measures

Content ManagementDynamic ContentGeneration

Data Repository

Catalog ManagementPricing Calculation

Product Configuration

Catalog Generation

Profiling and Personalizing

Profile Management

Personalization

Behavior Tracking

Search ManagementContent-Based Search

Parametric-Based Search

Role- and Rule-Based Search

PaymentShopping Cart

Payment Method Support

Payment Verification

Workflow ManagementBuying Process Automation

Document Management

Rule- and Role-Based Content Routing

Event NotificationEvent-Driven Transaction Messaging

Message to e-mail Message Boards Newsgroups

Collaboration and Trading

Mediation Negotiation

Bidding/Auctioning Collaborative Buying

Online Community

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Bselect Software Gathers and Analyzes the Bselect Software Gathers and Analyzes the Behavior of Website VisitorsBehavior of Website Visitors

e-Commerce Processes

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Profiling and Personalizing

e-Commerce Processes

Be Free and Supergo Bike Shops: Be Free and Supergo Bike Shops: Personalizing e-CommercePersonalizing e-Commerce

• Use of Bselect Personalization Application

• Profile Information Saved by Key• Tracks Customers Anonymously• Supergo Bike Used Bselect 1 Year• Bselect Suggests Additional Sales• Highly Successful Application• E-Commerce Sales Grew from 33% to

60%

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• Search Management

• Content and Catalog Management

e-Commerce Processes

Cableton Systems: e-Commerce Cableton Systems: e-Commerce ConfigurationConfiguration

• Network Equipment Maker with $3 Billion in Sales

• e-Sales Configuration Workbench• Guides Customer Through Complex

Purchase Processes• 60% of Web Orders Used Configurator to

Reduce Errors Resulting in Huge Savings

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Workflow Management

e-Commerce Processes

Microsoft Corporation: Microsoft Corporation:

e-Commerce Purchasing Processese-Commerce Purchasing Processes

• MS Market – Internal e-Commerce Purchasing System

• Reduced Personnel Used for Purchasing Without Paperwork

• High-Volume Low-Dollar Purchases Make Up 70% of Volume but Only 3% of Microsoft’s Accounts Payable

• Very Successful Implementation

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Workflow Management of MS Market

MultisupplierCatalog

CorporateCatalog

Order Form

Availability

Order Entry

Supplier 1Supplier 2

Supplier n

Fulfillment• Shipping• Accounting• Messaging

EmployeeIntranetProcurement

1. Browse Suppliers

2. Find Products

3. Order Items

4. Confirm Order

5. Transmit Order

6. Process Order

7. Order Completed

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Approval Workflow

Purchase OrderWorkflow

MS Market

e-Commerce Processes

Microsoft Corporation: Microsoft Corporation:

e-Commerce Purchasing Processese-Commerce Purchasing Processes

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Collaboration and Trading

Online Communities of Interest

B2B e-Commerce Web Portals

Dependence on Internet-Based Trading Platforms

e-Commerce Processes

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Electronic Payment Processes

Electronic Payment ProcessesWeb Payment ProcessesElectronic Funds Transfer (EFT)Secure Electronic Payments• Encrypt the Data Customer to Merchant• Encrypt the Data Passing Between

Customer and Credit Authorizer• Take Sensitive Information Offline

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Customer Merchant

RequestClient

BrowserMerchant’sWeb Server

PaymentServer

•Verify Merchant•Receive Order Info•Receive Payment Info•Confirm Order

•Verify Customer•Review Payment Info•Authorize or Deny Payment

Online Third-PartyComputers withLinks to MultiplePayment Systems

Credit CardsVISAMasterCard

Bank AccountsDebit CardsOnline Banking

Online BuyingPayflow Pro1 ClickCharge

Electronic CashBillPointPayPal

e-Bill PaymentCheckFreePaytrust

Electronic Payment Processes

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Verisign Provides Security Plus…

Electronic Payment Processes

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B2C and B2B Growth to e-Business Empowerment

High

Business Value

Low

Short-Term Strategies Long-Term Strategies

Operations Automation

High

Short-Term Projects

Time to Implement

CustomerSelf-Service

ProcurementAutomation

ExtranetsAnd Exchanges

B2BPortal

CustomerRelationshipManagement

SupplyChain

Management

Web Storefront& e-Catalog

InteractiveMarketing

IntegratedWeb Store

Self-ServiceWeb Stores

B2CPortal

e-BusinessEmpowerment

B2C

B2B

e-Commerce Trends

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B2C e-Commerce

Creating B2C e-CommerceCreating B2C e-Commerce• Offer Attractive Products or

Services • Attractive Prices• Great Consumer Value• Realistic Forecasts of Profitability• Breakdown of Old Barriers of

Time, Distance, and Form• Find Ways to Build Loyalty

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• Amazon.Com www.amazon.com

• eBay

www.ebay.com• Eddie Bauer

www.eddiebauer.com• Land’s End

www.landsend.com

Top Retail Web SitesTop Retail Web Sites

B2C e-Commerce

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E-Commerce Success FactorsE-Commerce Success Factors• Selection and Value• Performance and Service• Look and Feel• Advertising and Incentives• Personal Attention• Community Relationships• Security and Reliability

B2C e-Commerce

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How Traditional and Web Marketing Communications Differ in Supporting the Buying Process…

Buying Process

TraditionalMarket

Communications

WebMarket

Communications

•Television Ads•General Interest Magazines

•Buttons•Banners•Sponsorships

•Television Ads•General Interest Magazines

•Banners

•Niche Magazines•Collateral

•Microsites•Brochureware•Website

•Point-of-Sale Promotions

•Direct Marketing

•Daily Specials•Sweepstakes•First-time Order Incentives

•Product Experience

•Buyers Clubs

•e-Mail Alerts•Newsletters

Awareness Consideration Preference Purchase Loyalty

B2C e-Commerce

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• One of the Biggest and Best Virtual Retailers

• Finally Making Profits• Quick Confirmation and Order

Processing• Adding Goods and Services• Wants to be a Next-Generation

Retail Commerce Portal

B2C e-Commerce

Amazon.Com: Tops in B2C Amazon.Com: Tops in B2C Retailing Retailing

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Steps in the Development of a Web Steps in the Development of a Web StoreStore

B2C e-Commerce

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Example of Prodigy.Biz SiteExample of Prodigy.Biz Site

B2C e-Commerce

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NTT/Verio Inc.: Website ManagementNTT/Verio Inc.: Website Management

B2C e-Commerce

• One of the World’s Leading Web Hosting Companies

• Offers Complete Services to Web Retailers

• Guarantees 99.9% Uptime• 24x7 Server Monitoring and Customer

Support• Hosts more than 10,000 Web

Businesses

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• The Wholesale and Supply Side of the Commercial Process

• Electronic Catalog Systems• Electronic Trading Systems• Electronic Data Interchange• Electronic Funds Transfer• Integrating Supply-Chain

Management with Customer Relationship Management

B2B e-Commerce

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B2B e-Commerce

Cisco Systems: B2B Marketplace Cisco Systems: B2B Marketplace SuccessSuccess

• 70% of Product Sales Occur at Their Website

• Wide Variety of Service Offerings in the Purchase Process

• Regular Customers Linked to Back-End Data Systems

• Strong Post-Sale Customer Support• Highly Successful and Widely Used

Implementation

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B2B e-Commerce

e-Commerce Marketplacese-Commerce Marketplaces–One-to-Many–Many-to-One–Some-to-Many–Many-to-Some–Many-to-Many

• e-Commerce Portals• Exchanges• Auctions• Market Makers• Infomediaries

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Example of a B2B Web Portal

INTERNETINTERNET

INTERNETAUCTION

REVERSE AUCTION

LIVE MARKETSERVER

B2B WEB PORTAL1

CONTENT MANAGERSERVER

2 POST-TRADE MARKETHISTORY SERVER

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MARKET GENERATORSERVER

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BUYERS SELLERS

B2B e-Commerce

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B2B e-Commerce

ChemConnect and Heritage Services: ChemConnect and Heritage Services: Public and Private B2B ExchangesPublic and Private B2B Exchanges

• Public B2B Exchanges• ChemConnect – A Chemical Exchange

Online Auction• Much Quicker than any Other Method• Private B2B Exchanges• Heritage Built Private Exchange in their

Own Web Portal• Private Exchanges Offer More Control

and Automates Processes

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B2B e-Commerce

Electronic Data InterchangeElectronic Data Interchange

• EDI an Early Example of IT in e-Commerce

• EDI Over the Internet Using Secure VPNs is a Growing Application

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Alternatives and Benefit Tradeoffs in Alternatives and Benefit Tradeoffs in Selecting an e-Commerce System Selecting an e-Commerce System

Spin-Off

(Banesandnoble.com)

In-HouseDivision

(OfficeDepot.com)

StrategicPartnership

(Rite Aid and Drugstore.com)

JointVenture

(KBtoys.com)Separation Integration

•Greater Focus

•More Flexibility

•Access to Venture Funding

•Established Brand

•Shared Information

•Purchasing Leverage

•Distribution Efficiencies

B2B e-Commerce

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Clicks and Bricks in e-Commerce

e-Commerce Integration• E-Commerce a Part of the

Regular Business Plan• Joint Ventures• Strategic Partnerships• Independent Spin-OffsE-Commerce Channel Choices

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E-Commerce Channel Development StrategiesE-Commerce Channel Development Strategies

Clicks and Bricks in e-Commerce

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Citigroup: From Failure to Success in e-Citigroup: From Failure to Success in e-Commerce Integration StrategiesCommerce Integration Strategies

• Launch of e-Citi in 1977• Sought to Attract its Own Customers

Electronically Before Someone Else Did• Extremely High Costs and had Numerous

Problems and Failures• Formed New Internet Operating Group in

2000• By 2001 Online Customers Were Up 80%

and 100 Websites Trimmed to 38 Saving $1 Billion

Clicks and Bricks in e-Commerce

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• Electronic Commerce

• E-Commerce Issues

• B2C E-Commerce

• B2B E-Commerce

Summary

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Sumber Materi PPT

• O’Brien, James A. (2005). Introduction to Information Systems (12th Edition). McGraw – Hill. Bab 8. Official PPT.