Introduction To E Commerce
Introduction To E Commerce
Introduction To E Commerce
Sno
Description
Author
1.
Introduction To E-Commerce
2.
Framework Of E-Commerce
3.
Prof. Mukesh
Dhunna
Dr. Anil Khurana
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
Prof. Mukesh
Dhunna
Dr. Pardeep
Ahlawat
Dr. Pardeep
Ahlawat
Dr. Pardeep
Ahlawat
Prof. Mukesh
Dhunna
Prof. Mukesh
Dhunna
Dr. Pardeep
Ahlawat
Dr. Pardeep
Ahlawat
Dr. Pardeep
Ahlawat
Dr. Anil Khurana
Vetter
Pages
35
Prof.
Dharmender
23
25
23
Prof.
Dharmender
Dr. Anil
Khurana
Dr. Anil
Khurana
Dr. Anil
Khurana
Prof.
Dharmender
Prof.
Dharmender
Dr. Anil
Khurana
Dr. Anil
Khurana
Dr. Anil
Khurana
42
22
19
23
21
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25
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LESSON: 1
INTRODUCTION TO E-COMMERCE
Subject: E-Commerce
Vetter :
STRUCTURE
1.0
Objectives
1.1
Introduction
1.2
Definition
1.3
Features of E-commerce
1.4
1.5
Levels of E-commerce
1.6
SWOT Analysis
1.7
Future of E-Commerce
1.8
Benefits of E-Commerce
a. Benefits to Organizations
b. Benefits to Customers
c. Benefits to Society
d. Miscellaneous
1.9
Limitations
a. Non-Technical
b. Technical
1.10
Summary
1.11
Keywords
1.12
1.13
Suggested Readings
1.0
OBJECTIVE
E-commerce is changing the way of doing business. The objective of this chapter is to get
the students acquainted with the basic concept of E-commerce. This chapter highlights
the basic elements e-commerce, the difference between traditional and electronic
business.
1.1
INTRODUCTION
In the past few years, enterprises across the globe have experienced significant changes in
their business information system. Huge investments were made in enterprise resource
planning system implementations but still they struggle to get timely information that is
needed to make effective business decision and to ensure continuous growth of
enterprises. Placing "e" in front of any process or function seemed to be the magic
prescription for never ending story of success and rapid returns for enterprises. Ebusiness, e-procurement, e-sales, e-payment, e-banking, e-CRM, e-CAD, e-delivery are
just a few. Internet, for example is becoming one of the most popular medium in
transmitting various data. Users can find any kind of information within a shorter time
compared with conventional method that consumes more time.
The emergence of the Internet through out the world has been contributing such a variety
medium in doing business as well as people lifestyle. In fact, Internet is the essential
prerequisite for the existence of E- commerce. Electronic commerce or e-commerce has
been defined as the ability to perform transactions involving the exchange of goods or
services between two or more parties using electronic tools and technique. The explosion
of E-commerce has created new phenomena in our lifestyle especially in shopping
activities. Consumers can easily buy products or services like magazines and airlines
tickets via Internet.
1.2
DEFINITION
The word commerce is the basic concept for electronic commerce, pertaining to buying
and selling of goods while commercial denotes business practice and activities intended
to make profits. Electronic commerce, like any other business, deals with the exchange of
money for soft or hard goods and services.
Kalakota and Whintons in 1997 defined the term E-commerce from different
perspectives. These perspectives are:
Communication
Business Process
Service
Online
Service Perspective: E-commerce is defines as a tool that addresses the desire of firms,
consumers and management to cut service cost while improving the quality of
goods/services and increasing the speed of service delivery.
Online Perspective: E-commerce provides the capability of buying and selling products
and information on the internet and other online services.
The term commerce is treated as transaction between business partners. Therefore, the
term e-commerce seems to fairly narrow to people. Thus some time we use the term ebusiness. It is a broader definition of e-commerce. There is confusion among the
consultants and the academicians over the use of this term. Some think that e-commerce
encompasses all
E-commerce has the potential to unleash enormous savings and business efficiencies,
but the practicalities remain elusive. How will e-commerce change the global planning
and purchasing of transport and logistics in the supply chain? Logistics has been
described as the key enabler for e-business but how can individual logistics and
transport companies ensure that they benefit from, rather than perish in, the e-commerce
revolution?
E-commerce is the new, profitable way to conduct business which goes beyond the
simple movement of information and expands electronic transactions from point-of-sale
requirements, determination and production scheduling, right through to invoicing,
payment and receipt. E-commerce uses key standards and technologies including
Electronic Data Interchange (EDI), Technical Data Interchange (TDI), Hypertext Markup Language (HTML), Extensible Mark-up Language (XML), and the Standard for
Exchange of Product model data (STEP). E-commerce is made possible through the
expanded technologies of the Internet, the World Wide Web, and Value-Added
Networks.
The Internet is a world wide collection of computer networks, co-operating with each
other to exchange data using a common software standard. Through telephone wires and
satellite links, Internet users can share information in a variety of forms. The size, scope
and design of the Internet allows users to connect easily through ordinary personal
computers and local phone numbers, exchange electronic mail (E-mail) with friends and
colleagues with accounts on the Internet, post information for others to access, and
update it frequently, access multimedia information that includes sound, photographic
images and even video, and access diverse perspectives from around the world.
An additional attribute of the Internet is that it lacks a central authorityin other words,
there is no "Internet, Inc." that controls the Internet. Beyond the various governing boards
that work to establish policies and standards, few rules and answers to no single
organization bind the Internet.
1.3
A company already may be using a number of electronic based tools to help acquire and
extend information and communication needs. These may include personal computers,
word processors, courier, facsimile machines, telex services, cellular phones, pagers and
more. Unfortunately, many of today's communication tools are not really upto the speed
of today's business needs, and can actually create barriers to achieving the goals set on
the basis of strategies formulated by a company.
For instance, postal facilities can keep business waiting for information for days or even
weeks. Overnight couriers may save time but can be an expensive proportion. Traditional
telex and fax is quick but costly and communicating by telephone can become an endless
game of tag.
Now a business can avoid these problems by using e-commerce which is fast, cost
efficient, time saying and easy to use -i.e., economic tangibility and good business
generation.
Electronic business can result in better transactions, wide market coverage by offering the
benefits of speed, convenience, being cost effective, timeliness, high profit margins,
instant customer relations, no loss of customers, impact and control- all are a fraction of
the past traditional business methods. A concern can do everything it can to run its
business efficiently and profitably.
This enables firms to have an edge over competitors by informing, following up and
requesting information faster and easier to customers.
Another feature is that it helps to maintain greater control, at work, home or while
traveling, communicate with any business partner or firm, anywhere instantly.
Improve Responsiveness
How does e-commerce help business? It helps by improving responsiveness to market
conditions and customer preferences. Every business must know how important timing is
to marketing and selling products. Timing is important to cater to the demands of
customers.
If distributors, dealers and sales force do not get the right information at the right time,
there will be a financial crisis as well as losing valuable customers.
and customers. Telephone tag makes an endless frustrating game out of tracking down
leads and following up to authenticate sales calls. In addition, misplaced or undelivered
information results in low sales records. Other benefits of electronic business are:
Significance in Business
Ubiquity
The
marketplace
temporal
and
is
extended
geographic
beyond
location.
modification.
potentially
Marketspace
billions
of
includes
consumers
and
possible.
Interactivity
Information Density
Information
processing,
storage,
and
improve
greatly.
Information
becomes
The
technology
allows
personalized
well as groups.
Whether business to business (B2B) or business to customer (B2C) there are benefits to
all parties, customers or suppliers. A reduction in acquisition times and costs, lower
prices for goods and services, an expanded number and quality of suppliers, an increase
in buyer productivity. Better management information and better inventory control is
possible. A Reduction time to market is also achievable giving improved operating
efficiencies and improved product quality at reduced cost. The payment process can also
be improved and finally and most importantly a greatly expanded customers base.
B2B e-commerce was born out of an attempt to solve an administrative problem. It
developed a new computer standard to handle these needs, which became known as EDI,
Electronic Data Interchange. Today its descendant, XML, a lighter, simpler data
interchange standard is used by B2B sites. Simple e-commerce sites first appeared in
1992. The early e-commerce sites were virtual catalogues, simply listing products for
sale. Ordering was off-line, through e-mail, phone or fax. By 1996 the technology had
advanced greatly to produce virtual stores with shopping carts, client accounts and, with
the development of protocols such as Secure Socket Layer (SSL), enabled customers to
10
order
and
pay
for
their
purchase
on-line
directly
by
credit
card.
E-commerce quickly became popular with consumers and suppliers. For customers, it
was fast, easy and efficient, allowing them to compare products, price and service before
purchase. For suppliers, it allowed them to reach an unlimited international audience, 24
hours a day, 7 days a week at reduced costs. Today e-commerce is widely used and
growing fast. B2B is the largest, fastest growing and most profitable market. According
to IDC, this year, it is expected to account for two thirds of world wide e-commerce. B2C
is also expected to grow, boosted by Broadband (high-speed) Internet access to more online households. Future advances include digital money and e-wallets, and 'personal
agents' that help users find what they are looking for. Sites can work with fulfilment
centres providing customers with excellent service and suppliers with information, and
can support the newest trend for human interaction in E-commerce customer service.
The Internet is creating unprecedented and seeming infinite opportunities for both
customers and businesses. Yet it one of its major problems is that it is changing so fast
that both parties are overwhelmed by the speed of change and the sheer number of
choices available to them. In addition web businesses win by following rules quite
different than those which traditional businesses may follow.
E-commerce appears to be exempt from the kinds of constraints that have limited
companies historically. An e-commerce environment handled in a proper manner, with
the right customisation of products and services, in innovative ways, can lead to win-win
situations. The customers can get the right product at the right time and for the right
price, companies can set new standards in efficiency and profitability.
1.4
Electronic commerce, being a new field, is just developing its theoretical or scientific
foundations. Ii is based on several disciplines. The major disciplines of E-Commerce with
some samples of issues with which they are concerned follow:
Marketing
11
Many issues of marketing offline are relevant to online E-Commerce - for example, cost
benefits of advel1isements and advertisement strategies. Other issues are unique to ECommerce, ranging from online marketing strategy to interactive kiosks.
Computer sciences
Many of the issues in the infrastructure of E-commerce, such as languages, multimedia,
and networks, fall into the discipline of computer sciences. Intelligent agents play a major
role in E-Commerce as well.
Finance
The financial markets and banks are one of the major participants in E-Commerce. Also,
financing arrangements are part of many online transactions. Issues such as using the
Internet as a substitute for a stock exchange and fraud in online stock transactions are a
sample of the many topics of the filed.
Economics
Electronic commerce is influenced by economic forces and has a major impact on world
and country economies. Also, theories of micro and macro-economics need to be
considered in E-Commerce planning, as well as the economic impacts of E-Commerce on
firms.
12
Management
Electronic commerce efforts need to be managed properly, and because of the
interdisciplinary nature of E-Commerce, its management may require new approaches
and theories.
Others
Several other disciplines are involved in various aspects of E-Commerce to a lesser
extent- for example, linguistics (translation in international trades), robotics and sensory
systems, operations research / management science, statistics, and public policy and
administration. Also, E-Commerce is of Interest to engineering, health care,
communication, and entertainment publishing.
1.5
LEVELS OF E-COMMERCE
13
There are five major segments under the broader category of e-business. However, the
following are some popular e-commerce models used by companies engaged in ecommerce:
A wholesaler may sell products to the retailer. There are advanced e-commerce software
which support multi-tier pricing. This helps to set up online stores to offer preferred
pricing to some vendors and shared price to others.
In a B2B transaction, the interaction is between businesses. For example, a website that is
catching for the steel industry might have facility for buyers and sellers to list their
requirements and post their products. It helps them in quickly closing the transactions and
the buyer can get quality, material and can choose from different suppliers.
14
B2B commerce is a growing business in the e-commerce arena- with the increasing use
of the internet, more and more business are realizing the commercial advantage of giving
business clients a streamlined and easy manner to order products or service online. It
facilitates access to the ordering process to only those with whom a concern has a
commercial relationship.
Business to Business e-commerce provides small and medium enterprises (SMES) with
an excellent opportunity to access new markets, improve customer service and reduce
costs. And while hurdles exist, they should be viewed more as speed breakers rather than
road barriers. As a medium of information storage and dissemination, the internet has and
is emerging a clear winner. Its rate of penetration has far outpaced the growth of other
popular media such as newspaper, radio and television.
B2B transactions are however relatively high value in nature and organisations are slow
to change their traditional systems for the supply chain management. The reasons for the
growth in B2B e-commerce are many. In an increasing competitive scenario, e-commerce
offers highly attractive cost saving options. The shift to this process is often driven by the
needs of buyers.
CD-ROM catalogues that are linked to the user's online catalogue, enabling him
to browse offline and order online.
15
Affiliate programmes to drive business to your commerce site from other content
related sites.
B2C e-commerce involves selling of goods and services to consumers or end users. It
allows them to browse the product catalogue, select products or services and complete the
order online.
In a B2C transaction, the interaction is between a consumer and the preferred business.
For example, the most popular site is amazon.com, which is the first online bookseller
which has proved a potential competitor to the traditional bricks and mortar booksellers
such as Barrens and Noble.
In this category of e-commerce, businesses use the internet to offer to consumers sales
and services around the world 24 hours a day, seven days a week and 365 days a year,
The sites Amazon, Rediff and Uphar are among those belonging to this category. These
websites are meant for selling goods directly to consumers through the internet. The twoway accessibility of the internet enables operating companies to directly ascertain
customer preference and buying trends. Businesses are using these consumer insights to
formulate marketing strategies and offer to the customers what they want and when they
16
want. E-business in this mode significantly reduces the costs associated with
intermediaries, service centres and mass marketing campaigns. Since e-commerce makes
just in time delivery possible, the supplier does not have to store the goods. He can
procure them from the suppliers as and when he gets the order from the buyer through the
internet.
B2C is the most popular form of e-commerce, wherein the individuals are directly
involved in B2C e-commerce, and businesses use the internet for offering their products
or services 24 hours a day through global access. The sites Amazon.com and Rediff are
among these. These websites spell goods directly to consumers over the Internet. The two
way accessibility feature of the internet enables operating companies to ascertain
consumer preferences and buying trends directly.
This form of e-commerce is nothing but the cyber version of the good old auction houses.
If anyone wants to sell anything, all one has to do is post a message on the site, giving
details of the product and the expected price and wait for an interested customer to turn
up and buy it. The buyer gets in touch with the seller through the Internet and the deal is
crossed once the amount is finalised. Online message boards and barters are also
examples of C2C e-commerce.
17
to issue a ticket on the customers offered price, the consumer can then travel to the
mentioned destination at his terms.
1.6
SWOT ANALYSIS
Now that we have learned how to identify industry value chains and break each value
chain down into strategic business units, we can learn one popular technique for
analyzing and evaluating business opportunities. Most electronic commerce initiatives
add value by the reducing transaction cost, creating some type of network effect, or a
combination of both. In SWOT analysis (the acronym is short for Strengths, Weaknesses,
Opportunities and Threats), the analyst first looks into the business unit to identify its
strengths and weaknesses. The analyst then reviews the environment in which the
business unit operates and identifies opportunities presented by that environment and the
threats posed by that environment. As shown in the following figure which shows the
questions that an analyst would ask in conducting a SWOT analysis.
Strengths
Weaknesses
financial liabilities?
Are
industry
trends
Threats
moving
18
upward?
face?
(technologies,
laws,
and
regulations)?
SWOT analysis questions
By considering all of the issues that it faces in a systematic way, a business unit can
formulate strategies that will take advantage of its opportunities by building on its
strengths, avoiding any threats, and compensating for its weaknesses. In the mid- 1990s,
Dell Computer used a SWOT analysis to create a strong business strategy that has helped
it become a very strong competitor in its industry value chain. Dell identified its strengths
in selling directly to customers and in designing its computers and other products to
reduce manufacturing costs. It acknowledged the weakness of having no relationships
with local computer dealers. Dell faced threats from competitors such as Compaq and
IBM, both of which had much strong brand names and reputations for quality at that
time. Dell identified an opportunity by noting that its customers were becoming more
knowledgeable about computers and could specify exactly what they wanted without
having Dell salespersons answer questions or develop configurations for them. It also
saw the Internet as a potential marketing tool. The results of
Dell's SWOT analysis appears in following figure:
Strengths
Weaknesses
No
strong
relationships
with
computer retailers
costs.
Opportunities
Consumer
shopping
desire
for.
Threats
one-stop
19
Internet
Competitors
relationships
could
be
powerful
have
with
strong
computer
retailers.
marketing tool.
Results of Dells SWOT Analysis
The strategy that Dell followed after doing the analysis took all four of the SWOT
elements into consideration. Dell decided to offer customized computers built to order
and sold over the phone, and eventually, over the Internet. Dell's strategy capitalized on
its strengths and avoided relying on a dealer network. The brand and quality threats posed
by Compaq and IBM were lessened by Dell's ability to deliver higher perceived quality
because each computer was custom made for each buyer
1.7
Most E-Commerce companies, such as Arnazon.com, are not making a profit. They are
expanding operations and generating sales growth. It is believed that by 2010 most of the
major E-Commerce companies will start to generate sizable profits. Is E-Commerce just
another buzzword or is it real? We believe that it is real because of its potential benefits.
1.8
20
Benefits to Organizations
The benefits to organizations are as follows:
Electronic commerce expands the market lace to national and international market
with minimal capital outlay, a company can easily and quickly locate more
customers, the best suppliers, and the most suitable business partners worldwide.
Ability for creating highly specialized businesses. For example, dog toys which
can be purchased only in pet shops or department and discounts stores in the
physical world are sold now in a specialized www.dogtoys.com (also see
www.cattoys.com).
21
Electronic commerce reduces the time between the outlay of capital and the
receipt of products and services.
Other benefits include improved image, improved customer service, new found
business partners, simplified processes, compressed cycle and delivery time,
increased productivity, eliminating paper, expediting access to information,
reduced transportation costs, and increased flexibility.
Benefits to Consumers
The benefits of E-Commerce to consumers are as follows:
Electronic commerce provides customer with more choices; they can select from
many vendors and from many more products.
22
Customers can receive relevant and detailed information in seconds, rather than
days or weeks.
.
Benefits to Society
The benefits of E-Commerce to society are as follows:
Electronic commerce enables people in third world countries and rural areas to
enjoy products and services that otherwise are not available to them.
1.9
The limitations of E-Commerce can be grouped into two categories which are:
23
Non-technical limitations
The software e development tools are still evolving and changing rapidly.
Vendors may need special Web servers and other infrastructures in addition to the
network servers.
Some E-Commerce software might not fit with some hardware or may be
incompatible with some operating systems or other components.
Non-technical Limitations
Of the many non-technical limitations that slow the spread of E-Commerce, the following
are the major ones:
Lack of Awareness
The biggest challenge before successful e-commerce over the Net is that of changing the
minds and attitudes of the merchants in tune with the emerging information technology.
Further, optimism and strategic business projections are required. If e-commerce has to
be an alternate means of doing business in India, a new awareness is needed, something
that would cut through the hype and U.S. look alike.
24
Most of the business people do not understand the significance and implications of the
electronic business medium or are unsure of the quality and delivery schedule, physical
delivery of goods and mode of payment. Lack of awareness of the technology and its
potential benefits are also equally responsible for the poor growth of e-commerce. Lack
of interest and willingness to make a paradigm shift has become a crucial issue. Many
companies are not willing to accept that their businesses need a revolutionary change to
subsist in the potentially digital world. In short, information technology should not be
looked upon as an end but as a means to achieve overall development. The IT sector is
people intensive, ensuring vast employment opportunities.
The single most important challenge today pertains to increasing awareness of the
benefits of e-commerce to potential customers, educate the market and the customers will
themselves opt for these services. So, the e-commerce fraternity should accept the fact
that the customers are extremely demanding and that they should be geared up towards
this end and surpass the expectations of customers. .
Lack of Infrastructure
E-commerce infrastructure development is at its infancy stage in India. This
unsatisfactory development is yet another major bottleneck for successful net business in
India. The lack of infrastructure, if made available as required, will ensure that the
investment in e- commerce starts flowing in because the business is happening and
infrastructure will grow. To improve the country's wide infrastructure, major players
must come forward to contribute their pie of technology. All the infrastructure framework
needed for virtual e-commerce has not been there from the very beginning when it was
started, there was a cry for the real shape of the virtual infrastructure for initiating
successful e-commerce. This high cost of infrastructure development for e-business is
also including the cost of leased lines.
Lack of Confidence
The people in India still show hesitancy in buying through the Net. Lack of quality
products, timely delivery of products as some of them tend to go out of stock, lack of
25
solutions security are the potential reasons for not developing e-commerce. People do not
understand this new way of buying and selling products, i.e. the services in a digital
environment which are available online.
Skeptic Attitude
Though the Internet is continuing to grow at a rapid rate, along with e- commerce
transactions, the shoppers are still skeptical about safety and have not been quick to trust
sending personal information such as credit card numbers or address over the Net. Lack
of adequate imagination and understanding of what web-based technologies can do to
markets and competition only adds to the delay in economic development. The old
business habits are demanding and controlling the business. The risk adverse attitude of
the people is conspicuous and waiting for others to lead is also another attitude.
Other drawbacks may include that the buyers are quite prepared to boot the real mail for
e-mail. The e-tailers themselves are not yet ready to keep pace with the potential ecommerce and this brings us to another point. Although e-commerce has the ingredients
of being successful, it may have come slightly ahead of its time. The e-commerce
mechanism eliminates the need for intermediaries. Unfortunately, this also has negative
effects. So, security needs to be extended to customers to gain their loyalty including
substantial business.
26
many peculiar technological and legal problems making it difficult to impose tax and
formulate a sound taxation policy. The following are the various tax implications of ecommerce:
Neither the users, administrators nor intermediaries have any control on the type
of information, either transactions or cybercash and traveling through their
networks.
A person's location and identity is necessary for tax purposes. Since these two are
difficult, the anonymity on the Net would pose a big problem for taxations.
So, it is desirable that the Net be turned as a potential free trade zone.
Cyber Laws
Another important problem is lack of comprehensive cyber laws so as to ensure safety
and protection. There should not be any legal regulations, or barriers to faster and
increased development of e-commerce. The crying need of the hour is urgent action to be
27
taken by the Government to enact cyber laws including electronic fund transfer, and
amendments of official Secrets Act.
Cyber laws are not in place. In other countries, the business community is moving fast
ahead, and stringent government regulations are there. The technology is changing the
business paradigm so fast; governments ability to proactively change the law is a very
difficult task in India.
In addition to them, the fear regarding the security aspects of online transactions without
proper government directives and the existing policy machinery contribute to cyber
criminality. Adding to them, separate cyber laws and amendments are also required to
many existing laws like Companies Act, Evidence Act, Copyright Act, Bankers Book
Evidence Act, Indian Penal Code, Contract Act etc. The country entered into a cyber
space and documents through the computers should be made acceptable in a court of law.
This is actually a big hurdle on the way which would solve one big hurdle for the
business-to-business and business- to-customers e-commerce segment.
Stock Dilemma
Many people are not too happy with e-commerce trends. Though online shopping may be
growing but so is frustration with it. A key source of dissatisfaction is the out of stock
dilemma. In most cases, advertised products or services are not available. The options of
feedback and not receiving suggestions are also reasons for annoyance. Many online
consumers want more detailed information on their purchases but are not available. The
Net is becoming more mainstream and the expectations are also becoming more
mainstream.
28
this new electronic medium of business and its potential for improving efficiency in
extending services to the consumers.
There are many people who are connected to the internet but cannot browse the web and
they are only availing the e-mail facility for communication.
Internet Outrage
Failures in networks and the Net itself can play havoc. We read of frequent press reports
of internet outrages. The IT industry is not yet attempting to improve network reliability
to prevent these outrages. Reliability is a major issue in net business that needs to be
attended.
The biggest thing going for it is a brand image and power. Though the already existing
name is known and trusted, the issue is how to extend it into the new cyber reality. A
29
concern should be to preserve the old values of trust and dependability of the brand, and
at the same time, keep it upon on the Net. At the same time, the whole business structure
will have to undergo a change re-engineered.
30
Technology is in abundance. The hardware and software makers are yet to work out
strategies to ensure e-business privacy and security solutions to Net users in India. The
technologists who are out of touch with the market, customers and competition need to
work out options and set business strategies.
Cyber Competition
It is becoming clearer that cyber structure is not enough to support cyber growth. Such a
growth rate needs proper planning and world class global supply chain parameters. The
profit strapped, not-struck cyber entrepreneurs have no vision and invest money on this.
31
One should not forget about low entry barriers, and as a result, cyber competition is
perhaps more fierce. Cyber competition needs improvement in better contents, faster
delivery of services and online support. It is a great task to pacifying angry live customers
and then think how difficult it is to e-reassure a lost one. This means again more
investment and more capitalization which is further from break-even.
Difficulty of Reengineering
The web business structure will have to undergo a drastic change and be reengineered. It
is not just about having a website or about sticking a web address on conventional
advertising or transferring a few people to a new division and designation. It is about
breaking free and creating new web services to satisfy the existing customers.
E-commerce is still being dominated by large corporations. Small and medium sized
business houses have to take advantage of everything on the Net. Online shopping is
clearly catching on with consumers and retailers need to keep pace with growing
demands.
Infant Stages
32
Electronic commerce is still in its infant stage. Indian commerce is establishing itself in
the area of internet business. The concept of e-commerce is still in evolutionary stage, it
is a job that still needs to be defined. The IT function has not grown beyond the
marketing department and credit cards, merchant accounts, digital signatures and prompt
payment and one has to realize that the e-commerce role is more about harnessing
technological resources to deliver profits to the Net users. Only a few Indian big houses
have gone online to explore the potentials of e-commerce.
E-commerce has yet to take off in India, because Indian consumers are wary of leaving
their re credit card numbers on the Net. They eye the neighbourhood shopkeeper with
suspicion and drive a hard bargain. So, e-commerce websites are losing thousands of
customers.
1.10
SUMMARY
Thus, e-commerce is still commerce and still about human beings. Customers are still
customers and merchants want people at their end. They send confidential, personal and
financial information only by e-mail or can cash on the phone or might just prefer to visit
in person. E-commerce is just only a new way of doing business or an additional method
of doing business. It is a new generation technology, a new method of doing business
with new generation technology. Still, there are many drawbacks which fail to benefit the
users of technology to a great extent.
1.11
KEYWORDS
E-Commerce:
33
EDI :
B2B :
B2C :
C2C :
B2E :
Cyber Law: Cyber law is that law which is used to deal with all cyber crimes,
i.e., crimes done on internet.
1.12
1.13
34
35
LESSON: 2
FRAMEWORK OF E-COMMERCE
Subject: E-Commerce
STRUCTURE
2.0
Objectives
2.1
Introduction
2.2
Information Providers
2.3
E-Commerce Functions
2.4
2.5
2.6
2.7
Summary
2.8
Keywords
2.9
2.10
Suggested Readings
2.0
OBJECTIVE
2.1
INTRODUCTION
2.2
INFORMATION PROVIDERS
2.3
E-COMMERCE FUNCTIONS
The following ten functions must be provided in order to EC to occur; in essense, they
are the enablers of EC:
Software developer
Certification authority
Copyright broker
Metering authority
Auditing authority
Information consumer
The provision of the above ten E-Commerce functions does not necessitate the
involvement of an equivalent number of parties; many of these will be carried out by the
same provider. For example, the Hosting Service can be the same organization as the
Publisher/Aggregator.
2.4
As it has already been discussed in chapter one that E-commerce is related to execution
of business transactions of electronic messaging devices, there have been a lot of changes
1. Interoperability
Electronic commerce must be based on a common set of services and standards
that ensure interoperability. Preferably, service providers and application
designers will be able to use these services and standards as building blocks that
can be combined, enhanced, and customized.
possible business logic will be the payment systems that shall be developed along
the path of development of the field. The generic framework of e-commerce
should be able to acknowledge and accept such advancements, especially in the
field of electronic payment systems.
4. Backward Integration
There will be many business enterprises that will shift from traditional commerce
to electronic commerce. These traditional business enterprises are bound to be
using their own legacy systems. These include paper checks, mainframe-based
settlement and payment systems, and EDI VANs. It is very much logical to expect
that these legacy systems will not vanish overnight. A successful electronic
commerce infrastructure must let the user transfer easily and transparently
between these older systems and newer, all-electronic systems, applications, and
processes.
5. Media Convergence
Electronic commerce transactions will involve all kinds of legacy and newly
developed devices and media, and networks over which these are delivered. A
generic framework developed for Electronic commerce must be able to take into
its stride the ability to accommodate the plethora of technologies, devices and
their convergence, needed to reach and sustain the mass market.
6. Information-intensive products
A particularly important class of products on the NII are those that are pure
information. These products are actually enabled by information technology, not
just distributed more efficiently by it. Information products include electronic
publications, catalogs, videos, and the like, as well as interactive video games,
software programs, electronic tokens, customized design specifications, and even
electronic keys to hotel rooms, cars, storage compartments, and airport boarding
gates. Many of these products will not be simply ``offered'' by a vendor; they will
be designed or tailored by a customer. Customers can, for example, choose their
8. Legacy systems
Many legacy systems exist in the electronic commerce domain. These include
paper checks, mainframe-based settlement and payment systems, and EDI VANs.
None of these legacy systems will go away overnight: A successful electronic
commerce infrastructure must let the user transfer easily and transparently
between these older systems and newer, all-electronic systems, applications, and
processes.
9. Transaction devices
Electronic commerce transactions will involve all kinds of legacy and newly
developed devices and media, and networks over which these are delivered.
Electronic commerce must accommodate the technologies and devices needed to
reach and sustain the mass market.
A framework developed with all of these needs and considerations in mind will form the
strongest basis for a powerful and useful electronic commerce infrastructure. We next
describe the specific activities and functions this infrastructure must support.
negotiating,
ordering,
billing,
accounting,
The specific functions associated with these activities in an electronic commerce setting
are discussed below. Note that not all of these activities are performed in every
transaction, nor are they necessarily performed in this order; indeed, they may be
performed in parallel. Also, all activities are not necessarily conducted electronically.
Finally, these activities can vary in complexity and importance depending on the
transaction's size and scope.
enabling intelligent agents for various purposes on behalf of one or many buyers
and/or sellers;
buyers sending electronic requests for proposal (RFPs) and sellers responding
with various offers;
A major problem associated with the advertising and shopping activity is the cost and
time expended in developing, maintaining, and finding relevant information, products,
and services, given the plenitude of available information. Obviously, this problem will
become increasingly complex as more data and services become available online and the
choices and possibilities multiply exponentially. We need better ways to find and offer
services and products.
Negotiating
Buyers and sellers may elect to negotiate the terms of a transaction -- that is, the terms of
exchange and payment. These terms may cover delivery, refund policies, arranging for
credit, installment payments, copyright or license agreements, usage rights, distribution
rights, etc. These terms can be standardized for routine commodity use, or customized to
suit more unique individual situations. Often, in the case of two parties with a wellestablished business relationship, the terms of exchange are pre-negotiated as standing
contractual terms for all their future exchanges. This process will frequently also include
authentication of the two parties.
Ordering
The buyers eventually issue a contractual agreement of the terms of exchange and
payment. This contractual agreement is generally issued as an order that sets forth the
quantity, price, and other terms of the transaction. The order may be verbal, in writing, or
electronic. It usually includes an acknowledgment of agreement by the various parties to
help prevent any future repudiation. This agreement can be confirmed in a secure way,
electronically safeguarded by cryptographic techniques such as digital signatures.
In the case of some commodity purchases, the entire transaction may begin at this
ordering stage, bypassing the advertising/shopping and negotiating activities. The
ordering activity applies to all transactions, regardless of whether billing will be involved.
Even requests for free public information should be issued as formal orders so that the
service provider can record and account for information requests.
Billing
Once a seller has delivered goods or services, a bill is sent to the buyer. This bill
generally includes remittance information that should accompany the payment.
Sometimes, a seller may require payment in advance. Sometimes, a supplier sends
advance shipping notification, and the customer agrees to authorize payment upon
confirmation of the arrival of the products. And in some cases, as with the free
information example cited above, this activity is eliminated entirely.
Accounting
This activity is particularly important to corporate customers and suppliers. Both buyer
and seller must reconcile all electronic transactions in the accounts receivable and
accounts payable, inventory information, and accounting systems. Account and
management information system records must also be updated. This activity can involve
third parties if the transacting businesses outsource their accounting services.
Customer Service
providing the buyer with timely information as to the progress of the transaction;
providing expert advice and assistance in the use of the products and services.
Customer service concerns may also include providing general cash management advice,
including addressing foreign exchange imbalances and risk exposures; collecting
delinquent payments and late fees; and repossessing products for which payment is long.
A framework developed with all of these needs and considerations in mind will form the
strongest basis for a powerful and useful electronic commerce infrastructure.
10
Financial
Issues
Legal &
Regulatory
Issues
Market
Access
E COMMERCE CORE
Business Applications
Services Enabling Infrastructure
Content Development,
Deployment and Distribution
Infrastructure
Network
Protocols and
Technical
Cultural
Issues
1. The ECommerce core consisting of basic infrastructure which will enable the ecommerce activities, and
2. A fivecorner web of basic issues that will ultimately shape all ecommerce
efforts.
11
Multimedia Storage Infrastructure (to provide for efficient and organized storage
facilities for efficient and quick retrieval and deployment of multimedia contents)
Distribution Infrastructure
Global
Information
Delivery
Networks
(includes
sub-marine
cables,
Intercontinental optic fiber networks, satellite networks and other such networks
forming backbone of global communication networks)
12
2.5
The activities and functions of electronic commerce need certain basic building blocks,
namely,
transactions;
records;
These building blocks are likely to become the standard digital objects of commerce;
over time, they will probably become increasingly comprehensive and refined
BUSINESS APPLICATIONS
13
This layer corresponds to the real business transactions that take place using the digital
messaging technologies. A few of the common business applications that can be offered
online can be listed as below:
Online Shopping
Online Gaming
Online Research
E-Auctions
Online Entertainment
E-Publishing
14
Privacy
Content Liability
Competition
Customer Orientation
Multimedia Formats
Hardware Standards
Interoperability
Documentation Specifications
Compatibility
Acceptability of Standards
Socio-cultural Issues
Lifestyle
Purchase potential
15
2.6
AN INDIAN APPROACH
All over the world, globalization and the new information and communication
technologies that are restructuring the commercial distribution circuits are reinforcing the
linkages between internal and external trade. Even developing countries like India,
therefore, can no more treat the internal and external sectors in isolation. The legal and
financial framework for one sector directly affects the other sector. While the regulations
and rules which govern commercial operations remain mostly local or national in scope,
the growth of e-commerce will increasingly call into question the ability of public
authorities to impose their prerogatives on national markets and international trade by
their companies and citizens.
Legal framework
Legal issues encompass two basic areasthose of regulation, and those of making legal
systems compatible to and for e-commerce. The latter, though perceived as being
facilitator in content, requires the former for it to be effectual. There are in fact many
things that governments might reasonably want to regulate on the Internet. These include
not just serious affronts to human values such as child pornography and incitement to
racial hatred, but also consumer protection, the defence of intellectual property rights,
and taxation. These are all issues on which countries legislate already. The existing rules
and laws would and should apply to the Internet and e-commerce. The problem is not
whether the Internet should be regulated, but how. This entirely new sort of
communication poses several entirely new sorts of problem for regulators. A legal
framework for e-commerce has been provided by the Information Technology Act, 2001,
making India only the twelfth country worldwide which has such a comprehensive
legislation for e-commerce in place. This Act also effects consequential amendments in
the Indian Penal Code, the Indian Evidence Act, 1872, and the RBI Act, 1934 to bring
them in line with the requirements of digital transactions. (Similar amendments are being
planned for the Companies Act, 1956 to also facilitate e-commerce and e-governance.)
16
The IT Act essentially seeks to address three areas or perceived requirements for the
digital era:
Rules under the IT Act have been formulated and a national controller for enforcing the
Act appointed. This controller will regulate the certifying authorities that will issue the
digital signatures and the systems for authentication. These steps need to be matched by
sorting out the issues of security and payments. Security and authentication arrangements
need to be recognized and accepted globally. On the first, though governments (such as
the US government) have taken several steps, countries like India are yet to develop
reliable technologies. (US companies developing them are presently restricted by their
Government from the export of such technologies and that is an issue that needs to be
addressed at the international level.)
Security and control provisions in the IT Act, especially those relating to cyber-crime,
have been criticised by the media and free-speech advocates. After all, the right of
freedom of speech and the right to information are fundamental to democracy and
attempts to control IT and e-commerce must not seem to be attempts to curb the growth
of the Internet (as some countries in the Middle East and China are attempting to do). The
broad and sweeping powers given to the Police (without a warrant or judicial overview)
have been criticised by several experts as well as by NASSCOM. The Government needs
to be extremely careful in this area as attempts at controlling pornography should not be
seen as, or result in, creating hindrances to the growth of the Internet in India.
17
E-Governance
E-governance implies action and commitment of the state and its agencies at two levels:
18
Labour and Union problems in government (as these are perceived to be a threat
to established procedures and vested interests).
Despite these constraints, the initiatives here are crucial. By using the Internet as a tool
for electronic governance, the environment for e-commerce development itself would
be furthered and strengthened. The premise here is that in promoting business on-line,
19
governments will facilitate the delivery of information, goods, and services. This will
then deliver more traffic across data networks, which, in turn, will serve to provide the
revenues and investment rationale needed to encourage further infrastructure
development.
Financial framework
One of the main concerns of developing countries are the perceived dangers foreign
exchange outflow on account of e-commerce, i.e. through the purchase of goods abroad.
In order, therefore, to encourage e-commerce development, banking procedures within
developing countries need to be aligned and made compatible with digital trade
transactions, so that consumers and buyers can easily make purchases locally through the
Internet.
Along with changes in contract and company law, e-commerce would also require a
financial and banking framework that allows for electronic payments and transfers. This
would include requirements for certification of documents, electronic signatures,
confidentiality, and privacy. Therefore, India needs to put in place both the electronic
network (between financial institutions) as well as the regulatory framework to allow for
such transactions. Banking regulations (and rules as a result of the changes in the RBI
Act) thus need to be adjusted to the new formats and requirements. The IT Act thus needs
matching implementation at the fiscal regulatory level. Payment gateways for ecommerce transactions are one of the most essential requirements for establishing and
developing e-commerce. These need to be well established and strengthened in India.
Today some of the banking institutions are offering this service with international
collaboration, but for this to truly make a mark, electronic fund transfers and a credit card
culture must evolve and set in India.
2.7
SUMMARY
The e-commerce framework and information infrastructure, still in the early stages of its
development, is already transforming our world. Over the next decade, advances on the
EC framework will affect almost every aspect of daily life -- education, health care, work
20
and leisure activities. Disparate populations, once separated by distance and time, will
experience these changes as part of a global community.
No single force embodies our electronic transformation more than the evolving medium
known as the internet. Once a tool reserved for scientific and academic exchange, the
internet has emerged as an appliance of every day life, accessible from almost every point
on the planet. Students across the world are discovering vast treasure troves of data via
the www. Doctors are utilizing tele-medicine to administer off-site diagnoses to patients
in need. Citizens of many nations are finding additional outlets for personal and political
expression. The internet is being used to reinvent government and reshape our lives and
our communities in the process.
As the internet empowers citizens and democratizes societies, it is also changing classic
business and economic paradigms. New models of commercial interaction are developing
as businesses and consumers participate in the electronic marketplace and reap the
resultant benefits. Entrepreneurs are able to start new businesses more easily, with
smaller up-front investment requirements, by accessing the Internet's worldwide network
of customers.
An increasing share of these transactions occurs online. The EC framework has the
potential to revolutionize commerce in these and other areas by dramatically lowering
transaction costs and facilitating new types of commercial transactions.
The e-commerce will also revolutionize retail and direct marketing. Consumers will be
able to shop in their homes for a wide variety of products from manufacturers and
retailers all over the world. They will be able to view these products on their computers
or televisions, access information about the products, visualize the way the products may
fit together (constructing a room of furniture on their screen, for example), and order and
pay for their choice, all from their living rooms.
21
Commerce on the internet could total tens of billions of dollars by the turn of the century.
For this potential to be realized fully, governments must adopt a non-regulatory, marketoriented approach to electronic commerce, one that facilitates the emergence of a
transparent and predictable legal environment to support global business and commerce.
Official decision makers must respect the unique nature of the medium and recognize that
widespread competition and increased consumer choice should be the defining features of
the new digital marketplace.
Many businesses and consumers are still wary of conducting extensive business over the
Internet because of the lack of a predictable legal environment governing transactions.
This is particularly true for international commercial activity where concerns about
enforcement of contracts, liability, intellectual property protection, privacy, security and
other matters have caused businesses and consumers to be cautious.
As use of the internet expands, many companies and internet users are concerned that
some governments will impose extensive regulations on the internet and electronic
commerce. Potential areas of problematic regulation include taxes and duties, restrictions
on the type of information transmitted, control over standards development, licensing
requirements and rate regulation of service providers. Indeed, signs of these types of
commerce-inhibiting actions already are appearing in many nations. Preempting these
harmful actions before they take root is a strong motivation for the strategy outlined in
this chapter.
2.8
KEYWORDS
Interoperable: It means the system can work on different hardware and software
platforms
WAN: Wide area network, a type of network spread through the world
VAN: Value added network, a privately owned network providing various value addes
services
Protocol: Set of rules and regulations for communication and transfer of data between
two computers in network.
22
2.9
1.
2.
3.
4.
5.
Highlight the major provisions of IT Act with respect to e-governance and ecommerce in India.
6.
7.
Change is the nature of law. How this statement is being used in business in this
changing environment.
2.10
SUGGESTED READINGS
Kalakota, Ravi and Whinston, Andrew B. Electronic Commerce A Managers
Guide, Pearson Education, Inc.
23
LESSON: 3
INTERNET SERVICE PROVIDER
Subject: E-Commerce
Vetter :
STRUCTURE
3.0
Objective
3.1
Introduction
3.2
Definition of Internet
3.3
3.4
3.5
3.6
3.7
3.8
3.9
ISP in India
3.10
Summary
3.11
Keywords
3.12
3.13
Suggested Readings
3.0
OBJECTIVE
3.1
INTRODUCTION
The Internet has revolutionized the computer and communications world like nothing
before. The invention of the telegraph, telephone, radio, and computer set the stage for
this unprecedented integration of capabilities. The Internet is at once a world-wide
broadcasting capability, a mechanism for information dissemination, and a medium for
collaboration and interaction between individuals through computers irrespective of
geographic locations.
3.2
DEFINITION OF INTERNET
The Internet is a global network of computers that allows people to send email, view web
sites, download files such as mp3 and images, chat, post messages on newsgroups and
forums and much more. The Internet was created by the Advanced Research Projects
Agency (ARPA) of the U.S. government in 1960's and was first known as the ARPANet.
At this stage the Internet's first computers were at academic and government institutions
and were mainly used for accessing files and to send emails. From 1983 onwards the
Internet as we know it today started to form with the introduction of the communication
protocol TCP/IP to ARPANet. Since 1983 the Internet has accommodated a lot of
changes and continues to keep developing. The last two decades has seen the Internet
accommodate such things as network LANs and ATM and frame switched services. The
Internet continues to evolve with it becoming available on mobile phones and pagers and
possibly on televisions in the future.
The actual term Internet was finally defined in 1995 by FNC (The Federal Networking
Council). According to Federal Networking Council (FNC) Internet refers to the global
information system that,
provides, uses or makes accessible, either publicly or privately, high level services
layered on the communications and related infrastructure described herein.
3.3
The U.S. government has had a big influence on the federally funded parts of the Internet.
The National Science Foundation (NSF) initiated the NSFNET in the mid 1980s, a
nationwide backbone in the United States that connected many mid-level networks,
which in turn connected universities and other organizations. At the time of this writing,
the NSFNET production backbone is being phased out and connectivity will be offered
by other providers, including commercial networks, in the near future. But you may still
hear people refer to the NSF and its influence on the Internet. The NSF funds an
experimental high-speed network and will continue to provide funding for a short time to
assist universities and schools in getting Internet connections.
When you're saying these names and addresses out loud, you should substitute "dot" for
"period" to sound as though you belong.
The idea is for people to use the computers' names when accessing resources, and to let
the computers and routers work with the IP addresses. Each Internet-connected
organization keeps a database of the names and addresses of all the computers connected
to its own networks. Because there are so many computers on the Internet and there is no
real central authority, name assignment is best left to the local networks.
Domain Name System. There's actually a method to these names and addressesa
naming system known as the Domain Name System, or DNS. The DNS is also the
worldwide system of distributed databases of names and addresses. These databases
provide the "translation" from names to numbers and vice versa, a sort of international
Who's Who of computers. DNS names are constructed in a hierarchical naming fashion,
which you can think of as a worldwide organization chart. At the top of this chart are toplevel specifications, such as EDU (educational), COM (commercial), GOV (government),
MIL (military), ORG (organizations), and NET (networks), and also two-letter country
codes, such as US for the United States and CH for Switzerland.
An organization can register for a domain name, selecting one of the top-level
specifications mentioned above that describes it best, and then preceding it with a
recognizable version of its name. For example, the ABC Software Systems company will
have a domain name like abc.com. From there, it can divide itself into subdomains,
extending the organization chart to department levels, or it can just give all of its
computers names in the abc.com domain.
Once you understand how this naming system works, you can remember names more
easily, and you can also tell things about a computer, such as to what organization it
belongs. The names do not, however, always indicate geographical location.
Many U.S. organizations and companies use the three-letter designations mentioned
above (for example, EDU, COM, and ORG). However, most countries have stipulated
that organizations use their two-letter country codes for top-level domains. For example,
an actual computer name, quake.think.com, refers to a commercial (COM) enterprise: the
computer's name is quake and it belongs to Thinking Machines Corporation (think), a
supercomputer manufacturer in the United States. Another example is fujitsu.co.jp, a
computer at the Fujitsu Company in Japan (jp is the two-letter country code for Japan).
Advantages of internet
There many advantages to using the internet such as:
E-mail
Email is now an essential communication tool in business. It is also excellent for keeping
in touch with family and friends. The advantage to email is that it is free ( no charge per
use) when compared to telephone, fax and postal services.
Information
There is a huge amount of information available on the internet for just about every
subject known to man, ranging from government law and services, trade fairs and
conferences, market information, new ideas and technical support.
Services
Many services are now provided on the internet such as online banking, job seeking and
applications, and hotel reservations. Often these services are not available off-line or cost
more.
Communities
Communities of all types have sprung up on the internet. Its a great way to meet up with
people of similar interest and discuss common issues.
A Leading-Edge Image
Presenting your company or organization as leading-edge shows your customers and
prospective customers that you are financially strong, technologically savvy, and ready
for the 21st century. And that you care enough about your customers to take advantage of
new technologies for their benefit. And finally that you have the resources to support
your clients in the most beneficial manner possible.
More and more advertisers on television, radio, magazines, and newspapers are including
a Web address. Now is the time to avoid playing catch-up later.
Market Expansion
The Internet is a global system. Latest estimates are that there are about 40 million people
with access to the Internet, and this number is growing every day. By simply posting a
Web Page you are also addressing International markets.
3.4
The basic requirements for connecting the computer system to the internet can be
classified into two categories:
Hardware Requirement
Software Requirement
Hardware Requirements
Users can use any of the PC models coming today e.g. Intel Celeron, Intel P-I, Intel P-II ,
Intel P-III, Intel P-IV, AMD K6, CYRIX MII, etc. The CPU of 350 MHz and above gives
a good performance.
Your computer should have atleast of 16 MB RAM to have good navigation on the net.
The AGP card should have at least 4 MB RAM. This helps in watching the
graphics/movies on the Internet effectively.
One should have a telephone line or ISDN (Integrated Services Digital Network)
connection. ISDN connection has more bandwidth as compared to a single telephone line.
A modem is also required. Modem stands for modulator / demodulator. The computer
operates on digital signals, whereas the telephone lines operate on analog signals. So an
additional piece of hardware, i.e., modem is connected between the computer and the
telephone line. Modem converts the digital signals to analog and vice versa. Modems are
inbuilt or they can be connected externally. The good modems available in the market are
from the companies US ROBOTICS, D-Link etc. A modem can be an ordinary modem or
a fax/voice modem. The fax/voice modem in addition to data, can also carry, voice on the
net.
Software Requirements
We should have connecting software and web browser software. Internet can be called
upon from any operating system e.g. Windows 98, Windows NT, Linux, Unix, etc. The
two most widely used web browsers are Internet explorer and Netscape communicator.
After having the basic requirements the additional requirements that are required for
smooth and quality service of internet, the following software are required:
Anti-Virus
Anti-Worm
Firewall
System Utilities
Macromedia Flash
3.5
An ISP (Internet Service Provider) is a company which provides internet access to other
companies or individuals. An ISP maintains connections to other networks and ISPs,
acting as a router for internet traffic between a customer's computer and any other
machine also connected to the internet anywhere else in the world.
3.6
Internet Service Provider is a company that you dial up to get on the Internet. There are
basically four different kinds:
Providers:
o BSNL
Pros:
o If you travel or move, most likely you will be able to access the
Internet at your new location.
o The extra services like chat rooms can be an added bonus.
Cons:
o Technical support may be hard to reach or long distance.
o Sometimes you get busy signals when trying to access them.
o If you don't use the services, if there is an additional charge, it is a
waste of money.
o Although you buy an unlimited account, some will send you
notices if you have been online too much.
o Reliance
o Airtel
o Dishnet DSL
o Satyam Infoways
o HCL Infinet
Pros:
o You don't have to install additional software to get pornography
out of your computer.
o You will not have to update your filtering software.
Cons:
o In some cases roaming facility of account is not available.
o Technical support may be limited.
Local ISPs (Small companies that offer Internet service to a small area)
Providers:
o Check in your telephone directory or yellow pages under Internet
Services.
Pros:
o Less error prone
o Less disconnections
o Offers a local dial up number if you are in a rural area that doesn't
have local dial up numbers for the major providers.
Cons:
Free ISPs
Providers:
o Call Tiger
10
Pros:
o Free and no commitment
o Cons:
o Technical support may be limited, long distance, or not available.
o May not offer reliable service.
o Advertising banner can take up a lot of space on your screen.
o Some charge very high set up fees (stay away from these)
3.7
There are many types of connections USER can get on the internet depending on the type
of use and the amount of resources (money) available. The different types of connections,
their advantages and limitations have been discussed below:
No matter what type of connection you go in for, it should be reliable, fast, easily
available, and economical. There is no such thins as a free connection to the Internet.
Someone, somewhere has to pay for the equipment, software, telephone lines, and
electricity.
1.
Dial-Up Connection
11
As the name suggests, dial-up link means you have to dial into a modem over a telephone
line before you can get connected to the internet. A modem (modulator demodulator) is a
device which converts digital signals emitting from the computer into analog signals so
that the data is easily transmitted over analog telephone lines. At the receiving end, there
is another modem which converts these transmitted analog signals back to the digital
form which are received by the target computer.
A computer whose configuration could be 80486 but the best is Pentium-IV or above.
Communication software, like dialer which the Internet connection provider will give and
a telephone line.
A modem (optimal speed is 36.6 Kbps). These days we use modems of speeds up to 56
Kbps. Software like a browser, e-mail programme, FTP software, Newsgroup reader,
Eudora, Outlook Express, etc. Outlook Express is one of the software which helps to read
news and mail offline once they have been collected online.
There are 3 major ways by which you can get linked to the Internet using a dial-up
connection, namely;
A.
In case of host terminal connection, a PC is connected to some Internet host via modem
and a terminal emulation programme is run. Your terminal now acts like a vt-100
terminal . In other words, you are connected to a large computer which is connected to
the Internet. Thus if want to download a file, the file is downloaded to the host and not
your computer. To download a file from their host to your computer you need to have
12
some specific software. In this type of connection you can download only text but not
graphics. Hence, a host terminal connection is also referred to as a shell account. This
account is best suitable for :
This type of a connection offers three different types of accounts depending on your
distance from the ISP and the nature of work for which you want the connection.
1. Local dial.
2. Use of public data networks.
3. Restricted access.
1. Local Dial: Local dial is the cheapest type and is only possible if the host is at a
local telephone call distance away.
2. Public Data Network: If the host is not in the vicinity, then long distance calls
have to be made over public data networks. If the speed of such networks is slow
then data transmission speed will also be slow and so the connection will prove to
be more expensive.
13
B. Individual Computer
Here your computer can work as an Internet Host, i.e., direct downloading of files and
mails can be done when connected to the internet. This kind of link is a little more costly
than the host terminal connection as you have to pay a monthly fees to the service
provider or sometimes even a flat charge for a fixed period of time. Here you can have
one or both the following account ;
1.
2.
1. Serial Line Internet Protocol (SLIP) . In case of SLIP data is sent in packets under
speeds of 9600 bps on telephone lines using data compression protocols.
2. Point-to-Point Protocol (PPP). In case of PPP data is sent over telephone lines via
modem. Double checking is done at the destination to see if data packets have
arrived intact. This is better than SLIP as it allows authentification of users. These
days PPP connections are more common. Again, speed of data transfer in PPP is
faster than in SLIP.
The limitations are few, such as , people may not be able to access the Internet easily if
the disk space is limited or if the line is slow (i.e., speeds below 28.8 Kbps will not be
accessible by other people).
14
In this case there is a dial up link from the LAN to which you are connected to. This type
of connection is favourable for small business houses and educational institutes. Here the
server, on demand, dials up for a connection and once the connection is established
everybody logged on to the LAN can access the Internet. In such a situation if there is
any file downloaded from the Internet then like any other file, this file will be accessible
to all LAN clients. The only problem here is that the more the number of users logged
onto the LAN and working on the Internet, the slower will be the Internet connect6ion.
However, this is successful if you have a very fast server software along with a very fast
line. Again extra software like proxy servers are also required to serve the needs of
various individual LAN users with one Internet connection.
2.
This is a very high speed connection to the Internet over normal telephone line. It
combines both voice and digital information in a single medium, making it possible to
provide the customers with digital as well as voice connections. In ISDN connection, the
information which is sent from your computer to the Internet is digital. Here we do not
use a normal modem. As no conversion from analog to digital or vice versa is required,
so we use an ISDN modem which is merely a terminal adapter. Another differences lies
in the fact that the ISDN lines, in order to work, require power from outside. When there
is a power shutdown, ISDN lines will not work. ISDN service has many variations but we
follow Basic Rate Interface (BRI) Service. Here the ISDN line is divided into three
logical channels, namely :
Over bearer channels you can send data. If only data is sent then it could be sent at a
speed of 64+64=128 Kbps but if both data and voice is to travel then one B channel is
dedicated to voice and the other to data. The data or D channel is used to send signaling
15
information for routing data which is being sent over B channels. Those telephone
companies which do not have the ability to use D channels remove 8 Kbps from each B
channel. Therefore, only 56 Kbps of data can go over each of these B channels.
Apart from voice, many value added services are also being offered like:
1. Telephones will soon have the facility to display name, address, and telephone
number of the caller while the telephone rings.
2. When the telephone gets connected to the computer, the callers database record
is displayed on the computer.
3. Call forwarding facility
4. Remote electricity meter reading services.
5. Smoke alarms that automatically call up the hospital, fire station or police station.
The only disadvantage of using ISDN is that it proves to be an expensive affair as special
equipment is required for it and the tariff is also high.
3.
As the name suggests, a leased line connection is a permanent connection laid down
between you and a modem. As it is permanently lined, you have a 24 hour access to the
Internet, seven days in a week. A leased line connection is very useful especially when
frequent information has to be accessed from the Internet and also when the volume of
data transfer is high. It is also useful if the Internet is to be used for more than 12 hours a
day.
This type of connection is the most reliable and has high speed. The only issue behind
this connection is its cost.
16
4.
Cable Modem
In case of cable modem the Internet can be accessed through the normal coaxial
television cables with the help of cable modems. Speed of cable modems is 10 to 100
times faster than normal dial-up connection modems. The only catch is that the local
cable operator should have the capability to access the Internet over cable TV wires and
that cable modems are slightly more expensive than normal modems. One advantage of
cable modem connection is that you need not have a telephone line if you want this type
of connection to the Internet.
Before giving approximate tariff rates for the different types of connections, let us discuss
the role of Videsh Sanchar Nigam Limited (VSNL). VSNL is the gateway to Internet in
India. It is also an Internet Service Provider (ISP) so that the user can acquire a
connection from it. Until recently, VSNL was the only gateway of the Internet in India
but now we have another private gateway, namely, Now Convergence. This organization
also has some very good offers like faster downloads. Let us now discuss the role of an
ISP.
5.
DSL
DSL or Digital Subscriber Line service is provided through the existing telephone line,
but it works differently than regular analog modem dial-up access. DSL operates over
normal telephone lines and it can be used simultaneously with the telephone. DSL can
increase the connection speed by as much as ten-fold from a standard dial-up modem.
6.
Broadband
17
This type of access is good for remote locations, where ISDN, cable or DSL are not
available. It gives a decent download speed, but to upload the data, the user still needs a
regular analog modem to dial in, via a telephone line. Satellite connection can be either a
two way service or a one way service. In case of two-way satellite service, the data is
transmitted via satellite to a dish antenna at the users house. In one-way system, the user
needs a conventional modem and a telephone link to an ISP. Satellite connection is
expensive but sometimes is the only fast option for the people who are beyond the service
area of cable and DSL providers.
7.
The two ground stations that communicate with one another via the satellite need not be
the same size or transmit data with the same amount of power. Many satellite networks
use a large number of small dishes, called VSATs (very small aperture terminals), for the
outlying nodes and one central hub with a big dish that can transmit very powerful
signals and is very sensitive to incoming ones. This system minimizes the cost of the
majority of the ground stations at the expense of maintaining one big one, which can be
shared by several users, However, this approach can cause additional delays, because the
VSATs arent powerful enough to talk to one another directly through the satellite;
messages must pass through the hub and make two trips into space before reaching their
final destination, incurring a double delay.
VSATs are typically used by organizations, such as oil companies, that require data or
voice communications between sites distributed over a wide geographical area.
Terrestrial links are economical over short distances; their cost climbs quickly as the
distance between locations increases. In addition, terrestrial data and voice links, while
readily available in cities, are often difficult, if not impossible, to obtain in smaller urban
'and remote local areas using these links.
3.8
Before choosing an ISP, it is important to assess your company's business and marketing
goals. In other words, you should determine what your organization will be using the
18
Internet for. Once you've determined this, you can contact ISPs that serve your
geographic area and ask them about their services.
Here are some questions that user may wish to ask when choosing an ISP for Internet
connection:
General
What types of connections are available in your geographic area? (dial-up, ADSL,
cable, etc...)
What additional perks are offered with each package? (Web space, additional email accounts, etc.)
Connection
Does the ISP provide alternate local dial-up numbers? How many?
Cost
19
metered
flat rate
bandwidth use
Many of these questions can only be answered while trying for the services. You may
want to request a trial period from an ISP so that you can evaluate its performance before
signing on with them.
Web Hosting
Most companies that offer Web hosting services will offer basic packages which can be
modified to accommodate your specific needs. Requesting and comparing this
information is a good place to start when looking for Web hosting services. The
following list outlines some important questions that should be answered before you
make a decision:
General
How much bandwidth is available for upload and download? (data transfer)
How much storage space is available? Can additional space be added at a later
date? (data storage)
What is the site's expected uptime? What is the company's policy with regards to
this?
20
Services
Does the ISP provide shopping cart and other e-commerce technologies and
services?
Costs
What will be the total monthly cost of your company's desired Web hosting
solution?
Be wary of relatively low advertised prices when choosing a company to host your Web
site. These low prices are usually offset by additional costs for basic services, or are
indicative of poor performance. You may also want to visit some sites that are hosted by
the company to see how they perform.
3.9
ISP IN INDIA
The current ISP scene is witnessing a roller coaster ride. The beginning of the year saw
the presence of 25 brands and license for about 256 ISPs granted. The market was
crowded, with not enough room for all of them to survive. It was also found that lavish
advertising spends with everybody wanting to gain the early mover advantage. Every one
focusing on price war, brand building took a pillion seat. Brands that did not build strong
brand equity began to find the going tough. As a result, many leading brands too folded
21
up. The market finally settled with 3 to 5 players, with the future becoming a limited
game.
ISPs that want to operate at a national level will have to apply for category A
license. Bank guarantee of Rs.20 million.
Category B license will cover the four major cities and metros of the country in
addition to 20 telecom circles. Bank guarantee of Rs.2 million.
There is no limit on the number of players in an area and a company can apply for as
many licenses as he/she wishes to apply. Private ISPs can establish their own gateways
after obtaining security clearances. They have the option to use Videsh Sanchar Nigam
Limited (VSNLs) gateways. ISPs can also interconnect among themselves and provide
services to V-SAT substations. With the mushrooming of ISPs, the differentiator would
be service standards, bandwidth to the Internet, uptime, customer education, training and
support.
It is essential in India, that ISPs have to provide not only access and make money from
that, but also:
Software the customer needs to set up business like modems, PCs, web browsers
and authoring packages.
It is very unlikely that process would fall below the current levels. When the number of
players are less, the price would stabilize Price cuts have not worked and when the
market matures, the discerning users will increase, according to few experts. Some of the
ISPs have already formed a castle in the north to arrest further price fall. This would
happen even at other places. Free ISPs (FISPs) also made their presence last year. They
22
however, have a price not just in terms of the overall viewing area, that will be taken up
by advertising banners, but in the type and extent of personnel information required to be
provided. Before getting free access, most ISPs require demographic information at the
time of sign-up. During the beginning of the year, the free ISPs did affect the market.
Today, with most of the FISPs shutting shop, the market is growing. Free service
providers will not be able to provide quality surfing experience, according to some
people. The free ISPs target revenue out of sponsorships and advertisements. Many a
times, customers know that using FISP is not economical enough as the download is
supposed to be slower than a paid ISR resulting in longer time taken to browse and with
added telephone cost.
(ii)
(iii)
(iv)
(v)
Banners
Speed
Support
caltiger.com
Yes
56 K
Pop
bharat connect
Yes
56 K
Web Pop
cheecoo.com
Yes
freedialin
Yes
56 K
Web
56 K
Logfree.com
E-mail, FAQ
The ISP business is a long-term business and has no short-term returns. With the growth
of Internet business, allied services like intranet business will be the real opportunity.
There are about 1.2 million ISP users in India as against a figure of 120 million in the US.
Hence, this industry is poised for growth. Going by the present indications, the Internet
23
industry will continue to boom by itself and also because of the technologies like WAP
enabling browsing the net for information on a mobile phone or a palm top.
3.10
SUMMARY
As with any purchase, familiarity with a product will help you make a better decision.
Find out which ISPs other people are using and ask them why. It should be noted that
reluctance, on behalf of a potential ISP, to answer your questions is a negative indicator;
the company may be hiding product/service deficiencies.
Make sure that you read the ISP's service contract before you commit to it. That way
you'll know what to expect in event of a closure, merger or if the quality of Service does
not meet your expectations
3.11
KEYWORDS
3.12
1.
2.
3.
What are the various hardware and software requirements to have internet on
computer system?
4.
5.
Discuss various types of internet account with their characteristics and limitations.
6.
24
3.13
a)
WWW
b)
Internet
c)
Modem
d)
DNS
SUGGESTED READINGS
Kalakota, Ravi and Whinston, Andrew B. Electronic Commerce A Managers
Guide, Pearson Education, Inc.
************
25
LESSON: 4
INTERNET AND WORLD WIDE WEB
Subject: E-Commerce
Vetter :
STRUCTURE
4.0
Objectives
4.1
Introduction
4.2
4.3
Internet Tools
4.4
Definition of www
4.5
www Technologies
4.6
Summary
4.7
Keywords
4.8
4.9
Suggested Readings
4.0
OBJECTIVE
Most early internet programmes were command-line programmes. The World Wide Web
has changed all that. Instead of requiring to know archive commands, the www gives a
graphical view of the internet. The web is easy to use; it is easy to create web pages and
to link them to other web pages.
After going through this lesson, you will be:
Describe the advanced internet concepts
Explore various internet tools and www technologies
4.1
INTRODUCTION
Internet is a network for the elite, but it is very egalitarian. It has valuable information but
works at no extra charge.
ARPANET protocol was replaced in 1970s by TCP/IP protocol suite. The features in
these protocols permitted transmission of data in an efficient way from any computer
connected to the ARPANET to any other on the net. It is thus the foundation for the
Internet as we know today. The chronological events that took place are as under:
1969
1972
1973-74
of
connecting
multiple
independent
networks
through
routers/gateways.
1978
1980
DARPA funded the development of Berkley UNIX TCP/IP was made part
of the operating system.
1980-86
1986
1987
CSNET merged with BITNET, the backbone was upgraded from 56 Kbps
to TI service (1.5:1 .Mbps); TI was operational in 1988.
1991
US government requirement was to ensure that the system way secure and would allow
continued cooperation between these sites and computers in the case of nuclear attack.
The internet evolved from a military focus towards non-military use with many
simultaneous developments like:
personal computer
Software products
workgroup computing
4.2
A URL (or uniform resource locator) is the address of an Internet page on a Web site.
Usually it consists of four parts: protocol, server (or domain), path, and filename. Often,
when you go to the very first page of a Web site, called the home page, theres no path or
filename. Heres an example:
http://www.microsoft.com/windows/default.asp
Communication Protocol
Protocol is a set of rules created for the process of communication with another computer
or with an operating system
The first element in the URL is the protocol. This is the service that provides the
resource, followed by a colon. The default taken is http: if you dont specify other
service. The protocol specifies the computer language used to transfer information.
Specifically, a protocol tells the browser where the information is located (for example,
on a web server, an FTP (file transfer protocol) server, a local hard drive, and so on). The
protocol tells the browser what to expect from the document retrieval process.
Use
http:/ /
ftp://
Gopher://
telnet://
Host Name: host name is the server that contains the resource, preceded by two slashes
(either. in the form of a domain name or an IP address). In other words the hostname is
the name of the server that holds HTML documents and related files.
Folder name: folder names give document on the servers file system. Folders perform
the same function on a web server that they perform on your PC (i.e. they organize
documents). Theres virtually no limit to how deep you can nest folders, and theres no
limit as to what files the folders can contain.
File name: file names are the names of specific documents. It identifies the file (an
HTML document, an image, a text file, and so on) to be displayed. In the above example,
the file index.html is displayed. This file is kept in the folder virtual.
TCP/IP is a very popular protocol used in conjunction with internet. To establish a link
between two computers on the internet, it is required to frame certain rules and
regulations so that the data communication between the computers may take place. A
protocol means a set of rules which is accepted globally. TCP/IP is the protocol which
defines the rules and algorithm for data communication between different computers.
To establish a link between two or more computers, it is required to define the address of
the computer. This address must be unique. Rules and regulations for secure transmission
of data over the communication channel are also required. TCP/IP is divided into two set
of protocols one is called TCP or Transmission Control Protocol and other is called IP or
Internet Protocol.
Internet Protocol
This mainly deals with the addresses of computers. The Internet Protocol decides the
address of computer to be labelled on the packet. This allows various computers or
intermediate nodes to read the address of the destination computer and route the packet to
the destination node.
Web pages generally reside on HTTP servers. A user requests a web page from an HTTP
server through his or her web browser client software. Either by clicking on a hypertext
link or designating a particular URL (uniform resource locator). The server then sends the
requested information to the users computer. The browser software interprets the HTML
codes and presents the information contained in the web page in a readable format on the
users computer.
Shareware: software that you can use free for a trial period but then pay a fee for the
licensed version.
Freeware: completely free software, for example fonts, clipart and games.
Upgrades and Patches: upgrades to amend software and fixes for software- problems
available either free or against charges.
Files on FTP servers are often compressed. Compression decreases file size and this
enables more files to be stored on the server and makes file transfer times shorter. In
order to use a compressed file the user needs to decompress it using appropriate software.
It is a good idea to have current virus checking software on the computer before files are
transferred on it.
Ws-FTP32 LE is a top rated and very popular FTP programme from John Junod. It is
given away free to certain non-commercial users.
This protocol is used when the communication is done over a serial transmission line like
the telephone line. The protocol allows the user to use GUI based web browsers like
Netscape and MS Internet Explorer. Internet Service providers use the PPP and SLIP
account to enable users to view graphics on the Internet. These accounts assign an IP
address to your computer when a connection is established.
Telnet
Telnet is a protocol, or set of rules, that enables one computer to connect to another
computer. This process is also referred to as remote login. The users computer, which
initiates the connect icon, is referred to as the local computer and the machine being
connected to, which accepts the connection, is referred to as the remote or host computer.
Once connected, the user computer emulates the remote computer. When the user types
in commands, they are executed on the remote computer. The user monitor displays what
is taking place on the remote computer during the telnet session.
Gopher
Gopher is a protocol designed to search, retrieve and display documents from remote
sites on the Internet. It accomplishes this using the client / server model of users running
client software on their local machines that provide an interface that interacts with remote
servers or computers that have information of their interest. In addition to document
display and document retrieval, it is possible to initiate on-line connections with other
systems via gopher. Information accessible via gopher is stored on many computers all
over the Internet. These computers are called gopher servers.
Users interact with gopher via a hierarchy of menus and can use full-text searching
capabilities of gopher to identify desired documents. Once an appropriate item is
selected, gopher retrieves it from wherever on the network it resides and (if it is text)
displays it. The users may feel as if all the information available to gopher resides on
their local computer, when in fact, gopher is interacting with a large number of
independently owned and operated computers around the world. Gopher client software
exists for most computer platforms.
Archie
These are thousands of anonymous ftp servers around the world offering more files than
you can imagine. The role of Archie is to make the whole system manageable by helping
you find what you need. There are a number of Archie servers around the net, each of
which consists a database of most of the files that are publicly available via anonymous
ftp.
Suppose you want a particular file -for instance, a programme but you dont know which
anonymous ftp server has the file. You use an Archie client to convert to an Archie
server. You can have your client ask the server to search for files that have the same
name as the programme you want.
After a short wait, the server will send back a list of addresses of some of the Internet
sites that have files with that name. Once you know where to look, it is a simple matter to
use ftp to download the file. The term Archie was chosen to express the idea of an
archive server.
After Veronica or Jughead finishes searching, you will be presented with a new menu
containing the names of whatever items were found. To access one of these items, all you
need to do select it, and your gopher client will connect you to the appropriate gopher
10
server automatically. The results of a typical Veronica search will be items from around
the net, but you wont need to know any of the details: your client will take care of
everything for you.
WAIS has the capability of simultaneously searching more than one database. After the
search phrase has been typed into the client interface, the user can then choose which
databases should be used to complete the search. Depending on the WAIS client software
being used, this may be a matter of using a mouse to select database names displayed on
a screen, or of typing in the database names using the keyboard. It is very important to
know that WAIS indirectly searches the database. The database itself is not being
searched for the requested search phase. Rather, an index for the database is searched.
The index is created by people, and can contain all, or a number of words in all of the
items contained in the database. Once the search has been executed, all items containing
the words appearing in the search phrase will be returned to the user, provided that the
words in the search phrase appear in the indexes of the selected databases.
4.3
INTERNET TOOLS
E-mail
The conventional mailing by post can take several days to travel across the country and
weeks to go around the world. That is why nowadays it is referred to as snail mail. In
recent times, e-mail or electronic mails being used to send and receive messages. It saves
time and money, is fast, easy to use and less expensive than the post. You can send e-mail
practically to anyone with an e-mail address, anywhere in the world. So what is e-mail?
Its simplest form, e-mail is an electronic message sent from one computer to another.
You can send or receive personal and business-related messages with attachments like
pictures or other documents.
11
Just as a letter or document stops at the different postal stations along its way, e-mail is
passed from one computer to an- other as it travels along the network. Each computer
reads the e-mail address and routes it to another computer until it eventually reaches its
destination. Its then stored in an electronic mailbox. With the internet this whole process
usually takes just a few minutes, allowing you to communicate quickly and easily with
millions of people around the world anytime of the day or night, for the cost of a local
phone call.
Until recently, e-mail on the internet was good only for short notes. You couldnt send
attachments like formatted documents or graphics. With the advent of MIME
(Multipurpose Internet Mail Extension) and other types of encoding schemes, like
UUencode, not only can you send messages electronically, but you can also send
formatted documents, photos, sound files, and video files as attachments.
Search Engine
Search engines are Web sites that help you search the Internet for other Web sites based
on keywords you provide.
Databases of web sites that use spiders or robots to search the web and catalog web pages
and make it convenient for you to search. Popular search engines include:
Google
Yahoo
Infoseek
Indiatimes
Lycos
Altavista
Excite
Hotbot etc.
Special www sites that offer a facility by which you can search the web or Usenet for
information. Alta Vista (http://www.altavista.co.uk/), for example, provides a keyword
search that scans every word of every page on the web. Yahoo permits you to search by
following ever-decreasing menus. Your browser will take you to a site featuring a
number of web search engines.
12
Newsgroups
Discussion groups on the Internet (not on the Web, which is only one area of the
Internet). Newsgroups are classified by subject matter and do not necessarily deal with
journalism or news. Health, hobbies, celebrities, and cultural events are the subjects of
many newsgroups. Participants in a newsgroup conduct discussions by posting messages
for others to read, and responding to the messages posted by others.
Newsgroups, also referred to as forums, have been around almost since the dawn of the
Internet. They enabled scientists to post questions (and answers) to each other. Today,
newsgroups resemble virtual coffee houses, where people get together to discuss subjects
of mutual interest. Except with newsgroups, the communication is written, not verbal.
Newsgroups revolve around specific topics, such as wireless technology or organic
gardening. You can read what others have written and post your own comments.
13
synchronous (happening for all participants at the same time), and e-mail is asynchronous
(taking place at different times).
Chat protocol permitted many people to converse with each at once. Finally IRC
(.Internet relay chat) provide for multiple channels where completely separate
conversations, all potentially many-to-many become available to anyone on the Internet.
The IRC protocol remains the underlying basic for other forms of real- time
communication (such as voice or video conferencing). The standard chat interface, with a
big dialogue window, a narrow list of participants and a command line at the bottom for
typing your responses, continues to be used in many real-time collaboration tools.
Video Conferencing
Its the technological age, theres no doubt about it. You look around and you see people
speaking on cell phones everywhere; people working on their laptop computers or
PDAs; People taking pictures with their digital cameras, or listening to music on their
digital mp3 players. The technology is evolving so quickly that it can barely keep up with
itself. One area in which we are seeing rapid technological developments as of late is
within the video conferencing industry.
Although the technology that makes video conferencing possible has been around for a
several years now, it is hasnt received too much attention until recently, now becoming
more and more popular every day. What is video conferencing? Basically, video
conferencing can be easily described as a telephone conversation that allows you to be
face-to-face with one another. This technology will never replace the person-to-person
meeting completely, but it does offer an incredible tool for better telecommunication &
can save companies hundreds of thousands of dollars in travel costs; and these
applications are just scratching the surface:
14
4.4
World Wide Web (www) is a repository of information spread all over the world and
linked together. WWW uses the concept of hypertext. In this environment, information is
stored in a set of documents. Concept of pointers are used to link the documents together.
An item could be associated with another document using the pointers. A reader who
browses through a document can move to other documents by clicking the items that are
linked to other documents. A hypertext on the web is known as a page and the main page
for an organisation / an individual is called as a home page. After establishing a web
hosting arrangement with ISP it will allocate storage space on its server that will be
accessed each time a request comes in. We are now ready to create our first web page or
home page or index page and load it into this storage space. Web pages are created, using
one of the many web design software packages like Quicksite or Microsofts Front
page or by utilising the services of a web designer. Web pages utilize the main software
language of the Internet HTML although many now use other languages and software in
addition to HTML, such as Java by Sun Microsystems or Coldfusion by Allaire.
Information on any subject can be:
Undistributed -whole information may consist of one or more web pages on the
same server.
It is another information retrieval tool. The web is attractively easy to use, and lends itself
to publishing or providing information to anyone interested. Its popularity has increased
dramatically, because of easy usage, colorful and rich in content. Web is a series of
15
interconnected documents stored on computer sites. If you use your computer and a
software program (browser) to visit a site on the web, the screen displays a document
called a home page. Home page gives the name of the organisation or individual
sponsoring the website and displays a list of highlighted words, buttons or pictures. It is
the text and graphical screen display that welcomes the user and explains the organisation
that has established the page. This will lead to other pages, with all the pages of company
being known as a website. For a corporation to establish a presence on the web, therefore,
it must set up a website of its one or more pages. The web is a network of billions of
interlinked documents. These links called hyperlinks or links are the highlighted words,
buttons, icons or pictures. Each link contains the address of another document on the
same computer or another computer anywhere in the world; from this one can jump to the
linked pages by clicking on one of these links. Clicking them plays videos, music, 3D
animations or takes one through a virtual reality experience.
It is a set of standards for storing, retrieving, formatting and displaying information using
a client / server architecture, graphical user interfaces (GUI) and a hyper text language
that enable dynamic links to other documents. It is one of the most exciting Internet
services. Worldwide Web (www) has a vast canvas of web servers that provide an idea
almost similar to that of a hypertext. A page in hypertext may contain links that point to
other documents or to other segments in the same document. When users click on a link,
they jump to other documents/other segments in the same document. Users can navigate
the web easily, pushing their interests.
One of the main functions of the Internet is easy to use offerings of information and
products. This function is provided by the World Wide Web which is at the heart of the
recent explosion in the business use of the Net. This is based on an hypertext language
called Hypertext Mark up Language (HTML} that formats documents and incorporates
dynamic links to other documents and pictures stored in the same or remote computers.
World Wide Web and Internet are not the same though people think they are the same.
The Internet is the network itself and many activities other than the world wide web will
16
be done on it. The services like E-mail, Gopher, Usenet news groups are available
separately, and access to them has been integrated into the world wide web. While the
other methods of locating information on the Net are mainly text based, the web pages
have made an impact by combining text, hypermedia, graphics and sound. Through the
use of web, commercial enterprises are providing information on demand (say customer
support, marketing and sales). The specific hypermedia technology used in the web is
known as hyperlink, navigating (or surfing} the web requires a graphics computer linked
to the Internet and web browser. The user must also have a special software tool to
navigate the web known as a web browser. A popular web browser is Mosaic, developed
by the National Centre for Super Computing Applications. There is another web browser
known as Travel Web, a website that gives complete details of electronic information on
16 resort hotels in the USA and the Caribbean and similar information on 87 non-resort
hotels in North America. Prospective travellers can use Travel Web any time to find out
information on hotel details, sight seeing attractions related to USA and Caribbean. The
world wide web needs:
4.5
A functional architecture.
A navigational architecture
WWW TECHNOLOGIES
Web Page
A web page is a single unit of information, often called a document that is available via
the World Wide Web (www). A web page can be longer than one computer screen and
can use more than one piece of paper when it is printed out.
A web page is created using HTML. It consists of standardized codes or tags, that are
used to define the structure of information on a web page. These codes enable web pages
to have many features including bold text, italic text, headings, paragraph break and
numbered or bulleted lists.
17
Web Browser
Web browsers are applications that retrieve content in the form of HTML from web
servers. Browsers keep track of the users input actions, for example; clicking buttons or
selecting links-and executing those actions.
By 1992, the basic idea of hypertext-data containing links to other data had been explored
and was widely accessible on the net. However, the number of people using the web was
still small. This was because the principal web client programmes ran under text-based
Unix systems and were awkward to use.
This all changed in 1993, when Mark Andersen; then a student at the University of
Illinois, released a new programme called Mosaic. Mosaic was the original graphical web
browser. Mosaic used the original text web browser, Linux as a model. After the release
of Mosaic, the popularity of the World Wide Web exploded. Mark Andersen formed a
new company Netscape and released Netscape navigator.
After the release of navigator 2, Microsoft woke up to the Internet and realized the vast
potential of this entirely new market. In short time the company released Internet
explorer, which in its original version wasnt very compelling.
Other web browsers were spry Mosaic, Lynx, HotJava etc. Spry Mosaic is a licensed
descendent of NCSA Mosaic. Spry has licensed it for use as the CompuServe web
browser. Lynx is the original text only web browser developed at CERN to support only
pure HTML. HotJava is a web browser that Sun wrote entirely in Java as a demonstration
of the programming power of the Java language.
Netscape communicator (initially called as Netscape navigator) and Internet explorer are
the two browsers that are most popular. Regardless of which browser you use, web
browsers may support some or all of these features:
18
Thus, HTML is a way to define the formats of text in a web page. However, it goes
further by also being able to define placement of graphics and hypertext links. HTML is a
sub-language of SGML, or Standard Generalized Markup Language. SGML is a system
that defines and standardizes the structure of documents. Both SGML and HTML utilize
descriptive markup to define the structure of an area of text. In general terms, descriptive
markup does not specify a particular font or point size for an area of text, Therefore, in
HTML, text is marked as a heading, subheading, numbered list, bold, italic, etc.
HTML is standardized and portable. A document that has been prepared using HTML
markup tag can be viewed using a variety of web browsers, such as Internet Explorer,
Netscape and Lynx. A browser interprets the tags in an HTML file and presents the file
as a formatted, readable web page. In addition, HTML documents can be viewed on all
types of systems, such as Macintosh, PCs and UNIX machines.
HTML Tags
HTML tags are used to define areas of a document as having certain characteristics. The
tags used in HTML usually consist of a code in between two wickets. These codes are
called container tags because the formatting described by the tag affects only the text
19
contained between the tags. For example, <B> and </B> are the starting and ending tags
used to indicate an area as bold. HTML tags are used to define heading levels, such as
<Hl> and </Hl>. Heading levels can go to <H6>, with each successive number indicating
a smaller heading size.
In HTML, some codes require end tag and some do not require end tags. In the previous
example, the <p> tag indicates a paragraph break. This type of tag is called an empty tag
because no end tag is required.
Web pages can contain text, images, sound files, video files and hyperlinks to other
internet resources. All these features are indicated by using HTML codes.
4.6
SUMMARY
20
a tidal wave. It will wash over the computer industry and many others, drowning those
who dont learn to swim in its waves.
The Internet is computer network that connects millions of computers globally and
provides world-wide communications to businesses, homes, schools and governments.
Internet has grown explosively in the 1990s. There are more than four million server
computers on the Internet, each providing some type of information or service. The
number of users of the Internet is harder to measure. Since each service on the Internet is
used by many people, many millions of users are currently on- line. The number of users
and services on the Internet continues to grow rapidly even as the variety of services
increases.
World Wide Web (www) the newest Internet service has accelerated the growth of the
Internet by giving it an easy to use, point and click graphical interface. Users are attracted
to the WWW because it is interactive, it is easy to use, and it combines graphics text,
sound, and animation making it a rich communication medium.
The www provides a network of interactive documents and the software to access them.
It is based on documents called pages that combine text, pictures, forms, sound,
animation and hypertext links called hyperlinks. To navigate the www, users surf from
one page to another by pointing and clicking on the hyperlinks in text or graphics.
The www provides many things to its millions of users. It is used as a market place, art
gallery, library, community center, school, publishing house, and whatever else its
authors create. The World Wide Web, also referred to as the www or W3 or simply the
web, is the universe of information available via hyper text transfer protocol (HTTP).
4.7
KEYWORDS
URL: Uniform resource locator is the address of an Internet page on a web site.
21
TCP/IP: Transmission Control Protocol and Internet Protocol ( TCP/IP ) are most
commonly used protocol in the Internet
http: Hyper Text Transfer Protocol, A web page is transferred to a users computer via
the hypertext transfer protocol (HTTP). HTTP is the method through which hypertext
files such as web pages, are transferred over the internet. HTTP is a client/server based
internet protocol.
ftp: File Transfer Protocol, It is a protocol or set of rules, which enables files to be
transferred between computers
smtp: This protocol is used for the delivery of E Mail.
pop: Post Office Protocol allows personal your workstation to get its email from a big
computer that serves as a post office, delivering the mail when you (or your computer)
ask for it.
ppp: This is used when the Internet is accessed using a telephone line
Telnet: Telnet is a protocol, or set of rules, that enables one computer to connect to
another computer.
Gopher: Gopher is a protocol designed to search, retrieve and display documents from
remote sites on the Internet.
Archie: The role of Archie is to make the whole system manageable by helping you find
what you need.
Veronica: Veronica is used to perform a search and look for all the menu items in
gopherspace continuing certain keywords.
WAIS: Wide Area Information Service is client programme enables the user computer to
contact a WAIS server, submit a search query and receive a response to that query.
e-mail: Electronic mails being used to send and receive messages through internet.
Search Engine: Search engines are Web sites that help you search the Internet for other
Web sites based on keywords you provide.
Newsgroup: Discussion groups on the Internet are called newsgroups.
IRC: Internet Relay Chat, a method for chatting on internet.
Web page: A web page is a single unit of information, often called a document that is
available via the World Wide Web (www).
html: Hyper Text Markup Language, the language used for designing web pages.
22
4.8
1.
2.
3.
4.
Gopher
b)
Archie
c)
Veronica
d)
WAIS
5.
4.9
SUGGESTED READINGS
************
23
LESSON: 5
ELECTRONIC PAYMENT SYSTEMS
Subject: E-Commerce
Vetter :
STRUCTURE
5.0
Objectives
5.1
Introduction
5.2
5.3
5.4
5.5
5.6
5.7
5.8
5.9
5.10
5.11
5.12
5.13
Summary
5.14
Keywords
5.15
5.16
Suggested Readings
5.0
OBJECTIVES
For electronic commerce to have a chance to meet the soaring expectations set in the
press with regards to the Internet, efficient and effective payment services need to be
established and accepted by businesses and consumers alike.
1
5.1
INTRODUCTION
Electronic payment systems are central to on-line business process as companies look for
ways to serve customers faster and at lower cost. Emerging innovations in the payment
for goods and services in electronic commerce promise to offer a wide range of new
business opportunities.
Electronic payment systems and e-commerce are highly linked given that on-line
consumers must pay for products and services. Clearly, payment is an integral part of the
mercantile process and prompt payment is crucial. If the claims and debits of the various
participants (consumers, companies and banks) are not balanced because of payment
delay, then the entire business chain is disrupted. Hence an important aspect of ecommerce is prompt and secure payment, clearing, and settlement of credit or debit
claims.
The current state of on-line electronic payments is in many ways reminiscent of the
medieval ages. The merchants of Asia and Europe faced a similar problem while trying to
unlock the commercial potential of the expanding marketplace. Those ancient traders
faced a number of obstacles (e.g., conflicting local laws and customs regarding
commercial practices and incompatible and nonconvertible currencies) that restricted
trade. To circumvent some of these problems, traders invented various forms of payment
instruments. The merchants also developed commercial law surrounding the use of these
instruments that proved to be one of the turning points in the history of trade and
commerce. We are on the verge of a similar sort of development today, but one that is
unlikely to take anywhere near the centuries it took for the traditional payment system to
evolve.
Everyone agrees that the payment and settlement process is a potential bottleneck in the
fast-moving electronic commerce environment if we rely on conventional payment
methods such as cash, checks, bank drafts, or bills of exchange. Electronic replicas of
these conventional instruments are not well suited for the speed required in e-commerce
purchase processing. For instance, payments of small denominations (micropayments)
must be made and accepted by vendors in real time for snippets of information.
Conventional instruments are too slow for micropayments and the high transaction costs
involved in processing them add greatly to the overhead. Therefore new methods of
payment are needed to meet the emerging demands of e-commerce. These neo-payment
instruments must be secure, have a low processing cost, and be accepted widely as global
currency tender.
opportunities. There is no doubt that electronic payment systems are becoming more and
more common and will play an important role in the business world. Electronic payment
always involves a payer and a payee who exchange money for goods or services. At least
one financial institution like a bank will act as the issuer (used by the payer) and the
acquirer (used by the payee).
Several reports on awareness of risks are related to the non-transparent legal background
for both companies and consumers. In this context, e-commerce reluctance appears to be
more pronounced in firms than in customers. The main reason for firms to be reluctant
may be insecurity caused by the lack of legal rules determining when a transaction is
legally binding. For customers, in addition to this, the security of on-line payment
methods may be decisive. An important issue is credit card acceptance by retailers in
Europe. The credit cards were offered to merchants originally on the grounds, that
authorized transactions would be honoured. Now the system is established, banks in some
countries charge traders for fraudulent transactions, which causes tensions. Some large
retailers still refuse to take credit cards because of the terms of business. The result has
been a move towards debit cards - which use the same infrastructure but have different
contractual terms.
The general public remains unaware of the risk issue. The main concern of the average
consumer seems to be confidentiality about credit card numbers exchanged on the
Internet. Some experts share the view that the perceived lack of security in on-line
electronic payments is largely exaggerated and not justified at all by the actual threat. The
average consumer does not yet realize that the risk of compromising his card number is
far greater in conventional face-to-face transactions than on the Internet. This is partly the
result of ignorance and unfamiliarity, as well as a mistaken belief in the security of
traditional payment systems. In this respect, the difficulty of generalizing about the
security aspects of all systems should be stressed. There is a wide variety of payment
systems with different security features and thus with varying security level.
Many other issues affect the security of electronic payments perhaps even more
importantly: e.g. the physical, procedural and personnel security procedures operated at
the ends of any telecommunications link (whether via a PC, smart card or mobile phone).
It is also fairly well known that most security failures are caused by insider threats
rather than by external hackers (or crackers).
5.2
information
about the identities of the seller and the buyer and some instruction to settle payments
without revealing financial information [payment clearing systems financial information
such as credit card or bank accounts numbers (including checks and debit cards) actual
values represented by digital currency
Figure 5.2 shows a stylized transaction for online commerce using an intermediary. In
this model, the intermediary not only settles payments, it also takes care of such needs as
confirming seller and buyer identities, authenticating and verifying ordering and payment
The key benefit of this payment clearing system is that it separates sensitive and nonsensitive information and only non-sensitive information is exchanged online. This
alleviates the concern with security that is often seen as a serious barrier to online
commerce. In fact, First Virtual does not even rely on encryption for messages between
buyers and sellers. A critical requisite for this system to work is the users' trust in the
intermediaries.
the issue of liability (when charges are made without authorization) are important for
notational funds transfers. Figure 5.4 shows a digital currency payment scheme.
The only difference from Figure is that the intermediary in Figure 5.4 acts as an
electronic bank which converts outside money, into inside money (e.g. tokens or e-cash)
which is circulated within online markets. However, as a private monetary system, digital
currency will have wide ranging impact on money and monetary system with
implications extending far beyond mere transactional efficiency. Already digital currency
has spawned many types of new businesses: software vendors for currency server
systems; hardware vendors for smart card readers and other interface devices; technology
firms for security, encryption and authentication; and new banking services interfacing
accounts in digital currency and conventional currency.
5.3
Electronic payment systems can be considered to be merely the next - albeit significant step in a long line of changes in payment clearing systems. The electronic settling of
accounts, for example, has long been an integral part of payment systems using credit
cards, debit cards, automatic teller machines, and prepaid cards. What enables any
payment mechanism to be processed electronically is the fact that unlike currency, bills,
or coins which carry monetary values, non-cash mechanisms are promises or contracts of
10
11
Cash
Personal
Credit
Stored
Accumulat
Check
Card
Value
-ing
(Debit
Balance
Card)
Instantly convertible without
Yes
No
No
No
No
Yes
No
No
No
Yes
No
Yes
Yes
Yes
Yes
Yes
Yes
No
No
No
No
Yes
Yes
No
Yes
intermediation
Low transaction cost for small
transactions
Low transaction cost for large
transactions
(usually)
Financial risk for consumer
Yes
No
Yes
Limited
No
No
Yes
Yes
No
Yes
Yes
No
No
No
No
Yes
No
No
No
No
Immediately respendable
Yes
No
No
No
No
No
Some
Some
Some
Some
Tamper-resistant
Yes
No
Yes
Yes
Yes
Requires authentication
No
Yes
Yes
Yes
Yes
No
No
Yes by
Yes by
Yes by
merchant
merchant
merchant
No
Yes
Yes
No
Yes
Account required
No
Yes
Yes
Yes
Yes
Yes
No
No
Yes
No
5.4
12
Offline versus Online Offline payments involve no contact with a third party
during payment: The transaction involves only the payer and payee. The obvious
problem with offline payments is that it is difficult to prevent payers from
spending more money than they actually possess. In a purely digital world, a
dishonest payer can easily reset the local state of his system to a prior state after
each payment. Online payments involve an authorization server (usually as part of
the issuer or acquirer) in each payment. Online systems obviously require more
communication. In general, they are considered more secure than offline systems.
Most proposed Internet payment systems are online. All proposed payment
systems based on electronic hardware, including Mondex and CAFE (Conditional
Access for Europe), are offline systems. Mondex is the only system that enables
offline transferability: The payee can use the amount received to make a new
payment himself/herself, without having to go to the bank in between. However,
this seems to be a politically unpopular feature. CAFE is the only system that
provides strong payer anonymity and un-traceability. Both systems offer payers
an electronic wallet, preventing fake-terminal attacks on the payers PIN. CAFE
also provides loss tolerance, which allows the payer to recover from coin losses
(but at the expense of some anonymity in case of loss). Mondex and CAFE are
multicurrency purses capable of handling different currencies simultaneously. All
these systems can be used for Internet payments,and there are several plans for so
doing, but none is actually being used at the time of this writing. The main
technical obstacle is that they require a smart card reader attached to the payers
computer. Inexpensive PCMCIA smart card readers and standardized infrared
interfaces on notebook computers will solve this connectivity problem. Another
system being developed along these lines is the FSTC (Financial Services
Technology Consortium) Electronic Check Project, which uses a tamper-resistant
PCMCIA card and implements a check-like payment model. Instead of tamperresistant hardware, offline authorization could be given via preauthorization: The
payee is known to the payer in advance, and the payment is already authorized
during withdrawal, in a way similar to a certified bank check.
13
Trusted hardware Offline payment systems that seek to prevent (not merely
detect) double spending require tamper-resistant hardware at the payer end. The
smart card is an example. Tamper-resistant hardware may also be used at the
payee end. An example is the security modules of point-of-sale (POS) terminals.
This is mandatory in the case of shared-key systems and in cases where the payee
does not forward individual transactions but the total volume of transactions. In a
certain sense, tamper-resistant hardware is a pocket branch of a bank and must
be trusted by the issuer. Independent of the issuers security considerations, it is in
the payers interest to have a secure device that can be trusted to protect his secret
keys and to perform the necessary operations. Initially, this could be simply a
smart card. But in the long run, it should become a smart device of a different
form factor with secure access to a minimal keyboard and display. This is often
called an electronic wallet. Without such a secure device, the payers secrets and
hence their money are vulnerable to anybody who can access his computer. This
is obviously a problem in multiuser environments. It is also a problem even on
single-user computers that may be accessed directly or indirectly by others. A
virus, for example, installed on a computer could steal PINs and passwords as
they are entered. Even when a smart card is available to store keys, a virus
program may directly ask the smart card to make a payment to an attackers
account. Thus for true security, trusted input/output channels between the user
and the smart card must exist.
14
account and receives a password in exchange for a credit card number, but the
password is not protected as it traverses the Internet. Such a system is vulnerable
to eavesdropping. First Virtual achieves some protection by asking the payer for
an acknowledgment of each payment via email, but the actual security of the
system is based on the payers ability to revoke each payment within a certain
period. In other words, there is no definite authorization during payment. Until the
end of this period, the payee assumes the entire risk.
15
present at each payee end, to enable the payee to derive the payers key. Tamperresistant security modules in point-of-sale terminals protect the master key. Most
offline systems Danmont / Visa and the trial version of Mondex) and online
systems (NetBill, and the 2KP variant of iKP) use a shared secret between payer
and issuer for authentication.
Payer anonymity Payers prefer to keep their everyday payment activities private.
Certainly they do not want unrelated third parties to observe and track their
payments. Often, they prefer the payees (shops, publishers, and the like) and in
some cases even banks to be incapable of observing and tracking their payments.
Some payment systems provide payer anonymity and un-traceability. Both are
considered useful for cash-like payments since cash is also anonymous and
untraceable. Whereas anonymity simply means that the payers identity is not
16
5.5
17
There are many protocols that are currently employed to allow money to change hands in
cyberspace. But the most important open protocols used for payments on the Web are
SSL/TLS, SET, and IOTP.
18
SSL/TLS is an intermediate protocol layer that sits between TCP and a higher-layer
application. SSL/TLS can be employed by any application layer protocol running over
the Transmission Control Protocol (TCP), including Hypertext Transfer Protocol
(HTTP), File Transfer Protocol (FTP), Telnet, and the e-mail protocols (Simple Mail
Transfer Protocol SMTP, Post Office Protocol POP3, and Internet Message Access
Protocol IMAP4). Indeed, the most widely known and widely used application of
SSL/TLS is for securing HTTP communication, denoted by the https:// in URLs and use
of TCP port 443.
At its heart, SSL/TLS is not a payment protocol at all. SSLs goal is to provide a secure
connection between two parties and its application for electronic commerce is to provide
a secure communications channel over which a customer and business can exchange
private information. In fact, the processing of payments - such as the seller obtaining
credit card approval - continues to use the same mechanisms that are employed today by
businesses, such as the use of a private business-to-bank network or use of card swipe
machines at the business.
One of the criticisms and concerns about SSL/TLS is that only the server provides a
certificate for authentication prior to securing the communication channel. The buyer is
authenticated when the seller checks the buyers credit card and determines that it is
valid, but this takes place after the communication channel is secured. The risk, of course,
is that the credit card could be stolen and then used by the thief to make on-line
purchases. Use of a client-side certificate would make this much more difficult.
19
As the SSL/TLS protocol handshaking in Figure 5.1 shows, however, the protocol
provides the messages and procedures so that a certificate could be provided by both
client and server. This feature is not widely used today largely because the market hasnt
demanded it. Recall that prior to the introduction of SSL in the mid-1990s, many people
were actually conducting business by sending credit card information in unencrypted emails. To require users to obtain certificates for secure transactions would have been a
serious impediment to e-commerce due to the relative lack of sophistication of most users
and the lack of a user-oriented certificate mechanism. In any case, users today either
appear to be willing to accept the risks associated with not having a client certificate in
exchange for the convenience, or they are unaware of the risks and have not demanded
something different.
TLS continues the evolution started by SSL. Market acceptance and user confidence in
the protocol is extremely high and its use will clearly continue. It is worth noting that
SSL/TLS is sufficiently secure for the vast majority of consumers who use it today to
guard everything from credit card transactions and electronic banking to voting their
proxy shares and applying to college. Furthermore, we dont hear about attackers stealing
users credit card numbers by grabbing packets off of the Internet and breaking the
encryption; the attackers instead break into the server and grab tens of thousands of
unencrypted credit card numbers!
TLS is also the basis for the Wireless Application Protocol (WAP) Forums Wireless
TLS (WTLS) specification. WTLS is functionally similar to TLS 1.0 and provides
authentication, privacy, and data integrity between two applications communicating over
a wireless network. WTLS is optimized for the relatively low bandwidth and high latency
characteristics of this environment by incorporating such additional features as datagram
support, streamlined protocol handshaking, and dynamic key refreshing.
SET
20
Despite SSLs popularity, MasterCard, Visa, and several other companies developed the
Secure Electronic Transaction (SET) protocol specifically to handle electronic payments.
SET version 1.0 was released in May 1997. Today, interoperability testing is in full
swing-many products, such as Cybercashs popular merchant software, are already SET
compliant.
Fraud prevention is a primary motivator behind SET. Visa and Mastercard claim that
online credit card frauds closely track offline rates, which they estimate to be less than
one-tenth of one percent. That would seem to indicate that the current model of using
SSL to protect transactions is adequate. However, some recent studies have suggested
that merchants are experiencing fraud rates as high as 40% in certain segments of the
electronic marketplace-items such as airline tickets, computers, and downloadable
software carry the greatest risk. SET has the potential to reduce the chance of fraud by
providing rigorous authentication measures in addition to encrypting transactions.
One of the biggest differences between SET and SSL is in scope. SET has several
components which communicate securely end-to-end across the Internet. Cardholders
interact with merchants who process order information and pass payment information to
payment gateways. In contrast, SSL is essentially point-to-point between buyer and
seller, and makes no explicit provisions for involving financial institutions.
21
SET only appears on the scene at the end of a purchase. All cryptographic schemes add
processing delay, so product selections are generally made without encryption to improve
performance, while registration, ordering, and other interactions involving personal
information take place using another secure protocol such as SSL.
After completing the order process, the customer clicks a button on the websites
payment page to activate a wallet application. A reference number is generated by the
merchant software and sent to the customer software along with a summary of the order.
The cardholder selects the appropriate credit card in the digital wallet and clicks on a
payment button, invoking SET and beginning the payment process. An exchange of SET
messages over the Internet-between the cardholder and the merchant, and between the
merchant and the payment gateway-completes the transaction. Connections between the
payment gateway and banks use the existing payment network, and are thus are not part
of the SET specification.
SET provides a high degree of privacy for customers by encrypting payment information
so that only the bank can see it. Customer software sends a purchase request to the
merchant containing the following (Figure 5.6): unencrypted order information and a dual
signature, intended for the merchant; payment instructions and a dual signature, both
encrypted and intended for the payment gateway; and the cardholders digital certificate
to be used by the merchant and the payment gateway for authentication. Lacking the
payment gateways private key, the e-commerce site can only read the order information.
The merchant passes payment instructions in an authorization request to the gateway.
SET, then, eliminates the merchant as a vulnerability in the credit card chain; because the
merchant does not require access to the credit card account information, it is neither
processed nor stored it in their databases!
22
The order details and the account information are unequivocally associated through a
dual signature mechanism. The SET client software first combines a hash of the order
information with a hash of the payment instructions. The result is then hashed, thus
linking the order and payment together such that nobody can deny the bond. This second
hash value is signed by encrypting it with the customers secret key, tying the customer to
the purchase.
23
The greatest weakness is on the consumer side. For SET to be of any real security benefit,
end user authentication has to be a part of the transaction. However, requiring the average
surfer to obtain a certificate is a dicey proposition, partially proven by the continued use
of SSL and server-only authentication. To promote migration, there are provisions to
allow for optional customer certificates in the short-term. Generating certificates involves
new user behavior, potentially complicating the customers shopping experience and
thereby discouraging purchases. To promote adoption of SET, the specification allows
for optional customer certificates-whether to require them is at the card issuers
discretion.
IOTP
Whereas SSL is a secure communications protocol that can be used by a consumer to
forward payment information and SET is a protocol specifically designed for credit card
transactions, the Internet Open Trading Protocol (IOTP) provides an interoperable
framework for consumer-to-business Internet-based electronic commerce. As a
commerce framework specification, IOTP is designed to replicate the "real" world of
transactions where consumers choose their product, choose their vendor, choose their
form of payment (in conjunction with their vendor), arrange delivery, and, periodically,
even return products. The designers of IOTP intend that this protocol will be the lingua
franca of Internet commerce just as EDI has become the standard document language for
"real" commerce; any two parties conducting Internet-based e-commerce in a way that
conforms to the IOTP specifications will be able to complete their transactions securely.
24
FIGURE 5.7: The flow of IOTP messages clearly indicates that the protocol can support
the entire shopping process and all parties to buying, selling, paying, and delivering
products and goods.
Figure 5.7 shows the general flow of an IOTP-based purchase. Note that it might be more
proper to refer to IOTP as a shopping protocol rather than a payment protocol since it
attempts to capture the entire online shopping cycle and shopping is more than merely
paying for stuff. And just as you might wander through the stores of a new mall in the
real world, IOTP is optimized for those cases where the buyer and merchant do not have
an a priori relationship.
The Selection and Offer step is a particularly good example of mapping e-commerce to
realspace. In this step, the user selects amongst payment mechanisms the way they might
in a "real" store. I might select a credit card, for example, because of an award that I may
get for using the card or perhaps because of a discount offer made by the store.
Alternatively, I may use one currency over another for some other perceived benefits.
IOTP maintains payment-system independence and can be used to encapsulate and
25
But while IOTP will support the familiar models of business that we have today, it also
has to support the new models that only the Internet has made viable. Individual very
low-value transactions dont even exist in the real world because they use currency that
doesnt "exist"! New product delivery models will also appear. Consider todays Internet
market where the value of a product might be is irretrievably transferred to the customer
upon downloading a file; in this case, an item must be proved delivered before payment is
rendered but payment must be forthcoming upon delivery and nonrefundable.
Clearly, cryptography is an important part of the security associated with IOTP. Although
IOTP does not call out for specific algorithms, it does provide the flexibility that any
given transaction may employ symmetric (secret key), asymmetric (public key), or both
types of crypto schemes. Furthermore, depending upon transaction type, digital
certificates may or may not be employed. Again, the overhead and cost of the security
must be balanced with the needs of the buyer and the seller on a per-transaction basis.
Use of XML (eXtensible Markup Language) as the data representation language provides
flexibility and extensibility, and facilitates the development of a broad range of IOTPaware applications.
5.6
The concrete security requirements of electronic payment systems vary, depending both
on their features and the trust assumptions placed on their operation. In general, however,
electronic payment systems must exhibit integrity, authorization, confidentiality,
availability, and reliability.
26
A payment system with integrity allows no money to be taken from a user without
explicit authorization by that user. It may also disallow the receipt of payment without
explicit consent, to prevent occurrences of things like unsolicited bribery. Authorization
constitutes the most important relationship in a payment system. Payment can be
authorized in three ways: via out-band authorization, passwords, and signature.
Out-band authorization
In this approach, the verifying party (typically a bank) notifies the authorizing party (the
payer) of a transaction. The authorizing party is required to approve or deny the payment
using a secure, out-band channel (such as via surface mail or the phone). This is the
current approach for credit cards involving mail orders and telephone orders: Anyone
who knows a users credit card data can initiate transactions, and the legitimate user must
check the statement and actively complain about unauthorized transactions. If the user
does not complain within a certain time (usually 90 days), the transaction is considered
approved by default.
Password authorization
A transaction protected by a password requires that every message from the authorizing
party include a cryptographic check value. The check value is computed using a secret
known only to the authorizing and verifying parties. This secret can be a personal
identification number, a password, or any form of shared secret. In addition, shared
secrets that are short - like a six-digit PIN - are inherently susceptible to various kinds of
attacks. They cannot by themselves provide a high degree of security. They should only
be used to control access to a physical token like a smart card (or a wallet) that performs
the actual authorization using secure cryptographic mechanisms, such as digital
signatures.
Signature authorization
In this type of transaction, the verifying party requires a digital signature of the
authorizing party. Digital signatures provide nonrepudiation of origin: Only the owner of
27
the secret signing key can sign messages (whereas everybody who knows the
corresponding public verification key can verify the authenticity of signatures.)
Confidentiality
Some parties involved may wish confidentiality of transactions. Confidentiality in this
context means the restriction of the knowledge about various pieces of information
related to a transaction: the identity of payer/payee, purchase content, amount, and so on.
Typically, the confidentiality requirement dictates that this information be restricted only
to the participants involved. Where anonymity or un-traceability are desired, the
requirement may be to limit this knowledge to certain subsets of the participants only, as
described later.
5.7
Electronic payments empower the consumer in several fundamental ways that cash and
cheques cannot. One of the clearest ways is the security that dispute resolution provides,
offering consumers a form of insurance against purchases of faulty goods or services that
are not delivered or lower in quality than expected. Insurance against lost, stolen or
otherwise unauthorized use allows consumers to quickly shield themselves from liability,
at zero cost in some markets, unlike lost cash or cheques. Electronic payments also
provide the ability to control payment for goods and services over time by allowing
28
buyers to pay now, pay later, or prepay. Credit cards provide liquidity through preapproved credit availability, something that transaction-specific loans cannot do. This
works favorably for consumers, merchants, and banks because the process facilitates
current period sales while minimising the cost of obtaining credit. Debit cards offer
convenient and immediate access to funds on deposit. Globally branded electronic
payments have the ubiquitous and interoperable features that lend themselves to
immediate acceptability by consumers and businesses. Despite the value that consumers
place on electronic payments, and the benefits that extend to economies from the
underlying system, concerns are sometimes raised about abuse of credit and erosion of
consumer wealth. Often these concerns are raised in the context of new regulations that
would raise barriers to consumer access to credit and are based on an implicit assertion
that expanded credit availability and use produces widespread harm to consumers.
However, with the application of an objective analysis quite a different picture emerges.
An in-depth study of consumer behavior in Australia provides some insights into the
level and sophistication of payment usage and clearly shows that consumers have a high
level of understanding of payments and responsibly manage revolving credit.
5.8
Developers of digital currency have a wide range of options to implement strong safety
requirements of transmitting values over the network. For example, a secure digital
currency can be implemented by using strong encryption algorithms, by employing
tamper-resistant hardware, or by securing the network communication. Although physical
specifications of digital coins and tokens may vary, the following properties are
fundamental to any digital currency payment system.
Monetary Value To be used as a monetary unit, digital currency must have value
that can be exchanged for other goods and services, be used to pay fiduciary
obligations, or be transferred to another person. Since digital currency is
essentially a file, it does not have an intrinsic value, but must be linked to other
system of value. The most common implementation is to base the value of digital
currency on bank deposits, credits, or prepayments using outside money. Once a
29
Convenience Convenience has been the biggest factor in the growth of notational
currencies such as checks, which are scalable and easy to transport. Similarly,
digital currencies must be convenient to use, store, access, and transport. As a
digital file, it may allow remote access to money via telephone, modem, or
Internet connection. Electronic storage and transfer devices or network
capabilities will be needed. To gain wide acceptance, digital cash also must be
convenient in terms of scalability and interoperability so that users need not carry
multiple denominations or multiple versions for each operating system.
Security To secure physical money and coins, one needs to store them in wallets,
safes or other private places. If digital currencies are stored in hard drives
connected to an open network, theoretically anybody can snoop and tamper with
the money. Encryption is used to protect digital currency against tampering. Some
proposals using smart cards, e.g. Mondex, store digital currency in tamperresistant hardware that can be maintained offline. Ecash relies on the security of
Ecach client software residing on users' computers. At the same time, digital
currencies must be resistant to accidents by owners. Rupee bills are printed on
strong paper that withstands many adverse treatments, such as washing. To
achieve similar security, adequate protection standards are needed both in
physical specifications of digital coins and in policy matters for legal and
commercial liabilities.
30
Accessibility and Reliability One advantage of digital currency over cash is its
capability to be transported over the network. Therefore, users can store digital
money at home but access it remotely via telephone or modem, the same network
used to clear payments. Because of this crucial role, digital payment systems must
provide continuous, fast, and reliable connections.
31
5.9
As the volume of Electronic Commerce becomes larger, the role of secure and
economical online payments on the Internet will, accordingly, become more important.
At the moment, the credit card payment for B2C trades with SSL protocol is the most
widely adopted. However, SET protocol tailored to credit card payment may become one
of the next generation standards. For micro payment, smart-card-based e-cash will
become popular and will be recharged through the Internet from the cyber-banks, which
will revitalize the benefit of cyber-banks.
As B2B occupies the major portion of Electronic Commerce, more economical payment
methods like Internet-based funds transfer equipped with the benefit of check systems
will become the major medium for large-amount payments. The credit card fee seems too
high to transfer large amounts among credible corporations. This prospective trend
should envision opportunities to payment businesses and corporate finance managers.
5.10
Managerial issues for electronic payment systems vary depending upon the business
position.
32
electronic payment systems to e-stores and banks. The SET solution of having the
certificate on the smart card is an emerging issue to be resolved.
Credit card brand companies need to develop standards like SET and watch 'the
acceptance by customers. It is necessary to balance security with efficiency.
Careful attention is needed to determine when the SSL-based solution will be
replaced by the SET -based solution and whether to combine the credit card with
the open or closed stored-value card.
5.11
The primary goal of any national payment system is to enable the circulation of money in
its economy. It is recognized world wide that an efficient and secure payment system is
33
an enabler of economic activity. It provides the conduit essential for effecting payments
and transmission of monetary policy. Payment systems have encountered many
challenges and are constantly adapting to the rapidly changing payments landscape. More
recently, the proliferation of electronic payment mechanisms, the increase in the number
of players in the financial arena and the payment crises in quite a few countries and
regions in the 1990s have focused attention on public policy issues related to the
organisation and operation of payment systems. Three main areas of public policy have
guided payments system development and reform: protecting the rights of users of
payment systems, enhancing efficiency and competition, and ensuring a safe, secure and
sound payments system.
Electronic commerce and finance are growing rapidly. New payments mechanisms
designed to aid electronic commerce have become routine. Predictions abound about the
capabilities of the information and communication technology to bring forth important
tools for conducting electronic commerce and payments. We are in the midst of a wave of
innovation and change.
In a dynamic economy, markets need to play a key role in guiding the development of
infrastructure, including mechanisms like payments systems. This means that innovation
and competition will be central to the future development of the payments system - as
they are in other areas of the economy. Strategic planning and investments by market
participants will be shaped by views about the future. Public policy should assist them in
shaping their views by pronouncing its vision and intentions clearly and well in advance
so that the market participants can face the challenges and take advantage of
opportunities. This Vision helps in charting out a course to purposeful and orderly
change.
For such policy pronouncements, a country can opt for a strategic approach, where the
state of the payment system is established, its weaknesses and strengths determined and a
way forward charted, giving due regard to the countrys environment and the strategic
direction of the payment technologies and practices. This approach enables one to have a
34
holistic vision of the entire payment system, and leads to the development of a Strategic
Implementation Plan that is well structured, appropriately phased, properly sequenced
and convergent in perspective.
India adopted this approach in the year 2001 when it came out with its Payment Systems
Vision Document with four major components. These are Safety, Security, Soundness
and Efficiency. Called the Triple-S + E principle in short, each of the principles, which
have a synergistic inter-relationship, would specifically address the following:
Safety will relate to addressing risk, so as to make the systems risk free or with
minimal risk
Security will address the issues relating to confidence, with specific reference to
the users of these systems
Soundness will be aimed at ensuring that the systems are built on strong edifices
and that they stand the test of time
Efficiency will represent the measures aimed at efficiencies in terms of costs so
as to provide optimal and cost effective solutions.
Current Status
There are diverse payment systems functioning in the country, ranging from the paper
based systems where the instruments are physically exchanged and settlements worked
out manually to the most sophisticated electronic fund transfer system which are fully
secured and settle transactions on a gross, real time basis. They cater to both low value
retail payments and large value payments relating to the settlement of inter-bank money
market, Government securities and forex transactions.
The retail payment systems in the country comprise both paper based as well as
electronic based systems. They typically handle transactions which are low in value, but
very large in number, relating to individuals firms and corporates. These transactions
relate mainly to settlement of obligations arising from purchase of goods and services. In
India there are about 1050 cheques clearing houses. These clearing houses clear and settle
35
transactions relating to various types of paper based instruments like cheques, drafts,
payment orders, interest / dividend warrants, etc. In 40 of these clearing houses, cheque
processing centres (CPCs) using MICR technology have been set up. At 14 more clearing
houses, MICR cheque processing systems are proposed to be set up. The clearing houses
at 16 places including the 4 metros are managed by the Reserve Bank which also
functions as the settlement banker at these places. In other places the clearing houses are
managed by the State Bank of India and certain other public sector banks and the
settlement bank functions are also performed by the respective banks. The clearing
houses are voluntary bodies set up by the participating banks and post offices and they
function in an autonomous manner. The Reserve Bank has issued the Uniform
Regulations and Rules for Bankers Clearing Houses (URRBCH) which have been
adopted by all the clearing houses. These regulations and rules relate to the criteria for
membership / sub-membership, withdrawal / removal / suspension from membership and
the procedures for conducting of clearing as well as settlement of claims between
members.
There are various types of electronic clearing systems functioning in the retail payments
area in the country. Electronic Clearing System (ECS), both for Credit and Debit
operations, functions from 46 places (15 managed by Reserve Bank and the rest by the
State Bank of India and one by State Bank of Indore). The ECS is the Indian version of
the Automated Clearing Houses (ACH) for catering to bulk payments. The Electronic
Funds Transfer (EFT) System is operated by the Reserve Bank at 15 places. This is
typically for individual / single payments. These systems are governed by their own
respective rules. A variant of the EFT, called the Special Electronic Funds Transfer
(SEFT) System is also operated by the Reserve Bank to provide nation-wide coverage for
EFT. All these electronic fund transfer systems settle on deferred net settlement basis.
There are a few large value payment systems functioning in the country. These are the
Inter-Bank Cheques Clearing Systems (the Inter-bank Clearing), the High Value Cheques
Clearing System (the High Value Clearing), the Government Securities Clearing System
(the G-Sec Clearing), the Foreign Exchange Clearing System (the Forex Clearing) and
36
the Real Time Gross Settlement (RTGS) System. All these systems except the High
Value Clearings are electronic based systems. These mostly relate to inter-bank / interfinancial institutional transactions except the High Value Clearing where high value
customer cheques are cleared. The Inter-bank Clearing functions in 7 places and the High
Value Clearing in 15 places - both are managed by the Reserve Bank. The G-Sec
Clearing and the Forex Clearing are managed by the Clearing Corporation of India
Limited (CCIL). The RTGS System is operated by the Reserve Bank. All these are
deemed to be Systemically Important Payment Systems (SIPS) and therefore the Reserve
Bank has, in line with the international best practices in this regard, moved them (except
the Inter-bank Clearings at places other than Mumbai and the High Value Clearings) to
either secure and guaranteed systems or the RTGS System.
5.12
The critical reasons in acceptance of electronic payment instruments and their niche in
the payments environment are:
1. The cost savings are substantial, and businesses and consumers will not be able to
ignore that fact once other issues are resolved.
2. The exponential growth of electronic commerce, online financial services,
electronic bill presentment and payment products, and new financial
communication networks will demand greater velocity in the movement of value
which are efficient and instantaneous.
3. The proliferation of business-to-business ("B2B") electronic commerce will force
payments systems to adapt to even greater speeds and standards of efficiency.
4. The adults of the future will not be wed to bricks and mortar, checkbooks or
passbooks or even ATM cards.
But we should not be fooled into thinking that 21st century electronic payments products
will totally replace checks, credit and debit cards, or cash. They will simply find their
niche in the financial products landscape like very other product did in the 20th century.
37
Legal Considerations
There are a variety of policy, operational and legal considerations confronting any
entrepreneur who attempts to tackle the challenge of creating a new form of value or a
new way to transmit it. Because most current banking and payments systems laws and
regulations have been constructed to deal with more traditional payment mechanisms,
they often do not provide a clear picture of whether and how they apply to new payment
vehicles or systems. That creates a sense of uncertainty that is not helpful to developing
markets. If the government does anything in the near future, it should foster legal
predictability in this area.
Jurisdictional Considerations
Money and payments systems are by their vary nature, multi-jurisdictional products. If
there is one thing that is meant to be in commerce, it is money. Thus the creation of new
global electronic payment instruments and systems raises a threshold issue. Whose laws
apply? While today, there is a well worn path of understanding regarding the application
of check clearing, ACH, credit card, FedWire and other traditional payments systems
rules, the development of new forms of money and new payments systems that are based
in Cyberspace necessarily raise jurisdictional questions. Which state or country will
regulate the activities of the entity or the movement of the electronic value it creates?
38
transmit electronic payments? While most systems really aren't creating money in the
technical legal sense, in the economic and practical sense, they may be. If the medium of
exchange is trusted and the scale of acceptability is large, several critical questions arise:
1. Do electronic payment products affect the money supply?
2. Should non-regulated companies be permitted to mint, distribute, circulate and
transmit electronic money?
3. What protections should be constructed to deal with the failure of companies that
create, distribute or clear electronic money and liquidity crises in the resulting
electronic payments markets?
4. How should new electronic payments systems be protected, regulated and made
safe and secure?
5. Who provides the ultimate liquidity and stability that makes these new money and
payments systems work?
Most governments do not generally allow anyone but governmental entities to create
money. While private entities are able to create and distribute substitute money products
such as travelers checks, generally, they are viewed as special purpose instruments and
are not used in the same frequency, volume or scale as traditional money. Indeed, if one
form of electronic money offered by a private company or consortium of companies,
became ubiquitous, there would be economic downsides to consider alongside the
economic benefits it might confer. For example, if most Americans used electronic
money on smart cards, any hint that the sponsor of the system was in financial difficulty
or that the security of the system had been broken could result in a "run" on that form of
money. Merchants might refuse to accept the card. Card holders would rapidly retreat to
the bank whose name was co-branded on the smart card and demand "real money" in
exchange for their electronic money. If on the way to their bank, they passed an off-line
vending machine that accepted the card, they might use it to purchase a car load of sodas
to wipe out the value on the card, thus shifting the risk of loss to the owner of the vending
machine. While regulators are well equipped to handle bank failures, the collapse of a
form of currency is another matter altogether.
39
Similarly, the emerging area of electronic bill payment and presentment raises new issues
for payments systems. Today, a growing number of consumers pay their bills
electronically (electronic bill payment) without writing a check, finding an envelope or
licking a stamp. They may also receive their bills electronically (electronic bill
presentment) without ever receiving a paper bill in the mail. This system potentially
offers enormous cost savings to both consumers and billers. Yet, it also raises new issues
as to who bears responsibility should payments not be made. As the system has evolved
to date, the third party processors that facilitate electronic bill payment and presentment,
and through which a consumer. s funds may travel, typically are not insured financial
institutions. Once value leaves the insured banking system and becomes the property of
such processor, even overnight, the failure of such entity raises significant financial
issues for businesses and consumers, each of whom would assert a claim to the funds. In
short, new products, players and systems implicate new rules of management and risk.
5.13
SUMMARY
40
to indicate a healthy market for digital currency or small-value digital checks or credit
cards. In terms of the regulatory and monetary impact, private digital monies clearly
present both problems and opportunities. But, as with any digital product, the future of
digital currency will be determined by the market demand and supply. Consequently, it is
more than likely that each of the payment methods we reviewed will find a niche market
and consumers will selectively use an appropriate payment method depending on whether
one prefers convenience, costs, privacy, or the advantage of credit extension. The
usefulness of digital currency, however, has to be emphasized in terms of what the Webbased information economy would mean for the future of electronic commerce and the
Internet. With a suitable payment method, the age of information will manifest itself on
the Internet, albeit in a commercial form.
5.14
KEYWORDS
5.15
1.
What are the different types of Electronic Payment Systems? Explain each of
them.
2.
3.
What is SET?
4.
5.
If you are given the responsibility to design Electronic Payment systems, what
actors will you consider the most important?
41
6.
7.
8.
5.16
SUGGESTED READINGS
****************
42
LESSON : 6
STRUCTURE
6.0
Objectives
6.1
6.2
6.3
6.4
6.5
6.6
Summary
6.7
Keywords
6.8
6.9
Suggested Readings
6.0
OBJECTIVES
6.1
The decade of 90s has witnessed a sea change in the way of doing banking. The
scenario has been improving at a very fast pace as electronic commerce (e-commerce)
is receiving more and more attention in the banking industry. Technology has made a
tremendous impact on this industry by reducing operating costs and also by providing
adequate customer services. To some extent, the intense interest of bankers in
electronic banking (e-banking) reflects a more general interest in the role of the
internet as a vehicle for commercial activity. At its core, e-banking involves the
collection, storage, transfer and processing of information assets and internet is an
incredibly powerful and efficient tool for handling these information processes.
Anywhere banking and Anytime banking have become a reality. There is no
specific online banking region to which the transactions are limited. Bookkeeping is
simplified and automated and so is tax computation. Bills are paid with a minimum of
effort. E-banking offers a wider outreach for banking institutions. E-banking is most
useful when it saves the consumer time and money. It is particularly useful for those
who have a lot of bills to pay and already use a personal financial program like
Intuits Quicken or Microsoft Money. The need for e-banking is continuously
increasing as more and more consumers gain addiction to doing their banking
transaction the quick and easy way. Moreover, since e-banking business is secure,
many commercial concerns are also turning to doing their banking via the Internet.
E-banking makes use of electronic currency. Check cards or debit cards, smart cards
or stored-value cards, digital cash and digital checks are the different types of
electronic currency. If anyone uses a check card to make purchases, the funds are
transferred immediately from his/her account to the company's account. Smart cards
have a specific amount of credit embedded in it. The chip in the card contains both
personal and financial information of the user. Digital cash is one way of allowing
consumers make purchases over the Internet instead of using a credit card. Digital
checks are used with electronic bill paying services. Consumers can use personal
finance software packages or they can use software provided by a bank.
Loans are now marketed as products, with a number of valueadded services attached
to them. Banks are selling mutual funds, providing education loans, car loans, home
loans, credit cards and debit cards. There have been associations with petroleum
Restructuring in the banking arena is already in progress. If banks are talking anytime,
anywhere service for their customers, they are changing their organizations to fit in
with the new reality of making them more productive and function driven. Public
sector banks are also reorienting themselves to change their profile to be able to raise
fresh capital from the market.
The Internet is an extremely efficient device for banks of all sizes to collect and to
manage information in order to meet the various financial needs of individuals and
businesses, in particular by integrating services or bundling them together. On one
hand, the Internet allows financial firms of different sizes to enter markets and reach
customers previously out of reach to them. On the other hand, there are substantial
economies of scale and scope in data storage and data processing, and larger banks
are better positioned to exploit these scales and scope economies than smaller banks.
Electronic banking is using electronic means to transfer funds directly from one
account to another. Electronic banking is a system that enables bank customers to
access accounts and general information on bank products and services through a
personal computer or other intelligent device.
Some electronic banking services are ATMs, direct deposit and withdrawal services,
pay by phone systems, point-of-sale transfer terminals, Web banking or PC banking
services, even banking from mobile phone. Electronic banking offers consumers the
convenience of accessing and transferring funds between their accounts, paying their
bills and other purchases, twenty four hours a day, seven days a week.
The barriers to e-banking may be security and privacy concerns, particularly with
credit cards, shipping and delivery costs, time consuming, difficulty of finding
websites/products, complexity of ordering process. Trust and accountability are the
main requirements. E-banking cannot be expected to suit all users, and may present
serious access barriers to some people with disabilities, but for other people it
represents independence and equality.
6.2
Globalization and liberalization of financial markets may have paved the way to
increased access to cross-border banking, but the significant advances in electronic
technology are what have accelerated access to anonymous and instantaneous crossborder banking. Even without the liberalization of financial markets, the new
technologies have permitted this to occur.
With the development of technologies in the banking industry, there has been a major
change in the banking system and in the way banks strive for increased profitability.
In the past, the banking industry was mainly concerned with asset quality and
capitalization, but today performing well on asset quality and capitalization is not
sufficient. A thorough understanding of competitive environment and the new ways to
increase revenue are the basic desires of modern banks.
Following are the distinct factors contributing to the new competitive environment:
6.2.1.
6.2.2.
6.2.3.
6.2.4.
6.2.5.
In such an intensely competitive networked banking marketplace, the demands of ecommerce go far beyond simple interconnection. Competitive demands have made
clear the need for banks to stay at the cutting edge of e-commerce technology so that
they can provide high levels of service all the time, anywhere, over any
communications channel. Banks need e-commerce systems that are integrated with
the entire chain of back office and business decision processes for optimum
flexibility, responsiveness to changing market requirements, and profitability. Now is
the time for advanced e-commerce as no one want to be left behind by its traditional
and new competitors. E-banking can meet the customers changing needs and a broad
range of banking requirements by having:
Option to make payments directly from ones bank account to any others
account
In addition, for international trading, e-banking may offer a full suite of international
transactions including:
Telegraphic Transfers
Collections
manage all monthly bills including payments to creditors, rates, power and all other
invoices. The ability to transfer money between accounts, obtain transaction details
and instant access to all financial records is more simple and easier. In fact, nearly all
regular banking such as transfers, reconciliations and payments, paying wages and
salaries from own office is quite possible through electronic banking. PC connects
directly to the bank's computer for simple and convenient access whenever needed.
With the widespread growth of the internet, customers want to use technology
anywhere in the world to access a banks network. The Internet, as an enabling
technology, has made banking products and services available to more customers and
eliminated geographic and proprietary systems barriers. With an expanded market,
banks also have opportunities to expand or change their product and service offerings.
Harnessing enabling technology to provide convenience and quality service through
multiple channels at value for money price points is the banks mission from
inception in this electronic age. To this end the banks invested in a scalable
architecture that allowed them to ramp up easily and handle the rapidly growing
volume of customers, apart from reducing costs. To achieve and maintain an edge on
its competition, a bank needs an open e-commerce platform that can:
Integrate future technologies and new ways of doing business with customers
6.2.4. Banking and bank regulation - Potential challenges for regulatory policy
For redistributing capital from areas of excess to areas of scarcity, the most strategic
option are the banks and this is the interest of governments of all the countries to
watch closely and regulate the financial services in order to control redistribution of
capital. Many regulatory reforms have come in to action in the recent years for
removing the competitive protections that banks enjoyed for a long time. To survive
in the increasing competition from mutual funds, brokerage firms, and insurance
companies, banks have to provide complete financial services. Regulatory reforms are
expected to allow investment banks to broaden their financial product lines. Ebanking has also to accelerate the ongoing process of financial deepening i.e. the
widening applicability of more formalized financial markets in the economy.
Globalization and increased competition are trends that have shaped the banking
industry for decades. The expansion of e-banking contribute to these trends in the
same way that previous advancements in telecommunications and data processing did;
i.e., by reducing barriers associated with geography and national boundaries. Not only
will competition be enhanced by the reduction of geographical barriers, but also by
the increased ability of bank customers to search for and locate new suppliers
electronically.
There are several ways in which the development of e-banking generates potential
challenges for regulatory policy.
the
entry
of
private
banks,
the
competitive
landscape
changed
significantly over the last few years. There has been one pervasive goal among the
banks to increase market share. Banks are employing multiple ways such as
increasing the number of branches, installing ATMs, and providing telephone and
internet banking. Banks are also adopting new technology and offering new products
and services which sometimes take banks beyond their traditional role as pure
financial service providers. Banks have established e-shopping malls and portals for
making business-to-commerce (B2C) transaction. Banks also are now providing
advice on investments and mutual funds.
Financial matters are the most sensitive issue for the consumers all over the world and
paid extremely careful attention about personal finances. The reduced level of job
security and the need to plan for the future are major concerns over personal debt,
saving, retirement planning, and tax planning for the consumers. These concerns can
be seen in the trend of customer purchase of investment services like mutual funds,
annuities, and trust services.
All over the world, banks traditional business of taking deposits and lending out the
proceeds is on a decline. With the spread of information technology, companies find it
cheaper to raise money from capital market than from borrowing from banks and
investors have other and often more attractive ways to invest their money than just
putting into plain savings accounts offered by banks. These twin pressures
compounded by the decline in interest rates have squeezed the net interest margins of
the banking industry.
Along with the focus on new products and business opportunities, foreign banks are
also developing the global processing centers by taking advantage of the infotech
savvy staff and less expensive skilled labor.
6.3
Home banking services enable to perform banking tasks, pay bills and communicate
with the creditors quickly and easily from any computer available which is equipped
with internet access. Home Banking allows one to bank on his/her own time.
In the year of 1970s home banking was started via a telephone, which enabled
customers to check their account balances, pay bills, transfer funds and general
information etc. At that time, with telephone banking, customers use numeric
password on telephone to access banking services and to check their account balances
etc.
In the year of 1980s home banking was considered via two-way cable TV, which
enabled customers to check their account balances, pay bills, transfer funds and
general information etc.
In the last decades of the 20th century, computer technology transformed the banking
industry. The wide distribution of automated teller machines (ATMs) by the mid1980s gave customers 24-hour access to cash and account information. On-line
banking through the internet and banking through automated phone systems now
allow for electronic payment of bills, money transfers, and loan applications without
entering a bank branch.
Home banking in historical order, can be broadly classified into four main categories:
6.3.1.
6.3.2.
6.3.3.
6.3.4.
10
6.3.1. Proprietary bank dial-up services: The home banking service along with a
personal computer and modem enables the customers to transfer funds or pay bills
directly from their accounts to the creditors account and the bank acts as an
electronic gateway. Individual customers can subscribe for the dial-up service to
maintain electronic checkbook registers and personal budgets, see account balances,
transfer funds among accounts, and make electronic payments to other merchants.
This type of home banking was very easy to use.
6.3.2. Off-the shelf home finance software: This type of service is provided
through the software which contributes in cementing relationship between current
customers and helping banks to gain new customers. Intuits Quicken, Microsoft
Money, and Bank of Americas MECA are some of the popular software which
provide home banking services and small business financial services for PC users and
allow to organize, understand, and manage personal finances. The information entered
once can be seen and analyzed using a set of reports and graphs. This software also
helps users to reconcile their bank accounts, and track credit card purchases,
investments, cash, and other assets and liabilities.
Online banking services can also be availed through these software as these allow
users to download and automatically categorize savings and loan account activity,
brokerage activity, and charge account activity, thereby reducing data entry and
providing an easily accessible view of their financial assortment.
6.3.3. Online services-based banking: In this type of home banking service, banks
set up their retail branches and subscribe their online services such as Prodigy,
Compuserve, and America Online. Although Off-the shelf home finance software
allow customers to manage their money, information regarding their financial
transactions gets managed two times, once by the customer and once by the banks and
the financial banking software can not reduce this duplication of efforts. Now some
home banking financial services systems are emerging that make the bank an
electronic gateway and reduce the monthly paper chase of bills and checks.
11
electronic environment. Banks are setting up their websites to float their financial
products on the internet.
Online banking and internet banking are the two terms which have different meanings
in terms of their operational processes. In case of internet banking, no additional
software is to be purchased for storing data on customers computers or no backup of
any information is required, or no wait for new versions of software as all transactions
occur on a secure server over the internet and banking can be done anywhere and
anytime if the customer has a computer and a modem whereas for online banking, it
requires a software such as Quicken, Microsoft Money, or AOL which has to be
installed onto the computer which limits the customer to banking only from that
computer.
The first internet bank to provide banking services electronically to internet users was
Security First Network Bank (SFNB) and is available on the internet with the website
http://www.sfnb.com. This bank offers highest interest rate in America for money
market accounts. SFNB is offering joint accounts for multiple parties to access
account information from various locations, full personal financial reports, and check
imaging for internet banking customers to actually view scanned images of their
checks online the day after they clear the bank.
6.4
6.5
Technology has thrown new challenges in the banking sector and new issues have
started cropping up which are going to pose certain problems in the near future. The
new entrants in the banking are with computer background. However, over a period of
12
time they would acquire banking experience. Whereas the middle and senior level
people have rich banking experience but their computer literacy is at a low level.
Therefore, they feel handicapped in this regard since technology has become an
indispensable tool in banking. Foreign banks and the new private sector banks have
embraced technology right from the inception of their operations and therefore, they
have adapted themselves to the changes in the technology easily.
The performance that customers believe is an excellent service, banks can and should
deliver, is the true standard for assessing service quality. Therefore, gaining a good
understanding of customers service expectations, as well as variations in those
expectations across different customer segments, are essential issues for the
management of banks for improving service quality. Consistently delivering superior
service quality is much more a matter of meeting and exceeding customers
expectations rather than simply conforming to banks defined specifications. One of
the biggest shortcomings of service banks is a failure to understand accurately what is
important to customers. Hence for the realization of the full potential of banking
financial services following key points have to be considered:
Service quality on the part of banks has to be established for the customers
13
The proliferation of internet web sites means there may be a substantial advantage for
banks able to distinguish their products from those of other banks i.e. to engage in
branding. Doing so requires significant resources for advertising and marketing, a
fact that is likely to work to the advantage of large firms. The internet provides a very
effective searching device for consumers to choose the best of breed producers of
specialized services. Intermediaries may play a role in helping users locate the best
product given their individual preferences for quality, convenience, and price. These
factors boost both the pace and scope of consolidation in the banking industry.
1. Bank management must evaluate the degree to which current and future
market demand for e-banking services warrant a change in their e-banking
plans. The breakthrough in consumer usage of online banking may depend on
developing new and better services rather than reducing the price of standard
banking products. It also suggests that low demand for e-banking may be
responsible for the wait and see posture of some banks toward offering ebanking.
2. Another consideration for banks in determining when, and how deep, to
plunge into e-banking is the likely future competitive pressure generated by
the development of the Internet. Banks face competition not only from their
traditional rivals within the banking industry, but may increasingly find their
market share threatened by banks from new, distant locations. In addition,
non-bank firms (financial and non-financial) will increasingly contest banks
for their most valuable customers.
3. A third strategic consideration in developing internet plans is the question of
whether there are early adopter advantages. Some analysts point to the high
14
Further, because of the rapid pace and broad scope of technological change in banking
and payments, todays early adopter advantage in capturing customers using the
current set of e-banking options may suddenly be undermined by the introduction of a
new technology.
Now, as products have matured and volumes have increased significantly, those same
pricing schedules no longer make sense. In fact, many banks have been so successful
that the earlier pricing structure is now punitive. Limited use of a cash management
product for higher-end business customers can be included, with some limit on the
number of customers.
As customer is not interested in paying per month subscription for a service that is
already consumed by him at no price, it is much expensive to implement and operate
online banking services. However, once a user confronts high connect charges, high
subscription fees or both, shows interest in online banking services though customers
are very price sensitive. Pricing affects online banking at three levels:
1. Initial software pricing: Banks have to design strategies through which they
can occupy a bigger market share and gain masses of customers. One way of
15
Pricing is a complex issue that has both long-term implications in terms of cost
recovery and profitability, and short-term implications in terms of market penetration.
While designing the pricing strategies for the financial products and services, banks
must have to consider the above mentioned issues and make a balance between the
costs incurred in providing, delivering, maintaining and promoting their financial
products and services.
Customer expectations are higher than ever, particularly when it comes to online
banking services. Bank operations need to become highly customer-centric in the area
of Internet banking to ensure that the services they are delivering are the ones their
users will actually use. Customers want access to their accounts anytime, from
anywhere, using their preferred device or channel. They expect data that is accurate,
up-to-date, and consistent across all channels. They take for granted that they will
receive informed and timely support whenever they need it. In short, they want online
16
banking to make managing their accounts and satisfying their financial needs simple
and easy. The applications that serve them must be visually appealing, easy to use and
learn, and support user personalization that meets individual customer requirements.
If an application is difficult to navigate or understand, customers simply would not
use it, and may take their business elsewhere.
While meeting demanding customer expectations, banks also need to nurture their
own bottom line by building on the profitable relationships they have. They must be
able to identify and serve their most profitable customers well, and take advantage of
opportunities to offer additional products and services to targeted customers at the
most appropriate time. To compete with aggressive competitors, banks and other
financial institutions need to be able to:
Use the data that they have to identify customer segments and present targeted
cross-sell messages when appropriate.
17
The financial supply chain parallels the physical supply chain and represents all
transaction activities related to the flow of cash, from the buyers initial order through
reconciliation and payment to the seller. Until recently, the financial supply chain
went virtually unnoticed. The amount of time required to process transactions was
unthinkably long because the manufacturing supply chain itself was fraught with
inefficiencies.
The supply chain financial flow is at a critical threshold of evolution. Current trends
in supply chain and financial flow management clearly favor the use of automated
payment solutions. Continued expansion in this area offers high potential for reducing
significantly purchasing processing costs, accelerating payment and invoice
reconciliation, reducing collections costs significantly, creating greater processing
efficiencies in the procurement of goods, and enhancing visibility, which means less
uncertainty in accounts receivable (A/R) and accounts payable (A/P) and a reduction
in working capital needs. As the adoption of new automation solutions for financial
flows becomes more widespread, the superior efficiencies gained from electronic
payment technologies are becoming more measurable and substantial.
Today the typical financial supply chain remains somewhat fragmented, complex and
not integrated with the physical supply chain. Goods move faster than money, and
disparate parties are involved. Moreover, even in todays world, the financial supply
chain is partially composed of paper-based processes. To stay competitive, just-intime working capital management should be the goal. Financial supply chain
solutions enable CFOs and treasury managers to accurately manage their receivables
or payables, forecast their companys financial future, and reduce their working
capital needs. By optimizing financial supply chains, banks can:
Reduce their working capital needs by using better inventory control and cash
flow management, potentially representing significant annual savings
Reduce the costs of risk management through greater cash flow predictability
Gain early warning into problems with any document in a commercial trade
transaction that will likely cause payment to be delayed, then take corrective
action to reconcile exceptions
6.6
SUMMARY
For redistributing capital from areas of excess to areas of scarcity, the most strategic
option are the banks and this is the interest of governments of all the countries to
watch closely and regulate the financial services in order to control redistribution of
capital. Many regulatory reforms have come in to action in the recent years for
removing the competitive protections that banks enjoyed for a long time. To survive
in the increasing competition from mutual funds, brokerage firms, and insurance
companies, banks have to provide complete financial services.
The decade of 90s has witnessed a sea change in the way of doing banking.
Anywhere banking and Anytime banking have become a reality. There is no
specific online banking region to which the transactions are limited. Bookkeeping is
simplified and automated and so is tax computation. Bills are paid with a minimum of
effort. E-banking offers a wider outreach for banking institutions. E-banking is most
useful when it saves the consumer time and money.
In the last decades of the 20th century, computer technology transformed the banking
industry. The wide distribution of automated teller machines (ATMs) by the mid1980s gave customers 24-hour access to cash and account information. On-line
banking through the Internet and banking through automated phone systems now
allow for electronic payment of bills, money transfers, and loan applications without
entering a bank branch.
19
Electronic banking is using electronic means to transfer funds directly from one
account to another. Electronic banking is a system that enables bank customers to
access accounts and general information on bank products and services through a
personal computer or other intelligent device. E-banking makes use of electronic
currency. Check cards or debit cards, smart cards or stored-value cards, digital cash
and digital checks are the different types of electronic currency. If anyone uses a
check card to make purchases, the funds are transferred immediately from his/her
account to the company's account.
With the development of technologies in the banking industry, there has been a major
change in the banking system and in the way banks strive for increased profitability.
In this changing environment, consumers requirements are changing substantially.
Now Customers want to access account related information, download account data
for use with personal finance software products, transfer funds between accounts, and
pay bills electronically.
The main aim of e-banking through the optimization of the branch networks is to
tighten internal financial controls, reduce compliance costs, improve operational
efficiency and organizational effectiveness, better capital management for significant
savings of cash reserves, reduce capital costs from better risk management, improve
strategic decision making, enhance perception and reputation among investor and
client communities, and provide more flexibility.
With
the
entry
of
private
banks,
the
competitive
landscape
changed
significantly over the last few years. There has been one pervasive goal among the
banks to increase market share. Banks are employing multiple ways such as
increasing the number of branches, installing ATMs, and providing telephone and
internet banking.
20
consideration the five key values: simplicity, customized service, convenience, quality,
and price. The changing market structure requires the banks and software companies
to take the strategic decisions to differentiate their products in the competitive online
banking industry and exploit the service attributes that build customer retention for
profitable customers.
One of the most crucial areas of decision making for banking is financial product
pricing. E-banking is a significant non-interest expense at banks today. There are
cases of many banks whose annual costs for e-banking are higher than those for their
core systems. Many banks signed their original e-banking and bill-pay contracts
several years ago when usage volumes were quite low and many vendors were still
incurring high development costs. These contracts included some kind of per-account
charge, activity-based pricing e.g. per bill paid, or a combination of the two.
While winning customers may be hard, keeping them is even harder. Customers really
want quick response, instant information, and solutions to their problems. They want
exceptional customer service. No organization can afford to lose customers because of
poor service, but many do. Customers remember how they have been treated and
spread the news. In todays high tech and demanding consumer market, customer
service is mission critical. When customers are pleased, they are likely to spend more
on product or service and will call again.
6.7
KEYWORDS
6.8
1.
2.
21
3.
4.
5.
6.
Describe some of the marketing strategies for attracting and maintaining the
customers in e-banking.
6.9
SUGGESTED READINGS
****************
22
LESSON: 7
E-COMMERCE AND RETAIL INDUSTRY
Subject: E-Commerce
STRUCTURE:
7.0
Objectives
7.1
7.2
7.3
Online Retailing
7.4
7.5
7.6
7.7
Summary
7.8
Keywords
7.9
7.10
Suggested Readings
7.0
OBJECTIVES
The motive of this chapter is to present an introduction to online retail industry and
within that framework the key basic concepts of online retailing, changing dynamics
of retail industry, and marketing challenges using technology in the retail industry are
discussed.
7.1
Retailing on the web has evolved as a new subject for research and development. The
rapid development of technology is changing almost every aspect of retail operations
such as service, advertising, store design, order fulfillment etc. Anytime and from
anywhere concept (home, work, office, or restaurant) for online transactions is
impacting the old retail business process.
The inevitable conflict with traditional distributors is perhaps the hardest thing for
established companies to confront. The distribution system that has served established
companies so well to date was designed for a different world, one in which retailers,
distributors and resellers were the contact point with customers. In the past it was
much cheaper for a customer to go to a store than to go to each individual
manufacturer, so most sales have been done through an indirect distribution system.
But now companies have found that in the internet world the cost of customer contact
is not only much cheaper but it can be turned from a cost into a benefit. Companies
can get more information and more loyalty and can sell additional products that way.
The marketer with an individual connection to a customer has more sales incentives
and opportunities.
When customers are enabling themselves to accept this new change, retailers need to
consider carefully the following issues in online retail business so as to formulate
effective business strategies:
How much to charge and consumers are willing to pay for the online retail
transactions
How to penetrate the market and how much time to take for attracting
customer and become profitable
7.2
Retailers consider the online environment as a way of doing business as many of the
factors are affecting the retailing industry dynamics and need a careful attention.
Some of the important factors are:
The online retailing can resolve this problem as it does not require bricks and mortar
storefront or critical location. The traditional retail companies may severely be
affected by the online retailing who have invested huge in expansion and adding
capacity. It is important to consider that the constraint of time and space will
disappear if online retailing takes off.
Demographic Changes
Time constraint, safety concerns, two career couples, and growing frustration with the
lack of courteous service and insufficient product information are some of the reasons
that are urging the shopping patterns towards new innovative trends among
consumers. Understanding these implications and shopping behavior of consumers,
retailers can get advantageous of online retailing. As shoppers have less time and
want better values with more options, retailers with improved technology can drive
these consumers to online shopping with home delivery.
On the other hand, a growing segment of population (older shoppers aging more than
50) prefer shopping at stores rather than online because for them time constraint are
less of a problem. Also with the aging of population, consumer interest may change
for material goods and services such as travel and recreation. So retailers need to
concentrate on value by including bundling of facilities with the merchandise.
Consumer Behavior
Consumer behavior in online retailing is more unpredictable and volatile than ever
before and retailers are striving to develop new effective strategies for satisfying
needs and wants of consumers. Consumers are demanding a very large selection of
producers with deep discounts. They are no longer as influenced by brand names as
they used to be and are less willing to pay more for the brand name but very cautious
about quality and value. Thus the retailers focusing on providing best price, service
and selection in the form of value will be successful. Retailers need to learn how to
bundle their products so that they become the preferred choice for online customers.
delivered to the customer and may be returned back within thirty days for a
full refund of the price.
However, consumers are not so much comfortable with this shopping method
as the CD-ROM once created can not be updated whereas other online based
methods allow continuous updating.
Because of the wider reach, constant innovation and low cost world wide web
has been accepted around the world in a very less time. Retailing is not an
exception to it. Initially retailing on web was more focused on marketing and
less on order taking. Gaining the experience of web, companies have realized
the importance of study to know consumer habits, define trends, develop
products to fit a plan and turn consumer statistics into long-term customer
relationships. Retailers are developing programs to deliver online shopping to
web users round the clock.
The curiosity aspect of online retailing is the emergence of companies that only exist
online, like amazon.com. Online service providers such as Compuserve and America
Online (AOL) are the online malls offering their wares effectively.
7.3
ONLINE RETAILING
The idea behind online retailing is that people do not want to go to the store so online
retailers can cater to the needs of a niche audience who want to buy over the internet
and this can help in building a billion dollar business with no inventory. Generally,
online retailers have online database of their products, allow comparison shopping
based on price and provide home delivery service.
Retailers provide database to the customers through an online service of their products
in which product pictures are available. Consumers can also request a list of items by
categories, by item, by brand, or even by what is on the sale in the store on a given
day. Retailers back office is linked with mainframe databases of the super markets at
which it shops for its customers. Consumers can give specific shopping instructions or
comments to get extra information. Consumers can also access the Help screen for
immediate assistance during online ordering.
After finishing shopping, consumer click Done on the screen and the order is
electronically routed to retailer and retailer serves the customer according to his
request.
demand more and more travel information and services while insisting on lower rates,
which increase costs for travel agencies while reducing revenue.
But in spite of the online retail industrys success in enhancing its online systems and
marketing efforts, a human touch is still important, even if it is nothing more than one
neighbor observing anothers Valentines Day delivery from flowers.com. The role of
emulation in online consumer decision making should not be overlooked.
Interestingly enough, the neighborhood effect disappears for repeat purchases. Once
consumers have their own experience, they rely on that and are more likely to
disregard the actions of others.
What critical for online retailers, is to begin thinking about ways to fuel this process.
Firms can begin to think about ways to exert some control over how this process
spreads rather than just sitting back and letting the space-time diffusion happen
organically. Online retailers should run experiments. Given the huge geographical
reach of an online firm, it is possible to run very clean experiments in the sense that
one can select very distinct regions, treat them differently and keep them separate
from each other.
Areas with greater numbers of wealthy and college-educated people are also quicker
to try an online retailer, with an increase in young wealthy individuals adding an
additional positive effect and higher percentages of elderly slowing trial times. A
regions size in terms of land area is unimportant, but the number of households,
population density and urbanization are all critical, resulting in a significant positive
effect on the time to first trial.
There is also a need to keep and analyze data such as customer ID numbers, order
times and dates, order values and shipping zip codes, as well as good records about
the company's own marketing efforts to check how much was spent on various
marketing strategies, at what times and where.
7.4
There are several stages in the online buying process. While each consumer and
buying situation is different, retailers can utilize the framework set forth to help aid in
designing an online retail storefront. This framework identifies four common stages of
the buying process in the order that a customer is likely to go through them:
Need identification
Choice/decision.
Need Identification: The first stage in the buying process is need identification, in
which a consumer decides what type of product he/she is seeking. The need could
originate from an end cap display that invokes an impulse to consider an item, such as
candy and magazines at the checkout counter of a grocery store. The need could
originate from a recognized deficiency in one's home, such as purchasing a home
without a refrigerator. The need could originate from a friend who recommends a new
band. Querying customers on current lifestyle issues, life changes, significant dates
such as birthdays, and other such information can aid retailers in identifying relevant
products that customers may desire. In an online environment, a recommendation
agent could use this information to help customers to identify undiscovered needs.
Develop Consideration Set: Developing a consideration set is the second stage in the
buying process. In this stage, consumers generally only look at a few attributes,
potentially seeking to eliminate products that do not meet a minimum requirement.
The level of analysis is minimal at this stage and the consumers will most likely
attempt to limit the consideration set to a small, manageable number of products to
compare in more detail. For example, when purchasing a car, a buyer may first
narrow the category of cars into types of cars. In this case, the consumer may be
seeking a sports car, and thus begins to look for sports car. The consumer may begin
browsing the various options to determine a set of minimum attributes or may have
some attributes in mind. The attributes could be as simple as a sports car at a low
price with a computer display and the ability to program trips with hills to make the
workout interesting. At this stage, physical touch and face-to-face interaction, such as
trying out the sports car or watching a sales person demonstrate the sports car, may
not be that important. While this stage does not seem very important, if the buyer has
not chosen the appropriate screening attributes or taken the time to seek out many
alternatives, the buyer may miss a superior product choice.
Choice/Decision: The fourth stage is the choice or decision stage. At this point, the
consumer decides which product he or she will purchase based on the information
gathered in the previous two stages.
7.5
After the collapse of hundreds of dotcoms, investors abandoned their pipe dreams of
getting rich quick with e-commerce. Failed online grocers, drug stores, auto
dealerships, pet supply stores, and other budding e-commerce businesses litter the
trash bin of recent Internet history. The bubble burst and the old economy is back with
a vengeance. Contrary to popular belief, however, consumer e-commerce is not dead.
Retail e-commerce sales grew much slower than previous years, but it is growth
nonetheless.
Although many pure-play e-commerce companies have been abysmal failures, brickand-mortar enterprises continue to establish retail sites. They may have been slow to
jump into e-commerce (which looks incredibly prudent in hindsight), but they have
embraced it for the long haul. They have taken a slower and more considered
approach, trying to learn the lessons from the failures and successes of extinct and
surviving e-commerce pioneers.
There are still a lot of mistaken ideas about consumer e-commerce floating around
and it is important to avoid these pitfalls from the past. Here are some B2C myths that
can lead the astray when it comes to managing e-commerce operations:
Stickiness is good: Many sites aspire to keep customers on the site for as long as
possible, a quality often referred to as stickiness. Sites often add features and design
navigation to increase stickiness. The longer customers stay on the site, clicking from
page to page, the more they must like the site. When it comes to e-commerce sites,
stickiness is more like stepping on a wad of chewing gum than luxuriating at a resort.
Customers do not like wasting a lot of time on a site when they are looking for a
particular product. Think of it this way: When you visit the local pharmacy to fill a
prescription, do you like to hang out any longer than necessary?
More is better: Some sites try to wow customers with flashy technology by
bombarding them with fancy graphics, animations, and sound effects. Others try to
impress shoppers with largesse of information and options. Fancy visual and sound
effects slow sites to a crawl. Screens overloaded with information and options are
confusing. Visitors are more likely to return to a site with faster-loading pages than
they are to sites that provide rich media. More is better when it comes to product
information, not flashy technology. Visitors would be more likely to return to a site
that offers more product information.
Personalization drives profitability: In recent years, much has been made of
personalization technologies to drive profitability. It turns out that personalization is
just one of a number of merchandising techniques that e-commerce sites should
consider for incremental sales improvement. The problem is that customer actions do
not always reflect their interests. One may buy a book on baseball as a gift for his/her
friend. As it turns out, he or she may hate sports, but that doesn't stop the site from
10
continually calling his/her attention to books on baseball, football, basketball, and the
like. Instead of investing in expensive personalization technology sites would be
better off devoting energies to proper merchandising by answering questions and
having items logically arranged.
Selling anything on the web: Selling CDs and books online is one thing, selling
automobiles, liquor, and major appliances is another. Certain products are not a good
fit for e-commerce sales. Sometimes it is due to legal restrictions such as those that
affect the sale and distribution of alcohol or those that involve vehicle registration.
Sometimes shoppers need to kick the tires or try on an expensive piece of apparel to
make sure it fits. And sometimes the discounted price shoppers find on the Web may
not offset the hefty shipping charges for large, heavy items, such as an oven or a
jacuzzi. Although one may not be able to complete the transaction on the web that
does not mean the web can not assist the sale. One can still use web site to inform
customers about these items and direct them to the appropriate sales channel.
7.6
The major revolution in the retailing sector with the introduction of technology has
compelled the managers to rethink upon their marketing strategies. Those who are not
using computer or not familiar with internet technology are most at risk as traditional
retailing require up-gradation of the unique capabilities of the online medium to
effectively meet the changing needs of the consumer. The greatest opportunity
belongs to traditional retailers that can establish multi-channel relationships with their
customers, blurring the distinction between channels and fundamentally altering the
way people shop. So retailers have to understand this tricky technology along with
consumer behavior. This generates many management challenges in front of
managers who have a desire to succeed in online retailing. Retailers have to find ways
to attract consumers to the online marketplace.
Make the most of customer information and relationships: The rich knowledge
base and strong relationships that traditional retailers have developed over the years
allow them to anticipate their online customer needs in ways that no pure-play
competitor could possibly match.
11
Leverage offline scale: Purchasing power is one of the greatest assets a traditional
retailer possesses. They must use their offline purchasing power to deliver cost
advantages to their online operations.
Manage channel conflict: Moving online can trigger conflict between channels.
Incumbents need to find creative ways to avoid conflict within the company and its
supply chain.
Learn to price online products/services: Access pricing and product pricing are the
two types of pricing that need to be seriously attended by the marketers in the online
marketplace. Customers would not like to pay in the off-line world just for entering
the store to shop but every online store is essentially demanding consumers to pay
charges to their internet access provider. In virtual market environment also,
consumers can not be expected to buy products or to use new untested services.
Retailers would not achieve a critical mass of people shopping in virtual stores.
Therefore, it requires some cost shifting so as to reduce the burden on the consumer;
otherwise the store will be bypassed. In the product price there is some store-related
12
cost and if the store is physically removed that cost can be utilized to pay for enabling
technologies, delivery and other costs.
Some online retailers are trying to find solutions for these complex problems. Many
firms are discovering ways that are genuinely pleasant and appealing. Unlimited
selection, prices close to cost, and two way communication capability are expected
from virtual marketplace to grasp a critical mass of people shopping in online retail
stores.
Design the layout of an online store: Shifting a consumer from traditional off-line
market to online market is not an easy task. Virtual stores have to put a great impact
on consumer buying behavior by providing better, faster, cheaper, and more
entertaining shopping experiences.
The layout of the online store also depends on slotting allowances paid by
manufactures to the retailers for stocking new products. In exchange for this slotting
allowance, the retailer makes an agreement with the manufacturer to place the product
in a high traffic area for promotional purposes.
Sophisticated user interfacing is also one of the criteria of good layout of the virtual
store. Consumers want to find familiarity in virtual store with traditional off-line one.
They want to walk the aisles of this store on their screens, pick a box off the shelf,
rotate it around to read the side label and look for a special offer, put it back on the
13
shelf, or put it into the basket. This can be made possible by capturing 3-D images of
every product in the store.
Users also want to be able to see how a product looks on them before buying it. For
instance, shoppers want to see how paints will look without actually trying them on.
With well-developed brand recognition and trust, incumbents should have lower
customer acquisition costs and higher conversion rates from the day they go online.
Create right incentives to entice customers online: Given that the cost to serve a
customer can be lower online than it is elsewhere and that the Internet offers
opportunities to increase share of customer wallet, multi-channel players should
actively encourage their customers to use the Internet.
For influencing the consumer acceptance in online markets, retailers require to well
understand the incentive design. The right approach in designing coupons, discounts,
or other incentives can help online retailers to build and retain shopper loyalty.
Though incentives are most common in traditional retailing but retailers need to think
about different incentive strategies for different types of online products or services.
As online retailing is different on many grounds and requires online marketers to
rethink their incentive mechanisms.
Exploit opportunities for partnering: Partnering can speed execution, give access to
critical skills, and generate additional equity from incumbents assets.
14
Target total customer wallet: Incumbents should aim high and seek to capture 100
percent of category spending from each customer household.
Use best customer to model future improvements: Online retailers need to gain
market understanding that is based not on averages but on in-depth dialogue with their
best customers.
Gone are the days when customers were willing to allow six to eight weeks for
delivery. Fulfillment has had to reinvent itself to keep up with the fast pace of the
internet and retailers just-in-time inventory programs, but some internet retailers
continue to struggle with timely deliveries and in-stock issues. Fresh foods,
prescription drugs, and large items like appliances and furniture each create their own
unique logistical challenges for online retailers.
More and more attention is being paid to how online retailers are delivering or in
some cases failing to deliver, the goods. Fulfilling customers orders and expectations
is no longer an afterthought that happens after the all-important sale. It is a critical
component of serving the customer and gaining repeat business and a key business
function for any online retailer.
7.7
SUMMARY
The idea behind online retailing is that people do not want to go to the store so online
retailers can cater to the needs of a niche audience who want to buy over the internet
and this can help in building a billion dollar business with no inventory. Generally,
15
online retailers have online database of their products, allow comparison shopping
based on price and provide home delivery service.
The traditional retail companies may severely be affected by the online retailing who
have invested huge in expansion and adding capacity. It is important to consider that
the constraint of time and space will disappear if online retailing takes off.
As shoppers have less time and want better values with more options, retailers with
improved technology can drive these consumers to online shopping with home
delivery. On the other hand, a growing segment of older shoppers prefer shopping at
stores rather than online because for them time constraint are less of a problem.
Consumers are demanding a very large selection of producers with deep discounts.
They are no longer as influenced by brand names as they used to be and are less
willing to pay more for the brand name but very cautious about quality and value.
Thus the retailers focusing on providing best price, service and selection in the form
of value will be successful.
Till now, traditional retailing is far from competitive threat of online retailing but
attractive technology and its applications are persuading online retailers.
The reach of TV retailing is amazing. Households receive the signals via cable,
satellite disk etc., twenty four hours a day, and seven days a week. Unlike online
audiences, which tend to be affluent and well educated, the target audience for TV
retailing is moderate income households and mostly women. Effective utilization of
electronic media has resulted in the success of TV shopping. High quality, cost
16
efficient and entertaining documentaries have become a new and interesting way to
retail specialty products.
A cost effective alternative to traditional print catalogs are the CD-ROMs because
these are relatively inexpensive to produce and distribute. Retailers can create their
own disk or participate in a multiple marketer disk. The crucial business idea behind
catalog is to build name and brand recognition for the stores and manufacturers.
Initially retailing on web was more focused on marketing and less on order taking.
Gaining the experience of web, companies have realized the importance of study to
know consumer habits, define trends, develop products to fit a plan and turn consumer
statistics into long-term customer relationships. Retailers are developing programs to
deliver online shopping to web users round the clock.
The long-term prospects for online retailing are strong. As the industry has matured,
online retailers are increasingly emphasizing targeted marketing rather than the
hugely expensive mass-media advertising campaigns of the industry's youth. While
early marketing poured billions into television advertising, most online retailers now
favor online media, investment in site improvements, promotions such as free
shipping, and tailored advertising in focus chat rooms and message boards.
The major revolution in the retailing sector with the introduction of technology has
compelled the managers to rethink upon their marketing strategies. Those who are not
using computer or not familiar with internet technology are most at risk as traditional
retailing require upgradation of the unique capabilities of the online medium to
effectively meet the changing needs of the consumer. The greatest opportunity
belongs to traditional retailers that can establish multi-channel relationships with their
customers, blurring the distinction between channels and fundamentally altering the
way people shop. So retailers have to understand this tricky technology along with
consumer behavior. This generates many management challenges in front of
managers who have a desire to succeed in online retailing. Retailers have to find ways
to attract consumers to the online marketplace.
17
Gone are the days when customers were willing to allow six to eight weeks for
delivery. Fulfillment has had to reinvent itself to keep up with the fast pace of the
internet and retailers just-in-time inventory programs, but some internet retailers
continue to struggle with timely deliveries and in-stock issues. Fresh foods,
prescription drugs, and large items like appliances and furniture each create their own
unique logistical challenges for online retailers.
7.8
KEYWORDS
JPEG: Joint Photographic Experts Group, is a international standard for high quality
compression of still photographs.
MPEG: Moving Picture Experts Group, is a international standard for high quality
compression of digital video.
WWW: World Wide Web
AOL / COMPUSERVE: Famous internet service providers in US
7.9
SELF-TEST QUESTIONS
1.
2.
3.
What are the various issues that need to be considered in formulating effective
business strategies for online retailing?
4.
5.
6.
7.10
SUGGESTED READINGS
Kalakota, Ravi and Whinston, Andrew B. Electronic Commerce A
Managers Guide, Pearson Education, Inc.
18
*****************
19
LESSONS: 8
ELECTRONIC COMMERCE AND ONLINE PUBLISHING
Subject: E-Commerce
STRUCTURE
8.0
Objectives
8.1
8.2
8.3
8.4
8.5
Summary
8.6
Keywords
8.7
8.8
Suggested Readings
8.0
OBJECTIVES
The motive of this chapter is to present an introduction to online publishing and within
that framework the importance of online publishing in corporate environment, online
publishing strategies, approaches, and online advertising are discussed.
8.1
Business organizations are now investing huge amount in people, equipment, marketing,
brand building, and contents to find the best way to capture the consumers attention and
in search of business model that could make these firms profitable sooner than later but
have not been able to figure out which business model works best for money making.
However, new models are being developed by online publishers to convince customers
for justified charges of unique and valuable information, programme, and services
offered to them.
As more and more firms begin to offer online content, these are forced to adjust to new
customer attitudes regarding pricing. In the offline business, publishers charge large
advertising fees from the firms by offering mass markets for delivering message. News,
information, and entertainment are expected to be almost free for general public and that
advertisers will pay the bill. This concept is not practical in online marketplace where
instead of mass marketing, one-to-one marketing is considered. Customers select their
information and delivery methods but are not eager to pay online content. The size of
customers and their habits are nearly impossible to figure out. Even new advertising
models can not be claimed to draw profits on the internet. While ad revenues are not
coming close to covering expenses, now they could grow substantially in coming years as
the traffic increases and brand names become established. Brand development is
important because every time a user sits in front of a web browser needs to make decision
about where to go. The better the brand, more likely it is to popup in the consumers
mind.
One more important aspect in online publishing relates to digital copyrights. The internet
makes it extremely easy to copy, retransmit, and alter works without the permission of
the copyright holder. Moreover, the digital world has no internal boundaries, and policing
is impossible since the levels of protections and sanctions against infringement vary
widely in countries across the globe, which makes the risk even greater. Clearly, without
effective protection, publishers are not willing to risk their investment and hard work.
Digital goods and services are those whose purchase and delivery can only be conducted
via electronic channels. Thus electronic publishing products are well suited to this
medium of production and delivery. The products most suited to electronic commerce
are on-line databases and electronic journals, magazines and newspapers as these can be
accessed, paid for and delivered directly to the users PC.
bundled commodity rather than disjointed information in order to realize revenue from
their information.
In the late 1960s the concept of online publishing evolved out of public funding
associated with the aerospace and medical research programmes. Many of the publishers
switched from manual typesetting and printing to computer-assisted photocomposition
and developed their databases. Earlier photo compositions were very expensive and not
able to offer much variety but enabled the creation of a central database from which a
series of online services could be provided. Improved communication networks,
availability of low-cost terminals, and remote access and dialup database systems were
the other technical developments that put a great impact on online publishing.
Internet and web recently have brought online publishing from a niche target audience to
a mass audience. The reasons for the sudden increase in the interest of publishers,
advertisers, and content providers in the web include:
Although the number of businesses on the internet has grown, many organizations simply
have a web presence and do not make strategic use of the opportunities the web offers.
This lack of progress is probably due to concerns over issues such as security, payment
mechanisms, user authorization and misuse of personal data. Technologies concerned
with authorization include firewalls, password access, smart cards and biometric
fingerprinting.
encryption technologies are used. Encryption technologies, which are supported by the
appropriate legal mechanisms, have the potential to develop electronic commerce
globally. These issues have to address not just for the development of e-commerce within
the publishing industry, but also for the development of global electronic commerce.
Intellectual property is also a major issue for publishers and authors and in particular
copyright. Copyright is initially retained by the author of the work, however it may be
sold or a license granted to enable reproduction of the work. Any electronic transaction
in the publishing industry must include a mechanism of copyright payment. Electronic
commerce allows authors the opportunity to self publishes, however only a small portion
of authors especially in the academic sector earns enough from books sales alone to
generate substantial revenue. It is an area, which is worth some future consideration for
commercial publishers as electronic commerce develops.
There is another issue of quality especially if the information chain is redefined. The
publishing chain at present incorporates a number of quality filters such as copy editors
and proofreaders, which may be difficult to apply in the electronic environment. On-line
publishing must be able to enforce the same quality control, although referred electronic
journals do employ strict refereeing controls.
The question of information retrieval is important, as users have to be able to find exactly
what they are looking for. Perhaps now is the time to create a central National Internet
Library similar to the Library of Congress and British Library where all electronic works
can be deposited.
Surprisingly, the advertising world has also come under the attention of publishing
community with the fast adoption of internet and web. Advertising industry has been
relatively untouched by technology. Advertising agencies have been notoriously resistant
to change in the past, and their reaction to advertising on interactive media has been no
exception. These agencies have to embrace the new media to be relevant to their clients.
The technology shift in the publishing world has raised many of the technical and
managerial issues that need to be debated for building roadmaps of the future for
investors and other interested parties.
Technical Issues
Management Issues
8.2
Online customers satisfaction and the ways to keep the customers loyal
The internet presents a mode of delivery, which may ultimately challenge the traditional
perception of publishing. Publishers have used the web as a marketing tool and not as a
method of distribution and selling. Investment has been in developing web sites as an
advertising tool and not in the technologies and skills required for on-line distribution and
payment of digital goods.
replace traditional print products. However the growing interest in on-line media and the
changing role of the end-user means publisher have to address their on-line and electronic
publishing strategy if they wish to exploit this area for their enterprises. Following are the
online publishing strategies that need to be considered by business firms:
Early movers: These are independent publishers who already have many of the
necessary resources at hand and are highly skilled with existing access to such key
capabilities as direct marketing and order fulfillment. Early movers have the capacity to
derive the highest benefits from new media as their learning curves are much shorter than
others.
Watchers: This category includes large publishing companies that employ scalesensitive economics. Reduction in cost and widening of distribution is the only parameter
to view online publishing as a sufficiently attractive channel for them.
Testers: These are multi-category and specialty publishers who are competing
successfully in traditional markets, who are uncertain who will win in the online
marketplace and who neither need nor want to make a choice now. For them, the online
medium appears to be an alternative. They have already in place robust customer
franchises and attractive distribution channels. These are the majority of publishers that
face either attractiveness and/or skill challenges.
Publishers are learning about how the potential opportunities can be grabbed, what online
publishing has to offer, how to explore the attractiveness of potential channels and how to
build required skills so that they can quickly identify and react to changes with the
industry. Content, incentives, service, quality, and price are not enough to compete in the
Make the page layout simple, nice to look at, and easy to read on a monitor. Spare
people from eye strain: use a clear font size and color.
Use graphics to catch the readers eye and to illustrate an idea or theme in the
article. Avoid the clutter of too many graphics.
Don't use frames unless it really is the best way to help readers navigate
through the site.
Try to respond to all e-mail, even if it is a kid in school who is treating publisher
like an information-machine that will feed him data for his report. Even a oneliner can be enough as a polite, humane reply.
Remember that making money is not the only way a publication can be
valuable to a publisher. There is more to an author's life than royalties.
Use spell-checker.
Test your pages on all the major browsers and platforms. A page may look
wonderful on ones computer, yet come across as a mess on someone elses.
8.3
The Online Archive Approach: This approach include bibliographic databases and fulltext search/retrieval services already existing in digital archive of the corporate
publishers, and, to some extent of commercial publishers such as academic or journal
publishers that is desired by them to be delivered over the web as well as on paper, CDROM, or other media.
Library catalogs and bibliographic databases are the most prevalent example of online
archive approach. Traditional card catalogs are being replaced with sophisticated
electronic online bibliographic databases in most of the libraries and offering an
incredible range of functions. MEDLINE, developed by the National Library of Medicine
(NLM) is a bibliographic database that caters to an increasing number of physicians who
rely on online medical databases to keep updated with the latest developments and
literature. Other medical databases are also available free of charge on the internet.
The New Medium Approach: This approach includes real-time news delivery,
personalized news delivery, and edutainment. It aims at creating new material for web by
the publishers to float their own material considering web as a medium. Commercial print
publishers such as magazines view the web as an alternative for their print publications
but not as a replacement. Some writers may write for both media, but separate content
streams will be developed for each medium.
Presently, this approach is facing some technological problem such as formatting on the
web and expected to overcome in the near future through technological advancements.
Apart from these technology constraints, the expectations of the web are also different
from print media. It requires new contents, written for web audience, must be created.
But as these contents are out, they are no longer been owned and there is a loss of
intellectual content. So all the publishers try to be the initiator with the most interesting
stuff on the web for creating a platform where web audience can see what the world has
to say on a minute-by-minute basis.
Dynamic publishing can also be seen in the form of just-in-time publishing. As and when
the consumers need stories, applets etc. into the computer, get the content flow just-intime, and then these dynamic contents self-destruct after usage. One question arises how
payments are collected on a product by a business operating in small-amount transaction
market. Publishers and developers should be thinking about micropayments which are
essential for this marketplace. For low-value payments to work, transaction costs must be
very small.
These various types of the online publishing approaches have some specifics that need to
be discussed.
10
LEXIS/NEXIS: The legislation and court proceedings in full-text of U.S. and United
Kingdom are stored in the LEXIS which was launched in 1973. It also provides the fulltext French law and statutes. The students, large law firms, law libraries, financial
institutions, and government agencies use LEXIS. It has become the norm in legal
research and students of law are given free subscription as an introduction to the service.
NEXIS has a broad spectrum of users. News, magazines, newsletters, journals, and other
information sources are provided in the form of text by NEXIS to news media and
researchers, academic and professionals who are the largest user categories.
11
information sources by the service providers in real-time to PCs and workstations through
automatic news filtering to the users.
News Delivery as an Important Market: As readership trends are slowly declining and
the news industry is moving to decrease its reliance on cash flow from paper-based
segments, companies have come to depend more on electronic publishing and news ondemand services. These services combine video, audio, text, and graphics in a format that
permits browsing, searching, and user-notification on breaking news. Users are able to
retrieve the information they need at any time. To meet the needs of personalization, real
time news publishers must understand and gain expertise in the information packaging
business, which has traditionally been the purview of the news media.
12
The products identified for successful electronic commerce are journals, magazines,
newspapers and on-line databases. Most users subscribe to on-line newspapers and
magazines or have them free for charge. In the academic environment on-line electronic
journals are available to users via the library OPAC. Electronic journal provision is very
costly to academic libraries. Although this is a service appreciated by students and
academics the choice is limited and dependent upon the contract negotiated between the
publisher and the library. The journal is usually the electronic version of the printed
work; therefore convenience is the only benefit. A solution to this problem would be to
establish an electronic commerce network for academia managed by the university
library. The network could consist of university libraries, publishers and the funding
bodies. Users could pay on a pay-per-use basis and the payments could be collected
using electronic commerce technology. The premise being that funding is allocated for
this purpose. This process would have to incorporate devices for tracking copyright and
usage. Many pure electronic scholarly journals are now available free of charge on the
web, however it is not certain how long this situation can last. These journals provide an
excellent medium of communicating scholarly information. Quality is also of a premium
as the journals are peer reviewed.
Due to the high costs involved most subscribers to on-line databases are large
commercial organizations or reference libraries. This eliminates access to smaller firms
and individuals who might only require a one-off journal article or report. There are two
ways of approaching this problem using electronic commerce technology.
Firstly
database providers allow customers the option of paying for one-off items without
incurring subscription and dial-up charges. By allowing access via the internet database
13
providers could allow individuals to purchase an electronic product using credit or debit
card technology or by allowing them to set up individual accounts using suitable model.
The second method would enable the consumer to go straight to the creator of the product
and make the purchase in the same way.
distribution elements of the information chain are eliminated. These processes require an
appropriate business model, which can accommodate on-line commerce.
8.4
The web is very different from television: Web is mainly a cognitive medium, whereas
television is mainly an emotional medium. This makes television much more suited for
the traditional type of advertising which is flashy and promotes superficial qualities of
products. While watching television, people approach a vegetable state and the main goal
of a commercial is to minimize interaction by keeping the users hand off the remote
control. As long as the user watches, advertisers can keep them engaged by high
production values and a message that says very little besides we are good.
14
Where television is warm, the web is cold. It is a user-driven experience, where the user
is actively engaged in determining where to go next. The user is usually on the web for a
purpose and is not likely to be distracted from the goal by an advertisement (one of the
main reasons click-through is so low). This active user engagement makes the web more
cognitive, since the user has to think about what hypertext links to click and how to
navigate. This again makes the web less suited for purely emotional advertising. The user
is not on the Web to get an experience but to get something done. The web is not
simply a customer-oriented medium; it is a customer-dominated medium. The user
owns the Back button. Get over it: there is no way of trapping users in an ad if they do
not want it.
The current slow download times work against emotional advertising. A pure branding
message may work when embedded in the high production values of a television
commercial that can be viewed without any delay and without any action on the users
part. On the web, everything is slow, and people dont like waiting for a fancy brand
message.
Internet ads are cheaper in comparison to television, radio, or newspaper and can
be updated any time with a minimal cost.
Reduced access fees: Advertisers cover a part of the internet access fees that
usually user has to pay. This reduced access fees can attract new internet users.
15
Shorter access times: High bandwidth available to user provides more time on
websites than waiting to access them. Less access time also enables to place
complex graphics on websites without requiring additional access time. With
more time available to draw users attention, advertisers should be willing to pay
more per user to place their icons in online periodicals.
Advertising spending is the amount that advertisers pay to other web sites such as
periodicals and games to display their icons or product offerings. Though internet
advertising is continuously gaining popularity, online publishers need to measure how
much money has to be spent on advertising because of the following reasons:
Researchers indicate that only 10 percent of web surfers currently click on ad banners. As
internet advertising rates are usually determined by the size of a sites overall audience,
less revenue is expected to generate for web sites.
16
how many site visitors come from which ads. As a matter of fact, advertisers can
continue tracking the users as some of them change from site tourists into paying
customers. Only loyal users have lasting value for the site.
In theory, the main benefit of the web as an advertising medium is its measurability.
Unlike a billboard, it is possible to measure when someone has seen an ad. Unlike
television, it is possible to tell when someone has bought a product as a result of seeing
the ad. Real life is harder than theory. It is not easy to measure web advertising and there
is no single solution to the problem. Each step of the web advertising process requires
different measurement tools and techniques and there are challenges at every step.
Sampling tools can report on measures of branding, such as unduplicated reach and
frequency of exposure. Survey-based planning tools can also report on users subjective
experience of the campaign, measuring recall and brand attitudes. There is a longstanding
religious debate about the importance of branding vs. direct marketing in web
advertising. While branding is part of the goal of web advertising, direct marketing is a
larger part. Web marketers want to increase and improve customers perception of their
company, but most marketers evaluate web advertising by its effectiveness at driving
traffic and generating customers.
17
Ad networks provide post-click tracking services which let an advertiser see whether a
customer has clicked through from an ad and then whether that customer has bought or
registered. These services typically use single-pixel GIFs that report back to the ad server
when a customer clicks through to a site, when they reach key pages, and when they have
completed a purchase. Information about the purchase is passed back through the URL of
the buy-page. Using cookies, these systems can even tell when the same visitor has
returned to the site several days later to buy.
The reports from these network-based systems allow advertisers to compare results for
different pieces of a campaign - by ad, or by site, or by target audience. Advertisers can
assess performance by a variety of measures, including impressions, clickthroughs, and
registration or sales conversions. When cost information is plugged in, the system can
calculate the ROI for an advertising campaign.
Moreover, reporting systems that are based on an advertising server only track the
effectiveness of ads, they dont pick up referrals from affiliate programs, keyword
searches, partner site referrals, and other parts of an interactive marketing strategy. The
same limitation is true of affiliate reporting services.
18
Measurement systems based at a web site, on the other hand, are able to track customers
entry to the site from many sources: advertisements and affiliates, search terms and
partner links. Web site-based measurement systems are able to tie into the site's
commerce server and report directly on the amounts and types of products purchased.
Site-based tools can tie into the site's user-tracking and registration database, reporting
when a customer buys days or weeks after visiting the first time. Site-based tools can
provide customer segmentation capability, enabling marketers to evaluate the results of
ads based on criteria that are meaningful to the site. Finally, and most important in the
long run, site-based marketing data can be analyzed along with offline marketing and cost
data within the company to provide a picture of the lifetime value of the customer.
Ultimately, this is the critical calculation that tells the business whether the customer has
been acquired profitably. The chief drawback of site-based measurement systems is that
they don't give advertisers a chance to adjust campaigns in real time.
Click-through rate: The percentage of viewers who clicked on a particular ad versus the
total number of viewers who were exposed to that ad. It measures the amount of
immediate responses generated by an ad.
Conversion rate: The percentage of viewers who take a desired action, including service
subscriptions, downloads, registrations or sales. It entails any action other than browsing.
Hits: Total number of requests for delivery of a file on a server. It is an unreliable way to
measure ad-generated traffic. When a user requests a page, that web page along with any
graphic or textual elements are each counted as a hit.
19
Impression: The number of times a specific ad is downloaded, and therefore the number
of exposures. The impression count does not count a user's repeat visits during the same
session.
Page View: A record of each time a page is requested by a viewer. It is similar to a hit,
but additional elements of a page are not counted separately. A high page view rate is
good for Web sites that rely on advertising as a major source of revenue.
Unique Visitors: the number of separate individuals who visit a site within a specific
time period, regardless of repeat visitors. This rate is usually calculated over a 30-day
span. Unique visitors are determined by the user's IP address and cookies.
8.5
SUMMARY
Exciting technology without relevant content can not drive profits or capture market
share. More attention is needed towards tricky delivering of content for successful online
publishing. In the offline business, publishers charge large advertising fees from the firms
by offering mass markets for delivering message. This concept is not practical in online
marketplace where instead of mass marketing, one-to-one marketing is considered.
Brand development is important because every time a user sits in front of a web browser
needs to make decision about where to go. The better the brand, more likely it is to popup
in the consumers mind. One more important aspect in online publishing relates to digital
copyrights. The internet makes it extremely easy to copy, retransmit, and alter works
without the permission of the copyright holder.
It is important that publishers identify the product they are selling and its suitability for
on-line delivery. Electronic goods consist of electronic journals, magazines and
newspapers, electronic books, multimedia CD-ROM, software, computer games, music,
and online databases. Internet and web recently have brought online publishing from a
niche target audience to a mass audience. Many publishers are now ready to embrace the
potential of the web as a method of publishing and distribution rather than as a purely
20
marketing tool. Surprisingly, the advertising world has also come under the attention of
publishing community with the fast adoption of internet and web. Advertising industry
has been relatively untouched by technology. Advertising agencies have been notoriously
resistant to change in the past, and their reaction to advertising on interactive media has
been no exception. These agencies have to embrace the new media to be relevant to their
clients.
Publishers have used the web as a marketing tool and not as a method of distribution and
selling. Electronic publishing is used to compliment rather then replace traditional print
products. However the growing interest in on-line media and the changing role of the
end-user means publisher have to address their on-line and electronic publishing strategy
if they wish to exploit this area for their enterprises. Content, incentives, service, quality,
and price are not enough to compete in the new technological environment. Speed of
delivery, bundling of products, and diversity of choice also become critical success
factors.
The products identified for successful electronic commerce are journals, magazines,
newspapers and on-line databases. Most users subscribe to on-line newspapers and
magazines or have them free for charge. Due to the high costs involved most subscribers
to on-line databases are large commercial organizations or reference libraries. This
eliminates access to smaller firms and individuals who might only require a one-off
journal article or report.
21
The internet has provided the sponsors with two-way communication and e-mail
capabilities, as well as allowing the sponsors to target specific groups on which they want
to spend money from their advertising budget, which is more accurate than traditional
one. One more aspect of internet is that it enables a truly one-to-one advertisement. These
prospects of internet advertisements have attracted the magazines, and news papers, to
float their sites on the web. Online periodicals also have shown interest in including
traditional advertisements as well as icons, which display an advertisers logo and when
clicked with a mouse, send a user across the web to the advertisers web site.
8.6
KEYWORDS
ISP: Internet Service provider, the company who provide internet services to users
MEDLINE: MEDLINE, developed by the National Library of Medicine (NLM) is a
bibliographic database that caters to an increasing number of physicians who rely on
online medical databases to keep updated with the latest developments and literature
LEXIS/NEXIS: The legislation and court proceedings in full-text of U.S. and United
Kingdom are stored in the LEXIS. News, magazines, newsletters, journals, and other
information sources are provided in the form of text by NEXIS to news media and
researchers, academic and professionals
22
YAHOO: Yet Another Hierarchical Officious Oracle, a famous portal and search engine
SEC: Securities and Exchange Commission (SEC) EDGAR Database that contains the
worlds most valuable collection of financial data of U.S. companies and provides access
to corporate documents
EDUTAINMENT: Edutainment = Education + Entertainment, Edutainment is a
combination of entertainment, education, and games that engages users in an interactive
learning experience that mixes video, graphics, music, voice narration, and text
8.7
SELF-TEST QUESTIONS
1.
2.
3.
4.
5.
What do you understand by Web Advertising? Discuss the main reasons to prefer
internet for advertising.
6.
7.
8.8
SUGGESTED READINGS
23
LESSON: 9
DIGITAL COPYRIGHT
Subject: E-Commerce
STRUCTURE
9.0
Objectives
9.1
Introduction
9.2
9.3
9.4
9.5
9.6
9.7
9.8
9.9
9.10
9.11
9.12
Guiding Principles
9.13
9.14
Summary
9.15
Keywords
9.16
9.17
Suggested Readings
9.0
OBJECTIVES
In this age of the internet and the speed of technological development has outpaced the
legal system and that digital copyright issues need to be resolved with urgency.
1
9.1
INTRODUCTION
Copyright is a form of protection provided by the laws of the United States (title 17, U.S.
Code) to the authors of original works of authorship, including literary, dramatic,
musical, artistic, and certain other intellectual works. This protection is available to both
published and unpublished works. Section 106 of the 1976 Copyright Act generally gives
the owner of copyright the exclusive right to do and to authorize others to do the
following:
To perform the work publicly, in the case of literary, musical, dramatic, and
choreographic works, pantomimes, and motion pictures and other audiovisual
works;
In addition, certain authors of works of visual art have the rights of attribution and
integrity as described in section 106A of the 1976 Copyright Act. These rights, however,
are not unlimited in scope. Sections 107 through 121 of the 1976 Copyright Act establish
limitations on these rights. In some cases, these limitations are specified exemptions from
copyright liability. One major limitation is the doctrine of fair use, which is given a
statutory basis in section 107 of the 1976 Copyright Act. In other instances, the limitation
takes the form of a compulsory license under which certain limited uses of copyrighted
works are permitted upon payment of specified royalties and compliance with statutory
conditions.
9.2
Intellectual property laws are typically linked to a discussion of the values of intellectual
creativity and societys use of information and ideas. Nevertheless, they are
fundamentally economic measures and their implementation and enforcement can and
indeed should be evaluated in terms of their effectiveness in achieving desired market
changes. In this chapter, we do just this. The ultimate end of intellectual property laws is
to promote the creation of knowledge and useful arts. This goal, however, cannot be
achieved without incentives, which most often are economic. We examine the issue of
digital copyright by focusing on the laws intention to protect the market for copyright
owners. Therefore, any measure to enhance digital copyright has to be evaluated in terms
of how well it accomplishes this. Nevertheless, far more than the use of legal and
artificial market barriers, this chapter advocates the essential role of strategy in resolving
the copyright debate.
The most efficient allocation of resources is obtained when markets are competitive; in
other words when prices are determined by demand and supply and fully reflect the cost
of producing a good, its opportunity costs, and societys valuation for the good as well as
other uses of the same resources. To achieve maximum efficiency, the market forces
must not be inhibited by external measures such as taxes, artificial barriers to entry, and
other measures that affect the level of market power of either sellers or buyers.
Copyrights and patents seem to directly contradict this by giving authors and inventors a
limited monopoly right over production and distribution of a good. Why then do we need
to give artificial monopoly rights to authors?
The need to protect intellectual properties to the extent that we abandon competitive
market mechanisms has less to do with the fact that we value creativity so highly but
because ideas, once discovered and put into words and other physical forms, can be easily
copied, often without incurring additional effort and time. To those who believe that
human creativity belongs to humanity or society, this is an added advantage that makes
disseminating ideas easier. However, in an age of information, producing ideas has
become the most important economic activity, and ideas consume enormous resources
and time to produce. In other words, ideas and intellectual properties have become
investments that must be remunerated.
Disseminating ideas is desirable and necessary for the prosperity of a society. For
example, teaching a new and improved farming technology to neighbors increases overall
agricultural production without restricting the inventor of the new method from reaping
benefits on his/her own land by using the same technology. While ownership of physical
properties such as land must be clearly defined to prevent inefficient use, intellectual
properties are often more valuable if shared. However, once ideas are written down in
physical forms which are then traded, the ownership right of an idea and its physical
manifestations in various forms becomes an economic issue, first set forth formally in the
copyright legislation of the 16th century.
9.3
Copyright is a by-product of the mass printing process, improved literacy, and market
incentives for profits. Its statutory specifics have historically evolved in the context of the
book trade, emphasizing the property aspects over the more intellectual perspective.
In todays age of information and digital products, much fear that copyright laws which
were formulated to regulate the book trade are grossly inadequate, pointing out that
digital media are fundamentally different from the paper medium in both production and
distribution. As the printing press forced the society to re-think about intellectual
properties four centuries ago, the digital communication again compels us to reevaluate
the purpose and practice of copyright laws.
In an effort to continue to protect authors rights in the digital era, new technologies and
tools are being developed specifically to control digital communication. However, the
9.4
Despite being called property, intellectual properties are obviously quite different from
tangible properties, and therefore legal protection and prosecution based on copyright law
are substantially different from other property laws. This difference was highlighted in
the computer hacker case of U.S. v. Riggs in 1990 (Godwin 1994). The prosecution tried
to apply ITSP (interstate transportation of stolen property) (18 U.S.C. 2314) statute to a
computer hacker who made an unauthorized connection to a regional telephone operating
system, copied its emergency 911 procedure and distributed it, ultimately publishing it in
a magazine. Instead of applying copyright or trade secret laws, the prosecution used ITSP
statutes mistakenly believing that property theft law also applied to intellectual
properties. Admittedly, ITSP was wrongly applied; a law governing trade secrets
against which federal and state criminal laws have been enacted or modified to address
online casesor wire-frauds might have been better suited.
However, the Supreme Court had previously stated that copyrighted material does not
meet the scope of ITSP, which applies to tangible items. In the case of copying a
computer file, there is no physical seizure of an item or transport of that good. Simply
put, the emergency 911 file was left on the hosts computer, and only a copy was
transmitted. In this way, unauthorized copying is substantially different from a theft
protected by ordinary property statutes.
Even generic theft statutes are found to be irrelevant in the case of unauthorized copying.
Again, theft involves physically taking an object, the remedy to which may be recovering
that object. Copyright, on the other hand, does not protect the property itself, but rather
the interest of the authors, especially the market or profit interests. If a book is stolen
from a publishers warehouse, for example, property laws governing theft or stolen
property may apply, but pirated copies are not theft protected by generic theft statute.
Instead, the violation is termed infringement of the publishers interest protected by
copyright. This difference is illustrated by the fact that while stolen property is recovered,
pirated copies are destroyed. It is important to recognize that, economically speaking,
intellectual properties are not propertiesas tangible commoditiesdespite the
misleading term, and intellectual property laws do not protect the said property, but the
interests of the owners derived from the use of that propertyalthough this interest may
very well be termed as property in legal sense.
The first known copyright theft occurred when Hermodorus copied Platos speeches and
sold them overseas. Was this a crime? If there were a law prohibiting speech transcription
and selling, Hermodorus might have been a criminal. But the fact that there was no such
law indicates that Plato and his compatriots did not recognize a potential for profit in
selling the speeches. What limited the market for speeches was the lack of suitable
technology for producing copies. Even during the Middle Ages, unauthorized handcopying was an important part of monastic life. The primary utility of these literary
works was to communicate ideas to readers. Disseminating ideas through hard-working
monks was more important than any profit consideration of the authors.
When Gutenbergs printing press changed the publishing industry in the 15th century, a
larger market began to appear for printed works. With mass printing, the profit potential
from mass marketing was recognized and, almost immediately, some works were
popular enough to be pirated. The idea of proprietary ownership was quickly extended
to copies as well as to the original manuscript, hence the term copy right. At this time,
however, the property right was applied to bound copies of books, and publishers rather
than authors controlled legal rights over publication and distribution.
This is logical if we consider that books and copies were perceived to be properties of
trade, and that the first copyright laws aimed to regulate no more than the trade aspects of
book publishing. For example, the Royal Charter, given to London-based Stationers
Company in 1557, granted a monopoly right to publishers. The Royal Charter was a
precursor to modern copyright laws and established the property aspect of printed
works. Once registered and printed, a book became the property of the publisher. In this
way, what the Charter protected was the market, or the profit-making trade. The fact that
books were based on intellectual activities was not yet a consideration. Despite the
growing recognition of authorship rights and the importance of knowledge and ideas,
modern copyright laws still maintain this aspect of trade regulation.
The monopoly, however, broke down as the demand for books and regional piracy
increased substantially and the market regulation based on the Charter became ineffective
and was abandoned. By 1710, publishing and book trade was an important profit-making
activity, and interested parties demanded statutory protection of their rights to secure
markets for their properties. Englands Statute of Anne in 1710 laid down the first terms
of copyright, limited its application to fourteen years, and set out infringement penalties.
Although the Statute also professed to protect impoverished authors during the Age of
Enlightenment by signaling the assertion of their rights, the Statute met with vigorous
piracy originating in Scotland and Ireland. This prompted a series of copyright laws that
modified and strengthened the terms of copyright protection. It is also important to
remember that illegal copies became an issue only when reproduction technology became
sufficiently advanced. The invention of printing presses, photocopiers, and now digital
copying technologies has periodically brought the issue to the forefront. But the market
environment has not changed significantly, and the digital marketplace does not present
any new issues that demand a complete revision in intellectual property laws as some
have argued.
Since the Statute of Anne, three major developments have occurred in modern copyright
laws. First, the intrinsic rights of authors have become increasingly recognized. Second,
the recognition that foreign market piracy is a substantial economic issue has resulted in
international copyright agreements. And third, since knowledge became the most
important economic asset during the Industrial Revolution, modern laws have extended
their protection to all types of intellectual properties. The attempt to balance private
property rights against public benefits in order to stimulate economic development has
frequently resulted in clashes between the right of the author and the right of society.
9.5
Once an idea is attached to a physical object, for example when it has been set down on
paper, establishing the ownership of that object is a legal question that most legal regimes
are quite accustomed to dealing with. Throughout the history of copyright laws, the
ownership right to an object to which an idea is attached has been a far less contentious
issue than the question of authorship right to an idea. For example, when one wrote down
public speeches of Plato, the manuscripts belonged to the transcriber, not the author,
Plato. The former could legally duplicate and sell the speeches. Historical records do not
in fact show whether the author or the government objected to this practice or recognized
the issue of authorship at all. When authorship is not asserted, copying speeches could by
no means be considered an act of theft.
Due to the property aspect of intellectual properties, copyright laws have evolved as a
trade regulation. However, intellectual properties have characteristics unlike other
physical properties, and accordingly copyright laws are enforced differently. Damage
awards for copyright theft, for example, are based on actual and potential market loss
inflicted by the theft, not the recovery of the stolen property itself. In fact, as we have
mentioned, stolen property, i.e. unauthorized copies, are destroyed, not returned. More
importantly, ideas and knowledge have so-called public goods characteristics, where the
social gains may outweigh the private gains if freely available. At an extreme position are
those who believe that ideas cannot be possessed, confined, or exclusively appropriated.
As Thomas Jefferson said, Inventions cannot in nature be a subject of property.
Modern copyright laws accept the premise that authors, who provide contents, should be
rewarded. This represents the changing view that the main emphasis in providing
copyright protection is not just protecting the market but creating incentives.
Although the right of authors was relatively inconsequential in early copyright laws, in
the 18th century countries in Continental Europe began to advocate natural and moral
rights of creators as inalienable rights. In todays age when the expressive medium is no
longer limited to paper and proprietary characteristics have become uncertain, authorship
of an idea takes on even greater significance.
9.6
A copyright exists in any original work of authorship fixed in a tangible medium. That
medium can be almost anything, including paper, computer disk, clay, canvas, and so on.
For a work to be original, it must meet two qualifications:
(1) it cannot be copied from another work; and
(2) it must exhibit at least a small amount of creativity.
Copyright lasts for the life of the author and 70 years thereafter.
9.7
A copyright provides not just a single right, but a bundle of rights that can be exploited or
licensed separately or together. The economic rights embraced within a copyright include
the following:
10
The reproduction right (the right to make copies). For purposes of the
reproduction right, a copy of a work is any form in which the work is fixed and
from which it can be perceived, reproduced, or communicated, either directly or
with the aid of a machine. Courts have held that even the reproduction created in
the short-term memory (RAM) of a computer when a program is loaded for use
qualifies as a copy.
The right to distribute copies of the work to the public. The distribution right is
limited by the first sale doctrine, which provides that the owner of a particular
copy of a copyrighted work may sell or transfer that copy. In other words, the
copyright owner, after the first sale of a copy, cannot control the subsequent
disposition of that copy. Making copies of a work available for public
downloading over an electronic network qualifies as a public distribution.
However, neither the courts nor the Copyright Office has yet endorsed a digital
first sale doctrine to allow users to retransmit digital copies over the Internet.
The right to perform the work publicly. To perform a work means to recite,
render, play, dance, or act it, with or without the aid of a machine. Thus, a live
concert is a performance of a musical composition, as is the playing of a CD on
which the composition is recorded.
11
The right to display the work publicly. To perform or display a work publicly
means to perform or display it anywhere that is open to the public or anywhere
that a substantial number of persons outside of a normal circle of a family and its
social acquaintances is gathered. Transmitting a performance or display to such a
place also makes it public. It does not matter whether members of the public
receive the performance at the same time or different times, at the same place or
different places. Making a work available to be received or viewed by the public
over an electronic network is a public performance or display of the work.
The law distinguishes between ownership of a copy of a work (even the original
copy, if there is only one) and ownership of the copyright rights. A museum that
acquires a painting does not thereby automatically acquire the right to reproduce
it. Libraries and archives commonly receive donations of manuscripts or letters,
but they generally own only the physical copies and not the copyright rights.
Not all rights attach to all works. For example, some works, such as sculpture,
are not capable of being performed. Other works - notably musical compositions
and sound recordings of musical compositions - have rights that are limited in
certain respects. For example, reproduction of musical compositions in copies of
sound recordings is governed by a compulsory license that sets the rate at which
the copyright owner must be paid. Sound recordings, for historical reasons, long
had no right of public performance, and they now enjoy only a limited
performance right in the case of digital audio transmissions.
Even though works can be converted into mere 1s and 0s when digitized, they generally
retain their fundamental character. In other words, if the digitized work is a computer
program, it is subject to the privilege the law provides to owners of copies of computer
programs to make archival copies. If it is an unpublished work, it retains the level of
protection that attaches to unpublished works, as discussed in sections 4 and 8.
9.8
12
Copyright rights are not absolute; they are subject to a number of limiting principles and
exceptions. Those principles most relevant to the creation of a digital archive are as
follows:
a. The exception for certain archival and other copying by libraries and archives in
section 108 of the Copyright Act. Libraries and archives are permitted to make up to
three copies of an unpublished copyrighted work solely for purposes of preservation
and security or for deposit for research use in another library or archives. The work
must be currently in the collections of the library or archives, and any copy made in
digital format may not be made available to the public in that format outside the
library premises.
Libraries and archives may also make up to three copies of a published work to
replace a work in their collections that is damaged, deteriorating, or lost, or whose
format has become obsolete, if the library determines that an unused replacement
cannot be obtained at a fair price. Copies in digital format, like those of unpublished
works, may not be made available to the public outside the library premises.
Even if copying a work is not expressly allowed by section 108, it may still be
permitted under the fair-use doctrine. However, the privileges under section 108 do
not supersede any contractual obligations a library may have with respect to a work
that it wishes to copy.
b. Fair use is the copyright exception with which people are often most familiar.
Whether a use is fair depends on the facts of a particular case. Four factors must be
evaluated when such decisions are made. The first factor is the purpose and character
of the use. Among the considerations is whether the use is for commercial or for
nonprofit educational purposes. Works that transform the original by adding new
creative authorship are more likely to be considered fair use than those that do not;
however, even a reproduction can be considered a fair use in some circumstances.
The second factor is the nature of the copyrighted work. The scope of fair use is
13
generally broader for fact-based works than it is for fanciful works, and broader for
published works than for unpublished ones. The third fair use factor is the amount
and substantiality of the portion used. Generally, the more that is taken, the less likely
it is to be fair use, but there are situations in which making complete copies is
considered fair. The fourth factor is the effect on the potential market for or value of
the copyrighted work. A use that supplants the market for the original is unlikely to
qualify as fair.
Certain uses are favored in the statute; they include criticism, comment, news
reporting, teaching (including multiple copies for classroom use), scholarship, and
research. A nonprofit digital archive for scholarly or research use, for example, would
be favored by the law. However, favored uses are not automatically deemed fair, and
other uses are not automatically deemed unfair. The four factors discussed earlier
must be evaluated in each case.
c. Section 117 allows the owner of a copy of a computer program to make an archival
copy of that program. This section, however, applies only to computer programs, not
to all works in digital form.
9.9
Anyone who creates a work covered by copyright law and fixes it on a substantially
permanent medium automatically possesses the copyright. Under current laws, a
copyright is obtained as soon as a work is created and fixed in a medium. Unlike patents,
authors do not need to claim their copyright, register, publish, or give copyright notices
on their work. Forms of copyright notice are optional for works published on and after
14
9.10
U.S. Copyright Law (17 U.S.C.) grants copyright protection for works of authorship in
the following cases:
Terms of Copyright For works created in 1978 or later, the term of copyright is the
authors life plus 50 years after the authors death, and in the case of corporate-authored
works, the term is 75 years after publication or 100 years from creation. Although works
created before 1978 were governed by different laws, such works were given a term of 75
years from their creation.
9.11
15
1) Works are not protected if they are not fixed on a sufficiently permanent
medium. This requirement is lax enough to include hand-written or typed
documents as fixed forms of authorship.
2) Only original works are protected. The originality requirement is also fairly
flexible. Unlike patents, works dealing with the same subject or idea can be
copyrighted as long as each work has a minimum degree of originality.
3) When works incorporate pre-existing material, only the original portion is
covered by the copyright. If a journal contains articles copyrighted by individual
authors, the act of collection is copyrighted as the original work.
4) Facts cannot be copyrighted. Therefore, compilations of names and address that
are publicly available, such as the telephone book, cannot be copyrighted. To
copyright such material and databases, copyright law requires a certain originality
in selection, organization, and arrangement of the data. Even then, only the
original aspects are protected; the facts still ar not. Alphabetical ordering is not
considered original. Similarly, expressions that have become standard techniques
for creating a particular type of work are in the public domain.
5) Works in the public domain are not protected. Works can enter the public domain
when their copyright expires. However, due to changing copyright laws, a careful
evaluation is needed to determine whether a work is in the public domain. For
example, previously a failure to renew or to give proper copyright notice resulted
in the loss of a copyright. However, new laws do not require copyright renewal.
Also, works created after March 1, 1989, do not need to include copyright notice,
registration, or deposit to be protected under copyright law. Moreover, certain
advantageous remedies are only available for infringements that occur after
registration and deposit. Because of the Berne Convention, these formalities are
not applicable to foreign nationals, and probably will have to be removed entirely
from U.S. law before it is in full compliance with the Convention.
6) If a work is created by U.S. governments, it is automatically in the public domain
since government works cannot be copyrighted. However, this only applies to
federal governments. State governments can copyright their documents. Laws and
legislation of both federal and state governments may not be copyrighted. The
16
9.12
GUIDING PRINCIPLES
Balance in Copyright Law: Copyright law must serve the public interest by
providing a reasonable balance between the rights of copyright owners and the
rights of citizens to reasonable access to copyrighted works.
Primacy of the Copyright Act: The rights granted to users of copyright content
by the Copyright Act must not be allowed to be unilaterally overridden by
contract. The contractual licensing of copyright works does not replace or fully
achieve the public policy objectives of copyright law.
The Right to Read: Individuals must retain the right to read lawfully obtained
copyright content.
The Right to Lend: The non-profit public lending of legally obtained copyright
content is one of the cornerstones of a democratic society and must be permitted
to continue irrespective of the format of the content.
Privacy: The right of individuals and institutions to retain their privacy relating to
choice of reading or research content must be protected.
17
9.13
Our analysis based on product characteristics reveals that many types of products may
actually make the copyright protection issue null and void, turning their vulnerability of
easy modification into a means to increase profit through product differentiation. Clearly,
a tight control over all aspects of copyrights is not always most efficient. If the result is
the creation of complacent regulated monopolists, it may instead fail to give incentives to
producers to update information or to develop interactive and innovative products. Also,
from the consumers point of view, personal arbitrage via reselling is an important
leverage against sellers price discrimination. A more balanced approach can only be
achieved after considering all the economic implications in the market. For a practical
and viable solution for copyright protection in the digital world, sellers and policymakers need to consider the unique types of products and consumer usage. Depending on
its type, some products may need more protection than others.
Interactive service providers clearly represent one end of the extreme with the least
concern for copyright infringement. In actual fact, these services may not have applicable
copyright protection in the first place. Among non-interactive products, time-dependent
products represent the bulk of the primary information products available on the Internet.
For these products, digital copyright does not need to be much different from non-digital
copyright since the incentive for distribution is minimal, and because, even if there is
some incentive, its effect on market will not be too great. Similarly, single-use products
such as search results are personalized and situation-specific, and therefore of little value
18
to other people except the buyer. Other information products that are more valuable if
few people have them will not be shared at all.
On the opposite end of the extreme are music, software and computer games. Digital
copyright protection is critical for these time-independent, multi-use products.
Nevertheless, sellers can still change consumer usage of these products so that they
become time-dependent. As is evident in the physical product world, frequent updates
and releases of new and improved versions help this process. Similarly, with some
effective but not too cumbersome technologies, short-run duplication can be prevented.
The current reluctance of content owners to digitize their products and sell them on the
Internet has more to do with lack of technologies and security in transmission speed,
payment system, and other market services, than with concern about copyright. In sum,
an extensive revision of copyright laws is not warranted when product strategies based on
consumer behaviors are implemented.
A separate issue exists in case of computer software. The gist of the issue is whether
copyright or patent protection is more suitable to software. In general, the consensus
seems to be that copyright is the most effective means to protect software. However,
some software has been recognized as being used to bring new and useful functions that
can be protected by patents. The debate involves comparing a number of different factors.
Copyright applies immediately while a patent takes time to establish and is quite
expensive to obtain. Also, a patent requires a great deal more in terms of originality than
does a copyright. As a result, the protective right granted under patent law is in general
stronger than that obtained under copyright law. This said, current laws are inadequate to
deal with many facets of computer software and some argue in favor of a new mechanism
to protect software (see Samuelson et al. 1994). The industry practices attempt to sidestep
the whole issue of copyright versus patent protection for software by heavily using
licensing agreements instead of sales to distribute the product. Through licensing,
software vendors maintain the ownership of the product and can impose various
restrictions regarding the use of their products. A proper legal protection for software
would represent a legitimate instance to re-think copyright laws for electronic commerce.
19
9.14
SUMMARY
Copyright in the digital age has become one of the hottest issues affecting the future of
electronic commerce. In the first place, the majority of digital products fall into the range
of expressions protected by copyright law. An estimate by a computer software
organization, although it has an obvious bias, puts the cost of piracy on and off the
Internet at several billion dollars a year. An international effort to strengthen existing
copyright laws was undertaken in December 1996 in Geneva for the first time in 25 years
organized by the World Intellectual Property Organization, a United Nations agency in
charge of the Berne Convention. On the other hand, the culture of the Internet as a free
and unregulated communications medium has produced a strong counter-argument for
increased public access to information. Consumer groups and a coalition of the free
information movement criticize that the new copyright laws could retard the growth of
the Internet and jeopardize the very future of electronic commerce they intend to protect.
In this chapter, our focus has been to emphasize the economic significance of copyright
protection. The ease in reproduction and distribution of any digital product has given rise
to widespread legal and technical issues. In response, copyright laws are already
reinterpreted and revised, while sophisticated technologies are being developed to control
many aspects of the transmission and usage of digital products. However, since the
ultimate goal of the copyright statute is to protect the market, and thus the remuneration,
of a copyrighted work, any legal or technological solution should be evaluated in terms of
how well it protects the market. Under that criterion, we found that certain product choice
strategies such as differentiation and customization naturally discourage consumers from
unauthorized reproduction and distribution of a digital product. Market driven solutions
such as these avoid the use of legal and artificial market barriers, a fact that is desirable in
terms of market efficiency.
9.15
KEYWORDS
Copyright: Copyright is a form of protection provided by the laws of the United States
(title 17, U.S. Code) to the authors of original works of authorship, including literary,
dramatic, musical, artistic, and certain other intellectual works.
20
DIGITAL COPY RIGHT: A copyright provides not just a single right, but a bundle of
rights that can be exploited or licensed separately or together.
ITSP : Interstate transportation of stolen property
IPR: Intellectual Property Right
9.16
1.
What is digital copyright? How digital copyrights are more useful in current
scenario?
2.
3.
Discuss the principles that guide the recommendations for copyright laws and
forums.
4.
5.
9.17
SUGGESTED READINGS
***************
21
LESSON: 10
INTRANET AND SUPPLY CHAIN MANAGEMENT
Subject: E-Commerce
STRUCTURE
10.0
Objective
10.1
Introduction to Intranet
10.2
Advantages of Intranet
10.3
Disadvantages of Intranet
10.4
10.5
10.6
10.7
10.8
10.9
E-Marketplace
10.10
10.11
10.12
10.13
10.14
10.15
Summary
10.16
Keywords
10.17
10.18
Suggested Readings
10.0
OBJECTIVE
Supply chain has been viewed as an inflexible series of events that somehow managed to
get products out the door. It often involved questionable inventory forecasts, rigid
1
manufacturing plans and hypothetical shipping schedules. Intranet and internet enhances
supply chain performance and supply chain is crucial to e-commerce success. As the
supply chain evolves in the information age, the Internets capability to support tight
coordination between business and channel partners.
10.1
INTRODUCTION TO INTRANET
Intranets as such are not a new idea. In fact, some of the most commonly used Internet
applications-such as bulletin boards (BBSs) and commercial access services such as
America OnLine (AOL)-are, in effect, large-scale intranets. That is, they link designated
groups of users whose access to a given Internet site is determined by password or other
user-recognition mechanisms. For example, each AOL subscriber has an individual
account for which a password is established to control access. The password system
enables users to pick and choose Internet features that interest them, to contract for
services on an individual basis, and to engage in a number of Web-based transactions. On
the other side of the equation, the system allows commercial service providers to track
subscribers usage and maintain account and billing information.
10.2
ADVANTAGES OF INTRANET
A dynamic space that enables local and global groups to collaborate and do
business efficiently and effectively.
Low deployment and maintenance costs. The intranet uses the existing
architecture of the web.
ease of publishing
ease of use
people friendly
scalability
easiness of developing
3
based on standards
easy to change
easily customized
10.3
DISADVANTAGES OF INTRANET
In-spite of many advantages, the disadvantages of intranet also exists. These are as under:
Collaborative applications for intranets are not as powerful compared to the ones
offered by traditional groupware -Here it may be said that intranets do not have
built- in data replication or directory services for remote users, where as
groupware packages such as Lotus Notes do.
Short term risk -There are limited tools for linking an intranet service to databases
or other back-end mainframe-based applications. Programming standards for the
web such as common gateway interface (CGI) and java, are fairly new and just
maturing.
Less backend integration -With intranets, firms have to set up and maintain
separate applications such as e-mail and web servers, instead of using one unified
system as with groupware.
The advantages as could be seen outweighs the disadvantages and hence useful for many
types of applications.
10.4
lack-lustre performance from many of the Wests blue chip corporations. Suddenly the
inefficiencies of the very corporations that had both spearheaded and epitomized postwar capitalist development were exposed: corporations such as Ford, General Motors and
IBM were found seriously wanting as they were comprehensively out-manoeuvred by an
emerging group of Asian rivals. The surrounding economic malaise across western
Europe and North America was bad enough. However what was particularly alarming for
corporations and governments alike was that the ground rules of industrial organisation
appeared to be shifting. Specifically, the underlying premise that vertically integrated
corporations constituted the elemental unit of dynamic and prosperous economies was
shown to be erroneous. This fallacy had important implications. It is therefore important
to understand its origin and arguably this may be traced to two largely misunderstood
relationships.
In fact, tasks can potentially be distributed across the social division of labour in many
different permutations; the vertically integrated giant corporation was just one of the
myriad possibilities. Nevertheless, until the mid-1980s, it increasingly dominated every
facet of the production process. While in one sense entirely arbitrary, the vertically
integrated corporation provided a wholly appropriate vessel for production at a certain
stage in the development of the technical division of labour; it did for example create the
scope for substantial economies of scale. Such an arrangement was not however without
its drawbacks. Specifically, sizeable costs surrounded the coordination of different tasks.
These derived from many sources: inventories, unavoidable down time, the management
of a diverse skills base, and so on. Particularly during the 1970s, the balance between the
costs and benefits of production within the context of the giant corporation shifted.
Increasing
upon the computer electronics industry and those with the wherewithal to design state-ofthe-art air conditioning systems. Add to this the new disciplines of ergonomics, high level
safety and digitalized sound, and the growing complexity of the production process
surrounding the motor car becomes apparent. This rapid increase in the number of tasks
is mirrored across the majority of product lines and it amounts to a significant elaboration
of the technical division of labour. For the vertically integrated corporations however,
this process created enormous challenges. Concomitantly, the fixed costs associated with
integrated production processes have risen to prohibitive levels. For these reasons alone,
the viability of the vertically integrated corporation was called into question.
divisions of labour were far more closely aligned and rather than co-ordination by the
visible hand of management (with all the implications for inventories, down-time, etc.),
there was scope for near-market forms of governance. Thus the production system was
far closer to that of (B) in Figure 10.1. It could therefore draw upon an elaborate technical
division of labour without the gross inefficiencies that would have surrounded full
vertical integration. Moreover, because it was able to use effectively the full range of
potential inputs, end products tended to be highly innovative. On the basis of both cost
and new product development (NPD), the new production system therefore outperformed the established order.
Radical Restructuring
The restructuring that has occurred has been truly radical. Apart from anything else, it has
compelled firms to engage proactively in both the creation and management of viable
supply chains. This in itself has engendered a whole new set of challenges: it is wrong to
assume either that suitable supply chain partners simply exist or that managing
relationships so as to effect cost savings and innovation is straightforward. Supply chain
relations may be managed in innumerable ways depending on the nature of the
production process and the underlying competitive position: thus the form and nature of
buyer-supplier relationships in the food industry differ substantially from those in
Some experts distinguish supply chain management and logistics management, while
others consider the terms to be interchangeable. From the point of view of an enterprise,
the scope of supply chain management is usually bounded on the supply side by your
suppliers suppliers and on the customer side by your customers customers. Supply
chain management is also a category of software products.
Information: Integrate systems and processes through the supply chain to share
valuable information, including demand signals, forecasts, inventory and
transportation.
10
Following the traditional approach, no matter how good the product, the first step is to
get the supply chain in order. Next, a business must hire a seasoned purchasing manager
to aggressively deal with material and service providers so that costs can be brought in
line. Then the enterprise must find dynamic sales and marketing personnel to drive
finished product into the hands of the consumer. Tweak the system every now and then
and watch while product flows out and profits flow in. That is basically how things have
worked in the past; businesses maintain heavily push-driven, sequential supply chains,
based on fundamentally adversarial relationships with their suppliers. Success hinges on
out manoeuvring, outperforming, and outwitting everyone perceived as competition.
Although this may be the traditional approach, its not the only way. A lot of forwardthinking companies are beginning to look at an approach that defies convention. The new
approach involves making allies of suppliers and customers alike, embracing them in
value nets instead of coercing them into precarious supply chains. Many consider this the
next evolution in the supply chain. This emerging value net business model starts from
the premise that a better product is no longer your ticket to success, but merely your entry
fee into the game. In fact, if a business puts a better product at the centre of its efforts,
this strategy demonstrates that the company has missed the point of the value net
approach altogether. The idea is to put customer priorities at the centre and design the
value net around them. Moreover, it is important to recognize that customer priorities
stem not from some amorphous group called the customers, but from individuals that
have unique needs and wants. Where the traditional supply chain would push out a fixed
line of one-size-fits-all items, hoping that customers would buy them, the value net in
contrast allows unique customers to choose product or service attributes that they value
the most; in effect, to design their own product. Then the value net configures itself, its
suppliers, its manufacturing services, and its delivery capabilities to meet the needs of
each customer or at least of each customer segment. It differentiates itself to supply onesize-fits one or customized products for each customer or customer grouping. It leverages
operations and customer choice to drive strategic advantage.
10.5
11
An ability to source raw material or finished goods from anywhere in the world
The ability to manage information not only within a company but across
industries and enterprises
10.6
Supply chain management (SCM) is the combination of art and science that goes into
improving the way your company finds the raw components it needs to make a product or
service and deliver it to customers. The following are five basic components of SCM:
Plan This is the strategic portion of SCM. You need a strategy for managing all
the resources that go toward meeting customer demand for your product or
service. A big piece of planning is developing a set of metrics to monitor the
supply chain so that it is efficient, costs less and delivers high quality and value to
customers.
Source Choose the suppliers that will deliver the goods and services you need to
create your product. Develop a set of pricing, delivery and payment processes
with suppliers and create metrics for monitoring and improving the relationships.
And put together processes for managing the inventory of goods and services you
receive from suppliers, including receiving shipments, verifying them,
12
Make This is the manufacturing step. Schedule the activities necessary for
production, testing, packaging and preparation for delivery. As the most metricintensive portion of the supply chain, measure quality levels, production output
and worker productivity.
Deliver This is the part that many insiders refer to as logistics. Coordinate the
receipt of orders from customers, develop a network of warehouses, pick carriers
to get products to customers and set up an invoicing system to receive payments.
Return The problem part of the supply chain. Create a network for receiving
defective and excess products back from customers and supporting customers
who have problems with delivered products.
10.7
The objective of supply chain management is to provide a high velocity flow of high
quality, relevant information that will enable suppliers to provide an uninterrupted and
precisely timed flow of materials to customers. However, unplanned demand oscillations,
including those caused by stockouts, in the supply chain execution process create
distortions which can wreck havoc up and down the supply chain. There are numerous
causes, often in combination that will cause these supply chain distortions to start what
has become known as the Bullwhip Effect. While the devil is usually buried in the
details, as is the case here, the most common general drivers of these demand distortions
are:
Customers
Promotions
Sales
Manufacturing
Policies
Processes
Systems
Suppliers
13
This unplanned for demand results in a disturbance or lump of demand, which may be
a minor blip for any one customer, oscillates back through the supply chain often
resulting in huge and costly disturbances at the supplier end of the chain. Often, these
demand oscillations will launch a mad scramble in manufacturing with the need to
acquire and expedite more raw materials and reschedule production. The Bullwhip
Effect has in the past been accepted as normal, and in fact, thought to be an inevitable
part of the order-to-delivery cycle. Yet, the negative effect on business performance is
often found in excess inventories, quality problems, higher raw material costs, overtime
expenses and shipping costs. In the worst-case scenario, customer service goes down,
lead times lengthen, sales are lost, costs go up and capacity is adjusted. An important
element to operating a smooth flowing supply chain is to mitigate and preferably
eliminate the Bullwhip Effect.
Understand The Causes It is important for management to understand the causal factors
that create supply chain oscillations. Here are some examples:
How does sporadic sales promotions impact demand patterns, cost and margins?
Many companies that conduct sales promotions that effect current inventory and
the supply pipeline do not understand the impact, on a quantitative and qualitative
basis, of what their sales promotion policies and practices actually do. After
gaining a complete and accurate understanding of what sales promotions do for
you vs. what sales promotions do to you, most companies are left with the need to
answer the question, What sales promotion policies and practices should we
change? A common complaint from the manufacturing side of the business, and
a common reason for severe demand distortions that cause supply chain
oscillations, are un-forecasted and unknown sales promotions. These unplanned
for sales promotion events ripple throughout the supply chain creating excess
costs which border on the incalculable.
14
Does your sales incentive plan contribute to demand distortions? Sales targets,
quotas and commission accelerators when applied to an extended quota period,
such as three months, will often cause demand distortion. Management needs to
examine the rationale for sales incentives to be based on shorter-intervals rather
than three months or longer. Typically, shorter measurement periods promote a
smoothing of demand resulting in decreased ordering lumps resulting in a
dampening of the Bullwhip Effect.
Are you the victim of false orders and subsequent cancellations? Two common
causes for false orders are:
1. The customer does not have confidence in your ability to rapidly and
reliably supply product. In other words, your customers do not believe
you will ship their orders on-time. As a result, customers will hedge by
placing higher than projected demand on the manufacturer in the hope
they will receive what they need, when they need it and then, when
product availability is considered satisfactory, cancel the balance of
future orders. These false orders often result in excess purchased
material in inventory and in the pipeline as well as underutilized
capacity.
2. Sales personnel who will not meet their quota for a time period that
would accelerate commissions and qualify them for a bonus, will often
have added or change orders placed by a cooperative customer to
achieve quota. The customer in turn may later cancel, or return, part or
all of the order, as well as expect some concessions and/or special
treatment from the salesperson in the future for providing the
service.
15
capabilities, and the resultant associated costs, it may be time to examine your
freight incentive practices.
Have you developed partnerships based on trust with your customers? With
distributors often leery of a manufacturers ultimate intentions, especially with the
possibility the distributor will be removed from the sales chain, and, the
manufacturer selling directly to end-users, there is no desire to frequently share
customer volumes, demand patterns and inventory positions. On the other hand,
this mistrust contributes to demand oscillations, stockouts, higher inventories and
lost sales for the manufacturer and distributor. Developing a workable and
effective solution is essential. For whatever individual or combination of causes
that create demand surges and oscillations, these lumps of demand explode out
through your supplier network and their supplier network often extending leadtimes due to unexpected, and often false, increases in demand. Then, the supplier
network may not be able to get raw material in a short enough lead time which
reverses in the supply chain as it causes theirs and your delivery lead time to
lengthen. Then, the product manufacturer tells their distributors who tell their
dealers that lead-times have increased due to supply problems.
The Bullwhip Effect is now traveling the other way - down the supply chain.
And, it may get worse with another Bullwhip Effect going up the chain again as
longer lead times cause customers replenishment planning systems to kick-out
new, and very often, false demand for future supply coverage. This new surge in
demand often causes decisions to be made that will increase capacity
unnecessarily as the demand ultimately dissipates. As unnecessary demand
variability complicates the supply chain planning and execution processes the
following undesirable effects increase in their severity as they negatively impact
operating performance.
16
Minimize the cycle time in receiving projected and actual demand information.
Establish the monitoring of actual demand for product to as near a real time basis
as possible.
Eliminate inventory replenishment methods that launch demand lumps into the
supply chain.
Eliminate incentives for customers that directly cause demand accumulation and
order staging prior to a replenishment request, such as volume transportation
discounts.
Minimize incentives promotions that will cause customers to delay orders and
thereby interrupt smoother ordering patterns.
17
Even the most modern of Supply Chain Management systems, with all the bells and
whistles, cannot automatically stop the Bullwhip Effect. Its a demand management
process problem with very broad implications because it often encompasses policies,
measurements systems, practices and, in some cases, the very core of an organizations
value and belief system. However, the degree of negative effect it can have on sales,
market share, cost and profits can be enormous. Certainly, a tough but very necessary
problem to solve.
10.8
18
partners. Yet, even today, a typical supply chain is too often a sequence of disconnected
activities, both within and outside of the organization. To remedy this situation, it is
important that an organization and its suppliers, manufacturers, customers, and other
third-party providers engage in joint strategic planning and operational execution with an
eye to minimizing cost and maximizing value across the entire supply chain.
A supply-chain encompasses all activities and information flows necessary for the
transformation of goods from the origin of the raw material to when the product is finally
consumed or discarded. This typically involves distribution of product from the supplier
to the manufacturer to the wholesaler to the retailer and to the final consumer, otherwise
known as nodes in the supply-chain. The transformation of product from node to node
19
While each firm can be competitive through improvements to its internal practices,
ultimately the ability to do business effectively depends on the efficient functioning of
the entire supply-chain. For example, a wholesalers inability to adequately maintain
inventory control or respond to sudden changes in demand for stock may mean that a
retailer cannot meet final consumer demand. Conversely, poor sales data from retailers
may result in inadequate forecasting of manufacturing requirements.
However, it is not simply about passing information from one node in the supply-chain to
the next. The dispatch and distribution functions need to work effectively as well, so
movement of product from one node to another happens in a timely manner and meets
production scheduling.
All that said, there can be little point trying to improve your bottom line through
transforming your own business without similar changes to the way your supply chain as
a whole is functioning. That is, there needs to be consistency between individual
business objectives and the objectives of the supply-chain, and access to information in
order to provide visibility of data flows.
Collaboration
Technology solutions can support greater data visibility and integration of dispatch and
distribution with production scheduling.
Collaboration means firms share information in an accurate and timely manner so all
businesses in the supply-chain can adequately plan forward inputs and outputs, dispatch
product, manage risk and maximize return on investment. This improves the overall
functioning of the supply-chain and ultimately the individual firms bottom line. The key
20
10.9
E-MARKETPLACE
21
The answers to these questions lead to just one logical outcome the rise and eventual
domination of private e-marketplaces. Private e-marketplaces (whether consortium-based
or centred around a single, large supplier) will dominate in the future because they have
the capacity to co-op existing channel partners (distributors, retailers, service centres,
sales representatives) rather than exclude them. Buyers will benefit from this because
they will receive greatly improved service before and after the sale, while realizing the
kinds of transactional efficiencies the public marketplace promised. Ultimately, private emarketplaces will dominate because they provide greater control over branding,
marketing, and transaction data that ensures long-term customer satisfaction. This is not
to say that public marketplaces will disappear. The public e-marketplaces will become
merely another sales channel for the suppliers, instead of the one and only distribution
channel.
10.10
Now that the hype is over, it is time to look at what the Internet does or makes capable
from a practical point of view. In a nutshell, the Internet is a unique medium that allows
fast, two-way, secure communication. What makes the Internet different from electronic
data interchange (EDI), a technology that has been around for more than 20 years?
Essentially, the Internet performs the same function as EDI at a fraction of the cost.
Moreover, it has capabilities that EDI does not possess, namely, real-time versus batch
processing, transmission of unlimited data types including graphics, forecasts and
22
Prior to making any investment in B2B e-commerce, a company has to identify the value
created and the effort required for implementation under each of these categories. The
relative position of these categories will not be the same for all firms but will vary based
on the supply chain strategy and competitive environment. A company must tailor ecommerce implementation to support categories where the value created is high relative
to the cost of implementation. Transaction changes are those costs incurred during the
process of completing a transaction. This includes the cost associated with handling
proposals and quotations, processing orders, staffing the procurement function, operating
the call centre, and so on. Traditional channels of communication such as phone and fax
require high staffing levels on both the buyers and the sellers side. They also typically
have high error rates because of multiple data entries. As companies move towards
electronic processes, error rates decline, fewer staff are needed to process orders, and
order placement speeds up, leading to lower overall transaction costs. Companies using
EDI already have achieved many of the benefits in this category. Given the high set-up
cost and proprietary nature of EDI, however, they have only established links with their
largest suppliers and or customers. The Internet with its open access and lower cost of
participation allows all participants the opportunity to reduce transaction charges. In
addition, the Internet allows real-time processing and electronic data retrieval and
23
storage, which are essential components to reduce order cycle time. Market efficiencies
offer two avenues for a company to extract value:
the ability to match surplus capacity in its supply chain with unmet demand.
The Internet offers an opportunity in both instances. The Internet facilitates the
aggregation of orders across all divisions of a company and makes it easier to bring in
more potential suppliers for the bidding process. This translates into a better price for the
buyer because of increased volumes and greater competition. B2B e-commerce also
provides a mechanism by which a company can move its demand across suppliers based
on available capacity. In the past, suppliers may have had idle capacity while original
equipment manufacturers (OEMs), with unfilled demand, were searching elsewhere. A
better matching of available capacity and demand provides value by improving the
utilization of available capacity. Supply chain activities include the flow of information,
materials and finances between different stages of a supply chain from suppliers to
customers. When different stages of the supply chain plan locally without sharing
information, the result is the bullwhip effect, whereby small fluctuations in consumer
demand lead to large fluctuations at the manufacturer and supplier. In some supply
chains, orders to suppliers can fluctuate 10 to 20 times more than orders placed by the
ultimate customer. The increased variability leads to long supply lead times, excess
capacity, high transportation and warehousing costs, large inventories and dissatisfied
customers. B2B e-commerce can create value in a supply chain at two levels. First, by
increasing visibility across the supply chain, the Internet can help dampen the bullwhip
effect. The resulting decrease in variability allows a supply chain to improve customer
service while reducing costs. Second, the Internet can provide value from increased
collaboration. Collaboration is the ability of different stages of the supply chain to make
decisions on product design and introduction, pricing, production and distribution that
will allow all partners to participant. For example, a major North American retailer and
one of their key manufacturers increase visibility when the retailer shares point-of-sale
data. However, the partners only realize full value when they use this information, along
24
with capacity information at the manufacturers facilities to decide the best timing for
promotions and resulting production plans. If decisions are made independently, the
retailer may run the promotion at a time when production costs for the manufacturer are
the highest. Through collaboration, constraints on both sides are considered in
determining a schedule that maximizes profits. The Internet also facilitates collaborative
product design. This is a key capability planned for the automotive industry exchange
operated by major carmakers. Currently, CAD drawings of product components are
designed by engineers in one country, distributed by courier to engineers in another
country, and then finalized at a joint meeting in a country somewhere in between! B2B ecommerce promises a virtual product workplace where engineers can collaborate with
suppliers and customers in real-time from their desks, saving cost while speeding up
product development cycles and time to market.
10.11
The performance of a supply chain is evaluated by how it reduces cost or increases value.
SCM performance monitoring is important; in many industries, the supply chain
represents roughly 75 percent of the operating budget expense. Three common measures
of performance are used when evaluating SCM performance:
Responsiveness focuses on reduction in both inventory costs and missed sales that
comes with a faster, more flexible supply chain. A responsive firm is proficient in
an uncertain market environment, because it can quickly adjust production to
meet demand.
Effectiveness of the supply chain relates to the degree to which the supply chain
creates value for the customer. Effectiveness-focused supply chains are called
value chains because they focus more on creating customer value than reducing
costs and improving productivity.
25
To examine the effect of the Internet and electronic commerce on the supply chain is to
examine the impact the Internet has on the efficiency, responsiveness, effectiveness, and
overall performance of the supply chain.
10.12
The primary advantages of Internet utilization in supply chain management are speed,
decreased cost, flexibility, and the potential to shorten the supply chain.
Speed: A competitive advantage accrues to those firms that can quickly respond
to changing market conditions. Because the Internet allows near instantaneous
transfer of information between various links in the supply chain, it is ideally
suited to help firms keep pace with their environments. Many businesses have
placed a priority upon real-time information regarding the status of orders and
production from other members of the supply chain.
Cost decrease:
decreasing the use of paper and labor, reducing errors, providing better tracking of
purchase orders and goods delivery, streamlining ordering processes, and cutting
acquisition cycle times.
Flexibility: The Internet allows for custom interfaces between a company and its
different clients, helping to cost-effectively establish mass customization. A
manufacturer can easily create a custom template or Web site for a fellow supply
chain member with pre-negotiated prices for various products listed on the site,
making re-ordering only a mouse click away. The information regarding this
transaction can be sent via the Internet to the selling firms production floor and
the purchasing firms purchasing and accounting departments. The accuracy and
reliability of the information is greater than the traditional paper and pencil
transaction, personnel time and expense is reduced, and the real-time
dissemination of the relevant information to interested parties improves
26
Shortening the supply chain: Dell computers has become a classic example of
the power the Internet can have on a supply chain. Dell helped create one of the
first fully Internet-enabled supply chains and revolutionized the personalcomputer industry by selling directly to businesses and consumers, rather than
through retailers and middlemen. In mid-1996, Dell began allowing consumers to
configure and order computers online. By 1998, the company recorded roughly $1
billion in pure Internet orders. By reducing sales costs and attracting customers
who spend more per transaction, Dell estimates that it yields 30 percent greater
profit margins on Internet sales compared to telephone sales.
10.13
Negative
features
of
an
Internet-integrated
supply
chain
include
increased
27
on various members of the supply chain can have disastrous consequences if these
supply chain members are unable to handle the functions assigned to them.
The costs of implementation: Implementation of a fully-integrated Internetbased supply chain is expensive. This expense includes hardware cost, software
cost, reorganization cost, and training costs. While the Internet promises many
advantages once it is fully integrated into a supply chain, a significant up front
investment is needed for full deployment.
10.14
Many SCM applications are reliant upon the kind of information that is stored in the most
quantity inside ERP software. Theoretically you could assemble the information you need
to feed the SCM applications from legacy systems (for most companies this means Excel
spreadsheets spread out all over the place), but it can be nightmarish to try to get that
information flowing on a fast, reliable basis from all the areas of the company. ERP is the
battering ram that integrates all that information together in a single application, and
SCM applications benefit from having a single major source to go to for up-to-date
information. Most CIOs who have tried to install SCM applications say they are glad they
did ERP first. They call the ERP projects putting your information house in order. Of
course, ERP is expensive and difficult, so you may want to explore ways to feed your
SCM applications the information they need without doing ERP first. These days, most
ERP vendors have SCM modules so doing an ERP project may be a way to kill two birds
28
with one stone. Companies will need to decide if these products meet their needs or if
they need a more specialized system.
Applications that simply automate the logistics aspects of SCM are less dependent upon
gathering information from around the company, so they tend to be independent of the
ERP decision. But chances are, youll need to have these applications communicate with
ERP in some fashion. Its important to pay attention to the softwares ability to integrate
with the Internet and with ERP applications because the Internet will drive demand for
integrated information. For example, if any body want to build a private website for
communicating with his customers and suppliers, he will want to pull information from
ERP and supply chain applications together to present updated information about orders,
payments, manufacturing status and delivery.
10.15
SUMMARY
The Internet provides a tool that allows supply chain activities to be carried out in a
synchronized, instantaneous manner, facilitating maximum supply chain performance.
The positive benefits of integrating the Internet into management of the supply chain
generally outweigh the risks and associated costs, and firms who have completed such
integration hold a current competitive advantage over those that have not. Internet
deployment is not a means to an end in and of itself, but is rather a supply chain
management tool that can be used to improve customer satisfaction, reduce costs, smooth
production flows and shorten cycle times.
Business-to-business exchanges are developing in nearly all industries and take the form
either of seller-centric, Web-centric or true exchanges in which many sellers have access
to many buyers. The narrow view of using the Internet for SCM is that of integrating a
customer and several vendors in full communication of formerly confidential
information. In this form, vendors have access to customers needs based on the
customers current state of business that includes production capabilities (i.e. the rate at
which the customer will use the material it already has in inventory), orders pending,
forecast sales for the immediate and short-term future, and even forecasts for the longterm so that vendors also can better plan their own needs.
29
This is difficult for businesses to share with outsiders; should competitors become aware
of such proprietary information the results could be devastating. Organizations striving to
achieve optimum SCM through the use of the Internet necessarily will need to have
absolute confidence in their suppliers and others involved in the supply chain. However,
this is not far from the level of trust required to operate under a JIT system. Any
manufacturer depending on its vendors to ship when existing inventories reach a
predetermined level have already entrusted those vendors with significant responsibility
for its success. Using the Internet for the same purpose does not represent a major
paradigm shift in belief systems, only the ability to operate the same systems within a
different setting.
10.16
KEYWORDS
10.17
1.
2.
3.
4.
5.
6.
7.
What do you mean by Bullwhip Effect? How it can minimized by using SCM?
30
10.18
SUGGESTED READINGS
Kalakota, Ravi and Whinston, Andrew B. Electronic Commerce A Managers
Guide, Pearson Education, Inc.
*****************
31
LESSON: 11
INTRANETS AND CUSTOMER ASSET MANAGEMENT
Subject: E-Commerce
STRUCTURE
11.0
Objectives
11.1
11.2
11.3
11.4
11.5
11.6
Summary
11.7
Keywords
11.8
11.9
Suggested Readings
11.0
OBJECTIVES
The motive of this chapter is to present an introduction to intranet and customer asset
management and within that framework the key basic concepts, implementation
challenges, sales force automation issues, its benefits for the business organizations,
customer service support and services, and marketing strategies using technology in the
customer asset management are discussed.
Describe the role of online sales force in enhancing the sales productivity.
Discuss the management issues related to customer asset management.
Describe marketing strategies related to technology.
11.1
Organizations in usual supply chain management systems mainly focus on the basic
operations and do not take care of customer demand which is an important element for
pull supply chains as it leads to customer satisfaction. Customer satisfaction can be
achieved through effectively integrating the information related to marketing, sales and
customer service activities with the functions like manufacturing and distribution, and by
replacing the traditional system with new technology based approaches. Customer
satisfaction is as important as marketing itself. However, the use of technology can be a
strategic issue for any organization to manage its customers by adding value to every
customer interaction. This customer interaction strategy finally takes the form of
customer asset management.
Kalakota and Whinston define Customer Asset Management as the integration of the
front-line activities in a supply chain namely sales, market intelligence gathering and
customer service to act in a coordinated manner rather than pulling in different
directions. It is based on the premise that customers are the most valuable asset of any
business and each interaction with the customer should be viewed critically and must add
value.
The intranet for Customer Asset Management provides a range of platform independent
services and facilities tailored to the varying needs of Customers, company managers and
others within a secure online web-based environment. The intranet serves a potential user
base of millions of individuals, local authorities and a wide range of associated interests.
An organization can create, within its virtual boundaries, a manageable, secure version of
the World Wide Web, which can be used to provide its users with access to a specified
range of applications and services. Certain agreed elements of an intranet can also be
made available as appropriate to specific outside interests in the form of extranet
facilities.
11.2
The prime objective of business organizations is to use required technology to add value
to customers interaction, customer service and produce revenue growth. Companies are
emphasizing and embracing customer asset management as a Revenue growth strategy
for maximizing the value of customer relationships and satisfaction.
3. Online Customer Service and Support: Online customer support services are
increasingly becoming an area for competitive advantage. The customer is most
concerned about an interruption in the service that they expect from the product
and their worries can be specified into following areas: reliability, service
dependability, and maintenance. In order to provide the most effective online
support, a supplier must identify the services that customers value most and their
relative importance.
4. Marketing Management:
Customer asset management is to satisfy real customer needs. Value for the customer is
built on an in-depth understanding of customers needs, which leads to the personalized
delivery of value and the building of customer loyalty. Customer asset management
duties include acting as a single point of contact, developing customer relationships,
understanding customers decision making, identifying business opportunities, providing
competitive intelligence, negotiating sales, and orchestrating customer service.
made effective by understanding the following conditions strategically that only a few
organizations meet.
collection of this information. Opportunities can also be provided to partners with other
companies to share information for mutual benefit.
Customer asset management system also requires strong coordination across various
customer-facing functions in the organizations information systems and their marketing
programs. This can be achieved by cross-functional interactions in organizations
including cross-functional integration for improving the efficiency of the supply chains.
As customer needs and expectations are changing all the time, it will lead to a situation
whereby customers keep on setting ever higher standards, and therefore to achieve
perfection is impossible.
Knowing the needs of the customer makes it easier to anticipate the ideal set of products
and services. A major flaw for all the companies has proved to be their inability to
understand other ways that customers can be satisfied. By implementing direct and
continuous employee contacts with the customers, the customers requirements and
expectations can be determined. This employee-customer connection additionally
conveys the message that the company cares about their customers.
Market research
Customer interviews
Market research could be a useful technique for discovering why new customers switch
their supplier and why defected customers left. Frequently, defected customers give
easy answers, but in-depth interviews reveal the real reasons.
A customer satisfaction study should begin by asking about the factors affecting customer
satisfaction, how important those factors are for the whole, and the level of customer
satisfaction.
After the real reasons are determined, the service recovery process can begin, and this is
frequently the last chance for retaining the customer.
Though customer interaction has been proved worth, the computerization of marketing
and sales function in organizations has not received so much attention. Only a very few
companies have realized the importance of technology for their strategic benefits and
require better understanding of automation for marketing and sales function, its working
and implementation.
11.3
To reduce order fulfillment cost and shorten the delivery cycles in such a competitive
environment where business organizations have to differentiate product/service, increase
configuration and new specification of the products, improve customer service to attract
customers and reduce operating cost, online sales function plays a critical role for the
success of any business organization.
By supporting the sales person in the field through automation means using a computerbased application for collecting data on consumers, maintaining records such as customer
visits, phone calls and correspondence. A catalog of marketing literature and other
information for communication to sales representatives or customers can also be
maintained in the form of database which may be used to interpret field data for
predicting sales volume that may occur. Automation helps in eliminating the boundary
limits and brings customers closer to the business organization. Automation creates
virtual offices, which reduces sales call costs and increase salespersons productivity.
Sales force management systems are information systems used in marketing and
management that automate some sales functions. They are frequently combined with a
marketing information system, in which case they are often called customer relationship
management systems.
1. Rather than write-out sales reports, activity reports, and/or call sheets, sales
people can fill-in prepared e-forms. This saves time.
2. Rather than printing out reports and taking them to the sales manager, sales
people can use the company intranet to transmit the information. This saves time.
3. Rather than waiting for paper based product inventory data, sales prospect lists,
and sales support information, they will have access to the information when they
need it. This could be useful in the field when answering prospects questions and
objections.
4. The additional tools could help to improve sales staff morale if they reduce the
amount of record keeping and/or increase the rate of closing. This could
contribute to a virtuous spiral of beneficial and cumulative effects.
5. These sales force systems can be used as an effective and efficient training device.
They provide sales staff with product information and sales technique training
without them having to waste time at seminars.
6. Better communication and co-operation between sales personnel facilitates
successful team selling.
7. The software could automatically generate more and better-qualified sales leads.
This technology increases the sales persons ratio of selling time to non-selling time.
Non-selling time includes activities like report writing, travel time, internal meetings,
training, and seminars.
1. The sales manager, rather than gathering all the call sheets from various sales
people and tabulating the results, will have the results automatically presented in
easy to understand tables, charts, or graphs. This saves time for the manager.
2. Activity reports, information requests, orders booked, and other sales information
will be sent to the sales manager more frequently, allowing him/her to respond
more directly with advice, product in-stock verifications, and price discount
authorizations. This gives management more hands-on control of the sales process
if they wish to use it.
3. The sales manager can configure the system so as to automatically analyze the
information using sophisticated statistical techniques, and present the results in a
user-friendly way. This gives the sales manager information that is more useful
in:
providing current and useful sales support materials to their sales staff.
10
1. The productivity will increase. Sales staff will use their time more efficiently and
more effectively. The sales manager will also become more efficient and more
effective. This increased productivity can create a competitive advantage in three
ways:
11
2. Field sales staff will send their information more frequently. Typically
information will be sent to management after every sales call (rather than once a
week). This provides management with current information, information that they
will be able to use while it is still valuable. Management response time will be
greatly reduced. The company will become more alert and more agile.
3. These systems could increase customer satisfaction if they are used with wisdom.
If the information obtained and analyzed with the system is used to create a
product that matches or exceeds customer expectations, and the sales staff uses
the system to service customers more expertly and diligently, then customers
should be satisfied with the company. This will provide a competitive advantage
because customer satisfaction leads to increased customer loyalty, reduced
customer acquisition costs, reduced price elasticity of demand, and increased
profit margins.
12
A fully integrated sales automation system (in which employees from central location and
sales force from remote location work from a distributed database of customers) includes
the following elements:
With the online sales automation system, the work of a single sales person or entire
marketing and sales operation of a company can be performed.
The interactive web monitoring software helps sales representatives through smart
solution in answering requests for product literature, reducing the time spent on entering
13
orders, compiling sales reports etc. Thus direct sales and direct marketing become more
efficient by automating highly repetitive tasks.
Intranet can also be used to educate and inform sales persons through electronic
publishing which is easy to use, inexpensive, and can be easily updated. The intranetbased sales automation system extends information sharing beyond the boundaries of
business firms. The collection and analysis of these information improve the timeliness
and quality of decision making of the sales executives.
The intranet enabled sales automation framework benefits the business organizations in
the following ways:
It helps to access industry data like growth rate of industry, entries and exits of
firms and market potential of industry
Provide data on competitors like their products, pricing, sales promotion, sales
trends, and market share etc.
With the availability of interactive web monitoring software makes its possible to
delivers the important and specific sales information directly to the desktop of
each sales person.
Intranet and Mobile Sales Force: The recent trend in sales automation is towards
finding solution to serve the needs of mobile sales force. The sales persons in the field are
expected to be in touch with the customers as it provides better understanding of the
needs and wants of consumers. But at the same time sales person is also required to be
14
Intranet and Target Marketing: Intranet helps in providing the customer contacts and
their relevant information which can aid to the direct marketing. When a customer fills up
his interest level and information on external web page, immediately a telesales person is
automatically assigned to him. On the other hand, sales representative gets the complete
information of the consumer including name, address etc. and can start work accordingly
which can result in increasing the productivity of the sales force. Intranet enables access
to the central database, thereby providing sales people and direct marketers with
information to improve the quality of the contact whether it is by mail, by telephone, or in
person.
Publishing Dynamic Sales Information: With the updates in pricing lists, competitive
information and new promotions, the sales environment changes constantly. It is
important to keep informed every one. Intranet is ideal medium for business
communication as it can provide universal access to dynamic, latest sales intelligence for
both connected and disconnected mobile users. Building and maintaining dynamic sales
information is very complex, especially in big organizations that have huge quantities of
sales materials in a variety of formats and media. The intranet is designed to overcome
these obstacles and ensure that business organizations can provide pertinent information
to the authorized sales people well in time.
15
The objective of using intranet for sales functions is to reduce marketing inertia.
Marketing people accustomed with these systems are able to analyze customer behavior,
device new account management policies and marketing mix strategies. With the
understanding of these technological resources, management has to focus on achieving
corporate goals rather than the goals of individual marketing or sales groups. Automation
provides complete customer and marketplace information and thereby more informed
decision making. In this way, marketers can get low-cost, low-impact selling methods
like direct mail and catalogs. At the same time, high cost, high impact selling methods
like personal selling can become more efficient as information systems reduce nonselling time and synchronize the use of these resources.
11.4
Customer management is the most valuable asset for any business organization and
businesses have invested heavily in customer service systems to gain competitive
advantage. Automation in organizations has completely changed the way; practices were
followed about customer service and support.
16
Hunger
for
Customer
Feedback:
Information
about
customer
17
Informational Needs for Effective Service: Prompt and accurate responses from
representatives and feedback from future product development are two important factors
18
that serve delight on the part of customer service as well organizations product
effectiveness.
11.5
19
For developing marketing strategy in reference to above mentioned issues with the
application of technology, organizations can look at the following:
20
21
11.6
SUMMARY
Customer Asset Management highlights the importance of customers and defines them as
the most valuable asset of any business. In this competitive environment, the trends of
attracting and keeping customers are changing and customer information systems are
built or created as islands of information with an integrated software application where
technology is used in a strategic manner for customers.
Though customer interaction has been proved worth, the computerization of marketing
and sales function in organizations has not received so much attention. Only a very few
companies have realized the importance of technology for their strategic benefits and
require better understanding of automation for marketing and sales function, its working
and implementation.
By supporting the sales person in the field through automation means using a computerbased application for collecting data on consumers, maintaining records such as customer
visits, phone calls and correspondence. A catalog of marketing literature and other
information for communication to sales representatives or customers can also be
22
maintained in the form of database which may be used to interpret field data for
predicting sales volume that may occur. Automation helps in eliminating the boundary
limits and brings customers closer to the business organization. Automation creates
virtual offices, which reduces sales call costs and increase salespersons productivity.
The intranetbased sales automation system is that which exists within an organization
and provides a single point of access to all essential information regarding sales and
marketing to the business organizations. The information about the competitors such as
product, pricing, and sales trends can also be available to the business organization on the
intranet-based system.
Marketing people accustomed with these systems are able to analyze customer behavior,
device new account management policies and marketing mix strategies. With the
understanding of these technological resources, management has to focus on achieving
corporate goals rather than the goals of individual marketing or sales groups. Automation
provides complete customer and marketplace information and thereby more informed
decision making. In this way, marketers can get low-cost, low-impact selling methods
like direct mail and catalogs. At the same time, high cost, high impact selling methods
like personal selling can become more efficient as information systems reduce nonselling time and synchronize the use of these resources.
Business organizations have their own websites and email systems to respond to
customers quickly, interactively and eventually in real time. Customers get service
through web site when they want it at their own level of interest. Not only the up-to-date
information about the products and services is provided to customers over the web when
needed, but also to inform new products and services, receiving customers ideas and
setup a dialog. In fact, web redefines the relationship between customers and business
organizations.
23
demanding. So the basic business requirements need to be scanned for online customer
service.
To solve all types of problems of the customers at every interaction, may be the specific
problems beyond the area of expertise of customer service representative, need a variety
of tools incorporated in a single enterprise Customer Asset Management solution and this
solution can help representative satisfying customers by providing effective service.
The increased competition and changing market structure have led the shortening of a
product life cycle and for the survival and profitability, organizations require new product
innovations. For this, detailed, accurate and timely information relevant to the product is
needed.
11.7
KEYWORDS
ATTRITION: Customer may be dissatisfied with the service, find a better price
elsewhere or feel arduous of existing services. This is known as attrition
CROSS SELLING: concept in which sales representatives attempt to sell the other
products also from the companys product line
DATA MINING: It is technique of extracting data from data warehouse
CRM: Customer Relationship Management
24
11.8
1.
2.
3.
4.
What do you understand by customer service and support? Discuss the role of
technology in customer service.
5.
6.
11.9
SUGGESTED READINGS
****************
25
LESSON: 12
INTRANET AND MANUFACTURING
Subject: E-COMMERCE
STRUCTURE
12.0
Objectives
12.1
12.2
Integrated Logistics
12.3
Agile Manufacturing
12.4
12.5
12.6
Intranet-based Manufacturing
12.7
Logistics Management
12.8
Summary
12.9
Keywords
12.0
OBJECTIVES
The motive of this chapter is to present an introduction to Intranet and Manufacturing and
within that framework the key basic concepts, challenges of integrated logistics,
emerging business requirements, manufacturing information systems, intranet-based
manufacturing, and logistics management using technology in the manufacturing are
discussed.
12.1
Intense global competition, unpredictable customer demand and material availability are
the compelling factors for the manufacturing companies to reengineer their operations to
produce and distribute products effectively at low cost and high quality as customers are
demanding customized products at mass-produced prices. In such a global competitive
environment, manufacturing companies have to device certain strategies such as
manufacturing resource planning, total quality control, just-in-time capacity optimization
techniques, and demand flow manufacturing. It has also to be recognized by the
manufacturing companies that not only focusing on price and quality but shortening the
cycle from order to cash receipts i.e. to deliver product faster by managing the entire
supply chain is equally important. Companies who can not manage the supply chain more
competitively are falling behind more rapidly.
The concept of supply-chain has gained popularity in a very less time over the old
supplier-to-customer model at both national and international level and emerged as a
virtual corporation. A well-managed supply chain gives a boost to the companies in
the competitive environment. The supply-chain requires a strong information system to
maintain the edge and manufacturers are very much serious on this issue. For instance, to
manage inventories and schedule shipments, manufacturers use internet frequently to be
in contact with the suppliers for material procurement.
12.2
INTEGRATED LOGISTICS
The optimum utilization of products, materials, resource, and space can help reducing
operating costs, improving service levels and reducing order cycle times. This can be
made possible only by strategically managing the logistics operations or in other words
by integrating the functions of logistics in an organization. These logistics functions are
Supplier management
Inventory management
Distribution management
Warehouse management.
Allow users collaborate with colleagues down the hall or across the globe, both
inside the enterprise
Monitors every stage in the supply chain process, from price quotation to the
moment the product arrives at the customer site including alerts when things go
wrong
Enables to quickly determine where and when to obtain a product, and handles
order management, availability checks, and transportation management.
The solutions above mentioned that integrate e-commerce supply chain management are
designed to provide the benefits to all elements of logistic system. This integration
benefits could be the following:
Match supply and demand through integrated and collaborative planning tools
Reduce inventories
Increase planning accuracy and real-time location of products around the world,
improving customer service
5
12.3
AGILE MANUFACTURING
The past few years have seen a change in manufacturing strategies and technologies. The
markets have become more and more fragmented and competitiveness has increased. For
a manufacturing enterprise to be competitive and thrive in such a dynamic environment it
must be capable of adjusting rapidly to the market. Manufacturers are required to make
products of better quality in the least amount of time and at the best possible price, to
result in the highest degree of customer service/satisfaction. The customers are requiring
manufacturing companies to design specifically customized products. For fulfilling these
requirements of both customers and manufacturers, it emerges a newer concept Agile
Manufacturing.
Within the new global market environment, customer requirements are not limited to
traditional issues, such as higher quality, lower price, and so on, but extend to the speed
of delivery and variability of products. Therefore, enterprises must be capable of
Product Execution System (PES): The software which correlates the data for control of
manufacturing
operations
by
tracking
materials,
equipment,
personnel,
Shop Floor Control (SFL): For evaluating performance, detailed planning, and
scheduling, it provides current status of jobs, work-in-process, and production
activity.
The system provides the complete information about the production process and enables
manufacturers to identify problems in the areas of cost, quality, service, compliance, and
speed.
12.4
Customer-Driven Manufacturing
In the current manufacturing system, customers are dictating the suppliers from design to
delivery of the product as per their requirements and manufacturers have accepted this
concept known as customized manufacturing. May be the case of a jeans, or a computer
to be purchased, the specifications desired by the customer are fed by the salesperson into
a computer with the help of a specialized software which has a number of possible
combinations for customizing the product as per customer requirements.
For making critical decisions on a final plan of production, manufacturing firms are
expecting advanced planning and scheduling systems to perform speedy material
resource planning as compared to traditional systems which were taking a long time. This
will help these companies to support demand changes through simple, fast and cost
effective product customization.
To balance service expectations and return on assets is very critical for manufacturers and
requires dynamic management skills. Accomplishing the goal of satisfying the changing
needs of the customers may increase the cost, so manufacturers are under pressure how to
deliver highly customized level of services to their customers and are manufacturing
highly customized level of services to their customers and are maintaining a huge
investment in assets. Manufacturers have to carry these assets in inventory and need
efficient planning that can improve overall return on assets.
12.5
Manufacturing information systems include two key terms discrete and process
manufacturing which needs to be differentiated. The manufacturing operations may be
discrete, batch process, continuous process, combination of more than one form i.e.
hybrid. Discrete operation means processing of raw material is done in different units
such as the assembly operations in the auto and commercial aircraft industries.
Manufacturing industries like pharmaceutical, fast food, beverages, and chemical
companies involve batch operations to convert raw material from one state to another in
10
its various processing phases. Whereas industries like oil refinery involve continuous
process operation to process raw material without interruption in a continuous flow and a
combination of batch process and discrete operation to manufacture the products is used
by producers such as chemical companies known as hybrid.
11
The manufacturing plan of raw material, gross capacity, and production orders for the
factory floor is prepared by eliminating forecasted demand or order backlog through ERP
systems. These systems are also associated with financial transactions and accounting
paper work. ERP systems only collect historical yield and cost data so are not able to
provide real time information about the complete status of operations and do not support
ongoing management of the actual production process as it occurs. Though ERP systems
are effective in functions for which they were designed but do not have adequate
capabilities to manage the critical variables of the dynamic process on the plant floor.
Thus manufacturing execution systems were evolved.
12
As traditional systems ignore the indirect activity based costing like machine downtime
or quality defects that require scrapping or reworking of a product and consider only the
cost of producing with in the cost accounting measures, automated manufacturing
execution systems need to be developed. To monitor the performance and control the five
essential elements of production i.e. materials, equipment, personnel, work instructions,
and facilities, manufacturers implement Manufacturing Execution System in their
organizations. Planning in these systems is generally accounting oriented and includes
functions such as forecasting demand, costing, sales order management, inventory
control, accounts receivable, accounts payable, purchasing, and payroll.
There is growing need for Manufacturing Execution System across the industry.
Manufacturing Execution System provides a real time clear cut picture of production
capacities, resource constraints, inventory levels, and customer orders. The review of
different production scenarios prior to actually performing the work can be done through
Manufacturing Execution System. They help in maximizing the utilization of available
resources and in scheduling the operations based on operation-level requirement than on
time requirements. Production can also be monitored with the help of computers via
graphic display to track resources, orders, and operations. MES also facilitates electronic
verification of orders for accuracy against standards like ISO 9000. Work instructions can
also be distributed electronically with corrective actions in the organization when
required. Industries like semiconductors have realized the benefits of MES software and
accepted MES as a tool for manufacturing but some industries like pharmaceutical still
find it unproven concept for benefit realization.
Integration with lab systems, automated control systems: Using real-time data
from all other information levels, Manufacturing Execution System reports and
13
Higher return on operational assets, improved gross margins and enhanced cash
flow
The end result is that MES software improves the effectiveness of the manufacturing
operations and improves manufacturing performance, quality, and service.
competitors, and how well the product launch and transition processes are synchronized
with its supply chain. Better planning in this area will help companies further drive down
costs, especially in industries with short product life cycles (e.g., high-tech
manufacturers) and fast-moving consumer goods (e.g., electronics and fashion apparels).
In order to optimize performance, manufacturing and supply chain functions must operate
in a coordinated manner. But for many organizations, their entire operation is tied to
inflexible legacy technology, inhibiting manufacturing and supply chain integration
efforts that e-commerce demands.
The challenge facing industry to make intranet more useful for manufacturing need to
consider the importance of material resource planning systems, enterprise resource
planning systems and cost account systems, the factory level coordinating and tracking
systems, and the factory floor devices and process control systems. So resource planning,
manufacturing execution, and distributed control are the three elements that need to be
integrated through automation to face the challenge of future. However, only a few
manufacturers recognize that for firms to realize greater performance levels, they will
need to incorporate production process as an integral component to their other supply
chain processes.
The integration of e-commerce and ERP takes place in various areas of supply chain
management including its networking, coordination, planning, and execution. The
15
modern ERP systems (SAP, for example) could provide the following e-commerce
supply chain management solutions:
Supply Chain Portals: allow users collaborate with colleagues down the hall or
across the globe, both inside and outside the enterprise
Mobile Business: extends the efficiencies and benefits of networked supply chain
management to every member of the network
Supply Chain Event Management: monitors every stage in the supply chain
process, from price quotation to the moment the product arrives at the customer
site - including alerts when things go wrong
16
The above listed solutions that integrate ERP and e-commerce supply chain management
are designed to provide the benefits to all elements of supply chain.
For the enterprise, the main link in a supply chain, the e-commerce integration with ERP
systems might provide the following benefits:
Match supply and demand through integrated and collaborative planning tools.
Reduce inventories
Collaborate with partners and optimize supply planning and execution across
enterprise boundaries
Increase planning accuracy and real-time location of products around the world,
improving customer service
For the suppliers, the value proposition in the integrated ERP and e-commerce supply
chain could mean:
12.6
Intranet-based software solutions with innovative approach are covering all the current
manufacturing issues and ready to serve the global marketplace maintaining competitive
advantage. The standard design of these systems encompasses of three critical concepts
i.e. customer-driven manufacturing, real-time decision support, and intelligent process
management.
Customer-Driven Manufacturing
Information systems have changed the focus of manufacturers from factory management
to demand management by reducing cycle times using various approaches like JIT and
flow manufacturing. Fax, phone, e-mail, web page, and electronic data interchange are
the means to receive the demand from customers and suppliers. Demand flowing through
information system helps in managing inventory reserved, production allocated or
scheduled; and planning the resources by processing concurrently all the activities. If
there is a change in demand, system reschedules the resources and instantly provides
information to the user about this.
The creative use of technology like e-mail, electronic data interchange, or electronic
forms helps manufacturers to address consumers and suppliers directly with a very little
intervention of a human being and facilitate flow-through replenishment and fulfillment;
electronic commerce (for supplies, raw materials, and finished product); line sequencing
and allocation; and demand-driven manufacturing (concurrent and linked processing to
the automatic receipt of demand). Basically, it represents a shifting of material resource
planning from traditional push model to pull orientation.
18
off-hours, typically weekly. They were based on single resource optimization that is
performed in a linear fashion. However, between the last batch run and the next schedule
run, the plant is operating outdated and, in some cases, inaccurate information. This
traditional system is being replaced with an advanced system based on real-time planning
and scheduling by the companies which can process the job very effectively in a very less
time using the technology.
The planning system allows the combination of multiple resources into single planning
runs such as material and capacity or material and costs. Planners can get predicted data
through these advanced planning systems in order to synchronize with the supply chain
execution processes such as rescheduling, production order creation, purchasing,
transfers, capacity leveling etc.
review of exceptions on a periodic basis for lot expiration, material shortages, and
cost variances; and
sequenced production activity that involves movement form one operation to the
next, purchase requisitions to suppliers, and distribution.
The traditional systems found these tasks far beyond their purview and required them to
be handled through manual processes.
Workflow technology targeting on these elements enables to improve work quality and
reduce processing time and cost. In fact, workflow computerizes the flow of information
from one place to another and uses intelligence to get the right work to the right person at
the right time for the right action. Applying workflow technology, the intranet
applications act as a virtual manager, shifting through the information steam using
business rules to identify aberrations or out-of-tolerance conditions, and routing work to
the operations personnel who can fix the process. Workflow can also be used for
19
12.7
LOGISTICS MANAGEMENT
Logistics management and distribution management, the two terms that appear to be used
synonymously have different meanings, are the processes that move goods through the
supply chain. A good logistics management often determines the success of a business. It
is concerned with the strategy and management of the movement and storage of materials
and products from suppliers to retail outlets and customers through the distribution
system of the organization. Logistics management attempts to achieve a balance between
holding minimum stock while providing the best service possible to the customer.
High Inventory: Firms store high inventory without strategically estimating in the
traditional supply chain at different storage location or inventory places. By the
time the end of chain is reached, inventory levels bear almost no relation to actual
demand.
Very slow to react: Due to the disjointed reordering process along the supply
chain, the traditional distribution approaches are very slow to react and may never
catch up with hot product demand.
20
Treating all items in the same manner: Companies carry similar levels of
inventory for both volatile and non-volatile items and distribute them through one
type of logistics network.
A sound information system is required to pass information up and down to each function
of the supply chain so as to inform about the requirements and status of the product to be
distributed in order of achieving the objective of modern logistics function.
Forecasting
Forecasting, as an important part of logistics and inventory management, helps in
minimizing the amount of inventory held within the business, advising restocking of
inventory, and providing recommendations on when and how much to order. Past sales
data and advanced algorithms of forecasting are used to make an accurate estimate of
future demand.
21
Purchasing
The act of placing an order on a supplier is called purchasing and can be divided into
three major activities:
Purchase Contract Management: The decision, taken by a buyer to purchase goods from a
particular supplier in the essence of long term relationship between the two, takes the
form of a contract between them and is essentially the management of the supply of the
agreed goods.
Receiving and Warehouse Management: The process of accepting goods into the
warehouse is called receiving. Goods received are counted and checked against the
purchase order and the stock position is updated in the warehouse. Quality controls are
established by most of the retailers. Taking a sample of the goods received, auditing is
done against the quality standards of the organization. Accounts payable is then notified
that the order from the supplier has been accepted.
Distribution Management
The planning, coordination, and control of the physical movement of goods received
from suppliers in the distribution center, supply depot, or warehouse are the concerns of
22
distribution management. It includes the movement, storage, and processing of orders for
finished goods received into warehouse or in retailers area of control.
Distribution Requirement Planning (DRP): To assess the quantity, type, and location of
distribution centers throughout the area, the distribution system is required to serve and
plans for capacity loads on warehouses, labor, and transport.
Warehouse Management: To maintain a balance between the cost of the operation (for
labor, space, and equipment) and the desired level of service to the stores, warehouse
management is concerned with managing stock location, product putaway and picking,
receiving and dispatch, as well as performance monitoring of these processes.
Transport and Fleet Management: Fleet planning, fleet managing, load planning, vehicle
scheduling, route planning and scheduling and vehicle tracking and monitoring comes
under this process. In short, transport and fleet management is concerned with electing
the modes of transport and the ways to manage them.
Labor Management: Labor and workload planning, labor performance monitoring, time
and attendance recording and analyzing the personnel and payroll information comes
under this process.
The physical nature of the operations and warehouses play an important role being
integral part of the supply chain to maintain supply and demand aspects of any business.
However, introduction of technology and sophisticated software have changed the
emphasis by offering the opportunity for increased effectiveness.
23
12.8
SUMMARY
Intense global competition, unpredictable customer demand and material availability are
motivating the manufacturers to reengineer their operations to produce and distribute
products effectively at low cost and high quality as customers are demanding customized
products at mass-produced prices. In this changing business environment with changing
customer demands, internet can increasingly be seen as a vital instrument in improving
the performances.
The markets have become more and more fragmented and competitiveness has increased.
Manufacturers are required to make products of better quality in the least amount of time
and at the best possible price, to result in the highest degree of customer
service/satisfaction. For fulfilling these requirements of both customers and
manufacturers, it emerges a newer concept agile manufacturing. Agile Manufacturing
makes use of modern information technology to form effective enterprises. Within the
new global market environment, customer requirements are not limited to traditional
issues, such as higher quality, lower price, and so on, but extend to the speed of delivery
and variability of products. Therefore, enterprises must be capable of delivering new
products efficiently to the customer-driven market to remain competitive, that is, to
maintain agility.
Business organizations for their competitive advantage need to be linked internally across
the business functions as well as externally with other firms. These organizations use
logistics as a tool to effectively manage the materials and distribution system in the
supply chain by establishing inter-firm linkages. The optimum utilization of products,
materials, resource, and space can help reducing operating costs, improving service levels
and reducing order cycle times. This can be made possible only by strategically managing
the logistics operations. These logistics functions are supplier management, inventory
management, distribution management, and warehouse management.
24
business. In the current manufacturing system, customers are dictating the suppliers from
design to delivery of the product as per their requirements and manufacturers have
accepted this concept known as customized manufacturing. Earlier business organizations
adopted this concept of customization for increasing efficiency, reducing operational
costs, and downsizing. As downsizing has reached a point of diminishing returns, the
emphasis is shifting from increasing efficiency to increasing revenue and profits.
To balance service expectations and return on assets is very critical for manufacturers and
requires dynamic management skills. Accomplishing the goal of satisfying the changing
needs of the customers may increase the cost, so manufacturers are under pressure how to
deliver highly customized level of services to their customers and are manufacturing
highly customized level of services to their customers and are maintaining a huge
investment in assets. Manufacturers have to carry these assets in inventory and need
efficient planning that can improve overall return on assets.
Manufacturing and logistics supply chain management software that link design,
manufacturing, and distribution process through information systems can help to
overcome the pressures of complexity in supply chain and enable managers to focus on
the coordination and fulfillment of customer orders. Technology helps manufacturers in
terms of demand management and order fulfillment by integrating all the phases from
design to assembly of a product and involve activities such as planning and execution,
and financial control which can be termed as supply chain management.
The computer software applications designed for various phases of the product life cycle
from computer-aided design to computer-assisted production helps in improving
efficiency and lowering the costs. Once a product is designed, these software applications
for planning and executing production includes manufacturing resource planning
systems, enterprise resource planning systems, manufacturing execution systems and
control systems for automated equipment.
25
The challenge facing industry to make intranet more useful for manufacturing need to
consider the importance of material resource planning systems, enterprise resource
planning systems and cost account systems, the factory level coordinating and tracking
systems, and the factory floor devices and process control systems. So resource planning,
manufacturing execution, and distributed control are the three elements that need to be
integrated through automation to face the challenge of future.
Intranet-based software solutions with innovative approach are covering all the current
manufacturing issues and ready to serve the global marketplace maintaining competitive
advantage. The standard design of these systems encompasses of three critical concepts
i.e. customer-driven manufacturing, real-time decision support, and intelligent process
management.
Logistics management and distribution management, the two terms that appear to be used
synonymously have different meanings, are the processes that move goods through the
supply chain. A good logistics management often determines the success of a business. It
is concerned with the strategy and management of the movement and storage of materials
and products from suppliers to retail outlets and customers through the distribution
system of the organization. Logistics management attempts to achieve a balance between
holding minimum stock while providing the best service possible to the customer.
12.9
KEYWORDS
PES: Product Execution System, the software which correlates the data for control of
manufacturing
operations
by
tracking
materials,
equipment,
personnel,
26
2.
3.
4.
5.
6.
7.
8.
**************
27
LESSON: 13
INTRANET AND CORPORATE FINANCE
Subject: E-COMMERCE
STRUCTURE
13.1
13.2
Financial Systems
13.3
Financial Intranet
13.4
13.5
13.6
13.7
Summary
13.8
Keywords
13.9
13.0
OBJECTIVES
13.1
The organizations have too much detailed data that needs to be analyzed to take smart
decisions for developing a response to an emerging business situation. But the
decisions are hampered by the inability to turn data into useful information. To enable
large-scale data analysis, firms are increasingly using Online Analytical Processing
(OLAP).
Not only are the data analysis tools but accuracy, timeliness, and
accessibility of the data equally important. Managers are facing pressure to make
profitable decisions speedy and require access of distributed data any time from any
where.
Voluminous and worldwide data, changing corporate structures due to mergers and
acquisitions, necessity of timely and reliable consolidations, budgets and forecasts are
some of the reasons that find common tools of the traditional process such as general
ledger systems and spreadsheets woefully inadequate and organizations are required
to reengineer their financial management systems.
13.2
FINANCIAL SYSTEMS
A financial system includes the business processes, procedures, controls, and data
dedicated to the operation and maintenance of corporate financial objectives. It
involves reporting and analyzing financial data, simplifying the budgeting and
forecasting process, enabling better planning, controlling the financial consolidation
of actual results, answering ad-hoc requests efficiently and improving cost control and
performance measurement. Financial systems are often triggered by events having
financial consequences such as the receipt of appropriations, acquisition of goods or
2
Accounting system is the set of manual and computerized procedures and controls
that provide for identifying relevant transactions or events; preparing accurate source
documents, entering data into the accounting records accurately, processing
transactions accurately, updating master files properly, and generating accurate
documents and reports. These reports provide relevant information about business
units, transactions, and events for decision making on the financial position of the
firm and the performance of various business units. Accounting can be classified into
two categories:
2. Management Accounting: This system has evolved from simple cost accounting
and is newer one as compared to financial accounting and generates reports that are
used by organizations internally. Management accounting provides a financial
analysis of management decisions and activities. It includes the following activities:
Lack of predictive power and inability to track the value of intangible corporate assets
such as business processes are also the problems of these systems cited by many of
the critics. A large number of businesses worldwide are finding new performance
measures to include in their traditional accounting-based performance criteria for
customer satisfaction and companys financial soundness. These performance
measures can be at three levels:
(b) The system level performance measure: System can be analyzed by exploring
issues such as appropriate elements covered or not, measures relating to the
long- term and short-term objectives and rate of improvement have been
introduced or not, measures have been integrated or not and if any of the
measure conflict with one another.
(c) The relationship between the performance measurement system and the
environment within which it operates: Systems can be analyzed by assessing
strategies, organizational culture, and reward structure of organizations in
respect of performance measures. Customer satisfaction and competition are
also needed to be focused by these measures.
As the environment and economy change continually, the revision and review of the
measurement system is needed at the same pace. The modern financial information
systems provide the type of information that reduces uncertainty. The information
taken from the transactions is converted into knowledge by information systems for
making decisions regarding business processes by managers at different levels.
Different information is needed at different levels and to operate an organization
effectively and efficiently, it requires, relevant information be provided to the
authorized employees at all levels. And this can be possible through the
implementation of information technology, may be the intranets.
13.3
FINANCIAL INTRANET
Accounting and finance departments deliver some of the most crucial data across an
organization. An accounting intranet creates a centralized, open-standards platform
for publishing that information and new interactive method for processing
transactions with either internal departments and employees, or external partners.
Examples of possible content and applications are:
Payroll
Financial reports
Budgeting
Asset management
Expense reports
Primarily, accounting software were used to enter the financial transactions and
manage those transactions in the form of audit trail, but managers need a lot more
information from accounting databases. Intranet helps solving this problem by
integrating necessary activities (modules) to provide accounting information in the
specific form where and when needed by managers. Authorization, security and user
friendliness are the top priorities at many of the firms using web applications to
disseminate corporate finance information at different levels of the managers through
simple forms-based query capabilities which provide a number of views or reports of
the financial statements rather than one general view as in traditional one. Integration
through new systems technologies also provide facility to put information into a
system once and communicating it at all the different places saving a lot of time of
accountants doing manually this job.
In the era of mainframes, large financial systems were developed, but now these
systems are inefficient, ineffective, troublesome, and very costly to maintain. The
emerging new technologies are expected to be more beneficial and in demand.
disseminate information rapidly to the entire organization and obviates the need for
one-to-one support to management and employees.
The implementation of intranet can help tackling successfully four major problems
that existing systems were not able to as given below:
3. Cost control: In this rapidly changing world, there is a growing need for quicker,
more accurate, and more useful information that can perform better financial
management so as to control the cost, and improve productivity and quality. Earlier in
1990s, downsizing and cost control were the means of survival for a business. Many
of the large-scale decentralize companies were facing problem in handling
information effectively. Adoption of a variety of different accounting methods and
inflexible legacy systems are the two important reasons that failed these companies to
organize financial information strategically.
4. Control over report generation: With the automation, information systems are
becoming more powerful and widespread. Integration of information systems through
inexpensive intranets has increased the scope of computing from central to individual
in the functional departments. The information is produced into long and voluminous
reports because of the details computed through different methods and formats by
each of the employee in the organization. These long reports are received ultimately at
a central place due to the integration of information systems and contain a few earlier
pages prepared for what information is actually required and rest of the report
explains what they mean.
13.4
An information system comprised of one or more applications that is used for any of
the following: collecting, processing, maintaining, transmitting, and reporting data
about financial events; supporting financial planning or budgeting activities;
accumulating and reporting cost information; or supporting the preparation of
financial statements. Financial information systems include the following software
modules:
General Ledger
Accounts Payable
Accounts Receivable
Transaction Accounting
General Ledger (G/L): General Ledger is the central application area of Financial
Management where all financial information is posted, summarized, and reported or is
a record to which monetary transactions are posted in the form of debits and credits
from a journal. It is the final record from which financial statements are prepared.
General ledger accounts are often control accounts that report totals of details
included in subsidiary ledgers. The general ledger is the core of a company's financial
records. These constitute the central books of the system, and every transaction
flows through the general ledger. These records remain as a permanent track of the
history of all financial transactions since day one of the life of the company.
Accounts Payable: The information relating to how much money the organization
has to pay, due dates, and available discounts are taken care in accounts payable. It
records money which a company owes to vendors for products and services purchased
on credit. This item appears on the companys balance sheet as a current liability,
since the expectation is that the liability will be fulfilled in less than a year. When
accounts payable are paid off, it represents a negative cash flow for the company.
These information are automatically calculated in accounts payable systems being
integrated with financial EDI modules. Analysts look at a companys relationship of
accounts payable to purchases for indications of sound financial management.
Organizations need to record what customers have brought on credit from them,
whether the credit limit has been exceeded or when due dates have been exceeded a
specified time. The receivables in the form of statements are generated to provide upto-date information to the customers about their accounts and to identify problems in
advance on the part of business firms. In this module, customer order and shipping
report are matched with suppliers accounts receivable.
The different accounting modules can be integrated with each other through intranet
technology in order to save time and prevent errors caused due to the repetitive data
entry.
Inventory Accounting
Inventory Accounting is a comprehensive, step-by-step guide to setting up an
inventory accounting system and keeping it running at maximum efficiency. This
hands-on book provides accounting professionals with essential information on how
to:
1. Inventory kitting: Ordering the inventory items bundled into a single kit
instead of ordering a long list of individual items can save a lot of processing
11
2. Inventory reporting: To schedule the production, to find the cost of goods sold,
and to make decisions about ordering, organizations need to know necessary
details about inventory levels such as quantities on hand, quantities of back
order, and quantities on sales order. The up-to-date information even in the
form of summary and detail analysis for planning and control of finished
goods, work-in-progress, and raw material inventory can be obtained through
intranets.
Inventory control manages stock levels and processes inventory receipts, shipments,
returns and adjustments. Inventory control provides for effective inventory
management by offering extensive screen inquiries and reporting functions that give
detailed and current information about quantities, prices, item movements and sales
history. Because Inventory control runs through a standard web browser, users can
process all of their inventory transactions anywhere and anytime accessing the
internet.
Payment Management
In todays competitive environment, automatic purchase order creation, automatic tax
withholding along the business process can help to improve operational efficiency by
eliminating paperwork and redundant data entry. Tight integration of purchasing,
payables and receivables may automatically result into strong management control
along the business process. The suppliers and distributors are linked electronically in
this process to receive and send payments. It results in saving a lot of time for
computing invoices of the companies, reducing errors, and lowering transaction costs
while increasing the number of invoices processed.
will flow through the banking system or whether payment instructions flow through
the banking system while remittance data are transmitted over a direct data
communication link with a trading partner or over a value added network. Value
added networks accept electronic data in a variety of formats and by converting the
incoming data to a format usable by the receiver of the information. Value added
networks also manage transmission schedules and hold data until receivers are ready
to accept them.
13
13.5
Gone were the days when HR department in an organization was just meant for
managing people by concentrating solely on paying workers, providing benefits, and
tracking government regulations whereas compensation planning, and career
monitoring were of least concern. In the business world with continuous legislative,
operational and environmental changes, the complexities for HR department are
increasing in the form of issues like mergers, acquisitions, and downsizing; pressures
to increase productivity while controlling costs, demands from a culturally diverse
workforce; and need to recruit, train, and maintain employees. Organizations must
manage its workforce dynamically to maintain a competitive edge. Employees need to
be well informed of important company issues in addition to all the financial details
pertaining to their personal health and well being. Information within a department
and across department line need to be integrated and according to organizations
policy and procedures, employees should be allowed at all levels to update and
manage information easily.
14
Intranet is an effective tool that can help HR departments to enable managers and
employees to access information directly. It also provide a common platform to
deliver solutions to support a wide range of HR functions, including recruiting and
applicant tracking, organizational training development, skills planning and
performance
evaluation,
employee
self-help,
compensation
and
benefits
Employee handbook
Telephone/E-mail directory
401K tracking
Employee surveys
Recruiting/job listings
Organizational charts
Newsletters
15
The objective of the HRMS module is to manage the recruitment of a workforce and
track developments related to the employees of the organization. These may be
assessed in the form of promotions, transfers, deputation, leave, etc. The module also
provides reports on period-to-period details of the employee. HRMS aids in
improving manpower planning and in the effective utilization of manpower across the
organization. The functions of HRMS can be broadly stated as:
Recruitment
Application processing
Attendance management
Tracking overtime
16
Performance-appraisal management
Promotion-details management
Leave-details management
17
Separation-details management
Manpower planning
Human
Resources:
personnel,
recruiting,
salary
administration,
The human resource management system (HRMS) module aims to manage employee
information by minimizing paperwork in the personnel department. Out of the four
modules, benefit administration and health care benefits management are the two
underdeveloped modules that have enormous potential for growth.
Benefits Administration
Benefits administration is quite challenging in the current business environment. A
wide range of plans such as health, short-term and long-term disability, savings,
leaves, retirement, pension, vacation buy and sell etc. are packaged in the form of
benefits for the employees by accessing data from their personnel and payroll records
automatically from the databases within the organization through the networks. May
18
be the information related to employee leaves such as sick time, maternity leave or
their tax contribution, can be examined and updated by them online.
Most of the organizations are shifting their existing HR policy or benefits from
manual to the intranet so as to inform their employees online about all company HR
policies. Employees by entering their personal details and company ID can conduct
database lookups to seek information such as number of vacation days outstanding
from their web browsers. Using IDs and passwords to ensure that only authorized
personnel have access to the intranet, information can be added, updated, removed,
queries, and calculated. It reduces the cost and the response time for the employee and
HR department feel free from answering questions to the employees and basic
processing tasks.
19
Product Strategy
Systems integration and reengineering activities related to interfacing users are the
two major concerns that need to be given special attention in the design effective
strategy for the financial product. The design simply involves process automation to
analyze the impact of multiple options and to facilitate decision making. System
performance has its own importance in the product strategy that focus on the
following aspects of the software applications:
Accessibility of data
Ease of use
20
environments. Data warehouses store tactical information about past events and used
to answer the queries such as total revenue generated by an organization in a quarter.
The new emerging concept is of functional data warehouses to serve the specific
needs of business by developing departmental warehouses. These departmental
warehouses are easier to implement as compared to large all-in-one data warehouses
and work as part of a complete end-to-end e-business solution by integrating radiofrequency (RF) and barcoding technologies with other modules. Some of the popular
software applications for financial data warehouses include SAP, Oracle, Hyperion,
and PeopleSoft. These financial software applications perform large-scale, networkbased financial consolidation and reporting by collecting data from multiple general
ledgers and planning systems to create an enterprise-wide information base.
what-if calculations, time series trend analysis, and modeling, of the data contained
in the database archives of financial data warehouses.
Functionality of OLAP
OLAP takes a snapshot of a set of source data and restructures it into an OLAP cube.
The queries can then be run against this. It has been claimed that for complex queries
OLAP can produce an answer in around 0.1% of the time for the same query on
OLTP relational data. OLAP functionality is characterized by dynamic multidimensional analysis of consolidated enterprise data supporting end user analytical
and navigational activities including:
The fundamental difference between data warehouse and OLAP is that data
warehouse is usually based on relational technology whereas OLAP uses a
multidimensional view of aggregate data to provide quick access to strategic
information for further analysis. Data warehouses have the ability to answer the
queries about who? and what? and OLAP to answer what-if? and why? to
take decisions about future actions.
22
Web browsers are used as the front-end tool for performing query, analysis, and
reporting against the data warehouse to enable financial analysts across different
divisions of the company to view information consistently. Prior to this web enabled
solution, finance managers were making analysis of the data stored in mainframebased systems specific to various divisions. This created problems because sales and
revenues were represented differently in each of the division of large firms making it
difficult for executives to get an accurate view of their companys performance.
Web browsers are easy to use and provide simplified analysis of business data derived
from a common data warehouse. It extends the ability to support large number of
users and also help organizations by putting documentation on the web to greatly
reduce costs associated with printing manuals and updates. Users do not require
learning common codes, underlying database structures, and data access languages to
conduct ad-hoc query, reporting and analysis. Virtually foolproof intuitive screens,
featuring point-and-click and drag-and-drop paradigms, help users rapid summarizing
of transaction data along a particular dimension from database restructured into
multidimensional form.
1. HTML files be used to query and reporting as they are easily accessible via
standard web browsers.
2. Reports and schedules should be posted on the web automatically.
3. Embedded hyperlinks enable users to download reports from its associated
source documents for their analysis purposes.
4. User authorization provides secure access to underlying reports on the web.
5. Easy access of data from anywhere in the world for the cost of a local
telephone call.
6. Easy manipulation process to move information around the enterprise.
23
13.7
SUMMARY
The organizations have too much detailed data that needs to be analyzed to take smart
decisions for developing a response to an emerging business situation. But the
decisions are hampered by the inability to turn data into useful information. To enable
large-scale data analysis, firms are increasingly using online analytical processing
(OLAP).
Not only are the data analysis tools but accuracy, timeliness, and
accessibility of the data equally important. Voluminous and worldwide data, changing
corporate structures due to mergers and acquisitions, necessity of timely and reliable
consolidations, budgets and forecasts are some of the reasons that find common tools
of the traditional process such as general ledger systems and spreadsheets woefully
inadequate and organizations are required to reengineer their financial management
systems.
Business executives are dissatisfied with the traditional accounting systems in the fast
changing environment because of their not providing relevant information. Lack of
predictive power and inability to track the value of intangible corporate assets such as
business processes are also the problems of these systems cited by many of the critics.
A large number of businesses worldwide are finding new performance measures to
include in their traditional accounting-based performance criteria for customer
satisfaction and companys financial soundness.
Primarily, accounting software were used to enter the financial transactions and
manage those transactions in the form of audit trail, but managers need a lot more
information from accounting databases. Intranet helps solving this problem by
integrating necessary activities (modules) to provide accounting information in the
specific form where and when needed by managers. Authorization, security and user
friendliness are the top priorities at many of the firms using web applications to
disseminate corporate finance information at different levels of the managers through
simple forms-based query capabilities which provide a number of views or reports of
the financial statements rather than one general view as in traditional one. Integration
through new systems technologies also provide facility to put information into a
24
system once and communicating it at all the different places saving a lot of time of
accountants doing manually this job.
Gone were the days when HR department in an organization was just meant for
managing people by concentrating solely on paying workers, providing benefits, and
tracking government regulations whereas compensation planning, and career
monitoring were of least concern. In the business world with continuous legislative,
operational and environmental changes, the complexities for HR department are
increasing in the form of issues like mergers, acquisitions, and downsizing; pressures
to increase productivity while controlling costs, demands from a culturally diverse
workforce; and need to recruit, train, and maintain employees. Organizations must
manage its workforce dynamically to maintain a competitive edge. Employees need to
be well informed of important company issues in addition to all the financial details
pertaining to their personal health and well being.
Intranet is an effective tool that can help HR departments to enable managers and
employees to access information directly. It also provide a common platform to
deliver solutions to support a wide range of HR functions, including recruiting and
applicant tracking, organizational training development, skills planning and
performance
evaluation,
employee
self-help,
compensation
and
benefits
The fundamental difference between data warehouse and OLAP is that data
warehouse is usually based on relational technology whereas OLAP uses a
multidimensional view of aggregate data to provide quick access to strategic
information for further analysis. Data warehouses have the ability to answer the
queries about who? and what? and OLAP to answer what-if? and why? to
take decisions about future actions.
13.8
KEYWORDS
13.9
1.
2.
3.
4.
5.
6.
7.
************
27
LESSON: 14
THE CORPORATE DIGITAL LIBRARY
Subject: E-Commerce
Vetter :
STRUCTURE
14.0
Objective
14.1
Introduction
14.2
Definition
14.3
14.4
14.5
14.6
14.7
14.8
14.9
14.10
Summary
14.11
Keywords
14.12
14.13
Suggested Readings
14.0
OBJECTIVE
libraries of digital information that could be accessed by anyone from anywhere in the
world. Phrases like virtual library, electronic library, library without walls and,
most recently, digital library, all have been used interchangeably to describe this broad
concept.
INTRODUCTION
When thousands of people read any government report on the Internet, they retrieved the
document from a major repository of government publications. Millions of such
documents are now available through the world wide web which is ubiquitous as well as
accessible anywhere/anytime. Is retrieving that report or other similar publications from
the web equivalent to using a digital library? There is no broad, balanced collection of
information that meets particular selection criteria. Internet publications lack
standardization and validation. Items have minimal cataloging or other bibliographic
control. And, finally, effective retrieval of information is not guaranteed. According to
Clifford Lynch:
One sometimes hears the Internet characterized as the worlds library
for the digital age. This description does not stand up under even
casual examination. The Internet and particularly its collection of
multimedia resources known as the www was not designed to support
the organized publication and retrieval of information as libraries are.
It has evolved into what might be thought of as a chaotic repository for
DEFINITION
So what is a digital library? There is much confusion surrounding this phrase, stemming
from three factors. First, the library community has used several different phrases over
the years to denote this concept-electronic library, virtual library, library without wallsand it never was quite clear what each of these different phrases meant. Digital library
is simply the most current and most widely accepted term and is now used almost
exclusively at conferences, online, and in the literature.
Another factor adding to the confusion is that digital libraries are at the focal point of
many different areas of research, and what constitutes a digital library differs depending
upon the research community that is describing it. For example:
and for library science, it is another step in the continuing automation of libraries
that began over 25 years ago
In fact, a digital library is all of these things. These different research approaches will all
add to the development of digital libraries.
Third, confusion arises from the fact that there are many things on the Internet that people
are calling digital libraries, which-from a librarians point of view-are not. For
example:
for large corporations, a digital library is the document management systems that
control their business documents in electronic form.
and for at least one very large software company, a digital library is the collection
of whatever it can buy the rights to, and then charge people for using.
A fairly spectacular example of what many people consider to be a digital library today is
the World Wide Web. The Web is a gathering of thousands and thousands of documents.
Many would call this huge collection a digital library because they can find information,
just as they can do banking in a digital bank or buy compact discs in a digital record
store. Yet, is the Web a digital library?
Thus, in examining the various examples of what are called digital libraries, it appears
that librarians have been confused about what a digital library is, that the word library
has been appropriated by many different groups to describe either their areas of research
or signify a simple collection of digital objects.
So what is a working definition of digital library that makes sense? As a starting point,
we should assume that digital libraries are libraries with the same purposes, functions,
and goals as traditional libraries-collection development and management, subject
analysis, index creation, provision of access, reference work, and preservation. A narrow
focus on digital formats alone hides the extensive behind-the-scenes work that libraries
do to develop and organize collections and to help users find information.
The institutions involved in the American Digital Library Federation came up with a
similar notion of digital library. It also emphasizes the traditional underpinnings of
libraries-selection, access, and preservation-as well as the fact that digital libraries will
necessarily be constructed to serve particular communities.
Digital libraries are organizations that provide the resources, including
the specialized staff, to select, structure, offer intellectual access to,
interpret, distribute, preserve the integrity of, and ensure the persistence
over time of collections of digital works so that they are readily and
economically available for use by a defined community or set of
communities.
digital libraries will also include digital materials that exist outside the physical
and administrative bounds of any one digital library
digital libraries will include all the processes and services that are the backbone
and nervous system of libraries. However, such traditional processes, though
forming the basis digital library work, will have to be revised and enhanced to
accommodate the differences between new digital media and traditional fixed
media.
digital libraries ideally provide a coherent view of all of the information contained
within a library, no matter its form or format
digital libraries will require both the skills of librarians and well as those of
computer scientists to be viable.
Many corporations are finding that the most effective way to manage their business
information is through a corporate library that provides the architecture to model, map,
integrate, condense, and transform scattered information housed in digital documents and
legacy databases into meaningful business information.
Today, the term digital library is widely used as the generic term for diverse information
structures that provide organizations and workers access to the vast amount of internal
information encoded in multimedia formats. It creates a unified repository of consistent
business data for information processing. Companies can perform more substantive,
accurate, and consistent analyses using the digital library as a foundation for decision
support systems.
The digital library is riot a monolithic entity but a loose collection of distributed on-line
information sources-databases and electronic documents organized in a meaningful way.
The term library is apt in this context because the fundamental mission of any library is to
provide storage and physical access to the published document.
Digital libraries are of two types: electronic document-based digital libraries and
structured data or database-oriented warehouses.
In the last four years, document processing and management has emerged from obscurity
to challenge traditional notions of business data processing. We use the term document in
the broadest sense, to denote all non data records, including books, reports, paper
materials, electronic files, video, and audio.
The revolution of digital documents has been spurred by the availability of inexpensive
networking technology and applications. It is also quite clear that new information
generated outside of the relational database realm is done in digital document forms
(word processing, spreadsheets, CD-ROMs, audio recordings, digital video, and others)
and the rate of retrospective con- version (from paper to electronic form) is also growing.
Data Warehouses
Data warehouses are designed as central information repositories for combining and
storing vast amounts of historical and reference data from a number of different sources.
These corporate data sources include mainframe databases, client-server relational
databases, spreadsheets, text reports, flat files, and proprietary systems.
Building a data warehouse allows companies to optimize query times and enables
managers to be consistent in their analysis.
Clearly, the approaches to developing and manipulating document libraries versus data
warehouses are substantially different. The difference exists at the underlying content
level and at the actual application level. Although the digital library promises to make it
easy to conduct .electronic commerce, building the digital library itself is a challenging
undertaking. That challenge can be broken down into three areas:
1.
2.
3.
A way for users to get useful information out of the digital library
14.3
The fundamental reason for building digital libraries is a belief that they will provide
better delivery of information than was possible in the past. Traditional libraries are a
fundamental part of society, but they are not perfect. Can we do better?
Enthusiasts for digital libraries point out that computers and networks have already
changed the ways in which people communicate with each other. In some disciplines,
they argue, a professional or scholar is better served by sitting at a personal computer
connected to a communications network than by making a visit to a library. Information
that was previously available only to the professional is now directly available to all.
From a personal computer, the user is able to consult materials that are stored on
computers around the world. Conversely, all but the most diehard enthusiasts recognize
that printed documents are so much part of civilization that their dominant role cannot
change except gradually. While some important uses of printing may be replaced by
electronic information, not everybody considers a large-scale movement to electronic
information desirable, even if it is technically, economically, and legally feasible.
Here are some of the potential benefits of digital libraries.
To use a library requires access. Traditional methods require that the user goes to
the library. In a university, the walk to a library takes a few minutes, but not many
people are member of universities or have a nearby library. Many engineers or
physicians carry out their work with depressingly poor access to the latest
information.
A digital library brings the information to the users desk, either at work or at
home, making it easier to use and hence increasing its usage. With a digital library
on the desk top, a user need never visit a library building. The library is wherever
there is a personal computer and a network connection.
10
Most of what is stored in a conventional library is printed on paper, yet print is not
always the best way to record and disseminate information. A database may be the
best way to store census data, so that it can be analyzed by computer; satellite data
can be rendered in many different ways; a mathematics library can store
mathematical expressions, not as ink marks on paper but as computer symbols to be
manipulated by programs such as Mathematica or Maple.
Even when the formats are similar, materials that are created explicitly for the
digital world are not the same as materials originally designed for paper or other
media. Words that are spoken have a different impact from words that are written,
and online textual materials are subtly different from either the spoken or printed
word. Good authors use words differently when they write for different media and
users find new ways to use the information. Materials created for the digital world
can have a vitality that is lacking in material that has been mechanically converted
to digital formats, just as a feature film never looks quite right when shown on
television.
Each of the benefits described above can be seen in existing digital libraries. There
is another group of potential benefits, which have not yet been demonstrated, but
hold tantalizing prospects. The hope is that digital libraries will develop from static
repositories of immutable objects to provide a wide range of services that allow
collaboration and exchange of ideas. The technology of digital libraries is closely
related to the technology used in fields such as electronic mail and teleconferencing,
which have historically had little relationship to libraries. The potential for
convergence between these fields is exciting.
14.4
The highest priority of a library, digital or any other is to serve the research needs of
clientele. The development, maintenance and extension of its collection and its
technologies must be supportive as well as subordinate to his primary objective.
However, in digital library environment:
Functions of authors, publishers, vendors, and users, etc. will vary. Both
11
Only digital information is disseminated; some are produced loca11y~ and most
information is obtained by remote access; most of these information are less
permanent in nature. In these circumstances, it is very difficult for the
professional to decide: What should be organized? Who should do it? What
standards to be followed?
Users only locate the information; information is not usually structured, no rules
or codes are followed and no one to control the information that is made
available.
12
The optimism and hype from the early 1990s has been replaced by a realization that
building digital libraries will be a difficult, expensive, and long-term effort. Creating
effective digital libraries poses serious challenges. The integration of digital media into
traditional collections will not be straightforward, like previous new media (e.g., video
and audio tapes), because of the unique nature of digital information--it is less fixed,
easily copied, and remotely accessible by multiple users simultaneously. Some the more
serious issues facing the development of digital libraries are outlined below.
Technical architecture
The first issue is that of the technical architecture that underlies any digital library
system. Libraries will need to enhance and upgrade current technical architectures to
accommodate digital materials. The architecture will include components such as:
One important thing to point out about technical architectures for digital libraries is that
they wont be monolithic systems. Instead, there will be a collection of disparate systems
and resources connected through a network, and integrated within one interface, most
likely a Web interface or one of its descendants. For example, the resources supported by
the architecture could include:
directories
photographs
Though these resources may reside on different systems and in different databases, they
would appear as though there were one single system to the users of a particular
community.
Within a coordinated digital library scheme, some common standards will be needed to
allow digital libraries to interoperate and share resources. The problem, however, is that
across multiple digital libraries, there is a wide diversity of different data structures,
search engines, interfaces, controlled vocabularies, document formats, and so on.
Because of this diversity, federating all digital libraries nationally or internationally
would an impossible effort. Thus, the first task would be to find sound reasons for
federating particular digital libraries into one system. Narrowing the field in such a
manner would reduce the technical and political hurdles required to establish common
practices. Further, because of the often uncertain futures of both de jure and defacto
standards over time, what those standards are is unclear.
Building digital collections
One of the largest issues in creating digital libraries will be the building of digital
collections. Obviously, for any digital library to be viable, it must eventually have a
digital collection with the critical mass to make it truly useful. There are essentially three
methods of building digital collections:
14
While the third method may not exactly constitute part of a local collection, it is still a
method of increasing the materials available to local users. One of main issues here is the
degree to which libraries will digitize existing materials and acquire original digital
works, as opposed to simply pointing to them externally. This a reprise of the old access
versus ownership issue--but in the digital realm--with many of the same concerns such
as:
What about digital collection building in a coordinated scheme? There are many reasons
why building digital collections is a good candidate for coordinated activity. First,
acquiring digital works and doing in-house digitization are expensive, especially to
undertake alone. By working together, institutions with common goals can gain greater
efficiencies and reduce the overall costs involved in these activities, as was the case with
retrospective conversion of bibliographic records. Second, it also reduces the redundancy
and waste of acquiring or converting materials more than once. Third, coordinated digital
collection building enhances resource sharing and increases the richness of collections to
which users have access.
How can specific materials to be processed by a given institution be identified? Who
collects and/or digitizes what materials could be based on factors such as:
unique collections. If a library has the only copies of something, they are
obviously the ones to digitize it
the priorities of user communities. Such priorities will justify holding the
materials locally, for example, because of the demands of a curriculum
15
skills of staff. Institutions whose staff dont have the necessary skills cant
become a major node in a national scheme.
Yet, no matter how a collection is built-of materials digitized in-house, of original digital
works, or of providing access to materials by pointing to other external resources-libraries in a collective must ensure it is preserved and made available in perpetuity. For
example, if the only copies of digital works reside on a particular publishers server, then
what happens if the publisher goes bankrupt? Or if the market value of a particular work
approaches zero? What if all of part of a digital collection of a library were lost, such as
through some catastrophic event?
Digitization
Recall that one of the primary methods of digital collection building is digitization. What
does this term mean exactly? Simply put, it is the conversion of any fixed or analogue
media--such as books, journal articles, photos, paintings, microforms--into electronic
form through scanning, sampling, or in fact even re-keying. An obvious obstacle to
digitization is that it is very expensive. One estimate from the University of Michigan at
Ann Arbor, the organization responsible for the JSTOR project, puts the cost of digitizing
a single page at $2 to $6 dollars US.
How do you go about deciding what parts of a collection to digitize? There are several
approaches available, at least theoretically:
16
high-use materials, making those materials that are in most demand more
accessible.
ad hoc approach, where one digitizes and stores materials as they are requested.
This is, however, a haphazard method of digital collection building.
whether they provide greater access than possible with original materials (e.g.,
fragile, rare materials)
Metadata
Metadata is another issue central to the development of digital libraries. Metadata is the
data that describes the content and attributes of any particular item in a digital library. It
is a concept familiar to librarians because it is one of the primary things that librarians
do--they create cataloguing records that describe documents. Metadata is important in
digital libraries because it is the key to resource discovery and use of any document.
Anyone who has used Alta Vista, Excite, or any of the other search engines on the
Internet knows that simple full-text searches dont scale in a large network. One can get
thousands of hits, but most of them will be irrelevant. While there are formal library
standards for metadata, namely AACR, such records are very time-consuming to create
17
and require specially trained personnel. Human cataloguing, though superior, is just too
labour extensive for the already large and rapidly expanding information environment.
Thus, simpler schemes for metadata are being proposed as solutions.
The lack of common metadata standards-ideally, defined for use in some specified
context-is yet another a barrier to information access and use in a digital library, or in a
coordinated digital library scheme.
Naming, identifiers, and persistence
The fifth issue is related to metadata. It is the problem of naming in a digital library.
Names are strings that uniquely identify digital objects and are part of any documents
metadata. Names are as important in a digital library as an ISBN number is in a
traditional library. They are needed to uniquely identify digital objects for purposes such
as:
citations
information retrieval
Any system of naming that is developed must be permanent, lasting indefinitely. This
means, among other things, that the name cant be bound up with a specific location. The
unique name and its location must be separate. This is very much unlike URLs, the
current method for identifying objects on the Internet. URLs confound in one string
several items that should be separate. They include the method by which a document is
accessed (e.g., HTTP), a machine name and document path (its location), and a document
file name which may or may not be unique (e.g., how many index.html files do you have
on your Web site?). URLs are very bad names because whenever a file is moved, the
document is often lost entirely.
A global scheme of unique identifiers is required; one that has persistence beyond the life
of the originating organization and that is not tied to specific locations or processes.
18
These names must remain valid whenever documents are moved from one location to
another, or are migrated from one storage medium to another.
The issue of persistent naming raises it head in a coordinated scheme, as well. Persistent
name is an organizational problem, rather than an engineering problem. Technically, a
system to handle name is possible, however, unique identifiers will only persist if some
institution takes responsibility for their management and migration from a current
technology to succeeding generations of technologies. Thus, one goal of a coordinated
digital library scheme would be to identify an institution or institutions that would take
charge of issuing, resolving, and migrating a system of unique names.
Copyright / rights management
Copyright has been called the single most vexing barrier to digital library development.
The current paper-based concept of copyright breaks down in the digital environment
because the control of copies is lost. Digital objects are less fixed, easily copied, and
remotely accessible by multiple users simultaneously. The problem for libraries is that,
unlike private businesses or publishers that own their information, libraries are, for the
most part, simply caretakers of information--they dont own the copyright of the material
they hold. It is unlikely that libraries will ever be able to freely digitize and provide
access to the copyrighted materials in their collections. Instead, they will have to develop
mechanisms for managing copyright, mechanisms that allow them to provide information
without violating copyright, called rights management.
Some rights management functions could include, for example:
usage tracking
providing the copyright status of each digital object, and the restrictions on its use
or the fees associated with it
19
Preservation
Another important issue is preservation-keeping digital information available in
perpetuity. In the preservation of digital materials, the real issue is technical
obsolescence. Technical obsolescence in the digital age is like the deterioration of paper
in the paper age. Libraries in the pre-digital era had to worry about climate control and
the de-acidification of books, but the preservation of digital information will mean
constantly coming up with new technical solutions.
When considering digital materials, there are three types of preservation one can refer
to:
the preservation of the storage medium. Tapes, hard drives, and floppy discs
have a very short life span when considered in terms of obsolescence. The data on
them can be refreshed, keeping the bits valid, but refreshing is only effective as
long as the media are still current. The media used to store digital materials
become obsolete in anywhere from two to five years before they are replaced by
better technology. Over the long term, materials stored on older media could be
lost because there will no longer have the hardware or software to read them.
Thus, libraries will have to keep moving digital information from storage medium
to storage medium.
20
The bottom line is that no one really knows how yet how to best migrate digital
information. Even if there were adequate technology available today, information
will have to be migrated from format to format over many generations, passing a
huge and costly responsibility to those who come after.
14.5
Digital library requires well-tested and proven information technologies including the
multimedia kit. Much of the work in digital libraries is achieved through e-mail service,
by participating in usernet(s), by accessing the databases or servers through networks,
like Internet. Locally developed databases will contribute a lot to develop digital libraries.
In other words, the components of digital libraries are;
Local library system, with adequate PCs having LAN, local databases in machine
readable form, CD-ROMs etc, provision to provide e-mail service, access to
servers, and to remote databases etc.
A variety of system functions to coordinate, manage the entry and to retrieve data.
21
14.6
The final potential benefit of digital libraries is cost. This is a topic about which there has
been a notable lack of hard data, but some of the underlying facts are clear.
Conventional libraries are expensive. They occupy expensive buildings on prime sites.
Big libraries employ hundreds of people - well-educated, though poorly paid. Libraries
never have enough money to acquire and process all the materials they desire. Publishing
is also expensive. Converting to electronic publishing adds new expenses. In order to
recover the costs of developing new products, publishers sometimes even charge more
for a digital version than the printed equivalent.
Todays digital libraries are also expensive, initially more expensive. However, digital
libraries are made from components that are declining rapidly in price. As the cost of the
underlying technology continues to fall, digital libraries become steadily less expensive.
In particular, the costs of distribution and storage of digital information declines. The
reduction in cost will not be uniform. Some things are already cheaper by computer than
by traditional methods. Other costs will not decline at the same rate or may even increase.
Overall, however, there is a great opportunity to lower the costs of publishing and
libraries.
Lower long-term costs are not necessarily good news for existing libraries and publishers.
In the short term, the pressure to support traditional media alongside new digital
collections is a heavy burden on budgets. Because people and organizations appreciate
the benefits of online access and online publishing, they are prepared to spend an
increasing amount of their money on computing, networks, and digital information. Most
of this money, however, is going not to traditional libraries, but to new areas: computers
and networks, Web sites and Webmasters.
Publishers face difficulties because the normal pricing model of selling individual items
does not fit the cost structure of electronic publishing. Much of the cost of conventional
publishing is in the production and distribution of individual copies of books,
22
photographs, video tapes, or other artifacts. Digital information is different. The fixed
cost of creating the information and mounting it on a computer may be substantial, but
the cost of using it is almost zero. Because the marginal cost is negligible, much of the
information on the networks has been made openly available, with no access restrictions.
Not everything on the worlds networks is freely available, but a great deal is open to
everybody, undermining revenue for the publishers.
14.7
The emerging spectrum of documents types range from the inflexible (imaging formats)
to the most flexible or customizable (virtual documents).
In the first part of the document continuum, content is treated as a monolithic whole. Not
until the second part does the structure of content become more important. In the third
part, content is not assumed to be in one place but distributed on the network. And
finally, as documents become more flexible they need to become smarter. They have to
provide a framework for managing all the different pieces-data and applications-that are
present. These smart documents are known generically as active documents or documentoriented computing.
Document Imaging
Document imaging emulates microfiche and microfilm. An imaging system passes a
paper document through a scanner that renders it digital and then stores the digital data as
a bit-mapped image of the document. Keywords for each document that help in indexing
and retrieval are entered during scanning. The problem with the imaging approach is that
the output contains only images, not encoded text. Consequently, searching the text of a
documents image is possible only using the keywords that categorize that document.
And without a specific, well-designed list of keywords, a large library of imaged
documents would be created but not used effectively.
23
systems have their place. Insurance companies and other large firms often use imaging
systems for processing high volumes of routine yet critical documents such as claims
forms and supplier invoices. The benefit of being able to retrieve paperwork instantly
instead of in days is obvious-time is money.
1. TIFF (tag image file format). Format for interchange of bit-mapped images. It was
developed through an industry effort initiated by Aldus Corporation and has achieved de
facto standard status.
2.
ITU-
TSS
(International
Telecommunication
Union-telecommunications
standardization sector) Group IV T.6 Facsimile. This standard is used for compression
and exchange of bit-mapped files.
Structured Documents
A significant breakthrough in document management occurred when people realized that
the document structure provides a clear description of document content. This important
advance in electronic document manipulation goes by the name of structured documents.
Structured documents apply data- base structuring capabilities to individual documents
and document collections to allow tools to manipulate document content just like fields
within database tables.
24
Document rendering and presentation affects how users interact with onscreen
help, educational materials, and documentation. For example, the audio rendering
of documents opens up a new world for the visually handicapped.
2. The ability to create easily modifiable structures allows more dynamic documents
and user interaction and manipulation, such as the ability to create bookmarks,
highlight text, and write notes.
In other words, documents are no longer stagnant, but can be edited, cross-referenced,
and linked to other items, such as graphics, video, photo, or voice scripts. These features
bring the document to a multi-user, networked platform with the ability to collaborate
with other users on the document.
3. Given the right structure and interface, electronic documents can be easier to
search and.-query than its hardcopy counterpart or image counter- part. Multipleword (Boolean) and string searches are often used to locate and retrieve the
information, either as parts of the document or the entire document itself.
A large array of standards and products are available to help create and man- age
structured documents, depending on the goal and task at hand, If document interchange
between platforms and fidelity to document format is the main concern, a compound
document architecture (ODA, RTF, or CDA) may suffice. If document structure and
manipulation are paramount, then the overwhelming choice is SGML.
SGML (standard generalized markup language)-an ISO standard for inter- change
and multi formatting description of text documents in terms of their logical
structure. SGMLs biggest and most powerful supporter, the Department of
Defense, has mandated SGML as the standard for electronic publishing in the
Computer-Aided Acquisition and Logistics Support (CALS) program.
ODA (office document architecture)-an ANSI and ISO standard for inter- change
of compound office documents. In contrast to SGML, which describes document
25
structure, ODA specifies both content and format, Despite all the work that went
into the standard, ODA is not considered to be a major player in the future of
electronic publishing.
The table given below compares the advantages and disadvantages of these standards, of
all these, the SGML standard seems to have the most momentum. SGML can make text
into a database, rendering it useful in the same way traditional databases are useful. It
can provide editing, interchange, and search and retrieval capabilities. SGML provides
these capabilities through the concept of descriptive or generalized markup.
Technology
Advantages
Disadvantages
Document
interchange
independent
formats
keep require
expertise
make
CDA, or RTF)
information;
standards
that
can
to
that
use;
users
applications
recognize
the
encoding used.
Document
Extensions
capability.
26
Hypertext Documents
The value of information increases when it moves to areas where some entity-individual
or software program-can make use of it. Hypertext is a way of making document-based
information more mobile. Mobility of information is necessary for the following reasons:
Active Documents
Active documents (or compound documents) represent what is known as document,.
oriented computing. Active documents provide an interactive interface where all
27
documents, applications, and data related to a particular task are assembled, arranged, and
interlinked such a manner that the user can focus on the task at hand and be shielded from
non task-related issues like access, storage, data formats, location, computing, or delivery
mechanisms.
Active documents share the common goal of making the users computing experience as
easy and productive as possible, a goal that has remained an elusive but tantalizing
prospect. As people use PCs for more and more complex tasks, often involving multiple
programs and even a variety of media, they need to have better integration of various
documents created by the diverse applications. This trend is evident in the shift taking
place in the software development community from stand-alone, application-based
computing toward integrated document-based computing.
14.8
Take, for example, financial systems. In many companies, financial consolidation is done
manually, with sales information from each outlet keyed into individual computer
systems every night. The information is then sent to the corporate office, where it is
posted to the mainframe accounting sys- tem, which has no analysis capabilities. Any
analysis has to be completed via a second system by downloading the data, thus proving
the process to be labor intensive and slow. Clearly there is a need for a central data
warehouse that is populated with data automatically and provides effective retrieval and
use of information.
28
The organizations buying into data warehousing for decision support exhibit the
following characteristics:
Data warehouses are necessary as enterprise wide data increase in both volume and
complexity, making it important to establish an information systems architecture that
transforms scattered legacy data into useful information. The data warehouse performs
the following functions:
Consolidates data from the various transaction systems into a coherent set
Allows analysis of vital information about current operations for decision support
Once the data are stored in the warehouse, companies can slice it several different ways,
performing detailed, multidimensional what-if scenarios on various aspects of the
companies operations. This capability enables users to gain insights into corporate
performance and customer behavior that are not possible using disconnected operational
computing systems.
29
Physical data warehouse. This is an actual, physical database into which all the
corporate data for the data warehouse are gathered, along with the schemas
(information about data) and the processing logic used to organize, package, and
preprocess the data for end user access.
Logical data warehouse: This contains all the metadata, business rules, and
processing logic required to scrub, organize, package, and preprocess the data. In
addition, it contains the information required to find and access the actual data,
wherever it actually resides.
Data library: This is a subset of the enterprise wide data warehouse. Typically, it
performs the role of a departmental, regional, or functional data warehouse. As
part of the data warehouse process, the organization builds a series of data
libraries overtime and eventually links them via an enterprise wide logical data
warehouse.
Decision support systems (DSSs): These systems are not data warehouses but
applications that make use of the data warehouse. They are also called executive
information systems (EIS).
30
31
hour, the manager can easily create that report without the help of the IS department or
the departmental computer guru.
14.9
The tools are there and the technology is there, so there is no excuse for us in India, not to
start planning for digital libraries. A number of biomedical institutions in the country
have already made a start and notable among these are National Informatics Centre, All
India Institute of Medical Sciences in New Delhi; National Institute of Mental Health and
Neurosciences in Bangalore and MGR University in Madras.
National Informatics Centre (NIC): NIC through NICNET (NIC satellite based
communication network) has 500 odd V SAT at state and district offices. NIC has digital
capabilities to support any kind of computer-communication facilities.
.Information from databases accessible via internet .Information from other NLM
databases
32
End-users training
The NIC has been providing biomedical information services to the j medical community
in the country since 1987/88 staring from the MEDLARS (Medical Literature Analysis
and Retrieval Systems) of National Library of Medicine, USA it has now reached a point
where a number of databases are being accessed through Internet and WWW.
Information from over 40 databases of MEDLARS is being provided to hundreds of
doctors/clinicians, postgraduate students and the paramedical staff. Medical institutions
and libraries in India can access MEDLINE data from almost any part of the country.
Special information packages on specific drugs and diseases are prepared for medical and
health professionals during epidemics for patient care needs. This information can be
transferred instantly over NICNET to the remotest parts of the country. Other major
institutions like AIIMS and NIMHANS have procured a number of databases on CDROMs and are providing information services to their faculty. The DBT Centres are
subscribing to gene, DNA and other protein sequence databases on CDs and are also
accessing these databases through Internet.
NIC also understands to train the end users, largely including medical and health
professionals in the information retrieval techniques. This enables them to shed all
inhibitions and feel comfortable in accessing information in digitized format. With the
existing scenario in India, it will not be a difficult task to start a network of digital
libraries. This would enable a faster and reliable information access and satisfy the
information seeker.
33
14.10 SUMMARY
Libraries around the world have been working on this daunting set of challenges for
several years now. They have created many digital library initiatives and projects, and
have formed various national schemes for jointly exploring key issues. With several years
accumulated experience, the initial enthusiasm surrounding the development of the
digital library has been replaced by sober second thought. Librarians have discovered
that, with a few exceptions, making a business case for digitization and investments in
digital technology is more difficult than first envisioned, especially given the technical
and legal constraints that must first be overcome. As with most other technical
developments in libraries over the years, we will have to move forward in small,
manageable, evolutionary steps, rather than in an rapid revolutionary manner.
14.11 KEYWORDS
PDF: Portable Data File
TIFF: Tag Image File Format, format for interchange of bit-mapped images.
ITU-TSS: International Telecommunication Union-telecommunications standardization
sector, the standard is used for compression and exchange of bit-mapped files.
ODA: Office Document Architecture)-an ANSI and ISO standard for inter- change of
compound office documents.
RTF: RTF (rich-text format)- initially developed by Microsoft for interchange of text
between Microsoft desktop products.
CDA: CDA (compound document architecture)-Digital Equipment Corp. CDA defines a
set of ground rules-content and format-and services for the interchange of compound
documents between applications.
SGML: Standard Generalized Markup Language)-an ISO standard for inter- change and
multi formatting description of text documents in terms of their logical structure
CALS: Computer-Aided Acquisition and Logistics Support
LOTUS NOTES: A famous groupware software
DSS: Decision Support System
34
1.
2.
3.
4.
5.
6.
7.
8.
************
35