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Introduction to MIS Chapter 7 Electronic Business Jerry Post Technology Toolbox: Paying for Transactions Technology Toolbox: Choosing Web Server Technologies Cases: Retail Sales Outline  What types of products are sold online?  How do Web-based services work and why do they change the world?  How can customers pay for products and why do you need new payment mechanisms?  How do firms get revenue from Web ads and how do customers find a site?  How do you create an EC Web site?  How do portable Internet connections (mobile phones) provide new ways to sell things?  When do consumers and businesses pay sales taxes on the Internet?  Does the Internet create a global marketplace?  What are the costs for cloud computing? Electronic Salesperson Business Service, orders, and information Orders, Auctions, and EDI Large business Small business/ supplier Sales and CRM The Internet Web hosting and Web-based services Consumers Customer Forms of Electronic Commerce Business Consumer Business B2B EDI Commodity auctions Services B2C Consumer-oriented Sales Support Consume r C2B Minimal examples, possibly contract employee sites such as vworker.com C2C Auction sites (eBay) But many of these are dominated by small business sales. Social networks Marketing Phases  Pre-Purchase  ◦ Transmission security. ◦ User identification. ◦ Static data sites.       Promotion. Product specifications. Pictures. Schematics. Pricing. FAQs. ◦ Interactive sites.  Configuration.  Compatibility.  Complex pricing. Purchase ◦ Product selection. ◦ Payment validation. ◦ Order confirmation.  Post-Purchase ◦ Service.  Problem tracking.  Sales leads. ◦ Resolve problems. ◦ Answer questions. ◦ Product evaluation.  Modifications.  Tracking customers. E-Commerce B2C U.S. Sales U.S. E-Commerce Sales 60 50 Billion $ 40 30 20 10 0 4 2 4 2 4 2 4 2 4 4 2 4 2 4 2 4 2 4 2 2 4 2 4 9- 00- 00- 01- 01- 02- 02- 03- 03- 04- 04- 05- 05- 06- 06- 07- 07- 08- 08- 09- 09- 10- 109 19 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 EC/Total = 5% in 2010-Q4 EC 4Q/Year = 32% Total 4Q/Year = 27% EC Annual 22% average growth rate v. 3% for total http://www.census.gov/mrts/www/ecomm.html Amazon EC 2010-Q4 ◦ Total U.S. EC Sales: $52.6Billion ◦ Amazon Sales: $12.95 Billion ◦ Amazon is almost 25% of the total! Basic Consumer Concepts Lower prices ◦ All else equal, consumers will purchase a product with a lower total price. ◦ Consumers require information to compare. Instant gratification ◦ All else equal, consumers will choose a product in hand. See and touch ◦ Consumers prefer to see and touch products whenever possible. Things are rarely “equal” ◦ Which is the point of marketing and information. Products and Online Questions Food ◦ Webvan and Peapod both tried. Too expensive and minimal demand. ◦ Restaurants are small and local and do little online. ◦ Specialty foods, such as coffee are popular. Clothing ◦ Sizing and touch are issues. ◦ Variety and assortment are easier to find online. ◦ Brands make it easier to search and buy online. Shelter ◦ Housing is hard to sell online. ◦ House data controlled by realtor organizations (MLS). ◦ Rentals can benefit. ◦ http://www.zillow.com Transportation ◦ Airlines heavily use the Internet, with a new push to selling their own tickets. ◦ New cars are hard to buy and sell online. ◦ Manufacturers provide minimal data. ◦ Used car sales benefit from the search capabilities. Online Sales: Digital Content Entertainment: Defined products ◦ Books  In 2010, Amazon reported digital sales exceeded sales of even paperback books.  E-readers are dropping in price. ◦ Music  Flexible pricing might increase sales even faster. Amazon now offers monthly sales.  High-end systems: www.hdtracks.com ◦ Video  Movies (Netflix, …)  Television (Hulu, …) B2C Internet Features Search Compare products and vendors Low costs for large amounts of information Wide audience Tailor responses to individuals Social feedback (newer) What products match these features? B2B Internet EDI ◦ Ordering and Tracking ◦ Payment Web site ordering ◦ Staples and Office Depot Auctions ◦ Spot market, such as steel Services ◦ Hosting ◦ Search ◦ Payment Production Chain parts supplier parts supplier warehouse supplier workers warehouse supplier retail store supplier tool manufacturer Manufacturer wholesaler distributor parts supplier wholesaler distributor retail store distributor retail store Consumers retail store Disintermediation Production Chain Manufacturer Retailer Consumer E-commerce website Airlines and Disintermediation 1960s-1990s 2000-2010 Airline (American) Reservation system (Sabre) Travel agent Customer Web Sites (Expedia, Orbitz, Travelocity) 2010- Price Competition Searches ◦ Google (www.google.com/products) ◦ Bing (Products tab) ◦ Nextag Barcode ◦ Android ◦ iPhone scanning, many options Web search Prices and more http://scan.jsharkey.org/ MSRP and the U.S. Supreme Court Manufacturer Suggested Retail Price For almost 100 years in the U.S., manufacturers could suggest a retail price of a product but antitrust law prevented them from enforcing that price. In 2007, the U.S. Supreme Court in a 5-4 decision, overturned the law ◦ Leegin Creative Leather Products, Inc. v. PSKS, Inc., dba Kay’s Kloset ◦ http:// caselaw.lp.findlaw.com/cgi-bin/getcase.pl?court=US&navby=case&vol=000&invo l=06-480 Manufacturers can now stop sales to any retailer who offers discounts on their products. Reasoning ◦ The basic argument was that local stores provide service and people might use that service for free and go online to find a cheaper price from someone who does not have the costs of a storefront and customer service. ◦ A secondary argument was that it would force retailers to compete across brands instead of within a brand. [But how do you compete if you cannot cut price?] Alternate opinion: If stores provide a useful service, people would pay for it. The market would determine the value of that service—not an arbitrary value assigned by a manufacturer. And stores could make their own decision to sell products online at a discount. Ultimately, manufacturers who understand economics will reconfigure their prices. Dynamic Pricing P Price consumer is willing to pay S Perfect competition price D Q The ultimate goal is to set individual prices for each consumer to capture the maximum price each is willing to pay. As opposed to the perfect competition price, where everyone pays the same price, and some customers gain because they were willing to pay more. Making Money on the Internet Sell products Sell services ◦ To consumers (financial, match making, …) ◦ To businesses (Web services, CRM, …) Sell advertising Sell stock—which means convincing investors that you will someday make a profit doing one of the above Consumer Services: Social Networking Google Ads $ Facebook $ Ad Content Advertiser Distributed Services Original document Company 1 The Internet Internet Service Company 2 Translated document e.g., automated document translation E-Commerce Risk Mitigation Consumer is protected by credit card company. Encryption protects transmission of data and verifies identity of vendor. Customer It is critical that vendors protect their databases. Encrypt(Database) Vendor ata) d d r a c redit c ( t p y r tity. n e Enc d i r endo v y f i r e V es c i v r e s or s t c u d Vendor is not protected by pro credit card and has only weak methods to verify customer identity. Payment Mechanisms Credit card drawbacks ◦ High transaction costs. ◦ Not feasible for small payments. ◦ Only some protection for merchants. Characteristics needed ◦ Low enough costs to support payments less than $1. ◦ Secure transmission. ◦ Authentication mechanism. ◦ Easy translation to traditional money. Alternatives ◦ Mobile phone bill. ◦ Smart cards. ◦ Digital cash. Smart Card 5400-1111-0000Name Credit Card Industry VISA, MasterCard, AmEx, Discover, JCB, … Security Database Card Processor Authorization data Payment data Issuing Bank Customer Product/service Merchant Bank Payment data Merchant Digital Cash Trusted Party Service Conversion to real money (3) Cash amount is verified and added to vendor account. Bank (1) Consumer purchases a cash value. Vendor (2) Customer chooses product, sends ID or digital cash number. PayPal is similar, but takes a more interactive role in every transaction. All item data is sent through PayPal. Consumer Near Field Communication Payment Prepaid account Debit account Bank price Terminal inches Identifier + PIN Message receipt Customer Web Advertising Revenue Web Ad Revenue 9 Revenu e Google 8 7 6 Billion $ 5 4 3 2 1 0 1 3 1 3 1 3 3 1 1 3 1 3 1 3 1 1 3 1 3 3 1 1 3 3 1 3 1 3 -Q 7-Q 8-Q 8-Q 9-Q 9-Q 0-Q 0-Q 1-Q 1-Q 2-Q 2-Q 3-Q 3-Q 4-Q 4-Q 5-Q 5-Q 6-Q 6-Q 7-Q 7-Q 8-Q 8-Q 9-Q 9-Q 0-Q 0-Q 7 9 9 9 9 9 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 1 9 0 19 19 19 19 19 19 2 0 2 0 20 20 20 20 20 20 20 20 20 20 2 0 20 2 0 20 20 20 20 20 20 20 IAB: http://www.iab.net/resources/ad_revenue.asp And Google 10-Q statements. Some revenue is not advertising, but… IAB says top 10 companies generate over 70% of the revenue Web Advertising Placement Publisher Website negotiate sites Browse info page + ad link request page content User Web browser negotiate ads ad Ad DoubleClick/Google Rotate ads Track hits Collect money Distribute payments Track customers Advertisers Web Advertising: Advertiser Perspective Want viewers to see the ad. Want viewers to click through to the main site. Want to collect contact information from viewers. Need to match site demographics to target audience. Monitor response rates. Cost. Web Advertising: Publisher Perspective Income ◦ Cost per thousand viewings ($1 - $50) ◦ Need volume (25,000 or 1,000,000 per month) ◦ Need demographics Tasks ◦ Ad rotation software ◦ Tracking and monitoring ◦ Ad sales staff ◦ Billing ◦ Third Party: DoubleClick Google AdWords Advertisers purchase keywords When users search for something Google displays ads that match the keyword If a user clicks on an ad, the advertiser is charged. Advertiser Complications ◦ Choose keywords that users are likely to enter. ◦ Prices are not fixed—advertisers bid for keywords and the highest bids at any point in time are placed at the top. ◦ Advertisers set daily budgets. When a budget is reached the ads are no longer displayed. Any Web site owner can join Ad words and place ads on a page. Google pays a portion of the revenue to the owner when an ad is clicked. Google Keywords Decisions ◦ Keywords and phrases ◦ Price per click to bid ◦ Daily budget—be careful Support data from Google ◦ Number of monthly searches by keyword ◦ Estimated average cost per click ◦ Estimated ad position Check your competition! Keyword Selection and Pricing Online Advertising Becomes Complex http://www.lumapartners.com/resource-center/lumascapes-2/ Privacy Set your browser to block thirdparty cookies. Optionally, use “private” browsing mode, but it might not work with some Web site features. Watch for newer opt-out tools More extreme: Edit the hosts file to completely block an ad site: ◦ 127.0.0.1 ads.doubleclick.net Web Hosting Options Business Situation Hosting Options Small business with a few basic items. Static HTML with a Buy Now button. Unique items of uncertain value. eBay auction. Many items but minimal configuration issues. Web commerce server hosted by third party. Many unique items and merchant Amazon WebStore. identity is not critical. Unique service. Custom programming, probably run on a hosted server. Custom application with tight linkages to in-house applications and databases. Custom programming running on your own servers. Rare. Simple Static HTML Web Site Main Web Page Categories … Category 1 Category 2 Category 3 Product … Product … Product … Product 1 Description Price Photo photo … Product 2 Description Price Photo photo … Product 3 Description Price Photo photo … Product n Description Price Photo Simple Web Site with Buy Now Button Merchant Web site Card Processor Site Buy Now Product Description Price Shopping Cart Item Price … … Total Check Out Credit Card Data Name Address Phone Card Number Submit Notify merchant http://www.goemerchant.com/index.htm Customer Notification (Accept/Reject) http://www.paypal.com http://checkout.google.com Web Auctions     Uncertain price Can set reserve price Good for unique items Efficiency depends on ◦ Full information ◦ Adequate number of participants Amazon WebStore (MarketPlace) Search Cameras Description Vendor Transfer Description Price Scanned image Contact info Catalog Database Price Checkout Transaction Processing Amazon.com handles credit Sends order info to merchant Merchant ships item to consumer Consumer Product search Choose vendor Pay for item Web Commerce Servers Your Web site Products Shopping cart Sales Customers Merchants Commerce Server Shell Load database Images Descriptions Database Prices Customize site Web servers Web/Commerce Hosting Company Application Service Provider Business Application e.g., Accounting Store data Analyze data Facilitate company interaction Businesses that lease the use of the application Web Hosting Options Business Situation Hosting Options Small business with a few basic items. Static HTML with a Buy Now button. Unique items of uncertain value. eBay auction. Many items but minimal configuration issues. Web commerce server hosted by third party. Many unique items and merchant Amazon MarketPlace. identity is not critical. Unique service. Custom programming, probably run on a hosted server. Custom application with tight linkages to in-house applications and databases. Custom programming running on your own servers. Mobile Commerce Apple iPhone Motorola Xoom HTC Evo As cell phones and tablet computers converge; people can connect to any business every place they go. Cloud Computing Costs ◦ Fixed monthly ◦ Cost per processing ◦ Data storage ◦ Data transfer in and out ◦ Database/software Examples ◦ Amazon: Elastic Cloud (EC2), Simple Storage Service (S3), Database ◦ Microsoft: Azure and SQL Azure ◦ Rackspace ◦ Equinix Technology Toolbox: Paying for Transactions Payment Method Fixed Cost Fixed Fee Discount Fee Fraud/Insurance Cash Low except for security $0.00 $0.00 Physical security Check-physical $20/month $0.25 1.7% Included Check-electronic $20/month $0.25 2.5% Included Credit Card-physical $10/month Minimum $25 $0.25-$0.50 1.6% Covered: 0.08% fraud average Credit Card-electronic $30-$50/month Minimum $25 $0.25-$0.50 2.6%-4% Not covered: 0.25% fraud average Debit Card Setup/key pads $0.35-$0.55 0% - 2% None PayPal None $0.30 2.2% - 2.9% Covered for physical shipments Quick Quiz: Paying for Transactions 1. Why have consumers rejected most electronic payment mechanisms? 2. What additional fees are charged for international transactions? 3. What happens if a customer refutes a charge? Technology Toolbox: Choosing Web Server Technologies Main Platforms: Java: J2EE IBM Websphere Oracle PHP/PERL/PYTHON Microsoft .NET Quick Quiz: Web Server Technologies 1. Why would programmers become so attached to one system? 2. What are the advantages of choosing the most popular server technology? 3. What are the dominant costs of creating a website? Cases: Retail Sales Annual Revenue 450 400 350 Billion $ 300 Wal-Mart Sears SuperValu Amazon 250 200 150 100 50 0 19 94 19 95 19 96 19 97 19 98 19 99 20 00 20 01 20 02 20 03 20 04 20 05 20 06 20 07 20 08 20 09 20 10 Net Income / Revenue 0.2 0.1 0 Ratio -0.1994 1 -0.2 -0.3 -0.4 -0.5 -0.6 -0.7 9 19 5 9 19 6 9 19 7 9 19 8 9 19 9 0 20 0 0 20 1 0 20 2 0 20 3 0 20 4 0 20 5 0 20 6 0 20 7 0 20 8 0 20 9 1 20 0 Wal-Mart Sears SuperValu Amazon