Le nuove tecnologie come vantaggio competitivo della piccola impresa

John Cabot University

Le nuove tecnologie come

vantaggio competitivo

della piccola impresa

Stefano Gazziano

INPDAP: CORSO DI PERFEZIONAMENTO

28 Maggio – 2 Agosto 2012

1 [email protected]

Stefano Gazziano

your instructor

• First programming with punching cards, 1978, Univac

1100, Physics, La Sapienza Univ, Rome Italy

• First personal web page June 1994, ICSI, UC Berkeley,

Calif. USA (wayback machine listed it in 1996, there was no wayback

machine in 1994 )

• JCU Faculty since 1999

• Univ. Rome, Univ. Glasgow UK, Georgia Tech Atlanta

USA, Univ California Berkeley 1994, ENI, OECD, EC,

other private industry, ENEA, consultant in web

reputation management.

[email protected] 2

http://gazziano.it/pages/contatto.html






http://web.archive.org/web/19970606075941/http:/www.icsi.berkeley.edu/~gazziano/










Il Programma – 1

• Cloud computing per i sistemi informativi aziendali ed il lavoro in gruppo – Cos’è il “cloud” un esempio immediato in classe

– Offerta attuale e tendenze del “Cloud”

– Risparmi ed efficienza

– Sicurezza e tutela dei dati aziendali

• Presenza in rete: sito Web – Una delle componenti

– Progettazione

– Sviluppo e usabilità del sito

– Piattaforme online

– Strumenti per la gestione dei contenuti

– Aggiornamento del sito da parte di personale non ICT

– Ottimizzazione e posizionamento sui motori di ricerca

3 [email protected]

Il Programma – 2

• Piattaforme di commercio elettronico “pay-per-use” – Integrazione dei servizi di vendita con la piattaforma online

– Servizio all’utenza in rete (online CRM)

– Post vendita e assistenza clienti

• Banner pubblicitari – Servizi ”pay per click” “pay per impression”, Google Adwords

e Adsense

• Marketing digitale (newsletter e DEM, canali e-mail, sms, mms, fax e sondaggi, con analisi statistiche, comparative e di performance; campagne di acquisizione utenti, concorsi e giochi online per incrementare gli iscritti al database, programmi di incentivazione e fidelizzazione.

4 [email protected]

Il Programma - 3

– Promozione aziendale su Web

• Regole ed esperienze

• Blog, social network, comunità di utenti

• Quale piattaforma per quale paese ?

– (Orkut, Facebook, Badoo, QQ, Twitter, Vkontakte,

Linkedin, …. … …)

5 [email protected]

Il Programma – 1

let’s start

• Cloud computing per i sistemi

informativi aziendali ed il lavoro in

gruppo

– Offerta attuale e tendenze del “Cloud”

– Risparmi ed efficienza

– Sicurezza e tutela dei dati aziendali

– Cos’è il “cloud” un esempio immediato in

classe

6 [email protected]

Cloud computing:

lavorare direttamente su Internet

[email protected] 7

• Sometimes called simply “the Net,” the Internet is a worldwide system of computer networks—a network of networks hence Internet, in which users at any one computer can get information from any other computer

• The Internet uses a portion of the total resources of the currently existing public telecommunication networks. Technically, what distinguishes the Internet is its use of a set of protocols called TCP/IP (Transmission Control Protocol/Internet Protocol).

An Intranet

[email protected] 8

• An intranet is the use of Web technologies to create a private network, usually within one enterprise.

• It is typically a complete LAN, or several intra-connected LANs

• Intranets are used for: – work-group activities

– the distributed sharing of projects within the enterprise

– Controlled access to company financial documents

– use of knowledge management, research materials, online training, and other information that requires distribution within the enterprise.

Intranet v/s Internet

[email protected] 9

Extranet

[email protected] 10

• Connect several intranets via the Internet, by adding a security mechanism and some additional functionalities

• They form a larger virtual network that allows remote users (such as business partners or mobile employees) to securely connect over the Internet to the enterprise’s main intranet.

• Extranets are also employed by two or more enterprises (suppliers & buyers) to share information in a controlled fashion, and therefore they play a major role in the development of business-to-business electronic commerce and Supply Chain systems.

Intranet v/s Internet, 2


• X disk

• FTP area

• web sites (e.g.

Facebook)

JCU facilities

Rest of the World

(your laptop is here, at home)

The “FIREWALL”

connects

intranet to internet

PC Lab is here

Local v/s Network


• Local = on your machine(e.g.C:/programs)

• Local Network = « Intranet »

• X: shared disk (user permissions, permanent)

• O: temporary area (cleared periodically)

• Accessible only from within JCU premises

• Network, a.k.a. « cloud »

• Google docs

• MS Office 2010 (near future)

The World Wide Web


• Runs on the Internet, Intranet, Extranet

• Uses the Hypertext Protocol (HTTP)

• We just call it the Internet, but it is a

subset of it

Files on the Web


Web server and web browser

are different


Real systems are a bit more

complex, yes...


Cloud computing


Cloud Computing : software as

a service


http://en.wikipedia.org/wiki/Cloud_computing

Cloud computing types



[email protected]

Cloud computing

From system to services

The « Cloud » is a group of serves,

software, storage, processes,

applications, data bases, data …

Somewhere on the Net someone

knows where they all are


Mars 25-26

Tunis [email protected]

Cloud computing

Does that rememeber you of something ?

Perhaps the « mainframes of the ’70s ??


Mars 25-26


Cloud computing

Correct:

The mainframe is distributed over the Net


Mars 25-26


Cloud computing

Is a major concept about using storage and

processing power from computers and servers

distributed overall the world, and linked by the

Internet

a.k.a « The Grid »


Mars 25-26


Cloud computing

Users (usually companies) are no more owners of their servers, but

rather access a number of services available online with no need to

maintain and manage the underlying infrastructure

Applications and data are no more stored on local computers but

« in the cloud », on a number of servers in different locations and

interconnected by a high bandwiodht network, crucial to the

efficiency of the system.

Access to services is usually made via a web application, a browser.


Mars 25-26


Cloud computing

Cloud computing is a concept close to « power grid »

Computing power and storage is offered as « pay per

use » by specialized companies

As a matter of fact, companies do not need their own

computers any more, but rely on a service company,

which guarantees computing power and storage « on

demand » .


Mars 25-26


Cloud computing

Depending on the apoproacapproach, three « cloud

computing » types may be listed:

Internal cloud

external private clouds

public clouds

This is what is known as « elastic computing capacity ».


Mars 25-26


Cloud computing

There are already many IT systems « in the cloud » and many APIs to use

API from Amazon, Amazon EC2 is one of the most popular.

Many tools are compatible with Amazon EC2 APIs.

Eucalyptus, Open system enabling the creation of on-premise Infrastructure as a

Service clouds, with no requirements for retooling the organization's existing IT

infrastructure or for introducing any specialized hardware.système libre utilisant de la

virtualisation Xen et le langage Java.

egEclipse is a framework that allows users and developers to access arbitrary

computing infrastructures (video).

DotRiver. fully Open Source integrated desktop virtualization product in the market

today. Offers total control of your workstations, Whatever their type, their configuration,

their use, organization or technical architecture, “whatever your needs and for all of your

software”.

http://aws.amazon.com/ec2/

http://www.eucalyptus.com/

http://www.geclipse.org/



http://www.eclipse.org/geclipse/resources/videos/20080920_gEclipse_and_AWS.php



http://www.dotriver.com/

http://www.dotriver.com/


Mars 25-26


Cloud computing

Advantages

Optimizes costs compared to traditional systems, allows the development of shared

applications with no need of dedicated machines « in-house ».

Actually, costs depend on the duration of the service used : no investments (human

resources or machines) nécessite aucun investissement préalable (homme ou machine).

The elasticity of the cloud also allows for evolutive services, which means load increase

can be supported.

As an example, Salesforce.com, (Wikipedia) a pioneer in cloud computing now has a

customer base of more than 100,000 companies, serving millions of employees, with few

thousands servers (1000 on March 2009).

http://www.salesforce.com/?ir=1

http://en.wikipedia.org/wiki/Salesforce.com




Mars 25-26


Cloud computing

Hazards

Secure access to applications between client and remote

servers.

General security of company network.

Data on a cloud service are generally safer than on a local

storage. It is anyway possible to store sensible data within

the company protected areas, on an Intranet or Extranet.

http://en.wikipedia.org/wiki/Intranet

http://en.wikipedia.org/wiki/Extranet


Mars 25-26


Cloud computing

Technology : The virtual machine

Virtualization means to use a single computer like many

computers at the same time.

Software emulates

Hardware =

Total flexibility

http://www.vmware.com/virtualization/virtual-machine.html




Mars 25-26


Cloud computing


Mars 25-26


Cloud computing

Case study : Microsoft Azure

Introducing Windows Azure.pptx


Mars 25-26


Cloud computing

Case study : Amazon Elastic Computing







Mars 25-26


Cloud computing

Cas d’etude : ENEA Grid

http://www.cresco.enea.it/nx.html



Cloud computing by Telecom Italia


http://www.nuvolaitaliana.it/

aruba cloud.it


http://www.cloud.it/home.aspx

Google docs


http://en.wikipedia.org/wiki/Google_Docs


Google docs: let’s try it


Google Docs is a free, Web-based word

processor, spreadsheet, presentation,form, and

data storage service offered by Google. It

allows users to create and edit documents

online while collaborating in real-time with

other users.

http://en.wikipedia.org/wiki/Google_docs

http://en.wikipedia.org/wiki/Word_processor

http://en.wikipedia.org/wiki/Word_processor

http://en.wikipedia.org/wiki/Spreadsheet

http://en.wikipedia.org/wiki/Presentation

http://en.wikipedia.org/wiki/Form_(document)

http://en.wikipedia.org/wiki/Google

Google docs: a simple cloud

computing


• Use a gmail account (preferred, register now if you do not have one)

• Send me a mail to [email protected]

• Wait for the invitation to access the file

• Follow my instructions in class


mailto:[email protected]

Il Programma – 1b

Presenza in rete: sito Web

– Una delle componenti

– Progettazione

– Sviluppo e usabilità del sito

– Piattaforme online (Wordpress)

– Strumenti per la gestione dei contenuti (CMS)

– Aggiornamento del sito da parte di personale non ICT

– Ottimizzazione e posizionamento sui motori di ricerca

41 [email protected]

Your first Web page


• Just follow me, do not worry if you do not understand

• Open notepad

• Copy the text from next slide

• Save on your desktop as myname1.html (“myname” is supposed to be “your” name, e.g. In my case that would be gazziano1.html, ok ??)

• Double click on the file you saved

• There is your first web page

Text for your first web page


<html>

<head>

<title>JCU INPDAP Course Summer 2012 </title>

</head>

<body>

<h1>Welcome to …… your name … home page </h1>

<p>

Join us any evening for refreshing elixirs, conversation and maybe a game or two of

<em>Dance Dance Revolution</em>.

Wireless access is always provided; BYOWS (Bring your own web server).

</p>

<h2>Directions</h2>

<p>

You’ll find us right in the center of downtown Webville. Come join us!

</p>

</body>

</html>

You’re closer to learning HTML

than you think


• Surprise: class test now

• Take a look at the “tags” (the statements

within <>) and see if you can guess what

they tell the browser about the content

• 10 minutes to complete

Text for your second web page


<html>

<head>

<title>JCU INPDAP Course Summer 2012 </title>

</head>

<body>

<h1>Welcome to …… your name … home page </h1>

<img src=”drinks.gif”> ((WHAT?? WHERE IS THIS??)) (ASK THE TEACHER)

<p>

Join us any evening for refreshing elixirs, conversation and maybe a game or two of

<em>Dance Dance Revolution</em>.

Wireless access is always provided; BYOWS (Bring your own web server).

</p>

<h2>Directions</h2>

<p>

You’ll find us right in the center of downtown Webville. Come join us!

</p>

</body>

</html>

The FILE SYSTEM (this IS

very important)


Anything on a

computer is stored in a

FILE

FILES are organized in

DIRECTORIES aka «

folders »

Il Programma – 2

• Piattaforme di commercio elettronico “pay-per-use” – Integrazione dei servizi di vendita con la piattaforma online



• Banner pubblicitari – Servizi ”pay per click” “pay per impression”, Google Adwords

e Adsense

• Marketing digitale (newsletter e DEM, canali e-mail, sms, mms, fax e sondaggi, con analisi statistiche, comparative e di performance; campagne di acquisizione utenti, concorsi e giochi online per incrementare gli iscritti al database, programmi di incentivazione e fidelizzazione.


New CS server at JCUU

A new, and real webserver has been activated to serve the Web Design classes

Host: computerscience.johncabot.edu Username johncabot\username Password: your usual JCU credentials FTP service active MS Internet Information Server

Contest is open for the best web page :)

e-marketing your website

SEO: Search Engine Optimization writing what Google wants to see

SMO: Social Media Optimization a.k.a. Web Reputation Management viral information, targeted ads, fora posts

SEM: Search Engine Marketing crawling, indexing, processing, ranking Analytics insights into your website traffic Conversion getting your prospect to do what you want them to do

SEO: Search Engine Optimization writing what Google wants to see

be high in Google ranking let users find what you offer when they search for it

1 - Google Rules It's the ranking in Google that counts

2 - Follow Google rules The Google Webmaster Guidelines

3 - Be realistic Want your website to be first in the search for "Beautiful Girls" ?? Just forget it.

http://www.google.com/support/webmasters/bin/answer.py?answer=35769



2 - Follow Google rules The Google Webmaster Guidelines

- Use explanatory names for the page <title> web design course at JCU University Rome Italy </title>

i.e. include keywords in <title>

- Forget about <meta> tags <meta name="keywords"

content="website conversion, web conversion rate,improve,sell online,website, web site,make money"> is irrelevant now

- Update website frequently, and let it be visited by non unique IP's, spread your link into high ranking websoites (blogs are ok)

- <h1> and <h2> mention <title> words and matches same words in text, Be reasonable - excesses are considered cheating and punished harshly by Google



When your site is ready:

- Submit it to Google at http://www.google.com/addurl.html.

- Submit a Sitemap using Google Webmaster Tools. Google uses your Sitemap to learn about the structure of your site and to increase our coverage of your webpages.

- Make sure all the sites that should know about your pages are aware your site is online.

http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=156184&from=40318&rd=1

http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=156184&from=40318&rd=1

Google bot "bumps" things NOT to do

What is Googlebot?

Googlebot is Google's web crawling bot (sometimes also called a "spider"). Crawling is the process by which Googlebot discovers new and updated pages to be added to the Google index. See Google Webmasters Tools Help

DON'T:

- use more than 100 unique links in the same page - use more than 2 dyn links - put page more than 3 click links away from home page - require "session id" or "registration" cookies - split the page into frames - redirect before showing contents - use forms to submit, drop down menus, search boxes, login required




Analytics: how are you doing ?

What is Analytics ?

• insights into your website traffic and

marketing effectiveness.

Google Analytics


Google Analytics

Getting started with Analytics involves three simple steps:

• Sign up

– Visit the Analytics website at http://www.google.co.uk/analytics.

– Click the "Sign up Now" link underneath the Access Analytics button.

– Follow the on-screen instructions to create your account. If you do not yet have a Google Account, you can create one at this point.

• Set Up Your Account It's important to set up your account or accounts correctly in order to get the most out of your reports. Read the overview of managing Analytics accounts, users and data to get started.

• Set Up Your Tracking Code In order for your profile to begin collecting data and populating reports, you need to set up the tracking code for the website that you want data for. Learn more about setting up tracking.

• That's it! Of course this is just the beginning, so read the rest of the articles in this Help Centre to learn how to customise the tracking code, link your AdWords account to Analytics, add users to your account and more.


http://www.google.co.uk/analytics

http://support.google.com/analytics/bin/answer.py?answer=1009618

http://support.google.com/analytics/bin/answer.py?answer=1009618

http://support.google.com/analytics/bin/topic.py?topic=1006226

http://support.google.com/analytics/bin/topic.py?topic=1006226

Google Analytics

Web tracking: Set up overview

The Google Analytics tracking code collects visitor data for your web property, and returns that data to Analytics where you can see it in reports. When you add a new web property to your Analytics account, Analytics generates the tracking code snippet that you need to add to the pages whose data you want to collect. The tracking code snippet contains a unique ID for the web property that lets you identify that property's data in your reports. You can use just the snippet that Analytics generates for you, or you can customize the tracking code to collect additional data like transactions and product purchases (ecommerce) or visitor behavior across primary and sub-domains (cross-domain tracking).

In addition to static properties, you can track dynamic sites, company intranets, blogs and mobile applications.

You can also track visitors across multiple domains.


Google Analytics

• The tracking code: sample

• <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXX-Y']); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script>

• Uniquely identifies your website and allows Google to track visits


Google analytics case studies

• Requires an account already set up,

a web site online for long enough to

make sense looking at insights, and

at least one profile

• Follow your teacher


Web Reputation Management

Reverse SEO: not putting your web site high in ranking, but push down other "negative" web sites.

Define exactly the keyword (search term) you want them to plunge down in seaches (e.g. "my name")

Produce optimized and differentiated content focused on that search term (always "my name"...)

Update, and visit using "onion routing" to reach online anonimity (e.g. use TOR network)

Wait 2-3 months ...

http://en.wikipedia.org/wiki/Tor_(anonymity_network)

Il Programma - 3

– Promozione aziendale su Web

• Regole ed esperienze

• Blog, social network, comunità di utenti

• Quale piattaforma per quale paese ?

– (Orkut, Facebook, Badoo, QQ, Twitter, Vkontakte,

Linkedin, …. … …)


SEM – Search Engine Marketing

– Primo ruolo dei social: aggiungere link al

vostro sito per alzare il “Page Rank”

– Cosa è un Page Rank

– Come si verifica un page rank (uno dei tanti

siti


http://en.wikipedia.org/wiki/PageRank

http://checkpagerank.net/

http://checkpagerank.net/


• Facebook: “Engagement” is the word

• Our FB page


http://www.facebook.com/pages/Web-Design-at-John-Cabot-University/269948743144

http://www.facebook.com/pages/Web-Design-at-John-Cabot-University/269948743144


• What are examples of successful Page posts?

1. “Fill in the blank” posts inspire engagement and encourage people to be creative and interactive. For example, you can post a fill-in-the-blank question such asMy New Year’s resolution is _____. People who like your Page can then share their own New Year's resolutions as a comment on the post.

2. Post a picture and ask people to come up with the best caption.

3. Post exclusive content or news to get people talking about your Page and sharing content with friends.

4. Posting special offers (like discount codes or deals) just for the people who like your Page can increase loyalty and drive in-store traffic.

5. You can find more examples on the Facebook Marketing Solutions Page.


http://www.facebook.com/help/?faq=297158493668069

http://www.facebook.com/help/?faq=297158493668069

http://www.facebook.com/marketing





• 6 Posts That Build Engagement on Facebook July 5, 2012 by Aaron Lee

• Class project: apply engagement techniques to our FB page, and report on that

• Follow the “insights” (i.e. Facebook analytics) to check effect of campaign


http://mashable.com/2012/07/05/facebook-build-engagement/

http://mashable.com/2012/07/05/facebook-build-engagement/

http://mashable.com/author/aaron-lee/

Ads and all that (from Google, who else?)


http://www.google.com/intl/en/ads/

Google: Adwords v/s Adsense

• The Google AdWords program enables you to create advertisements which will appear on relevant Google search results pages and our network of partner sites. To learn more about AdWords and begin advertising immediately, please visit www.adwords.google.com.

• The Google AdSense program differs in that it delivers Google AdWords ads to individuals' websites. Google then pays web publishers for the ads displayed on their site based on user clicks on ads or on ad impressions, depending on the type of ad.


http://support.google.com/adsense/bin/answer.py?hl=en&answer=76231

http://www.adwords.google.com/

http://support.google.com/adsense/bin/answer.py?hl=en&answer=9712&topic=1391535&ctx=topic



Social Media management software


http://learn.hootsuite.com/hootsuite-university-video

e-commerce

• Piattaforme di commercio elettronico

“pay-per-use”

– Integrazione dei servizi di vendita con la

piattaforma online




LEARNING OBJECTIVES


1. Define electronic commerce (EC) and describe its various categories.

2. Describe and discuss the content and framework of EC.

3. Describe the major types of EC transactions.

4. Discuss e-commerce 2.0.

6. Understand the elements of the digital world. Describe the drivers of EC as they relate to business pressures and organizational responses.

7. Describe some EC business models.

8. Describe the benefits and limitations of EC to organizations, consumers, and society.

• electronic commerce (EC)

The process of buying, selling, or

exchanging products, services, or

information via computer.

1-72 Copyright © 2011 Pearson Education, Inc.

Publishing as Prentice Hall

• e-business

A broader definition of EC that includes

not just the buying and selling of goods

and services, but also servicing

customers, collaborating with business

partners, and conducting electronic

transactions within an organization.



• MAJOR EC CONCEPTS

– Pure Versus Partial EC

– EC can take several forms depending on the

degree of digitization (the transformation

from physical to digital) of:

1. the product (service) sold

2. the process (e.g., ordering, payment,

fulfillment)

3. the delivery method



• MAJOR EC CONCEPTS

– EC Organizations

• brick-and-mortar (old economy)

organizations

Old-economy organizations (corporations)

that perform their primary business offline,

selling physical products by means of

physical agents.



• virtual (pure-play) organizations

Organizations that conduct their business

activities solely online.

• click-and-mortar (click-and-brick)

organizations

Organizations that conduct some e-commerce

activities, usually as an additional marketing

channel.



• ELECTRONIC MARKETS AND NETWORKS

– electronic market (e-marketplace)

An online marketplace where buyers and sellers meet to exchange goods, services, money, or information.

– intranet

An internal corporate or government network that uses Internet tools, such as Web browsers, and Internet protocols.

– extranet

A network that uses the Internet to link multiple intranets.



Copyright © 2011 Pearson Education, Inc.

Publishing as Prentice Hall 1-79

• CLASSIFICATION OF EC BY THE

NATURE OF THE TRANSACTIONS AND

THE RELATIONSHIPS AMONG

PARTICIPANTS

– business-to-business (B2B)

E-commerce model in which all of the participants

are businesses or other organizations.

– business-to-consumer (B2C)

E-commerce model in which businesses sell to

individual shoppers.



– e-tailing

Online retailing, usually B2C.

– business-to-business-to-consumer (B2B2C)

E-commerce model in which a business

provides some product or service to a client

business that maintains its own customers.

– consumer-to-business (C2B)

E-commerce model in which individuals use the

Internet to sell products or services to

organizations or individuals who seek sellers to

bid on products or services they need.



– intrabusiness EC

E-commerce category that includes all internal

organizational activities that involve the exchange

of goods, services, or information among various

units and individuals in an organization.

– business-to-employees (B2E)

E-commerce model in which an organization

delivers services, information, or products to its

individual employees.

– consumer-to-consumer (C2C)

E-commerce model in which consumers sell

directly to other consumers.



– collaborative commerce (c-commerce)

E-commerce model in which individuals or

groups communicate or collaborate online.

– e-learning

The online delivery of information for

purposes of training or education.

– e-government

E-commerce model in which a government

entity buys or provides goods, services, or

information from or to businesses or

individual citizens. 1-83



• A BRIEF HISTORY OF EC

– The Interdisciplinary Nature of EC

– The Google Revolution

– EC Failures

– EC Successes

• THE FUTURE OF EC



• social computing

An approach aimed at making the

human–computer interface more natural.

• Web 2.0

The second generation of Internet-based

services that lets people collaborate and

share information online in new ways,

such as social networking sites, wikis,

communication tools, and folksonomies.



• social network

A category of Internet applications that

help connect friends, business partners,

or individuals with specific interests by

providing free services such as photos

presentation, e-mail, blogging, and so

on using a variety of tools.



• digital economy

An economy that is based on digital

technologies, including digital

communication networks, computers,

software, and other related information

technologies; also called the Internet

economy, the New economy, or the

Web economy.



• digital enterprise

A new business model that uses IT in a fundamental way to accomplish one or more of three basic objectives: reach and engage customers more effectively, boost employee productivity, and improve operating efficiency. It uses converged communication and computing technology in a way that improves business processes.



– corporate portal

A major gateway through which employees,

business partners, and the public can enter a

corporate Web site.

• THE DIGITAL SOCIETY

– The final, and perhaps most important,

element of the digital world is people and

the way they live and interact.



• PERFORMANCE, BUSINESS

PRESSURES, AND

ORGANIZATIONAL RESPONSES

– The Business Environment and

Performance Impact Model

– Business Pressures

– Organizational Response Strategies



• business model

A method of doing business by which a company can generate revenue to sustain itself.

– value proposition

The benefits a company can derive from using EC.

• THE STRUCTURE AND PROPERTIES OF BUSINESS MODELS

– Revenue Models

• Sales

• Transaction Fees

• Subscription Fees

• Advertising Fees

• Affiliate Fees



– Functions of a Business Model

• Describe the major business processes of a company

• Describe the business models’ positioning within the value network linking suppliers and customers

• Formulate the venture’s competitive strategy and its long-range plans

• Articulate a customer value proposition

• Identify a market segment

• Define the venture’s specific value chain structure

• Estimate the cost structure and profit potential



• TYPICAL EC BUSINESS MODELS

– Online direct marketing

– Electronic tendering systems

• tendering (bidding) system

Model in which a buyer requests would-be

sellers to submit bids; the lowest bidder wins.

– Electronic marketplaces and exchanges

– Viral marketing

– Social networking and Web 2.0 tools



• Ethical Issues

– ethics

The branch of philosophy that deals with

what is considered to be right and wrong.

• WHY STUDY E-COMMERCE?



1. Is EC real?

2. Why is B2B e-commerce so essential

and successful?

3. What should be my business model?

4. How can we exploit social/business

networking?

5. What are the top challenges of EC?



• e-marketplace

An online market, usually B2B, in which

buyers and sellers exchange goods or

services; the three types of e-

marketplaces are private, public, and

consortia.



• marketspace

A marketplace in which sellers and

buyers exchange goods and services for

money (or for other goods and services),

but do so electronically.



• E-MARKETPLACE COMPONENTS

AND PARTICIPANTS

– Customers

– Sellers

– Products and services

• digital products

Goods that can be transformed to digital format

and delivered over the Internet.

– Infrastructure



– front end

The portion of an e-seller’s business processes through which customers interact, including the seller’s portal, electronic catalogs, a shopping cart, a search engine, and a payment gateway.

– back end

The activities that support online order fulfillment, inventory management, purchasing from suppliers, payment processing, packaging, and delivery.

– intermediary

A third party that operates between sellers and buyers.



• disintermediation

Elimination of intermediaries between

sellers and buyers.



• TYPES OF E-MARKETPLACES

– Private E-Marketplaces

• sell-side e-marketplace

A private e-marketplace in which one company

sells either standard and/or customized products

to qualified companies.

• buy-side e-marketplace

A private e-marketplace in which one company

makes purchases from invited suppliers.

– Public E-Marketplaces



• Webstore (storefront)

A single company’s Web site where

products or services are sold and usually

has an online shopping cart associated

with it. Many Webstores target a specific

industry and find their own unique corner

of the market.



• ELECTRONIC MALLS AND LARGE RETAILERS

– e-mall (online mall)

An online shopping center where many online stores are located.

• TYPES OF STORES AND MALLS

– General stores/malls

– Specialized stores/malls

– Regional versus global stores

– Pure-play versus click-and-mortar stores



• Web (information) portal

A single point of access, through a Web

browser, to critical business information

located inside and outside (via Internet)

an organization.



• Types of Portals – Commercial (public) portals

– Corporate portals

– Publishing portals

– Personal portals

– mobile portal

A portal accessible via a mobile device.

– voice portal

A portal accessed by telephone or cell phone.

– Knowledge portals



• THE ROLES AND VALUE OF INTERMEDIARIES IN E-MARKETPLACES

– Brokers

• Buy/sell fulfillment

• Virtual mall

• Metamediary

• Comparison agent

• Shopping facilitator

• Matching services

2-118



– infomediaries

Electronic intermediaries that provide and/or

control information flow in cyberspace, often

aggregating information and selling it to others.

– e-distributor

An e-commerce intermediary that connects

manufacturers with business buyers (customers)

by aggregating the catalogs of many

manufacturers in one place—the intermediary’s

Web site.



• electronic catalogs (e-catalogs)

The presentation of product information

in an electronic form; the backbone of

most e-selling sites.




Publishing as Prentice Hall 2-121

• auction

A competitive process in which a seller

solicits consecutive bids from buyers

(forward auctions) or a buyer solicits bids

from sellers (backward auctions). Prices

are determined dynamically by the bids.



• TRADITIONAL AUCTIONS VERSUS

E-AUCTIONS

– Limitations of Traditional Offline

Auctions

– electronic auctions (e-auctions)

Auctions conducted online.

• INNOVATIVE AUCTIONS



• dynamic pricing

Prices that change based on supply and demand relationships at any given time.

• TYPES OF AUCTIONS

– One Buyer, One Seller

– One Seller, Many Potential Buyers

• forward auction

An auction in which a seller entertains bids from buyers. Bidders increase price sequentially.



– One Buyer, Many Potential Sellers

• reverse auction (bidding or tendering system)

Auction in which the buyer places an item for bid (tender)

on a request for quote (RFQ) system, potential suppliers bid

on the job, with the price reducing sequentially, and the

lowest bid wins; primarily a B2B or G2B mechanism.

• name-your-own-price model

Auction model in which a would-be buyer specifies the

price (and other terms) he or she is willing to pay to any

willing and able seller. It is a C2B model that was pioneered

by Priceline.com.



– Many Sellers, Many Buyers

• double auction

An auction in which multiple buyers and their

bidding prices are matched with multiple sellers

and their asking prices, considering the quantities

on both sides.



– Limitations of E-Auctions

• Minimal Security

• Possibility of Fraud

• Limited Participation

– Impacts of Auctions

• Auctions as a Social Mechanism to Determine a Price

• Auctions as a Highly Visible Distribution Mechanism

• Auctions as an EC Component in a Business Model

• Auctions for Profit for Individuals



• bartering

The exchange of goods and services.

– e-bartering (electronic bartering)

Bartering conducted online, usually in a bartering exchange.

• bartering exchange

A marketplace in which an intermediary arranges barter transactions.

ONLINE NEGOTIATING



Final paper

1. Cloud computing report

2. Wordpress web site

3. Social network engagement

4. E-commerce survey

Include your name / course

email to me by 31 July 2012


Le nuove tecnologie come vantaggio competitivo della piccola impresa

Business

Transcript of Le nuove tecnologie come vantaggio competitivo della piccola impresa