Prof. Fregni - Engenharia da Informação Curso reformulado o novo livro Prova toda semana o Conteúdo antecipado, ou seja, lê o conteúdo, faz a prova e assiste a aula do assunto (nessa ordem!) o Discussões dos alunos Mínimo 2 professores para avaliação dos alunos Prova final: 8/DEZ Edson@fregni.net anisiajs@gmail.com Temas 1- Medida de complexidade 2- Fase / erros da computação - > qual o próximo? 3- Estudo de caso de empresas -> automação de processos chave. a. Tem que ser empresa brasileira. 4- Escolher uma nova tecnologia -> exercício de como ela modificará a computação em alguma empresa. (ex: computação quântica, como vai impactar, entendimento de linguagem natural, linguagem humana, impacto que vai ter nas empresas). Trabalho para aula tem que ter 3 coisas: 1- Descrição do projeto (vender o projeto) 2- Índice, tópicos da monografia final mais resuminho 3- Cronograma de trabalho Geovandro Rodrigo Thiago Edson Por que o caso é interessante? Aula 1 Como as empresas utilizam os recursos computacionais. Collaborative learning. Tecnologia da Informação para gestão Como empresa funciona apoiada. O que é essencial para a empresa. Cálculo Batch Tempo real Minicomputadores -> muito importante Acessível, democratização Terminais (timesharing) Banco de dados IBM X BUNCH (quebrado pelos minicomputadores) Microcomputador Complexidade (se está centralizado é mais fácil de administrar) é exponencial. Aula 2 Para próxima aula, decidir grupo e tema. Segunda-feira terá provinha. John Koza – genética evolutiva. Richard Dawkins Cérebro eletrônico (50) ENIAC – calculadora. O que é inteligente? Resolver problemas? Processamento de dados (60) Mainframes Vai para empresa. Surge carreira de analistas e programadores. Arquitetura fechada. Sistemas de Informação (70 / 80) Distribuído. Arquitetura aberta. Padrões. Tecnologia da informação (90 / hoje) Internet. Portabilidade. ++ Complexidade. Nova era Semântica. Dado não tem significado. Informação tem significado. Temperatura = 38 graus -> dado Febre -> informação Conhecimento é como interage com as pessoas. (como abaixar a febre) Sistema – coisas que interagem entre si. Aula 3 Empresa: Fábrica – entrega, fatura – instala – acompanha – define novos produtos – desenvolve A empresa automatiza alguma parte dos processos acima. Transacional (ACID), transferência de contas, pagamentos. Efetua ou não. [dado] Atomicity, Consistency, Isolation, Durability Faz a máquina girar, as coisas passam em diferentes departamentos. Automação industrial é transacional, tem que começar, parar, furar. Processos manuais também são transacionais. Cada transação faz o que tem que fazer e inicia a seguinte. Tratamos sistemas de informação transacionais. Propósito: fazer a empresa funcionar. Informacional (alguém olhar, analisar e tomar decisão sobre o transacional) [informação] Utiliza informação de mercado também. Captura informação, traz informação para um usuário ver. Vê se tem material. Prestar conta, ou tomar decisão futura. Call Center (pode ser transacional e informacional ao mesmo tempo). SIG Trilhas auditoria (log, informações sobre transações) Workflow – chega um pedido enorme, e não pode ser processado de um jeito comum, tem que ir para um supervisor, que manda para o gerente, e manda para o diretor. Fluxo de trabalho, automatizado. Trabalho de gente. Propósito: leva informação para alguém tomar decisões. Analítico (decisão envolvida, aqui envolve a inteligência) [conhecimento] Pega a informação da empresa + informação externa e cria modelos. Sistema estatístico que roda encima da informação e aplica modelos e extrai conclusões. Data Mining Empresas podem ter um modelo antigo e melhorar eles utilizando novas tecnologias para obter vantagem delas, exemplo da FedEx, gera impactos estruturais e estratégicos. information system (IS) as one that collects, processes, stores, analyzes, and disseminates information for a specific purpose. Each contains hardware, software, data, procedures, and people. Data items refer to an elementary description of things, events, activities, and transactions that are recorded, classified, and stored, but not organized to convey any specific meeting. Information is data that have been organized so that they have meaning and value to the recipient. For example, a student’s grade point average is information. knowledge consists of data and/or information that have been organized and processed to convey understanding, experience, accumulated learning, and expertise as they apply to a current problem or activity. Data that are processed to extract critical implications and to reflect past experiences and expertise provide the recipient with organizational knowledge, which has a very high potential value. Currently, knowledge management is one of the hottest topics in the IT Field end-user computing, in which analysts, managers, and many other professionals can build and use systems on their own desktop computers. A transaction processing system (TPS) supports the monitoring, collection, storage, processing, and dissemination of the organization’s basic business transactions. The TPS collects data continuously, frequently on a daily basis, or even in real time (i.e., as soon as they are generated). Most of these data are stored in the corporate databases and are available for processing. Functional management information systems are put in place to ensure that business strategies come to fruition in an efficient manner. Typically, a functional MIS provides periodic information about such topics as operational efficiency, effectiveness, and productivity by extracting information from databases and processing it according to the needs of the user. Cap 4 THE WORLD WIDE WEB The World Wide Web—the Web—is the most widely used application on the Internet. The Internet functions as the transport mechanism, and the Web (WWW, or W3) is an application that uses those transport functions. Other applications also run on the Internet, with e-mail being the most widely used. Discovery – browser Communication – chat, msn Collaboration – Wikipedia, teleconferência, compartilhamento de telas. intranet is a network designed to serve the internal informational needs of a company, using Internet concepts and tools. It is a network confined to an organization for its internal use. It provides easy and inexpensive browsing and search capabilities. extranet connects the intranets of different organizations An extranet is an infrastructure that allows secure communications among business partners over the Internet (using VPN). It offers limited accessibility to the intranets of the participating companies, as well as the necessary interorganizational communications, using Internet tools. Software agents are computer programs that carry out a set of routine computer tasks on behalf of the user and in so doing employ some sort of knowledge of the user’s goals. A search engine (e.g., Altavista, Google) maintains an index of hundreds of millions of Web pages and uses that index to find pages that match a set of user-specified keywords. Such indexes are created and updated by software robots called softbots. A directory (e.g.,Yahoo, About.com), on the other hand, is a hierarchically organized collection of links to Web pages. Directories are compiled manually, unlike indexes, which are generated by computers. Frequently Asked Questions (FAQ) Agents. The term data mining refers to sophisticated analysis techniques for sifting through large amounts of information. Data mining permits new patterns and relationships to be discovered through the use of software that can do much of the mining process 1. Same-time/same-place. In this setting, participants meet face-to-face in one place and at the same time. An example is communication in a meeting room, which can be electronically supported by group systems. 2. Same-time/different-place. This setting refers to a meeting whose participants are in different places but communicate at the same time. A telephone conference call, desktop videoconferencing, chat rooms, and instant messaging are examples of such situations. 3. Different-time/same-place. This setting can materialize when people work in shifts. The first shift leaves electronic or voice messages for the second shift. 4. Different-time/different-place. In this setting, participants are in different places, and they send and/or receive messages (for example, via the Internet) at different times. Web-Based Call Centers Electronic Chat Rooms Voice Communication Weblogging COLLABORATION One of the abiding features of a modern organization is that people collaborate to perform work. Collaboration refers to mutual efforts by two or more individuals who perform activities in order to accomplish certain tasks. The Nature of Group Work The term workgroup refers to two or more individuals who act together to perform some task. The group can be permanent or temporary. It can be in one location (face-to-face meetings) or in several. Virtual Collaboration Virtual collaboration (or e-collaboration) refers to the use of digital technologies that enable organizations or individuals to collaboratively plan, design, develop, manage, and research products, services, and innovative IT and EC applications. Although e-collaboration can involve noncommerce applications, the term usually refers to collaborative commerce—collaboration among business partners. COLLABORATIVE NETWORKS. Barriers to E-Collaboration and C-Commerce technical reasons involving integration, standards, and networks; security and privacy concerns over who has access to and control of information stored in a partner’s database; internal resistance to information sharing and to new approaches; and lack of internal skills to conduct collaborative commerce. New approaches such as the use of XML and its variants and the use of Web Services could lessen significantly the problem of standards. 4.5 COLLABORATION-ENABLING TOOLS: FROM WORKFLOW TO GROUPWARE Workflow Technologies Workflow is the movement of information as it flows through the sequence of steps that make up an organization’s work procedures. Workflow management is the automation of workflows, so that documents, information, or tasks are passed from one participant to another in a way that is governed by the organizations rules or procedures. Workflow management involves all of the steps in a business process from start to finish, including all exception conditions. Groupware Groupware refers to software products that support groups of people who share a common task or goal and who collaborate on its accomplishment. These products provide a way for groups to share resources and opinions. Groupware implies the use of networks to connect people, even if the people are in the same room. ELECTRONIC MEETING SYSTEMS. ELECTRONIC TELECONFERENCING. RTC TOOLS. The Internet, intranets, and extranets offer tremendous potential for real-time and synchronous interaction of people working in groups. Realtime collaboration (RTC) tools help companies bridge time and space to make decisions and to collaborate on projects. RTC tools support synchronous communication of graphical and text-based information. Interactive Whiteboards. Screen Sharing Instant Video. INTEGRATION AND GROUPWARE SUITES. Implementation Issues of Virtual Collaboration E-LEARNING, DISTANCE LEARNING, AND TELECOMMUTING E-Learning versus Distance Learning E-learning refers to learning supported by the Web when students work on the Web at home or in the classroom. It also can be done in virtual classrooms, in which the entire coursework is done online and classes do not meet face-to-face, and then it is a part of distance learning. Distance learning (DL) refers to situations where teachers and students do not meet face-to-face. e-learning is only one channel of distance learning. At the same time, some parts of e-learning are done in the face-to-face mode, and not from a distance. The Benefits of E-Learning Online materials offer the opportunity to deliver very current content, of high quality, and consistent. Students in e-learning situations have the flexibility of learning from any place, at any time, and at their own pace. Finally, some learners in both educational and corporate settings appreciate what they perceive as the risk-free environment offered by e-learning, in which they feel more free to express themselves than in a face-to-face learning setting. Virtual Universities online universities from which students take classes from home or an off-site location via the Internet Online Corporate Training Web-based learning technologies allow organizations to keep their employees up-to-date, and training via the Web can run 24 hours per day, every day (“24/7”). Virtual Work and Telecommuting Virtual (distributed) work environments refer to geographically distributed work teams, global project teams, interorganizational teams, and nontraditional work environments such as virtual organizations, satellite work centers, and telecommuting. TELECOMMUTING. Telecommuting, or teleworking, refers to an arrangement whereby employees can work at home, at the customer’s premises, in special work places, or while traveling, usually using a computer linked to their place of employment. Impact on Individuals and Organizations. Telecommuting has a number of potential advantages for employees, employers, and society. For example, the opportunity to work at home helps single parents with young children or other homebound people assume more responsible managerial positions in organizations. telecommuting also has some potential disadvantages. The major disadvantages for the employees are increased feelings of isolation, loss of fringe benefits, lower pay (in some cases), no workplace visibility, with in turn the potential of slower promotions, and lack of socialization. The major disadvantages to employers are difficulties in supervising work, potential data security problems, training costs, and the high cost of equipping and maintaining telecommuters’homes. Telecommuting and Productivity. The trip to work and a whole day at the office are not likely to make the worker feel any better, so he or she stays home. Telecommuting also forces managers to manage by results instead of by overseeing. SOME ETHICAL AND INTEGRATION ISSUES Ethics on the Net Several ethical, legal, and security issues have been raised as a result of the use of electronic networks in general and the Internet in particular. PRIVACY AND ETHICS IN E-MAIL. RIGHT TO FREE SPEECH. COPYRIGHT. THE PRIVACY OF PATIENTS’ INFORMATION. INTERNET MANNERS Spamming refers to indiscriminate distribution of messages, without consideration for their appropriateness. Spamming is a major problem online. Spamming is frequently answered by flaming, which refers to sending angry messages. UNSOLICITED ADVERTISING. An extension of spamming is the use of junk mail which may clog providers’ systems and which frequently annoys people. Similarly, the use of pop-ups irritates many people. MONITORING EMPLOYEES’ USE OF THE INTERNET Some companies use special software that monitors time spent on the Internet by each employee (and by site address). The objective is to eliminate abuse of access during working hours and the accessing of “indecent” sites. MONITORING STUDENTS’ USE OF THE INTERNET. using a university’s network for nonstudy use Integration Issues MANAGERIAL ISSUES 1. 2. 3. 4. 5. 6. Security of communication. Installing digital dashboards. Control of employee time and activities. How many portals? Organizational impacts. Telecommuting. 1. The Internet and the Web will enable us to integrate voice, text, and other interactive media and bring them into every home, school, and business. 2. The Internet is a network of many networks. 3. Intranets are an implementation and deployment of Web-based network services within a company. 4. Intranets and extranets have the power to change organizational structures and procedures. 5. There are four ways of supporting communication in meetings: same-time/same-place, same-time/different-place, different-time/same-place, and different-time/different-place. 6. Electronic mail allows quick communication across the globe at minimal cost. 7. Electronic meeting systems, computer-supported cooperative work, groupware, and other names designate various types of computer support to groups. 8. Video teleconferencing utilizes several Technologies that allow people to communicate and view each other as well as view and transfer documents. 9. Voice technologies can be used to increase productivity and usability of communication. 10. Lotus Notes/Domino is a major integrated software that supports the work of dispersed individuals and groups. 11. Software agents help to carry out mundane tasks on the Internet such as searching, browsing, and sorting email. 12. Distance learning and telecommuting are supported by network computing. 13. Ethical behavior on the Internet is critical in order to conduct business in a professional way. You need to know what is right and wrong. Aula 6 solitário intereração Propósito comum RSS Maps Blog Fórum E-mail chat Wiki Descoberta, comunicação, colaboração. Mechanical Turk – negocia HIT (human intelligent task) EPS Zadeh complexity, vague Na medida em que o sistema vai ficando mais complexo, a precisão vai ficando pior. Principle of incompatibility HIT vs IA -> é uma questão de mercado. Mesmo tempo Mesmo lugar Reunião Lugar diferente Tempo diferente e-mail, Distância na internet significa mais difícil de acessar. Rádio Tempo igual Tempo diferente Telefone SMS, secretária eletrônica, Trabalho em conjunto pode ser melhor ou pior em termos de produtividade. Prediction market – inkling Comércio eletrônico Leilão Venda Compra Troca Mercado (Market Place) 𝑖 𝐶 ↔ 𝑉, 𝐶 ↔ 𝑉 Comprar acesso a um serviço, por exemplo, poder abrir um site. B2B – Business to business. Negócio entre duas empresas. B2C – Business to consumer. Internet Grátis – long tail – impacta o B2C, como se remunera? C2C – mediar, crediabilidade ESCROW B2E – business to employee Ler Cap 5 Arquiteturas e soluções Cap 5 Electronic commerce (EC) describes the process of buying, selling, transmitting, or exchanging products, services, and information via computerized networks, primarily by the Internet Electronic commerce (EC, or e-commerce) describes the process of buying, selling, transferring, or exchanging products, services, and/or information via computer networks, including the Internet. E-business refers to a broader definition of EC, not just the buying and selling of goods and services, but also servicing customers, collaborating with business partners, conducting elearning, and conducting electronic transactions within an organization. (1) the product (service) sold, (2) the process, or (3) the delivery agent (or intermediary) EC ORGANIZATIONS Pure physical organizations (corporations) are referred to as brick-and-mortar (or oldeconomy) organizations, whereas companies that are engaged only in EC are considered virtual (or pure-play) organizations. Click-and-mortar (or click-and-brick) organizations are those that conduct some e-commerce activities, yet their primary business is done in the physical world. INTERNET VERSUS NON-INTERNET EC Types of E-Commerce Transactions Business-to-business (B2B): In B2B transactions, both the sellers and the buyers are business organizations. The vast majority of EC volume is of this type. ● Collaborative commerce (c-commerce): In c-commerce, business partners collaborate electronically. Such collaboration frequently occurs between and among business partners along the supply chain. ● Business-to-consumers ● (B2C): In B2C, the sellers are organizations, and the buyers are individuals. Consumers-to-businesses (C2B): In C2B, consumers make known a particular need for a product or service, and suppliers compete to provide the product or service to consumers. An example is Priceline.com, where the customer names a product and the desired price, and Priceline tries to find a supplier to fulfill the stated need. ● Consumer-to-consumer (C2C): In C2C, an individual sells products or services to other individuals. (C2C used as “customer-to-customer.”) ● Intrabusiness (intraorganizational) commerce: In this case an organization uses EC internally to improve its operations. A special case of this is known as B2E (business to its employees) EC, which was illustrated in the opening case. ● Government-to-citizens (G2C) and to others: In this case the government provides services to its citizens via EC technologies. Governments can do business with other governments as well as with businesses (G2B). ● Mobile commerce (m-commerce): When e-commerce is done in a wireless environment, such as using cell phones to access the Internet, we call it m-commerce. EC Business Models supported by infrastructure People: Sellers, buyers, intermediaries, information systems specialists and other employees, and any other participants. ● Public policy: Legal and other policy and regulating issues, such as privacy protection and taxation, that are determined by the government. ● Marketing and advertising: Like any other business, EC usually requires the support of marketing and advertising. This is especially important in B2C online transactions where the buyers and sellers usually do not know each other. ● Support services: Many services are needed to support EC. These range from payments to order delivery and content creation. ● Business partnerships: Joint ventures, e-marketplaces, and business partnerships of various sorts are common in EC. These occur frequently throughout the supply chain (i.e., the interactions between a company and its suppliers, customers, and other partners). Benefits and Limitations/Failures of E-Commerce 5.2 E-COMMERCE MECHANISMS: AUCTIONS AND BARTERING Auctions = leilões Electronic Auctions (E-Auctions) An auction is a market mechanism by which sellers place offers and buyers make sequential bids. Forward auctions are auctions that sellers use as a selling channel to many potential buyers. Usually, items are placed at sites for auction, and buyers will bid continuously for the items. The highest bidder wins the items. In reverse auctions, there is one buyer, usually an organization, that wants to buy a product or a service. Suppliers are invited to submit bids. Online bidding is much faster than conventional bidding, and it usually attracts many more bidders. Governments and large corporations frequently mandate this approach, which may provide considerable savings. Auctions are used in B2C, B2B, C2B, e-government, and C2C commerce, and they are becoming popular in many countries. Troca Related to auctions is electronic bartering, the exchange of goods or services without a monetary transaction. In addition to the individual-to-individual bartering ads that appear in some newsgroups, bulletin boards, and chat rooms, there are several intermediaries that arrange for corporate e-bartering 5.3 BUSINESS-TO-CONSUMER APPLICATIONS Electronic Retailing: Storefronts and Malls e-commerce enables you to buy from home, and to do so 24 hours a day, 7 days a week shoppers can get very detailed information on products, and can easily search for and compare competitors’products and prices. Electronic retailing (e-tailing) is the direct sale of products through electronic storefronts or electronic malls, usually designed around an electronic catalog format and/or auctions. ELECTRONIC STOREFRONTS. Hundreds of thousands of solo storefronts can be found on the Internet, each with its own Internet name and EC portal. Called electronic storefronts, they may be an extension of physical stores such as Home Depot, The Sharper Image, or Wal-Mart. ELECTRONIC MALLS. An electronic mall, also known as a cybermall or emall, is a collection of individual shops under one Internet address. The basic idea of an electronic mall is the same as that of a regular shopping mall—to provide a one-stop shopping place that offers many products and services. Each cybermall may include thousands of vendors. For example, shopping. yahoo.com and eshop.msn.com include tens of thousands of products from thousands of vendors. E-Tailing: The Essentials The concept of retailing and e-tailing implies sales of goods and/or services to individual customers. Issues in E-Tailing Resolving channel conflict. may face a conflict with its regular distributors when it sells directly online. Por exemplo obriga alguém que está comprando um carro a terminar a compra numa concessionária. Resolving conflicts within click-and-mortar organizations. When an established company decides to sell direct online, on a large scale, it may create a conflict within its existing operations. Pode separar os dois ou tentar juntá-los ganhando sinergia. Organizing order fulfillment and logistics. E-tailers face a difficult problem of how to ship very small quantities to a large number of buyers. This can be a difficult undertaking, especially when returned items need to be handled. IT-supported decision models can help with scheduling, routing, shipments, inventory management and other logistics-related decisions. Determining viability and risk of online e-tailers. Many pure online e-tailers folded in 2000–2002, the result of problems with customer acquisition, order fulfillment, and demand forecasting. Identifying appropriate revenue models. To succeed in EC, it is necessary to identify appropriate revenue models. Service Industries Online CYBERBANKING. Electronic banking, also known as cyberbanking and online banking, includes various banking activities conducted from home, a business, or on the road instead of at a physical bank location. International and Multiple-Currency Banking. International banking and the ability to handle trading in multiple currencies are critical for international trade. THE ONLINE JOB MARKET The Internet offers a perfect environment for job seekers and for companies searching for hard-to-find employees. The online job market is especially effective for technology-oriented jobs. Job seekers. Job seekers can reply to employment ads online. Job offerers. Many organizations advertise openings on their Web site. Others use sites ranging from Yahoo! to bulletin boards of recruiting firms. Recruiting firms. Hundreds of job-placement brokers and related services are active on the Web. They use their own Web pages to post available job descriptions and advertise their services in electronic malls and in others’ Web sites. Recruiters use newsgroups, online forums, bulletin boards, and chat rooms. Job-finding brokers help candidates write their resumes and get the most exposure. TRAVEL SERVICES. The Internet is an ideal place to plan, explore, and economically arrange almost any trip. REAL ESTATE. Real estate transactions are an ideal area for e-commerce, for the following reasons. First, you can view many properties on the screen, saving time for you and the broker. (corrector) 5.4 MARKET RESEARCH AND ONLINE ADVERTISING A MODEL OF CONSUMER BEHAVIOR ONLINE The purpose of a consumer behavior model is to help vendors understand how a consumer makes a purchasing decision. Independent (or uncontrollable) variables Vendors’ controlled variables The decision-making process dependent variables The Consumer Decision-Making Process A GENERIC PURCHASING-DECISION MODEL. (1) need identification, (2) information search, (3) evaluation of alternatives, (4) purchase and delivery, and (5) after-purchase evaluation. A CUSTOMER DECISION MODEL IN WEB PURCHASING. How Market Research FindsWhat Customers Want ASKING CUSTOMERS WHAT THEY WANT fill in electronic questionnaires. TRACKING CUSTOMER ACTIVITIES ON THE WEB. Today it is possible to learn about customers by observing their behavior on the Internet. Many companies offer site-tracking services, based on cookies, Web bugs, or spayware programs. Using Software Agents to Enhance B2C and Market Research software agents are computer programs that conduct routine tasks, search and retrieve information, support decision making, and act as domain experts. These agents sense the environment and act autonomously without human intervention Unlike search engines, an intelligent agent uses expert, or knowledge-based, capabilities to do more than just “search and match.” For example, it can monitor movements on a Web site to check whether a customer seems lost or ventures into areas that may not fit his profile, and the agent can then notify the customer and even provide corrective assistance. BRAND- AND VENDOR-FINDING AGENTS AND PRICE COMPARISONS. Once the consumer has decided what to buy, a type of intelligent agent called a comparison agent will help in doing comparisons, usually of prices, from different vendors. The agent makes a recommendation based on your stated preferences. SEARCH AGENTS. can help customers determine what to buy to satisfy a specific need The search agent helps consumers decide what product best fits their profile and requirements COLLABORATIVE FILTERING AGENTS. Use customer data to infer customer interest in other products or services Advertising Online Advertisement is an attempt to disseminate information in order to influence a buyer – seller transaction. Internet advertising redefines the advertising process, making it media-rich, dynamic, and interactive. It improves on traditional forms of advertising in a number of ways: Internet ads can be updated any time at minimal cost, and therefore can always be timely. Internet ads can reach very large number of potential buyers all over the world and they are sometimes cheaper in comparison to print (newspaper and magazine), radio, or television ads. ADVERTISING METHODS. The most common advertising methods online are banners, pop-ups, and e-mails Banners are, simply, electronic billboards, and banner advertising is the most commonly used form of advertising on the Internet. Typically, a banner contains a short text or graphical message to promote a product or a vendor. Keyword banners appear when a predetermined word is queried from a search engine Random banners appear randomly and might be used to introduce new products to the widest possible audience, or for brand recognition Pop-Up, Pop-Under, and Similar Ads. One of the most annoying phenomena in Web surfing is the increased use of pop-up, pop-under, and similar ads. E-Mail Advertising. Electronic Catalogs and Brochures. SOME ADVERTISING ISSUES AND APPROACHES. Unsolicited Advertising: Spamming and More. A major issue related to popups and e-mail advertising is spamming, the practice of indiscriminate distribution of electronic ads without permission of the receiver Permission Marketing. Permission marketing is one answer to e-mail spamming. Permission marketing asks consumers to give their permission to voluntarily accept advertising and email. Viral Marketing. Viral marketing refers to online word-of-mouth marketing. The main idea in viral marketing is to have people forward messages to friends, asking them, for example, to “check this out.” Interactive Advertising and Marketing. When the Internet is combined with databases marketing, interactive marketing becomes a very effective and affordable competitive strategy. Online Promotions: Attracting Visitors to a Site. Making the top list of a search engine. If it understands how a search engine’s program ranks its findings, a company can get to the top of a search engine’s list merely by adding, removing, or changing a few sentences on its Web pages. Online events, promotions, and attractions People generally like the idea of something funny or something free, or both. Contests, quizzes, coupons, and free samples are an integral part of e-commerce as much as, or even more than, they are in off-line commerce. 5.5 B2B APPLICATIONS In business to business (B2B) applications, the buyers, sellers, and transactions involve only organizations. Business-to-business comprises about 85 percent of EC volume. It covers a broad spectrum of applications that enable an enterprise to form electronic relationships with its distributors, resellers, suppliers, customers, and other partners. By using B2B, organizations can restructure their supply chains and partner relationship Sell-Side Marketplaces In the sell-side marketplace model, organizations attempt to sell their products or services to other organizations electronically, from their own private emarket place and/or from a third-party site. (1) electronic catalogs that can be customized for each large buyer and (2) forward auctions. Buy-Side Marketplaces The buy-side marketplace is a model in which organizations attempt to buy needed products or services from other organizations electronically, usually from their own private e-marketplace. A major method of buying goods and services in the buy-side model is a reverse auction. E-PROCUREMENT. Purchasing by using electronic support is referred to as eprocurement. In addition to reverse auctions just discussed, e-procurement uses other mechanism. Two popular ones are group purchasing and desktop purchasing. Group purchasing. In group purchasing, the requirements of many buyers are aggregated so that they total to a large volume, and may merit more seller attention. Desktop purchasing. In this variation of e-procurement, known as desktop purchasing, suppliers’ catalogs are aggregated into an internal master catalog on the buyer’s server, so that the company’s purchasing agents (or even end users) can shop more conveniently. Electronic Exchanges E-marketplaces in which there are many sellers and many buyers are called public exchanges (in short, exchanges). They are open to all, and frequently are owned and operated by a third party. 5.6 INTRABUSINESS AND BUSINESS-TO-EMPLOYEES Business to Its Employees (B2E) Commerce Companies are finding many ways to do business electronically with their own employees. They disseminate information to employees over the intranet, for example. They also allow employees to manage their fringe benefits and take training classes electronically. In addition, employees can buy discounted insurance, travel packages, and tickets to events on the corporate intranet, and they can electronically order supplies and material needed for their work. SALES FORCE AUTOMATION. Sales force automation (SFA) is a technique of using software to automate the business tasks of sales, including order processing, contact management, information sharing, inventory monitoring and control, order tracking, customer management, sales forecast analysis, and employee performance evaluation. E-Commerce Between and Among Units Within the Business Large corporations frequently consist of independent units, or strategic business units (SBUs), which “sell” or “buy” materials, products, and services from each other. E-Commerce Between and Among Corporate Employees Many large organizations allow employees to post classified ads on the company intranet, through which employees can buy and sell products and services from each other. 5.7 E-GOVERNMENT AND CONSUMER-TO-CONSUMER EC E-Government E-government is the use of Internet technology in general and e-commerce in particular to deliver information and public services to citizens, business partners and suppliers, and those working in the public sector. It is also an efficient way of conducting business transactions with citizens and businesses and within the governments themselves. It improves the efficiency and effectiveness of the functions of government, including the delivery of public services. It enables governments to be more transparent to citizens and businesses by giving access to more of the information generated by government. E-government also offers greater opportunities for citizens to provide feedback to government agencies and to participate in democratic institutions and processes. As a result, e-government may facilitate fundamental changes in the relationships between citizens and governments. E-government applications can be divided into three major categories: government-to-citizens (G2C), government-to-business (G2B), and government-to-government (G2G) IMPLEMENTING E-GOVERNMENT. Customerto-Customer E-Commerce Customer-to-customer (C2C) e-commerce refers to e-commerce in which both the buyer and the seller are individuals (not businesses). C2C is conducted in several ways on the Internet, where the best-known C2C activities are auctions. C2C AUCTIONS. Regardless where people are, in dozens of countries, selling and buying on auction sites is exploding. Most auctions are conducted by intermediaries, like eBay.com. CLASSIFIED ADS. Internet-based classified ads have one big advantage over these more traditional types of classified ads: They offer a national, rather than a local, audience. PERSONAL SERVICES. Numerous personal services are available on the Internet (lawyers, handy helpers, tax preparers, investment clubs, dating services). Some are in the classified ads, but others are listed in specialized Web sites and directories. Some are for free, some for a fee. Be very careful before you purchase any personal services. Fraud or crime could be involved. SUPPORT SERVICES TO C2C. When individuals buy products or services from individuals, they usually buy from strangers. The issues of ensuring quality, receiving payments, and preventing fraud are critical to the success of C2C. One service that helps C2C is payments by companies such as Paypal.com. Another one is escrow services, intermediaries that take the buyer’s money and the purchased goods, and only after making sure that the seller delivers what was agreed upon, deliver the goods to the buyer and the money to the seller (for a fee). 5.8 E-COMMERCE SUPPORT SERVICES Electronic Payments Payments are an integral part of doing business, whether in the traditional way or online. Unfortunately, in most cases traditional payment systems are not effective for EC, especially for B2B. ELECTRONIC PAYMENT SYSTEMS. As in the traditional marketplace, so too in cyberspace, diversity of payment methods allows customers to choose how they wish to pay. The following instruments are acceptable means of electronic payment: electronic checks, electronic credit cards, purchasing cards, electronic cash, stored-value cards, smart cards, and person-to-person payments. Electronic checks. Electronic credit cards. Purchasing Cards Electronic Cash. SECURITY IN ELECTRONIC PAYMENTS. Security Requirements. Security requirements for conducting EC are the following: 1. Authentication. The buyer, the seller, and the paying institutions must be assured of the identity of the parties with whom they are dealing. 2. Integrity. It is necessary to ensure that data and information transmitted in EC, such as orders, reply to queries, and payment authorization, are not accidentally or maliciously altered or destroyed during transmission. 3. Nonrepudiation. Merchants need protection against the customer’s unjustified denial of placing an order. On the other hand, customers need protection against merchants’ unjustified denial of payments made. (Such denials, of both types, are called repudiation.) 4. Privacy. Many customers want their identity to be secured. They want to make sure others do not know what they buy. Some prefer complete anonymity, as is possible with cash payments. 5. Safety. Customers want to be sure that it is safe to provide a credit card number on the Internet. They also want protection against fraud by sellers or by criminals posing as sellers. Security Protection. Several methods and mechanisms can be used to fulfill the above requirements. One of the primary mechanisms is encryption, which is often part of the most useful security schemes. E-Wallets. E-wallets (or digital wallets) are mechanisms that provide security measures to EC purchasing. The wallet stores the financial information of the buyer, including credit card number, shipping information, and more. Thus, sensitive information does not need to travel on the Net, and the buyer and seller save time. The problem is that you need an e-wallet with each merchant. Virtual Credit Cards. Virtual credit cards are a service that allow you to shop with an ID number and a password instead of with a credit card number. They are used primarily by people who do not trust browser encryption sufficiently to use their credit card number on the Internet. Payment Using Fingerprints. An increasing number of supermarkets allow their regular customers to pay by merely using their fingerprint for identification. A computer template of your fingerprint is kept in the store’s computer system. Each time you shop, your fingerprint i smatched with the template at the payment counter. You approve the amount which is then charged either to your credit card or bank account. Order Fulfillment 5.9 LEGAL AND ETHICAL ISSUES IN E-BUSINESS Ethical standards and their incorporation into law frequently trail technological innovation. E-commerce is taking new forms and enabling new business practices that may bring numerous risks—particularly for individual consumers—along with their advantages. Market Practices and Consumer and Seller Protection When buyers and sellers do not know each other and cannot even see each other (they may even be in different countries), there is a chance that dishonest people will commit fraud and other crimes over the Internet. During the first few years of EC, the public witnessed many of these, ranging from the creation of a virtual bank that disappeared along with the investors’ deposits, to manipulation of stock prices on the Internet. Unfortunately, fraudulent activities on the Internet are increasing. FRAUD ON THE INTERNET BUYER PROTECTION. Buyer protection is critical to the success of any commerce where buyers do not see the sellers, and this is especially true for e-commerce. SELLER PROTECTION. Sellers, too, may need protections. They must be protected against consumers who refuse to pay or who pay with bad checks, and from buyers’ claims that the merchandise did not arrive. They also have the right to protect against the use of their name by others, as well as to protect the use of their unique words and phrases, slogans, and Web address (trademark protection). PRIVACY. Most electronic payment systems know who the buyers are; therefore, it may be necessary to protect the buyers’ identities. Another privacy issue may involve tracking of Internet user activities by intelligent agents and “cookies” (a string of characters stored on the user’s hard drive to record the history of the user’s visits to particular Web sites). A privacy issue related to employees also involves tracking: Many companies monitor employees’ e-mail and have installed software that performs in-house monitoring of Web activities. Yet many employees don’t want to feel like they are under the watchful eye of “Big Brother,” even while at work. WEB TRACKING. By using tracking software, companies can track individuals’movements on the Internet. Programs such as “cookies” raise a batch of privacy concerns. DISINTERMEDIATION. The use of EC may result in the elimination of some of a company’s employees as well as brokers and agents. This result is called disintermediation—that is, eliminating the intermediary. Legal Issues Specific to E-Commerce DOMAIN NAMES. Internet addresses are known as domain names. Domain names appear in levels. A top-level name is wiley.com or stanford.edu. A secondlevel name will be wiley.com/turban or ibm.com.hk (for IBM in Hong Kong). Toplevel domain names are assigned by central nonprofit organizations that check for conflicts and possible infringement of trademarks. the URL matches the company’s name. Problems arise when several companies that have similar names compete over a domain name. Cybersquatting. Cybersquatting refers to the practice of registering domain names in order to sell them later at a higher price. DISINTERMEDIATION AND REINTERMEDIATION. TAXES AND OTHER FEES. Federal, state, and local authorities are scrambling to figure out how to get a piece of the revenue created electronically. COPYRIGHT. Intellectual property, in its various forms, is protected by copyright laws and cannot be used freely. 5.10 FAILURES AND STRATEGIES FOR SUCCESS E-Commerce Failures PRE-INTERNET FAILURES. No standards were established for submitted documents. ● There was resistance to change to the new system, and the FDA did not force reviewers to work electronically. ● The system was merely an electronic version of existing documents. No business process reengineering (BPR) was undertaken in planning (or improving) the new system. ● The FDA lacked technical expertise in interorganizational information systems and in collaborative commerce. ● No training or even information was provided to the FDA’s end users. ● There were learning curve difficulites, and no time was allowed to learn different document systems. ● Clients (the pharmaceutical companies) were not encouraged to make electronic submissions. ● There was no IS planning. The FDA knew that a business process design study was needed, but it did not do it. INTERNET-RELATED EC FAILURES incorrect business model. insufficient number of buyers too much competition, low prices lack of cash customer acquisition cost was too high lack of second-round funding income was insufficient to convince investors to fund it further. FAILED EC INITIATIVES. Success Stories and Lessons Learned Thousands of brick-and mortar companies are slowly adding online channels with great success. “Analyze the opportunities, go out to look, keep it focused, start small (one thing at a time), and aim at market leadership” select robust business models, understand the dot-com future, foster e-innovation, carefully evaluate a spin-off strategy, co-brand, employ exdot-com staffers, and focus on the e-generation as your market Many experts (e.g., The National Institute for Standards and Technology, NIST) recommend contingency planning and preparing for disasters add value, focus on a niche and then extend that niche, maintain flexibility, get the technology right, manage critical perceptions, provide excellent customer service, create effective connectedness, and understand Internet culture. Conclusion Analyzing successful companies, researchers have suggested that if they do careful planning to reach profitability quickly, many click-and-mortar companies are likely to succeed. Joint ventures and partnerships are very valuable, and planning for satisfactory infrastructure and logistics to meet high demand is needed. In short, do not forget that e-business has a “business” side! 1. Managing resistance to change. Electronic commerce can result in a fundamental change in how business is done, and resistance to change from employees, vendors, and customers may develop. Education, training, and publicity over an extended time period offer possible solutions to the problem. 2. Integration of e-commerce into the business environment. E-commerce needs to be integrated with the rest of the business. Integration issues involve planning, competition for corporate resources with other projects, and interfacing EC with databases, existing IT applications, and infrastructure. 3. Lack of qualified personnel and outsourcing. Very few people have expertise in e-commerce. There are many implementation issues that require expertise, such as when to offer special promotions on the Internet, how to integrate an e-market with the information systems of buyers and sellers, and what kind of customer incentives are appropriate under what circumstances. For this reason, it may be worthwhile to outsource some e-commerce activities. 4. Alliances. It is not a bad idea to join an alliance or consortium of companies to explore ecommerce. Alliances can be created at any time. Some EC companies (e.g., Amazon.com) have thousands of alliances. The problem is which alliance to join, or what kind of alliance to form and with whom. 5. Implementation plan. Because of the complexity and multifaceted nature of EC, it makes sense to prepare an implementation plan. Such a plan should include goals, budgets, timetables, and contingency plans. It should address the many legal, financial, technological, organizational, and ethical issues that can surface during implementation. 6. Choosing the company’s strategy toward e-commerce. Generally speaking there are three major options: (1) Lead: Conduct large-scale innovative ecommerce activities. (2) Watch and wait: Do nothing, but carefully watch what is going on in the field in order to determine when EC is mature enough to enter it. (3) Experiment: Start some e-commerce experimental projects (learn by doing). Each of these options has its advantages and risks. 7. Privacy. In electronic payment systems, it may be necessary to protect the identity of buyers. Other privacy issues may involve tracking of Internet user activities by intelligent agents and cookies, and in-house monitoring of employees’ Web activities. 8. Justifying e-commerce by conducting a cost-benefit analysis is very difficult. Many intangible benefits and lack of experience may produce grossly inaccurate estimates of costs and benefits. Nevertheless, a feasibility study must be done, and estimates of costs and benefits must be made. 9. Order fulfillment. Taking orders in EC may be easier than fulfilling them. To learn about the problems and solutions related to order fulfillment. 10. Managing the impacts. The impacts of e-commerce on organizational structure, people, marketing procedures, and profitability may be dramatic. Therefore, establishing a committee or organizational unit to develop strategy and to manage e-commerce is necessary. E-commerce can be conducted on the Web, by e-mail, and on other networks. It is divided into the following major types: business-to-consumer, consumer-to-consumer, business-to-business, e-government, collaborative commerce, and intrabusiness. In each type you can find several business models. _ E-commerce offers many benefits to organizations, consumers, and society, but it also has limitations (technological and nontechnological). The current technological limitations are expected to lessen with time. _ A major mechanism in EC is auctions. The Internet provides an infrastructure for executing auctions at lower cost, and with many more involved sellers and buyers, including both individual consumers and corporations. Two major types exist: one for selling, which is the traditional process of selling to the highest bidder (forward auctions), and one is for buying, using a tendering system of buying at the lowest bid (reverse auctions). _ A minor mechanism is online bartering, in which companies arrange for exchange of physical items and/or services. _ The major application areas of B2C commerce are in direct retailing, banking, securities trading, job markets, travel, and real estate. Several issues slow the growth of B2C, notably channel conflict, order fulfillment, and customer acquisition. B2C e-tailing can be pure (such as Amazon.com), or part of a click-andmortar organization. _ Direct marketing is done via solo storefronts or in malls. It can be done via electronic catalogs, or by using electronic auctions. Understanding consumer behavior is critical to e-commerce. Finding out what customers want can be determined by asking them, in questionnaires, or by observing what they do online. Other forms of market research can be conducted on the Internet by using intelligent agents. _ Like any commerce, EC requires advertising support, much of which can be done online by methods such as banner ads, pop-ups, and customized ads. Permission marketing, interactive and viral marketing, electronic catalogs, making it to the top of search-engine listings, and online promotions offer ways for vendors to reach more customers. The major B2B applications are selling from catalogs and by forward auctions, buying in reverse auctions and in group and desktop purchasing, and trading in exchanges. _ Most organizations employ B2B collaborative commerce, usually along the supply chain. _ EC activities can be conducted inside organizations. Three types are recognized: between a business and its employees, between units of the business, and among emloyees of the same organizations. Many method and tools exist in conducting the above. _ E-government commerce can take place between government and citizens, between businesses and governments, or among government units. It makes government operations more effective and efficient. _ EC can also be done between consumers (C2C), but should be undertaken with caution. Auction is the most popular C2C mechanism. _ Traditional, nonelectronic payment systems are insufficient or inferior for doing business on the Internet. Therefore, electronic payment systems are used. Electronic payments can be made by e-checks, e-credit cards, e-cash, stored-value and smart cards, electronic bill presentment and payment, and e-wallets. _ Order fulfillment is especially difficult in B2C, making B2C expensive at times. Protection of customers, sellers, and intellectual property is a major concern, but so are the value of contracts, domain names, and how to handle legal issues in a multicountry environment. There is increasing fraud and unethical behavior on the Internet, including invasion of privacy by sellers and misuse of domain names. Both sellers and buyers need to be protected. Periods of innovations produce both many successes and many failures. There have been many of both in e-commerce. Major reasons for failure are insufficient cash flow, too much competition, conflicts with existing systing systems, wrong revenue models, and lack of planning. Despite the failures, overall EC volume is growing exponentially. Aula 7 Portal Para hospedar páginas de cliente Modelo de páginas Shopping Virtual Box para clientes Catálogo na Internet Shopping virtual Modelo Catálogo comum Logística do banco – contrato nacional com correios “Banco assume risco” Lojas independentes Busca comum Assistência de marketing Competição - > Grande empresa Agrupar lojas similares Boleto, cartão dão dinheiro ao banco, empréstimo Shopping Virtual Busca interna e global Espaço Gourmet Espaço Eletrônico Espaço Moda Sistema do shopping Infra-estrutura Aplicação Módulo central Consumidor Navega / info / resenha / promoções Busca produtos / orientação Carrinho compra Pagamento Acompanhamento Contato lojista Contato administrador comercial Cadastro Feedback RSS Lojista Constrói a loja Catálogo Criação Manutenção Administrador Banco Aula 8 Vai ter um carrinho do shopping Loja virtual local para resolver problema de estoque. Canal alternativo para “acerto” de estoque Controle de estoque SMS GPRS, Fixo, Flex – comunicação de dados Call Center Estoque + call center Central de compras Empresas consumidoras Central Compras Empresas fornecedoras Central faz o catálogo. Aula 9 Estudar para provinha: Seção 8.1 e 8.3 CAP 8 8.1 ESSENTIALS OF THE SUPPLY AND VALUE CHAINS 6.1 - Fundamentos das Cadeias de Suprimento de Valor 6.3 - Sistemas Computadorizados> MRP, MRP II, ERP e SCM Initially, the concept of a supply chain referred only to the flow of materials from their sources (suppliers) to the company, and then inside the company to places where they were needed. There was also recognition of a demand chain, which described the process of taking orders and delivering finished goods to customers. Soon it was realized that these two concepts are interrelated, so they were combined under the single concept named the extended supply chain, or just supply chain. supply chain refers to the flow of materials, information, payments, and services from raw material suppliers, through factories and warehouses, to the end customers. A supply chain also includes the organizations and processes that create and deliver products, information, and services to the end customers. It includes many tasks such as purchasing, payment flow, materials handling, production planning and control, logistics and warehousing, inventory control, and distribution and delivery. SUPPLY CHAIN MANAGEMENT. The function of supply chain management (SCM) is to plan, organize, and coordinate all the supply chain’s activities. SCM SOFTWARE. SCM software refers to software intended to support specific segments of the supply chain, especially in manufacturing, inventory control, scheduling, and transportation. This software concentrates on improving decision making, optimization, and analysis. E-SUPPLY CHAIN. When a supply chain is managed electronically, usually with Web-based software, it is referred to as an e-supply chain. SUPPLY CHAIN FLOWS Materials flows. These are all physical products, new materials, and supplies that flow along the chain Information flows. All data related to demand, shipments, orders, returns, schedules, and changes in the above are information flows. Financial flows. Financial flows include all transfers of money, payments, credit card information and authorization, payment schedules, e-payments, and credit-related data. The Components of Supply Chains (1) upstream, where sourcing or procurement from external suppliers occur, (2) internal, where packaging, assembly, or manufacturing take place, and (3) downstream, where distribution or dispersal take place, frequently by external distributors. reverse logistics, which is the return of products. For the automaker, that would be cars returned to the dealers in cases of defects or recalls by the manufacturer. Types of Supply Chains Integrated make-to-stock, continuous replenishment, build-to-order, and channel assembly The Supply Chain and the Value Chain 8.3 COMPUTERIZED SYSTEMS: MRP, MRPII, SCM, AND INTEGRATION The Evolution of Computerized Supply Chain Aids Historically, many of the supply chain activities were managed with paper transactions, which can be very inefficient. Therefore, since the time when computers first began to be used for business, people have wanted to automate the processes along the supply chain. reduce cost, expedite processing, and reduce errors material requirements planning (MRP) model was devised. This model essentially integrates production, purchasing, and inventory management of interrelated product. It became clear that computer support could greatly enhance use of this model, which may require daily updating. This resulted in commercial MRP software packages coming on the market. manufacturing resource planning (MRP II), which adds labor requirements and financial planning to MRP integration of functional information systems. This evolution continued, leading to the enterprise resource planning (ERP) concept, which integrates the transaction processing and other routine activities of all functional areas in the entire enterprise. ERP initially covered all routine transactions within a company, including internal suppliers and customers, but later it was expended to incorporate external suppliers and customers in what is known as extended ERP software. Systems Integration functionally oriented. Functional systems may not let different departments communicate with each other in the same language. benefits of systems integration ● Tangible benefits: inventory reduction, personnel reduction, productivity improvement, order management improvement, financial-close cycle improvements, IT cost reduction, procurement cost reduction, cash management improvements, revenue/profit increases, transportation logistics cost reduction, maintenance reduction, and on-time delivery improvement. ● Intangible benefits: information visibility, new/improved processes, customer responsiveness, standardization, flexibility, globalization, and business performance. TYPES OF INTEGRATION: FROM SUPPLY TO VALUE CHAIN. Internal integration refers to integration between applications, and or between applications and databases, inside a company. For example, one may integrate the inventory control with an ordering system, or a CRM suite with the database of customers. External integration refers to integration of applications and/or databases among business partners. An example of this is the suppliers’ catalogs with the buyers’ e-procurement system. External integration is especially needed for B2B and for partner relationship management (PRM) systems The integrated value chain is a more encompassing concept. It is the process by which multiple enterprises within a shared market channel collaboratively plan, implement, and (electronically as well as physically) manage the flow of goods, services, and information along the entire chain in a manner that increases customer-perceived value. This process optimizes the efficiency of the chain, creating competitive advantage for all stakeholders in the value chain. Whereas the supply chain is basically a description of flows and activities, the value chain expresses the contributions made by various segments and activities both to the profit and to customers’ satisfaction. Another way of defining value chain integration is as a process of collaboration that optimizes all internal and external activities involved in delivering greater perceived value to the ultimate customer. A supply chain transforms into an integrated value chain when it does the following: ● Extends the chain all the way from subsuppliers (tier 2, 3, etc.) to customers ● Integrates back-office operations with those of the front office ● Becomes highly customer-centric, focusing on demand generation and customer service as well as demand fulfillment and logistics ● Seeks to optimize the value added by information and utility-enhancing Services Is proactively designed by chain members to compete as an “extended enterprise,” creating and enhancing customer-perceived value by means of cross-enterprise collaboration Collaboration Along the Supply Chain Aula 9 ERP Automatizou fluxo de informações, materiais, indicadores Visibilidade (centralizou) Auxilia planejamento (o que é?) Escolher entre desenvolver ERP ou comprar um pronto Modificar processos – conhecimento de processo Custo Rapidez Riscos Experiência de outras empresas Interligação de outras empresas Suporte Experiência da empresa – as o que quer? Diferencial competitivo Flexibilização – modificar o sistema Software livre Discutir Software livre na próxima aula. Aula 10 7.1 7.2 e 7.3 – Processamento transacional The idea the DHMC chose was to connect wireless handheld devices with a purchasing and inventory management information system. The medical center has a wireless LANs (Wi-Fi) into which handhelds are connected. Information about supplies then can be uploaded and downloaded from the devices to the network from anywhere within the range of the Wi-Fi. In remote clinics without Wi-Fi, the handhelds are docked into wireline network PCs. IT can support the routine processes of inventory management, enabling greater efficiency, more focus on core competencies, and greater satisfaction for employees and management. The new system also helped to modernize and redesign some of the center’s business processes, and was able to support several business processes (e.g., operations, finance, and accounting), not just one. CRM – Customer relationship management 7.1 FUNCTIONAL INFORMATION SYSTEMS integrated approach that keeps the functional departments as they are, but creates an integrated supportive information system to help communication, coordination, and control. Porter’s Value Chain Model and the Supply Chain The value chain model views activities in organizations as either primary (reflecting the flow of goods and services) or secondary (supporting the primary activities). The organizational structure of firms is intended to support both of these types of activities. Figure 7.2 maps the major functional departments onto the value chain structure. the supply chain is a business process that links all the procurement from suppliers, the transformation activities inside a firm, and the distribution of goods or services to customers via wholesalers and retailers. Major Characteristic of Functional Information Systems Composed of smaller systems. A functional information system consists of several smaller information systems that support specific activities performed in the functional area. Integrated or independent. The specific IS applications in any functional area can be integrated to form a coherent departmental functional system, or they can be completely independent. Alternatively, some of the applications within each area can be integrated across departmental lines to match a business process. Interfacing. Functional information systems may interface with each other to form the organization-wide information system. Some functional information systems interface with the environment outside the organization. For example, a human resources information system can collect data about the labor market. Supportive of different levels. Information systems applications support the three levels of an organization’s activities: operational, managerial, and strategic. 7.2 TRANSACTION PROCESSING INFORMATION SYSTEMS The core operations of organizations are enabled by transaction processing systems. Computerization of Routine Transaction Processes the information system that supports these transactions is the transaction processing system (TPS). The transaction processing system monitors, collects, stores, processes, and disseminates information for all routine core business transactions. These data are input to functional information systems applications, as well as to decision support systems (DSS), customer relationship management (CRM), and knowledge management (KM). The TPS also provides critical data to e-commerce, especially data on customers and their purchasing history. Transaction processing occurs in all functional areas. Some TPSs occur within one area, others cross several areas (such as payroll). Objectives of TPS The primary goal of TPS is to provide all the information needed by law and/or by organizational policies to keep the business running properly and efficiently. Specifically, a TPS has to efficiently handle high volume, avoid errors due to concurrent operations, be able to handle large variations in volume (e.g., during peak times), avoid downtime, never lose results, and maintain privacy and security. To meet these goals, a TPS is usually automated and is constructed with the major characteristics listed in Table 7.1 Activities and Methods of TPS First, data are collected by people or sensors and entered into the computer via any input device. Generally speaking, organizations try to automate the TPS data entry as much as possible because of the large volume involved. Next, the system processes data in one of two basic ways: batch or online processing. In batch processing, the firm collects data from transactions as they occur, placing them in groups or batches. The system then prepares and processes the batches periodically (say, every night). Batch processing is particularly useful for operations that require processing for an extended period of time. Once a batch job begins, it continues until it is completed or until an error occurs. In online processing, data are processed as soon as a transaction occurs. online transaction master files- containing key information about important business entities transaction files - containing information about activities concerning these business entities, such as orders placed by customers, are also held in online files until they are no longer needed for everyday transaction processing activity. This ensures that the transaction data are available to all applications, and that all data are kept up-to-the-minute. The entire process is managed by a transaction manager The flow of information in a typical TPS is shown in Figure 7.3. An event, such as a customer purchase, is recorded by the TPS program. The processed information can be either a report or an activity in the database. In addition to a scheduled report, users can query the TPS for nonscheduled information (such as, “What was the impact of our price cut on sales during the first five days, by day?”). The system will provide the appropriate answer by accessing a database containing transaction data. Web-Based and Online Transaction Processing Systems In online transaction processing (OLTP), transactions are processed as soon as they occur. With OLTP and Web technologies such as an extranet, suppliers can look at the firm’s inventory level or production schedule in real time. OLTP has broadened to become interactive Internet TPS. Internet transaction processing software and servers allow multimedia data transfer, fast response time, and storage of large amount of graphics and video—all in real time and at low cost. The interactivity feature allows for easy and fast response to queries. OLTP also offers flexibility to accommodate unpredictable growth in processing demand (scalability) and timely search and analysis of large databases. 7.3 MANAGING PRODUCTION/OPERATIONS AND LOGISTICS The production and operations management (POM) function in an organization is responsible for the processes that transform inputs into useful outputs (see Figure 7.4). In comparison to the other functional areas, the POM area is very diversified and so are its supporting information systems. It also differs considerably among organizations. For example, manufacturing companies use completely different processes than do service organizations, and a hospital operates much differently from a university. In-House Logistics and Materials Management Logistics management deals with ordering, purchasing, inbound logistics (receiving), and outbound logistics (shipping) activities. In-house logistics activities are a good example of processes that cross several primary and support activities in the value chain. Both conventional purchasing and eprocurement result in incoming materials and parts. The materials received are inspected for quality and then stored. While the materials are in storage, they need to be maintained until distributed to those who need them. Some materials are disposed of when they become obsolete or their quality becomes unacceptable. INVENTORY MANAGEMENT. Inventory management determines how much inventory to keep. Overstocking can be expensive; so is keeping insufficient inventory. Three types of costs play important roles in inventory decisions: the cost of maintaining inventories, the cost of ordering (a fixed cost per order), and the cost of not having inventory when needed (the shortage or opportunity cost). The objective is to minimize the total of these costs. Two basic decisions are made by operations: when to order, and how much to order. QUALITY CONTROL. Manufacturing quality-control systems can be stand-alone systems or can be part of an enterprise-wide total quality management (TQM) effort. They provide information about the quality of incoming material and parts, as well as the quality of in-process semifinished and finished products. Such systems record the results of all inspections. They also compare actual results to metrics. Qualitycontrol data may be collected by Web-based sensors and interpreted in real time, or they can be stored in a database for future analysis. Periodic reports are generated (such as percentage of defects, percentage of rework needed), and management can compare performance among departments on a regular basis or as needed. Planning Production/Operations MATERIAL REQUIREMENTS PLANNING (MRP). Inventory systems that use an EOQ approach are designed for those individual items for which demand is completely independent (for example, the number of chairs a furniture manufacturer will sell). The software that facilitates the plan for acquiring (or producing) parts, subassemblies, or materials in the case of interdependent items is called material requirements planning (MRP). MRP is computerized because of the complex interrelationship among many products and their components, and the need to change the plan each time that a delivery date or the order quantity is changed. MANUFACTURING RESOURCE PLANNING (MRP II). A POM system called manufacturing resource planning (MRP II) adds functionalities to a regular MRP. For example, in addition to the output similar to that of MRP, MRP II determines the costs of parts and the cash flow needed to pay for parts. It also estimates costs of labor, tools, equipment repair, and energy. Finally, it provides a detailed, computerized budget for the parts involved. JUST-IN-TIME SYSTEMS. Just-in-time (JIT) is an approach that attempts to minimize waste of all kinds (of space, labor, materials, energy, and so on) and to continuously improve processes and systems. For example, if materials and parts arrive at a workstation exactly when needed, there is no need for inventory, there are no delays in production, and there are no idle production facilities or underutilized workers. PROJECT MANAGEMENT. A project is usually a one-time effort composed of many interrelated activities, costing a substantial amount of money, and lasting for weeks or years. The management of a project is complicated by the following characteristics. ● Most projects are unique undertakings, and participants have little prior experience in ● Uncertainty exists due to the generally long completion times. ● There can be significant participation of outsiders, which is difficult to control. ● Extensive interaction may occur among participants. ● The many interrelated activities make changes in planning and scheduling difficult. ● Projects often carry high risk but also high profit potential. the area. The essence of these tools is to break complex projects or operations into a sequence of events, to examine the relationships among these events, and to schedule these events to minimize the time needed to complete the project. WORK MANAGEMENT SYSTEMS. Work management systems (WMS) automatically manage the prioritization and distribution of work. These systems deal with resource allocation, an activity that is missing from workflow systems. For example, if an operator is unavailable, WMS recalculates the process and reallocates human resources to meet the business need. TROUBLESHOOTING. Finding what’s wrong in the factory’s internal operations can be a lengthy and expensive process. Intelligent systems can come to the rescue. Bizworks, from InterBiz Solutions, is an example of a successful software product that tackles thorny POM problems, such as interpretation of data gathered by factory sensors. The product is useful for quality control, maintenance management, and more. Computer-Integrated Manufacturing Computer-integrated manufacturing (CIM) is a concept or philosophy that promotes the integration of various computerized factory systems. CIM has three basic goals: (1) the simplification of all manufacturing technologies and techniques, (2) automation of as many of the manufacturing processes as possible, and (3) integration and coordination of all aspects of design, manufacturing, and related functions via computer hardware and software. Product Lifecycle Management (PLM) Product lifecycle management (PLM) is a business strategy that enables manufacturers to control and share product-related data as part of product design and development efforts and in support of supply chain operations PLM is a big step for an organization, requiring it to integrate a number of different processes and systems. Ultimately, its overall goal from the organization’s point of view is to move information through an organization as quickly as possible in order to reduce the time it takes to get a product to market and to increase profitability. Resuminho: Sistemas de Informação Funcionais: - Tradicionalmente, sistemas de informação desenhados por área funcional (eficiência) ? Esta pode não ser a melhor estrutura (processos entre diversas áreas). - Reestruturar a organização, com times entre áreas: Não resolve problemas de falta de coordenação ou cadeia de suprimentos não efetiva. - Integrar um sistema de informação de suporte. - Características de Sistemas de Informação Funcionais: - Composto de sistemas menores. - Integrado ou independente. - Interface. - Suporte em diferentes níveis (operacional, gerencial e estratégico). Processamento Transacional: - TPS (Sistema de Processamento de Transações): Monitora, coleta, armazena, processa e dissemina informação para todas as transações rotineiras do núcleo de um negócio. - Ocorre em todas as áreas funcionais. - Objetivos: - Prover informação necessária por lei ou pelas políticas da organização para que o negócio corra apropriada e eficientemente. - Deve lidar com alto volume de dados e alta variação no volume, evitar erros causados por operações concorrentes, evitar indisponibilidade, nunca perder resultados, e manter privacidade e segurança. - Prover operações eficientes para a organização, garantir acurácia e integridade de dados e informação, aumentar vantagem competitiva. - Atividades e métodos de TPS: - Processamento batch: coleta de dados transacionais, agrupando-os e executando-os periodicamente. Usado quando o processamento requer tempo. - Processamento online: execução ocorre à medida que os dados são coletados. - OLTP (Online Transaction Process): Processamento online que requer arquitetura cliente-servidor. - Web-Based Interactive Transaction Processing: TPS interativa na Internet. Gerenciamento de Produção, Operações e Logística: - POM (Production and Operations Management): Responsável pelo processo que transforma entradas em saídas úteis. - Gerenciamento de Logística e Materiais: Lida com pedidos, compras, recebimento e envio. - Gerenciamento de Inventório: Determina quanto deve ser mantido no inventório, auxiliando na decisão de custo de manter inventórios, no custo de realizar um pedido e no custo de não ter o pedido quando necessário. - Controle de Qualidade: Podem ser sistemas independentes ou TQM (Total Quality Management, relativo à empresa inteira). Planejamento de Produção e Operações: - MRP (Material Requirements Planning): Facilita o planejamento de aquisição ou produção de materiais. - MRP II: (Manufacturing Resource Planning) MRP com funcionalidades como finanças (custos de partes, mão-de-obra, ferramentas, reparo de equipamentos e energia). - JIT (Just-in-Time Systems): Minimizar desperdício de recursos e melhorar processos e sistemas. - Gerenciamento de Projetos: Ferramentas como PERT e CPM quebram a complexidade de projetos ou operações em uma seqüência de eventos, para examinar o relacionamento entre estes e elaborar um cronograma minimizando o tempo necessário. - WMS (Work Management Systems): Gerencia a priorização e distribuição de trabalho. - CIM (Computer-Integrated Manufacting): Conceito que promove a integração de vários sistemas computadorizados da fábrica, visando simplificação de tecnologias e técnicas, automação de processos, e integração e coordenação de todos os aspectos de design, manufatura e funções relacionadas. - Modelo CIM: Definição de processos e produtos, planejamento e controle de manufatura, automação da fábrica, gerenciamento de informação. - Planejamento integrado: Comunicação, compartilhamento de dados e cooperação. - Vantagens: Compreensão e flexibilidade. - PLM (Product Lifecycle Management): Controla e compartilha dados relacionados ao produto como parte do design do produto. - Benefícios em mudanças de engenharia, tempo do ciclo, reuso de design e produtividade. Anotação de aula Suporta – apoiar, sustentar Interfuncional Sistema transacional Suporta a operação (e não a decisão) Fabricação sob encomenda Pedido => planeja produção => fabricação => fatura => entrega Fabricação de estoque Planejamento =-> fabricação => estoque => fatura => entrega Sistemas transacionais – automatizado (por quê?) – menor custo – velocidade – qualidade, segurança repetibilidade Processo Repetitivo ========= Não repetitivo (criativo) Aprendizado pela máquina. Seqüência bem definida Tarefa “primitiva” InsumosTransacional Produto Transacional Informacional Insumos Analítico ?? Proposta de negócio (business case) “Bilhete único” Custos R$300 milhões anuais Impactos Evita fraudes – 5 milhões Redução de custos anteriores 100 milhões Ganho de eficiência – 50 milhões Info pra implementação sistema – 200 milhões Satisfação do passageiro Satisfação do eleitor Aula 11 Como se monetarização satisfação. Seções 8.1 a 8.7 20 – cap 10.2 a 10.5 27 – cap 11 03 – cap 12 10 – cap 13 17 – cap 15 Necessidade de monetarizar Comparar alternativas Vender um projeto Satisfação do cliente Escalar Aumento das vendas Projeto piloto Pesquisa Concorrentes Experiência pós Estimativa pré Tempo na loja Engenharia Necessidade especifica desenvolve fabrica mercado Engenharia reversa Sala suja Mercado produto decompõe especificação Sala limpa Especificação outro grupo projeto etc Software livre Código aberto + antigo liberdade, pode ser comercializado Lierdade Executar Alterar Distribuir * GPL Eric & Cia Programa pode ser distribuído com outros tipos de programas Licença deve ser repassada MPL, NPL, IBM, Apache Programa proprietário maior custo maior confiabilidade maior suporte legado maior segurança maior propriedade intelectual menor adaptabilidade Código aberto menor custo menor confiabilidade menor suporte sem legado menor segurança não tem propriedade intelectual maior adaptabilidade Porque usar Linux 1) Confiabilidade 2) Segurança 3) Custo Líder Commiters Contribuição Suporte Demanda por sugestões e correções Empresa baseada no modelo Open Source Suporte Venda de SW Aula 12 Planejamento de IT do Banco Real Próxima aula: (no cronograma) Aula 13 Sistema de suporte a decisão escolha alternativa melhor processo capturar informação identificar problema, objetivo definir alternativas avaliar alternativas com critério escolha aplico Problema Reconhece o problema Informe-se sobre o problema e possíveis soluções Vá para a praia Preferência, análise e argumento sub Armazenar conhecimento CBR Conhecer processos obter dados Sistema de informação Como? Estruturar Cruzar Ferramentas analíticas Modelagem, analítica, etc Treinar Livro Geert Hofstede Fran Johansson - Efeito Médice Aula 14 Ferramentas de análise-simulação Eventos discretos Arena AutoMod Cave ACT-R Framework LISP IA Arquitetura cognitiva Tomada de decisões => gerência Ferramentas de Análise Estatística R Language Eve Stata MatLab SQL Excel Arquitetura MIS – Hyperion Essbase DB DW BI Server (processamento) Relatórios DashBoards Transacional Histórico não preparado DW: Histórico preparado Racional Intuitivo (Pá) 1) Disponibilidade Info (SIG) 2) Ferramentas Modelagem Análise das opções Estatísticas Probabilísticas Incerteza Simulações etc. Identifica o problema, alternativas, decompor, escolher, análise de sensibilidade (pensa na incerteza). Aula 15 Ter informações que permitem entender a empresa. Acumula tudo o que a empresa já fez. Possui dados externos também. Data Warehouse têm informações de um período para trás (é o volume que limita). Não serve para fazer o operacional da empresa. O operacional é em tempo corrente. Outras empresas podem ter um operacional Metadados qualificam os dados. Operacional não tem data warehouse. Informacionais estão ligados ao middlewares. Escolha dois: (custo, qualidade, tempo) Sistemas analíticos ficam entre Data Warehouse e Data Mart. Eles geram conhecimento. Tiram informação de coisas que não têm informação. Ex: Data Mining. Descobre o modelo, descobre tendências. Ele descobre que aumenta vendas em dias de chuva. Sistema analítico é o que mais se aproxima de sistemas inteligentes. Front-end do BI é informacional. O cruzamento de dados é analítico. Aula 16 Arquitetura – MODELO CONCEITUAL Predial, urbana Computador, como o programador enxerga o hardware. Arquitetura de sistemas Organização Integração de subsistemas Arquitetura de software Arquitetura coorporativa (Enterprise Architecture) – incorpora processos Arquitetura de TI Ex em padaria: Balcão Caixa Forno Estoque Chefia Arquitetura – como cresce, conhecido, importância e no futuro Definição de arquitetura – treinamento – monitoração, fiscalização Arquitetura – normas e boas práticas Data Warehouse pega em relacional e transforma em dimensional. Fica com uma janela de tempo para fazer as análises. Data Mining Pega do Data Warehouse e recoloca novas informações. Correlação estatística. Algoritmos genéticos. Rede neural Aula 17 12.1 a 12.4 12 Sistemas inteligentes Redes neurais reconhecimento de padrões Técnicas de IA Propõe resolver problemas que requerem inteligência para serem resolvidos. Comportamento racional Modelagem em algoritmo soluções mais inteligentes (não distingue entre humano e máquina) Sobre símbolos ? Conhecimento Problemas complexos. Grande quantidade de variáveis. Muitas soluções possíveis. Tipos de problemas. Redes neurais Lógica Fuzzy Sistemas especialistas Diagnóstico, classificação, configuração Raciocínio baseado em casos. Modelos preditivos Processamento Linguagem Humana Árvore de decisão Reconhecedor / sintetizador de voz Visão computacional Web semântica Algoritmos genéticos Robótica Bayes Planejamento Tomada de decisão Problemas: análise e síntese Conversar com especialista é fundamental. Aula 18 IA Solução de problemas complexos (que requerem inteligência) Técnicas de IA Sistemas especialistas Redes Neurais Incerteza | Probabilidade Raciocínio baseado em casos Lógica Nebulosa Reconhecimento Os negritos já estão bem maduros. Problemas de IA - Desafios 1) Dedução, raciocínio e resolução de problemas 2) Representação do conhecimento 3) Planejamento 4) Aprendizado 5) Processamento de linguagem natural 6) Movimento e manipulação 7) Percepção 8) Inteligência social 9) Criatividade 10) Inteligência geral Willian Clancey Grandes tipos Síntese Modificação Análise Tipos Modelamento, design, planejamento Escalação, configuração Predição, posdição, monitoração, diagnóstico Diagnóstico – pega os efeitos e determina a causa. KADS Problema do jokey Provinha próxima aula 17 - Como as áreas de TI são organizadas nas empresas? Procurar na Internet 25 – 1 2 3 01 – 4 5 6 02 – 7 8 9 30 min por grupo Apresentação impressa Aula 19 TI Negócios Missão: Prover à empresa em situações de processamento de informação que a tornem mais competitiva e controlada. Gerencia todos os recursos (hw, sw, pessoas, informações) Garantir continuidade de serviços Adequar a uma estratégia. Suportar processos negócio. Manter atualizado quanto a mundo externo. Estratégia empresa -> estratégia TI -> Funções de TI Se não tem: Operacional - Op e infra – acaba empresa Técnico - Entende necessidades ... – para no tempo Estratégico - Orientar... – deixa de ter diferencial competitivo, é como a maioria das empresas. Quais são as grandes funções (organização funcional) de TI? CIO Planejamento estratégico Arquitetura Segurança de informação Gestão de fornecedores Análise de negócio Pesquisa novas tecnologias Desenvolvimento de soluções Sistemas legados Infra-estrutura – middleware, software básico Operação Quando se desce vai seguindo o ciclo de vida. Podem ser terceirizados: Sistemas legados Infra-estrutura – middleware, software básico Operação Não se reduz custo terceirizando, se melhora qualidade. Quando se terceiriza estratégico se perde competitividade. Aula 20 Q1 – Qual a importância que o Planejamento Estratégico de TI tem para uma empresa? Sabese que a implantação do mecanismo de Planejamento de TI traz benefícios e dificuldades. Quais seriam esses benefícios e dificuldades? Que políticas (normas e diretrizes) relativas a esse assunto você recomendaria para uma empresa que pretende adotá-lo? Recursos escassos. Plano ter credibilidade. Diretriz, se o mandachuva não estiver por trás, já era (stakeholders). Tem que ter um método. Tem que surgir a necessidade. Propósitos, quem está envolvido, quando é feito, qual é o ritmo. Fazem normas, recomendações. Q2 – Considere dois sistemas típicos de empresas: um minerador de dados (data mining) e um de vendas na Internet. No que um sistema se distingue do outro, tanto do ponto de vista conceitual e funcional quanto do ponto de vista de implantação? Data Mine é analítico Sistema de vendas é transacional gera dados para o Data Mine. Erro no Data Mine pode acabar com a estratégia Data Mine é mais complexo e caro. Subjetivo Engenharia Necessidades – que otimiza algo Conhecimento Usar Criar Resolver Com recursos disponíveis, levando em conta custo