Matakuliah
Tahun
Versi
: J0454 / Sistem Informasi Manajemen
: 2006
:1/1
Pertemuan 17 & 18
Electronic Commerce System
1
Learning Outcomes
Pada akhir pertemuan ini, diharapkan mahasiswa
akan mampu :
• Mahasiswa akan dapat menunjukkan
strategi perencanaan pengembangan
layanan e-commerce  C3
2
Outline Materi
•
•
•
•
•
•
e-Commerce Fundamental
The Scope of e-Commerce
Essential e-Commerce Processes
E-Commerce Application and Issues
Web Store Requirement
E-Commerce Marketplaces
3
Scope of e-Commerce
A Wide Range of Business
Processes Support ECommerce
Marketing/Discovery
Market/
Product
Research
Transaction Processing
Market
Terms
Stimulation
Negotiation
Education
Order
Receipt
Service and Support
Order
Selection
and Priority
Order
Billing/
Payment
Mgmt.
Order
Scheduling/
Fulfillment
Delivery
Customer
Service and
Support
Order
Tracking
Order
Payment
Product
Receipt
Product
Service and
Support
Selling Process
Product
Discovery
Product
Evaluation
Terms
Order
Negotiation Placement
Buying Process
4
Scope of e-Commerce
E-Commerce Applications
• Business-to-Customer (B2C)
• Business-to-Business (B2B)
• Customer-to-Customer (C2C)
5
Scope of e-Commerce
Example QuickSource Internet Auction
1
QuickSource user submits
a request for quote (RFQ)
for publication via Internet
Firewall
2
Web server parses
HTTP request,
validates user
identity and
authorization, and
processes request
6
Web server sends
confirmation to browser
Web Server Farm
Database
Servers
• Windows 2000
Advanced
Server
• Windows 2000 • Internet
Datacenter
Information
Server cluster
Server 5
• SQL Server
2000
Database server
updates RFQ status
as “published”
3
4
Storage-Area Network
Transactions and
user activity logged
for billing and
marketing purposes
5
Application
servers notify
suppliers of the
new RFQ via email
• Windows 2000
Advanced
Server cluster
• J.D. Edwards
OneWorld ERP
software
• Siebel Systems
e-Business
CRM software
6
e-Commerce Processes
• Electronic Commerce
Technologies
• Access Control and Security
Access Control
and Security
Access Control
Authentication
Security Measures
Content
Management
Dynamic Content
Generation
Data Repository
Profiling and
Personalizing
Profile Management
Catalog
Management
Pricing Calculation
Personalization
Product
Configuration
Behavior Tracking
Search Management
Content-Based
Search
Parametric-Based
Search
Role- and Rule-Based
Search
Collaboration
and Trading
Mediation
Negotiation
Workflow
Management
Buying Process
Automation
Bidding/Auctioning
Collaborative
Buying
Online Community
Document
Management
Rule- and Role-Based
Content Routing
Catalog Generation
Payment
Shopping Cart
Payment Method
Support
Payment
Verification
Event
Notification
Event-Driven
Transaction
Messaging
Message to e-mail
Message Boards
Newsgroups
7
e-Commerce Processes
Bselect Software Gathers and
Analyzes the Behavior of
Website Visitors
8
e-Commerce Processes
Profiling and Personalizing
Be Free and Supergo Bike Shops:
Personalizing e-Commerce
• Use of Bselect Personalization
Application
• Profile Information Saved by Key
• Tracks Customers Anonymously
• Supergo Bike Used Bselect 1 Year
• Bselect Suggests Additional Sales
• Highly Successful Application
• E-Commerce Sales Grew from 33%9
to 60%
e-Commerce Processes
• Search Management
• Content and Catalog
Management
Cableton
Systems: e-Commerce
Configuration
• Network Equipment Maker with $3 Billion
in Sales
• e-Sales Configuration Workbench
• Guides Customer Through Complex
Purchase Processes
• 60% of Web Orders Used Configurator to
Reduce Errors Resulting in Huge Savings
10
e-Commerce Processes
Workflow Management
Microsoft Corporation:
e-Commerce Purchasing Processes
• MS Market – Internal e-Commerce
Purchasing System
• Reduced Personnel Used for
Purchasing Without Paperwork
• High-Volume Low-Dollar Purchases
Make Up 70% of Volume but Only
3% of Microsoft’s Accounts Payable
• Very Successful Implementation
11
e-Commerce Processes
Microsoft Corporation:
e-Commerce Purchasing Processes
Workflow Management of MS Market
1. Browse Suppliers
2. Find Products
3. Order Items
4. Confirm Order
Employee
Intranet
Procurement
Multisupplier
Catalog
Corporate
Catalog
Order Form
Availability
Order Entry
Catalog Content
And Workflow
Management
MS Market
Supplier n
Supplier 2
Supplier 1
5. Transmit Order
6. Process Order
Approval Workflow
Purchase Order
Workflow
Fulfillment
• Shipping
• Accounting
7. Order Completed • Messaging
12
e-Commerce Processes
Collaboration and Trading
Online Communities of
Interest
B2B e-Commerce Web
Portals
Dependence on InternetBased Trading Platforms
13
Electronic Payment
Processes
Electronic Payment Processes
Web Payment Processes
Electronic Funds Transfer (EFT)
Secure Electronic Payments
• Encrypt the Data Customer to Merchant
• Encrypt the Data Passing Between
Customer and Credit Authorizer
• Take Sensitive Information Offline
14
Electronic Payment
Processes
Customer
Merchant
Request
Client
Browser
•Verify Merchant
•Receive Order Info
•Receive Payment Info
•Confirm Order
Merchant’s
Web Server
Payment
Server
•Verify Customer
•Review Payment Info
•Authorize or Deny Payment
Online Third-Party
Computers with
Links to Multiple
Payment Systems
Credit Cards Bank Accounts Online Buying e-Bill Payment Electronic Cash
VISA
Debit Cards
Payflow Pro
CheckFree
BillPoint
MasterCard Online Banking 1 ClickCharge Paytrust
PayPal
15
Electronic Payment
Processes
Verisign Provides Security Plus…
16
e-Commerce Trends
B2C and B2B Growth to
e-Business Empowerment
High
Short-Term Strategies
Long-Term Strategies
Self-Service
Web Stores
Integrated
Web Store
Business
Value
Supply
Chain
Management
Customer
Relationship
Management
Interactive
Marketing
B2B
Portal
Extranets
And Exchanges
Web Storefront
& e-Catalog
Procurement
Automation
B2C
Customer
Self-Service
B2B
Short-Term Projects
Low
e-Business
Empowerment
B2C
Portal
Operations Automation
Time to Implement
High
17
B2C e-Commerce
Creating B2C e-Commerce
• Offer Attractive Products or
Services
• Attractive Prices
• Great Consumer Value
• Realistic Forecasts of
Profitability
• Breakdown of Old Barriers of
Time, Distance, and Form
18
B2C e-Commerce
Top Retail Web Sites
• Amazon.Com
www.amazon.com
• eBay
www.ebay.com
• Eddie Bauer
www.eddiebauer.com
• Land’s End
19
B2C e-Commerce
E-Commerce Success Factors
• Selection and Value
• Performance and Service
• Look and Feel
• Advertising and Incentives
• Personal Attention
• Community Relationships
• Security and Reliability
20
B2C e-Commerce
How Traditional and Web Marketing
Communications Differ in Supporting
the Buying Process…
Buying Process
Awareness
Consideration
Preference
Purchase
Loyalty
• Television Ads
Traditional
• General Interest
Market
Communications Magazines
• Television Ads
• General Interest
Magazines
• Niche Magazines
• Collateral
• Point-of-Sale
Promotions
• Direct Marketing
• Product
Experience
• Buyers Clubs
Web
• Buttons
Market
• Banners
Communications • Sponsorships
• Banners
• Microsites
• Brochureware
• Website
• Daily Specials
• Sweepstakes
• First-time Order
Incentives
• e-Mail Alerts
• Newsletters
21
B2C e-Commerce
Amazon.Com: Tops in B2C
Retailing
• One of the Biggest and Best
Virtual Retailers
• Finally Making Profits
• Quick Confirmation and Order
Processing
• Adding Goods and Services
• Wants to be a Next-Generation
22
B2C e-Commerce
Steps in the Development of
a Web Store
23
B2C e-Commerce
Example of Prodigy.Biz Site
24
B2C e-Commerce
NTT/Verio Inc.: Website
Management
• One of the World’s Leading
Web Hosting Companies
• Offers Complete Services to
Web Retailers
• Guarantees 99.9% Uptime
• 24x7 Server Monitoring and
Customer Support
25
B2B e-Commerce
• The Wholesale and Supply Side of
the Commercial Process
• Electronic Catalog Systems
• Electronic Trading Systems
• Electronic Data Interchange
• Electronic Funds Transfer
• Integrating Supply-Chain
Management with Customer
Relationship Management
26
B2B e-Commerce
Cisco Systems: B2B Marketplace
Success
• 70% of Product Sales Occur at Their
Website
• Wide Variety of Service Offerings in
the Purchase Process
• Regular Customers Linked to BackEnd Data Systems
• Strong Post-Sale Customer Support
• Highly Successful and Widely Used
Implementation
27
B2B e-Commerce
e-Commerce Marketplaces
–One-to-Many
–Many-to-One
–Some-to-Many
–Many-to-Some
–Many-to-Many
• e-Commerce Portals
• Exchanges
• Auctions
28
B2B e-Commerce
Example of a B2B Web Portal
INTERNET
BUYERS
INTERNET
AUCTION
SELLERS
INTERNET
REVERSE AUCTION
1
B2B WEB PORTAL
2
CONTENT MANAGER
SERVER
3
MARKET GENERATOR
SERVER
4
POST-TRADE MARKET
HISTORY SERVER
LIVE MARKET
SERVER
29
B2B e-Commerce
ChemConnect and Heritage
Services: Public and Private B2B
Exchanges
• Public B2B Exchanges
• ChemConnect – A Chemical
Exchange Online Auction
• Much Quicker than any Other Method
• Private B2B Exchanges
• Heritage Built Private Exchange in
their Own Web Portal
• Private Exchanges Offer More
30
B2B e-Commerce
Electronic Data Interchange
• EDI an Early Example of IT in eCommerce
• EDI Over the Internet Using
Secure VPNs is a Growing
Application
31
B2B e-Commerce
Alternatives and Benefit Tradeoffs
in Selecting an e-Commerce
System
Separation
•Greater
Focus
•More
Flexibility
•Access to
Venture
Funding
Strategic
Spin-Off
Partnership
(Banesandnoble.com) (Rite Aid and
Drugstore.com)
Joint
Venture
In-House
Division
(KBtoys.com) (OfficeDepot.com)
Integration
•Established
Brand
•Shared
Information
•Purchasing
Leverage
•Distribution
Efficiencies
32
Clicks and Bricks in eCommerce
e-Commerce Integration
• E-Commerce a Part of the
Regular Business Plan
• Joint Ventures
• Strategic Partnerships
• Independent Spin-Offs
E-Commerce Channel Choices
33
Clicks and Bricks in eCommerce
E-Commerce Channel
Development Strategies
34
Clicks and Bricks in eCommerce
Citigroup: From Failure to Success in eCommerce Integration Strategies
• Launch of e-Citi in 1977
• Sought to Attract its Own Customers
Electronically Before Someone Else
Did
• Extremely High Costs and had
Numerous Problems and Failures
• Formed New Internet Operating Group
in 2000
• By 2001 Online Customers Were Up 35
80% and 100 Websites Trimmed to 38
Summary
• Electronic Commerce
• E-Commerce Issues
• B2C E-Commerce
• B2B E-Commerce
36
Sumber Materi PPT
•
O’Brien, James A. (2005). Introduction
to Information Systems (12th Edition).
McGraw – Hill. Bab 8. Official PPT.
37