Εθνικό Μετσόβιο Πολυτεχνείο
Μεταπτυχιακό Τμήματος ΗΜ & ΜΥ
(Άνοιξη - 2014)
Δίκτυα Προστιθέμενης Αξίας EDI και
Εφαρμογές Ηλεκτρονικού Εμπορίου
Εισαγωγή στο Ηλεκτρονικό Εμπόριο /
Επιχειρείν
(Electronic Commerce / Business)
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 1
Περιεχόμενα Εισαγωγικού Μαθήματος
• ΕΙΣΑΓΩΓΗ – ΟΡΙΣΜΟΙ - ΠΑΡΑΔΕΙΓΜΑΤΑ
– Ηλεκτρονικό Εμπόριο (ΗΕ) – Θεματολογία
– Είδη ΗΕ – Παραδείγματα - Ιστορική Εξέλιξη ΗΕ
• ΚΙΝΗΤΡΑ - ΠΛΑΙΣΙΟ
– Πλαίσιο ΗΕ – Κίνητρα – Πλεονεκτήματα –
Μειονεκτήματα / Περιορισμοί
– Στοιχεία Αγοράς
– Επιχειρηματικά Μοντέλα Ηλεκτρονικού Εμπορίου
• ΤΕΧΝΟΛΟΓΙΚΗ ΥΠΟΔΟΜΗ – ΘΕΜΑΤΑ
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 2
Εισαγωγή στο Ηλεκτρονικό Εμπόριο
Ορισμοί – Μορφές - Παραδείγματα
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 3
ΕΙΣΑΓΩΓΗ: Τι είναι το Ηλεκτρονικό Εμπόριο?
• Electronic Commerce (E-Commerce) is the process of two or
more parties making business transactions via computer and
some type of network.
Internet.com - The Electronic Commerce Guide: Expert Advice.
Mecklermedia Corporation, 1998.
• The business practices and technologies known collectively as
Electronic Commerce (E-Commerce) include:
– Using E-mail for business communication
– Using Electronic Funds Transfer (EFT) with your bank, your
suppliers, and your clients
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 4
ΕΙΣΑΓΩΓΗ: Τι είναι το Ηλεκτρονικό Εμπόριο
– Establishing a Website to market your products or services
– Implementing an Internet-based retail business
– Implementing Electronic Data Interchange (EDI) with your suppliers and
clients
– Integrating EDI with your in-house financial systems
– Implementing Technical Data Interchange (TDI) to exchange engineering
drawings
– Implementing compatible E-Commerce practices throughout your
acquisition to distribution supply network
– Creating a "virtual enterprise" that fully integrates the design,
manufacturing, finance, inventory control, distribution and maintenance
systems in your business
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 5
ΕΙΣΑΓΩΓΗ: Τι είναι το Ηλεκτρονικό Εμπόριο
• Ορισμός από το ΣΕΠΕ
– Το Ηλεκτρονικό Εμπόριο είναι μια νέα επιχειρηματική
πρακτική. Σύγχρονες τεχνολογίες και μέθοδοι
συνδυάζονται προκειμένου οι επιχειρήσεις να
αυξήσουν την αξία τους να ελαχιστοποιήσουν τα κόστη
τους και να μεγιστοποιηθεί η δυνατότητα προσέγγισης
όσο το δυνατό περισσότερων πελατών.
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 6
ΕΙΣΑΓΩΓΗ: Τι είναι το Ηλεκτρονικό Εμπόριο
(Ηλεκτρονικό Επιχειρείν) ?
E-COMMERCE και E-BUSINESS ταύτιση (???)
– Carrying out business activities that lead to an
exchange of value across telecommunications networks
E-COMMERCE και E-BUSINESS με διαφορές (???)
• E-COMMERCE: Digitally enabled commercial transactions between
and among organizations and individuals
• E-BUSINESS: Digitally enabled transactions and processes within a
firm involving information systems of the firm
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 7
Διαφορές μεταξύ E-BUSINESS και E-COMMERCE
e-business
συστήματα
e-commerce
συστήματα
Τεχνολογική
Υποδομή
ΠΡΟΜΗΘΕΥΤΕΣ
Ε.Μ.Π.
ΟΡΓΑΝΙΣΜΟΣ
Ι. Βασιλείου --- Electronic Commerce
The Internet
ΠΕΛΑΤΕΣ
Εισαγωγή --- 8
ΕΙΣΑΓΩΓΗ: Διαφορετικές Οπτικές Θεωρήσεις
• Electronic Commerce is defined from these perspectives
– Communications (delivery over computer networks or other
electronic means)
– Business process (technology to automate business
transactions and workflow)
– Service (tool to cut service costs while increasing quality and
speed of delivery)
– Online (buy and sell online – over the Internet)
– Collaborations (facilitator for organizational collaboration)
– Community (gathering place for community members to learn,
transact and collaborate)
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 9
ΕΙΣΑΓΩΓΗ: Επιστημονικές Θεωρήσεις
•
•
•
•
•
•
•
•
Computer sciences and Telecommunications
Management information systems
Consumer behavior and psychology
Marketing
Finance
Economics
Accounting and auditing
Business law and ethics
• …
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 10
ΣΥΝΟΨΗ Ύλης Μαθήματος
Το μάθημα εξετάζει:
• το θέμα του Ηλεκτρονικού Εμπορίου / Ηλεκτρονικού Επιχειρείν
και των Δικτύων Προστιθέμενης Αξίας Electronic Data
Interchange (EDI) σε συνδυασμό με το Internet. (Ιστορική
Αναδρομή και Περιγραφή του Ηλεκτρονικού Εμπορίου - H
Μετάβαση
από το καθιερωμένο EDI στο Ηλεκτρονικό
Εμπόριο)
• τις καθιερωμένες μορφές Ηλεκτρονικού Εμπορίου για τις οποίες
παρουσιάζονται παραδείγματα σε διεθνή περιβάλλοντα και στο
εθνικό περιβάλλον
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 11
ΣΥΝΟΨΗ (2)
• τα θέματα ασφάλειας και προστασίας των πληροφοριών
(μηχανισμοί πρόσβασης και πιστοποίησης, ακεραιότητα και
αυθεντικότητα συναλλαγών) Συγκεκριμένα, Ασφάλεια
Ηλεκτρονικού Εμπορίου
–
–
–
–
Θέματα Authentication-Authorization
Η χρήση του SET στο Ηλεκτρονικό Εμπόριο
Αρχές Πιστοποίησης και Πιστοποιητικά
Τρόποι Προστασίας των Δεδομένων και της Ταυτότητας του Αποστολέα
• Νομοθεσία και Ηλεκτρονικό Εμπόριο
– Νομικό - Κανονιστικό Πλαίσιο, Διεθνής και Ελληνική Εμπειρία
• Εφαρμογές Ηλεκτρονικού Εμπορίου σε σημαντικούς χώρους (π.χ.
Υγεία, Τράπεζες)
• Ένα Επιχειρηματικό Μοντέλο που αφορά ολοκληρωμένο
παράδειγμα Ηλεκτρονικού Εμπορίου
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 12
ΣΥΝΟΨΗ (3)
• τη συμβολή των νέων τεχνολογιών στο Ηλεκτρονικό Εμπόριο (XML, Java,
etc.) και του Open source λογισμικού για EC/EB (OpenOffice.org,
GNUenterprise.org, κ.λ.π.), καθώς και τη συνεργασία των Grids / Cloud με
το Ηλεκτρονικό Εμπόριο
• τη συμβολή των Βάσεων Δεδομένων για εφαρμογές Ηλεκτρονικού
Εμπορίου (Web-based data bases, ηλεκτρονικά σημεία συναλλαγών,
διαλειτουργικότητα Βάσεων Δεδομένων, εφαρμογές τηλεσυνεργασίας κατανεμημένο workflow)
• τα Περιβάλλοντα Λογισμικού για Εφαρμογές Ηλεκτρονικού Εμπορίου
(αυτοματοποίηση συναλλαγών, πρότυπα λογισμικού) --- Αρχιτεκτονικές
Ενοποιημένου Λογισμικού (ολοκλήρωση τεχνολογιών)
• Εξελίξεις του Ηλεκτρονικού Εμπορίου
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 13
ΕΙΣΑΓΩΓΗ: Μορφές EC - Κλασσικές Ταξινομήσεις
• Business-to-Business (B2B)
– e-marketplace member
• Business-to-Individual / Consumer (B2C)
– Online booking & wireless communications, amazon.com
• Business-to-Employee (B2E)
– Online training & banking
• Business-to-Public Body (e.g., Government)
– e-government, Taxes, IKA
• Consumer-to Consumer (C2C)
– ebay.com
• P2P Peer to Peer
– gnutella
• M-Commerce
– Using Wireless digital devices for transaction on the Web
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 14
E-government
• Concepts for the application of information and
communication technologies in the field of public
administration, opening new access possibilities – like the
internet - for the co-operation of citizens and official
institutes. As a practical example we want to point out
“Finanz-Online“ from the Austrian Finance Ministry.
Today, this system provides professional representatives
(economical trustees, notaries, lawyers) electronic access to
their clients data. The medium-range objective is to open
this service to all citizens. Another example is the
possibility to carry out tax payments
Page 15
INVESTMENTS
CARDS
&
LOANS
DEPOSIT
S
&
E-BANKING
- Individual Customers Banking
Deposit Products
Investment
Products
Affluent Banking
“Piraeus VALUE”
Debit Cards
Credit Cards
Consumer Loans
Mortgage Loans
Structured
Products
Cards Operations
Fraud & Risk
EXPERIENCE
CUSTOMER
INTELLIGENCE &
INSURANCE
&
BANCASSURANCE
(Cards & Web Banking)
Life Insurance
General Insurance
Tailor-made offers
ERGO
ING
Lost Wallet
Protection
Customer Insights
Campaign
Management
Marketing
Automation
User Experience
Customer Loyalty
Voice of the
Customer
INTERACTIVE
MARKETING
SERVICES
CHANNELS
: eBusiness & Electronic Banking
Web Banking
Cards Online
Mobile Banking
ATM Network
Phone Banking
easypay kiosks
Debit Card
Card-not-present
Acquiring
easypay.gr
Virtual Prepaid
Card
SEPA Direct Debits
easypay mobile
Alerts
Air-time Top-Up
Instant Cash
Public Web Sites
Online Reputation
Management
Banner Campaign
Optimization
Search Engine
Marketing
winbank Direct
Social Media
THE SMARTPHONE-CENTRIC ACCOUNT
BILL PAYMENT
SCAN BILL &
PAY
CASH
WITHDRAWA
L
send
text
get send
text text
ALERT
BANKING
& TRADING
SMS
BANKING
LOAD
AIR-TIME
ONE-TIME
PASSWORD
get
text
touch
SMARTPHONE
ACCOU
NT
video
touch
touch
SEND
MONEY
HELP
DESK
talk
talk
PHONE
BANKING
tap
PAY@SHOP
(NFC)
video
LOCATE ATM
(AUGMENTED
REALITY)
ΕΙΣΑΓΩΓΗ: Συστατικά Ηλεκτρονικού Εμπορίου
Προμηθευτής Β
Προμηθευτής Α
Προμηθευτής Γ
Η επιχείρηση σας
Ανθρώπινο
Δυναμικό
Πελάτες
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 19
ΕΙΣΑΓΩΓΗ: Συστατικά Ηλεκτρονικού Εμπορίου
Προμηθευτής Β
Προμηθευτής Α
Προμηθευτής Γ
Η επιχείρηση σας
Internal Procurement
Β2E
Ανθρώπινο
Δυναμικό
Ε.Μ.Π.
Enterprise (Intranet) Portals
Ι. Βασιλείου --- Electronic Commerce
Πελάτες
Εισαγωγή --- 20
ΕΙΣΑΓΩΓΗ: Συστατικά Ηλεκτρονικού Εμπορίου
Προμηθευτής Β
Προμηθευτής Α
Προμηθευτής Γ
Η επιχείρηση σας
Β2C
Ανθρώπινο
Δυναμικό
Consumer (Internet) Portals
Πελάτες
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 21
ΕΙΣΑΓΩΓΗ: Συστατικά Ηλεκτρονικού Εμπορίου
Προμηθευτής Β
Προμηθευτής Α
Προμηθευτής Γ
Β2B
Β2B
Β2B
Procurement (Extranet) Portals
Η επιχείρηση σας
Ανθρώπινο
Δυναμικό
Πελάτες
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 22
ΕΙΣΑΓΩΓΗ: Στοιχεία Ολοκλήρωσης Ηλεκτρονικού Εμπορίου
Element
INTERNET
EXTRANET
INTRANET
E-Commerce
Type
Business-toConsumer
Business-toBusiness
Internal
Procurement
Access
Unrestricted
Restricted
Restricted
Security
Minimal
Firewalls &
Restricted
Access
Firewalls &
Restricted Access
Payment
Method
Credit Card
Predefined
Credit
Agreement
Within Business
Charges
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 23
ΠΑΡΑΔΕΙΓΜΑΤΑ:
Ενδεικτικά
• QANTAS Airways
– B2B, B2C, B2E - όλα
• amazon.com
– B2C
• Ηλεκτρονικές Αγορές (E-Marketplaces)
– yassas.com, cosmoone.gr, onianet.gr, …
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 24
ΠΑΡΑΔΕΙΓΜΑΤΑ:
QANTAS Airways
• Business-to-business (B2B)
– E-marketplace member
• Business-to-customer (B2C):
– Online booking & wireless
communications
• Business-to-employee (B2E):
– Online training & banking
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 25
ΠΑΡΑΔΕΙΓΜΑTA:
QANTAS Airways B2B
• Business-to-business (B2B)
– E-marketplace member: Joined Airnew Co.
(links major airlines with suppliers)
• Fuel
• Fuel services
• Light maintenance services
• Catering
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 26
ΠΑΡΑΔΕΙΓΜΑTA:
QANTAS Airways B2C and B2E
• Business-to-customer (B2C):
– Online booking
– Wireless communications
• Business-to-employee (B2E):
– Online training
– Online banking
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 27
ΠΑΡΑΔΕΙΓΜΑΤΑ: Γιατί το Β2C προσφέρει πλεονεκτήματα
Cost/
Sweate
r
Manufacturer
Manufacturer
Distributor
Retailer
Customer
$48.50
Retailer
Customer
$40.34
Customer
$20.45
Manufacturer
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 28
ΠΑΡΑΔΕΙΓΜΑΤΑ:
AMAZON.COM (Β2C)
• B2C business model where customers look for a:
–
–
–
–
Low price
Fast shipment
Good return policy
Helpful customer service
• Largest Bookstore in the world
• Offers millions of items
–
–
–
–
–
Books and music
DVDs and videos
Toys and video games
Electronics and software
Home improvement products
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 29
ΠΑΡΑΔΕΙΓΜΑΤΑ:
AMAZON.COM (Β2C)
• Started business in 1995
– Sales
•
•
•
•
1996 = $15.7 million (αλλά, $ 6.24 million losses!)
1999 – $1.6 billion (αλλά, big loans and losses) Share value $113
2001 = $1.8 billion (αλλά, $ 1.4 billion losses!!!) Share value $6
2002 = $ 4 billion (για πρώτη φορά, ΚΕΡΔΗ!) Share value $25
– Products
• 1999 = 5 million titles
• 2000 = 13 million books, music, DVD/video titles
• Auctions
– Hosts and operates auctions for individuals and small businesses
– zShops, Amazon marketplace, Amazon payment processing
• Provide the opportunity for small businesses to develop custom storefront
• Storefronts are supported by Amazon’s backend order fulfillment processing
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 30
ΠΑΡΑΔΕΙΓΜΑΤΑ:
AMAZON.COM (Β2C)
Features
– Easy browsing and
searching
– Useful product
information
– Reviews,
recommendations,
and personalization
Ε.Μ.Π.
• Broad selection and low
prices
• Secure payment system
(1-Click order
technology)
• Gifts department
• Online community
• Secured payments
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 31
ΠΑΡΑΔΕΙΓΜΑΤΑ:
AMAZON.COM (Β2C)
• Strategy for Profitability (after 2002)
– Cut Prices
– Offer free shipping
– Lower Costs of operation significantly (while leveraging
the investment Infrastructure created and consumer brands)
• Financial performance
– Overall losses rather than profits up to 2002
– Ability to move into new areas of business should move
them toward profitability, but makes money from books
– High level of customer service and customer loyalty
adds value
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 32
ΠΑΡΑΔΕΙΓΜΑΤΑ:
AMAZON.COM (Β2C)
• Diversification through business alliances
–
–
–
–
Ε.Μ.Π.
Online sale of cars - greenlight.com
Online health and beauty aids - drugstore.com
Wireless phones – multiple business partners
Toys - ToysrUs.com
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 33
ΠΑΡΑΔΕΙΓΜΑΤΑ:
AMAZON.COM (Β2C)
• Customer relationship management
– Creates interesting and informative front-end
– Highly automated and efficient back-end support
– Personalized service
• Return customers are welcomed back by name
• Customer wish lists available
• E-mails customers purchase recommendations based on
their purchasing history
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 34
ΠΑΡΑΔΕΙΓΜΑΤΑ:
Αγορά του Β2C - Μερικά χαρακτηριστικά Επιτυχίας
• Characteristics of goods leading to high online
sales volumes
–
–
–
–
Ε.Μ.Π.
Brand recognition and guarantees
Digitized products
Frequently purchased, inexpensive items
Well-known items with standard specifications
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 35
ΠΑΡΑΔΕΙΓΜΑΤΑ: Ηλεκτρονική Αγορά
(Electronic Marketplace)
• Marketplace: 3 main objectives
– Match buyers and sellers
– Facilitate exchange of information, goods,
services, payments (transactions)
– Provide institutional infrastructure enabling
efficient functioning of the market
• EC in the marketplace
– Increased efficiencies
– Decreased cost of executing business functions
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 36
ΠΑΡΑΔΕΙΓΜΑΤΑ: Marketplaces --- Ηλεκτρονικές Αγορές
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 37
ΠΑΡΑΔΕΙΓΜΑΤΑ: ΗΛΕΚΤΡΟΝΙΚΗ ΑΓΟΡΑ
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 38
Conceptual Architecture for Net Markets
• Qualify New Members
• Manage Member
Entitlements & Access Control
• Enroll and Register
• Specify or Locate Items
to Sell & Buy
• Browse Market
• Establish Price for Goods
and Services
• Establish Transaction
Terms &Conditions
Net
Market
•
•
•
•
•
•
Publish Supply & Demand
Connect Buyers To Sellers
Enable Price Discovery
Vet Buyers at Point of Sale
Commit Transactions
Finalize & Generate Order
•
•
•
•
•
Track & Manage Orders
Support Members
Report Market Metrics
Enable Decision Support
Ensure Market Trust & Satisfaction
• Enable
Payment
• Manage
Credit & Risk
• Enable
Logistics
• Ship and Receive Goods
• Check Order Status
• Make & Receive Payment
Net Market Maker
• Manage Content
• Provide Community Services
• Provide
Content
Members
• Access & Contribute Content
• Access Community Services
Value-Added Service Providers
39
Technology Map for Net Markets
Market Participants
Participant Info. Systems
Market Member
Access:
User & System
Proxies (Future)
Application
Service
Components
Administration
Platform
40
ΠΑΡΑΔΕΙΓΜΑΤΑ: : B2B Ολοκλήρωση
(από παρουσιάσεις της Microsoft)
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 41
ΠΑΡΑΔΕΙΓΜΑΤΑ: : B2B Ολοκλήρωση (από παρουσιάσεις της Microsoft)
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 42
ΠΑΡΑΔΕΙΓΜΑΤΑ: : B2B Ολοκλήρωση (από παρουσιάσεις της Microsoft)
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 43
ΕΙΣΑΓΩΓΗ: Ιστορική Εξέλιξη
• Προπομποί του E-Commerce
– Electronic Data Interchange (EDI)
• business-to-business e-commerce for the delivery of
structured business messages (since 1980)
• Standards:
–
–
–
–
–
ANSI X.12
EDIFACT (ISO)
UN / GTDI (United Nations for Tradacom - an EDI net)
SWIFT (propietary by 3600 financial institutions)
CALS (Department of Defense - USA)
– e-mail
• X.400 Standard
• cc:mail (de facto for business-to-business)
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 44
ΕΙΣΑΓΩΓΗ: Ιστορική Εξέλιξη
• EFT – Electronic Fund Transfer
– Automated Teller Machines (ATMs)
• widespread for information and cash delivery
– EPOS and EFTPOS
• electronic point-of-sale data used by retailers
• funds transfer methods supported (credit cards, digital money, etc.)
• VIDEOTEX
– Minitel in FRANCE, BTX in GERMANY, Kapatel in Greece
• Internet Commerce
– following major technological developments
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 45
Κίνητρα για Ηλεκτρονικό Εμπόριο
Χαρακτηριστικά και Μοντέλα
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 46
EC: ΟΙ 7 ΒΑΣΙΚΕΣ ΧΑΡΑΚΤΗΡΙΣΤΙΚΕΣ ΙΔΙΟΤΗΤΕΣ
•
•
•
•
•
Ubiquity – Internet / Web Technology is everywhere!
Global Reach – The Technology reaches everywhere
Universal Standards – Internet Standards
Richness – Video, Audio, Text Messages
Interactivity – The Technology works through interaction with the
User
• Information Density – Reduction of information costs while quality
is increased
• Personalization / Customization – The Technology allows
personalized messages delivered to individuals / groups
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 47
Τι περιμένουν να κερδίσουν οι ΕΤΑΙΡΕΙΕΣ από το
Ηλεκτρονικό Εμπόριο?
•
•
•
•
•
•
Streamlining Procurement Processes
Decrease costs
Decrease length of production cycles
Achieve closer customer - vendor relationship
Enhance Competitiveness and Economic Growth
Enable Enterprises to Conduct Business with distant
partners - Expand Marketplace
• Empower Small Businesses
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 48
Κίνητρα για Ηλεκτρονικό Εμπόριο
• DRIVERS for the Uptake of E-Commerce
– Time-to-market
• fast supply-chain
– Customer Relationships
• loyal, happy customers
– Reduced Costs
• no storage, no intermediaries
– Access to the Global Market
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 49
Στοιχεία κλειδιά για το EC
 Ασφαλείς πληρωμές
 Προστασία
Αντιγράφων
 Πολυγλωσσισμός
 Εκπαίδευση
 Διαλειτουργικότητα/
Διασυνδεσιμότητα
 Νομικό και
Οικονομικό Πλαίσιο
 Πληροφόρηση/καλή
πρακτική
• Ψηφιακές Υπογραφές
• Πιστοποιητικά
(Certificates)
• Τήρηση Απορρήτου
• Ασφάλεια Δεδομένων
• Προμήθεια
• Εμπορικές Υπηρεσίες
• Τυποποίηση
• Ιδιοκτησία
(Ownership)
Περιορισμοί Ηλεκτρονικού Εμπορίου
• NON-TECHNICAL - Critical Factors for Success
– Security and Privacy concerns
– Acceptance of new payment methods (TRUST)
– Cost to business and consumers – small numbers of buyers and
sellers
– Lack of mature methodology and measuring the benefits
– Legal and regulatory issues
• IPR, consumer protection, security regulation, content regulation, crossborder regulation, etc)
– Linguistic and cultural issues
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 51
Περιορισμοί Ηλεκτρονικού Εμπορίου
• TECHNICAL - Critical Factors for Success
– Lack of “sufficient” Security mechanisms
• Encryption and other security technologies (firewalls, smart cards, protocols,
etc.)
– Lack of universally accepted standards for quality, reliability
– Availability of infrastructure and bandwidth
– Difficulties in integrating the Internet and EC software to some existing
(especially legacy) applications and databases
– Special WEB servers (additional to Network servers) are needed – some are
STATELESS (have no memory) and NON-DYNAMIC
– Internet accessibility
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 52
Η Εμπλοκή στο Ηλεκτρονικό Εμπόριο είναι
Δύσκολη και έχει μεγάλο Κόστος
– positioning for e-commerce
• implementing an Intranet (internal communications for a good
infrastructure)
• links with new suppliers
• adapting the legacy systems to a new e-commerce oriented
environment
– re-engineering the business
• adapt organization processes for an e-commerce environment
(e.g., changing or even deleting them)
– re-defining the business
• outsourcing (even core activities!)
• virtual companies
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 53
ΣΤΑΔΙΑ ΠΡΟΣΑΡΜΟΓΗΣ στο e-commerce
Access
Publish
maintains a
e-mail, and
may support a multi-page Web
site.
simple home
page.
e-mail,
one-way
communication
or publishing of
business
information.
... 2002
Integrate Integrate
Adapt
Transact Internally Externally Dynamically
enables
clients to
execute
one-way or
two-way
transactions
against core
business
systems.
improves
further
uses fully
business
improvement integrated IT
performance
by
infrastructure
by
integrating to effectively
integrating
business
respond to
core
processes
business
business
and
needs and
processes
information
dynamic
and info
assets
changes.
assets
across
within the
enterprises.
enterprise.
2000- 2005
2003 ...
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 54
ΣΤΑΔΙΑ ΠΡΟΣΑΡΜΟΓΗΣ στο e-commerce
Access
Publish
Integrate
Transact Internally
Integrate
Adapt
Externally Dynamically
Very
Large
>5000
Large
1000
Medium
100
Small
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 55
Ένα Διάλλειμα στην Ανάπτυξη του Ηλεκτρονικού Εμπορίου
• Η κατάρρευση των dot.com – από το 1999
– Μόνο το 10% των dot.com εταιρειών του 1999 (ήταν περίπου
12.500) υπάρχουν σήμερα!
– Χρηματιστηριακές Φούσκες (διεθνώς)
• Αισιοδοξία πάλι μετά το 2001-2002, με κέρδη των
εταιρειών Internet
• E-commerce είναι πολύ περισσότερο από αποτυχίες των
dot.com – είναι βασικά ο τρόπος με τον οποίο οι
σύγχρονες επιχειρήσεις και οργανισμοί ΛΕΙΤΟΥΡΓΟΥΝ
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 57
To NEO (?) Ηλεκτρονικό Εμπόριο
• Από ΤΕΧΝΟΛΟΓΙΚΗ ΕΠΙΤΥΧΙΑ σε
ΕΠΙΧΕΙΡΗΜΑΤΙΚΗ ΕΠΙΤΥΧΙΑ
• Από ENTERPRENEURIAL ΕΤΑΙΡΕΙΕΣ σε
ΜΕΓΑΛΕΣ ΚΛΑΣΣΙΚΕΣ ΕΤΑΙΡΕΙΕΣ
• Σταθερότερο και αυστηρότερο Νομικό /
Θεσμικό Πλαίσιο
• Νέες Αγορές που δεν είναι «περιορισμένες»
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 58
The Second Wave of Electronic Commerce
• Defining characteristics of the first wave:
– Dominant influence of U.S. businesses
– Extensive use of the English language
– Many new companies started with outside investor
money
– Unstructured use of e-mail
– Over-reliance on advertising as a revenue source
EMΠ
60
The Second Wave of Electronic Commerce (continued)
• Second wave:
– Global enterprises in many countries are
participating in electronic commerce
– Established companies fund electronic
commerce initiatives with their own capital
– Customized e-mail strategies are now integral
to customer contact
ΕΜΠ
61
Business Models, Revenue Models, and Business Processes
• Business model
– A set of processes that combine to yield a profit
• Revenue model
– A specific collection of business processes used
to:
• Identify customers
• Market to those customers
• Generate sales to those customers
ΕΜΠ
62
Role of Merchandising
• Merchandising
– Combination of store design, layout, and
product display knowledge
ΕΜΠ
63
Product/Process Suitability to Electronic Commerce
• Commodity item
– Hard to distinguish from the same products or
services provided by other sellers
– Features have become standardized and well
known
ΕΜΠ
64
Product/Process Suitability to Electronic Commerce
(continued)
• Shipping profile
– Collection of attributes that affect how easily a
product can be packaged and delivered
• High value-to-weight ratio
– Can make overall shipping cost a small fraction
of the selling price
ΕΜΠ
65
Advantages of Electronic Commerce
• Electronic commerce can increase sales and
decrease costs
• If advertising is done well on the Web, it can
get a firm’s promotional message out to
potential customers in every country
• Using e-commerce sales support and ordertaking processes, a business can:
– Reduce costs of handling sales inquiries
– Provide price quotes
ΕΜΠ
66
Advantages of Electronic Commerce (continued)
• It increases purchasing opportunities for buyers
• Negotiating price and delivery terms is easier
• The following cost less to issue and arrive
securely and quickly:
– Electronic payments of tax refunds
– Public retirement
– Welfare support
ΕΜΠ
67
Disadvantages of Electronic Commerce
• Perishable grocery products are much
harder to sell online
• It is difficult to:
– Calculate return on investment
– Integrate existing databases and transactionprocessing software into software that enables
e-commerce
• Cultural and legal obstacles also exist
ΕΜΠ
68
Economic Forces and Electronic Commerce
• Economics
– Study of how people allocate scarce resources
• Two conditions of a market
– Potential sellers of a good come into contact
with potential buyers
– A medium of exchange is available
ΕΜΠ
69
Transaction Costs
• Transaction costs are the total costs that a buyer
and seller incur
• Significant components of transaction costs:
– Cost of information search and acquisition
– Investment of the seller in equipment or in the hiring of
skilled employees to supply products or services to the
buyer
ΕΜΠ
70
Using Electronic Commerce to Reduce Transaction Costs
• Businesses and individuals can use
electronic commerce to reduce transaction
costs by:
– Improving the flow of information
– Increasing coordination of actions
ΕΜΠ
71
Network Economic Structures
• Network economic structures
– Neither a market nor a hierarchy
– Companies coordinate their strategies, resources, and
skill sets by forming long-term, stable relationships
with other companies and individuals based on shared
purposes
• Strategic alliances (strategic partnerships)
– Relationships created within the network economic
structure
ΕΜΠ
72
Network Economic Structures (continued)
• Virtual companies
– Strategic alliances that occur between or among
companies operating on the Internet
• Strategic partners
– Entities that come together as a team for a
specific project or activity
ΕΜΠ
73
ΕΜΠ
77
ΕΜΠ
79
SWOT Analysis: Evaluating Business Unit Opportunities
• In SWOT analysis:
– An analyst first looks into the business unit to
identify its strengths and weaknesses
– The analyst then reviews the operating
environment and identifies opportunities and
threats
ΕΜΠ
81
ΕΜΠ
82
ΕΜΠ
83
International Nature of Electronic Commerce
• Companies with established reputations:
– Often create trust by ensuring that customers know who
they are
– Can rely on their established brand names to create trust
on the Web
• Customers’ inherent lack of trust in “strangers”
on the Web is logical and to be expected
ΕΜΠ
84
Language Issues
• To do business effectively in other cultures a business
must adapt to those cultures
• Researchers have found that customers are more
likely to buy products and services from Web sites in
their own language
• Localization
– Translation that considers multiple elements of the local
environment
ΕΜΠ
85
Culture Issues
• An important element of business trust is anticipating
how the other party to a transaction will act in
specific circumstances
• Culture:
– Combination of language and customs
– Varies across national boundaries
– Varies across regions within nations
ΕΜΠ
86
ΕΜΠ
87
Επιχειρηματικά Μοντέλα (Business Models)
• Many EC Business Models today are
– An online version of traditional models
– An extension of physical businesses that are
able to reduce cost and improve customer
satisfaction
– They follow a vertical and rigid supply chain
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 88
BUSINESS MODELS -- Emerging
• Virtual Communities / Companies and markets
– a consortium of companies build on each others’
businesses to exploit opportunities
• Open buyer centric markets
– comparison shopping
• Coalition and outsourcing
– e.g. in REAL ESTATE: brokers, banks, escrow
(εγγυητές) , lawyers (for title inspection)
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 89
INTERNET BUSINESS MODELS
• VIRTUAL STOREFRONT – E-TAILER - ONLINE DIRECT
MARKETING: sells goods, services on-line (amazon, Virtual Vineyards, ..)
• PORTALS: collects catalogues characterizing a huge amount of information
(large number of hyperlinks as entrance to the WWW – vertical and horizontal
portals) yahoo.com, AOL.com, MSN.com, in.gr, …
• VORTALS: vertical / specialized portals sailnet.com
• MARKETPLACE CONCENTRATOR: concentrates information from
several providers InsureMarket, DealerNet, etc.)
• INFORMATION BROKER / TRUST BROKER: provides product, pricing,
availability information Auto-by-Tel, PartNet, etc)
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 90
INTERNET BUSINESS MODELS
• TRANSACTION BROKER: buyers view rates, terms from various
sources (E-Trade, Ameritrade, hotels.com, expedia.com, …)
• ELECTRONIC CLEARINGHOUSE: auction-like setting, products,
prices, change in response to demand (bid.com, OnSale.com, eBay, etc.)
• REVERSE AUCTION –ELECTRONIC TENDERING SYSTEMS:
buyer sets price, submits to multiple sellers (gxs.com)
• NAME YOUR OWN PRICE – buyer sets the price he wants to pay
and the model matches the request with a supplier (priceline.com)
• FIND THE BEST PRICE: buyer specifies a need – an intermediary
locates the best price (hotwire.com, eloan.com)
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 91
INTERNET BUSINESS MODELS
• DIGITAL PRODUCT DELIVERY: sell, download software, other
digital products (dell.com, SonicNet, Build-a-Card, etc.)
• CONTENT PROVIDER: creates revenue through providing client
for a fee, and advertising (Tripod, Wall Street Journal, cnn.com etc.)
• ON-LINE SERVICE PROVIDER: provides service, support for
hardware, software products (lawinfo.com, CyberMedia, Tune Up,
mybconsulting.com, etc.)
• COMMUNITY PROVIDER: sites for individuals to come together
(about.com, oxygen.com, epinions.com, …)
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 92
Travel portals
The wide field of leisure plays a very important
role in our society, the demand for travelling is
accordingly high. By now, not only the big travel
agencies offer their services online, even quite
small companies enable online booking. Some
travels can only be booked through the internet:
• See also
http://www.ryanair.com
Page 93
Τέσσερις Τρόποι για Κέρδη από τις Εταιρείες Internet
• ΔΙΑΦΗΜΙΣΗ
– yahoo.com
• ΣΥΝΔΡΟΜΗ
– WSJ.com, sportsline.com
• ΠΟΣΟΣΤΟ ΔΟΣΟΛΗΨΙΑΣ
– ebay.com, e-trade.com
• ΠΩΛΗΣΕΙΣ
– amazon.com, gap.com, sears.com, …
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 94
Link collection (a-e)
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
http://www.amazon.de/
http://www.anna.at/
http://www.bezahlen.at
http://www.bibit.com
http://www.career.at
http://www.cisco.com/
http://www.cybercash.com/
http://www.easyshop.de/
http://www.ec3.at/
http://www.ecaustria.at/
http://www.eduscho.at
http://www.elda.at
http://www.emb.ch/
http://www.electronic-commerce.org/
http://www.eurosign.com/
Page 95
Link collection (f-z)
•
•
•
•
•
•
•
•
•
•
•
•
http://www.fleurop.com/
http://www.geizhals.at/
http://www.guetezeichen.at/
http://www.help.gv.at/
http://www.jobboerse.de/
http://www.paysafecard.com/at/de/
http://www.redzac.at
http://www.ryanair.com/
http://www.sagekhk.de
http://www.schatzkiste.at/
http://www.wien.gv.at/amtshelfer
http://www.wienerzeitung.at/aktuell/2001/onlineshopping/links.htm
Page 96
ΤΕΧΝΟΛΟΓΙΚΕΣ ΥΠΟΔΟΜΕΣ
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 97
ΕΝΑ ΠΛΑΙΣΙΟ ΗΛΕΚΤΡΟΝΙΚΟΥ ΕΜΠΟΡΙΟΥ (Turban and King)
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 98
ENABLING TECHNOLOGIES
• NETWORKING TECHNOLOGIES
– high performance, interoperability, protocols, support for
interactivity - interoperability, teleconferencing, etc.
Two main methods used for transferring e-commerce
data:
– VAN (Value Added Networks)
– Internet
• The WWW
– hypertext, markup languages (SGML, HTML, XML, …)
– Web servers , clients, browsers, search engines, intelligent
agents, chat, streaming media…
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 99
ENABLING TECHNOLOGIES
(2)
• IDENTIFICATION - ENCRYPTION
– privacy, security, trust, encryption, e-signatures, smartcards, ….
• PAYMENT SYSTEMS
– Online payment (digital cash, credit accounts, digital wallets, credit cards,
e-check, ebpp, …)
• MULTIMEDIA
– vast amount of multimedia data, image exchange, compression, user
interfaces
• EDI --- BUSINESS MODELS
– (financial) data interchange, business processes, business re-engineering,
electronic money, regulation, etc.
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 100
ENABLING TECHNOLOGIES (3)
• SHARED DATABASES
– distributed - autonomous and heterogeneous information
sources, web databases, electronic catalogues, directories,
middleware, servers, etc.
• CO-OPERATIVE APPLICATIONS
– CSCW, collaborative work, interoperability, intelligent
agents, workflows, e-mail
• LEGAL and REGULATORY ISSUES
– Intellectual Property Rights (IPR), electronic copyright,
– Consumer Protection --- Linguistic and Cultural Issues
– Regulation for: Security, Content, Cross-Border
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 101
Data sources
• E-Commerce involves massive data transfer among systems.
• This data is stored, in an electronic form, in data sources.
• There are several ways to classify the different types of data sources
that might participate in the provision of data in E-Commerce:
– Structure of the information source:
• Fully structured data, e.g. databases
• Semi-structured data, e.g, HTML files, source code files
• Unstructured data, e.g. books in electronic form
– Basic operations provided for each source:
• Query facility:
fetch all items x where P(x)
• Similarity-based retrieval:
fetch items x that are similar to y
• Classification:
classify x near similar items
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 102
Structured data
• A database is a collection of data items, whose structure is
defined by a schema (e.g., a relational schema).
• A Database Management System (DBMS) is a generic
system, which supports the construction and access of a
database; in particular:
– sets up a scalable implementation
– provides a data model (e.g., a relational data model) for defining
the schema of a database
– provides a basic set of operations for accessing and updating the
database (e.g., relational algebra).
– offers a variety of other services, such as concurrency control and
error recovery.
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 103
Semi-structured data
• Here data have some structure, for example,
– HTML/DHTML/XML / RDF files -- consist of text interleaved
with HTML formatting commands
– Literature files -- have a syntax for references, but the “atoms” of
that syntax, such as paper titles, are text
– Source code files -- based on the syntax of some programming
language
– Electronic Data Interchange transmission -- based on standards.
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 104
Architecture for Data Integration
•
Applications:
– Inf. brokers
– Neg. brokers
•
Architecture:
– Controller
– WfMS
– CoopWARE
•
Infrastructure:
– EDI
– HTTP
– VAN
•
Data mgmt:
– DBMS
– HTML
– flat files
Ε.Μ.Π.
Communication:
TCP/IP
UNIX sockets
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 110
The E-Enterprise Framework
Customers
CRM
Human
Resources
Enterprise
Application
Integration
Portals
Vendors &
Partners
Customers
Financial
Enterprise
Resource
Planning
Inter-Enterprise
Transactions
Vendors &
Partners
Employees
Databases
Ε.Μ.Π.
Legacy
Applications
Mainframe
Ι. Βασιλείου --- Electronic Commerce
Marketplaces &
Exchanges
Εισαγωγή --- 111
ELECTRONIC COMMERCE SUPPORT SYSTEMS
• WEB HOSTING SERVICES: provides
large servers for Web sites of fee-paying
customer
• ELECTRONIC PAYMENT SYSTEM:
using Web for electronic funds transfers,
credit , smart & debit cards
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 112
Electronic Commerce Servers
• ICAT: on-line catalog shopping, order placement
(Icat)
• NET.COMMERCE: merchant server supporting
Secure Electronic Transactions protocol (IBM)
• MerchantXpert:: search tools, order management,
tax, payment, logistics modules (Netscape)
• Microsoft - Commerce Server 2000
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 113
Electronic Commerce Services
• OPEN MARKET TRANSACT: customer
authentication, order & payment processing, tax,
multi-language customer service (Open Market)
• INTERNET COMMERCE SERVER: integrates
orders, inventory, customer service, payments
(Oracle)
Ε.Μ.Π.
Ι. Βασιλείου --- Electronic Commerce
Εισαγωγή --- 114