Notes for ADM 4377 - Electronic Commerce.

Images borrowed from slides

Topic 1 - Introduction
Topic 2 - E-commerce Strategy Frameworks
Topic 3 - Web Usability Engineering
Topic 4 - Internet Security
Topic 5-6d - Security
Topic 7 - Web Services
Topic 8 - Web Services
Topic 9 - Web Analytics
Topic 10 - Mobile Commerce Adoption

Topic 1 - Introduction
note: just general trends, no stats/quantitative figures

E-Business - e-commerce + service/collaborating/e-learning/transaction processing

E-Commerce - marketing, buying, selling of products/services over computer networks
Transaction - block of info exchanged b/w merchant and customer via website
Types of E-Commerce - internet, extranet, intranet (access/security/payment difs w/ each)

Degree of Digitization - measured by product sold, process. and delivery agent

● brick-and-mortar (all physical)
● clicks-and-bricks (some e-commerce, primary physical)
● pure-play (all e-commerce)

B2C (chapter.indigo.ca), B2B (ChemConnect.com), C2C (eBay)

3 Cs of E-Commerce: content, community, commerce

7 Cs of E-Commerce: 3 Cs + connectivity, communication, collaboration, customization
Evolution of tech:
● UIs shifting from text>graphical>touch
● Input shifting from keyboard>mouse>fingers
● Device usage shifting form content creation>communication>content consumption

Macro Trends
● big demand for tech hardware/infrastucture (ex: broadband, 3G, voip)
● consumers now driving demand for tech
● IP traffic doubling every two years (driven by HD video and higher speed broadband)
● technology evolving faster than enterprise deploys new products
● BRIC gaining ground in # of internet users
● Huge year over year growth for categories of websites
● Unification of commerce + communication (3G, video, voip, social, cloud, mobile)
● Cloud + 24x7 connectivity = Unified Digital Locker
● Voip + Skype + Google Voice
● Online video growing like crazy (Netflix, Hulu, networks)
● Social Networking sites trend younger, passed email usage
● Mobile phone has bigger penetration rate than other tech, 58% of world pop
● shift from fixed to mobile telephones (3x more mobile subs)
● More mobile than desktop users in some countries
● mobile usage getting more engaged (not just voice usage)
● mobile advertising steady growth
Micro Trends
● Location Based Services, Branded Mobile Apps, Mobile Coupons, Mobile Notifications,
Mobile Shopping Comparision
● e-commerce penetration increasing
● online grocery making a come back
● ad dollars going to search/display/video ads
● more internet connected devices (gaming, mobile, ereading)
● personalization and targeting
● comparison shopping up

Hype Cycle of Emerging Technologies - cycle of maturity/adoption/business application of techs

- stages: technology trigger > peak of inflated expectations > trough of disillusionment > slope of
enlightenment > plateau of productivity

Topic 2 - E-commerce Strategy Frameworks

note: skip Value Web Model calculations, know basics and its applications

Business Strategy - approach to pricing, branding, logistics, info mgt in order to win over comp.
Goal of Strategy - achieve superior long-term return on investment
Business Model - how enterprise works, core logic of how firm created value for cust/owners,
the concept (opportunity/strategy), the capabilities (resources needed), and value prop
Business Models are great, in real world multiple models fit w/in strategy
Competitive Advantage - unique, hard to replicate advantage
● create new product, enhance product, differentiate product, lock in cust, lock in
suppliers, raiser barriers, establish alliances, reduce costs
● 7Ss: strategy, shared values, structure, staff, systems, style, skills
Resource-based View - capabilities/competencies that lead to sustainable CA
Value Chain - map activity systems that create value for cust/owners
Hypercompetition - 7Ss:
● superior stakeholder satisfaction, strategic soothsaying, positions for speed, positions
for surprise, shift rules of competition, signaling strategic intent, simultaneous/sequential
strategic thrusts
Porter’s Five Forces: threat of new entrants, threat of substitutes, barg power of buyers, barg
power of buyers, rivalry among existing competition
Porter: use 1 of 3 generic strategies -> cost leadership, differentiation, focused strategy

Resource Based View Framework

● Assets > Capabilities > Competencies > Competitive Advantage
● Core Competency is one that is central to strategy, distinctive competency is one that is
superior to competitors.
● Competencies become CA if provide value and not easily replicated
● Sustainable CA -> produce value, be rare, not easily imitated/substituted

PACE Framework
● Pressures: ext forces on position, competitiveness, operations (economy, polit, tech,
customer pref, compet)
● Actions: strategic approach org takes to industry pressures (prod strat, fin strat, sales.)
● Capabilities: process competencies req to execute strat (people, brand, positiong,
products, partners)
● Enablers: tech functionality (dev platform, network, partner integration, data cleansing)
● identify most impactful pressures + transform/act around them

Value Chain Model Framework

● activities that create/deliver/support company’s product
● Primary Activities: directly create value in product (logistics, ops, marketing, service)
● Support Activities: make primary activities possible/coordinated (infrastructure, HR, Tech
development, procurement)
● Non-monetary value creation: choices, customization, quality, faster delivery, extended
hours
● Analyze Activities: type? add value? ensure quality of other activities? substitute to
activity? what inputs used? expected output? vital? (outsource/delete/combine) how
does info flow? CA? activity fit org goal?

E-commerce Business Models

● efficiency, uniqueness, fit, profit boosters
Components Analysis Framework
● break down into Strategic Choices, Value Network, Create Value, Capture Value
● Horizontal Frame: primary components of BM - mission, target, value prop, resources,
key activities, cost/rev model, value chain
● Vertical Frame: underlying components of BM - market trends, regulation, tech

Value Web Model

● customer in centre, every dec eval’d on impact to cust value
● web of coordinating partnerships/alliances to cater to customer (customer/firm/
competition/service providers/suppliers/resellers/complementors/ authorities/affinity
groups)
● Solid lines = direct tangible exchange relationships
● Dotted lines = indirect or non-financial relationships
● Analyze/Define relative power
● Develop strategic focus based on market position/power shifts
● Power Grid: Opportunists provide critical value but weak position, Commodity Players
offer low value and low sustainability, Contenders have strong position but non-critical
value, and Power Players provide transactions that are valuable and sustainable

E-Business Model Schematics

● pictorial representation aiming to highlight BM’s important elements: major entities, flows
of product/info/$, revenues/benefits participants receive
● use to find: conflict, core competencies, position of players, infrastructure needed, who
owns customer relationship/data/transaction
● compatible atomic models create compelling value propositions (find synergies)
● 3 types: content provider, intermediary, direct to customer (plus many others..)
● combinations of models can work well, others conflict

Innovation/Hypercube
● 3 dimensions: core components, BM, stakeholders
● types of change: radical, architectural, modular, incremental (based on BM and core
components
● different result for: Provider, E-Commerce Company, Customer, Complementor
Invention: creation of new idea/process/artifact
Innovation: adoption of new practice

Valley of death - gap between invention and innovation (adoption)

Consumer behaviour model...

Rogers’ Innovation Diffusion Theory:

● relative advantage, compatibility, complexity, trialability, observability
● Innovators > Early Adopters > Early Majority > Late Majority > Laggards

Technology Acceptance Model (TAM)

● differentials b/w attitudes / intentions / behaviours
● Perceived Usefulness: degree to which individ believes a tech would enhance
performance of task it is used for
● Perceived Ease of Use: degree the use of tech would be free of cognitive effort
● PU and PEOU > attitude > Behavioural Intention > Use
● PU and PEOU affected by external factors

E-Commerce adoption factors:

● product offerings, info richness, usability, perceived quality of service, perceived trust

Topic 3 - Web Usability Engineering

note: no exclusions!

Service Quality Measurement: e-Service Quality

● dimensions of service: reliability, responsiveness, access, flexibility, ease of navigation,
efficiency, trust, security/privacy, price knowledge, site aesthetics, customization
 ● expected service and perceived service > exceed/meet/not meet expectation

HCI - Human Computer Interaction - design/eval/implementation of interactive computing

systems for human use, more than usability, whole consumer experience

Usability Engineering - prod dev based on customer data/feedback, direct obsv/interaction.

Iterative design + eval throughout development cycle

Usability - extent a prod can be used by specific user to effectively/efficiently/satisfactory

achieve specific goal in a specific context.
● Quality of interaction b/w person+system
● easy to learn, efficient to use, easy to remember, error tolerant, subjectively
pleasing

Bad usability = frustrated users, task abandonment, low repeat use, higher support cost, lower
productivity

User Centered Design: consider user requirements from beginning, active involvement from
users, iteration of solutions that consider needs/wants/limits of end user

Users: task-oriented, impatient, reluctant to learn, scan not read, read ok

Users all differ: computer skills, computer/software, motor skills, vision

Prototype UIs: low-fi drafts, paper sketches, evaluate desings, by hand, interaction not color/
font,

Follow usability patterns/principles/guidelines/heuristics - Nielsen’s Heuristics:

● minimalist design, speak users language, minimize memory load, consistency,
feedback, clearly marked exists, shortcuts, good error messages. prevent errors, help/
documentation

Perform usability testing:

● heuristic evals - 3.5 inspectors, compare note, on prototypes/working design, outputs
list of guidelines that design violates, individual inspections (avoid bias), self guide or
scenario based (follow typical user task..), 0-4 (4 being bad) severity ratings based on
proportion of users who will experience prob and impact on user. Variation is Formative
Usb Eval: have user think aloud as they do task
● questionnaires - n=8-15, adjust questions for situation, give a task to do
● behavioural observations
● automatic eval tools - software to eval, summative wrt guidlines, objective measures,
supplemental,

Macro Categories of Website Design

● information Representation: layout, impressions, structure, consistency, graphics
 ● access, navigation, orientation: page cues, breadcrumbs, multi-modality, site maps,
search
● information architecture: logical organization, thematic subdivisions, reachability

Mobile Usability - fragmentation at both device and platform levels. Go either:

● compatible: test existing app/website on device platform and make minor tweaks
● optimized: create alt UI (some or all funct) for one or a few devices
● native: create new app/website intended for certain device platform

Mobile App types

● Productivity: complete tasks based on organization/manipulation of detailed data
● Utility: perform simple task with min user input
● Immersive: full screen visually rich environ, rich experience/media

Mobile challenges: small screens, awkward input, download delays, misdesigned sites

Aesthetic Integrity: appearance matches function, productivity keep decorative elements subtle,
immersive req beautiful appearance that encourages discovery

Metaphors: tapping controls, switches for on/off, strike thru for deleting
App Structure: productivity apps follow data hierarchy drill down into details, utility apps display
info in scannable summary
Standard Layouts: navigation at top and bottom for mobile

Context: based on user/environment/tech/task -> adoption/retention/loyalty/trust/satisfaction

● providing Context: mobile app provides info about surroundings based on location
● understanding context: location/medium/modal context when performing a task

Topic 4 - Internet Security

note: ignore stats/figures about security threats, general trends still important

Human error is #1 security threat!

Unintentional threats to info systems:

● Human errors, environmental hazards, computer system failures
International:
● Theft of data, inappropriate use of data, theft of computer time, theft of equipent

BRIC has lots of zombie hotspots in it.

Simple passwords are not safe enough

Phishing is huge and very organized, one org Avalanche behind 66% of all attacks

Attacks on web applications and end-user’s computers are way up from past, and rising.

Cross-site scripting and information leakage at top two vulnerabilities, followed by content
spoofing. IT, retail, and education most vulnerable.

Causes of network security vulnerabilities: technology/configuration/policy/human error

ISO 17799 - security standard, contains number of control requirements

ISO 7498-2 - information processing systems: security architecture. Defines types of security
services: identification/authorization/confidentiality/integrity/non repudiation and different
security mechanisms: encryption, digital signatures, access controls.
ISO-7498-2 - achieve CIA: Confidentiality/integrity/availability and avoid DAD: destruction/
alternation/disclosure

Confidentiality: preventing unauthorized users reading info

Integrity: making sure things are as they should be (no unauth write access)
Accountability: identify users with audit trail of events
Availability: accessible on demand by auth user

Common attacks: DoS, hijack, spoofing, replay, social engineering, viruses/worms

Safeguards:
● authentication: verification of credentials for users/systems/processes
● authorization/access control: access control lists/role based ac
● confidentiality: cryptography alg / symmetric encryption + asymmetric encryption
● integrity: hash/digest + checksums to ensure data not tampered with
● availability: redundant design can increase service level
● trust: digitzal certificates/sigs, CAs establish trust relationships, pub key infra = PKI

Security Contexts: technical safeguards on hardware/software, data safeguards, human

safeguards on procedures/people <- balance between all 5 areas!!

Technical Controls: physical security, communications security, computer security

● Five layers in systems can have security at each: apps, services, OS, kernel, hw - if
attack gets to system layer below protection mechanisms, it can disable them
Formal Controls: formalizing roles/altering org hierarchy
● hiring/policies, amount spent on security proportional to criticality/cost of remedy/
likelihood of breach
Informal Controls: create/deliver a security awareness program
● security awareness, environment of common belief in security

SD3 - secure by design, secure by default, secure in deployment

Security vs Assurance: high level of assurance that security will work req minimal complexity

A1 = Verified Design -> -> D = minimal standard, DOS

Baseline Risk -> T x V x A = Rb

Residual Risk after Safeguards -> (T x V x A) / S = Rr
Multifactor Authentication:

Pw aging, One Time Passwords, OpenID, CallVerifID,

Discretionary Access Controls - Subject have correct Rights for Object?

Mandatory Access Controls - objects labelled and compartmented

Bell-La Padula Model - no read up, no write down (for confidentiality)

Biba Model - no write up, no read down (for integrity)
Clark-Wilson Model - data accessed indirectly through apps w predef capabilities

Hardware based credentials - time based (token devices) event based (security cards)
● hardware devices generate one time passwords for a twp factor authentication
● code is matched to code in backend, based on algorithm

Availability and Reliability

● high-availability computing: environment to recover from crash quickly, with redundant
hw/sw backups (load balancing, distrib requests across multiple servers, mirroring,
duplicating all procedures/transactions, clustering

Reliability of 90% -> 0.9, probability of failure = 1-0.9 = 0.1 -> 10%
Series Reliability: R = R1 x R2 x R3...
Parallel Reliability: R = Ra + (1-Ra)(Rb) or R = 1 - (1-Ra)^n if same reliability

Availability: MTBF / (MTBF + MTR)

● MTBF is mean time before failure and MTR is mean time to repair
● ex: = 500 / (500 + 1) = 0.998 -> 99.8% availability
● raise availability by: improve design, simplify system, improve production, QC, testing,
parallel systems, preventive maintenance

Topic 5-6d - Security

note: ignore stats/figures about security threats, general trends still important

Cryptography: method of managing secrets/hiding info to preserve confid, authenticate senders/

receivers, facility message integrity, and ensure sender cant deny transfer (non repud)

Components:
● text
● algorithm (cipher): procedure to encrypt/decrypt, substitutions/transformations
● key: variable that drives the algorithm

Cost-benefit essential to decide use of cryptography, cost of: system, processing, performance
hit VS value: privacy, image, regulatations

Substitution: one character replaced by another

Transposition: order is changed (destroy letter pairs, not good for long msg, use w subs)
Diffusion: change order of characters plus another function
Confusion: complex transpositions/substitutions

Vigenere -> substitution with the vegenere table and a keyword, repeat keyword and match
letters of plaintext and keyword in the table to produce cipher

Symmetric Secret Key Encryption: must give key to receiver so that can decode.. easy to use,
efficient, but key must be transmitted and a key is needed for every set of communicators, no
authentication

Public Key Cryptography (PKC): pair of keys, one priv other pub, owner keeps priv key, the
keys decrypt messages encrypted by the other one. Public key proves authentication. No need
to transmit private key. PKC takes significant processing power, public keys can be used by
anyone,

Cryptographic Hash Function - creates a message digest hash value, fixed size string.
it is a digital fingerprint of the larger document. Used for integrity checks and to provide
digital signatures. Receiver compares the message digest value with the one they compute
themselves. Methods: MD5 or SHA-1. One way process, no getting longer message back from
hash.

Pretty Good Privacy model for small community, X.509 for business. Certificate Authority (CA)
binds public keys to user identities in the PKI public key infrastructure.

Associate different trust levels with digital certificates.

TSL (formerly SSL) is transport layer security, link ensures all data passed between web server
and browser remains private. Need a digital certificate for SSL on a website.

Risk Analysis
● threats to: competitive advantage, legal, operational availability, market rep
● exposure levels: high (or complete loss), moderate, low
● probability: high (1+ w/in 1yr), medium (w/in 2-3yrs), low (not w/in 3yrs)

Exposure Factor (EF) - measure of effect of the threat

Single Loss Expectancy (SLE) - loss each time threat not countered, SLE = Asset Value x EF
Annual Rate of Occurrence (ARO) - freq of threat/ prob of impact
Annualized Loss Expectacy (ALE) - main cost-benefit tool, ALE = SLE x ARO

Firewalls - control traffic, rules, filtering, authentication/virus/intrustion detect, spam filt

● control services (bt, xmpp, etc), direction, user, behaviour (block websites, email)
● Types: packet-filtering (shallow), circuit-level gateway (medium), and application-level
gateways (deep packet inspection)
● block types of traffic (ftp), file types (vbs), browsers, content on emails, bandwidth
 prioritization (squeeze youtube),

Intrusion Detection Systems

● Network IDS (sniffs data on network, central console to identification) and Host-based
IDS (on computers, monitors files/processes)
● response can be active (close ports/terminate services) or passive (alterts)
● components: sensors, console, central engine
● Methods: Attack-signature-based - match network data against known patterns OR
Baseline - compare network data against established baselines

Intrusion Protection Systems

● extension of IDS, sit inline w traffic flows and prevent attacks in RT
● decodes protocols
● Content based IPS: inspects packets for signatures to detect/prevent known types of
worms/hacks
● Rate based IPS: prevent DoS attaches by monitoring/learning normal network
behaviours. Check connections per s, packets per connection, etc, watch for thresholds

Topic 7 - Web Services

note: none

Web 2.0 - collective intelligence, use data in new ways, UGC, lightweight programming, web
apps constantly updated, apps through browser, participation encouraged, social network
emphasis, sharing/collaboration, new BMs.

RIA are big in web 2.0!

Web Services: software interprets XML/scripts, useful for m2m communication, service
providers publish functionality, allow others ton consume web service -> evolution to object web
● (transport protocol) HTTP - standard transport method
● (messaging protocol) XML for data and presentation
● (description discovery) UDDI - universal description, discovery, and integration: registry
standard listing
● (description protocol) WSDL - web services description language: template for apps to
describe rules for interfacing/interacting <- the API
● SOAP - simple object access protocol: programmatic interface enabling apps to bind
together in m2m communication
Working across different hardware, operating systems, app languages, - loose coupling
StrikeIron/WebServiceX/Xignite - web service public marketplaces
Simplified mechanism to connect apps regardless of tech/device/location
Based on industry standard protocols with universal support
Leverages the internet for low cost communications
Loosely coupled
Supports multiple connectivity and info sharing scenarios
Self describing
Automated discovery

Mashups - web app combining data from other sources into one tool
● faster time to marketing when building new apps
● APIs, scraping
● Presentation mashups - presentation layer deals w/ UI on data
● Process mashups - typical in IT, inter-process communications/message cues, code int
● Data mashups - integrate files, databasesl external web services
● tools - dapper, Yahoo Pipes, Tarpipe
● web api - defined set of requests + definition of response messsages
● Mashups: apps, composite or not, using data from other things
● APIs: mechanism to talk to app, send messages b/w apps

Topic 8 - Web Services

note: none

Provider: who supplies the API,

Agents: supplies web service, sw/hw that sends/receives messages based on api
Requesters: entity taht wants to use api,

Cloud Computing - large pool of easily usable and accessible virtualized resources (hw, dev
platform, services), can be dynamically reconfigured to adjust for variable load and optimum
resource utilization. Typically pay per use with an SLA
● eliminates waste of have capacity above/at peak levels

SaaS - software as a service, complete apps for specific needs, focus on end user req
● on demand applications, a single instance services multiple users

PaaS - platform as a service, no need to manage OS, DBs, etc - APIs for higher level apps
● layer of software used for higher level apps, integrated OS/Middleware/Apps/Dev
Environment
● PaaS users use via API, platform scales itself to given level of service
IaaS - infrastructure as a service, no need to purchase or manage physical data centre equip
● basic storage/compute capabilities as services, hardware is pooled and made available
to handle workloads for apps and high-perf computing

Public clouds run by companies provide applications to consumers/business

Private clouds run for use of a single client, provide greater security, control, service quality
Hybrid clouds combine both pub/priv clouds, often use priv for storage, pub for app or to handle
workload spikes, the extra processing surges onto public cloud.

Stages of cloud adoption:

● visualization > cloud experimentation > cloud foundations > cloud exploitations > hyper
cloud

Topic 9 - Web Analytics

note: skip any slide beginning with Experiential Narrative and last few conclusion slides

Web Analytics - measurement, collection, analysis, and reporting of online visitor data to
understand/optimize performance of website
● how consumers behave when they visit page
● how long spend on a page?
● where stop scrolling?

Optimization of content, media, product, site navigation, design, search, checkout process
● statistically process user behaviour, identify flaws hindering sales
● Marketing, People, Revenue, and Site

Metrics: collection of measurements for info/insight into performance, used in absolute sense.
Aggregated, cleaned, reported

Analytics: interpretation of absolute/consolidated/composite metrics -> practice of using a

structured framework of analysis

Metrics = measure/report, Analytics = Analyze/Optimize

● analysis without action is just reporting, reporting is not forward looking, whereas
analytics usually is
● reporting produced by tools, analysis done by people
● right tool + right people + right processes
● #1 challenge is actually acting on findings!

Web Analytics > visibility, functionality, loyalty, economy

Measurement Strategy, Website Implementation, Report Configuration, Analysis/Optimization

 ● visitor segmentation/clustering, cross-sell/up-sell optimization, funnel analysis, a/
b testing, internal search optimization, SEO, homepage/landing page optimization,
marketing performance, performance dashboards

Metrics Framework
● determine sources/data types, their business value, map of KPI, how to collect/report/
analyze
● MTC metrics - measure to control: units sold, revenue, % completing sale
○ how much/many/often + positive trend when graphed?
● MTA metrics - measure to analyze: referring sites, # prior visits, exit pages
○ why/who/where/how many? helps understand trend in MTC
● Use MTA metrics for insight into MTC metrics, explain trends and guide improvements
● MTA metrics by: click paths, surveys, search term analysis, segment, a/b test
● Cost per acquisition: advertising&promo cost / # of sales
● Churn: customers lost / total cust base
● Stickiness factor: time taken viewing pages / # of unique visitors
● Relevance factor: # of pages by visit / # of avail pages
● Find metrics that are: actionable, common interpretation, accessible/credible data,
transparent

Collect metrics using page tags (javascript ala Google Analytics) and server logs (parse logs ala
web trends) or hybrid of both.. - less used, but big e-commerce sniffs network traffic for data

Cookies - store preferences, carts, tracking,

● 50% block 3rd party cookies, 5% block 1st part cookies

Google Analytics
CrazyEgg - heatmaps, click areas
ClickTale - heatmaps, link clicks, playbook video of user browsing
Kampyle - feedback analytics toosl

Dashboards - a UI with multiple information sources designed to be easy to read and

configurable, often part of an Executive Support System
● visual presentation of performance measures
● identify/isolate types of trends
● measure efficiencies
 ● generate/link to detailed reports
● align strategies + org goals
● faster than multiple reports
● instant visibility (visitors, where form, how many new, location)
● site usage, new vs returing visits, map overlay, traffic sources, visitors overview
● most popular content, browsers/OS, visitor click paths

Visitor Metics: vistors/visits/page views/avg page view per visit/avg time on site/ bounce/ %new
● bounce rate: visitor immediately leaves site (w/in specified amt of time) (only one page)
● 50% and up is worrying!
● exit rate: % of visitors that leave from a given page

Visitor Segmentation: location/network/parameters from cookies/technical profile/new+returning

Hits > page views > visits > unique visitors

Loyalty:
● % of high/medium/low frequency visitors
● % of high/medium/low time spent visitors
● % of high/medium/low recency visitors
○ recency: amt of time b/w return visits
● % of high/medium/low click-depth visits
● click-path reports, click overlays

Goal Related Metrics

● typically based on funnels -> ex: checkout process
● reverse goal path shows various paths users took
● assigned value on goals can help calculate ROI
Funnel
● Driving Points: sources of qualified traffic
● Funnel Points: pages aimed to influ towards obj
● Conversion Beacon: step in conversion process
● Points of resolution: pages that trigger user action
● Waypoints: all pages that contribute to conversion
 ● est process for utilizing data, identifying problems, recommending solutions
● Tie Control Metrics to org goals
● Focus on actionable data, avoid overload
● Prioritize initiatives
● Monetize impact of changes
● Get data in right people’s hands
● Pursue data integration via cross-functional teams
● Tie individual goals to improving metrics
● Start small, show success
● Don’t kill creativity
● Dedicate people to e-metrics

Topic 10 - Mobile Commerce Adoption

note: hh

Technology Acceptance Model - users familiar with internet already, they use phones already,
so perception is probably high..

Enterprise Mobility: degree to which org’s ops, employee tasks, info need are supported by
mobile info/comm technologies such as laptops/phones/wireless
● enabling geographic independence, accessibility of info, end user convenience, decision
speeds, integration of processes
● mobile DNA - devices more suited for data use, networks becoming ubiquitous and
faster, value added mobile apps emerging
● long-term strategic benefits of mobility: efficiencies, cost savings, new CA, core comps
Mobile Enterprise Model (MEM)
Mobility:
● Transient: basic support of employees as they move from loc to loc, tied to locs tho
● Mobile: higher degree of indep, indep from loc for periods of time, inevitably return to
office for certain functions
● Remote: completely indep of location, capable of never being in office

Process:
● Automation: efficiency gains in existing processes transferred to mobile
● Information: degree of effectiveness/knowledge gain from mobile
● Transformation: nature of work/role transformed by mobile medium

Market:
● Mobile channel access: new channel, similar services
● Mobile Service Value: wireless adds value to offering, specific areas product enhanced
● Mobile Service Creation: wireless medium created new products/offerings

Phase I - mobile employees linkage: entry level, link data to wireless access
Phase II - mobile employee empowerment: mobile drives work patterns + effectiveness
Phase III - mobile enterprise creation: truly mobile employees/services, no geo constraints, new
products