ISYS8034– Digital Business And e-Commerce

Management

Introduction to digital
business and e-commerce
Session 1

D1787 – Dr. Sfenrianto, S.Kom., M.Kom.

 Learning outcomes
• Define the meaning and scope of digital
business and e-commerce and their different
elements
• Summarise the main reasons for adoption of
digital business and barriers that may restrict
adoption
• Outline the ongoing business challenges of
managing digital business in an organisation,
paticularly online start-up businesses
 Management issues
• How do we explain the scope and
implications of digital business to staff?
• What is the full range of benefits of
introducing
digital business and what are the risks?
• How do we evaluate our current digital
business capabilities?
Management issues
 Digital business innovation
and opportunity
• Since Google was launched in 1998 which
online start-ups have transformed the way we
work, live and play?
• How has Google innovated in search and its
business model?
• See Table 1.1 for some of the major
innovators.
 The impact of electronic commu-
nications on traditional businesses

• Since Google was launched in 1998 which

online start-ups have transformed the way we
work, live and play?
• How has Google innovated in search and its
business model?
• See Table 1.1 for some of the major
innovators.
 New communications approaches
and consumer behaviour
Inbound marketing
The consumer is proactive in actively seeking out
information for their needs, and interactions with
brands are attracted through content, search and
social media marketing.

Zero Moment of Truth (ZMOT, Figure 1.2)

A summary of today’s multichannel consumer
decision-making for product purchase where they
search, review ratings, styles, prices and comments
on social media before visiting a retailer.
 New communications approaches
and consumer behaviour (Continued)
Content marketing
The management of text, rich media, audio and video
content aimed at engaging customers and prospects to
meet business goals, published through print and digital
media including web and mobile platforms, which is
repurposed and syndicated to different forms of web
presence such as publisher sites, blogs, social media
and comparison sites.
Figure 1.2 Zero Moment of Truth
Source: Google, Lecinski (2012).
What is the difference between digital
business and e-commerce?
 Definitions

• Electronic commerce
All electronically mediated information
exchanges between an organisation and
its external stakeholders.
• Digital business
How businesses apply digital technology
and media to improve the competitiveness
of their organisation through optimising
internal processes with online and
traditional channels to market and supply.
Figure 1.8 Digital and offline communications techniques
Evolution of web technologies
 Summary and examples of transaction alternatives between businesses,
Figure 1.11
consumers and governmental organisations
Betfair mobile proposition and activation (www.betfair.com)
Figure 1.13 A simple stage model for buy-​side and sell-​side e-commerce
 Digital business opportunities

• Reach
– Over 1 billion users globally
– Connect to millions of products
• Richness
– Detailed product information on 20 billion+
pages indexed by Google. Blogs, videos, feeds…
– Personalised messages for users
• Affiliation
– Partnerships are key in the networked economy.
Thank You