To be discussed

• Net Neutrality
Why or Why not; Net Neutrality and Types of Net Neutrality
• Internet of Things and its Applications
• Convergence of Networks
• Web and its Management
• Brief introduction to e- Commerce Supply Chain including reverse
supply chain with case studies
Managing e-business
Infrastructure
There are three perspectives of managing the
e-business infrastructure:
• Hardware and system software infrastructure – Clients, Servers, network
services and also system software such as operating systems and browser
(Layers II, III and IV).

• Application infrastructure- Application software used to deliver the services

to employee, customers and other partners (Layer I).

• Management of data and content (Layer V).

Some of the issues:

• Layer II – System Software

• Standardization of System software.
• System software choices for client, server and network - Microsoft
Windows, or open source Linux
• Many servers in global organizations – both for Internet and Intranet.
• Standardized web-server software such as Apache will help maintenance.
• Layer III – Transport or Network
• Networking Software
• The network will be intranet and for external network either an extranet or
VPN or links to the public Internet.
• Outsourcing of network management is common.
• Layer IV – Storage
• Storage can be managed both internally or externally.
• Internally – For Internet and Extranet
• Externally – Corporate Website
Managing Internet service and hosting
providers
• ISP connection methods – Dial Up connection or Broadband

• The higher speed available through broadband together with a continuous

‘always on’ connection have already transformed use of Internet.

• Issues in management of ISP and hosting relationship

• The primary issue – Ensuring a satisfactory quality of service at reasonable
price.
• As the customer and partners become more dependent on the their web
services, it is important that the downtime is minimized.
• Speed of Access
• A site or a e-business service if it fails to deliver an acceptable
download speed for users.
• Speed of access to services is determined both by the server and the
speed of the network connection to the server.
• Speed of Access
• A site or a e-business service if it fails to deliver an acceptable
download speed for users.
• Speed of access to services is determined both by the server and the
speed of the network connection to the server.

• The speed of the site governs how fast the response is to a request
for information from the end user. This will be dependent on the
speed of the server machine on which the website is hosted and how
quickly the server processes the information.
• The speed of the server is mainly controlled by the amount of primary
storage (1024 Mb RAM is faster than the 512 Mb RAM ) and the
speed of the magnetic storage (hard disk).

• Companies will pay ISPs according to the capabilities of the server.

• An important aspect of hosting selection is whether the server is
dedicated or shared (co-located)

• It affects performance and downtime.

• A dedicated server package can cost 5 to 10 times the amount of a

shared plan.
• For high traffic sites – How speed can be increased
• For high traffic sites – How speed can be increased

• Servers are located across several computers with many processors to

spread the demand load.

• New distributed methods of hosting content have been introduced to

improve the speed of serving web pages for very large corporate
sites.
Bandwidth
• The speed is also governed by the speed of the network connection,
commonly referred to as the network ‘bandwidth’.

• Bandwidth of a website’s connection to the Internet and the

bandwidth of the customer’s connection to the Internet will affect the
speed with which web pages and associated graphics load.

• Bandwidth gives an indication of the speed at which data can be

transferred from a web server along a particular medium such as a
network cable or phone line.
Availability
• The availability of website is an indication of how easy it is for a user
to connect to it.

• Cause of failure are: failure in server hardware, upgrade of software

Service-level agreement
• To check the best speed and availability a company should check the
service-level agreements (SLAs) carefully when outsourcing website
hosting service.

• It will define confirmed standards of availability and performance

measured in terms of the latency or delay when information is passed
from one point to the next.
• Security:

• It is another important issue in service quality.

Managing e-business application
infrastructure
• Management of the e-business application software infrastructure
concerns delivering the right application to all users of e-business services.

• IS manager concern, namely to deliver access to integrated applications

and data that are available across the whole company.

• Traditionally businesses have developed applications silos or island of

information.
• These silos may develops at three different levels: Technology, Applications
and Business Processes.
 (a) Fragmented applications infrastructure, (b) integrated applications
Figure 3.17
infrastructure
Source: Adapted from Hasselbring (2000)
• Often a result of decentralization or poorly controlled investment.

• Different managers selecting different systems from different

vendors.

• Costly to purchase. Costly to support and upgrade.

• Stifle decision making and leads to isolation between functional units.

• For example:

• If a customer phones a B2B company for the status of a bespoke item

they have ordered.

• If a company is trying to analyse the financial contribution of

customers (to calculate lifetime values)
 (a) Fragmented applications infrastructure, (b) integrated applications
Figure 3.17
infrastructure (Continued)
Source: Adapted from Hasselbring (2000)
Figure 3.18 Differing use of applications at levels of management within companies
Figure 3.19 Elements of e-business infrastructure that require management
IoT in Business
• IoT devices record and transfer data to monitor important processes.
• They tell organization's what’s really happening, rather than what they
assume or hope is happening.
• It’s fascinating to watch billions of devices talk to each other every day.
However, this amplification in connectivity brings innovation in the way we
relate and use these devices.
• And the reams of data they gather are grist to the mill for analytics and AI
systems, which can identify patterns of use or behavior that were
previously hidden.
• Hence, IT industry pioneers are executing new ideas of connecting things
and people to deliver new services to the market.
• Enhanced Asset Utilization
• IoT will improve tracking of assets (equipment, machinery, tools, etc.)
using sensors and connectivity, which helps organizations benefit
from real-time insights. Organizations could more easily locate issues
in the assets and run preventive maintenance to improve asset
utilization.
• Efficient Processes
• Being connected with a maximum number of devices to the internet,
IoT allow businesses to be smarter with real-time operational insights
while reducing operating costs. The data collected from logistics
network, factory floor, and supply chain will help reduce inventory,
time to market and downtime due to maintenance.
• Improved Safety and Security
• IoT services integrated with sensors and video cameras help monitor
workplace to ensure equipment safety and protect against physical
threats. The IoT connectivity coordinates multiple teams to resolve
issues promptly.
• Increase Productivity
• Productivity plays a key role in the profitability of any business. IoT
offers just-in-time training for employees, improve labor efficiency,
and reduce mismatch of skills while increasing organizational
productivity.
• Cost Saving
• The improved asset utilization, productivity, and process efficiencies
can save your expenditures. For example, predictive analytics and
real-time diagnostics drive down the maintenance costs.
• Increase Business Opportunities
• IoT opens the door for new business opportunities and helps
companies benefit from new revenue streams developed by
advanced business models and services.
• IoT-driven innovations build strong business cases, reduce time to
market and increase return on investments.
• IoT has the potential to transform the way consumers and businesses
approach the world by leveraging the scope of the IoT beyond
connectivity.
The IoT market
• The IoT market – which includes hardware, software, systems
integration, and data and telecoms services – is expected to grow to
$520 billion by 2021. That figure represents a more than 100 percent
rise on the $235 billion spent in 2017.
• More companies are running proof of concept trials than two years
ago. And the number of enterprise customers considering exploring
new use cases is up to 60 percent in 2018, compared with less than
40 percent in 2016.
• Meanwhile, the Industrial Internet of Things (IIoT) market is forecast
to surpass $176 billon by 2022, according to a new report by analysts
at Market Research Engine.
Challenges for Organisations
• IoT has reached the pinnacle of inflated expectations of emerging
technologies. Even though IoT offers great potential value,
organizations must overcome some significant challenges:

• data and information management issues,

• lack of interoperable technologies,
• security and privacy concerns,
• and the skills to manage IoT’s growing complexity.

• However, a professional IoT service provider can overcome these

challenges and increase your return on investment.
 Case Study
i-to-i – a global marketplace for a start-up
company
• This case is about a specialist travel and education company, focusing
on its online TEFL (Teaching English as a Foreign Language) courses.
i-to-I background
• i-to-I (www.i-to-i.com) is a international organisation with offices in
the UK, USA, Ireland and Australia.
• 20,000 people have selected i-to-I as they travel on ventures to
support 500 worthwhile projects in five continents and it has also
trained a further 80,000 people as TEFL teachers.
• This service is offered through the main site and also through a
specialist online TEFL site (www.onlinetefl.com) on which the case
focuses.
The History of i-to-i
• The founder Deidre Bounds, was inspired to create the company
following a career break which took her to teach English in Japan,
China and Greece and drive a backpacker’s bus in Sydney.

• The company started through creating TEFL courses eventually

leading to organizing volunteer projects.

• Since 2003 the company supported the i-to-i Foundation for charity
to needy community and ecological projects.
• In 2007, i-to-i became part of the TUI travel group.
Proposition
The main feature of the i-to-i TEFL proposition are

• International accreditation – externally accredited in order to ensure

that its courses are rigorously monitored and always meet the highest
standards.
• World class reputation – four offices world wide and experience of
teaching TEFL from last 12 years.
• Partnership – Preferred TEFL course provider for STA Travel, Opodo
and Lonely Planet.
• Complete Student Support – How to get work abroad, how best to
prepare for the time away and current job opportunities.
• Highly Experienced Tutors
This proposition is backed by ‘the i-to-i TEFL promise’

• We will beat any equivalent and cheaper course by 150%.

• If you’re not entirely satisfied after the first seven days, we’ll give you
full refund.
• Our experience, our high academic standards and the quality of our
courses mean that i-to-i certificates are recognised by thousands of
language school worldwide.

• Additionally i-to-i can offer to help students find TEFL jobs abroad.
Audience Segmentation
• The main segmentation used by i-to-i is geographic:

• UK
• North America
• Europe
• Australia and New Zealand
• Rest of World (UK)
Information is also collected (optional basis) about prospects’ age and status,
although these were not used for targeting e-mails.
Status categories are:

• Students
• Employed
• Self-employed
• Career break
• Unemployed
• Retired
Competitors
• There were competitor for online TEFL courses based in the UK and
Australia
www.cactustefl.com
• www.tefonline.com
• www.eslbase.com

• In the US there were competitors who also operate in the UK and

other country
• www.tefcorp.com
• www.tefl-tesolonline.com
Media mix
• i-to-i uses a combination of these digital media channels to drive visits,
leads and sales:

• Pay per click (PPC)

• Social Media marketing using Facebook, Twitter and i-to-i ‘s own traveller
community.
• Natural Search
• Affiliate Marketing
• Display advertising
• E-mail marketing
Conversion Process
• Detailed content to help visitors decide on purchasing a course is available on the site
and the FAQs

• Specific landing pages have not been used to convert visitors from paid search or
affiliate.

• Destination page for visitors from referring site is the main category page for the product
preference indicated by the search performed (for example, online TEFL)

• A number of engagement devices are used to generate leads, including brochures, ‘TEFL
tasters’, an email guide and campaign promotions such as winning a course.
• Such leads were followed up through a series of welcome e-mails. Results were
monitored but e-mails were not pro actively followed.
Market Challenges
The main marketplace challenges faced by i-to-I are:

• Increasing their presence and conversion effectiveness in a

competitive market in different geographies.
• The i-to-I have good exposure in UK but operate in cluttered market with
price being main differentiator
• There is good opportunity within the US, but exposure is more limited
because of cost of pay per click advertising and natural search favours US.
• Increasing demand through reaching and educating those considering
travel who are not aware of TEFL courses and the opportunities they
unlock.
• For example many will look for casual work in other countries, e.g. in bars or
in agriculture, but will be unaware of TEFL.
Questions
• Select one country that i-to-i operate in and summarize the main
types of sites and businesses involved using a market map.

• Review the different factors that i-to-i will need to review to gauge
the commercial effectiveness of their online presence in different
geographic markets.
Marketplace Analysis for
E-Commerce
Introduction
• Electronic communication are disruptive technologies that have caused major
changes in industry structure, marketplace structure and business models.

• Organizations that monitor, understand and respond appropriately to change in

their online marketplace have the greatest opportunities to use digital
technologies to compete effectively.

• Understanding the online elements of an organization’s is a key part of situation

analysis for e-business strategy development.

• Strategy development should be strongly influenced by considering the

environment the business operates in.
Figure 2.1 The environment in which e-business services are provided
Online marketplace analysis
• Online marketplace analysis to assess competitor, customer and
intermediary and competitor use of the Internet as part of strategy
development.

• Implications of changes in marketplace structures for how we trade with

customers and other partners.

• Business models and revenue models should we consider in order to

exploit the Internet.

• Importance of online intermediaries and marketplace hubs to our

business and actions we should take to partner these intermediaries.
• Competing a marketplace analysis helps to define the main types of
online presence that are part of a ‘click ecosystem’ which describe the
consumer behaviour or flow of online visitors between search
engines, media sites and other intermediaries to an organization and
its competitor.
Environment Constraints and Opportunities
• Customers – which services are they offering via their web site that
your organization could support them in?

• Competitors – need to be benchmarked in order to review the online

services they are offering – do they have a competitive advantage?

• Intermediaries – are new or existing intermediaries offering products

or services from your competitors while you are not represented?
• Suppliers – are suppliers offering different methods of procurement
to competitors that give them a competitive advantage?

• Macro-environment

• Society – what is the ethical and moral consensus on holding

personal information?

• Country specific, international legal – what are the local and global
legal constraints, for example, on holding personal information, or
taxation rules on sale of goods?
• Country specific, international economic – what are the economic
constraints of operating within a country or global constraints?

• Technology – what new technologies are emerging by which to

deliver online services such as interactive digital TV and mobile
phone-based access?
Figure 2.3 An online marketplace map