INFS2030

INFS2030

1. Intro & Overview

   • Exponential Advancements in Tehcnology
     • the commercialisation of the internet
     • Processing power, Moores Law
     • Data Transmission and Broadband Networks
     • Data Storage
     • Potential for massive financial gains
   • Characteristics of e-Businesses
     • Ubiquity - available everywhere
     • Global Reach
     • Information Richness
     • Customization & Personalisation
     • Interactivity
   • Types of e-Businesses
     • B2C
     • B2B
     • C2C
     • G2C

2. The Information Economy

   • Production vs Information Economy
     • Exchange of products vs information services
     • Wealth creation, products vs interlectual work
     • Production of good/service, manual labour vs customer co-producer
     • Diminishing returns vs increasing returns
   • Economies of Scale
     • The more you produce the lower your average cost
     • First copy: high sunk cost etc.
   • Network Effects
     • Value of product depends on the # of other users.
     • 3 Distinctions
       • Positive/Negative: Cell phones/Cars
       • Direct/Indirect: Value of product/value of complementary product
       • One/Two Sided: One user group/two user groups
   • Long Tail of Information economies
     • Scale is less important
     • Leads to multiple niche markets.

3. e-Business Models

   • Shared Elements of Business Models
     • Value Proposition
     • Revenue Model
     • Market Opportunity
     • Competitive Environment
     • Market Strategy
     • Organizational Structure
   • B2C Business Models
     • E-Tailer
     • Community Provider
     • Content Provider
     • Portal
     • Transaction Broker
     • Market Creator
     • Service Provider
   • B2B Business Models
     • e-Distributor
     • e-Procurement
     • Exchange
     • Industrial Network

4. E-Business Strategy

   • Porters Five Forces
     • Bargaining Power of Suppliers
     • Threat of New Entrants
     • Bargaining Power of Customers
     • Threat of Substitutes
     • Rivalry among Competitors
   • SLEPT - Understanding the External Environment
     • Social
     • Legal - Regulation & Enforcement
     • Economic
     • Political
     • Technological
   • Competitive Strategy
     • Cost Leader - Broad/Narrow
     • Differentiation - Broad Narrow
   • Porters Value Chain Model
     • Primary activities: Marketing & Sales, Inbound Logistics, Operations or manufacturing, Outbound Logistics
     • Support Activities: HR, Accounting & Infrastructure, Procurement & technology
   • Gaining & Maintaining Competitive Advantage
     • Lock in Customers & Suppliers
     • Create entry barriers
     • Establish alliances with external stakeholders.

5. e-Marketing

   • Key operational Processes in e-Marketing
     • Aquisition
     • Conversion
     • Retention - most important
   • How to develop an e-Marketing strategy
     • Situation Analysis
     • Objective Setting - SMART
     • Plan - operational procedures
     • Develop Marketing Mix - 4 P's
   • Advantages of Online Advertising
     • Wider geographical reach
     • targeted audiences
     • Easy result measure
     • different payment options

6. Web 2.0

   • 1.0 vs 2.0
     • Controlled vs Interactive
     • software as a product vs service
     • Proprietary Tech vs Open Source Tech
     • Value Fixed vs Increasing
     • Individual Consumption vs Social Collaboration
   • Examples
     • Blogs, wikis, image sharing, video sharing
   • Business Applications of the Web 2.0
     • Social Shopping
     • Sharing Economy
     • Social Advertising
     • Market Research
     • Crowdsourcing

7. Large Scale Collaborations

   • What is Crowdsourcing?
     • - Acquiring information for a particular task/project by enlisting the services of a number of people.
   • Purposes of Crowdsourcing
     • 1. Innovative, design, & R&D
     • 2. Content creation - text, image, video
     • 3. Content Organisation
     • 4. Trend Prediction & Market Research
   • What is Opensource?
     • - a philosophy that promotes free re-distribution and access to an end products design & implementation details.
     • - "Opensource is the next revolution"
     • - a new type of governance for economic activity
   • Who uses Opensource?
     • 17% of internet users use Firefox
     • 60% of web servers use linux as an operating system

8. Design of e-Business Systems

   • Website Design
     • Understand your users
       • Who are they?
       • What is their experience & Interests
       • What is their purpose in accessing the site
       • How frequently they visit?
   • Usability
     • Shouldn't have to figure out how to use it.
     • Use standard conventions
     • Information Architecture - 3 click rule
   • Search Engine Visability
     • - search engine traffic is vital to a website
     • On Page factors: Descriptive tags, optimise content, encourage interactions
     • Off page factors: Build external links, use social networks
   • Design Content & Aesthetics
     • - looks don't matter for search engines but are crucial to convert visitors into customers.
     • Establish credibility
       • Contact details, expertise, error free, separation from ads.
     • Accomodate Human Cognition
       • White spaces, colour constant, symmetrical layout

9. Measuring Performance

   • Performance Measurement
     • - process of quantifying the effectiveness of past actions through systematic collection and analysis of relevant data
   • Why Measure?
     • - tells you if you have been sucessful
     • - identifies weaknesses & strengths
     • increase accountability
     • "You can't manage what you can't measure"
   • Typical Metrics in e-Business
     • 1. Promotional Objectives
     • 2. Behavioural Objectives
     • 3. Site Usage Objectives
     • 4. Customer Objectives
     • 5. Marketing Objectives
     • 6. Identify Shopping Baskets
     • 7. Business Objectives

10. Change Management

    • What is Change Management?
      • - a planned process for changing a core function of an organisation of an enterprise
    • Why study Change management?
      • - e-Businesses have to respond to:
        • Rapid tech innovations
        • new skills, knowledge required to compete
        • dynamic market conditions
        • frequently changing customer requirements
    • Different types of Change?
      • Radical/Incremental
      • Reactive/Anticipatory
    • Why Organisations Change?
      • Internal Pressures - new leaders, financial pressures
      • External Pressures - drive for legitimacy, compliance, formal
    • Factors that Inhibit Change
      • 1. Organisational size & complexity
      • 2. Diffusion of resources and decision making power.
      • 3. Institutionalisation of organisational values.
      • 4. Culture that values incremental over radical.