UNIT I

INTRODUCTION
E-Commerce and Internet Marketing

Learning Objectives
 Define E-commerce
 Understand the use of internet in this type of business
 Explain the typical categories of making business digitally
 To be able to know the advantages and disadvantages of digital business
 Understand the technical and economical challenges have to be mastered when doing business
electronically.

E- Commerce
“Electronic commerce, commonly written as E-Commerce, is the trading in products or services using computer
networks, such as Internet. Electronic commerce draws on technologies such as mobile commerce, electronic
fund transfer, supply chain management, Internet Marketing, on-line transaction processing, electronic data
interchange (EDI), inventory management systems, and automated data collection systems. Modern electronic
commerce typically uses the World Wide Web for at least one part of the transaction’s life cycle, although it may
also use other technologies such as E-mail.
E-commerce businesses may employ some all of the following;
 Online shopping websites for retail sales direct to consumers,
 Providing or participating in online marketplaces, which process third-party business-to consumers or
consumer-to-consumer sales,
 Business to Business buying and selling,
 Gathering and using demographic data through Web contacts and social media,
 Business- to Business electronic data interchange,
 Marketing to prospective and established customers by E-Mail or fax (for example, with newslettters),
 Engaging in pretail for launching new products and services.
Pretail (also referred to as pre-retail, or pre commerce) is a sub-category of E-Commerce and online retail for
introducing new products , services, and brands to market by pre-launching online, sometimes as reservations in
limited quantity before release, realization, or commercial availability. Pretail includes pre-sale commerce, pre-
order retailers, incubation marketplaces and crowdfunding communities. (Wikipedia 2015)

E-Business
“Electronic business, or E-Business, is the application of information and communication technologies (ICT) in
support of all the activities of business. Commerce constitutes the exchange of products and services between
businesses, groups and individuals and can be seen as one of the essential activities of any business, Electronic
commerce focuses on the use of ICT to enable the external activities and relationships of the business with
individuals, group and other businesses or E-Business refers to business with help of internet i.e. doing business
with the help of internet network. The term <E-business> was coined by IBM’s marketing and internet team in
1996.” (Wikipedia 2015)

Digital Economy
Digital economy refers to an economy that is (substantially) based on computing technologies. The digital
economy is also sometimes called the Internet Economy, the New Economy, Web Economy. Increasingly, the
“digital economy” is intertwined with the traditional economy making a clear delineation harder” (Wikipedia 2015)
We will use the term “digital” or “digitalized” to indicate that subjects or activities are based on ICT.

Definition
E-commerce enables the comprehensive digital execution of business process between suppliers and their
customers via global public and private networks.
However, this definition rises some questions:
 What does “comprehensive” means? Does it mean the total process? Is everything digitalized?
 What about transportation and delivery of real goods? Obviously here are some limits for digitalization,
though 3-D printing changed a lot.
 Why should businesses be run electronically? Is enablement a value in itself? Or we do digitalized
businesses because we can reduce costs, accelerate processes and increase profit?
Although there are many different definitions of e-commerce, this book will assist everyone in understanding the
advantages and disadvantages of digitalized business.

Digitalization of Business
 This means a comprehensive use of ICT (Information and Communication Technology) not only within a
business organization ( as it has been done during the last decades by traditional internal information
system, but now through a more and more seamless linking and cooperation of information and
communication systems of all involve business partners.
 The comprehensive usage of ICT has been enabled by some technologies and technical standards,
which have been accepted globally.

Focus Business Process

 To support business processes, of course, as we did it for the last decades, but now the total processes,
running through several organizations and crossing their boundaries, are supported.
 Automated business processes not only within organizations, as it was the traditional objective of ICT, but
now automation is related to the total process, running through all involved organizations and not only to
the sub-process within the own organization.
 To increase the speed of business process. Additional potential can be realized with the coupling of
processes between different of organizations.
 To increase the economic efficiency of business processes, again through coupling of business
processes at the boundaries of the business partners.

Usage of Global network:

 Internet plays a dominant role and has become a universal technical infrastructure.
Thus, it builds a global virtual place where every organization and person being interested in making
business can come together without geographical and time restrictions.
 Global networks allow the exchange of information whithout any restrictions in time and independently
from any geographical distances.
 Internet is always running 24/7

New potentials and opportunities for cooperation.

 More or less independent persons and/or organization work together
 Business actors can come together whenever they want it or whenever there is a need.
E-Commerce is the exchange of goods and services between independent organizations and/or persons
supported by comprehensive usage of powerful ICT systems and globally standardized network infrastructure.
For this purpose the business partners have to couple their business processes and their ICT systems. These
systems have to work together temporarily and seamlessly and have to share, exchange and process data during
the whole business process and across the boundaries of cooperating organizations.
Data security and data privacy as well as the compliance with laws and other policies and procedures have, of
course guaranteed. (Turban et al 2015, p .7):
E-C OMMERCE WITH THE “5-C MODEL”
E-Commerce defines by 5 activity domains whose denominations start with letter “C”: (Zwass 2014)

Commerce
 In the electronic marketplaces there is a matching of customers and suppliers, an establishing of the
transaction terms, and the facilitation of exchange transactions.
 With the broad move to the Web-enabled enterprise systems with relatively uniform capabilities as
compared to the legacy systems, a universal supply-chain linkage has been created.

Collaboration
 The Web is vas nexus, or network, of relationships among firms and individuals.
 More or less formal collaborations are created or emerge on the Web to bring together individuals
engaged in knowledge work in a manner that limits the constraints of space, time, national boundaries,
and organizational affiliation.

Communication
 As an interactive medium, the Web has given rise to a multiplicity of media products.
 This universal medium has become a forum for self-expression and self-presentation.
 The rapidly growing M-Commerce (Mobile Commerce) enables connectivity in context, with location-
sensitive products and advertising.
 In the communications domain, the Web also serves as a distribution channel for digital products and
others.

Connection
 Common software development platforms, many of them in the open-source domain, enable a wide
spectrum of firms to avail themselves of the benefits of the already developed software, which is ,
moreover, compatible with that of their trading and collaborating partners.
 The internet, as a network of networks that is easy to join and out of which it is relatively easy to carve out
virtual private networks, is the universal telecommunications network, now widely expanding in the mobile
domain.

Computation
 Internet infrastructure enables large-scale sharing of computational and storage resources, thus leading
to the implementation of the decades-old idea of utility computing.

Additional Definition of Terms

M-Commerce (Mobile Commerce)

M-Commerce (Mohapatta 2013, pp. 81-82) is commonly understood as the usage of mobile devices for business
purposes. Especially mobile phones and PDA’s (Personal Digital Assistants).
Main features of M-Commerce are:
 Location independence of (mobile) customers,
 High availability of services through well-established mobile phone networks,
 Increasing computing power of mobile devices,
 Interactivity of mobile devices (voice and data transfer),
 Security (when using mobile phone networks),
 Localization of customers through cell structures,
 Accessibility of customers,
 Potential of personalized service/offers.
E-Procurement (Electronic Procurement)
In general, E-Procurement (Chakavarry 2014, p 115) is the automation of an organization’s procurement
processes using Web-based applications. It enables widely dispersed customers and suppliers to interact and
execute purchase transactions. Each step in the procurement process is captured electronically, and all
transaction data routed automatically, reducing time and cost of procurement. Properly deployed, E-procurement
can deliver tremendous value to enterprises in different ways.
In a narrower sense E-Procurement is seen as the ordering of MRO goods (MRO =
Maintenance/Repair/Operations) on the basis of Web-based application system directly by the demand carrier to
reduce process costs in the area of so-called C-articles (C-articles represents a small portion of the total financial
procurement volume, but cause significant portion of the procurement costs).

Every sales process at the same time is a procurement process or a buying process – from the point of view of
the (potential) customer. Sales processes are driven by the supplier. Procurement processes are driven by the
customer. However, the exchange of goods or services has to be managed. Thus, E-procurement must be
considered as specific view onto E-Commerce.

E-Government (Electronic Government)

“E-Government (short for electronic government, also known as e-gov, Internet government, digital government,
online government, or connected government) consists of the digital interactions between citizens and their
government (C2G), between governments and government agencies (G2G), between government and citizens
(G2C), between government and employees (G2E), and between government and businesses/commerce (G2B).

This digital interaction includes all levels of government (city, state/province, national, and international),
governance, information and communication technology (ICT), and business process re-engineering (BPR).”

(Wikipedia October 26, 2015) (Xu 2014, pp. 102–105)

E-Administration (Electronic Administration)

“E-administration refers to those mechanisms which convert the paper processes in a traditionaloffice into
electronic processes, with the goal to create a paperless office. Its objective is toget total transparency and
accountability within any organization.” (Wikipedia 2015)

E-Democracy (Electronic Democracy)

“E-Democracy incorporates 21st-century information and communications technology to promote
democracy. That means a form of government in which all adult citizens are presumed to be eligible to
participate equally in the proposal, development, and creation of laws.” (Wikipedia 2015)

ROLE OF INTERNET
In the early years, E-Commerce was considered to be an aid to the business. In the meantimeit has become
more or less a business enabler (Mohapatra 2013, pp. 10–12).

Between 1998 and 2000, a substantial number of businesses in the United States and Western Europe
developed rudimentary websites. In the dot-com era, E-Commerce cameto include activities more precisely
termed ‘‘Web commerce’’ – the purchase of goods and services over the World Wide Web, usually with secure
connections with E-Shopping carts and with electronic payment services such as credit card payment
authorizations.
The emergence of E-Commerce also significantly lowered barriers to entry in the sellingof many types of
goods; many small home-based proprietors are able to use the Internetto sell goods. Established suppliers
had to close their shops and to change their businessmodel to an E-Commerce model to stay profitable and
in the business (e.g. travel agencies).
Often, small suppliers use online auction sites such as eBay or sell via large corporatewebsites, to ensure that
they are seen and visited by potential customers.
BUSINESS MODELS RELATED TO E-COMMERCE
INTERNET BASED BUSINESS
In this chapter we list some typical business activities, which are based on the Internet. E-Commerce actors
cooperate with those firms and use them as specific service providers.

Access provider
The access provider ensures (technical) access to the Internet. We should have in mind, that somebody has to
pay the access provider so that we can get access to the Internet. Whopays? We or somebody else? In many
(most?) areas of the world it is a totally privatized business, though sometimes in the political arena the access
to the Internet is declared asa modern human right. Obviously there is a similarity to telephone network(s).
However,it (normally) works in this privatized form.

Traditional business models, which are somehow similar to the business of an access provider,are operators of a
technical infrastructure, e.g. telephone networks, car highways, or railways.
Search engine
Search engines are the most used software in the Internet. They are the starting step for many Internet-
based activities, not only but, of course, also if somebody is looking for a business opportunity. Again we
must ask: Who pays? The one, who wants to find something or someone? Or the one, who wants to be
found?

A traditional and similar business model is given by the so-called “yellow pages”, wherefirms are listed and
grouped according to branches and locations.

Online shop
An online shop is a website, where you can buy products or services, e.g. books or office supplies.

Traditional and similar business models are direct mail selling (no shop facility, offeringof goods via a printed
catalogue, ordering by letters or telephone calls) and factory outlets (producer has own shop facility, does not sell
his products via merchants).

Content provider
Content providers offer content, a completely digital good, e.g. information, news, documents,music. A specific
variant of a content provider is the information broker, who is a traderof information.

Again the following question has to be put: Who pays? The one, who wants to have accessto an information?
The one, who wants to provide an information?

Traditional business models in this area are newspaper publishers, magazine publishers, radio and television
broadcasting services or publishing companies.

Portal
A portal is a website, which provides a set of services to the user so that he/she sometimes thinks that he/she is
using a single but very complex software system. Portals are often usedin big organizations to control the access
of employees to the different ICT systems; each employee gets a specific menu of “his”/“her” applications. Also
content providers use portals,though in the narrow sense that they only deliver content and no application
systems.

Online marketplace/electronic mall

An online marketplace is a website, where suppliers and potential customers can cometogether like on a real
marketplace in a small town. An E-Mall is a set of online shops,which can be found on one website.

Examples of traditional and similar business models are shopping centers, omnibus orders (One person is
customer of the shop and buys for a group of people), marketplaces andbuying associations.
Virtual community
A virtual community is a platform for communication and exchange of experience. It issimilar to a virtual
club or association. We always should ask: Who is the owner? Who isthe person or organization behind the
platform? Who pays? The members or the visitors?The community operator?

Information broker
An information broker collects, aggregates and provides information, e.g. information with respect to products,
prices, availabilities or market data, economical data, technical information.

Here we have to ask: Can we trust the information? Is it neutral or just a product placement? Who pays? The
visitor? Some providers? Financed through advertisements?

Traditional and similar business models are magazines running tests of computers, cars,consumer goods,
restaurants.

Transaction broker
A transaction broker is a person or an organization to execute sales transactions. Sometimes those brokers are
used to hide the real customer to the supplier. A transaction broker is an agent who is an expert in a specific area
and can take over parts of a business.

A similar traditional business model is the free salesman.

Online service provider/cloud service provider (CSP)

An online service provider provides services, which can be run electronically, e.g. application software services or
ICT infrastructure services like storage or backup services. If this organization uses so-called cloud technologies it
is called a cloud service provider (tenHompel et al 2015; Marks & Lozano 2010).

The questions, which we have to put, are: Who pays? The service user? If not, who isthe customer?
This list describes a great variety of Internet-based business models. However, it will not bea complete
compilation because with new and innovative technologies new business ideaswill come up and lead to new
and additional offerings.
ADVANTAGES AND DISADVANTAGES
E-Commerce has a lot of advantages. But as we know it from every area of our life, thereis “no free lunch”.
Of course, E-Commerce has some disadvantages (see tables 1 and 2).

Table 1: Advantages of E-Commerce

Advantages
…for the customer …for the provider

• Flexible shopping hours (7∙24h) • Better customer service can be offered

• No waiting queues (if net is available andsoftware • Fast communication with customer
appropriately designed) • New customer potential through
• Shopping at home (we don’t have to leave our global visibility
apartment, refuel our car orbuy a subway ticket, look • No (traditional) intermediaries,
for a parking place, etc.) who take away margins
• Individual needs can be covered (if customization
is offered)
• Global offers, more competition, pressureon prices

Table 2: Disadvantages of E-Commerce

Disadvantages

…for the customer … for the provider

• Security risks: • Higher logistics cost (goods have to

о Data theft (e.g. stealing account or credit card be sent to the customer’s location)
numbers) • Anonymity of customers (how to
о Identity theft (acting under our name or user make targeted advertisements?)
identity)
о Abuse (e.g. third person orders goods with our
identity, gets them deliveredand we have to pay
for it)

• Crime:
о Bogus firm (firm does not really exist)о Fraud
(e.g. order is confirmed, invoicehas to be
paid, but
goods are never
delivered)

• Uncertain legal status (if something

goeswrong, can we accuse the provider?)
BUSINESS NET TYPES

A more abstract categorization of digital businesses has been given 2001 by Tapscott (Meier& Stormer 2008,
pp. 34–46). He discussed the following business net types:

Business Web Agora

• Objective: To run a marketplace for goods and values.
• Attributes: Market information available, negotiation processes established, dynamicpricing
through negotiations between market participants.
• Role of the customer: Market participant.
• Benefits: Negotiable products and services.
• Examples: eBay, auctions. yahoo.

Business Web Aggregator

• Objective: To run a digital super market.
• Attributes: Presentation of a great variety of products, fixed prices and no negotiationbetween
supplier and customer, simple fulfilment from the customer’s point of view.
• Role of the customer: Customer.
• Benefits: Convenient selection and fulfilment from the customer’s point of view.
• Examples: etrade, amazon.

Business Web Integrator

• Objective: To establish an optimized value creation chain.
• Attributes: Systematic supplier selection, process optimization for the total valuechain,
product integration along the value chain.
• Role of the customer: Value driver.
• Benefits: Creation and delivery of customer-specific products.
Examples: Cisco, Dell.

Business Web Alliance

• Objective: To establish a self-organizing value creation space.
• Attributes: Innovation in products and processes, trust building between differentactors,
abstinence of hierarchical supervision.
• Role of the customer: Contributor.
• Benefits: Creative and collaborative solutions.
• Examples: Linux, [Link].
•
Business Web distributor
• Objective: Exchange of information, goods and services.
• Attributes: Net optimization, unlimited usage, logistics processes.
• Role of the customer: Recipient.
• Benefits: In-time delivery.
• Examples: UPS, AT&T, Telekom.

WEB 2.0
Web 2.0 (Chen & Vargo 2014) describes World Wide Web sites that emphasize user- generated content,
usability, and interoperability. Although Web 2.0 suggests a new versionof the World Wide Web, it does not refer
to an update of any technical specification, butrather to cumulative changes in the way Web pages are made and
used.
Characteristic application types of Web 2.0 are

• Blogs: A blog (a truncation of the expression weblog) is a discussion or informationalsite

published on the World Wide Web and consisting of discrete entries (“posts”) typically displayed
in reverse chronological order (the most recent post appears first). We normally see “multi-author
blogs” (MABs) with posts written by large numbers of authors and professionally edited. MABs
from newspapers, other media outlets, universities, think tanks, advocacy groups and similar
institutions account for an increasing quantity of blog traffic. The rise of Twitter and other “micro-
blogging” systems helps integrate MABs and single-author blogs into societal news streams.

• Social networking services: A social networking service (also social networkingsite or SNS)
is a platform to build social networks or social relations among people who share similar
interests, activities, backgrounds or real-life connections. A SNS consists of a representation of
each user (often a profile), his or her social links, anda variety of additional services such as
career services. SNS’s are Web-based servicesthat allow individuals to create a public profile,
create a list of users with whomto share connections, and view and cross the connections within
the system. Most SNS’s provide means for users to interact over the Internet, such as E-Mail and
instant messaging. SNS’s incorporate new information and communication tools such as mobile
connectivity, photo/video/sharing and blogging.

• Online communities: An online community is a virtual community whose members interact

with each other primarily via the Internet. Those who wish tobe a part of an online community
usually have to become a member via a specificsite and necessarily need an Internet
connection. An online community can actas an information system where members can post,
comment on discussions, give advice or collaborate. Commonly, people communicate through
SNS’s, chat rooms, forums, E-Mail lists and discussion boards. People may also join online
communitiesthrough video games, blogs and virtual worlds.

• Forums/Bulletin boards: An Internet forum, or message board, is an online discussion site

where people can hold conversations in the form of posted messages. They differ from chat
rooms in that messages are often longer than one line of text, and are at least temporarily
archived. Also, depending on the access level of a useror the forum set-up, a posted message
might need to be approved by a moderator before it becomes visible.

• Content aggregators: An aggregator is a website or computer software that aggregatesa

specific type of information from multiple online sources.
If business wants to benefit from Web 2.0 then it has to proceed in a specific way which in many aspects differs
from the traditional Web based business. The differences and conformitiesbetween the Web 1.0 (“old”) and the
Web 2.0 world (“new”) are listed in table 3.
Table 3: Comparison of Web 1.0 and Web 2.0

Area Old (Web 1.0) New (Web 2.0)

Business philosophy IT enabled IT enabled relationship

relationship marketing
marketing
Technology base Web 1.0 technology Web 2.0 technology/
(static pages, file Social technology (user-
system, generated content, usability,
communication via interoperability)
E-Mailseparated
from website)
Digital part of business Transaction based: one- Interaction based: dynamic,
processes to-oneinteraction many-to-many interaction

Interaction place Defined channels: E-Mail, Dynamic customer-driven touch-

phonecalls, websites, stores, points realized in social media
etc.
Segmentation of usersand Traditional demographics Dynamic, flexible and temporary
participants segmentation if at all

Broadcast message flow Push-based, inside-out Pull-based, outside-in

Control Firms and established Social customers

organizations

Design/analysis scope Internal focus: one (part of Value chain through total
an)organization organization or group of
organizations

Data store 360° customer transaction All interactions or conversations

data across all touch points; user
contributed contents

Data analysis Subject-oriented analysis Network analysis

Metrics Transaction based: Interaction based:

Customer life-time value Customer referral value
(CLV),share of market, RFM (CRV), share of voice, size
analysis measures (RFM = andengagement of
Recency, Frequency, communities, sentiment
Monetary)
Viral marketing Not possible Can easily develop a viral
(information is spreadlike marketing campaign
a virus)

Crowd sourcing Not possible Integral part of SCRM strategy

(SCRM = social media CRM)
 Customer loyalty Static, repeated patronage Dynamic, eWoM (electronic
Word of Mouth), advocacy

In the Web-2.0-world the traditional goods-dominant logic is replaced by a service-dominantlogic. Its premises
are:
• Service is the fundamental basis of exchange.
• Indirect exchange masks the fundamental basis of exchange.
• Operant resources are the fundamental source of competitive advantage.
• Goods are a distribution mechanism for service provision.
• All economies are service economies.
• The customer is always a co-creator of value.
• The enterprise cannot value, but only offers value propositions.
• A service-centred view is inherently customer-oriented and relational.
• All social and economic actors are resource integrators.
• Value is always uniquely defined by the beneficiary.
If an enterprise wants to be successful in the Web-2.0-world it has to move from a goodsfocus to a service
focus. How can this be managed? The following rules may help:
• Do not produce goods but assist customers in their own value-creation processes.
• Value is not created and sold but value is co-created with customers and othervalue-
creation partners.
• Do not consider customers as isolated entities, but in the context of their own networks.
• Resources are not primarily tangible such as natural resources but usually intangiblesuch as
knowledge and skills.
• Shift from thinking of customers as targets to thinking of customers as resources.
• Shift from making efficiency primary to increasing efficiency through effectiveness.

Obviously there is a strong focus on the customer and customer satisfaction as it should bein every business.
But what is really new? Is there finally a significant difference between traditional business, Web 1.0 business and
Web 2.0 business?

The WEB 3
The Web3 has the potential to revolutionize agreements and value exchange. It changes the data struc- tures in
the backend of the Internet, introducing a universal state layer, o en by incentivizing network actors with a token.
Bitcoin and similar blockchains introduced a method for each participant in a network to hold and transfer value in
a digitally native format, without the need for trusted intermediaries.

The consensus protocol is designed in a way that the network can collectively remember preceding events or user
interactions. Bitcoin, therefore, resolved the problem of double-spending by providing a single source of reference
for who received what and when. Bitcoin and its underlying blockchain protocol can, therefore, be seen as a
game- changer, paving the way to a more decentralized Web. A nine-page white paper in 2008 initiated an open
and public infrastructure, with a market valuation of around 150 billion EUR at the time of writing this book. This
number only accounts for the market value of Bitcoin tokens; it does not take into account the myriad of industries
that build on top of the Bitcoin payment network. Nor does it account for the diverse ecosystems of developers,
users, and companies, and other public and private tokenized networks that have emerged since.
TECHNICAL AND ECONOMIC CHALLENGES
ICT systems have to work properly not only within the boundaries of the own organizationbut also in combination
with ICT systems of other organizations. Interfaces between the involved systems have to be defined and
documented properly. But: How heterogeneousare the involved ICT systems allowed to be? Is our IT
infrastructure fit for E-Commerce?How do we have to change or extend our application systems for E-
Commerce?

In the digital business ICT systems are mission critical assets. How do we have to protectan ICT system so
that it is not possible to destroy it, damage it or manipulate it? Areour ICT systems secure? Are unauthorized
persons able to get access to our systems? Are payment procedures secure enough? Can we protect the
personal data of involved people, especially customer data?

Finally we have to realize, that E-Commerce depends on people. Are the people of ourIT organization
qualified enough? Can we provide the necessary and significantly high technical support?

ECONOMIC CHALLENGES
E-Commerce is not only a matter of technology. It is primarily, because it is commerce,a matter of
management and organization. The following questions have to be answered:

• Are our business processes standardized enough – at least harmonized among the
participants?
• Who is allowed to participate? Are all participants trustworthy? Who makes the decision which
person or organization is allowed to participate?
• How much E-Commerce do we need to keep competitive? How do we have tochange our
business model?
• What is going to happen after opening a new (electronic) sales channel? Will traditional sales
channels suffer from it?
• How can we measure the success of our E-Commerce activities?
Will costs be compensated through revenues? Will we make
profit?
• How do we have to develop our relationship with customers,
suppliers and other business partners to be able to realize the
advantages of E-Commerce for our organization and avoid the
disadvantages? How do we have to develop and change our
business relationships?
• How do we have to redesign our business processes? How do
the roles of our employees change? Are our employees qualified
for these new roles.
Assessment of Learning 1.1

1. Where do you use the opportunities of E-Commerce actually in your daily

life?

2. Which companies do you know which are doing E-Commerce?

3. Consider the Internet-based businesses, which we have listed above.

Are they reallynew business categories?

4. Find additional advantages and disadvantages of digital businesses.

5. Consider the above-mentioned technical and economic challenges of E-

Commerce.

6. What is E-Commerce? How does it differentiate from traditional business

models?
 7. What are different business models available for E-Commerce?

8. How can customers benefit from E-Commerce?\

9-10 Given the choice, which WEB is more advantageous today? WEB 1, WEB 2, or
WEB 3 ?

Assessment of Learning 1.2

Apply the E-Commerce elements to the administration of our university.

Who are the customers? What is delivered? What are the potentials? What
are the advantages or disadvantages? Which parts have already been
digitalized? What would you recommend tothe top management of the
university to do next?