Strategic Planning for Web Technology

Transcript Strategic Planning for Web Technology

Strategic Planning for Web Technology David Strom [email protected]

Port Washington, NY, USA +1 516 944 3407

Topic 1: Intranets and extranets • Intranets everywhere • Distinguishing characteristics • Factors that make a successful extranet • Tax News Network case study Caracas 4/98 (c) 1998 David Strom, Inc. 3

Intranets • Intranets everywhere • Role of Lotus Notes • How to pick the right products • Other technologies required • Decision points on your first Intranet • How to manage the transition Caracas 4/98 (c) 1998 David Strom, Inc. 4

How Intranets benefit corporations • Quick to deploy and assemble • Easy to mix and match components • Promote many-to-one communications • Enhance work flows • Fit in on both back end (data store) and front end (query) Caracas 4/98 (c) 1998 David Strom, Inc. 7

Differences between Intranet and the Internet • Internal access prime reason • Uses same technologies but for different reasons • Manage work flow and discussions, not just billboards • Group and project focus, rather than on the individual Caracas 4/98 (c) 1998 David Strom, Inc. 8

Differences between Intranets and extranets • I: control desktop and plug-ins • E: communicate with customers • I: got lots of bandwidth to burn • E: better reach and influence • I: mailing lists and newsletter metaphor • E: TV channels Caracas 4/98 (c) 1998 David Strom, Inc. 9

Is Notes an Intranet spoiler or promoter?

• (+) Domino a good way to give inbound web access • (+) A way to organize your web presence • (-) Its own universe still • (-) SMTP mail gateways only lately decent quality Caracas 4/98 (c) 1998 David Strom, Inc. 10

How to pick the right products • First, pick your OS platform • Then, determine how you will create content • Finally, where is your data and how will you get to it?

Availability of third-party tools • Content creation tools stink • 16 bit vs 32 bit • Play catch up w/ new HTML tags: even Netscape Gold!

Where is your data?

• Front end: what are your users comfortable with? (Windows!) • Back end: where does the data live and thrive?

• Infrastructure: what connects them?

Information delivery tools mediocre • Not everyone is networked • Remote access still tough • Mail replication issues • Dealing with dial-up parameters • IP not on every desktop • Gateways are still a bad word Caracas 4/98 (c) 1998 David Strom, Inc. 15

Choices for deploying enterprise IP • Every desktop, router, server • Only on NetWare servers (IP gateways) • Migrate to NT servers • What about SNA?

Recommendations • NT: WebSite, IIS web servers • Unix: Netscape web server • WebTrends for tracking visits • Verity's Topic for searching • Hold off on animation for as long as you can Caracas 4/98 (c) 1998 David Strom, Inc. 20

Decision points on your first Intranet • What is your purpose?

• Who is responsible for content? • How will servers be administered?

• How do they scale?

What is your open systems expertise?

• How much Unix?

• Does your email run SMTP?

• Where is your data stored?

• How much HTML?

For more information • My own Intranet Information Page: www.strom.com/pubwork/intrane t.html

Factors that make a successful extranet

Know your audience

• Executives, middle management, staff?

• How well do you know these people?

• Intended for your customers? New prospects?

Understand your purpose

Consider these design points

• Keep the user in mind at all times!

• Ease of access • Minimum of clutter, gratuitous graphics, menus • Site maps readily available • Browser version, plug-in support • Wide or narrow, deep or shallow content • Membership or public access Caracas 4/98 (c) 1998 David Strom, Inc. 29

Members-only access

Create layers of information

Create a sense of community

• Send email to group periodically • Inform users of new content on site • Take the right tone of voice in communications and content • Maintain discussion forums to engage user participation Caracas 4/98 (c) 1998 David Strom, Inc. 32

Examine your web site from the end-user perspective

• Can I really find the answers to my questions?

• Do I get lost in web space?

• Can I easily search the site?

• Is the level of detail interesting and informative?

• Will I come back to the site tomorrow?

Integrate any back end systems

• Do you already have databases to publish?

• Where do you maintain your customer lists?

• Where do you maintain your content?

Choose the right path

Turnkey products

• Document management systems – PC DOCS www.pcdocs.com

• Notes-based add-ons – Domino www.lotus.com

• Intranet software – Livelink www.opentext.com

– Intranetics www.intranetics.com

Turnkey product issues

• Expensive (US$50,000+) • Not easy to customize • Don’t always work for your application • Not always easy to use and setup • Read my own reviews at www.strom.com/pubwork/cworld.html

Example of extranet done right

• Coopers and Lybrand Tax News Network • www.taxnews.com

• article: www.datamation.com/PlugIn/issues/1997/november/ 11extra.html

Tax News Network

TNN fee structure

TNN content structure

• Leverages existing Notes and Informix databases • Replication and authentication taken from existing IT applications • Staff authors documents as they did before the extranet • Builds upon earlier DOS-based BBS systems Caracas 4/98 (c) 1998 David Strom, Inc. 41

Questions?

Topic 2: A guide to push technologies • Who’s left • Understanding the publishing process • Notable products • Microsoft, Netscape • Email is the answer, now what is the question?

My present experiences with push technologies • Used several push technologies since day 1 (11/96) to publish my own newsletter • Have uninstalled most of them • Write and edit for a living • Push CEO test: all opted for email Caracas 4/98 (c) 1998 David Strom, Inc. 44

Who’s out • Ifusion • Intermind • Travelling Software • Individual, Inc.

• Any off-line browser -- remember them?

Bandwidth • Need vendors’ proxy servers to really deploy push widely – PointCast Caching Manager, BackWeb server, etc.

• Otherwise 20-30% of your bandwidth goes away!

Budget: push is pricey • Most products start at US$10k, and up for publishers • Microsoft, Netscape are “free” for clients – but then you have to configure and setup all your browsers • “User VAT” -- the more popular, the more they cost • Maintenance/support can cost +15% extra Caracas 4/98 (c) 1998 David Strom, Inc. 48

Understanding the publishing process • What is your business model?

• How much gear is required?

• What clients and servers supported?

• What desktop software required?

• What control do you have over update delivery?

• What reports are available?

Is this anyway to run a publication: • Can’t track subscribers • Hard to peg costs for production, distribution, sales • Circulation estimates are way off • Incompatible mailboxes thwart content delivery • No established advertising base, rate card, etc.

What is the business model?

• Pervasive tuners • Extranets, high-end publishing • Intranets, custom publishing • Electronic software distribution • Remote desktop maintenance • Selling screensaver advertising Caracas 4/98 (c) 1998 David Strom, Inc. 52

What clients are supported?

What servers are needed?

What desktop software is needed?

What control do you have over update delivery? • Intermind lets publisher do it • Most give this control to the desktop • Pointcast doesn’t have any controls for public channels!

What kind of reports do you get?

Backweb • Two businesses: distributing a broad tuner for subscribing to public channels, and developing a customizable Intranet product.

The many Backweb pieces • the server executable itself (faceless) • the console software (config, add channels) • the public BW client software. • the automation SDK (for web publishing) • the web publishing tool (creates Infopaks) • the forms creation tool • the authoring tool (scripting) • the proxy server (reduces bandwidth) Caracas 4/98 (c) 1998 David Strom, Inc. 62

Incisa • Combine external news headlines with authoring your own content • Target your audience better than the others • Just two servers, feed (external) and dealer • Reports still aren’t terrific Caracas 4/98 (c) 1998 David Strom, Inc. 64

Microsoft • Channel Definition Format, part of v4 IE client • Used by PointCast Connections, uses XML • Easy to setup channels • No server tools to speak off, still • Example syntax at www.strom.com/pcn.html

CDF Example

Netscape • Netcaster, part of v4 Communicator client • Used by Marimba, based on Java • Needs some other software on client such as Bongo libraries, Shockwave • Example syntax at www.strom.com/netcaster.html

Conclusions • Need MS/NSCP convergence before push will be popular • Authoring tools, publishing tools are still very crude • Push really needs a good directory • Microsoft is too busy with Win 98, NT v5 • Netscape is too busy fighting Microsoft • Push will fade and email will conquer!

Whither email?

• Diffusion, Revnet taking the right approach to extend email functionality • Really all push is just better email management • CDF might take off, if the tools mature • Otherwise, HTML email is most promising thing to come from push Caracas 4/98 (c) 1998 David Strom, Inc. 69

For the complete list • Push players, past and present • See strom.com/imc/t4a.html

Questions?

Picking the right ISP • US or non-US based • Should I have a .com

Look carefully at usage (variable) charges • KB/month/disk space • KB/Month transferred • eCommerce transactions • Hits surcharges • Other things: hidden charges Caracas 4/98 (c) 1998 David Strom, Inc. 75

Find an ISP • More ISPs are offering eCommerce solutions • Have to use their software standards and payment schemes • Could be pricey • Just catching on in USA Caracas 4/98 (c) 1998 David Strom, Inc. 78

Some US-based examples • • • •

www.

psi

.net/web/ecommerce.shtml

www.

Best

.com/bizcomm.html

www.

Brainlink

.com/html/saleslink.htm

www.

Earthlink

.net/company/webservices.h

tml

• IBM

: mypage.ihost.com

• •

www.

Netcom

.com

business.

Mindspring

.com/prod-svc/smbiz/

• •

www.

Mindrush

.com/ www.outer.net/ONCommerce (

OuterNet

)

Price Comparison for ISP hosting

Provider IBM Earthlink Setup fee (US$) Monthly fee (US$) 260 624 55 194 Plan name, payment options Bronze, credit cards Premium Plus Netcom Mindspring 450 175 300 324 Commerce Site, credit cards Commercial Advantage, credit cards, Cybercash

Understanding your connection • Do traceroute to microsoft.com

Why switch from ISP to on-site hosting?

Different types of logs • Access: contain IP address, date, time, page elements viewed • Error: server errors usually • Referral: who links to your site and downloads pages Caracas 4/98 (c) 1998 David Strom, Inc. 86

What you can’t learn from your logs • Who are these people, anyway?

• How long did they actually view a page?

• Were they really from IBM?

Issues with logs • No real user names, unless you require logins • Could be a program, not a person • Just because they are from ibm.net

Recommended tools • www.WebTrends.com

• www.MarketWave.com

What is a search engine?

Dealing with search engine behavior • Some use , some use • Keep descriptions at top of your home page short and sweet • Web Review article: webreview.com/97/10/17/webmaster Caracas 4/98 (c) 1998 David Strom, Inc. 96 <a id="p97" href="#"></a> Keep the bots out of your site • Exclude cgi-bin, test directories • Create a robots.txt file that starts with – User-agent: * – disallow: /cgi-bin/ Caracas 4/98 (c) 1998 David Strom, Inc. 97 <a id="p98" href="#"></a> Managing and developing web content • Find a managing editor • Pick your plan for updates • Stage a test web • Consider other technologies Caracas 4/98 (c) 1998 David Strom, Inc. 98 <a id="p99" href="#"></a> Find a good managing editor • Understands English syntax, grammar • Detail-oriented • Knows enough HTML to be dangerous • Understands the differences between print and electronic publishing Caracas 4/98 (c) 1998 David Strom, Inc. 99 <a id="p100" href="#"></a> Standardize on the right content • Navigation tools, icons • Images, colors, sizes • Type, backgrounds, white space usage • Contact info and placement of links Caracas 4/98 (c) 1998 David Strom, Inc. 100 <a id="p101" href="#"></a> Contact information is critical! • Same format • Every page • So people can find you in the real world • Should include phone, fax, email, postal address Caracas 4/98 (c) 1998 David Strom, Inc. 101 <a id="p102" href="#"></a> Pick the right content management plan • Divide and conquer: different departments author different pages • Control freak: one person responsible for group of pages • How do you implement change controls? • What happens when you have multiple webs and locations? Caracas 4/98 (c) 1998 David Strom, Inc. 102 <a id="p103" href="#"></a> Are HTML editors useful tools? • Not really (tags, long file names, etc.) • Do you want to learn another word processor? • I use a combination of Word and WordPad • You still end up adjusting the code manually • WYS is not always WYG! Caracas 4/98 (c) 1998 David Strom, Inc. 103 <a id="p104" href="#"></a> Staging a test web • Check and validate your links, spelling • See your site from different browsers • Make sure navigation makes sense • Mirror your web locally for backup Caracas 4/98 (c) 1998 David Strom, Inc. 104 <a id="p105" href="#"></a> Maybe consider dynamic content technologies • Cold Fusion • Active Server Pages • Other database-driven webs Caracas 4/98 (c) 1998 David Strom, Inc. 105 <a id="p106" href="#"></a> Questions? Caracas 4/98 (c) 1998 David Strom, Inc. 106 <a id="p107" href="#"></a> Topic 4: Introduction to eCommerce • Advantages and disadvantages of Internet marketing • What becomes eCommerce success • Five principles of good eCommerce sites • Evaluating various eCommerce suites Caracas 4/98 (c) 1998 David Strom, Inc. 107 <a id="p108" href="#"></a> Internet Marketing • Look good to the public, – be on the cutting edge • Supplement traditional channels, – be real-time • Focus on global niches, – be high-content • Avoid the trailing edge, – the competition is already doing it Caracas 4/98 (c) 1998 David Strom, Inc. 108 <a id="p109" href="#"></a> Advantages • Direct, one-to-one marketing opportunity • Allows you to learn useful information and build customer relationships • Relatively inexpensive medium compared to advertising, direct mail or telemarketing • Capacity to be a major distribution channel • Results are measurable, sometimes Caracas 4/98 (c) 1998 David Strom, Inc. 109 <a id="p110" href="#"></a> Challenges • Most say that eCommerce is taking off, just differ on the rate! • How do we convince the general public that they will really like eCommerce? • Focus initially has been on business-to business uses Caracas 4/98 (c) 1998 David Strom, Inc. 110 <a id="p111" href="#"></a> Obstacles to Wide Deployment • Easy forms of payment • Trust in the system • Perceived benefits outweigh the risk (What’s in it for me?) • Technology and infrastructure still primitive Caracas 4/98 (c) 1998 David Strom, Inc. 111 <a id="p112" href="#"></a> Adoption Curves • Credit cards, ATMs: 10 years • Cell phones: 15 years • TV: 25 years • VCRs: 30 years • Internet usage: <10 years!! Caracas 4/98 (c) 1998 David Strom, Inc. 112 <a id="p113" href="#"></a> Different Types of Internet Marketing • Demand creation • Consumer pull • Provider push Caracas 4/98 (c) 1998 David Strom, Inc. 113 <a id="p114" href="#"></a> Demand Creation • Product selection is costly, so we want to: – reduce the time to find the product; and/or, – increase the customization of the product • A successful Internet presence: – creates demand for more sales; and, – these sales are incremental Caracas 4/98 (c) 1998 David Strom, Inc. 114 <a id="p115" href="#"></a> “Consumer Pull” Marketing • Web sites are the Internet version of infomercials: – synchronous interaction, consumer initiated • Great fun watching: – sites trying to attract and retain viewers; and, – folks trying to interpret click-throughs, hits, etc. • Interactive and transactional ads become more popular Caracas 4/98 (c) 1998 David Strom, Inc. 115 <a id="p116" href="#"></a> “Provider Push” Marketing • Some web sites do “upsells”, i.e., – interact with the consumer at checkout time to buy more stuff • The focus is on the current purchase, – and “blue light” specials • But, the next step requires an asynchronous interaction... Caracas 4/98 (c) 1998 David Strom, Inc. 116 <a id="p117" href="#"></a> More “Provider Push” Marketing • E-mail provides the ability to do “outcalls”, – interact with the consumer on a regular basis • The focus is on purchase history • The best consumer relationships are one-on one, hence the value of direct marketing Caracas 4/98 (c) 1998 David Strom, Inc. 117 <a id="p118" href="#"></a> Some Conclusions • Consumer control of privacy is essential – most folks simply want the choice of opting out • The granularity of control must be fine, e.g., – over number and frequency; – over categories of interests; and/or – over (indirect) dissemination to third-parties • Regardless, there are likely legal issues, – when maintaining/using a consumer database Caracas 4/98 (c) 1998 David Strom, Inc. 118 <a id="p119" href="#"></a> What Becomes eCommerce Success? • Overview of eCommerce market • Review physical storefront success factors • Propose some definitions • Define success for the web • Draw up five eCommerce principles Caracas 4/98 (c) 1998 David Strom, Inc. 119 <a id="p120" href="#"></a> Overview of eCommerce Market • Predictions • Success factors • Five principles Caracas 4/98 (c) 1998 David Strom, Inc. 120 <a id="p121" href="#"></a> eCommerce Revenue Predictions are Wide-Ranging Source 1996 (B$US) 2000 est. (B$ US) IDC Forrester Jupiter Dataquest $2.2 1.4 .7 6.4 94 117 15.6 56 Caracas 4/98 (c) 1998 David Strom, Inc. 121 <a id="p122" href="#"></a> And Not Very Believable • IDC says the web will become a mass market in the US by 12/98! • With 100 million users! • Let’s not confuse web users with eCommerce BUYERS! Caracas 4/98 (c) 1998 David Strom, Inc. 122 <a id="p123" href="#"></a> Let’s Keep Our Perspective • Size of US movie industry -- $6B! • Size of adult video rentals - $6B! • Total US music sales -- $6B! Caracas 4/98 (c) 1998 David Strom, Inc. 123 <a id="p124" href="#"></a> Ticketmaster • US$5 million/month via the web in sales • Started 11/96 • Generating lots of new buyers, who wouldn’t ordinarily use their service Caracas 4/98 (c) 1998 David Strom, Inc. 124 <a id="p125" href="#"></a> Then there is Disney.com • Web site Daily Blast signing up 15k members/month • Sales via web are equal to 3x-5x of physical Disney store! Caracas 4/98 (c) 1998 David Strom, Inc. 125 <a id="p126" href="#"></a> And of Course, There is the Porn Industry • “However, extensive interviews with adult site owners yield a picture of a highly charged market of approximately 10,000 • sites generating about $1 billion in revenue per year, most through electronic credit card transactions.” From Interactive Week Caracas 4/98 (c) 1998 David Strom, Inc. 126 <a id="p127" href="#"></a> Sad State of Today’s eCommerce Marketplace • Poor quality tools • Hard-to-find stores • Limited payment methods • Credit card snooping perceptions • Older browser versions can’t view latest sites Caracas 4/98 (c) 1998 David Strom, Inc. 127 <a id="p128" href="#"></a> Case in Point: Buying a Bike Rack • Item not carried: outdated catalog • Telesales not familiar with web • No cross-sell or substitutions online • Needed three phone calls to complete purchase Caracas 4/98 (c) 1998 David Strom, Inc. 128 <a id="p129" href="#"></a> Let’s Learn From the “Real World” • Compare what works for physical stores • Try to extend to the web Caracas 4/98 (c) 1998 David Strom, Inc. 129 <a id="p130" href="#"></a> Critical Success Factors for Physical Storefronts • Location • Branding • Good service • Good product selection • Proper pricing and margins • Traffic Caracas 4/98 (c) 1998 David Strom, Inc. 130 <a id="p131" href="#"></a> First Problem: • None of these translate on the ‘net! Caracas 4/98 (c) 1998 David Strom, Inc. 131 <a id="p132" href="#"></a> Now Try to Agree on Definitions for Web Stores • What determines a good location? – Position on a search page – Nearness to popular destination – Ad on a popular server • What determines branding? – Memorable domain name – Popular search category destination Caracas 4/98 (c) 1998 David Strom, Inc. 132 <a id="p133" href="#"></a> An Example of bad location: Montana Meats • www.imt.net/~lingerie/buffalo/buff alo.html • Can’t they afford their own domain name? • www.company.com/~anything is BAD NEWS! Caracas 4/98 (c) 1998 David Strom, Inc. 133 <a id="p134" href="#"></a> Another Case: Buying Toner and Batteries • www.cartridgesusa.com, www.batterybarn.com • Catalog shows pictures of parts • Easy to find relevant item • But payment acknowledgement incomplete Caracas 4/98 (c) 1998 David Strom, Inc. 134 <a id="p135" href="#"></a> Determining Traffic • Hard to do -- is it hits, page views, registered users? • [HITS = How Idiots Track Success] • Hard to measure -- do you count gifs? Use log files? • No general agreement on any metrics! Caracas 4/98 (c) 1998 David Strom, Inc. 135 <a id="p136" href="#"></a> Traditional Advertising Doesn’t Apply Anymore • Can’t measure anything • Every site has its own banner sizes • The Web is not TV Caracas 4/98 (c) 1998 David Strom, Inc. 136 <a id="p137" href="#"></a> One Working Definition of Success: • SURVIVAL! • If a site is still running after 12 months, and getting more traffic, it is a success. Caracas 4/98 (c) 1998 David Strom, Inc. 137 <a id="p138" href="#"></a> Does a site actually have to sell something? • Many actual eCommerce sites don’t do the complete transaction (Cisco) • Require faxes or telephone calls! • Some merely have catalogs • A good example: Singapore Power Authority www.spower.com.sg/readmeter.cgi?cmd=form Caracas 4/98 (c) 1998 David Strom, Inc. 138 <a id="p139" href="#"></a> Good eCommerce Examples • Easy to find merchandize • Good service • Individual customization is key • Simple navigation • Business-to-business focus Caracas 4/98 (c) 1998 David Strom, Inc. 139 <a id="p140" href="#"></a> AMP Connect • Have customers in 100 countries • Speak many languages • Produce 400 catalogs covering 135,000 items • Mailings cost US$7MM/yr • Fax back cost US$800,000/yr • But you can’t buy anything directly! Caracas 4/98 (c) 1998 David Strom, Inc. 140 <a id="p141" href="#"></a> Solution: “Step Searching” • Saqqara.com software to enhance Oracle database • Provide user feedback as they type query • Show how many matches in the database • Different mechanisms for searching: – by part number – by alphabetical names – by part family – by picture even Caracas 4/98 (c) 1998 David Strom, Inc. 141 <a id="p142" href="#"></a> AMP connect.ampincorporated.com Caracas 4/98 (c) 1998 David Strom, Inc. 142 <a id="p143" href="#"></a> AMP Connect (con’t) • And can set to list parts that are available in specific countries! • Updated daily with over 200 item changes • Detailed drawings saves time for customers to pick the right item • Saved AMP over US$5MM in production costs Caracas 4/98 (c) 1998 David Strom, Inc. 143 <a id="p144" href="#"></a> Save in Translation Costs • AMP catalog in several languages • Translation cost was US$100,000 • Versus US$1.5MM to produce separate translations of print editions Caracas 4/98 (c) 1998 David Strom, Inc. 144 <a id="p145" href="#"></a> Silicon Investor www.techstocks.com • Difficult to find anything • Incomplete database of companies • Companies are arranged poorly Caracas 4/98 (c) 1998 David Strom, Inc. 145 <a id="p146" href="#"></a> First Principle of eCommerce: • It is easy to find what you are selling! Caracas 4/98 (c) 1998 David Strom, Inc. 146 <a id="p147" href="#"></a> Amazon.com • Services frequent readers with a variety of programs – Editorial comments – If you liked this book, you’ll like... – Notification of new books by author, topic – Simplified “1 Click” ordering • Uses simple pages and email • Associates program for commission kickbacks • Gift certificates via email • And ... lots of books to choose from Caracas 4/98 (c) 1998 David Strom, Inc. 147 <a id="p148" href="#"></a> Amazon Caracas 4/98 (c) 1998 David Strom, Inc. 148 <a id="p149" href="#"></a> Update your directories! • • This one is almost a year old www.asiapage.com/alist.html#jewellery Caracas 4/98 (c) 1998 David Strom, Inc. 149 <a id="p150" href="#"></a> Non-secure servers • • Many SG sites collect credit cards on them www.asiapage.com/goodwood Caracas 4/98 (c) 1998 David Strom, Inc. 150 <a id="p151" href="#"></a> Second Principle of eCommerce: • Deliver solid service! Caracas 4/98 (c) 1998 David Strom, Inc. 151 <a id="p152" href="#"></a> Dell • Most notable site for computer buyers • Customize the features you want via a web form • Simplifies and personalizes the shopping experience • WYSIWYB (buy) • >US$1MM/day in sales! Caracas 4/98 (c) 1998 David Strom, Inc. 152 <a id="p153" href="#"></a> Dell Caracas 4/98 (c) 1998 David Strom, Inc. 153 <a id="p154" href="#"></a> Canadiantire.com • eFlyer uses email notification along with web forms • Customize exactly what coupons and deals are sent to you Caracas 4/98 (c) 1998 David Strom, Inc. 154 <a id="p155" href="#"></a> Third Principle of eCommerce: • Individual customization is key Caracas 4/98 (c) 1998 David Strom, Inc. 155 <a id="p156" href="#"></a> BMW Motors • Example of what not to do • Use gratuitous graphics • Cheesy low-res videos • Toys, not tools Caracas 4/98 (c) 1998 David Strom, Inc. 156 <a id="p157" href="#"></a> BMW Caracas 4/98 (c) 1998 David Strom, Inc. 157 <a id="p158" href="#"></a> Compare with Subaru • Find specific information about each car • Can price options to your particular needs Caracas 4/98 (c) 1998 David Strom, Inc. 158 <a id="p159" href="#"></a> How NOT to Design a Payment Screen • www.netmar.com/new/norderform.shtml Caracas 4/98 (c) 1998 David Strom, Inc. 159 <a id="p160" href="#"></a> How NOT to take advantage of bandwidth • www.clickdiz.com • Two different pages, one for SG ONE, one for all others • But SG ONE page has just heavy graphics - why? Caracas 4/98 (c) 1998 David Strom, Inc. 160 <a id="p161" href="#"></a> A better example: fishing licenses • Simple, quick, and does the job with a • minimum of clutter www.permit.com Caracas 4/98 (c) 1998 David Strom, Inc. 161 <a id="p162" href="#"></a> Fourth Principle of eCommerce: • Make navigation simple! • Use small graphics, site maps, indexes • Avoid clutter, frames Caracas 4/98 (c) 1998 David Strom, Inc. 162 <a id="p163" href="#"></a> Int’l Commerce Exchange System • Matches overstocked sellers with buyers • B2B exclusively • Uses faxes to notify potential customers Caracas 4/98 (c) 1998 David Strom, Inc. 163 <a id="p164" href="#"></a> ICES www.icesinc.com Caracas 4/98 (c) 1998 David Strom, Inc. 164 <a id="p165" href="#"></a> Fifth Principle of eCommerce: • Business-to-business focus Caracas 4/98 (c) 1998 David Strom, Inc. 165 <a id="p166" href="#"></a> Popular eCommerce Suites Vendor, Product Version Price Platform ICat Elec Comm Suite IBM Net.Commerce Microsoft SiteServer Commerce 3.0 3.0 3.0 $9000 $5000 $5000 NT, 95 NT, AIX NT Caracas 4/98 (c) 1998 David Strom, Inc. 166 <a id="p167" href="#"></a> Popular eCommerce Suites (con’t) Vendor, Product Version Price Platform OM Transact Open Market Intershop Online Intershop WebSite Pro O'Reilly 2.3 3.0 2.0 $250,000 Unix $5000 $800 NT Unix NT, 95 Caracas 4/98 (c) 1998 David Strom, Inc. 167 <a id="p168" href="#"></a> The Cold Hard Reality of Suites • Suites are nothing more than collection of products • Lack integration among various elements • Difficult to setup, customize, and use • Require you to live “inside” their structure • Limited payment options • Sounds like early MS Office Caracas 4/98 (c) 1998 David Strom, Inc. 168 <a id="p169" href="#"></a> Payment Systems Included in Each Suite • Microsoft: Verifone, Buy Now • IBM: Verifone, SET, eTill • iCat: None (but many third parties) • OpenMarket: Verifone • WebSite Pro: InternetSecure, CyberCash • Intershop: CyberCash, ICVerify, others Caracas 4/98 (c) 1998 David Strom, Inc. 169 <a id="p170" href="#"></a> Sample Stores Included in Each Suite • Microsoft: 4 stores • IBM: eMall, simple and advanced sample stores • iCat: 1 hardware store • OpenMarket: none • WebSite Pro: 1 bookstore • Intershop:3 stores Caracas 4/98 (c) 1998 David Strom, Inc. 170 <a id="p171" href="#"></a> Databases Supported in Each Suite • Microsoft: SQL Server • IBM: DB2 • iCat: 4D, Sybase SQL Anywhere • WebSite: Access • Intershop: Sybase SQL 11 Caracas 4/98 (c) 1998 David Strom, Inc. 171 <a id="p172" href="#"></a> Putting Together Your Own Solution • Mercantec shopping cart • SQL Server database • ICVerify payment system • WebCatalog • IIS web server • Total price: <US$10,000 Caracas 4/98 (c) 1998 David Strom, Inc. 172 <a id="p173" href="#"></a> Don’t Forget the Process and People • Put together policies and procedures book that describe what you did • Gather forms for your business partners to sign up for ISPs if needed • Document how to make changes to your product catalog via the web • Approach your trading partners with solutions, not problems! Caracas 4/98 (c) 1998 David Strom, Inc. 173 <a id="p174" href="#"></a> <h2>Thanks!</h2> • Review • Q&A • • • David Strom +1 516 944 3407 david@strom.com Caracas 4/98 (c) 1998 David Strom, Inc. 174 </div> </section> </div> </div> </div> </main> <footer> <div class="container mt-3"> <div class="row justify-content-between"> <div class="col"> <a href="/"> <img src="/theme/studyslide/static/logo-slideum.png" /> </a> </div> </div> <div class="row mt-3"> <ul class="col-sm-6 list-unstyled"> <li> <h6 class="mb-3">Company</h6> <li> Nicosia Constantinou Palaiologou 16, Palouriotissa, 1040 <li> +357 64-733-402 <li> info@slideum.com </ul> <ul class="col-6 col-sm-3 list-unstyled"> <li> <h6 class="mb-3">Links</h6> <li> <a href="/about">About</a> <li> <a href="/contacts">Contact</a> <li> <a href="/faq">Help / FAQ</a> </ul> <ul class="col-6 col-sm-3 list-unstyled"> <li> <h6 class="mb-3">Legal</h6> <li> <a href="/terms">Terms of Service</a> <li> <a href="/privacy">Privacy policy</a> <li> <a href="/page.html?code=public.usefull.cookie">Cookie policy</a> <li> <a href="/page.html?code=public.usefull.disclaimer">Disclaimer</a> </ul> </div> <hr> slideum.com © 2025, Inc. 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