Portals: the buzzword of 1999

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Portals the buzzword of 1999
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Portals

• What are they?
• Mega-portal (AOL, Yahoo, Netscape)
• Enterprise portals
• Special-interest portals (vortal)
• Benefits
• Risks
• Definition

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Our enterprise portal
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Your enterprise portal
Audience self-selects by type
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Search engine mega-portal

• more than bookmarks
• 25 million unknown customers
• permission to communicate regularly
• click through, sale of customer data

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Go.com
Add disney and infoseek, get info squeak
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Mega-portal MSN
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My portal
Usually enabled by cookie technology
To change layout I was told to use MS Explorer!
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Mega Portals / Brands

• Expectation of e-commerce where eyeballs
  wallets
• A recognizable brand is a beacon in internet
  geography
• Sites with highest traffic establish the
  strongest brand name
• Consumer brands join internet brands

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Benefits of my portal

• Daily content in one location
• Easier login (goal)
• Navigational value
• E-commerce linkage may facilitate workflow

the model has changed from being the reference
librarian on the internet toinformation
management, or being an interactive work center
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Information Management

• the model has changed from being the reference
  librarian on the internet, to
• information management
• interactive work center

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Includes agents
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Special interest - students
Niche audience community content models Sabre is
extending travel mgmt into Peoplesoft Campus
Pipeline vortal for colleges with book, auctions,
registration, email Amazon, dell, etoys, schwab,
fedex, ups

• Student aggregator portals
• Vendor portals
• Blackboard.com
• I-drive
• Campus Pipeline
• University portals

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Course Site (blackboard.com)
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Harvard B-School

• http//www.hbs.edu
• courses
• assignments (cases)
• class seating chart
• links to excel, videos, etc

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Harvard FAS

• my.harvard.edu

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My MIT
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Our green
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Semantic confusion - new services as portal

• Avoid laundry lists
• Academic Services
• Course Resources syllabi, access to teachers
  online office hours, eConferencing, discussion
  forums and student/teacher homepages
• Campus auctions, event calendars, student
  communities, and post/find it tools (rideshare,
  roommates, tutors, etc).
• Research Center
• Career Center
• Web Shopping (discounts on Travel, Computers,
  Books, Clothing, Music, Events )

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A successful portal

• Recognizes the user
• Displays dynamic content
• Facilitates Workflow
• single login to disparate services
• moves the customer through business processes
• Has customizable views and tools
• Is clear about its scope

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Relationships

• Build community or balkanize?
• my.mit, my.sloan, my.physics
• Peoplesoft uses roles concept
• Cognitive maps
• Beware of false categories
• internal vs external, marketing/service
• referrals require a common language

The new AOL Search service blends matching
content from within AOL and from across the web
into one results screen. The external version
that will be accessible via the web won't list
content only available to AOL members.
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Our UCLA
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My UCLA
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Build, buy, or barter?

• Internet desktop
• free email and rhetorical tools, calendar
  (anyday.com)
• I-drive file sharing service
• Open systems / open API
• Acceptable authentication security needs to be
  in place

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StudentU.com
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Space or software tools
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Idrive (not perfect)
25 MB Personal and shared file storage on
the web synchronizes local and internet file
space saves web pages will cobrand
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I/T management risks

• Pressure to develop a portal without a pragmatic
  web strategy
• Increased complexity in security, privacy,
  administration, and service
• Expensive to integrate legacy apps
• Expensive to manage vendors

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E-commerce

• Keep out e-commerce is a red herring
• The devil is in the details - manage the
  contracts
• Guidelines for linking, sponsorship, and ads

Barnes nobles runs some college
bookstores Sherlock, in OS8, searches Internet
from HD extended to do online shopping if you
search for moon landing, youll also get
apollo- related merchandise from ebay and amazon
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Define acceptable ads
Logo postage stamps from www.redherring.com
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Affiliates guidelines
Search boxes that pay
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Privacy

• Whose customer?
• A school, department, or university?
• Privacy policies
• can we trust 3rd party companies as data
  guardians
• Portable profiles, possibly customer-managed?

Yahoo has a universal shopping basket
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Future

• Brand awareness (university.com)
• Browsers act like search engines
• internet key words, destinations
• hidden deals for placement
• Portable profiles
• Micro payment systems
• Full disclosure

Suzana Lisanti travel - travel.com net
perceptions (collab filt) search boxes that pay
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Risks identity

• Whose customer?
• A department, school, or university?
• 3rd party companies as data guardians
• Who garners the commission?
• Brand
• university.com
• brand.university

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Someday

• Portals will seem really flat.
• Whats coming is more interaction with the human
  being on the other side of the screen.

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the next phase
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A real person behind the screen
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Thetoolshotover the net
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