Lecture One

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Lecture One

• Ian Harris
• Entrepreneurial Champion

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Who the hell am I..?

• Ian Harris IHH_at_aber.ac.uk or F20
• Experience in this area
• Implemented business information/intelligence
  systems in Internet Channel based e-tailers
• ClickMango
• emFinance
• Viking Direct
• Some are still in business, others have failed
  spectacularly
• Used to run an e-business consultancy which
  folded July 2000 does that date mean anything
  to you..?
• I am also the Entrepreneurship Champion for the
  University of Wales, Aberystwyth

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Sections

• Establishing and Maintaining a Web Presence
• The on-line purchase experience
• Online customer service marketing/management
• Online advertising and web-site promotion
• So whats missing..?

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Group Assessment 1

• 1 Group Project (25) Date for Submission
  Presentations will start on the 2nd March for the
  first 4! You have been WARNED
• Task As a group you are required to present an
  executive briefing (lasting no longer than 15
  minutes) and deliver a set of summary notes of
  this briefing (being no longer than 3 pages in
  length and using Arial 12 point font throughout)
  on the following topic
• Objective Select a Web site and state what needs
  to be done in order to improve (i.e. optimise)
  this Web site (and, in particular, its Home Page
  or whether it has Gateway/Doorway pages) so that
  it will stand a greater chance of being ranked
  higher in search engine and directory listings.
• You will need to advise me of the groups W/C 9th
  February 2003

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Individual Assessment 2

• 2 Individual Project (75) (First Friday of New
  Term)
• Task Select 3 Web sites/Web based companies and
  compare and contrast these Web sites with one
  another with respect to any one Internet
  marketing subject area (other than Web-site
  Presence) we have examined during this module.
• Objective Locate, describe and account for what
  constitutes best practice in the Internet
  marketing subject area you examine.

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(No Transcript)
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Websites are a Waste of Time

• Lecture Aim To prove unequivocally that websites
  are not a waste of time

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Lecture Objectives

• We will look at facts, figures and statistics
  throughout this lecture which should more than
  convince a business with any level of
  apprehension that obtaining a website and going
  online is indeed a worthwhile exercise!
• We will learn that IS and websites can be used as
  a competitive weapon when it comes to obtaining
  competitive advantage over rival businesses
• We will be looking at and referring to the
  e-Adoption Ladder and other tools available to
  show that a website is an integral component when
  it comes to a business wanting to trade online or
  hoping to achieve full eBusiness integration
• Using many online references and other resources
  we will learn what makes a good website
• We will also look at the fact that if eBusiness
  is implemented correctly then a huge ROI can be
  expected with potential savings benefiting the
  business
• We will look at the future of eBusiness, and the
• Emerging channels and future trends

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Content

• Facts, Figures and Statistics
• Information Systems as a Competitive Weapon
• A Website within the context of eCommerce
• What makes a Good Website?
• Guide to a good Website from UK Online for
  Business
• Return on Investment (ROI) on eBusiness
• The Future For eBusiness?
• Emerging Channels and Future Trends

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Facts and Figures

• The UK Internet Population has grown over the
  past year
• 45 of households are now online (2002)
  compared with 38 in2001
• Regional and gender divides have narrowed
• People are spending longer online and are
  undertaking increasingly sophisticated activities
  with more people buying and banking online
• Growth in high-speed broadband subscribershas
  been rapid

Source the whole UK Online Annual Report 2002 at
http//www.e-envoy.gov.uk/oee/oee.nsf/sections/r
eports-annrep-2002/file/index.htm
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Facts and Figures

• The International eCommerce Research Centre at
  De Montfort University conducted geographic
  research at post sector level in cooperation with
  the leading ISPs and Experian. The results are
  shown in this map of the UK

Source the whole UK Online Annual Report 2002 at
http//www.e-envoy.gov.uk/oee/oee.nsf/sections/r
eports-annrep-2002/file/index.htm
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Facts and Figures

• The connectivity indicator is made up
  ofbusinesses that
• Have a website and / or
• Have 25 or more employees making daily use of
  email and / or
• Use EDI
• The decline in thelevel of access to
  theInternet in the UKis accounted for by micro
  and small businesses

Source the whole Dti report at
http//www.ukonlineforbusiness.gov.uk/benchmarking
2002/index.html
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Facts and Figures

• Businesses within Greater London are
  significantly more likely (by 10 percentage
  points) than those in any other region to have a
  website (91)

• Those in Northern Ireland (63) significantly the
  least likely (by 10 percentage points). In other
  regions the proportion lies between 73 and 81

Source the whole Dti report at
http//www.ukonlineforbusiness.gov.uk/benchmarking
2002/index.html
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Facts and Figures

• Within the UK, businesses in the Financial
  Services, Manufacturing and Construction sectors
  are the most likely to have a website (93, 88
  and 82 respectively)

• Businesses in the Retail sector are the least
  likely to have a website (68)
• Businesses which expect turnover to grow are also
  significantly more likely to have a website

Source the whole Dti report at
http//www.ukonlineforbusiness.gov.uk/benchmarking
2002/index.html
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Facts and Figures

• In most countries, the growth in businesses with
  a website has slowed or halted between 2001 and
  2002

• The UK, at 80, now has the second highest
  percentage of businesses with a website, equal
  with Sweden and behind Germany (85)

Source the whole Dti report at
http//www.ukonlineforbusiness.gov.uk/benchmarking
2002/index.html
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Facts and Figures

• In the UK, 49 were either currently setting one
  up or were actively considering doing so. 29 had
  considered it but decided against

• Those in Germany are most likely to be in the
  process of setting up a site or considering
  setting one up in the future (64)

Source the whole Dti report at
http//www.ukonlineforbusiness.gov.uk/benchmarking
2002/index.html
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Facts and Figures

• Businesses in the USA are the most likely to use
  purely internal resources to develop or manage
  their website while those in Italy and France are
  more likely to look externally for help

• Within the UK, the Primary and Government sectors
  are the most likely to use internal resources to
  manage websites (50 and 58 respectively)

Source the whole Dti report at
http//www.ukonlineforbusiness.gov.uk/benchmarking
2002/index.html
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Facts and Figures

• Small and medium businesses have maintained their
  trading online activities
• Large firms have seen a small increase of 4
  percentage points to 31

• In global terms and at 26, the UK has moved from
  joint second with Canada to sixth position in
  terms of the proportion of businesses trading
  online, behind Australia (39) which has seen
  rapid growth this year

Source the whole Dti report at
http//www.ukonlineforbusiness.gov.uk/benchmarking
2002/index.html
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Facts and Figures

• The proportion of micro businesses that accept
  online orders has fallen from 29 to 20
• A 3 point fall among medium businesses, has
  counterbalanced the 7 point increase among large
  businesses

• In the majority of countries surveyed, between
  30 and 47 of businesses allow customers to
  order online. Germany (47) and Sweden (43)
  continue to lead, although the rate of increase
  in Sweden slowed considerably this year

Source the whole Dti report at
http//www.ukonlineforbusiness.gov.uk/benchmarking
2002/index.html
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Facts and Figures

• Businesses in the Primary and Finance sectors are
  nearly twice as likely as others to give as
  their reason for not accepting online orders that
  'customers prefer using telephones or doing
  business face to face'

• The main reason given is that businesses believe
  their product is not suitable for selling online.
  This view is most common within the Construction
  (50) and Services (46) sectors
• 23 of UK businesses said they did not have the
  technology in place

Source the whole Dti report at
http//www.ukonlineforbusiness.gov.uk/benchmarking
2002/index.html
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Facts and Figures

• In the UK 67 of businesses that use ICTs allow
  customers to request further information online,
  with businesses in the Finance sector most likely
  to do so (77)

• Allowing customers to request further information
  online (eg via a website or e-mail) is one of the
  most common sales facilities offered in all
  countries

Source the whole Dti report at
http//www.ukonlineforbusiness.gov.uk/benchmarking
2002/index.html
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Facts and Figures
Source the whole Dti report at
http//www.ukonlineforbusiness.gov.uk/benchmarking
2002/index.html
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Facts and Figures

• Top 7 Perceived Barriers to eBusiness
• Technology Costs
• Lack of strong business case
• Lack of proven solutions
• Difficulty of integrating ITsystems
• Difficulty of reengineeringbusiness processes
• Security and fraud concerns
• Reluctance of customersto engage

Source CBI KPMG Consulting, 2002, p35
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The Information System as a Competitive Weapon

• It could be suggested that that a website is
  prerequisite of a businesses overall business
  strategy. Indeed, it may be said that it will
  remain an integral component within a businesses
  arsenal for it to remain competitive
• The Internet is vital to our business nowI
  think a web presence is
• essential for virtually every business
• (Nick Hewitt, Director, www.classic-car-hire.co.uk
  )
• It could be argued that competitive advantage is
  what businesses strive for. It has already been
  proven that IT and IS systems can provide
  competitive advantage
• (Richard Nolan, PhD Proposal, 2001)
• It could also be argued that not embracing the
  Internet with a website could lead to a business
  being placed in an uncompetitive position
• If I look ahead 5 years, I see that if you are
  not in the eBusiness club adhering to eBusiness
  standards, then you will be disadvantaged
• (Chris Copeland, Director of eBusiness, BAE
  Systems)

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E-Adoption Ladder
Source the whole Dti report at
http//www.ukonlineforbusiness.gov.uk/benchmarking
2002/index.html
Other useful resources Opportunity Wales
eCommerce Ladder http//www.opportunitywales.co.u
k/2-1-2-1.htmUseful Reference and eBusiness
model Earl, M.J 2000, Evolving the E-Business,
Business Strategy Review, Vol 11, Issue 2, pp
33-38
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Ten Steps Towards Becoming an e-Business

• Get Online Now
• Develop eCommerce Capability
• Develop eCRM
• Move your Procurement Online
• Outsource Non-Core Functions
• Create an Intranet
• Move your Recruitment and Training Online
• Put your PR Online
• Be Secure
• Choose the Right Partner

Source Farouq Adams, Managing Director, Red Hot
Chilli (2001)
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What Makes a Good Website?

• Usability and eMarketing
• What is Usability?
• Testing Your Sites Usability
• Heuristic Evaluations http//www.useit.com/papers
  /heuristic/
• Usability Tests http//www.ddj.com/
• User and Task Analysis http//www-106.ibm.com/dev
  eloperworks/web/library/wa-custlearn/
• Usability Converts Browsers into Buyers

Source http//www.emage-emarketing.com (also
contains an array of useful links)
Other useful resources Find out what users want
from your website http//www-106.ibm.com/develope
rworks/web/library/wa-moderator-guide/requirements
.html
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What Makes a Good Website?

• Elements that Impact Usability
• Design
• Maintenance
• Navigation
• Content
• Four Simple Steps to Improved Usability
• Skip the search
• Link length
• Limit clicks
• White out
• Resources
• http//usableweb.org/ (Usable Web 1056 links with
  regard to web usability)
• http//www.useit.com/ (Gurus bi-weekly column on
  web usability)

Source http//www.emage-emarketing.com (also
contains an array of useful links)
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What Makes a Good Website?

• Content and eMarketing
• Marketing with Content
• Good Content Search Engine Traffic
• Good Content Happy Visitors
• Relevant
• Well-written
• Easy to Navigate
• Interactive
• Personalised
• Current
• Good Content Money

Source http//www.emage-emarketing.com (also
contains an array of useful links)
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What Makes a Good Website?

• Content as Advertising
• Sponsorships
• Advertorials
• Content for Sale
• Resources
• http//www.contentious.com/ (Useful link)
• http//www.econtentmag.com/ (Digital Content
  Strategies and Resources)

Source http//www.emage-emarketing.com (also
contains an array of useful links)
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What Makes a Good Website?

• Meta Tags and eMarketing
• Meta Tags
• What is Meta Data?
• What Meta Tags do the Search Engine Read?
• Meta Tag Variations.
• Generally Optimised Tags
• Doorway Page Tags
• Content Specific Tags
• Resources
• http//www.emage-emarketing.com/300600.htm (Meta
  Tag Guidelines and Format)
• http//webdeveloper.com/html/html_metatag_res.html
  (Meta Tag Resources)
• http//builder.cnet.com/webbuilding/pages/Authorin
  g/Metadata/ (More Meta Tag Resources)

Source http//www.emage-emarketing.com (also
contains an array of useful links)
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UK Online for Business Tips for Websites

• Use Supporting Organisations and seek advise
• Make the website part of your business activity
• Try to get a high position of a Search Engines
• Keep Product Informed and up-to-date. Keep it up
  to date
• Tailor your website to meet customers
  expectations
• Use the web to target your markets
• Create links with Suppliers to generate more hits

• Use your website in many ways i.e. staff
  recruitment, selling services etc
• Dont fear technology make it work for you
• Get good website links
• If your website needs it go multilingual
• Let it help to strengthen your local supply chain
• Use it to send a newsletter or email shots
• Let website provide useful statistics to see how
  popular your business is

Source UK Online for Business, Go for IT the Net
Benefits for Tourism, 2002 (CD ROM Video)
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Return On eBusiness Investment

• BP International
• Estimated 627m in cost reduction / revenue
  enhancements through eBusiness
• 70m savings from online transactions with
  suppliers
• BT
• Savings of 1.2 billion attributed to eBusiness
  over the past four years
• Consumption of office paper reduced by 36
• Printing costs cut by 500,000 per year by moving
  internal job vacancy information to Intranet
• Firefly Communications
• Annual savings of around 160,000 by moving the
  holiday authorisation process online
• Watford Electronics
• Moved 70 of sales and 80 of purchases online,
  generating savings of 260,000 per year and
  improving service

Source CBI KPMG Consulting, 2002, p44
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The Future of eBusiness
Source CBI KPMG Consulting, 2002, p46
35
Emerging Channels and Future Trends

• Emerging Channels
• Future Trends
• Web Services
• Wireless Communications
• Enterprise Portals
• Artificial Intelligence

Source CBI KPMG Consulting, 2002, p49
Source CBI KPMG Consulting, 2002, p51
36
Summary of Learning Outcomes

• The facts, figures and statistics throughout
  would more than convince a business with any
  level of apprehension that obtaining a website
  and going online is indeed a worthwhile exercise!
• We learnt that IS and websites can be used as a
  competitive weapon when it comes to obtaining
  competitive advantage over rival businesses
• Referring to the e-Adoption Ladder and other
  tools available a website is an integral
  component when it comes to a business wanting to
  trade online or hoping to achieve full eBusiness
  integration
• Using many online references it was possible to
  learn what makes a good website
• If eBusiness is implemented correctly then a huge
  ROI can be expected with potential savings
  benefiting the business
• The future of eBusiness was observed, and
• Emerging channels and future trends was looked at

37
Assessment Question

• With reference to the data available to you,
  critically
• analyse the statement Web sites are a waste of
  time

38
References and Useful URLs

• Earl, M.J 2000, Evolving the E-Business, Business
  Strategy Review, Vol 11, Issue 2, pp 33-38
• http//builder.cnet.com/webbuilding/pages/Authorin
  g/Metadata/ (Meta Tag Resources)
• http//webdeveloper.com/html/html_metatag_res.html
  (More Meta Tag Resources)
• http//www-106.ibm.com/developerworks/web/library/
  wa-custlearn/ (User and Task Analysis)
• http//www-106.ibm.com/developerworks/web/library/
  wa-moderator-guide/requirements.html (Find out
  what
• users want from your website)
• http//www.contentious.com/ (Useful link)
• http//cyberatlas.internet.com/markets/retailing/a
  rticle/0,,6061_2105901,00.htmltable (2002 top 25
• websites)
• http//www.cbi.org.uk/pdf/realitybites.pdf
  (Foreword, Executive Summary of CBI Report
  Reality Bites)
• http//www.ddj.com/ (Usability Tests)
• http//www.econtentmag.com/ (Digital Content
  Strategies and Resources)
• http//www.e-envoy.gov.uk/oee/oee.nsf/sections/rep
  orts-annrep-2002/file/index.htm (UK Online
  Annual
• Report 2002)
• http//www.emage-emarketing.com (Also contains an
  array of useful links)
• http//www.emage-emarketing.com/300600.htm (Meta
  Tag Guidelines and Format)
• http//www.emarketingassociation.com/ (eMarketing
  International)
• http//www.forrester.com/home/ (Forrester
  Research Inc)
• http//www.opportunitywales.co.uk/2-1-2-1.htm
  (Opportunity Wales eCommerce Ladder)

39
References and Useful URLs

• http//www.scotti-internet-marketing.co.uk/ (UK
  Internet Statistics)
• http//www.statmarket.com/ (Accurate Internet
  Statistics)
• http//www.top10links.com/google.php?sourcegoogle
  (Top 10 of many categories)
• http//www.ukonlineforbusiness.gov.uk/benchmarking
  2002/index.html (Dti Business in the
• Information Age International Benchmarking Study
  2002)
• http//usableweb.org/ (Usable Web 1056 links
  with regard to web usability)
• http//www.useit.com/ (Gurus bi-weekly column on
  web usability)
• http//www.useit.com/papers/heuristic/ (Heuristic
  Evaluations)
• http//www.waller.co.uk/web.htm (How Big is the
  Internet - Statistics)
• http//www.web100.com/ (Visit a top site, read it
  rate it)
• Ives, B. and G. P. Learmonth 1984, The
  Information System as a competitive weapon,
  Communications
• of the ACM, Vol 27, No 12, pp1193-1201
• Payton, S 2002, CBI KPMG Consulting Reality
  Bites The second annual CBI survey on
  e-business, CBI

40
Glossary of Terms

• Please refer to the following references to help
  you understand
• IT terms used throughout all of the lectures
• http//www.marketingterms.com/ (Internet
  Marketing Dictionary and Acronyms)
• http//www.xetg.com/articles/search_engine_secrets
  /glossary.shtml (Xtreme eMarketing Techniques and
• Guide)
• http//www.activemarketingtips.com/amthome/dict.ht
  m (Essential Tips for Marketing Success)
• http//www.atwebo.com/glossary.htm (_at_WEBO
  eMarketing Glossary)
• http//www.matisse.net/files/glossary.html
  (General IT Glossary of Terms)
• http//www.animatedsoftware.com/statglos/statglos.
  htm (Internet Glossary of Statistical Terms)
• http//www.weihenstephan.de/schlind/genglos.html
  (A Hypermedia Glossary of Genetic Terms)
• http//www.webopedia.com/ (The only online
  dictionary and search engine you need for
  computer and
• Internet technology)
• http//www.grantasticdesigns.com/glossary.html
  (Glossary of Graphic Design and Web Page Design
• Terms)
• http//www.walthowe.com/glossary/ (Glossary of
  Internet Terms)
• http//www.wwli.com/translation/netglos/glossary/g
  lossary.html (Internet Terms)
• http//www.sharpened.net/glossary/index.php
  (Glossary of Computer and Internet Terms).
• http//www.lib.berkeley.edu/TeachingLib/Guides/Int
  ernet/Glossary.html (Glossary of Internet and Web