Overview, Review, and Introduction,

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Overview, Review, and Introduction,

• Dr. Tom Housel

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Overview

• Course
• Purpose
• Focus
• Reading materials
• Grading, assignments
• Review Three Tier Architecture
• Introduction
• Chapter 1
• Challenge questions

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Department of Defense DIRECTIVE 8190.2 (23 June
2000) The Department of Defense (DoD) Electronic
Business/Electronic Commerce (EB/EC) Program
It is Department of Defense policy to

• Foster and promote the integration of EB/EC
  technologies into reengineered or improved
  business processes.
• Establish and use electronic business operations
  that employ EB/EC principles, concepts and
  technologies in the entire range of DoD
  operations.
• Plan, develop, and implement EB/EC from a
  DoD-wide perspective to provide for integrated
  and uniform program direction and planning.
• Apply EB/EC processes to interoperate with those
  with whom the Department of Defense does business
  to achieve integration within and among the DoD
  Components and the private sector.

SEE http//www.dtic.mil/whs/directives/corres/pdf
/d81902_062300/d81902p.pdf
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The Future Vision of DoD eBusiness
NMCI
PDML
GCSS
Global IDE
Seaway-Loggy
EPASS
ERP
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Telephone Company
Internet (Routers)
Central Office
ISP
eToys.com Website server
A
A
A
A
Request Home page for eToys Packet A
Send back Homepage
Access eToys.com Homepageage
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Central Office
SAI
A
A
F1
F2
ATM
DS3
A
Domain Name Server (DNS)
ISP
A
Packet Request
Look up eToys IP Address
www.eToys.com homepage
A
A
Routers
Internet (Routers)
Using HTTP protocol, server finds eToys homepage
(index.html) and sends it back to users client
IP address home PC
eToys.com Website server
A
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Three Tier/NTier Model for E-Business
Presentation layer
Application layer
Data layer
WEB BROWSERS
INTERNET
DATA BASE

• DATABASE SERVER
• ORACLE
• MS SQL
• ACCESS

• CLIENT BROWSER
• NETSCAPE
• MS I.E.

• WEB SERVER and
• APPLICATION SERVER
• MS I.S.
• UNIX (APACHE)
• ASP, JSP

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Internet Business Sales-Purchase Transaction
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Recent Surveys

• Total e-commerce retail sales for 2001 were 32.6
  billion, an increase of 19.3 from 2000 (Dept. of
  Commerce).
• 55 of consumers with Internet access placed an
  online order in 2001 (National Consumers League)
  vs. 44 in 2000.
• Money lost (Internet Fraud Watch)
• 4.3 million total, 636 average (2001)
• 3.4 million, 427 average (2000)

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Business Models and Strategy Approach

• Book takes the General Managers point of view
• General Managers primary responsibility is the
  performance of the organization
• Performance often means productivity,
  profitability
• Primary goal is to gain and maintain a
  competitive advantage
• Having a competitive advantage means better
  performance or out-performing rivals

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Determinants of Organizational Performance
Business Model Components and linkages
Dynamics
Change Properties Underpinnings
Performance
Environment Competitive Macro
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E-Business Performance
Internet Business Model Components and
linkages Dynamics
Internet Properties Underpinnings
Performance
Environment Competitive Macro
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Internet Business Processes
Attract
Inform
Personalize
Deliver
Customize
Transact
Interact
Pay
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MARKETING STRATEGIC DIRECTION
Operational Excellence
Product Leadership
Customer Intimacy
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Internet Business Models and Strategies
Business Model
Chapter 1 Introduction and overview
Chapter 4 Components of a business model
Chapter 5 Dynamics appraisal of business
models Chapter 6 Value configurations and the
Internet Chapter 7 Valuing and financing
Internet start-ups
Internet
Chapter 2 Overview of Internet technology and
value network Chapter 3 Competitive
landscape-transforming properties of the Internet
Performance
Chapter 8 Competitive and macro environments
Chapter 9 The general manager and the
Internet Chapter 10 Sample analysis of an
Internet business model case
Environment
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Challenge Questions

• Think about the determinants of
  business performance in the context of DoD
  performance and answer the following questions.
• a.How does the concept of business model apply to
  the DoD context?
• i.      Who are the customers?
• ii.      How is value defined?
•  iii.      How does DoD sustain competitive
  advantages?
• iv.      What are the components and linkages in
  the DoD context?
•  v.      What are the dynamics of DoD components
  and linkages in the DoD context?
• b. What is the competitive environment of the
  DoD?
• i.      What are the competitors business
  models?
• ii.      How can the concepts of price, cost,
  profits be applied to the DoD environment?
• iii.      What is the DoD macro environment?
• c. What are the sources of change in the DoD
  environment?

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Sources of Change
Condition
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Defense Transformation

• Revolution in Business Affairs
• Increase speed, agility, efficiency,
  effectiveness
• How? Whats the operational plan? When do we
  declare victory? How do we sustain the effort?
• Revolution in Military Affairs
• Attracting and retaining key personnel through
  enrichment, benchmarking and sharing best
  practices and quickly embedding them in processes
  
• How can this be operationalized? What will be
  different as a result?
• Revolution in Educational Affairs
• Meeting needs with quick, flexible through new
  training channels (e.g., distance learning,
  online modules, custom programs) improving
  retention
• How do we know if the new learnings are making it
  into real operations?

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Web Information Operations

• IO can target or exploit any type of information
  medium - Internet
• Non-lethal weapon system
• Web based IO can support defined policy
  objectives
• Take the offensive
• Web operations can beat the media
• Do it better than our opponents

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Web Information Operations

• Key to success Target audience identification
  and understanding
• Specific Web capabilities
• Provide factual or misleading info to users
• Solicit info from users
• Convey a persuasive message to users
• Broadcast a message to selected users
• Means to conduct dialogue exchange with users
• Serve as a front-end to learn about the interests
  of users
• Present customized info to users based on a user
  profile

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Pertinent Postings

• Gain insight into issues and perceptions of
  target audience
• Drives content
• A clear assessment of image through analysis of
  media coverage, Internet presence and the direct
  thoughts of interested parties
• How to maximize effectiveness

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Conclusions

• E-Business is having a profound effect on
  industry
• It will have a profound effect on
  Defense-Government
• E-Business technology is enabling new Business
  models and strategy new components and linkages
• E-Business technology, when incorporated in
  business models and strategy, can provide
  competitive advantages to industry and
  defense-government
• E-Business Principle Disintermediation of time
  and place