Bài giảng E-commerce business, technology, society - Chapter 4: Building an E-Commerce Web Site

E-commerce Kenneth C. LaudonCarol Guercio Traverbusiness. technology. society.seventh editionCopyright © 2011 Pearson Education, Inc.E-commerce: Business. Technology. Society.Copyright © 2011 Pearson Education, Inc.Chapter 4: Building an E-commerce Web SiteCopyright © 2010 Pearson Education, Inc.Slide 4-*Chapter 4Building an E-commerce Web SiteCopyright © 2011 Pearson Education, Inc.Copyright © 2011 Pearson Education, Inc.Tommy Hilfiger Right-Sizes Its Web StoreClass DiscussionWhat are the factors you should take into account when sizing a Web site’s infrastructure?Why are peak times an important factor to consider?What reasons were behind Hilfiger’s choice of ATG for its Web site solution?How can operators of smaller sites deal with the right-sizing issue?Slide 4-*Copyright © 2011 Pearson Education, Inc.Building an E-commerce Site: A Systematic ApproachMost important management challenges:Developing a clear understanding of business objectivesKnowing how to choose the right technology to achieve those objectivesSlide 4-*Copyright © 2011 Pearson Education, Inc.Pieces of the Site-Building PuzzleMain areas where you will need to make decisions:Human resources and organizational capabilitiesCreating team with skill set needed to build and manage a successful siteHardwareSoftwareTelecommunicationsSite designSlide 4-*Copyright © 2011 Pearson Education, Inc.The Systems Development Life CycleMethodology for understanding business objectives of a system and designing an appropriate solutionFive major steps:Systems analysis/planningSystems designBuilding the systemTestingImplementationSlide 4-*Copyright © 2011 Pearson Education, Inc.Web Site Systems Development Life CycleFigure 4.2, Page 209Slide 4-*Copyright © 2011 Pearson Education, Inc.System Analysis/PlanningBusiness objectives: List of capabilities you want your site to haveSystem functionalities: List of information system capabilities needed to achieve business objectivesInformation requirements: Information elements that system must produce in order to achieve business objectivesSlide 4-*Copyright © 2011 Pearson Education, Inc.Table 4.1, Page 210Slide 4-*Copyright © 2011 Pearson Education, Inc.Systems Design: Hardware and Software PlatformsSystem design specification: Description of main components of a system and their relationship to one another Two components of system design:Logical designData flow diagrams, processing functions, databasesPhysical designSpecifies actual physical, software components, models, etc.Slide 4-*Copyright © 2011 Pearson Education, Inc.Logical Design for a Simple Web SiteFigure 4.3 (a), Page 212Slide 4-*Copyright © 2011 Pearson Education, Inc.Physical Design for a Simple Web SiteFigure 4.3 (b), Page 212Slide 4-*Copyright © 2011 Pearson Education, Inc.Build/Host Your Own versus OutsourcingOutsourcing: Hiring vendors to provide services involved in building site Build own vs. outsourcing:Build your own requires team with diverse skill set; choice of software tools; both risks and possible benefitsHost own vs. outsourcingHosting: Hosting company responsible for ensuring site is accessible 24/7, for monthly feeCo-location: Firm purchases or leases Web server (with control over its operation), but server is located at vendor’s facilitySlide 4-*Copyright © 2011 Pearson Education, Inc.Choices in Building and HostingFigure 4.4 Page 213Slide 4-*Copyright © 2011 Pearson Education, Inc.Insight on BusinessCurly Hair and MotorMouths:Getting Started on the CheapClass DiscussionHow does a small, niche Web site become profitable? What is the primary source of income for these kinds of sites?What benefits are there to starting a business in a recession?Slide 4-*Copyright © 2011 Pearson Education, Inc.Testing, Implementation, and MaintenanceTestingUnit testingSystem testingAcceptance testingImplementation and maintenance: Maintenance is ongoingMaintenance costs: Parallel to development costs BenchmarkingSlide 4-*Copyright © 2011 Pearson Education, Inc.Factors in Web Site OptimizationFigure 4.7, Page 220Slide 4-*Copyright © 2011 Pearson Education, Inc.Web Site BudgetsFrom $5,000 to millions of dollars/yearComponents of budget:System maintenanceSystem developmentContent design & developmentHardwareTelecommunicationsSoftwareSlide 4-*Copyright © 2011 Pearson Education, Inc.Simple versus Multi-tiered Web Site ArchitectureSystem architecture Arrangement of software, machinery, and tasks in an information system needed to achieve a specific functionalityTwo-tierWeb server and database serverMulti-tier Web application serversBackend, legacy databasesSlide 4-*Copyright © 2011 Pearson Education, Inc.Two-Tier E-commerce ArchitectureFigure 4.9(a), Page 222Slide 4-*Copyright © 2011 Pearson Education, Inc.Multi-tier E-commerce ArchitectureFigure 4.9(b), Page 222Slide 4-*Copyright © 2011 Pearson Education, Inc.Web Server SoftwareApacheLeading Web server software (54% of market)Works only with UNIX, Linux OSsMicrosoft’s Internet Information Server (IIS)Second major Web server software (25% of market)Windows-basedSlide 4-*Copyright © 2011 Pearson Education, Inc.Table 4.3, Page 224Slide 4-*Copyright © 2011 Pearson Education, Inc.Site Management ToolsBasic toolsIncluded in all Web serversVerify that links on pages are still valid Identify orphan filesThird-party software and services for advanced site managementMonitor customer purchases, marketing campaign effectiveness, etc.e.g. WebTrends Analytics 9, Google AnalyticsSlide 4-*Copyright © 2011 Pearson Education, Inc.Dynamic Page Generation ToolsDynamic page generation: Contents of Web page stored as objects in database and fetched when neededCommon tools: CGI, ASP, JSPAdvantagesLowers menu costsPermits easy online market segmentationEnables cost-free price discriminationEnables Web content management system (WCMS)Slide 4-*Copyright © 2011 Pearson Education, Inc.Application ServersWeb application servers: Provide specific business functionality required for a Web siteType of middlewareIsolate business applications from Web servers and databasesSingle-function applications increasingly being replaced by integrated software tools that combine all functionality needed for e-commerce siteSlide 4-*Copyright © 2011 Pearson Education, Inc.Table 4.4, Page 228Slide 4-*Copyright © 2011 Pearson Education, Inc.E-commerce Merchant Server SoftwareProvides basic functionality for online salesOnline catalogList of products available on Web siteShopping cartAllows shoppers to set aside, review, edit selections and then make purchaseCredit card processingTypically works in conjunction with shopping cartVerifies card and puts through credit to company’s account at checkoutSlide 4-*Copyright © 2011 Pearson Education, Inc.Merchant Server Software PackagesIntegrated environment with most of functionality neededKey factors in selecting a packageFunctionalitySupport for different business modelsBusiness process modeling toolsVisual site management and reportingPerformance and scalabilityConnectivity to existing business systemsCompliance with standardsGlobal and multicultural capabilityLocal sales tax and shipping rulesSlide 4-*Copyright © 2011 Pearson Education, Inc.Building Your Own E-commerce SiteOptions for small firmsHosted e-commerce sites, e.g. Yahoo’s Merchant SolutionsSite building toolsE-commerce templatesOpen-source merchant server softwareEnables you to build truly custom siteRequires programmer with expertise, timeSlide 4-*Copyright © 2011 Pearson Education, Inc.Choosing the Hardware for an E-commerce SiteHardware platform: Underlying computing equipment that system uses to achieve e-commerce functionalityObjective:Enough platform capacity to meet peak demand without wasting moneyImportant to understand the different factors that affect speed, capacity, and scalability of a siteSlide 4-*Copyright © 2011 Pearson Education, Inc.Right-Sizing Your Hardware Platform: The Demand SideDemand is the most important factor affecting speed of siteFactors in overall demand:Number of simultaneous users in peak periodsNature of customer requests (user profile)Type of content (dynamic versus static Web pages)Required securityNumber of items in inventoryNumber of page requestsSpeed of legacy applicationsSlide 4-*Copyright © 2011 Pearson Education, Inc.Table 4.7, Page 233Slide 4-*Copyright © 2011 Pearson Education, Inc.Degradation in Performance as Number of Users Increases-Resource UtilizationFigure 4.11 (a), Page 235Slide 4-*Copyright © 2011 Pearson Education, Inc.Slide 4-*Figure 4.11 (b), Page 235Degradation in Performance as Number of Users Increases-Number of ConnectionsCopyright © 2011 Pearson Education, Inc.The Relationship of Bandwidth to HitsSlide 4-*SOURCE: IBM, 2003.Figure 4.13, Page 237Copyright © 2011 Pearson Education, Inc.Right-Sizing Your Hardware Platform: The Supply SideScalability: Ability of site to increase in size as demand warrantsWays to scale hardware:VerticallyIncrease processing power of individual componentsHorizontallyEmploy multiple computers to share workloadImprove processing architectureSlide 4-*Copyright © 2011 Pearson Education, Inc.Table 4.8, Page 237Slide 4-*Copyright © 2011 Pearson Education, Inc.Vertically Scaling a SystemFigure 4.14, Page 238Slide 4-*Copyright © 2011 Pearson Education, Inc.Horizontally Scaling a SystemFigure 4.15, Page 239Slide 4-*Copyright © 2011 Pearson Education, Inc.Table 4.9, Page 240Slide 4-*Copyright © 2011 Pearson Education, Inc.Other E-Commerce Site ToolsWeb site design: Basic business considerationsEnabling customers to find and buy what they needTools for Web site optimizationSearch engine placementMetatags, titles, contentIdentify market niches, localize siteExpertiseLinksSearch engine adsSlide 4-*Copyright © 2011 Pearson Education, Inc.E-commerce Web Site Features that Annoy CustomersFigure 4.16, Page 241Slide 4-*SOURCE: Based on data from Hostway Corporation’s survey, Consumers’ Pet Peeves about Commercial Web Sites, Hostway Corporation, 2007.Copyright © 2011 Pearson Education, Inc.Table 4.10, Page 242Slide 4-*Copyright © 2011 Pearson Education, Inc.Tools for Interactivity and Active ContentWeb 2.0 design elements: Widgets, MashupsCGI (Common Gateway Interface)ASP (Active Server Pages)Java, JSP, and JavaScriptActiveX and VBScriptColdFusionSlide 4-*Copyright © 2011 Pearson Education, Inc.Personalization ToolsPersonalizationAbility to treat people based on personal qualities and prior history with siteCustomizationAbility to change the product to better fit the needs of the customerTools to achieve personalization: CookiesSlide 4-*Copyright © 2011 Pearson Education, Inc.The Information Policy SetPrivacy policySet of public statements declaring how site will treat customers’ personal information that is gathered by siteAccessibility rulesSet of design objectives that ensure disabled users can affectively access siteSlide 4-*Copyright © 2011 Pearson Education, Inc.Insight on SocietyDesigning for Accessibility with Web 2.0Class DiscussionWhy might some merchants be reluctant to make their Web sites accessible to disabled Americans?How can Web sites be made more accessible?Should all Web sites be required by law to provide “equivalent alternatives” for visual and sound content?Slide 4-*Copyright © 2011 Pearson Education, Inc.All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice HallCopyright © 2011 Pearson Education, Inc.