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2	To be eBusiness Ready…. a company must integrate internal and external business processes that take advantage of information to compete in the digital / networked marketplace.
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4	Workshop Topics Factors affecting the development of an eBusiness strategy. Resources required to build an eBusiness foundation. Claiming a domain name. Designing a website. Evaluating Internet traffic. EDI, eCommerce, and eBusiness. Website recognition. Internet security. The process for implementing an eBusiness Strategy. …others as identified by the interests of workshop participants….
5	Why are companies adopting eBusiness strategies? Expanding global marketplace Evolving business relationships Increased demands for rapid response customer service Improved communications with the participants in the selling chain Accelerated supplier communication Enhanced internal departmental integration The need for access to information (internal and external) for decision making Cost effective telecommunications ….many others…….
6	Resources Needed to Build an eBusiness Foundation Technology Infrastructure Personal Computers, Local Area Network, Server and Client Software, TCP/IP Connection. Money to support the purchase and customization of software, the acquisition of hardware, training of staff, and possibly the outsourcing of eBusiness services. Time to reasonably deliver on an implementation schedule. Personnel to develop and execute eBusiness plans as well as to support in-house and on-line users.
7	First – “Internet – Protocols and Tools”
8	The “Internet” created in late 60’s - early 70’s by the U.S. Department of Defense a wide area of connected computer networks running TCP/IP (transmission control protocol/internet protocol) services as defined by the IETF (Internet Engineering Task Force). Continues to grow in importance each business day
9	Internet Content Delivery Internet Server Software HTTP – Web Server Email Server FTP Server Collaboration Server Newsgroup / Discussion Boards Audio Video eCommerce Application Server Internet Client Software Email Web Browser File Transfer Protocol Tools Collaboration / conferencing applications (Netmeeting) ….many, many more
10	Introductory eBusiness – Lessons in the Use of the Internet
11	eBusiness Lesson #1 Claim Your Domain Name – It’s your corporate identity. Look for a natural fit with your business name. http://www.networksolutions.com Protect all trademarks, including model names. Claim .com, .org, and .net to protect the uniqueness of your domain name. Consider claiming common misspelling of your domain name. Claim the common name if you can. ie – http://www.hockeystick.com
12	eBusiness Lesson #2 Begin with a modest Internet strategy. Typical stages include: Getting connected – dial-up, ISDN, DSL, Cable Router, 56k or T1. A website that provides quality marketing and customer service information. Email for the company domain. Transaction processing. Business to Consumer Business to Business Business to Government
13	eBusiness Lesson #3 Accelerate your eBusiness involvement by using solutions that are readily available. How do your business partners want to interact with you? How do you want to interact with them? Existing online services from current business partners. (banking, travel, EDI) Facilitated through Internet aggregators – eProcurement sites. http://www.manufacturing.net Integrated with existing financials. http://www.greatplains.com/ebusiness Check with your current software vendor….
14	eBusiness Lesson #4 Make sure your organization is “eBusiness Ready”. Do you have the capacity to fulfill orders in a timely manner? How will you handle follow-up customer service? Choose the host for your eBusiness initiative after carefully assessing your interaction needs and technology capabilities. Internet Service Provider – ISP Commerce Service Provider – CSP Application Service Provider - ASP Internally on your own network
15	eBusiness Lesson #5 Model your eBusiness Web interface to your business partners after an industry leader. Identify sites with a visual design that will give a developer an understanding of your expectations. Examine the websites of your competitors. Leverage the design characteristics of your existing print marketing materials in the design process. Build an information rich site (Contact info., FAQ’s, Company History, Customer Service) Don’t save money on graphics. Blend color and supporting images to match the marketing message you wish to portray to the public. Compress your images for speed. When working with a printer, request a copy of all graphic files in an Internet format. (gif, jpeg, png)
16	eBusiness Lesson #6 Analyze information from your site visitors/users. Identify the pages and products that are generating the greatest amount of interest. Redesign your site to take advantage of the marketing information collected by your site. Tools like WebTrends and Microsoft Site Server are underutilized. http://www.webtrends.com Get an email address. It makes one-to-one correspondence possible.
17	eBusiness Lesson #7 Build your eBusiness enterprise with a commitment to security. To assure data and system integrity Managed with tools of encryption, certificate exchange, signed receipt, verification…
18	eBusiness Lesson #8 Be Patient with Your Expectations If you’re marketing direct to a consumer audience, aggressively promote your eBusiness enabled storefront to the search engines of the Internet. Personalize your visitors by collecting information from them so that you can feedback to them information that they request. Give company staff as well as business partners time to fully embrace your online business rules.
19	Short Break: Up Next – eBusiness History
20	eBusiness Evolution Stage #1 - EDI – Electronic Data Interchange Stage #2 - eCommerce Stage #3 - eBusiness
21	Stage #1 – Electronic Data Interchange (EDI) the standards based (ASC X12 and UN/EDIFACT) application to application transfer of business documents between computers and business partners. Site of Interest http://www.disa.org
22	EDI Benefits Increases Accuracy and Reduces Errors Minimizes Paper Use Saves Time and Money Builds Partnership Foundation ….others?????
23	EDI Delivery Systems VAN - Value Added Network a third-party entity facilitates the electronic exchange of information and payments between subscribers and their trading partners. Over 90% of Fortune 1,000 firms use EDI But only 5% of smaller firms do very secure - very mature ..often criticized as costly and technical the Internet - Web Based Communications System standards still being defined – XML (eXtensible Markup Language)/EDI merged technologies hold promise in facilitating the movement of business documents has the potential to dramatically reduced costs offers the opportunity to eliminate the third party intermediary. …will not replace the VAN…..
24	How does EDI work? Starts with a choice of a Value Added Network (VAN), trading partner agreement, and EDI software choice. An electronic document is prepared. Translator software prepares the document for transmission. (with all data and security provisions) The electronic document is delivered to an intermediary over a communications system. (VAN or Internet) The trading partner retrieves the document. The partners EDI translation software opens the document and prepares the data into a format to be read by the applications software. Notifications are generated and the transaction is completed.
25	Basic EDI Transaction Flow
26	Stage #2 – Electronic Commerce the buying and selling of information, products, and services via computer networks. Sites of Interest http://www.ecommercetimes.com http://www.internet.com
27	Business to Consumer eCommerce Online stores – http://www.walmart.com - http://www.amazon.com - http://www.cdw.com – http://www.crutchfield.com - http://www.landsend.com Online auctions – http://www.ebay.com Travel services, electronic print - magazine & newspaper subscriptions, event tickets, employment services, etc. etc. – http://www.priceline.com - http://www.ticketmaster.com - http://www.nwa.com - http://www.nytimes.com Stock Trading – http://www.schwab.com - http://www.ml.com Credit Card Support Services – http://www.firstusa.com Full Online Banking and Checking – http://www.usbank.com – http://www.wellsfargo.com …..others…..(see http://www.forrester.com for power rankings)
28	Business to Business eCommerce EDI – http://www.harbinger.com – http://www.geis.com – http://www.rosettanet.org eProcurement Aggregation– http://www.ariba.com - http://www.dell.com - http://www.works.com – http://www.manufacturing.net Information Support Services – http://www.microsoft.com - http://www.hoovers.com Full Online Banking and Checking – http://www.usbank.com – http://www.wellsfargo.com Supply Chain and Sales Channel Integration – http://www.internetwk.com/trans/default.html B2B Application Service Providers - http://www.i2.com - http://www.manugistics.com …..others…..
29	Building the Sales Interface Exercise Problem – “to build an Internet/Web based sales interface to a business-to-business channel or dealership network” Software – a catalog building program
30	Business to Government eCommerce EDI – http://www.disa.org - http://www.harbinger.com – http://www.geis.com - eProcurement – http://nais.nasa.gov/fedproc/home.html Information Resources – Commerce Business Daily – http://cbdnet.access.gpo.gov/index.html Federal Electronic Commerce Program Office – http://ec.fed.gov Joint Electronic commerce Program Office – http://www.acq.osd.mil/jecpo/ Small Business Administration – http://www.sba.gov National Institute of Standards and Technology – http://www.nist.gov
31	Stage #3 – eBusiness A business design that exploits the combined power of the Internet and information technology to fundamentally transform key business strategies and processes. Sites of Interest http://www.ebcentral.com http://www.cio.com/forums/ec/
32	Components of an eBusiness System Computers – Workstations – Servers - Terminals – data entry and communications devices……. Local Area Network Wide Area “Internet” Telecommunications connectivity Messaging Software Internet / Intranet / Extranet Website Financial Applications Knowledge Management System Human Resource Management Software Customer Resource Management Software Enterprise Resource Planning Software Secure Electronic Payment System Support Services of all kinds….. …….others……
33	Short Break: Up Next – “Searching the Web and Corporate Website Promotion”
34	Types of Internet Search Services Search Engines Work with "spiders" or "crawlers” Search engines visit web sites to create catalogs of web pages automatically, indexing and storing information about web pages to their database Directories Directories are created by humans Sites must be submitted, evaluated, and if selected, assigned to an appropriate category or categories Classified Indexes Paid and free classified indexes and link listings Portals Search engines with an associated directory, and often an email and news services. Now working to be a Knowledge Management resource that are more than expanded FAQ and link centers. Vortals A vertical industry portal with knowledge systems characteristics.
35	How do companies and people find your website? Direct Universal Resource Locator (URL) address entry Category Listing in a Directory Simple keyword searches to an engine Advanced searches of a service “Boolean logic" - a system for searching and retrieving information from computers by using and combining terms such as AND, OR, and NOT to sort data
36	Marketing your website. How to get your website listed by search services.
37	Site Recognition Lesson #1 In the development of your Website, pay attention to the factors that will score your work. Page Title Keywords Meta Tags Page content
38	Site Recognition Lesson #2 Make sure the index or default web page is relevant. A web page must be relevant to the information being cataloged and eventually searched The search engine spider/robot crawls to your web page and extracts relevant keywords and information from the page. It then compares for relevancy. Text not graphics is indexed Meta tags are not supported by all search services Keywords should be used in the title and the first paragraph
39	Site Recognition Lesson #3 Carefully select your “Keywords” Compile a list of about 20 relevant keywords Focus on key phrases that you think people will use to find your web site 2 or 3 word phrases are best “search terms” Unusual terms do well, be specific Avoid “dead words” – free, internet, the, quality Test search your relevant targeted keywords Check your results How did your competitors compare?
40	Site Recognition Lesson #4 Use a combination of resources to build traffic to your web site Plan multiple strategies for obtaining short and long term web traffic growth, including: intelligent web page design search engine registration vortal registration / investment bulk electronic mail through a distribution list print and broadcast placements list or point out your web address press releases include your web address …others????
41	Site Recognition Lesson #5 Don’t play games, play tricks or mislead Know the rules about - “spam” submitting too often, hidden text, tiny text, excess repetition Never submit your site to any engine or directory until it is completely ready for submission Be selective in your use of frames, image maps, and dynamic pages
42	Site Recognition Lesson #6 Promote your website on a regular basis. Register with key search engines Use a site promotion service Use site promotion software
43	Short Break: Up Next – “Internet Security”
44	What are some of the potential security threats and problems? Data destruction or modification Interference or interception of network traffic Theft or viewing of privileged information Execution of unauthorized transactions Installation or transfer of malicious applications or viruses
45	Four Dimensions of Security Concern The Personal Computer (Windows 3.1/95/98/NT/2000, Unix/Linux, MacOS) The Local Area Network (Novell, Windows NT/2000, Unix/Linux, OS-400) The Wide Area Network (Internet or VAN) The Transaction to take place over the WAN that will interface with your LAN
46	Considerations and methods of managing Local Area Network security Create an Acceptable Use Policy for company employees. Require complex passwords Design a hierarchy of group permissions, assigning users to groups Carefully implement your file and folder shares, understanding the security methods of your Network Operating System (NOS) Monitor your server event logs, watching for potential security breaches Consider purchasing or hiring a firm to run Security Analyzer software on your LAN
47	Migrating from an isolated LAN to a 24 / 7 Internet connected LAN Investigate security concerns unique to your external connection Dial-up, Frame Relay, xDSL, T-1, Wireless, etc. HTTP and FTP – hosting your web site HTTP is quite secure - Microsoft Front Page Extensions present different security concerns FTP is a very unsecured protocol – passwords are sent in plain text and users are given permission to place files via the Internet on your computer
48	LAN/WAN Security Technologies A Firewall – a computer, router or other communications device which filters access to a protected network. A Proxy Server – is a computer that acts as the sole identifier for your entire domain or whatever clients you place behind the firewall or on your network. It operates as a logical block between your clients and the rest of the Internet. (your network essentially operates with a single valid IP address for all users) Intrusion Detection Software - running on your Local Area Network, examining internal and external activity on your system that is traditionally associated with hacking and data reliability risk.
49	Standards for Secure eCommerce Transactions Encryption (cryptography) The translation (scrambling) of data into a secure code Secure Sockets Layer (SSL) A transport mechanism for an encrypted session between a browser and a server Session only valid once, if SSL connection is broken a new session must start Well tested technology, widely supported by browsers and web servers Cost of implementation is lowest Requires a Digital Certificate to enable the encrypted session
50	New standards for secure eCommerce transactions Secure Electronic Transactions (SET) First commercial implementation in December 1997 Accepts eWallet credentials Not yet widely deployed Provides better mechanism for automatic verification of credit cards Both the merchant’s web store and the customer’s credit card are required to have digital certificates Drawbacks may be the learning curve for customers, may not be widely adopted in C2B but may be popular for B2B Not turnkey – expensive to implement
51	Technologies used in Private WAN security implementations Virtual Private Networks (VPN) a network that is constructed by using public wires (Internet) or a LAN to connect nodes. These systems use tunneling, encryption, and other security mechanisms to ensure that only authorized users can access the network and that the data cannot be intercepted. Typically uses the PPTP protocol Internet Protocol Security – IPSec a set of protocols developed by the Internet Engineering Task Force (IETF) to support secure exchange of packets at the IP Transport layer. IPsec can be used with the L2TP protocol to implement Virtual Private Networks (VPNs). IPsec supports two encryption modes: Transport and Tunnel. Transport mode encrypts only the data portion (payload) of each packet, but leaves the header untouched. The more secure Tunnel mode encrypts both the header and the payload. On the receiving side, an IPSec-compliant device decrypts each packet.
52	Time to Reflect - Transforming the Enterprise Carefully build your eBusiness strategy by examining internal and external business partnerships and operations.
53	Process for Implementing an eBusiness Strategy - Assessing Your eBusiness Readiness Awareness Training Business Analysis Requirements Analysis Design Implementation Integration and Validation Maintenance
54	Meeting the Challenge of an eBusiness Project Implementation Define listen to the desired goals, learn the business processes, digest the parameters and challenges, and propose solutions that exceed a companies needs but not their budget. Design plan the scope and the detailed requirements of the project, including the systems, architecture, hardware and software and infrastructure needed to achieve the goals of the eBusiness implementation. Develop build the application and infrastructure according to the design plan, integrate the eBusiness applications with new and existing systems, and identify business issues to be addressed to ensure a successful deployment. Deploy implement under a reasonable timeframe, make certain site management, maintenance, and support procedures are in place and eBusiness operations function as planned.
55	Some Concluding Thoughts Be responsive to your business partners. Install eBusiness technologies that meet your business needs. Costs of solutions vary significantly. Invest time in exploring your eBusiness options. High speed access to the Internet is an eCommerce enabler. Cable, DSL, and T1 solutions are cost effective and widely available. Even though standards are still not clearly defined and software is often first generation, the risks associated with not starting to use eBusiness technologies is far greater than the risks of getting started and needing to modify or upgrade as standards and technologies develop.
56	Additional Information The National Institute of Standards and Technology – Manufacturing Extension Partnership – in cooperation with: