1. “A modern business
methodology ... to cut costs while
What’s improving the quality of goods and
Electronic services and increasing the speed of
service delivery.”
Commerce?
Frontiers of Electronic Commerce
Ravi Kalakota, and Andrew B. Whinston

2. Evolution of Electronic Commerce
From VANS to Internet
Electronic Commerce has, so far, meant
electronic data interchange (EDI) over Value
added Networks (VANS) used by corporate
organisations. That was computer-to-computer
exchange of routine business documents in a
standard format. Now, it has the scope to use the
Internet too as the medium. The Internet enables
customers, partners and users to access a
company’s EDI network, which earlier was
closed to smaller companies, simply because of
the costs involved.

3. Evolution of Electronic Commerce
From VANS to Internet
While the Internet speeds up transaction
times, another advantage it has over EDI
transactions conducted over a private network
is the connect charges applicable.
Traditionally, VAN providers charge for EDI
on a per-transaction basis. Organisations that
use EDI therefore tend to send transactions in
a batch to their customers once a day. Over
the Internet where all connect charges are
fixed, Organisations can well afford to send
transactions at any time they want to, thus
enabling real time commerce.

4. How can E-commerce be used?
Community-based services: Payment of utility
bills, traffic fines, donations to charity etc.
Shopping: Buying and selling goods and
services
Communication: E-mail, Net telephony
products can be commerce-enabled and
serviced via the Net.
Biz-to-Biz applications where the purchase
orders are generated and seamlessly integrated
with EDI systems.

5. Electronic Trade
A recent report by the Organisation for
Economic Co-operation and Development
(OECD) predicts Internet trading will grow
from today’s estimated $500 million to $5
billion by 2001. In keeping with the trend
worldwide, India has entered into over 50 tax
treaties to follow the flow of the increasingly
seamless worldwide electronic trade.
With emerging payments standards such as
the Secure Electronic Transaction (SET)
protocol, E-Commerce practises are
reportedly reaching the end of usefulness
rapidly.

12. Trends in Electronic Commerce
Even though fewer than one in five of the
largest retailers in the U.S. sell their wares
on the Internet, consumers managed to
spend more than $10 billion shopping on
the Web in 1997. Over 10% of that was
spent at a single Website--NetMarket, an
online discount service created for its dues-
paying members by CUC International.
NetMarket handled over $1.2 billion in
sales last year.

13. NEW CAPABILITIES THE INTERNET
BRINGS TO COMMERCE
The Internet will augment electronic commerce
already being conducted between businesses--at a
much lower cost--as well as will dramatically increase
electronic commerce conducted with consumers.
Critical issues such as how to handle electronic
payment, security, privacy, and fraud prevention are
being addressed with reliable commercial software,
and businesses are beginning to use information
technology on the Internet to exploit the advantages of
conducting business electronically. Increasingly,
business people are discovering important bottom-line
benefits on the Web, including:

14. NEW CAPABILITIES THE INTERNET BRINGS TO COMMERCE
Speedier, more accurate transactions
through customer self-service
The Internet can save time and money and improve
accuracy by eliminating middlemen who offer little added
value. We will eventually see complex, multiparty
transactions conducted over the Internet with no human
interaction at intermediate levels whatsoever. As a result
of one click by the end-consumer, the order will be placed,
paid for, the product depleted from inventory, the
shipment arranged, replacement components ordered
from suppliers, and a replenishment order initiated. As an
example, an airline's Web site may perform the simplest
duties of a travel agent--provide access to timetables and
fares, and make single-provider reservations--thus
removing the agent as an intermediary.

15. NEW CAPABILITIES THE INTERNET BRINGS TO COMMERCE
Broader reach, larger potential
customer base
Retailers who embrace the Web enjoy the potential--and
challenge--of selling to an ever-growing community of well-
informed shoppers. Geographic boundaries become all but
irrelevant (although state taxes and import duty can still apply)
and operating hours are limited only by the software and
hardware behind the Web site. As has often been observed, the
Web is a great equalizer for businesses just starting up and
facing very large competitors. For example, in the case of an
on-line bookstore like www.amazon.com, the vastly larger
population of potential customers on the Web renders it
feasible for that single "store" to house a physical inventory not
otherwise practical for a startup operation, and thus offers what
previously only the "big guys" could.

16. NEW CAPABILITIES THE INTERNET BRINGS TO COMMERCE
Better and richer information for the business,
partners, suppliers, and consumer customers
The Web delivers text, images, voice, and video to WAN-and
LAN-connected users, organized onto hyperlinked HTML
pages. This wide range of options enable the consumer or
purchasing agent to view and interact with the business in the
most appropriate, polished, appealing, and information-rich
way. For example, a sophisticated Web server can personalize
the catalog a given inquirer sees. Better and more consistently
than any user registration card can, a Web site can capture and
analyze the buyer's behavior for future planning, dynamic
personalized marketing, and loyalty schemes. It can involve
customers, partners, and suppliers in ways previously thought
to be difficult or impossible (e.g., accept customer-furnished
book reviews, support chat and e-mail for user groups,
dynamically and automatically launch a sale based on the past
24-hours' buying patterns, etc.). A net-connected consumer,
business customer, or supplier can train the business' Web site
to keep special interests in mind and proactively notify the
buyer via e-mail of relevant business changes.

17. E-Commerce and India
While some blame the high cost of
implementation, others worry about the lack
of security. The systems needed to transact
over the Net are in the early stages of
development and are still costly and
complicated for Indian Businesses to use. But
it’s clear that E-Commerce is in, and the
combination of the Internet and the EDI
(Electronic Data Interchange) is the next step
in building competitive advantage.

18. EXAMPLES OF ELECTRONIC
COMMERCE TODAY
If we consider some of the goals of businesses with
regards to electronic commerce: higher revenues
through exposure to additional customers; cost
reduction; lower product cycle times; faster customer
response; and improved service quality, we see how
dramatically a company's bottom line can be
influenced with the addition of electronic commerce.
A number of pioneering firms are implementing
electronic commerce solutions today and are finding
new ways to save and make money.

19. Success stories...
Lucent Technologies
Business-to-Consumer Electronic Commerce
Lucent Technologies is using Oracle Universal
Server and Oracle Web Application Server to
power a high-traffic Internet commerce site for
marketing and selling its business communications
products. The site allows Lucent customers to
browse up-to-the-minute information and images
representing more than 1,000 Lucent products and
place orders securely on-line.

20. Success stories...
Lucent Technologies-2
Built in only six weeks, Lucent launched the site in July
1996 at www.lucentdirect.com and has been continually
upgrading the site without any performance hits. Lucent
product managers are able to easily make updates on-line,
such as price increases or product description changes, by
simply entering the system through their browser, using a
password, and making changes instantaneously to Lucent's
electronic catalog in a word-processor format. The
system's complexity is transparent to Lucent product
managers who, with the proper security checks, can
maintain their own content in a timely manner. This avoids
involving an HTML programmer who would have to make
those changes for the entire company.

21. Success stories...
Lucent Technologies-3
"Our customers and employees don't need to know
the technology behind the site. The consumer
wants to know that the information they are
getting is correct and they don't want to wait for
it; otherwise, they will buy somewhere else.
Because our product managers are able to
maintain their own product content on the site,
updates are made quickly and easily. That
functionality helps to keep Lucent's site successful
and directly connects us with a whole new market,
saving us considerable time and money."
– Tom Catani, general manager of electronic
commerce, Lucent Technologies

22. Success stories...
In Focus
Business-to-Consumer Electronic Commerce
In Focus® is the world-wide leader in manufacturing
and developing multimedia projection products and
services that make it easy to project the power of
multimedia in business and sales presentations,
software demos, education and training, and
interactive workgroup meetings. The company uses
Oracle Applications (Financials and Manufacturing) as
the backbone of its business and uses the Web
Customers module to allow its distribution partners
(resellers) to track the progress and status of orders. In
Focus was able to install and customize Web
Customers in only eight weeks.

23. Success stories...
Chrysler Corp.
Chrysler Corp., by linking to its suppliers through a
Web-based network, reportedly saved more than
$1billion in cost of materials in 1997. By 2000,
Chrysler’s estimated annual average savings will
amount to $2 billion
The Internet is a tempting channel for a Bank which
can conduct an online transaction for five paise
versus RS 1.50 through a teller.
The biggest challenge for companies involved in
electronic commerce isn’t the technology-it’s
changing the corporate culture. “It requires an
organisation to be bold.”

24. Success stories...
Cisco
The Cisco Connection Web Site, now available in
14 languages and with 49 country pages, is
claimed to be the largest Internet Commerce Site.
John Chambers, President and CEO, Cisco
Systems Inc., predicts that E-Commerce will be
the primary means by which business will be
conducted in the next 10 years.
Cisco’s sale through the Web has touched $ of a
total of $ billion.

25. Success stories...
Dell Computers
Dell Computers made waves in
industry circles when they announced
that they sold over a billion dollars
worth of Personal Computers directly
off the Web in 1997.

26. Lessons learnt from the
Dell Experience
Increasing margins and revenues. Dell
understood that the web could take the
place of their customer call center replacing
sales representatives and technical support
staff. Phone and material costs decreased
while also speeding up the sales process.

27. Lessons learnt from the
Dell Experience
Value-added for the customer heightened
the web experience. The web also offered
new ways to help people choose computers
and price them without sending faxes of
information. Pricing and comparing
configurations became easier.

28. Lessons learnt from the
Dell Experience
Synergies with current business systems.
Even if the user doesn’t buy over the web,
the percentage of voice calls into Dell show
that a very high percentage did their pre-
sales “shopping” by visiting their web site!
Customers needed to spend less time with
representatives on the phone saving even
more money.

29. Lessons learnt from the
Dell Experience
The perfect target market for consumer
sales. The web demographics of young
professionals who already are computer
literate and disposed to a computer (by
being on the web) was a marketing match
made in heaven.

30. Lessons learnt from the
Dell Experience
The perfect way emerged for business
sales. Business users can also find their way
onto Dell’s site and Dell is now providing
internal “virtual” web stores within large
corporate Intranets to aid the purchasing
process. This is a new growth segment for
Dell’s web-based sales.

31. How do you Buy On-Line?
World Avenue, IBM’s electronic
shopping mall on the Web, being beta
tested, has been used to generate 5,500
orders from 200,000 online customers,
for some $275,000 worth of caps,
mugs and other Olympics
merchandise.

32. How do you buy Online?
•As you browse through the store, that
runs an ‘e-commerce server’, such as the
HP domain commerce server or is part of
an ‘electronic mall’, such as IBM’s
Net.Commerce, the server helps you
select an item (say an Olympic souvenir
mug), and place an order. Such servers
carry software to verify transactions,
perform accounting duties, guarantee
payments, and even create digital money.

33. How Do you pay Online?
Wishing to pay for the item, you send an
enciphered request for payment to your
bank/third-party payment provider. Your bank
will then remit to you, a secure packet of ‘e-cash’.
Using Cybercash’s wallet application , you send
an enciphered payment request to Cybercash’s
server. Once the credit is authorised by Cybercash
over secure lines to your bank, ‘money’ in Wallet
is used to complete the purchase.
(contd...)

34. How Do you pay Online?-2
You then send the exact amount of e-
cash needed to buy the Olympic
souvenir to the virtual store. The server
at the store then sends that packet of
cash to its bank. The merchant bank
then sends a request for transfer of
funds to your bank, which the latter,
after verification, performs. This is
where actual funds are transmitted
from your bank to the merchant bank.

35. Buying Books Online
All you do is to select the books you want to buy, and place an
order for them. You could then either pay for them through
your credit card, or pay for the books when you receive them.
Buying books from Amazon.com is thus much like buying
items from a catalogue. What’s more you can view the book,
and maybe read part or whole of it.
This Online Bookstore has become so popular, that not only is
it the number one bookseller on the web, but the number three
bookseller overall.As many as 2,260,000 surfers who visited
the web site bought books this quarter, an increase of nearly
50 percent from 1,510,000 customers account at the end of the
fourth quarter 1997, and an increase of 564 percent from
340,000 customers accounts at the end of the year ago first
quarter.

36. E-Commerce :
How a Transaction Takes Place-1
Here is an example of how an e-commerce transaction takes
place. Consider the following case study
Musba Book Suppliers has a large and good selection of
computer books; reference and computer-based training
materials. Sales are effected through the bookstore and an
on-line virtual bookstore at www.books.com.
Musba Book Suppliers wants to set up a web site in which
everything, from the moment a customer placed an order
to shipment of that order, was fully automated.
The challenging aspect was that the company ships some
200 books a day, and numerous transactions are called for

37. E-Commerce :
How a Transaction Takes Place-2
A customer order triggers a MS-Access stored query. The
customer sees real-time stock status on a HTML page. As
new titles arrive in the warehouse, a Microsoft Visual
Basic module loads incoming stock to the websites’
database. Another Visual Basic module copies the order to
the customer service database and removes the order
information from the web, for security reasons. A separate
Visual Basic Module processes the order; handles
customer service needs, and exports the information to a
system that calls the company’s credit card. This same
application also prints a packing slip, which goes to the
warehouse.

38. E-Commerce :
How a Transaction Takes Place-3
Warehouse staff pull the books ordered and type
the reference number into the shipping system,
which is linked by an ODBC connection directly
to the customer database. With the reference
number, the shipping system knows who the
customer is and where the books are going. The
warehouse staff attaches shipping labels which
goes to the shipping dock. A Visual Basic-based
application recognizes that the order has been
shipped and creates a “shipping confirmed” mail
message that is automatically sent to the customer.
The cycle is complete

39. 1 Consumer finds 6
something she wants to Verification and
buy at a “shop” on the remittance of actual
Net funds
Shop
2 Consumer sends on
enciphered request for
payment to her bank
The electronic bank Consumer’s Bank
3 sends back a secure Consumer
packet of e-cash Public Key
Merchant The shop
Server 5 sends the
packet of
cash to its
bank
Consumer
sends the e-
4 cash to the
shop Shop Merchant Bank

40. Agents and Intermediaries
To help organisations conduct business on the Web without
having to set up costly servers and devote dedicated
personnel to monitor orders and deliveries and other
transactions, a new breed of Agents or Internet E-commerce
Solution providers have sprung up.

41. Agents and Intermediaries
Another similar service provider’s site looks like this:

42. Good News, Bad News
Like any other technology, there’s good and bad news.
The good news is that E-Commerce is a round the clock
advantage for the customer. It will eventually become standard.
What’s more, e-commerce allows fast and flexible execution
and response to market opportunities. The Web enables a
company to introduce a new product, get immediate customer
reaction, refine and perfect it, all without incurring huge
investments in a physical distribution infrastructure. Companies
betting on E-Commerce have begun to learn about their
customer’s online buying habits.
The bad news is that customer reaction may actually be in
jeopardy. Led to believe they’re transacting in real-time, they
could become disillusioned and take their business to
competitors or back to the offline world if their order is not
fulfilled quickly.

43. How do you pay Online
How safe would it be to use your
Credit Card Online
While such a concern is shared by many users, the risk has now
been reduced. This has come about due to the development of
Secure Internet Protocols and Payment Systems, and Server
solutions that can handle electronic transactions.
The Secure Electronic transaction (SET) initiative that major
Credit-Card issuers Visa International and Master Card are
backing is expected to solve such security risks. The SET
project, obtaining assistance from Microsoft Corp., IBM Corp.,
Netscape Communications Corp., SAIC, GTE, Teresa Systems
and Verisign, aims to deliver a transparent encryption system
suitable for all electronic transactions using PCs. The use of
Public Key encryption may also go a long way in allaying users
fear of safety.

44. How do you pay Online
Pay Cash over the Net
The type of solutions available today include third-party
payment organizations and credit card payment system on the
Net. Digicash, France, was the first third party payment
organization, in 1994, to implement a virtual money system,
with which clients and merchants could transact business in
relative safety. Digicash and later third-party payment
organizations developed payment and merchant systems based
on the RSA security system for transmitting encrypted data
over the Internet. Taken in conjunction with the development of
secure internet protocols (Netscape Secure Sockets Layer,
Enterprise Integration Technologies’ Secure-HTTP, Master-
Card and Visa International’s SET and the Joint Electronic
Payment Initiative), third-party organizations have attracted
banks and Credit Card Companies to the Internet.

45. How do you pay Online
Cyber-cash
Some of the third party payment offerings now available are
CyberCash, Ecash, First Virtual Payment System and
Clickshare.
CyberCash is a realtime secure, digital signature-based
credit card authentication service, developed by CyberCash
Inc. It acts as an intermediary between the consumer, the
merchant and the credit card clearing house.
Ecash on the other hand is digital money that is downloaded
by an Ecash client from a participating bank and stored on a
customer’s local computer. Ecash can be spent at merchant
systems that accept it; accepting merchants, in turn, must
deposit Ecash receipts at a participating bank.
Of the credit card payment systems available now on the Net,
ICVERIFY, from ICVERIFY Inc. is the most popular.
ICVERIFY processes and authorises credit card transactions
online.

46. Duty Free on the Net
Last month, the World trade Organization came to a decision
to keep global electronic commerce duty free, and agreed to
evolve a programme to deal with its development on the
Internet. The new agreement, involving trade ministers of 132
countries, bars governments from collecting any tariffs on
such transactions for atleast a year. It ofcourse has incurred
wrath from non-governmental organizations since such an
exercise would benefit corporates of developed countries;
governments, by the way, would lose the option of a revenue
earning source.The Global Internet Project(GIP) presented
the European Union (EU) with its recommendations on e-
commerce last month. EU wants to develop a global charter
covering technical standards, illegal content, licenses,
encryption and data privacy on the Internet and other
Electronic networks.

47. Major components of E-COM
Shopping Cart (commerce server)
An application which helps the shopper to
browse through the product list and place an
order. Application should be capable of
maintaining the state information about the
shopper purchase details and his ID.It should
also be able to maintain the product list.
(Usually this is implemented with the help of
components(COM OBJECTS)). The
components interact with the database for
transaction processing.ASP provides support
for this.(Cookies too can be used for this).

48. Major components of E-COM
Payment module(Payment server)
Shoppers can make payments through credit
cards. Credit card No. is sent to the server
which can be stored in the database which
can be verified against a bank manually
later.
Another method is to use payment servers
which allows on-line verification of credit
card numbers with the bank. It also
provides mechanisms for checksum

49. Major components of E-COM
Security issues(security server)
Payments to the server is enabled with the help of a number of
security mechanisms
Browser-to-Web server data encryption and integrity with
SSL 3.0
Browser to database password authentication by use of
encrypted digests (Kerberose,Identix,Cybersafe)
Protection for corporate databases with protocol-enabled
firewalls proxying and authenticating user connection
requests (Oracle has supplied sql*net proxy to all firewall
vendors).
Web Application Server to Browser authentication by use of
digital signatures.
Security Server provides a Certificate Authority (CA)
function, including generation of public key/private key pairs
and issuance of industry-standard X.509 certificates.

50. Players in E-Commerce
Netscape is not the only player to move towards
facilitating its customers in e-commerce. IBM Corp
is also gearing itself up to provide ‘e-business’
solutions. Other players such as Hewlett-Packard Co.
and Compaq-Tandem have launched servers
(hardware/software) that will cater to electronic
commerce. Cognos Inc., a leader in business
intelligence tools, has developed Data merchant that
allows corporates to access business intelligence data
from anywhere around the globe, anytime they want
it.Finally, Microsoft and Sun Microsystems are also
not far behind, as both their technologies - ActiveX
and Java - are capable of providing solutions for
developers with security strategies to base their
products on.

51. Players in E-Commerce
Software companies that have made a mark
for themselves in providing E.Commerce
solutions out of the box are:
– OpenMarket (LiveCommerce, Transact,
ShopSite)
– Sterling Commerce
– iCat (Commerce Publisher, E.Commerce Suite)
– Microsoft (Commerce Server)
– Netscape (

52. Is E-Business all about the
Internet?
No, the basic foundation for e-business can
be laid without the Internet. It’s all about
connecting your offices, suppliers, retailers
and streamlining your processes. It’s about
letting your left hand know what your right
hand is doing and extending it to your
customers. That’s it. Later when you feel
you’re ready or interested in reaching
millions of customers, the Internet may be
your answer.

53. But is it for me?
Of course, Today you can buy garments, music,
magazines, movie tickets and even vegetables on
the net. Many companies keep their branch offices
and employees informed of the latest
developments whether internal or external through
an intranet or even simple E-mail. No matter what
the nature and size of your business, companies
like IBM, Oracle etc.have ready solutions which
will make it more cost effective.

54. Is it safe?
Nobody would want to get into something
that wasn’t secure. So when you are ready
for e-business you’ll find that many
organisations have developed solutions like
Real Time Intrusion Detection and Anti
Virus software. These along with personal
codes and passwords make sure that any
transaction that takes place or any
information that is shared is seen only by
the people it’s meant for.

55. Will I have to change my existing setup?
Certainly not! There’s only no problem
even if you are using different hardware and
software systems to do your work today.
There are companies that will help them all
work together, using cross-platform
technologies like Java to build smoothly
integrated, open e-business solutions that
work with both IBM and non-IBM
technology. Of course, it would be easier
for you if your system is scalable. Because
then you can add to it as your business
grows.

56. What the Future Holds
Ricardo H. Dujua, general manager of EDINet
Philippines, speaking at the Supermarket Show 97 last
year predicted that soon more and more shoppers will use
the Internet as the medium of Business. The Electronic
system will eliminate the need to set up physical stores,
warehouses and carry inventory.
It is also probable that not only will the greater adoption
of e-commerce change the way retailers conduct business,
it may also bring pressure to bear on them to be more
responsive to customers needs.
The World is becoming increasingly networked, changing
our methods of working and lifestyles. Once the hypes are
cleared and the mist lifts, usage would be fun, business
easy.

57. In Future
While E-Commerce may not completely
replace other forms of Commerce, it is
likely to be the dominant mode of the
commercial transactions in the future.
Colleges and Schools including Business
Schools should reflect this trend in the
curriculum to train the future generation of
Managers.

58. Consumer Applications and Social
Interaction
In the long run, the e-commerce application
winners will be those that can change the
way consumers think and the way they do
business. One example might be
applications oriented toward social
interaction. Lessons from history indicate
that the most successful technologies are
those that make their mark socially.
The TV and the Telephone are examples.

59. In Sum
In sum, the most successful marketplaces
are expected to be those that cater to
consumer's loneliness, boredom, education
and career. For instance, look at the success
of on-line chats and home shopping
channels.
But debates rage over whether interactive
TV or on-line computer services will
become pivotal medium for solving
consumer loneliness.