Andreas Meier Henrik Stormer ebusiness & ecommerce Managing the Digital Value Chain Translated by Elizabeth Gosselin ^J Springer
Contents ebusiness Framework 1 1.1 Defining Electronic Business 2 1.2 Case Studies on Electronic Business 4 1.2.1 Electronic Shop (B2C) 4 1.2.2 Electronic Health Market (B2B) 7 1.2.3 Electronic Voting and Elections (A2C) 9 1.2.4 Knowledge Exchange via Electronic Books (C2C) 11 1.3 Arguments for Internet Economics 12 1.4 Value Chain and Chapter Overview 14 1.5 Literary References.' 17 eproducts and eservices 19 2.1 Components of a Business Model 20 2.2 Anatomy of an Electronic Marketplace 22 2.2.1 Horizontal Integration 23 2.2.2 Vertical Integration 24 2.3 Classification of Business Webs According to Tapscott 26 2.3.1 Agora B-Web 26 2.3.2 Aggregator B-Web 28 2.3.3 Integrator B-Web 30 2.3.4 Alliance B-Web 32 2.3.5 Distributor B-Web 35 2.4 Comparison and Valuation of Networks c 37 2.5 The Price Formation Process 39 2.5.1 Options for Price Differentiation 39 2.5.2 Linear and Nonlinear Price Formation 41 2.5.3 Forms of Price Bundling 42 2.5.4 Dynamic Price Formation 43 2.6 Profit Models for Electronic Markets 45 2.7 Literary References 46 eprocurement 49 3.1 Strategic and Operational Procurement 50 3.2 Information Support for Procurement 51
viii ; Contents 3.3 Basic Types of eprocurement Solutions 53 3.3.1 Market Models for eprocurement 53 3.3.2 Sell-Side Model 55 3.3.3 Buy-Side Model 57 3.3.4 Marketplace 58 3.4 Catalog Management 60 3.5 Standard Software for Desktop Purchasing 65 f 3.6 Market for eprocurement Service Provider 67 3.7 Literary References 68 4 emarketing 69 4.1 The Path to Individual Marketing 70 4.2 Comparison of the Communications Media 72 4.3 The Development Model for Online Customers 73 4.3.1 The Online Surfer 73 4.3.2 The Online Consumer 74 4.3.3 The Online Prosumer 75 4.3.4 The Online Buyer 76 4.3.5 The Key Online Customer 77 4.3.6 Measuring Success with Online Customers 78 4.4 Online Promotion 80 4.4.1 Push Principle vs. Pull Principle 80 4.4.2 Content Management 81 4.4.3 Types of Promotion 83 4.5 Prospects for emarketing 85 4.6 Literary References 87 5 econtracting 89 5.1 The Electronic Negotiation Process 90 5.2 Generic Services for the Negotiation Process 91 5.3 The Digital Signature 93 5.3.1 Asymmetric Coding Procedures 93 5.3.2 Generating Digital Signatures 94 5.3.3 Tasks of the Certification Site 96 5.3.4 Verification of Certificates 97 5.4 XML and Electronic Contracts 100 5.5 Legal Rights of the Information Society 101 5.6 Literary References 103 6 edistribution 105 6.1 Components of a Distribution System 106 6.2 Types of Distribution Logistics 107 6.2.1 Online Distribution 107 6.2.2 Offline Distribution 109 6.2.3 Hybrid Distribution Ill
Contents ix 6.3 Supply Chain Management 112 6.3.1 Cycles Within the Sales Chain 112 6.3.2 The SCOR Reference Model 114 6.3.3 On-Demand Production 116 6.4 Electronic Software Distribution (ESD) 118 6.4.1 Architecture for Software Distribution 118 6.4.2 ESD Functions and Services 119 6.5 Protection Through Digital Watermarks 121 6.6 Literary References 123 7 epayment 125 7.1 Overview and Classification 126 7.2^ Credit Card-Based Procedures 126 7.2.1 Credit Cards with Secure Sockets Layer 127 7.2.2 PayPal 128 7.2.3 Secure Electronic Transaction (SET) 130 7.2.4 Conclusion 132 7.3 Asset-Based Procedures 132 7.3.1 CASH 132 7.3.2 Geldkarte 132 7.3.3 Conclusion 133 7.4 Innovative epayment Solutions 134 7.4.1 ecash 134 7.4.2 Millicent 135 7.4.3 PayWord and MicroMint 136 7.4.4 Random Payment 136 7.4.5 Conclusion 137 7.5 Solutions for Fee-Based Web Sites 137 7.5.1 Firstgate Click & Buy 137 ' 7.5.2 Allopass 137 7.5.3 Conclusion 138 7.6 Comparison of epayment Solutions 138 7.7 Literary References 139 8 ecustomer Relationship Management 141 8.1 From Product Orientation to Customer Orientation 142 8.2 The Customer Equity Model by Blattberg et al 144 8.3 Analytical Customer Relationship Management 146 8.3.1 Rough Architecture of a Customer Data Warehouse... 146 8.3.2 Evaluation of a Multidimensional Data Cube 148 8.3.3 Steps Involved in Outlining a Data Cube 149 8.3.4 Data Mining Procedure 151 8.3.5 Decision Trees for Customer Classification 152
x, Contents 8.4 Operational Customer Relationship Management 154 8.4.1 Customer Buying Cycle 154 8.4.2 Multichannel Management 157 8.4.3 Inbound and Outbound Customer Processes 159 8.5 Use of CRM Systems 160 8.6 Controlling Customer Relationship Management 162 8.7 Literary References 163 f 9 mbusiness 165 ' 9.1 Mobile Devices 166 9.2 Mobile Communication 167 9.2.1 The GSM Cell Phone Network 167 9.2.2 Local Communication with Bluetooth 169 9.3 MobileTApplications 171 9.3.1 Mobile Payment 171 9.3.2 Mobile Ticketing 174 9.3.3 Mobile Web Sites 176 9.3.4 Location-Dependent Services 181 9.3.5 Mobile Devices in the Medical Field 182 9.4 Literary References 183 10 esociety 185 10.1 Change in the Working World 186 10.2 Changing Organizational and Work Structures 188 10.2.1 Virtual Organizations 188 10.2.2 Work Organization in eteams 189 10.3 The Knowledge Worker in a Knowledge Society 191 10.4 Measuring the Success of Intellectual Capital 192 10.5 Ethical Maxim for eteams 194 10.6 Literary References..' 196 Glossary 199 Bibliography 209 Index 219 About the Authors 221