Digital Business

Infrastructure
Digital Business

You call the call center

You leave a message to your friend

It gets sent to the page or they read the pager

Then they call you back

That’s 18 years ago not that long time ago, so technology’s moved on
Digital Business

Back to future Movie

In the second movie to they go

the future

It’s 1989, they go all the way to 2015

There was some kind of cool futuristic

technology in this movie
 Digital Business

Video foam glasses

Hoverboards Google glasses
The Impact of Techonology
Digital Business
Digital Business

Technology has given us new entrepreneurs.

This is a lady called Michelle Phan.

10 years ago she went on YouTube and put a video up

of herself making up for going out for a night out
In 1 week she had 4445 thousand hits
She started her own channel, she now is nearly 9
million subscribers to her channel and this is her
business so her business was born on the web
Digital Business

New Markets
This is a Cambridge Satchel Company.

Building these bags on her kitchen table to supplement

the school fees of her kids.
Now 11 years later, its 15 million in sales and exporting
to 20 countries

New Market have been created by technology

 Digital Business

People

7 billion
people in the
world
6 billion own
a mobile
phone

4.5 billion have

regular access to
public services
Digital Business
Digital Business
Digital Business
Digital Business
What is Digital Business Infrastructure?

It is the architecture of hardware, software, content and data

used to deliver e-business service to employees, customers
and partners.
 Key Management Issues of Digital Business
Infrastructure?

• Which digital access platforms • Application integration

should we support?

• How do we publish and manage

• Setup and selection of services for content and data quality ?
a new digital services.

• How do we manage employee

• How do we achieve quality of access to the internet ?
services in digital services ?

• How do we secure data?

• Where do we host applications ?
 Supporting Digital Business Platforms
Desktop laptop and notebook platforms Mobile phone and tablet platforms
• Desktop browser-based platform • Mobile operating system and browser

• Desktop app • Mobile-based app

• Email platform Other hardware platforms

• Feed based and API data exchange platform • Gaming platforms
• Video platform • Indoor and outdoor kiosk-type app
Example of objectives and strategies to achieve
them for mobile platforms

Key performance
Objectives Strategies to achieve goals indicators
(critical success factors)

Reach objectives. Start investment in Google Clickthrough rates from

AdWords for mobile and mobile-specific campaign
Deliver 2 million mobile display networks. and impression share
mobile site Use device detection to delivered by AdWords
visitors in a year access mobile site.
Promotion in-store
Digital Business Infrastructure Components

Digital Business Services/ Application Layer

•CRM, SCM, Data Mining, Content management systems

Systems Software Layer

•Web browser and server software and standers, networking software and database management
systems

Transport or Network Layer

•Physical network and transport standards (TCP/IP)

Storage /Physical Layer

•Permanent magnetic storage on web servers or optical backup or temporary storage in memory (RAM)

Content and Data Layer

•Web content for intranet, extranet and internet site, customer’s data, transaction data, clickstream data
 Creating a new customer- facing digital service

1- Domain name selection

• Domain name selection

• Uniform resource locators (URLs)

• Domain name registration

2- Selection of hosting service

3- Cloud Providers

4- Selection of additional SaaS (Software as a Service)

Platforms

5- Application programming interfaces (APIs)

Internet Service Providers
 Managing service quality for ISP

1- ISP connection methods

• Dial-up connection (High-speed broadband via phone lines using analogue modems)

• Broadband (ADSL via phone lines using digital data transfer mechanism)

2- Issues in management of ISP and host relationships

• Speed of access

• Availability

• Service level agreements

• Security
 Managing service quality for ISP

1- ISP connection methods

• Dial-up connection (High-speed broadband via phone lines using analogue modems)

• Broadband (ADSL via phone lines using digital data transfer mechanism)
 Internet Governance

1- The net neutrality principle

2- The Internet Corporation for Assigned Names and Numbers (ICANN)

3- The internet Society (www.isoc.org)

4- The internet Engineering Task Force (IETF)

5- The world web Consortium (www.w3.org)

6- Telecommunications Information Networking Architecture Consortium (TONA-C)

7- Open source software

28/10/2019 Week 2(Advanced E-Business Management) Dr. Husam Yaseen

Class Discussion

Digital Businesses: The use of technology to create new value in business models, customer
experiences and the internal capabilities that support its core operations. The term includes both
digital-only brands and traditional players that are transforming their businesses with digital
technologies.

Growth of the Digital Economy

Today, people are spending more money online, which has shifted business emphasis to digital
sources of revenue and digital channels. The growth of the digital economy has made people
more familiar with digital products and services, which has driven companies to seek new
competitive advantages in the digital space.

But digital business has evolved into more than selling online; Digital businesses create
competitive edges based on unique combinations of digital and physical resources. They do
things that others cannot and in ways that build comparative advantage.

Common Elements of a Digital Business

There are several views on the exact definition of digital business from industry experts.

1. Digital business is the creation of new value chains and business opportunities that
traditional businesses cannot offer.
2. Digital should be seen less as a thing and more a way of doing things.

*Most digital businesses fit one or both of these points; they focus on creating value at new
frontiers for their core business, or they use digital technology to drive growth, revenue and
performance in ways that were impossible with traditional models.

*Use existing technologies to cut costs, gather data and provide a better customer experience.
Digital businesses focus on the competitive advantages that technology gains them, whether
that’s reducing overhead or providing new value to their customers.
28/10/2019 Week 2(Advanced E-Business Management) Dr. Husam Yaseen

Where to Start

Many characteristics of digital business overlap with the concept of digital transformation, which
uses a customer-centric focus to guide the implementation of digital technologies in operational
systems and business models. Digital business is the end goal, and digital transformation is the
process that companies undergo in order to get there.

Because digital business requires deep organizational change, the work that needs to be done
can quickly become unwieldy. Clearly identifying priorities and milestones will help businesses
make the most of the advice and best practices available online today.

Step 1: Create the Right Mind-set and Shared Understanding

Step 2: Put the Right Leaders in Place
Step 3: Launch a Digital Business Centre of Excellence
Step 4: Formulate a Digital Strategy to Respond to Opportunities and Threats
 New Digitally Enabled Business Models
 The Product and Service Portfolio
 Information as an Asset
 Technology
 Content, Media and Channels.

Step 5: Find, Develop and Acquire Digital Business Skills and Roles

Step 6: Create New Digital Business Capabilities

Digital business channel priorities

 Bricks and Mortar

 Bricks and Clicks
 Majority Clicks
28/10/2019 Week 2(Advanced E-Business Management) Dr. Husam Yaseen

What are the Digital Business Models?

 Production
 Manufacturing
 Logistics
 Retail
 Commission
 Advertising
 Subscription
 Fee-for-service (only charges customers for the amount of service or product they use)
 Wholesale (it is the sale of goods to anyone other than the end-consumer)
 Markup (buys a product and increases its price before reselling it to customers)
 Licensing

What are the selling techniques?

 Upselling is the practice of encouraging customers to purchase a comparable higher-end

product than the one in question
 Cross-selling invites customers to buy related or complementary items.

What can businesses use to Enhance the operation?

 Communication
 Customer Service
 Project management
 Automation
 Technology Hunting

Things Business Must Do

 Always Look to the Competition

 Pay Attention to Technology
 Watch Your Market
 KPIs Are Gold
28/10/2019 Week 2(Advanced E-Business Management) Dr. Husam Yaseen

Things Businesses Must Avoid

 Afraid to fail
 Misinterpret the market
 Hire too soon
 Avoid contracts
 Not Making a Commitment
 Paying for features and services you don’t need.
 Focusing on traffic instead of conversions.
 Having a plan to promote your website before it’s done.
 Skipping the Planning Phase
 Not Setting SMART Goals
 Undervaluing Your Products or Services
 Avoiding New Technology
 Being Afraid of Marketing
 Not Knowing Who Your Ideal Customer Is
 Overspending
 Underspending
 Doing It All Alone

Is Relationships Important?

 Suppliers
 Customers
 Government
 Service Providers

Business Structure

 Business Management Team

 Priorities
 Schedule
 Prototype

What about the External Factors?

 Economical
 Environmental
 Political
 Legal
 Social
 Technological
E-Environment
 Macro and Micro E-Environment

Macro Micro
Social The Organisation

Legal, ethical and taxation Its Customers

Economic Its Suppliers

Political Its Competitors

Technological Intermediaries

Competitive The Public at large

 Macro E-Environment

• Social Factor: the influence of consumer perceptions in determining usage of the

internet for different activities.
• Legal and Ethical factors: determine the method by which products can be
promoted and sold online. Government, on behalf of society, seek to safeguard
individuals rights to privacy.
• Economic factors: variations in economic performance in different countries and
regions affect spending patterns and international trade
• Political: national governments and transactional organisations have an
important role in determine the future adoption and control of the internet and
the rules by which it is governed.
• Technological factors: changers in technology offer new opportunities to the way
products can be marked.
Macro E-Environment
Macro E-Environment
 Factors governing e-business service adoption

• It is useful for digital business managers to understand the different factors how
manty people actively use the internet.
• Cost Access
• Value Proposition
• Ease of use
• Fear of the unknown
Factors governing e-business service adoption
 Consumers influenced by using the online channel

• To help develop effective online service, we need to understand customer’s online

buying behaviour and motivation.
Online buying behaviour:
An assessment of how people use the internet in combination with other
communications channels when selecting and buying products and services.

Motivation for use of online services

A breakdown of customers according to different characteristics

 Motivation for use of online services

1. Community: Get to know other people, Participate in an online chat, join a group

2. Entertainment: Amuse myself, entertain myself , find information to entertain myself

3. Product trial: Try on the latest fashions, experience a product, try out a product

4. Information: Do research, get information I need, search for information I need

5. Transaction: Make a purchase, buy things, purchase a product I’ve heard about

6. Game: Play online games, entertain myself with internet games, play online
games with individuals from other countries
 Motivation for use of online services
7. Survey: Take a survey on a topic I care about, fill out an online survey, give my
opinion on a survey

8. Downloads: Download music, listen to music, watch online movies

9. Interaction: Connect with my friends, communicate with others, Instant message

others I know

10. Search: Get answers to specific questions, find information I can trust

11. Exploration: Find interesting web pages, explore new sites, surf for fun

12. News: Read about current events and news, read entertainment news.
 Approaches to identifying emerging technology
PMP (2008) describes four contrasting approaches to identifying new technologies, which
may give a company a competitive edge:
1. Technology networking. Individuals monitor trends through their personal network
and technology scouting and then share them through an infrastructure and process
that supports information sharing.
2. Crowdsourcing. Crowdsourcing facilitates access to a marketplace of ideas from
customers, partners or inventors for organisations looking to solve specific problems.
Lego is well known for involving customers in discussion of new product
developments. InnoCentive (Figure 4.14) is one of the largest commercial examples of
crowdsourcing. It is an online marketplace which connects and manages the
relationship between ‘seekers’ and ‘solvers’. Seekers are the companies conducting
research and development that are looking for new solutions to their business
challenges and opportunities. Solvers are the 170,000 registered members of
InnoCentive who can win cash prizes ranging from $5,000 to $1,000,000 for solving
problems in a variety of domains, including business and technology.
Approaches to identifying emerging technology
 Approaches to identifying emerging technology
3. Technology hunting. This is a structured review of new technology through
reviewing the capabilities of start-up companies. For example, British Telecom
undertakes a structured review of up to 1,000 start- ups to assess relevance for
improving their own capabilities which may ultimately be reduced to five
companies with which BT will enter into a formal arrangement each year.

4. Technology mining. A traditional literature review of technologies described in

published documents. Deutsche Telekom AG use technology to automate the
process through software such as Autonomy which searches for patterns indicating
potential technology solutions within patents, articles, journals, technological
reports and trend studies. A simpler approach is setting up a keyword search for
technologies through a free service such as Google Alerts (www.google.com/alerts).
 Barriers of Digital Business
1. Technological Barriers
• Lack of technological infrastructure
• Lack of payment systems
• Lack of delivery services

2. Legal barriers
• Lack of regulations and government support
• Lack of security and privacy

3. Cognitive barriers
• Cultural differences
• Lack of trust
• Lack of awareness
Enablers of Digital Business

Enablers Factors
Security online payments
Government support and initiative
Developing IT Infrastructure
Providing Awareness
Availability of delivery systems
Increase Trust
Customers protection laws
WEB CONTENT MANAGEMENT
DATA, INFORMATION & KNOWLEDGE
 WHAT IS CONTENT ?

 Etymology : „contentum‟ – to contain

„continere‟ – to hold together or enclosed

 Content is data or information embodied

 “things contained in” – Random House Dictionary & the Oxford

Dictionary

 “a list of „preliminaries‟ and chapter headings of a book in

their correct order, or of articles in a periodical, with its
pages on which they begin” – Harrod‟s Glossary & ALA Glossary
 1- CONTENT MANAGEMENT

 Content management stands for the management of any

content ranging from data residing offline on a paper, or in
simple Word document to a complex high-volume dynamic
web publishing, whether as e-catalogues or portals.

 “The management of the content by combining

rules, process and/or workflows in such a way that
centralized (technical) and de-centralized (non-technical)
staff can create, edit, manage and publish a variety of
content in accordance with a given framework or
requirements.”
 2- CONTENT MANAGEMENT SYSTEM (CMS)
 A CM „system‟ is a technical environment (hardware
tools, software expertise) that supports the systematic
processing of digital content from authorship to
publication.

 CMS is a tool or combination of tools to facilitate the

efficient and effective production of the desired web
pages using the managed content

 Analogy : difference between CM and CMS is the same

as the difference between Library Management and
Library Management System (LMS)
BENEFITS OF CMS
 3- WEB CONTENT MANAGEMENT

 “A set of tasks and processes for managing content

explicitly targeted for publication on the web
throughout its life from creation to archive.” –Ovum
Ltd.

 “Managing content that drives an externally facing

website and facilitating multichannel publishing of
content in digital form. --Gartner
 COMPARISON BETWEEN CM AND WCM
Content Management Web Content Management
Manages both online & offline content Manages content explicitly created for
web delivery

Input and output of content is in varied Input and output is in the form of „web-
formats document‟

Includes wide range of processes like Core functions viz – loading content to
systems and software to manage central repository, managing the content
content life-cycle, including publishing the
content to the live website

Various information technologies put Not all information technologies help to

together make a CM e.g. DDM, DRM, manage web content e.g. DDM, DRM do
DAM not fit in the WCM role

The process includes organizations of The process typically begins after the
content content is organized. WCM will not
support disorganized content
 DIFFERENCES

 WCM is different from Web-Site Management

 In Web site management content not managed
comprehensively, but done on ad-hoc or as-needed
basis. WCM offers complete process of content life-
cycle in a comprehensive, programmed and scheduled
manner.

 WCM is different from Portal Management

 Portal is aimed at bringing together information from
multiple sources and delivering it directly to the user.
WCM is concerned with back-office tasks of managing
the creation and maintenance of content and publishing
content to a server.
WEB CONTENT MANAGEMENT SYSTEM (WCMS)

A web content management system (WCMS) is

a software system that provides website authoring,
collaboration, and administration tools designed to
allow users with little knowledge of web
programming languages or markup languages to
create and manage website content with relative
ease. A robust WCMS provides the foundation for
collaboration, offering users the ability to manage
documents and output for multiple author editing
and participation.
 CAPABILITIES OF WCMS
 A WCMS typically has the following features:
 Automated templates
 Access control

 Scalable expansion

 Easily editable content

 Scalable feature sets

 Web standards upgrades

 Workflow management

 Collaboration

 Delegation

 Document management

 Content virtualization

 Content syndication

 Multilingual

 Versioning
 ADVANTAGES OF WCMS

 Low cost

 Easy customization

 Easy to use

 Workflow management
 DISADVANTAGES OF WCMS

 Cost of implementation

 Cost of maintenance

 Latency issues

 Tool mixing
 NOTABLE WCMS

 WordPress is the most popular content management

system. It originated as a blogging CMS, but later
evolved into a full-fledged CMS.

 Joomla! is a popular content management system that

can be used to easily create and edit webpages, but it
is more complex than Wordpress.

 Drupal is the third top used CMS and originated before

WordPress and Joomla. It is more difficult to learn and
understand than the above two CMSs, but is the most
secure. It powers the White House site.
WCM STEPTS

1 Define your business

2. Search for keywords to include in your URL

3. Purchase your domain name based on your keywords selection

4. Host Your domain (Hosting outside your company or having servers in the company to host the
domain)

5. After hosting the website, you need to search for WCM system templet based on your business

6. on the configuration page provided by the host, you need to upload your WCM Systems.

7. If you select WordPress you need to start the wizard to install the WordPress platform

8. Once the platform is ready, using the dashboard you start to edit the website according to your needs

9. you may need to use plugins that can be installed within the WordPress platform.

10 upon completing the website you need to test if it works as planned