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Strategic Planning for Web Technology. David Strom david@strom.com Port Washington, NY, USA +1 516 944 3407. Agenda. Intranets and extranets Guide to push technologies Managing your web site Introduction to eCommerce. Topic 1: Intranets and extranets. Intranets everywhere

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Strategic planning for web technology l.jpg

Strategic Planning for Web Technology

David Strom

david@strom.com

Port Washington, NY, USA

+1 516 944 3407


Agenda l.jpg

Agenda

  • Intranets and extranets

  • Guide to push technologies

  • Managing your web site

  • Introduction to eCommerce

Caracas 4/98 (c) 1998 David Strom, Inc.


Topic 1 intranets and extranets l.jpg

Topic 1: Intranets and extranets

  • Intranets everywhere

  • Distinguishing characteristics

  • Factors that make a successful extranet

  • Tax News Network case study

Caracas 4/98 (c) 1998 David Strom, Inc.


Intranets l.jpg

Intranets

  • Intranets everywhere

  • Role of Lotus Notes

  • How to pick the right products

  • Other technologies required

  • Decision points on your first Intranet

  • How to manage the transition

Caracas 4/98 (c) 1998 David Strom, Inc.


Intranets everywhere l.jpg

Intranets everywhere

  • Mentioned hundreds of times in trade pubs

  • Now a "section" in most trade mags

  • Weekly conferences

  • Fedex example getting tiresome

Caracas 4/98 (c) 1998 David Strom, Inc.


Some definitions l.jpg

Some definitions

  • Internet tools among family

  • Internet in a bottle

  • Non-public website for one corporation

  • Joy, concern, and sheer terror

Caracas 4/98 (c) 1998 David Strom, Inc.


How intranets benefit corporations l.jpg

How Intranets benefit corporations

  • Quick to deploy and assemble

  • Easy to mix and match components

  • Promote many-to-one communications

  • Enhance work flows

  • Fit in on both back end (data store) and front end (query)

Caracas 4/98 (c) 1998 David Strom, Inc.


Differences between intranet and the internet l.jpg

Differences between Intranet and the Internet

  • Internal access prime reason

  • Uses same technologies but for different reasons

  • Manage work flow and discussions, not just billboards

  • Group and project focus, rather than on the individual

Caracas 4/98 (c) 1998 David Strom, Inc.


Differences between intranets and extranets l.jpg

Differences between Intranets and extranets

  • I: control desktop and plug-ins

  • E: communicate with customers

  • I: got lots of bandwidth to burn

  • E: better reach and influence

  • I: mailing lists and newsletter metaphor

  • E: TV channels

Caracas 4/98 (c) 1998 David Strom, Inc.


Is notes an intranet spoiler or promoter l.jpg

Is Notes an Intranet spoiler or promoter?

  • (+) Domino a good way to give inbound web access

  • (+) A way to organize your web presence

  • (-) Its own universe still

  • (-) SMTP mail gateways only lately decent quality

Caracas 4/98 (c) 1998 David Strom, Inc.


How to pick the right products l.jpg

How to pick the right products

  • First, pick your OS platform

  • Then, determine how you will create content

  • Finally, where is your data and how will you get to it?

Caracas 4/98 (c) 1998 David Strom, Inc.


Picking the right intranet platform l.jpg

Picking the right Intranet platform

  • Ease of setup/configuration

  • Functionality of OS

  • Integration into existing file/print services

  • Scalability

Caracas 4/98 (c) 1998 David Strom, Inc.


Availability of third party tools l.jpg

Availability of third-party tools

  • Content creation tools stink

  • 16 bit vs 32 bit

  • Play catch up w/ new HTML tags: even Netscape Gold!

  • WSYIWIG isn't always desirable

  • Graphic editors required highly skilled operators

Caracas 4/98 (c) 1998 David Strom, Inc.


Where is your data l.jpg

Where is your data?

  • Front end: what are your users comfortable with? (Windows!)

  • Back end: where does the data live and thrive?

  • Infrastructure: what connects them?

Caracas 4/98 (c) 1998 David Strom, Inc.


Information delivery tools mediocre l.jpg

Information delivery tools mediocre

  • Not everyone is networked

  • Remote access still tough

  • Mail replication issues

  • Dealing with dial-up parameters

  • IP not on every desktop

  • Gateways are still a bad word

Caracas 4/98 (c) 1998 David Strom, Inc.


Choices for deploying enterprise ip l.jpg

Choices for deploying enterprise IP

  • Every desktop, router, server

  • Only on NetWare servers (IP gateways)

  • Migrate to NT servers

  • What about SNA?

Caracas 4/98 (c) 1998 David Strom, Inc.


Ip everywhere issues l.jpg

"IP everywhere" issues

  • Deploy DHCP

  • Standardize on applications (mail, web, news)

  • Or buy a suite

Caracas 4/98 (c) 1998 David Strom, Inc.


Sna ip issues l.jpg

SNA IP issues

  • TN3270

  • Or inside web browsers (Simware, Attachmate)

  • Moving information out of the host

  • via HTML

  • via SQL

Caracas 4/98 (c) 1998 David Strom, Inc.


Other intranet technologies l.jpg

Other Intranet technologies

  • Web servers, of course

  • Graphics editor

  • Link checkers

  • Tracking visitors

  • Search tools

  • Animation tools

Caracas 4/98 (c) 1998 David Strom, Inc.


Recommendations l.jpg

Recommendations

  • NT: WebSite, IIS web servers

  • Unix: Netscape web server

  • WebTrends for tracking visits

  • Verity's Topic for searching

  • Hold off on animation for as long as you can

Caracas 4/98 (c) 1998 David Strom, Inc.


Decision points on your first intranet l.jpg

Decision points on your first Intranet

  • What is your purpose?

  • Who is responsible for content?

  • How will servers be administered?

  • How do they scale?

Caracas 4/98 (c) 1998 David Strom, Inc.


How to manage the transition l.jpg

How to manage the transition

  • IP deployment

  • Open systems expertise

  • Role of IS management

Caracas 4/98 (c) 1998 David Strom, Inc.


What is your open systems expertise l.jpg

What is your open systems expertise?

  • How much Unix?

  • Does your email run SMTP?

  • Where is your data stored?

  • How much HTML?

Caracas 4/98 (c) 1998 David Strom, Inc.


Who takes the lead l.jpg

Who takes the lead?

  • IS

  • Non-IS

  • Technical vs political decisions

Caracas 4/98 (c) 1998 David Strom, Inc.


For more information l.jpg

For more information

  • My own Intranet Information Page: www.strom.com/pubwork/intranet.html

Caracas 4/98 (c) 1998 David Strom, Inc.


Factors that make a successful extranet l.jpg

Factors that make a successful extranet

  • Audience

  • Purpose

  • Design

  • Community

  • Architecture choices

Caracas 4/98 (c) 1998 David Strom, Inc.


Know your audience l.jpg

Know your audience

  • Executives, middle management, staff?

  • How well do you know these people?

  • Intended for your customers? New prospects?

Caracas 4/98 (c) 1998 David Strom, Inc.


Understand your purpose l.jpg

Understand your purpose

  • Increase sales

  • Increase visibility

  • Communicate with clients

  • Enhance client relationships

Caracas 4/98 (c) 1998 David Strom, Inc.


Consider these design points l.jpg

Consider these design points

  • Keep the user in mind at all times!

  • Ease of access

  • Minimum of clutter, gratuitous graphics, menus

  • Site maps readily available

  • Browser version, plug-in support

  • Wide or narrow, deep or shallow content

  • Membership or public access

Caracas 4/98 (c) 1998 David Strom, Inc.


Members only access l.jpg

Members-only access

  • Restrict to customers, staff, management

  • Keep competitors from downloading your customer file

  • Maintain customer privacy

Caracas 4/98 (c) 1998 David Strom, Inc.


Create layers of information l.jpg

Create layers of information

  • Different people need to know different things

  • Makes finding things simple

  • Match user with appropriate content

Caracas 4/98 (c) 1998 David Strom, Inc.


Create a sense of community l.jpg

Create a sense of community

  • Send email to group periodically

  • Inform users of new content on site

  • Take the right tone of voice in communications and content

  • Maintain discussion forums to engage user participation

Caracas 4/98 (c) 1998 David Strom, Inc.


Examine your web site from the end user perspective l.jpg

Examine your web site from the end-user perspective

  • Can I really find the answers to my questions?

  • Do I get lost in web space?

  • Can I easily search the site?

  • Is the level of detail interesting and informative?

  • Will I come back to the site tomorrow?

Caracas 4/98 (c) 1998 David Strom, Inc.


Integrate any back end systems l.jpg

Integrate any back end systems

  • Do you already have databases to publish?

  • Where do you maintain your customer lists?

  • Where do you maintain your content?

Caracas 4/98 (c) 1998 David Strom, Inc.


Choose the right path l.jpg

Choose the right path

  • Buy a turnkey system

  • Build in-house from scratch

  • Leverage existing IT infrastructure

Caracas 4/98 (c) 1998 David Strom, Inc.


Turnkey products l.jpg

Turnkey products

  • Document management systems

    • PC DOCS www.pcdocs.com

  • Notes-based add-ons

    • Domino www.lotus.com

  • Intranet software

    • Livelink www.opentext.com

    • Intranetics www.intranetics.com

Caracas 4/98 (c) 1998 David Strom, Inc.


Turnkey product issues l.jpg

Turnkey product issues

  • Expensive (US$50,000+)

  • Not easy to customize

  • Don’t always work for your application

  • Not always easy to use and setup

  • Read my own reviews at www.strom.com/pubwork/cworld.html

Caracas 4/98 (c) 1998 David Strom, Inc.


Example of extranet done right l.jpg

Example of extranet done right

  • Coopers and Lybrand Tax News Network

  • www.taxnews.com

  • article: www.datamation.com/PlugIn/issues/1997/november/11extra.html

Caracas 4/98 (c) 1998 David Strom, Inc.


Tax news network l.jpg

Tax News Network

  • Audience: corporate tax professionals

  • Membership and staff sections

  • Public access to small portion of site

Caracas 4/98 (c) 1998 David Strom, Inc.


Tnn fee structure l.jpg

TNN fee structure

  • Public site is always free

  • Members get first month for free

  • Different tax association members get discounts

Caracas 4/98 (c) 1998 David Strom, Inc.


Tnn content structure l.jpg

TNN content structure

  • Leverages existing Notes and Informix databases

  • Replication and authentication taken from existing IT applications

  • Staff authors documents as they did before the extranet

  • Builds upon earlier DOS-based BBS systems

Caracas 4/98 (c) 1998 David Strom, Inc.


Questions l.jpg

Questions?

Caracas 4/98 (c) 1998 David Strom, Inc.


Topic 2 a guide to push technologies l.jpg

Topic 2: A guide to push technologies

  • Who’s left

  • Understanding the publishing process

  • Notable products

  • Microsoft, Netscape

  • Email is the answer, now what is the question?

Caracas 4/98 (c) 1998 David Strom, Inc.


My present experiences with push technologies l.jpg

My present experiences with push technologies

  • Used several push technologies since day 1 (11/96) to publish my own newsletter

  • Have uninstalled most of them

  • Write and edit for a living

  • Push CEO test: all opted for email

Caracas 4/98 (c) 1998 David Strom, Inc.


Who s out l.jpg

Who’s out

  • Ifusion

  • Intermind

  • Travelling Software

  • Individual, Inc.

  • Any off-line browser -- remember them?

Caracas 4/98 (c) 1998 David Strom, Inc.


Impact of push on your network l.jpg

Impact of push on your network

  • Bandwidth

  • Budget

  • Biology

Caracas 4/98 (c) 1998 David Strom, Inc.


Bandwidth l.jpg

Bandwidth

  • Need vendors’ proxy servers to really deploy push widely

    • PointCast Caching Manager, BackWeb server, etc.

  • Otherwise 20-30% of your bandwidth goes away!

Caracas 4/98 (c) 1998 David Strom, Inc.


Budget push is pricey l.jpg

Budget: push is pricey

  • Most products start at US$10k, and up for publishers

  • Microsoft, Netscape are “free” for clients

    • but then you have to configure and setup all your browsers

  • “User VAT” -- the more popular, the more they cost

  • Maintenance/support can cost +15% extra

Caracas 4/98 (c) 1998 David Strom, Inc.


Biology the process of push l.jpg

Biology: the process of push

  • Mechanics of publishing your channel

  • Platforms supported

Caracas 4/98 (c) 1998 David Strom, Inc.


Understanding the publishing process l.jpg

Understanding the publishing process

  • What is your business model?

  • How much gear is required?

  • What clients and servers supported?

  • What desktop software required?

  • What control do you have over update delivery?

  • What reports are available?

Caracas 4/98 (c) 1998 David Strom, Inc.


Is this anyway to run a publication l.jpg

Is this anyway to run a publication:

  • Can’t track subscribers

  • Hard to peg costs for production, distribution, sales

  • Circulation estimates are way off

  • Incompatible mailboxes thwart content delivery

  • No established advertising base, rate card, etc.

Caracas 4/98 (c) 1998 David Strom, Inc.


What is the business model l.jpg

What is the business model?

  • Pervasive tuners

  • Extranets, high-end publishing

  • Intranets, custom publishing

  • Electronic software distribution

  • Remote desktop maintenance

  • Selling screensaver advertising

Caracas 4/98 (c) 1998 David Strom, Inc.


But push vendors need to choose l.jpg

But push vendors need to choose

  • Vendors need to decide fast what business they want to be in

  • Otherwise MS and NSCP will be the only ones left

Caracas 4/98 (c) 1998 David Strom, Inc.


Common push elements l.jpg

Common push elements

  • Channel

  • Desktop replacement for screen saver

  • Push server

Caracas 4/98 (c) 1998 David Strom, Inc.


What clients are supported l.jpg

What clients are supported?

  • Win95, NT pretty much everyone

  • Win 3.1: BackWeb, Pointcast

  • Mac: Marimba, Pointcast, BackWeb

  • Solaris: Marimba

  • Java clients: Diffusion

Caracas 4/98 (c) 1998 David Strom, Inc.


What servers are needed l.jpg

What servers are needed?

  • Usually NT, sometimes Solaris

  • Sometimes more than one machine (BackWeb, Diffusion)

Caracas 4/98 (c) 1998 David Strom, Inc.


What desktop software is needed l.jpg

What desktop software is needed?

  • Plug-in or add-or to browser (Intermind)

  • Stand-alone player that runs in background

Caracas 4/98 (c) 1998 David Strom, Inc.


What control do you have over update delivery l.jpg

What control do you have over update delivery?

  • Intermind lets publisher do it

  • Most give this control to the desktop

  • Pointcast doesn’t have any controls for public channels!

Caracas 4/98 (c) 1998 David Strom, Inc.


What kind of reports do you get l.jpg

What kind of reports do you get?

  • Range from crude to unusable

  • Some just tell you subscribes to your channel

  • Mostly log files that aren’t human readable

Caracas 4/98 (c) 1998 David Strom, Inc.


My short list of notable products l.jpg

My short list of notable products

  • Backweb

  • Marimba

  • Wayfarer/Incisa

Caracas 4/98 (c) 1998 David Strom, Inc.


Backweb l.jpg

Backweb

  • Two businesses: distributing a broad tuner for subscribing to public channels, and developing a customizable Intranet product.

Caracas 4/98 (c) 1998 David Strom, Inc.


The many backweb pieces l.jpg

The many Backweb pieces

  • the server executable itself (faceless)

  • the console software (config, add channels)

  • the public BW client software.

  • the automation SDK (for web publishing)

  • the web publishing tool (creates Infopaks)

  • the forms creation tool

  • the authoring tool (scripting)

  • the proxy server (reduces bandwidth)

Caracas 4/98 (c) 1998 David Strom, Inc.


Marimba l.jpg

Marimba

  • Software distribution, first and foremost

  • Very complex series of software too

  • Self-installing, which is nice

Caracas 4/98 (c) 1998 David Strom, Inc.


Incisa l.jpg

Incisa

  • Combine external news headlines with authoring your own content

  • Target your audience better than the others

  • Just two servers, feed (external) and dealer

  • Reports still aren’t terrific

Caracas 4/98 (c) 1998 David Strom, Inc.


Microsoft l.jpg

Microsoft

  • Channel Definition Format, part of v4 IE client

  • Used by PointCast Connections, uses XML

  • Easy to setup channels

  • No server tools to speak off, still

  • Example syntax at www.strom.com/pcn.html

Caracas 4/98 (c) 1998 David Strom, Inc.


Cdf example l.jpg

CDF Example

<CHANNEL

Title = "DavidStrom"

LongName = "David Strom's Web Informant"

Abstract = "An almost-weekly series of essays “

InfoURI = "http://www.strom.com/bio.html"

SELF = "http://www.strom.com/pcn.cdf"

ContentID = "10565"

Frequency = "24"

Authenticate = "No"

Ratings = "(PICS-1.1)" >

<ITEM Title = "David Strom's Web Informant"

HREF = "http://www.strom.com/awards/previous.html"

Type = "HTML"

Show = "Channel,SmartScreen"

Precache = "Yes"

Authenticate = "No" > </ITEM>

Caracas 4/98 (c) 1998 David Strom, Inc.


Netscape l.jpg

Netscape

  • Netcaster, part of v4 Communicator client

  • Used by Marimba, based on Java

  • Needs some other software on client such as Bongo libraries, Shockwave

  • Example syntax at www.strom.com/netcaster.html

Caracas 4/98 (c) 1998 David Strom, Inc.


Conclusions l.jpg

Conclusions

  • Need MS/NSCP convergence before push will be popular

  • Authoring tools, publishing tools are still very crude

  • Push really needs a good directory

  • Microsoft is too busy with Win 98, NT v5

  • Netscape is too busy fighting Microsoft

  • Push will fade and email will conquer!

Caracas 4/98 (c) 1998 David Strom, Inc.


Whither email l.jpg

Whither email?

  • Diffusion, Revnet taking the right approach to extend email functionality

  • Really all push is just better email management

  • CDF might take off, if the tools mature

  • Otherwise, HTML email is most promising thing to come from push

Caracas 4/98 (c) 1998 David Strom, Inc.


For the complete list l.jpg

For the complete list

  • Push players, past and present

  • See strom.com/imc/t4a.html

Caracas 4/98 (c) 1998 David Strom, Inc.


Questions71 l.jpg

Questions?

Caracas 4/98 (c) 1998 David Strom, Inc.


Topic 3 managing your web site l.jpg

Topic 3: Managing your web site

  • Picking the right ISP

  • Tracking your visitors

  • Search engine strategies

  • Managing and developing web content

Caracas 4/98 (c) 1998 David Strom, Inc.


Picking the right isp l.jpg

Picking the right ISP

  • US or non-US based

  • Should I have a .com?

  • Outsource the entire web, storefront, or just access

  • Place your equipment in-house or at the ISP

Caracas 4/98 (c) 1998 David Strom, Inc.


Trying to figure out the fees l.jpg

Trying to figure out the fees

  • Inbound, outbound charges

  • Per page or per megabyte

  • Monthly fees

  • Other charges: maintenance, upgrades, scripts

Caracas 4/98 (c) 1998 David Strom, Inc.


Look carefully at usage variable charges l.jpg

Look carefully at usage (variable) charges

  • KB/month/disk space

  • KB/Month transferred

  • eCommerce transactions

  • Hits surcharges

  • Other things: hidden charges

Caracas 4/98 (c) 1998 David Strom, Inc.


Hidden charges l.jpg

Hidden charges

  • Changing links from absolute to relative

  • File name changes

  • Adding user accounts

  • File transfer charges

  • Other administrative charges

Caracas 4/98 (c) 1998 David Strom, Inc.


What to look for in an isp l.jpg

What to look for in an ISP

  • Dedicated server

  • Backbone connection to US

  • Root access, CGIs

  • Number of webs they support

  • Staff experience

  • References

Caracas 4/98 (c) 1998 David Strom, Inc.


Find an isp l.jpg

More ISPs are offering eCommerce solutions

Have to use their software standards and payment schemes

Could be pricey

Just catching on in USA

Find an ISP

Caracas 4/98 (c) 1998 David Strom, Inc.


Some us based examples l.jpg

www.psi.net/web/ecommerce.shtml

www.Best.com/bizcomm.html

www.Brainlink.com/html/saleslink.htm

www.Earthlink.net/company/webservices.html

IBM: mypage.ihost.com

www.Netcom.com

business.Mindspring.com/prod-svc/smbiz/

www.Mindrush.com/

www.outer.net/ONCommerce (OuterNet)

Some US-based examples

Caracas 4/98 (c) 1998 David Strom, Inc.


Price comparison for isp hosting l.jpg

Price Comparison for ISP hosting

Caracas 4/98 (c) 1998 David Strom, Inc.


Price comparison assumptions l.jpg

10 Mb disk storage

Single email account

InterNIC US$100 fee included for “.com” domain name

Price Comparison assumptions

Caracas 4/98 (c) 1998 David Strom, Inc.


Understanding your connection l.jpg

Understanding your connection

  • Do traceroute to microsoft.com

Caracas 4/98 (c) 1998 David Strom, Inc.


Why switch from isp to on site hosting l.jpg

Why switch from ISP to on-site hosting?

  • More direct control

  • Management needs vs. server access

  • Need for multiple servers

  • Combining Internet and intranets

  • No longer cost-effective

Caracas 4/98 (c) 1998 David Strom, Inc.


My recommendation split your needs l.jpg

My recommendation: split your needs

  • Access to the Internet

  • Host your content

  • Maintain your corporate identity

Caracas 4/98 (c) 1998 David Strom, Inc.


Tracking your visitors l.jpg

Tracking your visitors

  • Different types of logs

  • Log formats

  • Tools to use

Caracas 4/98 (c) 1998 David Strom, Inc.


Different types of logs l.jpg

Different types of logs

  • Access: contain IP address, date, time, page elements viewed

  • Error: server errors usually

  • Referral: who links to your site and downloads pages

Caracas 4/98 (c) 1998 David Strom, Inc.


Different types of log formats l.jpg

Different types of log formats

  • Common log format

  • Extended log format

  • IIS log format

Caracas 4/98 (c) 1998 David Strom, Inc.


Things you can learn from your logs l.jpg

Things you can learn from your logs

  • Hits per day

  • Domain origins

  • Path people (search engines) take to your web

  • Problem areas, broken links

Caracas 4/98 (c) 1998 David Strom, Inc.


What you can t learn from your logs l.jpg

What you can’t learn from your logs

  • Who are these people, anyway?

  • How long did they actually view a page?

  • Were they really from IBM?

Caracas 4/98 (c) 1998 David Strom, Inc.


Issues with logs l.jpg

Issues with logs

  • No real user names, unless you require logins

  • Could be a program, not a person

  • Just because they are from ibm.net doesn’t mean they work there

Caracas 4/98 (c) 1998 David Strom, Inc.


Tools available l.jpg

Tools available

  • Built-in, bundled analyzers

  • Sites that capture registrations

  • Build your own from perl

Caracas 4/98 (c) 1998 David Strom, Inc.


Recommended tools l.jpg

Recommended tools

  • www.WebTrends.com

  • www.MarketWave.com

  • Microsoft Site Server Express w/ IIS

Caracas 4/98 (c) 1998 David Strom, Inc.


Search engine strategies l.jpg

Search engine strategies

  • What are they

  • Different tools available

  • How they work and don’t work

Caracas 4/98 (c) 1998 David Strom, Inc.


What is a search engine l.jpg

What is a search engine?

  • Program, indexing tool

  • Intelligent agent

  • Not always accurate

Caracas 4/98 (c) 1998 David Strom, Inc.


Different kinds of tools l.jpg

Different kinds of tools

  • External tools wander through many sites for the public

  • Internal tools for your own purposes

Caracas 4/98 (c) 1998 David Strom, Inc.


Dealing with search engine behavior l.jpg

Dealing with search engine behavior

  • Some use <META>, some use <TITLE>

  • Keep descriptions at top of your home page short and sweet

  • Web Review article: webreview.com/97/10/17/webmaster

Caracas 4/98 (c) 1998 David Strom, Inc.


Keep the bots out of your site l.jpg

Keep the bots out of your site

  • Exclude cgi-bin, test directories

  • Create a robots.txt file that starts with

    • User-agent: *

    • disallow: /cgi-bin/

Caracas 4/98 (c) 1998 David Strom, Inc.


Managing and developing web content l.jpg

Managing and developing web content

  • Find a managing editor

  • Pick your plan for updates

  • Stage a test web

  • Consider other technologies

Caracas 4/98 (c) 1998 David Strom, Inc.


Find a good managing editor l.jpg

Find a good managing editor

  • Understands English syntax, grammar

  • Detail-oriented

  • Knows enough HTML to be dangerous

  • Understands the differences between print and electronic publishing

Caracas 4/98 (c) 1998 David Strom, Inc.


Standardize on the right content l.jpg

Standardize on the right content

  • Navigation tools, icons

  • Images, colors, sizes

  • Type, backgrounds, white space usage

  • Contact info and placement of links

Caracas 4/98 (c) 1998 David Strom, Inc.


Contact information is critical l.jpg

Contact information is critical!

  • Same format

  • Every page

  • So people can find you in the real world

  • Should include phone, fax, email, postal address

Caracas 4/98 (c) 1998 David Strom, Inc.


Pick the right content management plan l.jpg

Pick the right content management plan

  • Divide and conquer: different departments author different pages

  • Control freak: one person responsible for group of pages

  • How do you implement change controls?

  • What happens when you have multiple webs and locations?

Caracas 4/98 (c) 1998 David Strom, Inc.


Are html editors useful tools l.jpg

Are HTML editors useful tools?

  • Not really (tags, long file names, etc.)

  • Do you want to learn another word processor?

  • I use a combination of Word and WordPad

  • You still end up adjusting the code manually

  • WYS is not always WYG!

Caracas 4/98 (c) 1998 David Strom, Inc.


Staging a test web l.jpg

Staging a test web

  • Check and validate your links, spelling

  • See your site from different browsers

  • Make sure navigation makes sense

  • Mirror your web locally for backup

Caracas 4/98 (c) 1998 David Strom, Inc.


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Maybe consider dynamic content technologies

  • Cold Fusion

  • Active Server Pages

  • Other database-driven webs

Caracas 4/98 (c) 1998 David Strom, Inc.


Questions106 l.jpg

Questions?

Caracas 4/98 (c) 1998 David Strom, Inc.


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Topic 4: Introduction to eCommerce

  • Advantages and disadvantages of Internet marketing

  • What becomes eCommerce success

  • Five principles of good eCommerce sites

  • Evaluating various eCommerce suites

Caracas 4/98 (c) 1998 David Strom, Inc.


Internet marketing l.jpg

Internet Marketing

  • Look good to the public,

    • be on the cutting edge

  • Supplement traditional channels,

    • be real-time

  • Focus on global niches,

    • be high-content

  • Avoid the trailing edge,

    • the competition is already doing it

Caracas 4/98 (c) 1998 David Strom, Inc.


Advantages l.jpg

Advantages

  • Direct, one-to-one marketing opportunity

  • Allows you to learn useful information and build customer relationships

  • Relatively inexpensive medium compared to advertising, direct mail or telemarketing

  • Capacity to be a major distribution channel

  • Results are measurable, sometimes

Caracas 4/98 (c) 1998 David Strom, Inc.


Challenges l.jpg

Challenges

  • Most say that eCommerce is taking off, just differ on the rate!

  • How do we convince the general public that they will really like eCommerce?

  • Focus initially has been on business-to-business uses

Caracas 4/98 (c) 1998 David Strom, Inc.


Obstacles to wide deployment l.jpg

Obstacles to Wide Deployment

  • Easy forms of payment

  • Trust in the system

  • Perceived benefits outweigh the risk (What’s in it for me?)

  • Technology and infrastructure still primitive

Caracas 4/98 (c) 1998 David Strom, Inc.


Adoption curves l.jpg

Adoption Curves

  • Credit cards, ATMs: 10 years

  • Cell phones: 15 years

  • TV: 25 years

  • VCRs: 30 years

  • Internet usage: <10 years!!

Caracas 4/98 (c) 1998 David Strom, Inc.


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Different Types of Internet Marketing

  • Demand creation

  • Consumer pull

  • Provider push

Caracas 4/98 (c) 1998 David Strom, Inc.


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Demand Creation

  • Product selection is costly, so we want to:

    • reduce the time to find the product; and/or,

    • increase the customization of the product

  • A successful Internet presence:

    • creates demand for more sales; and,

    • these sales are incremental

Caracas 4/98 (c) 1998 David Strom, Inc.


Consumer pull marketing l.jpg

“Consumer Pull” Marketing

  • Web sites are the Internet version of infomercials:

    • synchronous interaction, consumer initiated

  • Great fun watching:

    • sites trying to attract and retain viewers; and,

    • folks trying to interpret click-throughs, hits, etc.

  • Interactive and transactional ads become more popular

Caracas 4/98 (c) 1998 David Strom, Inc.


Provider push marketing l.jpg

“Provider Push” Marketing

  • Some web sites do “upsells”, i.e.,

    • interact with the consumer at checkout time to buy more stuff

  • The focus is on the current purchase,

    • and “blue light” specials

  • But, the next step requires an asynchronous interaction...

Caracas 4/98 (c) 1998 David Strom, Inc.


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More “Provider Push” Marketing

  • E-mail provides the ability to do “outcalls”,

    • interact with the consumer on a regular basis

  • The focus is on purchase history

  • The best consumer relationships are one-on-one, hence the value of direct marketing

Caracas 4/98 (c) 1998 David Strom, Inc.


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Some Conclusions

  • Consumer control of privacy is essential

    • most folks simply want the choice of opting out

  • The granularity of control must be fine, e.g.,

    • over number and frequency;

    • over categories of interests; and/or

    • over (indirect) dissemination to third-parties

  • Regardless, there are likely legal issues,

    • when maintaining/using a consumer database

Caracas 4/98 (c) 1998 David Strom, Inc.


What becomes ecommerce success l.jpg

What Becomes eCommerce Success?

  • Overview of eCommerce market

  • Review physical storefront success factors

  • Propose some definitions

  • Define success for the web

  • Draw up five eCommerce principles

Caracas 4/98 (c) 1998 David Strom, Inc.


Overview of ecommerce market l.jpg

Overview of eCommerce Market

  • Predictions

  • Success factors

  • Five principles

Caracas 4/98 (c) 1998 David Strom, Inc.


Ecommerce revenue predictions are wide ranging l.jpg

eCommerce Revenue Predictions are Wide-Ranging

Caracas 4/98 (c) 1998 David Strom, Inc.


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IDC says the web will become a mass market in the US by 12/98!

With 100 million users!

Let’s not confuse web users with eCommerce BUYERS!

And Not Very Believable

Caracas 4/98 (c) 1998 David Strom, Inc.


Let s keep our perspective l.jpg

Size of US movie industry -- $6B!

Size of adult video rentals - $6B!

Total US music sales -- $6B!

Let’s Keep Our Perspective

Caracas 4/98 (c) 1998 David Strom, Inc.


Ticketmaster l.jpg

US$5 million/month via the web in sales

Started 11/96

Generating lots of new buyers, who wouldn’t ordinarily use their service

Ticketmaster

Caracas 4/98 (c) 1998 David Strom, Inc.


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Then there is Disney.com

  • Web site Daily Blast signing up 15k members/month

  • Sales via web are equal to 3x-5x of physical Disney store!

Caracas 4/98 (c) 1998 David Strom, Inc.


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And of Course, There is the Porn Industry

  • “However, extensive interviews with adult site owners yield a picture of a highly charged market of approximately 10,000 sites generating about $1 billion in revenue per year, most through electronic credit card transactions.”

  • From Interactive Week

Caracas 4/98 (c) 1998 David Strom, Inc.


Sad state of today s ecommerce marketplace l.jpg

Sad State of Today’s eCommerce Marketplace

  • Poor quality tools

  • Hard-to-find stores

  • Limited payment methods

  • Credit card snooping perceptions

  • Older browser versions can’t view latest sites

Caracas 4/98 (c) 1998 David Strom, Inc.


Case in point buying a bike rack l.jpg

Case in Point: Buying a Bike Rack

  • Item not carried: outdated catalog

  • Telesales not familiar with web

  • No cross-sell or substitutions online

  • Needed three phone calls to complete purchase

Caracas 4/98 (c) 1998 David Strom, Inc.


Let s learn from the real world l.jpg

Let’s Learn From the “Real World”

  • Compare what works for physical stores

  • Try to extend to the web

Caracas 4/98 (c) 1998 David Strom, Inc.


Critical success factors for physical storefronts l.jpg

Critical Success Factors for Physical Storefronts

  • Location

  • Branding

  • Good service

  • Good product selection

  • Proper pricing and margins

  • Traffic

Caracas 4/98 (c) 1998 David Strom, Inc.


First problem l.jpg

First Problem:

  • None of these translate on the ‘net!

Caracas 4/98 (c) 1998 David Strom, Inc.


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Now Try to Agree on Definitions for Web Stores

  • What determines a good location?

    • Position on a search page

    • Nearness to popular destination

    • Ad on a popular server

  • What determines branding?

    • Memorable domain name

    • Popular search category destination

Caracas 4/98 (c) 1998 David Strom, Inc.


An example of bad location montana meats l.jpg

An Example of bad location: Montana Meats

  • www.imt.net/~lingerie/buffalo/buffalo.html

  • Can’t they afford their own domain name?

  • www.company.com/~anything is BAD NEWS!

Caracas 4/98 (c) 1998 David Strom, Inc.


Another case buying toner and batteries l.jpg

Another Case: Buying Toner and Batteries

  • www.cartridgesusa.com, www.batterybarn.com

  • Catalog shows pictures of parts

  • Easy to find relevant item

  • But payment acknowledgement incomplete

Caracas 4/98 (c) 1998 David Strom, Inc.


Determining traffic l.jpg

Determining Traffic

  • Hard to do -- is it hits, page views, registered users?

  • [HITS = How Idiots Track Success]

  • Hard to measure -- do you count gifs? Use log files?

  • No general agreement on any metrics!

Caracas 4/98 (c) 1998 David Strom, Inc.


Traditional advertising doesn t apply anymore l.jpg

Traditional Advertising Doesn’t Apply Anymore

  • Can’t measure anything

  • Every site has its own banner sizes

  • The Web is not TV

Caracas 4/98 (c) 1998 David Strom, Inc.


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One Working Definition of Success:

  • SURVIVAL!

  • If a site is still running after 12 months, and getting more traffic, it is a success.

Caracas 4/98 (c) 1998 David Strom, Inc.


Does a site actually have to sell something l.jpg

Does a site actually have to sell something?

  • Many actual eCommerce sites don’t do the complete transaction (Cisco)

  • Require faxes or telephone calls!

  • Some merely have catalogs

  • A good example: Singapore Power Authority www.spower.com.sg/readmeter.cgi?cmd=form

Caracas 4/98 (c) 1998 David Strom, Inc.


Good ecommerce examples l.jpg

Good eCommerce Examples

  • Easy to find merchandize

  • Good service

  • Individual customization is key

  • Simple navigation

  • Business-to-business focus

Caracas 4/98 (c) 1998 David Strom, Inc.


Amp connect l.jpg

AMP Connect

  • Have customers in 100 countries

  • Speak many languages

  • Produce 400 catalogs covering 135,000 items

  • Mailings cost US$7MM/yr

  • Fax back cost US$800,000/yr

  • But you can’t buy anything directly!

Caracas 4/98 (c) 1998 David Strom, Inc.


Solution step searching l.jpg

Solution: “Step Searching”

  • Saqqara.com software to enhance Oracle database

  • Provide user feedback as they type query

  • Show how many matches in the database

  • Different mechanisms for searching:

    • by part number

    • by alphabetical names

    • by part family

    • by picture even

Caracas 4/98 (c) 1998 David Strom, Inc.


Amp connect ampincorporated com l.jpg

AMP connect.ampincorporated.com

Caracas 4/98 (c) 1998 David Strom, Inc.


Amp connect con t l.jpg

AMP Connect (con’t)

  • And can set to list parts that are available in specific countries!

  • Updated daily with over 200 item changes

  • Detailed drawings saves time for customers to pick the right item

  • Saved AMP over US$5MM in production costs

Caracas 4/98 (c) 1998 David Strom, Inc.


Save in translation costs l.jpg

Save in Translation Costs

  • AMP catalog in several languages

  • Translation cost was US$100,000

  • Versus US$1.5MM to produce separate translations of print editions

Caracas 4/98 (c) 1998 David Strom, Inc.


Silicon investor www techstocks com l.jpg

Silicon Investor www.techstocks.com

  • Difficult to find anything

  • Incomplete database of companies

  • Companies are arranged poorly

Caracas 4/98 (c) 1998 David Strom, Inc.


First principle of ecommerce l.jpg

First Principle of eCommerce:

  • It is easy to find what you are selling!

Caracas 4/98 (c) 1998 David Strom, Inc.


Amazon com l.jpg

Amazon.com

  • Services frequent readers with a variety of programs

    • Editorial comments

    • If you liked this book, you’ll like...

    • Notification of new books by author, topic

    • Simplified “1 Click” ordering

  • Uses simple pages and email

  • Associates program for commission kickbacks

  • Gift certificates via email

  • And ... lots of books to choose from

Caracas 4/98 (c) 1998 David Strom, Inc.


Amazon l.jpg

Amazon

Caracas 4/98 (c) 1998 David Strom, Inc.


Update your directories l.jpg

Update your directories!

  • This one is almost a year old

  • www.asiapage.com/alist.html#jewellery

Caracas 4/98 (c) 1998 David Strom, Inc.


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Non-secure servers

  • Many SG sites collect credit cards on them

  • www.asiapage.com/goodwood

Caracas 4/98 (c) 1998 David Strom, Inc.


Second principle of ecommerce l.jpg

Second Principle of eCommerce:

  • Deliver solid service!

Caracas 4/98 (c) 1998 David Strom, Inc.


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Dell

  • Most notable site for computer buyers

  • Customize the features you want via a web form

  • Simplifies and personalizes the shopping experience

  • WYSIWYB (buy)

  • >US$1MM/day in sales!

Caracas 4/98 (c) 1998 David Strom, Inc.


Slide153 l.jpg

Dell

Caracas 4/98 (c) 1998 David Strom, Inc.


Canadiantire com l.jpg

Canadiantire.com

  • eFlyer uses email notification along with web forms

  • Customize exactly what coupons and deals are sent to you

Caracas 4/98 (c) 1998 David Strom, Inc.


Third principle of ecommerce l.jpg

Third Principle of eCommerce:

  • Individual customization is key

Caracas 4/98 (c) 1998 David Strom, Inc.


Bmw motors l.jpg

BMW Motors

  • Example of what not to do

  • Use gratuitous graphics

  • Cheesy low-res videos

  • Toys, not tools

Caracas 4/98 (c) 1998 David Strom, Inc.


Slide157 l.jpg

BMW

Caracas 4/98 (c) 1998 David Strom, Inc.


Compare with subaru l.jpg

Compare with Subaru

  • Find specific information about each car

  • Can price options to your particular needs

Caracas 4/98 (c) 1998 David Strom, Inc.


How not to design a payment screen l.jpg

How NOT to Design a Payment Screen

  • www.netmar.com/new/norderform.shtml

Caracas 4/98 (c) 1998 David Strom, Inc.


How not to take advantage of bandwidth l.jpg

How NOT to take advantage of bandwidth

  • www.clickdiz.com

  • Two different pages, one for SG ONE, one for all others

  • But SG ONE page has just heavy graphics -- why?

Caracas 4/98 (c) 1998 David Strom, Inc.


A better example fishing licenses l.jpg

A better example: fishing licenses

  • Simple, quick, and does the job with a minimum of clutter

  • www.permit.com

Caracas 4/98 (c) 1998 David Strom, Inc.


Fourth principle of ecommerce l.jpg

Fourth Principle of eCommerce:

  • Make navigation simple!

  • Use small graphics, site maps, indexes

  • Avoid clutter, frames

Caracas 4/98 (c) 1998 David Strom, Inc.


Int l commerce exchange system l.jpg

Int’l Commerce Exchange System

  • Matches overstocked sellers with buyers

  • B2B exclusively

  • Uses faxes to notify potential customers

Caracas 4/98 (c) 1998 David Strom, Inc.


Ices www icesinc com l.jpg

ICES www.icesinc.com

Caracas 4/98 (c) 1998 David Strom, Inc.


Fifth principle of ecommerce l.jpg

Fifth Principle of eCommerce:

  • Business-to-business focus

Caracas 4/98 (c) 1998 David Strom, Inc.


Popular ecommerce suites l.jpg

Popular eCommerce Suites

Caracas 4/98 (c) 1998 David Strom, Inc.


Popular ecommerce suites con t l.jpg

Popular eCommerce Suites (con’t)

Caracas 4/98 (c) 1998 David Strom, Inc.


The cold hard reality of suites l.jpg

The Cold Hard Reality of Suites

  • Suites are nothing more than collection of products

  • Lack integration among various elements

  • Difficult to setup, customize, and use

  • Require you to live “inside” their structure

  • Limited payment options

  • Sounds like early MS Office

Caracas 4/98 (c) 1998 David Strom, Inc.


Payment systems included in each suite l.jpg

Payment Systems Included in Each Suite

  • Microsoft: Verifone, Buy Now

  • IBM: Verifone, SET, eTill

  • iCat: None (but many third parties)

  • OpenMarket: Verifone

  • WebSite Pro: InternetSecure, CyberCash

  • Intershop: CyberCash, ICVerify, others

Caracas 4/98 (c) 1998 David Strom, Inc.


Sample stores included in each suite l.jpg

Sample Stores Included in Each Suite

  • Microsoft: 4 stores

  • IBM: eMall, simple and advanced sample stores

  • iCat: 1 hardware store

  • OpenMarket: none

  • WebSite Pro: 1 bookstore

  • Intershop:3 stores

Caracas 4/98 (c) 1998 David Strom, Inc.


Databases supported in each suite l.jpg

Databases Supported in Each Suite

  • Microsoft: SQL Server

  • IBM: DB2

  • iCat: 4D, Sybase SQL Anywhere

  • WebSite: Access

  • Intershop: Sybase SQL 11

Caracas 4/98 (c) 1998 David Strom, Inc.


Putting together your own solution l.jpg

Putting Together Your Own Solution

  • Mercantec shopping cart

  • SQL Server database

  • ICVerify payment system

  • WebCatalog

  • IIS web server

  • Total price: <US$10,000

Caracas 4/98 (c) 1998 David Strom, Inc.


Don t forget the process and people l.jpg

Don’t Forget the Process and People

  • Put together policies and procedures book that describe what you did

  • Gather forms for your business partners to sign up for ISPs if needed

  • Document how to make changes to your product catalog via the web

  • Approach your trading partners with solutions, not problems!

Caracas 4/98 (c) 1998 David Strom, Inc.


Thanks l.jpg

Thanks!

  • Review

  • Q&A

  • David Strom

  • +1 516 944 3407

  • david@strom.com

Caracas 4/98 (c) 1998 David Strom, Inc.


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