E-Commerce Introduction Professor Joshua Livnat, Ph.D., CPA 311 Tisch Hall New York University 40 W. 4th St. NY NY 10012 Tel. (212) 998-0022 Fax (212) 995-4230 [email protected] Web page: www.stern.nyu.edu/~jlivnat 1 Overview
Course overview. E-Commerce, Internet, Web, definitions. The evolution of new businesses. The adoption of Brick and Mortar companies to the new economy. Market failures and economic explanations for the new economy. 2 Definitions
Internet: A collection of computers that speak a common language TCP/IP. The computers are all connected to each other. Information can pass from one computer to another through several other computers. World Wide Web (Web): A collection of multimedia hypertext documents that reside on computers, and that can be accessed by other computers on the Internet. 3 History of The Internet
Started as a US government project in 1969. The purpose was to create a net that can function even if one center is destroyed in a military attack. Hub and spokes can be useless if the hub is destroyed. Network can continue to be functional even if some nodes are destroyed, as long as information can pass through other nodes. The Arpanet became effective in 1971 with computers on both coasts of the US. 4
TCP/IP Protocol Allows any two computers to communicate and exchange data. The Internet transfers data packets among computers. Each packet is identified by the sender address and a receiver address. The senders computer transfers the data packet to another computer on the Internet, which transfers it to a chain of other computers until it reaches the final destination. 5 In the 1980s
Personal computers or terminals were connected to a server. The server was a mainframe, or connected to a mainframe computer. The mainframe was connected to another mainframe of the company in another location via dedicated lines. Only large companies could afford the expense and investment in equipment. 6 Today Each country has a backbone - computers that are connected by very fast lines.
Connections across countries and continents is done through dedicated fast lines. A company may have one local network (LAN) in NY, which is connected to the Internet through a Regional network. The regional network is connected to the backbone. 7 Today The LAN in Latin America is connected to the regional network, and to the countrys backbone. The countrys backbone is connected to the
US backbone via dedicated lines. In effect, the company was able to create a network (an Intranet) at very low costs. 8 Web Multimedia documents: Text
Images Sounds Drawings Video Hypertext: Links to other documents Can begin execution of a program 9 Web Browsers Computer programs that can:
Display Web documents Follow links Execute other programs Enhance applications such as real-time audio or video Netscape and Internet Explorer The Microsoft legal trouble due to the Explorer. 10
Web Servers Computers that run server software. A server waits for request to arrive from a user. The request is typically for a document. The server sends (serves) the document to the requesting computer. Sometimes the server allows a user to fill in information on a document, and the then transfers the information to another program or a server. 11
Information on Users and Sites Web log file User information Requested documents Cookies Information stored on a PCs hard drive by the site. Enables the site to identify the user. Enables profiling. Enables targeted advertising. 12 E-Commerce
Transformation of economic activity into digital media Exchange information, content, agreements, and services among parties that are connected to through the Internet. Enables new ways of creating, delivering and capturing value to customers. Superior information Convenience 13 The Evolution of New Businesses
Infrastructure Telecommunications, hardware, cable, ISP Supporting services AOL, browsers, payment and banking systems, directories, security of systems and transactions. Content Media, portals, exchanges (EBAY) 14 Old Economy Firms Brick and Mortar companies need to adopt
to the new economy Create a new Internet company. Create a new subsidiary. Invest in an Internet competitor. Buy the technology from a consultant. Work with other firms to create an exchange. Integrate with suppliers and or customers.
15 Old Economy Firms Failure of old economy companies to adopt may result in: Loss of market share. Inability to meet new economy competitors prices. Reduced profits and cash flows. Inability to raise new financing. Loss of control in an acquisition by a new economy firm. 16
Summary The Internet revolutionized ways of doing business. Entrepreneurs found ways to exploit market failures and earn economic rents. New businesses were created that were not feasible earlier. The new economy poses threats to old economy firms that do not wish to adapt. The transformation is still in process. The evolution continues. 17
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