1. Usability of the Internet Week 3

2. Objectives Defining the Internet Internet tools to access information The world wide web Intranets versus extranets Web site hosting Internet Retailing Internet Marketing Mix

3. What is the Internet Started in 1960s as the ARPAnet research and defense network in the USA Infrastructure: the hardware, software, databases and telecommunications Services: Software-based services such as search engines, digital money and security systems Products and services: the web sites of individual companies and marketplaces

4. The Internet As compared with other alternative technologies the Internet offers: –international connectivity and access to international markets, –a strong North American market, which in many senses could be viewed as the domestic market for most Internet retailers, –full multimedia display facilities, which allow retailers to display and demonstrate their products, possibly with the use of audio and video (in some cases, as in the sale of music, for example, such facilities allow the customer to sample the product), –more sophisticated electronic ordering and payment facilities, –much larger installed base of workstations, thus giving access to customers, in both the consumer and business sectors of the marketplace.

5. The Internet refers to the physical network that links computers across the globe. It consists of the infrastructure of network servers and communication links between them that are used to hold and transport the vast amount of information on the Internet. The Internet enables transfer of messages and transactions between connected computers worldwide.

6. The passing of data packets around the Internet occurs via the TCP/IP protocol, or transfer Control Protocol/Internet Protocol. For a PC to be able to receive web pages or for a server to host web pages it must be configured to support this protocol.

7. Application of Different tools Internet toolSummary Electronic mail or e-mailSending messages or documents, such as news about a new product or sales promotion between individuals. A primitive form of push channel. Internet relay chat (IRC)This is a synchronous communications communications tool that allows a text-based chat between different users who logged on at the same time. Of limited use for marketing purpose. Usenet newsgroupsAn electronic bulletin board used to discuss a particular topic such as a sport, hobby or business area. Traditionally accessed by special news reader software, these can now be accessed via a web browser from Deja News (www.dejanews.com)www.dejanews.com FTP file transferThe File Transfer Protocol is used as a standard for moving files across the Internet. Used to download files and update HTML (Hypertext Markup Language) files on web pages. Gophers, Archie and WAISThese tools were important before the advent of the World Wide Web for storing and searching documents on the Internet. They have been superseded by the web. TelnetThis allows remote access to computer systems. For example a retailer could check to see whether an item was in stock in a warehouse using telnet. Push channelInformation is broadcast over the Internet or an intranet and received using a web browser or special program for which a subscription to this channel has been set up. World Wide Webwww is widely used for publishing information and running business applications over the Internet.

8. Web Browsers and servers Enable web addresses to be entered, to set up communications links with sites and to download HTML pages. Display web pages and interactive forms,and to run programs such as plug-ins and Java Enable navigation between sites by using forward and backward options and hyperlinks Record on the hard disk a copy of sites visited and the pages downloaded (caching), to enable quicker downloading and referencing in future. Allow useful sites to be bookmarked for later use Enable information to be saved to disk or printed for a later use

9. The Benefits of Web Browsers Easy to use since navigation between documents is enabled by clicking on hyperlinks or images They can provide a graphical environment supporting multimedia, which is popular with users and gives a visual medium for advertising The standardization of tools means there is a large and fast-growing target market

10. How Are Web Pages Displayed User requests web page by clicking on a hyperlink or typing in URL (Universal Resource Locator) into web browser. Request is sent across Internet from web browser to web server using http (hypertext transfer protocol) Information is returned using http from web server to web browser Information is displayed as the different elements of a web page

11. Main Elements of a Web Page Text information (HTML and XML) Static graphical images (GIF and JPEG files) Animated graphical images (GIFs and plug-ins) Interactive form elements (CGI – Common Gateway Interface and script elements) Plug-in components

12. Intranets and Extranets Intranet Extranet The Internet The World Suppliers Customers, collaborators Company only Suppliers Customers, collaborators The World

13. Connecting to the Internet as a User Hardware – –Computer to run the web browser and software required –Modem, gateway server –Digital or analogue connection Software –Web browser (Netscape, explorer) –Connectivity software - TCP/IP standard A service provider

14. Hosting a Web Site Register domain name Find ISP to connect to the Internet or host web server Find an appropriate server computer to enable the following standards: –http:// serving web pages –ftp:// remote file access –SMTP Internet e-mail Develop graphic and HTML content Upload to web server using FTP to transfer files

15. Development stages Maglitta (1994) identifies the following initial development stages associated with opening for business on the Internet: – set the information-sharing policy, – restructure database, – develop applications, –integrate external and internal databases, –test links with customers, –negotiate the role of sales, –develop a marketing strategy, and –deploy client software.

16. Advantages of Internet Retailing Small businesses can extend their reach. It eliminates prohibitive costs of entry to many industries. Hardware and software advances permit improved interfaces and functionality. Online information is current. Interaction with customer representatives and immediate ordering are possible. It eliminates costs associated with the store, salespeople and possibly some warehousing costs. As compared with conventional catalogues there are no printing and mailing costs, and the information can be rapidly changed and updated. Much more extensive advertising coverage can be achieved for a relatively small outlay.

17. Internet Marketing Mix Promotion - includes advertising and creating product awareness. Information must be presented in a way that will hold the users' interests. One-to-one contact - unlike a real store, the Net does not offer marketers opportunities of synchronous one-to-one contact with customers. The Net does, however, allow for asynchronous contact via e-mail, and this can be used to develop a relationship with a customer. Closing - involves setting the price and closing the deal. While this can be achieved through a collection of e-mail messages, Net buying is more like ordering from a catalog. On the other hand, there is an electronic record of the sale and the deal struck.

18. Internet Marketing Mix Con’t Transaction - payment for goods is typically made in cash, or by credit card. Digital forms of currency are also being developed by companies like DigiCash, CyberCash and NetCash. Fulfillment - involves the delivery of goods. Delivery online is restricted to digital products such as electronic books and software. Fulfillment includes not only shipping, but also effective electronic order processing.