Setting the Vision p. 1 Market Predictions p. 1 Defining Vision p. 3 Traditional Business Vision vs. E-Vision p. 5 Rethink Your Revenue p.

Transcription

1 Preface p. xiii Setting the Vision p. 1 Market Predictions p. 1 Defining Vision p. 3 Traditional Business Vision vs. E-Vision p. 5 Rethink Your Revenue p. 6 Reengineer Your Business p. 8 Empower Your Customers p. 8 Capture Customer Service p. 10 Go Global p. 10 Business Model Basics p. 10 Consumer-to-Consumer p. 11 Business-to-Consumer p. 12 Business-to-Business p. 14 Know Your Customers p. 21 Know Where to Start p. 22 Who Is on the Web? p. 23 The Crayon Crawlers p. 24 The Transient Teens p. 25 Baby Boomers Are Booming p. 27 Income, Race, and the Digital Divide p. 27 Gender Online p. 28 Geography Online p. 29 Speaking the Global Language p. 30 Web Gurus Are Already Global p. 32 Access Issues p. 35 Targeting the Best Shoppers p. 36 Give Them What They Want p. 37 Marketing and Branding p. 41 Know What You're Up Against p. 42 Plan for Acquisition Costs p. 44 Search Engines and Directories p. 45 Search Engines p. 47 Directories p. 49 Advertising Banners p. 51 Online Classified Advertisements p. 54 Message Boards p. 54 Newsletters p. 55 Links on Other Web Sites p. 57 Newsgroups p. 58 Discussion Lists p. 58

2 Traditional Media p. 59 Press Releases p. 60 Just Give It Away! p. 61 Branding for Success p. 62 Marketing and Advertising Agencies p. 63 First Impressions May Be Everlasting p. 67 Focus on Essentials p. 69 Easy Is Everything: Use Wide, Consistent Site Design p. 70 Present Interior and Exterior Links Well p. 72 Reliability Counts p. 72 Tackle Your Overall Look p. 73 Use Graphics and Layouts Well p. 76 Keep Text Readable p. 77 Make Fonts Enhance a Site, Not Detract from It p. 78 Make Your Pages Easy to Skim and Revisit p. 78 Make Your Visitors Feel Confident p. 79 Use Your Resources: Professional Design Agencies p. 80 Revisit Your Vision Statement and Goals p. 82 Keep Your Customers p. 83 Service with a Smile p. 84 Quality, Service, Cleanliness p. 88 The Customer Is Always Right p. 91 Thank You, Please Come Again p. 92 An Ounce of Prevention p. 95 Be Neighborly: Chat and Discuss with Your Customers p. 96 Would You Like Fries with That? p. 97 Keep Your Hands above the Table p. 98 Personalize for Better Service p. 101 Customers Now Control the Relationship p. 102 Fulfillment Channels That Work p. 103 Why Does Fulfillment Seem So Difficult Today? p. 104 Know Your Customers' Expectations p. 106 Know Your Shipping Options p. 108 Shipping and Your Bottom Line p. 110 Can Not Shipping Be an Option? p. 111 What Are My Other Business-to-Business Shipping Options? p. 112 Tackle Other E-Fulfillment Issues p. 114 Escrows p. 114 Credit Rating Companies p. 115 Engage New Technology p. 116 Find E-Fulfillment Solutions p. 116

3 E-Fulfillment Supply-Chain Management p. 118 Plan for Spikes p. 121 Choose Your Payment Systems p. 125 Payment System Categories p. 126 Micropayments p. 128 Smart Cards p. 131 Electronic Billing p. 133 Credit Cards: Web Leaders in Payment Systems p. 134 Enable Electronic Payments p. 136 Electronic Wallet p. 136 Merchant Register p. 137 Internet Payment Service p. 137 Financial Institutions p. 138 Implementing Credit Card Verification p. 140 Ensure Online Transaction Security p. 140 Additional Security: The Secure Sockets Layer p. 142 Help Customers Trust You p. 143 Know Your Infrastructure p. 147 Overview of Components p. 147 Web Clients p. 150 Web Server Software p. 150 Commerce Server Software p. 151 Selling Products p. 152 Selling Digital Content p. 152 Order Tracking p. 155 Customer Registration p. 156 Content Management p. 158 Connectivity Tools p. 159 Back-End Systems p. 159 Tuning and Load Balancing p. 161 Clustering p. 162 Replication p. 163 Routers p. 163 Network Architecture p. 164 Internet p. 165 Intranet p. 166 Extranet p. 166 Architecture Security p. 167 Selecting the Right Commerce Package p. 169 Determining Your Needs p. 170 What Products and Services Are You Providing on the Internet? p. 170

4 What Are Your Requirements? p. 172 What Does Your Current Technology Landscape Look Like? p. 172 When Do You Need Your Site Up and Running? p. 173 Who Are Your Competitors? p. 173 Evaluate Vendor Solutions p. 174 BroadVision p. 174 OpenMarket p. 176 Ariba and CommerceOne p. 178 ICat p. 180 MerchandiZer p. 181 IBM HomePage Creator p. 182 Platforms Supported and Integration Tools p. 184 Ease of Modifications and Extensions p. 185 Scalability p. 186 Partners p. 186 Customer Base p. 187 A Final Reminder before You Buy p. 188 Secure Your Investment: Security Threats and Solutions p. 189 Network Threats p. 191 Port Entrance p. 191 Password Cracking p Spoofing p. 192 Virus Intrusion p. 192 Other Hacker Attacks p. 193 Security Policies and Procedures p. 194 User-Based Security p. 194 Administrator-Based Security p. 195 Physical Server Security p. 196 Basic Operating System Security p. 196 Internet and Port Security p. 197 Security for Servers with Dial-In Access p. 198 Virus Protection Software Security p. 198 Commerce Application Security p. 198 Separating Your Net from the Net: Firewalls and Proxy Servers p. 199 Firewalls p. 199 Proxy Servers p. 201 Encryption p. 203 Symmetric Key Encryption p. 204 Asymmetric Key Encryption p. 204 Encryption and Decryption Algorithms p. 204 Pretty Good Privacy p. 205

5 Authentication and Access Control p. 206 Digital Signatures for Authentication p. 206 Viruses p. 207 Warning Signs p. 207 How a Virus Works p. 207 Keeping Them Out p. 208 Auditing an Attack p. 209 CERT p. 210 Get Ready for Wireless! p. 211 From E-Commerce to M-Commerce p. 212 How Many Customers? How Soon Will This Happen? p. 213 The Devices... Now, Then, and in the Future p. 213 Mobile Phones and PDAs p. 215 What's Available Now in E-Commerce? p. 216 What Will Be on the Screen? p. 216 Wireless Portals p. 217 Who Are the Players? Carriers vs. Internet Service Providers p. 219 What Will Happen? p. 220 International Perspective p. 221 Customer Satisfaction p. 223 Wireless Internet Convergence: Merging Technologies p. 224 Advancing M-Commerce Applications p. 226 Case Study: Year 2005 p. 228 Make Your Plans p. 228 Note to Readers p. 228 Commit to Never-Ending Improvement p. 231 The Dell Story p. 231 The ebay Story p. 232 The Amazon Story p. 233 The JCPenney Story p. 233 The Bid.com Story p. 234 Think! Think! Think! What's Next p. 234 Read p. 235 Research the Trends p. 236 Invest in Change That Improves Access to Your Goods and Services p. 238 Invest in Change That Adds Value to Your Goods and Services p. 238 Create Barriers to Entry for Subsequent Competitors p. 238 Network! p. 238 Index p. 241 Table of Contents provided by Blackwell's Book Services and R.R. Bowker. Used with permission.