Digital Firm (II)Digital Firm (II)Soetam Rizky

Before we start………Before we start………

• Digital firm ?• B2B, B2C, C2C ?• E-Commerce advantages ?• Prospectus of digital firm ?

Interactive Marketing and Personalization Interactive Marketing and Personalization

Clickstream tracking tools: • Collect data on customer activities at

Web sites and store them in a log

Web Personalization• Create unique personalized Web pages for

each customer• Increased closeness to customer increases

value to the customer, while reducing costs of interacting with the customer

Interactive Marketing and Personalization Interactive Marketing and Personalization

Collaborative filtering: • Compares information gathered about a

specific user’s behavior at a Web site to data about other customers with similar interests to predict what the user would like to see next. The software then makes recommendations to users based on their assumed interests.

Customer self-service:• The use of Web sites to provide customers with

access to information and answers to questions• Replacing human call center operators and

clerks

Collaborative CommerceCollaborative Commerce

When firms use the Internet to cooperate closely in the development, production, and distribution of products and services

Quick SummaryQuick Summary

E-Commerce Features

Tracking and Personalization

Collaborative Filtering

Customer Self- Service

Collaborative Commerce

Intranet vs Internetin digital firm

Intranet vs InternetIntranet vs Internet

Intranet• An internal private

computer network or connection of one or more computer networks, whose use and access is restricted to an organization and its employees or members.

Internet• A network of more than

billion computers spread worldwide! It uses an ever improving set of Internet protocols (HTTP, FTP, SMTP, etc.) to transfer data

Intranet vs InternetIntranet vs Internet

Intranet• Controlled by a single

server or cluster server, which can adequately handle all tasks and has absolute control over the entire network.

Internet• Operated by a linked set

of billions of computer servers world wide. This is due to the sheer size of data that's exchanged over the Internet, making it inevitable, that control centers be decentralized.

Intranet vs InternetIntranet vs Internet

Intranet• Built in an organization,

to enable resource sharing and provide a rapid communication channel that efficiently connects team members and peers.

Internet• A global network which

has information sharing on a global level as its goal. Internet is more open in the sense, that everything shared here, is accessible to every person connected to it, all over the world.

Before we continue………Before we continue………

• Macsys : intranet or internet ?• What about :

–Kompas–Jawa Pos–PT. Rajawali Nusantara

Intranet’s Benefits ?Intranet’s Benefits ?

Connectivity:

Accessible from

most computing

platforms

Can be tied to internal corporate systems and

core transaction databases

Scalable to larger or

smaller computing platforms

Intranet’s Benefits ?Intranet’s Benefits ?

Low start-up costs Richer, more responsive

information environment than corporate manuals

Reduced information

distribution costs

Before we continue………Before we continue………

• Intranet in digital firms ?• Intranet :

– Desktop application– Web application

Managing business process changes

Determining how Internet

technology can provide value

for the business

Challenges & Solutions

Solution GuidelinesSolution Guidelines

Safeguarding security and

privacy

Questions / Comments ?Questions / Comments ?