View
216
Download
2
Category
Preview:
Citation preview
ISPs for E-Commerce
Nizar R. Mabroukeh, M.Sc., C.S.
mabroukeh@hotmail.com
http://www.geocities.com/mabroukeh
For E-Commerce Short Course
18th April, 2000
Nizar Mabroukeh, 2000 2
Topics to be Covered Planning Requirements
– Requirements for an ISP– E-Commerce Add-ons for ISPs
Starting the business as an ISP– Advertise– Sell (shopping, checkout, authorization, charge back).– Promote
Surviving the competition Future Developments
Nizar Mabroukeh, 2000 4
Business ModelInd ep end e nt
S o ftw a reV e nd e r
B u s in e s sC o m m u n ity
N ewP ro d u c ts &
S e rv ic e s fo r theB u s ine s s C o m m u nity
N ewP ro d u c ts &
S e rv ic e s fo r theB u s ine s s C o m m u nity
T ru s te dInte rne t
M a rk e tP la c e
La rgeC o m p a nie s
P ro fe s s io na ls
M e d iu mC o m p a nie s
S m a llC o m p a nie s
Nizar Mabroukeh, 2000 5
RequirementsInfra-structure
A connection to a larger Internet Provider.
Hardware and Software to provide Internet Services.
Nizar Mabroukeh, 2000 6
Connecting To A Larger ISP
ISPs are divided into classes (A, B and C), according to how many sub-networks they can support with unique IP addresses.
Example:
AT&T KACST Commercial ISPs Internet CaféSatellite Leased LineSatellite Leased Line Leased Line Leased Line
or Submarine or Frame Relayor Submarine or Frame Relay Fiber OpticFiber Optic
Nizar Mabroukeh, 2000 7
Connecting To A Larger ISP
Hardware depends on type of connection. You are connecting your LAN to the larger
provider. Generally, you will need:
– An appropriate Router.– A Gateway, if different types of network.– A Proxy server to cache your link.– A Firewall to protect your LAN from intruders.– May need a leased-line modem or digital modem.
Nizar Mabroukeh, 2000 8
HW & SW to Provide Internet
You will providing for 3 types of customers:– Your local users on your LAN (directly
connected to the servers)– Dial-up users (using Modem)– Corporate accounts (Leased-lines, VPNs,
Frame-Relay…etc.), like Internet Cafès and Intranet solutions to companies.
Nizar Mabroukeh, 2000 9
HW & SW to Provide Internet
For the 3 different types you will need:– A machine for each of the following
applications:• Web Server: Ex. Microsoft Internet Information
Server (MIIS), Apache server (for Linux)…
• Proxy Server: Ex. Netscape Proxy Server
• E-Mail Server: Ex. Microsoft Exchange.
• Firewall: to protect your LAN from the last 2 types of customers. Ex.: SQUID, ipchains…
Nizar Mabroukeh, 2000 10
Dial-up Customers HW
For dial-up customers you will need a pool of modems (a modem for every phone line you have).
A customer dials your service using a pilot number which will connect him to the first available line from the pool.
Thus you need a Port Master and a RAS (Remote Access Server).
User Authentication follows the OS on the RAS.
Nizar Mabroukeh, 2000 11
Corporate Accounts HW
Leased-line modem, Frame-Relay switchs, VPN routers…etc. depending on connection type.
Most importantly you will need to have a pool of vacant and static IP addresses to provide.
Nizar Mabroukeh, 2000 12
Tuning to E-Commerce
Online Catalogue Shopping Cart Secure Servers and SSL Payment Gateways Commerce Service Providers (CSP)
Nizar Mabroukeh, 2000 13
Mall Services
Business Owner
Mall BackOfficeMall front
Electronic Mall Administration
Internet
Secure eCommerce Services & Hosting
Browse Mall
Services
Collect Services
(shopping basket)
Order$$$
Service ManagerMall
ManagerBusiness OwnersManager
Mall FrontManager
Reports &
Statistics
Advertisers
Extended Services
Financial InstitutionExtended
Services
Secure accessSecure access
Secure access (DID)
Classified Ads
Customer
Mall OwnerSecure access (DID)
Remote Sales
Nizar Mabroukeh, 2000 14
• Mall infrastructure:• Database design and programming• Store ‘test drive’• Central Category directory• Global shopping• Global search capability
• Mall front:• Advanced shopping cart• Static store policy pages• Multiple payment methods
• Mall Backoffice: Service manager
Modify, add and delete services Modify, add and delete templates Modify, add and delete store
Nizar Mabroukeh, 2000 15
Mall manager Fulfill orders Generate invoices E-mail confirmation notices automatically Track open orders Track and manage accounts receivable Generate past due notices Search orders Search unordered baskets Payment processing
Customer (store owner) manager Modify, add or delete customer information Manage customer passwords Track account balances Assign service levels Set credit limits Set credit length Search for customers
Nizar Mabroukeh, 2000 16
Mall front manager Modify, add and delete Mall front text Modify, add and delete Mall front advertisements Modify, add and delete Mall demo
Graphical Reports and Statistics Mall front processes Report on traffic and order analysis by day, week, or year Report on store sales statistics by item number, rank, time
period
Options VeriSign Server Set-up (to eliminate spoofing) Automated Billing System
Staff administrative training
Nizar Mabroukeh, 2000 17
Store Services
Internet
PurchaseManager
Business Owner
Electronic Store
Customer
Browse Catalog
Store Manage
r
Collect products (shopping basket)
Order$$$
CustomerManager
Inventory Manager
Supplier
Shipper (UPS)
Extended Services
Secure eCommerce Services & Hosting
Product Manage
r
Catalog Manager
Extended Services
Reports & Statistics
BackOfficeStorefront
Financial Institution
Secure access (DID)
Nizar Mabroukeh, 2000 18
• Each store is “rented” from a “Community” or “Mall” by a business
• Each business selects the services that best meet the online requirements of that business
• Each store may choose among different services like:• Home page for advertisement of a business or classified
with contact information• About page• Order information page• How to shop page• Catalog list pages (one level, up to 100)• Product list pages (up to 100 items)• Store ‘specials’ page• Reporting and statistics• Advanced reporting and statistics
Nizar Mabroukeh, 2000 19
Central directory search Advanced shopping basket Image uploading Shipping matrix Tax matrix Automated order notification Global ‘specials’ listing Generic invoices Real time payment processing capability Drop ship supplier order notification Customer profiling Store infrastructure Storefront management facilities Backoffice administration facilities
Nizar Mabroukeh, 2000 20
Your Team
Technical Team Customer Support Team Sales Team Marketing and Promotion Team Billing and Accounting Team (Customer
Care) Content and Quality of Service Team
Nizar Mabroukeh, 2000 21
Technical Team Configures, manages and administers your
connection as well as troubleshooting problems on the LAN and the Internet setup.
Supports and provides connection to corporate users.
Responsible for providing a continuous and smooth link with appropriate bandwidth to your ISP (Tune the connection).
Nizar Mabroukeh, 2000 22
Customer Support Team
On-site installation and setup of service for dial-up users.
Help-Desk service and troubleshooting. Provides After-Sales service for dial-up
users and small corporate accounts (like Internet Cafés).
Takes customer notes on service. Works side-by-side with Technical team.
Nizar Mabroukeh, 2000 23
Sales Team Sell…Sell…Sell… First Contact with customer thus first on-ground
impression about company. Must be knowledgeable about The Internet in
general and about the company’s capabilities. Promise only what the company can deliver and
deliver what was promised. Make friends with customers and keep in contact
after closing the deal. You Better have a sub-team for corporate accounts.
Nizar Mabroukeh, 2000 24
Marketing and Promotion Team
Advertise Sell Market Promote. Marketing is important for continuity of the
company as well as in competition. Hold promotional campaigns taking chances of
special occasions. Must have a clear goal (part of the general mission
of the company) on each campaign. Should be flexible and fluctuant with Competition
(able to compete).
Nizar Mabroukeh, 2000 25
Billing and Accounting Team
Must be online with customer database
Always on contact and direct arrangement with Marketing team.
Aware of their limits that might depend on technical matters of the link.Ex.: If server cannot keep track of off-peak hours, we cannot sell off-peak accounts.
Nizar Mabroukeh, 2000 26
Content and Quality of Service Team
They provide content to the users. Design your webpage and keep it up to date. Keep users attracted and entertained:
– Hold newgroups discussions.– Link people together: Chatting Services, small
tutorials, free personal websites for users…– Link your users to the government or people who
interest them.– Provide E-Commerce.
Nizar Mabroukeh, 2000 28
Start Your Business
After you have decided on your company mission, you can advertise on the grounds of this mission.
Sell: – In-door sales: For walk-in customers
– Out-door sales: Target a special class or group of people or industry sector, collect contacts, call them on the phone and visit them.
Market and Promote (again, have clear goals and targets)
Nizar Mabroukeh, 2000 29
Important Points for Sales
Internet Customers are usually interested in:– Price vs. quality of service.
– Customer Support (after-sales service).
– On-call Tech. Service.
– Trial accounts.
– Your Bandwidth and your ISP.
If I am a customer, I would ask you to convince me to buy from you and not other companies. This is when your “content” comes into action.
Nizar Mabroukeh, 2000 31
Payment and Order Processing
What is involved in credit card processing?– Authorisation.– Capture.– Charge back.
Other payment methods:– Fax.– Telephone Order.– Micro-payments.– Electronic cheques.
Nizar Mabroukeh, 2000 33
Ensure Continuity Try as much as possible to keep your
configuration tuned for best performance.– If you need more bandwidth get more.– If you need more phone lines get more.– You might need to install new modems to keep up with
technology that you’re customers are using, do it. Provide Content and Entertainment as mentioned
before. Make a survey about your service every now and
then by calling customers and asking them (keep up quality of service).
Nizar Mabroukeh, 2000 34
Ensure Continuity
Get rid of nosey customers, naggers, hackers, and hot shots ! HOW?
Make friends with your loyal customers, arrange gatherings.
You can also promote and market for your new services in these gatherings.
Nizar Mabroukeh, 2000 35
Future Development
The Internet is growing dramatically everyday. Thus the emergent need for development to keep up with technology.
It would be good if you had future plans in mind since day one of establishing your company.
Development in hardware and in content.
Nizar Mabroukeh, 2000 36
Development Team
Establish a team for Research and Development (R&D).
Give them resources they need: Money, testing devices, library, research tools…
Usually R&D is the most money and time-consuming department in any company.
Nizar Mabroukeh, 2000 37
R&D Responsibilities
Should follow up on new technologies and services.
Should be able to carry out experimentation and testing on new technologies and provide management with consultation and support in futuristic plans.
Should be able to come out with new ideas and plans to enhance the performance of employees, the network and the system as a whole.
Nizar Mabroukeh, 2000 38
Summary We have seen the basic steps one needs to start his
business as an ISP. To be a successful ISP keep in mind the following
points:– Good planning (the internet provides a lot of services
and there is a lot of technology involved, you might get lost).
– Robust connection to your ISP and enough resources.– Quality of service.– A lot of customer care.
The competition is wild !
Recommended