Week 5 | E-business/M-business Flashcards
Mobile intensives
he majority of mobile intensives are Gen X or Y, they own a smartphone (usually the latest model), earn higher incomes, and the first or second thing they do when they wake up is check their mobile phone. This group and their data usage is growing rapidly (and demographics widening).
Mobile casuals
he numbers for mobile casuals—those who use their mobile sparingly and are usually owners of near obsolete models—are stable.
Mobile restrained
The numbers of mobile restrained—those who may or may have a mobile device, rarely use it (if they own one) and generally own obsolete pre-smart phones—is in sharp decline.
Defining mobile technology and its benefits
- laptop and palmtop (netbook) computers
- mobile phones and ‘smart phones’
- tablets
- global positioning system (GPS) devices
- embedded technology (for example; in-car systems, media players etc.)
- wireless debit/credit card payment terminals.
Mobile devices can be enabled to use a variety of communications network technologies such as:
- wireless fidelity (Wi-Fi)—a type of wireless local area network technology
- Bluetooth—connects mobile devices wirelessly
- ‘third generation’ (3G), global system for mobile communications
(GSM) and general packet radio service (GPRS) data services—data
networking services for mobile phones - fourth generation (4G) systems—higher speeds than 3G
- dial-up services—data networking services using modems and telephone lines
- virtual private networks (VPN)—secure access to a private network.
Benefits of business mobility
- Enhances mobility—activities previously tied to physical locations are now performed (almost) anywhere.
- Provides immediate data access—for example, real-time data for GPS.
- Increases location and monitoring capability—tracking books, containers, cars, cattle, to monitoring the weather.
- Improves workflow—paper or cables, no longer constraining work flows.
- Provides mobile business opportunities—digital content, banking, payments, mobile shopping, location based services (LBS).
- Provides an alternative to wiring—wireless networks provide an alternative.
- Bring Your Own device (BYOD)—connecting to a network, downloads, viruses.
- Bring Your Own device (BYOD)—connecting to a network, downloads, viruses.
- Protecting against theft—mobile devices are more vulnerable to theft because of their relatively small size.
- Protecting wireless connections—hackers have millions of wireless access points to use to gain access into hard-wired networks.
- Preventing viruses on a mobile device— mobile devices can get viruses too! For example, the Cabir virus in 2004. Turn off to help prevent viruses. Bluetooth discoverable
- Addressing privacy concerns with RFID and LBS—your mobile tells your location.
Digital commerce
Digital commerce is the buying and selling of goods
and services over public and private computer networks (Kroenke, Bunker
& Wilson 2014, p. 232).
E-Commerce
E-Commerce refers to the use of the internet and the
web to transact business. More formally, E-Commerce is about digitally
enabled commercial transactions between and among organisations and
individuals (Laudon & Laudon 2014, p. 403).
E-Business is conducting business
E-Business is conducting business on the internet—not only buying and selling, but also serving customers and collaborating with business partners (Baltzan, Lynch & Fisher 2015, p. 429).
Benefits of e-business - Global reach
The technology reaches across national boundaries seeing commerce enabled across cultural and national boundaries seamlessly and without modification. Marketspace includes, potentially, billions of consumers and millions of businesses worldwide.
Benefits of e-business - Ubiquity
Internet/Web technology available everywhere and at anytime. Marketplace removed from temporal, geographic locations to become ‘Marketspace’. Marketspace includes potentially billions of consumers and millions of businesses worldwide. Ubiquity also allows for enhanced enhanced customer convenience and reduced shopping costs
Benefits of e-business - Personalisation/customisation
When a website can ‘know’ enough about a person’s likes and dislikes to be able to fashion offers that are more likely to appeal to that person. Personalisation involves tailoring a presentation of an e-Business website to individuals or groups of customers based on profile information, demographics or previous transactions. For example Amazon uses personalisation to create a unique portal for each of its customers.
Benefits of e-business
- Global reach
- Ubiquity
- Personalisation/customisation
Challenges of e-business
- Protecting customers
- leveraging existing systems
- increasing liability
- Providing security
- Adhering to taxation rules
Use of Web Analytics
According to the Web Analytics Association, Web Analytics (WA) is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing web usage.
Benefits of Web Analytics
- to better understand website traffic and usage
- to optimise the website (e.g. navigation, structure, usability, design, content)
- to analyse behavior of users and online customers
- to improve eCRM (customer orientation, acquisition and retention)
- to improve eMarketing (campaigns and search enginge optimisation)
- to optimise eBusiness and eCommerce transactions
- to facilitate a better and easier website management and rational decision-making process.
The mechanics of Web Analytics
- the analysis of log files (server-side data collection)
- page tagging (client-side data collection)
- the use of packet sniff-ing
- web beacons and,
- reverse proxies.
Understanding the log
imilar to a car’s logbook, the log files can tell you a lot about the product (in this case a car). In this example it can tell you where it’s been, when it gets serviced and even the parts replaced during those services. It may also alert the user of possible infringements and incidents that the car may have been involved i
Deep Log Analyzer
Deep Log Analyzer is an advanced and affordable web analytics solution for small and medium size websites. Deep Log Analyzer can analyse web site visitors’ behaviour and get complete website usage statistics in a very simple graphical format. With this information you’ll know exactly where your customers came from, how they moved through your site and where they left it.
Google Analytics
Google Analytics is one of the best free Web log analysis tools available. As a free product, there are a few reports that are not included, but the graphs and well-defined reports make it very usable and powerful tool. The product is aimed at marketers as opposed to webmasters and technologists from which the industry of web analytics originally grew. rough the use of this tool, poor performing pages can be identified using techniques such as funnel visualization, where visitors came from (referrers), how long they stayed and their geographical position. It also provides more advanced features, including custom visitor segmentation.
Piwik
Piwik - Piwik is downloadable, Free (GPLv3 licensed) real time web analytics software. It provides the business with detailed reports on your website visitors; the search engines and keywords they used, the language they speak, your popular pages, and much more. Piwik is a free software alternative to Google Analytics, and is already used on more than 320,000 websites.
Unique visitor data
Unique visitor data shows whether your content and campaigns are successfully driving visitors to your site. This data can indicate a good upward trend over time, or in conjunction with specific marketing campaigns. If your unique visitor count isn’t rising, you may need to reassess your marketing tactics.
repeat visitor rate
If the repeat visitor rate is only in the single digits, the site might not offer enough valuable information to capitalise on the link or campaign that attracted a new visitor in the first place. Conversely, if the repeat visitor rate is higher than 30%, the site is probably not growing the audience enough to generate new business. Most marketing
agencies would recommend a healthy rate of repeat visitors to be approx 15%
