PART III.

Application
of IT:
CH4:Mgt functional areas vs IS (IS in
Orgns): Asst
Ch 5: Internet, Extranet, Intranet,
Collaboration Systems, and search
techniques and tools
Ch 6: E-Commerce
Mesfin F (PhD)
[email protected]
AAU
1
 Mgt functional areas vs IS
1.Accounting and Finance
1. Economic forecasting
2. Budgeting
3. Financial Transactions
4. Investment Management
5. Control and auditing
2.Marketing
1. Customer centric systems (CRM)
2. Analytics
3. Social Platforms
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3. Produn/ Opern Mgt
-Logistics
-Inventory mgt
-Quality mgt
-Production and operation mgt
-Computer integrated manufacturing
4. HRM
-Recruitment
-HRM planning
-Benchmarking for example on salary
-ETC 3
 Chapter 5: Internet, extranet, Intranet, collaboration
systems, and Information Searching
At the end of this chapter, you need to be able
to describe issues like:
1. Internet Address (IP Address)
3. World wide web address
4. Application of internet, intranet, & extranet
5. Intranet technologies
6. Search techniques and tools

4
 5.1. Internet Addresses/IP address
http://whatismyipaddress.com/ for more info
Every computer on the Internet is assigned a unique
Internet Protocol (IP) address.
It has 4 groups of numbers (eg. 198.80.146.30)
•Each group must be between 0 and 255 (these are
reserved numbers)
• Helps to trace back the origin of messages
•Are difficult to remember
– Domain name system is the solution (is a system for
converting IP addresses into names, such as google.com )
– Domain name is the text version of IP
– Eg for the above www.scsite.com
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 Key points about IP
1. You must have an active IP address to be online: every time
you're online you automatically have an active IP address.
2. IP addresses are assigned to computers, not people: When
you're at a coffeehouse, the IP address you see will be different
from the IP address you see at home, a hotel or an airport.
3. Whoever you interact with online could discover your IP address
(if they know how to find it): Your IP address isn't obvious to
others, but it isn't hidden. A website's network administrator and
technically savvy types can identify the IP addresses of computers
that visit their websites or send emails.
- Possible to find or track the location of someone, track e-mail
messages, facebook friends
- If computers have IP, e-mails can be tracked, why not try to detect
the source of fake info (news, videos on social medias)?

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• A website can monitor online behavior through online visits and
viewing.
Advertisers use online tracking to place ads that might be of in-
terest to website visitors. Website tracking systems can recognize
visits by the same IP address and suggest ads for articles and top-
ics that might interest the user behind the IP address…YOU.
- IP based digital advertizing (as a business model)
- You can be blacklisted
- What is the IP address of your mobile internet?

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5. You can hide your actual IP address: More accurately,
you can show a different IP address from the one you're
actively using. You can do that by using VPN.
Some VPNs are free, but the better ones charge a small
monthly fee.
See the IP

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9
5.2. Top level domain names vs second level name
• Com, . Org
• Net, . Gov
• Edu , etc
Q. Who assigns these? Domain name registrar
- Are accredited by the Internet Corporation for Assigned
Names and Numbers (ICANN), the organization charged
with overseeing the name and number systems of the
Internet.
- Parties registering a domain name with a registrar pay to
the registrar
- Popular names are already trade marked
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• What is the IP address of your computer? How did you
find out? What is the IP address of google.com? How
did you find out?
• What is the difference between the Internet and the
World Wide Web? Create at least three statements that
identify the differences between the two.
www are the pages you see when you're at a device and you're on-
line.
But the internet is the network of connected computers that the
web works on, as well as what emails and files travel across.
Think of the internet as the roads that connect towns and cities to-
gether. The world wide web contains the things you see on the
roads like houses and shops.
3. Who are the broadband providers in your area? What
are the prices and speeds offered?
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 5.3. WWW
• The difference between www & internet?
• The ever increasing web sites and web pages
made information searching/browsing is difficult
• Hyper link of web documents
• Search programs and query formulation
• Other concepts
– Web servers
– Web addresses
– Home pages
– Web hosting service

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 5.4. Business Use of Internet
• Communication and collaboration
• Interactive Marketing
• Strategic Alliance
• E-commerce
A.WWW

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 A. Communication and collaboration
• The internet(network of network), extranet, and
intranet facilitates
– Formation of virtual teams
– Telecommuting
– Real time global communication and collaborations
– Through:
• Interactive web sites
• E-mail
• Bulletin board systems (google doc), google calander
• Discussion groups (confluence/ Wiki)
• Audio (teleconferencing)and video conferencing 14
 Bulletin Boards

It is a notice board on the internet. It is a surface intended

for posting of public messages, for example, to advertise
items wanted or for sale, announce events, or provide
information.

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 FTP
• FTP (file transfer protocol)- is a standard network protocol used to
transfer files from servers to another computers over a TCP-based
network, such as the Internet.
• It is a language that computers use to transfer files over a TCP/IP
NW. Example FileZella (https://filezilla-project.org)

FTP of AAU
– ftp://ftp.aau.edu.et/Software/

– Paper: Explore possible uses cases for FTP

- Hospital patient history (card)
- Digital library
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17
 B. Interactive Marketing
Prdt customization and personalization based on:
- the profile of visiting customers
- Based on location of browsing customers (Google and face book
ads)
• Online discussion groups (Wikipedia/wiki)
• E-questionnaire (www.surveymonkey.com)

- Live chat facility for organizations like tour operators, hotels,

export oriented firms etc 18
 C. Strategic Alliance
• Internet facilitate the formation of strategic
alliances among customers, suppliers,
consultants etc through the formation of virtual
teams.

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 AAU’s Wireless NW Mgt
NW access monitoring:
•Do U have unique access code to university
NW? (user name and password? How what U
access and use is monitored)?
•How much bandwidth are U using? Which sites
are U browsing? Can we manage class atten-
dance based on NW access? Who is accessing
our NW/ college’s Universities NW?

20
5.5.Should Organizations block web surf?
• Web blocking can actually HURT employee productivity. Research
shows that allowing workers to do at least a limited amount of
Web surfing, even on "company" time, makes workers
more productive, not less.
– Employees can refresh
• If blocked:
– Lowered morale and decreased job satisfaction
– Of course, that doesn't mean you should let your employees run hog-wild
all over the Internet

– The company that shares information, learns together, improves

together, and creates a more intelligent organization.

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 Monitor through:
• Have Internet Usage Policy. The typical policy
allows some casual surfing, personal email, social
networking, and shopping, but it outlaws porn,
betting sites, and other inappropriate content.
• Those sites may be actively blocked. The policy
should also warn employees that their internet
usage may be monitored. That in itself is often
enough to discourage misuse.
Project: Assessment of internet usage policy in
your firm
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 5.6. An Intranet
• A network inside an organization
– That uses Internet technologies, to provide an
Internet-like environment within the organization
– For information sharing, communications,
collaboration and support of business processes
– Protected by security measures
– Can be accessed by authorized users through the
Internet
• Enterprise Information Portal ?
it is a framework for integrating information, people and
processes across organizational boundaries
• ftp servers

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 Uses of Intranet: As a communication tool
• Imagine integrating:
– all corporate, departmental, group, individual
communications, into a place that provides up-
to-date, quality, instant information to anyone
in the organization, whenever and wherever
you wanted it.
– Imagine a single place like a magazine cover that
would easily allow everyone in the company to get any
information from the Executives, Human Resources,
Marketing, Sales, Training, Finance, Partners,
Operations, Facilities.
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• Imagine all the hundreds of documents,
presentations, notes, software, policies, training
materials online.

• Imagine these resources available to everyone 24

hours a day. Imagine your company communicating
with anyone who produces this information,
improving on its presentation or content.

• Imagine knowing where the information came from,

when it was generated and how it relates to other
information. The Intranet is this communication tool.
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 As Collaboration & Sharing tool: An Expert’s Tool
• Imagine experts responsible for sharing their expertise,
• imagine being linked to real-time online expert support.
• Imagine chatting directly with the top, essential
consultants within your organization.
• Imagine sharing tips, tricks, pitfalls, analysis, and
bottom line information about any topic, and get-
ting it from those who know best, and have
spent innumerable hours researching, thinking,
and putting ideas into action.

26
• Instead of company information stored in filing cabinets,
desks, garbage cans, huge piles on desks, information is
on-line in your Intranet--available for re-use by anyone
working on similar topics.
• Consider common look and feel, and common goals and
messages repeating across the organization.
• Think of the time people save not reinventing the wheel.
• Imagine everyone in the organization telling customers
the same story!

27
 5.7. Extranets
• Network links that use Internet technologies
it is a network that allows people outside the organization
to access certain information and resources. It is a secure
network that can connect the organization with customers,
suppliers, and other partners, providing them with access to
shared resources such as files, databases, and applications.

28
 Exercise
• Think of (list) business and management prob-
lems that can be addressed with:
• Internet
• Extranet
• Intranet

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 5.8. Web search techniques & tools
• Documents on the web forms a hyperlink , that
make doc searching easy.
• Search is done through:
1. Search engines: programs that finds web sites
and web pages

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 Search engines
• Used when we do not know the address of the
document we are looking for
• Common SE are
– www.alltheweb.com
– www.altavista.com
– www.askjeeves.com
– www.google.com
– www.looksmart.com
– etc

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 Search agents: Are purpose specific
Examples:
• mySimon WWW.MYSIMON.COM
• Bottom Dollar WWW.BOTTOMDOLLAR.COM
• PriceSCAN WWW.PRICESCAN.COM
• Google alert: is a content change detection and notification service, offered
by the search engine company Google. The service sends emails to the user
when it finds new results—such as web pages, newspaper articles, blogs, or
scientific research—that match the user's search term(s).
• Job alert: is a very simple email job notification system. You create a profile
and the system will email you links to jobs that match your profile. Save
yourself time by using Job Alert to feed you relevant jobs automatically. Never
miss that great job because you didn't search when it was posted.

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33
 Asst
• Should managers monitor employee e-mail and Internet usage?
Why or why not?
• Describe an effective e-mail and Web use policy for a company.
• Should managers inform employees that their Web behavior is
being monitored? Or should managers monitor secretly? Why?
Explore the Web site of online employee monitoring software such a
s Websense, Barracuda Networks, MessageLabs, or SpectorSoft, http
s://www.veriato.com
and answer the following questions:
• What employee activities does this software track? What can an
employer learn about an employee by using this software?
• How can businesses benefit from using this software?
• How would you feel if your employer used this software where
you work to monitor what you are doing on the job? Explain your
response. 34
 .
• Compare the business models and core competencies of
Google, Apple, and Facebook
- Why is mobile computing so important to these three firms? Evaluate the
mobile strategies of each firm.
- Which company and business model do you think is most likely to
dominate the Internet and why?
- What difference would it make to a business or to an individual consumer
if Apple, Google, or Facebook dominated the Internet experience? Explain
your answer.
1. Study the business model of EBC and identify areas for im-
provement

35
 6 :
Ch erce
o m m
E- c

Mesfin F (PhD)
[email protected]
AAU
36
 Objectives
• What are the unique features of e-commerce, digital markets,
and digital goods?
• What are the principal e-commerce business and revenue mod-
els?
• How has e-commerce transformed marketing?
• What issues must be addressed when building an e-commerce
presence?

37
 What is E-C?
• refers to the buying & selling of goods/ services
using the internet, and the transfer of money and
data to execute these transactions.
– SMS based health advice service
– Service change is through SMS
• It encompasses the entire online process of:
– developing, marketing, selling, delivering, servicing,
and paying for products and services.

38
 6.1. Characteristic of EC
• No barrier to entry (free market structure)
• No geographic limitation (Huge market reach)
– You can buy SW from UAS, Japan etc
• High potential source of revenue
• No one owns it
• It works for 24/7 hrs and days
EC has some challenges
– Has issues of security (Credit card info), Bank info
– Demands complete trust and collaboration among
trading partners.
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 Trust
• Is one of the main preconditions for the success
of e-commerce. E-commerce is still relatively
new and consumers are not as confident with it
as with “real” world shopping.
• E-commerce regulation should protect customers
in a number of areas:
– the online handling of payment card information,
– misleading advertising, and
– the delivery of wrong/ fake products.

40
Not all products are suitable for e-commerce
– Standardized products (model #, brand, etc)
• Electronics (watch, mobile, camera etc)
– Digital products (move, e-books, journals…)
– Familiar products
– Non experienced products (car, clothes, house)
• Virtual reality ( )
• These are suitable for e-commerce

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 6.2. Some e-commerce business models
• Selling advertizing from your website (www.mekina.net) , www.qefira.com
• Selling products and service from your site
– Eg www.amazon.com , www.alibaba.com ,
• Referral service
– Firms that facilitate ppl to go abroad for medical purpose
• Collect and sell information (news, music, photo etc)
– www.thereporter.com , www.etender.net, www.2merkato.com,
– Dating websites (photo, profile (e-mail & telephones)
– www.heartofasia.com (25 USD/ photo) SMS
• Charge a fee for accessing your site
• E-mail marketing
• Rent hardware and software online
• Auction website
• Online trading
• Online job hunting etc
– www.ethiojobs.net

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Some other Internet Business Models

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 6.3. Key issues to consider for efficient e-c
1. Obtain good domain name-internet address that allows internet users to find your web
site: www.jimma.com.et
Short, easy to remember, (scarce or occupied) www.2merkto.com
2. Have a professional web site
3. Make the site attractive and easy to navigate
4. Build e-mail list and hence e-mail marketing
5. Provide great customer service
6. Optimize your site with search engine (SEO)
1.Site registration with SE
2.Have good content (with words/ terms that ppl will type into SE)
3.SEM (search engine Marketing)
7. Make your site mobile compatible
8. Buy keyword Ads on search engine (SEM)
9. Identify appropriate social media platforms and be visible there (FB, UT, TW….)

44
Targeted Ad: www.goal.com, www.qefira.com 45
SEM (search engine marketing)

46
 How to Optimize your site (SEO)?
• Register with SEs: To get discovered by internet
browsers, you need to register your site with SE and
Directories.
• SEO is a set of techniques used to improve the search
engine rankings of web pages
• Link with other popular sites (creating more hyper links):
it's good to create links to other sites that offer relevant
quality content on related subject matter.

47
 SEO is highly complex
• There is no magic formula, no shortcut: improving
rankings requires a number of onsite and offsite
activities that might involve:
• content optimization,
• link acquisition, and
• site structure.
If any one of these areas is neglected, rankings will suffer.
http://www.allbusiness.com/technology/internet-e-comm
erce-social-media/16773346-1.html#ixzz1xkoGz8L
a

48
 SEO is continually changing
• The formula, or algorithm, that Google uses to rank web
pages is always being refined in order to deliver the most
relevant results for a given search query. Because Google
changes its "rules or relevance", SEO techniques that were
effective even a year ago may be neutral or
counterproductive today. With this in mind, be sure to
review and update your SEO strategy

• Select SEO company with great care.

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 Other related issues/ concepts
• Mobile compatible web site
• M-commerce vs E-commerce

50
https://www.mmm.com Other issues

51
 Some tips
• Use strong, meaningful, descriptive, and specific titles for
your websites content.
• Formatting of texts in your website: The main page head-
ing should be formatted with a Heading 1 (or H1) style,
the secondary level headings should have a Heading 2
(H2) style, and so on.
• It's a good idea to use relevant keywords in your web-
site/ article body text. When writing or editing your text,
ask yourself what words your visitors would use when
searching for the content you offer? Try to anticipate the
different search terms, synonyms, and abbreviations that
different types of visitors would use.
52
• If you're stuck for keyword inspiration, you should definitely con-
sider using one of the many online tools available. The Google
Adwords Keyword Tool is an excellent example; you'll find it at:
https://adwords.google.com/ select/KeywordToolExternal

- To search engine spiders, an image is just a meaningless data file.

This means you can help search engines by using distinct
filenames for any image you use.
- If you want to know about your site traffic (use Google analytics)

53
 How has e-commerce transformed marketing?”
• The Internet and web have turned traditional marketing
methods on their head. Because so much data are gath-
ered on almost every Internet user, marketers can target
potential customers much easier than ever before
through behavioral targeting messages.

• Social networking and the wisdom of crowds helps stu-

dents understand how businesses can use social media
as an effective business tool. Rather than looking at so-
cial networking sites from a personal, user point of view,
students should explore the business opportunities
these kinds of web sites provide.
54
Common ad types for e-c

55
 Exercise
1. Analyze Ride taxi service platform by using the competi-
tive forces and value chain and models. What is its com-
petitive advantage?
2. How efficient are Ethiopian Websites in terms of SEO,
mobile compatibility, online chat services, use of key ad
words, and Google analytics?
3. What is the relationship between information technology
and Ride’s business model? Explain your answer.
4. Assess the management, organization, and technology is-
sues for using social media to engage with customers.
5. What issues must be addressed when building an e-
commerce web site? 56
6. Ethiopian govt wants to develop its tourist industry and attract
more visitors. How can a web presence help? What Internet
business model would be appropriate? What functions should the
Web site perform?
7. Explore the web sites of the following companies: Ethiopian
investment commission, ethio-telecom, and Ethiopian airlines.
Determine which of these web sites would benefit most from adding
a company-sponsored blog to the web site. List the business benefits
of the blog. Specify the intended audience for the blog. Decide who
in the company should author the blog and select some topics for
the blog.
8. Browse the internet and identify at least 5 e- commerce hosting
service providers. Compare among them and identify the best
company

57
9. How social media help EBC achieve its
objective?
10. What Mgt, Orga, and technology issues
should be considered by EBS to go to SNS
platforms?

58
• Internet
• The network of network
The Internet is a global network of interconnected computers and servers that allows
people to communicate and access information from anywhere in the world. It is a
public network that is open to everyone, enabling them the unrestricted ability to
view public websites, send emails, download files, and more.

Intranet
• use Internet technologies
an intranet is a private network accessible only to employees within an organization.
It is used to share information, resources, and applications within a company, and it is
protected by firewalls and other security measures to ensure that sensitive data is
not accessed by unauthorized personnel.

Extranet
• use Internet technologies
it is a network that allows people outside the organization to access certain informa-
tion and resources. It is a secure network that can connect the organization with cus-
tomers, suppliers, and other partners, providing them with access to shared re-
sources such as files, databases, and applications.