WHAT IS E-BUSINESS?
Electronic Business
(e-Business) is, in its simplest form, the conduct of business on the internet.
The first usage of the term was by IBM, in 1997, when it launched a commercial
campaign on the internet, forcing many corporations to reconsider their
perspective of their extant businesses with relation to the internet within its
supposedly definable boundary of capabilities. This concept can be expanded by redifining it as the conduct of online business processes on the web, internet, extranet or a combination thereof. These customer and management-focussed business processes include buying and selling goods and services, servicing customers, processing payments, managing production and supply chains, collaborating with business partners, sharing information, running automated employee services and recruiting employees. With the
evolution of the internet with time to a seemingly limitless entity,
e-Business is the focussed harmonisation of Information and Communication
Technologies (ICT) in furtherance of an overall business aim.
E-business is similar to e-commerce but encompasses much more than online purchasing transactions. Functions and services range from the development of intranets and extranets to the provision of e-services over the internet by application service providers. Enterprises conduct e-business to buy parts and supplies from other companies, collaborate on sales promotions and conduct joint research.
Corporations are continuously rethinking and reshaping their business models influenced by advanced technologies, hybrid workforces, heightened customer expectations and, specifically, the internet's availability, reach and ever-changing capabilities. The growth of e-business in recent decades has given rise to new business requirements. Consumers expect organizations to provide self-service options to conduct transactions, personalized experiences, and speedy, secure interactions. New regulatory laws and best practices for keeping electronic data secure have been established. Companies have adopted stringent security protocols and tools, including encryption, digital certificates and multi-factor authentication, to protect against hackers, fraud and theft.
Different Types of E-Business Models
1. Business-to-consumer (B2C) model. Sellers offer products and services directly to consumers online, and the buyer purchases them via the internet.
2. Business-to-business (B2B) model. Companies use the internet to conduct transactions with one another. Unlike B2C transactions, B2B transactions usually involve multiple online transactions at each step of the supply chain.
3. Consumer-to-business (C2B) model. Consumers create their own value and demand for goods and services. Examples include reverse online auctions and airline ticket websites such as Priceline and Expedia.
4. Consumer-to-consumer (C2C) model. Consumers are buyers and sellers via 3rd-party-facilitated online marketplaces such as eBay. These models generate revenue through personal ad fees, charges for memberships and subscriptions, and transaction fees.
Examples of e-Business
- E-business encircles older
companies that digitally transformed from legacy processes to data-centric
operations and newer digitally oriented companies. The latter are organizations
that advisory firm Gartner has defined as starting after 1995 with
"operating models and capabilities [that] are based on exploiting
internet-era information and digital technologies as a core competency."
Since then examples of e-business organizations of different shapes and sizes
have flooded the digital landscape.
- Amazon, the world's
largest online retailer and marketplace, has used its e-business model to
disrupt and expand into numerous well-established industries, including
publishing and supermarkets.
- Uber and Ola, both of
which built businesses that match drivers with people needing rides, disrupted
the taxi and livery services industries. And in 2014, Uber went one step
further in the USA and expanded its e-business with the launch of a food
ordering and delivery platform, Uber Eats.
- Travel sites like MakeMyTrip,
Yatra and TripAdvisor enable consumers to research, plan and book all or pieces
of their trips based on personalized criteria, such as price, consumer ratings
and location.
Advantages of e-Business
E-Business has drastically
changed how enterprises, government agencies, nonprofit organizations and other
institutions operate, allowing them to increase productivity, lower costs, move
more quickly toward digital transformation and upgrade processes.
Electronic invoicing,
automated billing and digital payment systems lower the amount of time workers
devote to these tasks, many of which were handled manually just a few decades
ago. That kind of time savings allows businesses to decrease department head
count or shift workers onto higher-value tasks. Digital systems also streamline
workflows, reducing the time between invoicing and payment and improving cash
flow for the business.
Electronic communication
systems, such as email, video conferencing and online collaboration platforms
increase productivity by decreasing delays between inquiries and responses --
whether the communication is among employees, employees and external business
partners, or employees and customers. Decision-making is faster, resulting in
more agile companies that are responsive to stakeholder needs and market
demands. Electronic communication has also eliminated, in some cases, employee
business travel and supported more open, collaborative cultures so any employee
can contribute ideas.
Digital systems that power
e-Business can also extend an organization's reach beyond its brick-and-mortar
walls. Cloud-based business applications enable remote and hybrid workers to
perform their jobs in the office, from their home and other locations.
Similarly, cloud-based apps and the internet allow business transactions 24/7
so even solo practitioners and small businesses can conduct business globally.
Advanced technologies like
big data, AI, machine learning, the cloud, automation and Internet of Things (IoT)
have improved the ease, speed and effectiveness of numerous e-business tasks.
These tasks include archiving information, deriving data insights, recording
financial transactions and personalizing interactions with customers.
E-commerce software and
services have delivered new capabilities to organizations like email marketing
and created new avenues to sell their goods and services, such as online
stores. It has enabled the creation of entirely new business models, such as
eBay's capacity for B2C and C2C sales, social networking sites like Meta (Facebook),
X (Twitter), Linked-In and Shopify, which offers the infrastructure and
e-commerce platform for customers to create online stores and sell their own
goods.
Zuboff (1988) argued that the computer, initially designed to replace lower echelon jobs by automating
them had, instead, led to an unexpected outcome: a focus on what she called
‘informating’. A close look reveals that the technology implementation that
Zuboff describes can be seen from two angles. One aspect concerns automation of
arduous manual and repetitive tasks. The other facet, more central to Zuboff,
involves informating or re-designing work well beyond automated tasks so that
any new data generated by computerisation could be developed by workers into a
strategic company asset. Informating calls for collecting, organising,
analysing and creating a database, the domain of IT specialists, who then
administer it. This information flow is, de facto, edifying to those with
access to the computers, thereby precluding the planned laying off of staff. I
agree with Zuboff, but find that I have to go beyond her. I believe that
computerisation works at two levels:
The first and most
important level is its output of information. It is this information that
guides decision making authorities to an optimal business strategy, i.e.
minimal cost and maximum efficiency. Information is of many types and
impossibly diverse to pen. From an organisations’s point of view, the field
could be narrowed, depending upon its raison d’être, to departmental
productivity rates; cross-channel interaction, particularly in supply chains;
delivery schedules/bottlenecks; market demand and performance, etc.
The second level is a mix
of information and linked automation, fed downwards through a network, an
indication that the management believes in informating. Workers are granted access to role-specific
data and overall section-wise performance, creativity is encouraged. Workers now have the opportunity to explore
different patterns in the information, perhaps bringing ideas to the company
that will increase productivity, decrease operating costs, create new products,
or serve customers better. Feedback is welcome. Workplace ethos also changes to
an unshackled approach.
Next, consider the case of
the world's second largest enterprise software company, Oracle. The first
sentence that stares at you in big bold letters when you download their
brochure at oracle.com is their USP: INFORMATION GENERATES VALUE, the
Cornerstone for Sustainable Compliance and Growth. Today’s branch heads in an
organisation are constantly carrying out a balancing act. On the one hand, they
must comply with increasingly stringent regulations, which require a consistent
flow of information. On the other, they
must help guide the enterprise to a profitable future, investing in new
opportunities and equipment while hedging risks to maximise Returns on
Investment (ROI) and economies of scale. What is of great help here is that the
information is fully transparent and the data presented is exactly the same to
all heads. They are on a level playing field as a cohesive unit if called upon
to make either objective or selective judgments.
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BUSINESS PROCESS AUTOMATION
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Boeing engineers also use
‘informating’, which they describe as a collaborative, distributed and
multimodal system. Their perspective is slightly different, as should be the
case in two vastly differing industries. Boeing believes informating strategies
emerge as industries move beyond an emphasis on productive efficiency, where
‘automating’ strategies tend to be at the forefront− like the production of
Intel chips− to an emphasis on innovation and competitive advantage in which
interpretation and manipulation of information to suit the organisation’s aims
can be as important as the production of material goods.
Automating technologies
seek to extract productive value (skill, technique, strength) from human bodies
and invest them in machines, making human labour superfluous. Informating
technologies− for example electronic mail and bulletin boards, telecom
networks, etc. also extract or externalise workers' activity (e.g. planning and
discussion,) but they do not seek to replace workers; they are meant to augment
or enhance a worker's performance.
There is an inexorable but
welcome concomitant to informating: A change in workplace ethos. Informating
addresses the changing roles among managers and workers that occur with the
influx of information technologies. In the informated work milieu, quite
different from an industrial area of operations – a trio of specific operating
conditions needs to be met.
1. Managers must ‘release’ workers to explore
and interpret patterns in the central database's content. In many cases, this
means that managers must loosen their grip on authority to give way to a more
decentralised work environment. Workers should be encouraged to look for
underpinning patterns that contribute to innovation and new directions and
rewarded for their discovery.
2. Workers need access to participate. This
mandates that systems' computer expertise be decentralised and distributed
throughout the organisation so that workers have more direct, ongoing access to
key, raw data, i.e. resources.
3. The management must make a conscious effort
to develop and to train workers so they can determine context within the
informational stockpile and participate in the planning process; this is
especially valid at the brainstorming level.
The flexibility of Web
tools for managing multimedia content, the relatively little staff required to
design and maintain a site, and the technology's inherent accessibility by most
users are the primary reasons behind the growing popularity of Web-based tools
for informating projects. Interestingly, research has shown that information
professionals - whether they are working in a corporate library or in another
department as Webmasters - play a key role in designing and/or and maintaining
a company's central information resource and in carrying out the informating
process. Typically, the core database is the history of the organisation since
inception. Even more interesting is a report that by placing most of their core
database as ‘current awareness’ on their Web site, an organisation added a
strategic edge by off-loading a lot of repetitious tasks/responses and directly
saved millions of dollars annually in support calls.
Judging from the
evaluation and analysis presented supra, there is no need to fear that
e-business will morph to its retrogressive past by going back to the earlier
wave of automation, with systems that
either replace people or reduce the amount of skill that people need to do with
systems that either replace people or reduce the amount of skill that people
need to do their jobs.
Zorayda Ruth Andam, in her
Report on the e-ASEAN Task Force UNDP-APDIP (2003), writes, “In the emerging
global economy, e-commerce and e-business have increasingly become a necessary
component of business strategy and a strong catalyst for economic development.
The integration of information and communications technology (ICT) in business
has revolutionised relationships within organisations and those between and
among organisations and individuals. Specifically, the use of ICT in business
has enhanced productivity, encouraged greater customer participation, and
enabled mass customisation, besides reducing costs”
(http://www.apdip.net/publications/iespprimers/eprimer-ecom.pdf p.5).
Andam first defines
e-commerce as a wide range of online business activities for products and
services. It also pertains to any form of business transaction in which the
parties interact electronically rather than by physical exchanges or direct
physical contact. (p.6)
E-commerce is usually
associated with buying and selling over the Internet, or conducting any
transaction involving the transfer of ownership or rights to use goods or
services through a computer-mediated network. Though used often, this
definition is not exhaustive enough to integrate latest developments in this
new and revolutionary business phenomenon. A more complete definition is:
E-commerce is the use of electronic communications and digital information
processing technology in business transactions to create, transform, and
redefine relationships for value creation between or among organisations, and
between organisations and individuals.
Interestingly, e-business
also deals with commercial transactions over the net. It has the same
parameters, viz., Buyer, Seller or Provider, Internet contact and contract,
Product and Sale. On the topic of whether the Internet economy is synonymous
with e-commerce and e-business, she writes that the Internet economy is a
broader concept than e-commerce and
e-business. It includes e-commerce and e-business.
Andam defines e-business
as: 'The transformation of an organization’s processes to deliver additional
customer value through the application of technologies, philosophies and
computing paradigm of the new economy.' Surely, this is just a matter of
semantics, a play of words. What then is the difference between e-commerce and
e-business?
Andam explains that
internet economy pertains to all economic activities using electronic networks
as a medium for commerce or those activities involved in both building the
networks linked to the Internet and the purchase of application services such
as the provision of enabling hardware and software and network equipment for
Web-based/online retail and shopping malls (or 'e-malls'). It is made up of
three major segments: physical (ICT) infrastructure, business infrastructure,
and commerce. The CREC (Center for Research and Electronic Commerce) at the
University of Texas has developed a conceptual framework for how the Internet
economy works. The framework shows four layers of the Internet economy-the
three mentioned above and a fourth called intermediaries.
Let’s look at the
components of the four layers.
Layer 1: Internet
Infrastructure: Companies that provide the enabling hardware, software, and
networking equipment for Internet and for the World Wide Web.
Layer 2: Internet
Applications Infrastructure: Companies that make software products that
facilitate Web transactions; companies that provide Web development design and
consulting services.
Layer 3: Internet
Intermediaries: Companies that link e- commerce buyers and sellers;companies that provide Web
content; companies that provide marketplaces in which e-commerce transactions
can occur.
Layer 4: Internet Commerce
Companies that sell products or services directly to consumers or businesses.
There is no mention of e-businesses here! Does Andam imply e-commerce has the
same factors or components as e-business? Or that they are the same in
different guises? No, we need to go back to basics here. I’ll give you a hint:
Read page 7 of Andam’s PDF carefully.
If you want a slightly
clearer understanding of the two, just remember that e-commerce is a subset of
e-business. “E-business goes far beyond e-commerce or buying and selling over
the Internet, and deep into the processes and cultures of an enterprise. It is
the powerful business environment that is created when you connect critical
business systems directly to customers, employees, vendors, and business
partners, using Intranets, Extranets, e-commerce technologies, collaborative
applications, and the Web.” Read about it online at: (http://www.ebusinessprogrammers.com/ebusiness/ecommerce_
and_ebusiness.asp). I don’t think you will have doubts anymore.
Globalization along with
the boom of the internet era has led to the exponential growth of the eCommerce
sector in the past two decades. The growth of the eCommerce sector has in turn
become a catalyst for the growth of the economy as a whole. The impact that the
internet has on the industry structure, as well as the competitive forces in
the market, are as explained below:
- There is an increased
rivalry among the existing competitors. As there is no geographical limitation
for a virtual marketplace, the competitors can be from anywhere across the
globe. This has led to a considerable increase in the number of competitors
when it comes to eCommerce.
- The bargaining power of
buyers has increased. There are quite a lot of products available in the market
for a wide range of prices. This is because of a huge reduction in the
switching cost and the powerful channels existing in the chain have also been
removed.
- The bargaining power of
the suppliers has also increased. Suppliers now do not have to depend on the wholesalers
or manufacturers to get a deal to supply the products or raw materials. The
internet has made it possible for the suppliers to come closer to the customers
and the procurement process has also become easier.
- The barriers to entry have
been drastically decreased. Any company or manufacturer willing to sell their
product can do it so easier with the help of the internet. There is no
significant barrier to entry present in the current market structure.
- Threats to substitutes
have increased considerably. As discussed before, there are a lot of sellers
available on the internet who offer the same product or close-enough
substitutes. Because of this, customers switch from one company to another
without giving it much thought.
- Disintermediation: eCommerce
has eliminated traditional intermediaries in the supply chain, such as
wholesalers and retailers. This has led to a reduction in cost and increased
efficiency in the production and delivery of goods and services.
- Disruption of Traditional
Business Models: The Internet has disrupted many traditional business models.
Many businesses that ignored the digital revolution have faced severe
challenges in meeting changing customer needs and adapting to new challenges.
E-commerce and e-Business
are similar but not synonymous. E-commerce narrowly refers to buying and
selling products online, whereas e-business defines a wider range of business
processes, including supply chain management, electronic order processing and customer
relationship management, designed to help companies operate more effectively
and efficiently. E-commerce therefore should be considered a subset of
e-business.
E-commerce describes any
part of the business processes associated with online ordering and purchasing.
An e-commerce transaction, for example, would be a customer ordering online and
picking up the product at the brick-and-mortar store. By contrast, e-business
processes can be handled in-house through a company's internal network or outsourced
to providers that specialize in specific parts of the transaction.
IT business analysts can
interpret working data, analyse key metrics, gauge the implications of changes
in the supply chain environment and share these insights with senior management
and other employees. They can also develop new processes based on the needs of
relevant stakeholders.
Information is built on
the automation process: today, to automate also means to ‘informate’. The
automatic collection of data enables the recording of many more details. So
automating the front end of a business provides an opportunity in the back end
of the business to make better decisions with the information gathered.