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e Commerce Lecture

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E - C o m m e r c e T e c h n o l o g y E - C o m m e r c e T e c h n o l o g y TEC2441 1 E-commerce Defined E-commerce Defined E-commerce E-commerce involves involves digitally enabled commercial dig itally enabled commercial transactions transactions between and among organizations and between and among organizations and individuals individuals Digitally enabled transactions Digitally enabled transactions include all transactions include all transactions mediated by digital technology mediated by digital technology Commercial transactions Commercial transactions involve the exchange of value involve the exchange of value across organizational or individual boundaries in return across organizational or individual boundaries in return for products or services for products or services
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E-commerce DefinedE-commerce Defined

E-commerceE-commerce involvesinvolves digitally enabled commercial dig 

itally enabled commercial  transactionstransactions between and among organizations andbetween and among organizations and

individualsindividuals

Digitally enabled transactionsDigitally enabled transactions include all transactionsinclude all transactionsmediated by digital technologymediated by digital technology

Commercial transactionsCommercial transactions involve the exchange of valueinvolve the exchange of value

across organizational or individual boundaries in returnacross organizational or individual boundaries in returnfor products or servicesfor products or services

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E-commerce vs. E-businessE-commerce vs. E-business

Debate among consultants and academics aboutDebate among consultants and academics aboutmeanings and limitations of terms e-commerce and e-meanings and limitations of terms e-commerce and e-

businessbusiness

We use the termWe use the term e-businesse-business to refer primarily to theto refer primarily to thedigital enablement of transactions and processes withindig 

ital enablement of transactions and processes within

a firma firm, involving information systems under the control of , involving information systems under the control of 

the firmthe firm

E-business does not include commercial transactionsE-business does not include commercial transactions

involving an exchange of value across organizationalinvolving an exchange of value across organizational

boundariesboundaries

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Types of E-commerceTypes of E-commerce

Classified by nature of market relationshipClassified by nature of market relationship Business-to-Consumer (B2C)Business-to-Consumer (B2C)

Business-to-Business (B2B)Business-to-Business (B2B)

Consumer-to-Consumer (C2C)Consumer-to-Consumer (C2C)

Classified by type of technology usedClassified by type of technology used

Peer-to-Peer (P2P)Peer-to-Peer (P2P)

Mobile commerce (M-commerce)Mobile commerce (M-commerce)

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 Yahoo - An Advertising Revenue Model for Yahoo.com

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 Yahoo – A Subscription Revenue Yahoo – A Subscription Revenue

Model for SBC Yahoo! DSLModel for SBC Yahoo! DSL

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 Yahoo – A Subscription Revenue Model for Yahoo! Plus

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Ebay - A Transaction Fee Revenue ModelEbay - A Transaction Fee Revenue Model

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Amazon - A Sales Revenue ModelAmazon - A Sales Revenue Model

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MyPoints - An Affiliate Revenue ModelMyPoints - An Affiliate Revenue Model

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B2C Business ModelsB2C Business Models

Portal modelPortal model E-trailer/Storefront modelE-trailer/Storefront model

Content Provider Content Provider 

Transaction Broker Transaction Broker 

Market Creator Market Creator  Service Provider Service Provider 

Community Provider Community Provider 

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B2C Business ModelsB2C Business Models

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EncryptionEncryption

Encryption is the process of transforming plain text or data intoEncryption is the process of transforming plain text or data intocipher text(random text) that cannot be read by anyone outsidecipher text(random text) that cannot be read by anyone outside

of the sender and the receiver. The purpose of encryption is :-of the sender and the receiver. The purpose of encryption is :-

1)to secure stored information and1)to secure stored information and

2)to secure information during transmission2)to secure information during transmission

Encryption can provide four of the six key dimensions of e-Encryption can provide four of the six key dimensions of e-commerce security. i.e integrity, non-repudiation ,commerce security. i.e integrity, non-repudiation ,

authentication and confidentiality.authentication and confidentiality.

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I hi l i i f d i d ( i lli iblI thi l i t t i t f d i t d t t ( i t lli ibl

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In this plain text is transformed into random text (unintelligibleIn this plain text is transformed into random text (unintelligible

to hackers) called the “to hackers) called the “cipher text”cipher text”. A key(cipher) is any. A key(cipher) is any

method for transforming plain text to cipher text. Encryptionmethod for transforming plain text to cipher text. Encryption

can be either usingcan be either using substitutionsubstitution or or transpositiontransposition .In.In

substitution cipher, every occurrence of a given letter issubstitution cipher, every occurrence of a given letter isreplaced systematically by another letter.replaced systematically by another letter.

Eg: If we use the key(cipher)- “letter + 3”Eg: If we use the key(cipher)- “letter + 3”

Then the wordThen the word

A T T A C KA T T A C Kwill be transformed to D W W D F Nwill be transformed to D W W D F N

In transposition cipher, the ordering of the letters in each wordIn transposition cipher, the ordering of the letters in each word

is changed in some systematic way.is changed in some systematic way.

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ymme r c ey encryp onymme r c ey encryp on

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ymme r c ey encryp onymme r c ey encryp on Also called as Secret key encryption .In this types of encryption both theAlso called as Secret key encryption .In this types of encryption both the

sender and the receiver use the same key to encrypt and decrypt thesender and the receiver use the same key to encrypt and decrypt the

message. The secret key is send over some communication media or message. The secret key is send over some communication media or 

exchange the key in person..Symmetric key encryption requires that bothexchange the key in person..Symmetric key encryption requires that both

parties share the same key. If the key is lost or stolen the entire encryptionparties share the same key. If the key is lost or stolen the entire encryption

system fails.system fails.

The cipher or keys used to transform plain text in to cipher text are digitalThe cipher or keys used to transform plain text in to cipher text are digital

strings. Computers store text or other data as binary strings composed of 0’sstrings. Computers store text or other data as binary strings composed of 0’s

and 1’s. The strength of modern security protection is measured in terms of and 1’s. The strength of modern security protection is measured in terms of 

the length of binary key used to encrypt the data. It may use keys withthe length of binary key used to encrypt the data. It may use keys with56,128 or 512 binary digits is 256,128 or 512 binary digits is 2512512 ..

The most widely used symmetric key encryption on the internet today is theThe most widely used symmetric key encryption on the internet today is the

Data Encryption Standard(DES) developed by the National Security AgencyData Encryption Standard(DES) developed by the National Security Agency

(NSA) and IBM it uses a 56 bit encryption key.(NSA) and IBM it uses a 56 bit encryption key.

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P bli k tiP bli k ti

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Public key encryptionPublic key encryption In this method, two mathematically related digital keys are used :In this method, two mathematically related digital keys are used :

a public key and a private key. The private key is key secret bya public key and a private key. The private key is key secret by

the owners and the public key is widely disseminated(circulated).the owners and the public key is widely disseminated(circulated).

Both keys can be used to encrypt and decrypt a message.Both keys can be used to encrypt and decrypt a message.

However, once the keys are used to encrypt a message, thatHowever, once the keys are used to encrypt a message, that

same key cannot be used to decrypt the message. Thesame key cannot be used to decrypt the message. The

mathematical algorithms used to produce the keys are one waymathematical algorithms used to produce the keys are one way

functions. A one-way irreversible mathematical function is one infunctions. A one-way irreversible mathematical function is one in

which, once the algorithm is applied, the input cannot bewhich, once the algorithm is applied, the input cannot be

subsequently derived from the output. The key is sufficiently longsubsequently derived from the output. The key is sufficiently long

(128,256 and 512 bit keys) that it would take enormous(128,256 and 512 bit keys) that it would take enormous

computing power to derive one key from he other using thecomputing power to derive one key from he other using the

largest and faster computer available. Message confidentiality islargest and faster computer available. Message confidentiality is

achieved but message repudiation i.e sender deny of sending theachieved but message repudiation i.e sender deny of sending the

message is not achieved.message is not achieved.

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Public Key Cryptography – A Simple CasePublic Key Cryptography – A Simple Case

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Steps in simple Public key encryptionSteps in simple Public key encryption

1) The sender creates a digital message(document,1) The sender creates a digital message(document,spreadsheet etc)spreadsheet etc)

 

2)The sender obtains the recipient’s public key and applies2)The sender obtains the recipient’s public key and applies

it to the message.it to the message.

3)This produce an encrypted cipher text message.3)This produce an encrypted cipher text message.

4)The encrypted message is sent over the internet.4)The encrypted message is sent over the internet.

5)The recipient uses his/her private key to decrypt the5)The recipient uses his/her private key to decrypt the

message.message.

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g a gna ureg a gna ure

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g a gna ureg a gna ure In general use, a certificate is a document issued by some authority toIn general use, a certificate is a document issued by some authority to

attest to a truth or to offer certain evidence. A digital certificate isattest to a truth or to offer certain evidence. A digital certificate is

commonly used to offer evidence in electronic form about the holder commonly used to offer evidence in electronic form about the holder 

of the certificate. In PKI(Public key infrastruture) it comes from aof the certificate. In PKI(Public key infrastruture) it comes from atrusted third party, called a certification authority (CA) and it bears thetrusted third party, called a certification authority (CA) and it bears the

digital signature of that authority.digital signature of that authority.

A common use for a digital certificate is to associate or “bind” aA common use for a digital certificate is to associate or “bind” a

person to a public key, which is contained in the certificate. The CA isperson to a public key, which is contained in the certificate. The CA is

asserting that this unique public key belongs to one individual; thatasserting that this unique public key belongs to one individual; that

individual is the person who holds the linked private key. Only theindividual is the person who holds the linked private key. Only the

person who holds the private key can decrypt something that’sperson who holds the private key can decrypt something that’s

encrypted with the public key.encrypted with the public key.

Digital certificates are also commonly used in electronic commerce,Digital certificates are also commonly used in electronic commerce,

where the owner of a secure site will obtain a digital certificate that’swhere the owner of a secure site will obtain a digital certificate that’s

checked by a browser for a secure session. In this case, the CA ischecked by a browser for a secure session. In this case, the CA isasserting that the public key belongs to the business; it’s bound to theasserting that the public key belongs to the business; it’s bound to the

domain.domain.

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SSL: Secure Sockets layerSSL: Secure Sockets layer

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SSL: Secure Sockets layer SSL: Secure Sockets layer  The most common form of Securing channels of communication is SSL of TCP/IP.The most common form of Securing channels of communication is SSL of TCP/IP.

When you receive a message form a server on the web that you will beWhen you receive a message form a server on the web that you will be

communicating through a secure channel, this means you will be using SSL tocommunicating through a secure channel, this means you will be using SSL to

establish a secure negotiated session(here URL changes from HTTP to HTTPS).establish a secure negotiated session(here URL changes from HTTP to HTTPS).

A secure negotiated session is a client-server session in which the URL of theA secure negotiated session is a client-server session in which the URL of therequested document, along with the contents , contents of forms and the cookiesrequested document, along with the contents , contents of forms and the cookies

exchanged, are encrypted. For ex , your credit card number that you entered into aexchanged, are encrypted. For ex , your credit card number that you entered into a

form would be encrypted. Through a series of handshakes and communications,form would be encrypted. Through a series of handshakes and communications,

the browser and the server establish one another ‘s identity by exchanging digitalthe browser and the server establish one another ‘s identity by exchanging digital

certificates, decide on the strongest shared form of encryption, and then proceed tocertificates, decide on the strongest shared form of encryption, and then proceed to

communicate using an agreed-upon session key. A SESSION KEY is a uniquecommunicate using an agreed-upon session key. A SESSION KEY is a uniquesymmetric encryption key chosen just for this single secure session. The SSLsymmetric encryption key chosen just for this single secure session. The SSL

protocol provides Data encryption, Server authentication and message integrity for protocol provides Data encryption, Server authentication and message integrity for 

TCP/IP connection.TCP/IP connection.

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Current Online Payment SystemsCurrent Online Payment Systems

Credit cards are dominant form of online payment,Credit cards are dominant form of online payment,accounting for around 80% of online payments in 2002accounting for around 80% of online payments in 2002

New forms of electronic payment include:New forms of electronic payment include:

Digital cashDigital cash Online stored value systemsOnline stored value systems

Digital accumulating balance payment systemsDigital accumulating balance payment systems

Digital credit accountsDigital credit accounts

Digital checkingDigital checking

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PayPal: The Money’s in the E-mailPayPal: The Money’s in the E-mail

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Digital CashDigital Cash

One of the first forms of alternative payment systemsOne of the first forms of alternative payment systems Not really “cash” – rather, are forms of value storageNot really “cash” – rather, are forms of value storage

and value exchange that have limited convertibility intoand value exchange that have limited convertibility into

other forms of value, and require intermediaries toother forms of value, and require intermediaries to

convertconvert

Many of early examples have disappear; conceptsMany of early examples have disappear; concepts

survive as part of P2P payment systemssurvive as part of P2P payment systems

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Examples of Digital CashExamples of Digital Cash

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Online Stored Value SystemsOnline Stored Value Systems

Permit consumers to make instant, online payments toPermit consumers to make instant, online payments tomerchants and other individuals based on value storedmerchants and other individuals based on value stored

in an online accountin an online account

Rely on value stored in a consumer’s bank, checking or Rely on value stored in a consumer’s bank, checking or 

credit card accountcredit card account

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Online Stored Value SystemsOnline Stored Value Systems

S t C d St d V lSmart Cards as Stored Value

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Smart Cards as Stored ValueSmart Cards as Stored Value

SystemsSystems

Another kind of stored value system based on credit-Another kind of stored value system based on credit-card sized plastic cards that have embedded chips thatcard sized plastic cards that have embedded chips that

store personal informationstore personal information

Two types:Two types:

ContactContact

ContactlessContactless

Examples: Mondex, American Express BlueExamples: Mondex, American Express Blue

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Digital Credit Card Payment SystemsDigital Credit Card Payment Systems

Extend the functionality of existing credit cards for useExtend the functionality of existing credit cards for useas online shopping payment toolsas online shopping payment tools

Focus specifically on making use of credit cards safer Focus specifically on making use of credit cards safer 

and more convenient for online merchants andand more convenient for online merchants and

consumersconsumers

Example: eChargeExample: eCharge

How an Online Credit CardHow an Online Credit Card

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How an Online Credit CardHow an Online Credit Card

Transaction WorksTransaction Works

Processed in much the same way that in-storeProcessed in much the same way that in-storepurchases arepurchases are

Major difference is that online merchants do not see or Major difference is that online merchants do not see or 

take impression of card, and no signature is availabletake impression of card, and no signature is available(CNP transactions)(CNP transactions)

Participants include consumer, merchant,Participants include consumer, merchant,

clearinghouse, merchant bank (acquiring bank) andclearinghouse, merchant bank (acquiring bank) andconsumer’s card issuing bankconsumer’s card issuing bank

How an Online Credit TransactionHow an Online Credit Transaction

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How an Online Credit TransactionHow an Online Credit Transaction

WorksWorks

The SET (Secure ElectronicThe SET (Secure Electronic

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The SET (Secure ElectronicThe SET (Secure Electronic

Transaction) ProtocolTransaction) Protocol

Authenticates cardholder and merchant identity throughAuthenticates cardholder and merchant identity throughuse of digital certificatesuse of digital certificates

An open standard developed byAn open standard developed by MasterCard and VisaMasterCard and Visa

Transaction process similar to standard online creditTransaction process similar to standard online creditcard transaction, with more identity verificationcard transaction, with more identity verification

Thus far, has not caught on much, due to costs involvedThus far, has not caught on much, due to costs involved

in integrating SET into existing systems, and lack of in integrating SET into existing systems, and lack of 

interest among consumersinterest among consumers

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How SET Transactions WorkHow SET Transactions Work

Digital Accumulating BalanceDigital Accumulating Balance

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Digital Accumulating BalanceDigital Accumulating Balance

Payment SystemsPayment Systems

Allows users to make micropayments and purchases onAllows users to make micropayments and purchases onthe Web, accumulating a debit balance for which theythe Web, accumulating a debit balance for which they

are billed at the end of the monthare billed at the end of the month

Examples: Qpass and iPinExamples: Qpass and iPin

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Digital Checking Payment SystemsDigital Checking Payment Systems

Extend the functionality of existing checking accountsExtend the functionality of existing checking accountsfor use as online shopping payment toolsfor use as online shopping payment tools

Examples: eCheck, Achex (MoneyZap)Examples: eCheck, Achex (MoneyZap)

Limitation of E-commerceLimitation of E-commerce

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Limitation of E-commerceLimitation of E-commerce 1) Expensive technology:1) Expensive technology:

This technology uses internet and for that PC and internetThis technology uses internet and for that PC and internet

connectivity is required which makes it expensive.connectivity is required which makes it expensive.

2) Complex Software interface:2) Complex Software interface:

Using web requires installation of complex software (operatingUsing web requires installation of complex software (operating

system) and application programs are difficult to understand.system) and application programs are difficult to understand.

3) Sophisticated skill set:3) Sophisticated skill set:

The skills required making effective use of internet and e-The skills required making effective use of internet and e-commerce capabilities are far more sophisticated then usingcommerce capabilities are far more sophisticated then using

television and newspaper.television and newspaper.

4) Persistent cultural attraction of physical markets and traditional4) Persistent cultural attraction of physical markets and traditional

shopping experiences.shopping experiences.

5) Persistent global inequality limiting access to telephones and5) Persistent global inequality limiting access to telephones and3epersonal computers.3epersonal computers.

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M-Commerce Business ModelsM-Commerce Business Models

Takes traditional e-commerce business models andTakes traditional e-commerce business models and

leverages emerging new wireless technologiesleverages emerging new wireless technologies

   Key technologies are telephone-based 3G; Wi-Fi;Key technologies are telephone-based 3G; Wi-Fi;

andand

BluetoothBluetooth    To date, a disappointment in the U.S.To date, a disappointment in the U.S.

   However, technology platform continues to evolveHowever, technology platform continues to evolve


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