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Be a SMART User

Prepare for your E-Business Plan

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The Big Picture of Electronic Commerce

Telephone services. The motoring organizations have long supplied travel information over the

telephone. Now, the cellular phone companies have the technology to locate a mobile phone within one metre (www.uswireless.com). The market for personal mobile information services (such as the location of the nearest hotel, restaurant or cash dispenser) will be enormous.

Internet websites. Travel company websites, such as that of British Airways (ww.ba.com), are

already selling tickets online. Already 57 of the 75 largest airlines, hotels and car-hire companies take online bookings. Likewise, intermediaries, such as Travelocity (www.travel.co.uk/), will search for bargains for you.

Electronic kiosks. An increasing number of touch-screen information and ticketing kiosks are

appearing in railway stations and in travel agents, such as Thomas Cook.

TV channels. The Travel Channel on UK cable focuses on travel documentaries. Such

television channels should be major beneficiaries of interactive digital television.

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Total Electronic CommerceBoth from Information Superhighway and traditional

channels

ElectronicCommerce

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Domain Names (URL)

Register for your URLSelect the right extention

Commercial .com Non-profit organization .org Government .gov Education .edu

Use of trademark or brand names as domain name

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Domain Names

Network Solutions Inc. (NSI) Contracted by the government to assign domain

addresses, such as, .com, .org, .edu, .gov, .net. European countries is weary of the US assuming

the rights to direct Internet governance and effectively subjecting the Internet to U.S. law

On June 1 in 1998, the monopoly of NSI over domain names ended

A registration system is created. It is shared with several other competing companies

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Commercial StrategiesPortals - Sell, buy, advertise and expand!

Directories like Yahoo! Search engines like Infoseek Online stores like Amazon.com

Online retail channels – complement existing shops British Airway (www.ba.com) Freemans (www.freemans.com) Tesco (www.tesco.co.uk)

Customer Care – lower cost for customer service E-Bay www.ebay.com DHL www.dhl.com

Subscriber bases www.hotmail.com www.icq.com www.freeserve.co.uk

Banner Advertising

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Portals

Principal gateways to the Internet, and has major revenue potential for advertising, market capitalization and leverage into few businesses.

Portal are by definition GorillasClassified into: Browsers (e.g. Netscape) Service providers (e.g. www.aol.com) Directories (e.g. Yahoo!) Search Engineers (e.g. Yahoo!, Go/Infoseek, Altavista, and Excite

etc) Online Stories (e.g. www.amazon.com, www.schwab.com ) Intermdiaries (e.g. Ebay www.ebay.com) Free Services (e.g. Hotmail, and Freeserve www.freeserve.com )

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Search EngineAlta Vista http://www.altavista.com/ Excite http://www.excite.com/ HotBot http://www.hotbot.com/ Lycos http://www.lycos.com/ WebCrawler http://www.webcrawler.com/ Yahoo! http://www.yahoo.com Northern Light http://www.northernlight.com/ Infohiway http://www.infohiway.com/ Infoseek http://www.infoseek.go.com/ search.com http://www.search.com EasySearcher http://www.easysearch.com AsianNet http://www.asiannet.com/ CARI http://www.cari.com.my Globe Page http://www.globepage.com/ Matilda http://www.aaa.com.au/ WWW Yellow Pages http://www.yellow-pg.com/

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Find the Right Category

Directories use category to increase the speed of search

Give your page a descriptive titleCompany NameProductsBrand NameTechnology

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Links

Create links in other sites in relation to your business

Increase traffic

Increase the chance being seen by potential clients

Link to portals

Put up Advertisement Banners

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Behind the scene – META Tags

Not visible on the web page itselfInvaluable for storing information about your web pageEssential for advertising your web site correctly in some search engine and web directoriesUse the tags to: Describe your site Identify the author Identify the keywords and description of the page

Many search engines will display the first 30 words in META tag for search result displayFor more about META tags, visit www.lepak.com

  

Meta Tag

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Search Engine Placement Don’ts

Be honest using META tags!

DON’TRepeat and repeat with the same keyword

to gain a higher ranking on search resultsUse entirely inappropriate keywords to

attract visitors (e.g. FREE OFFER)

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Checking your URL Status

Submit your URL to search enginesCheck these engines two weeks laterSee how your site is ranked If you have a low ranking

Improve your META tag If you have a high ranking

Beware that your competitor is also watching!!! Maintaining a top ranking requires constant

monitoring and reworking of keywords or adding of content

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Legal and Ethical Issues: an Overview

PrivacyIntellectual Property Difficult to protect since it is easy and inexpensive to copy and

disseminate digitized information

Free Speech Internet provides the largest opportunity for free speech

Taxation Illegal to impose new sales taxes on Internet business at the

present time

Consumer Protection Many legal issues are related to electronic trade misrepresentation to different kinds of fraud

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Legal Policy for EC

E-Commerce is comparatively new

Legal, ethical and other public policy issues that are necessary for EC’s existence are still evolving

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Ethical Issues

Put up true and honest statements

Define code of ethics for collection and use of personal data

Ownership of data

Right to access private information

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How is Private Information Collected?

Examples of how people collect private information through Internet Reading your newsgroups’ postings Finding you in the Internet Directory Making your browser record information about you Recording what your browsers say about you Reading your e-mail Give you a “Cookie”

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Cookies

Piece of information that allows a Web site to record one’s comings and goings

Web sites can ‘remember’ information about users and respond to their preferences on a particular site, process is transparent to users

Web sites can maintain information on a particular user across HTTP connections

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Cookies (cont.) Reasons for using cookies

to personalize information to improve online sales/services to simplify tracking of popular links or demographics to keep sites fresh and relevant to the user’s interests to enable subscribers to log in without having to enter a

password every visit to keep track of a customer’s search preferences personal profiles created are more accurate than self-

registration Solutions to cookies

users can delete cookie files stored in their computer use of anti-cookie software (e.g. Cookie Cutter and Anonymous

Cookie)

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Protecting Your Privacy

Think before you give out personal information on a site

Track the use of your name and information Keep your newsgroups’ posts out of archives Use the Anonymizer when browsing Live without cookies Use anonymous remailers Use encryption Reroute your mail away from your office Ask your ISP or employer about a privacy policy

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5 basic principles for Privacy Protection

Notice/Awareness— Customers must be given notice and be able to make informed decisions.Choice/Consent— Customers must be made aware of their options as to how their personal information may be used. Consent may be granted through ‘opt-Out’ clauses requiring steps.Access/Participation— Consumers must be able to access their personal information and challenge the validity of the data.Integrity/security— Consumers must be assured that the data is secure and accurate.Enforcement/Redress— There must always exist a method of enforcement and remedy. The alternatives are government intervention, legislation for private remedies, or self-regulation.

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Smart Hong Kong ID Card

What information should be included in the ID Card?

Who should have the right to access the information?

Should the Hong Kong ID Card be used for E-Commerce (includes digital signature)?

Is it worth to replace the current HKID Card with the Smart HKID Card?

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Protecting Intellectual Property

Copyright A statutory grant that provides the creators of

intellectual property with ownership of it for 28 years

Trade Secret Intellectual work such as a business plan, which is

a company secret and is not based on public information

Patent A document that grants the holder exclusive rights

on an invention for 17 years

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Copyright Protection Techniques

Digital watermarksembedding of invisible markscan be represented by bits in digital contenthidden in the source data, becoming

inseparable from such data

www.ewatermark.com

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Legal Perspectives

Electronic Theft (NET) Act, December 1997 software industries lost $13.2 billion to pirates in 1997 imposed criminal liability for individuals who reproduce or

distribute copies of copyrighted works even if no commercial advantage or financial gain exists

even if individual does not personally benefit from unauthorized distribution of software, it does not mean that it does not cost the developer, license or patent holder

it will ultimately cost the honest consumer more money

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Legal Perspectives (cont’d)

Digital Copyright Clarification and Technology Education Act

limits the scope of digital copyright infringement by allowing distance learning exemptions

“individuals other than the author or owner of a digital work may make incidental copies if the copying does not conflict with the exploitation of the work, and does not prejudice the legitimate interests of the author”

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Legal Perspectives (cont’d)

Currently, no liability for a pirate who links his or her site to a party from which to download software

Internet access providers are anxious to know how far the liability issue extends

Online Copyright Liability Limitation Actseeks to protect Internet access providers from

liability for direct and vicarious liability under specific circumstances where they have no control or knowledge of infringement

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Legal Perspectives (cont.)

Digital Millennium Copyright Act, 1998 reasserts copyright in cyberspace makes illegal most attempts to defeat anti-copying technology requires the National Telecommunications and Information

Administration (NTIA) to review the effect the bill would have on the free flow of information and makes recommendations for any changes two years after it is signed into law

lets companies and common citizens circumvent anti-copying technology when necessary to make software or hardware compatible with other products, to conduct encryption research or to keep personal information from being spread via Internet “cookies” or other copy-protection tools

forbids excessive copying of databases, even when those databases contain information already in the public domain

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International Aspects of Intellectual Property

The World Intellectual Property Organization more than 60 member countries to come up with

an international treaty part of the agreement is called the ‘database

treaty’ its aim is to protect the investment of firms that

collect and arrange information

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What’s Most Important?

Self-discipline

Enjoy your e-living, e-learning