[Volume. 1]----------
CONTENTS
Part 1 Introduction to E-commerce
1 THE REVOLUTION IS JUST BEGINNING = 2
Learning Objectives = 2
Amazon.com, Before and After = 3
1.1 E-commerce : The Revolution Is Just Beginning = 6
What Is E-commerce? = 6
The Difference between E-commerce and E-business = 7
Why Study E-commerce? = 7
Seven Unique Features of E-commerce Technology = 9
Ubiquity = 9
Global Reach = 10
Universal Standards = 10
Richness = 11
Interactivity = 11
Information Density = 12
Personalization／Customization = 12
Types of E-commerce = 13
Business-to-Consumer(B2C) = 13
Business-to-Business(B2B) = 14
Ccnsumer-to-Consumer(C2C) = 14
Peer-to-Peer(P2P) = 15
Mobile commerce(M-commerce) = 15
Growth of the Internet and the Web = 15
Insight on Technology : Spider Webs and Bow Ties = 18
Origins and Growth of E-commerce = 19
Technology and E-commerce in Perspective = 21
Potential Limitations on the Growth of B2C E-commerce = 22
1.2 E-commerce Ⅰ and Ⅱ = 23
The Visions and Forces behind E-commerce Ⅰ : 1995-2000 = 24
E-commerce Ⅱ : 2001-2006 = 27
Insight on Business : A Short History of Dot.com IPOs = 28
E-commerce Today : Successes and Failures = 30
Predictions for the Future = 31
1.3 Understanding E-commerce : Organizing Themes = 36
Technology : Infrastructure = 36
Business : Basic Concepts = 38
Society : Taming the Juggernaut = 38
Academic Disciplines Concerned with E-commerce = 39
Thchnical Approaches = 39
Insight on Society : Keeping Your Clickstream Private = 40
Behavioral Approaches = 41
1.4 Case Study Napster Rocked. But Was it Legal? = 43
1.5 Review = 47
Key Concepts = 47
Questions = 51
Projects = 52
Web Site Resources = 53
2 E-COMMERCE BUSINESS MODELS AND CONCEPTS = 54
Learning Objectives = 54
Kozmo Finally Crashes = 55
2.1 E-commerce Business Models = 57
Introduction = 57
Eight Key Elements of a Business Model = 57
Value Proposition = 57
Revenue Model = 59
Market Opportunity = 61
Competitive Environment = 62
Competitive Advantage = 63
Market Strategy = 64
Organizational Development = 65
Management Team = 65
Categorizing E-commerce Business Models : Some Difficulties = 66
2.2 Major Business-to-Consumer(B2C) Business Models = 67
Portal = 68
E-tailer = 69
Content Provider = 70
Transaction Broker = 71
Market Creator = 72
Service Provider = 73
Community Provider = 74
Insight on Technology : Google.com - Searching for Profits = 75
2.3 Major Business-to-Business(B2B) Business Models = 77
Marketplace／Exchange(B2B Hub) = 77
E-distributor = 79
B2B Service Provider = 79
Matchmaker = 80
Infomediary = 80
Insight on Business - e-Steel.com Breaks Its Mold = 87
2.4 Business Models in Emerging E-commerce Areas = 82
Consumer-to-Consumer(C2C) Business Models = 82
Peer-to-Peer(P2P) Business Models = 83
M-commerce Business Models = 83
Insight on Society - Who's Calling : Wireless Privacy = 85
E-commerce Enablers : The Gold Rush Model = 86
2.5 How the Internet and the Web Change Business : Basic Business Concepts = 87
Industry Structure = 88
Industry Value Chains = 90
Firm Value Chains = 91
Business Strategy = 91
2.6 Case Study Priceline.com - Can This Business Model Be Saved? = 96
2.7 Review = 99
Key Concepts = 99
Questions = 101
Projects = 102
Web Site Rewources = 103
Part 2 Technology Infrastructure for E-commerce
3 THE INTERNET AND WORLD WIDE WEB : E-COMMERCE INFRASTRUCTURE = 106
Learning Objectives = 106
Akamai Technologies : Speeding Internet Performance with Math = 107
3.1 The Internet : Ichnology Background = 109
The Evolution of the Internet 1961-2000 = 109
The Internet : Key Thchnology Concepts = 114
Packet Surtching = 115
TCP／IP = 116
Client／Server Computing = 120
Other Internet Protocols and Utility Program = 121
HTTP : Hypertext Documents = 121
SMTP, POP, and IMAP : Sending E-Mail = 121
FTP : Transferring Files = 122
SSL : Security = 122
Telnet : Running Remote = 123
Finger : Finding People = 123
Ping : Testing the Address = 123
Tracert : Checking Routes = 123
3.2 The Internet Today = 124
The Internet Backbone = 126
Network Access Points and Metropolitan Area Exchanges = 127
Campus Networks = 129
Internet Service Providers = 129
Intranets and ExtTanets = 131
Who Governs the Internet? = 132
Insight on Society : Yahoo! France-Government Regulation of the Internet = 134
3.3 Internet Ⅱ : The Future Infrastructure = 133
Limitations of Internet Ⅰ = 133
The Internet$$2^(R)$$ Proiect = 135
Advanced Network Infrastructure = 135
New Networking Capabilities = 135
Middleware = 136
Advanced Applications = 136
The Larger Internet Ⅱ Thchnology Environment = 137
Fiber Optics and the Bandwidth Explosion = 137
Wireless Web and 3G Thchnologies = 139
Insigbt on Business : Enkido- A View of the Future of Networks = 141
Wireless LANs = 142
Internet Appliances : The Changing Client Computer = 143
Benefits of Intemet Ⅱ Technologies = 144
IP Multicasting = 144
Latency Solutions = 144
Guaranteed Service Levels = 144
Lower Error Rates = 145
Declining Costs = 145
3.4 The World Wide Web = 146
Development of the Web = 146
Hypertext = 147
Markup Languages = 148
SGML = 148
HTML = 149
XML = 150
Web Servers and Clients = 152
Web Browsers = 154
3.5 The Internet and the Web : Features = 154
E-mail = 154
Search Engines = 155
Intelligent Agents(Bots) = 157
Instant Messaging = 157
Chat = 158
Music, Video, and Other Standard Files = 159
Streaming Media = 159
Cookies = 159
Insight on Technology : ChatterBots at Work = 160
Internet Ⅱ and E-commerce : Emerging Features and Serices = 161
Internet Telephony = 161
Digital Libraries = 162
Distributed Storage = 162
Distance Learning = 164
Digital Video = 164
Video Teleconferencing = 164
Tele-immersion = 164
M-commerce Applications = 164
3.6 Case Study Into Networks = 166
3.7 Review = 168
Key Concepts = 168
Questions = 172
Projects = 173
Web Site Resources = 175
4 BUILDING AN E-COMMERCE WEB SITE = 176
Learning Objectives = 176
Loudcloud : What Is 100% Uptime Worth? = 177
4.1 Building an E-commerce Web Site : A Systematic Approach = 179
Pieces of the Site-Building Puzzle = 179
Planning : The Systems Development Life Cycle = 180
Systems Analysis : Identify Business Objectives, Systems Functionality, and Information Requirements = 181
System Design : Hardware and Software Platforms = 181
Building the System : In-House vs. Outsourcing = 184
Build Your Own vs. Outsourcing = 184
Host Your Own vs. Outsourcing = 186
Testing the System = 187
Implementation and Maintenance = 187
Insight on Technology : What Boo Did Wrong = 189
4.2 Choosing Serer Software = 188
Simple vs. Multi-tiered Web Site Architecture = 190
Web Server Soware = 192
Site Management Tools = 193
Dynamic Page Generation Tools = 194
Application Servers = 196
E-commerce Merchant Server Functionality = 197
Online Catalog = 197
Shopping Cart = 198
Credit-Card Processing = 198
Merchant Server Software packages(E-commerce Suites) = 198
Choosing an E-commerce Suite = 198
Building Your Own E-Commerce Software = 200
Insight on Business : Small Town Doesn't Mean Small BusinessAnymore = 201
4.3 Choosing the Hardware for an E-commerce Site = 202
Right-sizing Your Hardware Platform : The Demand Side = 202
Right-Sizing Your Hardware Platform : The Supply Side = 207
4.4 Other E-commerce Site Tools = 211
Web Site Design : Business Considerations = 211
Tools for Interactivity and Active Content = 211
CGI = 212
Java, Java Server Pages(JSP) and JavaScript = 213
ActiveX and VBScript = 214
ColdFusion = 214
Personalization Thols = 214
The Information Policy Set = 215
Insight on Social Issues : Web Site Accessibility for the Physically Challenged = 216
4.5 Case Study REI - A Homegrown Success Story = 218
4.6 Review = 222
Key Concepts = 222
Questions = 225
Projects = 226
Web Site Resources = 227
5 SECURTY AND ENCRYPTION = 228
Learning Objectives = 228
The Merchant Pays = 229
5.1 The E-commerce Security Environment = 231
The Scope of the Problem = 231
What Is Good E-commerce security? = 233
Dimensions of E-commerce Security = 234
The Tension Between Serurity and Other Values = 236
Ease of Use = 236
Public Safety and the Criminal Uses of Security = 236
5.2 Security Threats in the E-commerce Environment = 237
Malicious Code = 238
Hacking and Cybervandalism = 241
Credit Card Fraud = 243
Insight on Social Issues : E-Sigatures - Bane or Boon to E-Commerce? = 244
Spoofing = 245
Denial of Service(DoS) Attacks = 245
Sniffing = 246
Insider Jobs = 246
5.3 Technology Solutions = 247
Protecting Internet Communications = 247
Encryption = 248
Symmetric Key Encryption = 248
Public Key Encryption = 250
Public Key Encryption Using Digital Signatures and Hash Digests = 250
Digital Envelopes = 253
Digital Cerificates and Public Key Infrastructure(PKI) = 254
Limitations to Encryption Solutions = 256
Securing Channels of Communication = 257
Insight on Technology : Everlasting Security? = 258
Secure Sockets Layer(SSL) = 257
S-HTTP = 260
Virtual Private Networks(VPN) = 260
Protecting Networks = 261
Firewalls = 261
Proxy Servers = 261
Protecting Servers and Clients = 263
Operating System Controls = 263
Anti- Virus Software = 263
5.4 Policies, Procedures, and Laws = 263
A Security Plan : Management Policies = 264
CERT = 266
The Role of Laws and Public Policy = 268
Insight on Business : Tiger Teams - Hiring Hackers to Locate Threats = 267
Government Policies and Controls on Encryption Software = 269
5.5 Case Study Verisign - The Web's Security Blanket = 271
5.6 Review = 274
Key Concepts = 274
Questions = 278
Projects = 279
Web Site Resources = 279
6 E-COMMERCE PAYMENT SYSTEMS = 280
Learning Objectives = 280
PayPal : The Money's in the E-mail = 281
6.1 Payment Systems = 283
Types of Payment Systems = 283
Cash = 283
Checking Transfer = 284
Credit Card = 286
Stored Value = 286
Accumulating Balance = 287
Overview of Current E-commerce Payment Systems = 289
Current Online Payment Systems = 289
6.2 Credit Card E-commerce Transactions = 291
How an Online Credit Card Transaction Works = 291
Credit Card E-commerce Enablers = 292
Limitations of Online Credit Card Payment Systems = 293
SET : Secure Electronic Transaction Protocol = 293
Insight on Society - The Right to Shop = 294
6.3 E-commerce Digital Payment Systems in the B2C Arena = 296
Digital Wallets = 296
Digital Cash = 302
Online Stored Value Systems = 304
Smart Cards as Stored Value Systems = 306
Insight on Business - Rocketcash.com = 307
Digital Accumulating Balance Payment Systems = 308
Digital Credit Card Payment Systems = 309
Digital Checking Payment Systems = 311
Digital Payment Systems and the Wireless Web = 313
Insight on Technology : Do You Take Wireless? = 315
6.4 B2B Payment Systems = 314
Electronic Billing Presentment and Payment = 317
Market Size and Growth = 319
Types of EBPP Systems = 319
6.5 Case Study CheckFree - On Top of Electronic Billing for Now = 322
6.6 Review = 325
Key Concepts = 325
Questions = 327
Projects = 328
Web Site Resources = 329
Part 3 Business Concepts and Social Issues
7 E-COMMERCE MARKETING CONCEPTS = 332
Learning Objectives = 332
MyPoints.com : Loyalty and Brands = 333
7.1 Consumers Online : The Internet Audience and Consumer Behavior = 335
The Internet Audience = 335
Internet Thaffic Patterns : The Online Consumer Profile = 335
Intensity of Usage = 336
Scope of Use = 336
Demographics and Access = 337
Ethnicity = 339
Education = 339
Gender = 339
Lifestyle Impacts = 340
Media Choices = 340
Consumer Behavior Models = 340
Psychographic Profiles of Online Consumers = 343
The Purchasing Decision = 343
A Model of Online Consumer Behavior = 343
Shoppers : Browsers and Buyers = 348
What Consumers Shop for and Buy Online = 350
Intentional Acts : How Shoppers Find Vendors Online = 351
Why More People Don't Shop Online = 352
7.2 Basic Marketing Concept = 352
Feature Sets = 354
Products, Brands, and the Branding Process = 354
Segmenting, Targeting, and Positioning = 357
Are Brands Rational? = 357
Do Brands Last Forever? = 357
Can Brands Survive the Internet? = 357
7.3 Internet Marketing Technologies = 360
The Revolution in Internet Marketing Technologies = 360
Web Transaction Logs = 360
Supplementing the Logs : Cookies and Web Bugs = 364
A Typical Netscape Cookie File = 364
Insight on Society : Should Web Bugs Be Illegal? = 366
Databases, Data Warehouses, and Data Mining : Developing Profiles = 368
Databases = 368
Data Warehouses and Data Mining = 368
Advertising Networks = 371
Insight on Technology : Collaborative Filtering = 372
Customer Relationship Management(CRM) Systems = 374
7.4 B2C and B2B E-commerce Marketing and Branding Strategies = 377
Market Entry Strategies = 377
Establishing the Customer Relationship = 379
Permission Marketing = 379
Affiliate Marketing = 380
Viral Marketing = 381
Leveraging Brands = 382
Customer Retention : Strengthening the Customer Relationship = 383
Personalization and One-to-One Marketing = 383
Customization and Customer Co-Production = 385
Transactive Content = 386
Customer Service = 386
Net Pricing Strategies = 388
It's Free! = 390
Versioning = 391
Bundling = 391
Dynamic Pricing = 393
Channel Strategies : Managing Channel Conflict = 394
7.5 Online Market Research : Knowing Your Customer = 395
Primary Research = 395
Insight on Business : Zoomerang.com = 397
Secondary Research = 398
7.6 Case Study America Online = 400
7.7 Review = 404
Key Concepts = 404
Questions = 407
Projects = 408
Web Site Resources = 409
8 E-COMMERCE MARKETING COMMUNICATIONS = 410
Learning Objectives = 410
NextCard-Effective Impressions = 417
8.1 Online Marketing Communications = 413
Online Advertising = 413
Banner and Rich Media Ads = 416
Paid Search Engine Inclusion and Placement = 419
Sponsorships = 422
Affiliate Relationships = 422
Direct E-mail Marketing = 422
Insight on Society : Targeting Children = 423
Online Catalogs = 424
Public Relations = 425
Mixing Offline and Online Marketing Communications = 426
Insight on Business : Tiffany & Co. = 428
8.2 Understanding the Costs and Benefits of Online Marketing Communications = 427
Online Marketing Metrics : Lexicon = 427
Does Online Advertising Work? = 432
The Costs of Online Advertising = 433
Software for Measuring Online Marketing Results = 436
Insight on Technology : WebSideStory = 437
8.3 The Web Site as a Marketing Communications Tool = 438
Domain Names = 438
Search Engine Optimization = 438
Web Site Functionality = 441
8.4 Case Study Ad Bombs, Ambush Marketing, and Other Invasive Marketing Techniques Grow on the Internet = 443
8.5 Review = 447
Key Concepts = 447
Questions = 449
Projects = 450
Web Site Resources = 451
9 ETHICAL, SOCIAL, AND POLITICAL ISSUES IN E-COMMERCE = 452
Learning Objectives = 452
Hacker to the Slammer - Piracy and Free Speech = 453
9.1 Understanding Ethical, Social, and Political Issues in E-commerce = 455
A Model For Organizing the Issues = 456
Basic Ethical Concepts : Responsibility, Accountability, and Liability = 459
Analyzing Ethical Dilemmas = 460
Candidate Ethical Principles = 461
9.2 Privacy and Information Rights = 462
Information Collected at E-commerce Sites = 463
Profiling : Privacy and Advertising Networks = 463
The Concept of Privacy = 467
Infonned Consent = 468
Legal Protections = 470
Statutory and Regulatory Protections of Online Privacy = 470
Private Industry Self-Regulation = 474
The European Directive on Data Protection = 476
Insight on Business : Chief Privacy Oifficers - New Execs on the Job = 478
Privacy Advocacy Groups = 479
Technological Solutions to Privacy Invasion on the Web = 480
Insight on Technology : Tug of War = 482
9.3 Intellectual Property Rights = 481
Types of Intellectual Property Protection = 483
Copyright : The Problem of Perfect Copies and Encryption = 484
Look and Feel = 485
The Fair Use Doctrine = 485
The Digital Millennium Copyright Act of 1998 = 486
Patents : Business Methods and Processes = 488
E-commerce Patents = 490
"Business Methods" Patents = 490
Trademarks : Online Infringement and Dilution = 493
Trademarks and the Internet = 493
Cybersquatting = 494
Cyberpiracy = 495
Metatagging = 496
Keywording = 497
Linking = 497
Framing = 498
E-commerce Ⅱ : Balancing the Protection of Property with Other Values = 498
9.4 Governance = 499
Who Governs E-commerce and the Internet? = 498
Can the Internet Be Controlled? = 500
Public Government and Law = 501
Taxation = 501
9.5 Public Safety and Welfare = 504
Protecting Children = 504
Gambling, Cigarettes, and Drugs : Is the Web Really Borderless? = 506
Equity and the Digital Divide = 507
Insight on Society : Cot Orders Viagro - the Internet Drug Bazaar = 508
9.6 Case Study There's a Hailstorm in Your Future = 510
9.7 Review = 515
Key Concepts = 515
Questions = 519
Projects = 520
Web Site Resources = 521
Part 4 E-Commerce in Action
10 RETAILING ON THE WEB
Learning Objectives = 524
Wal-Mart Moves Online = 525
10.1 The Retail Sector = 527
The Retail Industry = 528
Online Retailing = 531
E-commerce Ⅰ : The Vision = 531
E-commerce Ⅱ : The Online Retail Sector Tbday = 532
Insight on Business : eVineyard Is a Survivor - for Now = 536
10.2 Analyzing the Viability of Online Firms = 535
Strategic Analysis = 537
Financial Analysis = 538
10.3 E-commerce in Action : E-tailing Business Models = 540
Virtual Merchants = 541
General Merchandiser : Buy.com = 541
Niche Merchandiser : Ashford.com = 545
Clicks and Mortar = 549
JCPenney.com = 550
Catalog Merchants = 553
Landsend. com = 553
Insight on Society : Internet Taxation = 558
Online Malls = 559
Fashionmall.com = 560
Manufacturer-Direct = 563
Dell. com = 565
10.4 Some Common Themes in E-commerce Ⅱ Online Retailing = 568
Insight on Technology : Predictive Modeling Builds on CRM = 571
10.5 Case Study L.L. Bean - Webward Bound = 573
10.6 Review = 576
Key Concepts = 576
Questions = 530
Projects = 580
Web Site Resources = 581
11 ONUNE SERVICE INDUSTRIES = 582
Learning Objectives = 582
One by Net, Two by Land - NetBank Expands = 583
11.1 The Service Sector : Offline and Online = 585
What Are Services? = 587
Categorizing the Service Industries = 588
Knowledge and Information Intensity = 588
Personalization and Customization = 588
11.2 Online Financial Services = 589
Online Asset Growth = 589
Online Financial Consumer Behavior = 589
Financial Services Industry Trends = 592
Online Banking and Brokerage = 595
Multichannel vs. Pure Online Financial Services Firms = 595
Customer Acquisition, Conversion, and Retention = 597
E-commerce in Action : E*Trade.com = 597
Financial Portals : Comparison Shopping, Planning, and Advice Sites = 604
Account Aggregation Sites = 604
Online Mortgage and Lending Services = 605
Insight on Technology : Screen Scraping = 606
Online Insurance Services = 609
Managing Channel Conflict in the Online Insurance Industry = 610
Online Real Estate Services = 611
Insight on Society : Is Homestore.com a Monopoly? = 614
11.3 Online Travel Services = 613
Why Are Travel Services So popular? = 615
Online Travel Service Components = 617
Online 'IYavel Industry Segments : Leisure and Managed Business Travel = 617
Online Travel Industry Dynamics = 618
Opportunities for Disintermediation and Re-intermediation = 620
Insight on Business : Orbitz Flies = 622
E-commerce in Action : Expedia.com = 621
11.4 Career Services = 626
It's Just Information : The Ideal Web Business? = 628
Why Job Sites Are So popular = 628
Recruitment Market Segments = 631
Online Recruitment Industry Dynamics : Consolidation = 632
E-Commerce in Action : HotJobs.com = 632
11.5 Case Study Why WebVan Failed (and Britain's Tesco Succeeded) = 638
11.6 Review = 641
Key Concepts = 641
Questions = 646
Projects = 647
Web Site Resources = 649
12 B2B E-COMMERCE : SUPPLY CHAIN MANAGEMENT AND COLLABORATIVE COMMERCE = 650
Learning Objectives = 650
Covisint LLC - The Mother of All Net Marketplaces = 651
12.1 B2B E-commerce and Supply Chain Management = 653
Defining and Measuring the Growth of B2B Commerce = 654
The Evolution of B2B Commerce = 654
The Growth of B2B Commerce 2001-2006 = 657
Industry Forecasts = 658
Potential Benefits of B2B E-commerce = 658
The Procurement Process and Ie Supply Chain = 660
Types of Procurement = 661
Multi-tier Supply Chains = 662
The Role of Existing Legacy Computer Systems = 663
Trends in Supply Chain Management and Collaborative Commerce = 664
Supply Chain Simplification = 664
Electronic Data Interchange(EDI) = 665
Supply Chain Management Systems = 668
Collaborative Commerce = 669
Insight on Technology : Nike ond i2 Just Can't Do It = 670
Main Types of Internet-based B2B Commerce = 673
12.2 Net Marketplaces = 674
The Variety and Characteristics of Net Marketplaces = 674
Pure Types of Net Marketplaces = 675
E-distributors = 677
E-procurement = 679
E-commerce in Action : Ariba = 681
Exchanges = 687
E-commerce in Action : FreeMarkets Inc. = 690
Industry Consortia = 696
The Long-Term Dynamics of Net Marketplaces = 700
Insight on Society : Are Net Marketplaces Anti-competitive? = 702
12.3 Private Industrial Networks = 701
What Are Private Industrial Networks? = 701
Characteristics of Private Industrial Networks = 704
Private Industrial Networks and Collaborative Commerce = 705
Insight on Business : Wal-Mart Transitions Toward a Private Industrial Network = 706
Implementation Barriers = 708
Industry-Wide Private Industrial Networks = 708
The Long-Term Dynamics of Private Industrial Networks = 709
12.4 Case Study Siemens Clicks with Click2procure = 711
12.5 Review = 715
Key Concepts = 715
Questions = 720
Projects = 720
Web Site Resources = 721
[Volume. 2]----------
CONTENTS
13 AUCTIONS, PORTALS, AND COMMUNITIES = 724
Sam's Club : From Big Box to Big Auction = 725
13.1 Auctions = 727
Defining and Measuring the Growth of Auctions and Dynamic Pricing = 728
Why Are Auctions So popular? Benefits and Costs of Auctions = 729
Insight on Society : Amazon Tries Dynamic Pricing = 730
Benefits of Auctions = 731
Risks and Costs of Auctions for Consumers and Businesses = 733
Market-Maker Benefits : Auctions as an E-commerce Business Model = 734
Types and Examples of Auctions = 735
Internet Auction Basics = 735
Types of Auctions = 737
Auction Solution Proveiders for Business = 744
When to Use Auctions(and for What) in Business = 744
Seller and Consumer Behavior at Auctions = 747
Seller Profits : Arrival Rate, Auction Length, and Number of Units = 747
Auction Prices : Are They the Lowest? = 747
Consumer Trust in Auctions = 749
When Auction Markets Fail : Fraud and Abuse in Auctions = 750
E-commerce in Action : eBaycom = 750
13.2 E-commerce Portals = 750
The Growth and Evolution of Portals = 752
Types of Portals : General Purpose and Vertical Market = 754
Insight on Business : Death of a Portal - The Demise of Excite@Home = 755
Portal Business Models = 757
E-commerce in Action : Yahoo! Inc = 760
13.3 Online E-commerce Communities = 761
What Is a Community? What Is a Virtual Community? = 762
The Difference Between Online Communities and Portals = 763
The Growth of Online Communities = 764
Commerce and Communities : Moral Boundaries = 764
Types of Online Communities and Their Business Models = 766
Changing Business Models of Online Commercial Communities = 768
Community Features and Tchnologies = 769
Insight on Technology : Infopop and the Utimate Bulletin Board = 770
Commercially Sponsored Communities : Business Uses of Community = 772
E-commerce in Action : Alloy, Inc. = 773
13.4 Case Study iVillage Struggles to Find Its Marketspace = 774
13.5 Review = 779
Key Concepts = 779
Questions = 784
Projects = 785
Web Site Resources = 785
14 ONLINE CONTENT PROVIDERS : DIGITAL MEDIA = 786
Learning Objectives = 786
The Wall Street Journal Online = 787
14.1 Online Content = 789
Content Audience and Market : Where Are the Eyeballs and the Money? = 789
Media Utilization = 789
Internet and Ttaditional Media : Cannibalization Versus Complementarity = 790
Media Revenues = 791
Growth of the Online Content Audience = 792
Free or Fee? = 793
Media Industry Structure = 794
Media Convergence : Technology, Content, and Industry Structure = 794
Technological Convergence = 795
Content Convergence = 796
Industy Convergence = 798
Challenges and Risks in Media Convergence = 798
Online Content Revenue Models and Business Processes = 800
Making a Profit With Online Content : From Free to Fee = 803
Key Challenges Facing Contem Producers and Owners = 803
Technology = 803
Cost = 805
Consumer Attitudes = 805
Distribution Channels and Cannibalization = 805
Insight on Business : Netlibrary vs. The "Tower of Dead Trees" = 806
Rights Management = 807
14.2 The Online Publishing Indutstry : Newspapers, Books, and Magazines = 808
Online Newspapers = 808
Audience Size and Growth = 808
Content = 809
Online Newspaper Revenue Models and Results = 810
Convergence = 811
Challenges = 812
Books : The Evolution of E-books = 813
E-books = 814
Book Audience Size and Growth = 816
Content : Advantages and Disadvantages of E-books = 818
E-book Industry Revenue Models = 819
Convergence = 821
Insight on Society : The Evolving E-book = 824
Magazines : Online "Zines" = 825
Audience Size and Growth = 826
Content = 828
Online Magazine Revenue Models = 828
Convergence = 831
E-commerce in Action : CNET Networks, Inc, = 831
14.3 The Online Entertainment Industry = 831
Entertainment Audience Size and Growth = 832
Traditional Entertainment = 832
Nontraditional Online Entertainment = 832
Content = 833
Online Entertainment Industry Revenue Models = 835
Convergence = 836
E-commerce in Action : Disney = 839
Insight on Technology : A Movie for Your Handheld? = 840
14.4 Case Study Oligopoly : The Future of the Internet Content Industry? = 842
14.5 Review = 845
Key Concepts = 845
Questions = 852
Projects = 853
Web Site Resources = 853
References = 854
Index = 857
