IT8005 EC Notes UNIT 2

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UNIT- II
2 Building an E-Commerce
Website, Mobile Site and Apps
Syllabus
Systematic approach to build an E-Commerce : Planning, System Analysis, System Design, Building
the system, Testing the system, Implementation and Maintenance, Optimize Web Performance –
Choosing hardware and software – Other E-Commerce Site tools – Developing a Mobile Website
and Mobile App.rogramming paradigms- procedural, object oriented, functional, and logic and rule
based.
Contents
2.1 Systematic Approach to Build an E-Commerce
2.2 Planning
2.3 Optimize Web Performance
2.4 Choosing Software
2.5 Choosing Hardware
2.6 Other E-Commerce Site Tool
2.7 Developing a Mobile Website and Mobile App
2.8 Part A : Short Answered Questions (2 Marks Each)
2.9 Part B : Long Answered Questions
(2 - 1)
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Electronic Commerce 2-2 Building an E-Commerce Website, Mobile Site and Apps
2.1 Systematic Approach to Build an E-Commerce

 Knowledge of business, social issues, technology and systematic approach are
required for building a successful e-commerce presence. E-commerce is simply too
important to be in any way left absolutely to technologists and software engineers.
 The two major challenges are as follow :
o Developing a clear understanding of business objective:
This need you to prepare a plan foe developing your company’s online presence
o Knowing how to pick the correct technology to accomplish those objective:
This challenge needs you to have some basic e-commerce infrastructure
knowledge.
 Even in case the development work of e-commerce application is outsourced, then
also it is advisable to have development plan and some knowledge of basic issues
related to e-commerce infrastructure like capability, cost and constraints. Without
proper knowledge and plan, you won’t be able to make proper choices regarding
e-commerce within your company.
 For example, consider you are a project manager for medium-sized industrial parts
company in Bangalore. ` 15,00,000/- were allotted to you for building an
e-commerce presence of your company. The main objective will be to sell and
provide services to company’s customers, who are majorly small metal fabricating
and machine shops, and to engage customers through websites, mostly through
user forums and blogs.
 First, you must make choices in some major areas like Management, Hardware
Architecture, Software, HR, Design and Telecommunications.
 On the organizational and HR fronts, you should unite a group of people who have
abilities expected to develop and manage a successful e-commerce presence. This
group will make the critical choices about business objectives and strategy, design,
technology, and social and information policies. The whole development effort
should be firmly overseen on the off chance that you hope to avoid the disasters
that have happened at certain organizations. You will likewise have to make choices
regarding software, hardware, and telecommunications infrastructure. The requests
of your clients should drive your decisions of technology. Your clients will need
technology that empowers them to discover what they need effectively, see the
product, buy the product, and afterward get the product from your distribution
centers quickly. You will likewise need to be careful about design. Whenever you
have recognized the key choice areas, you should consider a plan for the project.
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2.2 Planning
 The next step towards developing an e-commerce website is creating a plan. To
handle a complex problem, for example, building an e-commerce website, you
should continue systematically through a series of steps.
 One approach is the systems development life cycle. The SDLC is an approach for
understanding the business objectives of any system and designing a fitting
solution. Embracing a life cycle approach doesn't ensure success, yet it is obviously
better than having no plan by any means.
 The SDLC technique also helps in making documents that convey objectives,
significant milestones, and the uses of resources to management.
 The system development life cycle contains following major phases
o System analysis
o System design
o Building the system
o Testing the system
o Implementation and maintenance.
2.2.1 System Analysis

 In this step of SDLC, we will identify what we want this e-commerce website to do
for our firm. The key point is to let the business choices drive the technology, not
the reverse. This will guarantee that your technology platform is lined up with your
business. We will expect here that you have recognized a business system and
picked a plan of action to accomplish your strategic objectives.
 One approach to start is to recognize the particular business objectives for your
website, and then build a list of system functionalities and information
requirements. Business objectives are nothing but the abilities you need your
website to have.
 System functionalities are kinds of information systems capacities you will need in
order to accomplish your business objectives. The information requirements for a
system are the information components which the system must produce in order to
accomplish the business objectives. This list of information requirement are
required to be given to system programmers and developers in order to let them
understand what as a manager you expect them to do.
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 Table 2.2.1 explains some essential business objectives, system functionalities, and
information requirements for a typical e-commerce website. As appeared in the
table, there are ten fundamental business objectives that an e-commerce website
should convey. These objectives should be converted into a description of system
functionalities and eventually into a set of precise information requirements. To a
large extent, the business objectives of an e-commerce website are not that different
as those of a conventional retail store. The genuine difference lies in the system
functionalities and information requirements. In an e-commerce website , the
business objectives should be given completely in digital form.
Business Objective System Functionality Information requirements
Display goods Digital catalogs Dynamic text and graphics

catalog
Provide product details Product database Product description, stocking

numbers, inventory levels
Customize/Personalize Customer on-site tracking Site log for every customer

product visit; data mining ability to
identify similar customer paths
and suitable responses
Engage customers in On-site blog, user forums Software with blogging and
conversations community forum
facility
Execute a transaction Shopping cart/payment Secure credit card clearing,

system multiple payment options
Accumulate customer Customer database Name, address, phone, and e-

details mail for all customers;
online customer registration
Provide after-sale Sales database Customer ID, product, date,

customer support payment, shipment date
Coordinate Ad server, e-mail server, Site behavior log of prospects

marketing/advertising e-mail, campaign manager, and customers linked to e-mail
ad banner and banner ad campaigns
Manager
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Understand marketing Site tracking and reporting Number of unique visitors,

effectiveness system pages visited, products
purchased, identified by
marketing campaign
Provide production and Inventory management Product and inventory levels,

supplier links system supplier ID and
contact, order quantity data by

product
Table 2.2.1 System analysis : Business objective, system functionality and Information
requirement for e-commerce website
2.2.2 System Design

 Once the business objectives and system functionalities are identified and have
prepared a list of information requirements, you can start to think on how these
functionalities can be conveyed through website.
 The system design can be divided into two parts: physical design and logical
design. A logical design contains a data flow diagram which explains the flow of
data in your e-commerce website, the processing function which should be
performed and the database which will be used. It also contains details regarding
security and emergency backup procedures which will be initiated, and the controls
which will be used in system.
 The logical design is then translated in a physical design which contains physical
components. For example, the physical design provides details about the type of
server to be used, the software needs to be purchased, required telecommunication
link size, system backup and security policy and so on.
 For a simple logical design of website which delivers catalog web pages in HTML in
response to the HTTP requests received from client browser is shown in
Fig. 2.2.1(a), while physical design corresponding to the logical design is shown in
Fig. 2.2.1(b).
 Every main process can be divided into lower level designs which are more
accurate in recognizing exactly how the data flows and which are different
equipment are involved.
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Fig. 2.2.1 (a) Simple data flow for e-commerce website
Fig. 2.2.1 (b) Simple physical design
2.2.3 Building the System

 Since, you now have proper understanding of logical and physical design for your
website, you can start thinking about how to go bout building the website.
Depending on the budget available, you have various options.
 These options starts from building everything to outsourcing everything. In
outsourcing, to provide the services involved in building website outside vendor is
hired instead of using in-house resource.
 Another option that you have to make is whether the website is hosted at your
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company’s own server or the hosting is outsourced to web host provider.

 These choices are independent of one another, but are considered at the same time.
There are few outside vendors available you will design, build and host you
website, while other vendors will either host or build you website, but will not do
both. Fig. 2.2.2 show the options available.
Building Site
In-house Outsource
Completely In-house Mixed Responsibility

In-house Build: In Build: Out
Hosting Host: In Host: In
Site Mixed Responsibility Completely Outsourced
Outsource Build: In Build: Out
Host: Out Host: Out
Fig. 2.2.2 Options in hosting and building site
2.2.3.1 Build Your Own Vs Outsourcing

 There are various choices available, if you have chosen to build your own website.
For creating your website, you should make use of pre-built website template
available unless you are skilled enough. For instance, Yahoo Aabaco Small Business
(formerly known as Yahoo Stores)provides website templates which requires you to
insert only graphics, text and other required data along with infrastructure to run a
e-commerce website after it is created.
 WordPress is less costly and most commonly used website building tool. It has an
advance content management system. A database software which is designed for
managing structured and unstructured data and different object in the website
environment, is known as Content Management System (CSM). It give a centralized
control structure to manage content of website to web designers and managers.
 WordPress also have number of in-built widgets and plug-ins which you can use to
extend website functionality. Revenue-generating ads, affiliates, and sponsors are
the major sources of revenue for WordPress websites.
 Website building tools similar to WordPress are provide by wix, weebly and google
sites. These are few less costly options to create a website, while these are restricted
to the functionality and look and feel provided by the templates and infrastructure
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provided by these third party vendors.

 In case you have proper knowledge and experience of programming, then you can
opt for building the website yourself from scratch. There are various types of tools
available, some tools like Microsoft visual studio and Adobe dreamweaver helps to
build everything from scratch, while some prepackaged website building tools are
available which can create an advanced website which is custom-built as per your
requirement. Fig. 2.2.3 shows different tools available for building website.
Less costly More costly
Use prebuilt templates Build from scratch Use packaged site building
tool
Shopify CGI Scripts IBM Websphere
WordPress HTML Sitecore commerce server
Google Sites PHP
Yahoo Aabaco Small SQL DB
Business Dreamweaver
Fig. 2.2.3 Tool for building own e-commerce website
 There are number of risks involved in building your website on your own. Provided
the complexity of functionality like credit card authentication, shopping cart,
payment processing, order processing and inventory management, the cost will be
higher, as are the risk of performing poor job.
 As you will be rebuilding the kind of website which other specialized firms have
already developed, and your staff may require longer time which would delay your
entry in the market. Because of all this you efforts can fail. On the brighter side, you
might be better able to develop a website which has all the functionality that you
want and more importantly you will learn the art of developing in-house, which
will help you in case you need to make some changes because of change in business
strategy.
 In selected to purchase more costly site- building packages, then you will be buying
the software which is tested under all circumstances. By this you can enter into
market sooner. However, to make proper choice, you will need to evaluate multiple
software which can take long time. You might want to customize the package as per
your requirement and perhaps you will hire another vendor to do customization
work. As the number of customization increases, the cost associated with it also
increase.
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 In the past, traditional retailers who wanted an e-commerce website have

developed the website by themselves, as the had skilled staff and had high budget
to invest on the IT capes like telecommunications and database. However, as the
e-commerce application have become more advance, the larger retailer nowadays
depend on third party vendor to fulfill their website related needs.
 Small startup firms might build their own website from scratch using the in-house
technical resources in order to keep the expenses low. Medium-size startup firms
may buy site design and technical expertise from outside vendor.
2.2.3.2 Host Your Own Vs Outsourcing

 Majority of businesses opt to outsource hosting of their website and pay vendor to
host their website, this means it is responsibility of hosting company to make sure
the website is live 24  7. By opting to pay monthly rental for hosting, the businesses
don’t have to worry about many associated technical aspects.
 You can even opt to co-locate. In co-location facility, your company buys or takes on
lease a web server but the server is located at vendor’s premises. Maintenance of
communications line, facility and machinery is taken care by vendor. Co-location
has expanded with the expansion of virtualization where one server is capable of
operating multiple websites at a time with multiple OS and which has multiple
processors. In such cases, you do not purchase the server but rent its capabilities on
monthly basis. Below is list of major hosting/ cloud service provides :
o Bluehost
o Azure
o Amazon Web Services (AWS) EC2
o Godaddy
o SoftLayer(IBM)
o Hostway
o Rackspace
o Verizon Cloud.
 Co-location involve renting space for hardware, so you can consider renting virtual
space on cloud service provider’s infrastructure. Since the cloud services are reliable
and less costlier, it is taking place of co-location. Contrary to co-location, hardware
is not owned by your firm. Cloud service providers provides virtual technology,
standard infrastructure and pay as per usage billing system.
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Electronic Commerce 2 - 10 Building an E-Commerce Website, Mobile Site and Apps
 As the cost of servers are falling very fast, the cost of hosting is also decreasing.Also
telecommunications costs have also fallen. Due to this, most of hosting service
provider wants to be different than other hosting providers by providing various
ad-on services like marketing, design of site, optimization and other services.
 There are number of drawbacks in outsourcing hosting. In case you opt for a
vendor, ensure that you select such a vendor which have the capability to grow
along with you. You will also need to understand type of security provisioned for
taking backup copies of your website, activity monitoring and security track record.
 Many fortune 500 companies own their private cloud data centers in order to
control the web environment. Diversely, if you are small company, there are various
risk involved in hosting you own website. You cost will go high than in case you
opted for outsourcing hosting, since being a small firm you will not have that much
power to procure low cost telecommunication and hardware. You will need to
procure software and hardware, have a space to setup hardware infrastructure, rent
telecommunication lines, developing security & backup policy and hire a staff
yourself.
2.2.4 Testing the System

 Testing of the system needs to be done once the system is developed. Based on the
system’s size, this process can become lengthy and challenging. Testing is needed
irrespective of whether it is built in-house or it is outsourced. A complex
e-commerce website will have number of routes through the website, each of this
should be documented and after that tested.
 It is important to note that testing is generally under-budgeted. Testing and
rebuilding can consume around 50 % of your budget allocated for e-commerce
website. In unit testing website’s different modules are tested one at a time.
 In system testing, website is tested in a same way that a normal user would at the
time of using system. In acceptance testing, company’s key personnel and managers
in production, marketing, sales and general management uses the system as
deployed on testing server. Acceptance testing confirms that the system satisfies the
business objectives.
 Split testing is another type of testing in which two different versions of website is
shown to different users to check which one performs better. This testing is also
known as A/B testing. In template testing, same content is tested across different
design or layouts.
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 The flow through a sequence of pages is compared in funnel testing to check which
results in conversion in higher percentage.
 In multivariate testing specific element on web page is identified and different
version of every element is created. After that unique combination of every element
and version is created to test. It helps in identifying most optimal color, format,
layout and content.
2.2.5 Implementation and Maintenance

 Majority of people think that once the system deployment is done, the process is
over. Where as only the starting phase of process is completed, the operational
phase of the system has just started.
 There are various reasons for system breaking down and many of these reasons are
unknown. Hence the system needs periodic testing, checking and repair.
Maintenance of system after deployment is very important but is neglected few
times. A very large e-commerce website costing around ` 1 lac will likely need
around ` 5 lac to 7 lac budget for maintenance.
 As e-commerce websites are kind of site which always in process of upgradation,
correction and enhancement, the cost of maintenance of such site are higher. It is
found in maintenance of traditional system that 205 of time is given to responding
to emergency situations and debugging the code. Another 20 % is dedicated to
changes in reports, data files and update in links to the databases. The remaining
60 % of time is provided to making change and enhancement of system and general
administration. E-commerce websites are never completed, there is always
something going on in development.
 The long-term success of an e-commerce website relies on a dedicated employee
referred to as web team, whose only responsibility is to monitor and as per market
situation adapt the website. This web team needs to be multi-skilled, so this team
will have designer, programmer and business managers taken from production,
marketing and sale support.
 One of the initial job of the web team is to check customer’s feedback on the website
and reply to that feedback as required. Another job is to build a systematic testing
and monitoring plan which is to be followed on weekly basis to make sure
everything is working properly, prices are correct and pages are updated. A larger
business might have number of web pages, most of them linked, which need
systematic monitoring.
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 The web being very competitive market, maintenance is one of the important factor,
as you may lose on customers due to dysfunctional website.
2.3 Optimize Web Performance

 If you are small company making use of already available design and hosting
websites such as WordPress, you will not have to worry regarding hardware,
software and techniques to optimize website since the vendor will provide this
expertise. On the contrary, in case you are building your e-commerce website in-
house, then you will have to consider these issues.
 The major aim of website is to deliver content to customers and to complete
transactions. From a commerce view the website will become more effective when
these two aims are achieved.
 If you are marketing executive or a manager, then you will want the site to function
in such a way that it fulfills customer’s needs. You will need to ensure that for
achieving this business aims your websites need to be optimized.
 Website performance optimization is more complex than it appears to be and it
includes three elements which are page content, page generation and page delivery.
Selection of Hardware and Software are also one of the major element in
optimization of website.
 Usage of proper techniques and style for designing page and content can decrease
the response time by up to five seconds. Reducing unnecessary white spaces and
HTML comments, using efficient graphics and avoiding not so required links to
other web pages in website, these are few steps needs to taken in order to optimize
performance of your website.
 Speed of page generation can be upgraded by assigning separate server to execute
particular function, and making use of different devices from vendor to speed up
these servers. Using a single server or multiple servers to execute number of jobs
decreases throughput by more than 50 %. Page delivery speed can be increased by
either increasing local bandwidth or by using special content delivery networks.
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Fig. 2.3.1 Element in website optimization
2.4 Choosing Software

 In addition to telecommunications, hardware and software add up to the
infrastructure of an e-commerce website. As a manager responsible for creating
e-commerce website, you will need to have basic information about both, hardware
and software.
2.4.1 Simple Vs Multi-Tiered Website Architecture

 Preceding the improvement in e-commerce, sites basically delivered web pages to
users who were making requests through their browsers for HTML pages with
content of different sorts. Site programming was properly very simple, it comprised
of a server PC running fundamental web server software. We may consider this
arrangement a single tier system architecture. System architecture refers to the
arrangement of software, machinery, and jobs in a data system expected to
accomplish a particular functionality. Numerous sites began this way, there are no
money related exchanges. A huge number of websites till now perform this way.
Requests can generally be brought in by phone and not taken online.
 Nonetheless, the advancement of e-commerce needs significantly more interactive
functionality, for example, the capacity to respond to user request, take client orders
for services and merchandise, clear credit card on the fly, counsel cost and item
databases, and even change promoting on the screen dependent on user attributes.
This sort of extended functionality required the advancement of web application
servers and a multi-tiered system architecture to deal with the processing loads.
Web application servers, are specific software programs that play out a wide variety
of transaction processing needed by e-commerce.
 Along with having specific application servers, e-commerce websites should have
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the option to pull data from and add data to preexisting corporate databases. These
older databases which originate before the e-commerce time are called back-end or
legacy databases. Enterprises have made huge investments in these systems to store
their data on users, employees, product and sellers. These back-end systems
comprise an extra layer in a multi-tiered site.
 Fig 2.4.1 shows complex multi-tier architecture and two-tier architecture for
e-commerce site. In two-tier architecture, a web server responds to HTTP requests
for web pages and a database server provides backend data storage. In a multi-tier
architecture, conversely, the web server is connected to a middle-tier layer that
typically incorporates a series of application servers that perform particular jobs, as
well as to a backend layer of existing corporate systems containing product,
customer, and pricing information. A multi-tiered website generally utilizes several
physical computers, each running portion of the software applications and sharing
the workload across number of physical computers.
(b) Multi-tier architecture
Fig. 2.4.1 Two-tier and multi-tier e-commerce website architecture

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2.4.2 Web Server Software

 In order to responds to the requests from users for HTML web pages, all e-
commerce websites need a web server software.
 Along with selection web server, you will have to select an operating system for
your website’s computers. Apache is leading web server software which work with
Unix and Linux operating systems. Unix is the original programming language of
the Internet and Web, and Linux is a derived of Unix designed for the personal
computer.
 Worldwide community of internet innovators have developed Apache. Apache is
an open source software and it also comes preinstalled on many of IBM web
servers.
 There are number of utility software programs are developed for Apache which can
provide all the features needed for an e-commerce website. Knowledge on Unix or
Linus is required for using Apache.
 Internet Information Services(IIS) by Microsoft is also majorly used web server
software. IIS is based on Windows OS and is compatible with a wide choice of
Microsoft utility and support programs.
 There also have number of smaller providers or open source web server software
available. The web pages user see will look the same irrespective of the
development environment.
 Microsoft suite of development tools have number of advantages as they are
powerful, integrated and easy to use. The Unix OS, on contrary is more reliable and
stable, and there is community which build and tests Unix-based web server
software.
 Below are some basic functionalities provided by all web servers :
HTTP request processing
Receive and respond to client requests for web pages
Security Service/Transport Layer Security
Verify username and password, process public/private key information and
certificate needed for credit card transaction processing
File Transfer Protocol
Allows transfer of larger file from one server to another.
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Search Engine
Keyword search capability, site content indexing
Data Capture
Log file of all website visits, duration, time of visit and referral source
E-mail
Ability to send, receive and store e-mail messages
Site management tools
Calculate and display website statistics like number of unique visitors, source
of request and web page request
2.4.3 Site Management Tools

 In case you want your site to be keep working, and also want to know how well it is
working, then you need a site management tools. It helps to verify that the links on
the web pages are still valid and also helps in identifying files on the website which
are not linked with any web page. It also helps to report the errors and problems
that user may face while using it.
 Customers don’t like websites on which they face error like “Page not found”. Dead
links are the links to URLs which have either been deleted or moved, such links can
cause error message for users who are trying to access that link. On regular basis if
all the links are checked then that will help in preventing frustration and irritation
in user, who might opt to take their business to some other properly functioning
website.
 Site management tools also helps in understanding behavior of customers on your
e-commerce site. You can buy site management tools like Webtrends, in order to
efficiently monitor marketing effectiveness campaign and customer purchases, also
keep record of page visit and hit count data.
2.4.4 Dynamic Page Generation Tools

 Development of dynamic page generation tools is one the major innovations took
place in website operation. Before e-commerce came into the picture, websites were
mainly having static content as HTML pages.
 The successful e-commerce website’s contents are always changing. There are new
products and advertising, news events, changing prices and user testimonials.
 E-commerce websites should effectively communicate with users who not only
request web pages but also request for product, cost, availability and information
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regarding inventory. eBay is one of the most dynamic sites. The content on such
sites changes every minute.
 The dynamic and complex nature of e-commerce websites needs various specialized
tools along with static HTML pages. Perhaps one of the most significant is dynamic
page generation tool. In this the contents of web page are stored in database as
objects, in place of keeping it as hard-coded in HTML. Once the web page request is
sent by user, the contents for that particular web page are retrieved from the
database.
 The objects can be fetched from database by using Active Server Pages (ASP),
Common Gateway Interface (CGI), Java Server Pages (JSP), or other server-side
scripting programs. These ways are more effective than working directly with
HTML code.
 Changing contents of a database is more simple than changing HTML page coding.
Application can access data from any database with the help of an Open Database
Connectivity (ODBC). It acts as a translator between database and application.
ODBC drivers are available for majority of database management systems which
are provided by organizations like SAP, Oracle, Sybase and IBM. Java Database
Connectivity (JDBC) is a kind of ODBC driver which acts as a translator between
various databases and applications written in Java programming language.
Nowadays there are different web development platform available which permits
developer to directly access database, which make ODBC/JDBC drivers needless.
 Dynamic page generation tool provides e-commerce various capabilities which
generate revenue and profitability edge over traditional commerce. It helps in
reducing menu cost, the cost which is charged by vendors for making update in
price and description of product. It also allows simpler online market segmentation,
by which you can sell the same product to various markets. For example, you may
want different variety of same ad banner based on number of times the customer
has seen that banner. For car ad, initially you may want to highlight brand and
unique features. In the next viewing you may want to highlight superlatives like
“most family friendly” s that user can compare it with other brands.
 The same ability makes it possible to do cost-free differentiation in price, by which
you can sell the same product at different price to different customers. For example,
you may want to sell the same product to government agencies and to other
companies, but using different marketing strategy. Depending on the cookies
placed on user’s computer, or from question’s response asked on website to user
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regarding if they are from corporation or from government agency, you can select
different promotional material for different customers.
 You may want to give low prices to loyal customers and can take full price from
first time user. Dynamic page generation tool permit you to address different users
with different pricing and message.
 It also allows using Content Management System (CMS), which is used to manage
and create web page content. A CMS segregates presentation and design of web
page content from the process of content creation. All the web page content is
stored in the database and are connected dynamically to the website.
 A CMS generally contains templates which can be applied automatically to existing
as well as to new content, WYSIWYG editing tools which makes it simpler to
describe and edit content, workflow, data management tools and collaboration.
Generally, an experienced developer is required to install the system initially, but
later, content of web pages can be managed and modified by nontechnical staff.
 There are number of commercial CMSs available like IBM, OpenText, Adobe,
PaperThin, Sitecore, Oracle, also have hosted SaaS (software as a service) model by
Acquia, Crownpeak and Clickability. Various open source content management
systems are also available like Joomla, WordPress, Drupal etc.
2.4.5 Application Servers

 Particular business features needed in websites are provided by web application
server. The basic objective of application server is to segregate business applications
from front end content on web pages and back-end information regarding
connecting database.
 Application servers are a type of middleware software which acts as a medium
connecting customers to traditional corporate system as well as all features required
to operate e-commerce.
 In the early years, various software companies have build separate program for
every function, but by the passing time, these programs are getting replaced by
integrated software tools which merges all required features for an e-commerce
website into a single development environment.
 There are number of application servers available, few of which are as follows:
a. Proxy server
Monitors and handles access to main web server, also implements firewall
protection
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b. Mail Server
Manages emails
c. Catalog Display
Provides product price and description database
d. Transaction Processing
Takes order and processes payments
e. List Server
Creates and provide mailing list, also handles email marketing campaigns
f. Chat Server
Creating environment for sending online text in real-time and audio
communication with customers
g. Audio/Video Server
Stores and supply streaming media content
h. Database Server
Stores product, product price and customer information
i. Ad Serverz
Manages web-enabled database of advertising banners which allows
personalized display and modification of ads depending on behaviour of
customer.
j. B2B Server
For commercial transactions providing buying, selling and linking
marketplaces.
k. Auction Server
For regulating online auctions providing transaction environment.
 There are various software vendors available which provides application server
software. Many of such features are available free of cost for Linux and Unix
environment. Majority of businesses opts to use merchant server software an
integrated software tool.
2.4.6 E-Commerce Merchant Server Software Functionality

 E-commerce merchant server software provides basic feature required for selling
product online, which includes online catalog, online shopping cart to take order
and online credit card transaction processing
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Online Catalog
 A company who are willing to sell products online should have online catalog or
list of products, available on their site. For permitting creation of custom made
online catalog merchant server software includes database capability.
 The complexity and sophistication of the catalog will differ based on the size of firm
and its product lines. Simple list along with text description and possible color
photos of product will be posted by companies having smaller product lines or
small companies. A larger company may choose to add different types of detailing
like sound, animation or videos to the catalog. Nowadays larger companies uses
streaming video for catalog.
Shopping Cart
 Online shopping cart is similar to real-world shopping cart, both of these permits to
reserve required products in preparation for checkout. The major distinction is that
the online type of shopping cart is part of merchant server software situated on the
web server, and permits users to select product, review product they have chosen,
modify their selection as required, and making purchase by clicking a button. The
merchant server software automatically stores shopping cart data.
Credit Card Processing

 A website’s shopping cart works in coexistence with credit card processing
software, which verifies user’s credit card details and after that credit the amount to
company’s account and debit to the card at checkout. Integrated e-commerce
application suites typically provide the software for this feature. Otherwise, you
will need to arrange different credit card processing mediators and banks.
2.4.7 Choosing an E-Commerce Software Platform

 In the process of building an e-commerce website, selection of proper tool after
proper evaluation is important.
 Following are few key factors to consider :
o Features, which includes availability on an SaaS basis
o Support for different models of business
o Business process modeling tools
o Visual site management tools and reporting
o Scalability and performance
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o Connectivity to existing business systems

o Compliance with standards
o Global and multicultural capability
o Shipping rules and local sales tax.
 For example, even if e-commerce platform provides all the required features, your
company may need some specific features like streaming video and audio. You will
require to have complete list of required business features. There might be
possibility that you will have different models of business like B2B, retail and you
may opt for running auction or do fixed price selling.
 Make sure the package selected supports different business models of your
business. You may want to change your business processes, like order completion
and taking order. A poorly designed e-commerce software will fall in terms of
performance as visitors and transactions increasing into thousand per hour or
minute. You will need e-commerce site version in foreign language also which is
supporting foreign currency, as your e-commerce website might work globally.
Your e-commerce website should support higher level of localization and
globalization.
2.5 Choosing Hardware

 Regardless of whether you outsource hosting and operation or you host your own
website, you should know some aspects of computing hardware platform.
 The hardware platform means that all the basic computing component which the
system utilizes to accomplish its e-commerce features. Your aim is to have sufficient
platform capacity to handle peak demand, but not in that much excess that you
waste money. In case fails to match peak demand, then that means your website is
actually crashing or is slow.
 It is required to have knowledge about the aspects which have effect on capacity,
speed and scalability of an e-commerce website.
2.5.1 Right-Sizing Your Hardware Platform : The Demand Side

 The demands which customers put on your e-commerce website is major factor
affecting your website’s speed.
 Based on the kind of website you operate, demands on your website may become
complex. The number of concurrent users in peak time, the type of customer
requests, kind of content, required security, the number of products in inventory,
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number of page requests and speed of legacy applications which may be required to
provide data to web pages are all important factor in overall demand on a website
application.
 One of the important factor to consider is the number of concurrent users who will
likely to visit your website. In general, the load created by a single user on website
server is limited and for short time. A session initiated by user on your website is
stateless, which means that you server does not have to worry about maintaining an
ongoing, dedicated communication with user. On web page request a web session is
initiated, once the server responds to the request the session ends. Performance of
system may decrease as increasing number of concurrent users request service.
 For serving static web page requests, I/O operations are required rather than heavy-
duty processing power capability. Due to which Performance of website is majorly
dependent on telecommunication connection and I/O limitation of server, rather
than speed of server’s processor.
 The nature of content and user profile are some other factors which needs to be
considered while projecting the demand on the website. Demands on the server’s
processors will go up in case user requests registration forms, searches and
accepting order through shopping cart.
2.5.2 Right-Sizing Your Hardware Platform : The Supply Side

 Once the demand on your website is projected, you will have to think about scaling
up your website in order to meet the demand. One of the solution is that
outsourcing the hosting part of your site to cloud based service. Service of Content
Delivery Network (CDN) like Akamai, can also taken.
 However, in case you host your own website, scalability will remain an important
consideration. Scalability mean the capability of a website to increase in size as
demand increases. There are three steps by which you can meet the demands for
service at your website : horizontal scaling of hardware, vertical scaling of
hardware, and/ or enhance the processing architecture of the website.
 Increasing individual component’s processing power is known as vertical scaling.
Adding multiple computers to increase the footprint of installation and to share the
workload is known as horizontal scaling.
 By upgrading the servers from single processor to multiple processor you will be
able to scale your website vertically. Based on the operating system and for
upgrading to faster chip speed, you can keep on adding processors to a computer.
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 There are two disadvantages to vertical scaling. First, along with every growth cycle
purchasing additional processors will become costly, and second, your complete
website becomes dependent on a smaller number of powerful computers. In case
you have two such computers and one goes down, then either half or complete
website can become unavailable.
 Horizontal scaling contains adding multiple single processor server to your website
and performing loan balancing among those servers. You can then divide the loan
so some server are assigned for handling database application, whereas some
servers handles only HTML web page requests. To navigate incoming request to
different server, you will require a special loan balancing software.
 There are various advantages to horizontal scaling. It is cheap and can be achieved
by using older computers which otherwise could have been disposed. Horizontal
scaling also introduces concept of redundancy i.e. in case one computer fails,
chances are that another computer can take up the loan dynamically. However,
when your website grows from single computer to 15 to 20 computer then the size
of physical capacity needed to store also increases and this adds to management
complexity.
 A third option, improving the processing architecture, is a combination of
horizontal and vertical scaling, combined with artful design decisions. Below are
few common technique that can be taken to improve performance of your website:
o Separate dynamic and static content : For every kind of workload make use of
specialized server
o Cache static content: RAM size to be increased to GB range and store static
content in RAM
o Cache database lookup tables : Use cache tables used to look up for records in
database
o Consolidate business logic on separate server : Put credit card processing,
shopping cart and any other CPU intensive task on separate server
o Optimize source code and database schema
 Many of these techniques includes dividing the workload into CPU-intensive
activities and I/O intensive task. Once you have divided the work, for every kind of
workload you can fine tune the server. One of the less costly fine tuning technique
is adding RAM to some servers and store all your HTML pages in RAM. This
increases the processing speed by reducing load on your hard drives. RAM is cheap
and it is thousand times faster than hard disks.
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 The next course of action is to migrate all CPU intensive tasks like order taking,
onto high-end, multiple processor server which is particularly assigned to handle
order and accessing required databases.
 Taking these steps can allow you to reduce the number of server needed to
responds to thousands of concurrent users from 100 down to 20, according to
estimate.
2.6 Other E-Commerce Site Tool

 Since, now you are aware about the important factor which may affect the capacity,
speed and scalability of your site, you can consider some other key requirements.
You will require a well organized website design which makes business sense i.e.
not exactly a website to excite visitor or wow them, but to sell something to them.
You will also have to understand the way to develop active content and
interactivity into your website. You should be able to track the customers who
come, leave and return to your website so as to welcome return visitors.
 You may also want to track customer coming on your website throughout the
session in order to make their experience customize and personalize.You will also
want the capability for customers to generate feedback and content on your website
to increase customer engagement with your brand. Lastly, you will want to create a
set of information policies on your website such as accessibility, privacy and access
to information policies.
 So to accomplish these business abilities, you will have to understand some design
guidelines and additional software tools which can cost-effectively accomplish the
required business features.
2.6.1 Website Design : Basic Business Considerations

 From business manager’s point of view, there are few design goals you should tell
to designers of your website to make them understand evaluation criteria for their
work. At least, your customers will have to find what they require from your
website, make a purchase and leave. A website which irritates customers have high
risk of losing customer.
 Some of the complaint regarding websites are as below :
o User needs to view ad or intro page before going to website content
o Pop-up and pop-under windows and ads
o To view actual content user needs to clicks too many times
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o Links that don’t work

o No search function, Confusing navigation
o Before viewing website content or ordering user needs to register and login
o Slow loading pages
o Out of date content
o Unable to use back button of browser
o Contact information not available (web form only)
o Needless animations, flash screens, etc.
o Music or other audio that plays automatically
o Unprofessional design elements
o Text not easily readable because of size, color, format
o Typographical errors
o Unclear or no returns policy.
 The worst e-commerce websites makes it hard to find information regarding their
products and make it complex to buy goods, they have broken links and missing
pages, a confusing structure of navigation, and irritating graphics or audio which
you can’t turn off.
 The eight major factors in successful e-commerce website design are as below :
o Features : Pages that load quickly, work, and point the customer toward your
product offerings
o Informational : Links that customers can easily locate to discover details about
you and your products
o Ease of use : Simple and clear navigation
o Redundant navigation : Alternative navigation to the same content
o Ease of purchase : One or two clicks to purchase
o Multi-browser functionality : Site works well with the majority of popular

browsers
o Simple graphics : Avoids distracting, irritating graphics and audio which the
user cannot control
o Legible text : Avoids backgrounds that distort text or make it not readable.
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2.6.2 Tools for Search Engine Optimization

 From business point of view a website is only as valuable as number of user who
visit your website. For customers looking for a service or product first stop starts
with a search engine, and follows the list on the page, generally starting with the
top three to five listings, then looking at the sponsored ads to the right side. As
high ranking your website have on search engine, the more traffic you will receive.
It is always better to be listed on page 1 of search result than page 2.
 Every search engine work differently and they don’t disclose their algorithms for
ranking web pages, there are few basic techniques that work well which are as
follow :
o Titles, page contents, metatags : Search engine crawl your website and recognizes
title pages as well as keywords and then for using in search parameter index
them. Make use of such keywords which clearly describes what you do in
keyword section of your source code and in metatag site description. For
experiment purpose make use of different keywords and check which works
well.
o Recognize market niches : In place of marketing Jewellery, give specific
information like “Antique Jewellery” or “1942s Jewellery” to attract specific,
small group who are interested in period jewellery and closer to buy it.
o Offer expertise : Industry analysis, white papers, FAQ pages, histories and guides
are exceptional ways to develop confidence on the side of users and to
encourage them to check your site as the place to go for guidance and help.
o Get linked up : Motivate other websites to link to your site; write blogs which
attracts people and those who will share your website URL with others and post
links in the process. Create a Facebook page for your firm, also can create
Instagram account for your firm to build fan base for your products.
o Local e-commerce : It will take longer time to build a national market. In case your
site is specifically attractive to local people, or involves product sold locally, use
such type of keywords which can note your location so that nearby people can
find you.Using keywords such as city, town and region name will be very
helpful.
o Buy ads : Add value to your natural search optimization efforts with paid ads
and search engine keywords. Select your keywords and buy direct exposure on
web pages. In order to prevent high losses, you can set your budget and keep an
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upper limit on it. Observer what works best and keep eye on number of visits to
your website generated by each keyword string.
2.6.3 Tools for Interactivity and Active Content

 The more interactive your website is, the more effective it will be in terms of
generating sale and motivating return visitors. Even though features and ease of use
are major objective for website design, you will also want to have interaction with
the users visiting your website and present them with lively, active experience. You
would also want to personalize visitor’s experience by addressing their individual
need and customize the website content of offering depending on visitor’s
expressed desires and behavior. In order to accomplish these business objective you
should choose the tools carefully which are required to build these capabilities.
 A very simple interaction with visitor like visitor submitting their name, along with
even more complex interaction which involve user preferences, credit card and user
responses to prompts, all need special programs.
 In this section we will have a look at most commonly used software tools for
achieving high level of website interactivity.
2.6.3.1 Common Gateway Interface (CGI)

 Common Gateway Interface is a set of standards for communication between
browser and a program running on a server which permits for interaction between
the server and the user. CGI allows an executable program to access all the
information within incoming client’s request. Then the program can produce all the
required output to make up the return page and send it back to client through the
web server. For example, in case a user clicks on shopping cart button, the server
upon receiving this request executes a CGI program. This CGI program retrieve
shopping cart content from database and returns it to the server. Server sends a
HTML web page which shows the shopping cart contents on user’s screen. Note
that all computing related tasks are carried out at server side.
2.6.3.2 Active Server Pages (ASP) and ASP.NET

 Active Server Pages(ASP) is Microsoft’s version of server-side programming
language for Windows. In windows environment ASP has became popular choice
for server-side programming. ASP allows developers to easily create and open
records from a database and run programs inside a HTML web page, as well as
handle all the different types of interactivity establish on e-commerce websites.
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 Similar to CGI, ASP allows an interaction to take place between the server and the
browser. As CGI, ASP make use of same standards for establishing communication
with the browser. ASP programs are limited to use on Windows servers running of
IIS web server software of Microsoft. ASP.NET, first released in January 2002, and
segment of .NET framework of Microsoft, is the successor to ASP.
2.6.3.3 Java, Java Server Pages (JSP) and JavaScript

 Java is a programming language which permits software developers to develop
active content and interactivity on client computer, thus saving significant load on
the server. Java was initially developed as platform independent programming
language by Sun Microsystem for electronics consumer. The purpose was to build a
programming language whose program can be executed on any system irrespective
of operating system. This can be possible in case every operating system at the time
had a Java Virtual Machine installed which would interpret the programs written in
Java for that environment.
 Java Server Pages (JSP), similar to CGI and ASP, is a web page programming
standard which permits software developers to use mix of HTML, Java and JSP
scripts to dynamically generate web pages in response to user requests. JSP uses
Java servlets, a small program written in java which are specified in the web page
and run on web server to modify the web page before sending it to client who has
requested it. Majority of popular application servers supports JSP.
 Netscape has invented JavaScript programming language which is used to control
the objects on HTML page and handle interaction with the browser. It is often used
to handle validation and verification of user input, as well as implementing
business logic on the client side. For example, in customer registration forms
JavaScript can be used to verify that a valid pin code, mobile number or email id
has been provided. JavaScript is acceptable to organizations since it is more stable
and also it is restricted to the operation of HTML pages requested.
2.6.3.4 ColdFusion
 It is an integrated server side environment for building interactive mobile and web
applications. Macromedia has originally developed ColdFusion which is now
offered by Adobe. The cost of developing interactive features is reduced by the use
of ColdFusion. It provides a powerful set of visual design, coding, debugging and
deployment tools. The latest version of ColdFusion provides advanced feature for
creating mobile app, as well as multiple new security features and programming
language advancements, along with increased interoperability support.
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2.6.3.5 ActiveX and VBScript

 In order to compete with Java and JavaScript Microsoft has invented ActiveX and
VBScript. When a browser receives a HTML page containing ActiveX control, the
browser directly executes the program. Unlike Java, ActiveX have full access to all
the resources of client like hard drive, networks and printers. VBScript functions
similar to JavaScript. ActiveX and VBScript only functions in case of using Internet
Explorer, otherwise, that part of the screen is blank. Microsoft thinks that the
demand of VBScript and ActiveX has been notably reduced provide the capabilities
of HTML5, and that eliminating them will enhance security of browser.
2.6.3.6 PHP, Ruby on Rails (RoR) and Django

 PHP is general purpose, open source scripting language which is usually used in
server side web application to generate dynamic content on web page, even though
it can also be used in client side for graphical UI application. PHP is also part of
various frameworks like CodeIgniter, CakePHP and others, and is also part of open
source web development model named LAMPfor developing dynamic web
applications and websites. According to Netcraft, almost all phishing kits are
written in PHP making PHP popular among the hackers.
 Ruby on Rails (RoR) is an open source web development framework based on Ruby
programming language. RoR is based on a concept of coding by convention, or
convention over configuration, which means that the framework provides a layout
in structured manner which reduces the number of choices that the developer needs
to make, thus speeding and simplifying development. Ajax and JavaScript are
highly integrated into RoR, that makes it simpler to handle Ajax requests for
updating page.
 Django is also an open source web development framework which is based on
Python programming language. Django is optimized for building database driven,
complex websites. It permits for faster development, emphasizes the reusability of
different components, focusing on automating as much as possible, and follows
Don’t Repeat Yourself programming principle. Some popular websites built in
Django are Pinterest and Instagram.
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2.6.4 Personalization Tools

 You would like to understand how to handle every customer on an individual basis
and imitate a traditional face to face marketplace. Customization and
personalization are two key elements of e-commerce which potentially can make it
nearly as powerful as traditional marketplace, and might be more powerful than
email marketing or shopping at an unknown suburban shopping mall. Talking
directly to customer on one to one basis, and even adjusting the product as per
customer is bit difficult in the normal type of mass marketing, one size fits all
business transaction which characterizes much of modern commerce.
 There are various techniques available for achieving customization and
personalization. For example, In case you know the visitor’s background, you will
be able to personalize content of website. You can also do analysis of pattern of
clicks and websites visited for every customer who visits your website. The primary
technique for achieving customization and personalization is done through the
placement of cookies on client’s computer. A cookie is small text file which is placed
on the client’s computer that can hold any type of information related to customer,
like customer ID, purchases at the website, or campaign ID. Later, in case user
returns to the website, or in fact goes further into your website, prior history of
customer can be accessed from the database. This prior visit data can be then used
to personalize the visit and customize the product accordingly.
2.7 Developing a Mobile Website and Mobile App

 Nowadays, developing a website is only one part of building an e-commerce
presence. Provided that more than 90% users access the web at least a part of time
from mobile devices, companies today want to build mobile websites, and native
apps, mobile web apps, or hybrid apps, to do interaction with suppliers, employees
and customers. First step is to select which extended web presence tools to use.
 There are various type of m-commerce platform offering to consider, each with
special costs and advantages. A mobile website is a type of regular website which is
scaled down in navigation and content so that users can locate what they need and
navigate quickly to a conclusion or purchase. You can identify the difference
between mobile website and regular website bi visiting Amazon or Flipkart website
from your mobile or tablet and from your computer. Amazon’s mobile website is
cleaner, more interactive website appropriate for navigation by fingers, and efficient
customer decision making. Similar to conventional websites, mobile websites run
on a company’s servers and are developed using standard web tools like Linux,
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PHP, server side HTML and SQL. Like any other website, the user must be
connected to internet and performance of website will depend on the internet
bandwidth.
 In general, mobile websites functions more slowly than conventional websites
visited on a computer connected to a broadband office network. Majority of large
companies today have mobile sites.
 A mobile web app is an application develop to execute on mobile web browser built
into a tablet computer or smartphone. For Apple, the native browser is safari.
Normally it it developed to mimic the qualities of native app using Java and
HTML5. Mobile web apps are specifically designed for mobile platform in terms of
finger navigation, screen size, and simplicity in graphical UI.
 Mobile web apps can support complex interactions used in rich media and games,
carry out real-time, on the fly calculations, and can be geo sensitive using the GPS
function of smartphone. Mobile web apps are generally functions faster than the
mobile websites but not as fast as native apps.
 A native app is an application which is designed specially to function using the
mobile device’s operating system and hardware. These separate programs can
connect to the web to upload and download data, and can function on this data
even if not connected to the internet. Download a book to a reader app,
disconnected internet and read the downloaded book. Since different type of
smartphones have different operating system and hardware, mobile apps are not
one size fits all and hence for different mobile platform different apps needs to be
developed. The application running on iPhone cannot function on android phones.
Based on the device for which application is being developed different
programming languages are used for building native apps. Later the application
source code is compiled into binary code and which executes faster on mobile
devices, even faster than java-based mobile web apps or HTML. Because of this,
native apps are suitable for complicated interactions, games, on the fly calculations,
rich media advertising and graphical manipulations.
 After every passing time, programmers are combining elements of mobile web apps
and native apps into hybrid apps. A hybrid app has many of the functionalities of
both mobile web app and native app. Similar to native app, it executes inside a
native container on mobile device and have access to device’s APIs, allowing it take
benefit of many of the features of device, like gyroscope, which are generally not
accessible by a mobile web app. For distribution through an App store, it can also
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be packaged as an app for distribution. Similar to mobile web app, it is based on

HTML5, JavaScript, and CSS3, but make use of device’s browser engine to provide
the HTML5 and process the JavaScript locally.
2.7.1 Planning and Building a Mobile Presence

 The right mobile presence for you company is based on recognizing the business
objectives and from these objectives, obtaining the information requirements of
your mobile presence.
 The initial step is to recognize the business objectives that you want to achieve.
Table 2.7.1 explains the thought process for the analysis phase of developing a
mobile presence
Business Objective Functionality Requirements
Branding Displaying how customers use Rich media and video;

your product product and customer
demonstrations
Driving sales Product database; digital Product photos, description

brochure and inventory
Advertising and Flash sales and coupons for slow Product description,
promotion selling products inventory management and
coupon management
Building community of Games with multiplayer, Games, forums, contests,

customer interactive experience social sign-up to Facebook
Table 2.7.1 System Analysis for developing a mobile presence
 Once you have clarity regarding business objectives, you will be in position to
explain the type of system functionality that you want to have and can provide
information requirements for your mobile presence.
 After you recognized the business objectives, functionality of system and
information requirement, you can consider designing and building the system.
Now you can think of what you want to develop a mobile website or native app or
mobile web app.
 For example, in case your aim is building community or branding, a native app will
be the best selection since it allow you to deliver a interactive, rich and immersive
experience which can build the emotional connection with the brand. Since native
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apps are stored locally on the mobile device, such apps can be used even if the user
is offline, allowing the user to engage more deeply. Additionally, native apps can
take benefit of unique features of mobile device, like using the gyroscope to deliver
360 degree view.
 On the other hand, in case you aim is to build broad awareness, give some
information on specific product or driving sales, then mobile web app or mobile
website should be preferred, because it is comparatively less costly and easy to
directly publish the content to the mobile web and users are more comfortable to
complete the transaction on web.
 Increasingly, though the selection would not be and either-or selection. Mobile
websites and mobile apps each of these provides unique benefits and in majority of
cases, the best way will be to preparing plan for delivering engrossing content
across all devices.
2.7.2 Mobile Presence : Design Considerations

 Designing a mobile presence is a bit different from conventional website design for
desktop because of the different software, hardware and customer expectations.
 Designers have to consider the limitation of mobile platform while designing for
mobile platform. The number of files sent to the user should be reduced and size of
files need to be kept smaller. Focus on few, powerful graphics and reduce the
amount of image file sent to the user. Simplify lists and choice boxes so that the user
can simply scroll and touch select the options.
 Mobile presence has become so significant that it is filling a developing pattern to
flip the conventional e-commerce development process and begin rather with
development of a mobile presence as opposed to a desktop website . Mobile first
design has several advantages. Rather than building a full-featured design for a
desktop website that then needs to be scaled back, mobile first design focuses on
developing the best possible experience given mobile platform limitations and then
adding back elements for the desktop platform, increasingly advancing the features
of the website. Supporters of mobile first design argue that it forces designers to
focus on what is most important, and this helps in creating efficient mobile design
that works much better than a design that begins with a conventional platform that
must be stripped down to work on mobile. Mobile first design have their own set of
challenges, however. It can be more challenging for designers who are more
comfortable with the more conventional process.
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 Another significant trend in mobile website development includes designing

responsive website and adaptive web design.
 Responsive Website Design (RWD) tools and techniques for design make it feasible
to design a website which automatically adjust the layout and display according to
the resolution of device screen on which it is being viewed, whether a mobile,
desktop or tablet.
 RWD tools comprises CSS3 and HTML5 and its three key design principles involve
using flexible media and images, grid based layouts and media queries. RWD make
use of the same HTML code and design for every device, but uses CSS to adapt the
display and layout to the form factor of screen. However, using RWD can be
expensive, often need to do complete redesigning of the interface of website.
Another issue with RWD, specifically if not coupled with mobile first design, is that
the responsive website still have the complexity and size of a conventional desktop
website, which results in slow loading and functioning on mobile device. Adaptive
Web Design (AWD) is other way which is developed to handle such type of issue.
 In Adaptive Web Design (AWD), the server which is hosting the website identifies
the attributes of the device making the web page request and by using predefined
layout depending on the size of screen along with JavaScript and CSS, loads a
version of the website which is optimized for that device. AWD has various benefits
which includes faster load time, the capability to remove or enhance features on the
fly, and typically a better user experience, specifically for the companies where
users purpose differs based on the platform being used.
 For instance, developing mobile website by using AWD enabled Lufthansa to focus
on actions which the mobile user are likely to take, like check-in, getting
information regarding status of flight, and looking up travel itineraries, and to give
a differentiated experience from its conventional desktop website.
2.7.3 Cross-Platform Mobile App Development Tools

 Additionally to build native apps from scratch using a programming language like
Java or objective C, There are number of cost effective or open source application
development toolkits which makes it is comparatively easy to build cross platform
mobile apps and less costly without required to use device depended programming
language.
 Appery.io is one such cloud-based tool which allows you to drag and drop visual
builder tool to build HTML5 apps using jQuery mobile. Appery.io supports iOS,
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Android and windows phone application. Codiqa is one such app which provides
drag and drop feature and develops an app with complete HTML5 components,
without having to do any coding. For those who are not technically sound, Conduit
is a free mobile app builder which permits you to include various functionality,
including notification, e-commerce and social feed.
 PhoneGraph is a mobile development framework which make use of Apache
Cordova to allow building hybrid mobile apps using HTML, JavaScript and CSS.
MoSync is one more example of enhanced tool for building hybrid apps for
Android, iOS, Windows mobile and Symbian mobile.
2.7.4 Mobile Presence : Performance and Cost Considerations

 In case you currently don’t have any website, then recommended to design mobile
site first by using mobile first design technique. On the other hand, you might opt to
develop conventional website using RWD or AWD techniques. In case you already
have a website that you don’t want to redevelop completely, the cost effective way
is to resize your website to develop a mobile friendly website. Doing this will not
need effort of complete redesign. You will have to make the navigation simple,
reduce the text and graphics and focus on enhancing the customer experience so the
people does not get confused.
 Since your customers may still need to use comparatively slow internet connection
at times, you will have to reduce the size of data you send. Also, provided the
challenges of data entry by customer on mobile device, you should not expect that
customer will enter long strings of character or numbers happily.
 For marketing clarity, ensure that the images of brand used for the mobile website
should match with those on the conventional desktop website. The cost for building
mobile website can range from ` 30 lakh for customized website for large firm to
well under ` 50,000/- for smaller firms.
 Developing a mobile web app which uses browser of mobile device need more cost
and efforts than building a mobile website and suffers from the same constraints as
any browser based application. However, it does provide some benefit like more
interactivity, better graphics and faster local calculations as, for example, in mobile
geo-location applications such as Fourquare which need local calculation of position
and the interaction with the web server of the website.
 Building a native app is one of the costly way to a mobile presence for your firm.
More programming expertise are required for building native apps, even though
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there are some new packages available which can build native app with minimum
programming knowledge. Additionally, no elements used in your current website
can be reused virtually, and you will have to redesign complete logic of the
interface and carefully think out the customer experience.
 For example, there is reasonably stable HTML conventional website interface with
graphics, buttons, ads and videos had built over last decade. This scenario is not
correct for apps. Every app looks different from any other app. This means the user
confronts large difference in design of app, so your interface should be kept simple.
 Native apps have their own advantages like you get a chance to develop a unique,
stunning customer experience where user can interact with your brand. Native apps
are best suited for the scenario in which if you want to have intense branding
experience with customers of your product, where the interaction between your
customer and brand is efficient and effortless.
2.8 Part A : Short Answered Questions (2 Marks Each)

Q.1 Describe following phases of System development life cycle
i. System Analysis ii.System Design
Ans. : i. System analysis
In this phase of SDLC, we will identify what we want this e-commerce website to do for
our firm. The key point is to let the business choices drive the technology, not the
reverse. This will guarantee that your technology platform is lined up with your
business.
In system analysis, one approach to start is to recognize the particular business
objectives for your website, and then build a list of system functionalities and
information requirements.
ii. System design
The system design can be divided into two parts: physical design and logical design. A
logical design contains a data flow diagram which explains the flow of data in your
e-commerce website, the processing function which should be performed and the
database which will be used.
The logical design is then translated in a physical design which contains physical
components. The physical design provides details about the type of server to be used,
the software needs to be purchased, required telecommunication link size, system
backup and security policy, and so on.
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Q.2 What is testing?

Ans. : Testing
 Testing of the system needs to be done once the system is developed. Based on
the system’s size, this process can become lengthy and challenging. Testing is
needed irrespective of whether it is built in-house or it is outsourced. A complex
e-commerce website will have number of routes through the website, each of this
should be documented and after that tested.
 In system testing, website is tested in a same way that a normal user would at the
time of using system. In acceptance testing, company’s key personnel and
managers in production, marketing, sales and general management uses the
system as deployed on testing server.
 Split testing is another type of testing in which two different versions of website is
shown to different users to check which one performs better. This testing is also
known as A/B testing.
Q.3 What us web performance optimization?
Ans. : Web performance optimization
 Websites need to be optimized in order to fulfil customer need efficiently.
 Website performance optimization is more complex than it appears to be and it

includes three elements which are page content, page generation and page
delivery. Selection of Hardware and Software are also one of the major element in
optimization of website.
 Usage of proper techniques and style for designing page and content can decrease
the response time by up to five seconds. Reducing unnecessary white spaces and
HTML comments, using efficient graphics and avoiding not so required links to
other web pages in website, these are few steps needs to taken in order to
optimize performance of your website.
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Q.4 Draw two-tier and multi-tier e-commerce website architecture.

Ans. :
(b) Multi-tier architecture
Fig. 2.8.1
Q.5 What are different functionalities offered by web server?

Ans. :
 Basic functionalities provided by all web servers:
HTTP request processing
Receive and respond to client requests for web pages
Security Service/Transport Layer Security
Verify username and password, process public/private key information
and certificate needed for credit card transaction processing
File Transfer Protocol
Allows transfer of larger file from one server to another.
Search Engine
Keyword search capability, site content indexing
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Data Capture
Log file of all website visits, duration, time of visit and referral source
E-mail
Ability to send, receive and store e-mail messages
Site management tools
Calculate and display website statistics like number of unique visitors,
source of request and web page request
2.9 Part B : Long Answered Questions
1. Explain system design with proper diagram (Refer section 2.2.2)
2. Describe system analysis in detail.(Refer section 2.2.1)
3. What are different options available for building system ? (Refer section 2.2.3)
4. What are different options available for building system? (Refer section 2.2.3)
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2.3 Optimize Web Performance

2.4 Choosing Software

2.5 Choosing Hardware

2.6 Other E-Commerce Site Tool

2.7 Developing a Mobile Website and Mobile App

2.8 Part A : Short Answered Questions (2 Marks Each)

2.9 Part B : Long Answered Questions

2.1 Systematic Approach to Build an E-Commerce

2.2.1 System Analysis

Business Objective System Functionality Information requirements

Display goods Digital catalogs Dynamic text and graphics

Provide product details Product database Product description, stocking

Customize/Personalize Customer on-site tracking Site log for every customer

Execute a transaction Shopping cart/payment Secure credit card clearing,

Accumulate customer Customer database Name, address, phone, and e-

online customer registration

Provide after-sale Sales database Customer ID, product, date,

Coordinate Ad server, e-mail server, Site behavior log of prospects

Understand marketing Site tracking and reporting Number of unique visitors,

Provide production and Inventory management Product and inventory levels,

contact, order quantity data by

2.2.2 System Design

Fig. 2.2.1 (a) Simple data flow for e-commerce website

Fig. 2.2.1 (b) Simple physical design

2.2.3 Building the System

company’s own server or the hosting is outsourced to web host provider.

Completely In-house Mixed Responsibility

Hosting Host: In Host: In

Site Mixed Responsibility Completely Outsourced

Outsource Build: In Build: Out

Host: Out Host: Out

Fig. 2.2.2 Options in hosting and building site

2.2.3.1 Build Your Own Vs Outsourcing

provided by these third party vendors.

Fig. 2.2.3 Tool for building own e-commerce website

 In the past, traditional retailers who wanted an e-commerce website have

2.2.3.2 Host Your Own Vs Outsourcing

Electronic Commerce 2 - 10 Building an E-Commerce Website, Mobile Site and Apps

2.2.4 Testing the System

Electronic Commerce 2 - 11 Building an E-Commerce Website, Mobile Site and Apps

2.2.5 Implementation and Maintenance

Electronic Commerce 2 - 12 Building an E-Commerce Website, Mobile Site and Apps

2.3 Optimize Web Performance

Electronic Commerce 2 - 13 Building an E-Commerce Website, Mobile Site and Apps

Fig. 2.3.1 Element in website optimization

2.4 Choosing Software

2.4.1 Simple Vs Multi-Tiered Website Architecture

Electronic Commerce 2 - 14 Building an E-Commerce Website, Mobile Site and Apps

(b) Multi-tier architecture

Fig. 2.4.1 Two-tier and multi-tier e-commerce website architecture

Electronic Commerce 2 - 15 Building an E-Commerce Website, Mobile Site and Apps

2.4.2 Web Server Software

Electronic Commerce 2 - 16 Building an E-Commerce Website, Mobile Site and Apps

2.4.3 Site Management Tools

2.4.4 Dynamic Page Generation Tools

Electronic Commerce 2 - 17 Building an E-Commerce Website, Mobile Site and Apps

Electronic Commerce 2 - 18 Building an E-Commerce Website, Mobile Site and Apps

2.4.5 Application Servers

Electronic Commerce 2 - 19 Building an E-Commerce Website, Mobile Site and Apps