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186 Part 1 Introduction

Repurposing Alternatively, an organization may decide the cost of repurposing is too high and they may
Developing content for a wait for users to access the web with 3G devices which will require less repurposing since the
new access platform
which was previously screen resolution is higher. As explained in Chapter 11 a stylesheet can be defined to simplify
used for a different the design of visitors to the web site who are accessing the web through a mobile device.
platform such as the web. Revenue models for mobile access for site owners are similar to those described for pub-
lishers in Chapter 2. They may include advertising, sponsorship or subscription for
individual content items or be on a subscription basis.
For destination sites such as retailers, banks and travel companies, mobile marketing
options include:
marketing communications (to support purchase and support) using banner advertising
e-commerce (sale of products on-site)
brand building – improving brand image by being one of the first suppliers to offer an
innovative service.

Summary 1 The Internet is a global communications network that is used to transmit the infor-
mation published on the World Wide Web (WWW) in a standard format based on
Hypertext Markup Language (HTML) using different standard protocols such as
HTTP and TCP/IP.
2 Companies deliver e-business services to employees and partners through web
servers which are often hosted at third-party companies known as ‘Internet service
providers’ (ISPs). Web servers will be linked to applications servers, database
servers and legacy applications to deliver these services.
3 Consumers and business users access these e-business services using web
browser software, with connections to the Internet also managed by an ISP
through which they can access web servers.
4 Intranets are private networks used inside companies to share information.
Internet-based tools such as e-mail, FTP and the World Wide Web are all used as
methods of sharing this information. Not all Internet users can access intranets
since access is restricted by firewalls and password controls. Extranets are similar
to intranets, but they are extended beyond the company to third parties such as
suppliers, distributors or selected customers.
5 Standards to enable delivery of information include:
Communications standards such as TCP/IP and HTTP.

Text information standards such as HTML, XML and WML.
Graphical information standards such as GIF and JPEG.
Multimedia standards such as Shockwave, Flash and streaming audio and video.
6 Managing staff access to the Internet involves taking decisions about the number
of staff with access and how much time can be permitted and the nature of moni-
toring used for e-mails and web pages.
7 Managers need to decide on internal or external management of the technology
and applications infrastructure of an organization.
8 Electronic data interchange (EDI) involves the structured transfer of information,
particularly for online B2B purchasing transactions. It can now occur over the
Internet as Internet EDI.
9 Applications service providers are increasingly important as businesses look to
reduce infrastructure costs and improve e-business service delivery through
external hosting of applications and data outside an organization.
10 Managers of e-commerce services need to monitor the adoption of new access
devices for the Internet including mobile phones. An e-commerce infrastructure should
be designed to readily enable new access media to be supported as they develop.