Preliminary analysis of proposed online business and e-commerce strategy CIS8100 Dheeraj varma…

Preliminary analysis of proposed online business and e-commerce
strategy

CIS8100
Dheeraj
varma Nadimpalli(U1054064)

Introduction…………………………………………………………………………………………………………………………………………….2
About
the company……………………………………………………………………………………………………………………………….2
Proposed
E-Commerce presence……………………………………………………………………………………………………….2
Environmental
Analysis……………………………………………………………………………………………………………………….4
Value
propositions…………………………………………………………………………………………………………………………….4
Core
competencies…………………………………………………………………………………………………………………………….5
Market
analysis and trends……………………………………………………………………………………………………………..6
Strategy
Evaluations…………………………………………………………………………………………………………………………7
Strategic
Goals and Objectives………………………………………………………………………………………………………….8
Key
stakeholders……………………………………………………………………………………………………………………………………8
Conclusion……………………………………………………………………………………………………………………………………………….9
References……………………………………………………………………………………………………………………………………………..10

Introduction
Today,
economies are turning service based and their dependency on IT is increasing
day by day. Initially solutions were used for back end operations but with
arrival of internet and e-commerce, big applications are now accessible over
internet and mobile platforms. These platforms serve many needs of customers
and assist organizations in building businesses. However, the use of IT for
providing services online is not limited to private sector but public sectors
firms across the globe are transitioning from legacy systems to online digital
service models. The E-commerce models have some obvious benefits such as speed
of delivery, access to larger audience, flexibility to innovate, greater
transparency and saving of costs. This paper discusses the case of a government
service organization that is planning to build an e-commerce platform for
providing consolidated information about government service on a single
platform that is open to its citizens in the UK.
About the company
The
company under consideration is into government services which provide multiple
services such as birth, death or marriage registrations, housing and other
local services, voting and other community participation services, legal and
justice, tax services and passport or immigration services. The company has a
vision to become a preferred partner of government bodies for distribution of
public information. The website aims to inform and educate citizens of the
country on various matters. It has four values of leadership, innovation, integrity
and service.
Proposed E-Commerce presence
There
are many government specific websites that provide information on various
topics including their services but it is still hard to find relevant, specific
and appropriate information that is desired. This website attempts to address
this gap by providing specific information on various services mentioned above
as guidance to citizens of the UK. It would also provide search capabilities
for public services available on all government websites from a single portal.
This would be done by consolidating information from all the portals.
The
E-commerce portal that is proposed for the public organization would have a
central public repository connected to a web based information system using
open source software, apache web server. A digital library environment would be
created which would have a collection of digital objects. Further, these
objects would have collective information on various services that would be
customized for a specific format for easy viewing of users. The data would be
sourced from different public service organizations and would be connected to
the E-Commerce portal. The information records about individuals, organization,
public services and events would also be available on the portal.
The information on the portal would
be accessible on multiple devices including personal computers, laptops, mobile
phones and other public access points. A gateway would connect to a
central information repository sources from central as well as local government.The
website created would be responsive to enable access over multiple devices. The
technical standards would be comparable to local standards such that services
and procedures can be presented collectively. The website would ensure quality
and ease of use with a common theme of government used for displaying all the
services.
The
portal will also allow a support to service deliveries by third parties. The
service developers and local authorities would be given interfaces for
developing services and posting them on the portal. Departments and local
authorities would be able to use the portal to deliver services for free. The
data between tax authorities and businesses would be transferred over the
network using electronic data interchange.
Key components of the E-Commerce
portal include delivery channels, security of information and authentication.
For managing deliveries, a contractual relationship between the channel and the
government would be agreed upon in the form of license. Main features of
the infrastructure of the E-Commerce platform include banking functionalities,
user orientation, multi country capability, advance service oriented
architecture, application or infrastructure insecurity, backup and recovery
systems.
An
E-Commerce website with these functionalities would include a web framework
that would allow banking users to interact with the bank over the portal and
use the banking functionalities online. Different information services
that would be accessible to banking customers would include checking of
balances in bank accounts, viewing of transactions over a period, information
about holds or blocks, interest information, investment advice and other common
user information such as tariff calculations, loan calculations, deposit calculations
and protected documents of bank experts (Miracle Software Solution , 2008).
Environmental Analysis
Value propositions
The
portal will deliver information on public services online. These services would
be categorized on the basis of market segmentation. Users of the portal would
be allowed to give feedback for improvement in service design. An analysis of
usage patterns would be done from time to time and customization would be made
accordingly for better access and for better representation to citizens.
Public
Service Solution would include many benefits that would be extended to the
customers. These include:-

Convenience: Citizens would be able to access large amount
of information from different government bodies through a single portal.
Thus, this portal will act as one source information platform for all
public service needs.

Speed of delivery and assistance:
Citizens would not need to visit governmental organizations or refer to
multiple portals but a single platform will serve all their need. With
this portal, they would be able to connect to service providers directly
and thus delivery or assistance from these service providers would be
fast.
Integration:
Citizens would be able to access all kinds of services from central
government as well as local authorities an integration of information.

Core competencies

Technological excellence:
The web portal will be connected to the backend data repository.
This data repository will have all the required information that will be
displayed on the website such as information about passport and
immigration, housing as well as other local services, voting, community
participation services and information also relating to tax and other
legal justice services. This database would be updated regularly by a
backend team to reflect the most recent and up-to-date information.
The database would also contain logic to present the information
being asked by the citizens and in addition to that, also present
information which a citizen might be interested in looking at. This way,
the site can not only provide information the citizen is looking for but
also update him or her on other things. In essence, the same database
could be further used to personalize information for them. The website
will also incorporate analytics services which will help to capture user
behaviours on the website and then make use of this valuable information
to regularly customize and update the website for the citizen. This would
be done by tracking how they use the website, what do they like, what
sections are the most popular and what takes the most time for the user to
find. So for instance, if a particular section of the website is found to
be more popular than others, then that section or content would be
improvised and additionally would be positioned in such a way to make it
more discoverable so as to ease the job of the citizens.
Furthermore, even more such technology would be used in order to
measure the performance metrics of the entire portal which will help
reveal data such related to ROI, response time, cycle time efficiency,
coverage and quality among others.
Awareness: Every government provides various different
services for their citizens. It often gets forgotten along the way and
their citizens learn about them the hard way. Some critical services
although are regularly advertised via public campaigns but some non-critical
but equally relevant and important never appear in public campaigns. As a
result, it makes perfect sense to display all types of government services
on a website, where it will be permanent and available 24×7. The citizens
can learn about it whenever they want. People can learn about the exact
process and requirements so when they show up for things such as procuring
a passport, they will already be aware what the requirement is, the
procedure as well as the entire duration of the process. This releives the
stress from government officials. Moreover, some of these services can be
automated via the website itself such as applying for a particular
service. So instead of a citizen coming all the way to a government office
to fill up the form and apply for the service, it can be done with help of
a few clicks. Additionally, website serves as an excellent marketing
platform as well. As and when the website grows popular among the
citizens, the government would need to be less and less dependant on
spending huge amount of money on public campaigns something which is also
not measurable. While they can easily track how many people visited their
website or viewed a particular information on their website.
Services: As
mentioned previously, a government offers various different kinds of
services for it’s citizens. So it’s important to let its citizens know
about it. A website can not only display what kind of services the
government offers but also provide those services via the portal itself.
At the same time, a portal also makes it possible for the government to
learn the experience from the users regarding how they make their way on
the website, how they consume the services and what difficulties
they face. They can then readily shape and improve the services. Moreover,
it relieves load off the government offices as they have to rely less on
public campaigns, also because people can easily get the information from
the web thus they don’t queue up in the offices at the same time make use
of some of the services on the web itself. As a result, website can can
not only help display and deliver the different services to the citizens
but also help the government to improve them.

Market analysis and trends

Electronics
commerce has become a transformational instrument for organization including
government bodies. It has changed organizational structures and working
procedures of government service organization. The website platform for
dissemination has become a workable model with many government bodies using it
to develop applications like electronic government, multipurpose task system
and school. The web platform has become a marketing flagship alloying
government to read people globally. Interactive technologies such as
multimedia, web 2.0 and rich content services helps the government to allow
faster access to information, on the other side it has low operational cost.
Although
the model has been accepted by many organizations and citizens are using them
for finding public information, the penetration is low and unorganized. A
better structure and simplify workflow are required. The world has seen
increasing usage of E-Commerce by DAE estimates that 50% of citizens of Europe
are likely to use E- government by 2015
Strategy Evaluations
In
electronic commerce, the strategy may be evaluated on the basis of strength of
the security of the developed website. The security of the government website
can be assured by following factors:
·
Confidentiality
and integrity – The exchange of the information between the government and
citizen should not be accessible by third party(Wales, 2009). To ensure confidentiality and integrity,
information should be sent on secure private network being possessed by the
government.
·
Availability
– As per(Law, 2007),all the
required information of customer must always be available on the website. It is
implemented by allowing time visibility to the citizen.
·
Authentication
– It is done by two-factor authentication: verification of users through
regular username and password and via transaction password on mobile number of
the user immediately after starting the request.
·
Authorization
– The user should be able to modify his/her personal details which is done by
authentication mechanism as mentioned above.
·
Privacy
– It is implemented by having a feature where if the user is not active for a
certain duration of time, then the website should automatically log out and
expire the session.
Strategic Goals and Objectives
The
immediate goal of the website is to display the information services to the citizens
of the country. This would be done by crafting a well-designed and a highly
usable website provided that the target market is essentially the entire
country so it essentially covers all user types and demographics. Keeping this
in mind, the backend team must also get in position to make sure that the
website functions reliably and it’s content is kept most accurate and up to
date as once it’s release it will become of paramount importance to the
citizens. This would help the government relieve some stress on their staff
which would otherwise be busy attending phone calls from citizens or answering
them in public. Since its a website and as it gains momentum, it can begin to
replace the reliance of governments on radios, newspapers and TV for it’s public
campaigns. The long term goal and objective for the website would be to
make sure that some services are automated and delivered via the web platform
itself. This can only be done once the website is familiar with it’s citizens
and that it starts to see visitors and is put in use by them. This would
further bring down the operational cost and help streamline the services and
make the government more lean in it’s operations.
Key stakeholders
Following
are the key stakeholders of the project:
·
Citizens
– They are the most important stakeholder of the government. The aim of the
website is to impart maximum information and exposure to the citizens. For
instance: availability of information on the birth certificates, citizenship,
crime, law and passport and immigration rules. For this, citizens should be
able to raise request on the website.
·
Staff
– It includes workers and employees who work directly with the government. They
are responsible for managing the operations of the government provided
services.
·
Government
regulators – They will monitor the working of the website i.e. how the
information is being imparted to the citizens, whether services are updated
from time to time and more.
·
Non-governmental
organizations – These organizations are interested in ethical considerations
such as citizen interest and environmental impact of website operations. In
order to keep them satisfied, it should be ensured that the infrastructure used
is not harming the environment much and citizens are properly protected through
appropriate security measures.
Conclusion
In this paper, the focus has been
given on the strategy being taken by the government in order to provide
information to its citizens. It covers basic information about the government
and the services being provided it. Thereafter, the strategy of the government
has been evaluated on the bass of security and quality of the website i.e.
authentication, authorization and more. Then, the market trends and
benefits of the proposed website to the citizens have been explored. Hence it
can be concluded that the governemnt has identified an efficient strategy which
covers all the key aspects of government services for their online
platform. It can also be expected that propsoed website will deliver the goals
of the government as desired.

References
Law,
K. (2007). Impact of Perceived Security on Consumer Trust in Online Banking.
[online] ResearchGateway.ac.nz. Available at:
http://aut.researchgateway.ac.nz/bitstream/handle/10292/491/LawK.pdf?sequence=4
[Accessed 27 Dec. 2014].
Maguire,
G. (2010). 41 E – Commerce: A Statistical Market Analysis and Forecast of
Emerging Trends. [online] CSUSTAN.edu. Available at:
https://www.csustan.edu/sites/default/files/honors/documents/journals/crossings/Maguire.pdf
[Accessed 27 Dec. 2014].
Miracle
Software Solution . (2008). E-Bank Online Banking Solution. Miracle
Software Solutions .
Wales,
S. (2009). Confidentiality – Confidentiality. [online]
Sielearning.tafensw.edu.au. Available at:
https://sielearning.tafensw.edu.au/MCS/CHCAOD402A/chcaod402a_csw/knowledge/confidentiality/confidentiality.htm
[Accessed 27 Dec. 2014].

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