EP1222587A2 - Marchandisage electronique dans le cadre d'une application de commerce electronique, systeme et article manufacture a cet effet - Google Patents

Marchandisage electronique dans le cadre d'une application de commerce electronique, systeme et article manufacture a cet effet

Info

Publication number
EP1222587A2
EP1222587A2 EP00959864A EP00959864A EP1222587A2 EP 1222587 A2 EP1222587 A2 EP 1222587A2 EP 00959864 A EP00959864 A EP 00959864A EP 00959864 A EP00959864 A EP 00959864A EP 1222587 A2 EP1222587 A2 EP 1222587A2
Authority
EP
European Patent Office
Prior art keywords
product
user
information
customer
site
Prior art date
Legal status (The legal status is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the status listed.)
Ceased
Application number
EP00959864A
Other languages
German (de)
English (en)
Inventor
Michel K. Bowman-Amuah
Current Assignee (The listed assignees may be inaccurate. Google has not performed a legal analysis and makes no representation or warranty as to the accuracy of the list.)
Accenture Global Services Ltd
Original Assignee
Accenture LLP
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Accenture LLP filed Critical Accenture LLP
Publication of EP1222587A2 publication Critical patent/EP1222587A2/fr
Ceased legal-status Critical Current

Links

Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/06—Buying, selling or leasing transactions

Definitions

  • the present invention relates to an electronic product catalog and more particularly to a product catalog including inventory control information.
  • the Internet is a worldwide interconnection of computer networks that communicate using a common protocol. Millions of computers, from low end personal computers to high-end super computers are coupled to the Internet.
  • the Web World- Wide- Web
  • CERN the European Particle Physics Laboratory
  • the Web is a wide-area hypermedia information retrieval system aimed to give wide access to a large universe of documents.
  • the Web was known to and used by the academic/research community only. There was no easily available tool which allows a technically untrained person to access the Web.
  • Mosaic graphical user interface
  • the architecture of the Web follows a conventional client-server model.
  • client and
  • server are used to refer to a computer's general role as a requester of data (the client) or provider of data (the server).
  • Web browsers reside in clients and Web documents reside in servers.
  • Web clients and Web servers communicate using a protocol called "HyperText Transfer Protocol" (HTTP).
  • HTTP HyperText Transfer Protocol
  • a browser opens a connection to a server and initiates a request for a document.
  • the server delivers the requested document, typically in the form of a text document coded in a standard Hypertext Markup Language (HTML) format, and when the connection is closed in the above interaction, the server serves a passive role, i.e., it accepts commands from the client and cannot request the client to perform any action.
  • HTML Hypertext Markup Language
  • the communication model under the conventional Web environment provides a very limited level of interaction between clients and servers.
  • increasing the level of interaction between components in the systems often makes the systems more robust, but increasing the interaction increases the complexity of the interaction and typically slows the rate of the interaction.
  • the conventional Web environment provides less complex, faster interactions because of the Web's level of interaction between clients and servers.
  • a system, method and article of manufacture are provided for suggesting products over a network.
  • Information of a product is displayed.
  • the product information includes product specifications, graphics, video images, digital samples, and/or inventory availability.
  • a search mechanism is provided for searching for items similar to the product over a network. Items found during the search similar to the product are suggested. Selection of the product and the items similar to the product is allowed for purchase over the network.
  • a downloadable sample of the product may also be provided.
  • user-created customization of the product may also be allowed.
  • compatibility and/or equivalence of the product may be evaluated with regards to the items similar to the product.
  • a price of the product or the items similar to the product may be generated based on a customer profile, a customer type, and/or a geographic location.
  • one or more of a special offering and a sale of the product or the items similar to the product may be generated for a customer based on a customer profile, a customer type, and/or a geographic location.
  • Figure 1 is a schematic diagram of a hardware implementation of one embodiment of the present invention.
  • Figure 2 is a flow diagram illustrating a high level overview of an architecture
  • Figure 3 shows the dependencies of three architecture frameworks
  • Figure 4 illustrates a delivery vehicle matrix
  • Figure 5 illustrates a Delivery Vehicle Cube
  • Figure 6 is a flow diagram depicting considerations to be taken into consideration when identifying the core technologies to be used in an architecture
  • Figure 7 is a chart that can be utilized to determine whether to use Netcentric technology
  • Figure 8 is a chart that can be utilized to determine whether to use Client Server technology
  • Figure 9 is a chart that can be utilized to determine whether to use Host technology
  • Figure 10 illustrates an eCommerce Application Framework in a Development Architecture Framework
  • Figure 11 illustrates the relationship between the eCommerce Application Framework, possible eCommerce Selling Models, enabling technology, and enabling eCommerce Software Packages;
  • Figure 12 illustrates a flowchart for a method for automated performance of services on a network in accordance with an embodiment of the present invention
  • Figure 13 shows an agent of the eCommerce Application Framework in accordance with one embodiment of the present invention
  • Figure 14 illustrates a flowchart for a method for suggesting products over a network in accordance with an embodiment of the present invention
  • Figure 15 illustrates the merchandising component of the eCommerce Application Framework of the present invention
  • Figure 16 illustrates a flowchart for a method for interacting with a user over a network for personalizing a website in accordance with an embodiment of the present invention
  • Figure 17 depicts the Relationship Management section of the eCommerce Application Framework in accordance with one embodiment of the present invention.
  • Figure 18 illustrates a conceptual personalization architecture for implementing the Relationship Management section of the eCommerce Application Framework
  • Figure 19 illustrates a simple personalization process
  • Figure 20 is a graphical depiction of extents of personalization
  • Figure 21 illustrates a content catalog that can be used to manage an enterprise's content
  • Figure 22 illustrates an exemplary template with three Dynamic Content Areas (DCAs) embedded within the template in accordance with a method of associating a rale and content to an interaction;
  • DCAs Dynamic Content Areas
  • Figure 23 depicts a ShARE (Selection, Acquisition, Retention, and Extension) customer relationship model which addresses the changes in a shift to interactive marketing
  • Figure 24 illustrates a flowchart for a method for administrating an e-Commerce system on a network in accordance with an embodiment of the present invention
  • Figure 25 illustrates components of the maintenance and administration portion of the of the eCommerce Application Framework in accordance with one embodiment of the present invention
  • Figure 26 illustrates the Order Processing portion of the eCommerce Application Framework of the present invention
  • Figure 27 illustrates a flowchart for a method for completing a transaction over a network in accordance with an embodiment of the present invention
  • Figure 28 depicts an example flow of business capabilities needed for complete order processing on an eCommerce implementation
  • Figure 29 illustrates a flowchart for a method for electronically serving a customer over a network in accordance with an embodiment of the present invention
  • Figure 30 illustrates key customer services of the Customer Services portion of the eCommerce Application Framework
  • Figure 31 illustrates the Security component of the eCommerce Application Framework in accordance with one embodiment of the present invention
  • Figure 32 illustrates a flowchart for a method for ensuring security of an e-Commerce system on a network in accordance with an embodiment of the present invention
  • Figure 33 shows a sample architecture in an online advertising scenario
  • Figure 34 illustrates an exemplary security architecture in an online advertising scenario
  • Figure 35 depicts a sample architecture providing direct network access to several of customers in order to share specifications, distribute engineering designs, and collaborate on works in progress;
  • Figure 36 depicts another exemplary Security Architecture in the scenario of Figure 35;
  • Figure 37 shows a sample architecture in an interactive customer support scenario
  • Figure 38 illustrates an exemplary security architecture in a customer support scenario
  • Figure 39 depicts a sample architecture in an online banking scenario
  • Figure 40 shows an exemplary security architecture in an online banking scenario
  • Figure 41 illustrates a sample architecture in an online shopping scenario
  • Figure 42 shows an exemplary security architecture in an online shopping scenario
  • Figure 43 illustrates a flowchart for a method for manipulating data about a customer in an e- Commerce environment in accordance with an embodiment of the present invention
  • Figure 44 illustrates the Decision Support component of the eCommerce Application Framework in accordance with one embodiment of the present invention
  • Figure 45 illustrates the Integration component of the eCommerce Application Framework in accordance with one embodiment of the present invention.
  • Figure 46 illustrates a flowchart for a method for integrating an e-Commerce component into an existing framework of an enterprise in accordance with an embodiment of the present invention.
  • a preferred embodiment of a system in accordance with the present invention is preferably practiced in the context of a personal computer such as an IBM compatible personal computer, Apple Macintosh computer or UNIX based workstation.
  • a representative hardware environment is depicted in Figure 1, which illustrates a typical hardware configuration of a workstation in accordance with a preferred embodiment having a central processing unit 110, such as a microprocessor, and a number of other units interconnected via a system bus 112.
  • the workstation shown in Figure 1 includes a Random Access Memory (RAM) 114, Read Only Memory (ROM) 116, an I/O adapter 118 for connecting peripheral devices such as disk storage units 120 to the bus 112, a user interface adapter 122 for connecting a keyboard 124, a mouse 126, a speaker 128, a microphone 132, and/or other user interface devices such as a touch screen (not shown) to the bus 112, communication adapter 134 for connecting the workstation to a communication network (e.g., a data processing network) and a display adapter 136 for connecting the bus 112 to a display device 138.
  • a communication network e.g., a data processing network
  • display adapter 136 for connecting the bus 112 to a display device 138.
  • the workstation typically has resident thereon an operating system such as the Microsoft Windows NT or Windows/95 Operating System (OS), the IBM OS/2 operating system, the MAC OS, or UNIX operating system.
  • OS Microsoft Windows NT or Windows/95 Operating System
  • IBM OS/2 operating system the IBM OS/2 operating system
  • MAC OS the MAC OS
  • UNIX operating system the operating system
  • OOP Object oriented programming
  • OOP is a process of developing computer software using objects, including the steps of analyzing the problem, designing the system, and constructing the program.
  • An object is a software package that contains both data and a collection of related structures and procedures.
  • OOP Since it contains both data and a collection of structures and procedures, it can be visualized as a self-sufficient component that does not require other additional structures, procedures or data to perform its specific task. OOP, therefore, views a computer program as a collection of largely autonomous components, called objects, each of which is responsible for a specific task. This concept of packaging data, structures, and procedures together in one component or module is called encapsulation.
  • OOP components are reusable software modules which present an interface that conforms to an object model and which are accessed at run -time through a component integration architecture.
  • a component integration architecture is a set of architecture mechanisms which allow software modules in different process spaces to utilize each others capabilities or functions. This is generally done by assuming a common component object model on which to build the architecture. It is worthwhile to differentiate between an object and a class of objects at this point.
  • An object is a single instance of the class of objects, which is often just called a class.
  • a class of objects can be viewed as a blueprint, from which many objects can be formed.
  • OOP allows the programmer to create an object that is a part of another object.
  • the object representing a piston engine is said to have a composition-relationship with the object representing a piston.
  • a piston engine comprises a piston, valves and many other components; the fact that a piston is an element of a piston engine can be logically and semantically represented in OOP by two objects.
  • OOP also allows creation of an object that "depends from” another object. If there are two objects, one representing a piston engine and the other representing a piston engine wherein the piston is made of ceramic, then the relationship between the two objects is not that of composition.
  • a ceramic piston engine does not make up a piston engine. Rather it is merely one kind of piston engine that has one more limitation than the piston engine; its piston is made of ceramic.
  • the object representing the ceramic piston engine is called a derived object, and it inherits all of the aspects of the object representing the piston engine and adds further limitation or detail to it.
  • the object representing the ceramic piston engine "depends from" the object representing the piston engine. The relationship between these objects is called inheritance.
  • the object or class representing the ceramic piston engine inherits all of the aspects of the objects representing the piston engine, it inherits the thermal characteristics of a standard piston defined in the piston engine class.
  • the ceramic piston engine object overrides these ceramic specific thermal characteristics, which are typically different from those associated with a metal piston. It skips over the original and uses new functions related to ceramic pistons.
  • Different kinds of piston engines have different characteristics, but may have the same underlying functions associated with it (e.g., how many pistons in the engine, ignition sequences, lubrication, etc.).
  • a programmer would call the same functions with the same names, but each type of piston engine may have different/overriding implementations of functions behind the same name. This ability to hide different implementations of a function behind the same name is called polymo ⁇ hism and it greatly simplifies communication among objects.
  • composition-relationship With the concepts of composition-relationship, encapsulation, inheritance and polymo ⁇ hism, an object can represent just about anything in the real world. In fact, logical perception of the reality is the only limit on determining the kinds of things that can become objects in object- oriented software. Some typical categories are as follows:
  • Objects can represent physical objects, such as automobiles in a traffic-flow simulation, electrical components in a circuit-design program, countries in an economics model, or aircraft in an air-traffic-control system.
  • Objects can represent elements of the computer-user environment such as windows, menus or graphics objects.
  • An object can represent an inventory, such as a personnel file or a table of the latitudes and longitudes of cities.
  • An object can represent user-defined data types such as time, angles, and complex numbers, or points on the plane.
  • OOP allows the software developer to design and implement a computer program that is a model of some aspects of reality, whether that reality is a physical entity, a process, a system, or a composition of matter. Since the object can represent anything, the software developer can create an object which can be used as a component in a larger software project in the future.
  • OOP enables software developers to build objects out of other, previously built objects.
  • C++ is an OOP language that offers a fast, machine-executable code.
  • C++ is suitable for both commercial-application and systems-programming projects.
  • C++ appears to be the most popular choice among many OOP programmers, but there is a host of other OOP languages, such as Smalltalk, Common Lisp Object System (CLOS), and Eiffel. Additionally, OOP capabilities are being added to more traditional popular computer programming languages such as Pascal.
  • Encapsulation enforces data abstraction through the organization of data into small, independent objects that can communicate with each other. Encapsulation protects the data in an object from accidental damage, but allows other objects to interact with that data by calling the object's member functions and structures.
  • Class hierarchies and containment hierarchies provide a flexible mechanism for modeling real-world objects and the relationships among them.
  • Class libraries are very flexible. As programs grow more complex, more programmers are forced to adopt basic solutions to basic problems over and over again.
  • a relatively new extension of the class library concept is to have a framework of class libraries. This framework is more complex and consists of significant collections of collaborating classes that capture both the small scale patterns and major mechanisms that implement the common requirements and design in a specific application domain. They were first developed to free application programmers from the chores involved in displaying menus, windows, dialog boxes, and other standard user interface elements for personal computers.
  • Frameworks also represent a change in the way programmers think about the interaction between the code they write and code written by others.
  • the programmer called libraries provided by the operating system to perform certain tasks, but basically the program executed down the page from start to finish, and the programmer was solely responsible for the flow of control. This was appropriate for printing out paychecks, calculating a mathematical table, or solving other problems with a program that executed in just one way.
  • a programmer writing a framework program not only relinquishes control to the user (as is also true for event loop programs), but also relinquishes the detailed flow of control within the program to the framework. This approach allows the creation of more complex systems that work together in interesting ways, as opposed to isolated programs, having custom code, being created over and over again for similar problems.
  • a framework basically is a collection of cooperating classes that make up a reusable design solution for a given problem domain. It typically includes objects that provide default behavior (e.g., for menus and windows), and programmers use it by inheriting some of that default behavior and overriding other behavior so that the framework calls application code at the appropriate times.
  • default behavior e.g., for menus and windows
  • Behavior versus protocol Class libraries are essentially collections of behaviors that can call when those individual behaviors are desired in the program.
  • a framework provides not only behavior but also the protocol or set of rales that govern the ways in which behaviors can be combined, including rules for what a programmer is supposed to provide versus what the framework provides.
  • a preferred embodiment of the invention utilizes HyperText Markup Language (HTML) to implement documents on the Internet together with a general-pu ⁇ ose secure communication protocol for a transport medium between the client and the Newco.
  • HTTP or other protocols could be readily substituted for HTML without undue experimentation.
  • HTML is a simple data format used to create hypertext documents that are portable from one platform to another.
  • HTML documents are SGML documents with generic semantics that are appropriate for representing information from a wide range of domains. HTML has been in use by the World-Wide Web global information initiative since 1990. HTML is an application of ISO Standard 8879; 1986 Information Processing Text and Office Systems; Standard Generalized Markup Language (SGML).
  • HTML has been the dominant technology used in development of Web-based solutions.
  • HTML has proven to be inadequate in the following areas:
  • Sun Microsystem's ⁇ Java language solves many of the client-side problems by: • Improving performance on the client side;
  • UI User Interface
  • Custom “widgets” e.g., real-time stock tickers, animated icons, etc.
  • client-side performance is improved.
  • Java supports the notion of client-side validation, offloading appropriate processing onto the client for improved performance.
  • Dynamic, real-time Web pages can be created. Using the above-mentioned custom UI components, dynamic Web pages can also be created.
  • Sun's Java language has emerged as an industry-recognized language for "programming the Internet.”
  • Sun defines Java as: "a simple, object-oriented, distributed, inte ⁇ reted, robust, secure, architecture-neutral, portable, high-performance, multithreaded, dynamic, buzzword- compliant, general -pu ⁇ ose programming language.
  • Java supports programming for the Internet in the form of platform-independent Java applets.”
  • Java applets are small, specialized applications that comply with Sun's Java Application Programming Interface (API) allowing developers to add "interactive content” to Web documents (e.g., simple animations, page adornments, basic games, etc.). Applets execute within a Java-compatible browser (e.g., Netscape Navigator ®) by copying code from the server to client. From a language standpoint,
  • Java's core feature set is based on C++. Sun's Java literature states that Java is basically, "C++ with extensions from Objective C for more dynamic method resolution.”
  • ActiveX includes tools for developing animation, 3-D virtual reality, video and other multimedia content.
  • the tools use Internet standards, work on multiple platforms, and are being supported by over 100 companies.
  • the group's building blocks are called ActiveX Controls, small, fast components that enable developers to embed parts of software in hypertext markup language (HTML) pages.
  • ActiveX is a technology that provides similar function to JAVA.
  • Controls work with a variety of programming languages including Microsoft Visual C++,
  • Borland Delphi ® Microsoft ® Visual Basic programming system and, in the future, Microsoft's development tool for Java, code named "Jakarta.”
  • ActiveX Technologies also includes ActiveX Server Framework, allowing developers to create server applications.
  • ActiveX could be substituted for JAVA without undue experimentation to practice the invention.
  • Architecture also is an engineering discipline. It creates and also depends on a structured manner to analyze and design whatever is to be built. Like all living disciplines, architecture continues to grow and evolve. Engineering discoveries move the field forward. Certain design and engineering principles clearly show themselves to be successful in practice, and these then become repeatable components of additional work. The ability to continue to master each component, as well as the interrelations among components, is a distinguishing characteristic of architecture.
  • So architecture is about designing and building something from a set of basic components, and also about the interrelations among the components. And it is a discipline whereby all these things come together - materials, space, people - to bring something into being that was not there before.
  • architectural thinking implies that the work is about creating certain kinds of stmctures that can be engineered or at least influenced, and that the work can be organized and performed in a structured, systematic manner.
  • use of architectural concepts implies that there is something repeatable about the work: architects can create a structure, then use components of that structure again in the future when they come across a similar situation.
  • Step 1 Analyze 202. The architect must begin by listening to and researching the needs of the client. What is the function of the building? What is its environment? What are the limitations set by budget and use?
  • Step 2 Design 204. This is a blueprint stage. The architect creates one or several designs showing the layout of the structure, how different spaces fit together, how everything looks from different views, what materials are to be used, and so forth.
  • Step 3 Model & Test 206. Not every architectural project has this step, but in many cases, the architect will create a scale model/prototype of the finished product, allowing the client a clearer sense of what the ultimate solution will look like.
  • a model is a kind of test stage, allowing everyone to test the design in a near-real-life setting.
  • Step 4 Build 208. This is the actual construction of the building, in general accord with the blueprints and prototype.
  • Step 5 Operate and Evolve 210.
  • the building is to be lived in and used, of course, and so an important step is to ensure that the finished product is tended to and operated effectively. Architects themselves may not be involved in the operation of their building, but they certainly would be involved in future expansions or evolutions of the building. Stewart Brand's recent text, How Buildings Learn, argues that effective architecture takes into account the fact that buildings "learn”: as people live and work in them over time, those people will seek to alter the building in subtle, or not so subtle, ways.
  • Adequate documentation to permit compliance by implementers An auditing mechanism that exercises the specified interfaces to verify that specified inputs to components yield specified results;
  • Development Architecture Framework (DAF) 300 provides access to one's thought leadership and architecture frameworks for Execution, Development and Operations environments 302,304,306.
  • DAF Development Architecture Framework
  • Figure 3 shows the dependencies of the three architecture frameworks and is described in more detail in the Delivery Vehicle Overview (below).
  • the execution architecture is a unified collection of mn-time technology services, control structures, and supporting infrastructure upon which application software runs.
  • the development architecture is a unified collection of technology services, tools, techniques, and standards for constracting and maintaining application software.
  • a Framework should be thought of as a conceptual structure used to frame the work about to be done. It should be used as a thought trigger or as a completeness check. A framework cannot be built directly but instead should use it as a starting point for understanding and designing.
  • Frameworks are used to help practitioners understand what components may be required and how the components fit together. Based on the inventory of components and the description of their relationships, practitioners will select the necessary components for their design. An architect extracts components from one or more Frameworks to meet a specific set of user or application requirements. Once an architecture has been implemented it is often referred to as an architecture or an infrastructure.
  • framework addresses can vary widely.
  • One framework may outline the components for a technical infrastructure in its entirety whereas another framework may focus explicitly on the network.
  • a thorough understanding of a framework's scope is crucial to its use during the design phase of a project.
  • An architecture provides a completeness check, ensuring that all relevant components of a possible solution have been considered. It ensures consistent, reliable, high-quality applications. It gives everyone - the developers and their clients - a common framework and common language with which to talk about the work.
  • Good architecture provides common set of application services. It removes application programmers from the complexities of the underlying technology and development tools, allowing less experienced developers to be more productive.
  • a well-balanced architecture consists of the "right" components, where the components are tied together by simple interrelationships, since complex relationships increase the architecture's complexity faster than modularization can reduce it.
  • An architecture can be used to isolate the applications from particular products. This ensures that products can more easily be replaced later. This characteristic can be important if there is risk associated with a product's or product vendor's future, or the rate of change in a particular technology area is particularly high. An evident example is provided by looking back at changes in user interface standards over the last 10 years. Applications that did not separate user interface logic from business logic, had to be completely rewritten to take advantage of new user interfaces, such as MS Windows and more recently Web browsers. Portability
  • a properly defined and intelligently developed architecture delivers an infrastructure on which a business can build and enhance applications that support their current and future business needs. This is how a business can manage change.
  • a key benefit of an architecture is that it divides and conquers complexity. Simple applications benefit less from architecture than complex ones do; fewer decisions are needed in these cases, and fewer people need to know about them. During maintenance, a poorly architected small application is tolerable because it is still relatively easy to locate a fault and to anticipate the side effects of correcting it. Conversely, complex applications are more difficult to understand and to modify. Complexity is reduced by subdividing the application in layers and components, each layer having a specific functionality. The layers are strongly cohesive and de-coupled: A given layer does not need to know the internals of any other layer.
  • Architects must have deep understanding of a project, business and/or technical environment. Architects are involved across business integration projects, managing their complexities and intricacies.
  • the architecture should be a thin, well-defined layer that ensures development productivity, maintenance flexibility, performance and stability.
  • the architecture should be made as light-weight as possible only addressing the requirements that drive it. Avoid “nice to have” flexibility and additional levels of abstractions that are intellectually interesting but not strictly required.
  • a Delivery Vehicle is an integrated collection of technology services that supports an application style, implemented on a distinct architecture generation.
  • An application style defines a unique class of processing type, which is used by applications, and thus end-users.
  • Current Delivery Vehicle Reference set of Application Styles include batch, on- line transaction processing, collaboration, data warehouse, knowledge management and integration.
  • the Application Style is the primary dimension of a Delivery Vehicle, and most people use the terms Application Style and Delivery Vehicle to mean the same thing.
  • Architecture generation is a broad classification scheme for placing technology components within a technology era. Delivery Vehicles are physically implemented on a distinct architecture generation.
  • the present invention is an advance in client server generation.
  • the technology generation discussion is intended to be a logical discussion that aims to highlight the new business capabilities enabled by new technologies. So for example, there could be a PowerBuilder application executing from a Web Browser using a plug-in.
  • Figure 4 illustrates a delivery vehicle matrix 400.
  • One way of looking at a Delivery Vehicle is therefore as an intersection of a technology generation 402 and application style 404. This is the presentation method currently adopted for navigation in DAF.
  • the Delivery Vehicle Cube 500 illustrated in Figure 5, represents the "full" picture of what a Delivery Vehicle is.
  • the Application Styles and the Technology generations it introduces a distinction between Execution, Development and Operations Environments
  • the cube has the following dimensions, or cube "faces:
  • These components extend the technology architecture with services that are specific for each distinct delivery vehicle. Some of the components may extend some of the core services, while others are completely new types of components.
  • a mission-critical high- volume transaction delivery vehicle may require special performance tuning tools in the development architecture, as well as real-time monitoring tools in the operations architecture.
  • the Delivery Vehicle Framework presents a way to organize technology architecture information. When presenting this type of content to clients, one will need to tailor the information one presents based on the client's background and the terminology they are familiar with.
  • the goal should be to understand the pros and cons of the different technology options available for each component and to select the most appropriate one based on the client's requirements.
  • a typical scenario can involve mainframe legacy systems acting as servers in a client server architecture, application servers being accessed from both traditional GUI clients built in Powerbuilder and Visual Basic and from Web-based front ends accessing the application servers via a Web-server.
  • Netcentric concepts include three- or multi-tier architectures with more business logic residing on server, flexible security architecture, and user interface concepts that can be ported to a Web Browser at a later stage.
  • Netcentric architecture will usually still support development of client/server applications. The opposite is not often tme since traditional client/server systems usually keep a substantial portion of the business logic on a fat client, while Netcentric architectures still favor keeping most business logic at the server side. Also Netcentric architectures tend to be more loosely coupled than (the still dominant two-tier) client/server systems.
  • the client has significant technology skills within its IT department.
  • the client has multiple hardware/operating system configurations for their client machines.
  • distributing an application internally or externally for an ente ⁇ rise requires that the application be ported, recompiled and tested for all specific workstation operating systems.
  • Use of a Universal Client or web-browser may eliminate many of these problems by providing a consistent and familiar user interface on many different operating systems and hardware platforms.
  • the application will run on a device other than a PC.
  • the momentum of the Internet is putting a lot of pressure on vendors of various devices to be web-enabled. Having the Internet infrastracture in place makes it more feasible for vendors to create new physical devices from which electronic information can be accessed. For example, Web televisions are gaining momentum. Now users can access the Internet from a television set. Network Computers, thin-client devices that download and ran applications from a centrally maintained server are generating a lot of interest. Also, users want to have access to the same information from multiple physical devices. For example, a user might want to have access to his/her e-mail from a cellular phone, from a Web TV or their portable PC.
  • the client needs to reach a large or diverse internal audience with this application.
  • Configuration management of traditional client/server applications which tend to be physically distributed across both the client and server, is a major issue for many co ⁇ orations.
  • the software distribution of such applications which are packaged as one large or a combination of a few large executables makes minor updates difficult for even a small scale user population. Every time an update is made, a process must be initiated to distribute new code to all client machines.
  • the browser-centric application style offers an alternative to this traditional problem of distributing functionality to both internal and external users.
  • the client is an early adopter of new technology.
  • Non-expert users need a simple to use and familiar interface in order to be able to use the application. As people grow accustomed to Web-browsers, this will be their preferred user-interface. The consistent interface provided by the Web-browsers will help reduce the learning curve necessary for becoming familiar with new applications. G3. Where appropriate, applications should be developed with multi-media capabilities for the presentation of data (text, sound, video, etc.).
  • HTML documents, plug-ins, Java, etc. HTML documents, plug-ins, Java, etc.
  • standardization of media information formats enable support for these types of complex documents and applications.
  • Network bandwidth remains a performance issue.
  • advances in network technologies and compression techniques continue to make richer media-enabled documents and applications more feasible on the Web.
  • the application requires an advanced, dynamic, and integrated user interface for expert users.
  • Client server applications can provide response times necessary to support transaction intensive mission critical systems.
  • Application logic and business data can be distributed between the client and server for optimal efficiency.
  • Web-based interfaces still have an inherent overhead due to the connectionless communication and constant downloading of data, formatting information and applet code.
  • the application needs to support off-line mobile users.
  • a client server architecture allows for the distribution of application logic and/or data between the server and client. Replication of data and logic is usually necessary for applications that are ran on portable computers.
  • the client maintains their applications internally and the IT department has the necessary resources, organizations and processes to maintain a Client Server application.
  • the client currently maintains and operates host based applications and the
  • a dedicated work force with low turnaround skilled in the use of character based 3270 applications, eliminates the need for a GUI interface.
  • the application requires a high volume of repetitive transactions.
  • mainframes The high degree of processing power provided by mainframes allows for the development of applications with very high performance requirements.
  • End users can maintain a physical connection to the host at all times.
  • the application will need to support a large number of users (>1000).
  • the Client has the resources, organizations and processes necessary for the development and operation of a Host based application.
  • a pure host based architecture eliminates the possibility of distributing data or business logic to the client. This removes some of the application performance benefits which can be seen by a distribution strategy, however, centralized access to the business logic and business data can improve operational stability and lower costs.
  • a current trend is to transform mainframe based legacy systems into data- and application servers in a multi-tiered client/server or Netcentric architecture.
  • DAF provides access to a thought process regarding leadership and architecture frameworks for Execution, Development and Operations environments. Very briefly, DAF covers:
  • the Development Architecture Framework should help with the establishment and operation of a high-quality development environment.
  • the Operations Architecture Framework should help with the establishment and operation of a high-quality operations environment.
  • the eCommerce market is rapidly emerging. This is evidenced by the growing numbers of new eCommerce transactional sites, the increasing number of 'exchange of value' transactions performed daily, the emergence of new entities and businesses focusing on the electronic marketplace, the convergence and partnering of existing businesses on the electronic marketplace, and the empowerment of the everyday user to satisfy their needs within the evolving electronic marketplace.
  • One definition of eCommerce is: commercial exchange of value between an enterprise and an external entity — either an upstream supplier, a partner, or a down-stream customer — over a universal, ubiquitous electronic medium/
  • the eCommerce Application Framework 1000 in DAF is illustrated in Figure 10.
  • the eCommerce Application Framework (eCaf) identifies and describes the application capabilities useful or necessary to implementing eCommerce business solutions. It provides a framework to tie business process, application, and technology aspects of eCommerce together, and a basis for mapping and assessing the capabilities of the eCommerce packaged solutions. This framework should be used as a vehicle for communicating, and designing eCommerce business solutions.
  • the eCommerce Application Framework has been created to provide an understanding of the types of services and applications needed to implement an eCommerce solution.
  • Figure 11 illustrates the relationship between the eCommerce Application Framework 1000, the possible eCommerce Selling Models 1102, enabling technology 1104, and enabling eCommerce Software Packages 1106.
  • the eCaf defines a supporting middle layer between basic Internet or Netcentric enabled products (eCommerce Package Software) and the technical infrastructure (Enabling Technology) needed to develop eCommerce-enabled web sites based on a business-specific selling model (eCommerce Selling Models). Note that eCaf just covers the middle layer.
  • Each solution or site may have a different selling approach, architecture, utilization of technology, or applications.
  • the eCaf includes the concepts, applications, and services common across the different solutions and has organized them into application capabilities.
  • Technologically eCommerce business capability requires a logical grouping of services enabling a specific eCommerce functionality.
  • the functionality may be a single technical service within the underlying architecture or an entire application.
  • the capabilities have been derived from surveying multiple eCommerce software packages and eCommerce implementations. As eCommerce evolves, the categories and capabilities are apt to change.
  • the capabilities are presented as framework components and subcomponents.
  • the eCommerce capabilities illustrate the highest level categories of eCommerce capabilities: External Agents, Electronic Merchandising, Relationship Management, Maintenance & Administration, Order Processing, Customer Services, Security, Decision Support, Integration.
  • the capabilities within a given category may cover the full range of potential selling models. Some components may be specific only to a business-to-business buyer-centric implementation.
  • the enabling technology for an eCommerce implementation is the same underlying technology used to enable most Netcentric (and in some cases client server) implementations. In general, most implementations will utilize the Netcentric technologies.
  • An understanding of the Netcentric framework will act as a building block for understanding the technology aspects of an eCommerce solution. Information on the Netcentric framework is found in the patent application entitled A SYSTEM, METHOD AND ARTICLE OF MANUFACTURE FOR BASE SERVICES PATTERNS IN A NETCENTRIC ENVIRONMENT which is referenced above and inco ⁇ orated by reference in its entirety.
  • the seller-centric model is the most common. In its simplest form, a company typically provides information about their products and gives the customer the ability to place orders.
  • More advanced implementations use electronic means for supporting the entire sales and support process including: marketing, product display, merchandizing, customer needs assessment, order processing, and many other activities.
  • the infrastmcture is created and maintained by the merchant. The customer needs nothing more than a browser and/or access to the site.
  • a buyer-centric site In a buyer-centric solution, the main focus is on customer or buyer trying to fulfill a need for a product. In contrast to Seller-Centric sites which offer products, a buyer-centric site displays items the buyer would like to purchase - in effect trying to lure sellers. Many of the same capabilities as seller-centric sites are needed such as order management and payment capabilities. In this case, the customer joins or creates an infrastmcture focused on fulfilling his needs. The infrastmcture typically provides an environment between the trading partners which promotes browsing and comparing products, ordering products , fulfillment, payment, and any needed customer support services. A concentration should be placed on the ease of transactions and information flow. For this reason, sellers may customize their product line to the buyers' specific needs.
  • Broker or auction type solutions are also emerging, albeit more slowly.
  • Broker implementations don't typically sell their own goods, but rather provide an eCommerce environment to facilitate bringing multiple buyers and sellers together. Both buyers and sellers can utilize the broker's site and infrastmcture rather than developing and maintaining their own eCommerce capabilities.
  • a broker has set up the infrastracture needed to buy and sell goods.
  • the infrastracture will be very similar to a seller-centric solution with the addition of components needed to register goods to be sold (or in a buyer-centric twist - register RFQ's 'request for quote'), price negotiation and bidding, and reconciliation services.
  • a Trading Network is an excellent business example of a broker site. Users of the TN can issue Request For Quote's (RFQ'S) on the trading network. The request could be for raw materials, components, or finished items. Suppliers are free to answer an RFQ providing they meet some basic guidelines and requirements. The network provides a true win-win relationship. Since the network can be global, suppliers the purchaser may never have known about are free to participate. Another example on the consumer side is a sales website. Such a site offers a variety of computer, electronic and fitness goods as well as a general merchandise auction. Customers can browse items in order to view product information and their current bid prices. Interested buyers can place a bid online and see how their bid price compares with others. The auctions are time based and follow a detailed bidding process. As customers are out bid, they are notified via email and have the option to reply with a counter bid.
  • RQ'S Request For Quote's
  • the eCaf framework provides a basis for understanding and assessing the capabilities of the eCommerce packages.
  • the current eCommerce software packages can be classified in the following categories: • eCommerce Toolset This category would includes any set of tools or components with which an eCommerce application can be built. Examples include the multitude of 'CyberWallets' or electronic cash components.
  • This product would be a template or is in itself a specific eCommerce-enabled application.
  • An example would include products providing the ability for cataloging or help desk functions. This is often referred to as vertical solutions.
  • a complex eCommerce solution potentially may utilize software from all three of these categories in addition to any custom code needed to integrate them.
  • Figure 12 illustrates a flowchart for a method 1200 for automated performance of services on a network.
  • a request for a service is received over a network in operation 1202
  • information about a product on the network is searched in operation 1204 in order to perform the service.
  • Data including the price of the product is selected from the information on the network and the service is performed utilizing the data in operations 1206 and 1208.
  • the service may include making suggestions based on a user's profile and history.
  • the service requested may also include retrieval of data.
  • the service requested may include a product comparison.
  • the data may further include detailed product attributes.
  • the services of other agents may also be used to perform the service.
  • an agent 1300 also called an intelligent agent
  • an agent is a program that gathers information or performs some other service without the immediate of a user. See Figures 10 and 13.
  • an agent using parameters provided by the user, searches all or some part of the Internet, gathers the requested information, and presents it back to the requesting user.
  • Intelligent external agent technology will continue to grow as the eCommerce market develops. As the market saturates with products and information, the need for techniques or agents to filter this information will grow.
  • An agent in accordance with an embodiment of the present invention has the ability to transport itself from one place in the network to another, filtering through relevant information in order to perform its task.
  • the software can be designed to make suggestions based on the user's profile and history, and change its behavior as it leams from experience and interactions with other agents.
  • Mobility the ability to move around an electronic network
  • Adaptability an agent may be able to adjust itself to the habits, working methods and preferences of its user.
  • An exemplary agent is a Bargain Finder.
  • the Bargain Finder agent is an intelligent agent used for comparative shopping for music CDs. A user can request the agent to search based on a specific artist and album. The agent would search its known sources, gather the needed information, and return a comparison list with prices and specifications to the requester. If this concept is applied to the business world, the potential value increases dramatically.
  • a business may utilize a similar concept but on a much grander scale, allowing the user to take advantage of the lowest available price. Providing there are ample suppliers, a business may create an agent to search for the best prices on constmction materials or assembly components.
  • the agent could provide substantial savings in material costs and personnel.
  • An outbound agent would be an agent a site sends out to gather information. For example, a site selling digital goods may embed a specific digital watermark within its digital goods. It could then create an agent to search the Web for this digital watermark to determine if unauthorized uses exist. Another example would be competitive analysis. A site may create an agent for polling competing sites for current prices and product list in order to price the site's own items competitively.
  • the site may deal with inbound agents.
  • Agents may enter a site in an attempt to gather information about products, availability and prices. For example, an Internet shopper may use a 'shopping agent' to submit a request for a particular product.
  • the shopping agent determines which sites may contain relevant information, interacts with the site in order to gather any needed information, and prepares a report for the user including detailed product information, product comparisons, and pricing lists. From the site selling goods, the agent may be viewed as in inbound customer.
  • an agent is both inbound and outbound, depending on the perspective of the site. If the site is the initiator of the agent, the agent is viewed as outbound. This same agent is viewed as inbound to the sites it interacts with to gather information.
  • TCP/IP fulfills the necessary transport function
  • RPC Remote Procedure Call
  • socket libraries allow for the basic exchange of information and invocation of procedures on top of
  • TCP/EP TCP/EP; and CORBA adds routing, names services and data type translation.
  • Peer-to-peer computing allows work stations to concurrently send and host multiple requests for services. Security, reliability and integrity issues need to be explored, especially because the market has high expectations for these areas in client/server environments.
  • Asynchronous distributed computing is best handled with mobile agents. Rather than coding a long-lasting, complex exchange of messages between a client and possibly multiple servers, a mobile agent carries a compact program with all the required procedures for the interaction to be executed remotely.
  • Figure 14 illustrates a flowchart for a method 1400 for suggesting products over a network.
  • Information of a product is displayed in operation 1402.
  • the product information includes product specifications, graphics, video images, digital samples, and/or inventory availability.
  • a search mechanism is provided for searching for items similar to the product over a network. Items found during the search similar to the product are suggested in operation 1406. Selection of the product and the items similar to the product is allowed for purchase over the network in operation 1408.
  • a downloadable sample of the product may also be provided.
  • user-created customization of the product may also be allowed.
  • compatibility and/or equivalence of the product may be evaluated with regards to the items similar to the product.
  • a price of the product or the items similar to the product may be generated based on a customer profile, a customer type, and/or a geographic location.
  • one or more of a special offering and a sale of the product or the items similar to the product may be generated for a customer based on a customer profile, a customer type, and/or a geographic location.
  • Electronic merchandising introduces a new medium, the Internet, for merchants to sell their products.
  • the merchandising component consists of services needed to deliver product, pricing, and inventory information. These services may directly interact with the personalization services in order to deliver the information in a customized format. A traditional example of this would be window-shopping, merchandise browsing, or any informative interaction with the sales clerk.
  • the site can be open for business 24 x 7.
  • Shoppers can click on a product to see a larger picture and more detailed information.
  • An intelligent agent can suggest similar items or others matching the tastes of the individual.
  • Special offerings and sales can be generated dynamically for each customer at the time of the visit. Catalogs could even be sent as email attachments once per month, with links back to the main site for more information.
  • Convenience Services such as grocery shopping and virtual flower shops, are successful on the Internet. Busy consumers can choose a greeting card from a huge online catalog, add a personal message, and have it sent on any day they specify.
  • Digital Goods such as news, research, or data and graphic media like art and photography, are ideal for eCommerce. Buyers can take immediate delivery at the time of purchase, providing instant gratification and peace of mind. The seller does not receive payment until the goods are received.
  • Product information may include product specifications, graphics or video images, digital samples, or even inventory availability.
  • the approach for displaying this information may differ based on a Business-to- Consumer or Business-to-Business implementation. The most common implementation is to use the catalog approach.
  • Data Model 1502 The actual storage of the content is important. Product information stored using static HTML aside, the most common method is in an object or relational database. Many vendors even provide data models for a product database. Vendor-provided data models often will need to be modified in order to meet the specific product detail the system requires. It is important to understand the robustness of the data model as well as the impacts to the system if changes need to be introduced. The system may involve storage and access to many non-discrete data types.
  • the content may consist of non-discrete data types such as audio and video.
  • the delivery mechanism will need to be able to deliver the data to different access devices.
  • Systems will encounter the need to manage non-discrete data types such as audio and video data and alternative content in case the access type cannot handle the data types.
  • the ability to deliver new products and information may be critical to stay ahead or match the competition.
  • the speed at which the information can be updated and migrated to production is critical. Be sure to understand the relationship between the content changes and the correct procedures to migrate the changes to the production system.
  • the ability to maintain and grow the site may prove to be key factors in the site's success.
  • a content staging process should be put in place.
  • the procedures for modifying and adding content, testing, validation of content and subject matter, authorization and migration to production should be documented.
  • Buyer-Centric solutions may need to implement a method of evaluating compatibility and equivalence of products. If the buy site deals with multiple trading partners, these functions may provide additional cost savings. Getting buy-in from all the trading partners to agree upon a common model for product information is key for this to be successful.
  • Dynamic pricing is the ability to display a different product price based on a customer profile, customer type, or any other logical possibility. Ties to personalization may be needed to handle pricing schemes based on relationships, terms, volumes, or other potential customer profile items. It is a good practice to base the information on database technologies that allow for quick retrieval and calculation (Note: This is definitely a performance-conscious area).
  • the pricing mechanism should be tied to any sort of discounting or promotional incentives.
  • contracts and agreements may be in place to drive the specific pricing. Discounts may be applied on an incremental or time-oriented basis.
  • a common concept used are electronic coupons or other types of discounts. The customers may have earned or acquired a coupon or other form of discount earlier in the interaction with the site. The coupon, usually stored on the user's machine, may be applied to the purchased products.
  • Product Sampling 1514 Product Sampling - Products able to be sampled over the Internet will sell well there.
  • Music is one example. A shopper can listen to pieces of songs on a CD before deciding to order it.
  • Some applications may require the ability for custom part creation or the combination of individual components the user can combine to fulfill a specific, hard-to-manage, need. Part compatibility and pricing can become very complex and unmanageable.
  • FIG. 16 illustrates a flowchart for a method 1600 for interacting with a user over a network for personalizing a website.
  • a user is identified and information about the user is collected in operations 1602 and 1604.
  • a profile of the user is built based on the collected information and a plurality of different contents are managed in operations 1606 and 1608.
  • the profile and the contents are analyzed in order to match attributes of the profile of the user and attributes of the contents in operation 1610.
  • the contents which have attributes that match the attributes of the profile of the user are then selected and delivered to the user in operations 1612 and 1614.
  • the user is allowed to manually select which of the delivered contents are depicted on a display in operation 1616.
  • the user is also allowed in operation 1618 to selectively position the delivered contents on the display.
  • the analysis of the profile may occur in real time.
  • the user may also be identified by using a cookie, receiving user input, and digital certificates.
  • a time when the user last viewed the contents may also be identified with portions of the contents that have been modified or added since the time when the user last viewed the contents being indicated.
  • the user may also be allowed to rate the contents.
  • a potential customer may be selected from a plurality of users and an act may be performed to entice the potential customer to become a real customer. Also, an activity may further be conducted to retain a current customer and a demand generating application may be provided.
  • Ente ⁇ rises must respond by capitalizing on the new potential the interactive mediums offer; to reach, communicate, and interact with customers.
  • the way ente ⁇ rises interact with their customers continues to change due to demand for increased convenience, better access, higher levels of interactivity, and faster fulfillment.
  • electronic means e.g., home PCs, automated teller machines, automated voice response, 800-numbers, and the Internet.
  • future communications will be increasingly technology-enabled and information-intensive and will provide the foundation for a continuous, two-way dialogue with customers.
  • Personalization is the continuous process of collecting, analyzing, and using information about the end-user in order to improve the productivity and value of their interaction with the organization.
  • the pu ⁇ ose of personalization is to interact with the customer/user with the hopes of establishing and building a relationship, increasing sales by catering to the individual customer's needs, cross selling or up selling, and enticing users to return to the site.
  • the Internet was designed for two-way interaction, hence providing the ability to narrow-cast or customize the interaction to the individual user.
  • the ente ⁇ rise complexity of the personalization approach will drive the architecture components and application required to implement and deliver this strategy. It is critical for the ente ⁇ rise success to understand how the personalization strategy will affect the entire ente ⁇ rise.
  • the conceptual personalization architecture is independent of ente ⁇ rise or industry.
  • the statement may be a simple 'Welcome back ⁇ user name>! ' message or it may be more complex, drawing on information from the last interaction.
  • the application or web site's user interface is customized for the individual.
  • the actual page layout or page design is altered based on the individual interacting with the system.
  • This category can be sub-divided based on who (the site or the user) controls how the interface is altered.
  • Site mo ⁇ hing is when the S te alters the user's interface.
  • the site may alter the page's layout, the subjects or types of content and information, or the site capabilities based on what is known about the user.
  • a variety of different user attributes or algorithms can be used to customize the user's interface.
  • the site's interface may alter based on a customer status or customer strategy.
  • a customer strategy might attempt to interact with new site visitors with an interface geared toward selection (what is the potential value of this customer?) and acquisition (how do we acquire this customer?) while gearing the interface and interaction for an existing customer to retention and extension (selling additional products, allowing the customer to be self serving, or making it easier to do business with the company).
  • the site's interface can be altered based on the status of the customer. For example, a United Airline ® site could be customized based on the user's Mileage Plus ® status. Non-members would have a very generic site where they can perform the basic site functions. Mileage Plus members would have additional capabilities (such as flight history, mileage status or customer service chat) as well as different site layouts and attributes based on their exact status.
  • Intent Determination attempts to pre-determine the pu ⁇ ose of the user's visit to the site and customize the navigation and user interface to help the user quickly perform these actions. Based on the user's information and past actions, it can often be determined the most likely reason the user is logging on and thus make those functions or information immediately available - front and center. Assume the United Airline site used intent determination to create a personalized interface. Over time, the site leams that the user regularly check their mileage status, the in- flight movie listings, food service listing, and ai ⁇ ort maps. The site also notices that the last two interactions, the user has called to upgrade to First Class.
  • the user controls the site's configuration.
  • the site provides a facility that allows the user to configure the page layout, and the subjects, links or content that the page will contain. Once configured, the user has a customized page configured to their specification.
  • the user-configured interface is loaded. Within the user-configured site, the user has the ability to configure their own site by selecting the layout, topics and content details that will be displayed by selecting items from defined menu of configuration options.
  • This technique filters the information or content displayed to the user based on what is entered by, or known about the user. Many personalized sites use some form of content filtering. A variety of different filtering techniques have emerged. Some are adaptations of traditional client/server techniques adapted to the Web. In the first grouping of techniques presented here, the user controls how the information is filtered.
  • Personalized Information Allows the user to see information specific to them.
  • the content in this case may be information about the user's profile, about products they have or a past order history.
  • This technique allows the user to filter the data by building 'where clause' statement or execute 'canned' queries. It is often used when the user is familiar with the data and wishes to organize or filter it in multiple ways.
  • Collaborative filtering determines clusters of users with similar interests, either by asking users explicitly or by observing user selections and actions to determine those interests implicitly. This is an effective technique for creating recommendations for products.
  • Contextual inference uses human-determined rules to select content based on behavior, interest or other profile attributes.
  • the content that is marked as new may be further constrained to only contain the areas that the user has interacted with in the past.
  • This technique simplifies a complex process or repetitive task by storing the user's preferences and inputs required to complete the process. In most cases a series of pre-defined questions and preferences have to be set up in order to use this functionality.
  • 1 -Click purchasing can be offered which allows a user to select an item with a single click and purchase the item — by- passing the order selection, order form, shipping and payment pages.
  • a Fastpath approach can be used where the user has performed the function before and allowed the application or web site to retain more static information like shipping address.
  • the site can use information that it currently has about the user to pre-fill the form. For example, the site may fill out the order form with the user's last address and order information or the site may fill out the list of items ordered last.
  • This approach differs from Fastpathing in that the user still sees the pre-filled form and has the opportunity to change the data.
  • the site provides an interactive assistant to deliver 'personalized help and assistance'. Its pu ⁇ ose is to help the user with difficult actions and site functionality. Based on observing and recording how often (if ever) the user has used a give function within the site, tips, suggestions, and other forms of assistance can be fine tuned to the user's level of experience.
  • Most of the personalization techniques described above are interactive personalization techniques. Content and information is personalized for the user in real time - while the user interacts with the application or site. Some forms of personalization can also be used in a non- interactive, or "push" mode
  • Push (or “server-push”) is where the delivery of information to a user on the Web is triggered and initiated by the information server rather than by the user.
  • a user subscribes to receive information on a scheduled basis.
  • the information that is pushed is either determined through user selection - the user selects the subjects and type of information that they wish to receive, or the site determines what information the user may be interested in receiving based on their profile information. For example, at an investment web site, users are allowed to subscribe to investment information feeds. The user decided to receive a daily feed of the stock quotes for the commodities they hold. The site pushes this information and additionally pushes news articles and stock recommendations based on the user's portfolio holdings.
  • Event Reminders The user subscribes to receive event reminders from the web site.
  • An event reminder might remind the user of specific dates of interest such as a birthday or anniversary, a bill reminder or that an action is required in the near future.
  • a site may also push updates to a user.
  • Microsoft's Expedia allows users to request fare updates. A user can choose a specific destination of interest. If the fare to this location changes, the user is notified of the fare update.
  • Personalization is actually a catchall for several underlying technology capabilities needed to create a personalized interaction between an organization and a user. By breaking the underlying technology and logic into simpler components, one can build an understanding of the processes and technology needed to deliver personalized applications.
  • Personalization is the continuous process of collecting, analyzing, and using end-user information in order to improve the productivity and value of their interaction with the organization. Implicit in this definition is the need to do a number of basic things. Simply put, there needs to be some method for identifying the user, collecting (or detecting) and storing user information, analyzing it, assessing what content or functionality is appropriate, and present it to the user.
  • Figure 19 illustrates a simple personalization process 1900. Most personalization techniques utilize this process in some fashion or another. The complexity and the details of the process may vary based on the technique. The following is a description of the different personalization process components.
  • Identification 1902 The first step is to identify the user. This enables the rest of the personalization process components. One must know whom one is talking to, in order to personalize "personalize” the experience.
  • the next step is to collect information about the user. This may be done with implicit or explicit techniques at the direction of the user, or controlled by the system. The goal is to capture information that will assist in determining and delivering a valuable interaction.
  • Personalization Optimization 1910 - Personalization is a complex and evolutionary process. The ability to gather metrics and measurements on the personalization process in order to perform mle or data translations, model tuning and reporting is essential to maximizing the concept's potential.
  • Each ente ⁇ rise must assess their personalization opportunities from their own perspective and develop their own personalization strategy.
  • the personalization strategy must be integrated with the ente ⁇ rise's existing customer relationship, technology and eCommerce strategies.
  • the opportunities where personalization typically delivers the most value in within the Interact domain This area consists of opportunities where the organization is interacting with the user or the user is attempting to engage in a dialog.
  • the publishing slice and Knowledge Management aspects of the Interact slice are the areas which are typically the secondary areas of personalization opportunity with the transact slice being last.
  • the value of the personalized interaction will be dependent on many factors such as the type of products and services (can they be personalized?) or the type of relationship with the customer or consumer and the ability to capture user information.
  • a formal personalization strategy should be established that included the near term goals and future vision. Many companies jump right in without any guidance or realization on how they are growing or enhancing the ente ⁇ rise. The strategy should begin with the big picture. Perform an examination of the critical forces affecting the ente ⁇ rise and how these forces affect the business process. What are the drivers? Society, marketing, technology, business/industry? With the personalization market emerging, there are still with many unproven business cases and unproven technology. Firms should not engage in personalization simple because they can, nor should they fall prey to the unproven expectations generated by vendors or marketing hype. Firms considering personalization must frame personalization in the context of tme ente ⁇ rise goals (increasing customer retention or increase customer extension), then determine how personalization will help accomplish these goals.
  • the personalization strategy should evaluate the complexity of the personalization, the cost and time to implement and the potential business impact. In many cases, a true one-to-one personalized site may not make sense. Creating millions of varieties of a product will only complicate the interaction to the point that the user is overwhelmed. In some cases engaging in simple personalized dialogues may be the best near and midterm solutions.
  • the type of dialog that the site engages with the user may vary based on the user. In some cases no personalization or customization should be performed. As more information is captured on the user, the correct type of dialog should be assessed. Determining the correct touch points and level of complexity of the personalization techniques is an important part of the ente ⁇ rise's personalization strategy.
  • Cost The cost of implementing sophisticated personalization is very high. The annual cost of maintaining a highly personalized Web site will likely be even greater than the implementation cost. 2. Software Immaturity - Several of the Web measurement and analytic techniques used to segment users based on behavior and preferences come straight from academia and have not been adequately tested in the real world yet.
  • Vendor Immaturity Many of the vendors offering the most sophisticated personalization software are small start-ups founded by academics. These companies are still developing their strategies and growth plans, and are liable to change course over the next few years.
  • Content Management - Content must be created and stored in such a way that it can be flexibly combined and frequently modified.
  • the architecture components and processes will differ depending on the type of personalization technique implemented. For each technique, there are important considerations and differences that should be understood. Each technique will vary in approach, information required, and delivery. The following items should be considered: 1. Triggering the Personalization Process - What triggers the personalization process? Does the user control the process or does the site? Is the process triggered when the user requests a page or DCA within a page or is it triggered by a background process based on implicit information capture?
  • Matching Logic What drives the matching logic? How is the mle defined? Can the user configure the rale? Does the mle optimize and learn by itself? What happens if the information needed does not exist, does the site attempt to capture it?
  • the mle set may be well defined and the user is not even aware that it exists. There is also no way for the user to alter or customize the content.
  • An example of the personal acknowledgment would be a simple greeting that says "Hello ⁇ User>, Good Afternoon". The mle is based on time of day, as determined by the system time. Once the user enters the site, the mle is executed. Based on the result to the system would greet the user with a 'Good Morning, Good Afternoon, or Good Evening'. In this case, the rale is set and does not get altered.
  • Content Filtering works very similar to personal acknowledgment, but it allows the user to alter the content they wish to see.
  • the rule set is not as clearly defined as personal acknowledgment, rather a shell of the mles is in place and the user has the ability to customize the attributes to the rales.
  • Content Filtering allows the user to define what it is they wish to see on their page. On a site, the user is able to select what information is important for them to view. Users can select whether or not they want to see information about sports, weather, U.S. news, World News, states, and many more. Whichever options the user selects, are the types of stories that will be displayed on their personalized page. The user should also be given the option to change their options at any time. In this case, the rale shell is defined, however the attributes are changeable by the user at any time.
  • Custom Interface takes the concepts of Content Filtering one step farther.
  • the user not only has the option of setting the content attributes, but they are also able to set the page attributes as well.
  • By giving the user the ability to set the page attributes they set up the layout of their page so the items are what they want to see, and where they want to see them.
  • the same form of the rale shell is used, but the user also gets many other options that allow them to set up the page as they desire.
  • the first task of the personalization engine is to identify the user. Unlike the everyday person to person interactions where a person relies on recognizing the another's face, voice or other attributes to identify the other person, identifying a user on-line can be a difficult process.
  • the simple task of identifying users does not prove to be a simple task at all.
  • a system may personalize an interaction based on the information captured during a single session or information gathered over the entire duration of the relationship. Regardless, the information that is captured needs to be associated with the user. In order to track a user, an identification or tracking mechanism needs to be created.
  • a variety of techniques can be used to identify the user. The technique may depend on the site's security requirement and privacy concerns. Today, the most common approaches are to either create a cookie on the client machine or to have an identification system on the server, such as a user login. In the future, digital certificates will be more prevalent, and should become the dominant identification method.
  • a Cookie is a small text file placed on the client machine's hard drive by a Web server. It is essentially a user's identification card, and cannot execute code or deliver virases. It is unique to the user and can only be used by the server that issued it. Although this is a common method for identifying a user, there are many risks associated with it.
  • Cookie may expire or be deleted by the user.
  • Identifying what user is on the machine may be very complex. This may result in multiple cookies or a complex cookie that can identify multiple users. Regardless, the cookie may not be able to determine what user is currently on the system.
  • a user may use multiple machines. In this case, the new/other machine may not have the user's cookie and will not be able to identify the user. • The user has the ability to disable the use of cookies within their browser. There is an option that the user can set that will tell their browser to reject all cookies. If the user does this, then he or she will be unidentifiable .
  • This technique requires the user to log-in or sign on to the site. This requires the creation of a user ID and password to utilize the system and the resources needed to validate and store the ID and password. With this technique, the user must remember their log-in name and password. Additional services to lookup log-in names or request new passwords should also be provided.
  • Modem cryptographic technology offers certificates or digital IDs that will serve as electronic forms of identification. Digital certificates are still evolving and the key players and details on how the pieces tie together are still falling into place.
  • Firefly Passport One example of an effective use of a certificate is Firefly Passport.
  • the certificate is tied to a list of user profile information. (Microsoft purchased Firefly for this technology. The name is apt to change over time.)
  • the Firefly Passport gives users an application with which to control their personal information and payment details. The information can be dispensed selectively to third parties to use.
  • the cookie may be used for the initial identification or the default ID for the Log-in process, while the server side log-in process would then be used to verify the identity of the user. It is important to make this process seamless and unobtmsive.
  • the identification process should fade in the background. It should be present yet invisible and unobtrusive.
  • ID's from a site or ente ⁇ rise perspective. If a user forgets their login, they may simply create a new one. This may result in multiple logins for the user, and any information related to the previous login is not associated to the user's new one. To prevent this, a facility to look up existing login names or request a new password should be provided.
  • the personalization process is data intensive and is driven by the information collected about the system's users. The more information the site collects and retains about a user, the more likely it can add value and interact on a personalized level. With out this cmcial data, there is no basis to shape the interaction or drive the personalization techniques.
  • the information collected about a user is considered the user's profile. Logically, this is everything the ente ⁇ rise (site) knows about the user. Attributes from the user's profile will be the input to the personalization process and the driving data for the different personalization techniques. A profiling strategy should be developed by the ente ⁇ rise that addresses what information to capture, the sources of this information, the methods to capture it, and how this information will be stored. If the customer is to be treated the same at all points of interaction, a common profile should be developed that is shared by all departments and applications.
  • the profile will be based on the ente ⁇ rise's personalization strategy, the personalization techniques to be implemented, the data required to implement them and a mix of any user information deemed usable that can be captured.
  • the site needs to capture the information required to perform the analysis aspect of the personalization process for each of the personalization technique to be implemented. This information might include:
  • User's specified configuration information such as the attribute's of the user's personal home page.
  • Each personalization technique may require a different set of attributes from the user's profile.
  • the information needed to deliver a 'Site Controlled Contextual Inferences' will be very different than the information needed for 'pre-filled forms.
  • Site Controlled Contextual Inferences Content Filtering requires the creation of mles and the necessary user information that satisfy the mles or 'Contextual Inferences'.
  • the information required to satisfy a mle is referred to as Personalization Matching Factors (PMFs) and will be discussed in more detail in the Matching Logic component.
  • PMFs Personalization Matching Factors
  • the information that is used to Pre-Fill forms may be a different set of user profile attributes. For example, this might be name, address, shipping information and payment information.
  • Another personalization technique may use the same set of user information or may require another subset of user data.
  • this data may come from many sources within the ente ⁇ rise. Information may be gathered directly from the user's interaction with the personalized site through implicit or explicit information gathering techniques. Information may be used from other data sources such as existing application's transactional data, the ente ⁇ rises' data warehouse, or from other internal or external data sources. The situation should be analyzed to determine if the 'profile data' should be replicated and stored in additional profile tables or if it should remain within the existing data source. Some personalization techniques will require additional tables to store the user's profile attributes needed to deliver the personalization technique. This will be discussed in more detail within the Matching section of the paper.
  • P3P The Internet Privacy Working Group (IPWG) began to develop the Platform for Privacy Preferences (P3P).
  • P3P extends the Platform for Internet Content Selection (PICS) standard with notice and consent capabilities to enable automatic negotiation of preferences, policies, and information exchange. If P3P settings are accurate, Web surfers should be able to surf at will and only see P3P notices when they stray out of bounds of what is already approved in the profile.
  • PICS Platform for Internet Content Selection
  • OPS Open Profiling Standard
  • Personal Profile contains their personal information, including their names, e-mail address, mailing address, and any other information they wish to provide. This profile will be stored on their personal computer (or securely stored in a co ⁇ orate-wide or global directory). The first time that an individual visits a Web site that supports OPS, the Web site will request information from the Personal Profile. To protect their privacy, users can decide whether they want all or part of the information to be given to publishers, and which ones can see it. In addition, if the Web site collects additional information about the individual's preferences, it can (with the individual's permission) store that information in the Personal Profile for future use.
  • OPS gives individuals both more flexibility and more control over personal information than cookies can.
  • P3P and OPS have common goals and have unified their projects.
  • the governing term is now P3P.
  • the next step is capturing the information.
  • the information comes from existing data sources. In these cases the data may require refinement or replication. The remaining information can be captured directly from the user's interaction with the site.
  • the user will control the personalization process or technique.
  • the user is aware of the personalization technique and chooses to use the interface that will deliver it.
  • a configured interface such as My Yahoo! requires the user to select the layout and topics they wish to display on the personalized page.
  • the configuration (or setup) interface captures the needed information and adds this to the user's logical profile.
  • the site collects information about the interaction.
  • the interactive information capture techniques can be categorized as explicit or implicit.
  • Explicit information capture usually provides an interface to collect profile information. The site explicitly asks the user to provide the information. Examples of explicit information capture techniques are:
  • Registration Forms A form that the user fills out to register to the site. This may include interests, demographics or any other profile attributes that site has defined and the user may be willing to provide.
  • the site may prompt the user to answer questions.
  • the questions may be based on the answer to the previous question.
  • the registration form or a rating interface may also be an example of a questionnaire.
  • the site might ask a user a question if there is a Personalization Knowledge Gap.
  • a Personalization Knowledge Gap is the difference between the data required to deliver a specific personalized interaction and the amount of information the site has collected on the user.
  • Another example might be a need assessment questionnaire. For example Progressive
  • Insurance's site provides a list of questions used to analyze the user's insurance needs.
  • the site may provide an interface that allows the user to rate content or products.
  • a rating interface is often used with collaborative filtering.
  • • Filter or Query Interface An interface that allows the user to directly manipulate or filter the content that is displayed.
  • • Configuration Interface An interface that allows the user to configure the site or select the content to be displayed.
  • Implicit Techniques gather information about the interaction without directly asking the user.
  • the site is recording the interaction in search of useful information.
  • the user may be unaware that the site is capturing information.
  • the most common implicit technique is clickstream analysis.
  • the site records the user's actions, what they clicked on or where they navigated to, the content displayed, time spent or the duration a graphic was displayed. The information gathered is then analyzed for patterns and trends.
  • the goal of a personalized site is to increase the value of the interaction of the user with the organization. Unfortunately, the site has the potential to do the opposite. The personalization aspects of the site could actually offend or deter customers. The approach the site uses for information capture will play a large part in the personalized site's success. The following are some items to be aware of when capturing user profile information:
  • Information may also change over time.
  • the user's interests or their marital status may change over time. It may be necessary to occasionally verify information. If derived information is stored, these may also become inaccurate over time. For example, driver status may change over time due to the occurrence of moving violations or a change in marital status. The same risks apply to information captured implicitly.
  • the ente ⁇ rise does not utilize a method of tracking the content or the attributes of the content. Instead, the ente ⁇ rise has a pool of content that may span multiple directories, departments and web servers. When content is created it is added to this pool of content by simply adding it to the Web server's directory and adding the necessary link required to display it. The content within this pool may be duplicated, outdated or unused. In short, the ente ⁇ rise has no idea of the extent of the content or information about the attributes of the content.
  • Unmanaged content may be an obstacle for personalization.
  • the system In order to deliver personalized content or filtered content the system must know what content exists and the attributes of this content.
  • a content catalog 2100 or content management system should be used to manage the ente ⁇ rise's content. A simple definition of a content catalog is given below.
  • content may be Web pages (HTML pages) 2102, graphics (images) 2104, audio, video, or even information 2106 and messages. How this content is stored may also take many forms; it may be stored in table, files or directories.
  • the content catalog needs to be aware of what content exists and where it is stored. This can be achieved by retaining attributes of the content and providing indexing to the content.
  • Content attributes might be physical properties such as what type of content it is (HTML page, graphic, audio file, video file or textual message) or the size of the content.
  • the difficulty is attempting to store the heuristic or analytical attributes and making these attributes available for personalization techniques.
  • the indexing strategy should include full text and attribute indexing which provides efficient access for the ente ⁇ rise's users and potentially any integrated members of the ente ⁇ rise's value chain.
  • This personalization component needs to provide the intelligence to match the user's profile attributes with the correct content and deliver this content to the user. Bridging the profile information to the content is tmly the heart of the personalization architecture. A variety of different approaches can be implemented to accomplish this task. The complexity of this matching logic is directly proportional to how flexible, robust and dynamic the personalization aspects of the site are.
  • the Match concept is the process of analyzing the information that is known about the user and determining the correct content to display to them. Once the user profile attributes have been identified , they must be applied against the mles or matching logic defined within the site in order to determine the appropriate content to display. Three inputs are required in order to complete the Match process:
  • Content Available The content on the system includes any information displayed to the user.
  • content includes; Images, Text, Personalized Statements, Applets, and Digital Information.
  • a simple example of this matching logic is a defined query.
  • the site may provide the logic for a user to view their account information.
  • the profile information is their user ID or account number
  • SQL queries are an effective method of accessing this data.
  • the 'defined rale' takes the form of a SQL statement.
  • most of the content is not stored in relational databases or is not directly related to something as simple as a user's account ID. Instead the content is web pages or massive amounts of news feeds and textual information. These situations require a different and possibly more complex approach and infrastracture to perform the matching logic.
  • the rales are usually composed of Personalization Matching Factors (PMFs). Personalization Matching Factor (PMFs)
  • a Personalization Matching Factor is the building block for a rale. It is the information required to perform the matching aspect of the personalization process. This is the demographic/psychographic/sociographic or any other information that will be needed to drive the personalization process.
  • a PMF might be as simple as the user's gender or a complex attribute such as driver type that is derived from a group of data. Included in the definition of the PMF should be the definition necessary to create it.
  • PMFs will require involvement of the Marketing department and other business entities that understand the customer strategy and the ente ⁇ rise's customers. It is important to understand the customer needs, what the customer expects, and what makes a difference to them when determining and creating PMFs.
  • PMFs should be restricted to information that can be realistically captured by the site as well as information that is reliable and accurate.
  • a PMF can be any piece of derived or any conceived information.
  • a PMF could be the user's gender, age, marital status, number of children, the number of years they have been a customer, their profession, driving record, interests such as sports, travel or other leisure activities, favorite color, a personality trait such as if they are detail oriented or pessimistic in nature, or any otherdemographic/psychographic/sociographic piece of information. How would this information be captured? What are the attributes that would be used to derive this? What is the accuracy of this information? Why is this PMF used to personalize? These are the types of questions that need to be asked when determining possible PMFs.
  • a PMF needs to have a clear definition and a finite list of possibilities.
  • a site may create a PMF called 'Age Classification'.
  • the site would need to define what it means by the PMF 'Age Classification'.
  • age classification is simple a logical group of users based on their age. The values would be:
  • a PMF may also be a combination of low level data. If a PMF of 'Insurance Risk' were created, the required data would be far more than age. It would need to include age, driving history, vehicle, region and potentially other data.
  • the PMFs are the building blocks for rales and matching logic. Unlike SQL extensions, there is no industry standard method for accessing 'Web' content and creating rales. Some approaches are detailed below.
  • the user variable is a specific user's profile attribute or value for the rale's PMF. In this case it is the user's age which may be derived from the user's birth date and the current date.
  • the next element in the stmcture is a comparison operator.
  • the final element is the PMF or the group or data the mle is based on. Based on the user's age and the granularity of the PMF the mle may have numerous results. Each result may point to a different set of defined content.
  • the entire age mle may be something like this:
  • a rale will be made more complex with the addition of a logical operator that allows a rale to have multiple PMFs. For example a rale may simply be 'AND' -multiple PMFs together. In this example, the rale would look like this:
  • This rale would now be the age-gender rale. It evaluates the user's age classification and gender. If the users age classification is 'Young Adult' and male, then statement evaluates to be true and action is taken or the specified content is delivered. At first glance, this may appear to be hard coded. If directly placed in a script this would be a true statement. Instead, the infrastructure should be created that can define rules, evaluate rales, assign a mle to a dynamic content area or page, and assign content to specific rale results. Instead of hard coding this with in the application or script, the rale component or dynamic content area (DCA) is placed in the script. When the DCA is encountered, the architecture handles evaluating the rale and matching the defined profile attributes to the mle in order to deliver the appropriate content.
  • DCA dynamic content area
  • Forward Chaining Rules still uses the fundamentals of simple rales, but facilitates building upon whatever user information may be available at the time. In this case, if only a small amount of information about the user is available, then the rales are determined based only upon that data. Once more information is gathered, the rales allow for more complex conditions to be evaluated against. The rales are set similar to this:
  • a neural network is a system of programs and data stmctures approximating the operation of the human brain.
  • a neural network is initially “trained” or fed large amounts of data and mles about data relationships (for example, A grandfather is older than a person's father is).
  • a program can then instmct the network how to behave in response to an external stimulus, or it can initiate activity on its own based on the user's actions.
  • Inductive reasoning/Collaborative Filtering - Firefly defines collaborative filtering as a technology that emulate the social processes of people making recommendations based on an understanding of one another's preferences. Individual agents track and choose items based on individuals' tastes and preferences.
  • Firefly tools correlate individual users' preferences for specific items based on either explicit or implicit ratings of comparable items in other situations. These ratings may be stored entirely within a single Web site or compiled on the fly from information assembled from individual clients and shared servers.
  • Collaborative Filtering assesses a single set of user preferences to identify an individual community of interest. Collaborative Filtering correlates the tastes on an individual user with the preferences of comparable users to develop a list of personalized recommendations. It is some times referred to as People-to-people matching, and is aimed at automating word-of-mouth kind of information.
  • Canned Queries A system of canned queries allows the user to choose only certain actions that have been pre-determined for the user. The queries only give the user the options listed, and do not change over time.
  • the examples above are mainly site controlled.
  • the site either has a pre-defined mle or matching logic that will execute.
  • the site is responsible for determining what has been learned from the interaction, what is enabled based on the knowledge gained, what additional information will provide additional insight.
  • the users should be allowed to define the mles and matching logic or the content they wish to view. Provide the user the stmcture to create a mle or define a query.
  • the mles for matching logic should be defined as stand alone entities so that they may be reused in multiple situations. Each situation may associate the same rale to a different interaction and a different set of content.
  • the matching logic should be associated with a template or interaction and content should be associated with a mle result or condition of the matching logic.
  • a DCA Dynamic Content Area
  • a DCA is embedded with a template and points to a specific mle, and a rule results set will be associated with specific content. For example a page may be explaining a particular service to a current user. The site may wish to display on the page a graphic that the user can relate to along with a list of benefits that are personalized to the user and finally list discounts that the user might be qualified for.
  • a separate DCA would be used for each set of data.
  • Figure 22 illustrates an exemplary template 2200 with three DCAs embedded within the template.
  • DCA1 2202 might be a place holder for the graphic.
  • the rale associated with DCA 1 might be bases on a set of PMFs such as Age and Gender. Depending on how the mle is evaluated, a different graphic might be displayed. (In this case a graphic is the content.)
  • DCA2 2204 might represent a place holder for a list of benefits the user may receive from the service. This rale may be associated with different PMFs. For example, the PMFs for this rule might be marital status, number and ages of children and income level. Different benefits would be displayed based on how this rule is evaluated. In this case a textual statement about benefits is considered the content.
  • DCA3 2206 might represent a place holder for discounts. This area may reuse the rule created for DCA 2 but the content is different. In this case, the content is a list of discount based on the mle evaluation.
  • the normal delivery method of the content is through the use of HTTP. This method will be used to deliver the majority of the content. There are other methods of delivery that may be considered depending upon the content to be delivered. Other delivery methods includes e-mail, FTP, Push or Channels and streaming video. Since timing of the delivery is very important, consideration must be given to developing a method of delivery that provides the most impact to the user and does so in a timely manner. Administration 1720
  • Metrics Return On Investment/Information how can one determine if the personalization process is helping the ente ⁇ rise? Metrics should be defined to measure the ROI. This might include reporting facilities to capture the information needed to provide these metrics. Administration Facilities.
  • Metrics should be defined to measure the ROI. This might include reporting facilities to capture the information needed to provide these metrics. Administration Facilities.
  • When designing a personalization site maintenance of the mles and content should be considered. The people most likely driving this information will not be technology oriented, and may require simple interfaces for altering rales for personalized content. An IS staff member should not be needed to change mles. The same holds tme for content. As content is added, this information will need to be indexed and integrated with the search technology implemented at the site.
  • the ShARE Model The ShARE (Selection 1730, Acquisition 1732, Retention 1736, and Extension 1734) customer relationship model 2300 is detailed in Figure 23. See also Figure 17. This model addresses the changes in the shift to interactive marketing. Due to the emergence of interactive mediums, today's systems now have the ability to address all areas of the ShARE model.
  • the selection portion of the ShARE model deals with determining who within the general population will be a company's most profitable customers. Selection deals with determining who makes up a product's target audience, and allows a company to focus their attention more accurately. This is the area where demographic information, such as age, geography, and income are applied to produce a more finite list of likely customers. The selection process allows businesses to make strategic decisions such as NOT to market a snow shovel in Ecuador.
  • advertising is often utilized on applications deployed on the Internet.
  • the use of frames or banners creates the possibility to dedicate a section of the display to advertising.
  • the advertising model (services) can vary from simple static advertisements to a robust advertising integrated with the personalized system.
  • the implementation methods may range from an advertisement Applet to advertising services integrated with the personalization system. Detailed below are possible services included in a complex advertising implementation. • Storage. Storage of the advertising content should be performed in the same fashion as the product and electronic merchandising content. The content should be so it integrates well with the personalization services and user profiles.
  • the personalization services are separated and can be utilized by multiple applications.
  • profile information will be gathered and the advertising content filtered based on the profiles.
  • a separate process will handle the merging and delivery of the content as well as changing the advertisements as the user navigates through the site.
  • the advertising content may include rich content such as graphics and video.
  • Usage Metering and Reconciliation There are different methods for billing for advertising space. The most common billing methods are usage which may include: the number of times displayed, the length the add is displayed or the number of users to which the ad is displayed. Services are needed to record the usage information in order to reconcile with the advertisement providers. Since many sites are funded by ad revenue, the accuracy of these services is cracial.
  • Recommendation functions may take up multiple formats.
  • the most common format are simple services to allow the site's users to provide direct feedback, positive or negative, and recommendations about the content or products on the site.
  • the site may create a community where users can interact with each other, furthering the site's worth.
  • a sict could allow for users to submit book reviews. The information is then available for consumption by the general public. While the technology to implement this is rather simple, the process may prove to be a little more complex. The process includes receiving input, reviewing recommendations, filtering and approving content, and then posting the review or recommendations. The lack of a filtration or review process could be devastating to a site.
  • a more complex recommendation service makes suggestions to its user base. These services can range from simple to complex.
  • a more complex recommendation service may utilize collaborative filtering.
  • Collaborative filtering is the technique of using content or product ratings from the site's user base to predict the interest other potential users will have in the content or products.
  • Correlation algorithms use the profile information, history, and/or input preferences to constmct a correlation group of users whose ratings are effective predictors for the new user. Prediction algorithms then use the ratings and profile information of the users to make predictions of the content they most likely will find interesting. (Note: The collaborative filtering technique could be implemented within the personalization system.)
  • Additional relationship building techniques are site announcements and reminders.
  • the underlying services are again personalized.
  • the site has created content which may range from new product announcements based on the customer's last visit or reminders of an upcoming event important to the specific customer. For example, an event reminder could point out an upcoming wedding, personal anniversary or holiday.
  • the user once reminded, may then utilize the site to act on the event.
  • additional services may be needed to provide calendar and scheduling functionality. These services may also be inco ⁇ orated with the off-site subscription services to provide reminders to users not logged into the site.
  • Creating an environment that promotes customers to return to the site is critical for the longevity of the site.
  • Many of the seller-centric implementations will utilize membership services and other incentive programs to try and promote customers to return. For example, site members would receive discounts and additional privileges, thus building a better relationship with the site. Incentives like frequent shopper points or access to member only information are other common methods.
  • the loyalty programs may require additional logic for permissions and content filtering. Most of this may be implemented by gathering and using profiles and integration with a complex personalization system.
  • Return Programs are services geared toward enticing the customer to return to the site.
  • This section includes merchandising using email to push information to a user. (Note: Subscriptions to sites and information are covered in the Order Processing - Fulfillment component.) Many of the common services for storage, filtering, formatting and approving content would be utilized. Additional services would be needed to push the content to the desired mailing list. Details and considerations for using push technology is included in application discussing the Netcentric Framework, referenced above. Below are some basic services.
  • Cross Selling and Up Selling are similar to recommendation services.
  • Cross selling uses some knowledge of the consumer to suggest complimentary or similar products in which the consumer may be interested - "Would you like fries with that?"
  • Up selling is an effort to sell more of the same thing, or a better version of what the consumer may currently be considering - "Would you like that Super Sized?”
  • Cross selling and up selling are considered an application or service enabled by complex personalization. Although very important from a marketing perspective, once the underlying services for complex personalization are in place, many of the demand generating applications are now possible.
  • Cross selling or up selling could be implemented by product relationships in a database.
  • Figure 24 illustrates a flowchart for a method 2400 for administrating an e-Commerce system on a network.
  • Operation of entities is monitored in operation 2402.
  • Entities include server processes, disk space, memory availability, CPU utilization, access time to a server, and or a number of connections in an e-Commerce system.
  • items including merchandising content, currency exchange rates, tax rates, and/or pricing in the e-Commerce system are updated at predetermined intervals.
  • external data stored separately from the e-Commerce system is synchronized in operation 2406 with internal data stored on the e-Commerce system.
  • Contact information received from users of the e-Commerce system is also managed in operation 2408. The items are altered based on profiles of the users of the e-Commerce system in operation 2410.
  • One of the items altered based on the profiles of the users may include price, which may be altered to reflect a discount assigned to the user.
  • a search may also be performed for the internal data in the e-Commerce system prior to the synchronization of the external data.
  • load balancing services may also be performed that initiate and stop processes as utilization levels vary in the e-Commerce system.
  • managing of the contact information may further include tracking responses to the users of the e-Commerce system.
  • Figure 25 illustrates high-level concepts of maintenance and administration of the framework.
  • the health of a system can be easily maintained by putting in place monitoring facilities and procedures for capturing the system's electronic vital signs. Far too often the users of a system are the first to know of system problems while the administrators are the last to know. This can be prevented by creating automated monitoring facilities for server processes, disk space, memory, CPU utilization, access time, number of connections, and other electronic vital signs. The complexity of these facilities is open for debate. In addition to online monitoring facilities, robust logging, audit trails, and archiving capabilities should be included. These will aid in analysis and forecasting of system needs.
  • system administration is a vague term used to categorize the actions needed to support a system. This may include starting, stopping, or restarting servers or processes, scheduling backups and loads of databases or files, recovery procedures or anything else needed to maintain the system.
  • Traditional system administration also includes updates to system software, packages, and operating systems. Listed below are additional system administration considerations an eCommerce system may encounter.
  • the merchandising aspect may introduce additional administration and maintenance.
  • Procedures should be put in place to handle sold out merchandise and back order items. Updating merchandising content, currency, tax, and pricing may need to be performed on a regular basis.
  • the merchandise administration facility should be able to handle pricing and discount items and have the ability to allow automatic updating and manual override capabilities for authorized administrators.
  • this information will need to be indexed and integrated with the search technology implemented at the site.
  • Other items such as customer service chat discussions or review would also need to be purged on a regular basis.
  • Maintenance and Administration of the system is often wrongfully overlooked. It is a key component in improving customer satisfaction and building customer relationships. Having robust maintenance and administration facilities should increase the system's overall stability by reducing the time and cost to identify and fix issues, automating processes, and enabling system administers.
  • the ability to deliver new products and information may be critical to stay ahead or match the competition.
  • the speed at which the information can be updated and migrated to production is critical. Be sure to understand the relationship between the content changes and the correct procedures to migrate the changes to the production system.
  • the ability to maintain and grow the site may prove to be key factors in the site's success.
  • Figure 26 illustrates the Order Processing portion 1010 of the eCommerce Application Framework 1000. Subsections include Merchandise Selection 2600, Check Out 2602, Payment 2604, and Fulfillment 2606.
  • Figure 27 illustrates a flowchart for a method 2700 for completing a transaction over a network.
  • Information is displayed information about a product for sale in operation 2702.
  • a price of the product for sale is dynamically generated in operation 2706 based on the actual price of the product and discounts, taxes, fulfillment costs and/or delivery costs. Save and recall of the product and price of the order are also allowed in operation 2708.
  • a method of payment is determined in operation 2710. When payment is received, the order is fulfilled (see operations 2712 and 2714).
  • a medium for receiving the payment may be via credit based payment, debit based payment, and/or electronic cash. Additionally, verification of export restrictions with respect to a selected product may also be allowed.
  • the ability to review, update, and cancel the order at any time may be allowed.
  • electronic rights may also be managed.
  • order tracking information about a status of the order may also be provided.
  • Allowing customers the ability to not just browse and interact but complete the purchased is cmcial for a successful eCommerce solution.
  • This section includes many of the capabilities needed to negotiate and perform the entire transaction.
  • the transaction begins when the user takes action to purchase the item(s). From a seller-centric view, the transaction is initiated once the 'purchase' button is selected.
  • the 'buy transaction' may include sub-transactions such as totaling, payment selection, inventory management and purchase authorization.
  • Open Market's OM-Transact does not provide a catalog interface or any of the infrastructure for interaction with the potential customer. Instead, it will provide an interface for communicating with its transactional infrastmcture.
  • FIG. 28 Illustrated in Figure 28 is an example flow of business capabilities needed for complete order processing on an eCommerce implementation.
  • the process begins with operation 2800 which allows browsing and interacting in order to permit selection of merchandise in operation 2802.
  • the process ends in operation 2804 with settlement.
  • the user is enabled to select items and add them to his online shopping cart.
  • the items selected will be tracked.
  • the user has the ability to add or remove items, review item details, and check out and total the items.
  • the shopping cart should allow the user to exit and reenter the store without losing the items he has selected.
  • Order list and information should be consistent with the merchandising mechanism. If possible, display the merchandise in the same format so it is as appealing as when they order it.
  • the customer should be able to save and recall items, pricing, and other order details for the current and previous orders. Allow for additional sales and impulse buying.
  • the checkout process is ideal for cross selling or any other form of impulse buying.
  • the check out phase begins once the user has decided to purchase or order the items gathered.
  • a variety of capabilities may be required or may affect this process. Listed below are some of the services to consider during the check out processing.
  • the first step in the transaction is determining the price.
  • the price in most cases will be dynamically generated based on the actual price of the items, taxes, fulfillment or delivery costs, and any other item affecting the price.
  • product prices, shipping and handling charges and other charges should be maintained separately. This functionality should include the ability to handle tax-exempt customers and transactions. Sales tax and value added tax logging and auditing capabilities should also be included.
  • pricing is calculated dynamically. Discounts may be applied for many reasons either to specific items or to the entire order. Additional discounts may be given for using a preferred payment mechanism. Other implementations may provide discounts at the end of month based on total sales. Taxes and Tariffs
  • Tax calculation functions with an integrated sales tax or value-added tax (VAT) engine able to perform real-time calculations based on customer-specified product codes, order point of origin, shipper's address or recipient's address should be considered.
  • VAT sales tax or value-added tax
  • Shipping charges may be applicable for items not fulfilled directly by the site. In some cases, the customer's shipping location may be used to determine their taxes and shipping charges. There are a variety of mechanisms for determining shipping charges. They include:
  • Price Threshold - Shipping charges will vary according to set price tiers.
  • Weight - Shipping charges may be determined based on gross shipping weight.
  • Quantity - Charges may vary dependent on the quantity of items ordered.
  • Items may be free up to a given number or shipping may be free after a given quantity.
  • Order Information Other basic order information may be gathered during the check out processing. The most common method is an order form. The form should be easily customizable and may contain a variety of information.
  • Order Form Standard online form with the usual questions: Name, Address, shipping location, credit card number, email address, etc. The user usually has the ability to submit or decline the order at this point. Submitted orders should be encrypted automatically by the commerce server.
  • trading partners may set up Automatic Ordering based on usage or schedule. If inventory is used on a regular basis, the re-ordering process may be automated.
  • Order Validation Inventory checks and verification of export restrictions can be done before the order is placed. Depending on when and how the information is gathered this may be done anywhere along the process flow or as a background event concurrent with the other processes.
  • I l l • Determine Payment Mechanism Interaction with the user may be required for determining the payment mechanism. Research is currently underway to determine if this may also be automated.
  • Anonymity If there is a need to allow the users to remain anonymous, an anonymous medium may need to be implemented. Implementations such as a silent bidding site may require strict standards and mediums for anonymity. In general, anonymity is not a concern for most implementations.
  • Transaction Cost Depending on the payment method, there are numerous potential associated costs. Most mediums have either transaction costs or may involve a broker requiring additional fees. Understanding the costs associated is important when planning an efficient payment system.
  • Audit Trail Some implementations may record each transaction with a unique identifier used to track funds if necessary.
  • B-C Consumer Type.
  • the types of flow and payment medium will vary greatly depending on the consumer or purchaser.
  • B-C implementations require payment (or at least authorization) once the order is placed.
  • the established infrastmcture may handle payments using traditional invoicing or an Internet-enabled form of EDI or EFT (Electronic Funds Transfer).
  • Payment utilizing this method will directly debit and credit accounts. These may take the form of debit cards, electronic checks or messages utilizing EDI or EFT.
  • Electronic cash is the electronic equivalent of real paper cash. It is usually implemented using public-key cryptography, digital signatures and blind signatures. Electronic cash is "digital" money on the computer's hard disk. Theoretically, the money could be spent in very small increments, such as tenths of a cent (U.S.) or less.
  • a bank responsible for issuing currency, consumers that obtain cash from either banks or brokers and merchants who will accept the digital cash for goods and services.
  • the bank, merchant and consumer each own a public and private key which is used to encrypt and digitally sign the electronic cash.
  • a smartcard is a programmable storage device the same in size and appearance as a normal credit card. It contains a microchip to store and process information. Some of these cards can contain stored value in the form of digital coins.
  • a lost card means lost value, just like cash. The person holding the card can spend the value stored on it at any merchant accepting smartcards. This technology is particularly useful for online shopping, and is far less vulnerable than systems storing value on a hard disk. Transaction costs for this form of payment are very low, enabling the user to conduct micro-transactions of one penny or less. Microsoft and several computer manufacturers are pushing for standards to inco ⁇ orate smartcard readers into
  • Digital wallet software facilitates secure, online transactions between the consumer and the merchant, and between the merchant and the bank. For the consumer, there will soon be literally hundreds of software "digital wallets" available. They will likely be free and similar in function, running within a web browser.
  • o JEPI being developed by W3C and CommerceNet in cooperation with many large technology companies, is a standard mechanism for Web clients and servers to find out what payment capabilities they have in common, and negotiate the payment instmment, protocol, and transport between one another. This will be transparent to the user; they will simply be told by the wallet software what payment options are available at this merchant (along with any available discounts for payment type or membership affiliations), and asked to choose.
  • the fulfillment process can be complex and will vary depending on the type of goods being delivered. Integration to existing systems as well as communication of invoices and orders to distributors or trading partners will play an important role.
  • Electronic Distribution Soft goods may take the form of information, software, graphics, music or any other digital content.
  • Many traditional content providers have imported their content to the Internet. Although the revenue generation is less than what they achieve through their traditional channels of distribution, publishers and other entertainment providers have found the Internet offers a richer, more interactive environment to present their content.
  • the Internet provides consumers the ability to search, evaluate, transact and personalize the content. The Internet will continue to be adopted as an effective distribution channel.
  • a very simplistic form of soft goods fulfillment may be achieved by allowing the user access to the site. Functions to handle permissions and access would be required to prevent unauthorized users or actions.
  • a site subscription may be based on different metering technologies.
  • Internet metering technologies can be divided into two categories: observational metering and usage metering.
  • Observation metering measures site activity while usage metering measures the usage of items such as files, bytes or time.
  • Some rights management methods are geared toward identifying legal and illegal uses of a document or digital object. These concepts still require actively searching the Web for signs of abuse. In essence, the methods still allow the content to be extracted and used, basing the majority of the security on tmst. Other approaches place a 'security wrapper' around the content so it can only be accessed by authorized users.
  • Digital Watermark The most common method is to add a digital 'watermarks'.
  • the watermark is embedded in the background of the image without changing the overall appearance of the image.
  • An agent sometimes called a "spider' because of the way it crawls the web, can be used to scan the Internet for the presence of the image or identifier and report unauthorized URL's. The watermark will stay with the image, even if it is downloaded.
  • DOI Digital Object Identifier
  • Digital Finge ⁇ rints A digital finge ⁇ rint is an invisible record of who "touched" an electronic document. Services would be needed to determine who first misused the document (such as by improperly copying or distributing it). Finge ⁇ rinting electronic documents is content-dependent and is easiest for document types with a large number of bits.
  • FIG. 29 illustrates a flowchart for a method 2900 for electronically serving a customer over a network.
  • An ability to search for information on the network is provided via a site in operation 2902.
  • Order tracking information for tracking an order is displayed via the site in operation 2904.
  • Return of a product is allowed via the site with a purchase price refunded to a customer in operation 2906.
  • a training application program is executed in operation 2908 for training a customer in use of the site over the network. Interaction with the customer occurs in real-time via the site by allowing the customer to communicate with a customer service representative over the network in operation 2910.
  • the information capable of being searched may include product information and also a status of the order. Also, the customer may communicate with the customer service representative by way of a chat room.
  • the purchase history information may also be compiled and displayed.
  • information including policy documentation may also be provided.
  • an on-line bulletin board may be provided for allowing input from a plurality of customers.
  • This category includes any component of the solution meeting a user's need normally filled by a human customer service representative. These services fall across the marketing, merchandising, order processing, and other categories.
  • the customer service aspect of eCommerce is as important as selling the actual products. Just as in the world of the paper bill, a lack of customer service, or poor customer service, can destroy any relationship the user has established with the electronic business.
  • the business drivers for customer service are:
  • Search engines have become a popular component of any information-intensive site. The ability to lead a user to the type of information he is looking for will not only make the interaction more efficient but enhance the customer relationships. "Search" is a generic term and may be used for searching for a specific product or may be implemented to search for a specific customer's order or other information.
  • Policy Documents - Documentation stating the policies of the site. In some cases this is required for legal reasons. In general it is important to layout the site's policies and procedures.
  • Email /Comments/Contact Merchant - Providing mechanisms where the user can easily contact the site is a good practice. Valuable input and comments can be gained from the actual users. Some implementations may allow users to rate site content. This functionality can be thought of as a virtual suggestion box.
  • Trouble Help Desk Most help desk functions can be provided through a web site. These services can range from simple documents, such as trouble shouting guides and FAQs, to complex applications.
  • SECURITY 1014 Figure 31 illustrates the Security component 1014 of the eCommerce Application Framework in accordance with one embodiment of the present invention. Its various subcomponents are discussed below.
  • Figure 32 illustrates a flowchart for a method 3200 for ensuring security of an e-Commerce system on a network.
  • a message digest is attached to data prior to a transmission for determining whether the data was modified after being sent by a user.
  • the data is also encrypted in operation 3204 for preventing unauthorized access to the data during the transmission.
  • Authentication information is sent with the data in the transmission for verifying an identity of the user in operation 3206.
  • a client environment is secured by using authorization models to determine which entities can access specific applications, data, and resources on a client in operation 3208.
  • a server environment is secured by implementing a firewall in operation 3210.
  • the message digest may include a log of times when modifications to the data occurred.
  • the authentication information may also include a digital signature.
  • the authentication information may further include a certification.
  • the certification may include a user identifier, a service identifier, a public key which is used to verify the digital signature, a name of an issuer of the certification, a period which the certification is valid, and an email address.
  • Security also allows people to conduct business functions over the Internet which previously could only be done in person or with a more private connection. This allows expansion into new markets and new business capabilities, increases efficiency, and reduces the cost of doing business. For example, in the typical electronic storefront scenario, security is enabling an unknown buyer and seller to exchange goods with a reasonable assurance that the transaction will be honored on both ends. Security can also be a selling point for a company's eCommerce services. By demonstrating an increased level of trust and reduced exposure to fraud, a customer may choose one merchant's services over another's. Furthermore, eCommerce technologies rely on electronic automated security rather than imprecise procedural security. This can result in more reliable processing and fewer errors.
  • Figures 33-42 illustrate these five application types.
  • the Figures are grouped in consecutive pairs in which a sample architecture will be shown in a first Figure and the following Figure will be a security architecture that may or may not be created by modifying the immediately previous sample architecture.
  • the organization of the pairs of Figures is as follows: Figures 33-34, 35-36, 37-38, 39-40, 41-42.
  • SET Secure Electronic Transaction
  • the consumer asks the merchant to send his certificate
  • the merchant can ask the consumer's bank for authentication with the customer's certificate.
  • SSL Secure Socket Layer
  • SHTTP Secure HTTP
  • the first area to secure is data. It has to be ensured information is protected from unauthorized access. This is mostly important when sensitive data, such as credit card numbers or business figures, are transmitted. Data usually passes a long way before reaching its final destination and can easily be read by a third party. Data, therefore, has to be encrypted before transmission. Today several encryption techniques are used which ensure the data is unusable if intercepted.
  • the parties involved in an electronic transaction need to know that the data received or sent is secure. Authentication techniques require the identities of the sender and receiver are known and the information sent arrives unaltered.
  • Authentication can be accomplished with both the use of a message digest and a digital signature. Details on some of these techniques are discussed below.
  • Cryptography is an essential component in securing data. In the most basic sense, cryptography is encrypting and decrypting data using an algorithm(s) or key of some sort.
  • Encrypted data is useless without the key to decrypt it.
  • a message digest is used to make sure no one has altered the message between transmission and reception. It is used to provide data-integrity.
  • a digest is associated with a sent message. The recipient can re-compute the digest and compare the new one with the sent one. If they match, the message has not been tampered during transmission.
  • the algorithm used to compute digest must be the same for the sender and the recipient.
  • a message digest is a short, fixed-length digital code derived in a one-way fashion from a longer variable-length message. As a result, it is impossible to determine the original message on the basis of the digest or to find a different message with the same digest.
  • Digital signatures ensure the message recipient only the sender of the message could have sent it.
  • the sender signs a message by encrypting a digest of the message with their private key. No one but the particular sender could have generated the digest corresponding to the message. This provides authentication of the sender as well as non-repudiation of the origin. Encrypting a message digest also links the signature with the message content. The sender can't claim they did not send the message or the message is not the one they sent.
  • CA Certification Authority
  • a certificate typically contains:
  • the client environment should also be secured. Since systems may be open to public use, and accessible to a large audience, it could be subject to new types of attacks. An environment must have security mechanisms in place to control who can access it as well as controls on the actions these users may perform. This may be achieved using authorization models. Authorization models are used to determine which entities (for example, people or applications) can access specific applications, data, or resources.
  • Java is designed for developing programs to mn on many different kinds of computers connected together in a network.
  • a Java Applet is a special kind of Java program attached to a Web page. Applets are embedded into a Web page's HTML definition and inte ⁇ reted by Java-enabled browser. It is possible to have users download the applet from the Web and mn the program locally.
  • Java restricts the behavior of Applets to a set of safe actions (Safe applets are labeled as trusted applets).
  • the Java security model restricts an Applet as follows:
  • Java 4. spy on the local environment Because of its built-in security model, Java addresses these risks head-on. Unfortunately, there are still holes in Java's security model which allow some risks. For example, applets could be created to perform various harmful acts:
  • ActiveX is a technology developed by the Microsoft Co ⁇ oration for distributing software over the Internet. Like Java Applets, an ActiveX "control" can be embedded in a Web page, where it typically appears as a smart interactive graphic. Unlike Java, which is a platform-independent programming language, ActiveX controls are distributed as executable binaries, and must be separately compiled for each target machine and operating system.
  • the ActiveX security model is considerably different from Java Applets. ActiveX places no restrictions on what a control can do. Instead, each ActiveX control can be digitally "signed" by its author in such a way that the signature cannot be altered or repudiated. The digital signatures can then be certified by a tmsted "certifying authority", such as VeriSign, to create the equivalent of a shrink-wrapped software package. If downloading a signed
  • ActiveX control causes a machine to crash , the responsible party will be identifiable.
  • This security model places the responsibility for the computer system's security on the user. Before the browser downloads an ActiveX control that has not been signed at all, or has been signed but certified by an unknown certifying authority, the browser presents a dialog box warning the user this action may not be safe. The user can abort the transfer, or may continue the transfer and take his chances.
  • Scripting Languages
  • Internet scripting languages are programming languages embedded in HTML pages and are inte ⁇ reted by the user's browser (for example, Netscape Navigator or Microsoft Explorer). Typically, they are dedicated to control the user's interaction with an HTML document, for example when:
  • scripts are pieces of code from a foreign source executed on the user system, they raise security issues. Indeed, a user must be sure a downloaded script will not perform malicious actions against his system. Scripting languages designers have to manage the balance between security achieved through restriction, and language capabilities.
  • Securing the server environment will depend upon the technology and architecture of the implementation. Techniques and security models exist for the different methods of server- side computing. Included below is basic security information for some of the different technologies.
  • a firewall is used to protect a tmsted network from an untrasted network.
  • the two networks in question are an organization's internal network (tmsted) and the Internet (untrasted).
  • a firewall is a system or group of systems that enforces an access control policy between two networks.
  • a firewall is a collection of components or a system placed between two networks and possesses the following properties:
  • CGI Common Gateway Interface
  • CGI scripts are a way of processing information submitted to the web server using a form.
  • a CGI script can be written in any language able to use standard IN and OUT streams (usually Perl or C shell).
  • IN and OUT streams usually Perl or C shell.
  • the client first submits the information content to the server.
  • a CGI script reads the form contents, then uses it to write a new HTML page, which is sent back from the server to the client.
  • Security problems with CGI scripts occur on both the client and the server sides.
  • Submitting a form to a CGI script, which is located on a server implies the sending of the contents of this form over the Network. If the channel used is not safe, form content can easily be read and perverted. Any way of securing the channel, such as SSL, PCT, or S- HTTP, can be used to achieve confidentiality of submitted information. As these protocols must be implemented by both client and server, a user must check the server is able to secure the channel. Current popular browsers are able to warn the user if information is being submitted in an unsafe fashion.
  • CGI scripts should only be granted to the administrator or trustworthy users.
  • the Common Object Request Broker architecture is an open distributed object computing infrastmcture standardized by the Object Management Group.
  • CORBA specifies the interfaces, stmctures and policies used by distributed objects (components) to communicate independently of the language, operating systems, machine, or network.
  • the CORBA 2.0 specification presents a good set of security policies which provide authentication, data integrity, confidentiality and non-repudiation.
  • the standard leaves to the applications the problem of handling the non-repudiation policies without conforming to the ISO specifications.
  • the standard does not thoroughly solve the problem of interoperability between different security domains.
  • DCOM Distributed Component Object Model
  • the Microsoft Component Object Model provides a model based on Object Technology, to manage inter-process communication on a local computer.
  • Microsoft's Distributed Component Object Model is an extension of COM, supporting the distribution of collaborative processes over a network.
  • RMI Remote Method Invocation
  • the Remote Method Invocation allows a programmer to create distributed Java-to-Java applications. This allows remote Java objects to be invoked from other Java virtual machines, even those on different hosts.
  • a Java program can call a remote object only when it has obtained a reference to that remote object. This can be done by:
  • a client can call a remote object on a server, and that server can also act as a client when calling other remote objects.
  • RMI both implies execution of foreign code and communication over a network
  • deploying RMI requires a secured environment and secured communication.
  • the RMI specification does not define any security features for distributed transactions. In order to secure the transfer of information between hosts located in different address spaces, some security features need to be added to the specification.
  • a potential customer 3300 will access a co ⁇ orate web site for some sales information. This is an information source only, no transactions (exchanges of value) can be performed. Internet users will surf to the advertising site, and click on various links within the page to get more information on particular products.
  • the web server can make requests from the application server to serve dynamic pages to the user.
  • the application server can pull information from the database if detailed product information is requested. Site administrators develop content on the development server and test it on the staging server.
  • the retailer's application server 3302 can identify the customer and choose a merchant to display on the front page. In addition it can tailor the merchant's interactive catalog of products to highlight those products which would be of interest to the customer
  • FIG. 34 An exemplary security architecture is illustrated in Figure 34. This architecture is superior to the architecture of Figure 33.
  • Encryption services are not implemented in this architecture because no confidential information is sent between the customer 3400 and the web site.
  • Authentication services are provided at the company's web server 3402 with a server side certificate 3404 signed by a leading CA provider. Customers are not authenticated. Internal users (i.e. administrators) are authenticated with their NT domain logon.
  • Access control is provided by a firewall 3406 at the entry point into the company's internal network.
  • a packet filter router 3408 is located before the web resources to limit traffic to
  • Security administration (adding/deleting users, updating system configurations, etc.) should be performed by a different person than security auditing (review of logs, running OS security scans, etc.)
  • Training programs should be outlined for those individuals fulfilling security roles in the architecture. User training information should also be developed and distributed in an easy to read and implement manner. Special attention should be paid to the legal requirements for any disclaimer or policy statements which must be presented to the customer when accessing the site.
  • a silicon chip designer wishes to have direct network access to several of their customers 3500 in order to share specifications, distribute engineering designs, and collaborate on works in progress.
  • Co ⁇ orate employees from headquarters 3502, local offices 3504, or from a remote location 3506 can access information stored on the web server or the back end database server.
  • Employees also have the ability to access the simulation application which is web enabled.
  • Customers may access design information that is posted on the web server, but cannot access back end systems.
  • the customer may also post information on their own web server or database server to provide detailed specifications or information to the chip manufacturer.
  • Figure 36 depicts another exemplary Security Architecture which is superior to the security architecture of Figure 35.
  • Encryption services are provided in the security architecture of Figure 36 with Virtual Private Networking (VPN).
  • the central co ⁇ orate firewall 3600 has a server VPN module 3602, and all remote customer locations are required to implement a VPN module on their firewall 3604 as well.
  • Remote users 3606 will need client VPN software installed on their PCs.
  • Remote users should also implement a local encrypting application that will encrypt the contents of sensitive directories on their hard drive.
  • the central co ⁇ orate headquarters will maintain a CA (Certificate Authority) to administer the certificates.
  • the CA is integrated with an LDAP server to store directory information.
  • An RA (Registration Authority) is used to process certificate requests.
  • the authentication occurs at the co ⁇ orate web server and is managed by the web server access control software. Stronger authentication is required for remote users because they have increased access in the internal network. Remote users therefore will be issued smart cards on which they will store their private key. Each remote user will need a smart card reader for their PC.
  • Access control is provided by firewalls at entry points into both the co ⁇ orate headquarters network and the customer location.
  • a secondary firewall is located behind the web server at co ⁇ orate headquarters to further restrict access to more sensitive servers on the internal network.
  • An access control software package 3608 is used on the web servers to restrict access to specific web pages, files, and directories.
  • all sensitive servers at co ⁇ orate headquarters databases, ftp, application, firewall, web
  • Integrity is provided with digital finge ⁇ rint technology at the ftp server. As a user downloads a file to their PC, it is stamped with a digital finge ⁇ rint which uniquely identifies the time and the user that downloaded that file.
  • Auditing services are provided in real time with Intmsion Detection Modules (IDM) on all critical services. Offline auditing is provided with operating system security scanning tools to identify vulnerabilities.
  • IDM Intmsion Detection Modules
  • Security administration (adding/deleting users, updating system configurations, etc.) should be performed by a different person than security auditing (review of logs, running OS security scans, etc.)
  • Administration procedures should be developed and implemented that clearly outline the procedures administrators must follow for user administration and system/security administration. Appropriate guidelines should be included with each procedure on the time required to perform it, and that time should be agreed to by the administrator and their manager.
  • Training programs should be outlined for those individuals fulfilling security roles in the architecture. User training information should also be developed and distributed in an easy to read and implement manner.
  • customers 3700 of a software vendor are able to access the vendor's web site and attempt to solve their technical problems without directly burdening the vendor customer support personnel. If an answer is not found, the customer can send an email to the support organization, which can be responded to by a support representative.
  • This architecture serves three different applications: 1) a customer client application, which produces a web interface for accessing personalized and product specific online help resources, including email, chat rooms, news groups, and full text searches, 2) a customer support representative application which can be used to respond to a client user's request via email, chat, or news, and 3) an administration application which enables the co ⁇ orate web master to easily change the look and feel of the support site for a company.
  • Web page has a menu of options including online technical support, chat room and upgrades/patches.
  • Online technical support consists of the ability to email a technical support representative and get a reply by email or access an interactive database 3702 of problems and solutions.
  • Another option at this point is for the user to enter the serial number of the product and for the web server to customize the help page based on what product the user has.
  • FIG 38 An exemplary security architecture is illustrated in Figure 38. This architecture provides more security than the architecture of Figure 37.
  • Authentication services are provided at the company's web server 3802 with a server side certificate signed by a leading CA provider. Customers are not authenticated. Internal users (i.e. administrators) are authenticated with their NT domain logon.
  • Access control is provided by a firewall 3804 at the entry point into the company's internal network.
  • a packet filter router 3806 is located before the web resources to limit traffic to
  • Content filtering is provided at the chat server and the news server in software. This software will filter posted content based on a pre-defined mle base to prohibit inappropriate material.
  • Administration procedures should be developed and implemented that clearly outline the procedures administrators must follow for user administration and system/security administration. Appropriate guidelines should be included with each procedure on the time required to perform it, and that time should be agreed to by the administrator and their manager.
  • Training programs should be outlined for those individuals fulfilling security roles in the architecture. User training information should also be developed and distributed in an easy to read and implement manner. Special attention should be paid to the legal requirements for any disclaimer or policy statements which must be presented to the customer when accessing the service.
  • FIG 39 illustrates an exemplary architecture.
  • customers 3900 are provided with the capability to access account information, pay bills, order checks, and transfer funds between their multiple accounts.
  • the customer will use a PC to dial their ISP 3902 and access the bank's web site.
  • the client PC will be equipped with standard HTML browser software, and HTTP communications capability for connectivity to the server 3904 at the bank.
  • An encrypted session is established between the client and the server using SSLv3. Once a connection is established, the customer can request a service from the bank's web site. This request consists of the recall of an ASP or HTML page, using a secure SSL3/PCT session over TCP/IP.
  • VB Scripts or JScripts are mn as requested in the Active Server Pages. These scripts interact with OLE/COM objects which reside on the application server. These objects mn application services to handle the information requested by the user. The application services are in turn handled by transaction services, which control object operations and data transactions on local and remote databases. The answer to the request is then sent back to the client where it is translated from ASP to HTML, or handled by ActiveX.
  • the encryption server creates a secure SSL session and requests a login name and password.

Landscapes

  • Business, Economics & Management (AREA)
  • Accounting & Taxation (AREA)
  • Finance (AREA)
  • Development Economics (AREA)
  • Economics (AREA)
  • Marketing (AREA)
  • Strategic Management (AREA)
  • Physics & Mathematics (AREA)
  • General Business, Economics & Management (AREA)
  • General Physics & Mathematics (AREA)
  • Engineering & Computer Science (AREA)
  • Theoretical Computer Science (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)
  • Stored Programmes (AREA)

Abstract

La présente invention concerne un système, un procédé et un article manufacturé permettant de suggérer des produits via un réseau. On affiche des informations se rapportant au produit, et notamment ses spécifications, de texte graphique, des images vidéo, des échantillons numériques, et/ou des disponibilités de stock. L'invention concerne également une logique de recherche de produits semblables à l'article dans un réseau et de proposition des articles semblables au produit. Le produit et les articles semblables au produit sont proposés à la vente par le réseau.
EP00959864A 1999-08-31 2000-08-31 Marchandisage electronique dans le cadre d'une application de commerce electronique, systeme et article manufacture a cet effet Ceased EP1222587A2 (fr)

Applications Claiming Priority (3)

Application Number Priority Date Filing Date Title
US38718999A 1999-08-31 1999-08-31
US387189 1999-08-31
PCT/US2000/024268 WO2001016848A2 (fr) 1999-08-31 2000-08-31 Marchandisage electronique dans le cadre d'une application de commerce electronique, systeme et article manufacture a cet effet

Publications (1)

Publication Number Publication Date
EP1222587A2 true EP1222587A2 (fr) 2002-07-17

Family

ID=23528858

Family Applications (1)

Application Number Title Priority Date Filing Date
EP00959864A Ceased EP1222587A2 (fr) 1999-08-31 2000-08-31 Marchandisage electronique dans le cadre d'une application de commerce electronique, systeme et article manufacture a cet effet

Country Status (4)

Country Link
EP (1) EP1222587A2 (fr)
AU (1) AU7111100A (fr)
TW (1) TW491972B (fr)
WO (1) WO2001016848A2 (fr)

Families Citing this family (16)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US7373317B1 (en) 1999-10-27 2008-05-13 Ebay, Inc. Method and apparatus for facilitating sales of goods by independent parties
US7370006B2 (en) 1999-10-27 2008-05-06 Ebay, Inc. Method and apparatus for listing goods for sale
US8533094B1 (en) 2000-01-26 2013-09-10 Ebay Inc. On-line auction sales leads
US8275673B1 (en) 2002-04-17 2012-09-25 Ebay Inc. Method and system to recommend further items to a user of a network-based transaction facility upon unsuccessful transacting with respect to an item
JP4564052B2 (ja) 2004-04-08 2010-10-20 サンガモ バイオサイエンシズ インコーポレイテッド 心筋収縮能調節用の方法及び組成物
US8200687B2 (en) 2005-06-20 2012-06-12 Ebay Inc. System to generate related search queries
KR20070074432A (ko) * 2006-01-09 2007-07-12 엘지전자 주식회사 데이터 재생 방법 및 장치, 그리고 기록매체
US10346854B2 (en) 2007-11-30 2019-07-09 Microsoft Technology Licensing, Llc Feature-value attachment, reranking and filtering for advertisements
JP5658842B1 (ja) * 2014-06-06 2015-01-28 楽天株式会社 情報システム及び情報処理方法
TWI610258B (zh) * 2015-12-11 2018-01-01 林國龍 用戶需求物件評估方法、電腦程式產品、可讀取記錄媒體及系統
TWI651947B (zh) * 2017-08-03 2019-02-21 中華電信股份有限公司 設備與服務監測之可程式化模板監管方法
TWI662809B (zh) * 2017-08-08 2019-06-11 中華電信股份有限公司 影像串流服務的障礙定位系統及維運方法
TWI768265B (zh) * 2018-11-30 2022-06-21 高曼計量財務管理顧問股份有限公司 智能投資輔助系統及其方法
WO2020136809A1 (fr) * 2018-12-27 2020-07-02 楽天株式会社 Dispositif de traitement d'informations, système de traitement d'informations et procédé de traitement d'informations
TWI713021B (zh) * 2019-11-25 2020-12-11 中華電信股份有限公司 用於轉換中文地址格式的電子裝置和方法
TWI778597B (zh) * 2021-04-23 2022-09-21 新加坡商鴻運科股份有限公司 遠端桌面閘道的調配方法、電腦裝置及儲存介質

Non-Patent Citations (3)

* Cited by examiner, † Cited by third party
Title
BRUCE KRULWICH: "Information Integration Agents: BargainFinder and NewsFinder", INTERNET-BASED INFORMATION SYSTEMS: PAPERS FROM THE 1996 AAAI WORKSHOP, 1 December 1996 (1996-12-01), pages 72 - 77, XP055149419, Retrieved from the Internet <URL:http://www.aaai.org/Papers/Workshops/1996/WS-96-06/WS96-06-010.pdf> [retrieved on 20141028] *
GUTTMAN ET AL: "Agent-mediated Electronic Commerce: A Survey", INTERNET CITATION, June 1998 (1998-06-01), XP002128711, Retrieved from the Internet <URL:http://ecommerce.media.mit.edu/papers/ker98.pdf> [retrieved on 20000126] *
WILL CLURMAN ET AL: "Electronic Commerce with Software Agents Table of Contents", 14 March 1997 (1997-03-14), XP055149635, Retrieved from the Internet <URL:http://xenia.media.mit.edu/~guttman/research/commerce/papers/commerce.pdf> [retrieved on 20141029] *

Also Published As

Publication number Publication date
AU7111100A (en) 2001-03-26
WO2001016848A8 (fr) 2001-11-22
WO2001016848A2 (fr) 2001-03-08
TW491972B (en) 2002-06-21

Similar Documents

Publication Publication Date Title
US6697824B1 (en) Relationship management in an E-commerce application framework
US6904449B1 (en) System and method for an application provider framework
US10013705B2 (en) Increased visibility during order management in a network-based supply chain environment
US6629081B1 (en) Account settlement and financing in an e-commerce environment
US7610233B1 (en) System, method and article of manufacture for initiation of bidding in a virtual trade financial environment
US7069234B1 (en) Initiating an agreement in an e-commerce environment
US7167844B1 (en) Electronic menu document creator in a virtual financial environment
US8032409B1 (en) Enhanced visibility during installation management in a network-based supply chain environment
US7716077B1 (en) Scheduling and planning maintenance and service in a network-based supply chain environment
US7957991B2 (en) Technology sharing during demand and supply planning in a network-based supply chain environment
US6671818B1 (en) Problem isolation through translating and filtering events into a standard object format in a network based supply chain
Araujo et al. Developing trust in internet commerce
US20020178087A1 (en) Internet-based instant messaging hybrid peer-to-peer distributed electronic commerce system and method
US20030236729A1 (en) Systems and methods of directing, customizing, exchanging, negotiating, trading and provisioning of information, goods and services to information users
EP1222587A2 (fr) Marchandisage electronique dans le cadre d&#39;une application de commerce electronique, systeme et article manufacture a cet effet
WO2001046889A2 (fr) Procede de mise en oeuvre d&#39;un processus de demande de credit en reseau
EP1287458A2 (fr) Planification en collaboration des capacites et gestion anticipee des stocks lors de la planification de l&#39;offre et de la demande dans un environnement de chaine d&#39;approvisionnement fondee sur le reseau et procede associe
WO2001039028A2 (fr) Procede de mise a disposition d&#39;une interface d&#39;espace de marche entre une pluralite de fabricants et des fournisseurs de services et gestion d&#39;une installation via une interface d&#39;espace de marche
US8346628B2 (en) Searcher call back request system and method
WO2001046846A2 (fr) Procede destine a un schema financier de commerce virtuel
WO2001016851A2 (fr) Systeme, procede et article manufacture d&#39;aide a la decision dans le cadre d&#39;une application de commerce electronique
Rahman et al. Internet commerce and software agents: cases, technologies, and opportunities
WO2001039030A2 (fr) Gestion d&#39;actifs durant le cycle de vie et en reseau dans un environnement de commerce electronique et procede associe
EP1247203A2 (fr) Procede pour un cadre de fournisseur de services applicatifs
Krishnaswamy et al. Towards data mining services on the internet with a multiple service provider model: An xml based approach

Legal Events

Date Code Title Description
PUAI Public reference made under article 153(3) epc to a published international application that has entered the european phase

Free format text: ORIGINAL CODE: 0009012

17P Request for examination filed

Effective date: 20020402

AK Designated contracting states

Kind code of ref document: A2

Designated state(s): AT BE CH CY DE DK ES FI FR GB GR IE IT LI LU MC NL PT SE

AX Request for extension of the european patent

Free format text: AL;LT;LV;MK;RO;SI

17Q First examination report despatched

Effective date: 20080131

RAP1 Party data changed (applicant data changed or rights of an application transferred)

Owner name: ACCENTURE GLOBAL SERVICES GMBH

RAP1 Party data changed (applicant data changed or rights of an application transferred)

Owner name: ACCENTURE GLOBAL SERVICES LIMITED

REG Reference to a national code

Ref country code: DE

Ref legal event code: R003

STAA Information on the status of an ep patent application or granted ep patent

Free format text: STATUS: THE APPLICATION HAS BEEN REFUSED

18R Application refused

Effective date: 20150328