E-commerce in the Travel Industry ENTER 2000 —

E-commerce in the Travel Industry ENTER 2000 - Barcelona 26 April 2000 E-commerce: From model to open online business z z z Relevant background information Ecommerce models and architectures Ecommerce system development process WAP Intro, Demo and bottlenecks XML intro Case: Booking, on WEB & WAP By Per Myrseth + colleagues at Norwegian Computing Center Slide 1

Speed of Technology Adoption Original source : John M. Jordan, Ernst & Young Years to 10 Million Users Pager Telephone Cable TV Fax VCR Cell Phone PC CD-ROM Web browser ? WAP 0 10 20 Slide 2 30 40 50

WEB-site functions (Europe total) Source : Pan-European Electronic Commerce & Communications Survey 1999, Real time interactive quotations Supplier support On-line payments On-line ordering Ability to request further details Download facility Pricing information Contact details Product & service information Company information 0 10 20 30 40 50 60 70 80 90 100 Slide 3 Spring 99

Internet strategy Source: New Media Science analyse © 1998 Application servers Phase 5 Increasing value for the users Script-based Dynamic (CGI) Static pages Phase 3 Phase 2 Increasing complexity in service and integration towards internal legacy systems. Phase 1 Visible Phase 4 Information Building brands Dialog Trade Service Building customer relationships Slide 4

Technological waves Source Élisabeth Lefebvre & A. Lefebvre Technological waves Virtual Entreprise Network outsourcing Product life cycle Collaborative Value chain integration engineering Data driven operations Collaboration configurations Product data Sectorial platforms management Integration of Electronic markets electronic exchanges Slide 5

XML/EDI and relevant history Year 2000 1995 # Actors accessible XML/EDI XML Browser 1990 Internet ”becomes open” Object orientated databases EDIFACT ISO standard 1985 X. 400 Relational databases 1980 Ura Hierarchical databases Slide 6 CPUcost Storagecost Bandwidthcost

Context dependencies “The meaning of an expression is in its use”. Wittgenstein Slide 7

Open Ecommerce z Open-edi: electronic data interchange among multiple autonomous organisations to accomplish an explicit shared business goal according to Open-edi standards. y ISO/IEC 14662, JTC 1 SC 32 Slide 8

Open ad hoc Ecommerce, one possible solution Data Warehouse Services and net resources Buyer Seller Network Role catalogue Transport Bank Scenariocatalogue Trusted Third Party Slide 9 Semantic repository Software / object library

Views of Ecommerce z Business operational view: A perspective of business transactions limited to those aspects regarding the making of business decision and commitments among organisations z Functional service view: A perspective of business transactions limited to those information technology interoperability aspects of IT Systems needed to support the execution of Open-edi transactions Slide 10

Open-edi Reference Model B U S I N E S S T R A N S A C T I O N Business Operational View Business aspects of business transactions Comply with Covered by BOV related standards Viewed as Interrelated Functional Service View Information technology aspect of business transactions Slide 11 Comply with Covered by FSV related standards

Ordering and paying, compound role model Buyer Bank Order Invoice Pay order Pay message Receipt Slide 12 Seller

Interorganisational system z An interorganisational system consist of two or more actors z The model perspective y Scenario y Role-players y Data exchange y Scenario attributes z CASE: An instance of buying a ticket y Buying an aeroplane ticket y Buyer, seller, bank, aeroplane company. . y Signed business documents y Laws, rules and practise governing this type of trade Slide 13

Interorganisational system z The challenge is to handle a diversity of: ybusiness models ycultures ynationalities yjurisdictions ylanguages ylevels of integration ycontexts yplatforms yclients yand products/services Slide 14

Attributes of the traded goods and the complexity of Ecommerce systems Complex systems Low Long Value of the product High Short Complexity of the product Frequency of buying Number of different goods Level of activity during the trade process The goods durability Fixed How is the price set/made “Exchange/auction” Exchange of the goods: physical, digital/immaterial Slide 15

Technologies and architectures z WEB-based y HTTP(S) & WAP y HTML, XML & WML z Message based/Batch y SMTP, X. 400, ftp y EDIFACT, XML, X. 12 z Distributed object systems y Corba/RMI/COM/EJB y IDL (Interface description language) z X-Tier Architectures z Mobile agents y Software that moves between different actor’s hosts and perform predefined tasks. Slide 16

Distributed objects systems or EDI Distributed objects systems (e. g. CORBA) z The objects live at one actor z The method call is exchanged Slide 17 EDI z The message itself is exchanged

N-tier architecture design for one role-player Source: New Media Science e lin ss On ce ac In io at gr te n ss ce Ac e Ti r er Ti Slide 18

Ecommerce systems B 2 B/B 2 A/A 2 B Interorganisational systems B 2 C Trading/sales systems to end users Consumer Business Administration Network Value added services & Travel agencies Consumer Business Administration Trusted Third parties Consumer Repositories Slide 19

Exchange of money, process information and goods $ $$ $ Money Information vendor Process Information VAS Process Information Distribution Process Information Consumer Digital goods/ information Process Information: e. g. information like an order and a recite, needed to carry out a booking Digital goods/information: E. g. the information contained in a ticket. Slide 20

From data to presentation Person Name Phone Street Model transformation Layout + instru. Model transformation Ole Olsen Liveien 1 22 01 01 01 Layout + instru. Model transformation Layout + instru. WEB Slide 21 Paper WAP PDA

Value chain Information vendor z Value added services y Possibilities y Where in the chain is the $ y Who is paying for what y Who is paying whom z Rights/ownership to information 1 Information service provider 2 Distribution and presentation 3 End user Slide 22

Internal source External source From data to presentation Data Layout + instr. Model transformation Layout + instr. WEB Layout + instr. Model transformation Data Model transformation Slide 23 Paper WAP PDA

Digital /information and documents: exchange of structure or presentation Source format Meta data and structure Sender’s Operations Client side Cut & Paste control of integration presentation PDF Word HTML XML & Java XML (XSL++) (R)Database What interests and needs do sender and receiver have in common? Slide 24

Syntax and area of use # and $ XML/EDI EDIFACT HTML Private, consumerist Business to business Slide 25

Development of Ecommerce software z Interorganisational systems z z Continuos system development Short lifetime for each system’s version Large demand on integration with many actors The users are heterogeneous y Organisational y Technological Slide 26

Charles Darwin "It is not the strongest of the species that survive, nor the most intelligent; it is the one that is most adaptable to change. " Slide 27

WAP Infrastructure Overview z WML: Wireless Markup Language z A browsing language similar to Internet html. z Tele. VAS: Telephony Value Added Services Slide 28

Less info - More dedicated services leading to transactions z Mobility y Catalogue services, news z Location oriented y Maps, destination information, nearest shop/office/. . . z Messages y Stocks, “vacant seats”, auction, offerings and time-sale z Real-time y Stock trading, auctions, betting z Personal y e-mail, intranet, sales support, price lists & booking system Slide 29

Mobile payment z Authenticate z Authorisation z Mobile bill y Mini and micro payment y Infrastructure and bank => one company z Charge SIM-card with money z Dual smartcard on GSM - Pilot by Nokia and Visa y Two plug-in cards for GSM y SIM card and a card for authenticating Visa debit or credit payments y VISA smart card issued by mobile user’s bank, i. e the bank manages risk and security y Testing: Merita. Nordbanken and Visa Slide 30

Case: Hut booking z WEB, screenshots z Wap, dialogue Slide 31

WAP and e-commerce z+ y Mobile communication y Quite cheap to buy and use => mass market zy User interface => Narrows the mass market? w Screen size and limitation in use of colours => improving w Input mechanisms => improving y Functionality and diversity in services offered => improving w Will not (? ) reach numerous variations existing on WEB because of the user interface y Bandwidth and limited capacity on the client (RAM/no disk) => improving y Little reuse of existing serverside solution y Offline browsing, download of information (ala pdf) y WAP: Temporary technical solution? Slide 32

Preparing for WAP booking: WEB dialogue sequence Booking server Tourist WEB client Make user profile, inclusive credit card number Make WAP profile, inclusive mobile number Slide 33

WAP dialogue sequence Tourist WAP client Booking server Information retrieval User identification Reservation SMS receipt Confirmation of SMS receipt Slide 34 SMS service

WAP demo z Nokia 7110, (on the market) z Ericsson 380, (on its way to the market) Slide 35

What is XML z e. Xtensible Markup Language z (meta)-markup language SGML z textbased format XML XHTML (Unicode, ISO-10646) z recommendation from W 3 C; vendor independent meta-markup language z XML 1. 0 i February 1998 subset application of a meta-markup language Slide 36

Layout versus structure Times half fat, 24 pkt, centred Tahoma normal, 16 pkt, adjust left z. Stortingsnotat title z. Til: Kjell Magne Bondevik receiver z. Fra: Torbjørn Jagland sender z. Dato: 1999. 10. 13 date z. Emne: Statsbudsjettets format Times normal 16 pkt, adjust left subject z. Jeg synes statsbudsjettet skal skrives i XML format! paragraph Slide 37

Content and structure in XML syntax Hello, World! Goodbye, World! Slide 38

Document type definition ]> Hello, World! Goodbye, World! Slide 39

XML Order 19991013. 15 19991013 5012345678900 6012345678900 8012345678900 90 19991021 Slide 40

Internal format convertions EDIFACT based EDI XML based EDI Data flow with conversion Data flow without conversion Layout instructions Slide 41

Where does XML fit in? z z z z Storage (long-term/short-term) Processing Exchange Presentation Navigation Metadata Searching Structuring Slide 42

XML-related standards z z z XML e. Xtensible Markup Language DTD Document Type Definitions HTML Hypertext Markup Language Namespace A way to ensure that tag names used in XML DTDs are unique, so that tag names from different DTDs can be combined in a single document when need be. XSL Extensible Stylesheet Language XSLT Transformations (XSL-T) RDF Resource Description Framework DOM Document Object Model Math. ML Mathematical Markup Language SMIL Synchronised Multimedia Integration Language SVG Scalable Vector Graphics XML Schema DTD “next version” in XML syntax Slide 43

E-commerce terms and abstraction levels This list is not complete Reference model: Open-EDI Concept: OO-EDI Object Oriented-EDI XML/EDI XML family of standards eb. XML electronic business XML UN/EDIFACT Model notation DTD Document Type Definitions XSL extensible Style Language UML Unified Modelling Language Programming language: ECMAScript Java Syntax: XML extensible Markup Language EDIFACT-syntax (ISO 9735) Slide 44 s plifie sim odel so Am y realit rawing the ad its in it f

Some Ecommerce standardisation initiatives Source: CEN/ISSS Electronic Commerce Workshop, Frameworks, Architectures and Models for Electronic Commerce Group · General Frameworks · · · the Biz. Talk framework (Microsoft), CEN/ISSS Electronic Commerce Workshop 'Building Blocks', EC-DTF Reference Model, the Commerc. Net e. Co framework, IMPRIMATUR Business Model, Java EC Framework · Trading Models · · · IOTP - Internet Open Trading Protocol (IETF), OBI (The Open Buying on Internet (OBI) Consortium), OTP - Open Trading Protocol, Rosetta. Net, Secure Electronic Market Place for Europe (SEMPER) · Payment Models w SET - Secure Electronic Transaction. Slide 45

Ecommerce standardisation in tourism · The Open. Travel Alliance (www. opentravel. org/) The Open. Travel Alliance (OTA) is currently recruiting travel industry organisations as it begins critical ground-breaking work for developing communications standards that will allow for the efficient and effective exchange of travel industry information via the Internet. By joining the OTA, you and your company will be teamed with travel industry powerhouses that have made the commitment to partake in the developmental process that will have resonating impact for years to come. One of the OTA. s first assignments is to create a directory of industry terms used in XML via the Internet. This directory will be the ultimate gateway for the seamless exchange of data; therefore, it is essential to ensure your organisation. s business requirements are fulfilled from the get-go. There are many benefits to becoming an OTA member including: • • Help create the standards that will redefine how the travel industry conducts business Provide valuable input on standards before adoption Serve as a key proponent for your company's industry sector Network with key decision-makers and technology innovators from all facets of the travel industry Receive timely information on new developments shaping the travel industry and access expert, professional advice Utilise the OTA. s Web site to highlight your organisation with a direct link Organisations are welcome to join at any time. Slide 46

Standardising message based Ecommerce Everyone adjust to everyone’s syntax and semantic Everyone adjust to one common syntax and semantic Slide 47

New technology meets existing systems and infrastructure z Integration towards: y. Internal systems y. External systems z New technology has to play in harmony with old technology z Return of investment z When the number of actors using one standard increase, it becomes more difficult to change the standard. Slide 48

Standardisation: Top down versus bottom up What to do System model Business model DTD Abstract Concrete XML Implemented system How to do it Slide 49

Computer Crime z A fast growing industry z Can get you out of business in a couple of minutes z Computer crime protection, one of the fastest growing sectors y Buy stocks in computer crime protection today. . . Slide 50