e-business - utrecht · pdf filee-environment . slide 4.5 moral dimensions of an internet...
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Slide 4.1
E-Business Lecture 4: E-environment
Slide 4.2
Outline
• Environment • SLEPT framework
• Social • Legal • Economic • Political • Technological
Slide 4.3
Understanding Ethical, Social, and Political Issues in E-commerce • Internet technology disrupts:
• existing social and business relationships and understandings
• Also in e-commerce!
• Careful consideration needed: • Costs and benefits of technology • As yet no clear-cut legal or cultural guidelines
Slide 4.4
E-environment
Slide 4.5
Moral dimensions of an Internet society
Slide 4.6
Macro-environment
• Social
• Ethical / Legal
• Economic
• Political
• Technological
Slide 4.7
Social factors
Examples: • Information rights
• Public welfare, safety, security
• Access (cost, ease, limits, education)
• Interaction of Internet with daily life
Slide 4.8
Macro-environment
• Social
• Legal / Ethical
• Economic
• Political
• Technological
Slide 4.9
Legal and ethical issues
Examples: • Access
• Privacy
• SPAM
• Cookies
• Copyright
• Content (Pornography, Gambling, Racism, Terrorism)
Slide 4.10
Basic Ethical and Legal concepts
• Ethics (NL: Ethiek): Study of principles that individuals and organizations can use to determine right and wrong courses of action
• Responsibility (NL: verantwoordelijkheid) As free moral agents, individuals, organizations and societies are responsible for the actions they take
• Accountability (NL: toerekenbaarheid): Individuals, organizations and societies should be held accountable to others for the consequences of their actions
• Liability (NL: aansprakelijkheid): Extends the concepts of responsibility and accountability to area of law
Slide 4.12
Legal and ethical factors
Main issues: • Privacy and information rights
• Intellectual property
• E-commerce legislation
Slide 4.13
Privacy and information rights
• Privacy: • The right of individuals to avoid intrusion into
their personal affairs • Digital and Information privacy:
• The ability to control what information one reveals about oneself and what is collected (over the Internet)
• The ability to control access and use of that information
Slide 4.14
Privacy issues
More than just a legal issue: • Ethical:
• Under what conditions should we invade privacy of others
• Social: • Development of “expectations of privacy” and
privacy norms • Political:
• Development of statutes that govern relations between recordkeepers and individuals
Slide 4.15
Private information collected
• Name, address • Phone number • Email address • Social security number / BSN • Bank and credit card accounts • Age, gender • Occupation • Browser type • Preference data • Transaction data • Clickstream data
Slide 4.16
Information collection tools
• Search engines • Site transaction logs • Cookies • Shopping carts • Forms • Digital wallets
Slide 4.17
Privacy regulations
• EU Data Protection directive 95/46/EC: Member states shall protect the fundamental right and freedoms of natural persons, and in particular their right to privacy with respect to the processing of personal data
• Conditions: • Transparency • Legitimate purpose • Proportionality
• Netherlands: – Constitution, articles 10-13 – Wbp: Wet bescherming persoonsgegevens – CBP: College bescherming persoonsgegevens
Slide 4.18
Privacy regulations (2)
• Current EU Data Protection Directive 95/46/EC does not consider important aspects like globalization and technological developments like social networks and cloud computing sufficiently
• European Commission plans new directive: • General Data Protection Regulation (GDPR)
• Proposal for regulation: January 2012 • Adoption: 2015? • In effect: 2017? • Discussions are ongoing….
Slide 4.19
Digital privacy
• EU Privacy and Electronic Communication directive 2002/58/EC and 2009/36/EC:
• Security of services
• Confidentiality of information
• Data retention
• Spam
• Cookies
Slide 4.20
Intellectual property rights
• Copyright • Protects original forms of expression (but not ideas)
from being copied by others for a period of time
• Patent • Grants owner an exclusive monopoly on ideas
behind an invention for a period of time
• Trademark • Trademarks protect public by ensuring it gets what it
pays for/expects to receive; protects trademark owner against piracy and misappropriation
Slide 4.21
Other E-business legislation
• Marketing • Domain name registration:
• Cybersquatting
• Cyberpiracy
• Meta-tags abuse
• Deep linking
• Framing
Slide 4.22
Other E-business legislation
• Electronic contracts and payments • Country of origin principle (EU): Law for the
contract = law of country of merchant • Distance-selling law (EU, based on mail order)
E-commerce site must provide easy access to: • Identity, addres • Features of goods/services • Price information, tax, delivery costs • Payment and delivery arrangments • Terms of contract
Slide 4.23
Other E-business legislation
Taxation • European directives:
• Supplier and customer inside EU: • VAT in supplier country
• Export from outside EU to customer inside EU: • VAT + import in consumer country
• Export from inside EU to outside EU: no VAT
• Services: • VAT in country of consumer
• National incentives: • “Promotional” taxation rules
Slide 4.24
Macro-environment
• Social
• Legal / Ethical
• Economic
• Political
• Technological
Slide 4.25
Economic issues
Examples: • Globalisation • Weakening local firms / strengthening large
global firms • Variations in economic performance affect
spending patterns and international trade
Slide 4.26
Economic (and competitive) factors
• e-Economy: The dynamic system of interaction between citizens, businesses and government that capitalize upon online technology to achieve a social or economic good.
• Benchmarking framework: – 4 Layers: Environment, Readiness, Uptake and Use,
Impact
– 3 Stakeholders: Citizens, Businesses, Government
• e-Maturity: – Sophistication of a nation’s e-economy
Slide 4.27
E-economy framework Source: Booz Allen Hamilton 2002
Slide 4.28
Macro-environment
• Social
• Legal / Ethical
• Economic
• Political
• Technological
Slide 4.29
Political factors
• Political environment:
– Legislation – Guidance and assistance
– International actions
• Organizations: – EU
– UNESCO
– National
Slide 4.30
Governance
• Primary questions:
• Who will control Internet and e-commerce? • What elements will be controlled and how?
• Stages of governance and e-commerce
• Government Control Period (1970-1994) • Privatization (1995-1998)
• Self-Regulation (1995-present)
• Government Regulation (1998-present)
Slide 4.31
Net neutrality
• Feb 2014: • Eerste overeenkomst tussen Netflix en Comcast om tegen
betaling een betere QoS voor Netflix customers (video stream) te garanderen.
• Nederland 2012: • Vrije toegang tot het internet gegarandeerd • Het is verboden nieuwe diensten te blokkeren
Slide 4.32
Macro-environment
• Social
• Legal / Ethical
• Economic
• Political
• Technological
Slide 4.33
Technological factors • I think there is a world market for maybe five computers
Thomas Watson, chairman IBM, 1943
• Computers in the future may have only 1,000 vacuum tubes and perhaps only weigh 1 1/2 tons
Popular Mechanics, 1949
• There is no reason for any individual to have a computer in their home
Ken Olson, president DEC, 1977
• 640K ought to be enough for anybody Bill Gates, 1981
• I am not convinced people want to watch movies on a tiny little screen
Steve Jobs, 2003
Slide 4.34
Diffusion-adoption curve (Rogers, 1983)
Slide 4.35
Gartner hype cycle
Slide 4.36
Gartner hype cycle
Slide 4.37
Gartner hype cycle 2014
Slide 4.38
Gartner hype cycle 2013
Slide 4.39
Gartner hype cycle 2012
Slide 4.40
Summary
• Macro-environment • Social
• Legal / Ethical
• Economic
• Political
• Technological
• Next: • Werkcollege
• Next week: • E-business strategies