Electronic Commerce over Multiple Platforms

Diplomarbeit von Stephan Siehl

Abstract:

This study, as part of an European research project in cooperation with the IT-Consultantsy Hyperion in England, will cover the German EC market. Different access platforms, its penetrations and possible future developments will be analysed.

This work is structured in 3 parts: Firstly, the theoretical framework in which the EC platforms are positioned. Secondly, the German position within Europe and in contrast to US concerning internet-use and EC are analysed. Two surveys were undertaken and combined with secondary data found in the literature to get a concise picture. Thirdly, the study is concluded by two case-studies, presenting different access-platforms in detail.

In chapter 1 the fundament for this work will be laid by outlining the subject of Electronic Commerce (EC). Chapter 1.1 defines EC and establishes an ‘working-hypothesis’ for this work. Afterwards the underlying power of EC - the reduction of Transaction Costs - will be discussed and the theory described in brief. Chapter 1.3 gives a brief overview of the EC history and in chapter 1.4 the platforms will be put into a general framework of EC. After describing the barriers and drivers for EC in chapter 1.5, the four different platforms computer, mobile phone, Digital TV and Public Access Point will be described in chapter 2 and its features discussed. Chapter 3 deals with EC, focused especially on German market, comparing it with Europe or/and the US. The first section of chapter 3 is divided into EC volume, infrastructure and use. The second part analyses two surveys carried out during this work, both were especially focused on the topic EC platforms, because in the literature at present this aspect is not covered sufficiently. Chapter 3.4 analyses an expert questionnaire ran during the Internet World (faire) in Berlin and via e-mailing to company representatives involved in EC. Chapter 3.5 describes the results of a general questionnaire undertaken from March to July 1999 via e-mailing, a web-page and personal interviews. Its aim was to get an impression of the status in which Germany is at present concerning EC. The study is concluded with two case-studies of platforms for EC, outlining the practical use of the theoretical described functionality and technological features of EC devices. A Digital TV receiver from Galaxis and ZDFs Electronic Program Guide, as well as a Public Access Point called T-Kiosk from Deutsche Telekom will be presented.

The study is focused in the way, in which people access the Internet in future for information, shopping, leisure, etc In this future access-way: "Increasingly, consumers are demanding web-based access to goods and services, and this demand is set to explode as internet access extends to TVs, mobile phones and other personal devices". These access-devices are understood as EC platforms in this context. This study will show that the PC will loose its position as the only access-medium to services or products via the Internet.

The future question is not if EC will change our daily lives but how it will change it. The trend towards a more user orientated way to provide content, in which technological skills become less important, has begun. In the future, EC will be executed (besides PCs) via specialised, easy to use devices.

Table of Contents:

	Contents
	Abbreviations	5
	Figures	7
	Tabels	8
0.	Introduction	9
1.	Electronic Commerce	11
1.1	Defining Electronic Commerce	11
1.1.1	Defining Electronic Commerce by the Perspective	11
1.1.2	Defining Electronic Commerce by the Parties Involved	12
1.1.3	Establishing a "Working-Hypothesis"	13
1.2	Electronic Commerce and Transaction Costs	14
1.3	From Traditional to Internet-Driven Electronic Commerce	16
1.4	A Framework for Electronic Commerce	18
1.5	Barriers and Drivers of Electronic Commerce	21
1.5.1	Barriers: Perceived Issues and Topics of Further Research	22
1.5.2	Drivers: Accelerators of Electronic Commerce	27
2.	Platforms for Electronic Commerce	31
2.1	Computer	32
2.2	Mobile Phone and other Hand-Held Devices	33
2.3	Digital TV	34
2.4	Public Access Points and Vending Machines	38
3	Electronic Commerce in Germany	39
3.1	Electronic Commerce Volume in Germany	40
3.2	Electronic Commerce Infrastructure in Germany	42
3.3	Internet-Use in Germany	44
3.3.1	Access	44
3.3.2	User Demographics	47
3.3.3	Content	50
3.4	Expert Questionnaire	54
3.5	General Questionnaire	60
3.6	Conclusion of Chapter 3: Where does Germany Stand?	64
4.	Case Studies of Electronic Commerce Platforms	65
4.1	Galaxis' Integrated Receiver Decoder and ZDF's EPG	66
4.1.1	Galaxis' IQTV-IRD	66
4.1.2	ZDF's Electronic Program Guide	68
4.1.3	Conclusion of the Galaxis' IRD and ZDF's EPG Case Study	69
4.2	T-Kiosk from Deutsche Telekom	69
4.2.1	Internet- and e-mail-Experiences with the T-Kiosk System	69
4.2.2	Conclusion of the T-Kiosk from Deutsche Telekom Case Study	70
5.	Conclusion	71
	Bibliography	74
	Appendix A	I
	Appendix B	VI
	Appendix C	XV