& ENIAC
(Electronic Numerical Integrator and Computer)
Giri Wahyu Wiriasto
giriwahyuwiriasto@gmail.com
Universitas Mataram
Manusia & Komputer
Kebutuhan Penghitungan Matematis. Ragam Kondisi yang terjadi :
- Penghitungan manual secara penuh yaitu penghitungan tanpa menggunakan peralatan
selain otak dan jari
- Penghitungan manual menggunakan peralatan sederhana seperti mistar geser,
abaccus
- Penghitungan otomatis dengan menggunakan mesin komputer
Estimated Margins—Costco
Pearl Earrings
Books
40%+ discount required to
be competitive in this
market
Discount NOT needed to be
competitive in this market
“Collaborative Filtering”
Comparing purchases by a customer to others who have made “similar” purchases to
identify additional products of potential interest
Largely a matter of “brute force” computer analysis
Often a more effective way to identify additional items of interest if it is difficult to
conceptually compare items to identify others like them
• E.g., favorite songs: What drives the preference? Sound, lyrics, singer characteristics?
• E.g., books: Which authors are “similar?”
“Win-win” deal: Merchant has the opportunity to sell more items; the customer finds
value that he or she would otherwise have been less likely to find
How Suitable For Internet Commerce?
Are There Differences Among Segments?
Reality of Online Competition
Intense competition for large market products (large
quantity demanded attracts many sellers)
Use of large demand products as loss leaders (e.g.,
Amazon.com bestsellers)
Competition will force reduced costs—if any—to be passed
on to customers. Even if there is a cost advantage to selling
online in a particular market, you will NOT be competing
just against “brick-and-mortar” stores but also against those
who have the same cost advantage in selling to customers.
In the long run, you can probably make NORMAL profits
but not above market level profits.
Competition makes charging for shipping and handling
difficult. This is often more expensive than traditional
distribution.
Less competition on specialty products greater margins
“Bricks-and-Clicks”
Traditional retail chains and online
presence tend to have synergy
• Online access to store information—hours,
locations, directions
• Checking on “in stock” status on local stores
• Online orders with store pickup
• Online orders with delivery; store return
option
Brand equity
Volume purchasing power
Inventory assortment warranted by
combined store and online sales
Micro-payments: Opportunities and costs
Considerable online content and services
could be made profitably available for a small
charge (e.g., 1¢-$2.00)
However, collecting small amounts of money
can be
• Costly—credit card firms or debit
processing firms may charge a significant
per transaction fee
• Inconvenient—the customer may not be
willing to enter much information
Mobile technology—with active login—may
be helpful for the higher end (e.g., 50¢+)
SEARCH ENGINE OPTIMIZATION
Search engines
Search engine rankings
Optimizing for rankings
• Content
• Reciprocal linking
Search Engines
Search engine market
dominated by Google
Microsoft’s new BING
search engine—the
“decision engine”
• Reported to match search
results to user IP address
local results possible
• Deals with Facebook and
Twitter for better “real
time” access
Search engines
Use an algorithm to identify the most optimal
links
Algorithms may involve
• Usage of keywords
• “Popularity” (number of links pointing inward)
• Other criteria—often proprietary
• “Click-through” rates from the respective search
engine (NOT overall traffic volume on the site)
Historically, key word repetition was the most
important factor. Today, on Google, quality
links appear to be more important than key
words.
Internet consultants will make
recommendations for a fee. Many have strong
opinions on “what works.” Most are short on
evidence that they are correct.
Search Engine Optimization: Reciprocal
Linking
Linking from highly rated web
sites greatly increases the
ranking of a site
Linking from low rated sites
does not appear to help much
The weight of a link may be
determined by the number of
links at that page—one link
among many is worth less
Linking to “spamming” sites
may be penalized
Search Engine Optimization: Text
Credible repetition of key words
• Frequently greater credit for
– Bolded words
– Words early in the document
Identification of desirable key words
• Analysis of competing sites
• Customer interviews
Misspellings
Search Engine Optimization: Other
Domain names
• If the domain name features the keyword, more weight
is given
• Google considers the underscore a space—e.g.,
Marketing_Tips.com .
Listing in the Open Directory Project (
http://www.DMOZ.org) .
Most search engines no longer rely significantly
on meta tags—”invisible” information from
webmasters about the site—since these can be
manipulated. Using meta tags, however, tells
your competitors what you are trying to
accomplish.
M-commerce: Mobile phone/PDA/
“gadget” access and sales
High growth in mobile technology with
Internet access
.mobi domain is intended for web sites
optimized for small screens
Google Android project is intended to
increase uniformity of display across cell
phone models
Many countries are running ahead of the
U.S.
Useful in making “micro-payments”—
buying a soda or other low cost item
Current advertisements for mobile phone
banking
Social Media
“Word-of-mouth” or “wordof-
click campaigns”
Targeting of specific
demographics efficiency
Exposure through online
games
Credibility of known
individuals and their friends
Facebook
Targeting by demographics
Online presences through
• Applications
• “Managed” (“Fan”) pages
“Viral” potential