Gunjan e business

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ASSIGNMENT

E-BUSINESS

INSTITUTE OF MANAGEMENT EDUCATION

SAHIBABAD, GHAZIABAD

SUBMITTED TO: SUBMITTED BY:

PROF. Manoranjan GUNJAN KUM AR

Roll No. 9040



ABOUT DELOITTE

"Deloitte´ is the brand under which tens of thousands of dedicated professionals in independentfirms throughout the world collaborate to provide audit, consulting, financial advisory, risk

management, and tax services to selected clients. These firms are members of Deloitte ToucheTohmatsu Limited (DTTL), a UK private company limited by guarantee. Each member firm

provides services in a particular geographic area and is subject to the laws and professional

regulations of the particular country or countries in which it operates. DTTL does not itself provide services to clients. DTTL and each DTTL member firm are separate and distinct legalentities, which cannot obligate each other. DTTL and each DTTL member firm are liable only

for their own acts or omissions and not those of each other. Each DTTL member firm isstructured differently in accordance with national laws, regulations, customary practice, and

other factors, and may secure the provision of professional services in its territory throughsubsidiaries, affiliates, and/or other entities.

In India

In India, we offer a range of Audit & Enterprise risk , Tax, Consulting and Financial

advisoryservices across thirteen cities.

Our existence for over a century in the Indian professional arena supplements the technical proficiency of the client service teams to create powerful business solution tailored to the client's

need.

We focus on clients. We take pride in our ability to provide quality services - whether they are an

owner-managed business or a large multinational corporation. We are a multi-skilled, multi-disciplined firm, offering clients a wide range of industry-focused business solutions.

We recruit the brightest and the best - whatever their specialization. We combine the dynamism

and fluid-thinking of the young graduate, with the business knowledge and insight of theseasoned executive. Investing in our people means our clients get world-class expertise to solve

their complex business problems.



Services

We bring a unique combination of business, functional and technical expertise that allow our clients to better align their business objectives and strategies with the need of today¶s

competitive market. We serve Indian business houses, multinational corporations and the publicsector and provide assistance to global clients seeking to develop local businesses and expand

into emerging markets such as India. Our edge lies in our ability to draw upon a well-equippedglobal network and teaming this with customized services of a local office. Our integrated

approach combines insight and innovation from multiple disciplines with business and industryknowledge to help our clients excel anywhere irrespective of geographical boundaries.

We offer a broad range of fully integrated services in the following areas:

Audit and Enterprise risk services: Our Audit and Enterprise Risk Service

professionals provide a range of audit and advisory services to assist clients in achievingtheir business objectives, managing their risk and improving their business performance. Consulting: Our consulting group works closely with you to deliver measurable/quantifiable improvement in business performance; drive shareholder value and create

sustainable competitive advantage.

Financial advisory: Our FA practice takes on an industry vertical approach. It draws

upon its pool of experts both in India and abroad specializing in various industries. Tax: Our tax professionals will keep you aware of developments that may affect your

business, and also help you interpret their significance and integrate a plan into your

business strategy. Industries

We deliver knowledge and expertise that help our clients to understand complex issues and make better strategic decisions. Our solutions are based on experience in specific industries and

business environments.

The primary industries we focus on are:

Consumer Business & Transportation: Our experience across all segments of the

consumer business industry allows us to understand the issues and trends our clientsface. Energy & Resources: we have an established Energy & Resources industry vertical

which covers individual industry groups focusing on Oil and Gas, Power, Mining,Renewable and Nuclear Energy.



Manuf acturing: Our professionals have worked with manufacturing companies in

different functions and therefore bring practical insights. We serve clients in a number of sub-sectors in manufacturing such as automotive, auto-components, industrial

products, process chemicals, textile, apparel, leather products, etc. T

echnolo

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ns: Our TMT Group has deep industryknowledge of TMT companies and is a resource with tremendous potential dedicated to

helping clients and prospects in the TMT sectors evaluate complex issues, resolve problems and implement practical solutions.

Search Engine Marketing

By:Deloitte

Advantages of SEM

Search engine marketing has proved to be a very powerful tool for generatingrevenues for the

marketer. Reasons why a marketer employs search engine marketingtechniques can be listed

below:

1. Visibility: Search engine marketing helps in creating awareness and enhancing visibilityof the marketer amongst competitors and alternators of the marketer. This visibility is not

restricted to domestic market only but extends to international market as well. It is, thereforeespecially suited to SMEs.

2. Quicker turnaround time: An online Internet user will click on an advertisementusually

when he/she is looking out for that particular service/ product. Thus themarketer can get better leads from here, which can be converted into customers ifdealt with a good sales pitch.

3. Effective outreach:Search engine marketing helps in reaching out the targetaudience in a

more effective manner. The advertisement appears only when the usertypes in a query for thedesired product/service. Thus the reach of the advertisement ismore concentrated and more

confined to the people who have a need for it in the nearfuture.

4. High ROI: A marketer is charged only for the advertisements, which are clicked.They have to buy out the keywords and it is upto them what number of keywords arebought by him, thus

reducing their marketing expenses, which in turn increases theROI.



5. Competitors inaction - your opportunity: Nearly 46% of marketers surveyed by Cyber Atlas

Research allocate less than 0.5% of their annual marketing budgets on search engine Marketing

(SEM) services. Only 10 percent spend more than 25% of their marketing budgets on increasing

their visibility on the Web.)

6. People use search engines - a lot The majority of Web users search the web every day (57%). The only thing done online more

often than using search engines is checking email - 81% check email every day

7. Billions of pages. Millions of searches

There are more than 320 million searches are made through search engines and directories eachday. Google alone had over 55 billion searches during 2002. The exponential growth of the Webmeans there are now billions of web pages and consequently this has increased peoples reliance

on search engines as a way of locating information online.

8.) Qualified traffic ready to buy Traffic search engines and directories deliver to websites is highly qualified because users are

actively searching for the information. This is the major difference to traffic delivered by banner advertising.

9.More Effective Than BannersThere are 5 ± 6 times more online purchases made from traffic delivered by search engines

compared to banner advertising. The cost for online marketing campaigns using search engines is

significantly lower than that for banner advertising. Not only are search engines highly effectiveonline marketing tools ± they¶re also cost efficient.

Competitors

PRICEWATERHOUSE COOPER LTD



Imagine the power of 160,000 people with a common purpose ² building relationships thatcreate value for you and your business. This is PwC. Every day, our people work with you to

buildthe value you are looking

PWC start by getting to know people. People do the talking, Theydo the listening. Our tailored

solutions will help you meet the challenges and opportunities of doing business in the USmarket, and beyond.

We bring a global perspective along with in-depth knowledge of local, state and US issues. In1998, Price Waterhouse and Coopers & Lybrand merged to create PricewaterhouseCoopers. We

have a long history of delivering value-added professional services to our clients. Our accounting practice originated in London during the mid-1800's.

PwC focuses on audit and assurance, tax and advisory services. Additionally, in the US, PwC

concentrates on 16 key industries and provides targeted services that include ² but are notlimited to ² human resources, deals, forensics, and consulting services. We help resolve

complex issues and identify opportunities.

Our reputation lies in building lasting relationships with our clients and a focus on deliveringvalue in all we do. We share our knowledge and expertise to help you reach the goals you set for

your business.

K PMG

K PMG is one of the largest professional services firms in the world and one of the Big Four auditors, along with Deloitte, Ernst & Young (EY) and PwC. Its global headquarters is located

in Amstelveen, Netherlands.

KPMG employs 138,000 people and has three lines of services: audit, tax, and advisory.

The firm was established in 1870 when William Barclay Peat formed an accounting firmin London. In 1877 accountancy firm Thomson McLintock opened an office in Glasgow

[4]and in

1911 William Barclay Peat & Co. and Marwick Mitchell & Co. merged to form Peat Marwick Mitchell & Co, later known as Peat Marwick.

Each national KPMG firm is an independent legal entity and is a member of KPMG InternationalCooperative, a Swiss entity registered in the Swiss Canton of Zug. KPMG International changed

its legal structure from a Swiss Verein to a co-operative under Swiss law in 2003.



ERNST & YOUNG

Ernst & Young (EY) is one of the largest professional services firms in the world and one of the Big Four auditors, along with Deloitte, KPMG andPricewaterhouseCoopers (PwC).

Ernst & Young is a global organization of member firms in more than 140 countries,headquartered in London, UK.It was ranked by Forbes magazine as the 9th largest private

company in the United States in 2010.

Ernst & Young is the result of a series of mergers of ancestor organizations. The oldest

originating partnership was founded in 1849 in England as Harding &Pullein. In that year thefirm was joined by Frederick Whinney. He was made a partner in 1859 and with his sons in the

business it was renamed Whinney Smith &Whinney in 1894.

EY is the most globally managed of the Big Four firms. EY Global sets global standards andoversees global policy and consistency of service, with client work being performed by its

member firms. Each EY member country is organised as part of one of four areas:[12]

EMEIA: Europe, Middle East, India and Africa

Americas

Asia-Pacific

Japan

Each area has an identical business structure and one management team that is led by an AreaManaging Partner is part of the Global Executive board.



E-BUSINESS STRATEGIES

Supply chain management: effective management of the supply chain can be handled with the

help of e-business strategies, which will ensure better coordination between the wholesalers andthe retailers of various products. Better integration of the supply chain right from the source till

the final delivery of the product can be effectively implemented using e-business strategy. This

also brings us to the point of e- commerce where a parallel network of buying and selling can be

observed using dissemination of information over the Internet. Everything ranging from

automobiles to electronic gizmos can be bought over the Internet in a hassle free manner under

the aegis of sound supply chain management.

Customer service and customer relationship management: effective e-business strategies

would involve better customer service and customer relationship management ensuring the

highest level of consumer satisfaction. E business is targeted at providing the customer-friendlyservices, which would include the timely delivery of goods right at the doorstep of the consumer.

Inventory and service management integration: e business strategies can also help in better

inventory and service management integration through formulating specific plans for inventory

accumulation and purchasing machinery and equipment which will avoid unnecessary purchases

which can lead to higher expenditures entailing different tax implications.

Tactical operations alignment: tactical operations directed towards short-term goals as opposed

to strategic planning aimed at long term goals can be better coordinated implementing the e-

business

E-business diverges from the traditional sphere of business by speeding up the business activities

and giving a totally new dimension and definition to businesses worldwide be it whether

partnerships, joint ventures or large corporations. The internet, intranet, cellular networks and

other forms of digital technology have created a niche value chain among clients, employees,

suppliers, stakeholders and traders coordinated in the world of web marketing. The tools and

pillars of e-business strategies include acceptance of payments over the Internet, online

advertising, on-line trading and auction deals over the Internet. E-business strategies will also

differ for small and medium-sized businesses. Apart from regular sources, e-business strategies

can generate revenue from maintenance of current channel integrity, revenue made from paidmarketing alliances, revenues derived from franchisees and subscriptions.



m-commerce (mobile commerce)

Mobile Commerce refers to wireless electronic commerce used for conducting commerce or business through a handy device like cellular phone or Personal Digital Assistant (PDAs). It is

also said that it is the next generation wireless e-commerce that needs no wire and plug-in

devices. Mobile commerce is usually called as µm-Commerce' in which user can do any sort of transaction including buying and selling of the goods, asking any services, transferring theownership or rights, transacting and transferring the money by accessing wireless internet service

on the mobile handset itself.

The next generation of commerce would most probably be mobile commerce or m-commerce.Presuming its wide potential reach all major mobile handset manufacturing companies are

making WAP enabled smart phones and providing the maximum wireless internet and webfacilities covering personal, official and commerce requirement to pave the way of m-commerce

that would later be very fruitful for them.

Advantage of m-Commerce

M-commerce has several major advantages over its fixed counterparts because of its specific

inbuilt characteristics such as ubiquity, personalization, flexibility, and distribution, mobilecommerce promises exceptional business market potential, greater efficiency and higher

fruitfulness.

Thus it is not surprising that mobile commerce is emerging much faster than its fixedcounterpart. M-commerce is more personalized than e-commerce and thus needs a gentle

approach to appraise m-commerce applications.

Areas / Uses of m-commerce

In the current commerce industry, mobile commerce or M-Commerce has been entered in

finance, services, retails, tele-communication and information technology services. In thesesectors, M-Commerce is not only being widely accepted but also it is being more used as a

popular way of business/ commerce.

Finance Sectors

Mobile Commerce works vastly in finance sector including all big and major financial institutes,

banks, stock market and share brokers. Whenever any user needs money or wants any sort of

banking and finance related services, he/she can access the services or register services via voicecalling or via Short Message Services (SMS) services. WAP based mobile handsets allow theuser to access the official website of the institute.

User can transact money or transfer money, or pay the bill from its bank account using mobile

commerce facilities. Banks also provide round the clock customer care services, which can beused any time through voice calling. Some customer care services are also provides non-voice

services on mobile that is known as insta-alert facility.



While in the stock market, the user can access the stock market quotes and get in live touch withcurrent trading status on its mobile in two forms either voice (customer assistance) or non-voice

(sms alerts) or both.

The share broker sends market trends and tips of trading on their clients' mobile. Also broker can

suggest the appropriate stock for intra-day trading to their users.

Telecommunication Sectors

Mobile has played a giant role in communication technology through its versatility andsuperiority. The ubiquity and easy usage has further made it extremely popular across the globe.

It has already surpassed the fixed phone in the world. Software platform is essential for operatingany mobile and this tool has revolutionized the communication world because of its functioning

as a small computer.

The booming popularity has forced the corporate world to develop a new commerce platform

that can reach to masses. Mobile commerce has attracted massive traffic because of its uniquecharacteristics. The user can change the service of any financial institute or banks if gets better product and service or user is unsatisfied with the service of the subscribing company.

Besides this several bills can be paid using mobile and user can also check the available balance,

the status of cheques, the status of requested processing and customer care support.

Several dealings can be handled through mobile phones.

Service / Retail sectors

Service and Retail sectors are also among the leading sectors, which have nurtured most frommobile commerce. M-Commerce has proved a major boon for these sectors. Several businessdealings no matter how big or small are being finalized on the mobile phone. Customer would be

able to book the order, can hire carrier/courier services and above all could also pay the duesrelated to it through mobile.

Information Sector

After the bursting of dotcom bubble, e-commerce has gone downwards to hell. But the evolutionof mobile commerce has again worked as ambrosia for them. A separate sector has been evolved

to exercise on this field for the IT experts. The webmasters have skilfully exploited this new area

of IT-enabled commerce.

In the IT field, mobile commerce has been used massively to deliver financial news, stock

updates, sports figures and traffic updates and many more onto a single handheld deviceµmobile'.



History of m-commerce

Despite of huge popularity of mobile commerce, it is yet in the initial stage and can be further expand in to all the fields, which affect the human life. The assumption of mobile commerce is

not so young as it mushroomed so early from adopting this technology.

It initially begins with the use of wireless POS (Point Of Sale) swipe terminals and has sincethen made its way into cellular phones and PDA's (Personal Digital Assistants). The first

enabling m-commerce technologies were presented through Wireless Application Protocol(WAP) and i-mode mobile Internet service. WAP builds on digital phone technology and first

emerged on 2.5 G phone technology that allowed users to browse the Internet. This technologycemented the way of m-commerce, which has strongly developed on 3G-phone technology.

Nokia has first introduced m-commerce application software Nokia toolkit version 4.0.

The future of m-Commerce seems extremely bright because several experiments are going on to

introduce the upgraded version of mobile likely to emerged with the evolution of 4G mobile

technology.

m-commerce in India

In India, Mobile Commerce is still in the development phase as the use of mobile phones for

carrying out transactions is very limited. However, the development is taking place at a nicespeed and in the coming years, Mobile Commerce is most likely to make its presence feel as

companies and businesses have started understanding the benefits of Mobile Commerce.

Some of the companies have even incorporated this technology. Airtel, ICICI, Reliance are someof the companies/businesses that are using this technology as their users are allowed to make

limited purchases from their phones. For now, the users are mainly allowed to pay phone bills,utility bills, book movie tickets, book travel tickets with their cell phones. However, more

services will be introduced in coming years. Security is one of the main concerns of MobileCommerce as it¶s very important to offer secure transactions and this is the reason why Mobile

Commerce is still in the development phase in India.

For now, users are mainly allowed to do Mobile Banking i.e. to access the bank account with acell phone in order to pay the utility bills. With the current rate of development, users will be

soon allowed to purchase products, advertise, to take part in auctions and pay bills with the helpof a cell phone, while they are on the move.

The essentials for the success of m-commerce in India

Even as we were marveling at the way Internet has changed our lifestyles, the increasing

popularity of the mobile phone and developments in mobile technology have heralded a new erain mass communication and commerce for the masses. Touted as the next generation of e-

commerce, mobile commerce (m-commerce) enables users to access the Internet without theneed to find a place to plug in. A vast segment of the population who neither had a landline nor a

bank account (unbanked) against their name have made a generation leap and not only do theyown a mobile handset, but are now well poised to transact on their mobile phone. And this is a



reality today, thanks to a progressive regulatory regime, huge capitals outlays for network expansion by telcos, reduced tariffs and consistent reduction in the cost of mobile handsets.

Having said this, should one write the fate of m-commerce on the lines of e-commerce which is

used by only 5% of the total Indian population for transactions? Will m-commerce too burst after

a rapid boom? Not really. The mobile penetration is at ten times of the PC penetration and isexpected to become 1 bn by 2014. The mobile channel has provided a rare opportunity not onlyto leapfrog years of poor infrastructure development but also in bypassing geographical

constraints to bring massive benefits and lifestyle changes to millions of under-served peopleacross India. The average Indian does not own a PC, but the chaiwala, the taxiwala, the farmer,

the housewife, the kabadiwala, just about everyone, has a monthly budget to keep their mobile phone alive.

There is this school of thought that the existence of a huge unbanked population and the lack of

credit card penetration will hinder the growth of m-commerce in India. I don't subscribe to thisschool. And my reasoning stems out of my interactions with various global m-commerce players,

over these years. Let us take markets like Vietnam and even Cambodia, for instance, which aremuch poorer economies as compared to India and have much lesser credit card population and

yet, m-commerce has already evolved in these countries.Given the above, can we then say m-commerce will be a definite success in India? Well, a

straightforward answer will be difficult and the reason being-the industry is in its nascent stageand is evolving every passing day. So, it will be difficult for anyone to conclude on the success

or failure, as yet, of m-commerce in India. Well, if one were to draw a 'menu card' of what couldmake or lead to the success of m-commerce in India then each one of the stakeholders in the

ecosystem viz, content developers, telcos, regulators, banks & financial institutions, users(consumers) and even the media has a definitive role to play.

Growth of Mobile Commerce in India

Mobile Commerce services are evolving rapidly in India due to the coming together of mobile

service providers, banks and payment service providers to offer more products and secure

transactions through mobile networks.

While eCommerce is limited to PC users only, Mobile Commerce is open to almost everyone

with a cellphone and mobile connection. Mobile Commerce is expected to grow because the

mobile usage and ownership penetration is more than 4 to 5 times than a PC and growing at a

very fast rate.

With mobile commerce offerings expanding, customers in India have the hand-held convenience

of using their mobile phones for making payments for taxi fares and recharging prepaid phone

cards.

Emerging Services of Mobile Commerce in India



1. Increased mobile penetration and use of GPRS on handsets has resulted in the digital

downloads market to cross Rs.2.55 Billion by end of March 2008.

2. Monetary transfers or transactions through mobile phones are found to be much cheaper than

traditional bank transfers as the transaction costs are much lower in the former.

3. Innovative solutions for daily use such as payment of auto or taxi fares

4. Inter-bank transfers services are also on the anvil. ICICI Bank Ltd, India¶s largest private bank, has already started offering all its services through mobile phones (called mobile

banking) since January 2008. Standard Chartered bank has launched a service that enables

money transfer from any ATM to any mobile phone across the country. The recipient

receives a pin number on his or her mobile phone and the sender has to convey the order

number to the recipient. Using these two the recipient can withdraw money from the bank¶s

ATM¶s.

5. Feasibility studies are being conducted to offer mobile commerce to microfinance firms to

enable them collect payments from remote areas.

Challenges faced by Mobile Commerce in India

1. Security of transactions through Mobile Commerce: The biggest challenge to Mobile

Commerce is the security of payment through mobiles. Mobile Commerce Services like the

mobile wallet which helps make payments at retail outlets through text messages have been

hindered by the guidelines issued by the Reserve Bank of India due to security concerns.

Mobile Payment Service Providers like ObopayInc and mChek India Payment Systems Pvt. Ltd

are planning on services that would work within the RBI prescribed guidelines like bank

account-linked services and mobile debit cards.

2. The other challenges faced by Mobile Commerce are ± the speed of GPRS and user interfaces.

m-payment

M-payment (mobile payment) is a point-of-sale payment made through a mobile device, such asa cellular telephone, a smartphone, or a personal digital assistant (PDA). Using m-payment, a

person with a wireless device could pay for items in a store or settle a restaurant bill withoutinteracting with any staff member. So, for example, if a restaurant patron wanted to pay quickly

and leave the restaurant on time to get to an appointment, the bill could be paid directly from thetable - without waiting for a server to bring the check. The patron would simply connect to the

cash register with a wireless device, punch in the table number and bank personal identificationnumber (PIN), and authorize payment. According to Orange Mobile Payment (a Danish

company), the entire transaction should take no more than 10 seconds.The earliest m-payment trials were based

on the wide area network (WAN) used for cellular phones. That meant, however, that users had

to pay cell phone charges to make a payment, and also had to punch in long sequences of digitseach time. Other technologies tested enable less cumbersome procedures. Palm and Verifone will



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