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					Portal

Lu Xu



         1
What is a portal?
   A site with instantaneously enhances
   interactions between members and
   organizations and it offers personalized
   services and attention.




                                              2
Portals’ Functions
   Give members access to email, chats,
   forums, calendars, news and
   customized information
   Allow members to conduct e-commerce
   activities in a secure environment
     Auctions
     Banking
     Fund transfer

                                          3
Portals’ Functions
   Allow business-to-business and
   business-to-consumers transactions
     Shopping Cart
     On-line reservation




                                        4
Where are portals located?
    Internet Users      Portals are positioned
     Access Device      between the browser and
                        the web Content.
       Network

         ISP

       Browser

               Portal

     Web Content

    Internet Users
                                                  5
Evolution of Portals – Search Engines
 Value Creation                  Personal
                                 Agents
                                            Search engines
                                              Enter Keywords
                      Microportals
                      •Yahoo Messenger        Select the
              Vertical Portals                destination from a
              •Women.com
              •Bulbs.com
                                              list of results.
                                               • www.altavista.com
      Horizontal Portals
      •Yahoo                                   • www.excite.com
      •AOL

 Search Engine
 •Alta Vista
 •Excite
                           Time
                                                                     6
Evolution of Portals – Horizontal Portals
                                               Multifunctional space for
 Value Creation                     Personal   navigation, information,
                                    Agents
                                               communication and commerce.
                          Microportals         Basic functionality
                          •Yahoo Messenger       A search engine
                 Vertical Portals                Various directory services
                 •Women.com                      A web-mail concentrator
                 •Bulbs.com
                                                 E-fax
        Horizontal Portals                       Chatrooms
        •Yahoo                                   Instant messaging
        •AOL                                     Free homepages
 Search Engine
 •Alta Vista                                   Newer features
 •Excite                                         Voice chat
                                                 Unified messaging
                            Time
                                                 Community shops
                                                                              7
Evolution of Portals – Vertical Portals
 Value Creation                            Center on specific
                                Personal
                                Agents


                        Microportals
                                           topics
                        •Yahoo Messenger
                                           Designed to search
                 Vertical Portals
                 •Women.com
                                           for in-depth
                 •Bulbs.com                information that fits
        Horizontal Portals
        •Yahoo                             people’s particular
        •AOL
                                           interests
                                             www.autobytel.com
 Search Engine
 •Alta Vista
 •Excite

                             Time
                                                                   8
Horizontal Portals Vs Vertical Portals

News   Sports    Travel     Finance    Entertainment
                                        music/video
                                                         Other    Classified   Directories   Chat
                                                       Commerce
                Holiday/
                 Flight
                 info.                Horizontal Portal
                                      e.g. www.yahoo.com

                Bookings              Vertical Portal
                                      e.g. www.travelocity.com


                Insurance
                 Car Hire
                   Etc.

                                                                                             9
Evolution of Portals -- Microportals
Value Creation                     Personal   Small applications that sit separately
                                   Agents     on your desktop
                                                 Yahoo messenger
                        Microportals
                        •Yahoo Messenger         AOL Instant Messenger
                Vertical Portals              Give you instant access
                •Women.com                       Content (Weather, News)
                •Bulbs.com
                                                 Communication and commerce services
      Horizontal Portals                         (Instant messaging, Classifieds, Shoppings)
      •Yahoo
      •AOL                                    Provide one-click access to integrated
Search Engine                                 services without interfering with web
•Alta Vista                                   browsing (www.amazon.com )
•Excite
                                              Become highly personalisable and
                          Time                keep a horizontal focus
                                                                                   10
Compare Two Horizontal Portals: Yahoo
and AOL – Similarity
   Search engine services
   Numbers of site links and subject
   categories (e.g. Computer,
   Entertainment, and sports)
   Access to online shopping
   Communication services
   News feeds
                                       11
Compare Two Horizontal Portals: Yahoo
and AOL – Differences
   Different way to access portals
    www.yahoo.com             www.aol.com
    You can access         Hybrid models, in
    content provided by    which the ISP bundles
    companies either       parts of the access
    directly from the      device with the
    companies’ site or     network, the access
    through a portal       service, the browser,
                           and the portal.
                                              12
Compare Two Horizontal Portals: Yahoo
and AOL – Differences
   Service to different customers
     www.yahoo.com                www.aol.com
                            Only AOL members can use
    Public Internet, free   email system, and have to pay
    to every one            monthly fee for Internet access.
    Different visions of    Public can use free functions like
                            MYAOL to personalize the pages.
    languages
                            Also have different visions of
      Chinese               language but not as many as
      French                Yahoo has
      German
                                                         13
Compare Two Horizontal Portals: Yahoo
and AOL – Differences
    Different index page layout
    www.yahoo.com                             www.aol.com
 It has all the tools you’d expect from   In the center of the index page a
 a portal.                                form for AOL members login
     A personalized homepage              their email system
     E-mail
                                          Shopping links, a search engine,
     Chat rooms
                                          a few ads at the tops and
 There are so many links for the          category links.
 categories All the sites are chosen
 by the company’s staff, not by           The news link very small, hardly
 automated search engine.                 to see but when you enter your
 The latest news titles clearly on the    personalize page, you will know
 right side of the index page. News       that your news is chosen among
 headlines link to a huge variety of      30 sources and categories
 respected sources.                                                  14
Conclusion for Yahoo and AOL
   I like Yahoo
     Check email free and convenience
     Good navigation, I wouldn’t be lost.
     Good search engine, I could find what I want
     Easy to use another language to check local news
      • Chinese
   I like AOL
     Chat rooms and instant messaging are well
     integrated.
      • You can send mail and files through AOL Instant
        Messenger.
                                                          15
Compare Vertical Portals: edu.com and
journeyed.com – Similarity
   Both are online stores for education use
   Both sell software and computer books for
   different companies
     Adobe
     Macromedia
   Same customers
     College / high school students
     Faculty / staff
     Schools
                                           16
Strategies for www.edu.com
   Offer eduCoupon for customers and list
   all products that have the manufactory
   rebates
   Offer a partnership program for higher
   education institutions
   Offer student loan and financial advice


                                         17
Strategies for www.journeyEd.com
   Offer affiliates program that allows you
   to sell your products through its website
   and you also can get discount to buy
   journeyed.com products
   Offer Campus Rep Program to attract
   students to become sale representative
   for journeyed.com

                                           18
Conclusion for edu.com and
journeyed.com
   I like edu.com
     Lower price
     For example
      • Dreamweaver / Fireworks 4.0 Studio for PC
        from Macromedia
         – Edu.com : $138.95
         – Journeyed.com: $148.95
   I will buy the product from those who
   offer lower price.

                                                    19
Five Standards for good Portals
    Portals are customizable by both the
    providers and the consumers. You
    choose what portal modules you
    would like to offer and the users
    choose what they would like to adopt.
    Portals are scalable. You can add or
    change the features of the Portal
    modules
                                        20
Five standards for good Portals
   They foster community & loyalty among
   users.
   Portals create opportunities to understand the
   users' needs and allows the marketing of
   specific products and services, which are
   relevant to them.
   Portals provide a simple and secure way of
   managing a site with different customizable
   tools.
                                               21
That’s all.


Thank You



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posted:10/2/2011
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