M.Com IVth Semester Course - MC 4.

E-COMMERCE
LESSONS 1- 10

By:-
Prof. Aman Kumar Sharma
Computer Science Department,
H.P. University, Shimla

(NAAC Accredited “A” Grade University)

INTERNATIONAL CENTRE FOR DISTANCE EDUCATION AND OPEN
LEARNING
HIMACHAL PRADESH UNIVERSITY, SHIMLA.
 INDEX

Contents Page No.

Syllabus iv
Chapter 1 Introduction to E-Commerce 1
1.1 Introduction 1
1.2 Meaning of electronic commerce 2
1.3 Business applications of e-commerce 5
1.4 Benefits of e-commerce 9
1.5 Limitations of e-commerce 14
Questions 17
Chapter 2 Business models in e-commerce 18
2.1 Introduction 18
2.2 Comparison with traditional commerce 18
2.3 Business models 24
Questions 31
Chapter 3 Electronic Payment System 32
3.1 Introduction 32
3.2 Definition 33
3.3 Entities 34
3.4 Phases in e-payment 35
3.5 Classification of Payment Systems 36
3.6 Payment schemes 37
3.7 Offline and Online 46
Questions 50
Chapter 4 E-Banking 51
4.1 Introduction 51
4.2 Concept 51
4.3 Operations 54
Questions 64
Chapter 5 Marketing 65
5.1 Introduction 65
5.2 Online advertising 65
5.3 Benefits of online advertising 67
5.4 Disadvantages of online advertisements 68
5.5 Types of Online Advertising 70
Questions 77
Chapter 6 Search engine 78
6.1 Introduction 78
6.2 Search Engine as an advertising media 79
6.3 Working of search engine 79
6.4 Search engine marketing 83
6.5 Tools for search engine advertising 83
6.6 Search engine optimisation 85
6.7 SEO concept & techniques 85
Questions 90
Chapter 7 Email Marketing 91
7.1 Introduction 91
7.2 Email Marketing 91
7.3 Social Networking and Marketing 93
7.4 Promotion & Opinion 95
7.5 Viral marketing 96
7.6 E-retailing 97
7.7 Methods for E-retailing in Global Online Market 97
7.8 Advantages of E-retailing 98
7.9 Limitations of E-retailing 98
Questions 102
Chapter 8 CRM and Information Technology 103
8.1 Introduction 103
8.2 CRM software 103
8.3 Role of information technology in CRM 105
8.4 Tools to conduct online research 107
8.5 Secondary research 109
8.6 Online focus groups 110
8.7 Web based surveys 111
8.8 Design Guidelines for Web-Based Surveys 112
8.9 Data mining from social networking sites 112
Questions 116
Chapter 9 Enterprise resource planning and security issues 118
9.1 Introduction 118
9.2 Characteristics of ERP System 119
9.3 Functional Areas of ERP 120
 9.4 Security Issues in e-commerce 121
9.5 Tools to provide secure e-commerce 124
9.6 Cyber Law 125
9.7 Need for cyber law 126
9.8 Cyber Crimes / Cyber Frauds 127
9.9 Definition of cyber crime 128
9.10 Types of cyber frauds 129
Questions 142
Chapter 10 Information technology act, 2000 144
10.1 Information Technology Act 2000 144
Preliminary 145
Digital signature 149
Electronic governance 150
Attribution, acknowledgment and despatch of electronic records 153

Secure electronic records and secure digital signatures 155

Regulation of certifying authorities 156

Digital signature certificates 163

Duties of subscribers 166

Penalties and adjud1cation 168

Offences 177

Questions 182

Assignments 183
 SYLLABUS
MC 4.5
E-COMMERCE
Course Contents
Max.Marks 80
Internal Assessment 20
Unit I
Introduction to E-Commerce: Meaning of electronic commerce, business applications of e-
commerce, comparison with traditional commerce.
Business models in E-Commerce- e-shops, e-procurement, e-auctions, value chain integrators,
information brokerage, telecommunication, collaboration platforms, etc, electronic payment system.
Unit II
E-Banking-concept, operations. Online fund transfer, RTGS, ATM etc, Online share market operations.
Online Marketing and web based advertising, - concept, and advantages. Types of online
advertisements.
Unit III
Search Engine- as an advertising media, search engine optimization- concept and techniques,
e-mail marketing, social networking and marketing- promotion, opinion etc. Viral Marketing, E-
retailing concept, advantages, limitations. CRM and Information technology, Tools to conducting
online research- secondary research, online focus groups web based surveys, data mining from
social networking sites.
Unit IV
Enterprise resource planning –Security issues in e-commerce- online frauds, privacy issues,
cyber laws including Information Technology Act.
Note: - There will be nine (9) questions in all. The first question is compulsory and consists of ten (10)
short questions having two (2) marks each the candidate will be required to attempt one
question from each unit and each question carries fifteen (15) marks.
For students of correspondence courses the paper will be of 100 marks spread as 20 marks
including the compulsory question.
References
1. Bajaj, Kamlesh K and Debjani Nag: E-Commerce – The Cutting Edge Of Business, Tata
McGraw Hill (P) Ltd. New Delhi.
2. Greenstein: Electronic Commerce, Tata McGraw Hill (P) Ltd. New Delhi.
3. Leon, Alexis: Fundamentals of Information Technology, Vikas Publication House (P) Ltd.,
New Delhi.
4. Mansfield, Ron: The Compact Guide to Microsoft Office, BPB Publication, Delhi.
5. Norton Peter: Introduction to Computer 4/E, Tata McGraw Hill (P) Ltd. New Delhi.
Saxena Sanjay: A First Course in Computer, Vikas Publication House (P) Ltd., New Delhi.
 Chapter 1
INTRODUCTION TO E-COMMERCE

Objectives:
 Introduction
 Meaning of electronic commerce
 Business applications of e-commerce
 Benefits of e-commerce
 Limitations of e-commerce
1.1 Introduction
E-commerce is conducting business online. Selling goods and / or buying goods electronically using
software programs. Web sites exist that run the main functions of an e-commerce web site, including
product display, online ordering and inventory management. The software resides on a commerce
server and works in conjunction with online payment systems to process payments. Since these
servers and data lines make up the backbone of the internet, in a broad sense, e-commerce means
doing business over interconnected networks.
E-Commerce or Electronics Commerce is a methodology of modern business which addresses the
need of business organizations, vendors and customers to reduce cost and improve the quality of
goods and services while increasing the speed of delivery. E-commerce refers to paperless exchange
of business information using following ways.
 Electronic Data Exchange (EDI)
 Electronic Mail (e-mail)
 Electronic Bulletin Boards
 Electronic Fund Transfer (EFT)
 Other Network-based technologies
1.2 Electronic commerce
The definition of e-commerce includes business activities that are business-to-business (B2B),
business-to-consumer (B2C), consumer-to-business (C2B), consumer-to-consumer (C2C), extended
enterprise (also known as "newly emerging value chains"), digital commerce (d-commerce) and mobile
commerce (m-commerce). E-commerce is a major factor in the U.S. economy because it assists
computing companies with many levels of current business transactions, as well as creating new online
business opportunities that are global in nature.
B2B (Business-to-Business): Companies doing business with each other such as manufacturers selling
to distributors and wholesalers selling to retailers.
B2C (Business-to-Consumer): Interactions relating to the purchase and sale of goods and services
between a business and consumer—retail transactions. Businesses selling to the general public
typically through customized software.
C2B (Consumer-to-Business): A consumer attempts business transaction by selling a product to a
business man. For example, a consumer posts his project with a set budget online and within hours
companies review the consumer's requirements and bid on the project. The consumer reviews the bids
and selects the company that will complete the project.
C2C (Consumer-to-Consumer): There are many sites offering free classifieds, auctions and forums
where individuals can buy and sell thanks to online payment systems like PayPal where people can
send and receive money online with ease. eBay's auction service is a great example of where person-
to-person transactions take place every day since 1995.
D-commerce is a type of e-commerce used by an organization that delivers and sells products online.
D-commerce is used by companies that sell news, subscriptions, documents or any form of electronic
content and the digital commerce company collects payments, handles customer refunds and billing
and manages other accounting functions for online publisher clients. D-commerce is considered a form
of e-commerce because it deals with the exchange of electronic goods. The pay-as-you-go model is
applied to digital commerce. Customers start an account with a digital commerce company and can
purchase text and content from publishers, but they only have to relay their financial information once.
This makes for a more secure online environment. Publishers of books, news, magazines, white papers
and academic research papers are big users of digital commerce. Some digital commerce companies
resell publishers' content. This form of business can be very profitable for publishers and digital
commerce companies.
M-Commerce, is about the explosion of applications and services that are becoming accessible from
Internet-enabled mobile devices. It involves new technologies, services and business models. It is quite
different from traditional e-commerce. Mobile phones impose very different constraints than desktop
computers. They follow you wherever you go, making it possible to look for a nearby restaurant, stay in
touch with colleagues, or pay for items at a store. M-commerce is the buying and selling of goods and
services through wireless handheld devices such as cellular telephone and Personal Digital Assistants
(PDAs).
It can be summarized that business to business or B2B (vendor doing financial transaction with another
vendor), business to consumer or B2C (consumer buying a product using internet) and consumer to
consumer or C2C (consumer selling a product to another consumer) are different forms of ecommerce.
Few examples of e-commerce:
• accepting credit cards for commercial online sales
• generating online advertising revenue
• trading stock in an online brokerage account
• driving information through a company via its intranet
• driving manufacturing and distribution through a value chain with partners on an extranet
• selling to consumers on a pay-per-download basis, through a Web site
Rather, e-commerce is execution of any financial transaction with the use of electronic network. There
are numerous ways of expressing the concept of e-commerce:
E-commerce (electronic commerce or EC) is the buying and selling of goods and services, or the
transmitting of funds or data, over an electronic network, primarily the internet.
In other words, the buying and selling of products and services in business by vendors and consumers
through an electronic medium, without using any paper documents.
E-commerce is widely considered as buying and selling of products over the internet, further any
transaction that is completed solely through electronic measures can be considered e-commerce.
Self-Check Exercise
Question I:
Is D-commerce a type of e-commerce used by an organization that delivers and sells products
online? (True/False)
Question II:
eBay's auction service is a great example of ___________.
Question III:
 D-commerce is a form of e-commerce. (True/False)
1.3 Business applications of e-commerce
Various applications of e-commerce are continually affecting trends and prospects for business over
the Internet, including e-banking, e-tailing and online publishing/online retailing. The most common e-
commerce applications are as follows:
1. Manufacturing Sector
2. Wholesale Sector
3. Retail Sector
4. Service Sector
5. Marketing
6. Finance
7. Auctions
8. Banking
9. Electronic tickets
1. Manufacturing
Manufacturing can be defined as the process of collecting and then converting raw materials into
finished, qualitative goods or products for the consumers. Manufacturing requires a web of various
components, contracts personnel etc working intricately together and in synch in order to produce
goods or services. Manufacturing requires components, assemblies, transportation, storages, paper
works, etc. e-commerce applied to the supply chain management process helps in reducing the overall
costs drastically and improves quality and efficiency by automating most of the supply chain. Hence, e-
commerce is useful in the supply chain operations of a company. Some companies form an electronic
exchange by providing together buy and sell goods, trade market information and run back office
information such as inventory control. This speeds up the flow of raw material and finished goods
among the members of the business community. Various issues related to the strategic and competitive
issues limit the implementation of the business models. Companies may not trust their competitors and
may fear that they will lose trade secrets if they participate in mass electronic exchanges.
2. Wholesale
Selling goods or products in large quantities to anyone other than the consumers, take for example the
retailers, industrial/ commercial or other business users or even distributors are known as wholesalers.
Physical assembling, sorting & grading goods in large lots, breaking bulk, repacking and redistributing
in smaller lots is all a part wholesale. E-Commerce benefits wholesalers in various ways such as:
 Reduced operating costs, access to accurate and correct information on time & quick
responses helps in qualitative and efficient decision making.
 Ability of access to global marketing in less time and by consuming less effort.
 Gaining and catching up to the competitive edge held by foreign wholesalers such as MNC’s.
 Offers a wide and extensive range of information, intermediary and business services.
3. Retail
Selling of goods and services to the consumers for their personal consumption and use is known as
retailing. Retailers provide a link between the consumers and the manufacturers and add value to the
product and service by making their sales easier. They even provide extra services from personal
shopping to gift wrapping and home delivery.
E-Commerce has a number of applications in retail and wholesale. E-retailing or on-line retailing is the
selling of goods from Business-to-Consumer through electronic stores that are designed using the
electronic catalogue and shopping cart model. Cybermall is a single website that offers different
products and services at one internet location. It attracts the customer and the seller into one virtual
space through a web browser.
People can now sit at their computers, open the website they desire to do so and browse the
catalogues put up by the company (retailer), choose their product and either pay for it online itself or on
delivery. Having your store online helps drastically in cost cutting as companies don't need to purchase
stores, they can cut down on staff, provide services to a much wider audience, etc.
4. Service sector
It involves basically the provision of all services such as distribution and sales of goods to other
businesses and consumers such as pest control, entertainment and even services such as
transportation. It also includes the public utilities and the soft parts of the economy such as insurance,
banking, education, insurance, etc. The service sector focuses mainly on people to people services.
Services are intangible, it’s extremely difficult to make customer understand and aware about their
benefits. Quality of services depends solely on the quality of the individual providing the services.
e-commerce helps in improving and increasing the speed of transactions, reduces management
expenditure, increases efficiency and increases competitiveness.
It helps the insurance, banking and mainly all the financial sectors, real estate, telecommunications,
tourism, logistics and postal services. E-commerce also helps services gain a competitive advantage by
providing strategies for differentiation, cost leadership and customer satisfaction.
5. Marketing
Data collection about customer behaviour, preferences, needs and buying patterns is possible through
web and e-commerce. This helps marketing activities such as price fixation, negotiation, product
feature enhancement and relationship with the customer. Future prediction about the trend of sale can
be estimated.
6. Finance
Financial companies are using e-commerce to a large extent. Customers can check the balances of
their savings and loan accounts, transfer money to their other account and pay their bill through on-line
banking or E-banking. Another application of E-Commerce is on-line stock trading. Shares can be sold
or purchased online using websites designed for this purpose. Such web sites are linked to stock
exchanges. Many Websites provide access to news, charts, information about company profile and
analyst rating on the stocks.
7. Auctions
Customer-to-Customer E-Commerce is direct selling of goods and services among customers. It also
includes electronic auctions that involve bidding. Bidding is a special type of auction that allows
prospective buyers to bid for an item. For example, airline companies give the customer an opportunity
to quote the price for a seat on a specific route on the specified date and time.
8. Banking
A more developed and mature e-banking environment plays an important role in e-commerce by
encouraging a shift from traditional modes of payment (i.e. cash, cheques or any form of paper-based
legal tender) to electronic alternatives (such as e-payment systems). E-banking provides better tracking
mechanism of financial transactions. E-bank provides the facility of transferring money from an account
to another electronically.
9. Electronic tickets
Tickets can be bought for trains, aeroplanes, movies, theatres, parks, auditions, games etc. by making
payment using credit cards, debit cards and internet banking. The soft copy of the ticket is sent digitally
in return and at times the ticket can even be sent by postage.
Thereby the applications of e-commerce are in the domain of any sale and purchase of goods and
services for which the payment has been made electronically. Some more examples are, Document
automation in supply chain and logistics, Domestic and international payment systems, Enterprise
content management, Group buying, Print on demand, Automated online assistant, Newsgroups,
Online shopping and order tracking, Online office suites, Shopping cart software, Teleconferencing,
Social networking and Instant messaging.
Self-Check Exercise
Question IV:
Process of collecting and converting raw material into finished goods is known as __________.
Question V:
Selling goods and products in large quantities is called ___________.
Question VI:
Selling of goods and services is known as Retailing. (True/False)
Question VII:
Data collection about customer behaviour is called ________.
Question VIII:
Tickets can be bought for trains, movies, buses etc. by making payment using Debit card /
Credit card. (True/False)
1.4 Benefits of e-commerce
E-Commerce uses the technology of digital information processing and electronic communications
through internet in business transactions that helps in facilitating and redefining the relationships
between or among organizations and between organizations and individuals for value creation. Multiple
benefits are provided by E-commerce to the consumers in form of availability of goods at lower cost,
wider choice and saves time. Internet is treated as a functional and operational medium for consumers,
business owners, information seekers and entrepreneurs. E-Commerce sales would rise in the years to
come with the increasing availability of broadband internet services combined with new applications.
E-commerce has several advantages:
1. Conduct business 24 x 7
E-Commerce can operate all day every day. Physical shop does not need to be open for
customers and suppliers for doing business electronically.
2. Reduce cost to buyers
Electronically open market places will increase competition and reduce buyers cost.
3. Reduced cost to the suppliers
The ability to access online databases of bid opportunities, to submit bids electronically and to
review awards online will reduce supplier's costs
4. Create new markets
The ability to reach potential customers easily and cheaply will create new markets.
5. Easy market entry
Market entry will be easier when geographic limits are no longer relevant.
6. Increase in variety of goods
 As the market will expand, the variety of goods available shall also expand.
7 Reduce inventories
Electronically linking the demand for goods and services through just-in-time inventory and
integrated manufacturing techniques will allow companies to maintain reduce inventories.
8. No Middlemen
There is a direct contact with customers in e-commerce through internet without any
intermediation. Companies can now focus more on specific customers by adopting different
one-to-one marketing strategy.
9. Improved and better customer service
Since there is a direct contact with the customers, it is possible to solve their queries regarding
price, quality and additional features of the product can be provided and thus resulting in a
better improved customer service. Response time is reduced between the seller and the buyer.
It also improves the loyalty among customers.
10. Teamwork
The output of the e-commerce is the teamwork that helps organizations work together. Email is
one of the examples of how people collaborate to exchange information and work on solutions.
It has changed the way organizations interact with the suppliers, vendors and customers.
11. Information sharing with the customers
It is possible for the buyers to keep in touch with the seller's web site, find the information and can
make quick purchase decisions. Knowledge of the customer is increased about the product and
its varied features. Thus web is a source of dissemination of information for the probable
customers.
12. Customized products
On the basis of the demand from the customers for their requirements about the product, it is
possible to differentiate the product for an individual. There are many websites that helps in
reorganizing, revising or editing the digital products.
13. Swapping of goods and services
Swapping is to exchange or using a barter system for goods and services on the websites
between the business firms. A firm offers something for a want of another service or product
from another firm for its services. For example instead of accepting cash for a consultancy
service from a firm, a person or another firm can buy products in exchange from that firm.
14. Information sharing
It takes only few seconds to share information over the internet. A firm can e-mail the required
data to its customers and can solve their product related queries. This is a major advantage
overcoming the limitation of traditional method of doing business.
15. Global reach
Creating a web site for a firm or set of products and uploading it on the server, enables it to
reach millions of customer worldwide. E-Commerce creates the whole world as a global village
from where anyone can buy anything at anytime from anywhere.
16. Expanded customer base
The websites have access to customers’ world-wide. Restriction of regions or physical locations
is over ruled in online shopping.
17. Search engine marketing
 Customers have easy access to find a product or service using search engines. Data pertaining
to prices, specifications of products, availability details, comparison with other similar products
and other related data can be accessed using search engines.
18. Reduction of marketing and advertising Costs
The need of advertising is reduced to a great extent with the advent of e-commerce. The
probable customer attempts to locate the product on its own. A business firm can easily
promote its product on the website by giving the complete required information over the internet.
One of the tools of e-commerce is sales promotion from where not only the firm gains but also
the customers are benefited.
19. Widened size of market
Expands the size of the market from regional to national or national to international market, the
product has a wider domain from which it can be accessed.
20. Higher profits
A great amount of reduction in cost is measured in e-commerce in transactions of commercial
nature e.g. no manual handling of the transactions, paperless exchange, easy payments from
customers, no transportation except in the case of tangible products and higher profit margins
from higher sales volume. Also business over the internet attracts every customer from all over
the world and exposure in the new markets enhances the profits of the business firm.

21. Equal access rights

Anyone can start up a company on the internet. Equal rights are given to the smaller
organizations in comparison to multinational, large international firms.
E-commerce uses the technology of digital information processing and electronic
communications through internet in business transactions that helps in facilitating and redefining
the relationships between or among organizations and between organizations and individuals
for value creation. Wider domain and less overhead is the key factor in e-commerce.
Self-Check Exercise
Question IX:
Does e-commerce help in reducing the product cost? (True/False)
Question X:
Is there any middleman in e-commerce? (True/False)
Question XI:
E-commerce uses ________ of digital information process.
Question XII:
Information sharing is a major advantage of e-commerce over traditional business. (True/False)
Question XIII:
Output of ecommerce is ____________ that helps organisation to work together.
1.5 Limitations of e-commerce
The main disadvantage of E-commerce is the lack of a business model, lack of trust and key public
infrastructure, slow navigation on the internet, the high risk of buying unsatisfactory products and most
of all lack of security. Besides various advantages of e-commerce, there are limitations also that can be
divided into two parts:-
Non Technical Limitations
These are limitations that are more difficult to change like people's attitude, lack of trust, resistance to
change, faceless transactions, etc. They are not related to the technology.
Technical Limitations
These are related to the technology and that can be solved (most of the time) by spending money.
They are related to security, databases, standards, applications etc. These limitations are discussed
below.
a) Costs
Expenses related to hardware/software, setup cost, connection cost, maintenance and enhancement
cost of the website has to be borne in the initial stage. Such costs are besides the cost of the product.
b) Security
A primary concern without which it is difficult to sustain in e-market is e-security. It aims at preventing
unauthorized access to the data/information travelling on the internet. The protection needs to be taken
from the hacker, viruses, data transfer and transaction risk, client and server risk. Internet provides
universal access but companies must protect their assets from accidental or malicious use. Customer
information needs to be protected from internal and external misuse. Further sufficient security should
be available for financial transactions. E-Payments are made without any loss of time but security is to
be insured when using this system because customers are sending their personal detail related to
credit card numbers.
Self-Check Exercise
Question XIV:
Lack of business model, lack of trust is main disadvantage of _________.
Question XV:
Cost and security comes under ________ limitations.
Summary
Buying and selling of product and services is termed as Ecommerce.
E-commerce is execution of any financial transaction with the use of network. B2B, B2C, C2C are
different forms of E-commerce and also Known as different Business Models. Internet is treated as a
functional and operational medium for consumers, business owners, information seekers and
entrepreneurs. Besides various advantages of e-commerce, there are technical and non-technical
limitations.
Glossary
• Electronic Commerce (E-Commerce)
• Electronic Data Exchange (EDI)
• Electronic Fund Transfer (EFD)
• Business to Business (B2B)
• Business to Consumer (B2C)
• Consumer to Business (C2B)
• Consumer to Consumer (C2C)
• Mobile Commerce (m-commerce)
• Digital Commerce (d-commerce)
• Personal Digital Assistants (PDA’s)
Questions
Q.1. Define e-commerce.
Q.2. Give examples of e-commerce in B2B, B2C and C2C scenario.
Q.3. Differentiate between d-commerce and m-commerce.
Q.4. Explain business applications of e-commerce.
Q.5. Discuss limitations of e-commerce.
Q.6. Describe the benefits of e-commerce.
Q.7. Mention how e-commerce is beneficial to the society.
Q.8. Give some examples of the use of e-commerce.
Q.9. What are the various e-commerce applications related to wholesale.
Q.10. List the ways of exchange of business information in e-commerce.
Answers to Self check exercise
Question I: True
Question II: Person to Person Transaction
Question III: True
Question IV: Manufacturing
Question V: Wholesale
Question VI: True
Question VII: Marketing
Question VIII: True
Question IX: True
Question X: False
Question XI: Technology
Question XII: True
Question XIII: Teamwork
Question XIV: Ecommerce
Question XV: Technical
 Chapter 2
BUSINESS MODELS IN E-COMMERCE

Objectives:
 Introduction
 Comparison with traditional commerce
 Business models
2.1 Introduction
Nowadays ecommerce has become very popular among the people who want to buy and sell different
things because of the convenience it offers and the cost benefits to retails and the cost saving to the
customer and also the secrecy it offers.
First thing first, when you ask yourself, “What is e-commerce?” The best way to begin to describe
different ecommerce businesses and the different types of ecommerce businesses is to break them
down into the types of ecommerce business model that exist.
Ecommerce business models can be differentiated into three main categories:
• What type of product are sold
• Who the product are sold to
• Where the product are sold on
2.2 Comparison with traditional commerce
Due to the increased popularity and availability of internet access many traditional small business are
considering e-commerce as a valid and profitable sales channel. However, e-commerce and traditional
commerce are different from each other.
1. Direct interaction
Traditional commerce is often based around face to face interaction. The customer has a chance to ask
questions and the sales staff can work with them to ensure a satisfactory transaction. Often this gives
sales staff an opportunity for up selling, or encourages the client to buy a more expensive item or
related items, increasing the shop profits. On the other hand, e-commerce doesn't offer this benefit
unless features such as related items or live chats are implemented. Generally, in e-commerce the
customer buys the product without any interaction with the seller. The product is selected based on the
images and specifications displayed on the website.
2. Lower costs
E-Commerce is usually much cheaper than maintaining a physical store in an equally popular location.
Compared with costs such as commercial space rent, opening an online store is much cheaper than
the physical store. This can prove invaluable for small business owners who don't have the start up
capital to rent prime retail space and staff it to be able to sell their goods.
3. Reach
With an online shop you can do business with anybody who has access to internet. In e-commerce the
customers are those who are willing to access websites, send mail to place an order and make
payment using e-banking facility leads to ecommerce. In traditional commerce the customers are
limited to only those who visit the shop for the purpose of shopping. E-Commerce opens the door to
many other forms of marketing that can be implemented entirely online, which often results in a much
larger volume of sales. An online store has no capability limits and you can have as many clients as
your stock can serve. Whereas, in traditional commerce the seller has access to customers of nearby
places.
4. Returns rate
In a traditional store, the customer will be purchasing the product in person, which has some benefits
for both him and the store. The customer will be able to touch and check the items, to make sure they
are suitable and even try them on, which reduces the number of returned items or complaints due to an
item not being as advertised on a catalogue or promotional leaflet. Expect a significantly higher rate of
returns if you start trading online, as many will just order and try the items at home and won't hesitate to
return them as they can do it by post without having to talk with anybody in person.
5. Credit card fraud
The remote nature of e-commerce makes much more difficult to detect fraud, which means stores can
lose money due to fraud. While traditional commerce is not totally secure, but it's easier for a sales
attendant to verify that the person buying something is actually the owner of the credit card, by asking
for photographic identity proof. However, the fight against card fraud is well underway. Banks and
responsible e-commerce owners’ are improving mechanisms to verify that all card use is legitimate.
6. Shopping time
In traditional shop the selling of product takes place during the period in which the shop is open. But in
online shop the business timings are unlimited. The selling may take place 24/7 except the goods may
at times be delivered in day time.
7. Research & Development
The seller in traditional shop spends most of its time in dealing with customers or waiting for the
customers to walk in for purchases. On the contrary the seller may at times chat online with customers
to handle their queries and finds no reason to waste time by waiting for the customers instead he may
use ample time for research and development. The seller has time to focus on improving products and
services.
8. Personnel
Traditional business needs to hire sales executive, sales managers, accountants and other staff for
smooth functioning. However, in e-commerce personnel requirements are minimum. Web site
managers, network administrators and system analyst are required by e-business.
9. Physical space
The traditional way requires location of shop either on rent or the shop has to be purchased. Further,
the location of the shop needs to be in good locality. In newer mechanism only virtual cyber space is
used for shopping. An office acting as a backup may be situated in a remote area.
10. Wider area of business
The traditional business acts in localized pools leading to no access of customers who need the
product being sold by your organisation. The basis of a traditional business depends on the frequency
of new and old customers buying from them to keep the business running. In modern business the
customer and the seller may meet each other in a large cyber ocean.

11. Ordering of product

In e-commerce the stages of purchase are depicted as; it involves an agreement between the involved
parties to continue with the succeeding phases. Order is made for the goods after an agreement is
concluded. E-payment systems on the internet are used for receiving payments. Goods are delivered to
the customers. If it is a tangible product, it is sent by transportation. However in traditional methodology,
the product is selected and purchase of good involves giving cash and procuring the good.
12. Digital data
In e-commerce the order placed for the product is digital, the payment is made digitally and even the
receipt is issued digitally. Hence, the data is digital.
13. Secure
Financial transactions on the internet can actually be more secure than in traditional retail
environments.
14. Best deal
Consumers often associate online shopping with "deals" or lower prices, due to auction sites and easy
cross-referencing via search engines. In addition, using the internet to purchase goods or services
facilitates consumer competition because of greater accessibility. In other words, while consumers can
visit only a few traditional outlets per day, they have access to countless web retailers in the same
timeframe. Because of the ease of access to many retailers and greater opportunities for bargain-
hunting, competition on the web is fierce. Price transparency is the rule. With shopping-comparison
services, it is possible to check the price offered by hundreds of merchants with a couple of mouse
clicks
15. Feedback
Online consumers have access to an unprecedented amount of product information, not just from
manufacturers' websites but also from online reviews written by previous customers and employees.
16. Taxes
Differences also exist in terms of costs to consumers and retailers. For online consumers shipping is
usually charged but not sales taxes but for the traditional consumers tax is levied based upon the state
or whether a store front exists in the marketplace.
17. Pull & push methodology
Traditional commerce consists of marketing to reach potential customers, getting together with the
customer in a place of business, agreeing on a sale and making the exchange of goods and money.
Common marketing techniques used to reach potential customers include mailings, phone calls and
advertisements. Then the buyer and/or the salesman are the active parties involved in a sale and
exchange. In one case, the buyer initiates the purchase by either going to the store to buy or calling on
the phone and making an order. In another situation, the salesman goes to the home or place of
business to make the sale, or he calls on the phone to make the sale. A third method combines action
from both parties. The business' sales department mails a catalogue or other material and the customer
then makes a purchase from the catalogue.
These methods all apply to business-to-consumer (B2C) as well as business-to-business (B2B) sales.
In online commerce or the e-commerce, the seller uses e-marketing to reach potential customers.
There are two forms of e-marketing: push-marketing and pull-marketing. Push marketing consists of
sending out emails, as well as posting online advertisements on various websites. It is pushing
information to the people. Pull-marketing is having a website where customers seek out information
about your products. Social marketing is also used in pull-marketing.
The buying and selling is similar to the traditional mail order catalogue method, except that orders can
be performed online from a website. The business' sales department posts a web site with an online
catalogue. The buyer then selects items from the online catalogue and makes the purchase, either
online or by phoning or mail order. A valid credit card is required to make a purchase. Although the
buyer is really using an online catalogue, the metaphor of browsing a store with a shopping cart is often
used in e-commerce. This allows the customer to put items in the shopping cart to hold until checkout
or when the purchase is finally made.
These methods also apply to both B2C and B2B sales.
Self-check Exercise
Question I:
__________ is more secure than traditional retail environments.
Question II:
E-commerce offers face to face interaction. (True/False)
Question III:
E-commerce is much cheaper than traditional commerce. (True/False)
Question IV:
__________ has large reach in business.
Question V:
Is it difficult to detect fraud in E-commerce? (True/False)
Question VI:
We can shop anything anytime with online shop. (True/False)
Question VII:
In E-commerce the order placed for product is __________.
Question VIII:
Financial transaction on internet is more secure than in traditional retail environment.
(True/False)
2.3 Business Models
For organisations to be a success, new innovative ideas and strategies need to be implemented. New
business models are created to offer a new way to deliver value to customers in business models.
The definition for a business model comprises of architecture for the product, service and information
flows, including a description of the various business actors and their roles and also a description of the
potential benefits for the various business actors and description of the sources of revenues. Another
definition of business model is "a unique configuration of elements comprising the organisation’s goals,
strategies, processes, technologies and structure, conceived to create value for the customers and thus
compete successfully in a particular market."
Some of the business models are as follows:
1. E-shop
It is a business model according to which individual shops sell various goods online. This is web
marketing of a company or a shop. In first instance this is done to promote the company and its goods
or services. Increasingly added is the possibility to order and possibly to pay, often combined with
traditional marketing channels. Benefits sought for the company are increased demand, a low-cost
route to global presence and cost-reduction of promotion and sales. Benefits for the customers can be
lower prices compared to the traditional offer, wider choice, better information and convenience of
selecting, buying and delivery, including 24-hour availability. Where repeat visits to the e-shop are
done, one-to-one marketing can increase those benefits for both seller and buyer. Seller revenues are
from reduced cost, increased sales and possibly advertising. Most commercial Web sites are business-
to-consumer electronic shops, selling for example flowers, electronic goods, garments, books, tickets
and many more products for sale.
Website following B2C business model sells its product directly to a customer. A customer can view
products shown on the website of business organization. The customer can choose a product and
order the same. Website will send a notification to the business organization via email and organization
will dispatch the product/goods to the customer.
A collection of e-shops under a common umbrella giving entry to individual e-shop gives space to
another business model called e-mall.
2. E-procurement
This is electronic tendering and procurement of goods and services. Large companies or public
authorities implement some form of e-procurement on the web. Benefits sought are to have a wider
choice of suppliers which is expected to lead to lower cost, better quality, improved delivery, reduced
cost of procurement (e.g. tendering specifications are downloaded by suppliers rather than mailed by
post). Electronic negotiation and contracting and possibly collaborative work in specification can further
enhance time- and cost saving and convenience. For suppliers the benefits are in more tendering
opportunities, possibly on a global scale, lower cost of submitting a tender and possibly tendering in
parts which may be better suited for smaller enterprises, or collaborative tendering (if the e-
procurement site supports forms of collaboration). The main source of income is reduction of cost
(automated tender processing, more cost-effective offers).
Website following B2B business model sells its product to an intermediate buyer who then sells the
product to the final customer. As an example, a wholesaler places an order from a company's website
and after receiving the consignment, sells the end product to final customer who comes to buy the
product at wholesaler's retail outlet.
3. E-auctions
Electronic auctions (on the Internet) offer an electronic implementation of the bidding mechanism also
known from traditional auctions. This can be accompanied by multimedia presentation of the goods.
Usually they are not restricted to this single function. They may also offer integration of the bidding
process with contracting, payments and delivery. The sources of income for the auction provider are in
selling the technology platform, in transaction fees and in advertising. Benefits for suppliers and buyers
are increased efficiency and time-savings, no need for physical transport until the deal has been
established, global sourcing. Because of the lower cost it becomes feasible to also offer for sale small
quantities of low value, e.g. surplus goods. Sources of income for suppliers are in reduced surplus
stock, better utilisation of production capacity, lower sales overheads. Sources of income for buyers are
in reduced purchasing overhead cost and reduced cost of goods or services purchased. Hence, it
automates the traditional bidding process over the internet. They can also additionally support
contracting, payments and delivery processes.
4. Value-chain integrators
These focus on integrating multiple steps of the value chain, with the potential to exploit the information
flow between those steps as further added value. Revenues are generated from consultancy fees or
possibly transaction fees. Some of the 3rd party marketplace providers are moving into the direction of
value chain integration.
Internet is used to improve communication and collaboration between all parties within a chain. Value
chain integration is necessary if vendors are to coordinate between suppliers and customers effectively.
A set or sequences of activities are performed to produce the product. The links between the activities
provide a prime opportunity for competitive advantage, whether due to exceptional efficiency or some
form of product differentiation. This chain of partners that work in collaboration to create market and
move products and services are complex. Based on the sorts of intimate trading relationships central to
the integrated value chain model, modern business partnerships are eradicating duplication, irrelevant
hand offs and rework, ensuring that processes run smoothly and effectively.
5. Information brokerage and trust
A whole range of new information services are emerging, to add value to the huge amounts of data
available on the open networks or coming from integrated business operations, such as information
search, e.g. search engines, customer profiling, business opportunities brokerage, investment advice,
etc. Usually information and consultancy have to be directly paid for either through subscription or on a
pay-per-use basis, although advertising schemes are also conceivable. A special category is trust
services, as provided by certification authorities and electronic notaries and other trusted third parties.
Subscription fees combined with one-off service fees as well as software sales and consultancy are the
sources of revenue. Many consultancy and market research companies are now offering commercial
business information services via the internet. Search engines are a special category of information
services, with the public internet facility (rather than intranet versions) usually based on advertising as a
source of revenue.
6. Collaboration platforms
These provide a set of tools and an information environment for collaboration between enterprises. This
can focus on specific functions, such as collaborative design and engineering, or in providing project
support with a virtual team of consultants. Business opportunities are in managing the platform
(membership/usage fees) and in selling the specialist tools (e.g. for design, workflow, document
management).
7. Third-party marketplace
This is an emerging model that is suitable in case companies wish to leave the web marketing to a 3 rd
party (possibly as an add-on to their other channels). They all have in common that they offer at least a
user interface to the suppliers’ product catalogues. Several additional features like branding, payment,
logistics, ordering and ultimately the full scale of secure transactions are added to 3rd party
marketplaces. An example for business-to-consumers is to provide a common marketing for a special
event profiled by well-known brand names. ISPs may be interested in this model for business-to-
business, using their web builder expertise. However, it may equally appeal to banks or other value
chain service providers. Revenues can be generated on the basis of one-off membership fee, service
fees, transaction fee, or percentage on transaction value.
A classification was provided for business models in internet electronic commerce (business-to-
business as well as business-to-consumer). Some of these models are essentially an electronic re-
implementation of traditional forms of doing business, such as e-shops. Many others go far beyond
traditional business such as value chain integration and seek innovative ways to add value through
information management and a rich functionality. Creating these new business models is feasible only
because of the openness and connectivity of the Internet
8. Telecommunications
Telecommunication is communication at a distance by technological means, particularly through
electrical signals or electromagnetic waves. The network of telecommunications is used for sending
and receiving data for the purpose of sale and purchase of goods. The telecommunication network is
used by internet and fax for transmitting signals. Audio signals, video signals and text is sent on an
established network. However, it is up to the user whether the transmitted data is for sale, query, order,
quotation or payment details.
Self-check Exercise
Question IX:
Production of product is performed by_______________.
Question X:
Lower cost of tendering is better suited for small enterprises? (True/False)
Summary
Business Model is the mechanism by which business will deliver and receive value from customers.
The business model can form the basis of a business plan. The business model however is designed to
be more fluid tool that mole and changes with the development of the business (more efficiently than a
business plan).
Glossary
• Face to Face Interaction
• E-banking
• Photographic Identity Proof (PIP)
• Website Managers
• Network Administrators
• System Analyst
• Virtual Cyber Space
• Bargain Hunting
• Seller Revenue
• E-procurement
• E-shop
• Global Sourcing
Questions
Q.1 In a tabular form differentiate between traditional commerce and e-commerce.
Q.2 What do you understand by business model.
Q.3 How is e-shop different from a shop.
Q.4 Explain the e-procurement model.
Q.5 Give examples to describe e-auction.
Q.6 Write a note on collaboration platform.
Q.7 Why is information available in abundance in the digital world.
Q.8 Describe the model value chain integrator.
Q.9 Explain the concept of pull and push methodology.
Q.10. How come in e-commerce the customer is able to get the best deal.

Answers to Self check Exercise

Question I: Financial Transactions
Question II: False
Question III: True
Question IV: Ecommerce
Question V: True
Question VI: True
Question VII: Digital
Question VIII: True
Question IX: Sequence of activities
Question X: True
 Chapter 3
ELECTRONIC PAYMENT SYSTEM

Objectives:
 Introduction
 Definition
 Entities
 Phases in e-payment
 Classification of Payment Systems
 Payment schemes
 Offline and Online
3.1 Introduction
The ease of purchasing and selling products over the internet has helped the growth of electronic
commerce and electronic payments services are a convenient and efficient way to perform financial
transactions. Current e-payment technologies depend on using traditional methods that are common to
non-electronic systems. Due to the nature of internet, security and authenticity of payments and
participants cannot be guaranteed with technologies that are not specifically designed for electronic
commerce. We need an e-payment system that would not only provide secure payments but should
also have properties like online customer and merchant authentication, un-forgeable proof of
transaction authorisation by the customer both to the merchant and the bank, privacy of customer and
transaction data. This chapter provides an overview of e-payment architecture and their functionalities,
their requirements and verification of payment protocols.
3.2 Definition
An e-commerce payment system facilitates the acceptance of electronic payment for online
transactions. Also known as a sample of Electronic Data Interchange (EDI), e-commerce payment
systems have become increasingly popular due to the widespread use of the internet-based shopping
and banking.
E-payment is a subset of an e-commerce transaction to include electronic payment for buying and
selling goods or services offered through the internet. Generally we think of electronic payments as
referring to online transactions on the internet, there are actually many forms of electronic payments.
As technology developing, the range of devices and processes to transact electronically continues to
increase while the percentage of cash and check transactions continues to decrease.
E-Commerce or Electronics Commerce sites use electronic payment where electronic payment refers
to paperless monetary transactions. Electronic payment has revolutionized the business processing by
reducing paper work, transaction costs, labour cost. It is user friendly and less time consuming than
manual processing, helps business organization to expand its market reach / expansion.
Self-check Exercise
Question I:
Ecommerce payment system is also known as ________.
3.3. Entities
Electronic payments involve a payer and a payee. A payer (buyer or customer), is an entity who makes
a payment. A payee (seller or merchant), is an entity who receives a payment. The main purpose of an
electronic payment protocols is to transfer monetary value from the payer to the payee. The process
also involves a financial institution (bank). Typically, financial institution participates in payment
protocols in two roles: as an issuer (interacting with the payer) and as an acquirer (interacting with the
payee). The issuer is responsible for validating the payer during account registrations and holds the
payer’s account and assets. The acquirer holds the payee’s account and assets. The payee deposits
the payments received during a transaction with the acquirer. The acquirer and the issuer then proceed
to perform an inter-banking transaction for clearance of funds. It is possible for the issuer and the
acquirer to be from the same financial institution. Other parties that may be present in a payment
protocol include a trustee (arbiter) who is an entity that is independent from all parties. All entities in a
protocol unconditionally trust the Trustee who is called to adjudicate any disputes between the payer
and the payee. Certain payment systems might involve more players like Payment Gateways (PG) who
are entities that act as a medium for transaction processing between other entities (e.g. MasterCard,
Visa) and Certification Authorities (CA). They issue public key certificates to entities involved in a
payment protocol so that their authenticity can be publicly verified. Figure 1 illustrates the participating
entities in an e-payment system.
Self-check Exercise
Question II:
Electronic payments involve _______ and _______.
3.4. Phases in E-Payment
An electronic payment typically involves the following phases:
1. Registration: This phase involves the registration of the payer and the payee with the issuer and
acquirer respectively. Most electronic payments designed require registration of payers and
payees with their corresponding banks so there is a link between their identities and their
accounts held at the bank.

Figure 3.1: Generic E-payment Protocol

2. Invoicing: In this phase, the payee obtains an invoice for payment from the payee. This is
accomplished by either browsing and selecting products for purchase from the merchant’s
(payee’s) website in case of purchases made through the internet or obtaining an electronic
invoice using other electronic communication medium like e-mail. This phase typically is
performed in an unsecured environment and normally excluded while designing payment
protocols. The importance of this phase is that, it sets the mandatory and optional data
variables that should be included in a payment protocol.
 3. Payment selection and processing: In this phase the payer selects type of payment, (card
based, e-cash, e-cheque, etc.,) based on the type of payment the payee accepts. Based on
the selection, the payer then sends the relevant payment details like account number, unique
identifiers of the payer to the payee along with accepted amount based on the invoice. Certain
protocols might also require the payer to obtain preauthorised token (like bank drafts) from the
issuer before the payer sending the payment information to the payee.
4. Payment authorisation and confirmation: In this phase, the acquirer on receiving payment
details from the payee authorises the payment and issues a receipt containing the success or
failure of the payment to the payee. The payee based on the message may also issue a
receipt of payment to the payer.
Self -Check Exercise
Question III:
An Electronic Payment typically involves ________ Phases.
Question IV:
________ Phase is performed in an unsecured environment.
3.5. Classification of Payment Systems
Electronic commerce can be broadly categorised into groups, business-to-business (B2B), business to
consumer (B2C) and consumer to consumer (C2C). B2B normally involve higher value transactions
and predominant payment methods are electronic cheques and bank transfers, whereas, B2C and C2C
payments are lower value transactions and payment methods used are cash and card based payment
systems.
Payment instruments: There are three common electronic payment instruments, namely cash,
cheque and card. Cash payment systems consist of self-authenticating divisible tokens that can be
processed offline. Cheque payment system is typically linked to a payer’s account and payment is
indivisible. Card payment schemes provide a payment mechanism through the existing credit card
payment infrastructure.
Self -Check Exercise
Question V:
B2B involves Lower Value Transaction whereas B2C and C2C payments involve Higher Value
Transaction. (True/False)
3.6. Payment schemes.
The payment can be made based on different schemes namely pre-paid, pay-now and post-pay. In pre-
paid system the payment is debited from the payer’s account before a payment is processed and hence
the term “pre-paid”. Most cash-less systems such as an electronic-cash system fall in this category. In
pay-now system, when an electronic transaction is processed, the payer’s account is debited and the
payee’s account is credited with the payment amount. Even though availability of funds depends on the
time when inter-bank settlements are carried out, the payer’s and payee’s account are updated to show
the debited and credited balances immediately after an transaction is carried out. Credit card based
system, like Secure Electronic Transaction (SET), Verified by Visa (VBV), MasterCard secure-code fall
into this category. In post-pay systems the payer’s account is debited only when the payee’s makes a
request for payment settlement with the acquirer. Most cheque based systems fall into this category.
Some of the modes of electronic payments are following.
• Credit Card
• Debit Card
• Smart Card
 • E-Money
• Electronic Fund Transfer (EFT)
• Cyber wallet
• Prepaid - Cash like system
• Pay later or Cheque based system
• Micropayments
• Mobile Payments
• PayPal
• Google Wallet
Credit Card
The most common method for “on-line” payment is card-based systems. Most payment systems in this
category are specifically designed for transaction conducted through the internet. Because of their
convenience and omnipresent nature, credit cards in particular have become a popular method for
conducting online payments over the internet, but they are insecure, offer no anonymity or protection of
payer’s payment information like card details and account information. To overcome these drawbacks
and make card payment more secure, the two leading credit card companies VISA and MasterCard
have developed various protocols.
There are two major proposals for secure electronic payment over the internet. They are Visa 3-D
Secure (Verified by Visa - VBV) and MasterCard SecureCode. Both protocols rely on SSL /TLS to
encrypt communication over the internet. SSL is a client-server protocol that uses public key
cryptography and has become the de facto standard for encrypted communication over the internet. In
SSL, only servers (merchants) have public key certificates and clients (buyers) remain anonymous to
the servers. SSL protocol, has implemented a standard that would allow merchant to incorporate the
proposed security features into their payment acceptance structure.
Payment using credit card is one of most common mode of electronic payment. Credit card is small
plastic card with a unique number attached with an account. It has also a magnetic strip embedded in it
which is used to read credit card via card readers. When a customer purchases a product via credit
card, credit card issuer bank pays on behalf of the customer and customer has a certain time period
after which he/she can pay the credit card bill. It is usually credit card monthly payment cycle. Following
are the actors in the credit card system.
• The card holder - Customer
• The merchant - seller of product who can accept credit card payments.
• The card issuer bank - card holder's bank
• The acquirer bank - the merchant's bank
• The card brand - for example , visa or mastercard.
Credit card payment process

Step Description

Step 1 Bank issues and activates a credit card to customer on his/her request.

Customer presents credit card information to merchant site or to merchant

Step 2
from whom he/she want to purchase a product/service.
 Merchant validates customer's identity by asking for approval from card brand
Step 3
company.

Card brand company authenticates the credit card and paid the transaction by
Step 4
credit. Merchant keeps the sales slip.

Merchant submits the sales slip to acquirer banks and gets the service
Step 5
chargers paid to him/her.

Acquirer bank requests the card brand company to clear the credit amount and
Step 6
gets the payment.

Now card brand company asks to clear amount from the issuer bank and
Step 7
amount gets transferred to card brand company.

Debit Card
Debit card, like credit card is a small plastic card with a unique number mapped with the bank account
number. It is required to have a bank account before getting a debit card from the bank. The major
difference between debit card and credit card is that in case of payment through debit card, amount
gets deducted from card's bank account immediately and there should be sufficient balance in bank
account for the transaction to get completed. Whereas, in case of credit card there is no such
compulsion of having a bank account or having balance in the account. Debit cards liberate customer to
carry cash, cheques and even merchants accepts debit card. Having restriction on amount being in
bank account also helps customer to keep a check on his/her expenses.
Smart Card
Smart card is again similar to credit card and debit card in appearance but it has a small
microprocessor chip embedded in it. It has the capacity to store customer work related/personal
information. Smart card is also used to store money which is reduced as per usage. Smart card can be
accessed only using a Personal Identification Number (PIN) of customer. Smart cards are secure as
they stores information in encrypted format and are less expensive/provide faster processing. Mondex
and Visa Cash cards are examples of smart cards.
E-Money
E-Money transactions refer to situation where payment is done over the network and amount gets
transferred from one financial body to another financial body without any involvement of a middleman.
E-money transactions are faster, convenient and save a lot of time.
Online payments done via credit card, debit card or smart card are examples of e-money transactions.
Electronic Fund Transfer
It is a popular electronic payment method to transfer money from one bank account to another bank
account. Accounts can be in same bank or different bank. Fund transfer can be done using ATM
(Automated Teller Machine) or using computer.
Internet based EFT is gaining popularity. It does not involve any sort of physical card. It is used by
customers who have accounts enabled with internet banking feature. In this case, customer uses
website provided by the bank. Customer logins to the bank's website and registers another bank
account. He/she then places a request to transfer certain amount to that account. Customer's bank
transfers amount to other account if it is in same bank otherwise transfer request is forwarded to ACH
(Automated Clearing House) to transfer amount to other account and amount is deducted from
customer's account. Once amount is transferred to other account, customer is notified of the fund
transfer by the bank. It is also called as net banking.
Cyber Wallet
A cyber wallet in the form of stored and protected account information, which may be "carried" on a
tamper resistant portable electronic storage medium such as a smartcard, or stored on the customer's
computer (or personal digital assistant, PCMCIA card, or the like) together with the browser/mosaic
software, is provide to a customer for the purpose of making electronic payments from the possessor of
the wallet to a merchant at a remote site on the internet. Security of the information contained in the
wallet is provided by a public key file containing public keys to be used for encrypting the payment
information into an authorization ticket which is sent by the wallet to the merchant and then forwarded
to the account servicer for decryption, the decryption key being in the form or a private key held only by
the account servicer and to which the merchant and other parties have no access. The public key rile
preferably contains a plurality or public keys selectable by an identifier associated with but not a part of
the key itself, so that the account servicer can control, by having the merchant send an identifier to the
wallet, the selection of uncompromised keys without anyone but the servicer having knowledge of
which key is being selected.
Prepaid - Cash like system
The best-known subclass in pre-paid systems is the anonymous e-cash system.
Basic model of e-cash system: An anonymous off-line e-cash consists of three probabilistic,
polynomially-bounded parties, a bank B, payer P and payee R and three main sub protocols:
withdrawal, payment and deposit (refer Figure 2). Payer and payee maintain their accounts with the
bank. The payer withdraws electronic coins from their account with the bank, by performing a
withdrawal protocol over an authenticated channel. The payer spends coins by participating in a
payment protocol with the payee over an anonymous channel. In effect, the payee performs a deposit
protocol, to deposit the coins into their account. The e-cash system also includes setup protocols:
system setup, payer setup and payee setup which performs system initialisation functions, namely
creating and publishing public keys and opening payer and payee bank accounts.
Pay later or Cheque based system
Customers generally tend to use credit card payment methods for low and middle value payments,
whereas, cheque is the preferred method for large value payments. Various electronic cheque (e-
cheque) protocols have been proposed over the years. Systems like FSTC’s eCheck, NetCheque and
MANDATE II are based on methods used in traditional paper based checking protocols. Systems like
NetBill, ECheque and PayNow by CyberCash use a central server. Other e-cheque systems are based
on modified versions of e-cash protocols. But most promising of all e-cheque system that has the
support of major financial institutions and government agencies has been the FSTC’s e-cheque system.
Micropayments
One of the most promising payment methods is the use of micro payments: the ability to pay for data or
services in small increments.
 Figure 3.2: A Model E-cash system
Micro payments can be seen as a solution to allow low-value payments for purchasing news articles,
stock quotes, index queries, per-click purchase and other services over the internet. The primary aim of
micro payment system has been to handle arbitrarily small amounts of money and keep the cost for the
individual transaction low along with generic e-payment security requirements like confidentiality,
integrity, authentication and non-repudiation.
Mobile Payments
Due to the phenomenal success of mobile communicational devices, there has been increasing effort to
used mobile devices as “electronic wallets” to store payment and account information. Currently two
main wireless protocols are used for mobile commerce. WAP (Wireless Application Protocol) developed
by WAP forum (consolidated into the Open Mobile Alliance) and i-Mode developed by NTT DoCoMo,
Japan. WAP is an open and global specification that helps mobile devices with WAP enabled browsers
to access information and services. WAP specifications include an XML-type markup language known
as Wireless Markup Language (WML) for displaying information on to a mobile device browser. The
WAP specifications also include a lightweight protocol stack to reduce bandwidth requirements. I-mode
is a proprietary protocol developed by NTT DoCoMo and uses Personal Digital Cellular-Packet (PDC-
P) to provide network services. I-mode allows efficient network usage by using packet switching
technology for wireless communication and TCP/IP for wired communications. I-mode uses c-HTML
(compact-HTML) to display content on mobile devices. I-mode enabled devices are also view HTML
web pages as the structure of c-HTML is similar to HTML as compared to WAP where HTML needs to
be converted to WML for display. Both WAP and I-mode provide security features that can be used to
provide electronic commerce and electronic payment services.
PayPal
PayPal is a global e-commerce business allowing payments and money transfers to be made through
the internet. Online money transfers serve as electronic alternatives to paying with traditional paper
methods, such as cheque's and money orders. PayPal is an acquirer, a performing payment
processing for online vendors, auction sites and other commercial users, for which it charges a fee. It
may also charge a fee for receiving money, proportional to the amount received. The fees depend on
the currency used, the payment option used, the country of the sender, the country of the recipient, the
amount sent and the recipient's account type. In addition, eBay purchases made by credit card through
PayPal may incur extra fees if the buyer and seller use different currencies.
Google Wallet
Google Wallet was launched in 2011, serving a similar function as PayPal to facilitate payments and
transfer money online. It provides the best feature of security and has the ability to send payments as
attachments via email.
Self -Check Exercise
Question VI:
Electronic cash system falls in _________ category.
Question VII:
Credit/Debit cards are used for ______________ payment.
Question VIII:
Fund transfer is done using ___________ and ________________.
Question IX:
Can we pay our money using mobile phone? (Yes/No)
Question X:
PayPal is ___________.
3.7. Offline and Online
Based on communicational characteristics, electronic payments systems are classified as offline and
online systems. In an offline system, the communication does not involve any third party, i.e., an
electronic transaction takes place only between the payer and the payee. The advantages of offline
payments are lower communication cost and less time-critical transaction handling at the banks.
However, they suffer from one serious drawback, the problem of double spending. Double spending
occurs when the payer spends the same electronic money multiple times. In a digital system the payer
could make a backup of electronic money before each payment and reset his system to this backup
after the payment. In this way, an arbitrary number of payments to different recipients are possible with
the “same” money. Typically, double spending is prevented with the use of tamper-resistant hardware
e.g. a smart card. In certain cases, the tamper-resistant hardware is issued by the bank containing a
pre-authorised value of money. However tamper-resistant devices only offer limited protection as they
are vulnerable to attacks. Another way to prevent double spending is pre-authorisation. The payer
obtains pre-authorised secure digital money from its bank, thus the payee is assured of payment e.g. a
bank cheque. However, this method can only be used if the payee is known to the payer before a
payment. A weaker solution, rather than employing prevention techniques is to detect double spending
when they occur and the dishonest payer can be held accountable. This solution is used in most e-cash
implementations. Adequate security can be achieved by a combined approach that would involve both
detection methods and tamper-resisted devices.
In an on-line system, the payee typically connects to the bank to obtain a payment authorisation, thus
increasing the communication requirements for the payment system. The advantage is, the payee
obtains a guarantee on the payment, as the bank is able to authorise and check for availability of funds
in the payer’s account.
Self -Check Exercise
Question XI:
Does the payee obtain guarantee over payment? (True/False)
Summary
Electronic payment system: a means of making payments over electronic networks such as the
Internet.
E-cash: Electronic financial transactions conducted in cyberspace via computer networks. Debit card:
A payment card that deducts money directly from a consumer’s checking account to pay directly for a
purchase. Electronic Fund Transfer is a popular electronic payment method to transfer money from one
bank account to another bank account. PayPal is a global e-commerce business allowing payments
and money transfers to be made through the internet. Google Wallet provides the best feature of
security and has the ability to send payments as attachments via email.
Glossary
• Security
• Authenticity
• Authorisation
• Monetary Transaction
• Certification Authority (CA)
• Invoicing
• Secure Electronic Transaction (SET)
• Public Key Cryptography
• SSL/TLS Protocols
• Personal Identification Number (PIN)
• Automated Clearing Housing (ACH)
• Personal Digital Cellular-Packet (PDC-P)
Questions
Q.1 Define electronic payment system.
Q.2 What do you understand by protocol, payee and payer.
Q.3 Discuss the different phases in e-payment.
Q.4 Explain the payments made by cards.
Q.5 Describe the electronic fund transfer.
Q.6 Define cyber wallet.
Q.7 Differentiate between offline and online payments.
Q.8 Explain the various pre paid and post paid payment schemes.
Q.9 Discuss the procedure of credit card usage.
Q.10 Which e-cheque system is supported by government agencies and why.

Answers to Self check Exercise

Question I: Electronic Data Interchange
Question II: Payee and Payer
Question III: 4
Question IV: Invoicing
Question V: False
Question VI: Cash-less system
Question VII: Online
Question VIII: ATM and Computer
Question IX: True
Question X: Ecommerce business
Question XI: True
 Chapter 4
E-BANKING

Objectives:
 Introduction
 Concept
 Operations
4.1 Introduction
Electronic banking, also known as Electronic Funds Transfer (EFT), is simply the use of electronic
means to transfer funds directly from one account to another, rather than by cheque or cash.
4.2 Concept
E-Banking is defined as the automated delivery of new and traditional banking products and services
directly to customers through electronic, interactive communication channels. E-banking includes the
systems that enable financial institution customers, individuals or businesses, to access accounts,
transact business, or obtain information on financial products and services through a public or private
network, including the internet. Customers access e-banking services using an intelligent electronic
device, such as a Personal Computer (PC), Personal Digital Assistant (PDA), Automated Teller
Machine (ATM), kiosk, or Touch Tone telephone. While the risks and controls are similar for the various
e-banking access channels.
In other words, Online banking is an electronic payment system that enables customers of a financial
institution to conduct financial transactions on a website operated by the institution, such as a retail
bank, virtual ban, credit union or building society. Online banking is also referred as internet banking,
e-banking and virtual banking.

Figure 4.1: E-banking vs E-commerce.

Web Banking or Internet Banking is a term used to describe banking transactions that are performed
via a secured internet application.
To access a financial institution's online banking facility, a customer with internet access would need to
register with the institution for the service and set up some password for customer verification. The
password for online banking is normally not the same as for telephone banking. Customers' numbers
are normally not the same as account numbers, because a number of customer accounts can be linked
to one customer number. The customer can link to the customer number any account which the
customer controls, which may be cheque, savings, loan, credit card and other accounts. Customer
numbers will also not be the same as any debit or credit card issued by the financial institution to the
customer. To access online banking, a customer would go to the financial institution's secured website
and enter the online banking feature using the customer number and password previously setup. Some
financial institutions have set up additional security steps for access to online banking, but there is no
consistency to the approach adopted.
Electronic funds transfer can be used to:
• have pay cheque deposited directly into the bank
• withdraw money from bank account from an ATM machine with a Personal Identification
Number (PIN), at any time.
• instruct bank to automatically pay certain monthly bills from bank account, such as auto loan or
mortgage payment.
• have the bank transfer funds each month from bank account to the mutual fund account.
• have government social security benefits cheques or tax refund deposited directly into your
bank account.
• buy groceries, gasoline and other purchases at the point-of-sale, using a card rather than cash,
credit or a personal cheque.
• use a smart card with a prepaid amount of money embedded in it for use instead of cash at a
pay phone, expressway road toll, or on college campuses at the library's photocopy machine or
bookstores.
• use computer and personal finance software to coordinate your total personal financial
management process, integrating data and activities related to income, spending, saving,
investing, recordkeeping, bill-paying and taxes, along with basic financial analysis and decision
making.
Thereby, e-banking transactions include paying bills, transferring funds, viewing account statements
and paying down loans and mortgages. Hence, its popularity is expected to grow rapidly as internet
usage grows internationally and people discover the many advantages that it provides.
Thus, electronic banking is an umbrella term for the process by which a customer may perform banking
transactions electronically without visiting a brick-and-mortar institution. Therefore transactions related
to bank activities via Electronic Mean and medium is called electronic Banking.
A Virtual Bank is one that does business by phone and over the web but does not have a "brick and
mortar" presence. Because virtual banks don't require high-end office towers in major cities or
hundreds of bank branches in residential communities, they are able to pay their customers higher
rates of return on deposits and provide mortgages and loans at highly competitive rates. Although most
banking transactions occur electronically, there is always a need for customers to deposit cheques and
obtain cash. Virtual banks leverage the existing banking network of ATM machines around the world to
accept cheques and provide cash.
Self-Check Exercise
Question I:
Sometime Online Banking is also called___________.
Question II:
Password of telephone banking and online banking is same (True/False).
Question III:
A transaction related to banking via Electronic medium is called ___________.
4.3 Operations
Operations of E-banking can be classified into numerous sections.
1. Telephone Banking
2. Online fund transfer or Internet Banking or Online Banking
3. RTGS
4. ATM
1. Telephone banking
Telephone banking is a service provided by a financial institution that enables customers of the
financial institution to perform financial transactions over the telephone, without the need to visit a bank
branch or automated teller machine. Telephone banking times can be longer than branch opening
times and some financial institutions offer the service on a 24 hour basis. From the bank’s point of view,
telephone banking reduces the cost of handling transactions by reducing the need for customers to visit
a bank branch for non-cash withdrawal and deposit transactions.
Condition & Regulation: To use the benefits of telephone banking the common condition & Regulation
are:
 Customer must first register with the institution for the service.
 Set up password for customer verification.
Process of Servicing: To access telephone banking
 The customer would call the special phone number set up by the financial institution
 Enter on the keypad the customer number and password.
 There could be more steps for security for automated systems to secure customer accounts or
specific question to answer pre-determined by customer.
 If the customer is validated positive, then the customer requests for the transaction to teller.
 The request could be to enquire the balance amount in the account or it could be to know the
details of the last few transactions or it could be to transfer the amount to another bank account
or it could be to demand for a cheque book to be sent via post.
 The teller in response executes the request. However, the cash cannot be provided through
telephone banking. But some banks provide cash at the door step of the customer for which the
request was made through a telephone call. Though the cash requested for should be of at least
some pre decided value.
2. Online fund transfer or Online banking or Internet banking allows customers of a financial
institution to conduct financial transactions on a secure website operated by the institution, which can
be a retail or virtual bank, credit union or society. Online fund transfer was introduced in 1980’s
gradually it has become popular. Presently all standardised banks are providing the facility of internet
banking to its customers. It may include any transactions related to online usage.
The Internet Banking Concept: There are two concepts of Internet banking: First, a bank that only exists
on the internet and has no offices. In this case the operations are conducted exclusively over the
Internet. Second, banks whose offices are physically present and have a distribution channel for
products and services operating on the internet.
Condition & Regulation: To access a financial institution’s online banking facility:
 Personal Computer or Online Banking Services Compatible Handset
  Personal Internet access
 Registration with the institution for the service
 Set up some password for customer verification
Process: To access online banking,
 Visit financial institution’s website. It contains information about the main products and services
being offered. A menu of options through links, which are sections of text or image are visible
which when clicked by the user, transfers to new areas within the site.
 Enter the online banking facility using the customer number and password.
 There may be additional security steps for access like the customer answering to some pre
defined questions. The answers are matched with the earlier stored responses for verification of
the customer.
 The valid customer is to the area of transactions, secure site format, i.e. where the information
is encrypted during transmission to prevent third party access. This is where the user may make
inquiries to their accounts or perform any transactions.
The three broad facilities that e-banking offers are:
 Convenience- Complete your banking at your convenience in the comfort of your home.
 No more Qs- There are no queues at an online bank.
 24x7 service- Bank online services is provided 24 hours a day, 7 days a week and 52 weeks
a year.
 Later, on the completion of the transactions the user needs to log out. Logging out stops
further financial transactions. In other words, it discontinues the access to the website.
Description of services: In the Internet banking services you can perform almost all operations can be
done in a real office, except deposit or withdraw cash. However, some banks are already working on
the design of alternatives, such as smart cards employing a microchip to recharge funds through
special devices on the computer and could replace the use of small bills denomination through its
acceptance in the trade.
Funds can be transferred from one account to another. Provided sufficient fund is available in the
account before the transfer. The bank account number of the beneficiary should be known, as it is
required to be specified during the course of the transaction. Also the IFSC code of the beneficiary’s
bank needs to be given. The beneficiary bank may or may not be of the same banking group. The fund
transfer is immediate. Of course the amount of money to be transferred has to be mentioned. By
logging into the online banking site the user can only send the fund and shall not be able to create a
transaction for receiving the money.
Another activity which can be performed online is requesting for cheque book to be delivered in
physical form via post or courier.
Log of the earlier executed transactions into the account can be seen or printed.
The password used to access the account can be changed. Some banks make it mandatory for the
customer to change the password after every pre decided period which could be few months of time.
The passwords are changed to reduce the chance of password hacking.
It provides enormous benefits to consumers in terms of the ease and cost of transactions. But it also
poses new challenges for country authorities in regulating and supervising the financial system and in
designing and implementing macroeconomic policy.
Challenges in adoption of E-banking: E-banking is facing following challenges banking industry:
 • The most serious threat faced by e-banking is that it is not safe and secure all the time. There
may be loss of data due to technical defaults.
• E-banks are facing business challenges. For the transactions made through internet, the service
charges are very low. Unless a large number of transactions are routed over the web the e-
banks cannot think of profit.
• There is lack of preparedness both on part of banks and customers in the adoption of new
technological changes.
• There is lack of proper infrastructure for the installation of e-delivery channels
3. RTGS:
Real Time Gross Settlement systems (RTGS) are specialist funds transfer systems where transfer of
money or securities takes place from one bank to another on a "real time" and on "gross" basis.
Settlement in "real time" means payment transaction is not subjected to any waiting period. The
transactions are settled as soon as they are processed. "Gross settlement" means the transaction is
settled on one to one basis without bundling or netting with any other transaction. Once processed,
payments are final and irrevocable.
RTGS systems are typically used for high-value transactions that require immediate clearing. In some
countries the RTGS systems may be the only way to get same day cleared funds and so may be used
when payments need to be settled urgently such as when purchasing a house. However most regular
payments would not use a RTGS system, but instead would use a national payment system or network
that allows participants to batch and net payments. The RTGS system is primarily meant for large value
transactions. Banks generally fix some range of value for RTGS transfer amount. Also some banks levy
RTGS charges. The RTGS transactions can even be scheduled in advance. RTGS transactions can be
as cash management transfer, hedging, interest, loan, securities, supplier payment, tax payment, trade,
trade settlement payment, value added tax payment etc.
In RTGS system, transactions are settled across accounts held at a central bank on a continuous gross
basis. Settlement is immediate, final and irrevocable. Credit risks due to settlement lags are eliminated.
However RTGS is different from NEFT. NEFT is an electronic fund transfer system that operates on a
Deferred Net Settlement (DNS) basis which settles transactions in batches. In DNS, the settlement
takes place with all transactions received till the particular cut-off time. These transactions are netted
(payable and receivables) in NEFT whereas in RTGS the transactions are settled individually. Any
transaction initiated after a designated settlement time would have to wait till the next designated
settlement time. Contrary to this, in the RTGS transactions are processed continuously throughout the
RTGS business hours.
Transactions through Retail Electronic Payment Systems: - The electronic payment systems such
as Electronic Clearing Service (ECS) credit and debit and National Electronic Fund Transfer (NEFT)
have improved the speed of financial transactions across the country. Electronic Clearing Service
(ECS) is one of the new electronic banking services. ECS is a non-paper based movement of funds
which is encouraged by the RBI on a wide scale. ECS consists of- Electronic Credit Clearing Service &
Electronic Debit Clearing Service. ECS brings down administration cost and ensures profitability and
productivity to the banks. National Electronic Fund Transaction (NEFT) is a deferred net settlement
system and is an improvement over other modes in terms of security and processing efficiency. Growth
rate in case of ECS has increased. Volume of NEFT has also increased
4. Automated Teller Machines (ATMs)
ATM is a modern device introduced by the banks to enable the customers to have access to money
day in day out without visiting the bank branches in person. ATM also called 24-hour tellers are
electronic terminals which give consumers the opportunity to bank at almost any time. The system is
known as “Any Time Money” because it enables the customers to withdraw money from the bank from
any of its ATMs round the clock installed at various places. ATM has become the most popular and
convenient delivery channel throughout entire country. Some ATMs charge a usage fee for this service,
with a higher fee for consumers who do not have an account at their institution. If a fee is charged, it
must be revealed on the terminal screen or on a sign next to the screen.
The banking transactions from home represent the biggest change in financial institutions since the
introduction of ATMs. Automated Teller Machines (ATMs) are used to withdraw cash, make deposits or
transfer funds between accounts; a consumer needs an ATM card and a personal identification
number. Common operations that are offered are: New accounts opened; Check balance and recent
account statements; Balance inquiries and recent movements in credit cards; Bank Transfers;
Consultation rates; Refers to monetary exchange; Consultation stock index (stock market); Requests
for cheque books; Report stolen / lost card; Payments by electronic transfer (credit card payments, bill
payment business by special agreements); Advisers and virtual simulators (calculation of monthly
loans, calculation of return on investments); Stop payment on cheques. These are just some of the
most common services offered today; the range of possibilities continues to grow. The operation of the
service is quite simple. Usually requires an initial contact between the customer and the bank that can
be personal or through the site itself or website and usually involves the execution of a contract or
agreement regulating the use of the service. The bank gives away a card bearing a unique card
number which is assigned to the customer and is linked to the bank account. The bank also provides
the customer with a personal password of a confidential nature, which allows its identification in the
system and should be used whenever it wants to access the account or transactions through the
service. The card is swiped and the password is presented to the machine for verification and for
further access to the transaction to be made by the customer.
Self-Check Exercise
Question IV:
Cost of handling transaction is reduced by ______________.
Question V:
Is Online Fund Transfer uses conditions and regulations (True/False)?
Question VI:
Settlement of transactions on one to one basic is called _____________.
Question VII:
High value transaction is required for immediate clearing in _________ system.
Summary
Electronic Banking (E banking/e-Banking) is a modern banking system. It is the accessibility of banking
services in electronic form which are traditionally available only at bank. E-Banking is changing the
ways of doing banking businesses with modern technologies (Internet) and techniques.
Glossary
• Automated
• Personal Computer
• Touch Tone Telephone
• Virtual Banking
• E-Delivery
• Indian Financial System Code (IFSC)
• Real Time Gross Settlement (RTGS)
• Deferred Net Settlement (DNS)
• Electronic Clearing Service (ECS)
• National Electronic Fund Transfer (NEFT)
Questions
Q.1 Define online banking.
Q.2 Discuss the applications of electronic fund transfer.
Q.3 What is an virtual bank.
Q.4 List the operations of e-banking.
Q.5 Describe the process of telephone banking services.
Q.6 What are the facilities that e-banking offers.
Q.7 Explain the challenges of e-banking.
Q.8 How is RTGS different from NEFT.
Q.9 Describe the working of ATMs.
Q.10 Explain the transaction process of ECS.

Answers to self-check Exercise

Question I: Internet Banking

Question II: False
Question III: E-Banking
Question IV: Telephone Banking
Question V: True
Question VI: Gross Settlement
Question VII: RTGS
 Chapter 5
MARKETING

Objectives:
 Introduction
 Online advertising
 Benefits of online advertising
 Disadvantages of online advertisements
 Types of Online Advertising
5.1 Introduction
In early years, marketing peoples used to depend upon traditional media such as television, radio,
newspapers, magazines etc.
Today, the internet has become main source for promoting businesses. There has been a rapid
increase in number of users since last few years.
Online marketing is advertising and marketing the products over internet. Online marketing totally relies
upon websites or e-emails to reach to the users.
5.2 Online advertising
Online advertising is a form of marketing and advertising which uses the Internet to deliver promotional
marketing messages to consumers. It includes email marketing, search engine marketing (SEM), social
media marketing, many types of display advertising (including web banner advertising) and mobile
advertising. Like other advertising media, online advertising frequently involves both a publisher, who
integrates advertisements into its online content, and an advertiser, who provides the advertisements to
be displayed on the publisher's content. It is also known as online marketing or Internet advertising.
Email marketing
Email marketing is directly marketing a commercial message to a group of people using email. In its
broadest sense, every email sent to a potential or current customer could be considered email
marketing. It usually involves using email to send advertisements, request business, or solicit sales or
donations, and is meant to build loyalty, trust, or brand awareness.
Search engine marketing
Search engine marketing (SEM) is a form of internet marketing that involves the promotion of websites by
increasing their visibility in search engine results pages (SERPs) through optimization and advertising.
Display advertising
Display advertising is a type of advertising that is located on websites. It can be seen in a wide range of different
formats and contains items such as texts, images, flash, video and audio. The main purpose is to deliver general
advertisements and brand messages to the million people connected to the internet each month.
Mobile advertising
Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. It is a
subset of mobile marketing.
Self-check Exercise
Question I:
SEM is used in _________.
Question II:
 Internet advertising involves both publisher and an advertiser (True/False).
Question III:
Through optimization __________ involves promotion of a website increasing their visibility in
SERPS.
5.3 Benefits of online advertising
• Cost: The low costs of electronic communication reduce the cost of displaying online
advertisements compared to offline ads. Online advertising, and in particular social media,
provides a low-cost means for advertisers to engage with large established communities.
Advertising online offers better returns than in other media.
• Measurability: Online advertisers can collect data on their ads' effectiveness, such as the
size of the potential audience or actual audience response, how a visitor reached their
advertisement, whether the advertisement resulted in a sale, and whether an ad actually
loaded within a visitor's view. This helps online advertisers improve their ad campaigns over
time.
• Formatting: Advertisers have a wide variety of ways of presenting their promotional
messages, including the ability to convey images, video, audio, and links. Unlike many offline
ads, online ads also can be interactive. For example, some ads let users input queries or let
users follow the advertiser on social media. Online ads can even incorporate games.
• Targeting: Publishers can offer advertisers the ability to reach customizable and narrow
market segments for targeted advertising. Online advertising may use geo-targeting to display
relevant advertisements to the user's geography. Advertisers can customize each individual
ad to a particular user based on the user's previous preferences. Advertisers can also track
whether a visitor has already seen a particular ad in order to reduce unwanted repetitious
exposures and provide adequate time gaps between exposures.
• Coverage: Online advertising can reach nearly every global market, and online advertising
influences offline sales.
• Speed: Once advertisement design is complete, online advertisements can be deployed
immediately. The delivery of online ads does not need to be linked to the publisher's
publication schedule. Furthermore, online advertisers can modify or replace ad copy more
rapidly than their offline counterparts.
Self-check Exercise
Question IV:
Online advertising increases the cost of electronic communication. (True/False)
Question V:
Speed of deployment of online advertisement is very slow. (True/False)

5.4 Disadvantages of online advertisements

• Banner blindness: Eye-tracking studies have shown that Internet users often ignore web page
zones likely to contain display ads (sometimes called "banner blindness"), and this problem is
worse online than in offline media. On the other hand, studies suggest that even those ads
"ignored" by the users may influence the user subconsciously.
• Fraud on the advertiser: There are numerous ways that advertisers can be overcharged for
their advertising. For example, click fraud occurs when a publisher or third parties click
(manually or through automated means) on a CPC ad with no legitimate buying intent. For
 example, click fraud can occur when a competitor clicks on ads to deplete its rival's advertising
budget, or when publishers attempt to manufacture revenue.
Click fraud is especially associated with pornography sites. Certain scamming websites
launches dozens of hidden pages on each visitor's computer, forcing the visitor's computer to
click on hundreds of paid links without the visitor's knowledge. As with offline publications,
online impression fraud can occur when publishers overstate the number of advertisement
impressions they have delivered to their advertisers. To combat impression fraud, several
publishing and advertising industry associations are developing ways to count online
impressions credibly.
• Heterogeneous clients: Because users have different operating systems, web browsers and
computer hardware (including mobile devices and different screen sizes), online ads may
appear to users differently from how the advertiser intended, or the ads may not display
properly at all. Furthermore, advertisers may encounter legal problems if legally required
information doesn't actually display to users, even if that failure is due to technological
heterogeneity.
• Ad-blocking: Ad-blocking, or ad filtering, means the ads do not appear to the user because
the user uses technology to screen out ads. Many browsers block unsolicited pop-up ads by
default. Other software programs or browser add-ons may also block the loading of ads, or
block elements on a page with behaviours characteristic of ads (e.g. HTML auto play of both
audio and video).
• Anti-targeting technologies: Some web browsers offer privacy modes where users can hide
information about themselves from publishers and advertisers. Among other consequences,
advertisers can't use cookies to serve targeted ads to private browsers.
• Privacy concerns: The collection of user information by publishers and advertisers has raised
consumer concerns about their privacy. Sixty percent of Internet users would use “Do Not
Track” technology to block all collection of information if given an opportunity. Many
consumers have reservations about by online behavioural targeting. By tracking users' online
activities, advertisers are able to understand consumers quite well. Advertisers often use
technology, such as web bugs and respawning cookies, to maximizing their abilities to track
consumers.
• Trustworthiness of advertisers: Scammers can take advantage of consumers' difficulties
verifying an online persona's identity, leading to artifices like phishing (where scam emails look
identical to those from a well-known brand owner) and confidence schemes. Consumers also
face malware risks, i.e. malvertising, when interacting with online advertising
• Spam: The Internet's low cost of disseminating advertising contributes to spam, especially by
large-scale spammers. Numerous efforts have been undertaken to combat spam, ranging from
blacklists to regulatory-required labelling to content filters, but most of those efforts have
adverse collateral effects, such as mistaken filtering.
Self-check Exercise
Question VI:
Does online advertisement have any disadvantages? (Yes/No)
5.5 Types of Online Advertising:
The types of online advertising methods in use are as follows.
• Banner Advertising
This form of online advertising is even older than the search engines themselves, and the concept is
pretty simple. You simply put some sort of banner (usually with a catchy image and headline) on a
relevant website. Users who choose to click the banners will end up on your website and hopefully
will make a purchase. The problem is that these days, web users have developed “banner blindness”
so only a small percentage will actually click on your ad. With this in mind, you need to make sure
that you’re not paying very much for your advertising, especially if you are paying a certain amount
per impressions (impressions means that your ad would show up a certain number of times and you
will get charged regardless of whether anyone actually clicks on your advertisement).
• Newsletter Advertising
You can contact webmasters and email programs to ask them if they are willing to sell ad space in
their newsletter or e-magazine. This way you will have access to their subscribers and be able to
reach them with a simple low cost advertisement. The ad can be something as simple as a text link
that states your website is a sponsor of that publication. Generous newsletters publishers may allow
you to have an entire page space on their sent publications to give you maximize exposure. This
makes it much simpler to reach an audience that wants to read the email with your website content
information included.
• Affiliate Marketing
Whether you specialize in physical products or in digital information products like e-books and other
courses, affiliate marketing is a great form of online advertising. The major advantage is that you
don’t actually have to pay your affiliates a commission until the sale is made. If you do a good job of
promoting your affiliate program in the appropriate marketplaces, then these affiliates can do most of
the legwork for you like writing articles, using pay per click advertising themselves, and ultimately
driving traffic to your product in any number of ways.
Unfortunately, there are still many website owners outside of traditional Internet marketing who are not
familiar with the concept of affiliate commissions and may think there is something shady going on. So
you simply have to be a salesperson and convince people that your affiliate program is legitimate and
profitable. You also have to make sure to choose an excellent network such as Clickbank or
Paydotcom.
• Social Media
The social media can be used as a form of online advertising, and Facebook ads are excellent
examples. At the same time, however, you have to realize that most people are simply using these
social networks to hang out with their friends and engaging in entertainment and conversations.
Major companies are already expressing doubts about the efficacy of social media marketing
campaigns. There are now entire books being written about social media ROI (return on investment),
so this tells you that you need to be careful not to waste a lot of time in busy work without evaluating
the results.
However Facebook does have its advantages as it uses an advertising system that is very simple to
implement and offers a wide scope of coverage in the Facebook website. Only Facebook users that
are within the specific demographic you choose will be able to see the advertising. This helps to
narrow down who sees advertising so you are not wasting your money on people who are not going
to be interested in what your website has to offer.
• Google AdWords (Pay-per-click Advertising)
Pay per click advertising is an excellent alternative for companies who have the financial resources and
can make an investment in order to bring targeted traffic to their websites. Like SEO traffic, AdWords is
considered targeted because people are actually typing in keyword phrases that are relevant to your
products and services before clicking on your advertisement. This can bring a flood of traffic to your
online business very quickly, and this is an excellent choice as long as you’re able to turn a profit.
That’s where the problem usually lies for small companies who are inexperienced with this form of
advertising. There is a lot of competition in pay per click campaigns these days, and it is very easy to
 waste a great deal of money if you don’t have the experience. Many e-commerce stores get wrapped
up in bidding wars that cost product margins to drop substantially. Therefore, if you’re going to give
this form of advertising a try, just make sure that you take an excellent training course and be ready
to invest some money in the beginning while you figure out the entire process.
• Pop-Up Ads
According to many webmasters, pop-up ads are the most annoying type of advertisement, although
there is little evidence this sentiment is shared by the larger Web community.
Pop-up ads consist of a small window that "pops up" over the main browser window when you enter a
site (and sometimes when you leave it, a favourite tactic of adult sites). The pop-up windows can
contain anything: text, graphics, a form to collect information or email addresses, even a little game.
There are two downsides to pop-up ads, one for webmasters, one for advertisers. From a
webmaster's point of view, pop-up ads wrench control of the browser away from their own page, and
some badly-written pop-up ads may also crash certain browsers, leaving a permanently bad
impression in a visitor's mind. From an advertiser's point of view, most pop-up windows can be
minimized (hidden behind the other windows) with relative ease, so if the pop-up window is being
used to rotate ads on a time basis, your advertisement may not even be visible but you'll still be
charged for it.
• Rich Media Ads
Rich media ads make use of multimedia elements such as sound, animation (often using plugins
such as Shockwave or Flash) and Java/JavaScript to drive the message home. Great for
advertisers, less good for webmasters since the premium for rich-media ads is not particularly high,
but the extra load time and annoyance can be considerable (you'll lose your audience of visitors
surfing from work on audio-equipped PCs for a start if your site suddenly blares out music!).
• Pre-Roll Video Ads
Pre-roll ads are fantastic for branding, since the users are forced to sit through at least five to 10
seconds of advertising before they see their desired video. They’re also an acceptable option for
direct response, although usually less effective than banners.
Because most users will click through using the ‘skip’ button after watching the first few seconds of
your video, it’s important to get your message through quickly when using pre-roll advertising to
market your business.
• Video Overlay Ads
There’s more to video advertising than just the pre-roll. Video overlay ads are text or banner ads that
are displayed on top of a YouTube video. Like pre-roll ads, they can be purchased, designed and
targeted using the Ad words Display Network.
Video overlay ads can be targeted using a variety of variables. You can select target keywords and
display your ads on related videos, use placement targeting or select a retargeting audience to
reach an audience that’s already visited your website. While pre-roll video ads are ideal for branding,
video overlay ads are generally the best choice for direct response. The key to an effective video
overlay ad campaign is twofold: great targeting and even better copywriting.
• Contextual Ads
Contextual advertising is not an advertising example itself. It is technically a form of targeting for other
advertising formats. Contextual advertisements can be banners, as in the example above, video
overlay ads, social media ads and much more.
Although contextual ads can seem a little creepy at times, they’re beneficial for both users and
advertisers. Users get to see ads that are actually of interest to them, while advertisers benefit from a
more motivated and enthusiastic marketing audience.
Self-check Exercise
Question VII:
Banner advertising, Affiliate Marketing, Google Ad words, popup-ads is not a type of online
advertising. (True/False)
Summary
• Online advertising is a form of marketing and advertising which uses the Internet to deliver
promotional marketing messages to consumers.
• Email marketing is directly marketing a commercial message to a group of people using email.
• Search engine marketing (SEM) is a form of internet marketing that involves the promotion of
websites by increasing their visibility in search engine results pages (SERPs) through
optimization and advertising.
• Display advertising is a type of advertising that is located on websites. It can be seen in a wide
range of different formats and contains items such as texts, images, flash, video and audio.
• Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices.
It is a subset of mobile marketing.
• Ad-blocking, or ad filtering, means the ads do not appear to the user because the user uses
technology to screen out ads.
• Pay per click advertising is an excellent alternative for companies who have the financial
resources and can make an investment in order to bring targeted traffic to their websites.
• Rich media ads make use of multimedia elements such as sound, animation (often using
plugins such as Shockwave or Flash) and Java/JavaScript to drive the message home.
Glossary
• Email Marketing
• Search Engine Marketing (SEM)
• Search Engine Result Pages (SERPs)
• Spam
• E-Magazine
• E-Book
• ClickBank
• PaydotCom
• Return on Investment (ROI)
• Adwords Display Network
Questions
Q.1 Explain online advertising. What are its advantages and disadvantages?
Q.2 Explain Email marketing.
Q.3 Explain Display advertising.
Q.4 Explain Search engine marketing.
Q.5 Explain Mobile advertising.
Q.6 Explain Benefits of online advertising
Q.7 Define Ad-blocking.
Q.8 Describe various examples of online advertising.
Q.9 What is the difference between pre-roll video Ads and video overlay Ads?
Q.10 Explain Pay-per-click Advertising.

Answers to Self-Check Exercise

Question I: Online Advertising

Question II: True
Question III: SEM
Question IV: False
Question V: False
Question VI: Yes
Question VII: False
 Chapter 6
SEARCH ENGINE

Objectives:
 Introduction
 Search Engine as an advertising media
 Working of search engine
 Search engine marketing
 Tools for search engine advertising
 Search engine optimisation
 SEO concept & techniques
6.1 Introduction
It helps to locate Information on World Wide Web. Search engines are computer system which stores
information, categorize it, and show it to user. Search engines are used as tools by large number of
people throughout the world.
Main components of search engines are listed below:
• Web crawler
• Database
• Search interfaces
Main search engines are:
• Google
• Bing
• Yahoo
• Yandez
• Baido
6.2 Search Engine as an Advertising Media
Search engine as an advertising media refers to the short text advertisements which generally appear
at the top or down the right hand side of search engine results. These are often labelled as "sponsored
Links" or "sponsored results".
These advertisements are generally purchased from Google (the Google Adwords product), or Yahoo!
Search Marketing. It is also known as search engine marketing (SEM).
Search engine advertising includes sponsorships, pay-for-placement (PFP) advertising and maybe
contextual advertising.
Self-check Exercise
Question I:
Search Engine advertising includes _________and ________.
Question II:
Advertisements appear at the top or down the left hand side of search engine results.
(True/False)
6.3 Working of search engine
Search engines have one objective to provide the user with the most relevant results possible in
relation to your search query. If the search
engine is successful in providing you with information that meets your needs, then you are a happy
searcher. And happy searchers are more likely to come back to the same search engine time and time
again because they are getting the results they need.
In order for a search engine to be able to display results when a user types in a query, they need to
have an archive of available information to choose from. Every search engine has proprietary methods
for gathering and prioritizing website content. Regardless of the specific tactics or methods used, this
process is called indexing. Search engines actually attempt to scan the entire online universe and index
all the information so they can show it to you when you enter a search query.
Every search engine has what are referred to as bots, or crawlers, that constantly scan the web,
indexing websites for content and following links on each webpage to other web pages. If your website
has not been indexed, it is impossible for your website to appear in the search results as shown in
figure 6.1. Unless you are running a shady online business or trying to cheat your way to the top of the
search engine results page (SERP), chances are your website has already been indexed.
So, big search engines like Google, Bing, and Yahoo are constantly indexing hundreds of millions, if not
billions, of web pages. How do they know what to show on the SERP when you enter a search query?
The search engines consider two main areas when determining what your website is about and how to
prioritize it.
1. Type of content on the website: When indexing pages, the search engine bots scan each
page of your website, looking for clues about what topics your website covers and scanning
your website’s back-end code for certain tags, descriptions, and instructions.
2. Links to other web pages: As the search engine bots scan web pages for indexing, they
also look for links from other websites. The more inbound links a website has, the more
influence or authority it has. Essentially, every inbound link counts as a vote for that
website’s content. Also, each inbound link holds different weight. For instance, a link from a
highly authoritative website like The New York Times (nytimes.com) will give a website a
bigger boost than a link from a small blog site. This boost is sometimes referred to as link
juice.
When a search query is entered, the search engine looks in its index for the most relevant information
and displays the results on the SERP.
 Figure 6.1: Search Engine
The results are then listed in order of most relevant and authoritative.
If you conduct the same search on different search engines, chances are you will see different results
on the SERP. This is because each search engine uses a proprietary algorithm that considers multiple
factors in order to determine what results to show in the SERP when a search query is entered as
shown in Figure 6.2 (a) and Figure 6.2(b).
 Figure 6.2 (a): Different Results In Different Search Engines

Figure 6.2 (b) Different Results In Different Search Engines

Self-Check Exercise
Question III:
Search Engine uses ___________ methods for gathering and prioritizing website content.
Question IV:
 Bots are used for scanning webs (True/False).
6.4 Search Engine Marketing
Search engine marketing is a form of Internet marketing that involves the promotion of websites by
increasing their visibility in search engine results pages. SEM may use search engine optimization
(SEO). Search Engine Optimisation is defined as the process of building pages in a manner which
enables the pages to rank highly in algorithmically determined search results, which are generally
displayed on the left hand side of the page. The algorithmic results are independently determined by
the search engine's own mathematical algorithm, and are based on relevance to the search phrase.
Search engines use complex mathematical algorithms to determine the relevance of indexed pages for
a particular search phrase.
As an Internet marketing strategy, SEO considers how search engines work, what people search for,
the actual search terms or keywords typed into search engines and which search engines are preferred
by their targeted audience. Optimizing a website may involve editing its content, HTML and associated
coding to both increase its relevance to specific keywords and to remove barriers to the indexing
activities of search engines.
Self-Check Exercise
Question V:
SEM uses _________.
6.5 Tools for Search engine advertising
There are four categories of methods and metrics used to optimize websites through search engine
marketing.
1. Keyword research and analysis: It involves ensuring the site can be indexed in the search
engines, finding the most relevant and popular keywords for the site and its products, and
using those keywords on the site in a way that will generate and convert traffic. A follow-on
effect of keyword analysis and research is the search perception impact. Search perception
impact describes the identified impact of a brand's search results on consumer perception,
including title and meta tags, site indexing, and keyword focus. As online searching is often the
first step for potential consumers/customers, the search perception impact shapes the brand
impression for each individual.
2. Website saturation and popularity: It is used to know how much presence a website has on
search engines, can be analyzed through the number of pages of the site that are indexed on
search engines (saturation) and how many back links the site has (popularity). It requires
pages to contain keywords people are looking for and ensure that they rank high enough in
search engine rankings. Most search engines include some form of link popularity in their
ranking algorithms.
3. Back end tools: It includes Web analytic tools and HTML validators, provide data on a website
and its visitors and allow the success of a website to be measured. They range from simple
traffic counters to tools that work with log files and to more sophisticated tools that are based
on page tagging (putting JavaScript or an image on a page to track actions). These tools can
deliver conversion-related information.
4. Who is tools: These tools reveal the owners of various websites, and can provide valuable
information relating to copyright and trademark issues.
Self-Check Exercise
Question VI:
Can we index our website in search engine? (True/False)
Question VII:
Number of pages of website that are indexed on Search Engine is called __________.
Question VIII:
Popularity is number of _________ the website has.
6.6 Search Engine Optimisation
Search engine optimization (SEO) refers to techniques that help your website rank higher in organic (or
“natural”) search results, thus making your website more visible to people who are looking for your
product or service via search engines.
SEO is part of the broader topic of Search Engine Marketing (SEM), a term used to describe all
marketing strategies for search. SEM entails both organic and paid search. With paid search, you can
pay to list your website on a search engine so that your website shows up when someone types in a
specific keyword or phrase. Organic and paid listings both appear on the search engine, but they are
displayed in different locations on the page.
Self-Check Exercise
Question IX:
Search Engine Marketing involves ____________ and _____________.
6.7 SEO Concept & Techniques
Search engine optimisation can be done using following two main strategies:
1. Off-page SEO
2. On-page SEO
Off-page SEO
On-page SEO covers everything you can control on each specific webpage and across your website to
make it easy for the search engines to find, index, and understand the topical nature of your content.
On-page SEO
Off-page SEO covers all aspects of SEO that happen off your website to garner quality inbound links.
Compared to on-page SEO, off-page SEO can certainly be more difficult to execute. Off-page SEO
entails building relationships with other websites through the creation of attractive content, or reaching
out to the people who run the websites. This process of building relationships is called link building.
Who is linking to you, how they are linking to you, and how your content is shared in social networks
and across the web are all factors that can have a significant impact on your ability to rank on the
SERP.
Search Engine Optimization Techniques
SEO techniques are used to get more visibility for the websites in search engine results pages.
SEO techniques are classified into two broad categories:
• White Hat SEO - Techniques that search engines recommend as part of a good design.
• Black Hat SEO - Techniques that search engines do not approve and attempt to minimize the
effect of. These techniques are also known as spamdexing.
White Hat SEO
An SEO tactic is considered as White Hat if it has the following features:
• It conforms to the search engine's guidelines.
• It does not involve in any deception.
 • It ensures that the content a search engine indexes, and subsequently ranks, is the same
content a user will see.
• It ensures that web page content should have been created for the users and not just for the
search engines.
• It ensures good quality of the web pages.
• It ensures availability of useful content on the web pages.
Black Hat SEO
An SEO tactic is considered as Black Hat or Spamdexing if it has the following features:
• Attempting ranking improvements that are disapproved by the search engines and/or involve
deception.
• Redirecting users from a page that is built for search engines to one that is more human
friendly.
• Redirecting users to a page that was different from the page the search engine ranked.
• Serving one version of a page to search engine spiders/bots and another version to human
visitors. This is called Cloaking SEO tactic.
• Using hidden or invisible text or with the page background color, using a tiny font size or hiding
them within the HTML code such as "no frame" sections.
• Repeating keywords in the meta tags, and using keywords that are unrelated to the website
content. This is called meta tag stuffing.
• Calculated placement of keywords within a page to raise the keyword count, variety, and density
of the page. This is called keyword stuffing.
• Creating low-quality web pages that contain very little content but are instead stuffed with very
similar keywords and phrases. These pages are called Doorway or Gateway Pages.
• Mirror websites by hosting multiple websites all with conceptually similar content but using
different URLs.
• Creating a rogue copy of a popular website which shows contents similar to the original to a
web crawler, but redirects web surfers to unrelated or malicious websites. This is called page
hijacking.

Self-check Exercise
Question X:
Spamdexing is also known as ____________.
Question XI:
All aspects of SEO are covered by __________.
Question XII:
Page Hijacking is a feature of Black hat SEO (True/False).
Summary
• Search engine as an advertising media refers to the short text advertisements which generally
appear at the top or down the right hand side of search engine results.
• Every search engine has what are referred to as bots, or crawlers, that constantly scan the web,
indexing websites for content and following links on each webpage to other web pages.
 • On-page SEO covers everything you can control on each specific webpage and across your
website to make it easy for the search engines to find, index, and understand the topical nature
of your content.
• Off-page SEO covers all aspects of SEO that happen off your website to garner quality inbound
links.
• Every search engine has proprietary methods for gathering and prioritizing website content.
• Search engines actually attempt to scan the entire online universe and index all the information
so they can show it to you when you enter a search query.
Glossary
• Query
• Indexing
• Crawler
• Search Engine Optimization (SEO)
• Spamdexing
• Proprietary Algorithm
• Uniform Resource Locator (URLs)
• Meta tags
Questions
Q.1 What is search engine? Explain its role in advertising media.
Q.2 What is Search engine optimisation?
Q.3 What are the various methods and techniques for search engine optimisation?
Q.4 What are various SEO tools?
Q.5 Which are important factors for a search engine algorithm?
Q.6 Differentiate between on-page SEO and off-page SEO.
Q.7 What is white hat search engine optimization technique?
Q.8 What is black hat search engine optimization technique?
Q.9 What are various tools for search engine advertising?
Q.10 What is the role of web crawlers in search engine?

Answers to Self-check Exercise

Question I: Sponsorship and pay for placement
Question II: False
Question III: Proprietary
Question IV: True
Question V: SEO
Question VI: True
Question VII: Saturation
Question VIII: Links
Question IX: Organic and paid search
Question X: Black Hat SEO
Question XI: Off page SEO
Question XII: True
 Chapter 7
EMAIL MARKETING

Objectives:
 Introduction
 Email Marketing
 Social Networking and Marketing
 Promotion & Opinion
 Viral marketing
 E-retailing
 Methods for E-retailing in Global Online Market
 Advantages of E-retailing
 Limitations of E-retailing
7.1 Introduction
Email marketing is one the most traditional form of digital marketing. Promoting a business by sending
emails and newsletter to users is called as email marketing. The idea is to gather to a database of
email addresses of customers and then send those peoples emails to keep them engaged with
company’s news and offerings.
It is most appealing and least expensive means of marketing.
7.2 Email Marketing
Email marketing is directly marketing a commercial message to a group of people using email. In its
broadest sense, every email sent to a potential or current customer could be considered email
marketing. It usually involves using email to send ads, request business, or solicit sales or donations,
and is meant to build loyalty, trust, or brand awareness. Email marketing can be done to either sold lists
or a current customer database. Broadly, the term is usually used to refer to sending email messages
with the purpose of enhancing the relationship of a merchant with its current or previous customers, to
encourage customer loyalty and repeat business, acquiring new customers or convincing current
customers to purchase something immediately, and adding advertisements to email messages sent by
other companies to their customers.
Types of Email Marketing
Email marketing can be carried out through two types of emails:
1. Transactional emails
Transactional emails are usually triggered based on a customer’s action with a company. To be
qualified as transactional or relationship messages, these communications' primary purpose must be to
facilitate, complete or confirm a commercial transactions that the recipient has previously agreed to
enter into with the sender, along with a few other narrow definitions of transactional messaging.
Triggered transactional messages include dropped basket messages, password reset emails, purchase
or order confirmation emails, order status emails, reorder emails and email receipts.
Many email newsletter software vendors offer transactional email support, which gives companies the
ability to include promotional messages within the body of transactional emails. There are also software
vendors that offer specialized transactional email marketing services, which include providing targeted
and personalized transactional email messages and running specific marketing campaigns such as
customer referral programs.
2. Direct emails
Direct email or interruption based marketing involves sending an email solely to communicate a
promotional message, for example, an announcement of a special offer or a catalogue of products.
Companies usually collect a list of customer or prospect email addresses to send direct promotional
messages to, or they can also rent a list of email addresses from service companies, but safe mail
marketing is also used.
Advantages of Email Marketing
• An exact return on investment can be tracked and has proven to be high when done properly.
Email marketing is often reported as second only to search marketing as the most effective
online marketing tactic.
• Advertisers can reach substantial numbers of email subscribers who have opted in to receive
email communications on subjects of interest to them.
• If compared to standard email, direct email marketing produces higher response rate and higher
average order value for e-commerce businesses.
Self-check Exercise
Question I:
We can communicate our commercial message to a group of people using emails. (True/False)
Question II:
Email marketing uses _____________ type of emails.
Question III:
Traditional emails are based on _______________.
Question IV:
Direct email is also known as __________.
7.3 Social Networking and Marketing
The most well-known social software applications are weblogs, wikis, social networking sites and
instant messaging. Social networking at a high level is described as the convergence of technologies
that make it possible for individuals to easily communicate, share information, and form new
communities online. But the big question today is not what social networking is, but rather what it
means for businesses.
During the fast growth of social media and software, social networks are forcing companies to increase
activities in their traditional CRM systems. These popular websites could be a great approach for
companies and customers to improve their communications by applying them in computers and mobile
devices. Through the social networks the way, which the company uses in its marketing, is changed.
Business can take benefit through applying Social network marketing in order to cooperate with
companies to achieve their goals. One of the most important advantages of Internet based application
is creating an interactive contact between stakeholders that enable businesses to get feedback directly
from their customers.
In parallel companies can gain benefits through social marketing: they can achieve a better
understanding of the customer needs and then they can build effective relationships with customers.
Although social marketing is a common concept in business, there is a few numbers of people aware of
its effective role in marketing. Social Marketing is a known term but not all the people know what it is
exactly and what are the opportunities and risks from it. Social network marketing can be very
advantageous for businesses.
Social Media Marketing
Marketing is the process, which is used to determine what products or services can be of interest to
customer. Social networks help in improving the marketing of organizations to new insights about the
brand, which offers innovative ways to implement the basic marketing programs, as well as new
methods to win in online discussions of important business. So they can use these new opportunities,
they need the tools that their companies can monitor conversations across the Internet effectively and
participate. The goal is to link the success of activities in social networks with marketing programs and
processes.
Social Networking Sites
Social networking sites are the source of almost inexhaustible views of clients and situations, and the
challenge is to control this information in an appropriate manner and in a meaningful way for the
company and that brings real benefits for them. Social networking is also a suitable framework for core
activities in marketing on the Internet. Social networks provide the opportunity to talk with customers on
a personal level, which is usually difficult to achieve or impossible through traditional channels.
Marketing on social networking sites is not a substitute for traditional marketing. It should be treated as
an additional channel with unique characteristics that can complement other marketing activities. With
this approach, we can increase the effectiveness of each channel.
Self-Check Exercise
Question V:
Social networks are forcing companies to increase activities in ___________.
Question VI:
Social networks do not help in improving the marketing of organizations (True/False).
7.4 Promotion & Opinion
The promotion of social media is very crucial in social marketing. The reason for a company or brand’s
social media participation, the audience they’re trying to reach, budget/resources and the actual social
platforms being used will all flavor how a social media program can and should be promoted.
As an example, let’s say a fan page has been created on facebook to promote a specific brand/product.
The promotion of that fan page could be accomplished through:
On – Facebook
• Facebook advertising.
• Contest or giveaway promotions that encourage fans to share links back to the fan page.
• Participation in groups and other fan pages that reach the audience being targeted.
• Leverage mailing lists of other group or fan pages for the same brand.
• Creation of a widget that provides the ability to interact with users, offer value and invite users
back to the fan page.
Off – Facebook:
• SEO and link building to landing pages
• Press release optimization & promotion
• Email promotions to segmented lists
• Cross promotion to facebook fan page from other social media properties
Another example might involve a newly launched company blog. A blog should have content when it
goes live, so anywhere from 5-15 posts can provide a good start for promotion.
Self-check Exercise
Question VII:
 Promotion of social media is very crucial in _____________.
7.5 Viral Marketing
“Viral marketing” is an advertising strategy in which people pass on a marketing message to others. For
example, when hotmail first began to offer free email addresses, the following message was included at
the bottom of every message: “Get your private, free email at http://www.hotmail.com”. When people
received emails from friends and family that were already using hotmail, many of them would sign up
for their own accounts. Later on, these new hotmail users would send out their own emails, thereby
continuing the cycle.
To create and promote an ad that you want to “go viral”, you have to show it to several focus groups.
Based on their responses, you estimate that the average viewer will send your ad to three other people
the next day. If you send the ad to five people on the first day, how many new people do you expect will
see the ad each day for the first week? How many people in total will see the ad each day for the first
week?
Hence viral marketing refers to marketing techniques that use pre-existing social networking services
and other technologies to try to produce increases in brand awareness or to achieve other marketing
objectives (such as product sales) through self-replicating viral processes, analogous to the spread of
viruses or computer viruses. It can be delivered by word of mouth or enhanced by the network effects
of the Internet and mobile networks. Viral advertising is personal and, while coming from an identified
sponsor, it does not mean businesses pay for its distribution. Most of the well-known viral ads
circulating online are ads paid by a sponsor company, launched either on their own platform i.e.
company webpage or social media profile or on social media websites such as youtube. Consumers
receive the page link from a social media network or copy the entire ad from a website and pass it
along through e-mail or posting it on a blog, webpage or social media profile. Viral marketing may take
the form of video clips, interactive flash games, e-books, software, images, text messages, email
messages or web pages.
Self-Check Exercise
Question VIII:
__________ refers to marketing techniques that use pre-existing social networking services.

Question IX:
To promote and create an ad about any product you have to do ________.
7.6 E-retailing
E-Retailing is the use of technology such as computers and the internet to sell a range of
products and services online to the world.
7.7 Methods for E-retailing in Global Online Market
The following methods can be used to make products and service be available to the global market:
• Using banners on others sites to advertise
• Using word of mouth
• Using social networking sites to advertise such as twitter to alert people when a new product is
available
• Use of existing contacts with customers to invite them through email.
• If the funds are available use television advertisement and radio advertisement.
Self-Check Exercise
Question X:
Can we make our product available to global market by using banner and social networking? (Yes/No)
7.8 Advantages of E-retailing
• E-Retailing opens up many doors for companies.
• E-Retailing provides a greater range of people to whom the products can be sold.
• This can lead to increase in profits and a decrease in costs.
• The web site can also lead to opportunities of better and cheaper products to sell thought
globalization.
7.9 Limitations of E-retailing
• Privacy: Some consumers are reluctant to embrace e-retailing because of privacy issues.
Making an online purchase often requires disclosing personal information such as an address,
telephone number and banking or credit card account information. While many people feel
making an online purchase does not compromise their personal information, some still prefer
not to take a chance of having their account information accessed by a third party, and will only
make their purchases at a storefront operation.
• Unfamiliarity: There are always going to be people who prefer to do their shopping at a brick
and mortar location. Some people are resistant to change and may not want to embrace e-
retailing due to a lack or knowledge about the process or a general reluctance to purchase an
item they cannot physically examine. If the product does not meet the customer's expectations
in some way, such as being the wrong size or defective, he must then spend time sending it
back and waiting for the replacement product to arrive.
• Lack of consumer trust and security: People may have more trust and confidence in dealing with
a physical retail store than with an online e-retailer. They know that the store is there, and if they
have a problem they know where to go. In contrast, a website might look very impressive, yet
the business might simply be a person working part-time with a laptop computer on a kitchen
table, which could close the business at any time or simply decide to ignore customers who
have complaints. Some consumers might not only be leery of the solidness of an e-retailer but
also be hesitant to share credit card and other personal information over the internet to
someone they can’t see.
• Hard to build customer relations: The friendly smile of an employee greeting you as you walk
into a retail store can go a long way in building customer relations, helping ensure repeat
business. Helpful and knowledgeable interaction with store employees creates confidence with
customers. E-tailing lacks the opportunity for face-to-face contact and must try other means to
establish long-term relationships with customers.
• Additional costs: E-retailing involves additional costs for purchased items compared to
purchases made at brick and mortar stores. Items must be mailed or shipped, incurring not only
the additional cost of postage but also for packing materials, which can be significant if items
are large or fragile. When items have to be returned, even more postage may be required by the
e-retailer for return shipping costs.
• Can't feel products: Just looking at a photograph and reading a description of a product may
give enough information for a consumer to make a purchase online. Some products, however,
need to be held, smelled, touched and listened to in person, making them poor candidates for e-
tailing. Musicians, for example, will typically want to play an acoustic guitar before making a
purchase, since every guitar has its own unique feel and sound. A person interested in buying
speakers for his home stereo may want to listen to them, which can be demonstrated in a retail
store but not through an online e-retailer.
Self-Check Exercise
Question XI:
Can user faces privacy issues while purchasing something online? (Yes/No)
Summary
• Email marketing is directly marketing a commercial message to a group of people using email.
• Marketing is the process, which is used to determine what products or services can be of
interest to customer.
• Social networking is also a suitable framework for core activities in marketing on the Internet.
• Viral marketing is an advertising strategy in which people pass on a marketing message to
others.
• E-Retailing is the use of technology such as computers and the internet to sell a range of
products and services online to the world.
• Some consumers are reluctant to embrace e-retailing because of privacy issues.
• People may have more trust and confidence in dealing with a physical retail store than with an
online e-retailer.
Glossary
• Web-Blogs
• Wiki’s
• Social Network
• Instant Messaging
• Viral Marketing
• E-retailing
• Electronic Customer Relationship Management (E-CRM)
• E-tailing
• Advertisement
• Social Marketing
Questions
Q.1 Define email marketing. What are its features?
Q.2 Explain briefly various types of email marketing.
Q.3 What is social media networking and social media marketing.
Q.4 Explain the role of social media in marketing. How it is promoted?
Q.5 Define viral marketing. What are its features?
Q.6 Define e-retailing. What are various advantages of e-retailing?
Q.7 Explain the limitations of e-retailing.
Q.8 Differentiate between transactional email and direct email.
Q.9 What are privacy issues in e-retailing?
Q.10 What kind of additional costs occur in e-retailing?

Answers to Self-check Exercise

Question I: True
Question II: Two
Question III: Customer action
Question IV: Interruption based Marketing
Question V: CRM System
Question VI: False
Question VII: Social Networking
Question VIII: Viral Marketing
Question IX: Viral Marketing
Question X: Yes
Question XI: Yes
 Chapter 8
CRM AND INFORMATION TECHNOLOGY

Objectives:
 Introduction
 CRM software
 Role of information technology in CRM
 Tools to conducting online research
 Secondary research
 Online focus groups
 Web based surveys
 Design Guidelines for Web-Based Surveys
 Data mining from social networking sites
8.1 Introduction
Customer relationship management (CRM) is a term that refers to practices, strategies and
technologies that companies use to manage and analyze customer interactions and data throughout
the customer lifecycle, with the goal of improving business relationships with customers, assisting in
customer retention and driving sales growth. CRM systems are designed to compile information on
customers across different channels -- or points of contact between the customer and the company --
which could include the company's website, telephone, live chat, direct mail, marketing materials and
social media. CRM systems can also give customer-facing staff detailed information on customers'
personal information, purchase history, buying preferences and concerns.
8.2 CRM Software
CRM software consolidates customer information and documents into a single CRM database so
business users can more easily access and manage it. The other main functions of this software
include recording various customer interactions (over email, phone calls, social media or other
channels, depending on system capabilities), automating various workflow processes such as tasks,
calendars and alerts, and giving managers the ability to track performance and productivity based on
information logged within the system.
Features of CRM software
• Marketing automation: CRM tools with marketing automation capabilities can automate
repetitive tasks to enhance marketing efforts to customers at different points in the lifecycle. For
example, as sales prospects come into the system, the system might automatically send them
marketing materials, typically via email or social media, with the goal of turning a sales lead into
a full-fledged customer.
• Sales force automation: Also known as sales force management, sales force automation is
meant to prevent duplicate efforts between a salesperson and a customer. A CRM system can
help achieve this by automatically tracking all contact and follow-ups between both sides.
• Contact centre automation: Designed to reduce tedious aspects of a contact centre agent's job,
contact centre automation might include pre-recorded audio that assists in customer problem-
solving and information dissemination. Various software tools that integrate with the agent's
desktop tools can handle customer requests in order to cut down the time of calls and simplify
customer service processes.
 • Geolocation technology or location-based services: Some CRM systems include technology that
can create geographic marketing campaigns based on customers' physical locations,
sometimes integrating with popular location-based GPS apps. Geolocation technology can also
be used as a networking or contact management tool in order to find sales prospects based on
location.
Self-Check Exercise
Question I:
Main function of CRM software includes __________ and ___________.
Question II:
CRM system automatically tracks all contacts. (True/False)
8.3 Role of information technology in CRM
Technology and customer relationship management (CRM) software go hand and hand. CRM is
software. CRM software extents across the organizational structure beginning with a web-based, user-
friendly interface for sales executives and customer service personnel and ending with massive
databases and knowledge management systems. In some applications, the web-based interface
extends to the customer as well. The primary objective of any company or corporation is the get and
keep a customer. Customer relationship management (CRM) is an information technology-driven
strategy companies use to get and keep a customer.
Everything about CRM is information technology-driven. Technology is pervasive from the basic user-
friendly interface to complex back-end database and knowledge management systems. Massive
databases are the heart of any CRM system. Data is collected from multiple sources ranging from data
entry from customer service personnel to online data collection forms made available to the customer
via a web browser. Sales executives or customer service personnel can access this data via the
worldwide web, an extranet relationship with a corporate partners or an internal corporate intranet.
Given the rise of PDAs and smartphones, many companies offer CRM mobile applications to sales
executives in the field.
CRM technology components
CRM applications has three primary technology components that are referred to as customer touch
points, applications, and data stores.
Customer touch points: Customer touch points are the primary human interface with customers. This
is the beginning of the sales process. Sales people or customer service personnel communicate with
the customer and input data into the system. Or, with the web, this interface could be through an online
form where the customer is asking for more information.
Applications: Applications is the software interface between the customer touch points and corporate
databases.
Data stores: Data stores represent the data stored in the databases as well as the knowledge
management systems designed to interpret the data and map out customer buying habits or buying
behavior patterns.
Advantages of IT in CRM
• Using CRM & internet, one not only achieve support for online customer but also improve
relationship with traditional customer.
• It facilitates global reach of services through internet.
• IT enables both customer & employees to be more effective in getting & providing services.
• IT helps in providing complete product information.
 • IT helps in providing an easy ordering and billing process.
• IT plays pivotal role to play in enabling companies to maximize profitability through more
precise targeting of market segment & micro segment within.
• IT assist in managing the data required to understand customer so that appropriate CRM
strategies can be adopted.
Disadvantages of IT in CRM
• Loss of human contacts & personal interaction
• There are tremendous investment cost in it for fine, often with uncertain payback.
• It may not understand the marketing objective & analysis effectively and sometimes work on
wrong data results in wastage of time & money.
• It threatens privacy of customers in many ways, e.g. hacking, stealing data over the internet etc.
Self-Check Exercise
Question III:
________Strategy is used by companies to get and keep their customers.
Question IV:
_________ are the heart of CRM system.
Question V:
Most of the sales executives use CRM Mobile application (True/False).
8.4 Tools to conduct online research
Using the Internet to conduct quantitative research presents challenges not found in conventional
research. Some of our knowledge concerning the effective design and use of paper-based surveys
does translate into electronic formats. However, electronic surveys have distinctive technological,
demographic and response characteristics that affect how they should be designed, when they can be
used and how they can be implemented. Survey design, subject privacy and confidentiality, sampling
and subject solicitation, distribution methods and response rates and survey piloting are critical
methodological components that must be addressed in order to conduct sound online research.
Tools
The following techniques can be used to gather market information with the help of a few mouse clicks
and keystrokes:
• Keyword Search: One must know how to do a simple Web search using search engines such
as Google and Yahoo. Take that a step farther by searching for "keywords" that people would
use to find your type of products or services on the Internet. Analyse how much interest there is
in these keywords -- and how many competitors you have in this market. Keyword searches can
also help remind you of product niches that you might not have considered.
• Competitor Links: A traditional search engine can also help you check out your competitors,
their prices, and their offerings. Try typing 'link:www.[competitor's name].com' into Google to find
out how many other sites link to your competitor's website. It is a great way to see a
competitor's link development and strategies.
• Read Blogs: Blogs are updated much more regularly than traditional websites and, therefore,
they can be another gauge of public opinion.
• Conduct Online Surveys: Another way to gauge public opinion is through online surveys.
While not as scientific as in-person or phone surveys that use a random sampling of the
 population, online surveys are a low-cost way to do market research about whether an idea or a
product will be appealing to consumers.
Features of questionnaire in conducting online research
Following features must be incorporated in the survey design while conducting online research:
• Respondent can designate conditions of release, use, retention and disposal of personal data.
• Send invitations and surveys separately.
• Offer e-incentives.
• Collect data through web pages.
• Provide multiple response options.
• Use “remailers” to ensure anonymity.
• Do not troll through observation.
• Do not use “cookies”.
• Do not use links from personalized sites.
• Provide disclosures.
• Provide 3rd party privacy certification.
• Use credible domains.
• Use encryption for sensitive material.
• Use hypertext links for long disclosures.
• Disclose sampling procedures.
• Community leader consent for member email addresses can be obtained.
• Provide survey results to respondents.
• Use self-selected user ids, passwords.
• Provide “rather not say” response option for sensitive questions.

Self-Check Exercise
Question VI:
We can gather market information with the help of internet. (True/False)
Question VII:
Blogs/Online surveys are tools to conduct online Research. (Yes/No)
Question VIII:
Traditional websites are updated more regularly than blogs. (True/False)
8.5 Secondary research
Secondary sources consist of data that has already been produced and can be contemporary or
historical, qualitative or quantitative. Secondary research involves the summary, collation and synthesis
of existing research rather than primary research, where data is collected from, for example, research
subjects or experiments. It is also known as desk research.
Secondary sources include:
• Documents
• Letters
 • Diaries
• Autobiographies
• Referencing other forms of research and using quotes
Benefits of secondary research
The benefits of the use of secondary sources include:
• Save time and money
• May provide information and access to historical data.
• May be used to prove or disprove an argument or theory.
• May be used to offer general background information.
• Can be used to set the scene of the research and its findings.
• May be useful for putting the research into context.
Self-Check Exercise
Question IX:
In Secondary Research data is collected from _________ and __________.
8.6 Online focus groups
An online focus group is one type of focus group, and is a sub-set of online research methods. They
are typically an appropriate research method for consumer research, business-to-business research
and political research.
Advantages
Advantages of on-line focus groups include congruence with the environment being studied, increased
ease of communication between participants, greater equality of participation in the discussion,
anonymity of participants, reduction in bias, ability to recruit diverse populations, and the ability to
address more controversial topics.
Disadvantages
Disadvantages associated with on-line focus groups include under representation of the overall
population because only internet users are included, loss of verbal cues during communication,
potential problem of privacy of discussion, a high no-show rate among participants agreeing but failing
to take part in the online focus groups
Self-Check Exercise
Question X:
__________ is the subset of Online Research Method.
8.7 Web based surveys
A Web-based survey is the collection of data through a self-administered electronic set of questions on
the Web. With Web-based surveys, the manager has control over the physical appearance and can
create attractive and inviting forms. Web-based surveys can include radio buttons and drop-down lists
that permit only one choice for the response. Check boxes allow multiple answers. Text boxes can be
one line with a limited number of characters, or they may permit unlimited text entry.
Advantages of conducting web based surveys
• Paper, postage, mail out, and data entry costs are almost completely eliminated.
• Time required for implementation can be reduced. Once electronic data collection system is
developed, cost of surveying additional respondents is much lower.
 • Display of response data can be simultaneous with completion of surveys. Often, data from
Web-based surveys are available in real time in graphic and numerical format.
• Reminders and follow-up on non-respondents are relatively easy.
• Data from Web-based surveys can be easily imported into data analysis programs.
Disadvantages of conducting web based surveys
• Not everyone is connected, so the web survey method will not work with all populations.
• Even if connected, not all potential respondents are equally computer literate.
• Screen configurations may appear significantly different from one respondent to another,
depending on settings of individual computers.
• Sampling of e-mail addresses is difficult. There are no directories. Sometimes there is more
than one e-mail address per respondent. Addresses are not standardized.
• The decision not to respond is likely to be made more quickly.
Self-Check Exercise
Question XI:
Checkboxes doesn’t allow multiple answers. (True/False)
8.8 Design Guidelines for Web-Based Surveys
• Utilize a multiple contact strategy much like that used for regular mail surveys.
• Personalize contacts through e-mail if possible.
• Keep the invitation brief.
• Begin with an interesting, but simple to answer, question.
• Introduce a Web survey with a welcome screen that is motivational, emphasizes the ease of
response, and instructs about how to proceed to the survey.
• Present each question in a conventional format similar to that normally used on paper, self-
administered surveys.
• Do not require respondents to provide an answer to each question before being allowed to
answer subsequent questions.
• Make it possible for each question, and corresponding potential responses to that question to be
visible on the screen at one time.
Self-Check Exercise
Question XII:
Multiple contact strategy is similar as _________ survey.
8.9 Data mining from social networking sites
Social networking site is a term used to describe web-based services that allow individuals to create a
public or semi-public profile within a domain such that they can communicatively connect with other
users within the network.
Social networks are considered to be important sources of online interactions and contents sharing,
subjectivity, assessments, approaches, evaluation, influences, observations, feelings, opinions and
sentiments expressions borne out in text, reviews, blogs, discussions, news, remarks, reactions or
some other documents.
Data mining is the process of analyzing data from different perspectives and summarizing it into useful
information, information that can be used to increase revenue, cuts costs or both. It allows users to
analyze data from many different dimensions or angles, categorize it, and summarize the relationships
identified. Technically data mining is the process of finding correlations or patterns among dozens of
fields in large relational databases.
Mining social media is a new plan to boom business. The Social media houses vast amount of user
generated data which can be used for data mining. Marketing enthusiasts are searching for means to
utilize these mined business information for the intake of their sales or marketing and advertising
teams. The mined information from social platforms can considerably impact business strategy of any
business enterprise.
Social media has vast amount of user-generated data which can be utilized for data mining. Data
mining of social media can amplify use of social media and perk up commercial intelligence to transport
enhanced services. For example, data mining techniques can identify user sentiments for anticipatory
preparation to develop suggestion systems for business of specific products and even to build new
friendships or connect certain interest groups. Marketing experts are searching for means to utilize
them for their sales and advertising teams.
Self-Check Exercise
Question XIII:
Data Mining does not allows users to analyse data from different dimensions or angles. (True/False)
Question XIV:
Can we use social media data for Data Mining? (True/False)
Summary
• Customer relationship management (CRM) is a term that refers to practices, strategies and
technologies that companies use to manage and analyze customer interactions and data
throughout the customer lifecycle, with the goal of improving business relationships with
customers, assisting in customer retention and driving sales growth.
• CRM software consolidates customer information and documents into a single CRM database
so business users can more easily access and manage it.
• Using the Internet to conduct quantitative research presents challenges not found in
conventional research.
• Secondary sources consist of data that has already been produced and can be contemporary or
historical, qualitative or quantitative.
• An online focus group is one type of focus group, and is a sub-set of online research methods.
• A Web-based survey is the collection of data through a self-administered electronic set of
questions on the Web.
• Social networking site is a term used to describe web-based services that allow individuals to
create a public or semi-public profile within a domain such that they can communicatively
connect with other users within the network.
• Data mining is the process of analyzing data from different perspectives and summarizing it into
useful information, information that can be used to increase revenue, cuts costs or both.
Glossary
• GeoLocation Technology
• Database
• Hacking
• Steeling data
• Electronic survey
• Keywords
• Data Mining
• Auto biography
• Research
• Review
Questions
Q.1 What is CRM? What are its features?
Q.2 Explain the role of information technology in CRM.
Q.3 What are the various tools for conducting online research?
Q.4 What is CRM software? What are its features?
Q.5 What are advantages and disadvantages of using information technology in CRM?
Q.6 Write down the features of questionnaire in conducting an online research survey.
Q.7 Define secondary research. Explain its advantages and disadvantages.
Q.8 What are online focus groups? What are the advantages and disadvantages of online focus
groups?
Q.9 Explain web based surveys. Also describe its advantages and disadvantages.
Q.10 Describe briefly the design guidelines for web based surveys.
Q.11 Define data mining. How is it useful in social networking sites?

Answers to Self-check Exercise

Question I: Recording various customer information and auto mailing
Question II: Yes
Question III: CRM
Question IV: Massive Databases
Question V: True
Question VI: True
Question VII: Yes
Question VIII: False
Question IX: Research and Experiment
Question X: Online Focus Group
Question XI: True
Question XII: Regular mail surveys
Question XIII: True
Question XIV: True
 Chapter 9
ENTERPRISE RESOURCE PLANNING AND SECURITY ISSUES

Objectives
 Introduction
 Characteristics of ERP System
 Functional Areas of ERP
 Security Issues in e-commerce
 Tools to provide secure e-commerce
 Cyber Law
 Need for cyber law
 Cyber Crimes / Cyber Frauds
 Definition of cyber crime
 Types of cyber frauds
9.1 Introduction
Enterprise resource planning (ERP) is business management software—usually a suite of integrated
applications—that a company can use to collect, store, manage and interpret data from many business
activities, including:
• Product planning, cost
• Manufacturing or service delivery
• Marketing and sales
• Inventory management
• Shipping and payment
ERP provides an integrated view of core business processes, often in real-time, using common
databases maintained by a database management system. ERP systems track business resources—
cash, raw materials, production capacity—and the status of business commitments: orders, purchase
orders, and payroll. The applications that make up the system share data across the various
departments (manufacturing, purchasing, sales, accounting, etc.) that provide the data. ERP facilitates
information flow between all business functions, and manages connections to outside stakeholders.
Enterprise system software is a multi-billion dollar industry that produces components that support a
variety of business functions. IT investments have become the largest category of capital expenditure in
United States-based businesses over the past decade. Though early ERP systems focused on large
enterprises, smaller enterprises increasingly use ERP systems.
The ERP system is considered a vital organizational tool because it integrates varied organizational
systems and facilitates error-free transactions and production. However, ERP system development is
different from traditional systems development. ERP systems run on a variety of computer hardware
and network configurations, typically using a database as an information repository.

9.2 Characteristics of ERP System:-

ERP (Enterprise Resource Planning) systems typically include the following characteristics:
 • An integrated system that operates in (or near) real time without relying on periodic updates a
common database that supports all applications
• A consistent look and feel across modules
• Installation of the system with elaborate application/data integration by the Information
Technology (IT) department provided the implementation is not done in small steps.
Self-Check Exercise
Question I:
ERP stands for ______________.
Question II:
We can implement ERP system with small steps. (True/False)
9.3 Functional Areas of ERP:-
An ERP system covers the following common functional areas. In many ERP systems these are called
and grouped together as ERP modules:
• Financial accounting: General ledger, fixed asset, payables including vouchering, matching and
payment, receivables cash application and collections, management, financial
• Management accounting: Budgeting, costing, cost management, activity based costing
• Human resources: Recruiting, training, payroll, benefits, diversity management, retirement, separation
• Manufacturing: Engineering, bill of materials, work orders, scheduling, capacity, workflow
management, quality control, manufacturing process, manufacturing projects, manufacturing
flow, product life cycle management
• Order Processing: Order to cash, order entry, credit checking, pricing, available to promise,
inventory, shipping, sales analysis and reporting, sales commissioning.
• Supply chain management: Supply chain planning, supplier scheduling, order to cash,
purchasing, inventory, claim processing, warehousing (receiving, put away, picking and
packing).
• Project management: Project planning, resource planning, project costing, work breakdown
structure, billing, time and expense, performance units, activity management
• Customer relationship management: Sales and marketing, commissions, service, customer
contact, call centre support - CRM systems are not always considered part of ERP systems but
rather Business Support systems (BSS).
• Data services : Various "self–service" interfaces for customers, suppliers and/or employees
Self-Check Exercise
Question III:
Functional areas of ERP are also called _______________.
9.4 Security Issues in e-commerce:-
The massive increase in the uptake of ecommerce has led to a new generation of associated security
threats, but any ecommerce system must meet four integral requirements:
a) Privacy – information exchanged must be kept from unauthorized parties
b) Integrity – the exchanged information must not be altered or tampered
c) Authentication – both sender and recipient must prove their identities to each other and
d) Non-repudiation – proof is required that the exchanged information was indeed received.
These basic maxims of ecommerce are fundamental to the conduct of secure business online.
1. Privacy:-
Privacy has become a major concern for consumers with the rise of identity theft and impersonation,
and any concern for consumers must be treated as a major concern for ecommerce providers.
According to Consumer Reports Money Adviser, the US Attorney General has announced multiple
indictments relating to a massive international security breach involving nine major retailers and more
than 40 million credit- and debit-card numbers. US attorneys think that this may be the largest hacking
and identity-theft case ever prosecuted by the justice department. Both EU and US legislation at both
the federal and state levels mandates certain organizations to inform customers about information uses
and disclosures. Such disclosures are typically accomplished through privacy policies, both online and
offline
2. Integrity, Authentication & Non-Repudiation:-
In any e-commence system the factors of data integrity, customer & client authentication and non-
repudiation are critical to the success of any online business. Data integrity is the assurance that data
transmitted is consistent and correct, that is, it has not been tampered or altered in any way during
transmission. Authentication is a means by which both parties in an online transaction can be confident
that they are who they say they are and non-repudiation is the idea that no party can dispute that an
actual event online took place. Proof of data integrity is typically the easiest of these factors to
successfully accomplish.
3. Technical Attacks:-
Technical attacks are one of the most challenging types of security compromise an e-commerce
provider must face. Perpetrators of technical attacks, and in particular Denial-of-Service attacks,
typically target sites or services hosted on high-profile web servers such as banks, credit card payment
gateways, large online retailers and popular social networking sites.
Denial of Service Attacks
Denial of Service (DoS) attacks consists of overwhelming a server, a network or a website in order to
paralyze its normal activity. Defending against DoS attacks is one of the most challenging security
problems on the Internet today. A major difficulty in thwarting these attacks is to trace the source of the
attack, as they often use incorrect or spoofed IP source addresses to disguise the true origin of the
attack.
The United States Computer Emergency Readiness Team defines symptoms of denial-of-service
attacks to include:
• Unusually slow network performance
• Unavailability of a particular web site
• Inability to access any web site
• Dramatic increase in the number of spam emails received

5. Non-Technical Attacks:-
Phishing Attacks
Phishing is the criminally fraudulent process of attempting to acquire sensitive information such as
usernames, passwords and credit card details, by masquerading as a trustworthy entity in an electronic
communication. Phishing scams generally are carried out by emailing the victim with a ‘fraudulent’
email from what purports to be a legitimate organization requesting sensitive information. When the
victim follows the link embedded within the email they are brought to an elaborate and sophisticated
duplicate of the legitimate organizations website. Phishing attacks generally target bank customers,
online auction sites (such as eBay), online retailers (such as Amazon) and services providers (such as
PayPal).
Self-Check Exercise
Question IV:
Can we maintain the integrity of data after it has been altered? (True/False)
Question V:
____________, _____________ and __________ are critical factor of any successful online
business.
Question VI:
Denial of Service (DoS) is ________________.
Question VII:
Major difficulty in preventing technical attacks is to trace ____________.
Question VIII:
IP spoofing is the main reason behind inevitableness of DoS attack. (True/False)
Question IX:
Phishing attacks are generally target __________ and ___________.
9.5 Tools to provide secure e-commerce services:-
Different initiatives in the area of providing secure e-commerce fall under the different banners of
privacy, identification, authentication and authorization. Let's examine a few of these initiatives.
• Secure Sockets Layer (SSL): Netscape Communications Corporation developed this security
protocol, designed to reduce the chances that information being sent through the Internet would
be intercepted. It does not offer a means to confirm the customer, merchant or financial
institution involved in a given transaction.
• Platform for Privacy Principles: Known as P3, it supported by the World Wide Web Consortium,
the Direct Marketing Association and, in the beginning, Microsoft. This developing standard tries
to define and describe limits on the culling and use of users private information garnered from
Web sites.
• Tokens: Small devices, usually the size of a credit card or calculator that the remote users
physically carry with them. Based on a challenge-response system, when the remote user tries
to log on a given authentication server a challenge is issued. The user keys the challenge into
the device which then generates the correct reply. The user then sends this response to the
remote server to gain access.
• Secure Electronic Transaction (SET): Developed by MasterCard and Visa, working in
conjunction with partners including IBM, Microsoft, GTE, Netscape and others. It is an open,
multi-party protocol, transmitting bank card payments via open networks like the Internet. SET
allows the parties to a transaction to confirm each other's identity. Employing digital certificates,
SET allows a purchaser to confirm that the merchant is legitimate and conversely allows the
merchant to verify that the credit card is being used by its owner. It also requires that each
purchase request include a digital signature, further identifying the cardholder to the retailer.
The digital signature and the merchant's digital certificate provide a certain level of trust. SET is
important because it offers protection from repudiation and unauthorized payments.
• Digital Certificates: Purchasers and retailers generate these certificates through the bilateral use
of secret keys that authenticate the legitimacy of each party to the transaction. The majority of
digital certificates conform to the CCITT (ITU) standard X.509v3. Many major companies that
 develop GroupWare products, such as Lotus, Novell and Microsoft, have decided that the X.509
standard is the best choice for the securing of information on the Internet. Also employed by
GTE Service Corporation and VeriSign, digital certificates that are X.509 compliant are thought
to strengthen both simplicity and interoperability.
• Open Profiling Standard for Authorization and Single Sign-On (OPS): Supported by Firefly,
Netscape and VeriSign, it obviates the necessity for customers to reenter information that
identifies them more than once at a Web site.
Self-Check Exercise
Question X:
P3 is also known as ________________.
Question XI:
SSL is developed by ____________________.
Question XII:
Can tokens provide secure ecommerce service? (Yes/No)
Question XIII:
Digital certificates are used for _____________.
9.6 Cyber Law
Cyber laws are contained in the Information Technology Act, 2000 ("IT Act") which came into force on
October 17, 2000. The main purpose of the Act is to provide legal recognition to electronic commerce
and to facilitate filing of electronic records with the Government.
The following Act, Rules and Regulations are covered under cyber laws:
1. Information Technology Act, 2000
2. Information Technology (Certifying Authorities) Rules, 2000
3. Information Technology (Security Procedure) Rules, 2004
4. Information Technology (Certifying Authority) Regulations, 2001
Self-Check Exercise
Question XIV:
Main purpose of cyber law is ________________.
Question XV:
Information Technology Act, 2000 is also known as __________ or __________.
9.7 Need for cyber law:-
Firstly, India has an extremely detailed and well-defined legal system in place. Numerous laws have
been enacted and implemented and the foremost amongst them is The Constitution of India. We have
inter alia, amongst others, the Indian Penal Code, the Indian Evidence Act 1872, the Banker's Book
Evidence Act, 1891 and the Reserve Bank of India Act, 1934, the Companies Act, and so on. However
the arrival of Internet signalled the beginning of the rise of new and complex legal issues. It may be
pertinent to mention that all the existing laws in place in India were enacted way back keeping in mind
the relevant political, social, economic, and cultural scenario of that relevant time. Nobody then could
really visualize about the Internet. Despite the brilliant acumen of our master draftsmen, the
requirements of cyberspace could hardly ever be anticipated. As such, the coming of the Internet led to
the emergence of numerous ticklish legal issues and problems which necessitated the enactment of
Cyber laws. Secondly, the existing laws of India, even with the most benevolent and liberal
interpretation, could not be interpreted in the light of the emerging cyberspace, to include all aspects
relating to different activities in cyberspace. In fact, the practical experience and the wisdom of
judgment found that it shall not be without major perils and pitfalls, if the existing laws were to be
interpreted in the scenario of emerging cyberspace, without enacting new cyber laws. Hence, there is a
need for enactment of relevant cyber laws. Thirdly, none of the existing laws gave any legal validity or
sanction to the activities in Cyberspace. For example, the Net is used by a large majority of users for
email. Yet till today, email is not "legal" in our country. There is no law in the country, which gives legal
validity, and sanction to email. Courts and judiciary in our country have been reluctant to grant judicial
recognition to the legality of email in the absence of any specific law having been enacted by the
Parliament. As such the need has arisen for Cyber law. Fourthly, Internet requires an enabling and
supportive legal infrastructure in tune with the times. This legal infrastructure can only be given by the
enactment of the relevant Cyber laws as the traditional laws have failed to grant the same. E-
commerce, the biggest future of Internet, can only be possible if necessary legal infrastructure
compliments the same to enable its vibrant growth. All these and other varied considerations created a
conducive atmosphere for the need for enacting relevant cyber laws in India.
Self-Check Exercise
Question XVI:
Arrival of internet signalled the beginning of rise of _________ and _________ legal issues.
9.8 Cyber Crimes / Cyber Frauds:-
The Internet has become a basic fact of everyday life for millions of people worldwide, from e-mail to
online shopping. Ever faster and more accessible connections available on a wider range of platforms,
such as mobile phones or person to person portable devices, have spurred new e-commerce
opportunities. Online shopping and banking are increasingly widespread and over the next 10 years,
the Net is expected to become as common as gas or electricity. The invention of the computers has
opened new avenues for the fraudsters. It is an evil having its origin in the growing dependence on
computers in modern life. Fraud is the intentional deception of a person or group for the purpose of
stealing property or money. Internet fraud includes any scheme using Web sites, chat rooms, and email
to offer nonexistent goods and services to consumers or to communicate false information to
consumers. Customers then pay for the fraudulent goods over the Internet with their credit cards.
Internet fraud involves a wide variety of schemes limited only by the imagination and creativity of a
seller intent on deceiving a buyer. A few general characteristics one can find in all cyber scams. Most
scams are done by e-mail. They entice users to give them critical information like usernames,
passwords, credit card information, or other types of account information. Cyber fraud has the potential
of hindering the economic and social development of any nation. This is because among other dire
consequences, foreign investment is seriously discouraged. Cyber fraud can also destroy our good and
morally sound culture. This is because the youth will no longer work but resort to that means to earn
their living.
Self-Check Exercise
Question XVII:
Most scams are done through emails. (Yes/No)
Question XVIII:
Can cyber fraud destroy goods and culture? (True/False)
9.9 Definition of cybercrime:-
At the Tenth United Nations Congress on the Prevention of Crime and Treatment of Offenders, in a
workshop devoted to the issues of crimes related to computer networks, cybercrime was broken into
two categories and defined thus:
 a. Cybercrime in a narrow sense (computer crime): Any illegal behavior directed by means of
electronic operations that targets the security of computer systems and the data
processed by them.
b. Cybercrime in a broader sense (computer-related crime): Any illegal behavior committed
by means of, or in relation to, a computer system or network, including such crimes as
illegal possession and offering or distributing information by means of a computer system
or network.
The OECD Recommendations of 1986 included a working definition as a basis for the study: Computer-
related crime is considered as any illegal, unethical or unauthorized behaviour relating to the automatic
processing and the transmission of data.
Self-Check Exercise
Question XIX:
Cybercrime is also called as _______________ crime.
Question XX:
Illegal transmission of data also comes under category of _____________.
9.10 Types of cyber frauds:-
A wide variety of scams operate in the online environment, ranging from fraudulent lottery schemes,
travel and credit-related ploys, modem and web page hijacking, and identity theft (ID theft) to name but
a few. Many of these scams, such as pyramid selling, are simply online variants of fraudulent practices
that have long existed offline. However, the Internet has given criminals access to a worldwide base of
consumer targets as well as more opportunities to elude enforcement as they need not be in the same
country, or even in the same hemisphere, as their victims. The Internet allows fraudsters to
masquerade as legitimate traders behind professional-looking websites or on virtual auction sites to
advertise “free” or “bargain” prices, “miracle” products, and “exciting” investment and business
opportunities. These deceptive and misleading offers trick unsuspecting consumers into buying goods
and services on line which turn out to be far less than promised or even non-existent. Many online
scams originate in spam messages – usually through e-mail, but sometimes through text messages
(SMS), voice messages delivered by Internet (Voice-over Internet Protocol or – VoIP) or other
electronic channels. Spam has evolved into a vehicle for the spread of fraud and other online abuses.
Many email users will have received a message from a person claiming to be a government official or
member of the royal family of a foreign country (usually in Africa), promising substantial sums of money
in return for assistance in transferring money out of the country. Commonly known as the “Nigerian”,
“West African” or “419” scam, once it has sucked in victims it convinces them to make small advance
payments for various reasons, such as banking transaction fees. Needless to say, the victim never
receives the promised substantial sums in return. Many pyramid and work-at-home schemes are also
distributed through spam and follow the “advance fee fraud” format of requiring up-front payment or
investment on the promise of high returns that are never forthcoming.
Spam is a key tool for the spread of ID theft, luring people into disclosing sensitive information such as
credit card numbers or passwords. For example, phishing spams falsely claim to come from legitimate
and well-known financial institutions or merchants. They ask recipients to click through on hyperlinks in
order to verify or update their online accounts. These hyperlinks direct users to fake “look alike”
websites where users are tricked into divulging personal information which can be used to access and
illegally transfer money out of the victim’s bank account(s), open new bank or credit card accounts in
the victim’s name, make unlawful online purchases, etc.
These attacks are continually becoming more sophisticated. The past year has seen the growth of a
new practice known as spear-phishing where accurate information about the recipient, such as the full
name and home address, is included in the phishing e-mail making it even more convincing. Another
new phenomenon known as phishing tricks people into making phone calls rather than clicking on links
to websites. The number given is to a VoIP phone which records digits (such as account numbers)
entered into the telephone, again enabling crooks to steal and use the information.
Other variants of fraud rely on the use of identity stolen through technological methods. For example,
harming interferes with the domain name system (DNS) look up process and redirects users attempting
to reach a particular website to a “spoofed” one where they divulge personal information to the crooks.
Malware (or malicious software), can be downloaded unwittingly by consumers from spam attachments
or as they surf on line. Such malicious code, which increasingly targets mobile phones and other
portable devices in addition to computers, can install “key stroke” loggers and other programs to steal
information stored on, entered into, or received by these devices. The information collected through
these kinds of technological attacks, such as passwords and other sensitive data, can then be used to
perpetrate fraud.
Following are some types of cyber crimes:
1. Cyber pornography
This would include pornographic websites; pornographic magazines produced using computers (to
publish and print the material) and the Internet (to download and transmit pornographic pictures,
photos, writings etc). (Delhi Public School case)
2. Sale of illegal articles:-
This would include sale of narcotics, weapons and wildlife etc., by posting information on websites,
auction websites, and bulletin boards or simply by using email communication. E.g. many of the auction
sites even in India are believed to be selling cocaine in the name of ‘honey’.
3. Online gambling:-
There are millions of websites; all hosted on servers abroad, that offer online gambling. In fact, it is
believed that many of these websites are actually fronts for money laundering. Cases of hawala
transactions and money laundering over the Internet have been reported. Whether these sites have any
relationship with drug trafficking is yet to be explored. Recent Indian case about cyber lotto was very
interesting. A man called Kola Mohan invented the story of winning the Euro Lottery. He himself created
a website and an email address on the Internet with the address 'eurolottery@usa.net.' Whenever
accessed, the site would name him as the beneficiary of the 12.5 million pound. After confirmation a
Telugu newspaper published this as a news. He collected huge sums from the public as well as from
some banks for mobilization of the deposits in foreign currency. However, the fraud came to light when
a cheque discounted by him with the Andhra Bank for Rs 1.73 million bounced. Mohan had pledged
with Andhra Bank the copy of a bond certificate purportedly issued by Midland Bank, Sheffields,
London stating that a term deposit of 12.5 million was held in his name.
4. Intellectual Property crimes:-
These include software piracy, copyright infringement, trademarks violations, theft of computer source
code etc. In other words this is also referred to as cyber squatting. Satyam Vs. Siffy is the most widely
known case. Bharti Cellular Ltd. filed a case in the Delhi High Court that some cyber squatters had
registered domain names such as barticellular.com and bhartimobile.com with Network solutions under
different fictitious names. The court directed Network Solutions not to transfer the domain names in
question to any third party and the matter is sub-judice. Similar issues had risen before various High
Courts earlier. Yahoo had sued one Akash Arora for use of the domain name ‘Yahooindia.Com’
deceptively similar to its ‘Yahoo.com’. As this case was governed by the Trade Marks Act, 1958, the
additional defense taken against Yahoo’s legal action for the interim order was that the Trade Marks
Act was applicable only to goods.
5. Email spoofing:-
A spoofed email is one that appears to originate from one source but actually has been sent from
another source. E.g. Gauri has an e-mail address gauri@indiaforensic.com. Her enemy, Prasad spoofs
her e-mail and sends obscene messages to all her acquaintances. Since the e-mails A pear to have
originated from Gauri, her friends could take offence and relationships could be spoiled for life. Email
spoofing can also cause monetary damage. In an American case, a teenager made millions of dollars
by spreading false information about certain companies whose shares he had short sold. This
misinformation was spread by sending spoofed emails, purportedly from news agencies like Reuters, to
share brokers and investors who were informed that the companies were doing very badly. Even after
the truth came out the values of the shares did not go back to the earlier levels and thousands of
investors lost a lot of money. Recently, a branch of the Global Trust Bank experienced a run on the
bank. Numerous customers decided to withdraw all their money and close their accounts. It was
revealed that someone had sent out spoofed emails to many of the bank’s customers stating that the
bank was in very bad shape financially and could close operations at any time. Unfortunately this
information proved to be true in the next few days.
But the best example of the email spoofing can be given by an Executive’s case, where he pretended
to be a girl and cheated an Abu Dhabi based NRI for crores by blackmailing tactics.
6. Forgery:-
Counterfeit currency notes, postage and revenue stamps, mark sheets etc can be forged using
sophisticated computers, printers and scanners. Outside many colleges across India, one finds touts
soliciting the sale of fake mark sheets or even certificates. These are made using computers, and high
quality scanners and printers. In fact, this has becoming a booming business involving thousands of
Rupees being given to student gangs in exchange for these bogus but authentic looking certificates.
Some of the students are caught but this is very rare phenomenon.
7. Cyber Defamation:-
This occurs when defamation takes place with the help of computers and/ or the Internet. E.g. someone
publishes defamatory matter about someone on a website or sends e-mails containing defamatory
information to all of that person’s friends. India’s first case of cyber defamation was reported when a
company’s employee started sending derogatory, defamatory and obscene e-mails about its Managing
Director. The e-mails were anonymous and frequent, and were sent to many of their business
associates to tarnish the image and goodwill of the company. The company was able to identify the
employee with the help of a private computer expert and moved the Delhi High Court. The court
granted an ad-interim injunction and restrained the employee from sending, publishing and transmitting
e-mails, which are defamatory or derogatory to the plaintiffs.
8. Cyber stalking:-
The Oxford dictionary defines stalking as “pursuing stealthily”. Cyber stalking involves following a
person’s movements across the Internet by posting messages (sometimes threatening) on the bulletin
boards frequented by the victim, entering the chat-rooms frequented by the victim, constantly
bombarding the victim with emails etc.
9. Unauthorized access to computer systems or networks:-
This activity is commonly referred to as hacking. The Indian law has, however, given a different
connotation to the term hacking, so we will not use the term “unauthorized access” interchangeably with
the term “hacking”. However, as per Indian law, unauthorized access does occur, if hacking has taken
place. An active hackers’ group, led by one “Dr. Nuker”, who claims to be the founder of Pakistan
Hackerz Club, reportedly hacked the websites of the Indian Parliament, Ahmedabad Telephone
Exchange, Engineering Export Promotion Council, and United Nations (India).
10. Theft of information contained in electronic form:-
This includes information stored in computer hard disks, removable storage media etc.
11. Email bombing:-
Email bombing refers to sending a large number of emails to the victim resulting in the victim’s email
account (in case of an individual) or mail servers (in case of a company or an email service provider)
crashing. In one case, a foreigner who had been residing in Simla, India for almost thirty years wanted
to avail of a scheme introduced by the Simla Housing Board to buy land at lower rates. When he made
an application it was rejected on the grounds that the scheme was available only for citizens of India.
He decided to take his revenge. Consequently he sent thousands of mails to the Simla Housing Board
and repeatedly kept sending e-mails till their servers crashed.
12. Data diddling:-
This kind of an attack involves altering raw data just before it is processed by a computer and then
changing it back after the processing is completed. Electricity Boards in India have been victims to data
diddling programs inserted when private parties were computerizing their systems. The NDMC
Electricity Billing Fraud Case that took place in 1996 is a typical example. The computer network was
used for receipt and accounting of electricity bills by the NDMC, Delhi. Collection of money,
computerized accounting, record maintenance and remittance in his bank were exclusively left to a
private contractor who was a computer professional. He misappropriated huge amount of funds by
manipulating data files to show less receipt and bank remittance.
13. Salami attacks:-
These attacks are used for the commission of financial crimes. The key here is to make the alteration
so insignificant that in a single case it would go completely unnoticed. E.g. a bank employee inserts a
program, into the bank’s servers, that deducts a small amount of money (say Rs. 5 a month) from the
account of every customer. No account holder will probably notice this unauthorized debit, but the bank
employee will make a sizeable amount of money every month. To cite an example, an employee of a
bank in USA was dismissed from his job. Disgruntled at having been supposedly mistreated by his
employers the man first introduced a logic bomb into the bank’s systems. Logic bombs are
programmes, which get activated on the occurrence of a particular predefined event. The logic bomb
was programmed to take ten cents from all the accounts in the bank and put them into the account of
the person whose name was alphabetically the last in the bank’s rosters. Then he went and opened an
account in the name of Ziegler. The amount being withdrawn from each of the accounts in the bank
was so insignificant that neither any of the account holders nor the bank officials noticed the fault. It
was brought to their notice when a person by the name of Zygler opened his account in that bank. He
was surprised to find a sizeable amount of money being transferred into his account every Saturday.
Being an honest person, he reported the “mistake” to the bank authorities and the entire scheme was
revealed.
14. Denial of Service attack:-
This involves flooding a computer resource with more requests than it can handle. This causes the
resource (e.g. a web server) to crash thereby denying authorized users the service offered by the
resource. Another variation to a typical denial of service attack is known as a Distributed Denial of
Service (DDoS) attack wherein the perpetrators are many and are geographically widespread. It is very
difficult to control such attacks. The attack is initiated by sending excessive demands to the victim’s
computer(s), exceeding the limit that the victim’s servers can support and making the servers crash.
Denial-of-service attacks have had an impressive history having, in the past, brought down websites
like Amazon, CNN, Yahoo and eBay!
15. Virus / worm attacks:-
Viruses are programs that attach themselves to a computer or a file and then circulate themselves to
other files and to other computers on a network. They usually affect the data on a computer, either by
altering or deleting it. Worms, unlike viruses do not need the host to attach themselves to. They merely
make functional copies of themselves and do this repeatedly till they eat up all the available space on a
computer’s memory. The VBS_LOVELETTER virus (better known as the Love Bug or the ILOVEYOU
virus) was reportedly written by a Filipino undergraduate. In May 2000, this deadly virus became the
world’s most prevalent virus. It struck one in every five personal computers in the world. When the virus
was brought under check the true magnitude of the losses was incomprehensible. Losses incurred
during this virus attack were pegged at US $ 10 billion. VBS_LOVELETTER utilized the addresses in
Microsoft Outlook and e-mailed itself to those addresses. The e-mail which was sent out had
"ILOVEYOU" in its subject line. The attachment file was named "LOVE-LETTER-FOR-YOU.TXT.vbs".
People weary of opening email attachments were conquered by the subject line and those who had
some knowledge of viruses, did not notice the tiny .vbs extension and believed the file to be a text file.
The message in the e-mail was "kindly check the attached LOVELETTER coming from me". Probably
the world’s most famous worm was the Internet worm let loose on the Internet by Robert Morris
sometime in 1988. The Internet was, then, still in its developing years and this worm, which affected
thousands of computers, almost brought its development to a complete halt. It took a team of experts
almost three days to get rid of the worm and in the meantime many of the computers had to be
disconnected from the network.
16. Logic bombs:-
These are event dependent programs. This implies that these programs are created to do something
only when a certain event (known as a trigger event) occurs. E.g. even some viruses may be termed
logic bombs because they lie dormant all through the year and become active only on a particular date
(like the Chernobyl virus).
17. Trojan attacks:-
A Trojan as this program is aptly called is an unauthorized program which functions from inside what
seems to be an authorized program, thereby concealing what it is actually doing. There are many
simple ways of installing a Trojan in someone’s computer. To cite an example, two friends Rahul and
Mukesh (names changed), had a heated argument over one girl, Radha (name changed) whom they
both liked. When the girl, asked to choose, chose Mukesh over Rahul, Rahul decided to get even. On
the 14th of February, he sent Mukesh a spoofed e-card, which appeared to have come from Radha’s
mail account. The e-card actually contained a Trojan. As soon as Mukesh opened the card, the Trojan
was installed on his computer. Rahul now had complete control over Mukesh’s computer and
proceeded to harass him thoroughly.
18. Internet time theft:-
This connotes the usage by an unauthorized person of the Internet hours paid for by another person. In
May 2000, the economic offences wing, IPR section crime branch of Delhi police registered its first
case involving theft of Internet hours. In this case, the accused, Mukesh Gupta an engineer with Nicom
System (p) Ltd. was sent to the residence of the complainant to activate his Internet connection.
However, the accused used Col. Bajwa’s login name and password from various places causing
wrongful loss of 100 hours to Col. Bajwa. Delhi police arrested the accused for theft of Internet time. On
further inquiry in the case, it was found that Krishan Kumar, son of an ex army officer, working as senior
executive in M/s Highpoint Tours & Travels had used Col Bajwa’s login and passwords as many as 207
times from his residence and twice from his office. He confessed that Shashi Nagpal, from whom he
had purchased a computer, gave the login and password to him. The police could not believe that time
could be stolen. They were not aware of the concept of time-theft at all. Colonel Bajwa’s report was
rejected. He decided to approach The Times of India, New Delhi. They, in turn carried a report about
the inadequacy of the New Delhi Police in handling cyber crimes. The Commissioner of Police, Delhi
then took the case into his own hands and the police under his directions raided and arrested Krishan
Kumar under sections 379, 411, 34 of IPC and section 25 of the Indian Telegraph Act. In another case,
the Economic Offences Wing of Delhi Police arrested a computer engineer who got hold of the
password of an Internet user, accessed the computer and stole 107 hours of Internet time from the
other person’s account. He was booked for the crime by a Delhi court during May 2000.
19. Web jacking:-
This occurs when someone forcefully takes control of a website (by cracking the password and later
changing it). The actual owner of the website does not have any more control over what appears on
that website. In a recent incident reported in the USA the owner of a hobby website for children
received an e-mail informing her that a group of hackers had gained control over her website. They
demanded a ransom of 1 million dollars from her. The owner, a schoolteacher, did not take the threat
seriously. She felt that it was just a scare tactic and ignored the e-mail. It was three days later that she
came to know, following many telephone calls from all over the country, that the hackers had web
jacked her website. Subsequently, they had altered a portion of the website which was entitled ‘How to
have fun with goldfish’. In all the places where it had been mentioned, they had replaced the word
‘goldfish’ with the word ‘piranhas’. Piranhas are tiny but extremely dangerous flesh-eating fish. Many
children had visited the popular website and had believed what the contents of the website suggested.
These unfortunate children followed the instructions, tried to play with piranhas, which they bought from
pet shops, and were very seriously injured!
20. Theft of computer system:-
This type of offence involves the theft of a computer, some part(s) of a computer or a peripheral
attached to the computer.
21. Physically damaging a computer system:-
This crime is committed by physically damaging a computer or its peripherals. This is just a list of the
known crimes in the cyber world. The unknown crimes might be far ahead of these, since the
lawbreakers are always one-step ahead of lawmakers.
Self-Check Exercise
Question XXI:
Fraudulent lottery schemes, web page hijacking is a type of cyber fraud. (Yes/No)
Question XXII:
Name of illegal articles on Sale are __________, ______________ and ____________.
Question XXIII:
Cyber pornography, online gambling, cyber stalking are types of cybercrime. (Yes/No)
Question XXIV:
Email bombing refers to sending a large number of email to victim, resulting in crashing the
victim email account. (True/False)
Question XXV:
Salami attacks are used for commission of ___________.
Question XXVI:
Virus is programs that attach themselves to ____________.
Question XXVII:
Virus does not affect data on computer. (True/False)
Question XXVIII:
Trojan is also called ____________.
Summary
All business processes are generally contained in ERP system. Any information that is stored in
company’s ERP might be stealed by cybercriminal, fraud or competitor.
This information may include financial, customer or public relation, Intellectual property, personally
identifiable information, and so on. If got stealed it could cause significant damage for business
Glossary
• Warehouse
• Business Support System(BSS)
• Privacy
• Integrity
• Non-Repudiation
• Denial-of-services (DoS)
• Phishing attacks
• Tokens
• Open Profiling Standards (OPS)
• Cyber law
• Cyber crime
• Cyber stalking
• Identity theft (ID Theft)
• Web page hijacking
• Voice over Internet Protocol (VoIP)
• Malware
• Online gambling
• Email spoofing
• Salami attacks
• Logic Bombs
Questions
Q 1. Define Enterprise resource planning and give its characteristics.
Q 2. What are the various functional areas of an ERP System?
Q 3. Discuss various security issues e-commerce in context to privacy Integrity, Authentication &
Non-Repudiation.
Q 4. Discuss technical and non-technical attacks in context to privacy of information in e-
commerce.
Q 5. Discuss at least three tools to provide secure e-commerce.
Q 6. Discuss the need of cyber law give at least three reasons.
Q 7. What is a Trojan attack?
Q 8. Explain the effects of email-spoofing.
Q 9. Define the followings
(i) Tokens
(ii) Secure Electronic Transaction (SET)
(iii) Digital Certificates
Q 10. Describe Phishing Attacks and Denial of Service Attacks to e-commerce.

Answers to Self-check Exercise

Question I: Enterprise Resource planning
Question II: False
Question III: ERP Module
Question IV: False
Question V: Data Integrity, client authentication and Non-Repudiation
Question VI: Technical Attack
Question VII: Source of Attack
Question VIII: True
Question IX: Bank Customer, online auction site
Question X: Platform for privacy principle
Question XI: Netscape Communication Corporation
Question XII: Yes
Question XIII: Authentication of user
Question XIV: Provide Legal reorganisation to ecommerce
Question XV: ITA-2000, IT Act
Question XVI: New and complex legal issues
Question XVII: Yes
Question XVIII: True
Question XIX: Computer related
Question XX: Computer related crime
Question XXI: Yes
Question XXII: Narcotics, weapons and wildlife
Question XXIII: Yes
Question XXIV: True
Question XXV: Financial Crimes
Question XXVI: Computer files
Question XXVII: False
Question XXVIII: Unauthorised program
 Chapter 10
INFORMATION TECHNOLOGY ACT, 2000

Objectives:
 Information Technology Act 2000
10.1 Information Technology Act 2000
An Act to provide legal recognition for transactions carried out by means of electronic data
interchange and other means of electronic communication, commonly referred to as "electronic
commerce", which involve the use of alternatives to paper-based methods of communication and
storage of information, to facilitate electronic filing of documents with the Government agencies and
further to amend the Indian Penal Code, the Indian Evidence Act, 1872, the Bankers' Books Evidence
Act,1891 and the Reserve Bank of India Act, 1934 and for matters connected therewith or incidental
thereto.
WHEREAS the General Assembly of the United Nations by resolution A/RES/51/162, dated the
30th January, 1997 has adopted the Model Law on Electronic Commerce adopted by the United
Nations Commission on International Trade Law;
AND WHEREAS the said resolution recommends inter alia that all States give favourable
consideration to the said Model Law when they enact or revise their laws, in view of the need for
uniformity of the law applicable to alternatives to paper-cased methods of communication and
storage of information;
AND WHEREAS it is considered necessary to give effect to the said resolution and to promote
efficient delivery of Government services by means of reliable electronic records.
BE it enacted by Parliament in the Fifty-first Year of the Republic of India as follows:—
CHAPTER I
PRELIMINARY
1. Short title, extent, commencement and application
(1) This Act may be called the Information Technology Act, 2000.
(2) It shall extend to the whole of India and, save as otherwise provided in this Act, it applies
also to any offence or contravention thereunder committed outside India by any person.
(3) It shall come into force on such date as the Central Government may, by notification,
appoint and different dates may be appointed for different provisions of this Act and any
reference in any such provision to the commencement of this Act shall be construed as a
reference to the commencement of that provision.
(4) Nothing in this Act shall apply to, —
(a) a negotiable instrument as defined in section 13 of the Negotiable Instruments Act,
1881;
(b) a power-of-attorney as defined in section 1A of the Powers-of-Attorney Act, 1882;
(c) a trust as defined in section 3 of the Indian Trusts Act, 1882;
(d) a will as defined in clause (h) of section 2 of the Indian Succession Act, 1925 ncluding
any other testamentary disposition by whatever name called;
(e) any contract for the sale or conveyance of immovable property or any interest in such
property;
(f) any such class of documents or transactions as may be notified by the Central
 Government in the Official Gazette.
2. Definitions
(1) In this Act, unless the context otherwise requires, —
(a) "access" with its grammatical variations and cognate expressions means gaining entry into,
instructing or communicating with the logical, arithmetical, or memory function resources of
a computer, computer system or computer network;
(b) "addressee" means a person who is intended by the originator to receive the electronic
record but does not include any intermediary;
(c) "adjudicating officer" means an adjudicating officer appointed under subsection (1) of
section 46;
(d) "affixing digital signature" with its grammatical variations and cognate expressions means
adoption of any methodology or procedure by a person for the purpose of authenticating an
electronic record by means of digital signature;
(e) "appropriate Government" means as respects any matter,—
(i) Enumerated in List II of the Seventh Schedule to the Constitution;
(ii) relating to any State law enacted under List III of the Seventh Schedule to the
Constitution, the State Government and in any other case, the Central Government;
(f) "asymmetric crypto system" means a system of a secure key pair consisting of a private key
for creating a digital signature and a public key to verify the digital signature;
(g) "Certifying Authority" means a person who has been granted a licence to issue a Digital
Signature Certificate under section 24;
(h) "certification practice statement" means a statement issued by a Certifying Authority to
specify the practices that the Certifying Authority employs in issuing Digital Signature
Certificates;
(i) "computer" means any electronic magnetic, optical or other high-speed data processing
device or system which performs logical, arithmetic, and memory functions by manipulations
of electronic, magnetic or optical impulses, and includes all input, output, processing,
storage, computer software, or communication facilities which are connected or related to
the computer in a computer system or computer network;
(j) "computer network" means the interconnection of one or more computers through—
(i) the use of satellite, microwave, terrestrial line or other communication media; and
(ii) terminals or a complex consisting of two or more interconnected computers whether or
not the interconnection is continuously maintained;
(k) "computer resource" means computer, computer system, computer network, data, computer
data base or software;
(l) "computer system" means a device or collection of devices, including input and output
support devices and excluding calculators which are not programmable and capable of
being used in conjunction with external files, which contain computer programmes,
electronic instructions, input data and output data, that performs logic, arithmetic, data
storage and retrieval, communication control and other functions;
(l) "Controller" means the Controller of Certifying Authorities appointed under sub-section of
section 17;
(n) "Cyber Appellate Tribunal" means the Cyber Regulations Appellate Tribunal established
under sub-section (1) of section 48;
(o) "data" means a representation of information, knowledge, facts, concepts or instructions
which are being prepared or have been prepared in a formalised manner, and is intended to
be processed, is being processed or has been processed in a computer system or computer
network, and may be in any form (including computer printouts magnetic or optical storage
media, punched cards, punched tapes) or stored internally in the memory of the computer;
(p) "digital signature" means authentication of any electronic record by a subscriber by means
of an electronic method or procedure in accordance with the provisions of section 3;
(q) "Digital Signature Certificate" means a Digital Signature Certificate issued under sub-section
(4) of section 35;
(r) "electronic form" with reference to information means any information generated, sent,
received or stored in media, magnetic, optical, computer memory, micro film, computer
generated micro fiche or similar device;
(s) "Electronic Gazette" means the Official Gazette published in the electronic form;
(t) "electronic record" means data, record or data generated, image or sound stored, received
or sent in an electronic form or micro film or computer generated micro fiche;
(u) "function", in relation to a computer, includes logic, control arithmetical process, deletion,
storage and retrieval and communication or telecommunication from or within a computer;
(v) "information" includes data, text, images, sound, voice, codes, computer programmes,
software and databases or micro film or computer generated micro fiche:
(w) "intermediary" with respect to any particular electronic message means any person who on
behalf of another person receives, stores or transmits that message or provides any service
with respect to that message; "key pair", in an asymmetric crypto system, means a private
key and its mathematically related public key, which are so related that the public key can
verify a digital signature created by the private key;
(y) "law" includes any Act of Parliament or of a State Legislature, Ordinances promulgated by
the President or a Governor, as the case may be. Regulations made by the President under
article 240, Bills enacted as President's Act under sub-clause (a) of clause (1) of article 357
of the Constitution and includes rules, regulations, bye-laws and orders issued or made
thereunder;
(z) "licence" means a licence granted to a Certifying Authority under section 24;
(za) "originator" means a person who sends, generates, stores or transmits any electronic
message or causes any electronic message to be sent, generated, stored or transmitted to
any other person but does not include an intermediary;
(zb) "prescribed" means prescribed by rules made under this Act;
(zc) "private key" means the key of a key pair used to create a digital signature;
(zd) "public key" means the key of a key pair used to verify a digital signature and listed in the
Digital Signature Certificate;
(ze) "secure system" means computer hardware, software, and procedure that—
(a) are reasonably secure from unauthorised access and misuse;
(b) provide a reasonable level of reliability and correct operation;
(c) are reasonably suited to performing the intended functions; and
(d) adhere to generally accepted security procedures;
(zf) "security procedure" means the security procedure prescribed under section 16 by the
Central Government;
 (zg) "subscriber" means a person in whose name the Digital Signature Certificate is issued;
(zh) "verify" in relation to a digital signature, electronic record or public key, with its
grammatical variations and cognate expressions means to determine whether—
(a) the initial electronic record was affixed with the digital signature by the use of private
key corresponding to the public key of the subscriber;
(b) the initial electronic record is retained intact or has been altered since such electronic
record was so affixed with the digital signature.
(2) Any reference in this Act to any enactment or any provision thereof shall, in relation to an area
in which such enactment or such provision is not in force, be construed as a reference to the
corresponding law or the relevant provision of the corresponding law, if any, in force in that area.
CHAPTER II
DIGITAL SIGNATURE
3. Authentication of electronic records.
(1) Subject to the provisions of this section any subscriber may authenticate an electronic
record by affixing his digital signature.
(2) The authentication of the electronic record shall be effected by the use of asymmetric crypto
system and hash function which envelop and transform the initial electronic record into
another electronic record.
Explanation.—For the purposes of this sub-section, "hash function" means an algorithm mapping
or translation of one sequence of bits into another, generally smaller,
set known' as "hash result" such that an electronic record yields the same hash result every time the
algorithm is executed with the same electronic record as its input making it computationally infeasible—
(a) to derive or reconstruct the original electronic record from the hash result produced by the
algorithm;
(b) that two electronic records can produce the same hash result using the algorithm.
(3) Any person by the use of a public key of the subscriber can verify the electronic record.
(4) The private key and the public key are unique to the subscriber and constitute a functioning
key pair.
CHAPTER III
ELECTRONIC GOVERNANCE
4. Legal recognition of electronic records.
Where any law provides that information or any other matter shall be in writing or in the
typewritten or printed form, then, notwithstanding anything contained in such law, such requirement
shall be deemed to have been satisfied if such information or matter is—
(a) rendered or made available in an electronic form; and
(b) accessible so as to be usable for a subsequent reference.
5. Legal recognition of digital signatures.
Where any law provides that information or any other matter shall be authenticated by affixing the
signature or any document shall be signed or bear the signature of any person (hen, notwithstanding
anything contained in such law, such requirement shall be deemed to have been satisfied, if such
information or matter is authenticated by means of digital signature affixed in such manner as may be
prescribed by the Central Government.
Explanation.—For the purposes of this section, "signed", with its grammatical variations and
cognate expressions, shall, with reference to a person, mean affixing of his hand written signature or
any mark on any document and the expression "signature" shall be construed accordingly.
6. Use of electronic records and digital signatures in Government and its agencies.
(1) Where any law provides for—
(a) the filing of any form. application or any other document with any office, authority, body
or agency owned or controlled by the appropriate Government in a particular manner;
(b) the issue or grant of any licence, permit, sanction or approval by whatever name called
in a particular manner;
(c) the receipt or payment of money in a particular manner, then, notwithstanding anything
contained in any other law for the time being in force, such requirement shall be
deemed to have been satisfied if such filing, issue, grant, receipt or payment, as the
case may be, is effected by means of such electronic form as may be prescribed by
the appropriate Government.
(2) The appropriate Government may, for the purposes of sub-section (1), by rules, prescribe—
(a) the manner and format in which such electronic records shall be filed, created or
issued; the manner or method of payment of any fee or charges for filing, creation or
issue any electronic record under clause (a)
7. Retention of electronic records.
(1) Where any law provides that documents, records or information shall be retained for any
specific period, then, that requirement shall be deemed to have been satisfied if such
documents, records or information are retained in the electronic form, if—
(a) the information contained therein remains accessible so as to be usable for a
subsequent reference;
(b) the electronic record is retained in the format in which it was originally generated, sent
or received or in a format which can be demonstrated to represent accurately the
information originally generated, sent or received;
(c) the details which will facilitate the identification of the origin, destination, date and time
of despatch or receipt of such electronic record are available in the electronic record:
Provided that this clause does not apply to any information which is automatically generated solely for
the purpose of enabling an electronic record to be despatched or received.
(2) Nothing in this section shall apply to any law that expressly provides for the retention of
documents, records or information in the form of electronic records.
8. Publication of rule, regulation, etc., in Electronic Gazette.
Where any law provides that any rule, regulation, order, bye-law, notification or any other matter shall
be published in the Official Gazette, then, such requirement shall be deemed to have been satisfied if
such rule, regulation, order, bye-law, notification or any other matter is published in the Official Gazette
or Electronic Gazette:
Provided that where any rule, regulation, order, bye-law, notification or any other matter is published in
the Official Gazette or Electronic Gazette, the date of publication shall be deemed to be the date of the
Gazette which was first published in any form.
9. Sections 6,7 and 8 not to confer right to insist document should be accepted in electronic
form.
Nothing contained in sections 6, 7 and 8 shall confer a right upon any person to insist that any Ministry
or Department of the Central Government or the State Government or any authority or body established
by or under any law or controlled or funded by the Central or State Government should accept, issue,
create, retain and preserve any document in the form of electronic records or effect any monetary
transaction in the electronic form.
10. Power to make rules by Central Government in respect of digital signature.
The Central Government may, for the purposes of this Act, by rules, prescribe—
(a) the type of digital signature;
(b) the manner and format in which the digital signature shall be affixed;
(c) the manner or procedure which facilitates identification of the person affixing the digital
signature;
(d) control processes and procedures to ensure adequate integrity, security and confidentiality
of electronic records or payments; and
(e) any other matter which is necessary to give legal effect to digital signatures.

CHAPTER IV
ATTRIBUTION, ACKNOWLEDGMENT AND DESPATCH OF ELECTRONIC RECORDS
11. Attribution of electronic records.
An electronic record shall be attributed to the originator—
(a) if it was sent by the originator himself;
(b) by a person who had the authority to act on behalf of the originator in respect of that
electronic record; or by an information system programmed by or on behalf of the originator
to operate automatically.
12. Acknowledgment of receipt.
(1) Where the originator has not agreed with the addressee that the acknowledgment of receipt
of electronic record be given in a particular form or by a particular method, an
acknowledgment may be given by—
(a) any communication by the addressee, automated or otherwise; or
(b) any conduct of the addressee, sufficient to indicate to the originator that the electronic
record has been received.
(2) Where the originator has stipulated that the electronic record shall be binding only on receipt
of an acknowledgment of such electronic record by him, then unless acknowledgment has
been so received, the electronic record shall be deemed to have been never sent by the
originator.
(3) Where the originator has not stipulated that the electronic record shall be binding only on
receipt of such acknowledgment, and the acknowledgment has not been received by the
originator within the time specified or agreed or, if no time has been specified or agreed to
within a reasonable time, then the originator may give notice to the addressee stating that
no acknowledgment has been received by him and specifying a reasonable time by which
the acknowledgment must be received by him and if no acknowledgment is received within
the aforesaid time limit he may after giving notice to the addressee, treat the electronic
record as though it has never been sent.
13. Time and place of dispatch and receipt of electronic record.
(1) Save as otherwise agreed to between the originator and the addressee, the dispatch of an
electronic record occurs when it enters a computer resource outside the control of the
 originator.
(2) Save as otherwise agreed between the originator and the addressee, the time of receipt of
an electronic record shall be determined as follows, namely :—
(a) if the addressee has designated a computer resource for the purpose of receiving
electronic records,—
(i) receipt occurs at the time when the electronic, record enters the designated
computer resource; or
(ii) if the electronic record is sent to a computer resource of the addressee that is not
the designated computer resource, receipt occurs at the time when the electronic
record is retrieved by the addressee;
(b) if the addressee has not designated a computer resource along with specified timings,
if any, receipt occurs when the electronic record enters the computer resource of the
addressee.
(3) Save as otherwise agreed to between the originator and the addressee, an electronic
record is deemed to be dispatched at the place where the originator has his place of
business, and is deemed to be received at the place where the addressee has his place of
business.
(4) The provisions of sub-section (2) shall apply notwithstanding that the place where the
computer resource is located may be different from the place where the electronic record
is deemed to have been received under sub-section (3).
(5) For the purposes of this section, —
(a) if the originator or the addressee has more than one place of business, the principal
place of business, shall be the place of business;
(b) if the originator or the addressee does not have a place of business, his usual place
of residence shall be deemed to be the place of business;
"usual place of residence", in relation to a body corporate, means the place where it is registered

CHAPTER V
SECURE ELECTRONIC RECORDS AND SECURE DIGITAL SIGNATURES
14. Secure electronic record.
Where any security procedure has been applied to an electronic record at a specific point of time. then
such record shall be deemed to be a secure electronic record from such point of time to the time of
verification.
15. Secure digital signature.
If, by application of a security procedure agreed to by the parties concerned, it can be verified that a
digital signature, at the time it was affixed, was—
(a) unique to the subscriber affixing it;
(b) capable of identifying such subscriber;
(c) created in a manner or using a means under the exclusive control of the subscriber and is
linked to the electronic record to which it relates in such a manner that if the electronic
record was altered the digital signature would be invalidated, then such digital signature
shall be deemed to be a secure digital signature.
16. Security procedure.
The Central Government shall for the purposes of this Act prescribe the security procedure having
regard to commercial circumstances prevailing at the time when the procedure was used, including—
(a) the nature of the transaction;
(b) the level of sophistication of the parties with reference to their technological capacity;
(c) the volume of similar transactions engaged in by other parties;
(a) the availability of alternatives offered to but rejected by any party;
(e) the cost of alternative procedures; and
(f) the procedures in general use for similar types of transactions or communications.

CHAPTER VI
REGULATION OF CERTIFYING AUTHORITIES
17. Appointment of Controller and other officers.
(1) The Central Government may, by notification in the Official Gazette, appoint a Controller of
Certifying Authorities for the purposes of this Act and may also by the same or subsequent
notification appoint such number of Deputy Controllers and Assistant Controllers as it deems
fit.
(2) The Controller shall discharge his functions under this Act subject to the general control and
directions of the Central Government.
(3) The Deputy Controllers and Assistant Controllers shall perform the functions assigned to
them by the Controller under the general superintendence and control of the Controller.
(4) The qualifications, experience and terms and conditions of service of Controller, Deputy
Controllers and Assistant Controllers shall be such as may be prescribed by the Central
Government.
(5) The Head Office and Branch Office of the office of the Controller shall be at such places as
the Central Government may specify, and these may be established at such places as the
Central Government may think fit.
(6) There shall be a seal of the Office of the Controller.
18. Functions of Controller.
The Controller may perform all or any of the following functions, namely:—
(a) exercising supervision over the activities of the Certifying Authorities;
(b) certifying public keys of the Certifying Authorities;
(c) laying down the standards to be maintained by the Certifying Authorities; specifying the
qualifications and experience which employees of the Certifying Authorities should possess;
(d) specifying the conditions subject to which the Certifying Authorities shall conduct their
business;
(e) specifying the contents of written, printed or visual materials and advertisements that may
be distributed or used in respect of a Digital Signature Certificate and the public key;
(g) specifying the form and content of a Digital Signature Certificate and the key,
(h) specifying the form and manner in which accounts shall be maintained by the Certifying
Authorities;
 (i) specifying the terms and conditions subject to which auditors may be appointed and the
remuneration to be paid to them;
(j) facilitating the establishment of any electronic system by a Certifying Authority either solely
or jointly with other Certifying Authorities and regulation of such systems;
(k) specifying the manner in which the Certifying Authorities shall conduct their dealings with
the subscribers;
(l) resolving any conflict of interests between the Certifying Authorities and the subscribers;
(m) laying down the duties of the Certifying Authorities;
(n) maintaining a data base containing the disclosure record of every Certifying Authority
containing such particulars as may be specified by regulations, which shall be accessible to
public.
19. Recognition of foreign Certifying Authorities.
(1) Subject to such conditions and restrictions as may be specified by regulations, the Controller
may with the previous approval of the Central Government, and by notification in the Official
Gazette, recognise any foreign Certifying Authority as a Certifying Authority for the purposes
of this Act.
(2) Where any Certifying Authority is recognised under sub-section (1), the Digital Signature
Certificate issued by such Certifying Authority shall be valid for the purposes of this Act.
(3) The Controller may, if he is satisfied that any Certifying Authority has contravened any of the
conditions and restrictions subject to which it was granted recognition under sub-section (1)
he may, for reasons to be recorded in writing, by notification in the Official Gazette, revoke
such recognition.
20. Controller to act as repository.
(1) The Controller shall be the repository of all Digital Signature Certificates issued under this
Act.
(2) The Controller shall—
(a) make use of hardware, software and procedures that are secure intrusion and misuse;
(b) observe such other standards as may be prescribed by the Central Government, to
ensure that the secrecy and security of the digital signatures are assured.
(3) The Controller shall maintain a computerised data base of all public keys in such a manner
that such data base and the public keys are available to any member of the public.
21. Licence to issue Digital Signature Certificates.
(1) Subject to the provisions of sub-section
(2) any person may make an application, to the Controller, for a licence to issue Digital
Signature Certificates.
(3) No licence shall be issued under sub-section (1), unless the applicant fulfills such
requirements with respect to qualification, expertise, manpower, financial resources and
other infrastructure facilities, which are necessary to issue Digital Signature Certificates as
may be prescribed by the Central Government A licence granted under this section shall—
(a) be valid for such period as may be prescribed by the Central Government;
(b) not be transferable or heritable;
(c) be subject to such terms and conditions as may be specified by the regulations.
22. Application for licence.
 (1) Every application for issue of a licence shall be in such form as may be prescribed by the
Central Government.
(2) Every application for issue of a licence shall be accompanied by
(a) a certification practice statement;
(b) a statement including the procedures with respect to identification of the applicant;
(c) payment of such fees, not exceeding twenty-five thousand rupees as may be
prescribed by the Central Government;
(d) such other documents, as may be prescribed by the Central Government.
23. Renewal of licence.
An application for renewal of a licence shall be—
(a) in such form;
(b) accompanied by such fees, not exceeding five thousand rupees,
as may be prescribed by the Central Government and shall be made not less than forty-five days
before the date of expiry of the period of validity of the licence.
24. Procedure for grant or rejection of licence.
The Controller may, on receipt of an application under sub-section (1) of section 21, after considering
the documents accompanying the application and such other factors, as he deems fit, grant the licence
or reject the application Provided that no application shall be rejected under this section unless the
applicant has been given a reasonable opportunity of presenting his case.
25. Suspension of licence.
(1) The Controller may, if he is satisfied after making such inquiry, as he may think fit, that a
Certifying Authority has,—
(a) made a statement in, or in relation to, the application for the issue or renewal of the
licence, which is incorrect or false in material particulars;
(b) failed to comply with the terms and conditions subject to which the licence was
granted;
(c) failed to maintain the standards specified under clause (b) of sub-section of section 20;
(d) contravened any provisions of this Act, rule, regulation or order made there under
revoke the licence:
Provided that no licence shall be revoked unless the Certifying Authority has been given a reasonable
opportunity of showing cause against the proposed revocation.
(2) The Controller may, if he has reasonable cause to believe that there is any ground for
revoking a licence under sub-section (1), by order suspend such licence pending the
completion of any inquiry ordered by him:
Provided that no licence shall be suspended for a period exceeding ten days unless the Certifying
Authority has been given a reasonable opportunity of showing cause against the proposed
suspension(3) No Certifying Authority whose licence has been suspended shall issue any Digital
Signature Certificate during such suspension.
26. Notice of suspension or revocation of licence.
(1) Where the licence of the Certifying Authority is suspended or revoked, the Controller shall
publish notice of such suspension or revocation, as the case may be, in the database
maintained by him.
(2) Where one or more repositories are specified, the Controller shall publish notices of such
 suspension or revocation, as the case may be, in all such repositories:
Provided that the data base containing the notice of such suspension or revocation, as the case may
be, shall be made available through a web site which shall be accessible round the clock:
Provided further that the Controller may, if he considers necessary, publicise the contents of database
in such electronic or other media, as he may consider appropriate.
27. Power to delegate.
The Controller may, in writing, authorise the Deputy Controller, Assistant Controller or any officer to
exercise any of the powers of the Controller under this Chapter.
28. Power to investigate contraventions.
(1) The Controller or any officer authorised by him in this behalf shall take up for investigation
any contravention of the provisions of this Act, rules or regulations made thereunder.
(2) The Controller or any officer authorised by him in this behalf shall exercise the like powers
which are conferred on Income-tax authorities under Chapter XIII of the Income-tax Act,
1961 and shall exercise such powers, subject to such limitations laid down under that Act.
29. Access to computers and data.
(1) Without prejudice to the provisions of sub-section (1) of section 69, the Controller or any
person authorised by him shall, if he has reasonable cause to suspect that any
contravention of the provisions of this Act, rules or regulations made thereunder has been
committed, have access to any computer system, any apparatus, data or any other material
connected with such system, for the purpose of searching or causing a search to be made
for obtaining any information or data contained in or available to such computer system.
(2) For the purposes of sub-section (1), the Controller or any person authorised by him may, by
order, direct any person incharge of, or otherwise concerned with the operation of, the
computer system, data apparatus or material, to provide him with such reasonable technical
and other assistance as he may consider necessary.
30. Certifying Authority to follow certain procedures.
Every Certifying Authority shall, —
(a) make use of hardware, software and procedures that are secure from intrusion and misuse;
(b) provide a reasonable level of reliability in its services which are reasonably suited to the
performance of intended functions;
(c) adhere to security procedures to ensure that the secrecy and privacy of the digital
signatures are assured; and
(d) observe such other standards as may be specified by regulations.
31. Certifying Authority to ensure compliance of the Act, etc.
Every Certifying Authority shall ensure that every person employed or otherwise engaged by it
complies, in the course of his employment or engagement, with the provisions of this Act, rules,
regulations and orders made there under.
32. Display of licence.
Every Certifying Authority shall display its licence at a conspicuous place of the premises in which it
carries on its business.
33. Surrender of licence.
(1) Every Certifying Authority whose licence is suspended or revoked shall immediately after such
suspension or revocation, surrender the licence to the Controller.
34. Where any Certifying Authority fails to surrender a licence under sub-section (1), the person in
whose favour a licence is issued, shall be guilty of an offence and shall be punished with imprisonment
which may extend up to six months or a fine which may extend up to ten thousand rupees or with both.
Disclosure.
(1) Every Certifying Authority shall disclose in the manner specified by regulations—
(a) its Digital Signature Certificate which contains the public key corresponding to the
private key used by that Certifying Authority to digitally sign another Digital Signature
Certificate;
(b) any certification practice statement relevant thereto;
(c) notice of the revocation or suspension of its Certifying Authority certificate, if any; and
(d) any other fact that materially and adversely affects either the reliability of a Digital
Signature Certificate, which that Authority has issued, or the Authority's ability to
perform its services.
(2) Where in the opinion of the Certifying Authority any event has occurred or any situation has
arisen which may materially and adversely affect the integrity of its computer system or the
conditions subject to which a Digital Signature Certificate was granted, then, the Certifying
Authority shall—
(a) use reasonable efforts to notify any person who is likely to be affected by that
occurrence; or
(b) act in accordance with the procedure specified in its certification practice statement to
deal with such event or situation.

CHAPTER VII
DIGITAL SIGNATURE CERTIFICATES
35. Certifying Authority to issue Digital Signature Certificate.
(1) Any person may make an application to the Certifying Authority for the issue of a Digital
Signature Certificate in such form as may be prescribed by the Central Government
(2) Every such application shall be accompanied by such fee not exceeding twenty-five
thousand rupees as may be prescribed by the Central Government, to be paid to the
Certifying Authority: Provided that while prescribing fees under sub-section (2) different fees
may be prescribed for different classes of applicants'.
(3) Every such application shall be accompanied by a certification practice statement or where
there is no such statement, a statement containing such particulars, as may be specified by
regulations.
(4) On receipt of an application under sub-section (1), the Certifying Authority may, after
consideration of the certification practice statement or the other statement under sub-section
(3) and after making such enquiries as it may deem fit, grant the Digital Signature Certificate
or for reasons to be recorded in writing, reject the application:
Provided that no Digital Signature Certificate shall be granted unless the Certifying Authority is satisfied
that—
(a) the applicant holds the private key corresponding to the public key to be listed in the Digital
Signature Certificate;
(b) the applicant holds a private key, which is capable of creating a digital signature;
(c) the public key to be listed in the certificate can be used to verify a digital signature affixed by
 the private key held by the applicant:
Provided further that no application shall be rejected unless the applicant has been given a reasonable
opportunity of showing cause against the proposed rejection
36. Representations upon issuance of Digital Signature Certificate.
A Certifying Authority while issuing a Digital Signature Certificate shall certify that--
(a) it has complied with the provisions of this Act and the rules and regulations made there
under,
(b) it has published the Digital Signature Certificate or otherwise made it available to such
person relying on it and the subscriber has accepted it;
(c) the subscriber holds the private key corresponding to the public key, listed in the Digital
Signature Certificate;
(d) the subscriber's public key and private key constitute a functioning key pair,
(e) the information contained in the Digital Signature Certificate is accurate; and
(f) it has no knowledge of any material fact, which if it had been included in the Digital
Signature Certificate would adversely affect the reliability of the representations made in
clauses (a) to (d).
37. Suspension of Digital Signature Certificate.
(1) Subject to the provisions of sub -section (2), the Certifying Authority which has issued a
Digital Signature Certificate may suspend such Digital Signature Certificate,—
(a) on receipt of a request to that effect from—
(i) the subscriber listed in toe Digital Signature Certificate; or
(ii) any person duly authorised to act on behalf of that subscriber,
(b) if it is of opinion that the Digital Signature Certificate should be suspended in public
interest
(2) A Digital Signature Certificate shall not be suspended for a period exceeding fifteen days
unless the subscriber has been given an opportunity of being heard in the matter.
(3) On suspension of a Digital Signature Certificate under this section, the Certifying Authority
shall communicate the same to the subscriber.
38. Revocation of Digital Signature Certificate.
(1) A Certifying Authority may revoke a Digital Signature Certificate issued by it—
(a) where the subscriber or any other person authorised by him makes a request to that
effect; or
(b) upon the death of the subscriber, or
(c) upon the dissolution of the firm or winding up of the company where the subscriber is a
firm or a company.
(2) Subject to the provisions of sub-section
(3) and without prejudice to the provisions of sub -section
(1) a CertifyingAuthority may revoke a Digital Signature Certificate which has been issued by
it at any time, if it is of opinion that—
(a) a material fact represented in the Digital Signature Certificate is false or has been
concealed;
(b) a requirement for issuance of the Digital Signature Certificate was not satisfied;
 (c) the Certifying Authority's private key or security system was compromised in a
manner materially affecting the Digital Signature Certificate's reliability;
(d) the subscriber has been declared insolvent or dead or where a subscriber is a firm or
a company, which has been dissolved, wound-up or otherwise ceased to exist
(3) A Digital Signature Certificate shall not be revoked unless the subscriber has been given an
opportunity of being heard in the matter.
(4) On revocation of a Digital Signature Certificate under this section, the Certifying Authority
shall communicate the same to the subscriber.
39. Notice of suspension or revocation.
(1) Where a Digital Signature Certificate is suspended or revoked under section 37 or section
38, the Certifying Authority shall publish a notice of such suspension or revocation, as the
case may be, in the repository specified in the Digital Signature Certificate for publication of
such notice.
(2) Where one or more repositories are specified, the Certifying Authority shall publish notices
of such suspension or revocation, as the case may he. in all such repositories.

CHAPTER VIII
DUTIES OF SUBSCRIBERS
40. Generating key pair.
Where any Digital Signature Certificate, the public key of which corresponds to the private key of that
subscriber which is to be listed in the Digital Signature Certificate has been accepted by a subscriber,
then, the subscriber shall generate the key pair by applying the security procedure.
41. Acceptance of Digital Signature Certificate.
(1) A subscriber shall be deemed to have accepted a Digital Signature Certificate if he
publishes or authorises the publication of a Digital Signature Certificate—
(a) to one or more persons;
(b) in a repository, or otherwise demonstrates his approval of the Digital Signature
Certificate in any manner.
(2) By accepting a Digital Signature Certificate the subscriber certifies to all who reasonably
rely on the information contained in the Digital Signature Certificate that—
(a) the subscriber holds the private key corresponding to the public key listed in the Digital
Signature Certificate and is entitled to hold the same;
(b) all representations made by the subscriber to the Certifying Authority and all material
relevant to the information contained in the Digital Signature Certificate are true;
(c) all information in the Digital Signature Certificate that is within the knowledge of the
subscriber is true.
42. Control of private key.
(1) Every subscriber shall exercise reasonable care to retain control of the private key
corresponding to the public key listed in his Digital Signature Certificate and take all steps to
prevent its disclosure to a person not authorised to affix the digital signature of the
subscriber.
(2) If the private key corresponding to the public key listed in the Digital Signature Certificate
has been compromised, then, the subscriber shall communicate the same without any delay
 to the Certifying Authority in such manner as may be specified by .the regulations.
Explanation.— For the removal of doubts, it is hereby declared that the subscriber shall be liable till he
has informed the Certifying Authority that the private key has been compromised.

CHAPTER IX
PENALTIES AND ADJUD1CATION
43. Penalty for damage to computer, computer system, etc.
If any person without permission of the owner or any other person who is incharge of a computer,
computer system or computer network, —
(a) accesses or secures access to such computer, computer system or computer network;
downloads, copies or extracts any data, computer data base or information from such
computer, computer system or computer network including information or data held or
stored in any removable storage medium;
(b) introduces or causes to be introduced any computer contaminant or computer virus into any
computer, computer system or computer network;
(c) damages or causes to be damaged any computer, computer system or computer network,
data, computer data base or any other programmes residing in such computer, computer
system or computer network;
(d) disrupts or causes disruption of any computer, computer system or computer network;
(f) denies or causes the denial of access to any person authorised to access any computer,
computer system or computer network by any means;
(g) provides any assistance to any person to facilitate access to a computer, computer system
or computer network in contravention of the provisions of this Act, rules or regulations made
thereunder;
(h) charges the services availed of by a person to the account of another person by tampering
with or manipulating any computer, computer system, or computer network, he shall be
liable to pay damages by way of compensation not exceeding one crore rupees to the
person so affected.
Explanation.—For the purposes of this section,—
(i) "computer contaminant" means any set of computer instructions that are designed—
(a) to modify, destroy, record, transmit data or programme residing within a computer,
computer system or computer network; or
(b) by any means to usurp the normal operation of the computer, computer system, or
computer network;
(ii) "computer data base" means a representation of information, knowledge, facts, concepts or
instructions in text, image, audio, video that are being prepared or have been prepared in a
formalised manner or have been produced by a computer, computer system or computer
network and are intended for use in a computer, computer system or computer network;
(iii) "computer virus" means any computer instruction, information, data or programme that
destroys, damages, degrades or adversely affects the performance of a computer resource
or attaches itself to another computer resource and operates when a programme, daia or
instruction is executed or some other event takes place in that computer resource;
(iv) "damage" means to destroy, alter, delete, add, modify or rearrange any computer resource
by any means.
44. Penalty for failure to furnish information return, etc.
If any person who is required under this Act or any rules or regulations made there under to—
(a) furnish any document, return or report to the Controller or ?he Certifying Authority fails to
furnish the same, he shall be liable to a penalty not exceeding one lakh and fifty thousand
rupees for each such failure; file any return or furnish any information, books or other
documents within the time specified there for in the regulations fails to file return or furnish
the same within the time specified therefor in the regulations, he shall be liable to a penalty
not exceeding five thousand rupees for every day during which such failure continues(c)
maintain books of account or records, fails to maintain the same, he shall be liable to a
penalty not exceeding ten thousand rupees for every day during which the failure continues.
45. Residuary penalty.
Whoever contravenes any rules or regulations made under this Act, for .the contravention of which no
penalty has been separately provided, shall be liable to pay a compensation not exceeding twenty-five
thousand rupees to the person affected by such contravention or a penalty not exceeding twenty-five
thousand rupees.
46. Power to adjudicate.
(1) For the purpose of adjudging under this Chapter whether any person has committed a
contravention of any of the provisions of this Act or of any rule, regulation, direction or order
made thereunder the Central Government shall, subject to the provisions of sub-section (3),
appoint any officer not below the rank of a Director to the Government of India or an
equivalent officer of a State Government to be an adjudicating officer' for holding an inquiry
in the manner prescribed by the Central Government.
(2) The adjudicating officer shall, after giving the person referred to in sub-section
(1) a reasonable opportunity for making representation in the matter and if, on such inquiry, he
is satisfied that the person has committed the contravention, he may impose such penalty or
award such compensation as he thinks fit in accordance with the provisions of that section.
(3) No person shall be appointed as an adjudicating officer unless he possesses such
experience in the field of Information Technology and legal or judicial experience as may be
prescribed by the Central Government.
(4) Where more than one adjudicating officers are appointed, the Central Government shall
specify by order the matters and places with respect to which such officers shall exercise
their jurisdiction.
(5) Every adjudicating officer shall have the powers of a civil court which are conferred oh the
Cyber Appellate Tribunal under sub-section (2) of section 58, and—
(a) all proceedings before it shall be deemed to be judicial proceedings within the meaning
of sections 193 and 228 of the Indian Penal Code;
(b) shall be deemed to be a civil court for the purposes of sections 345 and 346 of the
Code of Criminal Procedure, 1973.
47. Factors to be taken into account by the adjudicating officer.
While adjudging the quantum of compensation under this Chapter, the adjudicating officer shall have
due regard to the following factors, namely:—
a) the amount of gain of unfair advantage, wherever quantifiable, made as a result of the
default;
b) the amount of loss caused to any person as a result of the default;
c) the repetitive nature of the default
 CHAPTER X
THE CYBER REGULATIONS APPELLATE TRIBUNAL
48. Establishment of Cyber Appellate Tribunal.
(1) The Central Government shall, by notification, establish one or more appellate tribunals to be
known as the Cyber Regulations Appellate Tribunal.
(2) The Central Government shall also specify, in the notification referred to in sub-section (1),
the matters and places in relation to which the Cyber Appellate Tribunal may exercise
jurisdiction.
49. Composition of Cyber Appellate Tribunal.
A Cyber Appellate Tribunal shall consist of one person only (hereinafter referred to as the Residing
Officer of the Cyber Appellate Tribunal) to be appointed, by notification, by the Central Government
50. Qualifications for appointment as Presiding Officer of the Cyber Appellate Tribunal.
A person shall not be qualified for appointment as the Presiding Officer of a Cyber Appellate Tribunal
unless he—
(a) is, or has been. or is qualified to be, a Judge of a High Court; or
(b) is or has been a member of the Indian Legal Service and is holding or has held a post in
Grade I of that Service for at least three years.
51. Term of office
The Presiding Officer of a Cyber Appellate Tribunal shall hold office for a term of five years from the
date on which he enters upon his office or until he attains the age of sixty-five years, whichever is
earlier.
52. Salary, allowances and other terms and conditions of service of Presiding Officer.
The salary and allowances payable to, and the other terms and conditions of service including pension,
gratuity and other retirement benefits of. the Presiding Officer of a Cyber Appellate Tribunal shall be
such as may be prescribed:
Provided that neither the salary and allowances nor the other terms and conditions of service of the
Presiding Officer shall be varied to his disadvantage after appointment.
53. Filling up of vacancies.
If, for reason other than temporary absence, any vacancy occurs in the office n the Presiding Officer of
a Cyber Appellate Tribunal, then the Central Government shall appoint another person in accordance
with the provisions of this Act to fill the vacancy and the proceedings may be continued before the
Cyber Appellate Tribunal from the stage at which the vacancy is filled.
54. Resignation and removal.
(1) The Presiding Officer of a Cyber Appellate Tribunal may, by notice in writing under his hand
addressed to the Central Government, resign his office:
Provided that the said Presiding Officer shall, unless he is permitted by the Central
Government to relinquish his office sooner, continue to hold office until the expiry of three
months from the date of receipt of such notice or until a person duly appointed as his
successor enters upon his office or until the expiry of his term of office, whichever is the
earliest.
(2) The Presiding Officer of a Cyber Appellate Tribunal shall not be removed from his office
except by an order by the Central Government on the ground of proved misbehaviour or
incapacity after an inquiry made by a Judge of the Supreme Court in which the Presiding
 Officer concerned has been informed of the charges against him and given a reasonable
opportunity of being heard in respect of these charges.
(3) The Central Government may, by rules, regulate the procedure for the investigation of
misbehaviour or incapacity of the aforesaid Presiding Officer.
55. Orders constituting Appellate Tribunal to be final and not to invalidate its proceedings.
No order of the Central Government appointing any person as the Presiding Officer of a Cyber
Appellate Tribunal shall be called in question in any manner and no act or proceeding before a Cyber
Appellate Tribunal shall be called in question in any manner on the ground merely of any defect in the
constitution of a Cyber Appellate Tribunal.
56. Staff of the Cyber Appellate Tribunal.
(1) The Central Government shall provide the Cyber Appellate Tribunal with such officers and
employees as that Government may think fit
(2) The officers and employees of the Cyber Appellate Tribunal shall discharge their functions
under general superintendence of the Presiding Officer.
(3) The salaries, allowances and other conditions of service of the officers and employees or'
the Cyber Appellate Tribunal shall be such as may be prescribed by the Central
Government
57. Appeal to Cyber Appellate Tribunal.
(1) Save as provided in sub-section (2), any person aggrieved by an order made by Controller
or an adjudicating officer under this Act may prefer an appeal to a Cyber Appellate Tribunal
having jurisdiction in the matter.
(2) No appeal shall lie to the Cyber Appellate Tribunal from an order made by an adjudicating
officer with the consent of the parties.
(3) Every appeal under sub-section (1) shall be filed within a period of tony-five days from the
date on which a copy of the order made by the Controller or the adjudicating officer is
received by the person aggrieved and it shall be in such form and be accompanied by such
fee as may be prescribed:
Provided that the Cyber Appellate Tribunal may entertain an appeal after the expiry of the said period of
tony-five days if it is satisfied that there was sufficient cause tor not filing it within that period.
(4) On receipt of an appeal under sub-section (1), the Cyber Appellate Tribunal may, after
giving the parties to the appeal, an opportunity of being heard, pass such orders thereon as
it thinks fit, confirming, modifying or setting aside the order appealed against.
(5) The Cyber Appellate Tribunal shall send a copy of every order made by it to" the parties to
the appeal and to the concerned Controller or adjudicating officer.
(6) The appeal filed before the Cyber Appellate Tribunal under sub-section (1) shall be dealt
with by it as expeditiously as possible and endeavour shall be made by it to dispose of the
appeal finally within six months from the date of receipt of the appeal.
58. Procedure and powers of the Cyber Appellate Tribunal.
(1) The Cyber Appellate Tribunal shall not be bound by the procedure laid down by the Code of
civil Procedure, 1908 but shall be guided by the principles of natural justice and, subject to
the other provisions of this Act and of any rules, the Cyber Appellate Tribunal shall have
powers to regulate its own procedure including the place at which it shall have its sittings.
(2) The Cyber Appellate Tribunal shall have, for the purposes of discharging its functions under
this Act, the same powers as are vested in a civil court under the Code of Civil Procedure,
1908, while trying a suit, in respect of the following matters, namely:—
 (a) summoning and enforcing the attendance of any person and examining him on oath;
(b) requiring the discovery and production of documents or other electronic records;
(c) receiving evidence on affidavits;
(d) issuing commissions for the examination of witnesses or documents;
(e) reviewing its decisions;
(f) dismissing an application for default or deciding it ex pane;
(g) any other matter which may be prescribed.
(3) Every proceeding before the Cyber Appellate Tribunal shall be deemed to be a judicial
proceeding within the meaning of sections 193 and 228, and for the purposes of section 196
of the Indian Penal Code and the Cyber Appellate Tribunal shall be deemed to be a civil
court for the purposes of section 195 and Chapter XXVI of the Code of Criminal Procedure,
1973.
59. Right to legal representation.
The appellant may either appear in person or authorise one or more legal practitioners or any of its
officers to present his or its case before the Cyber Appellate Tribunal
60. Limitation.
The provisions of the Limitation Act, 1963, shall, as far as may be, apply to an appeal made to the
Cyber Appellate Tribunal.
61. Civil court not to have jurisdiction.
No court shall have jurisdiction to entertain any suit or proceeding in respect of any matter which an
adjudicating officer appointed under this Act or the Cyber Appellate Tribunal constituted under this Act
is empowered by or under this Act to determine and no injunction shall be granted by any court or other
authority in respect of any action taken or to be taken in pursuance of any power conferred by or under
this Act.
62. Appeal to High Court.
Any person aggrieved by any decision or order of the Cyber Appellate Tribunal may file an appeal to
the High Court within sixty days from the date of communication of the decision or order of the Cyber
Appellate Tribunal to him on any question of fact or law arising out of such order
Provided that the High Court may, if it is satisfied that the appellant was prevented by sufficient cause
from filing the appeal within the said period, allow it to be filed within a further period not exceeding
sixty days.
63. Compounding of contraventions.
(1) Any contravention under this Chapter may, either before or after the institution of
adjudication proceedings, be compounded by the Controller or such other officer as may be specially
authorised by him in this behalf or by the adjudicating officer, as the case may be, subject to such
conditions as the Controller or such other officer or the adjudicating officer may specify:
Provided that such sum shall not, in any case, exceed the maximum amount of the penalty which may
be imposed under this Act for the contravention so compounded.
(2) Nothing in sub-section (1) shall apply to a person who commits the same or similar contravention
within a period of three years from the date on which the first contravention, committed by him, was
compounded.
Explanation.—For the purposes of this sub-section, any second or subsequent contravention
committed after the expiry of a period of three years from the date on which the contravention was
previously compounded shall be deemed to be a first contravention.
(3) Where any contravention has been compounded under sub-section (1), no proceeding or further
proceeding, as the case may be, shall be taken against the person guilty of such contravention in
respect of the contravention so compounded.
64. Recovery of penalty
A penalty imposed under this Act, if it is not paid, shall be recovered as an arrear of land revenue and
the licence or the Digital Signature Certificate, as the case may be, shall be suspended till the penalty is
paid.

CHAPTER XI
OFFENCES
65. Tampering with computer source documents.
Whoever knowingly or intentionally conceals, destroys or alters or intentionally or knowingly causes
another to conceal, destroy or alter any computer source code used for a computer, computer
programme, computer system or computer network, when the computer source code is required to be
kept or maintained by law for the time being in force, shall be punishable with imprisonment up to three
years, or with fine which may extend up to two lakh rupees, or with both.
Explanation.—For the purposes of this section, "computer source code" means the listing of
programmes, computer commands, design and layout and programme analysis of computer resource
in any form.
66. Hacking with computer system.
(1) Whoever with the intent to cause or knowing that he is likely to cause wrongful loss or
damage to the public or any person destroys or deletes or alters any information residing in
a computer resource or diminishes its value or utility or affects it injuriously by any means,
commits hack:
(2) Whoever commits hacking shall be punished with imprisonment up to three years, or with
fine which may extend upto two lakh rupees, or with both.
67. Publishing of information which is obscene in electronic form.
Whoever publishes or transmits or causes to be published in the electronic form, any material which is
lascivious or appeals to the prurient interest or if its effect is such as to tend to deprave and corrupt
persons who are likely, having regard to all relevant
68. circumstances, to read, see or hear the matter contained or embodied in it, shall be punished
on first conviction with imprisonment of either description for a term which may extend to five years and
with fine which may extend to one lakh rupees and in the event of a second or subsequent conviction
with imprisonment of either description for a term which may extend to ten years and also with fine
which may extend to two lakh rupees Power of Controller to give directions.
(1) The Controller may, by order, direct a Certifying Authority or any employee of such Authority
to take such measures or cease carrying on such activities as specified in the order if those
are necessary to ensure compliance with the provisions of this Act, rules or any regulations
made there under.
(2) Any person who fails to comply with any order under sub-section (1) shall be guilty of an
offence and shall be liable on conviction to imprisonment for a term not exceeding three
years or to a Fine not exceeding two lakh rupees or to both.
69. Directions of Controller to a subscriber to extend facilities to decrypt information.
 (1) If the Controller is satisfied that it is necessary or expedient so to do in the interest of the
sovereignty or integrity of India, the security of the State, friendly relations with foreign
Stales or public order or for preventing incitement to the commission of any cognizable
offence, for reasons to be recorded in writing, by order, direct any agency of the
Government to intercept any information transmitted through any computer resource.
(2) The subscriber or any person in-charge of the computer resource shall, when called upon by
any agency which has been directed under sub-section (1), extend all facilities and technical
assistance to decrypt the information.
(3) The subscriber or any person who fails to assist the agency referred to in sub-section (2)
shall be punished with an imprisonment for a term which may extend to seven years.
70. Protected system.
(1) The appropriate Government may, by notification in the Official Gazette, declare that any
computer, computer system or computer network to be a protected system.
(2) The appropriate Government may, by order in writing, authorise the persons who are
authorised to access protected systems notified under sub-section (1).
(3) Any person who secures access or attempts to secure access to a protected system in
contravention of the provisions of this section shall be punished with imprisonment of either
description for a term which may extend to ten years and shall also be liable to fine.
71. Penalty for misrepresentation.
Whoever makes any misrepresentation to, or suppresses any material fact from, the Controller or the
Certifying Authority for obtaining any licence or Digital Signature Certificate, as the case may be. shall
be punished with imprisonment for a term which may extend to two years, or with fine which may
extend to one lakh rupees, or with both.
72. Penalty for breach of confidentiality and privacy.
Save as otherwise provided in this Act or any other law for the time being in force, any person who, in
pursuance of any of the powers conferred under this Act, rules or regulations made there under, has
secured access to any electronic record, book, register, correspondence, information, document or
other material without the consent of the person concerned discloses such electronic record, book.
register, correspondence, information, document or other material to any other person shall be
punished with imprisonment for a term which may extend to two years, or with fine which may extend to
one lakh rupees, or with both.
73. Penalty for publishing Digital Signature Certificate false in certain particulars.
(1) No person shall publish a Digital Signature Certificate or otherwise make it available to any
other person with the knowledge that—
(a) Certifying Authority listed in the certificate has not issued it; or
(b) the subscriber listed in the certificate has not accepted it; or
(c) certificate has been revoked or suspended, unless such publication is for the purpose
of verifying a digital signature created prior to such suspension or revocation.
(2) Any person who contravenes the provisions of sub-section (1) shall be punished with
imprisonment for a term which may extend to two years, or with fine which may extend to
one lakh rupees, or with both

74. Publication for fraudulent purpose.

Whoever knowingly creates, publishes or otherwise makes available a Digital Signature Certificate for
any fraudulent or unlawful purpose shall be punished with imprisonment for a term which may extend to
two years, or with fine which may extend to one lakh rupees, or with both.
75. Act to apply for offence or contravention commited outside India.
(1) Subject to the provisions of sub-section (2), the provisions of this Act shall apply also to any
offence or contravention committed outside India by any person irrespective of his
nationality.
(2) For the purposes of sub-section (1), this Act shall apply to an offence or contravention
committed outside India by any person if the act or conduct constituting the offence or
contravention involves a computer, computer system or computer network located in India.
76. Confiscation.
Any computer, computer system, floppies, compact disks, tape drives or any other accessories related
thereto, in respect of which any provision of this Act. rules, orders or regulations made thereunder has
been or is being contravened, shall be liable to confiscation:
Provided that where it is established to the satisfaction of the court adjudicating the confiscation that the
person in whose possession, power or control of any such computer, computer system, floppies,
compact disks, tape drives or any other accessories relating thereto is found is not responsible for the
contravention of the provisions of this Act, rules, orders or regulations made thereunder, the court may,
instead of making an order for confiscation of such computer, computer system, floppies, compact
disks, tape drives or any other accessories related thereto, make such other order authorised by this
Act against the person contravening of the provisions of this Act, rules, orders or regulations made
there under as it may think fit.
77. Penalties or confiscation not to interfere with other punishments.
No penalty imposed or confiscation made under this Act shall prevent the imposition of any other
punishment to which the person affected thereby is liable under any other law for the time being in
force.
78. Power to investigate offences.
Notwithstanding anything contained in the Code of Criminal Procedure, 1973, a police officer not below
the rank of Deputy Superintendent of Police shall investigate any offence under this Act.

CHAPTER XII
NETWORK SERVICE PROVIDERS NOT TO BE LIABLE IN CERTAIN CASES
79. Network service providers not to be liable in certain cases.
For the removal of doubts, it is hereby declared that no person providing any service as a network
service provider shall be liable under this Act, rules or regulations made there under for any third party
information or data made available by him if he proves that the offence or contravention was committed
without his knowledge or that he had exercised all due diligence to prevent the commission of such
offence or contravention.
Explanation.—"network service provider" means an intermediary; "third party information" means any
information dealt with by a network service provider in his capacity as an intermediary use.
 QUESTIONS

Q. 1 Explain IT act 2000

Q. 2 What is the penalty for damage to computer or its devices.
Q.3 Define secure electronic record.
Q.4 Explain the penalty for misrepresentation.
Q.5 Describe hacking the computer system.
Q.6 How is digital signature certificate accepted.
Q.7 What are the functions of the controller.
Q. 8 Explain retention of records.
Q.9 Describe the term affixing digital signature.
Q.10 What is a computer network.

ASSIGNMENT

Q. 1 Discuss how e-commerce has changed the outlook of the society.

Q.2 Elaborate Business models.

Q.3 Keeping in view the customer’s perspective it is believed that the e-deals are beneficial.
Do you agree. Justify.

Q.4 Describe the steps of e-payment.

Q.5 List the various activities of e-banking.

Q.6 Discuss the importance of search engine in advertising.

Q.7 Explain viral marketing, its role and issues related to it.

Q.8 Elaborate the significance of customer relationship management systems.

Q.9 What are the security issues in e-commerce.

Q.10 Write notes on digital signature and certifying authorities.