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  Hosted  solution 

  Standard  software  which 

is managed externally on 

the supplier’s server.   

  Tailored 

development  

  The  standard  solution 

requires major 

configuration or 

integration of different 

modules.   

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Chapter 12  Digital business service implementation and optimisation

In this section we briefly introduce how simple static web pages can be developed using 

HTML and how scripts and databases can be used in conjunction with HTML to produce 

dynamic content.

Managing web content

Managers need to be aware of some aspects of managing content through content manage-

ment systems:

1 

Standards compliance. The World Wide Web Consortium (

www.w3.org

) has been 

prominent in defining web standards. Promoting standards has been taken up by other 

advocacy groups such as the WaSP, the Web Standards Project (

www.webstandards.org/

about/mission/

) and many web design agencies. The use of web standards affects the qual-

ity of service and accessibility levels of sites.

In his seminal reference on web standards, Jeffrey Zeldman says that the best way to 

view web standards is as ‘a continuum, not a set of inflexible rules’. In practice a combina-

tion of the standards shown in Box 12.1 will be required. In particular the use of  plug-  ins 

and Ajax should be carefully discussed prior to implementation since this may exclude 

some site users or force them to use another plug-in.

2 

 Cross-  browser  support. Dependent on the standards used and how they are imple-

mented, the site may appear different in different browsers since they may have inter-

preted some of the W3.org standards differently. This can result in a site rendering 

(appearing) differently in different browsers. Prior to implementation a list of brows-

ers and versions should be targeted and then subsequently tested using tools such as 

BrowserShots.

Increases accessibility – users can more readily configure the way a site looks or sounds 

using browsers and other accessibility support tools. Site is more likely to render on a 

range of access platforms like PDAs and smartphones.

Activity 12.1

Selecting applications software for a small business

Purpose

To aid understanding of the different factors to assess when selecting applications 

software and the relative importance of them.

Activity

A start-up office supplies business which specialises in supply of printers is reviewing 

its alternatives for different types of digital business system. Form groups with each 

group selecting one type of digital business service from the list below and then dis-

cussing the importance of the nine criteria for selecting software described above. A 

ranked list of the criteria in order of importance should be produced. These can be put 

on a whiteboard, with one type of software in each column to assess the commonality 

in requirements.

Digital business service types:

1 

Customer relationship management application.

2 

Supply chain management application.

3 

Employee management system.

4 

Web analytics software (see later in chapter).

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