Objectives of knowledge management

Supply chain 
management (SCM)
The coordination of all 
supply activities of an 
organisation from its 
suppliers and partners to 
its customers.
Value chain
A model for analysis 
of how supply chain 
activities can add value 
to products and services 
delivered to the customer.
Value network
The links between an 
organisation and its 
strategic and non‑ strategic 
partners that form its 
external value chain.
Figure 1.10
Evolution of web technologies
Source
: Adapted from Spivack (2009).
Connections between information
Connections between people
Intelligent personal agents
Widgets
Semantic Search
Mashups
Office 2.0
Social Networks
SaaS
Wikis
Lightweight Collaboration
Keyword Search
Directory Portals
Websites
Groupware
Databases
File Servers
File Systems
PCs
USENET
Email
Windows
SGML
MacOS
SQL
BBS Gopher
VR
HTTP
HTML
SOAP XML Java
Javascript
Flash
P2P RDF
RSS ATOM
AJAX
OpenID
OWL
SPARQL
SWRL
The Desktop
The Internet
Online Services
The Web
Social Web
Real-Time Web
Semantic Web
Intelligent Web
Web OS
IRC
FTP
Multimedia
CDROMs
Blogging Social Media
Virtual worlds
Memetrackers
Lifestreaming
Microblogging
Activity streams
Natural Language Search
Consumer online services
PC Era
1977
Web 3.0
2009
Web 4.0
2018
Web 1.0
1989
Web 2.0
1999
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26
Part 1
Introduction
Figure 1.11
Summary and examples of transaction alternatives between businesses, consumers and 
governmental organisations
Business-to-Consumer (B2C)
• 
T
ransactional: Amazon
• Relationship-building: B
P
• Brand-building: Unilever
• Media owner – News Corp
• Comparison intermediary: Kelkoo,
P
ricerunner
Government-to-Consumer (G2C)
• National government
transactional: Tax – inland
revenue
• National government information
• Local government services
Consumer-to-Consumer (C2C)
Business (organisation)
From: Supplier of content/service
Government
Consumer or citizen
Business (organisation)
To: Consumer of content/service
Consumer or citizen
Government
• eBay
• 
Peer
-to-Peer (Skype
)
• Blogs and communitie
s
• 
Pr
oduct recommendations
• Social networks: MySpace,
B
ebo
Business-to-Business (B2B)
• 
T
ransactional: Eurof
fice
• Relationship-building: B
P
• Media Owned: Emap business
publications
• B2B marketplaces: EC21
Government-to-Business (G2B)
• Government services and
transactions: tax
• Legal r
egulations
Consumer-to-Business (C2B)
• 
Priceline
• Consumer-feedback,
communities or campaigns
Business-to-Government (B2G)
• Feedback to government
businesses and non-
governmental or
ganisations
Government-to-Government (G2G)
• 
Inter
-government services
• Exchange of information
Consumer-to-Government (C2G)
• Feedback to government
t
hr
ough 
pressur
e group or
individual sites
Mini case study 1.4
Betfair provides a great example of the creation of a digital business with an innovative business model. It 
holds licences to operate in the UK, US, Australia, Austria, Germany, Italy and Malta with just under 50% of 
all new registrations coming from outside the UK and Ireland. Its 2012 Annual Report notes that it has identi‑
fied Italy and Spain as priority markets attractive in terms of scale, growth potential and regulatory outlook. It 
is looking to achieve a top‑ three position in this market. In this year it had around 744,000 active customers 
with average revenue per user (ARPU) of £360. Twenty‑ three per cent of customers made an overall profit in 
the year. Commercial and marketing spend was £87.5 million representing 25% of revenue. Technology and 
product development costs were £67.2 million.
Betfair is the world’s biggest online sports betting company and pioneered the first successful betting 
exchange in 2000. Driven by cutting‑ edge technology, Betfair enables customers to choose their own odds 
and bet even after the event has started. The company now processes over 6 million transactions a day from 
its 3 million registered customers around the world (the 3 million mark was passed in 2010).
Betfair introduced a novel form of betting which replaces the typical role of the bookmaker such as 
Ladbrokes or William Hill who provide fixed odds and take their own risk on the outcome. With Betfair, all 
bets placed are with other Betfair customers rather than with Betfair, which has no risks on the outcome. 
As with all forms of gambling, there is a risk of corruption ‘throwing the bet’; to reduce this risk Betfair has 
a transparent approach where evidence of corruption may be shared with the governing body of a sport.
Betfair profits with C2C online gambling service
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27
Chapter 1
Introduction to digital business and e‑commerce
Through providing an online service, there are additional aspects of its proposition:
● 
You can either place bets conventionally or request your own odds.
● 
You can choose the odds you want to play at.
● 
You can bet while the game is in play.