Today's online customers are just a short click away
from the competition. Web-savvy consumers expect to
find what they want, when they want it, without the
need for human intervention. They want immediate
feedback that tells them that their order has been
processed, the merchandise is in stock and the date it
will ship. Nothing alienates a customer faster than a
call or e-mail message from a customer service
representative three days after placing an online
order telling them that their product is now out of
stock.
When they don't get what they want, they surf to
the Web site of the company that can give them what
they demand -- easy, error-free, information-rich
access to online ordering and order management.
According to a study by the Center for Research in
Electronic Commerce in September 2000, 74 percent of
companies provide basic product information online,
but only 55 percent provide any online customization.
A mere 44 percent notify customers of their order
status and just 29 percent have any capability to
report customer feedback and quality issues to
suppliers in real-time. These statistics point to
significant opportunities to enhance e-business
capabilities and strengthen relationships with the
increasingly demanding and sophisticated online
customer.
A successful e-business strategy involves a "front-end"
catalog site capable of integrating customer needs
with the company's business process for an efficient
exchange of information. Most companies come to the
e-business arena with substantial investment in
business systems that are already running their order
processing, customer records and inventory control.
Unfortunately, many of these systems were not designed
to integrate with Internet technology. In order to win
the customer, these companies must accept the
necessity of tying these business data into the online
ordering process in real-time.
Tying The Old With The New
Getting business systems to properly model the
business process takes years of investment and
fine-tuning. Consequently, most companies desire to
preserve this investment when they move forward to
Web-enable their successful business systems. At
present, most companies select one of the four
following alternatives for implementing an e-business
strategy:
Do nothing. Companies that avoid
integrating legacy systems with their Web sites can
alienate customers by not providing them the
information they need.
Replace old systems. This alternative
requires a complete replacement with Web-ready systems
and software. Replacing old systems requires a
complete migration of the legacy data and replication
of the business rules. This solution is very expensive
and time consuming to implement as well as disruptive
to the organization.
Create a separate Web system.
Companies that run Web systems completely separate
from existing business systems require constant
reconciling efforts and redundant work; they risk
increased occurrence of errors and still do not supply
true real-time information for the online customer.
Extend the legacy system to the Web.
This option allows companies to preserve their
investment in their legacy systems with seamless
integration techniques that prevent errors while
eliminating double entry and redundant work.
The last option, extending the legacy system to the
Web, is crucial to creating a customer-centric
interface that avoids loss of sales, enhances repeat
buying and preserves the company's existing investment
in business information systems. To illustrate this
concept, consider how each step in the following
online purchasing process scenario requires continued
real-time access to customer, payment, inventory and
order-processing systems and applications:
- The customer has determined exactly what product
he wants to purchase and is ready to "check-out."
She will expect to be told for certain whether or
not the product is in stock.
- The customer will expect to see exact pricing,
including any discounts. She will not spend the
time to read fine print or calculate a discount
herself. If she doesn't see her lowest price, she
may purchase elsewhere. Companies with discount
structures in place for repeat or volume buyers
must show the customer the discounted pricing on
the fly.
- When the customer does click the purchase
button, she will want confirmation that the
desired payment method has been accepted,
processed and that the order is proceeding.
- After an order has been accepted, the customer
will need the option of checking on the status of
that order as well as tracking delivery once the
order has been shipped.
This scenario shows just a few examples of typical
uses for Web-to-host integration, a technique that can
be used to extend any information residing on legacy
systems to the Web.
To implement a Web-to-host integration solution, a
company must first determine what information should
be accessed and updated during an offline ordering
transaction. Once the information requirements have
been established, the company can proceed with the
design of its online transaction process to include
this same information. Web-to-host integration offers
both display only mode or complete interactive
capabilities to input/update the data the company
deems appropriate.
By integrating a legacy system with the Web, a
company can substantially enhance the customer
experience and eliminate significant roadblocks to
customer loyalty. With these barriers removed, the
company can maximize its revenue and margin potential
by allowing customers to autonomously place orders
online.
Web Enabling Legacy Systems Through Screen
Mapping
One of the most practical ways to integrate legacy
systems is a technique called screen mapping. The
three primary motivators in implementing a screen
mapping strategy over the other possibilities are
speed, cost and transitional ease. This approach
reuses existing systems, applications and logic,
leading to a comparatively rapid implementation.
Because no system conversions are required, there is
no disruption to a company's current business
operations and minimal change to its IT
infrastructure. These factors combine to create a
lower cost, less hassle approach.
Web enabling legacy systems is accomplished through
a three-tiered paradigm -- the first tier is the
legacy host, the second or middle tier is the Web
server and host access server, and the third tier is
the Web browser, which acts as a universal client.
The middle tier is the most important and forms the
bridge that ties the complete system together. This
middle tier uses terminal access protocols such as
VT100, 3270 and 5250 to communicate with the legacy
system via a "virtual terminal." This technique
emulates the standard "green screens" that the sales
and service staff see on their terminals. Data are
moved in and out of the legacy host via the screen
display as if sales entry personnel were entering it.
The middle tier also allows these data to be
seamlessly integrated into the graphical Web-based
pages and forms by passing information along to the
Web server.
The host access server is typically built using a
rapid application development tool. The developer uses
the tool to create a program that can navigate the
legacy system through the virtual green screen
interface. The application is programmed to enter or
retrieve the appropriate information in the
appropriate location on the green screen in order to
open sessions, gather data, complete transactions and
close sessions with the host machine.
Common gateway interface (CGI) scripts are created
to instruct the host access server to access the
necessary data fields on the host. These CGIs are
stored on the Web server and allow the Webmaster to
incorporate legacy data into any Web page.
This type of access uses the full benefit of the
applications residing on the host system and
development times are measured in days or weeks.
Screen mapping enables reuse of all the existing
application logic, whereas direct calls to the
database would not. Typically, placing an order
affects multiple modules within an application, such
as adding or updating customer records, processing
payment, relieving inventory, etc. This eliminates the
need to write code to directly access and update the
various databases that contain the enterprise data.
A far cry from the "screen scraping" of the past,
today's screen mapping is more robust and
sophisticated. Three techniques are available to
interact with the green screen: absolute, relative and
pattern-based. Absolute screen mapping refers to the
exact row and column coordinates of a data field.
Relative builds instructions of how to get to the
desired data field based on the cursor's current
location. Pattern-based recognition looks for the data
field based on a specific pattern on the screen, such
as "account number." Reliance on patterns virtually
eliminates the necessity of modifying Web server
scripts when minor modifications are made to the host
system screen. The combination of these techniques
allows for complex interaction with the host. In
addition, the ability for simultaneous interaction
with multiple systems and applications enables data
from disparate sources to be combined to form a single
Web page in a matter of seconds.
These techniques allow a company to design its Web
catalog and ordering interface based on the needs of
its customers, supplying them with relevant data when
and where they need it. Once built, quick and easy
modifications to the ordering site can be accomplished
with standard HTML editor. Integration efforts are
completely reusable, allowing the company to extend
data to other audiences, such as employees or business
partners, through a corporate Intranet, Extranet or
wireless device.
The Benefits Of Business System Reuse
Some legacy environments better lend themselves to
this type of integration. Mainframe and midrange
systems are especially well suited to this type of
integration. Although most are not designed for Web
access, the screen mapping process allows the data
that reside on them to be accessed and displayed on
Web pages without any changes to the system or
application.
Screen mapping is best suited for mature
applications. While today's tools allow for easy
handling of minor adjustments to the terminal screen
layout, any application that is still undergoing major
modifications in which data fields are moving to
different screens will require major reworking of the
Web access application.
In terms of the host application interface, block
data terminal types such as 3270 and 5250 are usually
better suited than VT100 serial terminal types. Some
screen mapping development environments do support
serial data handling, but it is a more difficult
environment in which to work.
Many companies have the added complexity of a mixed
environment. These, too, can be integrated, and these
companies will enjoy even more benefit by enabling
disparate systems to work together. Where sales center
staff may have used a Windows-based application to
create complex product configurations based on
customer specifications, and then access a mainframe
or midrange system to check pricing and availability,
Web-to-host integration can make the whole process
seamless through a single, intuitive Web interface. A
customer can go to one user-friendly Web site, enter
his or her specifications and receive a parts list,
pricing and availability all in a matter of seconds.
Extremely cumbersome host applications will add to
the development time and cost of Web-to-host
integration projects. For instance, typical legacy
applications require navigation through 10 to 30
screens to access the necessary data. Some companies
have applications that require navigation through 100
or more screens. In this situation, the host access
server will take longer to configure, but these
companies parlay that development effort by building a
streamlined Web-based interface for their employees as
well as their customers.
Security Issues And Concerns
Screen mapping offers control of what information
is available to a company's Web audience. The company
has complete control over what it allows users to see
or not see, and what information the users can enter
or update. Users gain access to the system via forms
generated by the Web server, and the most they are
permitted to do is fill in information via the
electronic form; the Web server controls the menu
selection and navigation through the business
application. Because there is no physical connection
between the Web client and the business system, and
users are never given a system prompt, they have no
way of setting up a direct communication session.
Host-to-Web integration produces a standard Web "front
end," allowing a company to build in any number of
data validation scripts for verification of data
integrity. These can verify that appropriate data are
entered, such as the type and number of characters in
a ZIP code, date or credit card number. Plus, there
will be no effect on any standard firewalls and
Internet security measures that a company may have in
place on its e-commerce site.
Implementation
There are a variety of Web enablement tools on the
market, which on the low end are ideal for small and
relatively simple implementations. On the high end,
there are tools designed to handle massive enterprise
integration projects. Typically, the pricing structure
of these products includes the cost of the software
plus the licensing for the number of concurrent users.
For more complex implementations, there are vendors
and consulting firms offering legacy integration as a
service, either using their own internally developed
tools or third-party tools. In this situation, a user
pays for the consulting work to develop integrated Web
pages as well as software licensing required to
support the solution. The benefit to outsourcing is
that users can typically get a fixed bid quote for the
implementation of the solution. If the company does
not have the internal resources or the necessary
experience, outsourcing can be an effective,
cost-controlled option.
While return on investment will vary dramatically
based on the scope of the project, it is not uncommon
for companies investing in vendor-installed
integration projects to realize their ROI in much less
than a year's time.
Much of the success of a company's e-store will be
determined by its ability to build a convenient,
customer-driven experience. That experience requires
the quick, accurate and obvious display of information
that currently resides on the company's business
information system. Screen mapping offers an efficient
way to make this information available in real-time to
customers. Quick to implement, it is an ideal method
for many established companies to ensure that IT
issues don't get in the way of online sales.
Rob Crigler is the vice president of sales and
marketing at MODCOMP,
a provider of e-commerce integration software and
services. MODCOMP's eCommerce division aims to help
its customers take advantage of rapidly emerging
e-business and m-business opportunities while
preserving their current IT environments. He can be
reached at [email protected].
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