Bay gh(e commerce)

REGENT UNIVERSITY COLLEGE OF SCIENCE AND TECHNOLOGY

Managing E-Business Assignment

Group Members

NAME OF STUDENT INDEX NUMBER

David Offei Obuobi 2850208

Vida Mensah 2840208

3/2/2012

A formal Report on two E-Commerce/e-business in a company in Ghana that are
into e-business, either internet-based or non-internet-based e-business

i

TABLE OF CONTENTS

NAME OF STUDENT ............................................................................................................... i

INDEX NUMBER ...................................................................................................................... i

David Offei Obuobi .................................................................................................................... i

2850208....................................................................................................................................... i

Vida Mensah ............................................................................................................................... i

2840208....................................................................................................................................... i

Introduction ................................................................................................................................ 1

Baygh (Web Market Place) C2C E-Commerce Model.............................................................. 1

Brief of the Business .............................................................................................................. 1

Contact Information ............................................................................................................... 2

What form of E-Business Are they Operating: ...................................................................... 2

What the nature of Product or Service provided by the site................................................... 3

Description of Business Process. ........................................................................................... 4

Seller on the Platform, ........................................................................................................ 5

Buyer on the Platform......................................................................................................... 6

Description of how deliveries of Service are achieved. ......................................................... 6

Challenges and Recommendations......................................................................................... 7

Conclusion.............................................................................................................................. 7

Elifegh.Com (B2B2C2) M-Commerce Model .......................................................................... 7

Technologies and Networks Adopted .................................................................................... 9

Main Technologies Adopted by Elifeghana ......................................................................... 10

SMS .................................................................................................................................. 10

Third party merchant websites (WEB) ............................................................................. 10

Mobile Web Browser (WAP) ........................................................................................... 10

Managing E-Business 2
A review of Baygh.com and elifegh.com sites

POS Machines / Terminals : ............................................................................................. 12

SMS Vending: .................................................................................................................. 12

Bank ATMs: ..................................................................................................................... 12

Some Problems Associated with their Services and Recommendations.............................. 13

References ............................................................................ Error! Bookmark not defined.

Bibliography ............................................................................................................................ 14


Introduction

Having surveyed the Ghana we came across these e-business initiative that really impressed
us; the bayGH Web Marketplace, also referred to as “bayGH” is the identified e-commerce
market place I will used for this assignment. They operate the site http://www.baygh.com and
online and offline payments solutions provider called eTranzact who operates the site
http://www.etranzact.com.
We have critically review the two companies with concentration on their
 background
 The companies – brief history, products/service produced, location,
 Give the company (ies) website, show a picture of the site.
 Defined the e-business activity identified.
 Described how the e-business activity that takes place on the website works
 If the e-business activity does not take place on the internet, then describe how it takes
place on the company’s private networks

Baygh (Web Market Place) C2C E-Commerce Model

BayGH Web Marketplace is a service provided by BayGH is an online business marketplace
offering a web market platform for individual/business sellers and buyers in Ghana and
Africa to sell and trade products and services.
Baygh web market was created to help boost buying and selling in the various communities
of the African Continent. They aim to dominate many African countries to offer such vast
creative ideas which will bring sellers and buyers together.
BayGH gives you the opportunity to buy and sell your products/services and unwanted
personal items online for free, which means your business/products and items are seen all
over the African continent and the world. (Icy Network Systems, 2012).

Brief of the Business

- A seller lists an item on bayGH web marketplace. The seller gives the description and price
of the item.

1

- If a buyer wishes to purchase the item, he/she logs in to bayGH and finds the seller's phone
number. The buyer will then communicate with the seller, meet at a safe place where the
buyer can make payment for the item and collect their item.
- Due to security reasons, bayGH strongly recommends that both seller and buyer meet in
public places where payment and collection of items could be made safely.
Buyers and Sellers are also advised to leave FEEDBACK comment for each other after a
successful transaction.
Receiving feedbacks on bayGH for every successful transaction you make will convince
other people that you are genuine, hence they will enjoy buying from you or selling to you.-

The webpage of the Baygh.com:Home

Contact Information
Icy Network System (Registered in Ghana. Reg Number: BN-69,786D)
PMB, Accra,
Ghana
E-mail: service@bayGH.com
Tel: (+233)-24-318-0071

What form of E-Business Are they Operating:
The type of E-commerce they are operating in this case is the consumer to consumer form of
E-commerce.


Consumer-to-consumer (C2C) (or citizen-to-citizen) electronic commerce involves the
electronically enabled transactions between consumers through some third party. A common
example is the online auction, in which a consumer posts an item for sale and other
consumers bid to purchase it; the third party generally charges a flat fee or commission. The
sites are only intermediaries, just there to match consumers. They do not have to check
quality of the products being offered (Wikipedia.com, 2012).
Consumer to Consumer or C2C deals with goods or services among people. The beginning of
the new economy has helped to generate a very individualistic and independent society.
Consumers today no longer rely completely on corporations. They are increasingly looking to
conduct their own business transactions through Consumer to Consumer e-commerce.
The propagation of Consumer to Consumer business model is evident from the research on
small businesses, which has doubled in the last decades. With increasing transactions
between and amongst consumers, it has redefined the traditional structure of business. Small
firms and individuals are getting the same opportunity as multi-national corporations. One
will come across many individuals establishing online organizations that encourages and
promotes Consumer to Consumer type of e-commerce.
The most famed and flourishing example of Consumer to Consumer business model is Ebay,
that helps facilitates the trade of privately owned items between individuals. Anyone can
trade practically anything at Ebay. Founded in 1995 by Pierre Omidyar, the company has
continued to develop both in size and popularity. Today, it is considered to be the most
successful Consumer to Consumer e-businesses ever.
Some other good examples of Consumer to Consumer e-commerce applications are
Monster.com, Seek.com.au and CareerOne.com which mainly focus on services. They offer
valuable service to consumers looking for jobs. Employers advertise on these websites and
the potential job seekers get in touch with their organization for an interview.

What the nature of Product or Service provided by the site
Automobiles & Bikes, Books, Comics & Magazines, Building Materials, Business Industrial,
Clothing & Accessories, Coins & Currencies, Computers & Networking, Cosmetics, Beauty
Products, Electronics, Furniture, Gaming, Health & Pharmacy, Jewellery & Watches, Music,
Phones & Mobiles are some of the products they allow consumers to list.
These form of products they provide makes them operates a partial E-commerce system also


known as Click and Mortar E-Business.

Description of Business Process.
BayGH provides an online business marketplace offering a web market platform for
individual/business sellers and buyers in Ghana and Africa to sell and trade products and
services.
Baygh web market was created to help boost buying and selling in the various communities
of the African Continent especially Ghana. They bring sellers and buyers together.
BayGH gives you the opportunity to buy and sell your products/services and unwanted
personal items online for free, which means your business/products and items are seen all
over the African continent and the world. The site adapts E-Auctions
An auction is a competitive process in which either a seller solicits consecutive bids from
buyers or a buyer solicits bids from sellers. The primary characteristic of auctions, whether
offline or online, is that prices are determined dynamically by competitive bidding. Auctions
have been an established method of commerce for generations, and they are well-suited to
deal with products and services for which conventional marketing channels are ineffective or
inefficient. Electronic auctions generally increase revenues for sellers by broadening the
customer base and shortening the cycle time of the auction. Buyers generally benefit from e-
auctions by the opportunity to bargain for lower prices and the convenience of not having to
travel to an auction siteto “attend” the auction.
The Internet provides an efficient infrastructure for executing auctions at lower
administrative cost and with many more involved sellers and buyers (see Kambil and van
Heck, 2002). Individual consumers and corporations alike can participate in this rapidly
growing form of e-commerce. There are several types of electronic auctions, each with its
motives and procedures. Auctions are divided here into two major types: forward auctions
and reverse auctions.
FORWARD AUCTIONS. Forward auctions are auctions that sellers use as a selling channel
to many potential buyers. Usually, items are placed at a special site for auction, and buyers
will bid continuously for the items. The highest bidder wins the items. Sellers and buyers can
be individuals or businesses. The popular auction site eBay.com is conducting mostly
forward auctions.
One is to liquidate existing inventory, the other one is to increase marketing efficiency.


Customers in the first type seek the lowest price on widely available
Electronic Auctions (E-Auctions) goods or services; customers in the second type seek access
to unique products or services. Online File W4.3 graphically demonstrates these two types of
for-ward auctions.
REVERSE AUCTIONS. In reverse auctions, there is one buyer, usually an organization,
which wants to buy a product or a service. Suppliers are invited to submit bids. Online
bidding is much faster than conventional bidding, and it usually attracts many more bidders.
The reverse auction is the most common auction model for large purchases (in terms of either
quantities or price). Every-thing else being equal, the lowest-price bidder wins the auction.
Governments and large corporations frequently mandate this approach, which may provide
considerable savings.

Seller on the Platform,
For a seller, first a user has create a user account that is if he is not a user already on their
website, this gives the user a chance for the user to either list a product or create an electronic
store which he/she can displays whatever he all she is selling online.
The e-store is a personalized page on the website which allows a user on the website to
display his personal items or operate his own store via the website. This allows users who
visit the website to view sites of other users as if it’s their own website to sell their own
products.
The site after creating a username allows you to also list your own product and services for
sales. The site also gives the chance for a consumer to either auction the product or put on it’s
on a fixed sale price.
Online auctions are one of the fastest growing segments of online business today. Millions of
people buy and sell all types of goods on consumer auction sites each year. Although the
online auction business is changing rapidly as it grows, three broad categories of auction Web
sites have emerged: general consumer auctions, specialty consumer auctions, and business-to-
business auctions. Some industry analysts consider the two types of consumer auctions to be
business-to-consumer electronic commerce. Other analysts believe that a more appropriate
term for the electronic commerce that occurs in general consumer auctions is consumer-to-
consumer or even consumer-to-business (because the bidders at a general consumer auction
might be businesses but in this case the bidders can be both business and individuals who
patronize the site.


Picture: Showing a Personalized page for one of the Users of the site

Buyer on the Platform
Like a seller, a buyer has to create a user account to be able to view detailed information
about listed products as well to be able to contact the owner, when a buyer spots a product
he/she is interested in; he/she proceeds to buy the product, an email is then sent the users mail
which contains a link to view the sellers contact information which he can use to contact the
seller physically to conclude what they have started online.

Description of how deliveries of Service are achieved.
Delivery of service on the site is partially done online and the rest concluded physically.
Sellers and buyers can negotiate to sell finally off the site and they act as just the medium of
meeting. Because bayGH eliminates middlemen and lowers barriers to buying and selling,
people in Ghana and all over Africa can sell hand-made goods directly and inexpensively to a
massive global audience. This brings new economic opportunities to developing areas and
increases cultural understanding between populations.


Challenges and Recommendations
BayGH operates a partial E-commerce. To effective digitising their service can be achieved if
they don’t only allow customers to view information about the product and then contact the
seller to finish with the deal; they should intermediate in the process of buying and selling till
the buyer is able to receive the goods.
Secondly, they should operates Electronic payment and E-Wallet systems so as both buyers
can pay for items they are interested and Sellers can receive money for their items sold. This
will not only increase their day to day activity but also will fetch them revenue because they
can take a commission from all sales activities.
One other thing, I recognised on their site is that the site is dormant and most items listed
were all done in 2009, 2010, this means that they are not promoting the site enough to drive
traffic to the site and they can do so by using affiliate marketing programmes, social
marketing and search engine optimization (SEO).

Conclusion
The BayGH operates a marketplace for sellers and buyers to meet; they allow sellers to list
and buyers to auction for the prices of the Goods. This is what can be classified under E-
commerce as Consumer to Consumer (C2C) e-commerce model. And in the situation where
the business process cannot be fully made online it is termed partial play or Click and Mortar.

Elifegh.Com (B2B2C2) M-Commerce Model

e-life Ghana is a Business to Business (B2B2C) venture promoted by K-Net, an undisputed
leader in communication and networking industry. They offer services both offline and online
using several mobile commerce technologies.
e-life Ghana is a brand promoted by K-Net which has got pretty large business presence
across West African region for various business activities including the managed and internet
solutions for many Banks, Telecom operators and other categories of prestigious customers.
K-Net started out as KCS Ltd, in 1996 which was specialized on supplies, installation and
maintenance of computer hardware systems and accessories. Since 1999 K-Net is fully


licensed by the National Communications Authority for provisioning of data and internet
services nationwide. K-Net today employs over 200 personnel and is present in several West
African countries.
K-Net is the one stop shop for all managed network and internet solutions within the West
African sub-region, using different products according to the needs, peculiarities, preference
and location of clients. We tailor specific solutions for you and manage your network as well
as the internet access.

Home page of elifegh.com

Accreditations from many reputable manufacturers have enabled K-Net Ltd to create a
comprehensive yet flexible portfolio of solutions. With our networking expertise
complemented by our proficiency in sales, design, installation and maintenance, leading
Manufacturers - such as those below - trust us time after time to facilitate distribution of their
products and services.


Products and Services
1. Mobile Top up
2. Mobile wallet
3. Bill Payments
4. Mobile Remittances
5. Micro Banking services
6. Value added services such as
Additionally Many web based services are provided by us, like Railway booking, Air
travel tickets, Bus ticketing, Movie tickets & Utility Payments.

Technologies and Networks Adopted

e-life Ghana provides a fast, convenient, safe and inexpensive way to transfer money using
your personal mobile phone. e-life Ghana lets you send or get money from a loved one or
friend, instantly when they need it most. Paying your utility bills and recharging your mobile
phone are just a few of the exciting possibilities of using e-life Ghana . As the first mobile
payment service created exclusively for the mobile phone, e-life Ghana works on any mobile
phone and with any wireless carrier to provide consumers the security and convenience of
mobile payments.

e-life Ghana uses a proven, secured and reliable payment transaction platform that is
currently deployed in several countries. The robust transaction engine interacts with various
devices: mobile phones, ATMs, third party merchant network systems, prepaid platforms, bill
payment systems, and various other service providers.

At the core of the system is a core application and payment system running in a secured and
highly scalable, industrial strength servers. It provides streamlined authentication,
authorization, wallet and payment services to consumers and value-added business partners
like leading banks, mobile operators, utility companies, merchants, and event organizers. It
serves as a major hub for businesses and consumers alike to transact and settle payments
conveniently.


Key features of the system:

 Real-time and highly scalable transaction management system.
 Capable of handling un-banked customers, increase efficiency on payment process
and collections.
 User-friendly interface for customers, administrators, and business partners.
 Specialized interface with external systems that give the business partner the ability to
extend data services to its current and prospective customers.
 For the mobile operators, provides a reliable real time prepaid e-Top up solution
without the production of expensive physical prepaid cards or vouchers.
 Allows real-time point-to-point payments and funds transfer with instant confirmation
& transaction updating at the service providers system.
 Complies with stringent banking operation and audit requirements.
 Provides a dynamic platform for merchants and financial institutions to cross sell and
market products to prospective customers.
 Choice of payment options viz. cash, debit or account transfers.
 Clear and easy-to-use report interface for consumers and business partners.

Main Technologies Adopted by Elifeghana

SMS
This option is simple and convenient for all users. You can use e-life Ghana with the most
basic mobile phone by sending an SMS to. e-life Ghana Application. The e-life Ghana
Application represents the easiest way to use e-life Ghana.

Third party merchant websites (WEB)
You just need to login on the website of the third party merchants who are integrated with e-
life Ghana system online and can use the products available on the website of these
merchants.

Mobile Web Browser (WAP)
Elifegh offers the ease and convenience of their Applications but with no download, one
simply use his phone to access the Wireless Application Protocol (WAP) With similar
features to the e-life Ghana Application, WAP takes users step-by-step through all transaction


requests. This system works on most phone's internet browser.

Their Business Focus
Elifegh is a retailing portal and a complete pilot for mobile top-up, microfinance and other
products which are ideal for banks and service providers who wish to attract more foot-falls
in their business and increase revenue by e- life partners.
 Banks and Insurance service providers.
 Telecom operators.
 Merchant partners like Non- banking financial companies and other categories.
 Channel partners like post office, oil marketing companies and non-conventional
stores.

Delivery Process
Electronic distribution on Mobile, websites, third party or direct e-life Ghana merchant
outlets. e-life Ghana’s POS terminal or Web Connect comes loaded with proprietary software
that enables any Retailer to perform transactions-both online as well as offline. Third party
delivery on website, SMS, ATM, Bank branches,Delivery Medium Internet, SMS & Bank
ATM , Web Vending/Internet Vending:

Retailers with internet connections (like cyber cafes) can subscribe to their propriety product
(PC client and web client) to sell thier services through their net connected PC's. All one need
to do is to install our pc client on the retailers net connected PC and he can start off.
Alternatively, one can also access elifegh web client to use/sell their services online.


The login Page to Retailers Portal

POS Machines / Terminals :
e-life Ghana ’s POS terminal comes loaded with our proprietary software that enables any
Retailer to perform transactions-both online as well as offline. The retailer can download
prepaid PIN'S in bulk with a single telephone call and then can sell it offline as per the
requirement. The PIN'S remains stored in the memory and are invisible and secure till printed
out for sale.

SMS Vending:
To provide prepaid services through small and residential entrepreneurs, who do not have
easy access to a telephone line. e-life Ghana, also has a product (SMS client) to cater to its
consumers through this non-traditional channel. Any person with a mobile handset can
register with them as a retailer to sell our services/products through SMS. The retailer will
have to SMS them the request for the prepaid PIN's which will be sent back on the retailer
mobile phone through return SMS.

Bank ATMs:
This convenient service enables a customer to recharge his prepaid mobile on an ATM


machine. The service is currently available with all banks across Ghana.

Some Problems Associated with their Services and Recommendations

Issues about security are the main challenge or problem associated with their business
activity. Users of mobile-payments and such online payments solutions are most concerned
about their security on the sites and on the applications as whether someone somewhere is not
phishing, their pins and other details. But the site and their applications as indicated earlier
their systems are highly secured against all forms of security threats.

I found out they are not doing much in terms of marketing and promotions of their sites, the
last time the site was updated was in 2010, though they claim they have a lot of customers,
One may wonder why they don’t update the site. They don’t have any company profile on
linked in, facebook, twitter which has become one of the best platforms for business
promotions in the online business industry.

I strongly recommends that they embark on massive both online and offline marketing
activities to sell the site and their services in general. Facebook has become a platform for
marketing and advertising and hence they can embrace it for their advertisement and
marketing activities. The site should be updated frequently to ensure that security of users are
ensured.


References

Wikipedia Organisation. (2002 , December 16). Retrieved Febuary 24, 2012, from The
Online Encyclopedae: http://en.wikipedia.org/wiki/E-commerce

Wikipedia Organisation. (2009, June ). Retrieved February 24, 2012, from The Online
Encyclopedae: http://en.wikipedia.org/wiki/Customer_to_customer

Icy Network Systems. (2012, Jun 24). Retrieved Febuary 24, 2012, from BayGH Web Site:
http://www.bayGH.com

ElifeGh. (2011). About Us. Retrieved June 20, 2012, from elife Ghana Main Website:
http://www.elifegh.com/index.html


Bay gh(e commerce)

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