Keynote lectures are plenary sessions which are scheduled for taking about 45 minutes + 10 minutes for questions.




- Thomas Greene, MIT, U.S.A.
- David A. Marca, University of Phoenix, U.S.A.

  Keynote Lecture 1  
  Redefining the Market Place: Only the Numbers are Different?  
Thomas J. Greene,

Brief Bio

Research Staff member of the MIT Laboratory for Computer Science (MIT-LCS),  Dr. Greene completed his PhD in Theoretical Physics at the University of Toledo in 1973. Since he joined the MIT-LCS in 1986, he has worked on a variety of computer projects.  For the period 2000 - 2002, Dr. Greene is on leave from MIT to the National Science Foundation. He is Senior Program Director for Advanced Networking Infrastructure in the ANIR division of the CISE directorate of the NSF. Recently working with Tim Berners-Lee he helped  establish at MIT-LCS the World Wide Web Consortium (W3C), building both consortium membership and the  world wide team membership.  Prior to that he managed the MIT-LCS Project SCOUT 128 node CM5 super computer, used by LCS Computer Scientists and Physicists, Biologists, Oceanographers and other computational scientists at MIT, Harvard and BU. Dr. Greene's computer career activities have spanned the time from Main Frames to minicomputers, to workstations, to personal computers to the present Internet world of the World Wide Web.


As we begin a new series of conferences focused on concerns with information systems methods and applications in the context of e-business, it seems appropriate to pause and ponder: "What is e-commerce on a "flat" world?". This invloves several questions: A. How different is our age? - The first market place was where a simple transaction, perhaps a barter, between a buyer and a seller for survival goods related to food, clothing or shelter happened. In our age of information systems the major differences may be primarily based on differences in quantities, distances and time, or maybe it is more complex.
Our age is at least different, because the "Flat World" is a six dimensional information space, where our daily commerce concerns must include knowledge and calculations involving ( Politics, Culture, Technology, Finance, Security and Ecology) It is also a world where quality and service have been added as possible commodities for sale. Transactions between buyer and seller may now be instantaneous and global.
B. Is it only the numbers of people and the speeds of the technologies that make this a different market place from the original one? 1,000 ,000 x (1buyer and 1 seller)? The exponentials rates of change in population, technology, indicate that some fundamental issues are indeed different. Information technology has its own parameters that need monitoring. Computerization, miniaturization, digitization satellite communications and fiber optics are subjects where a change can instantly obsolete your careful design of an information system. If commerce is in part focused on acquiring wealth, then some new opportunities may exist both for people in e-commerce and for the people who provide their information systems.
C. What new strategies for business and for the builders of information systems now exist?
Since computation and storage and network communication are now free, and language barriers are lowered for text information, new strategies for design occur.


  Keynote Lecture 2  
  e-Business Strategy: Charting a Way through Uncertain Waters of Electronic Commerce  
David A. Marca,
University of Phoenix, USA

Brief Bio

David A. Marca is on the Adjunct Faculty at the University of Phoenix and at Boston University. His six books and 22 papers cover e-Business, e-Commerce, business process reengineering, and software engineering. He holds a patent in workflow technology. The IEEE has published his latest book, “Open Process Frameworks: Patterns for the Adaptive e-Enterprise.” David is also President of OpenProcess, Inc. – an e-Business consulting firm since 1997 – that helps firms implement workforce management and e-Business solutions. He has consulted in Italy, Norway, Mexico and the United States. David is a member of the Institute of Electrical and Electronic Engineers (IEEE), the Association for Computing Machinery (ACM), and the Project Management Institute (PMI).


In the 15th century, the Portuguese Rudder was the tool for navigating uncharted waters. Today, the e-Business strategy serves a similar purpose on the ocean of electronic commerce:

Some forces of electronic commerce create uncertainty and hurt businesses:
a) reintermediation and disintermediation,
b) declining transactional costs,
c) displacement due to an industry standard solution,
d) mandatory compliance to regulations and contract terms.

Mr. Marca will discuss these forces and present e-Business strategy for mitigating their unwanted effects:
a) e-Organization that adapts to the customer,
b) e-Connections to create new value,
c) e-Marketing to address pre-order customer needs,
d) e-Contract, written in XML, which formalizes trust.