WEB PERSONALIZED INTELLIGENT USER INTERFACES AND PROCESSES - An Enabler of Multi-Channel eBusiness Services Sustainability

Abstract

Abstract:The explosive growth in the size and use of the World Wide Web as a communication medium has been enthusiastically adopted by the mass market to provide an electronic connection between progressive businesses and millions of customers bringing to light the eBusiness sector. However, the nature of most Web structures is static and complicated, and users often lose sight of the goal of their inquiry, look for stimulating rather than informative material, or even use the navigational features unwisely. Hence, practitioners need to alleviate such navigational difficulties and satisfy the heterogeneous needs of the users to allow web applications of this nature to survive. Main emphasis is given at saving costs, improving efficiency and growth, competitiveness, expanding markets and creating more business opportunities, for local and regional governments which aim at providing better and affordable public services to citizens and building "smart communities" by attracting business investment while guaranteeing both quality of life and economic health in the European e-Economy. The rapid growth of the Communication Developments and Technologies has had a profound economic and social impact and has introduced a wide variety of new channels over which different forms of contact and service delivery can take place. A predominant trend in the field of eBusiness research concerns the creation of new infrastructures, methodologies and techniques to support high-level business-to-business and business-toconsumer activities on the Web. This paper presents the research implications and challenges of the Web Personalization concept as an enabler of eBusiness Services sustainability with the development of Personalized Intelligent User Interfaces and processes.