Comparison of ICTD Model and Three Pillars of
E-Commerce
Michael A. Cox
Andy Larson
The ICTD and Three Pillars models cover the same core information but go about it in different ways. The ICTD model breaks apart the market space in the following four areas: virtual information space, virtual communication space, virtual transaction space and virtual distribution space. The Three Pillars model on the other hand breaks out the market space in electronic information, electronic relationships, and electronic transactions. The Three Pillars model appears to simplify the ICTD model by combining virtual distribution space and virtual transaction space into electronic transactions, while the other two pillars match up (virtual information space and electronic information/ virtual communication with electronic relationships).
The ICTD model is a more encompassing model that outlines more details needed for each section. The Three Pillars model deals more with how the user will perceive the e-commerce environment. The Three Pillars model also shows that the three pillars are bound together to support the open market processes which are built on the existing market space. The ICTD model indicates that a site can operate in any one of the sections while staying independent of the others to achieve the goals of the firm. Additionally, the ICTD does not break out the market space into existing market space and open market processes, but instead is built on traditional market space. In the Three Pillars model, you have to build up all three pillars for the e-commerce site to work. In the ICTD model, you can jump in at any place you desire without having to venture in all the other e-commerce areas. Additionally the ICTD model is useful in determining which of the virtual spaces is appropriate in the long and short term business strategy goals.
A final difference with the Three Pillars model is that it doesn’t take into account any of the auxiliary activities like the ICTD model does that are needed for the model to work. E.g. in the Three Pillars model there is no mention of a regulatory environment, taxes, crime, computer fraud, or privacy. These are all areas that need to be taken into account in order to promote an accurate picture of the environment including consumer and supplier influences.