2 CONTEXT
In the past few years, the Internet and, particularly
the World Wide Web (WWW) has expanded
continuously, in terms of the technology used and in
terms of dimension, becoming an essential way for
business relationships. From this development,
several instruments of research and data
organization appeared, in which the Web portals
have a particular relevance (Gouveia et al., 2007).
2.1 Web Portals
The concept of Internet “portal” is relatively recent
and it is not consensual yet. One can briefly define a
portal as an integrating point of access to relevant
information, a convergence point for different users,
with a wide range of information.
The idea of Internet Portal is comprehensive and
may include everything from a simple online
catalogue to a complex intranet solution. However, a
common characteristic is its role as a starting point,
offering a doorway into using web services (Zirpins
et al., 2001).
The fast growth of the WWW and the recognized
importance of Portal Web, led in few years, to the
incoming of countless portals, many times with
different characteristics among themselves.
Consequently, several authors proposed different
definitions, many times for the same object of
interest (Gouveia et al., 2007).
One of the first classification of portals was
presented in 2002 (Strauss, 2002), dividing portals
into two large groups according to the depth of their
content: horizontal portals and vertical portals.
Horizontal portals are public websites whose goal is
to serve its users with a broad set of services and
resources in an effort to convince them to make the
website their homepage. On the other hand, vertical
portals provide information, application and other
resources targeted to a specific community or
interest group.
In 2003, Clarke and Flaherty added two new
dimensions to this classification: not only the depth
of the portal’s content (vertical/horizontal), but also
its mission (transaction/information) and its target
(public/private). Each dimension should be viewed
as a continuum, with all portals expressing varying
degrees of each element (Clarke and Flaherty, 2003).
Focusing our attention on the “depth of content”
dimension, vertical portals, or “vortals”, offer
contents and services targeted to a specific domain
or community: professional classes, people from
certain locations or with other common interests
(Zirpins et al., 2001).
Given the increasing difficulty of efficiently
searching the web using keywords, a new trend in
the design of website for specific users appeared: a
verticalization phenomenon, i.e., the creation of
portal-like internet websites specially tailored for a
specific subject or area of interest, which allows for
the reduction of portal size without omitting relevant
content.
As opposed to general-purpose search engines,
vertical portals have search tools with adequate
strategies and terminology, focused on the target
market (Medeiros et al., 2000).
A vortal, an abbreviation of “vertical portal”, is a
vertical industry, market or specific group, portal on
the Internet. Vortal refers to a website that
aggregates varied content and services of interest to
a particular industry and makes it available to
industry members. While a portal, such as Yahoo! or
AOL, attracts a large number of “netizens” (Internet
citizens), offering a wide range of contents and links
to other sites, vortals are narrower in focus and
address a specific industry, theme, or interest. The
audience or participants may be smaller, but they
have a higher interest and are highly targeted
(Vortalbuilding, 2005b).
The concept of a vertical portal is based upon the
premise of linking customers and vendors together
within a focused environment. This environment
provides information, services and other resources,
which encourage members to remain within the
boundaries of the vertical portal. Vortals are also
seen as business-to-business communities or
business-to-consumer communities (Vortalbuilding,
2005b).
A well-designed and well-developed vertical
portal can create a snowball effect. Users visit it
because it has quality information, advertisements,
discussion forums, products, contents, friends, etc. A
higher number of website users, imply more
advertisements, products and participation, which in
turn will attract more users to it. Once the users’
loyalty is ensured, they will keep visiting and using
the portal on a regular basis.
Companies and individuals who share the some
interests may gather to interact, collaborate and
transact on a digital market. In Portugal, such need
clearly exist for certain markets, as one can infer
from the recent appearing of industry specific
portals, like the construction industry.
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