Slide 1: E-Business: Roadmap for Success Ch 4. Thinking e-Business Design : More than technology By Dr. Ravi Kalakota Marcia Robinson MIS 20 기 강석천 1
Slide 2: Wha t to Expect  Thre e dominant fac tors dr iving the new e conomic revolution    Shift from supply chains to demand chain The emergence of Web and m-commerce The escalating pace of technical innovation  Dynamic environment  The age of continuously innovating e-business design  The Challenge c onfr onting today’ s manager  The creation, execution, and ongoing evolution of a successful ebusiness design Thinking e-Business Design: More than Technology 2
Slide 3: E-Biz. Interlocking Layers E-Biz Design " Value Proposition " Customer Segment " Customer Priorities " Organizational Capabilities " CRM " ERP " EAI " SCM " Scalability " Reliability " Hosting " Storage App " Security " e-Procurement " Financial Control " Business Intelligence " Selling Chain " Web Service " Database " Middleware " Servers " ASP E-Biz infrastructure E-Biz infostructure Thinking e-Business Design: More than Technology 3
Slide 4: The Race to crea te e-Biz Designs  “When the rate of c hange in the mar ketplace exc eeds the r ate of c hange in the or ganization, the end is in sight”  Choosing the right str ate gy ac cele rates marke t penetration and minimizes c ost  Ability to use state -of-the -art e-c ommerc e pr oc esses    Redefine value for their customers Build powerful e-business design that outperform the competitions Understand customer priorities and consistently raise customer expectations to new height  Today, the foc us of change initiative s has shifted to business r edesign Design: More than Technology Thinking e-Business 4
Slide 5: Step1. Self-Diagnosis  Before cr eating e-business design, first assess the impac t of r ecent trends  Has the recent wave of technological innovation created new ways of doing business? Is your company responding to changing customer expectations? Is your company willing to question and to change countless industry assumptions to take advantage of new opportunities? Is your company successful at lowering operating costs and flexible to change?     All your answers are yes : innovator, or mar ket leader  Most of your answer are yes : ear ly adapte r, or visionary Thinking e-Business Design: More than Technology 5
Slide 6: Step1. Self-Diagnosis  fe w of your answers a re ye s; silent majority  Pragmatists – – Want proof that the changes are long term Too many demands make the managers unable to change their business design to adapt to the new world  Old-guard conservatives – – A state of denial Risk-averse : avoid growth prospects that do not align with their distinctive core competencies  Die-hard skeptics – – – Destined to fade away : Like the 19c British Luddites Convinced that technological changing will never affect its firm Thinking e-Business Design: More than Technology 6
Slide 7: S tep2. Reverse the Value Cha in  As ne w technol ogies emer ge    Affect customer needs Influence Company’s business design Alters the way a company’s processes  Suc ce ssful c ompanies no longe r just a dd value; they inv ent it.  Must reverse the traditional value chain  Customer -centr ic business design  Places customer priorities and requirements first and know that these continuously change Thinking e-Business Design: More than Technology 7
Slide 8: S tep2. Reverse the Value Cha in Reversing the Value Chain  Tra d itio nal Biz. Design In-house Core Competencies Rigid Infrastructure/ Processes Products/ Services Channels Customers  e-Business Desig n Customer Needs Integrate Channels Products/ Services Flexible Infrastructure/ Processes Outsourced/ In-house Core Competencies Thinking e-Business Design: More than Technology 8
Slide 9: Step3. Choose a Focus  No visionar y c ompany shines in ever y dimension of biz. cost, quality, pric e, convenience , and easy of use.  They provide intrinsic , nar rowly focuses va lue that their customer s car e about.  Service excellence - delivering what customers want with hassle-free service and superior value  Operational excellence - delivering high-quality products quickly, error free, and for a reasonable price  Continuous-innovation excellence - delivering products and services that push performance boundaries and delight customers Thinking e-Business Design: More than Technology 9
Slide 10: Shifting expecta tions  Sh ifting Customer Service Expectations " Ease of Use " Reliability " Basic Functionality " Excellence Support " Quality Products " Service Orientation " Self-Service " One-to-one Marketing " Value  Sh ifting Operational Expectations " Low Cost " Functional Efficiency " Minimum Quality Threshold " Delivery " High Quality " Price " Customized Solutions " Outsourcing " End-to-end Process Effectiveness  Sh ifting Innovation Expectations " In-house Research " Steady Improvement " Risk Averse " Acquisitions of New Ideas " Changing the Rules of the Game " Embracing Risk " Culture of Innovation " Market Education " Constantly Delight the Customer Thinking e-Business Design: More than Technology 10
Slide 11: 1. Service Excellence  Re sponsive to and in tune with your c ustom ers’ desire  This strate gy r equires a c ommitm ent to CRM  The oper ating princ iple s of ser vice exce lle nc e     Prepare your company for the unforeseen Gather and maintain all sort of information Use customer contact management Develop a corporate philosophy about customer service Thinking e-Business Design: More than Technology 11
Slide 12: 2. Opera tional Excellence  Break down the pr oc ess bar rier s be twe en your or ganization and your vendor s, supplie rs  Pr oviding the lowest-cost goods and se rvic es possible while simultaneously minimizing pr oble ms for the c ustome r  Key pr inc iple s      Efficient leveraging of assets Management of efficient transactions Management of sales intelligence Dedication to measurement systems Management of customer expectations Thinking e-Business Design: More than Technology 12
Slide 13: 3. C ontinuous-innovation Excellence  Not only to providing the best-possible pr oducts and servic es but also to offer ing the custome r more exciting fe atur es and benefits  Continuous innovation r esults in product leadership  pr inciple s     Risk-oriented management style Growth by mergers and acquisitions A market-education style Encouraging innovation Thinking e-Business Design: More than Technology 13
Slide 14: Step4. Execute Flawlessly  Must be willing to c ut their losses and abandon important c urr ent projects that do not support the goals of e-business de sign  Re sourc es from nonc ritic al pr oje cts must be reallocated to suppor t the busine ss design effor t so cr itical to the sur vival of the c ompany  Must vigilantly prioritize ne w projec ts, based on their cong ruence with the newly e merging e-business design Thinking e-Business Design: More than Technology 14
Slide 15: Case S tudy1. American Express  TRS, Tr avel Related Ser vice   Amex 요금 카드 , Optima 카드 , Traveler’s Check Membership 보상제 실시 – Customer’s loyalty 유지  Corporate card – – 비즈니스 여행 서비스와 통합 여행 계획 , 예약 , 티켓 구매의 일련 과정을 서비스  1700 개 이상의 지사 – 해당 지역 음식 및 여행 관련 잡지 판매 Thinking e-Business Design: More than Technology 15
Slide 16: Case S tudy1. American Express  AEFA, Amex Fina ncial Advisors  개인 고객 및 법인 고객을 위한 재정 서비스 및 제품 제공 – 재무계획 , 보험 , 증권 판매 , 뮤추얼 펀드 , 합자회사 , 중개 서비스 , 신용 서비스 , 세금 서비스 등  각종 금융 관련 부분의 자문 제공  Americ an Expre ss Bank  미국 외에 거주하는 기업 , 고소득층을 위한 금융 서비스 제공의 자회 사 은행 업무 및 리스크 관리 제공 신용카드 업무   Thinking e-Business Design: More than Technology 16
Slide 17: Case S tudy1. American Express The Way It Was The New Way Travel Services Online Travel Services Credit Cards Membership Reward Integrated Financial Service Financial Planning Life Path Planning Banking Thinking e-Business Design: More than Technology Private Banking 17
Slide 18: Case S tudy1. American Express  Amex’s business de sign is c hanging  e-business model based on customer relationship management, or segmenting customer and tailoring offerings to create value  Evolution of Biz. design at Americ an Expr ess Traditional Design Key Trends • Product focused • Rigid, functionality-oriented Key Assumptions • Cost reduction as key to success • Task oriented E-Biz Design • Customer focused • Flexible, Integrated services application • CRM as key to success • Solution oriented Thinking e-Business Design: More than Technology 18
Slide 19: Case S tudy1. American Express  풍부한 Database  Amex's CustomExtras: 방대한 데이터베이스에서 정보를 추출하는 기 술의 전략적 사용 가치의 부가 => 고객 애호도 향상의 상당한 효과   CRS s, Customer Relationship State ments    적절한 시간에 적절한 서비스 제공 고객의 매출 패턴 분석 , 적합한 홍보 전개 할인 혜택 제공  Ser vice exc ellence 와 확고한 infr astr ucture   e-business 환경에 맞는 서비스 개발 인터넷과 웹사이트를 이용한 서비스 제공 Thinking e-Business Design: More than Technology 19
Slide 20: C ase Study2. Del l Com puter  BTO (Build-to-O rde r) 방식  주문을 받으면 조립해서 판매하는 방식 – 해외 각국의 주문을 받아들이기 위해 구역별 주문을 담당할 가까운 공장이 있고 각각의 공장은 공급업체 공장과 가까운 곳에 위치한다 중심적인 프로세싱만 담당 , 부품은 전문화된 업체에 Outsourcing –        고객이 원하는 모델을 , 원하는 부품으로 서비스 가능 완제품을 가지고 있지 않으므로 재고를 줄인다 물류 창고 및 대리점을 없앰으로써 불필요한 물류비용 제거 생산자와 고객을 직접 연결 ( 중간 판매상 제거 ) 공급 리드 타임 감소 고객의 요구사항 파악이 용이 , 만족도 증가 인터넷과 수신자부담의 전화 서비스 이용 Thinking e-Business Design: More than Technology 20
Slide 21: C ase Study2. Del l Com puter  Web-based business model  인터넷의 도입함으로써 직접 판매 방식의 이점을 더욱 향상 – – 고객이 비용을 절감 , 효율성 제공 , 고객 관계의 발전 맞춤형 인터넷 페이지   거래 및 지원 절차의 단순화 승인 시스템 구성 , 계약 가격 , 전문화된 관리 보고 , 각종 기술 데이 터에 신속한 접속  Premier page 서비스 – – – Customized procurement pages B2B 판매액 증가위한 노력 XML 같은 공개 표준 기술을 활용 Thinking e-Business Design: More than Technology 21
Slide 22: Case S tudy3. Cisc o Syste ms  M&A 성공 전략   인터넷 발전 속도에 따른 신기술 회사 합병 ( 아이디어 , 기술 ) 기업 인수 – – – – – 문화적 충돌의 가능성 배제 : 공통 비전 , 유사 문화를 보유한 기업 주주에게 빨리 이익을 줄 수 있는 가능성의 기업 모든 관련자에게 전략적 승리를 제공하는 기업 유리한 지리 조건의 기업 꼭 필요한 기업이라면 비용 생각하지 않고 인수 (93 년 이래 총 346 억 달러 를 지불 , 70 개사 인수 )  인수 합병 후 – – – 기술자를 유지 해당 CEO 동의 없이는 해고하지 않는 인본 경영 인수전략은 혁신적인 기업 구조를 창조하며 자유롭게 움직이는 위성이나 기 업 유닛들로 둘러싸인 강력한 센터의 특징을 가진다 . Thinking e-Business Design: More than Technology 22
Slide 23: Case S tudy3. Cisc o Syste ms  Exte nded Enterprise Model   핵심 역량 : 혁신적인 네트워킹 솔루션의 설계와 판매 아웃소싱 : 다른 능력들은 공급 업체와 파트너 관계 형성  CCO , Cisc o C on nec tion O nline   주문의 73% 이상이 이루어짐 셀프 서비스 기술 지원 – – 시스코 내부 운영 시스템과 데이터베이스에 연결 가능 제품과 기술 정보 , 기술 지원 엔지니어들의 도움 , 소프트웨어 다운로드 , 주문 추적 , 기타 전자상거래 등이 가능 재주문이 15% 에서 2% 로 감소 리드 타임이 3 일에서 2 일로 감소  주문 프로세싱 , 선적 , 전개에 있어 속도와 정확성 증가 – –  소프트웨어 업그레이드 분배 비용의 최소화 Thinking e-Business Design: More than Technology 23
Slide 24: L essons from e-Biz Design  O bje ctive : not to c atc h up with the c ompe tition, but to outpe rform it by quantum leaps  Manageme nt of te chnology prov ides I mpor tant lessons       Be customer focused Value creation is a continuous process Transform business process into digital form Decentralize management but centralize coordination Create an e-business application architecture Integrate, but plan for continuous growth and change Thinking e-Business Design: More than Technology 24
Slide 25: Memo to the CEO  Cr ea ting an e-business design is only the fir st step. The most diffic ult pa rt is next  the execution of your e-business design  The c hallenge facing toda y’ s companies  The creation and execution of an effective e-business design  Foc us it’s time and c ompany’s r esourc es  Differentiate or specialize it  Execute it fla wlessly! Thinking e-Business Design: More than Technology 25