e-business
a new way of doing
business
The Internet is
both a technology,
and a new way
of doing business.
e-business...
Internet Computing Architecture
v 1.0
Conceptual Technical Architecture
Physical Architecture
eCommerce
Application Tier
Client Tier
Data and
BackOffice Tier
Partners
Integration Tier
Internet Hosting Provider
Data Center
Business and Individual Buyers
Web Browser Access
Hosting Provider Professionally
Managed IS&T Operations
Physically Colocated
Shopping
Firewall
Firewall
EDI, File
Transfer, etc
VAN
Merchant Server
Content
HTTP and
HTTPS
www.store1.com
thru
www.storeN.com
Intelligent
Internet Load
Balancing
Ethernet/FDDI - 100 Mbit
Internet
TCP/IP
HTTP Listeners/Web Server
(e.g.Netscape)
Net8
Tunneling
eCommerce Database and
BackOffce / ERP
Server[s]
Web Server and
eCommerce Application
Server Components
Customer, Orders
& Payment
Content
Management
TCP/IP
Catalog & Inventory
Reporting
Intranet
Application Server[s]
and
Payment Gateway
Data Mart &
Reporting
Merchant Server
Elgrande
FrontOffice
Elgrande Staff
and
Store Partners/Merchants
Java Applets and Web Browsers
Storefront / FrontOffice
Internet
ERP System
Transaction Data
Payment Data
Store
Management
Web EDI,
XML, HTTP
Elgrande
BackOffice
Merchant Server
Partner
Fulfillment
Acquiring
Bank
Financial Network
Card Issuer
Bank
Financial
Processor
Distribution Channel
Agenda
Today’s e-business is tomorrow’s
business . . .
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What is e-business?
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Why e-business?
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Case study
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Oracle’s e-business solution framework
It’s not just a way to speed up
transactions. The Internet is the
foundation for a new industrial order.
Gary Hamel and Jeff Sampler,
‘The E-Corporation’, ‘Fortune’ ,
December 7, 1998
What is e-business?
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The way companies do their business using internet
technology.
Two components of e-business - run themselves more
efficiently using the Internet and exploit business
opportunities created by the virtual business
environment.
e-business involves using the Internet to:
·
Attract, retain, and satisfy customers
·
Streamline your supply chain, manufacturing, and procurement
systems
·
Automate your corporate business processes to reduce cost and
improve efficiencies through self-service
·
Capture and share business intelligence about your customers
and your company’s operations to make better business
decisions
e-business and drivers
시장 확대
(Expand Markets)
Business Drivers
고객 유지
효율성 개선
(Retain Customers)
(Improve Efficiencies)
Source: Regis McKenna/MRG
e-business is a new way of doing
business
From
To
Administration
Self-Service
Internal Focus
Relationship
Management
Transactions
Business
Intelligence
Local, Regional
Global
e-business enhances business relationships
and promote collaborations
Customers
Intermediaries
Investors
Employees
Mission
Vision
Values
Goals
Objectives
KPIs
Community
Government
Processes
Organization
Systems
Enterprise
Trading
Partners
Suppliers
Community
Shareholders
e-business means thinking
differently about business
Rethink
traditional
assumptions
h New competitors
h Differentiation
h Barriers to entry
h Economies of scale
h Core competencies
Mission
Vision
Values
Goals
Objectives
KPIs
h Business partnerships
Processes
Organization
Systems
Enterprise
h Role of Information Technology
Design from the
outside in
e-business integrates business processes and
technologies across the value chain
Customer
Relationship Management
Channel
Integration
Mission
Vision
Values
Goals
Objectives
KPIs
Strategic
Enterprise Management
Processes
Organization
Systems
Enterprise
Supply Chain
Integration
Supply Chain
Management
Business
Unit
Integration
e-business Maturity Model:
A Customer Adoption Scale
e-business Readiness: Progression of Solutions
Broadcast
Interact
Transact
Integrate
Stage 1
Stage 2
Stage 3
Stage 4
Provide online
access to
product/service
content
Provide basis
self service
capabilities and
register for
identification
Provide full
service on-line
commerce with
back-end
functionality
Provide
Collaborative
Content via
Extranet for
private, direct
transactions
Agenda
Today’s e-business is tomorrow’s
business . . .
l
What is e-business?
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Why e-business?
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Oracle’s e-business solution framework
l
Case study
Why e-business?
Overall economy
Internet economy
Quicker Response and Better
Anticipation
Empowerment
•Authority
•정보, Intelligence
정보
Market
Intelligence
Corporate
center
정보
지식
Better Anticipation
Expand Markets
Average Increase in revenue
after 12 months.
52%
Source: Jupiter Communications Co. Survey of 25 Companies.
Expand Markets
Interactive
website
Online
storefront
Unified
sales
e-business Solutions
Integrated
mktg. / sales / svc.
Retain Customers
Average Increase in new customers
after 12 months of operation.
47%
Source: Jupiter Communications Co. Survey of 25 Companies.
Retain Customers
On-line
self-service
Unified customer
service
Customer analysis
1 to 1 marketing
360o view
Customer
e-business Solutions
Operational Efficiencies
5% reduction in Purchasing Costs
results in a 30% in the bottom line
30%
Increase Efficiencies
Internal
Purchasing
Self Service
Supply
side
Demand
side
End-to-End
Suppliers
Enterprise
Customers
e-business Solutions
Agenda
Today’s e-business is tomorrow’s
business . . .
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What is e-business?
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Why e-business?
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Case study
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Oracle’s e-business solution framework
Who are the performers ?
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Dell Computer
9,402%
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Cisco System
2,356%
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Sun Microsystems
2,304%
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Qualcomm
1,646%
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EMC Corporation
1,634%
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Microsoft
1,233%
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Tellabs
1,036%
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Solectron
926%
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Intel
900%
Source: Data from Bloomberg Financial Markets published
in <Business Week>,September 13,1999.
e-business
Expand
Markets
98년 한해동안 66% 매출액 증가
등록 회원 수 32% 증가
20% 웹사이트 인지도 증가
Improve
Efficiencies
단일 User당 $2,047매출 기록
Retain
Customers
광고주의 96% 확보 유지
e-business
Expand
Markets
Improve
Efficiencies
Retain
Customers
년 225% 매출액 성장
1998한해동안 68만 6천명 신규고객 확보
인터넷을 통해100%매출액 기록
매일 30만8천명의 방문자 기록
한달에 평균 7천5백만 페이지 서비스
기존 고객에 의해 55%영업 매출액 기록
매일 신규 4만명 정도 추천에 의한 판매기록
e-business
Expand
Markets
Improve
Efficiencies
Retain
Customers
1개월에 95만 명의 신규 방문자 발생
상거래 사이트 중 7번쨰 빠른 성장율 기록
경매를 통한 구매자 35% 증가
모든 장벽 및 시장별 상점 제거
재고 비용 86% 줄임
매출액 94% 성장
세계에서 4번째로 유명한 웹 사이트
한달에 평균 7백만 명 방문
e-business
Expand
Markets
Improve
Efficiencies
Retain
Customers
이용고객도 150만명에 이르며
전세계 160여개국을 상대로 영업
아마존의 경우 종업원 1인당 매출액이
30만 달러 인데 반해 기존업체의 경우
약 10만달러에 지나지 않음 (생산효율성 측면)
사업 개시 2년만인 97년 매출이 1억 4천만달러를
넘고 있으며, 98년에는 약 6억 달러의 매출을 달성
다양한 컨텐츠를 구성, 고객 유인책을
마련하여 집객력을 높이는 한편,고객
로열티의 향상을 통해 재구매율을 높이고 있음
e-business
Expand
Markets
Improve
Efficiencies
Retain
Customers
PART라는 홈페이지 개설 후 1년 만에
전세계의 고객들과 약 50만 건의 거래를
수행
온라인 정비 지원을 통해 항공사들이 얻는 이익
생산성향상
1.5 백만 달러
소유비용
0.4 백만 달러
출발 지연 감소
0.3 백만 달러
매출신장
3.0 백만 달러
자료실 유지비용 감축
0.03 백만 달러
도입 첫해에 얻은 이익
약5
백만 달러
PART 홈페이지를 이용하면 주문 처리
상황에 대한 정보도 쉽게 얻을 수 있기 때문에
고객들이 보잉사에서 부품을 구매하도록 유인
e-business
Expand
Markets
북미지역에 한정해 실시한 인터넷 판매를
97년 3월 일본 시장에까지 확대한 데 이어
최근에는 영국에도 진출할 계획을 발표
하는 등 그 사업 영역을 세계로 확대하고 있음
Improve
Efficiencies
부품은 JIT방식을 취함으로써 부품
재고가 거의 없이 고객이 4일 이내에
주문한 제품을 인도 받도록 하고 있음
Retain
Customers
고객들의 기술적 문의 및 A/S 업무를
인터넷을 통해 고객 로얄티를 향상
시킴으로써 새로운 판매기회를 확보함
e-business
Expand
Markets
Internet 상거래를 통해 Enterprise시장
중심에서 small -to-medium business 까지
시장을 확대 전체 매출의 73%가 Cisco의
e-commerce site에서 직접적으로 이루어짐
Improve
Efficiencies
직원수의 증가 없이 매출 500%성장 기록
비즈니스 리드 타임이 평균 3주에서 3일로 단축됨
Retain
Customers
모든 고객 지원의 79%, S/W upgrade
82% 가 인터넷을 통해 이루어짐
Cisco Multi-site Architecture
Customer Order
Global Services
Financials and
Order Management
ATP
Request,
Reply
GL
AP
Global Data
Registries
Order Management
Inter-BU
Transactions
GL
Global ATP
AR
OE
PO
Global Extract
System
INV
Order Status
Mfg Order
Mfg Order
Order Status
Manufacturing
PO
Mfg
INV
Financials and
Global
Reporting
Systems
Manufacturing
PO
Mfg
INV
AP
AR
OE
Items,
BOMs,
Config Rules,
Customers,
more
PO
INV
Manufacturing
PO
Mfg
INV
Cisco’s Message Brokering
Approach
Global ATP
Server
US Order
Entry
EMEA
Order
Entry
CCO Data
Server
Message
Broker
(EIF)
Down Stream
Reporting
Systems
Worldwide
Mfg
Enterprise Reporting
System
Other
Systems
Summary Financial Impact
Financial Contribution
Customer Care
• Headcount Avoidance
• Software Distribution
• Document Publishing
$75,000,000
$250,000,000
$40,000,000
Internet Commerce
• Headcount Avoidance
$12,000,000
Supply Chain Management
• Reduced Operating Cost
• Increased Contribution
75,000,000
100,000,000
Employee Services
• Online Hiring
• Productivity Increase
Total
$8,000,000
$4,000,000
$550,000,000 +
Agenda
Today’s e-business is tomorrow’s
business . . .
l
What is e-business?
l
Why e-business?
l
Case study
l
Oracle’s e-business solution framework
Oracle e-business Solution
Framework
Strategic Business Intelligence
Business Intelligence
Operational Business Intelligence
Operation Management (Finance, HR)
Sales
Customer
Marketing
Relationship
Service
Management
Call Center
Supply Chain
Planning
Supply
Chain
Management
Supply
Chain
Execution
i-platform
Knowledge Management
iBS
ERP as a Tool of BPR
Organizations can be viewed as a group of processes.
FINANCE
HUMAN RESOURCES
PRODUCT
FULFILLMENT
Source
Make
CUSTOMER
VALUE
Market
Distribute
MANAGEMENT
Service
& Sell
INFORMATION TECHNOLOGY
Well designed
processes enables
seamless flow of
resources
Information
Finance
Material
Technology
Process Obstacles
n People
n Technology
n Culture
n Policies & Regulations
Organization
Culture
Wall of Changes
Process Enablers
n People
n Technology
n Culture
n Policies & Regulations
Strategic IntelligenceManaging for Value
Strategic Enterprise
Management
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Links Strategies to
Operational Execution
Drive Profitability
Focus on Value
Creation
SEM Management Processes
Strategic Planning and Implementation
•
•
•
•
Balanced Scorecard
Shareholder Value Assessment
Capital Markets Assessment
Enterprise Performance Indicators
Integrated Budgeting and Forecasting
SEM
• Activity Based Budgeting
• Forecasting/Planning
Organizational Effectiveness
and Measurement
• Activity Based Costing
• Target Costing
• Product/Customer Profitability
Compensation
• Pay for Performance
• Bonus Banking
• Economic Value Added
Balanced Scorecard
Dashboard
Cascading
Scorecards
KPI’s Reflect
Strategy
Cause and Effect
Relationship
Balanced Scorecard
Drilldown
Strategic Objective
Multiple Dimensions
KPI Criticality
Organizational
Understanding
Cause Indicators:
Effect Indicators:
ABC Mapping the GL to
Activities
General Ledger
Activities
Resource
Drivers
Activity Based Costing
Activity Rates
Activities
Drivers
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Intuitive View of the Business
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Understanding Product Profitability
‘True’ Product Cost
Cost Allocation
Understanding
Profitability
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Elemental Analysis
Cost Objects and
their Drivers
Integration of Strategic
Processes
목표설정
활동원가 목표
EVA 목표
목표 EVA, CFROI
VBM
ABM
계획 및 예측
보상
생산활동 단위당
활동원가
주주가치계산
활동기준 제품원가 ,
공정별 원가 비교를 통한 모니터링
평가 및 모니터링
Customer Relationship
Management Revolution
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Internet is changing the way you
do business
–
Attracting customers
–
Selling to customers
–
Servicing customers
Companies must rethink how
they conduct their businesses
Evolution
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New technology redefines your
customer relationships
–
One to One interactions
–
Mass customization
–
High-touch service and customer
knowledge
–
Learning relationships
Customers expect and demand
more
Defining A New Relationship
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Maximize customer value
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Make it easy to do business
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Grow the relationships (Learning
customers)
Customer knowledge is your competitive advantage
Customer Relationship
Management
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Drive Topline Growth
–
Increase market penetration
–
Expand market focus to profitable
areas
Create Profitable Customer
Relationships
–
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Upsell, cross-sell
Maximize Customer Retention
Disconnected Information
Gives Only Partial View of
Customer
Sales force
information
Customer
service
Manufacturing/
inventory
Market
information
Who is my customer?
Order-entry
Marketing
database
Integrate to Deliver the
Customer Centric Enterprise
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Win more customers
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Keep best customers
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Grow the opportunity
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Open new markets
Get a complete view of your customer
Integrated CRM
Applications
iBS - Internet Business Strategy
by i-discovery
Executive
Workshop
Solution
Value
Assessment
Understanding
Internet Opportunity
and Value
Architecture
Planning
Develop Internet
Architecture and
Solution Direction
“What we
“We know
should do?” what we want
or
to do, but we
“Our e-business
need to
initiatives have justify it”
not delivered
value”
e-business Vision
Rapid
Prototyping
Implement Initial
Internet Enabled
Capability
“We know
what we want
to do, but
need help
designing the
business”
“How do we
get started?”
or
“We need to
move fast”
Solution
Implementation
Services
Implement/Evolve End
to End Internet
Solutions
“We have
e-business
today, but have
outgrown our
infrastructure”
e-business Implementation
Integrated Knowledge
Management Architecture
Internet
Corporate Message Backbone (Intranet)
Message
DB
Browser
(any client)
Integrated Meta Data
Corporate Info/knowledge catalog
Meta D.
Data Mart
ERP
Meta D.
EDW
Meta D.
E.A.I.
Meta data
Other cost
center
system
Meta D.
Document
DB
Meta data
Legacy
Outside
source
data
Browser
(any client)
Integrated Knowledge
Management
An On-line Catalog that provides access to information in easy-to-understand
business terms
I would like to see
all customer
profile information
Metadata
n
n
Information Catalog
n
n
n
n
n
n
n
Business
Information
Directory
Finance
What Data Exists?
Where is it Located?
How is it Derived?
What Format is it in?
Who is Responsible for it?
When was the Data Last Updated?
What Tools can I use to Retrieve it?
Does the Report I Need Already Exist?
How Do I Initiate A Query?
HR
Marketing
Customer
Billing
Products
Corporate Information Capital, i.e. the Knowledge Asset
E-business is not an option,
it is new industry order.
enable your
e-business