electronic commerce lecture 3 recap: technology and business pressures amazon vs nobles & barnes...
TRANSCRIPT
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Electronic Commerce
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Lecture 3 Recap: Technology and Business
Pressures Amazon vs Nobles & Barnes Largest e-bookstore in the world vs
largest retail bookstore chain What is Electronic Commerce? Projects and all
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Traditional Businesses Intel/Motorola/Sun/IBM
Ftp, http, smtp, mime, Java, CGI, HTML, Javascript, …
Internet
ee-Consumers
Consumers
Internet
ee-Store
Consumers
…
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E-Business Design Not like introduction of a new product or a
new service; infrastructure is already there Many challenges
One new e-door: from nothing to something Two doors: One existing (tradtional) door + one
new e-door Do these two doors lead to the same room (ideal),
different rooms (tight interface), or the existing traditional business room (create chaos)
One Big e-door: with the existing door goes to the background and slowly migrate into the e-business side (www.egghead.com)
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A Business Week Articlewww.businessweek.com/1999/99_40/b3649007.htm on 1-Dec-99
Gearing up to serve this newly empowered customer turns the classic business model on its head
On the Net, speed trumps mass almost every time Amazon.com vs Barnes & Noble
Posting an annual sales rate of $1.2 billion = 235 B&N superstores
Spent $56 million on fixed assets such as computers and warehouses = $472 million on its 1,999 or so stores
$21.2 billion market capitalization = $1.8 billion of B&N Cisco Systems Inc. handles 78% of all its orders
over the Net and never even touches half, or $4 billion, of them
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Historic ViewBefore the Railroad Travel between New York and
Boston in four days Transportation depends on
weather and location of waterways
Dispersed work force (92% of population in 1830 is rural)
8,000 U.S. time zones Vacation (if at all) near home Transport a ton of goods for
5-15 cents per mile (wagon or steamboat in 1825)
After the Railroad Travel between New York
and Boston in less than one day
Transportation depends on the ability to lay rails
Concentrated work force (50% population in urban)
4 U.S. Time Zone Vacation away from home Transport a ton of goods for
1 cent per mile (by rail in 1884)
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What About NowWith Internet/EC No need to travel between
any two cities; view them Transportation depends on
traffic and your line speed Dispersed work force
(telecommuter) One Time Zone (mine) Vacation in home or never
take one Transport a ton of goods
for much more than one cents because of inflation and other factors
After the Railroad Travel between New Yock
and Boston in less than one day
Transportation depends on the ability to lay rails
Concentrated work force (50% population in urban)
4 U.S. Time Zone Vacation away from home Transport a ton of goods for
1 cent per mile (by rail in 1884)
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Your Reading Assignments Chapter 1: From E-Commerce to E-
Business Value stream
Chapter 2: E-Business Trend Spotting Transaction time to processing time
Chapter 1: Introduction Value chain
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Chapter 2(Kalakota & Robinson, 1999)
Major Trends (Table 2.1) Consumer trends
Speed of service Self-service Integrated solutions, not piecemeal products
Service/Process trends Convergence of sales and service:
Customization and integration Ease of use: Make service consistent and
reliable Flexible fulfillment and convenient service
delivery: Streamline your supply chain
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Chapter 2(Kalakota & Robinson, 1999)
Major Trends (Table 2.1) Organizational trends
Contract manufacturing: Becoming brand intensive, not capital intensive
Retain the core, outsource the rest: Business process outsourcing
Increasing process transparency and visibility
Continuous Innovation and employee retention
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Enterprise technology trends Enterprise applications: Connect the
corporation Infrastructure convergence: Increasing
melding of voice, data, and video Multichannel integration: Computer
telephony integration and voice recognition Wireless applications enter the mainstream Leveraging legacy investments: The rise of
middleware for application integration
Chapter 2(Kalakota & Robinson, 1999)
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“The Fortune 500 Web” (11/98)
Lack of appropriate software Web page design will not be sufficient Search engines 6/98: 400 of the 500 Fortune companies (
www.fortune.com: GM, Ford, Wal-Mart, Exxon, GE, IBM, Citigroup, Philip Morris, Boeing, AT&T, Bank of America, Mobil,…)
‘Content negotiation’, multilingual pages/docs, universal accessibility
Conclusion?
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“Web Home Pages as Advertisements” (8/99)
“Beliefs about Web sites” “Beliefs about traditional advertisements” INFORM (make aware/create beliefs) to
PERSUADE (generate positive attitudes and behaviors)
“Rating home pages as a person: tender, factual, heart warming, sensitive, gentle, rational, emotional, and logical”
“When people view a [home page], they are making a judgment, however intuitive and unconscious the process may be. This judgment concerns the sorts of experiences they would have, the ease of locomoting, of moving, of exploring – in a word, of functioning – in the environment they are viewing.”
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What is EC - ‘97 do more with less - do more with e Internet-based commerce/Internet
commerce e-business e-enterprise Internet enterprise Business use of the Internet
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Electronic Commerce? What?
www.webmd.com www.irs.govwww.trade.gov.hk
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New Channels - good? marketing and distribution channel
for everyone marketing globally is by default “each person has the global
distribution channel at his/her disposal while only the global companies were able to do so in the past”
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Channels - bad? no longer there is a way to find out if
the company is an existing giant or just a small startup
competitors spring up unexpectedly and unknownly around you
perfect competition may become a reality because of the low cost distribution channel and information availability
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Electronic Commerce(Source R.3.)
EC is the “delivery of information, products/services, or payments via telephone lines, computer networks, or any other means.” : Completion of transactions between two parties facilitated by electronic data communications and networks
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Electronic Commerce(Source R.3.)
EC is the “application of technology toward the automation of business transactions and workflows.”: Business transactions from start to end are facilitated by information technology and carried out quite differently as compare to the traditional way of doing buisness.
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Electronic Commerce(Source R.3.)
EC is a “tool that addresses the desire of firms, consumers, and management to cut service costs while improving the quality of goods and increasing the speed of service delivery.”
EC “provides the capability of buying and selling products and information on the Internet and other online services.”
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Supply Follows Demand leads to different categories of e-
commerce (Internet Enterprise) : government and non-profit enterprises
more will come: why? “The connections are always what the people want, but deprived of us due to inhibiting transaction cost. Now that the new information technology has lowered the threshold and put them within our reach, they will happen.”
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Electronic Commerce Were there anything like it before and
now? Distance Learning/Virtual University
university for advanced learning? Not only pedagogical; social interaction; responsibility; making friends (networking); growing up; maturing;
distance learning provides advanced learning only??
e-Generation
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Electronic Commerce Do we want it? Could we avoid it? Could we sit on the sideline and
watch it go by? If the answer is ‘no,’ then it is time for most of us to play catchup games. If the answer is ‘yes,’ then it is history; been there done that.
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Do We Know EC? New field, yet it seems that we have been
there before No supporting data, yet we (or just I) think it
will stay Overload? Product promotion is immediate
(right in your face) New Markets? Reaching more (global and
diverse) customers (new channel of distribution)
Effective? Delivery of information is substantially cheaper
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As Consumers… No store hours to remember No ‘directions’ to remember but
only the URL (Brand name loyalty?) More choices (brands, stores,
promotions, warranties, etc.) Better services (quick delivery?) Quick access to product information
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As Conumers…new opportunities
Virtual auctions/entrepreneurs Virtual “consumer reports” Virtual “encyclopedia”/library Virtual job market Virtual consultants (build a house,
gardening, recipes…) Virtual tours
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Reduce Transaction CostsTo send a fax for example, requires
making up the fax by hand or using word processing software, making a copy, take it to a shop where fax service is provided, pay for the service and receive the invoice for it; not to mention that one has to travel to the shop, by personal vehicle or using public transportation
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Reduce Transaction CostsTo send a fax for example, requires typing
in the content of the fax using a laptop, send out the content to a fax processing site using wireless connection service (iMac) and you receive an acknowledgement to your electronic mailbox. Task is done. No transportation costs; of course one has to assume that equipement costs are equivalent
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View of a person
Each organization has its own (integrated) customer information, but the customer’s own information that different organizations own deserves integration, too. The latter is a view for a whole person rather than the traditional view of a customer.
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As Consumers…Great. Expands one’s memory
distributedlydistributedly, intelligence artificially, and view globallyglobally augmented by ubiquitous/ingeneous interfaces that allow mobility mobility across the globe
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As Consumers…Think Again?
Scatters data and knowledge - in all kinds of organizations and in all kinds of format : freely captured and unknowingly ‘shared’ among benefiting organization
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As Consumers…Extended
Connects a person to other persons and other organizations one number for all occasions: “ok, we
will give you a new account number.” We did not have that luxury before of having ‘free’ personal access to organizations
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As Businesses… Either you go into e-commerce or
you stay out of e-community Marketplace (Do you know your
market?) Entrepreneurs fast forward:
minimum capital outlay, technology savvy
Finding the right supplier at reduced costs
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As Businesses… The costs of information (for front and
back office operations) go down: “creating, processing, distributing, storing, retrieving paper-based information”
Cost of a cheque = 95 cents vs 2 cents for electronic payment
Inventory costs go down No more physical limitation (of how
much you can display)
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As Businesses… Improve competitiveness… Shorten the period from product
development to market (time to market)
BPR strikes heads on Marketing Environmentally friendly – reduce
papers…
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Business Pressures(Turban, et.al., Table 1.2)
Market and Economic Pressures Strong competition Global economy Regional trade agreements (e.g., NAFTA) Extremely low labor cost in some
countries Frequent and significant changes in
markets Increased power of consumers
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Business Pressures(Turban, et.al., Table 1.2)
Societal & Environmental Pressures Changing nature of workforce Government deregulations Shrinking government subsidies Increased importance of ethical and legal
issues Increased social responsibility of
organizations Rapid political changes
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Business Pressures(Turban, et.al., Table 1.2)
Technological Pressures Rapid technological obsolescence Increased innovations and new
technologies Information Overload Rapid decline in technology cost
versus performance ratio
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As Government… Encourages EC with the view that it
benefits the society Telecommuting Reduce average time to complete tasks Less travelled public roadways Basement price, more people can afford it
(if they could access it!!!) Open the market to others that may not be
able to reach Delivery of social and public services
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Quotes “Today more and more people in the private sector are
making what amounts to billions of dollars in decisions about e-commerce, and they are doing it without a reliable base of information.” Commerce Secretary William M. Daley, 25 May in Washington, D.C. (source: IEEE Spectrum, July 1999)
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Impact Reduce cycle time – delivery of
products (especially digital products and services)
Corporate image can be established in a relatively short period
Provide quicker and deeper customer services
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Impact Customerization of products and
services to the extreme Direct (1-to-1), customized
advertisement is possible Ordering systems can be used
effectively in reducing errors and expediting the delivery
Marketplace to marketspace
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Impact Transforming Organizations Redefining Organizations Impacts on Manufacturing Impacts on Finance and
Accounting Human resource management,
training and education
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Impact: Marketing
Direct marketing sales (mail order and telemarketing: TV show) in the US in 1998 was estimated at $75 billion; B2C sales were $2 billion
Internet marketing?www.tide.comwww.doubleclick.net
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Memory Excessive reliance on computer-
based retrieval system Loss of personal memory :
inevitably diminishes the ability to reason and make judgements?? Would it happen?
Social memory versus personal memory
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ee-Business Rules? Technology is no longer an after thought in
forming business strategy, but the actual cause and driver: Technology was never a driving force in the formulation of strategy
The ability to streamline the structure, influence, and control of the flow of information is dramatically more powerful and cost-effective than moving and manufacturing physical products
Inability to overthrow the dominant, outdated business design often leads to business failure
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ee-Business Rules? The goal of new business designs is to
create flexible outsourcing alliances between companies that not only off-load costs, but also make customers ecstatic
e-Commerce is enabling companies to listen to their customers and become either "the cheapest," "the most familiar," or "the best."
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ee-Business Rules Don't use technology just to create the product.
Use the technology to innovate, entertain, and enhance the entire experience surrounding the product, from selection and ordering to receiving and service
The business design of the future increasingly uses reconfigurable e-business community models to best meet customers' needs
The tough task for management is to align business strategies, processes, and applications fast, right, and all at once. Strong leadership is imperative.
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Two Views of Where EC is Going
acquisition of information vs conduct of actual business transactions
connection of persons vs connection of organizations
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Two Classes b2c e-commerce or retailing in the Internet
company retailing sites, such as B&N, Gateway, Wellcome
domain portal sites, such as WebMD, Expedia, Amazon.com (not sure…)
general portal sites, such as Yahoo! Business contacts/buyers-sellers/market place,
such as Go.com, JobDB.com, www.hkjobs.com newspapers
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Will it work b2c ec one in five persons have made some
purchases over the net 50% used e-tickets 60% of Charles Schwab trading via Web distance learning US$8 billion 1998 to estimated US$20
billions in 1999 Internet retailing revenue: implications?? No more traditional shopping malls?
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Analysis of B2C EC threshold of users implies success transaction costs reduced? Supply and demand presentation WOULD YOU USE IT?
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B2B EC actual business transactions and
connection of organizations types: selling/buying between business -
company sites target other business partners
types: portal sites but for businesses; cybercash, security system integration,…
B2BEC - US$43 billion in 1998; expect to hit US$1.3 trillion by the end of 2003
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Other ‘possibilities’ of EC Industrial E-Commerce: logistic centers,
a case in point; third-party or company-owned? Governmental agencies involvement?
Person-centered e-commerce: improves one’s own life and better quality of life overall?
Empowered an individual? Networking...