企業應用電子商務的趨勢 張耀仁 chief scientist ,蕃薯藤數位科技...
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企業應用電子商務的趨勢
張耀仁Chief Scientist,蕃薯藤數位科技 chang212@
staff.yam.com
http://yam.com
簡歷•張耀仁• Chief Scientist,蕃薯藤數位科技(2000/1-)
• IBM亞太區電子商務資深顧問(1997-2000/1)•中原大學電子系所專任副教授 (1995-2000/1)•電子商務著作
–電子商務系統,高立出版,1998/11 初版,2000/3, 二版二刷
Make it Service Company instead of Marketing Company
• Customer Retention & Customer Acquisition– focus on long-term customer relation rather
than marketing (wallet share vs. market share)– deliver service based on customer value– beauty of subscription
At YAM, acquiring a major Information Service customer At YAM, acquiring a major Information Service customer
takes 3 to 9 months.takes 3 to 9 months.
Know what Internet can do best for you
• B2C (On-line retailing)– Back to College
• CRM (Customer Retention)– Cost Real Money
Click and Mortarenhance the business with Internet tech
• Bank, Insurance Company (Subscription Type Service)– Consolidate billing, transaction record– Targetted Promotion
• Book Store, Travel Agency, Stock Trading (Information Centric Service)– Information Service, Membership, Incentive
Program
Click and Mortar (Cont.)
• Chain Store, Retailor (Logistics Type Service)– QR/ECR, SCM
• Manufacturing, OEM– Virtual Factory
B-to-C Survival Games• Financial, Travel Agency/Ticketing, Book
Distribution– Presale can be virtualized.
• 3C Retailing, Grocery Retailing, Furniture Retailing– Physical inspection is unlikely to be skipped. – Complicated logistics
• Job Banks– How significant Computerized Match is?– Internet HR Pure Play vs. Managed HR service
e 化 Traveler Service
ParisOct 20, 2000Cloudy, 3 C YAM Travel
Back A Back B
CT #002 3:30 pmTPE->SFO* delayed 5 hoursa: DT #007 2:50 pmb: ET #005 3:55 pmbook a book b
蘇先生您好,夏威夷八日輕鬆玩,會員特惠25,000 ,只出一團喔!Detail
Universal Messaging
Portabilit
y
Asychronous
Fax
GSM
eFax
Fax-@
Phone
SMS
gateway
Voice Portal
wap
Wap portalBrowser
PDA
Http://ec.cycu.edu.twHttp://ec.cycu.edu.tw
Content, Community, Communication, Commerce
Virtual Virtual CommunityCommunity
ContentContent ProviderProvider
OperatorOperatorMobileMobileServiceService
GatewayGateway
CommerceCommerceSiteSite
InternetTelecom
Web
Deployment of M-Commerce
The Vision is “Pervasive Web”
蕃薯藤大陸 3C 通路佈局(賽博數碼廣場)
FlagshipFlagshipFranchiseFranchise
ITGO (eMarketing)ITGO (eMarketing)SCMSCM
Geography coverage, Speed, Right TargettingGeography coverage, Speed, Right Targetting
Membership, Stickiness, Repeat Buy, Cross-sellingMembership, Stickiness, Repeat Buy, Cross-selling
Cost-Efficient, Control, SpeedCost-Efficient, Control, Speed
ClickClick andand MortarMortar
11
22
33
ee 化主動行銷化主動行銷
To e- or Not to e-• Taiwan is increasingly becoming a player global
supply chain
• Becoming an e-business may not be an advantage but a minimum requirement in some cases
• Streaming Business Flows and Cost Reduction– Manufacturing- PDM, ERP– Retailing- SCM– High Tech- Knowledge Management, ERP
the Informed Buying Cycle智慧型消費者的時代來臨
TV, Newspaper,TV, Newspaper, MagazineMagazineBook, PRBook, PR
(but, content itself(but, content itself is the best marketing tool)is the best marketing tool)
Consumers Need Trust Trust to Get Closer
ImagingImaging
Web Publishing,Web Publishing, email,email,
A/V ServerA/V Server
Need InfoInfo to Make Decision
ConsiderationConsideration
E-Payment (w/ SCM)Fund Transfer,
COD
Need Mechanism Mechanism to Buy Actually
PurchasePurchase
1 2 3
StrategiesStrategies
Tactics
Rationale
Impacts of Internet/Intraneton Corporate Strategy
一般性 專業性
廣 窄
資源性質
事業範圍
移轉 共享協調整合
財務導向 營運導向管控
Src: HBRSrc: HBR
Internet 時代的經濟規模• 網路降低通訊成本,有利於分散與跨國
企業。• 網路與電腦化,有利於較大規模經營者。
Taiwan’s SME
• >1,000,000
Own IT, Hire service teamOwn IT, Hire service team
IT not requiredIT not required
IT required, cannot affordIT required, cannot afford
裕隆,台積電
日盛,台塑
家庭式鐵工廠,鄉下建材行
YAM Confidential
“Knowledge Portal”
Company PortalCompany Portal
Personal PortalPersonal Portal
Industry PortalIndustry Portal
Internet PortalInternet Portal
Custom
ers S
erved
IT Complexity
Thin Client ASP Own IT
YAM Confidential
Enterprise Information Portal
Knowledge Portal
Employees as CustomersEmployees as Customers
電子商業技術展望
Thin Client
Hosting
ASP
Own IT
SB MB
e-Commerce
CRM
KM/e-Learning
SCM
E-Business
Storefront/Auction
Business Drive
IT
IT
Com
plexity
Com
plexity
Biz ScaleBiz Scale
YAM Confidential
ASP- Application Service Providers 應用服務提供模式
• New service paradigm– accountant vs leased accounting system
– service personnel vs. leased billing system
• “Lease but not own”
• “Use but not maintain”
• “Pay for what is used”
• Issues– Who can be the ASP?
– Securities, Privacy
– Performance, Scalability
– Service Charge
YAM Confidential
B-to-B eCommerce 模式與策略
• Buyer’s solutions– procurement
• Seller’s solutions– e-dealer, customer care, CRM
• eMarketplace– Trading– Hub
B
S
S
SW
RS
RS
RS
S RSbuyer supplier reseller Wholesale
S
S
S
B
B
B
B
W
YAM Confidential
Challenges with eMarketplace
• Payment is not an issue.
• Revenue is not secured.– Membership, (renewable)– Advertisement, (CPM)– Installation/Setup, (one time fee)– Transaction Fee (per order)
• New directions
Challenges with ERP/SCM
• Gaps between existing business flows and software built-in business logics
• Very costly to SMEs
• Long introduction time
• Insufficient commitment to making change
• Operation the ASP way is not mature yet
ASP Business Segments
• B2C• B2B
• EIP• eLearning
• Commerce Hosting• Affiliated Store• eMP• Virtual Company• EIP ASP• eLearning ASP
YAM Confidential
e-Path for Company
• (Sharing) Phase I: Company as Community– mail, webpages, bulletin, calendar (sync to
Outlook & Lotus), UMS, corporate stores
• (Empowerment) Phase II: eLearning, EIP (Enterprise Information Portal)
• (Moblity & Flexibility) Phase III: MIS (workflow, procurement, ERP provided by ASP)
YAM Confidential
S
S
S B
B
B
B2C
eLearning
HR
Company Portal
Industry Portal
Sbuyer supplier Hosted reseller
B
Consumer Market
RS
RSCorp. store
A Scenario
YAM Confidential
ContentContent Core TechCore Tech Call CenterCall Center
LegacyLegacyeCommerceeCommerceTraffic/ProfileTraffic/Profile
Customer BaseCustomer Base
DistributionDistributionCenterCenter
((Now)Now) ((Future)Future) PartnersPartners
eBusiness IT components
CRMCRM
e-Learninge-Learning
YAM Confidential
Levels of ASP• Application hosting
– compared to virtual hosting, colocation
• Data Center (storage for informational asset) • Domain Expertise
– Core competence – Expertise from alliance– Konwledge management
YAM Confidential
Domain ExpertiseDomain Expertise
SecuritySecurity Economic ScaleEconomic Scale
Criteria of business development
• Ability to replicate
• Scalability
ScaleScale upup
ReplicateReplicate
MarketshareMarketshare
YAM Confidential
Ability to Replicate
• Replicate to – different territories– different categories
• Leverage– system, biz models, connections, domain know-
how, partnerships
YAM Confidential
Revenue Streams at YAM
Sponsorship: 104, Hrgini, CNet
ASP / Information Service: Eva Air, Hrgini, Eslite, Loyo
Cobrand Privilege: Bid.com, Allproducts
結論• The window for Internet Pure-Play is gone.
– 明日報,資迅人 / 酷必得, allmyway.com
• e 化企業– Survival , Competitive , Taking Advantages
while we still can
• Think from a broader spectrum– Customer Value, Customer/Employee Care,
Business Process, IT Resources