etalk conference presentation "ecommerce implementation

eCommerce Implementation Methodology in the Established Organizations

eTALK 2010October 14, 2010

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Agenda

• The Big-Picture Plan• Business Model(s) for Your Organization• Understanding the Change and How eCommerce Changes

Your Value Chain Before You Actually Go eCommerce• eCommerce Technology Infrastructure and Trends• eCommerce Marketing and Online Presence• Define, Measure, Analyze, Improve, Control• The current state of eCommerce in Serbia and How to

Succeed Now• Conclusions


© 2010 dooConsult doo Beograd, All rights reserved.

The Big-Picture Plan

• What are your business goals?• Who are your current and potential customers, competition,

partners/suppliers, regulatory bodies?• How you benchmark and measure today and how to

benchmark and measure tomorrow and online?• What is your budget for online services development and

deployment, ongoing presence and marketing?• What is your talent pool and when and how to oursource?



Business Model(s) for Your Organization• “One size fits all” doesn’t work and will never work• You can combine, however don’t expect cumulative results

because of multi-model business setup• The “pure play” ecommerce• Brokerage • Advertising• Infomediary• Merchant • Manufacturer (Direct) • Affiliate • Community • Subscription • Utility



How eCommerce Changes Your Value Chain• Going eCommerce today or not, changes are inevitable, but

don’t lose your focus• Measure impact before adopting changes, before you

decide to offer services and products online• Marketing alliances, customer alliances, outsourcing,

supplier alliances, research alliances and standards alliances

• Each form has been significantly altered by eCommerce



eCommerce Infrastructure and Trends

• The distributed nature of eCommerce has further necessitated developments and innovations in technology that bind the various components of these systems together as a functioning unit

• The design of eCommerce systems requires many middleware services, each of which fulfills a unique role

• Access gateways• Database interfaces• Network and communication interfaces• Application interfaces to faciliate interoperability between

distributed applications• Network/application services (security, directory, transaction

apps)• Computer Telephony Integration solutions• Traditional software technologies and programming

languages



eCommerce Marketing and Online Presence• eCommerce marketing is all about enticing Internet users

to your website and other online points of access to your company offerings, and, once there, to entice them into becoming a customer

• The offline and online marketing mix at work!• Enticing visitors• Converting visitors into customers• Improving website effectiveness• Role of SEO today, search engine ranking• Social networks• Viral marketing, recommendation systems, promotions on

blogs



DMAIC

• The eCommerce deployment is just the beginning• Competitive advantage lies in the ability to adapt business

processes to changing conditions quickly and efficiently• DMAIC is mandatory, as the changes are inevitable• Business process management activities can be grouped

into five categories: design, modeling, execution, monitoring, and optimization

• DMAIC approach is strongly influenced by the ever changing legal framework, especially in the countries and regions with less developed eCommerce sector and its middleware services (payment, security, network)



The state of eCommerce in Serbia

• eCommerce in Serbia is not much worth today, but it has a great potential, especially within the initiatives for the new strategy of export-oriented Serbian economy until 2020

• Many of the middleware services are missing or operate with limited capabilities

• Payment processing is almost a fatal obstacle for the Serbian eCommerce sector, with very negative effects to the SMEs

• 39% of Serbian households have an access to the Internet *• Around 280.000 are Internet shoppers *• Deployment costs are going up, maintenance costs down• The talent pool is improving, although the number of

eCommerce experts and consultancies is small for the size of the economy

• The government must help the SMEs to better target and service international customers

* Source RZI



Conclusions

• There seems to be a lot of momentum and interest in eCommerce in Serbia and our region

• A growing number of companies in Serbia wants more than a non-transactional online presence and marketing

• Online PR and marketing without simple and effective tools to make a sale online is “old school” in 2010

• Internet users are closely watching the current development and are willing to embrace and immediately award those ready to deploy smart and deploy today



Thank you!Hvala!

Don’t hesitate to email [email protected] or visit dooconsult.com

eTALK 2010October 14, 2010
