Download - Las Fases Del E-Business
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8/3/2019 Las Fases Del E-Business
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The Five Phases of E-Business(So Far)
Lic. Jorge Guerra Guerra
UIGV
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2004 Sistemas de Informacion UIGV2
Quest for Competitive Advantage Has DrivenEvolution of E-Business
Business
Interest
Time
Initial
Experiments
Initial
Successes
GetPublicized
LaggardsRush to Invest
to Catch Up
With Leaders
Peak of
BusinessInterest
Most
CompaniesHave Adopted
Technology and
New ProcessesTechnology and
New Process
Is Business
As Usual
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2004 Sistemas de Informacion UIGV3
Equity Market Investment Leads BusinessInterest, Which Leads Investment
BusinessInterest
Time
01994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004
Equity Market
Valuation of
Leaders
Total Business
Investment inRelevant Applications
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2004 Sistemas de Informacion UIGV4
Quest for Competitive Advantage Has DrivenEvolution of E-Business
E-Marketing
E-Commerce
E-Reengineering
E-CRM
E-Collaboration
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004
Peak
Competitive
Advantage
Business
Interest
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2004 Sistemas de Informacion UIGV5
Evolution of E-Business:E-Business Phases and Business Processes
2. E-Commerce
Catalog andauction sales
Order taking
MRO purchasing
Direct materials
purchasing
3. E-Reengineering
Order fulfillment
Production
Company planning/
forecasting
Finance
Administration
HR
4. E-CRM
Personalized marketing Loyalty management
Customer service
Customer analytics
5. E-Collaboration5. E-Collaboration Industry planning/Industry planning/
forecastingforecasting
Product developmentProduct development
Sales/marketingSales/marketing
Campaign devlpmt.Campaign devlpmt.
Logistics mgmt.Logistics mgmt.
Risk mgmt.Risk mgmt.
1. E-Marketing1. E-Marketing
Product marketingProduct marketing Company marketingCompany marketing
Online advertisingOnline advertising
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2004 Sistemas de Informacion UIGV6
Evolution of E-Business:E-Marketing and E-Commerce
q E-business has gone through two phases already
First phase E-marketing: information on the Internetq Marketing to customers at all levels of the value chain
Second phase E-commerce: sales and customer serviceon the Internetq A channel for direct sales to end customers
q A channel for taking orders from business customersq A channel for sending orders to business suppliers
Internet
SellerSeller BuyerBuyer
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Evolution of E-Business:Lessons From B2C/B2B E-Commerce
q B2B and B2C e-commerce sales are less important than
other sources of economic value
10x profit on Internet cost10x profit on Internet cost
initiatives:initiatives:
Reduced production costs
Improved operating
efficiency
More effective marketing
Lower cost, value-added
customer service
Profit on InternetProfit on Internet
revenuesrevenues
B2CB2C B2BB2B
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Evolution of E-Business:Third Phase E-Reengineering
q Third phase E-Reengineering: Start with business and
use the Internet and Internet technologies to improve allbusiness processes
MarketingMarketing
OrdersOrders
ProcurementProcurement
CustomerCustomer
ServiceService
ProductionProduction
DeliveryDelivery
FinanceFinance
HRHR
SalesSales
CustomerCustomerLoyaltyLoyalty
Mgmt.Mgmt.
DirectDirect
InputInput
PurchasingPurchasing
RiskRisk
Mgmt.Mgmt.
ProductProduct
DevelopmentDevelopment
PaymentPayment
Global 2000Global 2000
CompanyCompany
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Evolution of E-Business:Fourth Phase E-CRM
q End-customer CRM q Channel partner CRM
Manufacturer
Retailer
Manufacturer
Retailer
Distributor
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Evolution of E-Business:Proliferation of Applications
Applications
Web servers
Content
management
Ad networks
Simple
E-mail
marketing
Applications
Commerce
servers
E-procurement
Personalization
tools
Auctions/
reverse
auctions
Applications
Web-extended
ERP production
Web-enabled
ERP HR, admin.
and financesystems
Web HR and
finance apps.
Internal supply
chain
management
Applications
Multichannel
customer
contact
management
Permission
marketing
Customer
analytics and
data mining
Channel partner
CRM
Sales-forceautomation
E-customer
service
Phase 1Phase 1
E-MarketingE-Marketing
Phase 2Phase 2
E-CommerceE-Commerce
Phase 3Phase 3
EE
-Reengineering-Reengineering
Phase 4Phase 4
E-CRME-CRM
Phase 5Phase 5
E-CE-C
ollaborationollaboration
Applications
Multicompany
supply chain
management
Collaborative
product
development
Collaborative
(B2B2C) selling
Collaborative
customer service
Collaborative
vendor managedinventory
Collaborative
logistics
management
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The Future of E-Business:How Applications Evolve
Phase 0Phase 0 Phase 1Phase 1 Phase 2Phase 2 Phase 3Phase 3 Phase 4Phase 4
Internal
Only
UniqueUnique
StandardStandard
Semi-Semi-
CustomCustom
Many-to-
Many
One-to-Many
Some-to-
Many
Many-to-
One-
to-Many
One-to-
One
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The Future of E-Business:Integration Drives Standardization
q The tendency of companies to create unique business
processes will diminish as B2B integration (with standardapplications and outsourcing) drives standardization.
UniqueUnique
IntercompanyIntercompany
BusinessBusiness
ProcessesProcesses
TimeTime
Standard Applications
OutsourcingNetwork
Integration
Standardization
Trendg
rowthin
uniqu
eproc
esses
Projected growth in
unique processes
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The Future of E-Business:Evolution of E-Business Will Continue
E-KnowledgeManagement
E-Marketing
E-Commerce
E-Reengineering
E-CRM
E-Collaboration
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004
Peak
Competitive
Advantage
B
usinessInterest