las fases del e-business

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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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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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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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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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


7/14 2004 Sistemas de Informacion UIGV7

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



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



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



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



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



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

las fases del e-business

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