the digital information highway: business strategies for internet commerce
TRANSCRIPT
The Digital Information Highway: Business Strategies for Internet Commerce
www.economist.com
A Survey of E-Commerce, page 65 February 26th - March 3rd, 2000
dot.com
.Com Fever - You got it !
SOURCE: The Economist, February 26-March 3, 2000
On-LineRetailersServices
Real Estate
Bookstores
Date & Mate
Restaurants
Pet Supplies
Music StoresAstrology
Search Engines
Sporting Goods
SOURCE: The Economist, February 26-March 3, 2000
SOURCE: The Economist, February 26-March 3, 2000
SOURCE: The Economist, February 26-March 3, 2000
SOURCE: The Economist, February 26-March 3, 2000
E-Commerce - the buying and selling of products and services over the internet….I want a piece of that pie!
Is this your definition ????
A few years ago this may have been the case, but duplicating a part of the buying-selling process does not change enough of the entire process to produce a significant economic outcome
Don’t get trapped inside the box
Think outside the box ! New and creative ways to make your business better - more efficient, more profitable.
Internet Commerce
or
Electronic Commerce
These terms are often used interchangeably since the future of electronic commerce is in the hands of the internet.
What does Electronic Commerce Mean ?Electronic Commerce is a lot of things to a lot of people:
• Communications Perspective, e-commerce is the delivery of information, products/services, or payments performed electronically.
• Business Process Perspective, e-commerce is the application of technology toward the automation of business transactions and work flows.
• Service Perspective, e-commerce 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.
• Online Perspective, e-commerce provides the capability of buying and selling products and information on the Internet.
Internet Enabled Business Practices
Communications (email)
Electronic Data Interchange
(Procurement)
Technical Data Interchange
(Engineering)
Mass Customization
(demand driven manufacturing)
Virtual and Team Based
EnterprisesOutsourcing and Coordination of
Logistics
Video Conferencing
Document Workflow
Supply Chain Management Procurement
Digital Content Creation and Manipulation
Marketing, Sales & Distribution
Channels
Advertising
Electronic Commerce - Destined to change business habits in many ways.
• New ways to interact with suppliers, partners and clients
• Improve speed, efficiency, spontaneity, interactivity, pervasiveness, and cost reduction.
How to Define E-Commerce or Internet Commerce
“the opportunities for companies to electronically exchange information and services that are important to their business. It doesn’t have to involve money. Electronic commerce includes the creation of an open marketplace - in contrast to electronic data interchange, which does not. The internet is synonymous to vast marketplace”
Jay M. Tanenbaum, Chairman, CommerceNet
“electronic commerce is about a global electronic marketplace that enables all members of a value chain to interact spontaneously for mutual benefits. It provides an environment where customers are empowered to control the buying process more effectively, retrieving and accessing personalized information. It provides a platform for complete relationship management, not just a one time transition”
Randall Whiting, CEO, CommerceNet
How do these key phrases affect your organization ?
• Exchange of Information and Services
• Creation of an open global marketplace
• Spontaneous interaction of players in value chain
• Empowerment of customers
• Platform for relationship management
Digital Value Creation
The process of converting digital inputs into value-added outputs
• New value can be created by adding digital value on top of old digital value
• by turning old value (or products) into new digital value replacements
Digital Input ProcessValue Output
New Intermediaries Arrival
If you don’t add value to your digital product quickly enough, someone else will organizations that are called intermediaries
Hijack your potential new value by adding new value on top of your oldvalue, aggregate it, and resell it with more value - in essence, stealing your customers
They will ease their way into the traditional buyer/seller channel, and begin to redirect buyer traffic
DigitalInformationPrice x $
New Company B Intermediaries Digital Information Processing
Process Digital Information(organized &compressed)Price 2x$
CustomersCompany A Manufactures raw digital information
Adds New Value
suppliers
partners
clients
- A new method for creating efficient links with partners, suppliers, and clients
E-Commerce
Business Catalysts - Factors driving the growth of electronic commerce.
• Value chain inefficiencies
• Cost of business transactions
• Growth markets
• Competitive Pressures
• Demands of Electronic Consumer
The Distribution Chain
• A given product travels down thedistribution chain that may or maynot add value to it. By the time theproduct reaches the user, the markup is on average 135%.
• Consumers worry about the perceivedlack of value offered by the distribution channels.
• Manufacturers are concerned with the fact that more customer value is beingleft with the distribution channels.
Disintermediation
A term that refers to the removal of organizationor business process layers responsible for certain intermediary steps in a given valueor distribution chain.
With the internet, the distribution chain is beingshortened since, in principle, manufacturers can link up with customers directly. Especially if theplayers in the distribution chain add no value.
manufacture
wholesale
distributor
retail
customer
$ 40
$ 43
$ 47
$ 94
7.5%
9.3%
100%
Total135%
Distribution Channel
manufacture
wholesale
distributor
retail
customer
$ 40
$ 44
$ 88
9.3%
100%
Total120%
Distribution Channel Delayering
manufacture
wholesale
distributor retail
customer
$ 40
$ 80
100%
Total100%
Distribution Channel Delayering
manufacture
Customer $ 48
$ 40
Markup 10%Shipping 10%Total = 20% arrives at doorstep
Distribution Channel Delayering with Internet
10%
Shipping 10%
0 1 2 3# of layers between customer/manufacturer
150
125
100
75
50
25
0
Mar
kup
(%
)
Delaying Distribution Channels
ManufacturerwholesaledistributorretailCustomer
ManufacturerdistributorretailCustomer
ManufacturerretailCustomer
Internet
(2)
(0)
(3)
(1)
The cost of doing business with traditional hard-copy paper based meansthat are human intensive continues to grow, whereas the electronic processing of transactions can be done at a fraction of the original cost.
Costs of Business Transactions
PROCESS PAPER/HUMAN ELECTRONIC SAVINGS DESCRIPTION COST COST FACTOR
Invoicing
BankingTransaction
Customer Service
MortgageApplication
$100
$1.50
$15-$25call center
1% of value
$10
$0.15 to$0.25
$3-$5Internet
0.2% of value
10
6-10
5
5
1996 Price Waterhouse Technology Forecast Report
Search for Growth Markets
- Retail markets are barely expanding … large retailers are posting declinesin sales and earnings. They are finding it hard to expand marketshare inconventional market places.
- By shifting attention to open market places, such as internet driven markets,there is a chance to redefine the market and capture new market space.
Grown can come from:
• Creation of new on-line markets for existing products• Creation of new products specifically designed for on-line markets• Opening up of larger national and international markets
Competitive Pressures
• You competition is doing it so you have to as well.
• There are not many cases of current market leaders that have lost their position because of electronic markets.
• Presumptive dominance is challenged continuously.
Demands of the Electronic Consumer• Customers are wired savvy and are awareof the convenience of electronic interactions.
• Customers choice will be driven by the richnessand depth of the in-line services offered by vendorsor service providers, such as banks and retail stores.
• Internet empowers consumers to a new level of sovereignty.
Consumers want-(1) Easy and comprehensive comparison shopping(2) The ability to bid out a request on the web(3) Self service control
The United States is Winning the InternetRace -
• A lot of venture capital for innovative e-commerce opportunities
• President Clinton (7/1/97) A Framework for Global Electronic Commerce
• Effective public offering vehicle
• US has the biggest market (computers) and infrastructure
• US companies own most IP associate with internet hardware
• Japan and Europe behind but starting to move faster
SOURCE: The Economist, February 26-March 3, 2000
Technology Drivers
Convergence of Information Appliances -
• The marriage of several information accessappliances are giving birth to many sophisticateddevices.
• They are the point of sale devices that can be used toconduct electronic transactions, retrieve information, authenticateusers, and perform other functions related to e-commerce.
Converging TechnologiesInteractive TVWeb TV
Wallet PC
Intercasting
Web Phone
Net(Web) Casting
TV PC
Palmtop Wallet
TV Internet
Phone Internet
Internet Video
Converging Industry Service Providers
IT Vendors
Telephone Companies
Financial Institutions
Software Companies
Positioning to be your end-to-end e-commerce providers
Aiming to capture e-transactions
Capturing new financial networks
Content providers
Challenges Facing Internet Commerce
• Technology• Legal and Regulatory• Organization and Business• Behavior and Educational• Other
Technology - Security
Security is not even close to absolute on the internet.There are still many challenges that companies facein the following security areas:
• User access• Data, application, and database security• Transaction and payment security• Network and systems security• Security Maintenance and Management
Technology - Payment VehiclesCustomer
Customer’s Bank
Merchant
Merchant’s Bank
Secure Networks
Intermediaries
Many different internet payment methods
Technology: Integration, Integration, Integration
Interoperability
hardwaresoftwareconflicts
hardwarehardwareconflicts
softwaresoftwareconflicts
Technology: Comparative Buying Capabilities Competitive and Non-Competitive
internet
$5.29 $5.49 $5.09
$5.29$5.49
$5.09
$5.29 KMart$5.49 Target
** $5.09 WalMart
Tide Laundry Detergent
(1 gallon) Process Information
Technology: Richness and Depth of Content
Content is the innovatory of the Web,and is key to market success.
In 1995, Amazon.Com opened it Website with 1M titles in its virtual innovatory.
There is a lot of zero content stuff out there
Technology: Reliable NetworkInfrastructure Service
• Cannot trust 100% uptime• Higher degree of trust in secure applications
More and more companies are placing businesscritical applications on the internet, … , so reliability is a big technological issue.
Technology: Deployment ofPublic Key Infrastructure (PKI)
On the web, how do we prove our identity-drivers license, passport, birth certificate ?
• Need to develop a widespread and universal way to authenticate who you are - no one can pretend to be someone else
• Only authorize people can assess information• Need integrity of transaction, …, transaction not tampered
with• Nonrefutability that insures users a ‘digital’ receipt or proof of
the payment• Time stamping ensures an accurate date/time on a document
that is subjected to a deadline
Technology: Bandwidth Costs
width
Bandwidth is becoming less and less of an issue,but does become a problem in some geographicallocations where the internet is not well developed.
Broadband connectivity linked to internet content arebringing affordability levels to high speed access withrich interactive multimedia.
Legal and Regulatory Challenges The internet is unregulated !
• Global Issues - No territorial limits, so whose laws apply ? Hard to enforce any regulations. If boundaries are transparent, then how can you police them ? Need other types of control than ‘crossing the boundaries.’
• Electronic Issues - There is no writing analogous to documents which are legally binding for years, what happens now with electronic documents.
• Digital Issues - Perfect copies can be made in seconds, and reproduced in large quantities just as fast with little or no cost. How do you ensure intellectual property (copyrights).
Legal and Regulatory Challenges questions, questions, questions
• What happens when something goes wrong in cyberspace ?• Will traditional laws deal with it, or is there a need for new laws ?• If you do international business, are you automatically exposed to the laws of that country?• Who is going to police the actions of the users?• Will you get fined if you don’t obey the rules/laws• Does the gov’t need to know about our buying habits in cyberspace?• Do you need a ‘license’ for the internet ?• Where are the ‘road-signs’ if any exist ?
These are tough questions to answer … Will implementing rules and regulations stifle e-commerce development ???
Legal and Regulatory Challenges Customs and Tax
Should the internet be taxed ?Is it a tax heaven ?
For the most part, taxes, customs and tariffs have not been applied to e-commerce.
When taxes come into to play, what gets taxed ? What doesn’t get taxed ? Who taxes ? Who gets taxed ? How is it done ?
This is happening faster than the gov’t can control it. Enforcing itwould be a nightmare. Industry self-regulation will allow e-commerce to prosper
Framework for Global Electronic CommerceIra Magaziner, Senior Advisor to PresidentClinton on electronic commerce policy.
Legal and Regulatory Challenges Open Questions
• Exports (Drugs, Food)• Copyrights • IP• Domain Name• Trademarks