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企業應用電子商務的趨勢

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.

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企業應用電子商務的趨勢

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  1. 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

  2. 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

  3. 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 takes 3 to 9 months.

  4. Know what Internet can do best for you • B2C (On-line retailing) • Back to College • CRM (Customer Retention) • Cost Real Money

  5. 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

  6. Click and Mortar (Cont.) • Chain Store, Retailor (Logistics Type Service) • QR/ECR, SCM • Manufacturing, OEM • Virtual Factory

  7. 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

  8. CT #002 3:30 pm TPE->SFO * delayed 5 hours a: DT #007 2:50 pm b: ET #005 3:55 pm book a book b Paris Oct 20, 2000 Cloudy, 3  C YAM Travel Back A Back 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 e 化 Traveler Service

  9. Universal Messaging Wap portal Voice Portal wap GSM SMS email Browser PDA Portability gateway Phone Fax-@ eFax Fax Asychronous Http://ec.cycu.edu.tw

  10. Deployment of M-Commerce Content, Community, Communication, Commerce Internet Telecom Content Provider Operator Mobile Service Gateway Commerce Site Virtual Community Web The Vision is “Pervasive Web”

  11. 蕃薯藤大陸3C通路佈局（賽博數碼廣場） ClickandMortar ITGO (eMarketing) Flagship Franchise SCM Geography coverage, Speed, Right Targetting Membership, Stickiness, Repeat Buy, Cross-selling Cost-Efficient, Control, Speed

  12. e化主動行銷 1 2 3

  13. 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

  14. Imaging Consideration Purchase TV, Newspaper, Magazine Book, PR (but, content itself is the best marketing tool) E-Payment (w/ SCM) Fund Transfer, COD Web Publishing, email, A/V Server Consumers NeedTrust to Get Closer NeedInfo to Make Decision NeedMechanism to Buy Actually the Informed Buying Cycle智慧型消費者的時代來臨 Strategies 1 2 3 Tactics Rationale

  15. Impacts of Internet/Intraneton Corporate Strategy 一般性 資源性質 專業性 廣 事業範圍 窄 移轉 協調整合 共享 財務導向 管控 營運導向 Src: HBR

  16. 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。

  17. YAM Confidential Taiwan’s SME • >1,000,000 裕隆，台積電 Own IT, Hire service team 日盛，台塑 IT required, cannot afford IT not required 家庭式鐵工廠，鄉下建材行

  18. YAM Confidential “Knowledge Portal” Internet Portal Employees as Customers Industry Portal Customers Served Company Portal Enterprise Information Portal Knowledge Portal Personal Portal Thin Client ASP Own IT IT Complexity

  19. YAM Confidential 電子商業技術展望 Own IT KM/e-Learning IT Complexity Business Drive CRM ASP SCM Hosting e-Commerce E-Business Storefront/Auction Thin Client Biz Scale SB MB

  20. 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

  21. YAM Confidential B-to-B eCommerce 模式與策略 S B • Buyer’s solutions • procurement • Seller’s solutions • e-dealer, customer care, CRM • eMarketplace • Trading • Hub S RS S W RS RS S B S B S B B buyer S supplier RS reseller W Wholesale

  22. 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

  23. 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

  24. B2C B2B EIP eLearning Commerce Hosting Affiliated Store eMP Virtual Company EIP ASP eLearning ASP YAM Confidential ASP Business Segments

  25. 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)

  26. YAM Confidential Consumer Market A Scenario RS Company Portal B2C S B S eLearning B S B Industry Portal HR Hosted reseller Corp. store B buyer S supplier RS

  27. YAM Confidential eBusiness IT components Distribution Center e-Learning Call Center Content Core Tech Traffic/Profile eCommerce Legacy Customer Base (Now) (Future) Partners CRM

  28. 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 Domain Expertise Security Economic Scale

  29. YAM Confidential Criteria of business development • Ability to replicate • Scalability Scale up Marketshare Replicate

  30. YAM Confidential Ability to Replicate • Replicate to • different territories • different categories • Leverage • system, biz models, connections, domain know-how, partnerships

  31. Revenue Streams at YAM Sponsorship: 104, Hrgini, CNet ASP / Information Service: Eva Air, Hrgini, Eslite, Loyo Cobrand Privilege: Bid.com, Allproducts

  32. 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

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