战略分析工具e-commerce.ppt

bc,E-Commerce Knowledge Sharing,August 1999, Bain Beijing Office,Internet Development E-Commerce Introduction Business Impact Impediments for E-Commerce Bain eConsulting Experience,Agenda,Note: WWW is Worldwide Web Source: Morgan Stanley U.S. Investment Research: Internet Retail, 5/28/97,Years to Reach 50 Million Users: Radio = 38 TV = 13 Cable = 10 WWW = 5,User adoption of the World Wide Web has dramatically outpaced the growth of other communications media, setting the stage for revolutionary changes.,U.S. Internet Adoption,Note: WWW is Worldwide Web Source: Morgan Stanley U.S. Investment Research: Internet Retail, 5/28/97,Years to Reach 50 Million Users: Radio = 38 TV = 13 Cable = 10 WWW = 5,User adoption of the World Wide Web has dramatically outpaced the growth of other communications media, setting the stage for revolutionary changes.,U.S. Internet Adoption,Internet User Growth,*Rest of world includes all non-U.S. countries in 1996-97 and 1999-2003 Source: Computer Industry Almanac; Internet Industry Almanac; Bain analysis,On-line usage is skyrocketing, with future growth being fueled by global penetration.,U.S.,Europe,78M,179M,163M,148M,135M,103M,55M,35M,CAGR,(1996-1998),(1999E-2003E),CAGR,57%,27%,50%,15%,Asia,Rest of World*,Worldwide,U.S.,Internet Penetration,Source: Jupiters 1998 Online Shopping Report, Simbas Electronic Marketplace 2002, Forresters 1998 Telecom Strategies,Internet penetration in both consumer and business markets is significant.,CAGR (1997-2002E),1%,4%,13%,44%,Online as % of Computer Households:,52%,77%,Shopping as % of Online Households:,17%,59%,1,000 employees,100-1,000 employees,Percent of U.S. Business (1998),Consumer,Business,Internet Development E-Commerce Introduction Business Impact Impediments for E-Commerce Bain eConsulting Experience,Agenda,Industry Value Chain,Business participation occurs in five distinct market segments.,User,Access,Internet Infrastructure,Intermediaries,Applications,Enablers,Access devices Internet service providers Network access equipment,Technology and software enablers Service enablers, e.g.: professional services data management affiliate programs Support enablers, e.g.: payment systems/transaction clearing distribution web services,Portals Web agents (e.g., BOT) Commerce service providers Virtual trading communities,Content Commerce Communication Community,Hardware/transmission equipment Backbone transport,Industry Value Chain,Business participation occurs in five distinct market segments.,User,Access,Internet Infrastructure,Intermediaries,Applications,Enablers,Access devices Internet service providers Network access equipment,Technology and software enablers Service enablers, e.g.: professional services data management affiliate programs Support enablers, e.g.: payment systems/transaction clearing distribution web services,Portals Web agents Commerce service providers Virtual trading communities,Content Commerce Communication Community,Hardware/transmission equipment Backbone transport,Nortel Networks Dell 3Com American on line,Company examples,Nortel Networks Lucent Cisco,Company examples,Microsoft IBM Oracle,Yahoo American on line,Amazon Dell,Industry Value Chain,Internet Infrastructure,User,Access,Intermediaries,Applications,Enablers,Content Commerce Communication Community,E-Commerce Growth By Segment (United States),Source: IDC; Jupiter; Forrester; Analyst Reports; Bain analysis; eMarketer,However, the vast majority of growth will be driven by applications.,Segment Comparison,Internet traffic drives the perception that E-Commerce is a consumer phenomenon, but the larger revenue opportunities lie in business to business commerce.,Percent of Total,Percent of Total,CAGR (1998-03E),97.7%,49.6%,Internet Traffic,E-Commerce Revenue,Web Business Models,Web business models can be sorted according to the benefit they are delivering the user.,Internet Development E-Commerce Introduction Business Impact Impediments for E-Commerce Bain eConsulting Experience,Agenda,The Internet is a major discontinuity that will redefine the strategic landscape in every industry.,Craft Based Economy,Industrial Revolution,Mass Production,Internet / Information Revolution,S u p p l i e rs,D I s t r I b u t o r s,M a n u f a c t u r i n g,R e s e l l e r s,Cu s t o m e r s,Internet Impact Internet Revolution,Internet Impact Impact Overview,These result in dramatic changes across company relationships with customers, suppliers, employees and other stakeholders.,Impact Overview Customer Relationship Management Evolution,Description:,Example:,Customer Relationship Management Evolution (Benefits of E-Commerce Model),A is a compelling example of an E-Commerce customer relationship model.,Efficient purchase process quick log-in search by title, subject, author read reviews, recommendations one-click ordering receive books by mail Superior selection and availability Adjacent product offerings e.g., music, video, others Value-added services reviews proactive, tailored recommendations,Benefits to Customers,Benefits to Firm,Substantially lower costs infrastructure inventory personnel Deep customer relationship one-to-one marketing potential for higher loyalty purchases across other product lines more frequent purchases Broader customer base geographic reach expanded pool of profitable customers,Source: Fortune Magazine; Bain Estimates; Jupiter Communications 1998,Revenue growth of new entrants like Amazon is fueled by offering greater selection and a superior shopping experience.,Impact Overview Revenue Enhancement,Search Process:,Information desk lines,Immediate,Books sorted by section,Books sorted by title, subject, author, keyword, proactive suggestion,Scanning,Querying,Impact Overview Cost Reduction,* Assumes 15% inventory carrying costs * Assumes fully loaded employee cost of $30K Source: OneSource, Business Week, Hummer Winblad, Onesource,Online retailers have a substantial cost advantage over traditional retailers.,7.8%,Estimated Savings:,Lower infrastructure costs,(Rental Expense/Sales),Percentage of Revenue,5.4%*,Days Inventory,Impact Overview Supply Chain Integration Evolution,Description:,Multiple buyer-seller interfaces in bidding process Individual company scale in buying/selling Catalog-based selection and purchasing outdated inventory listings manual process,Traditional Model,Examples:,Traditional industrial model,Impact Overview Supply Chain Integration Evolution (Chemdex Example),Chemdex is a powerful example of an E-Commerce customer relationship model.,Lower costs marketing leverage marketing through Chemdex presence distribution catalogs overall cost reduced by 15% of revenue Increased sales decrease buyer transaction costs will increase demand,Benefits to Suppliers,Benefits to Customers,Increased convenience due to online product inventory more accurate (updated daily) consolidated (130 suppliers participating) space-saving (frees up shelf space in customers offices) comprehensive (five times more products than biggest paper catalog) Lower costs more efficient ordering/purchasing process transaction cost reduced from $100 to $10 or $20,Impact Overview Supply Chain Integration Evolution (Company Extranets),Description:,Multi-tiered distribution model Multiple purchase order triggers Block ordering (manual) Limited data sharing,Traditional Model,Example:,Traditional Food Manufacturer,Purchase,P.O.,P.O.,P.O.,P.O.,P.O.,Impact Overview Internal Business Management Evolution,Description:,Hierarchical, functionally-oriented communication barriers to sharing information cross-functionally slow to share information vertically Multiple systems throughout organization redundant incompatible Linear cross-functional work processes serially processed multiple handoffs iterative,Traditional Model,Internet Development E-Commerce Introduction Business Impact Impediments for E-Commerce Bain eConsulting Experience,Agenda,Strategic,Operational,Organizational,There are a number of potential impediments to successfully implementing an Internet strategy that need to be aggressively managed.,Key Success Factors Impediments,Key Success Factors Imperatives,Our experience highlights the following characteristics of winning companies:,Take action early set direction launch experiments Establish framework within which decisions can be taken Organize for success recruit talent secure funding Form partnerships critically assess capability gaps,Internet Development E-Commerce Introduction Business Impact Impediments for E-Commerce Bain