咨询报告在数字经济中竞争英文版课件

November17,1999NorthwesternUniversityHighTechClubCompetingintheDigitalEconomyNovember17,1999NorthwesternAgendaIntroduction—WhatistheDigitalEconomy?DriversoftheDigitalEconomyNewBusinessPractices—WhatDoesitTaketoWin?Time-ValueCompetitionContentandcontainersIntelligentMarkets-theDigitalValueNetworkIntelligentexecution-competingoninsightIntelligentorganizationsAgendaIntroduction—WhatistIntroductiontotheDigitalEconomyIntroductiontotheDigitalEcDigital

EconomyThelastthreedecadeshaveseentheemergenceofadigitaleconomycharacterizedbyanincreasedemphasisoncomputingandcommunicationsThisincreaseduseofcomputingandcommunications(“digitization”)ischangingtheworldofbusinessIndustrial

EconomyPre-Industrial

EconomyPre-18501850-19601960-PresentDigital

EconomyThelastthreeThisperiodiscomparabletopreviouseconomicupheavalsandimpactsallindustriesNeweconomiesemergeattheinflectionpointofpreviouseconomiesandco-existwiththeirpredecessors170018001900AgriculturalEconomyIndustrialEconomyDigitalEconomy2000WorldEconomyPresentDayThisperiodiscomparabletopInformationisbecomingthekeyinput,whichischangingthewaybusinessesoperateandthenatureofworkRatioofExpendituresonInformationtoProductionTechnology19801975197019651983806040201820184018601880190019201940196019801995Notes: (1)Consistsofserviceworkers,includingpositionssuchasfinance,marketing,etc.inindustrialcompanies (2)ConsistsofphysicalworkersinindustrialfirmsSources:

“InformationTechnologyandtheCorporationofthe1990s”(1994),U.S.BureauofLaborStatistics(1996)U.S.EmploymentByOccupation

(PercentOfTotal)IT$PT$TypeOfWorker“KnowledgeWorkers”(1)“TouchLabor”(2)AgricultureInformationisbecomingtheke

Digitizationallowsworktooccuranytime,anyplaceleadingtoadramaticincreaseinglobalactivityDriversReducedcostsofcommunicationImmediateaccesstoinformationRapiddiffusionoftechnologyIncreasedaccesstonewmarketsIncreasednumberofcompetitorsSources:F.C.C.,U.S.DepartmentofTreasuryU.S.DirectOverseasInvestment($Billion)1980199319801993ForeignDirectInvestmentInTheU.S.($Billion)1980199519851990OverseasTelephoneCalls($Million)DigitizationallowsworktooInformationTechnology’sShareoftheGDPcontinuestogrow,fuelingtheDigitalEconomyInformationTechnology’sShareDriversoftheDigitalEconomyDriversoftheDigitalEconomyAdvancesintechnologyandimprovementsininformationmanagementaredrivingdigitizationMetcalfe’sLawofNetworkValueGreaterStorageCapabilitiesCheap,DeregulatedCommunicationsInternetAccessPervasiveemailusageJavaandJiniFixedandremovableHarddrivesCD-ROMsDVDsTelephonesSatellitesFaxesModemsIncreasinglyDigitizedBusinessProcessesMoore’sLawofMicrocomputingMicroprocessorsPersonalcomputersWorkstations“Smart”products (Embeddedcomputing)AdvancesintechnologyandimpMoore’sLawofMicrocomputingEvery12-18months,theprocessingpowerofmicrochipsdoubles103104105106107108109400480808086802868038680486PentiumPentiumPro80786TransistorsperChipDateMoore’sLawofMicrocomputingEMoore’sLawofMicrocomputingAndwitheachsuccessivegeneration,thepriceperMIPSplummetsMoore’sLawofMicrocomputingAMetcalfe’sLawofNetworkValueThevalueofthenetworkgrowsexponentiallyasthenumberofmembersornodesonthenetworkgrowsNumberofMembersValueofNetworkExtranet/sharednetworkManufacturersDistributorsSuppliersLogisticsMetcalfe’sLawofNetworkValuGreaterStorageCapabilityAswiththeincreasingprocessingpower(Moore’sLaw),storagedensityforalltypesofmediaisgrowingatastaggeringrateallowingdata,images,sound,andothermasscontenttobestoredandaccesseddigitallyDesktopHardDriveCapacityGigabytesMegabytesDesktopMemoryCapacityGreaterStorageCapabilityAswCheaper,DeregulatedTelecommunicationsTelecommunicationswasoneofthelastindustriestofalltode-regulationglobally—stillinprocess.Beforede-regulationwehadGrove’sLaw—telecommunicationsbandwidthdoubleseveryhundredyears(somewhatinjest).Wherede-regulated,pricehasplummeted,serviceandbandwidthhaveincreasedBandwidthtothehomeisrisingataratecommensuratewithMoore’sLawandthegrowthofstoragemediumModemSpeed/Type TransferTime9.6Kbpsmodem 2.3hours14.4Kbpsmodem 1.5hours28.8Kbpsmodem 46minutes128KbpsISDN 10minutes1.54MbpsT-1connection 52seconds4Mbpscablemodem 20seconds8MbpsADSLtechnology 10seconds10Mbpscablemodem 8secondsSource:FCC,CSDocketNo.96-496,1997;ADSLfromWerbach1997,p.75.Cheaper,DeregulatedTelecommuPuttingitallTogetherWhentakentogether,thecombinedeffectsofincreasedcomputingpower,networkgrowth,storagecapacitygrowth,andbandwidthgrowthprovideentirenewcomputingcapabilitieswitheachsuccessivegenerationTheideaofareal-timevideophone—relyingonbandwidth,computingpower,andstorage—wasoncesciencefictionandisquicklybecomingarealityDistributingdigitalqualitypre-recordedandlivemusicandvideo,againrelyingonbandwidth,computingpower,andstorage,hasbecomearealityonlyinthepastyearForwardthinkingcompaniesareemployingthesenewtechnologycapabilitiestobreaktherules,transformingexistingindustries,andcreatingentirenewonesThisconvergenceoftechnologydevelopmentandresultantnewbusinesspracticesaremakingtraditionalbusinessmodelsveryunstableandforcingcompaniestocannibalizetraditionalmarkets,andadoptthesenewbusinesspracticesiftheyaretosurvivePuttingitallTogetherWhentaNewBusinessPractices—

WinningintheDigitalEconomyNewBusinessPractices—

WinnTheadventoftheDigitalEconomyisaltering“traditional”businessparadigmsComputingerasesinformationasymmetriespreviouslyusedtoobtainmarketpowerDigitizationwillblurindustry,enterpriseandgeographicboundariesKnowledge,facilities,andcapitalwillbemoreeasilyaccessibleeliminatingtheexistingasymmetriesSupplychainsaremovedfromasequentialflowofinformationtoparallelactivitiesDigitizationwillenableimmediateaccesstoinformationbyallparticipantsProducts,services,relationshipsandfundsareexchangedandalteredsimultaneouslyThechangeswillimpactoperationsfirst,andultimatelychangethestructureofentireindustriesContentandcomputingstandardsreducehighswitchingcostswhichpreviouslycreatedexitbarriersforcustomersTheadventoftheDigitalEconSeveralcharacteristicsshapethedigitaleconomyTime-ValueCompetitionContentandcontainersIntelligentMarkets-theDigitalValueNetworkIntelligentexecution-competingoninsightIntelligentorganizationsSeveralcharacteristicsshapeIntheDigitalEconomy,consumerswillhavetoomanychoices,toomuchinformation,andfartoomuchcomplexitytodealwith.Whattheywon’thavenearenoughofisTIMEIncorporatingTimeintoyourofferingwillbecomeaprimarydifferentiatorofproductsandservices.UnderstandingandcommunicatingtheTime-ValueofanofferingwillbeakeytosuccessTime-ValuecompetitionTimeAvailableforDesiredActivitiesTimeAvailableforRequiredActivitiesConsumerPerceptionofTimeConsumptionAgriculturalIndustrialDigital

EconomyEconomyEconomyIntheDigitalEconomy,consumTimeValueCaseStudy—MobilSpeedpass“…toachievecompetitivedifferentiationandcustomerloyaltywithinourtargetmarket,wechosetofocusourstrategyoncustomerservicebasedonspeed(ortime)andconvenience.”—BrianBaker,President,NorthAmericanMarketing&RefiningWhetheryouhavethekeytagorthecartag,Speedpassusesanelectronicsystemlocatedinthepumpto“talkwithaminiatureradio-likedevice(atransponder)Together,theseelectronicdevicesprovide“instant”accesstogasolinebyautomaticallychargingfuelpurchasestothecreditcardyouselectedwhenyouenrolledTheSpeedpasssystemoperatesonadedicatedtransponderidentificationcode.YourcreditcardcoderemainsoutsidetheSpeedpasssignalsystem,maintainingtheconfidentialityofthatinformationandprotectingyouraccountfromunauthorizeduseTimeValueCaseStudy—MobilTraditionally,productshavebeeneitherpredominantlycontainers(physicalobjectssuchasautomobiles,compactdiscs,videoplayersetc)orcontent(intelligencethataddsvaluesuchassoftware,printmedia,GPSsystemsetc)Themarketisdemandingintegratedcontentintensiveproductsandservices.MicroprocessorsarebeingintegratedintoallkindsofproductsallowingfortheincorporationofdigitalcontentandintelligenceIndustryAirlinePharmaceuticalAutomotiveChemicalContainerAirplaneDrug/TabletsAutomobileChemicalsLoadbalancinglogic,navigationsystems,securitychecksDosageschedule,Usageschedule,RefillreminderGlobalpositioning,selfdiagnosticmaintenance,securitysystemsConditionssuitabilitymonitoring,lot/expirationandusagetrackingContentandContainersContentTraditionally,productshavebContentandContainerCaseStudy—GMOnstarMedialEmergencyAccidentServicesRoadsideAssistanceConvenienceServicesContentandContainerCaseStuIntelligentMarkets—TheDigitalValueNetworkValueChainsarebeingtransformed,theinternetandothertechnologiesareprovidingthecapabilitytofullyintegrateallplayerstoincreaseefficiencyanddelivernewlevelsofvaluetotheconsumerCustomersCustomersInfomediaryDigitalValueNetworkTraditionalSupplyChainInfo/NetworkPlatform=GoodsFlow=FundsFlow=InformationFlowCustomersCustomersIntelligentMarkets—TheDigiMonorail’svirtualbusinessmodelreinventsthenatureofcompetitioninthecomputerbusinessEndCustomersMONORAILFederalExpressSunTrustBankSykesEnterprisesSCIOrderprocessingShipping/DeliveryTechnicalsupportProductdesignProductmarketingManufacturingAssemblyWarehousingCreditInvoicing/CollectionsA/RmanagementIntelligentMarketsCaseStudy-MonorailMonorail’svirtualbusinessmoIntelligentexecution-competingoninsightFarmer’sleveragesatellitemonitoringsystemstoyielddramaticsavingsonkeyinputssuchasseed,fertilizer,andinsecticideGaugemineral/nutrientcontentMonitoryield+AdjustdispersalMeasuresunlight+DetectdiseaseSource:CIOMagazine“LeanAcres”10/1/98AnalyzeIntelligentexecution-competIntelligentOrganizationsTechnologyismakingmarketsmoreefficient,andcreatingnewmarketsforproductsandservicesthatweretraditionallydonewithinthe4wallsofcorporationsAstechnologydrivesdownthetransactioncostsassociatedwithsourcinganykindofserviceandefficientmarketsevolvetofulfillthoseservices,thedefinitionof“firm”isbeingchangedCompaniesarebeingforcedtofocusontheirvalueaddedcompetencies—thosethingstheydowellandthathavetangiblevalueintheeyesoftheconsumerAnewformoforganizationwillemergeinthedigitaleconomy—oneinwhichallfunctionsthatarenotexplicitlyavalueaddedcompetencyaresourcedinanefficientmarketplaceIntelligentOrganizationsTechnIntelligentOrganizationsCaseStudy—GMGMhasevolvedfromafullyverticallyintegratedmanufacturerofautomobilestoanintegratednetworkofpartnercorporations.Thisisonlythebeginningsofatrulycomponentizedorganization.GMCoreFunctionsInformationTechnology:EDS,AC,IBM,etc.FinanceOperationsTier1SuppliersComponents/Sub-AssembliesTier2SuppliersIndividualPartsR&DProcurementDistribution&DealershipNetworkSales/MarketingGMValue-Added

CompetencyPartnerRelationshipsIntelligentOrganizationsCaseConclusionThedigitaleconomyisuponusAconsumerorientedweb

astrategyIndustrieswillbereshapedApplyingtheconceptsof:Time-ValueCompetitionContentandcontainersIntelligentMarkets-theDigitalValueNetworkIntelligentexecution-competingoninsightIntelligentorganizations…aresomeofthenewstrategiesforthedigitaleconomy¹ConclusionThedigitaleconomyNovember17,1999NorthwesternUniversityHighTechClubCompetingintheDigitalEconomyNovember17,1999NorthwesternAgendaIntroduction—WhatistheDigitalEconomy?DriversoftheDigitalEconomyNewBusinessPractices—WhatDoesitTaketoWin?Time-ValueCompetitionContentandcontainersIntelligentMarkets-theDigitalValueNetworkIntelligentexecution-competingoninsightIntelligentorganizationsAgendaIntroduction—WhatistIntroductiontotheDigitalEconomyIntroductiontotheDigitalEcDigital

EconomyThelastthreedecadeshaveseentheemergenceofadigitaleconomycharacterizedbyanincreasedemphasisoncomputingandcommunicationsThisincreaseduseofcomputingandcommunications(“digitization”)ischangingtheworldofbusinessIndustrial

EconomyPre-Industrial

EconomyPre-18501850-19601960-PresentDigital

EconomyThelastthreeThisperiodiscomparabletopreviouseconomicupheavalsandimpactsallindustriesNeweconomiesemergeattheinflectionpointofpreviouseconomiesandco-existwiththeirpredecessors170018001900AgriculturalEconomyIndustrialEconomyDigitalEconomy2000WorldEconomyPresentDayThisperiodiscomparabletopInformationisbecomingthekeyinput,whichischangingthewaybusinessesoperateandthenatureofworkRatioofExpendituresonInformationtoProductionTechnology19801975197019651983806040201820184018601880190019201940196019801995Notes: (1)Consistsofserviceworkers,includingpositionssuchasfinance,marketing,etc.inindustrialcompanies (2)ConsistsofphysicalworkersinindustrialfirmsSources:

“InformationTechnologyandtheCorporationofthe1990s”(1994),U.S.BureauofLaborStatistics(1996)U.S.EmploymentByOccupation

(PercentOfTotal)IT$PT$TypeOfWorker“KnowledgeWorkers”(1)“TouchLabor”(2)AgricultureInformationisbecomingtheke

Digitizationallowsworktooccuranytime,anyplaceleadingtoadramaticincreaseinglobalactivityDriversReducedcostsofcommunicationImmediateaccesstoinformationRapiddiffusionoftechnologyIncreasedaccesstonewmarketsIncreasednumberofcompetitorsSources:F.C.C.,U.S.DepartmentofTreasuryU.S.DirectOverseasInvestment($Billion)1980199319801993ForeignDirectInvestmentInTheU.S.($Billion)1980199519851990OverseasTelephoneCalls($Million)DigitizationallowsworktooInformationTechnology’sShareoftheGDPcontinuestogrow,fuelingtheDigitalEconomyInformationTechnology’sShareDriversoftheDigitalEconomyDriversoftheDigitalEconomyAdvancesintechnologyandimprovementsininformationmanagementaredrivingdigitizationMetcalfe’sLawofNetworkValueGreaterStorageCapabilitiesCheap,DeregulatedCommunicationsInternetAccessPervasiveemailusageJavaandJiniFixedandremovableHarddrivesCD-ROMsDVDsTelephonesSatellitesFaxesModemsIncreasinglyDigitizedBusinessProcessesMoore’sLawofMicrocomputingMicroprocessorsPersonalcomputersWorkstations“Smart”products (Embeddedcomputing)AdvancesintechnologyandimpMoore’sLawofMicrocomputingEvery12-18months,theprocessingpowerofmicrochipsdoubles103104105106107108109400480808086802868038680486PentiumPentiumPro80786TransistorsperChipDateMoore’sLawofMicrocomputingEMoore’sLawofMicrocomputingAndwitheachsuccessivegeneration,thepriceperMIPSplummetsMoore’sLawofMicrocomputingAMetcalfe’sLawofNetworkValueThevalueofthenetworkgrowsexponentiallyasthenumberofmembersornodesonthenetworkgrowsNumberofMembersValueofNetworkExtranet/sharednetworkManufacturersDistributorsSuppliersLogisticsMetcalfe’sLawofNetworkValuGreaterStorageCapabilityAswiththeincreasingprocessingpower(Moore’sLaw),storagedensityforalltypesofmediaisgrowingatastaggeringrateallowingdata,images,sound,andothermasscontenttobestoredandaccesseddigitallyDesktopHardDriveCapacityGigabytesMegabytesDesktopMemoryCapacityGreaterStorageCapabilityAswCheaper,DeregulatedTelecommunicationsTelecommunicationswasoneofthelastindustriestofalltode-regulationglobally—stillinprocess.Beforede-regulationwehadGrove’sLaw—telecommunicationsbandwidthdoubleseveryhundredyears(somewhatinjest).Wherede-regulated,pricehasplummeted,serviceandbandwidthhaveincreasedBandwidthtothehomeisrisingataratecommensuratewithMoore’sLawandthegrowthofstoragemediumModemSpeed/Type TransferTime9.6Kbpsmodem 2.3hours14.4Kbpsmodem 1.5hours28.8Kbpsmodem 46minutes128KbpsISDN 10minutes1.54MbpsT-1connection 52seconds4Mbpscablemodem 20seconds8MbpsADSLtechnology 10seconds10Mbpscablemodem 8secondsSource:FCC,CSDocketNo.96-496,1997;ADSLfromWerbach1997,p.75.Cheaper,DeregulatedTelecommuPuttingitallTogetherWhentakentogether,thecombinedeffectsofincreasedcomputingpower,networkgrowth,storagecapacitygrowth,andbandwidthgrowthprovideentirenewcomputingcapabilitieswitheachsuccessivegenerationTheideaofareal-timevideophone—relyingonbandwidth,computingpower,andstorage—wasoncesciencefictionandisquicklybecomingarealityDistributingdigitalqualitypre-recordedandlivemusicandvideo,againrelyingonbandwidth,computingpower,andstorage,hasbecomearealityonlyinthepastyearForwardthinkingcompaniesareemployingthesenewtechnologycapabilitiestobreaktherules,transformingexistingindustries,andcreatingentirenewonesThisconvergenceoftechnologydevelopmentandresultantnewbusinesspracticesaremakingtraditionalbusinessmodelsveryunstableandforcingcompaniestocannibalizetraditionalmarkets,andadoptthesenewbusinesspracticesiftheyaretosurvivePuttingitallTogetherWhentaNewBusinessPractices—

WinningintheDigitalEconomyNewBusinessPractices—

WinnTheadventoftheDigitalEconomyisaltering“traditional”businessparadigmsComputingerasesinformationasymmetriespreviouslyusedtoobtainmarketpowerDigitizationwillblurindustry,enterpriseandgeographicboundariesKnowledge,facilities,andcapitalwillbemoreeasilyaccessibleeliminatingtheexistingasymmetriesSupplychainsaremovedfromasequentialflowofinformationtoparallelactivitiesDigitizationwillenableimmediateaccesstoinformationbyallparticipantsProducts,services,relationshipsandfundsareexchangedandalteredsimultaneouslyThechangeswillimpactoperationsfirst,andultimatelychangethestructureofentireindustriesContentandcomputingstandardsreducehighswitchingcostswhichpreviouslycreatedexitbarriersforcustomersTheadventoftheDigitalEconSeveralcharacteristicsshapethedigitaleconomyTime-ValueCompetitionContentandcontainersIntelligentMarkets-theDigitalValueNetworkIntelligentexecution-competingoninsightIntelligentorganizationsSeveralcharacteristicsshapeIntheDigitalEconomy,consumerswillhavetoomanychoices,toomuchinformation,andfartoomuchcomplexitytodealwith.Whattheywon’thavenearenoughofisTIMEIncorporatingTimeintoyourofferingwillbecomeaprimarydifferentiatorofproductsandservices.UnderstandingandcommunicatingtheTime-ValueofanofferingwillbeakeytosuccessTime-ValuecompetitionTimeAvailableforDesiredActivitiesTimeAvailableforRequiredActivitiesConsumerPerceptionofTimeConsumptionAgriculturalIndustrialDigital

EconomyEconomyEconomyIntheDigitalEconomy,consumTimeValueCaseStudy—MobilSpeedpass“…toachievecompetitivedifferentiationandcustomerloyaltywithinourtargetmarket,wechosetofocusourstrategyoncustomerservicebasedonspeed(ortime)andconvenience.”—BrianBaker,President,NorthAmericanMarketing&RefiningWhetheryouhavethekeytagorthecartag,Speedpassusesanelectronicsystemlocatedinthepumpto“talkwithaminiatureradio-likedevice(atransponder)Together,theseelectronicdevicesprovide“instant”accesstogasolinebyautomaticallychargingfuelpurchasestothecreditcardyouselectedwhenyouenrolledTheSpeedpasssystemoperatesonadedicatedtransponderidentificationcode.YourcreditcardcoderemainsoutsidetheSpeedpasssignalsystem,maintainingtheconfidentialityofthatinformationandprotectingyouraccountfromunauthorizeduseTimeValueCaseStudy—MobilTraditionally,productshavebeeneitherpredominantlycontainers(physicalobjectssuchasautomobiles,compactdiscs,videoplayersetc)orcontent(intelligencethataddsvaluesuchassoftware,printmedia,GPSsystemsetc)Themarketisdemandingintegratedcontentintensiveproductsandservices.MicroprocessorsarebeingintegratedintoallkindsofproductsallowingfortheincorporationofdigitalcontentandintelligenceIndustryAirlinePharmaceuticalAutomotiveChemicalContainerAirplaneDrug/TabletsAutomobileChemicalsLoadbalancinglogic,navigationsystems,securitychecksDosageschedule,Usageschedule,RefillreminderGlobalpositioning,selfdiagnosticmaintenance,securitysystemsConditionssuitabilitymonitoring,lot/expirationandusagetrackingContentandContainersContentTraditionally,productshavebContentandContainerCaseStudy—GMOnstarMedialEmergencyAccidentServicesRoadsideAssistanceConvenienceServicesContentandContainerCaseStuIntelligentMarkets—TheDigitalValueNetworkValueChainsarebeingtransformed,theinternetandothertechnologiesareprovidingthecapabilitytofullyintegrateallplayerstoincreaseefficiencyanddelivernewlevelsofvaluetotheconsumerCustomersCustomersInfomediaryDigitalValueNetworkTraditionalSupplyChainInfo/NetworkPlatform=GoodsFlow=FundsFlow=InformationFl