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

• 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 At YAM, acquiring a major Information Service customer

takes 3 to 9 months.takes 3 to 9 months.

Know what Internet can do best for you

• B2C (On-line retailing)– Back to College

• CRM (Customer Retention)– Cost Real Money

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

Click and Mortar (Cont.)

• Chain Store, Retailor (Logistics Type Service)– QR/ECR, SCM

• Manufacturing, OEM– Virtual Factory

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

e 化 Traveler Service

ParisOct 20, 2000Cloudy, 3 C YAM Travel

Back A Back B

CT #002 3:30 pmTPE->SFO* delayed 5 hoursa: DT #007 2:50 pmb: ET #005 3:55 pmbook a book 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

Universal Messaging

Portabilit

y

Asychronous

Fax

GSM

eFax

Fax-@

email

Phone

SMS

gateway

Voice Portal

wap

Wap portalBrowser

PDA

Http://ec.cycu.edu.twHttp://ec.cycu.edu.tw

Content, Community, Communication, Commerce

Virtual Virtual CommunityCommunity

ContentContent ProviderProvider

OperatorOperatorMobileMobileServiceService

GatewayGateway

CommerceCommerceSiteSite

InternetTelecom

Web

Deployment of M-Commerce

The Vision is “Pervasive Web”

蕃薯藤大陸 3C 通路佈局（賽博數碼廣場）

FlagshipFlagshipFranchiseFranchise

ITGO (eMarketing)ITGO (eMarketing)SCMSCM

Geography coverage, Speed, Right TargettingGeography coverage, Speed, Right Targetting

Membership, Stickiness, Repeat Buy, Cross-sellingMembership, Stickiness, Repeat Buy, Cross-selling

Cost-Efficient, Control, SpeedCost-Efficient, Control, Speed

ClickClick andand MortarMortar

11

22

33

ee 化主動行銷化主動行銷

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

the Informed Buying Cycle智慧型消費者的時代來臨

TV, Newspaper,TV, Newspaper, MagazineMagazineBook, PRBook, PR

(but, content itself(but, content itself is the best marketing tool)is the best marketing tool)

Consumers Need Trust Trust to Get Closer

ImagingImaging

Web Publishing,Web Publishing, email,email,

A/V ServerA/V Server

Need InfoInfo to Make Decision

ConsiderationConsideration

E-Payment (w/ SCM)Fund Transfer,

COD

Need Mechanism Mechanism to Buy Actually

PurchasePurchase

1 2 3

StrategiesStrategies

Tactics

Rationale

Impacts of Internet/Intraneton Corporate Strategy

一般性 專業性

廣 窄

資源性質

事業範圍

移轉 共享協調整合

財務導向 營運導向管控

Src: HBRSrc: HBR

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。

Taiwan’s SME

• >1,000,000

Own IT, Hire service teamOwn IT, Hire service team

IT not requiredIT not required

IT required, cannot affordIT required, cannot afford

裕隆，台積電

日盛，台塑

家庭式鐵工廠，鄉下建材行

YAM Confidential

“Knowledge Portal”

Company PortalCompany Portal

Personal PortalPersonal Portal

Industry PortalIndustry Portal

Internet PortalInternet Portal

Custom

ers S

erved

IT Complexity

Thin Client ASP Own IT

YAM Confidential

Enterprise Information Portal

Knowledge Portal

Employees as CustomersEmployees as Customers

電子商業技術展望

Thin Client

Hosting

ASP

Own IT

SB MB

e-Commerce

CRM

KM/e-Learning

SCM

E-Business

Storefront/Auction

Business Drive

IT

IT

Com

plexity

Com

plexity

Biz ScaleBiz Scale

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

YAM Confidential

B-to-B eCommerce 模式與策略

• Buyer’s solutions– procurement

• Seller’s solutions– e-dealer, customer care, CRM

• eMarketplace– Trading– Hub

B

S

S

SW

RS

RS

RS

S RSbuyer supplier reseller Wholesale

S

S

S

B

B

B

B

W

YAM Confidential

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

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

ASP Business Segments

• B2C• B2B

• EIP• eLearning

• Commerce Hosting• Affiliated Store• eMP• Virtual Company• EIP ASP• eLearning ASP

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)

YAM Confidential

S

S

S B

B

B

B2C

eLearning

HR

Company Portal

Industry Portal

Sbuyer supplier Hosted reseller

B

Consumer Market

RS

RSCorp. store

A Scenario

YAM Confidential

ContentContent Core TechCore Tech Call CenterCall Center

LegacyLegacyeCommerceeCommerceTraffic/ProfileTraffic/Profile

Customer BaseCustomer Base

DistributionDistributionCenterCenter

((Now)Now) ((Future)Future) PartnersPartners

eBusiness IT components

CRMCRM

e-Learninge-Learning

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

YAM Confidential

Domain ExpertiseDomain Expertise

SecuritySecurity Economic ScaleEconomic Scale

Criteria of business development

• Ability to replicate

• Scalability

ScaleScale upup

ReplicateReplicate

MarketshareMarketshare

YAM Confidential

Ability to Replicate

• Replicate to – different territories– different categories

• Leverage– system, biz models, connections, domain know-

how, partnerships

YAM Confidential

Revenue Streams at YAM

Sponsorship: 104, Hrgini, CNet

ASP / Information Service: Eva Air, Hrgini, Eslite, Loyo

Cobrand Privilege: Bid.com, Allproducts

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