intro, hvad er e business

Dias 1 - Markedsføring IV - © Andy Madsen

Intro: Hvad er e-business?

• Målet med gennemgang

– Udvikling og definition af e-business

(Electronic Commerce => EC)

– Overblik over mulighederne

– Fordele og ulemper

– Hvilken betydning har EC for forretningsdrift?

– Markedstyper, mekanismer og økonomi


e-business => KAOS

K A O S

Teknologi-muligheder

Komplekse systemer

Voldsom vækst i muligheder

Globalisering

Decentral udvikling og divergerende fokusområder

Konkurrence

Usikkerhed

Viden og videns-tilgang

”Den Digitale Revolution”E-business


Dansk e-handel blomstrer

• Handel via internettet 2001: 13 milliarder kroner

• Handel via internettet 2002: 25 milliarder kroner

• Hver fjerde danske virksomhed (med mere end fem

ansatte) modtog ordrer via nettet i 2002

• Langt den største del af e-handlen - næsten 80% - er

mellem to virksomheder eller mellem virksomhed og

offentlig myndighed

Kilde: Danmarks Statistik og http://www.computerworld.dk/default.asp?Mode=2&ArticleID=18742


Dansk e-handel blomstrer

• 91% af alle danske virksomheder (med mere end fem ansatte) havde i 2002 adgang til nettet

• Virksomhederne anvender internetforbindelser til at:

– søge information om markeder

– information om konkurrenter og lignende

– 80% anvender netbank

Kilde: Danmarks Statistik og http://www.computerworld.dk/default.asp?Mode=2&ArticleID=18742


Succeshistorier i DK:E-handel sætter gang i kludene i tøjfirma

• Postordrefirmaet Bon'A Parte har det seneste år solgt tøj via intenettet for et tre-cifret millionbeløb (143 millioner kr.)

• En tredjedel af salget af tøjfirmaets efterårskollektion røg over den virtuelle disk

(computerworld.dk - 3. dec. 2003)

www.bonaparte.dk


Succeshistorier i DK:Coop fordobler nethandel

• NETtorvet omsatte for 100 millioner kr. Jan-juli 2003

• Det er en fordobling i forhold til hele 2002

• Der kan købes varer til levering og betaling i Coop Danmarks godt 800 butikker

(comon.dk - 15. Aug. 2003)

www.nettorvet.dk


Er E-Business (kun) internet-handel?

• Gængs opfattelse:

e-handel e-business

• E-business er mere end e-handel


Electronic Commerce:Definitioner og koncepter

• The Internet has emerged as a major, perhaps eventually the major, worldwide distribution channel for goods, services, managerial and professional jobs

• This is profoundly changing economics, markets and industry structure, products and services and their flow, consumer segmentation, consumer values, consumer behavior, jobs, and labor markets

• The impact may be even greater on societies and politics, and on the way we see the world and ourselves in it



• E-commerce defineres ved forskellige perspektiver:

– Communications: delivery of goods, services, information, or payments over computer networks or any other electronic means

– Commercial (trading): provides capability of buying and selling products, services, and information on the Internet and via other online services



• Business process: doing business electronically by completing business processes over electronic networks, thereby substituting information for physical business processes

• Service: a tool that addresses the desire of governments, firms, consumers, and management to cut service costs while improving the quality of customer service and increasing the speed of service delivery



• Learning: an enabler of online training and education in schools, universities, and other organizations, including businesses

• Collaborative: the framework for inter- and intraorganizational collaboration

• Community: provides a gathering place for community members to learn, transact, and collaborate



• Electronic Commerce e-business:– Køb og salg af varer og services (men ikke

udelukkende)

– Servicere kunder

– E-Learning

– Samarbejde ml. business partners

– Electronic transactions indenfor en organisation


Electronic Commerce:I overblik ift. organisationen

Kilde: ITEK, DI


Electronic Commerce:I overblik ift. Organisationen, internt

Kilde: ITEK, DI


Danmark: Befolkningens brug af internet 2. halvår 2003

• Otte ud af ti har adgang til internet

• Seks ud af ti benytter nettet til at kommunikere

• Fire ud af ti bruger internetbank

• Fire ud af ti bruger nettet til kontakt med offentlige

myndigheder

• 15 pct. brugte nettet til kurser og uddannelse

Kilde: Danmarks Statistik


Danmark: Befolkningens brug af internet 2. halvår 2003

• Hver fjerde dansker e-handlede ”sidste måned”

• Motiver og barrierer for e-handel

– 30% vil spare penge

– 29% vil spare tid

– 22% handler, da det er nemmere at finde varerne

– 28% mener ikke de har et behov herfor

– 27% er bekymrede for sikkerheden ved betaling

Kilde: Danmarks Statistik


Danmark: Antallet af betalinger med kort på nettet

Kilde: PBS og betaling.dk

Antal forretningerPr. den 31. december 2003 havde PBS International tegnet ialt 4.311 aftaler om indløsning af betalingskort på internettet. De fordeler sig på denne måde:

2.734 aftaler til Dankort og Visa/Dankort

1.577 aftaler til internationale kort

Antal danskeinternetbetalinger med betalingskortpr. kvartal i perioden1. kvartal 2002 til og med4. kvartal 2003


Danmark: EC-readiness, Use of E-Commerce Technologies, 2002

Kilde: http://www.cbs.dk/centres/cec/publications/GEC_paper_III_DK_Sept_2003.pdf


Dimensioner i EC

Delvis EC; click-and-mortar organizations

Off-line; traditionelle; Brick-and-mortar organizations

Virtuel (pure-play) organizations


Økonomisk, indtægts-mulighederHvordan kan der tjenes penge?

• Direkte salg af produkter, service

• Transaction fee – kommission

• Subscription free – abonnement

• Salg af reklamer – ex. banner

• Affiliate fees

• Andre: pay-per-view, pay for a game, licensing


Hvilke typer EC findes der?

• business-to-consumer (B2C) : online transactions are made between businesses and individual consumers

• business-to-business (B2B): businesses make online transactions with other businesses



• business-to-business-to-consumer (B2B2C):e-commerce model in which a business provides some product or service to a client business that maintains its own customers

• consumer-to-business (C2B):e-commerce model in which individuals use the Internet to sell products or services to organizations or individuals seek sellers to bid on products or services they need



• consumer-to-consumer (C2C):

e-commerce model in which consumers sell directly to other consumers

• peer-to-peer (P2P): technology that enables networked peer computers to share data and processing with each other directly; can be used in C2C, B2B, and B2C e-commerce



• mobile commerce (m-commerce):

e-commerce transactions and activities conducted in a wireless environment

• location-based commerce (l-commerce): m-commerce transactions targeted to individuals in specific locations, at specific times



• intrabusiness EC: e-commerce category that includes all internal organizational activities that involve the exchange of goods, services, or information among various units and individuals in an organization

• business-to-employees (B2E): e-commerce model in which an organization delivers services, information, or products to its individual employees



• collaborative commerce (c-commerce):

e-commerce model in which individuals or groups communicate or collaborate online

• e-learning: the online delivery of information for purposes of training or education



• exchange-to-exchange (E2E): e-commerce model in which electronic exchanges formally connect to one another for the purpose of exchanging information

• e-government: e-commerce model in which a government entity buys or provides goods, services, or information to businesses or individual citizens


Fordele ved EC, for organisationen

• Global

• Reducere omkostninger

• Forbedringer af værdikæde (Supply chain)

• Altid åben 24/7/365

• Tilpasning til den enkelte

• Nye forretningsområder

• Hurtig fra idé til

udførelse (time-to-

market)

• Lavere omkostninger til

kommunikation og

administration

• Service

• Up-to-date info


Fordele ved EC, for (for)brugeren

• Uafhængig af tid og sted

• Altid åben 24/7/365

• Større udvalg af varer og producenter

• Billigere produkter og services

• Øjeblikkelig levering (digitale)

• Information er tilgængelig, også her-og-nu

• Deltage i auktioner

• Electronic communities

• Personalisering af produkter og services

• Skatter og afgifter (med modifikationer)


Fordele ved EC, for samfundet

• Fjernarbejde og

shopping hjemmefra

• “Hope for the poor”

(adgang til

informationer, produkter

og services)

• Højere levestandard

• Det offentlige sparer

penge, kan yde bedre

service


Fordele ved EC, for samfundet:Det offentlige sparer penge, kan yde

bedre serviceTold og Skat: www.toldskat.dk Virk: www.virk.dk

Arbejdsformidlingen: www.af.dk Sundhedsportalen: www.sundhed.dk


Begrænsninger ved EC

Omverdens pres på organisationen



Organisationernes reaktion

• Strategiske systemer (FedEx)

• Continuous improvement efforts and business

process reengineering—including business process

reengineering (BPR)

• Customer relationship management (CRM)

• Business alliancer

• Electronic markets (global => større marked)

• Reductions in cycle time and time-to-market



• Empowerment of employees (CRM, KAM)

• Supply chain improvements

• Mass customization: make-to-order in large quantities in an efficient manner

Mass customization: Production of large quantities of customized items



• Intrabusiness: from sales force automation to inventory controlSupport til repræsentanter, ansatte, designere osv.

• Knowledge management

Knowledge management (KM): The process of creating or capturing knowledge, storing and protecting it, updating and maintaining it, and using it


EC i Overblik

Omverdens pres på organisationer


intro, hvad er e business

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