Transcript chinasteel KM

From Internet Technology to
e-Business
64157 電子商務模式設計與應用
國立中山大學企管所
2002 Spring, Week 2-1
黃光彩 博士
太世科公司
2002/03/16
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太世科簡介
•太世科於2000年三月創立，是台灣發展電子商務最具代表之公司 (美林
證券報告)
•太世科股東：中華開發、長榮集團、新光集團、大榮貨運等
•核心競爭力：知識管理及電子商務顧問服務
•太世科產品：IAM知識管理系統，TRADE360線上通路管理、電子採
購管理、網路貿易商、電子商務市集等
•成功案例：工研院知識管理系統、長榮海運電子文件交換系統、統一
集團線上共購系統、華登醫貿網、康那香企業入口網站等
•發展策略：結合產業領導廠商加速國內企業E化及K化程度，增加企業
核心競爭力
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大綱
What is Internet World?
Internet Technology
What is Electronic Commerce?
Summary
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The Internet World
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The Internet World
Internet for Business
Connecting Business, Delivery Knowledge
Customers
Business
Suppliers
Marketing
Buying/Selling
Fulfillment
Service
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E-Commerce Frameworks
Source: On the Road of Electronic Commerce -a Business Value Framework, Gaining Competitive Advantage and Some Research Issues, Michael
Bloch *, Yves Pigneur ** & Arie Segev,
http://www.stern.nyu.edu/%7Embloch/docs/roadtoec/ec.htm#bib3
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Online vs. Internet
• Open versus Closed Architecture
• Controlled versus Uncontrolled Content
• Metered versus Flat Pricing Schemes
• Innovation versus Control
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Internet Architecture
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大綱
What is internet world?
Internet Technology
What is Electronic Commerce?
Summary
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Frameworks
What is Telecomm?
Chronological development of technology
n-tier Distributed Computing
Packet Switching
Web Process
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What is Telecommunications?
Transmitted
Signal
Output
Signal
Input
Information Input
Signal
Received
Signal
Source System
Agent
Input
Device
Output
Information
Transmitter
Destination System
Communications
Channel
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Receiver
Output
Device
Agent
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Types of Connections
Global
Internet
PSTN
Channel
ISP
Dialup
Terminal or
SLIP/PPP
Modem
9.6-28.8 Kbps
Global
Internet
ISP
ISDN
Channel
ISDN
Router
Customer
Enterprise
Network
Integrated Services
Digital Network
(ISDN)
64 Kbps
Asymmetric Digital
Subscriber Line
(ADSL)
64k~640kbps
512k~6Mbps
Global
Internet
ISP
Leased
Circuit
Router
56 Kpbs
1.544 (T1)
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Customer
Enterprise
Network
Leased Lines
T1 or T3
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Chronological development
Standalone Mainframe
Timesharing, Multiprogramming: Dumb
terminal
Invention of Minicomputer, then Personal
computer: Decentralization, then
distributed computing
Emergence of n-tier distribution
computing model
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Computing Model
Three tier computing
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User Side
USER POINT - OF - ENTRY
COMPUTER / WORKSTATION / LAPTOP
USER INTERACTS WITH CLIENT
THRU GRAPHICAL USER INTERFACE (GUI)
ENTER & RETRIEVE DATA
ANALYZE & REPORT
*
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Server Side
COMPUTER SATISFIES USER’S NEEDS
NOT VISIBLE TO USER
PROCESSING
ACCESS TO DATABASES
*
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Networks allow n-tier distribution computing
Can distribute functions among machines
 Editing data fields
 Error checking
 Help screens
 Calculations
 Query processing
User





Terminal
Display
Client
PC
Stand-alone PC
Server
Host
Host
Server
File server
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Types Of n-tier Distribution Computing
Distributed Presentation
Remote Presentation
Distributed Logic
Remote Data Management
Distributed Database
*
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Circuit vs. Packet Switching
CIRCUIT
PACKET
Continuous
Transmission:
Intermittent
Transmission
stream
bursty
dedicated circuit
no center
role and power of the
switch
store and forward
Traceroute (tracert)
Ping
other network management tools
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The Web Process
Main concepts:
Bandwidth,
Digital vs. Analog
Aerial vs. Terrestrial,
ISDN, ADSL
Synchronous vs. A-Synchronous
DOMAIN NAMES
Browser
URL, IP, DNS,
Cache, Log,
Firewall, plug-in
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Browsing — 1
•There exist a variety of browsers
Explorer, Netscape,
Mosaic, Lynx,
Opera, Offline browsers
•HTML, and therefore browsers, are not
Page Definition Language or systems
•Looking for dynamic, interactive
presentation
•Hence the role of PDF, Shockwave,
Java, DHTML, VRML, SSI, PHP, ASP,
CGI, etc.
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Browsing — 2
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Browsing — 3
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Browsing — 4
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Browsing — 5
an IP address is a 32-bit number that
identifies each sender or receiver of
information that is sent in packets
across the Internet.
The IP address is usually expressed as
four decimal numbers, each
representing eight bits, separated by
periods. This is sometimes known as
the dot address and, more technically,
as dotted quad notation
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Browsing — 6
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Browsing — 7
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Browsing — 8
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Browsing — 9
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Browsing — 10
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Browsing — 11
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Browsing —12
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Browsing — 13
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Browsing — 14
The cache is
often
accessible
later on.
Originally
there for
speed sake,
now makes for
a security and
privacy
nightmare
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Browsing — 15
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大綱
What is Internet World?
Internet Technology
What is Electronic Commerce?
Summary
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What is Electronic Commerce ?
Is it electronic mail?
Is it electronic data interchange (EDI)?
Is it video on demand?
Is it home shopping?
Is it home banking? Or online personal financial information
management?
Is it electronic publishing?
Is it interactive advertising and marketing?
Is it a new methodology that shows how to implement reengineering and total quality?
Answer: ????????
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What is Electronic Commerce?
First Definition: (Transaction-Orientation)
Ability to perform business transactions on a variety of
networks--Internet, cable TV, wireless, Telcos.
Seller:
- Digital Data
&Documents
- Multimedia
Content
- Programs
- Collateral
Information
Information Flow
Consumer:
Online
Transactions
- Digital
Products
- Services
- Information
Payment Flow
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What is Electronic Commerce?
Second Definition:
(Business to Business Transaction-Orientation)
Organization:
- Purchase Orders
- Inventory Info.
- Production
Schedules
- Product Info.
- Collateral
Information
Information Flow
Online
Transactions
Organization:
-
Purchase Orders
Inventory Info.
Production Schedules
Product Info.
Collateral Information
Settlement
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What is Electronic Commerce?
Third Definition: (Production-Orientation)
The online process of converting digital inputs into valueadded outputs
Producers:
- Digital Data
&Documents
- Multimedia
Content
- Collateral
Information
- Customer
Participation
Online
Production
Process
Consumers:
- Digital
Products
- Services
- Processed order
Intermediaries
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Definition of Electronic Commerce
Electronic Commerce is any “interaction” between
an enterprise and a consumer or business partner,
that is processed or facilitated electronically,
regardless if it is by voice, IVR, fax or online (data).
Customers
Business
Suppliers
Marketing
Buying/Selling
Fulfillment
Service
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Three Faces of EC
Internet, Intranet and Extranet
Productivity enhancement
Productivity enhancement
Product/company Info
External e-mail
Place order
Research
Internal E-mail
Order processing
Enterprise
communications
Employee Handbooks
Workflow Automation
Procurement (POs)
Pricing Info.
Marketing documents
Product Manuals
Order Tracking
Order Fulfillment Suppliers
Customer Support
Transactions
Advertising
Outbound marketing
Catalogs
Order Placement
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Revenue
Enhancers
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Moore’s Law
Gordon Moore, founder of Intel
Every eighteen months, processing power
doubles while cost holds constant.
Every eighteen months, you can get twice as much
power for the same price, or the same power for half
the cost
Imagine Henry Ford predicting that the internal
combustion engine would double its power every year
and a half without becoming any more expensive. By
now we'd be driving cars that could take us to the moon
for lunch. The engines in these vehicles would be given
away with the purchase of a Big Mac.
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Metcalfe’ Law
Founder of 3Com Corporation, Inventor of Ethernet
The utility of a network equals the square
of the number of users
The more people your network the more valuable it
becomes
More new users increase both utility and speed of
adoption
If you and I can call only each other, to return to the
telephone example, a phone is of little value. But if we can
call nearly everyone else in the world, it becomes
irresistible.
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Coase’s Law
Why do business executives now see technology
as their main competitor instead of their chief
weapon?
Firms are created because the additional cost of
organizing and maintaining them is cheaper than
the transaction costs involved when individuals
conduct business with each other using the
market.
As transaction costs in the open market
approach zero, so does the size of the firm.
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“The Law of Disruption”
Bits replacing Atoms. Becoming Digital.
Social, political, and economic systems
change incrementally, but technology
changes exponentially.
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Why Electronic Commerce?
Why companies do E-commerce:
more revenues
lower operating costs
lower capital costs (e.g., branch reduction in banking)
Why consumers do e-commerce:
lower prices for existing products
more convenience via new products
better service through self-service
Don’t think Zero-Sum.
Think Win-Win or Complements
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Why are Firms Interested in EC?
Focus on Revenue:
Profit = Revenue - Costs
Create new markets for existing off-line products
Create new applications for existing markets
Create new products for the online environment
Improve the quality of existing products
(e.g., use customer service to attract, serve, and keep
customers)
The Web and Internet are the focus here
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Why are Firms Interested in EC?
Focus on Cost:
Profit = Revenue - Costs
Reduce of cost of delivering existing product/services
To facilitate easier collaboration and information
exchange
To improve decision making by standardizing
information flow
To coordinate business processes or workflows
The Web and Intranets are the focus here
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Business Need:
Create New markets , Distribution, and Sales Channels
How to use cheap global advertising effectively?
New model: Advertiser does not pay!
How to target and reach a vast number of customers
effectively?
Segment the online audience
Recommendation systems
How to interact with the customer effectively?
Are Web forms the best method?
How to track and measure customer interaction?
Are “hits” really useful?
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Business Need:
Create New Products for the Online Environment
New Information-based products
Electronic Newspapers (e.g., udndata.com.tw, ClariNet ),
Online databases (e.g., globalsource, www,asianproducts.com.tw)
New Information-based Services
Payment Brokers (e.g., First Virtual),
Food Retailing Brokerages ( e.g., Peapod)
Flower Delivery (e.g., flowerdj.com)
Electronic Publishing (e.g. amazon.com)
New industry categories
Edutainment = Entertainment + Education (e.g. Disney Online) … and now:
“SHOPTAINMENT”
On-demand Services (e.g., news on demand, knowledge on demand,
librarian on demand)
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Business Need:
Improve Customer Service and Support
Customer service via Telecom Call Centers is information
intensive and very expensive
Customer service follows the 20-80 rule, i.e., 20% of customers
take 80% of the time
Customization and flexibility are making customer service more
difficult and challenging
Possible solutions: Integrating call-centers with the
Web to augment delivery channels
Electronic publishing with database access
Internal call-centers: Automated help-desks staffed by software
agents
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Business Need:
Coordinate Business Processes or Workflows
Financial
Management
Operations
Electronic Data
Interchange
(Procurement)
Team-based
Enterprises
Internet Enabled
Process Coordination
Marketing
&
Sales
Outsourcing
Corporate
Communications
Customer
Service & Support
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Internet Need:
Improve Decision Making in Time-constrained
Operations
Planning Decisions
Strategic Goals/Objectives
Database marketing
Supply-chain
Management
Tactical or Competitive Decisions
Sales Force Automation
Problem solving and firefighting
Operational Actions
Standard Solutions
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大綱
What is Internet World?
Internet Technology
What is Electronic Commerce?
Summary
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The Paradigm Shift:
Reduce Cost, Improve Service in Order Management
CURRENT
(Company-Defined Access)
800
 Mail

COMPLETE
THE CALL
Information
Database
EMERGING
Customer Sales and
Service History
Database
(Customer-Defined Access)
COMPLETE THE
TRANSACTION
800
 Mail

The Web/Online
Services
Fax
 On-line

Inventory
Systems
Order
Processing
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Delivery
Systems
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The Paradigm Shift:
Reduce Time-to-Market in Supply Chain Management
Enterprise Knowledge Portfolios
CURRENT
Customer
NEAR TERM
Customer
EMERGING
ENTERPRISE
FOCUS
800
Retailer
Manufacturer
Supplier
Collaborative
Systems
800
Fax
On-line
Retailer
Shared
Market Data
Manufacturer
PARTNER
FOCUS
Supplier
CUSTOMER
FOCUS
Virtual
Shelf
The Web
Customer
Manufacturer
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Supplier
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Making Service is Easy – TeleWeb Center
Connect your consumer with an advisor through a
TeleWeb Systems Knowledge Exchange.
TeleWeb Center connects your consumer to:
The right person – sales, customer service, partner, or other expert
At the right time – real-time, asynchronously, or scheduled
Using the right medium – email, phone, or instant messenger
Consumer
Your
Content
TeleWeb
Knowledge
Exchange
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Agent /
Advisor
=
Revenue
& Loyalty
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The Knowledge Creation & Improvement
process architecture & workflow
Feedback
Expert
Web
CRS
Knowledge
Portal
TeleWeb
Center
Editor
Knowledge
Improvement
Knowledge
Creation
Technical
Data
Marketing Reference
Data
Data
ERP
Data
Really Excellent Database
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電子商務的領導者
TASKCO
Connecting Business , Delivery Knowledge
Thank
Thank You!
You!
黃光彩
太世科公司
E-mail: [email protected]
Tel: 02-8772-2300 x110
Fax: 02-8772-2301
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