Presentation on theme: "LEADING YOUR COMPANY TO THE WEB Ned C. Hill, Dean Marriott School Brigham Young University."— Presentation transcript:
LEADING YOUR COMPANY TO THE WEB Ned C. Hill, Dean Marriott School Brigham Young University
Electronic Commerce: A Quick Overview F What’s wrong with the old paradigm? F What is e-Commerce? F How large is the market? F How is e-commerce (and the Web) changing business? F Should my company enter Web-space? F What we are doing in the Marriott School and at BYU
What’s Wrong with the Old Paradigm?
The Paper-based Commercial Transaction Seller Buyer Mail Carrier Banking System Request for Quote Quote Purchase Order Invoice Bill of Lading Check and Remittance Advice Check
Keying in the Paper World Keying Postal System Seller’s Computer System Buyer’s Computer System
What’s Wrong with this Picture? F Labor intensive F Slow F Error prone F Uncertain F Excessive inventory (and cash) F Bottom Line: IT’S EXPENSIVE
What Can We Do? F Option 1: Make paper work harder F Option 2: Get rid of the paper altogether
Definitions of e-Commerce Simple: “The selling of products and services using the Internet.” More General: The use of computer and communication technology to facilitate the information exchange between two parties in a commercial transaction.
Primary Types of e-Commerce F Paperless: –Application to application u Electronic data interchange (EDI) u Financial EDI (firm to bank) u File transfer –Manual to application u Web applications u Electronic order entry u
Additional Types of e-Commerce F Physical media assisted by computers: –Facsimile transmission –MICR, OCR, ICR –Bar coding –RF –Voice recognition
Map of e-Commerce All Electronic All Paper EDI, FEDI, FTP Traditional Paper Transactions FAX MICR, OCR, ICR, Bar Coding Internet, , E-trade
Payment and Remittance Advice An e-Commerce Transaction Seller Buyer Carrier Banking System Request for Quote Quote Purchase Order Invoice Bill of Lading Goods
Manual Processes in an e-Commerce World Keying Computer Network (VAN, Internet) Seller’s Computer System Buyer’s Computer System Translation P.O. Invoice RA F.A.
Benefits of e-Commerce F Lower personnel costs F Reduced error rates F Faster cycle time F Improved customer service F Reduced inventory F Fewer stock-outs F Reduced paper handling costs F Faster payments F Better control over information
What is the Size of the U.S. e-Commerce Market? F Accurate data is hard to find F Three measures –Number of online households –Revenues from Web advertising –Dollar volume of transactions through the Web F This is NOT the entire e-commerce market –EDI market is even higher than Web market
Online Households From Net Profit by Peter S. Cohan Million
Web Ad Revenues From Net Profit by Peter S. Cohan $ Million
Business Through the Web Est. from the U.S. Department of Commerce $ Billion
Cost Curves F Labor costs F Paper costs F Building costs vs. F Computer costs F Telecommunication costs
Faster and Faster! Time Required to Transmit the 32 Volume New Encyclopedia Britannica F 1200 bps modem……………………..…28 days F 28.8 Kb modem………………………..28 hours F Basic Rate ISDN…………..……….…6.3 hours F T-1 line………………….……….….31 minutes F T-3 line………………………………..1 minute F ATM-SONET (OC-3)…………… seconds F ATM-SONET (OC-12)………… seconds F Newly proposed technology…….005 second
How the Web Changes Business Broadcast: 1 to NNetwork: N to N Sellers more powerfulBuyers gain more power Customer loyaltyLess customer loyalty High barriers to entryLow barriers to entry Speed: slowSpeed: very fast Charge for each productOften give away products Transactions costs: highTransaction costs: low TraditionalWeb
Should My Company Enter Web-Space? F Do we have $100,000 to $200,000 to invest in launching a Web site? (And are we willing to invest in maintaining it?) F Are our competitors involved in the Web? F Do our customers demand Web services? F Do we have customer service opportunities that could be improved via the Web? F Is a significant portion of our customer base under the age of 30? F Do we want to be in business 2-5 years in the future?
Three Stages of Web Involvement F Stage 1: “Brochure” –One-way information broadcast –Lowest cost, easiest to maintain –A holder for your place in e-commerce F Stage 2: “Basic Transactions” –Offer basic transactions: orders, payment –Requires significant maintenance, real-time processing –May compete with existing business avenues
Three Stages of Web Involvement F Stage 3: “Complete Business Partnership” –Multiple transactions with customers –Integrated functionality –Builds customer loyalty, long-term relationships –Involves major funding commitments
Three Stages of Web Involvement Stage 1 Stage 2 Stage 3 Cisco: Product Info.Design OrdersStatus Customer serviceDelivery Payment LandsEnd: Catalog Orders WSJ: News
Suggestions on Entering Web Space F Keep your focus on your customer--don’t get lost in the technology F Use EC to improve processes and information flow--don’t pave over old cow paths F Develop customer loyalty by providing multiple connections that add value F Partner when necessary to widen your ability to provide services
Can We Sell Through the Web? Product Simple Complex Unskilled Sophisticated Customer Knowledge Level Web Applications Difficult/Impossible Web Applications OK Web Applications OK Web Applications OK but Must Be Sophisticated
Can We Sell Through the Web? Product Simple Complex Unskilled Sophisticated Customer Knowledge Level Cisco Dell Amazon.com Term insurance Estate planning Groceries
Suggestion: Analyze the Timelines You Create for Your Customers F What processes do they go through to find us? F How do we tell them about our products? F How do they order from us? F How do they contact us about customer service problems? F How do they pay us? F What other information would they like to have about status, payments, availability, etc., and how do they get it?
Determine Your Timelines Seller Buyer Mail Carrier Banking System Request for Quote Quote Purchase Order Invoice Bill of Lading Check and Remittance Advice Check Time delays, internal processing, costs, bottlenecks
Want to Find an Internet Business Opportunity? Hint: Study Possible Timelines F Consumer shopping F Applying to college F Buying a house F Booking a flight F Checking out a book from a library
Illustration: NetRoadshow F Public stock and bond offerings F Old timeline: –Executive visits to possible customers –Extensive exchange of paper information F Innovation: –Create electronic roadshow –Customers get passwords to watch at leisure –Information exchanged electronically –Sales calls follow F Results –SEC approved –Over 400 shows in 1999, at $20,000 each –Goldman Sachs, DLJ, Bear Stearns use –Company acquired for $50M by broadcast.com
The University--As a Business F BYU located in Provo, Utah F 31,000 students--largest private university campus in U.S. F 300,000 alumni F 6,000 employees F $300 million annual budget F Cost structure: 80% salary
The Marriott School of Management F 110 faculty F 5 masters programs, 2 undergraduate –MBA, top 50 (tops in “payback”) –Masters of Accounting, number 2 F 2,300 undergraduate students F 700 graduate students F 1,100 graduating students per year
Why We Entered Web Space F Marketing –Competition uses Web extensively –Image is important (rankings) F Desire to improve “customer” service –Prospective students –Current students –Alumni –Recruiters F Desire to extend influence internationally F Need to contain costs/positions
How We Did It F Used outside consultant to develop strategy –Brought together all programs and functions –Developed list of priorities –Coordinated with rest of university efforts F Formed a Web development team –Four students plus full-time staff member F Analyzed top Web sites from other universities and companies F Developed plan to phase in Web site over time
Marriott School Web Site F Phase 1: Infrastructure and design –Went online Aug. 30th –Primarily information (“Brochure Stage”) –Navigation tools developed F Phase 2: Database integration –Data base driven pages (Oracle) –Some transactions (applications) –Ease of maintenance –Online spring 2000 F Phase 3: Transactions and customization –Multiple transactions and value-added services –My Marriott, My Courses, My Students, etc. –Online fall 2000
Other Uses of e-Commerce at Brigham Young University F Grade transcriptsEDI F Telephone billsEDI F Inter-library loansEDI F ApplicationsInternet F Student loan documentsEDI F Course registrationIntranet F Ordering suppliesInternet F Course deliveryInternet, etc.
Technology Goals at BYU F Permanent address for all students/alumni F Moving towards use of Internet for 100% of applications and registrations F Apply EDI to purchasing, invoicing, prices, etc. F Move 100 correspondence courses to Internet by Jan 2000 (then 200, 300, etc.) F Intranet-based services for students, alumni, recruiters, etc. F Increase electronic holdings for library F Use of Internet to assess teaching, services, etc. F Will soon require laptops for all students
Changing the Educational Paradigm F Utilize technology to help deliver course content F Asychronous vs. synchronous F Mixed-mode learning F Use professors for what they do best –Mentoring –Q & A –Discussion subjects F Use technology for what it does best –Exercises –Factual material –Objective testing
Examples of Computer-Assisted Courses F ChemistryReplaces lectures F Rat LabDecreases costs F Bacteriological LabAllows experiments F Engineering TechnologyControls equipment F LanguagesAdaptive learning F MusicVisualizing Bach F AccountingRepetitive drills Course Key Feature
Conclusions F Technology is changing the business (and the educational) paradigm F Learn all you can about e-commerce F Direct benefits of e-commerce are impossible to measure--but can you measure the value of your telephone? F You will be doing e-commerce sooner or later-- might as well get started now!
References on e-Commerce F Peter Cohan, Net Profit, Jossey-Bass, investing and competing in the Internet business world F Bruce Judson, Hyper Scribner, good commentary on online business opportunities F Nicholas Negroponte, Being Digital, Knopf, one of the most insightful commentaries on the Information Age F Karen Southwick, Silicon Gold Rush, Wiley, strategies for developing a high-tech business F Don Tapscott, The Digital Economy, McGraw Hill, how the Information Age will impact the economy F Don Tapscott, Growing Up Digital, McGraw Hill, how the younger, computer-literate generation will change business and the world