咨询管理战略组织项目麦肯锡工具评估 DUS-0230-90000-01-08_E.ppt

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1、-1-B2B e-commerce opportunities for Swisscom Discussion paper SwisscomBern,January 26th,2000Roland Berger&Partner GmbH International Management ConsultantsBarcelona Beijing Berlin Brussels Bucharest Budapest Buenos Aires Delhi Detroit Dsseldorf Frankfurt Hamburg Kiev Kuala Lumpur LisbonLondon Madrid

2、 Milan Moscow Munich New York Paris Prague Riga Rome So Paulo Shanghai Stuttgart Tokyo Vienna ZurichDUS-0230-90000-01-08_E.ppt-2-This document was created for the exclusive use of our clients.It is not complete unless supported by the underlying detailed analyses and oral presentation.It must not be

3、 passed on to third parties except with the explicit prior consent of Roland Berger&Partners.Content PageA.The B2B e-commerce market3B.B2B business models11C.B2B activities of telcos 22C.B2B opportunities for Swisscom26D.Project proposal 38E.References Roland Berger&Partners,Competence Center InfoCo

4、m 40DUS-0230-90000-01-08_E.ppt-3-A.The B2B e-commerce marketDUS-0230-90000-01-08_E.ppt-4-USA:Internet business is already bigger than telecom business Source:Roland Berger&PartnersUSA 1998 Revenue per industry bn.US$+50%p.a.DUS-0230-90000-01-08_E.ppt-5-Within the Internet market the US e-commerce co

5、vers today nearly 50%Segmentation Internet business,USASource:Roland Berger&PartnersHardwareSoftwaree-commercebusiness SeattleSilicon ValleyNew YorkBostonDUS-0230-90000-01-08_E.ppt-6-The European B2B market shows similar growth rates like the US marketSource:IDC,Roland Berger&PartnersWestern Europea

6、n B2B e-commerce marketspendings in billion US$eeeee+138%p.a.DUS-0230-90000-01-08_E.ppt-7-B2B segment within the e-commerce market with highest potential.B2B service market already higher market(B2C)Market growth e-commerce USA US$bn.Source:Roland Berger&Partners analysise-commercebusiness 19992003B

7、usiness-to-consumer19992003Business-to-business(Services)19992003Business-to-business(Goods)+56%p.a.+78%p.a.+87%p.a.DUS-0230-90000-01-08_E.ppt-8-4 mutually supporting drivers fuel the growth of B2B e-commerceBusinessTechnologySource:Roland Berger&PartnersMarket OpportunitiesWorld market accessNew sa

8、les channelInformation accessRange of supplierProcess streamliningCost savingsFlexibilitySpeedEfficiencyAvailabilityIncreasing Internet penetrationCheap bandwidth“Off-the-shelf”productsTransaction processing servicesStandardizationOpen standardsSecurityCommon platformsData exchange formatsSupporting

9、marketdriversB2BDUS-0230-90000-01-08_E.ppt-9-The evolution of B2B e-commerce started with EDI and may evolve in several directions1)Vertical PortalsExtranetsVortals1)AuctionsCommunities.?Network ofindependent marketsHubsInternet based transactions within a limited community of trading partners.Sever

10、al kinds of markets co-exist or competeBroad access to all kind of regions,products and services from any market.Marketplaces are merging or cooperatingMVVVBBB“Portal”“Extranet”MVVVBMMMBVVVBVBBVMVendorVMarketMBuyerBEDIPhone Paper FaxOne to one“hardwired”business relationshipsVBtSource:Roland Berger&

11、Partners80902000DUS-0230-90000-01-08_E.ppt-10-From order management and product merchandising over customer management and fulfillment B2B can be very complex!Functional domains of B2B e-commercecatalogpricingpromotionsshowcasesup/cross-sellscontentsearchconfigurationsurveysbuying advisorcampaign ma

12、nagementorder entrybillingRFQ/RFIorder processingpaymentsaccountsreplenishmentsconsumptionwarrantyapprovalscontractswarehouseconsignmenttransportationinventorypick/pack/shipcustomer retentioncustomer acquisitioncustomer activitycampaign managementcampaign executionactions enginerecommendations engin

13、eemail campaignsadvertisingcomplianceSource:Interworld,Roland Berger&PartnersDUS-0230-90000-01-08_E.ppt-11-B.B2B business modelsDUS-0230-90000-01-08_E.ppt-12-In the B2B market exist several opportunities along the value chainBusiness opportunities in the B2B value chainClient SoftwareClient systemIn

14、tegrationAccess ProvidingMarket ServicesMarketplace OperatingMarketHostingMarketSoftwareBusinessoppor-tunityexamplesExtranet trading network softwareIntegration service for selected software componentsProvision of access to trading platform of any kinde-logisticse-financialContentMarketplaceCatalogu

15、eMall operatorExchangeAuctionPinboardProcurement ExtranetVertical orientedHorizontal orientedHosting servicesSoftware components for virtual marketsSAPSiebeli2 technologiesAribaCommerce oneOraclePWCEDSAndersendebisSiemensUUnetSwisscomAT&TMCI WorldcomIdentrusBrokatDeutsche PostUPSe-steelplasticnetver

16、ticalnetevitaUUnetStratoCompanyexamplesCommerce oneAribaIntershopInterworldSource:Roland Berger&PartnersMarket with highest potential within B2BDUS-0230-90000-01-08_E.ppt-13-There are 6 basic business opportunities in the B2B-marketplace-area todayBusiness-to-business models“marketplace operating”De

17、s-criptionpricingCompanyexamplesVortalsMall OperatorBrokerAuction houseHubOperating of an focused business community specializing on an specific market segment,offers trading and other servicesHosting of e-business an provided infrastructure and integration into a shopping portalCreation of a highly

18、 interactive market-place with integrated service offering(information)Operation of a B2B anchroning platform allowing concurrent biddingsOperating of marketplace offering integrated services like logistics,invoicing,payment,Integration of the other business models Operating fees Provisions Provisio

19、ns Provisions Service eSEnronOnlineHoustonSeVConsors.dee-QXLricardobizGoIProcurementExtranetHosting of a corporate Extranet connecting producer and suppliers Service feesDaimlerChrysler ServicesWal MartUCCnetSource:Roland Berger&Partners ProvisionsDUS-0230-90000-01-08_E.ppt-14-UCCnet is the first mo

20、del of a retail extranetFrom UCC operated Extranet for communication between industry and retailLocated at the US council for standardizationUnder support of EDSauctionsystemslogisticsUCCnet-infrastructureconsumermarketingCPFR(collaborative planning forcasting replenishment)delivery onorderscanningb

21、asedretailpricesproductpicturesTrackingPOSpromotionmanagementInventionof new productsProduct care(data base)(de)authorizationProductremovalProductsearchlong termmid termshort termnot yetfinishedSource:Roland Berger&PartnersBenchmarkDUS-0230-90000-01-08_E.ppt-15-PlasticsN is an electronic marketplace

22、 that significantly improves the buying and selling process within the plastic industryPlasticsNet expects to be profitable in 2000200 sellers who pay 5,000-8,000 US$annual fees to have storefront and catalogs posted90,000 visitors a month(Oct.1999)52 full time employees,growing to be in 2000 Sales

23、up 300%in 1998,expected up 500%in 1999Planning to win 5-10%market share of the fourth largest US manufacturing segmentUS plastic market:US$370 billion per year,average growth 55%since 1991IPO planned for 2000Source:Roland Berger&PartnersDUS-0230-90000-01-08_E.ppt-16-Mit Mit eVITAeVITA will sich Deut

24、sche Post im Front-End-Sektor positionieren will sich Deutsche Post im Front-End-Sektor positionierenFitnessFitnessPostPostCenterCenterFamilieFamilieBerufBerufShoppingShoppingMagazinMagazinGenuGenuAustausch von Waren und Dienstleistungen und Dialog zwischen Anbietern und KundenAggregation einer Viel

25、zahl von Nutzern und AnbieternTraffic-Erzeugung mit ZielgruppenfokusKombination von mehreren Content Partnern(Focus Online,ProSieben Media,etc.)Intelligentes Angebot durch SuchmaschinenSource:Roland Berger&PartnersDUS-0230-90000-01-08_E.ppt-17-VerticalN creates international B2B communities and prov

26、ides its multi-industrial users with content and e-commerce solutionsVerticalNet supports more than 40 B2B communities withinAdvanced technologiesCommunicationsEnvironmentalFood serviceHealthcare and ScienceManufacturing and MetalsProcessFood and PackagingServicesEach community is individually brand

27、ed by industryMarket capitalization of US$9 billionEach site offers superior editorial content updated daily,including papers,software,industry newsAll communities foster a focused environment for buyers and sellers to do businessSource:Roland Berger&PartnersDUS-0230-90000-01-08_E.ppt-18-From pinboa

28、rds to Hubs both complexity of marketplaces and business potential are increasingComplexity of marketplaceBusiness potentialPinboardUser can show their supply and demand of productsCatalogueAggregated product assortments of different vendorsExchangeTransaction based pinboards,which can supoort realt

29、ime tradeAuctionAuctions are quiet similar to exchanges but demand driven prices are going up and down like traditional Dutch and English auctionsHubs,?Source:Roland Berger&PartnersDUS-0230-90000-01-08_E.ppt-19-Marketplaces:While in Germany pinboards still have the biggest market share,the US lead t

30、he field of auctionsSource:Roland Berger&PartnersAuctionsExchange/MatchingCataloguePinboard/BulletinboardUSAGermanyDUS-0230-90000-01-08_E.ppt-20-From pinboard and catalogues over exchanges to auctions:different marketplaces contain different sets of advantages and disadvantagesMarketplaces surveyBul

31、letin board/pinboardCatalogueExchange/Matching/BrokerAuctionEasy to realizeFreedom for the participants according advertising and pricingCheapCost reduction due to automatization and out-sourcing of order processDirect comparisons of fixed price productsSpecial conditions for special customer segmen

32、tsFiduciary function of marketplace carrierAnonymous market participationSupport of pricing processTransactions with difficult tradeble goodsFlexibility of transactionsNo anonymity for the marketplace carrier and therefore no fiduciary functionNo participant check upNo provisions for market-place re

33、sponsiblesNo support of pricing processNo anonymity for the marketplace carrier and therefore no fiduciary functionVery difficult to useNo support of pricing processRequire sensitiveness on set of instrumentsVery difficult to install from a technical point of viewRequire a high commitment of the car

34、rierFiduciary function of marketplace carrierAnonymous market participationSupport of pricing processTransactions with difficult tradeble goodsFlexibility of transactionsEasy to installNo possibility for the seller to cancel a contractTake place within a fixed time lineSeller has no choice between b

35、usiness partnersAn exact specification of the good is neededSource:Roland Berger&PartnersDUS-0230-90000-01-08_E.ppt-21-Currently the different forms of B2B portals and marketplace are convergingSource:Roland Berger&PartnersSupplierSupplierSupplierSupplierConvergedmarketplaceand portaloperatorBuyerBu

36、yerBuyerBuyerHorizontal B2B-portals:full content oriented,not transaction oriented,they are multi industrialVertical B2B-portals:community oriented,focussed on one specific industry with a large range of contentAs well marketplaces exist either as horizontal or vertical platforms and fulfill differe

37、nt functions:Pinboards/bulletin boardsCataloguesExchange/matchingAuctionsMarketplacesPortalsConvergenceDUS-0230-90000-01-08_E.ppt-22-C.B2B activities of telcosDUS-0230-90000-01-08_E.ppt-23-Telcos have a common set of strengths and weaknesses concerning the B2B value chainClient SoftwareClientIntegra

38、tionAccess ProvidingMarket HostingMarket OperatingMarketSoftwareStrengthSome Telcos run IT-service business with the appropriate know-how to perform system integration tasksTelco core competenceTelcos have extensive experience in operating large IT-infrastructuresTelco industry expertiseTelcos have

39、no experience in developing commercial business software packagesIntegration of client IT-systems is very different from the classic IT-operating know-how Telcos haveNo cross-industry know-howStiff competition from software companiesLacking experience in software developmentTelco profile in the B2B

40、value chainWeaknessSource:Roland Berger&PartnersDUS-0230-90000-01-08_E.ppt-24-Telco companies are good positioned right in the heart of the e-commerce value chain no industry player covers it all aloneCompetence matrixTelcocompanies(e.g.BT,DTAG,NTT)SystemIntegration(e.g.IBM,EDS)Softwarecompanies(e.g

41、.SAP,Commerce one)Internet Ser-vice Companies(e.g.ebay)Industryexperts(e.g.ThyssenKrupp)Client SoftwareAccess ProvidingMarket HostingClientIntegrationMarketplace Operating1)Billing/Logistic Software etc.Source:Roland Berger&Partners analysis MarketSoftware1)DUS-0230-90000-01-08_E.ppt-25-The big telc

42、os have already started activities,focusing now on the area of virtual marketplacesB2B activities of major telco companiesStrategyIntegration of fixed and mobile e-businessB2Bpro-ductsPartnersNTTBell SouthMannesmannTelefnicalBTAT+TDeutscheTelekomIntegration of fixed and mobile e-commerce infrastruct

43、ureComprehensive solutions including internet connectivity,web hosting and e-commercee-Commerce leader in Spain and Latin Americae-Enabling and operating e-marketsEnd to end busi-ness solutionsInvestments in e-Commerce startups to acquire know how and resourcesFull service provider of high quality e

44、-commerce solutionsDiff.e-business servicesAsian B2B portale-purchasingNet marketsOnline-shopsInternet-EDI-solutionsIP EDI ServiceInternet based trading commu-nity for SMEe-procurementOnline market-places planed with(SAP)Customized tele commerce plat-form for SMEB2B-pro-curement via mySAP.comCorpora

45、te exchanges for business buyers and suppliersLocalized value-added network e-commerce servicese-purchasing,net marketsSupply CenterIntranet services for businessOnline tradinge-marketplaceOnline catalogue service for SMEOutsourcingSupply-chain-managementWeb hosting and designT-Mart Online ShopsOnli

46、ne shopping solutions for producers(with sales partners,paq)Converter system for secure data transfer(EDISEL)Shopping portal with categorized vertical industry sectors)IBMTiroler systems Inc.Commerce oneCommerce One Diversint(techn.)First Call Corp.(financial applic.)SAPAribaCommerce OneSAPComputer

47、solution and finance groupCiscoNoosh Inc.IPNet solutionsPayment NetIntershopSAPMosaic Software AGSource:Roland Berger&PartnersDUS-0230-90000-01-08_E.ppt-26-D.B2B opportunities for SwisscomDUS-0230-90000-01-08_E.ppt-27-The Hub is a digital intermediary in the B2B arena which enables a many to many re

48、lationship and which combines different B2B marketplace formsBuyersShipmentSuppliersShipmentback office systems(i.e.ERP)warehouse(s)e-Commerce Huborder,account inventory,etc.orders,customer serviceorders,fulfillment pick/pack/ship fulfillment BuyersSource:Roland Berger&PartnersB2B business opportuni

49、ty HubDUS-0230-90000-01-08_E.ppt-28-TelekomNet is the Internets most complete B2B vertical hub for the network and telecommunication industryExampleTelekomNets B2B hub includesDirect e-commerce,shopping mallExpert communities and discussion groupsAuction platformSearch engine and libraryTradeshowsSu

50、pplier,distributor and(business)customer contentSource:Roland Berger&PartnersDUS-0230-90000-01-08_E.ppt-29-Swisscom can develop its B2B activities to become one of the leading Hub operators in Central EuropeBuyersShipmentSuppliersShipmentback office systems(i.e.ERP)Swisscome-commerce Huborder,accoun