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eBiz 현 미래

1999.12.16

단 상경학순

sbkwon@ieee.org

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Contents

• What is Biz Model?

• What makes eBiz model so important?

• Literatures of eBiz model

• What for eBiz Model?

• Example of eBiz Model Extension

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Business Model

• Definition– An architecture for the product, service and information flows,

including a description of the various business actors and their roles; and

– A description of the potential benefits for the various business actors; and

– A description of the sources of revenues.

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Business Model Example – GE TPN

내 고객 매 서

DB

찰기업

찰기업RFQ

사양

RFQ, PO

Q, PO Ack

고객

고객

• eProcurement Model– Actors and their Roles / Potential Benefits

– Product/Services

– Information Flow

– Source of Revenue

물

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What makes eBiz model so important? (1)

• Traditional Biz Model– Limited Control Factors

• Marketing Mix (4P: Product, Price, Place, Promotion)

• Production Method (Mass Production, Flexible Production, …)

• Characteristics eBiz Model– Easy Creation of New Model with Various Structures

• IT enables

• Within corporation and outside partners

– Easy Change of Biz Structures• Polymorphism

– “We are a different company every 3 months,” – eBay

– Technology-Driven• Ex) WAP(Wireless Application Protocol)

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What makes eBiz model so important? (2)

• Outrageous business models in eBiz– Buy.com

• 원가 하 판매

– Hotmail, Hanmail (다 )• 무료 E-Mail 계정, 무료 Homepage (20MB)

– Yahoo, Altavista• 무료 PIM(Personal Information Management) 서비스

• 무료 뉴스

– AOL • Free PC(eMachine’s $399 Tower)

• CompuServe 넷 접속 3년 계약 (월 $21.95)

– Netscape • Free Web Browser (Disintermediation)

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What makes eBiz model so important? (3)

• Amazon vs. eBay

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Literature of eBiz Model - #1

• Timmers– Define 11 Biz models

– Taxonomy By Porter’s Value Chain1. De-construction of value chain

– Recognition of VC elements

2. Interaction Patterns

3. Re-construction of value chain

– Integration of information processing across a number of steps of value chain

– Classification of eBiz Models by 2 dimensions• Degree of Innovation (ex: externalising, offering new functions)

• Functional Integration

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Timmer’s Classification of eBiz Model

– Competitive advantage

– Commercial viability

Yahoo

Verisign

Fedex, UPS

FireFly

GM, Ford Compliance

GE TPN, JAL

PartnerNet

Citius, TradeZone

e-Bay

Travelocity, 1-800-Flowers

Cendant, CsClub

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Grouping of Timmer’s eBiz Model

Seller Controlled Service Providing

Buyer Controlled Integration

Neutral

Yahoo

Verisign

Fedex, UPS

FireFly

GM, Ford Compliance

GE TPN, JAL

PartnerNet

Citius, TradeZone

e-Bay

Travelocity, 1-800-Flowers

Cendant, CsClub

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웹사 트

웹사 트

웹사 트

Distribution Channels and eBiz Model

• Traditional Biz Company with Established Channels

고 객

E-Broker

E-shop

Distributor Dealer

Retailer

웹

기존 매체, 물 적연결

웹사 트

제조회사

B2B with many Dealers

B2B with D.

B2B with some R.

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• Friedman, Anderson Consulting

Literature of eBiz Model - #2

• Mass Production

• Information Provision by Seller

• Intermediary

• Bundling (ex: InsureMarket.com)

• Channel Integration

• Customer Intentions

• Intentions Value Networks

Ex) ThirdAge.com

Seller-Driven

Customer-Centric

Buyer-Driven

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Friedman’s eBiz Model Analysis

TraditionalSeller Driven

Model

CustomerCentricModel

BuyerDrivenModel

Nature of Demand

Power Shift

IntentionsProduct

High

Low

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Friedman’s Buyer-Driven Model

– Consumer Intentions• Ex) Intention of a secure, healthy and productive retirement

• To fulfill this intention

– More than dozens of product and services

– Many complex decisions

– Process over several years

– Intentions Value Networks• Provider Alliances

– Cross-industry Providers

• Integrator

– A single firm that oversees a network of approved suppliers, provides information about product and objective advice.

– Understand the customer’s values, needs, behavior and preferences

• Customized Intention Solution

– Cf) Infomediary by Hagel III

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Literature of eBiz Model - #3

• Berryman’s Market Positioning Strategy

Direct Marketingat E-shop(Cisco)

E-mall

E-mallE-Broker

E-mall

E-ProcurementPurchaseaggregator

Purchasingagent

Purchaseaggregator

E-mallE-Auction

Low High

Brand Awareness

Pro

du

ctio

n D

iffe

ren

tiat

ion

On

e o

f th

e P

ack

Lea

der

Bu

yer

Siz

e

Sm

all

Lar

ge

Few Many

Number of Potential Suppliers

For Sellers For Buyers

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Literature of eBiz Model - #4

• Schmid’s Reference Model

Business View

Business Model

Transaction View

ServiceView

InfrastructureView

Market Transactions and Business Scenarios

Mediating Electronic Product Catalog

Electronic Contracting Tool

Computer Integrated Logistics

Communication Infrastructure

Market Transaction

Information Phase Agreement Phase Settlement Phase

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Literature of eBiz Model - #5

• Source of Revenue– 너 고 치: news site, webnara.com

– 제 : E-shop

– 개 : linkexchange.com

– 거래수수료: E-mall, E-auction, E-broker

– 소비 회원 가 비: peapod.com

– 공급 회원 가 비: E-mall

– 소프트웨어 판매: naver.com, personalogic.com

– 서비스제공 비 : e-mail marketing

Source: 경전, “ 터넷비즈니스모 발전방향,” 계MIS학회, 1999. 11. 26

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Extension of eBiz model - Example

• Wireless Internet– Technology-Driven Model Extension

• WAP(Wireless Application Protocol)– 넷 서비스 무선환경에서 효 적 로 제공하기 해서 산업체가

제안한

– 성정보 주 서비스에서 브라 져 기 서비스로

– WML(Wireless Markup Language) 기본언어로 사

– De-facto Standard• 주 무선업체 원

– 200개업체 (1999.10월 현 )

– 단말기 제조업체 95%

– 네트워크 업 75%

– 소프트웨어 업체

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WAP 아키 쳐

Web Server

CGIScripts

etc.

WM

L D

eck

sw

ith

WM

L-S

crip

t

WAP Gateway

WML Encoder

WMLScriptCompiler

Protocol Adapters

Client

WML

WML-Script

WTAI

Etc.

HTTP

출처: www.wapforum.org

WSP/WTP

Content

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WAP Protocol Layers

Internet HTML

JavaScript

HTTP

TLS - SSL

TCP/IPUDP/IP

Wireless Application Protocol

Wireless ApplicationEnvironment (WAE)

Session Layer (WSP)

Security Layer (WTLS)

Transport Layer (WDP)

Other Services andApplications

Transaction Layer (WTP)

SMS USSD CSD IS-136

CDMA CDPD PDC-P Etc..

Bearers:

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확 서비스

• Simple Transaction with Timely Information• 주가정보, 주식매매

• E-mail

• 환 정보, 킹서비스

• 경매정보

• 주 경제뉴스

• Location-specific Information• 역 날씨/ /뉴스 정보

• 역 정보 (MapQuest)

• 특정 치정보

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확 서비스

• Personalized 정보제공• PIM(Personal Information Manager) 정보

• 특정 주식정보(종 , 특 행태, 화 , …)

• 특정 스포츠 경기

• Push Service• 날씨 화

• 특정 웹사 트 해 접수( 경) 정보 전달

• Telephony 서비스• 검색 후 동 전화걸기

• Payment• 신 금에 합 후

• 양에 따 금 (NTT Docomo - 0.3엔/Packet)

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확 과 사례 - PIM

• PIM 서비스 확 사례 - 1단계

Platfom 회사 제공 비스

PC-based PIM packages*

ScheduleCalendar

Address-Booke-mail

Phone 비생산업체 Telephone NumberMobile-based

PDA PIM packages*

Web-basedMy yahoo

My Exite

CustomizedCalendarSchedule

Address-BookE-mail

*예: Lotus Organizer, MS Outlook / Scheduler

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확 과 사례 - PIM

• 2단계: PC-based Synchronization

장비의예

Palm기반

윈도우CE 기반

PC상의동기화제품

휴대장비

전화기

에릭슨

노키아

소니

EnterpriseHarmony

IntelliSync

FoneSync

TrueSync

웹포탈

Excite@Home

MSN

Yahoo!

Planet All

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확 과 사례 - PIM

– 3단계 - WAP and Web Based PIM

UserProfile

Notebook PIM

Synchronization

CGI

SevletPC PIM

WAPGateway

WAP-EnabledMobile Phone

WAP-EnabledPDA

Web Server

선

무선

TelephoneDirectory

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References

• Paul Timmers, “Business Models for electronic Markets,” Electronic Markets, Vol.8, 1998

• Joel P. Friedman and Toni C. Langlinais, “Best Intentions: A Business Model for theeEconomy”, Anderson Consulting Outlook magazine, 1, 1999

• Kenneth Berryman, L. Harrington, D. Layton-Rodin, and V. Rerolle, “ElectronicCommerce: Three Emerging Strategies,” The McKinsey Quarterly, 1998 Number 1

• B. Schmid, M. A. Lindemann, “Elements of a Reference Model for Electronic Markets,”Proceeding of 31st HICCS Conference, Hawaii, 1998

• 순범, “웹과무 동통신시스템과 통합 한기술 개 터넷비즈니스모확 사례연 ,” 계지능정보시스템학회, 1999. 11. 19

• 경전, “ 터넷비즈니스모 발전방향,” 계MIS학회, 1999. 11. 26

• Mark. E. Nissen, The Commerce Model for Electronic Redesign, Journal of internetPurchasing, Vol.1, No.2, 1997

• Jutla D.N., Bodorik P., Hajnal C., Davis, D., "Making Business Sense of ElectronicCommerce", IEEE Computer, March 1999, Vol 32, No. 3, pp. 67-75

• John Hagel III and Jeffery F. Rayport, The New Infomediaries, The McKinsey Quarterly,1997 Number 4

• Riggins, F.J., “A Framework for Identifying Web-Based Electronic CommerceOpportunities”, http://riggins-mgt.iac.gatech.edu/papers/ecvalue.html, July, 1998