정보기술전략의트렌드

• Network-based strategies:

• Network economics:

• Marginal costs of adding another participant are near

zero, whereas marginal gain is much larger

• E.g., larger number of participants in Internet, greater

value to all participants

• Virtual company:

• Uses networks to link people, resources, and ally with

other companies to create and distribute products

without traditional organizational boundaries or physical

locations

Synergies, Core Competencies, and Network-Based Strategies

2

• Disruptive technologies:

• Technologies with disruptive impact on industries and

businesses, rendering existing products, services and

business models obsolete:

• Personal computers

• World Wide Web

• Internet music services

• First movers versus fast followers

• First movers of disruptive technologies may fail to see

potential, allowing second movers to reap rewards (fast

followers)

Disruptive Technologies: Riding the Wave

3

스마트경영의키워드

-송재용 교수의 스마트경영 참조-

1.Network Based Strategy and Smart Business

• Smart Devices

• Social Networking Service

• Cloud Computing

• From Web Economy to App Economy

• Network Based Competition & Platform Leadership

2. Convergence

ProductTechnology

ServiceBusiness Model

[(Computer + Phone = Smart Phone) + Application & Contents ] = Business Model

3. Paradox Management and Ambidextrous Organization

• Product Differentiation & Low Cost

• Creative Innovation & Efficiency : Ambidextrous Org.

• Global Integration & Localization

• Economies of Scale & Speed

4. Openness and Communications

• Appleo Application Developer

o Contents Provider

• P&Go University, Research Center, Ventures

5. Strategic Agility & Real Option

• Increased Uncertainty

• Real-Option

• Strategic Agility

6. Green and Sustainability

• CO2 Regulation: Certified Emission Reduction

o Smart Car, Smart Grid, Renewable Energy

• Corporate Social Responsibility

• Ethics in Management

비즈니스모델의중요성.Value for Money!

웅진코웨이

• 98년외환위기매출 30% 격감

• 생산-판매모델에서

• 생산-렌탈-서비스모델로변신

• 2008년매출 20배증가

• 외환위기시고객을 60개월렌탈로적극유치

• 코디서비스시스템도입: 방문필터교환 + 화장품판매?

• 카드사용량에따라렌탈료를돌려주는페이프리도입

현대카드

• 2002년 2%의시장점유율

• 칼라/투명/반투명/미니카드디자인도입

• Privia: 라이프스타일서비스

• 2009년개인신용카드시장점유율 16%

비지오

• 2009년삼성과소니를제치고판매수량 1위

• 상품기획, 디자인, 고객서비스만집중

• 연구개발, 생산, 유통은모두아웃소싱

• 삼성과소비보다 20%-30% 싼가격에 LCD TV를공급

아모레퍼시픽

• 공격적연구개발: 신개념화장품설화수

• 신방문판매경로개척: 카운슬링서비스

• 아리따움: 고객맞춤형토털뷰티솔루션

전자상거래비즈니스모델

16

E-commerce Business Models

• Business model

• Set of planned activities designed to result in a profit in a marketplace

• Business plan

• Describes a firm’s business model

• E-commerce business model

• Uses/leverages unique qualities of Internet and Web

Slide 2-17

8 Key Elements of a Business Model1. Value proposition

2. Revenue model

3. Market opportunity

4. Competitive environment

5. Competitive advantage

6. Market strategy

7. Organizational Development

8. Management team

Slide 2-18

1. Value Proposition

• Why should the customer buy from you?

• Successful e-commerce value propositions:

• Personalization/customization

• Reduction of product search, price discovery costs

• Facilitation of transactions by managing product delivery

Slide 2-19

2. Revenue Model

• How will the firm earn revenue, generate profits, and produce a superior return on invested capital?

• Major types:

• Advertising revenue model

• Subscription revenue model

• Transaction fee revenue model

• Sales revenue model

• Affiliate revenue modelSlide 2-20

3. Market Opportunity

• What marketspace do you intend to serve and what is its size?

• Marketspace: Area of actual or potential commercial value in which company intends to operate

• Realistic market opportunity: Defined by revenue potential in each market niche in which company hopes to compete

• Market opportunity typically divided into smaller niches

Slide 2-21

4. Competitive Environment

• Who else occupies your intended marketspace?

• Other companies selling similar products in the same marketspace

• Includes both direct and indirect competitors

• Influenced by:

• Number and size of active competitors

• Each competitor’s market share

• Competitors’ profitability

• Competitors’ pricing

Slide 2-22

5. Competitive Advantage

• Achieved when firm:

• Produces superior product or

• Can bring product to market at lower price than competitors

• Important concepts:

• Asymmetries

• First-mover advantage

• Unfair competitive advantage

• Leverage

Slide 2-23

6. Market Strategy

• How do you plan to promote your products or services to attract your target audience?

• Details how a company intends to enter market and attract customers

• Best business concepts will fail if not properly marketed to potential customers

Slide 2-24

7. Organizational Development

• What types of organizational structures within the firm are necessary to carry out the business plan?

• Describes how firm will organize work

• Typically divided into functional departments

• As company grows, hiring moves from generalists to specialists

Slide 2-25

8. Management Team

• What kinds of experiences and background are important for the company’s leaders to have?

• Employees are responsible for making the business model work

• Strong management team gives instant credibility to outside investors

• Strong management team may not be able to salvage a weak business model, but should be able to change the model and redefine the business as it becomes necessary

Slide 2-26

성공적비즈니스모델사례비즈니스모델때문에성공했나? 아니면그반대?

What is Priceline.com ?Priceline.com is online reservation company for flights, hotels & rent cars

with reverse-auction pricing system ‘Name Your Own Price”

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Type schedule and push bid now.

Select airport & price you want

Type personal information

How to Use?

Type credit card information and buy

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Priceline.com’s stock price.

Rapid drop

Slow recovery Intr

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Historical Events.

Rapid drop

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Try to map out #3 and #4 in one picture.

- 1998 Priceline extended its initial airline-only system to hotel reservations in October- 1999 introduced home financing services- 1999 added rental cars and even new cars to the mix.- 1999 over $1 billion loss

- 2000 Priceline's affiliate Priceline Webhouse Club was shut down after spending $363million- 2000 Priceline's founder Jay Walker resigned in December and Richard Braddock was selected as a CEO

saying selective expansion…with stringent financial controls.- 2000 New management sharply curtailed Priceline's expansion and laid off over 1,000 employees

- 2001 $15 million loss- 2001 Sept. 11 leading to travel decline

- 2002 focused on its core business of travel reservations, shedding its auto sales and long distance telephone units.- 2002 $23 million loss (World Trade Center tragedy, regression) and key executives resigned

- 2003 $10.4 million in net income (first ever annual profit)- 2003-2004 tweaked its business model adding new discount "retail" airline ticket and rental car services to complement its hallmark Name Your Own Price offerings in order to compete more effectively with firms such as Expedia, Travelocity, Hotwire, and Orbitz for the business of the consumer who prefers to book a specific airline or rental car.

- 2005 extended its retail strategy to the hotel market.

- 2006-2007 focused on adding to its full-service travel offerings in the United States, and recognizing that the growth of the domestic online market for travel services had slowed, on building its brand in Europe and Asia.- 2004-2008 revenues: $900 million $1.9billion (up 34% from 2007), net profits: $31 million $193 million (up 24% from 2007)

- 2008 4.9 million airline tickets (up 40%), 41 million hotel room nights (up 46%), 10 million rental car days (up 14%)- 2008 its international business represented approximately 62% of its gross bookings- 2008 eliminated the $5 to $11 booking fee that nearly all travel sites charge for airline booking

- 2009 Other sites such as Expedia started dropping their fees in response.Priceline has become the undisputed low cost air reservation site..Priceline has introduced ""social features"" to its Web site through an online blog called Ekspert,

- 2009 Priceline's European subsidiary Booking.com announced a distribution deal with Hilton Hotels Corporation allowing Booking to access Hilton's worldwide portfolio of hotels, and give Hilton access to Booking.com's 30 million monthly visitors.- 2009 first quarter, revenues continued expanding by 14%, profits by 15%

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3. Sort events by the timeline4. Stock Price Trend