eBiz 모델의현재와미래dure.net/ebiz99121.pdf5 What makes eBiz model so important? (1)...
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Transcript of eBiz 모델의현재와미래dure.net/ebiz99121.pdf5 What makes eBiz model so important? (1)...
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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
• 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
