제품 / 서비스 - businessplan.co.kr

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e-Business Drivers
시장 확대
(Expand Markets)
비즈니스의
목적
고객 유지
효율성 개선
(Retain Customers)
(Improve Efficiencies)
Source: Regis McKenna/MRG
2
®
Enterprise Value Chain
시장확대
고객만족
서비스
관리
Sell Side
매출증대
판매 / 영업
수요창출
마케팅
경쟁우위
기획 / 개발
(제품 /
서비스)
기업
비즈니스
구매 / 조달
(생산재 /
관리재
/ 서비스)
비용효율
Buy Side
주문관리
생산 / 제조
(제품 / 서비스)
비용절감
유통 및
재고관리
프로세스 개선
물류최적화
3
®
e-business & Value Chain
거래 주체 :
Buy Side
Suppliers
Employees
Electronic
Procurement
System
Collaborative
Supply Chain
Management
Resellers
Customers
Customer
Relationship
Management
On-line
Shopping
System
Sell Side
Back Office / ERP Application
인터넷
전자상거래
Buy Side
Sell Side
시장확대
경쟁우위
비용효율 프로세스개선 물류최적화 비용시간절약 매출증대
수요창출
마케팅
기획 / 개발
(제품 /
서비스)
구매 / 조달
(생산재 /
관리재
/ 서비스)
생산 /
제조
(제품 /
서비스)
유통
재고관리
4
주문관리
판매
영업
고객만족
서비스
관리
®
Business Challenge
규제 완화 / 철폐
신기술
제품의 등장
글로벌화
• 비즈니스 파트너관계
핵심제품처럼 사업상의
차별 부문으로 발전
• 정보 공유
관계 강화의 매우 중요한
요소로 대두
짧은 기간의
사업 기회
경쟁
고객의
유동성 증가
5
®
B to B EC : Supply Chain Management
Supply Chain Bullwhip Effect
Multi-Tier
Suppliers
Manufacturer
Distributors
Retailers
Consumers
Wholesalers
Goods Flows / Information Flows / Funds Flows
6
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B to B EC : Collaborative SCM
Transactional Relationship
• EDI- Fixed Structure
• Execution
Information-Sharing Relationship
• View
• Send/Receive
• FYI- based
Collaborative Relationships
• Joint Planning
• Joint Development
Source: AMR Research, 1998
7
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B to B Electronic Commerce
Web self-service applications
Suppliers
Manufacturing
Web Suppliers
Supplier Services
–
–
–
–
–
–
–
View orders
View receipts, timelines
View inspection results
View invoices, payments
View agreements
View Supplier inventories
View onhand balances
Distribution
Customers
Web Requisitions
Customer Requisitions
–
–
–
–
–
Create requisitions
View requisitions
Links to suppliers
Links to suppliers/items
Approvals w/workflow
Expense reporting
– View reports
8
Web Customers
Customer Services
–
–
–
–
–
–
–
Create orders (Web Store)
View orders, invoices
View credits, payments
View forecasts
View sales detail
Links to carriers, items
Marketing events
Calendar
®
Oracle EC & Back Office solution
Buy-side
• Oracle
Strategic
Sourcing
• Oracle Internet
Procurement
• Oracle Process
Automation
•Purchasing Analyzer
•Store Manager
•Supplier Scheduling
& Builder
•EDI Gateway
•Inventory
•Payment Server
•TPN Register
•Service
•Internet Bill & Pay
Integration Kit
•Sales & Marketing
•Requisite Content
•Call Center
Management Service •Workflow
•Field Service
•Payables
•Web Apps
Online
•Purchasing Dictionary
•Web Suppliers
•Web Customers
•Web Requisitions
•Inventory
Backoffice
Applications
•Order Entry
•Account Receivables
•MRP
•Assets
•Engineering
Back-Office
9
Sell-side
• Oracle Internet
Commerce
• Oracle Internet
Bill & Pay
• Oracle Internet
Payment
Service
• Oracle Customer
Relationship
Management
• Financials
• Manufacturing
• Supply Chain Management
• Human Resources
®
Sell-side
Oracle Internet Commerce Server
Process Automation Framework
Walk - In
Compelling
Experience
Merchandising
10% Coupon!
Identification
H/W
Registration
Order Status
Shopping-cart
S/W
Sale!
Ordering
Payment
Credit Card
Authorization
Fulfillment
Shipping, Tax,
Order Status
Collections
Cash
Collections
Multimedia
회원 고객
방문 고객
Personalization
10
®
Sell-side
Electronic 과금 및 청구 Model
부가 서비스 이용
Web
Bill Template
Outsource Service Provider
BPP
System
1
Bill Data
이름: 홍길동
지불방법: Credit Card
유효기간: 99/99/9999
합계금액 : 30,000원
기타정보…..
2
5
Payment
System
6
7
BILLER
CONSOLIDATOR
11
청구서
3
E-Mail
4
Web
CONSUMER
®
Sell-side
Web Configurator
• Direct Product Configuration
– Reduced Costs
– Self-service
– Minimized Configuration
Errors
– Reduced Change Order,
Manufacturing Rework
12
®
Oracle SellingPoint Configurator Architecture
Active Model
BackOffice
Enterprise
Orders
Oracle
SellingPoint
Database
Network
Oracle
Replication
Oracle
SellingPoint
Active Studio
Model
Active
UI
O-Lite
Mobile DB
Mobile
Active
UI
HTTP
Internet
Active
UI
Internet
Active
Model
Internet
Commerce
Server
SellingPoint
Application
Server
Oracle SellingPoint
Internet Edition
SellingPoint
Application
Server
Oracle SellingPoint
Mobile
13
®
ICS와 BackOffice의 통합 Flow
New Orders
Update Order Status
ATP Inventory Check
ICS
BackOffice
Applications
Inventory Updates
Pricing Updates
Customer Information
•
Open API를 활용한 통합 시 애플리케이션 상호 작동 흐름
– Oracle Internet Commerce 시스템으로부터 Order Entry로 주문 입력
– Order Entry로부터 Oracle Internet Commerce 시스템으로 주문 status
–
–
–
–
Update
실시간 Available To Promise inventory
Inventory로부터 Oracle Internet Commerce 시스템 Store로 item들을
Push
BackOfficce 애플리케이션으로부터 Pricing updates를 to Oracle
Internet Commerce 시스템으로 Push
고객 정보 synchronization
14
®
Sell-side
Oracle CRM
Marketing
Sales
Customer Care
& Service
Call Center/TeleBusiness
Internet Business/E-commerce
Business Intelligence
15
®
CRM - Oracle Service, Building blocks
CUSTOMERS
Field
Service
Depot
Knowledge
Base
Support
Call
Callhandling
tracking
Contract Management
Spare Parts Planning & Logistics
Billing
Back
Office
INV
BOM
WIP
OE /
SHP
16
AR
HR
Quality
Business Analysis
Customer Management
®
Buy-side
100% Lifecycle Automation
Approved
Supplier Lists
Approved
AutoRelease
Procurement
Workflow
Standard POs
EDI / Fax
Supplier Schedules
Web
MRP/DRP
Generated
Requirements
ASN
Approval Workflow
Create
Requisitions
NonProduction
Requests
Receive
Pay on Receipt
Payment
Search
Catalog
(Local or
TPN
Register)
AP
Suppliers
Content Loads/Updates
17
®
Oracle ICS + CRM + DBM
모든 channel에 걸쳐 marketing, sales 및 service function들을 통합 :
call center, web, field sales, distributors
서비스
영업
마케팅
Telemarketing
Oracle
Telesales
Oracle
Customer Care
DB
Marketing
Mobile
Oracle
Field Sales
Oracle
Field Service
Mobile/PDA
Mobile/PDA
ERP
영업
마케팅
Market Place
Call Center
Web
Internet
Marketing
Internet
Commerce
Server
Web
Customers
Complete, end-to-end solution with seamless integration
18
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Success
Story
Oracle E-commerce Site Case
Cisco Connection ONLINE (CCO)
"We've been able to grow our company business from $1 billion to $10.5
billion using Oracle as an integral part of our e-commerce solution."
Dale Savey, senior manager of Architecture and Technology,
in reference to Cisco's growth from 1994 to 1999
Cisco Saves Using Networked Business
Operating Cost
Technical Support:
Total Savings/year
$180 M
Others:
•
•
•
•
$ 90 M
Human Resources
Software Distribution
Marketing materials
800 numbers cost
Total:
$270 M
• Incoming calls reduced by 40%
• $2 to $150 saving for every inquiry handled by the web site
Source: Gartner Group
22
®
Cisco e-Commerce 구현사례
•
전자상거래 구현 효과
– Internet 전자상거래를 통해 Enterprise 시장 중심에서 small-to-medium
business까지 시장을 확대
– 전세계 115여 개국에 걸쳐 인터넷을 통해 비즈니스 시행
– 직원수의 증가 없이 매출 500% 성장 기록
– 비즈니스 리드 타임이 평균 3주에서 3일로 단축됨
– 전체 매출의 73%가 Cisco의 e-commerce site에서 직접적으로 발생함
– 모든 고객 지원의 79%, S/W upgrade 82%가 인터넷을 통해 이루어짐
•
Oracle 선택 이유
– 기존 애플리케이션에 비해 우수한 확장성, 신뢰성, 유연성을 갖춘 아키텍쳐
제공
– 애플리케이션에 인터페이스를 통해 bolt-on하거나 데이타베이스를 통해
bolt-in하는 것에 대해 개방형 아키텍쳐임
– 신속하게 비즈니스 요구사항의 변화를 반영하며, globalization (multicurrency), acquisition, virtual manufacturing과 같은 전략적인 목표를
지원함
23
®
Cisco e-Commerce 구현사례
•
Oracle을 활용한 전자상거래 운영
– Internet 전자상거래를 통해 모든 지역, 부문, 자회사에서 발생한 주문이
Oracle Order Entry를 통해 Oracle General Ledger에 기록됨
– e-commerce site는 별도의 모듈로 구축되어 운영되지만 real-time으로
Oracle ERP Applications에 통합되어 있음
– Oracle ERP Applications 활용 시작 3개월 뒤 e-commerce를 live로
서비스하기 시작함
– 고객이 Web 상으로 order status 확인하는 기능을 출발로 pricing 확인,
lead time 점검, configure 및 주문발주, 서비스 sign up, 주문에
대한invoicing, 대금 수수 정보 등의 기능을 순차적으로 추가해 나아감
– 전세계 50여 outsource buyer & manufacturer 상품에 대한 것을 Oracle
Manufacturing 애플리케이션과 연동하여 운영함
•
시스템 구현
– 애플리케이션을 네개 이상의 시스템에 분산하되 비즈니스 관점에서
철저하게 통합 시키고 장애에 대비하여 loosely coupled 방식으로 통합
24
®
주문관리 Solution Architecture
Storefront
Oracle
Order
Entry
Oracle
Oracle
Financials Mfg.
Resellers
Oracle Application
Servers
Customers
25
Oracle Database
Server
®
구현 기능들
"Networking Products MarketPlace"
*Configuration 툴 : Configure products without ordering
*Pricing 툴 : Price your orders
*Lead Times 툴 : Check product lead times
*Ordering 툴 : Configure, price, and place your order
*Order Status 툴 : Check order status
*Invoice 툴 : View invoices, credit, and debit memos
*Aged Account Summary 툴 : View aged account summary
*Online Order Extract 툴 : View online orders and download data
*RMA/Service Order 툴 : Manage service orders and parts
*Returns 툴 : Submit return for credit
*Returns Status 툴 : View return status
*Service Contract 툴 : Manage service contracts
*Product Upgrade 툴 : Order product upgrades
*Notification 툴 : Receive notifications
*Billing Address 툴 : Change billing
address
26
®
구매 조달 애플리케이션
Procurement
Application
Purchase
Payable
Order
Invoice
Billing
...
Oracle Application Server
VAN
EDI
Server
EDI
Gateway
Web Applications
Dictionary
Order Entry
Purchase Order
Inventory
Account Receivable
MRP
Workflow
Database
Server
Suppliers
27
®

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