贝恩咨询-行业分析-互联网影响-PointofView

Authors:Reviewers:bcPointofViewCreated:June1999HeidiLockeSimonLangstonJonesJeffreyKuoDavidSandersonEmmaGrayAaronCherisbcPointofViewECommerceToolkit2PointofView•WhatimpactistheInternethaving?•HowwilltheInternetaffectmybusiness?•Whatshouldwebedoingtorespond?•Whatarethekeystosuccess?Executivesacrosstheboardareposingfourfundamentalquestions:OverviewBain’sPointofViewbcPointofViewECommerceToolkit3PointofViewAgenda•InternetImpactDetail•BusinessImpactDetail•ResponseAlternatives•KeySuccessFactorsbcPointofViewECommerceToolkit4PointofViewTheInternetisamajordiscontinuitythatwillredefinethestrategiclandscapeineveryindustry.•DefiningcharacteristicsoftheInternetcreateatrulyuniqueuserexperience•Ubiquitousreach•Dramaticallylowercostinteraction•Complete,symmetrical,“free”information•Theseresultindramaticchangesacrosscompanyrelationshipswithcustomers,suppliers,employeesandotherstakeholders•Redefinitionofentireuserexperience•Newchanneltocapturegrowthopportunities•Electronicmanagementofupstreamsupplychainrelationships•Tightlinkageofend-userdemandtocompanyoperations•RedeploymentofphysicalandhumanresourcestofacilitatedramaticproductivityimprovementOverview(1of2)InternetImpactDetailbcPointofViewECommerceToolkit5PointofViewTheInternetisamajordiscontinuity.•Thestakesarehighforshareholderwealthcreation•Overthepastthreeyears,asmallgroupofInternetcompanieshavecreatedmorevaluethananyotherindustryachievedovertenyears•TheInternetisadynamicmedium,andfurthersignificantshiftshaveyettoplayout•Dramaticallyenhancednetworkperformance•Highspeedaccesswidelyavailable•Newdemographicwaves•Newspecialized(non-PC)accessdevicesandnewaccessbusinessmodels•Valueaddedreintermediation•IntegrationofphysicalandelectronicparticipationOverview(2of2)InternetImpactDetailbcPointofViewECommerceToolkit6PointofViewTheInternetwillredefinethestrategiclandscapeineveryindustry.•Productcustomization/quality•Geographicproximity•Mechanicalinnovation•Transportationinfrastructure•Scaleeconomies•Massmarketing•Ubiquitousreachtoallstakeholders•Dramaticallylowercostinteractions•Complete,symmetric,“free”information•Wellordered,multi-tiereddistribution•Efficient,optimizedphysicaltouchrelationships•Trulyuniqueuserexperience-deepercustomerrelationships-broaderreach•Completerestructuringofindustrysupplychains•LowercostandenhancedproductivityCraftBasedEconomyIndustrialRevolutionMassProductionInternet/InformationRevolutionSuppliersDIstrIbutorsManufacturingResellersCustomersInternetRevolutionInternetImpactDetailbcPointofViewECommerceToolkit7PointofViewInternetCharacteristicsDefiningcharacteristicsofthisnewcommunicationsmediumareredefiningallcompanies’stakeholderinteractions.ExampleImplications:DramaticallyLowerCostInteractionKeyCharacteristics:•Anyone,anytime,anywhereinteraction•Substituteshighcosthumanforlowcostelectronicinteraction•Frictionlessinformationexchange•Universalaccess•Lowcost/highbandwidthinfrastructure•Powershiftstobuyersthroughpricing,inventoryandotherinformationvisibility•Targetedsegmentationenables“customer”levelcustomizationandprofitmeasurementInternetGlobalCommunicationsMediumComplete,Symmetrical,“Free”InformationAvailability•Reducesnumberof“touches”ineachinteraction•Eliminatesindustryandorganizationallayers•Providesaccesstonewcustomersegments,broadersupplierbaseandincreasedpoolofemployees•Createsfoundationforstrengtheningrelationshipsandimprovingeffectivenesswithcustomers,suppliersandemployeesUbiquitousReachInternetImpactDetailbcPointofViewECommerceToolkit8PointofViewImpactOverviewSupplyChainIntegration•Redeploymentofphysicalandhumanresourcestofacilitatedramaticproductivityimprovements-betterstakeholdercommunication-knowledgesharingandcollaborativeworkenvironments-leverageofITinvestments-enhancedaccesstoemployees/outsourcing•Electronicmanagementofupstreamsupplychainrelationships-vendorselectionandnegotiation-billingandpayment-informationexchange•Tightlinkageofend-userdemandtoinventory,R&D,andmanufacturing•Redefinitionofentirecustomerexperience-complete,frictionlessinformationexchange-differentiatedexperience-usercontrolledfulfillmenttracking-targetedloyaltyprograms•Newchanneltocapturegrowthopportunities-increasedcustomeraccess-accesstoproductadjacencies/crossselling-integrationwithphysicalworldTheseresultindramaticchangesacrosscompanyrelationshipswithcustomers,suppliers,employeesandotherstakeholders.CustomerRelationshipManagementInternalBusinessManagementInternetImpactDetailbcPointofViewECommerceToolkit9PointofViewCustomerRelationshipManagement(CRM)EvolutionDescription:•Multi-tiereddistributionmodel•Massmarketing•Limitedinventory•Fewvalue-addedservicesTraditionalModelE-CommerceModel•Streamlineddistributionmodel•Targetedmarketing•Scaleinventoryandselection•Robustrangeofvalue-addedservicesProducerExample:•“Bricksandmortar”bookstore•Amazon.comDistributorRetailerConsumerProducerProducerProducerCommunityRetailerValue-AddedServicesConsumerE-TailerInternetImpactDetailbcPointofViewECommerceToolkit10PointofView(CRM)BenefitsAmazon.comisacompellingexampleofanE-Commercecustomerrela