ebiz 모델의 현재와 미래 1999.12.16 단국대 상경학부 권순범 sbkwon@ieee.org 1
Contents What is Biz Model? What makes ebiz model so important? Literatures of ebiz model What for ebiz Model? Example of ebiz Model Extension 2
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. 3
Business Model Example GE TPN 외부고객 RFQ, PO 응찰기업 내부고객 외부고객 RFQ 물품 구매부서 DB 도면 사양 Q, PO Ack 응찰기업 eprocurement Model Actors and their Roles / Potential Benefits Product/Services Information Flow Source of Revenue 4
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) 5
What makes ebiz model so important? (2) Outrageous business models in ebiz Buy.com 원가이하의 판매 Hotmail, Hanmail (다음) 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 인터넷 접속 3년 계약 (월 $21.95) Netscape Free Web Browser (Disintermediation) 6
What makes ebiz model so important? (3) Amazon vs. ebay 7
Literature of ebiz Model - #1 Timmers Define 11 Biz models Taxonomy By Porter s Value Chain 1. 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 8
Timmer s Classification of ebiz Model PartnerNet Citius, TradeZone GM, Ford Compliance Cendant, CsClub FireFly Fedex, UPS GE TPN, JAL Travelocity, 1-800-Flowers e-bay Verisign Yahoo Competitive advantage Commercial viability 9
Grouping of Timmer s ebiz Model PartnerNet Citius, TradeZone GM, Ford Compliance Cendant, CsClub FireFly Fedex, UPS GE TPN, JAL Travelocity, 1-800-Flowers e-bay Verisign Yahoo Seller Controlled Buyer Controlled Neutral Service Providing Integration 10
Distribution Channels and ebiz Model Traditional Biz Company with Established Channels B2B with many Dealers E-shop Distributor Dealer 제조회사 웹사이트 B2B with D. 웹사이트 웹사이트 고 객 B2B with some R. Retailer 웹사이트 E-Broker 웹 기존 매체, 물리적연결 11
Literature of ebiz Model - #2 Friedman, Anderson Consulting Seller-Driven Mass Production Information Provision by Seller Customer-Centric Intermediary Bundling (ex: InsureMarket.com) Channel Integration Buyer-Driven Customer Intentions Intentions Value Networks Ex) ThirdAge.com 12
Friedman s ebiz Model Analysis Power Shift High Buyer Driven Model Customer Centric Model Low Traditional Seller Driven Model Product Nature of Demand Intentions 13
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 14
Literature of ebiz Model - #3 Berryman s Market Positioning Strategy For Sellers For Buyers Production Differentiation One of the Pack Leader E-mall E-mall E-Broker Low Direct Marketing at E-shop (Cisco) E-mall High Buyer Size Small Large Purchasing agent Purchase aggregator Few E-Procurement Purchase aggregator E-mall E-Auction Many Brand Awareness Number of Potential Suppliers 15
Literature of ebiz Model - #4 Schmid s Reference Model Business View Information Phase Agreement Phase Settlement Phase Business Model Transaction View Market Transactions and Business Scenarios Service View Mediating Electronic Product Catalog Electronic Contracting Tool Computer Integrated Logistics Infrastructure View Communication Infrastructure Market Transaction 16
Literature of ebiz Model - #5 Source of Revenue 배너광고유치: news site, webnara.com 제품마진: E-shop 중개이익: linkexchange.com 거래수수료: E-mall, E-auction, E-broker 소비자 회원 가입비: peapod.com 공급자 회원 가입비: E-mall 소프트웨어 판매: naver.com, personalogic.com 서비스제공 비용: e-mail marketing Source: 이경전, 인터넷 비즈니스 모델의 발전방향, 추계MIS학회, 1999. 11. 26 17
Extension of ebiz model - Example Wireless Internet Technology-Driven Model Extension WAP(Wireless Application Protocol) 인터넷 서비스를 무선환경에서 효율적으로 제공하기 위해서 산업체가 제안한 표준 음성정보위주의 서비스에서 브라우져 기반의 데이터서비스로 WML(Wireless Markup Language)를 기본언어로 사용 De-facto Standard 주요 무선업체의 지원 200개업체 (1999.10월 현재) 단말기 제조업체의 95% 네트워크 운영업자의 75% 소프트웨어 업체 18
WAP 아키텍쳐 Client WAP Gateway Web Server WML WML- Script WTAI Etc. WSP/WTP WML Encoder WMLScript Compiler Protocol Adapters HTTP CGI Scripts etc. Content WML Decks with WML-Script 출처: www.wapforum.org 19
WAP Protocol Layers Wireless Application Protocol Internet HTML JavaScript HTTP Wireless Application Environment (WAE) Session Layer (WSP) Transaction Layer (WTP) Other Services and Applications TLS - SSL Security Layer (WTLS) TCP/IP UDP/IP Bearers: Transport Layer (WDP) SMS USSD CSD IS- 136 CDMA CDPD PDC-P Etc.. 20
확장 서비스 Simple Transaction with Timely Information 주가정보, 주식매매 E-mail 환율정보, 뱅킹서비스 경매정보 주요 경제뉴스 Location-specific Information 지역 날씨/교통/뉴스 정보 지역 지도정보 (MapQuest) 특정인의 위치정보 21
확장 서비스 Personalized 정보제공 PIM(Personal Information Manager) 정보 특정 주식정보(종목, 특이행태, 변화의 범위, ) 특정 스포츠 경기 Push Service 날씨변화 특정 웹사이트를 통해 접수(변경)된 정보의 전달 Telephony 서비스 Payment 검색 후 자동 전화걸기 통신요금에 통합 후 분배 데이터 양에 따른 요금 (NTT Docomo - 0.3엔/Packet) 22
확장 모델과 사례 - PIM PIM 서비스 확장 사례 - 1단계 Platfom 회사 제공서비스 PC-based Mobile -based PIM packages* Schedule Calendar Address-Book e-mail Phone 장비생산업체 Telephone Number PDA Web-based PIM packages* My yahoo My Exite *예: Lotus Organizer, MS Outlook / Scheduler Customized Calendar Schedule Address-Book E-mail 23
확장 모델과 사례 - PIM 2단계: PC-based Synchronization 장비의 예 PC상의 동기화제품 웹포탈 휴 대 장 비 Palm기반 윈도우CE 기반 Enterprise Harmony Excite@Home 전 화 기 에릭슨 노키아 소니 IntelliSync FoneSync MSN Yahoo! Planet All TrueSync 24
확장 모델과 사례 - PIM 3단계 - WAP and Web Based PIM Notebook PIM Web Server CGI Telephone Directory PC PIM Synchronization Sevlet User Profile WAP-Enabled Mobile Phone WAP Gateway WAP-Enabled PDA 유선 무선 25
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 the eeconomy, Anderson Consulting Outlook magazine, 1, 1999 Kenneth Berryman, L. Harrington, D. Layton-Rodin, and V. Rerolle, Electronic Commerce: Three Emerging Strategies, The McKinsey Quarterly, 1998 Number 1 B. Schmid, M. A. Lindemann, Elements of a Reference Model for Electronic Markets, Proceeding of 31 st HICCS Conference, Hawaii, 1998 권순범, 웹과 무선이동통신 시스템과의 통합을 위한 기술소개와 인터넷 비즈니스모 델의 확장사례 연구, 추계지능정보시스템 학회, 1999. 11. 19 이경전, 인터넷 비즈니스 모델의 발전방향, 추계MIS학회, 1999. 11. 26 Mark. E. Nissen, The Commerce Model for Electronic Redesign, Journal of internet Purchasing, Vol.1, No.2, 1997 Jutla D.N., Bodorik P., Hajnal C., Davis, D., "Making Business Sense of Electronic Commerce", 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 Commerce Opportunities, http://riggins-mgt.iac.gatech.edu/papers/ecvalue.html, July, 1998 26