Intro, hvad er e business

Dias 1 - Markedsføring IV - © Andy Madsen
Intro: Hvad er e-business?
• Målet med gennemgang
– Udvikling og definition af e-business
(Electronic Commerce => EC)
– Overblik over mulighederne
– Fordele og ulemper
– Hvilken betydning har EC for forretningsdrift?
– Markedstyper, mekanismer og økonomi

e-business => KAOS
K A O S
Teknologi-
muligheder
Komplekse
systemer
Voldsom
vækst i
muligheder
Globalisering
Decentral
udvikling og
divergerende
fokusområder
Konkurrence
Usikkerhed
Viden og
videns-tilgang
”Den Digitale Revolution”
E-business

Dansk e-handel blomstrer
• Handel via internettet 2001: 13 milliarder kroner
• Handel via internettet 2002: 25 milliarder kroner
• Hver fjerde danske virksomhed (med mere end fem
ansatte) modtog ordrer via nettet i 2002
• Langt den største del af e-handlen - næsten 80% - er
mellem to virksomheder eller mellem virksomhed og
offentlig myndighed
Kilde: Danmarks Statistik og
http://www.computerworld.dk/default.asp?Mode=2&ArticleID=18742

Dansk e-handel blomstrer
• 91% af alle danske virksomheder (med mere
end fem ansatte) havde i 2002 adgang til
nettet
• Virksomhederne anvender internetforbindelser
til at:
– søge information om markeder
– information om konkurrenter og lignende
– 80% anvender netbank
Kilde: Danmarks Statistik og
http://www.computerworld.dk/default.asp?Mode=2&ArticleID=18742

Succeshistorier i DK:
E-handel sætter gang i kludene i tøjfirma
• Postordrefirmaet Bon'A
Parte har det seneste år
solgt tøj via intenettet for
et tre-cifret millionbeløb
(143 millioner kr.)
• En tredjedel af salget af
tøjfirmaets
efterårskollektion røg over
den virtuelle disk
(computerworld.dk - 3. dec. 2003)
www.bonaparte.dk

Succeshistorier i DK:
Coop fordobler nethandel
• NETtorvet omsatte for 100
millioner kr. Jan-juli 2003
• Det er en fordobling i
forhold til hele 2002
• Der kan købes varer til
levering og betaling i Coop
Danmarks godt 800
butikker
(comon.dk - 15. Aug. 2003)
www.nettorvet.dk

Er E-Business (kun) internet-handel?
• Gængs opfattelse:
e-handel e-business
• E-business er mere end e-handel

Electronic Commerce:
Definitioner og koncepter
• The Internet has emerged as a major, perhaps
eventually the major, worldwide distribution channel
for goods, services, managerial and professional jobs
• This is profoundly changing economics, markets and
industry structure, products and services and their
flow, consumer segmentation, consumer values,
consumer behavior, jobs, and labor markets
• The impact may be even greater on societies and
politics, and on the way we see the world and
ourselves in it

• E-commerce defineres ved forskellige
perspektiver:
– Communications: delivery of goods, services,
information, or payments over computer networks
or any other electronic means
– Commercial (trading): provides capability of
buying and selling products, services, and
information on the Internet and via other online
services

• Business process: doing business electronically by
completing business processes over electronic
networks, thereby substituting information for
physical business processes
• Service: a tool that addresses the desire of
governments, firms, consumers, and management to
cut service costs while improving the quality of
customer service and increasing the speed of service
delivery

• Learning: an enabler of online training and
education in schools, universities, and other
organizations, including businesses
• Collaborative: the framework for inter- and
intraorganizational collaboration
• Community: provides a gathering place for
community members to learn, transact, and
collaborate

• Electronic Commerce  e-business:
– Køb og salg af varer og services (men ikke
udelukkende)
– Servicere kunder
– E-Learning
– Samarbejde ml. business partners
– Electronic transactions indenfor en organisation

I overblik ift. organisationen
Kilde: ITEK, DI

I overblik ift. Organisationen, internt
Kilde: ITEK, DI

Danmark: Befolkningens brug af
internet 2. halvår 2003
• Otte ud af ti har adgang til internet
• Seks ud af ti benytter nettet til at kommunikere
• Fire ud af ti bruger internetbank
• Fire ud af ti bruger nettet til kontakt med offentlige
myndigheder
• 15 pct. brugte nettet til kurser og uddannelse
Kilde: Danmarks Statistik

Danmark: Befolkningens brug af
internet 2. halvår 2003
• Hver fjerde dansker e-handlede ”sidste måned”
• Motiver og barrierer for e-handel
– 30% vil spare penge
– 29% vil spare tid
– 22% handler, da det er nemmere at finde varerne
– 28% mener ikke de har et behov herfor
– 27% er bekymrede for sikkerheden ved betaling
Kilde: Danmarks Statistik

Danmark: Antallet af betalinger med
kort på nettet
Kilde: PBS og betaling.dk
Antal forretninger
Pr. den 31. december 2003
havde PBS International
tegnet ialt 4.311 aftaler om
indløsning af betalingskort på
internettet. De fordeler sig på
denne måde:
2.734 aftaler til Dankort og
Visa/Dankort
1.577 aftaler til internationale
kort
Antal danske
internetbetalinger med
betalingskort
pr. kvartal i perioden
1. kvartal 2002 til og med
4. kvartal 2003

Danmark: EC-readiness, Use of E-
Commerce Technologies, 2002
Kilde: http://www.cbs.dk/centres/cec/publications/GEC_paper_III_DK_Sept_2003.pdf

Dimensioner i EC
Delvis EC; click-and-mortar organizations
Off-line; traditionelle; Brick-and-mortar organizations
Virtuel (pure-play) organizations

Økonomisk, indtægts-muligheder
Hvordan kan der tjenes penge?
• Direkte salg af produkter, service
• Transaction fee – kommission
• Subscription free – abonnement
• Salg af reklamer – ex. banner
• Affiliate fees
• Andre: pay-per-view, pay for a game, licensing

Hvilke typer EC findes der?
• business-to-consumer (B2C) : online
transactions are made between businesses
and individual consumers
• business-to-business (B2B): businesses make
online transactions with other businesses

• business-to-business-to-consumer (B2B2C):
e-commerce model in which a business
provides some product or service to a client
business that maintains its own customers
• consumer-to-business (C2B):
e-commerce model in which individuals use
the Internet to sell products or services to
organizations or individuals seek sellers to bid
on products or services they need

• consumer-to-consumer (C2C):
e-commerce model in which consumers sell
directly to other consumers
• peer-to-peer (P2P): technology that enables
networked peer computers to share data and
processing with each other directly; can be
used in C2C, B2B, and B2C e-commerce

• mobile commerce (m-commerce):
e-commerce transactions and activities
conducted in a wireless environment
• location-based commerce (l-commerce): m-
commerce transactions targeted to individuals
in specific locations, at specific times

• intrabusiness EC: e-commerce category that
includes all internal organizational activities
that involve the exchange of goods, services,
or information among various units and
individuals in an organization
• business-to-employees (B2E): e-commerce
model in which an organization delivers
services, information, or products to its
individual employees

• collaborative commerce (c-commerce):
e-commerce model in which individuals or
groups communicate or collaborate online
• e-learning: the online delivery of information
for purposes of training or education

• exchange-to-exchange (E2E): e-commerce
model in which electronic exchanges formally
connect to one another for the purpose of
exchanging information
• e-government: e-commerce model in which a
government entity buys or provides goods,
services, or information to businesses or
individual citizens

Fordele ved EC, for organisationen
• Global
• Reducere omkostninger
• Forbedringer af
værdikæde (Supply
chain)
• Altid åben 24/7/365
• Tilpasning til den
enkelte
• Nye forretningsområder
• Hurtig fra idé til
udførelse (time-to-
market)
• Lavere omkostninger til
kommunikation og
administration
• Service
• Up-to-date info

Fordele ved EC, for (for)brugeren
• Uafhængig af tid og
sted
• Altid åben 24/7/365
• Større udvalg af varer
og producenter
• Billigere produkter og
services
• Øjeblikkelig levering
(digitale)
• Information er
tilgængelig, også her-
og-nu
• Deltage i auktioner
• Electronic communities
• Personalisering af
produkter og services
• Skatter og afgifter (med
modifikationer)

Fordele ved EC, for samfundet
• Fjernarbejde og
shopping hjemmefra
• “Hope for the poor”
(adgang til
informationer, produkter
og services)
• Højere levestandard
• Det offentlige sparer
penge, kan yde bedre
service

Fordele ved EC, for samfundet:
Det offentlige sparer penge, kan yde
bedre service
Told og Skat: www.toldskat.dk Virk: www.virk.dk
Arbejdsformidlingen: www.af.dk Sundhedsportalen: www.sundhed.dk

Begrænsninger ved EC

Omverdens pres på organisationen

Organisationernes reaktion
• Strategiske systemer (FedEx)
• Continuous improvement efforts and business
process reengineering—including business process
reengineering (BPR)
• Customer relationship management (CRM)
• Business alliancer
• Electronic markets (global => større marked)
• Reductions in cycle time and time-to-market

• Empowerment of employees (CRM, KAM)
• Supply chain improvements
• Mass customization: make-to-order in large quantities
in an efficient manner
Mass customization: Production of large quantities
of customized items

• Intrabusiness: from sales force automation to
inventory control
Support til repræsentanter, ansatte, designere osv.
• Knowledge management
Knowledge management (KM): The process of
creating or capturing knowledge, storing and
protecting it, updating and maintaining it, and
using it

EC i Overblik
Omverdens pres på organisationer

Intro, hvad er e business

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