Enterprise@Internet 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 ® 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 ® 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 ® 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 ®