1.1: Market Evolution
Value
M-Business
(Multi-Device,
Multi-Web,
Transformation)
E-Business
(Web-Enabled
Transformation)
E-Commerce
(Web-Enabled
Business Commerce)
Integration
Systems (reengineering)
Integration
(automation)
Time & Scope
1
Tomorrow
MP3
Players
WAP
Phones
PCs,
Servers,
Mainframes
PDAs
Digital Cameras
Mobile Tablets
Pocket PC Autos
PCs,
Servers,
Mainframes
Today
Screen Phones
Toys
Pagers
Information
Appliances
Time
World Wireless/
E-mail
Share
Wide Mobile Embedded
Chat
Web Internet Internet
1.2: Evolution Of Internet Access
2
2.1: The Innovation Circle
Changing
Customer
Priorities
Mobile
Business
Model
Infrastructure
Innovation
•Network bandwidth
•Network Convergence
•Personalized Bandwidth
•Demographics
•Speed of Servive
•Simplicity and Convenience
Hardware&
Device
Innovation
•Miniaturization
•New Channels
•Device Convergence
•Voice User Interfaces
3
New
Innovation
Opportunities
Customer
Focus
Breakthrough
Platform
Focus
Supply Chain
Focus
3.1: The M-Business Landscape
Operational
Focus
4
Client-Side Software Platforms
Operating Systems, Tools,
Browsers
Device Platforms
Breakthrough
Platforms
Framework
Cell phones, PDAs, PocketPCs
Tablets, Appliances
Hardware Platforms
Microprocessors, Chipsets, DSP,
Flash Memory
Web Services Platforms
Operating Systems, Tools,
Programming languages
4.1: Breakthrough Platforms Framework
5
Application
Gateway/platform
Providers
Application
Infrastructure
Framework
Mobile Application
Service Providers
Mobile Internet
Service Providers
Mobile Application/
Service Enablers
5.1: Application Infrastructure Framework
6
Web Portal
Customer
Wireless
Operator Portals
Usability
Multi-Purpose
Web Portals
Personalization
Messaging
Commerce
Portals
Real-Time
Interaction
Mobile
Devices
Pure-Play
Niche
LocationBased
Services
Bill
Payment
Back-Office Applications
CRM
Customer Support
Billing
Messaging
Content
7
6.3: Portal Framework
Channel Augmentation
(Marketing Information)
Channel Extension
Mobile
Customer
Framework
Business to
Customer (B2C)
(Sales and Service Transactions)
M-Commerce Channel
(New Service Encounters)
Multi-Channel Synchronization
(Building Relationships)
7.1: Mobile Customer Framework
8
Customer
Web Portal
Channel
Web Portal
Marketing
Sales
Mobile
Devices
Customer
Channel
Extension
Order
M-Commerce
Channel
Fulfillment
Multi-Channel
Synchronization
Service
Satisfaction
E-Business Applications
CRM
Selling Chain Management
Billing
7.2: Customer Framework
Business
Intelligence
Content
9
Supplier
Web Portal
E-Procurement
Forecasting
Supplier
Supply Chain
Execution
Scheduling
Mobile
Devices
Distribution
Planning
Supply Chain
Visibility
Service
Notification
Service
Management
Procurement
Delivery
E-Business Applications
CRM
Selling Chain Management
ERP
E-Procurement
Business
Intelligence
SCM
10
8.3: Mobile Supplier Framework
Mobile Office and
Messaging Applications
Application
Extension
Framework
Business to
Employee (B2E)
Front Office Enterprise
Application
Mobile Corporate
Portals
Specialized Solutions
9.1: AOL Mobile Capability Framework
11
Employee
Web Portal
Mobile Office
Applications
Data
Organization
Self Service
Mobile
Devices
Employee
Front Office
Enterprise Apps
Procurement
Mobile Corporate
Portals
Intranet
Specialized
Solutions
Performance
Monitoring
News,
Stocks,
Web
E-Business Applications
CRM
Selling Chain Management
ERP
E-Procurement
Business
Intelligence
SCM
12
9.2: Mobile Employee Framework
Solution
Strategy
Capability
Evaluation
Customer Pain
Value Proposition
Profit Model
Internal Assessment
Capability Configuration
Business Case Creation
Solution
Blueprint
Blueprint Design
Impact Analysis
Integration Design
Tactical
Execution
Tactical Execution
Project Planning
Application Implementation
10.1: Typical Supply Chain Structure
13
Value Creation
Revenue
Enhancement
Scope of Initiative
Process
Improvement
Strategic
Improvement
Breakthrough
Transformation
Cost
Reduction
Effective
Asset
Utilization
Sponsorship?
Internal Leadership?
Current Strategy?
Resource-Funding, People?
Strategic Alliances?
Infrastructure Readiness?
Key Considerations
10.2: Capability Assessment
14
Mobile
Strategy
Business Model Scope
Customer Selection
Value Creation
Capability Alignment
Corporate Strategy
Mobile Portals
Customer Applications
Mobile
Applications Supply Chain Applications
Employee Facing Applications
E-Business Application Layer
Supporting
Infrastructure
Scalability
Messaging Data &
Reliability Databases Transaction
Hosting
Middleware Security
Enterprise Infrastructure
10.3: Elements of a Solution Blueprint
15
THE E-COMMERCE TRANSACTION CYCLE
(1) ATTRACT
Transactions don’t happen without first luring customers
into an electronic marketplace. Web marketing services
and technologies deliver targeted audiences to Ecommerce sites. Some manage affiliate marketing
programs, others serve targeted web advertising
(2) INFORM
Once customers arrives at a website, they need to be
served relevant contents. Dozens of companies
Develop tools that act as content mediators, allowing
Commerce vendors to outsource content generation,
Management, and delivery.
(3) CUSTOMIZE
More and more, customers must configure and assemble
combinations of components and options that do into a
product, from PCs to tractors. Configuration engines now
enable this self-service mix-and-match process by enhancing
component databases with the digital logic and rules capable
of ensuring that everything the customer wants can indeed be
Ordered, assembled, fulfilled, and delivered.
(4)TRANSACT
At the heart of the E-commerce transaction is a market-making
platform to get buyer and seller to close the deal. Ever more
sophisticated platforms for E-commerce-catalog, auction,
exchange, and now barter models-are bringing multitudes of
buyers and sellers together to transact.
(8) PERSONALIZE
Each time customers click into an E-commerce Website, the site
should learn something more about them. Personalization
technologies such as collaborative Filtering and data-mining
capture every bit of customer data, Analyzing patterns of
behavior to ensure that the next interaction with the customer is
a better one.
(7) DELIVER
Fulfillment and delivery systems take over once the
goods have been paid for, and E-commerce vendors are
increasingly turning to outsourced supply-chain
management systems for order fulfillment and supply
and demand forecasting.
(6) INTERACT
Once a transaction is complete, support begins. Customers
need information, advice, problem resolution, and orders
status updates. New customer-interaction platforms
are emerging for call centers, live online customer service,
order tracking, and other channels.
(5) PAY
Your online buck stops here, goods and services must be
paid for, Using credit, debit, or cash. The payment and
financing functions of online transactions have opened
doors for companies which develop realtime credit
underwriting engines, or offer a payment server solution for
credit and debit card transactions.
Electronic Payment and Security System
Client
Browser
Verify merchant
Receive order
Receive payment
Confirm order
Credit Cards
VISA
Mastercard
Bank accounts
Debit Cards
Online Banking
Merchant’s
Web Server
Payment
Server
Online Buying
CyberCash
1 ClickCharge
Verify customer
Review payment
Authorize or deny payment
E-Bill Payment
CheckFree
BillerXpert
Electronic Cash
Cybergold
Qpass
17
M-Commerce Application
Revenue Potential
True
M-Commerce
& Highly
Personalized
Applications
Current State of
M-Commerce
Interactive High-Value Added
Application
Some Transactional/Decision
Making
Content
Simplified m-Commerce Value Chain
18
Estimated Revenue Potential Against
Estimated Application Development Timeframe
Fully functional
Voice-driven
Data applications
Application
Generation
(increasing
user interactivity
and personalization)
4th
3rd
2nd
3G networks
In Japan, Europe
(video, graphics, etc.)
True M-commerce and Highly
Personalized Applications
Increasing
Revenue
Potential
$$$
Interactive and high-Value Added Apps
Some Transactional/Decision Making Applications
Content Applications
1st
2000
2001
2002
Time
2003
2004
19