SK ??? ?? IT ???? ????

1
??? ????? ????
2

• ? ?

1. ????? ?? 2. ????? ????? ???? 3. ????? ????
3
1. ????? ??

• Internet? ??? ???? ???? ?? ??? ?? ??? ?? ??? ????
  ????.

Ticketless airline travel
Dealerless service
Storeless shopping
Casinoless gaming
Checkless banking
Trading floorless stock exchange
Campusless learning
Tapeless movies
Travelless meetings
With Internet less is often more!
4
1. ????? ??

• ??? ??? ??? ??? ?? ??? ??? ??? ???? ????.

???? ?? ?? (???, ???)
5?? ??? ?? ??
??? ??(?) ??
120 100 80 60 40 20 0
?? ??? TV Cable ???
25 38 13 10 5
1920-1945 1922-1960 1951-1964 1976-1986 1993-1998
??? (???)
??? (World Wide Web)
1965
1950
1955
1930
1920
1970
1935
1945
1960
1990
1995
1940
1980
1925
1975
1985
Source Morgan Stanley, The Internet Advertising
Report
5
?? ??? ???? ??? ????? ????? ?? ????? ???? ??? ??
??? ?????? ????? ??? ??? ??? ??? ?????.
1. ????? ??
??? ???
????? ??
(???)
(?? )
268K
90
U.S.
39
28
10,652
135
1K
55K
123
Western Europe
17
82
40
197
56
Asia Pacific
148
34K
4
37
Japan
5
22
407
26K
130
35
196
5
182
41K
43
54
Rest of World
69
12K
320
425K
104
36
Total
1997
(??? ???)
2002
Source International Data Corporation (IDC), 1998
6
1. ????? ??

• ????? ?????? ?? ???? ??? ??? ??(amazon.com ??)?
  ??? ????.

??
??(??)
??(??)
50,292
7,500
America On Line
amazon.com
9,794
-3,110
Yahoo
3,104
466
Ameritrade Holding
2,743
283
Network Solutions
1,384
168
eBay
905
97
7
1. ????? ??

• Internet? ?? ????? ?? Rule? ????? ????.

??
new pricing rules
new industry models
??? ????

• ?? 0.5
• ??? 0.25 (???)
• ?? 0.1
• ?? 0.06
• ???? 0

new economics
new competitors
eCommerce
2000? 2? 6? ??
lower barriers to entry
shift of power to buyer

• ??? ?? ??? 100?? ??
• ??? ?? ???? 3? 50??(??? ?? 2? 7? ??)
• ??? ????? ??? ? ? 65 ?? ??? ??

8
1. ????? ??
? ?? eCommerce ??? ???? ??? ???? ????.
? ?? eCommerce ?? ???

• B-To-B Business ??, ?? ? ???? ????? ???????
  ???? ?? ?? ?? ? ??, ??? ????? ???? ?? ?? ?? ?????
  ?? ? ??? ??? ? ??
• B-to-C Business ??? ?? ???? ?????? ??? ??, ???
  ??? ????? ???? ?? ?? ??? ??? ???? ??? ??? ?????
  ???? ?? ??? ???? ?

Source IDC, 1998
9
1. ????? ??

• ?? ??? ????? ??? 2005? 6? 8???? 8? 2??? ????
  ????? ???? ????.

?? ??? ???? ?? (B-to-B B-to-C)
B-to-B Model (?? ??)
B-to-C Model (?? ??)
7,1000
?? ??? ??
B-to-B CAGR 110
5,9000
4,2000
3,7000
1,1000
B-to-C CAGR 66
7500
2,2000
4800
9200
2,1000
1,1000
3000
6700
1700
4800
4500
9800
900
400
400
1800
2600
1500
4400
300
1200
300
600
1999
2000
2001
2002
2003
2004
2005
1999
2000
2001
2002
2003
2004
2005
Source Andersen Consulting
10
?????? ?? ??? ? ??? ?? ?? ??? ??? ??? ???? ????.

1. ????? ??
Industry-by-Industry Breakdown
Billions
Industry Sector
1997
2003
Computing, electronics
Internet Revenue Internet Pct. Of Total Internet
Revenue Internet Pct. Of Total Internet
Revenue Internet Pct. Of Total Internet
Revenue Internet Pct. Of Total Internet
Revenue Internet Pct. Of Total Internet
Revenue Internet Pct. Of Total Internet
Revenue Internet Pct. Of Total Internet
Revenue Internet Pct. Of Total
8.7 1.8 1.5 0.2 2.1 0.2 3.2 0.7 0.6 0.1
0.5 0.2 0.1 0.0 2.0 0.0
395.3 39.3 212.9 14.7 178.3 13.5 169.5 25.8
65.2 5.6 61.6 17.2 53.6 3.0 194.4 3.0
Motor Vehicles
Petro-chemicals
Utilities
Paper/office products
Shipping/ warehousing
Food/ agriculture
Other
Source Forrester Research, cited in Wall Street
Journal Special Report, Selling Points,
(December 7, 1998)
11
???? ???? ?? B-to-B ????? ??(Industry adoption
rates)? ??? ????.
1. ????? ??
U.S. Business-to-Business Internet Revenue as
Percent of Total Industry Sector
400
40
30
20
Computing/Electronics
300
Motor Vehicles
Internet Revenue ( in billions)
200
10
Utilities
Petro-Chemicals
5
100
Paper/Office Products
Shipping
Food/Agriculture
0
0
250
500
750
1000
1250
1500
1750
Total Size of Industry Sector ( in billions)
Source Forrester Research (December 1998),
cited in Wall Street Journal Special Report,
Selling Points, (December 7, 1998)
12
1. ????? ??
?? ??? ?? ???? ??? ????? ??? ??? ??? ????, ?? ???
?? ???? eCommerce? ??? ??? ?? ? ??? ?????.
?? Forrester Research, Chemical Manufacturers
Resources Association ? Andersen Consulting ?? ??
13
???? ?? ???? Homepage ???? ????, ??? ???? ?? ??
??? ???? ??? ???? ???? ????.
1. ????? ??
??? ?? ?? ?? ?
??? ?? ?? ?? ?? ??

• National Starch and Chemical
• Otsuka Chemical Co., Ltd.
• Petrovlis - Holland
• Phase-Transfer Catalysis, Inc
• PPG Industries, Inc. - Chemicals Group
• Procter Gamble GmbH
• Quaker Chemical Company, Inc.
• Rohm and Haas
• Rhône Poulenc
• Rhône-Poulenc Surfactants Specialties
• S.A. Chemicals
• Sumitomo Chemical Co., Ltd.
• Union Camp Corp./Chemicals

• Akzo Nobel
• Amoco Corporation
• Ashland Chemical Company
• BASF Corporation
• Chevron Corporation
• Ciba-Geigy AG
• Dow Chemical
• DuPont
• DuPont's Performance Lubricants
• Eastman Chemical Co.
• GRACE Davison
• Hoechst AG
• Imperial Chemical Industries PLC (ICI)
• Merck
• Mobil Corporation
• Monsanto

220
187
129
Source ??? ??? ?? - Chemical Week 300 ?? ??
14
2. ????? ????? ????
eCommerce? ????? ??? ?? ??? ????.

• ??? ??? ??? ??? ? ??? ? ???? ??? ? ? ?? ???? ??
  ??
• ??? ???? ? ??? ????? ???? ???, ??? ? ????? SCM ??

Integrate

• ??? ??? ??? ??? ??
• ??????? ?? ?? ? ????? ?? ?? ???? ?? ??

Transact
Level of Technical Complexity

• ??? ??? ??
• Email ? Web?? ??? Application
• ?? ?? ?? ? Feedback ?? ????? ?? ??
• Customer Service

Interact

• ??? ??? ??
• Homepage ???? ?? ??, Site Map, ?? ? ???? ? ???
  ??? ??? ??
• Investor Relations (Financial Information)

Publish
Level of Functional Complexity
15
eCommerce ????? ????? ??? ????.
2. ????? ????? ????
Basic
Intermediate
Advanced
?? ??
?? ??
??? ??
??? ??
?) ?? ?? ??
?? ?? Best Practice
??? Best Practice
16
2. ????? ????? ????
eCommerce?? ???? ???? ?????? ??? ??? ??? ????.
Publish
Transact
Integrate
Interact
??? ???? ? ??? ????? ???? ??? ??? ??? ???? ???,
??? ? ????? SCM ??
??????? ?? ?? ? ????? ?? ?? ???? ?? ??
Email ? Web?? ??? Application, ?? ?? ?? ?
Feedback ?? ????? ?? ??
Homepage ???? ?? ??, Site Map, ?? ? ???? ? ???
??? ??? ??
?? ??

• Product/Service Collaboration
• Process Technology Collaboration

• Product Service Information

???? ????? ??? ??

• Technical Support

Develop Product Services

• Customer Knowledge Relationship Management
• Market Knowledge

• Dynamic Selection Pricing
• Product Auction and Capacity Sales

• Product Use Communication

Generate Demand

• Customer and Technical Support
• Supplier Relationship Management

• Integrated Planning and Forecasting
• Integrated Plant Management

• Customer Information Access
• HSE Communication

• Electronic Order to Cash
• Electronic Procurement
• Supplier Bidding Selection

Fulfill Demand

• Corp Information Communication
• HR Information Access

• Technology Facilitated Training

Plan Manage Enterprise
17
DuPont? ?? ??? needs? ??? ?? ??? ???? ???, ?????
??? ??, ???? ? ?? ??? ???? ?? ???? ????? ?????
2. ????? ????? ????
??? ??
?? ??
??? ??
?? ??
????
?? ??

• ?? ???? ?? ??? ?? ??? ?? ??? navigation? ? ?? ??
  ??
• ?? ??? ?? ??? ?? ??? ??
• ??? ?? ?? (French, German, Italian, Spanish,
  Portuguese)
• ?????? ???? ??? ???? ?? ??
• ???? ?? ?? ?? ?? ??
• MSDSs online
• ?? ?? ?????? ??? ??

18
Eastman? ??, ??? ?? ?? ??? ???? CSR?? ?? ??? ???
?? 1/8? ?????, ???? ?? ??? value-added ??? ????
????
2. ????? ????? ????
??? ??
?? ??
??? ??
?? ??
????
?? ??

• ??? ??? ??? ?? ??? ??? ? ????
• ?? ?? ? ?? ??
• ?? ??? ??
• ?? ?? ??
• ?? ?? ?? ??
• ?? ?? ??
• ?? ??? ? data sheets ??
• Material selection tool ??
• On-line? ?? ???? ??? ?? ?? ??
• ?? ??? ?? ?? order status? ??? ? ?? ??? ? ?? ?
• shipping ?? ?? ??? ?? ??? ??? ?? ? ?? ??? ??? ?
  ?? ?

CSR Customer Service Representative
19
GE? TPN??? B-to-B ???? ????? ????, ?? ???? 30
?? ? 3? ?? ?? ??? 5?-7??? ???? ??? ??????.
2. ????? ????? ????
??? ??
?? ??
??? ??
?? ??
??? ??
?? ??

• ??? ?? ??? ???? ?? ??, ???, ?? ????? ??? ???? ??
• ?????? ?? ?? ??? ????? ??? ?? ???? ? ?? ?? ?????
  ?? ????? ??
• ????? ??? ?? ????? ?? ? ???? ??, ??, ??? ??
  ????? ??
• ????? 3?? ???? ???
• TPN Post ????? ?? ?? ???(RFQ)? ??? ?? ???? ?????
  ???? ?? ??
• TPNMart ?? ????, ???? ? ??? ?? ??
• TPNWeb Services ? ??? ??? ??
• ??
• 3? ?? ????? 5? - 7?? ??
• ??? ??? ??? ??? 50 ??
• ?? ???? 30 ?? ? ? ????? 5 - 20 ??
• ??? ?????? ?? ?? ??
• ????? 60? ? ?? ?? ??
• ??? ??? ? ???? TPN ??

TPN Trading Process Network
20
Shell Chemicals?, 37? ?? ??? ???? 20?? ???? ???
?? ??/?? ????? ???? 700??? ?? ?? ??? ??????
2. ????? ????? ????
??? ??
?? ??
??? ??
?? ??
?? ??
??? ??

• ?? ???? VMI(Vendor Managed Inventory) ???? ???
  70 ?? ???? 90? ????? 300??? ?? ?? ??
• ???? ?? ?? ? ??? ?? ???? 400??? Supply Chain ??
  ?? ??? ???

21
??? ??? framework? ?? ? ????? 4?? ???? ?? ??
?????? ??? ? ?? ??? ??? ?? ??? ? ????.
2. ????? ????? ????
????? ??? ?? Framework
??? ??
?? ??
??? ??

• ?? needs? ???? ?? ??
• ?? needs? ???? ?? ??

• ?? ?? ??
• ??? ?? ??? ?? ??? option ??
• ?? ?? ?? ??

• ???? ?? ?? ??
• ?? ?? ?? ??
• ?? ?? ?? ??

• ??? ??? ?? ?? ??

• ?? ?? ??
• ??? ?? ??

• ??? ??, ?? ?? ??

• ??? ???? ? ????
• ?? ? ????/?? ?? ??

• ??/??? ?? ? ??, ?? ?? ?? ??? ??

• ???? ? ??? ???? ??
• ?? ??? ?? ? ?? ?? ??

• ????? ??? ?? ? ?? ???? ??

• ??/???? ?? ???? ??
• ?? ?? ??

22
3. ????? ????

• ?????? ?? ?? ??? ????? ??? ??? ??? ?? ? ?? ????
  ??? ? ? ????.

?? ?? ??
???? ??
?? ?? ?? (Loyalty)
???? ??? ??
?? ???? ??? ??
???? ?? ???
?????
?? ?? ??
??? ??
????
??? ???? ?? ??
23
3. ????? ????
?????? ?? ? 10?? ??? ????? ??? ? ?? ??? ??? ??
??? ? ????.
1 Billion Chemical Co.
1 Billion Chemical Co. Benefit ( ,000)

• Sales and Marketing 4,050
• Order Processing 850
• Technical Support 4,800
• Logistics 4,050
• Procurement/Materials 24,800
• RD 12,000
• Sub-Total 50,550

• Increase Sales, 10 (global reach)
  15,000
• Improve Profitability Mix 10,000
• Sub-Total 25,000

• Increase in inventory turns, 6 to 11
  Sub-Total 9,100

Total 84,650
Increase Operating Income by 70
Source Multi-chemical client activity costs, AC
eCommerce engagements, external resource, AC
analysis.
24
eSCM(Supply Chain Management)? ???? ??? ?? ?? ?
???? Supply Chain? ??/?????, ??? ?? ? ???? ????
??? ???? ??? ?? ?? ? ?? ???.
3. ????? ????
-eSCM To-Be ?? -
-?? ??? -
-?? -
- ?? ?? -
?? ???
?? ???
?? ???
?? ??
?? ??
Internet
?? ?? ???
?? ?? ???
?? ?? ???
Internet

• E-mail
• EDI
• Intelligent Agent
• publish/subscribe

• E-mail
• EDI
• Intelligent Agent
• publish/subscribe

• ?? ??
• ?? ??
• ?? ??

Supply Chain ?? ??
Supply Chain ?? ??
Supply Chain ?? ??
ERP
ERP
ERP
25
3. ????? ????

• ?????? ?? ?? ???? ??? ???? ??? ?? ??? ?????.

?? ?? ??
???? ??
?? ?? ?? (Loyalty)
???? ??? ??
?? ???? ??? ??
???? ?? ???
??? ????
?? ?? ??
??? ??
????
??? ???? ?? ??
26
????? B-to-B eCommerce??? ???? ?? ??? ??? ????
?????, ??? ??, ?? ??? ????? ?????? ?? ??? ??
?????.
3. ????? ????
??? ??
eProcurement
The Buyer-Centric Website
The Integrated Valued Chain
The Buying Consortium
???
???
The Packager
The Marketplace
The Classifieds
The Seller-Centric Website
Vendor-Managed Inventory
??? ??
Source Andersen Consulting
27
??? B2B Business Model? ??? ?? ??? ??? ????.
3. ????? ????
??? ??
Web site? ?? ??? ?? ??, ???? ??? ?? ???? site?
???? ??? ???? ?. (? Priceline, Bidfind)
The Buyer-Centric Website
???
???
The Marketplace
The Classifieds
The Seller-Centric Website
??? ??
Source Andersen Consulting
28
??? B2B Business Model? ??? ?? ??? ??? ????. (??)
3. ????? ????
??? ??
???? ?? ??? ??? ?? ??? ?? ????? ?? catalogue???
?? ?? ?? ?? ?? ?? (? GE-TPN, Marshall)
eProcurement
The Integrated Valued Chain
The Buying Consortium
???
???
The Packager
Vendor-Managed Inventory
??? ??
Source Andersen Consulting
29
3. ????? ????
1995 ??, ?? ?? ??? Catalog ??1997 Online ??
?? ??1999 San Francisco? ??????
13??(1999)??? ? 65??? ??? 3,360,000?? ???
194,638
???
?? ??? ??
???
IVP Technology Corporation
Inquiry ??
Stanford University
Spot Auction
???
Offer ??
???
Dow Chemical
Inquiry ??? ??
30
3. ????? ????

• ??? ??? ???? ???? ? ??? ??? ??? ??? ?? ?????.

??? ??? ???? ?? ?? ?? ? ??? ???? ??
? ?

• ??? ??? ???? ??, ?? ??? ??? ?? ??
• ???? ??? ?? ??? ?? ??
• ?? ?? ??? ???? ? ?? ?? ??? ??
• ?? ??? ???? ?? ??? ?? ? ??
• ??? ???? ?? ??? ?? ??
• Business Architecture? ?? ? ??? ??

????
31
3. ????? ????

• ???? ????? ???? ???? ??? ?? ????? ?????.

• eCommerce is NOT a choice Lead ?? ???, ?? ????
  ?? Lead ?? ????.
• Think big, start small, grow fast
• Speed matter
• First Leader, not first mover, counts.
• Critical mass? ?? ?? ?? ?? ??? ??-????(e.g., ???
  20 ??)
• ??? ?? ??
• ??? Incentive Model? ??? ?? ?? ?? ??

32
eCommerce? ?? 3?? ???? ???? ?? ??????.
3. ????? ????
3 Guiding Principles

• Market ???? ?? -Intention Value
• ??? ?? - ?? ??? ??
• Alliance??? (????, ???)

Think Big
1
Scale Fast

• Market ? ???? ? ?? ???? ??
• ???? ???? ??? ????
• Critical Mass??? ?? ??? ??

eCommerce Deployment
3

• ?? ??? ??
• ?? ???
• ??? ????? ??
• ?? ? ????? ??

Start Smart
2
1998
1999
2000
2001
2002
2003
Years