科尔尼咨询报告在数字经济中竞争（英语版）ppt课件

1、November 17, 1999Northwestern UniversityHigh Tech ClubCompeting in the Digital EconomyAgendaIntroduction What is the Digital Economy?Drivers of the Digital EconomyNew Business Practices What Does it Take to Win?Time-Value Competition Content and containers Intelligent Markets - the Digital Value Net

2、workIntelligent execution - competing on insightIntelligent organizations Introduction to the Digital EconomyDigitalEconomyThe last three decades have seen the emergence of a digital economy characterized by an increased emphasis on computing and communicationsThis increased use of computing and com

3、munications (“digitization) is changing the world of businessIndustrialEconomyPre-IndustrialEconomyPre-18501850-19601960-PresentThis period is comparable to previous economic upheavals and impacts all industriesNew economies emerge at the inflection point of previous economies and co-exist with thei

4、r predecessors170018001900Agricultural EconomyIndustrial EconomyDigital Economy2000World EconomyPresent DayInformation is becoming the key input, which is changing the way businesses operate and the nature of workRatio of Expenditures on Information to Production Technology19801975197019651983806040

5、201820184018601880190019201940196019801995Notes:(1) Consists of service workers, including positions such as finance, marketing, etc. in industrial companies(2) Consists of physical workers in industrial firmsSources: “Information Technology and the Corporation of the 1990s (1994), U.S. Bureau of La

6、bor Statistics (1996)U.S. Employment By Occupation(Percent Of Total)IT$PT$Type Of Worker“Knowledge Workers(1)“Touch Labor(2)Agriculture Digitization allows work to occur any time, any place leading to a dramatic increase in global activity DriversReduced costs of communicationImmediate access to inf

7、ormationRapid diffusion of technologyIncreased access to new marketsIncreased number of competitorsSources: F.C.C., U.S. Department of TreasuryU.S. Direct Overseas Investment($ Billion)1980199319801993Foreign Direct Investment In The U.S.($ Billion)1980199519851990Overseas Telephone Calls($ Million)

8、Information Technologys Share of the GDP continues to grow, fueling the Digital EconomyDrivers of the Digital EconomyAdvances in technology and improvements in information management are driving digitizationMetcalfes Law of Network ValueGreater Storage CapabilitiesCheap, Deregulated CommunicationsIn

9、ternet AccessPervasive usageJava and JiniFixed and removable Hard drivesCD-ROMsDVDsTelephonesSatellitesFaxesModemsIncreasingly DigitizedBusiness ProcessesMoores Law of MicrocomputingMicroprocessorsPersonal computersWorkstations“Smart products(Embedded computing)Moores Law of MicrocomputingEvery 12-1

10、8 months, the processing power of microchips doubles103104105106107108109400480808086802868038680486PentiumPentium Pro80786Transistors per ChipDateMoores Law of MicrocomputingAnd with each successive generation, the price per MIPS plummetsMetcalfes Law of Network ValueThe value of the network grows

11、exponentially as the number of members or nodes on the network growsNumber of MembersValue of NetworkExtranet / shared networkManufacturersDistributorsSuppliersLogisticsGreater Storage CapabilityAs with the increasing processing power (Moores Law), storage density for all types of media is growing a

12、t a staggering rate allowing data, images, sound, and other mass content to be stored and accessed digitallyDesktop Hard Drive CapacityGigabytesMegabytesDesktop Memory CapacityCheaper, Deregulated TelecommunicationsTelecommunications was one of the last industries to fall to de-regulation globally s

13、till in process. Before de-regulation we had Groves Law telecommunications bandwidth doubles every hundred years (somewhat in jest). Where de-regulated, price has plummeted, service and bandwidth have increasedBandwidth to the home is rising at a rate commensurate with Moores Law and the growth of s

14、torage mediumModem Speed/TypeTransfer Time9.6 Kbps modem2.3 hours14.4 Kbps modem1.5 hours28.8 Kbps modem46 minutes128 Kbps ISDN10 minutes1.54 Mbps T-1 connection52 seconds4 Mbps cable modem20 seconds8 Mbps ADSL technology10 seconds10 Mbps cable modem8 secondsSource: FCC, CS Docket No. 96-496, 1997;

15、ADSL from Werbach 1997, p.75.Putting it all TogetherWhen taken together, the combined effects of increased computing power, network growth, storage capacity growth, and bandwidth growth provide entire new computing capabilities with each successive generationThe idea of a real-time video phone relyi

16、ng on bandwidth, computing power, and storage was once science fiction and is quickly becoming a realityDistributing digital quality pre-recorded and live music and video, again relying on bandwidth, computing power, and storage, has become a reality only in the past yearForward thinking companies a

17、re employing these new technology capabilities to break the rules, transforming existing industries, and creating entire new onesThis convergence of technology development and resultant new business practices are making traditional business models very unstable and forcing companies to cannibalize t

18、raditional markets, and adopt these new business practices if they are to surviveNew Business Practices Winning in the Digital EconomyThe advent of the Digital Economy is altering “traditional business paradigmsComputing erases information asymmetries previously used to obtain market powerDigitizati

19、on will blur industry, enterprise and geographic boundariesKnowledge, facilities, and capital will be more easily accessible eliminating the existing asymmetriesSupply chains are moved from a sequential flow of information to parallel activitiesDigitization will enable immediate access to informatio

20、n by all participantsProducts, services, relationships and funds are exchanged and altered simultaneouslyThe changes will impact operations first, and ultimately change the structure of entire industriesContent and computing standards reduce high switching costs which previously created exit barrier

21、s for customersSeveral characteristics shape the digital economyTime-Value Competition Content and containers Intelligent Markets - the Digital Value NetworkIntelligent execution - competing on insightIntelligent organizations In the Digital Economy, consumers will have too many choices, too much in

22、formation, and far too much complexity to deal with. What they wont have near enough of is TIMEIncorporating Time into your offering will become a primary differentiator of products and services. Understanding and communicating the Time-Value of an offering will be a key to successTime-Value competi

23、tionTime Available for Desired ActivitiesTime Available for Required ActivitiesConsumer Perception of Time ConsumptionAgricultural Industrial Digital Economy Economy EconomyTime Value Case Study Mobil Speedpass“ to achieve competitive differentiation and customer loyalty within our target market, we

24、 chose to focus our strategy on customer service based on speed (or time) and convenience. Brian Baker, President, North American Marketing & RefiningWhether you have the key tag or the car tag, Speedpass uses an electronic system located in the pump to “talk with a miniature radio-like device (a tr

25、ansponder)Together, these electronic devices provide “instant access to gasoline by automatically charging fuel purchases to the credit card you selected when you enrolledThe Speedpass system operates on a dedicated transponder identification code. Your credit card code remains outside the Speedpass

26、 signal system, maintaining the confidentiality of that information and protecting your account from unauthorized useTraditionally, products have been either predominantly containers (physical objects such as automobiles, compact discs, video players etc) or content (intelligence that adds value suc

27、h as software, print media, GPS systems etc)The market is demanding integrated content intensive products and services. Microprocessors are being integrated into all kinds of products allowing for the incorporation of digital content and intelligenceIndustryAirlinePharmaceuticalAutomotiveChemicalCon

28、tainerAirplaneDrug/TabletsAutomobileChemicalsLoad balancing logic, navigation systems, security checksDosage schedule, Usage schedule, Refill reminderGlobal positioning, self diagnostic maintenance, security systemsConditions suitability monitoring, lot/expiration and usage trackingContent and Conta

29、inersContentContent and Container Case Study GM OnstarMedial EmergencyAccident Services Roadside AssistanceConvenience ServicesIntelligent Markets The Digital Value NetworkValue Chains are being transformed, the internet and other technologies are providing the capability to fully integrate all play

30、ers to increase efficiency and deliver new levels of value to the consumerCustomersCustomersInfomediaryDigital Value NetworkTraditional Supply ChainInfo/Network Platform= Goods Flow= Funds Flow= Information FlowCustomersCustomersMonorails virtual business model reinvents the nature of competition in

31、 the computer businessSource: FastCompany “This Virtual Company Is For Real 12/97; Monorail Website monorail/about/company.htmEnd CustomersMONORAILFederal ExpressSun Trust BankSykes EnterprisesSCIOrder processingShipping/DeliveryTechnical supportProduct designProduct marketingManufacturingAssemblyWa

32、rehousingCreditInvoicing/CollectionsA/R managementIntelligent Markets Case Study - MonorailIntelligent execution - competing on insightFarmers leverage satellite monitoring systems to yield dramatic savings on key inputs such as seed, fertilizer, and insecticideGauge mineral / nutrient contentMonito

33、r yield+Adjust dispersalMeasure sunlight+Detect disease Source: CIO Magazine “Lean Acres 10/1/98AnalyzeIntelligent OrganizationsTechnology is making markets more efficient, and creating new markets for products and services that were traditionally done within the 4 walls of corporationsAs technology drives down the transaction costs associated with sourcing any kind of service and efficient markets evolve to fulfill those services, the definition of “firm is being changedCompanies are being forced to focus on