Presentation of the eBusiness project of the Business Unit Paper

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Presentation of the eBusiness project of
theBusiness Unit Paper
Jürgen HackenbroichGlobal eCommerce Coordination
Business Group Specialty ProductsJuergen.Hackenbr
oich.jh_at_Bayer-AG.de
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SolutionsforPaper.com - The global online home
for the paper industry
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Business Unit Paper - part of Bayers Business
Group Specialty Products
Health Care Agriculture Polymers
Chemicals
Pharmaceutical
Fine Chemicals
Crop Protection
Plastics
Specialty Prod.
Diagnostics
Animal Health
Rubber
Polymer Additives
Paper
Consumer Care
Polyurethanes
H R
Ion Exch. Resins
Textile Auxiliaries
H.C. Starck
Coatings Col.
Material Protection
Leather
Fibers
Wolff Walsrode
EC
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Key facts 1999
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eStrategy Approach
Run

• Implement and host
• Technical implementation
• Run and host

Build

• Conceptual design of the To-Be eCommerce
  services
• Information
• Communication
• Transaction/Interaction
• Prepare for the implementation of targeted
  eCommerce models and services

Think

• Determine the eStrategy
• eBusiness opportunity assessment
• Identification of the To-Be eCommerce portfolio
  and services
• eAlliancies / eMarketplaces / own Portal
• High level business case
• Key enablers

Plan Do Review
The internet year has three months, therefore the
project builds on continuous learning through
creating a recurring plan.
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eBusiness trends within the paper
chemicalsindustry

• Intermediaries are stealing value from
  traditional distributors
• Papermartuk.co.uk offers paper products to the
  end customer markets, thus eliminating
  traditional wholesalers and their margins.
  Founding members are StoraEnso, UPM Kymmene,
  Haindl, Contract Paper,

• Traditional competitors are forming eAlliances
• Hercules and its 13 partners (e.g. Eastman
  Chemical, Rohm and Haas, Solutia, Occidental
  Chemical, Sunoco Chemicals, etc.) founded a
  global, internet-based B2B marketplace called
  Enerva. The main purpose of this website is the
  optimisation of relationships of joint ventures
  and the integration of supply chain processes

• New marketplaces offer value added services to
  the industry
• PrintBid.com offers automated requests for quotes
• PaperExchange.com offers credit and logistics
  facilities
• Pulpandpaper.net has strategic alliances with
  publishers and news services worldwide to supply
  industry information

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Competitive position assessment
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The focus areas cover the realization of 4
eBusiness models
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32 services will form the basis for the initial
website personalizing core target groups
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Website channel system - Services
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Business Center
personalized area
unpersonalized area
eC
area for registered customer
area for non-registered customer
Product Catalogue
Direct Ordering
eC
Request for quote
Online Ordering Center
Shopping basket
Login / logoff
login
Fill in form sheet
R/3
eC
Articles already purchased from our customers
including price information etc.
My Catalogue
Product Catalogue
Catalogue
select
eC
Shop. basket
Shopping basket
RfQ
R/3
R/3
will be realized with standard BAPI
eC
Create Inquiry
Create Order
Create Inquiry
transaction
generate e-mail
Order entry
R/3
R/3
R/3
R/3
History
Inquiry List
Offer List
Order List
Contract List
list
Tracking
R/3
R/3
R/3
eC
eC
eC
eC
Customer Data
Terms Conditions
Agencies Sales reps.
Service Analysis
Agencies
Accounts
Documents
CRM
display
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Transactional services
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IT infrastructure
User Frontend eC Application
Middleware Backend
ATP / Pricing and order entry (synchronous data
exchange)
Realtime Data Warehouse (asynchronous data
exchange)
Domino and Application Server
browser
Web- Server
Backend systems R/3 ISV RW

• User Management
• Personalisation
• Transactions
• Content Management
• (Imperia)

Marketplace Customer system Supplier System
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Design Principles

• Image/Distinctive Brand Positioning
• Create a Bayer BU Paper Brandworld with
  consideration of the Bayer Corporate Design
• Image promotion of Bayer by development of a UCP
  (Unique Content Proposition)

• Topicality
• A degree of topicality and user-friendliness that
  is as high as possible
• Easy updating and maintenance of the site by
  integrating a very user-friendly editorial system
• Provide a modular expandable basis for future
  online projects
• Use the latest, trend-setting techniques

• Service
• Exploit the internet as a service and advertising
  platform
• Dynamic database solution for easily locating
  product and service information
• A transparent and intuitive navigation
• Clearly highlight the interactive and
  communication functions
• Integrate eBusiness and eCommerce solutions into
  the online marketing channel to simplify
  transactions and improve operational efficiency

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Website - structure, navigation, design
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myWebsite Principle
Personalised Channel Systems
Content Configurator Principle

• Sales
• Purchasing
• Research
• Production
• Process Engineering

Characteristics

• The content configurator draws together content
  appropriate to identified target groups
• It increases the appearance of a specialised
  website tailored to a target groups direct needs
  (Quick to define and adjust to keep relevance)
• Users can move swiftly from the tailored site to
  the general view for other occasional needs (Fast
  access to frequently used information no loss of
  overall richness of site)
• Monitoring reports will identify who is
  interested in what on the site, without the users
  having to identify themselves or type in
  information

Personalised Web site
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Overview project timeline
Go live
2000
March
April
May
June
July
August
September
October
Think
Build
Test/Run

• Determine the eStrategy for the BU PAP
• eBusiness opportunity assessment
• To-Be eCommerce portfolio and services
• High level business case (Focus investments in
  hard, middle, software)
• Key enablers

• Conceptual design of the To-Be eCommerce
  services
• Information
• Communication
• Transaction/Interaction
• Prepare for the implementation of targeted
  eCommerce models and services

• Implement and host
• Technical implementation
• Run and host

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Next steps Global roll out assuring identical
Look Feel worldwide
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Corporate log in (dot.com) - Go regional
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Our Screensaver for take-away The art to make
fine paper