?????? ???? ??? ???? ??? 2003? 11? 21? ??????? ???????? ? ? ? (02-958-3612, jklee@kgsm.kaist.ac.kr) - PowerPoint PPT Presentation


Title: ?????? ???? ??? ???? ??? 2003? 11? 21? ??????? ???????? ? ? ? (02-958-3612, jklee@kgsm.kaist.ac.kr)


1
?????? ??????? ???? ???2003? 11?
21???????? ????????? ? ? (02-958-3612,
jklee_at_kgsm.kaist.ac.kr)
2
? ?
  • B2C EC? ????
  • ??? ???? ????
  • B2C ?????? ??? ??
  • ???? ????? ??? ?? Amazon.com? ??
  • ???? Direct Marketing Dell? ??
  • B2B EC? ?? ??? SCM
  • B2B EC? ??
  • B2B? ???? ????? ???? Covisint? ??
  • eProcurement? ?? ??
  • ????? ??? GE iMarketKorea? ??
  • CPFR Wal-mart? ?? ??
  • Desktop Purchasing? ?
  • SCM? ???? Volvo CE ????
  • SCM Outsourcing? ??

3
Internet Usage Rate by Age
??? ??? ????
()
93.3
100
91.4
89.8
84.6
74.6
74.1
69.4
61.6
43.6
50
39.3
35.6
22.7
9.3
8.7
5.7
0
619 years
20s
30s
40s
50 or over
old
4
Internet Penetration by Gender
Penetration Rate
Female
Male
Male
Female
Relative Ratio
5
Main Internet Using Place (Most frequently
using)
6
Internet Usage Frequency
(,Internet user)
7
Electronic Shopping Mall
8
eCustomer at an eMall
B2C ?????? ??? ??
  • Gender
  • Male 43.7
  • Female 53.5
  • Corporate 2.8
  • Age
  • Less than 20s 5.2
  • 20s 37.6
  • 30s 34.3
  • 40s 15.6
  • Above 50 7.3

9
eTailing? ?? ?? ??? ?? ?? ?? ??
(?? ??)
? ? ? ? 2000? 2001? 2002? 2003?
??? ??? ? ? 13,466 25,800 51,425 72,406
??? ??? ? ? 5 7 11 13
??? ??? ??? 121.6 91.6 99.3 40.8
TV ??? ? ? 11,211 18,374 42,982 56,452
TV ??? ? ? 4 5 9 10
TV ??? ??? 79.1 63.9 133.9 31.3
??? ? ? 151,000 165,000 185,000 205,000
??? ? ? 54 47 40 37
??? ??? 13.5 9.3 12.1 10.8
??? ? ? 106,000 141,000 179,000 218,000
??? ? ? 38 40 39 40
??? ??? 39.5 33.0 27.0 21.8
? ? ? ? 281,677 350,174 458,407 551,858
? ? ??? - 24 31 20
(?? ??? ?? ???????)
10
???? ?? ?? (2002.9)
??? 2001 2001 2002 2002 2002 2002 ??? (3/4)??????  
??? 2001 2001 8? 9? 3/4??   ??? (3/4)?????? ??? ()
??? 3/4??   8? 9? 3/4??   ??? (3/4)?????? ??? ()
??? 3/4?? ??? 8? 9? 3/4?? ??? ??? (3/4)?????? ??? ()
? ? 861,542 100.0 502,946 536,625 1,541,713 100.0 680,171 78.9
1. ??? ? ???? 205,748 23.9 69,539 67,188 206,373 13.4 625 0.3
2. S/W (?? S/W) 17,585 2.0 5,933 6,359 18,417 1.2 832 4.7
3. ??/??/???? 174,047 20.2 96,696 94,573 288,262 18.7 114,215 65.6
4. ?? 48,062 5.6 25,540 24,891 73,845 4.8 25,783 53.7
5. ??/???/?? 13,009 1.5 8,248 7,620 23,217 1.5 10,208 78.5
6. ?? ? ????? 62,106 7.2 32,014 34,110 93,933 6.1 31,827 51.2
7. ??/???? 19,938 2.3 10,487 11,220 33,297 2.2 13,359 67.0
8. ??? ? ???? 22,765 2.6 16,966 25,050 59,781 3.9 37,016 162.6
9. ? 4,803 0.6 2,228 2,582 7,111 0.5 2,308 48.1
10. ???/???? 23,633 2.7 17,716 17,555 55,870 3.6 32,237 136.4
11. ????/????? 67915 7.9 57,886 68,062 184,440 12.0 116,525 171.6
12. ??/?? ? ???? 46,482 5.4 43,530 45,993 131,977 8.6 85,495 183.9
13. ???/?? 19,375 2.2 25,102 28,484 77,218 5.0 57,843 298.5
14. ??/?? 11,221 1.3 5,223 5,626 16,345 1.1 5,124 45.7
15. ???? 29,115 3.4 25,561 37,225 87,756 5.7 58,641 201.4
16. ?? ??? 17,066 2.0 19,976 23,571 62,401 4.0 45,335 265.6
17. ? ? 77,690 9.0 40,301 36,517 121,471 7.9 43,781 56.4
18. ???? ?? 984 0.1 - - - - - -
(?? ???)
(?? ??? 2002.11)
11
???? ???? ?? ???
2001 2001 2001 2002 2002 2002 ???? (2002? 2?) ???? (2002? 2?) ?? ?? (2002? 2?) ?? ?? (2002? 2?)
2? 2? 12? 1? 2? 2? ???? (2002? 2?) ???? (2002? 2?) ?? ?? (2002? 2?) ?? ?? (2002? 2?)
??? () 12? 1? ??? () ??? () ??? ()
?? 1,867 100.0 2,166 2,212 2,276 100.0 64 2.9 409 21.9
??? 278 14.9 320 326 347 15.2 21 6.4 69 24.8
??? 1,589 85.1 1,846 1,886 1,929 84.8 43 2.3 340 21.4
(?? ???, 2002? 4?)
12
???? ???? ?? ?? ??
(?? US ?? ??)
2001? 2001? 2001? 2002? 2002? 2002? ???? (2002? 2?) ???? (2002? 2?) ?? ?? (2002? 2?) ?? ?? (2002? 2?)
2? 2? 12? 1? 2? 2? ???? (2002? 2?) ???? (2002? 2?) ?? ?? (2002? 2?) ?? ?? (2002? 2?)
??? () 12? 1? ??? () ??? () ??? ()
? ? 182.3 100.0 295.0 334.2 337.1 100.0 2.9 0.9 154.8 84.9
??? 121.8 66.8 220.0 234.2 247.8 73.5 13.6 5.8 126.0 103.5
??? 60.5 33.2 95.0 100.0 89.3 26.5 -10.7 -10.7 28.8 47.6
(?? ???, 2002? 4?)
??? ??? 15.2 ???? ?? 5?? 55??
13
? ?
  • B2C EC? ????
  • ??? ???? ????
  • B2C ?????? ??? ??
  • ???? ????? ??? ?? Amazon.com? ??
  • ???? Direct Marketing Dell? ??
  • B2B EC? ?? ??? SCM
  • B2B EC? ??
  • B2B? ???? ????? ???? Covisint? ??
  • eProcurement? ?? ??
  • ????? ??? GE iMarketKorea? ??
  • CPFR Wal-mart? ?? ??
  • Desktop Purchasing? ?
  • SCM? ???? Volvo CE ????
  • SCM Outsourcing? ??

14
eTransformation of Traditional Business
Clicks Mortar
Bricks Mortar
  • Online and Offline Synergy

Traditional Business
Pure Clicks
Reengineer Traditional Way of Doing Business
  • Online Only
  • Dis-intermediation
  • Channel Conflict
  • Replace Offline Inefficiency
  • Supplement the Traditional Channels
  • Focus of eTransformation
  • Boost Online Sales Reduce Cost Resolve
    the Channel Conflict

15
Amazon in the early stage (till early 1999)
  • Started with books
  • High Growth 34 monthly
  • Sales 600 million in 1998
  • Cyber Book Market Share about 50
  • 5.1 million titles
  • 700 titles in stock Inventory and Logistics
  • Inventory Turnover Rate 42 (BN2.1)
  • Loss 5.7 million in 1997
  • Stock Price 7 (1996), 35(98. 12. 29.), 200
    (99. 1. 19)
  • Market Cap 25.4 Bil (99. 1. 19.)
  • Logistics by Ingram Book Group (Wholesaler)
  • http//www.businessweek.com/1997/43/b3550148.htm
  • Products Diversification
  • Competitor Wal-mart

16
Amazon Updated Hope?
  • Customer rose by 2.5 Mil in Q2, 2000, totaling
    more than 22.5 Mil by the end of Q2, 2000.
  • Book, music, and video sales finally yield
    profits.
  • Sales 385.28 (Q2, 2000)
  • Profit 10.06 (Q2, 2000)
  • High growth in electronics.
  • Keeps 1.1 Bil in cash
  • Sold the search and personalization service to
    AOL at 100 Mil.
  • Sources
  • http//www.ecommercetimes.com/perl/story/3885.html
  • http//news.cnet.com/news/0-1007-201-4418213-0.htm
    l?tagbplst
  • http//www.informationweek.com/story/IWK20010724S0
    002

17
Profit of Amazon
  • (Jan 22, 2002) http//money.cnn.com/2002/01/22/tec
    hnology/amazon/

2003 Q2 Revenue 1.1 Billion (36 up from 2002
Q2) - 43 million net loss Books
and other media account for more than 78 81 of
annual growth in the international
market. http//www.usatoday.com/tech/techinvestor/
techearnings/2003-07-22-amazoncom_x.htm
18
Amazon.com? ??
19
BN ? BN.com? ??
20
Amazon and Toys R Us Strategic Alliance
  • Alliance of pure-play with traditional retailer
  • Toys R Us had limited logistics capabilities
    including distribution centers
  • Amazon failed in the toy market lacking supplier
    relationships with toy manufacturers
  • Alliance allows each partner to leverage each
    others core strengths

21
(No Transcript)
22
Retailers toward Clicks and Mortar
  • Walmart Online
  • Wal-mart
  • 3,300 stores I million workers 218 billion
    revenue (2002)
  • Announced to offer over 80,000 of its products on
    the Internet
  • Has a strong supply chain
  • Next Amazon.com?
  • http//moneycentral.msn.com/articles/invest/jubak
    /3519.asp
  • Three relaunches http//seattle.bcentral.com/sea
    ttle/stories/2001/03/12/daily3.html
  • Alliance with Amazon.com desirable?
  • Spinoff desiable? Repurchased.
  • On/Offline Integration Synergy
  • Tire install, pharmacy pickup, photo develop and
    online card, buy online and return offline, out
    of stock item find online.
  • http//ecommerce.internet.com/news/insights/trends
    /article/0,,10417_1501651,00.html

23
?? ???? On/Offline ?? eTailer? ???
2001? 2001? 2001? 2002? 2002? 2002? ???? (2002? 2?) ???? (2002? 2?) ?? ?? (2002? 2?) ?? ?? (2002? 2?)
2? 2? 12? 1? 2? 2? ???? (2002? 2?) ???? (2002? 2?) ?? ?? (2002? 2?) ?? ?? (2002? 2?)
??? () 12? 1? ??? () ??? () ??? ()
?? 1,867 100.0 2,166 2,212 2,276 100.0 64 2.9 409 21.9
Online 586 31.4 690 720 747 32.8 27 3.8 161 27.5
On /Offline 1,281 68.6 1,476 1,492 1,529 67.2 37 2.5 248 19.4
(?? ???, 2002? 4?)
24
?? ???? On/Offline ????? ?? ??
(?? US ?? ??)
2001? 2001? 2001? 2002? 2002? 2002? ???? (2002? 2?) ???? (2002? 2?) ?? ?? (2002? 2?) ?? ?? (2002? 2?)
2? 2? 12? 1? 2? 2? ???? (2002? 2?) ???? (2002? 2?) ?? ?? (2002? 2?) ?? ?? (2002? 2?)
??? () 12? 1? ??? () ??? () ??? ()
?? 182.3 100.0 295.0 334.2 337.1 100.0 2.9 0.9 154.8 84.9
Online 74.2 40.7 110.9 116.3 124.3 36.9 8.0 6.9 50.1 67.4
On/Offline 108.1 59.3 184.1 217.9 212.8 63.1 -5.1 -2.3 104.7 96.9
(?? ???, 2002? 4?)
(?? ???, 2002? 4?)
Pure Online ??? ??? 32.8
25
????? ??? ??
  • ??? ??
  • ?? ??
  • ??? ??
  • ?? ?? Hosting Solution
  • ???? ????? ???? Amazon ? BN.com
  • ???? ????? ???? Amazon ? ToyRUs
  • ???? ????? Synergy Wal-mart.com

26
? ?
  • B2C EC? ????
  • ??? ???? ????
  • B2C ?????? ??? ??
  • ???? ????? ??? ?? Amazon.com? ??
  • ???? Direct Marketing Dell? ??
  • B2B EC? ?? ??? SCM
  • B2B EC? ??
  • B2B? ???? ????? ???? Covisint? ??
  • eProcurement? ?? ??
  • ????? ??? GE iMarketKorea? ??
  • CPFR Wal-mart? ?? ??
  • Desktop Purchasing? ?
  • SCM? ???? Volvo CE ????
  • SCM Outsourcing? ??

27
Dell Computers Direct Marketing Lessons
  • Dells Performance (built in 1984 at dormitory)
  • Online Sales
  • 50 million/day (50 of Total Sales at 2000-2Q)
  • Austin Business Journal, August 10, 2000
    http//austin.bizjournals.com/austin/stories/2000
    /08/07/daily23.html
  • 30 million/day (40 of Total Sales at 1999-2Q)
    (99.8. BizReport.com)
  • Characteristics of Direct Marketing Model
  • Small Order Order-to-Make JIT Small Purchase
    Small Delivery
  • Customer Relationship Management One-to-one
    Marketing

(Source Dell Computer Financial)
Stock Price ()
Profit (Mil)
Revenue (Bil)
Inventory (UnitDay)
60
750
12
40
45
500
9
30
30
250
6
20
15
0
3
10
0
0
-250
0
94
95
96
97
98yr
94
95
96
97
98yr
94
95
96
97
98yr
94
95
96
97
98yr
28
CSFs of Dell
  • Make-to-Order and Mass Customization
  • Flexible Manufacturing System a Requisite
  • Nature of Product (ex. Automobile) Complexity of
    Implementation
  • SCM for Just-In-Time Part Delivery
  • Low Inventory
  • Database Marketing and Consumer Intimacy
  • Data Warehouse and Web Mining
  • Single Contact Point on the Internet and Online
    Customer Service
  • Number 1 customer satisfaction Aug 10, 2001,
    Dell Press Release
  • High Reliability and Reputation
  • Technological Excellence
  • Price Competitiveness
  • Delivery Date Estimation and Seamless Tracking
    System

29
Competitors Response IBM
  • Bricks Mortar ? Clicks Mortar
  • Channel Conflict
  • Price and Service Differentiation
  • Resolution of Channel Conflict
  • Transform to Pure Clicks?
  • Products (PC) and Geographical Market (USA)
  • Who has the Power? A Manufacturer or Retailers
  • Transformation of Manufacturing System
  • Order-to-Make
  • Daily Demand Forecast How to cooperate with
    retailers?
  • Layoffs 10 of PC Division

30
Compaq Experience
  • Compaq
  • Price at Internet Channels Cheaper
  • Severe Resistance of Traditional Retailers
  • Revenue and Stock Price Collapsed
  • CEO Replaced (April 1999)
  • Layoffed 3,000 (Q3 in 1999)
  • Tried to reduce dealers and expand the online
    sales
  • Acquired by HP

31
Revenue 22 rise in 2002 3Q 28 annual rise
Industry growth 2
32
Current Story Updated
  • Dell topped Compaq in US PC sales for the first
    time in Q4 1999.
  • IBM slipped to fifth position in US 1999, from
    third place in 1998.
  • http//www.ecommercetimes.com/perl/story/2310.htm
    l, Jan 24, 2000
  • Dell passed IBM global market share in 1999.
  • Ranked No. 1 in Q1 2001.
  • Dell accounts for 95 of growth of industry
    shipment.
  • Volume growth rate nearly 10 times faster than
    industry average.
  • Dell grew 30 from a year ago, while total
    industry declined
  • more than 3.
  • http//www.dell.com/us/en/gen/corpo
    rate/press/pressoffice_us_2001-04-19-aus-000.htm,
    April 19, 2001
  • Number 1 for industry standard server in US Q1
    2001 No. 10 in 1996.
  • Number 2 in global market (Compaq is No. 1
    yet).
  • http//www.dell.com/us/en/gen/corporate/press
    /pressoffice_us_2001-05-01-aus-000.htm, May 1,
    2001

33
? ?
  • B2C EC? ????
  • ??? ???? ????
  • B2C ?????? ??? ??
  • ???? ????? ??? ?? Amazon.com? ??
  • ???? Direct Marketing Dell? ??
  • B2B EC? ?? ??? SCM
  • B2B EC? ??
  • B2B? ???? ????? ???? Covisint? ??
  • eProcurement? ?? ??
  • ????? ??? GE iMarketKorea? ??
  • CPFR Wal-mart? ?? ??
  • Desktop Purchasing? ?
  • SCM? ???? Volvo CE
  • ????
  • SCM Outsourcing? ??

34
B2B EC as an Evolution of B2C EC
? In the early stage of seller-centric
marketplace, the architectures of B2C and B2B
are basically the same.
35
B2B Exchange??? Desktop Purchasing
Buyer
Seller
XML
XML
B2B Exchange
Seller
Buyer
XML
XML
XML
XML
Buyer
Seller
Third Party eMarketplace
36
Security Intranet and Extranet
Manufacturer Extranet
Intranet
Suppliers
Firewall
Internet
Distributors
Intranet
Customers
Firewall
  • Extranet Extended Intranet
  • Platform of B2B EC

37
From ANX to Covisint(Automotive Network Exchange)
  • GM, Ford, Chrysler and 30 suppliers, Dealers,
    Experimental Extranet (1997) 300 supplier (1998)
  • Eventually 30,000 participants expected
  • Information to Exchanges EDI(Order, Delivery),
    E-Mail, Groupware, CAD, e-Payment, etc.
  • Goal of Cost Down 1Billion/Year for Industry,
    71/car
  • Standard Protocol ANX-Certificate (IPSec
    Protocol)
  • Ameritech, Bell Canada, EDS, MCI
    get the certificate.
  • Solution and Service Business ANX eBusiness
    anx.com

38
Automobile Industry and Covisint
  • GM
  • Joint Venture with CommerceOne
  • Announced TradeXchange Private Exchange
    Policy.
  • Goal of Cost Reduction 100/trx ? 10/trx
  • Goal Purchase Cycle time 16 weeks ? few hours,
  • 2 days
  • Ford
  • Joint venture with Oracle Announced AutoXchange
  • Planned Public Exchange policy
  • Merger TX and AX ? Covisint
  • Do they still need private exchanges?
  • Reactions ENX, KNX
  • Hyundai Vaatz ??

39
Covisint Trading Partners
  • ArvinMeritor
  • DaimlerChrysler
  • Delphi
  • Faurecia
  • Ford Supplier Portal
  • Freudenberg
  • General Motors
  • JCI
  • Lear
  • Nissan
  • Peugeot
  • Renault
  • Siemens Automotive
  • Tower Automotive
  • Yazaki NA

40
eProcurement System in B2B EC
BuySite
Customers Corporate Buyer
Suppliers
MarketSite
Web Browser
Supply Order
BuySite
Web Browser
Commerce One Transaction Servers
Print
Web Browser
Web Server
Fax
Fax
User
Email
EDI Format
Customers Firewall
41
2002? ??? ??? ??? ????? ??
? 119?? ????? 9.1 ?????? 91.6 2001? ??
42
Volume of B2B eCommerce by Operator
4Q 2001 4Q 2002 4Q 2002 Change Change in
4Q 2001 Bil Won Change Change in
B2B Trade Volume 24,159 37,248 100.0 13,089 54.2
1) Buyer-Driven 19.939 27,529 73.9 8,590 45.4
- Public - (5,484) (19.6) - -
- Private - (22,146) (80.4) - -
2) Seller-Driven 4,323 8,363 22.5 4,040 93.5
- Public - (875) (10.5) -
- Private - (7,489) (89.5) - -
3) Third Party Driven 888 1,355 3.6 467 52.6
43
Volume of B2B EC by Industry
(in US100M, )
Total Buyer Driven Buyer Driven Buyer Driven Seller Driven Seller Driven Seller Driven Third Party Driven
Total Sub Total Public Private Sub Total Public Private Third Party Driven
Total 227.4 100.0 174.0 33.8 140.2 42.0 7.9
Manufacturing 178.1 78.4 139.8 16.9 122.9 35.0
Utilities (Electricity, gas, water supply 2.0 0.9 2.0 2.0
Construction 9.0 3.9 9.0 9.0
Wholesale/Retail 31.8 14.0 17.7 0.4 17.3 6.2 6.1 6.1 7.9
Transportation 2.2 1.0 2.2 2.2
Communication 3.2 1.4 2.5 2.5 0.7 0.7 0.7
Other Svc. Industries 1.1 0.5 0.8 0.75 0.05 0.3 0.1 0.2
Source Korea National Statistical Office, March
2002
44
? ?
  • B2C EC? ????
  • ??? ???? ????
  • B2C ?????? ??? ??
  • ???? ????? ??? ?? Amazon.com? ??
  • ???? Direct Marketing Dell? ??
  • B2B EC? ?? ??? SCM
  • B2B EC? ??
  • B2B? ???? ????? ???? Covisint? ??
  • eProcurement? ?? ??
  • ????? ??? GE iMarketKorea? ??
  • CPFR Wal-mart? ?? ??
  • Desktop Purchasing? ?
  • SCM? ???? Volvo CE ????
  • SCM Outsourcing? ??

45
eProcurement ??
  • Target of B2B
  • Minimum Price
  • Reverse Auction (???), Tendering (????)
  • Minimum Procurement Administration Cost
  • Desktop Purchasing (DTP)
  • Minimum Inventory and Stockout
  • CPFR (??? ??, ?? ? ?? ??)
  • Item Type ? ??
  • Direct Material CPFR, ????
  • Indirect Material MRO (Maintenance, Repair,
    Operations) ???, DTP
  • Marketplace Type Selection
  • Seller Driven
  • Third Party Driven
  • Buyer Driven Internal vs. External Outsourcing

46
????? ?GE TPN(Trading Process Network)
???
  • Private Reverse Auction
  • Reengineer purchase process
  • Purchase on the Internet
  • 10B(97.10) 16B(2001)
  • 60 of crews relocated , 30 reduced
  • 520 reduced price
  • Bidding cycle time reduced
  • New vendors found
  • Open TPN to other buyers

Mfr
Distruibutor
GE ???
GE TPN
VAR
  • Procurement Process Reengineering
  • Cultivate New Suppliers Supplier ? ?? ????

47
Auction Service ?? Demo (????)
???
????
48
?? ???? ?? iMarketKorea? ?
Quick Bidding ???
??? ??, RFQ ???? ? ?? ??? ?? ??? ????, IMK? ???
?? ??? ???? ???? ??? ???? ?? (??? ?? ??)
Full Bidding ???
??????? ???? ? ??, ? ??, RFQ??, ????, ????? ???
IMK? ???? ?? (??? ?? ??)
49
Collaborative Planning Forecasting and
Replenishment
???? ????
???? ??, Metrics ??, ??
??, ???? ????
POS? ?? ??? ??
??? ??? ????? ???? ?? ??
??? ?? ?????(PO) ??
Collaborative Planning
Collaborative Forecasting
Collaborative Replenishment
???? ????
???? ??, Metrics ??, ??
??? ??? ?? ??
????? ?? ????
?????? ?? ??
??? ??? ????
50
CPFR(WalMart) Retail Link ??
Wal-Mart
(????)
Warner-Lambert(????)
Operational System
EDI
ERP
Data warehouse
Internet
Manufacturing Plan
Retail Link
Sales data about W-L Products
WWW
Review and Comments
Inventory Plan
Forecast
Planner
Planner
  • ??? ??? 13 ? 2 (84.6 ?? )
  • ???? ?? 56 ? ? 2 ?

51
WalMart? Data Warehouse
  • 10,000? ??? ????? Retail Link? ??? ????? ?????
    ?????? ???? ??? ??
  • Interoperability Standard Wal-Mart adopted
    UCC(Uniform Code Council) Net-Certificated
    Software only.
  • 500 TB? Data Warehouse ?? (2002? 3? ?? NCRs
    Teradata)
  • ?? ??? ??? ??? ???? ?? ?? 4?? ? ???? ????
  • 2??? ??, ??, ??, ????(Demographics), ????, ????
    ??? ?? ???? ?? ?????? ??
  • WalMart ??? ??
  • - ?? ??? ???? ?????? ?? ???? ??
  • - ??? ??? ??
  • ?? ???? ?? ?????? ????, ?? ??? ??
  • - ???? ?? ??? ????? ??????? ???? ?? ??? ??

52
CPFR ????
  • CPFR????? ? ????, ? ????, ? ????, ?? ????,
  • ? ??, ????, ?? ??, ? ???? ????? ??? ?? ????? ??
    ?? ? ?? ???? ??

????? ?? ???? ??
?? ??? ???? ?? 2 8
???? ?? 10 40
???? 5 20
???? ?? ?? 3 4
????? ?? ???? ??
???? ?? 10 40
???? ?? 12 30
???? 2 10
????? ?? 5 10
??? AMR Research
53
?? ???? Pilot ??
  • ????
  • ???? ?????
  • ???? ?????, ???, ????, ????
  • ??? ???? IRT, DACOM (eSCM21.net)
  • ? CPFR ???? ??
  • ???? ??
  • ???? ? ???? 40 ??
  • ?????
  • ?? 14.4 ?? ?? 25.3 ??
  • ??? 8.5 ? 3.8(55.3 ??) ????? 75 ??
  • ???
  • ?? 13.5 ?? ?? 30.7 ??
  • ??? 12 ? 2 (83.3 ??) ????? 89.4 ??

Source SCM ??????(2001? 12?)
54
Lotte-Mart? LG?? ??? CRP??
  • Continuous Replenishment Plan ????
  • ???? SCM ???? ? ????? ???, ???? ??
  • LG???? ??? ??/????
  • CRP ???? (2000?? 2001? ??, LG???? ??,
  • ???? 11??? ??)
  • ???? 5.5
  • ??(????) ?? 27
  • ???? ?? 19? ? 14?(26 ??)
  • ??? 11.9 ? 6.7 (44 ??)

Source SCM ??????(2001? 12?)
55
Desktop Purchasing from Internalized Database
  • ?? High Volume, Low Dollar Purchase? ?? ??
    ?? ??? ?? ??
  • ?? Catalog Database ??? ???? ??
  • ???? ?? ?? ????? ?? ????? ??? ??
  • ?? ?? ?? ?? ???? ?????? ????
  • Microsoft? MS Market? ?
  • 70 of Total Volume, 3 of accounts payable
  • Average orders 1,000 per day
  • Purchased 3 billion online
  • Used by 6,000 employees
  • Cycle time 8 ? 3 days
  • Procurement Employee 14 ? 1.5
  • Lockheed Martin
  • 30-35 of purchase decisions back to end users
  • Goal Make electronic catalog a standard for
    small dollar
  • (less than 10,000) procurements

56
???? MRO ????
  • Reverse Auction??? ???? ???? Catalog??? ???? ???
    ?? MRO ??? ??
  • Reverse Auction ?? Strategic Sourcing? Event?
    ????
  • e-Catalogue ?? ??? ???? MRO ??

?? ??? ?? ?? ????? ?? ???
iMarket Korea 2000.12 8,500? (2001? ??) ?? 28 ?? ??? (MRO Marketplace ??) ? ????(??????) ? ????(?? ??) ??SDI, ????, ????, ???? ?
LG MRO 2002.1 (LG Mart ?? ??) 1?1?? (2006? ??) ? ????(??????) ? ???? (?? ??) LG??, LG??, LG????, ???, ???? ?
eNtoB 2000.8 900? (2001? ??) ? ????(??????) ? ????(?? ??) ??,KT, ??,?? ?
57
B2B? Business Model
Server? ??
Buyer
Marketplace
Supplier
Catalog ??
Cart ??
??? ????
?? ??
?? ??
??
??
???? ????
??
??? ??? ??
Order Tracking
58
eSCM ??? ?? ??? ??
?? ???? ??? ????? ??
???? -?? -?? ????? -?? ?? ?? ???? ?? ??? ??? ? CPFR ? ?? ?? ?? ??
???? Spot?? -?? ??? ?? ??? ? ? eAuction ? ? ?? ??
???? -MRO -?? ?? ??? ??? ? ? Desktop Purchasing ? ? ?? ??
RFP, RFQ -?? ?? ??? ? Negotiation ? ?? ???? ??
Sourcing, Negotiation -?? ?? ??? ? SRM Supplier KMS ? ?? ?? ?? ??
59
? ?
  • B2C EC? ????
  • ??? ???? ????
  • B2C ?????? ??? ??
  • ???? ????? ??? ?? Amazon.com? ??
  • ???? Direct Marketing Dell? ??
  • B2B EC? ?? ??? SCM
  • B2B EC? ??
  • B2B? ???? ????? ???? Covisint? ??
  • eProcurement? ?? ??
  • ????? ??? GE iMarketKorea? ??
  • CPFR Wal-mart? ?? ??
  • Desktop Purchasing? ?
  • SCM? ???? Volvo CE ????
  • SCM Outsourcing? ??

60
SCM? ?? Volvo CE
  • SCM? ????

?? 1998? ????? 2002? Volvo CE
???? 450?? ?? 680?? ??
???(?) 3,543? 6,244?
?? 1,980? 1,280?(35 ??)
1?? ??? 1?? 5??
?????? 95? 44?
61
SCM? ?? ERP ??? ??
  • SCM? ?? ERP ??? ??? Intra-SCM? ????
  • ?? ????? ??? ???
  • Y2K ?? ??
  • ?? ???? ??? ?? ?? ??
  • SAP ERP ?? ?? ??
  • ?? ?? ??
  • ?? ??
  • 2??
  • 1 ?? ??? ?? 1998. 4 - 1999. 8
  • 2 ?? ?? ???? ??? 1999.9 - 2001. 1

62
?????? ???????
Supplier
SEM
CRM
e-Business Collaboration, Marketplace
SCM
Partner
e-Business Collaboration, Marketplace
Planning, Performance, BSC, Value Magt,
Control ABC/ABM, Investors Rel
Branch
Data Warehouse
Interface
Interface
ERP
Franchise
Financial A/C
Managerial A/C
HR
Relations
PLM
Enterprise Portal
Customer
Production
Material
Sales
Facility
Purchase
QC
Person
Knowledge Management
eBiz Platform
Corporate
63
ERP System? ?? ??
Business Administration
Sales to Order
Cutomized Modules
FI
CO
SD
Tax Return
AM
PP
Product Development
PDSS (HR)
SAP R/3
MM
PS
PM
WM
SFCS
QM
SM
Order to Delivery
Delivery to Re-Purchase
BW
64
ERP ??? eSCM ??
  • ERP ??? eSCM ??? ????

?? ???? ???? ?????
VCOM
???
MAS, WAS, DIAMOND
????, ??, ??
ERP
??? ?? ???
VIVA
??
Business Data Warehouse
?? ??? ???????
SFCS
VICS
??? ?? ???? ???
R D
Shop Floor Control System JIT, Kanbhan
COLS
VPM
65
?? eSCM ???
  • VIVA(Volvo CE Korea's Integrated VAN System)
  • SAP? ITS(Internet Transaction Server) ??? ????
    ERP ??? ????? ???? ?????? ?? ? ????? ?? ????? ???
    ?? ? ??? ?? ???? ????? ?? ?? WEB EDI ???
  • 1998? 10?? ???? 1999? 8? ERP ??? ??
  • 2002? 6? ??? ????? ?? ??
  • 374? ??? ?? ?? 2,222?? ??????? ????
  • VICS(Volvo Internet Customer Service)
  • SAP ITS ??? ???? ?????????? ERP? ???? ????? 
    Service Parts Information System
  • ?? 280??? ????? ?????? ???? ??, ???? ??, ?? ??,
    ??? ???? ?? ? ?? ???? ??

66
?? ???? ???
  • ?? ?? ? ?? ?? ??
  • ?? BOM
  • VIVA?? ???? ???? ?? ???? ???? ?? ?? ???
  • ???? ?? ??
  • ? ???? ???? ??? 90
  • ??? ?? ?? ?? ? ??
  • ??, RFQ ??
  • ????? ??? ??
  • ? ? ?? ??
  • ?? ??, ??? ?? ?? ??
  • ?? ?? ?? ??
  • ???, QA

67
???? ?? ? ?? ??? ??
  • ???? ?? Supplier Relationship Management
  • SEM (Supplier Evaluation Management) ??
  • ??????? ???? ?? ???
  • ???? ??? 600 ? 300? ?? ??
  • ???? ???? ?? ????? ?????? ??
  • 85? ??? ??
  • ?? ??? SEM?? ?? ? ??
  • 1??? ? ??
  • VIVA? ??? ???? ??? ??? ?? ??
  • ?? ??? ??
  • ?? ?? 95??? 44??? ???
  • ?? ??
  • ??? ?? ?? ???? ??? ???? ??
  • ???? ??, ?? ?? ??? ??? ??, ??? ??

68
??? ?????? ??? (1/2)
  • ?? ??? ??? ?? ??
  • ??? ?? ??
  • 13? ??? ??? ?? ??? ???? 98.3
  • ?? ???? ???? MRP ????? ?? 21???? 1.5??
  • ?? ?????? ?????? ?? ??? ??? ??
  • Just In Time ??
  • 85 ????? ??? ??
  • ?????? ??? ?? ??
  • ??? ?? ???
  • ?? ?? ?? ?? ???? ?? ??? ?? ??
  • BOM ???? ??? ?? 99 ???
  • VIVA? ?? RFQ, ??, ?? ?? ????? ?????? ?? ??
  • ATP (Available To Promise) ????? 15? ?? 2?? ??
  • ??? ?? ??, ?? ????? ?? ??? ???? ?? ??? ??? ??

69
??? ?????? ??? (2/2)
  • ?? ???? ?? ??? ??

????? 36???? ??
?? 1?? ?? ???
  • ?? 1?? ?? ???
  • ERP ?? ?? 35 ?? ??
  • 1?? ??? 5? ??

70
???? ?? ??? ???
  • ?????? ???? ??
  • Steering committee ??? ?? ?? ???? ??
  • ? ??? ??? ???? PI ? ??
  • PI?? ?? ??
  • ???? ????
  • ???? ? ??
  • ???? ??? ?? ???? ?? ???
  • ERP? ??? ?? ????? ?? ???? ??
  • ERP ??????? ?? ???? ?????? ??
  • ??? ??? ???? ???? ??

71
???? ??
  • 89? ???? ??? ??? ERP ??
  • eProcurement ????
  • EDI?? ?? ???? ?? ? Sourcing ? ???? ???? ??
  • ????? 900 ?? ?? ?? ? 1200?? ?? ?????? 125? ????
  • - ?????? ?????? ????? ?? ? ??? ?? ??
  • - 85 ????? 2,800??? ?????? (1.87) ? 90 ?? ??
  • CRM????
  • ???? 5?, ??? 4? ? ???? ?? ? ??? ??? ?? ??
  • ????
  • ?? 6? ? ?? 60? ????? ???? ? ?? ????? ?? ?? (5-6??
    ??)
  • E-voice.samsungsemi.com ??? 1000? ???? ???? ???
    ?? ??
  • 2005? 40??? ?? ??
  • ??? Samsung.co.jp ?? 100???? LCD? ??

72
????? ?? Outsourcing
??? ????? ???? ?? ?? ????? ???? ?? ???? ?? ????? ????? ?? ?? ?? ??
?? ?? 12.3 45.6 40.4 1.8
???? ?? 23.1 53.8 15.4 7.7
???? ??? 9.1 43.2 47.7 0.0
???? ??? 21.1 52.6 21.1 5.3
???? ???? 7.9 42.1 50.0 0.0
73
????? ?? Outsourcing
??? ????? ???? ?? ??????? ???? ?? ???? ?? ????? ????? ?? ??
?? ?? 14.9 40.4 40.4
???? ?? 18.8 43.8 25.0
???? ??? 12.9 38.7 48.4
???? ??? 21.4 50.0 25.0
???? ???? 5.3 26.3 63.2
74
???
  • eTailing? ????? ????? ???.
  • ?? ??? eMall? ??? ????.
  • ???? ??? ?? ???? ??.
  • ???? Direct Marketing? ??????? ?? ??? ???.
  • B2B? ?????? Private Exchange ??? ???? ??.
  • eProcurement ??? ??? ? ???? ??.
  • ?? ??? ?? MRO Spot ?? ???? ??????
  • ?? ??? ?? Collaborative Commerce (CPFR? ??)
  • ?? ?? ?? ?? Desktop Purchasing ?? ??
  • ?? ??? ??? ???? E-Transformation
  • SCM? ????
  • Intra-organizational SCM? ?? ERP? ??????
  • ????? ?? Outsourcing? ??? ??.
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Title: ?????? ???? ??? ???? ??? 2003? 11? 21? ??????? ???????? ? ? ? (02-958-3612, jklee@kgsm.kaist.ac.kr)


1
?????? ??????? ???? ???2003? 11?
21???????? ????????? ? ? (02-958-3612,
jklee_at_kgsm.kaist.ac.kr)
2
? ?
  • B2C EC? ????
  • ??? ???? ????
  • B2C ?????? ??? ??
  • ???? ????? ??? ?? Amazon.com? ??
  • ???? Direct Marketing Dell? ??
  • B2B EC? ?? ??? SCM
  • B2B EC? ??
  • B2B? ???? ????? ???? Covisint? ??
  • eProcurement? ?? ??
  • ????? ??? GE iMarketKorea? ??
  • CPFR Wal-mart? ?? ??
  • Desktop Purchasing? ?
  • SCM? ???? Volvo CE ????
  • SCM Outsourcing? ??

3
Internet Usage Rate by Age
??? ??? ????
()
93.3
100
91.4
89.8
84.6
74.6
74.1
69.4
61.6
43.6
50
39.3
35.6
22.7
9.3
8.7
5.7
0
619 years
20s
30s
40s
50 or over
old
4
Internet Penetration by Gender
Penetration Rate
Female
Male
Male
Female
Relative Ratio
5
Main Internet Using Place (Most frequently
using)
6
Internet Usage Frequency
(,Internet user)
7
Electronic Shopping Mall
8
eCustomer at an eMall
B2C ?????? ??? ??
  • Gender
  • Male 43.7
  • Female 53.5
  • Corporate 2.8
  • Age
  • Less than 20s 5.2
  • 20s 37.6
  • 30s 34.3
  • 40s 15.6
  • Above 50 7.3

9
eTailing? ?? ?? ??? ?? ?? ?? ??
(?? ??)
? ? ? ? 2000? 2001? 2002? 2003?
??? ??? ? ? 13,466 25,800 51,425 72,406
??? ??? ? ? 5 7 11 13
??? ??? ??? 121.6 91.6 99.3 40.8
TV ??? ? ? 11,211 18,374 42,982 56,452
TV ??? ? ? 4 5 9 10
TV ??? ??? 79.1 63.9 133.9 31.3
??? ? ? 151,000 165,000 185,000 205,000
??? ? ? 54 47 40 37
??? ??? 13.5 9.3 12.1 10.8
??? ? ? 106,000 141,000 179,000 218,000
??? ? ? 38 40 39 40
??? ??? 39.5 33.0 27.0 21.8
? ? ? ? 281,677 350,174 458,407 551,858
? ? ??? - 24 31 20
(?? ??? ?? ???????)
10
???? ?? ?? (2002.9)
??? 2001 2001 2002 2002 2002 2002 ??? (3/4)??????  
??? 2001 2001 8? 9? 3/4??   ??? (3/4)?????? ??? ()
??? 3/4??   8? 9? 3/4??   ??? (3/4)?????? ??? ()
??? 3/4?? ??? 8? 9? 3/4?? ??? ??? (3/4)?????? ??? ()
? ? 861,542 100.0 502,946 536,625 1,541,713 100.0 680,171 78.9
1. ??? ? ???? 205,748 23.9 69,539 67,188 206,373 13.4 625 0.3
2. S/W (?? S/W) 17,585 2.0 5,933 6,359 18,417 1.2 832 4.7
3. ??/??/???? 174,047 20.2 96,696 94,573 288,262 18.7 114,215 65.6
4. ?? 48,062 5.6 25,540 24,891 73,845 4.8 25,783 53.7
5. ??/???/?? 13,009 1.5 8,248 7,620 23,217 1.5 10,208 78.5
6. ?? ? ????? 62,106 7.2 32,014 34,110 93,933 6.1 31,827 51.2
7. ??/???? 19,938 2.3 10,487 11,220 33,297 2.2 13,359 67.0
8. ??? ? ???? 22,765 2.6 16,966 25,050 59,781 3.9 37,016 162.6
9. ? 4,803 0.6 2,228 2,582 7,111 0.5 2,308 48.1
10. ???/???? 23,633 2.7 17,716 17,555 55,870 3.6 32,237 136.4
11. ????/????? 67915 7.9 57,886 68,062 184,440 12.0 116,525 171.6
12. ??/?? ? ???? 46,482 5.4 43,530 45,993 131,977 8.6 85,495 183.9
13. ???/?? 19,375 2.2 25,102 28,484 77,218 5.0 57,843 298.5
14. ??/?? 11,221 1.3 5,223 5,626 16,345 1.1 5,124 45.7
15. ???? 29,115 3.4 25,561 37,225 87,756 5.7 58,641 201.4
16. ?? ??? 17,066 2.0 19,976 23,571 62,401 4.0 45,335 265.6
17. ? ? 77,690 9.0 40,301 36,517 121,471 7.9 43,781 56.4
18. ???? ?? 984 0.1 - - - - - -
(?? ???)
(?? ??? 2002.11)
11
???? ???? ?? ???
2001 2001 2001 2002 2002 2002 ???? (2002? 2?) ???? (2002? 2?) ?? ?? (2002? 2?) ?? ?? (2002? 2?)
2? 2? 12? 1? 2? 2? ???? (2002? 2?) ???? (2002? 2?) ?? ?? (2002? 2?) ?? ?? (2002? 2?)
??? () 12? 1? ??? () ??? () ??? ()
?? 1,867 100.0 2,166 2,212 2,276 100.0 64 2.9 409 21.9
??? 278 14.9 320 326 347 15.2 21 6.4 69 24.8
??? 1,589 85.1 1,846 1,886 1,929 84.8 43 2.3 340 21.4
(?? ???, 2002? 4?)
12
???? ???? ?? ?? ??
(?? US ?? ??)
2001? 2001? 2001? 2002? 2002? 2002? ???? (2002? 2?) ???? (2002? 2?) ?? ?? (2002? 2?) ?? ?? (2002? 2?)
2? 2? 12? 1? 2? 2? ???? (2002? 2?) ???? (2002? 2?) ?? ?? (2002? 2?) ?? ?? (2002? 2?)
??? () 12? 1? ??? () ??? () ??? ()
? ? 182.3 100.0 295.0 334.2 337.1 100.0 2.9 0.9 154.8 84.9
??? 121.8 66.8 220.0 234.2 247.8 73.5 13.6 5.8 126.0 103.5
??? 60.5 33.2 95.0 100.0 89.3 26.5 -10.7 -10.7 28.8 47.6
(?? ???, 2002? 4?)
??? ??? 15.2 ???? ?? 5?? 55??
13
? ?
  • B2C EC? ????
  • ??? ???? ????
  • B2C ?????? ??? ??
  • ???? ????? ??? ?? Amazon.com? ??
  • ???? Direct Marketing Dell? ??
  • B2B EC? ?? ??? SCM
  • B2B EC? ??
  • B2B? ???? ????? ???? Covisint? ??
  • eProcurement? ?? ??
  • ????? ??? GE iMarketKorea? ??
  • CPFR Wal-mart? ?? ??
  • Desktop Purchasing? ?
  • SCM? ???? Volvo CE ????
  • SCM Outsourcing? ??

14
eTransformation of Traditional Business
Clicks Mortar
Bricks Mortar
  • Online and Offline Synergy

Traditional Business
Pure Clicks
Reengineer Traditional Way of Doing Business
  • Online Only
  • Dis-intermediation
  • Channel Conflict
  • Replace Offline Inefficiency
  • Supplement the Traditional Channels
  • Focus of eTransformation
  • Boost Online Sales Reduce Cost Resolve
    the Channel Conflict

15
Amazon in the early stage (till early 1999)
  • Started with books
  • High Growth 34 monthly
  • Sales 600 million in 1998
  • Cyber Book Market Share about 50
  • 5.1 million titles
  • 700 titles in stock Inventory and Logistics
  • Inventory Turnover Rate 42 (BN2.1)
  • Loss 5.7 million in 1997
  • Stock Price 7 (1996), 35(98. 12. 29.), 200
    (99. 1. 19)
  • Market Cap 25.4 Bil (99. 1. 19.)
  • Logistics by Ingram Book Group (Wholesaler)
  • http//www.businessweek.com/1997/43/b3550148.htm
  • Products Diversification
  • Competitor Wal-mart

16
Amazon Updated Hope?
  • Customer rose by 2.5 Mil in Q2, 2000, totaling
    more than 22.5 Mil by the end of Q2, 2000.
  • Book, music, and video sales finally yield
    profits.
  • Sales 385.28 (Q2, 2000)
  • Profit 10.06 (Q2, 2000)
  • High growth in electronics.
  • Keeps 1.1 Bil in cash
  • Sold the search and personalization service to
    AOL at 100 Mil.
  • Sources
  • http//www.ecommercetimes.com/perl/story/3885.html
  • http//news.cnet.com/news/0-1007-201-4418213-0.htm
    l?tagbplst
  • http//www.informationweek.com/story/IWK20010724S0
    002

17
Profit of Amazon
  • (Jan 22, 2002) http//money.cnn.com/2002/01/22/tec
    hnology/amazon/

2003 Q2 Revenue 1.1 Billion (36 up from 2002
Q2) - 43 million net loss Books
and other media account for more than 78 81 of
annual growth in the international
market. http//www.usatoday.com/tech/techinvestor/
techearnings/2003-07-22-amazoncom_x.htm
18
Amazon.com? ??
19
BN ? BN.com? ??
20
Amazon and Toys R Us Strategic Alliance
  • Alliance of pure-play with traditional retailer
  • Toys R Us had limited logistics capabilities
    including distribution centers
  • Amazon failed in the toy market lacking supplier
    relationships with toy manufacturers
  • Alliance allows each partner to leverage each
    others core strengths

21
(No Transcript)
22
Retailers toward Clicks and Mortar
  • Walmart Online
  • Wal-mart
  • 3,300 stores I million workers 218 billion
    revenue (2002)
  • Announced to offer over 80,000 of its products on
    the Internet
  • Has a strong supply chain
  • Next Amazon.com?
  • http//moneycentral.msn.com/articles/invest/jubak
    /3519.asp
  • Three relaunches http//seattle.bcentral.com/sea
    ttle/stories/2001/03/12/daily3.html
  • Alliance with Amazon.com desirable?
  • Spinoff desiable? Repurchased.
  • On/Offline Integration Synergy
  • Tire install, pharmacy pickup, photo develop and
    online card, buy online and return offline, out
    of stock item find online.
  • http//ecommerce.internet.com/news/insights/trends
    /article/0,,10417_1501651,00.html

23
?? ???? On/Offline ?? eTailer? ???
2001? 2001? 2001? 2002? 2002? 2002? ???? (2002? 2?) ???? (2002? 2?) ?? ?? (2002? 2?) ?? ?? (2002? 2?)
2? 2? 12? 1? 2? 2? ???? (2002? 2?) ???? (2002? 2?) ?? ?? (2002? 2?) ?? ?? (2002? 2?)
??? () 12? 1? ??? () ??? () ??? ()
?? 1,867 100.0 2,166 2,212 2,276 100.0 64 2.9 409 21.9
Online 586 31.4 690 720 747 32.8 27 3.8 161 27.5
On /Offline 1,281 68.6 1,476 1,492 1,529 67.2 37 2.5 248 19.4
(?? ???, 2002? 4?)
24
?? ???? On/Offline ????? ?? ??
(?? US ?? ??)
2001? 2001? 2001? 2002? 2002? 2002? ???? (2002? 2?) ???? (2002? 2?) ?? ?? (2002? 2?) ?? ?? (2002? 2?)
2? 2? 12? 1? 2? 2? ???? (2002? 2?) ???? (2002? 2?) ?? ?? (2002? 2?) ?? ?? (2002? 2?)
??? () 12? 1? ??? () ??? () ??? ()
?? 182.3 100.0 295.0 334.2 337.1 100.0 2.9 0.9 154.8 84.9
Online 74.2 40.7 110.9 116.3 124.3 36.9 8.0 6.9 50.1 67.4
On/Offline 108.1 59.3 184.1 217.9 212.8 63.1 -5.1 -2.3 104.7 96.9
(?? ???, 2002? 4?)
(?? ???, 2002? 4?)
Pure Online ??? ??? 32.8
25
????? ??? ??
  • ??? ??
  • ?? ??
  • ??? ??
  • ?? ?? Hosting Solution
  • ???? ????? ???? Amazon ? BN.com
  • ???? ????? ???? Amazon ? ToyRUs
  • ???? ????? Synergy Wal-mart.com

26
? ?
  • B2C EC? ????
  • ??? ???? ????
  • B2C ?????? ??? ??
  • ???? ????? ??? ?? Amazon.com? ??
  • ???? Direct Marketing Dell? ??
  • B2B EC? ?? ??? SCM
  • B2B EC? ??
  • B2B? ???? ????? ???? Covisint? ??
  • eProcurement? ?? ??
  • ????? ??? GE iMarketKorea? ??
  • CPFR Wal-mart? ?? ??
  • Desktop Purchasing? ?
  • SCM? ???? Volvo CE ????
  • SCM Outsourcing? ??

27
Dell Computers Direct Marketing Lessons
  • Dells Performance (built in 1984 at dormitory)
  • Online Sales
  • 50 million/day (50 of Total Sales at 2000-2Q)
  • Austin Business Journal, August 10, 2000
    http//austin.bizjournals.com/austin/stories/2000
    /08/07/daily23.html
  • 30 million/day (40 of Total Sales at 1999-2Q)
    (99.8. BizReport.com)
  • Characteristics of Direct Marketing Model
  • Small Order Order-to-Make JIT Small Purchase
    Small Delivery
  • Customer Relationship Management One-to-one
    Marketing

(Source Dell Computer Financial)
Stock Price ()
Profit (Mil)
Revenue (Bil)
Inventory (UnitDay)
60
750
12
40
45
500
9
30
30
250
6
20
15
0
3
10
0
0
-250
0
94
95
96
97
98yr
94
95
96
97
98yr
94
95
96
97
98yr
94
95
96
97
98yr
28
CSFs of Dell
  • Make-to-Order and Mass Customization
  • Flexible Manufacturing System a Requisite
  • Nature of Product (ex. Automobile) Complexity of
    Implementation
  • SCM for Just-In-Time Part Delivery
  • Low Inventory
  • Database Marketing and Consumer Intimacy
  • Data Warehouse and Web Mining
  • Single Contact Point on the Internet and Online
    Customer Service
  • Number 1 customer satisfaction Aug 10, 2001,
    Dell Press Release
  • High Reliability and Reputation
  • Technological Excellence
  • Price Competitiveness
  • Delivery Date Estimation and Seamless Tracking
    System

29
Competitors Response IBM
  • Bricks Mortar ? Clicks Mortar
  • Channel Conflict
  • Price and Service Differentiation
  • Resolution of Channel Conflict
  • Transform to Pure Clicks?
  • Products (PC) and Geographical Market (USA)
  • Who has the Power? A Manufacturer or Retailers
  • Transformation of Manufacturing System
  • Order-to-Make
  • Daily Demand Forecast How to cooperate with
    retailers?
  • Layoffs 10 of PC Division

30
Compaq Experience
  • Compaq
  • Price at Internet Channels Cheaper
  • Severe Resistance of Traditional Retailers
  • Revenue and Stock Price Collapsed
  • CEO Replaced (April 1999)
  • Layoffed 3,000 (Q3 in 1999)
  • Tried to reduce dealers and expand the online
    sales
  • Acquired by HP

31
Revenue 22 rise in 2002 3Q 28 annual rise
Industry growth 2
32
Current Story Updated
  • Dell topped Compaq in US PC sales for the first
    time in Q4 1999.
  • IBM slipped to fifth position in US 1999, from
    third place in 1998.
  • http//www.ecommercetimes.com/perl/story/2310.htm
    l, Jan 24, 2000
  • Dell passed IBM global market share in 1999.
  • Ranked No. 1 in Q1 2001.
  • Dell accounts for 95 of growth of industry
    shipment.
  • Volume growth rate nearly 10 times faster than
    industry average.
  • Dell grew 30 from a year ago, while total
    industry declined
  • more than 3.
  • http//www.dell.com/us/en/gen/corpo
    rate/press/pressoffice_us_2001-04-19-aus-000.htm,
    April 19, 2001
  • Number 1 for industry standard server in US Q1
    2001 No. 10 in 1996.
  • Number 2 in global market (Compaq is No. 1
    yet).
  • http//www.dell.com/us/en/gen/corporate/press
    /pressoffice_us_2001-05-01-aus-000.htm, May 1,
    2001

33
? ?
  • B2C EC? ????
  • ??? ???? ????
  • B2C ?????? ??? ??
  • ???? ????? ??? ?? Amazon.com? ??
  • ???? Direct Marketing Dell? ??
  • B2B EC? ?? ??? SCM
  • B2B EC? ??
  • B2B? ???? ????? ???? Covisint? ??
  • eProcurement? ?? ??
  • ????? ??? GE iMarketKorea? ??
  • CPFR Wal-mart? ?? ??
  • Desktop Purchasing? ?
  • SCM? ???? Volvo CE
  • ????
  • SCM Outsourcing? ??

34
B2B EC as an Evolution of B2C EC
? In the early stage of seller-centric
marketplace, the architectures of B2C and B2B
are basically the same.
35
B2B Exchange??? Desktop Purchasing
Buyer
Seller
XML
XML
B2B Exchange
Seller
Buyer
XML
XML
XML
XML
Buyer
Seller
Third Party eMarketplace
36
Security Intranet and Extranet
Manufacturer Extranet
Intranet
Suppliers
Firewall
Internet
Distributors
Intranet
Customers
Firewall
  • Extranet Extended Intranet
  • Platform of B2B EC

37
From ANX to Covisint(Automotive Network Exchange)
  • GM, Ford, Chrysler and 30 suppliers, Dealers,
    Experimental Extranet (1997) 300 supplier (1998)
  • Eventually 30,000 participants expected
  • Information to Exchanges EDI(Order, Delivery),
    E-Mail, Groupware, CAD, e-Payment, etc.
  • Goal of Cost Down 1Billion/Year for Industry,
    71/car
  • Standard Protocol ANX-Certificate (IPSec
    Protocol)
  • Ameritech, Bell Canada, EDS, MCI
    get the certificate.
  • Solution and Service Business ANX eBusiness
    anx.com

38
Automobile Industry and Covisint
  • GM
  • Joint Venture with CommerceOne
  • Announced TradeXchange Private Exchange
    Policy.
  • Goal of Cost Reduction 100/trx ? 10/trx
  • Goal Purchase Cycle time 16 weeks ? few hours,
  • 2 days
  • Ford
  • Joint venture with Oracle Announced AutoXchange
  • Planned Public Exchange policy
  • Merger TX and AX ? Covisint
  • Do they still need private exchanges?
  • Reactions ENX, KNX
  • Hyundai Vaatz ??

39
Covisint Trading Partners
  • ArvinMeritor
  • DaimlerChrysler
  • Delphi
  • Faurecia
  • Ford Supplier Portal
  • Freudenberg
  • General Motors
  • JCI
  • Lear
  • Nissan
  • Peugeot
  • Renault
  • Siemens Automotive
  • Tower Automotive
  • Yazaki NA

40
eProcurement System in B2B EC
BuySite
Customers Corporate Buyer
Suppliers
MarketSite
Web Browser
Supply Order
BuySite
Web Browser
Commerce One Transaction Servers
Print
Web Browser
Web Server
Fax
Fax
User
Email
EDI Format
Customers Firewall
41
2002? ??? ??? ??? ????? ??
? 119?? ????? 9.1 ?????? 91.6 2001? ??
42
Volume of B2B eCommerce by Operator
4Q 2001 4Q 2002 4Q 2002 Change Change in
4Q 2001 Bil Won Change Change in
B2B Trade Volume 24,159 37,248 100.0 13,089 54.2
1) Buyer-Driven 19.939 27,529 73.9 8,590 45.4
- Public - (5,484) (19.6) - -
- Private - (22,146) (80.4) - -
2) Seller-Driven 4,323 8,363 22.5 4,040 93.5
- Public - (875) (10.5) -
- Private - (7,489) (89.5) - -
3) Third Party Driven 888 1,355 3.6 467 52.6
43
Volume of B2B EC by Industry
(in US100M, )
Total Buyer Driven Buyer Driven Buyer Driven Seller Driven Seller Driven Seller Driven Third Party Driven
Total Sub Total Public Private Sub Total Public Private Third Party Driven
Total 227.4 100.0 174.0 33.8 140.2 42.0 7.9
Manufacturing 178.1 78.4 139.8 16.9 122.9 35.0
Utilities (Electricity, gas, water supply 2.0 0.9 2.0 2.0
Construction 9.0 3.9 9.0 9.0
Wholesale/Retail 31.8 14.0 17.7 0.4 17.3 6.2 6.1 6.1 7.9
Transportation 2.2 1.0 2.2 2.2
Communication 3.2 1.4 2.5 2.5 0.7 0.7 0.7
Other Svc. Industries 1.1 0.5 0.8 0.75 0.05 0.3 0.1 0.2
Source Korea National Statistical Office, March
2002
44
? ?
  • B2C EC? ????
  • ??? ???? ????
  • B2C ?????? ??? ??
  • ???? ????? ??? ?? Amazon.com? ??
  • ???? Direct Marketing Dell? ??
  • B2B EC? ?? ??? SCM
  • B2B EC? ??
  • B2B? ???? ????? ???? Covisint? ??
  • eProcurement? ?? ??
  • ????? ??? GE iMarketKorea? ??
  • CPFR Wal-mart? ?? ??
  • Desktop Purchasing? ?
  • SCM? ???? Volvo CE ????
  • SCM Outsourcing? ??

45
eProcurement ??
  • Target of B2B
  • Minimum Price
  • Reverse Auction (???), Tendering (????)
  • Minimum Procurement Administration Cost
  • Desktop Purchasing (DTP)
  • Minimum Inventory and Stockout
  • CPFR (??? ??, ?? ? ?? ??)
  • Item Type ? ??
  • Direct Material CPFR, ????
  • Indirect Material MRO (Maintenance, Repair,
    Operations) ???, DTP
  • Marketplace Type Selection
  • Seller Driven
  • Third Party Driven
  • Buyer Driven Internal vs. External Outsourcing

46
????? ?GE TPN(Trading Process Network)
???
  • Private Reverse Auction
  • Reengineer purchase process
  • Purchase on the Internet
  • 10B(97.10) 16B(2001)
  • 60 of crews relocated , 30 reduced
  • 520 reduced price
  • Bidding cycle time reduced
  • New vendors found
  • Open TPN to other buyers

Mfr
Distruibutor
GE ???
GE TPN
VAR
  • Procurement Process Reengineering
  • Cultivate New Suppliers Supplier ? ?? ????

47
Auction Service ?? Demo (????)
???
????
48
?? ???? ?? iMarketKorea? ?
Quick Bidding ???
??? ??, RFQ ???? ? ?? ??? ?? ??? ????, IMK? ???
?? ??? ???? ???? ??? ???? ?? (??? ?? ??)
Full Bidding ???
??????? ???? ? ??, ? ??, RFQ??, ????, ????? ???
IMK? ???? ?? (??? ?? ??)
49
Collaborative Planning Forecasting and
Replenishment
???? ????
???? ??, Metrics ??, ??
??, ???? ????
POS? ?? ??? ??
??? ??? ????? ???? ?? ??
??? ?? ?????(PO) ??
Collaborative Planning
Collaborative Forecasting
Collaborative Replenishment
???? ????
???? ??, Metrics ??, ??
??? ??? ?? ??
????? ?? ????
?????? ?? ??
??? ??? ????
50
CPFR(WalMart) Retail Link ??
Wal-Mart
(????)
Warner-Lambert(????)
Operational System
EDI
ERP
Data warehouse
Internet
Manufacturing Plan
Retail Link
Sales data about W-L Products
WWW
Review and Comments
Inventory Plan
Forecast
Planner
Planner
  • ??? ??? 13 ? 2 (84.6 ?? )
  • ???? ?? 56 ? ? 2 ?

51
WalMart? Data Warehouse
  • 10,000? ??? ????? Retail Link? ??? ????? ?????
    ?????? ???? ??? ??
  • Interoperability Standard Wal-Mart adopted
    UCC(Uniform Code Council) Net-Certificated
    Software only.
  • 500 TB? Data Warehouse ?? (2002? 3? ?? NCRs
    Teradata)
  • ?? ??? ??? ??? ???? ?? ?? 4?? ? ???? ????
  • 2??? ??, ??, ??, ????(Demographics), ????, ????
    ??? ?? ???? ?? ?????? ??
  • WalMart ??? ??
  • - ?? ??? ???? ?????? ?? ???? ??
  • - ??? ??? ??
  • ?? ???? ?? ?????? ????, ?? ??? ??
  • - ???? ?? ??? ????? ??????? ???? ?? ??? ??

52
CPFR ????
  • CPFR????? ? ????, ? ????, ? ????, ?? ????,
  • ? ??, ????, ?? ??, ? ???? ????? ??? ?? ????? ??
    ?? ? ?? ???? ??

????? ?? ???? ??
?? ??? ???? ?? 2 8
???? ?? 10 40
???? 5 20
???? ?? ?? 3 4
????? ?? ???? ??
???? ?? 10 40
???? ?? 12 30
???? 2 10
????? ?? 5 10
??? AMR Research
53
?? ???? Pilot ??
  • ????
  • ???? ?????
  • ???? ?????, ???, ????, ????
  • ??? ???? IRT, DACOM (eSCM21.net)
  • ? CPFR ???? ??
  • ???? ??
  • ???? ? ???? 40 ??
  • ?????
  • ?? 14.4 ?? ?? 25.3 ??
  • ??? 8.5 ? 3.8(55.3 ??) ????? 75 ??
  • ???
  • ?? 13.5 ?? ?? 30.7 ??
  • ??? 12 ? 2 (83.3 ??) ????? 89.4 ??

Source SCM ??????(2001? 12?)
54
Lotte-Mart? LG?? ??? CRP??
  • Continuous Replenishment Plan ????
  • ???? SCM ???? ? ????? ???, ???? ??
  • LG???? ??? ??/????
  • CRP ???? (2000?? 2001? ??, LG???? ??,
  • ???? 11??? ??)
  • ???? 5.5
  • ??(????) ?? 27
  • ???? ?? 19? ? 14?(26 ??)
  • ??? 11.9 ? 6.7 (44 ??)

Source SCM ??????(2001? 12?)
55
Desktop Purchasing from Internalized Database
  • ?? High Volume, Low Dollar Purchase? ?? ??
    ?? ??? ?? ??
  • ?? Catalog Database ??? ???? ??
  • ???? ?? ?? ????? ?? ????? ??? ??
  • ?? ?? ?? ?? ???? ?????? ????
  • Microsoft? MS Market? ?
  • 70 of Total Volume, 3 of accounts payable
  • Average orders 1,000 per day
  • Purchased 3 billion online
  • Used by 6,000 employees
  • Cycle time 8 ? 3 days
  • Procurement Employee 14 ? 1.5
  • Lockheed Martin
  • 30-35 of purchase decisions back to end users
  • Goal Make electronic catalog a standard for
    small dollar
  • (less than 10,000) procurements

56
???? MRO ????
  • Reverse Auction??? ???? ???? Catalog??? ???? ???
    ?? MRO ??? ??
  • Reverse Auction ?? Strategic Sourcing? Event?
    ????
  • e-Catalogue ?? ??? ???? MRO ??

?? ??? ?? ?? ????? ?? ???
iMarket Korea 2000.12 8,500? (2001? ??) ?? 28 ?? ??? (MRO Marketplace ??) ? ????(??????) ? ????(?? ??) ??SDI, ????, ????, ???? ?
LG MRO 2002.1 (LG Mart ?? ??) 1?1?? (2006? ??) ? ????(??????) ? ???? (?? ??) LG??, LG??, LG????, ???, ???? ?
eNtoB 2000.8 900? (2001? ??) ? ????(??????) ? ????(?? ??) ??,KT, ??,?? ?
57
B2B? Business Model
Server? ??
Buyer
Marketplace
Supplier
Catalog ??
Cart ??
??? ????
?? ??
?? ??
??
??
???? ????
??
??? ??? ??
Order Tracking
58
eSCM ??? ?? ??? ??
?? ???? ??? ????? ??
???? -?? -?? ????? -?? ?? ?? ???? ?? ??? ??? ? CPFR ? ?? ?? ?? ??
???? Spot?? -?? ??? ?? ??? ? ? eAuction ? ? ?? ??
???? -MRO -?? ?? ??? ??? ? ? Desktop Purchasing ? ? ?? ??
RFP, RFQ -?? ?? ??? ? Negotiation ? ?? ???? ??
Sourcing, Negotiation -?? ?? ??? ? SRM Supplier KMS ? ?? ?? ?? ??
59
? ?
  • B2C EC? ????
  • ??? ???? ????
  • B2C ?????? ??? ??
  • ???? ????? ??? ?? Amazon.com? ??
  • ???? Direct Marketing Dell? ??
  • B2B EC? ?? ??? SCM
  • B2B EC? ??
  • B2B? ???? ????? ???? Covisint? ??
  • eProcurement? ?? ??
  • ????? ??? GE iMarketKorea? ??
  • CPFR Wal-mart? ?? ??
  • Desktop Purchasing? ?
  • SCM? ???? Volvo CE ????
  • SCM Outsourcing? ??

60
SCM? ?? Volvo CE
  • SCM? ????

?? 1998? ????? 2002? Volvo CE
???? 450?? ?? 680?? ??
???(?) 3,543? 6,244?
?? 1,980? 1,280?(35 ??)
1?? ??? 1?? 5??
?????? 95? 44?
61
SCM? ?? ERP ??? ??
  • SCM? ?? ERP ??? ??? Intra-SCM? ????
  • ?? ????? ??? ???
  • Y2K ?? ??
  • ?? ???? ??? ?? ?? ??
  • SAP ERP ?? ?? ??
  • ?? ?? ??
  • ?? ??
  • 2??
  • 1 ?? ??? ?? 1998. 4 - 1999. 8
  • 2 ?? ?? ???? ??? 1999.9 - 2001. 1

62
?????? ???????
Supplier
SEM
CRM
e-Business Collaboration, Marketplace
SCM
Partner
e-Business Collaboration, Marketplace
Planning, Performance, BSC, Value Magt,
Control ABC/ABM, Investors Rel
Branch
Data Warehouse
Interface
Interface
ERP
Franchise
Financial A/C
Managerial A/C
HR
Relations
PLM
Enterprise Portal
Customer
Production
Material
Sales
Facility
Purchase
QC
Person
Knowledge Management
eBiz Platform
Corporate
63
ERP System? ?? ??
Business Administration
Sales to Order
Cutomized Modules
FI
CO
SD
Tax Return
AM
PP
Product Development
PDSS (HR)
SAP R/3
MM
PS
PM
WM
SFCS
QM
SM
Order to Delivery
Delivery to Re-Purchase
BW
64
ERP ??? eSCM ??
  • ERP ??? eSCM ??? ????

?? ???? ???? ?????
VCOM
???
MAS, WAS, DIAMOND
????, ??, ??
ERP
??? ?? ???
VIVA
??
Business Data Warehouse
?? ??? ???????
SFCS
VICS
??? ?? ???? ???
R D
Shop Floor Control System JIT, Kanbhan
COLS
VPM
65
?? eSCM ???
  • VIVA(Volvo CE Korea's Integrated VAN System)
  • SAP? ITS(Internet Transaction Server) ??? ????
    ERP ??? ????? ???? ?????? ?? ? ????? ?? ????? ???
    ?? ? ??? ?? ???? ????? ?? ?? WEB EDI ???
  • 1998? 10?? ???? 1999? 8? ERP ??? ??
  • 2002? 6? ??? ????? ?? ??
  • 374? ??? ?? ?? 2,222?? ??????? ????
  • VICS(Volvo Internet Customer Service)
  • SAP ITS ??? ???? ?????????? ERP? ???? ????? 
    Service Parts Information System
  • ?? 280??? ????? ?????? ???? ??, ???? ??, ?? ??,
    ??? ???? ?? ? ?? ???? ??

66
?? ???? ???
  • ?? ?? ? ?? ?? ??
  • ?? BOM
  • VIVA?? ???? ???? ?? ???? ???? ?? ?? ???
  • ???? ?? ??
  • ? ???? ???? ??? 90
  • ??? ?? ?? ?? ? ??
  • ??, RFQ ??
  • ????? ??? ??
  • ? ? ?? ??
  • ?? ??, ??? ?? ?? ??
  • ?? ?? ?? ??
  • ???, QA

67
???? ?? ? ?? ??? ??
  • ???? ?? Supplier Relationship Management
  • SEM (Supplier Evaluation Management) ??
  • ??????? ???? ?? ???
  • ???? ??? 600 ? 300? ?? ??
  • ???? ???? ?? ????? ?????? ??
  • 85? ??? ??
  • ?? ??? SEM?? ?? ? ??
  • 1??? ? ??
  • VIVA? ??? ???? ??? ??? ?? ??
  • ?? ??? ??
  • ?? ?? 95??? 44??? ???
  • ?? ??
  • ??? ?? ?? ???? ??? ???? ??
  • ???? ??, ?? ?? ??? ??? ??, ??? ??

68
??? ?????? ??? (1/2)
  • ?? ??? ??? ?? ??
  • ??? ?? ??
  • 13? ??? ??? ?? ??? ???? 98.3
  • ?? ???? ???? MRP ????? ?? 21???? 1.5??
  • ?? ?????? ?????? ?? ??? ??? ??
  • Just In Time ??
  • 85 ????? ??? ??
  • ?????? ??? ?? ??
  • ??? ?? ???
  • ?? ?? ?? ?? ???? ?? ??? ?? ??
  • BOM ???? ??? ?? 99 ???
  • VIVA? ?? RFQ, ??, ?? ?? ????? ?????? ?? ??
  • ATP (Available To Promise) ????? 15? ?? 2?? ??
  • ??? ?? ??, ?? ????? ?? ??? ???? ?? ??? ??? ??

69
??? ?????? ??? (2/2)
  • ?? ???? ?? ??? ??

????? 36???? ??
?? 1?? ?? ???
  • ?? 1?? ?? ???
  • ERP ?? ?? 35 ?? ??
  • 1?? ??? 5? ??

70
???? ?? ??? ???
  • ?????? ???? ??
  • Steering committee ??? ?? ?? ???? ??
  • ? ??? ??? ???? PI ? ??
  • PI?? ?? ??
  • ???? ????
  • ???? ? ??
  • ???? ??? ?? ???? ?? ???
  • ERP? ??? ?? ????? ?? ???? ??
  • ERP ??????? ?? ???? ?????? ??
  • ??? ??? ???? ???? ??

71
???? ??
  • 89? ???? ??? ??? ERP ??
  • eProcurement ????
  • EDI?? ?? ???? ?? ? Sourcing ? ???? ???? ??
  • ????? 900 ?? ?? ?? ? 1200?? ?? ?????? 125? ????
  • - ?????? ?????? ????? ?? ? ??? ?? ??
  • - 85 ????? 2,800??? ?????? (1.87) ? 90 ?? ??
  • CRM????
  • ???? 5?, ??? 4? ? ???? ?? ? ??? ??? ?? ??
  • ????
  • ?? 6? ? ?? 60? ????? ???? ? ?? ????? ?? ?? (5-6??
    ??)
  • E-voice.samsungsemi.com ??? 1000? ???? ???? ???
    ?? ??
  • 2005? 40??? ?? ??
  • ??? Samsung.co.jp ?? 100???? LCD? ??

72
????? ?? Outsourcing
??? ????? ???? ?? ?? ????? ???? ?? ???? ?? ????? ????? ?? ?? ?? ??
?? ?? 12.3 45.6 40.4 1.8
???? ?? 23.1 53.8 15.4 7.7
???? ??? 9.1 43.2 47.7 0.0
???? ??? 21.1 52.6 21.1 5.3
???? ???? 7.9 42.1 50.0 0.0
73
????? ?? Outsourcing
??? ????? ???? ?? ??????? ???? ?? ???? ?? ????? ????? ?? ??
?? ?? 14.9 40.4 40.4
???? ?? 18.8 43.8 25.0
???? ??? 12.9 38.7 48.4
???? ??? 21.4 50.0 25.0
???? ???? 5.3 26.3 63.2
74
???
  • eTailing? ????? ????? ???.
  • ?? ??? eMall? ??? ????.
  • ???? ??? ?? ???? ??.
  • ???? Direct Marketing? ??????? ?? ??? ???.
  • B2B? ?????? Private Exchange ??? ???? ??.
  • eProcurement ??? ??? ? ???? ??.
  • ?? ??? ?? MRO Spot ?? ???? ??????
  • ?? ??? ?? Collaborative Commerce (CPFR? ??)
  • ?? ?? ?? ?? Desktop Purchasing ?? ??
  • ?? ??? ??? ???? E-Transformation
  • SCM? ????
  • Intra-organizational SCM? ?? ERP? ??????
  • ????? ?? Outsourcing? ??? ??.
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