Table Of Contente-roadmapping
This page intentionally left blank
e-roadmapping
digital strategising
for the new economy
by
Stefan P. Bornheim
with
Jutta Weppler
and
Oliver Ohlen
with case studies from
DaimlerChrysler, getmobile.de,
GoIndustry.com and Siemens
© Stefan P.Bornheim 2001
Softcover reprint of the hardcover 1st edition 2001 978-0-333-78695-6
All rights reserved.No reproduction,copy or transmission of
this publication may be made without written permission.
No paragraph of this publication may be reproduced,copied or
transmitted save with written permission or in accordance with
the provisions of the Copyright,Designs and Patents Act 1988,
or under the terms of any licence permitting limited copying
issued by the Copyright Licensing Agency,90 Tottenham Court
Road,London W1P 0LP.
Any person who does any unauthorised act in relation to this
publication may be liable to criminal prosecution and civil
claims for damages.
The author has asserted his right to be identified as the
author of this work in accordance with the Copyright,
Designs and Patents Act 1988.
First published 2001 by
PALGRAVE
Houndmills,Basingstoke,Hampshire RG21 6XS and
175 Fifth Avenue,New York,N.Y.10010
Companies and representatives throughout the world
PALGRAVE is the new global academic imprint of
St.Martin’s Press LLC Scholarly and Reference Division and
Palgrave Publishers Ltd (formerly Macmillan Press Ltd).
ISBN 978-1-349-41858-9 ISBN 978-0-230-50844-6 (eBook)
DOI 10.1057/9780230508446
This book is printed on paper suitable for recycling and
made from fully managed and sustained forest sources.
A catalogue record for this book is available
from the British Library.
Library of Congress Cataloging-in-Publication Data
Bornheim,Stefan P.
E-roadmapping :digital strategising for the new economy /
Stefan P.Bornheim ;with assistance from Jutta Weppler and
Oliver Ohlen.
p.cm.
Includes bibliographical references and index.
ISBN 978-1-349-41858-9
1.Electronic commerce.2.Business enterprises—Data
processing.I.Weppler,Jutta.II.Ohlen,Oliver.III.Title.
HF5548.32 .B665 2001
658.8’4—dc21 2001021887
Editing and origination by
Aardvark Editorial,Mendham,Suffolk
10 9 8 7 6 5 4 3 2 1
10 09 08 07 06 05 04 03 02 01
C
ONTENTS
List of Figures viii
List of Tables x
Preface xi
List of Abbreviations xiv
Introduction 1
Chapter 1 Challenges of Change 5
Literature review 5
Definitions 6
Digital patterns and laws 7
From ERP to EAI and ASP 15
From e-commerce to m-commerce,WAP and UMTS 17
From mere information access to total transparency and 1-2-1
marketing 21
From hierarchies to networks and digital value chains 23
Summary 25
References 26
Chapter 2 Shift in Competition 27
Drivers of competition 28
Competitive output:digital landscape 33
Strategies derived from organisational consequences of blurring
boundaries and complex systems 38
Summary 41
References 41
Chapter 3 Strategising in the Digital Economy:
e-roadmapping 42
Strategising in the Digital Economy:e-roadmapping 42
Analysis 42
Design 44
End-product 46
e-roadmapping:a concrete example 46
e-roadmapping:an automotive example 52
v
Contents
vi
Concretising an automotive e-roadmap:mobility provider 57
The e-roadmapping index (eRI) 59
References 70
Chapter 4.1 Introduction to the Cases 71
Chapter 4.2 Materialising e-business:From Idea
to Realisation 73
Johannes Schmohl,Senior Manager,marchFIRST
Preface 73
Idea identification 74
Design 79
Execution 89
Summary 93
Chapter 4.3 getmobile.de:Digital Strategising of a High-growth
Internet Start-up 94
Oliver Ohlen,Manager e-Commerce,getmobile AG
Introduction 94
Development path of the digital strategy 95
Summary – getmobile.de’s digital strategy at a glance 105
The e-roadmapping analysis 105
References 111
Chapter 4.4 GoIndustry.com:Surplus Equipment Online 112
Paul Vega,Business Development Group,GoIndustry.com
Introduction 112
Why focus on business-to-business? 113
The B2B auction opportunity 122
The business model of GoIndustry 123
Summary of GoIndustry’s benefits to buyers and sellers 127
Categorisation and roll-out approach 127
Competitive factors 128
Strategy and the road ahead 129
The e-roadmapping analysis 135
Chapter 4.5 DaimlerChrysler Five Star Market Center:
A Roadmap for Small Business e-procurement 140
Market Center Development Team,eConnect Platform,
DaimlerChrysler
Introduction 140
Business model 141
Organisation and core competencies 147
Market and competition 150
Contents
vii
Structural competitive advantage 152
The e-roadmapping analysis 153
Chapter 4.6 Siemens:The Transformation into an Application
Service Provider 155
Stefan Holler,Vice-President,Siemens Business Services,
Management Consulting
Anatomy of Siemens I&C for ASP providing 155
Application service provision:an overview 158
Positioning Siemens Business Services in today’s ASP market 169
Conclusion 173
The e-roadmapping analysis 173
Chapter 5 The Quest for Total Connectivity 176
Collaborative commerce 176
Summary 188
Index 190
L F
IST OF IGURES
0.1 Roadmap of Chapters 1–3 4
1.1 Second generation profit models 11
1.2 Playing the digital game 12
1.3 The strategy web 14
1.4 From ERP to EAI and ASP 17
1.5 From e-commerce to m-commerce,WAP and UMTS 20
1.6 From information access to total transparency and 1-2-1 marketing 22
1.7 From hierarchies to networks and digital value chains 25
3.1 The e-roadmapping process 43
3.2 e-roadmapping strategic axis 45
3.3 Positioning today and in the future 48
3.4 Portfolio of strategy webs 50
3.5 Community of co-opetition 51
3.6 The e-business model for the automotive industry 54
3.7 Unbundling the traditional organisation 56
3.8 The customer-driven network for the automotive industry 58
3.9 Value proposition of a mobility provider 59
3.10 The e-roadmapping index (eRI) 69
4.1.1 Case matrix 71
4.1.2 The strategy web and the cases 72
4.2.1 e-business orientations for new business development 76
4.2.2 e-business positioning options 80
4.2.3 Definition of value proposition – example portals and marketplaces 82
4.2.4 Materialising e-business – overall concept 88
4.2.5 Detailing of value proposition – example information and education 90
4.2.6 Online business logic 91
4.3.1 getmobile.de’s one-stop shopping solution for mobile communication devices 96
4.3.2 One-step order process 96
4.3.3 Motorola’s online shop realised and hosted by getmobile.de 98
4.3.4 The basic business model of tel2bmarket.net 101
4.3.5 Basic functionality of the cardmaxx.de business model 104
4.3.6 getmobile.de – partner of choice for Old Economy players 104
4.3.7 getmobile.de’s eRI score 107
4.3.8 getmobile.de’s value chain and future opportunities 109
viii
List of Figures
ix
4.4.1 B2C Lastminute.com stock price vs.FTSE 100 114
4.4.2 Vertical and horizontal markets (illustrative example) 115
4.4.3 Fragmented domestic auction market 118
4.4.4 Fragmented auction markets with geographical clusters 119
4.4.5 Margin structures and inefficient transactions in B2B auctions 121
4.4.6 Western European B2B Internet auctions 123
4.4.7 The GoIndustry trading platform concept 124
4.4.8 Multi-lingual,multi-currency trading platform 125
4.4.9 Market adoption with risks 130
4.4.10 Online B2B network effects in an SD model 135
4.4.11 GoIndustry eRI score 137
4.5.1 Market Center vision 142
4.5.2 Revised value proposition 145
4.5.3 The partnership business model 146
4.5.4 Core competencies 147
4.5.5 Auto dealer e-procurement options 150
4.6.1 Siemens I&C content 157
4.6.2 Domains of enterprise application outsourcing 158
4.6.3 Contrasting ASP and outsourcing 160
4.6.4 Enterprise computing in the Internet age 161
4.6.5 Comparing cost:traditional vs.ASP enterprise computing 163
4.6.6 Potential ASP players 166
4.6.7 The ASP value chain 168
4.6.8 Positioning the SBS ASP offering 169
4.6.9 The SBS ASP value chain 171
4.6.10 Siemens Business Services eRI score 174
5.1 Current market landscape 179
5.2 B2C and B2B statistics 181
5.3 Components of the collaborative commerce vision 184
5.4 Vision of collaborative commerce in action 186
5.5 Strategic complementarity map for collaborative commerce vision 188
