咨詢報告在數(shù)字經(jīng)濟中競爭英文版教學課件

1、November 17, 1999Northwestern UniversityHigh Tech ClubCompeting in the Digital Economy第1頁，共30頁。AgendaIntroduction 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

2、Value NetworkIntelligent execution - competing on insightIntelligent organizations 第2頁，共30頁。Introduction to the Digital Economy第3頁，共30頁。DigitalEconomyThe last three decades have seen the emergence of a digital economy characterized by an increased emphasis on computing and communicationsThis increas

3、ed use of computing and communications (“digitization”) is changing the world of businessIndustrialEconomyPre-IndustrialEconomyPre-18501850-19601960-Present第4頁，共30頁。This period is comparable to previous economic upheavals and impacts all industriesNew economies emerge at the inflection point of prev

4、ious economies and co-exist with their predecessors170018001900Agricultural EconomyIndustrial EconomyDigital Economy2000World EconomyPresent Day第5頁，共30頁。Information is becoming the key input, which is changing the way businesses operate and the nature of workRatio of Expenditures on Information to P

5、roduction Technology19801975197019651983806040201820184018601880190019201940196019801995Notes:(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 Corp

6、oration of the 1990s” (1994), U.S. Bureau of Labor Statistics (1996)U.S. Employment By Occupation(Percent Of Total)IT$PT$Type Of Worker“Knowledge Workers”(1)“Touch Labor”(2)Agriculture第6頁，共30頁。 Digitization allows work to occur any time, any place leading to a dramatic increase in global activity Dr

7、iversReduced costs of communicationImmediate access to informationRapid 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.($ B

8、illion)1980199519851990Overseas Telephone Calls($ Million)第7頁，共30頁。Information Technologys Share of the GDP continues to grow, fueling the Digital Economy第8頁，共30頁。Drivers of the Digital Economy第9頁，共30頁。Advances in technology and improvements in information management are driving digitizationMetcalfe

9、s Law of Network ValueGreater Storage CapabilitiesCheap, Deregulated CommunicationsInternet AccessPervasive email usageJava and JiniFixed and removable Hard drivesCD-ROMsDVDsTelephonesSatellitesFaxesModemsIncreasingly DigitizedBusiness ProcessesMoores Law of MicrocomputingMicroprocessorsPersonal com

10、putersWorkstations“Smart” products(Embedded computing)第10頁，共30頁。Moores Law of MicrocomputingEvery 12-18 months, the processing power of microchips doubles103104105106107108109400480808086802868038680486PentiumPentium Pro80786Transistors per ChipDate第11頁，共30頁。Moores Law of MicrocomputingAnd with each

11、 successive generation, the price per MIPS plummets第12頁，共30頁。Metcalfes Law of Network ValueThe value of the network grows exponentially as the number of members or nodes on the network growsNumber of MembersValue of NetworkExtranet / shared networkManufacturersDistributorsSuppliersLogistics第13頁，共30頁

12、。Greater Storage CapabilityAs with the increasing processing power (Moores Law), storage density for all types of media is growing at a staggering rate allowing data, images, sound, and other mass content to be stored and accessed digitallyDesktop Hard Drive CapacityGigabytesMegabytesDesktop Memory

13、Capacity第14頁，共30頁。Cheaper, Deregulated TelecommunicationsTelecommunications was one of the last industries to fall to de-regulation globally still in process. Before de-regulation we had Groves Law telecommunications bandwidth doubles every hundred years (somewhat in jest). Where de-regulated, price

14、 has plummeted, service and bandwidth have increasedBandwidth to the home is rising at a rate commensurate with Moores Law and the growth of storage 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 connect

15、ion52 seconds4 Mbps cable modem20 seconds8 Mbps ADSL technology10 seconds10 Mbps cable modem8 secondsSource: FCC, CS Docket No. 96-496, 1997; ADSL from Werbach 1997, p.75.第15頁，共30頁。Putting it all TogetherWhen taken together, the combined effects of increased computing power, network growth, storage

16、capacity growth, and bandwidth growth provide entire new computing capabilities with each successive generationThe idea of a real-time video phone relying on bandwidth, computing power, and storage was once science fiction and is quickly becoming a realityDistributing digital quality pre-recorded an

17、d live music and video, again relying on bandwidth, computing power, and storage, has become a reality only in the past yearForward thinking companies are employing these new technology capabilities to break the rules, transforming existing industries, and creating entire new onesThis convergence of

18、 technology development and resultant new business practices are making traditional business models very unstable and forcing companies to cannibalize traditional markets, and adopt these new business practices if they are to survive第16頁，共30頁。New Business Practices Winning in the Digital Economy第17頁

19、，共30頁。The advent of the Digital Economy is altering “traditional” business paradigmsComputing erases information asymmetries previously used to obtain market powerDigitization will blur industry, enterprise and geographic boundariesKnowledge, facilities, and capital will be more easily accessible el

20、iminating the existing asymmetriesSupply chains are moved from a sequential flow of information to parallel activitiesDigitization will enable immediate access to information by all participantsProducts, services, relationships and funds are exchanged and altered simultaneouslyThe changes will impac

21、t operations first, and ultimately change the structure of entire industriesContent and computing standards reduce high switching costs which previously created exit barriers for customers第18頁，共30頁。Several characteristics shape the digital economyTime-Value Competition Content and containers Intelli

22、gent Markets - the Digital Value NetworkIntelligent execution - competing on insightIntelligent organizations 第19頁，共30頁。In the Digital Economy, consumers will have too many choices, too much information, and far too much complexity to deal with. What they wont have near enough of is TIMEIncorporatin

23、g 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 competitionTime Available for Desired ActivitiesTime Available for Required ActivitiesConsumer Perception of Time

24、ConsumptionAgricultural Industrial Digital Economy Economy Economy第20頁，共30頁。Time Value Case Study Mobil Speedpass“ to achieve competitive differentiation and customer loyalty within our target market, we chose to focus our strategy on customer service based on speed (or time) and convenience.” Brian

25、 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 transponder)Together, these electronic devices provide “instant” access to gasoline by automatical

26、ly 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 signal system, maintaining the confidentiality of that information and protecting your account

27、 from unauthorized use第21頁，共30頁。Traditionally, products have been either predominantly containers (physical objects such as automobiles, compact discs, video players etc) or content (intelligence that adds value such as software, print media, GPS systems etc)The market is demanding integrated conten

28、t intensive products and services. Microprocessors are being integrated into all kinds of products allowing for the incorporation of digital content and intelligenceIndustryAirlinePharmaceuticalAutomotiveChemicalContainerAirplaneDrug/TabletsAutomobileChemicalsLoad balancing logic, navigation systems

29、, security checksDosage schedule, Usage schedule, Refill reminderGlobal positioning, self diagnostic maintenance, security systemsConditions suitability monitoring, lot/expiration and usage trackingContent and ContainersContent第22頁，共30頁。Content and Container Case Study GM OnstarMedial EmergencyAccid

30、ent Services Roadside AssistanceConvenience Services第23頁，共30頁。Intelligent Markets The Digital Value NetworkValue Chains are being transformed, the internet and other technologies are providing the capability to fully integrate all players to increase efficiency and deliver new levels of value to the

31、 consumerCustomersCustomersInfomediaryDigital Value NetworkTraditional Supply ChainInfo/Network Platform= Goods Flow= Funds Flow= Information FlowCustomersCustomers第24頁，共30頁。Monorails virtual business model reinvents the nature of competition in the computer businessSource: FastCompany “This Virtual

32、 Company Is For Real” 12/97; Monorail Website /about/company.htmEnd CustomersMONORAILFederal ExpressSun Trust BankSykes EnterprisesSCIOrder processingShipping/DeliveryTechnical supportProduct designProduct marketingManufacturingAssemblyWarehousingCreditInvoicing/CollectionsA/R managementIntelligent

33、Markets Case Study - Monorail第25頁，共30頁。Intelligent execution - competing on insightFarmers leverage satellite monitoring systems to yield dramatic savings on key inputs such as seed, fertilizer, and insecticideGauge mineral / nutrient contentMonitor yield+Adjust dispersalMeasure sunlight+Detect dise

34、ase Source: CIO Magazine “Lean Acres” 10/1/98Analyze第26頁，共30頁。Intelligent 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 associ

35、ated 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 their value added competencies those things they do well and that have tangible value in the eyes of the consumerA new form o

36、f organization will emerge in the digital economy one in which all functions that are not explicitly a value added competency are sourced in an efficient marketplace第27頁，共30頁。Intelligent Organizations Case Study GMGM has evolved from a fully vertically integrated manufacturer of automobiles to an in

37、tegrated network of partner corporations. This is only the beginnings of a truly componentized organization.GM Core FunctionsInformation Technology:EDS, AC, IBM, etc.FinanceOperationsTier 1 SuppliersComponents / Sub-AssembliesTier 2 SuppliersIndividual PartsR&DProcurementDistribution & Dealership Ne

38、tworkSales/MarketingGM Value-AddedCompetencyPartner Relationships第28頁，共30頁。ConclusionThe digital economy is upon usA consumer oriented web a strategyIndustries will be reshapedApplying the concepts of:Time-Value Competition Content and containers Intelligent Markets - the Digital Value NetworkIntell

39、igent execution - competing on insightIntelligent organizations are some of the new strategies for the digital economy第29頁，共30頁。5、世上最美好的事是：我已經(jīng)長大，父母還未老;我有能力報答，父母仍然健康。6、沒什么可怕的，大家都一樣，在試探中不斷前行。7、時間就像一張網(wǎng)，你撒在哪里，你的收獲就在哪里。紐扣第一顆就扣錯了，可你扣到最后一顆才發(fā)現(xiàn)。有些事一開始就是錯的，可只有到最后才不得不承認。8、世上的事，只要肯用心去學，沒有一件是太晚的。要始終保持敬畏之心，對陽光，對美，對痛楚。9、別再去抱怨身邊人善變，多懂一些道理，明白一些事理，畢竟每個人都是越活越現(xiàn)實。10、山有封頂，還有彼岸，慢慢長途，終有回轉，余味苦澀，終有回甘。11、人生就像是一個馬爾可夫鏈，你的未來取決于你當下正在做的事，而無關于過去做完的事。12、女人，要么有美貌，要么有智慧，如果兩者你都不占絕對優(yōu)勢，那你就選擇善良。13、時間，抓住了就是黃金，虛度了就是流水。理想，努力了才叫夢想，放棄了那只是妄想。努力，雖然未必會收獲，但放棄，就一定一無所獲。14、一個人的知識，通過學習可以得到;一