科尔尼-咨询报告-在数字经济中竞争

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1、A.T.Kearney 9/2717/pd/1November 17,1999Northwestern UniversityHigh Tech ClubCompeting in the Digital EconomyA.T.Kearney 9/2717/pd/2Agendan Introduction What is the Digital Economy?n Drivers of the Digital Economyn New Business Practices What Does it Take to Win?Time-Value Competition Content and con

2、tainers Intelligent Markets-the Digital Value Network Intelligent execution-competing on insight Intelligent organizations A.T.Kearney 9/2717/pd/3Introduction to the Digital EconomyA.T.Kearney 9/2717/pd/4DigitalEconomyThe last three decades have seen the emergence of a digital economy characterized

3、by an increased emphasis on computing and communicationsThis increased use of computing and communications(“digitization”)is changing the world of businessIndustrialEconomyPre-IndustrialEconomyPre-18501850-19601960-PresentA.T.Kearney 9/2717/pd/5This period is comparable to previous economic upheaval

4、s and impacts all industriesNew economies emerge at the inflection point of previous economies and co-exist with their predecessors170018001900Agricultural EconomyIndustrial EconomyDigital Economy2000World EconomyPresent DayA.T.Kearney 9/2717/pd/6Information is becoming the key input,which is changi

5、ng the way businesses operate and the nature of workRatio of Expenditures on Information to Production Technology198019751970196500.10.20.30.40.50.60.70.80.91983806040201820 1840 1860 1880 1900 1920 1940 1960 1980 1995Notes:(1)Consists of service workers,including positions such as finance,marketing

6、,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 Labor Statistics(1996)U.S.Employment By Occupation(Percent Of Total)IT$PT$Type Of Worker“Knowledge Workers”(1)“Touch Labor”(2)Agricultu

7、reA.T.Kearney 9/2717/pd/7 Digitization allows work to occur any time,any place leading to a dramatic increase in global activity Drivers Reduced costs of communication Immediate access to information Rapid diffusion of technology Increased access to new markets Increased number of competitorsSources

8、:F.C.C.,U.S.Department of Treasury215560U.S.Direct Overseas Investment($Billion)835041980199319801993Foreign Direct Investment In The U.S.($Billion)200412120137131980199519851990Overseas Telephone Calls($Million)A.T.Kearney 9/2717/pd/8Information Technologys Share of the GDP continues to grow,fuelin

9、g the Digital Economy4.24.54.96.16.48.20123456789197719801985199019931998%of GDPA.T.Kearney 9/2717/pd/9Drivers of the Digital EconomyA.T.Kearney 9/2717/pd/10Advances in technology and improvements in information management are driving digitizationMetcalfes Law of Network ValueGreater Storage Capabil

10、itiesCheap,Deregulated Communications Internet Access Pervasive email usage Java and Jini Fixed and removable Hard drives CD-ROMs DVDs Telephones Satellites Faxes ModemsMoores Law of Microcomputing Microprocessors Personal computers Workstations“Smart”products(Embedded computing)A.T.Kearney 9/2717/p

11、d/11Moores Law of MicrocomputingEvery 12-18 months,the processing power of microchips doubles197219761980198819921996200020042008103104105106107108109400480808086802868038680486PentiumPentium Pro80786Transistors per ChipDateA.T.Kearney 9/2717/pd/12Moores Law of MicrocomputingAnd with each successive

12、 generation,the price per MIPS plummets23050163.420501001502002501991199419951997$per MIPSA.T.Kearney 9/2717/pd/13Metcalfes 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 networkM

13、anufacturersDistributorsSuppliersLogisticsA.T.Kearney 9/2717/pd/14Greater 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 digitally

14、0481216201H97 2H97 1H98 2H98 1Q99 2H99 1H00 2H000501001502002501995199619971998199920002001Desktop Hard Drive CapacityGigabytesMegabytesDesktop Memory CapacityA.T.Kearney 9/2717/pd/15Cheaper,Deregulated TelecommunicationsTelecommunications was one of the last industries to fall to de-regulation glob

15、ally still 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

16、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 connection52 seconds4 Mbps cable modem20 seconds8 Mbps ADSL technology10 seconds10 Mbps cable modem8 secondsSource:FCC,CS Docket No.96-496,1997;ADSL

17、 from Werbach 1997,p.75.A.T.Kearney 9/2717/pd/16Putting it all Togethern When 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 generation The idea of a real-time

18、 video phone relying on bandwidth,computing power,and storage was once science fiction and is quickly becoming a reality Distributing 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 yearn Forward think

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

20、o cannibalize traditional markets,and adopt these new business practices if they are to surviveA.T.Kearney 9/2717/pd/17New Business Practices Winning in the Digital EconomyA.T.Kearney 9/2717/pd/18The advent of the Digital Economy is altering“traditional”business paradigmsn Computing erases informati

21、on asymmetries previously used to obtain market power Digitization will blur industry,enterprise and geographic boundaries Knowledge,facilities,and capital will be more easily accessible eliminating the existing asymmetriesn Supply chains are moved from a sequential flow of information to parallel a

22、ctivities Digitization will enable immediate access to information by all participants Products,services,relationships and funds are exchanged and altered simultaneously The changes will impact operations first,and ultimately change the structure of entire industriesn Content and computing standards

23、 reduce high switching costs which previously created exit barriers for customersA.T.Kearney 9/2717/pd/19Several characteristics shape the digital economyn Time-Value Competition n Content and containers n Intelligent Markets-the Digital Value Networkn Intelligent execution-competing on insightn Int

24、elligent organizations A.T.Kearney 9/2717/pd/20In 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 TIMEIncorporating Time into your offering will become a primary differentiator of products an

25、d 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 ConsumptionAgricultural Industrial Digital Economy Economy EconomyA.T.Kearney

26、9/2717/pd/21Time 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 Baker,President,North American Marketing&RefiningWhether you have th

27、e 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 automatically charging fuel purchases to the credit card you selected when you enrolledThe

28、 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 from unauthorized useA.T.Kearney 9/2717/pd/22Traditionally,products have been ei

29、ther 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 content intensive products and services.Microprocessors are being integrated into

30、 all kinds of products allowing for the incorporation of digital content and intelligenceIndustryAirlinePharmaceuticalAutomotiveChemicalContainerAirplaneDrug/TabletsAutomobileChemicalsLoad balancing logic,navigation systems,security checksDosage schedule,Usage schedule,Refill reminderGlobal position

31、ing,self diagnostic maintenance,security systemsConditions suitability monitoring,lot/expiration and usage trackingContent and ContainersContentA.T.Kearney 9/2717/pd/23Content and Container Case Study GM Onstar Medial Emergency Accident Services Roadside Assistance Convenience ServicesA.T.Kearney 9/

32、2717/pd/24Intelligent 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 consumerCustomersCustomersInfomediaryDigital Value N

33、etworkTraditional Supply ChainInfo/Network Platform=Goods Flow=Funds Flow=Information FlowCustomersCustomersA.T.Kearney 9/2717/pd/25Monorails virtual business model reinvents the nature of competition in the computer businessEnd CustomersMONORAILFederal ExpressSun Trust BankSykes EnterprisesSCI Orde

34、r processing Shipping/Delivery Technical support Product design Product marketing Manufacturing Assembly Warehousing Credit Invoicing/Collections A/R managementIntelligent Markets Case Study-MonorailA.T.Kearney 9/2717/pd/26Intelligent execution-competing on insightFarmers leverage satellite monitori

35、ng systems to yield dramatic savings on key inputs such as seed,fertilizer,and insecticideGauge mineral/nutrient contentMonitor yield+Adjust dispersalMeasure sunlight+Detect disease Source:CIO Magazine“Lean Acres”10/1/98AnalyzeA.T.Kearney 9/2717/pd/27Intelligent Organizationsn Technology is making m

36、arkets more efficient,and creating new markets for products and services that were traditionally done within the 4 walls of corporationsn As technology drives down the transaction costs associated with sourcing any kind of service and efficient markets evolve to fulfill those services,the definition

37、 of“firm”is being changedn Companies 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 consumern A new form of organization will emerge in the digital economy one in which all functions that are not explicitly a valu

38、e added competency are sourced in an efficient marketplaceA.T.Kearney 9/2717/pd/28Intelligent Organizations Case Study GMGM has evolved from a fully vertically integrated manufacturer of automobiles to an integrated network of partner corporations.This is only the beginnings of a truly componentized

39、 organization.Information Technology:EDS,AC,IBM,etc.FinanceOperationsTier 1 SuppliersComponents/Sub-AssembliesTier 2 SuppliersIndividual PartsR&DProcurementDistribution&Dealership NetworkSales/MarketingPartner RelationshipsA.T.Kearney 9/2717/pd/29Conclusionn The digital economy is upon usn A consume

40、r oriented web a strategyn Industries will be reshapedn Applying the concepts of:Time-Value Competition Content and containers Intelligent Markets-the Digital Value Network Intelligent execution-competing on insight Intelligent organizations are some of the new strategies for the digital economy A.T

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