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Enterprise@Internet
e-Business Drivers
시장 확대
(Expand Markets)
비즈니스의
목적
고객 유지 효율성 개선
(Retain Customers) (Improve Efficiencies)
Source: Regis McKenna/MRG
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Enterprise Value Chain
시장확대
고객만족 수요창출
마케팅
서비스 경쟁우위
Sell Side 관리 기획 / 개발
(제품 /
서비스)
매출증대 판매 / 영업 기업 구매 / 조달 비용효율
비즈니스 (생산재 /
관리재
/ 서비스)
Buy Side
주문관리
생산 / 제조
(제품 / 서비스)
비용절감 유통 및 프로세스 개선
재고관리
물류최적화
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e-business & Value Chain
거래 주체 : Suppliers Employees Resellers Customers
Electronic Collaborative Customer On-line
Buy Side Procurement Supply Chain Relationship Shopping Sell Side
System Management Management System
Back Office / ERP Application
인터넷
전자상거래
Buy Side Sell Side
시장확대 경쟁우위 비용효율 프로세스개선 물류최적화 비용시간절약 매출증대 고객만족
기획 / 개발 구매 / 조달 생산 /
수요창출 (생산재 / 제조 유통 판매 서비스
마케팅
(제품 /
재고관리 주문관리 영업 관리
서비스) 관리재 (제품 /
/ 서비스) 서비스)
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Business Challenge
규제 완화 / 철폐
신기술
글로벌화
제품의 등장
• 비즈니스 파트너관계
핵심제품처럼 사업상의
차별 부문으로 발전
• 정보 공유
관계 강화의 매우 중요한
요소로 대두
짧은 기간의
사업 기회 경쟁
고객의
유동성 증가
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B to B EC : Supply Chain Management
Supply Chain Bullwhip Effect
Multi-Tier Manufacturer Distributors Retailers Consumers
Suppliers Wholesalers
Goods Flows / Information Flows / Funds Flows
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B to B EC : Collaborative SCM
Transactional Relationship
• EDI- Fixed Structure
• Execution
Information-Sharing Relationship
• View
• Send/Receive
• FYI- based
Collaborative Relationships
• Joint Planning
• Joint Development
Source: AMR Research, 1998 7 ®
B to B Electronic Commerce
Web self-service applications
Suppliers Manufacturing Distribution Customers
Web Suppliers Web Requisitions Web Customers
Supplier Services Customer Requisitions Customer Services
– View orders – Create requisitions – Create orders (Web Store)
– View receipts, timelines – View requisitions – View orders, invoices
– View inspection results – Links to suppliers – View credits, payments
– View invoices, payments – Links to suppliers/items – View forecasts
– View agreements – Approvals w/workflow – View sales detail
– View Supplier inventories – Links to carriers, items
– View onhand balances Expense reporting – Marketing events
– View reports Calendar
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Oracle EC & Back Office solution
Sell-side
•Purchasing Analyzer
Buy-side •Supplier Scheduling •Store Manager
•EDI Gateway & Builder
• Oracle Internet
•Inventory Commerce
•TPN Register •Service •Payment Server
•Internet Bill & Pay • Oracle Internet
• Oracle Integration Kit
Bill & Pay
•Requisite Content •Sales & Marketing
Strategic • Oracle Internet
Management Service •Workflow •Call Center
Sourcing •Field Service Payment
• Oracle Internet •Payables •Web Apps
•Purchasing Dictionary Online
Procurement
•Web Suppliers •Web Customers Service
• Oracle Process
Automation •Web Requisitions
•Inventory
• Oracle Customer
Relationship
•Order Entry Management
•Account Receivables
Backoffice •MRP
Applications •Assets • Financials
•Engineering • Manufacturing
• Supply Chain Management
• Human Resources
Back-Office
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Sell-side
Oracle Internet Commerce Server
Process Automation Framework
Compelling Merchandising
Walk - In
Experience
10% Coupon!
S/W H/W
Identification Registration
Order Status Sale!
Shopping-cart Ordering
Multi-
media
회원 고객
Credit Card
Payment
Authorization
Shipping, Tax, 방문 고객
Fulfillment
Order Status
Cash
Collections
Collections Personalization
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Sell-side
Electronic 과금 및 청구 Model
부가 서비스 이용
Bill Template Web
Outsource Service Provider
1 BPP
System 청구서
3
Bill Data E-Mail
이름: 홍길동
지불방법: Credit Card 2
유효기간: 99/99/9999 5 4 Web
합계금액 : 30,000원 6 Payment
기타정보….. System
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BILLER CONSOLIDATOR CONSUMER
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Sell-side
Web Configurator
• Direct Product Configuration
– Reduced Costs
– Self-service
– Minimized Configuration
Errors
– Reduced Change Order,
Manufacturing Rework
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Oracle SellingPoint Configurator Architecture
Active Model
Enterprise BackOffice
Orders SellingPoint
Internet
Application Commerce
Oracle Server Server
SellingPoint
Database
Network Oracle HTTP
SellingPoint
Active Active Studio
Model
UI
Oracle
Replication Internet Oracle SellingPoint
Active Internet Edition
Internet UI
O-Lite SellingPoint
Mobile DB Application
Server
Active
Active Model Oracle SellingPoint
Mobile UI Mobile
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ICS와 BackOffice의 통합 Flow
New Orders
Update Order Status
ATP Inventory Check BackOffice
Applications
ICS Inventory Updates
Pricing Updates
Customer Information
• Open API를 활용한 통합 시 애플리케이션 상호 작동 흐름
– Oracle Internet Commerce 시스템으로부터 Order Entry로 주문 입력
– Order Entry로부터 Oracle Internet Commerce 시스템으로 주문 status
Update
– 실시간 Available To Promise inventory
– Inventory로부터 Oracle Internet Commerce 시스템 Store로 item들을
Push
– BackOfficce 애플리케이션으로부터 Pricing updates를 to Oracle
Internet Commerce 시스템으로 Push
– 고객 정보 synchronization 14 ®
Sell-side
Oracle CRM
Marketing Sales Customer Care
& Service
Call Center/TeleBusiness
Internet Business/E-commerce
Business Intelligence
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CRM - Oracle Service, Building blocks
CUSTOMERS
Call handling
Call tracking
Support
Service
Depot
Knowledge
Field
Base
Business Analysis
Customer Management
Contract Management
Spare Parts Planning & Logistics
Billing
Back INV BOM WIP
OE /
AR HR Quality
SHP
Office
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Buy-side
100% Lifecycle Automation
Approved
Supplier Lists
Approved
Standard POs EDI / Fax
AutoRelease
Procurement
Workflow
Supplier Schedules Web
MRP/DRP
Generated
Requirements
ASN
Approval Workflow
Create Receive
Requisitions Pay on Receipt
Non-
Production Payment
Requests Catalog
Search AP Suppliers
(Local or
TPN
Register)
Content Loads/Updates
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Oracle ICS + CRM + DBM
모든 channel에 걸쳐 marketing, sales 및 service function들을 통합 :
call center, web, field sales, distributors
마케팅 영업 서비스
Call Center
Tele- Oracle Oracle
marketing Telesales Customer Care
Market Place
Mobile
Oracle
ERP
영업 DB Oracle
Field Service
마케팅 Marketing Field Sales Mobile/PDA
Mobile/PDA
Web
Internet Internet Web
Commerce Customers
Marketing Server
Complete, end-to-end solution with seamless integration
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Success
Story
Oracle E-commerce Site Case
Cisco Connection ONLINE (CCO)
"We've been able to grow our company business from $1 billion to $10.5
billion using Oracle as an integral part of our e-commerce solution."
Dale Savey, senior manager of Architecture and Technology,
in reference to Cisco's growth from 1994 to 1999
Cisco Saves Using Networked Business
Operating Cost Total Savings/year
Technical Support: $180 M
Others: $ 90 M
• Human Resources
• Software Distribution
• Marketing materials
• 800 numbers cost
Total: $270 M
• Incoming calls reduced by 40%
• $2 to $150 saving for every inquiry handled by the web site
Source: Gartner Group 22 ®
Cisco e-Commerce 구현사례
• 전자상거래 구현 효과
– Internet 전자상거래를 통해 Enterprise 시장 중심에서 small-to-medium
business까지 시장을 확대
– 전세계 115여 개국에 걸쳐 인터넷을 통해 비즈니스 시행
– 직원수의 증가 없이 매출 500% 성장 기록
– 비즈니스 리드 타임이 평균 3주에서 3일로 단축됨
– 전체 매출의 73%가 Cisco의 e-commerce site에서 직접적으로 발생함
– 모든 고객 지원의 79%, S/W upgrade 82%가 인터넷을 통해 이루어짐
• Oracle 선택 이유
– 기존 애플리케이션에 비해 우수한 확장성, 신뢰성, 유연성을 갖춘 아키텍쳐
제공
– 애플리케이션에 인터페이스를 통해 bolt-on하거나 데이타베이스를 통해
bolt-in하는 것에 대해 개방형 아키텍쳐임
– 신속하게 비즈니스 요구사항의 변화를 반영하며, globalization (multi-
currency), acquisition, virtual manufacturing과 같은 전략적인 목표를
지원함
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Cisco e-Commerce 구현사례
• Oracle을 활용한 전자상거래 운영
– Internet 전자상거래를 통해 모든 지역, 부문, 자회사에서 발생한 주문이
Oracle Order Entry를 통해 Oracle General Ledger에 기록됨
– e-commerce site는 별도의 모듈로 구축되어 운영되지만 real-time으로
Oracle ERP Applications에 통합되어 있음
– Oracle ERP Applications 활용 시작 3개월 뒤 e-commerce를 live로
서비스하기 시작함
– 고객이 Web 상으로 order status 확인하는 기능을 출발로 pricing 확인,
lead time 점검, configure 및 주문발주, 서비스 sign up, 주문에
대한invoicing, 대금 수수 정보 등의 기능을 순차적으로 추가해 나아감
– 전세계 50여 outsource buyer & manufacturer 상품에 대한 것을 Oracle
Manufacturing 애플리케이션과 연동하여 운영함
• 시스템 구현
– 애플리케이션을 네개 이상의 시스템에 분산하되 비즈니스 관점에서
철저하게 통합 시키고 장애에 대비하여 loosely coupled 방식으로 통합
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주문관리 Solution Architecture
Oracle
Oracle Oracle
Storefront Order
Financials Mfg.
Entry
Resellers
Oracle Application
Servers Oracle Database
Server
Customers
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구현 기능들
"Networking Products MarketPlace"
*Configuration 툴 : Configure products without ordering
*Pricing 툴 : Price your orders
*Lead Times 툴 : Check product lead times
*Ordering 툴 : Configure, price, and place your order
*Order Status 툴 : Check order status
*Invoice 툴 : View invoices, credit, and debit memos
*Aged Account Summary 툴 : View aged account summary
*Online Order Extract 툴 : View online orders and download data
*RMA/Service Order 툴 : Manage service orders and parts
*Returns 툴 : Submit return for credit
*Returns Status 툴 : View return status
*Service Contract 툴 : Manage service contracts
*Product Upgrade 툴 : Order product upgrades
*Notification 툴 : Receive notifications
*Billing Address 툴 : Change billing address
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구매 조달 애플리케이션
Web Applications
Procurement Purchase Order
Dictionary
Application Payable Invoice
Billing
...
Order Entry
Purchase Order
Oracle Application Server Inventory
Account Receivable
MRP
Workflow
VAN EDI
Server
EDI
Gateway
Database
Server
Suppliers
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