InSourcing and OutTasking for a Freedom Economy

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In-Sourcing and Out-Taskingfor a Freedom Economy

• Christer Carlsson
• IAMSR / Abo Akademi University

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But Now Mobility is here  
   
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E-Business

• The .com revolution was hype
• There is no new economy
• E-commerce, e-business should be quickly
  forgotten (says the paper products industry)
• Lots of youngsters got rich with other peoples
  money ...

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E-Business

• Accenture
• Marketing is key ? as the cost of customer
  acquisition makes marketing critical to business
  success
• Physical operations can matter as much as or more
  than online ones
• Clicks and bricks (online plus offline channels)
  are the new game
• Technology guarantees the integrity of the
  transaction and technical excellence is required

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E-Business

• Accenture (cont.)
• Organizational capabilities and processes must
  change BPR activities
• Breaking down functional stovepipes - processes
  are executed across a virtual value network
  rather than a vertical enterprise
• The customers perspective defines the value of a
  process

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Exhibit 1 Geographical distribution of Ducati
1999 revenues
Rest of the world 15.6
Australia 1.7
Italy 27.2
Japan 5.0
UK 5.9
France 8.4
North America 21.5
Germany 14.7
Source Ducati document, March 2000
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Exhibit 2 Expansion of Ducatis niche boundaries
High performance
996
Monster S
Monster Dark
748R
Monster City
ST4
ST2
MH900e
Highly lifestyle-oriented
High functionality
High comfort
Note The 996 and 748R are models from the
Superbike line ST2 and ST4 are Sport Touring
models and the Monster Dark, Monster City and
Monster S are models from the Monster line.
The Sport Touring(launched in 1997) as well as
the Monster (launched in 1993) models and the
MH900e were launched in order to meet particular
market needs and expand the niche
boundaries. This expansion is illustrated by the
concentric circles and the direction of the
future product arrows. The number of future
products and their features still have to be
defined.
Current products
Future products, not yet defined
Source Adapted from Ducati document, March 2000
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Exhibit 3 The World of Ducati
Advertising campaigns
Racing school
Museum
Ducati Owners Club
Adver- tising
Ducati.com
Co-marketing
Advertising
Museum
Ducati Owners Club (D.O.C.)
Motorcycles Accessories Apparel
Ducati University
Events
Racing
Racing school
Sponsorship
Technical support and sales
Racing apparel
Racing
Hospitality
Desmobid
Source Adapted from Ducati document, March 2000
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Trends in Internet Business Models
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E-Business

• Companies must focus on e-Processes and
  relationships instead of traditional industry
  boundaries for products and services.
• Many labels can be applied to Amazon at the same
  time retailer, portal, market maker, and auction
  house.
• Yet, its core eProcess identity is to be the
  owner of a premier set of sustained, retail
  customer relationships

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VIRTUAL CORPORATIONS
SUPPLIER
CUSTOMER
VIRTUAL CORPORATION
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The SmartAMLET Constructs Services
CONSTR1
PERS Personalisation LOCAL-Localisation UBI-Ubiq
uity TIME-Timeliness FREE-Freedom KNOW-Knowledge
Mobility
SERV1
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OUT-TASKING IN-SOURCING
PARTNER I
PARTNER II
VIRTUAL CORPORATION
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Java Technology Web ServicesModel
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The SmartAMLET Technology Platform
Smart, adaptive collaborative multi-agent soft
computing systems searching, interpreting
VMC-NS
Integrat servers
Devices
Gate- ways
FE ser- vers
Applic servers
MI-ES
MeH-WS
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About Mobile Killer Applications

• I dont know the key to success, but the key to
  failure is to try to please everyone Bill Cosby
• Killer application the single great success
  which will recover all investments done in UMTS
• PC word processing, spreadsheets
• GSM voice, SMS
• GPRS MMS (?)
• UMTS ....

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Ahonen-Barrett The 5 Ms

• Movement escaping places (local, global,
  home-base, mobile)
• Moment expanding time (multitask, plan,
  postpone, stretch, fill, catch up, real-time)
• Me extending me (personal, relevant, customized,
  community, permission, language, multi-session)
• Money expending (m-commerce, micro-payments,
  m-banking, trusted partner)
• Machines empowering devices (telematics,
  machines, appliances, robots, metering devices ..)

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BARRIERS TO RAPID M-COMMERCE DIFFUSION IN FIN/HK
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POTENTIALLY SUCCESSFUL M-COMMERCE PRODUCTS AND
SERVICES (I)
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POTENTIALLY SUCCESSFUL M-COMMERCE PRODUCTS AND
SERVICES (II)b
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USAGE BEHAVIOUR OF M-COMMERCE CUSTOMERS (I)
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USAGE BEHAVIOUR OF M-COMMERCE CUSTOMERS (II)
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CUSTOMERS VIEW ON M-COMMERCE PRICING MODELS
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CUSTOMERS VIEW ON M-COMMERCE ADVERTISING MODELS
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COMPETITIVENESS OF FIN/HK M-COMMERCE COMPANIES
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EXPECTED FUTURE M-COMMERCE REVENUES IN B2C AND
B2B MARKETS
Q7. BASED ON THE CURRENT LEVEL, OUTLINE HOW YOU
BELIEVE M-COMMERCE TURNOVER IN THE B2C AND B2B
AREAS WILL DEVELOP OVER THE YEARS.
Index 2000100
FIN n29 HK n(31)