General Motors Corporation Web Site Strategy

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General Motors Corporation Web Site Strategy

• Steven Hanna
• Executive Director, Supply Chain
• Information Systems Services
• General Motors Corporation

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General Motors Corporation
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General Motors Corporation

• Sells products in more than 200 countries
• 200 manufacturing facilities in 50 countries
• 15.1 global market share
• 8.5 Million units
• 14,000 dealers
• 5,000 parts in each vehicle
• 180 million pounds of material received daily
• 12,000 sourcesjust in time
• 90B of material and services purchased annually
• 362,000 employees globally

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State of GM Information Technology in 1996

• IT costs not competitive
• Few operational metrics
• Piecemeal infrastructure systems
• Build strategy for all systems
• Little reuse
• Lack of GM IT competency
• Single outsourcer

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State of GM Information Technology in 1996

• Fragmentation, multiple solutions for the same
  business process
• 7,000 legacy information systems
• No common desktop environment
• No common email system
• 23 CAD/CAM systems
• Significant network instability

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The GM ISS Team
GM CEO R. Wagoner
Sector Pres.
Sector Pres.
Sector Pres.
Sector Pres.
Sector Pres.
GM CIO R. Szygenda
Process Information Officers
Business Unit Chief Information Officers
CIO
CIO
CIO
CIO
CIO
Technology Information Officers
Sales Marketing
Product Development
Manufacturing/ Quality
Administrative Management
HR/Finance
Supply Chain
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GM Infrastructure Improvements

• gt2000 Non-essential computing servers
• 3,000 Legacy information systems
• 80 Fewer outages
• Lost manufacturing units
• Lost engineering productivity

Subtract

• 120K Common, global desktops (GM Online)
• 1200 super computing capacity
• Capacity 3X WAN, 20X MAN, 10X LAN/CAN
• Application availability improvements
• Web Hosting capability and availability

Add

• Self-financed from operating cost reduction

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Creation of GMs Business Web
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The GM Business Web
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The GM Business WebChallenges

• Common vs. unique solutions
• Speed of delivery
• Consistency across channels
• Flexibility

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The GM Business WebApproach

• Global B2C web Infrastructure
• Component based framework for delivery
• EAI integration services for data / legacy
  integration
• Standard technical infrastructure components
• - Directory - Security - Personalization
  - Portal
• ASP model for many applications

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The GM Business WebGlobal B2C Web Infrastructure
A single web infrastructure supports all B2C
websites and applications
Consumer
Brand Sites
Shop / Buy Sites
Dealer Sites
OnStar
Ownership
GMAC
Action Servlet / JSP
Data
Components
Inter-Application Workflow
Transaction Integrity
Adapters - Extract / Transform / Load
Publish / Subscribe
Integration Services
Legacy Applications
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The GM Business Web
Original Approach
Component Based Framework
Presentation(User Interface)
OwnerCenter
Dealer Web Pages
Shop /Buy
Brand
Country /RegionSpecific Site
Country /RegionSpecific Site
User Experience Business Rules
Common User Experience Business Rules
Vehicle Locator
Core Services
Vehicle Locator
Dealer Locator
Dealer Locator
Selector
Selector
Data
CommonData
CommonData
Country Data
LegacySystems
LegacySystems
Centrally Maintained
Country Maintained
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The GM Business WebComponent Based Framework
Legend
Framework Infrastructure Centrally
Maintained Country Maintained
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The GM Business WebComponent Based Framework
Technology Components
Business Components
Vehicle Configurator Vehicle Selector Locator
Dealers, Vehicles
Security Registration Content Management Messaging
Personalization
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The GM Business Web
Shop / Buy Sites
Brand Sites
Common Components
Dealer Web Sites
Owner Center
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The GM Business WebShop/Buy
Brazil

• Customer can make deposits, request financing,
  process invoices, obtain delivery confirmation
• 70 of sales are conducted online
• 90,000 sold since September, 2000 launch
• 11 days Order-to-Delivery Lead Times (versus 45
  days average)

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The GM Business WebOwner Center at My GM Link
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The GM Business WebOwner Center at My GM Link
A Vehicle Home Page that Delivers .
The brands and business units look feel,
carrying over the existing relationship
A user experience that customers tell us is easy
to navigate
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The GM Business WebOwner Center at My GM Link
. And Enables Aggregation
GM can cross-sell many other GM products and
services
Customers can register as many vehicles as they
own, with easy access to each vehicles home page
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The GM Business WebDealer Web Publishing
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The GM Business WebVehicle - OnStar
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The GM Business WebBenefits

• Shop Buy Sites
• Implemented in 40 countries
• Accessible to 3.5 billion people
• Highest visit rate among automotive manufacturer
  sites
• 3.5M visits / month
• 1,500 leads / day to dealers 85 closure rate
  (U.S.)
• 40 conquest rate
• Brand Sites
• 7M visits / month
• Owner Center
• 70,000 registered customers
• Implemented for U.S. (all brands) and Mexico
  built for global deployment
• 200K visits / month
• Integrated with enterprise CRM

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The GM Business WebBenefits

• Common vs. Unique Solutions
• Achieved cost effective balance using J2EE and
  EAI
• Speed of Delivery
• Deployed shop/buy capability
• 6 weeks small markets
• 8 weeks major markets
• 40 countries in 2 years
• Delivered new capability
• 6 months Owner Center
• 9 months Dealer Web Publishing
• Consistency Across Channels
• Shared components and infrastructure
• Flexibility
• Common deployment process
• J2EE framework