Presentation to HEDNA 2001
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Transcript of Presentation to HEDNA 2001
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8/25/01 1
Around the World in 90 Minutes
Anna Pollock
DestiCorp Limited
The view from somewhere “out there”!
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Scope and Purpose
What’s really happening out there? Commerce in the 21st Century Strategic Implications
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What’s Really Happening?
Fashions or fads? B2C, B2B, hubs,portals,ASPs,WAP “killer apps” …Holy Grail
Gadgets or gizmo’s? Technology as fashion accessory
The Doppler or Dopelar Effect? Tendency of stupid ideas to look smart when
they come at you quickly enough ! Products or Models? Trends or Transformation?
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From Old to New Old
A linear, mechanical world view Supply chains Economy as machine
Re-engineer, fine tune, kick start Compete, economies of scale
New A networked, organic, systems view Holistic, complex, self-repairing Economy as ecosystem
Collaborate, biodiversity, niche Fluid, amorphous, dynamic, messy
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Four letter words may not be acceptable but TLAs are!
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4 Ps 2 6 Cs
Tenets of Marketing in 20th Century product, price, positioning, promotion
Six “C’s” of e-Commerce Customers Convergence Content Competence Collaboration Community
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People Power
Perfect information shifts power to the consumer = commoditisation
Customers are not eyeballs – they are our guests AND partners, collaborators, co-creators
Our customers AND employees are people
Engage them in conversation Companies don’t serve guests, people do Get personal – with permission, of
course! Get viral!
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What do Customers want?
To be treated as an individual To have a complete, positive
experience To be fickle, variable To be treated as a whole person
Physical, mental, emotional, spiritual
To sustain a dialogue, a conversation
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Cluetrain Manifesto
If you only have time for one clue this year, this is the one to get… we are not seats or eyeballs or end users or customers. We are human beings and our reach exceeds your grasp…….Deal with it!
www.cluetrain.com
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Cluetrain Manifesto
Companies that don’t realise their markets are now networked person-to-person, getting smarter as a result and are deeply joined in conversation are missing an opportunity.
See HERmail.net
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What do our Guests want?
To be treated as an individual To have a complete, positive experience To be fickle, variable To be treated as a whole person
Physical, mental, emotional, spiritual To sustain a dialogue, a conversation Convenience: appropriate content --
when, where, what and how I want it! Personal conversations on de-
personalised devices, anywhere, 24*7!
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Convergence
When? before, during, after the trip
Where? Print, PC, Web, phone, PDA, TV
What? Text (language) Data (standards) Images & sound: smell soon! Tools (search, select, retrieve, transact,
manipulate, share)
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Depersonalization of the Personal Computer “If I said to you ‘Can I borrow your laptop?’, it’s
like, ‘My feet are cold. Can I borrow your socks for half an hour?’”
“It’s a personal computer, and I think there’s got to be a depersonalization.”
Peter CochraneChief Technologist, BT
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Personal Computers & Pocket Computers
“When you consider the number of pockets out in the world, the PC market looks puny”
Bill Joy, Sun Microsystems
Ambient Intelligence
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Cell Phone Handsets and Handheld Computers Overlap in Function
Cellular Phone Handset
Cell Phone with Email, Web Browser
PDA with Wireless Data
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M-commerce
Convergence leads to ubiquity Voice - anywhere Text: SMS Web: e-mail Web browsing-push, LBS Tool for moving info “bits” Authentication tool Payment tool
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MENU:1: VIEW VIDEO2: SEND TO T-MAIL3: WEB SITE4: RECEIVE MAIL
M-commerce
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iDTV – t-commerce
What is it? More than better image, sound and 100’s
of channels Instant access to in-depth, supportive
information Community building, e-mail, instant
messaging Consumer power: EPG’s and PDVR Intelligence and refined targeting Personalisation
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iDTV – some statistics
In 2000, 15% of European viewers use iDTV, expected to reach 60% by 2004
In 2000, some 29 million UK households already have it
US will lag – 27% of American TV viewers in 2004 will use iDTV
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Will “they” buy?
66% say yes 41% have already done so High response rate (22%) for click
through ads iDTV to generate $20 billion in
revenue by 2004 $11 billion in advertising $ 7 billion from commerce $ 2 billion in subscription fees
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iDTV: Trends and Issues
Disappearance of channels (thanks to EPGs and PDVRs!)
Appearance of personalised TV portals
Blurring of advertising and programming
Need for media-rich content Brand strength, content range and
quality essential.
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Content
Text (language, design) Data (standards) Images & sound Geocoded Tools (search, select, retrieve, transact,
manipulate, share) Intelligence
..Has to be machine-readable ……XML wrapped, tagged
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Strategic Challenges
Mammoth Variability Market variations: language,
culture, regulations Commercial: rates, commission
structures Customisation: trade partners,
corporate customers, loyal customers
Channels: consistency, follow-through
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Channel Management
Appropriate content By channel Stage in the customer’s purchase
cycle By customer’s trip purpose By customer nationality By customer profile
Machine automation mandatory!
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Cost Headaches Ahead
# of unique eBusiness relationships
Tim
e &
Co
st
Each e-Business relationship is unique, involves integration with disparate systems, and every
change currently requires a skilled programmer.
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Competence
You can’t do it all What does your guest want, need? What is your core competence? With whom can you, must you
ally? Creating a collaborative
infrastructure Generating reach cost effectively
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Collaboration
From “chain” to network From web site to “business web” From product focus to customer
focus From owning to partnering New leadership styles required New organisational structures
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Towards C-Commerce
Old: Supply Chain Management
Suppliers CustomersSCM ERP CRM
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Towards C-CommerceNew: Business web or Ecosystem
ANCILLARYSERVICES
CHANNELPARTNERS
SUPPLIERS CUSTOMERS
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Community Building
A business-web is a community of enterprises, their suppliers, partners and customers that collaborate to create wealth by delivering sustained value to a customer or set of customers.
Opportunistic, customer centric, fluid, organic, messy!
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Final “Takeaways”
Think “infrastructure” not sites Think ecology not technology Companies don’t look after guests
– people do! Unleash the creativity, curiosity
and passion of your people To find the Holy Grail:
never cease asking the question: how may I serve you?
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DESTiCORP Limited
Positioning as the leading authority on C-commerce and Business Webs in the tourism and hospitality sector
E-services and Business Web Enabler
Web Services Provider