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Introducing the Concept of Mega Maxi Marketing that Involves Internet as Driving Forces
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Marketing Conference 2007
MEGA MAXI MARKETING how the trend in technology can add
value to the business at large
Richardus Eko Indrajit [email protected]
0818.925-926
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There are four generations of customers existed in today’s global market who play important roles in business.
The Generation Cohort: Veterans - Baby Boomers - Xers - Millenials
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Today’s customers generation consist of people who are fond and very literate on information and communication technology.
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All industries are facing the dynamic battle of competition which has put customers as uncontrollable externalities
products and services
prod
ucts
an
d se
rvic
es
Company Customers
Competitors
We’ll always go for cheaper, better,
faster products and services
• manufacturing • healthcare • bank and finance • education • media • transportation • tourism • retail and distribution • utilities • mining/oil and gas • government • services
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Customers are so powerful that they can easily switch their preferences based on changing wishes and expectations
products and services
prod
ucts
an
d se
rvic
es
Company Customers
Competitors
Although we satisfy with your products and services,
but the other give me better experiences
+ values
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Values can be directly or indirectly deliver to numerous people and process within the enterprise’s internal and external territories
Value Added
Initiatives products
and services
Company Customers
products and services
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Business values of can be categorized into four generic domains
FINANCIAL CUSTOMERS
GROWTH INTERNAL
Business Values of
Technology
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Financial values offer the enterprise to improve its fundamental performance w.r.t. capex and opex perspectives
Expand market share.
Increase revenue.
Return on investment.
Optimise asset utilisation.
Manage business risks.
Source: Cobit, ITGI
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Customer values focus on the creation of product(s) and service(s) that satisfy related stakeholders and parties involved in business
Improve customer orientation and service.
Offer competitive products and services.
Service availability.
Agility in responding to changing business needs.
Cost optimisation of service delivery.
Source: Cobit, ITGI
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Internal values add enterprise level of competitiveness through various innovations through process reengineering
Automate and integrate the enterprise value chain.
Improve and maintain business process functionalities.
Lower process costs.
Compliance with external laws and regulations.
Transparency.
Compliance with internal policies.
Improve and maintain operational and staff productivity.
Source: Cobit, ITGI
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Growth values guarantee the sustainability of enterprise business in the medium and long run
Product and business innovation.
Obtain reliable and useful information for strategic decision.
Acquire and maintain skilled and motivated personnel.
Source: Cobit, ITGI
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In manufacturing or/and services industries, there are some pain points that need to be addressed
Services
TOTAL COST OF MANAGING THE FLOW OF
DATA AND INFORMATION
Manufacturing
TOTAL COST OF MANAGING
EFFECTIVE INVENTORY AND
PRODUCTION SYSTEM
versus
BACK OFFICE MANAGEMENT SYSTEM communication - administration - human resource
marketing - procurement - technology legal - firm infrastructure
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The more success the enterprise, the more interactions required by all related stakeholders
Employees
Customers
Management
Suppliers
Partners Business Activities
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The essence of all interactions is to ensure full control of the business by the management to mitigate risk and guarantee success
Employees Customers Management Suppliers Partners
Plan – Execute – Check - Control
Resources
Human Resources
Process
Money
Market
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By the end of the day, everything will depend on the performance of People, Process and Technology to deliver the required values
PEOPLE =users
PROCESS =applications
TOOLS =technology
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The trend of mobile technology drives the business requirements by enabling the used-to-be “mission impossible” activities
“ The explosion of advanced technologies now means that suddenly knowledge pools and resources have connected all over the planet, levelling the playing field as never before, so that each of us is potentially an equal – and competitor – of the other.”
Thomas Friedman
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“The network is the business” becomes the rules of today’s game through expanding and enhancing enterprise “reachability”
from
to
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The customers shall choose whatever technology they think fit with their needs and push the enterprise to adopt such requirements
C U S T O M E R L A Y E R
L O C A T I O N L A Y E R
A P P L I A N C E S L A Y E R
INTEGRATION MANAGEMENT LAYER
IP LAYER Calling/Conferencing
Browser/User Interface
Search Engine
Messaging & Mail
Document Management
Online Support
Retailer Transaction
Electronic Publishing
Content Aggregation
Connectivity
Collaboration
Chatting
PRODUCTS AND SERVICES
KIOSK TELEPHONE TELEVISION INTELLIGENT MONITOR FAX
PE
RS
ON
AL
CO
MP
UT
ER
P
ER
SO
NA
L D
IGITA
L A
SS
ISTA
NT
IN PUBLIC IN VEHICLE
AT
WO
RK
A
T H
OM
E
FAMILIES CONSUMERS COMMUNITIES
BU
SIN
ES
S
INS
TIT
UT
ION
S
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The customers shall choose whatever technology they think fit with their needs and push the enterprise to adopt such requirements
C U S T O M E R L A Y E R
L O C A T I O N L A Y E R
A P P L I A N C E S L A Y E R
INTEGRATION MANAGEMENT LAYER
IP LAYER Calling/Conferencing
Browser/User Interface
Search Engine
Messaging & Mail
Document Management
Online Support
Retailer Transaction
Electronic Publishing
Content Aggregation
Connectivity
Collaboration
Chatting
PRODUCTS AND SERVICES
KIOSK TELEPHONE TELEVISION INTELLIGENT MONITOR FAX
PE
RS
ON
AL
CO
MP
UT
ER
P
ER
SO
NA
L D
IGITA
L A
SS
ISTA
NT
IN PUBLIC IN VEHICLE
AT
WO
RK
A
T H
OM
E
FAMILIES CONSUMERS COMMUNITIES
BU
SIN
ES
S
INS
TIT
UT
ION
S
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“Gadgets everywhere” create its own problems in managing interoperability and interconnectivity across numerous platforms
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Intelligent Information Network is trying to answer those dynamic and uncontrollable needs by providing flexible technologies
The Connected People
CONSUMER COMMERCIAL
Smart Business Communications
Architecture
Service-Oriented Network
Architecture
ENTERPRISE
IP NGN
SERVICE PROVIDER
Source: Cisco
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The Next Generation Network (NGN) is here to stay …
VPNs Internet Content
Voice & Video Mobility Transport
IP Next-Generation Network
Connecting Customers with Services, Services with Networks,
and Networks with Each Other
Consumer Small/Medium Business
SP Wholesale Enterprise
Source: Cisco
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Main Rule: IP over everything and everything over IP
One unified network for everything
Today Tomorrow
Telephone network
Mobile radio
network
IP-Network
Multimedia Access - Advantages: • easy to handle • reliable • mobile
Internet
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At least the first ten models can help enterprises in creating values to their business at the short term (quick wins)
1. Back Office Communication Technology 2. Front Office Communication Technology 3. Internet and Mobile Connection Technology 4. Customers Profiling and Behaviors Assessment Technology 5. Resources Monitoring and Tracking Technology 6. Multimedia-Based Interaction Technology 7. Electronic Data Center and Management System Technology 8. Corporate Internetworking Alliance Technology 9. Business Intelligence and Security Management Technology 10. Business Applications Hosting Technology
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#1 Back Office Communication Technology
Interlocal vs International Call
Fixed vs Mobile
Devices Technology
Individual vs Group Arrangement
Public vs Private
Network
Free Rule vs Specific Rules Applied
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#2 Front Office Communication Technology
Interlocal vs International Call
Fixed vs Mobile
Devices Technology
Individual vs Group Arrangement
Public vs Private
Network
Free Rule vs Specific Rules Applied
Toll Free vs Premium Call
Pay per Call vs Charge Back
Waiting List vs Routing System
Manual vs Intelligent Menu
Unrecorded vs Recorded Event
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#3 Internet and Mobile Connection Technology
I N T E R N E T
Email Chatting
Mailing List
Blogging
Browsing
Newsgroup
E-Business E-Commerce
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#4 Customers Profiling and Behaviors Assessment Technology
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#5 Resources Monitoring and Tracking Technology
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#6 Multimedia-Based Interaction Technology
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#7 Electronic Data Center and Management System Technology
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#8 Corporate Internetworking Alliance Technology
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#9 Business Intelligence and Security Management Technology
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#10 Business Applications Hosting Technology
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The new economic rules challenge the way people conduct business in today’s technology intense environment.
Knowledge
Digitization
Virtualization
Molecularization
Integration/Internetworking
Disintermediation
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3
4
5
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Convergence
Innovation
Prosumption
Immediacy
Globalization
Discordance
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Success stories have shown how “value matrix” become the key factor in winning the battle of competition nowadays.
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It creates a good number of business initiatives and innovations that aim to gain significant competitive advantages.
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As the world become flat, the approach on conducting business and marketing should be adopting this new platform.
DISTRIBUTORS
SUPPLIERS
CUSTOMERS
PARTNERS
Finance andManagement
Manufacturingand Production
R&D andEngineering
ProcurementDistribution
Supply ChainLogistics
MarketingAdvertising
SalesCustomer Care
Inward FocusedCore BusinessProcess andApplications
Internet/Intranet/Extranet
DISTRIBUTORS
SUPPLIERS
CUSTOMERS
PARTNERS
Finance andManagement
Manufacturingand Production
R&D andEngineering
ProcurementDistribution
Supply ChainLogistics
MarketingAdvertising
SalesCustomer Care
Inward FocusedCore BusinessProcess andApplications
Internet/Intranet/Extranet
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By the end of the day, who have more access to information and knowledge will be ruin the world of globalisation.
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Thank You
Richardus Eko Indrajit http://www.indrajit.org [email protected] +62-819-harvard (4278273)
Questions Answers
