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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 indrajit@post.harvard.edu

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

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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

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P

ER

SO

NA

L D

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ISTA

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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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2

3

4

5

6

Convergence

Innovation

Prosumption

Immediacy

Globalization

Discordance

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10

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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 indrajit@post.harvard.edu +62-819-harvard (4278273)

Questions Answers