praktiker-reihe „medienmanagement“ uni-köln, 21.nov.2000 1 presentation of the ebusiness...

Praktiker-Reihe „Medienmanagement“ Uni-Köln, 21.Nov.20001

Presentation of the eBusiness project of the

Business Unit Paper

Jürgen Hackenbroich

Global eCommerce Coordination Business Group Specialty Products

[email protected]


SolutionsforPaper.com - The global online home for the paper industry

eStrategy

eBusiness Model

eTransactions

eOutlook

eDesign

Agenda


Business Unit Paper - part of Bayer´s Business Group Specialty Products

Health Care Agriculture Polymers Chemicals

Pharmaceutical

Diagnostics

Consumer Care

Specialty Prod.

Fine Chemicals

Animal Health

Crop Protection

Polyurethanes

Rubber

Plastics

Fibers Wolff Walsrode

H.C. Starck

H & R

EC

Coatings & Col.

Ion Exch. Resins

Polymer AdditivesPaper

Textile Auxiliaries

Leather Material Protection


Key facts 1999

• Strong market position

• Global reach

• Wide product and service range

• Business driven by large international key accounts

Sales (m Euro)Sales (m Euro)

Market Share (in %)Market Share (in %)

No. EmployeesNo. Employees

Share of sales (in %)Share of sales (in %)

Product GroupsProduct Groups

237237

11%11%

450450

Europe: 45%Americas: 34%Asia Pacific: 21%

Europe: 45%Americas: 34%Asia Pacific: 21%

• Optical Brighteners• Dyes• Pigments• Processing Chemicals• Finishing Agents• Products for Carbonless

Copying Paper

• Optical Brighteners• Dyes• Pigments• Processing Chemicals• Finishing Agents• Products for Carbonless

Copying Paper

Customer ServiceCustomer Service

• Applications Advice• In-house Simulation and

Testing• Logistics services

• Applications Advice• In-house Simulation and

Testing• Logistics services

Main CustomersMain Customers

• Top ten customers account for approx. 50% of the business

• Top ten paper manufacturers account for approx. 30% of the world paper production

• Top ten customers account for approx. 50% of the business

• Top ten paper manufacturers account for approx. 30% of the world paper production


eStrategy Approach

The internet year has three months, therefore the project builds on continuous learning through creating a recurring plan.The internet year has three months, therefore the project builds on continuous learning through creating a recurring plan.

Determine the eStrategy

eBusiness opportunity assessment

• Identification of the To-Be eCommerce portfolio and services

• eAlliancies / eMarketplaces / own Portal

• High level business case

• Key enablers

“Think”

“Build”

“Run”

Conceptual design of the “To-Be” eCommerce services

• Information

• Communication

• Transaction/Interaction

Prepare for the implementation of targeted eCommerce models and services

Implement and host

• Technical implementation

• Run and host

PlanDo

Review


eBusiness trends within the paper chemicalsindustry

Intermediaries are stealing value from traditional distributors• Papermartuk.co.uk offers paper products to the end customer markets, thus eliminating

traditional wholesalers and their margins. Founding members are StoraEnso, UPM Kymmene, Haindl, Contract Paper, …

New marketplaces offer value added services to the industry• PrintBid.com offers automated requests for quotes

• PaperExchange.com offers credit and logistics facilities

• Pulpandpaper.net has strategic alliances with publishers and news services worldwide to supply industry information

Traditional competitors are forming eAlliances• Hercules and its 13 partners (e.g. Eastman Chemical, Rohm and Haas, Solutia,

Occidental Chemical, Sunoco Chemicals, etc.) founded a global, internet-based B2B marketplace called Enerva. The main purpose of this website is the optimisation of relationships of joint ventures and the integration of supply chain processes


Competitive position assessment

Paper ChemicalsPaper Chemicals

Basic/StaticWebsiteBasic/StaticWebsite

InteractiveWebsiteInteractiveWebsite

TransactionalservicesTransactionalservices

MarketplacesMarketplaces

eAllianceeAlliance

Int.PaperInt.

PaperGeorgia-Pacific

Georgia-Pacific CibaCiba BASFBASF NalcoNalco HaysHays Nippon

KayakuNipponKayaku BU PAPBU PAP

Scope of the eCommerce project

within BU PAP

Scope of the eCommerce project

within BU PAP


The focus areas cover the realization of 4 eBusiness models

Targeted eBusiness ModelsTargeted eBusiness Models

• BU PAP static website, offering information services online to its target user groups

• BU PAP transactional web services, offering existing processes through the net (e.g. online order transactions, technical support)

• BU PAP process and channel creation, creating new interactive consultation, fully integrated customer channels (chat rooms, open forums, online tutorials)

• New business creation, through participation in existing chemicals and paper chemicals marketplaces vs. the creation of ePartnerships and Alliances

• BU PAP static website, offering information services online to its target user groups

• BU PAP transactional web services, offering existing processes through the net (e.g. online order transactions, technical support)

• BU PAP process and channel creation, creating new interactive consultation, fully integrated customer channels (chat rooms, open forums, online tutorials)

• New business creation, through participation in existing chemicals and paper chemicals marketplaces vs. the creation of ePartnerships and Alliances

Basic/StaticWebsite

Basic/StaticWebsite

TransactionalServices

TransactionalServices

InteractiveWebsite

InteractiveWebsite

eMarketplaces/eAlliances

eMarketplaces/eAlliances


32 services will form the basis for the initial website personalizing core target groups

All groupsAll groups

• Vision and mission statement BU PAP• Calendar for events and trade fairs• Company news from the press/paper news• Industry statistics• Glossary of eCommerce terms• Case studies• Technical specification sheets• Promotional materials• Who´s who• Safety policies• Environmental information

• Vision and mission statement BU PAP• Calendar for events and trade fairs• Company news from the press/paper news• Industry statistics• Glossary of eCommerce terms• Case studies• Technical specification sheets• Promotional materials• Who´s who• Safety policies• Environmental information

• Comment/feedback and FAQs• Online tutorials technical & general• Comment/feedback and FAQs• Online tutorials technical & general

R & DR & D

• Legal information & responsible care• Product information• Safety data sheets

• Legal information & responsible care• Product information• Safety data sheets

• Product alerts• Private rooms for discussion • Links to key contacts in the BU PAP

• Product alerts• Private rooms for discussion • Links to key contacts in the BU PAP

PurchasingPurchasing

• General financial performance Bayer AG• Product information• Terms and conditions

• General financial performance Bayer AG• Product information• Terms and conditions

• Product alerts• Order enquiries• Invoice tracking

• Product alerts• Order enquiries• Invoice tracking

• Online ordering • Offer requests for quotes • Order tracking • Shipment tracking

• Online ordering • Offer requests for quotes • Order tracking • Shipment tracking

ManufacturingManufacturing

• Legal information and responsible care• Product information• Terms and conditions

• Legal information and responsible care• Product information• Terms and conditions


Website channel system - Services

Secure Password

Main NavigationMain Navigation

Facts & FiguresFacts & Figures Products & Services

Products & Services

Orders & Support

Orders & Support

News & HighlightsNews &

HighlightsResearch &

DevelopmentResearch &

Development

Business Unit Paper Vision & Mission

Corporate Information

Environmental Protection & Safety

Locations & Contacts

Job Service

Product Information

Product Announcements

Case Studies

Product Applications

Technical Services

Logistics Services

Literature & Images

FAQs

Product Catalog

Request for Quote

Online Ordering Demo

Order Management Center

Registration

General Selling Terms

What’s new on the website

Paper News

Industry Statistics

News about Business Unit Paper

News about Bayer

Events & Trade Fairs

General Information

Objectives

Structure

Facilities

Open Forum

Forum

Technology

All about eBusiness

FAQs


Business Center

CreateInquiryCreateInquiry

CreateOrder

CreateOrder

ProductCatalogueProduct

Catalogue

personalized area unpersonalized area

Login / logoff Login / logoff

ProductCatalogueProduct

CatalogueMy

CatalogueMy

Catalogue

InquiryList

InquiryList

OfferList

OfferList

OrderList

OrderList

ContractList

ContractList

CustomerData

CustomerData

Terms &ConditionsTerms &

ConditionsAgencies &Sales reps.Agencies &Sales reps.

ServiceAnalysisServiceAnalysis

CreateInquiryCreateInquiry

AgenciesAgencies

log

inse

lect

tran

sact

ion

list

dis

pla

y

generate e-mail

Fill inform sheet

Fill inform sheet

R/3R/3R/3R/3

R/3R/3 R/3R/3 R/3R/3 R/3R/3

R/3R/3 R/3R/3

will be realized withstandard BAPI

Request for quoteOnline Ordering Center

eCeC

eCeC

eCeC

R/3R/3

Catalogue

Order entry

History

Tracking

CRM

eCeC

AccountsAccounts

eCeC

DocumentsDocuments

R/3R/3 eCeC

Shoppingbasket

Shoppingbasket

eCeC

area for registered customer area for non-registered customerSAP R/3 functionalityR/3R/3

eCeC eCommerce-application

RfQ

Articles already purchased from ourcustomers including price information etc.

Shop. basket

Direct OrderingDirect

Ordering

Shoppingbasket

Shoppingbasket

eCeC

eCeC


Transactional services

Online ordering

Online planning tools

Order Tracking and Tracing

Exception handling/ complaint management

Service level analysis

Contact management

Payment conditions/contract management

Requests for Quotes/offers

Product catalogue

Customer data

„Pre-Sales & After Sales

Service“

„Sales“

Low HighValue to the customer


IT infrastructure

Backendsystems

R/3ISVRW

RealtimeData Warehouse

(asynchronousdata exchange)

Domino and Application

Serverbrowser

Web-Server

User Frontend eC Application Middleware Backend

ATP / Pricing and order entry(synchronous data exchange)

•User Management•Personalisation•Transactions•Content Management (Imperia)

MarketplaceCustomer systemSupplier System


Design Principles

Topicality• A degree of topicality and user-

friendliness that is as high as possible

• Easy updating and maintenance of the site by integrating a very user-friendly editorial system

• Provide a modular expandable basis for future online projects

• Use the latest, trend-setting techniques

Service• Exploit the internet as a service and

advertising platform• Dynamic database solution for easily

locating product and service information• A transparent and intuitive navigation• Clearly highlight the interactive and

communication functions• Integrate eBusiness and eCommerce

solutions into the online marketing channel to simplify transactions and improve operational efficiency

Image/Distinctive Brand Positioning• Create a Bayer BU Paper Brandworld with consideration of

the Bayer Corporate Design• Image promotion of Bayer by development of a UCP (Unique

Content Proposition)


Website - structure, navigation, design

Main navigation

Main navigation

Roll overRoll over

Support navigationSupport

navigation Announcement and teaser

Announcement and teaser

Dynamic generation of content, based on

specifications of each target group

Dynamic generation of content, based on

specifications of each target group

Online ordering and transactional

services

Online ordering and transactional

services

• Personalisation

• Relevance

• Convenience

• Speed

CharacteristicsCharacteristics


myWebsite Principle

Personalised Channel Systems• Sales• Purchasing• Research• Production• Process Engineering

Content Configurator Principle

Characteristics

Personalised Web site

Personalised Web site

• The content configurator draws together content appropriate to identified target groups

• It increases the appearance of a specialised website tailored to a target group’s direct needs (Quick to define and adjust to keep relevance)

• Users can move swiftly from the tailored site to the general view for other occasional needs (Fast access to frequently used information; no loss of overall richness of site)

• Monitoring reports will identify who is interested in what on the site, without the users having to identify themselves or type in information


Overview project timelineGo live

20002000

ThinkThink

Determine the eStrategy for the BU PAP

• eBusiness opportunity assessment

• To-Be eCommerce portfolio and services

• High level business case (Focus: investments in hard, middle, software)

• Key enablers

Determine the eStrategy for the BU PAP

• eBusiness opportunity assessment

• To-Be eCommerce portfolio and services

• High level business case (Focus: investments in hard, middle, software)

• Key enablers

BuildBuild


• Information

• Communication




• Information

• Communication



Test/RunTest/Run

Implement and host


• Run and host

Implement and host


• Run and host

MarchMarch AprilApril MayMay JuneJune JulyJuly AugustAugust SeptemberSeptember OctoberOctober

Go Live of Transactional Services in April/May 2001


Next steps: Global roll out assuring identical Look & Feel worldwide


Corporate log in (dot.com) - Go regional


Our Screensaver for take-away: The art to make fine paper