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transitioning to ebusiness within hp

transitioning to ebusiness within hp. paul horstmeier commercial ebusiness mgr printing and imaging. the importance of ebusiness at hp. hp in 1998. $47 billion dollar company 123,000 employees 130 product lines 147 countries one of 10 most recognized global brands historical strengths

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transitioning to ebusiness within hp

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  1. transitioning to ebusiness within hp paul horstmeier commercial ebusiness mgr printing and imaging

  2. the importance of ebusiness at hp

  3. hp in 1998 • $47 billion dollar company • 123,000 employees • 130 product lines • 147 countries • one of 10 most recognized global brands • historical strengths • products • sales & support • channel partnerships • decentralized business model

  4. first generation internet trends customer relationship commerce support publishing web sites web portals site customization time

  5. Visits to www.hp.com Total pages Country sites Traffic growth Driver downloads Breakout of traffic by business 1,000,000 sessions/day 550,000 worldwide 47 20% year 180,000 per day hp.com statistics

  6. hp internal ebusiness challenges • hp web site • information glut • site fragmentation • minor standards • no common architecture • ecommerce • channel concerns • pilots “de jour” • product specific supply chain strategies • customer relationships • hundreds of databases • multiple technology platforms • inability to recognize common customers

  7. lesson # 1 manage your web site and content as a strategic asset • centralized, empowered governance • web content and strategies spanning across all customers • consistent, integrated, branded customer experience • issue and enforce edicts

  8. hp.com strategic framework customer experience focus customer interaction ebusiness activities information services technologies view localization look & feel navigation comm mgt vehicles emarketing eselling esupport epartnering content management customer data management interface applications and data infrastructure spending efficiency focus

  9. integrated hp.com web improvements common navigation common look and feel common help enhanced search gateway management New HP brand look-and-feel Business to business customization common login Consistency Phase 1 Q3 99 Phase 2 Q1 00 Phase 3 Q3 00 Globalization Brand refresh Common customer id

  10. hp.com migration Before Current

  11. hp.com…our future site

  12. Technical Information Customer Information Competitor Information “content” logical data model Technical Specifications Customer Profiles Competitor Company Information Competitor Product Information Product & Solution Classification Performance Benchmarking Cost of Ownership Segments Categories Industries Sales Tools Products & Solutions Product Presentation Sales Guide Sell- Against Manuals Solution Matrix Product Manuals Supplies Accessories Section Product Marketing Information Base Product Section Chunk Library Features & Benefits Customized Selling Points Technology Briefs Section Services Software Section Manuals Warranty Software Marketing Communication Drivers Driver Release Information Fulfillment Information Advertising & Branding Design Guidelines Reviewers Guide Regions & DCs Ordering Info Industry Awards Success Stories Price Availability Order Status Customer Support Information Legal Notices Marketing Programs FAQs & How-To’s Issues & Resolution Software Download Instructions Disclaimers, Agreements & Policy Statements Customer Programs Reseller Programs Promotions HP Confidential

  13. lesson # 2 prioritize, develop, optimize around customer segments • common segmentation • lead from customer-facing organizations • shift infrastructure from product to customer centric • common data standards, business rules, customer contact guidelines

  14. hp’s ebusiness segments consumer consumerCOHOsmallmediumeducationgovernmentUS enterpriseGlobal enterprise commercial enterprise

  15. lesson # 3 small, quick moving teams with new skill sets • dedicated • cross functional • virtual • empowered • speed over elegance

  16. lesson # 4 proactively manage channel conflict • holistic customer view • acknowledge, demonstrate business reality • identify where channel adds value, where you work together, where they have to evolve • inform your channel • offer customer choice

  17. reseller integration Business customer center

  18. reseller integration high touch sales set-up and training(pre-qualified channel partner) solution Sale(3rd party) product sale(hp)

  19. channel pr results • “HP has figured out how to walk the delicate balance between serving their SMB customers and maintain productive partnerships with resellers. I’ve always been impressed with HP’s understanding of the SMB market and ability to help us reach the right customers with our local consulting, implementation, and troubleshooting skills.” -- reseller quote • “One of the things HP has always been good at is keeping its dealers well informed and up to date. As long as they’re up front about what they’re doing and dealers understand what role they still have, I think it will work.” -- technology analyst quote

  20. lesson # 5 determine your core competencies • direct doesn’t mean “do it yourself” • when and why to outsource • speed versus differentiation • order management • call center • web development • fulfillment and delivery • marketing

  21. lesson # 6 allow ebusiness to influence most of your core processes • quicker feedback to all customer organizations • the best ebusiness ideas often have high ROI in indirect selling motions • supply chain • content mgt systems • database marketing • cost-to-serve models • marketing program effectiveness

  22. 1999-2000 US hp ecommerce results

  23. What’snext?

  24. the next e: e services • Proliferation of modular services and IT resources available on the Net • you don’t have to go to a website to trigger an e-service • describe to each other what they can do • ecosystem of eservices can be allied on the fly

  25. reinventing printing as you know it today. printer is peripheral - frozen in time - waste and obsolescence - same for all - producer pushed printer is service - timely, up-to-date - efficiency - customizable - consumer choice

  26. recent printing e-services partners • new printing e-services that simplify life • inventing new business models for printing and imaging customers • building the printing e-services ecosystem with HP as a partner Printer is Peripheral - Frozen in time - Waste and obsolescence - Same for all - Producer pushed

  27. billing stationsubscriptionservicesself-serviceprinting integrating products and eservices • print, fold, seal AND stamp in one easy step (hp and stamps.com) • business, financial, marketing, subscriptions bundled with printers (hp instant delivery) • automatic supplies reordering • automatic support notification (hp)

  28. our coalescing vision • a spirit of invention in all that we do • becoming the company that makes the Internet work for customers • providing the best total customer experience

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