Programma Presentatie Alcatel 19 mei 2000

1. Programma Presentatie Alcatel 19 mei 2000 Delft Institute for Information Technology in Service Engineering 1. Toelichting op DITSE: H. Bouwman 2. Web enabled call center: mw. J. Beumer 3. Multichannel Coordination: mw. T. van Diepen 4. Mobiel: - M-commerce business models: H. Bouwman - Content Providers UMTS - Service Providers UMTS 5. Quality of Service in wereldwijd IP-netwerk: J.P. van Best

2. Delft Institute for Information Technology in Service Engineering Prof. dr. H.G. Sol wetenschappelijk directeur

3. DITSEMission Statement • DITSE deals with issues in practice as well as generic research questions, thereby focusing on the following key topics: • Service Engineering in the Information Society • Personal Productivity and ICT-based Services • Business Innovation and Services DITSE provides theories, methodologies, and tools to support new services and enable change processes towards service-oriented organisations.

4. DITSE Research Programme

5. DITSE Research Programme:

6. Simulation of Amsterdam Airport Schiphol SIMLABSimulation & Visualisation • Trends in simulation research: • Alternation between logical models and spatial models, even coupled with emulated models. • Simulation algorithms are transformed into code for production environments, without much effort extra. • Coupling between simulation environment and all kind of real-life systems (e.g. databases, vehicles, information systems) • Simulation with more and more advanced animations nearly create virtual reality

7. COLLAB: Collaborative Engineering in detail • Extensive experience with the electronic boardroom (brainstorming, evaluating, decision making) • Combination between electronic boardroom and simulation facilities • Experience with collaborative modelling

8. Products & services: • DAISy (Development of Airport Information Systems). • TANGO (Business models financial sector: Toegepassing Addedvalue Network Grootzakelijke Ondernemingen). • DIRIGENT (Business models music sector: Digital Reengineering Internet Generated Network Technology). • PaCE (Ontwikkelomgeving voor ketensimulatie: Participative Chain Engineering). • ModZorg (Modellen in de zorg). • PePSi (Personeelsplanning Simulatie-omgeving).

9. DITSE partners: • Ministeries van VROM, Binnenlandse Zaken, Defensie en Landbouw, Natuurbeheer en Visserij. • Belastingdienst. • KPN Research. • ING Bank. • Nationale Nederlanden. • CMG. • Politie Amsterdam en Haaglanden. • Luchthaven Schiphol.

10. Web enabled call centers met application sharing Effecten op efficiency en effectiviteit Joyce Beumer

11. Outline presentatie • Waarom application sharing? • Wat is application sharing? • Ontwikkeling vanuit verschillende disciplines • Factoren die application sharing beïnvloeden • Testen • Hypothesen

12. Waarom application sharing? • Case: revalidatiecentrum voor visueel gehandicapten • lange reisafstanden • lange opnames • lange wachttijden om computer te leren bedienen • Vraag: hoe kunnen deze nadelen worden vermeden? • Observaties van klanten en hulpverleners • Conclusie: telefonisch contact en delen beeldscherm cruciaal • Oplossing: web enabled call center met application sharing.

13. Wat is application sharing? • De mogelijkheid voor twee of meer personen die op fysiek verbonden computers werken om gegevens van elkaar te zien en te kunnen manipuleren. • Collaborative browsing • Just In Time Support

14. Ontwikkeling vanuit verschillende disciplines • Telefoon en data netwerken • Klanten processen • agent interactie • helpdesk achtige activiteiten • kennismanagement • Back- en frontoffice software

15. omgevings factoren taak karakteristieken communicatie efficiency gebruik application sharing communicatie effectiviteit technologische karakteristieken gebruikers karakteristieken Introductie strategie

16. Onderzoek • Design • Systeemanalyse • KPN • Siebel Systems • Profuse • Alcatel…. ? • Experiment • Cases

17. Hypothesen • gebruik van application-sharing draagt bij aan de efficiency van de communicatie en effectiviteit van taakuitvoering • Nadere specificatie hypothesen naar • technologie • soort taak • soort gebruiker • omgeving • het introductieproces

18. Multi-channel coordination Tonja van Diepen

19. 24-hour economy individualization increasing customer demands • people • resources • technologies deregulation MARKET distribution channels internal organization technological development Multi-channel distribution as an organization problem Adapting the internal organization to a customer-oriented multi-channel strategy

20. What are the main issues? By no means a lack of alternatives to approach the market through electronic distribution channels. However: insufficient attention for the need for changes in the internal organization. Multi-channel distribution: more complicated than adding new channels and related processes. The addition of new (electronic) distribution channels has important implications for processes and organization structure in (financial) institutions. As a result, there is need for new forms of coordination to support the new customer-oriented multi-channel strategy.

21. Financial services sector dynamics • Traditional service model: • standard products • mass market • single-channel distribution Product-oriented strategy and organization • Need for new service model: • diversified products • individual customer • multi-channel distribution 24-hour economy increasing customer demands individualization …

22. Financial services sector dynamics Independent development of different channels Problems in provision of services: • inconsistencies in information about the • customer • inconsistencies in information supply to • the customer

23. Observations from practice: problems recognized • different (and sometimes even conflicting) information through • different distribution channels • no sharing of information between distribution channels • different access-, security-, and authorization method, different • phone numbers • each channel has its own marketing and IT policy, its own • sales and customer service organization, etc. • ...

24. Directions for improvement Need for changes in the internal organization New forms of coordination

25. Problem of coordination Four areas of attention: Coordination between the dimensions of products, distribution channels and customers Coordination between different distribution channels and related processes Coordination of entire process over front-office, (mid-office) and back-office Coordination within one distribution channel between different products

26. Translation to a new process architecture: main issues Lack of insight in processes and process organization Changes in front-office used to be leading; back-office process changes as a reaction (instant removing of bottlenecks) Strong product orientation needs to be removed from the presently available processes, there is need for new dimensions for distribution channels and customers Need for flexibility in process organization Need for quick insight in necessary adaptations to anticipate new changes Need for designing a new process architecture, based on different “considerations” (e.g. efficiency versus flexibility, generic versus specific organization of processes, …)

27. Traditional situation product A

28. Adding new distribution channels product A channel A channel B channel C

29. Efficiency objective product A channel A channel B channel C

30. Flexibility objective product A channel 1 channel 2 channel 3 customer segment 2 customer segment 3 customer segment 1 customer segment 2 customer segment 3 customer segment customer segment 1 customer segment 2 customer segment 3 channel 1 channel 2 channel 3

31. Overall purpose: building blocks Searching for generic and specific building blocks for designing a (flexible) process architecture to support a customer-oriented multi-channel strategy

32. Next steps Extend research in other sectors Develop concepts for process building blocks

33. Mobiel-drieluik M-commerce business models E-commerce modellen geëvalueerd voor GSM Content Providers Rol Content Providers bij UMTS Service Providers Toegevoegde waarde van Service Providers in UMTS waardeketen

34. E-commerce modellen geëvalueerd voor GSM

35. M-commerce business model • Internet E-commerce modellen • Brokerage modellen • Buy-sell fullfilment, search agents, buyer aggregator, virtual mall, metamediary, auction broker…. • Reclame modellen • Portals: general, personalized, specialized, Attention marketing, Free model, Bargain discounter

36. Infomediary modellen • Recommender, registratie • Merchant model • Catalog merchant, surf and turf, virtual merchant, bit vendor • Communitymodel • kennisnetwerk, virtual community • Abonnement • utility (pay per) model

37. Criteria voor M-commerce • Techniek GSM • informatie processing capaciteit en mogelijkheid van lokaliseren van gebruiker • GPRS, EDGE, HSCSD ontwikkel traject • WAP, géén IP-adressering • Economie • product (eenvoudig, homogeen, digital-non-digital): tijd en lokatie specifiek

38. proces • digitale producten: order, fulfillment, payment, after-sales • niet digitale producten: order, payment en aftersales • Gebruiker • typologie • traveler, researcher, relaxer, tourist, shopper, misc. • access tot persoonlijke informatie • dienst door gebruiker gedefinieeerd, incl. interface

39. Absoluut • informatie processing capaciteit • fulfillment en after-sales • informatieverschaffing • Relatief • lokatie specifiek • tijd specifiek • response tijd • dienst gebruiker gedefinieerd

40. Criteria versus modellen

41. Content Providers • en • UMTS

42. Content providers en technologie • Content providers • Traag en conservatief • Internet: disruptieve technologie voor CP’s • Slechtere performance • UMTS stenghtening technologie: content ook via andere kanalen

43. Belang informatie • Lagere transactie kosten, efficientere markten • Content kritieke rol in netwerk-economie • Vervagen van grensen, intensivering van relaties • Verschuift machtcentra: branding en loyality • Versnelling:korte plc’s • Nieuwe business modellen • Leidende rol gebruikers wensen in context

44. Rol van content in netwerk economie Rol van content in netwerk economie Promotie Browsen Informatie Evaluatie Transactie sale Transactie koop Levering Betaling After sales Consum- ptie Customer mgmt Customer roaming Aan bieder User Match Encounter Contract Evaluatie Test van relatie Kwaliteit van relatie Rol van content VB ‘en inter- actieve content Aantrek ken van klanten Banners Search engines Push media Product info Website info Product vgl. Simulators Interface voor transactie On-line credit appl. Electronisch bestellen Product beschikbaarheid Content Electr. Betaling On-line leveren informatie Informatie t.b.v. consumptie Web,E-mail customer support Web-tele fonie, call center Ineteractieve community Product evaluatie On-line consumer community E-mail updates

45. Waardeketen mobiele communicatie Content Source Hosting Provider Trans action provider Network Operator Service Provider User Content Provider Access Provider Content Organiser Knmi ANP AND Planet Internet KPN WOL Planet Internet UUnet KPN Libertel Telfort Talkline Debitel KPN Libertel Telfort Ben Dutchtone Banks TTP Libertel M-info Startwap

46. Content via UMTS Internet Transport UMTS Content Provider Internet access gateway network Provider Content Content Content Content UMTS terminals A B C D Issues: Control over content, QoS (telephony vs Internet) Distribution of content

47. Business modellen content • Subscription • used to pay for mobile communication • Airtime • Advertisment • critical mass, reach • small screens • personalising advertisement and content • Transaction, E-commerce models

48. Toegevoegde waarde van Service Providers in UMTS waardeketen

49. Waardeketen mobiele communicatie Content Source Hosting Provider Trans action provider Network Operator Service Provider User Content Provider Access Provider Content Organiser Knmi ANP AND Planet Internet KPN WOL Planet Internet UUnet KPN Libertel Telfort Talkline Debitel ISP’s etc KPN Libertel Telfort Ben Dutchtone Banks TTP Libertel M-info Startwap

50. Service providers • Fixed Service Providers • Indirect Access OperatorsCarrier select, carrier pre-select • Switchless resellers • Mobiel • MSP’s • Mobile Virtual Network Operator • WAP-content brokerage • Internet • ISP’s • Application SP’s