Post on 07-Feb-2016
description
transitioning to transitioning to ebusiness within hp ebusiness within hp
paul horstmeierpaul horstmeiercommercial ebusiness mgrcommercial ebusiness mgrprinting and imagingprinting 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– products– sales & support– channel partnerships– decentralized business
model
first generation internet trends
publishing
time
support
commerce
customerrelationship
web sites web portals site customization
56%30%
9%5%
PrintingPCsEnterpriseAgilent
hp.com statistics 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 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
centralized, empowered governance
web content and strategies spanning across all customers
consistent, integrated, branded customer experience
issue and enforce edicts
lesson # 1
manage your web site and content as a strategic asset
hp.com strategic framework
view localization look & feel navigation comm mgt vehicles
emarketing eselling esupport epartnering
content management customer data management
interface applications and data infrastructure
customerinteraction
ebusinessactivities
informationservices
technologies
customer experience focus
spending efficiency focus
integrated hp.com web improvements
Consistency
Globalization
Phase 1Q3 99
Phase 2Q1 00
Phase 3Q3 00
common navigationcommon look and feelcommon helpenhanced search
gateway management
New HP brand look-and-feel
Business to business customizationcommon login
Brand refresh
Common customer id
hp.com migration
Before Current
hp.com…our future site
“content” logical data model
Products & Solutions
Product & Solution Classification
Competitor Information
Marketing Programs
Product Marketing Information
Technical Information
Fulfillment Information
Manuals
Software
Customer Support Information
Marketing Communication
Legal Notices
Solution Matrix
BaseProduct
Supplies Accessories
Services Software
Manuals
Segments Categories
Competitor Company
Information
Regions & DCs
Price Availability Order StatusIndustryAwards
Features & Benefits
Technology Briefs
TechnicalSpecifications
Cost of Ownership
ProductManuals
SectionSectionSectionSection
DriverRelease
InformationDrivers
Issues & Resolution
SoftwareDownload
Instructions
Disclaimers, Agreements &Policy Statements
Chu
nk L
ibra
r y
CustomizedSellingPoints
ReviewersGuide
Promotions
Industries
FAQs & How-To’s
Advertising& Branding
DesignGuidelines
SuccessStories
ResellerPrograms
CustomerPrograms
Customer Information
PerformanceBenchmarking
Competitor Product
Information
Sales Tools
Product Presentation
SalesGuide
Sell-Against
Ordering Info
Customer Profiles
Warranty
HP Confidential
common segmentation
lead from customer-facing organizations
shift infrastructure from product to customer centric
common data standards, business rules, customer contact guidelines
lesson # 2
prioritize, develop, optimize around customer segments
hp’s ebusiness segments
enterprise
commercial
consumerconsumer
COHO
smallmedium
educationgovernment
US enterprise
Global enterprise
dedicated
cross functional
virtual
empowered
speed over elegance
lesson # 3
small, quick moving teams with new skill sets
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
lesson # 4
proactively manage channel conflict
reseller integrationBusiness customer center
reseller integration
solution Sale
(3rd party)
product sale(hp)
set-up and training
(pre-qualified channel partner)
high touch sales
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
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
lesson # 5
determine your core competencies
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
lesson # 6
allow ebusiness to influence most of your core processes
1999-2000 US hp ecommerce results
$0$5$10$15$20$25$30$35$40$45$50
Jun Ju
lAugSep Oc
tNovDecJanFebMarApr
millions enterprise
commercialconsumer
What’snext?
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
the next e: e
services
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
recent printing e-services partners
Printer is Peripheral - Frozen in time - Waste and obsolescence - Same for all - Producer pushed
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
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)
integrating products and
eservices
billing station
subscriptionservices
self-serviceprinting
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