General Motors Corporation Web Site Strategy Steven Hanna Executive Director, Supply Chain...

General Motors Corporation Web Site

Strategy

Steven Hanna

Executive Director, Supply ChainInformation Systems & Services

General Motors Corporation


• Sells products in more than 200 countries • 200+ manufacturing facilities in 50+ countries• 15.1% global market share

– 8.5 Million units• 14,000 dealers• 5,000 parts in each vehicle• 180 million pounds of material received daily

– 12,000 sources—“just in time”• $90B of material and services purchased annually• 362,000 employees globally

State of GM Information Technology in 1996

• IT costs not competitive • Few operational metrics• Piecemeal infrastructure & systems• “Build” strategy for all systems• Little reuse • Lack of GM IT competency• Single outsourcer

• Fragmentation, multiple solutions for the same business process

• 7,000 legacy information systems• No common desktop environment• No common email system• 23 CAD/CAM systems• Significant network instability

State of GM Information Technology in 1996

The GM IS&S Team

Process Process InformationInformation

OfficersOfficersTechnologyTechnologyInformationInformation

OfficersOfficers

Business Unit Chief Information OfficersBusiness Unit Chief Information Officers

Sector Sector Pres.Pres.





AdministrativeAdministrativeManagementManagement

GM GM CIOCIOR. R.

SzygenSzygendada

CIOCIO CIOCIO CIOCIO CIOCIO CIOCIO

GM GM CEOCEO

R. R. WagoneWagone

rr

Sales &Sales &MarketingMarketing

ProductProductDevelopmentDevelopment

Manufacturing/Manufacturing/QualityQuality

HR/FinanceHR/Finance

SupplySupplyChainChain

GM Infrastructure Improvements

>2000 Non-essential computing servers 3,000 Legacy information systems 80% Fewer outages Lost manufacturing units Lost engineering productivity

120K Common, global desktops (GM Online) 1200% super computing capacity Capacity: 3X WAN, 20X MAN, 10X LAN/CAN Application availability improvements Web Hosting capability and availability

Subtract

Add

Self-financed from operating cost reduction

Creation of GM’s Business Web

The GM Business Web

The GM Business WebChallenges

• Common vs. unique solutions

• Speed of delivery• Consistency across

channels• Flexibility

Global B2C web Infrastructure Component based framework for delivery EAI integration services for data / legacy integration Standard technical infrastructure components

- Directory - Security - Personalization - Portal

ASP model for many applications

The GM Business WebApproach

Integration ServicesIntegration Services Inter-Application Inter-Application WorkflowWorkflow

Transaction Transaction IntegrityIntegrity

Adapters - Extract / Adapters - Extract / Transform / LoadTransform / Load

Publish / Publish / SubscribeSubscribe

The GM Business WebGlobal B2C Web Infrastructure

DataData ComponentsComponents

ConsumerConsumer

OnStarOnStar BrandBrandSitesSites

Shop / BuyShop / BuySitesSites OwnershipOwnership DealerDealer

SitesSites GMACGMAC

Legacy ApplicationsLegacy Applications

Action Servlet / JSPAction Servlet / JSP

A single web infrastructure supports all B2C websites and applications

The GM Business Web

CommonData

CommonData

Presentation(User Interface)

User Experience &

Business Rules

Core Services

Data

Original ApproachOriginal Approach Component Based FrameworkComponent Based Framework

OwnerCenter

Dealer Web Pages

Shop /Buy

Vehicle Locator

Dealer Locator

Country Data

SelectorVehicle Locator

Dealer Locator

Selector

Centrally Maintained

Country Maintained

Brand

Country /Region

Specific Site

Country /Region

Specific Site

Common User Experience & Business Rules

LegacySystems

LegacySystems

The GM Business WebComponent Based Framework

Extensions

API

Co

mp

on

en

ts

XML Descriptors

Components

XML Conversion

Data

Data

Data

Component Tier Database Tier

Ac

tio

n S

erv

let

Struts Config

JS

P

HTMLBrowser

Tag Libraries

Action Forward

Action Error

Action Form

Action Class

Action Mapping

JSP Templates

XSL

Content

Tag Libraries

Web Bean

Web Bean

Client Tier

Web Tier

3rd Party Integration

LegendFramework Infrastructure

Centrally Maintained

Country Maintained

The GM Business WebComponent Based Framework

Business ComponentsBusiness Components Technology ComponentsTechnology Components

Vehicle ConfiguratorVehicle SelectorLocator – Dealers, Vehicles

SecurityRegistrationContent ManagementMessagingPersonalization

Brand Sites Shop / Buy Sites

Owner Center Dealer Web Sites

The GM Business Web

Common ComponentsCommon Components

The GM Business WebShop/Buy

Customer can make deposits, request financing, process invoices, obtain delivery confirmation

70% of sales are conducted online • 90,000 sold since September, 2000 launch

11 days Order-to-Delivery Lead Times (versus 45 days average)

The GM Business WebOwner Center at My GM Link

The brands and The brands and business units’ look business units’ look & feel, carrying over & feel, carrying over

the existing the existing relationshiprelationship A user experience A user experience

that customers tell that customers tell us is easy to us is easy to

navigatenavigate


A Vehicle Home Page that Delivers …….

GM can cross-GM can cross-sell many sell many other GM other GM products and products and servicesservices


……. And Enables Aggregation

Customers can register as Customers can register as many vehicles as they own, many vehicles as they own, with easy access to each with easy access to each vehicle’s home pagevehicle’s home page

The GM Business WebDealer Web Publishing

The GM Business WebVehicle - OnStar

The GM Business WebBenefits

Shop & Buy Sites• Implemented in 40 countries• Accessible to 3.5 billion people• Highest visit rate among automotive manufacturer sites• 3.5M visits / month• 1,500 leads / day to dealers; 85% closure rate (U.S.)• 40% conquest rate

Brand Sites• 7M visits / month

Owner Center• 70,000 registered customers• Implemented for U.S. (all brands) and Mexico; built for

global deployment• 200K visits / month• Integrated with enterprise CRM

The GM Business WebBenefits Common vs. Unique Solutions

• Achieved cost effective balance using J2EE and EAI

Speed of Delivery• Deployed shop/buy capability:

6 weeks small markets8 weeks major markets40 countries in 2 years

• Delivered new capability:6 months Owner Center9 months Dealer Web Publishing

Consistency Across Channels• Shared components and infrastructure

Flexibility• Common deployment process• J2EE framework

General Motors Corporation Web Site Strategy Steven Hanna Executive Director, Supply Chain...

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