Making The Net Work For B2 B

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Making The Net Work For B2 B

  1. 1. Making the net work for B2B A R I B A Team Aribaba 여완현 , 이중협 , 조병성
  2. 2. Contents I. Background II. Major Business Items & Services III. Core Competence IV. Major Competitors & Benchmarking V. Performance & Profile VI. SWOT Analysis VII. Strategic Position VIII. Competitor’s Posture IX. Revenue Model X. Building Value through Networks XI. Future Core Competence Contents
  3. 3. I. Background (1) 매 출 액 <ul><li>A leading provider of Internet-based B2B EC solutions </li></ul><ul><li>Ariba.com Network: </li></ul><ul><ul><li>A single global B2B EC network </li></ul></ul><ul><ul><li>Enable buyers and suppliers to automate business transactions on the Internet </li></ul></ul><ul><ul><li>Operating Resource Management System (ORMS application) enables organizations to automate the procurement cycle </li></ul></ul><ul><ul><li>Lowering the costs associated with operating resources and other materials </li></ul></ul><ul><li>Founded in September 1996, CA </li></ul><ul><li>Development stage (1996.8. ~ 1997.3) </li></ul><ul><ul><li>Conducting research and developing initial products </li></ul></ul>
  4. 4. I. Background (2) 매 출 액 <ul><li>Began selling products, services in the U.S., Europe, Canada, Australia and Asisa (1997.3) </li></ul><ul><li>386 Employees (1999.9) --> Over 1,100 Employees world wide (2000.4) </li></ul><ul><li>Acquisition: </li></ul><ul><ul><li>1999.11, Trading Dynamics, a leading provider of B2B Internet trading applications, $ 500M </li></ul></ul><ul><ul><li>1999.12, TRADEX Technologies, a leading provider of solutions for Net Markets, $ 2 B </li></ul></ul>
  5. 5. I. Background (3) 매 출 액 <ul><li>CEO: </li></ul><ul><ul><li>Krach, Keith J.(42), Chairman of the Board, Chief Executive Officer </li></ul></ul><ul><ul><li>A co-founder of ARIBA </li></ul></ul><ul><ul><li>From March 1996 to September 1996, an Entrepreneur in Residence at Benchmark Capital </li></ul></ul><ul><ul><li>From October 1988 to August 1995, Chief Operating Officer of Rasna Corporation, a mechanical computer-aided design automation software company </li></ul></ul><ul><ul><li>Held various positions with General Motors, including General Manager and Vice President of GMF Robotics </li></ul></ul>
  6. 6. I. Background (4) 매 출 액 1997 1998 1999 2000 1st quarter Revenue 760 8,363 45,372 92,500 Gross profit (180) 6,825 36,559 Net loss (4,679) (10,953) (29,300) (10,300) Net loss / share No. of shares (3.66) 1,279 11,524 35,032 (0.95) (0.84) (in $thousands) <ul><li>Financial Data: </li></ul>
  7. 7. II. Major Business Items & Services (1) <ul><li>Ariba Service Architecture: </li></ul>매 출 액 PRODUCT ORDER SUPPLIERS ARIBA NETWORK ARIBA SOLUTIONS Other ERP Accounting APPROVER END USER
  8. 8. 매 출 액 II. Major Business Items & Services (2) <ul><li>Ariba B2B Commerce Platform: offers a single system for managing all buying, selling and marketplace commerce processes </li></ul><ul><li>Ariba B2B Commerce Platform offers a single system for managing all buying, selling and marketplace commerce processes </li></ul><ul><li>Ariba B2B Commerce Applications include a core set of master components: B2B Procurement, B2B Marketplace, B2B Dynamic Trade and B2B Collaborative Commerce </li></ul><ul><li>Ariba B2B Commerce Services include a broad set of network-based solutions that enable customers to accelerate their deployment while increasing the breadth and scope of their solution </li></ul>
  9. 9. II. Major Business Items & Services (3) <ul><li>Application Business: Ariba B2B commerce applications, Ariba B2B commerce services </li></ul>Applications <ul><li>M aster components: B2B Procurement, B2B Marketplace, B2B Dynamic Trade and B2B Collaborative Commerce </li></ul><ul><li>Interchangeable components : Catalog & Content, Reporting & Analysis, Supplier Enablement and Messaging & Integration </li></ul>Services <ul><li>N etwork-based,open model(interoperability) </li></ul><ul><li>Transaction routing service, supplier & content service, sourcing & liquidation service, payment & financial service, logistics & fulfillment service, information & analysis service </li></ul>
  10. 10. II. Major Business Items & Services (4) <ul><li>Intermediary Business: Buyer Network / Supplier Network </li></ul>Buyer Network <ul><li>easy for buying organizations to conduct eCommerce with their supplier community </li></ul><ul><li>buyers can find new suppliers and source products, add or change their supplier eCommerce relationships, and automate the acquisition and management of operating resources from requisition to payment–easily and efficiently </li></ul>Supplier Network <ul><li>Allows suppliers to more efficiently do business with existing clients by reducing transaction costs and facilitating the exchange of content and transactions over the Internet </li></ul><ul><li>suppliers are able to leverage a single registration with the Ariba Network service to conduct business with any buying organization using the Ariba ORMS™ application worldwide </li></ul>
  11. 11. II. Major Business Items & Services (5) <ul><li>Ariba Solutions: ORMS, ORMX, IBX </li></ul><ul><li>Enables business buyers to get the goods and services </li></ul><ul><li>Provides content access, routing and approvals, and ERP integration </li></ul><ul><li>Version of the ORMS for use in an ASP environment </li></ul>ORMS ORMX IBX Industry Solutions <ul><li>Internet Business Exchange service </li></ul><ul><li>A hosted Internet service that enables corporations and Net market makers to quickly build electronic marketplaces </li></ul><ul><li>Ariba Consumer Product Solutions, Ariba Energy Solutions, etc. </li></ul>Ariba.com Network <ul><li>Delivers supplier directory services, seamless access to supplier content, transactions routing b/w buyers & suppliers, and value-added services </li></ul><ul><li>Electronic payment, logistics integration, and dynamic pricing </li></ul>
  12. 12. 매 출 액 III. Core Competence Customers 다양한 Reference site 선진업체와의 전략적 제휴 First Mover Advantage <ul><li>다수의 회원수 확보 </li></ul><ul><li>사이트 신뢰성 제고 </li></ul><ul><li>선진업체와의 전략적 제휴 </li></ul><ul><li>첨단 기술력 및 시장 확보 </li></ul><ul><li>높은 시장 인지도 </li></ul><ul><li>진입장벽 구축 </li></ul>기술력 기반 B2B EC 에 대한 핵심 기술력 및 솔루션 보유 ARIBA <ul><li>Core Competence: Technology-based, Reference sites, Strategic alliance, First mover advantage </li></ul>
  13. 13. 매 출 액 IV. Major Competitors & Benchmarking (1) <ul><li>전통적 ERP 기업 : i 2 Technology, SAP, Oracle, PeopleSoft, Baan </li></ul><ul><li>1. Web-enabled e-commerce applications 를 공격적으로 출시 중 </li></ul><ul><li>2. ERP 가 Communications 과 Commerce 를 주도 하고 , 인터넷과 그것의 Open Network 형식을 통한 새로운 기회 존재 </li></ul><ul><li>Web-based Commerce Enablers </li></ul><ul><li>1. Ariba, CommerceOne, Intelisys: 모든 산업카테고리를 포함하고 , Browser-based, XML-enabled, Purchasing automation software 를 개발 </li></ul><ul><li>2. AltraEnergy, Bidcom: 산업별로 특화된 Commerce Solutions 을 제공 </li></ul><ul><li>3. Harbinger, SterlingCommerce: EDI Network Solutions 을 개발해 옴 </li></ul><ul><li>4. SmartAge, BigStep: 중소기업을 위한 웹페이지와 Back-ends 를 개발 </li></ul>
  14. 14. 매 출 액 IV. Major Competitors & Benchmarking (2) <ul><li>Horizontal Marketplace: </li></ul><ul><li>1. VerticalNet (Aggregated communities model): 40 개의 Vertical Marketpalce 의 집합체로 , Vertical Community 나 Industry 에 따라 서비스를 분리해서 제공 </li></ul><ul><li>2. TradeOut.com (More integrated marketplace model): 광범위한 산업부문에 대해 서비스 제공 , 경매주선 , 제품카테고리에 따라 서비스를 분류 </li></ul><ul><li>3. Ariba.com Network, MarketSite.net, eCommerce Potal </li></ul><ul><li>Vertical Marketplace: Chemdex, e-STEEL, PlasticNet, PaperExchange </li></ul>
  15. 15. 매 출 액 IV. Major Competitors & Benchmarking (3) 1999 Revenue 45M 33M 571M Net Income (Loss) (29M) (63M) 23M EPS (0.42) (0.74) (0.14) PSR ( Price-selling Ratio) Market Capitalization 124.11 14.6B 8.65B 18.42B 98.68 29.31 <ul><li>주요 경쟁사와의 Performance 비교 </li></ul>Stock Price (Present/IPO) (52-week Range) 76 / 23 55 / 21 117 / 20 15-183 4-165 13-223 <ul><li>Net Income 에 있어 Ariba 와 CommerceOne 과는 달리 i2 는 이익을 얻음 </li></ul><ul><li>Stock Price 는 i2 에 비해서는 낮지만 , CommerceOne 보다는 높게 나타남 </li></ul><ul><li>시장가치 (M/C) 는 CommerceOne 보다는 높게 , i2 보다는 낮음 </li></ul>
  16. 16. V. Performance & Profile (1) <ul><li>급격한 신규 고객 증가와 솔루션 수요 발생으로 인한 매출 증가 </li></ul><ul><li>사업 확장에 따른 sales commission & amortization 증가로 인한 net loss 의 증가 </li></ul><ul><li>For the 3 months ended in 03/31/2000, revenues were $40M </li></ul>(in $millions) <ul><li>Financial Summary </li></ul>Income Statement Cost Sales EPS Balance Sheet Gross profit Net income Gross margin % Long-term debt Market cap. Total asset Last 12 mos. - 92.6 -0.96 - -157.4 89.8 - 13,263 - Sep 1999 7.4 45.4 -0.42 38.0 -29.3 83.7 0.8 6,566 170.0 Sep 1998 0.9 4 -0.48 7.5 -10.9 89.3 0.6 - 19.2
  17. 17. ARIBA Weakness Opportunity Strength Threat VI. SWOT Analysis - Global Network Service 에 대한 조금 늦은 출발 - 계속되는 적자 누적 - 급속성장에 따른 조율문제 - 경쟁 심화 ( 동종기업 ) - 새로운 경쟁기업 등장 (SI,IT 업체 등 ) - Marketplace 의 경쟁 - 다양한 업종 / 기업 문화 적용 - 장기적 수익구조의 한계 - 인터넷 시장의 성숙 - BIZ 패러다임의 변화 (B2B,ERP,SCM,CRM) - Marketplace 의 확장 - 다양한 수익모델 구조 - 선진업체와 전략적제휴로 서비스와 기능의 다양화 수직적 산업의 시장 창출자 - First mover advantage - 다양한 솔루션 및 기술력 보유 - 다양한 reference site - 선진회사와의 제휴
  18. 18. VII. Strategic Position <ul><li>인프라 구축 </li></ul><ul><li>Building Credibility </li></ul><ul><li>Transaction 관리 </li></ul><ul><li>정보의 분석 / 축적 </li></ul><ul><li>Building value through networks </li></ul><ul><li>Globalization </li></ul>2000 2001 Ariba.com marketplace evolutionary path 2002 Market efficiency & scale <ul><li>B2B Marketplace 를 선도하기 위한 단계적 전략 </li></ul><ul><li>Complementary commerce services </li></ul><ul><li>Strategic alliances with other marketplaces </li></ul>
  19. 19. VIII. Competitor’s Posture <ul><li>BC 카드 를 소유한 </li></ul><ul><li>국내외 고객 </li></ul><ul><li>BC 카드 가맹점 </li></ul>ARIBA CommerceOne Size of Market Degree of Market Inefficiency Size of Market Degree of Market Inefficiency Real Estate Financial Svc. Business Svc. Energy Telecom Svc. Healthcare Construction Transportation Small Biz. Electronics Industrial Equip. Food Chemicals Autos Metals Paper Products Apparel Life Science Real Estate Financial Svc. Business Svc. Energy Telecom Svc. Healthcare Construction Transportation Small Biz. Electronics Industrial Equip. Food Chemicals Autos Metals Paper Products Apparel Life Science Source : www.fatex.com Size of Market : 시장 규모 Degree of Market Inefficiency : Supply Chain 상의 불합리성 정도
  20. 20. 매 출 액 IX. Revenue Model <ul><li>Revenue Model: 기본적으로 5 개의 수익창출 비즈니스 모델 구현가능 </li></ul>Transaction Fees: Buying & Selling Contents Subscription Software Licensing sales transaction 수수료 ORMS Licensing fee Auction Commission Access fee Link service 광고 스페이스 제공 광고료 <ul><li>Software licensing </li></ul><ul><li>유지 / 지원 서비스 </li></ul><ul><li>컨설팅 / 교육 </li></ul>단기 <ul><li>Transaction fees ( 경매 , bid, exchange) </li></ul><ul><li>광고 수입 </li></ul>중기 <ul><li>Full service Marketplaces </li></ul><ul><li>(Value added services / Data analysis service) </li></ul>장기 A R I B A Advertising Fees Auction-Driven Commission
  21. 21. X. Building Value through Networks <ul><li>B2B Grand Finale : eMarketplace interconnetion </li></ul>www.novopoint.com : Ariba - Cargill 의 제휴 , Food & Beverage marketplace Seeds eMarketplace (1),( 7) Fertilizer eMarketplace (2) Financing eMarketplace (5) Insurance eMarketplace (4) Logistics eMarketplace (3) Buyers Food eMarketplace (6) Entry point (1) Select seeds for soybean crop (2) Identify potential fertilizer choices from fertilizer eMarketplace (3) Receive freight quotes from logistics eMarketplace (4) Provides quotes for potential insurance from insurance eMarketplace (5) Financial institutions bid to provide credit to cover the seeds, fertilizer, and shipping at financial eMarketplaces (6) Identify potential buyers of soybean crop and build pre-contract (7) Selections are made and the transaction is completed at the seeds eMarketplace
  22. 22. XI. Future Core Competence <ul><li>Critical Success Factors </li></ul>ARIBA Liquidity Credibility Reliability & Security Ease of Use Strategic Partners Domain Expertise <ul><li>Neutral Organizations </li></ul><ul><li>해당 산업군에서의 입지구축과 Visibility </li></ul><ul><li>24 시간 이용 가능한 Robust, scalable, open platform 을 제공 </li></ul><ul><li>신뢰할 수 있는 보안수준 보장 </li></ul><ul><li>Critical Mass & Credibility 를 위해 필수적 </li></ul><ul><li>Technology & Service Partnerships </li></ul><ul><li>해당 시장의 players, business process, & key inefficiencies 에 대한 핵심지식보유 </li></ul><ul><li>User Friendly Interface </li></ul><ul><li>Trading Community 필수조건 </li></ul>

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