Organizing for the E-Future The E-Business Maturity Model 2.0 Gijsbert van der Sleen Executive Business Consultant Online Customer Management

Contents What is an E-Business Maturity Model? Why an E-Business Maturity Model 2.0? What is the E-Business Maturity Model 2.0? Which levels of Maturity are identified? Which organizational aspects does it cover? Draft E-Business Maturity Model 2.0 The E-Business 2.0 research

What is an E-Business Maturity Model?

Why an E-Business Maturity Model 2.0?

What is the E-Business Maturity Model 2.0?

Which levels of Maturity are identified?

Which organizational aspects does it cover?

Draft E-Business Maturity Model 2.0

The E-Business 2.0 research

What is an E-Business Maturity Model? The E-Business Maturity Model identifies: Where organizations are now Where they want to be And which factors need to be overcome to ensure that they get there

The E-Business Maturity Model identifies:

Where organizations are now

Where they want to be

And which factors need to be overcome to ensure that they get there

Why an E-Business Maturity Model 2.0? Most Internet related organization models and research on it is from just after the start of the internet hype (and the internet bubble)! The most recent model is from 2001! E-Business is never finished. New developments continually arise, this will cause the Maturity Model to be adopted. In short, the maturity level is dependent on the "state of the art" of E-Business at any time. Therefore both the Maturity Model as the organizational alignment will continue to change and need adaptation! And we can safely say that the world has changed considerably since 2001.

Most Internet related organization models and research on it is from just after the start of the internet hype (and the internet bubble)! The most recent model is from 2001!

E-Business is never finished. New developments continually arise, this will cause the Maturity Model to be adopted.

In short, the maturity level is dependent on the "state of the art" of E-Business at any time. Therefore both the Maturity Model as the organizational alignment will continue to change and need adaptation!

And we can safely say that the world has changed considerably since 2001.

Business drivers to evaluate E-Business position within the organisation Consistent branding/content in all channels and markets Market agility (demands on increased speed of product development) Effectiveness of marketing/communication campaigns and reduce costs Speed and reliability of customer support ICT integration issues (overcoming the legacy inheritance) Transparancy within the organisation and with customers Compliancy issues based in Sarbanes-Oxley If this is not enough, there is also Web 2.0!

Consistent branding/content in all channels and markets

Market agility (demands on increased speed of product development)

Effectiveness of marketing/communication campaigns and reduce costs

Speed and reliability of customer support

ICT integration issues (overcoming the legacy inheritance)

Transparancy within the organisation and with customers

Compliancy issues based in Sarbanes-Oxley

If this is not enough, there is also Web 2.0!

Why an E-Business Maturity Model 2.0? So, if the (internet) world is changing dramatically, how come the Maturity Models did not change? And what does this all mean for organizations? In order to assess this, we are developing the E-Business Maturity Model 2.0

So, if the (internet) world is changing dramatically, how come the Maturity Models did not change?

And what does this all mean for organizations?

In order to assess this, we are developing the E-Business Maturity Model 2.0

Which levels of maturity are identified? The E-Business Maturity Model is structured into five levels, based on the standard Capability Maturity Model terminology. 1. initial (E-Business chaotic) 2. repeatable (E-Business aware) 3. defined (E-Business enabled) 4. managed (Enterprise oriented) 5. optimized (Extended Enterprise) Continual improvement

The E-Business Maturity Model is structured into five levels, based on the standard Capability Maturity Model terminology.

Which organizational aspects does it cover? Any successful e-business implementation is dependent on 4 key areas of the organization: Management & Organization Vision & strategy Leadership & commitment Governance & Organizational alignment Processes & Procedures E-business process E-business integration Content management People & Culture Competencies Culture Communication IT & Infrastructure IT Strategy & vision IT Architecture & Infrastructure Business & IT alignment

Any successful e-business implementation is dependent on 4 key areas of the organization:

Management & Organization

Vision & strategy

Leadership & commitment

Governance & Organizational alignment

Processes & Procedures

E-business process

E-business integration

Content management

People & Culture

Competencies

Culture

Communication

IT & Infrastructure

IT Strategy & vision

IT Architecture & Infrastructure

Business & IT alignment

This E-Business Maturity Model 2.0

The E-Business 2.0 research - 1 Goals Establish and validate the E-Business Maturity Model 2.0 (EBMM) Give an overview of the current state of e-business development in multinational organizations Establish best practices with regards to organizational alignment

Goals

Establish and validate the E-Business Maturity Model 2.0 (EBMM)

Give an overview of the current state of e-business development in multinational organizations

Establish best practices with regards to organizational alignment

The E-Business 2.0 research - 2 Definition E-business is all customer interaction for marketing (attract), sales (convert) and service (grow) purposes using the online channel. Email, RSS, SMS, etc.

Definition

E-business is all customer interaction for marketing (attract), sales (convert) and service (grow) purposes using the online channel.

Email, RSS, SMS, etc.

The E-Business 2.0 research - 3 Approach Qualitative research (interview) 1,5 hour international organizations e-Business/marketing managers Commercial organization (not ICT).

Approach

Qualitative research (interview) 1,5 hour

international organizations

e-Business/marketing managers

Commercial organization (not ICT).

More info? http://the-efuture.blogspot.com

For more information: Gijsbert van der Sleen M +31 6 51367049 E: gijsbert.vandersleen@atosorigin.com B: http://the-efuture.blogspot.com