S E R V IC E -O R IE N T E D B U S IN E S S : M Y T H O R R E A L IT ...
S E R V IC E -O R IE N T E D B U S IN E S S : M Y T H O R R E A L IT ...
S E R V IC E -O R IE N T E D B U S IN E S S : M Y T H O R R E A L IT ...
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SERV<strong>IC</strong>E-OR<strong>IE</strong>NTED BUS<strong>IN</strong>ESS:<br />
MYTH OR REAL<strong>IT</strong>Y?<br />
Dr. Oliver Christ<br />
Director SAP Research (Schweiz)
http://www.youtube.com/watch?v=uQLXDa<br />
FPFsA&feature=related
FROM PRODUCT…
… TO SERV<strong>IC</strong>E
http://www.youtube.com/watch?v=hriAMxCinhg
iTunes<br />
Marketplace for Digital Content<br />
Content<br />
Consumer<br />
Content<br />
Channel<br />
Service<br />
Consumer<br />
Content<br />
Broker<br />
Service Service<br />
Consumer Provider<br />
Common role-specific Interoperable Platform<br />
Innovative Business Model<br />
Content Delivery Platform<br />
© SAP 2007 / Page 8<br />
Content<br />
Provider<br />
Content<br />
Creator
http://www.youtube.com/watch?v=8HhncO6w4Pc
© SAP 2007 / 10<br />
WHAT THE HECK<br />
IS SAP?
GLOBAL<br />
BUS<strong>IN</strong>ESS<br />
TRANSFORMATION<br />
© SAP 2007 / 12
Four Driving Forces<br />
Have Accelerated the Speed of Change…<br />
1. Deregulation<br />
Opening up of protected markets<br />
2. Globalization<br />
Entry of low-cost competition<br />
3. Technology<br />
Enabling work to be rapidly<br />
transferred<br />
4. Commoditization<br />
Increased market consumption,<br />
but challenged margins<br />
Every…<br />
Every…<br />
2 minutes US patent office receives<br />
an application<br />
4 minutes new consumer product<br />
launched<br />
16 minutes M&A transaction<br />
60 minutes $1 billion in global trade<br />
© SAP 2007 / 13
Consequence: Agility<br />
Flexible Business Processes of the Future<br />
HARD-WIRED<br />
VALUE CHA<strong>IN</strong><br />
SPECIALIZATION &<br />
CONSOLIDATION<br />
BUS<strong>IN</strong>ESS<br />
WEB<br />
© SAP 2007 / Page 14
© SAP 2007 / 15<br />
WHAT ABOUT<br />
THE<br />
CUSTOMER?
From Product to Solution to Consumer Experience<br />
Product<br />
Solution<br />
Consumer<br />
Experience<br />
Product variety<br />
Responsiveness<br />
Convenience<br />
Data centric Process centric User centric
Convergence<br />
Physical products and services<br />
From product … … to solutions<br />
Drilling machine Drilling holes<br />
Mobile<br />
Navigation<br />
Dynamite Broken rock<br />
Software-<br />
CD<br />
Software<br />
as a Service<br />
© SAP 2007 / Page 17<br />
© SAP 2007 / Page 17
Endress+Hauser<br />
Self Service Platform<br />
Endress+Hauser<br />
370,000 Downloads / Jahr<br />
Download Area<br />
Spare Finder<br />
Tool<br />
Common<br />
Equipment Record<br />
2,5 Mio.<br />
Equipment<br />
Records<br />
Field Care<br />
Installed Base<br />
Analyst<br />
Order Status<br />
W@M<br />
Endress+Hauser<br />
Homepage<br />
Applicator<br />
eCatalog<br />
eShop<br />
Customer<br />
Solution<br />
Spezification<br />
Configure and<br />
Buy<br />
Installation<br />
Running<br />
Maintanance<br />
Recycling
Boco<br />
Customer Value through Service Orientation<br />
boco<br />
Erfassen und<br />
Verpacken<br />
Fakturieren<br />
Schrankservice<br />
Prüfen und<br />
Reparieren<br />
Bringen und<br />
Holen<br />
Trocknen und<br />
Glätten<br />
Waschen und<br />
Pflegen<br />
Erfassen und<br />
Sortieren<br />
Kunde<br />
Berufskleidung<br />
bereitstellen<br />
Mitarbeiter<br />
einstellen<br />
Ausstattung<br />
Mitarbeiter<br />
Nutzung<br />
Grössentausch<br />
Trennung<br />
von<br />
Mitarbeiter<br />
ID
Amazon<br />
From Online Bookstore to Database-on-Demand<br />
Major company to sell goods over the Internet<br />
Started with books, diversified product lines largely (… and<br />
counting)<br />
Long tail business model<br />
Revenue in 2006: US$10.7 billion<br />
Partner Program<br />
Every partner can set links to Amazon products on own webpage<br />
and is rewarded for created revenues by visitors of the links<br />
Every partner can create own stores to offer own and Amazon<br />
products<br />
Over 900.000 registered partners world-wide<br />
Self-enforcing process: Links are ranked highly in search engines<br />
which makes Amazon more attractive<br />
Services<br />
Marketplace, Web Services, S3, EC2, Mechanical Turk, Flexible<br />
Payment Service, Unbox, MP3 Downloads … (and counting)
AMAZONs WEBServices<br />
http://www.youtube.com/watch?v=hkl24cYc09g
Software as a Service<br />
© SAP 2007 / 24
PRODUCT<br />
<strong>IN</strong>NOVATION<br />
Dedicated BPP for ME<br />
Enterprise SOA by design<br />
Model-driven architecture<br />
Adaptable configurations for<br />
process flexibility<br />
A New Category of Software<br />
SERV<strong>IC</strong>ES<br />
<strong>IN</strong>NOVATION<br />
GO-TO-MARKET<br />
<strong>IN</strong>NOVATION<br />
SAP managed SaaS solution<br />
New customer experience<br />
Built-in services and support<br />
A new business model<br />
Always up-to-date software<br />
Deployment flexibility<br />
Volume ready sales and<br />
channel processes
Pay As You Grow<br />
Next Generation of SaaS<br />
for Mission Critical and Adaptable Enterprise Solutions<br />
Isolation for reliability and protection<br />
Solid base for mission critical applications: One database<br />
instance per customer, one blade per customer<br />
Customer ownership of design and data<br />
Well-defined ownership boundaries along tenant,<br />
template and SAP<br />
Automation for efficiency provisioning<br />
Fully automated, massive parallel system mgmt for<br />
adaptable customer solutions<br />
Scalability for changing requirements<br />
Virtualization techniques, different blade types for<br />
different performance needs, seamless switchover
© SAP 2007 / 28<br />
FUTURE<br />
OUTLOOK
Predicting the future is not easy<br />
“The only thing different is the<br />
hair, as far I can see. I give them<br />
a year”<br />
Ray Bloch<br />
(Musical Director, “The Ed Sullivan Show”)
…is not easy…<br />
“Houses in 2001 would be able<br />
to fly, thanks to building<br />
materials made stronger than<br />
steel but lighter than<br />
aluminum. Whole communities<br />
may migrate south in the<br />
winter“<br />
Arthur C. Clarke<br />
(Vogue Magazine, 1966)
…and sometimes blocking<br />
“It doesn't matter what<br />
he does, he will never<br />
amount to anything”<br />
Albert Einstein's teacher<br />
(…to Albert’s father, 1895)
SAP Future Retail Center<br />
"Research for you to touch"<br />
Retail Innovation for SAP Clients and Partners<br />
Launch in August 2007 as "SAP Future Retail Center"<br />
► SAP research results from Retail, Trade & Logistics with focus on RFID & mobile applications<br />
► Partners: Close collaboration with exchange of ideas and experience, creating "Open Innovation"<br />
► Demos aligned with end-to-end processes, integrated with SAP ERP, Retail, Auto-ID Infrastructure<br />
Partners<br />
Today<br />
New<br />
Business<br />
Partners<br />
Academic<br />
Partners<br />
4 Prof. Elgar Fleisch<br />
4 Prof. Hubert Österle<br />
4 Prof. Thomas Rudolph
Clients und Partners see 15 Demos<br />
in 3 Scenarios<br />
Retail Strategy Demos<br />
Logistics Scenario (SAP ERP)<br />
Retail Scenario (SAP Retail)<br />
1)Price Strategy (SAP Khimetrics/SimCorp)<br />
1)RFID Labeling<br />
1)Fast-Track Shopper:<br />
4SAP Price Zone Optimization<br />
(Inspire, SAP Demand Innovation)*<br />
4RFID Labeling of trade units (PAGO)<br />
4Mobile Retail (CEC Canada)*<br />
2)Intelligent Picking<br />
4RFID Scanning (SAP Retail)<br />
2)Retail Location Evaluation<br />
4M<strong>IC</strong>A (CEC Karlsruhe / Fraunhofer)*<br />
4Mobile Payment (Siemens)*<br />
4Theseus (Inspire)*<br />
3)Pack and Ship & Good Receipt<br />
2)Weekend Shopper<br />
3)Smart Vending (SAP ERP, XI, BW)<br />
4Optimizing vending machines ops &<br />
replenishment (CEC Karlsruhe / B2M)*<br />
4RFID goods issue & goods receipt<br />
(SAP Retail, CEC Switzerland)*<br />
4RFID Shopping Cart<br />
(Siemens / SAP Retail)<br />
4)Anti-Counterfeiting<br />
4Intelligent RFID Scale (Mettler-Toledo)<br />
4)Bottle Deposit Returning (Adaxys)<br />
4Point-of-interest advertising (SAP Retail)*<br />
4PROVE (Inspire)*<br />
4Contactless Debit Card (SAP Retail)<br />
4Autom. Bottle recognition (Implenia)*<br />
* new Demo<br />
Ground Floor (117m 2 )<br />
Cellar I (89m 2 ) Cellar II (76m2)<br />
Storage<br />
RFID<br />
Storage<br />
Logistics<br />
Scenario<br />
Produce<br />
4 5<br />
2<br />
3<br />
Storage Storage<br />
RFID<br />
RFID<br />
Intelligent<br />
Forklift<br />
Storage<br />
Weighing<br />
Station<br />
Logistics<br />
Scenario<br />
RFID<br />
Weekend<br />
Shopper<br />
2<br />
RFID<br />
Printer<br />
Storage<br />
Goods<br />
Receipt<br />
Next:<br />
Warehouse<br />
Management<br />
4<br />
Storage<br />
Freight<br />
Elevator<br />
Freight<br />
Elevator<br />
Shelf<br />
Shelf<br />
Vending<br />
Machines<br />
3<br />
& Production<br />
Storage<br />
Retail<br />
Strategy<br />
Demos<br />
Fast-Track<br />
Shopper<br />
1<br />
Checkout<br />
Beauty<br />
products<br />
Shelf<br />
Shelf<br />
Pago<br />
Projection<br />
1<br />
2<br />
Conference<br />
Table<br />
Retail<br />
Scenario<br />
Storage<br />
1<br />
Label<br />
Printer<br />
TV
VISION: A TRULY WEBBASED ECONOMY<br />
Quelle: Prof. Henning Kagermann, 1. Nationaler <strong>IT</strong>-Gipfel, Potsdam, Dezember 2006
http://www.youtube.com/watch?v=9XUiLtvKqns
SERV<strong>IC</strong>E-OR<strong>IE</strong>NTED BUS<strong>IN</strong>ESS:<br />
MYTH OR REAL<strong>IT</strong>Y?<br />
Dr. Oliver Christ<br />
Director SAP Research (Schweiz)
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