The European e-Business Report The European e ... - empirica

The European E-Business Report 2005
2.4.3 Important topics and application areas
Important e-business topics: B2B internet platforms, CRM, and RFID
The key e-business issues analysed, as well as the case studies, should be understood as
representative examples of current ICT and e-business practices and of related opportunities and
challenges. The following topics have been selected for analysis due to their importance for the
pharmaceutical industry:
• The use of B2B internet trading platforms
• CRM systems and mobile solutions for the support of sales activities
• RFID-based solutions
This selection does not claim to provide a comprehensive overview. This would be difficult to realize,
as ICT and e-business are relevant for nearly all core business areas of the pharmaceutical industry.
Existing B2B internet trading platforms meet needs of pharmaceutical companies
B2B internet trading platforms are an issue that is particularly illustrative for developments in the field
of e-procurement and supply chain connectivity. The analysis, and particularly the case studies
discussed, show that the concept of B2B internet trading platforms is well suited to reflect the current
reality of B2B e-business in the pharmaceutical industry. Case studies illustrate the use of different
internet trading platforms that do not always have much in common with the original idea of e-markets.
Nevertheless, these platforms meet the needs of companies for their B2B e-business activities. This
shows that the needs of pharmaceutical companies differ in the field of B2B e-business.
Online directories, for example, do not provide a trading function and have therefore been considered
mainly as a side-product of e-marketplaces, if at all. However, as the example of Marmosa (see
Exhibit 2.4-3) has shown, there is demand for industry directories to help in the establishment of new
business contacts and to enhance the companies reach to customers. This holds particularly for
SMEs, which do not have a large distribution network or own subsidiaries in different regions.
Integration platforms, such as pharma-mall (see Exhibit 2.4-3), hardly fit into the original e-marketplace
model, as price transparency – often considered to be the main advantage of e-marketplaces – does
not play a role in this business model. However, both the associated pharmaceutical companies and
their customers obviously profit from this offer.
CRM systems: potential for streamlining processes – user acceptance required
The pharmaceutical industry often serves as a prime example of the usefulness of specific customerfacing
IT- and e-business solutions, as customer relationships are important and complex and as large
sales forces need to be managed. In fact, IT and internet-based solutions play a key role in supporting
marketing and sales processes in the pharmaceutical industry. CRM systems and mobile solutions
show quite some potential for streamlining company processes on the sell-side and for facilitating the
management and work of the pharmaceutical sales force. A key message of the analysis and case
studies, however, is that for this potential to materialise, it requires more than just a CRM system or
the equipment of the sales force with wireless devices. Their proper use and integration in company
processes are key success factors for exploiting the potential of these systems.
The implementation of state-of-the art technologies is less important in comparison. Acceptance of the
solution by users turned out to be a key success factor. Companies have many possible ways of
increasing user acceptance, including adequate and workflow-compatible design, and integration of
stakeholders in the decision-making process.
Forerunner in RFID/Auto-ID solutions – accepted standards necessary
The pharmaceutical industry often serves as a prime example of the usefulness of RFID (Radio
Frequency Identification) solutions today, particularly where tracking and tracing solutions along the
supply chain are concerned. However, RFID in the pharmaceutical industry is still at an early stage,
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