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

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The European E-Business Report 2005 Spotlight on sectors: specific contexts for online marketing and sales The tourism industry is a prime adopter of e- commerce. The main users are hotels (online reservations) and airlines (e-ticketing). Some companies focus nearly entirely on the internet as their key sales channel (e.g. certain airlines). In the machinery and equipment industry, after-sales service is an increasingly important application area for e-business. Electronic service delivery offers opportunities for improving customer service, for instance for maintenance and repair of machines. The use of ICT for the support of sales and marketing activities is a key issue in the pharmaceutical industry. CRM systems and mobile solutions are increasingly used to support the sales force attending customers in the field (e.g. pharmacies, doctors). In the textile industry, online sales have not yet gained momentum. However, for a large share of businesses, the main customers are not consumers (buying finished products), but other businesses for which the former perform part of the production activity. Transactions among these players are still mainly carried out in a traditional way. Online sales are not a common practice in the automotive industry. Carmakers use their internet presence mainly for marketing purposes and are rather reluctant to replace the traditional exclusive dealer networks with other forms of car sales. For publishing companies 'online selling' often means granting access to their online newspapers or magazines. In many cases, publishers offer a part of their contents for free on their website, but charge users a fee for accessing other parts. Exhibit 1.4-2: e-Business Scoreboard 2005 – Sub-Index on Marketing & Sales 24 Industry-Benchmark based on employment-weighted data 1) (Indexed values: highest score = 100) 0 20 40 60 80 100 Country-Benchmark based on employment-weighted data 1) (Indexed values: highest score = 100) 0 20 40 60 80 100 IT services 100 UK 100 Publishing 73 DE 97 Pharma 72 ES 75 Tourism 63 FR 68 Automotive 57 IT 63 Machinery 53 CZ 51 Textile 37 PL 51 Food 35 Construction Aeronautics 14 21 Component indicators: D.1: Firms maintaining a website with a CMS D.2: Use of CRM systems D.3: Firms selling at least 5% of their goods online D.4: Use of specific ICT solutions for marketing/sales 1) Employment-weighted data express e-business adoption as "activity in firms comprising …% of employment in a sector / country", thus emphasizing the situation in larger firms. Source: e-Business W@tch (2005) 24 For information about the construction of the index, see Annex III (Methodology Report) 33
The European E-Business Report 2005 1.4.2 Supporting marketing and sales processes with ICT The e-commerce systems used for making online sales can have different sophistication levels and can be linked (or not) to invoicing, accounting or stock management systems. The development of making online sales, from simply receiving orders by e-mail toward integrating the system with the back-end IT system, can be described as a path of increasing sophistication. To gain better evidence on this issue, e-Business W@tch introduced a new question in the 2005 survey. Similarly as in the case of e-procurement, companies were asked whether they "support marketing or sales processes by specific ICT solutions." 25 About 10% of firms (accounting for 17% of employment) reported the use of specific software solutions or internet-based services for supporting marketing and sales activities (see Exhibit 1.4-2). In contrast to e-procurement (see previous chapter), this figure corresponds closely to the share of companies that make online sales (15% of firms), with the exception of micro-enterprises. Thus, while online purchases are frequently made from suppliers' websites without using specific ICT solutions, companies that sell their goods or services online typically have some underlying e- commerce system (such as an online shop system). Exceptions are possible, however; in the tourism industry, for example, many hotels (notably smaller ones) have outsourced the operation of an online reservation system to third party service providers (online travel and hotel reservation platforms). Thus, they make 'online sales' (which means they enable customers to make an online reservation) without having a respective ICT system for e-commerce. Exhibit 1.4-3: Companies using specific ICT solutions for marketing / sales (2005) By size-band 0 10 20 30 40 50 By sector 0 10 20 30 40 50 TOTAL Micro (1-9) Small (10-49) Medium (50-249) Large (250+) 8 11 17 20 28 Food & beverages Textile & clothing Publishing & printing Pharmaceutical Machinery & equipment Automotive 6 15 7 14 9 12 8 17 9 24 % of employment % of firms 27 26 Size-bands: In % of firms; EU-7, 10 sectors. Total: Weighted by employment; EU-7, 10 sectors. Aeronautics Construction 3 6 8 14 Tourism 12 19 IT services 23 40 Source: e-Business W@tch (e-Business Survey 2005) 25 Interviewees were given an additional explanation: "With ICT solutions we do not mean Word, Excel or plaintext e-mail, but rather specific software solutions or internet-based services." 34
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