The European e-Business Report 2004 - Berlecon Research GmbH

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The European E-Business Report 2004for about one third of business-to-consumer e-commerce spending. 35 million Americans made onlinereservations in 2003, an increase of 17% since 2002, according to PhoCusWright. 21However, the situation is more complex when it comes to assessing the implications for firms. Thesame, contrasting consumer behaviour patterns outlined in Exhibit 1.4-1 for the retail industry, equallyapply for tourism. Moreover, players involved in the tourism value chain are tied to each other in rathercomplex arrangements. Thus, while it is safe to forecast that a substantial share of the actual bookingswill migrate to online travel services within the next few years, it is more difficult to forecast whichplayers will ultimately benefit. Although it need not be a zero-sum game, it is unlikely that it will onlysee winners.Electronic marketing and selling: key figures in 2003/04The e-Marketing and Sales Index of the E-Business Scoreboard 2004 22 compares sectors in their useof the Internet and other online networks for customer facing processes, including electronic marketingand e-commerce. Results are quite different from the other Indices. Tourism is a leader and forerunnerin the use of customer facing e-business applications. The sector is topped only by companies fromICT services which manage a large deal of their customer relationship electronically. Although retailscores higher than in the other business areas, it still comes below the all-sectors average, which isquite astonishing considering the e-commerce boom in specific retail markets (see introduction).Exhibit 1.4-2: Electronic marketing and sales Index 2003/04The Index consists of fourcomponent indicators:1. Enterprises maintaining awebsite with a contentmanagement system2. Use of CRM systems3. Enterprises selling at least 5%of their goods & servicesonline4. Enterprises with an onlinesales system that offerssecure transactions capabilityBusiness srv.HealthTextile1,50,0-1,5ChemicalsElectronicsIndex values are based on meanvalues and standard deviations.Zero equals the mean value for allsectors, a value of +1/-1 that thepercentage is higher/lower thanthe mean percentage of all sectorsby the extent of the standarddeviation. Thus, the Index is arelative measure, comparing thesectors to each other.ICT srvTourismRetailSource: e-Business W@tch (2004)TransportSource: e-Business W@tch (2004)A majority of firms from the 10 sectors studied had a website on the Internet, except for micro-enterprises(with up to 9 employees). About 80% of medium-sized and 90% of large companies are representedon the Internet. However, these statistics do not tell us much about the use which a companymakes of its website. Figures include on the one hand the most simple, basic websites which mayconsist of only one or two pages with company information, and, on the other, highly developed siteswith sophisticated interactive features, including high level e-commerce functionalities such as secureordering and online payment systems.2122PhoCusWright Consumer Travel Trends Survey, quoted in The Economist, May 15-21 2004 issue, p. 7 of thespecial report on e-commerce. Cf. http://store.phocuswright.com/phcotrtrsusi.htmlSee Methodological Annex, Special Notes, No. 227
The European E-Business Report 2004A good indicator as to whether websites consist of more than just a few pages and whether they areregularly updated is the use of Content Management Systems (CMS). Currently, about one in fourfirms that have a website say that they use a CMS. Among large firms, the share is about 40%.The use of CMS also indicates the strategic importance and the role of websites in various sectors. InICT services, business services and tourism, where the website is an important interface forcommunication with customers, the diffusion of CMS is relatively high. In contrast, CMS are used to alesser extent by firms from manufacturing sectors such as the textile and chemical industries, but alsotransport equipment manufacturing. In general, the use of content management systems hasincreased over the past 2-3 years (see also "main trends" at the end of this chapter). Theimplementation of CMS is in many cases linked to the relaunch of a website.Exhibit 1.4-3: Electronic marketing and sales in 2003/04Have awebsitee-Marketing… of those:Use a CMS*AcceptonlineordersOnline sellingOnlinesales >5%of total% of firms selling online:Use secureserverEnableonlinepaymentfirms empl. firms empl. firms empl. firms empl. firms empl. firms empl.By sector (EU-5)Textile, footwear, clothing 22 47 15 15 3 5 1 1 42 68 38 38Chemical industries 50 84 18 20 8 9 3 2 42 63 37 35Electronics 61 87 26 33 8 14 4 8 54 59 37 31Transport equipment 49 89 22 26 8 17 4 13 50 50 31 25Retail 26 52 35 33 8 17 3 9 40 52 20 32Craft & trade 25 32 15 18 3 3 1 1 34 30 31 17Tourism 63 76 29 34 33 37 22 24 45 49 43 44ICT services 69 88 34 43 15 24 11 11 61 69 65 54Business services 35 72 19 39 3 11 2 6 62 73 39 46Health & social services 21 41 15 28 2 7 1 3 49 87 42 81By firm size (EU-5)Micro (0-9 empl.) 33 27 9 5 47 39Small (10-49 empl.) 66 22 17 10 42 32Medium (50-249 empl.) 78 25 16 6 55 26Large (250+ empl.) 91 41 19 10 74 53Total (EU-5) 35 66 26 33 9 16 6 9 46 59 38 42By country (9 sectors)DE Germany 45 73 17 23 13 18 7 9 35 52 24 20ES Spain 30 54 42 45 9 15 4 9 62 59 67 47FR France 29 63 14 30 5 12 3 5 46 54 42 54IT Italy 34 51 39 37 10 11 7 7 49 54 28 36UK United Kingdom 43 72 16 39 10 19 6 11 43 69 45 61EE Estonia 49 67 34 44 7 12 4 7 29 59 56 42PL Poland 45 62 21 26 10 9 7 6 33 33 31 27*CMS = Content Management SystemBase (100%): all enterprises / enterprises selling online. EU-5 = DE, ES, FR, IT, UK. N=4516 for EU-5 total and ~500 per sector.Weighting: "firms" = % of firms; "empl." = enterprises comprising … % of employees (in the respective sector / country).Reporting period: March/November 2003.Source: e-Business W@tch (2004)28
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