1. ACCENTURE
THE ANDERSEN CONSULTING GRADUATE SEMINAR IN e-Business MBAM / MBAT 6600
INSTRUCTORS:
Dipankar Chakravarti
BUS 412, )
Ramiro Montealegre
BUS 443, )

2. STUDENTS' BACKGROUND - NAME - DEGREE & MAJOR - WORKING EXPERIENCE
WHY REGISTERED FOR THE COURSE
EXPECTATION ABOUT THE COURSE

3. KEY ISSUES IN e-BUSINESS
OBJECTIVES
1. PROVIDE ADVANCED LEVEL ANALYSIS OF
KEY ISSUES IN e-BUSINESS
2. ALLOW STUDENTS TO LOG TIME ON AN
e-BUSINESS SETTING TO ACQUIRE A
TANGIBLE SENSE OF THE TRANSFORMATION
THAT IS TAKING PLACE.

4. GRADING Class Participation 20%
(attendance and contribution to discussions)
Presentation on a class research topic %
Final Project %
________
TOTAL %

5. PROJECTS TimeWarner E-Billing Solution Qwest E-Procurement
SignalSoft Mobile Commerce
Level3 a. Portal Selection and Development
b. CRM Usability
Conceptual Proposal: /23 and 1/30
Checkpoint Presentations: 3/6
Final Presentations: May (week 1 and 2)

6. “Student-Centered” Teaching Approach
Team,
Companies,
Consultants,
& TAs
Cases,
Textbook
and guests
Research Topic,
Team Discussions
Group,
and
individualized
discussions
Collaborative
work
Student
Project reports,
presentations, final report
Final Project
Instructors
- Marketing
- IS

7. Team,
Companies,
Consultants,
& TAs
Cases,
Textbook
and guests
Student
Final Project
Instructors
- Marketing
- IS

8. TOPICS TO BE COVERED
- Framing e-Business market opportunities
- E-Business models
- The customer interface for e-Business
- Communications and branding issues in e-Business
- Legal and privacy issues in the Internet age
- Logistical support for e-Business
- Valuation of e-Businesses
- Implementation of e-Businesses
- Metrics for evaluating e-Businesses

9. HOW TO SUBSCRIBE TO THE DISCUSSION LIST FOR THIS CLASS
Address a message to:
Write the following statement in the body of the message (nothing else is required):
subscribe MBAT6600 YourFirstName YourLastName
Send the message; you will get confirmation

10. HOW TO DOWNLOAD CLASS MATERIALS AND ANNOUNCEMENTS
Use your browser to point to this address:

11. HOW TO SEND MESSAGES TO THE DISCUSSION LIST FOR THIS CLASS
address your message to:
The list provides an additional channel for communication on issues of interest to those in this class. The list can be used for announcements (e.g., of job opportunities, interesting things happening in the IS industry), discussion on class-related issues, detailed questions you forgot to ask in class or are too detailed for class, etc. Stay in touch via our list, as well as during class!

12. Percentage of the 2000 IT budget to be used for:
Salaries / benefits
New products / technologies
Implementing E-business
IT consulting services
Research & Development
Finishing Y2K conversions
Other
5% % % %
Source: InformationWeek, Jan 3, 2000

13. What is e-Business Technology-mediated exchanges between parties
(individuals, organizations, or both) as well as the
electronically based intra- or interoganizational
activities that facilitate such exchanges.
Rayport and Jaworski, 2000

14. How is e-Business Different from Traditional Commerce
- Core strategic decisions are technology-based
- A real-time competitive responsiveness
- The store is always open
- A technology-based customer interface
- The customer controls the interaction
- knowledge of customer behavior
- Network economics

15. What if YOU are in charge of a new e-Business initiative
- Which customer groups should I serve?
- How do I provide a compelling “value proposition”
- How do I communicate with customers?
- What is the content, “look-and-feel,” community,
and degree of personalization?
- How should I structure my organization?
- What are my potential partners?
- How will this business provide value to shareholders
- What metrics should I use to judge progress?

16. Where to Play: Online / Offline
McDonnald’s
Customer
Interface
Fulfillment
Systems
Yahoo!
Bn.com
Egghead
Amazon.com
Source: Rayport & Jaworski 2000

17. Framework for Market Opportunity
Seed Opportunity in Existing/New Value Systems
Uncover Opportunity Nucleus
Identify Target Segment(s)
Resource-Based Opportunity for Advantage
Assess Opportunity Attractiveness
Make “Go/No Go” Assessment
Source: Rayport & Jaworski, 2000

18. Generic “Value Types” Trapped Value - More efficient markets
- More efficient value
systems
- Ease of Access
- Disrupt pricing power
New-to-the World Value
- Customize offerings
- Extend reach and access
- Build community
- Collaboration of multiple
people across locations/time
- New functionality/experience

19. Segmentation Type Examples - Variables
Geographics Country, region, city
Demographics Age, gender, income
Firmographics # of employees,
company size
Behavioral loyalty, prior purchases
Occasion Routine occasion,
(Situational) special occasion
Psychographics Personality, lifestyle
Benefits Convenience, economy,
quality

20. TECH-WATCH: 2001 may mark the emergence
of the Chief Strategy Officer, or CSO.
The CSO's role is to ensure that an organization's e-business
solutions are competitive.
“An ideal CSO has a broad understanding of the marketplace
and understands both technology and business needs. It
could be someone who came up through the IT or marketing
ranks. Ideally, it takes a jack-of-all-trades and a master of all
of them to fill the job."
TechRepublic, January 10, 2001

21. Priceline.com Segmentation
Purpose
Flexible
Personal
Business
who
In advance Flexible Last Minute Other
Going
home
Student
Retirees
Vacation
Retirees
Family
with
child
Other
Low-mid
income/
frequent
flyer
Mid-high
Vacation
All
Other
Trips
Getaways
Business
Trips
Last Minute
Vacation
Vacation
Nonfamily Trips
Groups
Group Trips

22. Options for Evolving an E-Business
Extend
Launch a new business
or add a new model
Enhance
Add functionality or improve product
/service that is currently offered
Extend
Enhance
Expand
Expand
Add products/services in existing line
or enter a new market
Exit
Exit
Drop a product/service
or exit a business

23. The E-Business Value Framework
Envision
Shareholder
Values
Concept
Economics
Execute
Capabilities &
Community

24. Framing e-Business market opportunities
TODAY’S TOPIC
Framing e-Business market opportunities

25. Cases to be Analyzed - BET.com - Priceline Webhouse Club
- Service and Value in e-Commerce
- InSite Marketing Technology (A)
- Webvan: Groceries on the Internet
- Amazon.com: Exploiting the Value of
Digital Business Infrastructure
- Boston.com
- Staples.com

26. Homework Due TOMORROW by 5:00 p.m.
your TEAM criteria
Due next session
Subscribe to electronic list
Prepare: BET.com
Read: Chapters 1 & 2 + Articles