Intel Corp - An example of Business to Business ECommerce in Europe

Jeremy Ladds

Manager, Internet Marketing & E-Commerce, Direct Accounts Intel Corporation (UK) Ltd

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Agenda
E-Commerce

Drivers Intels Business to Business E-Commerce Program Lessons learned Summary

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Customers are Business Drivers

. . . the more effectively Intel matches production and delivery of its microprocessors to Dells demand, the more Dells efficiency improves . . . By optimizing the supply chain, we all win.

Dell Computer Corporation

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Source: CIO Magazine 8/15/98

Intel is a Global Company

1997 Revenue of $25.1B 44% from the Americas 27% Europe 19% APAC 10% Japan

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Development Strategies
Alternative

approaches to e-business

programs
Select isolated, supporting business
lower risk, lower reward

develop, learn & rollout to other businesses

Intels Choice

Target a mainstream business

higher risk, higher reward

develop, learn & rollout throughout company

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Intel E-Business Pilot

Private extranet for OEMs and distributors Personalized delivery of encrypted information Real-time order management 24x7 Worldwide Information & transaction

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Strategic Business Value

Broaden and deepen sales reach
Automate order management & info delivery Connect geographically dispersed customer base, especially those who dont have EDI Provide 24x7 order capabilities

Improve customer service

Automate tactical sales tasks Enable faster/better access to information

Make it easier to do business with Intel

Focus Resources on More Value-Add
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Methodology Whole Company Involved

IS Role Planning & Logistics Role Sales & Marketing Role

Management Buy In

Product Group Input

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Key Learnings

Connectivity and Internet performance

affected by many factors, must be all correct to work
Client desktop/browser and their local network performance ISP connection and the long-haul to international backbone The server environment and application design efficiency

measured by customer experience, avoid theoretical testing improvements may require industry/country-wide collaboration

Strong encryption
HTTPS very sensitive, particularly to packet loss, apps efficiency & client performance.

Business process re-engineering

using new technology a big job major efforts to make the way for business sales force

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Support
require significant training on browser and web itself
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Key Learnings
Content Connectivity Authorization Support Architecture

Plan for impact on future growth & Entitlement

Focus

on customer-centric design

Anticipate
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iterative design - firmly understand the end point

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E-Commerce Aims Shift with Time

Mission Statement 97/98
Be a world leader in marketing, selling, and supporting Intel products and the Intel brands on the web.

Mission Statement 98/99

Use the unique power of the Internet to create significant value for Intel, our Brands and our Customers.
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Know what to measure. but have faith!

What's my ROI on e-commerce? ARE YOU CRAZY? This is Columbus in the New World. What was his ROI?
Andrew Grove, Chairman & former CEO of Intel The Economist May, 1997
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