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General Motors Corporation Web Site
Strategy
Steven Hanna
Executive Director, Supply ChainInformation Systems & Services
General Motors Corporation
General Motors Corporation
• Sells products in more than 200 countries • 200+ manufacturing facilities in 50+ countries• 15.1% global market share
– 8.5 Million units• 14,000 dealers• 5,000 parts in each vehicle• 180 million pounds of material received daily
– 12,000 sources—“just in time”• $90B of material and services purchased annually• 362,000 employees globally
State of GM Information Technology in 1996
• IT costs not competitive • Few operational metrics• Piecemeal infrastructure & systems• “Build” strategy for all systems• Little reuse • Lack of GM IT competency• Single outsourcer
• Fragmentation, multiple solutions for the same business process
• 7,000 legacy information systems• No common desktop environment• No common email system• 23 CAD/CAM systems• Significant network instability
State of GM Information Technology in 1996
The GM IS&S Team
Process Process InformationInformation
OfficersOfficersTechnologyTechnologyInformationInformation
OfficersOfficers
Business Unit Chief Information OfficersBusiness Unit Chief Information Officers
Sector Sector Pres.Pres.
Sector Sector Pres.Pres.
Sector Sector Pres.Pres.
Sector Sector Pres.Pres.
Sector Sector Pres.Pres.
AdministrativeAdministrativeManagementManagement
GM GM CIOCIOR. R.
SzygenSzygendada
CIOCIO CIOCIO CIOCIO CIOCIO CIOCIO
GM GM CEOCEO
R. R. WagoneWagone
rr
Sales &Sales &MarketingMarketing
ProductProductDevelopmentDevelopment
Manufacturing/Manufacturing/QualityQuality
HR/FinanceHR/Finance
SupplySupplyChainChain
GM Infrastructure Improvements
>2000 Non-essential computing servers 3,000 Legacy information systems 80% Fewer outages Lost manufacturing units Lost engineering productivity
120K Common, global desktops (GM Online) 1200% super computing capacity Capacity: 3X WAN, 20X MAN, 10X LAN/CAN Application availability improvements Web Hosting capability and availability
Subtract
Add
Self-financed from operating cost reduction
The GM Business WebChallenges
• Common vs. unique solutions
• Speed of delivery• Consistency across
channels• Flexibility
Global B2C web Infrastructure Component based framework for delivery EAI integration services for data / legacy integration Standard technical infrastructure components
- Directory - Security - Personalization - Portal
ASP model for many applications
The GM Business WebApproach
Integration ServicesIntegration Services Inter-Application Inter-Application WorkflowWorkflow
Transaction Transaction IntegrityIntegrity
Adapters - Extract / Adapters - Extract / Transform / LoadTransform / Load
Publish / Publish / SubscribeSubscribe
The GM Business WebGlobal B2C Web Infrastructure
DataData ComponentsComponents
ConsumerConsumer
OnStarOnStar BrandBrandSitesSites
Shop / BuyShop / BuySitesSites OwnershipOwnership DealerDealer
SitesSites GMACGMAC
Legacy ApplicationsLegacy Applications
Action Servlet / JSPAction Servlet / JSP
A single web infrastructure supports all B2C websites and applications
The GM Business Web
CommonData
CommonData
Presentation(User Interface)
User Experience &
Business Rules
Core Services
Data
Original ApproachOriginal Approach Component Based FrameworkComponent Based Framework
OwnerCenter
Dealer Web Pages
Shop /Buy
Vehicle Locator
Dealer Locator
Country Data
SelectorVehicle Locator
Dealer Locator
Selector
Centrally Maintained
Country Maintained
Brand
Country /Region
Specific Site
Country /Region
Specific Site
Common User Experience & Business Rules
LegacySystems
LegacySystems
The GM Business WebComponent Based Framework
Extensions
API
Co
mp
on
en
ts
XML Descriptors
Components
XML Conversion
Data
Data
Data
Component Tier Database Tier
Ac
tio
n S
erv
let
Struts Config
JS
P
HTMLBrowser
Tag Libraries
Action Forward
Action Error
Action Form
Action Class
Action Mapping
JSP Templates
XSL
Content
Tag Libraries
Web Bean
Web Bean
Client Tier
Web Tier
3rd Party Integration
LegendFramework Infrastructure
Centrally Maintained
Country Maintained
The GM Business WebComponent Based Framework
Business ComponentsBusiness Components Technology ComponentsTechnology Components
Vehicle ConfiguratorVehicle SelectorLocator – Dealers, Vehicles
SecurityRegistrationContent ManagementMessagingPersonalization
Brand Sites Shop / Buy Sites
Owner Center Dealer Web Sites
The GM Business Web
Common ComponentsCommon Components
The GM Business WebShop/Buy
Customer can make deposits, request financing, process invoices, obtain delivery confirmation
70% of sales are conducted online • 90,000 sold since September, 2000 launch
11 days Order-to-Delivery Lead Times (versus 45 days average)
The brands and The brands and business units’ look business units’ look & feel, carrying over & feel, carrying over
the existing the existing relationshiprelationship A user experience A user experience
that customers tell that customers tell us is easy to us is easy to
navigatenavigate
The GM Business WebOwner Center at My GM Link
A Vehicle Home Page that Delivers …….
GM can cross-GM can cross-sell many sell many other GM other GM products and products and servicesservices
The GM Business WebOwner Center at My GM Link
……. And Enables Aggregation
Customers can register as Customers can register as many vehicles as they own, many vehicles as they own, with easy access to each with easy access to each vehicle’s home pagevehicle’s home page
The GM Business WebBenefits
Shop & Buy Sites• Implemented in 40 countries• Accessible to 3.5 billion people• Highest visit rate among automotive manufacturer sites• 3.5M visits / month• 1,500 leads / day to dealers; 85% closure rate (U.S.)• 40% conquest rate
Brand Sites• 7M visits / month
Owner Center• 70,000 registered customers• Implemented for U.S. (all brands) and Mexico; built for
global deployment• 200K visits / month• Integrated with enterprise CRM
The GM Business WebBenefits Common vs. Unique Solutions
• Achieved cost effective balance using J2EE and EAI
Speed of Delivery• Deployed shop/buy capability:
6 weeks small markets8 weeks major markets40 countries in 2 years
• Delivered new capability:6 months Owner Center9 months Dealer Web Publishing
Consistency Across Channels• Shared components and infrastructure
Flexibility• Common deployment process• J2EE framework