Best Practice: eBusiness in BT
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Keywords: eBusiness, intranet, networked economy
Introduction stage
Neil Mellor, Head of eGovernment Marketing, BT, Telephone House, 153 Princes Street, Ipswich, Suffolk IP1 1QB Tel: +44 1977 591552 E-mail: [email protected]
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Best Practice eBusiness in BT Neil Mellor Date received (in revised form): 18 August 1999
Abstract
Electronic business presents companies with the opportunity to capture and exploit tacit knowledge, dramatically reduce costs, improve and leverage customer relationships and improve revenue and shareholder value. It can transform not only the costs, but also the culture and therefore collaborative capacity and competitiveness of the business. BT’s experience presents a valuable case study for businesses and a pointer to the future for British enterprises seeking to survive and compete in the networked community.
Introducing eBusiness
Theres a revolution coming. This revolution doesnt involve an uprising or arms, but it does involve the uniting of the workforce and the dissemination of new ideas its a business revolution and it is centred around the Internet and the idea of electronic business (eBusiness) becoming a reality. The pace of technological change is having a rapid and fundamental impact on organisations and business procedures, to a far greater extent than anything that has come before it. Of course, by itself technology could not hope to spark this revolution in business. It is being supported by market drivers that are simultaneously changing peoples perceptions about what is important within and outside their organisations, forcing them to look at new and faster ways to gain and maintain their competitive edge. Business is subject to intense pressure and competition as companies seek to differentiate their products and reduce costs, while increasing revenues and profits in increasingly commoditised markets. To help companies meet these harsh new demands, critical success factors have emerged for organisations to adopt as they move away from traditional ways of doing business. Speed is one of them supply chains need to deliver faster, new products must get to market quicker, share prices react instantly and business processes need to be able to anticipate and react in the face of increasingly rapid change. This is where eBusiness enters the equation. eBusiness, as the term suggests, is all about conducting business electronically. At BT we define eBusiness as the ability to get your people, suppliers and customers working together, sharing information and transacting electronically, making your organisation much more effective. To make this definition a reality is no mean feat and does not happen overnight. Companies need to put definable metrics and parameters in place if they are to realise the true benefits that eBusiness can deliver, as well as realising that it is a staged process that must start with the basics and progress from there towards a true eBusiness model. Wherever you look in todays business landscape, in any sector and at every level, you w
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