Building an E- Commerce Strategy for the Office Equipment and Printer Marketplace. CAPt CAP VENTURES

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1 Building an E- Commerce Sraegy for he Office Equipmen and Priner Markeplace The Inerne is creaing a revoluion in he disribuion of office equipmen. New conceps and business models abound, and i seems cerain ha his upheaval will provide even greaer opporuniies - and hreas - han hose of he pas decade. Execuives need primary research and analysis ha is focused on heir core markes o make criical business decisions abou heir physical infrasrucure, mergers and acquisiions, channel mix, Web sie developmen, markeing programs, and produc offerings. CAP Venures presens an in-deph sudy of he impac, opporuniies and sraegies for e-commerce in he office equipmen indusry. CAP CAP VENTURES

2 Inroducion The Inerne is simulaing rapid and profound changes in how businesses inerac wih one anoher as boh cusomers and suppliers of office equipmen and services. CAP Venures research indicaes ha over 40% of cusomers plan o use he Inerne o idenify producs, selec suppliers and/or purchase heir nex copier, priner or fax machine. One poenial impac is he decoupling of he criical hardware and supplies annuiy sream. In fac, CAP Venures projecs ha over 50% of office equipmen supplies will be sold hrough Inerne channels by Wihin he office copier, priner, fax and MFP indusry, here are now Web-based aggregaors, aucions, marke makers, e-ailers, e-procuremen vendors, inelligen agens, virual disribuors, as well as radiional vendors, resellers and dealers using he Web. The ready availabiliy of capial for Inerne venures insures ha numerous variaions of hese models will emerge and seem viable in he shor erm. OEMs and disribuors now face more quesions abou heir core business han a any ime. Which models will las? Which companies will be he leaders? Wha is he impac on my exising disribuion infrasrucure? Wha are my company s asses? Where should we be invesing our produc developmen, disribuion and markeing resources? For he mos par, hese new business models will no change he underlying demand for his hardware; in many produc caegories, he poenial insalled base is mauring and demand will likely experience only moderae growh over he nex five years. This environmen acually magnifies he effec of changes wrough by new sales and disribuion models. The new Web-based business models also affec produc developmen, manufacuring, service & suppor, and life cycle sraegies. Vendors are examining how o design producs and enire business funcions ha leverage Web value chains where here will be lile or no direc ineracion wih a human. Examples of hese new sraegies include enabling cusomers o configure a produc on-line, increased sofware-based funcionaliy, Web-based service dispaching and racking, more cusomer service modules, and special e-markes for pre-owned equipmen. E-commerce does no replace manufacuring, disribuion, markeing, suppor, inegraion, billing and oher funcions of he office equipmen indusry value chain. I does impac who performs hese funcions and a wha margins. The Inerne will cause a re-alignmen of he value chain wih power, revenue and profis shifing hroughou he indusry. To succeed, vendors mus undersand he immediae and long-erm impac of he Inerne on heir business and arge markes. CAP Venures is conducing exensive research and analysis o provide vendors wih he informaion and insighs necessary o build an e-commerce sraegy for he office equipmen and compuer priner markeplace. Who Should Subscribe Manufacurers and OEMs of compuer priners, office copiers, fax machines, and muli-funcion devices for he personal and workgroup segmens Suppliers of oner, oner carridges, ink je carridges, and oher relaed consumables Disribuors, resellers and reailers of office equipmen and personal compuer producs CAP Venures, Inc. 600 Cordwainer Drive Norwell, MA Phone: Fax: Web:

3 Projec Objecives The overall objecive of his sudy is o provide you wih he informaion, analysis and recommendaions necessary o build your e-commerce sraegy and business. 1. Deermine he marke size and growh rae for key hard copy equipmen producs by major marke segmens ( ) Producs Personal/deskop priners Workgroup/nework priners Copiers (PC hrough segmen 4) Fax machines (personal, workgroup) Muli-funcion devices Used/refurbished equipmen Markes Corporae Medium Small Home-based users 2. Deermine he percenage of sales by key channel caegories. Discuss how hese shares are mos likely o shif during he forecas period Mega/Naional dealers VARs/Inegraors Independen office equipmen dealers (BTA) Office supersores Reail Direc/company-owned dealers Caalog/conrac Inerne/Web-based 3. Deermine how e-commerce is changing cusomer aiudes and purchasing behavior Decision makers Informaion sources Produc and supplier informaion Purchasing frequency Order size Delivery/fulfillmen Billing and paymen Global pricing and conracs Cusomer suppor Real-ime order racking Managemen informaion suppor Procuremen sysems Preferred sources 4. Deermine he criical enablers and inhibiors for e-commerce by produc and marke segmens Price Convenience Compeiion Shipping (physical size, delivery ime) Insallaion Needs analysis Availabiliy Brand 5. Analyze how he Web will affec he indusry value chain (funcions and providers) Brand awareness/consideraion Produc/markeing informaion Supplier/purchase source idenificaion Needs analysis Produc selecion/configuraion Quoaion/proposal Purchasing Manufacuring/assembly Invenory/warehouse Delivery/fulfillmen Insallaion Service Suppor Billing/invoicing/collecion Afer marke opporuniies Pre-owned/used equipmen (e.g. opions, upgrades, supplies) CAP Venures, Inc. 600 Cordwainer Drive Norwell, MA Phone: Fax: Web:

4 Projec Objecives (coninued) 6. Idenify and quanify he benefis of elecronic commerce hroughou he supply chain (manufacurers, disribuors, cusomers) Cos savings Revenue generaion Marke share gain or reenion Convenience Choice Speed Service Conrol/informaion 7. Idenify and profile he curren sae and evoluion of e-commerce business models for office equipmen and compuer priner disribuion (OEM o disribuor o end cusomer) by company ype and ype of sie Web-based shopping sies Web-based aucion and collecive-buying sies Proprieary sysems Oher 8. Idenify lessons learned from oher indusry segmens PCs and relaed peripherals Office equipmen supplies 9. Assess he capabiliies and plans of leading office equipmen resellers for conducing e-commerce Mega/Naional dealers Independen/regional office equipmen dealers (BTA) Value-added resellers (VARs)/Inegraors Direc/company-owned dealers Office supersores Reail Caalog/conrac Web-based 10. Deermine Web sraegies for exising dealers and resellers o mainain/improve compeiive posiion Markeing/informaion Produc line Pricing Service and suppor Back-office inegraion (availabiliy, Services (inegraion, cusomizaion, order processing, saus, shipping, ec.) ousourcing, ec.) 11. Deermine he criical success facors for e-commerce in he office equipmen and compuer priner business Produc line/specializaion Brand Pricing Bundling Delivery ime Availabiliy Channel mix Service and suppor Fulfillmen Adverising/markeing Parners 12. Idenify criical Web sie funcionaliy Promoions Order saus Availabiliy Pricing Technical Lead generaion Training (Web cass) Produc demonsraions Produc configuraor Personalizaion Ordering wih shipmen o dealer Ordering wih drop shipmen o end user (mid range and high-end producs) (lower end producs) Links o parners, channels, informaion sources, ec. CAP Venures, Inc. 600 Cordwainer Drive Norwell, MA Phone: Fax: Web:

5 Criical Quesions As par of he projec objecives, CAP Venures will address a range of specific quesions ha vendors need o answer as par of heir e-commerce sraegy developmen. Producs Wha equipmen is being sold via e-commerce oday? Which ypes or caegories of his equipmen is beer suied o Inerne disribuion channels? Wha produc design facors are necessary o leverage e-commerce? Wha oher producs are offered on he same sie? Are produc combinaions (e.g. supplies, PCs or compuer peripherals) imporan or even relevan o he cusomers? Wha is he impac on pricing? Wha is he imporance of brand? How will he Web affec he marke for used/pre-owned equipmen? Cusomers Who are he highes-probabiliy arge cusomers? Wha ypes of devices are cusomers mos likely o purchase via he Web? Why? Wha oher producs or services do cusomers purchase via he Web? Are here poenial linkages or do cusomers prefer o segregae hese equipmen purchases from oher purchases? Wha is he oal volume oday of Web-based office equipmen purchases? Wha share of cusomers oal priner and office equipmen purchases does his Inerne volume represen oday? Do cusomers expec his volume/share o grow? If so, why and how rapidly? If no, why no? Why have cusomers chosen o use he Web for hese equipmen purchases? Which vendor or vendors are cusomers using? Wha are heir selecion crieria? Wha are heir expecaions? Is he Web for hardware purchases meeing cusomers needs? Wha are he key requiremens and needs? Wha are he key aribues ha cause cusomers o prefer one Inerne sie over anoher? Wha problems have cusomers encounered? Wha advice would cusomers offer o Web-based vendors? To oher cusomers? Channels On which channels will e-commerce have he mos effec? When? Why? How? Where in he value chain will e-commerce have he mos impac (e.g. markeing, sales, fulfillmen, suppor)? To wha degree will he purchase of producs and afer marke supplies and services be decoupled? Wha is he impac of vendors offering produc hrough more channels? Through he vendors web sie? How mus exising channels evolve o say compeiive? To wha exen have new Inerne-only suppliers/disribuors enered he business? Curren suppliers face he burden of running parallel sysems when implemening Inerne-based soluions; how does his affec heir cos srucures vis-à-vis Inerne-only sar-ups? Wha sales volumes are being achieved oday? Wha share of oal office equipmen and priner business is done via he Web? Does he company mainain cusom sies for large accouns? How is he ordering process and fulfillmen managed? Wha role, if any, are aucion sies playing in he compuer peripherals business? Is his a compelling business model? Wha degree of success is i likely o achieve in he fuure? CAP Venures, Inc. 600 Cordwainer Drive Norwell, MA Phone: Fax: Web:

6 The Marke Research The sudy will address hese projec objecives and quesions by analyzing exensive qualiaive and quaniaive research wih a wide range of indusry players and cusomer segmens. Desk Research There is a large volume of aricles, repors and whie papers addressing e-commerce issues and rends. Alhough much of his maerial is oo general o make specific business decisions relaed o he office equipmen indusry, i is useful for idenifying key players, undersanding basic business models and drawing analogies regarding adopion raes, success facors and oher issues. For his reason, he research process will include scruiny of he relevan rade press and governmen repors and daa. CAP Venures also has a variey of daa and repors relaed o his area ha will be of more immediae and pracical value. E-Commerce & Supplies - Recenly compleed (March 2000) muli-clien sudy ha included over 600 inerviews wih corporae, mid-size and SOHO cusomers examining he impac of e-commerce on hard copy supplies markes (paper, oner carridges, ink carridges). Marke forecass for priners, copiers, fax and mulifuncion devices Profiles Of Exising Web-Based Office Equipmen Vendors A key elemen of he research will be idenifying and profiling approximaely 20 leading/innovaive companies ha are currenly using he Web o promoe, sell, suppor and drive heir business for priners and office equipmen. Mega/Naional dealers Independen/regional office equipmen dealers (BTA) Value-added resellers (VARs)/Inegraors Direc/company-owned dealers Office supersores Reail Caalog/conrac Web-based CAP Venures will conduc inerviews wih ineracive commerce and markeing execuives from OEMs and oher radiional vendors ha have also esablished Web-based offerings as well as newer players ha are specializing in Web-based offerings of hese ypes of hardware (and usually oher producs and services as well). Deailed descripions of how hese companies are using he Web will be provided based on visis o heir Web sies, secondary research, and elephone inerviews. CAP Venures will also conduc similar inerviews wih indusry leaders ha have a well-esablished e-business from he PC and office supplies indusry. The purpose of hese inerviews is o undersand he experiences and perspecives from oher poins of view ha can be applied in he office equipmen and priner indusry. 210 Telephone Inerviews Wih Corporae Users 10 in-deph inerviews wih corporae cusomers using he Web o purchase compuers, priners and oher office equipmen. These inerviews will provide insighs on he driving facors for uilizing he Web, he expeced and acual benefis, and he unme needs based on companies wih experience using e-commerce for purchases of his ype of hardware. CAP Venures will also explore issues including use of e-procuremen sysems, sourcing sraegies, approved and preferred suppliers, and new Web-based business conceps (e.g. pricing, cusomizaion, aucions). 200 srucured elephone inerviews wih large (500+ employees) and medium-sized (100 o 499 employees) corporae users ha purchase office oupu equipmen. These inerviews are essenial o undersand and quanify he overall marke, curren purchase models, adopion/usage raes, bolenecks and problems, and plans and percepions of alernaive buying models. CAP Venures, Inc. 600 Cordwainer Drive Norwell, MA Phone: Fax: Web:

7 500 Telephone Inerviews Wih Small Office/Home Office Users 500 srucured elephone inerviews wih small office/home office users focusing on heir Web-based purchases of priners and relaed equipmen. In prior research, CAP Venures has learned o furher segmen hese users ino ele-commuers, home-based businesses, mosly personal usage, and a mix of personal/work-a-home users. The large sample size will enable CAP Venures o deermine incidence raes for Web usage (e.g. produc informaion, supplier informaion, purchasing), idenify key Web sies visied, assess he imporance of brand, idenify reasons for/for no using he Web, and deermine he likelihood ha hey will change heir purchasing channels and/or paerns o include Web-based purchases in he fuure. Projec Deliverables CAP Venures will perform exensive analysis of he desk research, in-deph inerviews and srucured elephone surveys o develop a comprehensive undersanding of he opporuniies and issues of Inerne-based sales of office priners and oupu equipmen. Cliens will receive a combinaion of hard copy/elecronic repors, presenaion maerial, and acual survey abs. Execuive summary ha addresses key issues and presens findings and salien recommendaions Deailed wrien repor wih ex, chars, ables and graphs presening he deailed findings of he research (approximaely 200 pages) Presenaion-syle overheads o assis subscribers wih heir inernal communicaion of he objecives and findings A daa book conaining abulaions of he srucured elephone inerviews for furher analysis and segmenaion Schedule CAP Venures expecs o begin work on his projec in May. Based on he schedule below, he finished repor will be compleed and he maerials disribued o subscribers by he end of he hird quarer of Projec Fees Aciviy Week Begun / Compleed Desk research 1 / 6 Profile vendors and heir programs 2 / 6 In-deph inerviews wih large corporae cusomers 4 / 7 Srucured elephone inerviews wih large/medium corporae cusomers 7 / 10 Srucured elephone inerviews wih small office/home office users 7 / 10 Analysis 10 / 13 Repor preparaion 13 / 15 Repor delivery 16 The fee for cliens who sign up on or before May 19 is $11,995. For hose who sign up afer May 19, he fee is $13,995. A personal presenaion is available for an addiional fee of $2,500 plus ravel expenses. Addiional hard copies of he final repor are available o subscribers for $250. CAP Venures, Inc. 600 Cordwainer Drive Norwell, MA Phone: Fax: Web:

8 Terms and Condiions Liabiliy for Advice Alhough reasonable effors will be made by CAP Venures o ensure he compleeness and accuracy of he informaion conained in wrien and oral repors in connecion wih he proposed sudy, no liabiliy can be acceped by CAP Venures for he resuls of any acions aken by he Clien in connecion wih such informaion, opinions or advice. Copyrighs CAP Venures reains all Copyrighs. Reproducion of any maerial can be made only wih he wrien auhoriy of CAP Venures. Confidenialiy CAP Venures will use is bes effors o ensure ha any confidenial informaion obained abou he Clien and is business during he course of he proposed sudy is no, unless agreed oherwise in advance, disclosed o any hird pary wihou he prior wrien permission of he Clien. CAP Venures reains he righ o re-use any non-proprieary informaion as par of our on-going analysis of he office auomaion and prining and publishing indusry. Timely Delivery CAP Venures will ake all reasonable seps o ensure ha he ime scales called for by he proposed sudy are me in accordance wih he agreed schedule, bu no liabiliy can be acceped for he consequences of delays, howsoever caused. Terms One half of fee upon iniiaion and one half upon repor delivery. Auhorizaion Clien Address & Conac Conac Name Billing Address & Conac (if differen) Accouns Payable Conac Company Name Company Name Sree Address Sree Address Ciy, Sae, Zip Ciy, Sae, Zip Conac Phone Number: Company Main Phone Number Signaure Dae Tile address Fax Number CAP Venures, Inc. 600 Cordwainer Drive Norwell, MA Phone: Fax: Web: