Insurance industry opportunities in the e-world. Shirley Gregor & David Pitt Australian National University
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1 Insurance industry opportunities in the e-world Shirley Gregor & David Pitt Australian National University
2 Outline 1. The e-world 2. Framework for analysis of strategic e- commerce opportunities 3 environmental levels 3 strategy categories 3. Insurance e-commerce environment 4. Strategic business models? 5. Discussion 2
3 1. The e-world 3
4 Definition of e-commerce/e-business: A variety of market transactions that are enabled by information technology and represents the entire collection of actions that support commercial activities on a network (Zwass, 1999). 4
5 Includes: Business-to-business (B2B) Business-to-consumer (B2C) Business-to-government (B2G) Government-to-government (G2G) Citizen-to-government (C2G) 5
6 6 B2B type (37% of GDP) is bigger than B2C (24% of GDP) (NOIE, 2002) Support transactions still important EDI electronic data interchange before internet EDI was expensive because of cost of private networks (VANs value added network) EFT Electronic funds transfer large cost savings
7 Characteristics of the e- world? 7
8 What is different with the e- world? 1. Range and reach of organizational activities more of everything geographical span, quantity of information, business partners 2. Degree of interconnectedness linkages across agencies, enterprises, industries, nations 3. Speed of change WWW and e-commerce really only since
9 9 4. More ICT options, new communication media (eg mobile commerce) 5. Expectations (clients, employees, ) 6. Degree of virtualness many activities that were face-to-face can be online (eg auctions, customer service), not necessarily well understood how they translate. Result - Greater complexity, uncertainty, risk
10 2. Framework for strategic analysis Chicken, tortoise or hare (or combination) 10
11 In this environment need: Continual appraisal of surroundings & opportunities (macro, meso and micro levels) Envision range of strategies from push to pull (see chicken, tortoise, hare) 11
12 Analyse and scan environment at 3 levels: 1. Wider environment regulatory, social, ICT change, geography 2. Industry-group relationships, competitors, alliances, customers, ICT standards, software 3. Organizational management, resources, expertise, ICT capability 12
13 Strategies: (1) Chicken-and-axe Reactions to external forces Must do to stay in business eg GST compliance, privacy legislation, Aust govt central mandates This type more common than recognized 13
14 (2) Tortoise Steady, incremental advance Continuous improvement Cost savings, efficiencies Many examples of this type 14
15 (3) Hare Truly innovative, strategic-positioning e-commerce initiatives New business models, new products Not as many genuine successes How does it apply to insurance? 15
16 Strategy envisioning Matrix of strategies - allows for scenario and ideas generation. Consider how/if they apply to insurance? 16
17 ENVISIONING MATRIX Type/ Level Chicken & axe Tortoise Hare Wide environment Forced by legislation Extend systems with new ICT Leverage off legislation (bank) Industry Forced by industry partner (EDI) Save costs (outsourcing) Alliances (new products, business) Organization Old system dies Internal efficiencies, improve systems Build on core competencies, strengths 17
18 3. Insurance e-commerce environment Reference: NOIE (2001) 18
19 Wider environment Increasing use of Internet: 52% households online 64% adults purchase online (NOIE, 2002) Concerns about security and privacy Continuing technological change (eg mobile commerce) Customer expectations: eg 24 hr service 19
20 Regulatory changes: Tax CLERP 6/FRSB (2002) 20
21 Industry environment Convergence, mergers, acquisitions New, non-traditional entrants (eg telcos) Intense competition Low profitability Need for customer focus Fragmentation of representation 21
22 Some cooperative moves Compliance Reference System (2000) (APIR Systems, IFSA, ASIC, ACCC, NOIE) for standards & protocols Overseas competitors US companies more advanced 22
23 Organizational environment Needs individual analysis, but likely: Poor profit performance (less than 2% on average over last 10 years) Lagging financial services in use of e- commerce Good brand names 23
24 Substantial customer databases Virtual product (an information good) Complicated underwriting processes and products Older workforce Legacy systems Low frequency transactions 24
25 4. Strategic business models for insurance? 25
26 Generic strategies (e-business models) Online sales & promotion Digital exchanges Content offerings Infomediaries Affiliation. But more than this, see examples following. 26
27 Chicken-and axe strategies Macro-level: B2G requirements? Meso-level: Industry competition forces: Necessary to have web site for Sales & Promotion. In 1998, 86% of largest companies had web sites (Costello & Tuchen, 1998) Check site rankings with 27
28 Micro level: Necessary to link legacy systems to Web for payments, account management 28
29 Tortoise strategies Macro level Incremental use of new ICT Data mining for price elasticity and Customer Relationship Management Meso level Lower costs through supply chain management eg e-procurement. NOIE (2001) estimates 10% cost reduction. eg NRMA, CorProcure with AMP, ANZ 29
30 Micro level Lower transaction costs and costs of production. NOIE study suggests cost savings of 50-70% through e-commerce. 30
31 Hare strategies Macro level ICT infrastructure changes? Mobile computing? Broadband? Leveraging off legislation changes? 31
32 Meso level: Alliances, virtual integration, affiliation, relationships with agents, aggregators, portals, marketplaces (Telstra Sunrise project)) 32
33 Portals: NineMSN/InsuranceWatch ( Yahoo Australia ( Infomediary: iselect ( Affiliate model ClixGalore ( 33
34 Leveraging off industry developments eg SuperEC collaborative initiative New insurance specific technology eg Insfin Jukebox Technology 34
35 Micro level: Re-engineering processes eg AMP Planner Portal, CRM tool for sales staff (2001) New product lines eg insuring risks from new technology hacking,failures eg Marsh Pty Ltd - NetSecure New services financial, workers compensation handling 35
36 5. Discussion 36
37 References: AMP (2001). Demonstration of AMP s e-business Capabilities (URL: ATKearney (2003) Creating Breakthrough Value in Life Insurance. (URL: Costello, G., and Tuchen, J. (1998). A comparative study of business to consumer electronic commerce within the Australian insurance sector. Journal of Information Technology, 13,
38 Gregor, S. and Johnston, R.B. (2001). Theory of interorganizational systems: Industry structure and processes of change. In R. Sprague (Ed.), Proceedings of the Thirty-Fourth Annual Hawaii International Conference on System Sciences (HICSS-34), Los Alamitos, CA: IEEE Computer Society, p Gribble, J. and McGing, S., (2000). Insurance: Online or On the line? The Institute of Actuaries Australia. 38
39 NOIE (National Office for the Information Economy) (2002). The current state of play Australia s scorecard. April. (URL: NOIE (National Office for the Information Economy) (2001). National e-commerce scoping study Insurance@risk. April. (URL: Zwass, V. (1999). Foundations of Information Systems, Hershey, PA: Idea Group 39
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