Unterstützung von Business Analysten durch das automatische Einsammeln, Überwachen und Filtern wettbewerbsbezogener Informationen

EXOTIC: Competitive Intelligence at Deutsche Börse Group Dr. Wolfgang Finkler Deutsche Börse Systems Frankfurt a.M. EXOTIC_0102.ppt January 2002 Overview of the presentation TOPIC 1 Background information: Deutsche Börse and EXOTIC TOPIC 2 Competitive Intelligence as application of knowledge management TOPIC 3 Tools supporting Competitive Intelligence TOPIC 4 About inhouse utilization of EXOTIC TOPIC 5 Summary 2 Introduction: Our Competitive Intelligence Service is for Deutsche Börse and Deutsche Börse Systems Deutsche Börse Cash market Future Settlement Information Information E-markets markets products technology Xetra/ Clearstream floor trading Eurex; Int. Deutsche Clearing Börse CCP Systems 3 Six major business areas of Deutsche Börse Deutsche Börse Systems AG – The Deutsche Börse Group’s information technology company Major Tasks ! A Full-Service Provider for the development and support of exchange systems for cash and future markets ! Operates and maintains systems and its own worldwide network, e.g. Xetra Frankfurt, 432 members in 18 countries Xetra Wien, 66 members in 5 countries Xetra Dublin, 14 members in 2 countries Eurex, 440 members in 16 countries a/c/e, 86 members in 5 countries Xetra EEX, 26 members in 6 countries Eurex Bonds, 17 members in 4 countries Xontro, 283 members in 5 countries ! Provides Call Center and Service Center Customer Services 4 Major tasks of Deutsche Börse Systems Motivation for EXchange cOmpeTitive IntelligenCe While most enterprises gather competitive information, few formally analyze it and integrate the results into business strategy. Enterprises without formal competitive intelligence processes are in danger of falling behind CI-enabled competitors. "By year-end 2001, more than 60% of Fortune 1,000 companies will formalize and systematize competitive intelligence processes" (0.7 probability) GartnerAdvisory: 27.8.99 SCIP acted as an eye catcher by providing an excellent forum for education and networking in the field of Competitive Intelligence 5 True CI: a must ! Major goals, expected results, and challenges for EXOTIC Establishing a Competitive Intelligence service for Deutsche Börse optimizing our activities for competitor monitoring and technology scouting " Exchange-specific assessments of relevant market trends based on better organized information, thereby safe-keeping of investments in internal research # " Pro-active contribution to the detection of business opportunities " Exploitation of competitor vulnerabilities " Assessments of technological innovations " Improved early warning " Direct support for management decisions 6 Overview of the presentation TOPIC 1 Background information: Deutsche Börse and EXOTIC TOPIC 2 Competitive Intelligence as application of knowledge management TOPIC 3 Tools supporting Competitive Intelligence TOPIC 4 About inhouse utilization of EXOTIC TOPIC 5 Summary 7 Knowledge Management is far more than a software solution Knowledge management … knowledge cycle ! „is a discipline that promotes a collaborative and integrated use create approach to the creation, capture, organization, access and use of an enterprise‘s information assets. This includes explizit databases, documents, and most importantly, the access & tacit capture uncaptured, tacit expertise and experience of individual workers.“ organize [Gartner Group 1998] ! „ist das systematische Vorgehen zur Akquisition, Entwicklung, Verteilung, Nutzung, Bewertung und adding value Bewahrung wertschöpfungsrelevanten Wissens innerhalb organizational einer Organisation durch die Gestaltung adäquater technical mental Strukturen und Prozesse sowie den Einsatz geeigneter mentaler, technischer und organisatorischer Methoden und Instrumente.“ [H.-J. Bullinger et al. 1999] 8 EXOTIC supports the knowledge cycle for explicit as well as tacit knowledge from and to the employees at several levels Most prominent manifestations of stations within Methods and tools used in the knowledge cycle according to KM literature: EXOTIC to support elements of the three levels: ! Individual Level: $ facilities to exchange experiences and ideas $ Knowledge Map $ intelligent retrieval of documents and skills $ Search Engines $ personalized view, management of profiles $ Thesaurus, Taxonomy ! Team Level: $ Text Categorization $ team repository $ Document Managem. $ theme repository $ Intranet Solution $ learning space $ Forums ! Organizational Level: $ Roundtable of Experts $ best practices repository, project profiles $ communities of interest, discussion boards $ assignments, biographies Underlined elements: supported by EXOTIC 9 EXOTIC implements competitive intelligence as an application of knowledge management targeting at company-external knowledge EXOTIC taps new resources, EXOTIC presents a framework for the captures and analyzes optimized organization and sharing company-external data, of these sources (among our own) information, and knowledge inside the company Online Archives Patent databases Group Deutsche Börse Conference Reports internal knowledge sources Industry Analyses Notices of visits for competitor monitoring Company Brochures Internet sources and technology scouting News Services etc. EXOTIC will be used to support the knowledge cycle for original company-internal knowledge for corporate memory 10 EXOTIC is well-positioned within a generic six-stage process for Competitive and Technical Intelligence 2 Collect 3 Analyze data information Needs Source Source Materials Data targets methods,.. 4 EXOTIC Taxonomy 1 Plan Web-Crawler, Search Engine Disseminate Knowledge Map, Retrieval Resulting Activities Document Management Analyses Document Categorization knowledge Evaluate 6 Apply 5 CI CI feedback performance Performance Results Impacts Process steps supported in EXOTIC Tools and organization in EXOTIC 11 Generic activities for Competitive and Technical Intelligence (cf.