Case Study Swisscom. By Sandra Schlick

Transcription

1 Case Study Swisscom By Sandra Schlick

2 Simplified Scheme Linking SDM through DSS with Systems ( Schlick) Feasibility SDM Usefulness CIS DSS KM MIS MMS Abbreviations CIS: Competitor Information System MIS: Management Information System MMS: Mathematical Modelling System KM Knowledge Management System DSS: Decision Support System SDM: Strategic Decision-Making

3 Explanation of Systems CIS: Gather, transform, and store competitor information MIS: Provide information for planning, organising, and controlling operations MMS: Use mathematical tools and models to process, analyse, and transform data into information for further treatment and comparison KM: Organise and provide internal information, develop new knowledge DSS: Collect, structure, and shape the output from the CIS, MIS, MMS, and KM. Set priorities, weigh alternatives, evaluate preconditions SDM: Copes with tasks from setting objectives up to the control of decisions

4 How does Swisscom use their information systems (CIS, MIS, MMS, KM, DSS)? CIS Contents: News alerts, dispatches from newsletters, newspapers CIS Solution: Competitor Radar Portal to observe competitors KM: is implicit (not explicit) or merely for both interviewees. MIS: entry portal into financial reports, provided by the controlling Link between MIS and data mining: generate reports, and updates MMS: data mining working with aggregated data DSS Contents: recommendations, key findings from ad hoc requests, higher priorities added to key projects DSS Solution : no software solution Processes: Just for product development, otherwise nothing systematic

5 Which information serves Swisscom for early warning? Monitor and act on Alerts from the market Feedbacks from Employees Stock price developments and rumours from the stock market Developments of the sector globally or in the European market Trends applicable for Switzerland in the future Example: bringing fibre to households at low cost disrupted technologies more important than new technologies Monitor and act on Trade register entries Learn about new firms Building licences Bidding for wireless frequences

6 How does Swisscom communicate information? Individual communication Personal information to clients communication of results Bigger assignments are presented, or distributed Strategy process with board of directors is mainly query-based about the future: competitors, markets Examples: New investments, settle a partnership, invest into a market Internal customers retrieve information by themselves from the Competitor Radar Portal Daily communication as newsletters No general process approach identified

7 How does Swisscom design and realise CI information flows? Most ad hoc Query-based, timed, non standardised information flows Example of standardised information processes product development Feedback concerning the CI work and the sources Feedback about quality of the sources good, or evaluate other sources Consulting client about feasibility agreement, what is investigated Client feedback about usefulness good, or look deeper

8 How does Swisscom link competitor information with SDM? General issues: Retrieve information through portals of information providers Specific requests or ad hoc requests: Specialist using various sources Strategy process: Present once an year most important 4 to 6 questions Content scenarios compiled with recommendations Changing strategic questions with a long-term time horizon Analytical toolbox Tools from Porter five forces model Analysis tools like SWOT The use of analytic tools is very broad War gaming only if the effort is justified Management model of St. Gallen