2008.06.14
｢３次元ﾒﾃﾞｨｱ構想｣第６号
発行者の独り言的解説､５
梅雨になりました｡
ｶﾞｿﾘﾝ､軽油等の燃料代がここまで高騰すると運送屋さんは大変です｡
遅れておりましが､前号に続き､｢The Way of Mining from E-Commerce｣の
続編を掲載します｡勝手に直訳すると｢ｲｰｺﾏｰｽから稼ぐ方法｣となる
ものでしょうか｡その趣旨は､発行者は一貫して主張している地球資源の枯渇
と再利用､これらｴｺﾛｼﾞｰの側面からの循環型･双方向型物流ｼｽﾃﾑの提
唱です｡未熟な英文からこの意図を汲み取って頂けたら幸いです｡
＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿
３．BUSINESS to CUSTOMER (B to C) by
PHYSICAL & INFORMATIVE DISTRIBUTION NETWORK (PIDN)
In the beginning, I want to quote again from an editorial article on
Defense Transportation Journal, August 2001 that is written by Dr.
Joseph G. Mattingly, Jr. who I respect. “ As though understanding
of the information and transportation aspects are crucial to the
successful management of the supply chain. Information provides
the knowledge for successful operation of the chain. But in the end,
we must deliver the
product or service to be successful. Sales and wars are won by being
able to get there with workable product. We get there with
transportation and without it we lose the game.” More continuously,
the home page of UPS e-Venture on the foundation of UPS e-Logistics
says “UPS e-Logistics is the first business to emerge from UPS
e-Venture incubator” In this sentence, We must notice that only our transportation industry can play a part of the incubator for the real
solution of e-commerce. The real purpose of e-commerce must be not
only to exchange the information and the knowledge as
second-dimensional matters that can substitute with paper and sheet,
but also to an exchange of workable products and real materials as
third-dimensional and physical entity for the increase in economic convenience. Therefore it is only the transportation industry that
will be able to create the real field and circumstance of e-commerce
over the world. We can do this our mission by ours supply chains
and network setting up all over C (= Customer or Consumer).
Now we are just constructing our supply chain of RS2P lines spreading
over the country and the world. Though it may be in under construction,
we will have to think out it’s multiple use, after this to make RS2P
lines multiply more and more at our command by our selves just like the Internet spread rapidly by our big brother.
The realization of “2 P in One” as the marketing strategy
By the way, according to general marketing theory, marketing management
is made up of four “P” factors: first, Product; second, Place; third,
Price; and last, Promotion. As regards e-commerce, these marketing
theaters are affected by information technology from end to end, and we transportation and logistics industries are in exclusive charge of the
theater of “Place” without saying. And the aim of this conspiracy
is to unite two P marketing factors of "Place" and "Promotion" into
one (2P in One). I think that our exclusive realization of " 2 P in One"
can play a part of the incubator, which word was expressed on UPS home
page, to produce the real field and circumstance of e-commerce over the
world. A tremendous market will emerge from the incubator on the earth.
We transportation and logistics industries will lead and push ahead
with the conspiracy for e-commerce by means of the collaboration
with the information industry. As the result of our collaboration,
we will provide our masterpieces for B (=Business), connect B
with C, and gain vast sums of revenue from e-commerce. In other
words, the communication on e-commerce should be defined as
containing physical communication, and the companies who realizes or
adopts the concept of "2 P in One", will becomes the winner of the
retail market of e-commerce.
Before I proceed to the main subject of our conspiracy for e-commerce,
I pay attention to the point as blow. I repeat that our
transportation industry, which controls "Place" as one of 4 marketing
factors, carries physical materials from B to C by means of the transportations that are trucks, trains, ships, airplanes and so forth.
As compared with this, the advertising industry, which are a kind of information and communication industry, are main actors of "Promotion"
in 4 marketing theaters. They have carried their messages of sales
promotion from B to C by means of the media that are newspapers,
magazines, televisions, radios and so forth. Moreover, today they
already gained the both way communication tool of from B to C and
from C to B by utilizing the Internet and the information technology.
I am most interesting in the similarity of both "P" industries
on marketing theory. In addition to such a similarity of the feature
between two industries, almost all clients who belong to B is farming
out to advertising industries to promote their sales activity just
like the Third-Party Logistics of our new movement. And in where is
already done the Media- Mix for the purpose to implement most effective
and economical promotion just like the Inter-Modal that is our trend
at present.
Approaching the media model
To put it simply, my first approach is that the transportation can
also function as the media to sales promotion in e-commerce, it means
not that increases the number of vehicles with billboard but that
produces quite a new media which can also move physical materials by
the ability to realize the concept of “2 P in One” And this quite a
new media is the very thing the network of RS2P lines as our Supply
Chain linked B to C directly.
In the next place, I would like to point out that we should draw out
our second income source that is different from freight charges, from
the network of RS2P. Because the network of RS2P itself can form a
isolated big market, and the RS2P network are attractive and strong
measures as the media for sales promotion that many clients or sell
companies who belong to B are willing to sponsor at their cost.
Especially it will bring much efficiency and benefit into clients
concerning e-commerce that the RS2P network can transact all
processes of the output and input regarding retail only with one port,
so to speak, the clients and sellers who belongs to B can entrust us
with their selling important processes at e-commerce that are a
market research, a presentation, a customer’s response,
a distribution, and a settlement.
Now, we must be asked about the fact that the mass media, such as
newspaper, magazine and broadcast, stand up with the advertisement
income for the sales promotion getting from the sponsor who belong
B as same as the subscription income from C. Also, we must stare at
the fact that many private broadcasting services are managing and
maintain their network which covers the audience of C, only by the advertisement charge income that is gotten from the sponsor of B.
Moreover, we also want to pay attention to the fact that the media
that consist of radio wave and print paper, utilize the time and the
paper of the rest, which is called “Space”, of their main program and article for the advertisement.
Physical & Informative Distribution Network (PIDN) at E-Commerce
Now, in front of us, the supply chain of RS2P which is unfinished and a developing system, is spreading throughout the market and field of C in
e-commerce. We can manage and provide not only the information for the physical distribution but also the information for the sales promotion
and merchandising in a body by utilizing our supply chain. Then, only
this is the realization of “2 P in One” idea in e-commerce
Please refer to the next chart.
The before table shows our supply chain in the market of e-commerce.
Physical & Informative Distribution Network (PIDN) is the united network
of Transportation and Information in accordance with the web site of the computers everywhere. We become to have this radial network just like
the Hub & Spoke formation, which combines customers and customers
(C to C) at e-market as the result of the accumulation, the
multiplication and the union of a RS2P linear starting from a chat
between two familiar persons.
First, it is the most significant matter that we transportation industry
could firstly have a continuous permanent communication line over the
e-market like a cable line, a telegraph line, and an oil line on the
other field. On these lines, our local and area station (terminal or
depot) will play an important part as the gate way to spread into the
e-market and go into the back of customers. In other wards, it is
possible to say that the production line of the factory connects directly
to the living room of the consumer and the customer through our own
network.
Next, we must confirm that the network, which is an aggregation of the
cell of RS2P lines setting up around the customer at e-market as Physical Informative Distribution Network (PIDN), is the possession of ourselves.
And both of bags as Unit Packing Devices (UPD) and their spaces, which
are moving about in PIDN, are also our possessions. We must owe the responsibility for maintenance and management of these movements that
are our own network.
At the same time, we also possess the information about the customer
at e-market. At first, this has figured as the form of the trucks
timetable of RS2P every customers to operation which do with being
regular and the fixed time, and we can make the multipurpose customer
list for e-commerce by adding the personal information of each customer
to this and processing information into date-base. This should become an optimizing implement for the company that tries to acquire the most
effective skill of Direct Marketing, which is the principle of
e-commerce.
Then, we have accomplished to integrate two kinds of information which
are the operational information such as the address, the delivery date
and time, and the pick-up date and time of every each customer according
to our truck timetable, and the individual information about each
customer such as the age, the family composition, the occupation,
the purchase record, and so forth, on condition that we make an
agreement with customer, into the date-base in our computer system.
Therefore we can manage and control the
physical distribution and the sales promotion at the market in a body according to our strategy “ 2P in one ”
The company in the Business side at e-commerce tries to keep relation
with the customer by contacting each our organizations and facilities
such as the depots, the stations, and the terminals among our supply
chains of PIDN, where all information about the customer and the
physical distribution in market are collected and synthesized.
PIDN provides the company in the Business with the system as the
best solution for e-commerce, which consists of all the information,
the routing lines, and the moving spaces, for payment.
We transportation industry will metamorphosis into the Multipurpose
Three Dimensional Media (M3DM) for e-commerce, and must make a
huge profit from there.
We have completed the preparation so that we can act a part of incubator
for the real solution of e-commerce, and so that we can present and
invite all clients and sellers who belong to the field of B, i.e.
the Business. Here, we shall remind the word of Dr. Joseph G. Mattingly
once again. He said“ Sales and wars are won by being able to get
there with workable product. We get there with transportation and
without it we lose the game.” The company, who is the player at the
game of e-commerce, must choose our compound network of workable product
and information as the best means of promoting sales, making a profit,
and winning this game.
In the e-market, they must depend on us, and entrust us to all
activities of sales promotion as well as physical distribution.
The predominance and the strategy of us in this game should bring us
a huge profit, which was exactly mined from tremendous treasure
trove in e-commerce.
４．THE ACTION PLAN of THE MEDIA MODEL
EMERGING from THE TRANSPORTATION’S INCUBATOR
Firstly, I would like to introduce a teaching of a pioneer in the
information industry as our collaborator. It was called Metcalfe’s
law in the field of information technology, and was proposed by
Robert Metcalfe who was known as a founder of 3Com Corp. Metcalfe’
s law about telegraphic communication; “if you connect any 'n'
machines, and you get 'n' squared potential value. Think of
phones without networks or cars without roads”.
In short, he shows us that the value of the network increases in
proportion to the number of the users till the certain time,
and increases by leaps and bounds from the certain time.
Metcalfe’s law fully applies to our network too. What is the certain
time? We must find out this answer through the development plan of our
network that we try to build in the market. Then, this process of
development will be able to be compared to the takeoff of the airplane.
Now, we have just expanded wings that are information system.
Run as The First Phase
(The Process of Multiplying The Cell as RS2P for C to C)
The heavy body airplane, which emerged from transportation’s incubator
to fly into the sky of the e-commerce, has the RS2P superpower engine
operated by the fuel of that is called the human spiritual inherent
needs consists of 4 factors, i.e., ”Two way”, “Home”, “Chat”, and
“Light”. This airplane begin to run, that is to say, we set about the
sales and the service of RS2P in our market by appealing to customer’s spiritual inherent needs as a transportation and communication line only
for the purpose of making two distant customers link to each other,
which is regularly, continuously, and repeatedly. This process may
be a hard work for us from the cost performance and the other various
aspects. But as a result of the work, by the gathering of a line
between 2 points, we can produce and gain the new network that go into customers and connect the customer to the customers directly.
This is equal to the relationship of telephone networks to telephone
sets or of roads to cars.
Take Off as The Second Phase
(The Process of Establishing & Developing PIDN for B to C)
What the certain time is point to the take off of our biggest airplane. Increasing the number of users of RS2P brings acceleration on our
airplane.
In this time, we must catch an ascending current with our expanding
wings. That is to say, the assembling and the integrating users of
RS2P takes the form of the radial network that is rooted in many
customers of e-markets.
This is just our productive asset as the organized market and the
customer community under the control of us.
Capturing this time, we implement the following plans concurrently
and step-by-step in order to metamorphose into the media with leg
and hand, in other words the three dimensional media for e-commerce
together with Infomediaries.
1. We open the mega-shopping site on the Internet to perform the
virtual trades as the union of some shopping molls on the Internet, or
by inviting the clients from the field of business.
2. We request all users and customers of RS2P to become the member
of our shopping site on the Internet, and provide us with their personal information, i.e., ages, sex, occupations, family composition, and so
forth, in exchange for the big reduction in the price of carriage a month.
3. We create a customer list based on their personal information.
Next we encode every customer, make a dater a base, and built the
physical and informative management system for e-commerce as our property
that is integrated and synthesized the customer list relating to sales promotion with the delivery and pick-up timetable each customer relating
to logistics.
4. We set about doing the work as the media standing between
Business and Customer. We should go into the action of multipurpose
business by utilizing our space as well as the math-media like
newspaper, magazine, radio, television, and the Internet, which is
taken by the advertisement in their space. Therefore, we use an isolated
sub-space of UPD as the space of the advertisement for sales promotion.
5. We make the communication brochure with the size to enter the
pocket of the bag (UPD). By this, we prompts for clicking and visiting
the virtual shop of the client of Business under the article contents
of the advertisement which combine the sale in the virtual space with
the acquirement of the goods in the real space. Moreover, it is also
used as the tool of the getting in touch between the customer and us.
6. We utilize the inner packing materials of UPD, which has been
used to be only to cover and protect the content articles of shipment
such as air packing, roll paper, cushion, and so forth, for the
advertising medium. We recruit the client from the side of
Business who provide the packing materials for Customer in
order to put out an advertisement.
7. We reduce the carriage a month more in order to accelerate to increase the number of users of RS2P and to popularized the service of
RS2P further more, according to the Metcalfe’s law that says, ”If you connect any 'n' machines, and you get 'n' squared potential value”.
We push ahead with our climbing plan for ‘n’ by the support of the 2nd income as the advertisement charges.
8. We build the network of RS2P with the fixed time and periodicity
in the country and over the world. As the result, we can evolve the
network of RS2P, which service is limited between two specific persons, to "Physical & Informative Distribution Network”(PIDN) as the
simultaneous communication tools of two way with the material and the information among all members on the network.
9. We spread out our bases, which are the depots as end-hub and
the local stations as middle- hub, from the key station as head-hub, in
order to realize and establish PIDS throughout the country and the
world. These facilities also have a feature as the gateway between
Business and Customer on e-marketplace.
10. We keep on expanding PIDN until the number of customer is equal
to the site on the Internet. So I suppose that we should adopt the
franchising system to operate, maintain, and manage this vast network.
As for this point, we should refer to the hamburger chain of MacDonald
and so forth.
11. In the future, we will make carriage free and make only the advertisement charges as media for e-commerce an income source. We
should follow the private broadcasting service and the success of
Yahoo at e-business that are making a profit only at the advertisement
charge
income from the client. At this stage, we can declare that the media
model (zero margin model) for our solution of e-commerce have been
completed by the network of our PIDN. It is that our customer can
communicate or chat by the material for free with each other through the network of PIDN that we provide.
"Physical & Informative Distribution Network” (PIDN) have the absolute predominant point as the media for e-commerce. The decisive point of
PIDN to discriminate against existing other media or network is to stand between Business and Customer (B and C), to undertake all of the
exchanges of products and information regarding to e-commerce, and to
maintain and control the continuous and regular trading relationship.
Then I shall look over the utility and value for use of PIDN from the
each viewpoint of B and C.
The Benefits of PIDN to Business
 Business can find a more complete Direct Marketing in the field
of e-commerce.
 By entrusting third party a package of sales, logistics,
and liquidation, Business can pursuit of the most effectiveness
and the most efficiency in their business.
 Business can achieve a substantial cost reduction with sales
expenses and physical distribution expenses.
 Without making an effort with the market research, Business can obtain the stable and continuous new customers and new market.
 By the segment of targets that are based on the personal
information of the customers, Business can put the most effective and economical sales promotion into practice.
 By the intensive marketing management that included
product development, production control, and price policy, Business
can plan the comprehensive and optimized marketing strategy based on
electric database in all process.
 By the intensive total supply chain management based on the
cycle from production within B to consumption within C, which included
from the procurement of raw materials to the re-cycle of products,
corporate responsibility for the environment can be performed.
 Business can carry out various tactics in sales promotion such
as the distribution of sample for free, the sale with privilege, and so
forth.
 By the customer’s response with ease and rapidity, Business can easily take the current information such the condition of the market and
the trend of the customer.
 The returning of goods or the collection of the disposal goods
can be made easily without the customer's efforts, and Business can make
their customer service improve.
 By the promotion of the application to the rental business,
Business can exploit new big market place.
The Benefits of PIDN to Customer
 The sending and the receipt of materials and products over the
entire network can be done with free of charge or very low cost.
 With sitting at personal computer at home, Customer can enjoy
the direct shopping on website among from any kind of selected
goods, according to the rich and correct information and their
each standard of judgment.
 By the reduction of the physical distribution cost and the sales
cost on the side of the seller, Customer can buy high quality goods
cheap among from a great deal of goods that is arranged for all
customers of e- market.
 By the provision of sample or actual goods, Customer can judge
the purchase of goods with seeing and touching actual goods directly.
 BY fixed period pick-up, Customer can always and freely send back goods by any reasons.
 By fixed period delivery, Customer can know the fixed obtaining
day and time of purchase goods in advance.
 Using rental service can be done more freely and more easily. Customer can rent necessary one only for necessary period temporarily,
not by purchase.
 By all operations are controlled by each data processing
customer’s code, Customer can be released from the troubles of making
out a bill and an address sheet.
 The troubles of packing can be eliminated because the exclusive
bag is used as package (UPD).
 With the lumping-together management system of the information
and the physical distribution by computer, Customer can surely have order goods in the shortest time.
 The forming of the community that consisted of all Customers
makes an exchange and barter among all Customers possible. Moreover,
it brings the establishment of the free market within Customers, which
never depend on Business, through auction market site on the Internet
that is opened to all Customers and members.
Robert Metcalfe explains, "Ethernet works in practice but not in theory."
His Ethernet in thirty years before, which he proposed in the field of telecommunication, have developed the present Internet. Next, it is the
turn that we practice.
By the lift that was discovered by Robert Metcalfe, our biggest airplane
that succeeded in the take off once continues a rise boundlessly for the
sky of e-commerce. Then, it finally reaches the altitude that it is
possible to survey the whole globe.
５．THE ULTIMATE GOAL, THIS IS THE GLOBE．
I understand that the movement of Supply Chain Management at present,
which is pursued for the mainly economical purpose by the unit of each corporation who belongs to Business, will certainly expands into the
globe scale. It is because that supply chain management is the most
effective solution to the environmental problems concerning the whole
globe.
I suppose that the optimization for transportation and physical
distribution system that is performed by Supply Chain Management
in the field of Business will be necessarily connected with the
optimization for natural resource and global environment on the earth
against technological progress. In the 21st century, the critical
situation on the earth such as global warning, environmental pollution,
and traffic congestion will compelled human beings to change their social system and values. Meanwhile human beings must enjoy convenience and
comfort by progress in civilization. Only the expansion through the global scale of PIDN (Physical & Informative Distribution Network), which is
a method to put the supply chain management into practice with the
combination of the transportation and the information, can solve
this contradiction. In other words, near future the appearance of
some mega providers who have the ability to do management and control
of process of reproduction on the earth from the viewpoints of global
environment and the effective use of resources will become necessary
and indispensable.
Then, it must be our transportation industry that has this qualification
of the provider by PIDN. This will become our ultimate goal.
In addition to this, we must recognize the fact that a lot of phenomena
in the natural world are circulating in a constant cycle. My idea of
RS2P(The Round Shipment between 2 Points) must be understood as a sell
of PIDN that is an enormous circulatory management system throughout
whole the earth.
We transportation industry grow up by giving entire support of respectable information industry and technology, and should become a real leader
in this century. The goal of our conspiracy is indeed this time when the transportation functions as the Multipurpose Three Dimensional Media
(M3DM) of "All in One" for the earth. Then it is request from the earth
in the 21st century that will need management
Lastly, I have a little thing to write down by all means from my career
that engage in the fieldwork of transportation for many years. If I can compare to the famous word on Abraham Lincoln, our work of transportation
can be said that communicate “of human being, by human being, for human being”. Because, basically transportation work can not be substituted
for machines, our worksite cannot help depending on the labor of human
that have sense and warmness on hand and leg essentially, and our
network is sustained by many human abilities different decisively from
the information network that eliminate human labor with automation.
I think it big chance for our transportation industry.
For the future, our transportation industry will have to absorb and
employ a lot of excellent talents regardless sex, race, and nationality
to maintain our huge network and to play a role for the globe and human
kind. Therefore, we must improve irregular and unstably labor condition
and make the stable and attractive workplace.
Epilogue
I would like to conclude my paper by quoting one another famous word of
the great successive President in your country, or the United States.
Tomas Jefferson said on The Declaration of Independence “ all Men are
created equal” This is the very reason that I have ever admired and
respected for your country. And it is possible to say that the Internet
that had originated in your country and spread over the world realized
this ideal. So, in this way, an employee in Japan like me can be talking
my idea to a most distinguished scholar in U.S.A. like you through the
site in the Internet with the same level, and just trying to get a
chance that should give equally with all men.
I am afraid of making you much trouble to understand my unskilled English sentence. In any case, I appreciate sincerely that you read this paper
until the last.
END
友達にﾒｰﾙで教える
ﾆｭｰｽ･情報源ﾗﾝｷﾝｸﾞﾄｯﾌﾟ
まぐまぐｱｰｶｲﾌﾞﾄｯﾌﾟ
お問い合わせ
(C)まぐまぐ
ﾒﾙﾏｶﾞﾄｯﾌﾟ(記事一覧)へ
前|
最新号
