by Uğur Dirim by Uğur Dirim Koç University, Fall-20 Koç University, Fall-200404

e-Teba e-Teba and and

Garanti e-CommerceGaranti e-Commerce

by Uğur Dirim by Uğur Dirim Koç University, Fall-20 Koç University, Fall-200404

TebaTeba

Teba is aTeba is ann İzmir rooted manufacturing İzmir rooted manufacturing company. Founded by Teoman Baygan to company. Founded by Teoman Baygan to manufacture air conditioner apparatus 36 manufacture air conditioner apparatus 36 years agoyears ago ( (1967) on a 20 m1967) on a 20 m22 pla plant.nt.

Today Teba has a manufacturing plant Today Teba has a manufacturing plant with 1500 workers and is one of the most with 1500 workers and is one of the most important manufacturers of heater-cooler important manufacturers of heater-cooler devices and home appliances. devices and home appliances.

by Uğur Dirim by Uğur Dirim Koç University, Fall-20 Koç University, Fall-200404

TebaTeba

EExportxports tos to more than 80 countries more than 80 countries and Turkey agent of many white and Turkey agent of many white goods brands goods brands

HHave sales and marketing companies ave sales and marketing companies more than 10 countries mainly in more than 10 countries mainly in Europe and USA Europe and USA

2003 2003 revenuerevenue target of the company target of the company is 200 million $.is 200 million $.

by Uğur Dirim by Uğur Dirim Koç University, Fall-20 Koç University, Fall-200404

e-Tebae-Teba

The e-commerce project The e-commerce project was was initiated with the pioneering of the initiated with the pioneering of the two sisters two sisters ((Selda Baygan and Ayda Selda Baygan and Ayda BayganBaygan) ) in 1998 is now the business in 1998 is now the business model of the company. model of the company.

The aim of the two sisters with the The aim of the two sisters with the project is to adopt the company to project is to adopt the company to the new millennium. the new millennium.

by Uğur Dirim by Uğur Dirim Koç University, Fall-20 Koç University, Fall-200404

e-Tebae-Teba

150,000 customers are reached via 150,000 customers are reached via the Internet. The web site attracts the Internet. The web site attracts 80,000 visitors and sells 1,200 80,000 visitors and sells 1,200 products in a month. Entire sales of products in a month. Entire sales of Teba are done on the Internet. Not Teba are done on the Internet. Not only only the the individual customers but individual customers but also also the the dealers of Teba do their dealers of Teba do their sales on the Internet. sales on the Internet.

by Uğur Dirim by Uğur Dirim Koç University, Fall-20 Koç University, Fall-200404

Virtual KitchenVirtual Kitchen

Users with this software can design Users with this software can design their kitchen on the web site and ask their kitchen on the web site and ask for the price. They can design for the price. They can design everything including the color, the everything including the color, the material to be used, size and model. material to be used, size and model.

1,250 people have bought their 1,250 people have bought their kitchens, which they designed by kitchens, which they designed by themselves, so far. themselves, so far.

by Uğur Dirim by Uğur Dirim Koç University, Fall-20 Koç University, Fall-200404

Kitchen TypesKitchen Types

by Uğur Dirim by Uğur Dirim Koç University, Fall-20 Koç University, Fall-200404

Sizes of KitchensSizes of Kitchens

by Uğur Dirim by Uğur Dirim Koç University, Fall-20 Koç University, Fall-200404

Full Customization of Full Customization of KitchensKitchens

by Uğur Dirim by Uğur Dirim Koç University, Fall-20 Koç University, Fall-200404

e-Teba storese-Teba stores

““We saw that the Internet usage is low in We saw that the Internet usage is low in Turkey and there is a lack of information Turkey and there is a lack of information about the products. The Turkish consumers about the products. The Turkish consumers still want to touch the products. But we on still want to touch the products. But we on the other side want to make e-commerce. the other side want to make e-commerce. Therefore, we opened stores in shopping Therefore, we opened stores in shopping malls under the name of e-Teba and placed malls under the name of e-Teba and placed only one sample from each of our products. only one sample from each of our products. So that consumers can see and touch the So that consumers can see and touch the products. We have 20 e-Teba stores now”products. We have 20 e-Teba stores now” says Selda Baygan.says Selda Baygan.

by Uğur Dirim by Uğur Dirim Koç University, Fall-20 Koç University, Fall-200404

““We used to be happy when We used to be happy when we sold one or two we sold one or two

products”products” Teba when it started to the e-commerce Teba when it started to the e-commerce

business used to sell a couple of products in a business used to sell a couple of products in a week, but now it sells 500 products in a week, but now it sells 500 products in a month.month.

In its database there is currently information In its database there is currently information of 150,000 customers. They are now closely of 150,000 customers. They are now closely acquainted with these 150,000 people and acquainted with these 150,000 people and can inform them according to their needs. can inform them according to their needs.

The project rThe project received the “customer focused e-eceived the “customer focused e-commerce project” reward.commerce project” reward.

by Uğur Dirim by Uğur Dirim Koç University, Fall-20 Koç University, Fall-200404

They are establishing They are establishing an an e-commerce web site in e-commerce web site in

EnglandEngland Teba’s software is going to be used Teba’s software is going to be used

in its e-commerce web site that is in its e-commerce web site that is going to be established in England. going to be established in England.

Baygan explained the reason of Baygan explained the reason of choosing England as having the %20 choosing England as having the %20 share in oven market and being a share in oven market and being a well known brand in that country. well known brand in that country.

by Uğur Dirim by Uğur Dirim Koç University, Fall-20 Koç University, Fall-200404

Garanti e-commerceGaranti e-commerce

Garanti e-commerce was established three Garanti e-commerce was established three years ago. Now it serves companies like e-years ago. Now it serves companies like e-kolay.net, turk.net, hepsiburada.com, kolay.net, turk.net, hepsiburada.com, yemeksepeti.com and bookinturkey.com yemeksepeti.com and bookinturkey.com which are the leading e-commerce which are the leading e-commerce companies in Turkey. companies in Turkey.

There are 1,200 companies using Garanti’s There are 1,200 companies using Garanti’s virtual POS which is the last step of online virtual POS which is the last step of online paypaymentment. This is a serious number. %70 of . This is a serious number. %70 of the market is their customer. the market is their customer.

by Uğur Dirim by Uğur Dirim Koç University, Fall-20 Koç University, Fall-200404

10 million $ worth gambling 10 million $ worth gambling offer offer to Garantito Garanti

One foreign online casino company, One foreign online casino company, wanting to enter the Turkish market wanting to enter the Turkish market using the Garanti e-commerce using the Garanti e-commerce infrastructure to establish trust in the infrastructure to establish trust in the market, offered Garanti 10 million $ market, offered Garanti 10 million $ in return for using just one virtual in return for using just one virtual POS used in payPOS used in paymentment infrastructure. infrastructure.

by Uğur Dirim by Uğur Dirim Koç University, Fall-20 Koç University, Fall-200404

““We set the ecosystem of We set the ecosystem of e-commercee-commerce””

Garanti developed the first virtual card Garanti developed the first virtual card in Europe and put into practice three in Europe and put into practice three years ago in Turkeyyears ago in Turkey in April 2000. in April 2000.

They They reached 30 thousand users in a reached 30 thousand users in a short time. Today there are 70 short time. Today there are 70 thousand users registered to the thousand users registered to the system. system.

Turkey has the most virtual cars usage Turkey has the most virtual cars usage rate after USA in the world. rate after USA in the world.

by Uğur Dirim by Uğur Dirim Koç University, Fall-20 Koç University, Fall-200404

““We set the ecosystem of We set the ecosystem of e-commercee-commerce””

By its virtual POS service, it is providing By its virtual POS service, it is providing credit card credit card paymentpayment infrastructure for e- infrastructure for e-commerce web sites. commerce web sites.

TThere is one e-commerce web site named here is one e-commerce web site named garantialisveris.com but the products on the garantialisveris.com but the products on the site are not its own. Products of stores site are not its own. Products of stores registered to the system are being registered to the system are being presented. Therepresented. There are are hundreds of firms in a hundreds of firms in a wide range in the system like flowerers, wide range in the system like flowerers, white good stores, online shopping sites, white good stores, online shopping sites, tourism sites…tourism sites…

by Uğur Dirim by Uğur Dirim Koç University, Fall-20 Koç University, Fall-200404

by Uğur Dirim by Uğur Dirim Koç University, Fall-20 Koç University, Fall-200404

““Don’t expect trillions in Don’t expect trillions in three month”three month”

““There are too many steps involved in this There are too many steps involved in this business, beginning with the business idea business, beginning with the business idea and establishment and extending to the and establishment and extending to the technical infrastructure, marketing, security, technical infrastructure, marketing, security, logistics. And of course positioning yourself…logistics. And of course positioning yourself…To do e-commerce you should do all of these To do e-commerce you should do all of these completely. One more thing, at least two completely. One more thing, at least two thousand dollars…”thousand dollars…” says Savaş Şakar, says Savaş Şakar, who is who is in charge of the e-commerce activities in in charge of the e-commerce activities in Garanti BankGaranti Bank..

by Uğur Dirim by Uğur Dirim Koç University, Fall-20 Koç University, Fall-200404

““Don’t expect trillions in three Don’t expect trillions in three month”month”

When entering this business three years When entering this business three years ago, Garanti e-commerce department ago, Garanti e-commerce department examined the foreign e-commerce sites examined the foreign e-commerce sites such as buy.com and e-bay.com. Then, it such as buy.com and e-bay.com. Then, it focused on the payment infrastructure for focused on the payment infrastructure for the Internet using their advantage of being the Internet using their advantage of being affiliated with Garanti Bank. In the mean affiliated with Garanti Bank. In the mean time, it became an e-commerce platform time, it became an e-commerce platform with the introduction of with the introduction of garantialisveris.com. garantialisveris.com.

by Uğur Dirim by Uğur Dirim Koç University, Fall-20 Koç University, Fall-200404

““We don’t have a security We don’t have a security problem”problem”

Garanti e-Commerce uses 128 SSL system, Garanti e-Commerce uses 128 SSL system, which is the most recent security model which is the most recent security model used in the whole world, in its used in the whole world, in its infrastructure. infrastructure.

In the 128 bit encoding, which is used by In the 128 bit encoding, which is used by Garanti e-Commerce, there are Garanti e-Commerce, there are 22128128 possible keys and for this encoded possible keys and for this encoded information to be broken a lot of time is information to be broken a lot of time is required and it’s costly.required and it’s costly.

by Uğur Dirim by Uğur Dirim Koç University, Fall-20 Koç University, Fall-200404

The market has grown by The market has grown by 300% this year300% this year

Garanti e-Commerce, which serves Garanti e-Commerce, which serves 12001200 e-commerce websitee-commerce websitess in Turkey, has in Turkey, has important information about the market. important information about the market.

““Since January 2003, there has been a Since January 2003, there has been a 300% increase in 300% increase in revenuerevenue in the market. in the market. The total The total revenuerevenue of companies increased of companies increased from 2 millionfrom 2 million $ to 6.5 million$ to 6.5 million $$.. Especially Especially with the with the arrival ofarrival of summer, tourism made summer, tourism made a great a great boomboom in the world as well as in in the world as well as in TurkeyTurkey.. In the coming months, we expect In the coming months, we expect a a boomboom in the individual retirement in the individual retirement insuranceinsurance”” says Şakar says Şakar

by Uğur Dirim by Uğur Dirim Koç University, Fall-20 Koç University, Fall-200404

Thank you for Thank you for listening!listening!

by Uğur Dirim by Uğur Dirim Koç University, Fall-20 Koç University, Fall-200404

SourcesSources

e-Teba e-Teba http://www.milliyet.com.tr/2003/10/2http://www.milliyet.com.tr/2003/10/21/business/bus14.html1/business/bus14.html

Garanti e-CommerceGaranti e-Commerce

http://www.milliyet.com.tr/2003/10/1http://www.milliyet.com.tr/2003/10/12/business/bus13.html 2/business/bus13.html