| E-CommerceIntroductionAn e-commerce solution | | | | the magazine of choice to the Internet |
| for a business is the incorporation of all aspects of | | | | community, has no problem getting Lexus and |
| the business operation into an electronic format. | | | | other high-end marketer's advertising. Even with |
| Many well-established businesses have been selling | | | | the addition of the commercial on-line community, |
| on-line for years. For example, Dell Computers | | | | the demographic will remain high for many years |
| Corp., has been selling computers directly to | | | | to come.10. To Answer Frequently Asked |
| end-users for years. Currently, Dell is selling | | | | QuestionsWhoever answers the telephones in |
| excessive of 1 million dollars worth of computers | | | | one's organization can tell one that their time is |
| everyday on the World Wide Web (WWW).When | | | | usually spent answering the same questions over |
| a business has incorporated an e-commerce | | | | and over again. These are the questions |
| solution, the business will experience a lower | | | | customers and potential customers want to know |
| operation cost while at the same time increasing | | | | the answer to before they deal with one. Post |
| its profit. The e-commerce solution will allow | | | | them on a WWW page and one will have |
| businesses to eliminate unnecessary paperwork. | | | | removed another barrier to doing business with |
| All paperwork and data can be transformed into | | | | one and freed up some time for that harried |
| an electronic format. Thus, it will eliminate valuable | | | | phone operator.11. To Stay in Contact with |
| shelf space and data can searched and accessed | | | | SalespeopleOne's employees on the road may |
| in matter of seconds. E-commerce will also | | | | need up-to-the-minute information that will help |
| automates the sales process. Customers can | | | | them make the sale or pull together the deal. If |
| "point & click" on the products they wish to | | | | one knows what that information is, one can |
| purchase, fill out the customer information, and | | | | keep it posted in complete privacy on the WWW. |
| the product will be shipped and received in a | | | | A quick local phone call can keep one's staff |
| matter of few days. The administration | | | | supplied with the most detailed information, |
| department does not have to fill out any | | | | without long distance phone bills and tying up the |
| paperwork because the customer had done it | | | | staff at the home office.12. To Open International |
| already. Thus, the efficiency will be greatly | | | | MarketOne may not be able to make sense of |
| improved. With an e-commerce solution, the | | | | the mail, phone and regulation systems inall the |
| business will be open 24 hours a day, 7 days a | | | | potential international markets, but with a |
| week. People from anywhere in the world with an | | | | e-commerce solution, one can open up a dialogue |
| Internet access will be able to visit the site at any | | | | with international markets as easily as with the |
| time. They will not be restricted to the "normal" | | | | company across the street. As a matter-of-fact, |
| business operating hours. A "brick + mortar" | | | | before one goes onto the Web, one should decide |
| business is normally limited to serving the | | | | how one wants to handle the international |
| customers in its local geographical location. With an | | | | business that will come one's way, because one's |
| e-commerce solution, that business will not be | | | | postings are certain to bring international |
| limited a geographical restriction, rather it opens | | | | opportunities to one's way, whether it is part of |
| itself to the global on-line market. Essentially, the | | | | one's plan or not. Another added benefit; if one's |
| business' market exposure will be greatly | | | | company has offices overseas, they can access |
| increased.In conducting my study, I have | | | | the home offices information for the price of a |
| researched extensively on the Internet for | | | | local phone call.13. To Create a 24 Hour ServiceIf |
| resources. I chose the Internet as my primary | | | | one has ever remembered too late or too early |
| research medium because e-commerce is still a | | | | to call the opposite coast, one knows the hassle. |
| fairly new technology. Since it is technology | | | | Not all businesses are on the same schedule. |
| related, the Internet will provide the most recent | | | | Business is worldwide but one's office hours aren't. |
| data available. Printed publications will not be able | | | | Trying to reach Asia or Europe is even more |
| to adapt to changes as fast and efficient as | | | | frustrating. However, Web pages serve the client, |
| electronic publications. I researched many | | | | customer and partner 24 hours a day, seven |
| e-commerce related web sites along with some | | | | days a week. No overtime either. It can |
| companies that conduct statistical studies. Some | | | | customize information to match needs and collect |
| of the e-commerce web sites that I looked into | | | | important information that will put one ahead of |
| are E-Commerce Times, eRetail, and eMarketer. | | | | the competition, even before they get into the |
| The statistical research firms that I researched | | | | office.14. To Make Changing Information Available |
| are Forrester Research and Jupiter | | | | QuicklySometimes, information changes before it |
| Communication. Both firms provided valuable | | | | gets off the press. Now one has a pile of |
| statistical data that shows the rise of consumers | | | | expensive, worthless paper. Electronic publishing |
| shopping on-line and the predicted dollar amount | | | | changes with one's needs. No paper, no ink, no |
| that will be spent in the coming years.MethodsIn | | | | printer's bill. One can even attach one's web page |
| conducting my study, I completed the following | | | | to a database which customizes the page's output |
| tasks:- I searched extensively on the Internet for | | | | to a database one can change as many times in a |
| sites that are e-commerce related. Upon visiting | | | | day as one needs. No printed piece can match |
| the sites, I evaluated each sites for the contents, | | | | that flexibility.15. To Allow Feedback From |
| thoroughness, and objectiveness. There are | | | | CustomersOne passes out the brochure, the |
| literally hundreds of sites that are devoted to | | | | catalog, the booklet. But it doesn't work. No sales, |
| e-commerce. However, after my careful | | | | no calls, no leads. What went wrong? Wrong color, |
| examination of most of them, I narrowed down | | | | wrong price, wrong market? Keep testing, the |
| to four sites that I will research for this report.- I | | | | marketing books say, and one will eventually find |
| have also researched many firms that conducts | | | | out what went wrong. That's great for the big |
| statistical researches. The two firms that I will be | | | | boys with deep pockets, but who is paying the |
| utilizing for this report are Forrester Research and | | | | bills? One is and one doesn't have the time nor |
| Jupiter Communication. Both firms are known for | | | | the money to wait for the answer. With a Web |
| their preciseness, non-objectiveness, and | | | | page, one can ask for feedback and get it |
| thoroughness. The statistical data I collected from | | | | instantaneously with no extra cost. An instant |
| these two firms will support my recommendation | | | | e-mail response can be built into Web pages and |
| that every business should have an e-commerce | | | | can get the answer while its fresh in one's |
| solution implemented.ResultsFrom my research, I | | | | customers mind, without the cost and lack of |
| have developed twenty reasons why every | | | | response of business reply mail.16. To Test |
| business should incorporate an e-commerce | | | | Market New Services and ProductsTied into the |
| solution into the business operation. They are | | | | reason above, we all know the cost of rolling out |
| listed below.1. To Establish A PresenceThere are | | | | a new product. Advertising, advertising, |
| approximately 70 million people worldwide that | | | | advertising, press release and advertising. |
| have access to the World Wide Web (WWW). No | | | | Expensive, expensive, expensive. Once one has |
| matter what industry or business one is in, one | | | | been on the Web and know what to expect |
| can not ignore 70 million people. To be part of | | | | from those who are seeing one's page, they are |
| that on-line community, one would need to be on | | | | the least expensive market for one to reach. |
| the WWW for them. Because if one doe not do | | | | They will also let one knows what they think of |
| it, one's competitor definitely will.2. To NetworkA | | | | one's product faster, easier and much less |
| lot of what passes for business is simply nothing | | | | expensively than any other market one may |
| more than making connections with other people. | | | | reach. For the cost of a page or two of Web |
| Every smart businessperson knows, it is not what | | | | programming, one can have a crystal ball into |
| one knows, it is whom one knows. Passing out | | | | where to position one's product or service in the |
| one's business card is part of every good meeting | | | | marketplace.17. To Reach The MediaEvery kind of |
| and every businessperson can tell more than one | | | | business needs the exposure that the media can |
| story how a chance meeting turned into the big | | | | bring, as I touched on in reason #5 "To Heighten |
| deal. Well, what if one could pass out the business | | | | Public Interest", but what if one's business is |
| card to thousands, maybe millions of potential | | | | reaching the media, as a newswire, a publicist or a |
| clients and partners, saying this is what I do and if | | | | public policy group. The media is the most wired |
| you are ever in need of my services, this is how | | | | profession today, since their main product is |
| you can reach me. One can, 24 hours a day, | | | | information and they can get it more quickly, |
| inexpensively and simply, on the To Make | | | | cheaply and easily on-line. On-line press kits are |
| Business Information AvailableWhat is basic | | | | becoming more and more common, since they |
| business information? Think of a Yellow Pages ad. | | | | work with the digital environment of more and |
| What are one's business hours? What does one | | | | more pressrooms. Digital images can be put in |
| do? How can someone contact the business? | | | | place without the stripping and shooting of the old |
| What method of payment does one take? Where | | | | pressrooms and digital text can be edited and |
| is the business located at? Now think of a Yellow | | | | outputted on tight deadlines. All these can be |
| Pages ad where one can have instant | | | | made available on an e-commerce solution.18. To |
| communication. What is today's special? Today's | | | | Reach The Education and Youth MarketIf one's |
| interest rate? Next week's parking lot sale | | | | market is education, consider that most |
| information? If one could keep one's customer | | | | universities already offer Internet accesses to |
| informed of every reason why they should do | | | | their students and most K-12's will be on the |
| business with them, doesn't one think one could | | | | Internet within the next few years. Books, athletic |
| do more business? One can on the To Serve The | | | | shoes, study courses, youth fashion and anything |
| CustomersMaking business information available is | | | | else that would want to reach these overlapping |
| one of the most important ways to serve the | | | | markets needs to be on the WWW. Even with |
| customers. But if one looks at serving the | | | | the coming of the commercial on-line services and |
| customer, one will find even more ways to use | | | | their somewhat older populations there will be |
| WWW technology. How about making forms | | | | nothing but growth in the percentage of the |
| available to pre-qualify for loans, or have one's | | | | under 25 market that will be on-line.19. To Reach |
| staff do a search for that classic jazz record | | | | The Specialized MarketSell fish tanks, art |
| one's customer is looking for, without tying up | | | | reproductions, flying lessons? One may think that |
| one's staff on the phone to take down the | | | | the Internet is not a good place to be. Well, think |
| information? Allow the customer to punch in sizes | | | | again. The Internet isn't just for computer science |
| and check it against a database that tells him | | | | students anymore. With the 70 million and growing |
| what color of jacket is available in one's store? All | | | | users of the WWW, even the most narrowly |
| this can be done, simply and quickly, on the To | | | | defined interest group will be represented in large |
| Heighten Public InterestOne won't get Newsweek | | | | numbers. Since the Web has several very good |
| magazine to write up about one's local store | | | | search programs, one's interest group will be able |
| opening, but one might get them to write up | | | | to find one's company, or one's competitors.20. |
| one's Web Page address if it is something new | | | | To Serve One's Local MarketI've talked about the |
| and interesting. Even if Newsweek would write | | | | power to serve the world with a e-commerce |
| about one's local store opening, one would not | | | | solution. How about one's neighborhood? If one is |
| benefit from someone in a distant city reading | | | | located in San Francisco Bay Area, the Raleigh NC |
| about it, unless of course, they were coming to | | | | area, Boston or New York, there is probably |
| one's town sometime soon. With Web page | | | | enough local customers with Internet access to |
| information, anybody anywhere who can access | | | | make it worth one's while to consider Web |
| the internet and hears about one's site is a | | | | marketing. A local Palo Alto, CA restaurant even |
| potential visitor to one's Web site and a potential | | | | takes lunch orders through the Internet! But no |
| customer for one's information there.6. To | | | | matter where one is, if the big client has Internet |
| Release Time Sensitive MaterialWhat if one's | | | | access, one should be there too.ConclusionAfter |
| materials need to be released no earlier than | | | | detailed analyzing and studying of the effects and |
| midnight? The quarterly earnings statement, the | | | | benefits of incorporating an e-commerce solution |
| grand prize winner, the press kit for the much | | | | to an existing business, it is clear that an |
| anticipated film, the merger news? Well, one sent | | | | e-commerce solution will benefit the business in |
| out the materials to the press with | | | | every aspect.The implementation of an |
| "The-do-not-release-before-such-and-such-time" | | | | e-commerce solution will generate a brand new |
| statement and hope for the best. Now the | | | | revenue stream, expand the market exposure, |
| information can be made available at midnight or | | | | and decrease the operation cost. Many Fortune |
| any time one specifies, with all related materials | | | | 500 companies, such as Dell Computer Corp., |
| such as photographs, bios, etc. released at exactly | | | | have already adapted e-commerce into their |
| the same time. Imagine the anticipation of "All | | | | business operation. As I have mentioned earlier, |
| materials will be made available on our Web site | | | | Dell Computer Corp. is currently generating over 1 |
| at 12:01 AM". The scoop goes to those that wait | | | | million dollars in revenues from their web-site. |
| for the information to be posted, not the one | | | | Many well-known "brick & mortar" businesses are |
| who releases one's information early.7. To Sell | | | | starting to establish their presence on the web. |
| ThingsMany people think that this is the number | | | | For example, Barnes & Noble Booksellers, the top |
| one thing to do with the World Wide Web. | | | | book retailer in North America, has just launched |
| However, I have made it number seven to make | | | | their web-site earlier this year following the |
| it clear that I think one should consider selling | | | | success of Amazon.com, the top book & music |
| things on the Internet and the World Wide Web | | | | seller on the web, has been referred to have one |
| after one has done all the things above. Why? | | | | of the most efficient business operation in the |
| Well, the answer is complex but the best way to | | | | world today.RecommendationBased on the |
| put it is, does one consider the telephone the best | | | | conclusion of this study, I recommend the |
| place to sell things? Probably not. One probably | | | | following:- Every business should implement an |
| considers the telephone as a tool that allows one | | | | e-commerce solution into the business |
| to communicate with one's customer, which in | | | | operation.Works Cited"E-Commerce Times: |
| turn helps one sell things. Well, that's how I think | | | | Everything You Wanted to Know About Doing |
| one should consider the WWW. The technology is | | | | Business Online." E-Commerce Times. 1999. (9 |
| different, but before people decide to become | | | | August 1999)."E-Marketer, Where Business Begins |
| customers, they want to know about one, what | | | | On-line." E-Marketer. 1999. (9 August |
| one does and what one can do for them. Which | | | | 1999)."E-Retail, News and Information for Internet |
| one can do easily and inexpensively on the WWW. | | | | Retailers." E-Retail. 1999. (9 August 1999)."The |
| Then one might be able to turn them into | | | | Electronic Commerce Guide." Internet.com's |
| customers.8. To make picture, sound and video | | | | Electronic Commerce Guide. 1999. . (9 August |
| availableWhat if one's widget is great, but people | | | | 1999)."Forrester Research: Helping Businesses |
| would really love it if they could see it in action? | | | | Thrive on Technology Change." Forrester |
| The album is great but with no airplay, nobody | | | | Research. 1999. (9 August 1999)."Jupiter |
| knows that it sounds great? A picture is worth a | | | | Communication: Market Research on the |
| thousand words, but one does not have the | | | | Consumer Online Industry." Jupiter Communication. |
| space for a thousand words? The WWW allows | | | | 1999. (9 August 1999).Doctor Mike Cooper has |
| one to add sound, pictures and short movie files | | | | been a college level instructor since 1986. He has |
| to one's company's info if that will serve one's | | | | a Ph.D. in Computer Information Systems and a |
| potential customers. No brochure will do that.9. To | | | | Master's Degree in Data Communications. He is a |
| Reach a Highly Desirable Demographic MarketThe | | | | retired Army Officer and a veteran of 33 months |
| demographic of the WWW user is probably the | | | | service in Vietnam. Dr. Cooper has lived in |
| highest mass-market demographic available. | | | | Thailand, Belgium, Germany and still travels |
| Usually they are college-educated or being college | | | | extensively.Doctor Mike Cooper writes research |
| educated, making a high salary or soon to make a | | | | papers for and Many of his papers are |
| high salary. It is no wonder that Wired magazine, | | | | ecommerce related. |