Conducting Business Via The Net: Success Factors

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Conducting Business Via The Net Success
Factors

• Dave Crocker
• Brandenburg Consulting MY 60 (19) 3299 445
• www.brandenburg.com US 1 [phone]
• dcrocker_at_brandenburg.com Fax [phone]

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Brandenburg Consulting

• Dave Crocker
• Internet since 1972
• Email, EDI, Fax, ...
• TCP/IP, Net mgmt
• Standards
• Development
• Product, service
• MCI Mail, DEC, SGI
• Startups

• Consulting Services
• Internet business planning
• Product, system design
• Technical audits
• Standards track/contribute

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What we will discuss

• The challenge of the Internet
• Some pieces to the puzzle
• Moving business onto the Net
• Special for ...

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Boldly go...

• Where no public network has gone before...
• Commerce changes things

• Internet then
• Small
• Friendly
• Open
• Casual

• Internet now
• Gigantic
• Competitive
• Closed and open
• Casual and formal

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Styles of exchange

• Receiver pull
• Publishing
• Interactive sessions
• Individual foreground refinement
• Sender push
• Communicating
• Messaging
• Bulk background distribution
• (Mark Smith, Intel)

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Benefits of push and pull

• Email / Message exchange
• Eliminates telephone tag
• Eliminates facsimile costs
• Retains record of interaction
• Web pages
• Accurate, immediate information
• User does the work, not employee

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However

• The Internet does not eliminate timezones
• Email is not good for subtlety
• Everyone must be online
• Not as easy as wed like
• Infrastructure limitations

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Special vs. standard tools

• On-going relationships
• Special arrangements ok (awkward)
• One-time exchange
• Casual commerce
• Needs simple use (difficult)
• Needs standard(s) solutions

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Classic online commerce

• Providing infrastructure support for commerce
• EDI VAN
• Interface to payment/bank service
• Digital cash
• Electronic notary
• Online market/brokerage

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Payment system issues

• Transactioncard not present
• For all bankcard approaches for Internet
• Issues
• Knowing buyer/merchant authorized
• Avoiding third-party interception
• Interchange, assessment, fees
• Retrievals, chargebacks, etc.
• Risk management

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Scheme Secure link
Same a telephone, but encrypt over
Internet. Merchant gets number. Is merchant
safe??
Buyer
Encrypted 164
Clearing House
Merchant
164
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Scheme Mediated
Only banks sees data in clear. Limited points of
attack.
Buyer
Encrypted 164
Clearing House
Merchant
Encrypted 164
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What is business?

• R D
• Sales

• Manufacturing
• Support
• Marketing

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What is business?

• R D
• Search, browse
• Test
• Coordinate
• Sales
• Negotiate
• Order, bill, pay
• Deliver

• Manufacturing
• Shipping
• Job work
• Support
• Discuss
• Info push
• Marketing
• Info push
• Survey

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First steps

• Get online
• Email account
• Web page
• Domain name
• Tout it
• Business card
• Literature

• Use it
• Check mail
• Revise web pages

Do more of what works. Experiment with what
doesnt.
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Special for SMEs

• More creative
• More aggressive
• More responsive
• Less expensive

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Special for AP

• Limited resources, experience
• Use cybercafes
• Rather than buy hardware, access
• Form collaboratives
• For self-help, shared purchases

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You already know...

• How to do business
• Development
• Manufacturing
• Marketing
• Sales
• Support

• The Internet is merely
• More technology
• Faster contacts
• Broader reach

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You already know

• The success factors!
• Quality products
• Customer responsiveness
• Price, reliability, convenience,

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Internet success factors

• Treat Internet as
• Growth
• Not change
• Think
• Business functions
• Not technology

• Start simple
• Start now!

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Demonstration web pages

• Examples of online presence

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Thank you

• Now it is your turn
• Questions
• Comments
• Challenges