Monday,
September 23, 2002
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Book
Review |
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Business has to go
beyond Website
Review by Kuljit Bains
Get a (Digital) Life: An Internet Reality Check by Jim Carroll and Rick Broadhead. Macmillan. Pages X + 221. Rs 198
EVEN
referring to the dotcom bust brings out a yawn. The postmortem has been
performed so thoroughly that the body is almost unrecognisable. So here
we have an attempt at looking for possibilities that exist in real
business and learning from the mistakes of the past while retaining
feasible ideas that were thrown up during the hype period.
One positive remain of the
Internet hype era is the gain to the financial industry like stocks and
banking from online trading. Here the authors of this book, themselves
experienced industry analysts for long, want to point out that the
Internet in itself is not the business. It can, however, work
wonderfully when used to assist real businesses. But that, too, only
when online systems are thoroughly integrated into a company’s
internal systems.
To quickly go thorough the
pitfalls that companies hoping to go online might face, the authors have
listed 10 myths about e-business: for example, people believe starting
e-business is easy, cheap, people will adapt to new ways or that there
are plenty of customers out there. It is not so.
We are told that setting
up e-business is just as serious and difficult as setting up any
conventional business ever was. A company, Canadian Tire, invested some
$20 million in an e-commerce initiative. How could someone spend so much
on a Website? critics asked. The Internet was supposed to make things
cheaper, not costlier. Well, that’s exactly what this books wants to
counter with examples like this. Canadian Tire’s explanation: "We
didn’t spend $ 20 million on a Website. We spent $ 20 million to start
a business… Our investment can be broken down into … 4 categories:
site development, infrastructure implementation, business process design
and content."
That’s the way to run
e-businesses, the book tells us. Thorough implementation of electronic
systems that encompass all aspects of the organisation, including
production, procurement, employees, communication, finance, et al, is
essential for any e-initiative. Setting up a "shopping cart"
is not enough. It has to be backed by the store.
The writers have adopted a
journalistic approach to investigating and bringing out the issues. They
have interviewed a number of people at the top in e-business and quoted
them appropriately to illustrate the mechanisms.
The gloom apart, the scope
for e-business exists; in fact, there is no escape from it. It’s just
that conventional businesses now have to take to it. Once the above
suggestions are taken care of, though not easy and cheap, the gains for
any organisation can be many, the bottom line being profits. So far the
expectations had been too high, in terms of speed of change. Things are
changing, but they need time.
People may not yet be
buying products online, but they are sure researching them online before
buying offline. So it only becomes imperative on businesses to have a
proper presence online that should give thorough information to
prospective customers on all aspects of their business. The FAQ pages
have to be dynamic and provide answers to all the new questions that may
arise at different times. This brings us to customer-centred
orientation. E-business has made the customer supreme and he expects
full online support that is intelligent and responsive, and this book
looks at the nuts and bolts on how to do that.
The work explains in
detail the benefits that will ensue from using the Internet and computer
systems for regular enterprise and how to go about implementing these
new systems—the essence being: "While
the Internet merely helps us talk, expert systems will change the very
nature of human work." Stock software options won’t do. You will
need systems specifically designed for your business.
So what we have is a book
that offers us no quick-fix solutions, tells that e-business is business
first and "e" second, needs more money, hard work and
realistic expectations. There is no e-magic wand. Probably what we
always new, only closed our eyes to for a few years!
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