W2B-034 Technology matters 2-0.txt
Internetworking the future

Last year's big computer story was undoubtedly the launch of Microsoft's Windows 95 - with Microsoft spending around $ 1 billion on the biggest launch in the history of the computer industry including buying a Rolling Stones song and entire daily issue of the Times.

Big as the publicity was for Windows 95, however, the computer phenomena that continued to dominate the computer columns in the national press and specialist magazines was the Internet.

Everyone, it seems, is finding a use for this incredible worldwide network of thousand of computers which gives access to the most bewildering array of information on, seemingly, every subject human beings have ever imagined. But aside from all the trivia (and the more sinister political and pornographic content) the big development is that the Internet is fast becoming a tool for doing business. Major corporations, small enterprises, local and central government bodies, and community groups are all urgently asking how they can use the Internet, and getting the World Wide Web sites up and running.

A recent UK survey of more than 2000 organisations shows that more than 36t per cent are using the Internet in some way and another 15 per cent are actively evaluating it. Estimates vary in the amount of business that is being done via the Internet at present, but analysts agree that it will be a major vehicle for trading by the turn of the millennium, with some estimates putting the figure at more than $ 200 bn a year by then.

For now, many companies are just waking up to the possibilities and are putting their toe in the water. This usually consists of getting a World Wide Web site up and giving an "address" where Internet users the world over can visit electronically, to browse the material presented. Such a site is a means of promotions, to let the world know about our products and services.

The other main use that companies get from using the Internet is electronic mail. For the price of a brief local telephone call, users can send lengthy messages all round the world. The benefits are clear, even aside from the cost of benefits (E-mail is cheaper than both telephone calls and faxes - no more "telephone tag", where you and your business colleague keep missing each other, and a stored record of all your communication for future reference.

These would be reason enough for most businesses to consider getting on-line. But many businesses are keen to exploit the potential for world-wide trade via the information superhighway. The World Wide Web is full of organisations selling just about every conceivable type of goods - when you visit such a site, you can browse through catalogues of goods, complete with descriptions, pictures and pricing information. Ordering can be done electronically, although the most obvious means of payment - by credit card - currently still presents problems. Sending your credit card details through the Internet is still definitely not to be recommended - software hackers have the capability of intercepting details and using them fraudulently.

Large organisations with multiple sites with requirements for electronic mail and electronic document delivery can get obvious benefits from the information superhighway. But even small firms can begin to realise benefits. A small travel firm called Mountain Travel-Sobek, which specialises in exotic adventure travel has recently begun to use the Internet. People browsing the World Wide Web who come across their site regularly sign up for holidays on the spot. In addition, they believe that they can save thousands on the printing of their elaborate and expensive annual colour catalogue by publishing an electronic version.

Many top international management consultants believe the Internet will be indispensable for doing business by the end of the decade. As business becomes more niche market-orientated and more global and as more and more businesses and people get on-line, it will make having access to the information superhighway and a World Wide Web presence a necessity for business survival - rather like telephones and fax machines have become. Now's the time to tip your toe in the water and find out how your business can benefit.
