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Don't believe the hype about e-commerce


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Don't believe the hype about e-commerce : by More by Luke Vorstermans
Added on Friday Apr 02nd, 2004
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Don't believe the hype about e-commerce More Work at Home Articles Don't believe the hype about e-commerce
Author: Luke Vorstermans
Date Added: Friday Apr 02nd, 2004
Category: Work at Home

By Luke Vorstermans

It will not cannibalize brick and mortar businesses as some suggest. But e-commerce will profoundly transform the present business model and for that reason alone, it cannot be ignored.

The power of the internet lies in its creative momentum. It's not evolution; it's revolution. What gives it such an overwhelming presence in our lives is how it accelerates the process of change. While web pioneers such as Yahoo! and Amazon.com give us a glimpse of its future potential, reshaping human habits will require more than an online presence.

Consider Christopher Columbus. History has accorded him the honor as the man who 'discovered' America. While his discovery of the American land mass was most notable, what Columbus initiated was a change in how the world was perceived. He opened a portal in consciousness that set the world on a new course of action.

From a commerce standpoint, he changed the rules of the game. The supply and demand of New World resources changed the character of the presiding cultures. Localized trading gave way to strategic global marketing. Competition, innovation and power brokering all reach new heights of engagement. And freedom from the Medieval mindset brought untold opportunities for emigration, invention and exploration.

Internet technology parallels what was inaugurated in 1492. But there is one major difference. Time. In the weeks it took Columbus to turn his ships around and head back to Spain, the speed of internet innovation will have brought sweeping changes to the way you and I relate. It may not be immediately apparent-as was the effect of Columbus's discovery-but new lines of force are being laid, and they will irrevocably influence our lifestyles.

The internet is still in it's infancy. But unlike any other invention, the internet has no limitation to its resource platform. Its research laboratory is global. Millions of people are involved in its development. Each time you 'log on,' you become an accomplice. Every mouse click confirms your participation. And if you feel swept up in its momentum, you're right. It's a consumming wildfire.

For the moment, the internet is primarily another delivery channel for information; no different than printed materials, radio, and TV. It's just much more efficient. Some businesses have positioned themselves on the internet because they would not exist otherwise. They are the epitome of the new paradigm. But the majority of businesses will only use the internet as an extra channel for information and product distribution. Assuming you can change the human shopping experience because of a more effecient way of retailing negates the fact that consumers are sensory beings.

It's important for businesses, especially those with limited resources, to understand the factors that contribute to the right timing of entry. Initiating the momentuum-the match that starts the flame-is exciting and essential. But it is wise to let the individuals or businesses who excel at that skill do what they do best-innovate, pioneer and create the momentum. For most others, sustaining the fire is more profitable-bringing warmth and security to those who seek it. Like settlers to the New World, they will build and sustain the infastructure for long-term value and stability.

Every day the web grows and mutates into thousands of threads. Technology stocks dazzle the money changers. And a plethora of options confront businesses on how to position themselves profitably.

The internet will change the face of business (and our world) in ways we cannot yet imagine. While the present urgency to get on board is driven by corporate profitability, it is the effect on mankind's interdependency that will ultimately determine the internet's value.


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