Seminar held 13 December 2001

Tainui Room - Matamata Memorial Hall - Tainui Street - Matamata

Guest Speaker - Grant Sidaway - TELECOM
(Grant has an enduring and impressive background in the telecommunication industry including the position of National Marketing Manager for Telecom - for the last few years he has been presenting Telecom's latest developments - mainly Internet related - to businesses and organisations throughout the country).


The competitive edge for New Zealand Business

..Grant Sidaway..

The competitive edge

  • Time is on our side
  • When we are awake they are asleep
  • New Zealand has world class networks
  • An open market with 100+ ISP’s
  • Trading possible 24 hours x 7 days
  • How does it work then?
  • Telecommunications
  • passing information over a distance
  • now a true multimedia
  • 288 million internet users
  • 3000 new connections every hour
  • by 2005 765million internet users
  • 10% of the time compared with telephone
  • What is the internet?
  • The internet is a world wide system of computer networks where users can get information from other computers
  • Internet Facts & Figure
  • 60% of all New Zealand households have a personal computer
  • Online penetration in New Zealand households is approximately 41% ... and growing
  • New Zealanders are technology savvy with a high penetration of mobile phones, answer phones, faxes etc.
  • Slightly over half of all US households own a personal computer
  • Online penetration in US households show 63% of users are online once a day
  • Emailing
  • Still by far the most popular
  • 5-6 million emails per day in New Zealand
  • fast, effective, low cost  ... and easy to make mistakes !!!
  • a couple of tips
  • the rules of cc and bcc
  • cc = carbon copy
  • all parties see the entire email list
  • bcc = blind carbon copy
  • only that person
  • Rule is - don’t expose your database

    Sending Emails

  • Always use a signature file
  • On your signature file should be
  • Your Names
  • Your Business
  • Your mission statement
  • Phone and fax numbers
  • Response rates - it is important to respond to emails quickly

    Brand names

  • Brand awareness on the Internet
  • Without one is like being without a phone
  • Easy to remember
  • Maximum 36 characters
  • consider whether your business best suits .com or
  • Domain Name rules
  • In New Zealand there is not alot of rules
  • All NZ place names have gone already
  • most generic names have gone
  • alot registered domain names are now for sale eg.
  • register the alternatives as well - eg. misspellings etc.
  • Websites
  • Keep it simple
  • Make sure homepage downloads quickly
  • links to other sites are important
  • brochure sites  to e-commerce - start with a website that can grow
  • use professional hosting
  • include alternative contact information on your website eg. physical address, phone/fax etc.
  • Finding your site
  • Search engines
  • email links
  • links from other sites
  • direct from URL
  • second guess
  • Search Engines
  • hundreds to choose from
  • When was the last time you looked?
  • Listing on search engines is about key words
  • Who is in front of you?  Your competitor?
  • Evaluating cost of sales
  • Truth is no model to benchmark
  • companies - bit of a freak!
  • Most is additional to existing marketing
  • The challenge is to migrate customers
  • Beware of the dark side
  • How secure is your connection
  • Do you have a “firewall”?
  • Have you imported a “Trogan”?
  • What “cookies” do you have?
  • Business Issues
  • Acquire customers - combat competition
  • Need to grow revenue - protect customer base
  • Reduce costs - Customer satisfaction
  • Internet advantage
    • Internet strengths
      • Millions of users
      • 24 hours x 7 days
      • Information access
    Business benefits
  • Reduce costs
  • Increase sales
  • Customer service
  • Sellers Perspective
  • Increase sales
  • Deepen customer relationships
  • Reduce operating costs
  • Buyer’s perspective
  • reduce processing costs
  • eliminate maverick purchases
  • strengthen buying power
  • Without doubt internet dramatically lowers costs for both buyers and sellers
  • Branding
  • What is the brand you want to promote?
  • What values do you want attached to your brand?
  • Will need to adapt ... but reinforce don’t reinvent
  • Promote your

    Why do I need a website?

  • Like trying to run a business without a phone
  • Ways to be found - search engines - domain names - page links - advertising - word of mouth - Target It !!
  • Now turn browsers into buyers
  • Requirements
  • Clients demand trust
  • Authentication
  • Privacy
  • Security
  • Your brand needs to deliver all of this to achieve growth
  • Future of the Internet ...
  • Who knows !!!
  • trends include converging technology - more interactive - faster access - multi-media 
  • Challenge - are we ready?
  • Many issues to deal with
  • Mobile Internet is on its way ...
  • with a new digital network
  • CDMA - Code Division Multiple Access starts next year
  • Wireless Internet
  • Nationwide data network
  • Circuit & Packet date a 14.4kbp
  • the CD1 network will support IP wireless Internet based services
  • allow Internet capable devices to connect via your CDMA phone: laptop computers - PDA devices
  • Summary
  • Domain name - do it
  • brand awareness
  • keep it simple
  • use professional design
  • keep up to date
  • e-volve Internet into the Business Plan
  • Closing thought
    • Last year New Zealanders spent $242 million
    • Year before $46 million
    • However $5 of every $6 went overseas
    • Is the trend to continue?


    Leanne Taylor - WWW Design

    The American Defence Department quickly followed by academics and researchers first conceived the Internet in 1969.  The descendants of these original supercomputers are still at the heart of the Internet, but the explosive growth in the last five years has transformed the concept from defence and academic life to the whirlwind of commerce from the comforts of home.

    The two big killer applications of the Internet are electronic mail (email) and the World Wide Web from which we conduct e-commerce.  Just as we are all coming to terms with this we now have WAP (wireless application and m-commerce (mobile commerce) due for launch in New Zealand next year.

    At the beginning of November 2001, along with some 700 others I was privileged to be accepted to attend the E-Commerce Summit held in Auckland.  The main aim of the Summit was to advance e-commerce for New Zealand business.  It was exciting to network with people representing business, government, education and the broader community whose use of information, communication and technology is making their businesses operate more effectively which in turn helps New Zealand connect more dynamically into the new global economy.  For two days I was presented with a wealth of inspiring and knowledgeable International and New Zealand speakers and attended workshops on Tourism, Building Consumer Confidence, Exporting and Innovation.

    The Summit was very positive  - “preaching to the converted” always is.  To understand the power of the Internet it is necessary to understand the power of networks and an interesting comparison was given - back in the days when the telephone had just been invented, telephones weren’t very useful because there weren’t many people you could ring up - no one had a telephone !!  Now that almost every household has at least one phone and most of us, unfortunately, have one in our pocket, they are so useful that most of us regard them as essential.  This clearly shows that the value of a network grows in relation to the growth of the network. 

    Quite simply the power of the Internet comes from its size.  A connection to the Internet this year with over 360 million users and access to over 2 billion web pages is very valuable to the user.  Therefore the bigger the Internet grows the more important it becomes.  The Internet has not changed business fundamentals - trust must still developed and is the basis for any ongoing business relationship.   The Internet is proof that people like to investigate and compare in their own time without the pressure of sales people.

    Already having an email address is as important as having a fax machine and soon it will be just like having a telephone.  E-commerce means on-line trading and because no-one actually owns the Internet it is relatively inexpensive to purchase internet access and gives small businesses in small towns the use of technology that once would only have been available, because of cost, to a multinational company.  Small businesses can now operate in the global environment and participate in global networks and markets.  While e-commerce is about financial transactions, e-business is about all business processes from marketing and sales to information management and human resources.  E-business makes it possible for us to market our products on the web.  The bottom line is that all organisations, not just large corporates, now have the opportunity to take advantage of worldwide networks by using the Internet.  Distance has become irrelevant and transaction costs are minimal.  Everyone in business needs exposure, whether you operate a lawn mowing round or a huge corporate venture - success depends on exposure and the Internet is the tool to achieve this.

    The Summit provided a platform for the Government to announce their vision “that New Zealand will be world class in embracing e-commerce for competitive advantage” that “Building our awareness and capability to participate in an electronic world is a matter for immediate attention by all New Zealanders”.  The Government assured us that it recognises its key role, alongside the private sector in providing leadership - building capability and providing an enabling regulatory environment.

    The overall message from the Summit was quite clear and simple - “the train has left the station - get on board or be left behind!!”

    The standard of presentations by the guest speakers at the Summit was outstanding, but for me the one that stood out the most was Jim Sterne from America.  Jim Sterne is an internationally recognised e-Business consultant and used a host of examples to demonstrate what works online and what doesn’t and if you ever get the opportunity to hear him speak - grab it.

    Visit Matamata
    Visit Morrinsville
    Visit Te Aroha
    Visit Thames


    WWW Design