doing business on-linecomment susciter la demande Internet par les PME?

Chris SullivanProject Manager

introduction

• Established in Q1 1997• based in the Department of Computer

Science at the University of Sheffield, UK• part of the Department’s Communications

and Distributed Systems (CDS) Group• a 40+ strong basic and applied research

group• investment from the EU, University of

Sheffield, DTI and private sponsorship

where we are.

access to the latest research and technical expertise• Telematics (in it’s widest sense)• wireless and cable based transmission media• on-line payment, tariffing and security technology• architectures for information brokerage and

content management (including metadata)• mobility (including SMS, Mobile IP)• high performance networks (fast ethernet, gigabit

ethernet and ATM)• off the shelf products and solutions

phased development

• Phase 1 March 1997 - September 1998

• phase 2 October 1998 - June 2001• phase 3 July 2001 - ??

who do we help?

• SMEs in the medical technology, environmental technology and print & design sectors

• UK’s Yorkshire & Humber region• we work with Business Support agencies and

Professional Associations (e.g. Medilink, British Print Industry Federation/ EBN)

why? what is our raison d’être?• to help companies ‘do business on-line’• to facilitate technology transfer• to encourage the adoption by SMEs of

appropriate ICTs• to deliver value added information to SMEs

in key business sectors (eg medical technology, environmental technology, print & design)

• to aid business competitiveness

what is our value proposition?• independent, impartial and expert advice• business sector knowledge and business

sector focus• expert technical knowledge on new and

leading edge business ICT applications

what is our service definition?• A structured 4 stage process

– stage 1. targeted awareness raising– stage 2. impartial and expert advice– stage 3. practical demonstration– stage 4. provision of WWW services

delivery model

stage 1 - awareness raising

• Case studies that are directly relevant to companies and their market

• useful hints and tips on how to get the most from technology– eg how to choose an ISP, how to use e-mail

to stimulate business, how to make your website more visible

• practical hands on seminars that are business sector focused

e-business

stage 2 - impartial and expert advice• Business Liaison Officers (BLOs) bridge the

gap between business and technology• BLOs visit a client and seek to understand

the– current ICT status of the company– needs of the business– competitive environment– key drivers for implementing technology

stage 2 - impartial and expert advice• an action plan is drawn up with the client

outlining a recommended course of action they should consider:– review business– feasibility study– competitive analysis– budget– technical advice– training plan

stage 2 - impartial and expert advice• jargon is avoided and potential business

benefits are clearly identified• if advanced ICT’s or application

development is required we link directly into the research base

stage 3 - practical demonstrations• telerise has set up a state-of-the-art

demonstration centre that is part of the DTI’s national ISI network

• companies want to see and feel the technology in an environment that is not driven by the hard sell

• the demonstration centre must be flexible and provide a realistic experience

stage 3 - practical demonstrations• we can demonstrate most ICT applications

– video conferencing at various levels– various levels of Internet access (dial up,

ISDN, leased line)– LAN technologies– network modelling– SMS applications– cable terminal devices

demonstration centre

stage 4 - provision of WWW services• content management• information gateways for business sectors• help combat information overload• quality assured information• give companies what they want

stage 4 - provision of WWW services• access to information that is:

– cheaper– easier– faster– better

what next?

• Telerise 2000 phase 2 development• twin track approach to supporting businesses• our objective remains the same• our value proposition remains the same• our business sector focus changes to include

multimedia and hi-tech precision engineering• our service definition changes

telerise advisory services (TAS)• An integrated package of advisory services

are provided to business– the ICT review (TAS1)

• guiding the client through structured a review of their current use of ICT/EDI

– the ICT business application review (TAS2)• identification of specific business processes that

could benefit from the application of ICT

telerise advisory services (TAS)

– the ICT technology review (TAS3) • a review of the potential benefits that could be

realised by implementing one or more ‘enabling’ technologies across you business

– advanced research and technology transfer(TAS4)

• access to knowledge on advanced ICT applications and the research base

TAS process

vantagepoints

• one stop service for individual business sectors who want information from the web

• combats information overload• includes exclusively evaluated information

vantagepoints home page

the essentials

search

search results

update service

specifying a channel

how does it work?

initial results

• Initial results from the phase 1 project include– over 200 SMEs introducing new technology– new jobs created, new business and orders won– improved customer service and better relationships

through the supply chain– innovative ways of working– companies ready for ecommerce– improved technology skills in PBAs– 160,000 visits to the information service

conclusions

• the majority of SMEs recognise the importance of information and communication technologies (ICTs) to their business

• SMEs who do not have in house technical skills or know-how require independent and impartial advice to help them purchase and integrate the right technology

• SMEs are suspicious of computer/technology sales people

conclusions

• they need an honest broker - an organisation that does not sell hardware or software, but that can provide independent expertise

• technology implementation must be driven from the top (i.e. managing director/ board level)

• technology implementation must be combined with relevant training

key drivers to SMEs adopting the Internet (or ICTs)• competitive peer pressure• relevant and accurately targeted case

studies• independent advice on the ‘cost benefit’ of

technology• relevant content on the WWW (that is

timely, has quality and currency)• practical hands on demonstrations

issues that deter SMEs from the Internet and ICTs• lack of understanding - particularly the jargon• the pace at which technology changes• recurrent costs (telephony and ‘total cost of

ownership’• skills• over hype (by global hardware and software

manufacturers)• not understanding the ‘what’s in it for me’

issues that deter SMEs from the Internet and ICTs• concern for the staff time spent using the

WWW for gathering information• changes to work organisation and social

behaviour• bandwidth - or lack of it

any questions?