A reference guide with handy tips that

can help you with your e-business

e-business made

Learn more about

how e-business can
help you with:

> infrastructure
> hardware
> software
> connection
> research
> e-mail
 a reference guide with handy tips that
can help you with your e-business

Information compiled by:

APT Strategies on behalf of Sensis

Edited by Rose Gigliotti, SME and Strategic Alliance Manager, Sensis

Disclaimer:

The material contained in this guide is general only and is not intended as a substitute for legal and/or financial advice on any matter.
No reader should act or fail to act on the basis of this guide. To the maximum extent permitted by law, Sensis disclaims all liability, costs
and expenses incurred by any person in connection with the contents of this report. Due care has been taken in compiling this guide.
However, Sensis does not warrant that the information is current, accurate or complete.

Sensis Pty Ltd is responsible for the conduct of certain activities relating to Yellow Pages®, White Pages®, GoEureka® and Whereis® and
related products and services for Telstra Corporation Limited and is responsible for the conduct of similar activities for CitySearch® products
for CitySearch Australia Pty Ltd and CitySearch Canberra Pty Ltd.

® and ™ - Registered trade mark and trade mark of Telstra Corporation Limited (ABN 33 051 775 556).
CitySearch® and the CitySearch logo are registered trade marks of CitySearch Australia Pty Ltd (ABN 48 076 673 857).

“Looksmart” and “SmartListings” are either registered trade marks or trade marks of Looksmart Ltd in Australia and/or other countries.

© Telstra Corporation Limited 2003 (except where otherwise noted).

Some of the providers listed in this guide provide services to Sensis Pty Ltd.

All prices quoted in this guide are GST inclusive. Where average or indicative prices are quoted, these are based on a limited range of
providers reviewed by Sensis in the process of preparing this Guide.
e-business made
e-business made easy
 foreword

foreword
It is with great pleasure
that I introduce you to
the “e-business made
easy guide” published
by Sensis Pty Ltd. We
have produced this guide
in direct response to
requests from small
to medium enterprises
throughout Australia.

Sensis has an excellent insight into small to medium This guide, therefore, aims to assist SMEs to develop
enterprises (SME) through the delivery of products and their own e-strategies. It provides advice on all facets
services to over 400,000 SME customers. In turn, we of getting on line; developing e-processes to assist
use the knowledge gleaned through our quarterly business growth and subsequently, helping create
survey, the Yellow Pages® Business Index Small and business efficiencies.
Medium Enterprises and our annual survey, the Yellow
Pages® E-Business Report, to track SME sentiment in On behalf of Sensis we hope that you will find this
Australia. This research has been the foundation for guide a helpful resource and we wish you well on
this guide’s contents. your e-business journey.

E-commerce and e-business are becoming increasingly Kind regards

important business tools within the SME market. For
instance, we know through our research that 56% of
SMEs surveyed as part of the 2003 Yellow Pages®
E-Business Report not only have an e-business strategy
in place but have already received a return on their
investment. The report also highlights that the
e-business expectations of 68% of SMEs have Andrew Day
been realised. Chief Executive Officer
Sensis Pty Ltd

® Registered trade mark of Telstra Corporation Limited.

e-business made easy i

 about
this guide
interesting fact
Fifty-six per cent of businesses surveyed identified
that they had already recovered their investment
in e-business, with 22 per cent of businesses that
have recovered their investment achieving a
greater than 50 per cent return on that investment.
Source: 2003 Yellow Pages® E-Business Report

This Sensis e-business

made easy guide aims
to assist Australian
small to medium
enterprises (SMEs)
grow their businesses
via the Internet.

ii e-business made easy

Sensis e-business made guide
As part of the ongoing commitment from Sensis to provide SMEs with access
to up-to-date knowledge about how to improve their online businesses, this
guide aims to provide comprehensive information on the e-business journey,
products and services available to SMEs.

This simple to use reference guide can help your The Sensis e-business made easy guide discusses
businesses find an e-business solution, explain industry-specific e-business categories outlined
how e-business processes work and outline the below:
benefits in an easy to read format. The guide also > Searching the Internet
lists some suppliers throughout Australia and > Speed of Connection - Internet service providers
provides indicative costs of what you can expect > Optimising E-Mail Usage
to pay for each e-business solution. - E-Mail software providers
> Permission-based e-mail marketing
The guide is complete with: - E-Mail marketing software providers
> Building and Managing a Website
> an outline of the online journey - Website development providers
> Content Management Systems
> checklist of what a business needs to be - Content management system providers
equipped for e-business > Website Hosting
- Website hosting service providers
> e-business return on investment calculator > E-Commerce: taking orders online
- E-Commerce software providers
> a glossary of e-business terms > E-Procurement and E-Marketplaces
- Business to Business software providers
> Online Advertising
- Online advertising and marketing providers
> Privacy
- Privacy providers and legal organisations
> Online Security - Anti Virus and Business protection
software providers
> Online Networking
- Collaborative and networking providers
> Business Automation
- Business process and accounting providers
> Electronic customer relationship management
- E-CRM software providers
> Wireless e-business - Wireless solution providers

e-business made
> Legal Considerations - What are individual and
business legal requirements?

e-business made easy iii

 This guide gives you practical insights that you can begin using
immediately in your business. If you would like to download an
electronic copy or view this guide online, please visit the Sensis™
Small Business Centre at http://www.sensis.com.au

Providers in this guide will be revised annually and remember

you can find more e-business providers in the Yellow Pages®
Directory or online at http://www.yellowpages.com.au

iv e-business made easy

Sensis™ e-business made easy guide
Online Journey
The Sensis e-business made easy guide aims to help individuals understand the e-business processes
that await them in their online journey. It also helps provide assistance in the decision-making process
before each step is taken.

Whatever path your online journey is taking, The Sensis e-business made easy guide is designed to
provide a quick and easy roadmap beyond the seven steps detailed in the accompanying diagram.

Business efficiency
benefits increase

E-commerce expectations
68% of all SMEs surveyed indicated that their
expectations for all e-commerce have been met

Online payments
In July 2003, 32% of small businesses and 63% medium businesses
some 49% of all surveyed use the Internet for receiving payment
SMEs surveyed
indicated a Purchasing
potential to 45% of small and 64% of medium businesses surveyed use the Internet
use e-Commerce to make purchases
to sell their products
and services. Advertising
44% of small and 84% of medium businesses surveyed have a web site

Searching for information

82% of SMEs surveyed who are connected to the Internet search for information regularly

E-mail usage
93% of Internet-connected SMEs surveyed are connected to the Internet

Connecting
81% of small and 98% of medium businesses surveyed are connected to the Internet

Source of all statistics: 2003 Yellow Pages® Business Index - Special Report July 2003

e-business made easy v

vi e-business made easy
list of contents
1. Getting started - e-business checklist 1
2. Searching the Internet - surfing the world wide web 5
3. Speed of Connection - Internet service providers 9
4. Optimising Email Usage - Email software providers 15
5. Permission based e-mail marketing - Email marketing software providers 21
6. Building and Managing a Website - Website development providers 27
7. Content Management Systems - Content management system providers 33
8. Website Hosting - Website hosting service providers 39
9. E-commerce: taking orders online - E-commerce software providers 45
10. E-Procurement and e-Marketplaces - Business to Business software providers 51
11. Online Advertising - Online advertising and marketing providers 57
12. Privacy - Privacy providers and legal organisations 63
13. Online Security - Anti-virus and business protection software providers 69
14. Online Networking - Collaborative and networking providers 75
15. Business Automation - Business process and accounting providers 83
16. Electronic customer relationship management - e-CRM software providers 89
17. Wireless e-business - Wireless solution providers 95
18. Legal Considerations - What are individual and business legal requirements? 101
19. Do it yourself e-business analysis 107
20. Glossary of e-business terms 111

e-business made

e-business made easy vii

1. getting started
e-business checklist
getting started - e-business checklist

1.Getting started
e-businesschecklist
For your business to participate in e-business activities, you must have:

1. A computer
2. An operating system, Internet Browser Computer Hardware
and e-mail software
Hardware is the physical aspect, or the
3. An internet connection
equipment and machinery, of the computer.
The following list is provided as a guideline
Specialist computer stores offer dedicated
for minimum hardware components in order
service and advice for small to medium
to conduct e-business efficiently:
businesses. When purchasing a computer and
> Monitor - A clear colour monitor with a
modem, it is important to consider:
resolution of at least 800x600 pixels and
> Brand - Ranging from well-known brands
15 inch size screen
versus cheaper ‘clone’ brands
> Computer processor or CPU -
> Warranty - Length and type of warranty
500MHz or more
such as parts and labour
> RAM or computer memory -
> Installation - May be required for
64MB RAM or more. Typically the more
complicated network configurations, which
RAM, the faster the computer
is usually an additional fee
> Hard drive - 4GB+ hard disk. The larger
> Software - All computers come installed
the hard drive the more information you
with the software you require
can store electronically
> Training - Useful for learning about software
> Mouse
and Internet applications
> Keyboard
> Post sales and technical support - Critical for
> Sound card
network computers
> CD ROM 24x and Floppy disc drive
> Purchasing agreements - You may wish to
> Modem - For Internet connection
discuss leasing or renting through business
finance with your accountant or financial
Optional hardware equipment includes:
expert
> Zip or CDR/W drive - To create back-up files
for important documents
For organisations that have in-house technical
> Network card - Required when linking
support, computer products and add-ons can
several computers to each other through
be purchased direct from the manufacturer.
cables
A manufacturer’s website generally contains
> USB or SCSI connector - Used to connect
specific information on computer parts and
other devices to the computer such as
may rely on good user knowledge.
scanners and digital cameras

“Those parts of the system that you can hit with a hammer are called
hardware; those program instructions that you can only curse at are
called software”. Anonymous

2 e-business made easy

 getting started - e-business checklist

> Project Management - Task scheduling,

Computer Software resource management, tracking and reporting
e.g. MS Project, IMSI
Software is a general term used to describe the kinds of
> Accounting programs - Automates quoting, tracking,
programs required to operate a computer. There are
invoicing, transactions and GST e.g. MYOB and
two types of software, including:
Quicken
> Disk Operating System (DOS) software - Includes
> Graphics design - For publishing artwork and creating
operating systems and any program that supports
imagery e.g. Adobe, Corel
applications software. Some standard systems
> Desktop Publishing - To create professional looking
software includes Microsoft Windows, Apple
marketing and business materials such as catalogues
Macintosh and Linux. Operating systems sometimes
and newsletters e.g. MS Publisher, MicroGraphics
come preloaded on a computer
> Scanner software - Converts paper documents or
> Applications software - Programs designed to perform
images into electronic files e.g. OmniPage, Pagis
specific functions, such as financial accounting
software or word processing. Often you need to
purchase applications software separately. Some Peripherals
standard software applications include:
> Internet browser - Provides a web interface Peripherals are a range of accessories that complement
e.g. MS Explorer, Netscape Navigator computer hardware and software. They include:
> Word Processor - For creating and sharing > Modem - (MOdulator-DEModulator) A device that
documents in print e.g. MS Word, MS Works, allows a computer or terminal to transmit data over
Lotus SmartSuite, Wordperfect a standard telephone line. It converts digital pulses
> Spreadsheet - To perform complex financial from the computer to audio tones that an analogue
formulas and spreadsheets e.g. MS Excel telephone line is set up to handle and vice versa
> E-Mail program - To communicate with > Printer - Basic black and white, and colour. Laser or
employees, customers, suppliers and partners ink jet printer is recommended for businesses
e.g. MS Outlook, Eudora > Digital camera - To capture images that do not need
> Presentation - To create presentation material print processing and that may be used to send
e.g. MS PowerPoint through e-mail or publish on a website
> Database - A set of tools to create and maintain a > Scanner - To upload images or documents to the
database e.g. MS Access, MS Visual FoxPro computer

e-business made easy 3

4 e-business made easy
2. searching
the internet
searching the internet

2.Searching
theinternet
There are many ways to search the Internet. Some search engines include:
The following tips will assist you to search
for information on the Internet. International Search Engines
http://www.google.com
http://www.excite.com
http://www.hotbot.com
What is a http://www.lycos.com
Search Engine? http://www.altavista.com
http://www.aol.com - Search
http://www.msn.com - Search
An Internet search engine
Australian Search Engines
is as an index that allows http://www.goeureka.com.au
users to find information http://www.ninemsn.com.au - Search
http://au.altavista.com
about specific words and http://www.anzwers.com.au
phrases. A search engine http://www.webwombat.com.au
will help you locate
documents, web sites, audio,
video, images, news and
individual words all over
the World Wide Web.

Handy Hint
Use search engines to find out competitor
information. Use online directories from
other countries to find out what businesses
like yours are doing overseas.

6 e-business made easy

 searching the internet

How Boolean likelihood that the document is relevant to the search

request. For example, the Lycos search engine ranks
Logic refines results according to how many times your keywords
appear in their indices of the document and in which
search requests fields they appear (ie. in headers, titles or text). Lycos
also takes into consideration whether the documents
Many, but not all, search engines allow you to use so- that emerge as results are frequently linked to other
called Boolean operators to refine your search request. documents on the World Wide Web, reasoning that if
This term refers to words such as AND, OR, NOT, and the other people consider them important, you should, too.
so-called proximal locators, NEAR and FOLLOWED BY.
In most search engines, you can assign relevance
AND means that all the terms you specify must appear weights to your query terms before conducting a
in the documents, i.e., “picture” AND “frame.” You search. For example, AltaVista has an advanced query
might use this if you wanted to exclude common search form. Although this takes some practice, it essentially
results that would be irrelevant to your query. allows you to have a stronger say in what results will
be returned.
OR means that at least one of the terms you specify
must appear in the documents, i.e., bronchitis, acute OR
chronic. You might use this if you didn’t want to rule
out too many search requests. Web Directories
NOT means that at least one of the terms you specify Web Directories such as Yahoo organise the Internet
must not appear in the documents. You might use this if by dividing it into topics and subtopics. For example:
you anticipated results that would be irrelevant, i.e., Business, Arts, News, Science, Entertainment and
butcher AND grocer, NOT supermarket. Health. Web directories are often used when the user
knows the information fits neatly into an obvious
+ and - Some search engines use the characters + and - subject or category. If you know exactly what subject
instead of Boolean operators to include and exclude you’re searching for, and have a good sense of how to
terms. find your subject within hierarchies of larger subjects,
web directories are a good place to start.
NEAR means that the terms you enter
should be within a certain number of words International Web Directories
of each other. http://www.yahoo.com
http://www.looksmart.com
FOLLOWED BY means that one term must directly follow http://www.askjeeves.com
the other. ADJ, for adjacent, serves the same purpose. http://www.about.com
A search engine that will allow you to search on phrases
uses, essentially, the same method (ie. determining Australian Web Directories
adjacency of keywords). http://www.yellowpages.com.au
http://www.whitepages.com.au
Some search engines consider both the frequency and http://www.looksmart.com.au
the positioning of keywords to determine relevancy, http://www.yahoo.com.au
reasoning that if the keywords appear early in the
document, or in the headers, this increases the

e-business made easy 7

searching the internet

The Goeureka™ site is one Australian search engine at

http://www.goeureka.com.au

Handy Hint
Some search engines provide
advanced search functions.
Click on the advanced search
link to refine your Internet
search which, can improve the
accuracy of returned results.

8 e-business made easy

3. speed of connection
internet service providers
speed of connection - internet service providers

3.Speed of connection
internetservice providers
ISDN - ‘Always On’
Description It is an option worth considering if your area
does not support Asymmetric Digital
An Internet Service Provider (ISP) is an
Subscriber Line. ISDN operates on 64 to 128
organisation that allows you to access Internet
kilobits per second speed modem.
applications including the World Wide Web,
e-mail and chat rooms. There are currently
over 500 ISPs operating in Australia according Broadband - ‘Always On’
to http://www.ISPMatch.com.au. Most ISPs There are three main technologies used to
offer three types of connection, including: deliver broadband:
1. Dial-Up - A narrowband connection that > Cable - The television cable network is
connects to the Internet through a used to connect to the Internet
telephone line, normally through a 28 or > ADSL - The existing telephone wires are
56 kilobytes per second speed modem. used to send information to and from your
2. ISDN - (Integrated Services Digital computer and ISP
Network) is a system of digital phone > Satellite - A satellite dish sends and
connections that allows one line to handle receives signals to your computer
several applications to work at once
(e.g. videoconferencing, facsimile,
telephone and computer).
e-business benefits
3. Broadband - A permanent, high-speed Broadband internet connection is aimed at
connection between your computer and being a very efficient form for conducting
an ISP that does not use a dedicated e-business. It’s benefits can include:
telephone line. > Speed - It is typically 10 to 30 times faster
than dial-up
Features > Access - can provide a constant Internet
connection, thereby avoiding redialling the
connection
Narrowband - ‘Dial-Up’ > Reliability - Does not interfere with your
A dial-up connection is commonly used when existing telephone line and so there are no
there is little requirement for Internet usage drop outs or engaged signals
or downloads. It is an easy way to get online > Functionality - Allows larger download
due to the relative: limits and works easily across multiple
> Cost-effectiveness - There are many applications. Unlike dial-up users,
reasonable rates available broadband users can quickly share large
> Flexibility - Short-term contracts do not lock files (e.g. plans, documents and images)
users in with one company with their associates

Dial-up or Narrowband operates on 14 to

56 kilobits per second speed modem.

10 e-business made easy

 speed of connection - internet service providers

How to select an ISP Pricing

Selecting an ISP Costs
Consider the following points when choosing an ISP: Plan rates vary depending on connection type, contract
> Location - This is relevant if broadband is not available period and additional services offered such as limits.
and for rural dial-up customers who need to consider Downloads are electronic transfers from one storage
long distance call rates device or system like the internet to another e.g. your
> Price - Determine your business needs and look at the computer.
price and service comparison for each plan
> Support - Determine whether technical and 1. Narrowband - ‘Dial-up’
installation support is provided. How is this support Dial-up plans should specify data download limits,
provided? When is it provided? Is there an extra Internet hours, excess download usage charges,
support cost involved? number of e-mail addresses and amount of website
> Other Services - Consider other service offerings that space provided.
may be required, including multiple e-mail accounts,
website name registration, web server hosting and Hourly or Prepaid Plans
e-commerce security Features monthly hour limits and excess usage rates.
Average prices range from approximately
$1 to $17 per month.

Unlimited Plans
Price per month based on packages offering
unlimited hours, e-mail address, download limits
and website space.
Average prices range from approximately
$15 to $35 per month.

Dedicated Modems
Several companies offer dedicated modem accounts.
These plans provide constant, unlimited access to the
Internet via dial-up.
Prices can start from $200 plus set up fees and average
costs range upwards from $75 per month.
Handy Hint
Read your contract carefully. Look out for additional charges including extra
download time, installations fees, account set up charges, early contract
termination charges, technical support fees and other hidden charges that
may be part of the ISP plan. Read the fine print and don’t be afraid to ask
questions and check the information provided on the ISP’s website.

e-business made easy 11

speed of connection - internet service providers

2. ISDN - ‘Always On’ Look out for: Wireless Fidelity (WiFi)

Prices can start from a $300 set up fee and This is an emerging technology that ISP’s
$40 per month access fees. Other charges are increasingly deploying to overcome the
may include conversion fee from an existing expense and other obstacles associated with
standard telephone service. other last-mile technologies in Australia.
WiFi provides access to the Internet at
2. Broadband - ‘Always On’ broadband speeds.
Cable
Price per month is usually based on package
offering monthly access fee, download limits
and minimum contract period. Additional
charges often include a one off installation
fee. Other charges may include early
termination charge, monthly account
processing fee and late payment charges.
Average prices can range anywhere between
$50 to $300 per month.
One off installation fees can range between
$200 to $450 (one off charge).

ADSL
Price may include e-mail address and
website space.
Average prices range between $45 to $250
per month.
Installation fees range from $120 (hourly or
one-off fee).
Other fees may include set up costs and
connection fees (USB, Ethernet or own
modem).

Satellite (or Wireless Internet)

Prices can range from approximately
$40 a month. Hardware charges can be over
$300 and installation from $200 in city
areas to over $2000 for remote areas.

12 e-business made easy

 speed of connection - internet service providers

Dynamite Internet (ACT)

Selected Providers 26-28 Winchcombe Court
Mitchell, ACT 2911
Telstra Bigpond (Australia Wide)
Telephone: (02) 6242 4000
Ph: 131282
Facsimile: (02) 6242 4114
E-Mail: [email protected]
E-Mail: [email protected]
Website: http://www.bigpond.com
Website: http://www.dynamite.com.au
TPG Internet (NSW)
Internet Tasmania (TAS)
65 Waterloo Road
53 Joffre Street
North Ryde, NSW 2113
Mowbray, TAS 7248
Telephone: (02) 9850 0888
Telephone: 1300 13 10 13
E-Mail: [email protected]
Facsimile: (03) 6326 5862
Website: http://www.tpg.com.au
E-Mail: [email protected]
Website: http://www.intas.net.au
Pacific Internet (VIC)
Level 1, 1 Southbank Boulevard
Down Under Internet Services (NT)
Southbank, VIC 3000
7/17 Duke Street
Telephone: 1300 555 075
Stuart Park, NT 0820
Facsimile: 1300 555 072
Telephone: 1300 888 NET
Website: http://www.pacific.net.au
Facsimile: (08) 8941 4445
E-Mail: [email protected]
Mercury Connect (QLD)
Website: http://www.downunder.net.au
17/ 344 Queen Street
Brisbane, QLD 4000
Telephone: 1300 665 166
E-Mail: [email protected]
Website: http://www.mercuryconnect.com.au
Yellow Pages®
Chariot netconnect (SA)
PO Box 1046 References
Unley, SA 5061
For further information, please see the
Telephone: (08) 8291 8800
following category headings in your local
Facsimile: (08) 8291 8811
Yellow Pages® directory or at
E-Mail: [email protected]
http://www.yellowpages.com.au
Website: http://www.chariot.com.au
Category Headings:
iiNet Limited (WA)
Internet Access Providers
Level 9, Qv1, 250 St Georges Terrace
Computer On-Line Service Providers
Perth WA 7000
Internet Web Services
Telephone: (08) 9214 2207
Facsimile: (08) 9214 2211
Website: http://www.iinet.net.au

e-business made easy 13

speed of connection - internet service providers

The Telstra BigPond™ Solution Provider allows you to determine

what type of connection you require at http://www.bigpond.com

ISP Match assists users to locate an Australian ISP in their region and includes the Internet
Traffic Report as well as an ISP rating facility. See: http://www.ispmatch.com.au

14 e-business made easy

4. optimising
e-mail usage
optimising e-mail usage

4. Optimising
e-mailusage
> Folders - Messages can be organised and
Description maintained in folders and sub-folders
> Attachments - Attachments include
E-Mail, or electronic mail, is mail that is
documents, graphics and software that are
electronically transmitted by a computer.
sent via e-mail. Attachments can be saved,
Linked by high-speed data connections that
added and deleted
create a global network, e-mail allows an
> Calendar - This is useful for scheduling
individual to compose messages and transmit
appointments, initiating meetings and
them to one or more recipients anywhere in
creating to-do lists
the world. The connection to e-mail is
> Trash folder - For permanently disposing
enabled via an Internet Service Provider (ISP).
e-mails or reviving deleted messages
E-Mail is the most commonly used Internet
> Other options - Include creating the
application, with 78% of Internet connected
sender’s signature, a ‘Carbon Copy ‘ option
small and medium businesses surveyed citing
and e-mail forwarding options
e-mail as essential for their business
(Source: 2003 Yellow Pages® E-Business
Report). Benefits
Features E-Mail can offer enormous business
advantages because it can be:
> Instant - Can make communication more
E-Mail has become an integral part of
immediate and conversational than
everyday business operations. It is a popular
paper-based mail
method for contacting employees, suppliers
> Readily available - Through a computer and
and customers. It provides useful features
Internet connection. For those who don’t
including:
own a computer, free e-mail accounts are
> Message composition - A window template
readily available as detailed below
where a message is written. It can then be
> Inexpensive - E-Mail costs can be
sent, saved as draft, copied to others,
incorporated into the connection fee to an
included with attachments, spell checked
Internet Service Provider by including
and addressed to a new person or a contact
unlimited e-mails as part of the service
from an internal address book
> Accessible - By extending communication
> Address book - Where an e-mail address
channels to reach people within Australia
and contact information of an organisation
and overseas
or individual can be added, modified or
edited

Interesting Fact
93% of small and medium businesses surveyed in Australia that have their
computers connected to the Internet use e-mail. Source: 2003 Yellow Pages E-Business Report ®

16 e-business made easy

 optimising e-mail usage

Handy Hints How to download and use

Five tips for using e-mail: an e-mail application
1. Be wary of e-mail scams, especially To commence e-mailing, you will need a computer, an
Internet connection, an e-mail account and an e-mail
from unidentified senders requesting program. There are two types of e-mail programs
money. Websites such as Urban Legend including:
(http://www.urbanlegends.com) list
1. Free accounts - A free e-mail account where all
common Internet hoaxes. messages are stored on a remote server (e.g.
2. Do not forward e-mail virus warnings currently Hotmail, Yahoo). The limitations in utilising
free accounts for business use are that they may not
to everyone on a contact list. These be secure, delays may be experienced, they cannot
warnings may be viruses themselves. be networked to multiple computers and there are
limits on account size.
3. When sending e-mail, do not type in
capital letters as this implies you are Streamlined solutions
‘screaming’ at your recipient. GetMail is a service offered by Telstra that allows
e-mails to be collected from other e-mail accounts
4. Do not respond to unsolicited or junk (e.g. work and home) and accessed via a telstra.com
WebMail account. E-Mails can be read online at the
e-mail even if you wish to unsubscribe Telstra website or downloaded to a PC if the customer
from it. Any type of response may has a Telstra BigPond e-mail account. GetMail is a free
encourage further junk e-mail being service with standard Internet connection charges.
See http://www.telstra.com.au
sent.
5. Maintain and update anti-virus 2. Commercial and shareware programs - A stand-alone
or Internet browser-based e-mail program such as
software. Most viruses spread in the Netscape, Eudora and Microsoft Outlook have
form of an e-mail attachment. connection fees and monthly charges detailed on
(See: ‘Online Security’ section). the next page.

e-business made easy 17

optimising e-mail usage

Setting up an e-mail account is simple and

straightforward: Pricing
> Step 1. Choose a suitable e-mail software
Prices for e-mail software programs vary, but
provider - This can be determined by your
remember that free and commercial web-
estimated e-mail usage, number of e-mail
based e-mail accounts incur standard Internet
users within the business environment,
dial-up connection and call charges.
security support and the requirement for
enhanced features. E-Mail features
The following packages serve only as guide.
may include:
To obtain further product and pricing
> Enabling multiple e-mail accounts
information to specific business needs, contact
> Viewing via an Internet browser
a relevant computer software provider as
> Multi-level folders and filing
indicated in the section below.
> Spell checking
> Signature files
> Search function 1. Micro Businesses (1 to 4 employees)
> Importing and exporting database files > Netscape Mail - Free: requires the
> Extended address book features Netscape Navigator browser to be
> Step 2. Install software - Install the downloaded
e-mail software onto your computer. > Outlook Express - Free: Microsoft Outlook
> Step 3. Set up an e-mail account - the is the e-mail client software that is part
Internet Service Provider (ISP) usually sets of Microsoft Office
up password, e-mail address and username. > Telstra WebMail - Free: Provides a free
Mail server information, which enables the WebMail account when registering on the
transmission of incoming and outgoing Telstra website
mail, is also provided by the ISP.
> Step 4. Begin using the software - Most 2. Small businesses (5 to 19 employees)
software programs are easy to use and > Eudora - Approximately $160 for
offer support features software and $100 per user licence.
Volume licensing may be required for
5 or more users
> Microsoft Outlook - as detailed below
> Eudora - As detailed above
Handy Hint
A signature file is a simple and effective way of providing contact details for customers,
partners and suppliers. It is automatically included at the base of each new e-mail and is
an easy way for the recipient to access your details. To create a personal signature file on
Microsoft Outlook, follow these prompts:
> Go to Tools > Options
> Select ‘Mail Formats’ index
> Click on ‘Signature Picker’
> Choose ‘New’ signature and provide a name
> Write your signature file

18 e-business made easy

 optimising e-mail usage

3. Medium Businesses (20 to 99 employees) E-mail software specialists:

> Microsoft Outlook - Can be purchased Netscape
individually or as part of Microsoft Office XP: http://www.netscape.com
> Individual - Approximately $230
> XP - Approximately $1,000 for new software Eudora
and $530 for the upgrade Contact a nearby computer software provider (see
> Open Licensing - Licensing is available for ‘Nationwide computer software providers’ above)
5 or more users within an organisation. http://www.eudora.com
It can provide reductions of up to 25% off the
retail price Outlook Express
http://www.microsoft.com/windows/ie
Selected Providers Microsoft
1 Epping Road
North Ryde, NSW 2113
Nationwide computer software providers: Telephone: 13 20 58
Refer to the Yellow Pages® directory to locate the Facsimile: (02) 9870 2466
nearest store: Website: http://www.microsoft.com/australia

Harvey Norman Microsoft Outlook

Dick Smith Electronics Contact a nearby computer software
Officeworks provider (see ‘Nationwide computer
Telstra Shop software providers’ above)
Harris Technology 1 Epping Road
North Ryde, NSW 2113
Web-based e-mail providers: Telephone: 13 20 58
Hotmail Facsimile: (02) 9870 2466
http://www.hotmail.com Website: http://www.microsoft.com/office/outlook
Yahoo
http://mail.yahoo.com

Telstra WebMail
Telephone: 1800 266 000 Yellow Pages®
http://www.telstra.com.au
References
For further information, please see the
following category headings in a local
Yellow Pages® directory or at
http://www.yellowpages.com.au

Category Headings:
Computer On-Line Service Providers
Internet Web Services
Computer Software Packages

e-business made easy 19

optimising e-mail usage

Telstra offers a free WebMail service when registering on

their website at http://telstra.com/tcoma/WebMail

Eudora provides step-by-step instructions on how to download

and install e-mail over the Internet at http://www.eudora.com

20 e-business made easy

5. permission based
e-mail marketing
permission based e-mail marketing

5. permission based
e-mailmarketing
Description Features
Permission based e-mail marketing, also Specific e-mail software programs allow
known as opt-in e-mail marketing, is an organisations to participate in permission
e-mail direct marketing technique that marketing. The software features include:
requires the consent of the recipient prior to > Campaign creation - plain text or HTML
sending e-mails. It creates a highly targeted message templates can be designed in a
audience who receive e-mails only on topics format that appeals to the target audience.
specifically requested. The premise of Plain text guarantees a message will be
permission based e-mail marketing is that readable to viewers whilst HTML is
it is anticipated, personal and relevant, becoming more popular due to its colour,
making it one of the most effective and graphics and branding appeal
affordable forms of online promotion and > Personalisation - Customised content (text
communication. In addition, permission and graphics), including subject line, sender
based e-mail marketing is becoming popular name, recipient name and reply to address
in response to negative feedback to Internet > Subscription monitoring - Allows customers
junk mail. to automatically add or remove themselves
from a list and filters out returned mail
from redundant addresses
> Tracking - Provides reports and analysis for
each campaign enabling users to measure
their return on investment

More enhanced features offered by permission

e-mail software providers include:
> E-Mail campaign and strategy planning
> Contact list acquisition tools e.g. viral
marketing (‘Tell a friend’ function on an
e-mail), surveys, competitions and
electronic newsletters
> Automatic database updates
> Customer profile details and follow
up surveys
> Automated responses to customer enquiries

Handy Hint
Interactive and graphic-oriented e-mails may get two to three times
the response rates of plain text e-mail. Recipients using web-based
mail such as Hotmail or Yahoo are also able to read HTML messages.

22 e-business made easy

 permission based e-mail marketing

Benefits How to begin a

The advantages of permission based e-mail marketing permission based e-mail
are vast and measurable:
> Higher response rates - The audience expects to marketing campaign
receive e-mail from the organisation which ensures
higher response rates compared to unsolicited e-mail Permission based e-mail marketing utilises:
> Privacy laws - Permission based e-mail marketing > An e-mail software program installed or
must comply with Internet privacy laws by obtaining downloaded on to a computer, or
customer consent and providing opt-out mechanisms > E-Mail marketing services provider via an
for removal of names from the electronic mailing list Application Service Provider.
> Additional revenue stream - It provides organisations
an opportunity to up-sell and cross-sell products and What is an ASP?
or services An Application Services Provider (ASP) allows an
> Cost-effective - Permission based e-mail marketing organisation to rent software applications for a fee.
significantly reduces paper, printing and postage costs These third-party suppliers manage and distribute
> Instant Communication - More immediate than software-based services and solutions from a central
traditional ‘snail mail’ marketing techniques data centre to customers in exchange for monthly fees.
> Integrated database - More information is collected
about prospective and existing customer requirements
> Quality Assurance - It can provide valuable feedback
that may lead to product and service improvements
across the organisation

Direct marketing - Industry guidelines

The Australian Direct Marketing Association has
developed a code of practice that is aimed to minimise
the risk of member associations breaching privacy laws
and to ensure customers make informed and confident
choices on products and or services. The guidelines are
available from:
http://www.adma.com.au/consumer/codeOfPractice.htm

e-business made easy 23

permission based e-mail marketing

To launch an e-mail marketing program,

follow these steps: Pricing
> Contact List Management - Contact lists
Costs for permission based e-mail marketing
can be created by segmenting the database
vary depending on the e-mail format and size,
into lists of customers, distributors,
the quantity of recipients, the level of
investors, subscriber and employees or by
reporting and additional services required.
specific products. Many organisations place
a registration form on their website or offer
Prices can be set as:
a service (e.g. newsletter) in exchange for
1. A set-up fee or cost per month fee
the visitor’s e-mail address
2. Fee per e-mail sent
> Create a template - Customer-specific
3. A combination of cost per month and
templates can be built to clearly convey
per e-mail sent
the message
> HTML and Text message editor -
A program which creates personal and For Small businesses
customised messages (0 to 19 employees)
> Campaign scheduling - Distribute > Monthly fees: Range from approximately
e-mail campaigns at a convenient time $10 to $30 per month
for the recipient > Set up fees: Range from approximately
> Reporting - Evaluate the effectiveness of $250 to $500
each campaign and monitor the number > Price per e-mail: Range from approximately
of e-mails sent, e-mails opened, click- $0.04 to $0.25 for a list of up to 1,000
through rates, product purchase rates subscribers
and opt-in and opt-out details
For Medium sized businesses
(20 to 99 employees)
Handy Hint > Monthly fees: Range from approximately
$50 to $100 per month
For e-mail marketing > Set up fees: Range from approximately
software, mail servers, $250 to $600
> Price per e-mail: Range from approximately
e-mail client software, $0.01 to $0.15 for a list of up to 40,000
e-mail notification, spam subscribers

filtering software, bulk E-Mail software programs can be downloaded

e-mail software, and other from the Internet from approximately $100.

related e-mail software,

visit: http://www.email-software.org

24 e-business made easy

 permission based e-mail marketing

Webcentral (QLD)
Selected Providers Level 5, 100 Wickham Street
Fortitude Valley, QLD 4006
Downloadable software programs: Telephone: 1800 800 099
Deerfield VisNetic MailCast Facsimile: 1800 640 098
http://www.deerfieldau.com.au E-Mail: [email protected]
Website: http://www.webcentral.com.au
Fairlogic Systems - Worldcast
http://www.fairlogic.com Empire Ridge (SA)
PO Box 2083
E-Mail marketing service providers: Kent Town, SA 5067
Doubleclick Australia (Nationwide) Telephone: (08) 8363 3334
Telephone: (02) 9006 3310 Facsimile: (08) 8363 3383
E-mail: [email protected] E-Mail: [email protected]
Website: http://www.doubleclick.net Website: http://www.empireridge.com

Returnity Pty. Ltd. (NSW) Ilisys Internet (WA)

PO Box R754 PO Box 1488
Royal Exchange NSW 1225 West Perth, WA 6872
Telephone: (02) 8213 3000 Telephone: 1 800 999 618
Facsimile: (02) 8213 3030 Facsimile: (08) 9226 5633
E-Mail: [email protected] E-Mail: [email protected]
Website: http://www.returnity.com.au Website: http://www.ilisys.com.au

eCRM Group (NSW)

Level 7, 83 Mount Street
North Sydney, NSW 2060
Telephone: (02) 9954 6333
Facsimile: (02) 9964 0133
Website: http://www.ecrm.com.au Yellow Pages®
Citrus Engage (VIC)
Level 5, 100 Albert Road
References
South Melbourne, Victoria 3205 For further information, please see the
Telephone: (03) 9681 5333 following category headings in your
Facsimile: (03) 9682 5586 local Yellow Pages®
Website: http://www.citrusengage.com.au directory or at http://www.yellowpages.com.au

Marketing eServices (VIC) Category Headings:

Level 9, Building 3, 6 Riverside Quay Internet Web Services
Southbank, VIC 3006
Telephone: (03) 8606 3300
Facsimile: (03) 9682 9769
E-Mail: [email protected]
Website: http://www.eservices.com.au

e-business made easy 25

permission based e-mail marketing

An e-mail solutions provider can provide the following reporting

results information to help monitor the e-mail campaign.
Example only:

Dynamic Mail Communicator offers standard mail-out features including

mailing list, schedular and mail account at http://www.optinemailer.com

26 e-business made easy

6. building and
managing a website
building and managing a website

6. Building and
managinga website
> asn.au - Available for associations, including
Description political parties, industry bodies and
sporting groups
A website is a related collection of web
> co.uk and co.nz - Two level domains that
pages on the Internet, comprising files that
correspond to a country, territory or other
are organised into a hierarchy. Each file, or
geographic location (e.g. .uk and .nz refer
document, contains a combination of graphics,
to England and New Zealand respectively)
text, audio, video and other dynamic or
static material that appears as digital
How to chose a domain name
information on a computer screen. A website
> Determine which geographical market your
is most commonly used as a communication
organisation is trying to reach
medium and can be accessed by using a
> Decide whether your organisation meets
search engine or simply typing in a website
the rules and regulations for a domain
address or domain name, such as
An organisation can register multiple domain
www.mycompany.com.au, into an Internet
names for one website. New domains are also
browser.
becoming readily available e.g...name, .biz
and .info.
Features
Domain Names Benefits
A domain name is an address for a specific
A website is a dynamic way to reach new and
website and is the text name corresponding to
existing clients on a local, national and global
the numeric address of a computer on the
scale.
Internet. It consists of an organisation or
brand name and a suffix, which usually
A carefully constructed and targeted website
denotes the type of organisation and/or its
can attract the right users and may therefore
geographic location. These include:
> .com - Top-level, International commercial demonstrate the following benefits:
> Visual display - Showcase of products and
domain typically representing an
services to potential customers
organisation seeking a global identity
> Sales - Generate additional revenue through
> com.au or net.au - For Australian
prospects and online sales transactions
commercial entities or businesses wanting
> Information - Provide further information to
to reach the Australian market. To be
existing customers
allowed a .com.au or .net.au domain
> Enhanced service - By providing an
name the business must be a registered
additional contact method for customers
Australian business

Interesting Fact
44% of small businesses and 84% of medium sized businesses
surveyed in Australia, own a website. Source: 2003 Yellow Pages E-Business Report
®

28 e-business made easy

 building and managing a website

> Reduction in costs - Reducing paperwork, Different organisations offer a range of the above
administration by disseminating marketing services. There are various types of website building
information online e.g. brochures services available:
> Access - Delivering current and relevant information > Free websites - Several providers offer free, template-
to staff, suppliers and buyers driven websites. However, these services are
> Promotion - High visibility of the web address on generally limited in function, size, scope and identity
stationery and other promotional material will e.g. a domain name will sit under a parent site such
increase website awareness as Yahoo (www.yahoo.com/mycompany)
> Template driven websites - Allow users to select from
How to build a website a prescribed set of templates and graphics
> Custom made websites - Tailor made based on an
Follow these simple steps when developing a website: organisation’s specific needs
1. Prepare files - Collect the information, images, logos
and pictures in an electronic format
2. Develop - Find a suitable web development provider Pricing
or purchase software that allows you to build a
The cost to build a website can range anywhere from
website
$500 to $3,000,000, depending on the number of web
3. Host - Select a web hosting provider that will host
pages and its level of sophistication.
your website (See section ‘Hosting a Website’)
4. Register - Register your organisation domain name
Organisations can expect to pay:
(e.g. www.mybusiness.com.au)
Small Businesses (1 to19 employees):
How to register Approximately $500 to $1,500 for a basic website
a domain name Medium Businesses (20 to 99 employees):
When registering a domain name you will need to Approximately $5,000 to $8,000 for a basic website
check the availability of your chosen domain. You can
do this by visiting a net registry agency such as Domain name registration can cost $85 to $170,
melbourneit.com.au or networksolutions.com, where an ongoing cost that must be renewed every year.
if your domain is available you can proceed to register it.

Handy Hint
There are products that allow you to develop a website in-house. You
can create, manage and maintain a professional business website with one
of these software packages. To buy, or learn more about web development
products, call your local computer retail outlet or visit:
http://www.microsoft.com/frontpage
http://www.macromedia.com/software/dreamweaver
http://www.sensiswebworks.com.au
e-business made easy 29
building and managing a website

Alphawest (WA)
Selected Providers Level 10, QV1 Building, 250 St Georges Terrace
Perth, WA 6000
Domain Name Registration: Telephone: (08) 9429 6000
Network Solutions Facsimile: (08) 9429 6030
networksolutions.com E-Mail: [email protected]
Website: http://www.alphawest.com.au
MelbourneIT
Level 2, 120 King Street Cre8ive (ACT)
Melbourne Victoria 3000 Level 4, 221 London Court
Telephone: 1300 654 677 Canberra, ACT 2601
Facsimile: (03) 9620 2388 Telephone: (02) 6262 6475
Website: http://www.melbourneit.com.au Facsimile: (02) 6262 6784
E-Mail: [email protected]
Website building software suppliers: Website: http://www.cre8ive.com.au
Harvey Norman Crank Media (TAS)
Refer to the Yellow Pages to locate the store Level 3, City Mill Building, 11 Morrison Street
nearest you Hobart, TAS 7000
Telephone: (03) 6224 4188
Specialist Web Developers: Facsimile: (03) 6224 4141
Template Central (NSW) E-Mail: [email protected]
Suite 2/10 O’Connell Street Website: http://www.crankmedia.com.au
Newtown, NSW 2042 Wicked Webs (NT)
Telephone: (02) 9565 2400 P.O. Box 287, Noonamah
Facsimile: (02) 9565 2477 Northern Territory 0837
E-Mail: [email protected] Telephone: 08 8945 0657
Website: http://www.templatecentral.com E-Mail: [email protected]
Sensis WebWorks™ Solutions (VIC) Website: http://www.wickedwebs.com.au
181 Victoria Parade
Collingwood, VIC 3066
Telephone: 1800 001 852
Yellow Pages®
Website: http://www.sensiswebworks.com.au References
Webcentral (QLD)
For further information, please see the
Level 5, 100 Wickham Street
following category headings in your local
Fortitude Valley, QLD 4006
Yellow Pages® directory or at
Telephone: 1800 800 099
http://www.yellowpages.com.au
Facsimile: 1800 640 098
E-Mail: [email protected]
Category Headings:
Website: http://www.webcentral.com.au
Internet Web Services
NetConstructs Internet Development (SA) Internet Access Providers
Level 9, Qantas House, 144 North Terrace Computer On-Line Service Providers
Adelaide SA, 5000 Designers Graphic
Telephone: (08) 8212 6400 Multimedia Services
Facsimile: (08) 8212 6433
E-Mail: [email protected]
Website: www.netconstructs.com

30 e-business made easy

 building and managing a website

Sensis Webworks™ provides a vast selection of templates

to choose from at http://www.sensiswebworks.com.au

Macromedia offers web-building solutions for small

businesses at http://www.macromedia.com

e-business made easy 31

building and managing a website

Yahoo has maintained its well-known page builder application,

which is free for members at http://help.yahoo.com

32 e-business made easy

7. content
management systems
content management systems

7. Content
managementsystems
Description Benefits
A Content Management System (CMS) is a A Content Management System can provide
software package that allows you to create numerous benefits for small and medium
and maintain content on a website. It sized businesses:
provides a set of rules, tools or templates for > Access - CMS tools use an Internet browser
creating, editing and publishing the pages and allowing anywhere, anytime access
directories that make up a website. This can > Accountability - Access is limited to the
provide flexibility and cost effectiveness, while authorised users with content sign-off
still having technical support from the CMS functionality, an important editing step
provider or vendor. before content is published
> Speed - Updates can be written, edited and
Features published quickly by an authorised user
within an organisation. This can reduce
time delays between yourself and an
Features of a CMS include:
external provider
> Web-based publishing - Enables the use of
> Consistency - A prescribed set of templates
standard templates to add or change
(design, layout, font) that will ensure the
content on the website
content is consistent across website
> Format Conversion - The ability to upload
sections
images, documents, catalogues and
> Reduced costs - If content is updated
scanned material onto the website
regularly, a content management system
> Control - Monitors changes made to files by
can help reduce website maintenance costs
individuals and retrieves information when
> Minimal technical abilities - Users without
searched on an indexed system
technical experience can manage and
update content on the website

Handy Hint
Weft Web demonstrates CMS applications by allowing users to make
changes on a sample website and view the published content.
http://www.weftweb.net

34 e-business made easy

 content management systems

How to choose a content Pricing

management system Prices for a CMS can include the set-up fees and an
annual hosting fee:
Two factors need to be considered:
> Organisation’s size and geographic dispersion > Small Businesses (1 to 19 employees):
> Diversity of the electronic data forms used within From approximately $1000+
an organisation
(e.g. text documents, graphics, audio and video) > Medium Businesses (20 to 99 employees):
From approximately $10,000+
A CMS may not be required if most of these points
are valid: Additional fees may be included for artwork,
> Small, static website - The website is small and is not design and ongoing technical support.
updated frequently in content or structure
> Autonomous website - There is no need for
integration of content between the website and other
channels, including retail outlets, call centres and
e-mail newsletters

The enclosed diagram illustrates how a Content

Management System works, which includes:
1. Setting up - The Content Management System is
delivered through the Internet
2. Editing content - Content is added, modified, updated
and deleted by your organisation’s web content editor.
This is done on a template that has already been
created for the organisation
3. Publishing - Website managers determine where
content is published (to a live web server or to a
staging server) which the content management
system delivers

E-Business objectives should be reviewed and content

management requirements considered before obtaining
service and cost estimates from software vendors.

Handy Hint
Step Two Designs is an independent, vendor-neutral content management
consultancy. For a comprehensive list of content management software
vendors in Australia, please visit: http://www.steptwo.com.au

e-business made easy 35

content management systems

HarvestRoad (WA)
Selected Providers Suite 5, 10 William Street
Perth, WA 6000
GravityMax (NSW)
Telephone: (08) 9336 3000
Level 1, 36-38 Wattle Road
Facsimile: (08) 9338 3099
Brookvale, NSW 2100
E-Mail: [email protected]
Telephone: (02) 9938 9400
Website: http://www.harvestroad.com.au
Facsimile: (02) 9475 0880
E-Mail: [email protected]
Cre8ive (ACT)
Website: http://www.gravitymax.com.au
Level 4, 221 London Court
Canberra, ACT 2601
3rdMill (NSW)
Telephone: (02) 6262 6475
Suite 4, 25 Oxford Street
Facsimile: (02) 6262 6784
Epping, NSW 2121
E-Mail: [email protected]
Telephone: (02) 9869 5888
Website: http://www.cre8ive.com.au
Facsimile: (02) 9869 5889
E-Mail: [email protected]
Website: http://www.3rdmill.com.au

Indigoe (VIC)
Level 1, 425 High Street
Kew, VIC 3101
Telephone: (03) 9855 0223
Facsimile: (03) 9853 9947
E-Mail: [email protected]
Website: http://indigoe.com.au/

Areeba (VIC)
Level 19, 114 William Street
Melbourne, Vic 3000
Telephone: (03) 9642 5553 Yellow Pages®
Facsimile: (03) 9642 1335
E-Mail: [email protected] References
Website: http://www.areeba.com.au
For further information, please see the
Digicon (QLD) following category headings in your local
86 Macgregor Terrace Yellow Pages® directory or at
Bardon, QLD 4065 http://www.yellowpages.com.au
Telephone: (07) 3367 2000
Facsimile: (07) 3367 2003 Category Headings:
E-Mail: [email protected] Designers - Graphic
Website: www.digicon.aom.au Multimedia Services
Computer On-Line Service Providers

36 e-business made easy

 content management systems

This diagram shows how Content Management Systems can work:

ie. Content Creation q Content Management q Content Delivery

(Webpages)

Content Management System

Content
Management
Application
q q
(CMA)
Web Pages

Content
q Delivery q
Content and Application
Metacontent (CDA)
Repository
Metacontent
Management
Application
q q
(MMA)

Back-End Front-End

e-business made easy 37

content management systems

For a comprehensive list of content management software vendors

in Australia, please visit: http://www.steptwo.com.au

38 e-business made easy

8. website
hosting
website hosting

8. Website
hosting
Description Features and Benefits
A web hosting provider houses, stores and Web hosting is required for any organisation
maintains website files on their computer wishing to display a website. Suitable web
servers in return for a monthly or yearly fee. hosting providers should offer these features:
> Security - To ensure a website is secure and
While hosting your own web site may seem not damaged by hackers or a security
simple, the technical and physical challenges breach
created by the need to keep the web site > Reliability - To guarantee a website
‘always open’ demand a professional solution. is always accessible and remains
uninterrupted by power failures and
server faults
> Speed - To provide a website that is quick
to appear on users’ computers worldwide
> Data Storage - Stores website files and any
associated files and databases as well as
maintain regular back-ups of all files
> Data Feedback - To provide the website
owner access to real-time website traffic
statistics
> Support - To answer questions and solve
technical problems via telephone and/or
e-mail support centre
> Advanced Solutions - To provide a full range
of solutions, including e-commerce, secure
servers and database hosting
> Other Services - To perform related tasks
such as registering website addresses and
the provision of multiple e-mail addresses
to organisations

40 e-business made easy

 website hosting

How to host a website Pricing

Web hosting providers can offer multiple pricing plans Web hosting fees can include a fixed set up fee
designed to suit the particular needs of the website and a monthly fee from:
owner. The following steps will assist when deciding on
an appropriate web hosting solution for your Small businesses (5 to 19 employees)
organisation: Approximately $10 to $50 per month
> Select an Internet Service Provider or a
web hosting specialist. Most major ISPs provide web Medium Businesses (20 to 99 employees)
hosting services to their clients. Many will offer a free Approximately $50 to $80 per month
hosting service to Internet access account holders,
although these services are often for personal use It is important to be aware that fees may depend on
only. (Refer to the section, ‘Speed of Connection’) how large the website is, its function (e.g. e-commerce
and other database-driven sites will incur higher hosting
Web hosting organisations - There are a number of charges) and how many people will browse through
companies that specialise in website hosting. Although the website.
these companies are largely located in capital cities,
many services regional areas. Once the web site hosting
provider is selected, follow these steps:
> Upload - The website is uploaded to the web hosting
centre. If the website is developed internally, ask
how the content can be uploaded directly
> Test - The website needs to be tested to ensure that
it is viewable on different computers and through
different connection speeds. This should be done
both prior to, and after uploading the website to the
web server
> Review - View website statistics provided by the
web hosting organisation to monitor visits and usage

Handy Hint
File Transfer Protocol (FTP) is one of the standard methods for transferring
files between different computer systems on the Internet. An FTP
application program will be used when uploading files from web
development software (e.g. Macromedia Dreamweaver or Microsoft
FrontPage) to the web-hosting centre.
e-business made easy 41
website hosting

Netsite (ACT)
Selected Providers P.O. Box 2522
Orange NSW 2800
All major ISPs
Telephone: (02) 6285 6140
(refer to section ‘Speed of Connection -
Facsimile: (02) 6361 2434
Internet Service Provider’)
E-Mail: [email protected]
Website: http://www.netsite.com.au
Web Hosting Specialists:
NetRegistry (NSW) Tas Access (TAS)
97 Rose Street 1st Floor, 29 Elizabeth Street
Chippendale, NSW 2008 Hobart, TAS 7000
Telephone: (02) 9699 6099 Telephone: 1300 655 607
Facsimile: (02) 9699 6088 Facsimile: 03 6236 9547
E-Mail: http://www.netregistry.com.au E-Mail: [email protected]
Website: http://www.tassie.net.au
Ozhosting (VIC)
Level 1, 650 Church Street
Richmond, VIC 3121
Telephone: 1300 553 737
Facsimile: (03) 8415 9100
E-Mail: [email protected]
Website: http://www.ozhosting.com

Webcentral (QLD)
Level 5, 100 Wickham Street
Fortitude Valley, QLD 4006
Telephone: 1800 800 099
Facsimile: 1800 640 098
E-Mail: [email protected]
Website: http://www.webcentral.com.au
Yellow Pages®
Secure eHost (SA)
PO Box 751
References
Gawler, SA 5118 For further information, please see
Telephone: 08 8536 4924 the following category headings in your
Facsimile: 08 8536 3590 local Yellow Pages® directory or at
Website: http://www.ehost.com.au http://www.yellowpages.com.au
Up ‘n’ Away Net Solutions (WA) Category Headings:
79 Canning Hwy Internet Web Services
South Perth, WA 6151 Computer On-Line Service Providers
Telephone: (08) 9367 9088 Internet Access Providers
Facsimile: (08) 9367 9488
E-Mail: [email protected]
Website: www.upnaway.com

42 e-business made easy

 website hosting

NetRegistry is a popular web hosting services provider.

See http://www.web-hosting.netregistry.com.au

Secure eHost, a local South Australian company, provides a

sophisticated range of web services including design, hosting
and e-commerce. See http://www.ehost.com.au

e-business made easy 43

44 e-business made easy
9. e-commerce -
taking orders online
e-commerce - taking orders online

9. E-Commerce
taking orders online
> Marketing and sales - Methods of
Description promoting the website to increase
e-commerce activity (refer to sections
Electronic commerce, or e-commerce, is the
titled ‘Permission based E-Mail Marketing’
exchange and processing of business
and ‘Online Advertising’)
transaction information using computers
connected through the Internet. These
Roles within an e-commerce transaction
transactions may include selecting, ordering,
invoicing or paying for goods via the Internet. Six major roles play a critical part in
This section looks specifically at organisations e-commerce transactions:
able to sell goods and services on the 1. Customer
Internet. 2. Merchant or Supplier (ie. the retailer)
3. Issuer of a means of payment
Features (ie. financial institution)
4. Acquirer of payments (ie. a bank)
There are several features required to 5. Payment Scheme Provider
implement effective taking of orders online: (e.g., Visa or MasterCard)
> Website design - A consistent and reliable 6. Certification Authority
web format that includes a secure shopping
facility, searching tools, product information
and an integrated inventory management
Benefits
system Some benefits of e-commerce can include:
> Procurement - An automated system that > Additional customer channel - Can increase
enables streamlined purchasing, the visibility and image of your
establishing distribution arrangements, organisation to current and prospective
structured pricing, data feeds and access to customers
suppliers > Greater coverage - Throughout Australia
> Distribution - Including warehousing, and across the world
inventory management, transport, logistics > Reduced costs - Sales and administrative
and returns management costs can be reduced as e-commerce uses
> Service - Pre-sales customer enquiry, online techniques to assist in the selection,
product support and technical support, ordering, invoicing, payment and delivery
order processing and credit management of goods
> Increased efficiency - Automated
procedures can result in greater productivity
and efficiencies

Interesting Fact
One-quarter of all Australian businesses had
used the Internet to order goods and services.
Source: Australian Bureau of Statistics 2003

46 e-business made easy

 e-commerce - taking orders online

Interesting Fact To develop an e-commerce enabled website:

1. Develop a business case - Identify the product
range and business objectives
The proportion of online 2. Evaluate costs - Prepare a cost-benefit analysis to
businesses surveyed that compare associated costs with the expected benefits
3. Find suitable solutions providers - This includes
indicated they take more setting up an Internet Merchant Bank Account,
than five percent of their arranging web hosting, obtaining a Digital Certificate
for security and developing or purchasing
total sales orders online is e-commerce transaction software. When evaluating
currently 43 per cent. e-commerce solution providers, keep in mind:
Source: 2003 Yellow Pages® E-Business Report > Flexibility and scalability - To allow the product
mix to be continually changed or rotated without
having to rebuild the website (refer to section
How to develop an titled ‘Content Management Systems’)
e-commerce > Speed of transaction - Low download times for
web pages is important to avoid potential
enabled website customers cancelling transactions
4. Secure payment system - Ensure that a secure
connection is established between the website and
Expertise is widely available from a variety of
web server via Secure Socket Layer (SSL) or other
sources including:
means.
> Retailers, who can provide advice on which
5. Tracking - Evaluate buyer trends, customer feedback,
e-commerce software package to purchase
process management and service standards in order
> Software suppliers
to continually improve product and service levels
> Internet Service Providers (ISPs)
> Local government or council may also be able
to provide advice or direction.
> Web development companies

Handy Hint
The Australian Government has developed a model for best practice in
electronic commerce by providing practical guidelines for businesses operating
on the Internet. This publication, titled “Building Consumer Sovereignty in
Electronic Commerce: A best practice model for business” is available at:
http://www.ecommerce.treasury.gov.au

e-business made easy 47

e-commerce - taking orders online

Pricing Selected E-Commerce

Prices vary depending on the level of Software Providers
sophistication required to e-commerce enable
a website. For simple e-commerce websites,
E-Commerce Software packages:
you can purchase an off the shelf e-commerce
software package. For outsourced systems, Refer to the Yellow Pages® directory
there is a monthly fee, set-up fee and/or to locate the nearest store:
transaction fee depending on the provider.
Harvey Norman
Small Businesses (1-19 employees): http://www.harveynorman.com.au
> From $200 for an off the shelf software
system to approximately $1,000 per year Dick Smith Electronics
for an outsourced system Http://www.dicksmith.com.au

Officeworks
Medium Business (20-99 employees):
Http://www.officeworks.com.au
> From approximately $3,000 per year
Harris Technology
Http://www.harristechnology.com.au

Merchant systems:
Ozemail ‘Ozehosting’ (Nationwide)
Telephone: 132 884
Facsimile: (02) 9906 6445
E-mail: [email protected]
Website: http://www.ozemail.com.au

Biziworks (NSW)
2/60 Clarence Street
Sydney, NSW 2000
Telephone: (02) 9262 1151
Facsimile: (02) 9262 1403
E-mail: [email protected]
Website: http://www.biziworks.com.au

INETstore (NSW)
Suite 2B, 579 Harris Street
Ultimo, NSW 2007
Telephone: (02) 9212 7333
Facsimile: (02) 9281 1122
E-mail: [email protected]
Website: http://www.inetstore.com.au

48 e-business made easy

 e-commerce - taking orders online

Citrus (VIC) Internet payment systems:

Level 5, 100 Albert Road, Camtech
South Melbourne, VIC 3205 Http://www.camtechcorporation.com
Telephone: (03) 9681 5333
Facsimile: (03) 9682 5586
Digital Certificates:
Website: http://www.citrusengage.com.au
Verisign
Surf Pacific (QLD) Telephone: (03) 9674 5500
18 Lee Anne Crescent, Facsimile: (03) 9699 5532
Monterey Keys, Qld 4212 E-Mail: [email protected]
Telephone: (07) 5573 4445 Website: https://www.verisign.com.au
Facsimile: (07) 5573 4411
E-Mail: [email protected] SecureNet
Website: http://www.surfpacific.com.au Telephone: (02) 8514 7777
E-Mail: [email protected]
Katalyst Webdesign (SA) Website: http://www.securenetca.com.au
Suite 3/2 East Terrace
Adelaide, SA 5000 Telstra iTrust
Telephone: (08) 8232 6888 Telephone: 1300 552 220
Facsimile: (08) 8223 2600 E-Mail: [email protected]
E-Mail: [email protected] Website: http://www.itrust.telstra.com
Website: http://www.katalyst.com.au
E-Fulfilment:
PerthWeb (WA) Australia Post
Level 9, 105 St Georges Terrace Website: http://www.edeliver.com.au
Perth, WA 6000
Telephone: (08) 9226 1366
Facsimile: (08) 9226 1375
E-Mail: [email protected]
Website: http://www.perthweb.com.au
Yellow Pages®
References
For further information, please see the
following category headings in your
local Yellow Pages® directory or at
http://www.yellowpages.com.au

Category Headings:
Computer On-Line Service Providers
Banks
Stored Value Card Services
Credit Card Organisations

e-business made easy 49

e-commerce - taking orders online

The Entrepreneur Business Centre (EBC) provides a suite of

Internet products and services for businesses, including
e-commerce guides and software. See: http://www.ebc.com.au

Harris technology offers wizard-driven e-commerce solution called

Ezimerchant. See: http://www.harristechnology.com.au

50 e-business made easy

10. e-procurement
and e-marketplaces
e-procurement and e-marketplaces

10. e-procurement
andE-Marketplaces
Description Features
E-Procurement, or electronic procurement, E-Procurement is conducted via a website
refers to an Internet-based purchasing system which offers extended e-commerce
that offers business-to-business electronic capabilities, including:
purchase order processing and enhanced > Back Office Integration - Built-in
administrative functions for buyers and applications that completely integrate the
suppliers. E-Procurement is able to streamline website to back-office systems, including
operations over the Internet between two inventory, ordering, pricing, warehousing
businesses that have an existing relationship. and dispatch systems
It allows qualified and registered users from a > Content management - A powerful
purchasing organisation to buy goods and catalogue database which allows business
services on a supplier’s website and can result to update and archive products and services
in operational efficiencies and potential cost from their website
savings for both parties. > Payment receipt processing - Delivering
secure payment processing that integrates
What is B2B? with the supplier’s back office accounting,
B2B (business-to-business) is the exchange finance or billing systems
of products, services, or information between
businesses rather than between businesses There are several types of e-procurement hubs
and consumers. E-Procurement is a or e-marketplaces:
component of a business-to-business
exchange between two organisations and > Collaborative - Seeks to aggregate purchase
is done via the internet. power and supply amongst a range of
organisations that have vested interests in
What is an E-Marketplace? each others’ products and services
An e-marketplace is a website where multiple > Private - Membership within an established
organisations buy and sell products and industry that has limited access to outsiders
services using different trading mechanisms, through tight control mechanisms
including buying from catalogues, auctions, > Independents - Relevant for niche markets
reverse auctions, requests for quotations and and consists of fewer specialised
requests for tenders. organisations
> Government - Australian Federal, State and
Local Government departments, various
local councils and authorities provide major
e-procurement (tendering) opportunities for
Interesting Fact small and medium sized businesses

The percentage of small businesses surveyed that paid for products and
services over the Internet has more than doubled over the past two years,
rising from 23 per cent to 48 per cent. Source: 2003 Yellow Pages E-Business Report
®

52 e-business made easy

 e-procurement and e-marketplaces

The Commonwealth Electronic Tender System (CETS)

enables electronic access to select Commonwealth Benefits
Government bidding opportunities. It is a facility for
The benefits of employing e-procurement technologies
suppliers to conduct tendering and quotation processes
can include:
online. CETS is a major Government initiative aimed at
> Empowerment - Self-service functions empower
accelerating e-procurement activities amongst
suppliers and buyers whilst capturing purchase
businesses. It can be accessed at:
patterns and pricing information
http://www.tenders.gov.au
> Greater productivity - Reduced staff time to process
paper orders, invoices and payment documents
> Cost reduction - Reducing processing costs associated
with buying and invoicing (for both suppliers and
purchasers)
> 24 hour access - Real-time communications with
suppliers and faster transactions over a secure
network
> International trade - Enables Australian organisations
to operate in global marketplace

Submit
tender

q q
Identify Agree Invoice Receive
business
opportunity
contract q for payment q payment
Offer via
q

catalogue/
marketplace
q

Interesting Fact
Australian small businesses consistently win over half of Commonwealth
Government contracts valued at $2,000 or more, accounting for upwards of
25 per cent of contracts by value. This makes online tendering a valuable
tool for small businesses. (Source: National Office for the Information Economy, 2001)

e-business made easy 53

e-procurement and e-marketplaces

How to implement Pricing

e-procurement Prices vary depending on the type and
level of sophistication of e-procurement
Follow these steps when assessing and e-marketplace.
e-procurement solutions for a website:
1. Cost and Benefits - Analyse the cost
involved against the long-term benefits:
> Liquidity - Buyer and seller transaction
volumes need to be sustainable
> Catalogue costs - Consider costs to
prepare and maintain product lists
2. Collaboration - Work with buyers and
suppliers to determine the type of
business-to-business exchange
functionality that is required
3. Select - A technology that is sourced from
an established vendor, reliable, scalable
and capable of being integrated with other
technologies in the organisation
4. Implement - Take into account staff
training, development and change
management when implementing an
e-procurement system

Handy Hint
To get more information on e-procurement, talk to the economic
development department at your local council or the regional development
association. These associations encourage businesses to use e-procurement
and may provide helpful services such as training, funding and business
advice. For example: http://www.consumer.vic.gov.au/ecommerce

54 e-business made easy

 e-procurement and e-marketplaces

Oakton Solutions Ltd.

Selected Providers Level 19, 303 Collins Street
Melbourne, VIC 3000
More information about the e-procurement
Telephone: (03) 9617 0200
activities of each state and territory is available at:
Website: http://www.oakton.com.au
ACT: http://www.act.gov.au
Sensis Electronic Catalogue service
NSW: www.cpsc.nsw.gov.au/e-procurement
181 Victoria Parade
NT: www.nt.gov.au/caps
Collingwood, VIC 3066
QLD: www.qgm.qld.gov.au
Telephone: 1800 034 430
SA: www.ssb.sa.gov.au
Website: http://www.sensis.com.au/ecatalogues
TAS: www.treasury.tas.gov.au
VIC: www.vgpb.vic.gov.au
vPoint Technologies Pty. Ltd. (W.A)
WA: www.gem.wa.gov.au
48 Seacrest Drive
Sorrento, WA 6020
Australia wide commercial Telephone: (08) 9447 3500
e-procurement providers: Facsimile: (08) 9447 3400
Ariba E-Mail: [email protected]
Level 9, 60 Castlereagh Street Website: http://www.vpoint.com.au
Sydney, NSW 2000
Telephone: (02) 9221 0955
Facsimile: (02) 9221 5499
Website: http://www.ariba.com

Freemarkets
Level 4, IBM Tower, 60 City Road
Southbank, VIC 3006
Telephone: (03) 9693 1100
Facsimile: (03) 9690 4032
E-Mail: [email protected]
Yellow Pages®
Website: http://www.freemarkets.com References
IBM For further information, please see the
55 Coonara Avenue following category headings in your local
West Pennant Hills, NSW 2125 Yellow Pages® directory or at
Telephone: 132 426 http://www.yellowpages.com.au
Website: http://www.ibm.com.au
Category Headings:
Oracle Computer systems consultants
Riverside Corporate Park, 4 Julius Avenue Computer Online Service Providers
North Ryde, NSW 2113 Internet Web Services
Telephone: 1300 366 386 Computer Software and packages
E-Mail: [email protected] Internet Access Providers
Website: http://www.oracle.com/au

e-business made easy 55

e-procurement and e-marketplaces

IBM provides white papers on the B2B marketplace and

a demonstration of WebSphere, IBM’s B2B product at
http://www3.ibm.com

View or download the Oracle white paper on e-procurement.

See http://www.oracle.com in the e-procurement section.

56 e-business made easy

11. online
advertising
online advertising

11. Online
advertising
> Search engine optimisation - The process of
Description choosing targeted keyword phrases related
to a website and ensuring that the website
Online advertising encompasses many forms
is listed when these phrases are part of a
of interactive advertising including, banner
web search
advertisements on websites, sponsorship
buttons, keywords and classified listings with
Targeted vs. non-targeted
search engines, links, text within e-mails and
chat groups as well as optimising search advertisements
engine results. Online advertising can be in a Targeted advertisements are specifically
graphic, text, audio or video format. placed on a website that is aimed at an
organisation’s target market. For example,
It can contribute to an organisation’s overall if an organisation sells books, it is considered
marketing strategy by attracting more users to ‘targeting’ when an advertisement on books
a website, the online shop front and lead to appears when someone types in the word
increased sales. ‘book’ on a search engine. Non-targeted
advertisements pop up regardless of the
website or user profile. There are obvious
Features advantages to targeted advertising, making
it a more expensive form of online
Online advertising can be broadly categorised advertising.
as any, or all, of these components:
> Banner Advertisements - A graphical file
(usually 468mm x 60mm) that can be Benefits
hypertext linked for potential customers to
‘click’ directly to an advertiser’s website Online advertising can provide organisations
> Sponsorship - Closely associates content with:
with the advertiser and is suitable for > Branding - Organisation’s products, services,
corporate branding and creating awareness offers and logos can be displayed on the
> Classified Listings - Descriptive words Internet
allowing advertisers to search via an online > Targeting - New technologies allow niche
directory such as at targeting, combining the power of mass
www.yellowpages.com.au communication and personal
> E-Mail - Advertising or sponsorship via communication
e-mails, such as e-mail newsletters > Tracking - Generating ‘click through’
> Partnership or affiliate marketing - statistics when advertising online ensures
Advertisers selling goods online can effective measurement and accountability
develop networks of ‘affiliates’ that put up > Return on investment - Online sales can be
banner advertisements or other links on monitored to see how much revenue is
their own websites in return for a generated from the online advertisements
proportion of the business generated

58 e-business made easy

 online advertising

How to advertise online Pricing

Online advertising can be conducted by: Prices may vary depending on the traffic to a
1. Developing a strategy - Based on advertising research website, agency commissions and positioning of the
that includes average response rates, rate of return advertisements. Please note that some websites require
and costs for developing as well as maintaining a minimum monthly spend. This is just a range of prices
advertising as a guide to help you understand the costs of
2. Developing advertisements - A designer, web undertaking this activity.
developer or advertising agency can develop a
suitable advertisement based on industry size Cost Per Thousand (CPM)
specifications CPM (Roman “M”) impressions is the price paid by
3. Planning - Key considerations include frequency of advertisers to a website to display a banner
rotation, type of online medium, price and audience advertisement one thousand times. The approximate
profile. A combination of methods can be used to CPM is $15 to $35
optimise a website promotion
4. Buying ads - Buying advertisements on a cost per Cost Per Click (CPC)
thousand (CPM), cost per click (CPC) or flat rate. The price paid by advertisers to acquire a single
Refer to the ‘Pricing’ section below customer and occurs when a user clicks on an
5. Contacting relevant providers - Online publishers and advertisement and is transferred to the organisation’s
media agencies can book your online advertising website. The approximate CPC $1 to $3 per click
campaign
Sponsorship
Interesting fact Flat fee - From approximately $500 to $10,000
per month
Search engines and directories Search engine placement
deliver an average of 17% of From approximately $30 to $400 per year
website traffic from Australian E-mail advertising
Internet users. Weekly or monthly fee - Can range from approximately
Source: www.hitwise.com.au (June 2002) $500 to $4000 per week

What is the
click-through rate?
The click-through rate defines
those visitors who click on an
online advertisement as a
percentage of the number of
times the advertisement appears.

e-business made easy 59

online advertising

Online Media Sales Agencies:

Selected Providers To have advertisements placed on your
The Internet Advertising Bureau provides the organisations website, contact:
latest global online advertising trends:
Website: http://www.iab.net Tempest Online Media
Level 24, 259 George Street
Australian Online Publishers: Sydney, NSW 2000
To advertise on Australia’s leading Telephone: (02) 9250 6450
websites contact: Facsimile: (02) 9250 6444
E-Mail: [email protected]
Fairfax (media and classified) Website: http://www.tempestonline.com
Telephone: (02) 8596 4444
Website: Search Engine Optimisation providers:
http://adcentre.fairfax.com.au/online LookSmart - Looklistings
Telephone: (02) 9282 0340
Ninemsn (media and classified) E-Mail: [email protected]
Telephone: (02) 9383 6000 Website: https://www.looklistings.com.au
E-Mail: [email protected]
Website: http://ninemsn.com.au/mediacentre Decide Interactive
Level 2, 115 Military Road
Sensis MediaSmart™ Neutral Bay, NSW 2089
Telephone: 1300 734 477 Telephone: (02) 9908 8933
http://www.sensismediasmart.com.au Facsimile: (02) 9908 8922
E-Mail: [email protected]
Yahoo! Australia Website: http://decideinteractive.com
Telephone: (02) 8925 0100
E-Mail: [email protected]
Website: http://au.solutions.yahoo.com

Yellow Pages®
References
For further information, please see
the following category headings in your
local Yellow Pages® directory or at
http://www.yellowpages.com.au

Category Headings:
Computer Software and Packages
Multimedia Services

60 e-business made easy

 online advertising

The Sensis MediaSmart™ service provides a range of websites to advertise

on, including Yellowpages.com.au, Whitepages.com.au, Goeureka.com.au
and Whereis.com.au. See: http://www.sensismediasmart.com.au

LookListings, by Looksmart, provides top search positions on websites

such as Yahoo!, ninemsn, OptusNet, GOeureka and over 20 other partners
in the LookSmart Network. See https://www.looklistings.com.au

e-business made easy 61

online advertising

ShopFree promotes free offers, free trials and information to

Australian consumers with generated leads to businesses every
month. See http://www.shopfree.com.au

62 e-business made easy

12. privacy
privacy

12. Privacy
Description Features
Privacy can be defined as a consumer’s While every Australian organisation’s website
interest in withholding personal information will need a slightly different privacy policy,
so that it is not subject to interference from the following elements are important to
an organisation or a website. Personal include:
information is defined by the Privacy Act 1988 > Collection statement - A statement
(Cth) as information or an opinion (including explaining the privacy protections the
information or an opinion forming part of a business/website extends to the personal
database) that is recorded in any form, information of its end-users/visitors. This
whether it is true or not, and includes “an will include information about the business
individual’s name, address, contact numbers, collecting the information; the manner in
and date of birth and photograph”. The which, and types of information that it
Privacy Act requires most private sector collects; and how the business will use
businesses to respect privacy and is applied and disclose the information
to both conventional and electronic > Data sharing - An outline of the
environments. Consequently, there is greater circumstances under which the personal
pressure for organisations to develop data might be shared or disclosed (ie.
adequate website policies for consumer related companies; external organisations)
protection and assurance. > Log files - Information on what log file
information (such as the addresses of
visitors to the website) is stored by the
website
> E-Mail addresses - Provisions regarding how
e-mail addresses submitted to the website
will be used

Employee privacy
Another impact of online privacy is the
tracking of employee computer usage and
Internet browsing habits. Many e-mail
gateways and firewall products allow
employers to track employee Internet usage
and monitor e-mails to ensure they do not
contain inappropriate content. Although it
is not compulsory for private businesses
to disclose such practices, it is good
Handy Hint privacy practice to notify employees
of tracking devices.

To download a copy of the Privacy

Amendment (Private Sector) Act 2000, refer to:
http://www.noie.gov.au/publications/NOIE/Privacy/privacybill.pdf
64 e-business made easy
 privacy

Benefits How to develop an

The benefits of developing a privacy policy for your online privacy policy
organisation’s website include: There are many resources to assist organisations develop
> Legal compliance - Adopting a privacy policy is a legal an effective privacy policy:
requirement and ensures consumers and organisations
are protected by law if they comply with the > Industry associations - Many industry associations
legislation have developed specific privacy policies for
> Reassurance - It reassures potential customers that member businesses
their data is safe and secure
> Trust - Ensuring respect for privacy in the online
environment increases the level of consumer
Industry associations
confidence and trust when dealing with your business The Organisation for Economic Co-Operation and
Development (OECD) has developed a privacy policy
generator, that can be used to generate a policy specific
Privacy and security
to business needs. Further information can
Organisations need the appropriate online security
be obtained at:
technology to ensure the privacy policy is upheld. (Refer
http://cs3-hq.oecd.org/scripts/pwv3/pwhome.htm
to the section titled ‘Online Security’).
The Privacy Act also controls the sending of direct
marketing materials via e-mail. Customers must be
given the option of opting out from direct marketing
programs via e-mail, even if e-mail addresses are
actively supplied. The Australian Direct Marketing
Association (ADMA) provide further information
at:http://www.adma.com.au

> Legal organisations - A legal firm or representative

can assist in formulating a cohesive and compliant
privacy policy

Pricing
The cost associated with preparing a privacy policy may
be minimal if developed internally or may cost more
(approximately $500 to $1,500) if drafted by a solicitor.
Handy Hint
Once a privacy statement is publicly posted, an organisation may
be legally liable if it fails to abide by the policy statement or if that
statement does not comply with local laws. In an instance where
you are unsure of an organisations’ policy, you should seek legal advice.
e-business made easy 65
privacy

For examples of privacy statements,

Selected Providers please refer to the following
Legal organisations: websites. Note these should be
The Aussie Legal website provides referred to as examples only and
a free find-a-lawyer service, which must not be reproduced.
provides hundreds of law firms.
BHP Billiton
For more information visit http://www.bhpbilliton.com
http:/www.aussielegal.com.au
Coles Myer
You can visit or call the law institute http://www.colesmyer.com
in your State and ask for a list of
legal providers. National Australia Bank
http://www.national.com.au
Australasian Legal Information Institute
http://www.austlii.edu.au News Corporation
http://www.newscorp.com.au
Australian Law on the Internet
http://www.nla.gov.au/oz/law.html Telstra
http://www.telstra.com
Law Society of South Australia
http://www.lssa.asn.au

Law Society of Tasmania

http://www.taslawsociety.asn.au

Queensland Law Society

http://www.qls.com.au

Law Society of the Australian Capital Territory

http://www.lawsocact.asn.au

Law Institute of Victoria

http://www.liv.asn.au Yellow Pages®
Law Society of Western Australia References
http://www.lawsocietywa.asn.au
For further information, please see the
Law Society of the Northern Territory following category headings in your
local Yellow Pages® directory or at
http://www.lawsocnt.asn.au
http://www.yellowpages.com.au
Law Society of the New South Wales
Category Headings:
http://www.lawsocnsw.asn.au
Internet Web Services

66 e-business made easy

 privacy

The OECD website offers a handy tool for developing an online

privacy statement and policy at http://cs3-hq.oecd.org

Mallesons Stephen Jaques provide a PrivacyOnline toolkit as part

of its online product portfolio at http://www.mallesons.com

e-business made easy 67

68 e-business made easy
13. online
security
online security

13. Online
security
Description Features
Online security refers to a system of hardware, Online security utilises various authentication
software and procedures that offers protection technologies to ensure protection for
for consumers and organisations by providing organisations. These include:
a safe environment for conducting business > Secure access (password authentication) -
via the Internet. Online security aims to A username and password is assigned to
reduce the risks of cyber crime, computer each user to allow access to a website
viruses, interception of information and Used: when a low security level is required
hackers who exploit your Internet connection > Secure connections - Secure Sockets Layer
and website. (SSL) combines a basic password system
with protocols that encrypt data
What is cyber crime? transmissions. Used: for websites that sell
Cyber crime is the act of manipulating a products and services
computer network to perform illegal activities > Secure interconnection - Public Key
including stealing intellectual property and Infrastructure (PKI) uses keys to scramble
data, fraudulent behaviour, hacking, breaching and decipher messages. Used: for high
privacy and virus attacks. value business, government and military
transactions
Major online security threats to small and > Secure personal connection - Pretty Good
medium businesses include: Privacy (PGP) uses public key encryption.
> Viruses - Malicious pieces of computer Used: as a popular security option for
code that make unauthorised changes to a individuals
computer. A virus can be transmitted as > Secure networking - Virtual Private
an attachment on an e-mail or by Networks offer one of the highest levels
downloading infected programming from of security using advanced encryption and
other websites tunnelling technologies. Used: by
> Hacking - An attempt by an intruder to gain organisations with multiple office locations
unauthorised access to computer systems.
A ‘hacker’ is a person who attempts to gain
unauthorised access to a computer system
for fraudulent purposes

Handy Hint
Follow these steps to ensure protection against virus attacks:
> Be cautious about opening unsolicited e-mails, especially if they
contain attachments
> Only download software from trusted websites
> Disconnect your PC from the Internet when not in use
> Purchase a reputable anti-virus software solution
70 e-business made easy
 online security

> E-Mail security - Where similar software is used to

send and receive encrypted e-mail messages so only How to install a secure
the intended recipient can read it. E-Mail software
includes: Internet environment
> Dedicated e-mail encryption - Uses same
technology as PKI and PGP and is E-Commerce website:
available as a plug-in to existing e-mail 1. E-Commerce software - Install e-commerce software
software (e.g. Microsoft Outlook, Eudora) that tracks purchase information
> Secure e-mail gateways - For businesses 2. Payment gateway - Provide a payment gateway that
that do not require e-mail security within encrypts credit cardholder details and takes the
their own office environment yet do outside the request for a payment from an online store to the
internal mail gateway bank in a secure browser session
> Anti-virus software - Installed on a computer to 3. Digital certificate encryption - To further ensure
protect and eliminate incoming viruses security of the customers credit card details
> Firewall - A firewall is software that separates an through SSL
organisation’s public Web server from its internal 4. Merchant facility - Usually provided by banks and
network and provides the first layer of security for integrates with the payment gateway to handle
your computer when you connect to the Internet immediate authorisation of credit card transactions
and ensure funds are placed in your organisation’s
business account
Benefits
E-Mail security:
The benefits of applying online security technologies can 1. Evaluate - the volume of secure e-mail
include: communication needs
> Authenticity - For businesses to know exactly who 2. Low e-mail security - A web-based service or plug-in
they are dealing with to an existing e-mail software is viable
> Security - Transaction details and other valuable 3. Dedicated e-mail security - E-Mail software may need
commercial information will not be accessible to to be changed or a gateway system installed
anyone other than those involved in the transaction
> Non-repudiation of payments and transactions - Anti-virus software:
businesses must have confidence that a payment 1. Install an anti-virus software - Download software via
made over the Internet is irrevocable. A contract
the Internet, purchase at a computer specialist store
formed over the Internet must be binding and capable
or activate the software preloaded on new computers
of enforcement against a defaulting party 2. Firewalls - For organisations with permanent
> Privacy and confidentiality - To ensure that customer
Internet connections
data remains private and users have control over how
information is used

e-business made easy 71

online security

Handy Hint Pricing

Other basic security measures Small business (1 to 19 employees)
Anti-virus: Individual or multi-user packs
include: can range from approximately $100 to $400
> File sharing - Allows different Firewalls: From approximately $400
Integrated anti-virus and firewall protection:
computers connected to a From approximately $1000+
network to access all files
Medium business (20 to 99 employees)
(e.g. employees within an Anti-virus: From approximately $1600
organisation). If a PC is not Integrated anti-virus and firewall protection:
connected to a network, the From approximately $3600+

file sharing features should For pricing on more advanced security options,
be switched off consult a relevant provider listed below.

> Browser security - Web

browsers include adjustable
Selected Providers
security settings to protect Anti-virus Software packages:
Refer to the Yellow Pages® directory to locate
personal information when the nearest store:
browsing on the Internet.
Browser security settings on Harvey Norman
http://www.harveynorman.com.au
a ‘High’ level will ensure
that information remains Dick Smith Electronics
http://www.dicksmith.com.au
confidential. In Internet
Explorer, these can be found Officeworks
http://www.officeworks.com.au
under Tools > Internet Options
> Security Menu. For other Harris Technology
browser software, check the http://www.harristechnology.com.au

Help file.

72 e-business made easy

 online security

International Online Security software: Eracom Technologies Australia (QLD)

Download online security software from one of 28 Greg Chappell Drive
these national and international vendors: Burleigh Heads, QLD 4220
Telephone: (07) 5593 4911
McAfee Facsimile: (07) 5593 4388
http://www.mcafee.com E-Mail: [email protected]
Website: http://www.eracom-tech.com
Symantec
http://www.symantec.com Kern Internet (SA)
228 Franklin Street
Trend Micro Adelaide, SA 5000
http://www.trendmicro.com Telephone: (08) 8416 2555
Facsimile: (08) 8416 2577
City Software E-Mail: [email protected]
Telephone: 1300 658 600 Website: http://www.kern.com.au
Facsimile: 1300 658 010
E-Mail: [email protected] YourASaP (WA)
Website: http://www.citysoftware.com.au Suite 5, 88 Walters Drive
Osborne Park, WA 6017
Telephone: (08) 9201 5369
Online Enterprise Security providers:
Facsimile: (08) 9201 0091
SecureNet Limited (NSW) E-Mail: [email protected]
Level 4/ 33 Saunders Street Internet: http://www.yourasap.com
Pyrmont, NSW 2009
Telephone: (02) 8514 7300
Facsimile: (02) 8514 7301
E-Mail: [email protected]
Website: http://www.securenet.com.au

Verisign Australia (VIC)

134 Moray Street
South Melbourne, VIC 3205
Telephone: (03) 9674 5500
Facsimile: (03) 9699 5532
E-Mail: [email protected]
Yellow Pages®
Website: http://www.verisign.com.au References
eSec Limited - Australia Wide For further information, please see the
Level 37, 530 Collins Street following section headings in your local
Melbourne, VIC 3000 Yellow Pages® directory or at
Telephone: (03) 8624 1000 http://www.yellowpages.com.au
Call eSec from anywhere in Australia on 1300 305 304.
Facsimile: (03) 8624 1099 Category Heading:
E-Mail: [email protected] Internet Web Services
Website: http://www.esec.com.au

e-business made easy 73

online security

Symantec outlines multi-user packs that can help small

businesses find the right solution at http://nct.digitalriver.com

Verisign provides products and solutions on key security issues for small to
medium businesses, including online payments and website security.
Free guides can be downloaded at http://www.verisign.com.au/business

74 e-business made easy

14. online
networking
online networking

14. Online
networking
Description Features
Online networking utilises Internet, Intranet An online networking system can include:
and Extranet technologies to collaborate > Website publishing - A document base is
amongst certain groups of users including shared by the organisation whereby
small and medium sized businesses. information is published and stored for
online viewing
Online networking utilises easy to use > Workflow enhancements - Using benefits
applications such as instant messenger, net of Internet technologies to manage
meeting technologies, web cameras and other information for publishing, reviewing,
collaboration software to allow virtual teams authoring, editing, retiring and archiving.
to work more intimately even though they are This can assist managing the ordering
geographically dispersed. It helps facilitate process and sharing of information and
project co-ordination from distinct office experiences with internal and external
locations and allows remote commuting. parties across your business
> User access - Controlled access to Internet
What is an Intranet? files by chosen users and groups through a
An intranet is a private internet where a Virtual Private Network
collection of private computer networks sit
within an organisation, accessible only to VPN, LAN and Online Networking
members of the same organisation. It sits
behind a firewall so computers cannot be A Virtual Private Network (VPN) provides
reached directly from the public Internet end-users a way to privately access
network. information on a corporate network (e.g.
Intranet) over an infrastructure such as the
What is an Extranet? Internet. It uses a series of connections over a
An extranet is an extension of an intranet, Local Area Network (LAN), which is a network
providing various levels of accessibility to of computers communicating over short
those outside the private network who distances in an organisation.
are registered with a valid username
and password. Online networking supports and develops
collaborative features such as:
An extranet is accessed over a public > Knowledge base - Aggregates and stores
network. Information is kept private on an relevant and useful information about the
Extranet through tunnelling and encryption organisation, clients and staff
mechanisms. Extranets are relayed through > Project management - Enables
a Wide Area Network (WAN) which links a communication between project teams
set of computers that may not necessarily especially if the teams are not co-located
be in close proximity (as opposed to a Local > Group calendaring and messaging - Allows
Area Network). This enables mobile users, scheduling of upcoming events, booking of
telecommuters and users in remote offices meetings and provides alerts to office
to access a corporate extranet. personnel

76 e-business made easy

 online networking

Benefits
The benefits of online networks can be:
> Greater communication - Effective communication
with large groups and news distribution infrastructure
with staff and partners
> Increased productivity - Productive collaboration
through online facilities that encourage real-time
response and action. This is visible to others and
increases the accountability of outcomes
> Better learning and knowledge management -
A supporting tool for training requirements and
the collection and sharing of market intelligence
> Cost reduction - In travelling to meetings,
downtime and accommodation costs for travel
> Centralisation - Of business information and
knowledge, providing a single interface for an
online (Intranet or Extranet) community

e-business made easy 77

online networking

How to
collaborate online
Whether using Internet, Intranet or Extranet
applications, online networking can be
achieved by following these steps:
1. Determining online networking goals -
Businesses may have a current Intranet
application they wish to improve, create
a new application, or use more simple
networking solutions
2. Building an online networking strategy -
Each organisation should consider the
benefits of collaboration and retention of
information
3. Implementing systems - Applied through
basic mechanisms or more sophisticated
systems:
a. Stand alone applications: such as
Instant Messaging, NetMeeting and
Web Cameras
b. Intranets: applications like knowledge
managements and collaborative sharing
c. Extranets: applications that involve
personnel outside of the office and can
include customers and suppliers
d. Collaboration: enterprise applications
that can be deployed across both
Intranets and Extranets

Handy Hint
Microsoft NetMeeting provides powerful conferencing and collaboration
functions in a complete, integrated package for the Internet or corporate
Intranet. It offers video, data and voice conferencing tools that can be
used to share information with two or more meeting participants in real
time. It comes preloaded on a Microsoft Windows Operating system. For
more information, visit: http://www.microsoft.com/windows/netmeeting

78 e-business made easy

 online networking

Collaboration Providers:
Pricing Webcentral - SharePoint Service - Australia Wide
Instant Messaging: Telephone: 1800 800 099
Free and downloadable from the Internet Facsimile: 1800 640 098
E-Mail: [email protected]
Net Meeting: Downloadable for free from Microsoft Website: http://www.webcentral.com.au

WebCam: Prices can vary from $50 to $500 for a camera GroupAware (NSW)
or a $10+ per month subscription rate Telephone: (02) 9662 3966
Facsimile: (02) 9662 3966
Collaborative software: Prices can vary depending on Website: http://www.groupaware.com.au
the number of users
Blazer Technologies (VIC)
Telephone: (03) 9579 3255
Selected Providers Facsimile: (03) 9576 4222
Website: http://collaboration.imanage.com
Instant Messaging Providers:
ICQ
http://web.icq.com

MSN Messenger
http://messenger.ninemsn.com.au

Yahoo Messenger
http://au.messenger.yahoo.com

Net Meeting Providers:

Microsoft
http://www.microsoft.com/windows/netmeeting
Yellow Pages®
Meetingworks
References
http://www.meetingworks.com For further information, please see the
following section headings in your local
Web Camera Providers: Yellow Pages® directory or at
Harris Technology http://www.yellowpages.com.au
http://www.ht.com.au
Category Heading
Digital Cams Computer Equipment -
http://www.digitalcams.com.au Installation and Networking
Telephone & Systems -
CUseeMeWorld.com Installation and/or maintenance
http://www.cuworld.com

Telstra ConferLink
Telephone: 1800 011 080
Website: http://www.telstra.com.au/conferlink

e-business made easy 79

online networking

ICQ for Short Messaging Service (SMS) enables users send SMS
messages to other ICQ users anywhere in the world, whether
they are connected to a PC, mobile phone or any other mobile
device. See: http://www.icq.com

80 e-business made easy

 online networking

Telstra’s ConferLink Online Data Show allows you to present documents

and visual material in real time, on screen, during your conference.
See: http://www.telstra.com.au, in the conferlink section.

e-business made easy 81

online networking

CUseeMeWorld.com is the leader in video chat services. For a small

monthly fee, you can access high quality multi-person video chat
and video instant messaging. See: http://www.cuworld.com

82 e-business made easy

15. business
automation
business automation

15. business
automation
Description Benefits
Business automation acts as contact manager, Benefits in applying business automation
job activity and job tracking system that can include:
allows fast and flexible communications with > Access - Employee documents can be
a mobile workforce. A good business stored in a single, secure location enabling
automation system will provide up-to-date access and collaboration between
information and an efficient, accessible departments
system for office management, job tracking, > Maximising Sales - New business leads can
accounting software and document be generated through personalised
management for an organisation. targeting and e-mail
> Tracking - Business leads can be tracked
Features and pursued. Tasks can be set for
colleagues and teams and automatically
tracked to completion
Features of a business automation system can
> Automation - Creates efficiencies by
include:
eliminating error prone entries and provides
> Document integration - Access to data,
real time productivity reports. Automatically
documents and records
captures, stores and processes invaluable
> Sales information - Streamlined system that
employee and business information
finds client information, stock levels and
> Communicate - Effectively manages and
service availability
communicates with key stakeholders such
> Invoicing - Streamlined quoting, order and
as clients, partners, suppliers and
invoicing system
employees
> Task manager - Links contacts, calendar and
to - do lists into e-mail packages (such as
Microsoft Outlook) and assigns tasks and
scheduled meetings based on up-to-date
information
> Accounting software integration - Links to
popular accounting packages such as
Quicken and MYOB

Handy Hint
Smart Tags is a new application designed by Microsoft and Quicken. They are built to save time on
documents and spreadsheets by inserting customer contact names, addresses and invoice information from
QuickBooks 2002 into Microsoft Outlook e-mail. Using Office XP’s QuickBooks 2002, it connects businesses
by making it easier to complete common tasks without having to switch between applications, such as
providing instant access to important financial, supplier and customer information without having to open
QuickBooks. For more information or to download a free version*, visit Microsoft’s bCentral or Quicken:
http://www.bcentral.com.au or http://www.quicken.com.au
* Note: Previous versions of Office do not contain Smart Tag functionality. Requires QuickBooks, QuickBooks Plus or Pro 2002 and Office XP for installation.

84 e-business made easy

 business automation

How to implement Pricing

business automation Small business (1 to 19 employees):
> Accounting software packages -
software Can range from approximately $150 to $300
> Business automation services -
To implement business automation: Can range from approximately $1,500
1. Evaluate current business processes including:
a. bookkeeping, time management and marketing Medium business (20 to 99 employees)
b. current software applications > Accounting software packages -
c. mobile workers needs outside of the office Can range from approximately $500 to $1,500
2. Systems integration - Consider business requirement > Business automation services -
for automation and level of sophistication required Can range from approximately $6,000+
(e.g. is the business spending unnecessary time
cutting and pasting information across various
applications?)
3. Costs - Determine how much the organisation is
willing to invest in streamlined automation and
consider the tangible and intangible benefits over
time to calculate a return on investment
4. Approach providers - From versatile accounting
packages to business management service providers,
these organisations offer different levels of
technology and service at various prices
5. Implement - The selected package or service

e-business made easy 85

business automation

FirmHQ (WA)
Selected Providers Level 1, 183 Great Eastern Highway
Belmont, WA 6104
Downloadable business Telephone: (08) 9478 8252
management tools: Facsimile: (08) 9478 8210
DocuXplorer E-Mail: [email protected]
Website: http://www.docuxplorer.com Website: http://www.firmhq.com

Tokairo Business accounting packages:

Website: http://www.tokairo.com Also available at major computer retail stores

JobCapture MYOB
Website: http://www.captureworks.com Telephone: 1300 555 111
E-Mail: [email protected]
Business automation service providers: Website: http://www.myob.com.au
Super-Tracker (NSW)
13 Avon Road Quicken
North Ryde, NSW 2113 Telephone: 1300 784 253
Telephone: 1300 78 73 78 E-Mail: [email protected]
Facsimile: (02) 9979 8696 Website: http://www.quicken.com.au
E-Mail: [email protected]
Website: http://www.super-tracker.com.au

Documentum International (VIC)

Level 2, 1 Southbank Boulevard
Southbank, VIC 3006
Telephone: (03) 9684-9700
Facsimile: (03) 9684-9701
E-Mail: [email protected]
Website: http://www.documentum.com.au

i-man Pty. Ltd. (VIC)

Telephone: 3 9873 1620
Website: http://www.i-man.com.au
Yellow Pages®
Pacific Software (QLD)
57 Old Cleveland Road References
Stones Corner, QLD 4120
Telephone: (07) 3397 9333 For further information, please see your
Facsimile: (07) 3397 9544 local Yellow Pages® directory or at
E-Mail: [email protected] http://www.yellowpages.com.au
Website: http://www.pacificsoftware.com.au
Category Headings:
Computer Equipment -
Installation & Networking

86 e-business made easy

 business automation

Super-tracker provides a demonstration of its comprehensive

business automation tool. http://www.super-tracker.com.au

Business application downloads are available for MAC and

Windows users on: http://www.zdnet.com.au

e-business made easy 87

business automation

Example: Intranet structure

Knowledge & Document & Universal Popular/HR

Process Store Resource Database Contact Store Management Store

q
Employee Portal Entry Page

q
Improve Workflow Feature Track Opportunities
q > Business Wide Reporting q
> Sales Automation & Sales Pipeline
> Shared Corporate Calendars
Maximise Sales Potential q Encourage Team Collaboration
> Electronic Timesheets q
> Expense Recording
Increase Customer Satisfaction > Process Management
q
> Universal Address Book
q Realise Operational Efficiencies

> Communications Centre

Exploit Competitive Advantages
q > Project Management & Scheduling q Minimise Administration Overheads
> Document/File Management
> Knowledge Management
q
> Billing & Invoicing
q
Understand Your Business in Detail Ensure Accurate Revenue Recording
> Customer/Client Web Help Desk
q
q

Access Your Business From Anywhere Capture Valuable Employee Knowledge

Decrease Ramp-Up
Time for New Staff

Quicken provides timesaving features and powerful functionality for home office business,
small enterprise and medium enterprise. http://www.quicken.com.au/businessfinance

88 e-business made easy

16. E-CRM - electronic
customer relationship management
E-CRM - electronic customer relationship management

16. E-CRM electronic customer

relationshipmanagement
Description Features
E-CRM, or electronic customer relationship E-CRM software system features can include:
management, is an integrated online sale, > Customer management - Provides access to
marketing and service strategy that is used to all customer information and stores ongoing
identify, attract and retain an organisation’s enquiries or correspondence
customers. It describes improved and > Knowledge management - A centralised
increased communication between an knowledge base that handles and shares
organisation and its clients by creating and customer information to all areas of your
enhancing customer interaction through organisation
innovative technology. E-CRM software > Account management - Access to customer
provides profiles and historic data of each sales account information, allowing sales
interaction the organisation has with its and customer service teams to efficiently
customers. manage customer accounts
> Case management - Captures enquiries,
Small and medium size businesses can deploy escalates priority cases and notifies
E-CRM through: management of unresolved issues
> Contact management software - Easy to > Back-end integration - Links and shares
install CRM software for small organisations information with other systems such as
which includes a directory of customer billing, inventory and logistics through
details and allows sales and activity reports relevant customer contact points such as
to be generated websites and call centres
> CRM solutions - Customised and integrated > Reporting and analysis - Report generation
solutions for medium size organisations, on customer behaviour based on business
usually requiring enterprise software, criteria
service and support from external providers

Handy Hint
CRM software products help automate campaigns including:
> Direct mail
> Telemarketing
> Telesales
> Lead tracking and response
> Opportunity management
> Quotes and order configuration.

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 E-CRM - electronic customer relationship management

Benefits How to implement an

Benefits of an E-CRM system include: E-CRM system
> Service level improvements - Using an integrated
database to deliver consistent and improved customer E-CRM should be built upon a solid relationship
response management program. If your business is not currently
> Revenue growth - Decreasing costs by focusing on managing customer relationships, a software package
retaining customers and using interactive service tools will not do this for you. The cultural shift needs to be
to sell additional products made in understanding your customers first and then
> Productivity - Consistent sales and service procedures benefits can be achieved by:
provide efficient work processes 1. Defining - The dimensions and boundaries of the
> Customer satisfaction - Automatic customer tracking customer relationship to be included in the program
and detection helps to ensure enquiries are met and 2. Develop - A broad relationship management program
issues are managed. This can improve the customer’s that can be defined and used to manage smaller
overall experience in dealing with your business customer segments. A suitable software solution will
help deliver this goal
3. Service and support - By tracking and measuring the
dimensions of the relationship, organisations can
identify their strengths and weaknesses in the
relationship management program. This can be
continually fine-tuned based on ongoing feedback
from customers

Pricing
Small business (1 to 19 employees):
> Software packages -
Handy Hint Can range from $200 for a single user
> E-CRM service providers - price depends upon the
E-CRM software helps organisations scope of the e-crm offering

manage customer relationships Medium business (20 to 99 employees)

better by tracking customer > Software packages - Can range from approximately
$3,000 for multi-user packs
interaction. A comprehensive > E-CRM service providers - price depends upon the
CRM strategy should therefore: scope of the e-crm offering

> Anticipate needs and problems

> Tailor messages, products and
services specific to customers
> Create value

e-business made easy 91

E-CRM - electronic customer relationship management

E-CRM Solution providers:

Selected Providers FrontRage Solutions (Goldmine)
Contact management software Level 13, 77 Pacific Highway
providers: North Sydney, NSW 2060
Telephone: 1800 130 031
Software can be downloaded from these
E-Mail: [email protected]
websites or purchased from major computer
Website: http://www.frontrange.com.au
retailers:
SalesLogix (NSW)
ACT! - Australia Wide
Level 8, Suite 505B, 220 Pacific Highway
Telephone: 1800 675 617
Crows Nest, NSW 2065
E-Mail: [email protected]
Telephone: 1 800 176 193
Website: http://www.act.com
Facsimile: (02) 9458 1115
E-Mail: [email protected]
ACT Today - (NSW, VIC, QLD, WA, SA)
Website: http://www.saleslogix.com
Visit the website for consultants in Sydney,
Melbourne, Brisbane, Perth and Adelaide
Siebel (VIC)
Website: http://www.acttoday.com.au
Level 17, 120 Collins Street
Melbourne, VIC 3000
Contact Business Communications (VIC)
Telephone: (03) 9657 5100
23 Budd Street
Facsimile: (03) 9657 5111
Collingwood, VIC 3066
Website: http://www.siebel.com
Freecall: 1800 777 517
Telephone: (03) 9419 2488
SalesForce.com
Facsimile: (03) 9419 0245
http://www.salesforce.com/au
E-Mail: [email protected]
Website: http://www.contactsoftware.com.au

Maximizer
Level 1, 815 Pacific Highway
Chatswood, NSW 2067
Telephone: (02) 9957 2011
Facsimile: (02) 9957 2711
E-Mail: [email protected]
Yellow Pages®
Website: www.maximizer.com.au References
Legrand CRM For further information, please see the
Level 4, 80 Mount Street following category headings in your local
North Sydney, NSW 2060 Yellow Pages® directory or at
Telephone: 1300 132 890 http://www.yellowpages.com.au
E-Mail: [email protected]
Website: http://www.legrandsoftware.com.au Category Headings:
Computer Software and Packages
Vital Software (Contact Tracker) Computer Systems Consultants
Unit 4, 83-87 Dover Street
Richmond, VIC 3121
Telephone: 1300 85 00 91
E-Mail: [email protected]
Website: http://www.vitalsoftware.net

92 e-business made easy

 E-CRM - electronic customer relationship management

Siebel provides a Web Seminar for small to medium businesses

who are assessing CRM solutions at http://www.siebel.com

FrontRange provides an interactive tool that allows you

to identify and rank your customer-centric requirements.
See: http://www.frontrange.com.au

e-business made easy 93

E-CRM - electronic customer relationship management

ACT Today provide free user group meetings for businesses to attend
and learn more about E-CRM. See: http://www.acttoday.com.au

94 e-business made easy

17. wireless
e-business
wireless e-business

17. Wireless
e-business
Description Wireless technology can be delivered through:
> Short Messaging Service (SMS) - Provides
a cost-effective, efficient and discreet
Wireless e-business allows organisations to
messaging platform suitable for managing
communicate and transact in business via
out of the office workforce
wireless technology, without physical
> Bluetooth - Provides short-range radio links,
connectivity, such as wires or cabling. Wireless
enabling users to connect to a wide range
e-business uses devices including mobile
of computing and telecommunications
phones, pagers and palm-powered personal
devices without the need to buy, carry or
computers (PC), pocket PCs as well as desktop
connect cables
computers, printers and projectors.
> Wireless Application Protocol (WAP) -
A global, open standard giving mobile
Features users access to Internet services through
handheld devices, without the need to
There are three types of wireless platforms: connect to a separate laptop or data-
> Fixed wireless - Wireless devices or systems enabled device
in homes and offices > General Packet Radio Service (GPRS) -
> Portable wireless - Battery-powered A mobile network technology where data
wireless devices outside the office. For is sent and received far more efficiently
example, mobile phones, pagers and than on current mobile networks, thereby
laptops delivering significant improvements for
> Infrared wireless - Conveys data via infrared users sending small or large volumes of
radiation, through limited-range data
communications systems such as headsets, > Third-generation technology (3G) - Similar
mouses, modems and printers to GPRS, yet provided at higher speed.
3G is a specification for the third generation
(analog cellular was the first generation,
digital the second) of mobile
communications technology. 3G promises
increased bandwidth in fixed applications.
3G will work over wireless interfaces

Interesting Fact
Existing ownership of a WAP-enabled mobile phone was recorded in
30 percent of medium businesses and 18 percent of small businesses
surveyed. Source: 2003 Yellow Pages E-Business Report
®

96 e-business made easy

 wireless e-business

Benefits Pricing
The benefits in applying wireless technology can include: Prices vary depending on the application required. To
> Mobility - Rapid and easy implementation of a receive further information and advice on your needs,
wireless based PC network in a new office location consult a relevant wireless service provider listed on
> Simplicity - Greater simplicity for mobile users in the following page.
obtaining access to a network
> Flexibility - The creation of a highly flexible work
environment where work groups can easily form
and dissolve
> Cost reduction - By avoiding costly cabling and other
expensive hardware components

How to create a
wireless solution
To see if you can create greater efficiencies and
flexibility for a mobile workforce, ask the relevant
providers about a wireless solution for your organisation:
1. Wireless IP - Enables information to be sent and
received across a mobile GSM phone network,
providing access to critical data such as customer
records and e-mail
2. Wireless solutions - A middleware solution that
enables organisation to make information accessible
when a workforce is out of office via handheld and
laptop devices
3. Wireless applications - Provides specific wireless
applications such as wireless marketing and
communications
4. Wireless devices - Provides wireless networking
devices for computers and peripherals e.g. wireless
LAN card for a laptop

e-business made easy 97

wireless e-business

E-mail to SMS Provider:

Selected Providers Red Oxygen
Wireless Internet Providers: Level 16, 400 George Street,
Sydney, NSW 2000
Telstra - Australia Wide
Telephone: (02) 9657 1800
Telephone: 125 111
Facsimile: (02) 9657 1818
E-Mail: [email protected]
E-Mail: [email protected]
Website: http://www.telstra.com.au
Website: http://www.redoxygen.com.au
Optus - Australia Wide
Premium SMS and Wireless
Telephone: 1800 123 124
Website: http://www.optus.com.au Marketing Provider:
5th Finger
Wireless e-Business solutions: 1st Floor, 351 Crown Street
Telstra Wireless Office - Australia Wide Surry Hills, NSW 2010
Telephone: (02) 8356 2999
Telephone: 1800 011 080
Facsimile: (02) 9475 0367
Website:
E-Mail: [email protected]
http://www.telstra.com.au/mobilenet
Website: http://www.5thfinger.com
(See ‘Products > Small & Medium business)

IBM - Australia Wide Wireless Device Providers:

55 Coonara Avenue Computer retail stores - Refer to Yellow
West Pennant Hills, NSW 2125 Pages® directory to locate a computer
Telephone: 132 426 retail store near you or visit:
Website: http://www.pc.ibm.com/au
Harris Technology
O4 Corporation (NSW) http://www.harristechnology.com.au
Level 20, Tower 2, 500 Oxford Street
Bondi Junction, NSW 2022
Telephone: (02) 9386 1777
Facsimile: (02) 9386 1577
Website: http://www.04corporation.com Yellow Pages®
Simply Wireless (WA, VIC, NSW)
Suite 7E, 9 Parket Street
References
South Perth, WA 6000 For further information, please see the
Telephone: 1300 888 166 following section headings in your local
E-Mail: [email protected] Yellow Pages® directory or at
Website: http://www.simplywireless.com.au http://www.yellowpages.com.au

Category Headings:
Computer Equipment Installation and
Networking
Internet Web Services

98 e-business made easy

 wireless e-business

O4 Corporation’s offers businesses the development, marketing

and implementation of enterprise solutions for mobile field
operations. See: http://www.04corporation.com

Simply Wireless provide a range of cost effective wireless e-business

solutions for small businesses. See: http://www.simplywireless.com.au

e-business made easy 99

wireless e-business

5th Finger provides mobile marketing services for organisations. It can send
coupons, competitions and tactical advertisements to your customers’ mobile
phone and electronically track the results. See: http://www.5thfinger.com

100 e-business made easy

18. e-business
legal considerations
e-business legal considerations

This section is based on information contained in the NOIE report

entitled “Trusting the Internet” (July 2002) and is reproduced and
amended with permission.
> Data privacy protection - Businesses may
What are your have to comply with privacy legislation
individual and aimed at protecting the privacy of
customers’ personal information
business legal In the paragraphs below we describe briefly
requirements? some ways in which our law seeks to address
these issues:
There are various legal and regulatory issues
Non-Repudiation - the Electronic
that help enable e-commerce in the Australian
economy. Some of these are legislative - such Transactions Act 1999
as the Electronic Transactions Act 1999 and The Electronic Transactions Act 1999 (Cth)
the Privacy Amendment (Private Sector) Act (ETA) received Royal Assent on 10 December
2000. Some activities are regulatory and 1999 and commenced operation on 15 March
enabling - the Government’s Gatekeeper 2000.
Strategy and educating business and
consumers about e-security infrastructure, risk Since 1 July 2001 the ETA applies to all
management and consumer protection when laws of the Commonwealth unless specifically
using the internet. excluded by the Electronic Transactions
Regulations 2000 (as amended).
It is important that Australian businesses
understand there are various laws that impact The ETA creates a ‘light touch’ regulatory
on commerce, authentication and privacy. regime that facilitates electronic commerce in
Australia and gives business and the
In order to do business over the Internet it is community the option of using electronic
important to ensure: communications when dealing with
Government agencies. It removes existing
> Non-repudiation of payments and legal impediments to the use of electronic
transactions - Businesses must have communications to satisfy certain legal
confidence that a payment made over obligations under laws of the Commonwealth.
the Internet is irrevocable. A contract The ETA also allows parties to agree to
formed over the Internet must be binding contract electronically.
and capable of enforcement against a
defaulting party The ETA is based on two general principles:
> Security - Businesses must be able to know functional equivalence (or media neutrality)
with a high degree of confidence that their and technology neutrality. Functional
transaction details and other valuable equivalence means that paper documents
commercial information will not go beyond and electronic transactions ought to be
those intended to know about it treated equally.
> Authenticity - It must be possible to tell
the true identity of the other party to an Technology neutrality means that the law
on-line transaction. It should be noted that does not discriminate between different forms
authentication technologies ensure people of technology - this is intended to allow a
are either ‘eligible’ or ‘specifically certain amount of fluidity in the development
identified’. Authentication of eligibility of e-commerce technology without placing
does not require comprehensive elements too high a burden on the business community
of identity to comply with particular specifications.

102 e-business made easy

 e-business legal considerations

In general terms the ETA allows businesses to fulfil, in Privacy - Private Sector Amendments
electronic form, any of the following requirements of a In December 2000 the Privacy Amendment (Private
law of the Commonwealth: Sector) Act 2000 was passed through Federal
Parliament. This amends the Privacy Act 1988 (Privacy
> Giving information in writing (i.e. making Act) which previously applied primarily to public sector
applications, lodging claims, making requests, agencies. As a result of the amendments, which come
lodging certificates etc.) into force on 21 December 2001, the Privacy Act will
> Providing a signature apply to the private sector as well as the public sector.
> Producing a document in material form
> Recording or retaining information The new privacy provisions will apply to businesses with
an annual turnover of more than $3 million and all
These requirements may be fulfilled electronically under health service providers (regardless of turnover).
conditions relating to information integrity, accessibility, Businesses with an annual turnover of $3m or less are
receipt confirmation and format. The ETA also allows exempt from the laws unless one or more of the
people and businesses to deal electronically when both following statements is true for the business:
parties consent. This consent can be inferred by conduct.
> It is related to another business (for example its
The ETA also stipulates the time and place of dispatch holding company or a subsidiary) that has an annual
and receipt of electronic communications. This can be turnover of more than $3million
important in many transactions. Generally, a contract is > It provides a health service and holds health records;
taken to have formed at the place where acceptance of > It discloses personal information for a benefit service
the offer to transact is received. The ETA provides that or advantage
receipt of an electronic communication occurs at the > It provides someone else with a benefit; service or
place of business of the addressee or, if the addressee advantage to collect personal information
does not have a physical place of business, at the > It is a contracted service provider for a
addressee’s ordinary place of residence. The time of Commonwealth contract; or
receipt is the time when the electronic communication > It has chosen to “opt-in”
enters an information system designated by the
addressee. If no such system has been designated, an There are also exemptions from coverage in the
electronic communication is received when it comes to following circumstances:
the attention of the addressee.
> The journalism activities of media organisations; and
All States and Territories have passed complementary > Acts or practices by a business that are directly
Electronic Transactions Acts to ensure uniformity of related to:
e-commerce transactions nationally. The ETA and this (a) A current or former employment relationship
uniform legislative framework allows businesses to between the employer and the individual; and
enter into binding, enforceable agreements with (b) An employee record held by the organisation
Government departments and agencies, and to agree
to contract with other businesses, electronically. For more information on what is exempted, please
see Information Sheet 12 located at:
http://www.privacy.gov.au/publications/IS12_01.pdf

e-business made easy 103

e-business legal considerations

Under the changes to the Privacy Act, a set of To assist organisations in deciding whether it
National Privacy Principles (NPPs), which is appropriate to develop a privacy code and
describe minimum standards for the handling to outline the matters that need to be
of personal information apply to the private addressed in the development of the approval
sector. These principles relate to the manner of a code; the Office of the Federal Privacy
in which personal information may be Commissioner has developed “Guidelines on
collected and used, and to whom it may be Privacy Code Development” located at:
disclosed. The NPPs require that businesses http//www.privacy.gov.au/publications/cdg_
which use personal information is open about 01.pdf
their information practices and maintain the
accuracy of the personal information. Privacy - Australian Standards can assist
with compliance by business
Businesses must use reasonable efforts to A number of Australian Standards can assist
keep personal information secure. They must businesses in complying with their obligations
not use Government identifiers such as tax file under the National Privacy Principles (NPPs),
numbers, to identify individuals and where which came into force on 21 December 2001.
reasonably practicable must allow users to
transact business anonymously. Additionally, Established and widely accepted
the NPPs give individuals a right to access
standards like Australian Standards can
information that is held about them and a
right to correct it if it is inaccurate. The NPPs help organisations make sound
also place certain restrictions on offshore judgments about how to comply with
transfer of personal information. the Act. ... NPP 4 deals with data
security and requires organisations to
To assist organisations in complying with the ‘take reasonable steps to protect the
NPPs, the Office of the Federal Commissioner personal information it holds from
has issued Guidelines to the National Privacy
misuse and loss...’. In judging what
Principle located at
http://www.privacy.gov.au/news/pab.html#3.2 steps are reasonable, it would be
sensible to refer to well-accepted
An integral feature of the private sector standards for data security such as
amendments is the option for businesses to AS/NZS ISO/IEC 17799:2001 Information
develop their own privacy codes which when Technology - Code of Practice for
approved by the Privacy Commissioner, Information Security Management.
replace compliance with the NPPS. The Codes
Second, while the NPPs do not require
are allowed to vary the National Privacy
Principles, but they cannot impose a lower organisations to have a privacy
standard than that required by the NPPs. compliance strategy in place, this would
Codes must be approved by the Privacy clearly be a prudent move for many
Commissioner and must either be enforced organisations, especially larger ones. In
through the Privacy Commissioner’s Office or designing a strategy, standards such as
through a code adjudicator. AS3806, Compliance Programs can
provide an invaluable source of advice.

Brant Pridmore Director, Compliance

Office of the Federal Privacy Commissioner

104 e-business made easy

 e-business legal considerations

Other Australian Standards may also be helpful. For

example, AS 4269, Complaint Handling will assist
organisations to establish systems to deal effectively
with privacy and other customer complaints. AS/NZS
4360, Risk Management, can help businesses assess
their risk of non-compliance with the NPPs.

Further information on compliance with the data

security NPPs can be obtained from Information Sheet
6 located at
http://www.privacy.gov.au/publications/IS6_01.pdf
Companies should also talk to their industry associations
about developing voluntary codes of conduct.

Laws for computer offences and privacy breaches

Agreement has been reached between the
Commonwealth and the states and territories to
implement in all jurisdictions new laws to address
shortcomings in existing computer offences. The
Cybercrime Act 2001 amends the Criminal Code 1995 to
outlaw certain activities such as unauthorised accessing
or modification of commercial or confidential
information, unauthorised impairment of electronic
communication and possession or control of data with
intent to commit a computer offence (which may
include viruses and security software).

Where to go online for relevant laws

The Privacy Amendment (Private Sector Act) 2000 www.privacy.gov.au/privacyact/index.htm

The Trade Practices Act 1974 www.scaleplus.law.gov.au/html/pasteact/0/115/top.htm

The Australian Securities and

Investments Commission Act 1989 www.scaleplus.law.gov.au/html/pasteact/0/135/top.htm

The Electronic Transactions Act 1999 http://scaleplus.law.gov.au/html/pasteact/3/3328/top.htm

e-business made easy 105

106 e-business made easy
19. do it yourself
e-business analysis
do it yourself e-business analysis

19. Do it yourself
e-businessanalysis
To assist small and medium sized businesses to achieve a return on investment for any e-business
activity, the following do it yourself e-business analysis can be undertaken. Here is our suggestion:

alculation
E-Business Return on Investment C ($)
000,000
Step 1 Revenue 000,000
Step 2 + Add: Expense Reductions (000,000)
Step 3 - Deduct: Up Front Fixed Expenses (000,000)
Step 4 - Deduct: Operational Expenses 000,000
t Tangible benefit
Step 5 Calculate return on Investment/Ne

Step 1 - Calculate Revenue eg.

the Internet?
Have you increased sales directly via
via the Internet?
Have you increased sales indirectly
converted to a sale)
(i.e. sales lead from a website and 000,000
Total Increased Revenue

g.
Step 2 - Add Expense Reductions e
Have you reduced telephone bills?
, couriers and handling?
Have you reduced postage, freight
cartridges?
Have you reduced paper and printer
e and superannuation costs?
Have you reduced banking, insuranc
ing tax forms?
Have you reduced staff costs in lodg
branch to deposit cheques?
Have you reduced time travelling to
ing online at reduced prices?
Have you reduced costs from purchas
ieve information when out of office?
Have you reduced costs for staff retr ents?
el to banks, post offices and newsag
Have you reduced staff costs to trav
costs?
Have you reduced customer services
odation costs?
Have you reduced travel and accomm
nding meetings?
Have you reduced staff costs for atte 000,000
Total Expense Reductions

108 e-business made easy

 do it yourself e-business analysis

Step 3 - Deduct the Up Front Fixed

Expenses eg .
Computer hardware including Mod
em
Computer software
Website and Content management
systems
Network, intranet and extranet syst
ems
Anti-virus and Security software
Electronic customer relationship man
agement software
Staff Training on technical systems
Telecommunications hardware and
connection costs
Total Up Front Fixed expenses
000,000

Step 4 - Deduct the Operational Exp

enses eg.
Internet Service Provider
Hosting of Website
Permission Email marketing
External technical support and mai
ntenance services
Telephone lines
Staff Training
Staff dedicated or allocated to web
site and customer service via ema
Online Advertising il
Privacy Policy
Total Operational expenses
000,000

Step 5 - Total return on Investment

/ Net Tangible benefit
000,000

Interesting Fact
56% of businesses surveyed identified that they had already recovered their
investment in e-Business with a further 8% believing they would recover
their existing investment in the next year. Source: 2003 Yellow Pages E-Business Report
®

e-business made easy 109

110 e-business made easy
20. glossary of
e-business terms
glossary of e-business terms

20. glossary of
e-businessterms
Third-Generation Technology (3G) Bluetooth
Advanced wireless technology and a faster A type of wireless technology providing
version of GPRS. Expected to reach maturity short-range radio links, enabling users to
between 2003 and 2005, when 3G technology connect a wide range of computing and
promises to keep people constantly connected telecommunications devices without the
to the Internet. need to buy carry or connect cables.

Asymmetric Digital Subscriber Line Broadband

(ADSL) A type of Internet connection that allows
A new technology that allows more data to permanent access between a computer and
be sent over existing copper telephone lines an ISP without using a dedicated telephone
to and from a computer and Internet line. There are three main types of
Service Provider. broadband technology including cable,
ADSL and satellite.
Affiliate Marketing
Advertisers that sell goods online can develop Business Automation
a network of “affiliates” that put up banners A contact manager, job activity and job
or other links on their own websites in return tracking system that allows fast and flexible
for a proportion of the business generated communications with a mobile workforce.
(also known as partnership marketing).
Cable
Application Services Provides (ASP) A device that uses television cables to connect
A specialised form of an Internet Service a computer to a local cable television line
Provider that allows an organisation to rent and receive data at higher rates than a 56k
software application for a fee. Applications dial-up.
are then distributed through a network to
many customers in exchange for ongoing Chat Group
smaller payments (as opposed to one fixed, A chat group is formed when Internet
upfront price). users talk to each other via their browser
or another application. Several applications
Business-To-Business (B2B) exist for chat groups including I Seek You
Also known as e-biz, B2B is the exchange (http://www.icq.com) and Internet
of products, services, or information between Relay Chat.
businesses rather than between businesses
and consumers. Click-Through Rate (CTR)
The click-through rate defines those visitors
Banner Advertising who click on an online advertisement as a
A hypertext link with graphical elements, percentage of the number of times that the
which has the ability to bring potential advertisement appears. The cost per click
customers directly to an advertiser’s website. (CPC) is the cost paid per click-through.

112 e-business made easy

 glossary of e-business terms

Content Management System (CMS) E-Business

A software package that creates and maintains content E-Business presents a broader dimension of
on a website by providing a set of tools for creating, e-Commerce as it represents:
editing and publishing the WebPages and directories
that make up a website. 1. A range of online tools and processes that transform
a company’s value proposition by using sophisticated
Cost Per Thousand (CPM) data warehousing to target customers more
Cost per Thousand (Roman M) impressions is the price effectively, networks to link companies with
paid by advertisers to a website to display a banner suppliers, distributors and other business partners;
advertisement one thousand times. and flexible organisational infrastructures that adapt
to change.
2. A way for companies to participate as part of a larger
Cost Per Acquisition (CPA)
networked community of providers, each bringing
Determines how much it costs to acquire a new
specialised skills and new levels of performance to an
customer, measured by the number of qualified
e-market place.
customer actions such as sales or registrations against
advertising costs.
E-Commerce (Electronic Commerce)
Digital Certificate The exchange and processing of business transaction
information using computers connected through the
Identification cards issued by a third party prove that
Internet. Transactions include selecting, ordering,
the sender is the person they claim to be.
invoicing or paying for goods via the web.
Domain Name
Electronic Customer Relationship Management
An address or URL for a specific website and is the text
name corresponding to the numeric IP address of a (E-CRM)
computer on the Internet. It consists of an organisation An integrated sales, marketing and service strategy that
or brand name and a suffix e.g. is used to identify, attract and retain an organisation’s
www.mybusiness.com.au customers through innovative Internet technology.

Digital Subscriber Line (DSL) Electronic Finance (E-Finance)

Enables high-speed transmission of digital data over An online financial, business or banking service that
copper telephone lines. In addition to providing a faster allows real-time access to account information and
connection, DSL allows you to be online and on the enables financial transactions via the Internet.
phone at the same time.
Electronic Mail (E-Mail)
E-Mail (or e-mail) the exchange of computer-stored
messages using telecommunication equipment.
Although the body of a message is encoded in ASCII
text, you can send non-text files, such as graphic
images and sound files, as attachments in binary
streams. E-Mail was one of the first uses of the Internet
and is still the most popular single use.

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Electronic Marketplace (E-Marketplace) General Packet Radio Service (GPRS)

A website where companies buy and sell Next generation in mobile network technology
products and services using different trading provides a path to 3G networks. With GPRS,
and purchasing mechanisms, including data is sent and received in small packets far
catalogues, auctions, reverse auctions, more efficiently than on GSM networks,
requests for quote (RFQ) and requests for delivering significant improvements for users.
tender (RFT).
Global System for Mobile
Encryption communication (GSM)
A secure way of sending information such as A digital wireless telephone system commonly
credit card numbers over the Internet. The used in Europe and Australia.
payment details pass through a complex
mathematical process so information is coded Hacking
before it is sent and received. An attempt by an intruder to gain
unauthorised access to computer systems for
Electronic Procurement (E-Procurement) the purpose of stealing personal and financial
A business-to-business (B2B) purchasing information.
system that offers electronic purchase order
processing and enhanced administrative Hit
functions for buyers and suppliers. The number of individual files downloaded,
such as text or graphics, from a website.
Extranet When a visitor arrives at the destination
An Intranet partially accessible to authorised website their computer sends a request to the
outsiders. Whereas an intranet resides behind website’s computer to start displaying pages.
a firewall and is accessible only to people who Each element of a page (including graphics,
are members of the same company or text and so on) is recorded as a ‘hit’. As page
organisation, an extranet provides various designs vary from site to site, the number of
levels of accessibility to outsiders. You can hits bears little relationship to the actual
access an extranet only if you have a valid number of pages viewed or visits to the site.
username and password. Your identity So hits are not confused with Impressions.
determines which parts of the extranet you
can view and what you can do. Home Page
A home page is the first page presented at a
Firewall site or presence on the World Wide Web. The
Prevents unauthorized access to or from a usual address for a website is the home page
private network by examining each message address, although you can enter the address
and blocking those that do not meet the (URL) of any page and have that page sent
specified security criteria. to you.

File Transfer Protocol (FTP) Hypertext Markup Language (HTML)

A protocol used to upload files from a The authoring language or code used to create
workstation to a server or download files from documents on the web. HTML defines the
a server to a workstation. Most FTP servers layout and architecture of a Web page by
require the user to log on in order to transfer using different tags and attributes.
files. When “ftp” appears in a URL, it means
the user is connecting to a file server, not a
web server.

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Hypertext Transfer Protocol (HTTP) Kilobits Per Second (Kbps)

Used to transfer files from a Web server onto a browser Measures of data transfer speed, usually used to
in order to view a web page online. When “http” indicate how fast the modem transfers data. The higher
appears in a URL, it means the user is connecting to a the number, the faster you can surf.
Web server, not a file server.
Local Area Network (LAN)
Instant Messaging (IM) A network of computers communicating over short
Generally quicker than email, this service allows you to distances in restricted areas, such as a campus of a
see whether a chosen person is online and, if they are, university. Many LANs have connections to larger
to exchange instant messages. In order for IM to work, networks.
both must be using the same instant-messaging
program. Modem - (MOdulator-DEModulator)
A device that allows a computer or terminal, to transmit
Internet data over a standard telephone line. It converts digital
A worldwide network of computers that facilitates data pulses from the computer to audio tones that an analog
communication services such as remote login, file telephone line is set up to handle and vice versa.
transfer, electronic mail, newsgroups and the World
Wide Web. Online advertising
Online advertising encompasses many forms of
Intranet interactive advertising including banner advertisements
A collection of private computer networks within an on website, sponsorship buttons, keyword and classified
organisation, accessible only to members of the same listings, links, text within e-mails, branding chat group
organisation. It sits behind a firewall so computers and optimising search engine results. Online advertising
cannot be reached directly from the public Internet can be in a graphic, audio or video format.
network.
Online networking
Internet Protocol Address (IP Address) Uses internet, intranet and extranet technology to
Every computer that communicates over the Internet is collaborate amongst certain groups of users, such as
assigned a numeric IP Address that identifies the device employees or partners.
and distinguishes it from other computers on the
Internet. Online purchasing
A system where products and services are viewed via
Integrated Services Digital Network (ISDN) the Internet, items are selected for purchase and an
A suite of standards for digital communication over the electronic transaction is completed with a credit card or
public telephone network. ISDN delivers a five-fold other form of payment.
speed improvement over modems and provides close-
to-perfect transmission reliability. Passwords
A word or code that functions as a security measure, to
Internet Service Provider (ISP) protect against unauthorised access to data. The word or
A company that provides access to the Internet and e- code is entered in order to acquire access to the data.
mail for a monthly fee. Some popular ISPs include AOL,
Telstra Bigpond, OptusNet and Connect. Portal Digital Format (PDF)
It is the file format used for transferring Adobe Acrobat
files over a TCP/IP network such as the Internet.

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Permission Marketing Short Messaging Service (SMS)

An online direct marketing technique that A service for sending text messages of up to
requires the consent of the customer before 160 characters to compatible mobile phones.
distributing targeted marketing information
(also known as opt-in email marketing). Spam E-Mail
Unsolicited or unwanted e-mails sent to a
Pretty Good Privacy (PGP) recipient’s e-mail address. Considered by
A specific, public form of cryptography, some to be one of the most serious breaches
developed by Phil Zimmerman, which is often of netiquette because of its intrusive and
used to encrypt e-mail offensive nature (also referred to as junk
e-mail).
Public Key Infrastructure (PKI)
The policies and procedures that exist for Secure Socket Layer (SSL)
establishing a secure method for exchanging A protocol designed for secure communication
information within an organisation, an over the Internet. These protocols encrypt
industry, a nation or worldwide. It makes use data transmissions, making it almost
of certification authorities and digital impossible for someone to interfere with
signatures, as well as all of the hardware and electronic transmissions. When connected to
software used to manage the process. This a web server using one of these protocols, a
infrastructure creates a system of trustworthy gold lock icon will appear on the bottom right
Certification Authorities, consisting of policies, hand side of the browser status bar. HTTPS is
legislation, and facilities. a term used for exchanging files on the web
via an SSL server.
Point of Presence (POP)
Telephones number that enables dial-up Virtual Private Network (VPN)
access. ISPs generally provide many POPs so Provides end-users a way to privately access
that a user can make a local call to gain information on a corporate network (e.g.
Internet access. Intranet).

Portal Virus
A term given to websites that act as gateways Malicious pieces of computer code that make
to the web. They are places that Internet unauthorised changes to a computer. A virus
users go to find directions to other websites or can be transmitted as an attachment on an e-
the answers to their online needs, primarily mail, by downloading infected programming
because they provide structure and from other websites, or through a floppy disk
convenience through comprehensive content. or CD.

Satellite Wireless Application Protocol (WAP)

An Internet connection using microwave radio A global, open standard giving mobile users
spectrum to send and receive data to a access to Internet services through handheld
computer through a satellite dish. devices, without the need to connect to a
separate laptop or data-enabled device.
Search Engine
A program that indexes documents and then
generates relevant matches to it when a user
requests a search. Examples of search
engines include Google, Alta Vista and Yahoo.

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Web Hosting
Houses, stores and maintains website files on computer
servers in return for a monthly or yearly fee. Most
websites are hosted on a dedicated web server at the
external Web hosting provider’s location.

Website
Related collections of web pages on the Internet,
comprising of files that are organised into a hierarchy.
Each file or document contains text or graphics that
appear as digital information on a computer screen.

Wide Area Network (WAN)

A network of computers not limited to systems in close
proximity. A WAN often links a number of LANs
together.

Wireless
A type of technology that uses automated interactive
devices without physical connectivity, such as wires
or cabling.

World Wide Web (the web or ‘WWW’)

A global hypertext system that uses the Internet as
its transport mechanism. In a hypertext system, you
navigate by clicking hyperlinks, which can call up
another document, a graphic image or a sound file.
The links can be to files on the same computer, or on a
computer on the other side of the world. The web was
conceived in 1989 when Tim Berners-Lee proposed the
development of a system to would enable scientists to
browse each other’s papers, to the European Particle
Physics Laboratory (CERN) in Switzerland. The language
and protocol he developed led to the World Wide Web
we know today.

Extensible Markup Language (XML)

A programming language that allows Web developers
to create customised tags that will organise and deliver
Web content more efficiently than HTML.

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www.sensis.com.au Telephone 1800 202 200 July 2003