How is technology changing the way organisations conduct business nowadays? Why is important for a company to keep abreast with changes in technology? Illustrate your answer with examples.

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Introduction

The postal service, radio, telephone, television and, more recently, the electronic media have radically altered the way that organizations conduct business nowadays.

Each technology has provided different means of reaching final customers that have varied from mail order catalogues, inbound and outbound telemarketing, direct response advertising involving coupons and “phone now” appeals and, more recently, electronic media that include the internet, e-mail and interactive cable television.

At the Office � Image Systems Ltd




Technology has changed the face of the office. Not only are office workers more productive, but office equipment is being consolidated; it is more environment-friendly and more efficient.

One of the leading office equipment suppliers, Image Systems Ltd of Strait Street, Valletta, this year celebrates 5 years in business. Technology has changed the market, Image Systems general manager Alex Gollcher told The Sunday Times. Over the past five years we have moved from an analogue machine to a digital machine. The digital machine today is fully networkable, more reliable with fewer mechanical parts.With the digital technology has come an improvement in laser technology so, Mr Gollcher pointed out, less toner is being used, and a better toner that is more environment-friendly.

The latest office equipment can be integrated into the IT structure no matter the platform - Microsoft, IBM or any other - and users can communicate with these machines, controlling them from anywhere within the office.

The latest machines from Xerox, marketed in Malta by Image Systems, are multi-function productivity centres that integrate scanning, faxing, printing and photocopying in a single unit.

Email Marketing -

E-mail is one of the most pervasive media available today. It reaches us at work and at home, and since we are accustomed to dealing with e-mails as soon as they come in, they also elicit immediate response. To top all this, e-mail is very cost-effective. Therefore its not a surprise that e-mail marketing is one of the most used tools on the Net.

Internet � Websites Accessibility �MaltaNET



Maltanets customer care call centre boasts handling more than 1,500 calls and ensures a reply to 600 plus e-mails a week. Maltanet is committed to provide a superior quality customer service, both online on http//www.maltanet.net or by phone on 1 48600.

Video-conferencing

Working effectively with your business associates, whether in the next building or halfway across the globe, is critical in todays business environment. But logically, it isnt always feasible to be in the same place at the same time with co-workers, especially if much of the information you need is stored on your PC. Video conferencing provides a solution since it focuses on person-to-person interaction. Anyone equipped with a desktop video conferencing system can participate in any office discussion, anywhere, via user-friendly video windows.

Video conferencing can benefit, your company, your employees and the whole community. Video conferencing helps companies compete in the global market since employees can work from home during the business hours of others, in a variety of time zones.

Although telephones and faxes have been with us for a number of years, the benefits of video conferencing are better as it allows you to meet face to face, as if both parties were in the same room. A questionable document or figure may be easily viewed by both parties as if it was their own PC. Agreements are reached without having to send and resend documentation through your fax.

Telephone Systems

And with the advent of wireless technology, people are now surfing the web on their cell phones, using mobile commerce or m-commerce and receiving e-mails between phone calls. In short, e-marketing’s technological horizons are limitless.

The advent of the telephone was instrumental in fostering telemarketing. In this marketing communications system trained specialists use telecommunications technologies to conduct marketing and sales activities. Outbound telemarketing is a cross between direct mail and face-to-face selling via a sales force. Its main attraction is its versatility, lower cost per contact especially via technological integration that needs to be weighted against its intrusive nature.

Telemarketing has also been used very effectively for the inbound situation. In the UK, Direct Line for car insurance and First Direct in banking are two very successful examples where verbal interaction is valued by customers and the internet may not offer as obvious an upgrade as one may at first think.

ISDN is a proven and reliable service.

It gives fast access to information instantaneous call set-up and guaranteed high data speeds mean less time waiting.

It’s simple having telephones, faxes and computers connected on the one ISDN services makes it an obvious upgrade choice for analogue phone users.

It’s flexible ISDNs wide range of communication options gives customers the opportunity to add new locations to their businesses and grows with them as they expand.

It can increase productivity and profitability ISDN supports new ways of sharing information and working together - such as video conferencing and e-mail which allow people in different locations to work more collaboratively and efficiently.

It assists your customer service An ISDN service gives businesses more options for client contact through telephone, fax, the Internet or PC to PC.

Overseas phone calls through Maltacom will soon cost a fraction of the existing tariffs, thanks to the introduction of Voice Over Internet Protocol.

Costs to most European countries will vary between three and four cents, and just five cents a minute to Canada, a stark difference to the high rates currently charged over fixed lines.

The system is being introduced for commercial companies this week and will be phased in for residents by the end of the year.

The service, which will be called TalkTime, will be made available via Maltacoms internet subsidiary Terranet.

Following the liberalisation of the market last January, a number of other companies had started offering the simple to use VoIP.

Terranet manager Keith Fearne explained that all one needs to do is to buy a pre-paid calling card which would be on sale from leading outlets. People will need to call a local number, enter the PIN found on the back of the calling card and dial the overseas destination number when prompted.

The only extra charge would the cost of the local call, which would be charged at standard Maltacom rates.

Use of Mobile Phones in Malta

Mobile phone subscriptions have also overtaken the number of fixed telephone lines, which stand at 5. for each 100 population in Malta, reflecting trends overseas.

Marketing Databases

Your database is your most valuable marketing resource, but are you using it effectively? Harnessing the information you already have is an inexpensive way of achieving the most with your marketing efforts. But most information systems aren’t formatted to provide the simplified, easy to understand answers regarding your clients that marketing decisions require. And if you’re not asking the right questions, you might be missing out on new and innovative ways to approach and please your customers. Click Squad can help you leverage database marketing in the most efficient and informative ways possible. The advantages of database marketing are

• Know your customer. Database marketing allows you to improve the customer’s experience by determining their needs, revealing exactly what they’re after and when and where they want it. It can also help in calculating the exact value of your customer to your overall efforts.

• Know your market. Instead of running costly market studies, database marketing can help determine wide trends throughout your market. Database marketing is also one of the most efficient means of discovering those untapped areas of interest that can provide future revenue.

• Know your results. Database marketing is one of the easiest ways of both reaching and tracking the progress of your ROI goals. By using information you already have, database marketing requires less expenditure of your company’s marketing budget. Plus, by efficiently targeting your campaigns, database marketing requires less time and energy on your part. Results are easy to gage by Click Squad’s analysis.

The developments in computer technology has also made it possible to collect, store and retrieve data with relative ease when compared to the days when databases were card-based and immensely laborious and tedious to search and update. Not only have search facilities improved but also sophisticated analytical statistical techniques have made it increasingly possible to meet customer needs more specifically. Indeed, at the heart of much of direct marketing is the marketing database.

Evolving technology is fostering a move away from the traditional distinction between the two main paradigms in marketing that dealt separately with the business-to-customer and business-to-business situation. Technology is enabling greater focus supported by accurate profiles via the transactional database. Undoubtedly, precision marketing is the future. There is a concomitant emphasis away from products as such to an emphasis on facilitating process.



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