Little Known Revenue Angles
Internet World Toronto
© Stephen E. Arnold, February 2000
About This Presentation
New Offices in Harrod’s Creek, KY
Your Speaker on Casual Friday
What We’ll Cover
Definition for Web-sters
The “volume” problem
E mail: a special challenge
Time Won’t Let Us Discuss...
Windows 2000 Digital Network Architecture
Open source software (Linux, PLS, MySQL)
Network cache technologies
Handheld Web device technology
Wireless links and persistent connections
Application Service Providers and the “shrink-wrapped software” ...
A Growing Challenge
What Is Content Management?
ANSI-standard database engine
Work flow to move data from “legacy” or secure accounting systems to Web “engine”
Production mechanism (staff and / or outsourcing)
Working plan, timetable, and budget
More magnetism – eyeballs count
Stickiness increased – time spent in a site equals more buying power
Automation – reduced operating costs
E-mail management – reduced customer churn; more sales to existing customers
Content – the winner’s catalyst
Tomorrow’s Content Types
Web Data Explosion
Content doubling every six months (thankfully sites go dark)
Non-text outstrips text (Web cams and MP3 files)
E-mail doubles when Web expands 10 percent
Media rich sites – the “norm”
Web Content: Publicly Accessible
What Are the Two Keys to Success?
The Web User’s View
Yahoo’s! Personalization System
Clean, easy-to-understand design
Updates delivered every 15 minutes
Personal = Increased revenue from sales
Yahoo’s Free Personalized Page
Clever Transaction Opportunities
Shift to Multiple Service Site
Commerce – embedded service
Web services – pivotal
Blend of public-private activities
A “person” – a magnet for on-point information
Digital extensions – define “self”
Yodlee: ASP Content “Roll Up” Tool
Control panel for personal “content”
Secure and non-secure access
Multiple financial accounts (personal financial statement)
Wireless / multiple accounts (message control panel)
Yodlee Aims for Wireless and Web
Portable Identity: Facilitate Sell Through
Need a common interface to personal Web data:
The Enterprise View
Remember Yesterday – Islands of Systems, Users, Data
Why Webify Organizations?
No Web, limited personnel choices
Reduce certain costs
Expand time – opportunity to move faster
Integrate supply chain
Reduce “gravity”; that is, selected capital expenditures
Security and permissions – Who has access to what; who updates what and how
Check in and check out
Versions – An error can be “rolled back”
Database – A dynamic system, not a collection of pages
Reports – Usage, content flows, volume
Tools – Updates, changes
The Ektron Tools for Content
Online WYSIWYG functionality, cut and paste from Word without losing formatting, upload images and hyperlinks, create/edit tables, more.
Security via streamlined administration tool used by designated individual(s) for quick review/approval before changes go 'live' on a site.
The E-Mail Challenge
E-mail volume rising at twice the pace of Web penetration
In 1999, 300 million e-mails per day in the U.S.
23 million Americans used e-mail to order products ($20 billion)
By 2002, five times more traffic
Listened to customers buy more
Turnover reduced with fast customer service
Talavara Knowledge Console
Auto-answering of e-mail
Clustering / data mining of e mail
Logs of system actions
The Customer View
Cluster Analyses and Reports
E-Mail Logs, Including “New” Answers
Unique Emotive Index: Real Time Report Card on Customers’ Feelings
Talavara: E-Mail into Revenue
Auto-answer up to 20 percent of incoming e-mail
Select “most likely” answer and route about 50 percent of incoming e-mail
Classify and route remainder of e-mail
Content Management Drivers
Planning Gets More Important
What problem do we have to solve?
Does this fit with our culture, budget, and technological savvy?
Do we have the systems staff and infrastructure?
Do we have realistic expectations?
Have we visited sites where the system is in use and actually used these “solutions”?
The Next Generation
Today personal and enterprise tools are available
Costs for personal tools hovering close to zero
Enterprise tools range from $2,500 to more than $1 million (number of functions, servers supported, etc.)
Other Key Points
Content management – more and more important
The content “owner”
Knowing what’s on a site is a core function
Blend of enterprise and portable content management tools
Increased utility from “smart software”
Greater and greater ease-of-use
More choices at the sub-$1,000 level
Stable prices at the $50,000 and higher level
Arnold Information Technology
Founded in 1991, staff of eight full-time consultants and more than 25 part-time consultants
Provides technology assessment and information engineering services
One of the founders of the Point Internet service (“Top 5% of the ‘Net), sold to Lycos in 1995
Competitive intelligence profiles of 40 information companies
Builder of Talavara e-mail man-
Arnold Information Technology
Online yellow pages strategy for a Regional Bell Operating Company (service now deployed)
Electronic publishing work flow and system engineering for a major technical publishing firm
Market research about interactive services among leading scientists and engineers.
Business and technical market studies.