Subscribe to Advertising & Marketing Review!|
Contact Ken Custer at 303-277-9840.
The Interface Race
by Glen Emerson Morris
Copyright © 1994 - 2010 by Glen Emerson Morris
All Rights Reserved
keywords: Internet advertising, Internet marketing, business, advertising, Internet, marketing.
For more advertising and marketing help, news, resources and information visit our Home Page.
One of the requirements of a computer network that connects everyone in the world
together, is that it has to be easy enough for anyone in the world to use. The current
difficulty in using the Internet limits its users to the computer literate, and those
businesses that can afford to hire them. However, this is condition is likely to change
drastically in the next six months for several reasons.
In the Internet's first couple of decades the interface issue was a familiar technological
Catch 22; there weren't enough users to pay for an easier interface, and there never
would be enough users until the interface was made easier.
These days, with high estimates ranging at thirty million, the Internet finally has
the user base to attract real development capital, and it is doing so on a scale
few would have predicted only a year ago.
Just six months after the announcement of CommerceNet, one of the first Internet
based business to business communications networks, businesses nationwide are scrambling
to go on-line. Software companies are pouring millions of dollars into developing
easier to use network communication software, and as the easier to use software becomes
available, even more firms are encouraged to go on-line.
This development is not limited just to business to business communications. By the
end of November, all of the major on-line services in the US, Compuserve, Prodigy,
GEnie, America Online, and Delphi, will offer some degree of Internet connectivity,
and they are racing to provide full Internet service as fast as they can.
When it became apparent that ease of use was directly correlated to marketshare, on-line
services started plowing back profits into developing easier to use systems until
something like an arms race began, only this one is self-funding, and everyone involved seems to be winning.
Marketing and advertising departments stand to be among the biggest winners in the
"interface race". They will acquire a new way to reach consumers, and for consumers
to reach them, at marginal risk and expense. All they have to do to profit from this
new technology is to integrate it into the way they do business. But it must be done
Unfortunately, there isn't a lot of lead time, and events are somewhat misleading.
Developments in the business to business side of Internet communication are getting
a lot of press now, but in the long term these are far less significant than current
developments in the consumer to business side.
The goal of the consumer to business Internet markets is to make the Internet as easy
to use as a TV or microwave. This is essential for making the Internet a mass communications
media, and it's only months away.
By the end of the decade a business not networked to other businesses--and customers--will
be the equivalent of a business without a phone in the sixties, or a fax in the eighties.
Back to top