Sponsoring connection and interactivity

Most best practice businesses pride themselves on the interaction among their employees , customers, suppliers and, increasingly, competitors ; the result being higher levels of know-how and stronger business performance.

Business to business (B2B) e-commerce is a modern-day example of how close connection and better interaction is leading to improved competitive advantage. McKinsey and Co. estimates that B2B transactions will be worth over US$1.4 trillion worldwide in 2003, with the Asia Pacific accounting for 20 per cent of this figure. The research group , Jupiter Media Metix, estimates that by 2005 this figure will have grown to US$6.3 trillion, where 42 per cent of total sales will be done via the web. So, apart from the benefits of exchanging knowledge, there is staggering growth in business transactions such as tendering and ordering products and services.

The growth in web-generated B2B e-commerce is based on the economies of scale that come from seamless transactions between suppliers and businesses. Simple examples could include expanding your expertise in the marketplace by sharing know-how, obtaining faster and cheaper services such as a printing job or buying new versions of software. Business has certainly moved a long way from just ringing a contact from your local telephone directory or relying on one trusted referral. To be competitive in today s workplace a web presence has become an essential.

As you would expect, the types of web-enabled B2B alliances are diverse and in constant flux. The key players change on a daily basis. However, there are a number of broad categories worth exploring, beginning with businesses that help suppliers and buyers to find each other, like eBay. Then you move to other types like Amazon who are a clearing house for goods and services. There is Expertcentral, which assists people to share ideas or ask experts for opinions . Businesses like Cisco Systems connect customers, partners , suppliers and employees in a global supply network by giving immediate access to supply and demand information in a host of areas including manufacturing, finance and design. Fedex helps people to get the latest information on delivery and distribution. If you are an architect, contractor or professional and wish to share documents and conversations on such issues as large construction projects, Buzzsaw may be for you. No doubt in the years ahead this avenue of assistance and service delivery will expand into many more categories and features.

Of course, connection and interactivity is not just business to business; it could include employee to employee and business to customer. The size and scale of the Internet offers the potential to anyone to have access to millions of possible contacts and opportunities. Depending on your interest, anybody can join a discussion group, join a chat room, send an e-mail or connect with someone new. People no longer have to wait to get an answer; we all have an opportunity to be free agents for our learning.

However, with this access comes responsibility to ensure we are not abusing the privilege. When seeking our answers and exploring new pathways of knowledge, integrity and ethics are very important. For example, not overstaying your welcome, dumping junk and unsolicited advertising on people or deploying careless language can quickly destroy potentially worthwhile e-relationships. A little respect and graciousness can go a long way.

Finally, it is worth noting that web-enhanced business-to-customer (B2C) relationships are explored in more depth in Chapter 12. But for now it is important to introduce the concept of building a customer relationship based on greater openness and learning. I know from my consulting business that close relationships are the most important ingredient of success. Without close and intimate sharing of knowledge I would never grow and develop. In many ways business success is directly linked to how knowledge-enhancing contacts are obtained, nurtured and maintained over time. In business this notion can be extended to business interfaces with other parties, whether they are suppliers, contractors or business partners, while not forgetting the wonderful value of knowledge-enhancing employees as well.