Internet/ E-Commerce for
SME’s
Practical example of project to increase
awareness on e-commerce/internet and
its use by SME's through case studies
Richard Sitruk, ETIS Director
External Relations ETIS
Internet for SME’s,
Seminar Paris
February 8-9, 1999
rs 1
ETIS
European Telecommunications Informatics Services
Boulevard Bischoffsheimlaan 33
1000 Brussels
BELGIUM
Richard Sitruk
Director external
relations ETIS
Tel:
Fax:
+32 2 223 07 71
+32 2 219 26 28
WEBsite: www.etis.org
richard@etis.org
ETIS Mission
Provide an organisation for
cooperation in IT related
matters for its members
Provide a forum for
communication & ideas
Identify Business & technical
issues related to IT
Facilitate joint activities
focusing on IT
Internet for SME’s,
Seminar Paris
February 8-9, 1999
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ETIS Members
Polish Telecommunications Company TPSA (Poland)
UTEL (Ukraine)
Cyprus Telecommunications Authority (Cyprus)
Telia AB (Sweden)
SPT Telecom, a.s. (Czech Republic)
Belgacom (Belgium)
Slovak Telecom (Slovak Republic)
Orange (UK)
·
Deutsche Telekom AG (Germany)
Finnet Group (Finland)
Telefonica de España (Spain)
Telecom Eireann (Ireland)
Rom-Telecom RA (Romania)
Telekom Slovenia (Slovenia)
Bouygues Telecom (France)
Tele Malta Corporation (Malta)
Telecom Finland (Finland)
Swiss Telecom PTT (Switzerland)
Austrian PTT (Austria)
PTT Telecom Nederland (Netherlands)
Telecom Italia (Italy)
Hellenic Telecommunications Organisation (Greece)
Bulgarian Telecommunications Company Ltd. (Bulgaria) MATAV (Hungary)
Entreprise des Postes et Télécommunications (Luxemburg) Telenor (Norway)
Internet for SME’s,
Seminar Paris
February 8-9, 1999
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Suppliers
& Associates
Working
Group
participants
LHS
Analysis
Sodalia
Amdocs Inc
Siemens Nixdorf
IBM
Andersen consulting
CSE Systems
Texas Instruments France
The Open Group
Data Dimension
Sun Microsystem*
Cap Gemini*
Marconi Potrugal
Teleglobe Canada
Theseus Institute
EURESCOM
Eunetcom
Telstra
BT
AT&T
·
Internet for SME’s,
Seminar Paris
February 8-9, 1999
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ETIS IN PERSPECTIVE
Standards
Bodies
TEM’s
ISV’s
ETIS
Members
IT
Suppliers
EC
sister
Organisations
Internet for SME’s,
Seminar Paris
February 8-9, 1999
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CEN/ISSS Electronic Commerce
Awareness Phase 1 Project
Man-Sze Li
Richard Sitruk
Internet for SME’s,
Seminar Paris
February 8-9, 1999
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Agenda
 About the Project
 Project and EC Awareness
 Demonstration
 Issues arising
Internet for SME’s,
Seminar Paris
February 8-9, 1999
rs 8
E-commerce is ...
Internet for SME’s,
Seminar Paris
February 8-9, 1999
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Business Issues & Opportunities
 Benefits
 Business planning
 Implementation
Internet for SME’s,
Seminar Paris
February 8-9, 1999
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e-commerce today
 Used as an additional channel for
traditional commerce
 Companies “wait-and-see” rather than act
strategically
 Too much information, not enough
understanding
Internet for SME’s,
Seminar Paris
February 8-9, 1999
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Agenda
 About the Project
 Project and EC Awareness
 Demonstration
 Issues arising
Internet for SME’s,
Seminar Paris
February 8-9, 1999
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Project Background
 CEN/ISSS EC Workshop Project
 Sponsored by European Commission DG III
under ECOM-IS initiative
 Phase 1
: Build baseline (This project)
 Phase 2 : Populate, disseminate and tune
Internet for SME’s,
Seminar Paris
February 8-9, 1999
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Objectives & Scope
 Provide an inventory of best practices
 Target users : company decision-makers
 Of practical relevance and use
 Successful implementations, available
market solutions, state of the art, guidance
Internet for SME’s,
Seminar Paris
February 8-9, 1999
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Key Elements of Inventory
 Provide convincing benefits, business
planning and implementation information
 Make maximum use of existing materials
 Fill in a real gap to give simplified but
effective awareness information
 Entry level information for the unconvinced
or uninitiated
Internet for SME’s,
Seminar Paris
February 8-9, 1999
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Deliverables
 An inventory of e-commerce best practices
• Web-site
• Printed material
 Project recommendations and information
Internet for SME’s,
Seminar Paris
February 8-9, 1999
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Planned Timescales
 Start: 98-10-13
 First draft deliverable:
99-01-06
 Public consultation meeting:
99-01-13
 Submission of draft deliverable: 99-02-27
 Deadline for approval:
99-03-17
 Final version of deliverable:
99-03-26
Internet for SME’s,
Seminar Paris
February 8-9, 1999
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Project Team Composition
Project Manager
Man-Sze Li
 Core Members
Alex Diediw, Ken Thompson, Virpi Tuunainen
 Regular Members
Stuart Campbell, Benoit Marchal,
Roberto Santoro, Richard Sitruk,
Peter Vander Auwera

Internet for SME’s,
Seminar Paris
February 8-9, 1999
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Critical Factors
 e-commerce: new and complex paradigm
 Awareness and education is key to help
managing complexity
 Many focused efforts & initiatives in place
•
•
•
•
Internet for SME’s,
Seminar Paris
•
February 8-9, 1999
MoU to Open Access to EC for SME’s
Training
Workshops
Conferences
etc...
rs 19
A Tool for Dissemination
But the “Awareness” project is different :
It should help:
“to pass from the level of general
knowledge and interest stimulation to the
level of ability to act”
M. Lemmel, Deputy Director , DGIII-Industry
Internet for SME’s,
Seminar Paris
February 8-9, 1999
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A response to
a real need
By Learning through
• Real “Business case studies”: Practical and
industry focused
• A simple methodology to understand better “Best
Practices” in e-commerce
• A flexible and co-operative process
Internet for SME’s,
Seminar Paris
February 8-9, 1999
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A response to
a real need
By Using
• Website
• A business focus, complementary to other
initiatives
• An efficient approach to deliver fast results
Internet for SME’s,
Seminar Paris
February 8-9, 1999
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Ultimate goal
The Awareness project should be a
‘Business Architect’ model to help:
• Develop support for entrepreneurial judgement
under conditions of rapid change
• Develop decision support based on dynamic
reasoning and simulation of market-, product- and
technology development
• Develop management team support for rallying the
networked firms
Internet for SME’s,
Seminar Paris
February 8-9, 1999
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Agenda
 About the Project
 Project and EC Awareness
 Demonstration
 Issues arising
Internet for SME’s,
Seminar Paris
February 8-9, 1999
rs 24
Information pyramid
Internet for SME’s,
Seminar Paris
February 8-9, 1999
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Agenda
 About the Project
 Project and EC Awareness
 Demonstration
 Issues arising
Internet for SME’s,
Seminar Paris
February 8-9, 1999
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Inventory Structure
E-commerce
Introduction
Case Study
Business
Overview
Case Study
Technical
Detail
Implementation
Guidance References
Internet for SME’s,
Seminar Paris
February 8-9, 1999
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Project Experience
 Neutral information difficult to gather
 Practical business focus
 Standardized solutions of best practices
Internet for SME’s,
Seminar Paris
February 8-9, 1999
rs 28
A step in the
right direction
 Current project a step in the right direction
 Deliverable is a baseline
 Deliverable to be tuned and enlarged
 Wider co-operation needed
 Project awareness needed
Internet for SME’s,
Seminar Paris
February 8-9, 1999
rs 29
From Telecom To Infocom
Retail
Shopping
Entertainment
Computer &
IT
?
Publishing
Telecommunications
Education & Training
Internet for SME’s,
Seminar Paris
February 8-9, 1999
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Industry Economics
“The
resources of the Industry should be
put to solving business problems, and
not self-imposed Technical problems”
Internet for SME’s,
Seminar Paris
February 8-9, 1999
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Case Study Conclusions
 Opportunities unlimited
 No magic bullet
 Service with a
:-)
 New business (models)
 Trust and confidence
 Plug and pay e-commerce.
Internet for SME’s,
Seminar Paris
February 8-9, 1999
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Information
http://www.isss-awareness.cenorm.be
msli@icfocus.co.uk
rs@etis.org
Internet for SME’s,
Seminar Paris
February 8-9, 1999
rs 33
Recommendations
 Commission
 CEN
:
:
 Everyone
:
Continue process
Provide focal point
Sustain momentum
Use the information
Encourage cooperation
Pool knowledge
Contribute case studies
Internet for SME’s,
Seminar Paris
February 8-9, 1999
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Internet for SME’s,
Seminar Paris
February 8-9, 1999
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