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GBE_803_Com_L4_ECom_2010

Apr 08, 2018

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    GBE:803

    Business Enterprise

    Communication Technology

    Session Four

    E-Communication

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    Session Overview

    This topic addresses a range of high level

    electronic applications to business

    communication, in particular the manner inwhich electronic forms of communication

    may assist or disrupt business processes

    and transactions.

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    Session Objectives

    At the completion of this topic, participants

    should be able to;

    Understand the impact of emergingtechnology on communications.

    Recognize some of the barriers to

    communication that technology creates.

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    Text Book Reading

    Section Three: Unit 15, pages 233-249

    Section Five: Unit 20, pages 355-370

    Section Five: Unit 24, pages 438-451

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    Introduction

    Large multinational businesses, world

    trade, consumer capacity, competition and

    multi-cultural societies (due to travel andmigration) create new challenges of

    communicating across cultures, time

    zones and languages in a cost effective

    manner

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    What is E-Communication?

    Electronic transmission of information that

    has been encoded digitally (as for storage

    and processing by computers)

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    What is needed for two people to

    communicate by speech?

    Brains sending & receiving devices that determine

    content of message

    Mouth, vocal cords, and ears connection devices thatsend and receive messages

    Air to carry vibrations communication channel

    Language rules and procedures for sending message

    Electronic communication has same needs

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    Forms of E Communication Websites

    Static Web Pages

    Dynamic Web Pages

    Message boards and discussion forums

    News feeds RSS

    Blogs

    Documents & Forms

    Sound & Videos Plug Ins

    Email

    Distribution Lists

    Electronic Newsletters

    Ideas for your

    group

    assignment?

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    QuestionThe volume and speed of communication requirements

    for modern business is creating a sense ofinformationoverload.

    We communicate more, with more people and businessowners expect fewer people to do more in the allottedtime that we once did less.

    Twenty years ago, telephones sat on a desk, now theyhave become permanently attached some people.

    We expect to reach someone instantly at any time.

    This culture of work and on-call mentality has beenlinked to stress in employees which is not desirable in aninnovative SME.

    Burn out & stress are an almost modern invention.

    Technology has brought us convenience but

    have we become slaves to technology?

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    How is EC changing thebusiness environment?

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    Trends in E Communications

    Convergence

    Interactivity

    Mobility Convertibility

    Connectability

    Ubiquity Globalisation

    Jose Orihuelas Ten Principles

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    Convergence of technology

    Traditionally, communications and media wereseparate and their services were distinct.

    Convergence is the combination of all thesedifferent media into one operating platform whencommunication technology is now morecommonly known as multi-media.

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    FunctionalConvergence

    Todays technology offers more functions

    and services than initially designed to.

    This means that one element can offer

    multiple services

    For example the cell phone can take notes,

    photos, videos, access internet/emails as

    well as make calls.

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    TechnologicalConvergence

    Due to carrier technology of high bandwidth,

    the technologies are converging into one,

    for example the internet, where all

    communication media are combined into a

    single service.

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    GeographicConvergence

    The global village, borderless world, and

    globalization. Organisations are not

    limited by their physical location.

    leading to Political Convergence

    Countries working together in blocks, forexample the E.U

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    Interactivity

    Where we are able to send a message and

    get feedback with increasing frequency

    and ease

    Pros & Cons

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    Mobility

    Where we are able to communicate more

    from whatever locations

    Pros & Cons

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    Convertibility

    Where we will be able to convert spoken

    word to written text and vice versa

    Pros & Cons

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    Connectivity

    Where we will have an easier time using

    technology, that is different technologies

    will be compatible

    Pros & Cons

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    Ubiquity

    Where more people will be connected

    electronically regardless of socioeconomic

    level

    Pros & Cons

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    Globalization

    Where we will see the blurring of cultural /

    geographic boundaries

    Pros & Cons

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    Jose Orihuelas Ten Principles for

    Web-based Communication1. A shift from addressing an audience to engaging a

    user i.e. the user determines the communicationprocess.

    2. A shift in focus from media to content the focushas shifted from the production/technical process to thecontent central to that organization or business.

    3. A shift from mono-media to multimedia text, audio,video, graphics, photos and animation can be usedtogether for the first time and this is now considered thenorm.

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    Jose Orihuelas Ten Principles for

    Web-based Communication4. A shift from periodicity to real time i.e. a shift from

    regular updates to real time or constant updates.

    5. A shift from information being scarce to too muchinformation

    6. A shift from editor-mediated to non-mediated traditionally in organizations, information was controlledbecause it could be. This is no longer possible or insome cases necessary.

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    Jose Orihuelas Ten Principles for

    Web-based Communication7. A shift from distribution to access the ability of the

    user to access information is more important than theproducer to distribute.

    8. A shift from one-way to interactive communication either with the producer or with other users.

    9. A shift from linear to hypertext i.e. users decidetheir own path within a site rather than following the

    path set down by the producers.

    10.A shift from data to knowledge as alreadydiscussed, data is reinterpreted to create knowledge.

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    What might be some perceived

    problems with EC in today'sbusiness environment?

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    Perceived Problems of EC

    The breakdown of families

    Disappearance of job security

    The social and fiscal disgrace of public figures

    and institutions

    Displacement of social needs e.g. friends and

    family, by the pressures of work

    Feeling overwhelmed Lower margins

    Lower customer loyalty

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    GETINTO YOURSYNDICATES AND DISCUSS

    What EC exists in yourindustry?

    Particularly in terms of your

    Customers?

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    What role do websites play inyour industry?

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    Websites Can attract new customers

    Learn more about your customers/stakeholders

    Enhance reputation

    Increase profits

    Develop customer relationships/ loyalty

    Act as a sales channel

    Create a revenue stream Increase referrals

    Enhance promotional activity

    Improve customer service

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    A good website has

    Great StrategyGreat Strategy

    Great TechnologyGreat TechnologyGreat DesignGreat Design

    Great ContentGreat Content

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    What role does email play in

    your industry?

    In terms of different audiences?

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    Mistakes with Email

    - Replying too quickly/emotively- Choosing wrong function (e.g. Reply vs

    Forward) and/or losing confidentiality

    - Being too conversational in tone (informal)- Misinterpretation of message

    - Overloading the system

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    Hence develop Netiquette

    and SOPsAdoption of certain basic rules forcommunicating electronically

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    Rule 1: Remember the Human

    Rule 2: Adhere to the same standards of behaviour online

    that you follow in real life

    Rule 3: Know where you are in cyberspace

    Rule 4: Respect other people's time and bandwidth

    Rule 5: Make yourself and your organisation/brand look

    good online

    Rule 6: Share expert knowledge

    Rule 7: Help keep flame wars under control

    Rule 8: Respect other people's privacy

    Rule 9: Don't abuse your power

    Rule 10: Be forgiving of other people's mistakes

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    RememberW

    hen making a decision regarding the application of e-communication in your business you should consider:

    youraudience (internal and external)

    the cost of technology the cost and availability of maintenance (soft and hard)

    in-house or outsource technical support

    ability to interface with new technology

    A simple cost benefit analysis is a useful tool to use to evaluatethe suitability of a new technology in your business.

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    Finally

    Programs like ACT! and Microsoft Outlook enables anorganization to maintain communication within anorganization through the use of scheduling meetings,calendar functions, and contact database.

    When these are integrated onto a Laptop or PDA with 3Gcapability and broadband functions an organization canachieve streamlined integrated communications.

    WATCH THISSPACEWATCH THISSPACE

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    EC Presentation

    Comprehend the context

    Utilise appropriate tools

    Be creative, engaged, innovative andinformative

    10 minute presentation

    All must participate to receive a grade