Jane Nathan Marketing & Mediation The NBN, broadband Internet and its impact on small business
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Jane Nathan Marketing & Mediation
The NBN, broadband Internet and its impact on small business
Introduction
Fergal Coleman Slides and links available at http://www.symphony3.com/Small-business-NBN
See also nbnco.com.aunbn.gov.auhttp://www.dbcde.gov.au/
Introduction
The NBN – What, when and how
What it means for business
What must we include in our seminars/workshops
What we need to emphasise
The Internet is key to your business strategy "All business leaders…. should put the Internet at the top of their
strategic agenda. Business leaders must optimize the benefits gleaned from the Internet through innovation and change. It is no longer a choice, given that many businesses face competitors who capitalize on the power of the Internet to innovate business models. Business leaders should…. systematically review how the Internet allows them to innovate more aggressively and even reinvent their business models to boost growth, performance, and productivity. In particular, businesses should constantly try to identify up-and-coming Internet trends that have the potential to increase the impact of their efforts…”
McKinsey Report: Internet Matters 2011
What you need to know
Faster… much, much, fasterThe NBN will provide 93 per cent of households broadband speeds of up to 100 megabits per second (Mbps), or about 28 times faster than most people experience today. The remaining premises (seven per cent) will be connected via a combination of wireless and satellite technologies providing peak speeds of at least 12 Mbps.
More reliable Ubiquitous Future proof
Source: FTTH Council, 2010http://ftthcouncil.com/en/newsroom/2010/02/26/g-20-need-to-speed-up-on-fiber-to-the-home
Australia isn’t
currently on the list!
Fibre Penetration in Key Economies
How Much Faster?
http://www.nbntasmania.com.au/index.php?Doo=PageView&id=273
Digital Economy Goals
The Strategy’s eight goals aim to:
increase Australian households’ online participation increase Australian business’ and not-for-profit organisations’ onli
ne engagement smartly manage our environment improve health and aged care expand online education increase teleworking improved online government service delivery and engagement increase digital engagement in regional Australia.
Multiple Revolutions
Cloud Computin
g
Mobile Computing
Social Networking
The bottom line
“Companies using the web intensively gain greater market shares and higher margins”
20% decrease in travel costs 20% improvement in marketing effectiveness 10% reduction in operational costs 15% decrease in marketing costs 18% increase in customer satisfaction 41% increase in employee satisfaction
“The Rise of the networked enterprise: Web2.0 finds its payday”
– McKinsey Quarterly Dec. 2010
The bottom line
10% increase in productivity for small and medium businesses from Internet usage
2.6 jobs created for every 1 job lost 75% of Internet impact arises from traditional
industries Small and medium businesses heavily using Web
technologies grow and export 2x as much as others “The internet is still in its infancy”
MGI Report, “Internet Matters: The Net’s sweeping impact on growth, jobs and prosperity.” May 2011
The bottom line: Australia
The Internet’s economic impact is overwhelmingly felt in industries that aren’t often thought of as cutting edge technology.
Internet activity has doubled over the past four years $27 billion in productivity increases to business and
government. Australia’s Internet economy will grow 7% each year,
double the growth of the national economy.
Deloitte, “The Connected Continent: How the Internet is transforming the Australian economy.” August 2011
Discussion
How will the NBN impact the workshop/seminar content you deliver?
What are the internal impacts to the business of the NBN?
What are the external impacts to the business of the NBN?
Discuss threats and opportunities with partner/table
Share key points with group What workshop/seminar do you run and
how does the NBN impact the topic?
Strategic Planning
The Internet is key to your business strategy
Emergent and Realized Strategy (Mintzberg)
Success will be determined over a period of years not months
“Deliberate strategies provide the organization with a sense of purposeful direction. Emergent strategy implies that an organization is learning what works in practice. Mixing the deliberate and the emergent strategies help the organization to control its course while encouraging the learning process”
Retail, eCommerce, mCommerce, Social Shopping
Blended Commerce
Changing business models
Coupon sites Adapt and thrive or
die!
Teleworking and Video Conferencing
Time and cost savings from travel
Smaller offices Recruitment and retention
gains Increased workforce
participation Infrastructure savings
Access Economics Report 2010
Outsourcing, Crowdsourcing, Collaboration
What don’t you need to do? We will continue to outsource more and more Can customers outsource more to you? Can you outsource to your
customers/community?
Key Business Assets: Innovation and Creativity
“Today, just about everything is becoming a commodity, except imagination, except the ability to spark new ideas. If I just have the spark of an idea now, I can get a designer in Taiwan to design it. I can get a factory in China to produce a prototype. I can get a factory in Vietnam to mass manufacture it. I can use Amazon.com to handle fulfillment. I can use freelancer.com to find someone to do my logo and manage my backroom. And I can do all this at incredibly low prices. The one thing that is not a commodity and never will be is that spark of an idea.”
Tom Friedman, NY Times Editorial, 20 March 2010
Learning and Development and Education
Remote learning Learning open to everyone (ill, disabled,
weather) Collaboration, virtual classes Access to endless amounts of information
The New Marketing Paradigm
(Online) Marketing
iTuner Blendtec Adwords Email Marketing
Cloud Computing
Pay by Use Rented No overhead No upfront
capital required
See also: http://www.youtube.com/watch?v=n9LmzsaO698&feature=related
symphony3.com
Small Business in the Cloud
Data
The global amount of data created collected and shared in 2009 grew by 62%
In 2010 is estimated that 1.2 zettabytes have been created and shared
In 2020 this number will reach 35 zettabytes A zettabyte equals 1 trillion gigabytes or 1000
Exabyte. It would take 250 billion DVDs to store 1 zettabyte of data
Data
It’s a source of competitive advantage
We can capture data on everything
It’s becoming less and less expensive
But we need to know what data to collect
We need the skills to collect, and analyse it
We need the ability to use the analysis practically
Wisdom
Knowledge
Information
Data
3D Printing – Believe it or not!
“Three-dimensional printing makes it as cheap to create single items as it is to produce thousands and thus undermines economies of scale. It may have as profound an impact on the world as the coming of the factory did”
The Economist, Feb 10th, 2011.
Conclusion
The internet should be central to your business
The NBN makes it even more so The Internet is still in its infancy All Businesses Businesses must change now
For more information
Fergal Coleman Slides and links available at http://www.symphony3.com/Small-business-NBN
See also nbnco.com.aunbn.gov.auhttp://www.dbcde.gov.au/
How can the NBN help internal processes business internally ?
How can you reduce costsEg. TeleworkingEg Cloud computing
Improve productivity Do you have the right skills? What additional skills do you need?
How will your business be affected externally
CustomersWho, where, what?
SuppliersSourcing, communicating
Industry RivalryHow can you gain an edge?
Potential EntrantsHow can you protect your existing business?
SubstitutesCan you become irreplaceable?
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