by Renato Fridschtein

   The Internet is known as the super way of the information and is on over than 30 years. It is a computer network of world-wide scale, that joins university, centers of research, companies and people in the whole world.

   It is repleta of useful tools of work to reach selected groups of the population and to interact with markets of vast dimensions and distancias, being stimulated relationships, cutting costs and generating new prescription sources.

   The integration of global markets, generates effect right-handers in the daily one, as it demonstrated the immediate effect of the crises Asian and Russian in 97 and 98, on the too much economies of the planet. In this scene, the companies search forms of if adjusting to the competition - that she advances quick -, creating distinguishing of quality, attendance, price and service.

Evolution or Revolution?

    In 1991, less than 50 thousand people used to use the net. In 97 they were already 70 million internautas in the whole world and this I number is bigger to each day, being today between 600 and 700 million. In 1995, Brazil adhered to the commercial Internet and is almost 20 million Brazilian navigators and in expanding equally.

   In accordance with research of the Ibope (kid of search), published in the magazine Sees in 97, 87% of the Brazilian users, they earned above of 10 wages, and 50% above of the thirty, that is, class A and B. 38% already passed for the university and if on the other hand, the majority is young (65% have up to 30 years of age), for another one, 15% was above of the forty. These numbers have firmed through the years. It will be that you can disdain this parcel of market?

   With high purchasing power and each time more demanding, these consumers and formadores of opinion affirm not to import themselves in paying for services in the Internet. Brazilian internautes are anxious for the installment of new services, to fill the demand. What it did not only occur still, because of the newness that the proper net represents. The vision entrepreneur, that adopts the idea and to initiate some project, finds a technology mature, with world-wide systems twirling solutions, reducing cost, generating prescription and narrowing bows to partners of all the sides (customers, suppliers, deliverers, etc).

   There are diverse concepts, elements key, procedures and examples of the use of the Internet in the process business-oriented. The knowledge of them assists the company to define and to carry through a strategical plan of commercial approach centered in the customer, presenting the details technician in accessible language.

   In the era of knowing, whose paradigm is the communication, speeds up the processes in our life and modifies our perception of the time. The thematic, engine of this change, is the convergence of telecommunications and computer science, developing itself continuously, knocking down borders and provoking deep alterations in the forms of the work, education, entertainment, relationships, etc. In the global market the small ones concur in equality of conditions with the great ones, what it counts is the agility and you cannot leave to pass the chances.

World Wide Web - the web business-oriented

   The business-oriented stage in the Internet is the World Wide Web (web of world-wide reach), also known as Web, W3 and WWW. It was developed in 1991, for the physicist Tim Berner-Lee, in the CERN, institute of high European research, as a system that established connection all the computers of the world. Documents of multimedia content (I contend texts, images, videos, sounds) interactive, calls web pages (Internet pages), guarantee a sensorial wealth and create a fort appeal. They had transformed this academic curiosity into a new I propagate business-oriented, causing the explosion of the Internet that we are living deeply. A collection of web pages treating to the same subject, is called web site. It is in the site that the action happens and where we carry through all type of transactions. In few years, the companies could see in there, the possibility to reach potential markets for its products, distant and before expensive, and that now they are available, in the tip of the fingers, speeding up the globalization process. The Web is responsible for the incorporation of multitudes with a superior speed to any human enterprise. In 1996, they had according to turned 7,5 billion dollar for the electronic commerce Dataquest, projections of the same institute indicate US$ 22 billion this year. In the last year they had been 73 Billion, only in U.S.A. 300 billion dollar in transactions will be, occurring in four years according to projections of the IDC. Deducting the optimism, still it is a lot of money. More than 450,000 dominios .br, demosntram that the Brazilian companies already had accepted the challenge and had placed the name in the Net. It is necessary if to set of courage and common-sense to face it, but the expansion of the Internet and the results compensate the effort.

The Economy of the Internet

   The Webnomics principles (economy of the Web), listed for Evan I. Schwartz in the book “Webnomics” illustrate as the businesses in the net function:

• The amount of people who visit a site, is less important that the quality of experience that they have.
• The companies do not have to be in the Web to expose themselves, and just to get resulted.
• The consumers must be compensated by disponibilizar personal data in the sites.
• The consuming ones go to only buy online rich products in information.
• The concept self-service guarantees more comfort for the customers.
• Proper currencies and programs of allegiance allow the creation of a proper monetary system in a site.
• Famous marks are valid more in the Web.
• Exactly the lesser business can compete in the global market of the Internet.
• Agility is the rule. The sites must be adapted continuously to the market.

   Developing a web site, an Intranet, using the e-mail or telephony IP, you will be participating of the more important economic transformation of our time.

   The economy of the Web is moved by signatures, advertising and transactions, but this order is if inverting. In 96, the advertising in the net surpassed the 300 million dollar, ten times more than the previous year. In 2001, they had been 11 billion verdinhas. Although it is difficult to gain money in the net, for the majority of the people and the companies, it is easy to save resources. An initiative of the Credicard is a good example: the company waited to sell many credit cards for the Internet, however it had to change the direction of the site, when it perceived that the majority of the visitors was customers who already had cards of the company and waited to get information and services. The result was a economy of more than 10 Real million in services of gratuitous telephonic attendance. The direct way between manufacturer and consumer incrivelmente is facilitated by the Internet and systems of electronic commerce are available speeding the processes.

Marking Presence in the Web

   To mark presence in the net, one of the first steps is to create its web site. What it involves the marketing plan and one combines it the strategy of the company, leading information for its customers, suppliers and other partners, approaching the mark of its consumers. This process demands the integration enters the sectors of computer science, marketing and advertising, so that resulted concrete they can be reached. Beyond these departments, the company as a whole must participate of the process, stimulating the concept of the intelligent organization in constant learning, one of the requirements of the globalization. The first step is to define its objectives and I publish target to it. You intend to construct a corporative image? To conquer new customers? Sell products or services? To reduce the costs of support or marketing? Who they interest its products, services and information? How to reach these parcels of I publish it?

   Other important aspects are: which the content to offer? ; who will make the update, and how? ; how to become the interactive site? ; and how to promote its debut? The rhythm will be established in accordance with one analyzes of the relation cost/benefits and to the balance between the available resources and the waited result. Any company can participate, exists solutions for all the pockets and even though gratuitous tools can be found in the Internet to develop the work. The organization must decide if it prefers to develop internally or to terceirizar the service, until if it makes necessary to absorb the project, that occurs with the dissemination of the culture or when the transformations in the market thus demand.

It is time to act

   The Internet is penetrating in all the fields of the performance human being and providing the fuel of the globalization. In few years, who not to use directly or indirectly the Net, goes to feel that is out. There it could be difficult to recoup the lost time. This does not want to say that we must in loucamente launching them in a cruzade for the Internet, but to look for to know more on this fascinating subject and to talk with people who already use the Net in the day the day.

   Then look after to a consultant or specialized professional, who helps you to unmask the mysteries of the net, focus on in the attainment of concrete results and being found a relation cost/favorable benefit.

Renato Fridschtein he is author of ebook “Dominando os Sites de Busca” (Dominating the Search sites) and several other articles and ebooks on marketing and businesses in the Internet. You can know its work in the site www.meio.ws.