GBE:803

Business Enterprise
Communication Technology
Session Four
E-Communication
 Session Overview
This topic addresses a range of high level
electronic applications to business
communication, in particular the manner in
which electronic forms of communication
may assist or disrupt business processes
and transactions.
 Session Objectives
At the completion of this topic, participants
should be able to;
• Understand the impact of emerging
technology on communications.
• Recognize some of the barriers to
communication that technology creates.
 Text Book Reading
Section Three: Unit 15, pages 233-249
Section Five: Unit 20, pages 355-370
Section Five: Unit 24, pages 438-451
 Introduction
“Large multinational businesses, world
trade, consumer capacity, competition and
multi-cultural societies (due to travel and
migration) create new challenges of
communicating across cultures, time
zones and languages in a cost effective
manner”
 What is E-Communication?
Electronic transmission of information that
has been encoded digitally (as for storage
and processing by computers)
 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 that

send and receive messages

Air to carry vibrations – communication channel

Language – rules and procedures for sending message

Electronic communication has same needs

 Forms of E Communication
• Websites
• Static Web Pages
• Dynamic Web Pages
• Message boards and discussion forums
• News feeds – RSS
• Blogs Ideas for your
• Documents & Forms group
assignment?
• Sound & Videos
• Plug Ins
• Email
• Distribution Lists
• Electronic Newsletters
 Question
The volume and speed of communication requirements
for modern business is creating a sense of information
overload.
We communicate more, with more people and business
owners expect fewer people to do more in the allotted
time that we once did less.
Twenty years ago, telephones sat on a desk, now they
have become permanently attached some people.
We expect to reach someone instantly at any time.
This “culture of work” and “on-call” mentality has been
linked to stress in employees which is not desirable in an
innovative SME.
Burn out & stress are an almost modern invention.

Technology has brought us convenience but

have we become slaves to technology?
How is EC changing the
business environment?
 Trends in E Communications
• Convergence
• Interactivity
• Mobility
• Convertibility
• Connectability
• Ubiquity
• Globalisation
• Jose Orihuela’s Ten Principles
 Convergence of technology
Traditionally, communications and media were
separate and their services were distinct.

Convergence is the combination of all these

different media into one operating platform when
communication technology is now more
commonly known as multi-media.
 Functional Convergence
Today’s 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.
 Technological Convergence
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.
 Geographic Convergence
The global village, borderless world, and
globalization. Organisations are not
limited by their physical location.

leading to Political Convergence

Countries working together in blocks, for
example the E.U
 Interactivity
Where we are able to send a message and
get feedback with increasing frequency
and ease

Pros & Cons

 Mobility
Where we are able to communicate more
from whatever locations

Pros & Cons

 Convertibility
Where we will be able to convert spoken
word to written text and vice versa

Pros & Cons

 Connectivity
Where we will have an easier time using
technology, that is different technologies
will be compatible

Pros & Cons

 Ubiquity
Where more people will be connected
electronically regardless of socioeconomic
level

Pros & Cons

 Globalization
Where we will see the blurring of cultural /
geographic boundaries

Pros & Cons

 Jose Orihuela’s Ten Principles for
Web-based Communication
1. A shift from addressing an audience to engaging a
user – i.e. the user determines the communication
process.

2. A shift in focus from media to content – the focus

has shifted from the production/technical process to the
content central to that organization or business.

3. A shift from mono-media to multimedia – text, audio,

video, graphics, photos and animation can be used
together for the first time and this is now considered the
norm.
 Jose Orihuela’s Ten Principles for
Web-based Communication
4. 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 much

information

6. A shift from editor-mediated to non-mediated –

traditionally in organizations, information was controlled
because it could be. This is no longer possible or in
some cases necessary.
 Jose Orihuela’s Ten Principles for
Web-based Communication
7. A shift from distribution to access – the ability of the
user to access information is more important than the
producer 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 decide

their own path within a site rather than following the
path set down by the producers.

10. A shift from data to knowledge – as already

discussed, data is reinterpreted to create knowledge.
 What benefits does EC bring a
business in terms of customers?
 EC – Benefits for Customers
Communication technology can;
• create customer focused solutions, through
customization
• Be cost effective
• be perceived as an innovative organisation
• develop customer relationships
• speed up communication, be fast and instantaneous
(real time communication allowing dialogue)
• help to decrease barriers to doing business with your
customers
• provide services in a variety of ways that suite your
customer
• provide a seamless service
• provide ease of use for multi media users
What might be some perceived
problems with EC in today's
business environment?
 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
 GET INTO YOUR
SYNDICATES AND DISCUSS

What EC exists in your

industry?

Particularly in terms of your

Customers?
What role do websites play in
your industry?
 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
 A good website has

Great Strategy
Great Technology
Great Design
Great Content
 What role does email play in
your industry?

In terms of different audiences?

 Email – Some benefits
- Combines intimacy of personal communication
with structure of written
- Offers high control over composition and delivery
- Ability to send multiple copies (CC & BCC)
- Ability to attach files
- Know when your email send and opened
- Can be personalised
- Make instant contact
- Archives information
- Save time
 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
 Hence develop Netiquette
and SOPs
Adoption of certain basic rules for
communicating electronically
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
 Remember
When making a decision regarding the application of e-
communication in your business you should consider:

• your audience (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 evaluate

the suitability of a new technology in your business.
 Finally
Programs like ACT! and Microsoft Outlook enables an
organization to maintain communication within an
organization through the use of scheduling meetings,
calendar functions, and contact database.

When these are integrated onto a Laptop or PDA with 3G

capability and broadband functions an organization can
achieve streamlined integrated communications.

WATCH THIS SPACE

 E Communication Strategy
1. Introduction – of Business, Content & Purpose of Strategy
(including SMART Objectives)
2. Situation Analysis
• Current Scenario (EC in workplace)
• Customers (who they are, what EC they use)
• Industry/Competitors (EC Industry norm, innovations)
3. Strategy
– What you are recommending:
• Tactics
• Tools (Netiquette, Communication scripts, SOPs)
• Budget
• Timeframe for implementation
• Resources (such as labour for development, training and
implementation, hardware and software)
– How you intend to communicate/train employees
– How you will evaluate success of strategy
 EC Presentation
• Comprehend the context
• Utilise appropriate tools
• Be creative, engaged, innovative and
informative
• 10 minute presentation
• All must participate to receive a grade