[00:03.78]1999 Passage2 [00:07.30]In the first year or so of Web business, [00:10.23]most of the action has revolved around efforts [00:13.19]to tap the consumer market. [00:15.73]More recently, [00:16.94]as the Web proved to be more than a fashion, [00:20.06]companies have started to buy and sell products [00:23.19]and services with one another. [00:25.91]Such business-to-business sales make sense [00:29.64]because business people typically know [00:32.06]what product they're looking for. [00:34.99]Nonetheless, many companies still hesitate [00:38.26]to use the Web [00:39.65]because of doubts about its reliability. [00:43.39]"Businesses need to feel they can trust the pathway [00:46.71]between them and the supplier," [00:48.94]says senior analyst Blane Erwin of Forrester Research. [00:53.77]Some companies are limiting the risk [00:56.12]by conducting online transactions only with [00:59.35]established business partners who are given access [01:02.47]to the company's private intranet. [01:05.40]Another major shift in the model [01:07.38]for Internet commerce [01:08.99]concerns the technology available for marketing. [01:12.72]Until recently, Internet marketing activities [01:15.75]have focused on strategies to "pull" customers into sites. [01:20.48]In the past year, however, software companies [01:23.41]have developed tools that allow companies to [01:26.33]"push" information directly out to onsumers, [01:30.76]transmitting marketing messages directly [01:33.46]to targeted customers. [01:35.37]Most notably, the Pointcast Network [01:38.36]uses a screen saver [01:39.51]to deliver a continually updated stream of news [01:43.22]and advertisements to subscribers' computer monitors. [01:48.15]Subscribers can customize the information [01:50.85]they want to receive [01:52.47]and proceed directly to a company's Web site. [01:56.09]Companies such as Virtual Vineyards [01:58.91]are already starting to use similar technologies [02:02.62]to push messages to customers about special sales [02:06.75]product offerings, or other events. [02:10.08]But push technology has earned the contempt [02:12.97]of many Web users. [02:15.18]Online culture thinks highly of the notion [02:18.11]that the information flowing onto the screen [02:20.89]comes there by specific request. [02:24.31]Once commercial promotion [02:25.91]begins to fill the screen uninvited, [02:28.84]the distinction between the Web and television fades. [02:33.07]That's a prospect that horrifies Net purists. [02:37.61]But it is hardly inevitable that companies on the Web [02:40.83]will need to resort to push strategies to make money. [02:45.08]The examples of Virtual Vineyards, Amazon. com, [02:49.21]and other pioneers show that a Web site [02:52.27]selling the right kind of products [02:54.40]with the right mix of interactivity, [02:57.01]hospitality, and security [02:59.33]will attract online ustomers. [03:01.95]And the cost of computing power continues to free fall, [03:05.98]which is a good sign for any enterprise [03:08.50]setting up shop in silicon. [03:11.43]People looking back 5 or 10 years from now [03:14.93]may well wonder why so few companies [03:17.38]took the online plunge.

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