The contrast in strategic positions between companies that operate on the Internet, and those that, on the contrary, do not do so with their own presence in the form of an institutional website, is particularly striking.
There are many organizations that do not dare to take the step towards the network, mostly due to the lack of knowledge of this "giant", both in the way of operating in it and the procedures for settling in.
Given this situation, and in order to absorb that risk, and in certain cases due to profitability, a very common practice is that carried out by some companies that, without directly developing commercial activity on the Internet, enter into agreements with companies that operate in it. The strategic goal is very clear: Complement your commercial system through alliances that allow them to be on the Internet indirectly but effectively.
A good example of this is the companies that facilitate the purchase of tickets on the Internet through portals outside your company. For example: Theaters sell their tickets through sites dedicated exclusively to this process. Currently, it is not a very widespread practice, since studies by official electronic commerce organizations have reported that their participation is around 6%, although continued growth is expected, so optimism indicates that this type of company may encounter a possibility of improving your trading system in a not very long period of time.
This strategy carried out is very important: When e-commerce takes off permanently, these companies ("without being online") will increase their profits and improve their business processes.
This position contrasts sharply with that of companies that only operate on the Internet and are dedicated to providing these services. These companies are concerned to the maximum to increase their sales through the network and that the growth of consumer confidence is increasing. They know that the benefits that can be obtained on the Internet can be enormous, therefore they exhaust all possibilities that appear in this dynamic medium to increase their market share; Its marketing activity is frantic and it is a continuous race against its competitors, in which a puncture can be lethal.
Due to this great business opportunity, companies are turning their processes towards the Internet, albeit slowly. The great barrier they encounter: SECURITY. There are many companies that are making large disbursements to educate the consumer that their virtual businesses are completely safe and thus be able to give more participation to their commercial activity on the Internet, making e-commerce take off. For this reason, a large part of the strategy of these companies is currently focused on the development of stable electronic commerce systems that allow security in purchases and promote the purchase of cyber consumers. If this point is reached, there will be a revolution between companies and a business opportunity in all areas, both for the companies that build these sites,as for companies that "set up their offices" on the Internet.
According to reports from international e-commerce organizations, it has been shown that the consumer maintains a certain respect for making payments over the Internet, and this is where the main mistrust of potential customers lies.
When faced with a problem of high dimensions, the international trends of other organizations are used, and new payment systems that provide greater security are discovered. An example of these trends is the payment mechanism that is being developed in the United States, and that is gradually being implemented in the rest of the world. It is a verification system that consists of verifying if the person making the purchase is the cardholder by requesting a password that is provided to the same along with the aforementioned card. Furthermore, this system also provides the buyer with the certainty that it is not a “ghost” business that does not actually exist and / or carries out fraudulent practices,Since the business where the payment is made operates in agreement with the company that supplies the card to the buyer.
It is for this reason that currently two types of strategies coexist in the world of virtual business:
- The Complement and Improvement of the Commercial System The Security in the Network
But between these two strategies there is one that is endowed with greater weight today. Until Internet security is achieved, the network is not a profitable business, therefore, the strategy of these companies must be and is currently focused on achieving that main objective. The rest… will come in time.
