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Ganesh Natrajan on reengineering for e-commerce

Ganesh Natrajan, managing director of Aptech Limited, delivered the third session's third track on electronic commerce.

He spoke on reengineering for e-commerce.

Electric commerce originated even before the Internet burst on the popular consciousness. It happened at FedEx that had two thirds of its customers on an electronic interface as early as in 1993, Natrajan said.

The importance of e-commerce can be seen for the fact that the market capitalisation of Amazon.com is more than the total market capitalisation of all the publishers the company represents!

Electronic commerce offers vast opportunities in the future. Business-to-business trade on the Net is expected to be $327 billion by 2000 according to market forecasts.

The e-business strategy is the most important aspect and not the technology one, he warned.

The transaction possibilities, benefits from feedback and allowing for virtual testing of products are among the first stages of a successful e-commerce site.

Transactions with suppliers and customers would call for internal reengineering of system. For instance, if there were no mechanisms to handle feedback, the organisation would fail in its commercial objectives.

An e-commerce imperative is a customer-focused IT system in the organisation and for this, the choice of the technology framework is to be carefully done. Cultural adaptation for enabling meaningful EDI is required, Natrajan said.

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