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Chapter 1 Introduction to e-business and e-commerce 33
ICT use in enterprises 2005-2007 (EU average)
Access to the internet
Access to broadband
e-Banking
e-Gov: returning filled form
e-Business: Automatic linking of
internal processes
Employees using computers connected
to the internet
Having a LAN and Intranet or Extranet
Buying online
Website offering online catalogue
and prices
Selling online
e-Business: Automatic linking with
2007
business partners
2005
e-Commerce – of online turnover
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Usage of different e-business services in European countries.
Figure 1.10
Source: European Commission, 2008.
Case Study 1.2 North West Supplies extends its reach online
North West Supplies (Figure 1.11) was launched as a busi- as a method of very quickly increasing the web site’s pres-
ness in March 1999 when Andrew Camwell, a member of ence in the major search engines. This marketing method
the RAF Volunteer Reserve at the time, spotted a gap in proved successful. The directors were pleasantly surprised
the UK market for mail-order supplies of military garments as they had previously been somewhat dubious about the
to people active in the Volunteer Reserve and the Air prospect of the Internet generating sales in their sector.
Cadet Force. Andrew, his wife Carys, and her sister Elaine Within six months of running the web site, the company
Hughes, started running a mail order business out of shop had increased turnover by £20,000, but further advances
premises in the village of Cemaes Bay. would incur a high advertising cost. Following an
The web store at www.northwestsupplies.co.uk has eCommerce Review by Opportunity Wales, the company
been online since November 2002. As it can take several decided to tackle the issues by implementing search
months for a web site to be indexed by search engines, engine optimization (SEO – see Chapter 9) and a site
NWS used pay-per-click advertising (PPC – see Chapter 9) redesign which included:
