Business Sustainability - Research Paper Example

Business Sustainability Executive Summary NBN was able to construct an optic fiber network in Armidale, Aspley, Bacchus Marsh, Brunswick, Blacktown, Coffs Harbour, Crace, Deloraine, George Town, Gosford, Hobart, Kiama, Kingston Beach, Launceston, Midway Point, Scottsdale, Smithton, Sorell, South Morang, St Helens, Toowoomba, Townsville, Triabunna, and Willunga whereas the fixed wireless network are made available in Armidale, Ballarat, Darwin, Geraldton, Tamworth, and Toowoomba. Up to the present time, access to a reliable and faster broadband is not yet available in Auburn city. Therefore, this report aims to investigate the need on the part of the Auburn Council to release a substantial amount of funds for the future development of modern digital technologies in Auburn city. To determine the extent in which the SME owners in Auburn city should support the use of modern digital infrastructure, a research interview was conducted to a total of ten (10) SME business owners in Auburn city. In line with this, the research findings show that the research interviewees are not aware of how the NBN can intervene and help them improve the quality and accessibility of their corporate websites. Despite the limitation in the research interviewees’ knowledge with regards to the use of fixed wireless network, the next-generation satellite, and the optic fiber network, most of the research interviewees show positive sign when it comes to supporting the use of modern digital infrastructure. TABLE OF CONTENTS Executive Summary ............................................................................................................... 2 Table of Contents ................................................................................................................... 3 1. Introduction ................................................................................................................ 4 1.1 Purpose of the Report ................................................................................. 5 1.2 Research Objectives ................................................................................... 5 1.3 Research Questions ................................................................................... 5 1.4 Scope and Limitation of this Study ............................................................ 6 2. Research Methodology and Data Collection Method .............................................. 7 3. Discussion of Findings and Theoretical Context ...................................................... 8 3.1 Online Engagement of SMEs …………………………………………… 9 3.2 Barriers and Enablers to Uptake Technology …………………………… 10 3.3 Impacts of Technology Uptake & Business Improvements ……………. 11 3.4 Latest Technology and Council Support ……………………………….. 12 4. Analysis of Findings and Implications for the Client Organization ......................... 14 5. Conclusion and Recommendations ........................................................................... 15 5.1 Conclusion ………………………………………………………………. 15 5.2 Recommendations ………………………………………………………. 17 References ............................................................................................................................ 18 - 19 Appendix I – Summary of Available ICT Infrastructure in Australia ……………………… 20 Appendix II – Research Interview Questionnaire ................................................................... 21 Appendix III – Summary of Research Interview Result ......................................................... 23 CHAPTER 1 – INTRODUCTION The Broadband, Communication and Digital Economy (DBCDE) is one of the Federal Government departments in Australia that has been appointed to be responsible throughout the development of its digital economy (CB Online, 2013). To increase the chances wherein the general public will continuously have a good experience when using digital technology, DBCDE continuously develop and enhance not only the existing digital infrastructure in Australia but also promote the facilitation of its future innovation and set up necessary regulatory framework particularly with regards to the service and use of information and communication technology (Australian Government - Department of Communications, 2013; CB Online, 2013). On the other hand, the National Broadband Network (NBN) is “the next-generation broadband network designed for Australia’s future needs” (Australian Government - Department of Broadband, Communications and Digital Economy, 2013). It means that through the business intervention of the NBN, it is possible for Australia to come up with a more reliable and faster broadband access to the local residence and the businesses. As of May 2013, NBN was able to construct an optic fiber network in Armidale, Aspley, Bacchus Marsh, Brunswick, Blacktown, Coffs Harbour, Crace, Deloraine, George Town, Gosford, Hobart, Kiama, Kingston Beach, Launceston, Midway Point, Scottsdale, Smithton, Sorell, South Morang, St Helens, Toowoomba, Townsville, Triabunna, and Willunga whereas the fixed wireless network are made available in Armidale, Ballarat, Darwin, Geraldton, Tamworth, and Toowoomba (Australian Government – Department of Broadband, Communications and Digital Economy, 2013). Unfortunately, these two (2) major digital technology infrastructures are not much readily available in Auburn city. (See Appendix I – Summary of Available ICT Infrastructure in Australia on page 20) To ensure whether or not there is a strong demand for NBN’s fixed wireless network, the next-generation satellite, and the optic fiber network in Auburn city, it is necessary to conduct a business sustainability study. Basically, the research findings presented in this report will allow the Australian government to know whether or not it is sustainable for them to release a substantial amount of funds to allow the NBN to extend the modern digital technologies in Auburn city. 1.1 Purpose of the Report The main purpose of the business sustainability report is to study the status of the businesses in Auburn city in their online engagement and indicate the opportunities for Auburn council to assist SMEs in digital engagement and improve their business performance. Also, this is to insure whether or not it is sustainable for Auburn Council to release a substantial amount of funds to allow the NBN to extend the modern digital technologies in Auburn city. 1.2 Research Objectives The main objective of the report is to ensure that the Australian government will gain better idea as to why they should extend their financial support in the future development of digital infrastructure in Auburn city. As part of fulfilling the main objective of this report, the following sub-objectives will be considered in this report: 1. To determine the extent in which the SME owners in Auburn city would support the use of modern digital infrastructure; 2. To discuss the extent in which the Council should financially assist the future development of digital infrastructure in Auburn city; and 3. To identify and discuss all possible barriers in digital engagement particularly with regards to the propose NBN project. 1.3 Research Questions The following research questions will be used as a guide throughout the completion of the business sustainability report: 1. How far do SME business owners in Auburn city engage themselves in the use of online business environment? 2. What are the potential barriers behind the use of faster ICT technology? 3. What motivates the SME business owners in Auburn city to engage themselves in the use of online business environment? 4. Do SME business owners in Auburn city experience any business improvements with the use of new ICT technology? 5. Do SME business owners in Auburn city need special assistance with regards to the use of new ICT technology? 1.5 Scope and Limitation The scope of the business sustainability report is more focused in the case of SMEs in Auburn city. Therefore, the research findings presented in this study may not be applicable to other cities in Australia. Aside from identifying all possible barriers in digital engagement particularly with regards to the proposed NBN project, this report will discuss not only the extent in which the SME owners in Auburn city would support the use of modern digital infrastructure but also the extent in which the Council should financially assist the future development of digital infrastructure in Auburn city. CHAPTER 2 - RESEARCH METHODOLOGY AND DATA COLLECTION METHOD Part of the sub-objectives of this report is to determine the extent in which the SME owners in Auburn city would support the use of modern digital infrastructure. For this reason, qualified research interviewees for this purpose would be the SME owners who are currently managing a business operation in Auburn city. Basically, the research interview questions presented in this report were previously provided by the council. Eventually, these questions were carefully analyzed and modified by the group in such a way that the local businesses Auburn city would easily understand. Regardless of age, gender, race, and nationality, a total of ten (10) SME business owners in Auburn city were invited to participate in a one-to-one interview which it takes about 20 to 30 minutes each (See Appendix II – Research Interview Questionnaire on page 21). These interview questions were based on a normal conversation about the situation of the businesses and how to improve it. Each business been interviewed was categorized on its functions nature. Then, the whole data we gathered from the interviews were divided into four sections. The first section is all about the research interviewees’ online presence or online engagement status. The second section seeks to identify the barriers and enablers for business to engage online. The third section was about their future plan and current online status. The last section was about the latest technology and government support. After dividing the results into these four categories, a new matrix was developed to have all the businesses with their results divided to the four categories. The matrix later been used to gain our analysis from the data and even the recommendations. CHAPTER 3 – DISCUSSION OF FINDINGS AND THEORETICAL CONTEXT A total of ten (10) SME owners agreed to participate in the actual one-on-one interview. Out of the ten (10) research interviewees, five (5) are retailers whereas the remaining interviewees are wholesalers (2), owner of a food shop (1), and a small-scale manufacturing firm (1). (See Figure I – Summary of the Research Interviewees below) Figure I – Summary of the Research Interviewees Retailers 5 Wholesalers 1 Food Store Owner 1 Small-scale Manufacturing Firm 3 Total 10 With regards to online engagement of SMEs, each of the research interviewees was asked whether or not online activities are important to their business. The first five (5) research interviewees are all owners of small-scale retailing business and that the first four (4) research interviewees revealed that their businesses are using online websites to help them out in their daily business operations. It simply means that online presence is important to their businesses. 3.1 Online Engagement of SMEs The first research interviewee revealed that their company “has a website that is integrated to show samples to customers, but some elderly people like face-to-face engagement”. The second research interviewee also revealed that “they have a new website that is just showing the customers their works, displays and samples”. The third research interviewee said that the company website is useful for them because it allows them to easily respond to the customers’ inquiry and at the same time arrange a meeting with them. In fact the third research interviewee revealed that people “can reach the company either through their website or email”. The fourth research interviewee also said that “they have their online website, and they happy with it”. Unlike the first four (4) research interviewees, the fifth research interviewee is making “some enquires through email”. It simply means that the fifth research interviewee do not have a website. The sixth, seventh, ninth and tenth research interviewees also have their own company websites. In line with this, the sixth research interviewee said that “They have a website that “can be done better””. Similar to what the first and second research interviewees have said, the seventh research interviewees also said that “they have their own website that is showing the retailers their variety of products”. The ninth research interviewee said that “They have a website for their business, and it is integrated to show the customers their range of products. It is also to provide the customers with a link to make any enquiries”. Out of the ten (10) research interviewees, only the fifth and eighth research interviewees do not have their own websites. In line with this, the eighth research interviewee who runs a small-scale restaurant explained that the “kind of business” they have explains why their business is not highly dependent on the use of website. (See Table I – Summary of Research Interviewees’ Responses with Regards to the Use of Website below) Table I – Summary of Research Interviewees’ Responses with Regards to the Use of Website Research Interviewee No. 1 2 3 4 5 6 7 8 9 10 Yes X X X X X X X X No X X 3.2 Barriers and Enablers to Uptake Technology The research findings show that there is a limitation with regards to the extent wherein the local businesses in Auburn city is engaging themselves online with their customers, suppliers, wider markets, competitors and/or business partners. In line with this, the first interviewee said that “even though the company is using automated business transactions with their customers and suppliers, the customers are happier in face-to-face situations because they can see and feel materials and products”. In the case of the sixth research interviewee, he explained that the company website they are currently using is “really old style, because of the business current situation”. The sixth research interviewee also explained that they “are using emails sometimes to contact customers because it is easier and faster to show the progress on their order”. For these reasons, the sixth research interviewee added that the use of e-mail ‘helps them send any documents or answer any questions from their customers”. On the contrary, the second research interviewee said that their company is using website that looks “better or more attractive for people to engage themselves in making online orders”. Similar to the explanation made by the first research interviewee, the second research interviewee also argued that “each order is unique by itself and that the customer’s presence is really required”. 3.3 Impacts of Technology Uptake & Business Improvements The availability of new technology can help improve online business engagement with both the supplier and the customers (Abid, Rahim and Scheepers, 2011; Brodie et al., 2011; Caskey, Hunt and Browne, 2001). However, the second research interviewee explained that “even though new technologies are available in the market, the internet is not really helpful because the process of their business operations is slow”. In line with this, the second research interviewee added that “they can’t speed up the process of making products”. The eighth research interviewee explained that online business transaction is not really important for them. The eighth research interviewee also added that they would simply go to a “café shop if they need to do online transactions”. Despite the barriers to the use of online technology, there are also factors that can motivate people to make full use of the SMEs’ websites. For instance, the first research interviewee said that “they have an integrated online system to help them serve their customers’ needs and wants”. The first research interviewee also explained that because of the fact that most people have a busy lifestyle, the use of their websites help them close a business deal with their customers. The third research interviewee explained that most people have busy schedule at work. Therefore, “people need to see the products of the company through a mobile or website”. The fourth research interviewee explained that “the need of designs in their business forces them to deal with the internet. Also, advertising take a big part in the website”. The fifth research interviewee said that “they have a variety of products and that the use of websites gives them a good chance to enter the market”. Aside from allowing their target customers to locate them online, the fifth research interviewee added that “they serve large-scale companies”. This explains why online engagement is important for them. The sixth research interviewee explained that “the internet really helps them to cut some time from the whole operation”. Other than the cost savings, the sixth research interviewee said that most of the “house wives easily becomes a new customers”. It means that because of their website, demand for their products increases. The seventh research interviewee said that the internet “provides them the opportunity to advertise their product at a much lower cost” aside from making the “business transactions with their customers much faster”. The ninth research interviewee explained that “their customers are big companies”. Therefore, they really need to engage themselves in the use of digital technology. 3.4 Latest Technology and Council Support When asked whether or not the research interviewees intend to connect to the National Broadband Network (NBN) when it becomes available in Auburn city, the second research interviewee said that “they are aware of the NBN, but they are not currently using it, probably in future”. Likewise, the fifth and ninth research interviewee also revealed that “they are aware of the NBN but not using it in the current status”. In the case of the third research interviewee, he said that “they are aware of the NBN” and that “they have also some plans to have a NBN in the future”. The first and fourth research interviewee said that “they are not aware of the NBN and happy with their current service”. The seventh research interviewee said that “they are not aware of the NBN but they have some future plans to provide their products to more customers and this by making the website better and easier to enter for all customers”. Except for the fifth and eighth research interviewee, all of the research interviewees have implemented online business initiatives. Pertaining to the impact of technology usage and improvements in their business process, the first research interviewee said that the use of online technology does not necessarily improve the efficiency of their business process. However, the first research interviewee mentioned that “every business needs a website since we are living in the age of technological advancement”. The second research interviewee said that “it is so soon to tell the differences between the use of the current technology and the one that NBN will provide”. The second research interviewee also said that “they think it is not really beneficial because in retail business, the presence of the customer is required”. The third research interviewee said that online business transactions are beneficial for them because they can use their website to communicate with their target market. Even though the sixth research interviewee is aware of the advancement in ICT technology, it is unfortunate that “they are a late adopter of the technology simply because most of their customers are too old to be interested in the use of advanced technology”. The ninth research interviewee said that they are “early adopter to new technology”. In fact, the ninth research interviewee revealed that “they have a whole system for front lines, enquiries and IM measuring which gives their business more competitive advantage as compared to their close competitors”. In terms of any future development in the use of digital technology, the third research interviewee said that “they have some future plans to provide their products to more customers and this by making the website better and easier for them to access”. Likewise, the fourth research interviewee said that “they have some plans regarding improving the website also in future”. In the case of the eighth research interviewee, even though their current business is not dependent over the use of corporate website, the research interviewee said that they would probably use a website to advertise their business in the future. After informing the research survey interviewees about the business assistance that will be extended to them as part of developing the existing digital economy strategies, it is unfortunate that the second, third, fourth, fifth, seventh, eighth, and ninth research interviewee said that they don’t need any support from the Council. (See Appendix III – Summary of Research Interview Result on page 23) CHAPTER 4 – ANALYSIS OF FINDINS AND IMPLICATIONS FOR THE CLIENT ORGANIZATION Eight out of 10 interviewees are currently has online engagement using website and email communication. This result shows that most business owners has a certain degree of knowledge about networks, website and online engagement. It means they have a basic skill to reach information about the NBN and understand necessary knowledge about it. Also, all of these businesses are using website in a limited range and provide limited information. For instance, they use website to show their products, provide contact information and introduction about the business. Their website do not have any fully online transactions, which in its bases will allow the customer to choose from the products, buy for it and know when it is going to be delivered. One of the main reasons of the companies which they are not adopting digital engagement or improvement plan about the NBN is the shortage of knowledge about the benefit of digital engagement and NBN program. Although most of the business have their own websites and use it to provide some basic function, such as enquire, communication and book order. They do not have any further knowledge about NBN and a clear idea about the digital benefit and how to create more benefit by making these improvements. This explains why most of the SME owners in Auburn city failed to benefit from the full potential of digital marketing (i.e. create a better and wider client-base). Some business argues that in the retail and manufacturing industries, it is important for customers to come to the store to allow them to see and touch the products. Therefore, some of the businesses in Auburn city decided not to adopt in online engagement or to learn more about the NBN. They believe in retail industry, traditional way of shopping are still the main way for customers, shopping online are not very widely used. Therefore, one of the reasons for not adopting fully transaction and only use website to show their products is because of the nature of their products. The promotion and publicity level of NBN in Sliver water area can be low, most of the interviewees’ businesses are not aware of NBN. In one aspect, the owners of these businesses do not pay attention on digital engagement, or try to get a deep understanding about it. In second aspect, the promotion and publicize activities does not cover well in this area, or the business from retail, wholesale industry sector. The lack in promotion within this area will have negative impact on the future rollout. Research findings show that most SME owners in Auburn city are confused about NBN. Some of them think that it is very expensive to push through the project while in reality; all they have to do is to pay for a small amount of monthly subscription fee. In other words, failure to create public awareness about NBN could mean that these businesses will have a lower chance of reaching any information or educational program about NBN which are readily available on the website. Most of the SME owners have a busy lifestyle and do not have much time to do research or learn about digital engagement. That means they may not acquire knowledge about NBN initiatively. CHAPTER 5 – CONCLUSION AND RECOMMENDATIONS 5.1 Conclusion Although most of the SME business owners in Auburn city are currently engaged in the use of online business environment, none of them are able to maximize the benefits of doing online business. One of the primary reasons why most of them are way behind e-commerce is because of the absence of a network provider that can offer fast and efficient broadband services. Improving the ICT infrastructure in Auburn city can make SMEs have the opportunity to benefit from being able to establish a group of loyal customers (Brodie et al., 2011), building a closer business relationship with their accredited suppliers (Abid, Rahim and Scheepers, 2011; Piris, Fitzgerald and Serrano, 2004; Caskey, Hunt and Browne, 2001), allow the business owners to differentiate the company’s product and services from their close business competitors (Simpson, 2004; Bennett and Smith, 2002), increase sales and business profit (Scupola, 2009; Dubelaar, Sohal and Savic, 2005), enhance their existing distribution channel (Tan et al., 2010; Scupola, 2009), improve the quality and speed of customer service (Osmonbekov, 2010; Tan et al., 2010; Scupola, 2009), and reduce their daily marketing and operational costs (Uden, 2007; Piris, Fitzgerald and Serrano, 2004). However, results based on the research interviews show that very few business owners are currently interested in NBN and the support given by the council. Among the common barriers to the use of better information technology include not only having an insufficient time and resources to create and implement the use of online business environment (Scupola, 2009) but also the complexity involved in the creation and implementation of the use of online business environment (Kaynak, Tatoglu and Kula, 2005), lack of ICT skills and trainings (Uden, 2007), the high cost of creating and implementing the use of online business environment (Tan et al., 2010; Li and McQueen, 2008), resistance to change (Uden, 2007; Barrett and Rainnie, 2005; Nabi, 2004), apprehension in the use of computers (Uden, 2007), and the lack of management support or priorities with regards to the creation and implementation of the use of online business environment (Tan and Macaulay, 2007; Uden, 2007). It simply means that despite the advantages in the use of online business environment, barriers to the use of better information technology will prevent most of the SME business owners in Auburn city from being able to benefit from what NBN can offer them. Even though most of the research interviewees said that their companies do not need any support coming from the government, the fact that most of the research interviewees were merely talking about the advantages of having a corporate website strongly suggest that the SME owners in Auburn city should be informed on what and how NBN can intervene to help them solve the problems they are experiencing with regards to the use of their corporate websites. 5.2 Recommendations In relation to the barriers behind the use of better information technology, this report strongly suggest that the NBN together with the help of DBCDE should focus on removing the barriers behind the use of better information technology in Auburn city. Basically, this can be done by motivating and educating the SME business owners in Auburn city about the advantages associated with the use of better information technology. For instance, the Auburn city council should increase their efforts in publicizing the NBN program among the local retailers, manufacturers and wholesalers. By promoting extensive publicity, the business owners in Auburn city will have more chance to check information related to NBN online. Some business owners do not have sufficient knowledge on how to acquire benefits from digital engagement. Therefore, educational programs about this matter should be extended to the business owners. Basically, the educational program should tackle issue about NBN, how digital engagement can increase their production and sales efficiency, and how to establish a long-term relationship with their customers and business partners, etc. Once they have acquired more knowledge about the benefits of digital engagement, there is a higher chance for them to change their current network to NBN. References Abid, A., Rahim, M. and Scheepers, H. (2011). Experienced Benefits and Barriers of e-Business Technology Adoption by SME suppliers. Communications of the IBIMA, Article ID 791778, DOI: 10.5171/2011.7917780 . Australian Government - Department of Broadband, Communications and Digital Economy. (2013). National Broadband Network - overview. Retrieved October 10, 2013, from http://www.archive.dbcde.gov.au/2013/september/nbn_overview Australian Government - Department of Communications. (2013). About Us. Retrieved October 10, 2013, from http://www.communications.gov.au/about_us Babbie, E. (2011). The Basics of Social Research. 5th Edition. Belmont, CA: Wadsworth Cengage Learning. Barrett, R. and Rainnie, A. (2005). Internet adoption and use in small firms: internal processes, organisational culture and the roles of the owner-manager and key staff. New Technology, Work & Employment, 20(3), pp. 190-204. Bennett, R. and Smith, C. (2002). Competitive conditions, competitive advantage and the location of SMEs. Journal of Small Business and Enterprise Development, 9(1), pp. 73-86. Brodie, R., Ilic, A., Juric, B. and Hollebeek, L. (2011). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, doi:10.1016/j.jbusres.2011.07.029. Caskey, K., Hunt, I. and Browne, J. (2001). Enabling SMEs to take full advantage of e-business. Production Planning & Control: The Management of Operations, 12(5), pp. 548-557. CB Online. (2013). Department of Broadband, Communication, and the Digital Economy (DBCDE). Retrieved October 10, 2013, from http://cbonline.org.au/what-we-do/community-broadcasting-organisations/government-bodies/department-of-broadband-community-digital-economy/ Dubelaar, C., Sohal, A. and Savic, V. (2005). Benefits, impediments and critical success factors in B2C E-business adoption. Technovation, 25(11), pp. 1251-1262. Kaynak, E., Tatoglu, E. and Kula, V. (2005). An analysis of the factors affecting the adoption of electronic commerce by SMEs: Evidence from an emerging market. International Marketing Review, 22(6), pp. 623-640. Li, W. and McQueen, R. (2008). Barriers tomobile commerce adoption: an analysis framework for a country-level perspective. Journal of Mobile Communications, 6(2), 231-257. Nabi, F. (2004). Secure business application logic for e-commerce systems. Computers & Security, 24(3), pp. 208-217. Osmonbekov, T. (2010). Reseller adoption of manufacturers'e-business tools: The impact of social enforcement, technology–relationship fit and the mediating role of reseller benefits. Journal of Business Research, 63(3), pp. 217-223. Piris, L., Fitzgerald, G. and Serrano, A. (2004). Strategic motivators and expected benefits from e-commerce in traditional organisations. International Journal of Information Management, 24(6), pp. 489-506. Scupola, A. (2009). SMEs’ e-commerce adoption: perspectives from Denmark and Australia. Journal of Enterprise Information Management, 22(1/2), pp. 152-166. Simpson, M. (2004). Competitive Advantage in SMEs: Organising for Innovation and Change. Journal of Small Business and Enterprise Development, 11(2), pp. 263-264. Tan, K., Chong, S., Lin, B. and Eze, U. (2010). Internet-based ICT adoption among SMEs. Management, 23(1), pp. 27-55. Tan, Y. and Macaulay, L. (2007). Adoption of ICT among small business: vision vs. reality. 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Appendix I – Summary of Available ICT Infrastructure in Australia Types of Technology State and Territories Community Optic Fiber Network Australian Capital Territory (ACT) Crace New South Wales (NSW) Armidale, Blacktown, Coffs Harbour, Gosford, and Kiama Queensland (Qld) Toowoomba, Townsville, and Aspley South Australia (SA) Willunga Victoria (Vic) Brunswick, Bacchus Marsh, and South Morang Tasmania (Tas) Deloraine, George Town, Hobart, Kingston Beach, Launceston, Midway Point, Scottsdale, Smithton, Sorell, Triabunna, and St Helens Fixed Wireless Network New South Wales (NSW) Armidale and Tamworth Northern Territory (NT) Darwin Queensland (Qld) Toowoomba Victoria (Vic) Ballarat Western Australia (WA) Geraldton Source: Australian Government - Department of Broadband, Communications and Digital Economy, 2013 Appendix II – Research Interview Questionnaire Online engagement of SMEs 1. How important is an online presence to your business? 2. To what extent does the business engage online with customers, suppliers, wider markets, competitors and/or partners? 3. If the business is engaged online what encouraged the uptake of internet technologies? Barriers and enablers to uptake of technology 4. If the business is not engaged online, what are the barriers to online engagement? 5. What are the enablers of technology uptake? This can include internet technologies but is not limited to that. For example, if there is a new system or opportunity to re-engineer the business process, what would influence the business to adopt this? 6. Do you intend to connect to the National Broadband Network (NBN) when it becomes available to you? If yes, why? If no, why not? Impacts of technology uptake and business process improvement 7. Has the business implemented any online initiatives? 8. If so, have you measured the improved efficiency, productivity, revenue, access to target markets or other improvements to organizational performance? 9. Has the business developed a digital economy strategy? Business assistance requirements such as: interest in education to engage online and develop digital economy strategies 10. What support or assistance does the business need to ensure it makes maximum use and benefits from online engagement and/or the development of a digital economy strategy for the business? 11. Would you attend funded training and education programs about digital economy and online opportunities for your business? 12. How would you like the training delivered: on site at your business with a dedicated trainer, business seminars, other? Appendix III – Summary of Research Interview Result Retailer 1: Apollo blinds: Online engagement They have a website that is integrated to show simples to customers, but some elderly people like face-to-face engagement. The customers are happier in face-to-face situations because they can see and feel materials and products. There is as well an automated transaction with customers, suppliers, and more… Enablers and barriers They have an integrated online system to serve and help customers, and this is because of the internet age, where everyone is really busy doing their jobs and lives, and sometimes not have the time to come to shops and retailers. There are some customs jobs that have to be different from the one on the website, so the customers have to show up on the shop to make an order, while the website is just include some pictures of the samples which have been used for ordinary jobs. Current status and benefits. Plans for future. It is not really beneficial for SMEs because of the big companies that have the whole market. They are not aware of the NBN and happy with their current service. It is the age of the technological advancement so every business needs website. Latest technology and council support. They are not really aware of the latest technology but they are happy with their current status. However, when we asked them about the council support, they change all of their status and told us that this is the time to leave. Retailer 2: KF Plastic: Online engagement They have a new website that is just showing the customers their works, displays and samples. This website is looking better or more attractive to the people to engage them in making orders. In the same time, the customer’s presence is really required, because each order is unique by itself. Enablers and barriers They are aware of the NBN, but they are not currently using it, probably in future. The barriers for this business is that even with new technology coming to improve their online engagement, they can’t speed up the process of making products. The internet is not really helpful because the process is slow. Current status and benefits. Plans for future. It is so soon to tell what the differences are between the current status and the latest, but they think there are some improvements and new customers showed up. They think it is not really beneficial because in retail business, the presence of the customer is required because each job is different and customized. Latest technology and council support. They are aware of the latest technology and their support is coming for the company that provides the website. They don’t need the council support. Retailer 3: Bingo: Online engagement There is a website for them that is integrated to take the inquiry and arrange a meeting. You can reach the company through their website or email. Enablers and barriers It is a new age that requires a website for each company. Because a lot of people are busy doing their jobs, so they need to see the products of the company through a mobile or website. Current status and benefits. Plans for future. It is beneficial to the business because of its “giving the word out of people”. They are aware of the NBN. They also have some future plans to provide their products to more customers and this by making the website better and easier to enter for all customers. They have also some plans to have a NBN in the future. Latest technology and council support. They are earlier adopter to technologies and happy with their status so far, and there is no need for any government support. They have trackers and devices working through the internet to know their trucks progress. Retailer 4: Ultimate sign installation: Online engagement They have their online website, and they happy with it. Enablers and barriers The need of designs in their business forces them to deal with the internet. Also, advertising take a big part in the website. Current status and benefits. Plans for future. They are not aware of NBN and happy with their provider. They have some plans regarding improving the website also in future. Latest technology and council support. They are medium adopter to technologies and happy with their status so far, and there is no need for any government support. Retailer 5: Uncle Bill: Online engagement They make some enquires through email. Enablers and barriers They have a variety of products and good chance to enter them to the market but, this company is actually the provider for big companies and with any online engagement, their current customers could found them as a new competitor in the market. Current status and benefits. Plans for future. Aware of NBN but not a using it. They are using emails with their current supplier and customers. Latest technology and council support. Slow adopter of new technology and they don’t need any council support. Wholesaler 1: Doors: Online engagement They have a website, that “can be done better” as he quoted. This is really old style, because of the business current situation. They are using emails sometimes to contact customers. It is easier and faster to show the progress on their order. This also helps them send any documents or answer any questions from their customers too. Enablers and barriers The internet really helps them to cut some time from the whole operation but in the same time, the production process still really slow. Their jobs almost always ordinary. However, lately, house wives enter to this market as new customers that really “hard to cope as he quoted. The internet could save some costs somehow. Current status and benefits. Plans for future. The business is really aware of the new advancement but is not really helpful for them. They are a late adopter of the technology. Because they got their own customers. The business said as well, that almost a lot of their customers are too old, and not really interested in this kind of technological advancement. It is could be more beneficial but not in this industry. Latest technology and council support. Their website is really poor and needed to be reengineered as he quoted, it needs to be more mobile phone friendly because it is the age of smart phones. Wholesaler 2: Action Sports: Online engagement They have their own website that is showing the retailers their variety of products. Enablers and barriers What enables them is the advancement of this technology and what can provide them with new customers. Also, internet transactions are faster than older ones. It is as well providing them a new way for advertisement. Current status and benefits. Plans for future. They are not aware of the NBN. They also have some future plans to provide their products to more customers and this by making the website better and easier to enter for all customers. Latest technology and council support. They are medium adopter to technologies and happy with their status so far, and there is no need for any government support. Food shop 1: Chinese restaurant Online engagement They don’t have website, and do not need it. Because of their kind of business. Enablers and barriers There are no online transactions or any participation. We go to the café if we need to do online transactions. Current status and benefits. Plans for future. Their plan for future is to add more products and they don’t need any online presence because whoever comes to that shop are from the surrounding area (business man). He said, however, that probably advertisement in different websites for their business could be beneficial and this because of a lot of competitors in their area. Latest technology and council support. They are aware of latest technology but they don’t need any of it. They don’t need as well any council support in that area. Manufacturing 1: Williams: Online engagement They have a website for their business, and it is integrated to show the customers their range of products. It is also to provide the customers with a link to make any enquiries. Enablers and barriers In this business, a lot of their customers are big companies and large jobs, so it is not to the public rather that to big businesses. They are aware of the NBN but not using it in the current status. Current status and benefits. Plans for future. Early adopter to new technology. They have a whole system for front lines, enquiries and IM measuring. This system is really useful for the business and gives them a competitive advantage. Latest technology and council support. They don’t need council support, because they have their own it company that provide them with the required support in their business. Read More