01/01/1999 How Important is the Internet? By Pat Garner, President of InterData Access Corporation Well, first off, they have actually been conducting studies to determine if the Internet is "habit forming". I suppose that's a fair question, provided you use "telephone usage" studies as a comparison. A recent article by James Duffy for Knight Ridder reported that, based on an interview with 1,000 Internet users nationwide, nearly one-third of the online population has been using the Internet for a year or less, but nearly half of the users now consider the medium a necessity and almost 75% use it to make buying decisions! Pretty amazing! So what does this mean to the executive suite industry? The following are things to watch for in the near future. Providing high-speed access to the Internet. The ability to provide new technology that allows long distance calling ability via the Internet - without usage charges. The quality is not the same, but it's a real call. Be advised that long distance giants won't be sitting still while their empires are carved up by the upstart Internet. They will carve out a new empire that will make use of the Internet - and we have to be ready to go with it. Flexibility and adaptability - the characteristics of a successful business model for the 90's, will be true right into the 21st century. So, what should we do? Well, now is the time to dig out that dusty business plan, or the dusty "New Year's Resolution" to create a business plan, and start plugging in the changes that the loss of these profit centers are going to have on your business operation. Are the answers easy - no, but there are answers and some very good ones. Ultimately, we are going to be even more profitable, but we're going to have to get smarter. We're going to have to invest ourselves in training and staying closer in touch with industry information sources and the voices that have our best interests at heart. Technology will bring new products with new visions for executive suite applications, and new revenue streams. For example, why struggle for the slim margin of word processing that bills out at $24 an hour, when database creation is being competitively bid at $60 to $85 an hour. The same holds true for the Internet and other related technologies. The latest bundling of telecom offerings is being referred to as "unified messaging," a single source application/pipeline providing access to phone, fax, mobile phone, pager and e-mail in a one number service. It can further include voice mail, fax mail and e-mail integration, domestic and international conferencing, call screening, fax and voice-on-demand, fax broadcasting and domestic/international direct dial capability. Unified messaging will be available and priced competitively, with a profile that is a perfect fit for the executive suite industry. It can provide a new profit center in the ever changing revenue stream of telecommunications. Back to the business plan. It's more important today than ever that you take stock of your center. Look at your assets, your employees, your current software/hardware, and types of services you offer. Use historical data and compare your plan to your wish list for the future. Coming events will either be the "wind beneath your wings" or a threat to what remains. Keep in mind that technology and the Internet levels the playing field-a remote business center's revenues can equal a center located in the heart of a major metroplex. This is the same technology that will allow highly skilled workers to choose from a variety of alternative work locations. The executive suite industry is the business model for the 21st century. The synergies, professional and energetic work environment can keep that independent entrepreneur, or regional rep moving in the "speed of business," and a high-tech center is the assurance that each individual client can provide cost effective and competitive advantages to their clients. So, dust off the plan, keep your ears tuned, and get ready - the ride of the century is just beginning! Pat Garner is President of InterData Access Corporation, providing technology, resources and networking for executive suites worldwide. For information about how to prepare to profit with the coming changes in technology, you may write to pgarner@indac.com or visit the web site at www.indac.com or call us at 800-889-3692.

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