Exploiting the Internet: Understanding and Exploiting an Investment in the Internet
Exploiting the Internet: Understanding and Exploiting an Investment in the Internet
Frost, Andrew and Norris,Mark (1997), John Wiley & Sons, Chichester, 247 pp., ISBN 0-471-97113-8,£24.95. Available: John Wiley & Sons, Baffins Lane, Chichester, West Sussex PO19 1UD, UK. Tel: (+44) 1243 779777; E-mail: cs-books@wiley.co.uk; WWW Home Page: http://www.wiley. co.uk or http: //www.wiley.com.
If you have visited a book store lately, you may have noticed the growing numbers of books about the Internet. Internet business titles now occupy so much shelf space that stores are creating separate departments to accommodate them. As readers, we are faced with the happy dilemma of deciding which Internet books to select. But we may also wonder "Do we really need any more?" Andrew Frost and Mark Norris think so,and make their case in Exploiting the Internet (John Wiley & Sons,1997).
The authors set out to show that the Internet presents new ways to do business, offers new opportunities for the individual and creates fundamental changes in society. This is an admirable ambition and, perhaps, not entirely feasible in one volume. Still, the book has much to offer.
Two groups of readers will benefit most from Exploiting the Internet; strategic planners and would-be online entrepreneurs who want to explore online business opportunities but do not know where to begin. Strategic planners will value discussion about selecting hardware, software and vendors to support various online functions. Would-be business entrepreneurs will gain an understanding of the Internet,including concepts, technical facts and issues.
In Chapter 1 the authors begin by describing some features of the Internet and by explaining the social,economic and political effects on individuals and organisations.
Chapter 2 contains a technically oriented view of the Internet presented from the global perspective,and from the perspectives of the end user, the organisation, and the Internet service provider. The Internet novice will find often-daunting topics such as routers, ISDN, and ATM to be clearly explained, and will appreciate instruction in selecting an ISP. Some sections demand experience with sophisticated technologies, but can be safely skipped and re-visited when the reader wants more in-depth information.
Chapter 3 includes three substantive topics. It presents a historical comparison of two computing models:terminal access (mainframe) and client/server mode. It also provides descriptions of Internet tools, including telnet, ftp, e-mail and bulletin boards, and summarises their potential effects. Last, Chapter 3 lays the groundwork for subsequent chapters by introducing design concepts, vendor selection issues and an overview of other factors in launching and maintaining Web sites.
Chapter 4 introduces the broader context in which online business is positioned. Telecommunications companies, for example, are battling information services, and technology convergence appears imminent. These and other challenging issues must be pondered by those who would ask, "How does one make money from the Internet?"
Although the authors do not offer a definitive answer, they point out that electronic interfaces can accomplish all organisational functions except the delivery of tangible products. Thus, they argue, despite the chaotic environment, all other functions including marketing, advertising, selling, delivery status, and customer support are viable candidates for Internet-based administration. The authors support this conclusion with deceptively simple points that they have deftly distilled from economic and marketing theories.
Considering the accomplishments of these five chapters, it may seem petty to criticise their format; however, the book needs rigorous editing. Its style is sometimes awkward, random capitalisation is distracting, and outright errors may perplex the reader. Because it is not referenced in the text, one may easily overlook the useful directory (Appendix E The Address Book) that lists Internet addresses for online sites mentioned in the text. Last, the text is sprinkled with British idioms that nonBritons may find confusing.
Careful note should be taken that this book is geared toward readers in the UK who are shopping for an Internet service provider: References to BT (the British Telecommunications organisation) are ubiquitous and a CD-ROM is included to help readers access the BT site and sign up for service. Three appendices are devoted solely to aspects and features of BT membership, some of which deserve in-depth discussion in the more generic main text. For example, most readers would benefit from discussion of software that tracks online traffic, billing and statistics. Such software is listed as an important feature of BT service (in Appendix D BT WebWorld),but it is not adequately discussed in the main text. This treatment serves BT well, but discourages readers from exploring other vendors and options.
These caveats should not prevent readers and would-be Internet participants from enjoying the book's three major achievements: First, the authors possess a knack for simultaneously describing the functions and histories of technologies while illustrating how to apply that knowledge in planning an online business. Second, they describe various participants' perspectives of online business, including individuals,firms, and ISPs.
Finally, and most important, Exploiting the Internet integrates elements from seemingly disparate fields engineering, telecommunications, marketing, public policy, and economics into a thoughtful overview of the challenges and opportunities of doing business on the Internet.
Joanne SilversteinSchool of Information Studies, Syracuse University
