Live from Keynote Executive Summit 2006: The E-Commerce Evolution

New York—E-commerce and the way customers view e-commerce is evolving faster than ever before. For most customers, the days of dial-up, static pages, and bulky desktop computers are gone. Ben Rushlo, senior consulting manager at San Mateo, CA-based Keynote Systems, an e-business management services provider, outlined three drivers of online change at Tuesday’s Keynote Executive Summit here.

1. Broadband penetration. Access to the Internet via a broadband connection is widespread and gives people faster access to the Web.

2. The rise of rich media and other technologies. Because of broadband connections, people can access rich media such as photo zooming or rotating products to see all angles of it, watch television shows on their computer, and hold conversations via VoIP.

3. No longer being tied to a desktop. According to Rushlo, 60% of the work force is mobile and is not forced to access the Internet via their desktop computer.

In a tag-team approach during the session, Vanessa Kirby, consulting director at Keynote, explained to attendees that during their time online, people are demanding entertainment, an opportunity to contribute, relevancy, and a community where they can network. “You’re pulling them in further and interacting with them so they remember you,” Kirby said, adding that if potential customers become interested in your site and company, they will become interested in your product.

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