To: Jack Hartmann who wrote (3292 ) 4/10/2000 12:06:00 AM From: Jack Hartmann Respond to of 5853
Businesses Risk Ignoring The Internet, Tech Experts Say By DESIREE J. HANFORD 4/7/2000 ST. LOUIS -- Businesses that don't take the Internet seriously will be left behind by their competitors that do, said panelists at a technology forum Friday. "We're just at the beginning of this era," said George Gilder, president of the Gilder Technology Group Inc. and editor of the Gilder Technology Report. He spoke during a question-and-answer period after he and two other technology panelists spoke at the St. Louis Civic Entrepreneurs Organization Technology Forum. "It's an era of tremendous upside and upside surprises," Gilder said. "There are dangers, of course, but most surprises will be on the upside." Robert A. Heckman, director of marketing and professional services for LTC Group, an advertising and marketing support services company in Dallas, agreed. The Internet is "revolutionary and won't go away," Heckman said. Gregg Rotenberg, managing director of Idealab, an Internet incubator in Pasadena, Calif., said he thinks the Internet will be larger than anyone expects. He noted, for example, that college students use it for close to two hours a day, and that 16- to 22-year-olds will spend $4.5 billion on the Internet this year. Rotenberg said that going forward, Internet sites will become more personal and will be able to recognize who the user is, what the user has bought in the past and how the user should be treated. Rotenberg was the founder of yourPharmacy.com, which was acquired by PlanetRx.com Inc. (PLRX). He has helped launch such companies as Petsmart Inc. (PETM) and eToys Inc. (ETYS). Heckman told attendees that while some Internet stocks are overvalued, the question that investors must answer is, which Internet stocks? Heckman cited a recent Barron's article that talked about how some Internet companies are in jeopardy of running out of capital by the end of the year. When evaluating Internet stocks, Heckman said he focuses on several areas. One is those companies that are involved in the infrastructure organization of the Internet. Companies in that area include Nortel Networks Corp. (NT), International Business Machines Corp. (IBM) and Cisco Systems Inc. (CSCO). Heckman also looks at those companies that are the first to enter key markets or those that create markets. He also considers companies, including General Electric Co. (GE) and Dell Computer Corp. (DELL), that use the Internet's infrastructure to make their businesses better. Heckman said it's unlikely that the Internet will totally level the playing field for companies because factors such as pricing and product will make companies different from one another. He said that some banks, for example, assumed that parity had been reached when many went to 24-hour banking and introduced automatic teller machines. But instead of stopping there, banks took other steps such as opening branches in supermarkets and being active in the industry's consolidation. Just having an Internet site isn't good enough, Heckman said. Instead, businesses need to know what they want to accomplish by having an Internet site, how they'll measure their success and take the best ideas from companies that have solid Internet strategies. As reported earlier, Federal Reserve Chairman Alan Greenspan spoke to those attending via satellite, saying that the Fed plans to be vigilant against the threat of inflation. -Desiree J. Hanford; Dow Jones Newswires; 314-588-8443 *********** I sure wish George would post his speaking engagements that the public can attend. Jack