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To: allen v.w. who wrote (36942)	8/15/2000 2:24:56 PM
From: allen v.w.	Read Replies (1) \| Respond to of 40688

Intangible Assets: Turning LatAm Internet Users Into Customers: ionamericas.com Chile’s Chamber of Commerce expects there to be 6.8 million Internet users in Brazil, 1 million in Argentina and 900,000 in Chile by the end of 2000. When you look at the impact free Internet access and telecommunications privatization has on access, these numbers are believable. But these numbers simply suggest people who will go online to surf, not to shop. The Latin American Internet business market has proven its ability to get Latinos online, but what remains to be seen is how the region’s pure-plays will turn these users into buyers. Education is arguably the first step. As the Internet is pushed into more and more Latino homes, there will be a greater need to educate Latin America’s online buyers. “When shopping on the Internet, over 60% of the shopping carts are left unpaid for, filled with merchandise.” Says Fiera.com country manager Juan Izcue, adding that most first-time shoppers go through the checkout process simply to learn how online shopping works. Even educated surfers are not often buyers. Educated surfers make purchases because they perceive value in reliability, product price, and superior service, according to AlCosto.com country manager Martin Schmit. This perceived value turns into trust as the buyer begins to feel more comfortable with the online store, evidenced by larger and more frequent purchases, Schmit added. Confidence is the key to turning Latino surfers into online buyers. In a region where business and purchasing is based on a relationship-driven environment, the non-personal setting that web sites provide is more than enough to turn away even the most curious surfer. Worse is the amount of effort spent on interruption marketing and not on confidence building services like security, logistics and call centers. Latin America’s largest portals spend money on trade show booths, banner ads and traditional media ads, all in the name of getting more traffic to their site, not in turning surfers into buyers. While they develop flashy ads and captivating billboards, insufficient funds are invested in the development of technology that will increase a user’s confidence through a positive navigation experience, fulfillment and customer service. ---------------------------------------------------- Intangible Assets: Turning LatAm Internet Users Into Customers (Page 2) 8/11/00 It is widely thought that recognizable institutions, like Visa and VeriSign, increase confidence through a perceived amount of security because of their brand strength. However, there is no Latin American brand that Latinos rely on for trust in the Americas, and not all Latin emerchants can afford the security certificate that wins you a Visa or VeriSign stamp. A Latino security brand, or a recognized seal of approval, would tremendously help the under-funded emerchants and help their users overcome the confidence hump often created by a less-than-perfect navigational experience. Emerchants must first sell intangible assets before they can sell any product or service. Confidence and trust are the commodities that win you enough attention to get that “buy” button clicked. By selling intangibles, Latin America’s emerchants will win the race to profitability. It’s the key to turning Chile’s, Argentina’s, Brazil’s or any other Latin American country’s users into buyers, because once you’re selling confidence, your products are free to sell themselves.