To: rupert1 who wrote (59599 ) 4/23/1999 4:07:00 AM From: rupert1 Respond to of 97611
WSJ Commentary on COMPAQ A good read, very thoughtful. April 23, 1999 Commentary Business on Internet Time By John Browning and Spencer Reiss, who edit The New Economy Watch, a monthly report for investors published by the Gilder Group. For dramatic evidence of the speed of change in the Internet economy, have a look at Compaq Computer Corp.'s Web site. Last Sunday, CEO Eckhard Pfeiffer was shown the boardroom door, in large part for being too slow to shift to direct sales of personal computers via the Internet. Click on the Compaq site on Monday and--presto!--no more Mr. Pfeiffer. Instead there was a letter from Compaq chairman Ben Rosen announcing the search for a new CEO who would ensure that the world's largest PC seller regained "the organizational flexibility necessary to move at Internet speed." All CEOs should ponder Mr. Pfeiffer's fate. First and foremost they should be asking how their own business needs to change, and how fast, in response to the Internet. Second, they should think about whether they need to make specific changes or promote the ability to change per se. The two are very different--maybe more than Mr. Rosen realizes. The sin that brought about Mr. Pfeiffer's downfall was one that a lot of people used to consider a virtue: On his seven-year watch, Compaq built the best retail-distribution network in the computer industry. Understandably, he was loath to abandon his prodigal achievement, and the people who made it work so well. But he was wrong not to. For the Internet really has changed the rules of distribution, especially in the computer industry. Even the best retail network may no longer be good enough. To see why, compare Compaq with its home-state Texas rival, Dell. Its founder, Michael Dell, went into direct sales--first by telephone, later over the Internet--in large part because he did not think he could compete with Compaq on retail distribution. Now the chip, so to speak, is on the other shoulder. Direct sales enable Dell to work fast and light. It has less inventory. It has built stronger and deeper relationships with customers. It routinely does most things far more quickly than Compaq, from taking and filling orders to introducing new products. Compaq desperately needs to come up to Dell's speed, and so do a lot of other companies. The Web is transforming how people sell things in a host of industries. Air tickets, office supplies, building materials, books and a raft of other products meet the basic criteria for effective Web distribution. They can be comfortably purchased without being seen or touched. They are not hard to pick, pack and deliver. And often they require a lot of collateral information that mere salesmen may not be able to remember or deliver. Embracing direct sales will be one of the toughest challenges facing tomorrow's CEOs. This week also saw the unceremonious dumping--after just five months on the job--of CEO Philip Pfeffer at Borders Group, the No. 2 U.S. bookseller, which is clinging to a bricks-and-mortar strategy and falling even further behind both archrival Barnes & Noble--now an aggressive e-convert--and trend leader Amazon.com. But even corporate leaders who do take the plunge should pause to think about what the shift to a business environment dominated by electronic networks demands: a single dramatic leap, or a constant, accelerating process of change. In many industries, business on the Internet will likely settle into its own routines--dramatically different and faster than today's, but eventually predictable. But those in industries undergoing rapid technological or regulatory change, those in information industries and those whose job it is to mediate between a fast-changing supply chain and fast-changing customers will not just have to accelerate their pace, but to transform their entire way of governing themselves.This means that even very successful companies may need to become smaller and more focused--if necessary by spinning off profitable and complementary businesses (and subcontracting them back in). They will also need to encourage unprecedented mobility of management, moving executives into and out of jobs in quick rotation to bring specialized skills to bear when they are needed. One of the ironies of start-ups is that even in the tech world, companies celebrate their success by enshrining their business models. Compaq celebrated the triumph of personal computers over minicomputers and mainframes by buying Digital Equipment and Tandem. It gained a full-service product line, and all of the time-consuming problems of coordination and scale that go with it. Compaq is far from the only company that has celebrated success by acquisition. Amazon.com, Yahoo! and most every other Internet firm with two share certificates to rub together have been busily buying up other firms--and none of them are getting any quicker or nimbler in the process. That is the core dilemma of growth and success in Internet markets. You can be big or fast, but probably not both. And heaven help you if you're the wrong one at the wrong time.