Warwick Grey - HP  :  Suzie Marsden - Westpac  :  Corinne Blumsky - A J Park

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What are the top 10 technology trends you need to be on the lookout for in 2009?

by Warwick Grey, HP Marketing Manager
www.hp.co.nz for product information or email wgrey@hp.com if you want to talk to an IT Specialist

1. ‘Netbook’ Adoption Accelerates
Mini computers, weighing under 1kg and the size of a large book, are ideal tools for busy executives and professionals on the go. They are not as powerful as traditional notebooks, the screens are a lot smaller and the battery life is not as long. However, for simple web browsing, emailing and other light computing needs - they are going to be used more and more by many professionals. If you need a portable computer for basic computing tasks and find that your main notebook is too heavy and bulky and your smartphone’s keyboard and screen are too small, a Netbook could be something for you to consider. With the rise of hosted applications (cloud computing, software as a service, etc) using a Netbook makes even more sense as the requirement for a large hard disk and synchronisation of data will not be an issue.
Growth of netbooks has accelerated sharply. For example, more netbooks were sold in Q3 of 2008 than the wildly popular iPhone. Have we entered the era of the netbook? For those not paying attention a netbook is an ultraportable notebook. It's also an ultra-affordable notebook most often priced below $1,000
According to the latest smartphone sales numbers from Gartner and DisplaySearch' 4.7 million iPhones were shipped worldwide in Q3 2008 while a whopping 5.6 million netbooks were sold in the same period. This trend toward netbook adoption should continue in 2009 as entrepreneurs and professionals see the advantages.
See HP’s netbook at www.hp.co.nz/hpmini

2. Built-in Wireless Broadband Usage Widens
Many of us use external wireless cards that provide cellular phone connectivity for mobile computing just about anywhere in the New Zealand. This connectivity, with service from Vodafone, Telecom, and Telstra offers access to the Internet from a train, hotel, taxi or just about anywhere - especially handy when WiFi is not an option.
Now, instead of having to use an external wireless card, HP and almost every notebook vendor sells an option to embed broadband wireless access into their notebooks. No longer will you have to fumble with an external card with an aerial that breaks easily, but you can now have relatively fast access to the Internet built into your computer. If access to the Internet is a must, ensure your productivity is not hampered by asking for wireless broadband in every new notebook purchase.

3. Cell Phones Get More Software
Google’s recently launched Android cell phone and Apple’s iPhone have ushered in a new way of buying cell phones. Instead of wireless cell phone carriers controlling the applications that reside on cell phones, Google and Apple have changed this model. The Android and iPhone software are not controlled by wireless carriers but controlled by their respective software vendors. Google and Apple are working directly with developers to ensure applications are developed for their respective platforms.
In 2009 you’ll still see more cell phones released in the traditional model (such as the BlackBerry Bold and Storm), but you’ll also see more cell phones on the market led by software vendors. Why is this important for your business?
Smartphone communication is not an option but a standard business tool. The software options available on these devices, as exemplified by the breadth of tools on Apple’s iPhone, increase productivity for businesses.
As Google’s Gmail forced other email providers (Yahoo Mail, Microsoft Live/Hotmail) to enhance their services, Google’s Android and Apple’s iPhone will force the cellular market, overall to do more for customers - consumers and businesses.

4. Unified Communications Increase
Larger companies are investing in unified communication (UC) systems from Microsoft, Avaya and Cisco. These systems place the power of telephony onto the computer and include an integration of telephone, CRM, chat, address book, calendar and other things. Many companies are also developing feature rich and low cost UC platforms specifically for small businesses. Many of these systems work in conjunction with voice over the Internet solutions and allow one to use a telephone, PC or smartphone to access the UC features.
If you want to ensure that your small business, even with minimal resources, has the productivity of a larger business, integrating your communication tools is critical. For example, if customers call your office, you should be able to see their profile on your computer screen automatically. Being able to greet the customer in a more personalised manner and even knowing about the last interaction with the customer (order, returns, complaints, etc) is important.
Another example: If you get a fax, there’s no reason why you should not be alerted to the fax and even see the fax from your smartphone. Being able to respond to customers as soon as possible boosts your customer service, responding to vendors or employees in hours and not day’s boosts productivity.

5. Online Data Backups Proliferate
We all know that we should back up our data — but unfortunately not everyone backs up their data. In 2009 you’ll see vendors offering more online backup solutions. Instead of backing up your data to a hard disk, DVD or other local media, the data is sent over the Internet and stored on the remote servers.
There are many “consumer” oriented backup solutions, many free. In 2009 these consumer backup solutions will offer options for more storage and more enhanced backup solutions for small businesses - through the Internet. When (some might say if) something happens to your data (accidental deletion, disgruntled employee theft, etc, etc) a good backup solution will ensure your customer records, contracts, personnel files and other data can be retrieved.
Online, or cloud computing backup solutions, makes the backup solution completely automated and hassle free.
Code Blue is one New Zealand based IT reseller already offering this service to their customers.

6. Social Media Becomes Strategic
Social media is not new to any of us, but we are not using it as strategically as we can. In 2009 expect more businesses to use social media as a way to communicate with customers. While web sites and email newsletters are still important communication tools social media tools as a standard (not exception) communication tool will increase.
For example, more people will be aware of Twitter (beyond just geeks) and start to use it to receive information from businesses they want to keep in touch with. LinkedIn is a powerful tool for finding connections, but users often underutilise it. In a recent conference, almost 80% of the hands went up that they were LinkedIn users and the same hands stayed up that they really didn’t know what to do with LinkedIn.
It is important that you learn as much as you can about enhancing your use of social media in order to network with other businesses, find new customers and better communicate with existing customers.

7. Online Video Gets Cheaper And More Widespread
I have been reading about the hot new Flip video camera and am amazed at the quality of the video it produces. While a $1,500 traditional video camera is the best option (better video quality), their size, expense and complexity limit their use by most business persons. Cell phone videos are simply too grainy for use. As more companies produce low cost and quality tools for video production and sharing of those videos (such as YouTube, Flickr, and newer US Sites Vimeo and Blip.tv) businesses can leverage video as a powerful marketing tool. Video can complement a blog, email newsletter or Facebook page quite nicely.

8. Video Conference Solutions Expand
Although Cisco’s Tele Presence is too expensive for many small businesses, there are video conferencing solutions to consider that are a lot cheaper but feature rich. The majority of these solutions include software and a web camera and communicate over the Internet.
The systems of 5 and 10 years ago, with grainy images and low quality are much different than the feature-rich and higher quality systems of today. Being able to connect with customers, prospects, vendors or employees “face to face” via video is often better than simply email, telephone or instant messaging. A plane ticket is expensive and the trip takes time, but video conferencing is quite doable. There are dozens of good, inexpensive, video conference
solutions - Skype and Sightspeed are two you might want to try out.

9. Hosted Software Applications Go on the Fast Track
When I think of the physical software I have in my office now, compared to years ago, I don’t have many CDs. Why?
Hosted applications continue to be used more and more because of its benefits over traditional software. Traditional software has to be installed on a server, rolled out to individual computers, could cause other applications to crash and adds more complications if remote employees must use the application. Hosted applications, or software as a service (SaaS), on the other hand, removes all of these complications. All you need is a web browser to access the hosted application. The downside? If you lose access to the Internet you lose access to your application.
If your business is on a fast track of growth — be it customers, employees or more offices — hosted applications can definitely boost your productivity. One real success story in New Zealand is financial software provider www.xero.com

10. Online Presence Gap Widens As More Customers Use Online Search
Whether small businesses need a web site or not is no longer an issue of discussion. In fact, the conversation has moved from web sites and email marketing to blogs and social media for business. Those businesses that strategically use online media to  communicate and market their businesses will have more loyal customers and can better attract prospective customers. Do you have a video on your welcome page? see www.netconcepts.co.nz
There is no question that online search is the way that just about everyone searches for a solution. If you’re a florist in Auckland, your next customer is going to type in ‘florist’ and their New Zealand post code into Google. If you’re a tennis racket repair shop in Tauranga, your next customer is going to type in “tennis racket repair” and their post code. You must be online and visible if you want to thrive and beat your competition.

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Sustainability is Good for Business

Suzie Marsden, Westpac

5 points on why sustainable business practices can be good for your business

5 pointers on how to become more sustainable

Why is sustainability good for business?

1. Cost reduction
The term ‘eco-efficiency’ was coined in the 90s. Essentially it is about finding ways to reduce your inputs – raw materials, electricity, fuel etc.
It works. By simply changing the models of our lease cars to more fuel efficient vehicles Westpac will save $2.2m over the next four years.

2. Competitive differentiator
Increasingly customers are expecting businesses to behave more sustainably. Nick Jones from Sustainable Advantage runs a research study called Consumer Who Cares. This research shows that around 66% of New Zealand is becoming more conscientious in their consumption. This is a big business opportunity.
A great New Zealand example is Ecostore.
An overseas example is Pret A Manger.

3. Enhanced reputation
The flip side of my previous point is you have a reputation to protect. Protecting and enhancing your reputation as a good business will help you keep the customers you currently have as well as help you get new ones.

4. Employer of choice
A strong values based business creates staff loyalty and attracts high potential new staff. There is a lot of research on Generation Y and their strong desire to work for organisations that stand for something beyond making money.

5. Improved business performance
As well as helping to reduce costs, sustainable business practices also help drive increased financial performance. Now not many of us in big businesses can demonstrably draw the link. However, a The Economist Intelligence Unit survey last year showed the most striking data related to the differences in attitude towards sustainability between companies with high share price growth (50% over the previous three years) and those whose value had declined.
Share price ‘climbers’
• Put greater emphasis on social and environmental considerations at a board level
• Had goals for, amongst other things, improving human rights in the supply chain, reducing greenhouse gases, and developing products to address social and environmental problems.

And what’s more, this is not new. The link between social responsibility and profit was demonstrated in the mid 17th century and beyond by the Quakers.

According to an Historian, James Walvin they were known for their exemplary honesty. “Their prices were fair, produce was sound, their service was honest and their agreements honourable”. They treated employees well by the standard of the day. In Britain, despite never numbering more than 60,000 by 1900 they ran Lloyds and Barclays, Huntly and Palmer, Carrs, Rowntree, Cadbury and Clarks shoes.
They were not ethical in order to make money but by doing what they saw was right they grew rich.

How to become more sustainable?

1. Develop and articulate the values for your organisation
• Could work on this with your team
• Develop a ‘charter’ to help staff understand how to translate those values in to behaviour

2. Connect with your market – understand what is important or ‘material’ for them
e.g. a drycleaning business might think they should go carbon neutral as a point of difference but their customers just want them to provide recycling facilities for coat hangers and be open longer hours.
Cheap ways to do this:
• ask your customers for feedback via a questionnaire
• if its appropriate, make time to talk to your customers one-on-one
• beers for ideas – get a group of customers, friends, other business owners in your community together over a few beers or wines to garner their ideas.
• Desk based research– what is going on in your industry in other parts of the country or in fact in other countries – are their trends that would apply to New Zealand.
• Find out what is happening in your community – are their key issues or events that you can get involved with.

3. Communicate
• Doesn’t have to be an expensive advertising campaign. PR is a very cost effective communication medium and offers you third party credibility and endorsement.
• Tell your good customers what you are doing – they will be great advocates for you via positive word of mouth.

4. Read the paper! Stay connected with what is going on in your community, in New Zealand, globally - consumer trends, economic situation, changing regulation. Think about how this is relevant to your business.

5. Self sustainability – My final point for today is give yourself time. I know this is not a new message but as busy women in business we seem to be pre-programmed to fit as much in our day as possible. Making time for yourself is not a ‘nice to do’. It is essential. The sustainability of your business is at risk if you are wrung out.
And…if you think things are not going as well as they could…talk to your bank! In general we all have helpful, experienced business bankers who can offer support.

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PROTECTING YOUR ‘NUMBER 1’ BUSINESS ASSET —YOUR IP!

Corinne Blumsky, Partner, A J Park

Protecting your intellectual property (IP) in today’s business world is essential. Here are 10 tips to help you on the road to success.

1. Get your structure right
About to go into business, then this is the perfect time to think about what structure will suit you best, for example, sole trader, partnership, company, trust etc. Making changes once you’re set up can be time consuming, paper intensive—not to mention expensive. Taking time at the outset to think about what structure will suit you best will pay dividends long term.

2. Have a plan
What is it that you want to achieve by being in business? What is your strategy for success? This is particularly important if obtaining IP rights is part of your plan. Knowing what IP rights are available to you, what countries you will trade in, and what goods and/or services you willoffer are all part of the mix and need to be part of your business plan.

3. Search, search and search
Make sure all any company names, domain names, product and service names are available for you to use (and register) to avoid downstream angst and legal hassles.

4. Register your trade mark(s)
Your trade mark portfolio is one of the most important assets of your business. Its value can outweigh any brick and mortar assets your business may have. It can last forever—yes forever—by paying renewal fees at 10 year intervals. With a little bit of nurturing this asset will last the distance.

5. Don’t use other businesses names
It takes time to create a strong, distinctive trade mark that sets one business apart from its competitors. And it takes time for that trade mark to resonate with consumers. After all this effort, imagine how annoyed you would be if another business started to use the same or a similar trade mark!

6. Keep an eye on your competitors
The flipside to my previous point, is to make sure you know what your competitors are doing and what direction they may be moving in. A relatively easy way to do this is to regularly check patent, design and trade mark records.

7. Check what you own
Periodic checks of what IP rights you own is a must.
Have you:
• updated your logo
• entered new markets
• added new products or services to your range
Do your IP rights reflect these changes?

8. Document all arrangements you enter into
All arrangements that you enter into should be documented. These include employment agreements, website development agreements, branding agreements, photographic agreements to name a few. Often these arrangements will create IP rights—sort out ownership and other issues so each party’s position is clear from the start.

9. Say what you mean
There is an increasing tendency by some businesses to make false and misleading statements about aspects of their business and the products and services they offer. This had lead to several prosecutions under the Fair Trading Act and increasing numbers of complaints laid with the Advertising Standards Authority. At present there is the problem called ‘green washing’. Check out www.comcom.gov

Questions?

For further information about IP see www.ajpark.com or contact corinne.blumsky@ajpark.com.