Term paper on Impact On Wide Area Network

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PACT OF WIDE AREA NETWORKS ON BUSINESS

INTRODUCTION

Where does one start when discussing the impact of Wide Area Networks (WANs) on business? It's been huge! WANs have created an entirely new segment in the business market and revolutionized many of the current ones. A person could write for days or months about all the impacts and effects WANs have had. This essay will focus on three primary areas to describe the impact of WANs on business. First, some specific types of applications will be discussed and how they can improve day-to-day business operations. WANs enable various communication mediums to exist that significantly improve the speed of business communications. The telephone and e-mail are a couple of examples. WANs also allow various marketing and financial applications to improve business operations. Next, some real world examples will be provided to show the actual impact WANs are having. The travel industry, JCPenney, Varsity Books, and Wal-Mart are just some of literally thousands of companies that have capitalized on the capabilities WANs provide. Finally, the importance of WANs and the benefits they can generate will be discussed. Specifically, the strategic leverage and competitive advantages that can be created and maintained by implementing the use of WANs will be addressed.

BUSINESS APPLICATIONS

Before getting into specific business applications, let's quickly review what a wide area network (WAN) is. Ray Hunt and John Vargo define a WAN as, "A telecommunication network allowing connection of computers, peripherals, and other devices, such as telephone and fax, that are at a distance from one another" (1996, p. 463). WANs extend across geographic boundaries such as streets, cities, states, and even countries, into the "public" domain where anybody can use them (Hunt & Vargo, 2000). By allowing anybody and everybody into the "public" domain, WANs opened a completely new market for businesses that was previously not available to them. As a result, WANs grew larger and new communication methods and business applications were developed to capitalize on the WAN technology and architecture.

The telephone system is an example of a wide area network. Its impact on business, and on most people's lives in general, is rather obvious. It is one of the primary methods of communication we use today. Other, and relatively newer methods based on WANs include electronic mail (E-mail), voice mail, fax machines, and teleconferences. These applications/technologies have improved business communications by:

1) Reducing the effect of "telephone tag"

2) Minimizing time spent in telephone conversations

3) Providing the ability to send and/or receive files

4) Providing the ability to retain a permanent record of the communication

5) Minimizing problems associated with geographic and time differences

6) Reducing paper handling and associated costs (Hunt & Vargo, 2000)

The impact of business communications can not be understated. One senior executive states, "Good communications are the lifeblood of any enterprise, large or small. Communications are essential to keep our entire organization functioning at maximum levels and to make the most of our greatest management resource-our people" (Blanchard, Hersey, & Johnson, 1996, p. 338). Communication is not the only business activity WANs can significantly impact.

Various marketing applications can be implemented using WANs. A reservation system is a good example of the way companies can market a seat on an airplane or a room in a hotel. The wide area network provides the link between the customer and the database that maintains up to the minute availability information. Customers can act as their own travel agent in the convenience of their own home or business. Companies can advertise and promote their services to a large segment of the market; the online market.

Teleshopping is another area where marketing applications have experienced tremendous growth. Teleshopping, or electronic commerce (E-commerce) means shopping or conducting business electronically over WANs. Countless new companies have started that sell their products solely over the Internet. Many other established companies have started selling their products over the Internet in addition to their traditional locations. The concept is simple. Customers can browse the company's products over the Internet. If they find something they want, they can order it and pay with a credit card (also over the Internet). The company will ship the product(s) directly to the customer's home or business. A customer never has to leave their home or place of business to conduct transactions. This capability attracts an entirely new market and revenue potential for companies.

Similar financial services and applications are available. Use of WANs to conduct financial transactions is now commonplace in our society. We use automated teller machines (ATMs) every day to withdraw cash, transfer funds, and perform inquiries. Electronic funds transfer (EFT) is an essential capability WANs provide to the finance and banking industry. The ability to transfer funds electronically enables numerous business and personal transactions to be performed easily and virtually immediately. Buying products, paying bills, sending money to a friend or relative are just a few examples of EFT transactions. Hunt and Vargo say that without networks, financial services throughout the world would cease (1996).

Another effective WAN application involves Point of Sale (POS) data. Networks are used to link sales registers at retail outlets to centralized databases that maintain inventory balances, product descriptions and prices, and other meaningful records. As sales transactions occur, the database is updated in real time to reflect those transactions. By maintaining current and historical data, companies can keep stock levels down, make better demand projections, and generate product and customer profiles (Hunt & Vargo, 1996). This effective use of information management can be very important when significant decisions must be made. Most would agree WANs and associated applications are definitely impacting business today.

REAL WORLD EXAMPLES

In the previous section, some general WAN applications affecting the business world were provided. Following, are some specific examples of these applications. Let's start with the service industry. Expedia.com (http://msn.expedia.com) and Travelocity.com (http://www.travelocity.com) are just two of many companies that provide travel reservation systems using WANs. They both enable customers to make airline, hotel, rental car, and cruise reservations on-line in the convenience of their own home or business and on their schedule. Their sites provide maps and driving directions. Customers can establish their own accounts and preferences. They can compare fares and rates to find the lowest competitive prices. At the same time, companies are forming partnerships to market various package deals. Purchasing airline tickets and hotel accommodations for one price is a popular combination package.

Now let's move to the merchandising industry. In a recent interview with Paul Pappajohn, the president of JCPenney E-Commerce, Elizabeth Blakey revealed the success JCPenney has experienced since starting to sell merchandise over the Internet. JCPenny is a 98-year-old retail company that historically sold its merchandise through traditional retail stores. They started selling over the Internet in 1994 and initiated secure online ordering in 1996. In November 1999, JCPenney began offering their entire catalog...

Aquilano, Nicholas J., Chase, Richard B., & Jacobs, F. Robert. (1998). Production and Operations Management: Manufacturing and Services (Eighth Edition). Irwin/McGraw-Hill
Blakey, Elizabeth. (2000). "Exclusive Interview: JCPenney.com." E-Commerce Times. November 19, 2000 < http://www.ecommercetimes.com/success_stories/success-jcpenney.shtml >
Blanchard, Kenneth H., Hersey, Paul, & Johnson, Dewey E. (1996). Management of Organizational Behavior: Utilizing Human Resources (Seventh Edition). New Jersey: Prentice Hall.
Carr, Laura. (2000). "100 Numbers You Need to Know." TheStandard.com. November 19, 2000 < http://www.thestandard.com/article/display/0,1151,20128,00.html >
Hunt, Ray, & Vargo, John. (1996). Telecommunications in Business: Strategy and Application. Irwin/McGraw-Hill
McDonald, Tim. (2000). "New Internet Domain Names Approved." NewsFactor Network.. November 19, 2000 < http://www.newsfactor.com/>
Strickland, A.J. III & Thompson, Arthur J. Jr., (1999). Strategic Management: Concepts and Cases (11th Edition). Irwin/McGraw-Hill.
Wilner, Joshua. (2000). " Small Business Success Story: VarsityBooks.com." E-Commerce Times. November 23, 2000 < http://www.ecommercetimes.com/success_stories/success-varsitybooks.shtml You should cite this paper as follows:

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