Internet Services for SMEsInternet Services for SMEsMinistry of Economy, ParisMinistry of Economy, Paris

8-9th February 1999Alan ReynoldsAlan Reynolds

DTI, London, UK

WWW.TradeUK.Com : What is WWW.TradeUK.Com : What is it?it?

Searchable National Database of Searchable National Database of ExportersExporters

Automatic alerting of exporters to leadsAutomatic alerting of exporters to leads Database of leads searchable by Database of leads searchable by

exportersexporters All delivered via the Internet and e-mailAll delivered via the Internet and e-mail

WWW.TradeUK.Com : Why do WWW.TradeUK.Com : Why do it?it?

Fundamental role for any TPO to put Fundamental role for any TPO to put buyer and seller in touchbuyer and seller in touch

Market failure: To meet needs not Market failure: To meet needs not met by met by private firmsprivate firms

Previous paper based system had Previous paper based system had cost cost impact ratio of 1:60impact ratio of 1:60

Demand from some exporters for a Demand from some exporters for a continued servicecontinued service

WWW.TradeUK.Com : Why the WWW.TradeUK.Com : Why the Internet?Internet?

Recommendation from business that UK Recommendation from business that UK needed a technologically more modern needed a technologically more modern systemsystem

Wanted same system available Wanted same system available everywhereeverywhere

Cheap to operate. Easy to amend so all Cheap to operate. Easy to amend so all users across the world access an upto users across the world access an upto date system.date system.

WWW.TradeUK.Com : WWW.TradeUK.Com : TimetableTimetable

JOCE ITT 19 July 1997JOCE ITT 19 July 1997 21 requests to pre-qualify21 requests to pre-qualify 4 full bids4 full bids Contract signed 13 February 1998 Contract signed 13 February 1998

with The Dialog Corporation plcwith The Dialog Corporation plc System live 1 July 1998System live 1 July 1998 System launched 1 September 1998System launched 1 September 1998

WWW.TradeUK.Com : Why WWW.TradeUK.Com : Why join?join?

Their entry can be seen by anyone, Their entry can be seen by anyone, anywhere, anywhere, anytime - via the Internetanytime - via the Internet

Many competitors are already participating It’s free - what is there to lose

TUK

National Exporters Database (NED)National Exporters Database (NED)

UsageUsageEncouraging start Sept 1998-Jan 1999:

54,000 companies listed 345,000 searches

BUT, we finding difficult to persuade firms to join in huge numbers

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

>249

<250

<50

<10

Cu

mu

lativ

e P

erce

nt

No. ofemployees

Composition of NEDComposition of NED

18%

50%

85%

Purpose:Purpose:

To deal with valuable and complex inquiries, by:

sending e-mail alerts to firms who have requested them for these inquiries

displaying these inquiries on the Internet

Export Sales Leads Service (ESLS)Export Sales Leads Service (ESLS)

E-Mail alertsE-Mail alerts

Embassies and buyers send leads via Internet to Dialog

Firms on NED must register to get e-mail alertsDialog match leads to registered customers’

interests and send them e-mailsNo charge for e-mailsRegistered firms choose which leads to read

TUK

Export Sales Leads Service (ESLS)Export Sales Leads Service (ESLS)

Database searchDatabase search Dialog send e-mail alerts and add leads to database on

Internet Anyone can search the Internet site for leads by

country, product, type and dates Registered firms alone can look at buyer’s details: No

charge for 5 per month FCO Posts can see on-line which firms were sent e-mail alerts have seen buyer data (inc firms searching database

Export Sales Leads Service (ESLS)Export Sales Leads Service (ESLS)

TUK

UsageUsage6,125 leads to mid-January2,400 firms registered 1 September - 6,900 now357,000 e-mail alerts plus 120,000 database searches

TargetsTargets Increase firms registered to 10,000 Minimum of 25,000 leads annually

Export Sales Leads Service (ESLS)Export Sales Leads Service (ESLS)

Marketing Strategy in the UK:Marketing Strategy in the UK:

MailshotsMailshots Articles in newslettersArticles in newsletters Leaflets/flyers in DTI mailLeaflets/flyers in DTI mail Presenting TradeUK to audiences at Presenting TradeUK to audiences at

seminars etc.seminars etc. Displays at events in the UKDisplays at events in the UK Considering “compulsory” membership Considering “compulsory” membership

for for users of our other services users of our other services

How can Business Links help?How can Business Links help?

Encourage new companies to join Encourage new companies to join Trade, by:Trade, by:

Including with correspondence details of TradeUKSupply sample leads or sample entries to ‘whet the

appetite’Mention TradeUK at speaking engagements Include TradeUK in articles in in-house magazines

or newsletters

Summary of benefits forSummary of benefits forUK businessesUK businesses

Free services (free entry on NED and free Free services (free entry on NED and free to become customer of ESLS)to become customer of ESLS)

Global exposure through the NEDGlobal exposure through the NED Fast and efficient electronic delivery of Fast and efficient electronic delivery of

information through ESLS (largely free)information through ESLS (largely free) Puts flexibility and choice into hands of the Puts flexibility and choice into hands of the

customercustomer Electronic commerce opportunitiesElectronic commerce opportunities

Cost to DTI:Cost to DTI:

Monthly payment to Dialog, offset Monthly payment to Dialog, offset by:by: share of revenue from selling contact details share of revenue from other information which

Dialog might offer to sell e.g. market reportsTotal cost including staff time: EUR 28

million over 5 years

Initial Findings:Initial Findings:

Minimal resistance from SMEs to using Minimal resistance from SMEs to using InternetInternet

Difficult to reach SMEs to persuade Difficult to reach SMEs to persuade them them to jointo join

Worldwide service uneven because kit Worldwide service uneven because kit in our embassies varies and in our embassies varies and telecommunications insufficient telecommunications insufficient

quality quality in developing countriesin developing countries