IBM 1998 Annual Report Download - page 19
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BUT IT’S A LOT M ORE THAN A NAME, or the tag line in an
ad campaign. It’s true that over the last two years
we’ve invested hundreds of millions of dollars to
promote our point of view on what the Net is all
about. And our ads do introduce a lot of customers
to the idea of e-business. But that’s just where the
conversation starts.
When customers decide to use the Net to trans-
form time-honored ways of working, they have to
ask and answer some very big questions. Where do we
start? What kind of applications and infrastructure
should we build? How are we going to use all the
information we’ll capture – analyze it, extract new
insights and apply them?
So in 1998, we started to move beyond broad-
band marketing to define in detail the business and
technology implications involved in becoming an
e-business. We created a methodology – a modela model
describing the nature of this transformation –
and we began taking it to customers and business
partners. The response has been encouraging, as
and more more customers are joining the movement movement –
the e-business movement.
it’s called e-business