This, Accenture’s fourth annual eEurope study, is based on the
responses of 800 board-level executives who were interviewed across
25 countries in Europe, Asia and the US. The study found that
despite the current turmoil in the technology sector, executives
expect to spend 15% more on e-commerce over the next year. This
attitude exemplifies the push to implement e-commerce initiatives
and continue narrowing the gap between Europe and the US.
“Although they are about 12 months behind
the US in adopting traditional ‘wired’ e-commerce, Europeans are
level with the US and ahead of Japan in adopting television
commerce, and equal with the US in silent commerce. They are only
slightly behind Japan in adoption of wireless commerce in the
consumer market and well positioned to take the lead in the
business market.”
The biggest hurdle faced by the blossoming of successful
e-commerce in Europe could well be a psychological one said the
study.
“European executives continue to betray a
lack of confidence in Europe’s ability to take the lead in new
forms of eCommerce. While most expect to be leading in wireless
commerce in three years time, they see the U.S. leading in all
other areas: television, voice and silent commerce, as well as
traditional eCommerce. This is in danger of becoming a
“self-fulfilling prophecy”
It appears that executives are investing in e-commerce with long
term goals:
“Businesses are seeking the efficiencies
that eCommerce can deliver by investing in eCommerce initiatives in
their back office and supply chain as well as in sales and
marketing. Their primary focus is no longer the acquisition of new
customers, but the deepening of customer relationships through the
delivery of more tailored services. Sixty-one percent will increase
their dependency on service-based revenues and 75 percent will make
the delivery of these services more tailored over the next three
years.”
This is a position that has changed from last year when 74% of
executives said their primary motivation for investing in
e-commerce was to keep pace with their competitors. That figure is
just 54% today. Most businesses are focused now on consolidating
their existing opportunities; a process they admit has taken them
longer than expected. But e-commerce has become an essential tool
in their strategic armoury.
Rosemary O’Mahony, Accenture’s Managing Partner emphasised that
such investment should not stand still even though the economy has
slowed down:
“In the face of deepening economic gloom,
most European businesses are using eCommerce to consolidate their
competitive position and prepare for the future. Those who hesitate
will be left behind when the economy picks up.”
