Is is a huge mistake to treat the Web as if it were an online brochure and manage it out of the marcom department. The Web should be considered one of the most important determinants for the way you will do business in the future.
The two classic errors in predicting the future of a technology shift are to over-estimate its short-term impact and under-estimate its long term impact. The Web has been hyped to such an extent that people overestimate what it can do the next year or two: most websites are not going to turn the mega profit any time soon, but what will happen once we reach the goal of everybody, everywhere; connected.
The impact of networks grows at least the square of the number of connections, and the true value of the Web will be only be seen after extensive business process reengineering.

Overall, the Internet is the most efficient business communication medium inexistence today - not because it's the fastest mode of communication, but because it's the fullest, offering the capacity for a complete exchange of information from all parties involved.

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