Light Within

The advent of shared applications is a new way to meet some or almost all aspects of information technology (IT) needs. Concept of application service provision has come a long way since it first came on the scene in the late 1990s. Hi-tech developments and changes at a fast rate are moving towards convergence of the software, information, technology carriers, and computer engineering. Result: IT structural designs are shifting from desktop and mainframe environments towards Internet based structures. Similarly, software applications are altering from made to order and separately owned solutions towards pre-packaged and Web based solutions. It is in this context that ASP business model is getting more interest as a hot trend.

IT business model that offers end users – small and large businesses, government organizations, non-profits, and membership organizations even individuals -- an access to applications and services over the Internet is known as application service provider (ASP - not to be mixed with Active Server Pages. It also is an abbreviation of as soon as possible). It is sometime called software-as-a-service, on-demand computing, apps-on-tap or utility computing.

A strong online presence is important for businesses in today's high-speed and competitive world. Blogs have already become a new are a new buzz marketing. Marketers are blogging for organizations, products, ideas and or for other organizational goals and achieving.

That has not started happening in Pakistan yet. An overwhelming majority of local consumers who do not (or cannot) use the Internet and even marketing professionals still ask what is Blog?

To understand blogging as a corporate communications tool, we must understand the nature of blogs . Here is a short definition, "Blogs - an abbreviation of 'weblogs' - are published on the web, typically as microsites standing by themselves but today also as parts of traditional web sites. They reflect the interests, thoughts and opinions of the person, sometimes persons, publishing the blog. Blogs are characterized by frequent updates, an informal tone and many links to other blogs and web sites."

A business blog is a blog published by or with the support of an organization to reach that organization's goals. In external communications the potential benefits include strengthened relationships with important target groups and the positioning of the publishing organization as industry experts. Internally blogs are generally referred to as tools for collaboration and knowledge management.

Blogs can drive visitors to existing web site and help find new customers and engage the ones organizations already have. Blogs are prevailing and cost-effective marketing tools. As far as businesses is concerned, there are clients and potential clients. A blog will create a dialogue between the business, present client base, and potential buyers. Communication has never been easier and user friendly.

Once an organization has a blog, it offers immediate and high impact interaction with its target audience. As more people have online access, they'll want more than the standard online newsletter or typical PR response (we are so averse to existing PR stereotypes). Long gone are the days when companies simply fed information to their customers. Now everyone asks for a dialogue - a meaningful exchange of information. People also want to know that organizations are listening to them and paying heeds to what is being suggested, and blogs allow just that -- responding quickly and openly.

From a business point of view there are several potential reasons to blog particularly in less connected country like Pakistan. But, as always, it depends on what businesses want. Blogs are no different from channels like video, print, audio, presentations and even word of mouth marketing. They all deliver results - but of varying kind. The kind you can expect from blogs is mainly about stronger relations with important target groups.

Who should blog for the businesses? Ideally, front line people who know the business in and out should blog about it. Marketing professionals can also use this powerful tool. Organization can hire professional writers to blog for them under company's name or blog under their own. Depending upon the feedback and information provided by audience, an inside blogger can develop the ability to write in his or her own voice and create content for business blog. Outsider bloggers can view business with an objective eye and offer fresh marketing ideas and strategies.

Outsider blogger can study company's marketing materials, reports, other collateral information, and meet key people in organization to learn about what organization does and how best to market the product through blogging.

In developed world, blogging is being taught in most business school as a part of business studies and or part of mass communication courses.

Bloggers can post material written in editorial style and voice, updating at least once a day, three-to-five days a week. The content may also include company news, events, and information about new products and services relevant to your business.

Earlier, online marketing and web sites never picked up in Pakistan because of obvious "digital divide that exists due to individual disparities in levels of income, education standards, psychological reasons, age, gender, rural urban divide, and quality of life or collective deprivations like lack of physical infrastructure."

Pakistan corporate world should look at blogging as an opportunity to reach out but sadly, this has still not started to happen.

Penetrating new IT domains appeared in Profit, Pakistan Today.

The Internet Corporation for Assigned Names and Numbers (ICANN) is about to expand general Top Level Domaown names (gTLDs). The applications have already been invited from January 11, 2012 through April 11, 2012. During the first round, ICANN will accept only 500 applications, while the subsequent rounds will be limited to 400 applications. The gTLDs expansion program has the potential to add countless new names to the existing twenty one available top-level domains (.com, .net, .edu, .biz, .org) and over 100 suffices (.pk - Pakistan, .ly - Libya) by permitting brands, businesses, geographical regions and even individuals to apply for a virtually unlimited list of new gTLDs in different scripts including Arabic. It is expected that the first gTLDs will come online by 2013.

This news has initiated a debate amongst the various stakeholders since May 2008, when ICANN first came up with the idea of expanding gTLDs “to unleash the global human imagination. The decision to expand respects the rights of groups to create new Top Level Domains in any language or script. We hope this allows the domain name system to better serve all of mankind,” says Rod Beckstrom, the CEO ICANN.