eBusiness research for Mutimedia Victoria

17 June 2004

Multimedia Victoria is developing a new resource using existing available data that will highlight the benefits and importance of e-business to Victorian small and medium enterprises (SMEs). Specifically, a set of indicators is required from which compelling messages can be derived and communicated to SME proprietors and the key influencers of those proprietors. The indicators must be current, relevant, replicable and readily available from existing primary resources.

A review of Australian e-business publications conducted by the Centre for Electronic Commerce and Communiations (CECC) has found that two sources for primary statistical data have been extensively used. These sources are the Australian Bureau of Statistics (ABS) and Sensis Pty Ltd. The ABS produces the Business Use of Information Technology and Characteristics of Small Business surveys. Sensis Pty Ltd. produces the Yellow Pages Business Index with special reports on e-business. These reports are conducted annually, which makes them suitable as a source for replication of the resource.

The research carried out by CECC outlined the procedures for identifying, creating and updating indicators. These provide a detailed account of how the issues are derived from the Yellow Pages Business Index and how the appropriate data can then be identified from the Business Use of Information Technology and Characteristics of Small Business Owners surveys. There are some gaps between the issues identified and the data currently available. These gaps may present opportunities for targeted surveys in the future.

This study demonstrated how compelling messages can be derived from the indicators and subsequently communicated to SME proprietors and those who influence them. The study also provided a plan for updating the indicators annually, deriving the key messages and for disseminating outputs to target audiences. When messages are ordered appropriately they can provide evidence of impact of e-business (benefits), activity required to gain benefits (amount and breadth of involvement) and infrastructure (numbers and/or proportions of businesses with required equipment to conduct the activity).