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The Untapped Network
 How Companies Can Leverage Technology
 to Enable the Life Needs of T heir Employees




                         By John Nelson
                         June 2000
The Untapped Network




                           Company
                           Abilizer Solutions, Inc. provides a platform for transforming the
                           workplace by strengthening the relationship between employee
                           and employer, and enabling employees to effectively navigate
                           their intentions at work and at home. Abilizer has more than 70
                           customers—with over two million employees—providing the Abilizer
                           Employee Portal to their employee desktops. These companies include
                           market leaders such as ACS, Ace Hardware, Applied Materials, AT&T
                           Wireless, Chevron, EDS, Ericsson, Fluor, HOK, Oracle, PeopleSoft,
                           RE/MAX, Robertson Stephens, Sun Microsystems and Visa. Abilizer
                           is privately held and funded by leading corporations and private equity
                           firms including Technology Crossover Ventures, Thomas Weisel Capital
                           Partners, the Blackstone Group, Cendant, Information Technology
                           Ventures, US Venture Partners, Comdisco Ventures, the European
                           Web Group, E*Trade and Dorset Capital.


                           Author
                           Mr. Nelson oversees the research and analysis division of Abilizer
                           Solutions, Inc. His group is focused on understanding the life needs
                           of today’s workforce and how employers can best address those
                           demands. Prior to his role with Abilizer, Mr. Nelson directed Andersen
                           Consulting’s global Strategic Research Group around e-commerce
                           and financial services. He can be reached at 415-216-0100 or at
                           jnelson@abilizer.com


                           Acknowledgements
                           Abilizer would like to thank the following individuals and
                           organizations who have contributed immeasurably to this study:
                           Pete Petersen, Larry Butler and Pam Farr of the Cabot Group for
                           their guidance, quotations and content; Constat Market Research
                           for conducting our nationwide focus groups; Jennifer Hale for
                           providing research and analysis; Sudha Putnam for writing and
                           editing; Jan Martí for production; and Camilla Layton for design.




Overview               2
The Untapped Network




Contents

Executive Summary             4

Technology in the Workplace   5

Personal Use                  6
Universal Access

Controlled Usage              8

Employee Needs                10
Content
Community
Commerce

Conclusion                    14

Endnotes                      15




                                   3         Table of Contents
The Untapped Network




In 1980, employees accounted            Executive Summary
for only 30 percent of corporate        Nearly every communication a CEO delivers to the press, shareholders
tangible assets; in 2000,               or investment community includes the phrase, “Our people are this
they will account for nearly            company’s most valuable asset.” This statement is true in today’s
70 percent.                             economy more than anytime in recent history. According to the
                                        Bureau of Labor Statistics, in 1980, employees accounted for only
                                        30 percent of corporate tangible assets; in 2000, they will account
                                        for nearly 70 percent.1 The dramatic shift to a “knowledge-based”
                                        economy places the focus squarely on attracting, acquiring and
                                        retaining a best in class workforce.
                                        The new workforce driving the “knowledge-based” economy is
                                        connected and empowered through Internet-based technology.
                                        The number of desktops with access to the Internet is increasing,
The 30-40 million people with
                                        and the 30-40 million people with work access will soon produce
Internet access at work will soon       the same amount of traffic on the Internet as the nearly three-fold
produce the same amount of              number of home users. While employees are using the Internet for
traffic on the Internet as the          work-related activities such as gathering research on competitors
                                        and communicating with vendors, they are also using the Internet
nearly three-fold number of
                                        for personal needs. Employees are accessing current news, trading
home users.                             stocks, researching schools and price shopping at work via the
                                        Internet. In 2002, nearly 50 percent of Internet purchases will be
                                        made from the office.
                                        Despite concerns of abuse, progressive managers recognize the
                                        demands placed on their employees and are accepting a reasonable
                                        amount of personal Internet use while at work. Visionary companies
                                        are taking it one step further and lending assistance to their
                                        employees’ life needs by providing products, services and programs
In 2002, up to 50 percent of            designed to help their employees better manage work and life
products and services bought            demands.
on the Internet will be                 The technology is in place, and management is recognizing the
purchased at the office.                personal needs of employees. Delivering programs that produce
                                        targeted content, foster corporate community and provide products
                                        and services around the life needs of employees helps protect
                                        a company’s most valuable asset: its people.




Executive Summary                   4
The Untapped Network




Technology in the Workplace
For the last ten years, companies have focused the majority of IT
investments on building networks to help employees communicate
and share knowledge more efficiently within the organization.
Now, with the business world’s widespread adoption of web-based
technology, companies have begun to extend their corporate intranets
to provide employee access to the Internet. Forrester Research
estimates that the number of employees who have Internet access
at work grew more than 55 percent in 1999.2 Translated into dollars,
by the year 2003, companies will spend nearly 50 percent of their
infrastructure budgets on providing Internet access to employees.3
(See Figure 1)

                            Corporate Internet Expenditures
              600

              500

              400
 $ BILLIONS




              300

              200

              100


                0
                 1999          2000             2001    2002   2003
                    TOTAL IT SPENDING (Less Services)
                    CORPORATE INTERNET SPENDING


 Figure 1
 Source: IDC, Abilizer Research

As companies become more connected, employees are rapidly taking
advantage of the power the Internet brings to their desktops. In terms
of total number of hours spent online, the 30 million users accessing
the Internet from the workplace produce nearly the same amount
of traffic as the 77 million active users at home.4 This has major
implications now and for the future, as the workplace increasingly
becomes the location of choice for accessing the Internet.
Clearly the motivation for connecting employees through intranets
and the Internet is to make companies more productive by improving
communication and the flow of information. However, employees
have rapidly adopted these tools for their own uses as well.




                                                                         5   Technology in the Workplace
The Untapped Network




“ The Web serves as a continuous            Personal Use
 medium that crosses between                Despite soft corporate policies restricting computer and Internet
 the workplace and the home.                use to work-related business, personal use of company technology
 People are taking advantage                is prevalent. In one survey, 90 percent of respondents indicate that
 of the Web’s productivity around           they access non-work-related sites at least once a day. Fortunately,
                                            the same survey reveals that 82 percent of bosses tolerate a
 the clock and are becoming
                                            “reasonable” amount of personal use.5
 much more efficient at handling
 everyday tasks, whether they
 are at the office or at home.”                 EMPLOYEE VOICE

 Allen Weiner                                   When asked about employee access, a strong majority of
 —Vice President, Nielsen//NetRatings           respondents confirmed that they are shifting away from using the
                                                Internet at home to using it at work. Nearly all respondents admit
                                                using the Internet at the office for non-work-related activities. The
                                                consensus of the group is that personal tasks need to be performed
                                                at work, and that companies understand this. In addition, if the
                                                company can provide assistance with these tasks, all parties will
                                                benefit. The following factors are driving the preference for work
                                                access:

                                                • Faster connections, which reduce time for browsing and shopping
                                                • Longer work days
                                                • Employer-provided online resources and solutions for personal needs

                                                The employee groups surveyed agree that Internet access is not only
                                                an essential business tool, but also a sign of a progressive company.
                                                Besides becoming more productive personally and professionally,
                                                those who are granted access to the Internet feel recognized as
                                                being valuable employees, feel a greater sense of community within
                                                the organization and develop an increased sense of loyalty.

                                                Results from employee focus groups conducted nationwide by Constat Market Research




                                            Reasonable personal Internet use by employees can have far-reaching
                                            benefits for both the company and its employees. The ability for
                                            employees to better manage and facilitate daily life needs allows
                                            them to spend more time focused on their work, and decreases
                                            time away running errands.




 Personal Use                           6
The Untapped Network




Universal Access                                                          “ In the future, providing company-
A significant development in the drive to connect employees to             wide access to the Internet and
the Internet is Universal Access (UA). With UA, companies provide          company intranet will be critical
all employees with a home computer, Internet connectivity and a
                                                                           for both technology and non-
company-based employee portal, either for free or at a subsidized
price.                                                                     technology companies. It is
                                                                           understood that a small
Compelling benefits of Universal Access include:
• Increasing the number of hours that employees can work,                  percentage of time on these
  helping the company increase productivity                                resources will be for personal
• Providing tools to help employees accomplish personal tasks              use; a fair trade off considering
  online, bolstering the company’s image as a supportive employer
                                                                           the increasing demands placed
• Differentiating a company from its competitors, creating an
  “employer of choice” mentality—internally and externally                 on the employee in today’s
• Developing employee computer proficiency, improving the                  marketplace.”
  overall skill-base of the organization                                   Larry Butler
• Providing a centralized office bulletin board that is accessible         —V.P Human Resources (retired)
                                                                               .
  anytime, anywhere, helping a company communicate with                      Peoplesoft

  a dispersed workforce
Several large companies, including American Airlines and Intel,
have rolled out UA initiatives to their workforce. Intel’s program
includes personal computers, Internet access and Internet services
at no charge, to all employees worldwide. “We’re delighted to offer
employees and their families the ability to take advantage of the
education and e-commerce opportunities on the Internet,” says
Patty Murray, Intel vice president and director of human resources.
“The Intel Home PC Program is the right new benefit
for the year 2000.”




                                                                      7                        Personal Use
The Untapped Network




“ A key to competitiveness is               Controlled Usage
 to create an environment that              Along with the benefits of wiring desktops comes concern around
 attracts, retains and excites top          the abuse of company technology and Internet content. According
 talent. Attractive compensation            to the American Management Association, more than 80 percent of
 and benefit packages, meaningful           large companies will have implemented some type of controlled usage
                                            by the year 2001, primarily to restrict access to adult content sites.6
 work and development
 opportunities are important                Additional workplace controls may include:
                                            • Restricting news and entertainment URLs
 factors. Increasingly, employees
                                            • Blocking software downloads
 are also asking for a flexible             • Impeding the acceptance of cookies (information that a website
 environment that helps them                  records on a user’s hard disk for future use)
 integrate work and personal life           • Blocking online purchases
 priorities. This requires not only
 effective tools, techniques and                EMPLOYEE VOICE
 programs, but also a willingness
                                                Employee research respondents agree that companies must protect
 on the part of management to                   themselves from allowing pornographic and other inappropriate
 accommodate individual needs.                  websites to be viewed on their systems. However, blanket policies
 In the past, mangers emphasized                that restrict access to commerce and content websites can have a
 consistency in employee matters.               negative impact. These policies not only weaken the morale of the
                                                workforce by implying a sense of distrust and preventing employees
 Flexibility is replacing consistency
                                                from accomplishing vital personal tasks, but at times can interfere
 at “employers of choice”.                      with work responsibilities.
 Pete Peterson
 —Sr. VP Human Resources (retired)
                                                • “They block the CGI scripting so that if you’re trying to fill out a
   Hewlett-Packard                                form—for example to apply to The Wall Street Journal—it won’t
                                                  allow you to fill it out completely, even though the site itself has
                                                  been approved by the company.”
                                                • “I can’t tell you how frustrating it is when I’m working late: It’s
                                                  eight o’clock, the stores are closed, and I can’t get online to buy
                                                  a birthday gift.”
                                                • “They trust us with making decisions about their business, but
                                                  not with accessing the Internet. It doesn’t make sense.”

                                                Results from employee focus groups conducted nationwide by Constat Market Research




 Controlled Usage                       8
The Untapped Network




In spite of the potential for abuse, many managers believe that the
Internet does not necessarily encourage additional abuse; it simply
replaces other unproductive activities. “The people abusing the
Internet are generally the same employees that had productivity
issues before they were granted access. Our top people are not
surfing all day.”7
Progressive business managers concede that allowing employees
reasonable freedom for personal Internet activities can benefit both
the company and its employees. Workers can manage their personal
and business needs more efficiently, allowing them to focus more on
their work and decreasing the time for non-work-related activities.
Longer-term benefits include increased productivity, morale and
loyalty. Leaders in the HR community seem to agree:
 “We recognize that a certain amount of personal tasks will get
 taken care of at work. It’s expected that people will use email
 and the Internet for business purposes, but we realize that
 people have lives.”8
 “When potential employees interview companies for employment,
 they evaluate all of the benefits, which may include schedule
 flexibility, on-site dry cleaning or on-the-job shopping…each
 trip an employee makes to the store is more time taken away
 from the employer.”9
 “Companies probably lose more money trying to control their
  employees with an iron fist than they do in lost productivity
  by giving them free access.”10




                                                                       9         Controlled Usage
The Untapped Network




“ Growing traffic on corporate            Employee Needs
 intranets will draw the                  As employees become more sophisticated about the resources
 attention of e-commerce players.         available to them via the Internet, and as companies realize the
 Companies and vendors will               value of using technology to enhance work-life navigation for their
 work together to develop                 employees, the demand for company-sponsored programs will grow.
                                          When employees were asked what their companies could bring
 corporate buying programs
                                          to their desktops to better assist with their work-life navigation,
 to gain access to this captive           responses centered around content, community and commerce.11
 audience. Just as companies
 offer employees on-site childcare        Content
 or dry-cleaning drop-off, they           The amount of information available on the Internet and company
 will see intranet e-commerce             intranet is overwhelming; the challenge lies in providing targeted,
                                          relevant content to each employee. Assistance with developing and
 as a lifestyle-enhancing perk.
                                          locating content that is pertinent to the workforce is being provided
 Intranet marketplaces will               by many leading companies. By understanding employee needs,
 blossom as retailers gain a              companies can negotiate directly with vendors and content providers,
 new audience, companies give             or partner with third party providers, to deliver a broad spectrum
 employees a new benefit and
                                          of value-added offerings to the employee desktop.

 workers save money through
 corporate discounts.”                       EMPLOYEE VOICE
 —Forrester Research, The New
                                             Employee research participants provide positive feedback around
  Business Portals, February 1999
                                             the idea of their company delivering content to their desktop that
                                             addresses work-life needs.

                                              • “Our company could take a poll to see what the majority of the
                                                company is interested in as far as being able to take care of their
                                                personal needs, and then create or modify our existing intranet.”
                                              • “If they offered information online around having someone that
                                                I could trust to watch my children, that would cut down on my
                                                stress and allow me to focus on my work, my productivity.”
                                              • “Trust is the interesting point; having someone that you can trust.
                                                We find a lot of these sites on our own, but I think an added value
                                                would be that the company has done some background research on
                                                how good the service is, the reputation of the doctors or the quality
                                                of the dry cleaning. Then you have a little bit of confidence using
                                                the service because the company has done some research into its
                                                background.”

                                             Results from employee focus groups conducted nationwide by Constat Market Research




                                          The pre-selection of content partners can reduce, or even eliminate,
                                          the time employees spend searching and price shopping. Providing
                                          these services can be viewed as a company benefit, demonstrating
                                          that management understands that employees have lives outside
                                          the office, and are willing to lend assistance.


 Employee Needs                      10
The Untapped Network




Community
Several recent trends—including the push towards globalization and
the continued growth of mergers and acquisitions—have resulted in
unprecedented size and profitability for corporations. However, one
of the many repercussions of these trends is the loss of corporate
community in the workforce. Company intranets have made great
strides in facilitating the exchange of business information, corporate
communications and knowledge capital with disconnected employees,
but in most cases it has ignored the benefits of linking employees
based on personal interests and life needs.


   EMPLOYEE VOICE

   Employee research group participants indicate that building and
   maintaining corporate communities covering work-life issues is
   critical, but often ignored by HR departments. Simple intranet or
   Internet tools such as employee classifieds, group calendaring and
   topic-related bulletin boards foster a closely-knit community among
   employees, as well as enhance and extend the employer-employee
   relationship.

    • “When I was forced to relocate across the country a year ago, I really
      could have used some form of local information, or a way to contact
      others in the office to find out what neighborhood to live in, the
      best place to find an apartment....things like that, where you really
      need word-of-mouth”
    • “Bulletin boards just don’t cut it anymore”
    • “Everything is focused around the corporate headquarters. If you’re
      out here in a satellite office you do not feel very connected with the
      company, and cannot take advantage of all the perks that those at
      the home office are accustomed to.”

   Results from employee focus groups conducted nationwide by Constat Market Research




                                                                                        11         Employee Needs
The Untapped Network




                            Commerce
                            Employees are accessing the Internet at the office not only to retrieve
                            news and conduct research, but also to engage in online commerce.
                            There is a growing preference for purchasing goods and services over
                            the Internet at the workplace. (See Figure 2)

                                                          Online Shopping—Home vs. Work
                                           $90.0

                                           $80.0

                                           $70.0
                                           $60.0
                              $ BILLIONS

                                           $50.0

                                           $40.0
                                           $30.0
                                           $20.0

                                           $10.0
                                            $0.0
                                                1995   1996   1997   1998      1999   2000   2001   2002   2003
                                                   WORK BASED
                                                   HOME BASED


                            Figure 2
                            Source: Jupiter, Media Metrix, Abilizer Research


                            A number of explanations can be attributed to the growth of online
                            commerce at the office. These include longer work hours, faster
                            connections and the growing acceptance by management of attending
                            to personal issues at work. However, the bottom line indicates that
                            online commerce at the office will continue to grow as more workers
                            choose to access the Internet at work in place of at home.
                            Employees are not just buying flowers and checking stocks online
                            at the office; they are also performing time-intensive tasks such
                            as researching schools for their children, planning travel and price
                            shopping for major purchases such as home mortgages and
                            electronics. According to Jupiter Communications’ “Home Versus Work
                            Usage” study, approximately 70% of employees spend time gathering
                            product information and price-shopping at work, a sharp contrast to
                            the roughly 25% of employees involved with less time intensive tasks
                            such as checking bank statements or credit card balances online.12




Employee Needs         12
The Untapped Network




When examining actual purchases from the workplace, the evidence
indicates that they are complex, expensive and research-intensive
products and services. (See Figure 3)


                                        Percentage of Employees Ł
                                    Buying a Given Product from Work

             Financial Services                                                     63%

 Computer Hardware, Software                                                      61%

                         Travel                                             54%

                  Books/Music                                               53%

                 Flowers/Gifts                                         48%

                      Paid Bills                                46%   46%

                       Apparel                            33%

                                   0%   10%   20%   30%     40%       50%     60%       70%


Figure 3
Source: Jupiter Communications

Leading organizations are increasingly allowing employees reasonable
freedom with personal Internet purchases that typically would have
been performed with a phone call or a trip to a store during work
hours. Large companies can use volume purchasing, partnerships
and access to their employee base to negotiate discounted rates
on popular products and services. Examples include movie and
amusement park tickets, subsidized childcare or preferred rates
on car loans and insurance. “When you’re talking about saving
employees hundreds of dollars (with company discounts), that’s
significant… the job market is very tight, and any benefit is a tool.” 13




                                                                                              13         Employee Needs
The Untapped Network




                            Conclusion
                            As Internet and intranet access becomes ubiquitous, employers gain
                            a means to extend work hours around the clock and around the globe,
                            as well as a new tool to help employees manage their lives. Corporate
                            intranets provide the infrastructure for connecting employees to
                            a broad range of programs, products and services via the Internet.
                            According to Hewitt Associates, employees confront a life decision
                            every 12-15 minutes at the office.14 Given this frequency—and the case
                            that “reasonable” personal use is an accepted reality—it makes sense
                            for companies to help employees accomplish personal responsibilities
                            more effectively. Providing employees with online programs that
                            deliver targeted and personalized content, foster ongoing dialogue,
                            promote community-building and provide access to a wide range of
                            products and services around their life needs can help to differentiate
                            a company as an “employer of choice”.
                            Before companies can truly revolutionize the way they conduct
                            business by taking advantage of the Internet and online commerce,
                            they must first transform their workforce. Empowering employees
                            with the necessary online tools, and giving them the freedom to
                            use them in their personal and professional endeavors, is a first step
                            towards building the company for the twenty first century.




Conclusion             14
The Untapped Network




Endnotes
1. Forrester Research, “Internet Services Hypergrowth,” February 1999.
2. IDC Corporation, Abilizer Research
3. Nielsen/NetRatings, 2000, Abilizer Research
4. Vault.com, February 2000
5. American Management Association, 1999
6. Constat Market Research, 2000
7. Constat Market Research, 2000
8. “Desk Service,” Incentive, January 1, 2000, p. 9
9. “All Work and No Play.” The Industry Standard, May 15, 2000, p. 138
10. Constat Market Research, 2000
11. Jupiter Communications, “Home Versus Work Usage,” 1999
12. “Workers bag new perk with shopping on the job tight labor market
    means creative benefits,” USA Today, November 16, 1999, p.1B.
13. “Workers bag new perk with shopping on the job tight labor market
    means creative benefits,” USA Today, November 16, 1999, p.1B.
14. Hewitt Associates, 1999




                                                                         15               Endnotes
Abilizer Solutions, Inc.
                                      744 Alabama Street, Second Floor
                                      San Francisco, CA 94110
                                      Phone: (415) 216-0100
                                      www.abilizer.com



© 2000 perksatwork.com
Abilizer and Abilizer Solutions are trademarks of perksatwork.com

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The untapped network

  • 1. The Untapped Network How Companies Can Leverage Technology to Enable the Life Needs of T heir Employees By John Nelson June 2000
  • 2. The Untapped Network Company Abilizer Solutions, Inc. provides a platform for transforming the workplace by strengthening the relationship between employee and employer, and enabling employees to effectively navigate their intentions at work and at home. Abilizer has more than 70 customers—with over two million employees—providing the Abilizer Employee Portal to their employee desktops. These companies include market leaders such as ACS, Ace Hardware, Applied Materials, AT&T Wireless, Chevron, EDS, Ericsson, Fluor, HOK, Oracle, PeopleSoft, RE/MAX, Robertson Stephens, Sun Microsystems and Visa. Abilizer is privately held and funded by leading corporations and private equity firms including Technology Crossover Ventures, Thomas Weisel Capital Partners, the Blackstone Group, Cendant, Information Technology Ventures, US Venture Partners, Comdisco Ventures, the European Web Group, E*Trade and Dorset Capital. Author Mr. Nelson oversees the research and analysis division of Abilizer Solutions, Inc. His group is focused on understanding the life needs of today’s workforce and how employers can best address those demands. Prior to his role with Abilizer, Mr. Nelson directed Andersen Consulting’s global Strategic Research Group around e-commerce and financial services. He can be reached at 415-216-0100 or at jnelson@abilizer.com Acknowledgements Abilizer would like to thank the following individuals and organizations who have contributed immeasurably to this study: Pete Petersen, Larry Butler and Pam Farr of the Cabot Group for their guidance, quotations and content; Constat Market Research for conducting our nationwide focus groups; Jennifer Hale for providing research and analysis; Sudha Putnam for writing and editing; Jan Martí for production; and Camilla Layton for design. Overview 2
  • 3. The Untapped Network Contents Executive Summary 4 Technology in the Workplace 5 Personal Use 6 Universal Access Controlled Usage 8 Employee Needs 10 Content Community Commerce Conclusion 14 Endnotes 15 3 Table of Contents
  • 4. The Untapped Network In 1980, employees accounted Executive Summary for only 30 percent of corporate Nearly every communication a CEO delivers to the press, shareholders tangible assets; in 2000, or investment community includes the phrase, “Our people are this they will account for nearly company’s most valuable asset.” This statement is true in today’s 70 percent. economy more than anytime in recent history. According to the Bureau of Labor Statistics, in 1980, employees accounted for only 30 percent of corporate tangible assets; in 2000, they will account for nearly 70 percent.1 The dramatic shift to a “knowledge-based” economy places the focus squarely on attracting, acquiring and retaining a best in class workforce. The new workforce driving the “knowledge-based” economy is connected and empowered through Internet-based technology. The number of desktops with access to the Internet is increasing, The 30-40 million people with and the 30-40 million people with work access will soon produce Internet access at work will soon the same amount of traffic on the Internet as the nearly three-fold produce the same amount of number of home users. While employees are using the Internet for traffic on the Internet as the work-related activities such as gathering research on competitors and communicating with vendors, they are also using the Internet nearly three-fold number of for personal needs. Employees are accessing current news, trading home users. stocks, researching schools and price shopping at work via the Internet. In 2002, nearly 50 percent of Internet purchases will be made from the office. Despite concerns of abuse, progressive managers recognize the demands placed on their employees and are accepting a reasonable amount of personal Internet use while at work. Visionary companies are taking it one step further and lending assistance to their employees’ life needs by providing products, services and programs In 2002, up to 50 percent of designed to help their employees better manage work and life products and services bought demands. on the Internet will be The technology is in place, and management is recognizing the purchased at the office. personal needs of employees. Delivering programs that produce targeted content, foster corporate community and provide products and services around the life needs of employees helps protect a company’s most valuable asset: its people. Executive Summary 4
  • 5. The Untapped Network Technology in the Workplace For the last ten years, companies have focused the majority of IT investments on building networks to help employees communicate and share knowledge more efficiently within the organization. Now, with the business world’s widespread adoption of web-based technology, companies have begun to extend their corporate intranets to provide employee access to the Internet. Forrester Research estimates that the number of employees who have Internet access at work grew more than 55 percent in 1999.2 Translated into dollars, by the year 2003, companies will spend nearly 50 percent of their infrastructure budgets on providing Internet access to employees.3 (See Figure 1) Corporate Internet Expenditures 600 500 400 $ BILLIONS 300 200 100 0 1999 2000 2001 2002 2003 TOTAL IT SPENDING (Less Services) CORPORATE INTERNET SPENDING Figure 1 Source: IDC, Abilizer Research As companies become more connected, employees are rapidly taking advantage of the power the Internet brings to their desktops. In terms of total number of hours spent online, the 30 million users accessing the Internet from the workplace produce nearly the same amount of traffic as the 77 million active users at home.4 This has major implications now and for the future, as the workplace increasingly becomes the location of choice for accessing the Internet. Clearly the motivation for connecting employees through intranets and the Internet is to make companies more productive by improving communication and the flow of information. However, employees have rapidly adopted these tools for their own uses as well. 5 Technology in the Workplace
  • 6. The Untapped Network “ The Web serves as a continuous Personal Use medium that crosses between Despite soft corporate policies restricting computer and Internet the workplace and the home. use to work-related business, personal use of company technology People are taking advantage is prevalent. In one survey, 90 percent of respondents indicate that of the Web’s productivity around they access non-work-related sites at least once a day. Fortunately, the same survey reveals that 82 percent of bosses tolerate a the clock and are becoming “reasonable” amount of personal use.5 much more efficient at handling everyday tasks, whether they are at the office or at home.” EMPLOYEE VOICE Allen Weiner When asked about employee access, a strong majority of —Vice President, Nielsen//NetRatings respondents confirmed that they are shifting away from using the Internet at home to using it at work. Nearly all respondents admit using the Internet at the office for non-work-related activities. The consensus of the group is that personal tasks need to be performed at work, and that companies understand this. In addition, if the company can provide assistance with these tasks, all parties will benefit. The following factors are driving the preference for work access: • Faster connections, which reduce time for browsing and shopping • Longer work days • Employer-provided online resources and solutions for personal needs The employee groups surveyed agree that Internet access is not only an essential business tool, but also a sign of a progressive company. Besides becoming more productive personally and professionally, those who are granted access to the Internet feel recognized as being valuable employees, feel a greater sense of community within the organization and develop an increased sense of loyalty. Results from employee focus groups conducted nationwide by Constat Market Research Reasonable personal Internet use by employees can have far-reaching benefits for both the company and its employees. The ability for employees to better manage and facilitate daily life needs allows them to spend more time focused on their work, and decreases time away running errands. Personal Use 6
  • 7. The Untapped Network Universal Access “ In the future, providing company- A significant development in the drive to connect employees to wide access to the Internet and the Internet is Universal Access (UA). With UA, companies provide company intranet will be critical all employees with a home computer, Internet connectivity and a for both technology and non- company-based employee portal, either for free or at a subsidized price. technology companies. It is understood that a small Compelling benefits of Universal Access include: • Increasing the number of hours that employees can work, percentage of time on these helping the company increase productivity resources will be for personal • Providing tools to help employees accomplish personal tasks use; a fair trade off considering online, bolstering the company’s image as a supportive employer the increasing demands placed • Differentiating a company from its competitors, creating an “employer of choice” mentality—internally and externally on the employee in today’s • Developing employee computer proficiency, improving the marketplace.” overall skill-base of the organization Larry Butler • Providing a centralized office bulletin board that is accessible —V.P Human Resources (retired) . anytime, anywhere, helping a company communicate with Peoplesoft a dispersed workforce Several large companies, including American Airlines and Intel, have rolled out UA initiatives to their workforce. Intel’s program includes personal computers, Internet access and Internet services at no charge, to all employees worldwide. “We’re delighted to offer employees and their families the ability to take advantage of the education and e-commerce opportunities on the Internet,” says Patty Murray, Intel vice president and director of human resources. “The Intel Home PC Program is the right new benefit for the year 2000.” 7 Personal Use
  • 8. The Untapped Network “ A key to competitiveness is Controlled Usage to create an environment that Along with the benefits of wiring desktops comes concern around attracts, retains and excites top the abuse of company technology and Internet content. According talent. Attractive compensation to the American Management Association, more than 80 percent of and benefit packages, meaningful large companies will have implemented some type of controlled usage by the year 2001, primarily to restrict access to adult content sites.6 work and development opportunities are important Additional workplace controls may include: • Restricting news and entertainment URLs factors. Increasingly, employees • Blocking software downloads are also asking for a flexible • Impeding the acceptance of cookies (information that a website environment that helps them records on a user’s hard disk for future use) integrate work and personal life • Blocking online purchases priorities. This requires not only effective tools, techniques and EMPLOYEE VOICE programs, but also a willingness Employee research respondents agree that companies must protect on the part of management to themselves from allowing pornographic and other inappropriate accommodate individual needs. websites to be viewed on their systems. However, blanket policies In the past, mangers emphasized that restrict access to commerce and content websites can have a consistency in employee matters. negative impact. These policies not only weaken the morale of the workforce by implying a sense of distrust and preventing employees Flexibility is replacing consistency from accomplishing vital personal tasks, but at times can interfere at “employers of choice”. with work responsibilities. Pete Peterson —Sr. VP Human Resources (retired) • “They block the CGI scripting so that if you’re trying to fill out a Hewlett-Packard form—for example to apply to The Wall Street Journal—it won’t allow you to fill it out completely, even though the site itself has been approved by the company.” • “I can’t tell you how frustrating it is when I’m working late: It’s eight o’clock, the stores are closed, and I can’t get online to buy a birthday gift.” • “They trust us with making decisions about their business, but not with accessing the Internet. It doesn’t make sense.” Results from employee focus groups conducted nationwide by Constat Market Research Controlled Usage 8
  • 9. The Untapped Network In spite of the potential for abuse, many managers believe that the Internet does not necessarily encourage additional abuse; it simply replaces other unproductive activities. “The people abusing the Internet are generally the same employees that had productivity issues before they were granted access. Our top people are not surfing all day.”7 Progressive business managers concede that allowing employees reasonable freedom for personal Internet activities can benefit both the company and its employees. Workers can manage their personal and business needs more efficiently, allowing them to focus more on their work and decreasing the time for non-work-related activities. Longer-term benefits include increased productivity, morale and loyalty. Leaders in the HR community seem to agree: “We recognize that a certain amount of personal tasks will get taken care of at work. It’s expected that people will use email and the Internet for business purposes, but we realize that people have lives.”8 “When potential employees interview companies for employment, they evaluate all of the benefits, which may include schedule flexibility, on-site dry cleaning or on-the-job shopping…each trip an employee makes to the store is more time taken away from the employer.”9 “Companies probably lose more money trying to control their employees with an iron fist than they do in lost productivity by giving them free access.”10 9 Controlled Usage
  • 10. The Untapped Network “ Growing traffic on corporate Employee Needs intranets will draw the As employees become more sophisticated about the resources attention of e-commerce players. available to them via the Internet, and as companies realize the Companies and vendors will value of using technology to enhance work-life navigation for their work together to develop employees, the demand for company-sponsored programs will grow. When employees were asked what their companies could bring corporate buying programs to their desktops to better assist with their work-life navigation, to gain access to this captive responses centered around content, community and commerce.11 audience. Just as companies offer employees on-site childcare Content or dry-cleaning drop-off, they The amount of information available on the Internet and company will see intranet e-commerce intranet is overwhelming; the challenge lies in providing targeted, relevant content to each employee. Assistance with developing and as a lifestyle-enhancing perk. locating content that is pertinent to the workforce is being provided Intranet marketplaces will by many leading companies. By understanding employee needs, blossom as retailers gain a companies can negotiate directly with vendors and content providers, new audience, companies give or partner with third party providers, to deliver a broad spectrum employees a new benefit and of value-added offerings to the employee desktop. workers save money through corporate discounts.” EMPLOYEE VOICE —Forrester Research, The New Employee research participants provide positive feedback around Business Portals, February 1999 the idea of their company delivering content to their desktop that addresses work-life needs. • “Our company could take a poll to see what the majority of the company is interested in as far as being able to take care of their personal needs, and then create or modify our existing intranet.” • “If they offered information online around having someone that I could trust to watch my children, that would cut down on my stress and allow me to focus on my work, my productivity.” • “Trust is the interesting point; having someone that you can trust. We find a lot of these sites on our own, but I think an added value would be that the company has done some background research on how good the service is, the reputation of the doctors or the quality of the dry cleaning. Then you have a little bit of confidence using the service because the company has done some research into its background.” Results from employee focus groups conducted nationwide by Constat Market Research The pre-selection of content partners can reduce, or even eliminate, the time employees spend searching and price shopping. Providing these services can be viewed as a company benefit, demonstrating that management understands that employees have lives outside the office, and are willing to lend assistance. Employee Needs 10
  • 11. The Untapped Network Community Several recent trends—including the push towards globalization and the continued growth of mergers and acquisitions—have resulted in unprecedented size and profitability for corporations. However, one of the many repercussions of these trends is the loss of corporate community in the workforce. Company intranets have made great strides in facilitating the exchange of business information, corporate communications and knowledge capital with disconnected employees, but in most cases it has ignored the benefits of linking employees based on personal interests and life needs. EMPLOYEE VOICE Employee research group participants indicate that building and maintaining corporate communities covering work-life issues is critical, but often ignored by HR departments. Simple intranet or Internet tools such as employee classifieds, group calendaring and topic-related bulletin boards foster a closely-knit community among employees, as well as enhance and extend the employer-employee relationship. • “When I was forced to relocate across the country a year ago, I really could have used some form of local information, or a way to contact others in the office to find out what neighborhood to live in, the best place to find an apartment....things like that, where you really need word-of-mouth” • “Bulletin boards just don’t cut it anymore” • “Everything is focused around the corporate headquarters. If you’re out here in a satellite office you do not feel very connected with the company, and cannot take advantage of all the perks that those at the home office are accustomed to.” Results from employee focus groups conducted nationwide by Constat Market Research 11 Employee Needs
  • 12. The Untapped Network Commerce Employees are accessing the Internet at the office not only to retrieve news and conduct research, but also to engage in online commerce. There is a growing preference for purchasing goods and services over the Internet at the workplace. (See Figure 2) Online Shopping—Home vs. Work $90.0 $80.0 $70.0 $60.0 $ BILLIONS $50.0 $40.0 $30.0 $20.0 $10.0 $0.0 1995 1996 1997 1998 1999 2000 2001 2002 2003 WORK BASED HOME BASED Figure 2 Source: Jupiter, Media Metrix, Abilizer Research A number of explanations can be attributed to the growth of online commerce at the office. These include longer work hours, faster connections and the growing acceptance by management of attending to personal issues at work. However, the bottom line indicates that online commerce at the office will continue to grow as more workers choose to access the Internet at work in place of at home. Employees are not just buying flowers and checking stocks online at the office; they are also performing time-intensive tasks such as researching schools for their children, planning travel and price shopping for major purchases such as home mortgages and electronics. According to Jupiter Communications’ “Home Versus Work Usage” study, approximately 70% of employees spend time gathering product information and price-shopping at work, a sharp contrast to the roughly 25% of employees involved with less time intensive tasks such as checking bank statements or credit card balances online.12 Employee Needs 12
  • 13. The Untapped Network When examining actual purchases from the workplace, the evidence indicates that they are complex, expensive and research-intensive products and services. (See Figure 3) Percentage of Employees Ł Buying a Given Product from Work Financial Services 63% Computer Hardware, Software 61% Travel 54% Books/Music 53% Flowers/Gifts 48% Paid Bills 46% 46% Apparel 33% 0% 10% 20% 30% 40% 50% 60% 70% Figure 3 Source: Jupiter Communications Leading organizations are increasingly allowing employees reasonable freedom with personal Internet purchases that typically would have been performed with a phone call or a trip to a store during work hours. Large companies can use volume purchasing, partnerships and access to their employee base to negotiate discounted rates on popular products and services. Examples include movie and amusement park tickets, subsidized childcare or preferred rates on car loans and insurance. “When you’re talking about saving employees hundreds of dollars (with company discounts), that’s significant… the job market is very tight, and any benefit is a tool.” 13 13 Employee Needs
  • 14. The Untapped Network Conclusion As Internet and intranet access becomes ubiquitous, employers gain a means to extend work hours around the clock and around the globe, as well as a new tool to help employees manage their lives. Corporate intranets provide the infrastructure for connecting employees to a broad range of programs, products and services via the Internet. According to Hewitt Associates, employees confront a life decision every 12-15 minutes at the office.14 Given this frequency—and the case that “reasonable” personal use is an accepted reality—it makes sense for companies to help employees accomplish personal responsibilities more effectively. Providing employees with online programs that deliver targeted and personalized content, foster ongoing dialogue, promote community-building and provide access to a wide range of products and services around their life needs can help to differentiate a company as an “employer of choice”. Before companies can truly revolutionize the way they conduct business by taking advantage of the Internet and online commerce, they must first transform their workforce. Empowering employees with the necessary online tools, and giving them the freedom to use them in their personal and professional endeavors, is a first step towards building the company for the twenty first century. Conclusion 14
  • 15. The Untapped Network Endnotes 1. Forrester Research, “Internet Services Hypergrowth,” February 1999. 2. IDC Corporation, Abilizer Research 3. Nielsen/NetRatings, 2000, Abilizer Research 4. Vault.com, February 2000 5. American Management Association, 1999 6. Constat Market Research, 2000 7. Constat Market Research, 2000 8. “Desk Service,” Incentive, January 1, 2000, p. 9 9. “All Work and No Play.” The Industry Standard, May 15, 2000, p. 138 10. Constat Market Research, 2000 11. Jupiter Communications, “Home Versus Work Usage,” 1999 12. “Workers bag new perk with shopping on the job tight labor market means creative benefits,” USA Today, November 16, 1999, p.1B. 13. “Workers bag new perk with shopping on the job tight labor market means creative benefits,” USA Today, November 16, 1999, p.1B. 14. Hewitt Associates, 1999 15 Endnotes
  • 16. Abilizer Solutions, Inc. 744 Alabama Street, Second Floor San Francisco, CA 94110 Phone: (415) 216-0100 www.abilizer.com © 2000 perksatwork.com Abilizer and Abilizer Solutions are trademarks of perksatwork.com