E-Business
Ghosts In The Machine
Another growing trend at commerce sites is to let customers talk, via a Web-enabled device, to live customer-service representatives--even as customers are navigating a Web site. Many Web retailers already offer this through Voice over IP (VoIP) technologies such as Click2Talk from Net2Phone, and VocalTec's Surf&Call Network Services and plug-in. The latter appears as a button on a commerce site, and the plug-in loads automatically when a potential customer arrives at the site, enabling live communication with a customer-service rep.
Many Web shoppers, however, have found that existing VoIP solutions are difficult to use and unreliable.
Two emerging standards that may change the world of VoIP are SIP (Session Initiation Protocol) and MGCP (Media Gateway Control Protocol). The Internet Engineering Task Force-backed SIP specification is a signaling protocol developed by telecommunications service providers to render VoIP services more transparent and easier to use. Cisco, Lucent, and other companies are building SIP technology into their products.MGCP, which is similar to SIP, also has its fans including Ficon Technology and Hitachi.
Many observers expect these new VoIP standards to usher in the era of live personal support as users navigate commerce sites. Instant messaging is also emerging as a way for real people to interact with Web shoppers. In addition to the benefits these technologies may bring to consumers, commerce sites may reap savings in the area of support costs.
