Thinking laterally on-line

Thinking laterally on-line

After successfully using the Internet to find overseas distributors for Australian software developers, Sydney-based Lateral Concepts Online is expanding the scope of its operations. Since last August, Lateral has arranged seven distribution pacts in North America, Europe and Asia for Australian software companies, according to Chris Hills, the company's executive director.

"We've found the Internet is the ideal mechanism for setting up business-to-business relationships," Hills said. The Internet's coverage and distribution efficiencies had cut database-driven direct marketing costs by 60 per cent, he said.

The company's achievements to date have encouraged Lateral to broaden its use of the Internet beyond the simple identification and qualification of potential distributors. "Our original premise of carrying out direct marketing on the Internet is still the core of our business," Hills said. "But we're integrating traditional marketing concepts with Web concepts up and down the line."

Lateral's system incorporates the Internet as a tool in the entire on-line marketing and sales process, including planning, design, implementation and management. "Our process takes an organisation from reviewing its business strategies to establishing an on-line market intelligence system they can use to keep in touch with markets around the world," Hills said. "It will also help them build a Web system that both generates leads and follows them up. The whole thing becomes a full marketing program as opposed to a piece of technology they have on the Internet."by Peter YoungLateral Concepts OnlineTel: (02) 9956 3848

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