Addis Ababa — Mr. Jacques Rostenne of Perwit, Canada facilitated this workshop, stimulating participants with his challenge of finding practical ways to use the web to make money, beyond the interest in the global picture of the information economy. E-commerce was defined as electronic trading of services and products on the web, including auctions.
What could African entrepreneurs do right now, right here in Africa, despite non-access for the majority of countries to adequate infrastructure, electronic banking, credit cards, etc.? Mr. Rostenne drew on his considerable experience and advised those starting up in e-commerce to begin immediately, without delay, before others implemented the same idea. To create a presence, a web site had to be acquired and designed to highlight the details of your service or product. A web site expert should be hired to design and manage the web page. The next step was to promote awareness of your presence and product to prospective clients on an ever-expanding mailing lists, find the markets for your product, get clients and arrange the transactions in terms of delivery and payment. Trust had to be built up over time. Costs can be offset by including advertisements from the home country or from the target market around your web page.
Developing local markets was time-consuming and should not be the first step in electronic trading. If the e-trader had a competitive product at an attractive price, there were two proven markets for e-commerce. The African e- trader could go first to a general consumer market where there is willingness and experience in purchasing through the Net. Such consumers have purchasing power and access to payment by credit card. Perhaps even more lucrative would be the special interest, cultural market formed by the African Diaspora in North America, the Caribbean and Europe, which is a market worth billions of dollars.
Electronic dishonesty in advertisement and product quality should be avoided. Starting small was best, but a sustainable business required quality and timely delivery. It was also pointed out that the Diaspora market, for sentimental reasons, might be easier to attract, less outraged by delays and archaic payment methods, less harsh on quality control, and more trusting and appreciative, as they know the situation prevailing in Africa. The example of Ethiogift.com was noted, which had built a viable business e-trading in traditional products.
An attempt was made to pinpoint areas of expanding e-opportunity on the Net. These included traditional medicine, tourism, architectural plans and support services, transcription of manuscripts, editing, translation and accounting, to mention a few. A digital camera and a hand-held scanner were valuable investments. Time differences could be used to offer overnight services. In case of robbery or computer breakdown, back up files, tapes etc should be maintained and kept securely in a safe. Performance criteria included creativity, accuracy, reliability, consistency, confidentiality, honesty, timely delivery and teleworking.
The full text of all speeches, statements, press releases and summaries are available on the ADF Home Page at: http://www.un.org/depts/eca They are supported by video and audio clips of keynote addresses and other major moments. This site also includes the programme, list of participants, theme papers and other relevant background documents.
For more information on the Forum or to interview participants, please contact: Peter da Costa Senior Communication Adviser Economic Commission for Africa P.O. Box 3001 Addis Ababa Ethiopia Tel: +251-1-51 58 26 Fax: +251-1-51 03 65 Cell: +251-9-20 17 94 E-mail: dacosta@un.org or ecainfo@un.org Web: http://www.un.org/depts/eca
