October 3, 2008

Gauge Your Product's eReadiness In Asia Pacific

How To Measure eReadiness, Demonstrated With Financial Services

by Dia Ganguly

with Reineke Reitsma, Serena Goldberg

Executive Summary (This is a document excerpt)

Technology readiness, cultural readiness, and supplier readiness, together with the level of current adoption, determine the future uptake of online activities in a local market. Our eReadiness checklist provides guidance to companies looking to incorporate the online channel to serve consumers who span multiple markets. Since the checklist rests on the broad fundamental components that predict online behavior, it can apply to a range of online services. In this report, we demonstrate the effectiveness of the checklist with financial services, specifically online transactions. The checklist is the first step for consumer market researchers to gauge market readiness. Interpreting the grid is a team exercise involving colleagues from multiple disciplines, as the resulting decisions will highly depend on product specifics and ultimate objectives.

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