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	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

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Executive Summary

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.

TABLE OF CONTENTS

• The eReadiness Checklist Parses Online Behavior Into Its Key Components
• To Apply To Financial Services, Start With Current Online Uptake
• To Predict Future Financial Uptake, Assess Three Additional Metrics
• The eReadiness Checklist Says Something Different About Each Market

RECOMMENDATIONS

• Tailor The Grid's Takeaways To Meet Your Objectives And Product Specifics
• Supplemental Material
• Related Research Documents

This is an excerpt

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