Small business technology for 2009
Bill Murphy, managing director of BT Business, takes a look at the essential small business IT investments for 2009.
The New Year is a great time to look at how small technical changes can cut operating costs and put your firm in a better position to meet customer demand in 2009. 
When the economic upturn comes – and it will come – firms that have improved efficiency and productivity through investments in IT systems and smarter working practices will be better placed to capitalise on opportunities.
The good news is that many technologies that were previously reserved for big companies are now available and affordable to small businesses and start-ups, revolutionising the way you can do business.
So, with your bottom line front of mind, what should you prioritise in 2009?
Software-as-a-Service (SaaS)
Software as a Service (SaaS) is fast becoming a business buzz-word, but what is it, and what does it mean for your business?
Software as a Service (SaaS) simply refers to a range of software and applications that are hosted, maintained and upgraded by a third party company and delivered to users over the internet or ‘on-demand’.
The software available ranges from tools that offer the ability to share information and services, like company-wide calendars, address books and folders to collaborative tools, that allow people to securely access, save and share documents.
The real advantage for small businesses is that SaaS applications provide the latest business-grade software on a subscription basis, removing the need for upfront capital investment in terms of hardware and software, as well as upgrade costs.
They also eliminate the expense of hiring in-house personnel, and whilst many are free to trial, some are even free to use at entry level.
Mobile broadband
Research that we carried out recently indicated that businesses need to think seriously about adopting the latest flexible working practices. In these tougher times, patience is no longer a virtue, and customers are constantly demanding more.
The report, conducted by the Centre for Future Studies, found that businesses that can respond to their customers’ needs around the clock – whether from the train, hotel room or even the beach – are more likely to prosper.
Mobile broadband is now regarded by many as a business essential to compete effectively and retain customers; allowing staff to work on the move, just as effectively as if they were in the office.
VoIP
In its simplest form Voice over Internet Protocol (VoIP) is a technology that allows calls to be made over a high-speed internet or broadband connection. It’s a great choice for businesses already using broadband to help control costs and really get the most out of that technology.
VoIP services generally fall into three categories; computer-based services which allow calls to be made via a computer through specific software and a specialist VoIP headset, telephone-based services where calls are made over the internet by connecting a standard telephone handset to a VoIP-enabled router or VoIP adapter, and mobile services which run-over wireless broadband connection or Wi-Fi.
All three are an easy way of cutting costs in the current climate; calls to other VoIP can often be made free or at significantly reduced costs, and VoIP gives complete control over your spending, with packages that give unlimited calls to local and national numbers for a fixed monthly cost and capped rates to mobiles and international destinations.
Other business benefits include enhanced features like three-way calling, call forwarding, voicemail and caller ID. The ability to integrate with other internet-based services like video conferencing, Instant Messaging and Outlook allows businesses to choose the most appropriate way to contact someone and check if they are available before they even call.
Web 2.0
High impact advertising and marketing are no longer the preserve of big-budget companies. The internet has transformed the marketing opportunities for small businesses, who can now reach out to a potentially unlimited customer base.
Web 2.0 simply means user-generated content and collaboration online. Social networking sites are a good first step in getting your business online, making contacts and generating custom. Some, like www.bttradespace.com, Linked In and Xing, are free to join and specifically designed for small businesses.
Once you’ve built an online presence, it’s vital to look into ways of driving contacts to your site and generating customers from those contacts.
Search engine marketing, which involves generating sales leads through search engines like Google, and search engine optimisation (SEO), which entails designing your website in such a way as to make it appear high-up in search engine rankings, are good ways of guaranteeing maximum exposure.
You can take care of both of these things yourself, but if, like many small businesses, you just don’t have the time or expertise in house, there are many companies that can help you, such as web agencies.
It pays to shop around for the best deals and you can also take advantage of search marketing through subscription services, which provide keywords and written advertising copy to boost the visibility of your site.
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