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ATTITUDES OF
LATIN AMERICABUSINESS LEADERS
REGARDING THE
INTERNET
July 2003
2003 Internet Survey
Cisco Systems
Encuesta Internet 2003, Cisco Systems 1
Table of Contents
Introduction
Presentation, Keith Goodwin 2
Objective of the Survey 4
How the Survey was designed and carried out 5
Who responded 6
Use of the Internet by Latin American companies 7
Results
Key findings 8
Productivity gains 9
Internet and company performance 12
Internet-based Business Applications 15
Internet contribution to Revenue/ Profitability 17
New investments in technology 18
Comparison with Competitors (Internet) 19
Attitudes of Latin AmericanBusiness Leaders Regarding the Internet
2003 Internet Survey, Cisco Systems
2 2003 Internet Survey Cisco Systems
■ ATTITUDES OF LATIN AMERICAN BUSINESS LEADERS REGARDING THE INTERNET
As a contribution to the Internet culture in Latin America, which is adetermining factor for the future economy and competitivity of the region, wesubmit this first large- scale survey regarding the Attitudes of Latin American
Business Leaders Regarding the Internet. We undertook the task of findingout how Latin American executives use the Internet in their work and in theircompanies, what Internet-based business applications they use, and whetheror not the Internet is considered to be a factor in productivity andcompetitiveness, as well as their future plans to broaden their Intenet-basedactivities.
And, although this Survey is the first of its kind in Latin America, (which is whywe do not have anything to compare it to), the study offers very valuableinformation regarding the stage of development of the Internet as a corporatetool in the region.
Little by little, the Latin American business community has been incorporatingtechnology into its basic scope of knowledge. Technology, and the Internet,have thus become a factor of competitiveness and, in many cases, of survival.The groundwork has been laid for new technologies to be a topic of interest forbusiness leaders, particularly those technologies that represent a direct effecton the profitability of their companies. We refer to the convergence of voiceand data networks, or the use of data networks to transport voice, withdramatic savings for the organization; security technologies that safeguard anorganization’s main asset: its information; technologies like Virtual PrivateNetworks (VPNs) that work both on the Internet and on private IP networksand which will redefine the way in which companies and clients will access theInternet in a much more profitable manner; wireless Internet, which will deliverthe wealth of Internet contact to the users of mobile telephones and devices;storage technologies … and this, just to mention a few examples.
Cisco is committed to the development of Latin America in the long term.During the last few quarters, we have been gaining market share in allsegments where we have a presence in the region, despite the difficulteconomic situation that Latin America is experiencing. Clients look to Cisco forrouting and switching technologies, but also for the so-called advancedtechnologies, such as IP communications, security, wireless and storage,which redefine business performance, increase productivity, reduce costs andenhance communications, among others. Hundreds of companies in the
Introduction
KEITH GOODWIN
President Americas
International and
Vicepresident
Cisco Systems
2003 Internet Survey Cisco Systems 3
ATTITUDES OF LATIN AMERICAN BUSINESS LEADERS REGARDING THE INTERNET ■
region are betting on technology as a fundamental tool for the achievement oftheir objectives.
Despite these facts, there is still a great unexplored potential in the region, asevidenced by the results of this study. Our clients in the region are concernedabout the same issues and factors as business leaders in other areas of theworld: productivity, profitability of their operations, cash flow, customersatisfaction, new markets, etc.
Investments in IT and in Internet technologies are key to help Latin America toget out of the recession and to make the region more competitive on a globallevel. And Latin America has a long way to go. Latin American investments inInformation Technology represented 1.7% of Gross Domestic Product last year,while the United States invested 5.2%, Europe 3.5% and Asia 2.4% of theirrespective GDP.
Conscious of this great potential, we will continue working hand in hand withour existing and future clients, including business clients, service providers,and small and medium sized enterprises, with the aim of becoming theirtrustworthy advisors for technology and connectivity.
A key aspect of Cisco’s corporate culture is to remain close to our clients, hearabout their plans and concerns. This survey, which we deliver to theentrepreneurial community in the region, allows us to better understand theneeds of business leaders in the region and gives evidence of ourdetermination to listen to our clients and to know them.
Keith Goodwin
President Americas International
and Vicepresident Cisco Systems
“Investments in
IT and in
Internet
technologies
are key to help
Latin America
to get out of
the recession
and to make the
region more
competitive on
a global level”
4 2003 Internet Survey Cisco Systems
■ ATTITUDES OF LATIN AMERICAN BUSINESS LEADERS REGARDING THE INTERNET
The core objective for the survey on Attitudes of Latin American BusinessLeaders Regarding the Internet was to ascertain the perception that businessleaders in the region have about Internet and connectivity technologies, andthe impact of those technologies on the business and productivity of theircompanies.
This information is of particular relevance in Latin America, where Internet hasbegun to exert a power of transformation in the way companies operate andwork, and in the way business is conducted.
Companies in the region find themselves with an increasing need to expandtheir businesses, reduce their costs, increase productivity, improve theirrelationships with their clients, and automate their supply chains. They areincreasingly resorting to the use of information technology to achieve this, inorder to generate a competitive advantage, attain productivity increases andimprove the profitability of their companies.
This survey, the first of its kind in the region, provides important informationfor entrepreneurs and business leaders on the way their peers in theentrepreneurial world think and act with respect to Internet and informationtechnologies. The study provides relevant information on:
● How the Internet is being used by companies in the region● The effects of Internet on communications, productivity and profitability● The most widely used Internet-based business applications● Differences with respect to attitudes, behavior and opinions regarding
Internet in the various countries in the region● Attitudes with respect to investment in technology in forthcoming years.
Objective of the Survey
“The survey
provides
important
information for
entrepreneurs
and business
leaders on the
way their peers
in the
entrepreneurial
world think and
act with respect
to Internet and
information
technologies”
2003 Internet Survey Cisco Systems 5
ATTITUDES OF LATIN AMERICAN BUSINESS LEADERS REGARDING THE INTERNET ■
Kaagan Research Associates, Inc. (KRA) is
experienced in the design, execution and
analysis of sophisticated measurements of public
and elite opinion for clients who seek strategy
insight and tools-for-change… and not merely
data collection.
Among KRA’s clients are the Boards of Directors
and Executive departments of some of the largest
companies in the world, as well as educational
institutions, NGOs and non-profit organizations,
for which the firm performs research and
consulting on changes in social trends and helps
formulate strategies that are required to adapt to
new demographic and social forces.
In 2001, KRA performed a widely-cited study on
the Attitudes of Latin American Journalists with
respect to Internet, sponsored by Cisco Systems,
to ascertain the various uses that journalists in
the region make of the Internet, both for their
work and in their personal lives.
Kaagan Research Associates
How the survey was designed and carried out
The survey on Attitudes of Latin American Business Leaders Regarding theInternet was carried out by polling 500 business leaders in medium-sized andlarge companies in the region.
The executives of all companies who were polled work with local companies;that is to say, the study did not consider branch offices of multinationalcompanies whose headquarters are outside of Latin America. The reason forthis was that the perception and decisions of the latter regarding technologyare, in most cases, influenced by global corporate criteria, independently ofthe country or the region.
Neither were State organizations or companies nor government-ownedentities considered for inclusion in the survey sample.
The survey was designed, supervised and analyzed by Kaagan ResearchAssociates, Inc., a New York-based research firm. Interviews were conductedbetween April and June via telephone and, at the option of respondents, in-person conversation. The survey was sponsored by Cisco Systems, althoug toreduce the possibility of bias, respodents were not informed of thissponsorship at the time of the interview.
6 2003 Internet Survey Cisco Systems
■ ATTITUDES OF LATIN AMERICAN BUSINESS LEADERS REGARDING THE INTERNET
Female20%
Gender of Survey ParticipantsAll Respondents
Male80%
Under 50032%
Over 2.00034%
Total Number of Company EmployeesAll Respondents
500 y 2.00034%
4 years or less28%
21 years or more16%
Respondent Tenure with Current EmployerAll Respondents
11-20 years29%
5-10 years27%
Average Tenure: 10.1 years
Less than ollege graduate4%
Doctorate3%
Respondent´s Highest Education LevelAll Respondents
Masters degree40%
College gradua53%
In this study, Presidents, Vice Presidents, Directors,Managers and Division Heads at large and medium-sized companies in Latin America were interviewed.
Of the grand total of 500 interviews conducted, 150were made in Brazil, 150 in Mexico, 100 inArgentina and Chile, and 100 in Colombia and Peru.Given the tumultuous political situation beingexperienced by Venezuela during the survey period,this country was excluded from the sample.
The company officials interviewed belong to themost important and representative corporate sectorsin economic activities in the region and in their owncountries, including manufacturing, services, bankingand insurance, distribution and retail sales, energy,mining, telecommunications, agriculture andcommunications media/ entertainment.
Under 3529%
35-4440%
Ages of Survey ParticipantsAll Respondents
45 and older31%
Who responded
On average, the executives interviewed have workedfor their companies for over a decade. Almost allparticipants in the survey are college graduates, and40% hold a Masters Degree.
2003 Internet Survey Cisco Systems 7
Almost half of the companies that participated inthe study have been connected to the Internet forfive years or more. Larger companies tended to bethe ones that have used the Internet for a longertime. Brazil is the country with the largest numberof companies connected to the Internet for thelongest period of time.
The vast majority of persons interviewed use theInternet at the workplace, but it is only in Brazil thatit has been a tool used by senior executives for along time. 53% of Brazilian executives surveyedhave been using the Internet in their work for overfive years, while only 21% of Mexican businessleaders make the same claim for themselves.
ATTITUDES OF LATIN AMERICAN BUSINESS LEADERS REGARDING THE INTERNET ■
Past 2 years or less 12%
Not sure2%
All Respondents
5 years or more42%
Between 2 and 5 years
44%
¿How Long Internet has Been Part ofRespondent´s Workplace?
Increased somewhat2%
Neither increased nor decreased
18%
All respondents
Greatly / somewhatdecreased
25% Greatly increased55%
How Respondent’s Internet Use Has Changed In Past 12 Months
ArgentinaChile
By County
Greatly Increased
How Respondent’s Internet Use Has Changed In Past 12 Months
Brazil ColombiaPeru
Mexico
40%
63%47%
64%
Use of the Internet by Latin American companies
8 2003 Internet Survey Cisco Systems
■ ATTITUDES OF LATIN AMERICAN BUSINESS LEADERS REGARDING THE INTERNET
Following is a summary of the main
findings in the study:
Latin American entrepreneurs consider that the
Internet has been a determining factor for the
improvement of productivity in their companies.
For 47 % of the interviewed executives, theInternet has significantly improved productivity intheir companies, while for 36%, it has improvedproductivity at least “somewhat.” In the long run,Internet is not considered to be just a simplecommunications tool or a site to maintain acorporate presence on the Web, although thesefunctionalities are, in fact, used extensively by mostof the companies. Executives in the region considerthe Internet as a strategic tool that has improvedtheir productivity and will continue to do so in thefuture.
Latin American executives also consider that the
Internet has had a very positive impact on their
personal productivity at work. For 56 % ofrespondents in the survey, the Internet has allowedthem to be more productive in their work. But thisstatement exhibits wide regional differences. InBrazil, 74% of entrepreneurs say that the Internethas allowed them to be personally more productivein their work, in Argentina and Chile, only 40% ofthem consider this to be the case.
One of every 3 executives in Latin American
enterprises considers that the Internet has a
significant effect on the generation of new
revenue and on the profitability of their
companies.
The biggest effects of the Internet in companies
are perceived in the area of internal and external
communications. 82 % of executives interviewedsay that the Internet has had very positive effectson their external communications. 72% of thosepolled consider the Internet’s effects on internalcommunications as very positive.
Most of the companies in the region have some
sort of functionality to receive orders and to
order on line. 71 % of the companies havefunctionality to receive or place orders on line, or e-commerce systems.
Six out of every 10 companies in the region have
on line customer service systems. 59 % of thecompanies in the region have on-line customerservice systems. Two thirds of the companies thatdo not provide on-line customer service at presentexpect to add this functionality within the next fewyears.
E-learning is one of the business applications
that is used the least by Latin American
companies, with only 38 % of the companies inthe region using e-learning systems to train theiremployees.
One of every two companies surveyed have
some type of functionality through the Internet
to manage and handle their supply chain.
Manufacturing companies and companiesheadquartered in Mexico are in the lead.
Over half of the companies interviewed stated
that the probability of making significant
investments in Informaiton Technology in the
next two years is very high. 54% of the
Key Findings
2003 Internet Survey Cisco Systems 9
companies surveyed stated that it is highly probablethat they will make significant investments inInformation Technology over the next two years.Larger companies are more certain to do so, as wellas companies headquartered in Brazil.
ATTITUDES OF LATIN AMERICAN BUSINESS LEADERS REGARDING THE INTERNET ■
47 % of executives interviewed say that the use ofthe Internet has significantly improved theproductivity of their companies, and 36% considerthat it has improved productivity at least“somewhat.” Only 5% feel that the Internet has notcontributed to productivity gains.
From a regional perspective, the increasing role ofthe Internet in the enhancement of companyproductivity is particularly evident in Brazil andMexico. 53 % of those interviewed in Brazil, and50% of those polled in Mexico are in full agreementthat the use of the Internet has significantlyimproved their company’s productivity, while thepercentage in the other countries is lower:Colombia and Peru (45%) and Argentina and Chile(33%).
When asked if their company could operate just aswell without any use of the Internet, region-wide65% of executives interviewed stated that theywere in complete disagreement, which bearswitness to the increasing use that Latin Americancompanies have of the Internet for the operation oftheir business. In Brazil, an overwhelming 83 % ofthose interviewed disagreed with this statement.
The increasing importance that Latin Americanbusinessmen attribute to the Internet, together withits importance for productivity achievements, help
Productivity Gains
10 2003 Internet Survey Cisco Systems
■ ATTITUDES OF LATIN AMERICAN BUSINESS LEADERS REGARDING THE INTERNET
to fuel their desire for enhanced computerequipment in their companies. Thus, 42 % ofexecutives would like for the technologies andcapabilities that they have at present to be moreadvanced, both in hardware and knowledge.
2003 Internet Survey Cisco Systems 11
ATTITUDES OF LATIN AMERICAN BUSINESS LEADERS REGARDING THE INTERNET ■
From an individual, as well as a company, point ofview, Latin American executives also feel that theInternet has had a very positive impact on theirown personal productivity in their work. For 56 %of those surveyed, Internet has permitted them tobe more effective in their work. But this statementhas wide regional variations. While 74% ofbusiness leaders in Brazil consider that theInternet has permitted them to be moreproductive, in Argentina only 40% of executivessurveyed consider this to be true.
47 % of executives
interviewed say that
the use of the Internet
has significantly
improved the
productivity of their
companies, and 36%
consider that it has
improved productivity
at least “somewhat.”
12 2003 Internet Survey Cisco Systems
■ ATTITUDES OF LATIN AMERICAN BUSINESS LEADERS REGARDING THE INTERNET
For 75 % of the business leaders in LatinAmerica, the use of the Internet has representeda positive contribution to corporate performance.Companies in Brazil and Mexico, the largesteconomies in the region, perceive the greatestimpact.
Executives interviewed perceive the majoradvantages of Internet deployment to be theimproved speed and enhanced possibilities interms of communications, and the improvedability to seek and find information.
Company profitability: 36 % of the LatinAmerican executives are in strong agreement thatthe Internet has had a positive impact on theircompany’s profitability, and 38% say that it hasinfluenced profitability somewhat. Companies inMexico(52%) and in Brazil (45%), perceive theeffects of the Internet on the profitability of thecompany more than companies in Colombia andPeru (19%) and Argentina and Chile (16%).
Internet and company performance
“For 75 % of the business
leaders in Latin America,
the use of the Internet
has represented a
positive contribution to
corporate performance”
2003 Internet Survey Cisco Systems 13
ATTITUDES OF LATIN AMERICAN BUSINESS LEADERS REGARDING THE INTERNET ■
Company productivity: For 55 % of those polled,the Internet has had a very positive effect on theproductivity of their companies. An additional 35% ofthose interviewed indicate that the Internet has hadat least a somewhat positive effect on productivity.The strongest effects on company productivity arecited in Brazil (69%) and Mexico (61%), while inColombia and Peru (40%) and Argentina and Chile(38%), the contributions to profitability have beenless dramatic. The size of an enterprise also seemsto matter: The larger the company, the greater theperception of positive effects from the Internet onproductivity.
Under 500
By Company Size
Very positive
500-2.000 Over 2.000
51% 52%61%
Internet Effects: Company Productivity
14 Encuesta Internet 2003 Cisco Systems
■ ACTITUDES DE LOS EMPRESARIOS LATINOAMERICANOS CON RESPECTO A INTERNET
Internal and External Communications. TheInternet has a beneficial effect on internalcommunications in Latin American companies: 72% of executives surveyed describe the effects ofthe Internet as “very positive” for their internalcompany communications. In national markets,83% of executives in Brazil consider that theInternet has had a very positive effect on internalcommunications in their company, while 73 % takethe same position in Mexico, 64 % in Colombia andPerú, and 62 % in Argentina & Chile region.
In external communications, the Internet is also akey element for Latin American executives. 82 % ofbusiness leaders surveyed say that Internet has had“very positive” effects on their companies’ externalcommunications. In national and sub-regionalmarkets, the consensus is sustained: in Brazil, 89% of executives surveyed say that the effects ofthe Internet on external communications have beenvery positive. In Mexico, 81% feel that way, 80% inColombia and Peru, and 71% in Argentina andChile.
Very positive72%
Somewhat positive
17%
Neither positive nor negative
9%
Very / somewhat negative
1%
All Respondents
Not sure1%
Internet Effects: Internal Comunications
Very positive82%
Positive15%
Neither positive nor negative
3%
All Respondents
Interner Effects: External Comunications
ArgentinaChile
By County
Very Positive
Brazil ColombiaPeru
Mexico
62%
83%
64%73%
Internet Effects: Internal Comunications
e-commerce. Most of the companies in the region,71%, have some type of functionality to receive orprocess orders on line. Among the companies thatdo not have any type of functionality of this type,manufacturing companies in particular are moreprone to say they will add this functionality in thenext few years. Among the companies that do nothave this functionality, 29% state that there is ahigh probability that they will add it in the next fewyears.
Internet-based Business Applications
ArgentinaChile
By County
BrazilTotal ColombiaPeru
Mexico
71%62%
75%68% 74%
Features Of Respondent’s Primary Workplace: Placing / Receiving Internet Orders
ArgentinaChile
By County
BrazilTotal ColombiaPeru
Mexico
59%50%
65%55%
63%
Features Of Respondent’s Primary Workplace: Customer Service / Follow-Up Care
■ ACTITUDES DE LOS EMPRESARIOS LATINOAMERICANOS CON RESPECTO A INTERNET ■
Encuesta Internet 2003 Cisco Systems 15
Customer care and service. Throughout theregion, 6 in 10 companies (59%) have on- linecustomer service systems. Furthermore, two thirdsof the companies that do not now provide on linecustomer care expect to be doing so in the nextfew years. Manufacturing companies are moreprone than service companies to announce theseplans.
Supply Chain Management. Slightly less than halfof the companies that were surveyed (48%)possess some type of functionality on the Internetto manage and administer their supply chain.Manufacturing companies and Mexican-headquartedcompanies are at the forefront of this process.Among those companies that do not have thisfunctionality now (41%), 22 % say they are verylikely to acquire it in the next few years, while 29 %are less inclined to do so.
ArgentinaChile
By County
BrazilTotal ColombiaPeru
Mexico
48% 44% 46%40%
58%
Features Of Respondent’s Primary Workplace: Vendor / Supplier Supply Chain Management
16 2003 Internet Survey Cisco Systems
■ ATTITUDES OF LATIN AMERICAN BUSINESS LEADERS REGARDING THE INTERNET
ArgentinaChile
By County
BrazilTotal ColombiaPeru
Mexico
38%30%
41% 39% 41%
Features Of Respondent’s Primary Workplace: E-Learning / Training Programs
e-learning: At present, somewhat more thanone-third of companies in the region (38%), usee-learning systems to train their employeesthrough the Internet in the areas of corporatecommunications and marketing, technicaldocumentaiton, customer support, quality control,manufacturing, engineering and public relations.Among the 58% of companies that do not havee-learning at present, 24% are very likely to addthe capability in the near future, and 32% are‘somewhat likely” to do so.
Among the companies that do not possess thisfunctionality, companies in non- manufacturingsectors are the ones most inclined to add it in thenext few years.
“Among the 58% of
companies that do not
have e-learning at
present, 24% are very
likely to add the
capability in the near
future, and 32% are
‘somewhat likely”
to do so”
2003 Internet Survey Cisco Systems 17
It is quite clear that the Internet has had a positiveimpact on productivity in Latin American companies,and that many of these companies have Internet-based business applications and methods to receiveand carry out orders on line (71%), providecustomer service (59%), engage in supply chainmanagement (48%) and conduct e-learning (38%).
But, do these applications and systems significantlycontribute to the generation of new income andprofitability? More than one-third of executives (36%) say that they do, while 45 % feel they do not,and 19% are not sure.
Among the small number of companies that offeredspecific information estimating the percentage ofrevenues attributable to Internet-based businessapplications, 33 % said Internet-derived revenuerepresented between 5 % and 10 % of their totalrevenues; another 31 % of companies offered anestimate that up to 20% of their total revenuescame from Internet activity.
Nevertheless, it is interesting to note that for thesecompanies, these Internet-credited revenue figuresare expected to increase significantly over the nextfive years. For 55 % of companies, the percentagefive years from now is expected to be at over 20 %of revenues; for 24 % of the companies it isexpected to be between11 % and 20%.
For most of the companies that do not have anytype of Internet-based business application, andwho do not foresee adding or acquiring any type ofapplication in the near future, their directors andexecutives simply feel that these technologies donot apply to their business, product or work area.
ATTITUDES OF LATIN AMERICAN BUSINESS LEADERS REGARDING THE INTERNET ■
Internet contribution to Revenues/ Profitability
Yes36%
No45%
Not sure19%
Respondents In Companies Where Order Or Payment Management Done Via The Internet (82%)
Does Internet Commerce Significantly Contribute To Revenue Or Profits?
“More than one-third of
executives (36 %) say that
these applications and
systems significantly
contribute to the
generation of new income
and profitability”
18 2003 Internet Survey Cisco Systems
■ ATTITUDES OF LATIN AMERICAN BUSINESS LEADERS REGARDING THE INTERNET
Over half of the executives who were interviewedin the survey (54%), stated that the possibility ofmaking significant investments in InformationTechnology in the next two years was very high.Explaining why, they mentioned the need to keepup with their competitors (40%); to have access tonew technological developments and services(30%); to recover lost ground from previous years(22%); to respond to an improved or improvingeconomic and business outlook (14%) and pressureto stay abreast in advanced technologies (13%).Larger companies are the ones that are morecertain that they will carry out these investments innext several years.
The probability of undertaking significantinvestments in Information Technology during thenext year or two is particularly evident amongexecutives in Brazil (71%), followed by Mexico(50%), Colombia and Peru (48%) and Argentina andChile (39%).
The probability of undertaking large investments inInformation Technology during the next year or twois also related to company size. In 63 % of largecompanies, or those that have more than 2,000employees, there is the highest probability ofinvesting near-term, whereas a smaller 52% ofthose companies with 500 to 2,000 employees feelcertain of near-term IT investments, and only 45%of those companies with less than 500 employeeshave a strong probability of investing in IT in thenext year or two.
New investments in technology
2003 Internet Survey Cisco Systems 19
ATTITUDES OF LATIN AMERICAN BUSINESS LEADERS REGARDING THE INTERNET ■
Under 500
By Company Size
Very likely
500-2.000 Over 2.000
46%52%
63%
Likelihood Of Respondent’s Company Making Significant IT Investments In Next Year Or Two
About the same52%
Less advanced9%
Not sure15%
All Respondents
More advanced24%
Respondent’s Company’s Internet Capabilities, Compared To Competitors
When corporate executves compare their owncompanies’ Internet capabilities with those of theirmajor competitors, one half (52%) say that they areat “about the same” level. Another 24% ofexecutives say that their own companies are “moreadvanced” users of Internet technologies andapplications than their major compeititors.
Within the group that feels they have betterfunctionality and features than their competitors(24% of the companies), 51% say that theiradvantage is due to the fact that they have good andtechnologically up- to- date equipment and that thecompetition does not have comparable.
Comparison with Competitors (Internet)
sm
www.ciscolatam.com/encuesta2003
Cisco Systems, Inc. is the worldwide
leader in networking for the Internet.
Cisco's Internet Protocol-based (IP)
networking solutions are the
foundation of the Internet and most
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Today, the Internet and computer
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Virtually all messages or transactions
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are found in a growing number of
medium-sized commercial enterprises.
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