Re: UKNM: .com vs .co.uk - UK consumer understanding?

[Sean Phelan]

>Nik Finan wrote:

> >

> > Exactly Billy.

> >

> > So what does everyone think about Icelands idea to rename it's stores

> > Iceland.co.uk?

> >

>

>not worthy of debate?

>

>stefan


Actually I think it is a good move (I just wrote "I think it is cool", but

maybe that is too juvenile even for UKNM :-> ).


Lots of other companies are putting ".com" on the end of their name in order

to bump up their share prices, without actually going through the business

transformation, supply chain consolidation, online order entry, fulfillment

stuff and everything else required to be a REAL internet company.


But I think Iceland is doing this stuff; I think they "get it" about what

it means to move beyond bricks and mortar.


Also, the name change may be as much for internal consumption as external.

Changing the name of a division, or even the entire company, is a popular

tool in a senior manager's box of tricks to communicate to recalcitrant

middle managers that Big Changes really are happening.


In a lot of ways, all of us trying to build an internet company out of

nothing have got it easy...  we may moan about how difficult it is to

find good people, etc. etc.   But I think that turning a company like

Iceland, with its thousands of low-tech, non techie employees, into an

internet company is a LOT harder than building one from scratch. I admire

the people who are trying and I think that the name change probably makes


their job a bit easier.  If nothing else, it shows that the company is

totally committed to what they are doing.


Cheers

Sean


=============================================================

Sean Phelan

seanmultimap [dot] com

     http://www.multimap.com

phone (within UK): 020 7433 0460      fax (UK): 020 7681 2094

phone (Int'l):  +44 20 7433 0460      fax:   +44 20 7681 2094



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