ement, is greatly helped by software and communications technologies. For example DirecTV, a US satellite television company, has integrated its processes with Matrixx, a telephone marketing company owned by Cincinnati Bell. From a dedicated facility in Salt Lake City, Matrixx acts as an extension of DirecTV operations by providing over 2,000 customer service representatives who handle about 20m calls a year. This is the first time that a company has integrated its ICT program with another company. The incorporation of this into the information system, serves to give the management of the companies an edge on their competitors by improving management communication and decision making.New Capabilities:Virtual integration is about more than just efficiently sourcing standard components and processes; it is about co-operating to create capabilities through the improved communications. The business platform should not only be designed to optimise internal operations but to facilitate the creation of capabilities through external relationships. An example of this is; Kraft foods is blending its marketing processes with data collection and analysis by A..C. Nielsen, one of the leading information providers in the consumer packaged goods industry. Process integration between these to organisations gives Kraft access to marketing data before competitors, giving it the ability to respond rapidly and ahead of its competitors.Knowledge Leverage:ICT plays a role in creating business platforms that will enable companies to use knowledge assets more effectively then their competitors. The focus should be on expertise throughout the company rather than in the minds of a few individuals. The creation, nurture and leverage of enterprise expertise is gained thus, consequently improving the information flow and decision making of management. ...
