WWW - William Watts Web site!

William Watts Ltd
First UK Machine Tools Supplier on the Web with its Cyber Warehouse
Case Study prepared by East Midlands Network Ltd, independent European funded Project to promote and support use of the Internet for Business in the East Midlands, UK ©1997
Converted from Word for Windows format to HTML, with markup and Hypertext links added to original text as appropriate by The Net Effect (World Wide) Ltd. Published on the World Wide Web with permission of the author.
http://www.wmwatts.co.uk/
"Home" Page of the William Watts Web Site

 

Contents

Summary
What's on the William Watts Web Site?
How are William Watts Using Internet Technology?
Design Features of the William Watts Web Site
What are some of the benefits that William Watts gain?
How did William Watts develop their Web site?
How do William Watts publicise their Web site?
Why do William Watts use a digital ISDN link?
Conclusion
Contact Details
Acknowledgements

 

Summary

William Watts Ltd are rightly proud of being the "First UK Machine Tool Company on the Information Superhighway" as headlined on some of their company literature. This owes much to the vision of Managing Director Nigel Sterland who has been an enthusiastic Internet business user for some time and endorses the benefits of an all-digital ISDN connection. For example, the company regularly contacts suppliers in Taiwan and elsewhere using e-mail and is likely to move to use video-conferencing in the future.

Their Web site is a cyber warehouse of new and used machine tools that users can browse. It also contains lots of information about technical specifications and photos of the products, history of the company, contact names & photos, location maps and other services which contribute to visitors gaining a good impression of the business before ever making direct contact with them.

The William Watts web site continues to be updated, both improving the quality of information to customers and making the job of updating the site details easier. For instance, in January 1997, a database search feature was added to assist users identify relevant machine tools in the William Watts "cyber warehouse" based upon their selection of type of machine and whether it is new, used or reconditioned. Formerly users were presented with a rather lengthy stock listing.

In addition, William Watts staff maintain the currency of the stock details themselves by updating a text file and copying this to the Web page in a straightforward clerical operation. Staff take photographs of used and reconditioned machine tools using an inexpensive digital camera and these images are transferred with the text details, so that visitors to the Web site can see the machines in the cyber warehouse!

This Case Study identifies what's on the Web site and the uses that William Watts are making of Internet technology, the benefits that they are gaining and the steps that were taken to achieve the present successful implementation.

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What's on the William Watts Web Site?

The William Watts Web site combines the elements of electronic brochure, with current machine tool stock lists and product specifications, information about the company and other services and opportunities for direct contact via e-mail to a range of people at William Watts.

The Web site comprises the following sections:

  • "Home" Page - with welcome message and hypertext links to the various sections
  • Catalogue - electronic brochures of new machine tools from the numerous companies that William Watts are agents for; includes photographs and technical specifications
  • The Cyber Warehouse - users identify their interests and a database is searched to present the relevant machine tools from the cyber warehouse, with specifications and a digital photograph of the actual machine
  • How to Find Us - location maps that present the company's location in the UK and zoom to area and street maps
  • Contacts - the people in the company with their photos and 'Your contact for' details - with a hyperlink that brings up a pre-addressed email contact form to send an email to each person
  • History - an entertaining presentation of the company's history dating back to 1869 with the William Watts key dates interwoven with a chronology of news events of the times
  • Services - a listing of services provided in addition to the supply of machine tools
  • Vacancies - "Are you a top calibre CNC Machine Tool Sales Professional?" starts the page which gives details of vacancies at William Watts; this is not what you would expect to find in a normal brochure but is an ideal use of their web site to find technology-aware new staff!
  • Hot Links - a page listing links to useful Web sites, a common practice on the Web which is often used to provide electronic "networking" to partner companies who, in turn, have reciprocal links to your Web site
Each of the above sections is reached by a mouse click on the 'hypertext' link that is the section name - typically hypertext links are shown on screen as underscored and in bold text. A hypertext link takes you to another section of the same document or to another Web site (or e-mail box) which can be on another computer altogether anywhere in the world, all of which is seamless and immaterial to the user.
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How are William Watts Using Internet Technology?

William Watts Ltd are using Internet technology in a number of ways including:
e-mail
electronic mail is a significant productivity tool used to communicate with suppliers worldwide, for example with companies in Taiwan where there is an 8-hour time-zone difference; also, e-mail access is provided through links from the Web pages so that customers and prospective customers can communicate directly with members of staff for sales, enquiries and other matters
research
staff are familiar with the power of the Internet for business research - for example, to track what UK competitors are doing and to monitor international sites for machine tool sales such as in the USA which is generally ahead of the UK in commercial use of the Web. Of course, they can also research general business information which is increasingly well represented on the Web such as for travel, finance or insurance services
sales and marketing
the Web site provides a comprehensive electronic brochure and sales catalogue for William Watts with easy email access to the relevant member of staff via hypertext link on the Web site; marketing aspects, including the profile and 'visibility' of the Web site, are supported by vigorous promotion of the Web address on stationery and newsletters
collaborative working
as agents for ten machine tool manufacturers, most of whom are international companies, it is very cost-effective to communicate with them using email, at local call rates, in particular when crossing international time zones. In addition, William Watts are members of the European Association of Machine Tool Merchants (EAMTM) and are discussing with fellow members the opportunities for wider us of the Internet amongst member companies
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Design Features of the William Watts Web Site

House Style and Signposting

The Web site uses a number of devices, such as a 'watermark' of the company logo on the screen pages to build a strong 'identity' for the site. Clear signposts of hypertext links assist the user to find relevant sections easily.

Gaining a Clear Impression of the Company from a Visit to the Web site

The William Watts Web site has a rich set of information for visitors that enables them to obtain a clear impression of the company, its history, the people, services, products and location before they choose to make direct contact, by phone, fax or from the email hyperlinks directly off the screen! The impression gained through the Web site is of a professional, efficient and friendly company.

Updating Information to Keep it Current and Accurate

It is most important that Web sites are kept up-to-date and the information is accurate. This is a potential problem, especially where stock is constantly changing. Initially, all changes were made by the company who designed the Web site on instructions from William Watts staff. This is somewhat inefficient and the designers have now provided a facility whereby stock details, with accompanying photographs of products, can be updated by clerical staff at William Watts Ltd.
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What are some of the benefits that William Watts gain?

William Watts Ltd has seen many benefits from using Internet technology, including:
  • Productivity gains through greater accuracy and efficiency in collaborative working using e-mail, especially with suppliers worldwide
  • Improved responsiveness to customers through use of email direct from their Web site pages directed to the relevant member of staff
  • Global prominence and marketing 'reach' via their 24-hour Cyber warehouse - although they do not export at present, William Watts are monitoring overseas interest for possible exporting in the future
  • Enhancement of the company's reputation for being at the forefront of its business partly through its use of Internet technology
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How did William Watts develop their Web site?

The initial Web site development was by Nigel Sterland, the Managing Director who is an enthusiast for computer technology in his business and who had a personal interest in gaining a "hands-on" understanding of Web pages.

However, he soon recognised that he would not have the time to commit to developing and maintaining the site to the level of professionalism that he wanted. Also, he was aware that his partially completed site, with its 'Under Construction' message was remaining in that state for too long! Consequently, he engaged a professional Web design company - The Net Effect (World Wide) Ltd - to take over the site development working to a design brief.

The site has not remained static but has undergone development to improve its effectiveness as a marketing and sales tool and to make the task of keeping stock information updated as easy as possible. For example, the stock in the cyber warehouse can now be searched by the potential customer according to the type of machine and whether it is new, used or reconditioned. Updating of stock details on the Web site is performed by clerical staff at William Watts who edit a text file. Digital photographs are taken of reconditioned and used machine tools and these are transferred to the Web page in a streamlined procedure devised by the designers.

Nigel wished to have a unique Web address that incorporated the company name in the following format: http://www.wmwatts.co.uk/. This involves a process of identifying whether there has been any prior claim to the name and, if not, registering the name with the relevant official body. (This costs approximately £100 for an initial 2-year period which is renewable. In contrast, you could have your company name "attached" to an existing Internet Service Provider at no extra cost; for example, EMNET will host companies and provide a Web address such as http://www.emnet.co.uk/your-company/.

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How do William Watts publicise their Web site?

Developing the Web site is the first step towards having an effective business tool that can work 24-hours every day for your company! William Watts know this and have made sure that they have actively marketed the site in a number of ways including:
  • announcements on various industry newsgroups used by people in the trade
  • "submitting" the Site address details to the main Directories and Search Engines, which are used by people to locate relevant information, either by way of hierarchical tracing or by keyword matching
  • publicity via newsletters, press releases and advertisements in the trade press that adds the company's Web address as another point of contact
The site has a steady number of 'hits' or visitors. It is possible to obtain marketing information about the hits as part of the service contract with the company providing the Web space and to use this feedback to inform strategies for increasing its effectiveness still further.
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Why do William Watts use a digital ISDN link?

William Watts use a digital ISDN link to the Internet. This is partly because they used this form of connection before they ever went on-line to the Internet, through their membership of the European Association of Machine Tool Merchants (EAMTM) and the need to access this German-based service for information exchange on used machine tools.

At no further cost, the company were able to use the ISDN line for their Internet access. In comparison with the usual dial-up telephone access, ISDN is a more reliable and faster service. Connection to the Internet is almost immediate and data transfer happens at a faster rate, meaning that Web pages download quicker.

Nigel Sterland of William Watts is a strong advocate of ISDN, believing that the productivity gains from quicker down-loads easily off-set the slightly higher charges for the equipment (see below) and quarterly charges.

Dial-up
Modem c £130
Connection cost - none if use of existing line (cannot use phone simultaneously); preferable to install separate line for extended Web access
Quarterly charge between £24 - £45 (£8 - £15 monthly)
Local phone call rate
Relatively longer connection time over phone line to send or receive data for email or Web pages
ISDN
Terminal Adaptor c £300
BT charges as guideline are £200 - £400
Quarterly BT Charges c£140
Local phone call rate
Relatively shorter connection time for initial connection and for each transfer of data - therefore more productive of staff time
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Conclusion

William Watts Ltd has successfully implemented the development of their Cyber Warehouse Web site which provides extended opportunities for them to reach existing and new customers and to enhance their service using a site that works for them 24 hours a day with up-to-date stock details! In addition, staff use e-mail extensively as part of their everyday work activities, recognising the efficiency and productivity benefits to be gained. William Watts UK are a committed and experienced user of the Internet who can identify clearly the business benefits they are gaining. Visit the William Watts UK Web site at: http://www.wmwatts.co.uk/.
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Contact Details

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Acknowledgements

East Midlands Network Ltd wish to thank William Watts UK Ltd for their help in preparation of this Case Study, in particular to Nigel Sterland (Managing Director) for his enthusiastic help and support.
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