If that's the case for you, stay with mainstream standards and tools. Consider migrating toward unified messaging, in which all forms of communications occur via a single application and device. Eventually, it will be commonplace to receive faxes where you receive email where you receive your voicemail. Plan now for the infrastructure to support unified messaging. Your e-commerce business models must be clear, yet adaptive, because you'll be changing them often.
Evolution is the key here.
Evolve your Web site from an information repository about your company to a bona fide transaction-processing platform. However, doing so quickly, given the volatility of the business model and Web technologies, is unwise. A smarter strategy is to evolve from one transaction processing level to another. It s also important to rethink your customer relationships. EarthWeb is a division of INT Media Group, Incorporated.