It was noted that 'intelligent' search engines and agents were proliferating, and these gave Internet users the ability to enter a search string for the book of their choice. The agent would then report back after searching through all on-line book vendors, and provide maximum and minimum prices for the book required. This ability to call up all prices from all on-line sources simultaneously has already stimulated competition amongst vendors. The survey revealed that 'brand awareness' is still important, that trust of the vendor and the security of credit card transactions are also important considerations. It also revealed that the majority of books are still purchased from the home country of the vendor.
Ease of use combined with familiarity seems to be the key for attaining and maintaining sales.
EasyJet's runaway success Many of us will know of EasyJet, the cheap and cheerful air flight service available direct from the company via call centres and Internet booking. EasyJet is a successsful company that has managed to keep costs to a minimum by excluding travel agents from 'cannibalising' their business and offering personal incentives to its customers. Born in Athens, the son of a Greek ship owner, Stelios Haji-Ioannou graduated from the London School of Economics in 1987. Clearly a man with a mission. His company EasyJet was launched in October 1995.