Online Commercial Services: Small Business Applications (1987)

Online Commercial Services: Small Business Applications An online commercial service is a database (or databases) assembled by a vendor and offered for sale to information users. To purchase information from one of the online commercial services, small businesses need just four pieces of equipment: a microcomputer, a printer, a modem, and communications software which allows the modem to function. The small business microcomputer is connected online' to the service provider's large computer via the modem so that information can be transferred back and forth from a business to an online commercial service vendor. The service purchased can be accessed using either a command-driven or menu-driven set of instructions. Command-driven services use key words' in the information search--a word or words that are likely to appear in the text of the information desired. These services, which contain the largest selection of databases, are relatively difficult to operate without technical training. They are usually purchased by corporate libraries, public libraries, and information brokers. In general, they are not appropriate for small businesses, with a few exceptions that will be discussed later. The second type of information service is the menu-driven service. This is easy to use because it permits the user to access information by picking a number or letter from a menu' of information that appears to the screen of the microcomputer. Whichever type of service is used, the information is provided in one or more of the following forms: bibliographic (citations to books, magazines, and other publications); reference (lists or directories for various businesses, trade associations, educational institutions, etc.); full text (the completed published text of newspapers, magazines, and other publications); or numerical (stock quotations, financial statements, financial ratios, forecasts, etc.). Costs The costs of online services vary, depending on the broker, the databases available, and the time of day when the service is used. The charges associated with most services include: subscription fees, monthly minimums, connect-time charges, telecommunication charges, display and print charges, and computer resource charges. Subscription fees represent the initial cost of purchasing the online service. They generally range from $25 to $100. Monthly minimums are assessed to cover the clerical costs of processing customer accounts. They range from $10 to $100 per month. Connect-time charges are assessed for the actual time spent online. They average from $50-$75 per hour. Telecommunications charges cover the cost of using the communication network that links customers' computers to an online service, and generally range from $5 to $10 per hour. Display and print charges and computer resource unit charges are specialty charges which may or may not be assessed. Most online services, however, include these costs in the connect-time charges or charge only a minimal fee. The typical user can expect to spend between five and ten minutes online, at a cost of $15 to $30. Lower rates are charged for off-time' searches conducted in the evening or on weekends. The costs of subscribing to an online service are high compared to other sources of information, such as magazines or newspapers, but these services provide information that is more complete, detailed, and current. In addition, much online information is unavailable elsewhere. Online Commercial Service for Small Businesses Approximately 300 online commercial services containing in excess of 2,000 databases are now available. These services are discussed below under the following categories: general business information, business directories, financial information, and marketing information. General business. Dow Jones News/ Retrieval Service is the most popular online service in the general business category. …