"Hello, this is Cyberspace Rentals ...
How can I help you?"

by Steve Kohn

It seems we can't go anywhere without hearing words about the "Internet," "the Web," "e-mail" or "getting online." What is this all about? Where have I been? What am I missing out on?

Well, folks, technology is taking us all by storm. We have reached a point in our society where everything is becoming tied in to computers one way or another. Whether you like it or not, it's happening and there's no way to stop it. Many of you are accepting these changes with open arms and others will rebel until the last typewriter finds its way to that great big dumpster in the sky.

One question I am continuously asked is, "I'm in the rental business - why do I have to know about all this?" This question is not something that can be answered in one sentence and probably not even in one article.

But as a fellow rental store owner, I would like to give each of you a perspective of how the Internet can and will affect the way you do business.

By now, most of you have recognized the value of a computer system in your rental business and many of you have gone past basic contract-generating into word processing, spreadsheets, database management and graphic design.

Now you're ready for the next big step: "cyberspace."

This is not a new sitcom on Tuesday nights - it's the computer world that exists outside of your computer.

To understand what this means, picture yourself sitting in front of your TV set at home. Broadcasters in your area send signals out to your TV, which you view as TV shows. This is one-way communication. A computer that is online not only sends signals, it also receives information from other computers. This is the basis of being online.

Now try and imagine millions of computers connected via phone lines and satellite connections, sending and receiving to each other. Here you have it - the "Internet" - otherwise known as the "World Wide Web" or WWW for short.

Today 15,000 new users will connect to the Internet. Tomorrow, after you read this article, that figure may jump to 15,001.

Before I get into the specifics of what a rental person can do on the Internet, here's a little history and background information. The Internet is the world's largest computer network. It links stand-alone users, businesses like us, private networks, universities, government agencies and other institutions such as banks and big business centers.

The Internet is governed by three main factors.

First is heterogeneity. That means the Internet allows a variety of dissimilar computers to communicate with one another. Technically you don't have to go out and buy any high-tech or specialized equipment. Most of you have what it takes to get online right in your office or home.

Second, decentralization. No one owns, organizes, manages or actually regulates the Internet.

Third, philosophy. The Internet is a society complete with its own convictions (just like the rental business). One important philosophy is that the resources should be shared. Another philosophy is net etiquette, or "netiquette" - a set of rules for using the Internet, devised and enforced by users themselves.

At this time there is no standard way (interface) to connect or get on the Internet. The way you get on varies according to which operating system is on your computer and the software you use. Many of you are familiar with the most popular approaches, such as CompuServe, America Online, Prodigy or Netscape. Basically, with the use of a personal computer, a modem (a device much like a TV cable converter box) and some simple software you can get on-line instantly. Depending on the service you choose, this can be done for as little as $9.95 a month.

E-mail is the most widely used Internet tool. It allows you to communicate with other Internet users, as well as members of the online service you selected. You can send a message, letter or file (even a rental brochure) to a single individual or to entire groups of people very simply.

Once you get on the Internet you are given an identification, sometimes called a "screen name," which becomes your e-mail address. You can change it as often as you like or you can keep it forever. It can be as simple a name as "KansasBob@aol.com" or as technical as "NetBob^&*347.89jkh @net.com" or as basic as "70571,2767 @compuserv.com" - that one happens to be mine.

You will see more and more rental store people adding their e-mail addresses to their business cards and letterheads - this has become a very popular way of communicating in today's fast-paced world. Unlike a fax, which is sent to a particular machine in a predetermined location, you can retrieve your e-mail anyplace, anytime, anywhere - even 25,000 feet above the ground, on your way to a rental convention.

All that is needed to connect is a terminal with Internet access. You simply sign onto the Internet with your appropriate password(s) and presto!, you can access your e-mail. You can print it, save it for future reference, reply or delete it.

Have we reached a point where the last postage stamp has been licked? Maybe not, but we are getting close.

Another valid point about e-mail is speed.

Take this test. The next customer who calls and asks for you to mail a price list, mail and e-mail it. Shall we take a bet on which one gets there first? OK, you say you'll fax it and it will get there just as fast. Yes, maybe so, assuming the receiving party has remembered to put paper in the machine or remembers to unplug the phone and plug in the fax, and if the fax is not jammed. E-mail can contain graphics, sound, movies and other multimedia enhancements also.

Now let's talk about getting your business on the Web.

Getting your business online
Now is the time to get your company online. You do not want to be left behind as your competitors enter this lucrative marketplace. The Internet is growing at a faster pace than the Yellow Pages ever did or ever will.

The Internet is the Yellow Pages of the future. When you advertise in the Yellow Pages you bring your message to a selected group of people in a given area and it's expensive. When you advertise on the Internet, you are taking your message as close as next door and as far away as around the world, and for a minimal cost.

Getting your company online involves creating a document or presentation that can be seen on the computer by others who are on the Web. This document is commonly referred to as a "home page."
For now, how it's done is not im-portant. What is important is why it's done. Putting your information online serves these objectives:

• It establishes an online sales center - your potential customers and current customers can view information about your company, including color pictures, prices (if you choose), newsletters, information about your staff and services and any other material specific to your business. You can spread your message to a larger group of people than you ever dreamed possible. When your customers call to request information, you can send them directly to your Internet site to view the latest photos of work you have done and important information on why they should choose you as their rental company. This is not only prestigious; it also sends a message about your company - that you are on the edge of technology, you are on top of things and people can put their trust in your company.
  
  
• It provides 24-hour customer support. By placing documentation, tips and other information online, you will provide customers with an immediate, simple and direct way to get the answers they need.
  
  
• It allows you to market to the "perfect audience." Millions of Internet users tune into niche areas. Many of these are ideal places for you to market your products and services. You can sponsor a discussion group on topics such as home improvement or planning a wedding.
  
  
• It lets you take orders and process applications online, process customer requests or simply accept check and credit card orders electronically. You will save both time and money by allowing your customers to transact with you electronically. This is another way we can increase our services to our customers and show them we care.

The A.R.A. is pursuing the potential the Internet has for its members and is currently developing its home page (http://www.ararental.org) to link consumers, rental stores and vendors for the mutual benefit of all. Imagine: a consumer needs something for a project, checks the Internet and is put in touch with you immediately. Or let's say you need information about a product from a vendor. You simply call up the vendor's home page. Or, to look at it from the vendor's perspective, you can present your service or product to a member rental store immediately and easily. You will be able to get information on Impact catalog items, the A.R.A. calendar of events, links to the ARDI Agency and Rental Management magazine, the RM "Management Sourcebook," the A.R.A. convention, seminars and other member services.

Next time I'll explain the "how-to" issues and ways to make your presence on the Internet effective.

For those of you who still want to hang on to those typewriters, there's a place for you on the Internet called http://www.dinosaursRus.com (just kidding) and http://savier.su.edu: 8000/%/epoth/typewriters.html, otherwise known as the "Classic Typewriter Page" (seriously).
'Til next time, see you online.